Story by Chelsey Drummond

AdFed students review the 2010 campaign with their supervisor, professor Hwiman Chung. (Photo by Chelsey Drummond)

The students in New Mexico State University’s Advertising Federation know all about hard work.

The program was originally designed to introduce advertising students to the world of sales and promotion, but has accomplished so much more than that.

Led by journalism professor Hwiman Chung each year, the group is given quite a hefty task of researching and designing a fully integrated marketing plan for a client.

In past years, the students have created campaigns for national corporations such as Coca-Cola.

Not a typical client

AdFed took a turn this year by deciding to work with a local client instead. Citizens Bank of Las Cruces was a close-to-home business that allowed for the students to get a more intimate look into professional relationships.

“I think we all enjoyed working with Citizens Bank. It was exciting to see inside the business first-hand, to put a face with the name. I don’t think you can get that experience with national corporations like Coca-Cola,” said AdFed President Alex Hewit.

Extra assistance

Not only did this year’s production focus on a different client, but the group even had extra help from  local advertising agent Edmundo Resendez, owner of  The Uno Advertising.

“Edmundo’s help was greatly appreciated. His advice and input really aided our campaign. We learned a lot from what he has already accomplished, sort of what to do and what not to do,” continued Hewit.

AdFed President Alex Hewit (left) and a fellow student work on last minute changes before the presentation to Citizens Bank.

Creative campaign

With a brand new client and some added assistance, the 2010 AdFed students worked year round to finish and present their integrated marketing plan to Citizens Bank. The club based the entire campaign on an innovative slogan deemed “Established. Secure. Local.”

With that catch phrase and many other creative and research components, the students displayed an impressive collection of data to their client.

“The presentation went very well; we were just excited to have finally completed the project. A lot of work went into it, and we’re very proud of what we’ve created,” reflected Hewit.

Hwiman Chung teaches his advertising students the importance of research in a campaign.

With the 2010 campaign officially a success, Chung and his returning AdFed members have much to look forward to for the future.

“I’m pleased that we’ve accomplished what AdFed is set to do. We created interest in advertising and have helped students learn and work in that environment,” Hewit concluded.