Anne M. Cuomo, right, Executive Director of ASK, Association for the Support of Children with Cancer,  came to the class seeking  suggestions to help increase visibility for their established group and its upcoming marathon. From left, Emily Stringer, Shawden Sheabar and Kate Yost suggested several ways to generate renewed interest and attract sponsors.

Working with real business people to solve  real marketing challenges is what students like best about Integrated Marketing 371.

During the  4.5 weeks of summer school students worked with three different Richmond clients. Two teams of three students made presentations to each client. ASK and Vital Health INVA are health related, and nListHelp.com is a new internet business recently launched. 

To lay the groundwork, each client was asked to make a presentation to the students, emphasizing the areas where they felt they could use assistance. The students then formed mini-agencies, evaluated the potential needs of their clients, developed an integrated marketing plan and presented their campaigns on August 8 and 9.

Benedicta Suppey, left, Ted Stocki, center, and Jean Yang, right, huddle to put the finishing touches on their marketing plan, which they presented to the IVNA clients.

Suggestions spanned the creative field from dramatic name changes and logo redesign to media strategy and budgets. Each project was required to offer rational and emotional strategies and measurement mechanisms. Each client is presented with a portfolio of the suggested solutions and a graphics CD. 

For two seniors this was their last class in obtaining a business degree. Christy Parrett and Jaynelle Clafke will receive their degrees at the December commencement.