The initial students involved in The Bird's Nest, with director Karen Freberg (center).
The initial students involved in The Bird's Nest, with director Karen Freberg (center).

The Bird’s Nest, a full-service, student-run agency focused on strategic communications will be lending their creativity to Churchill Downs leading up to the Kentucky Derby. The agency is developing content and managing projects during Derby week for the social media channels, including TikTok and Instagram. Students also will assist with event planning and public relations aspects of the Red Carpet.

“I am so grateful for all the opportunities that UofL has made possible for me during my academic career,” said Savannah Newton, communication major and director of research for The Bird’s Nest. “The Derby has 149 years of history within the Louisville community and the university is both a blend of innovation and tradition. I am honored to be a part of the legacy.” 

Karen Freberg, professor in strategic communication and director of The Bird’s Nest says she appreciates the partnership with Churchill Downs.

“This will be an incredible real-world experience for our students at the University of Louisville to showcase their creative, strategic and marketable skills in social media, public relations and event planning for their future internships and future jobs,” Freberg said.

The agency offers a variety of services for clients in social media, branding, video production, event planning, public relations, digital content, research, advertising and influencer marketing. The Bird’s Nest charges a modest fee for services negotiated between the agency and the client. All fees are used to support student initiatives such as supplies, professional development, scholarships, conferences and student work. Read more about The Bird’s Nest.