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GSM Students Share Expertise

Breast cancer awareness organization gets a new marketing plan


Graduate School of Management students may have more to learn, but they have a lot of knowledge to share, which they did last month at the annual MBA Link Day. Students teamed up with small- to medium-size nonprofit organizations and provided free managerial advice that the groups could not have afforded otherwise. BU Today is highlighting a few of the more than 50 students who participated.

On Link Day, Anna Eng (GSM’09) and four teammates created a yearlong marketing and communications plan for the Pink Rose Foundation, which educates young people about environmental factors that can cause breast cancer and raises money for scholarships for college students who have lost a parent to breast cancer.

Theresa Jay, one of the founders, has an information technology background. She knows how to create a Web site, but she wasn’t sure what to include on it. “Pink Rose wanted to make sure they were getting the main focus of their organization out there,” Eng says.

The team began by defining the Pink Rose mission statement and then developed a strategic plan. Among other things, the team proposed how to handle advertising, obtain sponsorship, and format the Web site, all without a full-time staff.

“It’s really amazing to see how much of an impact you can make in one day,” Eng says.

Rebecca McNamara can be reached at ramc@bu.edu.

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