IU South Bend Team Takes Third Place in Marketing Competition

Wednesday, July 27, 2011

Monle Lee’s students from M418 Advertising and Promotion class from IU South Bend placed third in the Direct Marketing Educational Foundations’ undergraduate competition for the non-profit charity called Charity: Water.
Their entry was one of 133 entries from scores of universities across the country. The project was completed in April and the team was notified in July.
The winning team members were Kelsi Clark, Elkhart; Mario Elia, Granger; and Michael Lochmondy of Granger. All three are now graduates. For their work, the students receive $500 and the department receives $1,000.

The other two winning teams in the undergraduate division were Christopher Newport University, Newport News, Va.; and Oklahoma State University, Stillwater, Okla.
Lee said, “Our students have once again shown their merit on the national scene. The assignment was a complicated one. The key objective was to create a marketing plan targeted at college students for the non-profit organization called Charity: Water, which provides clean water to Third World countries.”
The project involved research, acquiring insights into the target market and creating innovative strategies to get the target market more involved in donating money and time, Lee said.

Lee is a professor of marketing in the School of Business and Economics.

Water Charity Team

Students submitted multiple items including a narrated Powerpoint presentation of 20 slides, specific mock-ups of different promotional strategies, a 25 page report, a budget of $10,000 and a three minute advertising video.
Clark said the college age group is “unusually curious” and looking for new informtion. The IU South Bend plan was to give them out-of-the-ordinary experiences such as bar codes that they could scan with their smartphones and “un-fortunate cookies” with a message inside about water borne illness.
The team created a website called Drip, where various charities can post their messages of need on the site. The tagline for the site is “Every Flood Begins with a Drip.”
Elia said as the thoughts flowed on the project, they jumped from idea to idea. “One thought led to another and then another from the practical to the crazy-edgy. With Drip, the ideas came pouring out.” Each idea geared to getting the target audience interested in the project.
Elia added that professor Lee was very supportive of the project. “We could not have asked for a better professor. It was great to bring home a win for her.”
The video was featured on a local advertising blog. To view to to: