On January 16, 2025, the Academy at Shawnee's Business and Entrepreneurship students showcased their innovative skills by presenting social media branding strategies for the Belle of Louisville. This collaboration marked the culmination of months of effort, as students worked closely with Heather Funk, Communications and Content Manager for the historic steamboat, to modernize its online presence and engage younger audiences.

A Collaborative Learning Experience

Heather Funk, who has partnered with Shawnee students since November, praised the initiative as a mutually beneficial project. "I love being able to give the kids real-life examples and seeing them reach an end product," she shared. "We learn from each other. I learn as much from the students as they do from me." Funk's weekly visits to the classroom provided guidance and feedback as students analyzed the Belle's current branding and developed actionable strategies.

Dr. Reginald McDaniel, Business Management & Entrepreneurship Teacher at Shawnee, emphasized how such projects align with the Academies of Louisville model by fostering peer mentoring, real-world learning, and a sense of community. Seniors supported juniors during presentations, reinforcing a collaborative spirit that mirrors professional work environments and strengthens the school community.

“I love being able to give the kids real-life examples and seeing them reach an end product.”

— Heather Funk

Creative Solutions for a Historic Brand

The students' mission was clear: help the Belle of Louisville shed its "same old Belle" image and resonate with a broader, younger audience. Each group delivered comprehensive social media strategies that included SWOT analyses, target audience research, content calendars, and mockups. Their ideas ranged from leveraging storytelling about the Belle's rich history to incorporating trending platforms like Instagram Reels and TikTok alternatives.

Highlights from the presentations showcased innovative approaches to content creation and platform utilization. Students explored emerging platforms like RedNote and suggested age-targeted strategies to reach diverse demographics. TikTok alternatives were a hot topic, reflecting the students' awareness of recent cultural shifts. They introduced Funk to tools like Google My Business and discussed Instagram's potential as a TikTok replacement. The presentations featured creative content ideas such as "Fun Fact Friday" and proposed posting schedules aligned with social media best practices, recommending 3-5 posts per week on platforms like Instagram and Facebook.

Funk actively engaged with the students, often asking follow-up questions to gain their perspectives. She inquired about their social media habits, local influencers they follow, and what content captures their attention. Students demonstrated their research skills by analyzing the Belle's top-performing posts, noting that compelling openings within the first 1-3 seconds significantly boost engagement rates. They also proposed strategies to turn challenges into opportunities, such as using the Ohio River's brown water for engaging storytelling. The presentations consistently emphasized the importance of featuring Martha Gibbs, the Belle's calliopist, recognizing her as a key asset in their social media campaigns.

Real Impact Beyond the Classroom

The students' insights have already influenced the Belle's social media strategy. For example, their suggestion to feature calliope music led Funk to uncover archival footage that became some of their most engaging content. Moving forward, Funk plans to incorporate more student ideas into future campaigns, including a legacy project aimed at teaching people how to become riverboat captains.

The partnership exemplifies how experiential learning can empower students while benefiting local organizations. As the project demonstrates, combining youthful creativity with real-world challenges sets a new standard for how historic institutions can connect with modern audiences while inspiring the next generation of business leaders.