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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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Tips for a Great Discussion

Last week, I had the opportunity to help Jess Thompson conduct interviews with Pat Conway, the co-founder of Great Lakes Brewing Company and Bill Boor, the CEO. It was an awesome experience to see the brewery first-hand and learn how the company was founded. The brewery has picturesque red brick structures dating back to 1870 and was once located in a crime-infested area of Cleveland. After Great Lakes was founded in 1988, it became a catalyst that transformed Ohio City into the thriving area that it is today. As soon as I met Pat Conway, I could see the engaging, witty personality of the brand as he was cracking jokes throughout the entire interview.

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Along the way, I learned a few client interview tips:

  • Preparation is essential: Have background knowledge of what you will be discussing or else you’ll look as clueless as Patrick Star. In all seriousness, make sure your questions are to the point, unbiased and hit your goals.
  • Follow the flow: Follow your questions, but don’t change the subject too fast if the interviewee says something interesting. Ask unscripted questions to get answers you do not expect.
  • Be personal yet professional: The conversation is much better if the interviewer (or interviewee) is not a complete robot. Have fun, but don’t go so overboard that you come off unprofessional.
  • Make eye contact: Bring a note taker (me!) to take down the detailed answers the client says while you have an authentic conversation. Take brief notes as you go through each question, and make constant eye contact with the client.
  • Follow up: Most of the time, you wont have a chance to get through every single question and that’s okay! Follow up with the client for another interview in the near future. Chances are they want to interview again to give you all the information you need to create a great campaign.

Interviews are essential to understand the history, values and goals of any client who is working with an advertising agency. From interviews, agencies obtain a better idea of the brand’s personality and learn how to reach the brand’s specific target audience. It is important to talk to upper management, and employees from different areas of the company too. As Pat Conway said some of the brewery’s most innovative ideas come from his inside staff when he least expects it. Great Lakes puts a emphasis on its employees and loves to hear new ways the brand can make an impact in the community – especially with sustainability. I am looking forward to interviewing GLBC’s staff next week to discover their personal ideas on how to make GLBC thrive.

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.

 

 

 

It’s no coincidence that a band called The Who wrote a song called “Who are you?” Or maybe it is. We don’t know. But we do know this: your brand identity system—logo design, style guide, brand architecture, etc.—must be ruthlessly carved out of purpose. There should be a reason behind every aspect of your identity. The color. The font. The mark. Otherwise, your audience will be as confused about your brand as we are about classic rock.

—Brokaw, Inc.

What can I say, they understand! One of my favorite things about Brokaw is that the creatives here really have a handle on how to establish a brand. Whether it’s a witty restaurant or a beautiful, historic cemetery, this insanely talented team cuts right through all the blah blah that may cloud a brand’s identity and they transform it into a well-crafted and clear personality that is bound to connect with their target market. They just get it.

As a designer, I have always loved the expert-level sudoku puzzle that is brand identity work. The research it takes to find out hidden bits of information and history, the sketching and transformation of marks, the hunt for the perfect typeface that not only tells a story but also truly speaks to a brand’s personality. It’s one of the reasons I became a designer: I love the challenge.

I’m now in the eighth week of my Broternship and I’ve gotten the amazing opportunity to be a part of the team that takes a client through the identity design process. We’ve researched other business competitors in the area, brainstormed potential names, established what the brand will feel like and provide their customers, and we’re now in the stage of establishing the “look” of the company. It’s so exciting to have my own sketches considered for an actual place that’s actually opening in Cleveland soon!

As I’m designing, I love to look for design inspiration from sites like Pinterest and Behance. Here are a few of my favorite branding suites that I’ve gathered to my collection:


Follow the Rabbit

RabbitsHole_01 RabbitsHole_02 RabbitsHole_03 RabbitsHole_04


Verde

Verde_01 Verde_02 Verde_03 Verde_04


Honeywood

HoneyWood_01 HoneyWood_02 HoneyWood_03 HoneyWood_04


My final words on branding:

Great branding isn’t just slapping your logo on a few pieces and calling it a day. Making a system work together well enough to tell the story of a brand is hard work, but if you get it right it’s magical.

Stay beautiful,

Emily

Hi! I’m Erin, better known as Intern Erin to everyone here at Brokaw (I happen to be the 4th Erin to join the team). During my time here this summer, I will be the PR/Social intern and I’m so excited to be working with the Brokaw Earned Media team.

Here are a few fun facts about me:

  1. I’m going to be a senior at OU (oh yeah) in the fall
  2. I’m obsessed with posting/creeping on all forms of social media
  3. Coffee is my favorite food group
  4. I strongly believe there are few things better than looking at cute puppy pictures on Pinterest
  5. Watching E! News, Keeping up with the Kardashians, & The Real Housewives of O.C. makes me happy

Things I learned / accomplished / have been doing so far at Brokaw:

  1. I’m officially a fake adult, A.K.A yo pro (young professional) in Cleveland
  2. Working downtown is awesome. Especially in a brand new office equipped with a bar and patio located in Cleveland’s famed Warehouse District
  3. The people are just as amazing as the new space—I’ve met some of the nicest and most helpful people in such a short time
  4. My mentors, the Dream Team, Kelly and Angela are awesome
  5. So far, I’ve worked on social media audits, brainstorms, and composing social content

I can’t wait to see what else the rest of the summer has in store!

TTYL

Erin

As a kid everyone always asks you, “So what do you wanna be when you grow up?” And unless you were one of those born prodigies who knew that because you liked to stack blocks you must be an architect one day, you probably answered with the typical “I don’t know” response. And for awhile that answer was acceptable because this so called “real world” seemed like a million years away. Growing up my response was the typical “I don’t know,” then senior year of high school was coming to an end and it was crunch time to decide on the profession I was going to take on for the rest of my life (wow what a big decision to put on the shoulders of an overly confident, extremely dramatic teenager). While looking through the majors available to me at Kent State University, I stumbled upon Advertising. I read some of the courses I would be required to take, decided it seemed like a good fit and submitted my application the next day. Luckily I fell in love with the business and I finally have an answer to the question we have all heard a million times, “What do you wanna be when you grow up?”

So since I’d taken the majority of my classes (with only having my senior year of college left) I decided I should get a taste of this “real world” I have heard so much about. I applied to many different agency and was lucky enough to get a call back from the world’s best advertising agency (according to our moms). I am officially a Brotern at Brokaw Inc. and I am so excited to learn and absorb all that I can in the next 10 weeks. Although I haven’t gotten to meet everyone yet, with it only being my first week and all, I can tell that this is an insanely talented group of people who like to have fun. Aside from having to wake up before the sun, this is going to be a browesome summer… stay tuned!

A Day in the Life of Heather Phillips:

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As the Digital Media Brotern this summer, I have had an exciting start. From running around the streets of downtown Cleveland with Captain RTA to accompanying Katie at a breakfast conference, my intern tasks have been anything but typical. (Not to mention my two hour lunch break with the Brokaw bros.)

However, after stalking the “World’s Greatest Advertising Agency” for the past year, I must say that I knew this internship would be brokawesome.

brokawesome [ bro.kawe.some ] adjective – extremely impressive and extraordinary with a Brokaw twist

Also during my first, action-packed week at Brokaw, I believe I have officially become a coffee drinker—consequently I prefer the world’s worst coffee, which Brokaw has proudly served since 1992.

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Ok, now for some background…

I am a proud Ohio University alumna and recent E.W. Scripps School of Journalism graduate. After making the switch from quarters to semesters, I was in the first graduating class to leave the Journalism School with a degree in Strategic Communications (AKA Advertising and Public Relations combined).

At 22 years young, I am curious to discover what the agency world has to offer. I have been looking forward to this opportunity since I received a phone call from Kate offering me the position. Breaking into the “real world” doesn’t seem so bad when you have Brokaw and the wonderful people that work here to help you.

Always ready to learn and grow, this Brotern will be in touch!

Farewell my loyal viewers….you all (2 viewers) have treated me well!

Last week at Brokaw 😦

It is very disheartening to believe that 10 weeks can go this fast. Our (the best interns in the world) first day at Brokaw, a syllabus was put on our desks and the lists of responsibilities seemed to be vast. On top of that our mentors were piling work on us daily! New tasks and responsibilities was the driving force for our work. Now that everything is over we wish we had a little bit more to do and a little bit more time.

This week has been kind of slow but it started to speed up once we realized it was really ending! We have arrived at the end of the Fazoli’s food truck tour and it was a great success! We have participated in feeding people around the nation and providing support to Feed The Children. You can never beat a great idea that’s coupled with a great cause.

I am really happy that I did not publish this before the end of the day because THIS LAST DAY TURNED OUT TO BE THE BEST!

Why do you ask….even if you did not ask, I will tell you anyway!

The Brokaw Bros. offered me a job and they want me to think about it over the weekend…(don’t tell anyone but I am going to say yes)….I thought this moment over a few times in my head already…lol.

There is some type of cubical or desk with my name on it and I am stoked to be a part of a great and creative team. You haven’t heard the last of me yet!

Keep it sexy and saucy…lol!

A professional looking mug of my face. Oh what the timeless wonders of the black and white camera effect can do for me.

A Tid Bit About Lisa Lorek:

  • SCHOOL: Back in May, I graduated from the University of Dayton with a BFA in Visual Communication Design.
    Translation: I’m entering the real world now, smart and broke.
  • POSITION: Brokaw has hired me to be the Art Director Intern, which has already entailed a grand array of projects and clients—and in just a week. I have acquired a nice stack of manilla folders on my desk, involving both print and web design work.
  • FAVORITE CHORE: It’s been a rough life on the Cinderella side of things. Two hour lunch breaks. A new Mac to work on. Cupcakes. Free t-shirts. A couple of segments on the local news. I don’t know where to begin…
  • FAVORITE AD: Back in high school, my friend introduced me to the Terry Tate ads for Reebok. I was instantly addicted. It was very quotable and can still make me laugh years and years later. “To be honest, I wish Reebok sent us 10 Terry Tates.”

First post done. GO THUNDER!