Jan. 9, 2007
Morningside College students teamed up with four Siouxland businesses during the fall 2006 semester to gain real-world experience in the areas of business, marketing, and economics.
Forty-seven students in Morningside’s “Principles of Advertising” class made their final marketing presentations to four local businesses in December. After a semester of research and planning, teams of students designed marketing and advertising campaigns for the businesses. The goal of the project was to provide hands-on experience for students while offering potentially useful marketing ideas and solutions for the organizations.
Local businesses participating in the project this year included The Floyd Boulevard Market, Longhome Coffee Company, and Stella’s Bar-B-Q in Sioux City and Dakota Rose Bar and Casino in North Sioux City, S.D.
Key elements the students considered in the marketing plans included target markets; brand research and results; analysis of strengths, weaknesses, opportunities, and threats (SWOT); media and creative strategies; creative execution; and a media plan. Students developed two different marketing campaigns for each of the four businesses. Marketing recommendations for Stella’s Bar-B-Q included suggestions for tag lines, graphic design images, advertising timelines, ways to increase visibility, and ideas for how to promote the family-friendly theme of the restaurant.
“I loved the presentations, they just thrilled me to death,” said Stella Harper, owner of Stella’s Bar-B-Q.
The marketing presentation for Dakota Rose included, among other things, proposals for redesign of the logo and new taglines such as “Lady Luck has a name,” “A brand new roll model,” and “Where Smaller is Better.” The proposals also included suggestions for print and broadcast advertising.
“I thought it would be fun to see what the students came up with,” said Kim Flom, manager of the Dakota Rose. “The students did a lot of research and talked with customers both here and at other places. It was great to see the creativity in their proposals.”
Larry Geisler, manager of Longhome Coffee Company, said the company was initially looking for ways to increase brand awareness and tap into the college market. The business opened in Sioux City in April of 2006.
“We received some really good visual presentations for print or billboards that all had a consistent message and feel,” said Geisler. “The students also came up with a very informative radio commercial.”
Dr. Pam Mickelson, professor of business and economics at Morningside, teaches the advertising classes and directs the project.
“Students enter the relationship with the client as students and complete the relationship as professionals,” said Mickelson. “Sometimes both marketing problems and advertising problems exist for a client, but we work through all of the issues and pitch a campaign that could be implemented. The students are able to deliver more than what the clients usually expect.”
This is the ninth year that students in the class have presented their marketing strategies to Siouxland businesses.