Something interesting is brewing on campus this semester. Instead of preparing for midterms, Rebecca Miles and her Integrated Marketing Communications class are preparing for something much different. The students in this course have been presented with a unique opportunity: the chance to put their marketing skills to the testand get real-world feedback at the same time. The students have been tasked to divide into teams to create and present an integrated marketing campaign for Northwest Arkansas' own Saddlebock Brewery.

Miles first had the idea for the collaboration when she was working with Carolyn Rehbock, who co-founded Saddlebock with her husband and brew master Steve. When working on a separate project, Carolyn revealed to Miles that Saddlebock was in the process of expanding and needed a strong marketing campaign to promote itself.

"One of the best parts of teaching is getting out of the way of students and letting them do great things.  I'm impressed by the work ethic, enthusiasm, and creativity of this class; it's an honor to work with them," Miles shared.

Carolyn and Steve Rehbock visited Miles' class earlier this semester to give a presentation on their brewery and provide the students with information that will help them create an original campaign.

The Rehbocks said, "We are so excited to have the opportunity to engage student teams to help us to market the Saddlebock brand - and establish a strong presence throughout the state. I know the students will bring a new perspective and breakthrough creative ideas that will take our business to the next level."

"The excitement of the students is obvious as well. "I love beer and anything that goes along with it," supply chain management major Ben Adams said. "It's just cool that my work may actually get put out there. … it's a pretty big deal."

Along with getting a grade for their creativity, originality and feasibility, each team will be presenting their ideas to Saddlebock's owners, who will give feedback and choose their favorite campaigns. The winning campaign will then be used to kick-start a marketing campaign later this year to promote Saddlebock and their growing product line. Next time you are out on Dickson, keep an eye out for the Saddlebock brand – your fellow Razorbacks may have created the marketing you see.

Article written by Meghan Legaspi and Terry S. Wynn