By Kendal Enz
Developing unique product ideas and creative marketing campaigns is no easy task, but it’s a challenge that paid off for the team of Johns Hopkins University (JHU) students who won the Case Competition at the American Marketing Association’s (AMA) Second Annual Regional Conference at JHU earlier this fall.
“The whole experience of preparing and presenting the case was incredible,” Sophie Tulkoff, a member of the first place team, said. “Knowing that our hard work was visible and well received was amazing.”
This year’s competition revolved around Harry’s Grooming, a start-up shaving company founded by JHU alumni and co-founder of Warby Parker, Jeff Raider. Students were tasked with brainstorming a shaving product and marketing campaign targeted at men ages 18 to 24. Tulkoff and her team, comprised of Aaron Cary, Jack Laylin and Jasmine Kingston, competed against seven other teams, from JHU and local universities, for a prize of $300.
“I really enjoyed the [opportunity] to be part of such a creative and hardworking tea
m,” Tulkoff said. “The exposure to real-world marketing issues was fascinating and helped me realize that my classroom learning is applicable to potential careers.”
Tulkoff and her team decided to create two different products: one for college students and one for young professionals. The team proposed razors customized with the names of fraternities and college sports teams for undergraduates, and a travel shaving kit, complete with a premium razor and plush towel, for young professionals.
“We envisioned our lives right after college: Where would we be? What kinds of jobs would we have? I reluctantly admitted that hours will probably be long and tiring, so a nice shave at work might be nice,” Laylin explained of the team’s idea for a travel shaving kit.
For both products, the team decided to use social media as the backbone of its marketing campaign; they imagined a company Instagram account where its target market of men could post pictures of messages traced in shaving cream with the hashtag #HarrysFoamParty.
To demonstrate this campaign idea, the students had a friend trace his fraternity letters into shaving cream on his chest and take a photograph.
“We made a large mess, but got the job done,” Kingston said.
According to Laylin, the most difficult aspect of preparing for the competition was making sure he and his team covered all the details of their marketing campaign.
“The last thing I wanted was for a judge to ask a question we didn’t prepare for, so we spent a lot of time critiquing our presentation to fill any gaps,” he said, but the hard work was worth it. “I was certainly surprised as a first-year entrant to have done so well. It definitely gives me confidence in my marketing abilities.”
The AMA Case Competition is not just a chance for students to practice their marketing skills: it is also an opportunity to create new friendships.
“Our team did not really know each other before the competition, but we bonded over the creative process and became a cohesive unit,” Kingston said. “There were many shared laughs when we came up with ideas.”
Leslie Kendrick, senior lecturer for the CLE and faculty advisor to the JHU chapter of AMA, said that the Case Competition is a valuable opportunity for students interested in pursuing marketing careers, as it allows them to gain experience working as a team, developing ideas that address client deliverables, and creating and delivering professional presentations.
Along with the Oral Case Competition, the conference included speakers from top companies such as the Baltimore Ravens, Facebook and TBC, along with breakfast and lunch, during which time students had the opportunity to interact with one another and the 10 practitioner judges.
“Getting to meet and network with other students who share similar interests was great, [and] hearing people from all different aspects of the marketing industry present their experiences was so important as I move forward and think about how this competition can help me make career decisions,” Tulkoff said.
The American Marketing Association is one of the largest marketing associations in the world, with over 30,000 members globally. Along with an array of annual competitions, campus AMA chapters provide students with the opportunity to network with business professionals for internship and job leads, and to sharpen their marketing skills through volunteer work.
Kendrick encourages students from all departments to take advantage of the educational opportunities AMA provides.
“In addition to the JHU chapter’s Professional Development program, [which includes the] regional conference, alumni speakers, shadowing and charity events, the JHU AMA allows students to hone their leadership skills through the many positions available on the board, and to make new friends in the process,” she said.