{"id":32129,"date":"2019-04-08T11:20:12","date_gmt":"2019-04-08T15:20:12","guid":{"rendered":"https:\/\/biznews.fiu.edu\/?p=32129"},"modified":"2019-04-25T08:02:39","modified_gmt":"2019-04-25T12:02:39","slug":"be-seen-at-marketing-students-event-for-acura-ilx-campaign","status":"publish","type":"post","link":"https:\/\/biznews.fiu.edu\/2019\/04\/be-seen-at-marketing-students-event-for-acura-ilx-campaign\/","title":{"rendered":"FIU marketing students competing in national Acura ILX Marketing Challenge."},"content":{"rendered":"

\"Be<\/a>Be Seen.<\/p>\n

That\u2019s the slogan conceived by a team of FIU students who created a marketing campaign for Acura\u2019s remodeled 2019 ILX. They worked hard to draw students to \u201cbe seen\u201d at their big event promoting the remodeled car on April 9 at GC Lawns from 11 a.m. to 4 p.m.<\/p>\n

\u201cWe think of it as a big party,\u201d said project manager Yan Miellier, a\u00a0marketing and finance major.<\/a>\u00a0With the car parked as a centerpiece, the lawn was transformed into a party space blanketed with the team\u2019s promotional campaign material. A DJ and free food \u00a0set the mood, and interactive competitions with prizes wilkept everyone entertained.<\/p>\n

Miellier leads a team of FIU students who are members of the on-campus chapter of American Marketing Association (AMA@FIU) and its in-house student-run marketing agency Roaring Concepts. They are competing against 19 other schools in the Acura ILX Marketing Challenge for the chance to present their marketing campaign to Acura executives in California. The collaboration developed, in part, because of Edventure Partners\u2019 relationship with University Instructor Tim Birrittella, whose students have been doing projects for them since 2012. Acura was looking for schools to participate, and FIU was the only Florida school selected.<\/p>\n

\"The<\/a>
The AMA Acura team<\/figcaption><\/figure>\n

\u201cStudents use a real operational budget to achieve real results, and they get to see the target audience interact with their unique campaign,\u201d said Brandi Glover, project specialist at Edventure Partners, an organization dedicated to developing industry-education partnership programs through experiential learning opportunities.<\/p>\n

Going all-in to promote the ILX led the students to plan and execute a multi-tiered campaign. Armed with a $2,000 campaign budget, the students first came up with their slogan. \u201cWe wanted something very simple that people could remember,\u201d said marketing major Keurin Giron, who serves as the campaign\u2019s social media coordinator. \u201cYou want to be seen driving that cool car, that bright-colored car. The Acura ILX is the perfect image of being seen.\u201d<\/p>\n

\"The<\/a><\/p>\n

To raise awareness for the main event, the team held two tabling events on campus where they lured passers-by with pizza and soda, handing out flyers, car brochures and branded giveaways while encouraging them to post and hashtag. There\u2019s also a social media follow-up to the main event: students who post will earn additional prizes, and the team will collect email addresses for further engagement.<\/p>\n

\"Promoting<\/a>
Promoting the Acura challenge<\/figcaption><\/figure>\n

Along the way, the students have learned that things don\u2019t always go as planned. When they woke up to rain the day they\u2019d arranged to take photos at the Acura dealership, they had to reschedule and work around the resulting delay in securing content for the campaign. \u201cTime has been our biggest enemy,\u201d Miellier said. \u201cWe aren\u2019t able to execute everything we have in mind, and when things come up, we have to make adjustments on the spot. It\u2019s been a great learning experience.\u201d<\/p>\n

Giron has a new appreciation for responsibility. \u201cI learned I have to post on social media every single day,\u201d she said. \u201cI\u2019ve learned how to be professional about it and actually get it done every day.\u201d<\/p>\n

The competition runs through the end of the month, with post-event surveys and a PowerPoint presentation submission to follow the big event. \u201cSince the moment we started, we wanted to win!\u201d Miellier said. \u201cThe hard work we put in already resulted in an incredible experience for all of us, but we also hope to win and go to California to present there.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Be Seen. That\u2019s the slogan conceived by a team of FIU students who created a marketing campaign for Acura\u2019s remodeled 2019 ILX. They worked hard to draw students to \u201cbe seen\u201d at their big event promoting the remodeled car on April 9 at GC Lawns from 11 a.m. to 4 p.m. \u201cWe think of it […]<\/p>\n","protected":false},"author":99,"featured_media":32149,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[13],"tags":[58,1772,2573],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/biznews.fiu.edu\/wp-json\/wp\/v2\/posts\/32129"}],"collection":[{"href":"https:\/\/biznews.fiu.edu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/biznews.fiu.edu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/biznews.fiu.edu\/wp-json\/wp\/v2\/users\/99"}],"replies":[{"embeddable":true,"href":"https:\/\/biznews.fiu.edu\/wp-json\/wp\/v2\/comments?post=32129"}],"version-history":[{"count":9,"href":"https:\/\/biznews.fiu.edu\/wp-json\/wp\/v2\/posts\/32129\/revisions"}],"predecessor-version":[{"id":32271,"href":"https:\/\/biznews.fiu.edu\/wp-json\/wp\/v2\/posts\/32129\/revisions\/32271"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/biznews.fiu.edu\/wp-json\/wp\/v2\/media\/32149"}],"wp:attachment":[{"href":"https:\/\/biznews.fiu.edu\/wp-json\/wp\/v2\/media?parent=32129"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/biznews.fiu.edu\/wp-json\/wp\/v2\/categories?post=32129"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/biznews.fiu.edu\/wp-json\/wp\/v2\/tags?post=32129"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}