Student-run company brings Gen Z approach to digital marketing

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At the height of the COVID-19 pandemic, Phoebe Grinsrud kept her business afloat online because her owners weren't “Gen Z digital natives.” I witnessed first-hand the companies that were struggling with this.

Grinsrud, then a freshman at Syracuse University, said she never considered turning her love of social media into a career, but she knew she could seize the opportunity to bring a Gen Z perspective to marketing. So she founded her POV Marketing Co., a service that helps businesses with social media and digital management.

“If you have an idea or something you want to do, start with your whole heart, because I think our story is proof that anything is possible. But it's not possible until you actually start.” ,” Galingsrud said.

Since its founding in 2021, POV Marketing (now POV Brand Management) has grown to serve 12 different clients, with its largest client being SU's Martin J. Whitman School of Management, Gringsrud said. Told. The POV team is comprised of his seven students from SU and universities across the country, and provides social media management, strategic advice, and additional “a la carte” digital marketing services. Their clients include medical, travel, and residential design groups.

Over time, Grinsrud has seen her small, student-owned company become more “elevated” and “sophisticated.” Gullingsrud said the POV team and its two interns brought a different skill set and a new “perspective” to the brand.

Whitney Krayer, a senior studying psychology and marketing, joined POV as an intern in 2022 and is now transitioning to a full-time role as chief operating officer. She first joined the team after Ms. Grinsrud, whom she met through her sorority, encouraged her to apply.

“I really enjoy working with my friends, getting lots of new experiences, and growing the company together,” Kreier said. “She's also such an inspirational person to work with. Phoebe has her insane drive.”

Grinsrud, who is currently in her fourth year, said she plans to continue working at POV full-time after graduating this May. Some graduating members, including Mr. Kreier, also said they intended to remain with the company.

Kreier said that once he graduates and has more time to devote to POV, he would like to further understand the company's internal strategy, full-time operations, and finances.

Laurenne Yomi Mwete, a third-year university student studying accounting, started working as an intern at POV this month. Although she has only officially started working there for two weeks, she said she is already gaining practical skills while working for a startup like POV.

“POV allows me to discover my skills and strengths and use them to my advantage, which is different from the corporate world,” Mvete said.

Mvete, who is also currently doing an accounting internship outside of POV, said she believes POV's startup atmosphere has given her more hands-on experience than at other employers.

As a new intern, Mvete said part of her daily work includes doing competitive analysis of brands and learning about their systems. She also collaborated with Whitman on content filming and social media efforts, she said.

“In the classroom, you learn and take tests, but then you forget everything you learned,” Mvete said. “I’m really interested in developing skills and actively learning, so POV helped me get hands-on with things.”

Gringsrud said that because founding a startup in college is “non-traditional,” he often wonders if all the work is worth it. Whenever she feels uncertain about the company's future, she said, she looks back at her team's performance over the past three years.

“All the great days we had were when we could pat ourselves on the shoulder for the work we did, or get a big contract with a bigger client, and be proud of what we do.” “It's a moment that reminds me of that,” Grinsrud said.