Currently, I am a second year grad student at Rochester Institute of Technology, pursuing a masters in Communication and Media Technology. I also work full time as a writer in the finance industry for an investment management company local to Rochester. I was born and raised in the Rochester NY area, where I spent my summers on Keuka Lake and my winters on Bristol Mountain.
After graduating high school, I moved to Washington, D.C. to get a Bachelor’s Degree from American University in Public Communication with a minor in History. Post graduation and moving back home due to the high cost of living in Washington, D.C., and a few years working in customer service, I found my position as an RFP Information Specialist at Manning & Napier. I now spend my days writing about investment strategies and my nights learning about communication theories and techniques. I’m extremely interested in writing: specifically, how writing is becoming a more and more critical skill as the world moves to rely on the text-based world of the internet.
Outside of my professional and academic life, I have a few hobbies I love. Mainly, I love being outside, whether that means camping, hiking, boating, skiing, or sitting around a bonfire with friends. I also love music, especially live music, so I attend as many concerts as possible. I’m a dedicated Buffalo Bills fan and Formula 1 enthusiast, which are, as many of my friends have pointed out, the most different sports I could possibly support. In general, I like to spend time with family and friends and enjoy the great area of Rochester and western New York.
If I haven’t bored you yet and you’d like to get to know me, feel free to follow any of the links below!
Anyone who knows me well knows how much I love craft beer. And I love wide varieties of brews: stouts, porters, wheat beers, sours, red ales, pilsners, scotch ales — even certain IPAs. The craft beer category in the US has grown swiftly in popularity in recent years, both in sales by volume and by revenue. Microbreweries have grown their production at a tremendous rate from 2004-2017, going from an annual volume of 700,000 barrels in 2004 to 5,600,000 barrels in 2017.
A culturally and economically fascinating category of craft beer is the Trappist variety. Trappist beer is produced by monks, friars, and nuns, both for their own consumption and for limited sales to finally support their abbeys. The tradition of trappist brewing dates back to the Trappist Order, a group of Benedictine (followers of the Rule of St. Benedict of Nursia) monks residing at La Trappe monastery in France, in the 17th century. This brewing came out of still earlier beer-making by Medieval monks, who did it for many of the same reasons — to maintain their economic self-sufficiency in a way that had the added benefit of contributing to goodwill among the local population and secular leaders.
Today, the International Trappist Association is the highest authority on official trappist goods, including beer. The Association recognizes thirteen trappist breweries today: 6 in Belgium, two in the Netherlands, one in Austria, one in the US, one in Italy, one in France, and one in the UK. The UK brewery, located at Mount St. Bernard Abbey, is the most recent, having opened in 2018.
The Association certifies trappist beer with the “Authentic Trappist Product” label, under the following conditions (listed from their website):
All products must be made within the immediate surroundings of the abbey;
Production must be carried out under the supervision of the monks or nuns;
Profits should be intended for the needs of the monastic community, for purposes of solidarity within the Trappist Order, or for development projects and charitable works.
The awarding of the label requires a thorough investigation by the ITA board of directors. This incldues a close look at hte production process, and the level of sales. The ITA requires certain environmentally-consious and fair labor standards, and, abbeys may not sell beer so excessively that they make profit on top of what is needed for the abbey’s maintenance and local charity. The license allowing a product to be ceritfied Trappist must be renewed every five years.
What type of beer is trappist beer?
Trappist beer comes in several varities, but is alomst always an ale rather than a lager. Ales are typically made with “top fermenting” yeast, meaning they are fermented at high temeprature, whereas lagers are made with “bottom fermenting yeast” and ferment cold.
Generally, trappist beer will be a blonde or brown ale of varying strength, but generally with low bitterness and higher fruity and sometimes spicy notes.
Rochefort categorizes their beer in strength by number. (6, 8, 10.)
More generally, abbey breweries use the term Enkel (“single”) to describe their basic and lightest recipe, typically today with an alcohol by volume of 4-6%. Dubbel is the net level up, with an alcohol by volume of 6-8%. The term refers to a brown ale at most abbeys, with the fruity and spicy notes common in many Belgian styles.
Tripel and Quadrupel are heavier, with ABV of 8-10%, and 10-13%, respectively.
The move from Enkel through to Quadrupel refers directly to the process of malting in beer production: these trappist beers are single, double, tripel, or quadrupel malted, aka, a Tripel has 3 times the malt in the wort as a “regular” or single ale. “Sweet wort” is the mashed up, seeped, and heated barley before the yeast and hops are added. Once hops are added this becomes bitter or hopped wort.
What is the best trappist beer?
That depends who you ask, but the company BelgiBeer (a Belgian craft beer mail order gift box retailer) has an authoritative list.
Note that all of these beers are Belgian in origin, so some bias may be involved. It’s also fair to note that Belgium is the home to the largest concentration of trappist breweries, and Belgian craft beer in general has a long and prestigious history, especially for the type of hearty, fruity, spicy ales most associated with abbey brewing.
Where can I buy trappist beer?
Due to the limited supply and distribution networks, trappist beer was until very recently, very hard to get a hold of as an American consumer. Some abbeys still only sell to within a few kilometers of their brewery. But some brands, such as Chimay, (from Chimay, Belgium,) are available easily online, such as at www.sauveur-biere.com. Some local beer retailers specializing in imports may also carry the more produced and sold beers like Chimay. An example of one such retailer is Beers of the World, in Henrietta, NY.
I’ve had the pleasure of taking the Beers of the World course at Rochester Institute of Technology this semester, where I learned a great depth of information about a wide range of beers, including trappist. I got to try the Chimay Blue, Red, and Tripel varieties in class, and we had an eductional video and lecture about trappist beer.
I recommend that anyone who already likes beer try one of these unique brews with such an interesting history. If you don’t like beer, I recommend you go to your local brewery and try some more varieties after a tour to learn more about the production process and what diversity of flavors are available among all the different types of this ancient and sophisicated beverage!
Dmitry Liapitch started his academic career at Wells College where he focused on Production Cinematography, but soon changed his major to Physics when he realized he was more interested in how the camera worked and wanted to understand what light was. This naturally sparked an interest in him to learn about solar energy which led him to develop a passion for Sustainability. On Earth Day his senior year, he built a boat out of recycled bottles and sailed on it to show the amount of plastic bottles that an average student uses in a year while in college.
After graduating from Wells College in 2010, Dmitry came to the Rochester Institute of Technology to pursue a Masters in Sustainable Engineering as well as a Masters of Science in Sustainable Systems from the Golisano Institute for Sustainability, which he received in 2017. That same year he applied to the Tiger Tank competition and won a full scholarship to the MBA program at the Saunders College of Business for an indoor photovoltaic solution; ‘AmbientPV’.
As his adventures at RIT continue, Dmitry hopes to develop his network by collaborating with faculty, staff, students, and the extended RIT community to develop sustainable solutions. He hopes to continue to learn about ways to help build a more sustainable future for all by balancing the social, environmental, and financial components of the Triple Bottom Line of Sustainability.
First off, he’s the author of this blog post, so he’s going to write the rest of it in first-person. Hi! My name is Geoff, and as of this writing I’m a second-year MBA student at Rochester Institute of Technology’s Saunders College of Business. (An AASCB accredited school.) My concentration is in marketing, and I’m graduating in May 2019. I grew up in Rochester, NY, and was involved in Boy Scouts (including my Eagle Scout Award) and swim team, then I went on to get my undergrad degree in Political Science at RIT. Why am I a great addition to any company’s marketing team? Read on to find out!
1. I know sales.
And sales are the most direct, personal, and high-stakes form of marketing. My sales experience dates back to my time selling popcorn door-to-door as a Cub Scout when I was seven years old, and my professional sales experience began in 2015, when I was hired as a financial services representative. For two years, I worked for Foresters Financial to secure the retirements and incomes of business owners, families, teachers, retirees, and more. I wore a suit every day, I called and spoke to dozens if not hundreds of people a week, I knew my products, and I got to know my clients well, some of whom are still friends of mine today.
I’m just as comfortable having a deep conversation with a client about their history, goals, and fears, as I am standing in front of a room of 150+ people to explain exactly how municipal bond funds can save them tens of thousands of dollars in taxes over the next few decades.
Bottom line: I know how to deeply understand the value of products and services, and convey those to a client to make a sale.
2. I can lead, and follow.
I’m earning my MBA as an Army ROTC Cadet, and when I graduate, I’ll be serving part-time in the Army Reserve as an Officer. During my time in ROTC, I’ve planned and led workouts, marches, field training exercises, and tactical missions for elements ranging from 4 to 40 fellow Cadets. I’ve confidently delivered many briefings and lessons on military tactics and history.
I’ve learned and applied the US Army’s approach to the science and art of leadership, both in the classroom and in the field, such as at Fort Knox, KY, where I completed 30 days of ROTC’s Cadet Advanced Camp over the summer of 2018. That camp included 20 days in the field, simulating a tactical environment, with all of us Cadets rotating through different leadership roles and being keenly evaluated by ROTC cadre. I know how and when to take charge, delegate, listen, improvise, and make decisions under pressure.
3. I read a lot.
I typically read one fiction and one non-fiction book at a time. Currently, I’mon The Complete Works of H.G. Wells, and Team of Rivals by Doris Kearns Goodwin. I read the Wall Street Journal nearly every day (about 95% of days) and I’m usually listening to an Audiobook when I’m driving. I just finished The Old Man and the Sea by Hemingway, I have to decide what to get next on my Audible subscription.
I love thinking and discussing what I read, and I occasionally write about it on my blog at authorgrwilson.com. I think reading is a great way to open my mind to new perspectives. A few of my favorite authors are Stephen King, H.P. Lovecraft, and Michael Shaara.
4. I have diverse interests
That is to say, I have more going on than just business marketing, and I think that makes me better at the actual practice of marketing.
I play blues harmonica, I write horror fiction, I enjoy learning languages on DuoLingo and YouTube, (French is easily my best foreign language but I like to dabble in a few others,) I’m a photographer, and I’m a craft beer enthusiast and amateur brewer with my dad. I raised a “colony” of praying mantises a couple years back, and plan to try more arthropod-keeping in Spring 2019.
I rode on the RIT Equestrian Team in my undergrad years. I love hiking, especially on Adirondack mountains. I’m a very enthusiastic amateur weightlifter; I love the gym. I play DnD and board games a lot with several friend groups. And I enjoy learning about other people’s hobbies, professions, and interests. There’s so much out there to learn about!
I’m active in networking through organizations such as Network After Work and Rochester Young Professionals, and I love meeting people, sharing ideas, and connecting people with each other.
5. I’m already practicing marketing right now!
I do amateur content-writing, Twitter-management, and Google Ads through UpWork.com. I recently launched the first, basic version of my own e-commerce site, blackpeaktactical.com (selling camping, hiking, and tactical gear and clothes,) and am steadily working on massively improving and expanding that site and launching its online ad campaigns. I’ve done model photography for women’s fashion brand ModishBoss (one of my social media clients from UpWork) to build their brand awareness.
I’m Google Ads certified and continuing to build my knowledge with that system. I’m learning SalesForce on my own time. I’m learning Lean SixSigma (yellowbelt level) in a class. I have Facebook ads on my list of systems to learn on my own time too. (I’ve used it a bit for advertising my books.)
I’m confident I can do great things in the marketing department of nearly any company. I’m most interested in technology or auto companies, and also wine, spirits, and beer companies, plus ones involved in events and entertainment.
Christian Vanderhoef is a fourth year New Media Marketing and Economics double major at Rochester Institute of Technology (RIT) – Saunders College of Business & College of Liberal Arts. He believes that dreams and passions should be attainable by good people, and has a passion for helping individuals grow in order to reach those dreams using his knowledge of marketing and economics, soft skills, and creative thinking. Ultimately, people are the most important aspect of an organization, for without them, everything would be nothing.
Please, feel free to connect with Christian online because he loves meeting people, discussing topics, and learning new things.
Christian was born and raised in Farmingville, New York which is on Long Island. He has always been one to experience new things and explore his interests. From a young age, Christian participated in gymnastics, baseball, and basketball, but he always had a place for arts and crafts. When it came to his fifth grade yearbook, he wrote that he’d love to be a cartoonist when he grew up because he could create anything and shape an entire world of his own. He also learned at the end of elementary school that he had a knack for singing and wanted to pursue it further in middle school.
Although he was intending to focus more on music, Christian also played football leading into middle school, however, he didn’t enjoy it as much as he thought he might and left. When school started, Christian did what he intended to do and pursued singing throughout middle school. He joined choir and the school drama club. In his first year, Christian managed to get a solo in the show. As everyone may realize, middle school is a weird place and Christian’s “social circle” began to be established. By the end of middle school, his voice was going through a quick change and his singing was affected. He had a solo for the New York State School Music Association (NYSSMA), but did so poorly due to frequent register changes that he was never given a score. In high school, Christian had no interest in further pursuing music.
In high school, he participated in FIRST Robotics for his freshman and sophomore year, but he realized that the organization at his school had politics that he was not interested in. He quit, got a crazy haircut, changed his style and joined track. In junior year, he was in cross country, swimming, track, student government, chess club, model united nations, and strategy and tactics club. He began to hangout less with the same people and more with new people. This allowed him to gather many social perspectives and relate more to many people. When he was meeting many new people, he came to the realization he wanted to be an engineer. To be more exact, he wanted to be an aviation and aerospace mechanical engineer. He then questioned this idea his senior year when his interest in arts and music reemerged.
When Christian got to RIT, he was already contemplating his major as Engineering Exploration, but he was uncertain as to what he’ll change to. After his first semester of exploring, he switched to Marketing. He learned so much about business that he was unaware of before and it interested him. He loved strategies, business plans, economics, and even accounting interested him. Overtime, he came to the conclusion he wanted to switch to New Media Marketing. Then, since the curriculum taught very little about resources and pricing, he chose to double major in Economics. With those, he can gather a deep understanding of resources and people while he works on his start-up: Canopy.
This content can now be found at it’s new location Redirect 301 http://s226869948.onlinehome.us/sema/christian-vanderhoef/ http://sema2018.com/christian-vanderhoef/
Hello, my name is Jackie Audrey Colello and I am a fourth year New Media Marketing student, who is also minoring in psychology at Rochester Institute of Technology. I am originally from Williamsville, New York (a suburb of Buffalo). This past fall, I was on a six month co-op with The TJX Companies (the parent company of Marshalls, TJ Maxx, Homegoods, etc.), located in Framingham, Massachusetts, just outside of Boston. Having been given the opportunity to live in Boston for six months was absolutely amazing, and extremely rewarding. I gained strategic skills in analyzing sales data, and pitching strategies to drive business. I gained insight into myself and into the world of merchandising for one of the world’s largest retailers. Last fall, I did a co-op on campus with RIT Behind the Bricks as their Social Media Community Manager (a branch of RIT’s F&A sector). Prior to my position with RIT Behind the Bricks, I was a Marketing Analyst intern the summer after my freshman year at a small digital marketing agency called clevermethod located in Elma, New York. I was also the President of Marketing Club at RIT for three years, and learned an immense about marketing from professionals in the field. I am extremely eager to see what the future holds in my professional career!
Outside of the Classroom
I have been a resident adviser at Rochester Institute of Technology for six semesters, and am a supervisor at our campus Student Life Center. I am a student note taker, and write blogs part-time for RIT Behind the Bricks. I am a strong advocate for Autism Awareness, and absolutely love to travel. In 2017, I had the opportunity to visit 7 countries, but want to visit even more in 2018. I am always eager to grasp opportunities for self-growth, and personal development.
Is your editorial calendar filled with content marketing fuel, or just content? Understanding the difference can attract more, higher qualified leads for your business.
When you think of content, do you think of one isolated piece of content on your website? Like an infographic, a downloadable, or a video? Or do you think of a full A-Z content marketing strategy with editorial content that serves a purpose in the short-term, but is tied tightly to a long-term goal? This question is not uncommon, and content marketing does fit within other marketing principles. But, content marketing and marketing with content differ in key ways, outlined below.
The Technical Difference
Branded content means a variety of things, including sales enablement materials, sell sheets, brochures, employee-related content, user-generated content, or customer service type content. Think of these as islands of branded content that as a result, support the brand.
Content marketing is taking your many islands of content, and adding
a bunch of additional islands in the form of online content. This includes blogs, social media content, infographics, testimonials, email marketing, guides, interactive content…the list goes on. We then expand upon that content strategy and connect the islands that are related to one another and help us achieve a common goal. This connection happens by ensuring that contextually relevant content follows your prospect through their sales journey and remains lock-step with their progress.
The Problem with Just Creating Content
Let’s be blunt: what’s the point? If your content strategy is not tied to succinct business goals like lead generation, lead nurturing, or customer retention, what is its purpose? Static content serves your organization by highlighting your products, services, team, differentiators, or experiences. If we continually create content that only supports the brand, or a product, we probably aren’t serving a customer need.
Content marketing gives your brand more lifeblood, therefore the term brand journalism is synonymous with content marketing. Content marketing strategy is about providing helpful content to potential customers, and weaving your brand into the story in a subtler way.
Editorial calendars and content strategies need to serve a larger purpose than just static content. Content marketing elevates your creation and distribution efforts, while working to solve a larger business goal. Marketing with content exercises creativity and stocks the sales team with great enablement materials. But buyers want their problems solved.
Hi there! My name is Emily and I’m almost (thankfully) done with my M.B.A. at RIT after beginning in the fall of 2015. I’m the Content Marketing Manager at Tipping Point Communications, a local Rochester-based marketing communications agency.
I am responsible for strategic planning and execution of content strategies for clients. In addition, I develop strategic inbound marketing plans leveraging marketing automation and content to fuel my client’s lead generation activities, with strategic focus at each stage of the sales funnel.
Prior to joining Tipping Point Communications, I spent two years at CHOBANI Greek Yogurt, in the marketing department, executing special events in the Upstate New York region. During my time at CHOBANI, I focused on community relations, brand partnerships, and worked locally on the 2012 London Summer Olympics sponsorship.
I look forward to utilizing my M.B.A to provide a macro-level, strategic frame of reference to grow my client’s business and the overall agency.
Hello! My name is Shruti Kapoor and I am a fourth year student here at the Rochester Institute of Technology (RIT).
My anticipated graduation is this coming May, 2017 with a Bachelor of Science in New Media Marketing, International and Global Studies (INGS) and my immersion being in Spanish. I was not originally a double major. I started out with INGS, but end of freshman year decided to double major because I wanted to take up the opportunity to learn something that is up-and-coming, new, and exciting. RIT is very flexible in that sense because students aren’t limited to just one major. I am originally from New Delhi, India, but have travelled and lived in different countries before attending RIT, which has made me really passionate about both my majors.
I have been involved with different clubs and organizations over the course of my time at RIT and now as I am in the last leg of my undergraduate, I am trying to soak it all in. I love marketing for its creativity and INGS for allowing me to focus on important global issues and be able to make a difference someday! One of my biggest areas of interests is global marketing as I can make use of both my majors and not abandon one over the other. Post graduation, I would like to attend graduate school if given the opportunity and further continue studying marketing. In the long run, let’s say 10 years down the road, I want to work in the non-profit field.
If you would like to learn more about me, check out my Resume and/or connect with me on LinkedIn.
Hi, I’m Emma! I run around in circles for fun and am an ex game designer!
What I mean to say is I run track/cross country and was originally a game design major at RIT. The problem was I constantly found myself being interested in the business side of the major. This led to finding a passion for the world of marketing but I would love to eventually land a marketing related job in the gaming industry. Now I’m a 4th year New Media Marketing major with a minor in Web Design and Development.
Hi, I’m Ila! I am a fourth year New Media Marketing Student at RIT’s Saunders College of Business. My major focuses on online strategy (including SEO, social media marketing and website design), mobile technology, entrepreneurship and current global business trends. The major is unique because it strays far from traditional marketing tactics and textbook lecturing. The professors bring in their own real world experience and keep up-to-date on the innovations in marketing and technology. I have had several opportunities to develop my own marketing strategies for existing businesses and conceptualize my own businesses.
In conjunction with my major, I am minoring in Media Arts & Technology. Media Arts & Technology focuses on the workflow of print and digital media; how to execute an idea to a final output. The minor enables for proficiency in the Adobe Creative Suite (mainly Photoshop, InDesign, Illustrator and Bridge), an understanding of different output systems, color management and theory, page layout and design and advanced design critiquing abilities.
I am also completing a second minor in Economics and immersing in Advertising and Public Relations.
Given all my different fields of study, I feel I have a very diverse and well-rounded education that will enable me to take on different perspectives and think more critically when presented with obstacles within my professional career.
Hello! My name is Simran Makker and I am currently studying at the Rochester Institute of Technology. I am a fourth year majoring in New Media Marketing with an immersion in Advertising and Public Relations. I am interested in a field where I get to apply my design skills as well look at analytics and performances. My past work experiences have grown my passion for a combination of these two sides of marketing. I have found myself to be a very creative person which allows me to be driven by opportunities I have held in the past. My internships and current work have taught me how to correctly design a campaign and track it through analytic software. I have gained experience in blog writing and using Photoshop to create graphics needed. I am looking forward to apply my current skills and experiences with a promise and enthusiasm to learn more.
Females in improv should only be limited by their ability to successfully communicate their creativity with their scene partner and audience in an understandable, competent manner. Except when someone chooses to sabotage that communication because of their gender.
When improvising, anyone can be anyone. Boys can play girls, girls can play boys. Hindus can play Christians, construction workers can play lawyers. As long as you communicate your character clearly, you are not held back by being a woman in improv. That is, until someone decides to leverage your gender just to get a laugh.
I cannot count how many times I’ve gotten on stage making an extensive effort to be a male character, only to have my scene partner say something like “Oh honey, you know I don’t like when you act like that. Now get back in the kitchen.” It’s like feminism never made it to improv.
Even worse is when I’m established as a male character, get halfway through the scene, and then have someone walk into it and make a comment about me ‘actually’ being a girl. They get their ‘laugh’ and then they walk right back off. That’s just poor improvising, whether you’re female or male. Not only does it throw off the improvisers, but it completely ignores the reality of the scene and breaks down the relationship between the characters until the only thing left to do is sweep. It’s selfish, unintelligent, and hurtful. I work too hard as a female improviser to be reduced to a slap-stick joke because of my gender. In all improv, successfully communicating with your scene partner is important, and this is no exception. Offenders need to be told how it feels, as a woman in improv, to be treated that way. Hopefully, if that person values you as a person, friend, or colleague, they’ll also value you as a female improviser.
When asked these questions, many people will say that where they live is boring and that there’s nothing to do. While a little boredom is understandable, there is never nothing to do. I’m talking about finding things to do. I’m talking about exploring and creating your own adventures.
Creating Adventure, Finding Depth
When I first moved to Rochester, NY, I was a little disappointed in what I thought the city had to offer. It had an empty feeling, seemed a little depressed, and a bit boring. I long for depth wherever I go. By depth, I mean the ability to get lost in a roots of a place: on a mountain, within the trees; in a city, under the streets and above the streetlights. Rochester is rich in history, so I knew that there was adventure to be had. I began searching for the depth in Rochester.
I began with popular spots: High Falls, Lower Falls, the abandoned subway. I talked to people at these spots; natives of Rochester who had passion for adventure as well. They told me of other places to explore; lesser-known spots that made for great microadventures.
I found out about (and explored) the 30-mile-long network of rock tunnels that bend and bellow deep below the city’s infrastructure. I’ve walked the old railroad bridge that stretches high across the Genesee River, just North of Smith Street. If you walk it at night, you’ll enjoy the beautiful view of Rochester’s glowing skyline.
If you think there’s nothing to do where you live, chances are you’re not looking hard enough.
Since I moved here four years ago, I haven’t been bored. My desire for adventure won’t allow me. My main point is this: Where you live isn’t the problem, it’s how you live that hinders us.