Brewster student joins Bentley College student-created marketing agency
WALTHAM â?? When William Bennett of Brewster wakes up for his 8:30 a.m. marketing class on Fridays at Bentley College, he isnâ??t expecting the usual classroom experience. There are no lectures. There is no note taking. Instead, the class of 23 students plunges into a real-world business goal â?? developing a marketing strategy for the new Ford Fusion.
After submitting a resume last November, Bennett was selected to join Definite Solutions, the student-created marketing agency developed for this project. Working with a real operations budget of $5,000 provided by the New England Ford Dealers and JWT Advertising Agency, Bennett and his teammates must manage their money wisely like any business as they compete against four other New England universities (University of New Hampshire, University of Southern Maine, University of Rhode Island and University of Massachusetts Amherst) to satisfy their client. To assist these students through their campaign, representatives from EdVenture Partners have also offered their support.
With Definite Solutions, Bennett is a member of the Advertising department. His personal responsibilities within the organization include promoting the Ford Fusion both on-and-off campus, developing a creative slogan for the campaign, and finding the perfect mix to advertise the Fusion.
After 13 weeks of hard work, Bennett and Definite Solutions will pitch their strategy to the New England Ford Dealers Association. If deemed as one of the top two teams after the initial presentation, Definite Solutions will have the opportunity to present their campaign to Ford, New England Ford Dealers and JWT executives at JWT headquarter in Massachusetts in May 2006. The best team wins a Scholastic Achievement Award of $3,000 and the chance to see their suggestions used to advertise the Ford Fusion.
â??Thus far, Iâ??m pleased with the ideas and energy of all the students,â? says Professor Ian Cross, the groupâ??s faculty supervisor. "They have acted professionally and I believe the agency can exceed the expectations of the New England Ford Dealers. This is a great learning opportunity and they are experiencing the challenge of delivering results under real business world pressure."
Bennett, a graduate of Nauset Regional High School, is presently a senior at Bentley College in Waltham, MA. He is also a member of the Bentley Filmmakers Club.