West Virginia University’s P.I. Reed School of Journalism has kicked off its IMCY Award Competition, with a grand prize of $5,000.
Underwritten by School of Journalism alumni Jim Blair and his wife Marsha and developed by School of Journalism faculty, the competition provides journalism students with the opportunity to design an Integrated Marketing Communications (IMC) campaign for a real-world client.
“We have known for years that WVU graduates are among the most capable in the world academically,” Jim Blair said. “We are happy to participate in this competitive forum where our best students can fully demonstrate their creativity in a ‘real-life’ environment and get a taste of the thrill of competition that powers the advertising profession.”
This initial pilot program of the competition is open only to current students in the undergraduate advertising program, who can compete individually or in small teams of up to four members for the grand prize.
Competition participants will design their campaigns for K. Liana, winner of WVU College of Business and Economics’ 2004 Entrepreneurship Center Business Plan Competition. K. Liana is an independent company that designs, manufactures and sells unique handbags that utilize replications of vintage magazines, newspapers and trinkets and feature top-quality leather and hardware.
“This is a unique opportunity for our advertising students to put their knowledge and skills to work in a big way, especially since the campaigns they create will be for a live business,” said Sheila Wexler, visiting assistant professor in advertising.
Competitors are required to determine advertising objectives and strategy for K. Liana, including media plans and creative elements of advertising copy and design. Incorporating K. Liana’s logo and overall marketing image, campaigns will include the design of banners, direct mail postcards, catalogue CD cover, magazine ads, Web pages and HTML-based e-mails.
“We’re very excited that our students have this opportunity to develop work for a real-world client,” said Maryanne Reed, Dean of the School of Journalism. “It is this kind of experience that helps build resumes and portfolios and launch careers into a very competitive market. We hope to continue this competition for many years to come and expand it to allow all SOJstudents to compete.”
Entries will be judged in late March, and first-round finalists will present their campaigns in mid-April. The IMCY Award winner will be announced in late April and awards will be made at that time.
Katherine Harrell, owner of K. Liana, will participate in the judging and implement the winning campaign in the following months.