Lauren Acton ’14

Lauren Acton



Job Title: Marketing Specialist
Employer: Clark-Lindsey

Major: Communication with a concentration in public relations
Minor: Vocal performance

What advice do you have for students looking to land their first job in a creative field?
Working in a creative field requires a well thought out mix of two traits: intentionality and spontaneity. In every interview, a potential employer is looking for those two things. The first, intentionality, is showing that you understand their brand. Do you know what fonts and colors they use? Do they cling to certain buzzwords? What is their key demographic? Be intentional in knowing their work and reputation. But also be spontaneous. Think of ways to pair up their “constants” with something new, creative and fun. Creativity “sticks” in businesses when someone can look at something they've never seen before (a photo, a commercial, a billboard), yet still instantly identify the business who created it. If you can show a potential employer that you can create something new that still fits within their brand identity, you have their attention. Being intentionally spontaneous goes farther than most anything else.

What can do students be doing now to make them more competitive?
Learn as much as you can both inside and outside of the classroom. Internships are absolutely key. My internships allowed me to explore a wide range of skills — video production, sound production, commercial directing, graphic design, website design, social media management, etc. Being able to present a well-rounded portfolio to potential employers that showcased my expansive knowledge of marketing skills and courses helped me immensely.

In what ways did your internship prepare you for your current job?
I was an intern for Hugh O’Brian Youth Leadership (HOBY). I wore many hats while at HOBY. I created videos, social media campaigns, graphics, website copy, press releases and much more. I constantly asked questions and asked for opportunities to try new things. As an intern with HOBY, not only did I gain new skills, but I gained mentors. I saw firsthand how they created their work and I carried those examples into future jobs.

What does a typical day look like for you at work?
I don't think there is a typical day in my line of work, but that's what I love about it! I’m oftentimes running around the building with a camera in hand, ready to film an interview or capture new social media content. I'm also always editing emails, creating new print pieces and brainstorming new advertising ideas.

What do you like most about your job or chosen field or career?
What I like most about working in marketing is the creativity and spontaneity of my position. I get to take my various inspirations and really run with them. On my first day at Clark-Lindsey, a resident told me that the key to aging well was “good genes and a cause to fight for.” That one conversation sparked an entire video series all about the various ways residents have found to “age successfully.” In marketing, you never know what will inspire you and what beautiful work will emerge from the smallest things. I love that my work is a reflection of my experiences and the experiences of others. I'm making something that matters.

Instagram: @laurenmacton
Twitter: @laurenLOacton

The preceding Q&A was submitted by the subject as an Arts Technology alumni spotlight.