When the William Smith ice hockey team takes to The Cooler ice on Sunday, Krista Federow will be one of eight seniors competing in their final regular season home game. A three-year captain for the Herons, she spent her summer interning for IPG Mediabrands in Sydney, Austalia. Federow secured the internship as a part of the Charles H. Salisbury Summer International Internship Stipend.
Created in 2007 by Honorary Trustee and former Chair of the Board Charles H. Salisbury Jr. ’63, P’94, L.H.D. ’08, the Salisbury Stipend is the most ambitious internship awarded at the Colleges. The stipend is funded through the Salisbury Center for Career, Professional and Experiential Education. Federow was one of five HWS students selected for this past summer’s stipend.
Federow, a media and society major, was set up with IPG Mediabrands residency program through an HWS alum. IPG Mediabrands is a new world agency group designed with dynamic marketing at its core. The website describes the company as a diverse group of innovators committed to building new solutions for the world’s top brands.
As an intern, Federow spent her first month working on the client and management teams under the initiative umbrella. The initiative side was tasked with coming up with ideas for commercials, hiring the actors, and producing the videos. Client and management was also tasked with finding the proper audience for the commercials through teams of researchers. They collect data and communicate results to the client, identifying which customer group was getting the most impressions.
In the second month of the internship, Federow was moved to the activation team. There, she was able to work closely with the production team, putting initiative’s ideas into action. Federow was responsible for calling around to malls and festivals to secure space for pop-up stands. She also used her creative side, making mood boards and proposals to pitch new campaign ideas. The mood boards and proposals are important to the booking agents when pitching because it gives them an idea of what the pop-up stands would look like when implemented at the advertising location. Federow also worked with set up and day-to-day operations for pop-up activations under Initiative and Ensemble agencies. She experienced being in the studio as well as working with the client on location. This was a dynamic, fast-moving team as they always had to adjust to both the agency and clients’ needs for campaigns.
During both segments of her internship, Federow was expected to create digital audits, post campaign reports, proof and post proposals, create competitive analysis reports, and create campaign mood boards for clients. Some of the companies she worked for included Pizza Hut, The Cancer Foundation, Nescafe, Red Rock Deli, Ben & Jerry’s, Hyundai, and The Athletes Foot.
Federow enjoyed working on the activation side of the company because she was able to bring her own voice to the projects.
“The people I worked with loved what they were doing,” Federow said. “It is a young industry, therefore you are surrounded by people following their passions and doing something they truly love doing. I liked that I was able to be creative.”
Federow credits her success with the internship to her role as captain with the Heron ice hockey team.
With five games remaining this season, Federow leads the Herons with 10 goals, 17 assists and 27 points. She leads the United Collegiate Hockey Conference and is 10th in the nation, averaging 0.85 assists per game. The reigning UCHC Player of the Week, Federow, is fourth in the conference in points. She plays a key role in the William Smith power play, setting up below the goal line. Centering the nation’s 14th ranked power play (20.2%), Federow is tied for second in the UCHC with 11 power-play points (2g, 9a) this season. She leads the UCHC and is second in the nation with five game-winning goals to her credit.
Federow has been a mainstay up front for William Smith during her four-year career. A captain since midway through sophomore year, she is one of two players to have played in all 95 of William Smith’s games as a varsity program. Federow led the team in scoring in each of her first three seasons. She currently holds the program records for goals (38), assists (45), and points (83). She also has a program best eight game-winning goals, 10 power-play goals, and is tied with fellow senior Kiley Fewster with three short-handed goals.
A standout in the classroom as well, Federow is a two-time ECAC West All-Academic selection.
