EUGENE, Ore. – Students in Bushnell University’s Intro to Digital Marketing class are exploring a unique, hands-on learning experience, partnering with local bakery Main Street Sweets to develop a full digital marketing strategy. Under the guidance of marketing professor Christy Silverthorne, M.A., students are supporting the bakery by designing a website and creating a marketing content and social media plan. Their work will culminate in a high-stakes pitch during Bushnell’s Academic Creativity and Excellence (Ace) Day on Wednesday, December 4, when one team’s campaign will be selected for real-world implementation.
The partnership with Main Street Sweets has provided students with valuable experience in crafting digital marketing strategies for an actual business. Each week, students tackle a new part of the marketing puzzle, learning about principles in class and then applying them directly. “This practical experience has a much deeper impact on students’ understanding,” explains Silverthorne. “They can see firsthand how effective marketing can shape a small business’s success.”
Earlier in the semester, Carrie Boehm (pictured), the bakery’s owner visited the class, sharing her vision and objectives for the business. This interaction gave students direct insight into the client’s brand and goals, enabling them to build campaigns that reflect the bakery’s personality and target audience. Since then, students have made progress in designing websites, creating engaging social media content, and planning measurement strategies to evaluate campaign success.
The final challenge will come on Ace Day, when students present their marketing strategies to the bakery’s owner, who will choose the campaign that best aligns with her vision. This hands-on project not only builds students’ skills in areas like strategic planning, storytelling, and analytics, but also prepares them for the realities of working with clients.
“Our hope is that students leave with a strong understanding of how a well-thought-out digital strategy can make a meaningful difference,” says Silverthorne. For the students, seeing their efforts pay off in a tangible way will be the ultimate reward.
You can find your way to Main Street Sweets’ sweet flavors by searching the web or Facebook.
To learn more about Bushnell University’s Digital Marketing program, visit www.bushnell.edu/digital-marketing.