Students from Marketing Professor Carrie Heilman’s Promotions program recently placed second at the district level of the American Advertising Federation’s National Student Advertising Competition (NSAC). The McIntire team competed April 21, 2023, against seven other schools in their district, from Virginia, North Carolina, and South Carolina, and was narrowly bested only by Liberty University.
The 2023 NSAC tasked AAF college chapter teams with developing a plans book and 20-minute presentation detailing an integrated strategic advertising/marketing/media campaign in response to a case study reflecting a real-world marketing challenge provided by this year’s corporate client, Indeed.
Aiming to increase brand awareness and engagement by 18- to 24-year-olds with the job website, the team’s “It’s Your World and It’s All on Indeed” campaign was recognized for its high-caliber video executions and “ready for prime time” quality.
One judge commented that “all the creative executions were as ready to air as one could ask for.” Another said, “Their creative strategy was very buttoned, and I would have been pleased to present this quality of work to a client.”
“These students worked incredibly hard and accomplished so much despite the ups and downs that this year presented,” Heilman says. “I couldn’t be more proud of them for their determination, drive, and grit. Like every year, I am going to miss them dearly, but I know they are ready to hit the real world and represent McIntire at the level of excellence most have come to expect from our graduates.”
AAF’s NSAC is “the premier college advertising competition in the nation” that challenges more than 2,000 college students to think critically and develop high-level integrated marketing campaigns for some of the country’s most recognizable brands, according to the trade association. Student teams first compete during April at the district level. After semifinals in May, the top eight advance to finals, where each team pitches their campaign in front of client judges to win the national title during ADMERICA, the AAF’s annual conference, in June.