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Edgefield County Theatre Company to benefit from CreateAthon@USC

Posted: August 14, 2013 - 11:06am

COLUMBIA— The Edgefield County Theatre Company is among six nonprofits chosen to receive pro bono advertising and marketing communications work.

The others to receive free creative services from University of South Carolina students and other partners include: Federation of Families of SC, Harvest Hope Food Bank, Sexual Trauma Services of the Midlands, Sistercare Inc. and Tutor Eau Claire.

As part of an event called CreateAthon@USC, students will recruit their peers in advertising, public relations, design, photography and video to develop the nonprofits’ communications. They will be assisted by faculty and staff and members of the advertising and public relations community.

“CreateAthon is an amazing opportunity for students to gain real-world experience in developing marketing communication strategies and powerful creative work – and working under pressure,” USC associate professor Karen Mallia said in a news release. “They will share their growing professional talents doing much needed community service. At the same time, nonprofits experience the benefits of effective marketing as a tool to help support their missions and the work they do in our community.”

Riggs Partners began CreateAthon in 1997 to offer free services to nonprofits. The program’s national launch was in 2002, and has since involved at least 80 agencies, universities, professional organizations and corporate marketing departments.

USC is the fourth university in the country to integrate the CreateAthon marathon model into undergraduate curriculum. The Virginia Commonwealth University developed it in 2008, followed by University of Tennessee at Chattanooga and James Madison University. Journalist and Mass Communications department students will hold the 24-hour pro bono marketing event Oct. 25-26.

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