Short Intro.  Hello! My name is Fernando Santana. I am a skilled tech and media enthusiast who is dedicated to learning new skills and self improvement. 

Where Have I Been? I graduated from Lehman College with a Bachelors Degree in Mass Communications and a minor in Music. Throughout the years I've worked in various positions ranging from sales to television production. Some of my rewarding experiences were working in a television studio where I worked in various roles such as a production assistant, director, and segment producer.

Where Am I Now? At the moment I am a digital marketing apprentice at COOP. Here I am learning various skills ranging from Search Engine Optimization, Paid Social, Excel, and Search Engine Marketing. In addition to learning these skills I've taken the initiative to learn how to code in HTML / CSS, Javascript, JQuery, and Bootstrap at the New York Public Library program called "Tech Connect".

Where Am I Going? In the near future I see myself working for a startup or an established agency that focuses on Digital Marketing. I'd be combining my skills in coding as well as digital marketing to create powerful and engaging campaigns that will increase the bottom line for companies or startups. In 10 years I'd like to be a part of a company that is disrupting an industry and is seen as a market leader.

3 Strengths

  • I can code in HTML / CSS.
  • I can think outside the box to come up with creative solutions.
  • I am detailed oriented

1 Learning Target

  • I'd like to be an expert in Google Ads and Facebook Ads to create high converting ads.

2 Companies I really admire and Why

        

Airbnb is a company I admire because of their ability to think outside the box when it came to getting traction. Instead of spending money on acquiring users at the beginning stages of their business they chose to use code to connect with users of Craigslist. They created a bot that automatically sent messages to users of Craigslist with a signup link to Airbnb. As a result they were able to get an influx of traffic, users, and inventory in one shot.

 

 

Dropbox-logo.jpg

Dropbox is a company I admire because of their ability to generate interest for their product with a minimum viable product. Most companies spend a vast amount of money creating a product that the market doesn't want and founders ultimately find themselves in debt. Dropbox took another approach by creating a landing page with a video explanation of a product that did not exist. If people were interested they could sign up via email and they would be notified when the product launched. Using this method Dropbox had thousands of emails in a matter of days and they created demand before the product existed.

 

 

Let me tell you about ...

Setting the stage.

During the beginning of the year I decided I wanted to learn how to code because I read how well known startups tested their business ideas with simple websites.

The beginning. 

I started searching online for coding classes online but some of them were very expensive and out of my budget. Eventually I found a HTML and CSS class the New York Public Library was offering in partnership with Codecademy and I enrolled in the 10 week course.

The middle. 

During the program I learned the fundamentals of how to build websites from scratch using HTML and CSS language. At times it was frustrating because it was a new skill I was learning. Throughout the 10 weeks I was challenged and I had to apply new techniques I had learned the week before to new coding exercises. 

The End. 

By the end of the program I went from being a complete novice to being able to look at HTML code and understand what was going on. After the completion of the program I had coded a personal site and worked in a group to create a website for a restaurant. 

Reflection. 

By taking the course I learned how important it is to adopt new skills and to keep challenging yourself. At times I didn't know the answers to some of the challenges so I had to be resourceful and find the answers myself. Instead of relying on an instructor for help I had to search online and make mistakes in order to grow and learn.