tiffany's portfolio

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

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

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

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

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:

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

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

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


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


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


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


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.

[email protected]

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