Hailey Wiggins has learned to find her own way. She knew early in high school that she would study business marketing. True to her instincts, she graduated from Northern Kentucky University’s Bachelor of Science in Business Administration (B.S.B.A.) – Marketing program in May 2020.
“NKU has a great business program, and I decided I wanted to be a part of that,” she said. “They really focus on their students and make sure you don’t feel like you’re just a number.”
Like many of her classmates, Wiggins made the time to participate in campus activities on top of her studies and work. She was involved in several on-campus organizations, including The Underground Agency focused on marketing. She spent a month studying abroad in Bremen, Germany.
“I worked from one to three jobs at any given time, including internships every semester, but I was still very involved, even serving as president of the Delta Zeta sorority and the Student Alumni Council,” she said. “That’s just the nature of NKU — we’re a very hands-on school.”
Gaining Experience
Wiggins credits her early success in her marketing career to her experience in the B.S.B.A. program, her internships and her involvement in organizations. During her time at NKU, she completed research and marketing projects with real-world clients — such as Procter & Gamble (P&G), Frontier and P.L. Marketing — and learned the ins and outs of what marketing jobs would entail in the real world.
“We were held to the same quality standards expected from an independent research company,” she said. “That gave me a lot of experience and confidence to be where I am today.”
Wiggins worked at The Underground Agency under the direction of Dr. David Raska for the three years she spent completing her undergraduate degree. One of her favorite projects was for P&G. Her group curated social media advertisements that P&G tested, using metrics to help determine the most effective marketing strategies going forward.
Finding Inspiration
Wiggins works at P.L. Marketing in Newport, Kentucky, as a space planning analyst designing the hair care section of Kroger stores nationwide. In December 2020, she started her own small business, the Iva Jean Soap Company. She likely inherited her entrepreneurial spirit from her parents who both own businesses.
“I would definitely say my parents inspired me as well as my professors,” she said. “Dr. David Raska was great at encouraging us to learn on our own. He inspired me to listen to podcasts. I discovered the How I Built This podcast that teaches me about entrepreneurs launching their businesses, the pros and cons, highs and lows, and ins and outs.”
Her favorite course in the NKU B.S.B.A. program, Advanced Marketing Research with Dr. Aron Levin, helped prepare her for the business world and gave her a deeper understanding of surveying, choosing sample sizes and analyzing results.
“I was selected among my classmates to present our research project about NKU experiential learning to the entire faculty and staff within the College of Business. It was very well received and the most meaningful project I have ever completed,” Wiggins said.
Despite the challenges of the COVID-19 pandemic, her business is doing well.
“I’ve had a lot of support from my community enabling me to start selling at boutiques, wineries, a country club and a hair salon while I slowly grow the business into the direction I want to take it,” she said.
Back to the Books
Other than her grandmother, Wiggins was the first in her immediate family to complete a bachelor’s degree. She is continuing her education in NKU’s Master of Business Leadership & Innovation (MBLI) program, and her parents could not be more supportive.
“I tried really hard not to pick the same university for grad school because I wanted to diversify my academic studies, but I couldn’t find a program that was better suited for me,” she said.
NKU’s MBLI program is perfect for her goal of bettering herself and her relationships with others in the professional world.
“A traditional MBA wasn’t a great option for me,” Wiggins said. “I fell in love with the Master of Business Leadership & Innovation program because I was able to not only focus on myself but to also interact with co-workers more effectively.”
Wiggins takes two classes per semester: one online and one hybrid course. The hybrid course is mostly virtual with an in-person Saturday session once per month. She has a 10-day study abroad to complete next year to round out her graduate degree, potentially in Asia. She is planning to complete the NKU MBLI program in August 2022.
“NKU has the number one return on investment for the entire state of Kentucky and the Greater Cincinnati area,” she said. “Never underestimate the value of your education.”
For now, Wiggins is focused on raising her two puppies, expanding her role at work, growing her new small business and completing her graduate degree. She is also planning a wedding this fall.
She advises others: “Just like anything else, what you put into something is what you will get out of it. Do not use your job as an excuse to not get involved. You will naturally figure out a way to manage your time.”
Learn more about NKU’s online business programs.
