In second semester Integrated Marketing Communications students at Conestoga College took on the challenge of designing an event that would promote Fairview Park Mall’s Green at Work initiative.
The Mall does an amazing job of operating in an environmentally-conscious manner. Learn more by reading about Green at Work.
As a result of the event, the students were able to donate $316 to Sustainable Waterloo Region, a not-for-profit that supports green programs in the region.
The cheque was presented by IMC program co-ordinator Kim Denstedt at SWR offices to Anna Beard, Public Relations Generalist, and Mike Morrice, Executive Director on May 1.
The students had to design the event and also create and implement the marketing communications strategy to promote it. The event resulted in media coverage in SNAP KW. Interestingly… the reporter who covered the story is also a Conestoga graduate! Yeh Conestoga!!
Another team of students planned an end-of-year graduation gala for the class and did an excellent job of creating a memorable evening around a 007 James Bond theme. They even created a specialty cocktail for the evening.. shaken, not stirred!
Both events were graded as part of the event management and project management courses in second semester. While the focus in first semester is on creating an IMC plan, in second semester students are challenged to implement (project manage) tactics that may be part of the plan. In addition to event and project management classes, these two tasks required the students to design the collateral materials – advertisements, signage, invitations, awards etc. required for the two events as part of their creative strategies class. Contacting the media was incorporated into their media relations class.
The focus of the post-graduate certificate program is on experiential learning – lessons are quickly applied in real settings providing students with an opportunity to learn as well as add real experience to their resumes.