OWNED MEDIA
Below are examples of work I created for mock clients in my public relations strategic writing class at BYU.
Wilson Public Relations; Shriners Hospitals for Children, Salt Lake City — Mock Direct Mail Letter
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Situation: The 22 hospitals of Shriners Hospitals for Children (SHC) focus solely on helping children with cleft lip/palate, spinal injuries, orthopedic conditions or burns. SHC provides for the special needs of these children regardless of a family's ability to pay. A generous endowment makes this possible, but with the rising price of health care and depletion of the endowment, SHC needed more donations to survive. Each hospital in the network was given the challenge to raise $1 million from donors in its region. Through direct mail packages, SHC Salt Lake City plans to raise awareness of its specialized care. They also want to inspire Utah residents to donate to the Salt Lake Hospital.
Goal and Objectives:
Key Public: Utah mothers, ages 23-50, who can relate to the mission of giving back childhoods and who want to make a difference in the lives of others. Utah mothers are very busy taking care of their own families, but they also are very busy taking care of other people. They want the best for their children and they feel empathy towards other families that may be struggling. They are influenced by the stories of children in the hospital and they want all children to have a chance at childhood. Implementation: My main focus in the letter is the story of Hunter Woodhall, a young boy born without bones in this legs. Hunter's story is one of hope and it shows how powerful the donations from mothers was for his treatments. The handprint graphic on the letter is meant to represent the hands of SHC patients that are personally asking for these donations from mothers. I created a brochure that is included with this letter as well. |
Wilson Public Relations; Winder Farms — Mock Blog Post
Situation: Winder Farms has been delivering fresh dairy products to the doorsteps of tens of thousands of Utah homes since 1880. The company is now more like a farmers market on wheels, delivering fresh groceries to the doors of families across Utah, Nevada and California. One of the company's most iconic products — butter — has always been a staple in Western kitchens. But as Winder Farms' core consumers have aged, butter's reputation as a cooking staple is slipping and sales are at risk.
Winder Farms understands that with the rise of coconut oil and other healthy, alternative oils that butter is no longer a go-to for the younger generation of moms. The company has yet to market its dairy products to the younger generation. Using Winder farms popular blog, Pickled Pancakes, they hope to build relevancy with this younger generation. Goal and Objectives:
Key Public: Women ages 35 to 44, who are married with kids and have household incomes of $60k+, college degrees and work full-or part-time. They live in Utah, Nevada and California, spend 70 minutes per day on news and blog sites and go online for 1.5 hours a day, twice a day. This public also reads 10 to 16 magazine titles per month, from food to parenting. This consumer group, Savvy Simplifiers, is fiercely family-focused and takes pride in providing fresh, wholesome food for their families. Savvy Simplfiers trust social media and online communities for product recommendations. They want simple, achievable recipes and tips to help conquer mealtime. Implementation: I used Winder Farms blog, Pickled Pancakes, to send my messages to the Savvy Simplifiers. I created an Easter-themed blog post featuring five recipes using Winder Farms butter. The recipes are perfect for a quick and easy Easter brunch. I also included a social media contest where participants can share the recipes they try using the hashtag #WinderBrunchFest. Using the hashtag enters them into a contest to wind a Winder Brunch Fest Kit to help them prepare their Easter brunch. |
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Wilson Public Relations, Wells Fargo — Mock 10 for 10 Summer Opener Event
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Situation: Wells Fargo bank continues to struggle with their publics lack of trust and confidence in their services. Their relationship with their publics continues to suffer because of social media campaigns such as, Occupy Wall Street, Move Your Money and Bank Transfer Day. Wells Fargo wants to show its Utah Valley publics that they play a part in boosting the economy, and that their money is safe in Wells Fargo banks. According to DiStaso (2013), 51 percent of business journalists felt that trust in the banking industry can be "fixed" by community service efforts. Research on community service indicates that for it to be most effective, companies should show and tell their efforts. Wells Fargo reached out to Wilson Public Relations and BYU's Marriott School of Management to create a summer event designed to create savings accounts for child participants. The event is called the Wells Fargo 10 for 10 Summer opener. The event is designed like a carnival and allows participants to buy 10 carnival game tokens for $10. Participants use the 10 tokens to play 10 carnival games and collect 10 play dollars. The play dollars are then traded in for prizes and Wells Fargo matches the $10 to open a savings account for the child partcipants.
Goal and Objectives:
Implementation: I chose to share my event checklist, because an event requires a lot of planning and details. I created an in-depth checklist for 9-months of planning. The checklist includes information about volunteers, advertising, rehearsals and carnival logistics. This checklist will help Wells Fargo plan the perfect summer bash. |