Calvin News

Calvin’s Master of Arts in Media and Strategic Communication (MMSC) program knows that the best way to learn advertising is to do advertising. That’s why Calvin’s student-led agency, Skylight Media Agency, takes on client projects, such as a recent project completed for Klingman’s Furniture & Design.

The project was born from the MMSC network. A fellow alumnus, now the Director of Marketing at Klingman’s, reached out to Skylight because of the agency’s reputation for high-level strategic work.

Under the guidance of professor Simon Post, an MMSC alumnus, the summer 2026 cohort—Taheer Alibahi (Strategist), LaShone Manuel (Account Executive), Chloe Yonkus (Art Director), and Alex Johnson (Copywriter)—stepped into the role of professional consultants.

The Challenge

Klingman’s is a West Michigan furniture store staple, but many people are unaware of their interior design services. Skylight’s group was asked to consider ways to increase awareness of Klingman’s professional interior design services and convert furniture shoppers into long-term design clients.

The Strategy: "More Than Spaces"

Through deep research, the Skylight team identified a key insight: homeowners do not want endless choices, they want expertise and guidance, personalized to reflect their self-expression.

The team presented two distinct campaign ideas:

1. Living Spaces: Focusing on the furniture and the design process itself, the student team came up with several unique ways that Klingman’s could showcase the talent of its design staff, including bringing showcase spaces into frequently visited venues in the area and hosting a mini-series competition between designers. 
2. More Than Spaces: Focusing on the memories made within a home, the second campaign offered a heart-centered approach—from grandparents holding grandkids to friends lingering over a bottle of wine.

The Outcome

Klingman’s was thrilled. Professor Post shared, “Klingman’s was very pleased with the presentation, citing that Skylight understood their brand very well and delivered ideas that were not only strategically sound but also creatively unique and executable.”

Why Skylight Matters

"Advertising is one of the most difficult disciplines within communication," said professor Post. "It takes intense strategy, research, and creativity. Calvin students excel because thinking deeply is the most essential skill in this industry."

By moving away from static textbooks and into the world of real clients, MMSC students gain key skills they’ll use on the job. Post shared, “Skylight is one of Calvin’s most unique course offerings. As a current advertising professional, I’m able to teach students knowledge and tactics that are in use right now.”

Students also learn what it’s like to work directly with clients. “Clients are mutable. They can be wrong. They can change their minds. Very seldom do advertising professionals have a single, static target to hit with their campaigns, and this course teaches students how to be flexible and roll with the punches.”

Learn More

Join us the MMSC team for a virtual information session on Sept 22, 2026, 6:00 p.m. to learn more.