Hello from the City that Never Sleeps

July 2, 2015 by

Hello everyone!

Hope everyone is having an amazing week so far. We are a few weeks away from the end of the first summer session, the 4th of July holiday is coming up and overall summer is officially upon us. Time for some good R&R, and vacation time with family and friends. I personally am looking forward to spending the 4th of July weekend with friends in Lake Tahoe. I hear its really beautiful down there, and this would be my first time in San Francisco so I’m looking forward to the experience.

Before I go any further, let me introduce myself. My name is Yvonne Unubun, I live in New York and work in digital marketing at an ad agency called Razorfish, as an account manager. I have a Bachelor’s in Communications from City University of New York’s City College with a concentration in advertising and public relations. In my downtime, which is scarce these days with school, you can find me catching up on some of my favorite TV shows – Nashville, HTGAWM, Grey’s Anatomy, or exploring New York City and the many attractions and fun things it has to offer all year around.

YUnubun_USOpen    YUnubun_BrooklynBridge

Top – bottom: US Open, Walking the Brooklyn Bridge on a sunny summer day.

I am currently in my third class of the IMC program and so far I’ve taken Introduction to IMC, Brand Equity Management and right now I’m taking market research and analysis. To be honest, I wasn’t exactly sure what to expect when I began the program in January of this year. I had originally taken one class at a different IMC program here in New York, but seeing as the program was in a 100% classroom setting it was really tough having to leave work early to commute to class, and then begin the journey back home. Three classes in I have to say although convenient in the sense of not having to physically be in a classroom, online learning is serious business. Between the weekly readings recommended by the professors, reading chapters from the assigned text, weekly discussion posts/responses, and weekly assignments there’s a lot to keep you on your toes throughout the week. However with time you are able to figure out a routine that works for you and your schedule.

As a student ambassador, I look forward to sharing my experiences throughout the program with you all. Also, I’ll be sharing interesting articles, industry news, outstanding marketing campaigns or fun facts about brands, and companies. Feel free to reach out with any questions or suggestions of what you would like for me to blog about.

You can reach me at Yvonne.Unubun@gmail.com.

Cheers from Cleveland

July 2, 2015 by

Hi, everyone! My name is Rachael Moses, and I am a new student ambassador/blogger for the IMC program.  I am currently taking my 4th and 5th classes of the program, and I’m so excited to begin sharing my experiences.

To start, I’ll share a bit about me.  I grew up in Lewis Center, Ohio, a town not far from Columbus, where much of my family still lives.  I am an avid yogi, frequent traveler, outdoor enthusiast, amateur runner, and mom to Steve the one-eyed cat.  I am actually in the process of becoming a yoga teacher and training for my first marathon (wish me luck)!

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I studied marketing and psychology at The Ohio State University and graduated with a BSBA in May of 2013.  While I was in school, I studied abroad in London, was active in the American Marketing Association, worked at The Apple Store, and went to every single OSU football game I possibly could.  I was lucky to have been able to take a semester off to travel Europe with my best friend; in eight weeks we made it to sixteen countries, and I haven’t been able to stand still since!  I also managed to sneak in a few internships while I was in school, and one led me to where I am today.

After graduation (and a quick cross-country road trip), I moved to Cleveland to work for American Greetings as a Marketing Analyst.  I’ve been here for two years now, and am currently an associate on the Target Strategic Account Management team.  In this role, I manage the planning and execution of Mother’s Day and Christmas cards in Target stores nationwide.  I’ve been so fortunate to work for such a creative company so early in my career. And I’ll tell ya, this city does not get enough credit.  I’ve had an incredible experience relocating to Cleveland, and having LeBron up here definitely doesn’t hurt!



Since taking my very first marketing class in high school, I have been enthralled by the subject.  Around the same time, I also developed an enormous interest in the study of psychology, and was fascinated by the thought of these two fields intersecting.  I couldn’t get enough of books like Blink by Malcolm Gladwell and Why We Buy by Paco Underhill.  Consumer behavior quickly became my focus, and I’ve been passionate about the study ever since.  This interest led me to study these topic in college, where I received an impeccable education that prepared me very well for the business world.  But now I’m ready to really make a splash.  I discovered quickly that I yearned to further my education, but in all honesty an MBA never called to me.  Researching alternatives is what led me to the IMC program, and the rest, as they say, is history.  I took IMC 610 this past January, and have thoroughly enjoyed my experience thus far.  The knowledge I have gained has already allowed me to stand out amongst my peers in the workplace and make meaningful contributions to the business.  This program has already opened up several exciting opportunities for me, and I am so grateful to have found it.

I am thrilled to be a representative of the IMC student body, and I welcome any and all questions, comments, anecdotes or anything else you’d like to share. Please don’t hesitate to reach out.  Alright y’all – let’s do this!

Hello from the Hills of West Virginia

June 24, 2015 by

Hi everyone, my name is Pam Shriver and I’m currently in my 7th class in the IMC program. It’s my pleasure to be chosen as a student ambassador for the program.

To tell you a little about myself, I grew up in a small town in WV called Wadestown. The town itself has 11 houses in it (10 now because they tore one down!). My family owns a 244 acre farm and after having been gone for 23 years I now own a house on the farm and live there with my 2 dogs — a Great Dane named Diesel and a Yorkie named Bella. My boyfriend lives with us on weekends and is slowly moving in. My mom, brother and his wife and 101 year old grandma all live in their own houses on the farm as well. We raise beef cattle and my brother owns a farm supply business. I have a nephew who is married and has one son.

I graduated from Shepherd University (College back then) in 1997 with a Bachelors in Political Science. I worked in a variety of different jobs and owned a couple businesses during my 20 year marriage. When that ended a few years ago and I needed to go back into the work force, I was honored to work with the Alzheimer’s Association of WV and now with WVU Healthcare. My current position is as a Public Relations Specialist for Rosenbaum Family House (a home-away-from-home for adult patients and their families) and Volunteer Services. I love my job. Every day is different and I get to make a difference in people’s lives which is a great feeling.

I started the IMC program in 2014 and look forward to graduating in May of 2016. I wasn’t sure about the program when I started but the more classes I’ve taken, the more I am enjoying the process. I like that each class is structured the same but also very different. Even though you aren’t able to sit and talk across a table with fellow classmates or your professor the interaction you are able to have with each other is easy, beneficial and makes you feel like you really know each other. Our professors are all “in the business” and are able to help us with whatever we may need. The feedback they give on our assignments is thorough and well thought out which helps making the next assignment easier.

Studying in a totally online course is definitely a challenge but it’s well worth it. The benefits I’ve already seen in my current job are immense. I wouldn’t trade this program for a classroom setting. I’m happy to answer any questions you may have and definitely will help in any way I can. Feel free to contact me here or via my personal email. I look forward to hearing from you!


Hello from Vegas!

June 23, 2015 by

Comfort zones—we all have them. Some of us break out of them more easily than others. For me, this last year has been all about stepping outside my boundaries of comfort—such as deciding to pursue a significant career change and starting the WVU IMC graduate program. Also, becoming a student blogger definitely involved moving beyond my normal level of comfort. I have never blogged before, but I’m excited to write and share some experiences!

So, as one of the new IMC student bloggers, I just wanted to introduce myself to everyone! My name is Breanna, and I am currently working on a career transition out of the Air Force and into the marketing field. While the Air Force has been a great experience (I’ve had the opportunity to travel to Afghanistan, Africa, Kuwait, and multiple states in the U.S.), it is time for me to move on to the next chapter of my life.


I have always been extremely intrigued by how businesses operate—but more specifically, how businesses develop and implement marketing programs. Every day we come into contact with different marketing programs through various communication tools such as commercials, sales promotions, social media, and advertisements. Each tool is used to send a message. Each marketing message tries to cut through the clutter and competition and attempts to make a connection with consumers. It’s all so very interesting, and I’m extremely glad that I get to develop these marketing communication skills in this IMC program.

I’m currently in my third course, and it has been a great learning experience so far. Despite the fact I have no background in marketing or business, I feel really comfortable with the class materials and assignments. So, for those of you who are interested in pursuing the IMC program, don’t worry if you have limited experience with marketing! Also, for those of you already in the program, I hope you enjoy the blog!

Email: bmschmidt@mix.wvu.edu

Hello from the Mountains of Southwest Virginia!

June 16, 2015 by

Hi everyone! My name is Nathan Rasnake and I will be one of your new IMC bloggers. After looking at previous bloggers posts, I’m eager to get started and have a lot to live up to!

Just a little bit about myself. I was born and raised in the small town of Haysi, Virginia (often pronounced as “Hay-Side” or “Hay-See”). I earned my undergraduate degree in Business Administration from The University of Virginia’s College at Wise. During my undergraduate career, I was very involved in student life. I was involved in Greek Life, Student Government, Student Activities, Intramurals, and several other organizations. All of my experiences during my undergraduate career have helped prepare me for my future and the IMC program. I started the IMC program in August of 2014 and plan to graduate in the Summer of 2016. My ultimate goal is to continue working in Higher Education and work my way up the ladder. If you haven’t visited Wise or Southwest Virginia, you’re missing out! Check out these photos of our campus at UVA-WISE (Courtesy of UVA-WISE).

Jefferson (3) UVa-Wise Fountain

I am also lucky enough to work for my Alma Mater as an Admissions Counselor. My job is a lot of fun and allows me to apply much of what I’ve learned in the IMC program. I get to recruit students from the Roanoke Valley area, run social media channels, assist in planning of events, creation of marketing materials, and I also advise the Student Ambassador program at our college (pretty neat since I’m an ambassador now!). I have found a love of Higher Education and hope to bring new ideas to my job through the IMC program.

Now that I work as an Admissions Counselor, I am able to travel to new places and experience new things. Even though I live in Virginia, I was never able to travel a lot. But now I travel as much as possible with my friends. In the past year, I’ve been able to visit several historic/tourist attractions but  Asheville, NC., and Richmond, Va. are my favorites. These may seem like small trips to many, but they are very special to me. The friends I made in college have become my family and I cherish every moment I get to spend with them.

AshevilleShort Pump

I also plan to visit Morgantown very soon so I can finally say I’ve stepped foot on the WVU campus. After seeing some of the photos and videos from INTEGRATE, I’m dying to visit!

I chose the IMC program at WVU for several different reasons. The IMC program was brought to my attention by a previous supervisor. She was working on her IMC certificate and while talking about my interest in marketing and public relations, she told me about the IMC program and how she thought it would be great for me. After doing some research and talking to my admissions counselor from UVA-WISE (an alumnus of the IMC program), I decided to apply. The IMC program stuck out from other graduate school programs because it allows students to take classes at their own pace, produce work that can be used in real life scenarios, and is quite unique in that it combines several fields of study into one major. I come from a background in business, but chose to focus my electives on marketing and communications. The IMC program allows me to put my business degree to use and learn more about marketing, public relations, communication studies, analytics, and much more. Being able to get a quality education from some of the top marketing specialists while working a full-time job was also a huge perk to the program!

Well, enough about me. If you have any questions about the program or my experiences, please feel free to contact me through any of my social media accounts or email.

Facebook-Nathan Rasnake

Linked In-Nathan Rasnake



I look forward to writing, learning, and sharing my experiences with you all throughout this journey!

How 360-Degree Video Changes The YouTube Experience

June 15, 2015 by

It’s the next step to a more immersive video experience.

YouTube now supports 360-degree video, meaning likes and comments aren’t the only way for people to feel connected to the content they’re watching.

The addition enables viewers to explore video content beyond typical limitations of what’s visible in the frame.

With the power of 360, desktop users can use the mouse to navigate a pan button to look right or left, up or down– even behind, putting the viewer in control of what’s in frame.

Mobile users can either touch the screen or simply move their device to change the angle of what’s being viewed. The mobile experience, much more than desktop, is incredibly intuitive.

So who is publishing 360 content?



Adrenaline junkies:

Dubai360 recently released the world’s first 8k resolution 360 video:


How will 360 video influence digital marketing? 


Navigating the Zero Moment of Truth with Paul Roetzer & Marcus Sheridan at #INTEGRATE15

May 30, 2015 by

What’s become clear is that marketers today face challenges that we have never faced before.  We are pulled in varying directions, asked to do more with less, and essentially pave our own way in the job market.  As Scott Cuppari said, “The marketing landscape has changed more in the last two years of my career than in the previous 18.”  With all of that nagging at our minds 24/7, how do we rise to the challenge?

Paul Roetzer, Founder & CEO of PR 20/20 and author, touched on a number of different ways in which we, as marketers, can better take advantage of these changes and move in a direction that helps us better adjust to the changing marketing landscape.

Paul communicated great strategies that will help marketers better build relationships with customers before they reach the moment of purchase.  Communicating with customers during the Zero Moment of Truth (during their research phase before they actually make a purchase) helps marketers build relationships and create top-of-mind awareness.  Transitioning out of a disruptive manner of marketing and into a more cohesive and collaborative process helps to build relationships with customers.

What this relationship does is build trust.  Marcus Sheridan, Inbound Marketing Consultant, Speaker and Author of The Sales Lion blog, says the focal point of successful marketing and customer engagement is trust.  Eliminating customer fears and accommodating those that are interested in your company (instead of yourself) prevents you from “being the K-Mart” of your industry.

So, how do we create these relationships in the Zero Moment of Truth?  Address your elephants. Marcus Sheridan spoke about owning the conversation happening online about your industry.  Embrace honesty, embrace transparency, and own the conversation.  Find customer concerns regarding price, problems, and competitors and create content that addresses these concerns.  This not only causes the customers to trust you, but you set the foundation for building successful relationship before they even contact you directly.  Companies become thought leaders, which adds value to the relationship.

An important concept in regards to content marketing is that businesses can no longer count on consumer ignorance as a marketing strategy.  Customers will find the “elephants” and if you don’t address them honestly and transparently you will lose out on the conversation.  Owning that conversation and being honest about who you are and what you do can put you ahead of your competitors.

What actionable items can you implement tomorrow that impact the Zero Moment of Truth?

Express Yourself… with a Powerful Resume

May 30, 2015 by

If you weren’t at #INTEGRATE this year or if you weren’t able to have your resume reviewed, here are a few resume pointers shared by the IMC professors.

Pay attention to consistency. You want to make the best first impression, so make sure your format, font, and framework is consistent throughout your resume.

View your resume as a living document: Make sure you have an offline (traditional resume) and online resume (ex. integrated website tying into social media work, profiles, and examples of work) as well. But, both of these documents have to be connected with each other.

– Professor Karen Freberg

I am a huge fan of people listing a wordpress site or LinkedIn profile so employers can see the multiple dimensions of an applicant.

– Professor Mike Fulton

If you are asked to limit your resume to a page, then build out your LinkedIn page or personal website to promote your professional and/or academic accomplishments.

When you detail your experience with a specific position, make sure the statement is measurable. (i.e. Increased media coverage of my company by XX% over a year). Additionally, if you include social media as a skill on your resume, be able to back up your activity with specific results (campaigns developed, measurement statistics, etc.)

– Professor Rebecca Anderson

Be sure to have specific objectives rather than broad, meaningless terms. Customize the objectives so they are in alignment with the position you are applying for.

– Professor Bonnie Harris

Once you build or update that resume, put it to use! If you’re looking for a new position, the WVU IMC job board is updated every Friday, and is full of outstanding opportunities.

If you did have your resume reviewed today, please add some of the best practice tips you received in the comments section below!

#Integrate15: Networking

May 30, 2015 by

The day sessions at INTEGRATE are a fascinating, educational component of the two-day experience. Equally enjoyable, however, are the opportunities to socialize outside of these scheduled presentations.

I’ve met WVU IMC instructors, former classmates, fellow bloggers and new IMC friends. INTEGRATE conversations are an incredible reminder of the range of talent and experience connected with this conference.

Here are some photos from Friday’s Graduate Pinning Ceremony and Networking Reception:

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Shout out to my fellow WVU IMC bloggers attending #Integrate15! I first met Kat and Julie last year at INTEGRATE. Sarah and I met at graduation in May; we also shared the same Capstone course. It’s great connecting with these bloggers in person.



WVU IMC graduates participating in the Graduate Pinning Ceremony on Friday. Thanks to Tyler for snapping this shot with a selfie stick!


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Becky, Becky and I thought we would take a “Rebecca” photo as we all share the same name. This was my first time meeting these two, and they were so friendly! One of the great things about INTEGRATE is how easy it is to start a conversation with anyone attending. Meeting others who share your passion (and in my case, name!) is always inspiring.


What was your favorite part about Friday evening’s events? Did you meet any former classmates or instructors?


Customizing the customer experience ecosystem with Scott Cuppari at #INTEGRATE15

May 30, 2015 by
More and more companies are being asked to build relationships with their customers, but what happens when you take that relationship a step further?  #INTEGRATE15′s Saturday opening keynote, Scott Cuppari Global Marketing Director, Coca-Cola Freestyle, gave us a little insight into what it’s like to not only create a cohesive and engaging customer relationship, but to build a customer experience ecosystem that personifies your brand.


Scott encouraged us to not stop at a destination, but think about what that destination may mean for our experience ecosystem.  If you’re directing a customer to a billboard, web site, mobile app, or web banner…what happens next?  What is the next option or action that takes the customer from completing a mutually beneficial transaction (purchasing, downloading, etc.) to going on a brand journey.  Essential…now what? What’s the authentic message that fits with your brand?




What is the take away from that experience?  More importantly, taking customers on a journey requires that you tailor your message to your brand and the medium.  If customer’s can’t digest the information when they get there, your company is missing an opportunity to bring them along on the rest of the journey.  As Scott said, “It’s not enough to do something well, you have to customize it.”


As marketers we need to think about creating a personalized journey for customers in our experience ecosystem because that’s what will turn them into brand advocates.


What steps will you take?


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