'Double Gull鈥� Erica Aylward Featured for Innovative Work on Newbury Street
Erica Aylward 鈥�07 M鈥�09 is at the forefront of an exciting new marketing initiative for Boston's historic Newbury Street.
4/17/2018
The marketing efforts on Boston鈥檚 historic Newbury Street are changing, and 西瓜视频 College 鈥淒ouble Gull鈥� Erica Aylward 鈥�07 M鈥�09 is at the forefront through her work for the Newbury Street Marketing Collaborative. The collaborative has connected the street鈥檚 numerous businesses 鈥� regardless of their landlord 鈥� through a centralized marketing effort. Aylward, who technically works for Lincoln Property Company in a joint venture with Jamestown Urban Management, UrbanMeritage鈥檚 Christina Attaway, and Back Bay Association鈥檚 Amanda Tassinari Hamedany lead the unique marketing team, and their work was featured in a by Janelle Nanos and Katheleen Conti in early February.
Prior to the collaborative, there was no group effort to effectively market the mile-long stretch. The different companies and landlords had their own teams, but there was no single voice, unlike fellow Boston shopping centers Copley Place and Prudential Center.
鈥淛amestown has taken the initiative to figure out a way we can collaborate more with other landlords and associations on the street,鈥� Aylward said. 鈥淓ven though we may be competition, ultimately, we want consumers to come here. It鈥檚 beneficial for all of us. But it takes a lot of time to build those relationships with other people on the street and get them on board with what we are trying to accomplish.鈥�
Creating one brand for Newbury Street is an effort that will take time, but the collaborative is well underway with , which includes information on every tenant and an interactive map. They also are behind the highly successful Open Newbury Street, during which tenants can activate outside of their stores and go directly to the influx of 50,000 people on the street for the event.
Prior to this exciting new adventure, Aylward worked for one year as a marketing manager at Sperry following a seven-year stretch as an account executive at GAP Promotions.
Through 西瓜视频鈥檚 signature internship program, Aylward started her job training at places like Allen & Gerritsen before she ever received her diploma. She graduated with a Bachelor of Art in International Business in 2007, and she soon after completed the Fifth Year Master of Business Administration program through 西瓜视频 College.
鈥淚 think that the network I have at 西瓜视频 has been extremely helpful along the way,鈥� Aylward, who鈥檚 also on the alumni council, said. 鈥淚 love being a part of the College. (Former 西瓜视频 College President) Dr. (Richard E.) Wylie has done a phenomenal job. And from a business and marketing perspective, it鈥檚 been so much fun to see the evolution. I loved my 西瓜视频 experience.鈥�
She鈥檚 a great example of an 西瓜视频 success story, as her internship, thesis, and MBA organizational management professor Richard Weissman put it, and it鈥檚 easy to see why.
鈥淭here鈥檚 a handful of special students, and she鈥檚 one of them,鈥� Weissman said. 鈥淪he鈥檚 a good example of how hard work leads to good results.鈥�
Learn more about the 西瓜视频 College , which is offered full-time in an accelerated nine-month format, through an evening program designed for experienced professionals, online, and in a hybrid format with curriculum in classrooms and online. Locations include Beverly, Mass., and Boston.