My eight week internship at Loopey Laces has concluded, meaning an end to my two main projects as well. Starting out, I had little idea at the scope that my work would cover or the audience that it would reach. My first project, a massive compilation of contact information for potential customers of the Loopey Laces sorority line, wrapped up nicely with a comprehensive calendar of fall semester Panhellenic bid days for over 75 colleges and universities. Information I collected also included chapter size and contact information for close to a thousand individual organizations. And I did not merely store this information for later use by the company, but instead individually contacted each and every chapter president or executive member on that list with hyper-targeted sales pitches. Both the volume and quality of the information that I spent much of my summer researching supplies an invaluable resource for the company, for both initial and future sales. During this process, I also learned the value of understanding the target customer, putting this to use with personalized messages and descriptions for each sorority or university. Understanding Loopey Laces customers also allows for more focused and directed advertising approaches by the company.
My second big project from the past eight weeks was a series of blog posts meant to drive traffic to the Loopey Laces website and optimize search engine results in the process. The peak of success in this endeavor was an article that put common marketing strategies to use: piggybacking on current trends to grab readers’ attention and sparking the sort of ideas that drive heated conversation. The title of the blog post was “Gotta Rush ‘Em All: Which Pokemon Represents Your Sorority?” and it was read by over 45,000 people! Many loved it, some were unhappy with their sorority’s result, but all of them read a piece of my writing that I never expected to be so popular. A vast majority of this traffic to the article was organic, meaning that social media likes and shares moved into the line of vision of friends-of-friends of each reader. This led to many more hits on the Loopey Laces websites and social media pages than ever before. Yet no other blog post in the series reached a fraction of this success; even articles that were promoted via paid advertisement reached less than 5,000 readers. I do not know how many of those article hits translated directly into sales (nor do I know if it is possible to accurately calculate such a thing), but it has worked wonders for SEO. Loopey Laces is now a top result for anyone searching for Greek apparel, particularly in regards to shoelaces. The blog also supplied Loopey Laces with a platform from which to promote other products in return for their endorsements or partnerships, expanding valuable contact routes. My work on the blog far exceeded any expectations I had for it.
My time at Loopey Laces has been a roller coaster. I am relieved to be able to look back on it all with a new perspective, knowing that my work made a difference.