Natalie Nolte came to KU ready to learn the industry. She graduated ready to lead in it.

 

This Jayhawk POV story was written by Natalie Nolte, a December 2025 graduate of the William Allen White School of Journalism and Mass Communications. During her time at KU, Natalie combined coursework in digital marketing, advertising, and public relations with hands-on client experience that pushed her beyond theory and into leadership.

Now working as an Associate Client Partner at Spotlight Analyst Relations, Natalie traces much of her confidence back to one pivotal senior-year experience. By stepping into a leadership role on a real client campaign, she discovered what it meant to guide strategy, collaborate under pressure, and deliver work designed to make an impact beyond the classroom.

In her own words below, Natalie shares how that experience helped her bridge the gap between student and professional and prepared her for life after graduation. Read more of our Jayhawk POV stories for an inside look at the KU experience.

Hands-On Learning in Digital Marketing at KU

I am Natalie Nolte, a recent graduate of the William Allen White School of Journalism. My concentration was in digital marketing, advertising, and public relations, a path that meant my coursework was as diverse as it was demanding. I spent hours in the classroom learning the "how-tos" of journalism, from memorizing the AP Stylebook to studying how bacon and eggs became the breakfast we all know and love because of an iconic PR campaign.

While I felt equipped with the knowledge to succeed, as I approached the end of my degree, I felt like something was missing. I had the skills to pull off a campaign, but I hadn't yet had the chance to lead one from start to finish. I wanted to stop reading about the industry and start working in it.

Taking the Reins in JMC 640

That opportunity arrived during my final semester in JMC 640. We were introduced to our client: The Cosmosphere. This felt personal to me; as a Wichita native, I grew up taking family and school field trips to the museum. Within the first week, I stepped into the role of Account Executive and had the team I would be working with for the next four months. 

Suddenly, all that classroom theory was being applied in real-time, and I was the one holding the reins.

As the Account Executive, I served as the primary spokesperson for my team, The Orbital Group. My role was to initiate the planning and execution of our campaign from the ground up. In the beginning, the tasks felt small, like checking in with our professor and coordinating initial research. But as we dug deeper, my responsibilities grew. I began delegating assignments and focusing on our overarching vision: increasing awareness and knowledge of the museum’s offerings.

Insight from the Field

One of the highlights of this experience was visiting Hutchinson, Kansas, to see the Cosmosphere through the eyes of both a visitor and a researcher. I spent the day noting immersive displays and speaking to visitors to get their unfiltered thoughts.

These insights, coupled with our research, became the foundation of our project. I worked closely with my team to convert these observations into actionable items. It no longer felt like we were completing a class assignment; we were providing real-world solutions that could shape the future of the museum.

Research turned into Results

My team and I took our raw research and transformed it into tangible strategies the Cosmosphere could actually implement. One of the biggest hurdles we addressed was the location barrier. Since Hutchinson is at least an hour away from any major metro city, we knew we had to prove that the museum was worth the drive.

To solve this, we developed a series of targeted visuals and advertisements tailored to the area’s top demographics. These ads were designed to be implemented across the state, showcasing the unique experiences the Cosmosphere had to offer, which justified making the journey. We also launched numerous social media ads to maximize our reach virtually and close the awareness gap with audiences who might not have realized such a world-class facility existed in their own backyard.

Beyond traditional advertising, we devised plans to modernize the client’s digital presence. We focused heavily on UX/UI design, creating custom features to make the online experience as seamless as the physical one. 

We even created storyboards for video content with the potential to reach thousands of people across Kansas. With our client, no idea was too big, and having the freedom to think that way was a highlight of my time in JMC 640.

Beyond the Campaign

Looking back at my time in the William Allen White School of Journalism, I realize I was doing so much more than just checking off the boxes required for graduation. By stepping into the role of Account Executive, I gained the kind of confidence that only comes from real-world experience. Working alongside my team and the Cosmosphere to solve practical awareness issues allowed me to bridge the gap between classroom theory and professional practice.

This experience has equipped me with the skills to lead both myself and others through complex, strategic projects that require a sharp eye for detail—both big and small. I’ve already been able to take these lessons out of the J-School and apply them directly to my post-grad life as I begin my career.

The support and resources I received at KU allowed me to reach this goal, and I encourage any prospective Jayhawks reading this to take full advantage of the hands-on opportunities available here. KU will give you exactly what you need to succeed, and the community will be right there to cheer you on every step of the way.

Rock Chalk!