The Elevator Pitch

Good morning future post grads!

Today I’d like to talk about something that you are going to experience coming into the Advertising Account Management program at Sheridan College. Have you ever heard of an “elevator pitch”? Well neither did I, until one of our very first career workshops at the beginning of the year.

This concept derives from a story about a job seeker, let’s call her Jessica. As Jessica enters the elevator. Who is standing inside? Let’s call him Joe, the President of a top ad agency in Toronto. Joe is recognized for his extraordinary success in his role and contribution to the agency. Jessica is slightly intimidated but heard about an internship opportunity being available at his agency. She knows she has all the skills, the personality and drive for it. Oh how she wishes she could just sit down and chat with him for even 20 minutes to win him over! Joe is going up to the 28^th floor, Jessica the 20^th. She only has about 30 seconds or less! Before Jessica knows it she has her hand out ready to shake his hand. “Hi, I’m Jessica! Nice to meet you” …. Jessica went on for about 30 seconds about how she is passionate about advertising, a quick recap of her background and skills, and to top it all off, mentioned some big news she heard about the company receiving an award. “Wow, it was really nice meeting you, I’m impressed by your communication skills. Would you want to meet for coffee this afternoon?” Turns out, Jessica got exactly what she wanted, and a couple weeks later received a job offer.

Do you see the point of this story? You may be thinking, okay what are the chances that I am going to run into some big time account manager at an ad agency who would be willing to listen to me. Well, what we’ve learned these past months at Sheridan College is that you never know WHO you will run into, and how it will effect you in the long run.

An elevator pitch is basically a 30 second “rant”, lets call it, about you. You are selling yourself as an eager individual who deserves a job, or even just wants connections. The point is to make this rant unique to your own personality, skill level and achievements. Not cocky, but not modest either. It is a genuine greeting letting someone know that you’ve got what it takes to fit in with an employer’s company.

So, in our Professional Advertising Sales class this week, what did we have to do? No, we were not shoved in an elevator with a president of an ad agency, but we did have to prepare ourselves if we were ever put into this situation. We were asked to write a 60 (not 30) second blurb about ourselves in response to any media/advertising sales position posted online. In this class, it was termed a “unique value proposition”. We had to spend 60 seconds proving ourselves to the rest of the class as if they were employers, based on our individual positions we chose. So I thought, okay, kind of awkward, but no big deal, I’ve done this before. A week goes by, and it was time for us to present our pitches in front of the class. No notes, not prompts, just our memory. I wasn’t too nervous, as I’ve known the people in my class and have been presenting in front of them for months now. This will be fine. And I know it off by heart!  Well. I get up there, start my first sentence, “Hi, I’m Ashleigh Mulholland. I’m an advertising account management student at Sheridan College. Holding a degree in sociology and psychology, I have the post secondary experience that allowed me to develop key organizational and written skills”-----pause--pause-–pause….staring at everyone looking at me… realizing that I’m not speaking…. What’s my next paragraph.... what am I doing… is this happening.. looking out the window.. now at the teacher.. oh god I’m sweating. I'm Lizze McGuire at graduation.

 “AHHH oh my gosh can I please start over”. It happened. After all of the practicing and even confidence in my speech, I did not realize that standing up in front of my friendly classmates would make me so nervous. Perhaps it was because that for the most part, our presentations throughout the year were in groups, and we had someone there to support us if we forgot something important to say. Well this was just great. Anyways, my teacher Maureen kindly allowed me to start over, but just before I started again, she wanted to point out to the class that what I did while realizing I forgot my pitch, was the right thing. She said that taking a step back from your nerves, slowing down and taking a deep breathe can help you pick up from where you left off. Unfortunately my deep breathing didn’t help at first, but I eventually made it out alive and finished my pitch successfully. It helps to have such a supportive group of classmates that have your back.

What I realized is that before this presentation it would have really helped to present the pitch to someone else, or a small group of people that I knew. There is a huge difference between standing alone and memorizing a speech, and standing in front of actual people, just staring at you absorbing your rant. But, like my teacher said. Take a deep breathe, and try to keep going.  Until you actually are required to present an elevator pitch,  take some time to write down some of the best qualities about yourself. If that’s a little odd or difficult for you, ask one of your great friends or teachers to do it for you! You never know what good things someone else has to say :) And hey, if you ever find yourself in an elevator with a potential employer by your side, but don’t have a pitch prepared, just introduce yourself, be genuine and express your interest. Don’t call it an elevator pitch, just call it a pleasant conversation. First impressions are everything, and I believe that this is the heart of what an elevator pitch, or unique value propositions really mean. Throughout your experience at Sheridan College you are going to realize your strengths, weaknesses and quirks. But you will begin to realize that this is what makes you unique, and your classmates as well as teachers are with you every step of the way. And when you do, you'll have the confidence to nail your first elevator pitch.

Have a great week everyone. 

Sincerely, 

Ashleigh

From University to College

Hey guys, Happy Valentines Day!

I hope everyone has a special day with loved ones! Unfortunately I've come down with a brutal cold over the weekend, so I've been pretty under the weather. I think all I'll need today is some good ol' milk chocolate and all should be well.

Aside from that, I wanted to post today about the transition from university to college. As you know, I attended Western University for my undergrad with a major in sociology and a minor in psychology. I had such an amazing experience that I would never take back, and I am proud of that achievement. But believe it or not, there was a lot of uncertainty throughout my experience in regards to what I wanted to do, and how I would get there. Most, if not all of my classes were theory-based. All classes were focused on lectures and multiple choice exams or essays. While the content in my courses were quite interesting, there were limitations as to how students could learn and grasp information. All studying (for the most part) was based on memorization. We all have those classes that we are "required" to take in order to graduate, such as math or statistics, and if you're like me, they aren't the most enjoyable ones. Aside from lectures, it's up to us students to study the best way we can with the textbook. I'll be honest, I struggled throughout those courses. But with a little perseverance, I achieved my goals. What I am trying to say is that university can be challenging in that the way you learn best is truly put to the test. If that's by attending a lecture for 3 hours straight and typing out content, I give you a huge amount of credit. If not, please don't worry. There is hope for you.

Everyone knows that college is a place for more hands on learning. I've known this for years, however I never knew the true meaning until I actually got to experience it. To put this idea into perspective, here's a short video of a young student and his theory of this kind of understanding.

It helps to know what you are interested in when thinking about a career (that's obvious) and attending a college. Once you can get a feel for that (which takes time), you will get the most benefit out of going. For me, advertising was always in the back of my mind, and after some post-grad research, Sheridan College was the perfect place to help launch my creative potential. Throughout the year, group work, engagement, participation and conversing were among the many key aspects of our learning. I can't tell you how beneficial this is in a classroom setting. Learning should be about understanding, not memorizing. It has to be meaningful, and this is what college is all about. In Advertising Account Management, we are completing and presenting projects that relate directly to our field, such as marketing & advertising plans, researching consumer insights, media planning and much more. It's not about being able to repeat information given to us, but about applying that information to the real world by engaging and actually living it. This is what Sheridan College does best, and from my experience, the transition from university to college has been more than easy, it was the best decision I ever made.

That's all for today guys! Thanks for reading <3

Sincerely,

Ashleigh

Thinking Outside of the Box

Hi Everyone,

I can't believe that we've already hit February. It's actually crazy how fast this school year has been going by. And there has barely been a winter yet! This is definitely not what I'm used to, being from Northern Ontario, but I am not complaining. It's nice to see some green grass at this time of year!

Sheridan College's main motto is "Get Creative". So today I wanted to talk about something we had a long discussion about in our Advertising Planning Management class last week. What's the first word you think about when advertising comes to mind? Persuading? Marketing? Commercial? Advertisement? These are all definitely related to advertising, however the concept of creativity is what this industry is all about. Creativity is defined as:

"the ability to transcend traditional ideas, rules, patterns, relationships, or the like, and to create meaningful new ideas, forms, methods, interpretations, etc.; originality, progressiveness, or imagination"

My favourite part of this definition is "to create meaningful new ideas". Creative thinking is exactly that, where someone is thinking outside the box and is open to finding something unexpected or "meaningful". What I find to be interesting is that we all limit this definition of creativity to the arts. In a society that is for the most part based on conformity, it is often hard to go out of our comfort zone when it comes to thinking.

In our lecture, we were asked to share all words that came to mind when we thought of creativity, just like I did above. Words like artist, musician, dancer, teacher, writer, colourful and flexible all came to mind. What our teacher, Peggy, pointed out to us was that none of us actually associated creativity with ourselves. Being creative doesn't always have to mean being an amazing drawer or knowing how to play an instrument, but rather to be able to think in innovative ways and problem solve. Creativity is something that everyone possesses in their own way, and we should all call ourselves creative. Some of the words that came out in regards to limitations on our inner creativity were; self doubt, standardized tests, science, formality, stereotypes, school, and sadly more. What this means is that the way a lot of us postgrads think is based on how we were raised throughout our education. "No talking in class", "Stop fidgeting", or the classic "Raise your hand before speaking". Additionally, in university, having sometimes over 100 hundred people in 1 lecture, we were constricted when it came to expressing our creative ideas. We were more than likely afraid to raise our hand in fear of being wrong or embarrassed. Measuring intelligence in today's society is done through tests and rules as to how we express our knowledge. Even if we are told to be creative, we are to do so within certain guidelines. This is how we may lose our insight in regards to realizing our own creative potential. College is great for expressing yourself, engaging in classrooms and being given the opportunity to think outside the box. But that is a whole other topic that I will talk to you about!

After the word association exercise, Peggy asked us to take some time out of our week to just let ourselves be creative. She wanted us to dedicate 1 full hour without technology to doing something that we do not often do. Whether it be reading, taking a walk, or meditation, she wanted us to travel to that state of mind where we are not limited to anything. Now, this seemed kind of impossible to me as I thought of what I could do, but then once I actually did it, it was really nice. I got an adult
colouring book for Christmas, so I decided to colour for 30 minutes. I also received a new novel called "Wake Up Happy" written by Michael Strahan (another celebrity crush), and spent the other 30 minutes reading that. I was surprised how relaxed I was by the end of the hour, and didn't realize how long it had actually been. It thought me how much technology really can limit our creativity and imagination. Inspiration comes from a variety of different places outside the digital realm. Sometimes we have to stop thinking in a way that constantly looks for patterns or ways to be "right". The reality is that most of the time, and especially in advertising, there is a combination of answers for problems, and these are the kind of problems that require creative, or "out of the box" thinking.

So, my advice to you is to do exactly what our teacher asked of us, at least once a week. Not only will it prepare you for the industry you are about to dive into, but it will also make you feel open to new experiences, relaxed and in tune with your own imagination. Don't be afraid to be creative!
I hope you enjoyed reading :)

Until next week future post grads!

Ashleigh

Networking Night

Good morning guys!

As promised in my last post, today I am going to talk about something pretty exciting in regards to getting your feet wet in the industry.  Every year, Sheridan College holds an event that allows students from all advertising programs (2^nd, 3^rd years and postgrads) the opportunity to meet with advertising agencies in the Toronto area. Yes, also known as a networking event! This was held a few nights ago at the Marquee Pub (great food by the way) at Sheridan College.

            Throughout the year so far and after several career workshops, we have learned that networking is highly recommended for chances of having a high success rate in job searching. You’ve all heard the saying “It’s all about who you know”. And that couldn’t be more true. You may have experiences where you are lucky enough to have a family friend/acquaintance in the industry of your choice, however if not, how do you think people build business relationships from nothing? Events like a “net night” (as Sheridan called it through social media) is the answer. This experience is an amazing way to get your name out there and make a positive impression on potential employers. Not only that, but it brings you out of your comfort zone and gives you the opportunity to meet smart, influential people. It is these individuals that may end up helping you out in the long run.

For me, networking night brought out a new kind of confidence that I never knew I had. I was a little nervous at the beginning, seeing as this was the first experience I had with networking. I wasn’t sure what to expect or how it was going to work. How would I know who works for what agency? Would people be nice and open to talk? Am I going to freeze when conversing with an employer? My mind was swirling with questions until I had my first conversation. I should have known that Sheridan College would connect with such amazing, open and knowledgeable people to attend this event and talk with us. All of the tables at the event were labeled according to what agency they represented, so we were free to choose who we wanted to connect with. I just want to point out that every table had a huge jug of water with cups available to all. This may seem pretty unimportant but we’ve all experienced that dry, thirsty feeling you get when you’re in the middle of a presentation. Picture that feeling lasting for two hours while talking to some pretty important people. SO, I loved that there was an unlimited supply of water.

MORE IMPORTANTLY, to summarize, I know that this may seem a little bit scary and I won’t be the one to tell you that you won’t be nervous (unless you’ve done this kind of thing before!). What I can tell you, is to be yourself. There is nothing more impressive than knowing exactly who you are, and being confident about it. Sell yourself in a way that you, and only you, know how in regards to your own unique personality. We all have something special to offer. If you do that, you’ll be surprised at the positive reactions you will get. First impressions are everything, so be genuine, be polite, and show your enthusiasm! Lastly, always remember to FOLLOW UP with the people you have talked to at a networking event. The simplest “thank you” can go a long way.  

Without Sheridan College’s workshops leading to the event, I am not sure that I would have been as prepared as I was. Having that opportunity was amazing, and I’m excited for you all to experience the same. I hope this helps guys!

Thank YOU for reading.

Sincerely,

Ashleigh

Resume, Resume, Resume.

HELLO my fellow readers! 

I had Adele on the brain (who doesn't lately) and thought that this was an exciting greeting for my 2nd blogpost. Hope you got a laugh out of it. If you haven't seen Mrs. Doubtfire, then..... well just watch it.

The other greeting is from Ryan Reynolds. My shameless celebrity crush (irrelevant) but come on.

Anyways, this week has been pretty busy. I forgot to mention in my first post that I am in my second semester here at Sheridan. For those of you who think that the first couple weeks of school after Christmas break is a breeze, think again. Not to scare you or anything. ;). We were definitely warned that after the break we should be prepared to work on a large integrated group project between all classes and teachers, beginning the first day back. Aside from that, the number 1 priority (for us postgrads) is job searching. Hence the title of this post. Resume development has quickly become extremely important and essential. Job postings have already begun for Co-op, and it is our job to make sure our resumes are up to spec. Now having said that, our teachers and faculty are with us every step of the way, with several resources and people that are more than happy to help us achieve our goals for the perfect resume. That is what I love about Sheridan. We are able to have 1 on 1 meetings with career development experts here at the school so that each individual knows where they are at with their resume, and what they need to improve on. 

How am I doing with this whole "job search" thing? To be honest I was a little stressed at first, because my resume was nowhere near ready. So much more had to be fixed in regards to what I've learned this semester and the skills I have gained. Now that I have had just the smallest one on one time with one of our Co-op teachers, it's clear what needs to be done to make my resume the best it can be. It is still in fact a "working resume", but this week it will be done! My advice to anyone coming into this program would be to always update your resume each time you have learned something new, or have a new work experience. Even just jot it down in a journal, and write down what you learned from class, or a key skill you achieved. You'll be surprised at how that will help you during your resume writing. 

What I didn't realize, is the different styles of resumes that applicants use in this industry -- especially if you are in creative. It is important to set yourself apart from all other applicants by making your resume attractive in a unique, creative way. And I am not talking about work experience. We are constantly being told that we need to find a way to "sell ourselves". By this I mean visually. Going into the creative side, having your resume stand out from a sea of equally qualified individuals is essential. If you think this might be you, take some time to think about how your new creative resume will look. What is it about your personality that is unlike anyone else's? How can you visualize this in "resume" form? Our teachers have shown us a few examples of creative portfolios and resumes, and they really are impressive. I myself am not going into creative (I enjoy the account planning side) but I thought it was really interesting because I always thought all resumes were the same format. So it was cool to see. I hope to use this strategy in some way for my own, even if it is some colour changes in the font. 

Okay, I am definitely boring you (and perhaps stressing you out before you even get here). It really isn't that bad, and like I said, Sheridan has an amazing support system with all the resources you need, whenever you need them. The Career Centre is always willing to offer you their expertise in this area, even with cover letters. So don't fret. With Advertising Account Management, you have a Co-op class every week, guiding you through the process so that you are almost guaranteed to earn your Co-op position by the end of the term. All you have to do is show up, listen, engage, and be active in your job searching. 

That's all for today guys! Thanks for reading :) I promise my next post will be less about scaring you, and more about exciting you! That's what it's all about.

Sincerely, 

Ashleigh

Dear Future Post-Grad

Well hello there :)

Thank you SO MUCH for taking the time to view my first blog (and blog post). My name is Ashleigh Mulholland, a 22 year old female just a few months away from finishing school (for good) :O!!!!! But who am I really? Well, as you may have guessed by my clever and hilarious blog title, I am a student at Sheridan College currently completing the Advertising Account Management postgraduate certificate.

For those of you who already know me, you know that I attended Western University for 4 (stressful but amazing) years earning a degree in sociology and psychology. You may be wondering what any of that has to do with advertising. And what exactly is account management? Why did I choose to do this? Well, my hope for this blog is to enlighten you all about what it is that I want to do with my life, and how this industry excites and challenges me in more ways than one. Even better, to spark an interest in anyone who may be questioning this field as a career. I absolutely love Sheridan college and I know that whoever choses this route will greatly benefit from the enrichment you gain from just a few classes here.

In general, advertising account management involves executives acting as a link or liaison between your clients and an ad agency, all well coordinating a creative campaign. What is so great about this particular program at Sheridan is that what we learn about is not (at all) limited to just advertising account management.Throughout the year you learn about the media side, creative communications, marketing, public relations, digital and sales aspects of advertising. You begin to see how all of these sectors within advertising come together to create one big (and hopefully successful) integrated marketing communications campaign. 

I have been interested in the advertising environment ever since high school. I found it exciting to in some way be able to contribute to a meaningful campaign and creative team. I will always remember having to come up with a new item for the Tim Horton’s menu in my grade 12 business class, as well as creating a poster for its advertising. Back in early 2011 I thought it would be great to introduce fruit smoothies. It was not on the menu yet. Although it was such a small project it was so exciting and fun creating a poster and promotional idea for this new product. It was at that point that I really wanted to someday be part of a real ad campaign. However, I knew that university was my next step after graduating from high school, and my heart was set on Western Ontario. At the time I was also extremely interested in both sociology and psychology. So, I enjoyed my four years while completing my degree, however advertising was still in the back of my mind. In a nutshell, that is how I ended up at this amazing program. So for any of you who are unsure at this point of where you are going, that's what a postgrad certificate is for. In just 8 months you will be prepared to dive into this industry with confidence :) 

Anyways, I am so looking forward to sharing with you my favourite and most meaningful moments week by week throughout this experience at Sheridan College, with my own advice to you along the way. 

Sincerely,

Ashleigh