Summer 2015

FOR AND BY BUSINESS STUDENTS

Summer 2015

THE

INSIDE: THE BEFORE 25 BUCKET LIST

SUMMER ISSUE MAKING THE MOST OF YOUR 20s

E H T O T E M O WELC

L O O H C S A ALBERT !

S S E N I S U OF B R FIRST MONTH NAVIGATING YOU

+

ASPIRATIONS & SUCCESS WITH MARKETING MASTERMIND

KATE

FARLINGER

September 9, 2015 6pm - 10pm Yellowhead Brewery 10229 105 st Edmonton, AB RSVP to http://bit.ly/1gnzaPf

Fall into recruitment Are you a business student interested in specializing in accounting? If so, don’t miss our recruitment event on Wednesday, September 9, 2015 - we’d love to meet you!

Join us for drinks, appetizers and the opportunity to build relationsips with PwC and your peers at the Yellowhead Brewery on Wednesday, September 9, 2015.

RSVP deadline is Friday, September 4, 2015. Space is limited.

CONTRIBUTORS EDITOR-IN-CHIEF Kevin Espenido, 2015/2016 Rachel Lee, 2014/2015

Summer 2015

CREATIVE CONTENT EDITORS Carey Poon Kawthara Shire Kyra Cusveller Lindsay Hofer Tammy Leung WRITERS Bonnie Truong Garry Deng Ilhaam Jiwaji Kara Hauca Marina Bryan Nicole Hammond Rebecca Okrainec Travis Garner Tsega MacDonald ART DIRECTOR Anna Lee, 2015/2016 Carol Wong, 2014/2015

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Editor’s Note

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What’s Up

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DYNASTY: TALKING FAMILY BUSINESS WITH AJIT NAKHWA & MANDY QUON Keeping up with the family business

EXTERNAL RELATIONS

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KATE FARLINGER Success and aspirations with the BSA President Emeritus

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GOOD VS BAD PUBLICITY Tackling the old adage “there is no such thing as bad publicity”

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SCHOOL OF RETAILING Beyond the storefront

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LUCAS MATHESON The iTunes of 3D printing & working with Silicon Valley

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HANNAH MARVIN Falling in love with marketing and retail

STUDENT SPOTLIGHT

DESIGNER Erin Struble PHOTOGRAPHERS Adrienne Leung Candace Chu Michael Zhang THOUGHT VS. THOUGHT

STRATEGIC COMMUNICATIONS DIRECTOR Zhayate Meng EVENTS Kristi Wong COORDINATORS Steven Co

COMMUNITY CENTRE

MARKETING Amy Yang COORDINATORS Paulina Brittner EXTERNAL DIRECTORS Kelsea Zalaski Leslie Chiang

EXTERNAL RELATIONS

SPONSHORSHIP COORDINATOR Matthew Ryan

PRODUCTION SPONSORED BY Xerox Canada Priority Printing PwC Cafe Rista

LAZY CHAT

SPECIAL THANKS TO Diana Wyley

CONTACT US E-MAIL uofalazyfaire @gmail.com

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WEBSITE www.lazyfaire.com

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MARKETING AT ITS FINEST Novel, creative and spectacular

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YOUR 20s ARE OVERRATED Advice for graduates and 20-somethings

cover designed by CAROL WONG cover photographed by MICHAEL ZHANG

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SEPTEMBER EVENTS & RECRUITMENT DATES Your first month at the School of Business at-aglance

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EQUITY More than just financial statements

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TV SHOW RECOMMENDATIONS Because there’s still time to binge watch before midterms

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SNACKS ON-THE-GO Staying charged during your first month

EDITOR’S NOTE

designed by CAROL WONG

H

ey! What’s up? Hello!

Welcome to the Alberta School of Business! If you’re a first-year student, let me introduce you to your first issue of Lazy Faire Magazine. This issue is dedicated solely to you, to help you make the most of your first month. If you’re a continuing SoB student, welcome back! My name is Kevin and I’m Editorin-Chief of Lazy Faire for the 2015/2016 year. This issue will help to mark the start of an incredible experience.

I want to start off by letting you know that this Summer issue is a collaborative effort between this year’s current and last year’s previous teams. This magazine would not be possible without our group of over 30 writers, designers, photographers and strategic members. Thank you to those who have moved on to even grander projects, and to those who are continuing on with us, helping us to grow and see success.

Lazy Faire is a magazine run by business students, for business students. Our goal as a publication is to become

your #1 source of information in and around the School of Business. We work to showcase the impact that business students have on their school, their peers, and their community through their leadership and hard work.

We provide you with the information you need to make decisions about your learning and career.

I won’t spend too much time talking about this issue. I’ll let the stories and designs stand on their own. Through our recurring features and content, we want to give you the tools you need to have the best experience during your time here. Once again, welcome to the Alberta School of Business.

Stay fire, fam.

KEVIN ESPENIDO Editor-in-Chief

♥ WHAT’S UP

written by TSEGA MACDONALD designed by ERIN STRUBLE & CAROL WONG

Traveltoto3535 Countries “Travel countries" Carmen Van Weelden

Bryant Park

"Meet the woman of my dreams"

BEFORE 25

Seth Van Camp

"Be on the Top 30 under 30 list in Canada"

Jordan Podealuk

"Go heli skiing in the Swiss Alps"

"Graduate with my Bcomm"

"Crash a major event...like the Oscars"

Dan Park

Devin Greenlaw

"Move out"

Daniel Roth

Anonymous

"Tailgate at a college football game"

Jason Margo

BUcket List

Robyn Patches As summer comes to an end and we start setting goals for ourselves during the year, we thought it would be interesting to see what students at the School of Business have on their bucket list before they turn 25!

"Visit every continent"

"See Kanye West live in Concert in the front row"

"Earn my motorcycle license"

Garret Rokosh

Nik Maholtra

Kate Farlinger

"Work FoR

"Be a home owner" Laramie Sissons

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Executive Membership"

- Carmen Van Weelden

"Attend the Stanley cup final"

"Get a

Chris Spence

"

"Own the world's largest hat collection" Ilhaam Jiwaji

$

"See Common live in concert"

"Gamble in the Monte Carlo"

Darrio Byron

Tsega MacDonald

"Learn how to belly Dance" Jonathan Nisar

"Swim with Sea Turtles" Tiona Tarapacki A common trend was traveling and seeking adrenaline!

The funny thing is that none of those goals are too big to achieve! Just work hard and accomplish them!

>

MONTH

at-a-glance

>>

YOUR FIRST

Aug 31 - Sept 4 Sept 1 - 3

Keep this list of important dates and events handy during your first month at the School of Business! The acronyms will take a second to pick up (there are over 20 Business clubs!), but by the end of September, you’ll have it down to a science. Good luck, get involved, and own it!

AIESEC Week of Welcome at Main Quad Business Students’ Association (BSA) Welcome Week + Clubs Fair in Business Quad

Sept 1 - 20

Management Information Systems Club (MISC) Director Recruitment

Sept 1 - 25

Lazy Faire Fall Contributor Recruitment

Sept 7 - 11

BSA Fall Book Sale

Sept 7 - 18

University of Alberta Human Resource Management Association (UAHRMA) Director Recruitment

Sept 8 - 9

AIESEC Recruitment Information Session at 5:30pm

Sept 10

UAHRMA Meet & Greet & Network of Empowered Women (NEW) Applications Open

Sept 11

MISC Fall Social

Sept 11 - 13 Sept 14

BSA Ignite Retreat Operations Management Club (OM Club) Excel Speed-Up Workshop

Sept 14 - 23

Alberta Not-for-Profit Association (ANPA) Director Recruitment

Sept 15 & 17

JDC West Athletic Try-Outs

Sept 16

JDC West Social Team Try-Outs + ENACTUS Information Session at 5:30pm

Sept 17

NEW First Information Session

Sept 18

University of Alberta Marketing Association (UAMA) Grafitti Night

Sept 20

BSA 5K Charity Run

Sept 21 - 25

BSA Cohort Rep Recruitment

Sept 21 - 30

Business Exchange Association (BEA) Director Recruitment

Sept 23 Sept 23 - 27 Sept 27 Oct 2 Mid-Oct

MISC Fall Info Session + NEW First Pre-Conference Event Alberta Energy Challenge (AEC) BSA Energize Conference Cooperative Education Students’ Association (CESA) Top of Class Dinner UAMA Director Recruitment

For more info, check us out online and stay connected! written by MARINA BRYAN designed by ANNA LEE

Lazy Faire Magazine

@Lazy_Faire

@LazyFaireMagazine

lazyfaire.com 7

Dynasty: talking Family Business with EXTERNAL RELATIONS

Ajit Nakhwa & Mandy Quon

written by KEVIN ESPENIDO designed by ANNA LEE

earlier this year, lazy Faire got a chance to speak to ajit nakhwa and mandy Quon. mandy’s family was featured on the tV show “the Quon Dynasty” in 2012, which followed their lives as they help to run mandy’s father’s business the lingnan. mandy’s mother also owns Chicken for lunch in downtown edmonton. the two met while both working part-time at the front-of-house of the lingnan and married in 2013. the couple met with us and talked about being part of a family-run business.

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Thanks for sitting down with us today. Let’s start off with each of you telling us a little bit about yourselves.

M: i graduated in 2005 from the Bachelor of arts program with a major in sociology and a minor in east asian studies. ajit and i met after university and we dated for about 7 years before getting married. we’re both quite involved in the business community. i help my parents run their restaurant the lingnan and Chicken for lunch. i also currently work for the university of alberta in the Office of Corporate and Foundation Relations, so i help the university raise funding for different faculties. Before that, I was Director of group sales for seven and a half years with Fairmont hotels & Resorts.

A: i graduated from the u of a in 2005 with a major in human Resources and a minor in marketing. the reason i picked hR was because i really wanted to get into headhunting and recruitment. it always kind of interested me. after graduating, i worked with the City of edmonton for about a year and then went into the entertainment recruitment industry.

Currently, i’ve been working with the workers’ Compensation Board for about six years. i’ve been involved in various roles there. I started off assisting workers with getting back to work, and now i’m dealing with claims.

On the topic of entrepreneurship, both The Lingnan and Chicken for Lunch are Edmonton startups. What would you say differentiates them from similar businesses?

M: i think it really comes back to my mom. she is a great businesswoman. you can see her passion for serving. when she wakes up in the morning, it’s about how she can serve you better, not how much money she can make. she moves her lineup fast because she doesn’t want you to wait, not because she wants to make extra money. her business has done very well, but we always have to get her to slow down with the portions because costs are high. that’s where my dad will come in. he’s got more of an entrepreneurial mindset. he’ll come in and provide that balance. the success of my parents’ business comes from giving a quality product and their willingness to serve.

What do you think the biggest challenge is in running either Chicken for Lunch or The Lingnan?

M: a unique challenge is that because it is a family business, everyone is so involved. my brother and i will yell at each other, but only about something that happened in the kitchen. when you bring personal relationships into a restaurant, it’s difficult. In my case, I won’t shy down to my brother, whereas if i were working in a non-family-owned restaurant, i’d shy down to my boss out of respect. my brother and my dad also fight because of the intergenerational gap. my dad’s been running the business since he was 17. he looks at the business and sees it as good and steady and doesn’t want to change it, whereas his kids are looking at how to grow it and make it busier and efficient.

What is your favourite part about running a family business? How does it compare to a nonfamily business?

A: One really big advantage of running your own business or a family business is that you have a chance to build something of your own. if you work 15-20 hours a day, you’re working for yourself and i think that’s a huge advantage. when we do taste of edmonton, mandy’s brother and i are doing 15-hour days but we know in the end, it benefits us and and the restaurant. Knowing that it directly benefits me and my family motivates me to want to work another 15-hour day.

M: Personally, I think the benefit of working in a family business is that you get to work with your family! if you can’t trust your family, who can you trust? when my brother says he’s going to do something, i know it’s going to get done. i think there’s less stress in worrying about people’s accountability because you know that the people you work with are going to give 110%. even comparing it to partnerships with friends, it can turn into an argument about fair share and proportions. in a family business, or in our family at least, we don’t calculate time or effort.

Want to read more from our interview with Ajit & Mandy? Find our extended interview and exclusive content on lazyfaire.com!

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MARKETING AT ITS FINEST

Novel, creative, and spectacular, this is what marketing is nowadays. If you take a look at the course of history and how marketing has evolved from the idea of selling to market, to marketing to customers, to today when marketing professionals market with customers; we definitely see the changes in values across time.

1 ThaiHealth for Anti-Smoking Campaign - This should not surprise some as to why this was chosen.

If you haven’t seen the video, I highly recommend looking it up. This was one of the best campaigns against smoking. It required little to no cost to film but had long lasting effects. A boy and a girl individually approached smoking adults to borrow a light, both with a cigarette in their hand. Instead of getting a light, the children received a lecture from the adults on the effects smoking has on their health, their looks and their life.

What comes next was the hook, when the child replies with, “So why are you smoking?” before leaving them with a number to a helpline to quit smoking. This one is powerful yet effective.

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When you ask someone what they think about marketing, their first thought is annoying advertisements, when in actuality, It’s about selling an idea, message or product. How many of these ads fly over our heads though? There are some really awesome advertisements out there that are plain clever, funny, thought-provoking and/or emotionally-charged. I want to share with you interesting marketing campaigns I’ve seen. Perhaps it’ll pique your interest into the world of marketing for all you creative thinkers out there.

2 I wish I could share all of the fantastic print advertisements out there. I love the use of imagery in advertisements because it’s effective and sometimes inciting.

There are countless print ads out there, including some that are so creative and witty, that they can communicate their message instantly. For example, a recent funny ad is Nikon’s camera that detects up to 12 faces. Do you see it too?

4 Dove’s Men+Care Super Bowl advertisement - This is such an adorable commercial that pays tribute to fathers. The video shows children screaming “Dad” or “Daddy” and the ad’s text says, “What makes a man stronger? Showing that he cares.” This commercial exemplifies the caring role men today are embracing more than before.

Growing up to be the tough guy and hiding your emotions isn’t a sign of ultimate male strength anymore.

Times are changing, my friend.

5 Oregon Health & Science University’s new campaign ‘One Down: Make Cancer the Victim’ was created between The Mill and Wieden+Kennedy in a visually stunning advertisement that showcases the progression of cancer and its disappearance inside the body. It’s an informative ad that sends a message of hope to families who are struggling.

written by BONNIE TRUONG designed by ANNA LEE

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Lexus: Amazing in Motion - This ad is pretty cool. It showcases technology developed by KMel Robotics using 3D mapping software, complex algorithms, and motion capture equipment. What more can you ask for? You definitely don’t see this kind of marketing back in the day.

Now that I got you curious, go check out some more awesome advertisements companies are coming up with!

YOUR 20s ARE UNDERR ATED! ADVICE FOR GRADUATES AND 20-SOMETHINGS GRADUATING UNIVERSITY IS A BIG DEAL Life totally changes once you’re out of school; you get a job, work 8 to 5 (or longer!), make some money, maybe buy a car, hang out at places you can finally afford and everything seems dandy, at first. You think, “it’s awesome that I never have to write another exam again.” But as years pass by, many of you may feel like “this job just isn’t enough.” So you decide to pursue the CPA, CFA, MBA, etc. and you’re back writing exams again—only this time, you have a full-time job while you’re doing it. And even if you don’t further your education, all of you will hit mid-20s and realize that lots of your friends are starting to get engaged. Then a few more years go by and wedding announcements slow down, while baby announcements (or divorce gossip) start to pop up. Months turn into years and you wonder to yourself “where did the time go??”

Here’s the deal: The older you get, the busier you get, and the faster your days, months and years go by. I’m not trying to freak you out, but I do want to paint a very common and real picture for you. Most of you are graduating around the age of 22 and may think that you have all the time in the world to travel or find your significant other, or that perfect job, but this lack of urgency can hurt you. Because once life (post-graduation) takes hold, you’ll be so busy getting through each day that you will likely forget to think about what you want out of life. And this is why graduating is a big deal!

Your 20s are the most transformative decade of your life, both personally and professionally. It’s the time to make as many mistakes as possible

guest article written by DEEPA MAISURIA, CA, CBV designed by CAROL WONG

because the impact on your life is minimal. Graduating university is your time to decide how you want to live your life. If you’re not cognizant about it you may end up living a life you don’t want. And the longer you stay in this position the more trapped you’ll feel because of the time and energy passively invested in doing things that don’t add value to your life. But you always have the choice to change.

One of my friends completed her BCom at U of A. She had an amazing GPA and got hired for a very competitive investment banking job in Calgary, but despite the high paying salary, she hated her life. So rather than sticking through it because of the money and prestige, she quit her job, moved back to Edmonton and is now completing dentistry at the U of A! Yes, it’s

true that she’s starting her new career at 30, rather than at 22. But if retirement is 65, she saved over 40 years of her life that she would have hated. is determined by world where success You’re graduating in a want to live your you do how So IQ. your your level of grit, not . While you’re yet r we ans ’t have the life? It’s okay if you don invest in yourself: trying to figure it out, than you’re y in places very different TRAVEL—preferabl used to; ts, watch d books, listen to podcas KEEP LEARNING. Rea sted in; ere int ’re you the things Ted Talks – learn about r greatest You .

EM TH OF TS LO MAKE MISTAKES— things, stems from trying new personal development and m; the rning from making mistakes and lea average doesn’t need another rld wo The .

LD BO BE

person.

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KATE

FAR

LIN GER WITH SUMMER AT ITS END, and the school year just beginning, we find ourselves preparing for months of hard work and goal setting. With the goal of this issue to show you what you can do during your time at the School of Business, it is time we check in with former BSA President and marketing mastermind Kate Farlinger. Beginning her fourth year at the School of Business, she had much to say about her personal goals, experiences and advice to fellow marketers.

written by REBECCA OKRAINEC designed by CAROL WONG photographed by MICHAEL ZHANG

WHAT ARE YOUR FUTURE CAREER ASPIRATIONS?

“I always saw myself wanting to do something deemed successful and good at the same time.” —Howard Schultz This is one of my favourite quotes, and one that I believe phrases my aspirations very well. I aspire to be the Chief Marketing Officer of a Fortune 500 Company, however I want to ensure that I can still make valuable contributions to society and retain my ethics and morals.

WITH A YEAR AS PRESIDENT UNDER YOUR BELT, WHAT DO YOU FEEL THE BSA CAN CONTINUE TO IMPROVE ON? I believe the BSA has more opportunity to tailor its host of offerings to better suit the needs of all different types of students. I would love to see career events specifically for graduating students, international student bonding activities, large scale case competition workshops for those looking to get started on cases, or events that unite all Business students through pride for their Faculty and University.

YOU HAVE BEEN PART OF NUMEROUS TEAMS. FROM YOUR EXPERIENCES, WHAT DO YOU FEEL MAKES TEAMS SUCCESSFUL? Motivation! I firmly believe that you can have the most talented team in the world, but if the team itself isn’t motivated, you will never achieve its full potential. In my experience, the top motivators in a team situation are intrinsic, they are: 1) Achievement, 2) Recognition and 3) Work itself. I have always found this very interesting, because when you look at how most employment positions are incentivized and motivated, it is through salary, work conditions or status.

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OUT OF ALL THE MARKETING JOBS AND PROJECTS YOU’VE WORKED ON, WHICH HAS BEEN THE MOST INTERESTING? Last summer, I had an internship with General Motors Canada in the Chevrolet Advertising department.

My supervisor during the internship truly believed in my ability and sought to give me a significant amount of responsibility. I was allowed to manage the Chevrolet, Buick and GMC brochures for Canada, involved in creating a launch campaign for a new vehicle and my claim to fame: I directed part of the opening sequence for The Amazing Race Canada!

WHAT ADVICE WOULD YOU OFFER TO STUDENTS APPREHENSIVE ABOUT MARKETING BECAUSE THEY THINK IT IS ALL POWERPOINTS AND ADVERTISING? When I began my time at the Alberta School of Business, I was under the impression that marketing equals advertising. It took a lot of research, Mad Men episodes, and coffees with corporates to understand that marketing is divided into what industry likes to call “client side” and “agency side.” “Client side” involves the marketing research, analytics, strategy development, customer profiling and brand development that companies undertake in their marketing efforts. “Agency side” is carried out by advertising agencies that are contracted by companies to transform their strategy into communication pieces for consumers like advertisements and promotional programs. They also carry out their own advertising research, customer profiling and key performance indicator analysis. As for PowerPoints...those exist on both sides of the equation.

STUDENT SPOTLIGHT

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14

EQUITY: It's for everyone

And we’re not talking shareholders’ equity, folks!

guest article by the BUSINESS STUDENTS' ASSOCIATION designed by CAROL WONG

I

n the School of Business, when we talk about ‘equity,’ it's generally in the context of shareholders’ equity (remember ACCTG 311?); but there's another type of equity that's even more important. According to the Oxford English Dictionary equity is “the quality of being equal or fair.” Just as each of us have the responsibility to be a leader, no matter our role, we also have a responsibility to promote and exhibit equitable behaviour. Equity comes in many forms – inclusion, respect, honesty – and each of these help to contribute to the creation of environments that are safe and empowering for everyone. Equitable environments are what clubs in the School of Business and the broader U of A campus strive to achieve. With club activities and director recruitment ramping up, knowing what your responsibility is as a club executive, or student volunteer can be very helpful.

Take a look around the School of Business and you'll see many student groups and organizations. Though they might all have different goals and objectives, they are all bound by a similar responsibilities to the student body: to behave in a fair and equitable manner. Members of clubs bear the responsibility of representing their club as one that behaves fairly, equitably and responsibly towards one another and the student body as a whole. Doing so requires constant effort, but this behaviour can protect students against bullying, harassment, and discrimination.

Additionally, any volunteer that is associated with the club, such as an event volunteer, is also bound by the same expectations. One of the key factors in maintaining a high level of equity within a group of volunteers is communication.

Make expectations clear and ensure that they are understood and practiced by everyone involved.

At the School of Business, all students as individuals should assume the responsibility of acting in a responsible and equitable manner. Treating all students and faculty members fairly and with respect is just one way to demonstrate that students from the Alberta School of Business are not only bright professional business leaders of tomorrow, but are also exceptional role models to the world.

As we walk through the Alberta School of Business doors, we take on not only the role of a student but also a leader, a Leader from Alberta, for the World. No matter what we choose to be involved in, it is our responsibility to not only act with respect and honesty, but also to challenge our peers to do the same. Whether we end up pursuing a career focusing on shareholder's equity or brand equity, we all share the responsibility to act equitably as student leaders.

Equity comes in many forms—inclusion, respect, honesty—and each of these help to contribute to the creation of environments that are safe and empowering for everyone.

THOUGHT VS. THOUGHT

A B S V D GOO as g in h t h c u s o n is “There bad publicity.”

before. Indeed, any ny of us have heard ma re su I’m t no tha e ot than bad publicity is Now there’s a qu ly thing that’s worse on when the e, – ag y d cit an bli y pu da : in the current publicity is good n any ca e all probably thinking w u’r ho yo e, at for wh be er ow ev kn I publicity. widespread than d an ble our has aila av rum y d dil ba a rea ng as simple as information is more recent thing? Even somethi of od ra go tho a ple be a y cit re bli su form of bad pu mstances, and I’m cu cir ht rig ugh*). *co the r ill de al un (*cough* BP Oil Sp the potential to go vir in our minds as well sh y can fre cit l bli stil pu d are s ba ple of this: any form ing bad publicity exam say by s ern . nc ely co tiv to ease your gically and effec However, allow me and managed strate led nd ha it’s as g lon be good publicity, so y for tend to have an affinit nst to me, a lot of us get stuck ow kn ers be oth un n ing so tch rea wa r For whateve we get a kick out of st, lea ry people ve me the so at e, or om. Of cours watching others fail, rt of some horrible sitc pa be e y’r uld the wo ny like s ma t on in chaotic situati d perspective, bu ically h the aforementione typ y wit cit bli ree pu ag d dis ba to t se will choo nventional truth tha t’s ue against the unco y. We can’t help it, tha hard-pressed to arg n than good publicit tio en att even d y, an cit pe bli hy pu re all mo n, e the rat tends to gene ing off of this point n brain is wired. Build nerates – how one just the way the huma of the attention it ge e us ca be rily ma pri ial blicity would fic ne nes whether said pu bad publicity, is be tion is what determi en att ed rat ne ge t manages tha make or break you. of epic d with bad publicity ere one is presente wh s ccess stories ce Su tan . on ms ati cu cir situ r Even unde rly take care of the pe pro to ble instances of ssi se po im some may even e proportions, it’s not h the right mindset, wit d t stronger an ou ty, me len co ap d of this nature are rand themselves an reb to ies nit d rtu po of ct op city – any form ba bad publicity as perfe ch thing as bad publi su y and no is all lly gic rea ate re str d and manage than before. Thus, the so long as it’s handled y, cit bli pu od go be publicity can effectively.

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Y T I C I L B U AD P “Is any publicity good publicity?”

answer ich I can confidently at is a question to wh Th ? willing ed I’m . tic BP no s: be ter to let Is It just good argument with two tire en my ning ke ste ma gli I could es of sea animals “no.” I feel as though ht to your mind flash ug of bro es rs ag cte im ara ps ch or perha to guess that those breed of Pokémon, king like some new e waters of the Gulf blu e stin pri ise in black goop and loo erw oth the of ce of a rfa su s the de ago the first page thick oil oozing acros ppened half a deca ha ill still sp the oil ng the ssi h cu ug ra of articles dis of Mexico. Even tho very ters reveals a pletho let ate o on tw res se t no tho es on h do Google searc is that the name BP result of that event bad publicity. ongoing effects. The perfect example of a as s rve se d an e Jo ge well with the avera ppers. owner of the L.A. Cli Sterling, the former ld na Do at him k of loo d t’s se Le s relea Still not convinced? otlight when audio wa projected into the sp od for him? Not at go y cit bli pu In 2014 Sterling was of e gre ers’ ents. Was this high de ted outside the Clipp making racist comm ned him, fans protes em oa nd int co s ed litie ter na en d rso $2.5 million, an all, many public pe his the NBA for life, fined t m los fro he r, ed ve nn ba reo s Mo wa stadium, he s including his wife. s with several partie that Sterling’s case variety of legal battle P. There is no doubt AC NA the m fro ard aw ussions. nt lifetime achieveme with positive reperc t all publicity comes no t tha s se asi ph further em the rios; situations where ent worse case scena res y can cit rep y bli arl pu t cle e tha ov te ab tra The two cases r, they also demons ve we Ho n. g. tio on iza wr an in the ual or an org accused was clearly inion hurting an individ op c -A. bli -fil pu ick ge Ch an at ch ok n me? Not at all. Lo be a bad thing, it ca ic d to a negative outco ob lea ph s mo ay ho alw y de cit ma bli O Does bad pu c glare after the CO d record was thrust into publi that the company ha s wa y The fast food chain ers ov ntr co the of ult ts, but ec res eff the t ve ye siti some very po comments in 2012 city can actually have ite bli qu pu be e n tiv ca ga s Ne . me es tco breaking sal ted above, the ou tra ns mo de As . se ca od. that is not always the , not all publicity is go the final answer; no detrimental providing

written by TRAVIS GARNER & GARRY DENG designed by CAROL WONG

17

COMMUNITY CENTRE

SCHOOL OF

RETAILING:

Walking through HUB Mall, the School of Retailing office is impossible to miss. With its striking decor, trendy chairs, and a constant buzz of activity, it feels like the place to be. If you’ve ever seen a poster for Retail Week, but wondered what else the SoR has in store, read on for a crash course on one of the most exciting opportunities for students in the School of Business.

beyond the

storefront not just folding shirts.

The biggest misconception most people have about the field of retail is that it ends at the storefront, when that really is only the beginning. Retail, like all other kinds of business, is dynamic and multifaceted, with elements of HR, marketing, and even finance woven throughout the entire business model. The School of Retailing is dedicated to breaking through misconception, and expanding students’ understanding of the field of retail. In order to raise this awareness, the SoR hosts two large events during the year: Retail Week, in the fall semester, and the Thought Leadership Conference, in the winter.

RETAIL WEEK: october 2015

ELNUR KASUMOV Managing Director, School of Retailing kasumov@ualberta.ca

The biggest and most exciting week in the business atrium takes place from October 5th to October 9th. Over 60 major retailers, as well as an estimated 4000 students, attended Retail Week events in 2014. 2015’s events are promising to be, if anything, even bigger and better. Elements of Retail Week include, several pop-up shops, networking opportunities, presentations by retail professionals and an insanely interactive career fair. Previously featured companies include: Lush, Pepsico, Starbucks, Target, and ATB Financial.

THOUGHT LEADERSHIP CONFERENCE: march 2016

The first ever School of Retailing Thought Leadership Conference was held last March with the goal of bringing together students and industry professionals for a wide variety of conversation topics, including HR, media, and real estate. This inaugural event was hugely successful, so keep your eyes open for more exciting news in 2016!

finding your fit.

SARAH WARD Student President Emeritus, School of Retailing sward1@ualberta.ca

written by KYRA CUSVELLER designed by CAROL WONG photographed by ADRIENNE LEUNG

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The School of Retailing space only looks intimidating from the outside. Inside, the light is flattering, and the people are warm and welcoming. The School of Retailing has already started planning for Retail Week 2015, and an incredible event like this needs some incredible volunteers. As a member of the planning or volunteer committee, you will be responsible for executing some of the most exciting aspects of the SoR’s events. This is an excellent way to get your foot in the door with the School of Retailing, and have an absolute blast while you’re at it.

If you’re interested in becoming involved with Retail Week, drop by the office at HUB 9007, or get in touch at schoolofretailing@ualberta.ca.

TV SHOW RECOMMENDATIONS written by ILHAAM JIWAJI designed by CAROL WONG

New & Upcoming

The Royals 2015

10 ep.

Empire HD

Basically the new “Gossip Girl” but has been pretty interesting so far. It follows the royal family in modern times after the heir to the throne dies leaving a family in shambles.

2015

12 ep.

Younger HD

2015

12 ep.

HD

I’ve only heard good things about this show.

It follows a Hip-Hop artist after he is medically diagnosed, prompting him to decide which of his three sons to leave his empire too. Seems interesting enough and I will definitely start watching it soon.

Good show for those who are interested in publishing and love Hilary Duff. But lets be honest, how can anyone hate Lizzie McGuire?

The Mindy Project

Unbreakable Kimmy Schmidt

The Big Bang Theory

2012

2015

2007

Comedy

67 ep.

HD

13 ep.

HD

183 ep.

HD

I don’t think I have ever met a person who hates this show. From a writer on “The Office,” this show follows Mindy Lahiri, a lovelorn OBGYN who may not always be loveable but sure is relatable.

A Netflix Original Series that follows Kimi Schmidt, a woman rescued from a doomsday cult who has to start life over again in NY City, this show but it had the many advantages of being produced by Tina Fey.

Drama

Guilty Pleasures

The 100

Big Brother Canada

Grey's Anatomy

2013

2005

2014

29 ep.

HD

This show is a sci-fi drama that follows the first 100 humans returning to a post-apocalyptic Earth. It is a lot like the cult classic “Lost” but with a new twist.

87 ep.

HD

Fifteen people share an isolated home and try to avoid being evicted by their housemates.

With the constant plot twists and drama one can’t help but love this show. It also has a new episode three times a week!

This show about two genius roommates and their next door neighbor does eventually get repetitive but the first couple of seasons are hilarious.

ep.

HD

The first couple of seasons are insanely good.

The show has gone through some rough times, getting very close to being a soap opera.

But I still love to watch this on a lazy Sunday!

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Lucas

Matheson LUCAS MATHESON of Pinshape has his MBA from the U of A, is a CFA Charterholder, and has worked for AIMCo, Deloi!e, and Capital Power. With this list of accomplishments, Lucas went on to be a co-founder of Pinshape, which has been dubbed the “iTunes for 3D Printing” in this industry. He took our call over Skype from his home base in Vancouver and shared his experience with Silicon Valley, 3D printing, and tech start-ups.

HOW DID YOU GET STARTED WITH PINSHAPE? Nick Schwinghammer (co-founder of Pinshape) and I met while doing our MBAs, and when we finished grad school I was exploring industries that I thought would be fun to start a business in. I started reading about 3D printing and seeing it pop up in the news and in "e Economist. I started to become more curious about where the industry was going and where there was room to participate. One day Nick saw me out of the window of his office and we ended up going for lunch the next day. I told him about my idea and asked if he would be interested. We spent the next four months exploring the space, buying research papers, checking out competition in the market, and trying to understand where we think the industry is going. From there we put together a scope document and a business plan, competed in a couple business case competitions, and that’s how we got started.

HOW DID YOU FUND PINSHAPE INITIALLY? Luckily Nick and I both had full-time jobs at the time, so we used our funding to bootstrap the business for about six months. We were also lucky that we found a technical co-founder [Andre Yanes] to build our web application who was willing to work for free for equity in the company. We set milestones, and as [Andre] achieved those milestones he earned more equity in the business. So that allowed us to invest a minimal amount of money in the first couple of months. A$er that we applied and got into 500 Startups which is an accelerator in the Silicon Valley. "ey invested $100,000 US and brought us into the program in California. Part of the program taught us how to raise money and connect with investors, and then we subsequently raised money.

WHAT ADVICE CAN YOU GIVE STUDENTS INTERESTED IN STARTING THEIR OWN BUSINESS? If you’ve been thinking about starting a company: do it as early as

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you possibly can. I wish I could go back and start a company right out of undergrad. In the Valley I’m an older entrepreneur; in my team I’m definitely one of the oldest and it’s definitely a challenge when you’re married with kids. I have two young boys and I’ve been very lucky to have a wife that’s incredibly supportive of my ambition and passion in starting this company. So my advice for people is to get going as early as you can, and take advantage of all the time you have in school to learn as much as you can.

WHAT’S A GOOD BUSINESS BOOK? Our whole team read a book called "e Lean Startup. It completely changed the dynamic and culture of the company and gave us permission to learn. "e Lean Startup provides a framework for how you can learn from your customers. So that’s the first thing I’d read, especially if you want to start a tech company.

YOU MENTIONED THAT YOU HAD WASTED A LOT OF TIME IN THE BEGINNING OF PINSHAPE, WAS THERE ANY PART OF THE PROCESS YOU COULD HAVE CUT OUT LOOKING BACK? Do not write a business plan. Do not do a financial model. If people ask you to do those things, it’s a complete waste of time. A business plan is great for a retail store in a traditional market, but when you’re creating a technology start-up, the reality is you have no idea what you’re doing. What I would recommend is thinking about how you can quickly and efficiently talk to customers and get as much information about real customers to understand the problems they’re facing. "e strategies that companies are using in the Valley are allowing them to learn so much faster because they’re assuming that they don’t fully understand the problem they’re solving and spend more time collecting information to make be!er decisions. "ey build a vision, and do everything they can to accomplish that vision.

EXTERNAL RELATIONS

written by NICOLE HAMMOND designed by CAROL WONG photograph c/o PINSHAPE

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Snacks On-the-Go!

September is easily one of the busiest months of a Business student’s year. You need enough energy for those long days of classes/networking/interviews/info sessions/conferences. Just how exactly can you manage all that without resorting to junk food or breaking the bank? Pack yourself healthy snacks at home to keep up your energy and to save money!

if you replace with nutritious snacking foods!

crunchy items!

Almonds 138 calories per 20

Grapes 68 calories per 20 grapes

Cashews 155 calories per 10

Cucumbers 160 calories per cup

Sunflower seeds 186 calories per ¼ cup

Bell peppers 20 calories per pepper

Raisins 78 calories per 40

Whole wheat crackers 160 per calories 10 crackers

Blueberries 85 calories per cup

Carrots 45 calories per cup

Trail mix (but don’t just eat the M&Ms!) 173 calories per ¼ cup

Pretzels 165 calories per 15 crackers

Mandarin oranges 35 calories per orange

if you replace with high protein, low calorie frozen treats!

Frozen yogurt typically about 180 - 220 calories per cup Yogurt parfaits typically approx. 200 - 240 calories per cup Greek yogurt typically about 90 - 120 calories per ½ cup Fruit popsicles typically 30 - 60 calories per popsicle written by KARA HAUCA designed by ERIN STRUBLE & CAROL WONG

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if you replace with healthy,

Celery and peanut butter 195 calories per medium stalk of celery with 2 tablespoons of smooth peanut butter Low Calorie popcorn 180 calories per 6 cups Pita chips 130 calories per 10 chips

stay hydrated and drink water!

Yes, it sucks to leave your laptop and backpack lying around while you go pee every hour, but drinking water makes the neurons in your brain more efficient. Suck it up and ask someone to watch your stuff. It’s good to take a little break from September insanity once in a while and having to pee will remind you to take those breaks. If you need coffee, use it sparingly.

Coffee dehydrates you and doesn’t have the same health benefits as water, no matter how delicious and energizing you think it is.

HANNAH MARVIN

LAZY CHAT

falling in love with marketing and retail

written by KEVIN ESPENIDO designed by CAROL WONG photographed by CANDACE CHU

written by KEVIN ESPENIDO designed by CAROL WONG photographed by MICHAEL ZHANG

Thanks for meeting up with us Hannah! Could you start off with telling us a little bit more about your roles with Kit and Ace and the School of Retailing?

At Kit and Ace, we call our space ‘shop architecture’ and I'm responsible for the visual merchandising and product aspects. I think visual merchandising really relates to the in-house marketing of a retail shop. I receive product and am also responsible for managing the team. As for the School of Retailing Consulting Group, Londonderry Mall is undergoing a $130 million revitalization and my team's job is finding the demographics of the different trade areas and people who will be shopping there, then figuring out what marketing mix is going to cater to all of their needs.

What s your favourite thing about having a degree in both marketing and retail?

There's so much opportunity in retail. What I love about its marketing side is the science behind why people buy. I think consumer behavior is

Hannah Marvin graduated in December 2014 with a major in marketing and a minor in retailing and services.

During her time in the School of Business, she was an Events Director for the Network of Empowered Women and a Student President for the School of Retailing, spearheading the planning and execution of Retail Week 2014. Hannah is now a Shop Lead for the technical cashmere brand Kit and Ace as well as a Managing Director with the School of Retailing Consulting Group. Lazy Faire was able to meet up with Hannah in the middle of her busy schedule to talk about how her love for marketing and retail has brought her to where she is today.

fascinating and the ability to target a certain demographic and create a marketing mix towards their needs is really exciting work. It's so fast paced and it's always changing, so I love that aspect of it too.

Do you see a lot of the marketing skills you learned in the School of Business translating into the type of work that you re doing now?

I'd say so. I think my work uses half of what I've learned in school, and half of the experience I've gained in the industry before graduating. One of my favourite classes was MARK 468. I learned a lot about buying patterns and creating a retail value proposition. I've taken what I've learned in that class and brought it to my work at Kit and Ace. It's also definitely the experiences that I've gained with the School of Retailing and the internships that I've had.

Mall during the mall's rebranding. I learned a lot about the commercial real estate aspect of retail and marketing. It definitely pushed me to want to work in that industry long-term. I was in charge of the social media side of the project and helped get their Facebook, Twitter, and Instagram off the ground. Now, they have the highest following of all the malls in Edmonton.

What kind of plans do you have for the future?

My long-term goal is definitely to work corporate retail within a marketing department in a role that deals with branding. Ideally, I would love for that to be a fashion retailer, but I'm also looking into the commercial real estate side, which is related more to entire shopping malls. In that role, you get to touch on several different retailers instead of just one. That's something that I'm constantly working towards with all the experiences I've picked up along the way.

What kind of internships have you had?

I was the marketing intern for West Edmonton

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