Lindner Business Students Compete to Create TruMoo Advertising Campaign
Students in Elaine Skeldons marketing class got a taste of the real world when they partnered with Curiosity to manage the advertising agencys campaign for their TruMoo client.
The campaign goal was to beat the Halloween promotion numbers from last year as well as deliver positive ROI (return on investment), says Skeldon, adjunct instructor of marketing in UC's Carl H. Lindner College of Business.
Students competed to build a 360-degree promotional ad campaign surrounding TruMoos new special orange screamsickle to attract young moms who want a nutritious milk-based treat for their children. The campaign had to generate both trial and repeat purchase, particularly during Halloween.
So students went to work, creating a campaign that used print, television, as well as digital advertising such as Facebook and Twitter. Six teams competed over the spring semester and presented their campaigns to the ad agency and TruMoo executives who served as judges.
The Ghouls team surfaced as the winner. Team members Matthew Highly, BBA 15; James Schwyn, BBA 14; Allyssa Price, BS 14; Katie Dolan, BBA 14; Jarred Campbell, BBA 14; and Caitlyn Gillespie, BA 14, created a campaign that was highly strategic, spoke directly to the target audience and utilized both traditional and non-traditional media, Skeldon says.
Their campaign A Truly Ghoul Thing a play on the TruMoo tagline, A truly good thing was built around a 30-second TV spot, print advertising and creative in-store applications. Additionally, the campaign utilized peel-off coupons and e-coupons to drive trial. Finally, a social media component supported the campaign using Facebook, Instagram and Pinterest.
Skeldon says both client and agency were excited about the results and plan to use some of the ideas for TruMoo's marketing campaign.
Related Stories
Information Security Roadshow spreads awareness
May 3, 2024
The University of Cincinnati's Office of Information Security launched a series of 18 in-person sessions from January to April 2024, drawing nearly 350 attendees from the staff of various UC colleges and units. The Information Security Roadshow series aimed to equip the audience with knowledge on prevailing cyber threats, prevention strategies, how to report incidents and resources to stay informed and secure.
Center for Business Analytics to offer generative AI course in...
May 1, 2024
The University of Cincinnati Center for Business Analytics is offering “Generative AI in Business: Applications, Challenges, Ethics and Governance,” a first-of-its-kind course, June 3 and 5.
UC recognizes students for innovation achievement and leadership
April 30, 2024
Read about the University of Cincinnati’s undergraduate innovation awards for 2024.