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Northwest Missouri State University


News Release

The 32 Northwest students selected for the 2014 Knacktive class are pictured with the course's faculty members as well as Horace Mann Principal Jill Baker, Northwest Provost Doug Dunham and Dr. Joyce Piveral, dean of Northwest's College of Education and Human Services. Knacktive will be working this spring with Horace Mann to enhance the laboratory school's marketing efforts. (Photos by Darren Whitley/University Relations)

The 32 Northwest students selected for the 2014 Knacktive class are pictured with the course's faculty members as well as Horace Mann Principal Jill Baker, Northwest Provost Dr. Doug Dunham and Dr. Joyce Piveral, dean of Northwest's College of Education and Human Services. Knacktive will be working this spring with Horace Mann to enhance the laboratory school's marketing efforts. (Photos by Darren Whitley/University Relations)

Nov. 24, 2013

Knacktive to partner with Horace Mann on 2014 campaign

Horace Mann Laboratory School Principal Jill Baker, Northwest Provost Dr. Doug Dunham and Dr. Joyce Piveral, dean of Northwest's College of Education and Human Services, signed an agreement Friday to solidify Knacktive's partnership with Horace Mann this spring.

Horace Mann Laboratory School Principal Jill Baker, Northwest Provost Dr. Doug Dunham and Dr. Joyce Piveral, dean of Northwest's College of Education and Human Services, signed an agreement Friday to solidify Knacktive's partnership with Horace Mann this spring.

Thirty-two Northwest Missouri State University students are set to begin working with their client after being introduced Friday, Nov. 22, as the University’s fourth Knacktive class.

Piloted at Northwest during the spring 2011 trimester, Knacktive is a selective educational experience for advanced undergraduate students that incorporates the creative demands and intensive teamwork environment of a technology-oriented, professional marketing communications agency. Knacktive builds marketing and communications campaigns for actual clients.

Knacktive faculty announced Friday that the student agency will work with Northwest’s Horace Mann Laboratory School this spring. Dr. Doug Dunham, Northwest provost; Dr. Joyce Piveral, dean of Northwest’s College of Education and Human Services; and Jill Baker, Horace Mann principal; took part in a signing ceremony as part of the announcement.

Dunham thanked Horace Mann administrators and faculty for providing Knacktive the opportunity to enhance the laboratory school’s marketing efforts. He also challenged the new Knacktive members to work together to help the community understand the important role Horace Mann plays in educating area children.

While the course incorporates principles, strategies and tactics of design, marketing and public relations, it is a melting pot of majors from the departments of Communication and Mass Media, English and Modern Languages, Fine and Performing Arts, Business, and Mathematics, Computer Science and Information Systems.

Knacktive members are divided into four teams with each consisting of a project manager, public relations director, media manager, strategic manager, art director, graphic designer, copywriter and interactive/digital director. The students work in a fast-paced setting to create practical solutions for the client and earn three hours of academic credit by successfully completing the course.

The inaugural Knacktive class in 2011 designed a comprehensive marketing campaign for Cincinnati-based LasikPlus Vision. The client ultimately chose one team’s approach of marketing its vision correction procedure to individuals in protective services, and the “Eyes Save Lives” campaign was spun off nationally within three months. Key elements of other two teams’ proposals were implemented in campaigns targeting the college market, among others.

Knacktive’s 2012 class rebranded Science City, a museum located inside Kansas City's Union Station, through research, promotional materials, social media, marketing plans and even smartphone applications. In spring 2013, Knacktive students helped regional auto dealership Tri State Ford remold its branding and marketing efforts by creating promotional materials, social media and marketing plans, mobile applications, website redesigns and logos.

Alumni of the program have gone on to obtain jobs at some of the region’s top advertising and marketing agencies, including Bozell in Omaha, Neb., and VML in Kansas City, Mo.

Business owners interested in learning more about working with Knacktive should contact the Northwest Foundation at 660.562.1248. To learn more about Knacktive, visit www.knacktive.com.


For more information, please contact:

Mark Hornickel, Media Relations Specialist
mhorn@nwmissouri.edu | 660.562.1704 | Fax: 660.562.1900

Northwest Missouri State University
215 Administration Building | 800 University Drive | Maryville, MO 64468