How Ad Mgmt Student, Parker Rafferty, Used Knowledge from Classes to Help Launch a Thriving Business
By: Alexandra Kujala
Parker Rafferty, a junior studying advertising management, has proven that the principles learned in the classroom can be applied to real-world entrepreneurial ventures. Rafferty played a pivotal role in helping her mother, Susan Berryman, launch Benny’s Eyewear, a fashionable and high-quality brand of handcrafted reading glasses.
Combining academic knowledge and dedication to the brand, Rafferty’s contributions have been integral in turning Benny’s Eyewear into a flourishing business.
Benny’s Eyewear is a collection of stylish reading glasses launched in July 2024. The brand prides itself with using ultra-high-quality materials all handcrafted in Italy.
Berryman spent over 25 years in the eyewear business before building a company that reflected her passion for eyewear and desire to make a mark in the industry. However, she knew that she couldn’t do it alone, which is where Rafferty came in.
“I decided to intern for my mom because she needed help with the startup, and I wanted to contribute to the success of the company,” Rafferty said.
Her role as a marketing and advertising intern involved managing the company’s social media, overseeing inventory and assisting in national photoshoots, all of which proved essential in getting the business off the ground.
Rafferty’s academic background in advertising management provided her with a solid foundation to assist in the launch of Benny’s Eyewear.
“I frequently texted my mom advice I had learned in my classes, particularly from my advertising and public relations courses,” Rafferty said.
These lessons were directly applied to the company’s marketing campaigns, helping Benny’s Eyewear create a strong brand presence and connect with its target audience. Most importantly, Rafferty harnessed the skill of identifying and reading a target audience.
“In my advertising management classes, I learned how to create targeted ads, and I applied this to ensure we were reaching the right consumers, especially those who need reading glasses,” Rafferty said.
By strategically leveraging social media platforms and crafting targeted ads, Rafferty successfully engaged Benny’s Eyewear’s core demographic — older adults seeking stylish, functional eyewear. Her approach blended advertising and public relations, creating compelling brand narratives that resonated with consumers. By tapping into social media trends, she generated buzz and positioned Benny’s Eyewear not just as a practical choice, but as a must-have accessory.
For Rafferty, her experience at Benny’s Eyewear solidified her passion for advertising management and confirmed that it was the right field for her.
“Seeing my mom create this company from the ground up was incredibly inspiring. It made me realize that advertising could be a powerful tool to help businesses succeed,” she said.
As for advice to other aspiring advertising management students, she emphasizes the importance of patience and persistence.
“When you’re starting a business, things don’t happen overnight,” she said. “You have to stay dedicated and keep working toward your goals and always remember that a solid understanding of advertising fundamentals will help you succeed in the long run.”
To learn more about Benny’s Eyewear follow @bennyseyewear on Instagram and check out the website at www.bennyseyewear.com.