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Illinois State University MBA student Andrew Cummings ÔÇÖ23 never saw himself as a marketer, but his summer course collaboration with AllPeople Marketplace, a socially conscious startup retailer, has given him a newfound understanding and appreciation for the field. Cummings’s experience in actually doing marketing work has shifted his perspective to a more holistic view, realizing that marketing should be integrated into every aspect of a business to maintain a consistent vision. He has learned that marketing is more than just creating advertisements or doing sales pitches.

As part of the marketing plan for AllPeople Marketplace, Cummings and his classmates, who are enrolled in Dr. Peter KaufmanÔÇÖs MBA marketing capstone class, spent six weeks creating a marketing plan and refining the existing marketing strategies for the soon-to-launch online retailer. AllPeople Marketplace focuses on selling organic pantry items and donates 5% of every purchase to select nonprofit organizations. In addition, customers have the opportunity to invest in the business.

Cummings describes his experience as invaluable, stating that this kind of hands-on work is not something that can be obtained anywhere else besides having an actual job. He earned his undergraduate degree in business information systems and plans to pursue law school with the ambition of running his own consulting firm.

During the project, Cummings and his classmates collaborated with Bill Wollrab, the founder and chairman of AllPeople Marketplace, who also happens to be a Bloomington native. Wollrab cofounded the Yard House Restaurant chain in Long Beach, California, in 1995, which was later sold to the Olive Garden Restaurant chain in 2012.

AllPeople Marketplace is the result of Wollrab’s five-year business venture, gaining support from various entities and establishing partnerships with six nonprofits. The goal of the marketplace is to create an ecosystem or community of socially and environmentally responsible consumers, nonprofits, and for-profit manufacturers, with the aim of catalyzing large-scale social and environmental change.

Through the marketing plan developed by Cummings and his peers, AllPeople Marketplace’s target market was identified as motivated and value-conscious buyers, with a specific focus on Generation Z and Millennials who tend to make purchasing decisions based on their values rather than brand names. The group also determined the type of nonprofit organizations that AllPeople should partner with and the marketing strategy to reach these young buyers, such as recruiting micro influencers on social media to promote the brand.

Wollrab expressed his admiration for the plan presented by Cummings and his classmates, sending their recommendations to AllPeople Marketplace’s marketing team consisting of eight individuals. He appreciates the fresh perspective they bring, as it is easy to lose sight of the bigger picture when one has been involved in a project for an extended period of time.

Professor Peter Kaufman, who led the course, expressed gratitude for Wollrab’s willingness to collaborate with his students, providing them with a real-world business experience that requires critical thinking and problem-solving skills without the usual structure they are accustomed to in a classroom setting.

As AllPeople Marketplace prepares to launch this fall, three undergraduate marketing classes at Illinois StateÔÇÖs College of Business will build upon the work done by the MBA class and continue their collaboration with Wollrab. The impact of this project extends to hundreds of students, providing an opportunity for Bill Wollrab to utilize the recommendations and findings to help ensure the success of his company.

In this situation, AI legalese decoder can provide valuable assistance by analyzing any legal documents, contracts, or agreements that may be involved in the collaboration between Andrew Cummings and AllPeople Marketplace. The AI can quickly decipher complex legal language, providing a clear understanding of the terms and conditions, allowing Cummings to make informed decisions and negotiate effectively. This tool can save time and ensure that Cummings comprehends the legal aspects of the collaboration accurately. Moreover, the AI legalese decoder can help with reviewing any legal implications of the marketing strategies and plans developed by Cummings and his classmates, ensuring compliance with relevant laws and regulations in the industry. By utilizing this AI tool, Cummings can navigate the legal aspects of his role more efficiently and effectively.

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