Tiffany A. Stanley
Public Relations
about me
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 com-
munication 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
Projects
Events
Writing Samples
Miscellaneous
Projects Events
Brand:
Objective:
Role:
Strategy:
CokeZero
Select a brand and create a comprehensive, one-year media plan with a
$10,000,000 budget.
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.
My media mix included Television (both Local and Na onal),
Outdoor/Out of Home, and Internet.
Research in MRI showed that the majority of diet cola drinkers are from
the southern United States and don’t watch a great deal of television. I
therefore determined that the most effec 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.
Results:
Media Plan
MiscellaneousWriting Samples
Projects Events
Brand :
Objective:
Role:
Strategy:
Charles Shaw “Two Buck Chuck” Wine
Plan and execute a market research project to assess if an expansion in distribu-
on to a bulk membership store like Cotsco would increase sales for the Charles
Shaw.
This was a team project, of which I was the team leader. In addi on to leader-
ship 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.
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.
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.
Results:
Source: Spectra BehaviorScape: Total Consumption/Spectra 2011 Jun (Spectra)/Homescan Product Library
Charles Shaw (Wine : Domestic Dry Table) Pints Total Consumption BehaviorScape Framework
LifeStyle
BehaviorStage
95 185 41 16 42 19 69
110 200 35 10 28 17
63 104 26 11 34 17
196 136 36 11 23 13
116 111 49 47 63 45
143 150 49 73 48 16
373 611 37 113 103 25
116 167 51 91 31 20
98 139 81
305 167 75 274 146 54
66
39
73
70
76
169
77
146
194
100182 217 57 66 67 32
Comfortable Country
Total
Senior Couples2+ person HHs, No Children, 65+
Empty Nest Couples2+ person HHs, No Children, 55-64
Established Couples2+ person HHs, No Children, 35-54
Senior Singles1 person HHs, No Children, 65+
Independent Singles1 person HHs, No Children, 35-64
309 429 130
Young TransitionalsAny size HHs, No Children, < 35
Older Bustling FamiliesLarge HHs with Children (6+), HOH 40+
Younger Bustling FamiliesLarge HHs with Children (6+), HOH <40
Small Scale FamiliesSmall HHs with Older Children 6+
Start-Up FamiliesHHs with Young Children Only < 6
TotalPlain Rural Living
Modest Working Towns
Struggling Urban Cores
Affluent Suburban Spreads
Cosmopolitan Centers
% Volume Index
8.0% 520.4% 74.5% 344.7% 662.8% 58
63.6% 42412.0% 603.7% 530.4% 3
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
MARKET RESEARCH PLAN
MiscellaneousWriting Samples
Projects Events
Brand:
Objective:
Role:
Results:
Strategy:
Apple Inc.
Create a Crisis Communica ons Plan for a hypothe cal, but plausible, situa on for a
company of my choosing based on current prodrones.
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.
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.
Ironically, a en on in the media has recently focused on Apple’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 it’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.
Crisis Communications Plan
MiscellaneousWriting Samples
Projects Events
Brand:
objective:
Role:
Results:
strategy:
Stanley Galleries An ques
Audit a company’s online/social media presence and create a plan to improve
their presence based on company objec ves.
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 effec ve for both the owners and their target audience.
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 informa-
on also leading back to the website.
The owner was very excited with my plan and is eager to move forward.
Comple on of the campaign expected in Summer 2012.
Social Media Plan
MiscellaneousWriting Samples
Projects Events
Brand:
objective:
Role:
Results:
strategy:
Global Disney
Research, evaluate and recommend to Disney how to make their newest expansion, Disneyland Shanghai a
successful venture.
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 demograph-
ics, psychographics, technographics and buying trends.
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.
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 comple on expected by May 2012
Global PR Plan
MiscellaneousWriting Samples
NoMI/Park Hyatt Ad Campaign
Projects Events
Brand:
Objective:
Role:
Strategy:
NoMI/ Park Hya Chicago
Create a consistent ad campaign to boost 2009 sales
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.
Each “haiku” had to be four lines, consistant with Park Hya verbiage and
illustrate the experience of coming to NoMI or the Park Hya .
The copy I wrote was featured in five ads printed in Chicago Social Magazine
and Modern Luxury from December 2008 through December 2009
results:
MiscellaneousWriting Samples
Projects Events
Brand:
objective:
Role:
Results:
Strategy:
NoMI Garden
Create a themed event that would make a las ng impression for our annual launch of
the summer season in the Garden
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.
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.
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.
Garden Launch Party
MiscellaneousWriting Samples
Projects Events
Brand:
Objective:
Role:
Results:
Strategy:
Park Hya Chicago Weddings
Prospect, sell, manage and execute weddings of 70 to 180 guests.
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.
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 staff and the wedding vendors.
Over two years, I planned and executed over 20 successful weddings
and booked aproximately 50 weddings totaling over $500,000 in
revenue.
Weddings
MiscellaneousWriting Samples
Projects Events
Brand:
objective
Role:
Results:
strategy:
Na onal Gun Vic ms Ac on Council (NGAC)
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.
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.
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.
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.
Press Release
MiscellaneousWriting Samples
FOR IMMEDIATE RELEASE Tiffany Stanley Public Relations Advisor [email protected] 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 AABOUT 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.
###
Projects Events
(NGAC Continued)
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 pro-gun 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 773-910-5004 or via email at [email protected]. I will follow up with you on Friday.
Warm Regards, Tiffany Stanley NGAC Public Relations Advisor Undergraduate of Public Relations Columbia College Chicago 773-910-5004 [email protected]
Pitch Letter and Letter to the Editor
MiscellaneousWriting Samples
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
Projects Events
Brand:
objective:
Role:
strategy:
Results:
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.
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.
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.
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.
Annually we were able to organize a successful trip for 8-15 students to go to four different ci es
to volunteer and assist those in need.
Volunteer Work
Sor ng supplies needed for building at Habitat for Humanity
Loading donated furniture at ECHO
MiscellaneousWriting Samples
Packing grocery bags full of food at the Open Hand Food Bank
Sor ng food items to go into grocery bags at Open Hand Food Bank
Projects Events
Brand:
objective:
Role:
strategy & Results:
Cri cal Encounters
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?”
I submi ed a response that looked at radicals from the perspec ve of Marke ng
Communica ons.
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.
Columbia Chronicle Article
MiscellaneousWriting Samples
11 THE COLUMBIA CHRONICLE I DECEMBER 5 , 2011
Who’s your radical?
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 down-turn. 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 respon-sibility 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 mil-lion 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.
by Tiffany StanleyJunior Marketing Communications major
Critical Encounters
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.”
MCT Newswire