Cal State Fullerton Selected To Participate In Honda Fit Marketing Challenge

Program Gives 18 Schools From Throughout the Country the Chance to Help Launch a New Vehicle

FULLERTON, CA - March 6, 2006: Cal State Fullerton has been selected as one of 18 schools throughout the country to participate in the Honda Fit Marketing Challenge, taking place this spring. The program, sponsored by American Honda Motor Co. Inc., provides each school with $2,500 to develop, execute and analyze a campaign to introduce Honda's all-new premium subcompact car the "Fit" to a key target market - fellow college peers.

In addition to Cal State Fullerton, there are 17 universities across the country participating in this exciting learning opportunity: Cal Poly, San Luis Obispo; Loyola Marymount University; San Diego State University; University of Houston, Downtown; Long Island University; Saint Peter's College; New York University; SUNY, Albany; University of Georgia; Michigan State University; University of Pittsburg; University of Pennsylvania (on-campus); University of Pennsylvania (off-campus); Boston College; University of Illinois, Champaign-Urbana; University of Akron; and University of Texas, Arlington.

Cal State Fullerton was recently listed as one of the "Top Public Universities" by U.S. World News and Report 2006, which ranked the school sixth in the nation's Top Public Universities-Master's institutions in the West. Established in 1957, the school boasts enrollment of more than 35,000 students, according to figures from the fall 2005 semester. Cal State Fullerton is also widely recognized as one of the top communications schools in the U.S.

Honda specifically identified key urban campuses within their major markets throughout the nation to partner with in this extraordinary venture. This unique partnership is part of an industry-education program sponsored by Honda and EdVenture Partners known as the Honda Fit Marketing Challenge.

This spring, 43 advertising students from Cal State Fullerton are being given a rare opportunity to put their education to work in the real world with a prestigious client. At the start of the spring semester, representatives from American Honda Motor Co. visited the students in their classroom, along with a representative from EdVenture Partners to discuss the details and objectives of the Honda Fit Marketing Challenge. The students have already formed a fully functioning advertising and marketing agency within their classroom called Impact Advertising. Over the next ten weeks, the students will be responsible for researching, implementing and evaluating an integrated marketing campaign for their client, Honda. The student-developed marketing and communication strategies will be focused directly on their peers.

Impact Advertising has the opportunity to design an Integrated Marketing Communications campaign aimed at increasing awareness for the Honda Fit, utilizing research, budgeting, event planning, print and broadcast advertising campaigns, and public relations. After presenting their concept to executives from Honda, the students will execute their campaign as well as track and analyze its results. The program features an on-campus event and then culminates in a formal, agency-style presentation to Honda executives that serves as a unique opportunity for students to develop public speaking and presentation skills, in addition to building self-confidence.

"The program is a win/win for all parties involved," said Professor Ian Crockett. "The students get a real life experience and learn to work within the framework of an agency. Honda receives insight and creativity from the students, who also happen to be their target audience for this vehicle."

Crockett, who is teaching the class, is also the president of a successful advertising agency in Newport Beach, Calif., Hunter Barth Advertising, Inc. As their students' advisor, he will encourage them to develop their campaign using their own ideas and skills.

Today's college students are in a "catch-22" when entering the job market. They lack experience and find themselves in a situation where they may have a difficult time finding a job due to their inexperience. The Honda Fit Marketing Challenge effectively bridges the gap between industry and education, providing students with hands-on, real world experience with one of the country's leading companies.

Watch for more information about the Honda Fit Marketing Challenge at Cal State Fullerton throughout the spring 2006 semester.