Long Piece: “Pathway to Success”

An Inside Look Into ENC3254

In the modern day business world, individuals seeking employment in their respective areas must be a step ahead of their competition. Thousands of college students graduate every year with the credentials necessary to apply for positions in the job market. In order to stand out, applicants must display a diverse skillset which shows versatility in the workplace.

The course Writing in the Discipline: Strategic Communications, or ENC3254, prepares students to become proficient in many aspects of professional writing. Throughout the semester, students will polish their writing skills in order to create written pieces they will be able to use professionally in the future. Projects include blog posts for trade press releases and pitches. The press releases allow students to work on portraying their voice through writing in an informal manner. The pitches focus on developing professional writing by preparing a letter suggesting a business idea to an editor or executive. Both assignments prepare students for versatility in writing which enhances individual writing abilities.

Native advertising projects challenge students to analyze effective advertising techniques. An element of the native advertising project is creating a native advertisement which allows for students to produce a creative ad using editing programs. This familiarizes students with popular online services which employers will expect their employees to know. The content marketing campaign focuses on creating a complete campaign for a local business. Students have to configure a plan which would market their business to a particular audience successfully though a short and long piece. The short piece requires editing programming which also helps students become familiar with popular online programs for advertising like Adobe Spark. The long piece includes informative writing along with visuals in an effort to connect with their audience of interest.

ENC3254 serves as the ideal course preparing students to enhance their writing skills and utilize knowledge from the semester in the real world. After taking Strategic Writing in the Discipline, students will have the assets employers look for. If interested in advancing your skill set and being one step ahead of future competition for employment, invest in ENC3252, your pathway to success.

Storytelling Techniques in Marketing

Storytelling. The most basic, yet intriguing pastime since the dawn of human communication. Storytelling not only draws in an audience, but makes listeners engaged until the narrative concludes. This type of verbal interaction has primal roots and serves as an important way to carry on tradition and valuable information. Effective marketing and advertising techniques incorporate storytelling into campaigns in order to draw in and effectively engage audiences.

Why does storytelling work as such a valuable marketing tool? The answer is simple and reverts back to creating a connection with those interested with the tale at hand. An example of storytelling in advertising includes Nike’s “Become Legendary” campaign. Nike’s message encourages the audience to feel empowered and become as “legendary” as Michael Jordan. The reasoning behind why viewers connect with the advertisement traces back to biology with “mirror neurons [which] help us feel what others feel.” This phenomena makes “stories relatable and motivate action.” In marketing, this storytelling technique promotes action by the audience. In effect, customers become encouraged to do business with a particular brand.

Storytelling also creates a “driving force that inspires action.” Creating motivation serves as a prime way to encourage consumers to become involved and interested in a product or service. Apple’s “Share Your Gifts” visual storytelling ad promotes action by its audience. Encouragement through storytelling results in a call to action which creates a relationship with Apple and their consumers.

The evolution of storytelling from ways to continue cultural traditions to a form of marketing displays the versatility of an effective form of communication. If in search of a unique yet successful marketing tool, give storytelling a try and the results will most likely bring about the success wanted.

For more on this, check out, Jennifer Lux’s “The Psychology Behind Brand Storytelling and Its Effect on Consumers”, Voice, Adweek(Mar 15, 2019).


Interactive Museums Become Hot Spots for Millennials

In the modern age it seems most people are not shy to post their daily outings on social media platforms? As an effort to connect with social media engrossed individuals in society, interactive museums serve as a new way to involve guests by featuring the perfect set-ups for your next instagram post.

“The average millennial checks their phone 43 times and spends five hours on social media per day.”

In order to produce successful marketing in the modern age, strategies must reflect knowing “where the millenials are” and what they are interested in.

Refinery29’s 29Rooms pop-up featured 29 different interactive, artistic displays inviting guests to become one with the art. The Museum of Ice Cream in Miami features a set of fun, brightly colored rooms which feature a banana swing, sprinkles play pool and whipped cream cloud exhibit.

(Image Courtesy of Refinery29)

These displays not only are fun for visitors, but serve as a successful marketing strategy. Once photos are posted online through Snapchat, Instagram and Facebook, others become interested in visiting these centers as well. Capturing the interest of more potential visitors and dispersing unpaid advertising presents a win-win for these “selfie factories.”

Other potential successful strategies may include scavenger hunts which connect with a brand. This may include “digital touchpoints” or app-related experiences exclusive to those with access. For example, by buying VIP tickets to a concert, a customer may receive a personalized message from the head singer.

Interactive experiences present a seemingly fun and easy activity which captures an audience and presents effective advertising as well. From selfie factories to interactive programming, creative strategies provide sufficient revenue and pull in the interest of modern day consumers.

For more on this, check out,  Daniel Ramirez’s “Creating Experiential That Stands Out in a Crowded Industry”, Voice, Adweek (Mar 12, 2019).


Investment Opportunities in the Podcast Industry

Do you frequently find yourself getting lost into auditory stories heard over the radio or in podcasts?

Since the invention of the radio in 1895, listening to informative and entertaining broadcasts has become an ingrained part of our everyday lives. Whether jamming to music in the car or tuning into news reports via livestreams, audio entertainment serves as an important and profitable market. 

Podcasts, or downloadable recordings of audio programming through the internet, have become a phenomenon of interest for easy listening since going mainstream in 2014 through Serial, an investigative journalism podcast. These audio programs offer a plethora of options spanning from comedy skits to book readings, talk shows and more.

With the popularity of podcasts increasing, radio companies are seeing the potential to invest in this sect of the audio market and are acquiring ownership rights over major podcast groups. Recently, iHeartMedia took over How Stuff Works, an award-winning series centering on a variety of educational topics, for $55 million dollars. 

“Investment is growing with [podcasting], and the financial projections expect it to become a billion-dollar industry over the next three to five years.”

As radio companies gain ownership over podcasts, visible changes may occur in the ways in which the two types of audio services will become similar. Future differences may include more ads during podcasts and regulations over contents within podcast shows. Additionally, hosts of podcasts may have to become more careful over their material in order to adhere to the standards of new parent companies.

Although some listeners may not be pro-corporate control over their favorite channels, the change may provide podcasts with a larger audience as big-brand acquisition advertising initiatives come along. The future will only tell how these changes will affect the podcast industry as a whole. 

For more on this, check out Dan Granger’s, “Radio Companies Are Eyeing Podcasts as Viable Investments, Adweek, (Feb 21, 2019). https://www.adweek.com/digital/radio-companies-are-eyeing-podcasts-as-viable-investments/

The University of Florida’s Premiere Radio Service for the Visually Impaired

Platforms of mass communication connect a vast number of people through a common medium. The invention of the radio by Guglielmo Marconi in 1895, laid the foundation for groundbreaking technology which would provide a means of communicating to a large audience through the air. The first radio broadcast was by Reginald A. Fessenden in 1906. The radio session from Brant Rock, Massachusetts dispersed music and entertainment which started a radio craze by the public intrigued by sound traveling wirelessly. From its use in the Navy through Morse code in the 1950s and 1960s to modern use as a source of listening pleasure, the radio serves a variety of practical purposes.

The Radio Reading Service is a programmed channel through the University of Florida’s WUFT-FM 89.1 radio station. The service intends to provide content for the visually impaired in the Gainesville area. Established in June of 1992, the station was once only able to be heard through a radio box available for rent at local libraries. Now, the Radio Reading Service may be easily accessed through any radio system or via a livestream broadcast found on the station’s website.

Schedule of Reading Services

The shows run on a business week schedule from 9 am to 3 pm with programs including “Newsprint Today”, “Apples and Oranges”, “On Topic”, “All Sports”, “Political Current”, “Take Me Away” and “This Weekend.” All programs offer beneficial information and the station encourages everyone interested to tune into a show on air !

“Newsprint Today” reads articles regarding local, regional and national news. “Apples and Oranges” reviews local grocery ads. The program “On Topic” covers a specific current event subject of interest and provides insight into the topic. “All sports” reports updates on sport statistics and events. The show “Political Current” features news articles related to politics at the local, state, regional, national and international level. “Take Me Away” discusses travel destinations and provides a look into what visiting these places may be like. “This Weekend” provides listeners with upcoming exciting events in the area.

Get Involved

The hosts of the radio shows are current students at the University of Florida enrolled in the College of Journalism and Communications. Students may sign up to be on the station through an immersion experience which allows for a hands-on approach to the inside jobs within a radio station. Duties include producing, controlling the soundboard, on-air personality and voice projection, and preparing the articles for a show. Students have the option to participate in the program for one semester and earn one credit hour.

Although the Radio Reading Service serves as an auditory newspaper connecting information with about 800 visually impaired listeners, the channel invites everyone in the Gainesville area to tune in for local news and more. The radio broadcast displays the University of Florida’s initiative to provide a helpful network for all members within the Gainesville community by providing entertaining and useful information. Make sure to listen in on the next broadcast and enjoy what the station has to offer. Those who tune in are likely to become part of a regular audience, because they don’t want to miss the next exposition on air!

To learn more or to hear the radio broadcasts, check out: https://www.wuft.org/rrs/

The New York Times Seeks Out New Medium to Defend Journalism in the Age of ‘Fake News’

Are you uncertain about the news in the media being reliable?

In recent times, public distrust in the media made its first widespread appearance during the 2016 election through the slogan ‘Fake News’. This phenomena slams current event sources with providing erroneous content in their publications. As a result, the credibility of journalism has become a fervent issue which appears to have created a never-ending cycle of not knowing what to believe.

In the latest edition of Adweek, Jason Lynch, Adweek’s television and media editor, covers recent advances by news distributers to connect with their audiences through his article “The New York Times Is Making a New FX Docuseries to Prove It’s Not ‘Fake News’.” The New York Times announced their venture into television by producing a series entitled “The Weekly” which will feature Times journalists reporting captivating stories. The series is set to release in June and hopes to engage viewers by diving into the heart of investigative reports by displaying the reality of genuine news reporting.

The New York Times has delved into digital platforms and podcasts in the past. The series serves as a new way to reach their audience and is set to debut on FX with episodes available for streaming through FX and Hulu. Lynch suggests how, “The Weekly gives it [The New York Times] the opportunity to show audiences the power of journalism at a time when it is routinely being dismissed as ‘”fake news.”’ The opportunity to create a documentary series allows for spectators to get a behind-the-scene visual into the steps taken to create a valid news story. By giving viewers an inside look, a connection between the creators and receivers of news becomes clear and reputable. 

Living in an era where the public is weary of the media serves as a hinderance on news providers who serve as the messengers of information. The New York Times strives to set the standard for transparency as an effort to reconnect the trust lost by ‘fake news’ claims in recent times. 

For more on this, check out Jason Lynch’s “The New York Times Is Making a New FX Docuseries to Prove It’s Not ‘Fake News”, Adweek, TCA Press Tour  (Feb 7, 2019).