Mostly Marketing by Theresa B. Clarke

Sharing my love of marketing. Helping marketing students, marketing practitioners, & marketing professors connect with one another. Passionate about nurturing new marketing talent. Enjoys sharing novel ideas about a wide variety of topics…but mostly marketing.

National Film Competition Through Project Yellow Light

Project Yellow Light, Hunter Garner Scholarship, is a national film competition where students create a 25 or 55 second video warning their peers of the dangers of distracted driving.  There are two levels to the contest – college and high school – each receiving cash prizes of $5000 (1st), $2000 (2nd ) and $1000 (3rd).  Additionally, the first place winner for each level has their video turned into a professional PSA by the Ad Council and it is then distributed to over 1,600 TV stations throughout the country for a year run. Videos are due April 1, 2015.

Project Yellow Light’s partners include the Ad Council, NHTSA, Mazda Motorsports.  Thye have great judges who will review the films – including Kweku Mandela (filmmaker including work on his famous grandfather, Nelson), Wendy Clark (global marketing exec for Coca-Cola), Jeff Goodby (co-founder Goodby Silverstein + Partners), Rick Boyko (retired global creative director, Ogilvy) and Aloe Blacc (recording artist).

It’s an opportunity for students to make a little money and hone their skills.  It’s an opportunity to have their film on TV.  It’s an opportunity to have their work reviewed by advertising, marketing and entertainment personalities.

Visit projectyellowlight.com to learn more.

James Madison Marketing Student Websites for Fall 2013

I am very happy to present the web sites from my fall 2013 students enrolled in MKTG 470 at JMU.  My students purchased 12-month economy hosting plans and .com domain names using  GoDaddy.com.

During the next few weeks, my students will begin transforming their WordPress site into unique creations.  They will establish a site theme, edit their “sample” page and convert it to an “about” page, create new web pages, manage their navigational bar, create permalinks, get their blog started, customize authorship of their blog, work with widgets, add images to their website, and create hyperlinks to images and text.  Later in the course, students will explore various plug-ins for search engine optimization and site analytics, change their site theme to reflect their individual personalities, add blog posts, enable social media sharing, engage in paid search to drive traffic to their site, and much more.

I am very excited to help my students hone their technological skills.   Below is a listing of my fall 2013 students and their URLs.

Leah Albert http://albertl.com
Dylan Anderson http://musicians4ethiopia.com
Alexandra Aparicio http://alexandra-aparicio.com
Nichole Barnes http://nicholekathleen.com
Christopher Belcourt http://cbelcourt.com
Sarah Bonsall http://sarahbonsall.com
Maggie Breitmayer http://maggiebreitmayer.com
Carly Calhoon http://carlycalhoon.com
Mike Cascino http://mikecascinoonline.com
Eunice Chun http://eunice-chun.com
John Coffey http://johnhcoffey.com
Ryan Collier http://collierj.com
Chris Deck http://christopherdeck.com
Shannon Engel http://shannonengel.com
Jordan Epler http://jordanepler.com
Mike Etemad http://dmetemad.com 
Carl Ezyk http://ceezytalks.com
Casey Fitzgerald http://caseyfitzgerald.com
Michael Freas http://michaelfreas.com
Meredith Freund http://thejmuguru.com
Kelsey Fuller http://kelseyerin.com
Christina Georgia http://christinageorgia.com
Jocolyn Giovino http://jocolyngiovino.com
Trevor Grimm http://trevor-grimm.com
Alex Grizzell http://alexgrizzell.com
Dalton Gross http://grossreport.com
Alexander Guerin http://alexguerin.com
Morgan Haskins http://morganhaskins.com
Austin Highfill http://austintylerhighfill.com
Kristianna Hoffman http://kchoffman.com
Stephen Holc http://holcdaddy.com
Samantha Huff http://samanthahuff.com
Ziyang Huo http://huoziyang.com
Melissa Jackson http://melissabjackson.com
Laura Jennings http://laura-jennings.com
Hao Ran Jiang http://kevinhrjiang.com
Hannah Johnson http://hannahirene.com
Sally Kardos http://sallykardos.com
Aleksandra Karol http://aleksandra-karol.com
Dan Kehr http://nobodykehrs.com
Monika Kelpsaite http://monikakelpsaite.com
MJ Kim http://mjkimm.com
Melissa Kniceley http://melissakniceley.com
Alex Kramer http://alexanderskramer.com
Alexander Kuhn http://alexkuhnonline.com
Rachel Lam http://rachelmlam.com
Austin Lane http://austinmlane.com
Kaci Lassiter http://laughiter.com
Megan Maloney http://meganamaloney.com
Linden McCue Emery http://lindenemery.com
Kate McGrath http://simpletwistofkate.com
Haider Mukhtar http://kinghaider.com
Stephen Murphy
Melissa Nicolich http://melissanicolich.com
Andrew Novak http://andymnovak.com
Jessica Palek http://jessicapalek.com
Jaydeep Patel http://jaydeep-patel.com
Kelly Pollhammer http://kellypollhammer.com
Rachel Poock http://rachelpoock.com
Abby Potter http://abbypotter.com
Courtney Railing http://courtneyrailing.com
Yasmina Ramirez http://justjazzyjazz.com
Marc Rasmussen http://marctownes.com
John Ricketti http://rickettijohn.com
Michael Roche http://myabroadguide.com
Ashleigh Rojanavongse http://actualeigh.com
Nicholas Root http://nickaroot.com
Emily Rupertus http://emilyrupertus.com
Rory Salzberger http://rorysalzberger.com
Kayla Santrock http://kaylasantrock.com
Nick Scallion http://nickscallion.com
Brendan Shockley http://brendanshockley.com
Jacie Specht http://jlspecht.com
Wayne Spindler http://waynespindler.com
Emilie Tardiff http://emilietardiff.com
Arielle Tenorio http://arielletenorio.com
Jonathan Thompson http://jonnysgold.com
Stephen Thompson http://stephenathompson.com
Joanna Tucker http://joannatucker.com
Mustafa Wakilpoor http://stafawak.com
Joshua Wallace http://josh-wallace.com
William Walton http://alecwalton.com
Freddy Weber http://fredericksweb.com
Taylor Wertheimer http://thetaylorann.com
Kacy Williams http://thekacyclarke.com
Joshua Wilson http://thejreview.com
Erica Wise http://erica-wise.com


James Madison Marketing Blog Partners – Spring 2013

To help my spring 2013 MKTG 470 students improve the quality of their websites and prepare for the end-of-semester peer review, each student is randomly assigned a “blog partner”.

Blog partners are encouraged to work informally together and provide feedback throughout the semester.  Partners may want to “pre-grade each other’s blog posts” before they are due or set up occasional meetings to review each others blog.  As another option,partners may wish to set up a review schedule and communicate electronically.  It is entirely up to each  partner team to determine how often they wish to communicate and help each other develop great blogs.

11:00 Section Blog Partners – Godwin Lab:

Jessica Alea Lauren Kiser
Ellen Barker Sarah Konspore
Laetitia Biscos Nicole Martin
Kristen Booth Kevin Meder
Rick Brightwell Lila Mooney
Bryan Broscious Patrick Nowzari
Grant Burshem Heather Paxton
Morgan Burton Hugo Ramadier
James Carter Shelby Shaffer
Catherine Crews Colin Squier
Frank Doss Rachel Sturm
Vanessa Escobar Sangbok Sung
Brittany Glenn Carolyn Thiel
Amanda Glover Josh Tigges
Jacquelyn Gray Elizabeth Vincent
Natalie Iannello Caitlin Webster
Mathew Ingham Shiyao Yu

 

12:30 Section Blog Partners – Showker Lab:

Megan Anise Geoffrey Harris
Frank Ashby Jonathan Morosini
Michael Baker Sarah Nuzzo
Anna Bosshard Vilina Phan
Caroline Burger Patrick Robinson
Kirsten Chaney Kenneth Salamon
Jenn Donovan Nicholas Scott
Evan Duso Rachel Tacci
Mandy Gassman Heather Terk
Lauren Hale Bret Thompson and Alysa Wilkins

James Madison Marketing Student Websites for Spring 2013

I am very happy to present the websites from my spring 2013 James Madison marketing students enrolled in MKTG 470.  My students purchased hosting plans and .com domain names using  GoDaddy.com.

During the next few weeks, my students will begin transforming their WordPress site into a unique creation.  At first, they will learn how to establish a site theme, edit their “sample” page and convert it to an “about” page, create new web pages, manage their navigational bar, create permalinks, get their blog started, customize authorship of their blog, work with widgets, add images to their website, and create hyperlinks to images and text.  Later in the course, students will explore various plug-ins for search engine optimization and site analytics, change their site theme to reflect their individual personalities, add blog posts, enable social media sharing, engage in paid search to drive traffic to their site, and much more.

I am very excited to help my students hone their technological skills.   Below is a listing of my spring 2013 students and their URLs.

Jessica Alea http://jessicaalea.com 
Megan Anise http://megananise.com 
Frank Ashby http://frankashby.com
Michael Baker http://mikebake.com
Ellen Barker http://ellenbarker.com
Laetitia Biscos http://laetitiaann.com 
Kristen Booth http://kristenblair.com
Anna Bosshard http://annabosshard.com
Rick Brightwell http://rickbrightwell.com
Bryan Broscious http://bryanbroscious.com
Caroline Burger http://carolinekateri.com
Grant Burshem http://thelengendgrant.com/
Morgan Burton http://morganjburton.com 
James Carter http://www.jamescarterweb.com/internet-marketing
Kirsten Chaney http://kirstenchaney.com
Catherine Crews http://cat2crews.com
Jenn Donovan http://jenndonovan.com
Frank Doss http://dosstheboss.com
Evan Duso http://evanduso.com
Vanessa Escobar http://vanescobar.com
Mandy Gassman http://mandygassman.com
Brittany Glenn http://brittanyglenn11.com
Amanda Glover http://amandafg.com
Jacquelyn Gray http://jacquelynterese.com
Lauren Hale http://lookuplauren.com
Geoffrey Harris http://geoffrey-harris.com
Natalie Iannello http://natalieiannello.com
Mathew Ingham http://matingham.com
Lauren Kiser http://laurenicity.com
Sarah Konspore http://sarahkonspore.com
Nicole Martin http://nicolemmartin.com
Kevin Meder http://kevinmeder.com
Lila Mooney http://lilamooney.com
Jonathan Morosini http://jonathanmorosini.com
Patrick Nowzari http://dahawdest.com
Sarah Nuzzo http://sarahnuzzo.com
Heather Paxton http://heatherpaxton.com
Vilina Phan http://vilinaphan.com
Hugo Ramadier http://thehugo.com
Patrick Robinson http://thepatrickrobinson.com
Kenneth Salamon http://kensalamon.com
Nicholas Scott http://nicholasrscott.com
Shelby Shaffer http://virginiabluebell.com
Colin Squier http://colinsquier.com
Rachel Sturm http://rachelnsturm.com
Sangbok Sung http://sungsb.com 
Rachel Tacci http://rachelatacci.com
Heather Terk http://heatherterk.com
Carolyn Thiel http://carolynthiel.com
Bret Thompson http://brethompson.com
Josh Tigges http://joshtigges.com
Elizabeth Vincent http://elizabethhvincent.com
Caitlin Webster http://cmdubya.com
Alysa Wilkins http://alywilkins.com
Shiyao Yu http://shiyaoyu.com

 


Sales and Networking Through LinkedIn: Perspectives from a JMU Marketing Alum

Matthew Dixon, a former JMU marketing student of mine and currently a Sales Associate for the  New York Yankees, reached out to me to share some outcomes associated with being a JMU marketing major.  With his permission, I am sharing his e-mail message below in order to reach some of our current marketing students.

Dr. Clarke,

I’m not sure if you remember me, but my name is Matt Dixon and I was in several of your marketing classes in 2010-2011. I wanted to reach out to you because you told us how important it was to utilize LinkedIn in one of your classes and made us add groups and add connections. Well I want you to know everything you taught us really paid off! I currently work as a sales executive with the New York Yankees and have over 500 connections on LinkedIn. A majority of my sales have come through using LinkedIn and networking and through referrals on LinkedIn. I wanted to share this with you so you could use this as a testimonial with your students. Not only this, but my boss the Director of Ticket Operations with the Yankees said first thing he does when he is interviewing is look at a candidate’s LinkedIn profile. If they don’t have one or it is not active he doesn’t even consider them. I thought this would be very beneficial and I wanted to share this because I appreciate you being one of the very few teachers that uses real life examples that you will see throughout your career!

Hope all is well,

Matt Dixon

Matthew Dixon can be reached for comment at mdixon@yankees.com.


The Martin Agency 2012 Student Workshop

Allison Mays, from the Martin Agency, recently sent me some information about their upcoming student workshop.  I am pasting it below in order to help her get the word out about this amazing experience.  I have heard nothing but great things about their workshop so I encourage you to apply if interested.  Note that the deadline is about a month from today.

Workshop Objectives

The Martin Agency Student Workshop is designed for college students interested in pursuing a career in advertising or a related field.  It is our hope that through the experience, the students will gain a better understanding of the industry and the unique environment characteristic to advertising agencies. Participants benefit from gaining insight into an often-misunderstood field, and the agency benefits as it helps encourage talented, bright and ambitious young people to pursue an advertising career.

Program Description

The Student Workshop is a 10-day program held at The Martin Agency in Richmond, Va. Our next workshop is scheduled for January 9-18, 2013. The application is due October 15th.    

The program consists of interactive seminars and lectures about advertising and the agency business.  The seminar topics include, but are not limited to media, account management, strategic planning and landing a job in the industry. Additionally, the students will work on a case study project for the duration of the Workshop. The project, based on an actual client situation, is to concept, create and present an integrated marketing and communications program, including ads.

www.martinagency.com

Students should email me for more information and the application — Allison Mays at allison.mays@martinagency.com or check out our Facebook page – martin agency student workshop.

Boxtops for Education & Labels for Education – Collecting Boxtop$ and Labels

Boxtops for Education When my son started kindergarten, his class was challenged to collect as many boxtops (a.k.a., Boxtop$ for Education) as possible.  For every boxtop turned in, his school would earn 10 cents.  I went through everything in my fridge, freezer, and pantry and gave him all of the boxtops I could find from participating products.

A few months later, there was another request to send in boxtops to school.  But this time, my son said there was a competition and the class with the most boxtops would win a prize of 30 extra minutes in the library in order to play on iPads.

Knowing that I could only buy so many boxes of Cheerios, Ziploc bags, and Chex Mix, I turned to my tribe of marketing students for help.   I launched a box tops contest in my own marketing classes.  I gave my students bonus points on their final test for turning in boxtops.  Ultimately, my son’s class won the contest and they were so excited!

Although the Labels for Education is a different program, students can also clip these labels as well and they will count in my class contest.  Below is the label for the Labels for Education program.  I will also count Labels for Education in the student totals.

Below are the current guidelines for my classes:

  1. No later than the day of your last test in the course bring in Box Top$ for Education and Labels for Education in a small plastic bag or envelope.
  2. Write your first and last name and the class section’s starting time on the outside of the bag or envelope.
  3. Also on the outside of the bag or envelope write the total number of boxtops, the total number of labels, and the grand total of boxtops and labels combined.  The grand total is what I will use to award bonus points.
  4. A grand total of 25 boxtops/labels = 1 bonus point earned on final test,  26-49 boxtops/labels = 2 bonus points earned on final test, 50 or more boxtops/labels = 3+ bonus points earned on final test.  Please count the face value in computing your final points.  For instance, if you found a special boxtop that is worth 5, count it as five and not one.
  5. The student with the most boxtops/labels will earn a really big additional bonus (to be determined).  One semester I had a student collect nearly 1,300 boxtops ~ learn her boxtop collecting secrets!
  6. Boxtops and labels MUST be neatly cut out on the dotted lines in order to count.  Boxtops that are torn will not count.

More information about collecting boxtops is available at the BoxTopsForEducation Facebook page and Boxtops4education.com.

What are some creative ways you have used to collect a lot of boxtops and labels?

 

21 JMU Marketing Students Pass the Certified eMarketer Associate Examination

Twenty-one James Madison University students  recently passed the Certified eMarketing Associate (CeMA) examination.  CeMA is an e-marketing certification program accredited by the eMarketing Association (eMA).  The program provides professional certification to students who demonstrate competency in the e-marketing arena.

All students listed below have passed the certification exams and are now Certified eMarketing Associates.  Special recognition is extended to Sandra Tran, Zeke Lukow, Sarah Carpenter, and Joanna Tu for earning the highest CeMA exam scores in the spring 2012 MKTG 470 classes.  As stated by the eMarketing Association:

eMarketing Association The CeMA certification is a substantial credential for students as well as professionals who are new to the e-marketing profession. The certification is recognized globally and is the only e-marketing certification recognized by a state office of education..

   … 

Please join me in congratulating these  students on their professional accomplishment!

Brittany Bertolino
Sarah Carpenter
Brittany Ecker
Jason Gannon
Erica Hanlon
Alessandra House
David Jaeger
Amanda Jennison
Cheryl Jones
Rachel Krause
Zeke Lukow
Rebecca Lynch
Christine Manley
Lauren Mason
Allison May
Melissa Peay
David Rao
Sandra Tran
Joanna Tu
Carrie Webber
Xin Yang
 

My $0.02 on Interviewing for Marketing Positions

Lately I’ve had quite a few students ask me for advice about interviewing for marketing positions.  The most common questions I get are something along the lines of “How can I best prepare for my interview at XYZ company?” and “How do I stand out among all of the other interviewees trying to get this job?”  Although there is a lot of great interviewing advice available, I will share my $0.02 on these questions.

To prepare:

  • Be able to clearly articulate why you want to work for XYZ company.  It sounds simple, but you need to explain how you are a good fit for their company, not just any company.  To address this issue, devote time towards studying the company’s website, people, social media, and culture.  Many companies are seeking an “overall fit” between you and their employees and culture.
  • In addition to explaining why you want to work for XYZ company, explain why you want to work in the position advertised.  Again, it sounds like a simple idea but to really stand out, learn what the position involves BEFORE you go on the interview.  Research the position as much as possible so you can cogently discuss what skills and abilities you bring to the table.
  • Know everything on your resume.  If there is something on your resume, expect to be asked a question about it.  Study your resume and think of something you can elaborate on for every item listed.
  • Practice interviewing.  I highly recommend 301 Smart Answers to Tough Interview Questions to help you ace job interviews.

To differentiate:

  • Differentiation involves analyzing your competitors.  So, think about the types of people who might be interviewing for the position.  Then, think of something about you that is different from all of your competitors.  Ensure that you discuss your point of differentiation some time during the interview.  It doesn’t have to be a huge point of differentiation, but it should be unique.  As an example, you could discuss how you studied for and passed a certification exam or performed in the top of your class on a project or assignment.  Perhaps you can share an interesting story about how you selected your major or a personal experience that influenced one of your core values.  The possibilities are endless.  If you are stuck on finding points of differentiation about yourself, I suggest you read ME 2.0 by Dan Schwabel to learn more about personal branding strategies.
  • Learn to dress professionally for success, but avoid the “standard suit uniform” look.  Be a little bold by wearing a tasteful but memorable accessory such as a tie or scarf to make you more memorable.  Even if the work environment is casual-dress, you should package yourself as a serious professional for the interview.
  • Write a hand-written thank you note to each person who interviewed you.  Often when I give this advice to my students, their response is “Really?”.  Yes, really.  Invest in a set of high quality, thank you notes and some stamps.  People do appreciate when you go to that extra effort.
  • Be yourself.  We’re all unique in our own way.  Trust that your uniqueness can shine through if you are comfortable and relaxed.   Interviews can be stressful, but if you don’t feel like yourself during the interview, you may not enjoy working at that company.

If you cannot market yourself well, the company will not believe you will be able to market their products/services.  For more resources, check out my interviewing tag on Delicious and my Marketing Career Info Daily with new content every day.  Also check out How to Score a Date with Your Potential Employer.

Please share your $0.02 on interviewing for marketing positions in the comments area below.

36 JMU Marketing Students Pass the Certified eMarketing Associate Exam

I wish to recognize 36 James Madison University students from my spring  2011 MKTG 470 and MKTG 490 classes for passing the Certified eMarketing Associate (CeMA) examination.  CeMA is an e-marketing certification program accredited by the eMarketing Association (eMA).  The program provides professional certification to students who demonstrate competency in the e-marketing arena.   As stated by the eMarketing Association:

The CeMA certification is a substantial credential for students as well as professionals who are new to the e-marketing profession. The certification is recognized globally and is the only e-marketing certification recognized by a state office of education.

Please join me in congratulating the students on their accomplishment!  All students listed below have passed the certification exams and are now Certified eMarketing Associates.  Special congratulations are extended to Chad Rhodes, Sarah Ingram, and Abbie Wright for earning the highest CeMA exam scores in the spring 2011 classes.

Lauren Appleton
Sarah Bonner
Cynthia Bremner
Kaitlyn Burrows
Danielle Cassagnol
Jennifer Cohen
Mackenzie Esposito
Max Greenhood
Zachary Hamby
Lauren Hartnett
Megan Henry
Sara Hollands
Meghan Hric
Sarah Ingram (2nd Highest Score)
Lindsay Keller
Sadeq Khan
Ariele McWhinney
Nhi Nguyen
Michael Noto
Kim Pate
Ellen Peterson
Matt Pronio
Michelle Puckli
Chad Rhodes (Highest Score)
Molly Shea
Kelley Smith
Caroline Soderstrom
Kevin Stottlar
Jenna Stanton
Amy Sun
Alexa Tolusso
Huy Vo
Jordan Waddell
Laurenso William
Allison Winters
Abbie Wright (3rd Highest Score)
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