Six IC students learned that lesson in a marketing management course taught by Dr. John Drea ’80, where they tackled real-life marketing challenges.

In 2015, the College underwent a review of recruitment marketing effectiveness, which included discussing the challenges around gender-specific Lady Blues and Blueboys nicknames in athletic recruitment.

Drea approached the question of mascot support as a teaching moment for his class. Students Lindsey Birdsell ’16, Bridget Drea ’16, Calla Kaufmann ’15, Loni Nicole Manalia ’16, Amy McDermott ’15, and Rudy Pate ’15 conducted extensive research to explore alumni perceptions.

“They dealt with the complexities of real world projects...That becomes a significant part of the learning process for the students,” said Drea. “I end up with a different relationship when I work with students on projects like this – I become less of a professor and more of their manager, keeping them focused and motivated, and coaching through the problems that inevitably occur.”

The students contacted over 7,500 Illinois College alumni through direct mail or electronic surveys on alumni perceptions of the mascots. They analyzed 1,266 responses, met regularly to discuss the project and devised solutions to problems they were encountering. The results indicated that the majority of alumni who responded were satisfied with the Blueboys and Lady Blues nicknames. Students presented their findings to leadership in Illinois College’s offices of development and alumni relations, athletics and marketing. The College is continuing its ongoing effort in athletic recruitment and branding. A nickname change is not part of the current strategy.