Aquarium of Niagara - Marketing

SUMMER 2016

This past spring, as I searched around for a summer internship, I was determined to gain field experience in communications and marketing in a unique environment where I wasn’t just doing office work in a boring bullpen. I wanted to make a difference for a company and learn along the way, but I wanted to have fun while doing so. Through the Niagara University Career Services website, I came across an application to intern in the marketing department at the Aquarium of Niagara in Niagara Falls, NY under the direction of the Director of Marketing and Development and the Marketing Coordinator. Not only was this internship close to home, in my field of interest, and flexible with my schedule, but it also allowed me to do work in a comfortable setting all while being 50 feet from California Sea Lions, Humboldt Penguins, and Gray Seals. I was one of two applicants who interviewed for the summer marketing intern position, and was chosen for the position due to my strong skills in writing, social media, photography and videography, all thanks to my courses in NU’s Communication Studies department.

Starting my internship hours shortly after the end of the spring semester in May, I quickly learned all of the ins and outs of the Aquarium of Niagara, from its clientele, mission, and modes of operation. I gained a great appreciation and respect for this aquarium since it does not run as a for-profit business. The aquarium was founded as non-for-profit organization for research and conservation over 50 years ago and operates on that same mission today where they push education on marine life and sustainability instead of simply putting animals on display for guests’ amusement. The trainers at the aquarium do present sea lion shows, which are for entertainment purposes, but they also have a hidden message to teach guests about the animals themselves, how they are cared for, and how people everyday can help create a healthier more sustainable planet. What is incredible to watch is the bond and mutual trust you see with the marine mammals and their trainers, especially since all of the marine mammals at this aquarium have been rescued from their natural habitat due to injuries. Despite my love for animals, this environment was completely foreign to me. Luckily, I felt welcomed very early on by the staff and felt the same love for the animals they care for as they all do.

At the beginning of June, the Marketing Coordinator left his job at the Aquarium of Niagara to pursue another career, leaving me, the new intern, by myself to practically do his job for him 15 hours a week. Within the few weeks that I was able to work with him, I learned about his weekly duties, which mainly revolved around social media and news content. I received access to all of the aquarium’s social media platforms including Facebook, Twitter, and Instagram, and learned how to produce the weekly e-newsletter. It then became my responsibility to stay up to date on all things social media, send out the e-newsletter, as well as design the summer edition of their formal print newsletter. I also created posters and advertisements using Microsoft Publisher for upcoming events and assisted in the planning and execution of those events, amongst other smaller tasks. With the Marketing Coordinator position left vacant for over a month, I had a lot of responsibility on my shoulders, but I managed it all very well, which allowed me to enhance my time management skills and build up a portfolio of work.

The two major events I helped plan were the Sea Lion Stroll 5K and Isabel’s Birthday Bash – a birthday party in honor of our 2-year-old California Sea Lion pup. Both events took place in June, with Isabel’s Birthday Bash on a Friday evening and the race on the following morning. This was the aquarium’s first attempt at a race fundraiser and although the planning stage began way too late in advance, the race was still fairly successful. The planning for the next race in summer 2017 began immediately following the week after the first race, noting all the flaws in this inaugural event and ways to improve the event for the runners and organization. Next year, the Aquarium of Niagara hopes to increase the number of participants significantly so that the event is more profitable, enjoyable, and smoothly managed. With a new Director of Marketing and Development starting this December, the Aquarium of Niagara has high hopes of a more thriving future.

During the time where the Marketing Position was still vacant, the Director of Marketing and Development at the time had asked if I knew anyone who would be qualified for the job. I quickly replied yes, and convinced one of my own friends to apply for the position -- a friend that three years ago I looked up to as a role model during my freshman year of college, graduating from NU herself with a degree in Communication Studies in May 2014. The two of us met while working on The Ridge Report, NU’s student-produced news broadcast. During her senior year, she needed to find a replacement for her crew position on the show. I stepped up as a naive freshman, eager to learn and hold a leadership position within the club. I shadowed her for the entire spring semester and learned all that she knew about running the club and being a leader within it. Within just a couple weeks of her applying and interviewing for the Marketing Coordinator position, she was hired and worked side by side with me for the remainder of the summer. While I was extremely excited to be working with this friend and helping her get a more fulfilling job than the one she previously held, it was also a learning experience proving to me that networking in college truly is crucial. Back when I was a freshman at NU admiring this person, I learned from her and honed the skills that make me the person I am today. In turn, knowing how much she impacted my own college career, it felt rewarding knowing that I could return the favor and refer her for this position. I was confident that she would be successful in this position due to her intelligence, passion, dedication, and love for animals.

With the Marketing Coordinator position filled, my job as an intern became much easier. I no longer felt overwhelmed with the amount of work I had to do, which made the position more fun, knowing that everything I was working for was for the benefit of the animals at the aquarium that I adored and respected. Although I worked 175 hours unpaid that summer, there were some definite perks beyond the learning experience. On my birthday, my boyfriend and I were able to meet two of the adorable seals, Della and Sandy, both of which were rescued and rehabilitated, but are deemed non-releasable. We got to feed, rub, and play with both seals and get a kiss from Sandy. Being an animal lover, and specifically a dog lover, it was a fun, once-in-a-lifetime experience that felt like I was playing with a bunch of big, loveable, wet dogs. On my last day, I also got to meet one of the penguins with my sister, who has always been a penguin lover. We did not get the opportunity to feed the penguin, but we did get to pet and play with her. Both of these encounters typically cost over $60 per person per encounter, but I was able to experience these for free, as a way for the aquarium to say thanks for all my hard work.

Interning at the Aquarium of Niagara was definitely a non-traditional internship experience, yet through some of the hardships, I found it highly rewarding and memorable. I knew so little about this particular aquarium when I first started, but now I have a genuine appreciation and respect for all those who work tirelessly for the animals housed there. I’ve enjoyed working there so much that I decided to volunteer my time there for a class this fall, and intend on volunteering there more in the future. Working in the marketing department of the aquarium, I gained knowledge on social media, advertising, and event planning. It solidified my desire to work in marketing and event planning as a future career and continue my education in a more business-oriented field of marketing. I highly suggest this internship for anyone who enjoys working with social media and digital marketing, event planning, and above all, loves hanging out with some adorable sea critters.