I have had the privilege of interning at MSL since May 2017. Working at such a big and well-known firm has given me experience I will never forget. Being a digital intern I have had the opportunity to work with clients on better strategizing their social media channels and working with influencers to promote their products/services. 

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One of the projects I was able to lead is the Midtown Athletic Club influencer program. MSL created a hyper-local influencer campaign that would offer Midtown the opportunity to reach target audiences in the Chicago-land with authentic, third-party credibility and drive potential leads. We are working with 9 influencers to do the following:

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• Create and share content around the ongoing PR activations (pre-grand opening) leading up to launch such as the virtual reality, 360 videos, etc. that align with the / Everything campaign

• Participate in and attend VIP grand opening parties, VIP workouts with local celebrities, news personalities, etc.

• Create and share content to sustain buzz post-opening

• Align with our approved archetypes and the Midtown aesthetic

• Whitelisting offers opportunity to amplify content to Midtown’s target audiences and reduce CPM

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We came up with three archetypes: Millennial Maven, Active Parent and Local Tastemaker.

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Millennial Maven

• City dwellers who have urban lifestyles with surprising talents and diverse skills and interest areas (fashion, fitness, art, etc.)

• Fun, lighthearted and social by nature

• Has refined taste and is drawn to more elevated activities (taking a Cycling Class as opposed to going on a run, etc.)

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Active Parent

• Active parents who enjoy activities that the whole family can be involved in

• Likes to cook at home and go out with the family to enjoy a fresh and healthy meal; prioritize natural, high-quality ingredients

• Sophisticated but not too showy; attainable, everyday parents that have interests outside of parenting

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Local Tastemaker

• Well versed in Chicago’s food scene; serve as a tastemaker for their audience while showcasing local and newsworthy events, grand openings, etc.

• Entertainers and the go-to person for recommendations around restaurants and things to do in Chicago

• Enjoys living “in the moment” and favors ambiance and atmosphere

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Below are some influencer content from this program