As a part of Boiler Communication, Purdue's student-run public relations firm, my group did a semester project for Purdue Engineering Distinguished Lecture Series, otherwise known as PEDLS. I held the position of an Account Executive, where I managed and led a team of three Account Associates. My team created a strategic campaign based on the RACE (Research, Analysis, Communication and Evaluation) model, and set two objectives for the semester: 1) gain 100 followers on all social media platforms, i.e. Facebook and Twitter, for the newly created social platforms for Purdue Engineering Distinguished Lecture Series by December 7, 2018, and 2) obtain one new press contact that will be at all events for the Lecture Series. 

 

 

 

 

After attending client meetings, we further grasped an idea of PEDLS's goals and how to adequately achieve them. PEDLS wanted to learn the best way to maximize attendance records for the lecture events. PEDLS does not have a great deal of public relations or marketing experience, so our team identified key publics for each objective. Objective 1's key publics were students, faculty, and the Lafayette community. These publics were identified in hopes to spark their interest of attending the lecture events since it could benefit their education and employment. Objective 2's key public was the Purdue News Service. We identified this public in hopes to receive press of the events and build a relationship between PEDLS and Purdue News Service. My team and I created several tactics to meet our objectives, all of which include: (Facebook and Twitter) social media guides, a website guide, (Facebook and Twitter) social media content calendars, social media contest, hashtag creations, Video Q & A with speaker, fliers, informational packets, West Lafayette and Lafayette press contact list, targeted pitches, and media kits. 

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Our team met our first objective by gaining 178 total followers on Facebook and Twitter, exceeding it by 78%. As for the second objective, our team did not meet it fully. While we did not explicitly meet our objective to obtain one new press contact that would be at all events, we did secure one that was willing to write and promote about each event even if not in attendance. 

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Our group collaboratively completed a SWOT analysis. As the Account Executive, I oversaw every tactic through the editing process before it was sent through final approval to our Firm Director.