Lindenwood University advertising and public relations students gained hands-on experience by developing a new marketing campaign for Guns ‘N Hoses. The annual charity boxing event supports BackStoppers, a local nonprofit that provides financial assistance to families of fallen and injured first responders. As a part of the project, students reimagined the event’s branding and introduced the “Red and Blue: Battle at the Lou” tagline which featured across this year’s campaign.

The students, led by Professor of Advertising and Public Relations Dr. Kristy Tucciarone, partnered with the event’s organizers to expand its reach among younger audiences. The project challenged students to design a campaign that would attract attendees ages 18 to 30, a demographic that typically watches the event but rarely attends in person. Executive Director of Guns ‘N Hoses Steve Holley said the students’ ideas directly influenced the campaign. "We did use versions of all of them,” Holley said. “They did a marvelous job and were very creative and right on the money with their suggestions and analysis."

Sierra Johnson, a marketing professional representing Guns ‘N Hoses and Lindenwood alumna, shared a similar sentiment. “We were absolutely blown away by their strategies, content creation, and execution,” Johnson said. “So much so that we created a Young Professionals Group, coined ‘Guns 'N Hoses Next Gen,’ to continue their efforts and bring them to fruition.”

Students presented a full campaign package that included social media concepts, radio spots, and promotional videos. They also pitched an in-arena activation that inspired the new Next Gen Zone. A private section at the event, the Next Gen Zone was created to bring together the next generation of supporters. Students also proposed interactive fan experiences such as pull-up contests, punching velocity games, and hammer strength tests to engage attendees with the event’s competitive spirit.

Tucciarone said the partnership exemplifies the kind of real-world learning that prepares Lindenwood students for their careers. “I'm teaching that as they're crafting the campaign, and it's the light bulb moment,” she said. “They're seeing what they're learning in the classroom and how it's applying to a real campaign.”

Through collaborations like this, Lindenwood students continue to turn classroom lessons into professional experience, gaining the skills and confidence to succeed in their careers and communities.