Ch-ch-changes …

Charley Costa
Charley Costa


There is a famous quote that says “the only thing constant in life is change.” Well today’s work day proved just that. I walked into work today at 8:45 ready to get cracking on my project that I was assigned last week. Before I could even get to my desk, Wilson, an Account Manager at SFW grabbed and said “forget that other project you had, we have a client we need to prep for and we want your help.” Just like that, my day headed down a very different path.

This new client is a university that is looking for help in continuing to improve the school’s up-and-coming reputation. They are currently going through an RFP process, and SFW is one of the leading contenders for the project. I have been tasked with helping the team develop the pitch that will ultimately determine if this university will chose to use SFW for the next three years. I feel very fortunate to be given this opportunity because it is a perfect intersection of my professional experience: I will have to use my sales experience to help sell to this client, but also use my marketing background to deliver content that strategically aligns with what the University is seeking to accomplish.

This assignment also aligns perfectly with the reading I was assigned this week, which focused on “Delivering a Compelling Brand Positioning” in the book Kellogg on Marketing. The biggest take-away I had from the reading is the importance of understanding the category in which the product/company plays in and how it plays in the category. For a University, it is simple to understand what category it plays in (higher-education, private or public, etc) but very difficult to understand how they play in the category. We all feel so strongly about how our Alma Matters differentiate themselves, but in reality, most people do not know how universities they didn’t attend differentiate themselves in the market. This makes it very hard for developing a unique brand identity for a University.

This project is going to be an exciting project and is certainly going to keep me busy for the next few weeks. I am looking forward to see where it ends up going.