My Academic Work
Public Relations
A Comprehensive Analysis of the State of the Starbucks Coffee Company
I performed an in-depth examination of the internal and external well-being of the Starbucks Coffe Company. I evaluated its finances, leadership, mission, vision, values, corporate social responsibility programs, employee unionization efforts, promotions, competition, strengths, weaknesses, opportunities, and threats. The goal of this comprehensive analysis was to gain a better understanding of the overall health of the organization based on its financial performance as well as its ability to thrive in the environment it operated in during quarter one of fiscal year 2023.
Balenciaga’s Handling of Its Child Welfare Crisis
I examined the cause of Balenciaga’s recent child welfare crisis that erupted following the release of its holiday and spring advertising campaigns in 2022. I then evaluated the brand’s crisis response, making note of its strengths and weaknesses. The goal of this paper was to determine whether or not Balenciaga was able to efficiently and effectively resolve this crisis and regain the public’s trust.
Philadelphia Museum of Art Public Relations Kit
Acting as the “new PR manager” of the Philadelphia Museum of Art, I created this public relations kit filled with writing samples I would complete in this role. Click on the the museum’s logo to be taken to a folder containing all of my pieces from a news release to a series of blog posts.
Advertising
Google Ad Grants Nonprofit Marketing Immersion
My three teammates and I conducted a four-week Google paid search campaign for our nonprofit client Theatre in the Cloud. We created these pre-campaign and post-campaign reports to outline our plan for the campaign and present our results. Although we ran into some issues due to the SEO strength of our client’s website, we were able to provide the nonprofit’s marketing team with some key insights that will enable them to run successful paid search campaigns moving forward.
Social Media Marketing for The 1225 Place
After meeting with the owners of The 1225 Place, we performed an audit of their social media. We then worked to rebrand their business and build out their social media marketing assets and strategy, taking control of making and posting content. Additionally, we created a comprehensive social media marketing plan with guidelines for each platform for our clients to follow once our time with them came to an end.
Creating a Media Plan for Abington Hospital
After researching Abington Hospital to identify its main pain points when it came to building awareness about its services, we created this comprehensive media plan. By employing over-the-top, digital, out-of-home, radio, and local magazine ads, we sought to increase Abington Hospital’s share of voice and build strong connections between it and its target audience.
SEO Strategy for Starbucks
By performing an in-depth analysis of the Starbucks brand, its website, and its marketing, I created this complete SEO strategy for the company. Click on the Starbucks logo to be taken to a folder with my full strategy, including all of my preliminary work and keyword research.
Event and Entertainment Management
Operations Plan for The Philadelphia Comedy Festival
After developing the concept and logo for The Philadelphia Comedy Festival, my team and I worked together to build a comprehensive operations plan for the event. Complete with background information, event diagrams, policies and procedures, and schedules, this operations plan seeks to ensure the seamless planning, production, and evaluation of this one-day event. Click on the event’s logo to see the entire operations plan.
Repurpose Project for the STHM Career Fair
I created this sign for the refreshments table at the School of Sport, Tourism, and Hospitality Management Career Fair. The goal of this assignment was to create an adaptive reuse project made out of second-hand materials that cost less than $10. I went to the Resource Exchange where I purchased this red frame for $7 as well as the black and white cardstock paper within it for 60 cents. I then used my red and black pens, scissors, and glue to assemble the sign. On the day of the career fair, it was present on the refreshments table.
Planning the STHM Career Fair
The Event Experience is an experiential learning course that provides students with the opportunity to take complete control of the planning, production, and evaluation of an event from start to finish. My class was responsible for planning the Fall 2023 STHM Career Fair. As part of the student services committee, my teammates and I spearheaded all student communication before, during, and after the event, coordinated classroom visits to promote the event, tracked and assisted with registration, designed and made attendee nametags, created and sent out a student experience survey, and distributed student headshots, among other responsibilities. Additionally, I worked onsite during the event, helping to check in attendees, direct attendees and employers to the event, and take attendee headshots.