18 Apr 3 Marketing Internship Takeaways: Research, Plan, Measure
Intern Perspective • Spring 2018
A Flagler College intern shares three fundamentals that still shape effective marketing: research carefully, plan with purpose, and measure what happens next.
This past semester, I had the amazing opportunity to intern with Meerkat Media Group. The experience helped me apply what I was learning as a Strategic Communication major at Flagler College, where I concentrated in marketing and advertising. I brought ideas from the classroom and textbooks into an agency setting while learning something new every day about the work behind successful client campaigns.
Here are the three marketing lessons I found most useful while helping produce content for Meerkat Media Group clients.
Research
Research is vital when creating content for a varied portfolio of innovative clients. Secondary research was one of the main tools I used to gather information, and I learned that every source needs to be evaluated for credibility.
A domain ending such as .edu or .org can be a useful clue, but it is not proof on its own. Check the author, publication date, methodology, original source, and whether other trustworthy sources support the claim. Most importantly, the research should reflect the client’s brand, audience, and goals. That means learning about the company before creating the content.
Plan
A solid game plan before implementation creates a better chance of a positive outcome. I learned how important it is for everyone to communicate clearly and share the same understanding of the goal.
Once the goal was clear, I could envision the completed project and begin the content creation process. The research then supplied supporting facts and figures for the final blog post or campaign asset.
Measure
Content should be evaluated after it is published to understand whether the audience is engaged. Useful signals include:
- Comments and direct audience feedback
- Shares, saves, and other engagement
- Clicks to the website or offer
- Leads and conversions connected to the content
Those results show what to improve next so future content can be more useful, engaging, and effective. This measure-and-refine mindset remains central to strong social media strategy.
“This internship was the best experience to receive in preparation for the real world and the field I plan on entering. Kristin Chambers is an inspiration to learn from, and I hope to one day be as successful as her in my career. I’m so grateful to have this experience under my belt, and I now feel much more prepared going into an entry-level marketing job. This is the best opportunity for any student preparing to enter the communication or marketing field.”
— Rachel Brandt, Flagler College Communications Graduate, 2018
What still holds true?
Effective marketing starts with insight, turns that insight into a thoughtful plan, and uses real results to guide the next move.
