NIU Today – 2024 Growth Hacking Challenge allows students to develop marketing strategy

In April, College of Business students were giving away great ideas at our Growth Hacking Challenge.

Hosted by our NIU Department of Marketing and De La Vega Innovation Lab, this event was open to undergraduate students of any major, and the challenge invited participants to unleash their creativity and develop an out-of-the-box marketing strategy for a surprise entrepreneur.

“Marketing is rarely done in a silo. We need to work together to create the best solutions for clients and customers,” said Director of Digital Programs Jaclyn Crawford. “Working with Becca Husar and the De La Vega Innovation Lab was a fantastic opportunity for a growth hacking challenge, as it’s all about finding low-resource, high-impact solutions.”

During the challenge, participants had the opportunity to craft unique marketing ideas to propel the business to new heights. Students passionate about digital marketing, sales and entrepreneurship were able to showcase their skills and make a tangible impact.

Special guest entrepreneur, Berk Arslan, of Call Berk Realty and Management LLC, brought a joyful and high-energy charisma to the event while maintaining high expectations for the students.

“My goal was in alignment with the objectives of the program: to figure out how to immediately access prospective clients, at the lowest cost possible, while engaging passionate learners who know more than I do,” Arslan said. He added that he was open to working with the students because his most trusted colleague and resource, Crawford, recommended the collaboration.

“She advocated for them, as she knew they would be able to come up with ideas she herself couldn’t. I have been in the industry 22 years, and they came up with ideas I never had. They were brilliant and talented students,” he said.

Beyond the students’ incredible ideas, Arslan was impressed that the students cared so much about his business and truly wanted to help him reach his goals.

“The students at NIU are so talented, so bright and so intelligent,” Arslan said. “What they have at NIU that is not available in many other schools, including my undergraduate alma mater, is the support system and structure to nurture and develop that into sellable skills in the marketplace. That support system includes the caring professors and resources like the De La Vega Innovation Lab that create places for them to shine. Students have to want to take advantage of these resources outside of class time. They only will if they care,” he said.

During the event, Crawford taught the students growth hacking and brainstorming techniques for crafting creative, low-resource ideas that can be implemented rapidly. Professional Sales Director, Jenny Redisi, taught students the SPIN (situation, problem, implication, need payoff) framework for crafting and delivering their marketing strategies to Berk.

“Our inaugural growth hacking challenge was valuable for students because they got to work with a real client who was looking for marketing solutions for his business,” Crawford said. “Berk was truly in charge of guiding the students and evaluating their results. The faculty was there to help, teach and answer questions, but ultimately, this gave real-world experience ideating and pitching to a business owner, as well as receiving constructive feedback to improve.”

“This will be the first of many growth hacking challenges in the college where undergraduate students can work with industry professionals from various leaders in crafting unique marketing strategies for the opportunity to win a scholarship toward a certificate,” said Husar, associate director of innovation and partner development.

Two students won the challenge, which awarded them each with a $500 scholarship toward one of our NIU marketing certificates for undergraduate students — our digital marketing and professional selling certificates.

Damien Maldonado, a junior in business administration, was one of the winners. He registered to participate in the growth hacking event after participating in the De La Vega Pitch competition and learning a lot of skills.

“Participating in the growth hacking event allowed me to collaborate with a great friend of mine,” said Madonado. “In doing so, we were able to test our skills and come up with a solution for Berk Realty and Management. We recommended that Berk start planting seeds by attending and tabling college graduations, specifically for his targeted audience. In addition, we also encouraged Bert to annually attend conferences and events of potential clients.”

Maldonado also noted that it was important for him to participate in creative college events because the experience he has gained has been invaluable.

“The ability to take on a real business and act as a consultant is [something] that most need to earn. We were able to generate ideas and then provide a vital marketing strategy by taking part in this event,” he said.

In the future, Arslan hopes other area organizations will trust NIU marketing students to brainstorm for their businesses.

“Whether a business hires a student or not, they get a chance to impact their industry for the good of the future,” he said. “Through avenues like the growth hack workshop, I get to play a role in that, too.”

For more information about NIU’s marketing certifications, go to go.niu.edu/niumktgcerts.