Duties were divided: One team would be responsible for the marketing materials, and another team would conduct market research. Some students would be responsible for creating the product's kickoff, while others would decide which design bid to accept among six entries.
This activity wasn't done in the boardroom of a small company, but in a classroom at Fairfax High School. As sports marketing students, they were responsible for seeing that their project — to partner with the professional soccer team DC United to sell 200 tickets by April 23 — is successful.
"You think it might be easy, but it's not," said Fairfax sophomore Richard Verwers of their marketing initiative.
His classmate Jackie Fenimore agreed, "You really have to learn about selling aspects, budgeting."
Since February, over 100 students from the sports marketing classes at Fairfax have been involved in creating a marketing program for DC United. With $500 given to them by DC United, the goal in their marketing plan "GOAAL the Distance" is to sell 200 tickets by the second game against Chicago Fire. They intend to sell tickets to students and the wider community through promotional events and with posters displayed throughout the city. Although their kickoff week is March 15-22, they have already sold over 100 tickets, and they plan to sell more.
BESIDES THE sports marketing students, students in graphic design and digital photography classes, student government and the school soccer teams have been involved in the marketing effort.
"I thought it was the only real-life situation in the field I could give them," said marketing teacher Cheryl Lawrence. "We're making it a professional responsibility to do this."
This is the first year that Fairfax High has had a marketing partnership with DC United, and this is the second year that DC United has worked with schools to develop a marketing program. Jamie O'Connor, vice president of sales and marketing at DC United, had been invited to talk at Annandale High School by Jennifer Hendrickson. But after meeting the students there, O'Connor and Hendrickson agreed that partnering together would give students a real-world experience that goes beyond the textbook.
Students "could create a concept, but they couldn't actually do it," O'Connor said. "Why don't we give them a class project?"
Through Fairfax's partnerships, students have had to learn how to create promotional materials that would draw in their target audiences. They discovered that students liked flashier images, while older individuals preferred something more traditional.
"When we were picking out posters, we had to chose a target market," said Fairfax senior Alvaro Lopez.
STUDENTS ALSO created incentives for students to buy and sell tickets, such as offering free subs from Mama's Restaurant to the first 50 people to buy tickets. Other activities included a pep rally and inviting some DC United team members to make an appearance.
After each team came up with ideas, the student leaders decided on the best ones and presented them at DC United marketing offices.
"It was awesome. They gave us a lot of critique, which was good. They had a lot of ideas for us," said Jackie.
"They were pretty impressed with our project, " said Fairfax junior David Martin.
Once the marketing students received approval on their ideas, they had to implement them. The students discovered that one of the most challenging aspects of their project was selling tickets to soccer games vs. other sports.
"It makes it harder," said Alvaro. "It's not like everyone is looking for DC United tickets. You have to promote them."
As the marketing students were determining what steps to take next, students in the graphic design and digital photography classes in the Arts Academy were creating potential posters for the project. Out of eight posters assigned, six were made, and two were mass-produced by students to put up throughout town. Students also created all the posters.
"This fits in real well with the rest of what we're trying to do," said digital photography teacher Randy Jacobson, explaining that the class tries to introduce students to the commercial aspects of photography.
AS THE PROJECT draws to a close, students are confident they'll reach their sales goal. Some students have enjoyed working on a product they enjoy. Jackie, a soccer player, hopes to continue working with DC United through an internship.
"It's good, to get involved with a team you really like," said Fairfax junior George Paz.
With the success of Fairfax's first year in the partnership, Lawrence hoped the relationship with DC United would continue.
"It's one thing that's really excited me because I could get the students motivated to do this," she said.
O'Connor replied that Fairfax's marketing project was impressive.
"I was quite surprised and excited about Fairfax," said O'Connor, adding that he didn't expect a school in the first year of its partnership to do so well. "Fairfax has done a wonderful job in their approach and thought process."