by Shiva Rahimi
Staff Writer
Driven to Excellence Incorporation, a marketing class sponsored by General Motors Corporation and Crestview Cadillac of West Covina, presented their marketing and advertising ideas for the Catera Cadillac last Thursday, April 16.
The class consists of 12 students and is instructed by Dr. Janis Dietz, associate professor of business administration.
Each intern was responsible for increasing awareness of Crestview Cadillac and the Catera Cadillac.
Class members were split up into six different areas: Advertising, Public Relations, Research, Budget, Promotion Development and Implementation, Reports Coordinator, and Client Presentation and Coordinator.
The interns researched the Catera to find out the target area, age and income of the vehicle.
Junior Jesus Borges participant, said information was found through the surveys completed distributed throughout local cities.
The students used this information to advertise the Catera while staying within the course’s budget.
“Celebrate Catera…the fiesta that Zigs!” is an event the students concocted to satisfy all aspects of the project-to have fun and inform about the automobile and the dealership.
This event will be at the Community Marketplace and Fiesta in Old Town La Verne on Saturday, May 2, from 9 a.m. to 4 p.m. This is the fourth year that this community and family oriented event will take place.
Games for both children and adults, prizes, piñatas, and the Catera will be featured at the event.
Junior Manuel Villegas, Promotions Department participant, said, “Participants will be more active at this community event than at a larger event.”
The class gives students hands-on experience in their field of interest.
“I don’t want to say it took a lot out of us, but it put a lot into us. It will benefit us as a whole when we get to the real world,” said senior Tammy Byrd.
Scott Allen, general manager of Crestview Cadillac in West Covina, has been sponsoring University of La Verne in this program for two years.
He has given the internship class $2,500 to cover the costs of campaigning the event. Allen said he chose to work with the University because he likes the students and staff, and because “ULV is right in the middle of where the customers come from.”
