When Erika Balser, Senior Digital Marketing Manager, was approached by Florida Atlantic University’s (FAU) American Marketing Association (AMA) chapter, she didn’t realize it would spark a relationship that would blend her professional expertise with her passion for mentorship. What began as a guest speaking opportunity has grown into a collaboration that benefits both the university’s students and the company.
“It all started when FAU’s American Marketing Association’s chapter invited me to speak at one of their meetings last spring,” Erika recalled. “They bring in local professionals, and I shared what we’re doing at our company with our marketing initiatives.”
Her presentation resonated with the students and faculty at the university in Boca Raton, Florida, leading to a conversation with a professor about a unique opportunity to sponsor a class project. The idea was simple yet impactful.
“The professor explained that her class was looking for a sponsor,” Erika said. “From our end, we needed to provide a campaign assignment and a brief. At the end of the semester, the students will present their work, and we can use the content they created for our websites, social media accounts and more.”
Erika and her team jumped at the chance, crafting a project that challenged students to think creatively. The assignment focuses on creating campaigns for three Domino® Sugar products: brown sugar zipper bags, Sugar for a Buck bags and Baker’s Sugar.
The twist?
“They can’t use recipes,” Erika explains. “We want them to figure out how to market these products without relying on the usual baking angle.”
The students are tasked with conducting surveys, creating social media videos, writing SEO and AEO-optimized articles and even proposing unique brand collaborations.
Erika’s involvement with the university doesn’t stop there. She also joined FAU’s Marketing Executive Advisory Board, which includes professionals from companies like GoDaddy, to help shape the university’s Marketing curriculum. Additionally, she has previously spoken at FAU as a member of the women’s empowerment, giving career advice to the next generation.
For Erika, this partnership is about more than just sharing knowledge; it’s also about building a talent pipeline.
“Every summer, we bring interns onto our team, and our goal is to keep as many as we can,” she says. “Partnering with FAU helps us connect with young professionals early, especially in a market like Palm Beach County where it’s hard to find entry-level talent. We want students to know that major CPG brands like ours are right in their backyard.”
Erika credits the company’s supportive culture for enabling her to pursue these opportunities. “I’ve been here for over nine years, and one of the best things about our company is that if you’re hungry and driven, you’ll be given opportunities,” she says. “My manager, Paula Summers, was incredibly encouraging when I was approached for this, and that support makes me even more passionate about sharing how great our company is with the next generation.”
From mentoring students to shaping curriculum and fostering innovative marketing strategies, Erika’s partnership with FAU is a testament to the power of great collaboration.