Northwestern University

Fall 2012 Winners - #BringingItHome

Ceri Roberts

Ceri Roberts

Ceri is a senior at Northwestern University’s Medill School of Journalism (with a concentration in Marketing), and will graduate in June 2013 with a Bachelor’s in Journalism, a certificate in Integrated Marketing Communications and a minor in Psychology. During her time at Northwestern, Ceri has participated in a variety of internships, including media relations for a dance company, marketing for a nonprofit and at Time Out Chicago magazine, and digital marketing at Columbia Records this past summer. Working at a record company solidified Ceri’s interest in marketing for the entertainment industry, and she is hoping to pursue a career in publicity for one of her three loves – music, movies or television – upon graduation. Ceri is originally from England but grew up in Atlanta (so she loves hot English tea and sweet Southern tea equally), and when she’s not consuming media, Ceri can be found dancing on her Indian Fusion dance team, promoting healthy sexuality as a peer educator, eating yummy food or adventuring to all corners of the globe.

 

“Working on a project like this for a real-world client was unlike anything I’ve ever done in a classroom setting.”

“The moment when we found our creative insight was literally an “Aha!” moment. I’d never experienced that before, and I know I’ll never forget this first “Aha!””

“To go through the process, from objective to brainstorming to our insight and through developing our plan, was an invaluable experience.”

“My teammates and I were genuinely excited about and proud of the plan we developed, which is a rare occurrence for a group project.”

Rajul Parekh

Rajul Parekh

Rajul is a graduating senior pursuing a major in Economics, a minor in the Business Institutions Program, and is completing the Integrated Marketing Certificate program.  She will be starting full-time with Accenture Management Consulting in Fall 2013. During her time at Northwestern she has been involved with Deeva Dance Troupe, an all-girls fusion dance team, and served as President of the South Asian Student Alliance. In her spare time she loves to bake cupcakes!

“[FOX Sports] U was a truly rewarding experience because we were able to apply the skills we’ve developed at Northwestern while working closely with the client.”

“We were able to let our creative juices flow while we engaged our business acumen to come up with a campaign we thought would be most successful.”

“I definitely walked away with a stronger grasp of entertainment marketing!”

Justine Johnson-Makuch

Justine Johnson-Makuch

Justine was born in Princeton, New Jersey and currently lives in Westport, CT. She is expected to graduate in the spring of 2013 with a B.A. in History and Legal Studies as well as an Integrated Marketing Certificate from the Medill School of Journalism. She volunteers to teach a comprehensive health curriculum to high school freshmen in Chicago Public Schools and is an active member of Kappa Kappa Gamma, Upsilon Chapter. She plans to attend law school and pursue a J.D. after graduation.

 

“Constructing an integrated social media campaign for FOX Sports Marketing Group was the most exciting project I have worked on at Northwestern University to date.”

“[FOX Sports] U challenged us to work as a group, think outside of the box, and incorporate client feedback. I could not have refined these skills simply by reading a textbook.”

“This opportunity was the most fulfilling and valuable experience of my college career.”

“The creation of this campaign had the perfect balance of freedom and direction while working with FOX Sports. Our group had the ability to explore various ideas and incorporate feedback, all while maintaining open lines of communication with the client.”

Mackenzie Barth

Mackenzie Barth

Mackenzie Barth is a senior at Northwestern University double majoring in communication studies and psychology, with an integrated marketing communications certificate from the Medill School of Journalism. This past fall, she was an audience research intern at Viacom Media Networks in Chicago and is currently working to launch the second issue of Spoon, the college food and cooking magazine she started on campus. Mackenzie will be graduating this June and has hopes to pursue her passion for business and marketing post-college.

” The FOX Sports challenge was engaging, thought-provoking, and showed me what it takes to be successful in the professional marketing world.”

“[FOX Sports] University is a unique opportunity that taught me so much about collaboration and client relationships. I am so thankful FOX Sports offered this program to Northwestern.”

Sanjana Shankar

Sanjana Shankar

Sanjana Shankar is a senior majoring in Communications Studies, minoring in Business Institutions, and pursuing Medill’s Integrated Marketing Communications Certificate at Northwestern University. Sanjana serves as the Executive Director of Mark, Northwestern’s ISBE’s Marketing Group/Advertising Agency. Over the summer, Sanjana interned with Mullen Advertising in Media Planning and has had previous internship experiences in corporate communications, and strategic marketing. In her free time she enjoys being a member of Alpha Phi Sorority and the Co-technical Director of Deeva Dance Troupe.

“It never fails to amaze me what a group of passionate integrated marketing students can do together.”

“Working with [FOX Sports] U and FOX Sports was a great opportunity to work with real clients and real industry challenges.”

James Morrow

James Morrow

Originally from Chicago, Illinois, Jimmy plans to graduate Northwestern University in the spring of 2013 with a bachelor of arts degree in Sociology with an Integrated Marketing Communications certificate from the Medill School of Journalism and a Business Institutions minor.  After graduation, Jimmy is deciding between working at a consulting firm or returning to Google where he worked last summer.  Jimmy is infatuated by marketing and hopes to one day return to a marketing position in his upcoming career.  In his free time, Jimmy is an avid outdoorsman where he took his passion and created the Fishing Club at Northwestern winning over $60,000 and a new boat for the club and university.

 

“The FOX Sports Challenge was an amazing opportunity; this was not a hypothetical case study like I have done before, this was a real problem that we had to solve for an actual company.”

“This opportunity really opened my eyes in terms of the specific jobs needed to develop a successful marketing campaign.  One person couldn’t just create the solution, seamless teamwork was absolutely critical.”

“We really had to think creatively, and sometimes even in an unorthodox ways, to create our campaign.”

 

Fall 2012 Project Description

Students in Northwestern University’s Medill School of Journalism kicked off a parternship with FOX Sports University and the FOX Sports Social Media Team in fall 2012. The entertainment marketing students were challenged to create a unified voice for FOX Sports by recommending a publishing strategy for FOX Sports’ social media properties (FOX Sports Facebook page and Twitter accounts–@FOX Sports, @NFLonFOX, @UFConFOX, @MLBonFOX, @NASCARonFOX, @CFBonFOX). Students surveyed the competitive landscape, researched the topic and presented their findings to the FOX Sports team for implementation throughout the year.

 

Professor Profile

Marty Kohr

Marty Kohr

Marty began teaching at Medill IMC program in 2008 after a 34-year career in integrated marketing communications at DDB, Y&R, Hal Riney and Leo Burnett on brands that include Budweiser (“Whassup!”), The Chicago Tribune, Heinz and Kellogg. He teaches persuasive messaging and entertainment marketing courses for undergraduate and graduate IMC students. Marty is also part of the Medill Career Services team working to strengthen employer engagement for the benefit of Medill students today as well as tomorrow.

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