Last Thursday, the Taylor Institute for Direct Marketing hosted its second IMC All Star networking event for Integrated Marketing Communications (IMC) majors at the Duck Club Lounge at Canal Park Stadium. As a result of support, and a sponsorship by Evolve Creative, Seibert Keck Insurance and Akron Racers, this event is part of the Taylor Institute’s initiative to celebrate and grow the IMC major at the University of Akron. Throughout the evening, students had an opportunity to meet one other, while also interacting and networking with local marketing professionals.

The featured speakers of the evening, Jim Pfander, the GM of the Akron RubberDucks, and Adam Liberman, Director of Media and Public Relations, first provided tours of the stadium and then shared their strategies for fan and community engagement using integrated marketing communications. The night also featured some fantastic door prizes for students and professionals in attendance, sponsored by the JM Smucker Company, Akron Beacon Journal, Rubber City Shakespeare Company, Ernst & Young, Xerox XMPie and the Taylor Institute. This year the event had 45 students and 30 marketing professionals in attendance, exceeding last year’s attendance numbers.

Additionally, Jacob Farrar, the Director of the Taylor Institute, made an announcement that thanks to the sponsorship from the Taylor Family and the InfoCision Management Corporation, Taylor Institute will be awarding nine non-renewable $1,000 scholarships. These scholarships are being provided to support the CBA’s IMC major. Recognizing that college students have many financial obligations, these nine $1,000 scholarships will be awarded to the recipients and can be applied to the student’s tuition and fees, books, equipment, supplies, at the student’s discretion. Further information and criteria for the scholarships will be available on the CBA Scholarship webpage.

In addition to networking with various marketing professionals, students had an opportunity to interact with the new Marketing Department Chair, Dr. Terry Daugherty and Taylor Institute Advisory Board Members, Steve Brubaker and Scott Houck. All were there to support and encourage students to recognize the value of internships and networking with those in attendance.

Overall, the IMC AllStar networking event was a success thanks to the participation of our students and marketing professionals. Students with an interest in an IMC major had an opportunity to participate in an environment that allowed them to meet other IMC majors and professionals. Students also had an opportunity to ask questions and listen to examples of integrated marketing communications campaigns carried out by a minor league baseball team, whose main responsibility is to be very creative in its approach to fan and community engagement. This is only one of the ways the Taylor Institute supports and celebrates the IMC major. We are definitely looking forward to hosting more of these and look forward to your participation.

By: Vanja Djuric