Learn how students from the University of Cincinnati crafted tailored digital marketing campaigns for local small businesses, showcasing practical strategies and impactful results.

Introduction

In the dynamic world of digital marketing, hands-on experience is invaluable. The University of Cincinnati’s Carl H. Lindner College of Business recognized this need by integrating real-world projects into their curriculum. Through the Digital Marketing Tools (MKTG 4027) course, students embarked on developing comprehensive digital marketing strategies for local small businesses. This initiative not only provided students with practical skills but also delivered tangible benefits to the community’s enterprises.

Program Overview

Real-World Application

Under the guidance of Emma Neybert, a marketing PhD candidate, students in the Digital Marketing Tools course were tasked with creating digital marketing campaigns tailored to the unique needs of local small businesses. This project was designed to bridge the gap between academic theory and real-world application, ensuring that students graduate with a robust portfolio and certifications that enhance their employability.

Project Components

Students formed fictional marketing agencies and developed their campaigns by addressing several key components:

• Agency Introduction: Defining team members and the agency’s philosophy.
• Industry Background: Analyzing the profiled company’s industry landscape.
• Business Snapshot: Conducting a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis.
• Competitor Review: Evaluating three competitors and creating a positioning map.
• Buyer Personas: Developing detailed profiles of ideal consumers.
• SMART Goals: Setting Specific, Measurable, Achievable, Relevant, Time-bound objectives.
• Strategic Overview: Outlining the marketing strategies to be implemented.
• Recommendations: Providing a budget breakdown and a one-year content plan.
• Success Metrics: Defining how the effectiveness of the campaign will be measured.

Case Studies

The 86: Coffee Bar and Concert Venue

Jack Curnutte, a BBA ‘23 graduate, led his team in creating a marketing strategy for The 86, a popular coffee bar and concert venue near campus. Their approach focused on:

• Collaborative Strategies: Engaging with The 86 to identify key pain points and opportunities.
• Cost-Effective Solutions: Implementing targeted marketing efforts that were budget-friendly.
• Meaningful Engagement: Designing campaigns that resonated with the local community and enhanced the venue’s visibility.

Ghost Baby: Nightclub in Over-the-Rhine

Kaylor Stocker, another BBA ‘23 graduate, spearheaded her team’s project for Ghost Baby, a nightclub known for its unique nightlife experience. Their strategies included:

• Mystery and Allure: Developing inconspicuous marketing techniques to maintain Ghost Baby’s enigmatic reputation.
• Curiosity-Driven Campaigns: Creating content that piqued interest without overexposing the brand.
• Sustainable Growth: Ensuring that marketing efforts contributed to long-term brand loyalty and customer retention.

Outcomes and Benefits

For Students

• Practical Experience: Students gained hands-on experience in crafting detailed marketing strategies.
• Portfolio Enhancement: The projects served as substantial additions to their professional portfolios.
• Certifications: Completion of free HubSpot certifications provided by the course added significant value to their resumes.

For Local Businesses

• Actionable Strategies: Businesses received comprehensive marketing plans that could be implemented to boost their online presence.
• Cost-Effective Solutions: Tailored strategies ensured that marketing efforts were both effective and within budget constraints.
• Community Support: Collaborating with students fostered a sense of community and mutual growth.

Insights and Takeaways

The success of these projects underscores the importance of experiential learning in education. By working on real-world campaigns, students not only mastered digital marketing tools but also contributed meaningfully to local businesses. The feedback from participating companies was overwhelmingly positive, highlighting the practical value of the students’ efforts.

Emma Neybert emphasized the dual benefits of the program: “Lindner students netting real-world, problem-solving experience and Cincinnati-area companies obtaining actionable marketing strategies that could positively impact their business.”

Conclusion

Integrating real-world projects into academic curricula equips students with the necessary skills to thrive in the competitive field of digital marketing. The University of Cincinnati’s approach serves as a model for how educational institutions can foster practical learning while supporting local businesses.

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Discover how University of Cincinnati students developed effective digital marketing strategies for local businesses through practical case studies, showcasing impactful results and innovative approaches.