Archives for posts with tag: intern

This week, history was made in the Land. The Cleveland Cavaliers won the NBA Championship, ending Cleveland’s 52-year drought and bringing happiness, glory, and 1.3 million people to our city on the lake. I was lucky enough to see the excitement of game seven firsthand. When the buzzer went off in the fourth quarter, the city exploded. It was louder and more intense than anything I’ve ever witnessed: screams, tears, drinks flying, hugging, dancing, shirts waving, and high fives all around. As I walked from my viewing spot to Quicken Loans Arena, chants of “Let’s Go Cavs!” echoed across the streets. This was only the beginning.

On Wednesday, Cleveland hosted the championship parade. The scene downtown during game seven was nothing compared to the parade and rally—bringing an estimated 1.3 million people to a city with a population around 300,000. With fans swarming the streets and blocking the parade routes it took more than five hours for the team to make it through a one-mile parade route to the rally zone near the Convention Center. Confetti sprinkled the famous Cleveland skyline and people scaled buildings and sat outside windows stories high just to get a glimpse of our championship team. It was an extreme outpouring of love for them and the city of Cleveland.

You might be wondering what this has to do with advertising. Cleveland fans spend days allowing this team in their living rooms, bars and restaurants. They watched the team evolve with LeBron, without LeBron, and were there with tears and celebrations for “the return.” As a city, they got so close to the championship they could finally taste it. Their faith was tested. And this week, they rejoiced in celebration after emotionally counting down the minutes waiting for them to succeed or fail during sixteen long games. It’s a great story. It’s a Cleveland story.

And storytelling is essential to advertising. There are many forms of storytelling, but the Cleveland Cavaliers perfectly followed the narrative of The Hero’s Journey. Quickly, the Hero’s Journey begins in the ordinary world with a “call to adventure” (enter the NBA, win your hometown that championship.) What follows is the hero’s “refusal of the call” (I’m taking my talents to South Beach) and eventually a “meeting with a mentor” (The Heat) who provides the hero with training and advice to help them on their journey. Then, they “cross the threshold” (welcome home LeBron) and “find allies and enemies” (love and hate in Cleveland fans). They “prepare for the ordeal” (…twice) and finally take possession of the treasure! (2016 Champions!) The “road back” (flight home from California with Cleveland’s most prized-possession) and the “resurrection” (a moment of rebirth, once again the King of CLE.) Finally, “the return” (not that one), where the hero returns home and has the power to transform the world as we know it (1.3 million people waiting to see LeBron, his team and our trophy.)

1.3 million people arrived to celebrate with this team because they’ve been a part of their story; they’ve watched the 2016 NBA Champion Cleveland Cavaliers brand be built—52 years in the making. They care.

We’ve entered the era of consumer empowerment. Brands need to do more than communicate outwardly to their audience. They need to tell stories, entertain, educate, inspire and touch lives.

The Cavaliers team does an exemplary job at delivering what the audience wants. They give us a great product to watch on the court but extend the story off the court as well. By utilizing social media we have an opportunity to be a part of their lives both on the court and at home. They’ve shown us the celebrations, created inside jokes with us (Lil’ Kev), and let us see the world from their perspective. We get to experience this story through the players’ eyes.

Our involvement allows this Hero’s Journey to resonate with us deeper than most. We’ve invested ourselves in this team, and it’s become a part of us. We felt the anguish watching the buzzer slowly count down, we crowded the streets in celebration as the team flooded the court, and we cried with JR as he gave a heartfelt speech about playing for his family. The emotional rollercoaster is what connects us with this team, and motivates us for the future.

The Cavaliers team has told its story. Through them, we’re encouraged empower ourselves and write our own story. It’s our call to action – show that no matter our struggles, Cleveland is a success story. How will you respond?

 

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Big thanks to my editor, Kelly Gentile.

 

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During the past two weeks, I have heard many acronyms used in different contexts. Each time I hear a new one, I write it down in my notebook to look up later. I never realized how many acronyms are used in the day-to-day agency life!

Below are the eight advertising acronyms I learned at Brokaw during my first two weeks:

  1. CTA
    • Call to Action: the backbone of advertising. A CTA includes words that give the audience instruction to provoke an immediate response or action. Without a CTA, advertising leaves the audience with no direct way to respond and is ineffective.

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  1. RFP
    • Request for Proposal: a document created by a business to request bids from advertising agencies when extra funding is available for a project. Brokaw often receives requests from clients to join a bid for a new project opportunity. A lot more work than I thought goes into these!

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  1. KPI
    • Key Performance Indicator: measures how well companies, business units, projects or individuals are performing compared to their strategic goals and objectives over time.

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  1. DMA
    • Designated Market Area: geographic area in which the radio and television stations in that city account for a greater proportion of listening or viewing public than those in neighboring cites. DMAs are defined by Nielsen Media Research to identify the best markets to target.

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  1. EOD
    • End of Day: often used to designate the time something must be completed. EOD is traditionally around 5 p.m. but many vary depending on the company or client needs.

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  1. CTR
    • Click through rate: a ratio showing how often people who see the ad end up clicking on it, used to gauge how well keywords and ads are performing online. A high CTR indicates that users find the ads helpful and relevant.

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  1. SEO
    • Search engine optimization: the process of maximizing the number of visitors to a particular website that ensures the website appears high on the list of results returned by a search engine.

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  1. ONEWS
    • Oh no! Not another newsletter: the weekly newsletter Brokaw sends out to their clients and employees about current industry trends that relate back to advertising.

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Acronyms are essential to understanding and staying up to date with the fast-paced environment of an advertising agency. As an intern, I am trying to learn as much as possible about the different aspects of advertising shown in these acronyms above. It is important to know these terms, ask questions if something is unfamiliar or use good old Google for a quick refresher.

My first week as an Account Service intern at Brokaw is coming to a close and I can confidently say that I have learned more in four days than I have in 21 years. Waking up early for a full-time summer internship is not always easy, but it has been at Brokaw. I am actually really excited to come to work in the morning and that’s really saying something because I am NOT a morning person whatsoever.3724d1a3a1f4cbdbd2ca91e5da217d08

Each day is a new surprise, whether it’s sitting in on face-to-face client meetings or discovering new lunch spots around Cleveland like Constantino’s Market or Cleveland Chop. Everyone has been so welcoming and friendly, which makes the days go by much faster than they normally would. I look forward to getting to know everyone in the office better, especially during the intern-views. I have been carrying around my notebook with me everywhere I go to stay organized on the many different projects that I will be helping out on this summer. Of course, it has the clichéd quote on the front of “Life isn’t about finding yourself, it’s about creating yourself.” However, I think there is no better quote to define this summer as an intern at the agency I wanted to intern at since my freshman year at Ohio University. After only four days, I have realized that I love the fast-paced yet welcoming culture of the advertising world, especially at Brokaw. I mean, sometimes I have to remind myself that I am actually working and not just having fun! I cannot wait to see how much I grow this summer as a brotern!

It’s my first week interning (ever), and my brain is so full of analytical knowledge. When I shut my eyes, it’s like the matrix code on repeat. Just kidding, but really, I’ve never crunched so many numbers. Even though my brain has processed so much information, digital analytics is still fun. I’ve learned so much about different analytics resources and how to use them. Reporting data is neat because I can tell a story with numbers. (Phrase credit to Jack.)

In addition to analytics, I’ve gotten to sit in on several meetings and learn about Brokaw’s clients and do some media research. Overall, I’ve been enjoying it, but my favorite part of working here is the people. Everyone is so nice and fun, and extremely helpful. I’m learning from everyone, and it’s great.

Since moving to Cleveland and starting my internship, these are the top lessons I’ve learned:

  1. For future ad majors: REMEMBER YOUR ACRONYMS. Seriously. Flashcard that stuff. You really use them. (CTR, CPC, CPM, etc.)
  2. Cleveland traffic is terrible. I’m used to small town traffic, so Cleveland one-way streets and the amount of people is chaos. Leave early to be on time.
  3. Ask questions. You learn so much from asking people with experience about anything. You might think you look like this:

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But you don’t.

  1. Check the weather before you pack. Cleveland may say 75 degrees, but there’s a negative 15 wind-chill even in the summer. Always carry a hoodie.
  2. Take an analytics class in college and learn different programs, even if you don’t think you want to get into social/digital analytics. It’ll help a ton.
  3. Brokaw has a pretty good volleyball team. #TeamworkMakesTheDreamWork

Facebook Insights give brands the opportunity to enhance their posts based on the learnings and craft optimal social strategies. For social media professionals and content marketers, Facebook Insights is an essential tool for optimizing a brands social presence—and reporting success as a result of those efforts. Here are some of the top insights for brands to focus on and what they can tell us:

  1. Engagement:

It shows who is commenting, liking, or sharing the brands content—and it’s probably the most important metric to be monitoring.

Pro Tip: Those engaging on your page—they are your fans. These are the users that matter to your brand.  Make sure to ask your fans questions and ask for their opinions to see engagement thrive—they are the ones who will reply and be talking positively about your brand .

  1. Unique Impressions:

Impressions are the amount of individual users that saw your post.   This is important to view how your post is doing and if you need to adjust your posting schedule or content.

  1. Reach:

Reach is the number of people who have seen your post.  Your reach counts if it is in a user’s news feed.

  1. Demographic:

Facebook insights allows social pros and content marketers to view what demographic is most active on the brands page.  Thus, allowing them to adjust the posts based on what demographic is on the page most to engage their target audience.

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Facebook insights are useful if you know what they mean and which insights are important for your brand—master how to apply these learnings to your social strategy and your brand will be on its way to having a killer social presence.

What other Facebook insights help develop your brands social strategy?

-Erin

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…

Before I started working at an agency, I had no idea what to expect.  I didn’t think there would be happy hour in the office, people who looked 25 but actually turn out to be 32, or two Vitamix blenders conveniently in the kitchen for smoothie making.  I also did not realize that working at an agency came with gaining a new vocabulary.

Ever since my first day at Brokaw, I’ve carried around this little brown leather journal.  I bet half the agency wonders why I carry it around, because most of the time I’m not writing anything down.  Well, one of the main reasons I carry it around is to write down all the agency lingo I hear.  I usually have no idea what these words mean, and have to later ask Kelly and Angela for an explanation, but I still write them down.  Here are the most interesting agency words I’ve heard around Brokaw:

  1. Micro video– A micro video is a short video that is 15 seconds or less. Now this word is pretty self-explanatory, but I never heard anyone say it before I heard Kelly talking about the proper length for a social video.  It’s not surprising that a micro video is appropriate for social media, considering the average person’s attention span is 8 seconds.
  2. Organic reach– Organic reach is the total of unique people who viewed a post through unpaid distribution.
  3. Geo-Targeting– Geo-targeting is targeting posts to a specific area. It allows a brand to deliver different content to particular visitors depending on their demographic.  This tool is available on Facebook and Twitter, although utilizing this tool on Twitter requires monetary compensation.

I assume when my broternship comes to an end my little brown leather journal will be filled with tons of words, notes, and probably a few doodles.

What are some agency words-to-know you’ve learned at your internship?

Until next week,

Erin

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

Things are a little different in the world of bro-land. From the moment you step foot into our office space—Heck! From the moment you read anything we have posted online, you will notice this is no ordinary advertising agency.

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One of the things that makes Brokaw so brokawesome is the bro-culture. Having a healthy work culture is very important. An organization is formed to achieve specific goals and objectives by bringing individuals together on a common platform and motivating them to deliver their best. It is essential for employees to enjoy their work environment for them to feel a sense of loyalty to it.

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Bill Brokaw founded the agency on April Fools’ Day, 1992.—That alone should tell you something…

…and so should his three business goals:

1. To do great work
2. To make money
3. To have fun

In order to achieve those goals, Brokaw has developed a culture that employees are extremely proud of. I am going to break down what I believe a healthy work culture should consist of and then explain how Brokaw displays those specific qualities.

A good work culture includes:

• Hardworking individuals
• A cohesive team
• Good managers
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• Willingness in team members to share load
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• Friendly Environment
• Team outings

The great people at Brokaw are all about walking the walk. They work hard so that they can play hard. The employees trust the people they work for and enjoy the people they work with. They have pride in the work they do and are willing to do whatever it takes to get the work done. Everyone is willing to offer a helping hand or jump into a project when they are needed, regardless of the circumstances.

Brokaw is a place where you can witness sharing, growing, achieving and improving all while laughing along the way.

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The halfway point of the best internship in the world has quickly come and gone—and this brotern has a great deal to report. Since my last post, I have been super busy with brokawesome tasks including:

• Learning more about the greatest ad agency in the world (aka Brokaw, duh) at the Internal Halftime Report
• Celebrating Katie’s marriage with an ice cream social
• Enjoying a long holiday weekend
• Drinking Lake Erie Monster (courtesy of the Brokaw bros.)
• Attending lunch meetings with Pandora
• Helping out at a shoot for Hotels.com (where really I watched improv comedy and got paid for it, but shhhhh)
• Preparing myself for a night out, which will include dinner and an Indians game
• Hitting the gym, so that I don’t let team Brokaw down at the Plane Pull this Saturday
• Performing magic (ok…“illusions”) around the office with Kate and Zorina
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Along with all of that brokawesomeness, it has been crazy busy around the office. I think it is safe to say I have hit a point of my internship where I have been able to really get a taste of the agency world. From start of work meetings to pitches, these past couple weeks have truly been an eye opener.

Throughout my college career, working at an agency has appealed to me. Despite the fast-paced, stressful world of advertising, I was eager to break into agency life. And let me tell you, I can now say that I have experienced that fast-paced work environment that I had been expecting.

Good sign!—I haven’t been scared off yet! Of course it helps having an agency like Brokaw ease you into the crazy world of advertising. The people at Brokaw have a work hard, play hard attitude. It is amazing to be part of an environment where people understand the importance of balancing hard work with pleasure.