WIN-WIN SOLUTIONS FOR STUDENTS, ORGANIZATIONS
Many companies face complex challenges that often benefit from a fresh pair of eyes. While paying a Big Three firm to have rookie MBAs come in with a cookie cutter solution is one choice a company can make, why not recruit just-as-intelligent (and far less expensive) current business students to tackle your problem? This helps students build their resumes with substantial, meaningful work while providing your organization with well-developed solutions. The Modern Marketing Lab links companies and non-profit organizations with students to provide countless win-win solutions for all involved parties. Some of our current work is included below. If your organization is interested in being a part of this wonderful program, please send us an email through the contact form at the bottom of this page.
Client: Odyssey of the Mind
Project: Alumni Development
Results: complete
Odyssey of the Mind, an international creative problem-solving program, has been a part of schools and organizations since the 1970s. Over the course of almost 40 years, the group has touched the lives of countless students, teachers, and families, producing hundreds of thousands, if not into the millions, of alumni including Josh Hutcherson of "The Hunger Games" fame, Deanne Bell, the host of the DIY network's Money Hunters, and Mike Tomlin, the head coach of the Pittsburgh Steelers. The goal for this project was to help Odyssey of the Mind develop a useful, meaningful alumni program for its global organization. Day 1 saw over 500 signups from around the globe, and within the first year, the Odyssey Alumni database permitted the organization to supply local events with volunteers and even sponsor new school memberships through alumni donations - a first in the organization's history! Click here to see the result of our project: www.odysseyalumni.org
Client: McDonald's
Project: Innovation, Advertising Strategy
Results: complete
Facing criticism for declining same-store sales and the absence of a clear strategic vision that resulted in the ousting of former CEO Donald Thompson, the DMCG took on the task of conducting original research regarding McDonald's position in the market and proposing new solutions to spark greater consumer interest in the company. Suggestions included launching innovative products like the Southwest Avocado Chicken Sandwich that tested well with the intended target and the creation of Value Boxes, comparable to value meals but with the increased perception of choices ranging from healthy to indulgent option to satisfy different consumer needs.
Client: Yahoo!
Project: Strategic Focus, Branding
Results: complete
Suffering from a lack of strategic focus that has led to investors calling for a leadership change, Yahoo! was a prime case study for addressing challenges facing strategy and a company's overall brand/identity. Suggestions from the group working on the Yahoo! campaign emphasized simplicity and leveraging only those attributes Yahoo! loyalists use while cutting out the fluff and clutter that makes using Yahoo! so cumbersome in the minds of consumers. Central to the proposal was exploring the value of tumblr more than Yahoo! has to date.
Client: Illinois Bicentennial 2018
Project: Event Marketing, Branding
Results: Strategic Plan Proposal
On December 3, 2018, Illinois will celebrate 200 years of statehood. As the nation's fifth-largest state (by population) and home to the nation's third-largest city (Chicago), Illinois deserves a party that will both acknowledge the rich history of the state and the bright future ahead. A September 15 Chicago Tribute article discussed the unpreparedness and disorganization of the grass-roots organization taking on the event, which is why the DMCG saw an opportunity to develop a strategic marketing plan for the event and the months leading up to the celebration.
Client: Generation Z
Project: Marketing research
Results: Infographic Summary
Amounting globally to more than two billion people, Generation Z (those born after 1995) represent massive market potential, yet fractured media markets and rapidly-changing preferences make understanding this consumer segment tricky. Having grown up around technology, the Internet, and social media in a way that challenges traditional notions of "market segments," Generation Z presents unique challenges and opportunities to marketers. Expected to account for 40% of all consumers and currently influencing about $600 billion of family spending, understanding Generation Z is becoming increasingly important, which is why DMCG has chosen to take on the task of research the thoughts, attitudes, behaviors, and preferences of Generation Z.
Client: Gather on Broadway
Project: Event Space Marketing
Results: Proposal Delivered to Client
Gather on Broadway is a mixed-use event space known for hosting and catering weddings, community events, and holiday events throughout the year in Green Bay, Wisconsin. Integrated well into the community, the goal for this consulting challenge was to figure out additional ways that Gather on Broadway could bring value to its community. By researching the community, its key influencers, local businesses, and Gather on Broadway's expertise, the DMCG offered several new ideas and solutions to the Gather on Broadway team.
Results: Comprehensive proposal
Project: Market Opportunities
Client: TagPrints
Owned by a former DePaul student (Andy March), TagPrints is a super sensational and successful media company that integrates on-site social network photo technology that links real-world experiences with online engagement and Big Data downloads to uncover important consumer insights. For this project, the DMCG was to brainstorm creative new partners for TagPrints and clever ways of using the existing technology owned by the company to reach new market segments. Culminating in a presentation of their comprehensive proposal, the TagPrints team was very pleased with the group's clever ideas and thoroughness!
Client: Alta Gracia
Project: Awareness & Fair Trade Initiative
Results: Study + Data-Driven Proposal
Alta Gracia, a living-wage company based in the Dominican Republic, is the apparel provider for several universities and professional sports organizations...but not many people are aware of it. The concern brought to the DMCG was a lack of awareness for Alta Gracia from a target audience, Millennials, that tend to be passionate about living-wage and fair trade products. In this project, the DMCG conducted a comprehensive research study to better understand this market, their feelings towards pro-social business practices, and potential opportunities for Alta Gracia to seize in order to continue to serve their mission while increasing their successful outcomes and market growth. The output included the data-drive proposal, a presentation, and a video to a larger committee focused exclusively on helping Alta Gracia obtain broader reach and success.
Client: Odyssey of the Mind
Project: Alumni Development
Results: complete
Odyssey of the Mind, an international creative problem-solving program, has been a part of schools and organizations since the 1970s. Over the course of almost 40 years, the group has touched the lives of countless students, teachers, and families, producing hundreds of thousands, if not into the millions, of alumni including Josh Hutcherson of "The Hunger Games" fame, Deanne Bell, the host of the DIY network's Money Hunters, and Mike Tomlin, the head coach of the Pittsburgh Steelers. The goal for this project was to help Odyssey of the Mind develop a useful, meaningful alumni program for its global organization. Day 1 saw over 500 signups from around the globe, and within the first year, the Odyssey Alumni database permitted the organization to supply local events with volunteers and even sponsor new school memberships through alumni donations - a first in the organization's history! Click here to see the result of our project: www.odysseyalumni.org
Client: McDonald's
Project: Innovation, Advertising Strategy
Results: complete
Facing criticism for declining same-store sales and the absence of a clear strategic vision that resulted in the ousting of former CEO Donald Thompson, the DMCG took on the task of conducting original research regarding McDonald's position in the market and proposing new solutions to spark greater consumer interest in the company. Suggestions included launching innovative products like the Southwest Avocado Chicken Sandwich that tested well with the intended target and the creation of Value Boxes, comparable to value meals but with the increased perception of choices ranging from healthy to indulgent option to satisfy different consumer needs.
Client: Yahoo!
Project: Strategic Focus, Branding
Results: complete
Suffering from a lack of strategic focus that has led to investors calling for a leadership change, Yahoo! was a prime case study for addressing challenges facing strategy and a company's overall brand/identity. Suggestions from the group working on the Yahoo! campaign emphasized simplicity and leveraging only those attributes Yahoo! loyalists use while cutting out the fluff and clutter that makes using Yahoo! so cumbersome in the minds of consumers. Central to the proposal was exploring the value of tumblr more than Yahoo! has to date.
Client: Illinois Bicentennial 2018
Project: Event Marketing, Branding
Results: Strategic Plan Proposal
On December 3, 2018, Illinois will celebrate 200 years of statehood. As the nation's fifth-largest state (by population) and home to the nation's third-largest city (Chicago), Illinois deserves a party that will both acknowledge the rich history of the state and the bright future ahead. A September 15 Chicago Tribute article discussed the unpreparedness and disorganization of the grass-roots organization taking on the event, which is why the DMCG saw an opportunity to develop a strategic marketing plan for the event and the months leading up to the celebration.
Client: Generation Z
Project: Marketing research
Results: Infographic Summary
Amounting globally to more than two billion people, Generation Z (those born after 1995) represent massive market potential, yet fractured media markets and rapidly-changing preferences make understanding this consumer segment tricky. Having grown up around technology, the Internet, and social media in a way that challenges traditional notions of "market segments," Generation Z presents unique challenges and opportunities to marketers. Expected to account for 40% of all consumers and currently influencing about $600 billion of family spending, understanding Generation Z is becoming increasingly important, which is why DMCG has chosen to take on the task of research the thoughts, attitudes, behaviors, and preferences of Generation Z.
Client: Gather on Broadway
Project: Event Space Marketing
Results: Proposal Delivered to Client
Gather on Broadway is a mixed-use event space known for hosting and catering weddings, community events, and holiday events throughout the year in Green Bay, Wisconsin. Integrated well into the community, the goal for this consulting challenge was to figure out additional ways that Gather on Broadway could bring value to its community. By researching the community, its key influencers, local businesses, and Gather on Broadway's expertise, the DMCG offered several new ideas and solutions to the Gather on Broadway team.
Results: Comprehensive proposal
Project: Market Opportunities
Client: TagPrints
Owned by a former DePaul student (Andy March), TagPrints is a super sensational and successful media company that integrates on-site social network photo technology that links real-world experiences with online engagement and Big Data downloads to uncover important consumer insights. For this project, the DMCG was to brainstorm creative new partners for TagPrints and clever ways of using the existing technology owned by the company to reach new market segments. Culminating in a presentation of their comprehensive proposal, the TagPrints team was very pleased with the group's clever ideas and thoroughness!
Client: Alta Gracia
Project: Awareness & Fair Trade Initiative
Results: Study + Data-Driven Proposal
Alta Gracia, a living-wage company based in the Dominican Republic, is the apparel provider for several universities and professional sports organizations...but not many people are aware of it. The concern brought to the DMCG was a lack of awareness for Alta Gracia from a target audience, Millennials, that tend to be passionate about living-wage and fair trade products. In this project, the DMCG conducted a comprehensive research study to better understand this market, their feelings towards pro-social business practices, and potential opportunities for Alta Gracia to seize in order to continue to serve their mission while increasing their successful outcomes and market growth. The output included the data-drive proposal, a presentation, and a video to a larger committee focused exclusively on helping Alta Gracia obtain broader reach and success.