Intern Feature: Julianna Nijmeh
Today we feature Julianna Nijmeh, one of our Brass Mash interns! You may have seen Julianna at Liquid Gravity, helping with the merch booth. Here she’ll share a bit about herself and her work as a marketing specialist. Julianna’s digital portfolio can be found here.
Intern Julianna Nijmeh
What do you do as an intern for Brass Mash?
I’m working as a marketing specialist…I’m helping with experiential marketing to generate more brand awareness. I’m also helping with social media, creating a plan, as well as finding new ways to diversify our content. Also helping with merch - setting up, taking down.
What got you interested in working with Brass Mash?
As soon as I went to one of the shows, I was blown away. My friend Michaela started working [as an intern] and I was like, “Are they looking for any more marketing help? This would be such a fun job to have!” She said just ask Colin, we set up a call and here I am. I love the energy of the band and wanted to work for them. Right now I’m in the tech industry and I wanted to branch away from that, do something a little more fun in marketing.
How do you hope to leverage this experience for the future?
Normally when I’ve been an intern, I’ve been at the bottom of the food chain - not really owning a lot of ideas, they told me what to do and I would just do it. With this, I’m getting more experience with actually owning projects, owning ideas and following through and executing them.
Do you have future plans for after Cal Poly?
I want to move to San Diego and eventually go abroad for a few years. I love traveling and want to branch out from California. I want to go down the experiential marketing route as a future job. It’s a fun industry!
What is experiential marketing? How does it apply to Brass Mash?
Experiential marketing is creating brand awareness and putting on memorable experiences to connect consumers with the actual brand. Pop-ups are an example - say you’re at a festival, for example, Liquid IV always has these hydration tents where they give out free samples. Just having brands connect with consumers in a memorable way.
For Brass Mash, for example, some ideas I was pitching to Colin that we might implement - one is just having a big experience with Brass Mash beyond the actual shows. Putting on a food and drink experience…interactive workshops where one of the band members will have a jam session or teach about music theory. Connecting the people in the band with the audience.
I was talking to some of my friends and they were like, “I really want to meet these people!” I don’t know exactly how to do that. Colin was saying how he wants people to interact with actual band…I think that would be a good idea, just putting on some classes and just having anyone who’s interested join.
Colin was saying that it’s all in-house - I thought you guys maybe had another marketing team, you were doing such a great job already. We’re just happy to help expand on that.
What have you learned in the process of working with Brass Mash?
I learned how to target a whole different audience of more energetic, upbeat people. With Brass Mash, the audience includes college students all the way up - a wide range of people. This has taught me how to tweak the messaging, tweak the content, how to target each of these different segments at the same time.
