Spending 24 hours inside a classroom building might sound like a weird dream to most people, but for Capstone Agency associates at The University of Alabama, it’s a tradition and often their favorite day of the semester.
Each spring, CreateAthon transforms Reese Phifer Hall, as students from across the College of Communication and Information Sciences come together to create for good. The annual event, hosted by the University’s student-led integrated marketing communications firm, Capstone Agency, challenges participants to dedicate an entire day to producing marketing materials for nonprofit organizations. In just 24 hours, these students give back to the local community and beyond, while expanding their own portfolio of work.
From concepting on white boards, to bringing those ideas to life and implementing critiques from faculty members, students finally pitch their materials to assigned nonprofits at the end of the 24 hours.
Madeline Yob, former Capstone Agency president, has now participated in the event for four years, marking her second year as a team lead. This year she guided her team of associates and students in creating mini media kits, pitches, logos and rebranding materials for the Selma-Dallas County Historical Preservation Society. Yob said she enjoys being a team lead because it allows her a chance to work closely with the client and guide a team to success.
“It’s really cool to be on that front side and watch the vision come to life because you were there when that first seed was planted… We have so many talented associates. We have so many different people coming from external organizations, and they all have very different gifts. So being able to try to spotlight each of our associates and bring that to life is very exciting,” she said.
CreateAthon provides UA students with a unique experience not every college student gets — the ability to work on a campaign from start to finish with a quick 24-hour turnaround.
Yob said CreateAthon is the best way to gain hands-on experience in the shortest amount of time and that some of the most amazing work she has seen during her four years at Alabama has come out of the event.
“I think you spend a lot of time in classes, learning theory, which is important…but it’s very rare that you get an opportunity to do something that’s hands on. Capstone Agency is really amazing because you have the opportunity to do that, but if you want CA to the max within a 24-hour period, CreateAthon is the way to go,” she said.
This year, 10 nonprofits across the country participated in the event, each bringing a diverse range of causes to support. The nonprofits included the Boys and Girls Clubs of West Alabama, Black Warrior Riverkeeper, Athletes for Care, the Selma-Dallas County Historical Preservation Society, the Hank Poore Foundation, Worthy of Love, TROT, Schoolyard Roots, Lighting Selma and Growing Together.
Ashley Brunson, director of marketing for Boys and Girls Clubs of West Alabama, has participated in CreateAThon for two years and plans to continue partnering for as long as the program exists. She shared that her motivation to return is directly tied to the real, tangible impact the collaboration has on nonprofits.
“Wearing multiple hats in a nonprofit rarely leaves time to thoughtfully design campaigns or give them the creative attention they deserve. Partnering with CreateAThon allows me to keep moving other priorities forward while entrusting campaign design to talented students who pour their creativity and skill into polished, plug‑and‑play final products,” Brunson said.
She encourages nonprofits without marketing teams or nonprofits who are stretched thin in general, to take advantage of the time and talent CreateAthon students offer.
“Their work saved our team many hours while giving our event a unified, professional look and feel,” Brunson said.
After 24 hours of hard work and a lot of fun, 55 students provided $60,085 worth of marketing materials to nonprofits with the help of 12 faculty members.
Whether students want to make an impact on the organizations that need it most or just sharpen their skills, CreateAthon offers a unique opportunity to do both in just a day.
If you want to learn more about Capstone Agency or participate in CreateAthon next year, stay up to date with the agency’s Instagram or email createathonca@gmail.com to get involved.