Report 1

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Internship Report
August – November 2014

Student: Vu Nguyen Internship Company: American Bank Center

Class: MKTG – 4398 001 Job Coaches: Kristen Bily, Eric Jaramillo
Study: Marketing Professor Advisor: Dr. Monica Hernandez
Student n0. A03538869
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Preface

Currently I’m completing a Bachelor’s degree in Marketing at Texas A&M University

of Corpus Christi in Texas, USA. I’m in my senior year and therefore I have to conduct
a 5 months internship. The reason I choose to do my internship is because I wanted to
benefit from the experience. This is my very first experience working for a big
company, especially for the marketing department. I believe that I would gain not
only in hand-on experience on the marketing field but also in networking. Another
goal is that I’m planning to work for the company in different facility and follow a
Masters program. This is why I choose to follow my internship; to learn and develop
new sets of skills and to experience working abroad.

In this internship report I will describe my experiences during my internship period. The
internship report contains an overview of the internship company and the activities,
tasks and projects that I have worked on during my internship. Writing this report, I
also will describe and reflect my learning objects and personal goals that I have set
during my internship period.
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For this opportunity, I thank:

Eric Jaramillo, who is the Marketing Director of American Bank Center and my job
coach. I want to thank him for giving me the opportunit y to follow my internship at
the company. He had the kindness to accept me in the company and guide me
through my internship with advice, feedback and tips despite his busy schedule.

Kristen Bily, who is the Marketing & media Relations Manager. She helped and
coached me during my internship by giving me feedback and tips on how to handle
and approach situations. She had always time to answer all my questions
concerning my internship.

Dr, Monica Hernandez, my professor advisor, who is keeping in touch with me the
whole time I interned at the American Bank Center. She was very thoughtful who
gave me the freedom of making my own choice and was always there for my
professional career.

Also I appreciated all the interns and personals I worked with and spent good
moments with during my internship. I want to thank Lisa Perez, Justin Fira, Stephen
Ramirez, and Amanda Flanigan.
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Table of contents

1. INTRODUCTION

1.1 Internship Objectives

1.2 My expectations
1.3 Introduction to the Company
2. PROJECTS

2.1 Promotion guidelines

2.2 Event coordination and planning
2.3 Street team
2.4 Marketing research
3. REFECTIONS

4. CONCLUSION
 Report 5

Introduction

1.1 Internship Objectives

The reason I choose to follow an internship is because I wanted to benefit from the
experience. I wanted a new challenge and to learn, improve and develop new sets
of skills. During my internship 2 major competencies are central:

Working as a Project executer, performing duties and activities and analysing them
from different perspectives. And working as Marketing research, where I have to be
able to prepare a realistic and correct (project) research. These are the 2 major
competencies that I have to conduct and focus on during my internship. Also I have
to choose at least 1 minor competency that needs to be executed and developed
during my internship. And finally I have to set up personal targets to develop and
improve my skills.

Project executor:

During my 5 month of internship, I want to actively contribute to the company’s

objectives by applying the knowledge I obtained during my education such as the
important aspects of communication including marketing communication,
advertising, PR, media, written communication, information, organization and
management.

Marketing Research

As a Researcher, my job is to locate the target market exclusively for each shows. I
also had an opportunity to work on the promotion guideline, which required unique
and extensive marketing research skill sets. I will go more into details in the following
segments.

1.2 My expectations

Before my internship began my expectation where high, because it would be my first

intern at a large sized company. I am working as advertising assistant at Island Waves
publication; however, to work at the American Bank Center is a whole different level
of experience. I was very excitied.

Before my internship began, I had an interview with Mr. Jaramillo and Ms. Bily and
they described what kind an internship it is going to be. The company is named
American Bank Center and it is under SMG world management. T hey specialize in
special events, sport and booking occasions. It’s the most modern facility in Corpus
 Report 6

Christi area. The description of my work, activities and assignments exist from;
observing and researching, developing new ideas and strategies, updating
contents, assisting with events and planning and executing the social media strategy
and blog developments. Also I did my own research by going through the
company’s website to get an impression and understanding what kind of company
it was.

With the knowledge I obtained, I knew I could learn much and I knew I could
achieve my learning objectives. I wanted to follow an internship where I could work
in the marketing & communication field, because I always had an interest in that
area. The process of observing, researching and planning has always interested me.

I wanted to learn and specialize in how to attract attention by promoting brands,

products and services through media. The work also interconnects with other course
programs that I followed and also found interesting such as, Strategist, Project
organizer and Researcher.

That is why I choose this internship company. It is suitable and I knew could achieve
my learning goals

1.3 Introduction to the company

SMG, the world leader in venue management, marketing and development,

was founded in 1977 with the management of our first facility, the Louisiana
Superdome. The company soon grew to manage convention centers, exhibition
halls and trade centers, arenas, stadiums, performing arts centers, theaters, and
specific-use venues such as equestrian centers. SMG’s clients benefit from the
company’s depth of resources and its unparalleled expertise, leadership, and
creative problem solving. Their successful growth has been built on the many
partnerships, relationships, and resources they have developed with their clients —
both municipal and private. This unique combination of resources, relationships, and
expertise has allowed SMG to define and refine the industry throughout its
history. Their ownership and team of dedicated corporate support personnel make
us unrivalled in the field of private facility management.
The American Bank Center is an entertainment complex located in Corpus
Christi, Texas. The complex consists of an auditorium convention center and arena.
The facility hosts numerous conventions, trade shows, exhibitions, live performances
and sporting events. It is home to the Corpus Christi Ice Rays Tier II Jr. A ice hockey
team, Corpus Christi Fury indoor football Team, and the Texas A&M University–Corpus
Christi Islanders men's and women's NCAA basketball teams.
 Report 7

Project

2.1 Promotion Guidelines

It was amazing opportunity to create a brand new promotion guidelines for

American Bank Center facility. The guidelines are for shower promoters such as
LiveNation, or local show promoters to have a general view of Corpus Christi City as
well as American Bank Center. At the American Bank Center, they offer 3 facilities,
which can fit variety of shows and purposes.

American Bank Center Arena, the biggest arena in South Texas area, can be a
place for huge concert and event. The facility can hold up to 5000 people. In fact, it
had hosted shows like Miranda Lambert, Tim McGraw and Cher. Following by the
Selena Auditorium, one of the most glamorously designed facilities in the US, can
hold up to 3000 people. It was the host place for Three-door down, Get-down
Motown, and many others. American Bank Center also offers the conference place,
which can hold up to 10000 people.

The Project consisted of hours of researching on Corpus Christi city, the facilities
themselves and phone calls. To have a closer look of the result, I attached the file
below:
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[Promoters Guide]
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Table of Content
Nueces and Surrounding Counties

Demographics
Facts
Population
Population by Age Group

Percentage of Race
Effective Buying Income
Cost of Living

Education
Education Attainment (Population 25 years and over)
Post-Secondary Institution

Housing
Housing Tenure

1901 N. Shoreline Blvd. Corpus Christi, Texas 78412 I 361.826.4700 I

www.americanbankcenter.com
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Nueces and Surrounding Counties

County Population
Kenedy 431
Brooks 7,161
Kleberg 32,025
Jim Wells 32,025
Nueces 347,691
San Patricio 65,600
Bee 32,527
Refugio 7,259
Goliad 7,351
Duval 11,717
McMullen 726
Live Oak 11,664
Calhoun 21,609
Jackson 14,255
Lavaca 19,468
Dewitt 20,465
Gonzales 20,045

1901 N. Shoreline Blvd. Corpus Christi, Texas 78412 I 361.826.4700 I

www.americanbankcenter.com
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Demographics
Facts
 Corpus Christi is the 8 th largest city in Texas with an estimated population of 316,381 in 2013.
 The Corpus Christi area has over 113 miles of Gulf Coast beaches; visitors to Corpus Christi
have access to nearly 70 miles or beachfront on Padre and Mustang islands.
 The average high temperature in January is 65 degrees, and in July and August is 93 degrees.

American Bank Center

1901 N. Shoreline Blvd. Corpus Christi, Texas 78412 I 361.826.4700 I

www.americanbankcenter.com
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Population

Survey Year Corpus Christi Nueces County Corpus Christi Coastal Bend
MSA

2013 316,381 347,691 516,793 7,115,856

Population by Age Group

Corpus Christi population by age group

6.63% 1 - 19

26.5% 20 - 24
25 - 34
67.30%
35 - 44
32.4% 55 - 64
65+

26% 14.8%

Percentage of Race
Corpus Christi population by race

22.42%
Caucasian
1.23% African American

4.65% Asian
Hispanic/Latino
71.7%
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Demographics
Effective Buying Income
Area Median Household Per Capital Total Income
Income Income
Corpus Christi CSA $44,284 $23,307 $6,689,479,000.0

Region

Cost of Living
Area Cost of Living index

Corpus Christi 82%

National Average 100%

1901 N. Shoreline Blvd. Corpus Christi, Texas 78412 I 361.826.4700 I

www.americanbankcenter.com
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Education
Education Attainment (Population 25 years and over)
Index
Corpus Christi Texas National

Completed 8th grade 79.6% 73.1% 69.3%

Completed high school 75.8% 67.1% 58.6%

Completed some college 51.1% 34.2% 35.7%

Completed associate degree 25.6% 13.9% 18.4%

Completed bachelors 19.6% 10.3% 13.9%

Completed masters 7.2% 3.0% 5.9%

Completed professional degree 2.5% 0.3% 1.5%

Completed doctorate 0.8% 0.0% 0.5%

Survey of 2013

1901 N. Shoreline Blvd. Corpus Christi, Texas 78412 I 361.826.4700 I

www.americanbankcenter.com
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Education
Post-Secondary Institution
School name Number of students
Del Mar College (Corpus Christi) 12,236
Texas A&M University of Corpus Christi 10,508
Texas A&M University of Kingsville 8,067
Coastal Ben College (Beeville, Kingsville, Alice) 3,992

1901 N. Shoreline Blvd. Corpus Christi, Texas 78412 I 361.826.4700 I

www.americanbankcenter.com
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Housing
Housing Tenure
Statistic Corpus Christi Texas National

Average number of people per household 2.8 2.8 3

Median value owner occupied home $107,600 $114,200 $200,419

Median property taxes paid $1,366 $1,232 $1,696

Median rent asked $796 $712 $801

Percent owner occupied 63.4% 73.8% 72.3%

Percent renter occupied 36.6% 26.2% 27.7%

1901 N. Shoreline Blvd. Corpus Christi, Texas 78412 I 361.826.4700 I

www.americanbankcenter.com
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Media Information
Print
Print Account Rep. E-mail Office #
Corpus Christi Caller-Times Steve Arnold a rnolds@caller.com 361.886.3624
Tejano y Groupo News Leona rdo Qui roz teja noygruperonews@lycos.com 361.853.1804

TV
Station Sales Rep. E-mail Office # Fax #
KIII-ABC Cha rles Burnes a rnolds@caller.com 361.886.3624 361.886.3624
KORO-Uni vision Clai re Arredondo teja noygruperonews@lycos.com 361.853.1804 361.853.1804
KRIS-NBC Ken Schuetze k.s chuetze@kristv.com 361.774.7658 361.886.6116
KZTV-CBS Ken Schuetze k.s chuetze@kristv.com 361.774.7658 361.886.6116
KAJA-Telemundo Ken Schuetze k.s chuetze@kristv.com 361.774.7658 361.886.6116
Time Wa rner Linda Ha ttersley l i nda.hattersley@twcable.com 361.857.2757 361.855.3866
KTMV Ca rl os Lopez ca rl oslopezmagic@yahoo.com 361.289.8877
KUQI-Fox Ti m Nobl e tnoble@kquitv.com 361.600.3804 361.882.1973
Gra nde Sa ma ntha Stemplinger s stemplinger@viamediatv.com 361.876.1062

Radio
Station Dial Position Format Website Sales Rep. Office #
KKLM-FM 88.7 Chri s tian Contemp. www.kl ove.com 800.525.5683
KLUX-FM 89.5 Ca tholic Radio Public www.kl ux.org Rus s Ma rtin 361.289.1420
KEDT-FM 90.3 Ra dio “NPR” Christian www.kedt.org Lea nne Wi nkler 361.855.2213
KBNJ-FM 91.7 Contemp. www.kbnj.org Joe Fa hl 361.855.0975
KKBA-FM 92.7 Adul t Contemp. Vi ctori a Reyes 361.561.2331
KMXR-FM 93.9 Ol di es Cel este Torres 361.289.0111
KZFM-FM 95.5 Hi p Hop www.hotz95.com Vi ctori a Reyes 361.561.2331
KLTG-FM 96.5 Hot AC www.thebeach965online.com Ga bri elle Gutierrez 361.883.1600
KFTX-FM 97.5 Country www.kftx.com Cyndi Rowden 361.883.5987
KLHB-FM 98.3 Teja no www.cl ub983.com Ga bri elle Gutierrez 361.883.1600
KRYS-FM 99.1 Country www.krys fm.com Cel este Torres 361.289.0111
KSAB-FM 99.9 Teja no www.ks abfm.com Cel este Torres 361.289.0111
KNCN-FM 101.3 Rock www.c101.com Cel este Torres 361.289.0111
KKPN-FM 102.3 Hot AC www.theplanet1023.com Johnny Boots 361.814.3800
KPUS-FM 104.5 Cl a ssic Rock Johnny Boots 361.814.3800
KMJR-FM 105.5 Spa nish Ga bri elle Gutierrez 361.883.1600
KJKE-FM 107.3 JAKE Johnny Boots 361.814.3800
KCTA-AM 1030 Rel igious www.kcta radio.com As hl yn York 361.882.7711
KSIX-AM 1230 Sports “ESPN” Radio www.espn1230ksix.com Vi ctori a Reyes 361.561.2331
KINE-AM 1330 Spa nish Ca rl os Lopez 361.289.8877
KKTX-AM 1360 News Talk www.1360online.com Cel este Torres 361.289.0111
KUNO-AM 1400 Spa nish Cel este Torres 361.289.0111
KEYS-AM 1440 News Talk www.1440keys .com Vi ctori a Reyes 361.561.2331
KROB-AM 1510 Spa nish Ben Benavides 361.299.6001
KDAE-AM 1590 Rel igious www.ra diolibertad.com 361.299.1992
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Local Restaurants
Restaurants Address Website Phone
Wa ter Street Oys ter Bar & Gri ll 309 N Wa ter St, Corpus Christi, TX www.wa terstreetoys terbar.com 361.881.9448
Executi ve Surf Cl ub 309 N Wa ter St, Corpus Christi, TX www.executivesurfclub.com 361.884.7873
Tha i Spice 523 N Wa ter St, Corpus Christi, TX 361.883.8884
Downtown Grill 622 N Wa ter St, Corpus Christi, TX www.downtowngrillcc.com 361.883.4745
Mes quite Street Grill 224 N Mes quite St, Corpus Christi, TX 361.884.8870
Vi etnam 701 N Wa ter St, Corpus Christi, TX http://vietnam-restaurant.com 361.853.2682
Bl a ckbeard’s 3117 Surfs ide Blvd, Corpus Christi, TX http://blackbeardsrestaurant.net/ 361.884.1030
Fa ji taville 221 S Hotel Pl, Corpus Christi, TX www.fajitaville.com 361.888.5554
Pi er 99 2822 N Shoreline Blvd, Corpus Christi, TX www.pier99restaurant.com 361.887.0764

1901 N. Shoreline Blvd. Corpus Christi, Texas 78412 I 361.826.4700 I

www.americanbankcenter.com
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2.2 Event Coordination and Planning

The marketing and promotional activities that I worked on during my int ernship were;
promoting TV eyes through blogs and articles, writing about the event theme,
networking, venue, vendors, food and drinks. Also I have used TV eyes to search on
the different social media tools such as Facebook, Twitter and LinkedIn. I have also
operated the blog articles on other relevant social media and event websites.

Before working on the Marketing and promotion activities we set up marketing target
goals. Every TV eyes tab event has a different theme and targets a different market.

Each TV eyes event has a different theme and for each one we focus and target a
different market. Depending on theme of the marketing target goals exist of:

 Which target markets the focus goes to,

 Which Vendors to contact and approach
 Which pot ential sponsorship partners to approach
 Which contact potential sponsors and prize contributions to approach

The planning activities that I have worked many meet and greet on many events
such as Miranda Lambert, Tim McGraw, SlipKnot, and many others.

I had to work on tracking information about the attendees by doing follow up calls to
see who was attending the meeting. With the help of a tracking list, I had to maintain
and track the information that I was getting through invitation emails that American
Bank Center was sending. The tracking list exists of the names of the attendees,
hospitals they worked in, phone, email, airline information and flight costs.

I also worked on writing a confirmation letter to the attendees with all the information
of the event such as the agenda of the event, airport information, hotel and
restaurant information.

2.3 Street team

Street team is another marketing technique that American Bank Center use to get
the word out there. They operate street team as a rapid and effective way to
promote up coming show. A street team is consisted of 5 sheets of 12 businesses on
each sheet. American Bank Center will send its street team out to those business and
place their promotion flyers.

I worked to create street team sheets for 6 different events, which have different,
target market. Mike Tyson, was one of the events I worked on, had a very unique
market. Therefore, my responsibility is to research businesses in Corpus Christi area
 Report 20

those customers are Mike Tyson’s fans. However, the job is more challenging than
saying. Then I would have to call the businesses and persuade them to approve our
flyers. The task might have been very challenging; I did successfully manage to
compete 6 events. I also attached the Mike Tyson street team below:

Mike Tyson Street Team Nov 22th 2014

Location Contact Phone Address Signature
1 Mantiques & More Ryan (361) 452-0034 4639 Corona Dr,

2 Clicks Paradise Geno 361-852-9252 5141 Oakhurst Dr x

3 Bottoms Up Staff/Mgr. 361-993-2740 5945 Williams Dr x

4 Game Stop Staff/Mgr. 361-993-5822 La Palmera Mall x

5 Hooters Staff/Mgr. 361-854-9464 4551 SPID x

6 Gators Staff/Mgr. 361-225-4300 4610 SPID x

7 Five Guys Staff/Mgr. 361-993-5552 5425 SPID x

8 Izzy's Staff/Mgr. 361-334-5030 4535 SPID x

9 Freebirds Staff/Mgr. 361-906-0970 5425 SPID x

361-986-
10 Complete Nutrition 1115 Staff/Mgr. 5601 SPID x

361-985-
11 Cheetah's 8822 Staff/ Mgr. 6425 SPID x

361-288-
12 Firestone 3503 Danny 6050 SPID x

13 Hooters Manager 361-854-9464 4551 SPID x

Outback
14 Steakhouse Manager 361-356-1989 4221 SPID x

* Please print name clearly,

Manager only to sign
Thank You
 Report 21

Mike Tyson Street Team Nov 22th 2014

Location Phone Contact Address Signature
1 Phat Tats Sammy 361-992-7428 5522 Everhart d-2 x

2 Southside Barbacoa Staff/Mgr. 361-334-0888 5894 Everhart Rd. x

3 Hardknocks Staff/Mgr. 361-334-4227 5862 Everhart Rd x

4 Tattoo Nation 361-851-0635 Staff/ Mgr. 2541 SPID x

5 Game Stop 361-814-0797 Staff/Mgr. 1805 SPID x

6 B&J Pizza (SPID) 361-993-8773 Manager 6335 SPID x

7 Cost Cutters 361-993-9930 Staff/Mgr. 5601 SPID x

8 Rock's Discount Vitamins and More 361-994-7625 Staff/Mgr. 6004 SPID x

9 Jack Ash's Drinkery 361-906-2267 Staff/ Mgr. 4334 S. Staples x

10 Freedom Fitness 361-814-7867 Staff/Mgr. 4938 Staples/SPID x

11 Acapulco Restaurant (Weber) 361-723-1536 Manager 6517 Weber x

12 Rocks Discount Vitamins 361-994-7625 Staff/ Mgr. 5634 Weber Rd x

 Report 22

Mike Tyson Street Team Nov 22th 2014

Location Phone Contact Address Signature
1 Coffee Waves 361-852-7305 Staff/Mgr. 5738 S. Alameda x

2 Recess Bar and Grill 361-452-0223 Staff/Mgr. 5710 S. Alameda x

3 Pizza State 361-993-3283 Staff/Mgr. 6133 S. Alameda x

4 Drunkn's Noodlez Asian (361) 992-1400 Staff/Mgr. 4214 S Alameda St

Restaurant x

5 Chat's Drive In 361-980-0835 Staff/Mgr. 721 Airline Rd x

6 Panjo's Pizza 361-991-1539 Staff/Mgr. 1320 Airline Rd. x

7 Revolution (361) 723-0322 Staff/Mgr. 2306 Airline Rd, x

8 Supercuts (361) 980-8100 Staff/Mgr. 1314 Airline Rd x

9 Luxurious Sunless Tanning 361-548-6609 Staff/Mgr. 2033 Airline Rd. x

10 Murdock's 361-991-9606 Staff/Mgr. 2033 Airline x

11 Pinnacle Tattoo (361) 994-8200 Staff/Mgr. 1041 Airline Rd x

12 Firestone 361-288-3504 5417 McArdle Rd x

13 Outta Bounds Sports Lounge 361-986-0480 Staff/ Mgr. 1402 Rodd Field x

14 House of Burgers 361-334-2221 Manager 1645 Airline x

 Report 23

Mike Tyson Street Team Nov 22th 2014

Location Phone Contact Address Signature
1 Buffalo Wings and Rings 361-442-2285 Patty 5638 Saratoga Blvd Ste 100 x

2 Firestone 361-855-2271 Manager 4513 Everhart Rd x

3 Chop Shop Barber Shop 361-992-2467 Staff/ Mgr. 5520 Everhart Rd x

4 The Palace 361-985-2592 Staff/ Mgr. 5850 Everhart x

5 Wings n More 361-980-8044 Jesus 6022 Sarazen Dr x

6 Good Fellas Barber Shop 361-991-7727 Staff/Mgr. 6062 Holly Rd x

7 Bull Chicks 361-334-4667 Staff/ Mgr. 6418 S. Staples x

8 B&J Pizza (Staples) 361-985-6474 Staff/ Mgr. 6662 S. Staples x

9 Fuzzy's Tacos 361-452-1914 Staff/ Mgr. 6646 S. Staples x

10 Supercuts 361-992-0979 Staff/ Mgr. 6537 S. Staples St. x

11 Cost Cutters 361-994-9930 Staff/ Mgr. 6418 S. Staples St. #120 x

12 Gold's Gym 361-980-1406 Manager 66435 S. Staples x

Banuelos Tire Center (361) 906-1365 Edward 5317 S Staples St

13 x

14 Game Stop 361-993-5822 Staff/Mgr. 6418 S Staples x

 Report 24

Mike Tyson Street Team Nov 22th 2014

Location Phone Contact Address Signature
1 Cheers 361-904-0900 Staff/Mgr. Only 419 Starr St. x

2 Dos Comales 361-885-7702 Staff/Mgr. Only 227 N Water St. x

3 Executive Surf Club 361-883-7873 Staff/Mgr. Only 309 N. Water Street x

4 House Of Rock 361-882-7625 Staff/Mgr. Only 511 Star St. x

5 Sound Vibrations 361-884-8981 Staff/Mgr. Only 1638 S. Staples x

6 Chuckles Comedy Club 361-434-4290 Staff/Mgr. Only 615 Mesquite x

7 Coffee Waves 361-882-0865 Staff/Mgr. Only 320 Williams St. x

8 Nuevo Café 361-904-0425 Staff/Mgr. Only 1124 Ayers St. x

9 Joe's Crabshack Lighthouse 361-232-4292 Staff/Mgr. Only 444 N Shoreline Blvd x

10 Mulligan's Pub 361-884-8190 Staff/Mgr. Only 621 N. Chapparal x

11 Axis Tattoo 361-882-5440 Staff/Mgr. Only 701 N. Chapparal x

12 Doc Rockit's 361-884-7634 Staff/Mgr. Only 709 N. Chapparal x

13 Railroad Seafood Station 361-883-6200 Staff/Mgr. Only 1214 N. Chapparal x

14 Che's Hideaway Bar 361-452-4382 Staff/Mgr. Only 601 N Chapparal x

2.4 Marketing research

I wrote a Marketing plan for the event s. The marketing plan is based on the Social
media strategy. It describes step by step how to promote an event using the social
media tools. In this marketing plan I updated and added social media strategies
such as linking the social media tools and activities to the website using the blogs
articles, photos & videos and other social media tools.

I also updated and added general communication strategies to the plan such as
Email Marketing/E-newsletters, E-blasts, Telephone calls, Flyers & Postering,
Advertisement, Newspapers and Sponsoring programs or cross promoters
 Report 25

By implementing these strategies, the goal is to encourage the target group t o visit
the websites American Bank Center and American Bank Center’s Facebook.
Another goal is to create brand awareness for American bank Center’s events. The
social media goals were to increase the members, followers and views of the tools.

To find whether these strategies and goals were achieved, we use a social media
tracking system. We monitor all of our posted tweets, group amounts, photos &
videos views and promotions through the different social media's to see if our
strategies work.

During my internship I was monitoring the use of social media strategy by t racking all
the social media tools. The social media tools that I tracked and analyzed are
Facebook, Twitter, the websites traffic of Americanbankcenter.com.
 Report 26

Refection

I described in the previous chapters that the tasks and projects that I have worked
on are divided in the areas marketing communication, PR, researching and
analyzing. The good thing is that these areas are all aspects of the knowledge I
obtained during my communication education. This knowledge has helped me a lot
with the projects that I have done for American Bank Center. I already studied the
structure of writing marketing plans and research reports. I learned how to research
the market, target group and how to come up with strategies. The knowledge that I
obtained of my education has really helped me in this area.

The only area where I didn’t have any knowledge of was the Event Coordination.
That is why the first months of my internship were a little bit difficult. Mainly because
most of the time I was not aware of what was happening around me. Plus the
degree of independence at American Bank Center is high, meaning that you had to
search out everything on your own. There are off course manuals that describe the
work and for questions you could always turn to Ms. Kristen. But most of time, at least
what I tried to do is figuring out everything on my own. By working this why I learned
about the subjects on my own.

Halfway my internship, I improved a lot compared to the first months. Searching most
of the things on my own have helped me a lot. Also observing and listening a lot to
discussion/brainstorming that were held in the office has also helped me a lot. But
the most effective way for me was working with the other interns. The interns were all
from different educational area like event planning, PR and Advertising. Working and
communicating with them and seeing how they approach things has help me
understand the process. The areas that I feel the interns really helped me the most
with are event planning area and the PR area.

Working in Marketing and Communication area has helped me develop and

improve more in this field. I developed a marketing plan with improved ideas and
strategies using social media. Also working in this area has helped me understand
how to promote an event using the social media tools. This area has helped me gain
more knowledge about viral marketing & communication. It also helped me develop
and improve my English writing skills by writing the marketing plan. Also it has helped
me develop my communication skills by promoting the event through social media
tools.
 Report 27

Conclusion

The past months of my internship have been very instructive for me. American Bank
Center – SMG management has offered me opportunities to learn and develop
myself in many areas. I gained a lot of experience, especially in the event planning
field. A lot of the tasks and activities that I have worked on during my internship are
familiar with what I’m studying at the moment. I worked in many areas where I did
different work. This gave me the chance to find out which areas I want work in after
my education. The area that I found most interesting is marketing & communication.
By developing a marketing plan, I had to do lots of research where I had to find the
best way of marketing an event. I learned many things about viral market ing by
using and learning about social media tools.

As a bonus, I got to experience the event planning process. I learned how the
marketing and promotional activities occur. I also learned how the administrational
process occurs by maintaining contact wit h the venue, vendors and sponsor
partners.

Before my internship started my ideas did not match the experiences have gained
during my internship. There is a big difference in the school projects and the tasks
and activities during the actual work. In school we learn how to describe the work in
projects, where in work you learn how to implement them in reality. This internship
was definitely an introduction to the actual work field for me. I have learned to work
in a business organization and apply my knowledge into practice.

I learned a lot from the different interns that I have been working with during my
internship. Each intern had a different educational background and that made it
interesting for me. By working with them I got to learn from them and become aware
educational background.