Role 7 in 2011

Today, I formally resigned as Marketing Director for the Undergraduate School at Babson College.

This has been one of the most enjoyable roles I've had here at Babson. It's timing was perfect for me and has helped shape me as a marketing professional. I was lucky to acquire this position at a time when the program was able to make great strides due to a strong leadership team and unified effort. A LOT of marketing activities have been accomplished during these past 4 1/2 years. Even more importantly, I've worked with some amazing individuals to help positively impact the undergraduate student experience in a way that has led to great success...in external rankings, by internal standards, in admission gains, etc. Any marketing success that could be attributed to that was really just a small part of the enjoyment of this role. I've worked with amazing peers, a phenomenal centralized group of creative experts, and an epic staff in the most recent year and a half.

Working with undergraduate students - as my most important customers, as my best marketing strategy, as my word of mouth marketers, as students in my class, as friends - has been so dam fun. I've always said I was perfect for this role because I have the same maturity level and sense of humor as some of the younger audiences I'm marketing too. That doesn't give them enough credit. The students here are so dam smart. My connection to them has grown over my time in this role and it really impacts you positively. If you are in higher education and you have not worked with undergraduate students, find a way to do so. Volunteer. Teach. Transition into a new role. Whatever it takes. It's worth it. Not even just at Babson. I'm sure this is true at other institutions. But DEFINITELY here.

Where am I going? Drumroll...I'm going nowhere. I'm staying at Babson. For those of you that didn't know already, I hope you didn't just say letdown. If so, you'll probably not going to want to read the rest of this.

Prior to resigning, I formally accepted an offer to become the Digital Marketing Director for Babson. Living within the centralized College Marketing function, this role will have responsibility for creating, managing and promoting Babson's digital presence. Those of you close to me know this is where my heart is right now and has been for a while. And it brings me back to my roots! My excitement and ideas on taking on this challenge could fill up even more pages of a blog post. That will surely come in the weeks ahead after I formally begin the role on March 28. In the meantime, I really want to give my current position its full due and help transition the undergraduate program. It continues to have some unprecedented success and would do so without me, but I hope I can continue to be instrumental in its success going forward...only this time with a digital marketing focus.

I'm going on my 10th year at Babson and this new role will now be my seventh one. Unbelievable. I've been blessed with great bosses for every single one...a benefit I can say many peers who have come and gone have not been able to mirror that luck. I truly feel lucky being able to say that with all honesty.

And the Babson Community (capital c) is special to me. It's like family. And like every family, it can be challenging. It can be a whole lot of fun. It can also have its sad days and it certainly can be dysfunctional. It can also be there for you when you need it most and I have certainly seen many of those instances during my time here. So many that it could actually be a great, cheesy Lifetime movie. That's another movie I'll have to script now.

Anyways, the caring, intelligence and humor that I am surrounded with here every day in terms of faculty, staff and students is unique. And that doesn't even include the great relationships I've made with alumni and parents. I'm excited to be able to stay to connected to that - both with the undergraduate school and the campus and external community at large - in this new role.

Timeliness vs. Quality

When it comes to producing video content in 2011, there are many factors that help drive your decision-making process on an individual video project - goals, objectives, format, technology available, etc.

First and foremost, there are many options on how to even record your video, with much of the decision-making process depending on your end goal. You can put a flip camera in the hands of your customers. You can record an event or speaking engagement and post it after the event. You can even live-stream a show like my new addiction, HigherEdLive, and still archive the content. You can produce a high-quality informercial for your product or service. Or as we recently did, you can parody an existing video.

Recently, we ran into a timeliness versus quality debate for a video project where our end goals were community-building and building awareness of our mascot. Upon seeing the Bridgestone Beaver commercial during the Super Bowl, a colleague and I joked about finding a way to get our mascot, Biz E. Beaver a.k.a. The Biz, into a future Bridgestone commercial. I even reached out to their social media manager via Twitter and half-jokingly told them we have their talent for any future commercials. After not hearing back for a couple days, the idea finally popped in my head to film our own "commercial" with The Biz, a parody on the original.



We tried to mirror it as closely as possible to the original, but injecting some of the personality of our mascot, our institution and our dean. Unfortunately, it still took us a week to get this posted due to schedules and the fact my idea came 3 days later than it should have. Ideally, we would have filmed and edited this the day after the Superbowl.

We definitely feel filming and editing quliaty was sacrificed some, even with the one-week timeframe between the original's first airing and our video posting and promotion. We obviously wanted to capitalize on the timeliness and popularity of the Bridgestone commercial, including their success in  #brandbowl feedback, and I felt that timeliness was most important. With that being said, time will tell if the quality holds up over the months ahead as the commercial becomes less popular and searched on.

We're happy with the community's response to it these first few days and The Biz has even made a dozen new friends!

Brady and Belichick Are Overachievers

Just like Benjarvus Green-Ellis and Danny Woodhead, the two icons of the Patriots organization can also be considered overachievers. Bill Belichick and Tom Brady were underdogs early in their careers and are still driven by that fact. It's no coincidence their team revels in the underdog role. 

We all know Brady was a sixth round pick, drafted 199th overall. He wasn't always the starter at both University of Michigan and early in his career in New England and he had to repeatedly prove that he deserved to play. That motivation from being overlooked still drives him today. Just take a look at the quote below by Tom Brady from a recent Bill Simmons article on the Brady and Manning rivalry.

"Being someone that many teams passed over," he explained, "there was a reason for it, you know? They didn't think I was a very good player, and they were probably right. I wasn't doing a good enough job listening to my coaches, I wasn't working at it hard enough, I wasn't good enough.
Going 199th, it forces you to be critical of yourself. That ends up being the best thing for you."

Image by Getty Images via @daylifeAfter playing football at Wesleyan University in Connecticut , Bill Belichick didn't have the talent to play professionally, but went right into the NFL as a $25-per-week assistant for the Baltimore Colts head coach. I'm sure oaching in a sport that you played colleagiately is a dream, but the fact you are not playing must motivate you to succeed as a  coach. Despite his success rising through the coaching ranks, Belichick was not a sought after head coach after his four losing seasons during his five-year run leading the Cleveland Browns.

This season, Belichick was surely driven by the fact that his team was supposed to finish in the middle of the pack, considered too young to even make the playoffs. He knows how to take advantage of the underdog situation, whether it's his team or individual players. He is a master motivator. Whatever the hell they are, his motivating tactics are able to pull the best out of everyone.

These two icons are created in the same mold. They are driven by the fact they were not expected to succeed at this level, perhaps even considered overachievers. It was a perfect marriage that is the foundation that the past 10 years of New England Patiorts success has been built on.

My 20 Truths

I first saw this 20 truths post from Amber Naslund via Twitter. which not surprisingly was inspired by friend and former colleague, CC Chapman. I thought it was a great idea and figured I'd take a stab at what 20 truths were on my mind that day. Here we go:

1. I have historically not been a good listener, but I’m working on it.
2. Having kids really does change your life for the better. Whoever came up with all those cheesey sayings about it, they weren’t lying. 
3. Sometimes adults need babysitting too.
4. I wish old friends kept in touch better.
5. You grow fonder of your family as you grow older. I wish I knew that when I was younger.
6. People too often forget that marketing is all about the customer. If you're not listening to them, get off your high horse.
7. The world is full of great presenters and great thinkers. Unfortunately, the world has a very limited supply of great doers.
8. You can pick your friends but you can’t pick your family...unless you’re a celebrity visiting an under-devoloped country. I’m still happy with mine.
9. I must really like both my job and my house because my commute really limits the amount of time spent with my daughter.
10. You grow much more comfortable with yourself the older you get.
11. If YOU are lucky, then YOU are involved in that luck. So i guess YOU actually do make your own luck.
12. Squirrels are an evil animal.This screaming squirrel has to scare you.
13. When I think about death, it scares me. That’s why I enjoy every day to the fullest and dont sweat the small stuff.
14. Everyone has secrets.
15. If you have been there a while and some people you work with don’t feel like family, there’s probably a better fit out there.
16. Not sure who or where I’d be without ever meeting my wife, but I’d definitely be worse off...and with a horrible wardrobe.
17. I really like making people laugh. When they don’t laugh, I don't like them.
18. I still think I had the talent that would have allowed me to play a sport professionally, if I truly had put in the effort and work ethic into the right one. That part is kind of important.
19. Life would be depressingly different if film and music were never created.
20. I don’t care if other blog posts inspire me to write a blog post. It’s called inspiration for a reason. 

Commitment & Will Power

Commitment is a funny word.  For years as a single male, I feared that word. Or did I pretend to fear that word when in fact I wanted commitment all along? Being in a fun marriage with a beautiful wife and the cutest daugther I could imagine, commitment is certainly not a thing to be scared of.

But what about commitment to work? Or better yet, commitment to working hard? Is that something people fear or are they just not willing to put in the effort?

A recent blog post by Kathy Hanbury discussed content strategy and her steps in how to make the process less difficult. The steps she outlined are the right process and if you actually take out the word content, they can work for any marketing, communications or related initiative.  What really stood out to me though was this quote:

"It's not hard to figure out what needs to be done. The challenge is in mustering the commitment and will power to do it."

This is so right on so many levels. Personally, I think it always comes down to effort.  Whether it's being successful in digital marketing and social media, in sports, in content strategy, in relationships, in  your work or in anything in life. Not everyone puts in the effort and nearly everyone has a lapse in effort at some point. Many times, commitment - an actual, real concerted commitment to make something better - and effort is what puts some people ahead on the depth chart. Are you putting in the effort and commitment?