Students 15 to 17 get a jump on peers on becoming marketing innovators.
"Where's the Beef?" "Taste the rainbow." "Open happiness."
In the era of Mad Men, a slogan said it all. But in today's marketing universe - where the audience is global and customer service is as important as the product itself - the message needs to communicate so much more.
Stirring a frenzy around this season's must-have item isn't as straightforward as creating a killer ad campaign - although that helps. It's about finding a way to fill a need - by building and then communicating a real and lasting value - with the right products, the right message, and the right idea.
As John Stratton, the CMO of Verizon Wireless has said, "Your clients are in trouble. They are looking to you to save them. The ad inventory that has been sold for the last 50 years no longer works, and marketers have started to figure that out. In the process, your clients will fire, hire, fire, and hire agency after agency... seeking someone - anyone! - who can help them (perhaps) on where to go next."
Which is where Explo Marketing comes in.
Since 1977, Explo has been running highly successful, hands-on residential and day summer programs on the campuses of Yale University, Wellesley College, and St. Mark's School. And for years, high school students have filled Explo's marketing and advertising courses to capacity. Given their continued interest and passion, Explo decided it was time to give students greater access to the field, the knowledge base, and the creative innovators on marketing's cutting edge. So this summer, students 15 to 17 years old will help launch Explo Marketing on the campus of Yale University: http://www.explo.org/focus/marketing
These students won't be sitting in lectures or studying marketing analytics in the abstract. For two weeks, they'll learn by creating. Collaborating with industry leaders from Anomaly NY, Interpretive Simulations, Eleven, Energizer Personal Care, and Focus2Grow, Explo Marketing students will step behind the veil into the gritty, experimental, and avant-garde world of marketing. Each day, students will collaborate - and compete with - their fellow students on marketing campaigns, brand designs, and social media initiatives.