A gameplan for connecting to new audiences: Getting help from a team of MBA allstars

Professional consultation was sought for developing a marketing strategy to diffuse the iWheat program among the masses. A team of six MBA graduate students (Kansas State University Marketing Department) were enlisted to use our iWheat program for their required 'capstone practicum' over the course of the spring semester in 2014. The team provided detailed market research on our project stakeholders and designed a customized strategy for social media and outreach efforts to maximize project participation. This consultation process demonstrated the importance of understanding new audiences and how to reach them in order to maximize project participation.