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Western North Carolina, Tropical Storm Helene & Small Business Recovery, Part 1

As a resident of Western North Carolina (WNC) working in community and economic development, I have come to know and understand the many unique challenges that both residents and small businesses face, such as the land and unique mountainous terrain, the price and lack of affordable housing, the lack of childcare and affordable childcare, and the cost of living to name a few. I acknowledge that many of these challenges are not unique to WNC and can be universally applied to the country.

So, let me try to paint you a picture of WNC. Most of it is rural, with small populations in each county and municipality that heavily rely on small businesses and tourism to support local economies.

Regardless of the size of some communities, 45% of North Carolina’s GDP comes from Western North Carolina (OSBM Helene Damage Assessment), and 99.6% of North Carolina’s GDP comes from small business owners.

https://www.osbm.nc.gov/hurricane-helene-dna/open

15 Fascinating North Carolina Small Business Statistics

The months of September and October are classified as “peak leaf season,” as many tourists flock to the area to witness the spectacular seasonal change of the trees that fills mountains and hillsides with bright colors of yellow, orange, and red. These tourists typically provide small business owners with about 30% of their annual revenue, enough to sustain them during the slower winter months until tourism picks up again during the spring. There is much more relevance to this, and I’ll get into it further.

There are a total of 100 counties in North Carolina that are rated on a 3-level tier system. Most of WNC is also classified as distressed in accordance with the state’s rating system, which can be found here: https://www.commerce.nc.gov/grants-incentives/county-distress-rankings-tiers

The median income is below the state’s median income of $68,610, and we have a higher population of seniors than the state, requiring a high level of care. For more in-depth details, please feel free to explore this county profile map put together by the NC Rural Center: https://www.ncruralcenter.org/county-data/

Thinking back to late September of 2024, I don’t think anyone could have predicted the magnitude or the impact that Tropical Storm (TS) Helene would have in our region.

I was extremely fortunate, thankful, and grateful to have escaped the storm with no damage other than food loss. Thinking back to that day, I recall being home on Friday, September 27, and the power went out at about 8:00 am. Many parts of Western North Carolina had already received 6-10 inches of rain the day before the implications of TS Helene, which set the stage for the disastrous events that followed. The ground became over-saturated with water from a different storm system the day before, and the surrounding bodies of water had already risen or flooded.

I was calm when the power went out. I thought I was prepared and ready. I was not. No one was. No amount of warning could have prepared the citizens of the disaster-declared counties for what was to come. Shortly after the power went out, all cell phone communication was lost, and there was no internet access. I was in the dark, literally and figuratively. Having no idea what was happening and inability to find out sent me into panic mode. I made preparations to leave until it was suitable to come back, which ended up being almost 3 weeks later when the electricity was restored.

I remember waking up early on Saturday, loading my car, and heading out into the unknown. A typical 3-hour drive took almost 6 hours, and I had to drive well over 120 miles before I could get a glimmer of cell phone reception. Every small town that I drove through was also without electricity. Homes were ravaged and destroyed, and I witnessed the entire River Arts District underwater while driving out of Asheville. I saw homes and vehicles with trees lying across them. I saw a whole section of the interstate closed from a mudslide in Black Mountain, which caused a reroute from 70 to 26 for myself and many others trying to leave the city. I saw people, blanked-faced, wandering the streets in a state of panic and confusion, trying to figure out where to go or what to do. It was the equivalent of the zombie apocalypse minus the zombies. I don’t know how else to explain it.

I watched the chaos unfold from afar and kept my neighbors and friends up-to-date as much as I could via text messages who had chosen to stay in their homes but did not have internet access. Leaving my home left me with a feeling of guilt, but I soon realized that I was one less person in the area to take away from the resources that were desperately needed by those who had lost everything.

Here is a view of what I saw driving out of Asheville on Saturday, the 28th. The French Broad River reached over 16 feet by 11 am covering most of the River Arts District, seen here from the Haywood Road bridge. Photo Source: Jacob Biba/Asheville Citizen-Times: https://www.citizen-times.com/picture-gallery/news/local/2024/09/29/river-arts-district-asheville-flooding/75442009007/

WNC communities and small businesses were and are still recovering from TS Fred, in addition to small businesses recovering from the COVID-19 global pandemic before TS Helene hit. Most of Fred’s public recovery efforts have been wrapped into the scope of TS Helene’s recovery efforts. Public recovery is a challenge but not the same as private business recovery.

Private business recovery differs significantly from public recovery because business owners assume 100% of the risk. There are few options for small business owners (SBOs) outside of loans or grants (if they can find any). Many SBOs are still paying off loans that supported them throughout the pandemic and cannot borrow more money regardless of the low interest rates offered by the Small Business Administration.

So, what was the first problem? As I said before, small businesses earn approximately 30% of their annual revenue during September and October, peak leaf season. The revenue earned during peak leaf season carries SBOs to spring when tourism picks up again. Just because communities were located in disaster-declared counties does not equate to them being closed for business. They had the capacity to handle economic activities derived from tourism.

The former Governor of North Carolina, Roy Cooper, declared WNC closed for business and announced to tourists, “We don’t want you here.” Naturally, people stopped coming. https://www.citizen-times.com/story/news/local/2024/10/03/nc-gov-cooper-to-tourists-after-helene-we-dont-want-you-here/75494195007/

I understand the implications that were caused to all of the roads in Western North Carolina and the need for roadways to be free for emergency responders and trucks bringing in aid. Still, at the same time, small, rural, distressed communities that were not impacted or minimally impacted that could host tourists were unintentionally crippled through the actions of the former Governor. The intentions were good, but the delivery was terrible and should have been much more precise regarding what was closed to tourism and who was open.

What’s the second problem? At the time, the Small Business Administration (SBA) ran out of funds for the year and could not provide disaster relief loans in a timely manner. https://www.sba.gov/article/2024/10/15/sba-exhausts-funds-new-disaster-loans

So, let’s say a business owner filed an insurance claim, and like most insurance claims, there was a partial or complete denial. Now, the business owner turns to the SBA, and there is no money. What are they supposed to do? The harsh reality is that many had to close their shops, pack up, and leave the state. Their employees and the owners are out of work, the local economy is affected, and the entirety of North Carolina is affected.

Thanks for stopping by The Professional Student! Part 2 will follow shortly, but please let me know your thoughts, especially if you’re a local resident of Western North Carolina.

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The Art of Black Buttercream

Welcome back to The Professional Student. Today, I want to dive into another baking edition post and offer tips on making black buttercream and coloring buttercream. I recently made the cake pictured above, and I love the dramatic effect of black buttercream against the gold! The cake is 4 layers of dark chocolate buttermilk cake layered with dark chocolate ganache and a fresh strawberry filling. The buttercream is a dark chocolate Italian meringue.

Coloring buttercream is a challenge, let alone making one of the hardest colors, black. Over the years, I have picked up some tricks and tips that have helped me achieve the colors I want, and I would like to share those with you!

For black buttercream:

  1. Always use a gel-based food coloring, as they are super concentrated.
  2. It is much easier to color chocolate buttercream black than regular white vanilla buttercream.
  3. Gradually add the gel food coloring, mix, and continue to add until you get something close to what you want, as the color will darken as it sits.
  4. If you must use vanilla buttercream, color it dark brown first before adding in black.
  5. Color your buttercream the day before you need it, as the color will develop over night and get darker.
  6. If you’re in a rush, a quick zap in the microwave will help develop the color faster. Just don’t melt your buttercream during the process (this works for any color).
  7. To avoid consuming too much colored buttercream, do an uncolored base coat, allow it to chill in the refrigerator, and coat it again with the colored buttercream. This will also prevent the need to make huge amounts of colored buttercream, as gel food coloring is not cheap and ultimately saves you money.

I will include a link to the black gel food coloring I prefer to use from Amazon. As an Amazon affiliate, I am eligible for a small commission based on clicks and purchases. You might not need a bottle this big, but it does last a long time.

https://amzn.to/3wAhs7H

For coloring buttercream:

  1. Always use gel food colors, as they are super concentrated. A little goes a long way.
  2. As previously mentioned, it is best to color buttercream the day before use to allow the color to develop, or you may speed the process up with a quick zap in the microwave, but do not melt your buttercream.
  3. Always color a bit lighter, as the buttercream will darken as it develops.
  4. To make colors that pop a little more, use white gel color first, followed by the desired color. Alternatively, you can purchase “bright” or “neon” food colors.
  5. Use a food gel coloring wheel to make specific colors, as it provides the formulas for the colors and the amounts to use.

I will include a link to “neon” or “bright” food colorings I use and have purchased. These are smaller bottles, but larger bottles, such as the link I posted for black gel color, are available on Amazon. It really depends on your needs. When I was operating my own business, I spent well over $450 just on gel food coloring. They’re expensive, and I think folks who don’t bake might not realize that.

https://amzn.to/4bjKesp

I will also provide an Amazon link for a color wheel food coloring guide.

https://amzn.to/3QNaEdI

I’ve also found for making deeper colors, like a deep red; adding some dark brown can help bring out the red, but not too much, or you’ll have brick red. I believe a deep red and black are two of the hardest colors to achieve, and coloring buttercream is generally tricky.

I hope the tips I have provided and the helpful product links will allow you to easily tackle your next cake or baking project. Thanks for stopping by The Professional Student, and don’t forget to comment, like, and reblog!

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The Professional Student: French Macaron Edition, Method & Recipe

French macarons made by Pastry Chef Shawn Smallwood

French macarons frustrated me as a pastry student 10 years ago when I first began attending Le Cordon Bleu in Dallas, Texas. There is a reason why good French macarons are so expensive. If you’ve never had one, please try one. You won’t regret it!

A love-hate relationship was quickly established, as I loved to eat macarons but hated making them. I forgot about them until I was forced to master them. It was a lot of trial and error, but as an entrepreneur with an entrepreneurial mindset, I persisted nonetheless.

I wanted to share my technique and recipe, and I hope you find both useful, as I have spent a lot of time perfecting these little beauties. If you have ever made a meringue or a meringue-based dessert, you’ll understand just how finicky meringue anything can be.

Please watch my French Macaron tutorial before attempting to make macarons if you are inexperienced and new to baking them.

French Macaron Tutorial

Baking times might vary slightly on what is in the recipe that I typed up vs. what is in my video, as every oven is different. I’ve baked my macarons using how my oven bakes. You might need to increase or possibly decrease your oven baking time, so there might be a little trial and error until you have your macarons mastered.

French macarons baked by Pastry Chef Shawn Smallwood

Most importantly, have fun! It’s okay to mess up batches. Trial and error is part of the process, but believe in yourself, and don’t give up. Get creative with the French Macarons, as decorating is limited to your imagination. Below are some of my favorite French macarons I’ve ever baked.

French macarons made by Pastry Chef Shawn Smallwood

Thanks for stopping by for another baking edition from The Professional Student. Please help support me and my blogging endeavors by subscribing, commenting, liking, sharing, or re-blogging. Thanks again, and have a great day!

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The Professional Student: A Digital World

How do you use social media?

Welcome back to The Professional Student! Today, I’m just sharing some of my own random thoughts that don’t really have anything to do with school or baking.

I use my social media platforms to share my every day life, to help others, to teach, and to spread the knowledge that I have acquired over the years. It’s a place of positivity for me. It’s a place to build community and to spread joy and love. I also use it to keep in contact with people I’ve met over the years across the world when I was in the Army.

I wish I could say that my social media accounts were perfect, but I am not perfect, and they reflect as such. A lot of people only portray the good sides of life on social media, which can kind of come off fake or not genuine. It’s hard to build connections with people when everything seems like it’s going perfectly. We all have problems and it helps establish commonalities that are relatable.

I’ve also used social media for business transactions and I’ve been able to monetize off of my Facebook for posting videos and reels. I’ve made specific pages and groups dedicated to my baking, where clients can go and reach out to me or see my work at any time.

More recently, I’ve been focused on my TikTok and growing that account. It’s currently my largest social media account at almost 2,500 followers behind my Instagram and a little over 2,000.

While I’ve been posting my content to TikTok, I’ve also been posting it to YouTube. YouTube has created a space for me to categorize my videos and make them easy for people to find rather than scroll through my TikTok to find a particular cooking video. I could also share my YouTube videos to my Facebook and here to my blog. It helps put all of the pieces together by demonstrating the processes that I am going through as not everybody learns the same. Some folks and visual learners, hands-on, listeners, or a combination of all.

I was very active on Instagram for a long time, but I kind of forgot about it as I maneuvered over to TikTok. I’ve started posting there again, but the most important thing that I’ve realized is not all content is good to cross post. I was posting my TikToks to Instagram since you can share videos and reels there. However, the main purpose of Instagram is photo sharing, so I’ve shifted back to that.

Ultimately, I try and break down everything that I know into an easy and understandable format. Then my followers can replicate a similar product at home or have a starting idea to make their own variations.

I also have a LinkedIn as well as a Threads. Whatever I post here is posted directly to my LinkedIn. It’s also a way to keep in touch with people and see what’s going on in their professional world. I also get to feature my unique professional skills, experiences, and abilities.

I don’t particularly go out of my way to make social media content. I share pieces of my everyday life that are useful or helpful. I kind of think of it like a product. Would you buy something that doesn’t help you? Would you buy something that doesn’t make your life easier? The answer is probably no.

I don’t expect people to watch content that is not useful, so I only make useful content. Some might consider it boring while others find it to be amazing and helpful. I have had many folks tell me how much they appreciate what I share and that they can watch my videos with their children, who enjoy learning how to cook. I get to help other people by sharing bits and pieces of my life and that is the best reward out of it all.

Thanks for stopping by and don’t forget to give me a like, follow, or re-blog! 

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The Professional Student: Ricotta & Cannoli Cake Edition

Ricotta cheese is one of the rare items I purchase at the grocery store, but I do need it occasionally. Sometimes, for savory applications like ravioli or lasagna, other times for desserts!

I was asked to make an Italian-inspired dessert for a client on this particular day. We discussed various ideas and settled on a cannoli-inspired cake. Cannoli filling is made from ricotta, powdered sugar, vanilla, cinnamon, and chocolate chips. The cake would have four pistachio cake layers and three cannoli filling layers. The outside would be frosted with a buttercream comprised of half cream cheese and half Italian meringue, and finished off with a dark chocolate ganache top, marbled dark chocolate ganache sides, crushed pistachios on top, and a chocolate chip boarder around the bottom.

I noticed no ricotta at the grocery store but plenty of whole milk. I didn’t have time to look for one item, so I grabbed the milk and headed home to make it. The process is simple enough but a little time-consuming when it comes to removing the whey from the cheese. It is well worth it, as the texture and flavor are superior to any grocery store product.

Please enjoy learning to make ricotta cheese with me, as I demonstrate in the YouTube video below. You can also pick up a few gardening tips along the way!

Making Ricotta Cheese Demo

After making the cheese, I needed to bake off the pistachio cakes and turn the ricotta into cannoli filling. Please enjoy the YouTube video of that process. It also includes the recipe I used for the pistachio cake.

Pistachio Cake and Cannoli Filling Demo

Finally, my cake layers had cooled, and it was time to torte, fill, stack, and build the final cake. Depending on thickness, it always takes a few hours for cake layers to cool off, but I don’t mind. It gives me time to work on the homework side of my graduate program!

I’ve noticed some bakers prefer to bake their layers individually so they do not have to cut them. This is a big pet peeve of mine because I do not like thick cake layers. I’ve met people who do not like cake. I truly believe it is because they’ve never actually had a good one. Cake layers should be thin. If the layers are too big and the filling is too thin, the result can be a dry and unpleasant cake. One should not require a large glass of milk, even though it is good with dessert, to prevent a cake choking hazard.

Please enjoy the cannoli cake stacking, filling, and decorating process in the YouTube video below.

Filling and Staking Cake Demo

Thanks for stopping by The Professional Student, and don’t forget to like, re-blog, and comment!

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The Professional Student: “Greatest Marking Campaigns” Outdoor Advertisements

Hello, and welcome back to the Professional Student! This week, I’ll be examining outdoor advertisements. Not to be confused with advertisements for the outdoors, outdoor advertisements are those that are outdoors, like a billboard.

I always like to start out by listing the criteria for the analysis, just in case you’re new here!

The deliverables are composed of 5 different sections listed in the following order (Lahm & Lockwood, 2022):

  1. Describe the advertisement by product/service, company, brand, etc., and the focus. What was the appeal or technique that was used to evoke an emotional response? Include a link to the ad selected.
  2. What were the objectives of the campaign? To sell more? To inform customers about a new product feature? Were the objectives attainable and measurable, or were they time-specific? 
  3. Describe the target market that was the focus of the advertisement.
  4. What action does the advertisement want the audience to take? If action is taken, how will the audience member benefit from using the product? 
  5. Describe the value proposition of the product or service being offered in each advertisement. What are the specific reasons (product features and benefits) that would drive customers to purchase the product or service being sold in each advertisement?

1. The Marlboro Man Billboard

I wanted to start this off with something I remember seeing constantly as a child: cigarette advertisements on billboards (which are now banned as of 1999). A link to the advertisement is below. Marlboro is owned by Philip Morris USA.

https://calisphere.org/item/7b50e39fca2b1b4a1df28e26efdc11c2

For me, seeing the Marlboro Man is iconic, as he was an icon in his own right. The billboard features the Marlboro Man on a horse in a blue denim shirt, tan jeans, a cowboy hat, gloves, and a rope for rounding up animals. He has a cigarette hanging out of his mouth and faces in a side view profile. It brings back memories of seeing these advertisements everywhere as a child. My first thought was that I couldn’t imagine how difficult it would be to smoke and ride a horse while rounding up animals, but hey, it’s the Marlboro Man. Aside from Chuck Norris, he can do anything! He is a rugged, manly man who smokes red, so if you’re a rugged, manly man, you should smoke them, too (value proposition)!

Obviously, the purpose of this advertisement is to sell Marlboro cigarettes. The billboard is from 1982 and was featured on the Sunset Strip in Los Angeles. Before 1950, Marlboro cigarettes were advertised to women only, but that changed with the introduction of the Marlboro Man, who was always featured smoking Marlboro Reds. Marlboro Reds used to have a red filter to hide lipstick stains, but they failed to attract women. So, they slapped a brown filter on it, complete with a cowboy (the Marlboro Man), and marketed it to men.

A 1982 article in The New York Times by Eric Pace discusses the price of cigarettes jolting up from about 20 cents per pack to 82 cents per pack. I am not a smoker anymore, but I smoked for 10 years during my time in the Army. I can recall a time when a pack of cigarettes was almost $10, depending on where you were in the country, as some states have higher prices than others.

Another New York Times article by Phillip Wiggins in 1982 highlights that Philip Morris is the second-largest tobacco country after R.J. Reynolds Industries. Operating revenues in 1982 were 10.89 billion, with a profit of 676.2 million.

2. Sheets Energy Strips, “I TAKE A SHEET.”

My second advertisement isn’t exactly the greatest or something considered great advertising, but it made me laugh hysterically because of how ridiculous it is. What it is, though, is a great failure, and as such, it deserves to be revisited. I can’t believe a company’s marketing team thought this was a good idea! I must highlight this as a failure because this is exactly what you should not do!

PureBrand owns Sheets Energy Strips. These energy strips essentially dissolve on your tongue to give you energy. I can’t help but see the resemblance to dropping acid. Not that I’ve ever dropped acid (I haven’t), but I am not ignorant of the fact of what it is, either. We’ve all studied psychology, and the 70s were wild. The box of energy strips features a face with only a mouth and a tongue sticking out with a hand, placing an energy strip onto the tongue that looks exactly like dropping acid. I bet the kids loved this! I can’t find Sheets Energy Strips for sale, but there are plenty of other brands being marketed as dietary supplements. They’re insanely expensive on Amazon.com, ranging from $20-$30 for one box containing 30 strips.  Honestly, just buy a case of energy drinks if you’ll pay $30 for that!

Let’s get to the juicy part: the advertisements! Below is a link so you can see them.

View at Medium.com

There are two featured on that webpage. The first is a woman in a bathing suit with a big smile on her face. She has a swimming cap on and goggles as if she is about to compete competitively, even though it’s a casual pool you would find at a hotel or apartment complex. Athletes use a lot of energy, so maybe that’s their target market for the ad. Here is where it goes wrong. In big, bold white words across the woman, it says, “I TAKE A SHEET IN THE POOL.” First of all, no, you don’t! This isn’t Caddy Shack. No one is throwing a Snickers bar into the pool. They were trying to be funny, but it comes off as crude. I find it hysterical. Not at the words but at the fact that this was publicly advertised on the side of a bus stop and billboards. Next to that, there is a professional woman. A student, a professor, a bookworm, perhaps? She is dressed in a black suit with glasses and looks conservative. She has a slight grin on her face while holding a stack of books. There is also a wedding ring on her hand. Like ad 1, it says in bold white letters, “I TAKE A SHEET AT THE LIBRARY.” It must have been all the Starbucks working its magic. Okay, back to the seriousness. I really can’t believe this was an ad campaign! This obviously targets students and professionals alike, who have very busy schedules and might need an extra energy boost.

According to CSP Daily News (2011), PureBrands spent $10 million on advertising and partnered up with athletes and celebrities alike, such as Pitbull and LeBron James. According to the SEC, PureBrands took a net loss of $21,094,983 in 2012 and $12,583,216 in 2013.

3. Surreal Cereal

Surreal Cereal is a plant-based based high protein, low carb, zero sugar cereal that is “Surreal because it shouldn’t work, but it does, brilliantly.” Surreal is owned by Jac Chetland and Kit Cammell, two British entrepreneurs reinventing the breakfast game by making a nutritionally balanced cereal that tastes great for adults. I can’t find this product for sale in the US, but on Amazon’s UK page, I found a variety pack of 4 for 24 British Pounds.

The specific advertisement I’ve decided to look at is called “No Work January” and can be seen in the link below.

Surreal Cereal – Marketing Geniuses at Play

There is an all-white background that reads: January. Protein. Whatever. Can’t be bothered this month? Neither can we. Whatever is written in rainbow words. Next to the words are cereal boxes, and on the bottom right hand, the word “SURREAL” is printed in bold black letters.

I think this advertisement is clever, as many people are trying to drop holiday weight as their New Year’s resolution. The message, can’t be bothered this month? You don’t have to be with our cereal. Just eat it. The target market segments are adults who want to eat healthy, eat good, and not think about it. People who live active lifestyles or those who are athletic are also a great market. Folks who are looking to improve their health is another market segment.

Regarding the financial information, the company is registered as a private limited company in London, England.

4. okcupid, DTF

Okcupid, an online dating site, is owned by Match Group, which also owns Tinder, Hinge, Plenty of Fish, and other dating apps and sites.

The billboard advertisement I’ve chosen to analyze features two lovely ladies. Below is the link for the advertisement.

https://www.designrush.com/best-designs/print/trends/best-billboard-ads

The first woman picked up her date and held her up in her arms sideways while her arms wrapped around her neck, holding a rose. The background is all baby pink and says “DTF” in big, bold yellow letters with a black shadow. Next to DTF it says “ALL HEAD OVER HEELS” bolded in black. The bottom of the billboard says okcupid, and below that, “DATING DESERVES BETTER” is printed in bold black letters.

I will not elaborate on the acronym DTF, but if you’ve watched The Jersey Shore, you know what comes to mind. However, okcupid took a play on DTF, and it doesn’t mean what you think it means here. DTF certainly grabs attention and gets a laugh, but in this ad campaign, DTF means down to thrift, down to furiously make out, down to flea market, etc. It is a way to connect to millennials and a modern audience.

I like the colors of the billboard. They’re bright. I like to see the LGBTQIA2S+ community being represented. Its modern, and it targets exactly who it was meant to target. Though millennials and modern people might have been the target, Gen Z can’t be discounted as they’re a much more accepting and open generation than previous generations.

Match Group has a net worth of $8.65 billion and a value of $11.63 billion (Stock Analysis, 2024). Love is a good business to be in! Match Group spent $519.6 million on advertising in 2023 and $447.9 million in 2022. In 2016, they spent $325 million but have steadily increased to spending an average of half a billion since 202 (Dixon, 2024).

5. Chipotle, “As Real As It Gets”

Am I the only one who thinks Chi-pot-le instead of Chipotle? It makes me laugh every time. I like Chipotle, but I don’t eat there often. It isn’t exactly something that comes to mind, and I find their food overly salty. Every bite I take slowly increases my blood pressure levels until my feet start to retain water and swell up. Chipotle is a publicly traded “Mexican Grill” quick service fast food restaurant owned by The Vanguard Group, which holds majority shares. Surprisingly, Chipotle is not franchised and is owned and operated by the corporation itself.

This advertisement is funny nonetheless and can be seen by clicking the link below.

https://www.commarts.com/exhibit/chipotle-billboards

The billboard features a burrito with some bites taken out of it, as the contents have spread out all over only what one can assume to be a table. You can see the foil wrapper slowly being peeled away, and next to the burrito, the words “REALEST WRAPPER IN THE GAME” appear in bold white letters against a grey “table” background. Below that, there is the Chipotle logo with the words “AS REAL AS IT GETS” in bold black letters.

This is obviously a play on words and a nod towards the music industry, specifically the rap music genre, where rap artists and musicians claim to be unchanged by their fame and money as they’re “the realist of the real” rapping about real life, real situations, or their own personal stories. The billboard made me smile, but it didn’t make me want to eat a burrito, which appears to be what is being sold. A real burrito, of course, not those fake burritos sold elsewhere.

According to Google Finance (2024), Chipotle is valued at $79.74 billion and had revenues of $2.52 billion in 2023. Chipotle spent a quarter of a million dollars on advertising in 2022 and $264.09 million in 2023.

Thanks for stopping by The Professional Student. Don’t forget to leave me a comment!

References

About. Surreal UK. (n.d.). https://eatsurreal.co.uk/pages/about

Cable News Network. (1999, April 29). Marlboro Man hangs up billboard hat. CNN. http://www.cnn.com/US/9904/23/tobacco.billboards/

Chipotle billboards. Communication Arts. (2017, May 15). https://www.commarts.com/exhibit/chipotle-billboards

CSP Daily News. (2014, August 28). Lebron James, purebrand roll out sheets energy strips. https://www.cspdailynews.com/general-merchandise/lebron-james-purebrand-roll-out-sheets-energy-strips

Design Rush. (2023, December 7). 12 Best Billboard ads with inspirational designs. DesignRush. https://www.designrush.com/best-designs/print/trends/best-billboard-ads

Dixon, S. J. (2024, February 26). Match Group annual AD spend 2023. Statista. https://www.statista.com/statistics/1101065/match-group-ad-cost/#:~:text=Online%20dating%20company%20Match%20Group,its%20ad%20spending%20since%202016.

Google. (n.d.). Chipotle Mexican Grill, Inc. (CMG) stock price & news. Google Finance. https://www.google.com/finance/quote/CMG:NYSE?sa=X&ved=2ahUKEwj2-9G81cyFAxXA4MkDHSmODHEQ3ecFegQIPRAg

Lahm, R., Lockwood, F. (2022). ENT 610 Entrepreneurial Creation. Master of Entrepreneurship Degree Program: “Greatest Marketing Campaigns” Analysis. https://www.canvas.com

Leonelli. (1983, January 1). Marlboro Man Billboard. Calisphere. https://calisphere.org/item/7b50e39fca2b1b4a1df28e26efdc11c2/

Match Group, Inc. (MTCH) Statistics & Valuation Metrics. Stock Analysis. (n.d.). https://stockanalysis.com/stocks/mtch/statistics/#

Pace, E. (1982, November 2). Cigarette prices tiptoe higher. The New York Times. https://www.nytimes.com/1982/11/02/business/cigarette-prices-tiptoe-higher.html

Roach, E. (2012, August 27). Purebrands of Boca Raton’s energy strip a hit with co-owners Lebron James, pitbull. The Palm Beach Post. https://www.palmbeachpost.com/story/business/2012/08/26/purebrands-boca-raton-s-energy/7834465007/

Sec.gov. (n.d.). https://www.sec.gov/Archives/edgar/data/1062273/000114420413069417/v363889_10k.htm

Statista Research Department, & 4, M. (2024, March 4). Chipotle’s AD & Marketing Cost Worldwide 2023. Statista. https://www.statista.com/statistics/504077/chipotle-ad-marketing-spend/

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The Professional Student: Subway Sandwiches 5 Forces Analysis

Welcome back to The Professional Student. Graduate students at Western Carolina University studying innovative leadership and entrepreneurship were challenged to conduct a 5 Forces Analysis. Please enjoy the video below of the 5 Forces Analysis on Subway Sandwiches.

Thanks for stopping by, and don’t forget to leave me a comment!

References

Brown, L. (2023, December 23). Subway five forces analysis & recommendations (Porter’s model). Panmore Institute. https://panmore.com/subway-five-forces-analysis-recommendations-porters-case-study

El, A. (2022, March 6). Porter’s five forces analysis; is this the end of the restaurant industry?! market review. LinkedIn. https://www.linkedin.com/pulse/porters-five-forces-analysis-end-restaurant-industry-market-amir-el/

Home. MindTools. (n.d.). https://www.mindtools.com/at7k8my/porter-s-five-forces 

Michael E. Porter. Michael E. Porter – Faculty & Research – Harvard Business School. (n.d.). https://www.hbs.edu/faculty/Pages/profile.aspx?facId=6532#:~:text=Michael%20Porter%20is%20the%20author,well%20as%20over%20125%20articles.

Publix Deli Buffalo Chicken Tender Sub. Publix Super Markets. (n.d.). https://www.publix.com/pd/publix-deli-buffalo-chicken-tender-sub/BMO-DSB-611161?origin=collections3

Subway Menu. Subway Order. (n.d.). https://www.subway.com/en-us/restaurant/11870-0/menu/category/853 

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The Professional Student: “Greatest Marketing Campaigns” Magazine Advertisement Analysis

Hello, everyone, and welcome back to The Professional Student! This week, graduate students at Western Carolina University were challenged to analyze five magazine advertisements, keeping with the theme from the greatest marketing campaigns assignment. 

As I have posted previously, I will list the deliverables below for the analysis in case you’re just joining me for the first time.

The deliverables are composed of 5 different sections listed in the following order (Lahm & Lockwood, 2022):

  1. Describe the advertisement by product/service, company, brand, etc., and the focus. What was the appeal or technique that was used to evoke an emotional response? Include a link to the ad selected.
  2. What were the objectives of the campaign? To sell more? To inform customers about a new product feature? Were the objectives attainable and measurable, or were they time-specific? 
  3. Describe the target market that was the focus of the advertisement.
  4. What action does the advertisement want the audience to take? If action is taken, how will the audience member benefit from using the product? 
  5. Describe the value proposition of the product or service being offered in each advertisement. What are the specific reasons (product features and benefits) that would drive customers to purchase the product or service being sold in each advertisement? 

1. Old Spice: Smell like A Man, Man Advertising Campaign

The Smell Like a Man, Man magazine advertisement features old spice deodorant, body wash, and body spray with a beautiful background featuring the beach and ocean. The advertisement can be seen below.

https://www.strategian.in/post/case-study-on-old-spice-smell-like-a-man-man-campaign

A white horse is leaning into the display of hygiene products with a man sitting on his back. The man is shirtless in a pair of rolled-up jeans, tan boat shoes, and a matching tan belt, and his shirt is tied around his neck in a preppy manner like he is about to play a round of tennis. He has one hand on his hip, and the other is flat with his palm facing up, holding a bottle of body spray. His head is slightly tilted with a smirk and one slightly raised eyebrow to draw the viewer in. He is looking at you, and it is hilarious! His face is funny, and the notion of a man dressed the way he is dressed galloping about the beach with body spray on his palm like a serving tray full of drinks. The Old Spice Boat is displayed on the top right with the words “Old Spice” below it in classic Old Spice red. Under that, there is “SMELL LIKE A MAN, MAN.” 

Old Spice is owned by Proctor & Gamble, as I have previously discussed in the radio campaign advertisement blog. The consumer the advertisement is targeting is men who want to smell like a man, man! What’s the value proposition? Smelling like a man, of course! The objective of the advertisement is to sell a combination of Old Spice products. Interestingly enough, as I was reading about this campaign further, I discovered the reason behind this advertising was to encourage men to buy Old Spice products without taking away the fact that women enjoy using Old Spice products as well. 

This advertisement campaign ran from 2009-10, and according to an article in the New York Times, Old Spice spent $7.5 million advertising body wash in 2009, well under the $30 million spent by Axe body wash. However, in 2010, Old Spice was more aggressive than Axe and spent $11.4 million in the first quarter, whereas Axe only spent $3.6 million (Newman, 2010).

2. Nissan’s “Stay Home” COVID-19 Advertising Campaign

The second advertisement that I’ve chosen to look at is from Nissan, a popular Japanese vehicle manufacturer. Nissan serves many global markets, including Egypt, where this campaign was published. I really enjoyed looking at the two magazine advertisements that are shown in the link below.

https://www.adsoftheworld.com/campaigns/stay-home-8b153c9b-c5ac-4393-abdc-5a718cc8a38c

The first one has a Nissan symbol with a red backdrop. Below the symbol, the words “Innovation that excites” appear. Next is another display of words, “A safety Driven Lifestyle (value proposition). .” Below that is a vehicle bench seat displayed and set up like a living room space, complete with a floor lamp, table, and a house plant. To the right of the car seat couch, the words “Staying home with your family will save your life.” 

This was a very responsible and smart move for Nissan, and this advertisement would have served well in other markets outside of Egypt during a time of uncertainty. The use of the hashtag was also smart, as it highlights the widespread use of hashtags across several social media platforms. Hashtags place posts in related categories that pop up when users search for specific information. Using that particular hashtag could take people directly to Nissan’s social media posts or posts by users regarding Nissan. 

It wouldn’t be outrageous to think that most people who purchase vehicles value safety, especially a family vehicle where their loved ones will be passengers. Using the staying safe theme to highlight the safety of Nissan vehicles and the safety of staying home during the pandemic was smart. Nissan is demonstrating care and compassion while advertising its cars. I thought it was brilliant to use one of their vehicle bench seats in the same fashion as a couch in a living room. It looks warm and inviting, so Nissan’s are also safe, warm, innovative, exciting, and inviting!  A lot has been communicated in a straightforward ad, which I love.

The second advertisement is set up the same way with a few differences. Instead of a bench seat, there is a luxurious leather power bucket seat, almost recliner-like, complete with a gold side table, a vase of flowers, a reading book, a tall houseplant, and a beautiful light fixture hanging above it. The words “Enjoying the comfort of your home will save your life.” 

The same messages are being communicated, but I think both ads target two very different clients. In advertisement one, the bench seat is basic and made from cloth. Generally, cloth seating is more affordable than leather seating. The second advertisement seems more luxurious and aimed at customers who value luxury and comfort over practicality and price. It’s like looking at a base model vehicle versus the top-of-the-line trim level. 

In advertisement one, the target market is families or people looking for safety and practicality. In advertisement two, the target market is older people or people with more disposable income who value comfort and luxury. It doesn’t matter if you choose a base model or a top-of-the-line model because both will deliver innovation that excites a safety-driven lifestyle. 

Looking at Nissan’s financial data, sales in 2018 were strong at over 11 million Japanese yen. 2019 sales dipped slightly to just under $10 million Japanese yen. In 2020, sales dipped further to just under 8 million Japanese yen and have been going back up. In 2022, sales were at just above 10.5 million Japanese yen, which is almost on par with 2018 (Carlier, 2023). Looking at the amount spent on advertising, the numbers are very low compared to revenue (not bad). In 2018, Nissan spent just over 300,000 Japanese yen. The number continues to decline, and in 2020, Nissan spent 232,534 Japanese yen. In 2020, numbers were almost on par with what was spent in 2018, at 283,505 Japanese yen (Statista Research Department, 2023). I can see the correlation between what Nissan has spent on advertising and that year’s revenue. Of course, we have to take into account the pandemic and pandemic recovery, especially regarding the auto industry, as there were supply chain issues with microchips.

3. McDonald’s McMobile Advertising Campaign 

The McDonald’s McMobile campaign was targeted in North America and Canada, as the advertising agency was based in Montreal, Canada. A link for the advertisements is below.

https://www.adsoftheworld.com/campaigns/mcmobile

I found this advertisement to be simple yet effective. It was to the point, and I automatically understood what was being communicated. I had no particular feelings about the ad, but I don’t eat at McDonald’s. Displayed on the top right-hand corner of the advertisement are the classic McDonald’s golden arches with the words “Download. Order. Enjoy.” displayed. There is a burly background, and a woman holds her phone horizontally as if to take a photo. On her screen is a ham, cheese, and egg McMuffin. Similar images include a McCafe and a classic quarter-pounder. 

The value proposition is simple. Download the McDonald’s app, order, and enjoy your food. The target customer would be folks on the go who don’t want to deal with the time it takes to order and wait for food in person. This advertisement campaign was released in 2020, and McDonald’s grossed $19.21 billion globally, less than the previous year (Statista Research Department, 2024). There is nothing odd about the numbers because of the COVID-19 pandemic. McDonald’s spent over 650 million dollars on advertisements in 2020 globally (Statista Research Department, 2024).

4. Febreze Odor Chart Advertising Campaign

Nobody likes a bad smell, and Febreze is in the business of smelling good! This advertising campaign was released in Turkey, but it could have been successful anywhere as it is easy to understand and cleverly designed to represent a pie graph using smelly foods. Here is a link to the campaign. Like Old Spice, Febreze is owned by Proctor & Gamble.

https://www.adsoftheworld.com/campaigns/odor-chart

Three different advertisements are featured, all with Febreze Air in Ocean Mist. Advertisement one features a moldy wheel of cheese with a slice missing from it. Next to the mold wheel of cheese pie chart, a statistic states, “Bad odor makes it 84% harder to remember our memories.” As a chef, I appreciate this statement as it has been proven that smells can trigger memories. Nobody wants a bad or unpleasant memory triggered by a bad smell. 

In the second version of this advertisement, a red onion pie chart is featured, with the statistic “60% of the people who are exposed to bad odor has bad mood.” I don’t like to smell bad things, but I’m unsure about the truth regarding this. There are some grammatical errors, however. The “%” symbol is displayed on the wrong side of the number, and the “has” should have been “have a bad mood.” I’m not nitpicking, as this advertisement was in another country, but I noticed it. I completely understand how difficult it is to write in a foreign language and make an advertising campaign. I certainly could not make a Turkish advertisement. 

The last advertisement features a slice of a boiled egg pie chart with the statistic, “People stay up to 80% shorter on average in places with bad odor.” If your house stinks, your guests won’t want to be there. I like Febreze, and I think it has uses mainly in the bathroom as an after-spray deodorizer because it doesn’t matter how much you spray. If your home needs cleaning, no amount of Febreze can cover that up. Just clean your house! Most people don’t just slap on some deodorant daily without washing their pits, and if you do, that’s on you, but it isn’t going to be me! 

Some of the statistics made me laugh, and the use of stinky foods in the form of a pie chart was creative. The value proposition is clear: Febreze eliminates foul odors (to a point). Who is the target market? Anyone, I think, unless you’re scent-sensitive or allergic to strong smells. I also like the bright colors, as they grabbed my attention. The advertisements were simple and effective, which is something that I appreciate. 

I’ve discussed the financials of Proctor & Gamble in previous blog posts, so I will skip it and dive into something different. I’m curious to know how many brands that Proctor & Gamble owns. Proctor & Gamble is the 4th largest corporation in the world by market capitalization, and it’s Fortune’s 6th most admired company. Proctor & Gamble serves over 5 billion people globally with its brands (MMA, 2024). According to Levine (2024), “Proctor & Gamble is a leading consumer staple company with 80 brands.”

5. World of Wildlife Foundation “Love it or lose it” Campaign

The final series of magazine advertisements I will look at are from the World of Wildlife Foundation. The WWF is a non-profit dedicated to wildlife conservation and endangered species. Here is a link to their homepage to learn more.

https://www.worldwildlife.org

Here is a link to the “Love it or lose it” campaign.

https://www.worldwildlife.org/pages/public-service-advertisements-psa

The Love It or Lose It campaign features several images, but the theme is clear: if we don’t love it, we will lose it. There is a billboard featuring a woman drinking water, and below the words, “Time is running out to protect our freshwater. Act now. Below that is a honeybee pollinating a flower with the words, “Time is running out to protect our food system. Act now. The theme continues with glaciers melting, endangered tigers, and forests. 

This series makes me sad because it’s true. All people have a responsibility to the environment in which we live on Earth. A lot is destroyed for the benefit of people, and it is unfortunate. Little things can make significant differences, like recycling, eliminating plastics, taking a shorter shower, organic gardening, renewable energy, etc. I think this is the value proposition. It’s the “Act now” aspect of the campaign. The target audience is everyone, as we are all responsible for doing our part to reduce carbon footprints. 

According to the World Wildlife Foundation, 85% of WWF spending is on worldwide conservation. Since WWF is a non-profit, all of its financial information is available below on its website. 

https://www.worldwildlife.org/about/financials#:~:text=All%20told%2C%20WWF’s%20net%20assets,pressing%20needs%20our%20planet%20faces.

Total revenues in 2023 amounted to 469,953,556 million dollars, and total expenses were 454,544,058 million. Regarding expenses, the amount spent on advertising was not explicitly listed. I saw their audit for 2022, which included 8,613,526 million dollars in advertising expenses. Revenues were slightly less in 2023 than in 2022, so I am guessing that advertising was around the same or slightly less. 

The audit can be found below.

https://files.worldwildlife.org/wwfcmsprod/files/FinancialReport/file/wvsz4ctol_2023_World_Wildlife_Fund_Inc_SF_CFS.pdf?_ga=2.56794538.1415699859.1713125081-1843126818.1713125079

Thank you for taking the time to stop by The Professional Student. Please remember to comment or ask questions. Thank you, and I hope everyone enjoyed this analysis! 

References

Akhtar, S. (2022, June 15). Case study on old spice “smell like a man, man” campaign. Strategian. https://www.strategian.in/post/case-study-on-old-spice-smell-like-a-man-man-campaign

Carlier, M. (2023, August 29). Nissan: Total net sales. Statista. https://www.statista.com/statistics/314849/total-net-revenues-of-nissan/ 

Febreze: Odor Chart • ADS of the WorldTM: Part of the Clio network. Ads of the WorldTM. (n.d.-a). https://www.adsoftheworld.com/campaigns/odor-chart 

Funding and financial overview | WWF. (n.d.-a). https://www.worldwildlife.org/about/financials 

Levine, S. (n.d.). What companies does Procter & Gamble Own?. The Motley Fool. https://www.fool.com/investing/how-to-invest/stocks/what-does-procter-and-gamble-own/

Lahm, R., Lockwood, F. (2022). ENT 610 Entrepreneurial Creation. Master of Entrepreneurship Degree Program: “Greatest Marketing Campaigns” Analysis. https://www.canvas.com

McDonald’s: Mcmobile • ADS OF THE WORLDTM: Part of the clio network. Ads of the WorldTM. (n.d.-b). https://www.adsoftheworld.com/campaigns/mcmobile 

Newman, A. A. (2010, July 15). Old spice argues that real men smell good. The New York Times. https://www.nytimes.com/2010/07/16/business/media/16adco.html# 

Nissan: Stay home • ADS OF THE WORLDTM: Part of the clio network. Ads of the WorldTM. (n.d.-c). https://www.adsoftheworld.com/campaigns/stay-home-8b153c9b-c5ac-4393-abdc-5a718cc8a38c

Procter & Gamble. MMA Global. (n.d.). https://www.mmaglobal.com/members/procter-gamble#:~:text=As%20the%20world’s%20largest%20multinational,the%20world%20with%20its%20brands.

Public service advertisements (PSA) | pages | WWF. (n.d.-b). https://www.worldwildlife.org/pages/public-service-advertisements-psa 

Statista Research Department. (2023, September 13). Nissan ad spend 2023. Statista. https://www.statista.com/statistics/1412701/nissan-motor-advertising-spending/ 

Statista Research Department. (2024, March 19). McDonald’s revenue 2023. Statista. https://www.statista.com/statistics/208917/revenue-of-the-mcdonalds-corporation-since-2005/

Statista Research Department. (n.d.). 

WWF – endangered species conservation | world wildlife fund. (n.d.-c). https://www.worldwildlife.org/ 

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The Professional Student: Pastry Chef Editon

Welcome back, everyone! I’ve been playing with the layout of my blog, and I’ve added a menu bar on the side of my homepage with a “baking” section. I figured it might be helpful to start posting some of my work there, as I would like to showcase and feature some of my other talents outside of graduate school coursework.

At 18 years old, I began my professional cooking career in the Army. Army cooking taught me fantastic time management skills and how to cook large quantities in a short amount of time. I held various positions in the kitchen, including head baker. After being honorably discharged, I attended Le Cordon Bleu in Dallas, Texas, and graduated with a 4.0 GPA, earning an AAS in patisserie and baking. After graduation, I left Dallas and moved to Asheville, North Carolina, to work as a lead pastry cook at The Biltmore Estate for almost five years. Like many service industry workers, I found myself suddenly unemployed due to the pandemic and ventured out alone. 

I started the company during the COVID-19 pandemic, and it was a great way to work from home while going to school at the same time. I had not transferred to Western Carolina University yet and had more free time to spend on baking. I operated the company for two years. When I began my studies at Western, I needed more time. I decided to shut down operations and move forward with education as my main priority. I still bake on the side for customers, but now, it’s a fun hobby I enjoy as a creative outlet!

I think the best way to showcase some of my work is by sharing a link to the Instagram account I used for my custom-made dessert company, Custom Goods LLC. The business is no longer active, and I’ve since closed it down, but I keep the Instagram page up to share my work with others. Here is the link to the Instagram page. Please enjoy my work and feel free to comment or ask questions. Thank you!

https://www.instagram.com/customgoodsllcnc?igsh=dndnZ2NteTdoMHhz&utm_source=qr
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The Professional Student: “Engaging Professional Marketing Services”

For this assignment, graduate students at Western Carolina University in the Innovative Leadership and Entrepreneurship program were challenged to visit a PR firm, advertising agency, or other marketing services firms to create a publicly available audio or video presentation. Alternative options include writing an essay based on research or creating a digital tour for a professional marketing firm. 

I decided to visit a local PR firm, Darby Communications, in Asheville, North Carolina, and make a video presentation. The firm is owned by another student in my cohort, Coral Darby. Coral was kind enough to grant me access to her business and her amazing staff. Everyone at Darby Communications was so kind and I appreciate the time everyone gave me. Thank you Coral, Mindy, Suzanne, Lysianne, Stacy, and Angie!

Coral, along with all the interviewees, have given their written consent to have their interviews publicly released. Consent forms have been uploaded online to the university portal in accordance with Western Carolina University policies and procedures.

Please take an opportunity to check out Darby Communications in the link provided below:

Home

I hope you enjoy my video presentation, which you can access at the link below, and I look forward to reading your comments and feedback. Thanks for stopping by, and I hope everyone is enjoying The Professional Student!