Archives for category: Awesomeness

For the Most Exciting Summer in The Land!

Summer 2016 has quickly come to a close and the sun is setting on my summer internship at Brokaw. As sad as that may be, I have gained invaluable skills in different facets of advertising (and life) that I will never forget. This summer has been FILLED with learning and opportunities that I never even imagined. Before interning at Brokaw, I was intimidated by advertising and having a full-time, fast-paced job as a whole. Now, I can confidently say, pursing a career in advertising is my true passion!

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Whether it was calling RTA partners, interviewing employees at GLBC or creating text for UH Facebook ads, I was constantly busy, but in a good way! I learned how to manage my time between different clients and internal agency work. I also learned as an Account Service intern how valuable the relationship is between the client and agency. Staying organized and on top of tasks for clients is essential to creating great work and building genuine relationships.

What am I going to miss most? The people.

Everyone who works at Brokaw has welcomed Lindsey and I into their huge Brokawesome family. Everyday, I looked forward to working just so I could get to know each team member a little bit better. I LOVED the employee internviews! The internviews allowed Lindsey and I to get to know everyone personally, plus we always ended up laughing at everyone’s silly answers. In their defense, we had very weird questions. I mean who asks, would you rather fight 1 horse-sized duck or 100 duck-sized horses? I made the best memories during those internviews.

I am so thankful that I had this opportunity to discover and deepen my passion of advertising at Brokaw. The internship program is truly one of a kind, as everyone cares so much about the interns! Zorina with her bubbly personality and contagious smile was the best mentor. She always was looking for new assignments so I could gain as much experience as possible in different areas of advertising. Jess Thompson was an awesome partner in crime for the GLBC account, I learned how to build a brand platform and laugh along the way during our GLBC interviews.

Interning at Brokaw has been one of my dreams since I was a freshman in college when Brokaw’s name was brought up during an advising meeting. I studied Brokaw’s work and immediately fell in love with the culture and humor. I dedicated months to creating a Brokawesome application, which was worth every second. When I got an email from Brokaw to set up an interview, I was jumping up and down with happy tears streaming down my face. Looking back, I had no idea how much I would grow personally and professionally.

Thank you, Brokaw for believing in me from the start and helping me excel way beyond my original expectations. Thank you for the most invaluable summer spent building great friendships and challenging myself along the way.

And, hey, I’m not that sad yet because we’re totally going out with a bang for our “Brokrawl” Bar Crawl later today!

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The opening ceremony of the 2016 Rio Summer Olympics is tonight, but advertisements for the 16-day worldwide competition started many months ago. Every brand, especially the sponsors, is striving to make an impact to one of TV’s largest audiences.

The Olympics is very similar to the Super Bowl because advertisers have a huge TV audience, which drives competition for brand exposure with expensive TV spots. The games dominate primetime for 16 consecutive nights, and brands have to be in the Olympics if they want to reach their consumers in the third quarter. However, advertising to a worldwide audience comes at a very high price. For example, NBC has surpassed $1 billion in national advertising including broadcast, cable and digital sales.

The 2012 London Olympics had a reach of 3.6 billion, and the Rio Olympics are expected to draw an even larger audience with cable, live streaming and even virtual reality programming. Now, you can feel like you are at the games with 360° storytelling without buying an expensive plane ticket (or contracting the Zika virus).

Of all the advertisements that are constantly flooding our screens, the Olympics have some of the most passionate, inspiring and powerful ads that I have ever seen. Each athlete has a personal story of failure and triumph that can easily be tied to a brand to make an emotional impact. These messages, whether funny or serious, resonate with us beyond the worldwide competition.

Below are my three favorite advertisements from the 2016 Rio Olympics.

P&G “Thank You Mom”

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This ad is one of the most emotionally relatable commercials that I have ever seen simply because moms are the best. I can’t watch this ad without tearing up because it’s obvious most moms do ANYTHING to help their child achieve their dream. The tagline “It takes someone strong to make someone strong” is powerful and resonates with viewers in a relatable way because moms have been our rock all along.

United “One Journey. Two Teams”

This commercial is more amusing than anything as we all can relate to running through the airport to catch a plane. At least these Olympians make it look graceful while performing their own stunts. I loved how creative the ad was at showing the athletes’ talents to catch a flight in time. The 60-second spot promotes United as the official airline of Team USA for the 2016 Olympics.

Samsung “The Chant”

This commercial hits close to home for me, as I have friends from South Sudan because of my involvement with The Lost Boys of Sudan. They are the kindest people on the planet and they’re finally getting a well-deserved first appearance in the Olympic games. Samsung created a compelling commercial about how much joy the 19-year old runner, Margret Rumat Rumar Hassan, is bringing to the newly independent country. How inspiring is that?

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All in all, it’s an exciting time of the year for sports fans and advertising enthusiasts, like me. I am most looking forward to for the 2016 Olympics are the commercials (and Kyrie Irving, of course, representing The Land all the way in Rio). While everyone else will be fast-forwarding through commercials, I’ll be paying special attention to those that inspire and impact me like the ones above.

By 2018, 69 percent of total Internet traffic will be video. Every minute, 48 hours of video are being uploaded to YouTube. From 2012 to 2014, mobile video views increased by 400 percent.

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These facts are hard to ignore when video is taking over the world as it holds the highest CTR of all digital advertising formats. But how can brands turn these statistics into forms of engagement with current and potential customers? How can brands constantly create content to combat the Internet’s flood of video content? How do brands master the infamous viral video?

So many questions yet so little time to create interactive, high quality videos! Videos have exploded on social media because they are so engaging, especially User Generated Content. Think about GoPro (Case Study), as the brand mission is to capture the user’s most exciting and extreme moments. Hours upon hours of GoPro footage have been uploaded to YouTube to share experiences with current and potential customers of the brand. These customers directly market the brand through UGC, which builds a huge momentum of exposure for GoPro to go beyond a restricted snowboarding or surfing brand. The views of the UGC turned branded content have directly increased with the company’s sales. Brands need to learn from companies that are using their trusted and personalized UGC and earned media for advertising purposes. If brands can accomplish that feat, they will thrive in the flood of videos taking over our social channels.

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Secondly, how do brands create enough content to stay current with the trends and compete with the billions of videos on the web? It’s not enough to simply be creating meaningless content, instead, brands need to be consistently creating and sharing great content. Unfortunately, there’s no quick formula to make amazing, engaging content. Brands must completely understand their own personality and how it can provide value to their potential or current customers. An audience analysis, content audit, competitive analysis and content planning are essential steps in the process to determine how the brand’s videos will positively reach the audience. All of these strategy and planning steps eventually lead to content creation that’s interactive and easily sharable. Check out these great examples of content marketing to get started!

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Lastly, brands can conquer the viral video by simply changing their approach. Again, UGC or ‘found footage’ must be utilized to humanize branded content. For example, Android’s viral “Friends Furever” was composed entirely of UGC of unusual animals interacting with each other and was the most shared ad of 2015. Brands can now find previously existing UGC that can be molded to fit a brand’s ethos. Instead of paying an agency millions to create a commercial with expensive celebrity endorsers, brands can now choose relatable, realistic videos.

A brand that does not use video marketing is like eating a PB&J sandwich without the jelly—it just doesn’t make sense and it gets you nowhere. Our digital world is expanding and there’s not much room for growth without video content marketing. Brands can easily reach and engage with their target audience if they take advantage of UGC, create a content strategy, and just possibly, conquer the viral video

Throughout the past few weeks, I have had the opportunity to contact RTA’s partners about donating event giveaways for the 40+ events RTA is hosting this summer. Most of my communication with these partners has been over the phone, which has been much harder than I originally expected. However, the process has gone smoother as I have gained more experience in how to make these calls personal and beneficial to them.

Below are a few pointers that I have learned along the way (with pet memes inspired by the adorable kittens that visited Brokaw today courtesy of the Cleveland APL):

  1. Write a brief script
    • Have a good idea of why you are calling and what you plan to say. Awkward silence is the WORST over the phone, especially if you have not previously met the person you are calling. Writing a script will make you confident on hitting key points in the conversation. However, do not read directly off your script like a robot. Instead, make your conversation personal just by briefly discussing your notes.

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  1. Call at the right time
    • Avoid calling on a Monday when people are slammed with work or a Friday when they are wrapping up their week. The best time to call is Tuesday through Thursday either early morning or late afternoon.

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  1. Be Confident
    • Attitude is everything when it comes to going out of your comfort zone to call someone that you’ve never met. Your positive (or negative) attitude is easily displayed in your voice and sets the tone for the conversation. Go into each call with a positive mindset by thinking “I can do this!”

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  1. Introduce yourself/explain why calling
    • You’ve got about 10 seconds to prove that you are worth talking to so be quick to introduce yourself and explain why you are calling. Prove to the person on the line that they could benefit from the conversation.

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  1. Always follow up
    • Leave the call on good terms and immediately follow up through email. After calling RTA’s partners about the summer events, I send them specific details about the dates and times so they can discuss the opportunity with their marketing team. This also keeps me fresh in their mind in a written documentation of what we discussed on the call.

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  1. But don’t abuse the relationship
    • Be patient and give each partner time to think over what you talked about on the phone. It may take many attempts for them to make a solid decision or even answer the phone at all. Do not bombard them with emails, phone calls and voicemails. Instead, give them time to consider their options with their team by spacing out your calls
  2. Keep track of your latest activities
    •  Avoid making the mistake of awkwardly calling a partner when you just talked an hour before. Keep track of the latest status of your call with each partner to stay organized on the latest updates.

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Slowly but surely, I have experienced success in not only reaching clients, but also receiving event donations for the RTA. I am no longer intimidated by calling someone I don’t know and asking for their help. I’ve definitely made the right calls by following my helpful tips.

 

 

 

As we all know, the Cleveland Cavaliers made history in our city in the thrilling NBA Finals Game 7 coming back from a 3-1 lead by the Golden State Warriors to defeat them 93-89. That night, the 52-year major league championship curse on Cleveland sports reversed as “the block” replaced “the shot,” “the drive” and “the fumble” once and for all. Excitement spread throughout the city and it has been electrifying to see the dedicated fans of Cleveland finally get what they deserve. Of course, social media erupted with videos of the team’s reactions, posts from overjoyed fans and even a congratulations tweet from President Obama.

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The wave was explosive, even if you weren’t a Cleveland sports fan; you wanted to be in that exhilarating moment. Since the unforgettable victory, brands have been trying to ride the wave of congratulating the Cleveland Cavaliers on accomplishing the nearly impossible. At this point, it’s almost overdone by brands now, as I have seen SO MANY posts about how brand X supports the Cavs.

However, one particular brand stands out as a leader in riding the victory wave, especially because they posted their content IMMEDIATELY after the intensity of Game 7 was finally over. Nike released “Worth the Wait,” a powerful new commercial in honor of Cleveland sports fans via Twitter. It’s almost like they knew the Cavs were going to win J. As LeBron and Kyrie are signed to Nike, this move was almost as clutch as Kyrie’s 3-point shot that led the Cavs to the big win.

If you haven’t seen the video, do yourself a huge favor and watch it now: https://www.youtube.com/watch?v=QWGgMbcTbFk. In one minute, the video captures the heart and soul of why Cleveland fans are so dedicated to their sports teams and how great it feels to finally be champions. I still get chills seeing the faces of the emotional young and old fans that have waited years upon years to be champions.

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Riding the wave is essential for any brand to make an impact on social media engagement. Here are three ways to do it successfully (just like Nike did with “Worth the Wait”):

  1. Timing: Nike had the best timing by releasing their previously filmed content immediately after the Cavaliers’ title was announced. The result of the NBA Finals was fresh in everyone’s mind and they could easily relate to the commercial.
  2. Relevant Angle: Nike knew their audience perfectly when creating this advertisement. It was relevant, interesting and engaging to watch as a NBA and/or a Cleveland Cavaliers fan.
  3. Social is about people not logos: Nike does not expose its logo until the end of the commercial. The ad focuses on Cleveland sports fans with real human emotion wearing Cavaliers gear and reacting as the Cavaliers make history.

Nike followed these criteria and stood out against other brands that were late to the party (or parade) of congratulating the hardest working team in the NBA. Since the videos release, it has been liked 70 thousand times on Twitter and viewed 2.4 million times on Facebook. Nike successfully rode the victory wave by allowing every viewer to understand how meaningful this championship is to The Land.

 

And I’ll just leave this one here:

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Now that my internship is coming to an end, I have mixed emotions.  I’m so happy I got the experience to work with the most creative, smart people, but I am also sad that my broternship is over.  I could not be more thankful for all that Brokaw has given me.  I have learned so much more than I ever imagined and made some of the best friends.

With that being said, I would like to share with you three of the top moments from my broternship.

1. Pitching to radio stations:

This was the most challenging task I had to complete.  It was frustrating pitching to a bunch of contacts and getting few replies.  But after pitching to so many contacts, one said they were interested in my pitch and mentioned our client on the radio!!!! I call that a success!

2. Bags, BBQ, and Broterns:

This was a farewell event the Brokaw brothers threw for all of us broterns.  We had an agency corn hole tournament, ate lots of BBQ, and drank beer.  It was a fun way to get to know and have fun with everyone at the agency.  By the way, Jayme and I were semi-finalists in the tourney, if you were wondering.

3. Brotern Interviews:

This was the best project!!!  We had to interview everyone in the office as part of our broternship.  It was a great way to meet everyone.

Lastly, I would like to shout out my mentors Kelly Gentile and Angela DelBrocco for being patient with me when I didn’t know how to do something, taking the time to teach me new things, and making me feel like part of the PR/Social team.  Also thank you Brokaw brothers and everyone else at the agency for making this summer the best!  I will miss all of you!

Oh and if any of you happen to read this feel free to visit me at OU this semester—I live on Court St…….enough said.

See you later,

Erin

I did it!

It’s my last day at Brokaw as an intern and the time seriously flew by! I jumped the gun a tad and wrote a “wrapping-up” post last week about how amazing my time here was (check it out), so this week I’m just going to recap one of my favorite experiences of the week.

Yesterday, I got the opportunity to head to BurkleHagen’s downtown studio for a food shoot! Their space is seriously so amazing—It’s the perfect dream apartment space with a great view of the city, and it’s decorated flawlessly:

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Brokaw teamed up with BurkleHagen to do some food photography for a BBQ joint. I was a little amazed that It took all day (8:30-6:30) to get 5 shots in! It’s crazy how much fuss is made over the perfect angle of a piece of chicken, the right amount of glisten on a bbq sauce-drenched piece of brisket or a drip of cheese down the side of a ramekin of macaroni.

But that’s the kind of stuff that makes creatives so great. We have that eye for the perfect shot. We can spot the little details that a normal restaurant-goer can’t.

I loved being a part of the shoot because this environment wasn’t one that I have ever stepped foot in. I always dabbled in photography and wished that I had spent more time behind the camera while I was in school, but I don’t feel like I’m missing out that much because of opportunities like this that designers get to help out on. Gabes and Mike (an awesome designer and an amazing designer/digital guru combo) were the lead creatives on this shoot and it was so great to watch them intently staring at every detail. I learned a lot from them as well as from Andrew Burkle on the shoot.

My favorite part of the day was getting to leave my mark (in bbq sauce) in a social image:

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Thanks a ton for having me, BurkleHagen!

To Brokaw,

Thank you, again, for giving me the incredible 10-week opportunity to immerse myself in everything you do. I’ve enjoyed every day of my time here, and I am so grateful that you took a chance on me. To everyone that mentored me (Steve, Mike, Holly) and especially to Tim and Gregg, thank you.

I’ll be back, Brokaw.

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I was very anxious about pitching to the media during my internship, but after tons of help from Brokaw’s Public Relations Associate—Angela DelBrocco, I finally feel comfortable completing this [sometimes] daunting task.  This past week I had the opportunity to pitch to the media about an up-coming event for one of our restaurant clients.  I quickly learned writing a pitch in school is very different than writing one in real life.  When you write a pitch for a class, you do not actually send it—and you do not actually get a reply.

With a ton of help from Angela, I crafted the perfect pitch and I would like to share a few tips I learned from her and the PR team here at Brokaw!

  1. Pitch in the Morning:

Most media contacts are busy throughout the day, out on assignment, on-air or in meetings. The one-time where you might be able to catch them at their desk is in the morning.

  1. Do not Pitch on a Friday:

 Media contacts have tight deadlines. Most of the time, whether you’re pitching to a TV and radio stations, or newspaper and online editors, those deadlines fall in the beginning in the week.

  1. Leave enough time between the Pitch and the Follow-Up:

 It’s so important to not become spam to a media contact. They are busy people, give them at least a week or two before you follow-up.

  1. Customize each Pitch to fit the contact you are pitching:

 It would be a lot easier to send a generic pitch to every media contact—but that won’t get you anywhere.  It is best to research the contact’s latest stories, topics they write about, etc. to make sure they would be interested in your story. It’s then important share that relevant information with the contact, explaining why this story would be a good fit for them. Make sure to angle the story in a direction that would work for their interests if it’s not an exact fit.

  1. Reply right away:

The 24 hour rule doesn’t apply here!  Like I said before media contacts are busy people so it is best to reply/answer their questions right away. Media professionals work on tight deadlines, if you don’t respond quickly to get them with what they requested, they will move on to an alternate expert/source who will.

After my experience with pitching, I realized the only way to get comfortable with something new is to start doing it a lot.  After pitching all morning long—I continued to pitch the entire week—basically on my own!  Thanks to the PR team here, I feel a million times more comfortable with pitching and even feel confident doing it on my own (can’t believe I just said that).

How did you rid the first-time-pitching jitters?

-Erin

Unlike any other outlet, social media helps level the playing field for small companies and large corporations. In 2013 Unmetric did a study where they recorded, analyzed, and ranked the top five beer brands according to their quality of engagement. They recorded the average reply time, amount of posts per day, and even broke down which posts were proactive, replies, and original content.

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Above are Unmetric’s top five brands on Twitter according to engagement, and much to my surprise, names like Coors and Busch didn’t make the list. Dogfish Head, New Belgium, Stone Brewing, Sierra Nevada and Brooklyn Brewery are all microbreweries. On Twitter Dogfish and Sierra Nevada aren’t even verified accounts! The Engagement Score allows Unmentric to focus on quality over quantity, so a page with a smaller fan base can still run with the big dogs. So for example, in the study Miller Lite scored the highest average engagement followed by Sierra Nevada, yet Budweiser sent out the most posts within the period analyze. Brands who utilized resources like Twitter and Instagram were better able to spark profound connections with consumers regardless the company size.

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Unmetric ranked the breweries by taking the number of Likes, Comments, Shares, and estimated impressions and calculated their overall score. Admittedly, the U.S. craft beer movement has acquired a significant amount of momentum over the past few years, but I think the majority of the credit should go to the quality of engagement these small shops are producing. Good job social! Gold star for you! You’ve shown that sometimes quality over quantity rings true.

-LNB

You asked for a day in the life of the Broterns, so a day in the life of the Broterns is what you’re gonna get. Wait, what did you say? You didn’t ask? We’ll pretend like we didn’t hear that!


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Erin: Ugh, I had to park so far away.

Dan: At least it wasn’t raining when we got in… although it might’ve been raining shattered glass. I saw a few pools of that down in the pit.

Emily: Remember the day the pit was literally a pool? #poolpartyinthepit

Lindsey: I don’t know what you guys are talking about #RTAluv


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Erin: Looking through the windows to see if I can wave to any Brokaw employees. I usually can’t see any, with the exception of Tim.  Hi Tim!

Dan: Those banners still make me laugh my ass off.


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Erin: Favorite Brother is a great follow on Instagram, they posts cool pics/videos.

Dan: Erin you know I don’t have Instagram. Let it go.

Emily: The new doorbell is a nice addition. Who wants to play ding dong ditch?


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Dan: That Loch Ness monster in the top right perfectly describes the speed of my laptop this week.

Emily: Wanna talk about laptop speed? I literally need to force quit life.

Lindsey: Look at that AAF volleyball poster! The design looks so good, it’s like it should win an award or something…

Dan: Very subtle Lindsey…


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Erin: Just squishing Jack’s head. brb.

Dan: #NormCore

Emily: What’s #Normcore?? I love this though.

Dan: It’s like the boring adult-version of hardcore. I think the kids say it. Maybe not.


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Erin: Joke gone bad! AH!

Dan: Joke gone great.  I’m so happy our ‘brotern breakdown’ emails now have a logo. #HumbleBrag

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Erin: I’m totally the Cady Heron in this situation…Dan bullies me. bye.

Dan: C’mon now… that is so not fetch.

Lindsey: Why should Caesar get to stomp around like a giant while the rest of us try not to get smushed under his big feet? What’s so great about Caesar? Hm? Brutus is just as cute as Caesar. ‘K, Brutus is just as smart as Caesar. People totally like Brutus just as much as they like Caesar. And when did it become okay for one person to be the boss of everybody, huh? Because that’s not what Rome is about. We should totally just STAB CAESAR.

Emily: Omg. Dan was throwing some major shade today!

Dan: Keep it up girls and you won’t be getting any candygrams this year.  I’ll just send them all to Glen Coco.


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Erin: ~Artsy~

Lindsey: Much art.

Dan: It’s my hour of sunshine.  I treasure it every morning.

Emily: The plants keep us sane. #brokawrainforest


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Emily: This was my first time on a trolley!

Erin: That man is totally photobombing us!

Lindsey: Welcome the newest Brotern, Tommy. He never sets down his phone which is obnoxious, but other than that he’s pretty great!

Dan: #BlessHisHeart #TommyGoesBrokaw


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Erin: Thx RTA for the free lift.

Dan: It’s not free if it costs a smile.

Lindsey: RTA! RTA! RTA!


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Erin: Stopped in the Cleveland store!

Dan: *for “RESEARCH”

Emily: **and inspiration!


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Erin: This is embarrassing, but for the longest time I referred to East 4th as “the street with the lights.”

Dan: ~The More You Know~

Emily: Also my first time on East 4th… Do I even Cleveland?


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Erin: This is not my good side….no pics PLZ

Dan: Emily I CAUGHT YOU. No paparazzi. My life is too fabulous for the cameras.

Lindsey: I imagine I said something like “Now hold the phone!”

Emily: SO classic.


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Erin: Hey Noodle Cat, you rock never change.

Dan: *Except your serving speed. You can change that.

Lindsey: *Insert stomach growl*


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Erin: I got steamed buns and I cannot lie

Dan: I should’ve ordered the Dan Dan noodles…

Emily: SO GOOD. Thanks for the like, @brokawinc!

Lindsey: Emily this pic… so adorable… I can’t even deal.


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Erin: Cracked my screen. G2G. Crying.

Lindsey: Poor bb 😦

Dan: Erin, i’m pretty sure without social media you might wither up into a tiny little mothball.

Emily: I would cry if that happened to me. #KnockOnWood


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Erin: See you tomorrow Brokaw!

Dan: Bye Jason.

Emily: Such a good day!

Lindsey: Until tomorrow!


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Emily: Accurate 4:00 life.

Dan: can’t…breathe…dying…