TriniTYLIU
PRAD585 Research Methods－ Slam Dunk for Diabetes
Slam Dunk for Diabetes (SD4D) is a summer basketball camp that serves children (ages 5-18) with diabetes, and provides a healthy environment to have fun and be themselves without fear of being judged or made fun of. In the 10-week class, our research goal was to enhance the current perception of Slam Dunk for Diabetes, and strengthened its internal structure for the benefit of potential individual donors and future strategic partners.
In light of our research, we have put together a 5-step plan as our recommendations.
Step 1: Storytelling
Step 2: Creating a social movement
Step 3: Chicago BIGTEN Charity Bar Crawl
Step 4: Family inclusion, and after the perception of Slam Dunk is enhanced there is:
Step 5: NBA Expansion.
PRAD562 Media Relations - Discover Cashback Checking
In the Media Relations class, we were honored to have Discover Financial Services (NYSE: DFS) as our client. It is a direct banking and payment services company with one of the most recognized brands in U.S. financial services. Our goal was to develop an integrated media relations and creative communications plan that will drive awareness and consideration around the launch of Discover Cashback Checking, leading to new checking account openings while further extending the Discover brand beyond credit cards.
We proposed that Discover brands itself as a millennial-focused company by exhibiting not only shared values with the target audience, but also communicating these shared values through popular and commonly used media formats. For this, we have created the “Pay it forward with Discover's Cashback Checking Account” campaign. This is built off of a socially driven contest and giveaway that focuses on using Discover’s Cashback Checking Account as a mechanism to “pay it forward” with random acts of kindness. This campaign strategy aimed to brand Discover as a company that millennials can relate to and feel good about supporting. With this plan our goal was to elevate coverage of the Discover Cashback Checking Account by connecting with the target audience in a positive and meaningful way.
PRAD595 Agency & Corporate Management - Golin & McDonald's
The Agency and Corporate Management class gave me a opportunity to research and analyze the partnership between McDonald’s and its PR agency Golin. The purpose of this project was to learn how Golin and McDonald’s grew together and the secret of maintaining a long-term relationship. Remarkable campaigns and big moments were featured in my presentation, as well as their collaboration disciplines behind the scenes.
With more than a 60-year partnership, Golin and McDonald’s mark the longest-standing client/agency relationship on record of our in-class visits. Their trusted, open relationship with co-creation between each other are the bottom lines to succeed as well as the unique patterns in the business.
We did the interview, video production, research and the case study to support our presentations to the clients.
PRAD553 Advertising Foundations- CivicLab
In our Advertising class, we started a project with CivicLab, a co-working space that offers desk space and workshops. One of the challenges this facility faces was how to position itself in the current market of co-working spaces around Chicago. With co-working space being such a new widespread preference, it is a person’s secondary preferences that will determine which one they choose.
Overall, we would like to increase desk space sales and intensify the social media presence of CivicLab as a brand for sharing ideas and networking. Our plan was to raise awareness, get the word out, get people to interact with each other, and share their ideas.
We suggested the launch of a social media campaign and the implementation of a share for share style on the internet platforms. In time, as the budget permits, we suggested the use of Google AdWords to provide added exposure. Long term, we see CivicLab promoting on the Chicago Transit Authority to gain exposure among the millions that utilize public transit daily.