UNF marketing class teams up with VyStar Credit Union for new co-branded Visa® Orlando Magic debit and credit cards

University of North Florida students recently collaborated with VyStar Credit Union to develop marketing plans for the VyStar Orlando Magic co-branded debit and Visa® credit cards that were recently launched.

Students in the UNF Honors in Marketing course gained important experience by shadowing the VyStar marketing department in the spring, meeting with members of the Orlando Magic and immersing themselves in developing a comprehensive marketing campaign.

"In our collaboration with three of the University of North Florida's brightest students, we've seen firsthand the incredible value that hands-on, real-world experience brings to both students and our business," said VyStar Senior Vice President of Marketing Strategy and Member Engagement Jonathan Hanson. "The creativity and insight provided by these students have not only enriched our launch strategy, it has also contributed to building a robust pipeline of future marketing leaders."

Due in part to this partnership, the VyStar Orlando Magic co-branded debit card recently surpassed 1,000 cards issued. The Visa® credit card successfully launched in August.

"UNF is working to make experiential learning opportunities like this available for every one of our students," said UNF President Moez Limayem. "Working with leading partner businesses like VyStar to develop and solve real-world projects is incredibly valuable for both our students and the companies."

The Honors in Marketing class for students with over a 3.5 GPA is taught by Dr. Andrew Thoeni, marketing associate instructor in the Coggin College of Business. Small groups of students work directly with local companies to research, collect data, design product features and benefits, and create promotional plans and designs for product launches. The students then present recommendations to leading business professionals on the UNF Marketing Advisory Counciland receive feedback.

Students Haley Dulebohn, Cameron Myers and Jason Isom worked on the VyStar project.

"The VyStar case project allowed me to put all the education from my UNF business classes into practice," said Dulebohn.

She especially enjoyed learning from the VyStar team.

"Having the opportunity to engage with members of the marketing team and be immersed in understanding the company's operations and the individual paths of each professional was very meaningful."

UNF alum at VyStar gives back

Monica Mineo, a marketing specialist on VyStar's Product Marketing team who worked with the students on the case project, was a student in the first UNF Honors in Marketing course in 2020.

"I credit a lot of my ability to land a job quickly after college and my early career success to what I learned in the Honors in Marketing class," said Mineo. "We learned so many important business skills that are not taught in traditional business classes, such as resume building, networking, etiquette and negotiating."

Mineo is a Jacksonville native who grew up in the East Arlington area and went to Bishop Kenny High School. She received a Bachelor of Business Administration with a major in marketing and minor in digital marketing and analytics from UNF in summer 2023.

This is Mineo's second opportunity to mentor the honors in marketing class. She also mentored a group of students during an Honors in Marketing case project while she was working at a different credit union before being hired at VyStar in July 2023.

"I love working with the students on these case projects and hearing their new perspectives," said Mineo. "Getting to mentor students really makes the impact of my marketing degree come full circle."

Past Honors in Marketing case projects include social media analysis, process design and competitive analysis for companies including Fanatics, HC Brands, VENUS Fashion, Gallagher and others. In one particularly successful case project, students performed data analysis for Crowley on nearshoring manufacturing opportunities and their work was included in recommendations to the US Department of Transportation and the US Senate.

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