E R I CA V I E G A S
Photos by Merle Prosofsky
STUDENT profile
Movement seems to be a recurring theme for this year’s Co-op Student of the Year and new graduate Ashton Paulitsch, ’12 BCom. Perhaps it was fate
marketing
moves
A shton PA U L I T S C H
for the world-travelling
competitive Irish dancer that a job posting for a Marketing Assistant at the Edmonton International Airport and their strong brand message, we’ll move you, caught her eye during her final work term.
W
ith a $1.1 billion expansion plan for the EIA in the works, Ashton knew that promoting the immense project to the community was bound to provide valuable experience. “When I saw the position, I just knew it was for me. For some reason, I didn’t even apply anywhere else. Edmonton’s economic development is hugely affected by this expansion, especially since the airport is a needed and vital gateway to sustain growing activity in northern Canada,” she shared. Her passion for creating greater vibrancy in the city quickly won over her interview panel; however, changes in leadership personnel, a maternity leave, and an illness meant the marketing team soon dwindled after Ashton’s arrival.
F Always up to a challenge, she wasted no time in creating projects for herself and meeting with various divisions of the airport. A tremendous mentor also presented herself in the previous EIA co-op student, now Marketing Coordinator, Allison Lennox ,’11 BCom, whom Ashton remembered seeing in some of her university classes. Ironically, an uncanny resemblance often caused the two to be mistaken for each other. “Allison was so supportive and worked hard to ensure that I gained valuable work experience since she had learned so much during her term,” said Ashton. With a green ticket to take on her own projects, Ashton soon started managing a travel agent program for jetSet parking, developing and executing a social media strategy, creating promotions for community events like the Edmonton Indy, Edmonton Eskimo games and the Heritage Festival as well as overseeing airport campaigns and volunteer teams. The innovative contests she created helped triple the airport’s Facebook followers over her four-month term. Edmonton’s numerous summer events also meant that Ashton worked twenty consecutive days at one point, though she assures getting out of bed with enthusiasm was never a problem. By taking on more responsibility, she learned not only to make high-level decisions, but also to confidently stand behind her ideas. “The EIA brand has been so well thought out that it was easy to use my skills to promote it. The airport truly does move people – not just physically. I saw soldiers coming home, families reunited, adopted babies meeting their new parents; there is so much emotion running through the halls that it’s hard not to be moved,” she said, noting that the airport is either the first or last impression many people have of Canada and creating a good experience is critical. In turn, Ashton’s dedication has made a strong impression on many of her colleagues. “In over 20 years of welcoming co-op students into my workplace, Ashton is without a doubt the most enthusiastic and motivated student I have had the pleasure of working with,” shared Carol Hutchins, Director of Route Development. Though she stayed on as a consultant for the EIA expansion project once her co-op term ended, Ashton was soon hired into her current position as Communications and Marketing Associate at the Alberta Cancer Foundation. Their motto: Alberta’s cancer-free movement. SPRING/SUMMER 2012
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