In the highly competitive realm of collegiate media competitions, standing out requires skill, creativity, resilience, and teamwork. Dana Jones and Skylar Workman—two advertising students from Ball State University—recently exemplified these qualities when they participated in the 2024 Media Case Competition.
This prestigious national competition, sponsored by Washington Media Scholars, challenges students to develop and present comprehensive media strategies for hypothetical clients—testing the students’ abilities to apply theoretical knowledge to practical scenarios. The mission is to provide students with a practical, hands-on experience that bridges the gap between academic knowledge and real-world media planning and strategy.
“The process was exhausting but incredibly rewarding,” Ms. Jones said. “We had to push our boundaries and think outside the box.”
“Working on this project helped me realize the importance of collaboration. We each brought different strengths to the table, and our combined efforts made our strategy strong,” Ms. Workman added.
The Challenge
The Media Case Competition, which took place in Washington, D.C., attracted teams from universities across the country, but only six teams made it to the final round. In the hypothetical case for the competition, students worked for fictitious clients who were either opposed to or in favor of sports betting. The scenario was set in a fictional state called Desert State, where an anti-sports betting bill was being proposed. Teams were required to choose a side—either supporting or opposing the bill—and develop a media strategy through various advertising channels, such as television and online ads, targeting a specific audience tailored to their position on sports betting.
While not required as part of Associate Professor Dr. Sungwon Chung’s advertising and public relations course, he encouraged students to explore the competition.
“The Washington Media Scholars’ Media Case Competition enables students to transform theoretical knowledge into practical solutions by crafting strategic communication plans with effective channel selections tailored to specific target audiences in sophisticated case scenarios over six months,” said Dr. Chung, associate professor and associate director of the School of Journalism and Strategic Communication within Ball State’s College of Communication, Information and Media.
“This competition demands effective collaboration, creativity, and data-driven analytical skills. We are so proud of how Dana Jones and Skylar Workman showcased their competitive edge by advancing as finalists,” Dr. Chung added.
Ms. Jones, a senior expected to graduate in December 2024, and Ms. Workman, ’24, love K-pop (Korean pop music) and chose their team’s name similar to a favorite group, APink. Their name, BePINK!, reflected their musical interest, their shared favorite color, and their general exuberance, with the B being a nod to Ball State.
Lessons Learned
Team BePINK! spent countless hours researching the client, brainstorming creative solutions, and fine-tuning their presentation. They had to balance this demanding schedule with their academic responsibilities and, for Ms. Workman, the transition from student to graduate.
Although they didn’t place in the final level of the competition, the team found the experience invaluable. Competing at such a high level provided them with insights and skills that can benefit them in their future careers. They had the opportunity to network with industry professionals, receive valuable feedback from judges, and observe how other teams approached the same challenge.
“It was a great learning opportunity. We saw firsthand what it takes to stand out in this field. The feedback from the judges was constructive and definitely helped us,” Ms. Workman said.
Seeing More Career Paths
One of the most surprising benefits of participating in this competition was what the students gained from the trip itself.
“Being in Washington, D.C., and networking really built up my confidence,” Ms. Jones said. “It showed me that I am talented and have skills to offer. Still, we kept having to pinch ourselves with all the places we got to visit—TV stations, The Washington Post, Fox News, Google. It was such a fantastic experience.”
Already navigating the post-graduation landscape, Ms. Workman feels more prepared for the challenges ahead.
“It opened up more career paths. Throughout my college experience, I thought I could either work at an ad agency or a business on its advertising team. Those were the two options in my head,” she said. “But this trip showed me that there are so many more things that you can do. Specifically, there are a lot of political jobs. And I’m interested in politics. So now, I am thinking I can use what I’ve learned and put that toward a political job. It highlighted how many more career paths I could potentially follow. It’s really exciting!”
