Iowa State student named among nation's best minorities in advertising

AMES, Iowa -- Iowa State University senior Bo Schroeder didn't take part in any of the job fairs on campus this week. Instead, she is meeting with recruiters in her field at their place, and at their expense.

Schroeder is flying to New York Feb. 6, and will interview, socialize and mingle with the top advertising people in the country for three days. It's part of a trip she earned for being named among the nation's most promising minority students by the American Advertising Federation.

"I'm really going to have to launch at full blast," said Schroeder, referring to how she will attack the meetings. She will compete with 50 other students from around the country for the time and attention of the advertising professionals.

To win the trip, Schroeder had to demonstrate the desire, talent, experience and academic excellence she'll need to succeed in the advertising field. The packet Schroeder submitted to AAF's Most Promising Minority Student Program included an essay in which she highlighted a minority pioneer and described her own aspirations.

She hopes to get her career started on the account management side of advertising and has already started to map out a plan on how to get noticed.

"I'm going to wear a little black tie as my trademark look," she said. Creating a look or 'brand' for herself is one of the skills she hopes to put into practice for others as she pursues a career in advertising.

"Brand management is very important in advertising," she said.

She also plans many of the more common pre-interview rituals such as new clothes, new accessories, exercise, yoga and anything else that will get her feeling and looking her best. She also will get her hair cut by her favorite New York stylist.

She found her stylist last summer when she was interning in New York for Fairchild Publications' advertising promotion department for Jane magazine.

If she gets a job, she may be back to New York for a long time, or not. It all depends.

"I figure if I work in New York City for a couple of years, then I can go anywhere from there," she said.