Beyond the Algorithm: Precision and Pitfalls in the Buhi Simternship

    The Simternship was a rigorous, hands-on social media marketing simulation for Buhi, a fictional e-commerce retailer selling bags to Millennials and Gen Z (Generation Z). The practice focused on leveraging channels like Facebook, Instagram, and TikTok to drive revenue and audience relationships. We were tasked with aligning all content, budget allocation, and audience targeting with Buhi's distinct voice—friendly, confident, and reliable. The ultimate goal was to transition the strategy from simply posting to executing highly efficient, data-driven marketing campaigns.

    The primary challenge throughout the Simternship was drastically improving the ROI (Return on Investment) by maximizing KPIs (Key Performance Indicators) like Impressions, Engagement, and Conversions. We operated within a strict weekly budget, often set at a maximum of $10,000. This required learning to efficiently allocate the budget, prioritizing high-conversion channels like Facebook and Instagram, and strategically selecting influencers based on brand fit and CPE (cost per engagement) for effective reach.

    The most memorable—and difficult—experience was receiving consecutive "Poor" performance ratings due to a profound misalignment between our theoretical audience understanding and practical platform targeting. The core issue was failing to precisely narrow "Audience Interests." For example, we learned the crucial difference between broadly targeting "Outdoor Activities" and precisely targeting "Hunting and Fishing." This demonstrated that success required extreme precision in defining the target audience to unlock algorithmic efficiency.

    The most significant lesson learned is the paramount importance of data-driven execution precision over broad strategic planning. Success hinged on mastering the granular details of campaign setup. The difference between a high ROI and a "Poor" rating often depended on ensuring the headline contained both a specific benefit and a clear element of urgency. We also learned that any inconsistency, like a minor spelling error or a misaligned landing page, significantly damages brand credibility and efficiency, teaching us that meticulous proofreading and accurate linking are non-negotiable professional standards.

From Ohio to the Great White North: My Unforgettable Canadian Thanksgiving

    How did you spend your Thanksgiving break? Most students at our university probably returned home to spend time with their families nearby. However, international students like me—especially those here for only a single exchange semester—don't have a nearby family home to return to during this precious, week-long window of freedom. While secretly I had always dreamed of being invited to a traditional American Thanksgiving dinner, that dream was put on hold. Instead, I joined a group of fellow exchange students for an incredible trip to Canada! I visited two major cities: Vancouver from Nov. 24 to 26 and Toronto from Nov. 27 to 29.

    The Vancouver portion of the trip was incredibly relaxing because I met up with my friend, Chaewon, a student from my home university who is currently on exchange at Simon Fraser University there. I am usually the person who meticulously plans every detail of a trip, from A to Z. Thanks to her, I got to be the relaxed traveler for once, letting her navigate the new city. We visited the famous Gastown district, took photos with the Steam Clock, browsed charming boutiques, and bought gifts for my friends back in Korea. Although there was a significant amount of rain, the gloomy weather surprisingly suited the old buildings and winding streets of Vancouver perfectly. On our last day, we traveled to North Vancouver and spent time enjoying the Vancouver harbor. After spending months confined to landlocked Ohio, seeing the ocean again felt absolutely revitalizing and exciting! 

    The second leg of the journey took me to Toronto, where I met up with a group of international students from ONU. The most unforgettable part of the entire Toronto visit was undoubtedly Niagara Falls. To get there, we took a two-hour FlixBus ride from Toronto’s Union Station. While it was a relatively long journey, the time flew by because we were all together and excited.

    As we approached the falls for photos, a massive plume of water suddenly engulfed us! I had read reviews saying the spray from the falls was like a "constant mist" gently hitting your face. That was a severe understatement. It was more like standing outside during a heavy rainstorm without an umbrella. Since we weren't wearing hats, we were completely drenched from head to toe, leaving us soaking wet in the chilly weather. We had to rush to the nearest restroom to try and dry our hair and clothes, which was quite an ordeal. Despite the minor mishap and the subsequent cold we all caught, the sheer spectacle of Niagara Falls was breathtaking. It truly is a natural wonder that everyone should see once in their lifetime. My one crucial piece of advice for future visitors? Absolutely pack a hat!