IMC Hawks Blog

Tag: college

  • Pumpkin $pice

    Although today is the official first day of fall, pumpkin flavored lattes and #sweaterweather advertisements have filled our newsfeeds for weeks.  Preparation for America’s “favorite season” is a prime example of strategic planning when it comes to IMC.  Companies, such as Starbucks, take no mercy on branding fall for a profit.  Take a look at the Starbucks home page:

    Screen Shot 2015-09-21 at 1.45.54 PM

    “Celebrate the flavor of fall” with pumpkin spiced teas and pump bottles of artificial pumpkin flavor.  Starbucks goes above and beyond by defining fall and reminding us it is time to put a dent in the pumpkin population and enjoy this fantastic, fall sensation.  Keep scrolling and you will find the “Fall Drinkware” section of their website, offering a variety of different orange coffee mugs for about 20 bucks a piece.

    Screen Shot 2015-09-21 at 1.45.42 PM

    A little much?  Well, according to Fortune Magazine, Starbucks reported a 10% increase in the fiscal fourth-quarter sales in 2014.  Evidently pumpkin spice does come at a price.  The company is reportedly brewing up more ideas and plan to add to the recipe by creating a “fall flavored” line of sodas, smoothies, and yogurts.  Limiting the availability of these fall treats help build upon the chic image Starbucks maintains to its publics.  Though some may gasp at the thought of paying over 5 dollars for one of these sought after lattes, to many, fall just wouldn’t “be in the air” without them.

    S. Alyssa Groom wrote in her article, Integrated Marketing Communication Anticipating the “Age of Engage”, that it is now impossible to create a marketing plan to follow at the beginning of the year.  Starbucks’ creation of this fall line is a prime example of Groom’s theory.  The company has broken the marketing year into segments and focuses on specific aspects of what is popular and “hip” during that market period.  Groom also mentions that “marketing can no longer stand alone” and the importance of customer engagement.  Through social media pages dedicated to this fall line and the creation of hashtags, Starbucks makes purchasing one of their fall items interactive.  Allowing for customers to post pictures, tag the company, generate new hashtags and register for giveaways.  These strategies get the customer excited about going out and buying Starbucks products.  Customers now “buy into” the Starbucks brand, going beyond a simple cup of coffee.

    -Luke, Dan, Amanda, Meleah and Kendall

  • Campus Dining: Fueling Your Education

    Students can be hard to please, but that doesn’t stop schools from trying. Universities cater to their students needs in many ways from providing tutoring services and career building seminars, to fulfilling the most basic and necessary task of feeding their students.

    Campus Dining
    facebook.com/uncwcampusdining

    UNCW Campus Dining has a large customer base that has a high turnover. With each new generation of Seahawks and the constant evolution of food trends in society, Campus Dining must stay updated on their consumer needs. An effective IMC plan begins and ends with research. Each semester Campus Dining sends out surveys asking students and faculty what changes they would like to see. Questions include asking for locations where students and faculty feel dining options are lacking and also what variety of food options they would like to see offered.

    Campus Dining stays relevant through a nearly constant evolution of dining locations. Anyone who has had a meal plan for more than a couple semesters has probably seen Dub’s remodeled multiple times. With redecorations, menu changes, dietary need additions, we don’t have time to get bored before it is new again. Currently Dubs has an emphasis on local and healthy options.

    Campus Dining brand also embraces sustainability efforts. You may have heard about the fish tank in Wag. This aquaponics system (a small ecosystem that raises plants and fish in a mutually beneficial environment) is just one of the most recent updates. This semester the cafeteria provides more fresh fruit and veggies (due to survey requests) and wag sushi on Fridays. These are just some examples of Campus Dining improvements.

    Aside from keeping up with the foods that students request, UNCW goes one step farther to keep their students happy by offering a variety of promotions. This semester, along with the updated meal plans, UNCW has a “VIP” option for students in Non-Traditional housing who purchase meal plans. By getting a meal plan between May 18th and August 24th, eligible students were enrolled in a rewards program that allows them free surprises every month.  Some of these specials include free coffee at Port City Java, a free bagel, a free sandwich at The Landing, a free Chick-fil-a sandwich, and other exciting surprises. This IMC strategy is an incentive for students who are not required to purchase a meal plan to do so, and a way for UNCW Campus Dining to retain more customers.

    All these initiatives show Campus Dining’s commitment to generating consumer enthusiasm and engagement to keep their brand relevant against off-campus dining competition. In addition to their guaranteed return on investment from students living on campus who are required to get meal plans, Campus Dining’s IMC plan draws in extra revenue by encouraging everyone to make them their choice for nutritional value.

    Want to learn more about campus dining? Follow them here:

    Twitter: @UNCWDining

    Instagram: @uncw_dining

    Facebook: www.facebook.com/uncwcampusdining

    -Carey Poniewaz, Aki Suzuki, Alexis Trimnal, Carey Shetterley and June Wilkinson

  • On a Lost, Senior Seahawk.

    Many years ago, in the midst of my five-year career as an infantryman in the United States Army, I had a grand vision. My best friend at the time, Ryan Wood (pictured below on the left, with me in 2006), and I, were going to get a house together in Oklahoma City. I was going to go to college for creative writing, and he was going to go for art and political science. Our goal was to create a graphic novel showcasing the reality of American imperialism and its brutal effects on the globe. We assumed that eventually we would be rich enough to open a punk rock venue/bar together and go from there. The plan was solid. Nothing could of went wrong, until Ryan Wood was killed in Baghdad in 2007. That event threw everything off track.

    MeNWood

    So I got lost. I developed many problems, and worst of all (for me), my future was shot, my friend and focal point of my plan was gone. I left the Army with my plan dissolved, but eventually I moved away from my family in Arizona and enrolled at Cape Fear Community College in Wilmington, NC. I had no definable goal in mind, and I was only going to school to make money off of the government’s generous compensation for my service (Service members get a GI Bill when they get out, which pays them monthly to go to college.) I chose Communication Studies because it had the easiest math requirements, and seemed somewhat related to a career in some sort of writing, which was good enough for me at that time.

    I made it to UNCW at 28 years old. I never felt like I fit into the college culture. I lived off campus my whole career and never got involved in extracurricular activities. I also found I could never connect on any lasting level with my classmates because I constantly compared them to the friendships I had forged in the inferno of 25 months of war. I noticed, a few months after completing all the prerequisite courses and earning an AA, that I was losing the knowledge I gained in those courses. There is no screening process to divide potentially dedicated, outstanding students from the ones who just attend to attend, and those listed second forget everything. So I slipped in through the cracks and ended up jaded by the ordeal. I approached college in a less-than-ideal way: I just did enough to get through it.

    But the resources were, and are, there for those who are interested. There is a career center to build a resume, volunteering, applied learning, and internship opportunities to add valuable experience to your education. There are professors who, if you come to them with concerns, will go out of their way to help you reach the place you’re aiming for. But nobody is going to drop any of that in your lap. You have to seek it out and pursue it yourself. I didn’t reach out. I skirted by with the minimum, and am left with a mostly hollow experience of what could have been another milestone in my life.

    What I have learned about myself in my four years of college is that my lack of a plan has morphed into a lack of passion, which has reinforced a lack of precise direction. I sit here on the cusp of graduation, with a hazy track of uncertainty unfolding before me. I see my classmates rattling off their big goals to their buddies, detailing the rungs they will need to climb to make those plans work, and I see their youth, which I am quickly losing. It leaves me wondering what I have been doing the past four years, and causes even more concern about the next four. I have the wisdom to know I did not do the best that I could in school, but the wisdom came too late to be of any use at UNCW.

    It could be argued that I was never a go-getter, and was doomed from the start due to a personality defect, but at least I am here sharing my wisdom instead of shivering in a gutter somewhere. I did have a plan at one point, but have failed to create one since it was lost. So don’t write me off as just a bad example of a good college student. Look at me as a wise, bad example of a good college student, since I have recognized and shared my shortcomings. You could learn something from me. I could tell you how wonderful the opportunity was and how clear it made my life, or I could give you the truth of it. I went to UNCW without really knowing why, and now I am leaving without knowing exactly why I was there. College seems like a logical “next step” for many, but you have to engage with it far more than that for your education to be a life-changing experience. You have got to know yourself and know what you want out of life, or college is going to be just another grind for you.

    To be fair, I did take an internship opportunity that may have sharpened me up a bit, and every one of my teachers were excellent, passionate, and dedicated to their craft. Not one person entrusted to my education failed me in the slightest. I remember being asked “What is your career goal?” during advising, and instead of sticking with “I don’t know,” I would come up with fuzzy answers to push the meeting along. But the tools were there. I just passed them up. UNCW was a great place that has enriched and guided many lives, and will continue to do so after I pass through. The tools will be there for you, and you ought to use them.

    I learned many things in college, but the most important thing I learned wasn’t in the brochure, at orientation, on the website, or in the course catalog: have a plan and a backup plan as quickly as possible, and get motivated and involved enough to turn the plan into reality. Seek out and grab every opportunity that moves you towards that reality and never let up. Otherwise you may find yourself at 30 years old, sitting with backed up classwork clawing at your heels and a foggy future two weeks before graduation, wondering how so many others seem to have it all figured out while you float on through to no apparent destination.

    -Chad Darrah

    I must say, the situation is not as dire as I have presented it. All I know is that a lot of people think I am a good writer, enough to make me believe it. But I do not know how that translates into a career to tell an advisor. So I’ll trudge through the muck until it all clicks, or I will die before it ever clicks. Either way I am following a path that is good enough for me. I’m just not so sure where college fits on that path.

    I also have to use my soapbox one last time to express a hearty thank you to Dr. Jeanne Persuit for giving me the most monumental, colossally meaningful display of encouragement I have ever received on this murky trek. I thank you with the highest degree that a blog post can convey, and can honestly say that that moment was the undisputed highlight of my college career.

    I have to ask that you please raise a glass for Sergeant Ryan Mitchell Wood next time you get a chance. Google his name and title to get a feel for him, as he is the driving force of my motivation. Pay your respects. I give his memory and family extraordinary credit for helping me hold onto something sacred, which is a necessity to keep me moving.

  • This is The End

    It is absolutely unreal to be sitting here writing my senior blog post. As of today, I graduate from UNCW in less than 2 weeks. I visited UNCW before my senior year of high school, and instantly fell in love with the place. Growing up ten minutes from UNCC, I was quickly drawn to how different UNCW was, and it was in that moment that I realized where I wanted to be for college. I received early acceptance into UNCW, and I could literally not wait to be here. During my senior year of college, I remember more than anything the feeling of just wanting to get out of Charlotte and see and experience something new. Upon arriving to UNCW/Wilmington, my wish was commanded.

    My time here at UNCW has been everything I could have ever wanted and much, much more. I have met so many different kinds of people and gained friends that will surely last for a lifetime. The memories and experiences I have gained here are surely ones that I will never forget and will cherish forever. It is certainly a bittersweet time in my life right now.

    When I first arrived to UNCW as a freshman, I was unsure of what to declare as my major. My older brother recommended Communication Studies. I looked further into the major, and I remember thinking that it was the fit I had been looking for in a major. I could not have made a better decision. I have taken a wide range of different courses at UNCW, and without trying to sound biased, I have to say the courses within the Communication Studies major have provided me with experiences and skill sets I just did not receive in other courses. The difference being the experiences and skill sets I encountered within my Communication Studies major will benefit me in many different aspects of my life, not just for my career, and for the remainder of my lifetime.

    With all that said, I am forever thankful for the knowledge, experiences, friends, and professors I have encountered during the time I have spent at UNCW. This time period in my life certainly holds a place dear to my heart, and I have become a better person because of it. Here’s to the next chapter!

    Callie Fenlon

  • Reflections on Graduation

    When I first started my journey at UNCW, like many other freshmen I was disoriented, puzzled about my future and overwhelmed with what college had to offer.

    I have lived in Italy for 16 years and living with two cultures has always been part of my life. The quest I went on when I decided to move to the United States for college and apply to UNCW was one of the hardest decisions I’ve ever made in my life. I took more than one risk but I can honestly say that in the end I don’t have any regrets. If risks aren’t taken in life, then it’s truly not worth living. Overall the decision I had to make was not an easy, nor a quick one, but either way I knew that it would be a life changing one. For me, “personal success” is more than just maturing academically, and UNCW has allowed me to achieve this and beyond. I am proud of my dual citizenship and all the pros and cons that have come with it. My experiences and background have helped enhance my experience at UNCW, and it was well worth the journey.

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    I believe that my education is the first and most important building step towards achieving my life goals, and UNCW has allowed me to do just that. Classes like Capstone and many other I have taken in the Communication Studies Department have not only prepared me for the future but, most importantly, they have excited me about my future. As someone who has lived in the United States for less than five years, I can honestly say it is not only relieving, but also rewarding to know that I am one of the youngest graduates in my class and that I have successfully achieved the same level of academic recognition that people who have lived their whole lives here have.

    Throughout the years my family has allowed me to further shape myself into the person that I am now. My parents were in fact the ones that let me take on the most important experience that I’ve had so far in my life. I don’t see graduating from college as the successful termination of a chapter of my life, but rather the beginning of a new chapter in which I prove to my parents that all their support and everything they have done for me has allow me to successfully accomplish my dreams.

    The pressures to start my career and succeed in life are two things that have been more and more often on my mind, I’m sure like many others of my fellow college graduates as well. I could not go to the point of saying that UNCW guaranteed me success in my future career, but I can truthfully say that it has given me the confidence and preparation I need to leave the UNCW “nest” and enter the real world; and this is more than I could have ever asked for. Ultimately, part of the post-grad adventure is really trying to figure out who you are and what you value. As I said earlier, for me, graduating from college is the final move (or leap) into adulthood.

    It is now 13 days until the day of my graduation and as I am writing this final blog post, looking back on where I was four years ago and where I’ve came from, I can honestly say that I wouldn’t want to be anywhere else.

    – Sasha De Vecchi

  • Some Parting Tips for Graduates

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    Graduating college means moving on to a new and unknown phase of your life. There are many things that seniors and college graduates should keep in mind when entering the job market. In recent years, employers have been asking their potential employees to provide their Facebook password. This occurrence has been limited, but it demonstrates how one should be mindful of their social media usage, since much of what is on the internet may commonly become public knowledge. In fact, it is important to keep in mind that what may have been considered acceptable in college may be seen as inappropriate in the workplace. Along with this notion, graduates should be mindful of the fact that in today’s business world appearance DOES matter and this is often considered one of the main factors that determines being hired or not. In fact, appearances and professionalism play a crucial role when assessing one’s competence and overall attitude. As graduation rates are rising, college students are faced with a higher amount of competition in the job market. Differentiating yourself from other applicants and making a positive first impression is often what makes the difference. Communication skills are also in fact very important qualities that are desired in all job fields, and are often associated with professionalism.

    One way to make a distinction from other job applicants is to have a thoughtful, well-constructed resume with you. Having an interesting and structured resume is very important, considering your resume is a huge part of the first impression you give. College graduates must realize that when applying for jobs, the selection process is almost always based off of resumes alone; face to face interaction will come later if the applicant is lucky. A resume should not be a puzzle for the person making the hiring decisions; mislaid pieces are warning signs or “red flags” to most employers. A resume is basically a published story of your previous school and work experiences. When creating your resume, concentrate mainly on the past highlights and most recent and relevant work experience; this will make it easier for the person analyzing your resume to see what true ambitions you uphold, as well as evaluate your awareness of the potential job’s requirements and responsibilities. Being descriptive and very detail oriented in your writing will show to prospective employers that you are sincere in what you say. Having a strong and confident start to your resume can will readers a detailed concept of your background knowledge and expertise right off the bat. Placing your top achievements and experiences at the beginning of your resume will ensure that they are looked over. If your resume has multiple pages, and/or the recruiter has a large amount of other resumes to evaluate, he/she may take a look at your first page and then go on to the next applicant; having this information stated first should catch the reader’s eye and leave a strong impression embedded in their mind throughout the rest of the application process. College students applying for jobs must sell themselves through the use of a resume if they truly want to be recognized and leave an impact on their prospective employers.

    Overall, graduating college is a huge transition. Although it may seem a bit scary to some, it can also be a very exciting and rewarding time. Graduates just need to keep in mind that the real world is a little different than college, and has less room for error; however, if graduates think before they act and make smart decisions, they are creating the foundation for a successful future.

    – Sasha De Vecchi, Lindsay Gallagher, Jay Reilly, Cary Welborn