A student-run networking event earlier in March featured some well-known talent from Waterloo Region. Thanks to Bruno Cortez Sibella, Conestoga College technician, the speakers were captured on video. We will share a few of the highlights here.
Check out this opportunity to network with others in the marketing and communications field. The $10 entry fee will raise money for DreamShare Uganda, a local organization that supports the arts in a school in Uganda. This is an event organized by an IMC team as part of their events and project management course.
Getting to know the target market is a key learning for students in the IMC program at Conestoga College. Data base searches, primary research, and secondary research give students a view of the target through a public relations lens (what’s the company relationship with the target), an advertising lens (what media does the target watch,view, read) and a marketing lens (what consumer needs can the company meet). As a class exercise, the students are given a random product and asked to create a ‘persona’ of a target for the product. To emphasize the point that one must “paint a picture” of the target, the class is encouraged to draw on their inner artist to do just that and then present a detailed description of their creation.
The IMC class is cutting its teeth in marketing communications planning with a real client! Lee Valley Tools Ltd. of Waterloo, in the form of store manager Mike Johnston, has agreed to help the class in this project.
Mike visited the class recently to answer their questions, providing details about the company, its products, and its markets.
Getting a glimpse of what integrated marketing communications (IMC) looks like in the ‘real’ world was the goal today as the IMC graduate class visited both Quarry Communications and Home Hardware Stores Ltd. in St. Jacobs.
The students were treated to snapshots of what the daily life of an agency can be like as they listened to a project manager, graphic designer, media planner, web developer, and marketing operations manager discuss their jobs, their priorities and the tools they use to meet cleint expectations at Quarry. They heard how teams involving designers, copywriters, strategists, and project managers meet to collaborate on client work. It was a view into the agency side of the business. (and Steve and Kim were delighted to reconnect with IMC grad Michelle MacNaughton who works as a Project Lead at Quarry!)
At Home Hardware the class heard from the client side of the business. Jessica Keupfer, Manager of Public Relations, told the students about the collaboration between marketing, sales, advertising and public relations at the Canadian retailer. The company recently changed its tagline to “Home Hardware, Here’s How”, as a measure to more effectively reach a broader market – not just home owners, but anyone living in any kind of owned or rented accommodation that needs home improvement. She also provided some insight into the process behind the scenes of a Globe and Mail recent “Report on Business” article about Home Hardware.
Quarry generously provided their lunch area for the class to enjoy some Pop’s Pizza
Alan Quarry, CEO, chatted with the group about “Heart Beats Hate”, a pro-diversity, anti-bigotry rally he initiated. It will be held at Maxwell’s Concerts & Events, 35 University Ave. E. in Waterloo on Tuesday, Sept. 19. There will be speakers from the Kitchener-Waterloo Multicultural Centre along with music and food. He encouraged the class to attend. He reminded them racism exists when we are silent.
The IMC class was treated to a great presentation today by IMC graduate Valerie Tyschenko.
She shared her top tips with the class such as treat the work placement you get in the second semester seriously, ask lots of questions and learn from your mistakes now while in school, take advantage of faculty support, and learn from each other. In fact, she recommended that the class should get out and socialize together to build a strong connection with each other.
Valerie was an international student from Ukraine when she was a student. Now she works as a recruiter for Conestoga College.
It’s a real pleasure for faculty to see grads return – especially when they wow you with their presentation skills as Valerie did!
This past year integrated marketing communication graduate students created strategic plans for Waterloo Regional Crime Stoppers and media relations plans for the Ontario Crime Stoppers Association. To top off a successful year, the students were invited to present a summary of the plans at the provincial association’s annual training conference in June.
Graduates Marc Heroux and Clare Harper will be featured presenters at the conference to be held at Conestoga College on June 10.
In the lead up to the conference, Marc and Clare had their photos taken by Conestoga Technologist Chris Martin for an advertisement that will appear in the conference program handbook. The display behind the students is one sample of artwork conceived by the students as part of their plans.
The conference will be attended by 38 chapters of Crime Stoppers from across the province.
There was a lack of snow, but the wind was raw and the sun did shine at Winterloo 2017 where the IMC class held The Race through the Northwest Passage. Lots of families enjoyed learning how to keep warm in cold temperatures, how to build a fire, how to ice fish and then racing up the final station. The class had pitched several ideas to the organizers of the event and the “Great Race” event won. Photos by Nancy Assante
What’s a moustache worth? It’s in the millions of dollars apparently, according to Mitch Hermansen who spoke at an IABC Waterloo Chapter special event this morning. Mitch works with the Movember Foundation that raised more than $15 million just last year in its annual campaign.
Just the sight of someone wearing a moustache can now spark a conversation about Movember and the need to pay attention to men’s health issues. Men become walking billboards raising awareness of the issues, as well as dollars.
Some of those dollars have supported the research of doctors, including Hon Leong of the Lawson Health Research Institute in London, ON. whose research will deliver novel drugs that halt the spread of prostate cancer to determine if they are effective in stopping metastasis in the majority of prostate cancer cell lines.
Mitch said that the Movember Foundation is the only charity tackling men’s health on a global scale, year round. “We have one goal: to stop men dying too young.” The foundation, which began in Australia in 2004, has funded over 1,200 projects focusing on prostate cancer, testicular cancer, mental health and suicide prevention. As devastating as cancer is, the rates of suicide among men is startling. Every minute a man dies from suicide somewhere in the world.
The Foundation uses humour to break the ice because traditionally men are taught and encouraged to not talk about private matters or their feelings. To learn more, check the link to the Foundation’s website.
Winterloo came to the events management class on Tuesday of this week to hear different pitches for an event that the IMC class would implement and manage at the annual festival.
The class is eagerly waiting on the decision – will it be the Amazing Race, the fishing pond or the Great Escape? All incorporated either winter survival or diversity as their theme and each created an activity that families would enjoy. Whoever wins, it promises to be lots of fun!
Winterloo takes place in downtown Waterloo on Feb. 24 to 26.