Marketing Students Work with Local Rotary Club
Marketing students in Marketing 384, Integrated Marketing Communications, recently completed a marketing project for the local Rotary Clubs. Students in this class have the opportunity to create, plan, implement, and evaluate client-oriented projects, developing an integrated marketing communication campaign.
Rotary Club Representative Thomas Rea approached marketing professor Dr. Ken Bahn early in the semester, asking for assistance on raising the visibility of Rotary in the community as well as growing membership and fundraising. Both Mr. Rea and Dr. Bahn felt a partnership between Rotary and JMU’s College of Business offers a lot of opportunity for both.
Rea, on behalf of Rotary, asked the class to create a “Social Media Marketing Plan,” that would help promote the local Rotary Clubs. Rotary Clubs in general are experiencing a decline in membership and general awareness. The clubs are looking for strategies to reverse this trend.
Four teams presented their final projects to Rotary representatives in early December.
The teams outlined several ideas for Rotary, including the following:
- Increase social media presence
- Have each Rotarian create an individual Linked In profile
- Target churches and business leaders separately to communicate and recruit
- Create “personality” for Rotary to help brand the organization and ensure consistency
- Use JMU interns to maintain social media sites
- Include short training session on social media during regular Rotary meetings
- Define the quality of the ideal Rotary member
The Rotary Clubs plan to award a ‘Consulting Fee’ to the outstanding team with the best plan. The winning team will be notified at the beginning of Spring Semester.
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