The document summarizes Rocky Top Institute, an organization that focuses on students and customer segmentation. It discusses the institute's student fellowship program with six students named. It provides quotes from focus groups that show customers like how students designed products and that a portion of proceeds go to scholarships. The document also discusses national social media marketing efforts, averaging over a 300% monthly increase in younger followers by telling stories and sharing fun facts about the student design program. Finally, it mentions new and exciting things to come from the institute's industry collaborations and professional takeaways.

1. Rocky Top Institute: Myra Loveday
Associate Director, Rocky Top Institute
Rocky Top Fellowship Students: Tiffany Waddell, Sally Brink, Makinzi
Butram, Kara Rose O’Malley, Amanda May,
Azlinn Alder

2. Who cares…
How we do
it…
Why we do
what we do…
Who we are…

3. Rocky Top

4. Rocky Top
Student Focus

5. Rocky Top
Customer
Segmentation
Student Focus

6. Rocky Top
Customer
Segmentation
Student Focus
Exposure
Pop-up
Shop

7. 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

9. Building Skills
& Experiential Learning

12. Copy of original lyrics
Home sweet home…
Latitude & Longitude
VOL for life RT poem
Home state…

13. 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

14. Rocky Top Institute
Industry Collaboration Difference

15. Professional Take-aways

16. New & exciting things to come …