Public Relations Projects
#SharedPride Campaign
My team had the opportunity to research, formulate, and pitch a campaign to promote our community's local Pride festival. We engaged in secondary and primary research to understand our brand and relevant promotional materials. Our deliverables included a logo and website redesign, a PR campaign plan, and a complete marketing budget overhaul.
Social Media Launch
My account team had the chance to assist a local fine dining restaurant with their social media launch. We identified goals and a target audience for each social media platform. Most importantly, we created post categories and a percentage breakdown for post frequency.
Contributed Article
As part of my Summer Internship I had the opportunity to write a contributed article on behalf of one of my technology clients. This particular client was an AI-based technology company and the article was written based on their 2023 State of Digital Quality Report. Using industry research and my supervisors as resources I was able to understand and articulate technological concepts and statistics to an informed audience.
NFL Consumer Research
My team and I completed an audience profile of the National Football League to improve their marketing tactics. We proposed that collaborating with online gambling companies would be beneficial to market games to a younger generation.
Website Audit
My account team audited our clients website to identify branding and consistency issues. Additionally, the report includes analytical information regarding dead links and SEO.
Business Social Media
As part of my Summer Internship I was able to improve my skills in social media writing, specifically for professional platforms. I curated many posts to promote client news and contributed articles on my agency's social media pages. Here are links to a few of those posts:
Membership Satisfaction Research Report
My team's client was a private club looking to evaluate and improve membership satisfaction. Unable to rely on online reviews due to the membership structure, my account team conducted research on best practices for distributing a membership satisfaction survey.
Campaign Outreach
My team's client needed assistance identifying and reaching out to local businesses to participate in a social media campaign. This was a non-profit client and therefore needed some assistance aligning themselves with these for-profit businesses. Included are outreach letters I wrote for specific target businesses as well as the original template I formulated and worked off of.
Media Analytics Projects
SEO Analysis
My team's analyzed the SEO for our local CRUMBL cookie location, comparing it to competitors and formulating a new outreach strategy. This includes an analysis on and off-page elements and a link building strategy. Our main data analysis tool was Brandwatch.
Social Media Playbook
Crisis Communications Study
I completed an analysis of three types of recent public relations crises and the effectiveness of the communications response. This included an examination of corporate crises, criminal allegations, and an influencer cancellation. This was completed using Brandwatch data and social media examination.
Query Writing
For this project I wrote a Brandwatch query analyze X (Twitter) data on a national brand and their main competitor. Using sub-categories to specify results, I analyzed the sentiment, emotions, and demographics of the brand's X data. I provided data-based recommendations on how the brand can improve their engagement.
Email Marketing Plan
My team used SEO data to formulate an email marketing plan for a national brand. This included identifying target consumers and their associated keywords. We also created multiple promotional strategies using backlink data to identify marketing opportunities. Finally, I improved my skills with writing AI prompts by using specific keywords to create a relevant blog post using ChatGPT.
User Persona
My team analyzed a website run by our university's media analytics department to understand how to better market the platform to students. This project improved my ability to use data and analysis to create user personas and segment target audiences.
Hashtag Analysis
My team analyzed the hashtag #ticketmaster using Twitter API keys and R soon after a public scandal involving the company. This helped improve my skills in sentiment and keyword analysis, as well as identifying patterns in data corresponding with real world events.