Bullhorn issue 6

BULLHORN

ISSUE 6

THE

THE ZIMMERMAN SCHOOL OF ADVERTISING & MASS COMMUNICATIONS ALUMNI MAGAZINE

Bullhorn 1

Signs of change and opportunity.

2窶ィullhorn

EDITORS IN CHIEF JASMIN LANKFORD, JESSICA PRAKKE PHOTO EDITORS AARON MAISLER, ELIZABETH HOPKINS WRITERS ZACAHRY ALEXANDER, YASMIN APONTE, WESLEY HIGGINS, BERYL JOHNSON, HAYLEY JONES, ALLYSON LANIER, JASMIN LANKFORD, ANGELA NALES, ALYSSA PERRY, CHEYENNE PROSPER, ANDREA ROMERO, PATRICIA VALDEZ, MATTHEW WEATHERFORD, ALEXANDRIA ZAYAS LAYOUT, DESIGN & EDIT YASMIN APONTE, RYAN BLACK, NATHAN BOND, JACQUELINE GOMEZ, ADAM HARDY, JOE KING, ADEYINKA OBISANYA, AUNETRA PAISLEY, ALYSSA PERRY, CHEYENNE PROSPER, ALEX ROSENTHAL, MARY SIMS, KELLY STEINER, PATRICIA VALDEZ FACULTY COPY: WAYNE GARCIA DESIGN: KEVIN HAWLEY PHOTO THIS PAGE AUNETRA PAISLEY COVER PHOTO NAIM NAIF John Lennon Wall, Prague, Czech Republic

Bullhorn 3

Letter from the Director Read through this issue of The Bullhorn and I am convinced that you will agree that this is the most exciting time in the school’s history.

We will celebrate two major milestones in 2016, the 50th anniversary as a formal program at USF and the first anniversary as the Zimmerman School of Advertising & Mass Communications. So many amazing people have been a part of the Zimmerman School’s history, but we today boast the most talented, accomplished, productive faculty in our history. If you’ve kept up with the news about USF, you’ll know that every fall we welcome an even better prepared group of students. The energy in this building makes it so much fun to come to work.

For the past two years, the faculty has been engaged in a massive overhaul of our curriculum. We’ve looked at the very best programs in the world, consulted with the highest leaders of industry, and we’re building what we believe is the most innovative curriculum anywhere. We hope to launch these new majors in Fall 2017 after approval by the Board of Governors.

With alumnus Jordan B. Zimmerman’s recent gift – the largest in the history of the College of Arts & Sciences – we’re ready to become an elite destination program. Now we look to all of our alumni to help us write even more student success stories.

USF officials travel the globe, and it seems that after every visit, I’m being told that mass communications has the most passionate alumni. In recognition of that passion and to stay connected with all of you, we are teaming with the USF Alumni Association to create the official Zimmerman School Alumni Society, which also will launch in 2016.

Never forget that this will always be your home. I invite you to visit to experience the growth and excitement. Our 50th year will be the best yet, and we hope you’ll be a part of the success.

Dr. Sam Bradley Director Zimmerman School of Advertising & Mass Communications

4 Bullhorn

CONTENTS 6 SOCIAL MEDIA MAVEN

By Emily Mundinger 8 Z SCHOOL STUDENTS GET IN ON THE ACTION

By Andrea Hidalgo 12 HOME IS THE SAILOR

By Daniella Diaz 14 THE ART OF MASS COMMMUNICATION

By Cheyenne Prosper & Haley Jones 16 MOST PROMISING MULTICULTURAL STUDENTS

By Grace Blair 18 THE ZIMMERMAN GIFT

By Jeffrey Odom 20 ASSOCIATE DIRECTOR MAKES HUGE PLANS

By Alexandrina Zayas & Allyson Lanier 22 LIFE & LEARNING IN THE CITY OF LIGHT

By Ainhoa Palacios 24 STUDENT MAKES HIS DREAM JOB A REALITY

By Matthew Weatherford & Andrea Romero 26 FINALLY HOME

By Allyssa Perry and Angela Nales 28 PR STUDENTS EMBARK ON KNOBULL ENDEAVOR

By Kelly Stenier 30 YOUNG GRADS

By Victoria Babcock 32 ALUMNI GRANT RICE

By Zane Wiseman 33 ZAP LLC PUTS FRESHMEN AHEAD OF THE CURVE

By Jasmin Aponte & Patricia Valdez 34 NOW & THEN

By Lauren Strickland

Bullhorn 5

2 The Bullhorn

6窶ィullhorn

Social Media Maven BY: Emily Mundinger right phone screens lit up the Amalie Arena among a sea of people sharing the excitement of the concert through social media. Among them is Alyssa Billups, but for her, social media is not simply a way to connect- it’s her job.

B

media in a professional setting.

Billups, a University of South Florida alumna of the mass communications program, works as the social media coordinator for the Amalie Arena, a landmark of Tampa Bay, most noted for hosting the Tampa Bay Lightning.

“I keep up with the field of social media by researching, reading, and networking with people who work in this field. Attending conferences and listening to podcasts are other ways I stay current with trends,” Dr. Burns said.

“I think social media is one of the most important things a business can focus on,” Billups said. “It’s a free platform that is yours to customize and offers a direct connection to customers or fans. There is nothing that compares. You can cultivate a database of people who, you know for a fact, want to hear what you have to say.”

Something else that the mass communications program focuses on is developing your own personal brand. It is taught in many of the classes, especially to freshmen who have a blank slate.

The presence of social media is on the rise, and the need for social media literacy is at an all-time high. With the ever-changing skill set needed to thrive in a mass media profession, it is of the utmost importance that universities have a curriculum to match the evolving nature of the field.

According to Billups, the USF Zimmerman School of Advertising and Mass Communications has just that.

“The emphasis on writing and staying ahead of the technology curve really prepared me for working in social media, and I didn’t even know it at the time. I learned how to tighten my writing and eliminate unnecessary information - a really crucial skill when you’re limited to 140 characters,” Billups said.

The mass communications program at USF contains a variety of course material that reaches nearly every aspect of the online world from Twitter to blogging. The course catalog is even introducing an entire course dedicated to the proper use of social

According to USF’s social media expert and assistant professor Dr. Kelli Burns, teaching social media from a public relations perspective is a key part of the classes that she teaches.

“I think the most valuable experience from being a Bull, specifically one that was in the mass comm. program, was learning how important my personal brand was. We spent a lot of time cultivating our portfolios and online presence, and by the time I graduated, I had tons of work to display on my website and a creative resume that stands out from the rest,” Billups said.

The utilization of social media promotion for various venues and businesses has grown, mainly because the presence of businesses on social media allows for direct interaction with consumers. In addition, it gives people like Billups the opportunity to share events with people that can’t experience it themselves. Billups’ expertise in social media tactics has grown the arena’s following exponentially.

“Now, eight months later, I can say that I’ve grown our followship by over 22,000 in eight months. I’ve launched our Spotify, Snapchat, and our blog. I’ve doubled our Instagram following and increased our website traffic, and so much more.

I’ll carry the skills I’ve learned during my time here for the rest of my career. I definitely lucked out with the best first-job ever.” Billups said.

Bullhorn 7

Z-School Students Get In On the Action BY: Andrea Hidalgo Six Zimmerman School of Advertising and Mass Communications students assisted ABC Action News this fall with a campaign designed to raise awareness about domestic violence in the Tampa Bay area. The students witnessed the day-to-day operations of almost every department in the news station.

Professor Cathy Gugerty coordinated the inaugural shadowing program between the school and the TV station, working closely with Lissette Campos, the station’s director of community affairs, and Charlie Paul, production manager.

“Lissette and Charlie totally embraced the program, ensuring students would walk away understanding the myriad positions within a

8 Bullhorn

television operation,” Gugerty said. “The whole station works on a community project of this magnitude, and the students had a front row seat.”

Paul, a USF mass communications alumnus, was eager to work with his alma mater on the project.

“With so many USF Bulls working here at Action News, it’s a great opportunity for students to learn and our employees and fellow Bulls to give back.”

Gugerty said she was pleased to see so many of the school’s graduates working at the station.

“During my first visit to the station, I ran into two of my former students and was introduced to a number of other USF grads,” she said. “I

left the station knowing my students were in good hands.”

Campos, a former anchor and reporter, directs the Taking Action Against Domestic Violence Campaign. This fall’s campaign, which was the station’s seventh, involved several local companies and schools.

According to the National Coalition Against Domestic Violence, one in three women and one in four men are victims of physical violence by an intimate partner during their lifetimes. Campos said she was shocked by the statistics when she started researching the issue.

“I couldn’t believe this was happening to so many people,” she said.

The Zimmerman School students worked behind the scenes at the station throughout the campaign, which began Sept. 21 and continued through October, which is Domestic Violence Awareness Month. The students also greeted guests and assisted with production duties during two performances of “The Yellow Dress,” a one-woman drama about dating violence written by Deborah Lake Fortson. The productions were held on the USF Tampa and St. Petersburg campuses in October.

Lacy Herman, a junior in the Zimmerman School, said working on the campaign inspired her.

“Domestic violence is an often downplayed issue, and the team at ABC Action News has worked so hard to bring awareness to the matter,” Herman said. “I’m truly thankful to have watched the campaign come together.”

The Taking Action Against Domestic Violence Campaign hosted a commercial-free, primetime special with Campos and news anchors Wendy Ryan, Deiah Riley and Jamison Uhler on Oct. 22. The program included a documentary featuring survivors’ stories.

For Ryan and Campos, who have worked together since the beginning of the campaign, there is no bigger satisfaction than receiving emails, messages, phone calls and personal

thanks from those who follow the campaign and decided to change their lives.

Campos said seeing the number of calls to the hotline increase during the six-week campaign is rewarding.

“That means more to me than any journalism award or Emmy statuette I have on my shelf,” Campos said. “That means what we are doing matters.”

Zimmerman School junior Katherine Viloria said she was thankful to have had the opportunity to work with the Action News team.

“Journalists like Lissette give me motivation to continue to work hard, so that I can one day make a difference in the community,” she said.

SIDEBAR: The six Zimmerman School of Advertising and Mass Communications students who participated in the USF-ABC Partnership “Shadowing”

Bullhorn 9

Production Experience worked on the 2015 ABC Taking Action Against Domestic Violence Campaign and observed the day-to-day operations of the news station.

The participants were: Dakota Galvin, Production; Adeyinka Obisanya, Production; Katherine Michelle Viloria, Broadcast News; Bianca Montenegro, Production; Lacy Herman, Public Relations; and Andrea Hidalgo, Journalism Students visited the TV station throughout the 2015 fall semester, observing the departments that help produce the local news. They experienced the news operation on set and in the control room, seeing producers, editors, directors, reporters, anchors and the entire production crew perform their duties.

“I learned that there is so much magic behind the scenes,” said Zimmerman School junior Adeyinka Obisanya. “Getting to see all of the

10 Bullhorn

production first hand helped me solidify my career choice.”

Junior Bianca Montenegro said her participation in the project taught her more about the news industry.

“It’s helped me realize all the exciting positions that exist behind the scenes,” she said.

All six students said the staff was always welcoming and took time to explain their duties and answer questions.

“I very much enjoyed the opportunity to spend time with six bright USF students that I’m sure have even brighter futures,” said ABC Action News Production Manager Charlie Paul.

Bullhorn  11

12窶ィullhorn

Home is the Sailor BY: Daniella Diaz The University of South Florida’s 2015 Veterans Week celebrated alumni and students alike whom have pledged their service to the United States military. This year, USF alumni and retired Rear Admiral John Kirby returned home as the keynote speaker, not having been back since his 1985 graduation date. He spoke to a small group of Zimmerman School students at the end of a busy day of speeches and seminars.

Kirby -- the current spokesman for the Department of State and Secretary John Kerry and a former Pentagon Press secretary -- reflected on his time at South Florida and how it prepared him for his career path.

“It wasn’t until I got out there, certainly as a spokesman, that I began to realize some of the skills that my degree here taught me,” he said.

“One of them was perspective.

“The second thing it did is that it forced me to think critically, how to make a case and back it up,” he said. “I can’t tell you every single day I use that skill at the podium. This place taught me not just what to think, but how to think, how to write, how to communicate, how to make a point. That’s been huge. “

“USF has really become something amazing,” said Kirby. “Much better school, much bigger school, much more influential school than it was when I was here. Get everything you can out of it now.”

During his visit, Kirby spoke at the Veterans Day Ceremony; started a campus conversation on global security entitled “U.S. Foreign Policy in a Turbulent World,” at the Patel Center for Global Solutions, and ended with a smaller discussion with students, faculty and visitors of the Zimmerman School of Advertising and Mass Communications.

To an intimate group, Kirby discussed his career, in an extended question and answer session, in order to discuss his career in public relations and how USF prepared him for the struggles that he has encountered.

With questions being raised about his day-today schedule, his views on the emergence of social media and the role of journalists,

Kirby graduated with a Bachelor’s Degree in history and marveled at the changes at USF upon his return.

Bullhorn 13

art of mass communication the

A new Certificate in Visualization and Design is born.

by: Cheyenne Prosper & Haley Jones 14窶ィullhorn

Two professors at the University of South Florida spent a year collaborating on a proposal for a visual communications certificate which was recently approved to begin this fall.

Professors Kevin Hawley and Wally Wilson began independently working with the idea of incorporating a creative element into the mass communications field of study. They began working together last year to help each other create something they thought would be highly beneficial for students to have.

“The Certificate in Visualization and Design is a joint certificate between the Zimmerman School and the College of the Arts, particularly the School of Art and Art History,” said Hawley.

Hawley teaches design in mass communications and saw a need for mass communications students to learn about evolving visually-focused media.

“We are very much an increasingly visual society,” Hawley said. “People tend to not read as much as they used to, but they take things in visually through videos on YouTube or infographics. We want to be able to offer that kind of course of study to mass comm students but also to fine arts students.”

Professor Wilson’s background is in mass communications and visual arts. Wilson noticed a reduced amount of art majors in Fall 2013 and a demand for a program offering students the chance to gain a cross-college education after talking with various students who were double majoring in art or art history and mass communications, engineering or environmental studies.

Art students will be able to learn how to tailor their

artistic abilities in a structured and marketable way. Students studying mass communications will in turn learn to employ artistic viewpoints on their projects.

“We’ve never had a design program here at the School of Arts and Art History, so I saw there was an opportunity here to start something that was of interest to students,” said Wilson.

In order to be competitive in the job market for media professionals, students need to be wellequipped with a repertoire of skills ranging from photo editing technology to a multitude of computer and Web-based programs.

“Students will see the benefits of what I like to call a hybrid interdisciplinary approach to developing their own education and taking the initiative,” Wilson said.

Cassadaga? Oh yeah, that’s where you’re going to find the center of energy, And they’ve got those in Arizona, too.

You know, there’s - I know that there’s these wonderful grounds that have vortexes, That you might be interested in going to. And then go to Nevada. And then go to Arizona.

And go through Texas. You know what I’m saying?

Getting rid of the old feeling, of the old ways of thinking.

And you know, it’s kind of like with people and the tarot cards.

Just because you get the Death card doesn’t mean death or dying.

It means transformation, it means changing things around and starting something new.

Cause I was pulling in on a dog - or companion.

Somehow I get the feeling that you’re almost a little afraid to start the trip.

It doesn’t have to be a straight line happy face.

But make kind of a happy face, I mean kind of a smile.

Go up, up the east coast, but it’s gonna be a circle. You know what I’m saying?

It’s gonna be a sloppy circle.

Don’t be afraid.

You know, years and years and years ago, you might You might have come across some river and rock and the mountains or whatever.

And then when you get there maybe you’ll have the answers you seek.

getting rid of the old feeling

We have moved into a new era and life as we know it is changing.

Your relationships, career and location will all be subject with an energy.

Allow me to share with you tips that will assist you during these new times.

Don’t give up on yourself, no.

Just be patient about the fact that, be patient about how things are unfolding.

Because physically, you’re less Why are you afraid to start?

I think you should go.

I think you should go - you know, plan ahead, Pack the things that you think you’re gonna need, And then just go.

Cassadaga might be just a premonition of a place you’re going to visit.

Honey, here’s what I want you to do: I want you to talk to the universe, and ask it for figures and times That will help you on your trip.

I don’t know how many, that I can’t read.

But I see that you have a love of a lifetime, because you have a lot!

I know you don’t believe me, but I do.

Learn to shut your mouth.

I see American Indian medicine Because I see that you two have a beautiful connection.

Find out where you can find the energy that you’re looking for: California, Nebraska, South Dakota, New York, Arizona or Florida.

That comes up very strong. In this lifetime I don’t get good feelings there at all.

And I can feel them around me. I can feel - I can definitely hear them.

I can see them through the window, constantly there morning, noon and night.

And you have no idea how they have tried to debate that, Because there are a lot of people that do not believe.

1. Clairaudients (Kill or Be Killed) - Bright Eyes, Cassadaga (2009)

This page: Student work done in the Z School’s Intro to Visual Communications course Opposite page: A Photograph of the Crab Nebula

Eaten by Bacteria Found on a Table at a Red Lobster Restaurant, 2014, by Marcus DeSieno, a School of Art & Art History graduate.

Bullhorn 15

BY: Grace Blair

T

wo seniors from the University of South Florida were chosen, along with 48 others from across the country, to be a part of the American Advertising Federations 2016 Most Promising Multicultural Students Class.

Cristina Arcay and Daniel Luong, both in the Zimmerman School of Advertising and Mass Communications, were selected for the 20th Most Promising class. The first class of MPMS was selected in 1997, but since then over 800 students have been a part of MPMS and many have advanced to upper management positions within the advertising industry.

“The American Advertising Association is thrilled to have Cristina and Daniel as part of the 20th class of Most Promising Students,” Kai Jones, Manager of the Mosaic Center and Education Services at AAF, said. “During the program, they will have the opportunity to expand their professional development and to connect with agencies, advertisers and media companies who understand the importance of multicultural ad industry that reflects the diverse society they are trying to reach.”

Arcay majors in advertising and wants to work at a top advertising agency. She is an international student from Venezuela and is graduating in December. Over the summer she studied abroad in Paris and Cannes, France with the USF advertising program. Arcay is a member of the USF Ad club and is an event market intern at Amalie Arena in Tampa.

“Because I am an international

16 Bullhorn

student I don’t have authorization to work in the U.S. so it’s a struggle but slowly and surely I will get there,” Arcay said. “I have a year to figure it out. I am aiming high, of course I am, but trying to stay realistic too. My goal is to just graduate and hopefully get a job that I like, in an environment where I am accepted and feel comfortable, and they pull out the strengths that I have. Getting chosen for this gets me one step closer to where I want to be.”

“#authenticity is key”

In order to apply for this award, you have to be nominated by someone. The applicants had to write a series of essays, make a hashtag and tagline for themselves and show a portfolio or website they have done.

Arcay said the essay portion took a while for her because the topics were very broad. One of the topics she remembers writing about was how she wanted to influence the advertising field. This essay went along with her hashtag, #authenticityiskey.

“I really focused on being authentic and original,” Arcay said. “There is an interest in millennials right

now, me being one of them, and it’s easy for us to detect or see when companies or brands are somehow fake and lack originality. They want to sell you something, but they don’t actually care. It’s better to target people that are good for you and your company, but you are also going to be good for them. I have noticed that originality, mostly in USF advertising, is not a lot of Hispanic and cultural people, so I want to show those differences and stand out, but stand out in a good way.”

Luong is from Florida and is an honors student at USF majoring in advertising as well.

Last Spring he competed in the National Student Advertising Competition in which his team placed third at districts. Over the summer, he had the opportunity to intern at 22squared, which is the 4th largest independent advertising agency in the United States.

most influential work he possibly can.

“Interning at 22squared let me experience my first taste of life at an ad agency and I also had the chance to help in real client work such as Publix’s Christmas Campaign,” Luong said. “This fall, I assisted some extraordinary friends, who were also my classmates, build USF’s student-run full service ad agency, Altamira Advertising. I’d say that I owe a lot to everyone at USF and 22squared for helping me grow.”

Both Arcay and Luong will be traveling to the District of Columbia, where the AAF headquarters are located,to attend a three day program in February.

Like Arcay, after graduation Luong isn’t sure what the future holds, but he plans to head into the ad industry with an open mind. He wants to explore every part of it and his goal is to do the

Bullhorn 17

The Zimmerman Gift As the USF School of Mass Communications completed its name change to the new Zimmerman School of Advertising and Mass Communications on March 9 -- following a $10 million donation from advertising guru Jordan Zimmerman – some students took notice.

Erica Everett, a junior majoring in mass communications with an emphasis in public relations, said she was surprised to see advertising included in the title.

“The way the school is now named, makes it seem like advertising is a separate curriculum then the rest of the mass communications sectors,” Everett, 21, said.

“I don’t really think the new name fits the program considering advertising is just one of the many facets under mass communications. It isn’t better than public relations, broadcasting, or anything else.”

Everett, however, does believe the money from Zimmerman will benefit students.

“I think the renaming though will reinforce the accreditation of the school and the money will help better its students,” Everett said. “So, it could be a positive direction for the school’s image.”

18 Bullhorn

By: Jeffrey Odom The School of Mass Communications’ monumental name change to the Zimmerman School of Advertising and Mass Communications on March 9 drew a mixed reaction from several USF students.

But Jacob Hoag, a junior majoring in mass communications, was happy to see it.

Hoag, who transferred to USF from Florida State University last spring, said he believes having Jordan Zimmerman’s name brings more strength to an already-quality degree from USF. “He (Zimmerman) has played such a big role in the advertising and journalism field,” Hoag said. “His influence will greatly enhance the direction of the field at USF.” Though the name on the side of the building has changed, the 20-year-old Hoag doesn’t believe the curriculum will. He said he hopes the $10 million donation from Zimmerman is put to good use for the benefit of students.

“I really hope the money received will go toward resources that will facilitate a higher level of learning,” Hoag said.

Evelyn McMurrer

I like the new name change for the school. I think USF as a whole is expanding and growing and it’s a good thing that mass communications is growing with it. The campus grows with the students and maybe eventually it will be the McMurrer building if I end up successful enough. The fact that alumni are willing to come back and donate to USF shows our school spirit more than any sports team ever will…I’m proud to call my school the Zimmerman School of Advertising and Mass Communications now.

Rickey Kim I guess the one good thing about it is it’s going to help remake the school of Mass Comm. So him being an alumni kind of makes things better because he knows what it’s like being a Mass Communications student. So I’m hoping it will focus more on the classes and getting students through and the money going towards equipment and programs to enhance what we have now. With a new school we should have a new logo, a new everything, kind of like a new start.

STUDENT REACTIONS

Sergio Velasquez It’s a big donation, the largest we ever had. We’re really happy.

Advertising is what we study, so it’s nice to know future generations will benefit. I think the new curricula is definitely going to change. It’s going to be more like Jordan likes it. He has an effective style. He’s not big on flash but he’s based on results, which is something good because that’s really what advertising is.

Heather Ward It’s pretty neat, I think, that we’re actually crediting someone for donating to us. Because normally, we don’t even see the donators, you’ll see just a little story about it. But now we have really honored them in a big, meaningful way. I’d like to see new desks [in the––– classrooms]. I think it’s really nice with all the little touches all throughout the hallways. It just makes the building look more modern.

I think the logo is pretty nice. It’s streamed-lined.

Daniel O'Shea

My initial reaction was confusion. Primarily because Zimmerman is known as an advertising firm. I always figured that certain things belonged in the school of Mass Communications like PR, broadcast, production; all of the stuff around mass media.

Advertising is sort of mass media, but I’ve always thought that those classes were taught in the business building. I would definitely say that advertising should be in the business building, not the Mass Communications building.

Narah Pena

I think it’s really great. I love that the mass comm school is finally being recognized a little bit more. I think the new program will put us more on the edge. It will give us more money and more resources, and that’s great. From what I’m hearing there’s going to be more classes available to mass comm majors and hopefully more digital programs that will benefit us. His name would definitely add credibility to the school since it’s named after him and people tend to look at that in a resume.

Bullhorn 19

Associate director makes huge plans for the Zimmerman School of Advertising and Mass Communications BY: Alexandrina Zayas and Alyson Lanier

I

n August 2014, Wayne Garcia was promoted to associate director for the Zimmerman School of Advertising and Mass Communications. Since his promotion, Garcia has worked vigorously on adapting the current curriculum to prepare students for careers in the changing landscape of mass communications.

Garcia has worked in the field for over 30 years. He has worked for newspapers including The Tampa Tribune and The Gainesville Sun during the heyday of print journalism. Garcia came to USF as a professor in 2011, two years after receiving his master’s in journalism from USF. “He has a real passion for moving the school forward and he works hard when no one’s looking,” Interim Director Samuel Bradley said.

During the next year, Garcia, Bradley and the rest of the faculty hope to revamp the undergraduate curriculum for the digital age.

20 Bullhorn

“My goal is to help everybody with...making a more modern and more exciting program and a program that teaches you the skills you really need today,” Garcia said. “Not the skills you needed even 10 or 15 years ago.”

Garcia hopes the curriculum rewrite will be finished in a year, but it will take an additional year for the university and committees to review and approve the new curriculum. However, the more dated courses offered by the current curriculum will not be phased out immediately.

These changes do not mean a return to the accreditation the school had until March 2013.

means realizing that this is an advanced screening of a future career in journalism.

With the digital age revamping media and turning journalism on its head, it is important for universities to keep up with the modernization.

“Now, you have to know how to write something and edit it, report it, video it, social media—I mean, there’s 10 more skills, and where do you put those classes?

You have to expand [the curriculum] a little bit,” Garcia said.

While some opportunities are not yet available, the curriculum is already expanding and changing. Specialized classes in newly emphasized areas such as data visualization and social media specialization are available for current students. These and other skills will be added to the future curriculum, though they will remain electives, or “outside the major,” for another year or two.

“Things will never stop

“We want to get to freshmen right away and start working with them,” Garcia said. “You were limited by the accrediting agency by how many hours you could be with them.”

changing here.”

The model for the new curriculum is based loosely around the school’s Living Learning Communities (LLC). Freshmen would be encouraged to live in the LLC for the school of mass communications and make sure they are in the right degree program before beginning their skills-specific courses.

This is not a static field,” Garcia said. “Things will never stop changing here.”

Garcia hopes to communicate to incoming freshmen how much work the program and career is.

“If you want a career in mass communications it’s different than sitting in a class in English or math,” Garcia said.

For students this may mean spending 10 hours a week on one class. It means taking unpaid internships over a paid job. It means joining clubs and various associations on campus to network. It

Bullhorn 21

Life and Learning in the City of Light BY: AINHOA PALACIOS Kelsie Hall, a senior majoring in Advertising at USF, spent four weeks roaming the streets of Paris, gaining a new perspective from the top of the Eiffel Tower and exploring the many wonders the City of Light has to offer this recent summer of 2015. All the while she also fulfilled six credit hours. It was a once in a lifetime experience.

Hall attended the Paris Advertising & The Cannes Lions Creative Festival study abroad trip in the summer of 2015, the first year the program was offered. After designing the winning advertisement for the study abroad trip in her advertising class, Hall decided she didn’t just want to advertise it, she wanted to experience it.

Luckily the program is back for the second time this upcoming summer for another round of students to experience France in ways they would have never

imagined.

The month-long course in France explores the best of advertising. Students spend two weeks visiting international agencies such as Havas and Publicis, some of the largest global advertising and communications groups in the world. They get to experience the creativity and art that fills the air in Paris said Debra Smith, an advertising instructor at USF hosting the trip.

“We did some agency tours,” Hall said. “We actually got to go to Publicis. That is the headquarters of the third largest conglomerate in the world which is pretty crazy. They were amazing, and we got to go out on their balcony which was pretty cool.”

Though exploring Paris is as magical as it gets for many, Hall said the second two weeks of the trip only got better.

“The Cannes Festival was really the star of the trip,” she said.

“The Cannes Festival was really the star of the trip.”

22 Bullhorn

The Cannes Lions Creative Festival is the world’s most prestigious creative communi-

cations festival held every June on the French Riviera. The festival takes place over the course of seven days, as 11,000 registered delegates from 90 countries visit the festival.

“All the ad agencies are there, and all the global agencies have representatives there,” Smith said. “Movie stars are there, so it encompasses that aspect of culture as well.”

Summer 2015’s attendees included the heads of holding companies such as Publicis, and WPP. The founder of snapchat, Evan Speigel, and celebrities such as Ryan Seacrest, Kim Kardashian and Viola Davis also attended.

“There are big seminars,” Hall said. “There is a big grand auditorium filled with people that were giving talks, and there also some smaller workshops.”

Smith encourages any student who can go, to go.

“It’s your entrée into this spectacular, global industry. It’s the most prestigious creative festival on the planet for sure,” Smith said. “And I tell any student, if you want to work in the industries like advertising, marketing, public relations, and social media, and you have this on your resume, people are going to look at you and say “Oh my god, you went to Cannes?””

breaker on many interviews. Though her biggest take away was the connections she was able to maintain.

“I have kept in contact with the marketing director from Adweek, which is insane,” she said.

“Adweek is like our Bible.”

Applications for the summer of 2016 have already started pouring in. Smith said she has received 15 already, without advertising the program at all. This year’s group will be no larger than 18 students.

“Adweek is like our Bible.”

Most people go their entire career without being able to attend. Most companies only send their most prestigious representatives, and the cost to attend the festival is very high. Attending as a student holds the benefit that the price for students is onethird of the regular price.

Smith hopes students will take away a grand message from this trip.

“We live in a global society, and America is not the be-all end-all in any of those industries,” Smith said. “Everything is global. You can take that knowledge; you can feed off of that creativity, and use it to inspire you for wherever you work whether it is here in Tampa, New York, L.A., or any major market.”

Since including her attendance to Cannes Festival on her resume, Hall said it has served as an ice

Bullhorn 23

Student makes his dream job a reality

B

randon Schuster graduated from USF in May 2014 with an advertising degree and is now a Global Growth Coordinator at McCann in New York.

Schuster was part of the first graduating class of Living Learning Communities at USF. The program takes honor students from certain concentrations, such

24 Bullhorn

By: MATTHEW WEATHERFORD and ANDREA ROMERO

as advertising and public relations, and puts them all in the same housing apartment on campus.

The road to USF wasn’t necessarily planned for Schuster. He was being deferred by the schools he applied to because of a transcript error. Once that was handled, Schuster started hearing back from the schools, and by then “all signs were pointing to USF.”

“I finally got a call from USF, questioning my transcripts,” says Schuster. “We figured out that my high school in Boca Raton had sent the transcripts of a different student.”

tor of Business Development at Deutsch, manages all new business efforts at the agency. She first met Schuster in Ft. Lauderdale during his previous internship at Zimmerman Advertising.

While at USF, Schuster was a part of the marching band, Herd of Thunder. Schuster was also President of Hillel, a Jewish group on campus. His interest in getting involved with the Jewish community on campus was sparked when a Christian bible thumper spotted his Star of David necklace, followed him and said “you don’t deserve to live unless you read this bible.”

Schuster was not assigned to Adamo as an intern, but he displayed an interest in new business and the pitch process and found time to work with Adamo’s team.

Anat Valdman, Director of Jewish Education Programs at USF, was Schuster’s professor at the time he joined Hillel. Schuster was an active member of the organization who showed outstanding leadership.

“Brandon has wonderful work ethic,” Adamo said.

“He is one of the most eager, open and curious interns I have ever had the pleasure of working with.”

“Brandon helped tremendously,” Valdman said. “He was the pioneer for student study abroad and our student board — before we did not have such a strong student board.”

Schuster became a role model for the organization showing other members how to use all their opportunities as students. Two Hillel students followed Schuster’s example after he became the first member to study abroad in Haifa, Israel.

Schuster conducted research to help the pitch team get smart about prospective clients. He assisted the team in finding ways to improve their outbound marketing efforts to their prospect database.

Any assignment prepared by Schuster was comprehensive and thorough explained Adamo. Schuster’s attention to detail, efforts and genuine curiosity to explore every facet made him an asset to the agency as an intern.

“Brandon has wonderful work ethic. He is one of the most eager, open and curious interns I have ever had the pleasure of working with.”

During Schuster’s presidency, he developed a democracy election system that showed the organization how to improve its student board elections and reached out to build a delegate.

These changes helped “build team effort among the student board and transfixed to the new coming freshmen and sophomores,” Valdman said.

Schuster had five internships throughout college, but none were more important than Deutsch Inc. Although the company’s former CMO, Michael Goldberg, helped get Schuster’s resume seen by the HR department, Schuster worked harder than ever to get that internship. “Without that, I probably wouldn’t have gotten that position,” Schuster said.

Schuster had trouble finding a job that would send his career in the right direction.

“I applied to 70 jobs and I only heard back from 5 of them,” says Schuster. “Every one of them brought up me living in Florida, too.”

He was starting to think he wasn’t going to go any higher than Deutsch in his professional career.

His competition were graduates from Ivy League schools. He finally landed a position at McCann that he says is his dream job.

“Always keep up with the industry news,” says Schuster. “Always try and reach. Don’t let people telling you no ever stop you. And try to get as many internships as you can. The best type of learning is learning from experience.”

Rose Marie Adamo, Vice President, Associate Direc-

Bullhorn 25

FINALLY HOME BY: Alyssa Perry & Angela Nales

I

magine sitting on an airplane for 11 hours, traveling to a country only read about in books. This is the case for the University of South Florida’s visiting assistant professor Yan Shan. From China to Florida, Shan has traveled a great distance to share her love of knowledge.

With both parents working at the University of Nanjing, Shan spent a majority of her childhood exploring a college campus.

She would later attend the separate Nanjing University of Science and Technology while earning her bachelor’s degree in journalism and mass communications.

Yan Shan Visiting Assista nt Professor

While Shan is new to the city of Tampa, moving just days before the start of fall semester, she’s no stranger to the United States. Residing in the U.S. for more than six years, Shan has earned her master’s degree from the University of Central Florida, followed by her Ph.D. from the University of Georgia. Shan’s desire to leave home to continue her academics stemmed from her previous education.

Intervie w @ 9:30 a.m . with Jud y Gensha ft

26 Bullhorn 26 Bullhorn

“What’s interesting is we learn English in elementary school, so it is always our second language,” Shan said. “So after I learned the language for more than 10 years, I really wanted to go somewhere that speaks English. So that’s one thing that brought me here.”

Another factor contributing to Shan’s move was her ongoing research.

“When I did my undergraduate in China, we needed to write a thesis to graduate,” Shan said. “I was trying to find articles or books about advertising, my topic was message credibility. I found that I couldn’t find in our library, a lot of relevant material and resources, and that most of it was a direct translation of textbooks from the United States. So I thought, ‘OK I think I should go here, advertising and mass communications is a big industry here, and I want to see what people are doing here.’”

Profile:Yan Shan

It was through her ongoing research that Shan recognized she also had a love for teaching. She explained that her time at the University of Georgia gave her the opportunity to teach, and it was then she realized that she had another passion.

Shan is currently teaching Public Relations Issues and Practices, and Advertising Research courses at USF. When she’s not teaching, she is working on her latest research project. Her current field of study focuses on consumer generated content.

Shan is looking at the ways in which people, as consumers, advertise a product through the use of social media.

Shan’s past research endeavors have earned her a number of awards. Her most recent, received in March, was the American Academy of Advertising Dissertation Proposal Award, in which she was recognized for her dissertation topic. She received an award and was given $1,500 to support her research. While Shan feels honored to be recognized for her research, her students remain her first priority.

“I think those awards say one thing, but the most important thing I care about is the students,” Shan said. “They feel strong about their interest, and they want to dedicate themselves and work hard and get a good career after graduation. I think this is more important than a certain honor. Being honored is a good experience, but I think of the past as a history, so I’m kind of more looking into how the students are doing. We want them to grow, so that’s one thing I want to look at.”

It is Shan’s understanding of her students’ desires that makes her a relatable professor.

“I think she’s real relatable to the students,” advertising research student Joe Sullivan said.

“She definitely gets what we want out of the lecture. If it’s kind of the boring parts of the lecture, she’ll add a YouTube video to keep our attention, and overall she knows the subject matter really well.”

*Resear *Involv

ch Orien

*Award

ted

ed Profe

ssor

Winner

*Revere Studen d by ts

Although Shan has only been at USF for a short time, she already adores the students and campus. While she is unsure of what she will do after her one-year contract is up, she hopes to have a future at USF.

“I love the fact that our school is growing,” Shan said. “I mean in Georgia we had a fully established college. The college has been around for a long time, like 70 to 80 years, so it’s fully established. Here I feel more energy to go to a place that you can see is actually changing, and you can be a part of this big change. This is really inspiring. It motivates me to wake up every day to go to work.”

27 Bullhorn Bullhorn 27

PR students embark on a KnoBull endeavor F

or years, University of South Florida students talked about creating a student-run public relations (PR) firm, but it never came to be. Not until now, that is.

Through combined efforts, several students have started and joined the university’s first student-run PR firm.

The KnoBull PR firm was founded by two USF mass communication majors, senior Theresa Woods and senior Taylor Evans, and has taken on its first clients.

“KnoBull is built completely as a standalone firm,” said Evans, the firm’s president. “We are student-run and not connected to a class. No one in the firm has a full degree yet. We find the clients, run the press, and push the social media. There are really no professionals involved, which is really rare.

Other schools in Florida have professors working side-by-side with students.”

There are 20 associates working for the firm this semester, and the group serves four clients. Clients represent a mixture of organizations in need of PR services.

“Every semester we take on three to six clients,” Evans said. “These range from nonprofit organizations to small local businesses in the Tampa Bay area, or to even student organizations on campus.

This semester we have a small fashion boutique, a locally based nation-wide nonprofit organization for the military wounded called the Combat Wounded Veteran Challenge, a local chapter for the nationwide nonprofit organization Guardian ad Litem, and lastly our own Public Relations Student Society of America (PRSSA) chapter.”

One of KnoBull’s clients the semester, the Combat Wounded Veteran Challenge, chose the firm to further their work beyond what is possible for the small organization.

“We love what the students do,” said Wendy Westbrook, the graphic design

BY: KELLY STEINER

Photo Credit: Taylor Evans

28 Bullhorn

and digital media director for the challenge. “They are highly organized and come to me with great ideas to get our brand out there. All of the suggestions and ideas they have presented have been successful when implemented. They are great people, too, with a love for what they do and a genuine desire to help us with our mission. They are far more professional than some of the commercial PR firms we have working for us in the past.”

Each client is chosen based on their needs and ability to communicate what they want from the firm.

“I try to find the clients for our associates through meetings, but actually all current clients found us,” Evans said. “I set up meetings with them and tell them what we do. They give us a lot of their time to do the things that we do.”

The firm takes on a variety of PR services for their clients, including promotional work, graphic design, social media interactions, online marketing, event coordination, creating stationery items and various PR related writings.

“Our process of doing work for a client usually depends on the client and their needs,” said Helen Bierko, the firm’s vice president and a senior majoring in mass communication. “When there are events going on and things are newsworthy, we push things out often, a few times a week. When things are slow, it’s more like once a week.”

THE VALUE OF GUARDIAN AD LITEM VOLUNTEERS

A Guardian ad Litem (GAL) is appointed by the court to advocate for a child. Most of these children have been removed from their homes because of alleged abuse, abandonment or neglect. The GAL becomes familiar with the child and the child’s case and makes recommendations to the court to help ensure a safe, caring, stable and permanent environment.

The GAL Program has a volunteer base of more than 8,000 volunteers.

CHILDREN WHO HAVE A GAL VOLUNTEER:



Do better in school



Are 50% less likely to return to foster care



Have fewer placement changes



Receive more services



Are more likely to be adopted, when appropriate



Spend less time in foster care

“The total value of GAL volunteers is over $20 million to the state of Florida. But a GAL’s contribution to a child’s life is priceless.”

It would take an additional 449 state employees to do the work of Florida’s GAL Volunteers and

$18,241,971

to pay their salaries and benefits.

$15, 774,382 GAL time and services + $2,779,082 GAL donated mileage + $2,000,000 Orange County Bar

pro bono services

= $20,553,464 RETURN ON INVESTMENT TO LEARN MORE: GUARDIANADLITEM.ORG 1-866-341-1425

Eagle Award Winner 2012 Prudential Davis Productivity Awards

Angels in Adoption Award Winner 2012

Congressional Coalition on Adoption Institute

Students involved in the firm have experienced firsthand what it is like to work in the PR industry, and Bierko believes their work will benefit them in a different way than other college experiences.

“The most important thing about KnoBull is that it is the first student-run firm at USF,” Bierko said. “We all had to work from the ground up.

When we take internships, we’re a small fish in a big pond. With KnoBull, we’re the big fish in the small pond. We get to learn and grow so much more.”

Bullhorn 29

g n u Yo On a magic carpet ride: alumna lands job at Disney BY: Victoria Babcock Amanda Cole scored big when she landed a job with The Walt Disney Co. and on Broadway after she graduated from USF in 2012.

Cole works as the marketing coordinator at the Disney Theatrical Group in New York, New York, supporting the marketing manager of “Aladdin” on Broadway.

Her responsibilities include developing campaigns for TV commercials, radio spots, print advertisements and media buys.

Cole said her time at USF taught her to always give 110 percent and to build a good reputation for yourself and your brand. Cole used to stay up until 3 a.m. to study the Disney company and to practice for her interview. She knew that hard work and confidence would get her the job.

“There’s no way to avoid hard work, so make sure you want it bad enough, and give it your all,” said Cole. “I don’t care if your professor or internship asks you to twiddle your thumbs for two hours straight. Do it the best you possibly can.”

30 Bullhorn

Amanda Cole graduated from USF in 2012. She credits her success from always giving ‘110 percent’ and burning midnight oil until the early hours of the morning. Photo accessed via LinkdIn.

ggrads

2012

Anthropologist’s voice, media skills generates unique, ‘Up Close’ reporting

By Victoria Babcock Farah Britto combined her desire for change and understanding different cultures to produce a series about local issues and personalities for WEDU-TV. Britto graduated from USF in 2012 with a degree in mass communications and applied anthropology. She then began working as a series producer, waking up at 5 a.m., to write, edit and shoot for the WEDU Arts Plus show “Up Close with Cathy Unruh.”

The series satisfies Britto’s various interests, covering healthcare and economic issues, local interest stories and the occasional special guest.

“I’d be happy doing anything that can highlight a cultural aspect that someone hasn’t seen or done,” said Britto. “I want to show something really unique and bring it home.”

Farah Britto used her duality of interests while at USF to bring an anthropologist’s understanding to media reporting.

Since graduating in 2012, she works as a series producer for “Up Close with Cathy Unruh” writing, editing and shooting film for the show. Photo accessed via Facebook.

Britto is still at USF for her master’s degree and plans to continue for her doctorate. She hopes to learn more about visual anthropology and to produce documentaries for a national cable network.

Bullhorn 31

Alumni

G

rant Rice graduated from the University of South Florida in 2010 and is enjoying his career working for Bright House Sports Network as a producer of a fishing show called 47 Fish Finder.

Rice credits his success as a producer through the mass communications program at USF. “I had some employment leads in the program and I was able to do some freelancing for Bright House while I was still in school,” Rice said. “I really got a lot out of some of the advanced courses that I took there and the program is definitely a step above the rest.”

Though USF has a stellar mass communication program, it wasn’t the only reason that Rice decided to go there.

“I decided to move to Florida because I have family here,” he said. “That, along with USF’s mass communications program, made USF a perfect fit for me.”

By earning his degree, Rice was able to live out his dream of covering fishing.

It was the job he was born for. However, it took a lot of hard work for him to get where he is now.

“I started out as an assistant audio engineer for Bright House, which I did for about four months until I was promoted to audio engineer,” he said. “Three years BY: Zane Wiseman

32 Bullhorn

later I was promoted to producer, which I’ve been doing for four years now. Fishing is something that I’ve always enjoyed and I try to go every chance I get.”

According to Rice, there are many perks for a fisherman who covers fishing.

“I’ve been able to experience a lot of great things in my career so far,” he said.

“I get to learn all the top spots, free tips, work with seasoned captains and travel all over the state to fish.”

Like many fishermen, Rice has a catch that stands out from all the others.

“When it happened I was fishing out in Port Canaveral,” he said. “I landed a 27-pound Tripletail that was about as long as I was. It was pretty cool.”

When Rice isn’t fishing he refers to one of his secondary hobbies — some of which include hiking, camping, golf or tending to his organic garden.

ZAP LLC puts freshmen ahead of the curve

BY: Yasmin Aponte and Patricia Valdez By the fourth week of school, freshman Samantha Bryant already has business cards, a LinkedIn account, an extensive resume and a four-year summer internship at WPLG Local 10 news.

Bryant is a part of the USF Zimmerman Advertising Program Living Learning Community. The ZAP LLC is designed to give the students early exposure to mass communications classes, offer hands-on experiences and provide networking abilities.

“You have to know people and that’s one thing that ZAP really pushes is the fact that networking and knowing people is what’s going to help you, plus your education” Bryant said.

LLC student Taylor Daum said the people in the group are “the chosen ones.”

The best of the best, as their advisor, Kasandrea Sereno, describes them since they’re ahead of the game. Another LLC student, Blake Domino, has already designed T-shirts for the ZAP LLC, the advertising club and student government.

“I have had a lot of opportunities I wouldn’t normally have in this program,” Domino said.

Pushing the students to reach their full potential is Sereno’s ultimate goal. From planning events to booking speakers, she keeps them busy in preparation for the future.

Every Friday, the students take trips to communication companies to broaden their perspective of the field. This offers them a wellrounded view of the industry, regardless of their concentration.

“I would recommend it to any

mass communications major because there’s absolutely no harm in doing it,” said Savannah Cuttitta, an LLC student, “All of the events we do are optional, technically, but there’s no reason why I wouldn’t go to any of them.”

This is the first year the LLC has only accepted “baby freshmen,” according to Sereno.

It is also the first year she has strategically scheduled students courses to prevent conflicts with events. She wants her students to take advantage of the program’s opportunities so they can excel.

“You’re only going to be here for four years,” Sereno said. “Think of it like an incubator, what do you want to learn and let’s put the opportunities in front of you. Get them used to asking for it.”

Bullhorn 33

Above: University Center, 1960, courtesy of the Marshall Student Center official site Right: The Marshall Student Center, 2015

The original student union building, known as the University Center, was built in 1959. It underwent renovations which were completed in 1990, and the building was formally named after Phyllis P. Marshall in 1994. In 2008, the current student center was constructed.

Right: “Walkways leading to Fine Arts Building�

Photo Source: University of South Florida, (1966). Historical University Archives Gallery.

Image 126.

Far Right: The same area today.

&

Now Then

The original USF library was built in 1960. It has been renovated throughout the years, inside and out. Some of the most notable additions were the interactive SMART Lab in 2012 and the park behind the library featuring fountains, canopies, swinging benches and picnic tables.

Top: USF Tampa Library, 2015 Right: Tampa Library shot by Burgert Bros., courtesy of The Tampa Tribune

This photo retrospective shows the evolution of the USF campus from 1960 to the present.

Text and color photos

by Lauren Strickland

The 1966 image depicts students utilizing walkways leading to the fine arts building. The crisscrossing pathways were added to prevent students from walking on the grass. The trees, flowers, benches and gazebos seen in the second image were added later. The landscaping makes this field one of the prettiest places on campus, almost unrecognizable from 50 years ago.

Above Left: University of South Florida, “View down Fowler Avenue entrance, 1960” Historical University Archives Gallery. Image 122.

Above: Right Main USF entrance on Leroy Collins Blvd., 2015

The 1960 image depicts a view down what is now known as LeRoy Collins Boulevard at the Fowler Avenue entrance to campus. In the background, the student services and administration buildings are visible. The new image shows more trees and more cars with the John and Grace Allen Building visible in the background.

The original photo of the Communication and Information Sciences building (CIS) is from 1998. While not much has changed since it was built in 1992, the current lobby features more seating and tables for students as well as new TV monitors to inform communication students of news and events.

Above: “Interior of Communication and Information Science Building on USF Tampa campus” 1998. Historical University Archives Gallery. Image 87.

Right: The Communications and Information Science Building, 2015

Bullhorn  37