Brianna PetersonCapComm Spring 2013

April 2nd, 2013

Table of Contents:1: Introduction 2-4: Advertising Copy and Design5-8: Media Planning and Buying9-11: Advertising Research and Marketing12-14: Advertising Campaigns15-17: CapComm18:Examples Of New Work19: Conclusion20:Resume 21: Cover Letter

Introduction:Upon my arrival to Howard University four years ago, I knew very little about advertising. I was excited and anxious to learn about an industry that had the ability to influence millions of people with an image or phrase. Throughout this semester, I have been privileged to work with experienced and talented professors that have influenced and challenged me to eventually become a young, black professional in this fast-paced and ever-changing environment. This portfolio includes samples of my work in various advertising classes, a cover letter to a current job offer, a resume, and a new advertising concept designed for the incoming class of 2017.

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Advertising Copy and Design:In spring of 2011, I completed Advertising Copy and Design with Professor Johanna Jenkins and learned how to create more effective concepts for all media through the text and design of an advertisement that aims at catching and holding the interest of a prospective buyer. I was able to work on a campaign titled “wHU’s Unplugged,” a call to action campaign that attempted to persuade the students of Howard University to go one day without headphone in attempts to get them reconnected with their fellow peers. Through guerilla marketing and eye-catching advertisements, my team was able to successfully get the message across to many students. I also was given the privilege to work on a joint venture advertisement for the nonprofit organization Malaria No More in conjunction with the popular social network Twitter. Through the advertisement, I was able to spread the word about World Malaria Day and help raise money for the popular foundation.

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Media Planning and Buying:

During fall 2011, I completed Media Planning and Buying with Professor Sheryl Oliver and learned about the task of a media agency, as well as finding the most appropriate media platforms for a client's brand or product. The job of media planning involves several areas of expertise that media planner use to determine what the best combination of media is to achieve the given marketing campaign objectives. I was able to work on a Nissan campaign in which the overall goal was to increase the company’s multicultural demographic by 15 percent. My team and I put together a media plans book that gave a situation and competitive analysis, showed the media habits of our target audience and gave an in-depth analysis of the key demographic, as well as showcased our objectives, strategies, and tactics for Nissan. With an advertising schedule, budget allocation, and evaluation in place, we were able to successfully deliver the overall idea to the client.

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Advertising Research and Marketing:

In spring of 2012, I completed Advertising Research and Marketing with Professor Christal Johnson and learned specialized forms of marketing research that are conducted to improve the efficiency of advertising. I was able to continue working on the Nissan campaign and did in-depth research primarily on the target audience. My team and I created a problem statement, research objectives and strategies, a research methodology, and a survey to narrow down and comprehend the selected demographic. At the end of the semester, we were able to come to a better understanding of who this group of people was and how we could market to them more efficiently. I have included the situation analysis, the research methodology, and an example of the survey that was used to target our demographic.

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Advertising Campaigns: In Fall 2012, I completed Advertising Campaigns with Professor Christal Johnson and learned how to create messages that share a single idea and theme that will be shared among different medias during a specific time frame. My team and I worked with the National Black Chamber of Commerce and assisted them with a campaign that would advertise the Pan African Entrepreneurs Conference. We determined a campaign theme and set the tone for the individual advertisements and other forms of marketing communications that were used. We decided among promotional events and activities and developed a marketing mix for the client. The campaign that we created looked to increase the overall awareness of the conference and gain new members. I have included an example of the situation analysis, part of the survey used to target our demographics media habits, as well as the SWOT analysis.

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WEAKNESSES

1. No female speakers at the conference, to appeal to women of the Black Diaspora.

2. No corporate sponsor to support the vision of the PAEC

3. Lack of sufficient staff to support advancing media efforts

THREATS

1. States such as Wisconsin and Arizona have their own entrepreneurship networks that create competition for the PAEC

2. Black Enterprise offers an annual conference with a similar vision that incorporates a more extensive agenda than the PAEC

3. Global Entrepreneurship week (this needs to be mentioned in competition section) takes place during the same time as the PAEC, which can divert potential registrants.

STRENGTHS

1. Affluent speakers like Prosper Adabla (CEO of New-Capital Holdings) and Robert Abbede (President & CEO-Chester Engineers) who will provide a voice for PAEC.

2. PAEC offers networking opportunities and policy reform information beneficial to entrepreneurs

3. PAEC has a social and technological presence through social media sites

OPPORTUNITIES

1. Increasing social media activity will increase awareness of the PAEC

2. Partnering with various corporate and government sponsors will provide funding in order to expand the budget for advertising.

3. Partnership with other entrepreneurship based organizations who share the vision of the PAEC

SWOT Analysis:

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CapComm:

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This semester, I am currently completing CapComm, a senior exit course that allows me to utilize all of the lessons I have learned in regards to advertising during my four years at Howard University. My team and I have been given the opportunity to work with Hazel Trice Edney, the creator of Trice Edney Wire, a popular black online news source. She looks to update her website, increase subscribers, and become more involved and active on social networking sites. I have drafted tweets for her Twitter page as well as given her materials to update her LinkedIn page for interested viewers. I have included some of the deliverables given to the client during this semester.

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Twitter Posts: 1.Howard University President Ribeau Lists ‘Sacrifices’ to Keep Up With Operating Cost (insert website link)2.The Student Perspective on Jobs in America (insert website link)3.Black Enrollment at HBCU’s nearly 82 percent (insert website link)4.Reading Level Affects Minority Graduation (insert website link)5.Miss Black USA Pageant to Celebrate Leadership, Diversity, Education, and Talent (insert website link)6.Rosa Parks Statue to be 1st Black Women on Capitol Hill. (insert Rosa Parks photo) (insert website link)7.Proactive, Empowering, Unapologetically Black. triceedneywire.com 8.Do you want a news site that provides you with nationally focused and Black-oriented news stories? Check out triceedneywire.com 9.Visit Trice Edney News Wire on LinkedIn for more up-to-date news and information 10.To receive your most up-to-date reports, visit triceedneywire.com for nationally focused and black-oriented news to media outlets around the nation.

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LinkedIn Posts: 1.Subscribe to Trice Edney Wire News Source: Subscribe to the Trice Edney News Wire at triceedneywire.com. Membership allows subscribers to stay informed on the most current news and information on nationally focused and Black-oriented topics. 2.Allow B2B: Are you looking to share your written work? Visit triceedneywire.com and click on the “Book Page” for a chance to get your fictional or non-fictional writing on triceedneywire.com with other prominent African-American writers. 3. Job Opportunities: As a news source, we are always looking for new ideas and stories, as well as journalist to share them. If you think you have what it takes to become the next leading journalist for Trice Edney News Source, please contact us. (Provide email address and request for resume/references/writing samples/etc.)

Examples of New Work

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Progression

From 1867 until today, Howard University has experienced immense changes within each decade. As students of such a historic university, we strive to modernize the campus while continuing on the legacy that has made this institute as prestigious as it is today. In my four years, and with the acceptance of each incoming class, I have witnessed the progression of the university grounds. As future alumni, we hope to see the place we have called home for so long only get better with time; which is only possible if we all work together. Progression 1867 is a possible call-to-action campaign that allows past, present, and future students of Howard University to come together as a whole and uplift and promote the high scholastic and communal standards that this school was built on.

Conclusion: After graduation this May, I am excited to begin my journey within the advertising industry. I have been selected to participate in the NABEF Media Sales Institute at Howard University and I am currently in talks with the Minnesota Vikings for a media relations position. Despite where I may end up, I will always have the education and life-lessons given to me at Howard University at the fore-front of everything that I do and I can only give the highest praise to the School of Communications for guiding me down this path towards success.

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Brianna PetersonI2251 Sherman Ave NWI Washington, D.C.I612.710.4044.Ibrianna.n.peterson@gmail.com

March 20th, 2013

Kevin Warren Chief Operating Officer Minnesota Vikings 9520 Viking Drive Eden Prairie, Minnesota, 55334

Dear Mr. Warren,

Your advertisement for a Social Media Relations assistant fits my qualifications perfectly, and I am writing to express my interest in and enthusiasm for this particular position.

After completing an Advertising degree from Howard University in May, I was accepted to the National Association of Broadcasters Education Foundation’s Media Sales Institute, where I was given the advantage for a promising career in the media industry.

Not only am I familiar in media sales and advertising, but have spent four years working for one of the most popular radio stations in the Washington DC metropolitan area-making me well-versed in several different aspects of communications.

Course highlights include: leadership in an organizational setting, knowledge concerning trends in the advertising industry, and technology in the advertising settings.

Based on your description for the ideal candidate: I also offer:

A solid education foundation in advertising sales, media planning and buying, research and marketing, public relations, advertising campaigns, and social media aspects.

A proven ability to build relationships with individuals from all cultural and socioeconomic backgrounds.

A track record of excellent performances as an intern with other prominent companies. Proficiency in several social media networks that would benefit this company and target its

demographics.

If you agree that my services would be valuable to the Minnesota Vikings franchise, I would very much like to meet with you to learn more about your needs in this particular position. Please feel free to call me at (612) 710-4044 or email at brianna.n.peterson@gmail.com.

Thank you for your time and review of the enclosed resume, and I looked forward to speaking with you.

Sincerely,

Brianna Peterson Cove

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BRIANNA N. PETERSON 2251 Sherman Ave. NW Washington, DC 20001

(612) 710-4044 brianna.n.peterson@gmail.com

OBJECTIVE: To obtain and secure position with this particular company. EDUCATION: 2009-2013 Howard University, John H. Johnson School of Communications, Washington, DC

Major: Advertising Journalism GPA: 3.34 Expected Graduation Date: May 2013 Related Courses: Writing for the Media; Introduction to Advertising; Advertising Sales; Advertising Copywriting and Design; Media Planning and Buying; Advertising Research and Marketing; Advertising Campaigns

2008-2009 Eagan High School, Minneapolis, Minnesota 2006-2008 Academy of Holy Angels, Minneapolis, Minnesota EXPERIENCE: 09/2009-Present WHUR World 96.3 Radio Station, Washington, DC 20059

Administrative Intern Transcribed interviews of celebrity guests Ripped music for air time on this #1 rated commercial radio station Assisted with Trend Reports in Advertising Sales office

08/2012-Present NZO Hair Studio, Washington, DC 20009

Creative Intern

Write press releases for upcoming campaign Research possible cliental for target demographic Compile listings of possible advertising locations

06/2012-08/2012 Timelink LTD Administrative Intern

Assisted in creating and reviewing plan books Assisted with presentation for buyers (Target, Walmart, and Kmart) Reviewed information on several products

08/2012-Present City Sports, Washington, DC 20009

Sales Associate Stocked merchandise and assisted with inventory Assisted customers with product selection, location and purchase Maintained a neat and environmentally safe store

AWARDS/ACTIVITIES:

Howard University’s Glasshouse Radio Host 2012-2013 Howard University Victoria Secret PINK Representative 2012-2013 Howard University’s Trustee Scholarship Recipient 2011-2012

Howard University’s Dean’s List 2010-2012 Secretary, American Advertising Federation (Howard University Chapter) 2011-2013

Member, Lambda Pi Eta National Communication Honors Society 2011-2013 Member, Howard University Student Ambassadors 2009-2013

Member, Minnesota Club of Howard University 2009-2013 Member, Students Advocating for Youth 2009-2013

References: Available Upon Request.