IMC Hawks Blog

Tag: UNCW

  • Kmart Goes Back to School

    “What up y’all, it’s dem kids again” is the intro to the newest Kmart back to school commercial. The commercial, which is in the form of a music video, is being called racist by it’s viewers and is causing a stir among consumers.  The ad features a young hip hop group called “Da Rich Kidzz” who rap about the newest back to school trends.  Kmart’s attempt to appeal to the popularity of today’s hip hop culture has actually done the opposite of what their marketing strategy intended to do.

    The design of the commercial targeted a small demographic, causing their brand image to be misconstrued.  With the majority of the children in the video mimicking stereotypical rap video dancing and using incorrect grammar, it is easy to see how the message of the commercial could be misinterpreted.  Although it is safe to assume Kmart did not intentionally create the advertisement to bring negative light upon themselves, they are now faced with rebranding and reevaluating their marketing strategy.

    With all of the current back to school advertisements out at this time of year, it makes us wonder why Kmart chose to go this route with this campaign. With lyrics containing slang and grammatical errors such as “dem” and “can’t no one pass,” Kmart made the attempt to draw in the youth who listen to hip hop. Instead of making themselves stand out in a youthful way among the traditional back to school commercials, they further narrowed their consumer base.

    According to an article on Business Insider, Kmart’s brand has been suffering for the past six years.  After viewing the advertisement, would you be inclined to shop at Kmart for back to school items? Could this be Kmart’s last attempt to gain back a significant customer base? Seeing as how they have not made a public statement in response to the racial backlash, it will be interesting to see whether or not this campaign will pay off for Kmart.  To have a successful marketing campaign strategy, a business must always be able to recognize who their publics are.  They must also know that by alienating a certain demographic they have to expect that there will be positive and negative effects.

    When all is said and done, Kmart was successful in being memorable.  However, will their sales, in turn, reflect in a positive way?

    -Aaron Love, Kara Zimmerman, Rachel Clay, Rebecca Hobbs

  • Back-to-School- Back to Taxes

    As of this past August, there will be no more tax-free weekends for NC. That’s right, you read that correctly- North Carolina repealed the sales tax holiday in efforts to increase revenue for the state. What is known as the “tax-free weekend” started in 2002, and has become a prime time for families looking to save money to purchase school supplies, clothing, footwear, sports equipment and even some electronics with no sales tax. Retailers say that other than Black Friday, tax-free weekend is the busiest shopping time in NC. However, the repeal of the tax-free holiday was erased by the General Assembly as part of the state’s tax overhaul. (According to a WRAL news report, the state lost more than 13.5 million in tax revenue on the 2012 tax-free weekend.)

    North Carolinians have only celebrated tax-free weekend for eleven years, but in that short duration, marketing in North Carolina has evolved to persuade consumers to take advantage of the tax break. Companies use flyers, commercials, promotional emails, web advertisements, and even add additional discounts on top of low prices in efforts to beat out competitors by drawing in the inevitable crowds of customers to their stores. Below is an example of a promotional email, sent out by Kohl’s, which gave customers a reminder of the tax-free weekend, along with an extra incentive to bring them to the store.

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    Due to the slower summer season, businesses cling to these holidays to boost sales. That makes us wonder… how will the removal of tax-free weekend change future marketing for North Carolina businesses?

    Advertisers and marketers know that people in North Carolina will not be as easily inclined to spend large amounts of money in such a short period of time with no extra tax break, so what are they going to do? We can only guess what will happen next year, but we predict companies will amp their creativity in the back to school season. Brands like American Eagle and Teen Vogue are paving the way and are praised for their back-to-school campaigns, which include special events such as fashion shows and a huge social media presence.

    We know people are always going to have to buy back to school items, but now the main concern is are they going to buy as much without the incentive? Marketers are going to have to reinvent the way they communicate persuasive marketing to North Carolinians and deliver their new promotions in a way that our state will accept them. How do you think advertising tactics will change in NC now that there is no more tax-free shopping? Will you be spending as much money on back to school gear?

    – Caroline Robinson, Meghan Carey, Morgan Jones, Savannah Valade

  • Confessions of a UNCW Undergrad

    Though Graduation draws near, my Seahawk spirit will never die. My four years at UNCW has taught me well more than just academics. When I moved in to Galloway in August of 2009 as a young, naïve, eager boy, I had no idea the experience I was about to begin. Even though home is a mere 20 minutes away for me, my move to Wilmington was my fresh start. I decided I no longer wanted to care about what others thought of me and wanted to finally express myself instead of keeping it all bottled inside. My first step was something that I always wanted to do – I tried out for the UNCW Cheerleading squad. It was one of the best decisions I ever made and truly enhanced my college experience. I learned new skills and made great friends along the way. These are experiences I will never have the chance to relive again, so I cherish them very much. The rest of my freshman year was a fast, fun blur. I engaged in lots of campus activities such as Alpha Phi’s “King of Hearts”, and also “Mr. Galloway”. I made countless friends and learned a few life lessons as well.

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    After goofing around like a social butterfly for my first two years, it was time to decide a major. Initially, I wanted to major in Education (though I never declared). However, after taking a few Education classes my freshman year, I decided it wasn’t for me. That left me in a pickle. It is easy to decide what you don’t want to major in, but extremely difficult to decide what you do want to major in. After chatting with a few friends, I was talked into taking COM 105. “It’s an interesting class and if you don’t like it then don’t major in it.” I figured I had nothing to lose. After learning more about the discipline, it caught my attention. I became intrigued in what Dr. Weber was teaching. In addition, I liked the fact that it is a very flexible major. By the end of the semester, I decided that this was the major for me. That was another one of the best decisions I’ve made.

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    Though I met struggles along the way, my desire to succeed kept me going; however, I never would have have made it through without my friends, cheerleading, and the wonderful COM faculty. It still feels surreal that I’m graduating. I feel like I haven’t changed that much, but when I think of that boy that moved into Galloway, I realize I have. Leaving this school is definitely bittersweet. As I said earlier, I cherish my memories here. I couldn’t have asked for a better all around college experience. That being said, I realize that I’m ready to enter the work field and start the next phase of my life. And as I prepare to say goodbye to UNCW, I know I’ll always retain my Seahawk pride.

    -Jay Reilly

  • The Time Has Come

    Here we are. Ten days until graduation! The past four years have been the most incredible years of my life. It’s almost overwhelming to think of all that has happened to get to this place.

    Growing up in Wilmington, I always said I would go to college anywhere but UNCW. However, when it came time to actually look at colleges, I realized how many opportunities UNCW provided. And at the end of four years, I cannot imagine going anywhere else, even though I tried. After changing by major about three times (because I could not figure out what I wanted to do with the rest of my life), I decided to try to get into the Sonography (ultrasound) Program at Cape Fear Community College. For three semesters, I took classes at UNCW and Cape Fear trying to figure what I wanted to do. In that last semester, I took COM 105 and absolutely loved it. Dr. Weber sold me on the greatness that is Communication Studies, so I changed my major again. After taking a few COM classes, I decided to fully “recommit” to UNCW and stopped pursuing the Sonography Program.

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    During this “two-school” phase, I also got engaged and married to the best guy ever! My dream had always been to have a fall wedding, so we got married in October (yes, in the middle of the semester), but it worked out perfectly. Since then, we celebrated our one-year anniversary, got our first dog, Hudson, bought a house, and got a second dog, Winnie. Needless to say, graduating from college is the next step in growing up!

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    Looking back at all the reasons I changed my major, landing on Communication Studies makes perfect sense. I wanted to be an art major for a while, and Communication Studies requires a huge level of creativity. I wanted to be a business major, and Communication Studies teaches things vital to the business world. I wanted to be a Community Health major, and Communication Studies teaches how to conduct research, how to advocate, and how to effectively present findings. By choosing Communication Studies, I finally felt like I was able to get all I wanted out of my educational experience at UNCW. I have truly enjoyed my courses and have been stretched to learn more and engage in projects that have impacted education. Taking all I have learned in the major I hope work in the field of advertising to combine the aspects research, business, and creativity that I was looking for all along.

    With the support of all of my family, teachers, and friends, these past four years have been a wonderful journey. I cannot thank you all enough for the study sessions, wedding festivities, and moving boxes. I am truly excited to move into this next phase of life.

    –Laura Tippett

  • 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

  • And Just Like That… It Is Over

    Nine days. Nine days until I graduate from the Department of Communication Studies. Nine days until I graduate from the University of North Carolina Wilmington. Nine days.

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    Two years ago I transferred to the University of North Carolina Wilmington and felt like a lost puppy. I started my collegiate experience at a tiny college in the mountains of North Carolina that had max 700 students. When I stepped foot onto the campus here I felt overwhelmed and out-of-place. For the first week of classes I carried a campus map around with me. Yes, I was that person. Now, you cannot get me to leave campus. I clock in close to twelve-hour days almost every day and would not have it any other way. This campus and most importantly, this department, have become a part of me.

    When I first decided to become a COM major I missed the deadline to register for COM 105 so I decided to write 44898_4007609985004_1192673791_nmy appeal so I could receive an over-ride into the class. I thought that I followed all of Dr. Weber’s strict guidelines but made the one mistake that no COM major should ever make… I wrote ‘Communications Studies’. It was social suicide. Needless to say, I received a very detailed response from Dr. Weber explaining why I would not be getting into the class and how I need to do more research before I claim I want to be a part of this department. Today, I have taken a class with Dr. Weber every semester since taking COM 105 (after I got registered the next semester), completed a DIS (Direct Independent Study) with him and just received the Undergraduate Research Award from him. It is funny how everything comes full circle!

    Not only have I thrived within the department but outside of it as well. This past summer I had the experience of a lifetime. I was offered a position as one of twenty-five interns at the 2012 Philadelphia Eagles Training Camp. This was the opportunity of a lifetime and I was fortunate enough to have the support of my professors Dr. Weber and Dr. Persuit. These professors shared the excitement with me and kept up with me throughout my time up in Pennsylvania, although I am sure Dr. Persuit would have preferred me to have been at the Steelers Training Camp. For a month I was immersed in the culture of the Northeast, the land of WaWa gas stations, where pizzas are called pies, subs are hoagies and people stared at me when I would say “holy cow!” I got to see first hand the behind the scenes process of a professional sports team. The level of organization was amazing and pushed me to work as hard as I possibly could.

    Training Camp was held at Lehigh University and we were involved in every aspect of it. We started our journey together by completely setting up camp prior to the arrival of the rookie players. Once rookies arrived we had close to fourteen hour days. We started our days around 5:45am, worked morning practice, had a lunch break, worked afternoon practice and then were able to leave once everything was broken down and all players were back in the locker room. Veterans arrived a week after the rookies and I was so thankful for their arrival at camp because that meant filet mignon and lobster tails in the dining hall! I could singly handedly write this entire blog on the food I ate at training camp but will end this little tid bit with your mouth watering as you think about the jumbo shrimp, king crab legs, and monsterous lobster tails that we consumed daily. Hungry yet?

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    Because of my strong communication skills my boss put me at the Welcome Tent for the afternoon practice. The afternoon practice was the busiest because it was full pads for two plus hours every day. Training Camp drew in close to 7,000 fans daily and I was the first person they came in contact with upon their arrival. My job was to be in constant contact with my boss over the radio, make the fans feel welcome and get them excited about being at camp.

    When I came back to “civilian life” as I called it, I felt like a changed person. All of my COM classes prepared me for that experience. I utilized my interpersonal and small group skills but also conflict resolution because some fans were not so friendly. I know, hard to believe for Philadelphia fans. After interning with the Eagles I am a much more confident communicator and know what it takes to complete tasks and complete them well. This experience has opened up a whole new world for me. My professors have a strong level of trust in me. I have been fortunate enough to represent the department while meeting Provost Battles, help with media training and be a part of an amazing DIS project.

    Although entering the ‘real world’ is nerve-wracking, I feel 100% prepared for this next step. I will be a temporary employee in the Seahawk Sports Marketing Department here at UNCW and feel fortunate to have such a wonderful job with wonderful bosses.

    To wrap things up my advice to all of you is to embrace everything this major has to offer. You never know what direction it can take you and it is up to you to make the most of it. Two years ago I would have never imagined that I would be the person I am today. Thank you to all of my family, friends and professors who have helped to mold me into a strong and confident individual. I look forward to hearing what great things everyone comes to accomplish and staying in touch with the professors who I can never thank enough for all they have done. Remember your Seahawk roots and Dare to Soar in everything you do.

    –Caroline Merrill

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