District Winners Ready to Compete in the National Student Advertising Competition!

WASHINGTON DC – Nearly 150,000 advertising professionals across the nation have jump-started their careers through the American Advertising Federation (AAF) National Student Advertising Competition (NSAC).   For almost forty years, this competition has provided college students the hands-on, practical experience necessary to be competitive in this industry.

AAF is pleased to announce the finalists for the 2011 National Student Advertising Competition (NSAC).  A total of nineteen teams will now advance to the national competition held at ADMERICA! AAF National Conference in San Diego from June 1 – June 4, 2011. 

“The NSAC is a unique experience for all stakeholders involved.  From a student perspective, it provides them the real-world experience they need to gain a competitive edge in today’s advertising talent market; from a client perspective, they receive a wealth of innovative ideas to incorporate into their marketing strategy,” comments James Edmund Datri, president and chief executive officer, AAF. 

This year the NSAC challenged AAF college chapter teams to create a comprehensive marketing communications campaign that would enable JCPenney to expand their market share among women from 25 – 34 year olds.

The 2011 NSAC finalists are:

  • Brigham Young University – Idaho
  • Butler University
  • California State University – Chico
  • Chaminade University
  • Chapman University
  • Columbia College – Chicago
  • Hofstra University
  • Ithaca College
  • Johnson & Wales University - Providence
  • Minnesota State University – Moorhead
  • Ohio University
  • Oklahoma State University
  • Purdue University
  • Savannah College of Art and Design
  • University of Miami
  • University of Nebraska – Lincoln
  • University of Texas – Austin
  • University of Texas – El Paso
  • University of Virginia

“JCPenney sponsored the National Student Advertising Competition in hopes of receiving a few good insights to attract and retain the 25-34 year old customer.  Instead JCPenney received hundreds of outstanding insights and creative ideas. 

The AAF students showed complete professionalism through the written and oral presentations.  Many district judges expressed how hard it was to choose a winning team among so many exceptional campaigns…we feel certain the National Student Advertising Competition will help JCPenney reach the 25-34 year old target customer.”

Kimberly Bridgers, Marketing Coordination Director, J. C. Penney Media Inc.

Students who participate in this program invest anywhere from one to nine months of time preparing these plans books and presentations.  It truly represents a top class of advertising students across the country.  In some instances, students interview for a position on their college chapter’s NSAC team. 

“I’m impressed with the extent of their research and the ingenuity of their ideas.  From focus groups to customer intercepts they tried to get into the mind of the 25-34 year old customer, and then translated this mindset into actionable, creative ideas.  Moreover, they realize the critical importance of demonstrable ROI and set performance goals against which to measure their success.  As a whole, the work is terrific and well thought out.”

Bill Gentner, Sr. VP Planning & Promotions, J. C. Penney Media Inc.

“…the teams were especially effective in the use of digital and social media technologies to increase relevance with this target customer. 

David Overton, VP Customer & Strategic Insights, J. C. Penney

For more information on the NSAC, please visit www.aaf.org/nsac or contact Education Services at education@aaf.org or (202) 898-0089.

About JCPenney Company, Inc.
JCPenney is one of America’s leading retailers, operating throughout the US and Puerto Rico.  It carries the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation’s largest general merchandise catalog business.  Across their integrated enterprise, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company’s commitment to providing customers with style and quality at compelling prices.  For more information, visit the JCPenney, Inc. website at www.JCPenney.net.

About the American Advertising Federation
The American Advertising Federation (AAF), headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 40,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 214 college chapters, the AAF provides 7,500 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has nearly 100 blue-chip corporate members that are advertisers, agencies and media companies, comprising the nation's leading brands and corporations. For more information, visit the AAF's Web site at www.aaf.org.