Huntsman Marketing Association Expands Impact Through Statewide Entrepreneur Collaboration

LOGAN, Utah — This semester, the Huntsman Marketing Association at Utah State University expanded its impact in a meaningful and ambitious way.

Traditionally, HMA works each semester with established Utah organizations such as FamilySearch, Crumbl, NextMeters and the Salt Lake Bees to provide students with real-world consulting experience. This semester, however, student leaders Macy Smith, Addie Hatch and Claire Allen sought to extend that impact beyond established brands and support emerging entrepreneurs across the state.

Faculty adviser and marketing professor Cassidy Creech connected with Ann Marie Wallace, state director of the Women’s Business Center of Utah. Through the center, invitations were extended to women entrepreneurs statewide, many of whom had previously worked with the WBCUtah. After a competitive selection process, 20 businesses were chosen and paired with student consulting teams. Each team was also supported by a professional mentor from a pool of alumni and prominent industry professionals who volunteered their time and expertise.

Throughout the semester, student teams worked closely with their assigned clients, meeting regularly and applying marketing strategy to real business challenges. Their work included refining brand positioning, developing content strategies, improving digital presence and identifying opportunities for growth.

All consulting was done pro bono, yet the results reflected a level of professionalism and impact comparable to paid agency work, according to Wallace.

The experience proved transformative for both the businesses and the students. Many of the participating entrepreneurs saw significant measurable improvements in their marketing efforts, while students gained hands-on experience that has already translated into freelance opportunities, internships and full-time roles. More than half of the students involved have begun pursuing their own consulting work following the project.

Smith, HMA student president, reflected on the leadership behind the initiative.

“There is no growth in the comfort zone,” she said. “For years, HMA operated with a single client and a weeklong case competition. This year, we wanted to maximize the experience not only for our students but also to create a meaningful impact outside of the classroom. Our students stepped into real consulting roles, gaining hands-on experience while delivering real value to each company from rebrands to year-long marketing plans.”

Allen, a member of the HMA presidency, reflected on the final presentations: “I cannot express how grateful I am for this experience and how proud I am of each of these students. I was genuinely overwhelmed with love and admiration for the effort they made with each client.”

Lauryn Girgenti, founder of the career coaching business Laurintium and one of the participating entrepreneurs, shared a similar perspective.

“To call them students would do them a disservice as they’ve operated as professionals to deliver exceptional outcomes,” she said. “Each week they showed up with enthusiasm, curiosity and a willingness to learn, grow and take on feedback. Together we created meaningful work that will shape the next chapter of my business.”

For Creech, the project reinforced the potential of experiential learning and the character of the students involved.

“The work that these amazing students put in is absolutely remarkable,” he said. “This is not a required class. This is something they chose to do because they want to develop meaningful skills and create value for others. They care deeply about their clients and about each other.”

The initiative highlights the power of collaboration between universities, community organizations, and entrepreneurs. It also underscores a broader truth about marketing as a discipline. At its best, marketing is not simply about promotion. It is about understanding people, creating value, and building meaningful connections that drive growth.

As HMA looks ahead, this expanded model offers a compelling blueprint for the future of its consulting work.

“This experience shows what is possible when students are trusted with real responsibility, supported by strong mentorship, and are given the opportunity to make a true and meaningful impact in the world,” Creech said.

About the Huntsman Marketing Association

The Huntsman Marketing Association at Utah State University is a student-led organization within the Jon M. Huntsman School of Business that develops future marketing leaders through hands-on, real-world experience. HMA partners with businesses and organizations to deliver strategic marketing solutions while providing students with opportunities to build skills in consulting, branding, analytics and digital marketing. Through mentorship, collaboration and experiential learning, HMA helps students bridge the gap between the classroom and their careers. Learn more about the Huntsman Marketing Association at https://huntsman.usu.edu/clubs/hma.

About WBCUtah

The Women’s Business Center of Utah helps entrepreneurs start, sustain and grow successful businesses through training, counseling, and access to resources and capital. The center strengthens Utah’s economy by targeting and supporting women in gaining the guidance and tools needed to grow thriving businesses. The center also hosts the Utah Women-Owned Business Directory, a statewide resource connecting consumers, businesses and organizations with women-owned companies across Utah, available at utahwomenowned.com. Learn more atwbcutah.org.