CBA digital marketing students take to social media to promote a local non-profit solar panel developer
For the past 15 weeks, In-Hye Kang, assistant professor of international business and marketing at Cal Poly ÐÇ¿Õ´«Ã½’s College of Business Administration has immersed her digital marketing students in a true learn by doing experience.
Kang challenged her social media marketing class to develop marketing content for CHERP Inc., a nonprofit solar energy organization with a locally based solar panel assembly factory in ÐÇ¿Õ´«Ã½, California.
“This project was inspired by my belief that learn by doing is the best way for students to grasp social media marketing,” explains Kang. “I wanted them to create real content for a company, bridging classroom concepts with professional experience.”
The students began the project with a visit from Megan Anderson, Vice President of Administration and Workforce Development Project Manager for CHERP, Inc, to learn how the organization boosts the local economy using local labor to manufacture and install solar panels. These efforts help keep income within ÐÇ¿Õ´«Ã½ and Claremont by reducing reliance on imported electricity.
“As I was searching for a suitable client for this project, my colleague and international business and marketing lecturer, Lydia Chen Shah, kindly introduced me to CHERP, who was excited to collaborate and explore new marketing strategies, Kang says. “It was a perfect match—our students would gain invaluable hands-on experience, and CHERP could benefit from fresh, creative perspectives tailored to their mission and goals.”
The students created six unique, high-quality pieces of marketing content, working tirelessly to brainstorm ideas, film and edit videos, and refine their work to meet CHERP’s marketing needs.
“Being able to connect with people who were so passionate about their projects as well as helping them convey their mission was a very rewarding experience,” says Marley Salinas, ('25, marketing management). “I was able to exercise skills that I didn't have before; like directing, being an interviewer, as well as being a liaison between our client and my team members. Overall, working on this project makes me feel prepared for my future career in marketing.”
Graduating senior Juliana D. Mora (’24, business administration) concurred. “Through this experience I learned the importance of when working with a company and their partner, we should make sure both organizations can reflect on content before publishing, to ensure that both brand values can be highlighted and have a rewarding outcome.”
After presenting their final pieces to CHERP Solar Works, the students earned approval to publish their work on CHERP’s official Instagram and other social media platforms. Keep an eye out for their exceptional content soon on CHERP’s Instagram account!
Special thanks to Megan Anderson and Tom Schwing of CHERP Inc. for their invaluable support in guiding students and connecting them with the resources they needed to succeed in this collaborative project.
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