August 2011

Final Days at Skai Blue Media

As the end of the summer approaches and everyone is getting ready to start the fall semester, I can’t help but look back at the days I’ve spent at Skai Blue Media. Coming in to the office today, I sat down at my desk and before setting up my work space, I just sat there, staring into space and realizing that its almost over. The summer is ending, this internship has reached its final days and come December, will be the end of my finally semester at Temple. It only feel like it were yesterday, that I was a scrawny little freshman, lugging around an oversize  backpack full of books. Those first two year at Temple, I didn’t have a clue of what I wanted to be or what major to decide on. Never thought I’d find myself in the world of advertising but I knew it was best for me and my abilities.

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Bucks County Visitor Center

Interning at the Bucks County Visitor Center has really allowed me to put my copywriting skills to the ultimate test.  My major project for the summer is writing the editorial content for their Destination Guide, which is the official destination guide for Bucks County tourism attractions.  Although writing solely about Bucks County’s “attractions” may seem boring I actually have a lot of fun writing about it.  I spend a lot of time going out and about through out the county actually interacting and getting to know our partners (which makes for great networking for the future!).  The other day I got to travel to the various vineyards in Bucks County and I will eventually write a promotional piece on the vineyards.  My experience so far has been very hands on and educational.

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What I’ve learned for the future

I think one of the obvious main purposes of an internship is to get an understanding about what the hell it is you want to do with your life.  I think that it is the first real place that you can start to give definitive answers about where and what type of place you would like to work at when you get the chance.  For me, working at this radio station has definitely answered some questions.  The first being that while I enjoyed working in this department, promotions for a radio station (and probably for anything for that matter) aren’t for me.  I am an ad major, I want to somehow contribute to the creation of ads.  Whether I go into research or copy, I would be able to do that, but here I haven’t been given the opportunity to create something. I’m actually very glad I did intern here, had I not I probably would’ve jumped headfirst into an opportunity like this one right out of college, and wouldn’t know what I was getting myself into.

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My day to day

As a  promotions intern at BENFM I come in and have a few things that I’ve done a few times, what I consider the core of my job here.  First thing I do when I come in is celebrity and gossip stories.  Now, before you wave that off as nothing, let me explain something to you.  I’m not really the celebrity, gossipy kind of person. I could care less about who is getting married, divorced, who’s having who’s kid, and what Justin Beiber is up to on a daily basis.  But alas, here I was everyday, reading about how JLO is breaking down from her divorce, or how Jennifer Aniston still loves Brad! Exciting stuff.

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Radio: More Than What Meets the Ear

  Radio, in general, was nothing foreign to me.  I mean who doesn’t know what the radio is, right? Wrong.  My internship at Radio One has introduced me to a completely different world of radio.  At our initial internship meeting all the interns were given our expectations and what we were expected to learn by the conclusion of our internship which were to run the boards, execute promotional events, network, know how a radio station is operated, and to have a basic level knowledge of how each department works.  In order to make sure these expectations were met, we were given assignments.  One of these assignments was to meet everyone who worked at the station and give a brief description of what they do; my paper was over eight pages long, which should give you an idea of how many people work at a radio station. There are so many different departments which include sales, programming, marketing, promotions, and engineering.  I remember the first time I saw a board at the station, I had no idea what all those buttons were for, and then looking at the engineering office was even more astonishing.  I was like a child the first time they stepped foot into a toy store. Even though the assignments  initially seemed to be a pain, they forced me to learn the ins and outs of radio. Many of the assignments given actually make me wish I took advantage of the opportunities Temple made available for me, and encourage many to do so.

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Philly mag in the Phall

As school is fast approaching, I am lucky enough to continue my internship through the fall at Philadelphia magazine. The project that I have been working on, since the beginning of May, is soon launching on the Design Home website and I could not be more excited. Although the next two weeks will be hectic, I know that all of the hard work will pay off once I actually see the virtual aspect of Design Home! I will be attending the Design Home launch party in September, and all of the clients that I have been communicating with will be there. I will get to put a face to the person that I have been contacting for the past couple of months. I am really looking forward to that!

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But You Gotta Have Friends

Through the few months I have been interning at Radio One, on top of learning a lot about radio I have also built great relationships. Who would have known networking could be so fun!  When working long events, especially late at night, it is always great to have people with you to make events fun, especially when its over 100 degrees outside or pouring down raining.  I have met so many people that I can picture doing great things in the entertainment industry and they too have also taught me a lot.  As interns not only did we work with each other, but we learned from each other, helping the other grow where they were lacking.  This was very evident in our Radio One Apprentice project, where we split into three teams, programming, marketing, and on-air.  Because the groups were selected at random, there was no option but to learn how the department runs in order to succeed.

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Time Flies…

It’s hard to believe that the summer, and my time as an intern at CBS3, are almost over. It may sound cliche, but it feels like just yesterday I was at orientation, feeling overwhelmed, feeling like I might not be able to handle the pressure of working at a TV station in one of the largest markets in the nation. But now that I have excelled and grown throughout the summer, I have an extreme confidence that no matter where I end up after college, I’ll be ready to take on any challenge.

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Commit To Fit

My name is Tony Lim. I am interning for a marketing/advertising position at Weston Fitness, a health club located in Center City Philadelphia on 19th and Market St. One of my tasks I was asked to complete was to create a marketing campaign for the month of August. My ideas for August had to associate with, of course, fitness. I decided to focus in on “Commit to Fit.” August allowed new members to join a commitment “package.” It signed them up for 3 Months and given a 4th month free. When I thought of commitment, I thought of tattoos. I thought how cool would it be if we were to able to get the gym members to wear this temporary Weston Fitness tattoo, take a picture of themselves wearing it and “ tag” themselves on Facebook and be able to win a prize. The purpose was to have a growth in social media awareness and at the same time allow our members to win a prize while doing it.
Speaking with my internship coordinator, Michael A. Smith, he has told me that this was the first time viral marketing has ever existed in the health club. Results have shown that members have already doubled for this month and they’re a few more weeks before it ends. Besides promoting August’s monthly campaign, I was also in the health club taking pictures of participating members as well. In the process, we were able to gain several new friend adds, more “Likes”, and more awareness on Facebook. This was a great experience. Everything was hands on. From marketing to promoting, and networking and speaking to other workers in the field was very invaluable.

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Learning the about different roles of an agency.

From being at Lunchbox, I’ve gotten to learn how chaotic the roles of Account Executives and Production Managers can be. Simply from a creative stand point, I am used to late nights of designing, searching for an interesting way to visually show an idea, long hours of extending research, and so on, but upon being able to be up close personal with the other role at the agency have given me a completely different perspective on their roles.

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I Wanna Work for Radio One

When I first applied for an internship with WPHI 100.3 The Beat, I had no idea what to expect, I honestly thought it was going to be trips for coffee and runs to the copy machine and printer.  I was definitely wrong, and that became clear at the interview.  The day of the interview I learned that this internship was not just for WPHI, but also WRNB 107.9 and Praise 103.9; this was an internship for Radio One Philadelphia.   I joke and say that the interview process was something like “I Wanna Work for Diddy,” but in all seriousness it was rather intense, causing you to think quick, think creative, and think smart. Many were interviewed, but only a few made it, and this internship is far from a cake walk.  Our first promotional event was a taste of what to expect for the summer; setting up tents, hanging up banners, talking to listeners, handing out giveaways, taking pictures, all in the pouring rain. My body was sore the next day, but I enjoyed myself.

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Speaking up

As an intern you think you know your place in the agency. There are preconceived notions before even going into an internship that in order to do well. You should do what you are told, to stay out of way of the higher ups, and just mind what you say your employers. Now most of that is true however, do not be afraid to speak up! If I have learned anything it is that your employers want to hear what your ideas are and what you have to say, that’s why they brought you on in the first place. Just recently at my internship at D4 Creative Group I work more on the new business end of things at the agency. A prospective client was coming in for a meeting and it was my job to look up any new news or information that had been recently released so that we could be up to date for the meeting. While I was looking for news articles I also dug through the client’s website to gain an understanding of who these people were and what they were trying to accomplish with the organization. After I was finished with my research I sat down with my boss to discuss the new stuff that I had found out. Once that was finished he started talk about the organization itself and his understanding was much different than what I had gotten out of it. I spoke up and told him after my digging this is what I believed their target was and what their mission is. I showed him a few things that I had seen on their website and other research that I had done and in the end I was right. He even thanked me for searching and grasping an understanding for what they did because if I had not he might have gone into a meeting with them not fully understanding the whole picture of who they wanted and what they did and therefore would not be able to develop as accurate suggestions for future improvements in the advertising and website content. In the past I would have been too afraid to speak up, but these people hired you for a reason. They know that you are intelligent and they want to you contribute to the agency.

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Survey Says!

 

It is known that surveying and focus groups can give you valuable insight into consumer brand perceptions. They can also be used to test potential ad campaigns and positioning before they are fully developed to make sure they are in line with the targets interest. Surveys and focus groups can also be tricky as the way questions are asked can corrupt the thought process that would give you the most accurate information. You must also think about what type of information will be the most valuable to you. Are you looking for quantitative numbers to determine your plan of action or is it more important to have qualitative insights?

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When you assume…

Before I even my internship at D4 Creative Group I had preconceived notions about what my tasks would entail. Coming from another internship at Red Tettemer + Partners I assumed that every agency runs under the same set of blue prints and just tweaks them a little to fit their needs. Well I was seriously mistaken. While over at Red Tettemer + Partners job jackets ruled the world. It was the very first thing that you learned how to do when starting an internship with them. By the end of your first week you were able to properly label them, organize them, and file them away in the proper order. Some of us were even schooled on how the job jackets were filed electronically into their client server. So, as I began my first day with D4 Creative I figured that I was already at an advantage because I knew how the client job system worked. Well their system was vastly different. In fact it looked nothing like the system that I was used to. The only thing that remained a constant was the fact that each job was attached with a number, and even that numbering system was quite different. It was a less regimented system with less structured organization. I could not wrap my head around how they were able to keep track of all of their jobs. This at first immediately frustrated me because like the account managers at Red Tettemer + Partners prefer to have everything in a very concise organized matter. But, I soon realized that this system worked just fine for their agency. At D4 Creative the number of employees is much less than at Red Tettemer. Therefore, most times you are working one on one with your creative team and they are most likely checking in on you and the job that you handing them throughout the day. Due to this regular conversation and smaller atmosphere less things fall through the cracks and then therefore it’s perfectly acceptable to have a less regimented form of organization for job tracking. This experience has helped me realize that you have to come into every agency with an open mind and not just assume that you are going to know and understand how things are ran when you first walk into the door. Just because you feel like a certain method is not the best option doesn’t necessarily make it true. You need to give yourself time to mold into your new surroundings and then you will most likely be able to have a greater understanding for how things work at the agency and things that once might have seemed strange will suddenly make sense.

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Wouldn’t it be nice?

Hey! It’s Amber Volponi, and it’s my last week at Temple University, College of Health Professions and Social Work (CHPSW) in the Communications and Marketing department.

So all summer, I’ve been working on the College’s office monthly newsletter. I was also given the task to update information on the website, and create new photoshopped banners for the Nursing Department and the Kinesiology department. Because the new website was being launched, I was also given the task to write some copy (and if you know me, I’m not that great with writing copy. I usually leave that up to my best friend, who IS a copywriter.) I’ve also been proofreading pages and making sure links worked, that sort of thing. 

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MAKING my MARK

 

As my internship with Chestnut Hill LOCAL newspaper winds down I reflect on my experiences and find that I am very satisfied with my work here. Though it was a fairly smaller scale internship I got a chance to work on projects that bigger companies would not have so easily given out. Writing web pages, making ads, and designing banners for the new website has surely spoiled me for my next internship.

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Learning something new about new business

When I started my internship at D4 Creative Group I was under the impression that I would be taking on the position as an Account Management intern. However, as things progressed my title soon morphed into New Business intern and I am very glad that it did. In the account management track we briefly touch on the subject of new business within an agency. We grasp an understanding of what a request for proposal is and what to do once we have obtained one, in fact many project that we do throughout the program are based on this outline. But, I never quite knew what happens if your agency is not being flooded with RFPs every week, how do you then begin to gain new clients. Lucky for me my time at D4 Creative Group answered many of my questions. One of my professors once said it’s not only who you know but who knows you, there are no words are truer in the world of new business. I have learned that new business is about finding connections within the business world and using them to your advantage. If you have a friend who works for company X give them a little shout out and let them know that you are currently working at agency Z and that you think they would collaborate well together. Or if you are reading the newspaper and notice that a new business is starting in the area you better work fast and contact the person in charge of that business and let them know that your advertising agency could help them out in the future. Lastly, you can search around for website or companies that look like they need a “face lift” and politely let them know that you could be the ones to really help match their message to their creative. Once you have gotten this lead it is important to keep track of them in an organized matter. I made a chart for new business at D4 Creative color coding each lead depending on how far along our relationship was with that client. The chart also included what the next steps should be with that lead in order to further the relationship that you have started with them. This need for organization is critical because you want every lead to feel like they are your number one priority because if so they are more likely to lean towards your agency for their next advertising needs. I am glad I got a chance to experience this first hand as I am sure it will be a beneficial skill to have when searching for jobs in the future.  

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The Power of Pigs #1

I have an internship with Hatfield Quality Meats in their customer solutions department. Customer Solutions is split into three separate parts, Marketing, Sales, and customer service. I am the only intern in the whole department and I mostly help out the salesmen for the fresh pork team and help out with marketing for the entire company. Hatfield is the company that does the Philadelphia Phillies Dollar Dog Night. Hatfield is owned by the Clemens Food Group which is a branch of the Clemens Family Corporation. The Clemens Family Corporation owns many different businesses including pork production, real estate, transportation, cold storage facilities and farms. They used to own Clemens Family Markets until they sold it. It is owned by the Clemens family and has been owned by them since 1895 when it was first started by John C. Clemens. It is a Christian company and they focus their company on three main principles, they are integrity, ethics, and stewardship. They feel that it is their obligation to take care of their products from the time the pigs are born, to the time they are served to the customer. It is nice to know that the company that you are supposed to be marketing and promoting holds to these kinds of values. In the business of pork, you deal with a lot of negativity towards your product. It can come from how you treat the animals before harvest, the way they are killed or harvested, if your meat is healthy for people to eat, and how your product is seen by the consumer. Overall, I am really enjoying my internship and I could see myself working at Hatfield after I graduate.

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The next “Big thing”

Working at Ogilvy and Mather has opened my eyes to major trends emerging in the industry. I believe the next “Big Thing” in advertising is complicated given the array of pieces that are needed to create any great cohesive campaign over a number of mediums.  However, if I had to pick what I believed to be the next “big thing” I would say it would have to do with the production of creative content for the application of digital and mobile media along with the development of the web platforms and technologies that will be used to deliver them.  Over the last 5 years we have seen a huge increase in the production of digital content creation that can be applied through many aspects of a campaign not limited to just TV and print but, also online and now mobile.  The Levis “Go Forth”  was a prime example of that. All aspects of the commercial and print for this campaign found expansive roots in many web forums that offered  more insight into different areas that composed the campaign/project. By producing so much creative content and interactive applications, i.e. film and user generated content platforms; the agency was able to stretch the use of these materials to create a campaign that could be spread over a number of platforms to optimize the client’s dollar.  Digital media platforms such as twitter, facebook, and websites set up specifically for the campaign were able to spread the brand’s message across the world to an enormous audience while simultaneously gathering market research to help clients define their audience and the effectiveness of the campaign. In these economic times that is an amazing value for the client and could justify higher budgets.  With digital campaigns like these clients are more apt to trust an agency to really do something creative for their brand to set them apart in this current congested digital landscape. The web has become such a powerful tool in getting brand messages across to target consumers and at the forefront of these message deliveries is the necessity for rich and creative digital content that will capture the target’s attention and also connect with them finding a place in their hearts and minds.
To stay competitive in this global market agencies are going to have to be more than just be creative in the creation of the digital content that make up the campaigns themselves.  I believe working with digital media developers in the areas of both web and mobile will play a huge role in discerning the most effective routes to deliver these messages.  Currently mobile campaigns are showing great effectiveness and daily we are seeing the application of QR codes to out of home and print media.  I believe those agencies that can work with technology and web development firms to figure out the most effective ways to harness these types of technologies in conjunction with quality digital content will be the most competitive in the current and future advertising  market. With the increasingly amazing capabilities of smart phones and the increase in their availability globally I think this is the new frontier and forum of advertising.

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Lasting Impressions at At Media

My time interning at At Media flew by. I feel like I am more prepared to enter my senior year at Temple because this experience has reinforced how important this final semester is. I was intrigued by the inner workings of such a small company and how they are able to rely on a network of freelancers to complete their understated workload.  The team at At Media, mainly Antoinette Johnson and Tyler Westnedge, introduced me to several organizations, namely Old City Creative Corridor and recently, Skillshare. They have shown me how to reach out to people either through cold calling, networking, or through social media and I have watched first hand how this has benefited them and given them opportunities that otherwise would have been missed.

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Dolce Caffè Font

This week, I was sent in a post from the artists who designed this font!


Inspired by the café culture that forms such an integral part of everyday life in Europe, Dolce Caffè is a sweet & stylish handwritten font that is very legible, simple, and useful. It was designed in 2011 after the many cool handwritten chalkboards I saw on the streets of Berlin, a city that I love. All the glyphs were designed by hand first, and than vectorized with Illustrator CS5. Use this typeface when you need a neatly handwritten style for your projects. The letters are uppercase only.

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