Syncing to the digital age of marketing

Wired In ConferenceOn January 31, the Foster School of Business welcomed 170 student registrants from 10 universities across the Northwest for Wired In: Syncing to the Digital Age of Marketing, the 2nd Annual Undergraduate Marketing Conference. The event, hosted by Foster Undergraduate Career Services and the UW American Marketing Association, was sponsored by Eddie Bauer for the second year.

Centered on the theme of digital marketing, the day’s presentations included an opening keynote by Eddie Bauer, breakout sessions by Bing, Porch, Delightful Communications, and Drake Cooper, and a closing keynote by 4th Avenue Media. The attendees could choose which of the breakout session options to attend based on their own personal interest level.

In addition to the presentations, students participated in two interactive elements; team activities led by Puget Sound American Marketing Association and a networking event. The team activities were designed to get students talking about relevant marketing topics which included: designing a Google AdWords campaign, creating a sales pitch, responding to a social media blunder, creating a content marketing campaign, and brainstorming for a guerrilla marketing campaign. The networking event featured 16 companies of various sizes and industries, offering attendees opportunity to meet more professionals in the field.

Message from the Sales and Marketing Center’s Research Director

Have you ever wondered how other firms are solving sales and marketing problems or if there is a better way to analyze a marketing issue or benchmark best practices? We have designed the Center for Sales and Marketing Strategy to help address these issues by matching business professionals and their sales and marketing challenges with world-leading academic faculty and research as well as with other sales and marketing executives.

After spending over a decade as both a business executive and marketing professor, I am convinced these two groups can and should work together to improve business performance. Yes, they often speak different languages and can work at different speeds, but there is also an opportunity for tremendous synergy. Business professionals know today’s problems, interface with “real” customers and have great access to real-time data. Academic researchers have deep knowledge in their research domain and the motivation and skill to rigorously analyze specific problems, but often lack a connection to real-world business problems, customers and data.

We are committed to building the necessary linkages between business professionals and academics. Help us make sales and marketing research relevant to your business by engaging with the SalesMark Center. You can sign up for our newsletter, attend a conference or networking event, take a one-day class or join a Special Interest Group (SIG) with other executives focused on a specific sales or marketing problem.

Please contact me by email or phone at palmatrw@uw.edu or 206-543-4348 for more information.

Best regards,

Rob Palmatier
Professor of Marketing
John C. Narver Chair of Business Administration
Research Director, Center for Sales and Marketing Strategy

Foster on Tap: An alumni happy hour

This blog post was written by Alex Andreotti, Foster’s Assistant Director of Events.

On Feb. 26, Foster alumni gathered at Palomino Rustico in Bellevue for the year’s first installment of Foster on Tap, the newly renamed alumni happy hours. Alumni across graduation years and degree programs gathered to network, reconnect and swap stories of their adventures post Foster. During the event, we asked attendees to tell us the most useful thing they learned at the Foster School. This is what some of them had to say:

“Numbers tell half the story; always look at them closely.”

“Social interactions are just as useful as coursework when building a career.”

“Collaboration with peers. All of those group projects helped me learn more about personality and team dynamics.”

“Negotiation is joint decision making.”

“A holistic overview of different aspects of business.”

“Got to know many classmates from other countries.”

“Timing is everything. Sometimes you need to wait, other times you need to rush.”

See a few photos from the event below. More photos can be seen on the Foster GOLD Facebook page.

Foster alums
Foster alums
Foster alums

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

See upcoming alumni events here.

Better batteries, recycled building materials, and smart diapers: Environmental Innovation Challenge 2015

EIC 2014 winner Korvata with Pam Tufts
EIC 2014 winner Korvata with Pam Tufts

How do you foster innovation to address pressing environmental issues? Get college students engaged! The Alaska Airlines Environmental Innovation Challenge at the University of Washington taps into the passion, smarts, and motivation that  students have for solving environmental  problems.  Since its outset, the EIC has attracted 726 students (161 teams) and awarded over $180,000 in prize money.

EIC Banner 2015_541x138A record 40 student teams from colleges and universities across the pacific northwest applied to the this year’s Alaska Airlines Environmental Innovation Challenge. Each team that applies must define an environmental problem, design a solution, and develop a prototype. This year 22 teams were selected to show their prototypes and pitch to 250+ judges at a demo-day event on April 2, 2015.

Meet the 22 teams competing in the 2015 Alaska Airlines Environmental Innovation Challenge:

Benchmark ECR
(University of Washington, Washington State University)

Benchmark Environmental is developing an affordable, easy to install, and low maintenance stormwater treatment system. The Benchmark ECR will enable more companies and municipalities to effectively treat every pollutant present in stormwater runoff.

Bettery
(University of Washington)

Bettery provides a better model for battery use: a reusable subscription service that gives consumers unlimited access to reusable batteries with a monthly subscription.

BrightBike
(University of Washington)

The BrightBike has a revolutionary set of features, including electric assist, cargo capacity,  a strong and lightweight composite frame, a rain cover, and a complete light system, that make it an irresistible alternative to driving.

Community Supported Bio
(BGI at Pinchot University)

Community Supported Bio (CSB) closes the loop for the farm-to-table movement by turning food waste into renewable biogoods: organic fertilizer & fuel. CSB helps decrease emissions and lower air & water pollution, all while improving soil fertility for farmers.

EcoStream
(University of Washington)

EcoStream builds awareness and lifelong habits to conserve our most valuable resource by helping people conserve water and change their usage habits in a fun and inexpensive way.

Estufa Bella Company
(Seattle Pacific University, Seattle University)

Estufa Bella Company designs and manufactures clean-burning, biochar-producing cook-stoves for use by an estimated 2.7 billion individuals who use traditional wood fires for household cooking and heating.

Extrusion Electronics
(University of Washington)

Extrusion Electronics is reimagining 3D printing with a conductive plastic filament, enabling makers to create and replicate simple electronics at home.

FireBee
(University of Washington)

FireBee is a portable thermoelectric generator that turns cooking fires into personal power stations,  creating an alternative energy source for people in countries that are otherwise off the grid.

Flexolar
(University of Washington)

Flexolar, a flexible and lightweight polymer-based solar cell, is an alternative to inorganic solar cells that are heavy, fragile, and costly to manufacture and install.

GeoPop CCS
(University of Washington)

GeoPop turns used plastic bottles collected from the trash  into affordable geocells for use in constructing retaining walls, stabilized slopes, platforms, stairs, and pathways in urban slums.

Helio
(University of Washington)

Helio manufactures portable solar panel chargers designed to generate enough power to charge laptops and other electronic accessories.Transmitting energy from the sun eliminates the need for extra batteries and reducing the toxic pollution associated with them.

Hook
(University of Washington)

Hook is a home automation hub that allows customers to convert existing electronics  to smart devices, decreasing energy consumption, improving home safety, and reducing the amount of electronics that are routinely discarded in landfills.

Illuminant Diagnostics
(University of Washington)

Illuminant Diagnostics has developed a biosensor empowered by nanotechnology that provides rapid, mobile bacteria detection without the need for cell cultures, traditional DNA testing, or isolation of disease-specific antibodies.

Ion Informatics
(University of Washington)

Ion Informatics is developing a proprietary technology that provides critical information to battery operators, optimizing asset utilization and prolonging the useful life of the battery. The end effect is a dramatic increase in value that can be extracted from each battery by enabling viable second use battery systems.

MarineSitu
(University of Washington)

MarineSitu provides environmental monitoring solutions that facilitate the sustainable development of marine renewable energy.

PowerNode
(University of Washington)

PowerNode is a web-based industrial energy monitoring system that enables users to monitor machine-specific power consumption.

Protium Innovations
(Washington State University)

Protium Innovations is developing a solid state hydrogen liquefaction device that is scalable and more energy efficient than current liquefaction technology.

Silicar9
(University of Washington)

Silicar9 is producing a new low-cost disposable protein purification system that uses more environmentally friendly materials than existing technology.

SmartyPants
(University of Washington)

SmartyPants is reinventing toilet training—and aims to prevent millions of diapers from ending up as a biohazard in landfills across the country—by predicting impending bowel events and alerts users to get to a toilet.

SwitchPoint Solutions
(Central Washington University)

SwitchPoint Solutions’ pilot product, the Solar Evaporative Air Conditioning Handler (SEARCH) is capable of achieving HVAC efficiency gains of over 40%, offering cost savings necessary to incentivize investment in renewable methods of heating and cooling.

Tape-It-Easy
(Seattle University, University of Washington)

Tape-It-Easy is increasing the adoption of water-efficient drip irrigation with a hand-driven, inexpensive tool that dispenses and secures drip tape for faster and easier installation.

TrashWall
(Washington State University)

TrashWall uses recycled materials scavenged from waste streams to build insulation panels that can be installed in rental units to reduce energy waste and increase cost-savings for renters.

Click to share
Click to share

The Carletti Expedition: Excerpts from Nicaragua

Guest post by Wilson Carletti, recipient of the Bonderman Travel Fellowship

Before departing for La Isla de Ometepe, I happened to meet Alex Tuthill, a UW grad who started Pacha Mama (arguably the most well-known hostel in San Juan del Sur). He left corporate America behind after the 2008 financial crisis and ended up meeting his future Nicaraguan business partner in a hostel while traveling. We chatted about his business, the emerging middle class in Nicaragua, and the various projects he is involved in around the community – currently he is helping to rebuild the local health clinic, but he is also involved in local youth sports leagues, women’s shelters, etc. And to think, simply because I wore my UW shorts that day, I ended up having an awesome conversation.

Ometepe

Ometepe is a gigantic island in the middle of Lake Nicaragua that houses two massive volcanoes – it looks like it belongs in Jurassic Park.

I sat down on the stiff, warm wooden bench on the musty ferry, as the loud motor churned at the water, attempting to pry itself from the land. Mexico was playing Nicaragua in Little League baseball on a tiny, fuzzy television set, so I sat down with some other men and entered the conversation. One guy’s favorite team was the Boston Red Sox, while the other’s was the LA Dodgers. The Dodgers fan spoke nearly perfect English – turns out he grew up in LA, but left the states for one reason or another. Now he lives on Ometepe, working as a chef.

I got up early on the day I planned to climb Madeira, the smaller, more forested volcano on Ometepe. As we clambered up a trail toward the entrance of the park, our guide, Harold, gave us a quick Ometepe history lesson (currently it has 47,000 residents, but the first inhabitants came here 4,000 years ago), and showed us some 2,000 year old petroglyphs.

He commented on the state of Ometepe. Tourism has greatly improved the quality of life on the island. For example, there used to be two schools on the island and now every town has its own school. There are still plenty of problems, one being sexual education – Harold’s wife has 64 siblings.

Sure, there are problems, but Ometepe is also nearly self-sustaining – almost all of the fruit, dairy and meat products come from the island or the lake. Unlike much of Nicaragua, there is a recycling program on the island, the animals look much healthier and in general, the people have a much greater respect for nature.

Regardless of what I am doing, I am learning every day. I am so incredibly grateful for this opportunity.

 

Granada

I wandered down the streets of Granada looking for a cab, but had no such luck. Two men, one who spoke English, near the Parque Central persistently offered me a taxi, though something in my gut told me not to go with them. I can’t really explain it – the offering of assistance felt insincere.

And then out of nowhere, a taxi driven by an older man came whipping around the corner and stopped right in front of me. There were already two women and two kids in the backseat, but he saw the other men attempting to strike a deal and immediately undercut their prices. This time my gut told me to hop in, so I did.

Minutes later the man asked me where I was from. “Los Estados Unidos,” I replied, which disrupted his calm demeanor and brought about a new energy in him.

“Los Estados Unidos es el mejor país del mundo,” he declared dramatically. I was pleasantly surprised and honestly taken aback. Most people here have been very friendly and helpful, but not to the point of declaring my country the “greatest on Earth.” He went on to explain that while the U.S. does some bad stuff, all countries have bad people, and the U.S. helps those in need. Plus, they have Major League Baseball (his brother lives in San Francisco, so he is a Giants fan).

We went back and forth talking about politics, baseball, poverty, his favorite U.S. presidents (he really liked Ronald Reagan), communism, war, etc. He explained why he feels democracy is so great; “democracy allows us to be friends,” he said, extending his hand. As I shook it, and told him my name was Wilson, he smiled and exclaimed, “Como la pelota!” – “Like the ball (from Castaway).” As we neared my destination the road became muddier and rugged; he slowed down and looked gravely at the rough terrain ahead. He then turned to me and said what might be the only words he knows in English, “I’m sorry, Wilson.”

The sincerity in his voice was heart wrenching. He felt as though he was letting me down – after that single sentence, the conversation switched back to Spanish and I assured him that everything was just fine.

Little did he know that was one of the coolest taxi rides of my life and a moment I’ll never forget.

I bid my new friend farewell and gave him a nice tip. Holding the money in his hands, he looked up, smiled, and said – “Dios bendiga usted y Los Estados Unidos” – “God bless you and the United States.”

And with that he was gone.

Adapted for the Foster Blog with the help of Wilson Carletti. More episodes to come. Follow his unabridged journey here.

Storyform is shaking up online storytelling

Sam Altman, the president of Y Combinator, says you should never s do a startup just to do one. “There are much easier ways to become rich,” he says, “and everyone who starts a startup always says that they couldn’t have imagined how hard and painful it was going to be. You should only start a startup if you feel compelled by a particular problem and think starting a company is the best way to solve it.”

It was this advice that led Rylan Hawkins (BS 2009) to leave his job at Microsoft in the summer of 2014 and start his own company. “I believe in a better online reading experience, and I’ve decided to go after it,” says Hawkins, now the co-founder and CEO of Storyform, a framework that allows publishers and photographers to share their stories online in more captivating ways.

Storyform BannerHawkins and his co-founder, Luke Clum, believe that the current state of online reading—static content, complex designs, distracting layouts, relentless popups—diminishes the stories that authors are trying to tell. With Storyform, publishers can create “immersive narratives” on their own domains that truly engage their readers. They’ve done away with distracting sidebars and replaced scrolling canvasses with full-screen magazine-style pages that feature eye-catching layouts and interactive elements like video. They’ve also discarded traditional web page advertising in favor of ads that are sleeker and better integrated. “Not only will readers be engaged with beautiful story content,” says Hawkins, “they’ll also find the ads beautiful.”

storyform-ogThough Storyform is not even a year old, Hawkins is no stranger to startups. “I had three startup experiences in college,” he says, referring to VibeGlobe (BPC 2009), a platform to help nonprofits raise money from younger donors; Visual Schedule Finder, a program that allowed UW students to search for the perfect class schedule; and YourSports, a startup that is still thriving in the hands of CEO Chris McCoy (read about it below!). Hawkins reflects on each of his early startups as great learning experiences that he can apply to Storyform, and those lessons-learned seem to be paying off. Storyform currently has 1,900 registered publishers in countries around the world (a number that is growing about 10 percent a week) and they have logged over 17,000 hours of user engagement.

So what’s next on the road to Storyform’s success? “We’re still very early-stage, so we’re bootstrapped right now,” says Hawkins, “but we’re preparing for a first round, learning the fundraising space and meeting with everyone we can.” In the meantime, Hawkins and Clum will keep working on what got them into the startup life in the first place: transforming the way stories are told.

Click to share
Click to share

YourSports: connecting the world online through sports

March Madness is coming, and athletes, coaches, and fans all over the country are gearing up for another exciting season—the sweat, the competition, the glory! But Chris McCoy (BA 2011) is excited for another reason. March Madness 2015 will mark the public beta launch of a startup effort seven years in the making. YourSports is a new sports networking platform that aims to change the way people connect through sports online.

“Sports is the ultimate connector,” says McCoy, who started YourSports during his senior year at the University of Washington. “It has an inherent ability to build relationships at all levels—high school softball teammates, 2010 Winter Olympics competitors, 12th fans—but until now these relationships haven’t been collected online in a centralized location.”

YourSports Graph BTCSure, you can find fellow fans or your college soccer teammates on Facebook or Linkedin, but there’s a lot of chatter on those social platforms, and only a small portion of it is about sports. There’s also many mainstream sports media websites, but those don’t offer the personalization that comes with social networking sites. McCoy is banking on the belief that sports communities want a personalized dedicated sports experience.

McCoy explains that social platforms connect people by interest. “Think of it this way,” he says, “Facebook was student directory-meets-social network. Linkedin is resume-meets-social network. YourSports does the same with sports data. We’ve taken the most comprehensive historical and geographical sports data on the planet and gathered it online in one place to unite teams, athletes, fans, and influencers from all levels, throughout history, and around the world.”

YourSports - chris and russell wilson
McCoy (right) with Russell Wilson

YourSports currently employs about 20 people—mostly engineers and data scientists—in 9 cities, working to build out a platform based on millions of pieces of local and national data from 100+ years of sports history. They have already created 500,000+ profiles of athletes, schools, and sports venues, raised $1.7 million in angel investment, and have seen a steady stream of people joining (“in the low thousands”) since launching their private beta in 2012. McCoy has also recruited a strong board of advisors, including ESPN.com senior baseball writer Jerry Crasnick and Ward Bullard, former head of sports at Google+. After YourSports’ public launch during March Madness, McCoy will continue to work on the next step: monetizing YourSports using a commerce model that connects users with places and products recommended by their favorite athletes. “If we get it right,” says McCoy, “YourSports will become one of the most interesting sports marketing and commerce platforms on the planet.”

Click to share
Click to share

Career fair success

Career FairThe Foster School’s Professional Sales Program and the Husky Sales Club pulled off a huge win. On Tuesday, February 24, over 35 corporations joined us for our most successful Career Fair yet. A representative from E&J Gallo said, “This is the best Career Fair we attend. You have the right student population and potential employees for us.” Close to 200 students connected with potential employers to talk about opportunities and careers in sales and to explore the variety of opportunities.

The Professional Sales Program would like to recognize the Husky Sales Club for helping plan, recruit, and execute such a large event. Sponsors are signing up for next year already.

Checking in on YEOC: The January and February Sessions

YEOC Session: January 2015
With their polished resumes and personalized YEOC business cards in tow, students kicked off the January 2015 session by attending the first ever YEOC Resource Fair. Program Manager Korrie Miller says that over 23 companies and non-profits (Microsoft, Foster Lavin, Girls Who Code, and YMCA to name a few) participated, interacting with students and helping them find summer jobs, internships, and even scholarships.

The remaining activities of the day focused on finance, both personal and professional. Students heard from Mentor Joshua Banks on the importance of investing and from Microsoft Finance Director Cliff Camp on the significance of the mentor-mentee relationship. Students also learned how to navigate financial aid packages and create personal budgets via the financial freedom game, led by Mentor Maria Garcia.

See photos of the January session below:Resource Fair

Intro to finance course
Cliff Clamp

YEOC students

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

YEOC Session: February 2015
The focus on this month’s session was iCreate Consulting Challenge, YEOC’s annual commercial competition. Working with partner organizations the Urban League of Metropolitan Seattle (ULMS) and Foster’s Consulting and Business Consulting Center, students were tasked with developing a marketing strategy and viral Instagram video for a burgeoning, education-focused organization. In line with YEOC’s mission to address inequities in the high-school-to-college pipeline, the group receiving consultation was the Urban Technology Center, an initiative of ULMS designed to attract underrepresented students to STEM.

After hearing Michael Verchot, the director of the Consulting and Business Development Center, discuss past consulting projects and ULMS Board Chairman Nate Miles argue the importance of resiliency, fellow ULMS Board Member Kia Franklin divulged the specific challenges facing the Urban Tech Center’s launch in Seattle. Under the guidance of Mentor Danielle McConnell (a YEOC alum herself) and the Mentors-in-Training, students separated into groups and began working on their marketing plans and videos. After only an hour and fifty minutes of preparation and feedback sessions, students then pitched their ideas to a panel of judges, their parents, and the many others in attendance. Program Manager Korrie Miller reports, “It was a packed house!”

See a few photos from the session below. Student photos and video can be seen here.

Nate Miles
iCreate presentation
iCreate judgesYEOC students

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Photo credits to YEOC mentors Emmeline Vu and Skyler Rodriguez.

This blog post is a part of a series focusing on monthly YEOC student activities. Visit the YEOC page to learn more about the program.

Foster “pays it forward” with over 1,500 volunteer hours

Guest post by Nella Kwan (BA 2017)

Foster's Week of ServiceAt the Foster School of Business, students are not only focused on excelling in their coursework and extracurricular activities, but are also using their skills and talents to give back to the community. Each year the Foster School hosts a Week of Service and encourages Foster student organizations to participate by hosting a philanthropic event for a charitable cause of their choosing. This year, our theme was “Pay It Forward” and the hard work and dedication of Foster student organizations resulted in over 1,500 volunteer hours devoted to aiding a variety of charitable causes and organizations throughout the community.

We would like to sincerely thank our generous sponsor, UPS, and everyone who participated to make a difference and make this year’s Week of Service our most successful one yet. We hope to continue the Week of Service for years to come and cannot wait to witness the amazing impact Foster students will continue to make on the community.

Below are highlights from this year’s service week.

American Marketing Association teamed up with Ad Club to fundraise for the Fight For Air Climb hosted by the American Lung Association. Their efforts allowed them to fundraise over $250 to the event.

Business Information Technology Society (BITS) organized a pizza fundraiser throughout the Week of Service, raising both funds and awareness for St. Jude Children’s Research Hospital, and donated over $300.

Beta Alpha Psi and Foster Finance Association volunteered at an Earthcorp event and helped remove invasive plants and blackberries around the community.

Business Leaders in Healthcare partnered up with Operations Supply Chain Management to create care packages to send to our troops.

Undergraduate Women in Business and Business Ethics Association co-hosted a Week of Service Mocktail Party that allowed attendees to not only mingle with fun drinks, but to also participate in an interactive workshop on cocktail party etiquette. Their proceeds were donated to support the YWCA Dress for Success Program.

Alpha Kappa Psi got together with Husky Sales Club, ALPFA, and UW Society for Human Resource Management to clean up The Ave.

Business Impact Group and Undergraduate Management Consulting Association took a trip to a local Boys & Girls Club to shed some knowledge about career opportunities.

Out for Business partnered with the Chicken Soup Brigade to help package nutritional meals for those dealing with chronic conditions and hunger.

AIESEC and CISB (Certificate of International Studies in Business) collaborated to collect item donations that were then donated to StandUp For Kids in order to help homeless youth in our community.

The Association of Black Business Students and National Association of Black Accountants volunteered at the Rainier Vista Boys & Girls Club and helped with organizing and cleaning up.

ASCEND and Asian Business Student Association passed out information and promoted UW Red Cross.

Start Up UW, Montlake Consulting Group, and Husky Traders hosted an event to promote VenturePolicitics, a startup focused on lobbying for immigration reform at the White House.

- Faculty perspectives, alumni happenings, student experiences, Seattle and Pacific Northwest community connections, and a taste of life around the Foster School.