Ad2 and Jeffersontown High School Collaborate on Project-Based Learning Initiative

On April 14, 2024, Jeffersontown High School partnered with Ad2 Louisville to address a real-world problem: the lack of student applicants for the school’s Class Act Federal Credit Union branch. During a fall Advisory Board meeting, Tom Anonson from Class Act FCU highlighted this issue, prompting Ad2 to initiate a project-based learning event focused on developing a recruitment campaign. This collaboration aimed to provide students with practical experience in addressing a business challenge while connecting them with industry professionals.

Collaboration and Preparation

The event brought together Jeffersontown High School business teachers Natasha Bowling, Mr. Goldring, and Mr. Moody, and Ad2 representatives Logan Corn, Isabella Siebert, Hannah Ray, Julia Lostutter, Seth Vanderpool, and Josh Roy. Academy Coach Ashley Conway coordinated the collaboration between the educators and business partners.

Logan Corn and Hannah Ray dedicated several weeks to planning the event, drawing from Logan’s experience with PRSSA workshops to structure an intensive one-day session. The event was organized into three main groups: writing, design, and media, accommodating approximately 40 students across three class periods. To ensure the event's success, the organizers coordinated with Jeffersontown High School and Class Act FCU to align the project with the school’s curriculum and the credit union’s needs.

For schools looking to replicate this initiative, key preparations would include:

• Identifying a real-world business challenge that students can address.

• Establishing a collaboration between school staff and industry professionals.

• Designing hands-on activities that allow students to apply their learning.

• Structuring the event to include time for planning, execution, and presentation of student work.

Project Implementation

During the project, Hannah Ray from Ad2 played a key role in guiding students through the selection of media channels and the creation of a content calendar that spanned social media, print posters, morning announcements, text messages, and digital email newsletters. Student involvement was also central to the design process, with contributions from students like Jalynn, who focused on persuasive incentives in the campaign materials, and Gus, a Class Act employee, who emphasized the value of work experience and earning potential.

Teacher and Student Perspectives

Jeffersontown High School teachers Les Goldring and Natasha Bowling played an important role in facilitating the event by providing necessary information and support to both the Ad2 representatives and the students. Mr. Goldring highlighted the project's authenticity, noting its value in developing students' content creation skills and media literacy.

Student participants shared enthusiastic feedback about their experiences. Jaylynn, a 12th-grade Build and Design student, appreciated the challenge of merging a professional tone with creative design and valued the constructive criticism from Ad2. Charles, an 11th-grade Business and Finance student, gained a newfound appreciation for the strategic complexity of media channels and digital strategy in advertising. Genesis, an 11th-grade business student and Class Act employee, found the writing tasks demanding yet rewarding, acknowledging the value of Ad2’s feedback. Kamila, also an 11th-grade business student and Class Act employee, emphasized the importance of hands-on learning in project-based activities.

Impact and Outcomes

The collaboration between Ad2 and Jeffersontown High School not only provided students with a real-world learning experience but also forged stronger connections between the school and the local business community. By addressing a tangible need for Class Act FCU, students were able to see the direct impact of their work. 

Logan Corn, President of Ad2, observed the students' deep engagement and strategic thinking throughout the project, which underscored the effectiveness of project-based learning in fostering critical thinking and problem-solving skills. The event successfully exposed students to the field of advertising and encouraged them to become more critical media consumers.