APRil Report
Annual Report // 2016-17 Academic Year
The APRil Report
NSAC Team Wins 4th in Nation
1 1 Editor’s Note
The Advertising and Public Relations program at Grand Valley State University has been a large program for years. For evidence of that, see the data in the infographic on the adjacent page.
Nevertheless, in spite of our size and dynamic activity in experiential learning, community engagement, student-faculty collaborations, national competitions and other achievements in and out of the classroom, we are not often recognized for the depth, breadth and quality of our program.
That’s why we decided to do this annual report, which we hope will be the first of many. We are calling it the APRil Report, a play on the acronym for Advertising and Public Relations and the month of April, when the academic year ends. (This year we are later than April for a happy reason—waiting to see how our National Student Advertising Competition team, pictured on the cover, performed at the national finals in June).
We want to not only present the full scope of our program’s activities, but to thank and recognize the many people who contribute to our success. These include full-time and part-time faculty, students, alumni, internship employers, class clients, guest speakers, and many others on campus and in the community.
Enjoy reading, and please stay in touch with us all year long by following our blog and social media accounts listed on our web site.
Dr. Tim Penning, PhD, APR Professor Coordinator of the Advertising and Public Relations Program
Contents
4 ---- Faculty 9 ---- Program 16 ---- Students
[email protected] 22 ---- Alumni www.gvsu.edu/soc/apr
Editor — Dr. Tim Penning, APR, Professor and Coordinator of the Ad and PR Program Designer— Sabrina Antcliff, Graphic Design Major, APR Minor, CEO of GrandPR
2 2 715 students 3 affiliate faculty
tenure track 5 faculty 522 majors
193 minors part-time 11 adjunct faculty Advertising and Public Relations by the Numbers
course sections taught in summer, fall 60 94 and winter community semesters businesses and organizations served as clients in various courses
77 spring/ 18 out of summer state
i1nte9rnsh1ips 47 fall during 2017-18 school year 6 international
67 winter
3 3 Faculty
Three New Tenure-Track Faculty Join APR Program in Fall of 2016
With the departure of several faculty in recent years, the Advertising and Public Relations Program added three new tenure-track faculty in the fall of 2016. Tenure track faculty teach three courses per semester, conduct ongoing research, and advise students and take on other service or administrative tasks.
Yasmin Gopal has her PhD from the University of Georgia, where her dissertation was on selling in cyberspace. She has worked as an ad copywriter and free lance writer and taught at several other universities, most recently Western University in London, Ontario, and Marist College in Poughkeepsie, New York.
Adrienne Wallace has practiced public relations for 18 years, most recently at 834 Integrated Communications, and taught previously as an adjunct and visiting professor at Grand Valley State University for eight years. She is ABD (all but disser- tation) as she completes her PhD at Western Michigan University, where her focus has been on public relations and public policy. She is the faculty advisor to the Public Relations Student Society (PRSSA) and its student-run PR firm, Grand PR.
Fang (Faye) Yang received her PhD from Michigan State University and has taught previously at the State University of New York (SUNY) Cortland. Her research inter- ests lie in product placement, mobile advertising, social media marketing, and global brand management. Her recent work focuses on branded entertainment’s influence in place marketing strategy and explores the impact of movies on nation branding and public diplomacy. Before starting her academic career, Faye worked as a commu- nication specialist, marketing communications consultant, freelance translator, and college English teacher.
4 4 These three new faculty join Robin Spring and Tim Penning as tenure-track faculty in the program.
Spring joined the faculty full-time in 2014 after having taught as an adjunct for 10 years at GVSU and GRCC. She has 20-plus years of experience in media and advertising, has her MS in Communications from Grand Valley and teaches research, advertising fundamentals, copywriting and campaigns. She is also the advisor to the Advertising Club and the National Student Advertising Competition (NSAC) team. Her research is in the area of advertising pedagogy and recently completed a national study of advertising/ public relations professionals on their views of Ad/PR education.
Penning also taught as an adjunct before becoming a full-time professor in 2001. He worked in journalism and public relations for 20 years including for an international non-government organization (NGO), higher education PR, and for a foundation. He has his PhD in Media and Information Studies from Michigan State University. His research is in the area of PR history, financial communications, influences on PR content, and communication management. He teaches PR courses in fundamentals, media relations writing, corporate communications writing, PR management, advertising and PR ethics and law, and a graduate course in communication management. He serves as coordinator of the Advertising and Public Relations Program.
5 5 Affiliate Faculty
The Advertising and Public Relations Program is also well served by three affiliate faculty. Affiliates are full-time faculty who have no research or administrative obligation but teach five courses per semester.
Frank Blossom has an MBA from Davenport University and has worked as a copywriter and creative director at several advertising agencies. He was awarded the Silver Medal from the American Advertising Federation in 2010. He teaches courses in advertising fundamentals, cases and management, copywriting, and campaigns.
Peggy Howard has an MA from the University of Notre Dame. She worked in public relations agencies, including her own, for many years in all aspects of the field. She teaches PR fundamentals, media relations writing, corporate communications writing, and campaigns, and she also serves as the faculty coordinator of internships for the Advertising and Public Relations program.
John Stipe has an MS in Communications from Grand Valley. He worked 32 years in advertising for Booth Newspapers, the Michigan newspaper chain now known as MLive. He teaches research, advertising fundamentals, copywriting, and advertising cases and management.
Learn more about our faculty online at www.gvsu.edu/soc/apr under the ‘faculty’ link.
6 6 Local Ad and PR Professionals Ad to Faculty
In addition to the full-time faculty mentioned above, the Advertising and Public Relations program is well served by numerous professionals (many of whom are alumni) in the area who teach one or more classes as adjunct professors. We list them here with their full-time job titles and the courses they taught this year):
Dino Baskovic, Digital Strategy Consultant. (Technology in Advertising and Public Relations; Fundamentals of Public Relations);
Kate Betts, Director of Communications, Rockford Construction (BS, MS, GVSU School of Communications) (Public Relations Management and Case Studies);
Michael De Meyer, Strategic Brand Development Consultant (Public Relations Management and Case Studies, Advertising and Public Relations Campaigns);
Beth Dornan, Content & Communication Strategist for Amway North America (Fundamentals of Public Relations);
Chad Fopma, Freelance (BS, MS GVSU School of Communications) (Research Basics for Advertising and Public Relations, Fundamentals of Public Relations);
Jill Hinton Wolfe, Co-Founder, Distel Wolfe Experience Design (BS GVSU School of Communications) (Fundamentals of Public Relations, PR Case Studies and Management)
Matthew Mapes, Child Support/Custody Investigator, Ottawa County Friend of the Court (MS GVSU School of Communications) (Sports Promotion);
Angela Peavey, Sales and Marketing Manager, Saugatuck Center for the Arts, (MS GVSU School of Communication) (Technology in Advertising and Public Relations);
Chris Penney, Freelance, dogbyte Films, (Technology in Advertising and Public Relations);
Adam Russo, Owner, COM 616, President of West Michigan PRSA (BS Advertising and PR from GVSU) (Fundamentals of Public Relations);
Jonathan Snedeker, Business Development Coordinator, WGVU (MS GVSU School of Communication), (Media Planning)
7 7 Faculty Accomplishments 2016-17 .
Tim Penning, PhD, APR • “Nonprofit Financial Communication: Donors’ Preferred Information Types, Qualities and Sources” is in press to be published as a chapter in the “Handbook of Investor Relations and Financial Communications” this summer. • “High-Performing Corporate Communications Teams: Views of Top CCOs” was presented at the International Public Relations Research Conference in Orlando, Florida in March 2017. • Is serving this year as the secretary to the Executive Committee of the Public Relations Division of the Association of Educators in Journalism and Mass Communication (AEJMC) • Is serving this year as a member of the Public Relations Society of America (PRSA) Accreditation in Public Relations (APR) Marketing Committee • Is a member of the editorial board of the Journal of Public Relations Research
Adrienne Wallace, ABD • “Nights in the Light” is in press as a chapter in the book “Cases in Public Relations Strategy” to be published this spring. • Elected to: WMPRSA Board of Directors, GVSU Honors Faculty Council, GVSU Faculty Facilities Planning Advisory Committee, GVSU Alumni Association Executive Board • Appointed to: Social Media Association of Michigan Advisory Board, Michigan Apple Association Apple Queen Judge • Named a finalist for the West Michigan Woman Magazine Brilliance Award – Mentor Category
Faye Yang, PhD • “Movies’ influence on Country Concept” was published in the book “Shaping International Public Opinion: A Model for Nation Branding and Public Diplomacy” • “Do violent movies scare away potential visitors?” was published in the International Journal of Advertising
Robin Spring, MS • “Liberal vs. Professional Advertising Education: A National Survey of Practitioners”: article to be published in forthcoming issue of Journal of Professional Communication. • Elected to: American Advertising Federation of West Michigan Board of Directors, serving as Student Initiatives Director, Sponsorship Director and American Advertising Awards Committee; GVSU School of Communications Faculty Development Committee • Appointed to: Interim Coordinator for the GVSU Advertising/Public Relations major for the School of Communications, GVSU School of Communications Technology Committee • Named “Outstanding Advisor” at the annual Student Life Awards in April 2017 for her role as advisor to the Student Ad Club
8 8 Program
Ad and PR Program a Model of Student Scholarship and Community Engagement
The university encourages student achievement, high impact learning, and community engagement. In Advertising and Public Relations, these goals are achieved on large scale and through long tradition. We also do it in a unique way that is specific to the fields of advertising and public relations.
Advertising and Public Relations students exhibit scholarship and community engagement through participation in national competitions and professionally affiliated student organizations highlighted on the following pages in the student section. Our students conduct professional and applied research in nearly every class. They also completed real- world advertising and public relations projects for nearly 60 organizations in 2016-17 in various classes through our class clients program. They completed internships at nearly 200 organizations in Michigan and beyond. And they expanded their learning and professional networks at our APR Speaker Series and PopUp Pedagogy programs. We celebrate their success in our annual Superior Awards program in which their class assignment work is judged by local professionals.
All of this ensures that students are active in scholarship and practice, engage the community, and experience high impact learning. It’s also why the Advertising and Public Relations program was named ‘Outstanding GVSU Department’ at the 2016 Student Life Awards.
9 9 APR Speakers Discuss Political Communication and International PR
The APR Speaker Series brings in one speaker per semester to discuss a hot topic in advertising and public relations. In October, WOOD TV 8 political reporter Rick Albin spoke to students, faculty and community members about messaging in political campaigns. He has interviewed every president since Gerald. R. Ford. Albin has worked in radio and on television in five states, discussing a variety of topics including political debates. His experience ranges from local governments to national politics. Albin is also the host of the show “To the Point” that airs Sundays at 10 a.m. on WOODTV8. He pointed out specific that messaging for both the Donald Trump and Hilary Clinton campaigns used rhetoric that is similar to rhetoric used in previous 16 presidential campaigns.
In February, Kara Alaimo, a professor of public relations at Hofstra University and a global public relations consultant and author of the book: “Pitch, Tweet or Engage on the Street: How to -17Practice Global Public Relations and Strategic Communication”, spoke about international public relations. Her presentation consisted of her talking the audience through cultural clusters around the world and how to adapt public relations messages, strategies, and tactics to these differences. The cultural groups included Confucian Asia, South Asia, Latin America, Sub- Saharan Africa, the Middle East, Anglo Europe, Latin Europe, Germanic Europe, Nordic Europe, and Eastern Europe.
10 10 PopUpPedagogy Engage Students With Local Professionals In addition to the APR Speaker Series, the Advertising and Public Relations program has occasional more intimate events in which local professionals come to talk about specific issues in the field. In the fall, a group of professionals led a “branding summit” to walk student through some exercises to enhance their understanding and skills related to branding. In March, during Women’s History Month, a group of women professionals participated in an interactive discussion about young women entering the advertising and public relations professions.
Ad and PR Students Engages Community with Robust Class Clients Program For years the Advertising and Public Relations program has given students hands- on experience or what is called “experiential learning” through its class clients program. This is also an excellent way to engage the community and serve various businesses and nonprofit organizations. Depending on the class, students created ads, media kits, communication plans, and full campaigns. We thank the 59 organizations who worked with us this past year:
Allendale Community FieldDay GV International Center; Peace Corps Recruiting American Bedding Solutions GV Laker Tradiditons Applied Medical Devices Institute GV Women's Center Bystander Intervention Program Bid-2-Benefit-Youth GVSU History Dept Biker Bills Magic Money Harbor Humane Society Bostwick Lake Inn/Mangiamo Heartland Builders Brian Diemer Family of Races High Five Brewery Bricks 4 Kidz Honey Creek Pet Food Byron Center Historical Museum Honor Yourself LLC Campus Recreation JDRF Charlie's Canine Care Lakershore Habitat for Humanity City Built Brewing Lakeshore Habitat for Humanity Clara Cookies Liberal Studies Department Columbian Logistics Network Loves Ice Cream Comic Signal Michigan Rag + Marushka Community Media Center Moonlight Bootlegger 5K Cosmetic Hideaways Muskegon Home &Garden Cosmetic Solutions Oddest Supply Company Courtyard Concerts OGO Initiative Energize Our World Camp Plantenga’s Cleaners ExpertIT Redwater Restaurant Group Farmhouse Cider Star Crane and Hoist GR Parks and Recreation Department Star Crane and Hoist GR Treetops Adventure Park Study Abroad Gracious Grounds The C.R.A.P. Store Grand Haven Chamber The KREWE Green Glove Dryer The Spoke Folks GRFC Twig Hockey Company Growler Gallop UICA USS Silversides Sub and Museum 11 11 Students Complete Internships Across State and Around the World
All Advertising and Public Relations majors are required to complete one 3-credit internship, and many do more than one. Increasingly, students are going beyond west Michigan and even to other countries to gain this valuable experience. More than 160 organizations had one (or more) of our students as interns this past year:
102.9 W4 Country Fusion Shows 834 | Integrated Communications Gemini Publications A. K. Rikk's Gentex Corporation Access Health GHSP AdFed West Michigan Governor Snyder/ State of Michigan Aflac GR After Hours Alternatives In Motion Grand American Realty Property Management Grand Apps Aon Risk Solutions Grand City Tanning Appropos Grand Haven Area Convention and Visitors Bureau Auxiliary Inc. Grand Occasions GR Blue Fish Aquarium Grand Rapids African American Health Institute Boyne Mountain Resort Grand Rapids Ballet Bridal Elegance Grand Rapids Children’s Museum Celebration! Cinema Grand Rapids Civic Theatre Chipotle Mexican Grill Grand Rapids Drive Choice Energy Products LLC Grand Rapids Film Festival COM 616 Grand Rapids Griffins Commonwealth//McCann Grand Rapids Symphony Dean's Food (Country Fresh) Grand Valley State University Deksia Grand Valley State University Campus Life Dialog Direct Greater Hopes Family Services Distel Wolfe Events, LLC GRNow.com Doner Grotenhuis Earthwork Music Collective Gunnar and the Grizzly Boys Easter Seals GVSU Athletics Elsa Leigh Designs, LLC GVSU Campus Dining (Aramark) Enclave GVSU CLAS Academic Advising Center Enterprise GVSU Sustainable Agriculture Project Eric Engelbarts GVSU University Communications Eumom marketing Harbor Industries Inc. eumom.ie Health Alliance Plan EverGreen Ministries Health Plan Advocate Extra Credit Projects Helm Inc. Family Heritage Herman Miller, Inc. Farm Bureau Insurance Hilco Fixture Finders Farmhaus Cider Co. Holland Board of Public Works Five Star Real Estate/ Dolci group Howies Hockey tape For the Love of Shoes IDville Frontier Promotions Innovative Client Connections Funky Buddha Yoga Hothouse isportsweb.com
12 12 Jessica Ann Tyson Johnson Center for Philanthropy - Community Research Institute Joint Action Committee JW Marriott Ken Bush Kent County Parks Foundation Fusion Shows Koru Village Gemini Publications Lambert Edwards and Associates Gentex Corporation Larry’s RV Center GHSP Lee & Birch Governor Snyder/ State of Michigan Love INC of Allendale GR After Hours Main Street Pub Grand MapleCreek Senior Living Center Steve LeVine Entertainment & Public Relations Grand Apps Marx Layne & Company Susan G. Komen Michigan Grand City Tanning Mary Free Bed Rehabilitation Hospital Talent 2025 Grand Haven Area Convention and Visitors Bureau McDaniels Insurance Agency Teeranid Shipping Corp Grand Occasions GR mcgarrybowen The Black Sheep Grand Rapids African American Health Institute Media star promotion The Borgen Project Grand Rapids Ballet Mercantile Bank of Michigan The Buckle Grand Rapids Children’s Museum Merlin Law Group The Buntin Group Grand Rapids Civic Theatre Michael Colasanti The City of Grand Rapids Michigan Grand Rapids Drive Mid-West Family Broadcasting The Freebird Club Grand Rapids Film Festival Modern Day Events & Floral The Grand Rapids Children's Museum Grand Rapids Griffins MSX International The Image Group Grand Rapids Symphony Muskegon Lumberjacks The Salvation Army Social Services of Kent County Grand Valley State University National Environmental Group The Spot On Group Grand Valley State University Campus Life National Kidney Foundation of Michigan The Talent Business Greater Hopes Family Services OXX Beyond Rugged The Wyndgate Country Club GRNow.com Porteen Gear Tri-County Triad Grotenhuis Potomac Metals Inc. Trio Townhomes Gunnar and the Grizzly Boys Provost Office-John Berry-Design Thinking Initiative True Value GVSU Athletics Pure Visibility Truscott Rossman GVSU Campus Dining (Aramark) Quicken Loans US Lawn Mower Racing Association GVSU CLAS Academic Advising Center Rachel Dalton Communications USA Financial GVSU Sustainable Agriculture Project Robert Bosch LLC Van Andel Institute GVSU University Communications Roosevelt Park Ministries Van Andel Institute Graduate School Harbor Industries Inc. Saugatuck Center for the Arts Ver Duin's Inc. Health Alliance Plan Seamless Auto Transport Vimax Media Health Plan Advocate Senate Majority Leader Arlan Meekhof Virgin Soil International Helm Inc. Shefit Apparel Web Traffic Partners Herman Miller, Inc. SK Hand Tool Well Design Studio Hilco Fixture Finders Spartan Graphics West Michigan Therapy Dogs Inc Holland Board of Public Works Spectacle Creative Media WGHN Howies Hockey tape Springboard Marketing WMEAC IDville St. Ann’s Wolverine Worldwide Innovative Client Connections Steelcase YMCA isportsweb.com Stella Event Design Zaytoon LLC
13 13 Superior Awards Recognize ‘Superior’ Work in Class
For five years the program has held an awards program in the spring named The Supe- rior Awards. The name recognizes the fact that the Ad and PR program offices and many classes are in Lake Superior Hall, but it also is a way to recognize those students who do superior work on their many class projects. The entries are judged by area professionals and alumni, as well as professors. We congratulate this year’s student winners and thank the judges.
Winners of the 2017 Superior Awards were announced at an event in the Eberhard Center.
Judges (PR) Organization and Job Title
Adrienne Wallace Assistant Professor Amanda St. Pierre GR Foundation, Strategic Communications Manager Amanda Passage Lambert Edwards & Associates, Director Angela Peavey Saugatauk Center for the Arts, Marketing Manager Ben Kaluski Freshwater Digital, Account Manager Beth Dornan Amway, Content and Communications Strategist Bradley Gordon Holland Community Hospital, Marketing & Communication Chad Fopma GVSU, APR adjunct Chad Ghastin CRM Lifecycle Marketing, Principal Consultant Chea Jackson Lambert Edwards & Associates, Director Chris Penning Our Full Attention, Principal Clare Wade Spectrum Health, Manager, Internal Communications Daltyn Terpstra Eataly, PR Coordinator Daniel Spicer Our Full Attention, Principal Dave Nitkiewicz Experience GR, Specialty Market Sales Manager Derek DeVries Lambert Edwards & Associates, Digital Strategist Eleanor O'Hara FleishmanHillard, Assistant Account Executive Grace Johnson 834 Design, Internal Project Design Heather Halligan Marketing Specialist, Hungerford Nichols Jeremy Witt West Michigan Tourist Association, PR & Marketing Manager Jessica Beswick Lambert Edwards & Associates, Associate John Barfuss Barfuss Creative Services, President Katherine Holloran Mercy Health, Director Leah Twilley Mercy Health, Communication and PR Manager Megan McCarl Lambert Edwards & Associates, Senior Associate Roberta King GR Foundation, Vice President, PR & Marketing Stephanie Kotschevar Experience Grand Rapids, Public Relations Specialist Terri Howe Howe Marketing, Owner/Principal Tyler Lehner Weber Shandwick, Assistant Account Executive Yasmin Gopal Grand Valley State University, Assistant Professor 14 14
PR Awards Student names (T=team) Class Standing and Class
Single Tactic Andrea Photiou Senior, PR, CAP 423
PR Campaign Sean Billisitz Senior, PR, CAP 220 Kyra O'Dell Senior, Comm Studies, CAP 220 Aaron Robert Junior, PR, CAP 220 Rebecca Thomason Senior, PR, CAP 220
PR Media Kit Brianna Olson Junior, PR, CAP 321
PR Case Study Kelly Carmien Junior, PR, CAP 320 Andrea Photiou (T) Senior, PR, CAP 320 Erica Farr (T) Senior, Health Comm, CAP 320 Molly Stepahnak (T) Senior, PR, CAP 320 Aubrey Tran (T) Senior, PR, CAP 320
Erin Stehlik Junior, PR, CAP 320 Molly Stepahnak (T) Senior, PR, CAP 320 Andrea Photiou (T) Senior, PR, CAP 320 Erica Farr (T) Senior, Health Comm, CAP 320 Aubrey Tran (T) Senior, PR, CAP 320
PR APA Research Paper Hunter Burin Sophomore, PR, CAP 115 Evan Clark Freshman, PR, CAP 115 Shelby Darichuk Freshman, PR, CAP 115 Madison Barnes Sophomore, PR, CAP 115
Advertising Awards Single Ad Ricyra Braziel Sophomore, CAP 210 (no major selected)
Ad Campaign Christopher Bergeron (T) Sophomore, Ad, CAP 210 Carlos Santiago (T) Christopher Pfahler (T) Kaelyn Moceri (T) Liam Carter (T)
Marissa Ensing Junior, Ad, CAP 210 Kyle Hams (T) Junior, Ad, CAP 210 Riley Halbrook (T) Junior, Communications, CAP 210
Vanessa Landsdale (T) Sophomore, PR, CAP 210 Kayla Bucci (T) Junior, Comm Studies, CAP 210
15 15 Students
PR Student Wins Student of the Year Award from Local PRSA Chapter
Ermoyan speaks at the WMPRSA PRoof Awards ceremony in May.
Jaclyn Ermoyan, an April 2017 graduate, was honored by the West Michigan Chapter of the Public Relations Society of America (WMPRSA) as its Student of the Year for 2017. While at Grand Valley, Ermoyan served as the CEO of the award- winning, student-run public relations firm GrandPR, which is a part of the GVSU chapter of the Public Relations Student Society of America (PRSSA). In this role, she managed a team of more than 25 students and various projects for community clients. As the CEO of GrandPR, Ermoyan participated in the 2016 Public Relations Student Society of America’s National Conference as a panelist and expert in student-run firm processes, organizational structure, retention and success. Ermoyan also went beyond the APR major to be involved in the GVSU community. She was a co-creator of Humans of Grand Valley in 2013, which shares Laker experiences and aims to encourage a strong sense of community on campus. Ermoyan was also an integral part of planning the TEDxGVSU event in February. She was the 2017 recipient of the Thomas M. Seykora Award for Outstanding Contribution to the Campus Community. During her time at Grand Valley, Ermoyan gained professional experience working in University Communications, the Career Center and University Development, and participated in the Cook Leadership Academy. “In June Ermoyan earned the PRSSA National Gold Key Award, the highest individual honor from this national organization
16 16 Rachael Vruggink Named Outstanding APR Student for 2016-17
Rachel Vruggink, an April 2017 graduate, was named Outstanding APR Student for 2016-17. Each year, every GVSU major program selects one student for this prestigious recognition. Vruggink earned the award not only with her high grade point average, but also her active involvement outside the classroom. She was President of the Student Advertising Club this past year. She also was account executive on the National Student Advertising Competition (NSAC) team (see related story). Vruggink also had several internships at area advertising agencies while in school. Jaclyn Ermoyan (left) and Rachael Vruggink (right) with their Student Life awards.
PRSSA Chapter Holds Regional Conference in Grand Rapids
The GVSU Chapter of Public Relations Society of America (PRSSA) entered a bid to host a regional conference and was approved by the national PRSSA office. Partnering with the PRSSA Chapter at Ferris State University and after months of planning, they held a three-day weekend PR conference in April that involved workshops, panels, tours and activities. Their hard work earned them the “Outstanding Educational Program” award at the annual Student Life Awards in April 2017. A recap of what they did is illustrated in the infographic on the next page.
17 17 Regional PRSSA Conference by the Numbers
18 18 GrandPR Gives Students Practical Agency Experience
GrandPR is a nationally affiliated, student-run public relations firm created and managed by student professionals attending Grand Valley State University. The staff is made up of more than 20 student professionals in various roles, bringing together previous internship, Clients for the 2016-17 academic year include: educational, and personal experiences to produce quality work for community clients. GrandPR commits to providing strategic public • American Bedding Solutions relations counsel with innovative communication tactics from a • ANSWER Nepal fresh perspective. The firm is managed and organized the same way a • Awesome Mitten traditional firm would be that utilizes Account Executives as project • Conference on the Americas managers. • Grand Rapids Latin American Film Festival This semester the firm took on various client projects, including • GVSU Advertising and Public Relations re-branding, logo design, social media management, content Department creation, and event planning. With a genuine enthusiasm for what • GVSU Anthropology Department they do, GrandPR produces results that enable clients to reach their • GVSU Honors College objectives by establishing and maintaining mutually beneficial • Hopz Girl / Four Turtles Beauty relationships. • Humane Society of West Michigan • Kent Special Riding Program The student professionals on staff demonstrate a passion for the • St. Ceciila Music Center profession because they are not getting any internship credit, class credit, nor payment. The incentive is the beneficial experience of learning and applying new skills, and working with clients.
Fall 2016 GrandPR Staff
19 19 GVSU National Student Advertising Team Is Fourth In Nation
Grand Valley State University’s National Student Advertising Competition (NSAC) team took first place in the American Advertising Federation (AAF) District 6 competition on April 21st. AAF District 6 is a “mega-district” due to the large number of collegiate teams competing from Michigan, Indiana, and Illinois. As one of 19 district winners, the GVSU team made a pitch via video in a second round and were selected as one of eight teams in the U.S. to move forward to the finals at the AAF National Convention—known as ADmerica—in New Orleans in June. There, they placed fourth in the nation and won the award for “Best Use of Market Research.” The team, comprised of 19 students, crafted an advertising campaign to meet specific objectives for national client Tai Pei frozen foods. Assistant Professor Robin Spring, of the GVSU Advertising and Public Relations Program, was the team’s advisor. Students worked on the project for two semesters by conducting research, refining strategy, producing tactics, and perfecting their campaign plans book and 20-minute presentation.
The NSAC team assembled to celebrate their district win in South Bend before going on to national competition in New Orleans.
20 20 “The amount of talent on the team is incredible,” said Addison Wittry, one of the Account Executives of the project. “When that is paired with the hard work and dedication we had, it was no surprise that we were successful.” “Our team’s diverse skill sets were the real game changer,” said Rachael Vruggink, the team’s second Account Executive. “We weren’t all just creatives or strategists, but a well-rounded group from different majors and backgrounds. This took our critical thinking, strategy, and creative from good to great.” This is the third time Grand Valley has placed first in the district in the 10 years they’ve competed in the contest, and their third time at nationals. The National Student Advertising Competition was started in 1973 and is the oldest and largest student advertising competition.
Grand Valley State University NSAC 2017 team members include:
Rachael Vruggink Account Executive, Presentation Team Addison Wittry Account Executive James Sturtridge Creative Director, Video, Photography Elizabeth Konen Research Director, Presentation Team Mari Behovitz Integrated Promotions Director Abbie Fielding Media Planning Director Alex Rabideau Account Planning, Integrated Promotions, Presentation Team Ari Zucker Account Planning, Media, Presentation Team Dan Goubert Creative Team, Copywriting Joey Parks Creative Team, Graphics Madeline Schaefer Creative Team, Graphics Alex Knaisel Research Team, Treasurer Bethany Garcia Research Team Kat Wille Research Team Jaclyn Waligora Media Planning Kate Lewis Media Planning Theresa Wierenga Integrated Promotions Ashley Barrett Integrated Promotions Hawra Al-Howaishy Fundraising
21 21 Alumni
Chad Ghastin Returns from New York as ‘Alumni in Residence’
Giving a public speech, visiting classes, working with faculty, attending the Dean’s Alumni Luncheon, socializing with student organizations and cheering on GVSU at the football game, Alumni in Residence Chad Ghastin spent his return visit to GVSU last fall sharing his experiences, knowledge, and passion for the university.
Ghastin graduated from GVSU in 1998 with a degree in advertising and public relations. He is currently an independent consultant in New York City, focused on digital marketing and customer relationship management with companies including, Birchbox.com and NBC News. Professor Tim Penning said that throughout Ghastin’s visit, Ghastin shared valuable information from his career and from what he had learned in his time at GVSU.
In his public speech on Oct. 13 “Digital Communication: What Has Changed in 18 Years Since Graduation,” Ghastin told the audience about how technology, data and media have changed the entire communications field with traditional media companies being replaced by more technology based companies. He encouraged students to be constantly learning to keep up with all of the changes. Alumnus Chad Ghastin chatted with President Haas at an alumni reception last fall. Despite the changes in technology Ghastin said it was important to view technology as tools that allow advertisers and public relations officials to be more targeted and deliver the right message to the right people at the right time.
“Really think about what we’re trying to do, which is communicate with human beings,” Ghastin said. “There’s a lot of technology, a lot of shiny objects, out there. But technology isn’t a substitute for a great idea or something that evokes emotion in people.”
After the talk students were able to ask Ghastin questions about his career in New York City. Ghastin was also able to visit a few classes and spend time giving students feedback on their projects. Ghastin credits GVSU with preparing him so well for his career. He said the hands-on work he was asked to do in his classes combined with all the different types of communication he learned helped him to be prepared.
22 22 Alumnus Jacob Cochran hired as account executive in iconic New York City agency
During a family trip to New York City when he was in the 3rd grade, Jacob Cochran told his family that one day, he wanted to live there.
After graduating from the GVSU Advertising and Public Relations program in 2015, Cochran started out working at a marketing agency in Grand Rapids. It didn’t take long for him to set his sights on New York. While looking for opportunities in his dream city, Cochran came across Carrot Creative, a digital advertising agency. It seemed like a perfect fit because it was owned by VICE Media – a company he had been 2015 Graduate Jacob Cochran is pictured in one of Grey Group’s iconic staff images. interested in – and it specialized in the digital space.
After a couple rounds of interviews and a presentation, Cochran was hired by Carrot Creative to work on the Chipotle account. The team created all of Chipotle’s digital and social media content. Cochran was a part of campaigns like the national launch of chorizo (a new menu item), which involved creative elements like Snapchat geofilters and lenses, as well as media buying. Cochran said that while working at Carrot was a great experience, he wanted to work on something other than fast casual dining.
“I also wanted to see what a large, more traditional New York City ad agency was like,” he said. Grey Group is a much larger, global agency based in NYC that has been around since 1917. Grey works with some big names, such as Canon and Volvo.
“They also continuously win the award of ‘Agency of the Year,’ so for me, Grey was a place where I wanted to be,” Cochran said.
Cochran landed an account executive role with Grey on the UPMC account. Cochran said he finds the work for UPMC, a medical center and hospital group, more rewarding than what he was doing for Chipotle. Cochran also enjoys working at Grey because their clients trust them and give a lot of room to play when it comes to developing campaigns.
Cochran credits the internships he had while a student at GVSU for creating a good foun- dation for his career. Cochran also appreciated the diversity of the faculty in GVSU’s APR program. Cochran also had some advice to share with current students.
“Think big,” he advises. “I know classes can be stressful and projects are overwhelming when you have 10 at a time, but while you’re in university, use this as a time to think bigger about what impact you want to make on not only your career, but the industry as a whole. While you’re in school, use that time to get a better understanding of where you want to end up 23 within the years following graduation.” 23 Alumna Goes from Student to Class Client in One Year
Marion Donahue (2016), Marketing Coordinator at Columbian Logistics Network, returned to the classroom one year after graduation as a client in a Corporate Communications Writing class.
In April of 2016 Marion Donahue sat in a classroom in Au Sable Hall working up the confidence to present her Corporate Communications Writing project to the class cli- ent she had been working for all semester. One year later, in April 2017, she returned to the same classroom, but this time she was the client herself.
Donahue was hired right after graduation at Columbian Logistics Network, where she had been an intern. She brought her boss to class this year to see the current students present their work to them. He noted that they had for her to graduate because they were eager to hire her.
“You guys are learning tactics and skills that transfer extremely well,” said Blair Thomas, Director of Customer Care at Columbian, to the students in that AuSable Hall class- room. “When we hired Marion, she replaced a person with several years of experience. In her interview, her answers all started with ‘Yeah, I’ve done that,’ and ‘Here’s how I handled this for another client.’ Even though she was straight out of college, we didn’t miss a beat.”
Donahue is just one of several alumni who have either been a class client or referred one. It’s just another way that “Laker for a Lifetime” is demonstrated in the Advertising and Public Relations Program.
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New Efforts Underway to Keep in Touch With APR Alumni
If you are a graduate of the GVSU Advertising and Public Relations program and enjoyed this publication, keep your eye out for new ways to keep in touch. This fall, current students will launch an APR alumni newsletter. Also, if you haven’t already, follow our blog “Enlighten” and our Twitter, Facebook, and LinkedIn accounts. Links to all of them are on our web site: www.gvsu.edu/soc/apr
Another opportunity to stay engaged with the APR program is to consider a contribution to the Frederick A. Chapman Endowed Memorial Scholarship. Professor Chapman taught in the APR program from 1990- 2000, and his family set up the fund in his memory when he passed away. The fund is just a few thousand dollars short of the $30,000 needed to start offering $1000-$1200 scholarships to public relations students interested in community service. Giving can be done easily online—look for a sidebar about the Chapman Scholarship and link to give on our web site: www.gvsu.edu/soc/apr
Twitter: @gvsuAPR
Facebook page: GVSU Advertising and Public Relations Major Program
LinkedIn group: GVSU Advertising and Public Relations Major Program
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