Executives at SAP, the world's largest business software company, have
selected a marketing plan developed by a team of five Valparaiso
University students as the most innovative plan presented in its
national collegiate contest.
Valpo's team was one of five invited to present their plan to a group
of SAP executives, including the company's vice president for
marketing, in final round of the SAP Marketing Innovators 2010
Competition on Nov. 12.
Jake Schur, a senior marketing major from Sterling, Mass., said the
team's campaign, "SAP: Anytime, Anywhere," focused on the power of the
company's mobile software applications.
"We came up with a campaign that really looked to engage SAP's customers, and that appealed to the executives," Schur said.
As part of their campaign presentation, Valpo's team incorporated a
video of the blacklight performance group Fighting Gravity, and Schur
said the executives immediately began looking for information about the
group.
John Ward, a lecturer in management who coached the group, said the
effort the students put into the plan and presentation was impressive.
"I have sat in many board meetings, and as I watched these students
give their presentation I sat there with a lump in my throat because
their presentation was so professional," Ward said. "We were the first
team to present and SAP's vice president of marketing said when the
students left the room that Valpo's team set the bar high."
More than 100 teams entered the SAP Marketing Innovators 2010
Competition for a chance at $15,000 in scholarship money and the
opportunity to meet company executives. Valpo was the only non-East
Coast university invited to the final round, held at the company's
headquarters outside of Philadelphia. Following their presentation, the
students received a tour of the company's headquarters and spoke with
officials such as the head of SAP's social media efforts.
Gabby Bladdick, a senior public relations major from Florissant, Mo.,
and president of Valpo's chapter of the Public Relations Student
Society of America, noted that SAP may adopt elements of the team's
plan in their marketing efforts and will keep the team informed if it
does.
"I wanted to do something challenging and exciting to complement my
homework, papers and exams," Bladdick said. "Marketing has always been
something that I wanted to explore more, and this was the perfect
opportunity to gain more experience in the marketing field."
For the initial round of the competition, Valpo's team spent one
intensive week developing a creative yet practical marketing campaign
to help SAP attract new customers. The plan included the business case
for the marketing plan, marketing tactics, a detailed budget and a
timeline for implementing the plan.
Other members of Valpo's team were Rebecca Barnes, a senior art and
graphic design major from Lakeville, Minn.; Katie Davis, a senior
public relations major from Omaha, Neb.; and Phil DeLaMothe, a senior
accounting major from Cross River, N.Y.
