Entering a digital marketing internship can be intimidating, especially when the field is in higher education, where you’re being counted on by universities to professionally represent them and help spread their messages. While the responsibilities at Circa Interactive can be greater than many other internship settings, they ultimately drive you to become dedicated to your work and learn new skills at a high level. Here are four empowering lessons I learned during my time at Circa.
1. Ask for Criticism: It’s How You Grow
Throughout my internship, new concepts and ideas were constantly flying my way. Building out a social calendar, creating media lists on Cision for pitches, and writing pitches that will reach editors of major publications are likely new tasks for someone just entering the digital marketing field. In order to become familiar with one of these new tasks, digital marketers should take their time, but mistakes are bound to happen (which isn’t a bad thing). But sometimes you don’t know if you’re approaching a list from the wrong angle or if your pitch isn’t quite tailored to your list in the most relevant manner possible, which is why asking for criticism is so important. I’ve always thought of positive feedback as criticism only half-baked, so I made it a goal to seek out what it is I do correctly AS WELL AS incorrectly, using the talent pool in the office as a resource for any questions or problems I encountered.
2. Be Flexible and Experiment (with Pitches)
The work environment at Circa is about exploring better ways to accomplish your goals. This can be seen in everything from daily collaboration to how the team shares ideas in the online chat tool called Slack, as well as the weekly editorial meetings that serve as a mini incubator session. You’re given the green light to be flexible and experiment with how you market content and connect professors with the media, so do it! For example, when writing dozens of pitches per week, a little tweak in the subject line or the way you introduce your infographic can really make a difference in the number of responses and publications. You won’t know what works unless you try.
3. Use Social Media as a Daily Learning Experience
Writing copy for social media at Circa Interactive is a truly unique experience, because Circa works with a diverse range of higher education programs. That means every time you build a Facebook/Twitter social calendar for one of the dozens of programs, you’re keeping up to date with the industry news, trends and innovations taking place in such diverse fields as computer science, marketing, and engineering. The goal is to educate the program’s current and prospective audience, which means the person writing the copy for the social calendars has to put in a lot of research. This is why I embraced social media, because it allowed me to keep learning while coming across content that could end up being the lead in the next perfect pitch for our media outreach.
4. Peg ‘em
The ultimate goal when pitching to a journalist is to satisfy the question, “Why should they care?” It’s usually not enough just to have crisp, educational, enticing content. Like most things in marketing, a pitch should be relevant and time sensitive. Attaching (or “pegging”) a recent event in the news relevant to your prospect and pitch can help answer the above question. Think about it, you’re competing against dozens if not hundreds of emails at a time to get an editor’s attention. Just like everything in life, that extra step can be the difference between hearing crickets and landing an opportunity.
Working in higher education has given me a great appreciation for how important digital marketing is to the success of our programs, their students, and the educational system as a whole. These past 4 months at Circa have been instrumental in packing my digital marketing arsenal, which I plan to use for my family’s business as well as for my future business endeavors.
Dennis Donchev is a marketing intern at Circa Interactive and a student at San Diego State University.