Iowa State to host student Integrated Marketing Campaign Conference March 3-4

AMES, Iowa -- Iowa State University business, graphic design and advertising students will host the second annual Integrated Marketing Campaign (IMC) Conference Thursday and Friday, March 3 - 4, in the Scheman Building, Iowa State Center.

The regional conference will bring together about 100 students from three colleges and universities to design a promotional campaign for credit unions in the Iowa Credit Union League. The league is a nonprofit organization that promotes the 166 state- and federally-chartered Iowa credit unions.

The campaign's aim is to increase credit union membership among minority and low-income Iowans and stress financial literacy education programs.

Josh Riessen, co-director of the IMC Conference, said the project is important not only as a training exercise for students, but also to serve a real need in Iowa.

"One in five Iowa families cannot cover the basic costs of living -- rent, food, bills and clothing," he said. "Personal bankruptcy filings in Iowa rose 34 percent in the past year and 130 percent in the past 10 years. More Iowa children will be affected by bankruptcy than divorce this year. Helping Iowa's credit unions promote membership and financial literacy for low-income Iowans will go a long way to addressing these important societal issues."

Four to eight students and a professional volunteer will work in one of four mock agencies on projects for four Iowa credit unions. The student teams will determine target audiences, develop themes, and create logos and supporting promotional materials.

At the end of the conference, each agency will assemble a campaign book and present the package to employees of the credit union client. The credit union may opt to put the plan into action.

Students will be judged on meeting campaign goals on budget.

The IMC Conference includes students from Iowa State's colleges of Business, Design and Liberal Arts and Sciences, and the Greenlee School of Journalism and Communication.

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