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By the time Charlotte Adams walked across the graduation stage at the ÁñÁ«ÊÓƵapp of ÁñÁ«ÊÓƵapp (UOW), she was already running a business she built from the ground up, all while still studying full-time. 

Charlotte’s business, a digital media venture, didn’t begin in a boardroom or brainstorm session either. It began in a classroom at UOW and has become a launchpad for a career that is only just getting started. 

“It started as a digital-based project for one of my core subjects,” she says, reflecting on her Bachelor of Communication and Media, where she majored in Digital and Social Media with a minor in Marketing Communication and Advertising. “I was 19 and had this idea to create something real, not just for assessment, but something that could actually continue outside of uni.” 

That “something” is now , a growing digital marketing business offering content creation, social media management, and wedding content services to a wide range of clients, from small businesses to local events and creative campaigns.  

Charlotte’s passion for storytelling, marketing strategy and brand identity became more than just topics on a syllabus, they became the blueprint for a future she’s now bringing to life. 

A classroom that mirrored the real world

For Charlotte, university was never just about theory. What set her UOW experience apart was how deeply embedded real-world application was in every subject. 

“Instead of doing lots of traditional exams, we were developing projects with tangible outcomes including digital campaigns, brand strategies, long-form media content,” she says. “It helped us build a portfolio before we even graduated.” 

Charlotte credits her lecturers and tutors for recognising the potential in her early ideas and encouraging her to use her business concept as the foundation for multiple assessments. This consistent integration gave her space to refine, test and grow the business in real time, all while receiving feedback from experienced industry professionals. 

“The teaching staff really shaped my degree experience because it was more than just marking assignments. They were mentoring, asking hard questions, and pushing us to think bigger.” 

That support included a progressive approach to emerging technologies, like generative AI. While many industries were still grappling with what tools like ChatGPT meant for creative work, Charlotte’s course embraced the opportunity. 

“We were taught how to use AI responsibly and strategically. It’s now something I use daily in my business. It doesn’t replace creativity, but it helps my productivity.” 

Founder of OBTAIN SOCIAL and UOW graduate Charlotte Adams.

Local roots, global relevance

As a ÁñÁ«ÊÓƵapp local, UOW had always been part of Charlotte’s life, but becoming a student gave her a whole new perspective. She found her academic home in Building 19, a creative hub nestled beneath Mount Keira, equipped with podcast studios, editing suites, and camera gear. 

“It felt like a professional studio more than a classroom,” she says. “Having that access made the leap from student to entrepreneur feel less daunting.” 

While Charlotte’s business is firmly rooted in the Illawarra, her ambitions stretch beyond the region. OBTAIN SOCIAL has already been recognised with two nominations at the FLARE Awards through the Small Business Hub - Empowering Young Business Woman and One to Watch - for her innovation and impact in the local creative economy. 

Charlotte has also started a campaign called SPOTLIGHTED., which showcases small businesses through short-form video content. It’s a way she likes to stay connected to the local community and tell their stories - often on shoestring budgets, but with big results.

Being ready for the world

Graduating with distinction, Charlotte is now looking to scale OBTAIN SOCIAL into a full-service agency – but she’s not just thinking about clients. She’s thinking about the next generation. 

“I’d love to offer paid internship opportunities to UOW students and graduates,” she says. “I know how much of a difference that kind of experience would have made for me.” 

Her vision includes a focus on accessible services for small businesses, smart strategy that reflects current marketing trends, and storytelling that resonates. She says these are all values that emerged through her time at UOW. 

“I never wanted to just get a degree,” Charlotte says. “I wanted to do something with it. UOW gave me the tools, the space, and the confidence to turn an idea into something real.”