USC graduate begins on-line advertising company amid the pandemic

Mini Dreamers, one in every of icepop’s shoppers, is an internet kids’s clothes retailer based by a USC alumna in 2016. Banafsheha has been serving to the corporate out for practically three years, however took on an official function as soon as icepop was based final yr. (Cari Spencer/Day by day Trojan)

When the pandemic hit and plenty of companies moved on-line to mitigate the lack of in-person clientele, USC alumnus Jordan Banafsheha knew it was time to begin the internet marketing company he had dreamed about. Regardless of the negatives of the brand new pandemic world, he stated he was supplied with a stunning alternative: a distinct segment for entrepreneurship. 

Icepop, a advertising and promoting firm situated in Los Angeles based by Banafsheha in Might, helps corporations develop their on-line presence.

After commencement, Banafsheha spent a number of years working for corporations akin to Tinder and later shaped a part of the co-founding crew for social procuring platform Verishop. Receiving an overflow of messages from individuals who have been referred to Banafsheha for assist with creating an internet platform, he determined to go away Verishop to deal with creating his company full time.

With a tagline of “Develop Proper,” icepop seems to assist corporations authentically improve their web presence, Banafsheha stated. This progress is achieved in a means that’s personalised to every consumer, opposite to what he stated many would possibly imagine about advertising. 

“Lots of people wish to assume that promoting is a playbook, and we simply observe the identical playbook for each account. It’s positively not like that,” Banafsheha stated. “Each firm has a distinct quantity of knowledge, has a distinct model voice, has a distinct buyer group that they’re going after. Each consumer we tackle, it’s sort of like ‘Is that this the correct match for us?’ ‘Do we expect we are able to ship?’ ‘Do we expect that we are able to craft a narrative that’s distinctive to them?’”

Icepop focuses on promoting by means of three fundamental areas: paid social promoting, paid search promoting and natural search listings. 

In paid social promoting, icepop markets consumer advertisements by means of social media platforms, together with Instagram, Fb, TikTok and Snapchat. Its different two providers contain Google and Bing, with paid search promoting, displaying advertisements on the prime of search engine outcomes and bettering natural search, permitting the corporate’s web page to naturally seem increased on search engine outcomes primarily based on the relevancy to somebody’s search. 

Icepop has a spread of shoppers together with Madhappy, a streetwear way of life model primarily based in Los Angeles, and Euka, a wellness model that has employed different large advertising businesses like 72andSunny, Banfasheha stated. 

“Simply being on the desk with most of these corporations at such an early stage of our firm is actually cool,” Banafsheha stated. 

One other one in every of icepop’s shoppers is Mini Dreamers — a “one-stop store” for all the trendiest clothes for infants and children — based by Melody Nabati, a 2008 alumna, in 2016. Though she felt she had adequate sources to make Mini Dreamers profitable and acquired loads of optimistic responses from the neighborhood when she first opened her enterprise, Nabati stated she wanted assist with rising Mini Dreamer’s on-line visibility.

Mini Dreamers, a present consumer of icepop who labored with Banafsheha for practically three years earlier than icepop’s official begin, has grown virtually 4 instances from what it was earlier than, Nabati stated. 

“I’m actually proud of the quantity, the time, the dedication, [Banafsheha’s] dedication to our enterprise,” Nabati stated. “He’s actually educated about what he does. And it’s been such a fantastic asset to the corporate, particularly throughout COVID.”

Garrette Wann, a contract employee for icepop, is immediately concerned within the artistic side for the corporate — serving to create media and movies for shoppers. Collectively, Wann and Banafsheha produce and market movies that generate income for shoppers. Working for icepop for practically a yr, Wann stated he persistently sees icepop reside as much as their consumer’s advertising objectives. 

“It’s a extremely good firm,” Wann stated. “I like working with them. They do actually good by their shoppers, they usually be sure you know what they’re going to do.”

Though the company continues to be in its starting years, Banafsheha stated he hopes it turns into one in every of L.A.’s prime promoting businesses throughout the subsequent 5 years. Banafsheha additionally stated, as icepop works with extra companies, he seems to department the corporate’s providers into investing and operating efficiency markets. 

Banafsheha stated a number of the companies who come to icepop have requested him to put money into or advise their firm — an space he’s open to as icepop grows. 

“As our enterprise grows and we develop into greater, I might love for us to have a really good portfolio of manufacturers that we additionally put money into and run their efficiency advertising,” Banafsheha stated. “We’re greater than only a service to them. We’re additionally a accomplice to them.”

Banafsheha stated he had a group of experiences at USC that helped contribute to his resolution to create icepop, together with an internship by means of USC TAMID, a corporation that gives business-minded college students with hands-on consulting and investing. 

For Banafsheha’s internship he traveled to Israel the place he realized about Fb promoting and paid internet marketing. 

“If it wasn’t for that have, I most likely wouldn’t have realized methods to do loads of these things I do now,” Banafsheha stated. 

The USC Blackstone Launchpad Group additionally helped Banafsheha develop his community and connections. Because of his success with icepop and entrepreneurial expertise, Banafsheha has given speeches about his background and firm for entrepreneurship courses every semester since he graduated, permitting him to additional join with the USC neighborhood. 

Banafsheha stated Anthony Borquez, one of many professors who usually has him as a category visitor, is a superb mentor and has been in a position to introduce him to many college students who’ve helped join him with individuals who want icepop’s providers. 

The relevance of media and advertising to trendy society, in addition to the present world pandemic, has created an surroundings that Banafsheha stated he believes has allowed him to create a profitable company, benefiting each the publicity and success of all of his shoppers. 

“If it wasn’t for the pandemic, I don’t know if I might have began my company this rapidly; I may need waited one other yr or two,” Banafsheha stated. “However as a result of so many companies have been on the lookout for individuals to assist them promote on Fb and arrange their Shopify and all these issues, the demand was so large that it principally helped me make that call quicker.” 

Trying ahead, Banafsheha stated he hopes to rent USC college students as staff and interns. Not solely does Banafsheha foresee his company’s rising success within the close to future, however he encourages USC college students to achieve out and harness their very own desires of entrepreneurship as properly.

“I would like us to be, if not one of the best, one of many prime three businesses in Los Angeles,” Banafsheha stated. “When individuals consider promoting on-line, on social media, on Google rising their enterprise, I would like us to be in these prime ranks. And I believe we’re making headway.”

Correction: A earlier model of this text misstated icepop’s consumer as Yukka, slightly than the wellness model Euka. A earlier model additionally misidentified USC professor Anthony Borquez as Anthony Cortez. The Day by day Trojan regrets this error. 


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