Tag: ciocca

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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”. 

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

This acronym is shorthand for business-to-business marketing. B2B companies are those that market their products or services to other businesses.

B2C

This acronym stands for business-to-consumer marketing. B2C companies sell their products or services directly to the end consumer.

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

Buyer personas are the imaginary people marketers target when they design ads or create content like website copy. Although buyer personas aren’t real people, they are created based on data from actual consumers. These personas are then used to inform the audience, tactics and tone of the messages delivered.

Call to action (CTA)

 A call to action is a prompt that encourages website visitors to take a certain action, such as subscribing to an email newsletter or submitting a contact form. CTAs are used to guide potential customers through the next step in a sales funnel. Campaign

A campaign is a cohesive set of marketing activities designed to achieve a specific goal, like increasing sales for a certain product or spreading awareness of a new product feature.

Case study

Case studies are a type of content that typically showcases a company’s work with a past customer, often with a heavy focus on statistics or other quantifiable data that help highlight how the company achieved the desired results.

Cold calling/emailing

A tactic used by salespeople to contact potential customers via phone or email with whom the company has had no previous contact.

Content

Content is any piece of information that’s created to be viewed by an audience. This could include blog posts, email newsletters, social media posts, videos or even print brochures.

Customer journey

Continue reading “No More Confusion: Your Ultimate Guide to Marketing Communication Lingo”

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2023 Innovation Challenge – Recap

Brendan Candon '10 speaking

The Ciocca Center, in partnership with HC Launch, hosted the annual Innovation Challenge yesterday afternoon. Yesterday’s competition revolved around business solutions for SidelineSwap, the premier marketplace dedicated to connecting athletes and sports enthusiasts in the dynamic world of sports gear selling. Founded by Brendan Candon ’10 in 2015, SidelineSwap has a remarkable track record of facilitating transactions exceeding $250 million and has earned its place among the fastest-growing global marketplaces, as recognized by the esteemed Andreessen Horowitz A16z Top 100 list. Backed by influential investors, including strategic partners such as Dick’s Sporting Goods and eBay, SidelineSwap is not only a platform for buying and selling sports equipment but a community-driven hub that empowers athletes to access quality gear affordably. The recent addition of the Trade-in Platform further exemplifies SidelineSwap’s commitment to innovation, enabling retail partners to create circular shopping experiences and fostering a sustainable and accessible marketplace for sports enthusiasts worldwide.

Students were tasked with pitching one of three solutions proposed by the CEO himself: 

Identifying Potential Sales Opportunity:

Identify a sport with over $10 million annual secondhand gear sales potential, requiring research on market size and characteristics for a successful second-hand marketplace.

Creating a User Experience Using AI:

Design an AI-driven user experience to address user problems and drive positive outcomes for SidelineSwap.

Designing a Solution For Cleaning Bats and Clubs in Bulk:

Propose solutions for efficiently cleaning baseball bats, softball bats, and golf clubs in bulk before listing on SidelineSwap.

Integrating AI into the UI: Securing 1st place, API-tizer tackled the challenge by suggesting an innovative incorporation of AI into SidelineSwap’s user interface. Rather than taking the conventional route of directly enhancing the user experience, API-tizer put forth a groundbreaking proposal to integrate AI seamlessly into SidelineSwap’s UI. This integration, facilitated through an API, was specifically aimed at photo verification and data-related processes for enhanced verification. The team not only addressed the prompt but also demonstrated forward-thinking by devising cost-effective strategies for the smooth integration of this advanced tool. Their pitch underscored a profound understanding of how strategically deploying AI could fortify user trust and elevate the overall credibility of the platform.

Savvy Sam: Claiming the 2nd place position, Team Sam directed their focus toward creating a more personalized and efficient user experience. Their innovative solution involved introducing a virtual chat assistant, named Sam, to SidelineSwap’s website. This AI-powered assistant was conceptualized to facilitate personalized user interactions, streamlining the process for users to find customized sports gear more efficiently. Team Sam’s approach emphasized the importance of user-centric design and showcased a commitment to enhancing the overall journey for SidelineSwap users, aligning with the prompt’s objective of using AI to drive positive outcomes for the business.

Squeaky Clean Solutions: The Clean Team, securing 3rd place, devised a meticulous solution aimed at optimizing the cleaning process for SidelineSwap. Acknowledging the operational challenge of managing thousands of sports products, especially baseball bats, softball bats, and golf clubs, the team presented an innovative proposal. Their approach involved implementing ultrasonic cleaners for golf clubs, demonstrating a practical and cost-effective strategy to enhance efficiency and reduce costs in the cleaning process. The Clean Team’s pitch showcased a thorough understanding of the operational intricacies within SidelineSwap’s warehouses, highlighting the significance of maintaining product quality through streamlined cleaning procedures.

Thank you to our judges, Tom Brennan ’86, Terry Waters ’81, and Brendan Candon ’10 for their invaluable time, expertise, and thoughtful evaluation during the SidelineSwap Innovation Challenge.

Winners:

First Place team

API-tizers (Meggan Fourie ’25, Maura Switzer ’25, Ivor Teagle ’25)

1st Place – $1,000:  API-tizers (Meggan Fourie ’25, Ivor Teagle ’25, Maura Switzer ’25)

2nd Place – $500: Team Sam (Nico Corporon ’26, Sean Doyle ’26)

3rd Place – $250: Clean Team (Briana Sullivan ’24, Nico Popeleski ’26, Maya Kryzwda ’24)

Written by Liz Garfield ‘24 

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Five Workshops & One Week: 177 Students Explore Business

Fullbridge team winners

The spring 2023 semester started off with 177 students participating in five concurrent virtual business workshops.  The week of January 18-22 was led by 70 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.
        • Special congratulations to Team Adidas for the innovative growth idea securing them each the top prize of a $300 Apple gift card! Will Croce ’25, Will Sampson ’24, Ignacio Sanchez ’26 and Thomas Foster ’26 let by cCoach Carmen! 
    • Corporate Finance & Banking: With virtual tours at top banks and overviews of corporate finance, corporate banking, and asset management, 20 students spent two days gaining a comprehensive understanding of the industry.   Opportunities to understand the application process and culture of the industry included a recruiter panel and a virtual networking event.
    • The new Entrepreneurship Fundamentals Workshop was led by Bob Allard ’91 and Michael Yatco ’06 where they discussed the entrepreneur’s mindset with 15 students working through business strategy and innovation..
    • Interview Prep: Personal branding and a core value proposition are key to successful interviewing.  60 students further developed their elevator pitch and practiced interview skills with the Center for Career Development followed by successful career tips from notable alumnae.
    • Marketing Communications & Sales: Alumni led 45 students through the practical exploration of advertising, marketing, sales, and public relations.  Teams competed in the PepsiCo Challenge, each tasked with bringing SodaStream to campus for individual use.

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.

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Women’s Impact on Business World Celebrated at Holy Cross’ 17th WIB Conference

 

Fireside keynote chat on stage in the Hogan Balroom
(L-R) Nancy E. Andrews, associate professor of classics, and Erin Robert ’06, managing director of impact finance with JPMorgan Chase & Co., sharing their keynote discussion at the 17th annual Women in Business conference hosted by the Carlyse and Arthur A. Ciocca ’59 Center for Business, Ethics, and Society. (Photo by Rob Carlin)

Women’s Impact on Business World Celebrated at Holy Cross Conference
The 17th annual Women in Business event encouraged alumnae, faculty, staff and students to share experiences and learn from each other.

During the keynote discussion, Erin Robert ’06, managing director of impact finance with JPMorgan Chase & Co., and Nancy E. Andrews, associate professor of classics, reflected on their time on The Hill, how it shaped their careers and how they continue to encourage women as  colleagues and mentees.

“It’s incumbent on us that when we get to the tables, that we recognize that we’re there and what we can do to continue to open the doors and pull the women in behind us,” Robert said.

Robert shared that she uses her Jesuit liberal arts education to help implement and manage initiatives that incorporate the company’s goals of advancing racial equality, unraveling systemic racism in the financial markets, and combating climate change in emerging markets and putting them into action.

Read more in the Holy Cross Newsroom…

 

 

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Thomas Cotter 17 and Brendan Quinn 06 Advocate for Learning and Discovery

Headshots of one students and two alumni.

Welcome to Season 3 of the Mission Driven Alumni Podcast!  New episodes will be released throughout the spring and summer of 2022.

In this episode, Conor Joslin ’23 interviews Thomas Cotter ’17 and Brendan Quinn ’06.  Thomas and Brendan met while Thomas was a student at Holy Cross. Their professional journeys converge thanks to the app INDX, a startup co-founded by Thomas and funded by Brendan. Through INDX, they hope to channel their energy and create a product that fosters learning, discovery and growth for all. True entrepreneurs at heart, they show us what’s possible when you take a problem and focus your efforts on finding a solution.

Interview originally recorded in March 2022.

 

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Ciocca Intern: Conor Joslin ’23

Male headshot

My name is Conor Joslin and I am currently a junior at Holy Cross majoring in Political Science while pursuing a Certificate in Business Fundamentals.

This semester, I am interning at the Ciocca Center for Business, Ethics and Society while taking the course Business of Sport with Doctor Robert Prior as a part of the Academic Internship Program, a requirement for the Business Certificate Program.

Throughout this semester I will be connecting and interviewing various Holy Cross alumni to learn about different career paths and how each used their liberal arts education to succeed in the business world.  Through the Business Certificate Program at Holy Cross, the multiple workshops I have completed, and the variety of clubs, there is such a vast network of successful alumni that I am eager to connect with. On a more personal level, I am very interested in the sales industry, along with some interest in real estate, which is why I am so fortunate for this opportunity to connect with so many brilliant alumni and learn about different career paths.

Take a look at these interviews by Conor! 

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Virtual Entrepreneurship Week Awards Over $10,000 in Prize Money

Congratulations to all of the students who competed during the annual Entrepreneurship Week, March 18-25, 2021, through the Ciocca Center for Business, Ethics, and Society and the Entrepreneurship & Innovation Program at Holy Cross.  These virtual events attracted more than 65 students with 9 alumni involved as judges and mentors throughout the week.

Kicking off the week, HC Launch held its bi-annual Innovation Challenge in partnership with CodeSaders and the Green Fund. The challenge required Holy Cross students to come up with creative ways to build community and connect students during the COVID-19 pandemic. With 11 teams pitching their ideas to a panel of six judges, two being our very own co-presidents of the Student Government Association, students managed to develop and create detailed plans and events that centered around the theme of community. The winning idea of this competition will be immediately implemented with the help and mentorship of Dean Murray.

Normally, the Innovation Challenge would have been held in person, but due to COVID precautions was held virtually this year. The Ciocca Center’s Head of Entrepreneurship & Innovation Program, Ja-Nae Duane, kicked off the event by informing the teams and 70+ audience members of the ground rules, prizes and goals. Tom Cremins ’21 and Mary Anne Wiley ’22, HC Launch’s Managing Directors, led intermission and gave out raffle prizes to audience members while the judges deliberated.

Congratulations to the 2021 Innovation Challenge winners:

  • 1st Prize: $1,000 for Fresh Fest: an outdoor festival to help freshmen to connect by Nick Bettenhauser ‘24 & Sasha Paradise ‘24
    * Watch for this inaugural event scheduled for Friday, May 1, 2021!
  • 2nd Prize: $750 for HC Jumpstart, a social connection to meet others on campus by Britt Axelson ‘21, Raphaella Mascia ‘21 & Connor McNerney ‘22
  • 3rd Prize: $500 and “Most Creative Award” for Sader Sips: a senior-focused beer garden by Katelyn Cody ‘22, Julia Covelle ‘22, Allie Russo ‘22 & Karter Seitz ‘22
  • 4th Place: ‘Special JudgesAward’ received for their outdoor movie night on the freshman field by Fabiola Trejo ‘22 and Victoria Covarrubias ‘22

Special thanks to our judges: James Keyes ‘77, Cheryl Martin ’84, Dean Michele Murrary, William Turtone, and co-presidents of the SGA, Noah Sisk ’21 and Victoria Tara ’21.

The next two events were casual pitch nights for students with early stage projects or ideas. These events are designed to helps students identify next steps, stress test an idea and find team members to help build it out. The first event was an opportunity for students to pitch to their peers and the second gave students pitch practice pitching their idea to an alum, Catherine Wilcox ’80.

To finish off Entrepreneurship Week, HC Launch held its eighth annual Shark Tank Competition. The  event allows Holy Cross students to pitch their business ideas to a group of judges for five mins each, followed by three minutes of Q&A. Ten teams (five teams in the seed stage category and five teams in the early-stages category) competed for a combined total of $10,000 in prize money.

Congratulations to the Seed Stage Shark Tank Winners: a category focused on the market opportunity and concept validation of the business idea.

  • $500 to Greenlist: a browser extension for identifying environmental product info Nathan Lewis ‘22
  • $500 to That’s Yo Body: A motivation/fitness brand
    Josh Azor ‘24
  • $500 to Chering: A web-app that helps thrift stores resell their clothing.
    Jacob Azzi ‘23, Dana Dinardo ‘21, Raphaella Mascia ‘21, Genevieve Wagner ‘21 of Ohio State & Molly Zachlin ‘21of Notre Dame

Congratulations to the Early Stage Shark Tank Winners: a category for students with more developed business models.

  • $3,000 to SaderSleeps: a mattress rental service for college students by Louie Fiacco ‘22 & Will Spangenberg ‘22
  • $2,000 to PakChat: a mobile app that allows different friend groups to meet other friend groups within their own community by Peter Blunt ‘21 & Chad Arle ‘21
  • $1,000 to FUD: an app using algorithms to identify common restaurant preferences by Chris Herndon ‘22 & Jean Baptiste “JB” Goriou ‘22

Congratulations to the Ignite Fund Winner: a category for students to work with funding and guidance through the JD Power Center.

  • $2,000 to SynchRUNous: an app for coaches to live track their runners by Meg Gerety

Special thanks to our Shark Tank Competition judges:

  • Matt Drinkwater ‘95: Former General Manager, Buzzfeed
  • Alex Hanlon ‘06: Executive, Reddit
  • Beau Lescott ‘95: President, Adaptive Portfolio Technologies
  • Michelle Stark Barrett: Director, Community Based Learning, Holy Cross
  • Jim Tselikis ‘08: Owner, Cousins Maine Lobster

Congratulations to everyone involved during the 2021 virtual Entrepreneurship Week and we hope to see you next year!

Update 6/24/21: Read more about the Shark Tank winners in WorcesterMag & the Worcester Business Journal!  Congratulations and keep it up!

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Holy Cross Students Make an Impact During Pandemic

Three Holy Cross students interviewed by WMUR.

Mary Anne Wiley ’22 and Paul Wiley ’20, along with brother Matthew, started making face shields after their parents fell ill with COVID-19.  As they safely recovered, the siblings started making face shields to donate.  Several dozen face shields were sent to their local hospital in Concord.   The Holy Cross students explored entrepreneurship through HC Launch, the student run incubator through the Ciocca Center for Business, Ethics, and Society.  Back on campus Mary Anne & Paul Wiley started Wilox, a company creating what they call a long-lasting hand sanitizer due out in a few weeks. We are excited to learn more about this development!

 

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Ciocca Center Intern Shares Path to Finance

Leif Johnson ’21, Economics Major
Fall 2019 Ciocca Center Intern

Coming into freshman year at Holy Cross I played lacrosse, and only lacrosse. That is who I was my entire life. I am very thankful for the lessons in teamwork and leadership along with the life long friends I made being that these are things I will have forever. I was never in any extracurriculars being that I truly thought all I would do is go to college, play lacrosse, and graduate with a job waiting for me. However, at the beginning of my sophomore year that all changed when I sat down and thought about all the things I wanted to explore on campus and beyond.  Continue reading “Ciocca Center Intern Shares Path to Finance”

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Ciocca Center Intern Interviews John Andreoli ’82

 

John Andreoli ’82
President & CEO of Sullivan Group Insurance

“With an economics background, I knew I wanted to be in business for myself at some point, so this opportunity gave me the chance to build a business from the ground up and join a firm that had already been in existence, and then have built that for the past 35 years.” 

Andreoli Headshot
On February 25, 2019, Ciocca Center Student Intern Sarah Anderson ’20 visited John’s Worcester office for an interview and to learn about his journey from HC into the insurance industry.  John was an economics major and currently serves as the President & CEO of Sullivan Insurance.

Who/What inspired you to enter the business world?  My path was a little unconventional.  My dad was in the business on the life insurance side for 56 years. And I wasn’t exactly sure what I wanted to do. I wanted to play football when I got out of HC, which I did.  For 2 ½ years I played professionally with the USFL (a league that’s not around anymore). I spent a little bit of time with the Patriots on injured reserve. So, I knew I wanted to get involved in the business world at some point, but I wasn’t sure exactly where.  And I had my insurance licenses, and I decided that while I was playing, I would get into this business on a part-time basis in the off-season, which I did in 1983. It’s been continuous since then. With an economics background, I knew I wanted to be in business for myself at some point, so this opportunity gave me the chance to build a business from the ground up and join a firm that had already been in existence, and then have built that for the past 35 years. Continue reading “Ciocca Center Intern Interviews John Andreoli ’82”

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