Liquid recently concluded the fifth annual Liquid Digital Marketing Award competition, a special event that allows Kutztown University students to apply their digital marketing know-how.
About the Competition
Each year, Liquid partners with one of our clients to present Kutztown University students with a real-world challenge that they must respond to with a digital marketing campaign.
Students first submit a written campaign plan, which includes goals, target audiences, identification of campaign channels and how they will be used, and lastly, how they plan to measure the campaign to show impact. Three finalists are chosen by Kutztown University faculty who then move onto a final round in which they present and do Q&A with a panel made up of subject matter experts from Liquid and our client.
While all three finalists receive a monetary prize, it’s up to the panel to determine which of the three finalists places first and is able to partake in a Job Readiness Program at Liquid to gain hands-on experience.
The two-day experience at Liquid is a great opportunity for students emerging in the field to understand what a day-in-the-life of a digital marketer entails. It involves shadowing me and others in digital marketing as well as technology and experience design disciplines and team members to further understand how many of the topics covered in class play out in real life. Students learn more about day-to-day responsibilities of different roles, trends in the industry, and new tactics and tools, from content marketing and different marketing and advertising technology to animation, website builds, and more.
This Year’s Competition
This year, Liquid partnered with our client Univest Bank and Trust Co., a regional bank with a rich, 143-year history. Students were asked to create a digital marketing campaign plan focused on new customer acquisition for Univest.
Although students’ final presentations and the subsequent awards ceremony are typically in-person and attended by family, friends, and Kutztown University faculty and staff, we worked closely with Kutztown University faculty to take the competition virtual given campus and business closings as the result of our stay-at-home order.
Students recorded their final presentations from the comfort of their homes. Following Liquid and Univest’s collective review, we hosted our final awards ceremony via video conference calls with each finalist, which was not only unique but also provided students with an opportunity to see how agencies and other businesses have adapted their operations over the last few months.
About Liquid and Kutztown
Liquid has had a relationship with Kutztown University for years. We have many Kutztown University alumni among our team and Liquid’s internship program has seen a number of Kutztown University students across all of our departments. Our President, Jim Ludlow, sits on the Council of Trustees as Vice-Chair, and our team members have had an opportunity to share thoughts and feedback
This competition gives students an opportunity to put their classroom skills to the test, think outside the box, and meet and network with agency and business professionals. We’re fortunate to be located so close to the campus, allowing us to provide students with hands-on experiences like this.
The Liquid team would like to extend a huge thank you to everyone who helps to make this competition possible every year, including our President Jim Ludlow, the Univest team with special thanks to our guest judges Jackie Bingaman and Karen Scholl, Kutztown University’s College of Business’ Dean Dr. Anne Carroll and professors Dr. Eun Yeon Kang and Dr. Therese Maskulka, and the Kutztown University Foundation.
And congratulations to all of this year’s finalists, including our winner: Kutztown University junior Briana Iannelli! Briana just completed her junior year at Kutztown University, where she majors in Marketing and has a minor in Social Media Theory & Strategy.