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MBA Students Develop Marketing Plan for Big Brothers Big Sisters
Colavecchio and Madrigal recently completed a directed study for Big Brothers Big Sisters of Central Massachusetts during the summer of 2005. Directed by Professor of Management Carol Harvey, the students worked closely with Ben Ticho, the executive director of Big Brothers Big Sisters (BBBS), to develop a comprehensive marketing plan for the local agency. The major goals of the project were to increase awareness of the organization, develop promotional packages addressed to specific target audiences, and to research the largest employers in the area to discover which corporations targeted their giving and volunteer programs to youth-oriented programs. Ultimately, the marketing plan would be used to increase volunteer recruitment and encourage corporations to contribute to the organization. The marketing plan incorporated new methods of disseminating information about BBBS to different target audiences such as corporations and students. The plan also encouraged long-term partnerships through impressive and appealing presentations. The students began by identifying places such as colleges, where BBBS traditionally recruits volunteers. Then they developed a list of community service contacts such as coaches and administrators at several area colleges in the greater Worcester area. The duo also recommended that promotional materials such as posters, pamphlets, bookmarks and stickers be distributed at the colleges. These items could be handed out in college bookstores and showcased to freshmen at activity fairs in order to increase recruitment efforts. Colavecchio and Madrigal then used the Internet to research the largest employers in central Massachusetts and determine which ones would be a fit for BBBS in terms of volunteers and financial support. They narrowed the list to approximately 30 target companies which all mentioned “helping children” to some degree in their mission statements. The students then compiled basic information on each company including quick facts and volunteer opportunities, which they organized into a comprehensive marketing binder. The binder was divided into specific sections for each company. The binder essentially serves as a template or “How To” for BBBS outreach opportunities. The project began in mid May and was completed by the end of August. The students spent about three or four hours a week working in the BBBS office and also conducted research on their own time. Ticho has worked with interns from area colleges before, but never to the level of this directed study project. MBA students at Assumption can complete up to two directed study projects for academic credit. Colavecchio and Madrigal presented the results of their project, a thorough and extensive marketing portfolio, to the staff and Board of Trustees for BBBS at a meeting on September 13. Mack Koonce, the chief operating officer for the national office of BBBS, was also on hand for the presentation. The students received strong positive feedback on their project from all in attendance. BBBS now uses the marketing portfolio designed by the students to aid in the research and cultivation of future volunteers and partnerships. “I was very impressed by the caliber of their work and the level of their intellect,” said Ticho. “You could tell at the board meeting that this was an ‘A’ project.” “Everyone was really excited about our project,” said Colavecchio. “They kept asking us questions, but it was more like a discussion than a presentation.”
“Both students just had a presence about them. They worked very well as a team,” said Ticho. “Gina could be a spokesperson for anybody or anything and Alex certainly doesn’t lack for self-confidence. If you talk to Alex for 10 minutes you’ll get 50 ideas.” Madrigal, a native of Costa Rica who graduated from Assumption with a degree in international business last spring, knows a thing or two about strong teams. He was a four-year member of the men’s tennis team at Assumption, a squad that won four straight Northeast-10 Championships and went a perfect 44-0 in conference play during his four years with the Greyhounds. Also a former member of Costa Rica’s Davis Cup team, Madrigal was recruited to play at Assumption by Head Men’s Tennis Coach John Ippolito. Madrigal is a first-year student in the MBA program and hopes to someday run his own business. Coalvecchio, a second-year student in the MBA program, is a native of Cranston, Rhode Island. She graduated from Rhode Island College with a degree in marketing and management in 2004. She hopes to continue in marketing but is still open to pursuing other career options. Both students agreed that this project was a relevant and practical application of what they have learned in the MBA program. “It was a great project because we got to actually see where our work was going,” said Madrigal. “The project served as an application of the marketing theories that I have learned.” “This was one of the most involved projects I’ve ever done,” said Colavecchio. “By completing such a practical project, we learned things you normally wouldn’t learn in an MBA program. It was also a lot more fun than a regular class.” If Colavecchio and Madrigal ever make it to Mr. Trump’s board room, there is a good chance they would hear Donald utter a trademark two-word phrase. “You’re hired!”
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November, 2005 - If Donald Trump was filming the next season of his hit television show “The Apprentice” at Assumption College, he might want to take a serious look at MBA students Gina Colavecchio and Alex Madrigal ’05 as strong candidates to become his next colleagues.
Colavecchio and Madrigal worked well together as a team and contributed different strengths to the project. According to both students, Colavecchio brought strong organizational and research methods to the table while Madrigal used his outgoing personality and communication skills in meetings and presentations with companies.