During spring 2017, I was the account executive (AE) for Capital Relations, a student-run firm at JMU. Our client was Muhlenberg Lutheran Church (MLC), a local church in Harrisonburg, Virginia. I was selected to hold this position by my "PR Campaigns" course professor. Our firm planned a branding and social media campaign for the church from inception to implementation.
As the AE, I was responsible for the entire process of campaign planning. I delegated tasks and managed four directors (research director, media and issues director, client relations director, programming/creative director), maintained strong communication between the group and client, and drove the progress of our work. I made important decisions during the process, including meeting times and places, design and content of the campaign proposal book, important strategic and tactical decisions, etc. I embraced the role as the devil's advocate when I reviewed all materials before they were finalized and submitted to the client.
Throughout the entire process, we competed with another group of students who also planned a campaign for MLC. At the end of the process when both groups presented the campaigns to the client, MLC chose our campaign plan as the winner. This means MLC will execute our campaign plan during the spring and fall of 2017. Check out the images below from our client presentation.
Primary and Secondary Research Report
In addition to our client presentation, we also presented our primary research at James Madison University's 39th Annual Communication Studies Research Conference. We participated in this conference through nomination by our professor for outstanding research and findings.
Campaign Proposal Book