(Jacoby, 1996).
One of the major factors that attracted me to UVM’s Public Communication Major was the emphasis on service learning based classes. That promise to provide students with hands on experience is once again being fulfilled in my senior Capstone class.Cabot Creamery Cooperative, Vermont’s favorite cheddar cheese company, partnered with my senior Capstone class this year to provide marketing experience with area businesses. This fall our small class worked with five local businesses, developing marketing plans. I had the pleasure to work with a small bookstore in Hinesburg Vermont, Brown Dog Books and Gifts. Facing the challenges of a dying book industry, a small town market, and a hard felt recession, Brown Dog was struggling to keep their doors open. After a semester of research, creative brainstorming, and visiting bookstores across the state, my group and I developed a marketing plan we are confident can turn the business around. Our community partner, as well as our class, were extremely impressed with the plan and selected our business to be one of two to receive funding the following semester.
This spring we are beginning to carry out our plan. Cabot, our funding partner, was especially impressed with our plan and increased our budget to $10,000, a budget far exceeding anything Brown Dog Books has ever seen. As we begin the process of redesigning a store, buying media, hosting events and transforming Brown Dog Books and Gifts, we are sure to face challenges, surprises, and many victories. Stay tuned to see how this adventure unfolds! As Spring Semester continues I am proud to report that our progress with Brown Dog continues! This month we are running an insert in the Charlotte Citizen, advertising the upcoming events we are hosting at Brown Dog. We are excited to track the success of some upcoming ad placements and community events. See our insert below!
Below are more examples of the ads we have created for Brown Dog. We are focusing on measuring the return of these advertisements so we can leave Brown Dog with a guide of which advertising outlets best reach our target audience.
Below are more examples of the ads we have created for Brown Dog. We are focusing on measuring the return of these advertisements so we can leave Brown Dog with a guide of which advertising outlets best reach our target audience.
