Ground Work Agency has emerged as a distinctive player in the landscape of Atlanta-based marketing firms, carving out a niche by focusing on both client growth and the professional development of its college student employees.
Nestled within the Coles College of Business at Kennesaw State University, this innovative agency is not just a marketing service provider; it acts as a hands-on training platform for students, all of whom are enrolled at KSU.
Since its inception in 2023, Ground Work Agency has steadily expanded its portfolio, including work for various clients from both the university and organizations across the metro Atlanta area and even extending to Wisconsin.
The concept was spearheaded by Laurie Michaelson, a lecturer in marketing at the Coles College, who introduced the idea from her previous experience at the University of Florida, where she oversaw The Agency at UF, a similar student-run marketing firm.
Marketing services can often come with steep price tags; top firms in major cities typically charge thousands to millions of dollars. Ground Work Agency mitigates this financial barrier by making professional marketing services accessible to clients with smaller budgets.
One of the agency’s initial clients was the Department of Secondary and Middle Grades Education at KSU’s Bagwell College of Education. Megan Adams, the department chair, sought assistance in reaching teachers interested in furthering their education with an advanced degree.
The marketing campaign developed by Ground Work Agency, called ‘Why Not Now,’ has proven to be greatly successful, resulting in increased enrollment for their Education Specialist in Curriculum and Instruction program.
The collaboration involved formulating a campaign theme and employing various marketing tactics, such as paid digital advertising, social media, and direct mail, all executed by Ground Work’s dedicated student staff.
In continuing their successful partnership, Ground Work is set to launch a new initiative using graduate testimonials and images, aiming to resonate with teachers directly, ideally boosting enrollment further.
The insights gained from this collaboration go beyond mere enrollment increases, according to Adams. She notes that the students have imparted valuable lessons regarding the strategies necessary for attracting teachers back to school, further enriching the educational mission of the college.
Client outreach extends beyond KSU as well. Ground Work Agency has also collaborated with nonprofit The Learning Collaborative, based in Oshkosh, Wisconsin, helping them establish a robust brand identity.
Lea Kitz, executive director of the nonprofit, expressed gratitude for the agency’s work in designing their logo, marketing materials, and a website that resonates with their mission to improve literacy skills among children and adults.
Kitz noted, ‘The students really worked to understand our organization and create a look that matches our style and the messaging we want to put out there.’ This collaborative effort has significantly enhanced their branding strategy, especially considering their limited budget as a nonprofit organization.
The agency members, who work predominantly out of the Burruss Building, uphold a collaborative workspace environment, encountering challenges and progress updates during their Monday morning meetings led by Michaelson and lecturer John Doughney.
Students from various disciplines contribute to Ground Work Agency, reflecting its inclusive approach beyond just marketing majors. The staff includes writers, designers, photographers, and videographers from other colleges within KSU, fostering a diverse skill set that enhances the services offered.
At Kennesaw State, the emphasis on practical learning experiences is paramount, especially through internships and projects. Ground Work Agency operates as a continuous internship opportunity for its employees, allowing them to engage in real-world marketing tasks such as creating ads, designing websites, and producing videos.
Jasmine Duffy, a KSU graduate set to complete her studies in 2024, remarked on the significant impact Ground Work Agency had on her career trajectory. ‘I can’t express the gratitude I have for Laurie because she was always there to encourage us and teach us how an agency works in real life,’ she shared.
Duffy acknowledged that while there were inevitable setbacks during their projects, they were integral to learning how to navigate challenges in the professional world, a lesson she carries with her post-graduation.
In essence, Ground Work Agency is not just contributing value to its clients; it is also cultivating the next generation of marketing professionals at Kennesaw State University by providing them with hands-on opportunities to apply their knowledge in meaningful ways.
image source from：cobbcountycourier
