This year’s Excel TECC marketing class set an ambitious goal at the beginning of the year: to donate 500 ‘bunny bundles’ to children in local hospitals by the end of the school year.

“It’s one thing to say, ‘Oh, we donate 500 bundles.’ But it’s 500 children that you have impacted. In only a school year of work,” said Chagrin Falls senior Jonathan McGinnis.

McGinnis is one of four CEOs of the student-led company, Hop in My Spot, created and run entirely by high school seniors from multiple districts through the Excel TECC program housed at BHS. The career-technical consortium brings together students interested in business, marketing and entrepreneurship for a yearlong, immersive experience.

“The Excel TECC marketing program is a hands-on, student-run business experience where students learn marketing by actually doing it,” marketing teacher Jessica Ruth said. “Instead of just learning concepts in a textbook, students apply them through real projects, campaigns and partnerships.”

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Courtesy of Jessica Ruth

Marketing students teamed with the TEACH program to create a Hop in my Spot storybook.

Students in the program run both Benny’s Spirit Shop and a Junior Achievement company, managing branding, social media, sales strategy, digital design and community outreach.

“A typical day looks very collaborative and fast-paced,” Ruth said. “Students function like a real marketing team, so they are constantly problem-solving, pitching ideas and working in teams.”

Chagrin Falls senior Jack Keegan, also a CEO of Hop in My Spot, said the class stood out for its focus on real-world experience.

“I heard about this program from a friend [who took the class],” Keegan said. 

Keegan liked the idea of a class that would allow him to build a business for an entire year, as it was a different take on a typical high school marketing or business class. 

For many students, the class offered something traditional business courses could not.

“I had taken all the business classes in my high school, and I was looking for the next level,” McGinnis said. “I’ve heard great things about this program.”

McGinnis, who currently operates a custom laser engraving business in his free time, said the course aligned with his entrepreneurial interests.

“I knew I still wanted to work for myself,” he said. “This class has been so beneficial to understanding problems that will arise when you own your own business.”

The idea for Hop in My Spot did not come easily.

Students described weeks of back-and-forth between the morning and afternoon classes before settling on a cause.

During brainstorming, the cohort considered focusing on specific medical needs to address.

“When we were brainstorming, we came across topics like [children’s] heart health or cancer, and we realized, why not [help] all of those kids?” said BHS senior Maria Zarjetskiy, who is also one of the CEOs. “Why exclude anybody, and let’s make these bunny bundles, let’s get them in the hospitals? So, no matter what illness a child may have, we can help them.”

Senior John Lynch from North High School, the company’s last CEO, said the concept resonated because it had a direct emotional impact.

“It hit everyone’s heartstrings every time we would talk about it,” Lynch said. “We realized that was the way to go.”

Students said they ultimately chose hospitals because they believed the bundles could make an immediate difference for children facing stressful situations.

“No one likes being in the hospital,” Lynch said. “It’s sterile. Our biggest thing was, how can we make it more comfortable?”

Each bunny bundle is designed to provide comfort and distraction during hospital stays.

The drawstring bag also includes a certificate of adoption, allowing children to name the stuffed bunny at the center of the gift, encouragement letters written by students, sensory toys and activity materials.

Students said the switch from baskets to drawstring bags was intentional.

“Bags are actually useful,” Lynch said. “They can transport this home with ease and use the bag whenever they want.”

“There’s also a book that we’ve partnered with the TEACH program [to create],” McGinnis said. “So we created a Hop in My Spot book that talks about their bunny and how they’ll always be there for them.”

The TEACH program, another Excel TECC program housed at BHS, trains high school students for careers in early childhood education. 

The company is currently partnering with University Hospitals, the Cleveland Clinic and Akron Children’s Hospital.

Through sponsorships, merchandise sales, and donations, students said they have already funded and made their 500 bunny bundle goal. 

Hospitals have not been able to accept more bundles due to a lack of storage space, and students will end up donating financially to the hospital’s child life funds. According to Ruth, this amount is still to be determined as the group calculates donations and company costs, but is projected to be at least $1,000 to each of the three hospitals. 

One major fundraising strategy has been a hoodie promotion, where $5 from each hoodie purchased funds another bunny bundle.

Students said the project has already raised more than $80,000 total for hospitalized children.

Additionally, the marketing group has appeared on Fox 8 New Day Cleveland, was featured on a professional podcast, The Beachwood Business Compass, and represented the program as guest speakers at the Beachwood Chamber of Commerce.

Students said the company’s structure has also created challenges. Because the organization operates within school guidelines and is not an independent nonprofit, fundraising logistics have sometimes been difficult.

“One of the biggest challenges we face is not being a 501(c)(3),” McGinnis said. “We’re tax-deductible, but you can’t give money out of a donor-advised fund or anything. It’s complicated.”

This year also marked a transition period for the program with Ruth stepping into her first year at Beachwood. It is her 13th year teaching Business and Marketing, but her first year with this program at Beachwood.

“One of the biggest challenges was building systems from the ground up, including workflow structures, timelines and how we operate as a functioning marketing team,” Ruth said.

Students said coordinating between separate morning and afternoon classes initially slowed progress.

“It got to the point where we’d bring up ideas, we’d love our ideas, and then the p.m. class would have different ideas,” Keegan said. “That was the hardest part.”

Eventually, leadership teams from both classes met for an extended discussion to align their vision.

“Once the leadership was on board with each other, the classes just fell in line,” Keegan said.

Despite the obstacles, students said the experience taught them leadership, collaboration and communication skills that extend beyond business.

“I’ve learned how to be a leader and understand who’s really good at what, and then figure out tasks for them,” Zarjetskiy said.

Lynch said the class also improved his public speaking abilities.

“I’ve gotten a lot better at presenting as well as pitching and sales,” he said. “I’m looking forward to talking to bigger companies and showing what I can truly be.”

Ruth said those practical experiences are exactly what the program is designed to provide.

“The goal is for students to leave with real-world business, communication, leadership and entrepreneurial skills,” she said. “They are not just completing assignments. They are building something real.”

Students encouraged underclassmen interested in entrepreneurship, finance or marketing to apply for the program.

“If you’re thinking about it, I’d for sure do it,” Keegan said. “I’ve grown so much from it. This is the best program to be in.”

McGinnis added that the skills learned in marketing apply far beyond business careers. 

“You can do marketing no matter what you want to do in the future,” he said. “You learn how to public speak, work with people and think on your feet. Those are things you carry with you regardless of what career path you take.”