Wow, what a whirlwind! I can’t believe this whole experience is wrapping up. In mere hours, I will be presenting my final project for Global Advertising and Public Relations. Of course, this is a relief, but certainly a bittersweet one. As much as I’m ready to complete the work, I don’t want this time to end. With interviews falling through and last minute strokes of luck, the project itself has had so many ups and downs. My research on fashion campaigns in PR was difficult yet rewarding because I am truly interested in the subject and got the chance to speak to some pretty cool and interesting individuals. I am now much more confident in my abilities to contact professionals and a more efficient researcher. Not to mention I’ve had plenty of practice presenting to a group.
Academic

    My research discovered that PR practices in fashion in the US and the UK aren’t all that different. However, that’s not to say that I didn’t learn a lot. It seems like no matter where you go, each PR campaign has different challenges and audiences, so practices may be similar but there will never be a clear-cut formula for reaching a specific audience. It’s about trial and error.

Professional
    Though I have grown by learning from an academic standpoint, I have also grown professionally. Until this trip, I had never really been in an office setting or truly had insight into the daily lives of professionals in the field I am studying. It’s so different learning about business practices in a book and actually experiencing it firsthand through physically meeting professionals in their work environment. To me, this experience is invaluable. I was always worried that if I decide to want a job in PR, my degree in communications would not be enough to make it. However, not one person that I met here working in PR started out seeking a career in that specific field. I feel so much better knowing that you don’t really need the pressure of sticking to a specific degree and having your life laid out in front of you. It’s very comforting to know this. Seeing the offices at Edelman PR made me realize that I’d love to work in a creative environment similar to that.

Personal   
    All academics and professionals aside, this study abroad experience changed me as a person. I’m no longer Natalie from Pittsburgh who goes to Kent State. Now I am Natalie from Pittsburgh who conquered Kent and even moved on to a big city like London. True, it was only three weeks, but there’s a certain confidence that comes with knowing what it’s like to live outside of the country. Some of the best times of my life happened during the past few weeks, and I did it all without a cell phone (something else to be proud of). All in all, I can’t put a price or description on this experience. I wish it could last longer, but I’m ending this last post on a cheesy 90’s pop song note by quoting Semisonic. “Closing time, every new beginning comes from some other beginning’s end.”

                                          Cheers to all!

     In the spirit of The Sound of Music, how can I simply pick a few of my favorite things about London? I love everything about it! Though this isn’t my first time in the city, I truly feel like it’s my first time actually experiencing it. Being older and more independent has really played a large role in making this trip unforgettable. There are also some other things that play into having such a great time, and I can really chalk it up to some great nouns- people, places and things, that is. I have organized my favorites into those categories.

People
    I must say, the people of London are generally an extremely welcoming culture. From those irresistible accents to their personal interest in our backgrounds, it’s been really easy to fit in. However, it’s been even greater getting to know the classmates and professors better. At first, I knew everyone’s name and general Facebook personas, but that’s about it. I never imagined that I’d become so close with my flat mates! We practically have our own language now. In the rare case that anyone could understand the Brooklyn accent we’ve developed, they’d never understand our references, code words and inside jokes. It’s going to be tough adjusting back to our normal dialects.

Places
    I can’t say enough good things about Clerkenwell. Maybe it’s not the stomping ground of royalty, but it’s absolutely perfect for us. When we first got off the bus, all the streets looked the same to me and I thought I’d need a map everywhere I went for the next few weeks. However, that only lasted a few days. Now I can buzz around like I’ve been living here for ages and I feel right at home.  There are three great pubs within walking distance that I have fallen in love with-The Slaughtered Lamb, the Betsey Trotwood and The Bowler. They’re so full of personality and warmth. Each one is traditionally British but unique and quirky at the same time. We became friends with the owner of The Bowler and I refer to it as Cheers now… it’s where “everybody knows your name.”
Besides The Bowler, I’ve also befriended Tesco and a small place called Gail’s that is right up the street. Let me let you in on a secret: everything at Gail’s is the best. The pastries, the coffee, the tea, the salads, the breads, the breakfast, the juice… when I start to think about it, I realize that I won’t be here long enough to try everything at Gail’s that I want to!

Things
     Though people and places are making this trip worthwhile, those two aspects would be nothing without the “things.” Unfortunately, most of these “things” are clothing stores and food items. For example: I can’t get enough chips. They’re better than French fries and I just can’t explain why. It should not make sense because they’re one and the same. However, I drench my chips in vinegar (something I’ve never done at home) and are usually accompanied by an amazing sandwich from The Bowler called a toasty. It’s like a grilled cheese but infinitely better.  When I’m not gaining weight by smothering myself in fried food, my second favorite thing to do is shop. This is equally as unhealthy because my dreams are bigger than my wallet, and Topshop is bigger than both combined. It’s not so much Topshop that I’m in love with, but the things inside. The clothes and accessories are like the extremely cool and hip cousins of American clothing. Everything is bedazzled, bright and studded- a fashion fanatic’s dream come true.

All and all, these people, places and things have broadened my horizons (and perhaps, my waistband). OI will continue to “live it up” because as soon as I get home, it’s back to the grind of summer classes and work!

    So far being in London has been exciting in many ways. Of course, the fashion presence in this big city is unbelievably more visible and diverse than in Kent, Ohio! There’s no single style- we keep saying to each other that in London, “anything goes!”
       
    Though the styles are very vibrant and individual, from the surface the fashion campaigns don’t seem to be very different. I’m seeing a lot of advertisements that look similar to the ones at home, especially saturated around the shopping areas. Researching individual campaigns on the internet proved to me that the process is pretty much the same- get to know the audience, offer a discount, use social media as a means of engaging communication.

            I began to think that I wouldn’t find many differences until I spoke with Josh Solana, account executive at We Are Social, who worked on a campaign that launched a fashion line in Tesco stores. He reinforced that the practice is about the same here, but the difference lies in the message.
            Josh had just returned from the U.S. and said that the messages there are more direct whereas in the U.K. brands rely on brand power and creativity rather than one clear-cut message. After hearing that, I noticed that the ads around aren’t so “in your face.”     
            By that I mean I haven’t seen so many billboards or posters for stores where the main focus is the website or the particular promotion going on- rather there’s just the name of the brand and photography.
            It seems like speaking with professionals is going to prove to give the most tangible information for me. So far, I have only been able to speak with one but I have two more in the works that will hopefully be able to better answer my research.

This video highlights my Global Advertising & PR experience so far!

Looking back....

    I can’t believe how far I have come since the beginning of this class over 12 weeks ago. Time has flown! At first, I had no idea what to expect since it is Global Ad and PR’s maiden voyage to London. I knew we’d be working on individual projects, but I didn’t realize how large of an undertaking that would be. It took me a while to figure out what I wanted to focus on but finally chose fashion.
      First, I gained great experience with presenting. I’m far from perfect, but class and instructor feedback has really helped me improve. As we moved on, I learned a lot about the PR side of fashion and the best strategies in fashion campaigns to reach the college student. Nothing I found completely surprised me because I am an active part of the demographic I was studying. After plenty of research, I concluded that college students want authenticity, social media and a discount to edit

    I’m not only going to London as a student, but I am also going as a tourist.    

    When picturing a typical tourist, there is one important aspect that can’t be missing: the camera. That’s because when all is said and done, in ten years, all that is left is the photographs to prove your memories are real. Of all cities, London is notoriously photogenic- and I am notoriously eager to do something drastic in the name of a cool picture. Here are my top ten photo-ops that I am excited to participate in when I get there!

1. The Abbey Road


All appropriate measures will be taken to recreate this iconic photo.

2. The Platform Nine and Three Quarters


My unhealthy obsession with Harry Potter began over a decade ago, so this one is a long time coming. Hopefully I can do something as crazy as this guy.

3. The Beefeaters


Apparently getting within photo range of one of these guards is a lot harder than it looks. Bring it on!

4. The Phone Booth


Just like Kim, I want to be like a “normal” tourist!

5. The Tower Ravens


Replace that Beefeater with me, and I’ll be happy.   

6. The Double Decker

What could possibly be more “London” than dancing on top of one of these!?    

7. The London Eye


I’m excited to take photos from this famously large Ferris wheel, but also to be photographed while on it like these people.

8. The Banksy in Camden


If an 80 year-old lady can take a photo by this artwork and claim to be the real Banksy, then so can I.    

9. The London Bridge (Falling Down)


I will do the childhood dance with the structure it was written about standing behind me.

10. The Big Ben Squared



I am an obnoxious Steeler fan. I will one-up my brother and his Terrible Towel by wearing a Big Ben Roethlisberger jersey in front of the real Big Ben.    

I'm taking my love and self-proclaimed expertise of fashion to a global level. Fashion is a living, breathing, vibrant art that literally touches everyone on a daily basis. It speaks volumes about an individual, their personality, and even the society they come from. As part of my global advertising and PR class, I chose to do a comparative study on PR strategies in fashion between the United States and the United Kingdom.
    Despite the US being the British Empire's rebel child, these language sharing nations present vast cultural differences. With those in mind, I chose a target audience that I felt I could most closely identify with: college students.
    College-aged young adults are a key market for many designers and brands wanting the youngest, hippest crowd flaunting their apparel. If American designers like Marc Jacobs can be popular in the UK while British designers like Ted Baker can be prominent in the US, clearly their PR campaigns have been tailored to engage culturally different audiences. This is the process that interests me.

What will research find?    
The most important thing to learn is the techniques that PR professionals use for this audience regarding fashion. The research will explore these questions:

• What are examples of effective ways to market fashion brands to college students?

• Do these strategies differ from the US to the UK, or do they work in both?

• What are globally the best practices to promote fashion brands to college audiences?

What is my research plan?
    After answering these questions with secondary research, I will compare successful fashion campaigns for the target audience in each country. These include:

• One brand that has successfully campaigned in each country to see how how plans were changed accordingly

• Two specifically American campaigns

• Two specifically British campaigns

    I will then analyze the strategies that work the best in the US and those that work the best in the UK. As supplemental research, I will interview three American and three British professionals that have worked on the campaigns that I am focusing on. Then I can draw conclusions with help from someone who has been there.
    This blog will post research updates along my journey to London!

    Ever heard of the Kentish Invasion? If not, get with the program! Kent State’s Global Advertising and PR program, that is. Two-dozen Kent students, including myself, are embarking on the trip of a lifetime this May. When the semester officially ends for others, our European journey begins. 
    Our hard work will continue for the remainder of the semester to get the most out of studying abroad. Though challenging, this class is rewarding on many levels.      
   What are our class goals?
   Our studies are individualized with each student choosing a passion and turning it into an educational project. We each related our chosen topics to advertising or PR and are researching it from both US and UK perspectives to compare our findings. We also created individual websites to promote our personal “brands.”       

What about this trip calls to me?
    The destination and the academic focus of this trip both call to me. I visited London in high school and fell in love. The buildings, the history, the people- everything was amazing. The friendly, warm atmosphere instantly felt like home. Despite London’s size, its quirky neighborhoods give the same “little city” feel as Pittsburgh, my beloved hometown. I knew I’d return someday, specifically hoping to study abroad. 
    This fall, I did a double take when I saw a poster for this class. A trip to London pertaining to my major? SOLD! I was beyond elated.


Why is London right for me?
    The other study abroad programs aren't my perfect fit. A semester is too long for me and the six-week summer programs conflict with precious work days. Our trip is just long enough. Also, we get to live in a foreign country without a language barrier! 
    This helps to focus on the academic aspect, which came at a critical time for me as I pondered a PR minor. This class not only solidified my decision, but is also an impressive resume builder that I could not pass up.

Why can't I wait to get there?
    So far, I’ve met awesome people and we haven’t even left the classroom! I know traveling and learning with them will be... As a Brit would say, bloody brilliant.