My first project at college dealt with answering the simple question of where to place a “City Target” in the United States. While most teams thought of this a geographic question, I lead my team to create an array of customers, lifestyles, and stories to present as our final project.
Through careful demographic and psychographic research, we realized that the primary customers of a San Fransicso “City Target” would be young, environmentally friendly workers. They were on the go, but cared about what they put in their bodies, and how those bodies left footprints on the earth. Immediately, I began to flesh out these characters. They lived with partners, but didn’t need to be married – they had pets, larger dogs even though they resided in the city, they were active, they were smart, and they were money conscious. They were perfect.
With that information, I pitched not only the location of “City Target”, but the commercial. A Frisbee game, in the park, in the middle of the workday. A friend would catch the Frisbee, once thrown, laughing. The camera zoomed in, the Frisbee turned into the Target Bullseye – and the message was clear – ‘Target, Creating Connections”. It was hit.
Through presenting an Ad Campaign that not only chose the San Francisco area - but also expanded to brand the very franchise of “City Target” through a 30 second commercial, we won the school-wide competition. Since then, I’ve been hooked.
This past fall I completed my senior-level Marketing Research class. As most classes Bryant offers, it was centered around in-class learning and out-of-class application. We were assigned a Research Project at the beginning of the semester, with randomized teammates, a large amount of work, and endless subject possibilities. As always, I was over the moon with the idea of working on a larger scale project, but a little nervous about the whole random-assignment-of teammates scenario.
My team consisted of myself, a collegiate athlete, three commuters that didn’t know one another, and an extremely involved underclassmen. It was apparent at our very first meeting that we would never be able to meet as a team all at once. I got to thinking.
I looked around the room and tried to think of the best way to properly engage all of us – this was a project that could not have been completed on one’s own – and I believed that with the proper research subject, I could keep everyone committed, excited, and efficient. It was at that very moment I realized how athletic my group looked, and everything fell into place.
“Why don’t we research different types of Athleisure?” I suggested, “We could take a range of data, from the expensive athletic wear college athletes are more attuned to wearing, to the more affordable clothing that most college students wear not only to the gym, but to class?” At that moment, I had never been more proud. My team engaged, everyone volunteering for different roles – I figured we would have the samples already accessible, through how different each one of us were – and I was right. I found a way to make our difference our strongest weapon.
The last day of class we all presented our findings. I watched as some of the shyer of my group members shined, and smiled as I realized all of the hard work everyone had put in. It is hard to get everyone engaged, to truly break down any sort of project – anyone who says otherwise is lying. However here we were, a united front, successful.
Through understanding difference, thinking creatively, and communicating effectively, I was able to mobilize a group of college students to help create an attractive offering. Thus far, my work with that group is one of the most proud work I have done. Motivating others and creating an idea that attracts an array of customers is a task I look forward to having the opportunity to do sometime very soon.