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Target Market: Who Are They, What Do They Value, and Where Are They?

In last week’s column on Super Bowl ads, I stressed the importance of providing a value proposition when you are advertising or marketing your goods and services. As a reminder, a value proposition is a promise that you make to potential customers that provides them a compelling reason why they should buy your product rather than a product from one of your competitors. Prior to developing a value proposition, you first need to understand who you are trying to sell to and what product characteristics they value. This will ensure that your value proposition will be more likely convince these buyers (your target market) to buy from you. The most effective Super Bowl ads from last week did this important work well. Once the company has a good, valuable proposition, it then needs to communicate that valuable proposition to its target market. Fortunately for companies with Super Bowl ads, just about all target markets are watching the game. However, for pretty much all other advertising and marketing, it must communicate where the target market will see or hear it. In today’s column, I will walk you through how to determine who your target market is, what they value, and finally, where to distribute your marketing messages. You are probably asking yourself, why is a guy who teaches Operations and Supply Chain Management (O&SCM) writing about Marketing? The answer is simple, really. It is the job of the O&SCM function of the company to deliver on the value proposition. So, as marketing develops its value proposition, it must confer with O&SCM to determine if the firm can deliver on that value proposition. If marketing communicates a value proposition it cannot meet, the company will likely be unsuccessful. With that in mind, let us examine the target market/value proposition development process. As a firm begins to identify its target market for a particular product, it must first determine the various potential customers who might buy that product and attempt to partition those customers into groups who value similar things. For instance, looking at the automobile market, there are some customers who value low price most, some who value performance and aesthetics most, and others who value reliability, durability, and consistency. If we are either in the automobile market or thinking about entering the automobile market, we need to find a group that values some characteristics that we think we can provide better than other market entrants. As you can see, the identification of a target market and the development of a value proposition that will appeal to that target market are done concurrently and iteratively. As noted above, the O&SCM function of the company is also brought in during these iterations to determine if the physical good can be manufactured or a service can be delivered in such a way that it can meet the value proposition. One important thing to remember is that in most cases, you are not your target market. What I mean by that is that you are often biased by your own knowledge and taste/preferences, and this may differ significantly from what your target market values. Remember that you are a unique individual whose preferences for a price point and evaluation of other characteristics might differ from your target market. Be sure to develop a value proposition that reflects the buying habits of your target market customers. Once you have developed a strong value proposition that you know your O&SCM can deliver upon, it is time to message that value proposition in places where your target market is present. As noted above, this aspect of our process is like “shooting fish in a barrel” for Super Bowl advertisers because all target markets are typically watching the Super Bowl. It is not so trivial for the rest of us. We need to understand what forms of media our target markets consume (e.g., television, radio, social media), but also, with each of these media, which applications or types of shows do they frequent. While most think social media skews young, and that is true for the most part, Facebook skews older, while Instagram, Snapchat, and TikTok skew much younger. On television, much of network television skew older, but there are shows like “Dancing with the Stars” and The “Bachelor” that do particularly well with younger women. Many mornings when I am getting ready for the day, I listen to “Augusta’s Morning News” on WGAC radio, and it is clear that my fellow listeners are primarily in my age demographic. My advice is to do your homework and find out where your target market is consuming media. All the work above is not very easy, but doing it right will lead to big returns. If you can identify who you want to target, based on what they value, and then be sure they get the marketing message that you have what they value, your business will succeed!

Discovery pinpoints potential Achilles’ Heel in HIV, opening new frontier in drug development

Scientists have long known that detecting HIV early is crucial in slowing and treating the virus. During the acute stage of infection, a single human cell can produce as many as 10,000 new HIV particles. A discovery led by the University of Delaware's Juan Perilla offers hope: A new drug target early in the virus's life cycle that could save millions of lives. In the surprising discovery, published Feb. 18 in Nature, Perilla and collaborators in the U.S. and the United Kingdom, have revealed a previously unknown role for the viral protein integrase. Scientists already knew that integrase helps HIV insert itself into human DNA. But this new study provides the first direct evidence that integrase plays a critical structural role earlier on in HIV’s life cycle — when the virus matures into an infectious force. Using high-resolution cryo-electron microscopy (cryo-EM), the research team – which also included UD doctoral student Juan S. Rey – found that integrase proteins form gluey filaments that line the inside of the capsid. Each segment of the filament slots neatly into the capsid’s hexagon-shaped tiles, while gripping tightly to HIV’s RNA genome. This zipper-like arrangement organizes and packs the virus, preparing it to hijack a cell and start making copies of itself. “Integrase plays a structural role inside the HIV capsid — nobody expected that,” Perilla said. “This protein forms filaments that anchor the RNA to the capsid. Without these filaments, the virus is non-infective.” Seeing inside HIV is no small feat. The capsid is only about 120 nanometers wide —roughly 1/800th the thickness of a human hair. It is incredibly small, fragile, densely packed and constantly changing, Perilla said. To reveal its hidden architecture, the researchers relied on deep collaboration and a combination of sophisticated microscopy, molecular modeling and experimentation. Read more about the science behind the study here. “The thing with HIV is that people are chronically living with it,” Perilla said. “Treatments are effective, but patients always need new therapeutics. We want to help develop the next generation of inhibitors and hope to have a significant contribution.” To reach Perilla directly and arrange an interview, visit his profile page. Interested reporters can also email MediaRelations@udel.edu.

Rethinking AI in the classroom: A literacy-first approach to generative technology

As schools nationwide navigate the rapid rise of generative artificial intelligence, educators are searching for guidance that goes beyond fear, hype or quick fixes. Rachel Karchmer-Klein, associate professor of literacy education at the University of Delaware, is helping lead that conversation. Her latest book, Putting AI to Work in Disciplinary Literacy: Shifting Mindsets and Guiding Classroom Instruction, offers research-based strategies for integrating AI into secondary classrooms without sacrificing critical thinking or deep learning. Here is how she is approaching the complex topic.  Q: Your new book focuses on AI in disciplinary literacy. What is the central message? Karchmer-Klein: Rather than positioning AI as a shortcut or replacement for student thinking, the book emphasizes a literacy-first approach that helps students critically evaluate, interrogate, and apply AI-generated information. This is important because schools and universities are grappling with rapid AI adoption, often without clear guidance grounded in learning theory, literacy research, or classroom practice. Q: What inspired this research? Karchmer-Klein: The book grew directly out of my work with preservice teachers, practicing educators, and school leaders who were asking practical but complex questions about AI: How do we use it responsibly? How do we prevent over-reliance? How do we teach students to question what AI produces? I also saw a gap between public conversations about AI which often focused on fear or efficiency and what teachers actually need: research-informed strategies that support deep learning. My long-standing research in digital literacies provided a natural foundation for addressing these questions. Q: What are some of the key findings from your work? Karchmer-Klein: AI is most effective when it is embedded within strong instructional design and disciplinary literacy practices, not treated as a stand-alone tool. The research and classroom examples illustrate that AI can support student learning when it is used to prompt reasoning, reveal misconceptions, provide feedback for revision, and encourage multiple perspectives. Another important development is the emphasis on teaching students to evaluate AI outputs critically by recognizing bias, inaccuracies, and limitations, rather than assuming correctness. Q: How could this work impact schools, teacher education programs and the broader public? Karchmer-Klein: For educators, this work provides concrete, evidence-based literacy strategies coupled with AI in ways that strengthen, not dilute, student thinking. For teacher education programs and school districts, it offers a research-based framework for professional development and policy conversations around AI use. More broadly, the work speaks to a public concern about how emerging technologies are shaping learning, helping to reframe AI as something that requires human judgment, ethical consideration, and strong literacy skills to use well. ABOUT RACHEL KARCHMER-KLEIN Rachel Karchmer-Klein is an associate professor in the School of Education at the University of Delaware where she teaches courses in literacy and educational technology at the undergraduate, graduate, and doctoral levels. She is a former elementary classroom teacher and reading specialist. Her research investigates relationships among literacy skills, digital tools, and teacher preparation, with particular emphasis on technology-infused instructional design. To speak with Karchmer-Klein further about AI in literacy education, critical evaluation of AI-generated content and teacher preparation in the era of generative AI, reach out to MediaRelations@udel.edu.

Need a tourism expert? Connect with Florida Atlantic today

Tourism is a cornerstone of both Florida’s and America’s economy. In Florida alone, visitor spending exceeds $100 billion annually and supports roughly one in every ten jobs statewide, making it one of the state’s largest industries. The ripple effect extends far beyond hotels and attractions, fueling restaurants, retail, transportation, construction, real estate, and public tax revenues that help fund infrastructure and services. Nationally, tourism contributes hundreds of billions to U.S. GDP each year and serves as a key indicator of consumer confidence and economic momentum. When travel demand rises or falls, it signals broader shifts in spending behavior, business investment, and workforce stability , which is why tourism remains a critical economic beat for journalists. Peter Ricci is Clinical Associate Professor & Director, Hospitality Management Programs at Florida Atlantic University. He is a hospitality industry veteran with over 20 years of managerial experience in segments including: food service, lodging, incentive travel, and destination marketing and is considered an expert in food service, lodging, incentive travel, and destination marketing. View his profile Peter offers research-based insight into visitor trends, workforce dynamics, and destination strategy. His expertise helps media connect travel patterns to economic impact, providing clear analysis of how tourism shapes Florida’s economy and influences broader industry trends across the United States. Recent media coverage: South Florida Sun Sentinel Peter Ricci, director of the hospitality and tourism management program at Florida Atlantic University’s College of Business, cited the openings of the 801-room Omni Hotel next to the county convention center in Fort Lauderdale, the revamped Pier Sixty-Six Resort nearby and a variety of high-profile events as reasons for promising visitor traffic this year. “South Florida should expect to have a relatively strong 2026 with major events in the area [PGA Tournament, Formula 1, et al] and the Southern White House of Mar-a-Lago enhancing higher average daily rates in The Palm Beaches,” he said by email. “Broward is perfectly positioned to capture demand both to its south and north and I expect that hotels and restaurants will have a good year ahead,” he added. Newsweek "The tariffs, staffing shortage, perception of it being difficult to emigrate to the USA, and any possible anti-USA sentiment all go into the 'ingredients of the soup' as I call it," Peter Ricci, Director of Florida Atlantic University's Hospitality and Tourism program, told Newsweek. South Florida Sun Sentinel This is actually a complicated process behind the scenes, said Peter Ricci, director of the hospitality and tourism management program at Florida Atlantic University in Boca Raton. “Restaurant profit margins are slim, so training and development are often not a part of the process,” he said. “Also, one must recognize that restaurant front-of-house roles are somewhat high-turnover compared to other industries. With higher turnover, there is less likelihood for development of training, knowledge of all the systems (which can lead to dissatisfaction among guests), and a ‘new face’ every time regular guests return to the venue.” The Daytona Beach News-Journal When asked if Florida is experiencing a "restaurant apocalypse," Ricci said, "I don't see that as the case. I don't see it like a disaster, but I have seen more (restaurant) closures the past six months. The reasons include operating costs that are higher than ever in an industry with low (profit) margins to begin with." "Closures are being driven by rising rent, rising costs of labor, rising costs of goods (food, glassware, supplies, cleaning services, deep cleaning surcharges, et al.), and changing consumer habits." Orlando Sentinel Peter Ricci, director of the hospitality and management program at Florida Atlantic University’s College of Business, said he has not heard of hoteliers suddenly losing foreign nationals from their staff. But it’s the confusion that is perplexing many. “I hear frustration and confusion of what changes will occur on a regular basis for owners, operators and managers,” Ricci said. “It’s more of the unknown that’s disconcerting than, ‘I’m now worried about losing workers in my hotel or restaurant.’”

Surprising finding could pave way for universal cancer vaccine

An experimental mRNA vaccine boosted the tumor-fighting effects of immunotherapy in a mouse-model study, bringing researchers one step closer to their goal of developing a universal vaccine to “wake up” the immune system against cancer. Published today in Nature Biomedical Engineering, the University of Florida study showed that like a one-two punch, pairing the test vaccine with common anticancer drugs called immune checkpoint inhibitors triggered a strong antitumor response in laboratory mice. A surprising element, researchers said, was that they achieved the promising results not by attacking a specific target protein expressed in the tumor, but by simply revving up the immune system — spurring it to respond as if fighting a virus. They did this by stimulating the expression of a protein called PD-L1 inside of tumors, making them more receptive to treatment. The research was supported by multiple federal agencies and foundations, including the National Institutes of Health. Senior author Elias Sayour, M.D., Ph.D., a UF Health pediatric oncologist and the Stop Children's Cancer/Bonnie R. Freeman Professor for Pediatric Oncology Research, said the results reveal a potential future treatment path — an alternative to surgery, radiation and chemotherapy — with broad implications for battling many types of treatment-resistant tumors. “This paper describes a very unexpected and exciting observation: that even a vaccine not specific to any particular tumor or virus — so long as it is an mRNA vaccine — could lead to tumor-specific effects,” said Sayour, principal investigator at the RNA Engineering Laboratory within UF’s Preston A. Wells Jr. Center for Brain Tumor Therapy. “This finding is a proof of concept that these vaccines potentially could be commercialized as universal cancer vaccines to sensitize the immune system against a patient’s individual tumor,” said Sayour, a McKnight Brain Institute investigator and co-leader of a program in immuno-oncology and microbiome research. Until now, there have been two main ideas in cancer-vaccine development: To find a specific target expressed in many people with cancer, or to tailor a vaccine that is specific to targets expressed within a patient's own cancer. “This study suggests a third emerging paradigm,” said Duane Mitchell, M.D., Ph.D., a co-author of the paper. “What we found is by using a vaccine designed not to target cancer specifically but rather to stimulate a strong immunologic response, we could elicit a very strong anticancer reaction. And so this has significant potential to be broadly used across cancer patients — even possibly leading us to an off-the-shelf cancer vaccine.” For more than eight years, Sayour has pioneered high-tech anticancer vaccines by combining lipid nanoparticles and mRNA. Short for messenger RNA, mRNA is found inside every cell — including tumor cells — and serves as a blueprint for protein production. This new study builds upon a breakthrough last year by Sayour’s lab: In a first-ever human clinical trial, an mRNA vaccine quickly reprogrammed the immune system to attack glioblastoma, an aggressive brain tumor with a dismal prognosis. Among the most impressive findings in the four-patient trial was how quickly the new method — which used a “specific” or personalized vaccine made using a patient’s own tumor cells — spurred a vigorous immune-system response to reject the tumor. In the latest study, Sayour’s research team adapted their technology to test a “generalized” mRNA vaccine — meaning it was not aimed at a specific virus or mutated cells of cancer but engineered simply to prompt a strong immune system response. The mRNA formulation was made similarly to the COVID-19 vaccines, rooted in similar technology, but wasn’t aimed directly at the well-known spike protein of COVID. In mouse models of melanoma, the team saw promising results in normally treatment-resistant tumors when combining the mRNA formulation with a common immunotherapy drug called a PD-1 inhibitor, a type of monoclonal antibody that attempts to “educate” the immune system that a tumor is foreign, said Sayour, a professor in UF’s Lillian S. Wells Department of Neurosurgery and the Department of Pediatrics in the UF College of Medicine. Taking the research a step further, in mouse models of skin, bone and brain cancers, the investigators found beneficial effects when testing a different mRNA formulation as a solo treatment. In some models, the tumors were eliminated entirely. Sayour and colleagues observed that using an mRNA vaccine to activate immune responses seemingly unrelated to cancer could prompt T cells that weren’t working before to actually multiply and kill the cancer if the response spurred by the vaccine is strong enough. Taken together, the study’s implications are striking, said Mitchell, who directs the UF Clinical and Translational Science Institute and co-directs UF’s Preston A. Wells Jr. Center for Brain Tumor Therapy. “It could potentially be a universal way of waking up a patient’s own immune response to cancer,” Mitchell said. “And that would be profound if generalizable to human studies.” The results, he said, show potential for a universal cancer vaccine that could activate the immune system and prime it to work in tandem with checkpoint inhibitor drugs to seize upon cancer — or in some cases, even work on its own to kill cancer. Now, the research team is working to improve current formulations and move to human clinical trials as rapidly as possible. While the experimental mRNA vaccine at this point is in early preclinical testing — in mice not humans — information about available nonrelated human clinical trials at UF Health can be viewed here.

Brian Levine, M.D., Named Chief Academic Officer and Intellectual Property Administrator

ChristianaCare announced Feb. 12 the promotion of Brian Levine, M.D., to chief academic officer, along with his appointment as intellectual property administrator. He will also continue in his role as designated institutional official. As chief academic officer and leader of ChristianaCare’s Department of Academic Affairs, Levine oversees 38 residency and fellowship programs encompassing 315 residents and fellows, along with the education and training of students across the continuum of medical education. He leads the continued growth and strengthening of ChristianaCare’s undergraduate and graduate medical education infrastructure, ensuring that ChristianaCare continues to prepare physicians to care for our community well into the future. In addition, Levine oversees physician assistant education and allied health educational programming, supporting workforce development and long-term community health needs. As the largest academic medical center between Philadelphia and Baltimore, ChristianaCare has been a hub of academic excellence for over a century. ChristianaCare is one of the largest community-based teaching hospital systems in the United States. ChristianaCare also serves as the Delaware Branch Campus for Sidney Kimmel Medical College and the Philadelphia College of Osteopathic Medicine. This unique program allows medical students to complete their third and fourth years of clinical rotations exclusively at ChristianaCare, providing a clear pathway to launch their medical careers in Delaware. Each year, 55 students participate in the Branch Campus program, with many continuing into ChristianaCare’s highly sought-after residency programs and remaining in Delaware to serve local communities. ChristianaCare is a destination of choice for medical students and residents because of its strong patient-centered culture, reputation for excellence, and diversity of clinical experiences that include urban and suburban campuses with a wide range of pathologies. In his newly expanded role as intellectual property administrator, Levine manages and enforces ChristianaCare’s intellectual property policy, ensuring fair and consistent application in alignment with applicable laws and regulations. He also leads the multidisciplinary committee responsible for guiding organizational decisions related to intellectual property valuation, commercialization strategies and revenue distribution. Levine brings deep experience in academic medicine, health system education and scholarly publishing to these responsibilities. An emergency physician, he led the development of widely used clinical reference guides published by the Emergency Medicine Residents’ Association. These pocket-sized tools — covering topics such as antibiotic stewardship, orthopedic injury management, and EKG interpretation — are used by thousands of emergency medicine residents worldwide. Levine has held leadership roles at ChristianaCare for nearly two decades. Since 2018, he has served as associate chief academic officer and designated institutional official. Previously, he was program director of the Emergency Medicine Residency program from 2012 to 2018 and associate program director from 2006 to 2012. Levine is a clinical professor of Emergency Medicine at Sidney Kimmel Medical College at Thomas Jefferson University and previously served as associate medical director for the LifeNet aeromedical transport program. He earned his medical degree from the University of Vermont Larner College of Medicine and completed his emergency medicine residency at ChristianaCare.

Psychologists introduce third path to a ‘good life’ — one full of curiosity and challenge

For centuries, scholars and scientists have defined the “good life” in one of two ways: a life that is rooted in happiness, characterized by positive emotions, or one that is centered on meaning, guided by purpose and personal fulfillment. But what if there is another, equally valuable path — one that prioritizes challenge, change and curiosity? “We found that what was missing was psychological richness — experiences that challenge you, change your perspective and satisfy your curiosity.” — Erin Westgate, Ph.D., assistant professor psychology, director of the Florida Social Cognition and Emotion Lab This third dimension, which may result in a more psychologically rich life for some, is being explored in a new study — led by University of Florida psychologist Erin Westgate, Ph.D., in collaboration with Shigehiro Oishi, Ph.D., of the University of Chicago. According to their research, some people prioritize variety, novelty and intellectually stimulating experiences, even when those experiences are difficult, unpleasant or lack clear meaning. “This idea came from the question: Why do some people feel unfulfilled even when they have happy and meaningful lives?” Westgate said. “We found that what was missing was psychological richness — experiences that challenge you, change your perspective and satisfy your curiosity.” Westgate and Oishi’s research shows that a psychologically rich life is distinct from lives defined by happiness or meaning. While happiness focuses on feeling good, and meaning is about doing good, richness is about thinking deeply and seeing the world differently. And for a significant minority of people around the world, that third path is the one they would choose — even if it means giving up happiness or meaning. A new way to think about the ‘good life’ According to Westgate and Oishi, psychological richness is defined as a life filled with diverse, perspective-changing experiences — whether these are external, such as traveling or undertaking new challenges, or internal, like absorbing powerful books or pieces of music. “A psychologically rich life can come from something as simple as reading a great novel or hearing a haunting song,” Westgate said. “It doesn’t have to be about dramatic events, but it can shift the way you see the world.” Unlike happy or meaningful experiences, rich experiences are not always pleasant or purposeful. “College is a good example. It’s not always fun, and you might not always feel a deep sense of meaning, but it changes how you think,” Westgate said. “The same goes for experiences like living through a hurricane. You wouldn’t call it happy or even meaningful, but it shakes up your perspective.” Researchers in Westgate’s lab at UF have been studying how people respond to events like hurricanes, tracking students’ emotions and reactions as storms approach. The results show that many people have viewed these challenging experiences as psychologically rich — altering how they saw the world, even if they didn’t enjoy them. The roots of the idea While the study is new, the concept has been years in the making. Westgate and Oishi first introduced the term “psychologically rich life” in 2022, building on earlier research and scale development around 2015. Their latest paper expands the idea, showing that the concept resonates with people across cultures and fills a gap in how people define well-being. “In psychology and philosophy, dating back to Aristotle, there’s been a focus on hedonic versus eudaimonic well-being — happiness versus meaning,” Westgate said. “What we’re doing is saying, there’s another path that’s just as important. And for some people, it’s the one they value most.” While many people ideally want all three — happiness, meaning and richness — there are trade-offs. Rich experiences often come at the cost of comfort or clarity. “Interesting experiences aren’t always pleasant experiences,” Westgate said. “But they’re the ones that help us grow and see the world in new ways.” Westgate hopes the study will broaden how psychologists and the public think about what it means to live well. “We’re not saying happiness and meaning aren’t important,” Westgate said. “They are. But we’re also saying don’t forget about richness. Some of the most important experiences in life are the ones that challenge us, that surprise us and that make us see the world differently.”

Parents — Stop Trying to Be Your Teen's BFF

As teenagers push for independence, many parents respond by trying to become their friends and confidants. University of Rochester psychologist Judi Smetana says blurring the line between warmth and authority can backfire. “It’s great if kids want to disclose to you,” Smetana explains. “But it would be weird for parents to talk about their private lives with their kids. When parents start revealing things about themselves, it’s slippery. Your child should not be your confidant.” Smetana, an expert in adolescent development and parent-teen relationships, emphasizes that closeness and trust are essential — but they are not the same as “friendship.” Teenagers need structure, limits, and clear boundaries as they test autonomy. When parents overshare they risk shifting roles in ways that reduce parental influence. That doesn’t mean parent-child relationships remain rigid forever. The dynamics naturally evolve as children mature into early adulthood. “Let the child take the lead,” Smetana says. “There may show a willingness to become more like friends when parents don’t have the same authority. But there will still be some boundaries.” Her research underscores that healthy parent-teen relationships balance openness with guidance. Trust grows not from collapsing boundaries, but from maintaining them with consistency and care. For reporters covering parenting and adolescent behavior, Smetana is available to discuss: • Healthy boundaries in parent-teen relationships • Oversharing and role confusion in families • Adolescent autonomy and authority • How parent-child dynamics shift in early adulthood Click her profile to connect with her.

A future in pharmacy, made possible by support and mentorship

A freshman chemistry major from Hinesville, Georgia, Geovanii Pacheco already has his sights set on a career in pharmacy. His ambition is rooted not just in a love for science, but in personal experience. Growing up, his family spent countless hours navigating prescriptions and insurance coverage for his older brother, Devin, who has autism. During those moments, one pharmacist consistently stood out. This was someone who advocated for his family, helped them through paperwork and made sure Devin got the medication he needed. “It really resonated with me,” Pacheco said. “As a pharmacist, I’d like to embody what she did for us, for others as well.” That goal brought Pacheco to Georgia Southern University where he is now supported by the National Science Foundation’s S-STEM Scholarship Program Award. This is a nearly $2 million grant designed to support Pell-eligible students pursuing degrees in biochemistry, biology, chemistry, geosciences, mathematics, physics or sustainability science. For Pacheco, the program has been nothing short of life-changing. “I can say that I’m not going to college with any financial stress,” he said. “I have no money coming out-of-pocket.” Administered through Georgia Southern’s College of Science and Mathematics, the federally funded program provides last-dollar scholarships that cover remaining costs after Pell Grants and other aid are applied. In addition to financial support, the program pairs students with dedicated faculty mentors and offers structured programming aimed at retention, professional development and long-term success. Sara Gremillion, Ph.D., professor of biology and principal investigator on the grant, said the goal is to ensure that students don’t just enroll in college, but that they also thrive once they arrive. “They may not have a strong expectation about what to expect in college,” said Gremillion. “This program not only removes financial barriers, but it also surrounds students with the support they need to navigate college and plan for their future.” Pacheco has felt that impact from day one. Thanks to the program, he moved into his residence hall a week early to attend a one-week Basebamp program to jump start his college experience. There, he met fellow scholarship recipients and connected with his faculty mentor before classes even began. His mentor, Shainaz Landge, Ph.D., associate professor of chemistry, has helped connect Pacheco with opportunities from joining the Student Affiliates of the American Chemical Society to learning about upcoming pre-pharmacy organizations and undergraduate research. “Students such as Geovanii serve as prime examples of the fulfillment derived from mentorship and teaching,” said Landge. “Their growth and engagement highlight the critical role that effective mentorship plays in fostering both academic development.” That blend of mentorship and financial support is exactly what the grant was designed to provide. Over five years, the program will serve dozens of students in eligible majors such as chemistry, biology, biomedical science, biochemistry, physics, mathematics, sustainability science and geoscience. Each student receives individualized scholarship support, up to $15,000 per year, based on need, along with a faculty mentor who stays with them throughout their undergraduate journey. For Pacheco and his family, the scholarship brought immediate relief. He vividly remembers opening the acceptance email with his mother and scrolling down to see the financial aid details. “She was tickled, let me tell you,” he said. “It lifted so much stress off her shoulders. It was life-changing.” Applications to be part of the next cohort of COSM S-STEM Scholars are open until Feb. 1, 2026. Eligibility requirements, necessary documentation and other information can be found at this webpage. Looking to know more about Georgia Southern University or the National Science Foundation’s S-STEM Scholarship Program Award? Simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.

What Makes Someone an Expert?

When you are first introduced to expertise marketing it can be hard to imagine that there are experts hiding within your organization. We tend to think of experts as a small group at the top but in reality that is just the tip of the iceberg. Across teams and departments there are people with the knowledge, skills and experience to contribute to meaningful conversations with your audiences. These individuals may not always carry the title of expert but their perspectives can help explain complex issues, contribute to research and shape the content your organization produces. When their expertise is recognized and supported it can help build trust with key audiences including media, industry partners and prospective clients. The challenge many organizations face is knowing how to assess expertise in the first place. To identify these hidden experts and understand the role they can play in an expertise marketing program it helps to start with a simple question. What actually makes someone an expert? The 7 Attributes of Expertise By definition an expert is someone with comprehensive or authoritative knowledge in a particular area of study. While formal education and certifications can be important starting points many fields do not have a clear set of criteria that determines expertise. In practice expertise develops through a combination of training, research, professional experience and real-world application. It is also shaped by the level of trust and recognition someone has earned within their profession or community. When evaluating expertise across your organization it is important to consider the different roles people can play. Many individuals have invested years developing deep knowledge in their fields but not everyone is interested in speaking at conferences or appearing in the media. That does not reduce the value of their expertise. Many contribute through research, insights and content development that support broader visibility for the organization. Here are several attributes that help define expertise and the roles people can play within an expertise marketing strategy. Authority: Has a reputation with an audience as a trusted source of insight and perspective. Advocate: Demonstrates a commitment to advancing a professional community or area of practice. Educator: Teaches and inspires others through lectures, presentations or classroom instruction. Author: Develops articles, commentary or thought leadership that expands their reach and influence. Researcher: Generates new insights through research, analysis or field work. Practitioner: Applies specialized knowledge in a professional setting by delivering services or solutions. Graduate: Has formal education or professional training that demonstrates proficiency in a subject area. Understanding these attributes helps organizations see that expertise exists across many roles. Once those individuals are identified the next step is determining how their expertise can contribute to broader visibility and engagement.   The 4 Levels of Expertise Understanding how to promote expertise is an emerging discipline for many organizations. Unlike traditional career paths expertise does not always follow a predictable hierarchy. When we consider which experts are most visible to audiences it becomes clear that visibility is not always tied to seniority or authority within an organization. Professionals at many stages of their careers are now sharing insights through social networks, industry publications and personal platforms. This means that a senior researcher with decades of experience and a younger professional actively sharing insights online could have a similar level of visibility. Because visibility is influenced by personal motivation and interest in public engagement many organizations recognize the need to better identify and support experts across their teams. Doing so helps ensure that valuable knowledge is not overlooked and that more voices can contribute to meaningful conversations. The framework below can help organizations take inventory of their expertise and develop a path for individuals who are interested in contributing content and building visibility with key audiences. Now that we’ve provided a broader picture of what expertise looks like, it’s time for you to ask, “How does my organization stack up?”   Bench Strength: Taking Stock of Expertise Across Your Organization Expertise is in high demand. Audiences are looking for credible voices who can provide context and insight on complex issues. For organizations, this means it is critical to understand how their collective expertise can be channeled into meaningful conversations with their audiences. As you review the attributes and levels of expertise outlined above you may begin to recognize individuals within your organization who have valuable knowledge but may not have been considered visible experts before. Identifying these individuals is an important first step but recognition alone is not enough. Mobilizing expertise marketing requires support and investment from leadership across the organization. Senior leaders will want to understand the value of elevating internal expertise and how it contributes to reputation, visibility and opportunity. The organizations that succeed are those that recognize expertise as a strategic asset and take deliberate steps to surface it, support it and share it with the audiences who are actively searching for it. The Complete Guide to Expertise Marketing For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download an industry-focussed copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy