Jacob Stone ’17 Benefits of LABB


Stone ’17

I would like to thank the Lilly Endowment for funding this program. The LABB Program thus far has been an amazing experience. I have learned so much from the program and it has made me more interested in owning my own business one day. I have met alumni with amazing stories and who continue to uphold the tradition of excellence typically found in a Wabash Man. What I have seen is that these men have fought hard to grow themselves as well as their businesses. I want to apply this to my business plan because while it might seem hard now there are things that will be much harder later. The exposure we have gotten from Joe Trebley and Tony Unfried has given me many new ideas that I can use toward my group presentation.


Stone ’17 poses with for a selfie at JMI

This program has also shown me that a liberal arts education is very helpful to have in the real world. After Wabash I will be educated in many different fields and will be able to carry on a conversation in just about anything. This aspect is extremely important to the business world because networking and connecting with people is crucial if you want to start your own business. The LABB program is a great program and has become a fantastic talking point that I can use during job interviews or as an example of my experience. Before doing the program I had no prior experience and now I feel more prepared to take on the world.


Ezequiel Godinez ’18 The Blue Depths of Marketing

blog picFirst off, I would like to thank the Lilly Endowment program for providing me with such an incredible opportunity. I applied for numerous internship positions, but I was very excited when I found out I had been chosen as the intern for Blue Marketing. I served, over an eight-week period, as a graphic design/ social media “guru” for Blue Marketing located on Main Street in Crawfordsville. Blue Marketing is an award-winning, full-service advertising agency that serves a variety of businesses and organizations. With Blue being a smaller company, their size and expertise allow them to manage all of your advertising and marketing needs such as the following: marketing campaign, company brand strategies, and logos, and working on a single projects. Over time, they have retained many faithful and active clients that play a big part in their success! My time with Blue Marketing was a wonderful experience that I was extremely thankful to be a part of. I learned what “work-life” was like in the business aspect of the working world. I not only gained, but I also strengthen a few key attributes that will surely prove effective later on in life. I felt as if I strengthened my trustworthiness and independence with my employer by showing up on time every day to work ready to present my materials to my coworkers. I consistently offered any helpful advice with the topics at hand because I represented that younger audience that Blue Marketing, if they could connect with this pool of youth, could establish connections they would hope to develop over time. I got to study and research what today’s social media experts like and dislike in posts and images. With my position in the company, I was constantly on the computer. I revamped the company’s social media in Facebook, Twitter, and Instagram realms. I was able to bring my perspective on what “followers” and “friends” on these sites liked to see and mess around with. I brought lots of content, contests, and engaging information to these audiences and felt that I was very successful in my actions! Examples such a new page likes on Facebook and new Twitter followers furthermore proved the methods I was using were proving effective. I worked mostly on Facebook and one of my key projects involved the “building up” of the 2015 Crawfordsville Strawberry Festival. Bringing my creative/spontaneous mind to the table, I came up with a few games and ideas that proved successful and showed in the huge crowds the festival gathered over the weekend! The memories and picture I took are surely something I will not forget! Additionally, I learned to create different designs and edits through Adobe Photoshop, Illustrator, and InDesign programs on a Macintosh computer. I truly value these skills that I have gained throughout this process and hope to maintain these skills so they may be a valuable asset in my job search some time from now! Thank you very much for this experience to explore the blue depths of marketing and I am greatly honored to represent such a prestigious school in Wabash and such a great program through the Lilly Endowment! Thank You!

Maetrics and I by James Suess ’17

Suess, Jim Picture-BlogThis summer I had the opportunity to work on the fifteenth floor of the tallest building in the area. On my first, thirty-second elevator ride to Maetrics’ domain I remember being nervous, but maybe more anxious. I didn’t know what to expect. I was there for a marketing position, but I had never taken a marketing course in school, nor read more than a few articles online about the subject. To make things worse, I was told in the introduction meeting that the sole marketing guy for their firm had moved on to a new company just a few weeks prior. At this point, I doubted how beneficial this internship would be, but soon after they explained what I’d be doing for them.

Over the course of the summer, I was to be their social media marketer and utility man. Maetrics uses the social media managing service, Hootsuite, which provides a platform for businesses to organize and schedule automatic posts. For the first few days, I was gathering a sense for the industry to understand how things worked, and what kinds of articles to post. I quickly learned what is right for a tweet is not necessarily the best for a LinkedIn or Facebook post. I researched the best social media marketing practices by looking at competitors’ pages to see what they did right, and by sifting through the various articles on social media. We developed an employee engagement survey to help gain feedback from employees, and hopefully be able to take a few quotes for our LinkedIn profile. Another project I helped complete was reducing a 3,500-word whitepaper into a 3,500 character, one-page magazine advertisement. Every morning I would gather information on the life sciences industry and our clientele to send the management team a daily update. I was able to sit in on weekly HR meetings and even offer my opinion when I thought of a good idea. The recruiters asked me to create beneficial tag lines to put in a pamphlet that we will give out at conferences when trying to find fresh talent. The best part of my internship was the president of the company’s go-to guy when it came to research. Every week he would have new companies, people, and products for me to research, so it kept me on my feet and gave me experience in digging to find information.

All in all, I enjoyed my time at Maetrics, and would recommend this company to anyone. My coworkers made the office a fun place to work, and the management works alongside you, not over a top of you. I am grateful to the Lilly Endowment for providing this opportunity to me. I now have a better picture of what I’d like to do after Wabash.

Jeremy Minor ’16 Licensing For The List


IMG_0116As I wrap up my eighth and final week interning at Angie’s List, I have been reflecting on all of the meaningful experiences I’ve had since arriving on June 1. After spending this past spring studying abroad in Spain, I was very nervous about returning home and immediately starting an internship. Those worries were quickly put to rest during my first week because of the culture at Angie’s List, the people in my department, and the variety of my work.
Angie’s List has two locations in Indianapolis. The first of which is called the Landmark building that mainly houses the sales team. The second location, in which I am located, is a campus that is just one mile from the center of Indianapolis. The campus is small and very easy to navigate, much like the campus at Wabash. Each building is unique and houses one or a few different departments within Angie’s List. I work in the Campaign building, which is painted and decorated much like the building of someone running for political office. From the moment I walked in the door, I noticed the difference in culture that Angie’s List has. The dress code at Angie’s List is casual, so I was able to wear khaki shorts and a nice shirt on a daily basis and fit right in. This is much different than the internship I participated in last summer, in which I was required to dress professionally on a daily basis. While the dress code is more relaxed than most big companies, everyone still has to put forth their best effort in the work that they do on a daily basis.
This summer, I was given multiple unique projects that involved licensing for the Service Providers that use Angie’s List. I also ran a Daily Report for the new Scorecard feature that involved me learning some new skills on Microsoft Excel and implementing those skills on a daily basis. The project that I spent the most time on was the creation of a spreadsheet that details the unique requirements for General Contractors in all 50 states. I would go through each state’s General Contractor licensing requirements and determine details such as: how much it costs to receive a license, what educational requirements (if any) there are, and what type of insurance is necessary to obtain before performing and General Contracting work. As I wrap this project up, I am nearing 40 pages of information solely for General Contractors. I also created an Excel sheet that organizes each category and summarizes the requirements. This benefits the company in many ways, but the largest contribution goes towards those that perform audits on General Contractors. They can easily look through the database and know exactly what is required of a General Contractor anywhere in the United States and complete the audit more quickly and efficiently.
While I enjoyed the work culture and the projects that I worked on each day, my experience at Angie’s List wouldn’t have been as positive as it was without the people that surrounded me on a daily basis. The Fulfillment department was extremely friendly and helpful from start to finish. One of these people was Scott Morrison, a 2014 graduate from Wabash, who is working at Angie’s List as an Orr Fellow. Scott, along with my manager Bethany Hart were both great resources and I enjoyed working with them on a daily basis.
As I finish up my last day at Angie’s List, I am thrilled that I was given the opportunity to intern here for eight weeks. I’d like to thank Angie’s List, Wabash College, and the Lilly Endowment for allowing me to participate in this Internship. I will miss the people in my Department and the other interns that I met through the experience, but I am also excited to begin my senior year at Wabash.

Christian Rhodes ’17 Hanapin Marketing Internship

christian winning office olympics

My name is Christian Rhodes, and I have spent my 2015 summer working in Bloomington, Indiana at Hanapin Marketing, which was founded by Wabash Grad Pat East. I have been working as Hanapin’s digital marketing intern, and it has been an awesome experience. I cannot thank the Lilly Endowment enough for giving me the opportunity to work with such a reputable company that is an expert in their field.

Before starting my internship, I knew absolutely nothing worthwhile regarding digital marketing. I had no idea that the ads that pop up in Google searches are PPC advertising. I had no idea that those ads are placed there with no charge to the company. I had no idea that if the ad is clicked, there was a predetermined “bid” or amount the company was willing to pay once their ad is clicked. Little did I know that I would soon be able to write ad copy, run ad testing cycles, and know how to perform analysis of companies websites through platforms such as Google analytics.

On a day-to-day basis, I don’t report to a specific person. Yes, I have a designated supervisor, but it would be pointless for me to check in with her on a daily basis. I know what I have to do as part of the team, and if I need help/ have questions, I know here she is. I have been working closely with account managers and production specialists in building out new ad copy testing for new ad campaigns that specific clients want to be tested.

I recently completed a week where one of our account managers was on a 12-day vacation. During those 12 days I was tasked with testing 4 different brands campaigns and I had to determine a winner of a test between ad “A” and ad “B” using an excel macro function that took into account: number of impressions, conversions, and percent of conversions. Once a winner was determined (ad “A”), I needed to build out an ad campaign that tested the ad “A’s” brand in the title vs. the brand in the description. Once I got the ads QA’d, I could upload them into the Google ad words editor. Once in the editor, they get checked one last time before they are posted as live ads.

Once the ads are live, I let them run for a week or two to be able to see how they are performing. Based on their performance the account manager will decide if they want to run another test or the necessary bid changes to make the ads perform better and increase the number of conversions or impressions based on whether the ads are e-commerce or lead gen targeted.

That is roughly what I do on a daily and weekly basis. I also write journals for the HR team with feedback on my internship so that they can make the onboarding process for interns smoother and easier in years to come.

Hanapin has a very laid back culture: there are many alternative workspaces, the dress is relaxed business casual, we play office games, and even have had an office Olympics afternoon. I am proud to say that after a hard fought battle I came out victorious as the Gold medal winner in said Olympics.

All in all my summer at Hanapin Marketing has been an eye opening experience. I have learned more in the field of Pay-Per-Click advertising than I could have ever imagined.

Kenniss Dillon ’16 The Legalese of Marketing


Dillon ’16

We began the week with a collective group survey, critiquing everyone involved in the LABB program. By the end of our 5th week participating in the LABB program, I learned how critical thinking skills and open-mindedness is necessary for business and many other parts of life. My pledge brother called the LABB program a “practical application of our liberal arts education”. The critical thinking, research, public speaking skills and ability to work alone and in groups, are all developed here at Wabash College. Producing business plans, consulting on projects and the other assignments and case studies we’ve done in the 5 weeks of our internship will further help us improve as we continue past Wabash and go into our post-graduate school/ career.

During the week, I was given the opportunity to visit Just Marketing International (JMI) in Zionsville, IN. JMI is one of the biggest motorsports marketing firms in the world. At JMI, we learned how closely guarded some information is. The legal restrictions, and level of accountability held by everyone in the racing motorsports from the drivers to secretaries of the lawyers who negotiate deals with their sponsors. Internationally he told us how data that was kept on a server in the different country was put in jeopardy. He and the JMI team had several assistants collecting survey data on iPads. When these iPads were left unattended, they were stolen. The first thing he said he did was call his attorney and then the data collection service to ensure the data was backed up on their servers. In this scenario, the individual iPads themselves was less important than the data that was collected.  This segued into a way that we could make our apps more profitable. By tracking data, collecting demographic information, and tracking purchase history we can make our app usage unique for every user. Plus, businesses that want to reach our target market would potentially pay for the data that we collect so they can improve their marketing strategies accordingly. This week was another chance to witness all of the achievements that the Wabash Mafia has created. This week allowed me to get a glimpse at more successful Wabash Alumni while also motivating me to push myself and my peers towards greater success. I would like to thank the Lily Endowment for granting me this opportunity to broaden my horizons in the world of business.

Alejandro Reyna ’17 Because Someone Helped Me


Reyna ’17

This past Thursday the LABB group visited two Wabash men in their nesting grounds. Joe Trebley, who is the Head of Startup Support and Promotion at the Indiana Research and Technology Corporation in Indianapolis (IURTC), and David Waldman the Co-Founder of Triton Brewing Company.

Talk about two distinct paths with more peculiarities. Joe and David both personify how a person works with unwrought materials and makes their own polished product that is their profession. What I learned from both of them is something you just cannot learn in a classroom.

While at IURTC Joe told us how he got to IURTC working with Startups with a Ph.D. in Medicinal Chemistry. His story was filled with successes and failures and like and prudent Wabash Man, Joe said he learned more from his failures. Joe through those hurdles was able to blend “science and business,” the two things he saw himself wanting to work with. At IURTC, Joe aids IU students and professors take their research ideas and make them turn a profit. One of the great Startups that he is working on is changing the treatment for PTSD victims.


LABB students, Zack and Alex share an umbrella while waiting for their food in front of Triton Brewing

That same day the LABB group visited Triton Brewing Company and we met David Waldman. David was an English major at Wabash and now owns Triton Brewing Company. David humorously gave us the ups and downs of how runs a successful business that, as he put it, produces a “controlled substance”.  It was a change of pace from being in an academic/professional setting at IURTC to then a brewery. What was the same with David and Joe is they both acknowledged that they were talking to us and giving up their time “because someone helped” them when they were a bit unsure of what they wanted to do. David and Joe knew maybe some of us might be unsure but that they were there to help us.

David and Joe did teach us a lot about what they were doing and how their Wabash education helped them get there. While a majority of LABB is in the classroom reading very interesting Harvard Business Cases, getting out interacting with successful alumni doing what they enjoy is also a very beneficial part in LABB. Many thanks to the Lily Endowment for this opportunity!

Delon Pettiford ’17 Real World Marketing Applications


Pettiford ’17

During week three of the LAAB internship we transitioned to the ideas and strategies of Business of Marketing. Throughout the week we learned a numerous amount of relatable business terms for marketing, strategic marketing vs tactical marketing, and the importance of networking. Monday we all had given our own business pitches for a theoretical restaurant which allowed us to use some of these experiences in a real world situation by creating things like income statements, balance sheets, and marketing strategies. We have also been given great opportunities like meeting alumni such as Rob Shook IBM’s chief strategic industry solution. His talk about motivation, creating opportunities for yourself, and networking was great encouragement for us to reach out to alumni because they are here to help. He spoke of how he stood on alumni’s shoulders to reach his goals and as a Wabash man he owes it to the college to pay back his dues and help out the younger generations of Wabash students.


LABB students finishing up their negotiation practice

Throughout the internship I’ve learned real world business situations from the many hands-on activities we’ve done throughout the internship, site visits of different start up business, and building relations and meeting alumni. I’ve also learned to speak “business” in the sense of learning many different business vocabulary and understanding all the paperwork behind starting and owning a business. I would like to give a huge thanks to the Lilly Endowment for funding the program. I’ve learned so much in the first three weeks that can be applied to many real world situations. With my Rhetoric major and Econ minor I plan to get into business marketing and then one day own my own business. This internship has opened my eyes to the actual work that goes into business and has motivated me to continue to follow my dreams because they are definitely obtainable with hard work and dedication. Thank you Lilly Endowment

Connor Rice ’17 Continued Education in Marketing


Rice ’17

First off I would like to take a brief moment to thank the Lilly Endowment for providing me with the opportunity to take part in the LABB program. This week we welcomed our instructor Roland Morin, back from relinquishment of his role to Will Weber ’11 who is was versed in finance and took on the responsibility of imparting his knowledge onto us. At the beginning of the week we did our restaurant pitches that were supposed to one, give us an idea of what being an entrepreneur is like, two, to provide us with the experience to give pitches in front of judges who acted as potential clients, and finally as Roland delicately put it, “to never want to start a restaurant ever”.  I thought all the members of the Labb program did a fantastic job presenting their restaurant ideas to the judges and I quickly became aware of how innovative my fellow co-workers are.  My group in particular received the most investments from the judges so we were very excited that they found the family restaurant to have the most potential out of all the great ideas that the other groups presented.  Later that week we had Dean Raters come in and present his consulting project that presents a challenging but doable task.  My colleagues are excited to begin working on that project and I am sure they will be efficient and effective with their efforts.  With Roland back in the mix we

The LABB students sit and listen as Dean Raters explains their upcoming consulting project

The LABB students sit and listen as Dean Raters explains their upcoming consulting project

went through a Marketing 101 crash course that took us through the essentials of marketing and it gave us an opportunity to practice the strategies and concepts we learned in group activities.  After participating in the marketing immersion program and my brief experience with the Labb program I believe that marketing is the career path for me.  Roland’s expertise in the field has and will be valuable for myself and my co-workers for the duration of our internship and for possible future internships.  We capped off a successful week with guest speaker, Rob Shook talking about his career with IBM and the keys to having a successful career in business and in life.  I was moved by his words and he is definitely an alum that all Wabash men should aspire to become.  He has proven to be a successful man of the industry as well as a man of faith and for that I can call him a hero of mine.

Thanh Tran ’17 The Art of Persuasion


Than and Pete


Thanh Tran ’17- It’s hard to believe that 5 weeks of my internship had already passed. The last 5 weeks was an excellent work experience. Speaking of email marketing, people may assume that there’re not much work involved in it. As I told my friend once about my internship title, he asked me: “So you just sit there and click the send button?” I wished it could be simple as that but “unfortunately”, in fact, it was not. I have to admit that I was a bit worried before my internship started since I just finished my first year and didn’t have many course works in business. However, with the step-by-step instructions from Curtis Peterson ’10 and other team members, I was able to learn and enhance my skills substantially in marketing.

Angie’ List is a consumer-reviews company whereby people sign up for membership to view the reviews of other customers and use the recommended services. In other word, it’s a reciprocal platform of which Angie’s list suggests the best service providers to consumers and in return, the consumers leave the reviews after they use the services. The Email Marketing team, of which I intern in, is a core function of that review-based system. Our job is to get the members to sign-up for membership as well as help them leave the reviews after they use a service or purchase a deal. Our team has four great members. They are Jared, Weston, Seth and my supervisor, Curtis Peterson. My internship wouldn’t become a great learning and working experience without the dedicated guidance from Jared and Curtis. As I mentioned above about the email marketing function, my internship tied to the review collection, including updating and analyzing data. On a daily basis, I handle most of the tasks with Excel and some specialized email marketing tools, which are ExactTarget, Formstack, FTP and AL-tool. On every Monday, I cleaned up the submission spreadsheet that I pulled out from Formtack to calculate the conversion rates of the test and control groups. Then, I conducted A/B split tests to determine which one is the winner of the weekly email campaign. I also sent out review emails to over one million member on every Monday, which was quite intimidating since a small error could mess up the whole process. On Friday, I executed quality assurance (QA) to ensure proper emails templates and resolution regardless of viewing screens before they were sent. In addition, the best part of my internship was the email project, thanks to the great initiative of Curtis Peterson. First of all, I created four types of Gmail accounts based the increasing level of engagement: they never engaged, rarely engaged, less engaged and engaged. With those accounts, I signed up for Facebook, Twitter, LinkedIn, TripAdvisor, HomeAdvisor and Yelp. I keep track of the emails from those websites to calculate the email frequency as well as the way they approach members with respect to different engagement degrees. And for that reason, my project is also called the email “spy” project. Indeed, I found out very interesting things about how each Websites above email their members. For instance, Facebook keeps the same subject lines for their emails, whereas LinkedIn tweaked their emails a lot.

than and Pete 2

Speaking of my internship, it would be a serious mistake if I didn’t mention the workplace environment at Angie’s List. Angie’s List does care about its employees. Indeed, we don’t have to wear business casual to work. People can wear whatever they want as long as they’re appropriate. There is a small gym on campus where employees can have a short break to work out. Angie’s List employees can enroll in a fitness program of which they get awarded for a number of pounds they lose. During my internship, the human resource team organized an Interns Olympic Day where interns competed against each other in a variety of outdoor games. It was a fun day as all of us have the great opportunity to know each other. My friend Shelby Logan from Northwestern University won the Intern of the Year. Along with that, working with my team is an interesting thing too. People here are very friendly as they’re willing to help when you reach out to them. We also have a Friday lunch that people at the Marketing department can have lunch together. Just so you know, I had a Friday lunch with Angie Hick once. As my supervisor Curtis told me on his last day at Angie: “Money is important but not everything, what matters is who you’re working with.”

Now, I can say with confidence that my knowledge of email marketing was substantially improved. What you show on your email has a significant impact on the viewers. It can be a subject line, a picture or an appealing call-to-action. Email marketing is cost-effective, yet the most effective marketing campaign. With that being said, it’s a job that requires creativity, innovation and meticulous analysis.

Than and Pete 1

Finally, I would like to take my last part to thank Wabash College for offering such great opportunities like this to Wabash students. I also want to thank Lilly Endowment, Inc for providing me this opportunity. Without the funding from Lilly, this would not be possible. Last but not least, I want to say my biggest thanks to Curtis Peterson ’10 and Jared Campbell for guiding and teaching me with great dedication.