Cooperate.NYC

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Pedro Borges: Board Member at CO*OP

Q: How are you affiliated with COOP?

A: I’ve been a board member at COOP since last year. In the future, I will be talking to future COOPers as a coach or mentor for those that are in the UX design track.

Q: How did you first discover COOP?

A: I’ve known Kalani Leifer before COOP was established. I used to help him with design work when I worked at Huge. My first impression of him was that he was a very approachable no-nonsense dude. He later spoke to be about this idea he had about helping undergraduates to find jobs, which turned out to be COOP. I loved this idea and was more than happy to help him in any way that I could.

Q:  you had to describe COOP in 3 words, what would they be?

A: A facilitator between education and employment. An accelerator to provide undergrads with the skills they actually need in the industry. An equalizer by providing equal opportunities for everyone that is passionate enough about the digital field.

Q: What do you do for a living?

A: I am a UX designer. What that means is that I design the experience a user has using a specific product. It’s not just about user flows and wire framing. An example of good UX design would be to look at Uber. They took the experience of getting a ride so much easier and enjoyable. It used to be that you had to go outside, wave for a taxi, have like 5 pass you by before one finally stops. He rudely asks you where you need to go, you tell him and get in. It takes forever and it costs a bunch, but wait, you forgot your wallet, now you run out to an ATM to grab some cash. It’s a mess. Uber makes it a lot simpler. You press a button, the driver arrives within several minutes, you get in, they’re very nice to you, it’s already paid for, and then you get to rate him. Uber has done thier UX right.

Q: How did you come to realize that this is what you wanted to do?

A: Honestly, I accidentally found out by being told that I was good at it. I used to study journalism and I liked video games. I noticed that most gaming magazines spoke to their audience as if they were a bunch of 14 year old boys. That’s not the case at all. So for my term paper, I decided to make a guideline for video game magazines. I even build a website on Dreamweaver for the term paper. Then as I was working on it at work, my boss comes over and asks me what I’m doing. In my head I was thinking ‘crap, I’m going to get fired’, but he liked it so much that he asked me if I wanted to design websites for the company. Eventually I agreed to it and began working as a derringer, gradually got good at it, and then moved to an agency to work as a UX designer.

Q: For anyone interested in getting into the design field, what advice would you give to them?.  

A: Be Humble. Have humility. Most importantly, be curious. Be ready to be bad at it and to continue being bad at it until you get better since design is more about grit and less about genius. Be patient with yourself and never stop trying.

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Now that you know what to do during an interview, here are 5 things that you should NEVERdo during an interview!

Don’t Ask about compensation! I know it’s tempting…the interviewer is explaining to your the typical daily routine here, and yet, all you can think about is how big of a paycheck you’ll be getting every two weeks. I implore that you refrain from asking that question. Once they tell you that you’ve landed the job, then you may ask away!

Don’t Undermine yourself! So you’re at the interview, and they ask you the dreaded question “What’s your biggest weakness?” Deep down you know that you have the worst case of procrastination and that you literally can’t get things done unless it’s the night before. If you don’t want to get the job, please, by all means, tell them that! However, if you do want the job and maintain your honesty, you can always answer in a way that highlights your strengths! Even though you procrastinate like crazy, you can tell them that you don’t always complete tasks as soon as they’re assigned, but because of this, you have learned to work great under pressure!

Don’t Panic. Remember, an interview is just a conversation. It’s good if you remember that. The worst thing you could do is get worked up and nervous about it. Most of the time, the interviewer is just as nervous, if not more so, than the interviewee. The worst thing that can happen is that you don’t fit the role of which they are looking for. If that becomes the case, you just go ahead and start massively applying yet again!

Don’t Arrive late! Getting to your interview on time is essential to getting the job. By coming in late, you’ve already proven to the interviewers that you are not organized or trustworthy. It was over before it even began. I understand that sometimes life gets messy and things happen to cause you to be late. In order to anticipate such an event, be sure to leave extra early. That being said, don’t walk in there 2 hours before the scheduled interview either. Hang around at a local coffee shop or something until there’s 15 mins left before your interview.

Don’t Get TOO comfortable! There are times where you’ll go on an interview and the person conducting it will be really mellow and down to earth. The complete opposite of what you’d expect out of an interview. That might make you feel at ease, almost as if you can talk to this person like they are your College classmate. Right? WRONG! It’s a trap! (insert admiral ackbar meme here) Being too comfortable may leave you with a “thanks for coming, we’ll call you” response. This is a way that interviewers probe for details that you normally would never bring up during an interview. So remember, relax, but not like you’re at home.

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Alisha Flemming: C4 Alumni, C10 Captain

Q: How would you describe CO*OP to others in 3 words? A: Diversity, opportunity and love.

Q: One way how CO*OP changed you? A: When I first became an apprentice, I was excited to learn new digital market skills and apply it to our client projects. However, I didn’t take full advantage of the bonding opportunities that could have bring about true friendships. I now have a new understanding of the community aspect of COOP and how I approach relationships in my personal life. I’ve learned new digital skills but COOP helped me grow as person which translates into all aspects of my life.

Q:Most important lesson learned in CO*OP? A: Never underestimate how much your peers/captains care bout you.

Q: One suggestion for future CO*OPers? A: You haven’t truly lived life until you’ve stepped outside of your comfort zone.

Q:Where do you see yourself in 5 years? A: Same place I am today…. happy!

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So, after weeks of constant resume revisions, cover letter alterations, and all nighters of applying to every single job offer you could find, it finally happened! You landed an interview! Now now, take it easy. You didn’t land the job just yet, but something in your resume and cover letter made you interesting enough for the company you applied for to want to know more about you. So, what can you do to maximize your chances of landing this dream job of yours? Well, here are five things you should definitely do during your interview!

Do Bring copies of your resumes! You’re probably asking “well how many should I bring?” Personally, I tend to bring one for every person I plan to meet with during the interview, one for myself, and one extra just in case. Point is, don’t come empty handed, but at the same time don’t bring a stack of them as if you’re handing out flyers.

Do Research! Let me ask you this. Would you go into an exam without studying? Of course not! You want that A! So just like taking an exam, you need to essentially study for an interview. Find out what the company does, who’s the founder, what their mission is, etc. This information can greatly help you during the interview. It will show the interviewer that you do in fact care about the position and are passionate about whatever they are doing. If there’s a lot to remember, feel free to write some of it down in a notebook. Just don’t write it on the hand you plan to greet them with…things might get kind of awkward.

Do Ask questions at the end! Your interview could’ve gone great! You could’ve answered every question they had exactly the way they wanted, the interviewer could have loved your attire as well. But when it’s finally over and they ask if you have any questions, you better not say no! By not having any questions, it shows a lack of interest. So why would they want to hire someone who doesn’t care about the job they’re interviewing for? Make sure do research before the interview and think up some questions for the end.

Do Speak with confidence! In general, speaking with confidence is very appealing to the people around you. It makes you seem like you know exactly what you’re talking about. If you say that you can do it, then everyone around you should not have a doubt in their mind about your capabilities. By speaking with confidence during an interview, the interviewer will feel comfortable with the idea of you doing important tasks on a day-to-day basis. And hey, even if you are not that confident with your abilities, tell yourself that you are anyways. Eventually, even you will believe it too

Do Be present! Stay in the moment of the interview! Don’t begin thinking about what question they might ask you next, or if your last answer was as good as it could’ve been. Focus on what’s happening right now. Quick, they just asked you where you see yourself in 5 years. Tell them “at this company, of course!” Phew…that was a close one. Now focus!.

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Happy New Year from CO*OP! Many thanks and best wishes from all of us CO*OPers. Thank you to all our alumni, coaches, mentors and everyone involved in making 2015 for CO*OP a great year. 2016 will be even more triumphant! 🎉🎊🎆🎉🎊

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CO*OP Year in Review Photo Essay

The following photos reflect the many events and moments that shaped CO*OP throughout the year.

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Bennett B. Bennett is a copywriter at BBDO worldwide, an advertising agency. In addition, Bennett serves as an advisory board member for ADCOLOR, an organization dedicated to diversity within the creative industry. A graduate of The City College of New York, Bennett is the subject of the latest in a series of profiles on agency professionals who can provide insights on how they entered into their careers along with career advice for those involved at CO*OP.

What does your daily role entail? As a creative, there’s no set “daily role”. You can find yourself brainstorming (or ideating) for your set client, putting together ideas with your partner (in my case, an art director), pitching ideas to creative directors, account people, or your client. Even better, you can be on a shoot, or executing approved ideas! If you’re not creating, you’re thinking about what you can create.

How did you get to your career? My cliffs notes’ version of my journey’s now perfected: A friend from high school knew I loved to write and told me to try advertising. I tried. I transferred schools. I took any internship that’d give me a shot. And a few magical twists and turns later, I made it. My road in had a lot of crazy things happen, all worth talking about if you want to ask.

What skills do you think are most important for anyone interested in working at an agency? The intangibles? People break in without a formal advertising or marketing degree. A lot of the technical aspects can be taught. What you can’t teach is curiosity. Or a willingness to push. Or teamwork. This is a team sport that we work in. Be that person that your coworkers want to spend late nights and early mornings with.

How important should diversity play a part in the workforce, especially at an agency? It’s crucial. It makes sense. And it’s proven to deliver results. And logically, it goes both ways: the same way that you don’t want a whole room full of white guys with the same private school education, you won’t want to be in the same room with all your boys from the same hood. You may feel comfortable, but nothing done will be great, nothing will be game-changing, nothing will change the way the world thinks.

Any advice for those involved at CO*OP who want to work in an agency? Patience is underrated, and the cure for having to wait is doing. It is not easy to break in, but don’t be afraid to do things that not only highlight you, but are unique ways to sell yourself to any agency. That way, when you do break in, you’ll be that much more equipped. Also, your CO*OPers are your first family in the industry. Hold each other close, hold each other accountable for greatness, and hold each other down. This industry will eat the wrong people alive. You’re going to need each other.

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Continuing a regular profile spotlight on CO*OP alums who have transitioned from CO*OP into meaningful careers. Our next spotlight is on an original CO*OP cohort, Rodney Francis. Rodney shares his thoughts on his time with CO*OP and how it has shaped his career path.

CO*OP Alumni Profile: Rodney Francis Tell us about being a part of the first cohort at CO*OP. How does it differ from those currently in the program?

Being a part of the first cohort was an awesome opportunity. In learning about the program and picturing the road ahead for such a program, I couldn't pull myself away from being part of something so huge. It differs from those who are currently in the program now because being the first to anything you get to witness and be a part of the creation versus just joining when it’s a proven success. There was a lot more pressure being in cohort one; we had to set the example and the pace for those behind us to follow. We had to become the success stories that could fuel this program and help drive it forward. That couldn't have been possible without our drive and believing in the program.

In what way has CO*OP impacted you from a career standpoint?

CO*OP didn't impact my career, it launched it! It opened my eyes to a world where I can thrive and succeed in. It taught me how to go into a work environment and essentially conquer it by knowing myself, my capabilities and my goals.

What skills should be most important for someone interested in an agency career?

I'd have to say drive/passion/motivation. Agency life is great once you are willing to work hard and put your best foot forward there'll be nothing holding you back.

Any advice for current and future CO*OP cohorts?

My advice to current and future cohorts would be to take it seriously. Pay attention to the different skills and knowledge you are acquiring and if one of them sticks out to you as something you like or you are able to do run with it and run with it hard go out there use your network create and find your opportunity because in this industry there's a lot of that going around!

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There are many individuals who play a part within an agency daily. Getting to know who they are is the subject behind a series profile on how those individuals entered into their careers and what advice they can share for those involved at CO*OP. First up on the series is Keenan Turner, Paid Social Manager at Group M.

How did your career path come about?

This is an interesting question, because I didn’t go to school to work in Advertisement; I actually studied political science. I thought I was going to be the next Hilary Clinton of foreign policy! But after graduating I was told in order to work for the State Department that I needed more experience, which was fine, because I still felt the urge to give back to the wider community by working at a nonprofit. Besides trying to work for the government, I found it hard to find a job in the area where I lived, in Silicon Valley, as I do not code and do not own a car. Ultimately, I needed to live in a city that was not car dependent, had a variety of industries to potentially test, and a strong nonprofit community. This narrowed my city options to basically between Chicago and New York City.  After hearing stories on how disruptive the Chicago winters can be, I felt New York City was my best bet. So I applied to jobs through AmeriCorp, which is a great program that gave me the opportunity to move across the country, take a risk, and work for a great nonprofit, Asian Americans for Equality. At AAFE, I wanted to see if I could help get the word out about the amazing things we were doing, so I helped to get their social media footprint started. I then realized how much power is behind social, decided to get clients by walking around the Lower East Side, and made propositions to store owners for free social media services and consulting. I had a few clients here and there, but what really got my career going was when I got a job at UNIFIED Social, an ad tech startup that focused on social media advertisements. I worked there for about a year and a half, but then was offered to be a manager at a large agency, Group M. I’ve always wanted to be a manager, in that I wanted to be able to work, collaboratively, with a team toward a common goal. I also want to become better at what I do, be it paid social, managing, and teaching, which I feel is something that I get to do every day at my job. Clients have marketing challenges that social media can provide solutions for and it’s my job to figure out how to spend their money so they can get a return on their investment. I definitely enjoy what I do! I know this was quite short, and there are some gaps to fill, but this leaves room for conversations that I’ll have with the students of CO*OP, so we can discover what paths are out there for them, and how we can all learn from each other. Something I learned through my short years of working is that it’s fine to not always be sure what you want to do, be open to everything until you decide what works for you, work with others toward a common goal, and don’t be afraid to work hard, because if your goals are worth it then it’s fine if you’re not always partying. #DONTFOMO

What skills and qualities are most important for someone interested in advertising?

Advertisement is a very broad industry as you have Digital, Print, Television, etc, but I can break down what I feel helps people do well in paid social advertisement: • Empathy o Client service requires you to work well with others, especially when you disagree o Feel how the people who are going to see your ad will feel and ask yourself: is it disruptive? Informative? Entertaining? etc • Eat, sleep, and breathe data o Quantitative and Qualitative analytical skills o Don’t be afraid of data as it’ll give you insights to make better decisions • Learn how the platform works from a user perspective o Before putting money behind the platform use it first  I will never recommend a platform that I haven’t tested myself • Creativity o Don’t be afraid of thinking outside the box, and testing your hypothesis • Detail oriented o A misspelled tweet or an incorrect spend could result in a big disaster that could have easily been caught if you take your time, and be a bit paranoid • Patience o Be patient with yourself, and with others • Never stop learning, and don’t be afraid to learn o These platforms change all the time with new updates, ad formats, algorithms, etc and you’ll have to learn them as fast as you can These are a few skills and qualities I have noticed help me to grow in my career in paid social.

Any advice you have for those involved with CO*OP? I’d like to keep it simple with a few pieces of advice: 1) Find others in the program that are passionate about something and work together on a project that’ll help you learn and grow together, gaining not just knowledge, but also a friend. a. #StrengthenYourNetwork 2) Unapologetically, take the initiative in your life’s goals. a. #LiveOrLetLive 3) Ask a million questions and some. a. #ThereAreNoDumbQuestions 4) Tie everything you learn to something personal and something bigger than you (Like helping others). a. #EachOneTeachOne

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Happy Thanksgiving from CO*OP! Look at our logo as a pie set! Thanks to Jeremy! 

We have had a great year and wanted to reach out and say thank you to everyone who has believed in us and in improving the odds for NYC students! We will continue to make you proud:)

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Introducing the first in a series of profiles where the spotlight is on some of the many alums of CO*OP who have moved on from the program into meaningful careers. First up on the spotlight is Julian Robinson, who was part of CO*OP’s third cohort.

CO*OP Alumni Profile: Julian Robinson

• What was your experience like at CO*OP? My experience was awesome! I met a lot of amazing people while in CO*OP and really learned to harness some talents that I knew I had but never thought to use such as presenting and using my social skills in a manner that would help me advance in my career. It's a safe place to open up and say how you feel and know that your voice matters.

• How did your previous background in the restaurant industry prepare you for CO*OP? Working in restaurants allowed me to have a diverse background that made multi-tasking, public speaking and working with teams easier for me. When you work in a fast-paced high volume restaurant, multi-tasking is imperative in order to do your job accurately so that definitely aided me in taking the skills I received in CO*OP and really getting the most out of it.

• Describe your current work at Blue Cherry media group? I currently am a Paid Search Coordinator at Blue Cherry Group and I optimize and manage multiple accounts as well as create keyword, shopping and re-marketing campaigns. I also work on Amazon, optimizing clients listings to help them rank higher in the search results. It's an awesome place to learn at a very fast rate.

• Is there any digital skill that you enjoy working on? There are so many! I love working on ads, creating banners for clients campaigns and I love analyzing data and figuring out the particular trends and understanding the best way to enhance the clients account and bring forth the best possible KPI's(Key Performance Indicator) for them.

• What advice would you have for those currently in the CO*OP program? My advice would be to just take in every moment and appreciate being part of such an amazing program. Kalani genuinely cares and wants to see everyone grow and be proactive and successful contributors to society. If you put the time in to learn in CO*OP, then you'll definitely see great things come your way.

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Full house today at the Google Partners Talent Recruit Event! Thank you to all the agencies for coming and taking a chance on CO*OP! #COOPnyc #google #googlepartners (at Google NYC)

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Thank you to all our current partners from MRM//McCann for supporting and saying great things about our CO*OP alumni, Carolyn and Alberto! #COOPnyc #google #MRMMcCann #googlepartners #digitalmarketing (at Google)

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We are almost ready to start our Google Partners Talent Recruit event! #COOPnyc #google #googlepartners (at Google NYC)

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With a heavy heart, we say goodbye and good luck to a dear member of Cohort 2, Max! He's taking CO*OP international. We will miss you very dearly our Max CPC (some digital marketing lingo😉)! Please come back to us soon!

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Tonight, we introduce SEM to Cohorts 4, 5, and 6. We are starting off with some basic theories and a panel of CO*OP alumni talking about their experiences in the past year in digital marketing. Thank you Jennifer from EliteSEM, Ash and India from BlueCherryGroup, and Jaquan from @PricingEngine. #COOPnyc #COOPxC456 #digitalmarketing #sem #searchengine #COOPxC1 #COOPxC2

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“What are you waiting for?” A guide to joining CO*OP

By Alexander Piñeiro, C3 Apprentice

Are you conflicted about joining CO*OP? Did you just graduate or about to graduate and you’re on the fence about joining a startup program such as this? First rule of thumb: everyone has to start somewhere, and nobody starts at the top of the mountain; unless you’re Donald Trump. Here’s some up front feedback from a CO*OP member who is mid season.

I have gotten tons of emails about startups who say they "need" me, or job offers from places that don’t seem like they have it all together yet. They all seemed a little sketchy; including CO*OP. You don't want to waste your time, so most of these kinds of emails probably get sent to your spam folder but you should hold off this time and give this one a chance. Hear me out. To be perfectly honest, joining a program such as this, while still in its development phase, is the perfect time to do so and here’s why.

First and foremost, CO*OP is not a job, nor is it an internship. It's an apprenticeship. Mind you, I have never heard of this term before in my life; other than movies involving wizards, dragons & magic. Being an apprentice gives the implication that you are a student learning a new set of hard skills; while shaping yourself to tap into your full potential. Preparing yourself for the real world, including interviewing, self-exploration, and facing off with your inner you.

The CO*OP program is still in its cocoon stages, and it can be used to your advantage. This means that on the inside, it's still forming it's core identity. The apprentices themselves are helping to form the program from within; submitting ideas on what works and what doesn't. Together, we are slowly evolving it into something great. The best part about it is that the directors are open to new ideas, and welcome them with open arms. They ask for feedback, including how they can make the program better for YOU.

Our cohort is more than half way done, and everything we've done so far feels like a blur. We have learned so much in these few months, and we continue to balance this with our daily lives and dreams. As we begin to pump the brakes and reflect on what we have learned thus far, I would have to say that one of, if not the greatest thing, I have learned during my time here is the ability to market myself to the world. I don't only mean professionally around bosses and coworkers, in interviews and applications, but also in my own world with friends and family. I have built confidence in myself that was once a dim spark of light. I have found my strengths, built upon them, and now display them proudly; while also discovering my weaknesses, which are currently in the process of becoming strengths. Walk into CO*OP with an open mind, and you will discover things about yourself you never thought existed.

The program is very supportive of your career choices; regardless if you have studied in the field of Advertising or Public Relations. Take it from me; I’M A FILM MAJOR. The coaches and directors are willing to work with you based on any obstacles that might come across, including work related or personal issues. It is a commitment yes, but it's one that you can balance alongside others and love at the same time. Everyone wins!

Listen to me, I graduated and then was stuck with tons of applications to fill out on my own. Even if your forte is not in the field of marketing, it is an outlet to explore a world beyond what your already know; while building relationships with others who are experiencing the same thing as you.  Keep in mind, in order to sell yourself in this world you need real skills, and there’s no better time and place to start than now, at CO*OP! =D