Jennifer Conners is a senior, majoring in Integrated Marketing Communications. She will be graduating this Month.
While most students went to GreenFest this past weekend to enjoy the music and rides, a few of us had another purpose. My student-run marketing agency, Asimo Integrated Marketing, successfully executed an integrated marketing communications plan designed to increase awareness of the Honda Civic Coupe at GreenFest as part of our Marketing 472 class.
We created a campaign consisting of a sponsorship with SDSU’s GreenFest, social media efforts, event flyers, a contest among students, and a short questionnaire designed to show off the fun, appealing attributes of the Honda Civic Coupe to the Generation Y market. The campaign reached more than 4,000 campus and community members. At GreenFest, thousands of students got an exclusive look into all of the features the 2012 Civic Coupe has to offer, including eco-
friendly initiatives and gas-saving options. We hosted a photo booth and passed out reusable water bottles to support GreenFest’s campaign to go green.
To wrap up the program, our team will be presenting our results to Honda representatives in a formal, agency-style presentation. Overall, it was a great experience and we were proud to sponsor such a huge campus event on Honda’s behalf.
Other team members, who will all graduate this month, included Ashley Daily, Marketing; Eliza Cuevas, Integrated Communications; and Ryan Walczuk, Integrated Marketing Communications.