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J 349  

PR Portfolio   Kelsey  DeMarco   12/13/2010        


TABLE OF  CONTENTS    

Introduction    

2

News Release    

3

Pitch Letter    

5

Backgrounder  

7

Customer Service  Letter  

13

Newsletter

15

17

Brochure Copy    

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INTRODUCTION   This  portfolio  contains  writing  samples  relevant  to  the  public  relations  field.  The  samples   were  written  during  the  span  of  a  semester  in  J349  PR  Writing  at  Indiana  University.  Due  to   instructive  nature  of  the  course,  some  of  the  facts  and  names  are  fictional.  The  collection   serves  to  demonstrate  both  my  writing  and  my  knowledge  of  the  field.        

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NEWS RELEASE                

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J349 Group    

Date:    9/8/10   For  Immediate  Release  

      For  further  information  contact:    Kelsey  DeMarco   PR  Director     630-­‐596-­‐7946   kmdemarc@indiana.edu  

Les Champs  Elysees  Expands  Hours           Bloomington  salon  and  spa  expands  Sunday  hours   Bloomington,  Ind.—  A  higher  demand  for  salon  and  spa  services  in  Bloomington  on  Sundays   has  prompted  some  salons  to  extend  hours.  Les  Champs  Elysee  Aveda  Day  Spa  and  Salon  will   now  be  open  from  11  a.m.  to  7  p.m.  on  Sundays  to  meet  demand.   “If  someone  wanted  to  get  a  massage,  manicure,  pedicure,  waxing  or  hair  color  and  cut,   there  are  limited  offerings  around  town  on  Sunday,”  said  owner  Margarete  Disque.   Salon  magazine  voted  this  salon  one  of  the  “Top  200  Fastest  Growing  Salons”  for  two   consecutive  years.  Les  Champs  Elysees  is  also  known  for  being  a  top  retailer  of  eco-­‐friendly   Aveda  products.         Les  Champs  Elysees  is  located  on  601  N.  College  Ave.  in  the  Tenth  and  College   apartment  complex.  For  weekday  visits  the  salon  is  open  10  a.m.  to  8  p.m.  and  Saturday  10  a.m.   to  5  pm.  Disque  also  owns  John  Edward  Salon  located  on  Indiana  Avenue.       ###   4    


PITCH LETTER                  

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September 21,  2010     William  Sawalich   Digital  Photo  Magazine   Werner  Publishing  Corporation   12121  Wilshire  Blvd.,  12th  Floor   Los  Angeles,  CA  90025    

Mr.Sawalich,     The  ever-­‐changing  world  of  visual  communication  will  once  again  be  transformed  come   October.  Kodak  will  launch  a  campaign  to  encourage  expression  from  a  personal  point  of  view.       The  campaign,  So  Kodak,  is  all  about  a  young,  hip  and  individualized  perspective  on  the  world.   The  brand  is  revamping  its  classic  Kodak  Moment  movement  to  target  a  younger  generation.   Kodak  will  emphasize  connecting  through  pictures.       Kodak  wants  individuals  to  share  their  view  on  the  world.  A  digital  camera  and  computer  are  all   a  person  needs  to  show  who  they  are.  The  integrated  campaign  will  ask  the  question,  “Are  you   So  Kodak?”  Advertising,  special  events,  celebrities  and  social  media  will  all  encourage  young   adults  to  answer  the  question  and  share  it  with  the  world.         The  campaign  centers  around  a  new  “Share  Button”  on  Kodak  cameras.  This  Kodak  Share   Button  will  make  self-­‐expression  even  easier.  With  just  one  click  a  picture  can  be  uploaded   simultaneously  from  a  Kodak  camera  to  Facebook,  Flickr,  YouTube,  Twitter,  Kodak  Gallery  and   e-­‐mail.           Chart-­‐topping  artists  Rihanna,  Drake,  Pitbull  and  Trey  Songz  will  promote  the  campaign  for   Kodak.  Advertising,  social  media,  events  and  promotions  will  develop  their  view  of  the  world.   Consumers  will  learn  the  artists’  So  Kodak  stories  and  be  encouraged  to  create  their  own.     We  feel  your  technological-­‐savvy  and  independent  readers  would  embrace  showing  life  from   their  perspectives.       I  look  forward  to  speaking  with  you  soon.     Sincerely,       Kelsey  DeMarco   Kodak  Media  Director        

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BACKGROUNDER    

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Bloomington Campus  Traffic  Safety  Task  Force   Indiana  University  Bloomington  created  a  Traffic  Safety  Task  Force  in  2009  to  improve  traffic   safety.         Background   Indiana  University  Bloomington  is  a  campus  busy  with  more  than  48,000  students  and  staff.   Pedestrians,  bicyclists,  cars  and  buses  crowd  the  campus  daily  and  often  create  heavy  traffic.       IU  has  had  a  relatively  low  rate  of  traffic-­‐related  accidents  in  comparison  to  other  similarly  sized   campuses.  Three  fatalities  have  occurred  in  the  last  decade.  Two  students  were  killed  in  2002.   The  most  recent  fatality  was  sophomore  Peter  Dunog  when  he  was  hit  by  a  car  crossing  Fee   Lane  in  September  2009.         In  response,  IU  Provost  and  Executive  Vice  President  Karen  Hanson  created  the  Bloomington   Campus  Traffic  Safety  Task  Force  on  Sept.18,  2009.  The  mission  was  to  scrutinize  traffic  safety   and  develop  improvements.       The  provost  and  executive  vice  president  is  the  chief  officer  on  the  Bloomington  campus.  The   position  was  developed  in  2006  with  responsibilities  including  overseeing  leadership,  leading   globalization  efforts  and  improving  diversity.     -­‐  more  -­‐   8    


The task  force  was  composed  of  Kurt  Zorn,  associate  vice  provost  for  undergraduate  education,   Paul  Sullivan,  deputy  vice  president  for  capital  projects  and  facilities,  members  of  Indiana   University  Police  Department,  students,  staff  and  officials  from  the  City  of  Bloomington.  The   team  spent  a  month  studying  traffic  patterns,  developing  an  e-­‐mail  suggestion  account  and   consulting  with  traffic  experts.  The  task  force  deliberated  over  their  findings  during  five   meetings  in  October  (“Campus  Traffic  Safety  Recommendations.”).       Findings     The  task  force  observed  traffic  patterns  and  listened  to  community  concerns  to  pinpoint  traffic   and  pedestrian  hazards.  After  a  month,  the  task  force  developed  a  list  of  trouble  areas   including:   •

Pedestrian  distractions   Many  students  and  staff  use  technological  devices  such  as  cell  phones  and  MP3  players   while  walking.  Generally,  these  pedestrians  tend  to  observe  traffic  rules  but  can  be   distracted  by  such  devices.    

Confusion of  the  law     Indiana  laws  of  right  of  way  are  not  clear.  After  studying  the  law,  the  task  force  found   vehicles  need  not  yield  for  pedestrians  unless  there  is  a  “walk”  or  “don’t  walk”  sign.  The   general  public  believes  pedestrians  always  have  the  right  of  way.    

     

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Recommendations   During  meetings  the  task  force  developed  recommendations  for  improving  safety.  These   include  (“Campus  Traffic  Safety  Recommendations.”):   •

Education program      The  education  program  will  take  place  at  the  beginning  of  each  semester.  It  will  present   a  clear,  visual  message  to  help  the  community  understand  the  rules  of  the  road.   Education  strategies  are  to  include  posters,  pamphlets,  social  media,  bus   advertisements,  educational  programs  and  a  safety  Web  site.  Emphasis  is  placed  on   continuing  education  for  years  to  come  in  order  to  minimize  pedestrian,  bicycle  and   vehicle  accidents.    

New crosswalks   The  school  will  create  install  crosswalks  with  “safe  zones”  at  two  locations  on  Fee  Lane.   These  will  include  signage  and  pedestrian  islands.  More  “safe  zones”  will  be  installed  on   campus  if  these  two  appear  to  slow  traffic  and  increase  ease  of  pedestrian  crossing.    

Future   IU  will  continue  to  enact  and  expand  upon  the  recommendations  developed  by  the  task  force.   In  hopes  of  minimizing  hazards  in  the  future,  traffic  education  will  become  more  integrated  into   freshman  orientations  and  IU’s  Web  site.  A  traffic  engineer  will  be  hired  to  continue  studying   pedestrian,  bicycle  and  vehicle  traffic  and  make  future  suggestions  on  speed  limits,  crosswalks     -­‐  more  -­‐    

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and bus  stop  locations.  Improved  student  and  staff  safety  will  continue  to  be  a  priority  at  IU   (“Get  Street  Smart.”).       Contact  Information   Office  of  the  Provost  and  Executive  Vice  President   Indiana  University  Bloomington   Bryan  Hall  100   107  S.  Indiana  Avenue   Bloomington,  IN  47405   Phone:  812-­‐855-­‐9011   Fax:  812-­‐  855-­‐1871   E-­‐mail:  provost@indiana.edu                                                        

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Works Cited     “Campus  Traffic  Safety  Recommendations.”  Indiana  University  Bloomington.  Office  of  the   Provost,  Nov.  2009.  Web.  27  Sept.  2010.  <http://www.iub.edu/provost/traffic/>.   “Get  Street  Smart.”  Pedestrian  Safety.  Indiana  University  Bloomington,  2010.  Web.  27  Sept.   2010.  <http://www.indiana.edu/~getsmart/>.   “IU  Bloomington  task  force.”  IU  Newsroom  18  Nov.  2009:  n.  pag.  Web.  27  Sept.  2010.   <http://newsinfo.iu.edu/news/page/normal/12603.html>.                                                         ###   12    


CUSTOMER SERVICE  LETTER                  

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85 West  Street  .  New  York  City,  New  York,  10006       October  18,  2010     Mr.  Dave  Doyle   1911  Highland    Ave.     Downers  Grove,  IL  60516  

212-­‐656-­‐7980. kdemarco@marriott.com  

 

Dear Mr.  Doyle:     Marriott  is  eagerly  awaiting  your  visit  next  week.  The  quality  of  your  stay  is  of  the  utmost   importance  to  our  dedicated  staff.       Marriott  Ground  Zero  is  ideally  located  for  exploring  everything  New  York  City  has  to  offer.  The   hotel  is  across  the  street  from  where  the  World  Trade  Center  stood.  We  are  experiencing   increased  noise  due  to  construction  at  the  site.       Workers  are  behind  schedule  and  are  working  from  6  a.m.  until  2  a.m.  daily.  I  assure  you  the   noise  from  rebuilding  will  not  diminish  the  quality  of  your  stay.  Complimentary  earplugs  and  a   CD  containing  soothing  music  will  be  provided.  Additionally,  Marriott  Ground  Zero’s  staff  will   strive  to  fulfill  any  requests  you  may  have.         We  apologize  in  advance  as  our  nation  rebuilds  from  the  9/11  tragedy.      

Enclosed are  brochures  describing  Marriott  Ground  Zero  and  the  services  to  make  your  stay  the   best  possible.  Please  do  not  hesitate  to  contact  us  if  you  have  any  questions  or  concerns.         Sincerely,         Kelsey  DeMarco   Public  Relations  Director       KD   Enc:  Marriott  Information   C:  bc   14    


NEWSLETTER  

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Students take  a  break  from  the  fast  paced,  technological  learning  environment  to  master  writing  

skills.  

The course  J349  Public  Relations  Writing  provides  Indiana  University  public  relations  students  a  

laid back,  hands-­‐on  environment  to  learn  effective  communication.  The  class  of  20  females  learns  PR   essentials,  such  as  how  to  write  press  releases  and  backgrounders.  Students  finish  the  semester  by   compiling  a  portfolio  of  writing  samples  relevant  to  their  careers.        

Collaboration and  editing  are  vital  to  Professor  Bill  Oates’  teaching  style.  Students  work  

together, edit  each  other’s  work  and  participate  in  class  discussion.        

Oates, who  completed  three  degrees  at  IU,  returned  to  Bloomington  this  semester.  Students  

benefit from  both  his  passion  for  the  field  and  his  years  of  experience  in  the  PR  and  newspaper   industries.     “My  pipe  dream  for  ‘retirement’  was  the  come  back  to  Bloomington  to  teach,”  says  Oates.   “Somehow  it  all  worked  out,  and  I’m  living  my  dream.”   J349  students  learn  the  importance  of  writing  with  what  Oates  titles  “power  and  grace.”  After   continuous  editing  and  practice,  students  become  attune  to  the  importance  of  critiquing  their  writing.     Students  learn  the  public  is  bombarded  with  an  overwhelming  amount  of  information.  Thus,  it  is   the  job  of  PR  professionals  to  get  their  message  heard.     Enrollment  is  open  for  numerous  sections  of  J349  during  the  2011  spring  semester.  For  more   information  visit  http://journalism.indiana.edu/  

 

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BROCHURE  

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Welcome to  Downers  Grove,  Ill.  Whether  you’re  a  first  time  visitor  or  one  of  the  more  than   50,000  residents,  your  time  spent  here  will  be  enjoyable  and  exciting.  The  suburb,  located  22   miles  west  of  Chicago,  balances  the  hustle  and  bustle  of  a  city  with  the  quaintness  of  family  life.       Downers  Grove  has  grown  to  become  one  of  the  area’s  top  suburbs  since  its  foundation  in  1832   by  Pierce  Downers.  From  the  wide  range  of  restaurants  to  two  excellent  school  districts,   Downers  Grove  is  the  ideal  location  for  families.         EVENTS     A  variety  of  annual  events  bring  the  town’s  residents  together.  With  every  season  comes   numerous  gatherings,  from  the  Tree  Lighting  Ceremony  in  November  to  a  bike  race  in  August.   Gather  the  family  and  hit  the  town  for  an  enjoyable  day  on  the  town.       Heritage  Festival     The  three  day  festival  brings  the  town  out  for  celebration.  Amusement  rides,  numerous   entertainment  stages,  hundreds  of  food  venders  and  a  beer  garden  make  Heritage   Festival  a  highlight  of  summer.  Gather  the  family  for  a  day  of  fun  or  enjoy  friends’   company  at  night.           Visit:  www.events.downers.us       Tree  Lighting  Ceremony      

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Watch the  lighting  of  the  holiday  tree  during  the  town’s  annual  Tree  Lighting  Ceremony.   More  than  1,000  ornaments  made  by  community  children  adorn  the  tree.  Enjoy  warm   refreshments  donated  by  local  Starbucks  and  Caribou  Coffee.      

4:30 p.m.  on  Nov.  26,  2010,  at  the  Main  Street  Train  Station    

PARK  DISTRICT   The  Downers  Grove  Park  District  provides  recreation  programs,  facilities,  parks  and  nature   areas  for  the  town.  From  organizing  sports  teams  to  maintaining  a  gorgeous  golf  course,  the   Park  District  enhances  the  lives  of  all  residents.      

Visit: www.dgparks.org  

Recreation Center   The  69,000-­‐square-­‐foot  facility  opened  in  2003.  The  center  has  a  full  fitness  area,   athletic  courts  and  a  track.  Register  for  a  yoga  class  or  one  of  the  many  fitness   classes  to  enhance  your  workout  plan.                

4500 Belmont  Road   630-­‐960-­‐7250   Hours:    Monday  –  Friday:  5  a.m.  –  10  p.m.     Saturday:  6  a.m.  –  7  p.m.     Sunday:  7  a.m.  –  6  p.m.    

Downers Grove  Golf  Club   Hit  the  driving  range  to  work  on  your  swing  or  attempt  the  historical  nine-­‐hole   course.  Founded  in  1892,  the  beautiful  grounds  offer  the  ideal  setting  for  an   enjoyable,  leisure  afternoon.      

2450 Haddow  Ave.     19  


Parks  

630-­‐963-­‐1306

Downers Grove  is  home  to  49  park  sites.  Get  outside  to  enjoy  fishing,  ice  skating,   sports  facilities,  gardening  plots  and  much  more.  Enjoy  a  walk  or  a  bike  ride  in   the  10-­‐acre  Belmont  Prairie  or  the  150-­‐acre  Lyman  Woods  forest  preserve.      

Visit: www.dgparks.org/Parks  

RESTAURANTS   The  food  to  satisfy  your  craving  is  just  around  the  corner.  From  a  sit-­‐down  experience  to  a   quick,  tasty  lunch,  Downers  Grove  restaurants  will  not  disappoint.  A  slew  of  both  family-­‐owned   eateries  and  chains  are  around  every  turn.  Be  adventurous  and  try  an  ethnic  cuisine  or  stick   with  Chicago-­‐style  deep-­‐dish  pizza.      

Dimitri’s Restaurant  &  Pancake  House   Wake  up  to  a  cup  of  coffee,  giant  pancakes,  a  breakfast  burrito  or  an  egg  skillet.   The  homey  décor  and  pleasant  staff  provide  the  relaxing  environment  to  start   your  day  off  right.              

   

 

Portillo’s

1244 Ogden  Ave.   630-­‐963-­‐0008   Hours:    Monday  –  Friday:  7  a.m.  –  2  p.m.     Saturday  –  Sunday:  6  a.m.  –  3  p.m.    

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This eatery  serves  up  the  area’s  best  hot  dogs  and  Italian  beef.  Growing  from  a   small  trailer  business  in  1963,  Portillo’s  has  become  a  chain  with  food  craved  by   Chicagoans.  Try  a  famous  chopped  salad  or  chocolate  cake  shake.          

1500 Butterfield  Road   630-­‐495-­‐9033   Hours:  Daily:  10  a.m.  –  10  p.m.  

DRINKS Quench  your  thirst  at  one  of  the  bars  in  Downers  Grove.  There  is  a  spot  for  you,  whether  you   are  looking  for  location  to  watch  your  favorite  sports  team  or  a  quiet  place  to  chat.     Ballydoyle  Restaurant  &  Irish  Pub   Step  out  of  the  suburbs  and  into  Ireland.  Ballydoyle  offers  acclaimed  Irish  cuisine   in  a  homey  tavern  setting.  Grab  a  Guinness  at  the  bar,  watch  Trinity  Irish  Dancers   perform  or  enjoy  a  beer  at  the  outside  patio.  Visit  Friday  and  Saturday  evenings   for  live  entertainment.    

 

       

5157 Main  St.     630-­‐969-­‐0600   Hours:    Monday  –  Friday:  11:30  a.m.  –  1  a.m.     Saturday:  11:30  a.m.  –  2  a.m.     Sunday:  11:30  a.m.  –  10  p.m.    

Another Round  Bar  and  Grill   Choose  from  one  of  the  20  beers  on  tap  while  watching  your  favorite  Chicago   sports  team  on  one  of  the  40  televisions.  Located  in  the  heart  of  Downers  Grove,   Another  Round  serves  great  drinks,  enjoyable  food  and  the  perfect  atmosphere   to  spend  time  with  your  buddies.     21  


5141 Main  St.     630-­‐963-­‐0333   Hours:    Monday  –  Thursday:  11:30  a.m.  –  12  a.m.     Friday  –  Saturday:  11:30  a.m.  –  2  a.m.     Sunday:  11:30  a.m.  –  9  p.m.  

 

The Cellar  Door   Enjoy  a  glass  of  wine.  Sit  with  friend  on  the  outdoor  patio  or  have  appetizers  and   drinks  in  the  cozy  cellar.  Special  tasting  nights  and  live  entertainment  add  extra   enjoyment  to  your  fine  wine  experience.          

5150 Main  St.   630-­‐241-­‐2030   Hours:    Monday  –  Thursday:  11  a.m.  –  10  p.m.     Friday  –  Saturday:  11  a.m.  –  12  a.m.   Sunday:  12  p.m.  –  8  p.m.    

 

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PR Portfolio  

Portfolio of work completed for a PR Writing Class

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