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Integrated Marketing Campaign
This event provides recognition for PBL members who demonstrate a real-world understanding of marketing applications.
COMPETENCIES
Participants will demonstrate and conduct market research from the target market of the proposed campaign; interpret the results of market research; state the campaign goals and how the campaign will achieve goals; create a tag line or promotion slogan.
ELIGIBILITY
Participants must have paid state and national dues postmarked by February 15 of the current school year.
State Each charter may enter one individual or a team of 2 or 3 members.
National See national guidelines: www.fbla-pbl.org.
REGULATIONS
State When it has been determined that a student will represent the charter at state competition, the appropriate entry form must be sent to the state adviser received by the date specified in the SLC registration packet.
National See national guidelines: www.fbla-pbl.org.
· Participants must be selected in accordance with the regulations of the state chapter and the national association.
· Members may compete in this event more than once if they have not previously placed in the top ten of the event at the National Leadership Conference (NLC). If a member places in the top ten of an event at the NLC, they are no longer eligible to compete in that event.
· Participants failing to report on time may be either disqualified or permitted to begin late with no extension of the time as scheduled.
· Participants must adhere to the dress code established by the Board of Directors or they will not be permitted to participate in the competitive event.
· Participants will be required to identify and meet with a real-life client in order to determine the client’s marketing needs and desires. The client may be from any size business (profit or non-profit), government, or educational unit. The team will design and conduct appropriate market research for their proposed campaign.
· The campaign must include, but is not limited to:
o Demonstrate and conduct market research from the target market of the proposed campaign
o Interpret the results of the market research
o State the campaign goals and how the campaign will achieve the goals
o Create a tag line or promotion slogan
o Design and create a minimum of one print advertisement
o Design a minimum of one Internet component (Web page, Internet ad, etc.)
· The participants should provide the necessary materials and equipment for demonstrating the marketing campaign.
· The campaign must be the result of the individual or team’s own efforts. Facts and working data may be secured from any source.
· Student members, not advisers, must prepare the presentation.
· Visual aids and samples related to the presentation may be used in the presentation; however, no items may be left with the judges.
· No implementation of the proposed campaign is required.
· Competitors are expected to follow all applicable copyright laws. Refer to the Format Guide for copyright guidelines.
· Any photographs, text, trademarks, or names used must be supported by proper documentation and approvals indicated.
· If there are 15 or fewer participants/teams, awards may be determined from a preliminary round only.
· Participants must provide all equipment for the presentation.
· Five (5) minutes will be allowed to set up equipment or presentation items. When five minutes have elapsed, the timer will automatically start the seven-minute performance clock.
· In case of a team, all members must participate in the presentation.
· The individual or team has seven (7) minutes to interact with a panel of judges to sell the marketing plan. The judges will interact throughout the presentation.
· A timekeeper will stand at six (6) minutes and again at seven (7) minutes.
FINAL PERFORMANCE
If it is necessary to have a final round, an equal number from each preliminary group will be scheduled for the final round. The final guidelines are the same as the preliminary guidelines described above.
JUDGING
Presentations will be judged by a panel at the conference. All judges’ decisions are final.