Even before graduation, marketing students at Penn State DuBois have already completed their first professional marketing plan for a real, locally produced product. At the same time, they've helped place a local entrepreneur on the path to the successful marketing and sales of his original product.
The curriculum for the summer session of Marketing Principles 301 was built around DuBois business owner Steve McClure's unique photo and document frame. It began when McClure, the owner of Glass Unlimited, contacted Penn State DuBois Technology Transfer Coordinator Sally Moran looking for ideas to help promote his product. Made from genuine Pennsylvania hardwoods, the frame holds documents behind a pane of uniquely hand-chipped glass that is attached to the wooden frame by rosette fasteners. It is all hand-made, and the glass is chipped my McClure himself, according to his own original patent-pending process.
"His product is fantastic, but it didn't match the technology-oriented services I can offer as tech transfer coordinator," Moran said.
However, Moran was already onboard to teach Marketing Principles 301, and recognized the potential of a partnership between McClure and her students. "It was such a great fit for the class, and we could provide Steve most of the services other businesses could receive through Tech Transfer, and the services he would receive if he went to a marketing agency," she said.
McClure received a full marketing plan. Students conducted a market analysis, identifying a target audience. Through the use of questionnaires and research they found that professionals looking for attractive frames in which to display documents of achievement should be the target demographic. They also researched possible competitors and businesses that could serve as partners with McClure. The students suggested advertising methods which included the construction of a Web site, and the publication of brochures. They developed logos and even possible names for the product. McClure got to choose the name and logo he preferred -- he and the students all felt an immediate fondness for the name, "Forever Frame."
"This is overwhelming for me. I'm very happy. I think you did and excellent job and I will use these ideas," McClure told the students. "I think you got a down-to-earth, practical experience, too, and that's just great."
The students whole-heartedly agreed that putting together the real marketing plan was an excellent learning experience and a win-win for everyone.
"I'm a marketing major, so doing this hands-on work was just great for me," said student Kati Wendell. "I think it's great to help (McClure) too, and he seems really excited about it."
Student Craig Wensel added, "It was interesting to have an actual product to work with, and nice that we could really use what we're learning to help somebody."
McClure said he'll get right to work on implementing the plans the students provided. Starting up a Web site is near the top of his list.