Marketing Students Place Second in National ANGA Collegiate Energy Challenge
An enterprising group of marketing students from the University of Houston-Downtown (UHD) recently earned second place in America's Natural Gas Alliance (ANGA) Collegiate Energy Challenge. In recognition of their accomplishment, ANGA will award the UHD Management, Marketing and Business Administration Department $3,000.
Five UHD students and their marketing professor, Michelle Wicmandy, traveled to ANGA headquarters in Washington, D.C. where the students pitched their campaign, "Natural Gas: Benefits You Can Hang Your Hat On," to executives from ANGA who oversee its marketing and public relations initiatives. The objectives of the integrated marketing campaign were to generate awareness and educate Generation Y on the benefits of natural gas and natural gas production.
"The students' efforts paid off," said Wicmandy. "Placing in a national competition is an accomplishment that serves as a testament to the talent of our dedicated marketing students. In addition, participating in the ANGA Collegiate Energy Challenge gave each student a rare opportunity to apply the knowledge gained in the classroom with a real-world client and actually see the fruits of their labor."
The three finalists - Middle Tennessee State University, UHD and Texas A&M University - were evaluated on research, advertising, events and audience engagement, press coverage as well as technical merit. Creativity, presentation, communication skills and excitement around the topic also influenced the judges' final decision.
Wicmandy acknowledges that the project was a team effort. "One of the joys of this project was the opportunity to work with incredible people," she said. "I would like to express a special thank you to Katie Meier, EdVentures account coordinator, who guided the students and worked diligently behind the scenes to ensure a successful campaign. In addition, all of us at UHD greatly appreciate ANGA's support and participation in the EdVentures program to make this learning opportunity available."