ACU student group wins national integrated marketing
For immediate release
May 13, 1999
A team of five Abilene Christian University integrated
marketing students have been notified by Rolling Stone that
an integrated marketing campaign they created and
implemented to promote milk consumption among college
students has been chosen as one of four nationwide
The grand-prize winner package includes an eight-week
internship for one student at Rolling Stone in New York, a
weekly stipend and apartment accommodations for the intern
in New York, and a promotional feature about the student
campaign and the internship in "Rolling Stone Magazine."
Graham Duke, senior integrated marketing major from
Hurst, will be the ACU student representative to intern with
Rolling Stone. He led the student team created the winning
The team's campaign was designed to promote more milk
consumption among ACU students. Components included a print
campaign featuring prominent ACU personalities with milk
moustaches encouraging others to drink milk; special events
to promote milk consumption; a tie to a local non-profit
program to encourage more people to be involved; and a media
blitz featuring creative press kits including fresh milk,
information about milk-promotion events at ACU and
nutritional facts about milk.
Duke said the campaign was a success. During that week,
nearly 700 gallons of milk was consumed on campus while 400
gallons per week is average, 240 pints of chocolate milk
were donated to Meals on Wheels Plus of Abilene, and the
media blitz resulted in local newspaper and television
stories about the promotional activities.
Along with Duke, other team members included Lisa
Schmidlap, senior marketing major from Eureka, Mo.; Ethan
Whaley, senior integrated marketing major from Bellaire;
Jami Smith, senior integrated marketing major from Lubbock;
and Josh Copeland, advertising major from Arlington. Dr.
Jeff Warr, professor of journalism and mass communication,
advised the student group.
Concerning the internship, Duke said, "It's awesome.
I'm very blessed to be able to do this, plus, it's going to
look awesome on our resumes to say we won a national
While Duke is the only team member going to New York for
the internship, he said all team members gained valuable
knowledge through the campaign process.
"We learned how to create an integrated marketing
campaign," he said. "Probably most important of all, we
learned about responsibility and having to deal with
different kinds of people."
Warr said the project was a valuable teaching tool.
"Real world projects such as this provide the students with
experiences that are much more valuable than simple
classroom projects. It's primarily due to the fact they not
only have to plan the campaign, but execute it," he
In situations such as this campaign, Warr said, "Students
have real deadlines. They have to really work with the
media, so it's just like having their first job. And the
ultimate test then is they are judged by the target
audiences and not the professor."
The Rolling Stone internship starts June 1 and concludes
July 30. Duke said, "I'm looking forward to living in New
York and working for a big company. I'm anxious to see how
I like the fast-paced lifestyle."
If you are a member of the media who would like more
information about this release, please contact Tom Craig,
director of media and community relations, at firstname.lastname@example.org
or call 915-674-2692.
- Last update: May 13, 1999
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