marketing

Work, Play & Puppies

Work is almost as important as play at LevLane…almost.

On my last day, I walked into the 4th floor office of the Wanamaker Building and was greeted by familiar faces. Mostly.

Today happened to be the photoshoot for the agency’s new website and the team brought their puppies in as part of the shoot! The office was barricaded with play pens for the pooches and walking around the agency was like walking through a petting zoo! A Labradoodle in the Traffic department, a Pug playing with the Art Directors, a Maltese by Media’s side, two Pitbull mixes wrestling next to the Account team and a Yorkshire Terrier licking the fingernails of one of the Copywriters – needless to say, it was quite a pleasant surprise!

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A Permanent Internship

Most fellow students I have come across took an internship in a traditional ad agency, or marketing company that would naturally progress into either a job, or teaching the tools in order to land one. I, however, decided to intern at a tattoo shop, entitled Lost Soul Tattoo. This presented me with many opportunities to use my creativity and strive to come up with new ways to advertise an already popular tattoo location. I was thrust into a real role, as they never had anyone do advertising or “business” oriented work in the shop, other than piercing and tattooing. It provided me with a great challenge as there was not much in the way of guidance, so I took what I learned so far from my advertising classes and did my best to put it to work. The laid back, wear whatever you want, jam out to music while you worked, atmosphere really provided for a great creative environment and made it easy for my work to come to life via Social Media campaigns, clothing designs, and creating an entire guerrilla marketing strategy based around the shop. Taking this risk of working with a company that never had an intern before was something I was nervous about at first, but in the end it allowed me to rise to the occasion and create real work that garnered many impressions as well as new business for the shop. We saw a 6.5% increase in overall sales/revenue during my duration there, and with my implementation of a “How did you find us?” card, we realized that my Social Media Campaign was driving in about three new appointments per week (about $1200 extra revenue). This post isn’t about me bragging, or saying, “Hey, Look what I did for this company,” but to challenge other students and individuals to go for a job or internship that may be out of the box, as it could end up being the best thing for you. You could make a difference right away if you are ready for the challenge, don’t just settle for getting someone’s coffee or the internship your parents want for you. Sticking with the traditional way of doing things or going with the safest choice, will look good on a resume, but will it bring out the creative, driven person in you?

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Overcoming Obstacles and Making Use of Your Time

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I have been interning with the Philadelphia Virtual Academy since January. The goal was to bring in students from competitors and increase enrollment and awareness. I went into the interview with a lot of ideas about what could be done to meet these goals, and was really excited to put them into action once I was hired. However, I hadn’t realized how often you come across obstacles in the process that seem to limit what you can do. As a part of the School District of Philadelphia, the Philadelphia Virtual Academy is sometimes limited in what we can do and there are many roadblocks along the way when it comes to starting something new, such as marketing. At first, we were somewhat put off by the slow-moving process of many tasks, such as gaining approval to create a blog, and then again to upgrade it. We would meet in person once a week, and there were some meetings early on where we felt like we had not accomplished much in the past weeks. However, as the weeks flew by, we realized that though some processes may be slow, we should fill the time with smaller tasks, such as focusing on our Facebook presence, creating an AdWords campaign or designing Direct Mail brochures. While some things may move slowly, we learned that we could still make a lot of progress as these seemingly small tasks added up. Before we knew it, we had not only a list of accomplished tasks, but a whole new inspired list of more things that we could do. From these first couple of slow-moving weeks, we learned the importance of keeping things moving even when they seem to be at a stand-still. This is often what you need in order to get your juices flowing and produce more creative ideas, and it helps pass the time while you wait for the original projects to fall into place!

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Getting Involved, Getting Excited

I used to be an education major so when I switched to advertising, although I love it, I missed having the chance to work with kids. For this reason, I was really excited when I saw an email come through last semester about a marketing internship with the Philadelphia Virtual Academy, a part of the School District of Philadelphia. This passion came through in my interview and I got the position. Once the new year rolled around and I got started, I was disappointed to find that as the marketing intern, there wasn’t really much of a chance to interact with the students. I could post daily on social media and our new blog, and sometimes they would even respond to these, but never in a way that made me feel as if they were excited about my posts. There was a disconnect, and I was determined to lessen this in order to get the kids as excited as I was. But how do you get a group of middle and high schoolers excited about anything school-related? Regardless of how relevant my blog posts were to their lives, they didn’t feel like any of it could be “cool” because it came from their school. So I talked to Dave, the PVA administrator and my internship coordinator, about this problem, and we agreed that it might be beneficial for me to get involved outside of the realm of advertising so I could get to know the students and they could put a face to the anonymous “PhillyVirtual” posts. Kevin, another marketing intern, had the opportunity to sit in on a Writing Club meeting in the Virtual Office, where the students’ classes are held. Through this, he learned a little about the process and the daily activities of the students, but not much about the students themselves. We had more success when we had the opportunity to meet them in person by chaperoning a field trip to the Pennsylvania Academy of the Fine Arts. This was a trip that a lot of the kids were really excited about, so it was great to meet them in person and share in their enthusiasm for the trip. Later on I did a blog post with details and pictures from the trip and I found that the kids were much more active in response to the corresponding tweets and Facebook posts. The students that I met on this trip are now more active on the blog as well. I will be continuing with PVA for another couple of weeks and I hope to have the chance to go on more field trips and interact with more students so that by the time I leave, the students are more interested in the blog and social media.

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Future Media Concepts: A Glimpse Into MY Future

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This semester, I have been working as a Marketing Intern for the company Future Media Concepts. For the past few weeks, I have been learning so much about the marketing industry and gaining plenty of useful experience. Although I am in my junior year as an advertising major, marketing has always been something I have been interested in since it is so closely related to advertising. My manager is great and lets me do a variety of projects. I work on e-mail campaigns (which has lead me to learn the ins and outs of the program SalesForce), help manage and create content for their social media sites, write blog posts on WordPress, and will also be a part of preparing an event that will be happening in May.

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Internship at Weston Fitness

I started Weston Fitness about 2 weeks ago and everything is going well thus far. My name is Brianna and I am currently an Advertising student with a focus in Art Direction. I will be graduating in May and this is my third internship in the fields of production and advertising. My current projects at Weston Fitness include setting up a new advertisement to promote their gym and try to get people to come join. The ad is for March and is still in the works. Along with that, we are hosting a health fair this upcoming Monday. We will be partnering with KPMG Accounting to promote a healthier and better life to their 750plus employees. At this point, we are confirming other health conscious vendors to make this event more successful. Thus far, we have about 10 vendors that will promote their brand and pass out beneficial coupons or products to the KPMG employees that attend. Since I am an advertising student focusing in Art Direction, I find myself dealing with less art direction ideas, and more public relation tasks. However, I have come to enjoy promoting this gym as well as, having the ability to network with other companies and see how they are run and organized. Therefore, my experience may not have been what I expected, but it has been an effective learning tool for my future. I now feel more comfortable with creating events and talking to other companies via phone and/or email.  Overall, it has been a great experience and I hope it continues to improve my networking skills.

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