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When most people think of service learning, they think of clothing or food drives, says marketing professor Jack Schibrowsky. However, the true meaning of service learning, according to Schibrowsky, is students using their growing expertise to help others.

This spring, marketing students will put their skills to the test at the 2007 Case Competition of the American Marketing Association (AMA) in New Orleans. Students in local chapters are creating campaigns to revitalize tourism in the city, which was ravaged by Hurricane Katrina in August 2005.

A dozen members of the UNLV chapter, led by Schibrowsky as faculty advisor, began working on the project last fall, with each student expected to commit more than 120 hours outside of class to plan the campaign.

"I feel that this was a perfect campaign for us to do," says Shavonne Burks, vice president of advertising for the UNLV chapter of AMA and a member of the women's basketball team. "I think that this is a golden opportunity for our organization to help revitalize New Orleans, and possibly make a difference."

They will attend the conference in late March. The competition requires the team to research and analyze the current situation in New Orleans, and then create a situation analysis, communication plan, advertising, and slogans.

"It's a great service learning opportunity," says Schibrowsky. "The students can use their marketing skills to help a sister city in terms of tourism."

Funds from the College of Business' Rebel Ring Phonathon will support student travel, lodging, and conference fees. The Phonathon, an annual spring outreach where students telephone alumni to ask for their support of emerging needs, raised more than $14,000 for the college last year.

More info: Call Michael Richmond about the Rebel Ring Phonathon at 702-895-3641.