Service Learning Projects
ADV350: PR Writing
Students (Spring 2010, Olson) created this video to inspire high-school-aged Girl Scouts to be themselves and create their own “brand.” Each student had a specific responsibility such as copywriter, copy editor, videographer, video editor, interviewer, production manager, graphics, or music. The video was shown at Girl Scout “Camp Executive” workshops in Champaign and Danville with accompanying PowerPoints and handouts produced by the students.
Students (Fall 2011, Olson) developed public relations materials (two media campaigns, a video, five feature stories, three podcasts, website copy, three blog entries, and two brochures) for the Eastern Illinois Foodbank. The purpose of these materials was to help the Eastern Illinois Foodbank raise awareness of the hunger problem in Central Illinois so they could raise more funds, recruit more volunteers, solicit more donors and sponsors. Many of the materials were used by Eastern Illinois Foodbank, including the billboard, in March 2012.
ADV490/590: Digital Advertising
(Spring 2012, Ham) Students participated in the Google Online Marketing Challenge (GOMC). Using a US$250 budget from Google, the GOMC team developed a search engine advertising plan for T.I.S. College Bookstore, and ran the campaign for four different product lines (Greek, Fighting Illini, Classic, and Family T-shirts). Targeting 13 segmented groups with tailored keywords, the campaign was executed from April 20 to May 10, 2012. The result was highly successful: a total of 197 clicks and 250,856 impressions with a .08% click-through-rate were achieved, which was much higher than initial goals. With this campaign, the T.I.S. bookstore successfully raised their awareness of T-shirt sales and learned how to employ search engine advertising. Students learned how to use Google Adwords and Google Analytics, an analysis tool for search engine advertising performance, and as a result, how to manage search engine advertising campaign based on the real world experience.
ADV491 Advertising Management /Planning
(Duff, Nelson) Students have created strategic plans for Weiskamp Printing, Art Theatre, Illinois Public Media.
ADV582 Qualitative Research Methods
(Fall 2011, Nelson) Graduate students worked with Vivaki to help them investigate their newest ‘pool lane’ – related to Tablet computers. Students conducted in-depth interviews with Tablet owners related to how, when, and why people acquire and use this device and how advertising might (or might not) play a role on this device. Students analyzed the data and presented insights to key personnel at Starcom Worldwide.
ADV585 Advertising Management/Planning
(Spring 2011, Nelson) Graduate students helped the Family Resiliency Center to assess the effectiveness of two public service announcements (PSAs) related to meal-time planning. Students conducted and analyzed data from an online survey and in-depth interviews with parents of young children. They presented their results to advertising personnel who developed the PSAs and to the director of the Family Resiliency Center.
