A local program that helps teens and young adults with autism and other learning differences needed a way to let their target community know about its services. A Siena MBA class had their back.
Transitions is the fitting name for the post-secondary program that assists young adults in making the leap from living at home or attending school to enrolling at college, starting a career, or living independently. Transitions is one of several programs offered by The Arc Lexington, which has its flagship campus in Mayfield and now has locations in Albany and Cobleskill. They were experiencing some difficulty with the program in Albany in terms of market penetration, positioning, and general awareness. Being a non-profit, their budget for a consultant was very limited.
The Arc Lexington CEO Shaloni Winston knew just where to reach out for help. She contacted Rashmi Assudani, Ph.D., dean of Siena’s School of Business, who connected her with Adam Nguyen, Ph.D., professor of marketing. He turned it into a case study for his Marketing for Managers class (MKGT550).
“Although enrollment in the Transitions program has grown, it appears to have captured only a tiny portion of the addressable market in Albany,” said Nguyen. “Public awareness of Lexington in the Albany area is low, and there is a need to better identify potential participants whose requirements are the right fit for Transitions’ services.”
The 25 students formed six teams to analyze various aspects of Transitions’ current marketing plan and then develop recommendations to go forward. There was a midterm presentation to garner initial feedback, and a presentation of the final proposal to Winston and her leadership team on November 22 in Albany.
Hanna Boehm ’25 MBA said working on the project gave her and her classmates the opportunity to gain real world marketing experience through trial and error.
“Receiving feedback from Transitions staff helped us to shape our marketing plans in a way that could best assist them,” she said. “It was also rewarding to work with a company that is aligned with Franciscan values.”
“Working with Transitions on their mission to empower neurodiverse young adults was a profoundly rewarding experience,” said Thomas Waters ’25 MBA. “This project not only sharpened our marketing skills but also reminded us of the real-world impact a thoughtful strategy can have. Helping a non-profit create pathways to independence and career success was an inspiring reminder of why we pursue business with purpose.”
Veronica Forth ’25 MBA agreed that the opportunity to present an “actionable marketing plan” to Transitions was a great hands-on experience.
“My team and I were able to directly apply what we learned in Professor Nguyen’s class to the project,” she said. “I’m grateful I was given the chance to present such a plan, and do so alongside such nice people.”
The respect was mutual. Winston expressed “heartfelt gratitude” for the opportunity to collaborate with the Siena MBA marketing class.
“The students’ diligent review and thoughtful recommendations will undoubtedly enhance Transitions’ marketing and outreach efforts,” she said. “Their work will play a key role in helping us reach more young adults with autism and learning differences, empowering them to achieve their aspirations in the workforce, college education, and independent living—especially as we expand our new Albany campus.”
Nguyen said the goal of the Siena MBA is to educate leaders who are not only effective but compassionate, and the marketing plan for Transitions was a perfect way to develop both traits. This marks the first time he has worked directly with a community organization and plans to do so again.
Assudani noted the mutual benefits to partnering on an experiential project.
“Meaningful education experiences built on the foundations of Siena’s Franciscan mission are key pillars of the School of Business strategic plan,” she said. “Academic exemplars like the MKTG 550 class are testament to our commitment to the strategic and societal plan as well as to impactful student learning. We are most grateful to Ms. Winston and The Arc Lexington for this opportunity.”