PRISM Alumni Spotlight: Laura Raives

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About Laura Raives

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Meet one of PRISM’s earliest members and fellow Virginia Tech alumni, Laura Raives, a marketing maven dominating the industry. Laura graduated from Virginia Tech’s School of Communications in 2012. Throughout her career, she has worked at Ogilvy and Initiative and now serves as an Account Manager at Capital One.

Discovering a Passion for Marketing

Whatever it is, the way you tell your story online can make all the difference.

At Virginia Tech, Laura took marketing courses out of curiosity. She became intrigued by the field after being exposed to Donna Wertalik’s real-world approach to the subject, an experience that solidified her desire to pursue a career in marketing.

“What drew me in was the creativity that Marketing can lend in solving a business problem, solving a customer challenge, or making something innovative that really changes the game.”

A Look into Laura’s Professional Journey

Whatever it is, the way you tell your story online can make all the difference.

At Capital One, Laura focuses on representing the brand, identifying customer needs, and shaping the brand identity of products. Her day-to-day responsibilities include analyzing key insights from reports and refining live and pre-launch campaigns. One of her team’s exciting upcoming projects is a new credit card launch, where they aim to create a brand identity that resonates with current customer needs.

Laura finds value in collaborating with innovative people and brands, building professional relationships, and achieving success through those connections. Her career has included opportunities to work with top executives, brand celebrities such as Jessica Alba, and industry leaders like Amazon and Walmart.

A surprising aspect of marketing Laura has discovered is its ever-evolving nature and the constant shifts in roles and responsibilities.

“One thing is for certain, and that is nothing is certain. Roles will always change...The aspects of your role will always change, grow, and shift. There will be new expectations and demands.”

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Reflecting on the early days of PRISM, Laura notes how the organization aligned its growth with the rise of social media marketing.

“When we started PRISM, social media was just taking off. It was a huge bet to say that social media was going to be really big, but think of how huge it is today.” In November 2024, PRISM was able to visit Laura in person and gain some more insight into what a day in her life looks like working for the industry titan,

Insight for Students

Laura advises students to learn how to present themselves and their values while consistently challenging themselves. She emphasizes the importance of building confidence to stand out and make a strong impression with clients, executives, and stakeholders.

Laura’s journey—from founding PRISM to leading brand strategy at Capital One—showcases the power of adaptability, creativity, and drive. Her success inspires students to embrace challenges and pursue growth and innovation in their own careers.

PRISM visits with Laura Raives at Capital One Headquarters in November 2024 (McLean, VA).

PRISM Takes on D.C. 2024

Last month, our PRISMites spent an amazing and productive three days in Washington, D.C. visiting powerhouse companies and making strides in several industries. PRISM visited Capital One, Accenture Federal Services, AKQA, and Amazon Web Services. This trip was not just an eventful excursion but an invaluable opportunity for our PRISMites to engage with some of the industry's leading companies and see the power of the PRISM Alumni Network in motion.

DAY ONE

After a chilly few hours spent waiting at the Amtrak Train Station only to learn that the train had been derailed, PRISM quickly pivoted and drove four hours to Washington D.C. Members spent the afternoon shopping in Georgetown and familiarizing themselves with the area ahead of the dinner with some amazing PRISM D.C. Alumni! At this dinner, PRISM connected with over fifteen outstanding alumni, all working in diverse industries and career paths at places like Deloitte, Booz Allen Hamilton, and so many more! It was so inspiring to hear from the alumni in how PRISM played a pivotal role with their professional growth and success. Members gained valuable insights into the variety of opportunities that are available post-graduation. PRISM then ended the evening with meaningful conversations and formed long-lasting connections.

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DAY TWO

On the second day, PRISM visited numerous powerhouse companies, first of which was Accenture! It was inspiring to see their company culture and how much emphasis they place on fostering collaboration, ensuring a strong sense of teamwork and mutual respect. PRISM also made some connections with new and familiar faces at Accenture: Maria Wallace, Senior Manager of Learning and Leadership Development; Ana Nosal, Strategy and Consulting Manager; Anna Sherrod, Strategy and Consulting Analyst; Caroline Keys, Strategy and Consulting Analyst and also got a special visit from Managing Director of Marketing & Communications, Pamela Merritt! Some of the key takeaways PRISM gained from the Accenture visit was to take the time to find a role that fits you best and to accept trial and error as part of the process. Lastly, PRISM learned that one does not need to know everything; that’s what makes the process so authentic and unique. To close out Accenture, here’s an inspiring quote from Senior Manager of Lead Onboarding, Integration & Learning, Maria Wallace - “PRISM gave me real world experience working on a cross disciplinary team to deliver value to clients. The opportunities being part of the organization provided enabled me to not just get a job after graduating, but begin a purpose-focused career that aligns to my values. I gained an understanding of myself through the mentors and mentees that I met through PRISM- relationships that will span my career. I gained confidence, awareness, and technical skills that I still use today.”

That same day, PRISM also visited powerhouse company Capital One. The vision of Capital One is "We dare to dream, deliver, and disrupt a better way." This was very evident in their company culture as employees are encouraged to explore and try out different roles within the organization, promoting professional development and allowing them to find their ideal career path. PRISM was so excited to see former PRISMites and alumni, Marketing Manager, Laura Raives, and Business Analyst, Claudine Luo! During the visit with Capital One, PRISMites witnessed an exciting Walmart Case Study that taught them how to adapt to losses and turn them into opportunities. Overall, a fantastic time was had and PRISM is so grateful to the Capital One alumni for hosting PRISM!

Continuing into the eventful second day, PRISM also had the exciting opportunity to visit Amazon Web Services, hosted by incredible PRAAC member and Associate Account Executive, Savannah Meredith! Members toured around the beautiful office space and the Amazon team treated them to swag bags with AWS-branded merchandise. An intriguing lesson PRISM learned is that Amazon is an in-person work environment, with collaboration being at the heart of the company’s core. Employees work closely together on a daily basis to challenge themselves and achieve shared goals in a modern and creative style. A key takeaway from visiting Amazon is that there is always room to grow upward in a community, so never shy away from opportunities!

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DAY THREE

Last but certainly not least, PRISMites were able to visit AKQA! The work style at AKQA was brilliant, with employees at all levels having the opportunity to work closely with senior leaders, fostering mentorship, open communication, and a collaborative approach to problem-solving. It was remarkable to see PRISM alumni and Associate Strategy Director, Blair Purdy, who hosted the visit and provided a tour of the office space. Another thing PRISMites learned was that employees go into the office every Tuesday for in-person collaboration, which enforces their sense of community and team spirit. Blair led the PRISMites through the Aeromexico design process of collaborating with stakeholders and creating a user experience from scratch. The entire process emphasized the importance of paying close attention to detail and how to manage quick turnaround times. Overall, it was a fantastic visit!

Overall, the trip to Washington, D.C. was an amazing and insightful experience, allowing for a sneak peek into the professional world by learning from some of PRISM’s fantastic alumni. The PRISMites dove into each company's culture and gained some invaluable career opportunities, all while bonding during the trip and creating lasting memories that will last a lifetime. Most importantly, members learned that one’s career journey is never linear…keep going! 

Here’s a quote from one of PRISM’s own analysts, Reem Ahmed on her experience: “The PRISM DC trip was incredibly insightful and inspiring. Seeing how different companies balance work and personal life gave me a new perspective on what I want in my own career. Talking to alumni at dinner and then meeting them again at their workplaces showed me how PRISM opened doors for them, created opportunities, and taught lessons they still use daily. It motivates and excites me to apply those same lessons to my own growth and future.” Stay tuned for the next excursion; all the best PRISM Family!

Lifting Loved Ones with Lucia

PRISM is ecstatic to announce that their very own Lucia Fang is running for Homecoming Court, representing her campaign, Lifting Loved Ones with Lucia. Lucia is not only a driven and outstanding student but also a passionate advocate for her campaign that aims to support the families, friends, and loved ones of people with substance use disorders. All of her funding will go directly to the Virginia Tech Recovery Community.

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Lucia’s dedication to this cause is truly inspiring, and we’re so excited to support her through this entire journey while shedding light on an important issue that tends to go unspoken. PRISM fully supports her campaign and her mission to make a positive impact on the Virginia Tech community. We encourage everyone to learn more about Lucia’s platform and engage with her on social media and at her various booths throughout campus. Together, we can make a difference and show our solidarity with those affected by substance use disorders. Join us in cheering on Lucia Fang for Homecoming!

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PRISM takes LA: Official Itinerary

PRISM takes LA: Official Itinerary 

This past October, the PRISM Executive team along with PRISM founder and advisor Donna Wertalik flew to sunny Los Angeles, California for the Fall 2022 Digital Marketing Summit. As part of PRISM’s annual executive team trip, Abby Stewart, Anna Sherod, and Mary O’Kane spent the week in L.A. networking with PRISM alumni, attending the summit, and visiting Paramount Studios. The jam-packed 2-day conference included master classes, break-out sessions, and several participating vendors displaying technological innovations within marketing. It's safe to say PRISM was busy in L.A., and we're here to share their exclusive experience with you

Day 1

During the first day of the Digital Marketing Summit, distinguished speakers Jenny Haggard, a creative strategist at Spotify, and Erika Kurts, the head of social intelligence and operations at Twitter, spoke about the significance of utilizing sound to fuel marketing and implementing social listening to optimize marketing content.  The PRISM executive team listened in on the topics of advanced storytelling, building creative habits, data-driven social content, and amplifying equitable brand messaging. After day one, the PRISM executive team learned how to enrich PRISM’s social media strategy and how to amplify its brand message with an engrossing story. 

Day 2

On the second day of the conference, speakers focused on critical subjects such as post-pandemic marketing, the metaverse, migrating to Google Analytics 4 (GA4), brand voice, and 2023 marketing strategies. Janet Driscoll Miller, the president and CEO of Marketing Mojo, spoke in depth about GA4, which allows for complex conversations and accurate targeting through online and offline touchpoints. During these meetings, PRISM learned valuable insights such as how to move our brand into Web 3.0 and how PRISM can excel in a world of ever-changing and growing technology. 

Overall, PRISM left the Digital Marketing Summit inspired to implement these key takeaways into its future marketing strategies: focusing on building PRISM’s brand voice to let people know the true values of PRISM. 

With a look to the future, PRISM is certain the Metaverse, the up-and-coming virtual-reality space will be its next major marketing venture. PRISM also understands the importance of data, creativity, and content accessibility.  Data is key to understanding a brand, and to always looking at and utilizing our analytics team. Creativity is a vital component of a successful marketing campaign and what can we do to be a creative organization that makes our voice stand out against a crowd? Finally, content accessibility and equitable branding must be implemented into brand strategy and how we can constantly strive to do so.

PRISM was grateful to hear from such influential industry professionals and looks forward to implementing these techniques within the organization. PRISM is thrilled to travel more this school year in an effort to continue connecting with notable members of the marketing community and expand into an all-star organization.