Green at Work Weekend a Success

The Integrated Marketing Communications class held a successful event at Fairview Park Mall on the weekend, raising awareness of Cadillac Fairview’s environmental program and of the Conestoga College program. In the process, they raised $316.00 for Sustainable Waterloo Region.

Some memories from the weekend –


A member of the lead team, Danielle Cudmore is host at the “Are you Smarter than a Conestoga Student” game at Fairview Park Mall April 6 and 7.


IMC studnets at their Green at Work Weekend event, Kathleen Macdonald, project leader; Chelsea Benedetti; Taylor Rutherford; Samantha Fox; and Danielle Cudmore.


IMC students at work: Carolyn Tomkins, Nick Shorey, Jenny Caheunas, Jenny Golling, Kathleen Macdonald, Alejandro Hernandez, Nicole Renfer, and Dawn Gollen.


Abimbola (Bim) Akintade operates the technology behind the game, “Are You Smarter than a Conestoga Student?”


Andrew Henderson hosts the feature game, “Are you smarter than a Conestoga student” at the Green at Work Weekend event at Fairview Park Mall, April 6 and 7.


Kathleen Macdonald holds the bin of contest entries in the Green at Work Weekend event and Leah Landriault, Marketing Manager from Fairview Park Mall, draws the name for the winner of a Blackberry phone. Donations to enter the contest were collected or Sustainable Waterloo Region, a not-for-profit that supports local ‘green’ initiatives.


Be a tree – students from the IMC program implemented the Green at Work Weekend event April 6 and 7 at Fairview Park Mall. The ‘leaves’ on the tree behind the students each contained the name of shoppers who gave $2 to play “Are you Smarter than a Conestoga Student”, or “Minute to Win It” – these names were entered into a draw to win a Blackberry.

Weekend event at Fairview Park Mall tests students’ skills

In second semester, the class was divided into six teams and then two requests for proposal were distributed – one to plan and implement a graduation event for the end of the year, and one to plan and implement a weekend event at Fairview Park Mall in April. Three teams pitched for each event.

The task aligns with two courses – project management and event management, as well as involves their graphic design course in the production of collateral materials for each event. The assignment also introduced the students to the world of consulting and pitching to a request for proposal.  While all pitches were graded, two teams were selected, one to lead each event.

As a result, The “Green at Work ™ Weekend” event will be held at Fairview Park Mall April 6 and 7.  The lead team created a fun and interactive event that will inform shoppers and employees who work at the Mall, about the number of green initiatives supported by Cadillac Fairview, owners of the Mall.

The team’s proposal presented a clear sense of the event vision and the project management elements required to make it happen, giving the client confidence in the team’s ability to manage the project. Appreciation is extended to Mall Management who have supported the learning process and is working with the students to implement a professional event.

All 33 students in the program will participate during the weekend event, sharing shifts to run games and award prizes. This focus on team work and collaboration, so important in the work place, is stressed throughout the IMC program.

Sustainable Waterloo Region is the not-for-profit organization that will benefit from donations received during the event.

As a final cap to the one-year post-grad program, the students will celebrate with dinner and a party at the end of April. It is intended to be a chance to unwind and celebrate the end of a busy and demanding school year.   The proposals for this event also had to outline a vision and detail the project management elements. The lead team, selected by class vote, created an event vision around a 007 theme.

The assignment is another example of how the Integrated Marketing Communications post-grad program tries to give students ‘real’ experience that they can use to build skills and knowledge, and eventually use in their resumes.