A new student-ambassador campaign was brought to campus thanks to eight female students and the American Marketing Association partnering with the online shopping platform, Hintd.
Lucy Danziger created Hintd after working as the editor-in-chief of SELF magazine for 12 years. Her goal was to create a shopping platform that would allow women to “hint at their best future self” while also making online shopping easier and more organized.
The University of Richmond’s AMA first heard of Hintd through Danziger’s announcement of a national competition for marketing students to propose the best strategy for downloads on her new app.
Through an in-school competition created by Brandon West, the president of the University's AMA, the team was able to invite Danziger to campus and explain its marketing pitches to her, West said.
“She was so impressed that she gave our team the first place award money anyway and she said that our pitches were the best out of the entire nationwide competition,” he said.
Meredith Gallo, the URHintd team leader, began working with Danziger soon after winning the competition, she said. As a sophomore majoring in business administration with a concentration in marketing, Gallo said this opportunity was a great way to hear a CEO’s first-hand knowledge on creating a business.
Gallo compiled a team of seven other women who also competed in the marketing-pitch competition, she said.
As a student-ambassador team for Hintd, the women work to promote Hintd and the resource that it offers.
“In order to incentivize new shoppers, we promote contests on our Facebook and Instagram,” Gallo said. “Participants can tag @urhintd and be entered into any current contest.
We also make posters to hang around campus. The campaign is very social-media based because that’s how we plan to reach our target audience.”
West said that an all-female team appealed more to Danziger’s target audience and better suited the start-up’s goals.
As the Hintd campaign grows larger on campus, West, Gallo and Danziger have large hopes for its future, Gallo said. Hopefully more people will begin using the app and website and it may even crossover into sorority life on campus, she said.
Gallo is even interning with Danziger at the New York office for Hintd this summer, she said.
“I’ll get to update the company’s social-media page and, through the whole process, Lucy will be acting like a mentor for me in the marketing world," Gallo said.
The team behind URHintd continues to improve the campaign and even has upcoming plans for a pig roast wishlist competition, Gallo said. West is proud to see how far Gallo and her team have come in promoting this new campaign on campus, he said.
“I think this campaign is not only a great opportunity for the AMA team on campus, but it also helps Meredith and her team, while fitting right in to the demographic that is already on campus,” West said.
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