Student Spotlight: Social Media Case Study
Sport and Event Marketing & Management (SEMM) | Medicine Hat College (MHC)
It’s one thing to learn the theory behind promoting and executing events, and another entirely to have hands-on experience to see a project through.
For SEMM students, Hailey Gray and Jordan Hieb, a project focused on producing social media content for a large-scale local event, boosted the students’ skills in graphic design, videography, and editing, while building confidence to take on real-world projects.
What is SEMM at MHC?
Tailored to those who have a passion for the fast-paced world of sports and entertainment, students in the two-year diploma program learn what it takes to make an event run smoothly from planning to execution.
Throughout the program, students connect with industry professionals and gain hands-on experience in courses like:
- Sport and Event Fundraising and Sponsorship
- Event Content, Design and Application
- E-Sports Management
- Sport Event Media and Public Relations
In their final year, students participate in a work-integrated learning experience, collaborating with employers throughout Southeast Alberta to apply their skills in the field.
How the social media project built career-ready skills
In their Event Content, Design and Application course, the students learned the principles of marketing design, creating ad content, websites, banners, and collateral materials for events.
Tasked with proposing a campaign for the 2025 Larry Godin Classic Sledge Hockey Tournament in January, the class created marketing assets, including static image posts, a video post, and suggested ad copy for Medicine Hat Adaptive Sport and Recreation.
“I definitely gained practical skills with video editing and videography, but I am also very proud of how the project came together in the end,” says Hailey. “I wanted to create a short video that would tell a story and build an emotional connection with the audience and in the end, I think that was successful.”
Inspired by the organization’s values, Hailey and Jordan produced a campaign capturing the “heart, grit, and courage” of the event. They even obtained viewer’s choice from the organization for their outstanding work in brand identity and social media marketing design.
“From the people who make day-to-day operations to the volunteers and players, this group is capable of giving everyone an equal opportunity to play sports and find something they love to do,” says Jordan, who saw their impact on Medicine Hat first-hand while attending the event.
“With six local teams spread between the three divisions, Medicine Hat was able to support these players not only by watching the games but also by making some amazing donations for the Adaptive Sports raffle table.”
Prior to entering the program, the students had limited skill in graphic design or videography and appreciated the ability to develop those skills.
“This was the start of my creative side being explored,” says Jordan. “Since this project, I have enjoyed creating graphics for other classes and my internship, because of this it may have created a full-time position for me to continue to make graphics for the organization.”
Advice from a SEMM student
“Don't be afraid to try new things - whether it's videography or sledge hockey,” adds Hailey, who immersed herself into the project. “My biggest takeaway is that if I have a vision, I can find a way to bring it to life and I think that will be able to apply to anything in my future career.”
Jordan adds his appreciation for the organization’s role in creating equal opportunity to play sports, no matter their skill or disability.
“Our tagline of "Hockey Redefined" represents what is truly happening on the ice. The way they can overcome their challenges and still be able to participate and compete in this league. I hope everyone can redefine their definition of sledge hockey and find a way to support this amazing organization.”
Learn more
Get in on the action with the SEMM program! Explore Sport & Event Marketing and Management at Medicine Hat College: www.mhc.ab.ca.