Haslam College of Business - Haslam Students Create tnAchieves Marketing Plan to Promote Postsecondary Education

It’s no secret that education level has lasting intellectual, social and economic effects on a person’s life. In the spring 2024 semester, through an innovative independent study course, students at the University of Tennessee, Knoxville, Haslam College of Business had the opportunity to develop a marketing plan for tnAchieves, a nonprofit organization that aims to increase the percentage of Tennessee high school graduates pursuing a postsecondary degree or certificate.

Providing a Fresh Perspective

The idea for the class came to Haslam through tnAchieves president and CEO Krissy DeAlejandro and UT vice provost for enrollment management Kari Alldredge. Seeking the perspective of people who were closer in age to their target demographic than most on the tnAchieves team, they believed the college’s students could help them energize the organization’s outreach efforts.

After a competitive application and interview process, 14 students were accepted for the class; all either were marketing majors or had marketing as a minor or collateral. Led by marketing lecturer Jules Morris, the class met twice weekly throughout the semester in Haslam’s Marketing and Sales Skills Lab to create a research-based, actionable plan to support tnAchieves.

“These are sharp students — they’re driven, and their problem solving has been amazing,” says Morris, who has a consulting background. “This isn’t like a normal class project, where you give students an assignment and they do the work and present it. This has been a hands-on consulting experience because they have checked in and garnered feedback along the way.”

For senior Avery Smith, a marketing major with a concentration in international business and minor in sustainability, that format deepened her learning. “Consulting is all about communication,” she says. “There were several moments when we had ideas to take the project in a specific direction, but after reaching out to our friends at tnAchieves for their feedback, we quickly realized our ideas would not serve them well. So, we pivoted and re-imagined even better ideas. It’s a great lesson to take away because, at the end of the day, we want a final product that will best serve and excite our clients.”

Thoughtfulness and Professionalism

On May 7, the class culminated with the students presenting their final marketing plan and recommendations to Haslam leadership and representatives from tnAchieves, including DeAlejandro and Randy Boyd, tnAchieves board chair and UT system president. Three teams of students each presented about a specific area of the plan: informational materials, mentorship and digital/social media. 

The students’ many deliverables included: an informational video, produced with the help of Haslam’s Office of Technology Enhanced Education (TEE), geared toward high school students; a Spanish translation of the tnAchieves handbook; a recruitment video (also produced with help from TEE) aimed at young adults interested in mentoring high school students who are weighing their postsecondary options; and a social media campaign designed around the theme “Find Your Place,” which included strategies for keeping content engaging, relevant and accessible for the target audience.

All in attendance expressed how impressed they were by the students’ work. 

DeAlejandro says, “It was evident that the students poured heart, intentionality and thoughtfulness into their projects. I was blown away by their professionalism and work products. This is a testament to the brilliant students of the Haslam College of Business, the creative force of Jules Morris and the importance of gaining working world experience while still a college student. tnAchieves will be a better organization because of this unique partnership.” 

Many students expressed how rewarding it was to work on a project that not only provided them with practical experience they can apply to future marketing and consulting career opportunities, but also produced results that could make a real difference in the lives of Tennesseans.

Beckett Anderson, a junior double majoring in finance and marketing with a collateral in international business, says, “Working with tnAchieves this semester has been a very fulfilling experience. Growing up in Knoxville, I have seen the work that they do firsthand and have many peers who have gone on to continue their education because of this initiative. tnAchieves already has a phenomenal mission and team but has encountered challenges when expanding outreach. With our help, we hope to take this strong foundation and enhance the [organization’s] communications, branding and outreach so that many more students can see the benefits that a post-secondary education can have.”

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CONTACT:

Stacy Estep, writer/publicist, sestep3@utk.edu