PSB Marketing Association and EDGE help start-up

The PSB Marketing Association partnered with EDGE Sheridan to bring the Creative Edge Marketing Challenge to Sheridan students for the second year. 

The challenge tasked students to apply their knowledge to solve a real-world marketing need for LIOHAN, an early-stage start-up that empowers busy parents to co-create quality time with their young children. The venture was founded by Crystal Wong Kruger.

As a first-year business student, the Creative Edge Marketing Competition gave me a chance to put my marketing skills and life experience to the test,

Sarah Rahim

LIOHAN’s goal was to attract new clients while remaining true and consistent with their brand image and messaging. The task given to the students focused on creating a plan for LIOHAN to utilize inbound marketing and social media to grow their audience organically and through word of mouth.  

The challenge received submissions from students who have a clear passion for marketing and were eager to help LIOHAN achieve its goals. Congratulations goes to the first place winner, Sarah Rahim, and the runner-up, Alveena Saleri, who both created unique, comprehensive solutions for the challenge. 

“As a first-year business student, the Creative Edge Marketing Competition gave me a chance to put my marketing skills and life experience to the test,” said Rahim. “Completing the case study and participating in the Q&A for a real company was a bit intimidating, but ultimately was a rewarding and unforgettable experience.”

It was a great experience to apply my current knowledge in a real-life start-up.

Alveena Saleri

Wong Kruger was impressed by the quality of the submissions. The work was also judged by Sylvia Kmiecik of LIOHAN, Sheridan professors Carol Bureau and Michelle Guile and the programs lead at EDGE, Besma Soltan. The PSB Marketing Association thanks all of the judges for their participation in the challenge. 

“It was an honour and privilege for our early-stage start-up to be the focus of this year’s competition,” said Wong Kruger. “We were encouraged by the number of students who found our marketing problem interesting enough to take the time from their busy studies to participate in this challenge. Congratulations to all the participants. The finalists presented many insightful ideas and we value getting their objective ‘fresh takes’ to validate what we’ve been thinking of doing in the future, while also providing us with additional marketing tactics we can try.”

“I value what LIOHAN stands for, especially within [the] digital world,” said Saleri. “I enjoyed proposing different solutions that would help LIOHAN’s client growth while remaining authentic to their brand image. Overall, it was a great experience to apply my current knowledge in a real-life start-up.”

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