CONESTOGA COLLEGE
Conestoga students support local non-profit organization through capstone projects

Students were introduced to the client through an initial brief that introduced the non-profit and outlined the client's goals and wishes. Five groups, consisting of five to seven students, set up their own agency to work on the project for seven weeks. In that time, it was up to the students to connect with Instrumental for follow-up questions to guide their research and planning and develop the necessary assets and strategies.

Juggling multiple tasks with a strict deadline is a challenge. "The students are faced with all the pressures they would face in the industry," said Pat Suriano, program coordinator and professor. "We don't want panic to set in, but we want to get them used to the ability to pivot if things don't go their way. They have to see what works and what doesn't and adjust on the fly."

Teams are assigned, and students have no control over with whom they're matched. "Just like in the real world, you don't get to choose your colleagues," explained Suriano.

Working with a real-world client was an important part of graduating student Lexx Walker's experience. "Throughout the program, there was always talk about how this would apply to real life. It's great that we get this opportunity to boost our portfolio. It also boosted my confidence," she said. "I'm excited to follow Instrumental and see what suggestions they will implement."

Projects included a full integrated marketing and communications plan, social media and other marketing assets, strategy documents containing competitor analysis, budget estimates, target profiling and demographic research, as well as a go-live calendar outlining deadlines and communication activities for Instrumental.

"It's great to have a realistic arc for what I should be doing. You're asking me to do realistic things," Christine Guy, founder of Instrumental, said to a group of students after their presentation. "At this stage of growth, I like suggestions like this that are approachable and doable for this organization."

The two-year Advertising and Marketing Communications diploma program is designed for creative thinkers who want to develop strategic marketing skills and get hands-on experience with real clients. Students learn social media marketing, brand development, copywriting, public relations and video production as well as gain valuable insights into UI/UX design and marketing research. Through field placements and live-client capstone projects, students build their portfolio and graduate with a network of industry contacts and the confidence to thrive in advertising agencies, media firms and corporate marketing teams.