Millennials Unplugged: 5 Lessons from W2O Interns
If you’re from Texas, you might know that a Longhorn, a Horned Frog, and an Aggie don’t exactly get along on the football field. That goes without saying if you also add in a Pelican, a Spartan, a Tiger, a Mustang, a Wildcat, a Bear, and even an Orange Man…you never know what you’ll find. Who knew Horned Frogs and Aggies could work together in a digital light? Or that Bears and Wildcats could become friends whilst inquiring and compiling useful analytics? Luckily for us, this was the perfect mix to create an excellent marketing campaign. In only one month and across four different office locations, W2O interns developed a simulated marketing campaign and presented a deck for a non-profit corporation to target millennials. Our subject was a local non-profit corporation that offers credit cards that cash back points as a channel to donate directly to charities of the user’s choice directly from their mobile app. How much easier could donating get?
“We collaborated across four different offices to #MakeItHappen, now that’s the definition of #LetsHang.” -Andrew Echeguren, Media and Engagement Lead
Millennials are not one segment – As you might know, the age group of Millennials differs based on who you talk to. By definition, we are between 18 and 34 years old. This is definitely a difficult age range to target, but we were asked to reach out to all millennials who are interested in giving back. When we ran our analytics, we found that millennials are interested in both charity and philanthropy. Our #1 source of information from millennials was from Twitter handles.
The power of hashtags – It’s easy to start a conversation in person with a simple “Hello, how are you doing?” or “Good morning, did you see the CNN news this morning?”…The web can seem a little overwhelming, but there is a way to focus the conversation. If you are reading this, you are probably familiar that it is called a hashtag. With our campaign, we wanted to reach millennials in creative and unique ways to get their center of conversations about how they can help and “Charge It Forward”. Our team created our own hashtag, #PositivelyCharged, to begin and facilitate conversations.
Crowd sourcing knowledge & diversity matters – Much like representing different mascots, each member on our team had a different skill set they each brought to the table…and those skills didn’t all come from one location. They came from four different W2O offices. Our planning lead, Lauren Harris, brought up the challenges of collaborating with a national team, and explained, “Working between time zones and offices was a new challenge that I think we all learned a lot from.” Back at our universities, the most distant person we will work with on a project, is across the lecture hall or living in a different dorm on the same campus. “Working across three different time zones was pretty tricky, but we all adjusted our work ethics and learned how to work around our obstacles,” stated Digital Lead, Brittany Pearson. That must be similar to what you may have learned a long time ago – or maybe not too long ago, depending if you’re a Boomer or a Gen X. Bottom line…we grasped that we are far more powerful as a team, than we are on our own.
Importance of presenting – More often times than not, a presentation of some sort is required as part of a project for class. Anxiety and fear is normal…but why? It’s only your peers, whom are your own age – and your professor of course, but that isn’t all too worrisome. For many of us, this was the first time to present to an audience other than classmates or teachers/professors. For some, fear came from anticipating speaking in front of leadership of our company…but this experience allowed us to understand how a campaign should correctly be performed. Our account lead, Caitlin Orwin, noted, “Presenting in a business setting was an invaluable experience that presented challenges foreign from any I’d faced in class presentations. No matter how many class presentations you give, none can prepare you for the real thing outside of an internship and I feel much more confident in my presenting skills after this experience.” Another insight per presenting, was from the team’s PMO, Anna Hodge, “It is rare for interns to gain presentation experience – I feel really fortunate to have been afforded the opportunity to present to a group of W2O employees across the country.”
Think on your feet & don’t be shy – I think it’s safe to say we all learned that in the business world, you must think on your feet. For example, Greg Matthews, Managing Director at W2O’s MDigitalLife, asked an extensive question referring to the analytics information we provided. In class, a professor doesn’t necessarily ask you a question to get your juices flowing – they just give you a grade on what they think you deserve. It’s also important to learn how and when to speak up. Our team learned that you have to put your ideas out there and not think twice whether your idea will be rejected or glorified. Analytics Lead, Garrett Clare, reflected on how his “teammates were always helpful and insightful, adding their input when necessary, in addition to always being open to what others wanted.” You’ll never know unless you try…or speak.
Overall we learned that the soft skills of collaborating within or across offices and learning how to develop insights and then present them are as important as the hard skills of learning communications or analytics or marketing. Experience matters.
Now back to the mascots…we learned how to work together during the summer, but with football season approaching and going back to school, it might become a little harder…but we’ll figure it out 🙂
Note: our team includes Anna Hodge (PMO), Lauren Harris (Planning), Caitlin Orwin (Account Lead), Allison Rogers (Creative), Chantelle Patel (Media & Eng), Andrew Echeguren (Media & Eng), Brittany Pearson (Digital), Austin Thompson (Digital), Garrett Clare (Analytics), and Andrew Slade (Analytics)