MM 415 Mimics Mini Digital Agency

Screen Grab courtesy of Nikki Kraaijeveld

MM415 mimics mini digital agency

By Nikki Kraaijeveld

Every year the Promotions Writing class works with a client who needs help with digital marketing. This year, Kristen Grimmer, assistant professor of mass media, connected with David Wingerson, Sunflower Music Festival coordinator.

“The Sunflower Music Festival is about bringing high-quality classical and chamber music to northeast Kansas,” Wingerson said. “The center of our mission is to bring free performances, but of world-class quality.”

One of Wingerson’s goals is to increase public awareness because he believes the festival brings a quality experience to Topeka.

With only two people working in the office all year, the festival organizers were glad to partner with Washburn students.

“The Sunflower Music Festival is a perfect client,” Grimmer said. “They don’t actually do a whole lot digitally, and they really need help promoting, publicizing and educating people about the festival.”

The class is set up like a mini digital agency and has six different teams: website, design, content creation, search engine optimization, public relations and advertising.

At the beginning of the semester, the students chose the team they wanted to be on, and each team, had its own responsibilities and gave the class a range of experiences. 16

The teams worked on the project in different phases,” Grimmer said. “We started off with primary research through a qualitative textual analysis and in-depth interviews. Based on that research, the class creates digital strategies and eventually some of the digital products. In the end, we present everything to the client in a comprehensive plans book.”

It wasn’t until last semester that Emma Wittmer, a junior in public relations and leader of the design team, found out that she has both an interest in and good eye for graphic design.

“I wanted to continue in design through this project,” Wittmer said. “I can’t wait to see what the whole project looks like, and to put the plans book in my portfolio will show my extensive experience with design.”

Though COVID-19 concerns postponed the Sunflower Music Festival until 2021, students still completed the plans book.

Grimmer hopes the lost year will give the festival’s board more time to review and implement the students’ recommendations, instead of just six weeks.

“It’s such a good way to look at it. We could use the time to put everything into place,” said Wingerson. “I think the board would definitely consider using some of the work that the students have sent us. I’ll be pushing for it.”

Welcome to the COVID-19 classroom. Students in MM 415 Promotions Writing Zoom with Assistant Professor Kristen Grimmer.