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Writing Samples

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White Paper 

In my Brand Management Course I was assigned to write a white paper based on the following scenario:

Your client is a politician that has aspirations of moving to a higher office in the political spectrum. However, lately there have been various scandals and/or missteps that now have their political party very concerned as well as the opposing party smelling blood in the water. Efforts have been made by their inner circle & PR team. However, this time all of the various media are jumping on the negative bandwagon. This latest reform, which is a national breach of security protocol is a very serious accusation & could have far & long reaching blowback. What is your recommendation on advertising if your client decides in the near future to run for higher office?

 
  

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Hillary Hilton Gets Honest: A White Paper 

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Problem Summary:

Former secretary of state, Hillary Hilton, has recently been accused of sending classified information via a private email server. It has been rumored that Hilton will run for president during the upcoming election, and these emails could be detrimental to her campaign. Since these emails were a breach in national security, Hilton’s image has been severely damaged. The media has since jumped on the bandwagon regarding the negative news. Extreme action needs to be taken immediately if Hilton wishes to be in a position of upmost power.

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Background:

Not only did these emails violate national security, but Hilton was not truthful about the initial allegations. When confronted about the private email server, Hilton denied that any of the emails contained classified information. Authorities later revealed that multiple emails from Hilton’s private server did in fact contain classified information. Hilton has yet to respond since the classified emails have officially been confirmed. 

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Solutions:

  1. Come Clean – Because Hilton has been proven guilty of having classified information linked to her private server, the only viable option for her is to publicly apologize as quickly as possible, and claim full responsibility. She has nothing left to hide, and must consider the long-term effects of this situation. She must publicly communicate this news quickly, and if possible, all at once. Steadily filtering this information will only cater to the negative views formed by the public during this ongoing investigation. While words of apology and sympathy are essential, Hilton’s actions must follow them.

  2. Boost Image – In addition to apologizing, Hilton needs to strengthen her overall public image to avoid the “spillover” effect. In other words, Hilton must heighten her image, so that those who are less-familiar with her don’t just know her for this email fiasco. Advertising & PR activities should follow this apology immediately, without excusing her wrongdoing. Actions could bolster Hilton’s image if done in an effectively and timely matter.

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Conclusion:

Along with the above solutions, televised advertisements will be implemented immediately to bolster Hilton’s image. They will focus on her bold commitment to honesty, as well as her longstanding experience in government.  If Hilton decides to run for office in the future, her campaign will also center around these values. Together these components play a vital role in highlighting Hilton’s qualifications and mending her image.

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References:

Dugan & McCarthy (2015, September 4). Hillary Clinton's Favorable Rating One of Her Worst. Retrieved from http://www.gallup.com/poll/185324/hillary-clinton-favorable-rating-one-worst.aspx

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Johar, Birk, & Einwiller (2010, June 11). How to Save Your Brand in the Face of Crisis. Retrieved from http://sloanreview.mit.edu/article/how-to-save-your-brand-in-the-face-of-crisis/

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Hicks, C. (2016, November 7). Timeline of Hillary Clinton’s Email Scandal. Retrieved from http://www.cnn.com/2016/10/28/politics/hillary-clinton-email-timeline/

Touching the Sea with the Help of Others

While studying in Spain this past year, I had the privilege of working with The American Red Cross & a few members who utilize a unique disability support service they offer.  This is a journal entry describing my experience after interviewing & interacting with members & their families. 

This is a :30 second radio PSA for The 10th annual Bunk Wurth St. Patrick's Day Golf Tournament. This in an annual event that was started in 2006 to raise funds to help offset the medical costs for Bunk Wurth. Bunk suffered a serious spinal cord injury, which is currently rendering him unable to breathe on his own and dependant on a ventilator. Funds are raised through golf tournament fees, dinner registration and bidding on live/silent auction items.

Radio PSA for Bunk's Golf Tournament

                                                           

 Touching the Sea with the Help of Others

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Lidia has lived her life in a wheelchair since birth. She can’t walk. But that does not stop her from swimming in the Mediterranean.

 

She is one of many disabled men, women and children who use a beach service run by the Red Cross at Malvarrosa Beach in Valencia, Spain. This service allows the disabled to immerse themselves in the water via a floating wheelchair.

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Many like Lidia were unable to go in the water for years before they gained access by using the especially designed wheelchairs.

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“I’ve also skied and am going to learn to surf,” she says. Thanks to a friend who introduced her to the service, she’s been using it for 5 years. “It gives me a sense of freedom like nothing else.”

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It makes her happy, therefore she’s at the beach everyday rain or shine.

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The floating wheelchairs provide a seamless transition from beach to water. They allow individuals full access to the ocean with moveable armrests that allow them to roll out into the waves and swim by themselves.

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Their contagious smiles, warm laughter and positive attitude warm the hearts of the volunteers who assist them. The Red Cross workers and volunteers are a big part of the service’s success.

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“The workers don’t pity the individuals and they completely treat them like normal people,” said one sunbather who rested on a towel next to the Red Cross tent. “It is very good for the people who use it, and it really helps them.”

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The service at Malvarrosa Beach has been around for 25-years. One girl’s grandma first used the service when it began in the early 90’s.

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Pablo Folgado, a Red Cross worker, started out in the medical field, but transitioned to volunteering for the Red Cross, because he wanted a hands-on job that allowed him to work with people. He has worked here three years.

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“Being in direct contact builds relationships,” said Pablo, who’s developed a close relationship with Isabel, a disabled woman who used the service. The two have developed a genuine friendship, because they are a lot alike and share similar viewpoints. According to Pablo, one of the hardest parts of the job is watching individuals participate in the service, but not seeing them return because they got divorced, became ill, or passed away.

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“Seeing them smile makes me smile,” said Monica, a Red Cross worker.

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The service helps children as well as adults.

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Africa Lopez, age 10, wheeled up the boardwalk to the Red Cross tent with her parents right behind her. Her sweet smile and pink-framed glasses framed her face, and her contagious laugh made my heart grin. Africa, a lover of the water, went in the swimming pool not long ago, but anxiously awaited getting in the water again.

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I watched as she got wheeled down the sand, laughing and smiling with an inner tube in hand — her dad jogging right behind straight into the waves. She happily flopped right in as two volunteers lifted the armrests on her chair. Holding onto the inner tube, her dad and she splashed one another and exchanged laughs.

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Africa later expressed that her favorite parts were swimming with her dad and being wheeled up and down the beach by the volunteers.

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“It was fun and exciting!”

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:30 GOLF FOR BUNK 

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SFX:                    DROPKICK MURPHYS: “I’M SHIPPING UP TO BOSTON”  (05 SECONDS AND THEN FADE INTO BACKGROUND).

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ANNCR 1:          (MALE IRISH ACCENT) ARE YOU READY FOR A TEE-RIFIC TIME? COME JOIN US THIS THURSDAY FOR THE 10TH ANNUAL BUNK                                                WURTH SAINT PATRICK’S DAY GOLF TOURNAMENT!

 

ANNCR 2:          (FEMALE IRISH ACCENT) ALL PROCEEDS BENEFIT BUNK WURTH'S MEDICAL CARE! THE FUN BEGINS AT 10:30AM, FOLLOWED                                                BY LIVE MUSIC AND DINNER.

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ANNCR 1:         FOR MORE INFO, PLEASE VISIT BUNKGOLF DOT DOJIGGY DOT COM. AGAIN, THAT’S BUNKGOLF DOT DOJIGGY DOT COM

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SFX:                   “I’M SHIPPING UP TO BOSTON” (04 SECONDS FADE IN AND CUT)

 

 

  • The three radio station formats that I’ve chosen are: personality, talk, and classic rock. I chose personality because these programs rely on the personalities of an on-air host to entertain listeners. I feel like people are listening more closely to what is actually being said when listening to personality radio programs, thus listening to the details of Bunk’s event. I chose talk radio for a similar reason; I think the audience is more likely to hear details regarding the event. Lastly, I chose classic rock because (according to the demographic statistics of golfers) the majority of golfers are males between the ages of 40-60. Classic rock appeals to many individuals within this age range

 

  • I chose the morning drive (6am-10am) because this is when the majority of those going to work are in their vehicles listening to the radio. A lot of people listen to talk radio (like the news) on their morning commute.

 

  • This is a bed – a pitch with a song background.

 

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TV Commercial Analysis for Super Bowl 50

 

The purpose of this assignment was to select two ads to critique from Super Bowl 50. Ads running during the Super Bowl in 2015 reached over 114 million people. This year, CBS charged $5 million for a 30-second spot (an 11% increase from last year). My job was to write an analysis on two commercials of my choice, while answering the following questions: A) What type of TV spot was it? B) Did it contain a universal truth? C) Did the spot contain one of the five creative trends depicted in the Adweek article? D) How effective was the ad? E) Did you like or dislike the ad and why?

                                                                                    TV Commercial Analysis Super Bowl 50

 

            “Simply Put” was a 60-second Budweiser ad that included 116 words, and ran during Super Bowl 50. It was a PSA against drunk driving, and starred Helen Mirren. This frank commercial encircled the fact that people should not drink and drive. I believe it worked quite effectively by using wit and humor to deliver a very serious underlying message to its viewers. The British actress quotes: “If you drive drunk, you, simply put, are a short-sighted, utterly useless, oxygen-wasting, human form of pollution,” and continues from there. According to USA Today, the add was voted a 6.01 out of 10, and ranked #9 of 63 ads. In addition to this ad, Budweiser had a mobile site on Super Bowl Sunday (StandWithBud.com) that allowed people to enter their zip code and find a ride service to help them get home safely. Budweiser also ran a social media campaign (#GiveADamn) that pledged to donate $1 to safe ride programs whenever they were used on Super Bowl Sunday. According to articles posted by USA Today and CNN, many viewers seemed upset that an American beer company had a British actress support their company. Many thought the commercial was contradicting, while others seemed to really appreciate the message. Personally, I loved the message, but the fact that a thin-set British lady (who probably doesn’t drink Budweiser very often) was sitting in a restaurant with a giant burger, fries, and a beer in front of her did not seem realistic.

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       “Marilyn” was a 30-second Snickers ad that aired on Super Bowl Sunday and included 58 words. It used Role Reversal, Before and After, and Humor. This commercial included the universal truth that if you don’t eat, you’ll be grumpy. In reference to the Adweek article, this commercial used humor and empowerment to get the audience’s attention by using 60-year-old actor, Willem Dafoe, to reenact Marilyn Monroe’s famous dress-blowing scene. The ad received a 5.6/10 and came in at #16 of 63 adds (USA Today). According to Entertainment Weekly, many viewers appreciated the ad, and found it to be light-hearted and funny. One viewer wrote, “We at AllAboutMarilyn.com approve this Snickers ad. It's light-hearted and tastefully done, (pun intended).” I thought the commercial was clever and cute. It made me laugh, and got the point across that “you’re not you when you’re hungry.”

 

 

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