College Clubs Driving Business Growth-

Cover Design by Claire Abbo

College Clubs Driving Business Growth-

The Michigan Marketing Collective

By Elliot Larky

With thousands of ambitious students in one place, college campuses are buzzing with opportunity. Beyond the classroom, a number of student organizations allow members to turn their skills into action—gaining real-world experience while building connections with their peers. At the University of Michigan, The Michigan Marketing Collective (The MMC) connects students interested in marketing with local businesses and nonprofits seeking fresh perspectives and creative strategy.

Taking a unique approach to a university “club”, The MMC functions like a collaborative agency. Student project teams work directly with community partners to design and execute marketing initiatives that align with each client’s goals. Behind the scenes, a dedicated leadership team coordinates these partnerships, oversees events, and ensures each project runs smoothly from start to finish.

Local businesses across Ann Arbor have taken notice. The MMC presents a unique opportunity to collaborate with emerging marketers who deeply understand the student community—a valuable audience for many local and growing companies. This semester, The MMC is working with a range of partners, including Studio Max, Grow Jackson, Peach Lab, Face Foundrié, and The Hen, each hoping to strengthen their brand presence through creative, student-driven collaboration.

Studio Max is a new luxury hair studio in Ann Arbor: co-founded and owned by Cassie Cumbo and Sydney Allen, it’s located just outside of campus along a common bus route, making it easily accessible for Michigan students. (1) The studio is eager to grow its presence among college students and strengthen brand awareness across Ann Arbor. To help with this, The MMC team is helping Studio Max tap into trending social moments, elevate its digital storytelling, and craft content that captures its modern, approachable brand identity.

Grow Jackson, a nonprofit founded in 2020 by Michigan alumnus Jacob Inosensio, transforms unused spaces into gardens, educates the community on sustainable farming practices, and equips both locals and children with valuable life skills and employment opportunities. (2) The MMC’s collaboration centers on enhancing the organization’s storytelling and expanding its reach—especially as it launches a new “farm stop” initiative. The partnership reflects a shared goal of strengthening community connections and fostering sustainable growth, embodying Grow Jackson’s mission to empower greater access to fresh food.

Founded by Katie MacEachern, Peach Lab has teamed up with The MMC to amplify its mission of empowering women through strength training while strengthening ties with the student community. (3) The MMC team is exploring ways to connect Peach Lab’s unique message with a vibrant student audience. With an already strong social presence, The MMC hopes to build on Peach Lab’s momentum through creative activations that move the brand from broad social aesthetics to a more targeted, results-driven engagement strategy.

Recently opened in Ann Arbor by Daryn and Laura Packer, Face Foundrié brings a fresh approach to skincare and hopes to strengthen both brand recognition and campus engagement. (4) The franchise has already seen success in other cities for its inclusive, customizable treatments that make skincare accessible to everyone. The MMC is supporting the Ann Arbor launch through digital content creation, social strategy, and campus outreach to introduce students to the brand’s services. For members, this partnership offers valuable experience in understanding how a national franchise adapts to a local market—balancing brand consistency with the authentic, community-centered relationships that resonate with a variety of audiences.

Finally, The Hen, a staple brunch restaurant in Ann Arbor known for its welcoming, aesthetic atmosphere and diverse menu, was opened in 2021 by Chris Fronimos (5) The restaurant recently rebranded from Stray Hen to The Hen, and while it continues to draw steady crowds, many customers still recognize its former name—making brand consistency and digital visibility key priorities. Through its partnership with The MMC, The Hen aims to enhance its social media presence, solidify its refreshed identity, and refine the customer experience during high-traffic weekends.

Through these collaborations, The MMC demonstrates how student organizations can bridge classroom learning with professional practice. For businesses, these partnerships are more than just marketing support—they’re a chance to tap into one of the most valuable audiences in the market. College students collectively represent more than $600 billion in annual spending power, and brands that understand this demographic gain more than visibility; they gain cultural relevance and insight. (6)

By partnering with The MMC, local businesses get direct access to young professionals who live within the networks they’re trying to reach. It’s a mutually beneficial exchange: businesses harness fresh creativity and authentic connection, while students gain real-world experience that prepares them for careers in marketing and beyond. Together, they’re proving that college towns can have business impact far beyond the classroom.

Beyond this, we want to express how grateful we are to work alongside such incredible organizations. We take pride in supporting the missions they champion, the communities they’re building, and the meaningful experiences they create every day. We encourage you to check out each business, explore what they offer, and see the impact they’re making firsthand. We look forward to continuing our collaboration this semester and to sustaining a lasting impact together.

(1) https://studiomax.glossgenius.com/about

(2) https://growjackson.org/

(3) https://peachlabmi.com/about-peach-lab

(4) https://facefoundrie.com/location/ann-arbor/

(5) theheneats.com

(6) https://www.lexingtonlaw.com/blog/credit-cards/college-student-spending-habits.html