For my Journalism 449 class, my team, The Terrace Collective, is developed a campaign for the “SJMC Curriculum of the Future” campaign to boost undergraduate enrollment and enhance the value of the University of Wisconsin–Madison School of Journalism and Mass Communication, focusing on its strategic communication track. This strategic initiative, rooted in thorough research, addresses growing skepticism about higher education and the evolving communications job market, while meeting Gen Z’s expectations for career-ready, flexible, and tech-savvy education. The strategy involves clarifying the curriculum, showcasing real-world career outcomes, and aligning coursework with trends like AI and digital media analytics. By promoting student and alumni achievements and elevating digital outreach, the campaign seeks to set SJMC apart from competitors and reinforce its role as a platform for modern communications careers.

As a member of The Terrace Collective, I played an active role in shaping this campaign by contributing directly to research that informed recommendations for improving the SJMC curriculum and its appeal to prospective students. I participated in and helped facilitate student focus groups, including a Journalism 203 focus group, where I gathered firsthand insights into student perceptions, needs, and expectations of the strategic communication program. In addition, I interviewed current SJMC students to better understand what motivated them to choose the major, what gaps they perceived in the curriculum, and how the program could better reflect industry realities. These qualitative insights were essential in refining our understanding of the target audience and ensuring that the campaign’s messaging, curriculum recommendations, and promotional strategies authentically addressed student concerns while highlighting the program’s strengths and career value.

Beyond research and interviews, I contributed to synthesizing student feedback into actionable insights that directly informed our strategic recommendations. By identifying recurring themes—such as the desire for clearer career pathways, stronger technical skill development, and greater visibility of real-world applications—I helped translate qualitative data into concrete curriculum and branding opportunities for SJMC. These insights supported recommendations to better align coursework with evolving industry demands, including digital strategy, analytics, and emerging technologies, while also improving how the program communicates its value to prospective students.

Additionally, my involvement in this campaign strengthened its focus on authenticity and student-centered messaging. By elevating student voices and experiences, I helped ensure that our recommendations resonated with Gen Z values such as career readiness, creativity, and purpose-driven work. This perspective allowed the campaign to move beyond surface-level promotion and instead position SJMC as a program that listens to its students, adapts to industry change, and actively prepares graduates for long-term success in strategic communication careers.