A Passion for Marketing Jennifer Cohen 2005
Jennifer Cohen discovered one of her passions by chance as a student tour guide at Ursinus. “I was essentially doing marketing for the school and loved it,” says Cohen. “I was telling potential students why this college was great and why they should come here. I realized I was passionate about working in a marketing field someday.” Fast-forward six years, and Cohen isn’t just working in the field of marketing, she is president and founder of her own marketing company, Something Creative LLC. Founded in 2008, Something Creative works with companies on their digital strategies and social media marketing, showing them how to use tools such as Facebook, Twitter and blogs effectively. One of Cohen’s biggest clients is Uniball Pen, which agreed to run its marketing campaign entirely through Facebook. The company began with a give away campaign of 10,000 pens a day for 90 days to drive customers to their page. In the course of the campaign, Uniball fans on Facebook soared from 1,000 to over 70,000. “Everybody was pleased with the results and it ended up to be a successful campaign,” says Cohen. “Because the campaign was through social media, we were able to give Uniball feedback immediately.” After graduating from Ursinus with a Bachelor of Arts in Communications, Cohen received her masters in Public Relations from Rowan University in 2006. At Rowan, she worked as a graduate assistant in the Office of University Marketing where she honed her skills. Before starting Something Creative, Cohen worked as the social media coordinator at Rita’s Water Ice, as well as a social media specialist for other public relations firms such as Foster Web Marketing, which worked with attorneys and small law firms. Cohen soon realized she had the drive and determination to work on her own. “The few agencies I worked with were great,” says Cohen. “But I really got my fill of the corporate world. I thought I could make it work with my own company.” A natural extrovert, Cohen is also an avid speaker and presenter in the marketing and social media world. Her presence on the web is everywhere. She has starred in webinars, writes her own blog, jencohen14.wordpress.com, and has appeared as a guest on podcasts and radio shows. In a field where you can always be at work, Cohen’s limitless energy and enthusiasm is a perfect match. This fall, Cohen sat on a PAGE 34 URSINUS MAGAZINE
social media panel at the prestigious Pennsylvania Conference for Women. The panel focused on women in small businesses and was moderated by Tory Johnson, a Good Morning America contributor. Johnson is founder of the company Spark and Hustle, which helps women start their own businesses. “The caliber of speakers that were there were truly amazing,” says Cohen about the conference, which included Gloria Steinem. “I was honored to be asked to be a part of it and met women such as Patricia Miller, the founder of Vera Bradley. She is such an inspiration to me.” In addition to speaking at conferences, Cohen also encourages students to become future entrepreneurs. As an adjunct professor in the Professional Communications Department at Philadelphia University, she teaches classes on public relations and media writing. “Jen is such a go-getter,” says Mary Beth Kurilko, interim chair of the Professional Communications Department at Philadelphia University. “She has proved to be such a wonderful teacher and her students have given her such amazing feedback.” By Ellen Cosgrove Labrecque 1995
Founded in 2008, Something Creative works with companies on their digital strategies and social media marketing, showing them how to use tools such as Facebook, Twitter and blogs effectively. Jennifer Cohen