PR PROGRAM NAME: A Strategic Design for Susan Harbourt Designs
Client: Susan Harbourt Design ADV 410: Advanced Public Relations Spring 2015 Katrina Olson Group Members Angela Drewno Nicole Eggenberger Claire Grice Riviera McCollum Brianna Wirtz May 11th, 2015
Table of Contents Executive Summary--------------------------------------------------------------------------------------------3-4 Statement of Principles/ Philosophy Statement---------------------------------------------------------------5 Summary of Organization---------------------------------------------------------------------------------------6 Situation Analysis-------------------------------------------------------------------------------------------------7 Target Market Analysis------------------------------------------------------------------------------------------8 Strategic Recommendations-------------------------------------------------------------------------------------9 Message Recommendations------------------------------------------------------------------------------------10 Schedule----------------------------------------------------------------------------------------------------------11 Budget------------------------------------------------------------------------------------------------------------12 Evaluation Plan--------------------------------------------------------------------------------------------------13 Consultant Biographies-------------------------------------------------------------------------------------14-15
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Executive Summary
The Situation Susan Harbourt Design is unsure whether to direct her time towards her dream client or wholesale retailers. Susan’s outreach is not reaching her dream client and is having problems interacting with her customers for them to truly understand the Susan Harbourt brand and what the organization represents.
Main Public Crafty moms in their 30s to early 40s with a unique taste in jewelry that are looking for timeless pieces to add to their collection. They are not the typical mother who purchases jewelry with their children’s initials on it, but enjoy the quality and uniqueness of handmade pieces, even though it may be more of a financial investment.
Secondary Public Creative and unique mothers and grandmothers above the age of mid 40s that appreciate handcrafted jewelry. These women are not as internet savvy as our main public but enjoy similar activities such as attending yoga classes and shopping at trade shows as well as boutiques.
Addressing the Situation Our recommendations include different awareness, acceptance and action objectives that will strengthen Susan Harbourt Design’s relationships with her current and future publics. This campaign has a few different goals, but the overall theme is to spread the word about the Susan Harbourt Designs to the different publics. To do this, we must implement the different tactics discussed later in the proposal.
The Overall Message Susan Harbourt Design provides women with timeless, sentimental, and handcrafted jewelry that is irreplaceable and a one-of-a-kind.
Overview of Goals and Tactics Goal 1: Maintain strong relationships with our current customers • Tactic 1: Host bi-monthly jewelry parties to expose target audience to the Susan Harbourt brand • Tactic 2: Participate in at least 4 trade shows per year, including one outside of the Midwest area • Tactic 3: Create an email subscription newsletter which will be sent out to businesses as well as other individual subscribers featuring new items as well as in-season jewelry • Tactic 4: Send monthly mailing in the form of a postcard with seasonal promotions, new products, and best selling products of the given month Goal 2: Expand Susan Harbourt’s customer base • Tactic 1: Engage in a dialogue with women from around the world through weekly posts on Facebook, Twitter, Instagram, Pinterest, and LinkedIn 3
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Tactic 2: Create a blog using Wordpress to communicate with customers and generate excitement about Susan Harbourt’s jewelry Tactic 3: Post bi-monthly videos to YouTube with updates showcasing latest creations
Schedule We have established a 12-month strategic public relations plan to fulfill our two objectives of increasing sales by 20% and awareness by 10% within a year time period.
Budget We have to take into consideration the expenses for our interpersonal communication tactic that focuses on information exchange by hosting trade shows and jewelry parties. We also have to consider the cost of our organizational media tactic that focuses on direct mail, specifically catalogs to reach our target audience and insertions within local newspapers.
Evaluation Plan In order to evaluate our strategic plan, we will be measuring direct-mail circulation, impressions on social media websites, and keeping track of attendance at trade-shows.
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Statement of Principles/ Philosophy Statement
We plan to use the “best practices� public relations approach by researching how competitors are doing, what is going on in the jewelry industry, and seeing how other similar organizations have handled situations like Susan Harbourt’s. We chose the best practices approach because we believed that by comparing Susan Harbourt's Company to similar organizations, this would help us find a unique selling proposition to help Susan Harbourt Design distinguish itself as a more efficient and successful company in comparison to competitor jewelry companies. This unique selling proposition is key when creating a PR plan. We also believe that it is essential in public relations to portray open and honest communication to our publics at all times. Transparency will strengthen our positive relationships with clients and target audiences as well as show our commitment to helping organizations be the best they can.
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Summary of Organization Susan Harbourt Designs is an organization that specializes in handmade, one-of-a-kind jewelry from recycled sterling silver and reclaimed copper, specifically rings, necklaces, bracelets, bookmarks and sentimental gifts. Originally an engineer, Susan discovered her passion for crafting jewelry after taking 90 year old copper wire from her old house and creating a bracelet from the scraps. Today, she has nearly 200 products for sale that are successfully distributed worldwide. Susan Harbourt started on Etsy 10 years ago where she got a big following and was high in demand. She started her actual business as it’s known today, Susan Harbourt Designs, 3 years ago. She now makes one-of-a-kind items and items in bulk for wholesale retailers. Susan’s business gained popularity when some of her pieces were picked up on Uncommongoods and also when she made swag bags for the Oscars and Emmys. In the last year, Susan’s business has doubled in sales. Susan’s best selling item is currently the ombre ‘Forget Me Not’ on a cord necklace after being featured on Uncommongoods. Public perceptions of Susan Harbourt Designs are that the organization provides women with unique, customized jewelry at a low and affordable price. Her gifts are sentimental and timeless and also support local businesses and the environment. Her products are seen as contemporary, distinguished, innovative and of the highest quality. She has a good reputation with her customers because she delivers her high quality jewelry products quickly and efficiently, with customer satisfaction as her number one priority. The internal environment of Susan Harbourt Designs includes her performance, structure, internal impediments and niche. The organization successfully provides middle-aged women in their upper 30’s and lower 40’s who value unique, sentimental jewelry in their lives by using trade shows, catalogs and her online website to sell products. She uses communication structures including online advertising and promotions, social media, tradeshows and personnel to structure her business. An internal impediment is her disorganization of advertising and public relations with her customers and target audience. Susan Harbourt does a lot of her own advertising and connections with her customers that it is becoming too much for her to handle and keep organized. Susan’s niche is that she provides customers with one-of-a-kind, beautiful jewelry for women that is irreplaceable. The external environment of Susan Harbourt Designs includes competitors, supporters, opponents and external impediments. Competitors of Susan Harbourt is other local jewelry makers who also specialize in customized, handcrafted jewelry that offer products at a lower price. Supporters of Susan Harbourt include people who are interested in supporting the local economy and unique jewelry and also people who are passionate about the environment and recycling. Similar to Susan’s competitors, her opponents would be jewelry businesses that share similar mission statements. Artists on Etsy that sell similar products or local jewelry makes could act as opponents for Susan’s business. An external impediment that Susan’s business may face in the future is the economy. Depending on the state of the economy, people have more or less spending money and this will determine whether they are willing to spend money on goods that aren’t necessities. The state of the economy also determines prices for goods such prices for materials. An increase in cost for materials can increase costs of jewelry price, which could potentially lead to decrease in sales for Susan. If Susan were to keep prices of her jewelry the same while materials cost more, she would lose profit.
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Situation Analysis Overall, Susan’s problem is deciding whether to direct her time towards her dream client or wholesale retailers. Once this issue is solved, Susan can then focus her social media efforts to be specific for a certain market. Originally an engineer, does not believe that she is doing the best job possible because she was never trained in advertising, online promotions or social media. She is talented in the engineering manufacturing side of the jewelry business, but not the necessary training to advertise her jewelry. The problem with her outreach is that she does not know how to best devote her time due to the debate of whether to aim sales more at wholesale retailers or her dream client. Susan’s outreach is not reaching her dream client, which are moms of her current customers, meaning that she wants to reach middle-aged women in their upper 30’s and lower 40’s who enjoy shopping at boutiques and appreciate unique pieces. Susan gets her name out through trade shows during the summer and fall where she mostly sells to wholesalers. She gets the most joy out of making one-of-a-kind jewelry but makes the most money with wholesale accounts. Susan can also use some help being more interactive with consumers. She reaches out to customers with social media platforms such as Twitter, Facebook, Instagram, as well as email. She preplans this outreach based on upcoming holidays and heavy consumption periods. Susan also has routine posts which are posted through Hootsuite. Some important facts to know about the situations are the timing of increased consumption and demand, as well as information about the products and where they are sold. Susan tries to plan out her marketing calendar months ahead so she can meet deadlines. These deadlines include social media outreach, reaching out to wholesale accounts, trade shows, and upcoming holidays. Susan is busiest before Christmas (until Dec 15th) where demand decreases until Valentine’s Day where demand picks up until Mother’s Day. Susan sends emails to wholesale accounts and past retailers she’s worked with coupons for birthdays and holiday coupons for free shipping. Since Susan’s problem is reaching her dream client, it is also important to note who her dream client is. Her dream client is described as being in her late 30’s, upper 40’s. It is a woman who appreciates local businesses and supports them. She prefers to shop at stores like Trader Joe’s because she likes the experience of shopping. The dream client also likes trendy jewelry, as well as sentimental jewelry that isn’t typical sentimental jewelry. Potential consequences of the given situation includes a decrease in sales for Susan Harbourt, messages not being targeted strategically or effectively, and non-unified social media platforms.
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Target Market Analysis Susan Harbourt Designs’ main key public is composed of loyal customers to her products. They are the active public for Susan Harbourt, as they already know of her products and are actively purchasing her merchandise. These women are in their late 30s to early 40s. They are mothers that have free time to spend around the home, cooking, going to yoga classes, coffee shops, tending to their own gardens and possibly have a part-time job mainly for entertainment purposes. The typical “mom” jewelry that says “Mom” or has their kids initials is not something that they would purchase. They appreciate higher end jewelry that is unique and creative, such as themselves, as well as hand-made. They are not afraid to spend money on slightly more expensive jewelry because they believe the pieces they are buying have a story and are made with intention and reason. They plan to hold on to these jewelry pieces for the rest of their life as well as show their girlfriends what they bought. Quality over quantity is a statement that these women stand by. Pinterest and Etsy are just a few websites that these women are curious about, they dabble with them during their free time but are not completely invested. They are interested in creative things that are available to them at a convenient ease. Susan’s secondary key public is composed of women that are a bit older than mid 40s. This group can include grandmothers and retired women who still enjoy and appreciate the value of handcrafted jewelry that shows creativity and uniqueness. These women still enjoy similar activities as Susan’s key public such as shopping at boutiques, gardening, going to coffee shops and taking yoga classes, but aren’t as involved with social media and online shopping. It is very possible that these women have learned about Susan Harbourt and her company through their daughters or daughter-in-laws, who are a part of the main key public, or from going to trade shows since they are most likely retired and have the free time. These women are known to be the aware category of Susan’s publics, as they know that the company exists but do not act on purchasing the merchandise. Similar to the main key public, they are interested in quality over quantity and prefer to purchase jewelry that they believe does not only look beautiful and unique but is a piece that tells its own story. These women are not as internet savvy as Susan’s main key public and therefore receive their information about the company by word of mouth, or potentially email subscriptions to websites that their daughters help them with. The current position of Susan Harbourt Designs in the main key publics’ mind is a successful, fun and unique business that is operating both professionally and personally. Her business provides her main clientele with jewelry that they can cherish for years that is timeless and creative. It is also known as higher end more expensive jewelry than just a purchase they would make without taking the time to consider. Where as the current position of Susan Harbourt Designs in the secondary key public’s mind is a creative jewelry company that they would consider purchasing from but do not know much about. They recognize that it is stylish and would be considered a good investment for their jewelry collection long term. Although the current position of Susan Harbourt Designs in both the main key public’s and secondary key public’s minds is admirable, our desired position is a bit more emotionally involved. The position that our PR team seeks for Susan Harbourt Designs is there is no other jewelry in the world like Susan Harbourt’s and her customers should feel special wearing her unique design as well as they are supporting a local business from a mom similar to themselves.
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Strategic Recommendation
Goal 1: Maintain strong relationships with current customers • •
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Public: Women in their early 30’s and lower 40’s with a strong appreciation of detailed, unique, and handcrafted jewelry Objective 1 (Action): Increase number of events that Susan Harbourt hosts with customers by 12% within a year time frame o Strategy: Using special events for face to face interaction with the publics Tactic 1: Host bi-monthly jewelry parties to expose target audience to the Susan Harbourt brand Tactic 2: Participate in at least 4 trade shows per year, including one outside of the Midwest area Objective 2 (Action): Increase sales of the Susan Harbourt brand by 20% within the first year of our PR implementation plan o Strategy: Reach out to wholesale distributors to potentially build business partnerships with these publics for the Susan Harbourt brand along with networking opportunities Tactic 1: Create an email subscription newsletter which will be sent out to businesses as well as other individual subscribers featuring new items as well as in-season jewelry Tactic 2: Send monthly mailing in the form of a postcard with seasonal promotions, new products, and best selling products of the given month
Goal 2: Expand Susan Harbourt’s customer base • •
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Public: Women in their early 30’s and lower 40’s with a strong appreciation of detailed, unique, and handcrafted jewelry Objective (awareness): The objective is to increase our target audience awareness of the Susan Harbourt brand by 10% within a year time frame o Strategy: Use social media to connect with new customers Tactic 1: Engage in a dialogue with women from around the world through weekly posts on Facebook, Twitter, Instagram, Pinterest, and LinkedIn Tactic 2: Create a blog using Wordpress to communicate with customers and generate excitement about Susan Harbourt’s jewelry Tactic 3: Post bi-monthly videos to YouTube with updates showcasing latest creations
Message Recommendations A reasonable and attainable spokesperson our PR team recommends for Susan Harbourt would be a local news channel anchor by the name of Jennifer Roscoe. To begin with, Roscoe is well-known for her Emmy nominated special called “Angels Among Us- Where Are They Now?”. Roscoe is the perfect spokesperson because Susan’s key public will be able to relate to her. She lives in Champaign, Illinois and is a mother of two. According to her biography, her interests include working out, cooking, reading, dancing and seeing movies. Roscoe’s interest in showcasing children’s accomplishment, including accomplishments outside of sports, can help get the attention of women in Champaign who are mothers and are busy with their children but at the same time enjoy sentimental pieces of unique jewelry. Her interest can generate word-ofmouth support of the Susan Harbourt brand and increase awareness of her products. After wearing Susan Harbourt jewelry, Jennifer Roscoe can endorse products from personal experience. Although she is not an expert in the sense of jewelry creation, she will have a strong enough knowledge about the products (jewelry) she is speaking about. Jennifer Roscoe will be able to speak truthfully and independently about the topic because it will be her own testimonial of the Susan Harbourt brand and experience in general. We expect our spokesperson to provide true and accurate information regarding the jewelry and what she thinks of the products. Our spokesperson has the ability to influence the key public’s perception of the products by persuading them that Susan Harbourt Design are high-quality products as well as increase awareness of her brand by wearing jewelry pieces on-air. Susan Harbourt’s brand image and message is that her company will provide quality handcrafted, customizable jewelry made out of recyclable materials. Susan Harbourt creates pieces which are trendy and that can be sentimental; every jewelry piece has a story behind it. These one-of-a-kind pieces hold a special place to every customer’s jewelry collection. The company’s brand image and message appeals to virtues by holding a certain value and compassion in the way that products are made and distributed. Therefore, our message makes an emotional appeal because it appeals to family values, as well as virtues. Susan Harbourt gives women a sense of love and remembrance because personal memories are represented symbolically through jewelry. Susan’s jewelry also stays loyal to her message and also is reducing environmental impact from using recyclable material. Using an emotional appeal is important because it helps customers form a personal connection with the company and makes them more likely to remain loyal to the company. There are many companies with similar products, but the emotional appeal will help them keep Susan Harbourt products top-of-mind. The message makes a rational appeal because it informs that audience about the benefits of Susan Harbourt Design which are the use of quality of the pieces, the recyclable materials used, and the handcrafting of each jewelry piece. This message is describing why Susan’s jewelry is different than jewelry made by other companies and makes a unique selling proposition. The message features a value proposition suggesting that women who buy pieces from Susan Harbourt Design can expect good quality jewelry that is handcrafted, made from recyclable material, and that is one-of-a-kind. Our primary verbal message is that customers cannot get jewelry pieces like this from a different company. Susan Harbourt Design pieces are all made by hand which insinuates that there is time and effort that goes into the creation of every piece, meaning that they are made with care- a unique selling proposition. Comparison of Susan Harbourt Design pieces and jewelry made by other companies supports our claim that Susan’s jewelry is one-of-a-kind and that customers cannot get jewelry like this anywhere else. Jewelry pieces can be compared in terms of quality of material, appearance, and uniqueness. Susan Harbourt Design could include more symbolic use of color and a symbolic setting to evoke a sense of continuity that would be more memorable to her audience. Susan Harbourt Design already has a logo that is designed well. It is elegant, yet fun and appropriate for the key public. An improvement that could be made with logo is perhaps including the word “jewelry” in it so that people understand what is meant by “Susan Harbourt Design” which can mean a variety of things including like art and fashion. Also,
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Susan can use symbolic language which describes her jewelry pieces as sentimental. An example of this could be “every jewelry piece has its own story”. Statements such as these can influence the key public’s perception of the brand.
Schedule We have established a 12-month strategic public relations plan to fulfill our two objectives of increasing awareness by 10% and sales by 20% within a year time period by maintaining a strong relationship with customers as well as expanding our consumer base. May: Susan’s first month of this plan requires a lot of training and relationship building with her recently hired intern. She will have to set up her blog, YouTube channel and other social media websites. They will also collaborate on creating Susan’s catalog and direct mail prior to setting up any trade shows and jewelry parties. Knowledge of last year’s sales and setting monthly goals is required to maintain the longterm goal. June: Susan and her intern’s responsibilities now include posting and videotaping weekly blog posts and bi-monthly YouTube videos. Getting some additional exposure is crucial as they start calling to rent out venues for any upcoming trade shows and jewelry parties. July: As summer fashion trends start to fade with the school year coming up, Susan and her intern’s main objective of this month is to mail catalogs to her most loyal clients and start placing advertisements in the most prominent newspapers that will reach her dream client. Susan’s blog posts should continue to be a weekly thing and fall trade shows and jewelry parties should be scheduled. August- October: Attending jewelry parties and trade shoes are crucial for this time of year. Weekly blog posts and Susan’s second YouTube videos should be more creative and reflect the events that have happened during these months. In October, she should be reaching out to participate in interviews on broadcast channels that her key public watches and on local (terrestrial) radio stations in the area. November-January: Susan and her intern’s main objective of this month is to mail catalogs to her most loyal clients and start placing advertisements in the most prominent newspapers that will reach her dream client for her winter jewelry. Susan’s blog posts should continue to be a weekly thing and YouTube videos should continue to be bi-monthly. Winter trade shows and jewelry parties should be scheduled. Susan should be having interviews on broadcast channels to promote her winter jewelry as well. February- March: Spring fashion trends should be planned out; Susan should be participating in more interviews on broadcast channels as awareness about her brand has taken off. Her blog posts and YouTube videos should continue to be consistent, as should her advertisements for any upcoming events she has scheduled. April: Evaluate Susan’s sales and brand awareness statistics and see if our strategic public relations plan reached our two objectives of increasing sales by 20% and awareness by 10% within a year time period.
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Budget Our interpersonal communication tactic is to focus on information exchange including trade shows and jewelry parties. In order to implement this tactic, we would have to take into consideration the following expenses: - Hourly wage for the intern - Travel costs - Supplies for jewelry parties - Renting out venues Our organizational media tactic is to focus on direct mail, specifically catalogs to reach our target audience and insertions within local newspapers. Expenses for this specific tactic would include: - Stamps - Paper/ ink to print - Rates to advertising within a specific newspaper
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Evaluation Plan Our interpersonal communication tactic is to focus on information exchange including trade shows and jewelry parties. We plan to measure the success of this tactic by tracking attendance of each trade show by having visitors write down their email while visiting the Susan Harbourt booth. At private jewelry parties, we will have Susan Harbourt keep track of how many women attend the party and also ask for their email addresses. Our organizational media tactic is to focus on direct mail, specifically catalogs to reach our target audience. We will measure the success of this tactic in many ways. First of all, we would test the catalog and its effectiveness by only sending it to past customers and seeing if sales occurring are from returning customers that would signify that the catalog is making them aware of new jewelry pieces. Perhaps, Susan can implement a coupon code in the catalog in order to track sales that resulted from the catalogs. Lastly, Susan can track sales based on when catalogs are sent and analyze sales data to determine if sales increase during the time frame catalogs have been sent out or soon after the catalogs have been sent out. In order to reach Susan’s key public, we felt that we should target them with direct news material. To begin with, we would use direct news material to target Susan’s key public by inserting event listings in the local newspaper in Champaign, which would tell the local audience about product demonstrations that Susan would be doing within the area. We can also use the local newspaper, as well as the Chicago Tribune to insert news pieces about Susan’s jewelry such as events she was involved in, as well as to insert feature pieces, which would include information about Susan and her company. Susan could also provide a feature article that explains the process of making handmade jewelry that people can try to recreate. For interactive news opportunities Susan could participate in interviews on broadcast channels that her key public watches and on local (terrestrial) radio stations in the area. Our key public could be reached on news and talk, as well country music radio station channels because these radio channels tend to be listened to mid-aged women. We will measure this tactic by the amount of sales after we execute with these news media tactics. In order to reach Susan’s target market, our Advertising and Promotional tactic is to utilize a blog as well as YouTube in her social media usage. For the blog usage, we would create posts weekly or biweekly (depending on time and success of the blog) about the up and coming products to be created by Susan, as well as information regarding Susan’s company. Women would enjoy to see these things being discussed on the blog as well as how Susan began her company and created such a successful living. The use of YouTube would tie into the blog, as we would create YouTube videos to coincide with the blog posts and add the link into the blog posts. Some possible video ideas would be short interviews with Susan, possible tutorials on how to keep your jewelry looking its best as well as some fashion tips on pairing jewelry with other regular apparel/fashion. Our objective is to keep a dialogue between the public and our client. We can measure this success by the amount of impressions and views each channel has. 13
Consultant Biographies Angela Drewno: drewno2@illinois.edu Angela Drewno is a senior at the University of Illinois graduating with a B.S. in Advertising and a minor in Communication. During her junior year, she lived in Italy in order to study abroad and participate in an advertising program. She has experience in the field from interning at Stevens & Tate Marketing and Advertising in the account services department. During her time at Stevens & Tate, she participated in a project which revamped the Attraction Marketing brand’s website’s design and content. Her experience also ranges from social media to public relations thanks to HerCampus, an online resource for college-aged women. She is looking to continue pursuing a career in advertising. Nicole Eggenberger: eggenbe2@illinois.edu Nicole Eggenberger is a senior at the University of Illinois graduating with a B.S. in Communication and Spanish and receiving a Professional Development Certificate in Public Relations through the College of Media. She recently interned with Philips Healthcare last summer under their marketing and sales department, working with clients worldwide to effectively sell medical products. She helped their CT imaging product line reach their most optimal sales in 8 months and identified a unified marketing platform for their CT imaging products. She currently works as a social media blogger at University of Illinois Admissions, highlighting the campus community to over 2,500 followers. Claire Grice: cgrice2@illinois.edu Claire Grice is a senior at the University of Illinois graduating with a B.S. in Advertising and a minor in Spanish. She recently was involved with the Public Relations Committee for Ebertfest this Spring. During her collegiate years, Claire studied abroad twice in Barcelona, Spain studying Spanish, as well as London, England studying Media. Recently accepted into the Masters of Arts and Entertainment Management program at Columbia College Chicago, Claire hopes to continue using the skills she has gained from the University of Illinois and apply them to furthering her education in the arts world. Riviera McCollum: rsmccol2@illinois.edu Riviera McCollum is a junior at the University of Illinois pursuing a B.S. in Advertising with a Media Sales Certificate. She is currently an intern for the Illini Media as an in-house sales representative and the guerilla marketing team captain for The Black Sheep. Her duties include selling advertising space to local rental companies, departments, and registered student organizations for the Daily Illini, Buzz Magazine, and WPGU 107.1 FM at Illini Media. For The Black Sheep, she works with the National Marketing Director on crafting the marketing plan for The Black Sheep and their partner clients on campus. Riviera is also the formal recruitment chair 14
for her sorority and has been planning and overseeing the 2015 formal recruitment process by instructing her peers and implementing a rehearsal for recruitment of 50-60 collegiate women. Brianna Wirtz: bwirtz2@illinois.edu Brianna Wirtz is a senior at the University of Illinois graduating with a B.S. in Advertising and receiving a Professional Development Certificate in Public Relations through the College of Media. During her junior year, she studied abroad in Rome, Italy learning how to effectively market to differing cultures. She has maintained a 3.70 out of 4.00 during her collegiate years. Brianna interned with a local business called Green Purpose where she was a Marketing and Social Media Intern. She currently works for as a Sales Associate for Victoria’s Secret and as a Student Development Representative for the University of Illinois Foundation. Brianna was recognized for her positive attitude and selling skills by Victoria’s Secret in August of 2014 as their Employee of the Month. She was also nominated Student Development Representative of the Month by the University of Illinois Foundation in September of 2014 for her sales skills. She individually raised over $36,000 for the University in a three week time period.
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