Fishing and (scavenger) hunting for Gen Z customer loyalty through community connections were among the themes of the pitches at this year\u2019s Grant Dobson Case Competition.<\/p>\n
In person for the first time since 2019, the annual event, which is hosted by the Department of Communication, Popular Culture and Film (CPCF) and held in conjunction with the annual Terry O\u2019Malley Lecture in Marketing and Advertising, was very much about fostering connections \u2014 both in the pitches and in Brock\u2019s board room.<\/p>\n
This year\u2019s brief had participants tackle the fictional challenge of creating lifelong customers for a major hardware and automotive retail brand.<\/p>\n
Organizer and Associate Professor Karen Louise Smith in CPCF says she has observed that \u201cmany mentoring relationships, but also friendships, get started through the Dobson Case Competition,\u201d and student competitors agree.<\/p>\n
Business Communication major Jessica Avery says that getting personalized feedback and advice from industry experts was a key takeaway.<\/p>\n
\u201cThis competition also allowed me to connect with amazing, inspirational and successful people in the world of marketing, who have been where I am today,\u201d she says. \u201cThey told us to not be afraid to reach out or speak out in the business world, and this gave me more confidence to reach out to potential employers and share my creative ideas, even if I may be scared.\u201d<\/p>\n
Avery\u2019s partner, Business Communication major Grace Teal, calls the competition \u201ca major highlight\u201d of her Brock experience.<\/p>\n
\u201cGetting to network with so many successful and passionate individuals in the business and marketing field was such an honour and something I will certainly take with me as I pursue my future endeavours,\u201d says Teal. \u201cI have always had a passion for marketing, and I loved the creativity that this competition gave Jess and I to think critically and have fun in the process, so I feel so grateful to have had this opportunity.\u201d<\/p>\n
Avery and Teal presented a pitch entitled #CatchoftheDay to help a store connect with Gen Z consumers using themes of kindness and sustainability.<\/p>\n
Business Communication major Matthew Cancilla was excited to compete and network in person after taking part virtually in the past.<\/p>\n
\u201cI participated in this competition last year and really wanted to come back and do it again this year because of how fun and helpful it was for my public speaking development,\u201d says Cancilla.<\/p>\n
Cancilla teamed up with Concurrent Education student Geoff Burton to pitch scavenger hunts, social media engagement and even summer festivals to generate charitable donations and develop communities using the store\u2019s brand.<\/p>\n
Assistant Professor Michelle Chen in CPCF, who provided early feedback to the finalist teams, enjoyed watching their ideas and presentations take shape.<\/p>\n
\u201cThey start with just ideas that get transformed into a great presentation, and to see the students take feedback, polish the presentation, strengthen it \u2014 that was really good to see,\u201d says Chen. \u201cI think the competition provides hands-on experience where students apply all the theories and skills they\u2019re learning, and I find that incredibly valuable in helping the students prepare for jobs in marketing, advertising and communications.\u201d<\/p>\n
Competition organizers included Smith, Chen, Jacqueline Botterill, Tim Dun and Megan Johnson. CPCF fourth-year interns Michelle Kudla and Leanne Mac Askill provided support and CPCF Student Society president Arielle Hounsham-Lalande emceed the day\u2019s events, which kicked off in the afternoon with the pitch session.<\/p>\n
This year\u2019s judging panel of industry experts included:<\/p>\n