You won't find “making coffee” and “filing papers” in the job description for student interns at WildBlue U. This “university” is all about the experience. Serving the needs of rural telcos and student interns alike, 28 students from colleges across the country are taking on the role of sales and marketing intern for various rural utilities and telcos in order to promote WildBlue Internet service.

The National Rural Telecommunications Cooperative (NRTC) launched the program on the first anniversary of the commercial availability of WildBlue Internet service. Previously, not a lot had been done to generate sales for WildBlue, which addresses the lack of affordable high-speed access in rural markets, according to Stephanie Lovett, director of marketing for WildBlue. With the launch of WildBlue U, student interns are taking to the streets, getting publicity for the product in 17 different states and, in doing so, ensuring continued viability in their hometowns.

“In our minds, bringing broadband to rural America is the equivalent to when they brought electricity to rural America or when they brought the telephone,” said an NRTC spokeswoman. “Without broadband in rural America — not just in the little town centers, but all the way to the furthest farmhouse — you will not have continued viability in those communities.”

During the three-month summer internship, students are divided into two teams that compete against one another for various incentives. In weekly meetings, team members from New Hampshire to Oregon to Nebraska share advice on what techniques worked and what to avoid. Employers are leaving the creative direction entirely up to the interns.

“The only thing we cared about is that they be enthusiastic, energetic and that they create awareness in their local community about WildBlue,” said Steven Bing, senior vice president for NRTC. As extra incentive, the NRTC is offering commissions for each sale interns make. The individual goal is for everyone to make 100 sales. Thus far, interns are well on their way, Bing said.

“At this point, they are right on track to do a really great job in the aggregate. These students have really turned the motor on in terms of exposing the community to WildBlue,” Bing said. “Right now we have way more students [with] a shot at 100 sales in the first three or four weeks of being involved than I thought was possible.”

In addition to sales incentives, the NRTC is offering the student who sells the most WildBlue systems a $10,000 scholarship. Each participating NRTC member will also select one student for an additional $500 scholarship. The incentives, said Farmers Telephone Company intern Bonny Fetterman, are one of the things that make her want to work hard. The fun of the experience and her belief in the product is another, she said.

“It is so much fun,” Fetterman said. “I get to really use my imagination to do whatever I think is best and see the results that come from it.”

In August Fetterman plans to set up booths at parades in Farmers' Pleasant View, Colo., service area. Until then, she has to use her imagination to come up with ideas in the absence of local events, she said. Her main sources of marketing thus far have been direct mail, real estate agents, flyers and appearances at the town rodeo.

Interns receive training not only in sales and marketing, but also in the technical details of how the satellite broadband service works and how it is installed. Doug Pace, Farmers general manager, said that the ability to show rather than just tell about the product has significantly increased the pace of sales.

“We've had better success with actually being out in the public and explaining the product than just with an ad in the paper or a radio ad,” Pace said.

When the internship program was launched, no more than five students were aware of WildBlue. Now it is a name they both know and love, Bing said. Most were pleasantly surprised to know that they did not have to forgo the broadband access they had become accustomed to at school when they returned to their rural hometown.

In addition to promoting the values of cooperation and community concern inherent to co-ops, Bing sees the program's forecasted success as a big step toward building a national brand for WildBlue and making rural towns a more viable option for young professionals and small businesses.

“Today's college students are tomorrow's leaders,” Bing said. “We'd like to think that some of tomorrow's leaders who are getting good educations will find their way back to the communities where they grew up.”