For the fifth year in a row, Missouri State University’s Ad Team proved unbeatable in a national advertising competition sponsored by EdVenture Partners.
The team of 17 students, led by Dr. Melissa Burnett, professor of marketing, competed against 15 other teams in the American Fuel and Petrochemical Manufactures (AFPM) Recruitment Challenge, Spring 2017. They got to the final round May 18 in Houston, Texas, and finished first.
“Under the guidance of Dr. Burnett, the MSU Ad Team consistently delivers quality results as participants in EdVenture Partners’ programs,” said Tony Sgro, CEO of EdVenture Partners. “Their creativity and professionalism, coupled with their diligence, extensive research and innovative outreach tactics, are a few of the many reasons the team is celebrating their fifth consecutive win in one of our programs.”
Creating a standout campaign
The challenge required teams to create a recruitment campaign for AFPM to increase awareness and interest of skilled craft career opportunities in the fuel and petrochemical industries.
Through in-depth research, the Ad Team created The Energy Crew brand to target middle school students instead of older youth as outlined by the client.
“The students took a risk by challenging the proposed target age range,” Sgro said. “However, it paid off, thanks to the team’s validated primary research and clever integrated marketing communications plan — one of many unique perspectives we’ve seen from MSU through the years.”
The Energy Crew is a multi-tiered, education-based campaign focused on how people can make a difference in powering the planet.
“It comprised three main components that act as a call to action in our campaign,” said team member Alison Gray. “We encouraged students to think about how the fuel and petrochemical industries are crucial to everyday lives and the future of our planet; feel that they can make a difference in these industries; and do something to make a difference by joining The Energy Crew.”
To share this message, the team designed lesson plans for teachers and created TheEnergyCrew.com, a digital platform to educate, empower and connect students, teachers and those who want to help power the planet.
“This challenge helped middle school students become aware of career opportunities beyond high school that are critical to the future of energy,” said Burnett. “Students often think about pathways to successful careers as those requiring four-year college degrees. However, companies like those in the fuel and petrochemical industries offer challenging careers with excellent salaries and benefits to those who are interested in more hands-on careers.”
Ad Team members
- May 2017 Graduates:
- Stephen Carr, communication, Ozark, Missouri
- Brice Griffin, marketing, Chillicothe, Missouri
- Peyton Herrmann, marketing, St. Louis, Missouri
- Tanner Lantz, marketing, Russellville, Arkansas
- Charles Leighton, marketing, Springfield, Missouri
- Sarah Pech, marketing, St. Peters, Missouri
- Becky Schreiber, professional writing, Eureka, Missouri
- Erin Snider, mass media, Kearney, Missouri
- Pontus Timonen, marketing, Langhem, Sweden
- Jordan Upchurch, marketing, Ste. Genevieve, Missouri
- Kelsey Vincent, marketing, St. Louis, Missouri
- Current Students:
- Hannah Armato, business administration, Kansas City, Missouri
- Alissa Boyce, marketing, Ballwin, Missouri
- Kyle Burlison, marketing, Springfield, Missouri
- Emma Calabrese, marketing, Ballwin, Missouri
- Alison Gray, marketing, Lee’s Summit, Missouri
- Kelsey Horner, design, Curryville, Missouri