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KALAMAZOO, MI—Digital marketing and psychology student, Josie Holecko, is making positive impacts on the community around her. Originally from Neenah, Wisconsin, the senior at �������ϲʹ���ֱ��’s Haworth College of Business recently assisted a local business with marketing and branding, not only enhancing the company's popularity, but her own educational journey. 

As a member of �������ϲʹ���ֱ��’s Lee Honors College, Holecko was focused on finding a thesis topic that tapped into her digital marketing skills while also making a difference. During this time, Holecko was also searching for a part-time job. That is how she found , a local boba tea shop in Kalamazoo, Michigan, and knew she could not only obtain a job, but help the business grow. With the support of shop owner Caitlin Nash and Dr. Scott Cowley, associate professor of marketing, Holecko wrote her thesis entitled Sipping Success which details the complete customer journey makeover that she designed. 

“When I was looking for a part-time job, Caitlin and I instantly connected. I love how passionate she is about her business and how much she gives back to the community. As a small business owner, she did everything for the store, and tasks like marketing were always moved to the bottom of the to-do list,” says Holecko. “I saw a need for new marketing techniques, and I decided to go for it. Throughout this thesis, I gained experience with improving marketing at the store, website and social media level. I assisted with training our employees on the in-store experience, and I overhauled the website to increase online orders.  I was able to create a comprehensive brand image on the , amplifying the store’s overall presence.”

Throughout this experience, Holecko helped improve a business in her community while also embracing her professional ambitions. 

“Being passionate and enjoying the work I was doing made this thesis process so inspiring. I would love to continue to work with small businesses and find ways to use my creativity and psychology experience to help them reach their marketing goals.”

Holecko’s time at �������ϲʹ���ֱ�� Haworth prepared her to take on this project with confidence, even after switching her career plans. The faculty at the college were there to encourage her from the start.

“Dr. Cowley was the first person I talked to while making the decision to switch from a behavioral sciences degree to a digital marketing degree at the end of my sophomore year. This was a very hard decision to make, but after one conversation I could tell that he had my best interests at heart and that the program was a better fit for me.”

Beyond her educational endeavors, Holecko is a member of the �������ϲʹ���ֱ�� Collegiate Synchronized Skating Team and Intercollegiate Skating Team. Even with her busy schedule, �������ϲʹ���ֱ�� Haworth is providing her with the time to maintain her identity outside of her academic life. She says, “Growing up as a figure skater, practice was always my priority, so I was never very involved at school. But �������ϲʹ���ֱ�� Haworth has allowed me to excel in school while still pursuing my passion on the ice!”

Planning to graduate in December 2024, Holecko is proud of all she has accomplished during her time at �������ϲʹ���ֱ�� Haworth. “I am so thankful for this experience and for Dr. Cowley’s amazing guidance throughout. Defending my thesis in front of Dr. Cowley, Caitlin, my teammates and my family is my greatest achievement. If you’re interested in business, know that everyone at �������ϲʹ���ֱ�� Haworth is rooting for you to succeed. The faculty members are here to help you not because they have to, but because they want to. They will go above and beyond for you to ensure that you reach your goals.”

For more �������ϲʹ���ֱ�� news, arts and events, visit �������ϲʹ���ֱ�� News online.