Alumni Interview with Vanessa C. Matthew – West Virginia University

About Vanessa C. Matthew: Vanessa Matthew is an intra/entrepreneur with a wealth of experience in messaging development. As a messaging strategist, she helps businesses succeed by creating the most resonant messages for their target audience. With a background that includes leadership roles in marketing communications and experience in conducting market research, she brings a unique perspective to her work.

Vanessa attended Tufts University for undergrad, earning a BA in political science, followed by an MS in Integrated Marketing Communications (IMC) from West Virginia University.

Interview Questions

Interviewer: Could you please provide a brief description of your educational and professional background?

[Vanessa Matthew] After throwing my graduation cap into the air and celebrating a job well done at Tufts University, I was off to foot surgery, postponed since childhood. Six months of bed rest with a broken foot sure gives you plenty of time to think about what you want to do with your life. I recall scouring job sites to discover which career paths interested me the most.

Although I was a political science major, I did not see myself as a politician at the time. I stumbled upon the title ‘Chief Marketing Officer’ while conducting Internet searches. My mouth dropped open as CMO positions sounded like dream jobs. However, when I examined the qualifications, my heart sank. I didn’t have a degree in marketing, journalism, or communications at the time, so I knew I had a hurdle to overcome. So, I looked for jobs with similar responsibilities. The title 'Director of Development' stuck out to me most. When I read job descriptions for roles like this, I was drawn to it because to me it read as marketing for nonprofits, I felt confident that the barrier to entry would be low, and so I decided to pursue an internship in nonprofit Development. The Mount Hope Housing Company (MHHC) welcomed me with open arms.

At MHHC, I learn everything about crafting messaging for nonprofits, as expressed through event invitations and grant writing, and as years went on, I advanced in the nonprofit sector, becoming an Acting Development and Communications Director, however, my heart still yearned for a title with the word "marketing" in it. Eventually, I decided that a degree in marketing could really help me close this career gap.

I needed a program that prioritized a practical education over a theoretical one. WVU provided the precise type of education I was looking for.

I wanted to ensure that any school debt would be worthwhile. When I was ready for grad school, I chose West Virginia University’s Master’s in Integrated Marketing Communication program.

Interviewer: Why did you decide to pursue a master’s degree in communication, and why did you ultimately choose the online Master of Science in Integrated Marketing Communications (IMC) program at West Virginia University?

[Vanessa Matthew] Before attending grad school, I spoke to a few marketers who reviewed my professional experiences and declared that I was a self-taught marketer. But they also let me know that was not enough. Not for me, at least. I was told, at the time, that I needed academic credentials to support my achievements, even after becoming the head of marketing for a nonprofit.

I remember thinking, 'Let me just get this degree so no one can use my lack of one against me.' I also wondered what I had missed by not pursuing a degree in communications. So, not only was I hoping this degree would open doors for me, but that it would take my marketing communications to the next level. I needed a program that prioritized a practical education over a theoretical one. WVU provided the precise type of education I was looking for.

Now, I am a messaging strategist and content writer.

Interviewer: How is WVU’s IMC program structured, and what concepts did the program emphasize? What skills and strategies did you learn in your classes, and how did you apply them to course assignments?

I just loved that WVU's program is 100% remote, which provided the flexibility I needed. However, flexible does not mean easy – far from it. Lengthy papers were due on a weekly basis, and class discussion posts were to be considered mini-research papers. These assignments are due 4-5 times per week, if you want a 4.0 GPA. Personally, I did not want to give up too many summers, so I took my classes straight through. Having a plan for the classes I wanted to attend before the program started helped immensely. I was able to participate in the courses I wanted, and in the order I wanted to take them.

For most courses, students finish with a blueprint for a core piece of a marketing communications strategy. I found these blueprints, along with course lessons, immediately applicable to work.

For example, the final for the social media marketing class is a social media marketing plan. A plan, if done well, could be looked back on to develop social media marketing plans for other brands in the future. As for WVU’s online platform, the courses were not pre-recorded or live. They were all in writing. Assignments and lessons were delivered in writing. Discussions with teachers and classmates were also in writing.

Interviewer: Could you please describe your experience completing your capstone project? What communication issue or challenge did it address, and what were your primary deliverables (i.e., communications plan, tutorial, video, visual marketing materials, etc.)? What advice do you have for students in terms of completing their project?

[Vanessa Matthew] The capstone project was the best class I could have ever taken. The capstone sets the stage for about every marketing client project I have taken on as a consultant. You conclude the class by developing a comprehensive marketing communications plan or proposal for a brand. From learning MROI to crafting brand concept statements and executions, the capstone is a challenging endeavor. But the professor eased some of the stress. I took the capstone with David Marold, whom I was able to call for help during “office” hours.

My advice for the capstone project would be to start the market research component early. Research informs all parts of marketing. Reach out to the organization that will be the focus of your capstone for the contacts you need to speak to as soon as you start the class. You will be in a better position for your capstone the sooner you garner insights from your focus group. I would also conduct phone interviews to gather more qualitative data, if possible.

For my capstone project, I created a marketing proposal for a lending institution that sought to establish its own brand identity separate from its parent company. Now, HEF is my consulting client, and I am using the plan created during the program to help them with branding.

Interviewer: What key takeaways, experiences, or connections from WVU’s Master of Science in Integrated Marketing Communications (IMC) program have you found to be the most helpful for you in your career path?

[Vanessa Matthew] I know this is cliché to say, but all the courses I took are proving to be helpful in my current career path. The classes I took included Audience Insights (Ethnography), Brand Equity Management, Campaigns, Creative Strategy and Execution, Emerging Media and Market, Entrepreneurship, IMC, Market Research and Analysis, Social Media Marketing, and Visual Information Design.

WVU definitely prepared me with the latest developments in marketing communications. However, the tech of the industry is constantly evolving, and anyone in marcom must be a lifelong learner to stay ahead. The key is to focus on core principles – know your customers, find out where they are, and speak to them authentically.

Interviewer: What advice would you give students just starting the online IMC program at West Virginia University? More broadly, what advice would you give students who are either considering or starting a master’s in communication program, whether it be at WVU or another university?

[Vanessa Matthew] Please do not take the online program lightly or think that it will be easier because it is online. You must be diligent in managing your time. And, to maintain a 4.0 GPA, you have to put in real work and create thoughtful research papers and response posts. For any master’s in communication program, I would definitely encourage you to take classes in market research. Do not skip this class. Again, market research is the foundation of marketing insights, strategies, and creativity.

Thank you, Ms. Matthew, for your excellent insights on West Virginia University’s Master of Science in Integrated Marketing Communications program!

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