Saturday, 13 May 2006 | Levent OZLER
Art Institute of New York City Partners with Toyota
Students gain real-world marketing experience through Toyota-sponsored collegiate program
Toyota is sponsoring a unique opportunity for students to develop and implement a campaign to market the all-new Yaris. Students at the Art Institute of New York City are one of ten groups from select Art Institutes nationwide who are challenged with marketing the Yaris to its target audience - their peers. This unique industry-education partnership is part of a program sponsored by Toyota known as the Yaris Debut Challenge.
The Yaris Debut Challenge presents students with the rare and valuable opportunity to gain real world experience working with a prestigious client. During the spring quarter, these talented students will create a fully functioning marketing agency responsible for developing, implementing and evaluating a marketing campaign for their client, Toyota. The students' campaign strategies will focus on increasing awareness for the Yaris, using new and creative tactics. Students receive a $2,500 budget to help bring their plans to life.
After organizing their agency and analyzing research about their target market, student teams will spend the initial stage of the semester formulating a marketing strategy and developing campaign ideas. The students will then present their ideas to executives from Toyota and execute their campaign. The program culminates in a formal, agency-style presentation that serves as a unique opportunity for students to present their successes and results from the campaign.
Many of today's college students face challenges when entering the job market because they are lacking critical experience needed to find a job upon graduation. The Yaris Debut Challenge effectively bridges the gap between industry and education, providing students with hands-on, experiential learning that develops their skills and prepares them for the future.
In addition to executing the marketing campaign, students will be competing for a chance to present to Toyota executives at their North American Headquarters in Torrance, CA. The top three marketing campaigns will be selected at the quarter's end and students from those teams will be invited to present on their school's behalf. Cash prizes will be awarded to the top three schools based on the student presentations at headquarters.
The Yaris Debut Challenge is coordinated by EdVenture Partners, an education-marketing agency that designs unique industry-education partnerships at more than 300 campuses around the United States. EdVenture Partners, in conjunction with industry partners, provides each student agency with on-going resources, guidance and a project budget to implement their marketing campaign.
Watch for more information about the Yaris Debut Challenge at the Arts Institute of New York City throughout this spring.
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