Scion is targeting teens with a program that will have high school students creating marketing campaigns. The auto brand is offering students the chance to voice their opinion and showcase their business savvy by producing original marketing concepts they think will appeal to customers in their local area. Registered teams will compete this coming spring for a chance to win up to $5 000 in school supplies.
The program is open to high school marketing and business classes and business/marketing clubs in three regions: Cincinnati Kansas City and Portland OR. The competition will be carried out in a bracket-style format with both Scion and marketing executives judging each competition.
In February eight schools from each region will be selected from the initial submissions pool to move on to the local competition. In March the top three in each region will advance to the finals in each market. In April the top three schools in each market will compete for first second and third prizes.
“Scion created High School Marketing Competition to give students the experience of putting together a marketing campaign for a major brand ” Owen Peacock national manager of field operations at Scion told Buzz. “We want to show Scion dealers in smaller markets that this is a great opportunity to be a part of the community and take part in the local education system. It also demonstrates that it’s not necessary to have a nightclub or other major attraction in your market to connect with young buyers.”
The campaigns devised by the students also will provide insights into the psyche of this desirable demo. “This is a learning exercise for Scion on the high school mindset in combination with the smaller city lifestyle ” Jeri Yoshizu sales promotion manager at Scion told Buzz. “With those findings Scion will be able to strategize and execute from a more targeted point of view. The ideas we receive will give us a better gauge on the market so we are looking forward to the creative ideas that are going to be submitted. Agency: Malbon Brothers Farms New York City.