IMC Hawks Blog

Tag: IMC

  • “Dare to Soar”

    Colleges and universities are places that can unify people from all over the world.  They have sports, clubs, fraternities and sororities, honor societies and many other groups and opportunities to unify the student body.  Another way schools have started to unify people is with words.

    This year will be the first year with Gary Miller as the chancellor of UNCW.  When he was inaugurated in early May 2011, Miller brought with him a new way of thinking and a new school slogan: “Dare to Soar.”  With this new slogan, Miller wanted to try to echo the school motto, which is “dare to learn,” and bring students together in hopes of achieving higher goals than were previously set.

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    Miller hopes that this new slogan will help build the UNCW brand.  The school already has a very solid brand because of its academic values and Miller hopes this new slogan will further better the brand name.  He hopes that this new slogan will show an aspiration to reach higher goals in the future and reflect the soaring growth of our school.

    As UNC Wilmington students, we noticed the attempt to unite the school and motivate the student body with words. There are many other schools which have created slogans that have utilized powerful words that were intended to convey specific messages to students, faculty, and the community surrounding these colleges. After the shootings at Virginia Tech, the school used the words “Together We Stand” to make sure that the students who had survived the horrific events could all unite to get through the tragedy.

    Some words have been associated with certain campuses for decades. Harvard University, for instance, has the word “veritas” written across the university arms. Originally, the phrase was long and dealt with the truth of Christ and the church. However, today the campus has changed the motto to simply mean “truth” and is a reminder of the morals and standards at Harvard.

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    Many campuses attempt to bring these powerful phrases onto their campus to motivate and unite their students. The question is, do these words always create the campus environment that they are trying to create? Are these words really powerful, or are they just trying to be powerful? How long will the students remember these slogans and mottos?

    – Zachary Abramo, Meaghan Beam, Jessica Butner, Jackson Lane

  • Less Cancer, More Birthdays

    “Imagine a world with more birthdays.” Everyone loves a birthday. Birthdays mean parties, presents, cake, maybe a few libations followed by the possible dancing, and just overall merriment. Birthdays celebrate life and represent another year in the world. It is pretty agreeable that birthdays insinuate a good thing and have an overall positive connotation. The American Cancer Society, which hosts Relay for Life-a walking event that is held across the nation and raises millions a year for cancer research and resources, has taken this phrase and integrated it into their marketing campaign to make people rally behind their cause. Now the phrase, “Imagine a world with more birthdays” has an even greater, even tear-jerking message. Imagine a world with less loved ones passing away from cancer and more people being able to be merry and on earth for another year.

    As the designated “Official Sponsor of Birthdays” the American Cancer Society takes hold of the emotional appeal of connecting their cause to everyday life.  The American Cancer Society uses slogans such as “Happy Birthday is a victory song,”  “A world with less cancer is a world with more birthdays” and many others to very effectively draw people into raising funds for the events.  Connecting something scary, like the often terminal illness of cancer, to the happy annual event of celebrating a birthday, something that everyone has, is a very innovative way to put the American Cancer Society’s cause at a relatable level for all.  Everyone may not have cancer, but everyone has a birthday.

    The fact that the American Cancer Society markets their events as a general celebration of life in general makes it appealing to those with cancer or those who have survived cancer because they are fighting and have fought to live and have more birthdays.  It also makes it appealing to those who haven’t had cancer because they get a chance to really celebrate, be grateful for their health, and the fact that they have been able to celebrate their birthdays without fear of them being shorthanded by cancer.  Finally, the message really digs emotionally when it comes to a person who has had a loved one pass away from cancer.  How amazing would it be to be able to celebrate one more birthday with that special person?


    As a society, we understand that messages are being thrown every which way to try to get us to do something.  While the American Cancer Society could use a percentage or amount of money to help get people to support the cause of cancer prevention and awareness, instead they opt to display their organization as one that can bring an immense amount of hope to all audiences.  It’s safe to say the proof is in the pudding.  The American Cancer Society’s Relay for Life had an astonishing 4 million participants and raises about 400 million dollars a year.  With a marketed identity of one that sponsors overall joy, the American Cancer Society has struck a chord causing a strong continued success that many charitable organizations long for.  Happy Birthday must be victory song after all.

    – Alexandra Huss, Caroline Merrill, Alyssa Morrello, Lauren Van Trigt, Dann Williams

  • The Twilight Saga Continues

    There was once a time when the word “vampire” was associated with fear, scary movies, and evil. No one wanted to be a vampire; they wanted to hide from vampires. Over the past few years words associated with vampires have been more along the lines of “sexy,” “exciting” and “cool.”  Many people believe you can trace these changes back to Twilight, the book series that was turned into a movie in 2008. Stephenie Meyer, the author of the Twilight saga, completely altered the image of a typical vampire around. Vampires used to be portrayed as terrifying people who would only come out at night, slept in a coffin, and had skin that looked almost grey.  Meyer portrayed vampires as suave, fashionable, intelligent, and desirable. Instead of being harmed by sunlight, Twilight vampires simply sparkled when they were in the sun.  Young girls across the country swooned over Robert Pattinson when he became the star of the movie series. Many women even stated that they wanted to become a vampire.

    Since the first Twilight book hit bookstores back in 2005, this romanticized idea of vampires escalated into quite the fad in the entertainment industry. TV stations began to make their own spin offs of the vampire stories. Two of the most notable vampire shows are HBO’s “True Blood” and The CW’s “The Vampire Diaries.” Both of these shows took hold of the idea of vampires having a vast amount of sex appeal. The casts are made up of attractive young men and women who spend a lot of time in romantic relationships with one another. Men and women alike are attracted to the vampires depicted on their television screens. These shows market vampires and their lives as being sexy, as you can see in the commercial for season 2 of The Vampire Diaries.

    TV producers saw the craze that the Twilight book and movie series created and took Myers’s idea and ran with it.  True Blood and Vampire Dairies have also created a strong audience that is keeping the Vampire trend alive.  These shows have not altered the image of vampires quite as much as Twilight did, rather they have definitely brought more attention to the vampire trend in the United States. Will these blood-suckers continue to be sexy and desired by all, or will vampires go crawling back to their coffins and return to their more spooky origins?

    – Jessie Butner, Meaghan Beam, Jack Lane, Zach Abramo

  • Does Humor Sell?

    During the 2010 NFL Super Bowl, Old Spice started a new marketing campaign, releasing the above commercial online and on television. It quickly became the “number one all-time most viewed” branded channel on Youtube. How did they achieve that success? By targeting women, who dominate the body wash market, and men with humor, it created for the first time a topic of conversation for couples around the nation. The marketing team also showed the commercials in certain movies where there was a “high amount of couples” were projected to go. So because of the topic of conversation that was generating millions of hits on YouTube, women began to buy Old Spice for their husbands and boyfriends so that they could “smell like the man your man can smell like.”

    But how did this campaign have continued success? Old Spice continued to use the “man your man can smell like” guy and let him interact with fans all over the internet who would ask him random questions that he would answer in his fashion. In one day alone Old Spice generated more hits on Youtube than Obama’s presidential victory speech, on day two he had 8 of 11 top videos on Youtube, and by the end had over 40 million people view his videos.

    The success of this campaign is astounding considering that ; the brands twitter following increased 2700%, Facebook fan interaction went up 800%, and traffic to the Old Spice website increased 300%. This made the bottom line of the company increased 107% 10 months after the release of the first Old Spice commercial.

    Shortly afterwards many companies have tried to have the same success, copying the Old Spice guy commercials to a certain degree but still enjoying some success. By making some of the funniest and memorable commercials of all-time Old Spice increased their brand awareness while making people laugh and had one of the most amazing marketing campaigns for a business ever. So does humor sell? This guy thinks so.

    – Ally Walton, Lauren Habig, Erin Kiffmeyer, Hannah Eure, Gene Lee

  • Remember When…We Didn’t Live in a Web 2.0 World?

    What do you think of when someone asks you “Remember When?” Among the historical disasters that have plagued our world, the media has always played a prominent role in the information that is released to the rest of the world. For example, in 1986 a huge explosion occurred at a nuclear power plant in Chernobyl, Ukraine. Even though nuclear power represented a large technological step forward for mankind, our technology in regard to media was still lacking. In fact, the Soviet Union tried its hardest to keep any information regarding the disaster out of media coverage. Not only did it take a long time for the rest of the world to find out about the disaster, but when they did, many of the facts were inaccurate and misleading. This is only one of the many examples in which getting authentic news coverage was halted by the government. Also, the mediums in which the information was made public were very minimal.  There are many other events that occurred during World War I, World War II, The Cold War, Vietnam, etc. that were not made public as well due to the lack of technology in that era.

    In more recent years, a new dawn of technology has signed the beginning of the Tech Age as well as the information Era. These new technological discoveries have further allowed us to transfer information liberally and have also given us the privilege of instant access to information that would otherwise have been difficult or tedious to find in the past. With improvements in technological development, such as the internet, we now have new global platforms that further enable and enhance the flow of information.

    We saw the amazing impact of the Web 2.0 technological age on the fateful day of September 11, 2001.  The new millennium called for the drastic cell phone advancement from bulky older versions to a new PDA form.  The advantages of this transformation really came to light when doomed passengers were able to make one more phone call home on their descent.  Also, real-time coverage about the day’s events was available instantaneously for the world to follow.  Unlike the decades prior, we did not have to wait for the evening news or rely on word of mouth information about the attack.  Americans could simply turn their television on, tune into their radio, call someone on their cell phone or access the internet from their PC or smart phone to keep up with ongoing news that day.  While this was beneficial to the average American that wanted to be informed, it proved especially pivotal for family members that had loved ones working in the buildings that were attacked.

    Every major advancement in society comes with its consequences.  While the technology era has birthed an easier way of living and communicating, the new wave of innovations came with a downside characterized by the improper usage of this knowledge via the media. Nowadays the media is manipulated all the time; these negative effects often come from lobbies that push political agendas or use inaccurate sources.  It is hard to determine what is credible on the web today due to the fact that almost anyone can access it.  Even with the disadvantages that come along with the new technology enhanced media, events such as September 11th prove the importance of getting accurate information in a timely manner.

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

  • “Tweeting” the Way (Back) Into the White House?

    This Labor Day weekend, as thousands of North Carolinians made a trek to the beach, others headed inland to Charlotte in anticipation of the Democratic National Convention and the preliminary festivities. On Monday, the excitement was palpable in Uptown as “CarolinaFest” served to get audiences pumped up for the opening day of the DNC. The streets were overflowing with vendors, street performers, temporary exhibits and thousands of chanting supporters, who all came together in celebration of North Carolina’s first-ever national convention.

    After experiencing the fervor first-hand, it was hard to imagine that (as right-leaning media suggested) the Democrats would have problems filling seats at either venue where the speeches were originally scheduled to be given. Convention officials were unfazed by this possibility and rightly so; enthusiasm at the event and via social media was at an all-time high for the first night of speeches. Signs were hung from various booths in the heart of the DNC activities to “keep calm and Tweet #DNC2012” and on the first night of speeches, viewers all over the country did just that.

    In the opening night of DNC speeches alone; the continuously trending  topics #DNC2012 and comparable terms received almost 3 million tweets…roughly 3/4ths of the final tweet count (taken over the entire three-day period) of the Republican National Convention. While all of the openers were well received (the numbers don’t lie!), the most prominent twitter conversations took place during the speeches of the Mayor Julian Castro (of San Antonio, TX.) and our First Lady, Michelle Obama.

    Mayor Castro’s speech peaked at 11,503 tweets per minute (TPM) which was higher than all of the GOP speakers excluding Mitt Romney himself. However, the “magic” really happened when Michelle Obama took the stage to officially open the convention. Peaking at 28,003 TPM, Mrs. Obama’s speech received twice the amount of “Twitter action” than Mitt Romney’s GOP acceptance speech, which saw 14,289 TPM at its peak. It is truly remarkable that one 25 minute speech could garner so much attention and foster a virtual discussion of mammoth proportions. While the content of the tweets in question undoubtedly varies, the important thing is that it got people talking.

    The use of twitter as a forum for political discussion and debate among average Americans and major media entities alike continues to grow and evolve as we near the 2012 election season. Will this explosion of Democratic enthusiasm continue all the way to the polls? Only time will tell. One thing is for certain: Democrats are using all of their available media to ensure that their voices are heard.

    (The twitter stats listed above were taken from the Twitter Blog (http://blog.twitter.com/) additional information regarding the DNC can be found at http://www.demconvention.com/ )

    –Lauren Habig , Gene Lee, Hannah Eure, Erin Kiffmeyer, Ally Walton

  • Time Flies Faster Then You Think

    Our three years here at UNCW has been a nonstop learning experience. We have not only gained knowledge in classes, but have also gained valuable and unforgettable life experiences. Laura transferred to UNCW after her freshman year and since she has been in Wilmington has had three very valuable internships. The key to getting a job in this market is to have experience in your field of interest and being able to effectively market yourself to potential employers. In our IMC 1 class we had an assignment where we had to market our personal brand and why we should be hired over our competitors. It is crucial to understand how and why your brand is better than the kids sitting next to you. It is not only important to know why your brand is the best, but you also need to understand how to market your experiences and internships to fit the qualities for your potential employer. Taking advantage of internship opportunities, especially for credit through the Department of Communication Studies, is a great idea for anyone and everyone. Without those experiences we would not be as prepared or as knowledgeable about our field of interest as we are now. So, when you’re thinking of what to do with all your time during the beautiful summer in Wilmington, think about taking an internship or think about how you can make your brand stand out among others.

    Another important piece of advice is to get involved on campus. Once you are a student, UNCW becomes your home away from home. The best way to find comfort is meeting and bonding with other students who are in your exact situation. UNCW has over 200 clubs and organizations for students to become involved in. The only hard decision you have to make is: which club should I join? Tennis, TealTV, Communication Studies Society, the choices are endless. The moral of the story is this: get involved on campus and make your presence known. You only have four years, which believe me, flies by in a blink of an eye. The friends you make in college become your friends for life. It is important to make your college journey memorable, exciting, and one that you can laugh about 40 years down the road reminiscing with your old college friends.

    Lastly, as a college student, one of the most important things you do is research. Whether it’s writing a report, putting together a presentation, or simply watching the news on TV to catch the latest events, you are gathering information to analyze. Some of this information will be forgotten shortly after graduation, if not before you even cross the stage to get your diploma. However, some information you have gathered through your college career will stick with you for a lifetime and will become helpful in future career situations.  Learning doesn’t just stop when you get your diploma. The research skills you learn to use as a student can be used for the rest of your life, as you strive to be an informed individual.

    So just remember, time flies. Before you know it you will be walking across the stage to receive your diploma.  Don’t just be a beach bum, at least, not all the time. Do something that will show your future employers that you did something with your short time here to make a difference.

    -Laura Simmons, Brooke Keller, Ashley Oliver