This blog is all about how my classes have affected my performance in accomplishing specific tasks at the Marketing Department at Phoenix Children’s. Let me first start off with the more obvious discipline Business. During my studies for Business I have taken a lot of classes relating to Management, Communication but nothing relates as much as my studies in Marketing. Probably the theory that I use the most from my Marketing class to the workplace is concept of “Brand” and “Brand Recognition.” Establishing a good brand is a way for a Business to be better recognized by the consumers in a good way according to an image, logo, slogan, and ext. anything that “represents” a company and receives recognition by our consumers is part of your “brand.” The Sports Pediatric Medicine Program is struggling with brand recognition because it is still new and many people don’t know about it. So if I were to say “PCH Sports Medicine for Young Athletes” you could probably figure it out if you read critically and thought about what it probably means, but if I said “Cherry Pepsi” you know the company, logo, the can design and probably even the exact way that it tastes. That is an example of really good “Brand Recognition.” A lot of people think that Branding is easy but it very carefully monitored and established over a long period of time. This theory is really complex and would require me to go on for pages so I am going to move on. The next theory that is required from me is a unique one. “Guerilla Marketing” is a term to describe Marketing techniques that are “untraditional.” These are extremely important especially with a company that is Non-profit because of the lack of funding available. Low-cost strategies that I have employed since I have been here is drive out to different children sports centers in Arizona and ask for their involvement with them in exchange for free orthopedic services at events and weekly check-ups by our physical therapist.
The next discipline is Creative Writing and the glory of discussing why it is important is because I get to say to myself “Why isn’t this important.” People underestimate the amount of writing that business people do on a daily basis, and it has been my impression that managers complain about the usual lack of editorial and creative use of language many of their employees posses. Therefore, I will list two theories that I have learned in writing, however there are thousands of theories pertaining to the English language which are impossible to cover in this blog.
Audience: Is important because you have to focus what you’re writing to appeal to a certain audience such as announcements at events, commercials and others.
Tone: When writing internal publications especially in today’s market it is important to remember the type of tone that you use and make sure that it is positive.
Again these are only four of the thousands of theories I could apply to what I am doing at my internship.
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Guerrilla marketing was a great choice for applied theories. I think it is an extremely creative and innovative advertising tactic. Did you happen to hear about Arby's guerrilla marketing campaign? They put Arby's hat balloons over existing billboards (ie: local news anchors) to coincide with their "I'm Thinking Arby's" campaign. Brilliant! I definitely agree with you that people discount creative writing as a concentration. It is extremely necessary to the business world, especially in marketing. I don't know why more people don't make that connection. I guess we creative writing/marketing people think outside of the box. Your internship sounds like it is going really well and you are having a lot of fun. I'm looking forward to reading more!
ReplyDelete-Apryl Melançon
Matthew,
ReplyDeleteVery interesting entry! My internship is at a non-profit preschool which is operated by a church. They also encounter the advertising problems you described; limited funding and brand recognition. To stretch their advertising dollars, they try to find ways to piggyback their message onto other church and community related advertising.
I witnessed an example of the power of deliberate business writing during one of the parent’s advisory meetings. The current parents offered some very good insights into how the school could repackage itself to today’s market. The school has been in the community for 28 years, but the average homeowner has been here less than 10, so they do not necessarily have that long-term brand association that was prevalent when the school and the community were newer and smaller.
I already mentioned this to another student, but I have a book to recommend to you. It is “The Tipping Point” by Malcolm Gladwell. It is an easy read, but very thought provoking, I think, especially to someone in your field. The jacket explains the premise of the author this way; “The Tipping Point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.” I think you might find it relevant to the process of branding and promotion of the sports medicine program at Phoenix Children’s. Best of luck. - Norene Green
Those are some neat theories and concepts. I guess there’s a lot more that goes into a brand than you would think. “Guerilla Marketing” sure is an interesting term. It sounds like you have to be creative to use this kind of marketing and learn how to think outside the box. I remember having to use audience and tone in my English classes but I’m sure it’s even more important to get them right in the work place. It’s definitely a good idea to have really good writing skills. It seems like employees don’t have much of an imagination these days which is really sad. I hope you continue to have a good semester.
ReplyDeleteHello,
ReplyDeleteMarketing seems like an interesting field to be in. Coinciding that with Creative Writing, and it seems like you're in a great place to prepare yourself for clever ideas. It seems like you would constantly need to be on top of your game in this field, even more so in the area of "brand recognition" it seems. Quite the task! Best of luck to you!