As part of the Goddard High School January Jumpstart, Jim Zimmer (GHS CTE Marketing Teacher) coordinated a field trip to Signal Theory, a local marketing and design firm that creates brand effectiveness by combining the motivating factors of behavioral science, the intelligence of data-driven insights, and the intuitive creativity of human-centered design.
Multiple representatives (Lathi DeSilva, Landon Barton, Ethan Fast and Laura Miller) from Signal Theory provided real case studies of work with international brands on significant marketing campaigns. After the demonstrations, GHS marketing students toured the Signal Theory office space, which is located in the heart of Old Town on the corner of Mead and Second Street.
In a guided reflection of their experience, Mr. Zimmer asked what some of the greatest 'takeaways' from their experience. Some of the examples of students included:
- "Marketing is less about catering to the audience that is already following you, but trying to appeal and engage the people you want to join your brand or products."
- "Marketing is so much more involved than a video or graphics, it involves strategy, listening, research, and analysis before you start to work on the actual deliverables."
- "Starting with the 'why' is so critical to the success of a campaign. From the conceptual stage to the research and development of a project, it's the 'why' that drives a successful campaign. Even with significant adjustments made in the middle of a project, the 'why' helps guide professionals through those changes."
- "The people at Signal Theory were passionate about the process, the people and the brands they got to work with. To have a team of people with diverse thoughts and opinions, all contributing to a complex project, was fascinating to see come together from start to finish."
- "I am interested in the creative arts. It was amazing to see that there are multiple skills, positions and opportunities within the marketing industry. It gave me confidence to know that there is a place for me and what I am passionate about."
Mr. Zimmer had this to say, "The Signal Theory team's passion for all aspects of marketing resonated profoundly with my 20 students, during our 90 minutes at their office. Upon returning to my class to debrief, I had a group of students inspired to spend an additional 90 minutes trying to identify ways in which they could use their marketing skill to improve the school. Additionally, I had another student visit me this morning exclaiming she spent all night trying to create a video similar to one we saw during our visit, but tailored it to highlight individuals at GHS. Needless to say, we all left inspired and thirsty to take on our next marketing challenge! I do want to extend a special thank you to Laura Miller, Lathi DeSilva, Landon Barton and Ethan Fast for taking time out of their busy schedule to inspire us about careers in marketing and the marketing process!