MIDLAND, MI – Northwood University students traveled to San Francisco, California, on May 9-10, 2012, to participate in the American Energy Works case competition. There were 16 teams which competed at the national competition but only three teams were invited to present their ideas to industry experts in California. Those three teams received an all-expense paid trip to present their marketing strategies along with the chance to take home the first place prize of $5,000. Northwood University beat out Colorado Mesa University and University of Texas at Arlington to win first place.
The students who represented Northwood were all seniors: Kevin Shea from Saginaw, Management; Rachel Grover from Mayville, Marketing; Andrea Medina from Streetsboro, OH, Advertising & Marketing; Katlynn Kish from Grand Blanc, Advertising & Marketing; and Michael Gewinner from Brighton, Advertising & Marketing.
The American Energy Works case competition was hosted by EdVenture Partners. Undergraduate student teams of five or fewer are invited to participate during the spring 2012 term. The American Petroleum Institute (API), the only national trade association representing all aspects of America’s oil and natural gas industry, wanted college students to help craft an integrated marketing communications plan to generate awareness and excitement about energy sector career opportunities leading to interest and applications as well as increased word of mouth. Students conducted primary research to guide both message development and the overall media plan and creative executions. The overall integrated marketing communications plan has a $50,000 budget and the media reach is constrained to their university campus. It was expected that the specific programs and executional elements would be grounded in their consumer insights. Northwood University’s team has the potential to see their ideas at work following this competition.
These students are part of Professor James Cleary’s Current Issues in Advertising class.
ABOUT NORTHWOOD UNIVERSITY
Northwood University is committed to the most personal attention to prepare students for success in their careers and in their communities; it promotes critical thinking skills, personal effectiveness, and the importance of ethics, individual freedom and responsibility.
Private, nonprofit, and accredited, Northwood University specializes in managerial and entrepreneurial education at three full-service, residential campuses located in southern Florida, mid-Michigan and northern Texas. Adult Degree Programs are available in eight states with many course delivery options including an online option. The DeVos Graduate School offers day and evening programming in Michigan, Texas, Florida and Switzerland. The Alden B. Dow Center for Creativity and Enterprise in Midland, Michigan, specializes in creative thinking and innovation development. International education is offered through study abroad and in Program Centers in Switzerland, China, Malaysia and Sri Lanka.