From Lecture to Business Plan

Rachel Calhoun, Contributor

Dick Robert’s Advertising and Communications Strategies class at RMU has become an actual advertising agency, and their agency name is Colonial Communications Consultants (CCC). At this very moment, CCC is working on a campaign for America’s Natural Gas Alliance (ANGA).

They want to familiarize people with the company and how natural gas can better the world.

“ANGA has told us that natural gas will be cheaper for our vehicles, and it could help fuel our homes and businesses for cheaper prices,” explains Shanice Cook who is a part of CCC.

CCC’s motto helps explain ANGA a little better, which is “fueling for the future.”

Everyone in the class has been involved in this campaign since the beginning of the semester.  They are all working very hard every chance they get because they are only able to work on their parts during class.

Additionally, they have to race against the clock because the competition ends around the time the semester ends.

Cook elaborates, “Some of the students are creating posters, the social media team is working on a blog for people to look at, and the creative team has established an outstanding logo.”

“I am working in the Public Relations department of the ANGA Collegiate Energy Challenge, and we are responsible for holding and planning events on campus in order to gain public interest and awareness about natural gas,” explained Corrin Scumaci, another team member.  “Through this experience I will be able to include the project on my resume, gain credit for college, participate in a brand new program at Robert Morris, and most importantly gain real work experience in the career field that I will join after graduation.”

Roberts’ class has come up with a couple advertising strategies to attract the customers for the competition.

Carly Maloney, who is on the research team said, “We have been obtaining a lot of secondary research as well as compiling a survey.  We’re distributing it out to about 400 students, which is my main focus as of right now.”

There are 27 students split into five groups.  These groups include: Account Managers, Social Media, Public & Community Relations, Research, and Creative. However, they are not the only ones advertising for this company.

There are other schools competing against them by advertising for ANGA.  EdVenture Partner Programs is in charge of the competition, and the company has been based in Orinda, California since 1990.

“EdVenture Partners programs give companies, trade, and professional associations, nonprofit organizations and governments an innovative way to communicate with and utilize tech-savvy university students and top-notch educators on over 1,000 campuses nationwide in solving clients’ real problems through creative solutions and tangible results,” the company’s website explains.

This program is the only marketing education expert in the United States that brings together teachers, students, and clients for learning, collaboration, and benefits.

EdVenture Partners has reached over 100,000 students across North America and internationally, bringing industry partners into the classroom while delivering progressive, hands-on curriculum.

According to the EdVenture website, “The EdVenture Partner programs blend academic theory with practical, hands-on application, creating a “real-world” marketing and learning experience for students and educators.  Students grapple with real business challenges, and provide creative and innovative solutions to client’s marketing, brand building, research, sales, public policy, community affairs, and recruiting objectives and needs.”

Everyone in the class is on-board with working hard on this intense and time-consuming project.

Rachael Hower, a team member of CCC said, “I am excited to be a part of this class.  It’s giving me a sense of how a real world agency works.”

With all of the collective skills brought together to create CCC, their final product is sure to be successful.