NORWOOD, Mass., Jan. 18, 2013 /PRNewswire/ — Students 15 to 17 get a jump on peers on becoming marketing innovators.
"Where's the Beef?" "Taste the rainbow." "Open happiness."
In the era of Mad Men, a slogan said it all. But in today's marketing universe — where the audience is global and customer service is as important as the product itself — the message needs to communicate so much more.
Stirring a frenzy around this season's must-have item isn't as straightforward as creating a killer ad campaign — although that helps. It's about finding a way to fill a need — by building and then communicating a real and lasting value — with the right products, the right message, and the right idea.
As John Stratton, the CMO of Verizon Wireless has said, "Your clients are in trouble. They are looking to you to save them. The ad inventory that has been sold for the last 50 years no longer works, and marketers have started to figure that out. In the process, your clients will fire, hire, fire, and hire agency after agency… seeking someone — anyone! — who can help them (perhaps) on where to go next."
Which is where Explo Marketing comes in.
Since 1977, Explo has been running highly successful, hands-on residential and day summer programs on the campuses of Yale University, Wellesley College, and St. Mark's School. And for years, high school students have filled Explo's marketing and advertising courses to capacity. Given their continued interest and passion, Explo decided it was time to give students greater access to the field, the knowledge base, and the creative innovators on marketing's cutting edge. So this summer, students 15 to 17 years old will help launch Explo Marketing on the campus of Yale University: http://www.explo.org/focus/marketing
These students won't be sitting in lectures or studying marketing analytics in the abstract. For two weeks, they'll learn by creating. Collaborating with industry leaders from Anomaly NY, Interpretive Simulations, Eleven, Energizer Personal Care, and Focus2Grow, Explo Marketing students will step behind the veil into the gritty, experimental, and avant-garde world of marketing. Each day, students will collaborate — and compete with — their fellow students on marketing campaigns, brand designs, and social media initiatives.
They'll experiment with simulation software (used by top business schools and executive training programs) to uncover the story behind market trends and sales reports. They'll race to save a faltering product, figure out how social media can help redefine a brand, and understand how the dynamics of market segmentation can help (or hurt) their product. They'll distill their messaging, learn how to interpret analytics — and find what makes them so important in the first place. But most of all, they'll discover what it takes to translate a client's needs into a campaign that captures the market just as well as it captures the imagination.
From Day One, students will work side-by-side with instructors, marketing mavens, and creative professionals on the vanguard of marketing who will inspire, challenge, and help them shape their ideas into groundbreaking campaigns.
As Kristi Jacobi, Assistant Director of Curriculum, says, "Our team spends a significant amount of time reaching out to professionals in the field, and finding ways to connect them to our students in innovative ways. You know you have a good thing when the industry leaders are jumping at the chance to be a part of your program!"
Founded in 1977, Explo runs a multitude of residential and day academic summer enrichment programs for students ages 9 through 17. Students from across the U.S. and 60 countries participate in fun and creative programs in visual and performing arts, science, politics, foreign affairs, business, medicine, technology and more. Explo aims to create a dynamic environment of intellectual inquiry, responsible decision making, and spirited adventure. Exploration Summer Programs is operated by Exploration School, a not-for-profit organization. Exploration has more than 55,000 alums who work and make contributions in a wide variety of fields across the U.S. and the world. For more information, visit:http://www.explo.org
Crystal Garneier + Tim Watson
Directors of Admission
Explo, Norwood, MA, USA