This story was published in the Fall 2024 edition of H, UHart's magazine.
UHart Students Help Alumnus Build Community-Based Soccer Organization
The collaboration began during the spring semester of 2021, when students in UHart’s Making Sense of Social Media course worked with Kenniel Martin ’07 and the Hartford Lions Soccer Academy as their “client.” Eager to reconnect with his alma mater, Martin, who was a business management major, sought to create a partnership with the School of Communication and its students. He needed assistance with marketing efforts, particularly in creating social media content, making it a perfect match for this particular class.
The Hartford Lions Soccer Academy (HLSA) is a nonprofit organization whose mission is to positively impact the development of youth in the Greater Hartford community by providing them with soccer and life-enriching opportunities, to create and nurture valuable soccer instruction, and to enhance their social and physical health by fostering a positive and safe environment. Martin, who was a standout member of the Hartford Hawks men’s soccer team from 2003 to 2007, is the founder and executive director of HLSA.
“Immediately after graduation, I began playing professional soccer,” explains Martin, who works for the State of Connecticut Department of Social Services as a fiscal administrative officer. “I had the incredible opportunity to play in Romania, Finland, and Turkey. During breaks from my travels, I would return home and stay connected to the University of Hartford community by volunteering at basketball games. I also used the University’s facilities to stay in shape, which helped me maintain my fitness for the demanding professional soccer schedule.”
Martin founded HLSA in 2018, rooted in a deep desire to give back to the community that had given him so much. “I didn’t want to be part of an organization that just focused on soccer. It was important to me that the academy had a strong sense of community, enrichment, and an educational component—not just for the kids but for their families as well, because they are the core of what we do.”
Under the enthusiastic guidance of Sarah Miner, assistant professor in the School of Communication and faculty director of the student-run agency named Crested Communications, students explored social media theories, concepts, and activities through the practical lens of an actual client. “This not only provided an invaluable experiential learning opportunity, but also allowed the students to build their portfolios,” Miner notes. “Moreover, it instilled in them a sense of responsibility and ownership over the project, enhancing their overall learning experience.”
Kenniel Martin ’07, UHart AlumnusI didn’t want to be part of an organization that just focused on soccer. It was important to me that the academy had a strong sense of community, enrichment, and an educational component—not just for the kids but for their families as well, because they are the core of what we do.
Miner adds that students were given several learning objectives aimed at enhancing the HLSA organization’s social media presence and online community. Using Patrick Hanlon’s book The Social Code as a guide, students conducted an in-depth analysis of the Hartford Lions brand, assessing how it was presented online and whether its community was connected through these elements. Additionally, the students developed social media personas to ensure the content was aligned with Martin’s target audience.
“After completing these activities and others, the students created evergreen content that Kenniel can use repeatedly,” Miner says. “Their final project included a content calendar, social media templates, and 14 weeks of Facebook content. In the end, the students presented their ideas and content through a PowerPoint presentation, showcasing their work, social media content, and recommendations for the future.”
Miner believes that this partnership offered significant benefits to both the students and Martin. By engaging in an experiential learning project, the students had the chance to develop their professional skills and competencies, with the course serving as a strong foundation. Additionally, they improved their business communication skills through extensive correspondence with Martin. “Moreover, since the project was centered around a community-based youth organization, the experience fostered a supportive environment focused on kids and families,” Miner observes. “This left the students with a deep sense of pride, purpose, and altruism, enriching both their learning experience and their personal growth.”
For Martin, the students provided a valuable collection of content that he could utilize as needed. This collaboration also allowed him to gain a clearer understanding of the type of content that would help him effectively reach his target audience and achieve his goals for the organization’s growth and sustainability.
Martin adds that Miner has been a huge supporter of the Hartford Lions Soccer Academy from day one. “Professor Miner’s support has been instrumental in our growth,” he emphasizes. “I’ve had the opportunity to do presentations for her classes, and in turn, they have consistently provided us with interns who have made a significant impact on our organization. Her commitment to connecting her students with real-world experiences has been a tremendous asset for us, and I’m looking forward to continuing our collaboration with Professor Miner and her students in the future.”
This story was published in the Fall 2024 edition of H, UHart's magazine.