The prevalence of marketing in our daily lives may make it difficult to imagine what life looked like before the digital age. Before cell phones, marketing campaigns were limited to modes such as billboards, magazines, newspapers, sales pitches, and radio. With the creation of the internet and social media, the business industry has taken advantage of the necessity of technology to grab the attention of consumers. Marketing has made its reach both more intimate and widespread with information about businesses directly at consumers’ fingertips. Companies now must fight for consumers’ attention on highly saturated platforms, such as TikTok and Instagram. Due to this shift, digital marketing is an increasingly adaptive and reactive facet of business, as it needs to be able to change based on consumer preferences and trends while simultaneously being effective and authentic. According to Forbes, “It’s no longer about the flashiest marketing campaign.” Younger generations want authenticity from brands. Marketing is no longer a one-way communication; consumers expect that their voices are heard and engaged with through social media. 
To hear from someone who deals with these challenges and engages with digital marketing in their career, I reached out to Madison Noel, an Ohio State graduate and former UBWA Vice President of Marketing. Madison currently works for Western Digital, a large technology company that makes and sells data-storing devices in their marketing and sales sector. When asked if digital marketing is slowing down anytime soon, Madison stated,“the continued growth of remote working, as well as the growth of social media, SEO, and mobile apps, will continue to [contribute] to the growth of digital marketing.” Businesses “can get their name out in front of more consumers…they are able to give consumers more touch points for purchases, such as shopping via a mobile app, a website, and in a physical store.” Social media has created a whole new landscape for consumers to buy products, and with this, a greater prevalence of digital communication has emerged. Businesses can target specific consumers much easier with the use of personalized advertisements based on internet activity which increases businesses’ reach and profits. In addition to the industry as a whole expanding, effective trends have shifted. According to Forbes, “It’s no longer about the flashiest marketing campaign.” Younger generations want authenticity from brands. Marketing is no longer a one-way communication; consumers expect that their voices are heard and engaged with through social media. Companies spend thousands of dollars per month to maintain a marketing presence on social media and achieve a transparent image to consumers. 
Since digital marketing is growing substantially, I was curious if Ohio State properly prepares students for this industry. Madison expressed that “if it had not been for my business classes at Fisher and my participation in UBWA, I think I would not have gotten off on the right foot at Western Digital.” In addition to Fisher classes, Ohio State provides a variety of minors that could complement a more global-centric, digital marketing focused career path. From communication technology, journalism, media production and analysis, to psychology, consumer science, business analytics, and foreign languages, OSU offers a plethora of minors Madison personally minored in Fashion and Retail Studies, which has helped her at Western Digital, since they “sell directly to other large businesses and consumers in physical stores such as Staples, Best Buy, etc. By minoring in Fashion & Retail Studies, I was able to learn how the retail space worked and how to navigate it successfully as a business.” 
If the ever-growing presence of technology hasn’t convinced you enough that digital marketing is a crucial aspect of business operations, take Madison’s word for it: “The businesses that learn to navigate the digital marketing world successfully will be able to outlast those businesses that can’t.” Digital marketing proficiency is crucial to the success of businesses and to a career in a marketing profession. Luckily, Ohio State offers an assortment of opportunities to help gain a more digital perspective in a world where technology prevails. ​

 The desire to travel, see the world, and experience new cultures is a very common dream and aspiration among people throughout the globe. Instead of feeling content with staying in one place, there is a yearning for more. I would know, because I am one of these people that have this extreme wanderlust. A dream I have had since I was young was to visit a foreign country and experience the different lifestyles of people unlike me. Once I found out I had the chance to visit Italy for a short trip during the summer, I knew I had to jump on it. Through the Fisher Global Immersion Program, I will be visiting Italy for 8 days in May. During these 8 days, our group will be visiting multiple large companies throughout Italy to learn about their inner workings. While my excitement is running rampant, I, of course, also have a healthy amount of nervousness. How do I adjust to the new culture? What are the differences in etiquette between Italian companies versus American ones? Will there be a language barrier? And overall, how do I develop a global mindset?

Before going to Italy, I have to answer the question of how to adjust to the new culture gracefully. Since our group will be representing Ohio State as we visit these companies, I knew I should have a better understanding of a global mindset. To gain more knowledge on the subject, I reached out to Beth Blue, the founder of UBWA and a 2003 alumni of OSU. Beth has an extensive and impressive career in business, and more specifically, finance. Beth began her career at Procter & Gamble in Cincinnati, where she spent 8 years in 5 different positions. Two of those years were spent in Minneapolis, where she explains that she was “first bitten by the relocation bug”. After leaving Procter & Gamble, Beth next worked for Cardinal Health in 6 different roles in 9 years. For 3 of those years, Beth worked as an expat in Zurich, Switzerland. She is now the Finance Director of Global Consumer Payments at Amazon as of 2021 and is currently living in Seattle, Washington.

The decision to work abroad is significant and is often met with apprehension. When I asked Beth if she had planned to become an expat or whether it was spontaneous, she answered that it was a mix of both. Being so spontaneous can be intimidating, but Beth explained that “...the most exciting opportunities in life are unexpected, so while I generally know what I want (goals, values, etc.) I don’t plan every step”.

Another aspect to consider is the culture shock of living and working in an entirely new place; it can be difficult to adjust. Beth explained that one way she was able to adjust was to live in an area that was made up of around 25% of other expats. This helped her surround herself with people who she could relate to. Beth added, “ We also took a culture class, which was very helpful.  A teacher came to our apartment and helped us understand Swiss culture (and those rules) and how it differs from American culture”. One of Beth’s last suggestions was to read books about how different cultures work professionally. One that she suggested was “The Culture Map: Decoding How People Think, Lead, and Get Things Done Across Cultures”.   

Aside from the general differences in cultures between countries, there are also differences in company cultures. Although Beth was still working for an American company while she was in Switzerland, there were differences that she noted. She stated that, “one general difference between working in Europe and the US is that time was taken at the beginning of each meeting to formally greet one another, shake hands, kiss cheeks, and celebrate that we were together before getting to the formal agenda”. This is an example of being able to adjust from the “get-to-the-point” American way of business compared to the way many other countries first build relationships. In addition to the differences in professionalism, one also must adjust to working in such a diverse team. Beth suggested “We need to respect the individuality that each and every person brings to a team, as a diverse team simply delivers better results”.

My last question for Beth, and one of the most important, was what her main piece of advice for developing a global mindset was. The overarching theme that Beth encouraged was simply to embrace each experience and to learn from it. Beth stated “With every role you take, you will learn a new aspect of business, and with every team you are a part of, you will need to flex to a new organizational culture”. Beth recommends accommodating international colleagues, such as thinking about the time differences and remembering non-American holidays. Welcome diversity and new experiences.

Beth left me with a quote from Eleanor Roosevelt that I would like to share:

​“The purpose of life is to live it, to taste experience to the utmost, to reach out eagerly and without fear for newer and richer experience.”

For many of us, now is the season of applying for summer internships or our first job after graduation. Applying for these positions can be stressful, especially if you have never applied for a professional internship before and don’t feel you have a lot to put on your resumé. On top of that, many jobs require you to submit a cover letter with the application. When I was first applying to internships my sophomore year, I had no idea how to even start writing a cover letter. Now I have written quite a few and I want to share with you all some tips on writing a really great, professional cover letter. I asked fellow UBWA junior, Lauren Zeck, to share some advice as well.I have compiled all of this into 5 tips for a great cover letter.

Tip #1: Start Strong
Lauren’s first word of advice is to “write a good hook that catches their attention and sets you apart from the beginning.” Recruiters have to read through an entire stack of cover letters, so having a first sentence that stands out will make them want to keep reading. Lauren also suggests that your “first sentence mentions how excited or interested you are in the position.” The company you apply to wants you to be excited about working for them. Don’t tell them that you are applying simply for the experience or because you think you have to have an internship. Even if you aren’t entirely convinced this job will be a good fit for you, find at least one reason you might like it. For example, you can talk about how you enjoy the company’s values or mission statement. Or if the position is somehow related to your hobbies, mention that. I am a film studies minor and have written a few cover letters for marketing jobs in the entertainment industry, so my first sentences usually tell the recruiters that I am extremely passionate about the industry and am excited to learn more about it. 

Tip #2: Relate back to your experience
For the body of your cover letter, it is important that you show the recruiters why you would be a good choice. Lauren explains that you should “be specific about what past experiences you’ve had that you could apply to this specific role.” Let them know that you are capable and that you have some knowledge of the kind of work you will be doing. This is where you can cite some of your past jobs/internships if you have had any. If you haven’t, don’t worry. You can talk about student organizations you are involved with or community service opportunities you have had. Think of this as the evidence backing your claim in an essay. 

Tip #3: Show your personality
Let’s be honest: Resumés are boring. They are a great, concise way to show all of your achievements, but they are just words thrown onto paper. Your successes and work experience are not the only things recruiters want to know about you. They care a lot about what your personality is like and how you view yourself. Therefore, as Lauren advises, “don’t focus too much on using professional ‘business-y’ language.” The cover letter should be a way to showcase how friendly and approachable you are. Definitely keep the cover letter serious and avoid using slang words, but don’t be afraid to add some personality to it. 

Tip #4: Stray away from the Resumé
As we all know, a resumé should be one page of your most recent and impressive achievements. The recruiters have already read your resumé, so tell them some things they don’t know about you yet in your cover letter. You can go into detail about your favorite work experiences, talk about other opportunities that didn’t fit on the one-page resumé, or show how you translate your professional skills into other parts of life. Lauren also adds that “it is important to relate your experiences to the company.” It is helpful to look at things from the company’s point of view and consider what they will find most interesting about you that they don’t already know from your resumé.

Tip #5: Keep it simple
Recruiters don’t want to read a book about your life. You should highlight the most important things that you think they should know about you. Make sure to keep the whole letter one page or less. Lauren’s tip for ending the letter is to “thank the hiring manager for the opportunity to apply, and finish off with a final statement of why you would be a great addition to their company.” This is a great way to end your cover letter, as it shows both respect and gives them an incentive to hire you. 

Hopefully, these 5 tips will help you feel more confident about your cover letters. If you have any questions about this topic or want to talk to me more about writing a cover letter, you can reach out to me at Litzler.7@osu.edu. Also, thank you to Lauren Zeck for sharing some great advice that helped me write this post. ​

When I hear the word “philanthropy”, for whatever reason, I instantly think of famous people who create charities or donate large sums of money to a cause. However, that is not the only way to define philanthropy. Throughout the world, regardless of age or socioeconomic status, many people find ways to give back to their communities and volunteer to help a greater cause. Whether these actions or donations are large or small, they have an enormous impact on people in need. According to the Glossary of Philanthropic Terms, philanthropic activity is technically defined as any charitable act or other good work, such as volunteering your time or efforts to help others or contribute to the overall well-being of society. So, even though people like Bill Gates and Warren Buffett make immense philanthropic contributions, so do everyday people like me and you. 

I recently interviewed Lily DeOliveira and Ashley Goldberg, who are both currently freshmen here at Ohio State. Since they are both business majors who also happen to be on the Philanthropy Committee for UBWA, I thought they would be the perfect people to give more insight on this topic and explain how beneficial philanthropy really is. 

When I first asked them why they joined the philanthropy committee in the first place, they both had similar responses. “I wanted to try something new and become part of a bigger community, and I knew I could do that by joining UBWA and then becoming part of this smaller committee”, Lily expressed. Ashley and Lily also shared that although they have only been on the committee for a few months now, they have already participated in and planned numerous events, allowing them to really get a feel of what it is like to have this important position. Some highlights of events include the second annual Gala x Bricc Foundation, which both girls said is “by far” their “favorite event to have been able to help plan this entire year”. Lily also added that she is “super excited for this event, as we have spent so much time planning it and we can’t wait to see all of our hard work finally pay off”. They informed me that in the “near future”, they will be “helping to coach girls in the Columbus area through the Girls on the Run program”, which empowers young girls and helps them feel comfortable in the world around them. It is clear that this committee is trying to help as many different people as possible, and I commend them for all of their hard work. 

As I dove deeper into this topic, I wanted to find out how planning events like the ones previously mentioned would help with their future goals and aspirations. One response that I got was from Ashley, who said, “even if my line of work doesn’t directly do philanthropy, that doesn’t mean that I can’t do it on my own. Being part of a greater good now is exciting because I truly enjoy giving back to my community, and if I want to pursue that later in life, I may as well get a head start now so I can see which organizations I connect with the most”. In my opinion, this could not be more true. If you find a charity that you’re passionate about, you may as well start helping at an early age. 

The answer that many people would have when asked about the connection between philanthropy and business would have to do with large businesses donating to charities or having their own philanthropies that they sponsor. Lily noted that “many businesses do philanthropic work to give back to the community that allowed them to become so prosperous in the first place”. What many people don’t realize, however, is that there is actually a correlation between philanthropy and business, and they really do go hand in hand. Ashley made the point that “when planning the gala, there were many business aspects that we had to take into account, such as marketing and finance”. For example, they had to plan the gala, find a venue, and then market and advertise for the event to make it appealing to go to. Financially, they had to determine how much money they had to plan the event and how much they could afford to spend. For these reasons, philanthropic activities serve to be extremely beneficial for businesses to take part in. 

So, when given the opportunity to try something new, such as going to a charity event or volunteering in your local food shelter, do it, because the help is always needed and greatly appreciated. Lily said that if she could give advice to anyone, especially regarding the philanthropy committee, she would say to “sign up, be willing to try new things, take risks, and most importantly, go out of your comfort zone. Ashley and I just applied to this committee as freshmen, not knowing much about it, but we wanted to get involved, so we did. Against all odds, we both got a position, and I could not be more grateful for the experiences and lessons I’ve learned."

Editor: Allie Caldwell

Editor: Cassie Kobel

Editor: Grace Berlier 

After graduating college, many people decide to start their  journey in a new city. With this comes the challenge of digging your roots and building a network in that city. UBWA alumna Alexis Lesko moved to Los Angeles after graduating Ohio State with a specialization in Marketing in 2016. She currently works at United Talent Agency in the music department as an Agent Trainee. Alexis shared her strategies with me to “inspire some women to follow their dreams or take a risk.”

Tip 1: Reach out to your coworkers

Building a new social network can be intimidating. A strategy that can help is getting close with your new coworkers. If you sense that you would mesh well with someone you work with, ask them to go to lunch or dinner after work one day. Even if you don’t end up getting close, they can give you the low down on your new workplace including advice to succeed, what the culture is like, and information about your new coworkers. 

Tip 2: Ask your friends and family if they know anyone in the city you’re moving to

One of the best ways to build a network outside of work is to rely on the people you already know. Ask your peers if they have any friends or family living in your new city, especially people they think you would get along with. Alexis says that although “it’s not easy to bring yourself to hang out with strangers” at the beginning, “it gets easier and more often than not they will reciprocate.”

Tip 3: Find a social place to explore a hobby

Whether it be joining a gym or a pottery making group, exploring a hobby can help you meet people with similar interests. Taking up a hobby can also help to occupy your time and get you more involved in your new community. Although it may initially be difficult, ask people in your organization if they want to go out to lunch. At the very least, they can tell you the best local spots.

Tip 4: Reach out to your current network

Post on your social media asking your followers if they know anyone in your new city. Additionally, reach out to any mentors or professors you are close to. There is no shame in using the connections you have built up over your years at Ohio State. Alexis moved to Los Angeles “with no job lined up and no real plan of attack,” but through using this method, a friend of a friend helped her get her current job.

Tip 5: LinkedIn networking

Cold or warm networking via LinkedIn can help you. Make a post on LinkedIn asking your network if they have connections in the city you are moving to. Although “it may take dozens of messages,” eventually you will meet people who are willing to help you. These conversations could be as social or professional as you need. If you are focusing on developing a professional network, set the tone for the call and the questions you ask towards that. However, you can always use this tactic to ask people about the city you are moving to. They can give you good advice and maybe even offer to meet you when you move.

Overall, it is important to put yourself out there when you move to a new place. Alexis says, “If you put in the effort to reach out and meet new people, opportunities and doors will open for you.” When you move to a new city, be true to yourself and you will meet people who actually align with you. Through a new move, it is important to take care of your mental and physical well-being as it can be a scary and draining process.

I would like to thank you for reading this post and Alexis Lesko for her insight on such an important topic! If you have any questions about this content or would like to discuss more about the challenges of adapting to a new city after graduation, feel free to email me at dickman.122@osu.edu.

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Editor: Elya John