The CoJMC has been selected to participate in 2014 AT&T Campus Brand Challenge

The CoJMC has been selected to participate in 2014 AT&T Campus Brand Challenge

Monday, December 1, 2014 - 6:00pm
AT&T Brand Competition
AT&T Brand Competition

The University of Nebraska–Lincoln College of Journalism and Mass Communications has been selected as one of six schools throughout the country to participate in the AT&T Campus Brand Challenge. Students in Strategy Development for Advertising and Public Relations (ADPR 283) taught by Amy Struthers, associate professor of advertising, created an in-class, working marketing agency responsible for research, implementation and evaluation of an integrated marketing campaign. 

The campaign is aimed at strengthening AT&T’s brand value proposition and promoting its career opportunities among the Generation Y market. Students conducted research to discover more about the target market and designed a campaign to engage and inform students that AT&T is an industry leader that provides many different career opportunities. 

On Nov. 18, the students sponsored a “good for it” themed AT&T Takeover at the Nebraska Union. AT&T employees joined the students to talk about the benefits of using AT&T as a provider as well as an employer. AT&T products were featured including iPads and the It Can Wait wheel-and-pedal kit. In addition, University of Nebraska–Lincoln’s DJ Club and Breaking Dancing Club performed at the event and service dogs were present. 

The point of these appearances was to notify students that AT&T is “good for it” in all kinds of ways by providing reliable products and entertainment for students. An iPad Mini and other prizes were given away.

The campaign is part of the AT&T Campus Brand Challenge, a program designed to give students unique, real-world business experience by asking them to design and implement an integrated marketing communications plan.  

“It’s such a cool experience, I never would have expected to work with a company like AT&T in this capacity,” said Nate Hofmann, one of the account executives for Agency 283. “Hopefully we do well in the competition, because we have certainly put in a ton of work on this campaign.  I’m very lucky to have had this opportunity in ADPR 283, and I have to thank our professor Amy Struthers, as well as EdVenture Partners and AT&T, for giving us this opportunity.” 

Each of the six schools across the country participating in the AT&T Campus Brand Challenge are competing against one another for the opportunity to present their ideas to AT&T executives. 

At the end of the term, students will collect post-campaign research, and then conclude with a formal presentation to their client summarizing the campaign results and successes.

“Overall, this has just been a really good experience,” Lauren Farris, an Agency 283 creative team member saying, “it has allowed me to gain a better understanding of what I’ll be doing with my major and it has given me a clearer idea of what specific position I would like to have someday at an agency. It’s all very exciting.” 

The video portion of the campaign can be viewed at

About AT&T 

AT&T Inc. (NYSE:T) is a premier communications holding company and one of the most honored companies in the world. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and internationally. With a powerful array of network resources that includes the nation’s largest 4G network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet, voice and cloud-based services. A leader in mobile Internet, AT&T also offers the best wireless coverage worldwide of any U.S. carrier, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verse® and AT&T |DIRECTV brands. The company’s suite of IP-based business communications services is one of the most advanced in the world.

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About EdVenture Partners

EdVenture Partners is an organization dedicated to developing innovative industry-education partnership programs. The objective of such programs is to provide hands-on, real-world experience to students in tandem with providing marketing solutions and recruiting access at colleges and universities to clients. EdVenture Partners has designed and managed programs at over 1,000 campuses in North America and internationally. Find out more at