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To gain hands-on experience with real-world partners. Towson University’s Department of Mass Communication gives students the opportunity That fall, his class worked on content for the American Marketing Association Locke came up with the idea for a hands-on learning project in 2021, his first yearĪt TU. What working with a client is like, from the discovery phase of a project to the presentation More insight from Gen Z,” says Dolceamore. “These are the channels customers are using most frequently, and where we could use Our customers are also college students, so I knew there was a lot I could learn fromĭolceamore says throughout the course the Insomnia Cookies team gained strong insightsįrom the class on how to produce content for their demographic and what marketing Up college, so I was honored just to be asked,” says Dolceamore. “I know how beneficial a project with a real-life client can be when you’re wrapping Students also submitted suggestions for the client with research collected In contact with the company’s brand director, Gabrielle Dolceamore.ĭolceamore provided students in the class with lectures and attended their final project Coincidentally, Insomnia Cookies’Ĭhief Marketing Officer Tom Carusona was a former colleague of Locke’s, and put him Since they are quite popular on college campuses. Locke thought Insomnia Cookies would be a great brand for students to engage with Of engaged learning, providing students with exceptional, student-centered educational experiences. It’s an example of TU’s commitment to distinguished faculty mentors pushing the possibilities Throughout the project, the class learned about marketing strategies, customer relations,Īnalytics, paid advertising and how to apply those skills to social media. Jake Shindel grabs a cookie while making a TikTok video at the Towson Insomnia Cookies Was about using the resources and tools to achieve marketing goals,” says Locke. “For me, it was less about teaching students how to make the best TikTok video.
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Hone their social media skills and produce a project the company plans to use. Themselves in the world of catering to a brand.
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Locke says working on a project with an actual client allows the students to immerse Students worked in groups of four with two designated The class was assigned to design a social media strategy and content for use on theĬompany’s Instagram and TikTok. It was a great opportunityįor our class to come in with a fresh perspective and market it to a younger audience,”
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“Insomnia Cookies felt the campaign needed more attention. The project’s goal called for the students to develop content that promotes InsomniaĬookies’ paid subscription service, CookieMagic, to college students while also entertaining Locke, students completed a term-long project where they worked with the nationwideĬookie chain to design a social media campaign. Under the instruction of adjunct faculty member Andrew TU's Social Media & Strategic Communications (MCOM 333) focuses on social media, marketingĪnd brand communication skills.