The 2015 Insights in Marketing Scholarship

June 26, 2015


Think about the last time you watched a television show or read a magazine. Did you see a commercial that made you cry? Did you read an ad that made you giggle? What marketing campaigns have you thought about long after you turned off the television or closed the magazine - and why do you think that is?

It's probably because you're most impacted by advertising campaigns that relate to you at a deep personal level - ads that nail your sense of humor, get in touch with your core values or reflect your personality.

Now let's flip the script. Do you sometimes forget campaigns as soon as they're out of sight - why does that happen? Sure, it may have just been a bad ad, but it also may be that this particular ad wasn't meant for you, and so it didn't have the details or storylines that resonated with you.

At Insights in Marketing we believe people are more than just their demographics, attitudes and behavioral traits.  We believe people have depth and dimension and that in order for marketers to truly build emotional and lasting connections with their target audiences they need to get below the surface and uncover this depth and dimension.  This is why for the past two decades we've been providing our clients with the most complete picture of their target audience(s) - the picture that includes what people can and can't tell you about who they are and why they do what they do. Now, we want to know what you think about how target audiences influence marketing campaigns.

Insights in Marketing is proud to announce that we're offering a $1,200 scholarship to one U.S. college student studying marketing, business, or communications. To win the scholarship, applicants should respond to the following prompt:

Describe a marketing or advertising campaign you admire. How would you completely describe the target audience for the campaign? How do you think this target audience informed the brand's choice of messaging?

Please answer in the form of a 600 word essay. Winners will be judged based on:

This scholarship is open to any college student or incoming freshman with a GPA of 2.5or higher on a 4.0 scale.

Submissions should be sent by December 31st, 2015 at midnight to as attachments.

The Fine Print

To apply for the scholarship, applicant must be a student currently enrolled at a 2-year or 4-year college or university in the United States.


Applicant must be a current college student, have a cumulative high school grade point average (GPA) of at least 2.5 on a 4-point scale, and have taken either the ACT or SAT test.


Freshmen, Sophomores, Juniors and Seniors

Description of Scholarship Funds

The selected winner will receive a one-time $1,200 educational scholarship to be applied to qualified expenses, including graduate and undergraduate tuition, fees, books and on-campus room and board for the 2015-2016 academic year. Funds are provided by Insights in Marketing. Payments issued by Insights in Marketing are made payable to the student's approved college or university and mailed by 2/2/2016 directly to the accredited college or university last designated by the student.

Selection and Announcement of Winners

Winners will be selected by the Insights in Marketing Team after the deadline of 12/31/2015 at midnight. Applicants are judged on quality and thoughtfulness of entries. The winners will be announced on or before 1/15/2016.

College/University Approval

The institution must be accredited and listed on the official website of the U.S. Department of Education. All school transfers are subject to accreditation approval.

Responsibilities of Recipients

The recipient must be actively enrolled full-time as a freshman, sophomore, junior, or senior for the 2015-2016 semester and for the entire academic year without interruption, barring illness, emergency or military service. It is the recipient's responsibility to verify receipt of funds with their designated institution and notify Insights in Marketing, should the award check not arrive on or about 30 days from the issue date. Insights in Marketing reserves the right to alter or discontinue this program at any time without notice.

Digital Rights Agreement

By submitting an entry to this competition, you agree that all essay and photo submissions will become the property of Insights in Marketing and may be used in marketing materials, reposted, or displayed online in whole or partial form without notification.

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