The Little Red Door Cancer Agency will receive a $500 donation as a result of a marketing campaign designed by students at the Kelley School of Business Indianapolis.
The Little Red Door was one of seven local non-profit groups to participate in the class project. Ten student groups in the Marketing and Strategy Policy course (m450) were tasked with designing a marketing campaign for the organizations to increase membership or donations.
The Little Red Door Cancer Agency serves Central Indiana by providing free cancer screenings and support to underserved residents in the area. The students who designed the winning campaign included Steve Clevenger, Kurt Edwards, Mukti Ishanpara, Brittany Ladd and Jacob Laue.
“I am stunned and amazed what this class of 42 students has accomplished,” said Kim Saxton, clinical assistant professor of marketing. “My goal for this semester was for students to move beyond marketing planning … and I wanted them to experience the difficulty and excitement of actually implementing a plan.”
Saxton estimated all the groups raised nearly $5,000 to date and actively involved more than 700 new donors for the seven non-profit organizations. This was in addition to the $500 award.
Notable achievements for the students and their campaigns included:
- Indy Reads: recruited 245 students to read for 714 hours, raising $857.
- Little Red Door Cancer Agency: Increased number of Johnson County women seeking mammograms by 525 percent; increased Facebook friends by 19 percent and raised $2,000.
- Ronald McDonald House of Indiana: Increased Facebook friends by 380 percent and collected 480 needed items for visiting families.
- School on Wheels: Developed a holiday-themed fundraising campaign, a new organizational website and raised $2,000.
- Special Olympics of Indiana: Raised $741 in donations and convinced more than 165 students to participate in the Polar Plunge fundraiser.
- Jared Foundation: Tested pilot programs to fight childhood obesity in schools and local youth organizations.
- United Way of Central Indiana: Developed campaigns to increase school-specific participation in the United Way across the IUPUI campus.
To watch a video review of the students’ marketing campaigns, visit the Kelley Indianapolis YouTube channel.