KENNESAW, Ga. | Jul 24, 2024

Recognizing that marketing students need real-world experience and theoretical knowledge to succeed in the industry, Kennesaw State University marketing instructor Laurie Michaelson drew upon her 20 years of experience running a marketing business to launch a new firm that puts students in the driver’s seat.

Called the Ground Work Agency, this student-run, faculty-led, full-service marketing agency housed within KSU’s Department of Marketing and Professional Sales was launched in Fall 2021 and began working with clients in Spring 2024. Ground Work Agency integrates students into the process of developing and executing marketing plans, allowing students to work with actual companies on real projects.

“I wanted to sufficiently prepare students for their careers,” Michaelson said. “I believe that applied mentorship is the best way to prepare marketing students for their careers, whether it's in an agency or industry setting, because of the many directions they can go in.”

Unlike typical internships where students work for the host organization , students at Ground Work Agency work for the agency and collaborate closely with client companies and each other, completing tasks under tight deadlines and experiencing the pressures and rewards of real-world marketing. 

“The students are actually doing the work and living in the world of the industry with the clients that we serve, which definitely goes beyond the classroom.”

Ground Work Agency operates just like a professional marketing firm, handling tasks such as paid media, social and digital campaigns, event promotion, and public relations. Students take on real-world roles such as media coordinators, graphic designers, UX and web developers, and more. This structure enables them to develop strategic marketing skills by working on diverse projects and interacting with a broad range of clients.

It is not just the experience developing marketing plans that makes the Ground Work Agency rewarding for students, but also the fact that students have the help of mentors every step of the way.

The organization has had numerous clients, including one of their recent partners, KSU’s Industrial Assessment Center (IAC). This consulting and research group provides facility assessments at no cost to manufacturers. This summer, students are collaborating with the IAC to enhance their marketing and communication efforts for an upcoming event. This partnership offers students a valuable cross-disciplinary experience, working alongside engineers. 

Ground Work Agency also fosters deep community connections with their clients. Students visit and network with local businesses, gaining insight into potential career paths. Companies collaborating with Ground Work Agency benefit from the fresh perspectives of young minds skilled at navigating current trends, technology, and social media, helping them connect with younger audiences.

Jessica Okafor, a marketing student and project manager at Ground Work, has found her role both demanding and fulfilling. 

“It’s both rewarding and challenging,” Okafor said. “Challenging because the effectiveness of the agency vastly relies on my leadership and my capabilities, and rewarding because I know that I am attaining new skills and qualities, as well as networking with new people, which will truly be beneficial when I enter the workforce post-graduation.”

Ashley Hewitt, a recent grad, who worked for the agency as an account planner, found her time at Ground Work Agency to be a pivotal part of her education.

“Ground Work Agency gave me the opportunity to learn without judgment,  Hewitt said. “Learning how to work in an agency environment, adapt, collaborate, and manage multiple projects simultaneously significantly contributed to shaping my career by providing me with invaluable insights and hands-on experience.”

Michaelson’s vision for Ground Work Agency is to elevate the Michael J. Coles College of Business and the marketing program at KSU. She believes that practical, hands-on experience is key to making the program stand out.

“Some universities have more longevity in the community and partnerships that KSU doesn’t have,” said Michaelson. “I feel like this is a vehicle to elevate our program and our college among our community partners and show them the value of our students as well.”

Participating in Ground Work Agency offers students a unique way to prepare for future careers in marketing.

“Being part of Ground Work Agency does not feel like the typical on-campus job or school organization,” said Okafor. “It provided me with real-world experiences and opportunities during college that some people may not experience until after. To be able to gain project management experience during college will truly set me up for success as I gain skills employers value.”

-Daijah Sims