Campaign Proposal: VICTORIA'S SECRET

 This is a public relations campaign that was designed for a Public Relations Campaign class and won fourth place in the PRSSA that year. Our group proposed to update Victoria’s Secret’s (VS) standard of what the “average” woman should look like through the implementation of expanded sizing and a larger range of “nude” colored bras. This would bring inclusivity to the brand through the use of news releases, store/regional events, and social media branding.

 The campaign proposal listed below is for a company founded in 2016 called Uniglitter Labs, they primarily sell blends of chunky glitter used to accessorize makeup looks, resin crafts, and more. The unique thing about Uniglitter is that the company had (at the time of writing this) not spent any funds on marketing, solely relying on word of mouth. This campaign would be their breakthrough in the marketing world while targeting their largest consumer audience, festival goers and ravers.

 This is the companion assignment that goes along with the Uniglitter Campaign Proposal and includes practical examples of a media advisory, news release, internal memo, and more.

 The Place of Forsyth County is a charity located in Cumming, Georgia that focuses on community-driven projects to improve local morale. This brand analysis was gathered with the help of the company’s marketing manager. After going through all of the details and looking at community response I created a list of suggestions to spread awareness for the charity to present to the marketing manager. 

For my senior capstone, I inquired if influencers should be considered leaders based on the opinions of the general public and applying different communication theories. The consensus of the study was that influencers should be considered influencers, and the few that I got in touch with self-identified as leaders as well. This study examined leadership under the lens of Trait Theory, Servant Leadership, and the Two-Step Flow model of communication.

 Defy Media is a multi-channel network that had contracts with many popular YouTube creators until the fall of 2017 when the company laid of hundreds of employees, while also declaring bankruptcy in the process. This was a case study done to examine the massive fallout that came from a lack of communication on their end with all of their creators.  

This case study was completed for a public relations in the news class and goes over how Morphe Cosmetics and Jacklynn Hill came under heavy backlash for changing the formulation of their products without publicizing it to consumers. Their original makeup pallet that was released was a consumer favorite, but when the second volume of the product was released people noticed a lack of performance, only to then find that the second volume of products was no longer vegan. Originally Morphe denied a change in formula until a consumer had done more digging to expose the truth.