Day 20 - Running Toward Your Passion

Today I would like to introduce a couple who has found their niche and are completely following their passion: Laura Chegwidden Jacobs, a close friend of mine from high school, and her husband Joe Jacobs. Over the last three years, I have seen Laura and Joe take something they love and turn it into a career path.

In high school, Laura was part of my circle of friends that included John Gianonne (day 3 post) and Russ Bloodgood (day 7 post) and many more. She also was a star athlete who played field hockey, basketball and track. Running is in her DNA as she comes from a running family of four other siblings that all went on to run either cross country or track and field as well in both high school and college.

The same is true for Joe. Joe and his brother, Pat, ran for Butler High School. Joe then went on to run for UNC - Greensboro. After college, he knew he had to find something in the running world and was lucky to have worked with several running companies like Mizuno. That’s why Laura and Joe are perfect for each other. Running is in their lifestyle. It’s their passion, their calling. They even named their first child Miles.

Laura, being as active and disciplined as she is, went onto earn a Bachelors and Masters from Montclair State University where she played field hockey. When she graduated, she landed an amazing job at Kinnelon High School as a PE teacher. Because she had so much energy and a love for sports, she had to get into coaching. Of course, she didn’t just coach one sport, she has gone on to coach three sports: cross country, basketball and track. Let’s just say there is no rest for her from August to May, but to Laura that is ok. The thing is, is that it doesn’t feel like work and I’ve never heard her say she’s “tired of it.”

When you do something you love, success follows. For Laura, she was named North Jersey’s Cross Country Coach of the Year in 2011 and in September 2013 she organized a fundraiser with her team to raise money for Alex’s Lemonade Stand for every mile they ran. She also organizes a 5k every March to raise money for the Kinnelon Education Board - a project she initiated and does completely voluntarily.

Now Joe may love running more than Laura. As I mentioned he worked for a few running companies, but a few years ago he took a job with Sneaker Factory, an up and coming running store in New Jersey. He started from the ground up by working in their Millburn store then becoming manager of their new store in Basking Ridge in 2011. In 2013, Joe (and Laura), took took their passion for running even deeper: they went “all-in” on opening the fourth Sneaker Factory store in Florham Park, NJ. Opening up a brand new store and going into business for yourself can be a huge risk. Not for Laura and Joe though. They will succeed because of their work ethic, love for running and incredible family and friends around them.

As I mentioned in my day 15 post, the closer you get to finding your niche the more you may be pulled away from what really matters. You would think that the busy lifestyle they lead while opening a store that they would have no time for those around them. Yes, for the last six months, Joe and Laura have certainly both made sacrifices and have worked tirelessly to get this store up and running. What is even more impressive though, is that they did this all with Miles, their one year old son. They also never changed their lifestyle - they make time for their friends and family, run everyday, and more often than not you will find them competing in cycling and running races.

What They Taught Me:

Laura and Joe have taught me that with the right values you can have it all. They have found their niche and made a lifestyle out of it. Most importantly, they are succeeding at it - individually and as husband and wife. As Courtney and I start to propel our careers, I know that with people like Laura and Joe to look up to, we will be just fine and are lucky to have them as friends.

How They Inspired Me:

The best part about Laura and Joe’s story is that they took something simple that they were passionate about since high school and have made career path that they love. I have never heard them complain about their choices or the workload I’m sure they have. As I look to my future and coming closer to finding my niche, I know that with a work-ethic and mind like theirs, I can create a career out of the things I love.

#NicheTip:

Going “all-in” on your niche is certainly risky and you can read about it, watch it, and people can tell you to go for it. However, sometimes it takes seeing people close to you go for it and pull it off. Look for those in your circle that have found their niche and find ways you can pull inspiration from them to get closer to living out your passion.

Day 19 - Life as you Climb: Creating Environments Where Everyone Can Thrive

During this blogging journey I have shared many stories that have revealed my passion for guiding college students and young adults to discovering their niche. However, there is one other passion of mine that I spend a lot of time on: social media and digital trends. In 2014, social media has become a buzz word that no longer serves justice to the magnitude of impact it is capable of. I am fascinated with the strategy behind social media, and how brands or people can use it connect in new and powerful ways. I am specifically intrigued by the psychology of how platforms are being used and how 18-30 year olds are experiencing life in the digital world.

In day 16 & 17’s posts, I touched upon the fact that I created a digital media team for my department. In the last few years, I have spent countless hours finding ways to teach myself several technical skills like DSLR video/photo, Final Cut Pro, Adobe suite, etc. Now, anyone that really knows me, knows I look up to entrepreneur Gary Vaynerchuk. After reading his books Crush It and Thank You Economy (two books that have helped me with my social media career and The Niche Movement) I did whatever it took to get Gary’s attention. The relationship started when Gary tweeted me back and invited our digital media team into his agency, Vayner Media in August 2012 as part of our training. Then, one of our other students Jay Anandpara, was accepted to intern there during the summer of 2013. Again, in August 2013, the relationship grew stronger when our team visited for an even better training.

*Side note: A lot of why our team is successful is because of Vayner Media’s insights and execution on social. Thank you to everyone at Vayner including Gary.

In addition to this relationship our team has established, I have spent time analyzing data and rapid prototyping different engagement strategies to find our brand’s digital voice (ie. the social media sweet spot with our audience). Yes, I used the word brand and not department. Even though we are managing 5-10 social media accounts as part of our day to day duties. The big picture of our role is to serve as the department’s voice, imagery, and ultimately, brand in the digital space. That’s what I love about social media, when it is done with intentionality it can be a powerful force for your brand.

A lot of social media is humanized - from emotions to the way we talk to the way we share (or broadcast) information. So how did we humanize it? Well, I realized this year, you need to work hard at it while continually tweaking your strategy. In addition, it most certainly can be trained - especially to 18-22 year old students. Sometimes though if you are lucky, you just come across the right person who “gets it.” In 2012-2013, our department hit the digital voice jackpot when we hired Brittany Katz.

In the last eight years, I have never worked with a student who was as well-rounded as Brittany. She came with the personality, the energy, the work-ethic, the brains,  the common sense (which was huge on countless occasions), and most of all the pulse of 18-22 year olds, especially at Rutgers. Unfortunately, many who run a social media account for any business or department, think it is as easy as “set it, push it, and forget it.” However, it takes creative thought, copywriting skills, design, time, and the instinct that it will resonate with your audience.

With little training, Brittany understood all of this from the beginning. When we launched TweetDeck (a free social media listening tool for Twitter) in the Fall of 2012, we encountered hundreds of conversations happening about Recreation/Rutgers and a lot of times not about us. Brittany was able to find the best way to @ reply or jump into conversation every single time that would build our audience’s relationship with @RUrec even closer.

Brittany’s next skill set is that she had the natural personality to get in front of our camera, host our Knightly Knowledge YouTube series, and connect with our audience via video. Finally, Brittany has the ability to step away from the cameras and apps, and connect with people. The first day of training, she hit it off with our Director and made an impression that our Director will never forget.

May 2013 was another bittersweet moment where some of our best digital team members graduated: Dylan McLendon, Emilie Buckley, Patty Rivas and unfortunately, Brittany Katz. Just like any senior, the first 3-4 months of post-graduate life was tough. Her future was just starting though. She had interviews from NYC to DC with large corporations to start-ups and agencies. She rolled with the punches and made it work, until November 2013 when she was hired as a Community Manager for Vayner Media. Needless to say, as much as I missed her on our team, I was ecstatic for her.

Since Brittany started at Vayner, within seven months she has already begun to carve out her niche. She started CM’ing (community management) for a well-known snack company. A few months later was asked to add another on another brand’s account to her responsibilities. It’s safe to say that Brittany’s amazing work-ethic, personality, expertise, and skills she learned from working with our department is paying off.

What They Taught Me:

Ultimately, what Brittany (and other students on my team) have taught me is that you can trust 18-22 year olds with your organization's social media strategy. Now that doesn’t mean I gave the “keys” to our social media accounts to Brittany on day 1. However, with the right training, expectations, and proper feedback, she grew the popularity of our accounts more than anyone. In turn, she helped our department break through the noise at a large institution.

Unfortunately, too many of my colleagues in this field (and even other business owners in other industries), are scared at just the thought of a college student, let alone an entry-level employee running their social media. What everyone needs to realize, this generation are the ones immersed in these platforms, pop culture, and staying connected. My advice, especially if you are targeting 18-30 year olds, is to hire and train (the right way) a Gen Y like Brittany.

How They Inspired Me:

If I wasn’t as passionate about helping young adults avoid employment unhappiness, I would be doing what Britney is doing in a heartbeat. Among many other ways, this is the biggest way Brittany inspires me - to see her doing something that she loves and is great at.

#NicheTip

When you hit your stride in your job where things start to click, like it did for me in 2012, you need to figure out the reasons why you’re thriving. Once you do that, repeat it as much as the situation allows. Next, tailor a similar thriving environment for those around you (i.e. employees, students, colleagues). Clearly, all of our students do not take jobs in students affairs, recreation, or social media upon graduation, but I have customized environments for them to succeed, grow, and thrive that will get them closer to discovering their niche.

Day 17 - Other Duties as Assigned: Not Always a Bad Thing

In yesterday’s blog post I introduced Chris LoBue and shared the impact he has made on my photography skills, creative ability, and entrepreneurial spirit. Looking back throughout the years working at Centenary College and Rutgers University, my marketing knowledge from FDU has always stuck with me. On a daily basis, promotion, engagement, marketing strategy and branding keeps coming back to all the programming I have been a part of.

For today’s post, I’d like to share how in 2010, I started to come closer to finding my niche and the three influential co-workers that have supported me and always kept me moving forward.

About a year and a half into my job in Rutgers Recreation, I had already learned how to update our website on the backend, use iMovie to make promo videos, and found new ways to reach out to students. In late 2009, Facebook had just turned five years old and Facebook Pages began popping up everywhere. Based on my previous knowledge and ambition to learn new things, I was asked to lead a committee to build out a social media presence for our department. After looking at trends, best practices, and seeing what else was out there, we launched our Facebook Page for our department in Spring 2010. Mind you, this was all considered ‘other duties as assigned’ at this point because I was still managing all my intramural duties. I say this because I think these other duties should not always be looked at as a bad thing...and I’d like to share with you how those other duties shaped my career path.

As I led our social strategy, our Director allowed me to recruit and hire four students in the Fall of 2010. This first go around, I had a small outreach plan and not a lot of demand. However, one project lead to another. The need for video and photo followed and I bootstrapped any resource, camera, and equipment we could get our hands on.

Over the next two years, we built out this part-time project into a department of social media managers, photographers, videographers, and brand ambassadors. I saw a vision of what this team could accomplish and how it could help our department be innovative while breaking through the noise at Rutgers. Luckily, so did our Director and she extended an offer to create a full-time position to run our marketing and social media. You know that you are carving out a niche when someone creates a position for you. Don’t get me wrong it took a lot of 60+ hour weeks, but there was light at the end of the tunnel.

Since starting in the new role as Assistant Director of Marketing and Social Media in July 2012, we have built a unit run on the creative minds and efforts of 18-22 year olds. I am completely dedicated to this team and coming up with the best social media content and creative campaigns that will actually grab the attention of college students. This upcoming year I am proud to say, we had 65 students apply for 5 positions and we now have a team of 10 students hired for Fall 2014.

By far, this has been one of my biggest accomplishments in my career and it required a lot of work, savy, resourcefulness, and small wins. Throughout the last four years, I couldn’t have done it without three co-workers that are now close friends: Kristen Pettis, Kate Quinlan, and Meredith Stille. I keep coming back to this, but I view a lot of my friends as brothers and sisters and it is safe to say that Kristen, Kate, and Meredith are my big sisters.

Trying to build your niche and make a name for yourself requires long hours, extra effort, and a desire to learn new skills. When you have hard working people like Kristen, Kate, and Meredith around you, the long days turn out to be some of the most memorable.

What they have taught me:

Kristen taught me me to be selfless. No matter what she had going on (personal or professional) she would drop what she was doing and help get it done, with a smile on her face - time after time.

Kate taught me tenacity. She is the type of person that has an idea, doesn’t wait around, and does whatever it takes to execute it. #ladypower

When one of our student employee’s had a family tragedy due to Hurricane Sandy, Meredith went all in and did whatever it took to help her and the family out. She dropped everything in her life and served as more than a supervisor and more as a family member. Meredith taught me what it really means to be there for someone.

How they inspired me:

Here’s what they all have in common and how they have helped me get closer to finding my niche:

1. They are each hard working and when they have a vision they do everything in the power to carry it out.

2. They share a passion to make a difference in the lives of young adults.

3. They are never stuck on the status quo - every year I have seen each of them find ways to improve their jobs, programs, or trainings.

#NicheTip:

Don’t ever be too good for the ‘other duties,’ be the person that takes those additional tasks and makes them awesome. It’s also so important to be firm in your vision but flexible in your path. There were times where I would have loved to have more resources or go full time with the marketing position before the department was ready. However, I kept focused on the vision and found a way to make do with the cards I was dealt. Finally, find your people. Look for the coworkers that you like to be with and that inspire you to always do better. I’ll expand on this in my post tomorrow...stay tuned.

Day 16 - People Come Into Your Life for a Reason

“There will always be a reason why you meet people. Either you need them to change your life or you’re the one who will change theirs.” - Madeline Sheehan

 

On December 30th, 2008 on top of a lighthouse in Harbour Town - Hilton Head, SC right around sunset, my life changed: I proposed to my girlfriend of five years, Courtney Stone. I spent the two months leading up to the proposal planning it all out - from asking her parent’s permission to ordering the perfect ring to planning a spur of the moment trip to South Carolina. From that moment on after I popped the big question our relationship became that much better. Courtney and I came together to celebrate with friends and family over the next month and then the real fun began: start planning a wedding. Now for most guys, this seems like a daunting task that they want nothing to do with. Of course, things like wedding registry and the late nights putting together menus and seating charts were a bit painstaking to say the least.

Little did I know that apart from the menu tasting at our venue, meeting our photographers Chris and Suzanne LoBue of CLB Photography would be the highlight of the wedding planning festivities (oh yeah, and of course marrying Courtney was fun too!).

I still remember the first time we met Chris and Suzanne in April 2008 at their studio in the basement of their home in Red Bank, NJ. Talk about a start-up (in a good way). When we arrived for our initial appointment, we were pretty much greeted by their two young, beautiful daughters Sophia and Abby. Chris and Suzanne had it down to a science and organized babysitters every time they had an appointment so they would not be distracted from their clients. Somehow they always made it work.

Courtney and I loved the personal touch and were blown away by their studio converted basement. Immediately, Chris and Suzanne connected with us before even showing us any pictures, discussing prices, or talking logistics. It felt like we knew them for years and they genuinely wanted to know about us so they could put together the best creative behind their shots and make sure it was a fit even if we weren’t going to hire them.

Long story short, we did hire them because we loved their dynamic, our comfort level with them, and their picture style really did speak for themselves.

So how does all of this fit into the “How I Found My Niche” series? For starters, CLB Photography has come a long way since 2008 while still keeping their personal touch. They have moved their studio twice and are now settled into the heart of Red Bank, NJ where they have a storefront, full-time staff and a large studio upstairs. They still focus on wedding photography but have added boudoir shoots and B2B photography as well.

How do we know all this? Because Chris and Suzanne were not only our photographers the day of our engagement shoot and wedding - they became part of our circle. Both of them are great at connecting with a variety of personalities but most of all, they are creative and take risks, just like Courtney and I.

Since our wedding in May 2010, the story with them continued on:

1. In August of 2012, I was putting together an in-depth digital media training for my new student marketing team at Rutgers University.  When I needed a photographer to conduct a training that would relevant and especially engaging, who did I call? Chris LoBue.

He not only was full of energy and kept ten college students engaged for three hours at the end of summer, he put photography on a level playing field. Whether my students were experienced or have never held a DLSR camera before, Chris kept things simple, while giving of us some of the best advice: “Do whatever it takes to get the shot.” This philosophy has stuck with us helping us capture some of best moments in our department over the last two years. All because of his valuable, down to earth training.

2. When I started the Niche Movement in January 2013, I was racking my brain of people in the tri-state area that found their niche and had a great story. Sure enough it hit me: CLB Photography. When I reached out to Chris and Suzanne, they openly invited me to their studio to let me interview them (part 1 featured below). After hearing more of their story, I really got to know them on a greater level and appreciated how far they had come. They had a vision, took risks, and grew their business all while living out their passion every day.

Prior to CLB Photography, both Chris and Suzanne were on different paths with typical 9-5 jobs that didn’t fuel their creative-side. Sure, for a while they talked about their dreams, then started working on it on the side, and finally they took a leap of faith and have never looked back. That leap of faith has paid off as they have been featured in every wedding magazine in the tri-state area, appeared on Good Morning America, and have worked with many fortune 500 companies.

What they taught me:

As I built our digital marketing team at Rutgers, Chris played a major role in my knowledge and creative ability with a camera. To this day, I try and put myself in the same mindset that Chris and Suzanne use when they are on a shoot. As it relates to finding your niche and entrepreneurship they have taught me to trust your gut. Going out on their own requires a lot of risk, but if you have a passion, strong work ethic, and vision, you can really make a name for yourself.

How they inspired me:

As I reflect over the last few years since I met Chris and Suzanne, they have definitely inspired my creative side and confidence to capture the moment. Whether it is photography or videography, when you are behind the camera, you are in charge and hold the vision on how to capture the moment. Both in my personal and professional life they have taught me to take risks and not deviate from what you value at work.

#NicheTip:

Sometimes we put our relationships in boxes. I could have easily placed the LoBues in the 'personal relationship' or 'wedding planning' box, paid for our photos and moved on. However, when I meet someone that talented and passionate about their work I am always thinking about how I can connect them with my students or how I can build upon that relationship because I know I will learn a lot from them. Look at those in your life that have found their niche, and figure out new and different ways you can continue to build the relationship and learn from them.

https://www.youtube.com/watch?v=I9kEf-MkN24

Day 11 - Make Time for the Most Important People Around You

My grandparents, Joan and Ernie DeGraw (married on March 4th, 1956), have been the two most inspirational people in my life next to my mom and dad.  From the minute I was born, I had their full attention, love, and support. For me, being an only child certainly had its perks when I was around Gram and Pa. I can recall my fondest memories started with every Wednesday and Saturday I spent with them growing up.

Wednesdays were days I spent with my Gram. She would pick me up from school, we would head to Mcdonalds, and then if it was nice out, we would head to the park spending countless hours playing on the playground or riding my bike. There was never a time my gram got sick of pushing me on the swing, following me around on my bike or hurrying me up to go home. She wouldn’t call it quits until I was ready to call it a day.

Saturday mornings were for my Pa and I. When I was younger he generally came up to our house to visit and have coffee as part of his weekend ritual. It wasn’t until I learned to use the phone that some Saturday’s he would show up unexpectedly and my parents would wonder why he was there. It turns out, I would call him without my parents knowing and ask him to come pick me up and take me down to their house for the day. Saturday mornings led to Saturday evenings where I wound up staying over their house. During the weekends, I spent at my grandparents, I would go hand in hand with my Pa to the hardware store, visit my Gram at the grocery store, help him clean their pool, and listen to Yankee games on the radio.

Growing up my grandparents were not retired, and still worked very hard. Today, this shows me even more that they cherished their time with our family even more.

My grandmother worked part-time at Grand Union (now Stop and Shop) as a cashier and my grandfather worked as a boiler operator working with various chemicals and mixtures like vanilla extract, mustard, and molasses. He had a very strong work ethic and saved every penny he could for his family. There was one time that he had to work in Maryland so he could reach his retirement. He would work Monday-Friday and come home Friday-Sunday for six months to be with my grandmother and his family.

When it was time for me to go to college, my grandparents were so excited. I was the first one on this side of the family to go away to college. They wanted to do whatever it took for me to succeed. Weeks before I left, my grandfather took me out to purchase a new computer to take to college. When it was time to move in, he was right there with me carrying boxes into the first floor of Hamilton at FDU.

One of the best parts of college: one Wednesday a month was set aside for my grandparents. They would come down with a case of water and food and when I started dating Courtney sophomore year, they would take us out to lunch at the diner in town.

My grandparents are the two most selfless people I know and have helped me in so many ways get to where I am today. Unfortunately, in January 2006 going into my last semester at college, my grandfather passed away. This was by far the most upsetting time for me, but believe it or not, his passing fueled me to leave even a greater legacy at FDU. The sacrifices I made, especially the long days and Friday afternoons planning our Habitat for Humanity trip, my Pa was in the back of mind. Thinking about his work ethic, his selflessness, and jovial personality, got me through the last semester in college.

Today, my Gram being the strong woman she is, has still been there for me. I have never seen her more proud than when I completed my masters degree, then when I got married, and now turning my passion into a reality. At 78 years old, she still works a few days a week at Stop and Shop, she cuts her own grass and shovels her own driveway. She also walks twice a day - Beyonce would definitely call her flawless...if she knew her. By the way, now that my cousin Leah is in college, she goes down to TCNJ with my Aunt and Uncle to keep the tradition alive and take her out to lunch.

The visits that my grandparents and I had growing up instilled in me the value of making time for the important people around you, especially face to face visits. As we get older our lives begin to move faster and faster and technology sometimes hides us behind a device. As I carve out my niche, it is a priority and value of mine to spend time face to face with my closest family and friends.

How they inspired me:

I look at the relationship my grandparents had and I strive for that everyday with Courtney and I. They worked hard while never complaining, enjoyed the every moment with their friends and family, and remained humble as they helped the people around them.

What they taught me:

My grandparents taught me a lot, specifically, to save your money but live in the present and not become too frugal. See, once a year (sometimes twice a year) they would take a cruise with their friends, visit Wildwood every September, and take our family on day trips to various parts of New Jersey. They showed me how to live life to the fullest.

#NicheTip:

Dedicate time at least once a month to visit with the people that mean the most to you.