This spring, students in College of Western Idaho’s (CWI) Marketing Management program had an incredible opportunity to apply the knowledge and skills they are learning in the classroom in support of launching a local product. The project was completed as part of a collaborative effort between the professional-technical program and Washington Federal, Inc. to create advertising for the bank’s new Agri-Business product.
CWI’s Principles of Promotion class spent the semester researching the corporation’s brand and services to create a print and radio advertisement promoting the bank’s new line. On Wednesday (April 22) six groups of students presented their campaign ideas. Local radio personality Robin Scott, with Townesquare Media, volunteered her time and talent to read the proposed radio spots, as well as provide expert insight on successful campaigns. Several Washington Federal executives attended the presentations, including Vice President of Relationship Management, Reid Wiggins, Tom Van Hemelryck, Rob Carroll, and Elaire Bachman. Wiggins, who is a member of the Marketing Management program’s Technical Advisory Committee, played a significant role in making the project a reality.
Following the presentations, Wiggins shared “CWI and the Marketing program do such a nice job connecting academics to the professional world. We all left impressed with the quality and thought that went into the presentations.”
Wiggins also says he plans to share the concepts with Washington Federal’s corporate marketing team in hopes they can help guide a future campaign for the Agri-Business product.
“This is a prime example of the miraculous heights students can achieve if someone simply believes in them,” adds Marketing Management Program Chair, Rob Walker. “[Washington Federal’s] participation helped validate the efforts we are making in the Marketing Management program in delivering quality education in our community, regardless of a student's background. Education is enhanced when community-based organizations join forces to create real world opportunities for students.”