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Beeby Clark+Meyler Selects Winners of Digital Marketing Challenge at Baruch College



Award-winning Digital Agency Provides Students with

Hands-on Opportunity to Develop “Go-to-Market” Strategies

 

New York, NY -- March 13, 2017 -- Beeby Clark+Meyler (BCM), an award-winning digital marketing agency, announced the student winners of its second annual Beeby Clark+Meyler Digital Marketing Challenge, a project in partnership with Baruch College’s Allen G. Aaronson Department of Marketing and International Business at the Zicklin School of Business.

The hands-on challenge called for the development of a complete “go to market” creative and media plan for a mock startup apartment-rental app. Over a period of approximately two weeks, students had to build teams of up to five students to execute on a new business pitch by researching target demographics; developing a logo, slogan and brand voice for the app; and crafting a media plan outlining how to distribute the campaign.

Eight teams, comprised of a mix of 30 undergraduate and graduate students, participated the challenge. In addition to working on their own, each team had the opportunity to go to BCM’s offices in New York City for a strategy meeting with one of the agency’s members to discuss the progress they made, the ideas and research they came up with, and to get feedback from professionals who do this work on a daily basis.

All teams competed for a chance to be one of two graduate and two undergraduate teams to present their proposed campaigns to a panel of judges. The BCM panel included Associate Creative Director James Ferraro, Account Strategist Katie Gaines, Manager of Performance (Media & Partnerships) James Mullany, and Associate Director (Search/Performance Marketing) Will Ryan. Also participating was Ana Valenzuela, professor of marketing at Baruch’s Zicklin School of Business.

“We are very impressed with the quality of work and marketing knowledge of the Baruch students,” said Mullany. “The students welcomed the opportunity to put their skills to the test in a setting that intentionally simulates a real new business pitch. It’s also refreshing for us at BCM to step out of our daily routines to discuss creative concepts and innovative solutions with future leaders in digital marketing.”

The Winning Teams

One graduate team and one undergraduate team were selected as winners of the Beeby Clark+Meyler Digital Marketing Challenge.

“It was a fantastic experience.”

Full-time MBA student David Bernstein, Mike Cherepko, Mayank Kapoor and Christopher Mooney, who all graduate in 2018, were members of the winning graduate team. They branded their app “Sweet Re-Lease,” incorporating a humorous, quirky digital strategy.

Participating in the challenge left a big impression on the team. “It was a fantastic experience. By putting together a full-fledged digital marketing strategy, we got to experience what an agency is regularly called upon to do: research target demographics, develop a creative messaging plan to speak directly to them, budget for that plan and institute key performance indicators for measuring its success.”

“…the opportunity to pitch it to a panel of experts”

The winning undergraduate student team was comprised of Judah Blumenthal and Michael Rubin, undergraduates studying economics and graduating in 2020. The team proposed the app “Finder’s Feed,” which focused on tailoring unique creative messaging to different audience groups based on media consumption and psychographic research.

In sharing their thoughts about the experience, the students noted that “learning how to create a marketing plan, and then getting the opportunity to pitch it to a panel of experts who shared what worked and how we could have improved it, was an incredibly informative and unique experience.”

The Beeby Clark+Meyler Digital Marketing Challenge

The competition provided students with an opportunity to apply their marketing skills to a real-world scenario.

“Becoming strong brand strategists who develop and execute innovative ideas is the aim of our marketing students when they graduate,” commented Professor Valenzuela in the Allen G. Aaronson Department of Marketing and International Business. “In its second year, the Beeby Clark+Meyler Digital Challenge and the terrific agency team really gave our students the opportunity to flex their creative muscles while challenging them along the way.”

The winning teams will receive a unique networking opportunity with senior leaders of the agency.

Baruch’s Graduate Career Management Center and Starr Career Development Center partnered with the Marketing Department and BCM on the initiative.

 

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