Rocky Top Institute: Myra LovedayAssociate Director, Rocky Top Institute

Rocky Top Fellowship Students: Tiffany Waddell, Sally Brink, Makinzi Butram, Kara Rose O’Malley, Amanda May,

Azlinn Alder

Who cares…

How we do it…

Why we do what we do…

Who we are…

Rocky Top

Rocky Top

Student Focus

Rocky Top

Customer SegmentationStudent Focus

Rocky Top

Customer SegmentationStudent Focus

Exposure

Pop-upShop

Rocky Top Institute – What we know through research & listening …

“I really like that the students designed this and a portion goes back to them!”“It’s inspirational, it really means simple things should matter more”

“I would love to have that plaid all over my guestroom!” “Rocky Top is the first song I ever learned, and I’m not even from Tennessee!”

Data, loyal consumers and testimonials

What we’ve learned so far…

Focus group consumer research

Building Skills& Experiential Learning

Copy of original lyrics

Home sweet home…

Latitude & LongitudeVOL for life RT poem

Home state…

National Social Media Marketing Efforts

Below is a typical reaction of 1x week event post

FOCUS• New PAISLEY &

PLAID• Student

Collaboration• Proceeds benefit

student scholarships

FOCUS• Contest & Trivia• Telling a story• In the moment• What we do!

Averaging over 300% increase monthly with younger followers.

Reaching broader audiences, UTK official campus account, UT student organizations, Greek Organizations and Knoxville media retweet our comments.

FOCUS• Bring attention

to Rocky Top Institute

• Fun facts about UT design student program

• Pictures of new Paisley & Plaid

Rocky Top InstituteIndustry Collaboration Difference

Professional Take-aways

New & exciting things to come …