Service Learning Campaign
Service Learning Campaign
Visitor Note
The public relations writing course, APR 332, at The University of Alabama I took in spring 2015 was instructed by Dr. Suzanne Horsley. This undergraduate course contains the theories and practices involved in creating public relation's messages including planning, writing, editing, producing and evaluating. Throughout the semester we formulated seven individual writing assignments and a group project creating a service learning campaign with three other students. Our campaign project involved three collaborative portions and two individual portions. My team conducted our campaign around the focus of educating collegiate faculty on collegiate service learning in order to motivate more institutions in the southeast to incorporate service learning projects. Our completed campaign, "Serve Southeast" is divided in the following sections. The blog post and brochure are my individual pieces.
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The Plank Center Campaign
The Plank Center Campaign
Executive Summary
Leo Communications is comprised of six hard working public relations practitioners: Aaron Fenton, Chandler Dare, Keelin McHale, Michelle Manning, Megan Williams and Elle Sandman. Our goals are to generate a strategic communication plan, situation analysis, SWOT analysis, conduct research and create a successful campaign. To achieve these goals, Leo Communications is consistently working hard, striving for success and paying attention to detail in everything we do.
At the beginning of the semester the agency was presented with a challenge: how to transform the Plank Center’s content into the premier resource for lower to mid-level professionals. While the Plank Center successfully engaged with public relations students and as a group of students on the bridge between the academic life, Leo Communications knew this would be a process that would be relevant to their own interests.
Leo Communications began their process through conducting primary and secondary research. The target audience for the primary research comprised of professionals in the public relations industry with one to 26 years of public relations experience. Our scope ranged from people in sectors such as agency, nonprofit and corporate across the United States. Our main takeaways from this research was that these professionals wanted smaller events closer to where they work and content that was easier to digest.
After examining the findings from our research, Leo began creating strategies and tactics that bridge the gap between the Plank Center and their area of weakness, young professionals. In this plans book readers will see new tactics such as quizzes and even a Betsy Plank calendar that will be implemented for the 2016 calendar year.
Visitor Note
The Leo Communications complete campaign is accessible through the first subtitle below. The portions I individually created are as followed by section.
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Nike Campaign Evaluation
Nike Campaign Evaluation
Vistor Note
The APR 433 course at UA studies public relations campaigns. The students were asked to choose any campaign and present a breakdown and evaluation of the chosen campaign. I chose the Nike woman's campaign and created a presentation slideshow with a handout, which is called a presentation takeaway or simply an overview of the presentation for the viewers to look over during the speech.
