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The Green Grocer Benefits from JWU Class Projects!
An undergraduate class in Internet Marketing and a graduate class in Strategic Communications conduct student projects for the small business.
One of the great benefits of having a program like the Rhode Island Small Business Development Center (RISBDC) at Johnson & Wales University is the opportunity it provides students to have direct learning experiences with small business owners in Rhode Island. Students at both the undergraduate and graduate levels interact with company owners, enabling them to learn the company’s purpose and mission, and participate in projects that provide true benefit to the owner. For the student, this real-world experience is a great complement to the academic experience and enhances a resume.
The Green Grocer is an independent retailer in Portsmouth, RI, specializing in natural and organic food products. After serving in the US Army for four years and having a tour of duty in Desert Storm, John found himself suffering symptoms of what came to be known as Gulf War Syndrome (GWS). A doctor at the Northampton VA suggested to John that GWS was actually a form of "environmental illness,” explaining that our immune systems fight bacteria and viruses as well as chemicals and environmental toxins. This doctor suggested eliminating many environmental toxins from John's everyday life and introducing a regimen of vitamins and minerals to supplement the body’s deficiencies. John and Aly, already leading a simpler lifestyle, made a life-choice to open a natural food store. John used his prior experience in retail to develop the business.
Immediately, John and Aly took advantage of the services of the Rhode Island Small Business Development Center (RISBDC) at Johnson & Wales. The RISBDC coordinates the provision of training and consulting to small businesses throughout the state, utilizing a variety of resources including Johnson & Wales students and faculty, to deliver strategic planning, business planning, marketing, and financial advice (among many other disciplines) to small businesses in a wide variety of industries.
Like many retail establishments, The Green Grocer was suffering from the current economic downturn. RISBDC Director of Special Projects Douglas Jobling suggested that John take advantage of student support to get an assessment of his marketing effort. Doug enlisted the cooperation of two faculty members and their classes to help John.
Professor Rae Caloura enlisted her Internet Marketing class to assess The Green Grocer’s marketing, sales and promotional efforts. Four independent student teams took this project on as part of the class. Each of them analyzed the current sales approach, reviewed The Green Grocer’s Web site, looked at collateral material, spoke with John and/or Aly and prepared an analysis with recommendations.
Professor Lisa Sisco’s graduate-level Strategic Communications class conducted a similar review and analysis of The Green Grocer’s marketing communications effort, concentrating in particular on the client’s Web site.
Both groups covered such areas as target market demographics, consumer behavior, competitive analysis and much more. Some of their recommendations included increased advertising and marketing efforts with an emphasis on web marketing, identifying specific partnership opportunities to increase visibility and sales.
John and Aly expressed great appreciation for the help and recommendations of both classes. John said “We are extremely excited to get such outstanding support from JWU students and the RISBDC! We will be putting some of the recommendations into practice immediately.” John and Aly are devoted to internalizing the strong assistance they received from the RISBDC and the student teams at Johnson & Wales and are working hard to grow the store, one customer at a time.
Many of the students spoke with John after their respective classes, thanking him for the opportunity to work with him on the project. It was evident that all of the students valued this experience and the chance to learn while also helping a struggling small business.
Success Stories
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