UE S ” IS E M E R HI “ E THSubscribe Style News+Politics
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INSIDE J.CREW LOOK REPORT Women
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NEIMAN MARCUS + TARGET
MY EXPERIENCE
NOT JUST
PARTNERING UP
GAP pg 41
FEATURING
RYAN LEWIS ON SOCIAL MEDIA pg 25
PERKS OF
GQ +
John Brian Pierce
+MACKLEMORE
INTREGRATED MARKETING
THE
Tech
COFFEE RUNS
EVENT EXPERIENCE
+LANVIN
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@JOHNBRIANPIERCE DESIGNER.WRITER.DIRECTOR.PHOTOGRAPHER.MARKETER.COMMUNICATOR.ARTIST.PLANNER.READER.BLOGGER.SOCIALMEDIALITE
BA PUBLIC RELATIONS/ADVERTISING CHAPMAN UNIVERSITY
LOVES pgLA3-4
LENNIAL L I M A I I’M WHAT HERE’OS FOR YOU CAN D
I’M A MILLENNIAL AND HERE’S WHAT I CAN DO FOR YOU
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#INTCOM
SOCIAL MEDIA
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Introduction Internships Style Blogs Good Eats
Women
1 2 4 5
What is #Intcom? Face-to-Face On the Agenda Cory O’Connor Apple Intenet History The #Incom’ers
6 7 8 9 19 20 49-53
Introduction Twitter Facebook Google Naked Conversations Blogging Just Sayin’
10-11 12-13 14-17 18 28-31 32-33 36-37
Tech
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#INTCOM GUESTS
FEATURE
INSIDE LOOK
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Con Bro Chill David Murphy Just Sayn’ CEO David Hayden Dylan Roley & CMNTY On the Campaign Trail Macklemore & Ryan Lewis
Neiman Marcus & Target Team Up GQ + GAP J. Crew’s Communications Strategy
TABLE OF CONTENTS
34 35 37 38-39
22-24 25-27
40 41 43-37
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Letter from the Editor
dear future employer, First off all, thank you for taking the time to either read, flip through, or throw away this “magazine” portfolio. If any of the previously mentioned lead to a job interview, well then all the design, writing, research, creativity, and hours it took to put this together would have paid off. And If I’m currently talking to an intern, well you probably hate me and will make sure this never makes it to your boss’s desk. (Hey, I don’t blame you.)
Rather than just sending you a resume, I wanted to give weight and visuals (because I like visuals) to what I believe I could contribute to your company. I’m currently finishing up my senior year at Chapman University, studying Public Relations and Advertising (PRA) with a minor in communications. The PRA major, situated within the Dodge College of Film and Media Arts, is deeply rooted in the art of storytelling. For us, this is manifested through writing, design, film, photography, campaigns, media strategies, branding and special events. Upon graduating I hope to pursue a career in either publications, design, PR, marketing, and or advertising. And while the word is often overused, I will say I’m intensely passionate about writing, design, style, photography and film. So as you can see,
I haven’t quite figured out the ‘upon graduating’ part yet. But I do know one thing--I want to tell stories; stories for brands, for people, for society. Stories that mean something to us and that we can connect with. So I’ll start by telling my own.
john brian pierce editor-in-chief
1
WHAT I’VE DONE FOR THEM JOBS/INTERNSHIPS Subscribe
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EVENT EXPERIENCE:
Last November I got a call from Niko Turko, Lanvin’s US Events & Marketing Coordinator, to be his assistant at their Lanvin Loves La event hosted at the Carondelet House. For more than 30 hours over two days, I got to work beside Alber Elbaz, the NY and Paris team in the tight quarters, known as the showroom. I assisted with model castings, show preparation, event logistics ENT S and execution. But above all, I got my first authentic taste of fashion PR at its best. S E
M ESU WS 32 R TERVIE N 24 I FFERS PS I 17 O ERNSH T N I 8 ION ARS 4 YE ADUAT IT R 1 G TO DO AIN E AG TIM VER O L AL
NOT JUST COFFEE RUNS To the right are some of the companies of which I’ve interned. Most of the positions I’ve held have been in the PR or marketing department, or at an agency. Over the past four years I’ve had the chance to understand various aspects of the PR profession. From pitching editorial placements, writing press releases, developing a social media/digital strategy, to producing special events, leading focus groups and being surrounded by models moments before they hit the runway.
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On Style Food+Travel
2. Backyard Bill 3. Street Etiquette 4. Unabashedly Prep 5. The Man Repeller 6. Tommy Ton
John Brian Pierce
I started J+T a little over a year ago. It began with a fascination with street style, and was inspired by photographers such as Backyard Bill, Tommy Ton, and Scott Schuman. At its core, J+T is aesthetic compilations of the trends seen on the streets all over the world.
POPPIN’ POCKETS
BLOGS I FOLLOW
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1. The Sartorialist
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LOS ANGELES
SAN FRANSISCO
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CAFÉ DE LA PRESSE The best French onion soup paired with the largest international magazine selection in San Francisco. -Union Square
BUCHON A truly divine experience.
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Reason #
1
WHY I WANT A SUCCESSFUL CAREER...
to support my taste in food
-Beverly Hills
GJELINA Nothing else like it. After work. Date night. With the guys.
THE ALCOVE Your new Go-To. -Los Feliz
ORANGE COUNTY
-Abbott Kinney Rd
SIDE DOOR The bane of late night hunger for those with a gourmet palette. -Corona Del Mar
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WHAT IS INTERNET COMMUNICATIONS? Entertainment
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Internet Communications is a busi-
ness course within the Public Relations and Advertising (PRA) major at Chapman University. It is a class like none other. A class focusing on the Internet, technology, and social media where we turn off our computers, put our phones on the floor in front of class, and meditate every session. There are three BIG IDEAS that we cover throughout the course.
We live in a tripolar world. You, me, and
ours. This means that collaboration is key to our future success, bringing new ideas to the table and moving society forward together.
It’s all about relationships. Building rela-
tionship is what this industry is all about. Social media is an incredible and relevant communication tool, but we must always realize the importance of face-to-face interaction.
#payitforward The mantra of our class. And if everyone in #Intcom has the chance to define their industry, I’m confident this will be apart of it.
Empathy is everything. We cannot build
relationships without it. It should be ingrained in all that we do. Establishing brands that people connect with, sending messages that mean something to us.
buzzword:
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INFLUENCES ON #INTCOM
no form unication
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John Brian Pierce
The Socratic Method and Social Media not only have the
d ar s r v es Ha sin ool Bu ch S There is
#intcom
same initials, they both rely Socr at Meth ic od
of
l Socia a Medi
on relationships, openess, and discussions.
communicati -face o on better th t e c an fa
The Internet Communications (#IntCom) syllabus is always changing. We cover what is relevant to our profession, to the themes of our course, and to us. Every class is a dicussion of what’s happening now. Whether it be analyzing the launch of a new venture capital-backed app called Just Sayin’ or following the Neiman Marcus Target partnership tweet by tweet, every student has the opporunity to share their own insights and experiences. This, in addition to our connectedness to our classmates via social media, allows us to build relationships and a network within the public relations and advertising major as we enter the real world together. As #IntCom emphasizes the
the public relations and advertising major as we enter the real world together. As #IntCom emphasizes the importance of understanding others and building relationships within our career, we begin now within our very course. This network relies on our ability to begin manifesting empathy by listening and learning from others. The instructor, Cory O’Connor writes every point made by a fellow classmate on the board that we all take note of. The thoughts of my classmates are incorporated throughout this portfolio. In #IntCom we practice what we preach and this is evident in the way we work to build a collaborative learning environment.
Cory O’Connor 7
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APPLE Post Steve Jobs era iPhone 5 #INTCOM BLOG COMMUNITY Assigned reading: Naked Conversations 24 Blogs HISTORY OF THE INTERNET Top Down vs. Networked CREDIBILITY Wikipedia vs. New York Times
Throughout the semester, we
were introduced to various case studies that served to enchance our understanding of the subject matter and gave us real-world examples of the themes discussed throughout the course. The following are some of the case studies that will be presented throughout the Social Media Portfolio.
SOCIAL MEDIA Twitter, Facebook, Pinterest, YouTube, Instagram, Just Sayin’, Google, Wordpress
SEARCH ENGINE OPTIMIZATION (SEO) J.C. Penny and Google EVERNOTE used in #Intcom GUEST SPEAKERS David Hayden & Mikey Dovey Con_Bro_Chill Chad Cadelina Amanda Vo David Murphy Internship Offers
?
WHO IS
@CORYOCONNOR Subscribe
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the great storyteller Internet Communication’s (#intcom) professor, or what I prefer to call glorious leader, is the heart and the pulse of this class. And while it may not seem like it at first, with miraculously relevant (due to hindsight) tangents intertwined throughout his lectures, his stories bring new perspectives to life. He challenges the status quo within a major often regarded as practical and straightforward, with rhetoric that brings new intellectual light to every topic discussed. From tales of his days at Harvard Business school and the Socratic method to his trips to Neiman Marcus to unravel the mystery behind their Holiday Collection partnership with Target, I think its safe to say that we all lucked out with an instructor as committed, supportive and distinct as Cory O’ Connor.
Above: O’Connor’s Twitter profile picture
the tand irst s r e d to un ou must f ,y class derstand un an
Professor of Internet Communications & Principles of Advertising at Chapman University
m the nd the i beh hair c
Advisor to the nationally recognized Chapman NSAC (National Student Advertising Competition) team Twitter followers: 2,745 Graduate of Harvard Business School 9 years at The Disney Channel, Sr. VP, synergy programming and communications. Chief Marketing Officer, American Film Institute
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one to one
The Citizen Journalist The opinion leaders have changed. They are no longer solely your traditional news source. Social Media has made publishing more accessible to the average consumer. In fact, 34% of bloggers post opinions about products and brands, says @equalman. So what are they saying about your brand? We have all have the tools at our very own fingertips to share what we think is important and newsworthy. We are apart of a network of users that sets the media agenda. We’re in control.
“
communication
We don’t have a choice on whether we DO social media, the question is how well we DO it.” -Erik Qualman 25% of search results for the World’s Top 20 largest brands are links to user-generated content.
Buzzw
TO TELL BETTER STORIES TECHNOLOGY ALLOWS USS @CoryOConnor jjj
Bully ord: P of yo ulpit; by v ur po ir sition tue life, p in e atten ople pay t You c ion to you . a posit n use yo ur io your n to adva caus nce e.
MEDIA Subscribe
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PHOTO-SHARING
on
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Not to worry. Wordpress is on its way... pg 32
THE FOUR PILLARS OF #INTCOM
Instagram allows users to share photos from their smart phone or tablet with a selection of filters that make each photo look simply stunning. Each user has a profile that allows them to follow others, like and comment on photos. The simplicity and ease of Instagram and its clutter-free newsfeed is a large reason for its growing popularity, as it is reminiscent of Facebook and its early days.
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John Brian Pierce
PIN-NING
on
With Pinterest, users are able to become the “editor� of their own online pinboard and are able to create their own pins or re-pin from other pinboards. Users can have multiple pinboards with different themes in mind, from fashion, architecture, and design, to crafts, weddings, quotes, and products. For businesses, this is a great tool for establishing brand identity.
80% of companies use social media for recruitment. 95% of these use LinkedIn Turn the page...
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Twitter is a social network where users are able to promote, share, communicate, and continue the conversation in 140 characters or less. twitter features:
Tweets (“....”) Businesses can share current happenings.
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we no longer find the news, the news finds us
Retweets (RT @johnbrianpierce “....”) Businesses can share a tweet they find relevant or interesting with their followers and can be retweeted.
In the spring of 2009, two Domino’s employees thought it would be a great idea to make a prank video of them messing with the food prior to a delivery. The video, uploaded to YouTube, went viral on Twitter.
Mentions (@johnbrianpierce“....”) Businesses can tweet to others on Twitter.
Domino’s Pizza, at the time not having a Twitter account, was delayed in response time allowing the crisis to spiral out of control via the Twitter community. The CEO, Patrick Doyle soon apoligized in a video response. Shortly after, Domino’s scrambled to put a Twitter together in order to share the apology and reach stakeholders through the medium that caused the prank video to go viral in the first place.
Hashtags (#IntCom) An easy way to add to popular and/or trending conversations. Lists (News, friends, work) A way to manage the various groups a business takes part of and the twitter accounts corresponding to these groups; lists also help to organize accounts a business follows. Direct Messages A way to write a private note to another business and/or stakeholder. Promoted Tweets A way to advertise a company’s tweets.
This goes to show the importance of Twitter, especially in crisis situations. It gives businesses a platfrom to speak from and it does it through a medium that is accessible to a substantial audience of stakeholders.
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Twitter via Tweet Deck (a twitter client) is our primary means of communication. If we have any questions we tweet our classmates, or our professor, @coryoconnor, who is always quick to respond. In return, Cory is able to share announcements and updates with our class through the #IntCom hashtag. We are always encouraged to share any relevant information, whether it be a news article or a new smart phone app with the #IntCom community. Twitter proves to be a useful tool for the nature of this course, giving us a convenient and fast way to share information outside of the classroom setting.
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John Brian Pierce
I rec ie Poin ved 5 Bo t s th i s se n us ter f m es o r pa g s e of har ing a my c r it i SM qu and e on t w P for com reciev itter in p fello liment g a from w# in The a pow tcome r. er o ft n et w o rk he
Pictured: Tweet Deck
#
THE HASHTAG
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THE MAKING OF ONE BILLION USERS
That’s
right
1,000,000,000 And the Culture Behind it High
fives and cheers are all that is needed for celebrating a milestone such as this one before getting back to work at the Facebook headquarters. The culture, traced back to Zuckerberg’s days back at Harvard in a 10 by 12 dorm room, is at the heart of what Facebook stands for. The Facebook team is always on to the next project and finds themselves in a never-ending race to get there first. It’s the same mentality that got Zuckerberg to where he is today, being the first to come out with something like Facebook.
While large tech companies were developing software on scale with numerous resources, it was a college student with a brilliant idea that brings us here today. As Zuckerberg says in Bloomberg Business Week, “We have this ethos where we want to be a culture of builders. And with all-nighter-kegfilled “hackathons” that spur new ideas, and a culture, in some ways reminiscent of Zuckerberg’s college days, this company is nothing short of innovation.
Mark Zuckerberg THE BILLIONAIRE MAN-BOY Subscribe
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At a Glance CoFounder, Chairman, CEO, Facebook
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#payitforward,
Age: 28 Source of Wealth: Facebook, self made Education: Drop Out, Harvard University
On
the philanthropy front,
Zuckerberg surprised many by pledging on the Oprah Winfrey Show in September 2010 that he would donate $100 million to Newark, New Jersey schools. Since then, he’s created his own foundation, Startup: Education, which will give money to Newark schools on a matching donation basis. As of August, Startup: Education had given $15 million to Newark. Zuckerberg is also a signee of Bill Gates’ and Warren Buffett’s Giving Pledge, committing to give away more than half his wealth to charities while he’s alive or after he dies.
Mark 15
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FBGOES PUBLIC Entertainment
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was once excitement and anticipation for Facebook’s public offering, has become disappointment for Mark Zuckerberg, Facebook, and all of its new shareholders. Since last spring, Facebook’s stock has fell well below its initial offering. And while spectators are criticizing Mark Zuckerberg as CEO, his response is that he’s in it for the long-haul. He makes it clear that while he could do things now to improve the stock, the decisions he’s making are for the company’s long-term success. I suppose only time will tell as we keep in mind Mark’s insight. If anything, it’s a wake-up call.
Sheryl K Sandberg THE $1.6 BILLION WOMAN
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No.
Harvard Graduate Chief of Staff US Dept. of the Treasury for Clinton VP of Global Online Sales & Operations for Google
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Forbes 100 Most Powerful Women Facebook’s No. 2
Time 100 for Most Influential people in the world
SINCE JOINING THE TEAM in 2008 as COO, Sheryl Sandberg has catapulted Facebook to becoming the third largest U.S. Web company with a value of $104 billion. She is role model for women all around the world through her ability to balance her career and her family.
The woman who made Facebook profitable now oversees the firm’s business operations including sales, marketing, business development, human resources, public policy and communications.
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GOOGLE! Entertainment
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Google Products: 1. Search 2. Email 3. You-Tube 4. Chrome Browser 5. Picasa: photo sharing 6. Google+: Social sharing 7. Blog service: Blogger 8. Alerts 9. Reader 10. Google Wallet 11. Drive 12. Calendar It’s really a never ending list
In #IntCom we regularly used Google Drive to share important information with eachother. It was where we could provide links to our blogs so there’s a centralized place to locate them, as well as information about ourselves to include in the SMP.
In #IntCom we tried to make up our mind on Google+. As for me, I determined that it definitely has its niche, as well as competive advantages in terms of photo sharing and quality of content. I look forward to its steady growth in coming years.
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feel like I just got the newest one last week. Nevertheless, Apple crosses the chasm and its loyal customer base keeps coming back for more. Yet, it appears that in their recent product releases there are more complaints regarding the technology and its glitches. Is this starting to become a trend for Apple? Without Steve Jobs, they appear to lack the kind of meticulous visionary who knows the product inside-out. The kind of CEO who gets in the head of consumers and makes sure a product isn’t released n a profession about building until it is absolutely perfect. brands, we studied one of the most inven This sort of ethos is something Aptive and iconic brands of our generation. ple needs to find real fast if it hopes stay at Every semester, I walk into my first the top of its game and maintain its brand day of classes and it seems as if the Macto-PC ratio just got more one-sided. When reputation, which is only theirs to give up. Because when its all said and done, I check my Facebook (daily), I scan over a status about someone’s new iPhone. Heck, Apple doesn’t just sell great products that they even got my mom--the proud owner are user-friendly, its sells a purpose. A purof an iPad mini. pose for innovation and challenging the There’s no doubt that Apple has status quo. And if the consumer shares the become one of the few to only technology same sentiment for how they want to live lifestyle brands that we buy into. And boy, their own life, they’ll be the ones lining up do we buy into it. in the freezing cold at 2AM. for the iPhone Whenever a new iPhone is released I 6.
I
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INTERNET HISTORY
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THE ECONOMY
top down power information was held by very few people
mass produced everything was mass produced (i.e. cars and radios). The economy was producerdriven instead of consumer-driven
product/info push even if we didn’t ask for it, or actively choose to engage with the product and/or information, we were still exposed to it through advertisements, news articles and events the fun fac t: wa s il a m e t fi rs CLA U m o fr sent rd fo n a St to ta ined a nd con f the o on ly two the f lette rs o in wo rd log
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INFO-BASED networked
information is shared between companies and consumers. Power is decentralized
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John Brian Pierce
THE WORLD WIDE WEB
&
people publish Websites are an important tool as well as a straight-
anyone can publish their thoughts online, through blogging, reviews, and various Social Media sites
consumer control
forward way to communicate with key publics. Most importantly, businesses have complete control over their content as opposed to a third party media sources, and can target their message. Websites allow these company’s to reach out and speak to each of their stakeholders, which include investors, press, consumers and the community.
through the power of the Internet, consumers can now control company decisions just by coming together in support of a cause
collaborative the Internet has made us more collaborative because of its sharable aspect.
Kodak’s website targets individual/everyday consumers, commercial businesses, publishers, filmmakers, potential partners, photographers, retail- ers, media, and investors.
Polaroid’s website targets “hipsters,” businesses, industry experts (photographers), CSR enthusi- asts, art enthusiasts, artists, art schools, musicians, media, and potential partners.
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It is of utmost importance for the PR professional to stay credible. While sites like Wikipedia do serve a purpose and are a great place to begin your research, it should never be the end all. In referencing the Domino’s Pizza Case Study, previously talked about in the Twitter section--while the bad publicity was reported on the New York Times and other forms of credible media, it was hidden on Wikipedia. This goes to show that Wikipedia may not always be up-to-date or the most reliable.
Stay credible, my friends.
SEO, search engine optimization JCPenney cheats the system, Slap on the wrist from Google There was one thing that was certain, search for anything that would be sold at a department store and JCPenney would be the first result on Google. Everytime. How? Yes, it was SEO, but in a more crooked way. It was said that JCPenney produced thousands of faux links throughout the web. Since this is a factor when Google ranks search results, JCPenney was able to cut its way to the top. Since then, Google has “punished” JCPenney by dramatically lowering their rank, in addition to adjusting their criteria. It doesn’t matter if people are saying good things or bad things about a business in reviews and blogs, because they are being talked about, their rank may be inflated. Words of advice-- don’t always trust the first result you get. Good luck searching.
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HOW I USED IT
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SHAKE THINGS UP: JOHN PIERCE FOR SGA PRESIDENT
Fresh on the Campaign Trail Spring of 2011 As a sophomore, after being involved in Chapman student government for about a year and a half, I decided to run for president of Student Government Association (SGA). Not being the clear choice from the start and running against the current vice president who was an upperclassman, I knew I would have to organize the kind of groundbreaking campaign that Chapman had not seen before.
I wanted my campaign to reach as many students as possible. I first planned to target certain niche groups on campus who typically vote in elections including Greek chapters, student organizations, like the Black Student Union and NSAC, and the involved student population at large. However, I knew my strength would rely on my campaign’s ability to mobilize those students who tend not to vote, under
the umbrella of and commuter
freshman students.
One of my main objectives was to run my campaign in a similar way to which I would carry out my presidency. Everything I stood for as a leader had to be transparent and reflected through the direction I took and decisions I made during the campaign period. If I could focus on reaching out to students, something student
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government had failed to in previous years, students would get a preview to what a John Pierce Presidency would be all about. One of my strengths as a candidate was my ability to work effectively with a team and involve students. So I began by building a diverse team that I could rely on during the planning stages of my campaign. I was able to showcase that my campaign wasn’t just about me, but about all the students who supported my cause and were willing to help out. Whether it was making posters, telling their friends, or simply liking my Facebook page, having others actively campaign for me gave my campaign a certain credibility that would not be possible if it was just done through me.
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FEATURE Food+Travel
in an office. As president, I wanted to be that leader that students felt was approachable and someone they could relate with. The role of president wouldn’t be about the paper work done in an office, but the visible presence I would have in student organizations, clubs, events, and on campus. That idea was the heart of my campaign. It wasn’t just using my computer to market myself on Facebook, but my ability to be seen all around campus during the campaign, meeting and talking to students about what they wanted from their student government. People want to vote for someone who they feel could be their friend, that’s what makes them feel like they have a stake in student government and a voice that will be heard.
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John Brian Pierce
only able to create a certain level of awareness and buzz among students, but most importantly communicate my vision for what student government could mean to students. Creating awareness let students know I was running, which was half the battle, but being able to send a clear message to students, won their vote, and a handful of supporters who were inspired to advocate on my behalf. By the end of my campaign it was clear that I had established a strong support base. It was now up to my campaign during elections and the voting period to mobilize students and turn my support into votes.
I decided to trust my supporters to make Facebook statuses, share the voting link, and continue to spread the word, Through my Facebook page, so that I could put my charisI’ve always believed that you on campus posters, and word- ma and personality to the test. can’t be a leader and just sit of-mouth marketing, I was not During the three days that 23
HOW I USED IT
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polls were open, I knocked on every single dorm room door in each residence hall. I informed each room that I was running and that the polls were open, attached with a small flyer showing them how to vote. For some, that extra effort was enough to earn their vote. For others, I was willing to discuss what I would do as SGA president and answer any of their questions about student government. It was clear that I had accomplished my goal of leading a more personalized run for office through the way I connected with students. My campaign didn’t stop up until the very last minutes of polls being open. When the results came in, I found out I lost by a total of 6 voters and a less than one percent margin of victory, the smallest margin in student government’s history for a presidential election. I was also
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A final video was released day of voting to conclude video campaign. It was a recap of the campaign and a thank you to all those who supported me. It was also embedded in every email sent out on the Chapman list serves we had access to with a link to vote.
THE BREAKDOWN
337 views
two weeks
8
videos feat.
13
opinion leaders
37
fb shares
CREDIBILITY
informed that I had contributed to the highest voter turnout this school has seen. While I did not win, I couldn’t have been more proud of my campaign, what it stood for and what it meant for the Chapman community. I was effectively able to communicate a cohesive message to students, and because of that, I considered my campaign a success. If I challenged the status quo, as far as SGA campaigns go, I hopefully challenged students’ expectations of SGA and changed the way they determine their leaders.
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MACKLEMORE & RYAN LEWIS It seems like every musician uses social media, but these guys are doing it right. Their Keys To Success
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SOCIAL MEDIA
FEATURE CAN’T HOLD US
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“Labels out here now they can’t tell me nothing,
we give it to the people spread it
across the country”
Reppin’ Seattle with a “My City’s Filthy” tank
The dynamic duo of Se- of its release and sold 76,000 different social media sites, attle-lites, rapper Macklemore and producer Ryan Lewis, has hip hop headlines on lock, yet they will never get signed by a major record label. Why? It isn’t because they like driving their own buss and setting up their equipment on tour. This independent music wonder prefers to keep it that way. So how did their debut album, The Heist make it to number one on iTunes within an hour
copies in its first week with out a label? The answers: Facebook, Twitter, Instagram, YouTube, and Tumblr. But these are tools that every artists has at their disposal, so what makes Macklemore stand out? For one, in contrast to many brands, Macklemore’s website, hosted by Tumblr, is very user-friendly. Rather than having links to 10
Twitter Followers: 212,583
he keeps it simple with four. Secondly, when Macklemore tweets, posts, instagrams, or tumbles, well, it’s actually Macklemore. It’s his voice fans want, and he delivers daily. This is vital to his ability to connect with his fans and sell out his shows. And most importantly, he empowers his fans through his music and social media. He regards his fans as his record label,
Facebook Fans: 405,728
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Same Love: 9,000,000 views Thrift Shop: 27,000,000 views “If I was gay, I would think hip-hop hates me. Have you read the You Tube comments lately? ‘Man, that’s gay’ gets dropped on the daily.”
meaning he counts on them to distribute his music via twitter and facebook, share his videos, and talk about him at the proverbial water-cooler. And they don’t let him down. Seeing this independent artist defy the odds and continue to keep record labels begging for his business, just makes his cause so much stronger and support that much more firm. Macklemore embodies the true underdog story we all
And while some artists may be capitalizing on what could be considered a “hot topic,” Same Love in fact recounts Mackelmore’s uncle’s true personal story. Finally a rapper who can speak, or rap, to our generation.
all want to root for. And on top of that, he seems to be making all the right moves. His music video release of “Same Love” took on the social issue of gay marriage, a top- By John Brian Pierce ic most rappers won’t touch on. The song and its video, which inter-splices footage of 1960s civil rights demonstrations and the tender love story of two men from birth to awkward adolescence to marriage to old age.
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NAKED CONVERSATIONS Entertainment
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TWO INGREDIENTS of a SUCCESSFUL BLOG
Blogging: A Great Asset for Any Company
&
“Now, the Web is enabling the market to converse again as people tell on another the truth about products and companies and their own desires.” -The Cluetrain Manifesto
PASSION
AUTHORITY
Blogs have changed the game. They personalize and humanize companies through honest and transparent communication. A successful blog opens up dialogue, builds relationships and trust with consumers. But most importantly, they tell a brand’s story. By Robert Scoble and Shel Israel
THE SIX PILLARS OF
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With the right stage and the right voice there’s no limit to the size of your audience.
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6
3
LINKABLE
SOCIAL
The blogosphere is one big Because each blog can conversation. Interesting topical link all others, every conversations move from site blogger has access to site, linking to each other. to millions of other Through blogs, people with bloggers. shared interests build friendships unrestricted by geograph- Bu zz Vira word ical borders. : l;
1 PUBLISHABLE Anyone can publish a blog. You can do it cheaply and post often. Each posting is instantly available worldwide.
2
FINDABLE Through search engines, people will find blogs by subject, by author, or both. The more you post, the more findable you become.
4
VIRAL
whi the w c or m h an i ay in d spre essag ea e to l ad qu is a ic of in rge am kly d oun i vid the onli ual in t ne wo rld
Information often spreads faster through blogs than via a news service. No form of viral marketing matches the speed and efficiency of a blog.
5 SYNDICATABLE By clicking on an icon, you can get free “home delivery” of RSS-enabled blogs. RSS lets you know when a blog you subscribe to is updated, saving you search time. This process is considerably more efficient than the last-generation method of visiting one page of one site at a time looking for changes. 29
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USE THE FORCE, LENN Entertainment
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Microsoft and the blog that changed the game: a satire A long long time ago back in 1998, Microsoft was seen as the “Evil Empire.” Nobody knew what went on inside of that massive metal facility, once referred to as the “Death Star.” That was until a man named Lenn came along. Lenn Pryor was a man on the inside. A hardworker and well-liked employee by all. He did his job well and loved doing it. Except for the fact that through his job’s interaction with customers, he began to realize that Microsoft lacked the ability to connect and relate with them. Customers would often be surprised by Lenn’s charisma
given the fact that he worked for the “Dark Side.” While he put the mission to change this on his back, one handshake at a time, he knew it was a lost cause. But then Lenn had an idea. What if he could create some sort of way to communicate with consumers that could humanize his company and allow him to personally interact with customers through the world wide web.
Len began blogging to his consumer base, which began to grow in size as his blog became more popular. While his journey wasn’t easy with co-workers, at times, suspicious of his motives, he persevered. Eventually, he was recognized for his worthy efforts that would change the galaxy and corporate-consumer interaction for years to come. You go, Lenn Coco.* * yes, that was a Mean Girls reference
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seven cows five blogs
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Stonyfield Farms Yogurt utilized five different blogs targeted at five different audiences to build their brand from the ground up. They were able to focus their content to what was valued and important to the targeted niche, and in doing so, has been effective with building and maintaing lasting relationships with their loyal market of consumers.
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persuade me
BLOG COMMUNITY Entertainment
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John Brian Pierce
authors
As a part of the course, we were tasked with the assignment of creating
our own persuasive blog
via Wordpress. The pur-
pose of this blog was to
address a specific change as we wrote directly to a change agent. For some, the intended reader was
among the administration
The 3%, a blog written by Miss Kockos, brings public awareness to the fact that only 3% of all creative directors in advertising are women. Her change agent is Nancy Hill, the President of the American Association of Advertising Agencies. As a women pursuing a career in advertising wanting the same opportunities that men have, it’s impossible not to feel the passion throughout her prose.
Missy Kockos
@mkockos #ChapmanPRA
at Chapman Univerity, for others, it was the likes
of Vogue editor-in-chief,
Anna Wintour. The community aspect was built by the idea that we
would all read, comment,
share and support each-
toher’s cause So, we did. All 24 of them.
Lauren Wood’s blog, Paper, Pen & Thread, targeted the University in a push to add a major in fashion merchandising. One thing I thought I was both interesting and effective was the way she used her survey results. She initially posted the positive results/feedback that were all in favor of her cause, really giving her blog momentum. If this wasn’t enough, a few days later, she posted several negative, and even ignorant results/feedback. At first, I was taken back. I thought maybe she’s given up. But then a light bulb went off. As a supporter, I stood even stronger in my stance. I believe this was the same reaction from fellow supporters when reading these results. Rather than just convincing oppostion, she made an effort to mobilize her supporters by appealing to their ethos, something I thought was quite valuable.
Lauren Wood
@lauren_wood55
#ChapmanPRA
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MY BLOG
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my blog showed off some of the most
1
talented artists at Chapman and how they use social media to advance their careers. I did this to prove to the University the importance of social media for our success after college, especially in the arts. I urged Chancelor Struppa to commence dialogue on creating an elective course available to artists inter-
7
ested in self-marketing and promotion.
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3 4
6
8 9 10
ing s a c show
t a t n le a t t s e the b
n a m chap 33
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CON_BRO_CHILL Entertainment
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Connor Martin’s Seven Point Strategy for Social Media Success 1. “Our success is all because of what we’ve built over free social networks.” 2. “The key to utilizing Social Media is finding ways to interact and be human.” 3. “You have to visually tell your story through your website.” 4. “Provide substantial content, something that is genuine and has life.” 5. “Using free Social Media tools is the best thing next to grassroots efforts.” 6. “The best way to reach someone is personal interaction.” 7. “In order to humanize the brand, it’s important to respond to everyone that interacts with us via Facebook, Twitter, and our website.”
#IntCom alumnus and pro lacrosse player, Connor Martin stopped by to talk on social media and his band and brand.
John Brian Pierce
David Murphy
GUEST
MARKETING’S NEW NORMAL
64 crayons : media is your box
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“Communications today are consumed differently. The way in which evolve brands must change. Products become brands by building empathetic relationships with the cusomter. Brands beocome sustainable when they deliver relevant diffearentiation.”
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John Brian Pierce
TELL GREAT STORIES Meaning triumpths information
THE 4 E’S
on our final day of instruction, advertising phenom David Murphy was invited to speak. His presentation, Marketing’s New Normal, breaks from the
You don’t need to use all the “crayons” in your box at once, just choose a winning combo.
empathy
Experiences
typical lesson on advertising, as it fuses “new” and “old” media and highlights the fundamental shift in how we use it. In closing, he challenged us to “be
ENERGY
endorsement
the liberators that free advertising from the mental shackles of traditional thinking in order to create truly empathetic brand experiences.”
Now, media is the source of creativity. some of the brands he’s worked with
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JUST SAYIN’ Entertainment
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COMEDIAN RICKY GERVAIS TALKS NEW VOICE APP
Co-founder
Why write to someone when you can SPEAK to them!? #justsayin
So what does Just Sayin’ really have to offer? Do we get to hear celebrity fights on twitter? Debates between politicians? Bill O’Reilly and Jon Stewart? Or is the true appeal of social media that we can opt to hide behind our keyboards, tweet or post things that in a real public arena we otherwise would not dare say. That question is ultimately for social media users to decide.
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founder of
just sayin’
DAVIDHAYDEN makes a stop by
#intcom
From what I could gather, David Hayden is a confi-
dent and smart guy--and he knows it. I look forward to seeing where Just Sayin’ will go. “We knew something was missing in social media,” maybe this is it.
“all the nuances, inflections, sarcasm, and silly voices that entails.” DAVID HAYDEN We had the pleasure of welcoming David Hayden because of an old friendship that Cory O’Connor had back at Harvard--Mike Dovey, one of the primary investors for Just Sayn’. The power of a real-life network: it makes me wonder who I’ll be crossing paths with in 5-10-30 years.
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COMNTY Entertainment
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DEDICATED TO AIDING THE FIGHT AGAINST WATER POLLUTION ONE SHIRT AT A TIME
15% of each sale goes to orgs that aid in restoring our oceans. Today marks great a time to incorporate social responsibility into running a successful start-up. For a company founded by two surfers, it’s what it’s all about. We’ve seen the success with Toms and Lauren Bush’s FEED. It’s great to see Comnty take on an issue that’s close to home for them. Their shirts aren’t just shirts, they mean something to the consumer, and that is the mark of a successful business model.
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GUEST
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Dylan is a
branding boss,
oh yea and his clothing company is pretty cool too. A
fellow
#intcom’er, Dylan Roley
had the chance to get in front of the class and talk about his social entrepreneurship endeavor. His website has a sleek aesthetic with an easy-to-use interface that captures his brand in a nutshell. His blog, Vitamin Sea, is linked to his website and provides followers with a cohesive reflection and compilation of visuals that give his brand an identity. 39
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This holiday season
Target and Neiman marcus partnered up for an all-encompassing integrated marketing campaign, occupying not one, but two hashtags on twitter (#giftofrevenge, #holiday24). In addition to these great brands, the promotion included 24 designers, ABC and its show Revenge, Twitter, YouTube, Facebook Pinterest, and Instagram, brand integration, and product placement at its finest. It was a three prong campiagn, beginning with public announcement, incorpoation into the show Revenge, targeting older and established women, and an integration that was both online and offline.
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CASE STUDY Food+Travel
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WELCOME TO THE BRAND PARTY
GQ and Gap fashioned a similiar partnership where GQ’s best new menswear designers in America designed pieces for Gap. Gap was able to effectively attach itself with the iconic brand of GQ, giving elevation to its own name in fashion. In addition, these new designers were able to gain notoriety by having its brand be more accessible to the consumer. And lastly, GQ was able to display their dominance as a gatekeeper of “what’s in” and what’s not” in menswear, as well as promote their brand, attracting both readership and advertisers.
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INSIDE LOOK Subscribe
A
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rising star in the fash-
ion scene for the past decade, since the addition of Millard “Mickey” Drexler as Chairman and CEO in 2003, J. Crew has experienced monumental success with a re-energized commitment to service, quality, and innovation. As a retail employee of the company for the past year, and as a loyal customer for most of my adult life, I have seen first hand J. Crew’s ability to capitalize on the way it handles its corporate communications and pushes its public relations agenda. In following the company, I have been able to see a pattern and better understand J. Crew’s communication strategy in terms of target publics, key messages, and where the company sees itself heading. As a part of my research, I kept current with Facebook posts and their Twitter feed, e-mail blasts, press releases, media coverage, and credible consumer-orientated
blogs. I also had the opportunity as an employee to experience public relations efforts targeted
towards employees. I was able to check up on The Weekly—a news-
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PUBLIC RELATIONS Subscribe
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letter posted in store to inform employees of the recent company moves, how to best represent the latest public relations efforts through our interactions with customers, creating an in store shopping experience congruent with the company’s public relations strategy and image, press clippings, editorials and finally, any celebrities spotted in J. Crew. And lastly, through interviews with Mark Mason, Store Director at J. Crew and Shawn Buchanan, Public Relations Manager at J. Crew I was able to gain keen insight to J. Crew’s style of brand management and public relations strategy. J. Crew focuses a large part of its public relations efforts on individuals, more specifically women who would consider themselves fashion enthusiasts. These are the kind of women who actively keep current on fashion trends, subscribe monthly to magazines such as InStyle, Women’s Wear Daily, Vogue, and Glamour, stay engaged with the fashion blogging community, and look to opinion leaders for the latest style. Within this public, men are also targeted
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J. Crew’s President and Executive Creative Direction, Jenna Lyons
through placement in magazines such as Details, GQ, and Men’s Health and coverage in the men’s style blog community. Another target public that J. Crew pays attention to is the young professional ranging from ages 25-40. Through e-mail blasts, Twitter and Facebook posts, I noticed J. Crew’s emphasis on marketing its business professional clothing, as well as suiting for both men and women. A 15% teacher dis- count, e-mails with the subject line, “Elevate your work wear,” and women’s suiting described as, “a polished take on the power suit that’s an instant pick-me-up for
weekday wardrobe ruts,” are tactics that serve as a way to expand their audience with out marginalizing their success with
the fashion-forward community.
As
for men, J. Crew is step-
ping up their game even further with their “first-ever boutique dedicated to the finer things in men’s apparel (Refinery29),” featuring suiting among other pieces and accessories fit for the workplace. The store was opened at the beginning of March and gained attention and coverage on fashion blogs, twitter and is yet another way J. Crew is capitalizing
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J. Crew Men’s Shop at 50 Hudson
on targeting this specific public. And lastly, J. Crew is a company that considers itself based more in building relationships than traditionally marketing-focused. J. Crew’s success relies on its ability to build relations with high-profile clients and stylists to secure product exposure through event and celebrity coverage, interviews, and talk shows. J. Crew also allocates the same energy towards establishing strong relations with magazine editors, bloggers, fashion writers and pho-
tographers who are the gatekeepers for what is in style and what consumers should be wearing.
The
primary channels in which J. Crew communicates are realized through their ability to secure editorial placement in magazines, such as GQ, Details, Men’s Health, Instyle, Vogue, Glamour, and Women’s Wear Daily, to name a few. J. Crew also maintains active Twitter and Facebook accounts, reporting on new products, partnerships/collabo-
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John Brian Pierce
rations, and most recently coverage from their debut in New York Fashion Week. In order to keep loyal customers continually engaged, email-blasts are sent out every other day announcing new products, discounts/sales, and an occasional personal letter from the CEO and/or select designers. Collection release parties are regularly held at the New York location where magazine editors, bloggers, writers, photographers, stylists, high-profile clients and fashion insiders are invited to get a sneak preview of the line. These serve as a way to build an on-going relationship and establish communications with the “gatekeepers” of the industry, being able to continually secure high-impact media placement. In a response to keep up with J. Crew’s push to elevate the status of their brand, competitors have been made efforts to do the same. For example, Banana Republic has attached itself to Mad Men sensation with chic and stylish 60’s inspired dresses and suiting. Their partnership with AMC’s hit television show, Mad Men was a marketing tool used in an effort to establish a newer image of high style and class. On another note, J. Crew’s
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target publics, including editors, magazines, bloggers, and stylists have responded positively to their move to elevate the brand. J. Crew has received on-going publicity and coverage in various men and women’s lifestyle and fashion magazines and blogs on new apparel, celebrities wearing J. Crew, and the brands’ shift towards the likes of the New York Fashion Week elite. Maintaining a low profile is a cornerstone of J. Crew’s marketing strategy, which allows for its public relations function to operate most effectively. J. Crew opts for high-impact communication with its target publics, investing its public relations efforts towards stylists, editors, celebrities/ opinion leaders, and bloggers whose support will prove most influential. As a result of this, J. Crew appears to intentionally ignore the mass public. In contrast to similar companies, J. Crew doesn’t produce any national advertising campaigns that typically aim for widespread appeal. J. Crew is very purposeful with its media placement and makes this a priority in order to control brand image. I believe that this practice serves J. Crew most effectively. Rather than throwing money towards
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low-impact advertising, J. Crew makes the most of its resources by concentrating them towards publics whose opinions matter most.
In
INSIDE LOOK
following J. Crew’s commu-
nication strategy, the company has displayed a very clear focus. Receiving high-impact exposure through product placement and securing features and coverage in targeted media. Strategically building relationships with key players in the fashion industry has proved very successful for J. Crew. More specifically, working with high-profile stylist to attain publicity
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John Brian Pierce
at events, talk shows, and in interviews. A well-known example of this is the way J. Crew has been able to capitalize on their relationship with their unofficial spokeswomen, first-lady Michelle Obama. Michelle has made numerous appearances wearing J. Crew and endorsing the brand. More notably, Michelle’s first late-night TV appearance since becoming first lady was made in all J. Crew clothing on the “Tonight Show” with Jay Leno. “Unlike many celebrity guests, she didn’t go with a low-cut cocktail dress or anything dramatic -- just her mint green J. Crew skirt, a thin, gold-flecked sweater and a pair of low, pointed-toe heels. She made the skirt new with a bejeweled gold belt. The light outfit, a mix of both old and new pieces, was an ideal pick against the deep blue backdrop of the “Tonight Show” set.” (Huffington Post)
This kind of publicity is what sets J. Crew a part in respect to its competition and allows it to hold off on running the typical advertising campaign. The support of an opinion leader of this caliber, especially in a position as iconic as first lady, speaks volumes to target publics and the media. This strategy is the hall-
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Michelle Obama in J. Crew on Jay Leno
mark of the J. Crew and allows the company to emerge naturally into the high fashion arena with high regard. After reviewing J. Crew’s corporate communication more indepth, I have become more intent on the idea of potentially working in their public relations department. J. Crew is innovative and consistent in the way capitalizes on its public relations and consolidates its advertising. As a public relation’s emphasis, I would be
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of how the company markets itself successfully. J. Crew is centered in building relationships with those who have the highest impact in the fashion industry and most influential to consumers, which is a primary purpose of public relations at its core. It would be exciting to be on the cutting-edge of the public relations industry in terms of technology and social media but also to work for a company that understands the importance of buildmore apt to work for a company ing and maintaining relationships. greatest strengths where public relations are the focus The
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John Brian Pierce
of J. Crew’s PR program is its ability to elevate its brand in a very organic way while still being able to sustain the appeal of its loyal customer base. This is in a large part due to its many partnerships with various higher-end design houses-- the way they benefit from companies like, Wallace & Barnes, Loro Piana, Thomas Mason and their distinctive draw and quality in design. Establishing these relations allows J. Crew and their collection to step deservingly into New York Fashion Week and get their debut in the “big-leagues” so-to-speak with a genuine ease. This move has proved lucrative since the average consumer prefers a brand that carries these associations but also has product offered at a reasonable price, while J. Crew’s exposure in the New York fashion week is primarily directed towards the high-end shopper. J. Crew has advantageously positioned itself for the past decade and has been very successful, and even more so in comparison to companies in a similar category.
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At this point, their focus to elevate the brand could put the company up against larger competitors and make a company, who was once the “big fish in a small pond,” less relevant when in competition with the likes of upper-echelon brand names. If this is a risk J. Crew is willing to take, it could prove very beneficial. Otherwise, it could potentially be seen as a major weakness. J. Crew doesn’t operate with a style-based communications strategy. Instead, it opts for a more product-based push for consumers. If J. Crew intends on elevating the brand and maintaining success among the top tier in fashion, I would recommend that J. Crew begin to incorporate its style identity into its brand identity. Aside from offering audiences’ quality goods and apparel, I would suggest that J. Crew re-evaluate the brand’s lifestyle identity and embrace it as a part of their communication strategy. J. Crew is at a very good place right now in terms of the
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way it appeals to a wide range of consumers. Recently, the company seems to be making changes in hopes of achieving new company goals as shown through their shift in their public relations strategy. With this in mind, I would suggest that the company stay mindful of how these moves impact what J. Crew has worked so hard to build and the relationships it has with consumers. Recently, the company seems to be making changes in hopes of achieving new compa-
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John Brian Pierce
ny goals as shown through their shift in their public relations strategy. With this in mind, I would suggest that the company stay mindful of how these moves impact what J. Crew has worked so hard to build and the relationships it has with consumers. Editorial by John Brian Pierce
Below: J.Crew Men’s Collection at New York Fashion Week
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MEET THE Subscribe
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Snook Chaipornvadee @eatfooddostuff
Lexy Marchbank @lexymarchbank
I grew up in Bangkok, Thailand. I came to the U.S. freshmen year of high school to study. I wanted to go into the film business and chose to attend Chapman. I love to explore unusual places and go on hikes. My philosophy in life is to never have a boring weekend.
From Los Gatos, Calif. Junior PR & AD major with a minor in french. I want to work in fashion PR. Blog: http://healthyshopping2012.wordpress.com/ Asking Safeway Inc. to put nutrition consultants in stores so that people can seek out guidance to make healthier meals that they still love to eat.
http://cuwilderness.wordpress.com/ In my blog I want to encourage other Chapman students to go on a month long backpacking trip to explore the wilderness, learn survival skills, and discover themselves.
Camellia Khalvati @CamelliaK7
Lauren Wood @lauren_wood55
From San Francisco, Calif. Junior PR & AD major minor in Graphic Design & IES. I want to work in the nonprofit field and make a difference in the world with the work I do everyday.
SF Bay Area native. PR&A Major; Graphic Design minor. I love classic literature, fashion, kittens, all things social media, the color pink and Herman Melville.
https://camelsays.wordpress.com/ My blog is asking Oprah Winfrey to stop using photoshop for images in her magazine. I believe the use of photoshop in magazines is distorting the perception and definition of beauty, effecting the self-esteem of millions in the world.
John Brian Pierce
Blog: http://paperpenandthread.wordpress. com/ I want to help create a Fashion Studies & Merchandising major at Chapman University. As a liberal arts university in Orange County, adding this degree would give students the chance to pursue their dreams in the fashion industry.
#INTCOM’ERS Subscribe
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Alex Casini @alexcasini
Charlotte Silverstein @charsilverstein
Born and raised outside San Francisco. PR&A major; Business Administration minor. I love cooking and being fit. My ideal career would be working for a major health and fitness magazine in marketing or advertising.
Born and raised in Mill Valley. PRA/ Spanish double major, leadership minor. I am fluent in French and Spanish and travel to France to visit my family pretty much every year. I hope to use this to my advantage and might want to work in international PR.
http://organicorange.wordpress.com My blog is Organic Orange: a movement that urges community members to better their well being through eating more organically, creating more organic bonds between communities, and finding a healthy life balance through ways of mediation.
http://anotsoprivateeducation. wordpress.com/ My blog describes my frustration with some class sizes and class registration at Chapman.
Chelsea Rush @chelsearush1
Mi Mai @evilllmi
Born and raised in Southern California. PR&A major; Dance Minor. I want to do advertising in the entertainment industry with either music or film. I am going abroad on Semester at Sea to broaden my knowledge for a more international career. I love dancing, animals, music, and travelling.
A Chapman University senior working on my dual degrees in PR & Advertising and Business Administration with an emphasis in Marketing. Obsessed with advertising, branding, social media, and my dog.
http://secretsoftheslaughterhouse. wordpress.com/
My blog identifies the shortcomings of alcohol education programs among colleges. By using Dani Smith as my change agent, I hope to revolutionize the alcohol education program.
My blog brings awareness to the animal cruelty that occurs in the cow slaughterhouses throughout the US.
John Brian Pierce
http://drinksmart.wordpress.com/
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Alberto Gonzales @sketchyberts
Austin Roberts @austinnroberts
Born and raised in San Diego. Planning to attend grad school in Manchester to pursue a Masters in International Creative Advertising. My dream career isn’t specific but would definitely involve a lot of traveling.
I am a Pacific NW native turned Orange County gal, PR/Ad junior with a lead minor & a Social Media/ Marketing intern at a company that encourages & helps women to rise above poverty called 31 Bits. I hope to continue working in non-profit &/or cause-oriented PR.
Blog: promotionandrelegation. wordpress.com
Blog: lovenomistake.wordpress. com/
Arguing why Major League Soccer should implement the promotion and relegation structure and ditch the current structure.
Blaire Tolentino @blairetolentino I grew up in Hawaii in a small tightknit community and spent 6 years working in the restaurant business. I feel those jobs taught me valuable lessons about communications. I’m excited to expand my horizons and my network. Blog: justblaire.wordpress.com/ The goal is to help us all start thinking about others and being conscientious. If you take time to really think about how you’d like to be treated and project that outward I think we would all be a little happier.
John Brian Pierce
“’Cause God Makes No Mistakes” seeks to see acceptance, love and change within the church.
Brenda Haug @brendahaug I’m a senior from Woodland Hills. I somebody hope to be BeautyEditor for Cosmo in NY. I interned with MTV, Good Day LA Fox, and Riviera Magazine. I love Disneyland and my two bunnies. http://nocompassionforfurfashion. wordpress.com My blog, No Compassion For Fur Fashion, is trying to get Vogue editor- in- chief Anna Wintour to take fur out of the pages of her magazine, making it less popular for high end designers so we can put a stop to useless fur in fashion and animal cruelty.
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Dasha Dorlandt @goshdasha
Fiona Mushia @fionamushi
I am a junior PR/Ad major from Los Angeles, CA (specifically Los Feliz). I am in love with all things edible and colorful. I’ve interned at a PR firm, internet company and ad agency, all the while still trying to find my niche.
I was born and raised in Dar es Salaam Tanzania. My freshman year of college was my first time coming to the U.S. I love fashion and this year my sister and I launched the first online apparel site in Tanzania. http://schoolskillcreativity.wordpress.com/about/
theimportantimpulse.wordpress. com
My blog is about the ways in which schools kill creativity and the importance of including art education in the public school system in Tanzania. My change agent was the Minister of Education in Tanzania.
My blog is about the effects of impulse behavior on consumers. It also emphasizes the need for a manned organic/ healthy eating promoting kiosk in Pavilions stores.
Lauren Curtis @lcurtis8990
Natalie Anderson @nat_anderson
I’m a senior at Chapman University studying Advertising / PR and Graphic Design. I have had several internships in fashion and graphic. design. I enjoy networking, meeting new people, playing the guitar, concerts, fashion, and shopping.
I’m a Senior from Denver, Colorado. I’ve chosen to pursue a career in the music industry, as my previous internships have inlcuded time at record labels and PR firms. Lover of all things music, books and food!
My blog: http://ourbodiesourselves. wordpress.com/wordpress.com/ Victoria’s Secret, the largest American retailer of women’s lingerie, is a brand associated with womens’ beauty and sexuality. The company carries a branch called “Pink,” that does not support breast cancer awareness. I want to change that, My blog will be directed to Victoria’s Secret CEO.
John Brian Pierce
http://changingthetune.wordpress. com/ In my blog, Changing the Tune, I draw attention to the negative reprecussions of the illegal downloading of music as well as the necessity to develop streaming and downloading alternatives that will help to compensate the artists and strengthen the industry as a whole.
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Tommy Miers @tommySFmiers
Caitlin Valtierra @cmvaltierraa
I am a senior PR/AD major, English Minor. I was raised in the Bay Area. My dream is to work in sports marketing. I have interned at an ad agency, sports agency, and a PR firm. I love coffee, tea, and my golden retriever.
Junior PR/Ad major, Spanish major, lead studies minor. Born and raised in the Bay Area (Go Giants!), I would love to someday have my own PR firm. I love Led Zeppelin, adventures, and witty people. http://breakthebubblechapman.wordpress.com/
http://pantherfortailgates.wordpress. com/
I created Break the Bubble Chapman as a tool to encourage more Chapman students to study abroad. Employing relevant articles, blog excerpts, and images, I attempted to highlight all the benefits of studying abroad while clearing up popular misconceptions.
My blog makes the case for why Chapman should have school sponsored tailgates before football games. The argument is based around how there is a lack of school spirit, and how school spirit actually benefits a student body.
Shaun Hayward @shaun_hayward I am a senior PRA major with and English minor from San Clemente, Calif. I’ve been working at Hurley International since June in E-Commerce. I hope to continue to work in the action sports industry after I graduate.
http://thereusablerevolution.wordpress.com My blog focused on a ban on single use plastic water bottles on the Chapman University campus. I argued the benefits of using reusable water bottles and the harmful effects single use plastic water bottles have on the environment and the human body.happier.
John Brian Pierce
Rebecca Sun @rebssun Junior at Chapman University studying PRA. Recent PR internships were with Vans footwear and Roxy. I hope to continue working within the field of lifestyle and action sports wear but I am open to all opportunities and eager for more experience! http://keepingcrystalcovecrystalclear. wordpress.com/ My blog sheds light on the fact that there are not enough trashcans on the hiking trails at Crystal Cove State Park. By using the President of the Crystal Cove Alliance, Henry Helling, I aim to get his attention and use him as a resource for more trashcans so that there is fewer littering!
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Rachel Tilghman @racheltilghman
John Brian Pierce
Missy Kockos @mkockos
From Richmond, Virginia, I came to Chapman with my heart set on Broadcast Journalism. After my first internship took an unexpected turn towards Community Relations. I now work in the Communications Deptartment at the Anaheim Orange County Visitor and Convention Buearu. I am involved in many clubs and organizations on campus, including Student Government Association and Kappa Alpha Theta. I believe in traveling frequently, eating well, and challenging yourself.
I am a senior Pr/Ad major at Chapman and an IES minor. I just ended my internship at Chiat Day and throught that was able to confirm my passion for the advertising industry. I believe everyone can accomplish their dreams and live the life they want to. Happiness is not a destination, it is a way of life.
My blog: http://thenonprofitlandlord. wordpress.com/
http://three3percent.wordpress.com/
Discussing the lack of female creative directors in the advertising industry and how it can have major affects on businesses.
I wanted to bring awareness to CHIA, and the push by Greeks involved in Congress to make safer housing for Greek students.
Carolyn Croce @carolyncroce
Carlos Huerta @charleswffls
I am a junior public relations and advertising major with a sociology minor. I am from Saint Paul Minnesota. I love food friend and family.
Being physically healthy and fit is such an important matter that many people don’t understand. Let’s change that.
“Carolyn is a lovely girl. She’s the kind of person who comes early to class and helps out wherever is needed, without being asked. She’s very talented, yet stays humble through and through. Carolyn was recognized as the student who most embodied the themes of #IntCom this semester and was awarded by our professor with a Tory Burch lunch box from the Neiman Marcus Target Holiday Collection.”
Blog: http://modernizinggymsatchapmanuniversity.wordpress.com/
“I’ve had Carlos in my PR campigns class this semester. He strikes me as the sorta of guy who’s willing to speak his mind and could care less about pleasing people. In a disucssion-based class, that mentality can be both refreshing and a great addition.”
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THE FINAL SUPPER I’M NOT SAYIN’ CORY IS JESUS, I’M #JUSTSAYN’...
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John Brian Pierce
... It was our last class together
“We are cultural anthropoligist”
“Look for the commonalities.”
“When things get crazy do art.”
Memorable Quotes from Cory
“We’re characters in eachothers stories.”
“Facebook is the Titanic of our generation” Response: The movie? Or the ship?
I’M A MILLENNIAL AND HERE’S WHAT I CAN DO FOR YOU
SOCIAL MEDIA PORTFOLIO Subscribe
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John Brian Pierce
Dear Cory,
CORY O’CONNOR
I want to sincerely thank you for an incredible semester. Without you, I would have never had the chance to put my creativity to the test, something I’ve been looking forward to at Chapman. I wish you the very best. With friendship,
JB
CONTINUE THE CONVERSATION Twitter: @johnbrianpierce
FUTURE EMPLOYER
LinkedIn: John Brian Pierce Email: johnbrianpierce1@gmail.com Phone: 626 807 7142
THANK YOU!