This semester of service blog post comes from Tracy Sims at the University of Alabama.
Tracy R. Sims, APR, is a senior instructor for The University of Alabama’s Department of Advertising and Public Relations and co-faculty adviser for Capstone Agency, along with colleague Jay Waters. Sims teaches courses in public relations writing, online magazine writing, public relations campaigns and advertising campaigns. She has served as the UA PRSSA Chapter’s faculty adviser since fall 2004.
CreateAthon at The University of Alabama
CreateAthon is a 24-hour, pro bono event that Capstone Agency, a PRSSA-nationally affiliated, student-run communications firm, annually hosts with more than 50 student associates and faculty members to address communication and branding needs for local nonprofits.
Student learning outcomes
Captone Agency student associates who participate in CreateAthon vary from agency leaders with at least one year of experience of working on the agency’s client teams to new associates who are just being introduced to their agency roles. This event gives them the opportunity to participate in nonprofit work while immersing themselves in a collaborative process — from strategy and concept development to content creation and client presentations — within a 24-hour period. This condensed timeframe provides a different perspective of the client management and creative processes than that of the weekly commitments associated with typical agency work.
The following student outcomes are expected upon the completion of CreateAthon:
· Students will participate in a 24-hour, pro bono event to produce communications for nonprofit organizations, donating time and resources while engaging with the community.
· Students will work in interdisciplinary teams to plan, create and pitch fully realized communications, such as logos and brand identity guides, social media content calendars, annual reports, brochures, and website content.
· Students will collaborate with other preprofessional student organizations, such as the Public Relations Council of Alabama, during the 24-hour event.
The CreateAthon structure
Prior to the event, CreateAthon team leaders meet with the participating nonprofits to determine their communication needs and to develop strategic briefs that will guide the teams’ work. On Day 1 of the event, the planning process for each team begins with a review of the brief and other insights gained from quick audits of the organization’s relevant communications and/or competitor analyses. Next, the teams move into brainstorming creative approaches and drafting the requested deliverables. This initial phase of production is followed by a review of the creative work to fine-tune concepts before the teams finalize the deliverables. Teams then develop pitch decks, practice their client pitches and present their work to the nonprofit representatives in the last hours of the 24-hour event.
CreateAthon 2024
Since CreateAthon’s inception in 2017, the agency has donated more than $393,180 worth of strategic communications work. This year, Capstone Agency successfully held its eighth annual CreateAthon on Feb. 16-17 and donated $44,245 worth of work to nine participating nonprofits: Theresa Burroughs Residential Living Inc., Schoolyard Roots, Five Horizons Health Services, Success by 6, Boys & Girls Clubs of West Alabama, Riverchase Day School, Temporary Emergency Services, Freshwater Land Trust and Tuscaloosa SAFE Center.
See below for sample CreateAthon 2024 deliverables for Riverchase Day School, Five Horizons and Theresa Burroughs.
Student reflections
“Leading this year’s CreateAthon has been the most rewarding experience of my collegiate career! I loved seeing the skills of our talented Capstone Agency associates being used to give back to the community. This year we stuck with the theme ‘Create for Good’ to reflect just that. I think CreateAthon reminds the community, specifically the UA and Capstone Agency community, to give back fruitfully and often. Each year, I am blown away by the amazing work our associates produce, and this year was no exception. After 24 hours of hard work and fun, CreateAthon 2024 was a huge success and left nonprofits with exceptional deliverables and most importantly big smiles on their faces!”
— Chloe Petro, Pro Bono Director, CreateAthon 2024
“Because of Capstone Agency, I have been able to participate in a number of different events during my college career, but CreateAthon always sticks out when I reflect on those experiences. CreateAthon has given me the opportunity to see that communications means more than driving business and sales. Through CreateAthon, I have been shown that communications, branding and public relations work can have a lasting effect on the community and those who serve it. This unique opportunity to give back while continuing my learning experience as a student has been a significant part of my growth and has allowed me to understand the industry more meaningfully.”
— Adam Philippe, President, Capstone Agency
Sample CreateAthon 2024 Deliverables
Five Spot Brand Style Guide for Five Horizons Health Services
Five Spot Half Sheet (Front and Back) for Five Horizons Health Services
Primary Logo for Riverchase Day School
Tote Bag Designs for Riverchase Day School
T-shirt Design for Riverchase Day School
Jump Start Flyer for Success by Six
