Campaigns & Strategy
“S(c)ent with Suave,” IMC Campaign
“S(c)ent with Suave” is an integrated marketing communication campaign focused on elevating Suave’s women’s deodorants among competing brands. The goal of this campaign is to integrate travel aspirations with practicality for female millennials through destination-inspired deodorant and matching scented postcards.
Through paid, earned, shared and owned media tactics, this campaign can position Suave as a top health and beauty brand by doing two major things. First, rebuilding the brand identity to appeal to a target audience of millennial women. Second, reestablish brand image for women to associate Suave with sophistication.
This campaign was filled with research regarding product and brand attitudes, audiences and the best channels to reach these audiences. This research was crucial to shape the campaign’s communication tactics, which are broken down based on paid, earned, owned and shared media.
Click on the PDF to download the full proposal.
“A Taste of the Symphony,” Campaign Proposal for the Butler County Symphony Orchestra (BCSO)
During my final semester at SRU, I took a class titled “PR & IMC Capstone.” In this class, every group was assigned a client and tasked with creating a real, implementable campaign. By the end, a winner would be chosen for each client. This “competition” model served as a motivator to stay on task and create the best possible ideas for our client, the Butler County Symphony Orchestra (BCSO). I was personally very excited for this campaign to come to life, as I have been passionate about music since early childhood.
My group created a campaign titled, “A Taste of the Symphony,” which focused on revamping The BCSO’s annual Summer Concert Series. Through extensive research, including focus groups, interviews and secondary readings, we were able to determine our goals, strategy and objectives. By the end of the 2024 summer concert season, our campaign aimed to increase The BCSO awareness across Butler County by giving the community a “taste” of what the symphony has to offer, while also collaborating with local businesses.
By the end of the semester, our final campaign was presented to the client and a panel of judges. “A Taste of the Symphony” was chosen as The BCSO’s campaign that was implemented in the summer of 2024. The full campaign proposal can be downloaded by clicking on the image.
How #VotingMovesCA Succeeded in Numbers & Impact, Public Relations Case Study
This research was presented at Slippery Rock University’s 2024 Symposium for Research, Scholarship and Creative Activity.
This research paper is an in-depth case study on the League of Women Voter’s (LWV) public affairs campaign titled “#VotingMovesCA.” The campaign aimed to motivate Black and Latinx individuals to “view voting as an integral step to drive social change” (Silver anvil 2021). This was done primarily through social media platforms, Snapchat and TikTok. LWV utilized geofilters and micro-influencers.
Through secondary research, we determined that “#VotingMovesCA” was a success, as they reached and surpassed many of their objectives. Through our analysis, we observed the successes of the campaign, but also the shortcomings.
My research partner and I had the opportunity to give an oral presentation on our findings. In this presentation, we mentioned LWV revamping this campaign for the 2024 election, as it is another crucial year to get Gen-Z and millennials voting. This project gave opportunities to further my understanding of public relations, public affairs, research and giving oral presentations on industry-relevant information.
Click on the PDF to download the full document.