Chevy fuels business class to promote going green
Nicole Smith
Issue date: 3/12/08 Section: News
If you went to the Winthrop Eagles baseball game over the weekend and saw tons of people wearing green, don't worry about being pinched. It's not St. Patrick's Day yet.
It's Chevrolet, partnered with Winthrop's Marketing 481 Honors class.
Chevy has teamed up with assistant professor Hemant Patwardhan's promotions management class to create Golden Eagle Marketing with the agency EdVenture Partners.
With Golden Eagle Marketing, Chevy wants to encourage the Winthrop audience to "think about tomorrow" and "help make a difference in the world through fuel solutions," according to the group's campaign.
Chevy also wants to help students move from "gas-friendly" to "gas-free."
The class works through EdVenture each spring. For the last couple of semesters, the client has been Chevy, but the campaign is always different.
"The class has worked with GM since the section was started," Patwardhan said. "This is the first time they are working on a completely new initiative that Chevy has. The Fuel Solutions initiative brings all their fuel-saving technologies and plans under one roof."
The purpose of the internship is to develop and implement an integrated marketing communication plan promoting Chevy's Fuel Solutions, said Jill Swearingen, a junior IMC major.
Patwardhan goes even further.
Experience working for a large Fortune 500 corporation, creating an actual advertising and promotions campaign and implementing it amidst tight deadlines with a relatively modest budget are a few more purposes, he said.
Some of the "Fuel Solutions" technologies Chevy has developed include fuel efficiency and E85 ethanol.
According to the dealership's official Web site, fuel efficiency works in giving the most bang for your buck. For instance, the Chevy Aveo can attain 24 miles per gallon in the city and 33 on the highway. The Malibu can get 22 miles per gallon in the city and 30 on the highway.
E85 ethanol vehicles can run on either gasoline or E85 - a blend of 85 percent ethanol and 15 percent gasoline - or a combination of both, according to the Web site. E85 ethanol fuel is a cleaner burning, mostly renewable fuel source made from mostly U.S. grown biomaterial, such as corn or other grain products.
It's Chevrolet, partnered with Winthrop's Marketing 481 Honors class.
Chevy has teamed up with assistant professor Hemant Patwardhan's promotions management class to create Golden Eagle Marketing with the agency EdVenture Partners.
With Golden Eagle Marketing, Chevy wants to encourage the Winthrop audience to "think about tomorrow" and "help make a difference in the world through fuel solutions," according to the group's campaign.
Chevy also wants to help students move from "gas-friendly" to "gas-free."
The class works through EdVenture each spring. For the last couple of semesters, the client has been Chevy, but the campaign is always different.
"The class has worked with GM since the section was started," Patwardhan said. "This is the first time they are working on a completely new initiative that Chevy has. The Fuel Solutions initiative brings all their fuel-saving technologies and plans under one roof."
The purpose of the internship is to develop and implement an integrated marketing communication plan promoting Chevy's Fuel Solutions, said Jill Swearingen, a junior IMC major.
Patwardhan goes even further.
Experience working for a large Fortune 500 corporation, creating an actual advertising and promotions campaign and implementing it amidst tight deadlines with a relatively modest budget are a few more purposes, he said.
Some of the "Fuel Solutions" technologies Chevy has developed include fuel efficiency and E85 ethanol.
According to the dealership's official Web site, fuel efficiency works in giving the most bang for your buck. For instance, the Chevy Aveo can attain 24 miles per gallon in the city and 33 on the highway. The Malibu can get 22 miles per gallon in the city and 30 on the highway.
E85 ethanol vehicles can run on either gasoline or E85 - a blend of 85 percent ethanol and 15 percent gasoline - or a combination of both, according to the Web site. E85 ethanol fuel is a cleaner burning, mostly renewable fuel source made from mostly U.S. grown biomaterial, such as corn or other grain products.
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