Tag Archive | New York

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

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How To Figure Out Your Future Over Intersession

Johns Hopkins can be an overwhelming place. You try to balance schoolwork with your job with your clubs and your sorority or fraternity. Suddenly you find yourself in your junior year and all of your friends are talking about all of the great things that they are planning to do after they graduate. If you’re anything like me, you have zero idea about what you want to do with your life, and you are insanely jealous of all of your friends who have it all figured out.

But fear no more friends, I’ve found the solution. If you want to start to get a handle on your future, the best thing that you can do is to sign up for the Media and Public Relations in The Big Apple over next intersession. It doesn’t even matter what year you are. This past intersession we had sophomores, juniors, seniors, and even a recent grad or two. Your level of experience doesn’t matter either. While most people in the class had at least taken Principles of Marketing (which is a great class and I recommend it to everyone), there were some that hadn’t and it was absolutely fine!

The class takes up two weeks of intersession and is 1 credit. During the first week, the professor, Leslie Kendrick, invites professionals from the Baltimore area to come and speak to the class. We had speakers from local marketing firms, television, radio, Baltimore Magazine, AOL, and Bloomberg Government. Even though I wasn’t interested in all of the companies represented, it was still really enlightening to learn about industries that I had no previous knowledge of. If I’ve learned anything from my years of trying to “find myself” and “discover what I want to be”, it’s that the majority of jobs that exist in the world are not ones that you have ever heard of before. As a History major, I never would have learned anything about marketing if I hadn’t gone on this trip and taken Principles.

In the Big Apple with Professor Kendrick

In the Big Apple visiting big media, PR, and advertising firms with Professor Kendrick

The second week of class is the trip to New York. In three days, we packed in visits to eight places of business, plus an alumni panel. It was exhausting but 100% worth it.  The networking that I did in New York has already landed interviews with two of the companies.

On Tuesday morning we woke up at 6 AM and dragged ourselves out of bed to put on business attire and schlepped our way to the coach bus waiting for us outside of Mason Hall. From there it was about a 4 hour drive to New York. Our first stop was Fortune Magazine, home of the Fortune 500 list where we spoke to an investigative journalist who told us stories about uncovering the sex scandals of billionaires. Next we went to Bloomberg, where unfortunately we were not greeted by our most famous alumni. An interesting aspect of Bloomberg is that there are no offices. No matter whether you are the new guy or the boss, everyone sits at a cubicle. It’s definitely an environment that would take some getting used to. Our last stop for the day was at Ruder Finn, a PR firm, where we were given a presentation on Citi, one of their clients, by Ally Burton, class of 2010.

Wednesday was the longest day of the trip. We started out at AMC Networks where we played trivia with alum David Epstein, and learned about the strategies behind TV advertising.  Next, we visited Grey Worldwide, the advertising agency behind the famous E*Trade baby, where we were given a hilarious presentation by a creative team and got to speak with alum Melody Nath. After Grey, we headed over to Sesame Workshop where we were greeted by chalk drawings of all of our favorite sesame characters and by a panel of employees who told us all about what goes on behind the scenes, beyond the show itself. That evening we had an alumni panel where we had the opportunity to network with alums working in TV, newspapers, PR, skin care, and online.

Thursday, our last day, we visited Landor and Burson Marsteller, two companies in the same building on Park Avenue. Landor is the branding agency that helped create the Old Spice campaign, and Burson Marsteller is another PR firm. At Landor, I was one of the last students left in the office when the chief marketing officer, Hayes Roth, decided to give us tour of the whole office. Sometimes it pays to linger!

The amazing thing about this class is that everyone we met, both in Baltimore and New York was so eager to help us, and in a world like ours where networking is everything, this is HUGE. Another terrific yet unexpected takeaway from the class was the reassurance that we got from virtually every single person who spoke to us, telling us not to worry about getting the perfect job out of college. One woman said she had 6 different jobs before she found the right one. This knowledge took a lot of pressure off of us, especially the seniors, who were the most anxious of the group (understandably).

So rather than wasting your time getting drunk next intersession, sign up for the Big Apple Trip and help build your future!

– Carter Banker

How hard will Hurricane Sandy hit the economy?

The Northeast was devastated by Hurricane Sandy; the storm left in its wake a death toll of over 110, thousands of destroyed homes, and millions without power. Flooded subways and long lines as gasoline pumps created massive delays in transportation throughout the tri-state area, and businesses were forced to shut down, with even the New York Stock Exchange closing for two days. Personally, my family in New Jersey was left without power for over a week, and my dad traveled yesterday to our shore house in Long Beach Island, NJ and thankfully reported minimal damage was done to the house.

A picture my dad took of a shed deposited in the middle of the road on Long Beach Island, New Jersey

Experts are mixed as to whether Hurricane Sandy will have a substantial impact on the economy. Most economists are focused upon the looming fiscal cliff and think that the hurricane will have a negligible impact in the long run. However, for those living in the tri-state area, the devastation is readily apparent, as the Huffington Post reported that the storm was the second most expensive storm in American history, right behind Hurricane Katrina, with damages estimated at $30-50 billion in economic losses and $10-20 billion lost by insurance companies.

The Wall Street Journal focused on the economic losses due to the storm, with depressed activity in the Northeast and widespread devastation to people and property. Restaurants, car dealers, and retailers are expected to see a slip in sales in the fourth quarter, and  Hurricane Sandy could drain billions from the economy due to delayed or shifted business activity.  The greatest amount of lost business was to the financial services industry, resulting from the two day shutdown from the New York Stock Exchange and significant losses in commissions and fees that cannot be recaptured by traders.  With long commutes, gasoline shortages, and lost productivity at work, it is hard to estimate the true economic costs of Hurricane Sandy, but it is expected that it will lead to a slowdown in the fourth quarter.

An amusement park after the storm in Seaside Heights, New Jersey

Devastation to homes in Staten Island, NY

However, US News reported that the economic lag will be temporary and recovery efforts are expected to recoup the economy in 2013. Old machines, buildings, homes and infrastructure will be replaced, creating opportunities for job growth. The recovery efforts could spur economic activity and add to GDP, especially considering that the storm severely damaged heavily densely populated areas. Construction companies like Home Builders, Home Depot, and Lowe’s are expected to do well given the increased demand for home repairs and construction services. Companies from across the country have been making donations to fund the relief efforts, and JP Morgan recently waived all fees for a bond sale by the state of New Jersey. The business community has been united in supporting recovery and reconstruction after the storm, and substantial donations and philanthropic efforts will contribute to rebuilding the Northeast and recovering economic losses.

Although Hurricane Sandy may have wreaked havoc on the Northeast, it’s not expected to be catastrophic to the economy. The disruption in economic activity will continue to linger through the end of 2012, and the lasting economic effects depend on how quickly infrastructure and homes are repaired and the region bounces back. As more people get back to work and life returns to normal, economic activity will rebound and return to pre-storm levels.

How severely do you think Hurricane Sandy will impact the economy? How long do you think it will take the Northeast to recover? Leave your thoughts and opinion in a comment!

– Kara