ADVERTISING AND PUBLIC RELATIONS PORTFOLIO
Ad & PR Work
This portion of my portfolio consists of work I have done in the Advertising and Public Relations field, including samples from projects I have had the pleasure of working on in classes at UNC-CH.
Wyndham Championship PR Strategy
MEJO 634: PR Campaigns
MEJO 634 is a class all about PR Campaigns. During our first few weeks we were broken up into teams of about 10 in order to get the chance to work on our own PR Campaign. Our client was the Wyndham Championship.
More about our campaign:
Here is Home
During my spring semester of senior year, I had the amazing opportunity to work on a bid for a PR campaign for the Wyndham Championship on the PGA Tour, as part of my class MEJO 634: PR Campaigns. We were tasked with increasing ticket sales among Gen Z individuals.
My group, Top Swing Communications, included me and my teammates Sara Mac Wood, Lexi Leviner, Elizabeth Rotchford, Theresa Hemberger, Taima Abu El Hawa, Kelly Baker, and Hailey Clodfelter. We put our heads together and created something special: the “Here is Home” campaign. We wanted to bring communities together across North Carolina and lead them to the Wyndham Championship by incorporating the game of golf into a unique interactive event: Swing Across NC.
My group proposed that Swing Across NC could be an interactive bar crawl which has nine “holes” across NC. Participants could visit local breweries that Wyndham could partner with throughout the summer, receiving scorecards and getting them stamped along the way. And the best part? The final “hole” on our event would be the Wyndham Championship.
Last week each of the four groups in our class had the honor of presenting our campaigns to Leslie Johnson, MBA, MA, Bobby Powell, and Rob Goodman, and I’m excited to announce that Top Swing Communications was chosen as the winning campaign!
Not only have I gotten the chance to gain real-world public relations experience, but I also had the amazing opportunity to film and edit our group’s video. And now, I’m excited to share it with all of you!
Before you get a glimpse into our campaign that caught the attention of the Wyndham Championship team, I’d like to thank our amazing professor, Livis Freeman. Without Professor Freeman we would not have been able to create the campaign that we did.
Watch our campaign video by clicking the button below, or scrolling to the embedded YouTube video!
By Way of Raleigh
MEJO 371: Advertising Creative
MEJO 371: Advertising Creative is a class dedicated to being creative. Check out my project By Way of Raleigh.
By Way of Raleigh
As part of our project we had to take an existing marketing idea "By Way of..." and apply it to our hometown. Being from Raleigh I did my project on Raleigh. We were tasked with collaborating with a local brand, business, or event and creating a marketing campaign and event for the campaign under the title "By Way of Raleigh." As part of my campaign I decided to partner with the Dreamville festival that takes place at Dorthea Dix park. Since Dreamville is held in one of Raleigh's many parks I decided to center my campaign around the Raleigh parks system. Feel free to scroll through my presentation below to see the sweatshirt, shirts, posts, and research I did for this project, or read more about it here!
Sweatshirt
As part of the campaign I decided to design a sweatshirt that would be the main piece of merch people would want to get. I designed this sweatshirt in photo shop in order to create a multi-layered stitched sweatshirt that features the outlines and coordinates of eight of Raleigh's parks. Each park was designed in order to look like a patch that you would sew onto an old pair of jeans to fix them. I wanted this merch to feel eclectic and homey. The biggest park patch is on the front and in the outline of Dorthea Dix, the park in which the music festival is held. These sweatshirts would be exclusive to the Dreamville fest and would drive individuals to not only go to the By Way of Raleigh booth, but also the music festival.
Raleigh Parks - Pop Ups
Eight of Raleigh's parks are featured on the main sweatshirt, but in order to create more buzz around "By Way of Raleigh" I decided to design eight more shirts, each one including a black and white street design of where the park is located as well as the coordinates for each park. In order to get individuals involved in the campaign, I designed instagram posts that could be posted which show coordinates and a red x where a pop-up show would be that sold these exclusive shirts. This creates a scavenger hunt for followers to play along with which will keep people checking the account and drive engagement.
Dreamville Festival
Lastly, I chose to partner with Dreamville festival because it is in the heart of downtown Raleigh and is hosted in one of Raleigh's most amazing parks: Dorthea Dix. This beautiful park is exactly what Raleigh is about, community, and beauty. A booth would be setup at Dreamville festival to see the exclusive sweatshirts and would be the last pop-up store on the marketing campaign.
BENVOLIST
MEJO 332: Public Relations Writing
MEJO 332: Public relations writing is a class dedicated solely to learning the craft of public relations writing. Through working with the AP Style Guide, and later partnering with a local non-profit to assist in their public relations, this class was fast paced, and all about being meticulous in our writing. Check out some of the graphics I helped my team create for our non-profit below.
Our Work With Benevolist
As part of MEJO 332, we were split into groups and paired with a local non-profit. My group was paired with Benevolist.org, a non-profit who strives to connect local non-profits to donors all across the world. To help Benevolist.org, my group worked to create a campaign that highlighted local non-profits in Raleigh, NC. We reached out to and coordinated with local non-profits, created comprehensive graphics, meticulously crafted press releases, and worked out a wide-ranging media plan. Visit our press release on Benevolist.org below.
Comprehensive Graphics
In order to highlight the local non-profits, I helped my group by creating multiple different graphics for each non-profit. Using Adobe Illustrator, Adobe Photoshop, and Adobe After Effects, I was able to create motion graphics, as well as different-sized templates for each different social media platform to make sure graphics were easily posted on time. Take a look at the graphics I created below.
Connect with the Community
My group worked to connect with different non-profits in the Triangle. In order to get them to be a part of the campaign, we had to research and cold-call multiple different organizations, learning the art of leaving a voicemail. Finally, we landed on six non-profits. Check out which non-profits we connected with below.
Meticulous Copywriting
In order to update the community on our campaign going on, our group strived to create a press release that updated the public on what our campaign is and how it functions. Read the press release below.
Media Plan
Lastly, our team created a meticulous schedule in order to make sure that the posts reached the public at the best times by posting at peak hours, on peak days, and by evenly spreading out posts throughout the month.