Summer Entrepreneurial Experiences

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Summary of Accomplishments and Tasks

Wednesday, August 8, 2012 9:36 pm

Just in an effort to show how amazing and uplifting Golf Digest was to me, the following is a bullet point list of all the projects I was involved in & completed during my internship at Golf Digest:

  • Ryder Cup Deck & Presentation which aided in the 55% sales increase the October Issue garnered
  • Planning, Coordinating & Creation of the Ryder Cup Chalet for Hilton
  • Creative brain storming & suggestion process for a new Golf Digest Swing APP for the iPhone & iPad
  • RFP & alterations for a Michelin ad campaign
  • Executive of the HOT LIST final stop in Cromwell CT
  • Helped create & research a signature fashion show linking golf &fashion during NYC fashion week ” possibly to be executed in Spring 2013
  • Updating & Researching the PGA Tour Players Data Base including all their sponsors
  • Created a GD cover/edit credit project per request of Golf Digest Associate Publisher
  • Other smaller projects

I Have Never Been Good With Goodbyes

Wednesday, August 8, 2012 9:30 pm

WOW. What an experience I have had not only at Golf Digest but in NYC. If you would have approached me 2 years ago there is no way I would have believed you that I would be living in NYC by myself and perfectly capable of navigating my preppy being to and from work every day on the crowded NYC subway. But I did it and it has been the most rewarding experience of my life thus far. I learned how to know when cabbies were taking the long route & trying to rip me off..and how to tell them to cut it out or else I wouldn’t pay the fare. I learned how to navigate the stiff NYC prices in the grocery store but not diminish to skin & bones, while still cooking my own dinners & I learned how to get uptown, downtown & across town on almost all the different subway lines & Times Square to Grand Central Shuttle. Those things in themselves….major accomplishments for this DC Suburban girl.

My time at Golf Digest however, was completely invaluable. I never expected to be given serious assignments that would ultimately contribute to the National Sales Meeting & contributing to a 55% increase in ad sales for the October Issue (which was worked on for the duration of my internship). I expected to be taking coffee orders and shredding papers not writing proposals, sitting in on major last-minute ad deals, speaking on conference call to outer offices & getting one on one time with both the editor and president of the magazine. No, if someone asked me to sum up my experience at Golf Digest…my best reaction and honest answer would probably be a massive green and beaming eyes. I can’t summarize it all in an sitting. Truly I can’t. On my last day, I was able to confidently know the areas that I contributed to & when the President & other executives were giving their annual pitches and ideas for the upcoming sales year…I literally saw my ideas & research up on the big screen of the auditorium. All the work I had done for them wasn’t just crumpled up and thrown away, they used it…and in some cases used my own words & fact graphs. It was incredible & I felt so rewarded. I was as much an asset and help to them as they were to me.

Leaving Golf Digest, I didn’t expect to feel as emotionally attached to the staff as I did. They truly became my family in NYC. They looked out for me and helped me navigate the subway a couple times leaving work. They gave me opportunities and treated me with the same amount of respect as their employed peers. Walking out of the glass doors at looking back at the large Copper “Golf Digest” letters…I literally had tears filling my eyes. Sure, laugh if you want….but I’ve never been the sappy type. It caught me by surprise just as much. But that’s the kind of people that work at Golf Digest, they are inspiring, motivating and loving. They are the most professional and accomplished people of their field & are selling a product a “life style” that will always be in vogue.

As Pete Hunsinger, the President likes to say, “Before there was social media, there was Golf.” And I couldn’t agree with him more.

Networking Continued

Wednesday, August 8, 2012 9:08 pm

The following week started off with a bit of a chaotic storm of thundering heels & frantic pant suites whirring around the office. The October issue was three weeks away from closing & everyone was busy finalizing last minute ad campaigns & professionally sweet talking the new business. I was approached by a sales rep who asked if I could rework the entire Ryder Cup deck/presentation I had made & tailor it to each of the 4 clients she was targeting. Wish I could mention the clients by name but let’s just put it this way…if someone wore their clothing you’d know from the polo shirt’s logo or recognize the worldly title if you asked what cologne and/or perfume they had spritzed on themselves earlier in the day. Needless to say I knew this was a big deal, she was trying to close this batch of business and needed it done fast. After all, if I’ve learned one thing in the publishing business if someone asks you to do something …. it needed to be done yesterday.

So I won’t lie I was a bit confused and frustrated. The whole presentation was created on my own whim to help the sales reps landing ad campaigns utilize the 10 tag lines I had created in catchy e-mails and/or over a bottle of Dom Perigon. I didn’t think it would lead to more work for myself. But if she wanted me to personalize each of the tag lines to these 4 completely different clients…welllppp as an intern I had to do it.

So after talking with my mentor, the Executive Director of Brand Management…she decided the best angle to take was to politely explain that the TOP 10 list of taglines was already personalized enough & the subject line should just be personalized with the corporation’s name in order to create the feel of importance she wanted to convey to her client. I was a bit nervous about this…after all, it was not giving her what she initially wanted. But, here was lesson 2, sometimes people don’t always know what they want. They think they want something done a particular way and if you are polite enough & creative enough…sometimes, just sometimes, you can convince them to see things your way.

So after an hour or two crafting up an appealing e-mail blast I explained my new direction to the rep. She was so distracted by her phone buzzing off the hook and the crunch time that was looming over her head that I don’t think she really caught on to what I was saying. Once I sent her the e-mail though she was overjoyed with the final product…maybe she used it…maybe she didn’t. But either way I didn’t get in trouble. ALWAYS A PLUS. And I learned how to disagree in a corporate and polite manner. I learned that sometimes you can’t always give in and do as you are told because it is not the most efficient way of solving a problem and/or utilizing time.

Either way, the e-mail blast must have done decently because the next day she asked me to take her place at the FCS Luncheon of which she was a member, to be held at the New York Yacht Club. She explained that she had a meeting with a client and couldn’t take out the 12-2pm chunk of time the luncheon required. She instructed that I attend & take notes for her, wear her name tag & take advantage of the networking opportunity.

Well, at first it was a bit awkward but I ended up sitting next to a kind young man who was the director of vertical specialist marketing team at AT&T and a woman who really warmed up to me & happened to hold the honorable title of Owner & CEO of World Media. Imagine that…the networking gods really were looking after me the past two weeks.

The CEO of World Media & I really hit it off, after we cleared the air that my name wasn’t really Frances and I was an intern at Golf Digest, she explained how she use to live in Washington DC and had fallen in love with NYC when she had ventured up north for a business trip. We quickly found interest and laughs in each others’ company & she gave me great advice & insight into her career in the media industry….very different from publishing, from what I caught on.

Once back to the office I sent my third hand written thank you note in the past 10 days and within 48 hours recieved a lovely e-mail from Ms. World Media CEO, wishing me the best finishing up my studies at Wake and to make sure to get in touch once I graduate.

BINGO. Social Networking paying off yet again. Didn’t we study a unit about the value of social networking in ESE ?? Ohhhh yea….think we did. :)

Showing the Initiative…keeps paying forward

Wednesday, August 8, 2012 8:50 pm

After my great success with my Ryder Cup idea, my inbox was flooded with e-mails from members of the NYC office & outer sales offices spanning from Orlando, Dallas, Chicago…L.A. you name it. I felt tremendously rewarded, as if being able to present my idea wasn’t rewarding enough. The feed back from sales reps that I had never personally met or had contact with truly made my day.

Jodi, the youngest sales rep in the office took note of my willingness to work hard & eager attitude to learn. After I had previously sent her an e-mail introducing myself & proclaiming that I understood she had a packed work schedule, I asked if I could pick her brain about the sales industry and her experience as a sales rep for one of the biggest sports publications. After my speech in the meeting, she personally came over to my desk & from there we formed a corporate friendship.

Whenever Jodi had projects she needed to be done in a timely and efficient manner she always seemed to find her way over to my spacious cubicle on the opposite end of the office. Jodi was not only the youngest rep but one of the most outgoing & bubbly. She went to UVA, where she spent her time juggling a double major and playing on the female Golf Team. Out of college she spent a year at Tennis magazine and quickly re-routed to her true love of golf at the Golf Digest office where she holds the title as a “junior sales rep”. However, Jodi is hardly a junior rep. Sure she may be under 25 years old, and spending her evenings completing her MBA at NYU…I guess that isn’t a common characteristic of the well seasoned sales reps, however, Jodi landed the largest piece of Golf Digest business right out of the gate. She took it upon herself to seek out a credit card company (name can’t be revealed due to the privacy contract us interns signed) that hadn’t done business with GD before. After a few relentless months, lunches, dinners, conference calls…the whole 9 yards…Jodi landed the business and a sweet deal that had more zeros in it than NYC’s zipcode.

Long story short, it was an honor that Jodi saw potential in me and was willing to offer her time. However, she went above & beyond. She invited me to lunch with her friend, a PGA Tour Sales Rep and former Sports Illustrated business maverick at Cafe Un, Deux, Trois…a swanky French restaurant a few blocks away from our Times Square office.

Jodi explained to me that the only way she had excelled so rapidly in her career was because people introduced her to others in the business, so she wanted to pay the favor forward to an intern she knew would take advantage of the social connection. Which is exactly what I did. 2 hours later, I found myself leaving lunch with a journal full of notes, a mind spinning with mixed emotions about the publishing industry & a card stock business card with the blue PGA Tour logo printed on the side.

That’s when it hit me. This is how entrepreneurs start. This is how the private sector grows, falters & then grows again. This is me, here and now, living and breathing the most important element of entrepreneurship…the social network. Here, I had made not only connections in Conde Nast & Golf Digest but I’d made a contact in the same field of interest (Sports Business) at the PGA Tour, who, might I add, also has 10 years worth of extensive connections at Sports Illustrated, after she left SI on good terms earlier in the year.

Amazing. It just goes to show that putting myself out there, showing my strengths & aptitude for learning really paid off & connected me to a greater corporate web far beyond the editorial/publishing world of Conde Nast & into the sports representation/management world of SI & The PGA Tour.

So as you can imagine, just as my Mother taught me, I wrote Jodi and her friend hand-written thank you notes & saved that business card for later down the road. Entrepreneurial Social Network at its best.

The Pitch

Sunday, July 15, 2012 6:52 pm

I showed up to the office at 7:30…earliest I had ever been there but literally couldn’t sleep. My nerves had cumulated into an exuberant amount of excitement. I truly was so confident and excited about my idea and genuinely wanted to help the company and AD sales any way I could!

So entering Dan’s office (I addressed him as Mr. Robertson but he assured me that I had to call him Dan) and he was very perky for 8:45am…one thing I’ve learned in this industry is that everyone walks around with more energy than I’d know what to do with. It is like they all are on a high from just being in the office…fast passed….fast sales…fast speaking…everything is quick and enthusiastic. Dan very straight forward said “Okay Meredith pitch it to me like you would if you were to present this in the weekly Sales Meeting”.

So I did. I made sure to be short and concise and enthusiastic.

After my pitch, Dan looked closely through each of the slide pages I had printed out on the glossy editorial paper then leaned back in his chair and said “If I were to have you present this in this week’s sales meeting… the entire NYC office & all the outer offices…would you feel comfortable doing that? And if so, how much time do you think you’d need?”

I couldn’t help but beam…while I still wanted to remain professional. I replied with a slick “I would definitely be comfortable, I thoroughly enjoy public speaking and I’d take up as much or as little time as you would want me to”

I thought my diplomatic answer might get him and it did-he chuckled and said that he’d happily give me 15 minutes to present (all by myself) out of the 45 minutes allotted to the weekly sales meeting.

I WAS SO SHOCKED. SO HAPPY. ON CLOUD 9. FREAKING OUT. I’d done it! My idea was actually going to be presented to the entire company. Me, little 20 year old intern, I’d done it!

The weekly sales meeting consisted of all of the NYC office which is around 60 employees than all of the outer offices are required to be present via speakerphone … meaning Orlando office, Dallas, Chicago, Los Angeles and Connecticut office…tons of people.

The next morning, I was the third person to present. I sat at the corporate conference table, ironically next to the President of Golf Digest & long time Conde Nast employee Pete Hunsinger. With my presentation projected on the massive drop down projector flat screen I spoke slowly and thoroughly with as much enthusiasm as I had in my body at the time to really pump up the room and get everyone on board with my idea.

Well, it worked. After I finished the entire conference room applauded and someone on conference call asked why I hadn’t been offered a job yet. It was the MOST REWARDING moment of my life. Literally, have never had an idea of mine receive that much praise. The four other interns were shocked and asked how I got that assignment and were even more shocked when I told them I thought of it myself.

After the meeting, several prominent players of the office introduced themselves to me and the President himself referenced several of my presentation’s quotes & points in his closing meeting speech. It was amazing.

What I took away from this experience was definitely: ALWAYS take the initiative. If you have an idea/something you think you can contribute to a situation there is no harm in working over time to find a creative solution. I completely took the assignment on myself & spent a lot of additional time outside my normal 8:30-5:30 daily hours but boy was it worth it.

Now, I have been able to create a tool that can be used by the sales team for issues to come & feel extremely proud of myself for my confidence and extra hard work. It definitely goes a long way to take the initiative-becasue now I have been distinguished from other interns due to my work ethic and not due to my gender.

Light Bulb

Sunday, July 15, 2012 6:38 pm

I was the perfect hybrid of golfer…fashion enthusiast and media junkie to solve the magazine’s ad issue. How could they find a marketing scheme/ tag lines that would grab the attention of corporations in both the golf and nongolf world. For instance why would Burberry or Lancome want to pay $500,000 for an ad that reaches such a niche market? Well the upcoming Ryder Cup issue in October would be the perfect answer. The Ryder Cup is the only tournament in my mind that can really grab the attention of non-golfers because of its unique format and media coverage. So taking the advice from a well respected integrated marketing director who told me “Meredith no idea here is too crazy or outlandish…it’s better to formulate one and pitch it than keep quiet”. Not that I’ve ever been considered quiet a day in my life…but I decided it was the right moment to speak out and differentiate myself.
So, remembering a valuable lesson from ESE class I thought of all the cunning tag-lines and slogans corporations use to get their company out in the public’s view and engrained in their memories.

I created a deck (keynote presentation…remember the publishing industry loves their lingo) that featured the most captivating and intriguing images of the Ryder Cup from years past. Each slide had a tag line that corresponded with the vivid images included on that slide. And from there I birthed the “Ryder Cup Top 10″ “Your personal cheat sheet to everything Ryder Cup” It was a deck that had 1-10 slides with simple slogans that sales reps could pitch to their clients as the top 10 reasons they NEED to run an AD in the october issue of Golf Digest that focuses purely on the Ryder Cup. I wish I could attach my actual deck-it would be easier to understand. But the different 1-10 taglines ran the range of: Reason 1: “If you’re an American Brand this is your chance to assert your heritage” Reason 2: “If you’re a Global Brand this is your chance to reach a global audience” Reason 7: “It is golf’s only fashion show” So for each reason I gave a brief detail/fact spiel about why it is golf’s only fashion show or how the ryder cup draws such an international audience…etc.

I didn’t put the research or background facts on the slides but spoke about it when I pitched my idea to my mentor/boss Christina. She was flabbergasted and loved it. Said it was afresh perspective on an issue they really needed to sell more ads for & a great way to expose the non-golf world to Golf Digest and sell a different aspect of golf.

I was ELATED. Literally, the proudest moment I have had in years. She asked if I could pitch it to the associate publisher & if i’d be prepared to do it the next morning at 8:45. Luckily I’d really done my homework and had been tweaking the deck & intensely gathering facts & extensive research for the past week so I was prepared.

That night I literally couldn’t sleep. I was so amped up and passionate about the work I had created & the whole sales pitch idea because I felt so passionate that it would really be able to increase ad sales since it was a completely new way of approaching such a traditional issue. I just had barely had any interaction with the Associate Publisher and was petrified because I knew I only had ONE shot and no time for rambling to sell my hard work.

Learning the Lingo

Tuesday, July 10, 2012 10:44 pm

So the Publishing industry has its own lingo I learned this week. After sitting in on meetings I kept hearing the same terms thrown around like “aggregate demand” and “deck” or a “brand presentation” and “brand recap”. All of which I had no idea what exactly was meant. A deck, which I would become familiar with, was just a fancy word for a Keynote Presentation or Power Point presentation that is printed out and handed to coworkers/clients. It is created with taste and an obvious layout/theme & follows the rules of a PowerPoint where packing the most information into the smallest wording is the way to go (also known as a “brand presentation”). By this week I had started to develop revelations of my own. I realized that Conde Nast is a powerhouse of a corporation, despite the 2008 recession absolutely pummeling the Publishing Industry….Conde Nast has been putting up a fight since and does not plan on letting its magazines die with the decrease in print circulation. They have made an effort to do such by expanding their magazines into multi-dimensional platforms covering everything from Twitter handles, websites, blogs, Facebook Pages to iPhone and iPad apps. Conde Nast prides themselves on having “brands” not magazines. Sure they print out and sell magazine subscriptions but now that subscription unlocks a door into the multi-media world of Narnia. Every single one of their brands is a well-oiled machine because of the intelligent departments that are buried in the mastheads of each publication. For instance, I had noooo idea Golf Digest had such a strong “Research Development” department which purely researches demographics and statistics so that GD can better understand its targeted demographic. Nor did I realize that the “Integrated Marketing” department worked as a team with the Sales reps when trying to create creative advertising and marketing schemes for future and current clients.
This week opened up the business world all at once. My eyes were wide eyed and my ears constantly peeled trying to find out as much about the industry and magazine as I could. I realized that this could be my career and future and decided to take a stab at something no other interns had decided to try. My own assignment.
In that Tuesday’s weekly sales meeting which consists of all of the NYC office for both Golf Digest & their weekly publication spin-off Golf World, plus all of the outer offices via conference call, one of the sales reps described her frustration of not comprehending the Ryder Cup. A light bulb went off in my head.

The Closet

Tuesday, July 10, 2012 10:43 pm

I knew it had to come sometime. The real intern work. It seemed too good to be true, there was no way interns were allowed to sit in on legitimate business meetings and attend nice luncheons and I was right, that was not the entirety of Golf Digest and I am happy it wasn’t. I wanted to get into the grit of it, have assignments, really produce work that could aid someone and of course the Golf Digest brand.
Before I could do such though, Tim and I were told of our “intern-bonding task” I shuttered. While our perky and extremely accomplished mentor was attending the US OPEN in San Francisco, Tim and I needed a task that would last us a good four days…and help us get to know one another better. Thus, we entered the land of the closets. For the next four days, the two of us were to organize and de-dusk/clutter each of the four closets in the office. Now, these of course were not just regular closets they were huge, like rooms…and full of everything from office supplies to premiums (aka the gift items they give to clients….we’re talking the good stuff…clubs, Ralph Lauren cashmere sweaters, hundred dollar cigars…real goodie bags.)
The upside was that I got to perfect my skills with the Dymo label maker. The downside… ran into the first intern conflict after Tim and I were delirious from staring at labels and lifting heavy dusty boxes all day. We had our first quarrel but frankly it just helped us realize what buttons of each other’s we could and couldn’t push. New dynamic I didn’t really think about since Wake is so independent regardless of the professors’ fondness for group projects. Working closely with a co-worker is so different than expected. Tim and I do have individual projects but more often than not we are a packaged deal and set to work on problems/tasks/new creative assignments together.


Saturday, June 30, 2012 8:47 pm

Well, better late than never I guess is what they say. After the first two weeks of lacking internet in the apartment I have been subleasing and then being unable to access the blog website on my work computer….I am finally posting the first of many blog posts. So what exactly is my internship this summer? Well, no exaggeration…my dream job. Here I am in NYC and have been for wow, now my fourth week and find myself craving to go to the office at night and having more fun in the office as opposed to nights out on the town. What’s wrong with me?
Golf Digest may seem like a well oiled machine, a corporation that is hardly entrepreneurial well yes, and certainly no. Conde Nast, the publishing company that started Golf Digest was created on pure entrepreneurial vigor by Conde Nast back in 1909. He purchased the now bible of fashion, known as Vogue Magazine in 1909 and form there built a publishing/multimedia mecca that is home to over 27 magazine and online publications. If that isn’t entrepreneurial then I don’t know what is.
My first day here has stuck in my head like gum to a shoe. Selected as 1 of 85 interns out of a pool of 2,500 applicants I felt honored to just enter the building. All of us interns reported to the building at 8:45 and had a nice mingling breakfast until 9:30 when our orientation began. The breakfast was high class in itself, true Conde Nast fashion I would later learn. China was used and fine silverware, the coffee and fruit fresh from the gourmet kitchen and I felt like I was at a regal NYC luncheon then an intern orientation.
I sat down between two fellow Kappa Kappa Gammas, one from SMU and the other from Syracuse. Both girls were extremely different but their gleaming smiles and eager attitudes modeled every other face in the lofty room. We chatted about our similar but different sorority experiences and about our assigned internships at Golf Digest, Women’s Wear Daily and Lucky. The girls thought I had gotten the short end of the stick but I reassured them that I was the luckiest gal in the room.
The head of HR who had interviewed me months before ran the Orientation and presented a Powerpoint that gave useful tips on how to be corporate in an often cut-throat industry. I felt extremely empowered but a tad intimidated. Everything was executed perfectly so far, the speech, the motivational Powerpoint, the impeccable outfits of the HR department and delicious breakfast…felt like I was in a movie.
I was given my corporate badge, which would be my access to the building, way to get into the multitude of elevators in this 46-story skyscraper and use in the cafeteria for my countless cups of coffee and delicious fresh sushi rolls for lunch. Conde Nast really did it up, they gave pure excellence to their employees and expected nothing short of the same in return.
Next, I met my fellow intern partner in crime, Tim. A dapper lad from Connecticut he was everything I expected from a New England prep boy. Perfectly dressed with coiffed hair, he made sure to explain that his father was an owner of a hedge fund down in the Financial District and how he lived and breathed golf more than anyone else. I didn’t feel the need to compete. My desk was then revealed to me, a gleaming massive Mac desktop sat in one of its corners, a mini closet and at least 5 cabinets above it. It was a corner cubicle, hardly a cubicle in my mind. A massive L-shaped it commanded authority, fully stocked with my favorite pens, and framed golf images, it even had its own telephone and my own personal extension with my name already programmed into it. I had to pinch myself, weren’t interns suppose to sit in the corner?
Tim and I were shown around the office and introduced to the multitudes of Golf Digest employees, from Integrated Marketing to the Art department. I was wide eyed and loving it all. That was pretty much how the rest of the week went, blissful, full of corporate lunches to meet different executives and get to know my fellow partner in crime better. It took a while for us to ease into our comfortable co-working friendship but we did it.

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