Creative Capstone

Media students get real-world experience and help local businesses

By Victoria Sarver

At the College of Communications, Media and Information at CU Boulder, students don’t just get the opportunity to learn about theories and case studies—they get the chance to engage with clients and put their skills into practice. The Strategic Communications Capstone Course oftentimes takes place during a student’s last semester at CU. After homing in on critical creative, strategic, managerial, public relations and advertising material, students are tasked with a semester-long project that helps bridge the gap between learning in the classroom and professional experiences. Professor Morgan Young’s spring 2025 class is working with four Boulder clients: Bitty & Beau’s, Paradise Found Records, Snarf’s and Boulder Magazine, each presenting unique marketing challenges. Students form in-class “agencies” that operate as a team throughout the semester, focusing on their client and the brand’s specific needs. The capstone projects allow students to cut their teeth in the worlds of advertising, public relations and media design, setting them up for successful careers in the workforce. 

The structure of the capstone course is unlike most other courses students have taken throughout their academic journeys. Within agencies, students are expected to assign an account manager responsible for communicating with the client’s representative. Students review pertinent marketing materials and work within their team to create successful client campaigns. Students put into practice research skills, client communication and campaign execution. While they are given class time to work as a team, agencies must find time outside the classroom to meet and work together to create genuinely successful campaigns. 

After being briefed and assigned to clients, agencies in Young’s class create names, logos and identities for their agencies. Each team’s account manager reports the brand’s specific problem and the agency’s action plan for tackling the company’s challenge. To take a customized approach, students must begin with in-depth market research—analyzing the industry, target audience, competitors and existing marketing efforts. Market research takes the form of online secondary research, along with primary research done around the Boulder area. To get to know a brand’s target audiences, agencies may create surveys, spend time observing in-store experiences or ask for direct feedback from customers. From there, students brainstorm and develop creative strategies that align with each brand’s identity and business goals. Regular client meetings and in-class feedback help students learn the importance of problem-solving and strategy adjustments. 

Students nearing graduation have the unique opportunity to use this course as a launching pad for future success. The transition from student to working professional can be intimidating, but the capstone course helps to ease that transition by connecting students with real-world clients and learning experiences. This hands-on learning approach both refines students’ technical skills and helps to build confidence in their ability to navigate real-world situations. By the end of the semester, students walk away with a portfolio of professional-style work, connections, experience and confidence, setting them up for successful careers. 

The Agencies

Kitchen Sink Creative
“Our client for this project is Bitty and Beau’s Coffee, a franchise that first opened in North Carolina in 2016. The Boulder location joined the community in September 2023, and we’re excited to partner with Jeff, the franchise owner, to help increase foot traffic, boost transactions and, most importantly, raise awareness of the store and its powerful mission.” – Sarah Hallberg

A2K Collective
“A2K Collective is working to elevate Snarf’s Sandwiches’ brand presence and build customer loyalty by increasing awareness, engagement and retention through strategic marketing and community-focused initiatives.” – Sophie Faust

Render
“Render partnered with Paradise Found Records to enhance brand awareness and increase customer basket size by highlighting the store’s unique, immersive experience. Our strategy focuses on capturing the essence of vinyl discovery, fostering personal connections and reinforcing the sense of community that makes this record store so special.” – Matt Ritterbush

ADVNTG
“We’re working to create a strong brand identity for Boulder Magazine as the city’s go-to local publication, serving as a compass for those looking to go beyond the surface and get to know Boulder at its core.” – Grace Heligman