“Pulse Agency gives you great real-life experience with the safety net of professors to guide you, if necessary.”
Three students from Lynn University’s Pulse Agency, a public relations and advertising course, presented Bloomingdale’s with a strategy in February to help the company better market to millennials. Impressed with their suggestions, Bloomingdale’s asked the students to execute one of their recommendations: an event on the store’s second floor
The students were left to execute this event on their own. They had to coordinate with local vendors, get the word out to the public, engage shoppers and handle themselves professionally to appropriately advise Bloomingdale’s executives on research, best practices and first-hand millennial insight. But, it didn’t stop there. The other two presentation suggestions included: a “What to Wear to an Interview” section in stores and a social media plan to raise brand awareness and garner audience engagement. These were also well-received by Bloomingdale’s and may be discussed further in the future.
Seniors Dominique Marghella and Sara McAveney and sophomore Megan Selfridge threw the millennial-themed event April 21, from 3–5 p.m. Shoppers were greeted with fresh-pressed beverages from Raw Jūce, trendy live music by DJ Peter Gonzalez and a fashion show. Modeling was open to any willing party guests, personal styling was provided by Marghella, McAveney and Selfridge, and a photographer was present to capture each model’s experience on the runway.
“Bloomingdale’s has really cute clothes,” said McAveney. “But, only a small portion of our age group knows about the available collections. That’s why we stepped in to help get the word out—at least on a local front—with incentives that would delight guests, too.”
Marghella, McAveney and Selfridge are all fashion-forward. They recognize fashion brands as forms of art to be worn by all ages. They believe their experiences—as millennials who frequently shop—are just the voice Bloomingdale’s needs to expand its brand and consumer marketing strategies.
“The students worked really hard,” said Pulse Agency Professor Gary Carlin. “They spent nearly four weeks learning what it’s like to advise clients whose opinions differ from the agency, and they negotiated many of the event’s details. They were even a little nervous leading up to the event, but it was great, and its success made the students feel accomplished.”
Beth Rosenstein, operating vice president and general manager at Bloomingdale’s, said, “We are so, so grateful for the relationship that has evolved with Lynn University’s fashion department and Pulse Agency. The students are a talented group of young up-and-coming professionals who have provided us with unique perspective around how Generation Z and its older counterpart—the millennials—experience brand at Bloomingdale’s.”
The Pulse Agency works hard to deliver its mission to “bring revolutionary and new ideas to clients while simultaneously learning through the Lynn student experience.”
“In Pulse Agency, the students learn about the pros and cons of public relations and advertising,” said Professor Stefanie Powers. “Our goal is to give them the opportunity to conduct market research, identify best practices and create marketing plans. This opportunity was unique because the students also had the chance to bring the plan to life.”
In addition, Pulse Agency students run the agency while pursuing their undergraduate studies.
In the past, Pulse Agency students have worked with American College Dublin (ACD) and Cancer Treatment Centers of America. This was the agency’s first corporate event. To find out how Pulse Agency can help your company, contact Gary Carlin or Stefanie Powers.