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NATIONAL STUDENT ADVERTISING COMPETITION
GAIN INSIGHT AND INCREASE
BRAND AWARENESS
“Students get a chance to create all the
facets of a creative campaign. They understand the work involved in researching and planning and
implementing every detail. It prepares students extremely well for what they will be doing in an
agency or for a client.” David Koranda
Professor University of Oregon
WHAT IT MEANS TO BE AN NSAC SPONSOR
The AAF’s National Student Advertising Competition (NSAC) is a unique program
that challenges student teams to design a comprehensive marketing campaign
that addresses a real-life issue facing your brand. As a corporate sponsor, the
NSAC provides you with valuable insights, fresh ideas and pertinent data all
while building brand awareness with the next generation of marketers and
consumers. The student teams are comprised of college chapter members
from nearly 200 schools across the country. These students have been trained
in the art and science of the advertising and marketing industries and have
produced innovative and ingenious marketing plans year-after-year.
Headquartered in Washington, DC, the American Advertising Federation (AAF) serves as the “Unifying Voice for Advertising.” We
have more than 200 local clubs across the country. representing nearly 40,000 advertising professionals. The AAF helps more
than 5,000 college chapter members kick-start their careers with an array of student programs. We have nearly 100 corporate
members who are loyal and supportive of our ongoing efforts. Each year, the AAF hosts numerous programs and initiatives,
including the Advertising Hall of Fame, the American Advertising Awards, the National Student Advertising Competition, the
Most Promising Multicultural Students program, the Mosaic Awards and summer AdCamps for high school students.
“The NSAC is a fantastic opportunity for students to apply
everything they have learned in the classroom, into a real-world,
practical situation. Nothing prepares [students] better than participating in
what is essentially a new business pitch by creating a fully integrated
marketing plan.” Blaise D’Sylva
VP Media Dr Pepper Snapple Group
NSAC Timeline
• May
Finalize sponsorship details with the 2018 NSAC Sponsor
• June
Announcement of NSAC Sponsor during ADMERICA
• June–August
AAF National + NSAC Sponsor collaborate
and finalize case study for NSAC teams
• Late August/Early September
Release case study to NSAC teams
• September–March
NSAC teams work on their campaigns
• April
District Competitions—15 competitions at the local level
• Early May
Semi-Finals—top 18 schools compete
• June of the Following Year
Finals—top 8 teams compete during ADMERICA, AAF’s
national conference, for 1st–3rd place
HOW THE NSAC WORKS Each year, the AAF partners with a major company to challenge its college
chapter members to develop an integrated marketing campaign for a specific
product, service or brand aimed at diverse target audiences. This corporate
sponsor provides a case study reflecting a real-world situation, outlining the
campaign’s objectives and the sponsor’s current advertising situation. College
chapter teams conduct research; identify consumer needs; and pinpoint how
to effectively communicate the sponsor’s message. Students then develop a
comprehensive campaign that includes creative executions, media placement,
public relations and other promotional tools. The teams pitch their campaigns
to a panel of industry judges through a three-tiered competition structure.
Often times, the client is so impressed with the quality of work, that they
incorporate elements of the students’ campaign into their national branding.
“Pizza Hut saw this opportunity with the NSAC
as a way to help move our digital ordering channels ahead of the
pack. Those that advanced all the way to the finals should know that their work could stack up against a lot of what we see in the real marketing
world today.” Jared Drinkwater VP of Marketing
Pizza Hut
TANGIBLE BENEFITS OF SPONSORING THE NSAC• Take away innovative marketing ideas for corporate implementation.
As the NSAC sponsor, you will be presented with thousands of ideas
that can be used to develop strategic plans and integrated marketing
tools for your company.
• Receive local, regional and national recognition. While students are
conducting field research for their NSAC projects, they infiltrate their
local communities with the company’s brand and its products/services.
In addition, NSAC district coordinators and local ad clubs promote your
company’s brand within their geographic regions.
• Recruit top advertising talent. With more than 1,000 attendees at
ADMERICA each summer, you get the chance to network and recruit
high-achieving, high-potential students from across the country.
“The research that was done, the
insights that were gathered, it reinforced what we were
thinking AND challenged what we were thinking…If you’re a brand and
you haven’t taken the opportunity to try to become the case study that these kids work on, you are
missing the boat.” Tim Van Hoof
Director, Marketing Communications State Farm
YOU’D BE IN GOOD COMPANY The value of the NSAC has been apparent to the industry as a whole.
The competition has been sponsored by some of the most influential brands in
the world. Previous sponsors have included:
• Automotive: American Motors, Chevrolet, Chrysler, Nissan, Saturn,
Toyota, Toyota Echo, Toyota Motor Sales
• Retail: JCPenney, Hallmark Cards, Levi Strauss & Co., Glidden,
Eastman Kodak, Mary Kay Cosmetics
• Food & Beverage: The Coca-Cola Company, Coors, Frito-Lay Inc., Kellogg’s,
Burger King, Pizza Hut, Snapple, Nestlé Foods, Tai Pei Frozen Foods
• Finance: Bank of America, Visa
• Services: American Airlines, American Red Cross, AOL, The Hearst
Corporation, The New York Times, State Farm, Visit Florida, Yahoo! Inc.
• In 2016, Snapple challenged NSAC teams to create an integrated holistic marketing campaign to grow Snapple volume in
the United States, specifically raising awareness in areas outside of Snapple’s Heartland areas.
• In 2015, Pizza Hut needed to increase their mobile conversion efforts. They charged NSAC teams to create a comprehensive
national advertising campaign urging customers to use current technologies to order their pizza online.
• In 2014, Mary Kay’s case study focused on increasing its footprint with women, 18–25, through new product launches. They
needed to bridge the gap between the Mary Kay brand and how millennial women think about Mary Kay.
“We’ve recently launched several product
lines specifically for the college-age woman so it has been a natural fit to partner with the AAF as the sponsor of this year’s NSAC [and] engage some of the brightest and most innovative student marketers
with our brand.” Sheryl Adkins-Green,
Chief Marketing Officer Mary Kay Inc.
1101 Vermont Avenue NW, 5th Floor, Washington DC 20005
P: (202) 898-0089, E: [email protected], W: aaf.org/nsac
HOW TO BECOME AN NSAC SPONSORNSAC participation is an experience that students remember for a lifetime. These same students are young influencers on their
campuses as well as via their social media platforms, which is an additional benefit for sponsors wishing to receive wide-range
exposure. Imagine having hundreds of “mini-agencies” working on your brand to create a customized campaign to address your
organization’s needs. The insight gathered from the competition will be a cost-effective way to provide you with the intelligence
needed to address your brand’s real life marketing challenge.