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How to Manage Real Client
Work in the Classroom
KAREN FREBERG
University of Louisville
#StukentDS18@kfreberg
Agenda
Introduction
Benefits of Client Work for Classes
Case Study: The Breeders’ Cup x FrebergPR (University of
Louisvill...
Higher Ed = Perception + Reputation Crisis
With professionals in the industry (ex. Gary Vee) and others saying
higher educ...
Benefits of Real Client Work
● Hands on experience for the students.
● Connecting with the community (on campus and/or off...
Client Work Checklist
● Expectations
○ Assignments
○ Group Leaders + Roles
○ Deadlines
○ Deliverables
○ Communication + Br...
Case Study:
The Breeders’ Cup x
FrebergPR
#StukentDS18
Overview of Partnership
● Official class client for the semester.
● Deliverables for the semester:
○ Situational analysis ...
Class Client Deliverables (Assignments)
Main Project: Strategic Plan
● Midterm Report (Background, Research, + Situational...
Specific Activity:
Influencer Marketing
● 9/29: Downs After Dark was held at Churchill Downs to
promote the upcoming Breed...
Examples of Influencers at Churchill Downs
KAREN FREBERG
@kfreberg
#StukentDS18
Major Takeaways
Students gained valuable experience in actual influencer marketing
initiatives from beginning to end from ...
What is NEXT?
● Begins next week!
● Two events, four days
● Students will be creating and
executing content for The
Breede...
Lessons from Real
Client Work
KAREN FREBERG
@kfreberg
#StukentDS18
Building Assets
For Portfolios, Internships,
Networking Opportunities, and
Jobs
By providing students with real
world clie...
Disrupting
Expectations
Educating the industry on what
students are REALLY learning in
the classroom.
Client work helps sh...
Creating
Advocates
Higher education (professors and
students) need more industry
ambassadors
Higher education is facing an...
As industry becomes more competitive, we need to work
together.
With client work in and out of the classroom, we can overc...
Resources + Professors to Look at
● Professors
○ Kelli Matthews (University of Oregon) - Assignments + Clients
○ Matt Kush...
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How to Manage Real Client Work in the Classroom

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Karen Freberg - Fall Stukent Digital Summit

  1. 1. How to Manage Real Client Work in the Classroom KAREN FREBERG University of Louisville #StukentDS18@kfreberg
  2. 2. Agenda Introduction Benefits of Client Work for Classes Case Study: The Breeders’ Cup x FrebergPR (University of Louisville) Lessons from Client Work Best Practices + Resources
  3. 3. Higher Ed = Perception + Reputation Crisis With professionals in the industry (ex. Gary Vee) and others saying higher education is “not relevant” or preparing our students in the workplace, it is crucial to show others we are. The way to do this is to provide real-world applied experiences for our classes with client work.
  4. 4. Benefits of Real Client Work ● Hands on experience for the students. ● Connecting with the community (on campus and/or off campus). ● Opportunities for real world content and materials to showcase in job interviews, internships and future positions. ● Create a partnership with university and client. ● Brand exposure for students, university, and professor.
  5. 5. Client Work Checklist ● Expectations ○ Assignments ○ Group Leaders + Roles ○ Deadlines ○ Deliverables ○ Communication + Branding Expectations ○ Time dedication for class project ● Negotiations ○ Contracts ○ Visits to Class for Introduction to Client Work + Final Projects ● Promotion ○ Owned Media (ex. websites) ○ Social Media (ex. Channels, hashtags, etc) ○ Earned Media (ex. Press coverage, blog posts, influencer posts, etc)
  6. 6. Case Study: The Breeders’ Cup x FrebergPR #StukentDS18
  7. 7. Overview of Partnership ● Official class client for the semester. ● Deliverables for the semester: ○ Situational analysis of brand on social media and PR ○ Competitive analysis ○ Media analysis ○ Event coverage ■ Influencers at Churchill Downs ■ BC Festival (October 2018) ■ #BC18 (November 2018) ○ Analytics ● Official press release of partnership between The Breeders’ Cup and #FrebergPRKAREN FREBERG @kfreberg #StukentDS18
  8. 8. Class Client Deliverables (Assignments) Main Project: Strategic Plan ● Midterm Report (Background, Research, + Situational Analysis) ● Final Report and Presentation (Strategies, Key Messages, Evaluation, Recommendation) ContentCreation, Planning+ Management(ongoingprojects + assignments) ● Listening and monitoring reports (Talkwalker + Zoomph) ● Establishing brand voice for Breeders’ Cup Festival accounts ● Community and Content Management (Sprout Social) ● Creative Content Creation (Adobe RUSH, Adobe Spark, Canva, etc) ● Each message needs to be approved, scheduled and evaluated Event Coverage ● Planning, Brainstorming + Executing Ideas for all channels ● Influencer Marketing Event, Breeders’ Cup Festival, and The Breeders’ Cup
  9. 9. Specific Activity: Influencer Marketing ● 9/29: Downs After Dark was held at Churchill Downs to promote the upcoming Breeders’ Cup. ● Students tasked with an influencer activation assignment for Breeders’ Cup. ● Had three weeks to complete (realistic time span for industry) ● Research on IM using Zoomph, Talkwalker, and Klear ● Student responsibilities: ○ Research influencers ○ Reach out to influencers ○ Create contract for influencers ○ Host on-site ○ Coordinate with Churchill Downs ○ Analyze social media content ○ Create after action report ● Deliverables: Report + Takeaways, Recommendations for future IM items, and Mini Presentation KAREN FREBERG @kfreberg #StukentDS18
  10. 10. Examples of Influencers at Churchill Downs KAREN FREBERG @kfreberg #StukentDS18
  11. 11. Major Takeaways Students gained valuable experience in actual influencer marketing initiatives from beginning to end from research to creative execution. BC gained valuable insight into influencer marketing and opportunities to explore this for future events. It was a WIN-WIN situation for all!
  12. 12. What is NEXT? ● Begins next week! ● Two events, four days ● Students will be creating and executing content for The Breeders’ Cup on November 2nd + 3rd. ● Conducting listening and monitoring initiatives before, during, and after event. ● Present final recommendations and results to BC at the end of the semester.
  13. 13. Lessons from Real Client Work KAREN FREBERG @kfreberg #StukentDS18
  14. 14. Building Assets For Portfolios, Internships, Networking Opportunities, and Jobs By providing students with real world client experiences, they are able to provide actual work experience. Provide a range from tactical work to strategic thinking assets. Creating items that are valued and appreciated/expected by the industry. KAREN FREBERG @kfreberg #StukentDS18
  15. 15. Disrupting Expectations Educating the industry on what students are REALLY learning in the classroom. Client work helps show industry folks we ARE working on preparing students for the workplace. REALLY walking the walk and talking the talk. Opportunity to not just tell industry professionals what we are doing, but showing them as well. A direct connection from the outside to the classroom to help foster stronger relationships.
  16. 16. Creating Advocates Higher education (professors and students) need more industry ambassadors Higher education is facing an image and reputation crisis for not being “relevant,” - we can create our own community ambassadors for our class. We need industry advocates and ambassadors - clients and industry professionals can help out with this. We got to take back control over the narrative about our profession.
  17. 17. As industry becomes more competitive, we need to work together. With client work in and out of the classroom, we can overcome the vast gap between education and industry.
  18. 18. Resources + Professors to Look at ● Professors ○ Kelli Matthews (University of Oregon) - Assignments + Clients ○ Matt Kushin (Shepherd University) - Assignments + Campus Client ○ Carolyn Mae Kim (Biola University) - Client Work ○ Lin Humphrey (FIU) - Certifications ○ Karen Sutherland (USC - Australia) - Client Management + Projects ● Resources ○ Hootsuite Education Program ○ HubSpot Education Partner Program ○ Stukent Simulations ○ #SMprofs Community Group on Facebook

How to Manage Real Client Work in the Classroom

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