For my Capstone project I will be implenting a public relations campaign for the Relay for Life event here at Shepherd. Matt Kushin will be my director. I am currently serving as publicty chair on the Relay for Life planning committee. It is my job to help advertise all events using various media channels. I chose Relay because my ideal career is working with nonprofit agencies as their communications manager, create events and social medai campiagns for that organization. This allows me to apply my skills to a real world experience.
My goals are to increase engagement of students on Shepherd's campus. We have numerous campus clubs and organizations who participate, but I want to see more students outside of those groups actively participating, which could involve doing Zumba, walking a lap on the track, or buying a cookie. With the use of social media tools I want to spread awareness of the importance of not only our event, but Relay for Life events nationwide.
I am focusing on Relay's Facebook and Twitter page. In the past they have not been very active and I would like to change that through more motivational and educational content, while also creating social media plans such as "Game Face Selfie" to be held the month of February. For the project I intend to do an audience analysis, internal communication audit, and an external communication analysis. I will determine who my content is aimed to and research what communication SU Relay has used in the past, an look at how other nonprofits marketing their events. Then using that information and established objectives, stageties, and tactics I will create a content calendar.
I am really excited to showcase all I've learned for a cause that is dear to my heart.
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