Any successful organization is built on effective communication, and Rachel Ervin has been instrumental in improving the American Marketing Association (AMA) chapter at Ferris State University's messaging on several platforms. Rachel has embraced her leadership role as a senior marketing major with a minor in digital marketing, assisting Ferris AMA in enhancing its presence and engagement.
Embracing the Communications Role
Rachel describes her excitement for the position as two-fold: "What excites me the most is feeling like I have a role and also building the necessary experience for the real world. Joining AMA has significantly impacted my career, and I'm forever grateful. Taking on a leadership role has made it even more rewarding."
Despite her initial lack of interest in communications as a career route, she has gained valuable skills from her work with Ferris AMA that go beyond digital marketing. She has unexpectedly developed her skills, from managing several platforms to reconstructing a website.
Tailoring Messaging for Different Audiences
Making sure the messaging is effective and transparent across all platforms has been one of Rachel's primary duties. "I use emojis and maintain a welcoming and friendly tone on Ferris360 and Instagram, targeting a college student audience," she says. "I switch to a more professional tone on LinkedIn, which appeals to industry professionals and alumni while still being relatable to students."
In order to maintain a strong brand voice for Ferris AMA and keep both current students and professional contacts interested in the chapter's updates, her ability to modify tones for various audiences has been important.
Notable Projects and Achievements
When Rachel thinks back on her time in the position, she cites two accomplishments of which she is very proud. The first is that, for the first time, the chapter consistently used Instagram Reels. "It was rewarding to add something new to our chapter's social media strategy, and creating reels was really fun on both a personal and professional level," she adds.
The second is her participation in the chapter's blog. "I never imagined that I would be writing blog entries, but now I do so once or twice a month. I still find it unbelievable," she says.
Tools for Success
Well-organized and multitasking skills are essential for success in Rachel's position. "The most beneficial tactic has been maintaining a lengthy to-do list," she says. Because there are so many moving parts, maintaining organization has made it easy to handle internal and external communications, website changes, and social media.
Advice for Future Communications Leaders
Rachel's journey to this position wasn't ordinary. "I said no right away when I was initially offered the position." She acknowledges, "I didn't feel compelled to take it on, and it seemed overwhelming." But she saw it as a second opportunity when the original candidate withdrew. "I knew that I would grow if I pushed beyond my comfort zone. My advice? Never pass up a chance to broaden your skill set, even if it's something you never imagined doing.
In addition to improving the chapter's communications, Rachel's work with Ferris AMA has given her valuable experience for her future career. This experience proves her strength in taking on leadership responsibilities, accepting challenges, and finding new interests.
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