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Marketing and Communications 101 from an Intern

by Kelly Garner, Communications Manager

Success is not final, failure is not fatal: it is the courage to continue that counts.

“Kelly—Jesse and I spoke, and we would be delighted for you to join us.” These were the words I received in an email from co-founder of Minerva Consulting, Ashley Elsey. Little did I know what was in store for me as I set out on my first adventure into the real world.

Two weeks later, I packed my bags, bought a new car, and drove 430 miles west to Dallas, Texas where I would begin the next phase of life. I came to Minerva with a 30-60-90 plan for the first three months serving as an intern. To break it down:

By day 30, learn the internal lay of the land
By day 60, add my strengths to the company and what I do well
By day 90, know my role in the company and add value

Now that I have officially reached the third phase of my journey, my desire everyday is to put my best foot forward. In order for me to do this, I find it valuable to reflect upon the lessons learned thus far. So, while looking onward with intention and glancing occasionally through the rear-view mirror, I have developed three key takeaways to achieve a successful journey ahead at Minerva Consulting.

1) A Formula For Success

Marketing communications informs, persuades, and induces action.

One of the first clients assigned to me was Minerva Consulting’s philanthropy effort, Village of Hope Uganda. As account manager and content creator, I was responsible for creating social media content, including Village of Hope’s Facebook, Twitter, and Google+ accounts. I quickly realized I needed more than a post with a fancy subject. To have an effective voice on social media, one must take into account the timing of the post, the visual image used, and the compelling message created. Not only this, but the formula for each post should consist of a problem, solution, and a call to action. This will allow for a consistent message, which in turn will provide the necessary ingredients to grasp the attention of the reader.

2) The Consumer’s Perception is Reality

A good tagline should convey differentiation and a clear benefit to the consumer

In the brief time served with Minerva Consulting, I have learned effective messages begin with the consumer in mind. Before each post I ask myself, “Is this something I would enjoy reading? Is it personable, lively, and sometimes clever?” The secret to understanding marketing communications is to thoroughly understand what people want and to develop a product or concept that satisfies this need. It must be absorbed easily and deliver positive results.

3) Success Requires Team Work

Establishing and maintaining good work relationships is the key to a positive workplace.

Creating effective content while managing all the other aspects of a client’s account can be draining if done alone. This relational strategy is what I have found to be most attractive and most efficient in the work environment at Minerva Consulting. Everyday, I feel blessed to walk through the doors of Minerva and see a group of people who are more than just co-workers. They are team players, committed friends, and a loving family. For me, that is the biggest take-away I can present, and it is why I am overwhelmingly proud to call Minerva Consulting my home.