With a degree in marketing from a great business school, one would think I know about strategy. Words like integrated, strategic, and plan often get thrown around in the marketing and advertising universe. Of course I know what these words are; I studied them. I wrote an umpteen number of marketing plans for both fake and real companies. I have done the work. I know my stuff, or so I thought.
But I didn’t know that I didn’t know. Segmentation, targeting, positioning, and branding are all terms I know in the textbook definition sense, yet I didn’t really know what they meant until I started working at FabCom, a full-service integrated marketing and advertising agency in Phoenix.
Fresh out of college with no experience, what’s a gal to do? …Get a job at a digital marketing firm. Hired as a Social Media Copywriter, I wrote blogs, and you guessed it, social media. I had my list of clients for whom I curated monthly social media calendars while writing brand-building articles for other clients. My purpose was to make my clients local experts and be the voice of their brand in the digital sphere.