Get Smart: Partner with local college to take your organization to next level

Partnering with a local business school can be a truly effective way to reenergize an organization, and take it to the next level. Businesses and non-profits often have projects which require outside consulting but may not be able to invest significant capital required by established consulting and communications firms. Business schools across the country are always looking to work with local businesses and non-profits to give students first-hand real-world experience. 

By creating projects in which students are acting as “consultants” to businesses, professors not only create a unique and unparalleled learning environment but also give businesses a chance to benefit immensely. These service-learning projects are prevalent in every major but projects by marketing students are what seem to be utilized most often. 

Professor Peter Perreault teaches Marketing Research at Indiana University’s Kelley School of Business. The marketing program at Kelley has been ranked 6th among all public and private universities by U.S. News and World Report for the past several years and the amazing experience students get is no doubt contributing to this. Professor Perreault has been teaching Marketing Research and using the student-business marketing research project arrangement since he began teaching the class in 1998.

One of Perreault’s students, Eileen McClary - a resident of Creve Coeur, is interning with our firm this summer. Her biggest project has been with our client, Three60 Gear. Three60 Gear, based in Maryland Heights, is vivid photo-real sports apparel that captures images of all-star athletes from the NBA, MLB, and soon NHL. It is a division of A&E Group, LLC, which is a leading designer and manufacturer of private label sportswear. McClary has been applying skills learned in Perreault’s and other marketing courses to increase brand awareness for Three60 Gear. Focusing mainly on social media outreach via Facebook and Twitter, McClary has also coordinated giveaway events at local sports-viewing hubs and most recently at a series of Cardinals games. “This internship has been absolutely amazing,” says Eileen, “It has been an incredible learning experience working with Allison and AHC Consulting. Three60 Gear is a truly unique concept and I have loved discovering everything that goes into creating a brand.” 

For Perreault’s class in particular he says businesses and organizations benefit in several ways. “One way is having the results of the marketing research project provided to them by the student team; the process of participating in the research study may also cause the business owner or manager to be more aware of its marketing efforts.  Another way is that students become aware of the business which may result in word of mouth promotion for the research client.” 

Businesses benefit from the experience. “Over the years I have heard informally that many businesses appreciated the opportunity to work with the student teams.  A common comment was that the students brought a fresh perspective in assessing their business.  I have also talked with several recruiters for marketing research firms who liked the idea that the Kelley students were actually conducting a marketing research study as part of the course,” added Perreault

There are numerous opportunities in the St. Louis area to recruit a student to perform similar projects. Washington University’s Olin School of Business is nationally ranked and has both undergraduate and graduate programs. Saint Louis University is home to the John Cook School of Business which has dynamic classes emphasizing real-world experience. Additionally, University of Missouri-St. Louis, Fontbonne University, and Lindenwood University all have business programs. The Coro Fellows program also offers assignments to area organizations.

Ultimately, these projects are incredibly satisfying for both parties involved. Businesses rave about the help they’ve received and students get to work with real clients and develop business plans that actually get used. The zero-cost aspect makes this opportunity incredibly attractive for non-profits. These students are the future of the business and non-profit world and it only makes sense that we start working with them today.

Tips:

1. Know what you want: Clearly define the scope of your project prior to approaching students.
2. Be proactive: Do research to find out what colleges and universities are in your area and find out what programs they offer—business has many different facets: marketing, operations, finance, and accounting. Approach the departments with your project and determine if students might be available!
3. Be creative: If MARKETING is not exactly what you need get creative! Talk to the journalism department if you need some help with advertising or the telecom department if you want a student-made commercial. The opportunities are endless.
4. Be flexible: Students will need your cooperation to do the best job they can for you. Be open to their suggestions—maybe some of them will work for you and some of them won’t but you are getting great business advice. Also keep in mind that college students do have rather erratic schedules and it is important to be mindful of that. (In our case, we utilize responsible interns who often work remotely!)

Properly deployed students can be a valuable part of your business -- bringing fresh ideas, perspective and excellent work to your firm!

(This article was originally posted on 501CONNECT, a St. Louis, MO online community resource designed to be a resource for nonprofit organizations. 501CONNECT is the only online resource dedicated exclusively to the St. Louis area nonprofit community. http://www.501connect.com/)