At 3Points, we pride ourselves on having a team with dedication, great judgment, and sound insights. Never before, however, have our team members’ names foreshadowed those qualities — until Juliet Sage, our newest spring intern, joined the team this past month.
Juliet is a junior at Northwestern, studying learning and organizational change, business institutions, integrated marketing communications, and leadership. Learn a little more about Juliet and her insights below.
You’ve already amassed a great deal of marketing experience for a college junior — what are some of the key lessons you’ve learned so far?
My experiences in the marketing field thus far have allowed me to gain an understanding about how brands connect with consumers. Most of my extracurricular and internship experiences have pertained to marketing strategy, so I have learned how to evaluate and synthesize data and produce competitive landscape analyses. I have also acquired valuable insights about how brands derive, strategize, and implement marketing strategies.
One lesson that I have learned is the value of accurately balancing the art and science of marketing. In today’s increasingly data-driven world, it is incredibly challenging to blend data-determined strategies with emotion in advertising campaigns. When I began working in marketing strategy, I struggled with choosing between following the data or my gut reactions. Ultimately, I have grown to understand that it isn’t a choice; data and successful marketing go hand-in-hand, and data, if used correctly, can render advertisements more emotionally impactful.
Another key marketing concept that I have been grappling with is whether or not advertisements can do good. More and more companies are associating their brands with social causes and political movements. I have found myself questioning whether brands align with “good causes” for the sole purpose of generating profits, or if they genuinely seek to ameliorate the world’s most pressing issues. Several years ago, the Always #LikeAGirl campaign struck me as inspirational and pulled at my heartstrings, but I remember asking myself if the company’s feminist messaging was backed up by concrete actions in support of women’s rights or if the messaging was simply used to grow revenue. I have come to the conclusion that advertisements cannot do good on their own, as they must be coupled with authentic, altruistic, and impactful action.
What are you most excited to learn in your time at 3Points?
Since my previous internship and professional experiences were predominantly in the marketing field, and shopper marketing in particular, I am especially interested in moving upstream along the consumer decision journey by further exploring communications and public relations. Ultimately, people feel connected to brands and companies due to their brand values and reputations. Crafting and articulating an authentic brand identity is crucial in today’s world, and I therefore look forward to gaining an understanding of how brands successfully interact with the general public and get their names out there.
What’s your favorite class you’ve taken at Northwestern?
During my first quarter at Northwestern, I took Psychology of Personality with Professor Dan McAdams. As a trepid and unseasoned college student, I didn’t know what to expect from a university class, yet this course set a high bar for all classes to follow. McAdams, the chair of Northwestern’s Department of Psychology, is both renowned in his field and engaging in his lectures. This course afforded me the opportunity to study how people come to be the unique individuals that they are. Moreover, I was able to apply theories about dispositional traits, personal goals, and narrative identity to Oprah, so if you would like to know more about my analysis of her, feel free to reach out!
What do you like to do outside of your classes?
When I’m not in the classroom, you’ll probably find me in a student organization meeting. I am the president of Mark, Northwestern’s student-run advertising agency, so I am often working with clients and ensuring our projects are running smoothly. I also serve as the VP Fundraising for UNITY, Northwestern’s charity fashion show that benefits arts and literature education programs in underfunded Chicago public schools. You may see me selling Insomnia cookies or custom sweatshirts to support this incredible cause! When I’m not in meetings, I spend time managing @spoon_nu, a food instagram for Spoon University at Northwestern, and doing freelance graphic design for various student organizations on campus.
When I finally get home, I’m most likely in the kitchen cooking dinner for myself and my roommates. I pride myself on my whole roasted chicken and crispy brussels sprouts, and my friends and I love sitting down together for a family-esque dinner. I have my first Blue Apron box coming this week, so we’ll see how that goes!
Coming from New York, what have you enjoyed most about Chicago?
Born and raised in Manhattan, I like to think of myself as a New Yorker. However, I find Chicago’s midwestern spirit to be incredibly refreshing. Strangers are consistently kind here, always opening doors and wishing me a good day. Even though I had to grow accustomed to Chicagoans’ lack of cynicism, I’ve grown to love the city’s positive vibes.
The Chicago food space is also exciting, and I love heading downtown to try new and trendy restaurants. After being in the Chicagoland area for almost three years, my favorite spots are Ema, Sunda, The Publican, and RPM Italian. I’m also a brunch aficionado; with Summer House Santa Monica, Hutch, and Beatrix, Chicago poses significant competition to the New York City brunch scene.