Five years, 671 clients: UW-Oshkosh Digital Marketing Clinic leaves lasting legacy as final cohort graduates

Kathy Fredrickson, center, stands with members of the final Digital Marketing Clinic cohort at the University of Wisconsin-Oshkosh. From left are Ella Roux, Megan Koshollek, Hailey Hilsenbeck, Temi Kayode-Ojo and Carleen Meyer.

Hailey Hilsenbeck was still in middle school when she launched her first business, an Etsy shop selling slime during the height of the trend.

Now, as she prepares to graduate from the University of Wisconsin-Oshkosh, Hilsenbeck, an interactive web management major from Pewaukee, is turning years of self-taught skills and hands-on experience into ClickWave Media LLC, her own digital marketing business.

Her entrepreneurial path was shaped in large part by UW-Oshkosh's Digital Marketing Clinic, a student-powered program where intern-consultants work directly with small businesses to deliver digital marketing strategy and support.

"The DMC gave me everything I needed to move from passion to profession," she said.

The Digital Marketing Clinic was launched in 2020, at a time when many small businesses were struggling to adapt to rapidly changing digital demands. Initially supported through federal pandemic relief funding, the program paired student intern-consultants with business owners across Wisconsin, offering no-cost digital marketing support while giving students hands-on, real-world experience.

Over five years, the clinic has supported hundreds of small businesses across Wisconsin while preparing students to step confidently into their careers.

A model built on impact

For Kathy Fredrickson, marketing and advertising faculty member and director of the Digital Marketing Clinic, the mission was always rooted in something bigger than marketing.

"When you are supporting a small business owner, you are supporting their dreams," she said.

That philosophy guided the work from the beginning, shaping a program that blurred the line between classroom learning and professional practice.

Over five years, those dreams added up. The clinic served 671 clients across Wisconsin, delivering 9,626 consulting hours and reaching businesses in 52 counties. From rural communities like Viroqua, Monroe and Ashland to urban centers such as Waukesha and Fond du Lac, student consultants brought digital marketing expertise to business owners who often lacked access to those resources.

The impact extended beyond individual businesses. Through their work, the clinic helped support more than 6,500 jobs statewide, strengthening local economies and empowering entrepreneurs.

"We built a model that can scale in higher education," Fredrickson said. "It's like a community impact loop. The returns circle back into the community when student consultants either start their own businesses or provide impact from day one to employers."

Real-world experience, real results

Unlike a traditional internship, the Digital Marketing Clinic operated as a fully functioning agency. Students led client consultations, developed marketing strategies and delivered measurable results while working directly with business owners across the state.

Working with real clients meant navigating real challenges. Business owners came to the clinic with urgent needs, whether improving their online presence, reaching new customers or adapting to an increasingly digital marketplace.

"In those conversations, desperation turned to hope," Fredrickson said, noting that clients often received up to 20 hours of no-cost consulting from trained student marketers.

For Christine Moeller, owner of WPM Creations LLC, that support came at a critical moment as she prepared to launch her business, working directly with student consultant Hilsenbeck.

"Hailey guided me through the entire website process, from initial layout to construction, and made it effective for both my launch and future growth," Moeller said. "Her approach was focused, engaging and supportive-a delight to work with."

Building confidence and careers

For Hilsenbeck, the experience was transformative.

"Before this role, confidence and independence were two of my biggest personal challenges. I relied on long, written-out scripts before every presentation. I was terrified to share my opinions or push back on ideas," she said. "Now I've presented and consulted at clinics across Wisconsin in Wausau, Ashland, and Viroqua, and I can proudly say I made an impact on over 30 small business owners."

Through her work, Hilsenbeck built skills across nearly every area of digital marketing while also learning how to manage client relationships, communicate professionally and deliver measurable results.

Moments that matter

Some of the most meaningful moments came through direct connections with clients.

Hilsenbeck recalls traveling with her team to a farm in Mineral Point, where she directed a full-day photo shoot for a client, capturing the story of an agricultural spraying business in action and building a lasting relationship.

"That kind of genuine relationship reminded me exactly why I love this work," she said.

The final cohort

Hilsenbeck is one of five students graduating from the final cohort of the Digital Marketing Clinic. The group also includes Ella Roux of Beaver Dam, Carleen Meyer of Kiel and Megan Koshollek of Neenah, all marketing majors, along with Temi Kayode-Ojo of Nigeria, an interactive web management major.

Together, they represent the culmination of a program that has trained 35 student consultants over five years, equipping them with the experience and confidence to enter the workforce or create their own paths.

Turning experience into opportunity

Hilsenbeck's business, ClickWave Media LLC, will focus on helping small businesses and entrepreneurs strengthen their online presence through services such as website design, branding, content creation and digital strategy.

"People who have a great product or service but need help telling their story and showing up online in a way that actually converts," she said.

She plans to officially launch the business shortly after graduation in May 2026.

A legacy that continues

That forward momentum reflects a broader legacy of the Digital Marketing Clinic.

Over the years, students have left the program with more than just technical skills. They have built portfolios, developed professional networks and gained the confidence to contribute immediately in their careers.

That impact continues through alumni like Taylor Baker, a 2022 graduate now working as a digital experience specialist at Plexus Corp.

"I think my biggest takeaway was how to use data to drive decisions," Baker said. "Showing clients the metrics and the impact they can have when they use the right digital marketing tools and campaigns-that's something I use every day in my job."

She said the experience stood apart from traditional coursework.

"The clinic gave you real-world experience. You're working with real clients, real data, real products," she said. "In the classroom, a lot of times you're working with simulations or made-up scenarios, but this was directly applied."

While the program is coming to a close, its influence will continue through the students it helped shape and the businesses it supported.

"My hope is that the last five years will live on in the impact for the owners and the student consultants who served them," Fredrickson said.

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