A Little About
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Branding & Recommendations
TED was founded in 1984 by Richard Saul Wurman. The nonprofit organization was created with a mission to discover and spread ideas that spark imagination, embrace possibility and catalyze impact. This piece provides an organizational overview, offerings, competitive landscape, key audience, positioning, messaging, communication, SWOT and brand recommendations for their overall communications and marketing strategies. By utilizing IMC strategies and concepts, I offer methods to increase user engagement and foster relationships with local communities. Additionally, I used a theoretical analysis to evaluate potential recommendations. The proposed audience for this artifact includes branding and communication executives of TED.
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In 2023, AIDS Foundation Houston recently unveiled its rebranding as Allies in Hope. After holding the same name for over 20 years, the organization has rebranded itself. This piece provides an overall analysis of the organization’s long-term goals, strategic methods, and IMC concepts utilized throughout the rebranding process. Multiple factors went into the rebranding process such as consulting with marketing firm Gilbreath Communications. Gilbreth conducted focus groups with community partners, AFH staff, and board members. There was a lot of research that was done to determine that there needed to be a name change. This approach allowed the organization to deliver a well thought out message to its audience.
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Communication Audit - Quality Comprehensive Health Center
Since 2019, I serve as the Chairman of Community Advisory Board for Quality Comprehensive Health Center (QCHC) in Charlotte, NC. This artifact is a comprehensive audit of the organization’s communications infrastructure from March – April 2023. In this audit, I analyzed the organization’s website, social media platforms, internal and external messaging campaigns and communication strategies related to organizational culture and brand. By utilizing the Critical Organizational Communication Theory, Organizational Control Theory, Stakeholder Theory, and more IMC related theories. I was also able to make recommendations for improving both internal and external communication strategies within the organization while increasing productivity and reducing previous challenges.
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Addressing Diversity & Inclusion
With IMC
Language Justice for HIV: Empowering Community Health Workers
The LGBTQ+ community presents unique messaging challenges and opportunities. While this community often face challenges, strength is in its diversity. Most individuals create their own unique and creative ways to express themselves through their personal experiences. Historically, marketing strategies didn’t include many LGBTQ individuals. I choose to focus specifically on language justice in the HIV community because further addresses diversity and inclusion. Utilizing Colibrí Academy as a platform, I disseminated IMC theoretical concepts during a Brown Bag presentation for Community Health Workers. During this workshop I discussed how marketers have recently been able to integrate a variety of strategies to acknowledge the LGBTQ community. These concepts often seen in many advertisements for HIV prevention methods, which further stigmatized that it only impacts the LGBTQ community. In addition, I offer sugguestions to create more inclusion. By integrating marketing strategies and language justice within the public health sector, individuals living with HIV can receive adequate medical treatment.
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Digital Storytelling
Virtual Advocacy Campaign
Digital Press ReleaseThis digital press release represents an example for releasing information about the National HIV/AIDS Housing Coalition’s (NHAHC) new virtual advocacy campaign into the public. Using signature stories and IMC concepts, I was able to highlight the purpose of developing a new virtual advocacy campaign. This allowed me the opportunity to utilize This digital press release allows the National HIV/AIDS Housing Coalition to publicly address the lack of advocacy efforts due to the global pandemic and announce the new advocacy platform. Reductions in the FY24 spending budget could negatively impact successful advocacy methods that has increased funding for Housing Opportunities for Persons with AIDS (HOPWA). In my press release, I provide the signature story of NHAHC, which is rooted in advocating for federal funding to support individuals living with HIV (PLWHIV). I chose this piece as an example to describe a new virtual advocacy campaign to external stakeholders.
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Planned Social Media PostsThis campaign piece highlights my ability to create engaging content on various social media platforms while simultaneously utilizing IMC concepts and techniques to attract new participants towards the virtual advocacy group. These planned social media posts were designed to represent suggestions to increase engagement for the virtual advocacy campaign. By integrating the use of strategic messaging, these planned social media posts highlights the shared interest with consumers or followers. These are relevant to the organization’s audience, and which is client advocacy. In addition, social media platforms allow a brand to promote its visibility, image, personality, relevance and/or value proposition (Aaker, 2018). As the world of digitalization continues to grow, it’s important for organizations to integrate marketing concepts while disseminating information to consumers or clients.
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Digital Blog PostThis blog post provides viewers with insightful details about the new virtual advocacy platform to support HOPWA funding through a virtual advocacy campaign. This artifact showcases the brand's vision and values using storytelling concepts and techniques. In addition, this campaign piece emphasizes my ability to produce elements that utilize the organization’s vision and mission. By incorporating IMC concepts, I was able to use strategic messaging to create content for telling NHAHC’s story. For example, I focused on the “Four C’s” model and highlighted the brand’s vision for creating a virtual blog post. This includes customer, cost, convenience and communication. Applying IMC concepts can help further strengthen an organization’s overall brand.
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Paracrisis Identification & Response
Crisis & Risk Management
In April 2009, an event involving two Domino's employees in Conover, NC, had a huge impact on the organization's reputation. This event serves as a valuable example of a paracrisis cluster for understanding the importance of social media presence and effective crisis management strategies. When developing these strategies, it required response tactics and often includes re-evaluating and reforming previous response strategies. For example, faux pas allows someone to generate embarrassing, offensive, or insensitive content that can be attributed to the organization’s brand. We will examine methods to refine, reformulate, and more precisely describe existing typologies of paracrisis clusters and response strategies with strong external validity (Coombs & Holladay, 2022, pg. 121).
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