Clemson marketing students earn Honda recognition

Published: November 4, 2010

CLEMSON — A Creative Inquiry group of marketing students at Clemson University has gained the attention of an international car manufacturer.

The team of senior marketing majors Amanda Hurt of Bluffton, Ashley Lone of Minneapolis and Christina Zoha of Greenville developed a six-week public relations campaign for the Honda Sport Hybrid CR-Z. Honda selected the students' campaign theme “What does your car say about you?” as one of 10 campaigns to move forward in a public relations competition.

Honda and EdVenture Partners are sponsoring the nationwide public relations contest. EdVenture Partners programs blend academic theory with practical, hands-on applications, creating a "real-world" marketing and learning experience for students and educators.

“I am very proud of all of our students’ hard work on this Creative Inquiry project,” said James Gaubert, senior lecturer in marketing at Clemson and adviser to the team. “We had 10 internal teams in the class, and even though only one entry was allowed from Clemson, other students have stepped up to help Ashley, Christina and Amanda. It provides them with the opportunity to engage in a real-world, hands-on approach to the challenges facing public relations campaigns.”

Gaubert’s class of 30 students competed as 10 separate teams to reach the next stage in the competition. The class voted for the best proposal to send to Honda.

“Our plan is the result of many hours of brainstorming and research,” Hurt said. “The skills we learned in our various courses — consumer behavior, marketing research, visual communications and management — helped tremendously.”

Hurt said the students gathered data from informal interviews, surveys and observation, as well as from Honda case studies and previous public relations campaigns.

“I think it is particularly appropriate for Clemson to be in this competition because the sustainability aspect associated with the Honda CR-Z hybrid sports model aligns with this emphasis of the university,” Gaubert said. “It also supplements Clemson’s growth in the automotive research industry from the business side and allows students to work across disciplines — in our case, the marketing, graphic communications and communication departments — toward a common goal.”

The Creative Inquiry team members will find out in December if they move forward in the competition.

As competitors, the team received a new Honda CR-Z to use for six weeks as they implement their proposed public relations campaign. They also received a $150 Visa gift card to cover related expenses, a $500 grant from Honda and Edventure Partners and a Flip Video camcorder to record their activities and to use during promotions.

The group planned activities around campus to showcase the hybrid vehicle. The next event is scheduled Saturday, Nov. 6, when the team will host a “Greenest Greek” event from 10 a.m. to 2 p.m. at the fraternity residence area. The team created its own "fraternity," Chi Rho Zeta (representing the letters CR-Z), to coordinate the event, which is co-sponsored by Students for Environmental Action and Solid Green.

Clemson’s Creative Inquiry research program lets undergraduates work with faculty members and other students to tackle problems springing from their own curiosity, a professor’s challenge or a current industry need. Team-based investigations are led by a faculty mentor and typically span three to four semesters. Students take ownership of their projects to solve problems and get answers.

END