The Marketing Strategies class at Minnesota School of Business-Shakopee prepared a comprehensive marketing plan for the Academy on Violence and Abuse (AVA). Students met with the Executive Director, Karla Vaughan, four separate times during the quarter and worked hard to complete the plan by September 12th, so she could present it to the Board of Directors on the 14th in Philadelphia.
AVA is comprised of researchers, clinicians, and public health professionals who provide information to the health care profession about the impacts of violence and abuse on patient health.
The students acted as their marketing team and were guided by Ms. Vaughan as their CEO. Board members were extremely excited to be working with the students and were eager to have some actionable plans to enable them to increase memberships, sponsorships, and ultimately expand the knowledge base of this debilitating condition. Ms. Vaughan said, “The students did a great job helping AVA clarify who their target markets were and then created specific messages for each of those markets.”
Niels Andersen, instructor and adviser for the students, stated, “The advantage to students is that they had regular deadlines to complete certain actions and were required to update their CEO weekly with the status of the plan. Ms. Vaughan provided guidance and was an important conduit to the thoughts and concerns of the Board of Directors of AVA. The organization is real, the plan is real, and the result will be implemented both nationally and potentially internationally.”