Helping to define and protect the brand of a global company whose assets grew by more than 40 percent in just two years might seem like a job for a team of seasoned marketing professionals. But that鈥檚 exactly what 91探花 students Austin Davis, Jordyn McCulley and Madeline Miana did for St. Louis-based Energizer Holdings, Inc.
Davis and McCulley, communication students, and Miana, who studied graphic design, were part of an innovative hybrid program created by Energizer and Dustin York, EdD, director of undergraduate and graduate communication programs and associate professor of communication. The idea was born during the Communication Portfolio Defense.
鈥淭he portfolio defense is always a great opportunity for students to share the real-world projects they鈥檝e completed with business professionals, but the Energizer staff in attendance were amazed by the projects and wanted to do more with 91探花,鈥� York said. He recognized the opportunity immediately.
鈥淚 had worked full time following my own graduation from college, but when I tried to get a promotion, I discovered my degree was coming up short,鈥� York said. 鈥淚 wanted to do more, but they were looking for more real-world skills than I had.鈥�
When he joined 91探花 in 2013, York was determined to give students a better mix of real-world experience and professional skills so they could market themselves better. 鈥淢y goal is to set students up for success at every stage of their careers,鈥� he said.
So 91探花 and Energizer joined forces. The students worked on projects for Energizer鈥檚 recent acquisition of battery and lighting company Spectrum Brands Holdings, Inc. The product line has two full-time communications professionals in its St. Louis headquarters, so it was easy to identify ways for the students to help out with the growing workload.
鈥淲e developed a large wish list of projects, and we weren鈥檛 sure at first how to prioritize them and get them done,鈥� York said. 鈥淲e ended up creating a new program that connects students鈥� passions to the tasks on the list. The students chose which projects to work on based off their interests and completed the tasks at their own pace. This project-based model is very similar to how work is structured in the professional world.鈥�
Davis and McCulley endured a selective process among communication students before joining the inaugural Energizer program. They worked hand-in-hand on a project to share Energizer鈥檚 dynamic, century-plus history with 4,000 employees in 14 countries through multiple channels.
鈥淓nergizer is very proud of its story,鈥� Davis explained. 鈥淢ost people in the U.S. know them for batteries and the Energizer Bunny, but the company is so much more than that now. In fact, outside of the U.S., Energizer doesn鈥檛 even use the bunny mascot. Everywhere else it鈥檚 Mr. Energizer, and they manufacture everything from sunscreen to car fragrances.鈥�
That kind of product diversity presents both risk and opportunity for the value of a company鈥檚 international brand 鈥� and that鈥檚 where Davis and McCulley found their niche.
鈥淢y job was to create a new corporate fact sheet representing all of the company鈥檚 businesses,鈥� McCulley said. 鈥淏ut in the process, I collected and analyzed a lot of data that Austin used for the company鈥檚 new intranet site.鈥�
Davis鈥� job was to research the best platform for that internal website, as well as meet with C-suite executives to discuss podcasts and other communication tools. 鈥淛ordyn built the common language so that employees around the world could understand Energizer鈥檚 diverse, global brand, and I built the platform to deliver that message,鈥� he said.
The two are looking forward to what comes after graduation. Davis completed an earlier internship with Vidzu Media, which helped him narrow his focus in the social media marketing space, while McCulley interned with the U.S. Army in Fort Knox, Kentucky, learning about many aspects of journalism and communications. Both of them are grateful for the competitive edge they gained through their work with Energizer.
鈥淚 am happy to have been selected to participate in this program and to have the opportunity to work alongside industry leaders,鈥� McCulley said. 鈥淚 was able to gain experience that I know I will use in my professional career.鈥�