May 3, 2007
|Left to right: Brianna Blake, Dr. Pam Mickelson, Angela Uher, Erin Eckerman, Laura Andersen, Grant Leavitt.
For the second consecutive year, a team from Morningside College’s Creative Edge Advertising Club has been selected as one of the top two undergraduate finalists in the Cadillac National Case Study Competition advertising campaign.
Members of Team “indulge” will present their advertising campaign in the final round of judging on Wednesday, May 23, at Cadillac headquarters in Detroit, Mich., with travel expenses covered by Cadillac. Top executives from Cadillac, Modernista!, Cadillac’s advertising agency, and edVentures Partners of Orinda, Calif., the company who sponsored the competition, will participate in the final judging.
“We knew we had to make a bold move in order to get this far,” said Brianna Blake, a senior from Wiota, Iowa, and member of Team “indulge.” “After winning the local judging, we were able to incorporate suggestions from other Morningside teams as well as from the local judges, which in turn, made our campaign the strongest it could be.”
In addition to Blake, other students on Team “indulge” include: Laura Andersen, Omaha, Neb.; Erin Eckerman, Sioux City; Grant Leavitt, Marcus, Iowa; and Angela Uher, Sioux City.
Dr. Pam Mickelson, professor of business administration and economics, is the faculty advisor for the ad club.
“The challenge that Cadillac has is very real...an aging target audience, lagging brand insistence for model changes, and fierce competition in the tier one luxury market,” said Mickelson. “Meeting that challenge within an academic environment made for one of the best learning experiences for our students.”
This year’s assignment for the National Case Study Competition was to develop a multi-media branding campaign to bring a specific target market to the Cadillac brand, specifically the 2008 Cadillac CTS. The campaigns were required to meet three objectives: decrease the average age of the Cadillac consumer; increase the conquest rate; improve the image and reputation of Cadillac.
More than 1,200 students from 56 different undergraduate and 20 different master’s level business programs in colleges and universities from across the country and Canada participated in the competition. An undergraduate team from Western Michigan University and graduate teams from the University of New Mexico and Virginia Commonwealth University were also selected as finalists in this year’s competition.
One first-place and one second-place winning team for undergraduate and master’s degree categories will be awarded $3,000 and $1,000, respectively.
Additional members of Morningside’s Creative Edge Advertising Club and their associated team names, which are also the tag lines for their campaigns, include:
|Members of Morningside's Creative Edge Ad Club display their advertising campaigns for the Cadillact National Case Study competition.
Team “C-T-S”: Ashley Brewer, Sergeant Bluff, Iowa; Derek Rowedder, Denison, Iowa; Sean Rud and Chantel Stratton, Sioux Falls, S.D.; Matt Stachowitz, La Crosse, Wis.
Team “Defining Cadillac”: Katie Bowen, Keystone, Iowa; Sara Courter, Rockwell City, Iowa; Nicole DeVries, Sioux City; Jonathan Goodin, Sloan, Iowa; Allison Kirby, Whiting, Iowa.
Team “Success Brings”: Jama Farah, Sioux City; Jeremy Gabel, LeMars, Iowa; Kayla Joslin, Odebolt, Iowa; Reed Nuss, Nebraska City, Neb.; and Megan Wunsch, Garner, Iowa.
The entire Creative Edge Advertising Club will travel to Detroit for the final round of judging. Andersen and Megan Wunsch, a senior from Garner, Iowa, are co-presidents of the Creative Edge Advertising Club and provided direction for the Morningside teams.