MCC hosts High School Marketing Challenge 2017

More than 150 students from five area high schools researched demographics, psychographics, and conducted a SWOT analysis (strengths, weaknesses, opportunities, and threats) for the local restaurants of a national food chain and presented marketing plans to help a client showcase their large menu that includes many healthier options, and the ability to accommodate large order catering.

Students participated in 37 teams at McHenry County College's 2017 Marketing Challenge, where they competed to create the best marketing plan for this year's sponsor: Buffalo Wild Wings.

Students were judged on company knowledge and expertise, creativity, visuals, media strategy, including the use of social media targeted at young adults, high school athletes and families and more.

Students also had the opportunity to meet and learn from the expertise of Buffalo Wild Wings marketing director Vicki Frantz and the Crystal Lake restaurant's general manager Brian Allen.

Julie Freelove, instructor of business at MCC, said the goal of the day is to provide a hands-on learning experience for high school marketing and business students. The event also gives high school students the opportunity to network with business leaders, MCC, and community high school students and faculty.

The 2017 Marketing Challenge Champion was awarded to Prairie Ridge High School Team No. 5, including Shannon Donaldson, Taylor Golt and Delaney Watson. Finalists were Woodstock High School Team No. 4 and Prairie Ridge Team No. 8.

According to Vicki Frantz, franchise marketing director for Buffalo Wild Wings, the Prairie Ridge Team #5 connected a winning sports team - the Chicago Cubs, with the restaurant's healthy menu option.

"Many people may not know about our healthy food options," Frantz said. "I also like the team's idea of creating a separate healthy menu and their idea of giving customers extra points for ordering a healthy menu option through our Blazin' Rewards program."

"This event opens students' eyes to all different aspects of marketing, ranging from the traditional methods of TV, radio and print to social media and digital promotion," Frantz said. "They learn about the challenges of a business and the importance of using multiple levels of messaging."

Brian Allen, general manager of the Crystal Lake Buffalo Wild Wings, said part of the goal is to find other options for the restaurant.

"They (Prairie Ridge Team No. 5 competently presented the best alternative to wings and how to market our healthier items; salads, wraps, grilled tenders and grilled sandwiches. We're much more than deep fried foods. This event really opens up their minds to real-life experiences," Allen said. "They research a real-life business and see their concepts come to life."

"I think the Marketing Challenge is a great opportunity for students to put their classroom knowledge into use for a real-life situation," said Ken Martin, marketing instructor at Woodstock North High School. "The more we can bring the real world into the classroom, the more the students can see how a business concept becomes a business reality. I would love to see the ideas my students come up with be used by local businesses so they can see the fruits of their labor."