Integrated Marketing Campaign

This event provides recognition for PBL members who demonstrate a real-world understanding of marketing applications.



Participants will demonstrate and conduct market research from the target market of the proposed campaign; interpret the results of market research; state the campaign goals and how the campaign will achieve goals; create a tag line or promotion slogan.


Participants must have paid state and national dues postmarked by February 15 of the current school year. 

State                Each charter may enter one individual or a team of 2 or 3 members.

National          See national guidelines:


State                When it has been determined that a student will represent the charter at state competition, the appropriate entry form must be sent to the state adviser received by the date specified in the SLC registration packet.

National          See national guidelines:

·         Participants must be selected in accordance with the regulations of the state chapter and the national association.

·         Participants must not have entered this event at a previous National Leadership Conference or placed 1st or 2nd in this event at a previous State Leadership Conference.

·         Participants failing to report on time may be either disqualified or permitted to begin late with no extension of the time as scheduled.

·         Participants must adhere to the dress code established by the Board of Directors or they will not be permitted to participate in the competitive event.

·         Participants will be required to identify and meet with a real-life client in order to determine the client’s marketing needs and desires.  The client may be from any size business (profit or non-profit), government, or educational unit.  The team will design and conduct appropriate market research for their proposed campaign. 

·         The campaign must include, but is not limited to:

o   Design and conduct appropriate market research from the target market of the proposed campaign

o   Interpret the results of the market research

o   State the campaign goals and how the campaign will achieve the goals

o   Create a tag line or promotion slogan

o   Design and create a minimum of one print advertisement

o   Design a minimum of one Internet component (Web page, Internet ad, etc.)

·         The participants should provide the necessary materials and equipment for demonstrating the marketing campaign.

·         The campaign must be the result of the individual or team’s own efforts.   Facts and working data may be secured from any source.

·         Student members, not advisers, must prepare the presentation.

·         Visual aids and samples related to the presentation may be used in the presentation; however, no items may be left with the judges.

·         No implementation of the proposed campaign is required.

·         If there are 15 or fewer participants/teams, awards may be determined from a preliminary round only.

·         Participants must provide all equipment for the presentation.

·         Five (5) minutes will be allowed to set up and remove equipment or presentation items.

·         In case of a team, all members must participate in the presentation.

·         The individual or team has seven (7) minutes to interact with a panel of judges to sell the marketing plan.  The judges will interact throughout the presentation.

·         A timekeeper will stand at six (6) minutes and again at seven (7) minutes.


If it is necessary to have a final round, an equal number from each preliminary group will be scheduled for the final round.  The final guidelines are the same as the preliminary guidelines described above.


Presentations will be judged by a panel at the conference.  All judges’ decisions are final.