This is a compilation of writing styles done for a Marketing Communications class at FIDM/Fashion Institute of Design & Merchandising in San Francisco.

1. Writing Folio
Ashley Stanton
925‐451‐1911
Ashley.stanton@sbcglobal.net

2. Table of Contents
 Bio and Overview
 Peer Interview
 Retro Fashion Trend: Interview & Research
Article
 Press Kit
 Style & Trend Observation Blog Post
 Fashion Web Page, Tweet and Facebook Post
 Advertising: Old Spice Ad Concepts
 Mobile Marketing Piece: Restaurant
Promotion for NY Fashion’s Night Out
 Broadcast Media Script

3. Overview
Oscar Wilde said, “You can never be overdressed or
overeducated.” Ashley came to appreciate this saying at an early age.
With a passion for fashion and knowing everything she can about the
industry, Ashley has developed an eclectic skill set. She is a creative and
dedicated individual with experience in many different roles throughout
the retail industry.
She is currently completing her degree in Merchandise Marketing in
San Francisco at FIDM/Fashion Institute of Design & Merchandising. Ashley
is looking for an opportunity with a great company to gain the experience
necessary to open her own business some day. With proficiency in luxury
sales, store management, and visual merchandising Ashley is sure to be a
welcomed addition to any professional setting.
This Writing Folio showcases the creative and technical abilities
Ashley has for the different styles of writing within the fashion industry.
Including broadcast, mobile, print, and web marketing.

4. Peer Interview
The Peer Interview is an article about Lexi
Ochoa. It is written in the style of the inverted
pyramid and featured in her hometown
newspaper.

5. Retro Fashion‐Trend:
Interview & Research Article
This interview was written for an online
magazine and conducted with a person who came
of age in an earlier time period. It is reflective of
the trends during that time.

6. Press Kit
The Press Kit was created for the launch
of Sarah Jessica Parker’s shoe collection at
Nordstrom. It includes a cover letter, news
release, fact sheet, photo opportunity sheet, and
photo with caption.

7. Style & Trend Observation
Blog Post
“Harlow Dreams” is a blog about fashion and
film. It covers The Red Carpet from the Golden
Globes through photos and text.

8. Fashion Web Page, Tweet and
Facebook Post
A tweet and Facebook post were created to
announce the launch of an online fashion
magazine. The home page of the magazine
showcases photos and copy of what to expect
from the issue.

9. Advertising: Old Spice
Ad Concepts
An advertising campaign was created to
introduce a new product line for Old Spice. The
campaign includes a situational analysis,
newspaper ad, magazine ad, search engine text ad,
online banner ad, and Facebook ad.

10. Mobile Marketing Piece:
Restaurant Promotion for NY
Fashion’s Night Out
SMS messages were created and sent to
potential customers to promote a new restaurant.

11. Broadcast Media Script
A television script was created for a feature
story on the Diesel fashion show for Fall 2014. The
script features audio and video.

12.
January 22, 2014
Fetching Future
By Ashley Stanton
With luxury pet boutiques on the rise, our very own
Lexi Ochoa of Santa Rosa has a bright future ahead
of her. Ochoa, age 23, is the manager of local pet
boutique Fideaux in Healdsburg. Currently enrolled
in the Merchandise Marketing program at
FIDM/Fashion Institute of Design & Merchandising
in San Francisco, Ochoa could soon be making
headlines for her expertise in the luxury pet industry.
Ochoa has been an animal lover since her very first dog Sophie, who was a dachshund and her
best friend. She had a paid internship as a veterinary surgical technician in high school which she
thought would lead her to becoming a veterinarian until being around sick animals proved to be
too much for her. Ochoa found a different path and started as an associate at Fideaux. A year
later she was promoted to Assistant Manager and just 8 months after that she was bumped up to
Store Manager. Fideaux first opened its doors in Saint Helena in 1996. It was so successful it
opened the Healdsburg location in 1998. Fideaux carries everything your furry friends could ever
want or need. Stop in and visit Lexi and her coonhound companion Charlie.

13. Tiny Dancer
By Ashley Stanton
Sex, drugs, and rock n’ roll
glamorized the late 1970’s. Kim
Stanton recalls her high school years
during this wild time in history where
disco was king until the sex appeal of
rock bands took over.
How would you describe your style
during this time?
“I did competitive disco dancing so I
guess my style was kind of disco‐
inspired, lots of wrap dresses,
leotards, and platform shoes. Oh, and
feathered hair. Had to feather the hair
like Farrah Fawcett; that was all the
rage. I was really in to rock music too
though, so I also wore a lot of bell‐
bottoms and crop tops.”
How would your friends or family
have described your style?
“Friends and peers at school
considered me fashionable. I was
fortunate enough to be able to afford
nice clothes. My parents weren’t really
around that much so they didn’t have
much to say regarding the way I
dressed. Sometimes if my top or
“daisy dukes” were too short my dad
made comments but that was the style
then.”

14. What was your go‐to outfit?
“I wore Ditto jeans and platform shoes
as my day‐to‐day “uniform”. For
special occasions or to go dancing I
wore leotards and wrap dresses.”
Who was your fashion idol(s)?
“Cheryl Tiegs. She was really the first
“supermodel” before they were
popular. Girls my age looked up to her
fashion sense and the guys, well they
liked her bikini shots.”
Who was your favorite designer(s)?
“I really liked Diane von Furstenberg,
but I couldn’t really afford her at the
time. She had just come out with her
famous wrap dress.”
What movies were popular during
this time?
“I was really in to “Saturday Night
Live” because I loved dancing.
“Grease” was really popular also. John
Travolta was popular in general.
“Animal House” and “Annie Hall” were
also big movies.”
Who were your musical idols?
“My top 3 would probably be
Aerosmith, The Bee Gees, and David
Bowie. Steven Tyler was very sexy and
their music was a breath of fresh air.
They were called “the poor man’s
Rolling Stones”. Disco was all the rage
so The Bee Gees were very cool then.
David Bowie was ahead of his time. He
was also a fashion icon. I really liked
(and still do) Elton John too.”
What economic, political, or social
movement of the time resonated
with you the most?
“There were a lot of protests going on
to stop the war in Vietnam. I
remember the Kent State massacre
very vividly. It was a very sad time
and there was a lot of backlash from it.
I also remember the 1979 energy
crisis being all over the news.”
If you could have lived this time of
your life in a different time period,
what would it be?
“To be honest I don’t think I would
change it if I could but the 1950’s
could have been a fun time. Maybe it’s
because I liked the movie “Grease” so
much.”
What was your greatest memory?
“Getting my license was a big deal,
then I could drive to Chicago to go to
concerts with friends. Graduating
from high school was also a huge deal,
we all wanted to get outta there.”
So, was high school in the 1970’s
just like they depict it in the
movies?
“It was better. We were the future and
everything was ours for the taking.
And we had one killer soundtrack
playing in the background of our lives.
Kim confirmed my belief that coming
of age in the 1970’s was the time of
her life. Great fashion. Great music.
Great life. What more could you ask
for?

16.
865 Market Street San Francisco, CA 94103
February 5, 2014
Ms. Laura Compton, Style Editor
The San Francisco Chronicle
901 Mission Street
San Francisco, CA 94103
Dear Ms. Compton,
I am excited to share with you information regarding the latest addition to our luxury shoe
and accessory department. At the end of this month, Nordstrom will be debuting the launch
of Sarah Jessica Parker’s new accessory line SJP within select locations of our retail stores.
Parker will be visiting our San Francisco location February 28th to promote her new line
through meet and greets.
As I’m sure you’re already aware, San Francisco is a prospering center of fashion and
inspiration. We believe a good portion of the demographic, both visiting and residing
within the SF area would be just as thrilled to read about our upcoming event, as we are to
share it with you.
In this media kit you will find the following:
 News release introducing Sarah Jessica Parker’s new accessory line, SJP
 Fact sheet
 Publicity photos
Please review the enclosed media kit. If you have any further questions concerning the
shoe line or our company, please do not hesitate to contact me at (415) 243‐8500 or
jamiejohnson@nordstrom.com.
Sincerely,
Jamie Johnson
Event Specialist

17. 865 Market Street San Francisco, CA 94103
NEWS RELEASE
FOR IMMEDIATE RELEASE FOR MORE INFORMATION:
February 5, 2014 Jamie Johnson
Event Specialist
Office: (415) 243‐8500
jamiejohnson@nordstrom.com
Sarah Jessica Parker Promotes New Shoe Line At Nordstrom
SAN FRANCISCO, CA‐ SJP, the long awaited shoe line from style icon Sarah
Jessica Parker is debuting at Nordstrom. Sarah Jessica Parker will be at the San
Francisco Centre Nordstrom on February 28th from 5 to 8pm to introduce the
collection. This is a cant‐miss event for SJP fans and shoe‐lovers alike.
Best known for her role as shoe‐loving Carrie Bradshaw on Sex and the City,
Parker considers this her passion project: “As an actress, I’ve spent so much time in
shoes. I really feel like I have an advantage. For the collection Parker teamed with
Manolo Blahnik director George Malkemus. “We want to offer something different,
something that hasn’t been available so far,” she said.
The collection will have everything from booties and flats to sandals and
pumps. Parker will be on hand to meet and greet, take photos and sign shoes. In true
Carrie Bradshaw style, Cosmopolitans and Cupcakes will be served.
‐###‐

18. 865 Market Street San Francisco, CA 94103
FACT SHEET
FOR IMMEDIATE RELEASE FOR MORE INFORMATION:
February 5, 2014 Jamie Johnson
Event Specialist
Office: (415) 243‐8500
jamiejohnson@nordstrom.com
Nordstrom
 Sarah Jessica Parker and Nordstrom team to launch Parker’s new accessory
line SJP.
 The collection was co‐produced by Manolo Blahnik director George
Malkemus.
 Sarah Jessica Parker will be at the San Francisco Centre Nordstrom on
February 28th to promote the collection.
 Parker will greet shoppers and autograph shoes at the launch.
 The collection will feature over 25 varieties of shoes ranging from $195 to
$495, as well as 3 different handbag styles and 2 trench coats.
‐###‐

19. 865 Market Street San Francisco, CA 94103
PHOTO OPPORTUNITY SHEET
FOR IMMEDIATE RELEASE: FOR MORE INFORMATION:
February 5, 2014 Jamie Johnson
Event Specialist
(415) 243‐8500
jamiejohnson@Nordstrom.com
Sarah Jessica Parker: Personal Appearance at Nordstrom
What: Sarah Jessica Parker, also known as her Sex and the City alter ego, Carrie
Bradshaw, has developed her very own New York inspired accessory line.
The collection will be featured exclusively with Nordstrom,
Nordstrom.com, and various pop‐up stores.
Who: Sarah Jessica Parker, veteran actress best known for her role on Sex and
the City.
When: Parker will be at The San Francisco City Centre Nordstrom on Friday
February 28th from 5 to 8pm.
Where: The collection will be released at The San Francisco City Centre
Nordstrom location at 865 Market Street in San Francisco, CA 94103.
Why: To promote Sarah Jessica Parker’s new accessory collection, SJP.
‐###‐

20. 865 Market Street San Francisco, CA 94103
Sarah Jessica Parker: Personal Appearance for Nordstrom
865 Market Street San Francisco, CA 94103
PHOTO CAPTION
FOR IMMEDIATE RELEASE For more information:
February 5, 2014 Jamie Johnson
(415) 243‐8500
jamiejohnson@Nordstrom.com
Sarah Jessica Parker will be at The San Francisco City Centre Nordstrom promoting
her new accessory line, SJP. The collection will feature the “Carrie” T‐strap pump
(pictured) as well as the “Manhattan” Trench Coat and “New Yorker” hobo bag.

21. Harlow Dreams: Fashion and Film
Old Hollywood Glamour revived on the Golden Globes Red Carpet
Posted on February 12, 2014
Tags: Jean Harlow, dreams, Hollywood, glamour, Golden Globes, The Red Carpet
By Ashley Stanton
It’s that time of year again: Awards Season in Tinsel Town. In Hollywood, where
cocktails and laughs are served straight up and dreams are fulfilled, the bold and
brightest put on their Sunday best. The 2014 Golden Globes did not disappoint. There
was definitely a recurring trend on the red carpet this year- Old Hollywood Glamour.
Delicate details, fine fabric, hip-hugging haute couture and sweeping silhouettes
reminiscent of the golden era were the top picks of Hollywood’s finest. My top 5 picks
were not only the most beautiful but also looked like they could have been plucked from
an old photograph.
Cate Blanchett dazzled in lace Armani Couture with Chopard earrings…a modern day
Grace Kelly.

22. Zooey Deschanel was perfection in Oscar de la Renta gown and shoes with Neil Lane
jewels. She is a quirky Audrey Hepburn.
Emma Roberts looked smoldering in a Lanvin gown and Neil Lane earrings. She has
the same spark Rita Hayworth had.

23. Kate Beckinsale stunned in Zuhair Murad and Chopard jewels. It’s no wonder she was
chosen to play Ava Gardner in “The Aviator”.
Margot Robbie was flawless in Gucci and Van Cleef jewels. A resurrection of Veronica
Lake.
The looks at the Golden Globes were gorgeous but this was just a warm-up to the
Academy Awards-Hollywood’s biggest night. Based on what we’ve seen so far I can
only imagine what’s in store for the Oscar’s red carpet. My prediction? Most, if not all of
these ladies will be on my top 5 list again.Stay tuned for my re-cap of the looks from the
Academy Awards, where there is sure to be another revival of old Hollywood
glamour.

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Modern Maven 5 minutes ago
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We are proud to introduce the launch of our online magazine! Please
visit us at www.modernmaven.com for everything you need to know
about fashion trends, health, entertainment, and so much more!

27. Situational Analysis
I. Executive Summary: With over 75 years experience in male grooming
products, Old Spice is finally expanding their brand to create “Control”, an
acne‐care line geared towards young men between the ages of 16‐25.
“Control” will have a product line consisting of face wash, toner,
moisturizer and body wash. The acne‐fighting ingredients in “Control” are
all natural. The products are easy to use and affordable. Keeping with the
Old Spice brand, they are masculine, smell good, and appeal to the
opposite sex.
II. SWOT Analysis
 Strengths: Old Spice is an established brand backed by mega
company Procter & Gamble. They know exactly who their
customer is and how to successfully advertise to them. Old Spice
has a loyal customer base because they have continuously
provided products that their customers want and at prices they
are willing to pay.
 Weaknesses: Although they are in the beauty business providing
products such as body wash, deodorant, and soap they have never
offered any specific facial or acne‐care products.
 Opportunities: If they are successful in the acne‐care arena they
can really dominate this industry. They have a lot of customers
ranging from teenagers to young adults and this age group
typically deals with acne. These customers choose Old Spice for
their body washes, deodorants and sprays; if Old Spice offered
acne‐care products they would be thrilled.
 Threats: Their lack of experience in acne‐care could be considered
a threat but their experience in body care and their trusted name
in the industry could help them. There are some competitors that
could pose a threat to their new venture. Proactiv, Clearasil, and
Clean & Clear are the top competitors. Their price points are very

28. comparable to Old Spice and they are already established acne‐
care brands.
III. Situation Analysis
a. Client and Product
 Old Spice was founded in 1934 and was produced by
Shulton, Inc. It was initially created as a brand for women
but that direction quickly changed to men.
 Old Spice is creating a new skin care line for the treatment
of acne geared towards young men.
 The products fall under the beauty and skin care industry.
 The active ingredients in the products are all natural.
b. Target Audience
 The target customers are young men who suffer from acne
or are looking to prevent acne. The target age is 16 but they
are likely between the ages of 16 and 25. They are already
Old Spice customers and are looking for masculine and
affordable skincare products.
 The customers are very active and probably participate in
sports or other outdoor activities. They are social and love
interacting with people. They take pride in their
appearance and are health conscious.
c. Product Benefits
 “Control” uses all natural active ingredients such as aloe
vera, tea tree oil, thyme and witch hazel.
 Old Spice is a beloved brand among many men; an acne‐
care line is definitely something that has been missing. This
new product line will allow men to use a brand they love,
improving their skin, thus increasing their confidence,
while retaining their masculinity and a little bit of money.
d. Current Brand Image
 Customers see Old Spice as a great brand that offers body
care products that are affordable, smell good, and are
appealing to the opposite sex.
e. Desired Brand Image
 Old Spice wants to be considered a top brand for teens in
the acne‐care arena.
f. Direct Competition and Brand Image
 Proactiv, Clearasil, and Clean & Clear are direct competitors
of Old Spice.
 Kathy Rodan, M.D. and Kathy Fields, M.D founded Proactiv
in 1995. Proactiv was created specifically for the treatment
of acne. The active ingredient used in the products is
benzoyl peroxide. They have been successful in marketing

29. Proactiv through company Guthy‐Renker and celebrity
endorsements.
 Ivan Combe and Kedzie Teller founded Clearasil in 1940. It
was the first brand created specifically for the treatment of
acne on younger skin. Clearasil uses benzoyl peroxide,
sulfur, resorcinol, triclosan and salicylic acid as active
ingredients. They have a wide range of products and are
extremely successful.
 Revlon developed Clean & Clear in 1957. Originally
conceived as a product line that contained no dyes or
fragrances; their first line consisted of shampoo,
conditioner and facial products. After they were sold to
Johnson & Johnson they were marketed as an acne‐care
company. They now focus on a variety of skin conditions.
 Its competitors are known for their acne‐fighting products.
 Old Spice is striving to also be known for acne‐fighting
products as well as their standards. Old Spice has an edge
over the competition because they offer products like
deodorant and soap. Proactiv, Clearasil, and Clean & Clear
only offer acne‐care products.
g. Indirect Competition and Brand Image
 Axe is a competitor of Old Spice’s current product line;
because they don’t have acne‐care products they would not
be a direct competitor of “Control”.
 Indirect competitors could be any beauty product company
that doesn’t offer acne‐fighting products, but customers
choose over Old Spice because of other benefits they may
offer such as pleasant smell or packaging, advertisements
and endorsements.
h. Advertising Objective
 To convince customers to buy Old Spice’s acne‐care
products over the competition.
i. Strategic Message
 To show young men they can fight acne, look better, feel
better, gain confidence and attract the opposite sex all
while retaining their masculinity and a little bit of money in
their pockets.
j. Supporting Benefits
 All the active ingredients in the acne‐care line are natural.
 The products are affordable.
 They fight acne and smell good.
 They are masculine and appeal to the opposite sex.

30.
SUPERMAN FACES HIS TOUGHEST
VILLAIN YET.
Take with our line of krypton
free, natural ingredients to help vanquish
your acne and feel super once again.
www.oldspice.com

31. www.oldspice.com

33. Everything But Nice?
Everything But Nice?

34. Google Ad

36. Television Script
Show: Diesel fuels Fashion Writer: Rebecca Sheridan
Project: Fall 2014 Runway Shows Announcer: Carter Ray
Title: Diesel Fall 2014 Runway Show Producer: Ashley Stanton
VIDEO: AUDIO:
TABLE OF CONTENTS
Precis: (insert RT)
Sound bite: David & Victoria Beckham
Sound bite: Jillian Mercado
Sound bite: Andreas Melbostad
PRECIS: It’s that time again: Fashion Week in
New York City. We are here at Madison Square
Garden to catch the Diesel Fall 2014 Runway
Show.
Slate #1: NATSOUND
B‐roll
(WS) of New York City
Slate #2
(WS) outside of Madison Square Garden NATSOUND
Slate #3
(MS) outside of Madison Square Garden where
People are arriving
(CU) of celebrities
(CU) of David & Victoria Beckham SOT #1 David & Victoria
Beckham: “WE JUST LOVE
FASHION WEEK…SUCH AN
EXCITING TIME. ANDREAS
IS A DEAR FRIEND OF
OURS, ITS WONDERFUL TO
BE HERE TO SUPPORT HIM.
HE IS SUCH AN
INSPIRATION IN THE
FASHION COMMUNITY
AND WE CANT WAIT TO
SEE THE SHOW.”
‐MORE‐

37. VIDEO: AUDIO:
Slate #4 NATSOUND
Pan inside Madison Square Garden
(MS) of audience and runway Announcer: AS YOU CAN
SEE, GUESTS ARE FINALLY
ENTERING THE VENUE TO
FIND THEIR SEATS. IT
DOESN’T LOOK LIKE
THERE WILL BE AN
EMPTY SEAT IN THE
HOUSE.
Slate #5 NATSOUNDS BACKSTAGE
B‐roll of models backstage
(CU) of models getting ready
Slate #6
Pan models backstage Announcer: DIESEL HAS
MADE HEADLINES FOR
THEIR USE OF
UNCONVENTIONAL
MODELS IN RECENT
CAMPAIGNS, INCLUDING
FASHION EDITOR JILLIAN
MERCADO WHO HAS
MUSCULAR DYSTROPHY.
JILLIAN IS HERE TONIGHT
AND WILL BE MODELING
IN THE SHOW.
(CU) of Jillian Mercado SOT #2:Jillian Mercado:
“DIESEL IS A
COMPANY WHERE
EVERYONE CAN WEAR IT.
YOU DON’T HAVE TO LOOK
LIKE A MODEL TO WEAR
IT. . I’M NERVOUS TO BE
IN THE SHOW, BUT I’M
ALSO VERY PROUD.”
Slate #7
Pan backstage
(CU) of Andreas Melbostad SOT #3 Andreas Melbostad:
“WE ARE THRILLED TO
‐MORE_

38. VIDEO: AUDIO:
UNVEIL THIS
COLLECTION. WE HAVE
ALL WORKED SO HARD
ON IT AND WE HOPE YOU
ENJOY THE SHOW.”
Slate #8
Pan runway Announcer: THE SHOW IS
KICKING OFF NOW AND I
CAN ALREADY TELL IT’S
GOING TO BE A GREAT
ONE.
(WS) of models on runway NATSOUND MUSIC FOR
RUNWAY SHOW
(MS) of models on runway
(CU) of models on runway
‐END‐