UHD Marilyn Davies College Named Finalist for Two 2024 AMA Crystal Awards
The University of Houston-Downtown Marilyn Davies College of Business (MDCOB) is thrilled to announce not one, but two nominations for the 2024 AMA Crystal Awards, showcasing our commitment to excellence in marketing innovation.
Our first nomination comes in the category of Event Promotion: Single Event for our
standout campaign, the "ASTROnomical Welcome" (MDCOB Astros Days). This initiative,
aimed at inspiring our students to excel in the classroom, was a collaborative effort
with the 2022 World Series Champions, the Houston Astros. Led by Marketing Specialist
Evangelina Vazquez under the supervision of Dr. Christine Poleski-Gaona and supported
by our dedicated team, including Victor Henson, Miguel Gomez, Diana Cervantes, Niurka
Guzman Guerra, and Ricardo Saint Surin Duran, the ASTROnomical Welcome captivated
audiences and garnered significant engagement. We share this recognition with the
MDCOB Deans Suite Staff, our student organizations, the UHD Reservations & Police
Departments for their contribution in the aid of development and coordination in the
success of this event.
Central to our success was our focus on fostering engagement and education. Orbit,
the mascot, made a special appearance on campus, students had the chance to take pictures
with the World Series trophy, and a sponsored event photobooth by UHD MBA provided
memorable moments. Free promotional Astros merchandise giveaways from the Astros Shuttle
Crew and an appearance from the Astros Shooting Stars dancers added to the excitement.
Building awareness was paramount, and we leveraged traditional and digital channels
to generate buzz. From campus posters to strategic social media campaigns, we ensured
maximum reach and impact. The highlight of our campaign was our Instagram Reel produced
by Diana Cervantes & Niurka Guzman Guerra, which garnered 17,172 views, reaching 4,748
non-followers, 1,502 likes, 378 shares, and 535 comments, reflecting strong engagement
and resonance with our audience.
Additionally, the ASTROnomical Welcome secured $50,000 worth of earned media coverage
in print and television. This widespread exposure reinforced our commitment to excellence
in marketing and highlighted our impact beyond digital channels in terms of increasing
our visibility in the community.
Our second nomination is in the category of Interactive, Multimedia & Video for our captivating commercial, "Welcome to UHD MDCOB." Spearheaded by Evangelina Vazquez and under the supervision of Dr. Christine Poleski-Gaona, this project showcased the talent and creativity of our team. Co-directed and produced by Craig Loper and Mitchell Loper, with the production and editing expertise of Gabriela Perez, Luz Castilla, and Kaii Brume, the commercial exemplifies our commitment to leveraging multimedia for impactful storytelling. A gratitude to all students and staff who were a part of this project by participating and volunteering to complete this video project. Main Cast included Kimberly Castillo, Alejandra Perez, Yemi Brown, Greg Ige, and Jordan Salinas. Extras consisting of students & staff included Maxine Todd, Dr. Dietrich Von Biedenfeld, Bryan Serrano, Ricardo Saint Surin Duran, Jakobi Aguilard, Ana Santana, Eduardo Gonzales, Jordan Salinas, Kaii Brume, Luis Jimenez, Mariah Frausto, Nayab Saleeem, Rhode G. Villareal, Richard Rodriguez, Suheyli Sanchez, Jorge Bautista, Eva Maxcy, Erica Bonilla, and Sarah Nguyen.
Building awareness and engagement were central to both campaigns, with the ASTROnomical Welcome generating impressive social media metrics and the commercial capturing the attention of our audience through compelling storytelling.
As we eagerly await the final results, we extend our gratitude to everyone who contributed
to the success of these initiatives. Together, we continue to push the boundaries
of marketing innovation and inspire excellence in our community.
The AMA Crystal Awards ceremony will take place on May 16, 2024, at 713 Music Hall, Houston, TX.