Maureen's Blog

My parting words of advice...

Thu, 12 Mar 2009 16:04:39 EST

Aaahhh, week nine of our early spring semester. For those of you in colder climates like me, the snow is melting and there is a smell of spring in the air. Maybe some of you are gearing up for your next class in IMC. For me, I’m anxiously awaiting the next class to begin as it will be my final class in the IMC program before graduation in May.

I suppose that I should use this occasion to share my knowledge and advice with you as a ‘veteran’ student in this incredible IMC program. Through this student blog experience, I’ve had time and occasion to truly think about my experience. Here are some thoughts I’d like to share:

Become an independent thinker Taking an online class doesn’t mean that you have freedom to do what you want. Instead, you must establish yourself as an independent thinker. There is a distinct difference between freedom and independence. Independence infers that you stand alone and in order to achieve goals must apply your own style of discipline. Whether it’s through individual classes or applying this skill in your career, IMC will help you hone your skills as an independent thinker.

Know your limits If you read my blog last week you know that I’ve been challenged recently by the limits, or lack thereof, that we set for ourselves. I stated last week that ‘I’m not Superwoman.’ I know that because I met my limits with school, work and now baby in these past few weeks. This doesn’t mean that you shouldn’t consistently push your personal limits. Go ahead – push away. Just realize that there is a point where you cannot push anymore.

Stay focused Whether its readings, assignments or posts you’ll need to find a way to focus yourself on the task at hand. Even as I’m writing this post, my mind has wandered to any number of things including the television show blaring in the living room, the laundry waiting to be folded and about six other websites which I’ve pursued instead of focusing on this blog. Believe it or not, I’ve gotten better since my first IMC classes. Yes, this is progress! I guess this is something I’m still working on. Maybe by May I’ll be a little better.
Reward yourself Every evening, I reward myself with a treat or a special magazine or even a power nap. Each week I try to reward myself by purchasing something at the mall or taking time to do something just for me. I don’t think that this is a habit that should be exclusive to IMC students, but I think that it’s especially important when you’re in a program like this. I spend an average of 20 hours a week on IMC work. There’s gotta be a break from this; a break every day and a break every week. For me, it’s about getting lost in a cookie or a bowl of ice cream!

Share what you learn I’ve never kept it a secret that I was completing my graduate degree, however, it’s not something that comes up often in conversation at work. In my current position, though, I’ve learned to talk about the topics from class with my co-workers and especially my supervisor. I think that my supervisor and I have a much closer relationship because we talk about IMC and what I’ve learned. We share thoughts on topics from class and he’s even picked up a few books that I’ve read in class. Obviously the skills learned in IMC goes much further than this, but I’ve found this to be a fascinating element of the program which I never anticipated. Be proud to share what you’ve learned.

Interact with your fellow IMC folks It’s easy once you enter this program to complete your work but never really interact with others. Oh sure, you post and comment on your classmates’ posts, but, have you ever had a casual conversation with a classmate? Please know its okay to do that. In fact, you really should do it. Find your classmates on Facebook or Twitter. Send them an email every once in a while and even pick up the phone to speak to your professors. Every time I’ve had to contact an IMC professor or administrator, I’ve always been so pleasantly surprised at how nice everyone has been. Trust me, there hasn’t been a single person I’ve met through IMC that didn’t teach me something, make me laugh or offer me insight into my own life or career. That type of interaction cannot happen just within the boundaries of our online classroom, break out and get to know one another.

I’m sure that there are many more thoughts that I could share with you. And, there are probably many more thoughts that you could add to this list. It’s all a journey that we need to take though. I hope that you all enjoy IMC as much as I have. It has been an incredible program that has helped me grow personally and professionally.

I want to especially thank Prof. Chad Mezera for giving me the opportunity to serve as a student blogger this semester. I was honored to take part in this online community. I also want to thank all of you that have posted comments. Take care and good luck to you all in the future!

I'm not Superwoman

Thu, 05 Mar 2009 08:16:17 EST

I’ve always been someone that wants to push the limits. I’m not a skydiver, but I like to push myself beyond a level of mediocrity. In my career, I’ve never been happy to just punch the clock. I put in the extra hours and put forth extra effort whenever I can. It’s paid off. I think that my previous and current employer would agree that I’m loyal and hardworking. I’ve gotten raises and promotions when appropriate as a result.

So, when I decided two years ago to enter the IMC program, I really approached the extra hours and work as my way of pushing the limits just a little bit more. It was a tough adjustment at first. After the first two semesters, I began to adjust to the new amount of work and commitment necessary to succeed in IMC. Fast forward to 2008 when I unexpectedly changed jobs; good career move, but a little more harried on my stress level. Like a drug, though, I just kept wanting more and more in my life. I signed up for some volunteer commitments, doubled up on my classes in the fall and continued to pile on the stress. It was tough, no doubt. But, I was doing okay.

This is where the story goes bad (or good depending on how you look at it).

My hubby and I have been talking for quite some time about starting a family. It just never seemed to fit into our lives, though. Last year, we decided that the last semesters of graduate school would be a good time to try. I consulted with my doctor who very quickly warned against our timing. She was adamant that we wait until school was completely done for fear that I would be overwhelmed with work and school if I happened to have some negative side effects.

Silly doctor. I’m superwoman! I push the limits!

Well, I’m pregnant! We’ve been blessed and now are 10 weeks along in this very exciting process. I would say that by the fourth week of my pregnancy, I had begun to fully comprehend and grasp the warnings my doctor had put forth several months ago. I’m sick; not just in the morning. I’m nausea and sick all over my body for much of the day. I’m tired; so tired that I cannot remember a time in my life that I’ve been so tired. I cannot get out of bed and can barely make it to the couch when I come home from work in the evening. I don’t sleep at night. All of a sudden the worries and stresses of my life which were moderately controlled before, are now pushed to the surface when I lay my head down and let those hormones take over.

I’m not writing this blog to complain about being pregnant. I couldn’t be happier! I’m writing this blog to warn the rest of you to really know your limits as an individual. I’ve learned these past few months what my limits were. In the end, I think its nature’s way of reminding me where my priorities really should be focused. I will fight through it. I most likely won’t get an A in my current IMC class, but I’m okay with that. Ten weeks ago, I would have NEVER been ‘okay’ with a grade less than an A. That’s a small price to pay for the rewards we’ll have on October 2, 2009 (due date)!

Exercising marketing ethics

Wed, 25 Feb 2009 11:21:00 EST

I would imagine that during the early discussions when creating the IMC program one topic was tossed around as a possible class to offer as part of the curriculum: ethics. After all, each of us as marketers must deal with ethical issues in our day to day lives. For many, I think that ethics are assumed, but I believe they must be a daily exercise and a tested area of expertise.

Why am I bringing this up? Because I got burned. I’m in the process of car shopping right now. I’m not quite sure what type of car I’m looking for; SUV or sedan, domestic or foreign. For that reason, I’ve been scouring the newspaper and studying each of the car dealer ads. One advertisement this past weekend jumped out to me and motivated me so much to make a half hour drive to the dealership and test drive a specific vehicle. Fast forward three days to an ongoing negotiation between my husband and I and the dealership, who at this point is offering me a monthly payment nearly $100 more than the advertised price and a down payment in excess of $2,000, an amount that advertised as $0 down in the original ad.

Ultimately, my husband and I walked away from the deal. We walked away because the salesman admitted to us that the advertisement was misleading and done purposefully to get customers in the door.

Car dealerships don’t hold exclusivity on this type of misrepresentation and unethical behavior. How many times have you taken part in a promotion to find that certain details were omitted from the marketing? How often have you been mislead by the fine print? Even I can admit that there have been marketing efforts I’ve been a part of that may not have been entirely forthright.

The American Marketing Association puts forth a code of ethics that offers suggestions on honesty, fairness and accurate representation. So often, though, the almighty goals of sales, awareness and revenue can blind us to these all important elements of our practice. Active implementation of this code and an ongoing exercise of its guidelines should be an integral part of all of our work.

In the end, I think we all can agree that ethics in marketing will provide us with a long-term, positive relationship with consumers. Maybe this topic will someday even appear as part of our IMC curriculum. In the mean time, will I go back to that dealership? Possibly. Will I tell others about the experience? Definitely. Hey, I may even write about in a blog!

Breaking out of my comfort zone

Wed, 18 Feb 2009 07:13:45 EST

I’ve mentioned previously that this semester I’m taking IMC 621 Current Topics in IMC. The class is split into three distinct topics, each with their own professor and assignments. The first three weeks was Sports Marketing, hence my blogs about sports sponsorships and the Super Bowl. Currently, I’m in the last of three weeks focusing on cultural ethnography.

Author David Fetterman defines ethnography as “the art and science of describing a group or culture.” Essentially, ethnography is the study of human behavior in a natural setting. The researcher immerses himself into that setting, usually for up to a year, to observe and study specific beliefs, values, rituals, customs, and behaviors.

It’s this focus on ethnography that has revealed a true fear that I have. I’ve been hiding behind my computer, and now a recent assignment is making me break down the virtual wall in order to put myself in the shoes of a researcher.

So far in the class we’ve served as researchers, first of a public space where we commented on the interaction of people to their surroundings or environment. Next, we focused on a specific activity where we observed individuals in a place like a library.

This week, we’ve been asked to go to someone’s house (someone we know) and observe them. Seems simple, right? No way!

When I read the details of this assignment, I panicked. I’ve realized through this exercise how much I truly enjoy being in a position that I can observe and react without ever involving myself in the process. I enjoy even more the ability for me to quietly complete my IMC work in the comfort of my home without even interacting face to face with classmates.

What have I become? I used to be outgoing and eager for interaction. Am I a hermit now or what?

This is crazy! I’m scared and anxious to begin this exercise, not knowing how it will turn out. I guess my virtual curtain has been pulled back and I’m exposed. I think in the end I’ll learn that sometimes great discomfort is the very best learning experience.

That’s what IMC and graduate school in general is about, though. Right? It’s about learning. It’s about stepping outside of a box. And, it’s about breaking out of a comfort zone. I’m sure that I will look back at this assignment and appreciate what it has taught me. In the mean time, wish me luck!

Marketing & the job market

Wed, 11 Feb 2009 07:34:29 EST

Just a few years ago, I remember reading an article which listed Marketing as one of the ten fastest growing fields in America. Boy, was I impressed with myself! I was in that field and quickly, I instilled in my psyche a great sense of security and well-being. What could possibly happen to change that?

The future was bright in our industry at that time. And, with the proper skills and education, a marketer could find a great job with good pay at a variety of very successful companies.

Boy what a few years and a slumping economy will do!

Layoffs and budget cuts are happening company wide with most brands. Marketing, however, is many times the knee-jerk reaction of company leadership to trim what they may perceive as ‘fat.’

Many studies show that companies should in fact invest more into marketing and advertising during tough times. Expanding marketing efforts during in a struggling economy can help brands build market share and can give a long-term advantage to companies against their competition.

Real life tells us that many companies don’t follow this belief, though. When revenue is down, expenses must be cut. CEOs examine all areas of a company with the same focus in mind: cut the areas that have the lowest return on investment. Unfortunately, marketing departments are oftentimes viewed as less valuable than others or more of a cost than a revenue generating area. In a study by University of Warwick, 23% of the CEOs interviewed admitted that they would make cuts to marketing departments during tough times; above human resources training, IT and others.

In a quick scan of some well-known job sites, there seems to be a decent amount of marketing positions available. I don’t want to say that there is a great selection, but there are at least a few different positions open at a variety of levels. I’m sure that the competition is very different today for those few positions than what is was a few years ago. Many of the marketing jobs I saw went hand in hand with the areas which studies say are recession proof: health care, internet based careers, accounting, security focused careers and jobs in engineering or science related fields.

Ideally, I hope that we can all weather this storm. And, I hope that recent college graduates are able to find jobs in this field. We should all be proud that despite our current security or lack thereof at our jobs, that we’re all involved in a program like IMC which will only help to sustain our careers in the future.

I would love to hear your thoughts on the marketing field in this sluggish economy – good or bad!
Mo

I have no IMC discipline

Tue, 03 Feb 2009 07:26:41 EST

This week, I’m going to stray from the blogging about the topics that I’ve learning about through my current IMC 621 course. First, because no one seems to want to blog with me about those topics, and second, I had an epiphany the other night.

My epiphany? I have no discipline.

In reflecting back on my time in the IMC program, I think that the most challenging aspect of the program has been the self-discipline that each of us must have. When we first went through the application process to enter IMC, I think that each student must really think and challenge themselves on the issue of discipline. Yes, IMC is time-consuming. Yes, it’s stressful. Yes, it’s lengthy. But all of that is manageable if you’re a disciplined person.

School has always come easy to me. I really never had to study, yet I would get good grades. In undergrad, I definitely had to learn study skills and apply those in order to receive a passing grade. It was easier then, simply because you’re surrounded by people who are all doing the same thing. Grad school is a different world, though, especially a program like IMC.

I’ve determined that there are four distinct stages of my IMC discipline, or lack thereof:

Internal Arguments
It all begins on Monday mornings. I wake up for work and begin my day, but immediately start to chart out how I will approach the schoolwork for the evening. For me, I’m typically putting the finishing touches on a paper that will need to be submitted and beginning to read and write my post for the week. All day, I have voices arguing back and forth about what does and does not need to be done that evening. Should I work ahead or should I relax? Should I rewrite part of the paper I’m about the turn in or just leave it as is? Will I start it early or wait until my favorite TV show is over? On and on the argument goes?

Negotiating
After I’ve resolved myself to sitting down in front of the computer for an evening of school work, I begin to negotiate with myself. This is a complicated process involving formulas of time and space. Again, the internal voices return but this time they negotiate. If I do school work for an hour, then I can watch TV for one half hour. If I read, I’ll do it lying down and I can keep the TV on in the background. If I get bored with school work, then I’ll do laundry as a break, but only when there’s a commercial on TV.

Excuses
Once the school work begins, it’s very easy for me to get distracted. I tend to make excuses for myself to engage in other activities instead of school work because laundry won’t do itself, I have to do it tonight. The dog needs to go for a walk, this is a perfect time to go (even though its dark and only 20 degrees).I’ve been meaning to reorganize the pantry for the past year, tonight’s the best time for that task. Excuses, excuses. None of these things REALLY need done, but I make every effort to avoid work.

Rewards
When I do finally get my schoolwork done (which always happens), I immediately move to a reward phase. I consistently reward myself for getting the work done, whether it’s an extra helping of dessert, or a new blouse at the mall, or a nap in the evening. I deserve it, right?

This blog will be perplexing to anyone who knows me, simply because I project an image of a disciplined and regimented individual. I think that I even believed that at one time about myself! IMC has taught me otherwise. I want to do good work, but I’ve learned that I want it to be on my own terms. My elaborate way of approaching IMC work is probably fodder for a psychological evaluation. That’s okay. I think that the IMC journey has been an exciting one. I wouldn’t change a bit of it…even the lack of discipline!

Is there value in sport sponsorships?

Tue, 27 Jan 2009 06:34:32 EST

Every sport has benefited from sport sponsorships. Whether it’s the local pizza shop sponsoring a little league baseball team or a national brand like GM a MLB, sport sponsorships have become the lifeblood of many athletic programs.

There’s a change coming, though.

The current economic slump has cast a gray cloud on the world of sport sponsorships and the budget cuts being taken by many marketing department have most immediately occurred in the sports arena. Small stickers placed on the window near NASCAR, a location called the B-pillar can sell for as much as $400,000, and naming right sponsorships represent hundred-million dollar investments over two or three years. Too high a price tag? For some, it is.

• Mercedes Benz ended its partnership with the Milwaukee Brewers.
• Home Depot suspended its sponsorship of the Olympics.
• GM its support of the Pittsburgh Pirates and New York Yankees.
• The Arena Football League opted not to hold a 2009 season based on a dismal economic outlook for the year, in part because of sponsorship support.

Even in the global market, the once coveted soccer club jersey sponsorships have begun to disappear, with more than five teams currently seeking sponsorship deals. Will it end? Maybe. And, maybe this is a healthy exercise for companies and sports franchises to reevaluate the worth and value of these partnerships.

Personally, I see great value in sponsorships of all types, especially sports sponsorships which studies have shown reach an audience that tends to be more brand loyal than others. I think that the current economy, though, must force companies to evaluate the strategic effectiveness of these programs. If it’s the best way to build brand awareness, if it’s the best way to build brand awareness, and if it can provide the company value for its investment, then, yes, sports sponsorships have great value.

Taking this one step further, I think that the sponsorships must involve more than a moniker and a logo placed on a stadium program or at the end of a commercial. It should engage consumers in the brand and offer an immediate return on marketing objectives set forth by the brand.

So, is there value in sport sponsorships? And, is that value enough to justify a continued focus on these athletic partnerships, even during tough economic times?

Sports marketing: A timely topic for the big game

Tue, 20 Jan 2009 07:43:00 EST

In IMC 621, the first three weeks of our course is dedicated to Sports Marketing. Let me start by stating that I am NOT an athletic person. I don’t watch sports. I don’t play sports. And, the only athletic thing that I do most weeks is play Wii. Sports Marketing, though, is a fascinating and complex industry built on several different areas of specialization.

Professor Rotberg of IMC 621 cites two distinct areas of focus for sports marketing: marketing of sport products to the sport consumer, and marketing of sport and non-sport products through sport.

Whether its NASCAR, Tiger Woods Buicks, or the Cleveland Cavaliers offering a fan promotion, sports marketing is able to integrate the spirit behind a competitive sport with entertainment and an influential push to purchase products, become a fan or participate in an event.

Although I’m not a sports-minded person, I find myself being drawn to sports marketing. Above other forms of marketing, I think that sports marketing is edgy and modern, and in many cases uses humor, a characteristic in advertising that I’m drawn to as a consumer. I’m a big fan of the ‘This is Sportscenter’ television spots, great examples of humorous and effective marketing in the sports arena.

Sports marketing doesn’t come without risk, though. Nike backed Michael Vick until his arrest for cruelty to animals. The brand lost millions on the production of the Vick V Shoe, which never made it to the shelves, and possibly more in its brand image. Major League Baseball have never forgiven or forgotten the player strike in 1994, a dispute over wages for the multi-million dollar athletes. And, the refusal of Michael Jordan during the Barcelona Olympics to wear the official U.S. Olympics uniform because it was sponsored by Reebok#, not Nike, which was a spokesperson for.

This seems like a timely topic given the largest and most marketed sports event of the year, the Super Bowl, will take place in a few short weeks. As a self-confessed non-sports minded person, I still enjoy watching the Super Bowl, if only for the advertising. This year, NBC charging an estimated $3 million for a thirty second spot during the big game. Not only will these television spots garner the attention of more than 93 million viewers worldwide, but they will surely be the fodder for thousands of blogs and conversations around the water cooler for weeks. One of my favorite brands for witty and entertaining Super Bowl spots is FedEx.

Although I couldn’t find a link on YouTube for it, one of FedEx’s Super Bowl was simply thirty seconds of video color bars with the constant beep. The message at the end noted that the commercial didn’t make it to air on time because they didn’t use FedEx. FedEx just one of the heavy hitters for commercials during the Super Bowl. Budweiser, typically Bud Light, has become a mainstay of the event.

And in recent years, companies like CareerBuilder.com have occupied several spots throughout the game.

So, as savvy marketers, I’m curious to know your thoughts on sports marketing. Millions are invested into athlete spokesperson and even more are put toward event sponsorships. Does it work? In regards to the Super Bowl, is it worth brands investing millions in efforts like a Super Bowl? What are some of the more memorable spots from previous Super Bowls other sporting events that impressed you?

Hello, IMC World...its me, Maureen

Mon, 12 Jan 2009 07:09:48 EST

Welcome to the Early Spring 2009 semester of IMC! My name is Maureen Ater. Please call me Mo, everyone does. I will be serving as a student blogger for the IMC online community this semester.

Today marks my two year anniversary in the IMC program. It has been a challenging and exciting journey to this point, but the sweetest reward is about the come. I will graduate this May! I’ve found that all of the anxieties I had about completing an online degree were really of no concern once I entered the IMC program. The online community is very similar to the culture found in a traditional classroom. And, the access and communication with the professors was even more convenient than classroom settings. What was most challenging? The work load. Juggling full time work, family commitments and classwork can sometimes be overwhelming, especially if I was taking more than one course at a time. I found that the best way to handle the stress was to compartmentalize everything. I would repeat to myself over and over in my mind a countdown of just how many weeks and days were left in a semester. Nine weeks meant only eight or nine papers and only 45 posts. Thinking of it in that way, for me, made the work load more manageable.

My blog this semester will focus on variety of topics, including my past experiences in the IMC program, my current class (IMC 621 Current Topics), career experiences and personal anecdotes. I encourage you to comment on this weekly blog with your own thoughts and opinions. Hey, I’m just like you, I’m just writing about it for the world to read!

Just to let you know a little about me, I was born and currently live in Canton, Ohio, home of the Pro Football Hall of Fame. I completed my undergraduate degree in Journalism from Ashland University, with minors in Political Science and Radio/Television Production and Performance. For much of my career, I’ve worked as a marketer in the non-profit sector, most recently as the Vice President of Marketing Communication for our local United Way. One year ago, I got a call from the Publisher of the local newspaper with an offer to join his team. Since then, I’ve served as the Director of Marketing for The Repository and its other Ohio publications including two other dailies, a weekly paper and a lifestyle magazine. In my role, I’m responsible for special events, brand management, community relations and new product development. I serve as a volunteer of a variety of boards including Goodwill Industries, Project REBUILD, Leadership Stark County, Domestic Violence Project and YStark, which is a development program for young professionals in our community.

I’ve been married to my husband Patrick for five years. Although we didn’t date when we were in high school, he and I grew up just down the street from one another and have gone to school together since kindergarten. He is a middle school science teacher at a private school, and helps to coach soccer and Lego robotics. We don’t have any children, but instead focus on parenting instincts on our Toy Fox Terrier named Pip. We just moved to a new home and spend much of our time painting and redecorating the new digs. This winter we’ve broke the boredom of snow and cold by joining an amateur dodge ball league and helping with the ski club at Patrick’s school. The photo below is our dog and a photo of the snowfall we received this past weekend.

Working in the media is like working for any other company, although the media industry presents some unique challenges in this day and age. The transition of newspapers from a print to an online product forces us to embrace change and evolve quickly to react to the consumers wants and needs. The decrease of print advertising revenue has encouraged a diversification of our services. Magazines, specialized web products, commercial printing and serving clients as a full service marketing organization is the key to survival and success in the marketplace.

I mention this because I strongly encourage your thoughts on this topic throughout the semester. Marketing and media are an ever changing and developing industry. Let’s all embrace this change and enjoy the ride!