Hospital Visits & Big Ideas - Joe Boyce

This past week in St. Martin has been an incredible blend of academic growth, cultural immersion, and personal challenges, all of which have deepened my understanding of advertising and public relations in a real-world context.

Monday: Memorial Day Murph Challenge & Beach Relaxation

We kicked off the week with a Memorial Day Monday off, but instead of just relaxing, my friend Skylar and I took on the Murph Challenge: a grueling workout of running, pull-ups, pushups, and air squats. It was tough, but it really pushed my limits and reminded me how perseverance and discipline are key. The workout also served as a reminder of the selfless sacrifice made by those lost in the face of war. Tackling perseverance and discipline are qualities that translate well into managing demanding ad campaigns. Afterward, we chilled at the beach, soaking in the Caribbean vibe and recharging for the week ahead.

Tuesday: Campaign Brainstorming & Sprinklr Research

Back to class, we continued diving into our small group projects. My group is creating an ad campaign for Maho Beach. We were tasked with developing our “big idea,” a tagline we would use for our campaign to build and communicate our brand. Analyzing previous information gathered through interviews with active beachgoers, we were able to understand their perceptions and how they discovered Maho Beach, which revealed that social media is the most effective platform to reach our audience. This insight shaped our campaign’s big idea: “First Class Living.” It captures the unique mix of luxury and excitement that Maho offers while tying in Maho’s plane-spotting experience. We brainstormed visual concepts like billboards and social media content that emphasize the comfort and thrill of Maho. In and out of class, I explored Sprinklr, a social listening tool. I worked ahead to complete Sprinklr certifications in brand research, lead generation, and crisis research, skills that are invaluable for data-driven advertising strategies.

Wednesday: Feedback & Nightlife Networking

We presented our campaign ideas in class to get feedback that helped refine our messaging. The focus on Sprinklr continued, particularly on lead generation techniques. That evening, we ventured downtown to experience SXM’s nightlife, mingling with locals and fellow students. This social interaction gave me another perspective on how local culture and community engagement can influence PR efforts.

Thursday: Crisis Research & Final Campaign Planning

Thursday’s class was centered on crisis research using Sprinklr, teaching us how to monitor and respond to potential PR issues, which is a vital skill in today’s fast-paced media environment. We also began outlining our final campaign book, compiling all our data and insights to craft a comprehensive advertising strategy for Maho Beach. The day was relatively low-key, a calm before the storm planned for Friday.

Friday: Social Media Takeover & Island Excursion

Friday was action-packed. My roommate Nick and I managed the social media takeover for the day, documenting our catamaran trip to Prickly Pear Island and Anguilla. We snorkeled among vibrant reefs, enjoyed authentic Caribbean cuisine, and captured tons of engaging content for the UAIC Instagram and TikTok. This hands-on experience highlighted the importance of storytelling and real-time content creation in advertising, showing how immersive experiences can be used to understand brands while building excitement and engagement.

Saturday & Sunday: Unexpected Health Challenges & Reflection

Saturday started off relaxing with my mom’s arrival and a peaceful day at Mullet Beach. Notably, bumps on my arm and finger had appeared, raising concerns for my mom and me. Saturday night and Sunday morning were supposed to be low-key, but they ended up being anything but that. The “bumps” discovered on my arm and finger led to a severe staph infection, resulting in two doctor visits, filling a laundry list of treatment items at the Phillipsburg pharmacy, and minor surgery, all starting at 2 A.M. on Sunday morning. Thanks to the aid of my mother and Dr. Hayes, who gracefully drove us from place to place while staying nearby to ensure my safety, we were able to get me the medical assistance I needed. Although I am disappointed to miss swimming for the rest of the trip, this experience reaffirmed the value of crisis management, not just in advertising but in life. Navigating healthcare logistics and communicating updates with my family mirrored the real-world challenges PR professionals face during crises. I’m now on the road to recovery to continue learning and finishing this amazing experience strong during this final week in SXM.

Final Thoughts

This week has been a bumpy road of physical challenges, creativity, and cultural experiences. Each day offered lessons that connect directly to my studies in advertising and public relations. I can’t wait to see what this final week has to offer!