Education Critics

This past semester I have had the oh-so rewarding opportunity to be partnered with the Cedar Falls Community School District as a Marketing Communication Specialist Intern under the direction of Janelle Darst, Coordinator of Communication & Community Relations.

A Little Background

The Cedar Falls Community Schools District consists of ten schools: six elementary schools, two junior-high schools, one alternative learning school and one high school. Currently, two of the elementary schools are over crowded along with a very, very, very (did I mention very) outdated high school. With a growing community, it is inevitable to start thinking about what the future holds for the school. As a community, citizens feel as though they are uninformed due to the district not providing necessary and precise  information as to what exactly the bond will pertain.

Projection

Little do some people know, Cedar Falls Schools is projected to grow over 900 students within the next 10 years. Yes, 900 students. Whether it may be from larger incoming classes or higher enrollment rates, this fact of the matter must be addressed. While some community members may be skeptical and unsure as to where their 1% tax increase went to, it is evident that the Cedar Falls School District is indeed planning for the future.

Comparison

As a top 15 school in Iowa, it is no secret that facilities need to be equipped properly to ensure this high standard rating. Keeping up with the "Jones" also comes into play. Neighboring school district, Waterloo Community School District provides great programs, opportunities for growth and the means to meet the needs of all diverse learners. As this is the case, Cedar Falls Schools also wants newcomers and open-enrolling students to pick Cedar Falls as an ultimate desitination. How can the school advertise and marketing their strong positioning without "stepping on the toes" of the city right down the road, the educators and stakeholders that you are supposed to be working hand-in-hand with.

Easier Said Than Done

Of course a brand new school would be great. Who wouldn't want state of the art facilities with the access to grow and learn with the best technologies available? This process will be challenging, yet hopefully so rewarding. As I continue to learn more about the education administration field, I become more passionate about my work after seeing it implemented. I ask of the community members to simply be an engaged citizen and member of the school district and become educated on the matter before accelerating with hesitation. Go Cedar Falls Tigers!

Changing the Digital "Game"

If you do not think a share on a social media site is effective, think again. Take advice from Vice President of Digital Platforms for the National Basketball Association (NBA) for the Milwaukee Bucks, Mike Grahl.

I attended a regional conference of the American Marketing Association where Mike was a keynote speaker held at the University of Wisconsin-Whitewater. The theme was “The Generation Next” and Mike emphasized just that.

Selfie = Autograph

The selfie today is the equivalent to what the autograph used to be. This picture is proof and essentially serves as bragging rights of the person who captured the photo with a famous entity or person. Just think how many more impressions a selfie will reach by being shared, liked and commented on. The possibilities are truly limitless compared to the amount of people that would have been able to view an autograph memorabilia that would have only reached a minimal audience by word of mouth only.

Phenomena Game Changer

This phenomenon has revitalized the way people think of a basketball. As a veteran in the marketing and digital advertising field, Mike said that going to a basketball game is not just strictly a basketball game anymore. Working with the second worst team in the NBA in the 2013-2014 seasons only winning a total of fifteen games, Mike has learned to lean towards the experience of the consumer, not on the record of the basketball team. It is all about the experience.

Show Biz

Using entertainment entities such as the Hoop Troop, Milwaukee Symphony, Bucks Dancers, Grand Dancers, Game Night Live, Rim Rockers, Bango, Youth Bucks Dancers and other performers, is what keeps the fans engaged and coming back to the basketball games time and time again. It is evident the hard work that Mike has put forth to his employer. This year, there are more season ticket holders than any previous years thanks to his digital platform. The experience is what keeps the fans coming back despite the record. 

What They Didn't Teach You in College

However there is always an exception to the rule, and I am that exception. I was actually taught all of these things in college and hope that you were too. But if not, here’s your chance to soak it all it.

Content         

People know within the first 140 characters or even beginning with the headline will make or break the decision of whether or not someone will actually read the content provided. It is up to marketers to increase the traffic, impressions, and ultimately clicks to build the business up to its potential. If people experience one form of dissatisfaction, depending on their consumer behavior tactics, they may never return as a consumer to your company.

Data Analytics

Let’s face it. By being a marketer, you will be analyzing data for life. Yes, life. It is crucial that you are able to portray the meaning of the findings and change your marketing plan accordingly. What does it mean when you have a 67% increase in followers, 4% decrease in visitors to your page, and a thirty second decrease of the duration spent on a page? All of these factors need to be communicated to the client or audience. Refrain from going on a rapid pace of “data dumping.” This refers to attempting to please the client with statistics only without conveying what it means for them as a business.

Social Media Management

It is so very important to have social media marketing in your marketing mix. Social media is what keeps on bringing customers back to your company. Ads, promotion, sales, useful links all contribute to successful marketing. Social media is not free. It costs a pretty penny for original content to be produced day in and day out by a company. Who is the person behind this social media? It just doesn't get put up magically.

Optimization 

There are so many great tools available for a business to grow their audience or clientele through optimization. Google Ad Words is a great tool to put your product in the light where you want it. You have the option to buy keywords based on your topic. You also have the ability to pay what you are willing to pay for the respective keyword. You also get to choice the exact phrasing that will appear in the eyes of the user. 

Better Together: Real Businesses, Real Talk

As a business, you’re probably not the only business wondering if posting up shop right next to competition or like stores is a good or bad thing. What if there are more customers across the street? But you have fewer customers that are spending more. Should I do joint advertising or events with this business or will it be like putting fire with gasoline? Should I locate my business where a foundation partnership is present? Those answers may vary, but hopefully these words of business owners located in the Cedar Falls Community Main Street District make this decision a little easier.

Location, Location, Location

Just as the golden rule applies, treat your neighboring business the way you would like to be treated. Take a note from Pamela, owner of Taylor Veterinary located on Main Street in Cedar Falls, Iowa.

 

“I have been a downtown business owner for almost 33 years, and if I were starting over again, I wouldn't choose to be anywhere else.  Downtown is a vibrant mix of retail, service, financial and professional businesses, as well as software developers, manufacturers, our Cedar Falls Library, the Oster Regent Theatre and a major Cedar Valley Recreational Trail head.”

Remember that when deciding to locate or relocate, there are opportunities for one-stop-shopping area with a variation of different businesses that offer different items. When customers consider where to shop, you may have a better chance of customers who would not generally stop in if the store they originally went out to visit wasn't right next door. Here’s What’s Poppin also agrees on the fact that their business is driven by their location and presence of neighboring businesses.

“I am very happy with having a business downtown cedar falls. I believe that about 60% of my business is customers that are shopping the entire downtown district. I also love community Main Street and the events they hold. There is usually something once a month that helps me out if I am having a slow month.”

Joint Advertising & Benefits

Not only is location crucial, the benefits of joint advertising seem limitless. This gives businesses to use, borrow and reciprocate the favor of resources. One business may not have the capital or ability to resources to activate a campaign, but may be able to offer a facility, props or connections that are equally as useful. Natalie, owner of the successful Scratch Cupcakery, also located in downtown Cedar Falls, Iowa, agrees.

"The downtown district is an incredibly unique place to position a small business. Community Main Street works hard to incorporate cooperative advertising options, lots of “small town” events, and plenty of input opportunities into the heart of Cedar Falls. As a business owner with stores in other communities, I can say this type of effort and assistance isn't found anywhere else. Our downtown is a vibrant, exciting, ever-changing mass of passionate, artistic, unique people. Businesses support each other, customers are loyal, and many of us were homegrown right here in Cedar Falls!”

Jess from Purse-N-Ality also brags about the support offered by the surrounding businesses. The input of other fellow businesses is what she believes is the overall reason why they are the prosperous and growing business that they are.

"Purse~N~ality has called Downtown Cedar Falls home for nearly 9 years. It is my firm belief that without the support of Community Main Street and our fellow merchants, we would not have become the successful boutique that we are today. With so many shopping and dining options, we all work together to create the perfect destination for residents and visitors alike!"

Thank you to the Cedar Falls Main Street businesses who took time to share their business experience!

Every Single Job Requires Experience

"In order for you to apply for this job, you must have 80 years of experience, two PhD's, have at least $100,00 in your bank account and your last name must be Kennedy or be related to the Queen."

Bottom of the Totem Pole 

After scrolling through a million, yes a million, classifieds for job openings, you always seem to check all of the boxes. All of them with the exception of one of course—the years of experience every single job seems to require. Immediately following graduation, there is no doubt that the bottom of the totem pole is the last place we want to be, but in order to get there, the experience have to wait for now.

Will over skill

I believe that there is nothing more appealing in a potential candidate than the will to learn. Almost every single job can be learned in a matter of six weeks. What is comes down to is if you are willing to overcome the fact that you may not know all of the details that the job will require or have a strong understanding of the vocabulary that is used in the field, but if you do have the will, drive and motivation, you are just as qualified for the position as another experienced candidate.

The ball is in your court

Although you may become discouraged by the fact that so much experience is required for your desired position, the ball truly is in your court. It is up to you and you only to take the initiative to build your resume to be qualified for that position. Get off the couch and start doing what you've been thinking about for forever now. There are endless internship, job opportunities, and volunteer experiences that can strengthen your skills and qualifications to beat the other candidates applying. Each and every one of these experiences can contribute to your growing knowledge of the industry. Even if you land an interview and get declined even though your interview process was very impressive, there is always something to learn through the process. You also never know if the recruiters are eligible to get you in contact with a company that they are also familiar with. This may lead to another opportunity that may have been a blessing in disguise. 

Career Fair "Duh's"

As awkward as career fair's can be, don't let the stereotypes refrain you from attending. Here are some tips to ditch the awkwardness at the door. '

1. Resume: 

At the age of looking for a grown-up job, your resume should be fairly solid. Obviously being a new graduate, you won’t have twenty years of experience and that’s to be expected. However, you must have something that makes you stand out from the other one hundred applications that recruiters will be receiving that day. But what if you have too much listed on your resume? As a recent graduate, make sure that if it is over five to seven years ago, you probably shouldn’t list it. Also, if you were at a company for three months or less, it is not worth it to list it. Make sure that you incorporate contrast, repetition, alignment and proximity in the format of your resume. Do not forget to list your volunteer experience and certifications you possess which may also be relevant to the position that you are applying for.

2. Handshake: 

Firm or flop. Nonverbal messages are just as prominent in communication as verbal messages. The firmness of your handshake can seal a deal or break the deal. Okay, maybe not break the deal entirely, but your level of professionalism will be answered through a handshake. Make sure that it is a genuine and sincere handshake to signify interest, respect, professionalism and thanks—just to name a few. Because this is such an important nonverbal gesture, make sure that you've got it down. Don’t be afraid to practice on a family member or friend.

3. Pitch: 

There is nothing more impressive when a person that can “sell themselves” in a few minute speech. There is no one else who knows yourself better than you do. If you are confident about who you are and passionate for what you stand for, there should be no trouble pitching a brand statement to a recruiter, or to anyone for that matter. Confidence is necessity and if you are bold in your first impression, you will already have your foot in the door.

4. Competition:  

Whatever you do, do not attend a career fair with a friend. If you are looking for a job, why would you bring your competition to the interview with you? Chances are if you show up in a pair, out of respect to the both of you, the recruiter will probably ask for both of your resumes and you just decreased your chances of landing a position that may be available. Before you know it, your friend unintentionally landed you dream job. You can carpool, but most definitely split up at the door. 

Job Posting Placement Strategies

Just how a sandwich tastes differently when you cut it diagonally, the way recruitment is done, makes a difference in the types of applicants that will be received. In order to attract the most ideal pool of applicants, determining your expectations are crucial. Are you looking for a more experienced person or perhaps a new graduate? Where you choose to advertise a position will make a difference in the outcome. There is a multitude of ways you can choose to display an opening for a position. There are strategic benefits to all, and all work quite well.

Newspaper: Newspapers are becoming a fairly outdated form of advertising. Recruiting through a newspaper is a paid media which has a tendency to be relatively expensive, especially for multiple days for it to be published to ensure a wide range of applicants. A newspaper route also may attract an older generation of applicants strictly because the audience is different than it would be if it was advertised on an online source.

Social Media: Social media is the newest and latest place to recruit for a position. There is no secret that the younger generation is in-tuned to social media and the fact that content occurs immediately in real time. The immediacy of social media allows for a quick turn-around time between listing the position and receiving applications and resumes for the position.

Website: A formal website posting of the new position opening is probably the most professional and credible. By listing the position here, this means that applicants must go out of their way to do their research to find the position. This means that they are already interested in the position and becoming a part of the company. They are being proactive and seeking out potential careers within your company. However, this may be difficult for other professionals who are qualified, but who may not seek out this given position.

Referral: A referral for a position can be a little interesting. It may save you a few nickels and dimes, it takes some careful consideration. A referral from a long-lasting employee of the company may be a more credible source to take a referral from. They are very likely to know other experienced professional in the same field that can benefit your company. A referral from a new hire that has just entered the industry may take more research and an additional opinion before accepting the referral name.

Within: Promoting within has always been a great approach. Because the employing is an existing employee of a company, they know the culture of the company already. Although they will of course take on new duties and responsibilities, the turnover price will be significantly lower opposed to hiring someone from outside the walls of the company. You also have their resume and know what they are capable or not capable to do.