There are many exciting opportunities today in the world of Advertising and Marketing and joining the Integrated Marketing Communication program will enable me to take the next step on my career path. The program will augment my current skill set as an Art Director and expand my knowledge base into the Marketing arena. In an already tough marketplace, due to a 4.1% decline in U.S. Advertising spending from 20001, Emerson College can give me the competitive edge I need to succeed. While I have advanced my design and technical skills through my experience working for a direct mail catalog, the design department of a commercial printer and the advertising department for the largest home improvement retailer in the world, I have only scratched the surface regarding public relations, branding strategies and consumer behavior. The Integrated Marketing Communication program not only fulfills these needs but promises to bring it to a whole new level.
My initial reasoning behind choosing this field of interest stemmed from the desire to express my creativity. These feelings have matured over the years to encompass the need to take on an increased leadership role and to gain a better overall understanding of the industry. For almost three months I was the Art Director for The Home Depot New England Division before needing to step down due to the difficulties in filling my previous position (please see attached letter for clarification). While it was a prodigious struggle working two positions during a major transitional period for the company, in the end I found the experience quite rewarding. Not only did I enjoy having more clout concerning the artistic direction of the Division, I had to engage leadership skills I hadn’t utilized since I was Chair of my college’s Habitat for Humanity Chapter. However, even though I had a strong grasp of page layout, catalog production and managing people, when it came to formulating marketing strategies to help boost sales and increase foot traffic in the stores I had little to fall back on and wasn’t able to fully participate in the discussions. I am seeking to gain that knowledge and learn how to find and use the tools necessary to become a major player.
The best way to describe myself is a creative eco-nerd. I enjoy computers (but
not programming or networking) graphic design, writing, photography and the
fine arts (drawing, painting and pottery). I also consider myself an amateur
naturalist with interests in entomology, ecology and sustainable living to name
a few. During my college years I was an active member of the community having
been involved with Student Senate, Officers Council, Habitat for Humanity, Student
Activities Union, Orientation Committee, Issues Board, and WRND (college radio).
In my spare time I use my technical skills to help people set up their desktop
publishing studios. My current clientele include several freelance artists and
a vocational high school. As a Systems Coordinator at Home Depot I provide mostly
a support role as well, instructing in the use of desktop publishing programs,
fixing technical problems and ensuring the quality of the final product.
My general feelings of inspiration and motivation first and foremost emanate
from my mother. Raising two children and putting both through college without
any outside support while becoming a R.N. and eventually buying a house puts
my mother in a class of her own. Her continuous hard work and determination
(at one point she worked one full time and three part-time jobs simultaneously)
paved the way for my own accomplishments and for that I am eternally grateful.
My own career-orientated motivation comes from wanting to place myself into
an environment that lends more to helping others than being financially driven.
I have had a strong inclination to be a part of something philanthropic since
my time with Habitat for Humanity. In addition, reading about young entrepreneurs
like David Benveniste of Streetwise Concepts & Culture has furthered
my interest in the field. He has created a small army of volunteers, mainly
young teenagers, that help promote music bands via word of mouth, e-mail, on-line
chat rooms, and handing out swag (promotional merchandise) at skate parks, high
schools and other teen hangouts.2 He’s taken something
simple and turned it into a dynamic movement, all with minimal investment and
maximum results. That type of strategizing would be a boon to monetarily strapped
nonprofits.
I would bring to the program, coupled with my thirst for knowledge, a unique insight into the world of fine art, graphic design, biological sciences, computer hardware and software. For example, when presenting a product or service to a client I may have an unprecedented way of displaying the information through my artistic skills and aptitude with the latest technologies. The five years experience I have garnered gives me the building blocks I need to succeed and prosper in your program of Integrated Marketing Communication. Once my degree is completed, my ultimate career goal is to be Director of Marketing and Advertising of a nonprofit organization that helps the environment in some way, whether it be reducing the effects of global warming, promoting sustainable living or working towards the preservation of our natural resources.
In conclusion, not only do I think Emerson College’s course offerings can compliment my existing skills, but the College can benefit from my enthusiasm to learn and the knowledge I have gained working in the field of Advertising. Armed with that wisdom and guidance I hope to one day leave an impressionable and auspicious mark on society.
Works Cited
1 Weaver, Jane. “Slow ad recovery seen next year.” msnbc.com
3 Dec. 2001 <http://stacks.msnbc.com/news/666718.asp>.
2 Ressner, Jeffrey. “Swag Makes the Music Go Round.” Time 23
July 2001: 45.
Copyright © 2002 Joshua A. Waters