This article was modified April 2 to correct a misspelling.

After attending so many “cookie-cutter” conferences, Josh Riessen, senior in finance, decided there needed to be more innovation and application of hands-on learning.

The result was the creation of Iowa State’s Integrated Marketing Campaign Conference.

The conference is a two-day event that gives students the opportunity to work in cross-functional teams and network with a variety of professionals. The second annual student-run conference began Thursday when 90 professionally dressed students and 23 facilitators from across the Midwest registered at the Scheman Building.

Students were placed into one of four competing agencies to develop an integrated marketing campaign for the Iowa Credit Union League, a non-profit organization that is the main sponsor of the conference.

“This year, the campaign will target minorities, low-income Iowans and small businesses to encourage them to use credit unions as their primary financial institution,” said Wendy Wicks, public affairs coordinator for the Iowa Credit Union League.

The recent approval of a two-year pilot program focusing on the financial needs of underserved Iowans was the motivation for the Iowa Credit Union to get involved with the conference.

Wicks said the conference was a good way for the credit union to get the program started, as the next step for the company is to hire a community director of development.

Debbie Arringdale, a participant in last year’s conference and a recent ISU graduate, now has a job with The Integer Group — last year’s sponsor — from her contacts through the IMC conference. Integer participated in the conference again this year.

“Having worked one-on-one with Debbie at the conference, I was confident in what she did, so I gave her resume to the vice president of Integer,” said Joanna Schroeder, public relations facilitator for Integer.

Riessen said the conference allows students to gain experience outside of the classroom and allows for real-world interaction among different majors.

“Not only is this conference a good opportunity for the students, it allows for community growth in the Midwest,” he said.

Each of the four agencies will make their final presentation to a panel of judges at 2 p.m. Friday in the Scheman Building.

The conference is open to students interested in marketing, creative advertising, strategy/account service and public relations.