Heading into his final year at 91传媒在线, Integrated Marketing and Communications major Joseph Mario Micale already has a full-time job waiting for him at a local company鈥攈is own. In April 2017, Mario officially launched Narrative Digital Media with the goal of authentically sharing companies鈥� stories.
鈥淚t was initially video production, but there are so many video production companies out there, even in the Akron area, and, really, anyone can shoot a video on their phone. What we like to do, and what I鈥檓 trying to differentiate, is we like to let the customer experience businesses鈥� products or service… we try to incorporate a story. Ads can be gimmicky, ads can be tone deaf, so we try to make it so if people are just scrolling through their timelines on social media, something will grab their attention and they鈥檒l be intrigued by it. Hopefully, if they鈥檙e able to really experience a product or service, they鈥檒l like it, and not only like it, but share it and engage with it.鈥�
Already, Mario has worked with several prominent organizations, including The City of Akron, The Love Akron Network, and the Devil Strip. 鈥淚 started work for [the business] in 2016, but it was launched April 21, 2017. That鈥檚 when I went public, told people about it, launched the website, and things like that. I was doing work for people in 2016 so I would have something to show. It was all free, but awesome pieces were made. There are some cool people in the community, in the business world, so it鈥檚 been fun and a great experience.鈥�
While many students would be content to relax over their summer vacation, Mario sees the break as an opportunity to grow his business. 鈥淸My company] has been a lot to manage. I鈥檝e taken 19 credit hours over the past two years, so I鈥檝e just been consumed by work鈥ver the summer it鈥檚 been nice because I can just focus on the business, focus on developing that.鈥�
A passion for Akron
Balancing such a load hasn鈥檛 always been easy, but the people and resources available at The College of Business Administration helped to make it a little lighter. 鈥淭he classes and faculty are amazing… The faculty, just in the College of Business, have been so awesome! They鈥檝e answered so many questions, just beyond the classroom… I actually have a lot of faculty phone numbers!鈥�
As he speaks about his work, Mario鈥檚 passion for his business, University, and the city which both call home, is apparent. 鈥淚 want to separate that stigma of 鈥極h, it鈥檚 just Akron.鈥� A lot of people think it鈥檚 just a Rust-Belt city, it鈥檚 on the decline, but it鈥檚 really not… Until that stigma is gone, I want to do work for this area; It raised me. I think there鈥檚 so much potential and talent right here and whatever I can give back to it and help Akron grow, I鈥檓 super happy to do.鈥�
Over the next few months, Mario will meet with companies throughout Northeast Ohio to help tell their story. 鈥淭he goal is to build contracted relationships for 1-5 years鈥� Over the summer, I鈥檓 trying to approach apartment complexes, hospitals, and sell my services to them while I have time, and hopefully get my foot in the door in that market.鈥� Part of Mario鈥檚 strategy involves the growing medium of the 360 video. 鈥�360 videos are super new, you only rarely see them, but it鈥檚 growing into augmented reality, virtual reality, so that鈥檚 another differentiator I鈥檓 trying to go to. Not just videos, but experiences that tell stories. I鈥檓 super excited.鈥�
In addition to recruiting new clients, Mario will be working with several established companies throughout the summer. 鈥淚鈥檓 working with Put-In-Bay to do a promotional video for Lake Erie Shores and Islands, which include areas such as Cedar Point, Put-In-Bay, Kelley鈥檚 Island, etc鈥� So, this summer is a mix of bigger budget promotional videos and smaller, contracted services to where I鈥檓 not making a ton of money per project, but I鈥檓 making a lot of them. I鈥檓 building relationships that will develop over time…鈥�
An Unexpected Journey
Though you wouldn鈥檛 guess it now, Mario didn鈥檛 always plan on going into business. 鈥淚f two years ago, or even a year ago, you would have said I鈥檇 be running my own business, I would have said, 鈥楴o way! There鈥檚 literally no way!鈥� The biggest thing I鈥檝e learned through this whole experience is never underestimate what an experience will give you...I鈥檓 always keeping my options open, I鈥檓 always willing to explore and take time to learn new things, because you never know what鈥檚 going to happen!鈥�
As a senior at Archbishop Hoban High School, Mario hoped to go into video production. 鈥淚 did a lot of video work when I was in high school and I was looking around at colleges鈥 met with the director of ZTV and we talked about goals and what I wanted to do鈥� It was the best fit for me at the time.鈥�
Within Mario鈥檚 first year as a video production major, the director with whom he had originally connected left 91传媒在线 to pursue different opportunities. Mario decided to explore new opportunities, as well. Still unsure of what he planned to do post-graduation, Mario landed on business, making the move into Integrated Marketing and Communications. 鈥淚 really liked business, I really enjoyed it鈥 liked talking to people, so I thought a business degree would help me a lot in whatever I wanted to do鈥 transferred to the College of Business, and it鈥檚 been great ever since!鈥�
Diving into his new major with both feet, Mario took on additional credits and joined several student organizations, including ZTV, University Ambassadors, New Roo Weekend, the American Marketing Association, and Phi Sigma Kappa, a group of which he leads as a Co-Founder. 鈥淲e started with about 10 guys and we鈥檙e now up to about 30. There are people from all different majors. It鈥檚 been great leadership experience.鈥� He also works part time in the CBA鈥檚 Department of Marketing.
So how did a video production major turned Integrated Marketing Communication major end up in the world of entrepreneurship? Almost by accident. 鈥淚 was introduced to [Kevin Smith, the Director of the CBA Institute for Leadership Advancement] through the Jamaica leadership trip,鈥� Mario shared. 鈥淭hey were like, 鈥楬ey, we need someone to go on this trip and make a video, do you want to go?鈥欌�nd I said yes. If it wasn鈥檛 for that, I would have never met up with Kevin.鈥�
This meeting led to the eventual founding of Narrative Digital Media. 鈥淜evin said, 鈥楬ey, why don鈥檛 we talk about developing a business? What do you plan to do after school?鈥� We talked for a year and that developed into this business and then I鈥檝e just made videos for people here and there鈥t鈥檚 ended up paying off in the end and I鈥檝e gotten business referrals from them, so you just never know where things are going to take you…鈥�
At this point, Narrative Digital Media is a small company. 鈥淟ooking for clients, thinking of what we should do, making the content, writing the scripts, setting up filming logistics, saying 鈥楾hese people need to be here to film that鈥�, I do nearly all of it 鈥t鈥檚 really cool. I like being busy and I鈥檓 learning so many skills.鈥�
Looking Ahead
When asked how he feels about leaving the nest of the University in one short semester, Mario expressed a bit of sadness, but more excitement. 鈥淚鈥檓 really excited for it. I鈥檝e learned so much here, I鈥檝e developed great networks, I鈥檝e talked with people, I鈥檝e developed great skills, so after I graduate, I can dive into this full time. I鈥檓 super excited to get out there, sell my services, market myself... I鈥檓 really looking forward to growing.鈥�
We will be following and sharing Mario鈥檚 experiences throughout the summer. Be sure to follow us on Facebook, Twitter, and Instagram to keep up with Mario鈥檚 adventures!
You can learn more about Mario鈥檚 business, Narrative Digital Media at
