Tiffany A. Stanley Public Relations
Tiﬀany A. Stanley I chose to study and focus my career on Public Relations because I’m fascinated by the concepts of paradigms and perceptions and what builds them. I grew up in my parents’ small business and learned at a young age that getting into the head of the customer is what drives success. I believe that targeted communication and strategic messaging are the keys to this success. To me, Public Relations is a channel with which to do good by helping build positive perceptions, and is something I want to strive to do in my life as well as professionally.
I am a hard worker, but I am also eﬃcient as a result of my work experience. I’m loyal; I never give up and I always give one hundred percent eﬀort. I easily adapt and like to try new things and no job is too small or not worth my time. I do my best to focus on the solution instead of the problem. I believe that nothing is impossible if you put your mind to it.
We keep moving forward, opening new doors, and doing new things, because we're curious and curiosity keeps leading us down new paths.
Table of Contents
Media Plan Market Research Plan Crisis Communications Plan Social Media Plan- In Progress Global PR Campaign- In Progress
NoMI/Park Hyatt Ad Campaign Garden Launch Party Weddings
Press Release Pitch Letter Letter to the Editor
Volunteer Work Columbia Chronicle Article
Media Plan Brand: CokeZero
Objective: Select a brand and create a comprehensive, one-year media plan with a $10,000,000 budget.
Role: For this project, I assumed the posi on of a media strategist, buyer and planner and created a media plan addressing a target specific to the brand.
Strategy: My media mix included Television (both Local and Na onal), Outdoor/Out of Home, and Internet.
Results: Research in MRI showed that the majority of diet cola drinkers are from the southern United States and donâ€™t watch a great deal of television. I therefore determined that the most eďŹ€ec ve way to reach them would be to use predonminately Outdoor/Out of Home adver sing and emphasize major southern ci es to specialize the target and lightly supplement with Internet and Television to gain reach.
MARKET RESEARCH PLAN Brand : Charles Shaw “Two Buck Chuck” Wine
Objective: Plan and execute a market research project to assess if an expansion in distribuon to a bulk membership store like Cotsco would increase sales for the Charles Shaw.
Role: This was a team project, of which I was the team leader. In addi on to leadership responsibili es, I was responsible for category trends, the situa on analysis of the brand and secondary research for the brand. I was also in charge of an ethnographical study, the netnographical study and the focus group that we executed including, organizing and wri ng the ques ons, modera ng, compiling and analyzing the data.
Strategy: Our methodology included secondary research including MRI and Spectra Nielsen data analysis and trade publica on datat, an ethnographic observa onal study and a netnographical study, a focus group and a survey.
Results: We hypothesized that Charles Shaw sales were limited because Trader Joe’s is its sole distributor and that expanding to stores like Cotsco would increase sales in more varied markets while maintaing the brands exclusivity through store membership. While our hypothesis was found to be par ally true, we found that selling Charles Shaw at Cotsco would devalue the brand’s perceived quality. Our data also revealed that Charles Shaw should market that “Two Buck Chuck” and Charles Shaw as one and the same as it was a dis nc on many did not know. Charles Shaw (Wine : Domestic Dry Table) Pints Total Consumption BehaviorScape Framework
LifeStyle BehaviorStage Start-Up Families HHs with Young Children Only < 6 Small Scale Families Small HHs with Older Children 6+ Younger Bustling Families Large HHs with Children (6+), HOH <40 Older Bustling Families Large HHs with Children (6+), HOH 40+ Young Transitionals Any size HHs, No Children, < 35 Independent Singles 1 person HHs, No Children, 35-64 Senior Singles 1 person HHs, No Children, 65+ Established Couples 2+ person HHs, No Children, 35-54 Empty Nest Couples 2+ person HHs, No Children, 55-64 Senior Couples 2+ person HHs, No Children, 65+ Total
Affluent Suburban Spreads
Struggling Urban Cores
Modest Working Towns
Plain Rural Living
Variables and Measures
Demographic Variables Census Division East North Central East South Central Middle Atlantic Mountain New England Pacific South Atlantic West North Central West South Central
Source: Spectra BehaviorScape: Total Consumption/Spectra 2011 Jun (Spectra)/Homescan Product Library
8.0% 0.4% 4.5% 4.7% 2.8% 63.6% 12.0% 3.7% 0.4%
52 7 34 66 58 424 60 53 3
Crisis Communications Plan Brand: Apple Inc.
Objective: Create a Crisis Communica ons Plan for a hypothe cal, but plausible, situa on for a company of my choosing based on current prodrones.
Role: For this project, I assumed the posi on of a Public Rela ons Director and created a Crisis Communica ons Plan envisioning a probable crisis scenario for Apple concerning the integrity of their interna onal suppliers and crea ng an appropriate reac on plan should such a crisis ensue.
Strategy: My methodology included assessing key publics that would need to be considered when responding to this crisis, iden fying who would be in the crisis communica ons team and the media spokesperson, iden fying the list of key media, crea ng a holding statement key messages that would be u lized to respond to press inquiries, wri ng a vague press release that could easily be edited to respond to however the crisis ensued, and research and analyze prodrones that suggest this event could take place.
Results: Ironically, a en on in the media has recently focused on Appleâ€™s rela ons with Chinese company Foxconn. Apple responded in much the same way that I had recommended in my plan. Apple became much more transparent about itâ€™s standards with suppliers. Akin to my plan, an audit was conducted and the results were publicly released and Apple has required Foxconn to be more socially responsible by reducing over me and increasing wages.
Social Media Plan Brand: Stanley Galleries An ques
objective: Audit a companyâ€™s online/social media presence and create a plan to improve their presence based on company objec ves.
Role: For this project, I worked as a social media consultant. A er audi ng Stanley Galleries and its compe tors, I determined the best course of ac on that would be eďŹ€ec ve for both the owners and their target audience.
strategy: My plan mainly centered around the comple on of a new, visual, dynamic website, versus their current sta c wesbsite, that would have allow the owners to tell the stories about the pieces they own. These stories would also be placed on their social media venues such as Faecbook and Twi er, but all would direct the viewer back to the webiste. I also determined a SEO strategy ensuring that their website would be easily found. Addi onally, within an que aggreag ve sites, all lis ngs would include Stanley Galleries with current, accurate informaon also leading back to the website.
Results: The owner was very excited with my plan and is eager to move forward. CompleĆ&#x;on of the campaign expected in Summer 2012.
Global PR Plan Brand: Global Disney
objective: Research, evaluate and recommend to Disney how to make their newest expansion, Disneyland Shanghai a successful venture.
Role: I was the team leader of a group of four students and determined the direc on of our research. I delegated, reviewed, edited, and compiled all work for the group and made it presenta on worthy. I was personally responsible for research of the Shanghai market in comparison to the Hong Kong market, looking at demographics, psychographics, technographics and buying trends.
strategy: Our methodology was to analyze the situa on of Hong Kong (the first Disney Resort in China) and look at its strengths and weakness within its market, look at the market in the United States and look at the current market (sans Disney) in Shanghai to see what would be the best aspects of each venture to apply to Disneyland Shanghai. We also used research of the current Shanghai market to look at poten al new approaches.
Results: We determined that prior to opening the resort, Disney will need to do more to infiltrate the Chinese market with Disney products to give poten al park a endees a connec on with the Park, thereby given them a reason for the experience. Because of the nature of the Chinese consumer, they should also work with top brands to increase the exclusivity and demand for Disney related products such as using brand name clothes to dress like and connect to Disney characters (see picture below right). Project compleĆ&#x;on expected by May 2012
NoMI/Park Hyatt Ad Campaign Brand: NoMI/ Park Hya Chicago
Objective: Create a consistent ad campaign to boost 2009 sales
Role: At the me, our hotel was lacking a Public Rela ons Director. I was known as a good writer and crea ve thinker and was asked to write the copy for the ads, including but not limited to the “haiku” in each one.
Strategy: Each “haiku” had to be four lines, consistant with Park Hya verbiage and illustrate the experience of coming to NoMI or the Park Hya .
results: The copy I wrote was featured in five ads printed in Chicago Social Magazine and Modern Luxury from December 2008 through December 2009
Garden Launch Party Brand: NoMI Garden
objective: Create a themed event that would make a las ng impression for our annual launch of the summer season in the Garden
Role: I worked alongside our Public Rela ons Director to create the guestlist, select and reach out to the proper media, design and actualize the theme and plan the menu. I coordinated with the appropriate staﬀ to ensure everything was prepared and mely.
Strategy: All media were contacted through an email blast. Since the “garden” within NoMI garden was growing tomatoes that year, we decided to create our theme around tomatoes and used giant red balloons to accentuate the idea.
Results: The event was a tremendous success. It was well recieved by the media with fabulous reviews and was overall, a very posi ve start to the outdoor season.
Weddings Brand: Park Hya Chicago Weddings
Objective: Prospect, sell, manage and execute weddings of 70 to 180 guests.
Role: As the venue wedding specialist, I was in charge of weddings from the ini al phone call or site visit through the execu on of the wedding day on site.
Strategy: The nature of weddings really requires a personable, pa ent and organized planner. I made the overall experience of the bride and groom my primary focus by staying organized and keeping in constant contact with both the bride and groom and those that would be onsite including the chefs, banquet staďŹ€ and the wedding vendors.
Results: Over two years, I planned and executed over 20 successful weddings and booked aproximately 50 weddings totaling over $500,000 in revenue.
Press Release Brand: Na onal Gun Vic ms Ac on Council (NGAC)
objective For my Strategic Media Rela ons class we were given the opportunity to work as PR representa ves and media advisors for the Na onal Gun Vic ms Ac on Council (NGAC) and work directly with its CEO Elliot Fineman.
Role: I worked as part of a team to brainstorm successful approaches for his campaign in response to current events and assist the NGAC in interac ng with the media to push his campaign to the forefront.
strategy: As a class, we researched the issue, created a survey to assess current percep ons, met with, advised and media trained the CEO Elliot Fineman. individually, we wrote press releases and pitched them to appropriate reporters and tracked and monitored the issue and wrote le ers to the editor when appropriate.
Results: My press release was u lized by Mr. Fineman as inspira on for his own press release. In a response to an ar cle portraying only one side of the story, I wrote a le er to the editor which was published in the Columbia Chronicle. I pitched to Carol Marin of Chicago Tonight to get Mr. Fineman a guest spot and get the cause no ced by the media.
FOR IMMEDIATE RELEASE
Tiffany Stanley Public Relations Advisor email@example.com 773-910-5004
STARBUCKS IS FEELING THE BURN OF THEIR OWN BREWING THE NATIONAL GUN VICTIMS ACTION COUNCIL (NGAC) REPORTS STARBUCKS IS LOSING CUSTOMERS DUE TO BREW NOT BULLETS BOYCOTT CHICAGO (March 1, 2012) - The National Gun Victims Action Council (NGAC) says its boycott campaign, “Brew not Bullets: Say no to Starbucks… until Starbucks says no to guns,” is costing Starbucks numerous customers already and is gaining momentum. “We’re only a few weeks into the campaign and on average our participants are saving roughly X per week by not frequenting Starbucks, to send the company a strong message,” says NGAC CEO and Founder Elliot Fineman. “We want Starbucks to stop siding with the National Rifle Association (NRA) and join other retailers such as Ikea, California Pizza Kitchen and Disney, who do not allow open or concealed weapons in their retail stores.” According to Fineman, the boycott was the unavoidable response after Starbucks failed to act when, in February 2010, he and Jim Brady, press secretary to Ronald Reagan who was shot on March 1981 during an assassination attempt on the president and who founded the Brady Campaign, petitioned Starbucks to join the sane gun laws effort. Starbucks took no action. “Starbucks is betraying its claim to be a socially responsible company,” according to Fineman. “Starbucks’ board of directors knows and understands the threat to safety that people carrying guns pose, but chooses to allow open and/or concealed weapons in its establishments when it can instead legally choose to prohibit them.” Although the boycott began on Valentine’s Day, the NGAC remains steadfast and will continue to boycott until Starbucks alters its policy. “This is a continuous effort and it has only just begun. In order for Starbucks to change its mind it has to feel the financial impact over a period of time,” Fineman says, adding, “The Starbucks boycott is one of many ways consumers can use their purchasing power to help create a better, safer society.” Fineman invites consumers who don’t want to see more senseless shootings like the recent Chardon High School student shooting in Ohio, to join the NGAC and the boycott in all of its efforts to push for sane gun laws that would put laws in place to hold parents’ legally responsible for enabling their children to access their weapons. The NGAC has posted a form on its website for participants to fill out to track how much Starbucks is losing during the boycott. To join the effort, like NGAC on Facebook at: http://www.facebook.com/GunVictimsAction ABOUT NGAC: The National Gun Victims Action Council (NGAC) is a 501(c)(3) non-profit network of 14 million gun victims, survivors, their families, supporters, the faith community, secular organizations working on gun violence reduction and ordinary people leveraging their economic (buying) power to change America’s gun laws. NGAC can be found at www.gunvictimsaction.org. ###
Tiffany Stanley National Gun Victims Action Council P.O.Box10657 Chicago, Illinois 60610-0657 March 27, 2012 Re: Guns: The Latest Brew Coming To A Starbucks Near You Carol Marin Chicago Tonight 5400 N St. Louis Avenue Chicago, IL 60625-4698 Attention: Carol Marin Dear Carol, First, it was an honor to meet you last month at the PCC luncheon. After listening to you speak so passionately about political and social issues affecting the nation and specifically Chicago, when my class and I began working with the National Gun Victims Action Council (NGAC) on its boycott against Starbucks, I immediately thought of you and your viewers. Given the current turmoil that Illinois is facing concerning gun laws, and the alignment of ideas in your article Words Alone Can’t Stop Gun Violence and the NGAC, I thought the truth behind Starbucks gun policy would interest you. On Valentine’s Day, Elliot Fineman, CEO of the NGAC, launched a boycott against Starbucks, because by choice, Starbucks allows customers to bring in their concealed or openly carried weapons in states that allow open carry or concealed weapons putting all of their customers at risk. Soon, if the progun lobby supported by Eric Zorn and Steve Chapman succeeds, Illinois will be next, thanks to House Bill 5745, which would allow concealed carry of handguns in public places like the Starbucks nearest you. Elliot Fineman is a spirited, articulate, and passionate local representative of sane gun laws and he would welcome the opportunity to debate the pro-gun side on Chicago Tonight. With House Bill 5745 coming into contention this spring, now more than ever, Chicagoans need to be educated and informed about where they’re getting their daily cup of coffee and the true costs behind the brew. There’s no one better to tell them than you and your guests. I’d love to put you in touch with Elliot to further discuss the boycott and its progress, and a potential slot on your show. Thank you for taking time from your busy schedule to review this. I can be reached at 773-9105004 or via email at firstname.lastname@example.org. I will follow up with you on Friday.
Tiffany Stanley NGAC Public Relations Advisor Undergraduate of Public Relations Columbia College Chicago 773-910-5004 email@example.com
Pitch Letter and Letter to the Editor
Dear Editor, We felt your recent article Activists Aim for Increased Gun Rights was a bit one sided and would like to offer insight into the other side. There is definitely a population, like the National Gun Victims Action Council (NGAC), that wants to keep Illinois gun free with valid reasons. Firstly, in no way are those against conceal and carry attempting to restrict the rights of others to bear arms. The predicament is that once concealed or open carry is allowed, there are no sane gun laws to regulate it, making it easier for those who shouldn’t have guns to get them. Secondly, in no way does having a gun keep you safe. In a confrontation with guns, the element of surprise always wins. No criminal is going to come up and ask for a gentleman’s duel. They will simply bring out their gun and threaten you long before you can pull out your gun in response. Lastly, time and time again, we see that owning guns is putting our children at risk. Incidents like Chandon where young children are bringing their parents’ guns to school could have been prevented. Young adults are using their parents’ guns to kill themselves and others in their schools like at Columbine and Virginia Tech. Had there been stricter gun laws in these areas, these incidents would not be commonplace like they are now. Everyone has the right to the pursuit of happiness. Not everyone’s happiness includes being surrounded by guns when they’re walking down the street. Sincerely, Tiffany Stanley On Behalf of the Marketing Communication Department’s Strategic Media Relations Class (54-2713) Elliot Fineman, CEO of the National Gun Victims Action Council
Volunteer Work Brand: Mul ple non profits across the United States inluding PAWS Atlanta, Open Hand San Fracisico, Habitat for Humanity New Orleans and Echo Furniture Bank Talahassee.
objective: Find an appropriate non-profit in an exci ng loca on to have an enjoyable and produc ve spring break giving back to the community.
Role: I worked with one other close friend to do all of the organizing for the trips including finding housing, the volunteer applica ons, flight details and ge ng a significant sized group.
strategy: Each year we would look for what non profit would benefit the most from our par cipa on in the area we selected. We would coordinate with as many schools that had the same spring break to recruit volunteers to join us.
Results: Annually we were able to organize a successful trip for 8-15 students to go to four diďŹ€erent ci es to volunteer and assist those in need.
Sor ng supplies needed for building at Habitat for Humanity Loading donated furniture at ECHO
Sor ng food items to go into grocery bags at Open Hand Food Bank
Packing grocery bags full of food at the Open Hand Food Bank
Columbia Chronicle Article Brand: Cri cal Encounters
objective: The school newspaper was asking for submissions rela ng to this year’s Cri cal Encounters theme “Rights, Radicals, & Revolu ons” and asked: “Who’s your radical?”
Role: I submi ed a response that looked at radicals from the perspec ve of Marke ng Communica ons.
strategy & Results: For my essay, I selected Starbuck’s CEO Howard Schultz and focused on his Create Jobs USA ini ta ve. I elaborated on the radical steps he’s taking as a corporate execu ve to demonstrate the need for corporate social responsibility.
THE COLUMBIA CHRONICLE
I DECEMBER 5 , 2011
Who’s your radical?
Starbucks CEO Howard Schultz gives a short speech before the start of Seattle’s Ambassador Cup competi tion on May 7, 2008. The competition was to determine who was the best coffee expert or “ambassador.”
by Tiffany Stanley
Junior Marketing Communications major IN THE marketing world, there are very
few individuals that one would consider “heroes” of the industry who aren’t also considered self-serving. The corporate world is a true Darwinist jungle, where only the “fittest” survive. And yet somehow, that’s where one finds the one individual who fits my definition of radical more than anyone else in the world: Howard Schultz, CEO of Starbucks Co ee Company. We live in a partisan era, in which we don’t know whom to turn to for help, because it seems all our government can do is argue with itself rather than get anything done. Our economy is failing, and with it, individual small businesses that are pre dominantly run by those going after the “American Dream,” my parents included. My parents own a small antique store in Chicago that has been struggling to make ends meet since the economy took a downturn. They are working more but somehow still make less money and are doing it all on their own. Mind you, my parents are also in their late 60s and should be thinking about retiring rather than how to make their business work. Recently, after my father fell ill, my parents determined that they needed help with their store, so they looked to the bank to see if they could qualify for a loan to hire more employees, because banks are supposed to be helping small businesses. But of course, the banks don’t want to take a risk on a company with a total of two employees even if they’ve been in business for more than 30 years.
This is where Schultz comes into the picture. During the summer, he pub lished a message to the political parties, telling them of the need for bipartisanship. Washington apparently didn’t listen, even though Schultz is part of a billion-dollar corporation and is really stepping outside the bounds of his company to make this public statement. In reaction to their lack of response, Schultz has developed Create Jobs for USA, which will o er loans through Starbucks based on donations from the American people. Starbucks customers are being asked to pay $5 for a red, white and blue bracelet inscribed with the word “Indi visible,” with 100 percent of the proceeds intended for small business microloans. With this program Schultz has gone above and beyond his duties of corporate responsibility as CEO. This is even beyond his duties as an American, honestly. This is pure philanthropy, which I’m sad to say, in this day and age, is pretty radical. This action from a major CEO inspires me. It is in our nature, as Americans, to dis trust major corporations. But this extreme act for the people by a corporation is truly astounding. Starbucks even kick started the donation process by donating $5 million to the cause. While I don’t know if my parents could get approved for a Starbucks loan, I have renewed hope that one person can make a di erence. One person alone can incite change. Right now, that person is Howard Schultz. Right now, he’s more than just my radical. He’s my hero.