Outliers PR Campaign
backcapstone project
The Brief
For my PR capstone project, my team and I developed a campaign for Outliers Books, a local bookstore. Our goal was to create a professional PR plan based on research, budget and actionable recommendations. Initially, we explored several campaign ideas and throughout the process pivoted multiple times to better align with the client's vision. Ultimately, we interviewed members of the target audience to better understand their needs, then used those insights to develop media pitches and social media strategies. We concluded the project with a comprehensive campaign packet that included deliverables, client reports, implementation materials and next steps. I was anxious about our campaign; however, I used the opportunity to gain understanding into what it's like to work for a real client, how to deal with setbacks, and what it's like to be on a PR team.
This is what we achieved during the campaign:
- We secured a media hit through an influencer who attends the University of Oregon. Julian visited Outliers and filmed a video to post on his social media. His video has amassed 3,200 views, 30 saves and 300 likes.
- We created a post-purchase survey for Outliers to track which audiences are buying specific book genres, along with demographic questions to generate more information about their community.
- We secured a media hit from KWVA, the UO's campus radio. The feature will be part of recurring weekly stories throughout the summer, creating repeat exposure to UO students.
- We also built a news graphic catered to the J school and the graduate student newsletter, reaching over 100 graduate students. This will be an ongoing community outreach effort and open doors to continued growth and partnerships with the graduate student union.
0:00 / 0:00