Officials from the U.S. Department of State, including Ambassador Hans Klemm, Acting Director General of the Foreign Service and Director of Human Resources, came to WKU on Thursday (May 15) for Imagewest’s presentation of a recruitment marketing campaign the student advertising and public relations agency developed for the U.S. Department of State’s Peer-to-Peer Marketing Program.
Also in attendance from the U.S. Department of State were Connie Dierman, Deputy Chief of Outreach, and Rachel Friedland, Recruitment Marketing Manager. Representatives from WKU included President Gary Ransdell; Ambassador Michael McClellan, Diplomat in Residence; and Dr. David Lee, Dean of Potter College of Arts & Letters.
The presentation was a culmination of a yearlong partnership with the U.S. Department of State through which Imagewest developed a marketing campaign concepts to increase awareness of and generate interest in the U.S. Department of State and Foreign Service careers among high school and college students. As Friedland explained, “peer-to-peer marketing programs are a win-win for both the students and the U.S. Department of State. The students receive real-world, hands-on experiential learning, while we receive creative and innovative ideas to help raise awareness among diverse audiences. The students’ perspectives provide insight to help us enhance our national recruitment advertising and marketing communications efforts.”
Last semester Imagewest conducted research and developed and presented a marketing plan. Throughout the spring semester, the agency worked to execute components of the marketing plan, including branding the campaign, producing a teaser video, building a sample website, making recommendations for a student ambassador program on campuses, and creating a plan for promoting the campaign’s website and student ambassador program.
“Of the four peer-to-peer marketing programs we currently conduct, I’ve been thoroughly impressed with Imagewest’s professionalism, creativity and adaptability. The agency conducts itself like any reputable Madison Avenue firm,” Friedland said.
Imagewest consists of a group of 12 student interns led by two staff persons, agency director Jenna Warrenfeltz and art director Summer Bolton, and a faculty advisor, Mark Simpson. . “Partnering with the U.S. Department of State has been a tremendous opportunity for Imagewest and the agency’s interns; the U.S. Department of State’s potential implementation of this project would be a huge success for Imagewest,” Warrenfeltz said.
Samara Heavrin, a graphic designer with Imagewest, worked on the U.S. Department of State project over two semesters. “Imagewest has given me such a wonderful experience to be able to work with the U.S. Department of State,” Heavrin said. “Having the opportunity to be a part of the project from beginning to end has allowed me to have a better understanding of the full implementation process.”
In addition to having the U.S. Department of State as a client, Imagewest has worked with more tha 200 clients in the Bowling Green and WKU communities as well as a number of national and international clients.
Contact: Imagewest, (270) 745-8915.