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My PI Adventure

This, like all the other opportunities I’ve had the pleasure of being a part of in Passion Impact, has been an adventure. Through this internship, I have been able to learn how to put together an IMC plan, but also work on my interest in human interaction. 

When learning about the IMC plan we struggled a lot with determining target markets. We spent, what felt like most of the internship, constantly refining the target markets to better suit objectives and tactics we were coming up with along the way. Another frustration we encountered was the amount of times where we were shown the lens that we were seeing the world through and how it leaves out certain groups of people. This was especially prominent when talking about psychographic and behavioral aspects of our target markets. To counter the unconscious biases that we immediately think of, we conducted surveys and researched to gather concrete and accurate information as well as think about where I came up with the information. Am I saying this through experience? What would it look like if other people from different backgrounds were to experience this? Getting survey responses and hearing from others helps you learn about people from other backgrounds and suppresses those unconscious biases that we all have.

The pandemic has not only affected the way I interacted with my fellow interns, it also eliminates the face to face interaction with businesses that makes the relationship meaningful. In previous years, I was able to go to local businesses and take the time to share my experience with Passion Impact and why it has been so meaningful to me. I have always enjoyed the experience because when a business owner wants to support us you can tell their passion for the community in their voice. However, over the summer I have only been able to call businesses, which limits the amount of time I get to speak with them and the bond that is made during the initial conversation. To obtain all the information necessary for the IMC plan, a survey was sent out by email for businesses to fill out. The response rate was very low due to the fact that business owners had little to no interest filling out a survey from a nonprofit whom they had no connection to or idea about. Only when I mentioned our marketing tactics they were intrigued and willing to fill out the survey. Still the survey does not convey as much about the businesses as what can be said by the business themselves. Maiyee, a Passion Impact Board member, suggested the idea of sharing stories about businesses and their product/service with the community. This is especially important because it showcases the culture and love that is put into their product as well as educates consumers on the history behind where their money is going. 

This summer I have learned to be more careful about where I am getting my information from and how to better represent the community. As we battle this pandemic it is important to understand one another because we all have different backgrounds and stories to share.

Written by:
Amy Li
Communications Intern Summer 2020
Former Summer 2019 Intern and Passion Impact VFP Leader
Portland State University Student

Summer Communication Internship

Hi, my name is Judy and I’m one of the three Passion Impact Communication Interns for the summer of 2020. The purpose of the internship is to create an Integrated Marketing Communication (IMC) Plan for the 2020-2021 school year. At the end of the internship, the IMC plan is evaluated through a 20 minute online presentation with Passion Impact professionals.

As a team, we created a situational analysis containing the various types of segmentation, target market, SWOT, and PESTELE. We factored in the target market of the VEP interns and decided that our target market would be the parents of 8th graders and local businesses. Although it took a while to solidify the target market, once we were able to do that, the pieces started falling together. From there, we did online research of our target markets and reached out to professionals through email and surveys.

We simultaneously came up with 3 marketing and 3 communications objectives. During this process, we were still switching between various target markets. We pivoted in many directions, but eventually found our way. After creating the objectives and looking at past data, we added milestones, dates, and numbers to our objectives. 

Marketing and media tactics came shortly after and I found this part of the IMC plan the most enjoyable. We worked on several versions of a potential Passion Impact mascot, along with a slogan that reflects on our updated values. We introduced AirTable into tactics as a calendar for social media and objective deadlines. We hope that we are able to interact and inform with our platform throughout the year with FHS, PSA, HOLIDAY, and DEI postings. Our vision of collaboration with local businesses consists of many mediums such as posters, stickers, and t-shirts; we also created mock-ups and a budget of mediums. 

Our evaluation and conclusion wrapped up our Integrated Marketing Communication (IMC) Plan. It specifically showed what our results would look like upon success and a few adjustments that could be made if we are unable to meet our milestones. 

This opportunity allowed me to sharpen my skills in design, websites (WordPress), and social media (AirTable). Throughout the plan, I was able to create Passion Impact themed slides and graphics. I was also able to introduce the idea of using different platforms such as linktr.ee and AirTable to Passion Impact. 

Passion Impact introduced me to the world of marketing. As a rising junior working toward a Business Administration: Marketing major at the University of Oregon, this experience is extremely helpful. Passion Impact identified what I was working toward and gave me perspective. Currently, I possess the knowledge of the many acronyms in the situational analysis, the difference between marketing and communications objectives, and the types of tactics used for various target markets. Some of the biggest takeaways of this internship personally, is how it allowed me to dwell both in and out of my comfort zone. I especially found the graphic design parts of the IMC Plan comforting. I had the opportunity to reach out to professionals and local businesses which I found thrilling. I learned so much from through our discussions, training, and research.

Thank you Passion Impact (Stefan & Adrianna) for the amazing opportunity as a Communications Intern! I am also grateful to have worked alongside passionate individuals (Amy & Danni) in creating the Integrated Marketing (IMC) Plan. Thank you so much for the experience and growth, especially during quarantine summer!

Written by:
Judy Lam
Communications Intern Summer 2020
Former Passion Impact VFP Leader
University or Oregon Student

I interned with Passion Impact to create a communications plan in the middle of a pandemic.

Through the shock of uncertainty of the summer of 2020, I decided to spend my time in quarantine working as a PI Communications Intern. The goal of this internship was to create an IMC plan by the end of the summer. This internship placed me and the rest of the communications team in a position to think about the future in a time of extreme uncertainty. 

IMC is an acronym for Integrated Marketing Communications Campaign. Creating an IMC plan is basically, to my knowledge, a marketing plan that includes the understanding of your specific target markets, marketing objectives, communication objectives, and messaging and media tactics. The beginning of the internship was rocky, the lack of understanding and confusion left us frustrated. We were trying to determine our marketing objectives without knowing what marketing objectives were or who our target markets are. After 2 weeks of push and pull, the team and I found an understanding for what our IMC was to be about through trial and error. Our sudden development came so suddenly, even I couldn’t expect it.

I think the most difficult part of this internship was the timing. Judy, Amy and I are the first group of college students to ever pick up this internship. The past research was scarce, and the only example we had was Stefan’s previous IMC plan that he created for his college course years ago. On top of scarce resources the social/political climate made our IMC plan more uncertain. We had to take into consideration: Covid-19, 2020 elections, and recent social justice movements such as BLM. There were many variables that had to be thought through in order to create a successful plan for the school year of 2020-2021. 

There are things that I’ve learned through thinking about the future strategically. Nothing is certain, and everything has to be planned out carefully. During this internship we had to think about ways to communicate through a pandemic, how to present inclusivity throughout our campaign in the social climate we are facing, and how to identify who we are as a team. Though the timing of this internship is unfortunate, I believe it is absolutely necessary to push through and think about our future as Passion Impact. 

Written by:
Danni Iv
Communications Intern Summer 2020
Former Passion Impact VEP Leader
Oregon State University Student