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Jason Ginenthal Portfolio


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Jason Ginenthal Portfolio

  2. 2. about meYes, there are still some men in public relations.With experience in lifestyle, hospitality, education and non-profitsectors, I pride myself on being able to study a client’s business,determine its position in the market, and think of new ways toenhance its image in the eyes of the public.Past accounts I’ve worked on include the King of Prussia Mall, theSchool District of Philadelphia, VISION 2020: Equality in Sight, PhillipsSeafood Restaurants and GoldOller Real Estate Investments.Local publications I’ve placed stories in include The PhiladelphiaInquirer, Philadelphia Weekly, Philadelphia Magazine and Main LineToday. Publications outside the Philadelphia area include AC Weekly,The Baltimore Sun and niche/trade publications such as CuratedMagazine and Globe St.I excel in the area of media relations – from building media lists andpitching reporters, to getting placements for my client. Last but notleast, I’m very comfortable with social media, and have successfullyworked with the all-important mommy blogger demographic in thepast.Included in this portfolio is an overview of my skill set, as well as selectmedia placements that I feel show what I’m capable of producing.Writing samples, additional media placements and references are allavailable upon request.
  3. 3. resumeWORK EXPERIENCE:THE KARMA AGENCY: Philadelphia, PA October 2010 -- January 2011Assisted account executives on various accounts, including the King of Prussia Mall, the SchoolDistrict of Philadelphia and VISION 2020: A Conversation of American Women. Wrote pitches, builtand maintained media lists, proofread advertising copy and conducted weekly media monitoring.Also conducted market research for RFPs as well as Penn Medicine.KING OF PRUSSIA MALL:•Placed new retailer “mybestfit” in mommy blogs, The Philadelphia Inquirer and Suburban Life.•Secured pre- and post-event coverage of 2010 Fall Fashion Show in Philadelphia Magazine,Philadelphia Style, Philadelphia Weekly and more.•Publicized Men’s Shopping Night by securing listings in Main Line Today, the Pottstown Mercuryand The Courier Post.•Also gained positive coverage of Men’s Shopping Night on all major networks: WPVI ABC-6, WCAUNBC-10, KYW CBS-3 and WTXF FOX-29.SCHOOL DISTRICT OF PHILADELPHIA:•Worked with senior account executives to publicize PHILLY TAP: The System for TeacherAdvancement.•Invited local media to attend teacher payout ceremonies at local charter schools, resulting inpositive coverage on ABC 6’s ACTION NEWS.•Placed stories about PHILLY TAP in Spanish-language newspapers Al Día and Impacto Latin andtranslated articles into English for client.•Conducted weekly media monitoring on educational topics, including charter schools, teachermerit pay, local school district news and more.VISION 2020: A CONVERSATION OF AMERICAN WOMEN:•Provided on-site assistance for October 22nd event at the National Constitution Center.•Updated Facebook, Twitter and Flickr pages throughout the event.•Assisted senior staff in compiling post-event coverage, answering reporters’ follow-up questionsand providing feedback to the corporate sponsor, Penn Mutual Life Insurance.
  4. 4. resumeBRESLOW PARTNERS: Philadelphia, PA March -- August 2010Worked directly with owners Tina Breslow and Jennifer Mansfield on various accounts, including PhillipsSeafood Restaurants and GoldOller Real Estate Investments. Wrote pitches, press releases, built andmaintained media lists and performed other administrative tasks as needed.PHILLIPS SEAFOOD RESTAURANTS:•Organized a blogger dinner at Phillips’ Atlantic City location, resulting in positive coverage from attendees.•Pitched local media to interview executive chef Paul Drew at Phillips Atlantic City, and secured placementsin AC Weekly, the Press of Atlantic City and the Gloucester County Times.•Promoted 30th anniversary of Phillips’ Baltimore location by placing stories in The Baltimore Sun,Baltimore Magazine, as well as broadcast segments on WBFF FOX-45 and WMAR ABC-2.GOLDOLLER REAL ESTATE INVESTMENTS:•Announced property acquisitions by securing placements in Globe St., Multi-Housing News and ThePhiladelphia Inquirer.•Drafted advertorials, proofread advertising copy and distributed press releases to local and regionalrealtors.SKILLS AND SPECIALTIES:•Excellent public speaker and moderator.•Strong writer trained in the Associated Press (AP) Style.•Experienced user of VOCUS software.•Solid track record of getting press for clients in a variety of mediums.•Capable of working independently or in a group.EDUCATION:B.S., Public Relations, University of Miami: Coral Gables, FL June 2009ACTIVITIES & ACCOMPLISHMENTS:•Worked directly with the Assistant Vice President of Media Relations during a three-month internship.•Wrote press releases, media alerts, screened media calls and assisted in the creation of press kits.•Provided assistance at various special events, including the unveiling of Alex Rodriguez Park and HBO’sFlight of the Conchords at the BankUnited Center.
  5. 5. skills & capabilitiesPRINT MEDIANewspapers, magazines, trade publications – I’ve worked with them all, and havecultivated a network of contacts that I can call upon to get the word out fast. Bycreating customized, targeted pitches tailored to each outlet, I’m proud to have a solidtrack record of getting “ink” for all of my past clients.TELEVISIONBroadcast media work with short lead times, and they demand that their pitches betimely, relevant, and newsworthy. Far beyond emailing a media alert and hoping for thebest, I make a point to study each broadcast station, see what kind of stories they’reworking on, and tailor my pitch to grab the assignment editor’s attention.BLOGSNot all blogs are created equal. Some barely have any readers, while others mightdemand handouts or other “pay-for-play” scenarios that can damage an agency’sreputation. By using services such as QuantCast or Alexa, I can determine a blog’sreadership, determine whether or not it’s worth pitching, and garner the kind of quick,media-rich placements that make clients smile.
  6. 6. skills & capabilitiesCOPYWRITING & EDITINGPress releases, media alerts, pitch letters and biographies are just some of the materials I’vewritten. In addition, I’ve helped draft “advertorials” as well as copy-edit existing documentsbefore they went to print. From stray typos that need correcting to summarizing information ina clearer and more coherent matter, I’m always eager to start new writing projects.COMPETITOR ANALYSISAnalyzing one’s competition is a crucial and often under-utilized way to effectively market abrand or product. From determining where a competitor is advertising and placing editorialcontent, to monitoring how they’re using social media to grow audiences, I can providethorough and detailed reports to stay one step ahead of the competition.MARKET RESEARCHFrom growing existing consumer insights to gathering data for RFPs, I’ve conducted marketresearch for a variety of education, technology and lifestyle clients. By having the most accurateand up-to-date data available, senior staff can create the best strategies for current or potentialclients.NEW & SOCIAL MEDIAThere’s a lot more to new media than creating a Facebook or Twitter page and waiting for theaudiences to pour in. One must continuously provide content, interact with audiences and givea compelling reason for people to keep visiting. Strategies to build and retain audiences includecreating special product promotions, sharing company news as well as encouraging visitors toshare their thoughts and opinions for a truly “social” experience.
  7. 7. media placementsCLIENT:King of PrussiaMallOUTLET:PhiladelphiaWeeklyCIRCULATION:100,893DATE:November 2,2010NOTES:Placed story inPhiladelphiaWeekly topromoteGunn’s hosting2010 fallfashion showat the King ofPrussia Mall.
  8. 8. media placementsCLIENT:King of PrussiaMallOUTLET:GirlyMama.comVISITORS:15,000 pageviews permonthDATE:October 19,2010NOTES:Placed newbody scanner“mybestfit” onGirlyMama.comto buildawarenessamong mommybloggers.
  9. 9. media placementsCLIENT:GoldOller RealEstateInvestmentsOUTLET:ThePhiladelphiaInquirerCIRCULATION:354,085DATE:July 12, 2010NOTES:Invited mediato cover thenewly-refurbishedARIACondominiumin Center CityPhiladelphia.
  10. 10. media placementsCLIENT:PhillipsSeafoodRestaurantsOUTLET:The BaltimoreSunCIRCULATION:201,830DATE:July 1, 2010NOTES:Placed a storyabout the 30thanniversary ofPhillips’Baltimorelocationduring theFourth of Julyweekend.
  11. 11. media placementsCLIENT:School Districtof PhiladelphiaOUTLET:Al DiaCIRCULATION:52,084DATE:November 16,2010NOTES:PublicizedPhilly TAP, aprogram thatrewardsteachers withcash bonuses,in Spanish-languagenewspaper AlDia.
  12. 12. media placementsCLIENT:VISION 2020:Equality inSightOUTLET:PhiladelphiaMagazine(Online)VISITORS:70,000 pageviews permonthDATE:October 22,2010NOTES:Invited localpaparazzoHughE Dillonto coverVISION 2020’sOctober 22ndevent at theNationalConstitutionCenter.