American Charter students design winning ad campaign

WASILLA - In February 2011, VPSI Commuter Vanpools began mentoring students at American Charter Academy. Teams of students were challenged to come up with a marketing plan for the Mat-Su Borough's new program, Alaska Vanpool.

Students learned about alternate transportation options, including vanpooling. Each team developed a marketing program from beginning to end and received guidance and advice from VPSI along the way.

The winning team's program was then funded by VPSI up to $5,000. Each team of students worked for months to refine its ideas. They worked entirely on their own time, and even got together on weekends and after school.

Judges Jed Smith with the Alaska Center for the Environment and Patty Sullivan with the Mat-Su Borough Public Affairs Office had their work cut out for them. Each group had unique and wonderful ideas. However, the winning program involved all of the aspects of a successful marketing campaign.

Their entire campaign involved a very artistic rendering of the Valley Van on the road to "Saving Money Ahead" for promotional posters, a magnet that describes the "dizzying gas prices" and the savings people would realize by vanpooling instead. The centerpiece of their program involved a commercial for YouTube audiences that could be attached to a web ad via the local newspaper.

The campaign was so impressive that Anchorage Share-A-Ride matched the $5,000 that VPSI initially invested.

Each member of the winning team was given a commemorative plaque and a $100 Visa gift card at a ceremony in front the entire school Dec. 15. As a special bonus, VPSI donated $1,000 to the school's "Student Success" scholarship program.

Principal Becky Huggins said that the students found a lot of confidence through the process and were really proud of all that they accomplished.

Crissy Ditmore is the VPSI marketing manager for Anchorage.