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Nov. 22

Celebrating Small Business Saturday in Reading, PA!

By: Logan Goldenberg
Fellow of Marketing

In the midst of the holiday shopping frenzy, amidst the whirlwind of Black Friday sales and Cyber Monday deals, one day stands out as a beacon for local businesses in Reading, PA – Small Business Saturday. This annual event, occurring on the first Saturday after Thanksgiving, has evolved into a cherished tradition that underscores the significance of community, connection, and the pivotal role of small businesses in Reading. Ahead, we will delve into the importance of Small Business Saturday and explore how it contributes to the vitality of Reading’s communities.
 

The Significance of Small Business Saturday

Introduced by American Express in 2010, Small Business Saturday was conceived to spotlight the impact of small businesses on local economies. This initiative encourages consumers to divert their attention from major retailers and instead support the smaller, independent businesses that are the heartbeat of communities. The day serves as a reminder of the distinctive character and personal touch that Reading’s small businesses bring to the marketplace.
 

Economic Impact on Reading, PA

Reading, like many other cities, thrives when its local businesses flourish. Small businesses are vital contributors to the economy, generating jobs and fortifying the financial health of communities. When residents choose to patronize these local enterprises, they aren’t just making a transaction; they are investing in the prosperity of Reading itself. Small Business Saturday promotes economic resilience, emphasizing the interconnectedness of businesses and residents. The economic boost provided by this day can have a lasting effect on Reading’s growth and sustainability, underscoring the symbiotic relationship between the community and its businesses.
 

Fostering Community Ties

Beyond the economic benefits, Small Business Saturday fosters a sense of community spirit and connection unique to Reading, PA. Local businesses in Reading are often deeply ingrained in the areas they serve, and their success is intricately tied to the well-being of the community. Choosing to shop locally on Small Business Saturday is an active expression of support for the growth and sustainability of Reading’s neighborhoods. Moreover, small businesses in Reading are more likely to engage in community-driven initiatives. They sponsor local events, support schools, and contribute to charities that directly impact the lives of Reading’s residents. Small Business Saturday is a day for Reading’s communities to unite, celebrate their uniqueness, and acknowledge the invaluable contributions of these local enterprises.
 

The Personal Touch in Reading, PA

Reading’s small businesses are distinguished by the personal touch they bring to the shopping experience. Unlike the impersonal transactions associated with large corporations, small businesses in Reading thrive on building relationships with their customers. Owners and employees often know their patrons by name, offer personalized recommendations, and create a welcoming atmosphere that extends beyond the act of purchasing goods.

On Small Business Saturday, this personal touch is magnified. The day encourages consumers to explore local shops, engage in conversations with business owners, and discover the stories behind the products they purchase. This personal connection not only enhances the shopping experience but also strengthens the sense of community and shared identity among Reading’s residents.

As Small Business Saturday approaches, Reading can come together and celebrate the local businesses that shape the character and economic landscape of the city. Each small business, whether it’s the historic bookstore, the family-owned bakery, or the eclectic boutique, represents a thread in the rich tapestry of Reading. Small Business Saturday is the day when Reading’s residents can actively contribute to nurturing these threads, reinforcing the bonds that make their communities unique and vibrant.

Oct. 30

Being an entrepreneur is Scary! Or is it?

By: Aleksandra Kolesnikova
Fellow of Communications

We are coming into our spooky season, and one thing that goes around in the Business field is, what does it take to be an entrepreneur? Is it really something scary to achieve? The simple answer is no. Anyone who has a vision and a mission can be an entrepreneur. For this blog, we will be breaking all the myths about being an entrepreneur and let you know some tips and tricks to start your journey.

Entrepreneurs Are Rich

From watching Shark Week to listening to new and creative entrepreneurs, you automatically think they must be rich to be able to start a business from the ground up, but that is not true! A perfect example of this is Jeff Bezos, who started Amazon in a garage. Most entrepreneurs have truly started from point zero. It did not take money to get to who they are today but having the dream and confidence to push the idea forward. It takes time and practice to keep money coming even when you become an entrepreneur. It is a complex task. Money can help but is never the main reason.
 

There Is No Business Without A Unique Idea

Unique ideas can set you apart from everyone else, but it is not necessary. Every idea built today comes from an idea that has already been somewhat made, but having a small touch makes a huge difference. An example of this would be Scrub Daddy. There are a ton of sponges out in the world, but Scrub Daddy has become one of the biggest-selling sponges in the world. Due to the material being sturdy and its capability of being used for months, it has been very well known. It’s a basic idea, but making one part of it unique makes a huge difference. A difference can also be a marketing strategy, user experience, and so forth.
 

You Have To Be Young And Restless To Be An Entrepreneur

Younger people tend to be extra adventurous, with risk always in their minds. Connecting younger people with entrepreneurs would make sense, but that is not always the case, especially for their digital skills. It is known that the government sets policies and helps younger entrepreneurs. But age is not the only thing that can identify who can be an entrepreneur and who cannot be. Various aspects need to be weighed, such as startup finance, outward and inward migration, social and cultural factors, alternative job opportunities or lack thereof, levels of human capital, and access to social security. Yes, a person’s age is most known to start a business is 24 to 44, but you can truly be at any age to start that.
 

Entrepreneurs Are Born, Not Made

Environment and experience are crucial factors in developing the right skills. Entrepreneurs are mostly never born but taught. Anyone can learn how to do business or become a leader through education and expanding their soft skills. When you put your mind to it, anything is possible. Taking that first step of creating an idea can be scary but never impossible. We can make anything happen if we allow ourselves to take risks and stay creative.

Oct. 25

Navigating Advertising Week in a City That Never Sleeps

By Jennifer Weasner
Graduate Assistant of Marketing

New York City is often referred to as the city that never sleeps, but from October 16th through October 19th, it was also the home to those in the marketing industry from all around the world. A group of O’Pake graduate assistants and fellows had the opportunity to travel to New York to attend the Advertising Week New York conference.
 

Setting the Stage

Advertising Week in New York City is an event that brings together industry leaders, aspiring professionals, and emerging talents. The conference offered diverse groups of panelists, speakers, and networking opportunities that serve to inspire creativity and stimulate innovative thinking. Fellow of Communications Yesenia Maldonado says, “Leading up to the conference, I was most excited to be able to gain insight from so many different industry professionals, especially those a part of brands and organizations I already know and love!”
 

Embracing AI in the Industry

AI can be a complex subject for most in the marketing industry as many fear that it will one day completely take over the industry and potentially eliminate many marketing roles. While a controversial subject, AI is certainly not a replacement for human thought and creativity but rather a great tool that individuals can use to create a starting point for many tasks. Many industries (O’Pake included) have already adopted this tool, and it has allowed marketers the ability to transform their work. Maldonado says, “I was very surprised to hear from so many sessions the emphasis on and the ever-growing presence of AI in the business and marketing space. It’s definitely an aspect of technology that I’ve become inspired to learn more about and see how it can aid in my creativity at O’Pake.”
 

11:11 Media, Shark Tank, and Starbucks

Paris Hilton is an icon of both pop culture and entrepreneurship, and she shared valuable insights from her experience creating fragrances, making music, and other product lines. Her innovative approach to media engagement and continuous involvement in the industry serves as an inspiration to others. Paris Hilton stated that she wanted to create 11:11 Media because she wanted to be “able to have them all under one company because I am just doing so many different types of projects and then also able to collaborate with other brands and other creators and create this whole business where anyone can come in and work with me and insert themselves into pop culture.”
 

The fellows also had the incredible opportunity to gain insights and learn from the sharks of Shark Tank. Fellow of Marketing & Management Marisol Martinez-Alvarez “The most exciting part of hearing from the Shark Tank panel was learning and gaining insight from the Sharks regarding entrepreneurship, small businesses, technological trends, and overall professional growth topics. Such topics will help me connect and expand my work as an O’Pake fellow in several areas regarding management and marketing, like continuing to get out of my comfort zone to deliver brand ideas and campaigns while being open to learning and adapting to uprising technological trends such as AI.” These seasoned investors and entrepreneurs shared their wisdom on spotting trends, assessing market viability, and the critical elements that make a pitch stand out.
 

Another standout moment from the conference was having the opportunity to hear from Starbucks’ CMO, Kyndra Russel, who said, “We are in the people business serving coffee” during her talk. Russel explained that it is apparent through Starbucks’ social media pages and the moment you walk into a store and how each drink is 100% customizable. ����91��Ƭ�� is fortunate to have a Starbucks located in CollegeTowne. The staff and students certainly can appreciate this and see this mission in action. As Alvernia is a mission-driven university, most of us are familiar with this concept as we often celebrate through starting events, meetings, and even classes with a mission moment.
 

To Wrap up Advertising Week

Advertising Week in New York City was truly an unforgettable experience for O’Pake Graduate Assistants and Fellows. The group of students had the opportunity to learn from professionals in the industry and became inspired by their success. Of course, 11:11 Media, Shark Tank, and Starbucks barely scratch the surface of the incredible knowledge that was instilled in the group.

Sept. 20

A New Spark in Pottsville, Jack

By Aleksandra Kolesnikova
Fellow of Communications

Jack Cossa has been a remarkable student at ����91��Ƭ�� and has achieved an amazing opportunity through the O’Pake Institute. He joined the O’Pake Institute in 2022. There, he became a fellow of finance and marketing and found his true passion in finance. Cossa graduated in the year 2023 with a bachelor’s degree in marketing. While pursuing his undergraduate degree at ����91��Ƭ��, he decided to go for his master’s in business administration. After contacting Executive Director of Student and Client Services Michelle Conway and getting an interview, he received his graduate assistant role as the Project Manager of Community Base Campuses. This role sparked a new journey for his career and awarded him the opportunity to experience a different community.
 

New Role

His new role started in the summer of 2023. This role consists of going to Pottsville once a week and managing the workplace and businesses starting in that community. He checks over all the clients involved in different Pottsville companies and ensures that the area continues to have a positive impact. When asked about the community in Pottsville, Cossa says, “Everyone in the community is so nice and kind, and an overall great environment, there is a lot of possibilities to blossom in such a nice community.”
 

Event Coming Up

Cossa invites Alvernia students, staff, faculty, and the Berks County community to BoostMyBiz Pottsville Happy Hour on October 5th from 5-7 PM. The event will have different segments on elevating your business, empowering networking, and putting your best foot forward when starting your small or big business. We are excited to announce that we are partnering with Ignite Schuylkill in this endeavor.
 

The O’Pake Institute will be launching a business series throughout the Fall of 2023 and Spring of 2024 for small businesses and entrepreneurs to help elevate their businesses and reach their fullest potential within their organization. They can expect structured segments on every aspect of their business with guest speakers, interactive activities, and great overall business enhancement, as well as development if they are looking to start their own. We will also be customizing a business series for business owners who have identified specific needs for their organization. We will be able to present on specific topics or have a guest speaker come in and speak on a topic to make it enjoyable and interactive. We will also bring in businesses that have worked with the O’Pake Institute from ground zero and are now fully operational to join in on round table discussions for the group.
 

Everyone is welcome to join, as the idea is that the more business owners, the better, as other business owners will be able to bounce ideas and thoughts off each other to make it cooperative and maximize the potential of everyone’s business. It is meant to have a positive impact on everyone within the local community to try and bring everyone together to keep the great business and economic development stronger than ever!
 

What the Future Holds

Cossa has grown up in a family that has been in sales jobs for most of their lives. He says that this career path has been a calling since he was a child. After he graduates in May 2024, he will continue to be in a sales role, selling products or services to customers and representing the brand he chooses to be in. This future career will include asking questions to pinpoint the best offerings, giving presentations, and maintaining customer relationships. With his amazing opportunity with O’Pake, Jack Cossa will continue to be successful, and we cannot wait to see him flourish and accomplish his dreams.

July 24

Unveiling the Distinctions: O’Pake Fellows vs. Traditional Internships

By Cora Cox ’24
Fellow of Business Management

Many ask, ‘How does the O’Pake Fellows program differ from a traditional internship, and how will it benefit me?’ Fortunately, I was just in this same position and will provide you with an in-depth answer. The O’Pake Fellows program provides an exceptional opportunity for outstanding undergraduate and graduate students to engage in a transformative educational experience. This opportunity allows students to be very hands-on and lead projects early on. High performing students, from diverse academic backgrounds, can collaborate closely with visionary entrepreneurs, small business owners, distinguished faculty researchers, and successful industry leaders. Working as an O’Pake Fellow allows me to develop professional development skills, gain valuable resume experience, and have the opportunity to become trained in areas such as web design, social media strategy, financial analyses, venture investment, etc. Through the entire process, the O’Pake Institute has an impeccable support team that will help you every step of the way!
 

Empowering Creative Exploration

By embarking on this extraordinary path, Fellows find themselves in an environment that nurtures their creativity, allowing them to explore unconventional methods, push boundaries, overcome obstacles, thrive, and achieve. This is very important for students because it enables them to explore all of their interests and aids them in discovering their true passion. Through cultivating such an atmosphere, students experience personal and professional growth and emerge as innovative and principled leaders. The O’Pake Fellows Program empowers students to smoothly transition into their desired careers, equipped with the ability to think imaginatively, uphold ethical standards, and make a lasting impact in their chosen fields. The experience is incredible and a gateway to gaining so many abilities.
 

Information Regarding Traditional Internships

Traditionally, an internship represents a structured and immersive learning opportunity where students can translate their theoretical knowledge into practical application within a professional work environment. Throughout a designated period, which can span from a few weeks to several months, interns actively participate in assignments and projects directly aligned with their academic pursuits or career aspirations. Guided by seasoned experts, interns acquire invaluable industry perspectives, hone pertinent skills, and establish meaningful connections with professionals. This hands-on experience enables them to delve into diverse facets of their chosen field, grasp the intricacies of workplace dynamics, and develop a realistic outlook on their future career trajectories.
 

The Traditional Internship Experience

An internship is typically a short-term engagement, often lasting a few weeks to several months, where students or recent graduates work in a professional setting to gain practical experience in a specific field. Interns usually perform assigned tasks and projects related to their study or career interests, primarily focusing on skill development, building industry knowledge, and exploring potential career paths. Internships are often structured and provide a hands-on learning experience under the supervision of professionals. Students can participate in an internship without receiving academic credit, or pursue a credit-bearing opportunity.
 

The Fellow Experience

O’Pake Fellows are employed by ����91��Ƭ��’s O’Pake Institute for Economic Development and Entrepreneurship. The O’Pake Institute has a portfolio of clients comprised of entrepreneurs, small and established businesses. At the beginning of each academic semester, the O’Pake Staff works to assign student teams to individual client projects, ranging from 3-5 clients during any given semester. All projects are accompanied with a 3-month service agreement, specified project outcomes (i.e., develop a website) and a project manager. Fellows are often provided with access to specialized resources, mentorship, and networking opportunities through the Program. Fellows are encouraged to work on independent projects, engage in intellectual discourse, and contribute to advancing knowledge or addressing societal challenges.
 

What Is The Difference?

People often need clarification on the O’Pake Fellows Program and traditional internships due to overlapping characteristics. Both The Fellows Program and traditional internships involve experiential learning and offer valuable opportunities for individuals to gain practical experience in their fields of interest. The main difference is this: Students must be referred by a Faculty member, Staff member, or current Fellow in the Program to interview for an O’Pake Fellows position. If selected, they will have the opportunity to work hands-on with 3-5 different clients on a semesterly basis. This is a paid position, and in certain situations, can also be credit- bearing. On the other hand, Students can work directly with University resources, Faculty and Staff to choose an internship site. In this situation, the student is choosing an internship host site and working directly for an employer of their choosing. Depending on the employer, this can be a paid or unpaid experience. It can also be non-credit or credit bearing, depending on the students’ need.
 

Which Should I Choose?

All of the above! To become an O’Pake Fellow, you need to be selected as an incoming Freshman, or referred to the program. If you are selected to be an O’Pake Fellow, then you would have the opportunity to work with 3-5 businesses every academic semester. As an O’Pake Fellow, you can also work with your academic advisor to see if your experiences qualify for academic credit. We also release O’Pake Fellows to other internship experiences if an offer comes their way.
 

On the other hand, you can always pursue a traditional internship. To learn more about internship opportunities that are available to you visit ����91��Ƭ��’s Office of Career Development.

July 18

Revolutionizing Social Media: Unpacking the Threads App

By Dane Sabarese
Fellow of Communications

It takes something truly ground-breaking in the constantly changing social media environment to grab the attention of millions of people. One such invention that could alter how we interact entirely and connect with people online is the introduction of the Threads app. Threads, an Instagram offshoot, provides a fresh and engaging experience that might completely change how people engage with one another. This post will discuss how the Threads app is expected to alter the social media world as we now know it.
 

Furthering Connections

The Threads app distinguishes itself by emphasizing personal, tight relationships. Like Twitter, it enables users to establish and maintain a personal network of close friends with whom they can communicate quietly and meaningfully about their everyday activities. Instagram capitalized on the public’s resentment and introduced Threads as a response to the recent social criticism that Twitter has received. By curating this exclusive group, users can create deeper relationships and stronger bonds with the people who mean to them the most.
 

Real-Time Sharing

In a society where instant messaging is the norm, Threads recognizes the value of in-the-moment sharing. Thanks to the app’s cutting-edge design, moments may be easily captured and shared as they occur. Emphasizing instantaneous sharing gives social media conversations a touch of spontaneity and authenticity.
 

Status Updates Reinvented

Threads shows the idea of status updates from a new angle. The software expands on text-based posts by introducing the concept of “Status.” Users can select from a variety of automatically produced statuses, such as “Studying,” “On the move,” or “At the beach,” and share them with their close friends. With the use of this feature, one may easily update others on their actions without having to give them a long explanation. It promotes presence and allows pals to keep in touch even when geographically separated.
 

Enhanced Privacy Controls

In the world of social media, privacy issues are becoming more and more of a problem. Threads address this by giving users effective privacy options. App users can specify a list of their close friends, limiting the audience to whom their content is exposed. Additionally, Threads allow users to share more intimate moments because it is transparent about who can see their updates.
 

No Distractions, Pure Focus

Users of social media platforms are frequently drawn into an endless cycle of idle scrolling and diversions. By simplifying the user experience and concentrating only on content created by close friends, Threads hopes to combat this. The app enables users to retain a true and meaningful relationship with their inner circle, free from the distractions common on traditional social networking platforms, by filtering out irrelevant notifications and unrelated posts.
 

The Threads app brings a new wave of creativity and potential to social networking. Threads can change how we interact with social media because they focus on intimate relationships, real-time sharing, reinvented status updates, improved privacy options, and distraction-free user experience. This app can create a more genuine and private online space by encouraging deeper friendships and meaningful communication. In the coming years, we may anticipate a trend toward more personal and authentic social media experiences as people adopt the Threads app.

June 6

Making an Impact in the Creative Field

By Ana Perez ’23
Project Manager and Graduate Assistant of Design

What impact do designers make on the world? Regarding Leadership, what contribution can an artistic person make? Studying Leadership helps us understand that we can make an impact wherever we are, regardless of our professional field. As someone who graduated with a master’s degree in Leadership and currently works in the creative field, it is evident that there is a clear correlation between how both achievements tie to one another, contributing to solving the world’s problems.
 

While studying Leadership, I discovered how many leadership styles and approaches relate to my work. Understanding Authentic, Servant, Transformational, and Situational Leadership approaches allowed me to identify the skills I want to master to be the leader I aspire to be. However, I clearly understood the relationship between Leadership and my career once I discovered the concepts that tie them together and give the real purpose of what I do as a professional. Design and Creativity Leadership, Ethical Design, and Circular Design Thinking impact my perspective as a designer. It made me realize the importance of my work as a creator and, most notably, the purpose behind what I do.

Design Leadership

According to an article called, What Does A Design Leader Do?, “Leading Design is about building a team, empowering them, and enabling the business to thrive with collective design knowledge as an advantage.” Another leadership article, 8 Critical Skills Of Effective Design Leaders, explains that design leaders are inspiring, confident, and creative. They inspire their teams with experience, hard work, emotional intelligence, future obsession, the ability to trust to rise to the top, and talent. However, according to the blog post, it goes beyond that. Design leaders are obsessed with developing the next generation of extraordinary designers and design leaders.
 

Having the opportunity to work with design students, I have learned that designers are knowledgeable; their job is to find solutions to problems, achieving this every day with creativity and visually stunning pieces. Their creativity is endless because they devote their lives to perfecting that skill. Our job as design leaders is to trust them, motivate them, allow them to express their creativity, and let them amaze us with their insights and solutions. Because trust me, they will amaze us!
 

Creative Leadership

Creative Leadership, often called Innovation Leadership, is the ability to create and realize innovative solutions, especially in structurally complex or changing situations. Creative Leadership is more critical than ever, especially in businesses. This is because the world is changing rapidly, and how we do business changes constantly. How are you inspiring your team to become more creative? Are you facing new technological challenges with creativity?
 

According to The Economist’s Global Talent Index Report 2012, research surveys show that a lack of creativity is seen as new hires’ most serious shortcoming. Similarly, creativity is seen as an essential leadership quality in a 2012 study of IBM under over 1500 CEOs.

According to an article from Indeed.com, 8 Ways to Use Creativity in Leadership, creativity promotes problem-solving, encourages a positive work environment, helps you navigate change, and generates financial growth.

When I am not creating designs, I am consuming designs. When I see a design piece made by another designer, I like to see it and mentally break down the process of creating it myself, and then I like to think about the easiest way to do it. The constant generation of ideas and the small daily challenges help me keep my brain creative, and it has helped me see every challenging project as an opportunity to prove to myself that I am able and that my creativity is limitless. When it comes to my team, I love to ask a lot of questions. Questions are the best generators of ideas. The diversity of responses and ideas is essential to develop creative and innovative solutions.
 

Ethical Design

According to an article called, The Principles Of Ethical Design (And How To Use Them), Ethical Design is designing great products alongside your morals and beliefs and the principles of your business. What you create, whether a website, a marketing campaign, or a product, affects real people, and those effects can create ripples. According to What Exactly Is Ethical Design? How Can Designers Achieve It? Ethical Design refers to design that:

• Resists manipulative patterns.
• Respects data privacy.
• Encourages co-design.
• It is accessible and human-centered.

In an ever-changing world where the concept of being ethical changes from culture to culture and many aspects keep being normalized, it is vital to keep in mind values that cannot be changed in any circumstance, no matter how dynamic the world can be.

One of the reasons why I love working for the O’Pake Institute is its mission. As their designer, I can expose, inform and promote that mission. My personal and professional values align with O’Pake’s mission statement; this is essential to finding purpose in my daily work. My advice? Spend some time discovering your core values, write them down, list them, and make sure the company you work for is aligned with them. Nothing is more fulfilling than working for a company that shares your values and principles.
 

Circular Design Thinking

The next big thing is circular design. Circular Design Thinking consists of a design that must be driven by purpose. The circular design firmly believes that designers are enablers of positive change and impact. Innovation is fundamental to a circular economy because it determines what we eat, our clothes, the buildings we live and work in, and the systems that deliver food and mobility. Circular Design Thinking is based on three principles driven by design: eliminate waste and pollution, circulate products and materials (at their highest value), and regenerate nature. With the circular design, we can prevent the creation of waste and pollution right at the start.
 

“If the environment was your client, how would your product change? What feedback would the environment give about your product? What is the most sustainable behavior your product encourages?”
 

How would you answer these questions? What would happen if millions of people bought your product? Would it change the world positively or negatively? Questions like these are essential to understand whether we work for or against the environment. (Learn more about your Design’sDesign’s impact by visiting The Tarot Cards Of Tech. This website will change your perspective forever).
 

Check the Circular Design Guide to learn more about this impactful way of designing!
 

Conclusion

Make a difference wherever you are. What you do matters, and it is impactful. Discover your core values, live intentionally, and make sure you work for a company that appreciates that in you and share your same morals. Practice creativity every day. Creativity is among the most important leadership qualities in our ever-changing world because it helps navigate change with a positive mindset. Design as the environment was your client! Your creations have an impact; consider this every time you start a project. The next big thing is Circular! Learn about Circular Design Thinking and be ready to contribute to the shift.

April 10

How TikTok Is Changing Content Across All Platforms

By Emily Sano
Fellow of Digital Media & Management

The video-sharing app TikTok is changing the game for all social media platforms by popularizing short-form video content. In the past six years, TikTok has generated 1 billion users by utilizing this type of content, with users spending an average of 45 minutes watching these videos (Geyser). “Short-form video content is any type of video content that’s less than 60 seconds, though some marketers agree short-form video content can be as long as three minutes” (Geyser). This allows the consumers of the content to easily view and digest it before quickly scrolling to the next. 73% of consumers prefer to watch short-form video content, with this type generating the highest return on investment and engagement (Geyser). Knowing this, well-known platforms, Instagram and YouTube, saw the shift in content consumption and created their adaptation of short-form video content.
 

Instagram Reels

Instagram Reels, first debuting in 2019, ” are full-screen vertical videos that can be up to 90 seconds long if you record them in the app or 15 minutes long if you upload a pre-shot video” (Kutuchief). Like TikTok, there are editing tools and a library of audio tracks that creators can use on their videos (Kutuchief). The platform knows the benefits of this short-form video content so well that the algorithm favors videos, meaning they are more likely to recommend them to people who do not typically see your feed (Kutuchief). Although knowing this is great for marketers, Instagram has faced much backlash from photo-based influencers, with petitions against these changes started by photographer Tati Bruening calling out Instagram, saying, “Stop trying to be TikTok” (Hayes). This rally against video content has gained so much traction that the head of Instagram, Adam Mosseiri, actually posted a response video saying that photos are still a crucial part of the platform’splatform’s history but, “I do believe that more and more of Instagram is going to become video over time” (Hayes).
 

YouTube Shorts

YouTube Shorts are 60-second vertical short-form videos to help businesses engage with their subscribers (Chillingworth). This addition to the platform was likely to rival TikTok in the short-form video space. Just recently, in 2023, YouTube monetized its shorts, giving out $100 million to the platform’splatform’s top creators, and as of February 1, 2023, has now introduced monetization to most creators (Chillingworth).
 

This is not the first time one social media platform has changed to better compete with its rivals. Instagram added its stories feature and the close friends and filters to help better compete with Snapchat. Knowing this, it can only be assumed that this is not the last time a platform will utilize what is working on one to push the usage of another. This is why it is essential to stay updated on all the changes going on with the various social media platforms so that you can use them to your advantage!
 

References

Chillingworth, Alec. “YouTube Shorts Monetization 2023: Your Guide: Epidemic Sound.” This Is the Epidemic Sound Blog | Epidemic Sound, This Is the Epidemic Sound Blog | Epidemic Sound, 5 Apr. 2023, www.epidemicsound.com/blog/youtube-shorts- monetization/?_us=adwords_max&_usx=14492154145_&utm_source=google&utm_medi um=paidsearch&utm_campaign=max_14492154145&utm_term=&gclid=Cj0KCQjwiZqh BhCJARIsACHHEH8vk1bFM2cq_DHkIvP910rODVlSKod-Ge- 0DaGbHvKStER7dXiyJucaAn7UEALw_wcB.

Geyser, Werner. “The Ultimate Guide to Short-Form Video Content.” Influencer Marketing Hub, 22 Nov. 2022, influencermarketinghub.com/short-form-video-content/.
Hayes, Dade. “Instagram’s New Emphasis on Algorithm-Fed Videos, Which Has Irked Longtime Users, Gets Plug from Parent Company Meta’s Execs: ‘in the Long Run, We Believe It

Kutuchief, Britny. “Instagram Reels in 2023: A Simple Guide for Businesses.” Social Media Marketing & Management Dashboard, 4 Mar. 2023, blog.hootsuite.com/instagram-reels/
Will Be a Tailwind.’” Deadline, Deadline, 27 July 2022, deadline.com/2022/07/instagram- reels-algorithm-video-backlash-meta-platforms-1235079339/.

March 15

The Pros of a Professional Mentor

By Jennifer Weasner
Fellow of Marketing

No matter how experienced we become throughout our careers, we can always lean on more experienced professionals around us. Mentor relationships allow us to connect with individuals with similar career paths and goals. By connecting a mentee with a mentor, the mentee can learn about the mentor’s experience and career path.
 

What is a mentor?

According to a blog by Together Platform a mentor is defined as “someone who helps you grow your skills, make better decisions, and gain new perspectives on your life and career.” Mentors often help mentees by providing advice directly from lessons they have learned throughout their careers. Providing advice that looks like, “I tried X approach, and it did not work out so well, so I adapted, and Y approach worked better.”
 

What should I look for in a mentor?

Someone with more experience. Often, we look at individuals that are much older, but those with just 2-3 more years of experience are the perfect examples of a good mentor. As mentioned in an article by Forbes “Near-peer mentors allow mentees to envision what their life could be like if they applied themselves, which can be extremely motivational.” Looking for a mentor can be a challenge, but the most essential part of the search is to find someone who has more experience than you in your line of work. Similar to the popular saying “we learn from our mistakes,” we can also learn from the mistakes that our mentors may have made.
 

What is the role of a mentee?

As a mentee, you must identify your goals for this relationship. Ask yourself what knowledge or skills you want to learn from them. Then communicate this to your mentor. Ask questions as they arise, and don’t be afraid to bring up new topics as you come across them throughout the mentor relationship.. Read more here.
 

What should a mentor-mentee relationship look like?

Like most types of relationships that we come across, a mentor-to-mentee relationship can look different for everyone. Some consider the relationship casual, like talking with a friend, while others may see the relationship more professionally. Through this relationship, you may meet over coffee or lunch, attend conferences, or meet with other professionals with similar career goals and aspirations.
 

Another way to use your mentor relationship is to use the connections your mentor already has made in their career. Along with experience in your desired field, your mentor also has connections. Your mentor can connect you with these individuals so that you can learn from them about what they have learned throughout their careers.

Feb. 8

Building a Strong & Professional Personal Brand

By: Jennifer Weasner
Fellow of Marketing

In the digital world that we live in, a common notion that has been stressed is that you never know who will see digital content that is posted and that once it is pushed out, it will always be there. When building your personal brand, remember to consider that first impressions are everything and oftentimes, that first impression is your online presence. You would not want employers to get the wrong first impression prior to an interview.
 

Before meeting someone for the first time, whether it is a potential employer, new coworker or even a college roommate, polish your online presence to foster a positive depiction of your experiences and your personality.
 

1: The Basics

The first step to creating a positive online presence is to decide what your personal brand will look like. Ask yourself how you want your audience to feel while looking at your digital presence. From there, you can decide on a color scheme, fonts, and where to include visual elements such as a logo, infographic, photos, or videos. Once you have made those decisions, you can move forward in building out your social media pages, a portfolio, and a resume and maintain your brand throughout all your platforms.
 

2: Portfolio

Portfolios can be a great option in developing your personal brand because you are able to showcase your experience, who you are, and link your social media pages. Another element of a portfolio could be linking a blog that highlights writing pieces or personal anecdotes.

You can also make sections that include skills that you are currently. With that, you can showcase how you are continuing to grow in your area of expertise. Thus, To learn more about how to build your personal portfolio, you can check out this blog post by Ana Perez, Graduate Assistant of digital design.
 

3: Networking

The next important aspect of building an online presence is establishing credibility. For this step you want to make sure you know who your target audience will be. In the business world networking is very important. While it is important to network with peers and those we work with during internships, we also need to think about who we are networking with virtually. Of course, we can utilize applications like LinkedIn to paint us in a professional light but why not take advantage of Facebook and Instagram as well.
 

It is very simple to create a second Instagram account in which we can share professional goals and achievements. These can differ depending on what your profession may be but for artists or other designers this can be a way to share new designs and artwork. By keeping this account separate from a personal Instagram account this allows us to choose what we make public and what we keep private. Networking like this also will allow us to choose what future employers see when they search our names prior to an interview since this is inevitable.
 

4: Credibility

While it is important to only post content that you want to be public, its equally as important to be active and present on these platforms. Making sure you are posting a mixture of content that fits your brand and your audience. It is also important to not just post graphics with goals, achievements, and designs but equally as important get your face out there. This establishes credibility with the audience and will make the interactions feel more personal and not as if the interaction is happening with just a computer screen. By also interacting with your audience, you are not just establishing credibility but also networking.
 

Growing up in a digital world has changed the way we market ourselves tremendously. Since we are already glued to our phones and on social media constantly, we should start thinking about how we want to market ourselves to future employers. We can do this by thinking about our personal branding, networking capabilities and credibility.
 

For more information:

Jan. 23

The Guide to Credit and Credit Scores

By Allison Kirschner
Fellow of Finance

The question “what is your credit score?” is asked very often when making a big purchase such as a car or a home. While the world of credit scores may be confusing and contain misinformation, learning, and understanding how credit scores work can provide you with financial freedom.
 

What is credit?

The three most common types of credit are installment loans, revolving credit, and open accounts. Installment loans are a set amount of money a person can use for a specific purpose, such as student loans or auto loans. Revolving credit is a line of credit that you can keep making purchases as long as you pay it off. However, the number of investments you make must have a balance below the credit limit. The credit limit can change over time depending on a couple of factors. The most common type of revolving credit is a credit card. But not all credit cards are the same; there are pros and cons for everyone.
 

What is a credit score?

When looking at someone’s financial life, it boils down to one number, credit score. It’s a three-digit figure representing your borrowing history and paying the money back. The higher the score, the more trustworthy creditors see you. Although many scoff at the idea that your borrowing history can be reduced to a single number, creditors take it very seriously. A low credit score can cause you to pay sky-high interest rates on credit cards and loans. On the other hand, having a high credit score means borrowing money at the lowest rates available.
 

To get more in-depth with a credit score, there are five main factors: payment history, debt utilization, credit history/age, credit inquiries/ new credit checks, and types of credit. Payment history is 35% of your score, meaning paying bills and debt payments are on time. Debt utilization is 30% of your score, maintaining low balances on credit cards and lines of credit. There is a rule of thumb regarding the balance on your card. You should use 25-30 % of the available credit. Credit history and age are 15% of your score, meaning a short credit history influences the score. Credit inquiries/new credit checks are 10% of your score, meaning if you apply to too many credit cards, it could bring your score down. Lastly, the type of credit you have is 10% of your score; a mix of different types of accounts can help boost your score.
 

According to the FICO credit scoring model, credit scores are into five categories. Poor credit will fall between 300-579, fair credit 580-669, good credit 670-739, excellent credit 740- 799, and excellent credit 800-850.
 

What is a credit report?

A credit report and credit score are closely related but two different items, and understanding the difference is essential. A credit report is a statement that contains all the information regarding credit activity and current credit situation, such as loan paying history, giving the status of your credit. Credit reporting companies, credit bureaus, or consumer reporting agencies collect and store financial data about you. The economic data is submitted by creditors, lenders, credit card companies, and other financial companies.
 

Lenders will use this credit report to decide if they want to loan you and, if so, what interest rates they will offer you. Also, lenders can see if you continue to meet the terms of an existing credit account. The credit report contains personal information such as name, address, social security number, etc. While also consists of all credit accounts, current and historical credit accounts, including the type of account, credit limit or amount, account balance, account payment history, the date the account was opened and closed, and the name of the creditor. Lastly, it contains public records, such as if a person had a foreclosure or bankruptcy.
 

The bottom line

It is impossible to hide from your credit score because it follows you for your entire life. Building credit is a long-term endeavor and doesn’t just happen overnight. Once you know, you have a good credit score; you will be able to take advantage of all the positive financial opportunities that come with good credit.
 

References

Credit Card News & Advice | U.S. news. (n.d.). Retrieved October 20, 2022, from https://money.usnews.com/credit-cards/articles

Finance 101: Understanding the building blocks of good credit. Venture. (2022, May 12). Retrieved October 20, 2022, from https://venturize.org/es/blog/finance-101-understanding-building-blocks-good-credit?gclid=Cj0KCQjw48OaBhDW%20ARIsAMd966DWvI0FVbGuuOkgPveNNoZPL1PiNS%20A5f1miYDm-em7UyCZW_ihyJm4aAv-8EALw_wcB

What is a credit report? Consumer Financial Protection Bureau. (n.d.). Retrieved October 20, 2022, from https://www.consumerfinance.gov/ask-cfpb/what-is-a-credit-report-en-309/

Jan. 3

2023 Marketing Trends Our Fellows Expect To See

As 2022 ends, it’s time to reflect on marketing strategies that have proven effective enough to continue into the new year. Read on to see a list of marketing strategies we’re likely to see in 2023!
 

1. Videos will keep getting shorter

Videos are a powerful tool for brands to utilize when spreading messages to large audiences. However, not all videos are compelling – often, shorter is sweeter. According to a blog by Hubspot, “Short-form video has taken the marketing world by storm, and we predict it will carry over in 2023. A staggering 90% of marketers using short-form video will increase or maintain their investment next year, and 1 in 5 marketers plan to leverage short-form video for the first time in 2023.”
 

2. The rise and continuation of influencer marketing

We’re likely to see brands continue to leverage their relationships with influencers to create brand awareness and trust with their target audiences. Influencers aren’t necessarily always “macro-influencers” with millions of followers, either; there’s been a rise in brands using micro-influencers throughout 2022. Micro-influencers, despite having a relatively minor following than more famous influencers, tend to have very loyal followers who will drive engagement.
 

3. User-generated content (UGC) will continue to be seen as authentic

User-generated content – any form of content created by individuals who don’t officially represent your brand – is as powerful as ever. Brands are as competitive as ever and must work hard to be seen by audiences. Consequently, consumers are more selective about which brands they trust. According to a blog by HootSuite, “it’s not just consumers who are passionate about authentic content. 60% of marketers agree that authenticity and quality are equally important elements of successful content. And there’s no more authentic content type than UGC from your customers.”
 

4. Emphasis on corporate social responsibility

In 2021, millennials officially surpassed baby boomers as the largest generation group. And studies continuously find that millennials are likely to spend extra on brands that they consider socially responsible — whether these brands are improving communities, the economy, the environment, or society. Businesses would be wise to keep this in mind when it comes to their messaging and remember that consumers, especially younger generations, are paying attention to whether or not brands are focused on the greater good or more significant profits.
 

5. Rise in audio marketing

While the excellent podcast boom has already happened, studies suggest that consumers will continue to be influenced by podcasts and other forms of audio content. U.S. consumers listen to billions of hours of podcasts a year, which will likely increase. Additionally, podcasts have proven to be exceptionally instrumental in driving sales, with studies showing that 60% of listeners report searching for a product after hearing about it on a podcast.
 

Whether utilizing micro-influencers and UGC or leveraging audio marketing to increase brand awareness, it’s essential to plan ahead and stay on top of the latest marketing trends as we look toward the new year.
 

Need help creating your business or social media strategy? Contact one of our fellows.