WRIT107P Final Project
UCSB course on the analysis and practice of writing in the field of public relations with focus on the news release, web copy, brochures, media kits, and newsletters. Our final project consisted of picking a client company for which to serve as mock Public Relations Officer, building a mock website, and writing articles using PR techniques.
Meet Tillys' Marketing Master: Krystofer Glover
Nestled in his Orange County home office, the back wall dotted with children’s paintings and an exercise bike stationed in the corner, Krystofer Glover launches the video call, ready to discuss his experiences, professional and personal, in the marketing realm.
Glover, who’s worked previously with major brands such as Adidas, Microsoft, REI, and Intuit, currently serves as Tillys’ Head of Marketing, having joined the company in September of 2020. Glover’s diverse employment history, which includes work as a banker and a mechanic, epitomizes the jack-of-all-trades persona.
“I will say those experiences [in banking and mechanics] taught me a lot of really interesting things,” says Glover. “The banking was a lot of person-to-person interaction around a really sensitive topic, which is money. And now, as a marketing professional, that still [influences] me in really remembering how what I do actually impacts people and how they perceive the brand.”
Glover’s wide range of skills and interests extends outside of the office. In his free time, the marketing executive enjoys brewing kombucha, mountain biking, hiking, snowboarding, and hanging out at the beach. Glover is, in essence, the kind of individual Tillys caters to: active, adventurous, and multifaceted.
When asked what attracted him to the Tillys brand, Glover answers simply: “Youth.” With Tillys’ target demographic ranging from roughly 12 to 22, the demand for up-to-date marketing strategies and trendiness is ever-growing. “I love that our core audience for Tillys is really young…It forces us to try to stay relevant.”
As for his work, Glover remarks that every day brings new projects. Once the cameras stop flashing and the photoshoots are over, it’s Glover’s job to market products to the Tillys audience. “All the website content that you see, all the emails from Tillys, [and] all the organic social content that’s coming out…Windows, in-store signage…all of that wraps underneath my team.”
Having graduated with a degree in math from Pacific University, Glover’s journey to Tillys wasn’t always clear-cut; he switched career paths multiple times along the way. In the final moments of the interview, Glover has a few words for those who aren’t quite sure where life is taking them.
“I went into college thinking I was going to be studying physical therapy, [and] I came out with a degree in math,” Glover jokes. “I think the big takeaway is choosing to not look at any sort of change as failure, but trying to think about change as this accumulation of experience. I don’t do a lot of mechanic work anymore, [and] the idea that I can still break down problems and understand systems doesn’t sound like it connects to the person running marketing for Tillys, but it does.”
Glover and his dog at the beach. Courtesy of Glover’s about.me page.
Tillys to Host Fundraiser With Top Surf & Skate Brands for Youth Empowerment
Leading retailer to hold exclusive event to raise money for non-profit Tilly’s Life Center
IRVINE, Calif. – July 10, 2021 – Known for its laidback, beachy clothing and surf & skate apparel, retailer Tillys has collaborated with top brands Billabong, RVCA, and Volcom to host an evening of entertainment featuring meets and greets with surfer Kelly Slater and professional skateboarder Ryan Sheckler, live music courtesy of FIDLAR, and a variety of food trucks on site at [AV] Irvine. 100% of ticket sales will go to Tilly's Life Center, a not-for-profit program which works to educate youths on important life skills and encourages them to pursue their dreams.
“We’re beyond excited to announce our partnership with Billabong, RVCA and Volcom in planning a fun-filled evening for a great cause,” says Krystofer Glover, Head of Marketing at Tillys. “Tilly’s Life Center is our way of giving back to the community, and in doing so, we can provide guidance and resources for teens that may not have them otherwise.”
Established by Tillys co-founder and company namesake Tilly Levine in 2012, Tilly’s Life Center (TLC) is a 501(c)(3) nonprofit foundation focused on encouraging, educating, and empowering teens and young adults. Staffers at Tilly’s Life Center work to prepare youths for challenging situations and foster resiliency in the face of adversity, providing free classes in order to create a space where they can safely express their emotions and cope with crisis. Course topics include body image, drugs & alcohol, bullying, and more, and are taught with the ultimate goal of building confidence and core values that will last a lifetime.
The Tilly’s Life Center fundraiser will take place at venue [AV] Irvine, located at 16500 Scientific Way, Irvine, CA, on July 10, 2021, from 6:00-10:00 P.M. Attendees are required to wear masks and practice social distancing when possible. Free drinks will be available for those 21 and up.
About Tillys
Founded in 1982 in sunny Orange County, California, Tillys is the go-to retailer for trendy beachwear, surf and skateboard apparel, casual clothing, and up-to-date styles. Carrying more than 100 brands, Tillys strives to provide young people with a wide variety of both popular and up-and-coming labels grounded in a social and active lifestyle. In its thirty-ninth year of existence, Tillys remains a leading specialty retailer catering to young men, women, boys and girls looking for fashionable yet comfortable attire reminiscent of a day at the beach. To learn more about Tillys and the Tilly’s Life Center, go to http://www.tillys.com.
“[AV] Irvine.” Courtesy of Amusements and Parks.
Tillys Cares: An Exclusive Look Into the Tilly's Life Center
Hordes of students cram the narrow high school hallway, hastily stuffing their backpacks in the hopes of avoiding the late bell. The clang of lockers slamming shut echoes through the corridor, as freshmen and seniors alike hurry to their final classes for the day. Among the hustle and bustle of the high school afternoon rush is junior Aiden Walker, who, like those around him, picks up his pace out of both fear of detention and excitement for the school day to end. After all, today is Aiden’s “I Am Me” afterschool program, to which he looks forward every week: 90 minutes in which he can speak openly and interact with other students experiencing similar struggles. Provided by the Tilly’s Life Center foundation, “I Am Me” has helped nearly 2,000 Southern California teens just like Aiden to establish a strong sense of self, as well as develop life skills necessary for a lifetime of mental, physical, and emotional health.
Established by Tillys cofounder and company namesake Tilly Levine in 2012, Tilly’s Life Center (TLC) is a 501(c)(3) nonprofit foundation focused on encouraging, educating, and empowering teens and young adults. Staffers at Tilly’s Life Center work to prepare youths for challenging situations and foster resiliency in the face of adversity, providing free classes in settings such as Aiden’s afterschool program in order to create a space where they can safely express their emotions and cope with crisis. Course topics include body image, drugs & alcohol, bullying, and more, and are taught with the ultimate goal of building confidence and core values that will last a lifetime.
School finally over for the day, Aiden heads into the designated classroom, eager to learn about this week’s topic: stress. With midterms and college apps coming up, he knows stress management will be a valuable tool in maintaining his sanity. He is greeted at the door by lead facilitator Wannessa Badger, who briefly checks in with him on what’s been going on at school and at home. Wannessa, who majored in Child Development and Family Studies at California State University, Long Beach, specializes in working with teenagers on their struggles with family and home life. “Having been a teenager myself, I know what it’s like to struggle with all the physical and emotional changes that come with adolescence,” says Wannessa. “By helping teens build the necessary life skills and confidence to succeed in their pursuits, I hope to make their lives a little easier as they come to terms with who they are and what they want to do in life.”
Programs such as TLC’s “I Am Me” are crucial in monitoring and maintaining teen mental health during the biological and emotional adjustments characteristic of adolescence. According to UNICEF, self-harm is one of the top causes of death for adolescents aged 15-19. The burden is even more pronounced for teens experiencing difficulties at home or at school, as is highlighted by school retention rates. A second report by Education Data estimates that in 2017, U.S. high school dropout rates totaled 4.7% -- that’s approximately 989,350 students. An even grimmer statistic from Statista estimates that in 2019 alone, there were 95,638 reported cases of child abuse against teens and young adults aged 14-21. With these factors in mind, it’s clear that virtual and afterschool programs like those provided by Tilly’s Life Center are necessary for all teens, but especially those dealing with issues that may not be easily identifiable in a typical classroom setting. In addition to “I Am Me,” Tilly’s Life Center offers a free virtual social and emotional learning (SEL) program, available to teens and young adults aged 13-28, a range that encapsulates that of the prime adolescent years. A third program, “I Am Healthy,” focuses on establishing healthy habits to promote both physical and mental health.
Since its foundation, Tilly’s Life Center has partnered with a multitude of corporations in its mission to educate and encourage young teens – companies such as Trader Joe’s, Taco Bell, Smart & Final, and Gorjana are just a few of many. TLC holds a number of fundraising events throughout the year in cooperation with these affiliates, hosting activities such as golfing tournaments, fishing competitions, music festivals, and more. Aside from corporate partnerships, TLC relies on the generous donations of Tillys customers and other parties.
If you are looking to bring TLC courses to your school or add your company to the growing list of TLC partners, go to https://tillyslifecenter.org/get-started/. For donations, please visit https://tillyslifecenter.org/donate/.
Teenagers gather together at a TLC program. Courtesy of Tilly’s Life Center.