Carlson Marketing Worldwide

Work Under Doug Rozen at Door C

I began my internship at CMW as part of a class in my senior year of high school, which allowed me to gain actual work experience opportunity in place of the last portion of my regular school day. The class required that I complete a total of 12 informational interviews throughout the year as part of my selection process. In addition to CMW, companies I interviewed with include Target, Best Buy, the Minnesota Twins, Hart Skis, J. Walter Thompson, and Periscope, among others.

I chose CMW as my internship site in December of 2007 and began my work with the group in early January of 2008. I had interviewed with Mr. Doug Rozen, the head of "Door C," CMW's interactive and creative arm. Door C's goal was to utilize new and emerging technologies in innovative ways to best suit client needs.

Mr. Rozen gave me what amounted to a "pet project" that was my own to pursue. I was tasked with attempting to determine hallmarks of the Millennial generation based on that demographic's use of technology. The project was named "Generational Use of Technology," or "GUT" for short. I conducted a large amount of research using both primary and secondary sources to create a final deliverable that CMW could use to help its clients access Millennials in the future. Primary research included conducting a series of three focus groups on my own, as well as creating an online survey. Thirty Millennials were interviewed for the focus groups, and approximately 200 online survey responses were collected using SurveyMonkey. Secondary research included the use of industry-standard statistical databases such as eMarketer and Forrester. The screenshots below link to the PowerPoint deliverable.

In addition to my work on GUT, I also did research into URL construction. Essentially, this deliverable was designed to determine what method of website mapping was most useful. For example, is www.page.website.com more intuitive for a consumer or is the more normal www.website.com/page preferred? Following that work, I began another project examining the potential applications and degrees of success for the use of branded social networks. Essentially, a branded social network (BSN) is a social network hosted by a particular company. It can provide an excellent space to begin first person interaction between business and consumer as well as help create hype surrounding a particular product. A link to that deliverable appears below.

Finally, I was also allowed to conduct supplementary research and brainstorm for several major CMW accounts. These included research work on a pitch to a major airline as well as high-level brainstorming for a new approach to increasing interest in a national food service company. More information about my involvement with these actual accounts is available upon request. Please use the contact link in the menu above to make this request.

All in all, my time at CMW was wonderful. Everyone at Door C made me feel very welcome and respected me completely. The sense of inclusiveness at CMW was incredible and the experience I have taken away from my time there has proven invaluable.