John Hendrickson is a student at the University of Kentucky graduating in Spring 2016 with a major in Integrated Strategic Communications and a minor in English. His goal is to work in a marketing agency as a digital media specialist or be part of the creative team helping with campaign strategies. In five years, he hopes to be a copywriter at a marketing agency or work in the marketing department of a professional sports team.

1.
John
Hendrickson
Major:
ISC
with
a
Creative
path
Minor:
English
Graduation:
Spring
2016

2.
When
I
initially
graduate
my
goal
would
be
to
work
in
a
marketing
agency.
I
would
hope
to
start
out
as
digital
media
specialist
posting
for
their
Facebook,
twitter,
etc.
I
also
I
would
want
to
be
apart
of
the
creative
that
helps
with
ideas
and
campaign
strategies
for
attempting
to
retain
or
gain
clients
to
add
experience
with
copywriting
while
being
a
digital
media
specialists.
In
five
years
I
would
want
to
be
either
in
a
marketing
department
for
a
professional
sports
team,
or
if
I
stayed
at
the
same
marketing
agency
I
would
hope
to
move
up
to
copywriter.
I
think
creating
the
ads
and
having
the
lead
in
projects
so
being
a
copywriter
would
be
a
main
goal
of
mine
if
I
stayed
in
a
marketing
agency.
But
if
I
left
I
would
want
to
promote
a
professional
sports
team
because
I
like
the
marketing
and
promotion
sides
of
sports.
Either
one
of
those
jobs
is
somewhere
I
would
like
to
be
in
5
years.

3. R E S U M E :
J O H N
H E N D R I C K S O N
85
Surrey
Street
•
Brighton,
MA
02135
Cell:
907-­‐602-­‐6828
•
Email:
jdhe229@g.uky.edu
OBJECTIVE
To
obtain
a
full
time
position
with
an
advertising
agency
or
marketing
company.
EDUCATION
2013-2016 University of Kentucky
§ Degree
in
Integrated
Strategic
Communications
with
creative
path
and
a
minor
in
English.
2011-­‐2012
Colorado
Mesa
University
EXPERIENCE
Summer 2016 Sunshine Custom Promotions – Sales Associate
Anchorage, AK
• Would
build
25-­‐30
files
weekly
of
orders
and
put
them
into
computer
system.
• Track
shipments
of
orders
and
update
clients
on
progress
of
shipments.
• Schedule
3-­‐5
pickups
and
deliveries
weekly
from
shipping
companies
of
orders
placed
by
clients.
Summer 2015 MSI Communications – Account Manager Assistant
Anchorage, AK
• Part
of
creative
team
that
would
help
devise
campaign
strategies
and
advertisements.
• Helped
keep
clients
up
to
date
with
progress
of
campaigns
by
calling
and
email.
• Performed
media
clippings
weekly
for
cruise
companies.
Summer 2014 Porcaro Communications – Field Staff for Campaign
Anchorage, AK
§ Responsible for calling and going door to door to inform potential voters
about measure on tax structure and recorded results.
§ Responsible
for
building
signs,
and
delivering
them
to
houses
or

4. businesses.
§ Responsible
for
helping
plan
events,
setting
up
booths,
and
marching
in
parades.
COMMUNITY
&
INTERESTS
§ Beans
Café
Volunteer,
January
and
February,
2013:
Helped
prepare
and
serve
food
to
the
homeless.
§ E7
Kids
Café
Volunteer,
April
and
May,
2016:
Helped
prepare
meals,
read
to,
and
take
underpriviledged
kids
to
parks
after
school.
§ 2013
Cathy
Tracy
Doubles
Tournament
Director:
Scheduled
matches
and
accounted
for
player’s
entry
fees.
§ Member
of
Colorado
Mesa
University
Division
II
Men’s
Tennis
Team,
2011-­‐2012
§ Member
of
University
of
Kentucky
advertising
club.
§ Knows
score
of
every
Superbowl.

5.
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6. Broadcast
Digital:
Radio
Script
Home
Depot
:30
Radio
(157)
Jaws
“
I’m
Right
Here“
Liz:
(Women
in
her
early
50s,
High
pitched,
scratchy):
This
is
going
to
make
a
great
yoga
room.
Ken:
(Man
in
his
early
50s,
deeper,
drawn
out):
You
can
do
that
anywhere.
I
think
we
should
get
a
huge
TV
and
a
bar
in
here.
Liz:
Ew,
we
don’t
need
a
man
cave.
Amy:
(18-­‐year-­‐old
girl,
softer
voice):
Mom,
Dad?
Are
you
guys
talking
about
my
room?
Ken:
(Defensively)
It
wouldn’t
be
just
a
man
cave;
it’s
for
all
company.
Liz:
No
one
but
your
friends
would
touch
that
with
a
ten-­‐foot
pole.
Amy:
(Sarcastically)
Guys,
I’m
right
here.
Ken:
Just
do
yoga
in
the
living
room.
Liz:
I
can’t
on
carpet…
Ken:
The
kitchen
should
be
fine
then.
Liz:
(Angrily)
Excuse
me!?
Amy:
(Yelling)
GUYS!
College
doesn’t
start
for
two
months!
Ken:
Oh
yeah,
this
is
all
in
theory.
Liz:
And
we
are
going
to
miss
you
very
much.
ANNCR:
(Deep
voice):
Home
Depot
now
offers
free
DIY
workshops.
Don’t
waste
time
arguing
and
hurry
in
now
to
workshops
before
they
fill
up.
Go
online
to
find
local
dates
and
times
of
classes.
Take
back
your
space.
Liz:
(Whispering
quickly)
Don’t
even
for
a
second
think
your
getting
it
your
way.

7.
Internship
Work
(A
Brochure
for
the
Ted
Stevens
Foundation
lunch,
I
did
the
writing
for
this.
None
of
the
design.)

9. Internship
Work
(Press
Release)
STEELFAB
LOGO
FOR
IMMEDIATE
RELEASE
July
31,
2015
Contact:
Christopher
St.
John
chros@msialaska.com
907.569.7070
STEELFAB
RELEASES
NEW
MESSER
MPC2000
WITH
ENHANCED
FEATURES
Anchorage,
Alaska
-­‐
The
largest
locally
owned
steel
service
center
and
fabricator
in
the
state
of
Alaska,
STEELFAB,
released
the
new
Messer
MPC2000.
The
Messer
MPC2000
offers
enhanced
linear
ways,
long-­‐life
band
drives,
and
larger
end
trucks.
The
MPC2000
capable
of
drilling,
cutting,
bevel
cuts,
and
marks
with
multiple
processes.
STEELFAB
has
been
providing
Alaskans
with
steel
service
since
1952
offering
over
100,000
tons
of
steel
products
every
year.
Their
goal
with
the
MPC2000
was
to
give
Alaska
a
product
that
had
a
superior
cut
quality
in
large
gantry
formats
with
high
accuracy,
fast
speeds,
and
repeatability.
Giving
precision
to
the
cut
the
MPC2000
has
programmable
PL-­‐1
lifters,
including
powerful
AC
drives
coupled
with
Global
Control
Plus
which
allows
for
24/7
operation.
Highlighted
features
of
the
MPC2000
include
the
Global
Control
Plus
which
has
a
compact
touch
screen
you
can
access
the
process
data
base,
the
Steel
Welded
Beam
with
reinforced
steel
and
the
beam
having
less
than
.062”
bend
and
.1
degree
a
of
twist
provides
greater
stability
for
accurate
cut
quality.
The
Linear
Ways
offers
a
ball
runner
that
blocks
the
Y-­‐axis,
or
the
Drives
that
owns
6
HP
drives
for
the
X
and
Y-­‐Axis
that
provide
smooth
and
accurate
motion.
Other
special
features
the
MPC2000
has
are
the
updated
Omniflow,
PL-­‐1
Plasma
Torch
LLifter,
Slagger
Table
&
Blade,
X-­‐Axis
Rail
System,
Alfa
Oxyfuel
Torch
System,
Fiber
Laser,
the
Drill,
Markers
and
the
Global
Infinity
Rotator.
The
Messer
MPC2000
is
available
now.
###

10. Direct
Mail
Advertising
NOT EVERYTHING
GOES AS PLANNED
Allison Wade,
When you think you are prepared for anything, life can throw you
some curve balls. And when you’re not ready for all of them, we are there to
help out. Plan B One-Step® is a day-after pill.
What Plan B One-Step® does is prevent or delay ovulation, to
interfere with fertilizing an egg. Plan B One-Step® is suppose to be taken
within 24 hours of unprotected sex, reducing the chance of pregnancy by
95%. If taken 72 hours after unprotected sex, the chance of preventing
pregnancy is still 89%.
When things don’t go according to plan, or when you are not ready
for that unexpected event to change your life, Plan B One-Step® is there to
keep things orderly.
P.S.
We have attached a $15 mail in coupon in case you
have to use Plan B One-Step®. We want to make things as easy
as possible for you when plan A doesn’t work out, because life
doesn’t wait for the perfect time.

11. Broadcast
Ad:
TV
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12. Print
Ad:
Visit
Your
Hometown

13. Internship/JAT
399
Summary
This summer interning at MSI Communications I learned more about the industry
than I hoped I imagine through an internship. I have had various amounts of duties so far
that includes media clippings, assisting with Alaska Airlines ads, and helping with RFPs.
It has been great to see how we work with a big client such as Alaska Airlines.
There is a lot of budget planning that we have to do, which allows us to determine what
kind of ads we can create, and how much time we have to personally create without over-
billing our client. Also we have to decide what media outlets to place advertisements in to
give Alaska Airlines the best outreach. I think this has helped me learn about how to keep
a good relationship with our clients and media outlets, and scheduling of budget
planning.
Media clippings is something that I never knew agencies like us did, but also is a
god way to be our clients updated and happy. It’s interesting that we are supposed to pick
out what we deem worthy of news, summarize it to one sentence, and then send our
clients the link to the article. I think just shows that despite it being a simple task, we are
willing to go that extra mile for a clients to make sure they can have an easier time
staying updated about the news going on around them.
What I learned the most about so far was the RFP for Anchorage Chamber of
Commerce, Tent City Festival. Although we didn’t end up winning that RFP, I still
learned so much from it. I enjoyed how we tried devise a strategic media, of deciding
whether to do TV spots, radio spots, digital advertising, or a social media campaign. At
first we had planned to do a TV spot because we had done a commercial for Anchorage
Chamber of Commerce earlier this year, and would only need to edit it a little bit to save

14. costs for more on-air time. But we later scratched that plan as we found we could have a
longer campaign going with radio for added media value. To go along with radio
advertising, we decided to have a social media campaign by creating a Facebook page.
This was so we would be able to launch a campaign 2 weeks in advance instead of one
week, because of cheaper costs and added media value for radio instead of TV.
Instead Anchorage Chamber of Commerce did not choose us because they liked
the idea of TV campaign, although we think that was their mistake because not as many
people watch TV in the summer, so the outreach wouldn’t be as strong. Regardless, being
able to be a part of devising an RFP was a great experience.
Other things was I have been able to see this was a press check. I found that really
interesting because our client BP really required “their green” which was a lot harder to
get than I expected. We had to send back a mock poster about five or six times until they
able to get it spot on, although I was barely able to tell difference, and wouldn’t be able to
if it wasn’t pointed out to me. I think this shows how important keeping a company’s
image or brand is.
A project that I was able to take a big part in was the Ted Stevens Foundation. For
our late Senator Ted Stevens, a foundation was set-up to honor his achievements and all
he had done for Alaska. This project I was allowed to involved in writing the copy, and
was the main contact for the client. It was really great that I was able help write copy for
the brochure, and seeing the process of getting client approval was somewhat more than I
expected because there were three different people on their team all wanting different
things. At the end of the day we were able to get the brochure to the client before the
deadline, and I thought we did a very good job with it.

15. I was also allowed to write a press release for STEELFAB’s new MPC2000. It
was the first press release that they allowed me to write this summer. It consisted of
talking about this new product and why it was better than previous ones.
The next day I was asked to do another press release, this one was for the new
members on the MSI Staff. I talked about what they would do here at MSI, and my first
draft I talked a lot about their history, but I was told to change that and cover no more
than one sentence about their past, because clients won’t care too much about that.
I was happy I was able to write some press releases for MSI because I felt that
expanded on what I was learning here. I also feel that since I want to be a copy-writer,
being able to be a part of the brochure and writing the press releases I am able to gain
some great experience in the field I want to be a part of.
I am very happy and grateful to able to get this internship. I think I was very lucky
to able to apart of such big projects that I didn’t know I would be taking when I started. I
have learned so much about the industry, whether it is budget planning, media and client
relationship, writing press releases or devising a campaign. This more than I have hoped,
and I am really glad that I was able to land this internship.