Public Relations Portfolio
2367 Emerald St. Eugene, OR. 97403 541.206.9392 hmaxwell@uoregon.edu Twitter: hayleymaxwell www.hayleymaxwell.wordpress.com
___________________________________________________________________ Education • University of Oregon, Bachelor of Arts expected: June 2010, double major in Advertising and •
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Public Relations, double minor in Business Administration and Communication Studies Cumulative GPA: 4.00 AHA Study Abroad Program in Siena, Italy. September 2008- December 2008 2009 Junior Scholar Award: awarded to the top 100 students in the University of Oregon’s 2008- 2009 junior class Leadership Award from Alpha Kappa Psi Professional Business Fraternity: 2009 National Member of the Year
Communications Experience • Account Planner , September 2009- Present. Upstream Advertising. o Conducted research, wrote the creative brief, and developed the strategy for a campaign •
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pitched in the American Advertising Federation’s National Student Advertising Competition for client State Farm. Alpha Kappa Psi Professional Business Fraternity , April 2008- Present. o Executive Board Member, February 2009- Present. Acted as part of an eleven member board to run the organization for one year, which included forecasting and planning all events and meetings, networking with local professionals, and budgeting. o Head of the Marketing and Advertising Committee, March 2009- Present. Created news releases, print ads, and rush campaigns. Marketing Intern , June 2009- January 2010. The District, Eugene, Ore. o Used Facebook, Twitter, MySpace, su.pr, Google Analytics, and Wordpress to promote the nightclub. Increased traffic to the Web site via Facebook by 429 percent over six months, and via Twitter by 121 percent over six months. Account Executive , April 2008- June 2009. Allen Hall Public Relations, Eugene, Ore. o Created media kits and press releases, and pitched stories to various media for clients.
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Brand Manager , January 2009- March 2009. Parallel Imaging Corporation, Eugene, Ore. o Created a logo, tagline, and presentation materials for the new venture medical business.
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Freelance Writer , September 2007- June 2008. Oregon Daily Emerald, Eugene, Ore. o News reporting and special feature writing, including a front page feature story.
Additional Experience • General Manager , July 2009- Present. Cold Stone Creamery, Eugene, Ore. Promoted from Shift Manager, May 2006-July 2009.
Organizations and Honors • • • • • • •
Mortar Board Senior Honor Society Golden Key International Honour Society National Society of Collegiate Scholars Kappa Tau Alpha Honor Society in Journalism and Mass Communication University of Oregon Dean’s Scholarship Columbia Scholarship in Journalism and Mass Communication University of Oregon General Scholarship
Skills • Adobe Creative Suite: PhotoShop, InDesign, Flash, and Illustrator •
Microsoft Office: Word, Excel, Office, and PowerPoint
The following social media work was executed for The District, located in Eugene, Ore., where I served as a marketing intern from June 2009- December 2009.
o My job consisted of the strategic use of Facebook, Twitter, MySpace, YouTube, su.pr, Google Analytics, and Wordpress to promote the nightclub. Traffic to the venue’s Web site via Facebook increased by 429 percent during my six month internship, and via Twitter by 121 percent. Google Analytics:
Screen Shots from Facebook and Twitter:
The next two pieces are an e- mail pitch and a news release that I wrote during my time as an account executive at the University of Oregon’s student- run public relations firm, Allen Hall Public Relations. Both pieces were used in pitching to various media outlets. I wrote the following pitch letter while working for Allen Hall Public Relations client Dexter Hawk. Mr. Hawk’s audiobook was ranked number one in libraries nationwide at the time that I was working on this account and this pitch was sent to hundreds of media outlets across the country.
SUBJECT: Powerful, Timely Book Aids Job Seekers & Propels Unknown Author to #1 BODY: In an economy where millions of people are unemployed, Dexter Hawk’s 25 Things to Say to the Interviewer to Get the Job You Want makes the prospect of landing a job finally attainable for those affected by the nation’s job crisis. Finally, jobseekers are presented with practical advice telling them exactly what they need to say to interviewers to stand out in a sea of applicants. As a result, the audiobook is currently ranked number one by libraries nationwide. Dexter Hawk is available for interviews and can give your listeners tips on job interviews generally or even specific tips for individual situations. With unemployment at X% in YOUR STATE, this is a topic likely on many of your listeners’ minds. To find excerpts of the audiobook, more information on the breakaway success of this book, or to download the audiobook for yourself, go to http://dexterhawk25.wordpress.com <http://dexterhawk25.wordpress.com/ >. If you’d like to book an interview with Dexter Hawk or need more info, please let me know. Thank you, Hayley Maxwell (541) 206-9392 Hayley@vervenorthwest.com
Contact: Hayley Maxwell (541) 206-9392 Hmaxwell@uoregon.edu FOR IMMEDIATE RELEASE
Historic Shelton-McMurphey-Johnson House to Host Living History Day Event In one of its largest event of the year, the Shelton-McMurphey-Johnson House’s Living History Day celebrates the Fourth of July early and provides fun for all ages at the historic Eugene landmark EUGENE, Ore. – April 29, 2008 – Eugene’s rich history comes to life as one of its oldest residences, the Shelton-McMurphey-Johnson House, transforms on Sunday, June 22, for Living History Day. This family event features live music, old-fashioned games and crafts, food for purchase and free ice cream. “It’s a great opportunity for the community to come out and learn more about an important piece of Eugene’s history in an atmosphere that is both fun and educational,” says Shelton-McMurphey-Johnson House director Amy Crain. Living History Day immerses guests in the experience of a party in Victorian Eugene. Among the activities planned are an ice cream social, a kid’s craft area, presentations to bring the house’s rich history to life and Victorian-era party games. The event will be an early Independence Day celebration and the house, which was built in 1888, will be decorated in a patriotic theme. Also featured will be the house’s “Patriotism, Heart, and Home: The War Years as Seen from the Shelton-McMurpheyJohnson House” exhibit on display in the house from June through August. (more)
The Shelton-McMurphey-Johnson House board of directors hopes the event will raise awareness about the Eugene landmark and promote family-focused activities in the community. “It’s going to be a lot of fun,” says board member Mikayle Anderson. “I encourage people of all ages to come because there will truly be something for everyone.” The Shelton-McMurphey-Johnson House hosts other events throughout the year, but this year’s Living History Day will be the largest outdoor event of the year. Admission is $3 for adults and $1 for children, but a family can attend the event for only $5. The Shelton-McMurphey-Johnson House is located on the south side of Skinner Butte overlooking downtown Eugene at 303 Willamette Street. Parking for the event is available on nearby neighborhood streets and in the parking lot across from the house on Shelton-McMurphey-Johnson Boulevard.
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Hayley Maxwell Startronics Solar Lighting 63065-D Sherman Road Bend, OR 97701 hmaxwell@uoregon.edu 541-206-9392 Dear Media Representative, We hear it everyday in the media, from politicians and from leaders in the fields of scientific research: “we have to change our ways before it is too late.” We must reduce our carbon footprint. We must conserve and recycle nature’s limited resources. So what small steps can we take to create huge strides toward energy conservation? Startronics Solar Lighting has the answer. With a line of products that use the latest advances in solar electric lighting, Startronics Solar Lighting offers the Northwest a viable solution for residential and commercial energy efficiency. With Startronics’ solar electric lighting products, it literally becomes possible to recycle nature’s light. With solar energy, the only cost consumers carry is the initial purchase of the solar unit. Once installed, there is absolutely zero cost to power a solar unit because the product’s solar panels collect enough energy directly from the sun. Using the latest advances in efficient light emitting diode (LED) technology and compact fluorescent lighting fixtures, Startronics’ products gather the sun’s energy to power the fixtures. Besides the cost-saving benefits of solar energy on your electric bill, solar lighting and electricity are also tax deductable. You can receive a tax deduction of up to $2,000 from the federal government alone, not to mention the tax incentives available from city and state governments as well when you power your home or business with solar energy. Businesses can benefit a number of ways from Startronics’ diverse product line. Some of the company’s most cutting-edge products are designed for public restrooms, transit shelters, outdoor signage and kiosks. Startronics, an authorized dealer of Kyocera Solar Inc., carries the world’s leading environmental solar energy solutions, providing products that are cost-effective, reliable and hassle-free. Please help us spread the word about the benefits of solar lighting and electricity. Attached you will find a news release, brochure, radio spot and print advertisement. If you have any further questions or would like ideas for feature articles, please do not hesitate to contact me at 541-206-9392. Sincerely,
Hayley Maxwell
Startronics Solar Lighting 63065-D Sherman Road Bend, OR 97701 CONTACT: Hayley Maxwell hmaxwell@uoregon.edu 541-206-9392 With Incentives, rebates and price cuts, solar energy is not as expensive as it MIGHT SEEM EUGENE, Ore. – December 1, 2009 – While solar energy itself is essentially free, harnessing this energy to power a home or business can be an expensive feat. Well, not anymore say industry experts. “For solar shoppers these days, the price is right,” says Kate Galbraith, columnist on renewable energy for The New York Times. “Panel prices have fallen about 40 percent since the middle of last year.” While solar panels result in long-term energy savings, it may take an expensive initial investment to purchase a solar unit. Historically, the cost of switching to solar energy takes approximately 20 years at the soonest to pay for itself in energy savings. However, with price cuts, tax incentives and the possibility of generating surplus energy to sell back to local utilities, the payback cost of solar energy plummets for consumers. Startronics Solar Lighting, located in Bend, Oregon, facilitates the process of transitioning to solar power for Northwest consumers. An authorized Kyocera Solar Inc. dealer, Startronics carries the full line of products from one of the world leaders in solar energy solutions. Many of Startronics’ products, like its solar shedlight, offer effortless solar solutions for ordinary household needs. Startronics Consultant Patrick Maxwell says, “Solar lighting in today’s economy is an even wiser option than ever before because of the money available through government funding and because of the environmental issues we are currently battling.” These elements, both economic and environmental, result in a number of affordable options for consumers seeking solar solutions. First, solar lighting and electricity are tax deductable on the city, state and federal levels. It is possible to receive up to $2,000 in tax credits from the federal government alone. Another opportunity to save is through energy efficient mortgages, which allow consumers to incorporate the cost of switching to solar energy into their mortgage loan
as a home improvement expense. Such mortgages allow consumers to avoid paying out-of-pocket for solar energy solutions. An additional cost-saving solution is net metering, a process that allows households to sell surplus power back to local utilities for profit. Especially on sunny days, it is possible for a household to generate more solar power than is needed. Beyond its economic benefits, solar energy is also an environmentally friendly energy solution. Solar power does not emit harmful fumes or pollutants, making it a green energy option that helps to protect the environment. For more information on the affordability of solar energy, the environmental benefits of solar solutions or how Startronics Solar Lighting helps consumers find the right solar energy solutions to fit their home or business needs, please contact Hayley Maxwell at 541-206-9392. More information on Startronics’s full line of products is available online at www.startronics-solar.com. #####
“The Benefits of Solar Energy” 3-Fold Brochure Startronics Solar Lighting PANEL 1: HEADLINE:
With Startronics Solar Lighting, You Get More than You Bargained For
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SUBHEAD:
(placed over the image): a checklist with each box checked. On the list: Energy Efficiency (check), Cost Effectiveness (check), Conserving Nature’s Precious Resources (check).
LOGO:
Startronics logo centered at bottom of page
PANEL 2: SUBHEAD:
How Does Solar Energy Help You Save?
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1. The singular cost associated with a solar energy unit is the cost of purchasing the unit itself. Once installed, solar energy costs nothing. The more solar power used to power your home or business, the more money you save on electric bills. 2. Solar lighting is also tax deductable on the city, state, and federal levels. It is possible to receive a tax deduction of up to $2,000 from the federal government alone for switching to solar power. 3. Residential consumers can receive financing for switching to solar power through energy efficient mortgages. These mortgages allow consumers to incorporate the cost of switching to solar energy into their mortgage loan as a home improvement expense. Energy efficient mortgages can be used for new houses under construction, or for existing homes. This allows consumers to avoid out-of-pocket expenses when choosing solar power.
PANEL 3: SUBHEAD:
Why Choose Startronics?
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Startronics is an authorized dealer of Kyocera Solar Inc. products and offers Kyocera’s full line of solar energy products for distribution throughout the Northwest. Kyocera is one of the world’s largest verticallyintegrated producers and suppliers of solar energy products, using the leading technology in solar solutions. Kyocera products are compact, cost-effective, reliable and hassle-free.
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(text wraps the Kyocera logo on the left side)
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Startronics also carries products from trusted brands like Tuff Shed and Morningstar. Startronics lighting products use
the latest advances in light emitting diode (LED) technology and compact fluorescent lighting. Startronics Solar Lighting is here to support you every step of the way in discovering the solar solution that best fits the needs of your home or business. Our expert staff can assist you in selecting the units that best suit your needs and provide you with an accurate price quote over the phone. Our user-friendly Web site, online at www.startronics-solar.com, provides all of the resources necessary to make an informed decision about your solar energy needs. A full catalogue of Kyocera products is just a click away. PANEL 4: SUBHEAD:
What does Startronics Offer for My Home?
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The Tuff Shed Solar Shedlight for Backyard Storage
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COPY: Installs
effortlessly with no electrician and unplugs easily for use as a handheld light. Plus, there is zero operating cost to run the Tuff Shed Solar Shedlight because it runs on 100% solar power.
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The Full Line of Kyocera Solar Energy Products
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COPY: that fits your
Call
SUBHEAD:
What does Startronics Offer for My Business?
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Solar Powered Sign Lighting
IMAGE:
or click today to find the solar solution needs.
COPY: Solar Charged Lighting Systems for Remote Restrooms, Walkways, Entrances and Access Areas IMAGE:
COPY:
And so much more!
PANEL 5: SUBHEAD:
How Do Solar Energy Units Work?
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Solar energy recycles the sun’s natural light. The two methods of collecting solar energy are the solar thermal process and the photovoltaic (PV) process, both of which require the use of solar panels. Startronics’ products use the PV method of generating electricity, where solar panels absorb solar radiation and cause a chemical reaction that creates electricity. This energy is either used right away, or stored in a battery for later use. Solar energy does not emit harmful fumes or pollutants, making it a green energy option that helps to protect the environment.
PANEL 6: HEADLINE:
Call or Visit Us Online Today
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1-800-811-1985 www.startronics-solar.com Startronics Solar Lighting 63065-D Sherman Road Bend, OR 97701
LOGO:
Startronics Logo centered at bottom of page
Startronics Solar Lighting 63065-D Sherman Road Bend, OR 97701 CONTACT: Hayley Maxwell hmaxwell@uoregon.edu 541-206-9392 “SHED LIGHT” :60 SEC. RADIO SPOT (sfx: crashing buckets and metal) LITTLE BOY: OWWW, DAD I CAN’T FIND IT! (sfx: more clattering) FATHER: KEEP LOOKING SON, IT’S IN THERE SOMEWHERE. LITTLE BOY: CAN’T WE TURN ON A -(sfx: loud crash) FATHER: (sucks in breath) OUCH. LITTLE BOY: LIGHT? FATHER: UNFORTUNATELY, THERE’S NO ELECTRICITY OUT HERE IN THE SHED. FEMALE ANNOUNCER: STOP FUMBLING AROUND IN THE DARK. STARTRONICS SOLAR LIGHTING OFFERS SOLUTIONS FOR ALL OF YOUR SOLAR NEEDS. AS AN AUTHORIZED KYOCERA SOLAR DEALER, STARTRONICS SOLAR LIGHTING IS THE NORTHWEST’S SOLUTION TO ENERGY EFFICIENT SOLAR LIGHTING FOR EVEN THE MOST HARD TO ILLUMINATE SPACES. CALL TODAY AT 1-800-811-1985 OR VISIT US ONLINE AT STARTRONICS DASH SOLAR DOT COM TO CHECK OUT OUR FULL LINE OF CUTTING-EDGE SOLAR LIGHTING PRODUCTS. OUR PRODUCTS CAN BE CUSTOMIZED TO FIT YOUR NEEDS. GET OUT OF THE DARK AND START SAVING WITH SOLAR ENERGY TODAY. LITTLE BOY: DAD, I CAN’T EVEN FIND THE WAY BACK TO THE HOUSE! FEMALE ANNOUNCER: OH, AND OUR COMPACT, SELF-CONTAINED BACKYARD SHED LIGHTS COME OFF THE WALL FOR USE AS A HAND HELD LIGHT. JUST IN CASE YOU NEED IT. (sfx: crashing) LITTLE BOY: (whining) DAD! FEMALE ANNOUNCER: STARTRONICS SOLAR LIGHTING, EFFICIENT
LIGHTING FOR EFFICIENT LIVING. #####