UNL Advertising and Public Relations Capstone Class Delivers Great Ideas to Goodwill

Senior advertising and public relations majors from the UNL College of Journalism and Mass Communications presented three distinct integrated marketing communications campaigns to Goodwill in Lincoln on Tuesday, December 4, 2012.

“This capstone class places the students in the roles found in real world scenarios, including dealing with unique business models and client feedback,” according to Stacy James, their professor. “They need to be prepared to deliver a strategic campaign and tell why it will produce the outcomes the client desires.”

Students met with Goodwill staff at the beginning of the semester to gather information with the goal of building awareness about Goodwill programs. Then, with the guidance of Professor James, set out to apply what they have learned about IMC campaigns from demographics research to creating the messages and budgeting for the paid, owned and earned media recommendations.

“We had a great team experience coming up with ideas this semester!” said senior ADPR major Paden Unruh after the projects were complete. The students turned over digital files and materials that are media purchase ready for Goodwill.

“Choosing which campaign to use first will not be easy,” said Joanne Pickrel, CEO for Goodwill in Lincoln. “What made this project even better is that one of the students approached me to share that learning about Goodwill moved her to refer a loved one in another state to Goodwill for services. We hope this project keeps Goodwill on their minds and the minds of our customers and donors for a long time,” Pickrel concluded.



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