New Speaker Series: CrossTalks

CrossTalks Speakers in front of sign

The first CrossTalks event hosted by the Ciocca Center took place on Saturday April 6, 2024 as part of the College’s celebration of 50 years of coeducation. Cassie Gevry, associate director of the Center, introduced the new series bringing esteemed speakers to give provocative and engaging presentations to connect the community across campus, generations, disciplines, industries and beyond. This event showcased three alumnae: Julie Halpin Anderson ’84, Francine Rosado-Cruz ’94, and Carolyn Risoli ’86. They presented on “Discernment in Action,” highlighting the value that their liberal arts education and various majors bring to their work in business. 

Julie Halpin Anderson ’84, a French major, is a brand builder, leadership coach, and creativity accelerator, known as one of the industry’s most recognized and well-respected experts on brand strategy and creative expression. During her talk, she reflected on her journey as a Crusader, acknowledging past feelings of dissonance between her chosen industry of advertising and the Jesuit call to be a woman for others.  Julie recounted a pivotal moment when a colleague’s creative idea sparked a realization about the essence of her work in advertising – not just selling products, but facilitating moments of inspiration and creativity for others. This epiphany led her to explore the deeper significance of creativity and its potential connection to spirituality, prompting a shift in perspective towards her role as a facilitator of “goosebumps moments.” She further illustrates this by asking “what business are you in…really?” to help others uncover a deeper purpose and foster a sense of serving others, ultimately affirming her identity as a Crusader.

Francine Rosado Cruz ’94, an English major, is an HR strategist, consultant, and executive coach, considered to be a thought leader, influencer, and subject matter expert on diversity, equity, inclusion, and belonging (DEIB). Francine embraces and embodies Jesuit values of magis, discernment, service rooted in justice and love, solidarity, and kinship, as they are symbolic to the most important values in her own career.  She started by reminiscing about her father’s humble origins in Puerto Rico and her family’s multicultural background. She recalled her journey through college, guided by their father’s insistence on a Jesuit education, and how the values such as cura personalis and magis shaped her career path towards DEIB work. Francine recounted pivotal cannonball moments, including experiences with her college roommate, career choices, and health scares, crediting the liberal arts for her ability to stay curious. In the end, she expressed gratitude for the Jesuit values instilled at Holy Cross, which continue to inform her personal and professional endeavors, advocating for a life of dialogue and unity.

Carolyn Risoli ’86, a history major, is a fashion and luxury industry executive with over 30 years of experience. She is a seasoned veteran and pioneer in the field. She starts her talk with the question the interviewer from her first job out of college asked her, “History Major? What are you going to do with that?”  Drawing parallels between historical analysis and business strategy, Carolyn highlights the importance of learning to “think critically, speak persuasively, and write effectively” as well as developing pattern recognition as a means to predict consumer behavior. She encourages students not to focus solely on job-specific skills but to embrace the broader perspective and adaptable mindset fostered by liberal arts education, which equips them to thrive in an ever-changing world. She closes with “So what can you do as a history major? Pretty much whatever the future throws at us.”

This CrossTalks event will be the first of many.  If you are interested or know someone who might be great at sharing their story on stage in < 15 minutes, apply to be a CrossTalks speaker.  We encourage you to take this opportunity to inspire others with the connections you have made between your studies and the value you bring to the business world. 

Stay tuned for links to the recorded talks in the coming days! 

WooTank Intercollegiate Showdown

Rob Murner speaking

On April 2, 2024, eight student-run organizations participated in the inaugural WooTank Intercollegiate Showdown at the BrickBox Theater in Worcester hoping to secure real investment for their startup company. Student entrepreneurs hailing from the College of the Holy Cross, Clark University, Nichols College, and Worcester Polytechnic Institute, presented to a panel of esteemed and notable sharks. Among them, Brian Geisel serving as the CEO of Geisel Software, Mark A. Wingertzahn, Ph.D., holding the position of Head of Development at INVIVYD, and Margaret McEvoy-Ball, with 40 years of experience in technology marketing and sales. 

Representing the College of the Holy Cross were TJ Haigh ‘26 showcasing his app Trivflic and Logan Mott ‘27 and his brother Skylar Mott (who attends Leigh) revealing their invention Mark-It. Trivflic was awarded $2,000, and Mark-It received $1,500 to continue the growth of their initiatives. Moreover, all teams received valuable in-kind rewards, including 100 hours of mentorship from the sharks, WorcLab memberships, strategy sessions with Mike Mitchell, and meetings with MassVentures.

Congratulations to our students from the College of the Holy Cross for their pitches: 

– TJ Haigh ‘26 founder of Trivflic

– Logan Mott ‘27 and Skyler Mott founders of Mark-It

Tj Haigh, Logan Mott, and Skylar Mott

Further congratulations to the following students pitching from Nichols, WPI and Clark:  Continue reading “WooTank Intercollegiate Showdown”

11th Annual Cross Tank Competition

Winners of the Cross Tank Competition

The 11th annual Cross Tank Competition took place on Monday, March 25th, at Smith Labs 155, hosted by HC Launch through the Ciocca Center. This year showcased an array of pitches, highlighting fresh and innovative approaches to problem-solving. Ideas ranged from optimizing track and field distance tracking to unveiling a 100% waterproof fabric, an app for musicians to collaborate to, and more.

Our panel of judges brought a wealth of diverse expertise to the table, featuring 2022 winner Nick Lazzaro ’23, Venture Forum Executive Zak Dutton, and Adjunct Professor and Healthcare Executive Tom Patton ’86. Teams vied for a total prize pool of $9,250.

The competition unfolded in two categories. In the Concept Stage, participants presented business ideas poised for launch:

  • First Place ($1,500): 

Continue reading “11th Annual Cross Tank Competition”

Navigating Venture Capital: Insights from Joe Darcy ’11

After having the chance to sit down with Holy Cross alumni Joe Darcy ’11, many valuable insights were taught on the inner workings of a venture capital firm, career paths leading up to these roles, and how students can maximize their time while here on the hill. 

Joe’s journey into the world of venture capital has landed him as Investment Manager at Volvo Group, where he plays a pivotal role in the company’s team. With a focus on investing in startups relevant to Volvo’s industry sectors, Joe and his team conducted thorough due diligence, meeting with hundreds of startups annually to find the right fits for the company’s investor portfolio. Joe’s entrepreneurial background—starting his own hockey club at just 14 and building the Holy Cross Club Hockey team from the ground up while serving as club president—equipped him with the mindset needed to thrive in the fast-paced world of venture capital.

Drawing parallels between building a VC portfolio and assembling a hockey team, Joe emphasized the importance of diversity in both. Just as a hockey team needs a mix of forwards, defensemen, vocal leaders, and quiet leaders to succeed, a well-rounded VC portfolio requires a diverse range of startups with different strengths and personalities. It’s this blend that ultimately leads to success, as each startup contributes to the collective goal of building businesses and generating investment returns.

Joe also shared valuable academic advice for current Holy Cross students. He emphasized the importance of taking advantage of resources like .edu emails to network and explore career opportunities early on. This access provides students with a distinct advantage in connecting with alumni and industry professionals, facilitating mentorship, internships, and job opportunities crucial for their future careers. Joe encouraged students to embrace their time at Holy Cross as a period of growth and learning, urging them to be sponges and absorb as much knowledge and experience as possible. He highlighted the benefits of the tight-knit community at Holy Cross, which not only fosters strong relationships but also prepares students for professional workspaces beyond graduation.

In conclusion, Joe’s journey from Holy Cross to venture capital exemplifies the value of a liberal arts education in preparing students for diverse career paths. Through his experiences, Joe has not only made the most of his post-grad life but also offered valuable insights and advice for current and future Crusaders embarking on their own professional journeys.

Written by Nico Corporon ’26

Student Highlight: Nico Corporon ’26

Nico

My name is Nico Corporon and I am a current second year Political Science major pursuing a business certificate in business fundamentals and entrepreneurship. During my time at Holy Cross, I have engaged in a diverse set of activities, including membership in HC Launch, Finance Club, Men’s Club Hockey, and serving as an exam proctor. Most recently, I will be taking up the opportunity to serve as an intern for the Ciocca Center this spring semester. 

My involvement with the Ciocca Center has been incredibly transformative so far. Through HC Launch, I collaborated with a local Worcester startup named Multiscale Systems, contributing to a complex research project focused on the manufacturing of Gen IV Natrium Reactors. This eight-month project provided me with the opportunity to delve into the nuclear energy sector, engage one on one with C-Suite executives, and produce a comprehensive research document piling over one hundred pages in length.

Additionally, the Ciocca Center has served as a platform for honing my skills through participation in business competitions, similar to the recent Innovation Challenge hosted by Sideline Swap. Looking ahead to this upcoming internship, my focus will be on enhancing student involvement in Ciocca Center events, fostering greater engagement on social media, and connecting with alumni to produce insights into maximizing not only my potential within the Ciocca Center, but the rest of my Holy Cross peers.

I am very grateful for what has come through my involvement in the Ciocca Center thus far, and look forward to what lies ahead!

Nick Lazzaro ’23 Wins 40 Under 40 Award

Nick Lazzaro with friends and family

In recent news, Holy Cross has been excited to witness the achievements of one of its alumni, Nick Lazzaro, a member of the class of 2023. Nick has been making headlines in the entrepreneurial realm with his company, Nick’s On-Site Detailing. His journey from a student at Holy Cross to a successful business owner not only deserves applause but also offers valuable lessons for aspiring entrepreneurs within our community.

Nick’s recent recognition in the Worcester Business Journal’s esteemed 40 Under 40 awards ceremony is a testament to his dedication and innovation through Nick’s On-Site Detailing. This acknowledgment not only celebrates his achievements but also highlights his entrepreneurial spirit, which has set him apart in the business world.

During his time at Holy Cross, Nick actively engaged in the Ciocca Center Shark Tank Competition, an experience he considers pivotal in shaping his entrepreneurial path. Reflecting on this experience, Nick emphasizes the importance of effective pitching, noting how the competition provided him with a platform to refine his skills, receive valuable feedback, and gain confidence in presenting his ideas. “The shark tank competition was instrumental in my pitching skills development. It allowed me to learn from mistakes, receive feedback from alumni, and gain comfort in presenting,” Nick shared.

A key takeaway from Nick’s journey is his unwavering determination to seize opportunities and step out of his comfort zone. His decision to apply for the Worcester 40 Under 40 award underscores the significance of taking risks and putting oneself out there, ultimately leading to remarkable achievements. Nick also advises current Holy Cross students to embrace challenging coursework, believing it will equip them with the skills and resilience needed for future success.

Nick Lazzaro’s journey from Holy Cross student to a recipient of prestigious business awards is both inspiring and instructive. His story serves as a beacon of hope for budding entrepreneurs within the Holy Cross community, reminding us of the importance of perseverance, seizing opportunities, and embracing the journey towards our work. 

Written by Nico Corporon ’26

Massachusetts Biomedical Initiatives Site Visit

Students at MBI

My name is Maeley Nakamura and I am in the class of 2026 majoring in Economics and minoring in Ethics, Society, and the Institution of Business and pursuing a business fundamentals certificate alongside entrepreneurship. I had the opportunity to go on a Site Visit to Massachusetts Biomedical Initiatives (MBI), as it is a step to earning a Certificate in Entrepreneurship. Massachusetts Biomedical Initiatives, located in Worcester, is an incubator that encourages scientists to take transforming innovative ideas and make them into tangible realities, empowering entrepreneurship. 

During the visit, Jon, the CEO of MBI, provided us with a thorough tour of the facility, offering insights into entrepreneurship in biomedicine. One of the hallways we walked through showcased various inventions originating from Worcester, such as pieces of the space suit, birth control, and the duckbill pipe wrench. It was fascinating to see how MBI continues to foster innovation through its incubator. While technically an incubator, I found it unique that MBI exhibits qualities of an accelerator by actively supporting and guiding entrepreneurs through the entrepreneurial process. The environment and architecture of the building was particularly notable with each floor, wing, and section representing a different stage of progression. For example, the journey for entrepreneurship at MBI starts in a small lab room for initial experimentation and research then goes into larger labs with an office dedicated for manufacturing. When the tour concluded, we all sat down to converse and ask questions. Jon shared some valuable insights. Something that stuck out to me was his ideas of the entrepreneurial mindset. He says some great advice he was given was to meet one new person every day to expand your network, adhere to the “touch a paper only once” principle to promote efficiency and productivity, and be a problem solver, addressing challenges proactively. Jon also emphasized the importance of a liberal arts education, highlighting that liberal arts students know how to learn. In conclusion, I personally had the best time during the site visit. I was able to get a glimpse of the complex and powerful ecosystem of biomedicine entrepreneurship at MBI.

Written by Maeley Nakamura ’26

Students Explore Business Over Winter Break

Students at Fidelty Networking event with Tom Jessop '88 President of Fidelity Brokerage

Kicking off the spring 2024 semester, 160+ students participated in four concurrent workshops the week before classes began.  The week of January 18-22 was led by 25+ alumni presenters and mentors in the following areas:

Fullbridge Professional Edge: This simulated workweek provides exposure to the basics of business and an opportunity to collaborate in teams through active learning culminating in a final presentation where students present a growth idea for a Fortune 500 company. Special congratulations to Team Under Armour for the innovative growth idea securing them each the top prize of a $300 Apple gift card! Kathryn Sweet ’26, Charles Bacon ’27, Marisa Mamak ’27, and Mary Powers ’27 led by Coach Carmen!

Corporate Finance & Banking: 38 students toured at top Boston banks including Bank of America with Ted Lynch ‘84, SV Health Investors with Tom Flynn ‘87, and Natixis Asset Managers with Beatriz Pina Smith ‘87.  The highlight of the workshop was the fourth annual networking event held at Fidelity, hosted by Tom Jessop ‘88.  

Interview Prep: Personal branding and a core value proposition are key to successful interviewing. 86 students further developed their elevator pitch and practiced interview skills with the Center for Career Development followed by successful career tips from notable alumnae including Mimi Doherty ‘02 and Christina Imrich ‘08.

Marketing Communications & Sales: Alumni led 34 students through the practical exploration of advertising, marketing, sales, and public relations including, JR Butler ‘08, Catherine Cote ‘18, Tyler Dooley ‘17, Katie Macdonald ‘07, Kerri Mannion ‘19, Courtney Quinn ‘96, Cal St. Denis ‘08.  Teams competed in the PepsiCo Challenge, each tasked with bringing SodaStream to the next level with short- and long-term strategic thinking. Thank you to our PepsiCo judges Rowan Burgess ’23, Maureen Connolly ’18, Alex Smith ‘14, and Chris Vandervoorn ’19.

Many of the students participated in more than one opportunity as they worked towards Business Certificate Program completion, including the month-long Excel Tutorial offered during the month of January.

Check out the @holycrossbusiness Instagram page for photos from the event and follow to stay up to date with future programming and highlights. 

Entrepreneurship Course Students Pitch Business Ideas for Final Presentations

Students Presenting

Thursday, December 7th marked the last day of classes and final presentations for students in the Entrepreneurship Class taught by Tom Patton ’86. Students presented business ideas to a panel of judges from SV Health Investors, including Andrew Capetta,  A.J. Rossi, and Megan MacDonagh.  SV Health Investors is a venture and private equity investor that backs entrepreneurs in the healthcare space. 

Students pitched their ventures on a variety of innovative topics including:

  • PennyVentures, an app to support students who study abroad that combines budgeting, social media, and connections to local restaurants and services vetted by users.
  • Bass River Cruise, a luxury boat company providing unique water bound experiences on the Cape.
  • Splitz, an app that easily divides expenses for group online orders. 
  • VapeEscape, nicotine patch therapies in fun shapes and colors to encourage young adults to quit vaping without the stigma. 
  • UniBite, an app to aid college students in maintaining healthy and nutritious diets.

After deliberating, the panel announced the winning teams.  Second Place went to Team UniBite comprised of Devyn Gianino ‘25, JP McCarthy ‘24, Ashley Bunici ‘26, and Nico Corporan ‘26.  First Place went to team VapeEscape comprised of Eileen Evans ‘25, Mikey Rufino ‘24, and Mary Pat Sayre ‘24.  

First Place Team

To close the event, Cassie Gevry, Associate Director of Business Certificate Programs for the Ciocca Center at Holy Cross, shared the dates for upcoming spring events such as CrossTank, the annual Holy Cross spring pitch competition, to be held on March 25, 2024. She also announced that the city of Worcester will hold the inaugural WooTank Intercollegiate Showdown on April 2, 2024 where winning teams from their respective college competitions will compete for capital from real sharks. This year, competing colleges include Holy Cross, WPI, Clark University and Nichols College. Students from the Entrepreneurship course were encouraged to compete. 

No More Confusion: Your Ultimate Guide to Marketing Communication Lingo

 

Cartoon picture of business people talking

Considering that every industry has its own language, concepts, and acronyms, try to familiarize yourself with this list if you are interested in the Marketing Communications industry. The list of need-to-know terms will continue to grow as time, techniques, and technologies advance, so feel comfortable asking about a term or acronym if you are unfamiliar with it because chances are that others are also in the dark when they hear “UX,” “KPI,” or “CTA.”


General Marketing Terms

  • Analytics: In marketing, analytics refers to the process of analyzing data to determine the return on investment of a particular marketing activity. Marketers may also use the term “analytics” to talk about the dashboard or system they use to review and track this data.
  • B2B: Business-to-business marketing refers to companies that market their products or services to other businesses rather than individual consumers. (See also B2C below for comparison.)
  • B2C: Business-to-consumer marketing refers to companies that sell their products or services directly to the end customer.
  • Brand: A brand is the way a company is perceived and experienced by potential customers. Pieces of a brand include its logo and other design elements, the voice it uses when interacting with customers, and the target customers it’s known for serving.
  • Brand awareness: The extent to which potential customers are familiar with your company and the distinct images or qualities that are associated with what you are selling.
  • Buyer persona: Imaginary profiles of ideal customers based on real-life consumer data, which are used to inform the audience, tactics, and tone of marketing activities.
  • Call to Action (CTA): A prompt encouraging website visitors to take a specific action, such as signing up for an email newsletter or making a purchase. CTAs guide potential customers through the next step in the sales funnel.
  • Campaign: A cohesive set of marketing activities designed to achieve a specific goal, such as spreading awareness of a product or increasing sales.
  • Case study: A type of content showcasing a company’s work with a past customer, often using statistics or other quantifiable results to highlight the value provided.
  • Cold calling/emailing: Outreach by phone or email to potential customers with whom the company has had no prior contact.
  • Content: Any piece of information created to be viewed by an audience, such as blog posts, email newsletters, social media posts, videos, or print brochures.
  • Customer journey: The process that describes the stages a potential customer goes through—from showing initial interest to completing a purchase or interaction.
  • Engagement: Refers to the connection and relationship marketers build over time with their customers, often measured by actions like clicks, comments, or shares in digital marketing.
  • Lead: A potential customer who has engaged with a brand and shows interest in its products or services.
  • Qualified Lead: Leads identified as high-potential customers based on engagement or data, often passed along to sales teams for follow-up.
  • Return on Investment (ROI): A core metric of whether a marketing campaign yielded enough success to justify its cost.
  • Sales funnel: The process that potential customers go through before making a purchase, starting with awareness and leading to conversion.
  • Unique Selling Proposition (USP): The standout feature, quality, or value that differentiates a product or service from its competitors.

Media, PR, and Communications Terms

  • Byline: An article written for a publication, often ghostwritten to appear under a client’s name.
  • Earned Media: Publicity or exposure a company receives from third-party sources, such as journalists or influencers, without paying for it.
  • Media Relations: Managing the relationship with members of the media to secure press coverage and maintain a positive brand reputation.
  • Media Training: Prepping clients to effectively handle media interviews, ensuring they deliver the desired messaging while maintaining confidence and composure.
  • Newsjacking: Injecting your brand, service, or client into trending or breaking news to gain publicity or visibility.
  • Owned Media: Media channels directly controlled by a business, such as its website, blog, or LinkedIn profile.
  • Pitch: A proposed story idea shared with journalists, often used to secure media coverage. This is typically sent in an email or via direct outreach on social platforms.
  • Press Release: An official statement or announcement sent to the media to share important news about a business, product, or event.
  • Share of Voice (SOV): A metric that evaluates how much visibility or market presence a brand, product, or service has compared to its competitors.
  • SME (Subject Matter Expert): An authority on a topic, often used as a spokesperson for a company or specialized projects.
  • Stakeholder: Any individual or group—internal or external—who has an interest in a business’s success.
  • Thought Leadership: Positioning oneself or a brand as an expert in a specific discipline through content, speaking engagements, or other authoritative statements.
  • Top-Tier: Industry jargon referring to the most prestigious national news outlets, such as The Wall Street Journal or The New York Times.

Digital Marketing Terms

  • Content Management System (CMS): A tool marketers and web developers use to create and manage digital content on websites (e.g., WordPress).
  • Keyword: Words or short phrases used in search engines by users, often incorporated into content to increase search engine visibility (SEO).
  • Landing Page: A standalone web page used as part of a marketing campaign, often featuring a strong CTA like signing up for a service.
  • Lead Magnet: A free item or resource offered in exchange for contact information, such as a free PDF guide or discount code.
  • Search Engine Optimization (SEO): Strategies and techniques for improving how a webpage ranks in search engine results pages (SERPs), often by using relevant keywords and high-quality content.
  • Social Proof: The phenomenon where potential customers are more likely to trust a brand or product if they see other users recommending or endorsing it (e.g., testimonials, reviews).

Social Media Marketing Terms

  • Avatar: A profile image used for representation on social media.
  • Boosted Post: A paid promotion for a social media post, typically used to target specific demographics and increase visibility.
  • Cross-Channel: The use of consistent messaging and creative assets across multiple marketing channels, such as combining social media, email, and traditional marketing efforts.
  • Dark Post: Targeted social media advertisements that do not appear on the company’s formal profile or page but are shown directly in targeted users’ feeds.
  • Vlog: A “video blog” released regularly as part of a brand’s content strategy.

Market Research and Analytics Terms

  • A/B Testing: Experiments comparing two versions of marketing material (e.g., webpages or email designs) to evaluate which performs better.
  • Conversion Rate: Measures the percentage of users who take a specified action on a website or platform—this could range from completing a purchase to signing up for a newsletter.
  • Customer Acquisition Cost (CAC): The total expense incurred to acquire a new customer.
  • Customer Segmentation: Dividing customers into distinct groups based on demographics, behavior, or other factors to tailor marketing strategies.
  • Key Performance Indicator (KPI): Data points or metrics used to determine whether a marketing strategy is meeting specific goals.
  • Metrics: Quantifiable indicators (like click-through rate or bounce rate) used to assess campaign performance.
  • S.W.O.T Analysis: A strategic planning framework that evaluates a company’s Strengths, Weaknesses, Opportunities, and Threats.

Additional Useful Concepts

  • In-House vs. Agency: A comparison of working directly for one company (in-house) versus working for a third-party agency serving multiple clients.
  • Whitespace: Refers to untapped market opportunities or unmet consumer needs where there is little competition.