Samantha Casamento ’21, a strategic communications and journalism double major, reflects on the opportunity to learn about agency life and creative advertising.
As a strategic communications and journalism double major, Samantha Casamento ’21 has hosted her fair share of focus groups, but never participated in one herself. That’s why when the senior saw an opportunity to participate in a focus group for Baldwin&, she knew she wanted to get involved.
An advertising agency based in Raleigh, Baldwin& has a client list that includes Krispy Kreme, Burt’s Bees and Long John Silver’s, and helps these companies refine and spread their message through engaging campaigns and branding strategies. Casamento said Baldwin& is one of the most creative agencies she has encountered.
“I had never previously heard of Baldwin&, and after looking at their website, I was amazed at the work they produce for a variety of brands I know and love,” Casamento said. “I was so inspired by their campaigns and how creative they are.”
The September focus group aimed to identify how Generation Z, specially college-aged individuals, perceive purpose-driven brands. Casamento said members of the Baldwin& agency told students that in today’s climate, “standing by your values and taking a stand as a company and a brand matters.” And, through the focus group, the agency aimed to find out just how much.
“We were asked to give examples of brands we value and why. I mentioned my favorite coffee shop, Bitty and Beau’s Coffee, based in Wilmington, N.C., that has created a path for people with disabilities to become more valued, accepted and included in every community,” Casamento said. “This is my favorite coffee shop because not only do they have great coffee, but an incredible mission.”
The focus group consisted of primarily first-year students and sophomores at Elon, as well as one student from University of North Carolina at Chapel Hill, according to Casamento. Because Casamento was one of the upperclassmen participants, she said hearing from younger students at Elon was insightful, and she plans to take their perspective with her when she enters the workforce.
After participating in the focus group, Casamento said she was inspired to research agencies she can apply to post-graduation, opening her mind to a potentially new career path.
“Working at an agency can be so beneficial out of college because you work for a variety of brands and can truly learn so much from working in such a collaborative environment,” Casamento said.
The opportunity to participate in the Baldwin& focus group grew out of an industry connection with Assistant Professor Michele Lashley.