University of Minnesota

Fall 2012 Winners - "Your Wolves"

Andrew Sarvey

Andrew Sarvey

Originally from Minneapolis, Minnesota, Andrew will graduate in May of 2013 with a B.A. in journalism and minor in management from the University of Minnesota. His studies within the major were focused on advertising and strategic communications. He is a sports aficionado and hopes to find a career within the advertising industry that involves his passion.


“FOX [Sports] U gave us the amazing opportunity to explore the many aspects of a marketing campaign in a real world situation.”

“FOX [Sports] U created a positive competitive atmosphere and allowed us the freedom to be creative; these two factors were a large part of my interest in the class.”

“Developing a marketing campaign for Minnesota Timberwolves is not something most students can say when asked, ‘what are you doing in your class?’”

Tate Vaughan

Tate Vaughan

Tate Vaughan is a recent graduate of the University of Minnesota-Twin Cities, earning a bachelor’s degree in Journalism with an emphasis in Strategic Communication. She is interested in all aspects of strategic communication, but is especially passionate about social media. Tate hopes to one day make her mark in the world of music and entertainment through digital entertainment marketing.


“FOX [Sports] University gave me the knowledge and real-world experience of learning marketing and marketing research directly in the field.”

“Working with FOX Sports North has been a fantastic experience and wonderful opportunity. Working with a real client forces you to think outside the box and make a stronger campaign than if it were a class project.”

“[FOX Sports] University is unlike anything I’ve ever done and I know it will be helpful for future projects and career endeavors.”

Kelsey Batkiewicz

Kelsey Batkiewicz

Kelsey Batkiewicz is a Minneapolis native and a recent graduate from the University of Minnesota’s School of Journalism and Mass Communication with a Bachelor’s degree in Strategic Communications. She is an avid attendee of concerts and Minnesota Wild hockey games. In the future, she hopes to work for a non-profit or open her own music venue.

“Fox [Sports] U was such an amazing opportunity in my final semester of college. I can’t wait to see our ideas come alive for the next Timberwolves season!”

“Working with my group for this project was such a rewarding experience. We worked so well together, and had a really fun time putting together our campaign for Fox [Sports] U. We are now all friends for life.”

SooYeon Bae

SooYeon Bae

SooYeon Bae is originally from Seoul, South Korea. She came to Minnesota as a high school exchange student through the Rotary Club in 2007 and she has never left from Minnesota. She is senior at the University of Minnesota School of Journalism and Mass Communication and will graduate with her bachelor’s in journalism with an emphasis in Advertising and a minor in Chinese. She interned in the Marketing department of Vandergeeten in China. Vandergeeten is a company that distributes European goods into the Chinese market. She planned and followed up with marketing for the second quarter. She mainly coordinated the summer beer events. She loves to work in the marketing department within the sports, entertainment, and investment industries.

“[FOX Sports] U gives confidence for me to step forward into the real world.”

“[FOX Sports] U was one of most valuable experiences for creating something that is worth more than getting a grade for a class.”

“The [FOX Sports] U program is win-win program for both FOX Sports and the students who are participating.”


Kathryn Blong

Kathryn Blong

Originally from Woodbury, Minnesota, Kathryn will graduate from the University of Minnesota with a dual degree in Graphic Design and Strategic Communication. She is proud to have worked on this Timberwolves campaign, and it was a great opportunity to use skills from both of her majors.

“This was a great opportunity to have while still in school- it has given me practical experience that I can take to interviews and jobs upon graduation.”

“Creating this campaign was such a great project, from our first brainstorming meeting to seeing the execution of our ideas, it was truly rewarding experience.”


Carrie Walker

Carrie Walker

Carrie Walker is a college senior from NE Minneapolis, Minnesota. She has studied at the University of Minnesota in marketing and public relations for three years and is graduating May 2013. Carrie has completed a communications and marketing internship with Minnesota Opera and continues marketing projects with its young professional group, Tempo while remaining employed part time within the Minnesota Opera’s marketing department in ticketing. She has a passion for using the creative process to bring people together to explore new ways of reaching audiences.

“This has been my best group project in my college career; I made relationships that extended beyond the classroom and will continue to be beneficial in the future.”

“FOX Sports North gave me an opportunity to get more real life experience with marketing, advertising, and public relations.”

“Through this project I realized my strengths and was able to further develop skills that I had not yet applied.”

“Working on a campaign for the Timberwolves pushed me past my usual work in the performing arts and encouraged me to think beyond familiar boundaries.”


Fall 2012 Project Description

FOX Sports North kicked off its partnership with the University of Minnesota’s School of Journalism and Mass Communication in the fall of 2012. The class was challenged with creating a marketing campaign that promoted Minnesota Timberwolves basketball telecasts on FOX Sports North. Students focused on how to engage fans and enhance the enthusiasm for Timberwolves basketball among Minnesota sports fans. Campaigns were designed to begin in August 2013 and continue into the 2013-2014 season.


Professor Profile

John Eighmey

John Eighmey

John Eighmey is the Raymond O. Mithun Chair in Advertising in the University of Minnesota’s School of Journalism and Mass Communication. He is a specialist in the development of consumer-driven advertising strategies for national brands.

Eighmey’s journal articles on Internet advertising place him among the 10 most widely cited on the subject. His path-making article “Profiling User Responses to Commercial Websites” (see Journal of Advertising Research, March 1997) has been cited in 311 subsequent articles and books.

At the University of Minnesota, Eighmey serves as the Director of Graduate Studies for the Professional M.A. in Strategic Communication. This is a two-year cohort based program for professionals working in strategic communication positions in the Twin Cities. In March, 2010 the Murphy Reporter reviewed the first five years of the program.

Eighmey’s latest publication is “The Psychology of Persuasion: Perspectives for Theory, Research and Application in a Diverse World.” This comprehensive and innovative readings book is co-authored with Osei Appiah and published by Cognella (forthcoming early in 2011).

In March of 2010, Eighmey and four Twin Cities strategic communication leaders, presented “When We Meet in 2020 What Will Advertising Vision Be?” at the annual conference of the American Academy of Advertising.

In August of 2009, George Anghelcev (Penn State University) and John Eighmey presented their paper “Motivation Crowding and Word of Mouth Advertising: Why Extrinsic Incentives Could Make People Less Likely to Buzz” at the Annual Conference of the Association for Education in Journalism and Mass Communication in Boston, MA.

In August of 2008, Eighmey and doctoral student Rebecca Swenson presented their paper “Salesmanship-in-Print and the Ownership of Consumer Desire: Lessons from Judicious Advertising, 1915-1925″ at the Annual Conference of the Association for Education in Journalism.

Eighmey’s most recent journal article “Harlow Gale and the Origins of the Psychology of Advertising” written with Sela Sar was published in the Winter, 2007 issue of the Journal of Advertising.

Also in 2007, Eighmey and George Anhelcev won the Top Faculty Paper Award in the Advertising Division for the Annual Conference of the Association for Education in Journalism and Mass Communication. The paper is titled “Motivation Crowding: The Hidden Costs of Introducing an Incentive in Advertising to Promote Intrinsic Behavior.”

In 2006, his article “Why Do Youth Enlist? Identification of Underlying Themes” was published in Armed Forces & Society, Vol. 32, No. 2, (January, 2006). Also in 2006, “Brand Zealotry: What is it, and who are the zealots?” written with Sela Sar and George Anghelcev, was published in the proceedings of the 2006 conference of the American Academy of Advertising.

In 2005, “Complementary Roles of Dual Process Models, Theory of Reasoned Action, Media Priming and the Concept of Consideration in the Development of Advertising Message Strategies” was published as a chapter in Kardes, F.R., Herr, P.M. & Nantel, J. (Eds.), Applying Social Cognition to Consumer-Focused Strategy. Lawrence Erlbaum Associates: Mahwah, NJ. This chapter was co-authored with Wanda Siu, now a member of the faculty of the Chinese University of Hong Kong.

An earlier article, “Profiling User Responses to Commercial Websites” published in the May-June, 1997 issue of the Journal of Advertising Research has been cited by 316 articles and books about Internet advertising and marketing. A bibliographic analysis of citations from key sources has identified Eighmey as one of the 10 most widely cited scholars on Internet advertising (see Journal of Advertising, Spring 2008).

From 2000 through 2003, Eighmey served as a member of the National Academy of Sciences Committee on the Youth Population and Military Recruiting. This committee was established in January, 2000 at the request of the U.S. Department of Defense to examine the youth population and military recruiting policies and practices.

In January, 2003, The National Academies Press published a book written by the NAS Committee on the Youth Population and Military Recruiting. It is titled Attitudes, Aptitudes, and Aspirations of American Youth: Implications for Military Recruitment. In 2004, the committee members completed a second book, also published by the National Academies Press, titled Evaluating Military Advertising and Recruiting: Theory and Methods.

Eighmey has extensive professional experience in the advertising industry and has been a faculty member at Notre Dame University, the Medill School of Journalism at Northwestern University, the University of Alabama, and Iowa State University.

From July, 1996 to July, 2003, Eighmey led a successful $18 million fund-raising campaign to found the Greenlee School of Journalism and Communication at Iowa State University. While at ISU, Eighmey was recognized with the Provost’s Visionary Award for “creativity in higher education” for his Kellogg Foundation sponsored project to develop an educator network in Iowa to support journalism education in Iowa’s 15 community colleges and 4-year colleges. The Iowa Newspaper Association recognized Eighmey as a “Friend of Iowa Newspapers” for his efforts encouraging the foundations of the three state supported universities in Iowa to provide more complete access to information concerning foundation records and activities. In June, 2003, the Iowa College Media Association established the John Eighmey Service Award to recognize individuals who advance journalism education in Iowa.

From 1980 to 1989 Eighmey was a member of the senior management of the New York office of Young & Rubicam, one of the world’s largest advertising agencies. At Y&R, he first served as Vice President and Director of Account Research Services. This position was first created and held by George Gallup. In 1984, Eighmey was promoted to Senior Vice President and Manager of Creative Services. In that position he was responsible for the 330-person creative and production departments at Y&R in New York. While working at Y&RNY, Eighmey also served as an adjunct associate professor of marketing at Wharton.

In 1976 and 1977, Eighmey served as Deputy Assistant Director for National Advertising (and manager of the advertising substantiation program) at the Federal Trade Commission in Washington, D.C. Eighmey was awarded the Superior Service Award of the Federal Trade Commission for “unprecedented achievements in applying his learning and insights to all the programs of the Division of National Advertising.” He was the first non-lawyer to hold a managerial position in the FTC’s Bureau of Consumer Protection.

Eighmey is a member of the editorial review boards of the Journal of Advertising Research and the Journal of Interactive Advertising. He served two three-year terms on the Accrediting Committee of the Accrediting Council on Education in Journalism and Mass Communication. Eighmey holds a doctorate in Business Administration (Marketing) from the University of Iowa.

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