Spring Break
Marketing class kicks off Relay for Life
Erin Hagan, Contributing Writer, ehagan@smu.edu
Issue date: 4/13/07 Section: News
The Honors Marketing Practicum class hosted Subaru Safari as a marketing campaign for Subaru's Project Acceleration yesterday at Mockingbird Station from 5 to 8 p.m. The class, or marketing team, consists of 17 seniors and is instructed by Judy Foxman of the Cox School of Business's Marketing Department.
Mockingbird Station was filled with music from Kiss FM, and the SMU pom squad supported the team by performing every 15 minutes for an hour. Their act was followed by performances from three comedians.
Three Subaru challenges offered chances to win prizes ranging from iPod Shuffles to gift certificates to various shops in Mockingbird Station. With each entry, participants had the opportunity to vote for a Relay for Life team to receive a donation from the event.
"We did a tie-in with Relay for Life, and at the end of the event we want to donate $500 to Relay for Life on behalf of Subaru," said Jessica Blackburn, a member of the class who worked with the public relations aspect of the event.
Following the Subaru Safari, the Relay for Life votes were tallied and the winning relay team will be announced today at the commencement of Relay for Life. This donation will go directly to the American Cancer Society on behalf of the chosen relay team.
The marketing team was given $3,000 by Subaru for the campaign. Their job was to research, design, execute and later evaluate the campaign. A Subaru representative met with team to brief them on their objectives.
One initiative the team took was to expand their budget. They raised more than $3,600 through donations, according to Carlyn Helmuth, the team's treasurer.
All aspects of the campaign were completely executed by the students, Foxman said. "I acted as a consultant to the students…they are responsible for the success of the program."
The competition focuses on what Subaru has to offer to the college consumer: safety and affordability. The Insurance Institute for Highway Safety awarded three Subarus out of 13 cars as "Top Safety Picks for 2007," according to its Web site. Subaru received the most Top Safety Picks than any other car and are recommended more than any other automotive brand by the IIHS.
Mockingbird Station was filled with music from Kiss FM, and the SMU pom squad supported the team by performing every 15 minutes for an hour. Their act was followed by performances from three comedians.
Three Subaru challenges offered chances to win prizes ranging from iPod Shuffles to gift certificates to various shops in Mockingbird Station. With each entry, participants had the opportunity to vote for a Relay for Life team to receive a donation from the event.
"We did a tie-in with Relay for Life, and at the end of the event we want to donate $500 to Relay for Life on behalf of Subaru," said Jessica Blackburn, a member of the class who worked with the public relations aspect of the event.
Following the Subaru Safari, the Relay for Life votes were tallied and the winning relay team will be announced today at the commencement of Relay for Life. This donation will go directly to the American Cancer Society on behalf of the chosen relay team.
The marketing team was given $3,000 by Subaru for the campaign. Their job was to research, design, execute and later evaluate the campaign. A Subaru representative met with team to brief them on their objectives.
One initiative the team took was to expand their budget. They raised more than $3,600 through donations, according to Carlyn Helmuth, the team's treasurer.
All aspects of the campaign were completely executed by the students, Foxman said. "I acted as a consultant to the students…they are responsible for the success of the program."
The competition focuses on what Subaru has to offer to the college consumer: safety and affordability. The Insurance Institute for Highway Safety awarded three Subarus out of 13 cars as "Top Safety Picks for 2007," according to its Web site. Subaru received the most Top Safety Picks than any other car and are recommended more than any other automotive brand by the IIHS.
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