Butler is competing in back-to-back national finals again. But the game isn’t basketball this time; it’s advertising.
Butler’s student advertising club, ADrenaline, will advance to a second consecutive National Student Advertising competition in June. Butler is 20 universities that will vie in San Diego for the national title and $3500 prize, sponsored by the American Advertising Federation.
Each team makes a 20-minute pitch of an advertising campaign developed for JCPenney,designed to attract female shoppers ages 25-34. Judges include JCPenney executives.
ADrenaline presenters were seniors Graham Kilian and Kate Chamness and juniors Erin Hammeran, Jake Allen and Karissa Tepe.
Butler earned a $500 prize and its national bid as one of two first-place finishers in regional competition in Southfield, Mich. on April 15. ADrenaline won regionals in 2010 with a campaign for State Farm Insurance, and placed second in the 2009 regional, in its first year to compete.
Twenty-eight Butler students spent fall and spring semesters working on the latest campaign, outlined in a 32-page plansbook. Students took on all the roles of an advertising agency: executive team (led by Hammeran as account executive), creative director (Tepe), traffic, budget, copywriting, graphic design, public relations, research, media planning and strategy, new media and pitching to the client.
This year’s regional judges awarded ADrenaline 71.4 points out of a possible 80, according to faculty advisor and journalism instructor Donna Gray. “The judge said we truly captured their audience, which is difficult to do, since these students are not that audience’s age,” she said. ADrenaline also earned points for strong use of mobile media applications and its online partnership with personal style blogger Jessica Quirk.
The work of creative team Ryan Pylipow, Mariel Wilding, Kylee Kirk, Ashley Larson and Ashley Breitenbach drew judges’ raves, Gray said, as did ADrenaline’s ideas for appealing to diverse consumers. “Reaching diverse audiences is always an important factor in advertising,” Gray said.
Butler students decided to show images of advertised products and clothing, but to digitally edit out the people wearing the outfits, she said. That way, no specific model is associated with a product.
JCPenney owns all campaigns submitted for the competition. Company representatives at the regional event indicated “that they are already seeing ideas that JCPenney wants to use,” Gray said.
ADrenaline will present its competition entry Monday, April 25, to members of the Indianapolis chapter, American Advertising Federation, at 11:30 a.m. in the Krannert Room, Clowes Memorial Hall. A Ball State University team will also present. The campus community is welcome to attend.
Other students contributing to the campaign included Lauren Pedigo, Lauren Fisher, Liesl Kasdorf, Allie Qualls, Maria Keyler, Emily Spicklmire, Julie Woodward, Katie Carlson, Maddy Barnas, Hannah Crosmer, Hayleigh Colombo, Nicole Hangartner, Brenden Hudson, Paige Flynn, Whitney Tarble, Jonathan Spear, Maggie Skeffington and Muriel Cross.
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