When Fairfield University’s DiMenna-Nyselius Library launched a rebranding initiative, it enlisted the expertise of Mary Kelly '02, MBA'25, an advertising professional and adjunct professor in the Charles F. Dolan School of Business. A repeat collaborator with the library, Kelly recognized the project as an opportunity to engage her students in a real-world marketing scenario with a real-life client.
For the project, students enrolled in Kelly’s undergraduate advertising course collectively assumed the role of an ad agency for the library. They held client meetings, reviewed existing research, and analyzed brand assets. In short, the students performed the core tasks of advertising professionals.
The four-week project organized students into six teams, each of which developed a series of recommendations, including ideas for improving the library experience and for optimizing its social media presence. The assignment culminated in a presentation to stakeholders.
After presentations, the library staff implemented several recommendations by the teams. They launched polls, updated the library's Instagram profile, and created informal and humorous videos. They also collaborated with the University’s Marketing & Communications Division on partner video posts.
Students in the course appreciated that the project had practical applications and took pride in seeing their ideas implemented. As for Kelly, she appreciated the enthusiasm the assignment evoked among students. It was a fun and meaningful project that allowed students to develop effective teamwork and collaboration skills and to engage in creative thinking and problem-solving.
Following the success of the project, Kelly co-authored an article about the experience with Matthew Schirano, scholarly communications librarian, and Lisa Thornell, head of library outreach and communication. “Marketing Students Take on University Library as Client in Experiential Learning Assignment” was published in the Spring 2025 issue of Marketing Libraries Journal.
