Communication Students Create Strategic Marketing Campaign for HPAAC


HPAAC Campaign 1HIGH POINT, N.C., Dec. 17, 2013 – The High Point Area Arts Council (HPAAC) will implement a strategic communication campaign created by High Point University communication students this coming spring. The students spent the past semester creating a turn-key campaign for HPAAC to attract more people from the Triad to the council’s events.

The winning campaign was created by a team of students called “33 + Co.,” made up of Colleen Hollowood, Cara Read, Marin Seifert, Kelsey Swann and Samantha Vercellino. Their plan involves a hashtag campaign on social media, allowing community members to search for art around the city and post it on Instagram and other social media sites with the hashtag #ArtsEverywhere. They also planned promotions for Arts Council events, and created a new event, “Sip N’ Sketch,” allowing community members to bring a beverage of choice while decorating wine glasses.

“The marketing campaigns that the three teams presented for the Centennial Station Arts Center were all great,” said Debbie Lumpkins, HPAAC executive director. “It was truly hard to pick just one winner. Each team did their research, developed marketing plans and even recommended new events. Joining me in judging the campaigns were board members Susan Childress and Sparky Stroud, chairs of the Arts Council’s marketing and fundraising committees. We were impressed with the professionalism of the students in making their presentations and know they will be successful with their future marketing careers.”

“We worked diligently as a team to come up with innovative and effective campaign strategies and seeing these strategies put to use is extremely rewarding,” said Seifert, the team’s communication director.

“This project gave students hands-on, practical experience of working with a community client,” said Dr. Sojung Claire Kim, assistant professor of strategic communication. “This teaches the students how to be a professional and how competitive it can be in strategic communication field. Through this experience, they learn every step of the campaign development process, which makes them ready to take on any responsibilities in their future careers.”

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