Syracuse University student-run PR firm works on national campaign for Chevrolet

Syracuse University student-run PR firm works on national campaign for ChevroletNovember 15, 2005Jaime Winne Alvarez jlwinne@syr.edu

This semester, 10 advertising and public relations students in Campus Hill Public Relations, a student-run public relations firm run under the auspices of Syracuse University’s chapter of the Public Relations Student Society of America (PRSSA), have participated in a unique learning opportunity, applying classroom work to real-world situations.

As part of the Chevrolet Marketing Internship Program, which bridges the gap between industry and education, students at SU and 12 other universities were tapped to promote to their peers two new Chevrolet models. Campus Hill PR has worked on the campaign, conducting hands-on learning and working in a business partnership with Chevrolet.

“From an educational standpoint, this is a great opportunity for the students to interact with a real client, work within a real budget and actually conduct hands-on practice, beyond classroom learning,” says Robert Kucharavy, professor of public relations in the S.I. Newhouse School of Public Communications and faculty advisor for Campus Hill PR and SU’s chapter of PRSSA.

Working with their client, students created a fully functioning marketing agency responsible for researching, implementing and evaluating an integrated marketing campaign (IMC). The firm received a $2,500 budget to help bring their plans to life.

After organizing their agency and researching their target market, student teams spent the beginning of the semester formulating their marketing strategy recommendations and campaign ideas. After presenting their concept to executives from Chevrolet, the students are now executing their campaign and tracking and analyzing results.

As part of their campaign, Campus Hill PR has organized “Pull Ahead on Marshall Street,” an event this Thursday, Nov. 17, from 10 a.m.-5p.m., to showcase Chevrolet’s Cobalt and introduce the all-new 2006 HHR. Highlights include free food, giveaways and product information. The outdoor event will feature several brand new Cobalts and HHRs. Local Chevrolet dealers will be on site to answer questions and a Cobalt will circle the block during the lunch hour to showcase the car’s style and road handling. All vehicles on display are courtesy of the Romano Chevrolet and East Syracuse Chevrolet dealerships.

In addition to seeing both models up close, attendees can walk away with prizes including key chains, bracelets, soda cozies and more. While the promotional event is a pinnacle of the program, the participating students will conduct post-event research and analysis to evaluate their campaign’s success.

“Campus Hill PR wants Syracuse students to enjoy Chevy giveaways that are made with college students in mind,” says Erin Suber, the firm’s co-director. “Working with Chevy has been an exciting opportunity for Campus Hill PR.”

The program will culminate in a formal, agency-style presentation that serves as a unique opportunity for students to develop public speaking and presentation skills, in addition to building self-confidence. The student firm will present the results of its research, along with an evaluation of the campaign strategy and execution, to Chevrolet executives and local Chevrolet dealers.

For more information on the Chevrolet Marketing Internship Program at SU, contact Katie Siglin at Campus Hill PR at (570) 460-8368or kasiglin@syr.edu.