Table of Contents:
Blog Post……………….….. 3
Selected post from my blog, To the Journey
Memo to a VP of Marketing for my New Media and PR class
Creative Brief…………..… 6
One section of my comprehensive debrief for Sociedad Latina, my client when I
was an account planner for AdLab
Opinion piece targeted to a national newspaper for my Writing for
News Release……………. 9
News release for Big Sister Association of Greater Boston, where I interned in
marketing and communications
MSPCC Flyers……………. 11
Flyers for the Massachusetts Society for the Prevention of Cruelty to Children,
where I interned in public relations
Darfur Coalition Flyers…. 14
Flyers for the Boston University Darfur Coalition, a student organization of which I
A selection of print, billboard and Internet ads I made in my Advertising Copy &
Design and Design & New Media classes
131 Robin Road West Hartford, CT, 06119 860-490-1202 email@example.com
Twitter: @michelleshapiro Blog: http://tothejourney.wordpress.com
EXPERIENCE Massachusetts Society for the Prevention of Cruelty to Children Boston, MA
Public Relations/Marketing Intern January – April 2010
Performed general PR duties: building media list, compiling daily news email, updating clip book
Developed and monitored MSPCC’s social media presences on Twitter, Facebook and YouTube
Created flyers and print advertisements to promote MSPCC and its events
Attention (Social Media Marketing Agency) New York, NY
Intern June – August 2009
Secured placements in blogs by composing and sending email pitches
Compiled numerous themed blog lists
Whybin/TBWA Sydney, Australia
Account Planning Intern March – April 2009
Conducted and presented research on various industries and consumers
Assisted digital and brand activations departments with creative and promotions projects
AdLab Boston, MA
Account Planner September – December 2008
Conducted primary and secondary research
Composed planning proposal, creative brief and comprehensive debrief
STETrevisions (Marketing and Communications Consultancy) Boston, MA
Intern July – September 2008
Promoted client on the Internet through blogs and social media
Conducted research for client’s upcoming book
Big Sister Association of Greater Boston Boston, MA
Marketing and Communications Intern June – August 2008
Wrote stories about Big and Little Sister matches for website and collateral
Wrote press releases
EDUCATION Boston University College of Communication Boston, MA
Bachelor of Science in Communication Expected May 2010
Concentration in Advertising Current GPA: 3.61/4.0
Liberal Arts Concentration in Spanish Magna Cum Laude
Sydney Internship Program Sydney, Australia
Studies in Advertising January – April 2009
ACTIVITIES AdClub, Vice President of Social Media (Fall ’09 – Spring ‘10)
BU Darfur Coalition, President (Spring ’08 – Fall ’08)
Champions community service group, Vice President (Fall ’08)
BUTV’s “Bay State,” Writer (Spring ‘07 – Spring ‘08)
SKILLS Computer: Knowledge of PC and Macintosh formats: Word, Excel, Powerpoint; Experience with
Adobe Creative Suite, Final Cut Pro, Radian6, Vocus, MRI and Mintel
Language: Strong knowledge of Spanish
What is the purpose of this communications effort?
Sociedad Latina, a community organization dedicated to cultivating the next generation of
leaders from Mission Hill and Roxbury youth, hosts a broad array of programs that promote
community leadership, civic engagement, meaningful employment, education, cultural identity
and pride, and the continuation of traditions. Some of these programs are only for youth, but
many engage the whole family. AdLab needs to increase awareness of and interest in these
Who are we talking to, and what is their mindset?
The campaign is targeted at youth between 10-18 years old from Mission Hill and Roxbury
neighborhoods and their parents. These families are often poor or in the lower middle class. The
youth are heavily influenced by friends and peers, and often only participate in programs or
activities if others deem them “cool.” The parents tend to lead hectic lives in which they work
long hours and take care of their families. They are presumably interested in Sociedad Latina
programming, but they do not have time to seek out information about the programs.
What problem, need, or desire does this communication effort need to address?
Both the youth and the adults in the target audience have a lot on their minds, so Sociedad
Latina needs to stress the importance of its community programs and events, which will improve
the overall wellbeing of the family unit. The youth and their parents should be excited about
participating in Sociedad Latina events because of the positive impact the programs will have
on their lives.
What is the single, essential point the audience is supposed to take away from the
Sociedad Latina’s programs and events are fun, exciting, and imperative for the health and
growth of one’s family.
What makes this believable?
Sociedad Latina has an excellent reputation in the Mission Hill and Roxbury neighborhoods as a
premiere organization for youth and family development and support. In addition, Sociedad
Latina is the only local Latino youth leadership organization.
What is the desired personality of the brand?
Sociedad Latina is a combination of the caring, doting grandmother who protects her family
and shares her wisdom, and the hip older sibling who knows all the latest trends. This organization
is family-oriented, kindhearted and inviting, as well as fresh, vibrant, and full of life. Most of all,
Sociedad Latina embodies the warm, sociable and uninhibited Latino culture.
What are the executional considerations?
• Internet advertising may be effective for youth because youth, unlike their parents, are
active Internet users.
• Guerilla marketing may be effective because, among the target audience, information
is often spread by word-of-mouth.
• Magazines are the prime media for advertising to the target audience.
Taking Responsibility in Darfur
The U.S. declared the conflict in Darfur, Sudan, genocide in 2004. Since then, Congress
has commendably passed numerous laws promoting the ending of the violence and the safety of
Darfuri victims. While the U.S. has supported Darfur more actively than other countries, it
recently declined to help in a crucial project – providing helicopters for the newly formed United
Nations-African Union Mission in Darfur (UNAMID).
The conflict in Darfur started in 2003 when the non-Arab Darfuris, complaining of
economic neglect, rose up against the Arab Sudanese government. In response, the government
armed a militia called the Janjaweed, which burned down most of the villages in Darfur, killing at
least 400,000 Darfuri civilians and forcing another 2.5 million into internally displaced person
(IDP) camps in Darfur and refugee camps in neighboring Chad.
On Dec. 31, 2007, the UNAMID officially took over the peacekeeping mission in Darfur.
Previously, only 7,000 peacekeepers were patrolling Darfur, a region the size of Texas. The new
force is supposed to reach 26,000, though the Sudanese government continues to fight against the
addition of troops. The UNAMID aims to restore political stability in Darfur, to ensure the safety
of the Darfuri people, and to provide humanitarian support, according to the UN’s UNAMID
The overcrowded IDP and refugee camps are teeming with disease and lacking in the
survival necessities: food, water and shelter. To bring aid workers and supplies to the camps, the
UNAMID needs adequate transportation. Of the 24 helicopters requested by the UNAMID, 18
are transport helicopters, according to a Save Darfur Coalition report. The speed of air travel as
opposed to traveling on Darfur’s hostile terrain makes helicopters ideal.
In addition to providing transportation, helicopters can prevent violence. A recent article
in the Sudan Tribune says helicopters could have prevented the January 7th attack on
peacekeepers by Sudanese military forces because aircraft demonstrate the potential for
retaliation. Knowing that the peacekeepers have no effective method of fighting back, the
Sudanese government has no reason not to attack. On the other hand, Sudanese attacks would
subside if peacekeepers possessed the six attack helicopters requested by the UNAMID.
The Save Darfur Coalition report lists 18 countries, including the United States, Canada,
and the United Kingdom, that have the means to provide the needed helicopters. To acquire the
helicopters, UN Secretary General Ban Ki-moon sent a letter to members of the UN Security
Council and even personally contacted potential contributors, but he received no response.
U.S. officials claim that all U.S. helicopters are currently in use in Iraq, in Afghanistan,
and for training purposes; however, the notion that the U.S. cannot spare even one helicopter is
unreasonable. Since declaring genocide in Darfur, the U.S. has had a moral responsibility to stop
the killing. Some sacrifices will be necessary to accomplish this feat, but lending a few
helicopters can barely be considered one of them. U.S. officials also cite Sudan’s hostility toward
Western involvement as a deterrent to contributing helicopters. While Sudan might not accept
U.S. helicopters, pure speculation of Sudan’s response is an unacceptable excuse.
As the excuses multiply, the countries refusing to contribute helicopters are stealing the
focus from the Sudanese government, thus helping the government in its mission to terminate the
UNAMID and continue to commit genocide. For example, while the Save Darfur Coalition could
be directing attention to alleged Janjaweed leader Musa Hilal’s recent promotion to a senior
government position, the organization is instead forced to concentrate on its new campaign called
“Find Helicopters for Darfur.”
The U.S. needs to be part of the solution, not part of the problem. Even if the U.S. offers
none of its own helicopters, the power of its diplomatic resources can convince other countries to
contribute. Either option will suffice, but action is urgent. With each day of passivity, another
village is burned, another husband is shot, another daughter is raped.
Big Sister Association
of Greater Boston
Exclusively serving girls since 1951
Contact: Maren Johnson 161 Massachusetts Avenue
617.236.8079 Boston, MA 02115-3050
FOR IMMEDIATE RELEASE
July 8, 2008
BIG SISTER ASSOCIATION LENDS GENDER-SPECIFIC EXPERTISE TO CAMP HARBOR VIEW
BOSTON— A new partnership between Big Sister Association of Greater Boston and Camp Harbor View will
create a safe space for girls to openly explore the choices and challenges they face in their lives. Big Sister will run
three programs at the camp this summer—Life Choices, Girls Leadership Project, and Big for a Day—beginning July
7, each one targeting a different age group, to reach approximately 300 girls by the end of the summer.
The partnership between Big Sister and Camp Harbor View is the result of support garnered from Jack Connors,
Camp Harbor View’s founder, who will also be co-chairing Big Sister’s largest annual fundraiser, Big in Boston,
this November. Connors believes that Big Sister’s expertise in gender-specific mentoring will add value to the
camp’s focus of building confidence and leadership skills in children from Boston’s at-risk neighborhoods.
“We feel very fortunate to be able to benefit from Big Sister’s long history of working with girls and we are very
excited about this new partnership. We are good at teaching swimming, sailing and arts and crafts, but Big Sister
has something special to give our girls and we are delighted to be working with them,” said Sharon McNally,
Chief of Staff for the Connors Family office and Big Sister Board Member.
Campers ages 13 and 14 will participate in Life Choices, an established Big Sister program that fosters open, but
focused discussion about the issues girls are dealing with, such as self-esteem, the effect of media on a girl’s body
image, relationships, puberty, drugs and alcohol, and cyber-bullying. The Counselors in Training, who are 15
years old, will benefit from a Big Sister program called Girls Leadership Project, which was piloted this year at
King Middle School in Dorchester. The program is designed to complement Big Sister’s Life Choices Group
Mentoring program by giving girls the chance to learn and practice valuable leadership skills.
Big Sister Association
of Greater Boston
Exclusively serving girls since 1951
Leading Life Choices and Girls Leadership Project are Big Sister staff members Catherine Smail, group social
worker, and Kristen Kohlmeyer, LCSW, coordinator of volunteer enrollment and engagement for site-based
“It is so important to the girls’ social and emotional development for them to not only be able to talk to—and
really be heard by—caring adult women, but by their peers as well.” said Kohlmeyer. “These workshops enable
that to happen.”
Camp Harbor View’s youngest girls, ages 11 and 12, will be able to experience the care, support and fun of having
a Big Sister through Big for a Day, a program in which Big Sister staff will lead a teambuilding activity for the girls
and Big Sister volunteers.
“This partnership with Camp Harbor View illustrates how our two organizations are creating a dynamic new way
to foster and support the positive social-emotional growth of Boston’s girls,” said Deborah Re, Big Sister’s Chief
About Big Sister Association of Greater Boston
Big Sister is the largest mentoring organization in Greater Boston exclusively serving girls. Since 1951, Big Sister
Association of Greater Boston has been helping girls achieve their full potential through mentoring programs
specifically designed to address girls’ distinct interests and needs. The agency serves girls ages 7-15 in 69 cities and
towns throughout Greater Boston. In 2007, Big Sister served more than 2,900 girls through its Community-
Based, School-Based and Group Mentoring programs. For further information, please visit www.bigsister.org.
Child Abuse and Neglect
MSPCC Scarves: $10
MSPCC Ties: $10
Scarves and ties specially designed by
The proceeds go to MSPCC
Glad Rags Thrift Shop
support Child Abuse and
Neglect Awareness Month!
MSPCC T-Shirt: $5
MSPCC Tote Bag: $1
Bags specially designed by
The proceeds go to MSPCC
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B res ru d ayrm
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10 U D - poe b e
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Express Yourself. Make your own