Tag: marketing

Behind the Curtain of Broadway’s Big Return: Breaking Down the Marketing Strategies

On By Megan IrelandIn Music IndustryLeave a comment
An empty Broadway theatre cast in a soft purple light, with the title of the blog post overlaid on top

It’s official. Broadway is back. And if you’re a musical theatre buff like me, I’m sure you’ve already been prepping to take pictures underneath the marquee, watch the curtain go up again for the first time, and all that jazz. 🙂

But believe it or not, not everyone has been so keen to return to the theatre. The health and safety threats of the COVID-19 pandemic are still keeping theatergoers at bay, especially older adults and individuals with preexisting health conditions. The boom in streaming services has also made it difficult for the live industry to compete and make a comeback. With comfort levels low, The Broadway League (the theatre industry’s national trade association) has been forced to innovate to get fans back to NYC’s Great White Way.

*Cue the “This is Broadway” campaign*

A $1.5 million industry-wide initiative, “This is Broadway” has been hyping up the return to live theatre in an unprecedented way. The campaign has spanned all types of media, from a short film honoring the Broadway community to a comprehensive website to a free in-person festival. But has the time, the effort, and the spending truly been worth it for an industry that already finds itself frequently having to cut costs?

Read on to find out as I break down the three main strategies behind the “This is Broadway” campaign and evaluate its success.

Times Square in New York City bustling with people, cars, and billboard lights
People at Times Square, New York by Luis Dalvan from Pexels

Strategy #1: Focus on Broadway’s Core Audience

In an interview with the New York Times, Andrew Lazzaro, a marketing consultant for the Broadway League, said that their campaign strategy has been to target reliable theatergoers on the east coast. Through careful research, they have found that many of these Broadway regulars still need a boost of encouragement to resume their pre-pandemic habits.

The state of New York has focused recent marketing efforts on the larger goal of boosting tourism among travelers across the U.S. However, Lazzaro knows that getting the local, core Broadway audience to come back to shows needs to be made a priority before expanding advertising geographically.

This is likely why the “This is Broadway” campaign has included a number of local initiatives and events to ramp up excitement surrounding the return of live theatre. The Broadway League has sponsored multiple events around NYC in conjunction with the campaign, like a special lighting of the Empire State Building with members of the cast of Chicago and a free three-day theatre festival in Times Square called Curtain Up!. In addition, a giveaway sweepstakes will provide one lucky winner with four tickets to every Broadway show reopening over the next few months, driving awareness among east coast-based fans who have easy access to the city.

The campaign website also caters to theatergoers that can easily make it out to NYC for a day trip. The site functions as a “one-stop-shop” for all of Broadway, featuring real-time updates about returning shows, health and safety protocols, ticket information, and more. It even includes a show recommendation search engine, where interested theatergoers can choose a show or genre and get similar suggestions based on the industry’s past five years of audience data and ticket sales.

Strategy #2: Emphasize Community

The consistent emphasis on unity across all “This is Broadway” campaign materials has been impressive. In fact, the initiative is unique in Broadway history because individual shows normally handle their own marketing. However, it truly has taken the cooperation of everyone to bring Broadway back: actors and actresses, directors, crew members, agents, donors, audiences, and more. The League has been smart to honor this in their campaign messaging.

The “This is Broadway” short film brought the theatre industry together in an especially unprecedented way. According to a representative from the Broadway League, it marks the very first time that “archival [Broadway] footage was made available to the industry, an accomplishment made possible through an agreement between producers and key labor unions” (Evans, 2021, para. 3). Collaboration on the film even extended beyond the immediate theatre world, with celebrity talk show host Oprah Winfrey signing on as narrator.

Watch the official “This is Broadway” video below.

The timing of Broadway’s return, which conveniently coincided with the annual Tony Awards on Sunday, September 19, also reinforced the unity of the theatre community. The Tonys are all about supporting one another in the theatre world and celebrating the year’s achievements. This year, the awards show also highlighted the resilience shown throughout the 18-month-long shutdown and recognized all the workers in the industry that are regaining their livelihoods with the reopening of Broadway.

This community-focused rhetoric expanded onto the “This is Broadway” website, social media copy, and display advertisements for the campaign in places like taxis, subway stations, and Times Square digital billboards. For example, The Broadway League’s Instagram post promoting the official video uses first person, community-oriented language, stating simply, “This is Broadway. We can’t wait to welcome you home!”

What’s more, everyone seems to be in on the excitement of Broadway’s big return, from major celebrities to media companies to government officials. News outlets like CNN, The New York Times, and NBC have prominently featured the campaign in their shows and articles. According to NYT reporter Michael Paulson, some media outlets have even offered The Broadway League discounted rates on campaign advertising placements. Major celebrities like Lin Manuel-Miranda and Idina Menzel have also taken to social media to promote Broadway’s return.

Strategy #3: Draw on Emotion Without Eliminating Health & Safety Rhetoric

“This is what we’ve all been missing. This is the romance and the rhythm, the triumphs and tradition. This is Broadway.”

The Broadway League

The quote above from the home page of the “This is Broadway” website is an excellent example of this third strategy in action. While health and safety rhetoric is still a part of the language used on the site and in campaign promotional copy, it’s not front and center like in many other current arts, culture, and tourism campaigns.

Instead, focus is placed on the emotional aspects of live theatre: the joy the show experience brings and the triumph of what the industry has overcome over the past 18 months. Broadway is like a home away from home for so many, not just cast and crew members but theatergoers that crave the escape from reality that a live show provides. The League knows that in the end, missing that feeling is what is going to entice Broadway fans to return to live performances, even if they are hesitant to do so because of the ongoing world health crisis.

Emotional decision-making among potential Broadway audiences is further encouraged by social proof on the campaign website and social media, in the form of both testimonials and celebrity partnerships. Stories, memories, and inspirational quotes from both Broadway performers and beloved non-Broadway actors are featured in a scrolling visualizer on the site homepage, including Chita Rivera, Scarlett Johansson, and Hugh Jackman. Each individual show page also includes accolades and reviews from theatergoers and critics. This provides prospective buyers with complete information and entices them to get tickets.

My verdict on the “This is Broadway” campaign? A definite success.

Broadway’s ticket sales are climbing again and the campaign has garnered great engagement, both in the digital space and offline. Part of its success in enticing regular theatergoers to come back to Broadway has come from the careful attention paid to this target audience’s interests, needs, and wants. “This is Broadway” has also been successful because of the industry’s willingness to innovate and collaborate as a whole unit. Third, the Broadway League has used emotional rather than rational messaging to attract potential buyers. Emotional storytelling is at the core of what Broadway offers already, and it always wins over minds and hearts.

With Broadway only a few weeks into its reopening, it will be fascinating to see where the “This is Broadway” campaign takes New York’s live theatre scene in the coming months!

What do you think about The Broadway League’s big campaign? Would you have approached the return to live theatre with a different strategy? Be sure to let me know in the comments!

In a World Full of Technology, Dare to be Human

On By Megan IrelandIn Hi TechLeave a comment
Three people sitting on a bench, staring up at a collage of faces
Untitled by geralt from Pixabay

To be human is to be complex. We laugh. We cry. Sometimes we feel things we don’t fully understand.

In an increasingly digital world, it’s becoming easier and easier for brands to lose touch with the emotional, real side of being human. People are bombarded with notifications, living their lives hyper-connected to social networks and the Internet. And oftentimes, they’re connected whether they’d like to be or not. Is it possible for companies in this tech-driven age to create an effective strategy that takes a step back from the digital world and revisits what it truly means to be human?

Many professionals seem to think the answer is yes. Jalila Levesque, Head of Group Communications and PR for FF Creative Agency, actually seems to think that this is exactly what the world needs. “PR strategy must be driven by emotion and have that human element in order to be more meaningful,” she affirms (para. 6). Amid the rise of online “junk” – the meaningless information that clutters our inboxes from day to day – the only way for PR and marketing messages to remain relevant is to connect with real people in a way that sparks emotion and meaning in each one as an individual.

Creating a campaign that is human-focused does not necessarily mean giving up on technology altogether. Modern technologies – social networks in particular – are wonderful tools that, when used effectively, can spread powerful messages and serve as catalysts for change. But there is a difference between wanting to garner social media impressions and wanting to genuinely touch people’s hearts and change their attitudes about an issue. The goal of raw, emotion-driven campaigns should be to build positive relationships, move people, and make the world a better place. And unfortunately, some businesses still have their eyes simply on the data.

The key is to observe and listen to what your audience has to say. What social issues really hit home for the stakeholders you are trying to connect with? What are their values, their interests? A human-driven campaign should, after all, have humans at its center.

P&G’s Always brand and its “Like a Girl” campaign provides a clear sign that some companies are getting it right. Although the 2014 campaign did promote the brand’s feminine hygiene products, at its core was the wish to connect with and empower adolescent girls who have low confidence and feel limited by societal expectations. The PR team working on the campaign started by listening to their audience’s issues and desires with a hunger to help. Once they identified a way they could connect with girls and inspire them to adopt a change in self-attitude, the rest followed. Not only did the campaign meet its ultimate human-driven goal of instilling confidence in girls worldwide, it resulted in increased sales for the brand.

Perhaps the lesson to be learned is that professionals must start to use social media and other communication technologies in a smarter way – one that involves more listening than merely pushing out information. Social listening is a great way to learn about the emotional hearts of consumers, but many marketers still see it mostly as a tactic to acquire new customers. As James Rubec of Cision Communications points out, “if you are looking for lead generation purely from social media interaction you are missing the breadth and depth of information available” (para. 10). The purpose behind using social media for brands must be shifted from talking to listening, giving to receiving.

People today, stuck in their digitally-driven, perpetually hectic lives, really do need to be reminded of what it means to be human sometimes. Many might be quick to dismiss the idea that a company can help them do such a thing. But brands truly do have great potential to disconnect people from technology and take them back to their human roots. Using emotional appeal and fighting for positive change, brands that dare to be human in a world full of technology are bound to come out on top.

To Outsource or Not to Outsource?

On By Megan IrelandIn PR TrendsLeave a comment
Created with Canva

To outsource or not to outsource? That is indeed the question.

At least, it’s a question. And though it may not be the one Shakespeare would ask, it’s very relevant if you are the CEO of an emerging company looking to enlist the aid of public relations professionals to help your business gain a reputation.

So how do companies decide whether to call on an external firm or build an in-house team for their PR efforts? The answer is, it depends. With a growing number of options for companies in terms of the level of involvement and services offered by outside agencies, an organization must consider several factors before making a decision. And while these factors will always depend on the organization’s individual situation, vision, and personnel, the following four points of consideration are often a good place to start.

Size

It’s important to consider the size of your company when looking at whether or not to outsource in order to maximize the productivity of your staff. Smaller companies with fewer employees may need more help from external agencies so that they do not become overrun with additional tasks and responsibilities that do not lie within their area of expertise. As Kelly Gardner of KCD Public Relations mentions, you can run your business smarter by outsourcing marketing and PR projects, because it allows your employees to hone in on their strengths and on the core focus of the business.

Marketing Experience

The skills and experiences of current organizational personnel is typically a crucial factor in determining if PR activities can be conducted in-house. If you have several employees with a strong background in PR or communications, it is wise to think critically about creating an internal department for your public relations efforts. It’s also important to consider your company’s marketing strategy and how complex it is. Bennett Conlin of Business News Daily notes that sometimes, using an outsourced marketing agency makes the process of creating an effective strategy easier. However, other times, a company may already have an established creative strategy and not want to risk placing it in the hands of an outside agency.

Available Funds

Of course, offloading PR work to a firm can be a costly undertaking. Start-up companies that are still in their early stages may shy away from hiring an agency simply because they don’t have the funds for it. Even large, established corporations sometimes choose not to outsource in an effort to cut down on costs. Yet, organizations must also consider the potential long-term benefits of outsourcing PR activities, despite the initial cost factor. Gardner reminds us that “in an age where employee salaries are skyrocketing, it’s crucial to consider what will get you the most bang for your buck” (para. 6). Starting a long-term, mutually-beneficial relationship with a firm of specialized public relations practitioners could be the best choice for your company in the long run.

Business Goals/Priorities

Last but certainly not least, you’ll need to keep your business goals in the forefront of your mind when assessing how best to allocate PR funds. If your company is still growing and a top priority is to make connections and build awareness about your brand, then it could be a good idea to reach out to a firm. After all, Agility PR asserts on their blog that “high-quality public relations professionals will ensure that your business gets noticed for all the right reasons, connecting you with influencers in your field” (para. 4). On the other hand, if your business already has an established positive reputation, your current goal might instead be to maintain those relationships through the reinforcement of company values. In this case, it may be a better idea to maintain control over PR messaging by keeping the function in-house.

These four elements certainly aren’t the only things to consider while making the decision to outsource your PR and marketing functions (or on the flip side, bring them in-house). But they are significant points that can and should be used to get the ball rolling and start a conversation. There is no definitive answer as to whether it’s better to outsource or keep PR in-house. It is a choice that takes research, careful consideration, and oftentimes, trust. Yet, when the thought and effort is put into this choice, it can really pay off in the long run.

Photo, Video, and the Evolving World of Marketing

On By Megan IrelandIn CAP 105, Hi TechLeave a comment
A collage of digital devices displaying product ads
Image created with Canva

A picture is worth a thousand words, so the saying goes. And in this digital age, it is more important than ever to understand the power of visual content.

Yet, many researchers and business professionals are beginning to argue that it is no longer the power of picture making differences in marketing, but the power of video. With some simple math, James McQuivey of Forrester Research claims that a minute-long video is worth 1.8 million words.

That’s 1,000 words per frame  X 30 frames per second  X 60 seconds

Even if equations aren’t your cup of tea, it’s not hard to see how valuable well-crafted videos can be to a marketing or PR campaign.

Video has become especially popular as a marketing tactic in the last five years. “According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands… more than any other type of content” (para. 12). Videos – when done right – are captivating, relatable, and appeal to the five senses on an unprecedented level. They are multifunctional: able to help increase engagement, humanize a brand, convert leads, and convey very detailed information in a short and simple way – sometimes all at once! And with improving technologies like smartphone cameras and editing software, it is becoming easier and easier for anyone to make a quality video that speaks to people.

If you’re looking for a great example of effective video marketing, check out the How It Works video from Headspace, a subscription-based meditation program. The minute-and-a-half clip was released on YouTube and the brand’s website to give prospective customers an idea of what they can expect from the service. It uses cute, on-brand animated monsters to illustrate the benefits of meditation. What’s more, its narrative is logically organized, to the point, and audience-centric. Concern for viewer health and well-being is a point that is consistently reiterated throughout the video, with a clear call to action to try the service for 10 days for free. Perhaps most importantly, the video is not overly complicated – no distracting background music or busy visual backdrops detract focus from the narrative. It certainly made me want to try out the Headspace app!

Many marketing and PR professionals will say that in today’s day and age, if your brand doesn’t create video, it will fall behind. Yet, professionals also frequently note that the capabilities of still images in marketing should not be discounted. Jonathan Aufray, CEO of the digital marketing company Growth Hackers, states that while video ads are better for views, images are actually better for clicks because they are more quickly digestible. From a budgeting standpoint, photos are usually easier to produce and share. And sometimes, an image can actually be more powerful than a video because of its clarity and simplicity. There is no concern about “hooking” viewers in the first ten seconds of your content – your entire message is delivered at one time.

When assessing how to use video and images in your marketing strategy, it all depends on your brand, your audience, and your message. Having a good grasp on who your company is and what they stand for can help you decide what type of media to create. Knowing your audience, what they want to see, and which platforms they are the most active on can also help you to choose between photo and video content. The complexity of your message is a third point that must be carefully considered. Can you say what you need to say more powerfully in a simple photo? Or do you need a more detailed video to explain your point?

The bottom line? If you are a PR or marketing director for a brand, you definitely want to be using visuals in your campaign strategies. Both videos and images are essential components of marketing in today’s digital-centric society, and either can help you advance your brand. You just have to take the time to tailor quality content to your audience’s needs.

4 Things to Think About Before Signing a Celebrity Endorser

On By Megan IrelandIn CAP 220, PR TrendsLeave a comment
Finding the right spokesperson
Created with Canva, Original image by Pixabay from Pexels

As a corporate executive, the idea of making a big name actor or musician the face of your brand might seem pretty appealing at first glance. But let’s face it: it’s hard not to think of a celebrity endorsement gone wrong. Perhaps Pepsi’s 2017 controversial commercial with Kendall Jenner comes to mind. Or maybe you immediately recall Lance Armstrong’s partnership with Nike, in which the company was even accused of collusion in his doping coverup.

Celebrity endorsements in the world of PR can be risky undertakings. Not only can they be extremely costly, they ride largely on trust. A lot of careful consideration must be put into choosing the celebrity who will best represent your values and reach your audience. Their words and actions are largely out of your control, and with the wrong choice, the reputation of your brand could end up badly damaged.

Of course, on the flip side, some celebrity endorsed campaigns work wonders for a brand’s reputation and exposure. I had never heard of Pepsi’s sparkling water brand, Bubly, until they partnered with Michael Bublé to make one of the most well-received Super Bowl ads of 2019. Likewise, when you say the word “Lincoln,” the first thing that pops into my head is not the 16th president of the United States, but Matthew McConaughey driving a luxury car.

So, I certainly am no expert on celebrity endorsements in PR. But I have paid close enough attention to the media to know what has and hasn’t worked for brands collaborating with celebrities in recent years. I’m not necessarily saying don’t sign that big-name actress to star in your newest ad campaign. But before doing so, always be sure to ask yourself four key questions.

1) What are the business objectives?

Without a solid grasp of your goals, you’ll never be able to find the celebrity who can most effectively help you advance. Frankly, without firm, clearly stated business goals, you won’t be able to make any PR activity truly effective. Goals and objectives are the foundation on which to base activities and campaigns.

2) Who is the audience, and what do they value?

Your audience will never buy into a campaign that they can’t relate to. Steve Olenski of Forbes Magazine writes that “in order for their impact to be shown, endorsements have to have a similar target audience that the [celebrity] ‘influencer’ has to begin with” (para. 8). It may seem like an obvious thing to do, but it’s incredible how many times businesses forget to put their audience first. It doesn’t make much sense to have a country music artist promoting a new athletic shoe, does it? If campaign goals and celebrity values don’t align with audience interests, your brand’s chances of being listened to will be very low.

3) Who is the celebrity, and what do they value?

Celebrity partnerships have to be authentic to work. If you choose to work with a celebrity whose values are completely different than that of your business, the public will notice! And as a result, they may be less likely to trust your brand. Tara Reid, Vice President at Havas Formula media company in Chicago, mentions that some of the best relationships are built when celebrities are already fans of a brand, product, or cause. When a celebrity showcases genuine passion, it is much more convincing and effective than a pitch for a product they’ve never actually used.

4) Do the values of the business, audience, and celebrity align?

The most important question of them all. The values of all three parties absolutely must be aligned for the endorsement to be effective. And honestly, what’s the point of having a person who your audience doesn’t relate to and who doesn’t support your mission, marketing your products or services? Why try?

As a PR firm or brand, it can be scary not having control over celebrity performance. While this shouldn’t deter you from signing a celebrity on to help you with your next big campaign, it’s important to be aware of the dangers that such endorsements can pose. Yet, a careful evaluation of the four questions above can help you to be sure that you are making the right choice for the future of your brand when working with a celebrity.

Technology in Careers has Gone from Nice to Necessary

On By Megan IrelandIn CAP 105, Hi TechLeave a comment
Black Laptop Beside Audio Mixer Set by Abet Llacer from Pexels

We live in 2019, and with today’s rapid advancements in artificial intelligence, social networks, and more, IT workers aren’t the only ones who need technology skills to succeed in their jobs.

Nowadays, technology has become an important part of almost any field you look at. As an aspiring manager of marketing, artistic planning, or a related area in the music industry, I did a search on indeed.com for some jobs similar to those I might be interested in applying for in the future. After coming up with a list of ten, I broke down the technology-related skills needed to apply for each position, to prove how relevant technology will be in my future career:

1) Sr. Project Manager – Curation Strategy

Company: Spotify

Link: https://www.spotifyjobs.com

Technology-related skills required:

  • Ability to design digital presentations and reference documents
  • Keeping up to date with developments in media platforms and applications
  • Deep understanding of digital music curation

How I can become a stronger candidate:

I currently lack in-depth knowledge of digital music curation. In order to gain more skills in curation strategy and become more qualified for this position, I will research and read at least 25 articles about digital music curation over the next few months. Then I will apply that knowledge first-hand by curating my own practice playlists on Spotify.

2) Manager, Marketing and Promotions

Company: NPR

Link: https://recruiting.ultipro.com

Technology-related skills required:

  • 5+ years of consumer marketing and promotions
  • Experience in digital marketing required
  • Experience in podcast development and promotion desired
  • Strong analytical skills and familiarity with online testing and optimization
  • Fluency in reporting tools, Excel, and KPIs

How I can become a stronger candidate:

I do not yet have any experience in digital marketing or podcast development and promotion. However, Google offers a free online marketing course that I plan to take this winter to broaden my knowledge of digital marketing and advertising. In addition, I will sign up with and begin to use Anchor, a free program for podcast-making, in the winter.

3) Music Writer

Company: Apple

Link: https://jobs.apple.com

Technology-related skills required:

  • Ability to explain analytical outcomes and technical roadblocks in business terms
  • Knowledge of current and developing trends in popular music and the cultural forces behind them
  • Deep familiarity with the Apple ecosystem of services and hardware (including Mac OS X, iOS, Apple Music, iTunes, App Store, iBooks, Podcasts, iTunes U, Trailers, & Apple TV)

How I can become a stronger candidate:

I already have a good grasp on current trends in music, as well as how to use some Apple services, namely iOS, iTunes, and the App Store. I will need to develop a familiarity with the Apple services I have not used before (as well as a deeper familiarity with those I have) to become more qualified for this position. To do so, I will learn to use iBooks, Apple Music, Podcasts, iTunes U, and Trailers – all applications I have access to through the iPhone – over the next few months.

4) Vice President of Artistic Planning

Company: Seattle Symphony Orchestra

Link: https://www.seattlesymphony.org

Technology-related skills required:

  • Progressive artistic planning experience
  • Ability to negotiate advantageous performance fees and contracts
  • Knowledge of where to search for and identify artists, conductors, composers, and other ideas to keep programming fresh
  • Knowledge of expense management programs

How I can become a stronger candidate:

In order to gain more knowledge about artistic planning strategies and artist contract legalities, I will take an online course in long-term artistic planning provided by Coursera next summer. After working as an intern at a local symphony orchestra for a year, I already have some knowledge about concert programming. However, I will also need to learn more about expense management programs over the summer, and will do so by watching tutorial videos on how to use software like Expensify and Abacus.

5) Operations Manager

Company: The Walt Disney Company

Link: https://jobs.disneycareers.com

Technology-related skills required:

  • Significant experience working with and in compliance systems, such as third party due diligence and risk monitoring systems, legal research systems, systems used to monitor and track compliance with export and sanctions regulations, and learning management systems
  • Well-versed in reporting and analytics tools to facilitate management-level reports or the development of dashboards and other monitoring toolkits
  • Must be proficient in statistical analysis using tools such as Excel, Tableau, etc.
  • IT-savvy with significant experience in formulating business requirements, reviewing functionalities and providing user acceptance feedback on IT projects that are compliance relevant

How I can become a stronger candidate:

To make myself a better candidate for this job, I will need to take training courses on different compliance systems, which I can do over the summer through uscompliancesystems.com at a relatively low cost. In addition, I will need to watch some tutorial videos on YouTube to familiarize myself with Tableau’s data visualization software.

6) Manager, Music Operations & Administration, Facebook Music Initiative

Company: Facebook

Link: https://www.facebook.com/careers

Technology-related skills required:

  • 4+ years administrative management experience
  • Computer experience, including MS Outlook, Airtable, Word, Excel, Quip, and Dropbox
  • Experience with Quickbase or Cortex preferred

How I can become a stronger candidate:

I have had experience with many Microsoft products, including Outlook, Word, and Excel, but have not used Airtable or Quip. I can change this by signing up for free demos of both products and exploring them this winter. I can do the same with Quickbase, a business app development platform.

7) Head of Social Media

Company: The Madison Square Garden Company

Link: https://careers-msg.icims.com

Technology-related skills required:

  • 10 years of social media publishing, writing, and content creation
  • Ability to develop standards, systems, and best practices for digital content creation, distribution, and measurement across all social media platforms, including Facebook, Instagram, YouTube, and Twitter
  • Deep understanding of the social ecosystem and how brands should participate in an authentic way
  • Proficiency in social media analytics and publishing tools

How I can become a stronger candidate:

To become a better candidate for this job, I will need to expand upon my basic knowledge of social media management tools like Hootsuite and HubSpot. To do this, I will take additional certification courses through the platforms on advanced uses and functions over the course of the next semester. In addition, it would be helpful for me to start practicing good social media content creation for my own personal accounts using resources like Canva, beginning right now.

8) Administrative Assistant for Music and Art Departments

Company: Muskingum University

Link: https://www.indeed.com/jobs

Technology-related skills required:

  • 5 years administrative experience required
  • Proficiency with Microsoft Office skills including Excel, Outlook, and Powerpoint
  • Excellent written, verbal, and computer skills

How I can become a stronger candidate:

I already have a decent amount of experience with Excel, Outlook, and Powerpoint – however, I have not used them very much in an administrative setting. Therefore, I will take PA 270, an introductory course to public and nonprofit administration that GVSU offers, to better prepare myself for this job. Since the course is offered every semester, I could take it next semester, winter 2020.

9) Public Relations Manager

Company: Yamaha

Link: https://recruiting2.ultipro.com

Technology-related skills required:

  • 5+ years of experience in public relations with 1-3 years of supervisory experience
  • Solid experience with social media including influencers, blogs, YouTube, Instagram, Facebook, Twitter, etc.
  • Proficiency in Microsoft Office Suite products: Microsoft Word, Excel, PowerPoint, SharePoint

How I can become a stronger candidate:

I have experience with social media for personal use, but hardly any for business use. To gain more experience, I will take free courses in social media for business over the next year, including the Introduction to Social Media Strategy course on skillshare.com. Also, I will familiarize myself with SharePoint (which I have never used before) by watching YouTube tutorial videos on how to use it.

10) Live Events Coordinator

Company: Townsquare Media

Link: https://www.indeed.com/jobs

Technology-related skills required:

  • 2-5 years of experience in live event production
  • Deep familiarity with MS Office suite products (Word, Excel, Powerpoint, etc.)
  • Some production oversight experience (staging, sound & lights, pipe & drape, etc.)

How I can become a stronger candidate:

I am familiar with how to use most of the Microsoft Office products, but have close to no experience with live event production and staging. Most likely, the best way for me to gain this experience would be through an internship. Therefore, to become better qualified for this position, I should apply for internships with live event production companies like Live Nation after graduation.