by Cassie McCormick, advertising and public relations student
“It’s not weird, it’s different.”
That is how Assistant Professor Adam Wagler describes his section of the advertising and public relations campaigns class. All three sections of campaigns classes are partnering with different real world clients to bring hands on experience to their students. This year’s clients include Gianna’s Java and Gelato, Heartland Chevy Dealers and the University of Nebraska–Lincoln College of Engineering. The use of real-world clients is not something new to the campaigns classes either.
“We have been partnering with real clients for over a decade,” Wagler said. “Probably closer to 15 or 20 years, as long as I can remember.”
With real-world clients come real benefits and challenges. Senior Emily Cimarusti is a student in Wagler’s campaigns class and is a part of the team working with the Baja Racing Club at the engineering college. Baja Racing is a club that brings engineering students together to build cars and compete in endurance races across the country. With such a unique client, Cimarusti has faced interesting obstacles.
The goal of their campaign is to create more fan engagement and gain ongoing sponsorships. The campaigns team has already begun implementing social media content to increase awareness and support of Baja Racing.
“The Baja Racing Club does not always realize the importance of social media or why we do what we do,” Cimarusti said. “Getting everyone together on the same page has definitely been a challenge.”
Professional agencies encounter similar problems while working with clients. Yet, in the challenges lie the benefits. Getting instant and continuous feedback from a client is invaluable to students.
“The core of this class is teaching students to be good listeners, to understand their clients and come up with solutions to their problems,” Wagler said.
The ability to bounce ideas off each other and their client is the kind of experience students simply cannot learn from a textbook.
Additionally, the format of Wagler’s class is unique. Instead of having the class divided into two competing teams pitching to one client, his class is divided into three groups working on three separate projects all for the College of Engineering.
This format is similar to Jacht, the student-run ad agency and another capstone class option. Some may think of Jacht as one of the only ways to get real world experience in class. However, campaigns classes and many other advertising and public relations classes, such as special topics courses, have been partnering with real-world clients for decades.
Cimarusti appreciates the balance that her campaigns class offers through getting the opportunity to work with real clients while still receiving guidance and insight from a professor.
“We are learning, our clients are learning, it is great to be able to do that together,” Cimarusti said.