Stevenson Marketing Students Help Nonprofit Promote New History Tour by Boat

This fall, students in Professor Jeannine Morber's MKT 320 Advanced Digital Marketing course have been working with local nonprofit Baltimore Heritage to help launch its new Baltimore by Boat tours. The boat tours, sponsored by PNC Bank and the National Park Service, take visitors through the Inner Harbor while tour guides highlight important moments, people, and places from Baltimore's more than 300 years of history.

"Our class worked with Baltimore Heritage to create a digital marketing plan to promote their historical boat tour," said Yuri Antoine, a senior Marketing major. "We identified target audiences-including sports enthusiasts, history fans, and tourists-then developed Google and social media ads, as well as an email marketing campaign with tailored messaging and visuals. We set up tracking metrics to monitor performance and optimize engagement and conversions effectively."

In addition to helping Baltimore Heritage reach new audiences, the students also developed website landing pages, email marketing templates, pricing strategies, and promotional assets.

"We created landing pages, blog posts, email and social media examples, and branded swag for Baltimore Heritage to adopt in their future campaigns," said Jenye Stanley, a senior Marketing major. "I also wrote a blog post about my experience on their boat tour. It is rewarding seeing my work and my classmates' work published and contribute to Baltimore Heritage's purpose."

Working with Baltimore Heritage not only provided the Marketing students with valuable real-world experience, but connected their coursework to their future careers.

"I learned the importance of collaborating with a marketing team while focusing on various aspects of a project to ensure everything runs cohesively," said Maddie Buher, a senior Marketing major. "Overall, this was a great experience learning how to work with a local Baltimore nonprofit organization in promoting a new product and seeing the success firsthand."