PULLMAN, Wash. — Washington State University students and the community will have an opportunity to enjoy food, prizes, games and a chance to learn about different vehicles available at Chipman & Taylor Chevrolet-Oldsmobile during “Drivin’ the Palouse with Chevy,” an interactive student-run event Wednesday, April 17.
The event, sponsored by Chipman & Taylor Chevrolet-Oldsmobile, is set for 9 a. m. to 3 p.m. on WSU’s Glenn Terrell Mall.
Organizing and running the event are 16 students who work with David Sprott, assistant professor of marketing in the College of Business and Economics. They are participants in the fifth, on-campus General Motors Marketing Internship. Chipman & Taylor have sponsored the internship program each year.
“‘Drivin’ the Palouse with Chevy’ will showcase a variety of activities that are available to residents of the area, such as snow sports, camping, biking and inline skating on the Chipman Trail, an eight-mile running path between Moscow and Pullman,” said Shannon Broz, a senior from Kennewick and event coordinator. “Interactive displays will educate participants about Chevrolet vehicles that can take them to such activities.”
By participating and answering questions about displays, participants will be entered into drawings for more than $2,400 worth of prizes donated by regional businesses. The first 100 people who go to all of the displays between 11 a.m. and noon will be offered a free barbecue lunch.
The mall event is the culmination of a semester-long effort by the marketing interns. During spring semester, the students dubbed their marketing agency “Willawaw” and assumed responsibilities, such as advertising, event planning, philanthropy, public relations and research, within the agency. Chipman & Taylor provided students with a $2,500 budget and other resources to execute the promotional event and a philanthropy activity required of the students. A food drive raised 1,487 pounds of food for the Pullman Food Bank the week of April 1.
“Our goal is to stage an event that is fun and engaging, and exposes people to the great Chevrolet vehicles provided by Chipman & Taylor,” said Roxanne Walczak, a senior public relations major from Orting, and leader of the internship’s public relations team. “We think we’ve succeeded.”
The day of the event is not the end of the road for the student interns, however. The students will get to work the next day researching the effects of the event on their target market. The students will then present the results of their research, with an evaluation of the effectiveness of their event strategy, to representatives from Chipman & Taylor, General Motors and EdVenture Partners, the California firm that organizes GMMI projects at many campuses on behalf of GM.
“The presentation is a unique opportunity for students to present to real corporate executives and to hone their pubic speaking skills,” said Sprott.