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Sophomore Shirley Wang runs a marketing agency fully staffed by other Gen Zers that serves underrepresented entrepreneurs.
Xiangqing “Shirley” Wang, a second-year undergraduate at Northeastern University, says she has always been ambitious.
She remembers wanting to be a writer when she was eight years old. At age 13, Wang got a job at a regional magazine for a major media company in her small hometown in southern China.
“I knocked on their doors until they answered,” said Wang, now 19.
She had been writing freelance articles for the magazine for some time, then by chance landed the position of regional manager for the magazine, and then moved to the company’s marketing department.
“I had the opportunity to meet many business owners, which ignited my passion for talking to companies and listening to their stories,” she says. “So I became kind of a marketing consultant and content creator for a lot of these businesses.”
In 2022, Wang came to Boston to attend Northeastern University and launched Hakura Media, a Gen Z-led marketing agency, just a few months later.
“Hackrah is a very special institution. We only support organizations that are mission-driven and impact-first,” she says.
In addition to growing his agency, Wang also set a goal to earn a bachelor’s degree in three years by the age of 21. She studied Business Administration with an emphasis in entrepreneurial startups and minored in Global Fashion Studies. She also plans to complete two co-ops.
Ms. Wang came to the Tohoku region because she has always learned better by doing, she said. She wanted to take advantage of the co-op and entrepreneurial resources the university offers.
After completing her studies, Wang wanted to become a member of WISE (Women’s Interdisciplinary Entrepreneurship Society), a student-led organization.
“I have always longed for a community of entrepreneurial women, because from the moment I transitioned from my dreams of writing to entrepreneurship, I knew that was the path I was meant to take. ” says Wang.
After completing WISE’s WeLaunch program, a seven-week business venture launch accelerator program for female founders, Wang was able to secure her first grant from the organization and begin building her team. I did. She says in November 2022 she launched Hackrah Media.
Hackrah Media advocates for people of color. Mr. Wang is Taiwanese.
“At the heart of Hackrah Media is how expression is empowering,” she says.
The marketing agency provides a space for young people like her who want to come together for a “movement for good.”
Hakla’s target customers are business owners from underrepresented or historically marginalized groups, including women, people of color, people with disabilities, and members of the LGBTQ community.
Wang says she always wanted to work with other Gen Zers.
“There are always older people who are suspicious of us,” she says.
Wang believes that because they are in the same age group, team members can understand each other better, speak the same language, and all get along better. She wants the agency to be a safe and inclusive environment for everyone, she says.
Wang currently has a team of 14 people, mostly students from Northeastern, who work remotely on a volunteer basis.
To get the project off the ground, Wang did a lot of outreach work in between classes, knocking on the doors of businesses in Boston’s Roxbury and Dorchester neighborhoods, as well as in Cambridge.
“It was really hard work,” she says. “We are still struggling and our sales team is working hard.”
Frank Poindexter, manager of Wally’s Café Jazz Club, said Wang gave a persuasive presentation on things that could benefit Hakulla and one of Boston’s longest-running jazz clubs. After going there, he said he gave Wang a chance.
He says Hackler has helped Worries gain a significant number of new followers on Instagram and Facebook since he took over management of the club’s social media accounts around eight months ago. .
The agency photographs various bands and creates content to keep the public updated on musicians playing in clubs and other happenings.
“She’s supporting small businesses, which is a really great thing for someone to do.” [so young]. So I’m very impressed with her work and she’s impressed with the young people she’s worked with,” Poindexter says. “She provides opportunities for her students.”
Wang said all of her customers are repeat customers and long-term guests.
“We have clients who have been with us for probably over a year since we literally started,” she says.
Michelle Calderon, who holds an MBA from D’Amore McKim School of Business, is the founder and owner of Addition Beauty, a startup that makes non-toxic everyday lipsticks. She says it’s very important to her that Hakura is Gen Z-driven and impact-focused.
“Younger generations tend to be more tech-savvy and up to date with social media and everything,” she says. “We’re looking for someone who understands the latest trends and can use social media well.” [media] In terms of work history. ”
This agency is primarily responsible for the company’s social media management and email campaigns. I am also working on other projects such as redoing the website.
“Whether it’s a social campaign, a promotion, a show we’re in, etc., if you need artwork or additional support, they have enough people on their team and they usually have a variety of Because they have the skills, they [can] Please help us with our questions,” Calderon said.
The agency has also launched a partnership program for more established organizations, where Hackrah can help expand connections and relationships in exchange for marketing consulting.
Mr. Wang is currently looking at ways to expand his business while making the most of his resources.
“And then, of course, there’s sales,” Wang said. “It is critical that we acquire more clients and partners and build our presence and network here in Boston.”
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