Moore partners with FSU to develop the next generation of communications experts

​In a couple weeks, Tallahassee will come to life as thousands of university students return for the new school year.

Picture of Florida State University Ruby Diamond Theater and fountain
Photo of Nanette Schimpf

Nanette Schimpf

Vice President

Their presence quickens the pace of everything in the capital city. Our streets, restaurants and shopping centers buzz with new energy. Students work as interns in our local businesses, serve as volunteers in our schools, and in general, add a youthful spirit to our town. They also bring their creativity and ingenuity to Moore.

As we begin the fall semester, it’s a great time to tell you about a partnership between Moore and Florida State University that’s developing the next generation of communications experts.

We partnered with the FSU School of Communication to create the Incubation Lab, an innovative program that gives students the opportunity to work as part of a team conducting market research and proposing solutions for Moore clients.

We’re not aware of another program quite like this.

“It is common to have students working on real-world marketing challenges,” says Patrick Merle, assistant professor and director of the Integrated Marketing Communication Program at FSU, “but it’s not as common that clients attend the presentations, judge the proposals and give feedback directly to the students.”

Students work in teams, just as they would in the professional world, so that each team has an account manager, a copy writer, a research director, etc. The teams compete to bid for the client, and they all pitch solutions to the client.

In the fall semester, the teams focus on research, and in the spring, they use that research to develop their solutions. Organizations who have benefited from the students’ work include Tall Timbers Research Station & Land Conservancy, the Tallahassee Memorial Healthcare Animal Therapy Program and the Florida Sheriffs Association.

The students view challenges from a different perspective, and at Moore, we value their ideas. For the Florida Sheriffs Association, the students took on the challenge of appealing to a younger audience. They recommended that the association strengthen its presence on Instagram, and they created content for the account, which has achieved great results.

Merle, a longtime friend, and I developed the Incubation Lab, and it has been a great partnership for three years. FSU is focused on being the best, as is Moore. The lab bridges the divide between academia and professional agencies and feeds one of my personal passions, which is mentoring.

As one of the country’s top 75 PR firms, Moore has always been committed to giving back through our internship program, which gives students access to learning and experience by working alongside our team. The Incubation Lab is strengthening our commitment to young professionals.

The lab also dovetails with one of our community’s priorities, which is recruiting more talent from local universities to stay in Tallahassee. Moore has already hired several interns as a result of the lab. When people come to Moore, they tend to stay. In fact, many of the top leaders in our agency are former interns. As with everything we do at Moore, we’ll continue to improve the Incubation Lab to serve our clients and the students who are the future of our profession. The lab is another way that we’re committed to doing Moore for our community!