Eileen

Reflective Essay

Before coming into this class, I had no idea if my creativity was on point or not. I simply knew that my as the years progressed, my overall creative and technical computer-related design skills lagged behind. For this reason, I was skeptical to enter the advertising field. Honestly, I decided to follow the track because it required the least learning of math and science than other major tracks. Obviously, I did not know what I wanted to realistically pursue in life.

Upon entering this class, I was glad to have Professor Cal as my professor. She created a friendly environment on the first day of class, which allowed classmates to openly converse and learn about each others’ creativity. I clearly remember the first in class assignment: Professor Cal made us write down as many possible ways to use a pool noodle. Not being one to be able to quickly think of something creative without pre-thinking, I was not able to come up with as many ideas as some of my classmates. I felt that the assignment was kind of pointless until everyone shared their ideas. I learned that in order to really be initiative within a creative field, you have to think spontaneously and write down the very thoughts that first pop into your head, which at first might seem ridiculous.

The other assignment that I found interesting although rather strange at first was when we had to write down the common things between a cat and a refrigerator. Similar with the first task, I learned that the answers to weird questions do not stem from logic; they are actually the opposite of the typical, sensible, and most obvious answers. Thinking differently from others is a common trait and that is why there are so many unique advertisements and marketable ideas out there. These assignments molded me to be more intuitive with my right brain; as long as I can make ‘sense’ into backing up something, then my creative concept is just fine.

Some neat experiences that I went through happened during the semester, all because of our assignment to go places we had never been to and to try new things. If it was not for Professor Cal, I probably would have never bothered to attend an art fair, go to a fast food chain that only serves burgers, nor had the push to conduct an interview with a fashion representative and designer for a major company. In addition, I am glad that I went to see Irene among other amateur comedians at the Miami Improv twice this semester as well as an opera. In going to these outings, I learned that art is anything you want to interpret as art, food intake should not be limited to what you are used to and have grown up eating, creativity according to someone within the field is used by all everyday, comedy is a talent that Irene possesses, and opera (at least the one that I went to) is not so horrifying to the ear, but rather whimsical. Stepping out of your daily bubble is the lesson that I learned from this assignment. Everyone should take time out of the basic routine to explore and have fun doing ‘not so (insert your name here) type things.’

Furthermore, doing supplementary items allowed my creativity to grow since I was forced to take note of ‘creative concepts’ that I would normally pass on. Along with noting unique concepts on paper, being able to develop creative ideas while other classmates were discussing their own ideas (ex: helping Phil come up with a brand name in Spanish for Target) allowed my creativity to develop. In the spur of throwing several ideas out at Phil, some of us learned that certain words that most true ‘Miamians’ believe to have one meaning in a language, have a completely different significance in the same language, but to somebody that is not a Miami native.

Having had classmates that are so quick in coming up with creative slogans, jingles, things of advertising not related with the design aspect of it, made me rethink whether this is the right field for me. That’s because I am neither fantastic at creating things on the web or designing graphics using photo applications. No biggie, Professor Cal offered much advice on the topic; you have to try things before you can rule them out of your life forever. This class made me believe that I am capable of pursuing anythings I want. Although what I want should be within my reach, I am not one hundred percent sure what that is. I do enjoy the advertising field, but I know there are other aspirations (becoming a somebody within the entertainment industry or launching a a fashion career) that I would rather accomplish in the future. But still, those are broad realms, which I still have to untangle. With that said, I have realized that I need to become an intern at a preferred organization so that I can hopefully know what I want to become or what I do not want to pursue.

Lastly, I am grateful for having met the classmates that shared this class with me, and also for having the chance to really get to know some of them. I really liked that while discussing certain topics relevant to class, we were able to find out more personal and random things about each other. Having a professor that I could actually converse with like another classmate was a real bonus!! :)

Note to P.Cal: Outing 5 is titled as the interview.

Very Creative Person Presentation

William Rosenberg was born in June 10, 1916 in Dorchester, Boston. He was one of four children to Nathan and Phoebe Swart Rosenberg, who operated a neighborhood grocery. He grew up in one of the few Jewish families in the tough, working-class district and was the target of anti-Semitic verbal abuse and physical attacks. After 8th grade, Rosenberg dropped out of school and began to work in the family business. During the Great Depression, the business failed and he found jobs delivering telegrams for Western Union and driving a horse-drawn delivery truck for Hood Dairy. Since he was determined to excel, his reputation won him a wholesale delivery route with the Jack and Jill Ice Cream Company. His success in developing new business along the route brought him an office position at Jack and Jill, and Harry Winokur, the company accountant, became a mentor, teaching him formal business methods. Winokur promoted him at 21 to national sales manager of the company.

On April 29, 1937, Rosenberg married Bertha ‘Bookie’ Greenburg, Winokur’s sister-in-law. In 1941, during WWII, Rosenberg seized opportunity in sudden openings in strategic industries; he signed on at the Hingham Shipyard south of Boston, where naval vessels were constantly being constructed. At this job, he was given the duty of an electrician, even though he did not have the common sense to plug an appliance. Because he was forced to join the United Steelworkers Union, he became elected shop delegate. This experience helped him develop his abilities to organize and motivate people. When the war was over, he chose to pursue a career in entrepreneurship.

In 1946, Rosenberg created the Industrial Luncheon Services Company. The inspiration to create the company came from observing the lively business done by lunch-cart owners, who arrived at the shipyard everyday to sell lunch and coffee-break items to workers at the union. Rosenberg believed that he could dominate that business at Hingham and elsewhere by introducing modern accounting and inventory methods and by updating technology. Bill got financial help from his old mentor and the bank; he also cashed all his savings just to start his company. As the business prospered, Rosenberg purchased his principal food suppliers, gaining beginning-to-end control of the business process.

Rosenberg insisted on using a higher grade of coffee bean than common among competitors because he noticed that coffee and donuts were his crucial profit-makers. He also had his drivers offer customers real cream with their coffee at no extra charge. Within two years Rosenberg employed more than two hundred drivers, who fanned out to factories and construction sites across the Boston area each workday. In 1948 Rosenberg opened his first coffee-and-donuts storefront restaurant, the Open Kettle, in suburban Quincy, Massachusetts, renaming it Dunkin’ Donuts in 1950. The Quincy location remained a Dunkin’ Donuts shop more than half a century later.

At a time when sellers typically offered no more than five basic donut types (plain, powdered, chocolate coated, glazed, and red jelly), Dunkin’ Donuts donuts came in a wide variety of flavors, colors, and shapes filled with different kinds of jellies and creams. In total, the company advertised 52 different donuts, which have always been adaptable for seasonal promotions. Offering a product line that included items with targeted appeals to both children and adults, both men and women, Rosenberg’s demographically diverse mass-marketing strategy was decades ahead of its time.

After opening his sixth Dunkin’ Donuts in 1955, Rosenberg decided that further expansion would be accomplished through the selling of franchises. The number of Dunkin’ Donuts shops spiraled upward under the franchise system, reaching 100 in 1963, 300 in 1968, and 1,000 in 1979. The first location outside North America was opened in Japan in 1970. To ensure consistency in quality and to meet customer expectations shaped by centralized advertising, Rosenberg created Dunkin’ Donuts University in 1966, a Quincy training base for all new franchisees. In 1968 Rosenberg took the company public against the advice of Harry Winokur, who sold his interest in Dunkin’ Donuts and founded Mister Donut, a rival chain. The public stock offering of Dunkin’ Donuts exceeded Wall Street expectations, bringing Rosenberg to a new level of personal wealth.

In the late 60s, his wife and he separated after having 3 children, and then divorced in 1978. A few months later, he married Ann Marie Aluisy. When his eldest son, Robert, received an M.B.A. at Harvard, Rosenburg handed over the day-to-day operation tasks of the company to his son. From then on, Rosenberg represented the donut empire by representing his own company at industry and public events, giving motivational talks to new franchise holders, and making unannounced visits to far-flung locations to make sure that unsold donuts were thrown away after 5 hours.

Asked which of the donuts was his personal favorite, Rosenberg told the Boston Business Journal, “They’re like our kids; I love them all.”

Environmental Outing 4

I have never ordered a hamburger at a fast food restaurant or at any other restaurant. Being a picky eater, I only like home made plain hamburgers. Honestly, I really only eat hamburgers when my dad barbecues them on the grill; this does not occur often either. I have never been attracted to the thin and fake looking patties that chains such as McDonald’s and Burger King offer enough to taste one. The advertisements alone disgust me! My hesitance to taste a public burger was swayed when my parents took me to the new Costco and shopping center that recently opened near my house. When my parents were done shopping, we walked around the entire shopping center and spotted “Five Guys.”

A national hamburger and fries franchise, Five Guys did not appear to serve burgers like the rest of its chain types. Since the restaurant does not serve chicken tenders, I refused to order anything but fries. Although, I did end up eating a ‘Little Hamburger’ since my dad ordered it for me to try. He insisted I taste the burger after having tasted one himself. I was not that hesitant to try it once it was in front of me only because the burger itself looked like the home made ones my dad makes- thick, dark, and juicy. Needless to say, the first bite was just as delicious as every other bite. The fries were also the best tasting fries I have ever eaten; they were better than McDonald’s fries, which were my favorite. I believe it is the Cajun style of cooking and the no freezing method that makes Five Guys’ burgers and fries to be mouth-watering. This experience taught me that I should be open to try types of food that I usually would never order. I am going to ‘try’ to be more experimenting with food from now on.

Supplementary Item 7

When my dad got home a few minutes ago he gave me the premier issue of “Brickell Magazine.” While flipping through the pages, I stopped when I saw an appealing picture at the top right corner of the twenty-fourth page. The reason I found this photo appealing is because salon chairs, manikins, and a bar are all stationed in one location. The caption ‘Beauty Retreat’ depicts exactly what the photo captures. What seemed to be a hair salon at first glance is really a salon, boutique, and bar/café in one! RikRak (the name of the retreat) has its main location on Brickell Avenue, and other locations at the Four Seasons and Sagamore. Obviously an upscale beauty retreat, RikRak offers movers and shakers everything they need with a full service salon, spa, fashion boutique, and café.

This retreat was created by Ric and Raquel Watters, a couple that has the passion to make timeless styles. I think ‘unforgettable’ is the perfect description for this retreat. I have never seen or heard of such a place that combines different types of industries to create one shop that offers a VIP experience. I find the concept to be very cool since women can shop or drink and chat with the girls simultaneously while waiting for a hair appointment. RikRak is definitely the most creatively innovated place I have heard of in the states. I will undoubtedly be checking this place out during the holidays!