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Bentley Takes First Place at FutureM College Face-Off: Social Media for Social Good


Bentley Takes First Place at FutureM College Face-Off: Social Media for Social Good

A team of Bentley University students took first place at the College Face-Off: Social Media for Social Good, a Boston-based intercollegiate challenge aimed at developing marketing strategies for non-profit organizations. The competition was held recently at the Microsoft New England Research & Development Center in Cambridge as part of FutureM, a week of events and discussions about the future of marketing.  Bentley, Emerson College and Harvard University were the three finalists. Other participating schools included Boston College, Boston University, Tufts University and UMass Boston.

Two official Bentley teams competed, while a third intercollegiate team included students from Bentley, Boston College and Boston University. The winning Bentley team included seniors Sarah Antocci, Spencer Bramson, Paul Foote and Katie Shill. The group worked with Massachusetts Easter Seals, a nonprofit, community-based organization that educates and advocates for both children and adults with disabilities. The second Bentley team, which worked with the Life is Good Kids Foundation, included seniors Steven Harvey and Prarthana Nandwani; and juniors Ryan Ghods, Matt Somma and Jessica Wanczyk. The third intercollegiate team of students from multiple schools included Bentley junior Elizabeth Sisson.

Each team of students was assigned a specific non-profit to assist. They researched the organizations’ challenges and developed an overarching integrated strategy appropriate for the organization’s culture and needs.

“At the event, they (Easter Seals) came to us with a goal for a cost-effective way to utilize social media to both gain awareness and help increase involvement with donors and volunteers,” Bentley senior Katie Shill said..

Her team developed a strategy that used Facebook as the main platform. The interactive Facebook page allows users to register to volunteer, donate money, and learn more about the organization. They designed an infographic for education purposes, and used remaining space for fan interaction such as polls, sign-up forms, and donation websites.

All teams presented their final strategy to a panel of judges consisting of area marketing professionals, with three finalists determined based on the creativity, plausibility, and effectiveness of their strategy. Judges included:

·         Eric Andersen, senior I/T architect and consultant, IBM Global Services

·         Michael Bourne, senior vice president and group director, Mullen

·         Stacey Howe, head of digital marketing, New Balance

·         Mike Lewis, vice president of marketing, Awareness

·         Donna Tocci, vice president of social marketing, Digitas

In the spirit of social good, the grand prize-winning team received a cash prize donation to their partner non-profit. 

“The best part was the end result,” Shill recalls. “In addition to gaining a new Facebook page, Easter Seals was presented with a $500 prize.”

BENTLEY UNIVERSITY is one of the nation’s leading business schools, dedicated to preparing a new kind of business leader – one with the deep technical skills, broad global perspective, and high ethical standards required to make a difference in an ever-changing world. Our rich, diverse arts and sciences program, combined with an advanced business curriculum, prepares informed professionals who make an impact in their chosen fields. Located on a classic New England campus minutes from Boston, Bentley is a dynamic community of leaders, scholars and creative thinkers. The Graduate School emphasizes the impact of technology on business practice, in offerings that include MBA and Master of Science programs, PhD programs in accountancy and in business, and customized executive education programs. The university enrolls approximately 4,100 full-time undergraduate, 140 adult part-time undergraduate, 1,430 graduate, and 43 doctoral students. Bentley is accredited by the New England Association of Schools and Colleges; AACSB International – The Association to Advance Collegiate Schools of Business; and the European Quality Improvement System, which benchmarks quality in management and business education. For more information, please visit


by Bentley University November 11, 2014

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