Lynn’s student-run agency pitches marketing campaign to FPL

July 2019

Associate Professors Gary Carlin and Stefanie Powers turned the COM 342 Advertising Management class into a student-run advertising and public relations firm, called Pulse Agency in 2015. The course’s hands-on curriculum allows students to work on real projects with real clients like Loxahatchee Wildlife Refuge, American College Dublin and more.

 

This year students developed a marketing campaign for Florida Power & Light (FPL) and NextEra Energy, the third-largest electric utility company in the United States.

FPL challenged teams to create a social impact-driven marketing campaign that included:

  • Website
  • Press release
  • Social media strategy
  • Podcast
  • Outdoor advertising
  • Smartphone app
  • Promotional video

The Energy Helpers celebrate their winning campaign.The Energy Helpers celebrate their winning campaign.

Students divided into five account teams: The Energy Helpers, Ace Agency, The Energizers, The Changemakers and Environmentalists. With guidance from Carlin and Powers, each team developed ideas, a strategy and creative executions.

At the end of the semester, students presented their ideas to a panel of three FPL communications executives: Eve McConnell, Mary Mayhew and Adam Fullerton.

While some groups focused on bringing awareness to the company’s preexisting programs like the Barley Barber Swamp, others brought brand new ideas to the table like recognizing third party organizations who use FPL’s energy for good.

The winning campaign went to The Energy Helpers, which included Daniel Ofori '19, Sanjae Ford '19, senior Monique Mahabir, senior Emma Shapiro and sophomore Taryn Super. Their campaign, “Building a better tomorrow,” appealed to emotion with a PSA targeting millennials with children. It highlighted the importance of building a brighter future not only for the adults of today, but for younger generations, too

Other aspects of the program fell along the same line: educating the public on the importance of sustainable energy. An informative podcast on making smart energy and environmental decisions combined with supporting social media posts were standout campaign components.

An honorable mention went to the Ace Agency, whose polished campaign emphasized educating the public on the little things that can make a big difference—from using reusable straws to turning off the lights.

“Our goal is to give students a hands-on opportunity to see what it’s like to work for a full-service firm, from conducting market research to creating strategic plans,” said Powers. “Working with partners like FPL and NextEra Energy allow us to provide students with credible experience and the tools for success beyond the classroom.”

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