A few years ago, a group of Twin Cities advertising leaders realized they were missing an opportunity by not better marketing their industry to students with diverse backgrounds.
Their concerns led to the creation of
The BrandLab, a school outreach and scholarship program, which is expanding to a dozen metro-area classrooms this school year.
Twin Cities agencies routinely create campaigns for diverse populations around the world, says BrandLab executive director Jim Cousins. Yet if you look around at the makeup of the staffs creating them, they don't always match the target audience.
BrandLab was started by OLSON in 2007 and expanded to include other agencies the following year. Its goal is to create opportunities in the marketing industry for students with diverse cultural and socioeconomic backgrounds.
Since the pilot at South High School, the program has expanded to two, then six, and now twelve classrooms at schools in Minneapolis, St. Paul, and Bloomington.
"You can't really ask for a job in an industry that you don't know exists," says Cousins.
That's why the program starts with exposure, explaining to students what kind of careers exist in marketing. The hands-on curriculum is often integrated with an existing media arts or mass communication class. The most promising and energetic students then have a chance to apply for internships and scholarships, with two of each awarded per class.
Schools participating this year include South, North, and Patrick Henry high schools in Minneapolis, Arlington High School and Community of Peace Academy in St. Paul, Kennedy High School in Bloomington, and Minnesota Transitions Charter High School.
Source: Jim Cousins, BrandLab
Writer:
Dan Haugen