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FLEXO Magazine : June 2008
FTA TODAY The team from Dunwoody earned the top prize at the College Phoenix Challenge. Flanked by FTA's Joe Tuccitto (far left) and Phoenix Challenge Foundation Chairman Bettylyn Krafft (far right) are Tomas Herold (instructor) Aaron Fraher, Brendan Larson, Steven Miller, Brian Taubert, Paul Visscher, and Shawn Oetjen (instructor). Scoring An 11 Dunwoody Wins Inaugural Phoenix Challenge College Competition A year's work culminated into eight 20-minute presenta- tions at the Inaugural Phoenix Challenge College com- petition. At FFTA Forum 2007 in Montréal, QC, Canada, a simple concept was unveiled: Devise a packaging solution for a new healthy energy drink that will allow it to compete with exist- ing brands. The final projects were unveiled before five judges on Saturday, April 26, the day before FFTA Forum 2008. Competing were students from: · Appalachian State University (Boone, NC) · California Polytechnic State University (San Luis Obispo, CA) · Central Piedmont Community College (Charlotte, NC) · Dunwoody College of Technology (Minneapolis, MN) · Pennsylvania College of Technology (Williamsport, PA) · Ryerson University (Toronto, ON, Canada) · University of Central Missouri (Warrensburg, MO) · University of Wisconsin - Stout (Menomonie, WI) During FFTA's Awards Banquet on Sunday, April 27, four schools were revealed as winners of five trophies. The grand prize for Overall Excellence went to the team from Dunwoody College of Technology: Brian Taubert, Aaron Fraher, Paul Visscher, Steven Miller, and Brendan Larson. California Polytechnic State University (Cal Poly) earned the Excellence in Graphics Award, while University of Central Missouri received the prize for Excellence in Execution. Students from - Appalachian State University walked away with two trophies, one of Excellence in Research and another for Excellence in Concept. Bettylyn Krafft, chairman of the Phoenix Challenge Foundation, commented, "My sincerest congratulations to all the students and to their persistent instructors for their amazing work this year. Their presentations were all wonderful and it was great to see such a high level of professionalism. I know that our industry is going to be in the great hands of our future workforce. They can all be very proud. I am already looking forward to seeing many of the students back next year. It looks like we will have at least 60 students in 2009." TIPPING THE SCALES On a scale of one to 10, this product is an 11. At least, that was the gimmick behind the brand name for Dunwoody's fictional energy drink. The students arrived at the name, and many other of the components such as colors through market research, com- petitor analysis, original surveys of more than 800 people and focus groups. These surveys were conducted on the streets of Minneapolis, on the college campus, as well as via e-mail to reach a broader and larger audience. According to Taubert, extensive research into the competition was critical. Fraher explained, "We compared colors and messages that each major brand used." His team went with a mellow theme, which they claimed tied in well with the concept of a healthier drink, and added the Natural Rush slogan. JUNE 2008 www.flexography.org FLEXO