Digital marketing firm Rosetta connected with UD this October by hosting the Rosetta Digital Marketing Competition.
Four teams of four to five students participated in the competition, a challenge of creating a marketing campaign to implement in a digital space. The digital component was the sixth wave of an anti-drug campaign.
While comprising a campaign, the teams learned about Rosetta through a webinar each week of the month, which included a visual PowerPoint and audio presentation given virtually by company employees. “It really seemed like a practical experience,” said participant Emily Gardner, a senior marketing major. Gardner said Rosetta gave each team the background of the campaign, but they had a lot of liberty with design and direction.
The anti-drug campaign specifically targeted teens. Gardner’s team explored that demographic by looking at online behavior and discovering what platforms teens visit most frequently. Her team created a Facebook page as one way to reach the target market.
Final presentations were given in a Science Center classroom Oct. 29 to a panel of four judges from Rosetta, two of whom were UD grads. Each team had 15 minutes, followed by a Q&A session. The students had to present a marketing plan, a timeline and a budget – essentially what Rosetta would present to a client.
“It was interesting because the campaign was not for a product or for a retailer, it was to raise awareness,” said Gardner. The judges gave feedback about creativity and functionality and held a social event afterward. “It definitely gave me practical experience about what a digital marketing company does and taught me how to do a holistic marketing campaign,” said Gardner.