At the University of Iowa, the UI REACH program (Realizing Educational and Career Hopes) is a comprehensive transition program for college-age students with intellectual, cognitive, and learning disabilities. For many of their students, especially those returning to rural Iowa hometowns, retail is one of the few steady career paths available. Through the NRF Foundation’s RISE Up retail training, along with local internships, students gain credentials and confidence that give them a competitive advantage when applying to their hometown’s retail jobs.
Brian Campbell, who works closely with soon-to-be graduates, sees this every year. Many students are returning to communities with only a handful of employers. Retail becomes one of the most realistic places for them to start their adult lives. “For several of our students, especially those from Iowa, going back to their rural areas and retail is one of the few options they have. These credentials are very beneficial to our population,” he said.
Job Developer, Trevon Talbot, began by looking for certifications that would truly make a difference. When he realized the university already held an NRF Foundation membership, he reached out to the business school to learn more. Soon after, the REACH team began using the Retail Industry Fundamentals and Customer Service and Sales courses in a way that felt thoughtful and personal. Students work in a quiet lab setting on Mondays and Fridays where staff sit nearby, ready to help when someone needs a term explained or a practice test reviewed. “Everything is at the pace the student decides. Nothing is rushed.” Trevon tells us.
One student recently passed his retail exam on a retake. At first, he wanted to try it on his own, but when he didn't pass, the team stepped in and supported him as he learned the information. He took practice tests, asked questions, and took the time to be prepared. During his internship at Dollar Tree, he came back to his teachers telling them he was recognizing concepts from the course and the work he was doing. On the day he passed, he felt accomplished in the fact that he could learn and grow after an initial struggle.
UI REACH partners with many local retailers, including small bookstores, coffee shops, and gift stores. These spaces give students the chance to practice the skills they have learned in real world environments. For students heading back to rural areas, this is extremely important. Retail in a small town can be one of the few career paths, making it competitive. The more experience they have, the more prepared they are for what comes next.
Retail in a small town can be one of the few career paths, making it competitive. The more experience they have, the more prepared they are for what comes next.
Trevon explained, “Our goal is to make the playing field more even for our students. Once they learn the material, it is something they know and can show.”
UI REACH’s approach allows the student to be independent while still having the support and guidance they need. Earning a credential is more than completing a course; it is the first step toward a future student who can shape themselves. And for those returning to rural communities, it sets them up for success. It gives them the skills, confidence, and momentum to begin their careers close to home while being able to grow with the skills they have.
