PR Campaign Proposal

Astrid Pizarro

PR Campaign Proposal

April 15, 2012

A Day Without Shoes

I.               Internal – Create Event

a.     Promote it with friends, family, colleagues through social networks.

b. Email partners of the company that wants to be involved and participate in it

                                       

II.             External –General Public/Customers/Companies

a.     Use the toolkit on the website adaywithoutshoes.com in order to promote it through the community

                                               i.     Promote it through social networks like facebook, twitter and youtube.

                                              ii.     Hang posters and give out flyers in college, workplace and community

b.     Contact companies to get involved

                                               i.     Have companies sponsor

                                              ii.     Advertisements through their website

c.      Contact a local newspaper

                                               i.     Interview the founder of Toms Shoes

                                              ii.     Contact Orlando Sentinel for the story about the event

d.     Update the website about the event and companies involved

                                               i.     Have others create local events in their school, college, and community

                                              ii.     Volunteer sign up

                            iii. Post videos and pictures from those who participate or participated in the event with their experiences and stories

Campaign Strategy

Astrid Pizarro
Campaign Strategy
April 10, 2012   

    In order to have a good strategy, I will direct those that want to be involved to the official website onedaywithoutshoes.com. The website includes tools to spread the word about the event itself.
    I would invite friends to join in social networks like Facebook and Twitter or even post about it for others to see. Either make or post the video from the official website to make it more accessible and understandable.
    The event is for anyone that wants to be part of a different event to raise awareness. Also for any individual that wants to do something unique around their school or community.
    Investors are those companies that want to show that they want to be of a unique occasion. Those investors will be those that show and assist the community in one way or another.
    To promote the event, I will post posters and hand out papers describing the event, details and how they can be involved in it. Also, create the event online and invite friends and colleague for their participation in any form.
    Selling the event’s story will be to a local news channel that will like to be a part of it. Furthermore, finding local newspapers to post a story about how the event will be and why it was made.
    Getting attention will be to spread the word around schools, college campuses and even around the community. Posting about it online and have friends and colleagues show their support by communicating it to others.
   

Proposal

Astrid Pizarro
Proposal
April 10, 2012

     In order to promote this event, I will promote the event by creating one locally within my college or community for others to participate in. Also, I would go to the website in order to find their toolkit to help me with the promotion of the event.
     I will spread the word about it online through social networking like Facebook, Twitter and Tumblr for others to know about it. Through this, they will also participate and spread the word about the event to their friends, family or colleagues.
     I would interview anyone involved in a local event and the participants as well to see their point of view on how it all went. In addition, interview any friends that were part of it somehow.
     Publications to sell it to will be to local papers like the Orlando Sentinel, webzines or even magazines like People or Seventeen. Include an interview with the owner of Toms Shoes, Blake Mycoskie.
     The audience for this event will be to anyone that wants to be involved with a different kind of cause. For anyone that wants to spread awareness of how shoes are important in a child’s life. Most children that do not have shoes are exposed to diseases and chemicals.
     Problems to overcome will be not having enough events locally to spread the word about the event. Also, not having enough participants for the event and not raising awareness of how shoes are important for children to have.

Press Release

Astrid Pizarro
Toms Shoes: One Day Without Shoes


For immediate release:
Monday, April 9, 2012

One Day Without Shoes

    Toms Shoes wants to spread awareness about the importance and impact a pair of shoes can have in a child’s life by celebrating “One Day Without Shoes” on April 10, 2012. Many children live without shoes which exposes them to injury and diseases every day.
    Getting involved is as easy as participating yourself or organizing a local event in your school or community. By going to OneDayWithoutShoes.com, there are tools to organize and promote your event locally or online.
    Toms is not doing this event alone, they are partnered with AOL, Discovery, Essie, Flickr, Just Wink. Kiehl’s, Kind Healthy Snacks and Sims. These organizations are in support of spreading the word about children without shoes that are exposed to diseases.
    With Flickr, those involved in this event get to post pictures of how they participated to support the event. Also, with Toms’ Twitter Feed, participants can tweet photos or their experience about it all.
    We are not the only ones involved, celebrities like Charlize Theron, Lenny Kravitz, Julia Jones, Fran Drescher and Jason Mraz are participating in the event. 
    Participating in this occasion can also be by spreading the purpose or even showing your support in creative ways for others to join. It is an event that is celebrated all over the world from Japan to Australia and the United Kingdom.
    Alex Vazquez, a participant of the event, said “this is my first time being a part of this wonderful event. I plan on being without shoes and spreading awareness behind the purpose of it.”
“Once I knew about it, I knew I had to be a part of it.” Vazquez said.

Astrid Pizarro
Writing Exercise
Bombing
3/14/12

ATLANTA, GA- Richard Jewell is no longer a suspect of the Olympic Park bombing that occurred on Jul. 27, 1996 in which one person was killed and 111 citizens were injured.

On Jul. 27, a pipe bomb exploded in the Olympic Park. After the bombing, Jewell is praised as a hero but on Jul. 30 everything changed as he was identified as a suspect in the bombing. 

Today, Jewell gave a press conference after the FBI declared that he was no longer a suspect of the bombing. “As I told you on Jul. 30, and as the government has admitted to you two days ago, I am not the Olympic Park bomber,” expressed Jewell.

Jewell explains that he was just doing his job that day and not setting out to be the hero. “The media started calling me a hero,” he commented. “The bomb technician who crawled on his belly and got next to the bomb was a hero,” added Jewell.

Aside from mentioning that he was just doing his job during the bombing, Richard Jewell feared that he was going to be charged for the crime like this.

“I am a man who from Jul. 30 to Oct. 26, lived every waking minute of those 88 days afraid that I would be arrested and charged with a horrible crime I did not commit,” he said. “For 88 days, I lived a nightmare.”

For Jewell, it was a hard situation to go through and he hopes that the authorities are more cautious when it comes to crime solving. “I will now move on with my life. I have not had time to focus on any definite plans, but I am going to try to re-enter law enforcement,” he stated.

Richard Jewell is now satisfied knowing that he is no longer a suspect of the bombing. “My faith in God, and knowing that I was innocent, giving me a peace of mind, that if I kept going forward, one day at a time, one day it will over,” he mentioned.

Experiences

Astrid Pizarro
Experiences
2/26/12
Story 2

LuVonda Lanier is currently the manager of multiple retail stores at the Orlando International Airport however she had to work hard to get where she is.

Lanier had her first child when she was just sixteen which led her to stop attending school in order to take care of her son. However, she decided to go back to earn her diploma. “I did return back to school to earn my high school diploma at the age of twenty four,” mentioned Lanier.

She landed her first job at the age of eighteen at a retail store named Debs which was aimed to young girls. “Because I was so young at the time of my first job there were not many places that would hire a young teenager. But Debs clothing was targeted to young teenage girls so it was pretty easy to land a job with them,” said Lanier.

“I love what I do,” said Lanier. Currently, she has been doing retail for the last twelve years. Her most memorable moment was opening the Sanrio store at the Orlando International Airport.  

Even with her experience, she keeps learning new things with her current job as general manager. “General Management is very new to me, so I was very nervous and excited to have such a responsibility,” mentioned Lanier.

Amanda Hash, a supervisor of the Sanrio store has learned a lot from working with Lanier. “Working with LuVonda has been a great learning experience, she is a great high energy boss that knows how to have fun and make work a great place to be,” explained Hash.

Deleyanna Vazquez, a Sanrio supervisor has gained experience by working with Lanier. “I’ve learned better leadership skills, how to think on my feet and time management from working with her,” mentioned Vazquez.

Working as a general manager has given Lanier experience and responsibility. “It has been a great experience and I love and respect every one of my employees,” said Lanier.

        
            Astrid Pizarro

Dance
2/15/12
Story 1

 On Saturday, February 11, Ian Eastwood, Brian Puspos and Marlee Hightower were teaching a dance workshop called No Excuses Dance Convention at the University of Central Florida.

These three young talented dancers were teaching some new dances and choreography to their fans and many aspiring dancers. They were amazed by their ability to perform as well as they did.

“You killed Brian’s choreography so much that I’m going to give you my hardest choreography yet”, expressed Eastwood. He performed a choreography that he thought was difficult for them to perform. However, everyone did such a great job that it shocked Eastwood.

Adriana Rodriguez, 14, a fan of Eastwood and Puspos and an inspiring dancer said, “I love the experience I had today, it was life changing and I would do it all over again.” Rodriguez loved the experience that the workshop brought to her because it was her first dance workshop. 

Cindy Robinson, 15, mentioned, “It was challenging, I learned four routines. It was incredible and surreal.” Robinson loved the fact that she learned a lot from the workshop and was able to spend time with others that have the same passion for dance.

Both Robinson and Rodriguez made a friendship from having a love for dancing and being fans of Eastwood and Puspos. Also, they shared the experience they had in the workshop with others and would like to attend more of them.

Hightower was a contestant in America’s Got Talent, Puspos is a member of a dance group called ArchiTEKS. Eastwood is the founder of Young Lions Dance alongside his father Peter Eastwood and a member of Kubskoutz with Puspos.

“What a day! Florida, thanks for going so much off today,” said Puspos after the workshop. “…Didn’t know we touched so many people today,” expressed Eastwood of the response of the dance workshop.