Students in the Advanced Public Speaking course presented strategic ideas to a local community leader to increase awareness and student engagement for a charitable music festival.
The audience was Alex Uhan, founder, organizer and driving force behind Country in the Burg (CITB), a Cedarburg-based country music festival that features national artists while giving back to the community. Since its launch in 2019, the festival has supported a variety of charitable organizations, drawing approximately 4,500–5,500 attendees each day.
Concordia University Wisconsin is also a proud sponsor of the event.
From classroom to community
The presentation served as the culminating assignment for the Advanced Public Speaking course, taught by Sandra Jahns. Throughout the semester, students engaged directly with Uhan — meeting with him twice prior to their final presentation and again for their formal pitch. These interactions gave students valuable insight into the festival’s mission, audience and current challenges.
The central issue they were tasked to address: College students are largely unaware of Country in the Burg and are not purchasing tickets.
With the 2026 festival scheduled for August 28–29 — and a lineup featuring artists such as Scotty McCreery, Josh Turner, Rodney Atkins, Brantley Gilbert, Mitchell Tenpenny, and Drake White — the opportunity to expand awareness among CUW students is both timely and significant.
“We have a wide demographic of people who attend Country in the Burg,” Uhan said. “But when you look at a lot of country music festivals, college students make a solid chunk of that. CITB and CUW are only 10 minutes from each other. It’s a perfect connection to not only grow awareness from our CITB fans about CUW and how amazing of place it is, but also CUW students and families finding out about our festival and wanting to attend and be part of it.”
Student-driven ideas with real potential
The presenting team included:
- Carter Fritzinger, business communication major
- Erica Herzog, mass communication major
- Emma Kaiser, business communication major
- Aili Scott, mass communication major
- Rosa Yadgir, mass communication major
Several other students from the course were also in attendance, supporting their peers and participating in the professional presentation experience.
Together, the group outlined a clear objective: ensure that every CUW student knows about the event, has easy access to tickets, and feels connected to Country in the Burg.
To accomplish this, they proposed a range of creative, student-led solutions.
One idea featured a campus-wide poster competition, inviting student groups — such as athletic teams, theater organizations and clubs — to design and distribute promotional materials throughout the community. Each poster would include a QR code linking directly to ticket sales, with incentives like prizes or a percentage of proceeds encouraging participation.
Another concept leveraged social media with the question: “How do you live country?” This campaign would invite students to share their own experiences, building awareness through authentic, peer-driven content.
In addition, Aili Scott developed merchandise concepts designed to promote the festival and expand its visibility both on campus and beyond.
“I was inspired by country-western themes and other examples of country festival graphics, but I also wanted to incorporate Cedarburg’s beauty,” Scott said about the design process. “I wanted my designs (see below) to be simple mock-ups that could be translated to everyday wearability and aesthetic. From the perspective of a college student and music lover, I combined the themes into something I personally would wear.”
A growing partnership
Beyond the classroom, the project has sparked ongoing conversations about deeper collaboration.
There is also potential for internships across multiple CUW programs — including communication, finance and marketing — allowing students to continue contributing to the festival while gaining valuable professional experience.
“What these five students did was really impressive,” Uhan said. “You can tell they took their time to really develop a plan that would work for us.”
Living out Concordia’s mission
Experiences like this reflect Concordia’s commitment to preparing students for lives of purpose and service, equipping them to use their gifts in meaningful ways.
By working on a project that blends communication strategy, creativity and community impact, students not only strengthened their professional skills but also contributed to an initiative rooted in giving back.
For these students, the assignment was more than a presentation. It was an opportunity to engage with a real client, solve a real challenge, and take part in work that serves others.
“Presenting our ideas to a real client was honestly both exciting and a little nerve-wracking, but it made the whole experience feel so much more meaningful,” Kaiser said. “It pushed us to take the project seriously and really think through every detail, knowing it wasn’t just for a grade anymore.
“This experience taught me a lot about communicating clearly and confidently, especially in a real-world setting,” she continued. “I realized it’s not about sounding perfect — it’s about being prepared, genuine, and working together to present something you believe in. More than anything, it reminded me how important teamwork is and how much stronger ideas become when everyone contributes.”
And for Country in the Burg, it may be the beginning of a growing partnership — one that brings fresh energy, student involvement, and shared purpose to a festival committed to making a difference.
“It will be a great relationship for future years, as the tradition gets passed down to new students that come to CUW, about how fun CITB is and how they get to say their university is part of a music festival that gives back to charities,” Uhan said.
Get involved
Country in the Burg returns August 28–29 in Cedarburg, featuring nationally recognized artists and a mission rooted in giving back to the community. Interested in attending or learning more? Visit countryintheburg.com to explore the lineup, purchase tickets, and see how the festival supports charitable causes.
*Note: Concert photos courtesy of Country in the Burg.
For more information on CUW’s previous local partnerships, read “Rise, shine, and fellowship: Strategic sponsorships bring summer fun to the community (Updated)”
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Concordia University Wisconsin is a Lutheran higher education community committed to helping students develop in mind, body and spirit for service to Christ in the Church and the world.