Owned and Operated: a Survey of Student-Run Advertising and Public Relations Agencies at ACEJMC Accredited Institutions Page 54 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 ABSTRACT A student-­run agency is a valuable opportunity for advertising, marketing, and communication students to build experience, add to resumes, and apply their classroom knowledge to real-­life situations. The opportunity to work with clients outside of the classroom helps students to develop skills that will set them apart later in their career search. A student-­run advertising agency essentially functions as a true advertising or PR agency does, with a few primary differences. Associated with a particular university, and usually under the guidance of one or more faculty advisors, the agency is owned and operated by students. Depending on the size and specific specializations of the agency, students provide clients with strategies and creative direction for specific projects, campaigns, or with branding as whole. Typical clients may include other entities on the university campus, small businesses, or local non-­profits. INTRODUCTION A survey of current student agencies operating on university campuses is a helpful tool for anyone involved with a student agency who may be looking to compare their own agency to others, as well as a beneficial starting point for those looking to begin a new agency. The purpose of this project is to develop a list of student-­ run agencies that meet certain qualifications and to record basic, and easily available, information through secondary online research. The primary deliverable of this project will be these one-­page fact sheets of the selected sample of agencies and an analysis of any trends that emerge. The project will then finish with some recommended best practices based upon those trends. The intended audiences for this project are faculty advisors and student leadership teams who are currently part of a student -­run advertising agency or are pursuing information on student agencies. A secondary audience consists of anyone searching for information regarding the current status of student-­run agencies on university campuses today. LITERATURE REVIEW The objective of this literature review is to provide a snapshot of what research has been done on current student-­run advertising and public relations agencies operating on campuses today. The review begins with a situation analysis, which explains the type of currently published literature on student agencies. This section is followed by a review of literature on the following main topics which proved the most relevant to the purpose of this professional project: defining a student-­run agency, models of agencies, characteristics of agencies, and ACEJMC accreditation. Situation Analysis Currently, there is no comprehensive listing of student-­run advertising or PR agencies that are currently operational at institutions of higher learning in the US. Often, a student-­run firm is associated not only with a university, but with a professional organization as well, primarily PRSA or AAF. Both the Public Relations Society of America (PRSA) and the American Advertising Federation (AAF) are trade associations that represent wide networks of advertising and public relations industry professionals. The Public Relations Student Society of America (PRSSA) is the student program of the PRSA (About PRSSA, 2013). The AAF also has a collegiate chapter program which allows students the chance to become involved. The AAF recommends creating a chapter ad agency as an activity that the chapter could take part in (College Chapter Guide to Success). It does not, however, provide any additional resources or have any official recognition or listing of student-­ run agencies PRSSA encourages student-­run firms or agencies, and provides resources to assist them, such as a handbook, workshop, listserv, and ‘national affiliation’ recognition program (Student-­run firms, 2013). It also records a list of universities that have chapters who self-­report that they have a student-­run agency on campus. Little to no additional information is recorded; the self-­ reporting form only consists of a box that the respondent checks if an agency exists (Maben, 2010). While this list is helpful as a starting point for researching student-­run agencies, agencies at universities who do not participate in PRSSA or do not report the agency may be left out of this list. Consequently, there is no comprehensive listing of student- ­run advertising or PR agencies that are currently operational at institutions of higher learning in the US. The large majority of published research regarding student-­run agencies is more narrowly focused – concentrating on only one industry (usually public relations) or on individual agencies. Due to this narrowed focus, much of the literature on student agencies is composed of case studies on single entities. Owned and Operated: A Survey of StudentRun Advertising and Public Relations Agencies at ACEJMC Accredited Institutions Allison Busch University of Nebraska—Lincoln Amy Struthers University of Nebraska—Lincoln astruthers2@unl.edu Page 55 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 These case studies often summarize successes, opportunities, and challenges during the development of a specific agency. Some examples include:  A 2011 study by Swanson profiles the launch of a student-­ run agency, describing the learning and professional goals, as well as providing some general recommendations (Swanson, 2011).  A previous article by Swanson features a student-­run PR firm, Central Coast PRspectives, and its client base, academic structure, and application process (Swanson, 2007) (Maben, 2010).  A 2005 article published on Imagewest at Western Kentucky University described the agency’s academic structure, clients, and services (Imagewest, 2005). While these case studies provide valuable information on existing agencies, the limitation to them is that they only present one model of a student-­run agency rather than the variety that exist. Though some may make recommendations on developing an agency, they are recommendations based upon that model alone. As later sections describe, there are a variety of models and types of agencies, each with different characteristics which may require different recommendations. Some more comprehensive studies do exist in published literature. A 2011 article conducted qualitative and quantitative research with advisors of 51 student-­run agencies to answer two research questions ( (Bush & Miller, 2011). The first question asked what characteristics of student-­run agencies at AEJMC and ACEJMC-­accredited institutions were, including agency structure, longevity, funding, facilities, services, adviser commitment and compensation, challenges, and perceived student benefits. The second question involved an agency’s operation within an academic program as opposed to a student organization structure, and how both an advisor’s time commitment and a dedicated office space impacted the agency’s protocols and learning outcomes. The results of this article suggest that some agencies possess processes similar to professional agencies, many are lacking in business process areas such as budgeting and billing, and charging client fees (Bush & Miller, 2011). The study also proposes that advisor time commitment may be more crucial to agency success than the actual structure, meaning whether it is associated with an academic program or just functions as a student organization. The study does note that agencies closely associated with academic programs are more likely to charge client fees, have department resource support, and have a dedicated advisor. A 2010 dissertation examines student-­run public relations agency effects on students and student learning (Maben, 2010). This study is one of the most helpful in providing a primary-­ research based description of student-­run PR agencies, and could lead to future studies on student impact. A mixed-­ method research design helped to answer a number of research questions about common characteristics, student benefits, and types of agencies. Research on 55 agencies lead to a great amount of quantitative data and qualitative insights to add to the body of research. This study analyzed only those agencies listed with PRSSA. Defining a Student-­Run Agency Campus media outlets, such as a newspaper or broadcast (radio or tv) station have been prevalent at universities for years, serving as an important way for students to receive hands -­on training in a professional environment. Student-­run agencies have been established with this same experiential learning goal in mind. A 2011 study defines student agencies as “student-­run communications agencies mimic professional public relations and advertising agencies by providing students with a professional environment in which to work on real projects for real clients ( (Bush & Miller, 2011).” The study suggests that student agencies fill a gap in both advertising and public relations curriculums by helping students apply skills learned in the classroom, develop professional skills, and learn applicable business processes. The descriptor “student-­run” refers to the decision making structure that exists within these agencies. While there is often a faculty advisor who is the primary staff member responsible for the agency, it is the students who are the decision makers (Maben, 2010). They handle the agency planning, finances, client negotiation, issues, and development. Whether the organizations studied in this project identify as an agency or a firm, in the interest of simplicity, they will be referred to as an agency in this paper. Agencies that identify as purely advertising, purely public relations, or as a combination of both are all included in this study. Information on the inclusion and exclusion of agencies is explained in the methodology section. FIGURE 1 Page 56 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Models of Agencies Many academic studies and papers use one study in particular to define the typology of student-­run agencies. In a 2009 study, Bush analyzes characteristics of risk and of success to separate agencies into three models (Bush, 2009). Type 1 agencies have higher levels of accountability, usually requiring course credit, specified work hours, and team meetings ( (Bush, 2009). Faculty involvement tends to be higher in these types of agencies as well. Characteristics that set this type apart include having a titled structure, concrete business protocols, dedicated office space, the ability to charge clients, and a competitive application process, among others. Type 1 agencies generally have a low risk of dissolving. In these agencies, the structure is the most important thing that maintains stability. Type 2 agencies have a lower level of student accountability, possibly only requiring team meetings (Bush, 2009). Faculty involvement is still fairly high, with committed advisors. Characteristics of these agencies include a titled structure, some business protocols, a non-­ competitive application process, a shared space, and primarily non-­profit clients. In general, the stability of these agencies is based on faculty or advisor involvement, and are at a medium risk of dissolving. Type 3 agencies have no required meetings, and therefore little to no student accountability (Bush, 2009). There is also a medium to low faculty involvement, relying primarily on student leadership. Characteristics include top-­level only titles, few business protocols, volunteer based, managed as a student organization with no dedicated space, and non-­profit clients only. These agencies are at a much higher risk of dissolving due to changes in dedication of student leadership. The author of this paper states that while these types and characteristics may seem like common sense, agencies must have clear vision of what type they want to be, and the characteristics they want to possess. Characteristics of Agencies While the previously mentioned case studies are helpful in analyzing the characteristics of specific agencies, multi-­agency studies are useful in comparing agencies and studying similarities in characteristics that appear across a variety of agencies. Two primary articles provide the best analysis on a range of agency characteristics – Maben’s 2010 research and Bush and Miller’s 2011 study. Maben’s research seems to be the most in-­depth study that provides both qualitative and quantitative data on characteristics of student agencies (Maben, 2010). Maben concluded that overall, the different agencies shared more characteristics than they differed on. Additional conclusions on characteristics include:  most are funded through client fees or university funds  the majority do not pay students  the majority have a titled structure  more have a client base made up of non-­profits  students are the decision makers, but advisors are present  most agencies do not fit cleanly into only one of Bush’s three types of agencies Bush and Miller’s 2011 article provides quantitative data on agency characteristics such as structure, longevity, funding, facilities, and services (Bush & Miller, 2011). Results on characteristics include:  number of students in an agency averaged approximately 42, but varied greatly  most agencies described themselves as integrated communication agencies  about half of the schools offer credit for participation  over half operated as part of a journalism and mass communications program or college, as opposed to as a student organization  most do not have a dedicated workspace, or have to share a workspace  services varied greatly, but social media was the most offered, and videography and broadcast were the least offered  there is little uniformity in business processes and protocols such as planning templates, timesheets, billable hours, or office hours FIGURE 2 Page 57 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016  the majority do not compensate students  about half charge clients for services, as opposed to working pro-­bono ACEJMC Accreditation The Accrediting Council on Education in Journalism and Mass Communications (ACEJMC) is recognized by the Council for Higher Education Accreditation (CHEA) as the agency which passes judgment on accreditation of higher learning programs (General Information, 2013). Specifically, it looks to define standards of education for careers in journalism and mass Communications and ensure quality of instruction. Accreditation is an entirely voluntary self-­ assessment and outside review in order to maintain quality of the educational units. Colleges, schools, departments, and divisions are eligible for accreditation (ACEJMC Accredited Programs 2012-­2013, 2013). Currently, the council accredits 111 programs in the US, and one outside the country. A unit is accredited when the ACEJMC judges that it meets all standards set by the council. The nine standards used to evaluate units are mission, governance and administration; curriculum and instruction; diversity and inclusiveness; full-­time and part-­time faculty; scholarship: research, creative and professional activity; student services; resources, facilities and equipment; professional and public service; and assessment of learning outcomes. The evaluation and accreditation program was established in 1945, and is made up of national and international members representing various industries in journalism and mass communications such as newspapers, broadcasting, advertising, and public relations (General Information, 2013)). Three public members with no relationship to the industry serve on the board as well. Judgment on accreditation is passed based upon a self-­ evaluation by the unit itself as well as an independent evaluation at six-­year intervals (General Information, 2013). Units that receive accreditation are not ranked in any way, but are instead organized by state. There have been a number of studies comparing various aspects of accredited and non-­ accredited journalism and mass communications programs. Many make the case that there is often an assumption that accredited programs are better than non-­accredited, however, there has been no strong evidence yet to back that up (Seamon, 2010). Though accreditation is a useful way to self-­evaluate and ensure quality, it does not mean one program is necessarily far superior to another. This is important to note because though all agencies analyzed come from universities with some sort of accredited program, not all agencies are directly associated with that accredited program. A further explanation is provided in the methodology section. METHODS A variety of agencies exist on campuses across the country, however, the focus was narrowed to only those on the campuses of academic institutions with ACEJMC accredited programs. Agencies studied were both directly associated with the accredited program as well as programs outside of it. In some instances, the organization listed was affiliated with another academic program or with the university as a whole, rather than only with the singular ACEJMC accredited program. To ensure a broad range was explored, agencies outside of the specific ACEJMC accredited program were included in the analysis. The research was based upon the ACEJMC’s 2012-­2013 list of 111 accredited programs, which were each subjected to the same three research steps. Both advertising and public relations agencies were chosen to be analyzed due to the overlap of many of the services provided by each, as well as the similarities in structure and purpose. First, a primary Google search for both student-­run advertising and PR agencies associated with each school was conducted to include results that may be associated with programs within the school. Secondly, the website of the specific ACEJMC program was visited and searched for information on firms or agencies. This information primarily was found on the student media, student organizations, AAF, or PRSSA pages. Conducting both of these searches for each ACEJMC listing ensured results from accredited as well as non- ­accredited programs. These first two research steps provided the names, locations, and websites for the agencies to be studied. The third research step involved a web search of Google, the agency FIGURE 3 FIGURE 4 Page 58 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 website, and the university website to compile the following information categories:  Name: The name of the agency.  School: The college or university the agency is a par t of.  Website: The site serving as the pr imary information hub for the agency.  Social Media: The types of and links to the social media platforms used by the agency.  Program Affiliation: The program, track, or college within the university that the agency is directly associated with, as well as if the agency is affiliated with any AAF or PRSSA chapter on campus. Agencies that are designated as “nationally affiliated” by PRSSA are also noted (Nationally Affiliated Firms, 2013).  Founding Date: The year that the agency was founded. If a date is not stated, the year the agency developed a Facebook page was recorded.  Member Number: The number of students cur rently participating in the agency.  Services: The services provided by the agency, as listed on their website or social media.  Agency Structure: A listing of the types of positions or titles students hold.  Financial Structure: Whether the agency charges for services (paid) or is entirely pro-­ bono.  Client Examples: A selection of the types of clients the agency works with or has previously worked with.  Additional Sources: Included if websites outside of the agency’s main site or social media were used to find information. If information on a specific topic was not available, N/A was assigned to the category. To avoid out-­of-­date information and agencies that were no longer functioning, those agencies with the following characteristics were excluded from analysis:  Lack of a website and/or social media platforms  Website, blog, or social media that had not been updated in over six months  Broken URLs linked from social media or college websites  Insufficient information provided (fulfilling less than 50% of the desired information categories)  Limited services, such as those developed solely for competitions such as NSAC After gathering all material available which fit the fixed categories, the information on each agency was arranged into a one-­page, summarized format, found in Appendix A. TREND ANALYSIS Upon completion of the research, 54 agencies were found to exist, or previously exist, on ACEJMC university campuses. Fourteen of these agencies were excluded according to the previously set delineations. The 40 remaining agencies were then analyzed for trends, or easily observable patterns, that appeared in the collected data. Agency names were the only information category not included in this analysis. School The agencies analyzed were located at universities that spanned 22 states. Figure 1 pinpoints the locations of the universities. Agencies were most commonly found on campuses in the eastern half of the United States, more heavily concentrated on the eastern side of the midwest, and the FIGURE 5 Page 59 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 northern areas of the southeast. Only approximately 30% of the agencies were located in either the west or southwest regions of the country. Website The research shows that there is a trend in student-­run agencies purchasing their own domain name. For those analyzed, 75% of agencies had purchased a custom domain name (www.yournamhere.com). A subdomain (www.yourname.wordpress.com) was used by 15% of agencies, and 10% used pages provided by their university (www.college.edu/agency). Social Media The most prevalent social media platforms utilized by agencies were Facebook, Twitter, and YouTube. Facebook was the most widely used platform, with 95% of agencies possessing a public fan page. Twitter was not far behind, at 87.5%. YouTube fell behind these two principle platforms, but was substantially more popular than remaining platforms, at 22.5%. Some agencies did diversify their social media by including platforms such as Instagram, Pinterest, and Foursquare, but the numbers are not significant, following at 5% or below. The most common content on both Facebook and Twitter were agency updates and industry news. Due to the previously set rules for exclusion, the large majority of these platforms had been updated in the past six months. Posting times varied – some agencies posted multiple times per day while others spaced out posts by multiple days or weeks. Program Affiliation Generally, agencies were listed as having an affiliation with some group on campus, both academic and professional. Two agencies did receive a N/A designation for this category. While they are recognized as a campus organization, an association with any specific program could not be found. FIGURE 6 FIGURE 7 FIGURE 8 FIGURE 9 Page 60 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 In terms of an academic program, 25 of the agencies were part of a specific college or track on campus. However, 8 of these had a secondary link to a professional organization as well. The only two professional organizations linked to any of the analyzed agencies was AAF or PRSSA. Seventeen agencies described themselves as a part of the campus’s PRSSA chapter, with 11 of these also being recognized as nationally affiliated with PRSSA. While AAF does not have any official recognition of agency affiliation, four agencies listed themselves as associated with or part of the local AAF chapter. No agencies were listed as affiliated with both PRSSA and AAF. Overall, this data suggests that an academic program affiliation is the most common, but a link to a professional chapter, specifically PRSSA, is not far behind. Founding Dates The majority of the agencies analyzed have come into existence only over the last 13 years. Of the 40 analyzed, only 6 of them, or about 19%, were founded before the year 2000. Nine agencies did not have a listed founding date, and received a N/A designation. The distribution can be seen in Figure 4, below. Shown in Figure 6, 55% of agencies studied were founded in the last 6 years, at an average of per year. Twenty-­six percent of agencies founded more than 6 years ago landed between the year 2000 and 2007. In general, this data shows there has been a trend over the past 13 years, but especially over the past 6 years, for new agencies to start up. Agency Size (member number) To analyze agency size, agencies were divided into three distinct groups – small (0 to 25 members), midsize (26-­50 members), and large (51+ members) agencies. The majority, at 42%, of agencies did not provide information on the size of the agency or number of members, and were given a N/A designation. The size group that the largest percentage of agencies fell in was the midsize, at 28%, followed by small, at 22%. After determining agency sizes, the size and founding dates were analyzed together to uncover any correlation between the number of members and the age of the agency. Small agencies were generally founded more recently, with 75% of them founded in the last six years, or since 2007. Midsize agencies tended to be only a few years older than small agencies, with 40% founded before 2007, and 60% after 2007. All large agencies were founded earlier than 2007. The primary trend in this data indicates that more recently founded agencies have smaller numbers of participants, and suggests that numbers may grow over time. Services Provided Aside from one, all agencies described in varying amounts of detail the types of services they provided. Some had entire webpages dedicated to the information, while others had only a few broad services listed in their descriptions or ‘about’ pages. Often, services were grouped into categories and broken down from there. The most common categories were advertising, public relations, graphic design, research, and strategy. FIGURE 10 Page 61 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Agency Structure Most commonly, websites featured only the titles and names of the executive team as opposed to all members of the agency. The agency was usually led by a CEO, president, or agency director, and had a leadership team consisting of directors of various departments such as creative, account services, research, social media, or public relations. Some agency structures had more of a ‘club’ feel, with positions such as communications or social media officers. The majority of agency titles followed those that one would find in a professional agency, such as account executive, designer, community managers, or copywriters. Financial Structure At 55%, just above half of agencies surveyed did not give any clues into their financial structure, or if they produced pro-­ bono or fee-­based work. While no agency directly applied costs to their services, 32% of them did make some mention of fees or costs associated with the work (see Figure 10). To make this mention more discreet and to avoid directly laying out rates, some sites (found in Appendix A) included phrases such as:  “…full-­service, revenue generating agency” (Imagewest)  “This is a real company, working with real paying clients.” (Riverfront Public Relations)  “Our business and agency partners are required to make an investment for work done by MOJO Ad. All fees are reinvested back into MOJO Ad.” (Mojo Ad) Phrases that signaled to potential clients that work was pro- ­bono included:  “…non-­profit work for real world clients” (AdWerks)  “Could your business or organization use free, quality public relations services from motivated Ohio University students?” (ImPRessions)  “…offers design and consultation services free of charge to local establishments, non-­ profits and student organizations.” (Minutemen Creatives) Clients The clients listed on each agency’s websites came from a variety of industries, and were both for-­ and non-­profit. Most commonly, clients were small, local businesses or on-­campus groups or programs. Some agencies did set limitations on things such as the total number of or types of clients. Some agencies only accepted one client per semester, dedicating the entire team to the campaign. Others limited the types of clients to only on-­campus or only non-­profit. BEST PRACTICES A number of best practices can be suggested based upon the trends analyzed from the collected information in this project, as well as the author’s own experience in a student-­run agency. Purchase a custom web domain name. The agency website is an important factor to look at as it is a primary contact point for potential clients, as well as a factor FIGURE 11 Page 62 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 in developing the tone for the agency. While website design can be a complicated and strategy-­heavy process, student agencies do have control over one of the first things noticed-­ the domain name. The domain name is an important aspect in setting a professional tone for the website. For example, a client may think of an agency as more qualified or professional if they have their own domain, as opposed to a university-­provided or free domain. Even if the agency does not have the budget for web hosting or the resources to code and customize their own site, many of the free site builders, such as Wordpress, do have an option to purchase a customized domain name at relatively low cost. Place an emphasis on Facebook and Twitter, but keep any other linked social media active as well. While almost all agency sites possessed Facebook and Twitter accounts, some were not utilized as well as others. Having both of these primary platforms, and keeping them updated regularly, builds the agency’s brand equity. This is especially important in any agency offering social media services; it is vital that they showcase their skills within their own brand. Using other platforms such as Instagram or Pinterest may help to reach an additional audience, or set an agency apart from others. However, having additional social platforms that are visibly linked from the agency site, but are not updated or used may cast a doubtful shadow on the agency’s resources or abilities. Have both academic and professional affiliations. Having an agency associated with an academic program lends credibility to the work produced by the students, as well as increased commitment. If the agency is run based upon getting course credit and has set hours similar to how a class would, it can be assumed there may be a higher level of commitment from the students. Agencies that function as more of a registered student organization (RSO) may have less requirements and overall commitment. A once-­per-­ week meeting time may not provide students enough time or guidance to produce professional-level work. These RSO’s may also not have appropriate repercussions should commitment lag, as opposed to an agency with course credit that may affect grades or graduation. Affiliations with professional organizations such as AAF or PRSSA are important in providing networking and learning opportunities with other industry professionals as well as other benefits. By applying and being recognized as a PRSSA Nationally Affiliated Firm, agencies have access to a future client referral system and the ability to apply for student-­run firm awards for further recognition. Keep the agency size small during the first year, and grow as it becomes more established. The trend in agency size shows that in their first few years, agencies tend to fall within the small size range. While it is possible for an agency to start out with a greater number of students, it may run into the ‘too many cooks in the kitchen’ problem. It would be beneficial to keep the agency in the small size range, under 25, during the first year or so of existence. As agency processes and structure become more established and as the client base grows, more students can be hired on. If the client base is fairly steady, it may be helpful to also cap the number of students hired in order FIGURE 12 Page 63 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 to keep the application process competitive. Group services into broad categories and break them down from there. Clients aren’t always sure what they’re looking for, or are as familiar with industry terms. Though ‘strategic communication plans’ may make perfect sense to a student, a client unfamiliar with the idea may not realize the variety of work that is able to be produced under this category. A one sentence description of services is generally not enough to truly portray the range of abilities of an agency, unless the agency provides only very specialized, limited services. Examples of work associated with the listed services also may serve as proof of abilities in certain subjects, as seen in the first example below. Figures 11 and 12 are screenshots of agency websites with effective service information, featuring clear breakdowns and descriptions (Imagewest: Work, 2013) (Services, 2013) . Figure 11 shows an example of how service descriptions can also be linked to previously done client work. Let clients know whether your work is fee based or pro-­ bono. In the professional world, clients know that agencies will be charging fees for their work. However, with a student agency it’s not always as clear. Do students actually charge, or is this simply an academic experience for them? There are ways to discreetly mention the agency’s financial structure without laying out specific fees or costs, as some examples in the trend analysis section show. Mentioning costs may also help to focus the client base and save time. CONCLUSION There are many different types and models of student-­run agencies that exist on campuses today, as well as certain trends that emerge based on those structures. The vast majority of research seems to point towards the idea that these agencies are a valuable learning opportunity for students hoping to get into the advertising or public relations industries. The experience of applying classroom knowledge and learning professional skills is something that many courses are not able to provide. Research on these student-­run agencies is important but still fairly scarce when it comes to information on currently existing agencies. The purpose of this paper was to provide a starting point for those either already involved with a student agency, or those who may be looking to begin one. FURTHER RESEARCH As a large part of this project was listing and providing contact information for selected agencies, it serves as a useful basis for a wide range of further research. A few suggestions include conducting similar research in order to develop one-­ page fact sheets that include agencies on other campuses that do not have an ACEJMC-­accredited program. A trend analysis and best practice recommendations could be applied as well. More in-­depth research on each of the selected agencies could also be done, potentially using more primary qualitative research techniques to provide insights that lead to better best practice recommendations. There is a great variety of research that could be conducted using this project’s deliverables as a starting point. Page 64 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Imagewest-­ an award-­winning and one-­of-­a-­kind advertising and public relations agency. (2005). Public Relations Quarterly, 50(3). About PRSSA. (2013). Retrieved from PRSSA -­ Public Relations Student Society of America: http:// www.prssa.org/about ACEJMC Accredited Programs 2012-­2013. (2013). Retrieved from ACEJMC -­ Accrediting Council on Education in Journalism: http://www2.ku.edu/~acejmc/STUDENT/ PROGLIST.SHTML General Information. (2013). Retrieved from ACEJMC -­ Accrediting Council on Education in Journalism: http:// www2.ku.edu/~acejmc/PROGRAM/ GENINFO.SHTML#HIST Imagewest: Work. (2013). Retrieved from WKU Imagewest: http://www.wkuimagewest.com/work Nationally Affiliated Firms. (2013). Retrieved from PRSSA: Public Relations Student Society of America: http:// www.prssa.org/chapters/firms/Affiliated_Firms/ Services. (2013). Retrieved from Happy Valley Communications: http:// www.happyvalleycommunications.com/our-­services/ Student-­run firms. (2013). Retrieved from PRSSA -­ Public Relations Student Society of America: http:// www.prssa.org/chapters/firms/ Bush, L. (2009). Student Public Relations Agencies: A Qualitative Study of the Pedagogical Benefits, Risks, and a Framework for Success. Journalism & Mass Communication Educator , 27-­38. Bush, L., & Miller, B. M. (2011). U.S. student-­run agencies: Organization, attributes and adviser perceptions of studentlearning outcomes. Public Relations Review, 37, 485-­491. College Chapter Guide to Success. (n.d.). Retrieved from AAF - ­ American Advertising Federation: http://www.aaf.org/ images/public/aaf_content/images/education/ CollegeChapterSuccess_Gui de_web.pdf Maben, S. K. (2010). A Mixed Method Analysis Of Undergraduate Student-­Run Public Relations Firms On U.S. College Campuses. Retrieved from http:// digital.library.unt.edu/ark:/67531/metadc30486/m2/1/ high_res_d/dissertation.pdf Seamon, M. C. (2010). The Value of Accreditation: An Overview of Three Decades of Research Comparing Accredited and Unaccredited Journalism and Mass Communication Programs. Journalism & Mass Communication Educator, 65(1), 9-­20. Swanson, D. J. (2007). Training future PR practitioners and serving the community through a “learning by doing” undergraduate university curriculum. Public Relations Quarterly, 52(3), 15-­20. Swanson, D. J. (2011). The student-­run public relations firm in an undergraduate program: Reaching learning and professional development goals through ‘real world’ experience. Public Relations Review, 37, 499-­505. REFERENCES Page 65 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: The Capstone Agency School: University of Alabama Website: www.capstoneagency.org Social Media: Facebook: www.facebook.com/capstoneagency Twitter: www.twitter.com/CapstoneAgency Program Affiliation: PRSSA Founding Date: n/a Member Number: 55 Services: Research (Qualitative and Quantitative) focus groups, in-depth interviews, surveys, formative research Media Relations news releases, media kits, media pitching Promotions and Advertising logos, PSAs, promotional materials, collateral, photography Writing and Editing feature stories, newsletters, op-ed pieces, speech writ­ ing, communications plans, campaign plans New Media special event planning, website creation and development, so­ cial media development and monitoring Agency Structure: Firm Director/Assistant Director Director of PR Director of Creative Services Director of Media Relations Director of Account Services Digital Director/Assistant Director Director of Insights PRSSA President Agency Advisor Financial Structure: Paid Client Examples: The Century Council LTUT Campaign University of Alabama Student Government Association Midtown Village shopping center Alabama Public Libraries The Big Read Initiative APPENDIX A http://www.capstoneagency.org/ http://www.facebook.com/capstoneagency http://www.twitter.com/CapstoneAgency Page 66 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: AdCats School: University of Arizona Website: www.arizonaadcats.com Social Media: Facebook: www.facebook.com/AdCats Program Affiliation: Eller College of Management (non-accredited) AAF Founding Date: 2009 Member Number: n/a Financial Structure: n/a Services: Marketing— advertising campaign creation, print media pieces, brand strategy, marketing research, publications and direct marketing Public Relations— event planning, event promotion, press releases, community relations, media management Interaction & Social Media— Facebook, twitter pages, buzz-marketing Agency Structure: Creative Director Account Director PR Director Media Coordinator Office Administrator Client Examples: Manzo Elementary School http://www.arizonaadcats.com/ http://www.facebook.com/AdCats Page 67 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: PRactical ADvantage Communications School: California State University Fullerton Website: www.practicaladvantagecomm.org Social Media: Facebook: www.facebook.com/PRactical.ADvantage.Communications Twitter: www.twitter.com/PR_AD_CSUF YouTube: www.youtube.com/PRacticalADvantage Program Affiliation: College of Communications Founding Date: 2011 Member Number: 46 Financial Structure: Paid Services: Strategic Communication Planning Research / Data Analysis Social Media Development and Management Event Planning / Coordination Promotions / Publicity News Releases and Media Kits Brochure Design / Creation Public Service Announcements Newsletters Feature Articles Graphic Design Agency Structure: n/a Client Examples: Irvine Police Department Fullerton Arboretum Culinary Coach Kandy Shop Women's Empowerment Conference http://www.practicaladvantagecomm.org/ http://www.facebook.com/PRactical.ADvantage.Communications http://www.twitter.com/PR_AD_CSUF http://www.youtube.com/PRacticalADvantage Page 68 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Tehama Group Communications (TGC) School: California State University Chico Website: www.tehamagrouppr.com Social Media: Facebook: www.facebook.com/Tehamagroupcommunications Twitter: www.twitter.com/TehamaGroup YouTube: www.youtube.com/theTehamaGroup Blog: www.tehamagroup.blogspot.com/ Instagram: www.instagram.com/tehamagroup Program Affiliation: Department of Journalism & Public Relations Founding Date: 1990 Member Number: 25 Financial Structure: n/a Services: Brand Development Web Design Social Media Assistance Graphic Design Promotional Video Work Agency Structure: Faculty Advisor General Manager PR Director Online Communications Director Social Media Director Editorial Director Art Director Account Executive Photo and Video Graphic Design Client Examples: Glen Oaks Swim and Tennis Club CSU 2013 Alcohol & Other Drugs Educational Conference CSU Department of Journalism & Public Relations Paradise Charter School Additional Sources: www.csuchico.edu/jour/pro_work/faq_tgc.shtml http://www.tehamagrouppr.com/ http://www.facebook.com/Tehamagroupcommunications http://www.twitter.com/TehamaGroup http://www.youtube.com/theTehamaGroup http://www.tehamagroup.blogspot.com/ http://www.instagram.com/tehamagroup http://www.csuchico.edu/jour/pro_work/faq_tgc.shtml Page 69 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: TriSight Communications School: University of Southern California Website: www.trisight.org Social Media: Facebook: www.facebook.com/TriSight Twitter: www.twitter.com/TriSightComm Blog: www.trisightcommunications.wordpress.com Program Affiliation: School for Communication & Journalism Founding Date: 2003 Member Number: 50 Financial Structure: n/a Services: Strategic Planning Corporate Identity and Branding Media Relations Product Launches and Event Planning Agency Structure: President/Co-President VP of Internal Relations VP of Accounts VP of Events Client Examples: USC Students of Fine Arts Association Alhambra Source KidPower! British Consulate General Los Angeles The Wonder of Reading http://www.trisight.org/ http://www.facebook.com/TriSight http://www.twitter.com/TriSightComm http://www.trisightcommunications.wordpress.com/ Page 70 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 School: San Jose State University Website: www.dbh.sjsu.edu Social Media: Facebook: www.facebook.com/pages/San-Jose-CA/Dwight-Bentel-Hall- Communication/62334578109?ref=mf Program Affiliation: School of Journalism and Mass Communications Founding Date: n/a, joined Facebook in 2009 Member Number: n/a Financial Structure: n/a Services: Advertising— consumer and business to business communications, account management, brand development, creative services Public Relations— media outreach, corporate communications, community relations, event planning Media— strategic media planning, production (print, video) Agency Structure: n/a Client Examples: AAF Competition JMC, SJSU School of Journalism and Mass Communications NARF Animal Rescue San Jose Children Theater http://www.dbh.sjsu.edu/ Page 71 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: AdWerks School: University of Florida Website: www.adwerksuf.org Social Media: Facebook: www.facebook.com/AdWerksUF Program Affiliation: AAF Founding Date: n/a Member Number: n/a Financial Structure: Pro-bono Services: Creative Materials— print, outdoor, and web ads, logo design, company slogans, web videos, tv storyboards, radio scripts, guerilla marketing tactics Media Planning Event Planning Research and Strategy Branding Concept and Campaign Planning Agency Structure: Account Director Creative Director Art Director Media Planner Account Executive Copywriter Graphic Designer Client Examples: The University Athletic Association The Red Cross Volta Coffee Orion Fitness Gym Additional Sources: www.ufadsociety.com/adwerks http://www.adwerksuf.org/ http://www.facebook.com/AdWerksUF http://www.ufadsociety.com/adwerks Page 72 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Alpha PRoductions School: University of Florida Website: www.ufalphaproductions.com Social Media: Facebook: www.facebook.com/AlphaPRoduction Twitter: www.twitter.com/AlphaPRoduction Program Affiliation: PRSSA (nationally affiliated) Founding Date: 1981 Member Number: 40 Financial Structure: n/a Services: Branding Community Relations Corporate Social Responsibility Event Planning Internal Communications Issues Management Media Relations Promotion Relationship Management Research Social Networking Agency Structure: Managing Director Assistant Director Account Executive Account Associates Client Examples: United Way of North Central Florida Tioga Dental Smarter Moving Solutions Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.ufalphaproductions.com/ http://www.facebook.com/AlphaPRoduction http://www.twitter.com/AlphaPRoduction http://www.prssa.org/chapters/firms/Affiliated_Firms Page 73 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Talking Dog Advertising School: University of Florida Website: www.talkingdogadvertising.wordpress.com Social Media: Facebook: www.facebook.com/TalkingDogAdvertising Twitter: www.twitter.com/TalkingDogAdv Program Affiliation: Grady College of Journalism and Mass Communication Founding Date: Rebranded/launched in 2012 Member Number: n/a Financial Structure: n/a Services: Event promotion Rebrand Buzz creation Agency Structure: Account Director Director of New Business Technology Director Promotions Director Creative Director Faculty Advisor Client Examples: Aerofit Athens Heirloom Café The Olivia Anne Hellwig Foundation Always Baked Goodies Factory http://www.talkingdogadvertising.wordpress.com/ http://www.facebook.com/TalkingDogAdvertising http://www.twitter.com/TalkingDogAdv Page 74 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Creative Consultants School: University of Georgia Website: www.ugacreativeconsultants.com Social Media: Facebook: www.facebook.com/ugacc Twitter: www.twitter.com/UGACC Program Affiliation: PRSSA Founding Date: n/a, joined Facebook in 2009 Member Number: n/a Financial Structure: n/a Services: Websites Logos Print Collateral Social Media Campaigns Event Planning and Implementation Agency Structure: Director Assistant Director of Recruitment and Publicity Assistant Director of Internal Communication Client Examples: Chick-fil-A Barnett Shoals The Wilderness Society Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.ugacreativeconsultants.com/ http://www.facebook.com/ugacc http://www.twitter.com/UGACC http://www.prssa.org/chapters/firms/Affiliated_Firms Page 75 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Cardinal Communications School: Ball State Website: www.cardinalcomm.org Social Media: Facebook: www.facebook.com/cardinalcommunications Twitter: www.twitter.com/cardinalcomm YouTube: http://www.youtube.com/cardinalcomm Program Affiliation: Department of Journalism PRSSA (nationally affiliated) Founding Date: 1976 Member Number: n/a Financial Structure: Paid Services: Digital— community engagement, consumer research, social media campaigns and monitoring, trend watch Strategy— advertising campaigns, media planning, media relations, promotional content Creative— branding/re‐branding, logos, promotional materials, style guides, video production, web design Events— analysis, planning, promotion, support Agency Structure: Executive Directors Professional Development Committee Account Directors/Coordinators Creative Director/Coordinators Digital Director/Coordinators Video Director/Coordinators Faculty Advisor Client Examples: American Red Cross Asian American Alliance, Inc Goodwill College of Communication Information and Media Additional Sources: www.cms.bsu.edu/academics/collegesanddepartments/journalism/academics andadmissions/programsofstudy/bachelorsdegrees/programfeatures/handsoni mmersivelearningexperiences/cardinalcommunications http://www.cardinalcomm.org/ http://www.facebook.com/cardinalcommunications http://www.twitter.com/cardinalcomm http://www.youtube.com/cardinalcomm http://www.cms.bsu.edu/academics/collegesanddepartments/journalism/academics Page 76 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Inspire Public Relations School: University of Iowa Website: www.inspirepriowa.wordpress.com Social Media: Facebook: www.facebook.com/InspirePublicRelations Twitter: www.twitter.com/InspirePRIowa Program Affiliation: PRSSA (nationally affiliated) Founding Date: 2009 Member Number: 22 Financial Structure: n/a Services: Media Relations Social Media Design Market Research Event Planning Community Relations Agency Structure: Faculty Advisor Co-Directors Professional Advisor Account Executives Client Examples: Polar Plunge Molly's Cupcakes Sure Steps Systems Unlimited Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.inspirepriowa.wordpress.com/ http://www.facebook.com/InspirePublicRelations http://www.twitter.com/InspirePRIowa http://www.prssa.org/chapters/firms/Affiliated_Firms Page 77 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Imagewest School: Western Kentucky University Website: www.wkuimagewest.com Social Media: Facebook: www.facebook.com/wkuimagewest Twitter: www.twitter.com/imagewest YouTube: http://www.youtube.com/WKUImagewest Program Affiliation: School of Journalism and Broadcasting AAF Founding Date: 2004 Member Number: 10-12 Financial Structure: Paid Services: Advertising— consulting, corporate branding, strategic marketing and digital planning, guerilla marketing, media planning and buying, professional training Public Relations Services— press kits, news releases, media releases, publicity, image building, press conference coordination Graphic Design— logos, stationary, brochures, direct mail, outdoor, ads, packaging, point of purchase, signage, CD+DVD Digital Marketing— website design, social media, blogs/e‐mail marketing Corporate Communication— newsletters, copywriting, presentations, feature stories, speech writing, trade show & event planning Oversize Printing— posters, banners Research— focus group coordination and facilities, secret shopper reports, market & product research Video Production— commercials, corporate videos, PSA's Agency Structure: PR Coordinator Account Executive Graphic Designer Broadcast Coordinator Web designer Client Examples: Carolina Accounting and Tax Solutions Indian Hills Country Club Koon Natural Foods http://www.wkuimagewest.com/ http://www.facebook.com/wkuimagewest http://www.twitter.com/imagewest http://www.youtube.com/WKUImagewest Page 78 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Hubbell Connections School: Michigan State Website: www.hubbellconnections.com Social Media: Facebook: www.facebook.com/HubbellConnections Twitter: www.twitter.com/HubbellPR Program Affiliation: PRSSA (nationally affiliated) Founding Date: 2006 Member Number: n/a Financial Structure: n/a Services: Media Relations Brand & Image Management Social Media Tools, Tactics and Training Blogging Location-Based Marketing Website Content Creation Print and Promotional Collateral Brochures Advertisements PSA’s Event Coordination Market Research Strategic Planning Newsletter Design Agency Structure: Agency Director Account Manager Account Executives Client Examples: Wanderer's Teahouse and Café The YMCA of Downtown Lansing Capital City Film Festival Jeanologie Boutique Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.hubbellconnections.com/ http://www.facebook.com/HubbellConnections http://www.twitter.com/HubbellPR http://www.prssa.org/chapters/firms/Affiliated_Firms Page 79 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Riverfront Public Relations School: Southeast Missouri State University Website: www.riverfrontpublicrelations.com Social Media: Facebook: www.facebook.com/RiverfrontPR Twitter: www.twitter.com/RiverfrontPR Program Affiliation: PRSSA Founding Date: n/a Member Number: 19 Financial Structure: Paid Services: Writing— news releases, pitch letters, newsletters, speeches, news/feature stories, questionnaires, surveys, polls Social Media— blogging, microblogging, social media Design— webpage design, flyers, presentations, graphic design Branding— slogan, logo, mission statement, goals and objectives Other— special events planning, media kits Agency Structure: Firm Director/Assistant Account Executive Media Relations Chair Administrative Assistant Website Chair PR Director Staff Client Examples: Sikeston City Re-Brand Additional Sources: www.southeastarrow.com/story/1959863.html http://www.riverfrontpublicrelations.com/ http://www.facebook.com/RiverfrontPR http://www.twitter.com/RiverfrontPR http://www.southeastarrow.com/story/1959863.html Page 80 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: MOJO Ad School: University of Missouri Website: www.mojo-ad.com Social Media: Facebook: www.facebook.com/MojoAd Twitter: www.twitter.com/MOJOAd YouTube: www.youtube.com/THEMOJOAD Program Affiliation: School of Journalism Founding Date: 2005 Member Number: 30 Financial Structure: Paid Services: Strategic Communication Plan— situation analysis, primary research, target audience and insights, communications strategy, creative brief, creative exe­ cutions, integrated media plan Agency Structure: Account Executive Account Planner PR AE Media Planner Copy Editor Interactive Specialist Researcher Copywriter Art Director Graphic Designer Social Media Strategist Client Examples: U.S. Bank Hallmark Redbox Purina http://www.facebook.com/MojoAd http://www.twitter.com/MOJOAd http://www.youtube.com/THEMOJOAD Page 81 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Jacht Ad Lab School: University of Nebraska Lincoln Website: www.thejachtclub.com Social Media: Facebook: www.facebook.com/JachtAdLab Twitter: www.twitter.com/JachtAdLab YouTube: www.youtube.com/channel/UCIoADE4F_lgqgXizkslAfbA Pinterest: www.pinterest.com/jachtadlab/ Blog: www.jachtadlab.tumblr.com/ Program Affiliation: College of Journalism and Mass Communications Founding Date: 2010 Member Number: 29 Financial Structure: Paid Services: Branding and re-branding Web design and management Social media strategy, content, and evaluation Strategic planning Event planning and promotion Market research-­ qualitative and quantitative Video production Collateral material design Photography Agency Structure: Faculty Advisor Professional Advisors CEO Account Executive Creative Director Video/Photography Director Social Media Director Web Director Client Examples: Iguana's Bar Shrine Bowl Nebraska State Stroke Association Pinnacle Bank Arena http://www.thejachtclub.com/ http://www.facebook.com/JachtAdLab http://www.twitter.com/JachtAdLab http://www.youtube.com/channel/UCIoADE4F_lgqgXizkslAfbA http://www.pinterest.com/jachtadlab/ http://www.jachtadlab.tumblr.com/ Page 82 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Hill Communications School: Syracuse University Website: www.hill-communications.org Social Media: Facebook: www.facebook.com/HillComm Twitter: www.twitter.com/HillCommPR Foursquare: www.foursquare.com/hillcommpr Program Affiliation: S.I. Newhouse School of Public Communications PRSSA (nationally affiliated) Founding Date: 2001 Member Number: n/a Financial Structure: n/a Services: Research campaigns Press releases and media relations Publicity campaigns and event planning Branding Crisis communication plans Agency Structure: Firm Director/Assistant Director Account Supervisor Account Executive Faculty Advisor Faculty Consultants Client Examples: Syracuse Parks Conservancy Syracuse Stage North Medical, P.C. Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.facebook.com/HillComm http://www.twitter.com/HillCommPR http://www.foursquare.com/hillcommpr http://www.prssa.org/chapters/firms/Affiliated_Firms Page 83 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: TNH School: Syracuse University Website: www.tnhsyracuse.com Social Media: Facebook: www.facebook.com/tnhsyracuse Twitter: www.twitter.com/TNH_SU Program Affiliation: S.I. Newhouse School of Public Communications Founding Date: 2007 Member Number: n/a Financial Structure: n/a Services: Strategy— industry research, competitor analysis, focus groups, interviews Creative— branding, print & web design, copywriting, television commercials Media— consulting, planning, buying, social media Agency Structure: President Vice President Managing Director Creative Director Strategy Director New Business/Client Relations Strategy Director Client Examples: Steiner Sports Hopenhagen Visit Syracuse Syracuse University Mayfest 2010 http://www.tnhsyracuse.com/ http://www.facebook.com/tnhsyracuse http://www.twitter.com/TNH_SU Page 84 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Live Oak Communications School: Elon University Website: www.liveoakcommunications.com Social Media: Facebook: https://www.facebook.com/liveoakcommunications/ Twitter: www.twitter.com/liveoakcomm Flickr: www.flickr.com/photos/liveoakcommunications Program Affiliation: n/a Founding Date: 2007 Member Number: 30-40 Financial Structure: n/a Services: Web sites Social media Promotional videos PSA's Brochures In-store signage Print ads Broadcast spots Agency Structure: Director/Assistant Director Team Leaders Production Managers Account Executives Creative Coordinators Client Examples: Farm Bureau, North Carolina Durham Arts Council The Sunshine Center Additional Sources: www.elon.edu/e‐net/Article/63139 http://www.liveoakcommunications.com/ http://www.twitter.com/liveoakcomm http://www.flickr.com/photos/liveoakcommunications http://www.elon.edu/e- Page 85 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Heelprint Communications School: University of North Carolina Chapel Hill Website: www.heelprintcommunications.com Social Media: Facebook: www.facebook.com/heelprintcomm Twitter: www.twitter.com/heelprint Program Affiliation: School of Journalism and Mass Communication PRSSA Founding Date: 2009 Member Number: 10 Financial Structure: Paid Services: Logo design Promotional print pieces Web design Media monitoring Event planning Social media campaigns Traditional PR Market research Ad creation Branding Agency Structure: Executive Team Human Resources Director Producer Strategist Graphic Designer Faculty Advisor Client Examples: Farmer Foodshare Challenge Streets Deli Restaurant and Market Innovate@Carolina Tennessee PTA Additional Sources: www.blueandwhitemag.com/issues/volume-15-issue-1-october2012/leaving-a- print www.slideshare.net/amydobrzynski/heelprint-communications-jomc-board-of- advisors http://www.heelprintcommunications.com/ http://www.facebook.com/heelprintcomm http://www.twitter.com/heelprint Page 86 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: ImPRessions School: Ohio State University Website: www.ouimpressions.com Social Media: Facebook: www.facebook.com/pages/Ohio-University- ImPRessions/312729626194?ref=ts Twitter: www.twitter.com/OUImPRessions Program Affiliation: E.W. Scripps School of Journalism PRSSA (nationally affiliated) Founding Date: 2003 Member Number: 150-200 Financial Structure: Pro-bono Services: Public relations strategies and tactics Agency Structure: CEO Vice President Account Supervisor Account Executive Account Associates Client Examples: Southern Ohio Copperheads Baseball Cardinal Health OU Bird Ice Arena Athens County Humane Society Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.ouimpressions.com/ http://www.prssa.org/chapters/firms/Affiliated_Firms Page 87 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: The Tannery School: Kent State University Website: www.thetannerycommunications.com Social Media: Twitter: www.twitter.com/TheTanneryComm Program Affiliation: College of Communication and Information Founding Date: n/a, joined Facebook in 2009 Member Number: n/a Financial Structure: n/a Services: Branding Broadcast including radio and television spots Copywriting Identity Design Interactive Design and Development Print Design Public Relations and Media Relations Market Research Media Planning and Placement Strategic Marketing Campaigns User Experience Design Usability Studies Information Architecture Agency Structure: Management Associates Faculty Advisory Board Professional Advisory Board Client Examples: College of Architecture and Environmental Design iPlan: Graduation Planning Fe'Doctra Additional Sources: www.kent.edu/CCI/About/the-tannery.cfm http://www.thetannerycommunications.com/ http://www.twitter.com/TheTanneryComm http://www.kent.edu/CCI/About/the- Page 88 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Lindsey + Asp School: University of Oklahoma Website: www.lindseyandasp.com Social Media: Facebook: www.facebook.com/LindseyAndAsp Twitter: www.twitter.com/LindseyAndAsp YouTube: www.youtube.com/LINDSEYandASP Program Affiliation: The Gaylord College of Journalism and Mass Communications PRSSA (nationally affiliated) Founding Date: 2009 Member Number: 50 Financial Structure: n/a Services: Brand management Media relations Social responsibility Issue anticipation Digital, traditional, and social design work Digital strategy, monitoring, and evaluation Video production-­ traditional commercials, PSA's, corporate pieces, long-form production, animation Agency Structure: n/a Client Examples: Arthritis Foundation of OKC Rusty's Frozen Custard OU Library System Professional Oklahoma Educators Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.lindseyandasp.com/ http://www.facebook.com/LindseyAndAsp http://www.twitter.com/LindseyAndAsp http://www.youtube.com/LINDSEYandASP http://www.prssa.org/chapters/firms/Affiliated_Firms Page 89 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Allen Hall Public Relations School: University of Oregon Website: www.allenhallpr.com Social Media: Facebook: www.facebook.com/AllenHallPR Twitter: www.twitter.com/AllenHallPR Program Affiliation: PRSSA (nationally affiliated) Founding Date: 2000 Member Number: 29 Financial Structure: n/a Services: Public relations planning Media relations assistance Social media management Copywriting and editing Agency Structure: Faculty Advisor Firm Director/Assistant Director Business Development Director Editorial Services Director Account Executive Account Supervisor Client Examples: Jordan Schnitzer Museum of Art Veterans Housing City of Eugene American Public Works Association Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.allenhallpr.com/ http://www.facebook.com/AllenHallPR http://www.twitter.com/AllenHallPR http://www.prssa.org/chapters/firms/Affiliated_Firms Page 90 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Allen Hall Advertising School: University of Oregon Website: www.aha.uoregon.edu Social Media: Facebook: www.facebook.com/AllenHallAdvertising Twitter: www.twitter.com/ahadvertising Program Affiliation: n/a Founding Date: 1989 Member Number: 60 Financial Structure: n/a Services: Print campaigns Strategy Branding Video Events Research Interactive Agency Structure: n/a Client Examples: The Ford Alumni Center University of Oregon Libraries Neighborhoods USA Euguene UO Student Alumni Association http://www.aha.uoregon.edu/ http://www.facebook.com/AllenHallAdvertising http://www.twitter.com/ahadvertising Page 91 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Diamond Edge Communications School: Temple University Website: www.diamondedgecomm.com Social Media: Facebook: www.facebook.com/DECStudentRunAdAgency Program Affiliation: School of Media and Communication Founding Date: 2000 Member Number: n/a Financial Structure: n/a Services: Research Creative strategy Event planning Public relations & sponsorship Agency Structure: CEO Executive Creative Consultant Executive Account Manager Executive Art Director Executive Copy Director Group Account Director Account Manager Research Specialist Art Director Copywriter Public Relations Client Examples: Alzheimer's Association Temple Ad Department Adelphia Restaurant and bar The Academy of Natural Sciences Additional Sources: www.smc.temple.edu/advertising/opportunities/diamond-edge-communications -dec http://www.diamondedgecomm.com/ http://www.facebook.com/DECStudentRunAdAgency Page 92 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Prowl Public Relations School: Temple University Website: www.prowlpublicrelations.blogspot.com Social Media: Facebook: www.facebook.com/PRowlPublicRelations Twitter: www.twitter.com/prowlpr Program Affiliation: PRSSA (nationally affiliated) Founding Date: n/a, joined Facebook in 2010 Member Number: 28 Financial Structure: n/a Services: PR Campaigns Event promotion Media outreach Relationship building Strategic communication plans Agency Structure: Firm Director/Assistant Director Director of Finance Director of Public Relations Client Examples: Lemon Hill Mansion Ursula's About PHace Temple University Television American Cancer Society's Relay for Life of South Philadelphia Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.prowlpublicrelations.blogspot.com/ http://www.facebook.com/PRowlPublicRelations http://www.twitter.com/prowlpr http://www.prssa.org/chapters/firms/Affiliated_Firms Page 93 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Happy Valley Communications School: Pennsylvania State Website: www.happyvalleycommunications.com Social Media: Facebook: www.facebook.com/happyvalleycommunications Twitter: www.twitter.com/happyvalleycomm Program Affiliation: Pennsylvania State Founding Date: 2009 Member Number: 50 Financial Structure: n/a Services: Research— focus groups, surveys, evaluation measurements, case study analysis, social media strategy Media Relations— news releases, press kits, media pitching, interview training, broadcast spots Event Management— promotions, media coverage, creative materials, event logistics Writing— feature stories, op-ed pieces, editing and layout, social media content development, press releases Campaign Planning— full campaign, creative materials, brand identity, marketing messages Agency Structure: Executive Director Director of Communications Director of Business Affairs Director of Staff Relations Account Executives Account Associates Creative Associates Client Examples: Momentum Fitness Webster's Bookstore Café Blue IV Global Entrepreneurship Week Additional Sources: www.news.psu.edu/story/155629/2011/09/12/student-run-happy-valley- communications-offers-professional-experience http://www.happyvalleycommunications.com/ http://www.facebook.com/happyvalleycommunications http://www.twitter.com/happyvalleycomm Page 94 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: The Carolina Agency School: University of South Carolina Website: www.jour.sc.edu/tca Social Media: None Program Affiliation: School of Journalism and Mass Communications PRSSA Founding Date: n/a Member Number: n/a Financial Structure: Paid Services: Event planning Strategic marketing plans Agency Structure: Account Supervisor Creative Director Media Relations Specialist Event Planner Research Assistants Client Examples: Columbia Festival of the Arts Colonial Life Arena Christian Counseling Center Dupredukes Catering http://www.jour.sc.edu/tca Page 95 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Mitchell & Morris School: Abilene Christian University Website: www.morrisandmitchell.com Social Media: Facebook: www.facebook.com/morrisandmitchell Twitter: www.twitter.com/morris_mitchell Blog: www.morrisandmitchell.tumblr.com Program Affiliation: Journalism & Mass Communication Founding Date: 2007 Member Number: n/a Financial Structure: Paid Services: Advertising— brand image development, media planning, print ads, bro­ chures, newsletters, direct mail, posters and banners Online Marketing— website design, social media, e-mail marketing, digital ads Press Relations— press kits, publicity, news releases, event marketing Research— market, secret shopper reports, consumer and product focus groups, polls and surveys Agency Structure: n/a Client Examples: ACU Opera Theater Herban Renewal Bath & Body Care Eternal Threads The Grace Museum http://www.morrisandmitchell.com/ http://www.facebook.com/morrisandmitchell http://www.twitter.com/morris_mitchell http://www.morrisandmitchell.tumblr.com/ Page 96 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Texas Tower PR School: University of Texas Austin Website: www.texastowerpr.wordpress.com Social Media: Facebook: www.facebook.com/texastowerpr Twitter: www.twitter.com/TexasTowerPR YouTube: www.youtube.com/texastowerpr Program Affiliation: PRSSA (nationally affiliated) Founding Date: 1968 Member Number: n/a Financial Structure: Pro-bono Services: Public relations tactics Agency Structure: Director Information Officer Social Media Officer Communications Officer Account Executive Client Examples: Candlelight Ranch Minis and Friends UT Career Services Offices Teatro Vivo Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.texastowerpr.wordpress.com/ http://www.facebook.com/texastowerpr http://www.twitter.com/TexasTowerPR http://www.youtube.com/texastowerpr http://www.prssa.org/chapters/firms/Affiliated_Firms Page 97 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Roxo School: Texas Christian University Website: www.tcuroxo.com Social Media: Facebook: www.facebook.com/tcuroxo Twitter: www.twitter.com/RoxoTCU Instagram: www.instagram.com/roxotcu Blog: www.roxologytcu.wordpress.com Program Affiliation: Schieffer School of Journalism Founding Date: 2012 Member Number: 17 Financial Structure: n/a Services: Advertising Public relations Strategic planning Research Copywriting Social media Digital and graphic design Creative development Media planning and relation Agency Structure: Agency Director Senior Account Director Product Manager Account Executive Art Director Copywriter Graphic Designer Researcher Videographer Public Relations Manager Channel Planner Client Examples: Schieffer School Graduate Program Bridgeway My Ride Dallas Go to Work! http://www.tcuroxo.com/ http://www.facebook.com/tcuroxo http://www.twitter.com/RoxoTCU http://www.instagram.com/roxotcu http://www.roxologytcu.wordpress.com/ Page 98 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: SWOOP School: University of North Texas Website: www.facebook.com/SwoopAgency Social Media: Facebook: www.facebook.com/SwoopAgency Twitter: www.twitter.com/swoopagency Program Affiliation: Mayborn School of Journalism Founding Date: 2011 Member Number: 15-20 Financial Structure: Paid Services: Advertising Public Relations Social Media Promotions Event Coordination Corporate Communications Graphic Design Branding Agency Structure: Account Executive Art Director Graphic Designer Copywriter Account Planner Public Relations Specialist Social Media Specialist Client Examples: Denton County Transit Authority TJ's Pizza Wings 'N' Things UNT Admissions Office UNT Health Science Center School of Public Health http://www.facebook.com/SwoopAgency http://www.facebook.com/SwoopAgency http://www.twitter.com/swoopagency Page 99 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Minutemen Creative School: University of Texas Austin Website: www.minutemencreatives.com Social Media: Facebook: www.facebook.com/MinuteMenCreativeAgency Twitter: www.twitter.com/mmcagency Program Affiliation: College of Communication Founding Date: 2011 Member Number: 30-35 Financial Structure: Pro-bono Services: Graphic Design — fliers, quarter sheet ads, social media account layouts, A- frames, t-shirt design, pamphlet, signs, logo, business cards Consultation services — campus advertising policies, campaign coordination, promotional strategy planning Agency Structure: President/Co-President Vice President Social Media Coordinator/Secretary Chief Financial Officer Account Services Director Creative Director Client Examples: University Film Alliance Engineers for a Sustainable World Women in Business Association Social Media Club http://www.minutemencreatives.com/ http://www.facebook.com/MinuteMenCreativeAgency http://www.twitter.com/mmcagency Page 100 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: TAGlines School: University of Texas Austin Website: www.texasadgroup.com/TAGlines Social Media: Facbook: www.facebook.com/taglinesut Twitter: www.twitter.com/TAGlinesUT Program Affiliation: AAF Founding Date: 2007 Member Number: 16 Financial Structure: Pro-bono Services: n/a Agency Structure: Program Director Account Planning Director Account Services Director Creative Director Art Director Interactive Director Media Director Public Relations Director Media Associate Interactive Associate Copywriter Account Services Associate Account Planning Associates Client Examples: Texas Rollergirls Big Brothers Big Sisters Housing Works Partnership For A Drug Free America Additional Sources: http://texasadgroup.com http://www.texasadgroup.com/TAGlines http://www.facebook.com/taglinesut http://www.twitter.com/TAGlinesUT http://texasadgroup.com/ Page 101 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Bradley Public Relations School: Brigham Young University Website: www.bradleypr.com Social Media: Facebook: www.facebook.com/bradleypr Twitter: www.twitter.com/byubradleypr Program Affiliation: PRSSA (nationally affiliated) Founding Date: 1986 Member Number: n/a Financial Structure: Paid Services: Research Strategic planning Media relations Social media Measurement and evaluation Agency Structure: n/a Client Examples: Utah County Corridor Expansino TravelWise Utah Department of Transportation CrimeReports Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.bradleypr.com/ http://www.facebook.com/bradleypr http://www.twitter.com/byubradleypr http://www.prssa.org/chapters/firms/Affiliated_Firms Page 102 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: SoapBox Creative Agency School: Brigham Young University Website: www.soapboxagency.net Social Media: Facebook: www.facebook.com/SoapboxCreativeAgency Twitter: www.twitter.com/Soapbox_Agency YouTube: www.youtube.com/SoapboxAgency Program Affiliation: Department of Communication Founding Date: n/a Member Number: n/a Financial Structure: n/a Services: Copy Design Public relations Video Agency Structure: n/a Client Examples: BYU Testing Center United Way http://www.soapboxagency.net/ http://www.facebook.com/SoapboxCreativeAgency http://www.twitter.com/Soapbox_Agency http://www.youtube.com/SoapboxAgency Page 103 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Bradley Public Relations School: Brigham Young University Website: www.bradleypr.com Social Media: Facebook: www.facebook.com/bradleypr Twitter: www.twitter.com/byubradleypr Program Affiliation: PRSSA (nationally affiliated) Founding Date: 1986 Member Number: n/a Financial Structure: Paid Services: Research Strategic planning Media relations Social media Measurement and evaluation Agency Structure: n/a Client Examples: Utah County Corridor Expansino TravelWise Utah Department of Transportation CrimeReports Additional Sources: www.prssa.org/chapters/firms/Affiliated_Firms http://www.bradleypr.com/ http://www.facebook.com/bradleypr http://www.twitter.com/byubradleypr http://www.prssa.org/chapters/firms/Affiliated_Firms Page 104 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: SoapBox Creative Agency School: Brigham Young University Website: www.soapboxagency.net Social Media: Facebook: www.facebook.com/SoapboxCreativeAgency Twitter: www.twitter.com/Soapbox_Agency YouTube: www.youtube.com/SoapboxAgency Program Affiliation: Department of Communication Founding Date: n/a Member Number: n/a Financial Structure: n/a Services: Copy Design Public relations Video Agency Structure: n/a Client Examples: BYU Testing Center United Way http://www.soapboxagency.net/ http://www.facebook.com/SoapboxCreativeAgency http://www.twitter.com/Soapbox_Agency http://www.youtube.com/SoapboxAgency Page 105 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 School: West Virginia University Website: klpurcell123.wix.com/martinhallagency Social Media: Facebook: www.facebook.com/martinhallagency Twitter: www.twitter.com/MHA_WVU Program Affiliation: School of Journalism Founding Date: 2011 Member Number: 50 member limit Financial Structure: Paid Services: Positioning Strategy Branding Execution Integrated Media iMedia Digital Media Social Media Graphic Design Event Management Agency Structure: n/a Client Examples: Solar Decathalon Pittsburgh Symphony Orchesttra School of Journalism at WVU News Bowl Snap Lab Media Additional Sources: www.journalism.wvu.edu/current_students/clubs_organizations/martin-hall-agency http://www.facebook.com/martinhallagency http://www.twitter.com/MHA_WVU http://www.journalism.wvu.edu/current_students/clubs_organizations/martin- Page 106 - Developments in Business Simulation and Experiential Learning, Volume 43, 2016 Name: Johnston Communications School: Marquette University Website: www.johnstoncommunications.weebly.com Social Media: Facebook: www.facebook.com/pages/Johnston-Communications-Student- Run-Firm/118693261530305 Twitter: www.twitter.com/JohnstonComm Program Affiliation: PRSSA Founding Date: 2010 Member Number: 13 Financial Structure: n/a Services: Print— brochure, newsletter, flyers, logo creation, fact sheets Campus Publicity— news briefs, table tents, chalking, banners, display case, window painting Online— website development, social media outreach, mass email, QR code creation Media— press releases, events calendars, advertising, media advisories Other— event planning, photography, filming, grassroots publicity tactics Agency Structure: Firm Director Creative Director/Assistant Social Media Coordinator Account Executive/Assistant Client Examples: The Delta Chi Fraternity Marquette Women's Rugby MU Alpha Chi Omega Sorority ActiveMinds http://www.johnstoncommunications.weebly.com/