STORIES LEHIGH STUDENT With polished pitches and detailed plans, Lehigh Business marketing students offered executives of two Lehigh Valley companies ideas for expanding their digital and social media marketing. At the May 4 event in the Business Innovation Building, eight teams from two digital and social media marketing classes had 13 minutes each to showcase their social media campaigns for either 190-year-old C.F. Martin & Company (better known as Martin Guitar) or the fledgling HangDog Outdoor Adventures. Emily Friedman ’23 and Samantha Thompson ’23 were among those who worked on plans to promote Martin’s brand to young enthusiasts. Their plan included identifying and offering incentives to micro-influencers who play guitar and have followings on sites such as TikTok, Instagram and YouTube. Students pitched ideas for a collaboration with Levi’s jeans and created videos and promotions encouraging user-generated content to appeal to a younger demographic. FALL 2023 27 The Real Thing Marketing students pitch social media strategies to Martin Guitar and HangDog Outdoor Adventures. BY MARGIE PETERSON BUSINESS.LEHIGH.EDU CHRISTA NEU
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