Portfolio MasterClass

A resource for Copywriters, Designers, Advertisers and Marketers who want to break in and stay in the biz.

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Nobody Reads <s>Long</s> Copy Anymore

by Sandra Eichner, Creative Director at ViTRO On my first day of German Literature and Linguistics Studies at university many a year ago, our counselor told the class that we’ll never get a job in this field. Fast forward around 5 years and every CD told us agency writers that we’d pretty much be jobless and starving in the streets if we didn’t make the switch from traditional to digital copywriting, AKA from being the next Neil French to being the next wordsmith to hone unforgettable lines like “Click here."  And today, the old writer’s dream of creating award-winning long copy ads (not to mention that novel or screenplay every CW seems to have in them) has shrunk to aspirations of writing THE most LOL-worthy and re-shared tweets and hashtags. But hey, does that mean y’all are wasting your time here learning the serious ad writer craft? #YOUTELLME

The thing is, language is how we communicate. Granted, it’s getting less important to many.... emoji can’t be misspelled after all, and U is two taps less than you. Ain’t nobody got time for that, right? Makes sense. But until we master telepathy, the written and spoken language is still how we share information, emotion, inspiration, opinion. It’s how we persuade people to buy (into) whatever we’re selling.

And the whole attention span thing — yes, often we won’t waste our time even reading 140 characters. Yes, we create rudimentary versions of our languages to type faster on our gadgets. Yes, short online articles come with even shorter summaries for the tl;dr (too long; didn’t read) crowd.

SO, WHAT'S THE POINT?

...of studying to become a writer when writing is for reading and reading is kinda dying?

Well, here’s your point: People still read. They just don’t read whatever. People still read THOUSANDS of pages of their favorite books. Read (and re-read and re-re-read) whole series of books even. J. K. Rowling is a billionaire and George R. R. Martin could be one if he finally finished his next book—because millions of people devour the Harry Potter or SOIAF series (that’s Song of Ice and Fire for the non-tl;dr crowd and The Game of Thrones Books for everyone else) like it’s All You Can Eat Happy Hour. And those are the same people who scroll through their social media feeds like a Perfect 10 swipes through Tinder. So, what’s the truth about the current state of writing? It’s pretty much the same as it always was: what matters is relevance. People read what they find interesting. What has value for them. Something that promises to give them something in return for the time they invest. Something that feeds a need.

So, it’s no wonder that advertising ranks No. veryfardownthelist when it comes to immediate relevance for most people. Nobody feels a need for lame ads for products they don’t care about, and that’s only getting worse the more great content is available all around us.

But the good news is: for companies, that means they need to fight even harder for sales, through interest, through persuasion, through attention. And that’s where you come in. As creating relevant content is getting harder, the potent creators of such content are becoming more valuable.

"Whether you’re selling diapers, a mindset, a crazy idea or snake oil: words have power. And words that make people take action is as close as we can get to magic. "

In short: Learning the craft of using your language to sell stuff will most likely not lose its relevance in your lifetime. We just need to diversify. We’re never done learning. Whenever language changes to fit newly start-upped channels, we have to adapt and keep up in order to be heard. Other than that, persuasion is a timeless skill. Whether you’re selling diapers, a mindset, a crazy idea or snake oil: words have power. And words that make people take action is as close as we can get to magic. Or telekinesis.

YOU'RE WORTH YOUR ATTITUDE IN DOLLARS

Because really, writing isn’t about words. Language is just a medium. What it conveys is thinking. Ideas. That’s why great writing can make the worst idea sound great. Why a great idea can be sunk by poor choice of words. Every line of copy is the manifestation of a thought. Great writers have to be great thinkers. (If you ever meet a not-quite- so-smart writer, check if they’re not really an account person, haha.) The written or spoken word is how we get thoughts from our heads into those of others. How we create emotions out of nothing. Or how we awaken a need no one knew they had. Look at all that power.

That’s also why at the end of the day, it doesn’t matter what brief, client or product you’ll end up working on. There are no bad briefs. There’s only bad advertising. Like a Roman emperor once said: Money does not stink. And neither does the alphabet. Or, like that older gentleman in Spiderman said: With great power comes great responsibility. What they both meant is: It’s in your hands what you do with your language. So, choose your words smartly. And always well crafted.

Portfolio MasterClass is the place that you can change your future with professional development and portfolio building. 

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Curiouser and Curiouser

How can we Be more curious IN ORDER TO BE BETTER CREATIVES?

by Randi Cantrell Working Associate Editor & Portfolio Studio Copywriting Student

You know how everything is interesting when you’re in a new place? Say you’re walking down the street in, oh I don’t know, Dublin, and you stop right there in the middle of the crowded sidewalk, and you look around and think, “This is great. This is so great. I should take a picture.” And you do.

And then you come across a side street that beckons you to stray from your original path. You don’t know where it leads or whether you’ll end up somewhere you’re not supposed to be, but you take it. Maybe there is some defining characteristic about this street that makes you turn, but more likely, the reason you turn has nothing to do with where you are, but rather with something inside you. An openness. An echoing question that holds no fear for whatever answer might come in return.

When we’re someplace new, we want to absorb every detail, so we follow every street that calls to us, and end up finding things we never would have known to seek out in the first place. That feeling is the souvenir I most want to bring home from my travels, the one I most want to keep with me every day. The awareness and curiosity. How can we capture that feeling in our everyday, routine lives, and use it to our advantage? How do we continue to appreciate our surroundings and see them in a way that can keep us motivated and inspired as creatives? If all good advertising contains a human truth or insight, we need to be good observers of human behavior as well as our surroundings. To do that, we need to be curious.

"Curiosity is something which can be developed, not a skill that one has or doesn’t have."

There are a lot of articles about curiosity. Most of the authors of these articles agree that curiosity is something that, if watered, can grow. Matthew Knight, head of Strategy and Innovation at Carat UK, talks about curiosity as a muscle. He says, “Curiosity is something which can be developed, not a skill that one has or doesn’t have. It’s something which weakens as we grow older... so you have to work at it, until it becomes again second nature.” He also says: “Curiosity is about setting up as many open conversations and thoughts in your mind as possible, which can collide, serendipitously with other conversations when needed.”

If creativity is about connecting things in unexpected ways, and curiosity is the thing that allows us more knowledge and experience to make those connections, it seems logical, obvious even, that the two are connected. And yet, we’re all still trying to figure out exactly how the two work together. (A group of researchers recently published a study on the link between curiosity and creative problem solving. You can check that out here.) You might be wondering what "being more curious" looks like and how much time it will take you. Does working on our curiosity require one hour a day? Or one hour a week? And how will you know when it’s working? When will you see the benefits of your newfound increased curiosity? 

I think one of the reasons a lot of us aren’t curious, or aren’t actively working on increasing our curiosity, is that there isn’t necessarily a formula with an immediate, tangible result we can point to. We can't say, “X amount of curiosity will lead to X amount of creativity.” There’s no answer to where we’ll end up when we stray from our everyday path. There’s no road map that tells us which side streets provide the most inspiration, no list showing which questions are the right ones to ask. Even further, we can’t anticipate the answers we’ll get when we start asking those questions. And that’s uncomfortable, especially as a student looking to break into an industry that seems to demand almost instant creativity.

Maybe the key, then, is just being open to the discomfort that comes with not knowing. To learn to welcome that unknown, and even seek it out. 

Todd Kashdan, author, scientist, and professor of psychology at George Mason University, suggests starting with just five minutes a day, and he outlines several simple ways to do that here. Our friend from earlier, Matthew Knight, created a tool called OneDayCurious. It generates a daily task, no more than 15 minutes long, to help exercise your curiosity. As it says, all you need is a notebook, a pen, and a willingness to observe. Or, you could start projects that involve skill sets normally outside of your wheelhouse. Why not? For example, I recently discovered The Sketchbook Project. As a writer, sketching/drawing isn't normally my jam, but I'm taking part in the project as a way of working on my own curiosity. 

So, here’s what I think it boils down to: when you feel that pull to turn down a side street, that openness to the unknown, follow it. And if you don’t feel it, manufacture it until you do. Take five minutes and go explore. Talk to someone new. Ask questions. Maybe you’ll see huge benefits in your creative work or personal life, or, maybe you won’t. But aren’t you curious to find out? You see, maybe curiosity didn’t kill the cat after all. Maybe the cat is just out exploring.

Portfolio MasterClass is the place that you can change your future with professional development and portfolio building. 

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The Asian-Admerican Problem

by Erik Sena Working Jr. Social Media Coordinator & Portfolio Studio Copywriting Student

"It's your shot," Mom would always say. From the age of about 7 onward, my parents encouraged me to do whatever it was that made me happy and seldom placed tight restrictions—professionally or academically. As a Filipino-American and, in general, an Asian-American for that matter, this was somewhat of a rare occurrence.

Historically, Asian children are groomed to excel in science and mathematics. In countries like South Korea, Japan, Singapore and China, a strict emphasis is placed on high achievement from an early age. Their societies are structured as meritocracies— starting from grade school and continuing onto the time they enter the workforce. In their eyes, only the most intellectually-gifted succeed (i.e. make the most money), causing professions like art, entertainment and media to fall to the wayside. Those that immigrated to the United States passed this way of thinking onto their children.

I grew up in a predominantly Asian-American community, and most of my friends' parents pushed them to get the best grades possible, go to the best college possible and become a doctor, lawyer or engineer. From as early as first grade, I knew those professions were not in the cards for me. Creativity was something I always just instinctively fell back onto, and I knew I could be decent at this writing thing if I just kept at it. So that's exactly what I did.

I graduated last year with that seemingly elusive B.A. in journalism with an emphasis in advertising. Today I work as a social media coordinator. Throughout my brief creative career from freshman year of college until now, I have rarely seen other Asian-Americans. This doesn’t surprise me in the slightest.

However, with the advent of social media and other new platforms, Asian-Americans can express themselves in ways that they never had the means to before. Now we're seeing a sharp increase in the number of Asian-Americans in the creative biz. They account for almost half of America's creative class at 47%, compared to white Americans at 34%, African-Americans at 24% and Latino-Americans at 18%. More and more, Asian-Americans are becoming visible in movies, TV shows and on the internet. But Asians only make up a little over 6% of creative jobs in America and even less in advertising (5.7%, as of 2014). Out of all the ad people I know, I can count on both hands the number of other Asians I've seen, and that's including people who work in strategy, accounts and other silos of advertising.

Thankfully, we have agencies like IW Group, DAE and APARTNERSHIP as well as a close-knit organization in the 3AF at the forefront of Asian-American representation. And, while they don't focus solely on Asian-Americans, events like the 3% Conference, the Adcolor Conference, and Here Are All The Black People are creating buzz and conversation around diversity and inclusion in advertising. But, this is not nearly enough in terms of what we as a culture are capable of. While we're making strides in terms of inclusivity and diversity, we still have a long way to go. In the meantime, I look to important Asian creatives in advertising like Karin Fong, John Jay, Tracy Wong, and Phil Chang for encouragement and inspiration. These entrepreneurs, creative revolutionaries and award-winning virtuosos have produced some of the best and most groundbreaking work our industry has seen, yet they’ve gone relatively unnoticed. I—along with other young Asian-American creatives—intend on shifting that narrative.

I don't have anything to prove, but being that the advertising industry in America started out as something of an old boys' club, I certainly have a chip on my shoulder. And taking up the mantle from my parents, who met as creatives at an agency in the Philippines, my mission is to make it as an Asian in Admerica. Just wait and see.

Portfolio MasterClass is the place that you can change your future with professional development and portfolio building. 

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We Need to Talk

A Student's Perspective on Networking

by Randi Cantrell Working Associate Editor & Portfolio Studio Copywriting Student 

I’m just going to say it: there’s something about networking events that makes my palms sweat. For me, it feels a bit like being a cat; I am both curious and wary, excited and full of dread. One part of my brain thinks, “I’m a student. What can I possibly say? I have no idea what I’m talking about.” The other says, “Look! A chance to ask all those questions you have. Go!” Walking into The One Club for Creativity’s Intern & Creative Summer Networking Event was no exception, but by the end, I came to think of networking in a different light. Held at the Los Angeles office of POSSIBLE for the first time ever, the event was relatively small. This made it easier to mingle. Well, a little easier. Within a few minutes of assessing the scene and debating who to talk to, my friend and I approached a woman standing by herself. Soon after, a man politely interrupted our chitchat with her, saying, “I’m going to talk with you guys because I’m a lone wolf here.” Both were creatives who worked at agencies in the LA area. The four of us talked about portfolio school, the local agency scene, photography, how small a world the advertising industry is—a wide spectrum of topics. We had introduced ourselves by name, but titles hadn’t really come up. Until they did.

I suppose I should’ve asked sooner, because it turns out we were actually talking to two of the event’s panelists. One, a Creative Director at Team One and the other, the Executive Creative Director at 180LA. No big deal.

Before I could scold myself for not recognizing their names, for not saying or doing something more memorable, for not asking something more important that would uncover my golden ticket into the agency world, both were whisked off to join the other panelists. The Q&A was about to start.

In those moments before the panel began, I realized something important. Something I hope I’ll remember as I walk into whatever networking event I next attend, while my brain is playing that tug-of-war between fear and curiosity. Here’s the thing: having a conversation without first knowing who they were was actually a good thing, because it meant I could focus on, well, having a genuine conversation. Without being intimidated by their titles, I was better able to just listen to their perspectives and maybe, if I was feeling brave, share my own. Some of you may disagree. You might think I should’ve had an elevator pitch ready to go and a resume to hand off. You might say I should’ve pushed for an internship or a chance at a portfolio review. Maybe. There’s a time and place for those things for sure. But what if, instead of worrying about what we can immediately get out of a networking event, we focused on talking to other creatives like they were real, regular people, and not career genies who can grant all of our creative dreams if we charm them in just the right way.

I’ve since looked up their LinkedIn profiles and stalked their portfolios (oh, hi!), and they are both crazy talented and smart, but they don’t need me to tell them that. If I took away anything from the advice they shared during the panel, and I took a lot, it was that advertising doesn’t need more people to tell advertising creatives how smart they are. Advertising needs people who aren’t intimidated by a title, people who feel brave enough to share their opinion and bold enough to ask questions, people who can crack a joke and laugh at themselves. I’ll be the first to admit I’m still figuring this advertising thing out, but in my opinion, all of that starts with just having a real conversation.

You never know who you’re talking to.

Portfolio MasterClass is the place that you can change your future with professional development and portfolio building. 

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Determination and dedication personified. #Equality #CMSanDiego (at Moniker Group)

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Great space. Great people. Great start to the day. #cmsandiego (at Moniker Group)

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Dan Hawes Lands Internship at TDA Boulder

Congratulations to Dan Hawes, who landed an internship at TDA, an ADWEEK top shop and one of Outside's Best Places to Work. TDA brands include Patagonia, Merrick, French's Mustard, and Chipotle.

Dan built his copywriting portfolio, including this Nationally Award Winning campaign for Sea to Summit, at Portfolio Studio.

He took Copywriting and Concepting courses remotely from Colorado and wanted to land a job near his home. He is now working on projects for Telluride Tourism and First Bank. We are so thrilled for Dan and expect great things in the future. Take a look at Dan's portfolio.

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Should Brands Jump Into Politics?

A View From Someone About to Jump Into the Industry

by Randi Cantrell Working Associate Editor & Portfolio Studio Copywriting Student

By now we've seen countless brands dive head first into the deep end of current politics. Some brands manage to do this with work as smart and effortless as a swan dive. Others, a big ol' belly flop. As the political waters heat up day after day, more brands are jumping in, shouting, "Come on in! The water's fine." As a student on the outside, standing on the edge of the industry, I find myself wondering whether brands should even be near the pool at all. 

Exhibit A and B

Let's consider a few examples, starting with this little ditty from Reebok. 

Made in response to President Trump's comment to the First Lady of France, which you can read about here, you can see this Reebok piece is a flowchart on when it's appropriate to make unsolicited comments about a woman's body. (Spoiler alert: never.)

If you'll let me pretend this wasn't produced by Reebok for a second, I'm not disagreeing with its message. It's something worth saying. I just want to know why Reebok thought they had to be the ones to say it. Here's what some might argue: Reebok sells athletic shoes and apparel. Women wear athletic shoes and apparel, and sometimes while they're wearing it, people give them unsolicited "compliments" about their body...I guess? Is that it? Maybe I don't get it, but for me, that's not enough. The tie to the Reebok is iffy (that's me being nice), and as a result, the work comes off forced and confusing.

So, maybe that was a bad example. Peep this recent work from Smirnoff, which references, of course, President Trump's alleged ties to Russia. 

I'll be honest, I smiled when I saw this ad. I'm partial to anything with a little snark and this one pours it on thick. But wait! The thing I like best is that it makes sense for the brand, given their history. Just like the Reebok piece, it came as a dig at a statement made by Trump, but it stands just as well on its own. 

To The Point 

For better or worse, there are plenty more examples for me to talk about, but I'll get right down to it. Starting an important conversation through a brand could someday be a task for me, whenever I may break into the advertising world, and I'm good with that. If we can take an industry that, for the most part, gets people to buy things they don't need with money they don't have, and every now and then turn it into something bigger and better for the world, I'm into it. But ultimately what I've decided about brands and politics is this: if you're gonna do it, it has to track back to the brand, just like anything else. If they want to join in, brands should add value to the conversation, otherwise they're just adding to the noise. Which reminds me of one of my favorite quotes: "Wise men speak because they have something to say; fools because they have to say something." 

P.S. If you want to know how SNL feels about this topic, give this a whirl: 

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New - Digital Badges

Portfolio Studio Is Adding Digital Badges To Promote Your Accomplishments

Digital Badges recognize learning and are a valid indicator of the accomplishments and skills that you've gained in a course. On average, badges provide 30 times the data when compared with a traditional paper certificate. Professional development is easy to understand when there is specific information about course outcomes and competencies. Badges can be shared with your employer and through social media. 

Data for Career Advancement

Starting in the fall, each Portfolio Studio course will include a digital badge. When a course is successfully passed, data rich credentials will provide descriptions, criteria, evidence, endorsements and more, all viewable in the credential itself. Each badge earned activates its own web page where students can share what they've learned and attach work from the course. 

Employers are particularly interested in understanding what their employees are learning, and seeing evidence of that learning. A digital badge provides that information. Companies are 8 times more likely to sponsor your professional development when you can provide validation of your learning. Who knows how far you can go? 

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COPYWRITING: RADIO PRODUCTION

Is Radio Relevant in My Portfolio?

Special Online Express Course.

Neilson reported that more people are tuning into radio than ever. A whopping 245 million listen at least once a week. Audio in your portfolio helps differentiate your work, and showcase your long form writing talent. 

MixCloud's Ben Laurence shared - People say "oh radio is dead and dying. Actually, radio as content is exploding. But the way that we consume it is changing. All the big [streaming] players: Spotify, Apple, are looking at radio as a means of differentiation… The content is of extreme value to the industry and to consumers. Radio as content is essentially long-form audio: it could be anything: music, news, stories.” 

This course will focus on writing and producing an audio or radio script. You’ll hear a lot of examples and talk through the process, while you're writing for audio. You can choose to extend a campaign you have already started, polish up an existing script, or create something new. On the last session, your work (including voice talent and sound) will be produced at Studio West in San Diego. Even though we're working online, we'll bring you into the actual recording via a Google MEET. Or, if you're local, you're welcome to attend the session. 

This is a 4-session, 4-week online course. Video-conference meeting are included with the instructor, Eric Mayse. 

Work 1:1 With a Working Pro

When you learn at Portfolio MasterClass, you can rely on a team of working industry experts for guidance and support. Meet some of our brand copywriting instructors:

Eric Mayse is a Senior Copywriter at BBDO in San Francisco. He has guided Portfolio MasterClass students to award winning work including Addy National Gold and Archive awards. Check out Eric's Portfolio. 

Jeff Horn has written for notable clients such as The Mirage, GE, Sony, Qualcomm, Pieology, Siemens and more. Jeff's patient, approachable teaching style promises to make your learning experience unique and help your copywriting portfolio stand out. See Jeff's Portfolio.  

Nikolaus Drellow has worked on a huge swath of brands, from Wild Turkey to Red Bull to Microsoft to a neuromodulation brand and won awards in the process. Check out his work here.

What You'll Learn

Session 1: Audio Overview - We jump into clients and scripts out of the gate.  

Session 2: Flow - We refine our scripts for impact this session. 

Session 3: Voice, Music, SFX - Script polishing and rolling ahead with sound elements. 

Session 4: Recording - We record at the Studio this session. 

This course is taught ONLINE with video conferences and instructor feedback.

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Copywriting student, Flora Kim, expressed her visual side and took a well-known symbol of Australia and merged it with a coffee icon for an adorable logo solution for East Australia Coffee. Check out the full campaign on our blog.

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An idea is only as good as your ability to explain it. In our online course, Copywriting: Tone and Techniques, you will learn how to solve communication problems with smart, compelling copy and express a brand's human truth through the written word. Taught by the majestic @hornfolio, Senior Copywriter at @magn3tic.

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Meet Costume Designer Pauline Carrasco

Meet Pauline. 

Pauline Carrasco Cuevas is a designer at Disguise, the world's leading costume design and manufacturing company. When she started out, she didn't expect to design costumes but the job has proven to be both creative and challenging. She sat down with us and shared some industry insights. 

How did you get into the costume design industry? 

I went to school for fine art and ultimately finished with a degree in graphic design. My work has always been a blend of my fine art illustrative style while utilizing graphic design concepts and layout. I began working in the advertising field in 2007, doing all kinds of work - from print ads, web, trade show graphics, to branding and logo design.

Now, working as a costume artist is great way to fully use all my strengths as a designer and artist.

I also dabble in sewing, I used to make my own clothes, and knowing how pattern pieces work is very useful.

What is a typical day like? 

I work closely with our design department and licensor who initially determine the type of costume we will be making. Many factors can affect the way I create the artwork, like the type of sewing construction that will be done. What printing process will be used? Will it be screen printing or sublimation?  What type of fabric will the art be printed on? Many times I use 3 dimensional character reference and recreate the artwork as realistically as possible to be placed over a 2 dimensional sewn pattern piece. 

A few of the costumes that Pauline has created for 2017 - Optimus Prime, Grimlock and Durotan. 

What are some tips for creatives trying to break into the industry? 

If you want to get into costume design you need to be resourceful, and be able to closely mimic specific textures and illustrative styles. Our licensed character products are very well known and well loved. It is important to make sure the artwork is as accurate as possible and follows our licensors branding standards. Understanding how a garment gets sewn, and how sewing pattern pieces work is also essential. 

Portfolio MasterClass connects students with industry pros for professional development and portfolio building.

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Making History

Boy Scouts Ad Campaign Focuses on Lifetime Learning

When people think of the Boy Scouts, many imagine a program focused on outdoor or survival skills. However, the Boy Scouts is more than just learning the proper way to build a campfire or splint a broken finger.  Often overlooked are the leadership training and life skills young boys may learn. By showcasing influential alumni, this campaign’s main objective is to raise awareness of the lifelong impact that joining Scouts can have.

Student Copywriter, Flora Kim, proposes that the younger the child, the bigger their dreams and aspirations - and parents need to remember that these dreams really are achievable. Using that insight, Flora teamed with Art Director Christian Capuchino, and this simple, powerful campaign was born. 

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Student Showcase: Lisa Tominelli & Candy Labs

Candy Lab makes hand-rolled hard candies with interesting designs and patterns. Lisa Tominelli took on the revision of their logo and came up with a very sweet solution. Lisa used a morphological matrix to brainstorm solutions for lab equipment and candy and then found a connection that worked visually. 

The final logo came together after getting feedback and trying several different versions.

Lisa rolled her logo concept into a business card and card holder, storefront signage, and animated logo.

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Student Showcase: Down the Drain Plumbing

Down the Drain Plumbing provides plumbing services to the San Diego region. As part of our Logo Design course David Ball created an innovative solution to draw attention to the company's services.

I researched different types of drain pipes and plumbing tools and compared them to shapes that the letters of the company name created. I noticed that a p trap pipe could resemble a lower case "d" when looked at from a certain perspective which was perfect because the letter d is the dominant letter in the company name. I ran with that idea and came up with the logo after different sketches and trials and refinement on the computer.

This could be the start of a website revamping and possibly a guerilla marketing campaign. We can't wait to see it in your portfolio. 

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The Next #BigIdea The oversaturation of info on the web means that coming up with great #content ideas is more important than ever. #Ideation is a breakaway from traditional brainstorming. It allows breakthroughs to help you burst out of your comfort zone of complacent, conventional thinking to get to a place where #big, #bold, #breakthrough ideas are possible. Join us for our Concepting 1 course, beginning June 5. Learn HOW to #thinkoutsidethebox - Link in the profile. - - - - - #design #concepting #graphicdesign #advertising #portfolio #portfolioschool #copywriting #artdirection #ideation #visualdesign #ux #sandiego #itsasandiegothing #creative #strategy #online #oncampus #studentsofig #breakthroughtheclutter #idea #ideaisking