J452: Strategic PR Communication

This course was an advanced writing-intensive lab that focused on teaching students how to produce strategic content for various audiences and platforms using the appropriate journalistic style. 

Client: Students were assigned one “client” that they would base their materials around during the term. My client was Run Gum, a functional gum brand founded by Nick Symmonds and Sam Lapray.

— Earned Media Package —

Assignment: Create earned media materials for your client to promote a fictitious (but believable) event or announcement to journalists.

In this earned media package, I centered my materials around a theoretical partnership with YouTube gamer Valkyrae that Run Gum would announce. The purpose of this partnership would be to promote Run Gum to the gaming community and help support Valkyrae’s organization called 100 Thieves.

— Email Marketing —

Assignment: Create a newsletter email, promotional email and email automation/flow that could be sent out to your client’s mailing list. The newsletter topic and deal promotions can be made up.

In this email marketing package, I crafted a newsletter, promotional email and abandoned cart series for Run Gum. Graphics for the promotional and abandoned cart emails can be found below. Click the button to see the copy and layout of each!

— Corporate Social Responsibility (CSR) Website —

Assignment: Think of an idea for a corporate giving program that your client could launch. Then, create four pages that would be a part of the CSR program’s section of your client’s website.

For this CSR website, I designed and wrote copy for sample pages covering Run Gum’s theoretical ‘Keep Running’ corporate giving program. This program would distribute proceeds from a Run Gum runathon fundraiser to youth-centered organizations in Eugene. The website included pages like an introduction to the program, application guidelines and more.