Install a specialty digital printing press that could produce high-quality wine labels in batches of less than 10,000. Recruit young professionals to join the Penn Yan Rotary Club. Design a new brand strategy for a food service supply company with 75 years of local history. Introduce a video game for individuals with autism through a kickoff event where the crowd will source (fund) the project. Market Hunt Country Vineyard wines to prospective new customers. Promote a study-abroad program to campus students with a video.
These are just some of the recommendations that students in a Keuka College graduate program presented Feb. 20 and 21 to local merchants and business leaders as part of Dr. Yang Zhao’s Marketing for Managers class.
The students met with leaders of local companies or non-profit organizations to assess the needs of the respective businesses, then worked in small teams to develop marketing plans to address the primary issues. Each team conducted research, interviews, surveys, and financial analysis to develop recommendations for their clients. The students then created a formal marketing plans showcased them in Powerpoint presentations during the final week of the eight-week course.
The eight-week course is part of a one-year program where students earn a Master of Science degree in management with a focus on international business (MSMIB). The MSMIB is similar to an MBA, but with more practical application. Enrollment features a mix of American, Vietnamese, Chinese, and Lebanese students, as well as one from Lesotho.
According to Fredric Tassone of Syracuse, whose team prepared a plan to help the Penn Yan Rotary Club recruit six new young professionals each year, conducting surveys was the hardest part. However, after analyzing the data the research uncovered, the team recommended the club target new members in the 23-35 age range, one of three market segments they identified, and of the three, the one most likely to have the time and interest to join.
“We gave them the most feasible option, since they don’t have a lot of money to advertise, and with their networking focus, that’s probably the best way to build up the club,” Tassone said. (more…)
The win-win partnership between Keuka’s Division of Business and Management and Fox Run Vineyards is so beneficial to both that it just might call for a toast.
For the second straight year, Fox Run has supplied students in Keuka’s Business Entrepreneurship class, with four vintages of wine to market as souvenirs in a microbusiness operation that runs from concept and sales strategy, to inventory management and accounting, to delivery of goods. The off-site sales add to the winery’s revenues while providing students a unique opportunity to learn the ins and outs of operating a small business.
The course and the winery partnerships, which have included Hunt Country Vineyards in Branchport and Keuka Springs in Penn Yan, have coincided hand-in-hand since 1991. Currently taught by Neil Siebenhar, chair of the division and retiring associate professor of business, the class is offered in the spring of each year. The specialty-label wines are marketed as “bottled memories” to the graduating class, their parents, alumni, staff, and faculty of the College. (more…)
She may be just 19, but sophomore Mackenzie Green already has her eye on a career in the wine industry.
The Rushville resident spent January conducting a Field Period internship with the New York Wine & Grape Foundation, a non-profit agency that advocates for New York grape growers, wine-makers, and wineries of all sizes. The foundation offices are housed in the New York Wine & Culinary Center in Canandaigua, and its “Uncork New York!” motto is becoming familiar to wine-lovers statewide.
“I know a lot about wine production and grape-growing because of my degree in viticulture and wine technology from Finger Lakes Community College (FLCC), so it’s interesting to see the other side of it, how to actually market the wine and reach out to customers,” said Green, who transferred to Keuka to pursue a bachelor’s degree in marketing.
To that end, Green worked primarily with foundation staffers on a new campaign, “New York Drinks New York,” promoting Finger Lakes wines to New York City restaurant owners and sommeliers, the credentialed wine experts at restaurants or winery tasting rooms who manage the wine inventory and recommend food and wine pairings. (more…)
Keuka College is located in the heart of Finger Lakes wine country so it should come as no surprise that an enterprising member of the College staff came up with a novel way to extend the lives of empty wine bottles.
And when she involved her co-workers in the project, a newly established scholarship received a boost.
Communications Specialist Rachel Dewey turns the bottles, which once contained red or white wine, into decorative holiday lamps that contain white or multi-colored lights.
“When I first made some samples about a year ago, and displayed them in our front office, we got a lot of compliments on them, so I’ve been trying to think of how we could leverage that interest,” said Dewey.
Executive Director of Communications Doug Lippincott suggested the lamps be sold, with proceeds going to the Fred L. Hoyle Endowed Scholarship. Hoyle, associate vice president for admissions, died in October.
“We all miss Fred; he was not just a colleague but a friend,” said Lippincott. “I am certain that he would be delighted to learn that we turned Rachel’s creativity into a project that will help future students realize their dreams of earning a Keuka degree.”
“Fred was into wines and gourmet foods and all the culinary arts,” said Dewey, “so I believe a wine bottle lamp is quite fitting.”
The Office of Communications got word to the College community about the wine lamp sale in early December and recently turned over $565 to the development office for the Hoyle Scholarship.
“We were heartened by the response of the College community to this fund-raiser,” said Lippincott. “It’s a tribute to Fred and the many lives he touched at the College.”
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