Business students win big at marketing and sales competition


November 29, 2022

When W. P. Carey School of Buisness seniors Cassie Bromley and Ludwig Saint Fleur entered the judging room at the State Farm Marketing and Sales Competition, it was 4 p.m., and the panel had already seen 11 presentations. Saint Fleur and Bromley pumped music over a speaker and got the judges out of their seats, clapping and dancing, before presenting a marketing campaign that leveraged State Farm’s associations with sports and Gen Z’s connection to gaming and social media.

The result of the fun and light-hearted presentation? A first-place win, a $5,000 check and the experience of a lifetime. Two ASU business students and an ASU faculty member smile and make a pitchfork symbol with their hands. (From left to right) Ludwig Saint Fleur, a senior marketing and business law major, Detra Montoya, a clinical professor of marketing at ASU's W. P. Carey School of Business, and Cassie Bromley, a senior marketing and sports business major, at the State Farm Marketing and Sales Competition. Photo courtesy W. P. Carey School of Business Download Full Image

“They knew they had to bring the energy, and they did,” said the team’s coach, Detra Montoya, clinical professor of marketing at the W. P. Carey School at Arizona State University. “Their idea was creative, and they delivered an exceptional presentation.”

Each year, State Farm invites 12 universities from across the country to participate in the competition at the University of Central Missouri. The competition held on Oct. 21 included two individual role-plays and a team presentation. For their presentation, Bromley and Saint Fleur developed an idea to target Gen Z customers, with a goal of creating brand awareness so customers would think of State Farm first when old enough to purchase insurance. 

Their presentation, called #ItsGameTime, allowed students from Southeastern Conference Football universities to win the ultimate tailgate party by playing a game on their phone and earning points for their school. Bromley and Saint Fleur featured pop-up events at each university to promote the tailgate and weekly clues about a major performer. The participants with the highest scores won the party, which included a performance by the musician Drake. The campaign drew heavily on the participants’ social media and gaming use. 

“We wanted something easy, something fast, but we also wanted something that created a network and connected the different students,” said Saint Fleur, a marketing and business law major. He explains that he and Bromley wanted the student participants, rather than marketing professionals, to promote State Farm’s product through connectivity and word of mouth.

“Gen Z is the most diverse and inclusive generation that modern marketers have ever had to engage,” Saint Fleur said. “The old days of market segmentation targeting different demographics are all getting bundled into just one, especially because people are so connected. You don't need to reach that many people anymore for the word to spread.”

The biggest highlights of the competition for Bromley, a marketing and sports business major, include connecting with the country’s top sales students and State Farm executives. “I was able to become confident when selling and learn to work under pressure," she said. "I had never participated in a sales competition before this semester, so I was able to learn so much about sales in the corporate world and develop my sales skills.” 

Both Bromley and Saint Fleur say Montoya’s coaching was instrumental to their win. For a month before the competition, she met twice weekly with the students, then daily for the week leading up to it. In addition, local State Farm representatives Don Hagberg and Kristine Dunn provided them with an overview of State Farm and its insurance products. 

Montoya says that previous competition participants have received internships and full-time positions as a result of networking. A big win, like that of Saint Fleur and Bromley, also reflects positively on W. P. Carey’s professional sales program, Department of Marketing and the five faculty coaches who travel with students throughout the year. Montoya has coached eight teams and said, “Coaching is a very rewarding experience, and it’s wonderful to see students like Cassie and Ludwig win big.”

Ellen Grady

Copy writer, W. P. Carey School of Business

ASU film grad wants to teach the art of critique


November 29, 2022

Editor’s note: This story is part of a series of profiles of notable fall 2022 graduates.

While the COVID-19 pandemic has been an unwanted source of stress and trauma for most people, it has spurred some to make positive changes. One such “silver lining” was the impetus it provided for Arizona State University online student Adam Khromachou to reevaluate what was important to him. Portrait of graduating ASU student Adam Khromachou, who has a beard and is wearing a backwards ballcap. Adam Khromachou is graduating from ASU this fall with a Bachelor of Arts in film and media studies and a 4.0 GPA. He is in the midst of applying to graduate school to further his career in film criticism. Download Full Image

At the time of the 2020 shutdown, Khromachou had been in Los Angeles for a couple of years, working sporadically as a background actor and production assistant. He took the opportunity of the film industry’s pause to return to school — and made good on his decision to “better” himself so he could mentor the next generation. This fall, Khromachou is graduating with a Bachelor of Arts in film and media studies and a 4.0 GPA. He is in the midst of applying to graduate school to further his career in film criticism.

Khromachou discovered his love of film analysis early in life — more on that later! — and recently has honed the skill by writing and narrating more than 1,500 “60-Second Film Reviews” on TikTok. He currently has upwards of 30,000 followers.

Khromachou further developed critical skills while working as a grader for beginning film studies classes at ASU, a position for which only top undergraduates are eligible. In that capacity, he helped evaluate student writing and moderated discussion boards for online classes. “Adam’s unique profile as a film and media studies student with his own TikTok film blog gives him a practical perspective that he’s been able to share with hundreds of students each semester,” said Associate Professor Kevin Sandler, who teaches in the ASU film and media studies program and who has worked with Khromachou on several independent studies projects.

“Adam’s smart-takes for his blog and his acute analysis in papers for my class convinced me that it would be a pleasure to mentor him in preparation for his graduate school applications,” said Sandler.

Khromachou’s academic advisors in the Department of English describe him as “super cool” and “doing awesome” in his studies. We chatted a bit more with the budding film critic to find out what why he chose ASU and what it has been like to start over.

Question: What was your “aha” moment, when you realized you wanted to study in your field?

Answer: It was actually in the middle of the pandemic shutdown. I had moved to LA in 2018 and worked in the film industry. I had a lot of time to reflect and made the important decision to pursue my true passion of writing about film, as well as teaching it on an academic level. I never completed my bachelor’s degree and attended a trade school in 2011, so this was my opportunity to achieve a major life goal and pursue my dreams.

My love of cinema began in 1989 at the age of 6. My mother took me to see Tim Burton's “Batman.” I was fascinated, terrified, tense, infatuated and thrilled all at the same time. I had never seen anything like it. “Batman” immediately became my favorite superhero and all I wanted to do at that point was watch movies, many of which were beyond my age of understanding. By the time I was 8, I was regularly flipping through the film section of the newspaper and reading trade (magazines) like Entertainment Weekly to learn as much as I could. When I was 9, my dad took me to the theater with him to see “A Few Good Men.” The movie poster featured images of military personnel, so I expected it to be an action-packed war film. I was surprised it was actually a courtroom drama. I did not understand much of what was happening, but I was fascinated by the way the characters communicated with each other. That was a big moment for me.

Walking to the video store was a regular thing during my childhood and I would always have to call my parents from the checkout desk to get their permission to rent films like “Terminator 2” and “Patriot Games.” I wanted to see it all. My parents divorced when I was 7, and cinema became an escape for me. Watching films at home with my mom or dad during the respective times I spent with them was a big bonding experience in the wake of their divorce. I was lucky to see classics like “The Godfather.” By the time I was 14, I was regularly writing reviews of everything I was watching and started practicing my film criticism skills.

Q: What’s something you learned while at ASU — in the classroom or otherwise — that surprised you, that changed your perspective?

A: I learned that it is never too late to do what you truly love and learn new things. I learned the importance of making connections with your professors and fellow students, but most importantly, I learned so much regarding my passion for film studies. I learned to look at films in an even newer light and was able to strengthen my skills in reflecting on film from a critical, analytical and academic perspective.

Q: Why did you choose ASU?

A: They offered an online program in film studies that allowed me to learn remotely, and after talking to an admissions advisor, the curriculum was exactly what I was looking for. I was intrigued by the courses offered as well as options for me to have assistance for an affordable tuition. I could not have chosen a better school to pursue my bachelor’s than ASU.

Q: Which professor taught you the most important lesson while at ASU?

A: (Associate Professor) Kevin Sandler. I first became familiar with him when he presented the online lectures for my FMS 200 Film History course. I was intrigued by the information he presented and how effective it was for my learning. It was like tuning into a TCM (Turner Classic Movies) documentary on cinema history every week. By my third semester at ASU, I noticed he was teaching a class on Francis Ford Coppola (a director whose work intrigues me) and I immediately jumped on the opportunity to take a course with him. We connected during a Zoom meeting and I expressed to him my passions for film studies, as well as my goals for the future in this field. What resulted is the best connection I could have made with any professor at ASU. He not only helped strengthen my skills and perspective on film, but he became an important mentor in my journey. I took two individualized instruction courses with him, one of which served the purpose of advising me as I wrote my graduate school admission essay. Above all, he taught me one of the most important education lessons that I hold to the highest regard ... no matter how much I've learned or how much I know about film, there is always more I can learn to become stronger in my knowledge. When I write a book or craft any project revolving around film studies, he will be thanked in the acknowledgments. I would recommend him as a professor to anyone.

Q: What’s the best piece of advice you’d give to those still in school?

A: Don't give up. Don't be afraid to ask questions. Don't ever feel like it is too late for you to pursue your passions in life. You'll face obstacles, you'll have tough moments and sometimes, you may feel overwhelmed. Trust your professors and always be willing to reach out to them for help. They are here to guide you and help you succeed. Use any and all resources available to you. Most importantly, always give your best effort.

Q: What was your favorite spot for power studying?

A: The library. It has become my haven for studying (as) an environment free of distractions.

Q: What are your plans after graduation?

A: I plan to attend graduate school and pursue a master’s and doctorate in the field of film studies. I plan to continue strengthening my social media presence as a content creator and plan to write a book about cinema. My career goals are to work as a programming director for a cinema or film museum, work as a freelance film critic and pursue opportunities to teach film studies on a college level.

Q: If someone gave you $40 million to solve one problem on our planet, what would you tackle?

A: Poverty and equality. These are issues that genuinely affect our world, and I want others to have the opportunity to live healthy, fruitful lives. Whether it be health care, education, nutrition or employment, I want to help build a better world for everyone, regardless of gender identity, ethnicity, sexual orientation or race. I want everyone to have the opportunity to be educated and well nourished, as well as be able to pursue their dreams. A film I recently watched presented a quote that really impacted me: "America exists on the foundation of freedom and equality for all, and if everyone is not free or equal, then freedom has failed."

Kristen LaRue-Sandler

Manager, marketing + communications, Department of English

480-965-7611