March 10, 2026

Ferris State marketing students impact Big Rapids residents through Old Jail Building survey, earning real-world experience

Ferris State University marketing students took on the challenge of hands-on learning through community involvement this fall with the City of Big Rapids, focusing on the fate of the Old Jail Building.

The partnership between the university and the city highlights the university’s mission to combine classroom knowledge with practical experience, as the project was made possible by the Marketing Insight Center, which took on the project on behalf of the city.

Ferris State’s Marketing Program Coordinator and professor, Henry Ho, advised the project, as students from Marketing Researching took the lead on creating a survey specifically for residents to share feedback on what they want to happen to the Old Jail. This included whether to preserve its historical value, repurposing it, or even removing the building entirely.

During a town hall meeting in February, Mayor Fred Guenther issued a special proclamation recognizing all the involved students’ valuable community service, as the Big Rapids City Commission publicly praised the students for their hard work and high-quality contributions.

Several marketing students had an opportunity to work on the project, including Addison Walling, Ian Marzolf, and Katie Grifka. All three students said they were shocked to see just how impactful the survey was, as they didn’t expect a class assignment to hold significant weight for their backyard community.

“This gave the City of Big Rapids a strong foundation for their decision‑making. One of our key recommendations was to continue the research through in‑depth interviews with residents, and I’m glad our work helped point them in that direction,” Grifka said. “When we learned that our project was for the City of Big Rapids and that we’d be presenting in front of the mayor it felt intimidating at first. But by the time we presented, we were fully prepared thanks to Professor Henry Ho. Receiving a proclamation from the mayor of Big Rapids recognizing our contribution was incredibly meaningful and something I’ll never forget.”

The trio agreed that the challenging yet rewarding experience helped to develop skills in marketing research project and instilled confidence in presenting during public meetings.

“I think the project benefited the City of Big Rapids by providing organized data that shows what residents think about the Old Jail. … I didn’t expect the survey to receive as much participation as it did, but it showed how much the community cares about what happens to the Old Jail and local decisions,” Walling said.

Marzolf noted that the Old Jail project added a new meaning to going above and beyond to piece together well-designed research for a community-driven plan, which they know will benefit them in their future careers.

“Overall, the experience was interesting and different from a typical class project. Instead of just completing assignments for a grade, we were working on something that could affect decisions in the community. This experience showed me how valuable marketing research can be when trying to understand what people think and what they want,” Marzolf said. “It also helped me see how important it is to ask the right questions and gather good data before making decisions. … It was cool to realize that something we worked on in class could help contribute to a real conversation happening in the community.”

Ho realizes that a rare opportunity like this offers the students a chance to leave a “lasting legacy” not only on the university, but on community members throughout the city. He noted that throughout the project, students displayed professionalism, sharp analytical skills, and a genuine desire to help the community as their research offered useful insights into what residents need and want, helping the city make plans for the Old Jail building.

“Student success is not just about academic achievement; it's about developing the skills and confidence to drive meaningful change in their communities,” Ho said. “The client-based project provides our marketing students with a unique opportunity to take on real-world challenges, collaborate with stakeholders, and create solutions that benefit the community.”

Marking professor Scot Squires echoed that the marketing program and the Marketing Insight Center are focused on developing student talent while fostering innovation through community connections, as the Old Jail project is a strong reflection of it.

“Students don’t just learn by listening to lectures or reading textbooks. When they engage in projects outside the classroom, they encounter real challenges, collaborate with diverse perspectives, and witness firsthand how their efforts can create a meaningful impact in the community,” Squires said.

The Marketing Insight Center is available to organizations interested in collaboration, as forms are available on the center’s webpage.