Shoptorebuild.Org—A Service Learning Project to Boost Commerce after Hurricane Katrina

Abstract

In the aftermath of Hurricane Katrina, the Gulf Coast faced the difficulty of rebuilding and trying to reignite commerce. This service learning project was aimed at assisting in the renewal of the area while getting students involved in a charitable learning exercise. The project focused on students from a graduate marketing course developing a promotions strategy. The campaign "Shop to Rebuild" was a temporary Web site that acted as a portal, or "one-stop" shop, for people wanting to help the businesses damaged by the hurricane. The service learning project for the graduate marketing course gave students a first-hand look at what is involved in promoting a Web site on a very tight budget. The class was small-only eight students-so essentially the class acted as one team to design and implement a plan to promote the site. Students in the promotion class quickly learned that promotion is not a matter of "if we build it, they will come." After writing and distributing a news release, students followed up with media directly, but were faced with the cruel reality of rejection. Media attention to the site was a disappointment, but most students agreed that the project was worthwhile and a great learning experience. The interaction between students and business owners in New Orleans was a lesson in itself for the students.