Alumna Uses 'Stroke of Marketing Genius' to Organize Events, Premieres for Major Feature Film
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| Wiersma (left) with Paul Brooks, of the Bobby Jones Film Foundation, and Brooks' wife, Diane, at the Atlanta movie premiere |
By Emily Hambidge
Journalism senior
It was not the typical challenge for department alumna Betsy Wiersma: create a strategic event marketing plan for 67 prescreening, charitable events and four movie premieres for the independent film, "Bobby Jones - Stroke of Genius." Oh, and do it in less than three months.
Wiersma was contacted by the Bobby Jones Film Foundation to organize the charitable events in honor of the movie's subject - professional golfer Bobby Jones, a noted philanthropist and standout in the 1920s. Eighty-nine days later, her efforts raised nearly $1 million, which was donated to programs involving children and golf in 71 cities in the United States and Scotland.
In between, from January-April 2004, Wiersma dealt with such details as creating a 30-page Web site for the foundation; 170,000 invitations;
30,000 VIP kits;
thousands of imprinted napkins, glasses and the collector's movie mugs; hundred of caps and t-shirts;
400 signed charity auction items;
and 150,000 customized DVDs with movie trailers and message from star Jim Caviezel.
"It was a huge undertaking but was worth the grassroots impact and great celebration of the Jones legacy," she said.
Wiersma specializes in creative events. She teaches people how to create "innovative, strategic, special events that can change the world." She has also written two books: "Exceptional Events: Concept to Completion" and "Creative Event Development Workbook."
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| Wiersma at the Scotland premiere of "Bobby Jones - Stroke of Genius" and producer Kim Dawson |
Wiersma has earned an international reputation for her creative thinking and "WOW concept." She describes WOW as what people remember about or take away from an event. She said a successful WOW has four elements: simple, strategic, surprising, and satisfying.
"My platform is R.O.I. - return on idea. I want big ideas to have exceptional results," Wiersma said. "This started at Purdue where I learned that it was OK to have big ideas."
In her time at Purdue, Wiersma started a group called Student Purchasing Inc. and the Golden Key International Honor Society chapter at Purdue. She was also a member of Alpha Phi, Mortar Board, The Debris staff and student government.
She said her education at Purdue gave her a great, skill-based communication background that provided her with the training she needed to start her own company.
She has worked with the International Special Event Society, International Festivals and Events Association, Public Relations Society of America, U.S. Navy, U.S. Air Force, U.S. Army, National Main Street and Club Manager's Association of America.
Wiersma, formerly of Wiersma Event Marketing and currently of Wiersma Experience Marketing, graduated from Purdue with a B.A. in Communication in 1983. She and her husband, Doug Lane, reside in Denver with their 2-year-old daughter. |
