University projects
Marketing & PR
Welcome to my Marketing and PR projects page! My passion for marketing and PR has grown significantly since university, and these projects played a key role in helping me better understand my strengths and refine my skills.
From innovative social media campaigns to impactful public relations strategies, each project represents a learning experience that shaped who I am as a professional today.
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PR for University event
The Brock Night at the Niagara Grape and Wine Festival PR campaign aimed to enhance visibility and engagement for the annual event, which celebrates the heritage of grape cultivation and wine production in the Niagara region. As part of the campaign, I was responsible for creating strategies to boost awareness, increase attendance, and foster connections among Brock students, alumni, and the local community.
Website design
Empowering Through Slogan
Our campaign focused on leveraging both traditional and digital platforms. While the event primarily utilized Brock University’s website, we also aimed to extend its reach by introducing new social media elements.
One of the standout features of this PR campaign was our emphasis on promoting responsible drinking, which was central to the messaging. Drawing inspiration from powerful and concise slogans like Nike’s "Just Do It," I created the hashtag #RaiseAGlassRight. This slogan not only highlighted the fun and celebratory nature of the event but also reinforced the importance of drinking responsibly.
#RaiseAGlassRight
In addition to the social media campaign, my team and I developed a social media monitoring plan to track the conversation surrounding the event. This plan allowed us to proactively manage engagement, respond to any potential issues, and maintain the positive reputation of both the event and Brock University.
We also created a campaign evaluation to measure success, analyzing ticket sales, social media engagement (likes, shares, comments), and overall attendance growth. This comprehensive approach ensured the campaign's effectiveness and provided valuable insights for future events.
Moving on.....
Marketing Campaign for Unitedway Niagara
The Behind Closed Doors campaign was a group project and aimed at rasing awareness and driving engagement for United Way Niagara. Our role was to promote the campaign so social media, particularly Instagram, focusing on the key message of the initiative: poverty's impact on socail and mental well-being.
The goal was to inform and emotionally connect with a target audience that included both younger adults (18-35) and middle-aged individuals (36-55), particularly in urban and suburban areas where United Way has a local presence.
"Poverty is often invisible but deeply affects people's lives"
We used powerful stories to create an emotional connection with audience. Through a mix of content, including posts, reels, and stories, we aimed to build awareness and foster engagement. We also encourage conversions by driving traffic to the United Way Niagara website for donation and more information.
Over the course of 4 weeks, the campaign saw a notable growth in engagement particularly through increased follower growth, video views, and interaction with content. To maximize views and likes, we explored and conducted A/B testing, experimenting with posting at different times of the day and posting more than one post on some days.
Additionally, we were required to develop a posting plan 1-2 weeks in advance to allow sufficient time for United Way's review and approval. They expressed specific concerns about the logo (including color and placement), overall color scheme, wording, and other key elements to ensure alignment with their branding guidelines before the posts could be published. This also extended to the use of emojis in captions, as United Way had clear guidelines on what was permissible in terms of style and tone.
Our campaign evaluation highlighted successes in follower and video engagement, but also pointed to areas for improvement, such as increasing profile visits and engagement with post
Post sample
Challenges
The project presented several challenges. Working with a nonprofit organization like United Way required sensitivity in both the language and imagery used, as the cause involves valuable communities. Additionally, as a large organization, maintain consistency with their branding and logo was crucial.
The 4-week timeline posed limitations for rapidly growing followers, and we also faced challenges in encouraging user-generated content.
My final thoughts
Both the Brock Night at the Niagara Grape and Wine Festival PR campaign and the Behind Closed Doors campaign for United Way Niagara were invaluable learning experiences. Each campaign posed unique challenges that pushed me to think critically and adapt in ways that I will continue to carry with me throughout my career. These projects were not just about executing strategies, but about crafting messages that resonated with people and created real impact.
Although these were school projects, they inspired me to refine my skills further and broaden my understanding of what PR and marketing truly represent. I learned that successful campaigns are not just about promoting products—they are about connecting with audiences on a deeper level, creating positive change, and helping organizations tell their stories effectively. This realization has strengthened my commitment to pursuing a career in PR and marketing, where I can make a difference by helping both brands and communities thrive.
Thank you
for your interest in my projects!