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Marketing Students at Bentley In Drive To Promote Ford Fusion

March 9, 2006

Release generated by Bentley student Michael Tocci --Students enrolled in Bentley's MK 411: Marketing Project are about to learn firsthand just how competitive the real world of business is. Led by Professor Ian Cross, Bentley will face off against four other New England universities (University of New Hampshire, University of Southern Maine, University of Rhode Island and University of Massachusetts Amherst) to satisfy a common client - the New England Ford Dealers Association - with the winning school receiving $3,000. The Ford Fusion, launched in October 2005, has been selected as the focus of the competition.

Definite Solutions, the Bentley student-created marketing agency, will be responsible for defining a target market, implementing marketing tactics and developing an advertising campaign to introduce the Ford Fusion to the students of Bentley College. Working with a real operational budget of $5,000, Definite Solutions Marketing Agency must manage their money wisely. To assist each school, representatives from EdVenture Partners and JWT Advertising Agency will be available for consultation. Thus, each school has the opportunity to bring professional insight to their devised Integrated Marketing Communication (IMC) campaigns.

The Definite Solutions' team is in full gear with Research, Advertising and Strategy Development departments already established and set for action.

The first event in the team's campaign was held on Parents' weekend in February and introduced the Fusion to the Bentley community. Visiting parents interacted with the car, participated in focus groups and completed surveys which provided valuable demographic and psychographic information. In order to put together a successful campaign, the Definite Solutions Marketing Agency will need the input of as many people as possible.

Bentley students and faculty should prepare for a Ford Fusion blitz on campus. The next key event on campus has been slated for Open House on April 8, with more to come. As the campaign continues, the agency will keep the Bentley community up-to-date on all progress.

Definite Solutions is an innovative, all inclusive marketing agency consisting entirely of Bentley College students. Established in January of 2006, Definite Solutions offers a youthful perspective on today's business world, audiences and market opportunities. Our largest account is Ford, specializing in the Ford Fusion project.

Ford is one of the world's largest car companies with revenues in excess of $170 billion. In Fall 2005 Ford launched the Ford Fusion mid size sedan to compete with the top-selling mid-size sedans, ie the Toyota Camry, Honda Accord, Nissan Altima, Chevrolet Malibu and Hyundai Sonata. New England Ford Dealers represents the interests of Ford Dealers in MA, CT, RI, ME, NH, VT and will provide access to Ford cars and expertise in the region.

EdVenture Partners is a marketing agency that provides clients unique and credible access to the college market via customized curriculum based, peer-marketing solutions. They develop and manage innovative, education-based marketing programs utilizing students, while enrolled in a for-credit class, to create and implement marketing strategies for our clients. The program brings together educators, students and clients for mutual collaboration, partnership and benefit. Its goal is to provide the opportunity for students to apply academic theory to real-world problems, thereby leveraging student minds in addressing client goals and objectives. The primary focus is to provide a unique educational value to educators and students.

JWT is the world's oldest advertising agency. In JWT's own words, "We're big. Very big. And we're everywhere. We're a multidisciplinary global-communications powerhouse with more than 8,500 employees in 300-plus offices in 87 countries. We serve in excess of 1,2000 clients, and we handle more than a dozen of these accounts in 50-plus markets worldwide." Clients include Ford, Kraft, Unilever, Shell, Merrill Lynch, Pfizer, Cadbury, Smirnoff, Samsung, Rolex, HSBC, Estee Lauder and many more.

Contact: Michael Tocci

PR - Definite Solutions Marketing Agency



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

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