Tag Archive | Experiencial Learning

My Internship Experience With The Orioles.

Up until this semester, a pigeon was the only bird I associated with Charm City and orange was something that you ate, not a color that fit into my wardrobe. All that changed when I became an intern for the team that became a phenomenon this summer and fall, The Baltimore Orioles. I was assigned to the Corporate Sales and Partnership Marketing program and was exposed to the contracts and proposals for current and upcoming sponsorship accounts. Furthermore, I assisted and led many game day promotions and events that were directly correlated to the servicing of sponsorship contracts. The Orioles have over 100 sponsorship deals in place that range from the obvious advertisements plastered all across the outfield walls to more subtle details such as the “Natty Boh Brot” or a “GEICO” logo mounted on the bottom of the ALCS rally towels. In the end, whether you realize it or not, Camden Yards is filled with the logos and merchandise of local companies such as Under Armour to globally recognized brands such as Budweiser all throughout the park.Glenn

My tasks fell into two categories: gameday promotions and office duties. To start, gameday promotions mostly dealt with providing our sponsors with top-notch hospitality that includes all different kinds of perks. For example, one of the most prolific clients for the Orioles is Bank of America. Therefore, during game 1 of the ALCS, I escorted around 12 clients from Bank of America down onto the field for Batting Practice. At this time, these clients got to experience what it’s like for a player to be down on the field prior to a playoff game. These clients would be within arms reach of all the Orioles players and coaching staff. Frequently, these clients would ask, “You must be used to this by now,” and to be honest, I can’t say I ever got used to such a surreal experience. The whole city got behind the Orioles during their playoff run, and there truly was no place like Oriole Park at Camden Yards.

One of my more surreal moments was when I was side by side with Mr. Boh himself who was set to throw out the first pitch during an afternoon matchup against the Yankees. I escorted him onto the field, and he asked me (while in full costume), “Do you have any advice for throwing out the first pitch?” It was just a very funny situation as I was seen talking to a mascot that Baltimore seems to idolize. Some fans may have thought I was a bit crazy as it looked like I was just talking to myself, but in reality, I was doing my best to keep Mr. Boh at ease.

Glenn2Aside from the meet and greets with players, I’d have to say that my favorite promotion to run was the “Esskay Steal Second Base” contest. For this promotion, I would meet the contestant (who is usually around 8 years old) and their parent at the “Fan Assistance” Entrance of Camden Yards. From there, I would take them into the grounds crew area where the contestant is briefed on the task that lies ahead. They simply have to run from the outfield wall to second base in the middle of the fifth inning and pick up second base. Then, they must run it back to the outfield wall in under a minute. If accomplished, the contestant gets to keep the base, and it really is an unforgettable experience for the young boy or girl. When the contest is running, I am on the field and direct the child where to go. Again, Esskay is getting their name out there by sponsoring this event as the child is wearing an Orioles’ jersey with “Esskay” on the back.

A major project that I worked on for my office duties had to deal with brand recognition and monitoring the reach of each sponsor. It is quite a difficult task to really conclude how many people see a certain sign in the Park, or a distinct billboard as they travel up a ramp to their seats. Therefore, I created a deck in order to find some of the most reliable and accredited programs that could put a number on how many people see certain signage. This was a very interesting task for me as I was able to study and analyze what a consumer really recognizes when watching a ballgame. For example, a great catch by Adam Jones in Center Field can be shown on the local news, ESPN and all across the country. As a result, brands are not only reaching a local audience, but they also are being viewed by people all across the country as well. Therefore, the Orioles had to show their clients that it would be beneficial to the company to agree on such deals because millions of eyeballs are seeing their company on a daily basis. Overall, finding a program to put a distinct number on how many people recognize certain sponsorship was vital to the Orioles’ Corporate Sales Department.

Interning with the 2014 AL East Champions truly was an incredible experience. From my interview to my time in the office, everything about the organization was first class. I am quite lucky to be able to say I am part of such a storied franchise, and I am excited to be back for the start of the 2015 season. Orange and black is now an integral part of my wardrobe. Go O’s!

Glenn Hyams ‘16

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Analyzing Disney Media & Millenials As A Marketing Intern in New York This Summer.

This past summer, I interned for Disney Media Ad Sales and Marketing in New York. My department’s responsibility was to provide Sales with the tools, resources and marketing ideas they need to drive advertising revenue for Disney Channel, Disney X D, Disney Junior and Radio Disney. From my first day at Disney to my last, I was treated as if I was another member of the department which meant I was expected to do analyst level work. This gave me an appreciation of how this key unit functioned as well as what life in the real world would be like in two years when I graduate. While the commute from my home on Long Island was a bit taxing and expensive ($382 a month), going to sleep at 930PM to wake at 6AM was the biggest adjustment I had to make as any normal Hopkins student could attest to.

DisneyInternship

Many of the tasks I was assigned focused on the Research side of the business. I had to create a weekly “Landscape Report,” which outlined the competitive environment for Disney Media as well as updating other key reports which encompassed anything from analyzing VOD (Video On Demand) Ad campaigns to pulling weekly ratings from the StarTrak system for stunts (airing shows out of their normal time periods) and marathons (running a whole season of past episodes back to back). One of the main lessons I learned from the summer is that the Ad Sales Department of Disney only needs one story to tell in order to sell a spot to a potential company. You could comb through mountains of data, but all you need is one positive nugget of information and you run with it. Additionally, if a point you want to use doesn’t necessarily work at first, there are ways to make it work by using phrases like one of the highest rated instead of the highest rated or by saying the show is number one in its time period as opposed to comparing it to all programs that air throughout the week.

I also worked on projects that dealt more with “Consumer Insights.” For example, I developed numerous decks for clients ranging from addressing the interests of “Hispanic Consumers with Pets” to the affinity and preferences of “Toys and Games for Preschoolers and Toddlers.” I analyzed large Mintel Reports and from there, I generated stories that likened a consumer and their affinity for the Disney brand. I specifically enjoyed these projects as they allowed me to get creative and play with images and market the company to the best of my ability.

I also wrote sections of “Ad-Intel” Reports which analyzed the business foundation of potential advertisers such as Nike and Microsoft. I analyzed anything from current products to their key target demographics to their potential revenue stream for FY 14. By breaking down these industry giants, I was able to understand the fundamentals of running some of the most successful corporations in the world.

I was also chosen to be “Group Leader” and oversee an Intern Project that dealt with media consumption among the Millennial Generation. The “Disney Media” portion of the project focused on analyzing specific social media tendencies in the kid space, which became a bit tricky as you are not supposed to join a social media site until you reach the age of 13. However, we were able to determine that although kids aren’t supposed to be on social media before 13, they are. As a result, a lot of the same patterns we found with Millenials and their use of social media rang true for kids as well.

I along with 12 other interns presented our Millenials data to 80+ Executives from throughout the Disney/ABC Television Group. Being able to not only craft a presentation but to verbalize it as well is an invaluable skill that I will need later on in the business world. I made it through without any “ummms” or pauses, and I even answered ad hoc questions in the middle of my portion. It really is something to have people in the audience who have generated billions of dollars in ad revenue for Disney, ABC and ABC Family listen to your words and take in the slides that you created.

Besides the networking aspects in the television industry that this internship provided, it really proved to me that I would love to one day pursue a career in the media/marketing side of business. This summer I was lucky enough to come to work for a company that affects millions of lives a day and that everybody recognizes. Therefore, you take extra responsibility and pride in everything you create. Don’t tell anyone but Disney Channel now joins ESPN as my favorite network and I’ll be watching “Girl Meets World” every week when it returns for its second season (date and time to be announced).

Glenn Hyams, Class of ’16

Writing Seminars Major, Minor in Entrepreneurship & Management, Concentration in Marketing

The Business of Biking (Across the Country)

I’m glad to be back on campus, and I’ve brought a little two-wheeled friend with me.

The summer of 2013 was the most exciting one of my life. I traveled with the 4K for Cancer Team Portland on a 70-day, 4,500-mile trip across the country. Our mission was simple: to help raise awareness and support for young adults suffering from cancer. Armed with little more than my trusty bicycle, my sturdy hand pump, and a small black backpack, I set out from Baltimore’s Inner Harbor at 7:30 am on June 2nd, 2013 for the adventure of a lifetime. Our team was filled with cyclists ranging from beginner to expert in ability, and we definitely formed a tight bond during our excursion.

Our team about to depart for Portland.

Our team about to depart for Portland.

However, the trip was a serious business venture. While it may seem to be mainly an athletic endeavor, biking 4,500 miles requires quite a bit of resources. Riders need food, water, spare tubes, bike parts, and other necessities in order to survive, let alone conquer the Rocky Mountains. Today, I want to explain how our team managed to acquire what we needed to embark on our journey. First, a few key points:

  • The Ulman Cancer Fund is a nonprofit organization. Before the ride, each of us needed to raise a minimum of $4,500 in donations before participating in the ride. These donations helped fund scholarships for young adults whose education was interrupted during their treatment.
  • None of us were able to work this summer. Try holding down a job in addition to being on a bike for 10 hours a day: it’s just not happening.
  • We needed to feed 25 people on a daily basis with no food budget.
Our team awarding Philip with a scholarship to help him continue school after his cancer treatment.

Our team awarding Philip with a scholarship to help him continue school after his cancer treatment.

Shelter was taken care of well before the trip started. Members of the team called leg leaders were tasked with calling churches, high schools, and even the occasional vacation home to find free housing for us each night. Believe it or not, people were willing to let us crash on their church floors without paying a cent.

Some hosts even rolled out the welcome mat for us!

Some hosts even rolled out the welcome mat for us!

Food was possibly the most anticipated commodity of the day. Hungry cyclists, whether at a lunch break or ending point, needed food all summer.

  • Breakfast was usually taken care of by our hosts. Church and high school communities were more than willing, for the most part, to provide us with a hearty breakfast before we took off for the day’s ride.
  • Lunch was always a wild card during the day. We had a rotation of 2 people per day who would work the food van and find food donations for everyone on the team by calling and walking into various restaurants along/close to our route. Subway, Chipotle, Kentucky Fried Chicken, and McDonald’s were largely responsible for feeding us this summer.
  • Dinner was usually provided by our hosts, but was every once in a while provided by the food van. Restaurants such as Buffalo Wild Wings, Burger King, and various local pizza places helped us along the way.
That's what it takes to feed 25 people.

That’s what it takes to feed 25 people.

Bike parts were often donated to us on the road as well. Inner tubes became more valuable than gold during the trip, so we were always happy to have a bike shop throw a few our way.

Setting up the donations for these items felt like a full-time job. During the trip itself, people in the food van made sales pitches to almost every restaurant they could and explained our mission plus why 25 adults didn’t have enough money to feed themselves during the day. I definitely practiced skills in sales, public speaking, and resource management during the trip, and I look forward to continuing this education during the coming school year.

Marketing Internship with a Language Focus

This past summer I worked for maslansky + partners (m+p), a research driven communication strategy firm. Their enterprise is founded on the following principle—“It’s not what you say, it’s what they hear. ®” Specifically focusing on language, m+p works to understand the target audience in order to help companies share their stories and communicate their brand. They approach each client with a clear perspective in order to provide a unique strategy, which is aided by their Instant Response Dial Technology. This technology is utilized within focus groups—participants receive dials, which range from 0 to 100.  Dials are initially set at 50; as testing messages are read, participants dial up (100 is highly positive) or down (0 is highly negative) second by second to record their reactions. Look below to see Instant Response Dial Technology in action:

My internship with m+p as a Language Strategy Intern spanned from May till August, and throughout the summer I was able to work with their dial technology for a variety of clients. Some of the clients I had the opportunity to work on projects for included AARP, Bank of America, Axe, Toyota, and the National Pork Board. On a day to day basis, my duties ranged from helping with focus group planning, data analysis, assisting with business proposals and presentations, and researching both current and potential clients.

In my idle time, I was tasked with researching Procter & Gamble in the interest of tracking and analyzing the organization’s language. My goal was to discover what they did well, what they did poorly, how they reacted to events, and how they are changing their language, if at all. All of my conclusions went in a deliverable that was presented to the company at the end of the summer. This long term project was one of the things I most enjoyed working on at m+p—I was able to spend time looking at one company in a very different way—with a language lens. Instead of thinking of message creation, I was able to dissect messages and key in on how specific messages succeeded or failed.

P&G

P&G response to environmental testing on Tide.

One particular finding I found interesting from my Procter & Gamble (P&G) research was in regards to their product, Tide. In 2011, Women’s Voices (an environmental group) tested a range of cleaning products to learn about their ingredients. Of the tested products, Tide came back positive for a potential carcinogen called 1,4 dioxane. Women’s Voices contacted P&G for a response to the test, yet P&G chose silence as opposed to making a statement. When P&G eventually agreed to reformulate the product line, reactions were already rippling through market channels, especially social media. Even though some consumers seemed lost to the brand, others were willing to give it a second chance. However, if P&G had reacted differently to the testing, fewer consumers may have dropped the brand.

Not only did I thoroughly enjoy my time with m+p, but in addition, my internship opened my mind and changed how I perceived language. Words are no longer just vessels to carry messages. Instead, each specific word has a purpose and provides an audience with a connotation that is either positive or negative. Use the proper words, and you have the dynamic ability to capture the full potential of your message. I know that what I learned with m+p will not only help me with my future job endeavors, but throughout my life as well and that is something I am truly grateful for.

– Kathrin Hashemi

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.

AKPsi2

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.

AKPsi3

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.

AKPsi4

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

You Now Have the Leader’s Edge

Welcome to The Leader’s Edge, the Johns Hopkins Center for Leadership Education’s blog! This blog is a resource for students, faculty, alumni, industry experts and business owners who are looking to engage in a discussion about business.

Whitehead Hall, Home of the Center for Leadership Education

The Leader’s Edge is meant to serve as an educational tool and an open forum for new ideas. Take a look at the following questions:

– Are you interested in marketing, communications or advertising?
– Are you planning on starting a business? Have you already done so?
– Are you interested in finance, investment banking or accounting?
– Are you a current student who might have an interest in learning about business?

If you answered “yes,” “maybe,” or even “no” to any of these questions, then you are a right fit to participate in The Leader’s Edge. Our student bloggers will be contributing posts about business leadership, marketing, and other relevant topics in the business world. But while we are confident in our team, we’re not the only ones who have a voice. We greatly appreciate any thoughtful comments, feedback, or your own stories that you feel would add to our project. Blogging is a two-way street, so make sure your voice is heard!

Our student bloggers are Clint Hall, Kara Deppe, Jenna Link, Danielle Stern, Sinan Ozdemir, Devin Alessio, and me, Dave! We look forward to showing you our best work, and if you would like to learn more about us, click here

– David

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