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Advertising career discovery: an outlet for creative, free-thinking students

Let creative students gain skills working with NYC companies and professionals in our work-based learning program

Program Overview

The New York City Advertising Workplace Challenge program is designed in partnership with Manhattan Early College for Advertising (MECA) and the NYC Department of Education. 

This unique work-based learning program will help NYC students gain deep insight about how future careers in advertising can take place in a 21st century  entrepreneurial business. This challenge asks students to attempt to sell the impossible and grow a future focused, creative mindset. 

Students will experience  what it is like to work at a “start up” company and to build a campaign to sell their innovative  products and services which rely on advanced technologies. “Start ups” are “creator spaces” where imagination drives the creation of and the marketing of products. Our partner companies produce and sell items which enhance lives by using artificial intelligence, robotics, Nanotechnology and machine learning. 

Students will meet company staff at their workplace in order to learn about the company's vision, products, and services so they can design a marketing campaign that speaks to the company’s target audience. Participants will work in teams that will compete to design the best campaign. Every team will receive advice on their campaign from an advertising professional. Students will also meet regularly with our challenge leader who will provide instruction and guidance. In addition, students will attend lectures by  influential guest speakers who will lecture on entrepreneurship and startup culture.


Program Includes

Program Kick off at NYC Company

An event to get students excited about the workplace challenge, see a day in the life at an NYC startup company, and begin networking with professionals.


Guest Speakers

Inspiration from thought leaders in advertising, technology and entrepreneurship also for networking and future references.

Work Site Tours

Students visit an NYC start up company to experience life as a professional at the company, attend a presentation about the organization, their goals, main products/services, and to spark the relationship so they can support them as their new client for an advertising campaign.

School Site Learning

In-person class at designated NYC School sites providing professional guidance and work-based learning about how best to launch their campaign and bringing together the entire package.

Remote Focus Groups with Companies

Students will continue to connect with their designated client company at focused Zoom sessions to increase their understanding of the company and product goals. Work may be checked through multiple focus groups as the campaign evolves so that professionals can give rounds of feedback and gauge students’ work.

Competition

Students will compete against other teams based on their overall advertising campaign and other key elements of how they supported their client and produced the best/focused campaign for their client. The competition can be in part graded by the company and perhaps by MECA school sponsors and also possibly other educators with the DoE.

Deliverables

Customized Deliverables based on company needs

  • Print or Digital Piece 

  • Campaign Video - 60-90 Seconds

  • Guerilla Campaign - for an experience/event

Web landing page

  • Image ad (instagram format)

  • Video or series of video ads (tiktok inspired or youtube format or both)

  • Conversion goals to be set as leads or other conversion activity

Final Presentation

Final presentations can be at a worksite or designated location for all groups to share their final pitch, deliverables and share their outcomes. This is part ceremony, part celebration, part networking, and part final competition with awards handed out to winning teams.

Backed by industry

Donnie Javed is the Head of Marketing for Stack Blue Digital Marketing Agency and also manages his own marketing agency, Adverb. He has guided political campaigns, launched mobile apps, worked with multiple startups, and taught classes at Baruch College. Currently, he is a permanent advisor to Baruch's Executive MBA program, providing real world insight and strategies from a marketing lens. Donnie grew up in Astoria, Queens and attended NYC Public Schools.

"By participating in this workplace challenge with the amazing team at MECA and Work ED, a student can gain valuable insight on what it would be like to work in a startup and digital advertising team to discover if this industry is a good match for the student's career goals and interests, talents, skills and personality."

Carol Sun, an artist and educator who grew up in the Bronx and attended NYC public schools. Prior to becoming a teacher, she was a  graphic designer and  adjunct college professor at Cooper Union and Parsons New School. Today she is well known for her innovative curriculum and leadership in career technical education for creative workforce training.

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