Kaitlin McDermott, a junior finance and marketing major, is an affiliate in the Samford Startup program. She's using the program to expand her business, My Marketing Degree, a platform that works to condense a business' visual aesthetics, values and story into a 60 second or less video.
McDermott said, "Microcontent is the future of marketing, and we serve to analyze algorithms that simultaneously aim for target markets, with the goal of growing them further. On TikTok and Instagram Reels, it is essential to capture a viewer's attention and transfer their view into a visit to your location or online purchase; and My Marketing Degree uses data, trends and strategic planning to stimulate traffic to your website or business. "
What is the story behind the name My Marketing Degree?
The name came to mind because people always ask me what I want to do with a marketing degree, and it usually starts a conversation with "I'd like to do XYZ with my marketing degree...". I also think it's funny when people are in a career field that has nothing to do with their degree, and it just seems like a straightforward name for a marketing agency. To be honest, I've thought about shortening it and I am still in the early stages to which I have the ability to do so, so we'll see!
How has Brock School of Business and the Samford Startup program helped launch your business?
Being surrounded by a community of young entrepreneurs, as well as having access to the advice passed from guest speakers and mentors, equips me with the tools I need to grow my business. It's refreshing to know that my decisions are well-educated and backed by experience and advice from my peers and Dr. Mazzei.
Looking to the future, what do you envision for your business?
I would love to have My Marketing Degree's storytelling ads become distinct amongst the millions of videos digested daily by social media users. I want the narration, creative style, and video format to be recognizable and reliable; and I'd like to stand out as a captivating content creator in which brands seek to enter microcontent platforms with.
As of now, I'm working to expand my work to the Birmingham area, as I am mainly Dallas/Fort Worth-based at the moment. I would love the opportunity to create content for brands in Birmingham that have a story or mission they are passionate about! I am putting together a digital portfolio and social media presence for the brand itself, as microcontent is relatively new with the virality of Tiktok and Reels. With over 50% of users purchasing an item or visiting a location based on these 30-60 second videos, microcontent is the future of digital marketing and I look forward to penetrating this market as a trailblazer!
As for finding me on social media, I have only been posting my work on the pages of the brands I'm working with. I'm honestly trying to distinguish whether my brand's social media will serve as a digital portfolio of my work, or if I want to double as a lifestyle/travel influencer with the areas I live in and visit. It's fun to be in the early stages of forming a business, but all of these decisions affect one another and take time to consider. It's one reason I'm thankful to have Dr. Mazzei's mentorship and the advice of my peers in the Startup Incubator!