MASTERS PORTFOLIO
From August 2017 through August 2019, I completed a Master of Arts in Mass Communications (Public Relations) and Graduate Certificate in Global Strategic Communications from The University of Florida in Gainesville, FL. Throughout my 2 years, I completed a number of projects and presentations that allowed me to put my new knowledge into practice. This page highlights the major projects I completed as part of my program requirements.
EXAMPLES OF WORK
For my Capstone course at UF, we were partnered with a real-life company, Barocco Coffee in Mississauga, Canada. My group was tasked with developing their social media and marketing strategy for their pop-up shop partnership with Nino d'Aversa Bakery, Barocco x Nino. I primarily worked on the video, target audience, competitor analysis, and competitor social media analysis sections.
For my final project for MMC 6728- Branding and Social Media, I focused on developing a full social media campaign backed by research in the tourism and travel industry as well as course learnings.
For my final project for ADV6325- Advertising and Social Media, I developed a campaign for Visit Orlando called #ADifferentKindofMagic to help promote tourism to the Orlando area targeted at the underperforming 18-34 age demographic. The campaign focused on highlighting other areas in the Orlando area that are not theme parks.
Throughout the semester for PUR 6934- Measurement and Evaluation, we were tasked to look at the Southwest Airlines "Heart" Rebranding campaign. Through various assignments, we were able to see the impact and success of the campaign for the company. Our final project was to put together our semester-long findings and present it as if we were Southwest Airlines employees.
The purpose for my final project for MMC 5737- Lead Generation was to take a small business or company and help redefine their brand marketing strategy and increase inbound leads. I chose Bark Avenue Bakery, a small local business in the Orlando area. Multiple projects throughout the semester led to the final culminating project presented here.
For MMC 6936- Data Storytelling and Visualization, we used an open dataset to analyze the entire semester. I used a dataset documenting various crimes across the different Wards of Washington, DC in 2017. Using Tableau, I was able to highlight trends in the data and make recommendations that I would propose to the DC Metropolitan Police to enact based on the data.
In PUR 6005- Public Relations Theory, we learned various theories and philosophies that relate to the field of public relations and marketing. For our final project, we were expected to bridge the gap between the theories we learned throughout the semester and the practice of public relations in a company or non-profit. I chose Girls on the Run International, an organization I volunteered with in undergrad and also interned with in 2012.
Throughout the semester in PUR 6934- Strategy and Messaging, I developed a campaign for HOKA ONE ONE called "Master Your Run." This campaign was meant to target an older demographic of runners, outside of the current target audience HOKA ONE ONE mainly targets.
In MMC 6936- Strategic Writing for Public Relations, I created a company (Smarty Pants Running Gear) and developed a comprehensive communication plan. For the course, I made up a fictional client, Smarty Pants, and created a comprehensive plan to help the company gain market share and voice in the saturated running gear/tech market.
PUR 6608- International Public Relations focused on the practice of public relations on a global scale. For my second project, I put together a brief crisis communication plan for Tokyo Disneyland and Tokyo DisneySea.
In MMC 6936- Digital Reputation & Brand Management, we learned the importance of maintaining a positive digital reputation and the steps that can be taken to continue a positive presence online. Not only did we develop our own reputation, but we also learned how to provide recommendations for others. For our final group project, my partner and I provided recommendations for Akshaya Shanmugam, a young and influential entrepreneur in her field.
For our mid-term project in MMC 6936- Strategic Writing for Public Relations, my partner and I put together a crisis communication plan for a fictional company, Shelia's Chocolates.