Our beloved Taylor Erwin, marketing and strategy wizard at Hype, is looking to fly the coop and find a full time gig. She can do it all – create techniques to reach new targets, implement projects, and write a kick ass article. She hit the ground running and started her own marketing research project now in tandem with Delta. We’re torn up to be losing her, but let’s keep her here in Atlanta before another city snatches her up. If your team needs help with creative strategy and marketing, look no further – she’s a rock star.
Emory Goizueta Business School Class of 2016 (graduating early in December).
What is your major?
Bachelor’s of Business Administration with a focus in Marketing and Strategic Consulting.
What are you currently working on outside of class?
I’m currently working on a marketing research project with Delta. This project actually came up in a cool way. Last year, I became intrigued by how disconnected travelers were despite the fact that hundreds of thousands of people fly every day, all over the globe. Planes offer customers a variety of different things in-flight, but never something that is meant to “connect” them.
I figured there was a way to fix this, so I began to look into the idea of creating a social platform tailored to grant access only during in-flight for a specific airline. To give you a rough idea, imagine a cross between Yelp and a travel blog. Customers can share photos and excerpts from their recent journey, and it would be available to every in-flight passenger. It’s something that no airline has done before and is a way to bring a more organic customer and community-oriented spin to the in-flight experience.
Because we’re in ATL, I got in touch with some folks at Delta, and eventually wound up speaking to the Sr. Product Manager for Delta Studio (their in-flight entertainment platform.) I am going to be working with her and some of her team this semester to conduct social analysis to figure out if this would be plausible and if so what it would look like.
I love being completely in charge of a project because I learn about so many different things. Right now I am only in the phase of compiling consumer social data, and after that will be setting up focus groups with Platinum members to hear their critiques and opinions. It definitely feels like the beginning of a long and exciting project, and I am eager to see where it takes me next.
What past projects have you worked on?
Academically, I have project experience, in particular with consulting. I was the team lead for one of my classes last semester, Advertising and Marketing Communications Consulting (try to say that 5 times fast.) Our class was hired by Mellow Mushroom to improve their catering services from 20K to 140K annually, by coming up with unique ways for them to advertise and market themselves as a catering competitor.
We worked in teams of ten to ideate the best and most innovative solutions for their franchise, and presented our insights to Mellow Mushroom and some folks from Coca-Cola. We’ve been told that our recommendations will be highly considered for implementation over the next year.
What are your best technical or creative skills?
My best skill is creative problem solving. Ever since I was little, my parents knew I was both-brained. Whether it was taking art classes, or starting my own fundraising business after Hurricane Katrina, I recognized a passion for the intersection of the creative and the analytical. I have extensive experience with Google Analytics from my internships at Scoutmob, CreativeMornings and Hypepotamus. It’s amazing to me that a program could help you figure out the best techniques to reach a new target demographic.
I also have experience in brand consulting. I worked on a project for a creative consulting class, Ideation, taught by Joey Reiman, the CEO of BrightHouse Global Ideation Consultancy, for Seaworld. The results made it all the way to the CMO and CCO (Chief Creative Officer) of the company who called our team to let us know that they wanted us to give a presentation to the whole company, but unfortunately 2 days later their previous CEO stepped down and our work got lost. It also landed me a role as his Teaching Assistant (which I am currently doing.)
What’s next on your list to learn?
Honestly, I want to learn anything and everything. I’m a very intellectually curious person and love getting my hands on new ideas. From interning at a startup I’ve realized you need to have a willingness to jump in wherever you’re needed, whether that’s in finance, marketing, operations, etc. I want to be at a place where I can make an immediate impact and learn the skills to do so.
In a perfect world, I would love to learn how to code. Those people are so impressive and I want to be one of them.
Why the interest in startups?
Startups are where I excel the most. I remember hearing someone say at a conference, “Startups are a mix of fear for your life and euphoria every day,” and that’s what I want. I want to be in a place where I have to do whatever it takes to make it through the day and be successful. With startups, you get to make an immediate impact and there’s a complete sense of urgency. That’s what I want, all day every day.
Post graduation plans?
That’s a great question- as of right now I’m getting into the swing of full-time recruiting and hoping to have something in line before I graduate in December.
Two fun facts about you?
1. I was Craigslist scammed for One Direction tickets as a 20 year-old in college.
2. I overslept until 9:30am for a 9:00am court date and still managed to have all of the charges dropped for my ticket. Boom.