Student uses new concepts to start business

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Christina Mascaro is a full-time MSU student, has a part-time job and is a pretty normal 20-something — except she also happens to be an entrepreneur who started her own business this semester.

Mascaro is the principal and founder of Shock Media, a full-scale media firm run entirely by students that “does everything,” including design, marketing, photography, advertising, public relations, broadcast production, Web design, social media and branding.

It also markets itself as a creative firm that wants to reinvent the way businesses think about advertising and portraying its organizations to its customers. One new concept includes buzz marketing, Mascaro said.

Buzz or viral marketing is a new concept all about creating a buzz for your business and getting into people’s minds by presenting the organization’s personality without costing a lot of money.

The idea is to create resources to increase word-of-mouth publicity instead of relying solely on advertising.

“Buzz is beyond that. Instead of sending out your information, it’s getting people to respond back and having clients included in business decisions,” Mascaro said. “The more your consumers and clients get involved with the marketing and planning, the more excited they get about your company.”

Collaborating with talent from others at MSU, Mascaro is building her company using the help of unpaid student interns, all of whom are involved with different majors and skills. In return, the students receive one credit for their services and the chance to earn commission for their work on select projects.

The company has experienced heavy interest in internship opportunities so far, with more than 45 interviews and e-mails still coming its way. However, Mascaro has narrowed it to six individuals so far, keeping in mind the standards to which she holds her new business.

“A key thing about Shock is we are not just students — we are on the same playing field as our local competition,” Mascaro said. “I want interns to understand all aspects of the business and understand that this is our business and it will only do as good as we make it and it depends on their professionalism.”

Student interest in the company has not been hindered because it is the new kid on the block — in fact, it’s a draw for some students interested in learning the ropes and watching a new business bloom.

“I want to show myself and help this new company and hope to do more projects, I’m doing it for credit and the professional experience,” said Matt Barrera, an intern with Shock Media and advertising sophomore. “I like how it’s just beginning and how I get to watch this firm progress and grow.”

Mascaro said Lansing has every reason to be thriving, and she plans to use inexpensive concepts such as buzz marketing to get people to come to the capital city.

“I got started in creative design because I really wanted to get into advertisement management,” Mascaro said. “(I want to) be kind of like the interpreter for clients through consulting and showing it does not take thousands of dollars to be presented in a new, fun, fresh way.”

Mascaro’s free spirit always has been entrepreneurial and her travels have taught her to trust her skills and be courageous when trying new things, she said. Mascaro credits her mother for keeping her levelheaded, however, and also for encouraging her to take on new adventures that a lot of people are too scared to try.

“If there’s no risk, there’s no payout, but some people think the risk is too much,” Mascaro said. “I think moving around in general has made me very dependent and allowed me to trust myself and the skills I have acquired to get the job done.”

Currently, Shock Media is looking for an office space to call home, and is even looking to trade its creative skills for a location near campus to solidify the brick-and-mortar side of a successful new business that will last.

However, Mascaro said the biggest obstacle has been getting businesses to take a chance and come to Shock Media. Mascaro said getting clients to trust her and the student interns has been a difficult obstacle, since many creative firms are already established companies.

“I wouldn’t do this if I didn’t love it and it doesn’t feel like a lot of work because I enjoy it so much,” Mascaro said. “I do see a place in the market for me.”

Mascaro said her short-term goals are to finish up a bridal guide the company is working on that is set to be free for the public on Valentine’s Day this year. The go-to guide is for new brides who are planning their own wedding and the Kiss Bridal guide, an acronym for “keep it simple, sweetie,” is free that will provide resources for cakes, catering, attire and venues.

“I’m a new employee and I’ve been working on lining up companies for ads to go in the wedding guide we’re creating right now,” said Ben Roosien, an intern for Shock Media and professional writing junior.

Shock Media also is working with the Ingham County Animal Shelter to promote the public to donate needed items, such as collars and toys, for the animals at the shelter this Christmas. Fliers were designed and items are being collected around the local area, including Biggby Coffee, 1331 E. Grand River Ave.

For those itching to be entrepreneurs but too scared to take the plunge, Mascaro said they should go out and find people who are doing what you want to do professionally and learn from them firsthand.

“Talk to people who are like you and in your field and talk to people you want to be like,” she said. “Go to people in the industry and tell them what your thoughts are and see if you’re crazy or not — just see if they have any pointers and you can build a network of people from those who you talk to that are already in the industry.”

For more information on Shock Media, visit the Web site at chrismphotodesign.com/shockhome.html.

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