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JHU AMA Presents: Student Alumni Panel

Earlier this month, the Johns Hopkins University undergraduate chapter of the American Marketing Association (JHU AMA) kicked off its Fall Speaker Series with a panel of JHU alumni working in marketing and advertising capacities. These alumni included representatives from Under Armour, AOL Digital, T. Rowe Price, Stanley Black & Decker, IMRE, and Factory Athletics. Students interested in pursuing careers in marketing, advertising, and digital media fields attended the event to learn more about the various industries represented.

Alumni Taylor Schulte, Tyler Goodell, Claire Sandgrass, Zoe Longenecker-Wright, Dave Carisiti, and Jason Budden speak at the alumni panel.

Alumni Taylor Schulte, Tyler Goodell, Claire Sandgrass, Zoe Longenecker-Wright, Dave Carisiti, and Jason Budden speak at the alumni panel.

The alumni spoke about several topics, most of which focused on breaking into the marketing industry, tips for surviving your first few months on the jobs, and other pieces of advice centered on helping current students make the most of their college experience to prepare for a transition into the real world. Richard L, an event attendee, commented that “thanks to them [the alumni], I feel much more prepared to send out job applications than I had before.”

Some key takeaways from the event:

  • Connect, connect, connect! Expand your professional network by reaching out to people in the industry via LinkedIn. (Note: always send a personalized message when seeking to connect).
  • Try it out. Find an internship, either during the semester or summer, in a marketing-related field, to see if it’s for you. An internship in this field is also critical if you want to land a job at a firm.
  • Clean up. Make sure your social media pages are devoid of undesirable content and make sure your resume is always updated and polished.

The JHU AMA will be hosting multiple upcoming events, the next of which is on Monday, November 10th. Hershey Associate Brand Manager Anthony Criezis will be speaking as part of the AMA’s Fall Speaker Series, and all interested parties are encouraged to attend a very informative discussion!

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Rebranding a Fallen Hero: The Orioles’ New Marketing Strategy

Any baseball fans out there?

Wednesday, November 6th, the Baltimore Orioles Vice President of Marketing Greg Bader spoke at the Hopkins campus to an audience of 35 Hopkins affiliates and the Loyola AMA president. The Johns Hopkins chapter of the American Marketing Association hosted the event in Hackerman B17. Bader, who has been with the Orioles for 20 seasons, started his presentation by engaging the audience with a simple question.

“How many of you are Orioles fans?”

JHU AMA Vice President Liz Bagdorf (left) and the Baltimore Orioles VP of Marketing Greg Bader

JHU AMA Vice President Liz Bagdorf (left) and the Baltimore Orioles VP of Marketing Greg Bader

Bader candidly spoke about the Orioles’ historically successful record by noting that the home team enjoyed great success from 1960-1997, holding either the best or second best records in the league for a nearly 40-year period. This set the stage for Bader’s grim account of the Orioles’ not too distant past:

  • From 1998-2011, the Orioles lost 1276 games while only winning 990.
  • That’s 14 consecutive losing seasons.
  • In this period, annual attendance dropped by 2 million fans to just over 1.5 million per year.

The Orioles marketing department had its work cut out for it. Bader noted that “any team in a downward spiral needs to think about what it stands for,” and explained the five principles of his latest marketing campaign for the team:

  1. Fun. The ballpark is an escape from reality, and, at the end of the day, baseball is just a game.
  2. Partnership. “We’re all in this together,” said Bader, referring to the fans and surrounding community.
  3. Family. Stories of the ballpark should be passed down from generation to generation, and an Orioles game is a family-oriented event.
  4. Tradition. “This is a historically great team. We want to remind people that summers in Baltimore wouldn’t be the same without the Orioles.”
  5. Community. Camden Yards and the Orioles have been defining features of Baltimore for nearly 60 years.

Primary Tactics:

  • Re-instate the cartoon bird logo
  • Celebrate the 20th anniversary of Oriole Park
  • Improve the ballpark
  • Introduce the Orioles Legends celebration series

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The 2012 Season (following the campaign’s implementation):

  1. The team had a 93W-69L record, a winning record for the first time in 15 seasons
  2. The Orioles were in the top 5 in the MLB for social media followers growth
  3. In September 2012, the Orioles sold the third most merchandise in the league (largely thanks to the cartoon bird logo!)
  4. Attendance grew past the 2 million annual attendees mark.

Bader said that the team’s winning season was definitely helpful to the club, but winning is not everything. “Winning is a huge part of a team’s identity, and winning definitely helped us meet our campaign’s goals. But if we had just relied on winning, we would not have been able to reach two million fans again.”

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Bader mentioned that anyone interested in working for the Orioles should “spend as much time there” and get to know people in the organization. Job opportunities with the Orioles are available here, and Bader maintains that the experience has been “an exciting opportunity.” As a lifelong baseball fan myself, the idea of working for a ball club seems more tantalizing than a 4.0 GPA.

– David

Leading Change in the Parking Industry – Baltimore’s Very Own Parking Panda

Unbeknownst to many students trapped in the Hopkins bubble, Baltimore is home to a vibrant start-up community, and Parking Panda, an online parking provider in over 40 cities, is a prime example of the innovative start-ups that call Baltimore their home. With the concept of renting out driveways to alleviate city parking problems, co-founders Nick Miller and Adam Zilberbaum won Baltimore’s Startup Weekend in 2011 and used the momentum to attract investors’ interest, such as the Baltimore Angels. I recently interviewed Mark McTamney, the Marketing Director, about the company’s stunning expansion and the organizational changes that have come with such rapid growth. The company’s vision has stayed constant, as Mark explained, “our goal is to disrupt the industry and become a household name. We want to revolutionize parking and become a national leader.” Through technological innovation, Parking Panda creates a user-friendly experience and eliminates stress from parking, providing an invaluable service to consumers in densely populated areas.

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Parking Panda’s strategy in alleviating parking issues has fundamentally changed since the start-up’s inception in what Mark called the “pivot.” Initially, Parking Panda planned to make money off of driveway rentals, but today, the start-up focuses on the commercial platform through garage operators. For Mark, this constituted a drastic change in his duties as Marketing Director. The original grassroots approach was advertising door-to-door and flyering driveways, but this has all shifted to online marketing through search engines, Google ads, and social media. Parking Panda also retains key partners, such as the Verizon Center in Washington DC and the Urban Pirates in Baltimore, to drive customers.

Mark has also experienced a personal pivot of his own. After graduating from UNC Chapel Hill and University of Baltimore School of Law, Mark worked as an attorney for 2 years before joining the start-up scene. Although his background in law continues to be relevant in his current work, the collegiate and enthusiastic culture at Parking Panda bears little resemblance to his law firm experiences. Simply put by Mark, “we focus on productivity and actually look forward to going to work every day.” With comfy couches, a ping pong table, and an open working space, Parking Panda embodies the creative and relaxed start-up vibe. To celebrate success, the Head of Sales blows a horn whenever a new garage is closed, and as Mark laughingly explained, “even though the horn gets annoying after a while, it’s a great problem to have.”

When Mark joined Parking Panda in January 2012, he was 1 of only 3 employees, but since that time, the start-up has expanded to 18 employees and is still growing. When asked what the company looks for in hiring new employees, Mark replied, “we hire people who buy into the concept, who aren’t looking for a typical 9-5 job, who will work on the weekends and are fanatical about the company.” Hiring sharp and motivated people is essential given the company’s rapid expansion, as job descriptions constantly change. Mark emphasized, “you never know what you’ll be doing in 3 or 6 months. There is a variety of work and new problems to solve, and we all pool our creativity as we continue to grow.”

panda car

If you’re interested in entrepreneurship, you can connect with Hopkins Student Enterprises or the JHU Kairos Society, but there are also numerous opportunities to connect with Baltimore’s start-up community. Mark recommends stopping by the Betamore incubator, attending a free Baltimore Tech Breakfast, or interning with a start-up. Challenge yourself to leave Charles Village and explore the opportunities available to you in Baltimore, and when you drive downtown or to Federal Hill, remember to use Parking Panda at this link to make your parking experience easy and carefree!

– Kara

5 Tips for Getting the Most Out of Graduate School

Senior year of college the question that most students dread to be asked is “so, what are you doing next year?” This question is asked by well-meaning teachers, friends of parents, strangers on the bus, and worst of all: peers who already have a job. For me, the thought of leaving the comfortable “Hopkins bubble” was terrifying. As an Economics major, I recognized the uninspiring (although becoming less so) job scene and decided that I needed another year of growing up before entering the working world. I applied to graduate school and decided to get my masters degree in International Management at Trinity College in Dublin, Ireland, hoping for a few more years of college. At first, I was disheartened by the differences, I even missed MSE. After a JHU_logo_smfew months I started to appreciate the dissimilarities and find my place. Hopefully these tips will help you during the transition time by accurately preparing you for the graduate school experience.

5 Tips for Getting the Most Out of Graduate School

1) Recognize that it is not college.
2) Network.
3) Find a routine.
4) Stay connected.
5) Capitalize on what you know.

1) The sooner you stop comparing everything to college, the sooner you can enjoy the graduate school experience. Although you take classes, have classmates, and take part in social activities, graduate school has a different feel than college. People don’t go out every night with their friends (at least the ones who remain in the program), and sometimes you have to go to the library alone to study. Teachers expect a lot more outside reading and discovery to support class activities. It’s a different pace than college and fun and exciting in a different way, but trying to live the college lifestyle will just leave you disappointed.

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2) In graduate school, everyone comes with different life experiences and backgrounds. In my experience, other students and lecturers are your greatest resource. You might find that lecturers or guest lecturers will give out business cards at the end of a class. They are not doing this to be polite or because they have extra business cards, they are trying to network with you. Follow up! I got my first job out of college by emailing a guest lecturer (the CEO of a local bank) with my ideas, and now I am a strategy specialist at his bank. One of my classmates knows the brand ambassador for Jameson and will be traveling next year speaking to bar tenders about the brand. If you’re brave enough, make the first move and give your contact details to people you find interesting, the worst that can happen is they won’t contact you.
3) Although sleeping until 1 pm everyday might sound like a dream come true, it is easy to do the bare minimum in graduate school and miss out on some great experiences. When I arrived in Dublin, I had no friends and no job. I had class from 2pm until 8pm everyday and slept much of the rest of the time. After a few weeks I realized that as much as I missed college, I also missed all of the things I did in college. To supplement my school schedule, I joined some clubs, found a gym, signed up for extracurricular activities like sailing and self-defense, and took advantage of the seminars at my University. Living alone and out of a dorm in graduate school, it is easy to become introverted. I have found that establishing a schedule of fun activities has allowed me to naturally make friends with whom I share interests as well as giving me more confidence in school.

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4) Just because you have moved on from Hopkins, doesn’t mean that you need to remove yourself completely. Chances are you are one of or have at least a few of the following type of friends: (1) The engineer who is always working on secret government projects yet somehow is allowed to use Facebook at work. (2) The friend who moved to a foreign country to teach something and periodically posts pictures of them holding children on Facebook. (3) The friend who went to some kind of graduate school at Hopkins and makes you jealous by “checking in” at PBR downtown. (4) The friend who moved to DC and is going to law school, becoming a politician, or both and writes political Facebook messages. What do all of these friends have in common? They all have access to social media. Facebook has allowed our generation to stay in touch with all of our friends, no matter where they are, and that’s awesome. Use it! Moving on doesn’t have to mean forgetting.

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5) The most important thing I have learned in graduate school is to capitalize on what you know and don’t sell yourself short. The things you learned in Hopkins can become your secret weapon. The Integrated Marketing Communications course taught me how to use social media to generate brand awareness, so this year I created a social media strategy at work. The Blogging, Editing and Copywriting course taught me about SEO, SEM, Google adwords and other tools that I use everyday at work and in school. Graduate school focuses on sharing knowledge and expanding your skill set. People will be impressed with anything you know, and you’d be amazed how handy it can be to know the history of personal hygiene from a class in Museums Studies, when you are trying to write a history of branding for toothpaste. Other language skills are also very useful in impressing employers.

If you get nothing more from this blog entry remember this: It’s scary to leave Hopkins behind and go into the world, but graduate school is a great experience if you are willing to commit to it.

–Alexandra Clionsky ’12

Alpha Kappa Psi Business Fraternity Offers A Unique Business And Social Experience

“Alpha Kappa Psi is recognized as the premier developer of principled business leaders,” but the Rho Psi chapter here at Johns Hopkins University is so much more. In addition to promoting our core values on campus – Brotherhood, Knowledge, Integrity, Service, and Unity – the men and women of AKPsi at Johns Hopkins denote family in the truest sense – whether it be through the big-little families or the fraternity as a whole, each member shares something with the others.

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The Rho Psi chapter at Johns Hopkins combines business activities with social ones. We have industry presentations for our pledges as they rise through the ranks of pledging, where they are able to learn from experienced members about endeavors in entrepreneurship, marketing, financing, management and more. Plus, through the national fraternity, our chapter has the opportunity to attend the annual Principled Business Leadership Institute, held recently in Philadelphia, and the AKPsi Convention – being held in New Orleans this summer – with other chapters of the fraternity. Our chapter also complements other groups on campus including the AMA and KAIROS society in putting on events such as “Dress For Success” and various networking events.

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In addition to these on campus events, our chapter holds off campus trips to foster knowledge in the sectors of business. The brothers recently visited the New York Stock exchange and were given the opportunity to view the closing bell. They also recently toured the Federal Reserve Bank of Washington DC, with a private session with a Senior Economic Advisor.

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The fraternity also fosters social relations by holding date parties and a formal throughout the semester, while the brotherhood creates invigorating outdoor activities including, but not limited to, sailing, skeet shooting, and paintball. Plus, we hold community service trips at least once a semester; recently the brothers and pledges of the Upsilon Class participated in the fall President’s Day of Service by aiding the community in the building of a park.

All in all, there is no other community that I would rather be a part of at Johns Hopkins.

– Samuel Licker

Can you Spare a Few Minutes to Save a Life?

In 2012, the Johns Hopkins chapter of the American Marketing Association is looking for organ donors to register under its organization. The project, which is part of a competition against other colleges to recruit as many organ donors as possible, is meant to raise awareness of the need for organ donors as well as give good Samaritans the opportunity to save lives.

A few quick facts about organ transplants in America:

  • Each day, 18 people die waiting for organ transplants.
  • A new name is added to the organ transplant waiting list every 10 minutes.
  • Nearly half of the people on this list are under 50 years old.

For more information on organ transplants and what you can do to help, please refer to the following video created by the JHU American Marketing Association:

If you don’t want to watch the video, but want to help the AMA reach its goal, please take these quick, easy steps:

  1. Go to the AMA Saves Lives page.
  2. Select your state of residence.
  3. When asked how you heard about the program, select “MARYLAND,” and, below, “Johns Hopkins University — Whiting School of Engineering.”
  4. Fill out your application and finish!

The JHU American Marketing Association thanks you for helping save lives!