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Marketing Students Compete to Develop Best Video about Providence College 

Vote for your favorite video in our online survey

Providence, R.I.--The 14 judges and more than 125 people in the audience knew something was up when a cheerleader dashed down the center aisle in Slavin ’64 Hall, turning a series of back handsprings.

As music played, students wearing black T-shirts proclaiming “Every Day is Game Day” jogged in, handing gift bags to the judges as their classmates--including the cheerleader--lined the stage. One held a copy of the student newspaper, The Cowl. Another wore a white Friars Club blazer.

Their varied attire was meant to show the diverse makeup of their marketing class, which included “cheerleaders, writers, artists, athletes, and musicians,” along with members of the Board of Programmers and the Board of Multicultural Student Affairs, the students explained.

The extra effort was enough to propel the class to victory in the second “Dominican Order of Marketing Competition and Awards Show” presented by the Department of Marketing and hosted by adjunct professor Edward Gonsalves. Students in courses taught by Gonsalves--two Principles of Marketing classes and two Promotional Strategy classes--took part in the competition.

Each class was required to design a five-minute promotional video, targeted to prospective students, that “reflected a current student’s view of the essence of PC,” Gonsalves said. The process was intended to “drive home the importance of product and market development,” Gonsalves said.

“Every Day is Game Day” was the clear favorite of the judges and the audience, while the other videos--“Friartown’s Finest,” “Friar Works,” and “Word Hard, Play Hard”--finished within several votes of each other.

Videos for prospective students

Judges scored the teams on presentation, how the video met the overall objective, and the video itself. Audience members also completed ballots. Their results were tallied and counted as a single judge’s vote.

In keeping with the game-show style of the competition, there was plenty of entertainment. Shana Libassi ’14 (Scituate, R.I.) sang “The Star-Spangled Banner.” While the votes were tallied, Brendan Ginnetty ’14 (Smithtown, N.Y.) and Teddy Lord ’14 (Garden City, N.Y.) sang and played guitar. Ginnetty, Lord, Libassi, and Erin Rocha ’14 (Waterford, Conn.) then took microphones into the audience for what Gonsalves called some “PC karaoke,” with people invited to sing along to Journey’s “Don’t Stop Believin’.”   

Accepting the award for the top video were the director, Sara Corben ’14 (Plymouth, Mass.), and the co-director, Reaghan O’Brien ’14 (Ridgefield, Conn.).

“We wanted to show every aspect of the school, to show that working hard doesn’t just happen in the classroom,” said Corben. “It’s working hard whatever you’re doing.”

Having students in the class with editing experience helped, she said.

“Our editing team was in the library on the computer every night until closing for a long time,” Corben said.

The editing lead, John O’Keefe ’13 (Chelmsford, Mass.), said the editing alone took about 40 hours.

“We put so much work into this,” said O’Keefe. “We kept diligent and we kept to a good schedule. We kept the focus on the message we wanted to send. The beginning and the ending were our focal points.”

Alumni return as judges

The competition was judged by business representatives who included alumni; faculty, staff, and three students from last semester’s winning team: Rebecca Larrivee ’13 (Uxbridge, Mass.), Elizabeth Murphy ’14 (Boxford, Mass.), and Peter Froehlke ’13 (Pittsburgh, Pa.).

Business representatives who served as judges were Jon Mason ’96, founder of Swing Juice Hybrid Energy Drink; Kirk Bozigian ’73, founder of HKB Ideas; Guy Shaffer, vice president at RDW Group; Giovanni Feroce, chief executive officer at Alex and Ani, and Andrew Fogell, founder of Video Unlimited Productions.

Faculty judges were Dr. Piotr Chelminski, associate professor of marketing and department chair, and Dr. Dierdre M. Bird, assistant professor of marketing. Staff members taking part were Janet L. Castleman, dean of the School of Continuing Education; Christine E. Centazzo, coordinator of public affairs and community relations; Matthew S. Maurano ’06, admission counselor, and Siobhan E. Ross-Humphries, coordinator of the Instructional Technology Development Program.

Members of PC’s chapter of the American Marketing Association volunteered at the event.      

Even for students who did not win, the competition had its benefits.

“It was an interesting way to apply what we learned in class,” said Michele Gorman ’14 (Stratford, Conn.), a member of the “Friar Works” team. “Time management and coordinating with a class of 28 students was a learning experience.”

--Vicki-Ann Downing

To cast your vote for best video in our online survey, visit http://www.zoomerang.com/Survey/WEB22E4NK2T4B8  before December 31, 2011.

 

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