This winter term I took an advertising class called J460: Digital and Social Branding. It was taught by Dave Allen, a digital guru who currently works at NORTH brand agency in Portland. (You can read his blogs here!) For our final project in the class we have been assigned to write an essay or complete some other sort of creative project that demonstrates the breadth of knowledge we gained from the class. I have decided to write a blog post – a digital essay, of sorts – because it is fitting for a class based entirely around digital strategy and adapting to the ever-changing world of technology. This blog post will revolve around the doodles I drew during the class lectures.
Earlier this quarter we were assigned to conduct a social media audit and conversation analysis for a brand of our choice. Naturally, my group and I decided to choose Tillamook Cheese, based on the fact that we are all generally interested in consumer goods PR and wanted to help out a local brand. It just so happens that my dad, John Russell, is the Senior Director of Marketing for Tillamook, and I have worked with the marketing team before on some freelance projects. These connections allowed us to work directly with Tillamook to determine what they would find the most helpful regarding their social media practices. Gillian Kennedy, Tillamook’s Internet Communications Manager, pointed us primarily in the direction of Pinterest and Instagram, since they are the newest social media channels that brands are utilizing. We analyzed those two channels plus Twitter and Facebook to give us an idea of Tillamook’s overall brand appearance across different social media platforms.
For my public relations class this week we have been charged with the task of creating an infographic to supplement a topic we are interested in. I chose to persuade people to reduce their carbon footprint through a series of recommendations about how to change day-to-day behaviors, recycle and eat green. We were introduced to a program called Piktochart, an online application that provides easy-to-use templates for creating infographics; however, I would also be interested to see how easy it is to create one on Adobe InDesign or Illustrator.
If done right, storytelling is public education that has the power to change societies. – Jordan Bryon
I recently read an article posted on one of my favorite websites, good.is. It talked about the ethics of telling other people’s stories. The original storytellers can possibly benefit from the spread of their message, but can benefit more from some spare change.
Well, I made it through my first week in the Portland advertising industry. Logged 36.5 hours without even working much on Monday. Here are some updates:
1. I’ve memorized all of the dogs names (Jack, Sammy, Romy, Moby, Twyla, George, Poncho) and a few of the people’s names. I have found that it’s easier to remember a person’s name if they bring their dog to work – why? Who knows. Maybe someday I’ll write a thesis on it.
2. I’ve realized I love working in a small agency so far because I get to touch all of the accounts. This week alone I’ve done work for Keen, Deschutes Brewery, Clif Bar, Zuke’s Dog Treats, Pacific Natural Foods and the Portland Downtown Marketing Initiative.
3. I think the advertising industry is the place for me. All of the people are so creative and full of life, and at an agency like North they seem extremely close to each other and to their clients.
I’m so excited to continue my career in the industry. Look out world.
Today I started my internship at North advertising agency in downtown Portland. Not only will this be one of my first “adult” work experiences, it will also force me to finally learn my way around the city of Portland – a city I have been claiming to be from since I started college and realized no one knew or liked my actual hometown of Lake Oswego.
When I first arrived, I was bombarded by a horde of canines. Thankfully I am an extreme animal person and dog-lover, meaning this was the perfect welcome to my new job. I have since decided that in order to make it in advertising, one must love dogs.
“Happiness comes from the intersection of what you love, what you’re good at, and what the world needs.”
I don’t know where or when I first read those words, but they held true. Everything I aspire to be in life is exemplified by them. In an earlier post I described what I wanted out of my future. This quote defines it.
I truly love journalism and everything about it – I love writing and I love people and I love being creative. I love the people in the business and I love the endless possibilities and the huge audiences you have the potential to reach with your work.