Lugano Diamonds & Jewelry Inc. is buffing up its image.
The Newport Beach-based high-end jeweler has stepped up its marketing efforts, sponsoring several events during the 2013 Hampton Classic horse show last month in Bridgehampton, N.Y.
The company also hosted a VIP Lounge at the Grand Prix tent, where it showcased several equestrian-inspired pieces of jewelry.
“Our family has longstanding ties to the equestrian world,” Moti Ferder, the company’s president and design director, said in a news release. “We look forward to becoming a fixture at the Hampton Classic and supporting the event and the equestrian world for many years to come.”
The company’s local efforts include launching a jewelry salon at Montage Laguna Beach and sponsorship of the Newport Beach-based Beckstrand Cancer Association’s Diamond and Pearl Ball, which took place on Oct. 5 at the Ritz-Carlton hotel in Laguna Niguel.
Lugano Diamonds’ agency of record is Morgan Marketing & Public Relations LLC in Irvine.
Students as Mentors
Irvine-based Brandman University is getting marketing tips from its own MBA students.
The private nonprofit institution, which caters to working adults, asked its marketing management class—MKTU 605—to build a marketing plan to launch two courses for its School of Extended Education.
MBA candidates took on the challenge as Dot Extended Communications LLC, an agency they formed for the project.
“This course is crucial for building our skills, but more than that, it’s about using the concepts in real-world situations,” said Caroline Gottschling, one of the MBA candidates who worked on the project and also works at Brandman as a marketing specialist. “This project has been a great learning experience and has given our team a true understanding of what it’s like to start from scratch, develop a full plan and pitch the client.”
The students developed tactics for local outreach, using Orange County as a focus area to “understand demand, build a strong presence and increase awareness.” They applied that knowledge to build a national marketing plan.
“We were pleased with the pitch, as it gave our team a brand new perspective on our department,” Nancy Salzman, dean of the School of Extended Education, said in a news release.
Student recommendations will be implemented as early as the next school year.
PS4 in Taco Bell’s Lunch Box
Taco Bell Corp. in Irvine has partnered with San Mateo-based Sony Computer Entertainment America LLC for a new six-week “Play the Future First” promotion.
Fans will have the chance to own a PlayStation 4 three days before it’s released Nov. 15.
Participants will have to text in a code found on Taco Bell’s $5 Buck Box or Big Box to win the prize pack, which also includes the PS4 game, Knack, and a one-year membership to PlayStation Plus, an online access to PS games.
Sony and Taco Bell also collaborated last year for the launch of the PlayStation Vita portable gaming system.
Bits and Pieces
Recently filled marketing positions in Orange County included:
• A change in leadership at LehmanMillet, a marketing agency that represents clients such as Bausch + Lomb Inc. and Toshiba America Medical Systems. It was spurred by the upcoming retirement of its cofounder, Bruce Lehman. Carolyn Morgan, former executive vice president and managing director of the Santa Ana-based agency, will also be in charge of its Boston operations as the newly appointed president. Deborah Lotterman will take over as the chief creative officer for both offices after serving as executive vice president of account management and planning for the East Coast location for the past two years.
• Irvine-based Kawasaki Motors Corp. U.S.A. is growing its marketing team to “allow for greater cross-product category representation,” according to Marketing Director Chris Brull, who hired Sian Goad as brand strategy manager, Katrina Fraze as brand communications manager, and Kevin Allen as public relations and experiential brand manager.
