This is the next in a series of posts by recipients of the Career Services Summer Funding grant. We’ve asked funding recipients to reflect on their summer experiences and talk about the industries in which they’ve been spending the summer. You can read the entire series here.
This final entry for 2015 is by Hope MacKenzie, COL ’17
This summer, I worked at an innovative and unique advertising agency called Red Tettemer O’Connell + Partners. RTOP’s off-the-wall office was located on the top two floors of 1 South Broad Street in Philadelphia. The office was definitely a sight: the walls, floors, desks, and even bathrooms were anything from art pieces to Christmas ornaments to Elvis paraphernalia (in fact, there was even an “Elvis Room” was dedicated to the King himself). One time, upon walking in, a construction worker asked if the office was a daycare! The creative space was really just an outward display of the creativity that spread throughout the agency. RTOP is small but mighty; with powerhouse clients like Planet Fitness and Dial Soap for Men, they have clientele comparable to that of a much bigger, more established agency. In fact, RTOP won this year’s Ad Age Best Small-Sized Agency award. Overall in my position as a Social Media Strategy Intern, I not only learned a lot about the creation and spread of social media marketing campaigns, but I also gained a clearer understanding of the structure of an advertising agency.
As a “creative” (a person working on the wording and visualizing of ads), I had a hands-on introduction to the advertising world. My bosses were really co-workers, and my tasks were both important and skilled. I specialized in creating social media posts and campaigns primarily with Planet Fitness, Dockers, Dial for Men, and Honest Kitchen. With a combination of tasks like researching trends in the market, creating presentations for the client, writing and planning the social media posts, or going to client presentations, no two days were the same. For this reason, it is difficult to describe a “typical day,” so instead, I’ll describe each of my tasks and how I’d go about them.
Researching trends in the market: Some days I would sit down with my bosses and fellow interns and examine an area or avenue that our client was interested in pursuing. On those days, I would research things like how to reach a certain audience, what strategies competitors used to break new ground, and how to utilize different platforms to achieve our goals.
Creating presentations for the client: After I conducted the research necessary, I would create PowerPoint presentations that would be critiqued by my bosses to present to the client.
Writing and planning social media posts: This is what I spent the bulk of my time doing, especially for Planet Fitness. I learned the voice of each brand that I represented, and I created a social media cadence of posts for every outlet – Facebook, Twitter, Instagram, Pinterest, Tumblr, etc. This job required a lot of creativity and a complete understanding of how the brand was represented to the public. The cadence would then be critiqued by my bosses as well as the client.
Overall, I really loved my time at RTOP. I would like to personally thank all of the people who made this experience possible for me. Their motto was “be unforgettable.” This banner hung at the entrance of the office as a subtle reminder of their goals as an agency. Though I really learned a lot from this experience, I think that RTOP reminded me how important it is to do just that – to be unforgettable. No matter where I go in life, I know that this experience will stay with me, and this motto will ring true.