SECOND TO NONE

The New Marketer - www.rodneybwilliams.com

2009-03-25T11:03:00.000-07:00

Please check out my new blog - The New Marketer

Finally an Old Media company making new money using New Media

2008-03-18T23:02:00.000-07:00

I had to search for this find.

Private Media Group Inc. is a worldwide leader in premium-quality adult entertainment. Private magazine was established in Stockholm, Sweden, in 1965 as the world's first full-color hardcore magazine by Berth Milton Sr. In the early 1990s, his son Berth Milton Jr. took over and moved the company's headquarters to Sant Cugat del Vallès, Barcelona, Spain, although the company is incorporated in Nevada. Milton also started to produce movies and internet content, and in 1999, Private became the first adult entertainment company to be traded on the NASDAQ stock market.

Private releases 10 - 12 new DVD titles every month and currently has a the largest original content completely digital adult movie library of over 800 titles. Private has established its Internet presence with multi-lingual websites attracting more than 2.5 million visits with 60 million page views per month. Private sites now offers DVD quality movies, Video on Demand (VOD), Internet Protocol Television (IPTV), Digital Magazines Download, PSP and iPod downloads. Private Media Group is the leading mobile content provider for adult entertainment content in the world offering both on-and off portal delivery.

Private Media Group Reports 2007 Annual Results - Business Model Changing With New Media Sales Representing 57% of Total Sales - Wireless Sales Up 32%.

This simply amazes me. How did a 40 year old adult entertainment company develop a structure to harness new media frontier and become more profitable than it's ever been? Why can’t other companies learn from their structure? Maybe because of the stigma associated with Private Media Group, Inc.

Source:MoneyCentral

HISPANICS AND NEW MEDIA

2008-03-18T22:54:00.000-07:00

Given my scheduled summer internship at Proctor & Gamble possibly working with multicultural programs which mainly target Hispanics due to the Hispanics’ low brand awareness of Proctor & Gamble, in this post we’ll take a look at some recent news regarding new media and Hispanics.

There has recently been a big push for Hispanic magazines to their content on the web. “The impetus is the surge in Hispanics going online. After years of lagging behind the general population, the Hispanic online population is now growing far faster, especially among young, bilingual Hispanics.” - MediaLifeMagazine

According to medialifemagazine.com, in 2006, there were more than 16 million Hispanics online, 77 percent of whom had broadband access, according to one AOL study, and over the course of the year, the online Hispanic population grew by 13 percent versus 2 percent for the general population.

Corporations everywhere are realizing the power and influence of this growing market. Print publications are attempting to corner internet market share by developing in depth online content before the demand is actually present. CPG companies like Proctor & Gamble are hiring numerous marketing employees and empowering them to market to Hispanics. Companies everywhere are attempting to harness this potential growing and powerful market.

New Media still not making money for American News Media Corporations

2008-03-18T21:55:00.000-07:00

The state of the American news media in 2008 is more troubled than a year ago. This has been prevalent in numerous publications and in a recent interview with the Associated Press. This issue is a troubling concern for American news companies and as new media become increasing popular and difficult to monitor, control or limit.

“Critics have tended to see technology democratizing the media and traditional journalism in decline. Audiences, they say, are fragmenting across new information sources, breaking the grip of media elites. Some people even advocate the notion of "The Long Tail," the idea that, with the Web's infinite potential for depth, millions of niche markets could be bigger than the old mass market dominated by large companies and producers.” - Straight Goods

Unfortunately, American news companies may have to develop a entirely new business structure to accompany the rise in new media that doesn’t require so much cost. I believe that the sustainability of American Press companies are dependent on strategic relationships with the leaders of the new media. I posted a video entitled, “The Future of Communication” that describes what’s in store for our society. The interesting fact is the video is starting to be a reality

Am I New Media Tastemaker?

2008-03-18T21:06:00.000-07:00

Who is opening up your mind when it comes to new media?

“New Media Tastemakers are in fact the ones who deliver pre-digested to you the results and reviews of their research on the latest foods, trends, fashions, restaurants, designs, recipes, chefs, hot spots, and more. Their numbers are legion, and they are quickly challenging, and in many cases usurping, what was previously the exclusive domain of glossy magazines, newspaper features sections, PBS, and terrestrial television.” - Tastemakers

Yes, that’s what we are and when I am saying we I am referring to bloggers. Our readers are the individuals we are influencing. Our research serves as the basis for our results and reviews which are delivered to our medium, the internet.

Current Tastemaster Leaders:
• LX.TV
• Slashfood
• Turnhere
• Chow.com
• YumSugar
• Eater.com
• Zagats
• Winelibrary.TV
• SeriousEats.com
• Gayot.com
• Like.com
• Gothamist.com
• Gridskipper
• Fashiontribes.com
• Hulu
• Joost
• Veoh
• Tablehopper
• Off the Broiler
• Chocolate & Zucchini
• 101 Cookbooks
• Dessert First
• Food Porn Watch
• Becks & Posh
• Cool Hunting
• Candy Addict.com
• Tastespotting
• Stylehive

These leaders have a huge following and an extremely large number of daily visitors. How can these fulltime influencers make money and revenue to continue being viable? The New Media Tastemaster summit will answer this question.

The New Media Tastemaster Summit!!!!!!

A first-of-its-kind gathering of some of the most important Digital Media, Traditional Media, Online Video and Web 2.0 producers, platforms and startups specifically focused on the lucrative & highly influential Lifestyle categories of: FOOD & WINE, FASHION & DESIGN, AND REGIONAL/CITY SITES. Powered by the techniques and technology of New Media, these categories are not only required daily reading and viewing by tens of millions of consumers and businesses, they also have the ability to begin or end major trends, make fortunes & careers, and thrill & delight advertisers. - Tastemaster Summit

In Game Advertising

2008-03-18T20:59:00.000-07:00

In-game advertising refers to the use of computer and video games as a medium in which to deliver advertising. In 2005, spending on in-game advertising was USD$56 million, and this figure is estimated to grow to $1.8 billion by 2010 according to Massive Incorporated, although Yankee Group gives a lower estimate at $732 million. In-game advertising is seen by some in the games industry as offering a new revenue stream, allowing developers to offset growing development costs and to take more risks in gameplay.

Advertisers see in-game advertising as a prime way to target the male 18-34 demographic, who are increasingly neglecting television in favour of computer and video games. However, some gamers see these moves as greedy and invasive, dubbing in-game advertising software as spyware. This view was demonstrated by the backlash against Electronic Arts' Battlefield 2142 which contained in-game advertisements from IGA Worldwide. This has not, however, stopped traditional firms such as Nielsen Media Research branching out into the in-game advertising space, by announcing a new video games ratings service (similar to Nielsen ratings) called GamePlay Metrics to serve in-game advertisers.

IGA Worldwide, Inc. is the independent leader in the expanding in-game advertising market, helping brands to understand and exploit the rich and diverse opportunities available now and in the future.Its proprietary ad serving network, Radial™, enables advertisers to target millions of engaged consumers across a wide range of platforms and genres while they play.

Source:
IGA Worldwide

My Viral Marketing Campaign – Shortfuse Recordz - Play My Music

2008-03-18T20:56:00.000-07:00

I started off doing some consulting for Shortfuse Recordz and have been converted to a marketing manager. One of the creative strategies that I have developed for this upcoming year is our “Play My Music” contest. This contest is named after the Record Company’s slogan “Play My Music” and is designed to harness the collective network of internet artists who have a large following. The contest is designed to develop and increase brand recognition of the record company. This will also be a medium to find new and upcoming artists as well. I included the Youtube video and contest details below. If this viral marketing concept is successful, Shortfuse Recordz will be a household name among internet artists and musicians.

Intro
• Play my shit/Play my music Contest
• PLAY MY MUSIC - Should We...
• Individual will be asked to upload a 30 sec – 1min video displaying why we should play their music.
• They will be asked to use our slogan and theme throughout video - Play My Music
• Open to artist, producers, music lovers who feel like they deserve to be heard
• Videos need to incorporate PLAY MY MUSIC CAMPAIGN, and Shortfuse Records
• Participants will be asked to upload there videos on YouTube under Play My Music - this has the ability to make publicity history
• Prize could include a demo deal, Travel & lodging in NY, Recording time at the state the art Shortfuse Recording Studio and a cash prize

Prize Package
• Demo deal from Shotfuse Recordz LLC.
• Travel and Lodging to complete demo at world class Shortfuse Studio
• $1000 Cash Prize

Selection
• Based on creativity, energy, originality, and the use of the PLAY MY MUSIC theme and Shortfuse Recordz
• Finalists are picked by Shortfuse staff and artists. Winner picked by Shortfuse CEO.

Contest Advertisement
• Through all Shortfuse avenues - Myspace of all Shortfuse employees and artists, Shortfuse website, Facebook, Street Team, all promotional events, Vehicle wrap, press releases, and select internet advertisements and postings.

Publicity
• The seeds will be set by the advertisement mentioned above. Contest has all necessary components to grow itself – viral marketing. Due to the nature of the internet environment contest should pick up by April with over 100 entries. Once this occurs, the entries should grow exponentially.

The Government and Integrated Marketing Communication

2008-03-18T20:49:00.000-07:00

I never would have imagined that the government would interested in marketing and advertising yet alone new media techniques and integrated marketing communication. Recent company announcements shine a light on the government and integrated marketing communication.

Harte-Hanks, headquartered in San Antonio, Texas, is a worldwide direct marketing company that provides a full range of marketing services. Consumers in California and Florida are probably most familiar with the company's PennySaver and The Flyer shopper publications which arrive at millions of households each week. Harte-Hanks also manages PennySaverUSA.com, a nationwide network of local advertising content online for consumers and businesses. In its Direct Marketing operations, Harte-Hanks also manages the on-time delivery of several billion pieces of mail, via the USPS, each year. The various parts of Harte-Hanks offer data quality, data-based marketing solution design and implementation, analytics, targeted email and a full range digital practice, fulfillment and targeted USPS mail addressing, printing, and various logistics services.

Harte-Hanks, Inc. (NYSE: HHS) has announced that its direct response advertising agency, Harte-Hanks Direct, has been certified by the federal General Services Administration (GSA) as a provider of advertising and integrated marketing services. This will enable the worldwide direct and targeted marketing company to compete more readily for U.S. government agency contracts.

Harte-Hanks Direct is based in Yardley, PA, with a supporting office for the government sector in the Washington, DC metropolitan area. Currently, Harte-Hanks, across various businesses of the company, holds prime and sub-contracts with the U.S. Postal Service, the Internal Revenue Service and the Army National Guard among its public sector client

The GSA contract, which became effective January 28, 2008, covers advertising strategy, creative, direct mail services, media services, broadcast, measurement, as well as Web and call center services related to campaigns.

Source:

CNN MONEY

Print Magazines vs. Online Magazines

2008-03-02T21:13:00.000-08:00

I have never been a big print magazine guy but after being stuck in a house without great internet their nature became attractive. I have always been attracted to the convenience of online magazines but us internet users definitely loose something when viewing a magazine online. Print magazine are all about the experience. The visual is amazing and intriguing in comparison. The ads speak out to the readers as well as the articles. Let’s not forget about the smells. The smells from the cologne advertisements that are within every magazine. They add a certain quality to print magazines. Let’s take a look at the pro and cons of print and online magazines.

Pros

Print Magazine:
Advertisements
The Experience
Products Samples
Photography
It’s Personal

Online Magazine:
Convenience
Ease of use
Functionality
Content Focused

Cons

Print Magazine:
Inconvenient
Too many advertisements

Online Magazine:
Lack an Experience
Lacks Personality

Consequently, print magazines offer a better product than online magazine but today’s consumers are more concerned with convenience than anything else. Even though print magazines offer such an experience it will never offer the convenience that the internet can offer.

P&G - 2008 Advertiser of the Year - 55th Cannes Lions International Advertising Festival

2008-03-01T16:52:00.000-08:00

Proctor & Gamble was the distinguished recipient of the 2008 Advertiser of the Year Award from the Cannes Lions International Advertising Festival. The Cannes Lions International Advertising Festival is generally regarded as the most prestigious international advertising festival. The five to seven day festival is held annually in the city of Cannes, France. Although the festival also features seminars, workshops and social events for people in the advertising industry, the primary purpose of the festival is to present the Lion awards for the advertisements and advertising campaigns adjudged the best of the year. Although the award ceremony is held in France, the company that conducts the festival is British.

The award is given to companies who have "distinguished themselves for inspiring innovative marketing of their products and who embrace and encourage the creative work produced by their agencies." - Press Release

"Five years ago, Procter & Gamble made a public commitment to embrace creativity to drive their marketing. This public commitment was a message to their agencies and to the people who work in their agencies and resulted in many thousands of column inches being written about this initiative in the world press. The vision materialized in 2007 when P&G won 14 Lions at Cannes, including the coveted Press Lions Grand Prix. There can be no greater commitment to the cause of Creativity than that displayed by P&G and we are delighted to be awarding them this prestigious honour," said Terry Savage, Festival Chairman. - Press Release

This award has special meaning to me for a number or reason. Proctor & Gamble is one my dream companies I wish to work after I receive my M.S. in Integrated Marketing Communications. P&G is also the company I will interning at this summer. I will be participating in P&G's brand manager internship program. This has been one of my proudest accomplishment but definitely not my last.

Nielsen Ratings - New Media - How will this work?

2008-03-01T15:52:00.000-08:00

Anytime Anywhere Media Measurement

This is a five year initiative to develop and deploy technology for capturing the new ways consumers are watching television:

* Measurement of online streaming video as well as the addition of Internet
measurement in Nielsen’s People Meter samples

* Addition of Out-of-Home measurement in Nielsen’s People Meter samples

* Development of new meters to measure video viewed on portable media devices

* Creation of new research for measuring viewer "engagement" in TV programming
"Tracking multiple activities “certainly is more invasive in their privacy, and therefore, you incur higher barriers psychologically for people to accept this,” said Scott Springer, senior vice president for media product leadership at Nielsen. “The ultimate research dream is to be able to measure everything in the universe. It’s not realistic, obviously.” - NY TIMES

Although, this may be a tough task. This is an inevitable future for Nielsen as media changes and involves.

Search Engine Optimization - New Media Marketing

2008-02-28T15:05:00.000-08:00

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.

As a marketing strategy for increasing a site's relevance, SEO considers how search algorithms work and what people search for. SEO efforts may involve a site's coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site. Other, more noticeable efforts may include adding unique content to a site, ensuring that content is easily indexed by search engine robots, and making the site more appealing to users. Another class of techniques, known as black hat SEO or spamdexing, use methods such as link farms and keyword stuffing that tend to harm search engine user experience. Search engines look for sites that employ these techniques and may remove them from their indexes.

"The other widely used search engine marketing technique is Search Engine Advertising. A website can begin search engine advertising once, it has completely optimized itself in the search engine free listing. The advertising bit of the search engines, ensure a bonus exposure to the websites. Search engine advertising is a process of paying the search engines and other web directories for ensuring optimum exposure to the websites. PPC or pay per click is one of the paid listing techniques of search engine marketing. All top search engines including Google, Yahoo and MSN have launched such paid listing mechanism to ensure visibility to websites." - Promotion World

Covergirl - Queen Collection - H. Naylor Fitzhugh - Minority New Media Marketing

2008-02-27T21:41:00.000-08:00

Proctor & Gamble’s Covergirl brand successfully speaks to minorities and especially to African-Americans and Hispanics. The Covergirl brand even has a brand extension that is specifically designed for women of color entitled the Queen Collection. Their Queen Collection site is great. The collection was named after one of their endorsers Queen Latifah and definitely speaks to its target. The home page of the site features different ethnic women discussing why they are Queen and Queen Latifah’s over arching slogan of “every woman is queen”. This essentially is a breakthrough for women of color given the small availability of cosmetics designed for their demographic.

I totally think it’s ethical for a company to specifically market to minorities. Minorities spent years without being marketed to as if minorities did not exist. Now that it makes sense economically minorities are receiving much needed attention. That aspect may be an issue but it’s a good day when major companies are producing and marketing products with minorities in mind. Because we are on such a topic, I think it’s important that I highlight the most famous marketing Black pioneer, H. Naylor Fitzhugh.

Mr. Fitzhugh was a pioneer in the field of target marketing, the target in this case being the black consumer. His methods were adopted by large corporations who sought his advice. He was dubbed "the dean of black businessmen" by Black Enterprise magazine in 1974. Vice President Nelson A. Rockefeller presented him with a special black enterprise achievement award the following year in a White House ceremony. Naylor was the first black student to graduate from Harvard School of Business. H. Naylor Fitzhugh, who became vice president for special markets at the Pepsi-Cola Company after a long career as a professor of business at Howard University. His legacy is the development of our discussion.

There are concerns that could arise as our society became more integrated and social norms become relevant in marketing. Marketers have to truly understand their target or segment rather than just throwing an minority person in their advertising. Companies need to do more when marketing using new media to reach minority markets.

Source:
http://www.everywomanisaqueen.com/home.do

Podcasts Marketing - New Media

2008-02-18T19:38:00.000-08:00

What's The Big Deal

Podcast subscribers, like podcasts because it automates the downloading process AND it allows them to have their favorite audio To-Go. People love it because it frees them from manually checking their favorite audio enabled websites to download new files. But Podcast listeners aren't only attracted to the mobility factor but also the ability to have the MP3 already downloaded onto their PC and ready to listen to whenever they are - it's like Tivo for MP3's.

What It Means To Marketers

If a company publishes audio files of any kind whether it is audio newsletters, teleconference calls or interviews regularly, the company can now put their messages directly onto customers' desktops. Popular podcasts could also be sponsored by advertisers that would input a brief ad for different products or services.

Podcasts are a quick and easy method of publishing, it's personal and can target a specific market with ease. The personal aspect is great for building consumer relationships. A company can easily distribute their to consumers in a timely fashion without concern about spam, filters or other things forms of message blockers associated with marketing.

via Tech Based Marketing

Perceptive Pixel - The Future of Computer Interface - Widget Marketing

2008-02-18T15:43:00.000-08:00

"Perceptive Pixel is a startup founded by Jeff Han. Working all but alone from his hardware-strewn office, Jeff Han is about to change the face of computing. Not even the big boys are likely to catch him. Jeff Han and Phil Davidson shows how a multi-touch computer screen will change the way we work (and play)." - Multi-touchscreen.com

How will this change marketing?

Allow me to introduce you to Widget Marketing. Widgets are a portable chunk of web. Widget marketing exists as small applications that are added to ones internet experience or consumer interface for marketing or entertainment purposes. For example, we all have seen the numerous add-ons that Facebook now allows. Some of these widgets are marketing a previous product or service such at 123greetings.com offering greeting cards. Now also think about Microsoft widgets who offer convenience tools for computer interface. Put all this together with the technology that Perceptive Pixel is developing and you have a innovative, personable and extremely interactive method of marketing to consumers.

Nokia - Future Design Campaign

2008-02-18T15:08:00.000-08:00

Nokia has released a series of graphic videos regarding some possible future phone prototypes. The videos explore how mobile phone design may change in the next three or four years. The sense that main purpose for Nokia in releasing these videos is to encourage discussion and consumer feed back on videos.

"The videos are not showing prototypes of actual phones or devices that Nokia is currently working on or plans to launch. They are exploring futuristic concepts and potential new ideas that may or may not be produced in years to come. They are designed to inspire and stimulate discussion around how the mobile device of the future might look and function in our lives.”

via experientia

Blog of the Month - The Glamorous Life

2008-02-18T14:11:00.000-08:00

The Glamorous Life
Every month 2nd 2 None will highlight a blog that's pushing the limit on creativity and consumer activism. Within every culture, a sub-culture emerges. Its easy for a marketer to view a blog and relate the individual's interest to a current product or service but it's totally different story when a marketer has to listen to the voice of the consumer and develop a new product or design. For instance, there is an emergence of clothing designers that their core inspiration stems from tattoo and graffiti artist. How can a marketer relate to this sub-culture? Blogs have created a loud consumer voice within any market for a creative marketer to be inspired.

The Glamorous Life is a window into this world that has been transcended to clothing, shoes and incredible art. Its a urban voice of a sub-culture that is rarely discussed. This blog has grown from a voice to a rare distributed magazine highlighting one of the nation's most creative sub-cultures.
The Glamorous Life

Blogs have opened the voice of the consumer and we're listening.

Christian Audigier - I wonder what was his inspiration?

Microsoft tries to muscle Yahoo

2008-02-04T20:56:00.000-08:00

Microsoft tries to muscle Yahoo and kick start the future of communication. On Monday Microsoft publicly announced the virtues of its 44.6-billion-dollar bid to take over the Internet firm as Google maneuvers behind the scenes to stop this takeover. Microsoft Corp.'s $45 billion takeover bid appears to have backed Yahoo Inc. into a corner, leaving the struggling Internet pioneer with the unpleasant choice of selling to a detested rival or pursuing other agonizing alternatives likely to require the help of an even fiercer foe, Google Inc.

The Wall Street Journal and the New York Post reported Friday that executives of the two companies are in early-stage discussions of a merger or some other kind of collaboration, although Microsoft officials would prefer to acquire the company outright. The companies held similar discussions a year ago, but no deal came to fruition, the newspaper reported, citing people familiar with the talks.

The deal would be the largest ever acquisition for Microsoft, but certainly manageable. Yahoo's market capitalization before the deal was announced was $38 billion, and the speculation is that the purchase price would be around $50 billion. Microsoft's market cap is nearly $300 billion and it had $28 billion in cash and short term instruments on its balance sheet as of Mar. 31.

Among bloggers on the Net, there is plenty of skepticism about a merger because of the size of the deal, the differences in culture, the abundance of executive egos, and the redundancies in technology. "If Microsoft buys Yahoo, Microsoft should immediately spin the Yahoo-MSN business out as a separate company," says Henry Blodget, the one-time analyst at Merrill Lynch, who now writes the Internet Outsider blog. "If it doesn't, both Yahoo and MSN will die." (see BusinessWeek.com, 5/4/07, "Yahoo, MSN "Will Die"").

Future of Communication

2008-02-04T20:14:00.000-08:00

This video is the premise for this blog and the future.

AP 2.0 - Interview with AP

2008-01-26T13:12:00.001-08:00

The Associated Press, or AP, is an American news agency, and is the world's largest such organization. The AP is a cooperative owned by its contributing newspapers, radio and television stations in the United States, which both contribute stories to the AP and use material written by its staffers. Many newspapers and broadcasters outside the United States are AP subscribers, paying a fee to use AP material without being contributive members of the cooperative.

In a recent interview with the Associated Press regarding a new strategic planning position. I learned and became familiar with AP 2.0. This is a business model that isn't complete because it changes so much but was established because of years of research regarding the technology shift of media. Their research and analysis confirms the continuing decline of print and the increase in new media. AP's biggest concerns are when a story break their are so many avenues to the public. How are they able to monitor media or will they even be able to monitor media given the internet's nature.

My interviewer asked me where I thought their business model was headed to in the future. I replied that their business model rely heavily on creating strategic alliances with GYM - Google, Yahoo, and Microsoft - These are the major players in the new media distribution. These players will control how, when and where our media is received. Creating alliances with these companies that allows AP to harness their network for AP's media will possible be the approach AP needs to look into.

I haven't received the internship yet but maybe my answer will seperate me from the other candidates. I will keep you posted.

Dr. Pepper's Cherry Chocolate Rain

2008-01-26T12:27:00.000-08:00

Tay Zonday made You Tube history in 2007 when his music video entitled, "Chocolate Rain" became You Tube's most watched video. Tay Zonday is an American singer and song writer that became famous when he made a music videos became extremely popular on the net. Dr. Pepper seized this moment and displayed an advertising concept that was incredible.

"When Dr Pepper wanted to get the word out about its newly introduced flavor, it didn't turn to its advertising agency, WPP Group's Young & Rubicam, San Francisco. Instead, the soft drink maker engaged True Entertainment, a production company based in New York, to craft a viral video for Cherry Chocolate Diet Dr Pepper." - High
(http://www.adweek.com)

24 hours after the original post there were 300,000 views, a week later over a million and after a month close to 3 million. Not to mention all the free press this video has caused through Tay Zonday and various talk shows that has featured Zonday. Dr. Pepper made an innovative advertising concept that has truly paid off.

220 PRODUCTIONS

2008-01-21T19:53:00.000-08:00

During my undergraduate academic career at West Virginia University, I noticed the need for a promotional and marketing company designed to accommodate the needs of small businesses and student organizations. West Virginia University rests in a small town with a population of fewer than 60,000 individuals and over 25,000 being students. This provided an excellent model to cater to small businesses largely founded by alumni or current students.

While gathering research on such a firm, I noticed the emergence of social network sites such as Facebook and Myspace and quickly noticed a tool that could grow into our competitive advantage. Creating a competitive advantage became my first priority. Along with my co-founder, we began to gather market research and list compiled of student email addresses from student organizations and various events. We understood that our advantage depended on ways to attract, gather, and track students at WVU. With this information base and our ability to attract the collegiate market through sponsored events, we began to create leverage for any company or individual needing to market to Morgantown’s target audience.

After a number of successful production events to gather and track information from our target audience, 220 Productions started to become a brand. 220 became powerful brand by connecting advertisements and events to students via new media.

Nightlife companies began to take interest in our services. These companies were small businesses that couldn’t afford an internal marketing or promotional base. New media resources such as Facebook and Myspace became excellent and efficient way to market to their target audience. 220 Productions had created and maintained large groups and friends compiled of WVU students and individuals in the surrounding community. Consequently, 220 Productions became the premier company for businesses needing to attract the collegiate market mainly due to our use of new media. We began to expand in that direction. I started to acquire management and marketing knowledge from other similar production companies. We began interviewing and hiring graphic designers with the ability to design a number of marketing necessities such as flyers, websites, blogs and logos. As a production company, we wanted to facilitate as much in house services as possible in an attempt to specifically cater to every client.

Landing substantial Morgantown nightlife contracts solidified our work and provided an excellent opportunity in undergrad to develop marketing and management skills in the emergence of new media. We gained knowledge and the ability to attract the collegiate target audience within our 60,000 person community. Our services grew to flyer design, website design, full graphic design, event planning and full marketing planning. Our clients began to spread to various other small business categories including non-profit organizations. Our natural ability to market to the collegiate market due to their and our dependence on new media has become our specialty and strength. In the future, 220 Productions will continue to grow to a number of different markets and services.