Heelprint 2014-2015

1heelprint communications
table of contents
Additional Heelprint Projects
Table of Contents (22)
Doritos: Crash the Superbowl (23)
The Portledge School (23)
MoveLoot (24)
WeMontage (24)
Sweet Potato Mousse (25)
Millionaires in Training (26)
Changes to Heelprint Communications
Addition of Executive Team Positions (28)
Campus Pub (29)
Departments (29)
Workshops (31)
Heelprint’s Creative
Examples of Creative (32-33)
Table of Contents
Introductory Letter (2)
Executive Team (3-4)
2014-2015 Heelprint Employees (5-8)
Fall 2014 Clients
External Clients
Planet Mogul (10)
Flashband (11)
American DBE Magazine (12)
Internal Clients
Internal: Website (13)
Internal: Video (14)
Spring 2015 Clients
Tar Heel Beginnings (16)
Planet Mogul (17)
Helping Hand Project (18)
Midway Community Kitchen (19)
Three Corners Collective (20)
Funny Girl Farm (21)

To Whom It May Concern
It has been our pleasure to serve at the helm of Heelprint Communications for the Fall 2014 and Spring 2015
semesters, learning the intricacies and challenges of agency life from the opportunities afforded to us.
Over the course of the past academic year, we have looked inside our organization to improve the way we
work. We have focused our energies to begin an evolution in Heelprint with an emphasis on restructuring
the internal framework, improving our communication and focusing on professionalism. The base that we
have developed through the various trials of agency work has made Heelprint a stronger agency, giving
more student-employees the opportunity to develop their creative communication skills and practice setting
and surpassing real-world expectations.
Through the course of this document, you will find an extensive review of Heelprint Communications from
August of 2014 through April of 2015. With the guidance of our faculty advisor VK Fields, we will continue
in this year’s progress to further our mission of providing students with the concrete and professional
opportunity to be creative communicators.
With greatest thanks,
James Waugh
CEO, Heelprint Communications
Kimberly Yates
COO, Heelprint Communications

executive staff
JAMES WAUGH
Chief Executive Officer of Heelprint
Communications
Year Senior
Major Journalism and Mass
Communication, Advertising
Specialization
About James began in Heelprint as
a founder of Heelprint U, a former
branch of the agency devoted to
serving on-campus clients. After
being appointed as CEO, he has
focused on bringing Heelprint
employees opportunities to connect
with other campus organizations
and with each other through training
events and orientations. By
restructuring Heelprint, James has
made efficiency and outreach part of
Heelprint’s identity.
KIMBERLY YATES
Chief Operating Officer of Heelprint
Communications
Year Senior
Communication, Public Relations
Specialization
About Kimberly joined Heelprint in
the fall of 2013 as the producer for the
agency’s U.S. Department of State
client, with whom she worked through
the spring. Upon assuming the
position of COO, she focused her role
on teaching the importance of client
relations within the teams by
emphasizing professionalism and
responsibility. She has been highly
involved with client teams to
guarantee that they are acting in a
manner befitting Heelprint’s standards.
DYLAN SIMEL
Creative Director of Heelprint
Communications
Year Senior
Communication, Advertising
Specialization
About Dylan joined Heelprint in the
Fall of 2012 as a junior designer. After
working as a designer for a year, Dylan
became Creative Director for the
2013/2014 school year. He was then
chosen once again to be Creative
Director for the current school year of
2014/2015. Dylan brings some
professionalism as he has worked in 3
different advertising agencies as an art
director. He has an open door policy
and loves helping out designers as
they work towards becoming better.

executive staff
TAYLOR CHRONIS
Director of Internal Communications for
Heelprint Communications
Year Senior
Specialization
About : Taylor joined Heelprint as a
strategist in spring of 2014 and joined
the executive team the next semester.
Fulfilling a need of the agency,
Taylor has focused on redesigning the
website and guaranteeing that
is content is updated quickly and
accurately. She has also revitalized
our social media presence, keeping
our internal and external networks
update with the latest from Heelprint.
MAGGIE CERCIELLO
Director of Recruitment for Heelprint
Communications
Year Junior
Specialization
About Maggie was promoted to
Director of Recruitment for the Spring
2015 semester after serving as the
Director of Campus Pub. Her
responsibilities have been to increase
the visibility of the agency and the
number of students who apply. She
implemented a recruitment strategy
by organizing orientation events,
helping to place new and existing
members into suitable positions and
teams and providing strategy to
Heelprint’s personnel approach.

2014-2015 Heelprint employees
Addie McElwee is a junior Journalism and Mass Communication ma-
jor, specializing in Graphic Design and Editing. She joined Heelprint
in Fall 2014 as a designer for the Internal: Website team.
Alex Clayton is a Journalism and Mass Communication major,
specializing in Graphic Design and Editing. She joined Heelprint in
Spring 2015 as a designer for our Millionaires In Training team.
Ally Levine is a junior double major with Journalism and Mass Com-
munication major, specializing in Graphic Design and Editing, and
Communication Studies, focusing on Media Production. She joined
Heelprint in Fall 2014 to design for the Internal: Video team and con-
tinued for Midway Community Kitchen in Spring 2015.
Amanda Malloy is a senior Journalism and Mass Communication
major, specializing in Public Relations. She joined Heelprint in Spring
2014 and continued through Fall 2014 as a strategist for American
DBE Magazine.
Amber Smith is a double major with Journalism and Mass Commu-
nication major, specializing in Public Relations, and Communication
Studies. She joined Heelprint in Spring 2015 as a strategist for the
Helping Hand Project.
Anna Ross is a junior Journalism and Mass Communication major,
specializing in Public Relations. She joined Heelprint as a strategist
in Fall 2014 working for Thrill City, Buns, and the Internal: Video
team. In Spring 2015 she became the producer for Midway Commu-
nity Kitchen.
Becka Brown is a junior Journalism and Mass Communication major,
specializing in Public Relations. She joined Heelprint for the Fall
2014 semester as a strategist for American DBE Magazine.
Camila Godoy is a senior Journalism and Mass Communication ma-
jor, specializing in Public Relations. She joined Heelprint as a strate-
gist in Spring 2015 for the Helping Hand Project.
Cassandra Perkins is senior double major with Journalism and Mass
Communication, specializing in Strategic Communication, and Polit-
ical Science. She joined Heelprint as a strategist in Spring 2015 for
the Millionaires in Training team.
Chris Graves is a senior Journalism and Mass Communication major,
specializing in Public Relations. He joined Heelprint Fall 2014 as the
producer for American DBE Magazine, and he became the producer
for Planet Mogul for Spring 2015.
Davis Westbrook is a junior double major with Journalism and Mass
Communication, specializing in Advertising, and Economics. He
served in Spring 2015 as the producer for Heelprint’s Sweet Potato
Mousse client.
Diane Poduch is a double major in Journalism and Mass Communi-
cation, specializing in Advertising, and Comparative Literature. She
joined the Funny Girl Farm team as a strategist in Spring 2015.
Drew Foster is a sophomore Journalism and Mass Communication
major, specializing in Advertising. He joined Heelprint as a strategist
for Three Corners Collective in Spring 2015.

Emily Gregoire is a sophomore is a double major with Journalism
and Mass Communication, specializing in Editing and Graphic De-
sign, and Business Administration. She joined Sweet Potato Mousse
as a designer in Spring 2015.
Emma Pendergraft is a junior Journalism and Mass Communica-
tion major, specializing in Broadcast and Electronic Journalism. She
joined in Spring 2014 with video production and social media interest
for the Sweet Potato Mousse team.
Gray Johnson is a senior double majoring in Political Science and
History. He joined Heelprint as a strategist in Spring 2014 continuing
into Fall 2014 on the Planet Mogul team.
Gwen Renée Smith is a freshman majoring in Journalism and Mass
Communication, specializing in Public Relations. She joined Heel-
print in Spring 2015 as the producer for Tar Heel Beginnings.
Jackie O’Shaughnessy is a senior Journalism and Mass Communica-
tion major, specializing in Public Relations. She began as a strategist
for the Fall 2014 Flashband team and continued to work for the client
as it became Three Corners Collective in Spring 2015.
Jason Wolonick is a senior Journalism and Mass Communication
major, specializing in Public Relations. He began with Heelprint in
Fall 2014 as the producer of the Internal: Video team and became a
strategist for the Midway Community Kitchen team in Spring 2015.
Jason also heads Heelprint’s video department and free-lances to
other teams in this capacity.
JoJo Drake is a sophomore Journalism and Mass Communication
major, specializing in Public Relations. She produced for Millionaires
in Training in Spring 2015.
Jordan Matthews is a Journalism and Mass Communication major,
specializing in Advertising. He served as a designer for Flashband,in
Fall 2014.
Josh Alexander is a junior Journalism and Mass Communication ma-
jor, specializing in Advertising. He joined in Spring 2015 as a strate-
gist for Funny Girl Farm.
Jun Chou is a double major with Journalism and Mass Communi-
cation and Communication Studies. She joined in Spring 2015 as a
strategist and designer for Millionaires in Training.
Kaitlyn Kelly is a senior Journalism and Mass Communication major,
specializing in Graphic Design and Editing. She joined Heelprint for
the Fall 2014 semester as the designer for American DBE Magazine.
Kate Soliman is a junior Journalism and Mass Communication major,
specializing in Public Relations. She joined Heelprint as the producer
for the Spring 2015 client Helping Hand Project.
Kathleen Doyle is a senior double majoring in Journalism and Mass
Communication and History. She served as a Fall 2014 strategist for
Flashband.

Katie Conyers is a sophomore double majoring in Journalism and
Mass Communication, specializing in Strategic Communication, and
Psychology. She joined the Spring 2015 client, Helping Hand Proj-
ect, as a strategist.
Katie McNulty is a senior Journalism and Mass Communication
major, specializing in Advertising. She joined as a strategist for the
Internal: Website team in Fall 2014.
Lauren Martin is a senior Journalism and Mass Communication
major, specializing in Public Relations. She served in Fall 2014 as the
producer for Planet Mogul.
Leslie Carlucci is a senior double majoring in Journalism and Mass
Communication, specializing in Advertising, and Political Science.
She served on the Planet Mogul team in Fall 2014 as a strategist.
Lillian Badgett is a junior double majoring in Journalism and Mass
Communication and Political Science. She produced the Funny Girl
Farm project in Spring 2015.
Maddie Sweitzer-Lamme is a Journalism and Mass Communication
major, specializing in Graphic Design and Editing. She joined the
Spring 2015 client, Funny Girl Farm, as a strategist and designer.
Manoj Mirchandani is a senior Journalism and Mass Communication
major, specializing in Public Relations. He served in Fall 2014 as a
strategist for the Internal: Website team and as a strategist for Planet
Mogul in Spring 2015.
Mariah Barksdale is a junior Journalism and Mass Communication
major, specializing in Public Relations. She began with Heelprint as
a strategist for Flashband in Fall 2014, continuing into Spring 2015
with Three Corners Collective.
Max Bitar is a senior double majoring in Journalism and Mass
Communication and Dramatic Art. He began with Heelprint in Fall
2013, staying with the agency through Fall 2014 when he served as a
strategist for Planet Mogul.
Meaghan McFarland is a Journalism and Mass Communication
major, specializing in Editing and Graphic Design. She worked with
Heelprint for Fall 2014 as a designer on the Internal: Website team.
Morgan Trachtman is sophomore Journalism and Mass Communi-
cation major, joining Heelprint in Spring 2015 as a strategist for Tar
Heel Beginnings.
Morgan Vickers is a freshman Communications Studies major. She
joined Heelprint as a strategist for Tar Heel Beginnings in Spring
2015.
Nicole Goldfarb is a Journalism and Mass Communication major,
specializing in Advertising. She joined for Fall 2014 as a designer for
the Internal: Video team.
Sarah DeWeese is a senior Journalism and Mass Communication ma-
jor, specializing in Advertising. Sarah joined Heelprint for the Spring
2015 semester, working as a strategist for the Midway Community
Kitchen client.

Sarah Holstein is a senior Journalism and Mass Communication ma-
jor, specializing in Advertising. She began with Heelprint in Fall 2013
as a designer and strategist on the U.S. Department of State team.
In Fall 2014 she served as a strategist for American DBE Magazine.
Sarah Scott Worth is a double major with Journalism and Mass
Communication major, specializing in Public Relations, and Political
Science. She joined the Sweet Potato Mousse team in a strategic
capacity for the Spring 2015 semester.
Shelby Bass is a senior Journalism and Mass Communication major.
She began with Heelprint in Fall 2014 as a designer for Flashband,
and she continued in that capacity as the client became Three Cor-
ners Collective.
Sofia Enamorado is a junior Journalism and Mass Communication
major, specializing in Public Relations. She joined the Tar Heel Begin-
nings team as a strategist in Spring 2015.
Tara O’Connor is a junior double majoring in Journalism and Mass
Communication, specializing in Advertising, and English. In Spring
2015 she joined the Sweet Potato Mousse team as a strategist.
Taylor Brookhouse is a junior Journalism and Mass Communication
major, specializing in Advertising. She joined Heelprint in Fall 2014
working on the MoveLoot client pitch, and in Spring 2015 she joined
Funny Girl Farm as a strategist and assisted the executive branch as
an internal communication coordinator.
Taylor Sweet is a junior Journalism and Mass Communication major,
specializing in Public Relations. She joined Heelprint as a strategist
in Spring 2015 on the Planet Mogul team.

client table of contents
Fall 2014
Fall 2014 Clients
External Clients
Planet Mogul (10)
Flashband (11)
Internal Clients

Planet mogul
Planet Mogul is focused on encouraging youths to strive for greatness in their careers, showing them the possibilities
that can be reached with dedication, determination and the belief in success. Through a board game and workbook,
students are taught business essentials and are exposed to a variety of career paths to choose from. It is intended to
spark creativity and be a motivator to help kids see themselves as CEOs and entrepreneurs rather than stuck in a
negative cycle.
When Planet Mogul came to Heelprint in the beginning of the Fall 2014 semester, the owner already had the graphics
and concepts developed and produced. Heelprint’s role was to learn the product and find ways to market the game
and workbook by reaching out to potential users and organizations that would benefit from such a specialized product.
As the project began, it became clear to the Heelprint team that though the concepts were developed, the product
was not ready for distribution. This first hiccup caused a shift in the project’s priorities. Instead of focusing solely on
marketing the board game and beginning a plan for distribution, the team turned to an audit of what was working for
the game and workbook with potential customers and what might discourage them from purchasing.
The team members brainstormed, identified and visited different potential clients of Planet Mogul in the area to
research what the reception of the product would be if it were to be released with no changes. The local YMCA,
schoolteachers and the Boys and Girls Club were contacted and the Heelprint team members were able to make
suggestions to Planet Mogul based off of these interviews. Possible adjustments recommended included the
development of an after-school program surrounding Planet Mogul so to engage the students over a period of time,
including parents in the process of learning so that the students had a home base of support, and providing incentives
for the students to become engaged in the program.
Though difficulties arose with changing intents of the project and difficulties in communication, the team was able
to continue to do valuable work for the client. The fall semester only marked the first half of this project, leaving the
Spring 2015 team with the openness to continue advising Planet Mogul on best practices to market and share its
product.
Span of Project Fall 2014 Producer Lauren Martin Team Members Gray
Johnson, Max Bitar and Leslie Carlucci

Flashband
This project was unique because of how it came to Heelprint. James Waugh, Heelprint’s CEO, brought this client with
him from Washington, D.C., where he had interned over the 2014 summer. Flashband is an organization that brings
together musicians to practice and perform together, and Heelprint’s agreement with the company was that our team
would bring this concept to the RTP area.
To form these bands, musicians come to a “Meet and Jam”, where they will be introduced to other musicians and will
be grouped according to the type of music they are interested in playing. After a few Meet and Jams, there is a final
performance put on by the groups who have met and rehearsed together through Flashband. Over the allotted time
period, Heelprint’s team worked with this concept to build up a social media presence, reach out to other
music-affiliated groups and organize Meet and Jams throughout the semester.
Through UNC-Chapel Hill’s music department, the team organized events and publicized them through posters and
social media posts, also reaching out to music programs at Duke University and North Carolina State University to
encourage people from the RTP area to come to Chapel Hill and the budding music scene in this area.
A contact made through these coordination efforts was with Three Corners Collective, a Chapel Hill-based music
collective that places local musicians and groups in venues to play. Heelprint developed a close working relationship
with the executive board at Three Corners Collective, and through this, more musicians were able to connect and find
places to perform.
As this project continued to evolve, Three Corners Collective approached Heelprint to work with them in the future.
After the Fall 2014 contract concluded, the team transferred its skills and acquired knowledge to work for Three
Corners Collective in the spring.
Span of Project Fall 2014 Producer James Waugh Team Members Jackie
O’Shaughnessy, Mariah Barksdale, Shelby Bass, Kathleen Doyle, and Jordan
Matthews

American dbe
American DBE Magazine is a specialized magazine for minority and women-owned businesses that qualify for the
Disadvantaged Business Enterprise—DBE—standing according to the criteria set forth by the U.S. Department of
Transportation.
The magazine was developed by Shelton Russell, focusing on North Carolina DBEs and providing them with articles
and perspectives to help them build up their businesses in the face of adversity. It celebrates the diversity that makes a
DBE what it is, and the magazine is targeted toward these businesses specifically.
The primary task of the Heelprint team was to assemble a document to email to potential consumers. The magazine
is available via print for a price as well as through the magazine application Issuu free of charge. Part of the team’s
challenge was framing the copy of its email to remind and convince people of the benefits of a physical magazine so to
increase profits. This aspect of the project involved research on the audience, an audit of American DBE’s strengths as
a magazine so to write effective copy as well as create a digital representation that best showed the magazine’s values
of providing a professional, applicable and useful magazine for businesses that can benefit from the expertise and
experiences of other entrepreneurs.
To supplement these emails, the team designed a printable 4x6 inch information card for Mr. Russell to take with him to
conferences to more easily spread information about his magazine. These small cards contained the information of the
email and consistent branding with the website and email.
In addition, the team performed a social media audit for Mr. Russell and provided him with ideas and concepts to best
identify with his target audience, entrepreneurial business owners. To supplement this work, the team also wrote an
article for business owners just starting to use social media as to the specific uses and purposes of the tools they have
so to best engage and interact with their audiences.
The work the Heelprint team spanned research and practical application of values to better engage and interact with
potential customers to show them how American DBE Magazine can benefit them and their businesses.
Span of Project Fall 2014 Producer Chris Graves Team Members Amanda Mal-
loy, Becka Brown, Kaitlyn Kelly, and Sarah Holstein

Heelprint website
Heelprint identified its own need to focus on internal projects as well as those external to the agency, and one project
that emerged from that analysis was the Website team. With missing copy and dated information, Heelprint’s execu-
tive team found the website to not be reflexive of the caliber work that Heelprint is capable of providing, and as the
external image of the agency, a team was assigned to put new life into website.
Heelprint’s Director of Internal Communication, Taylor Chronis, was put in charge of this project to guide a consistent
message across the agency’s many platforms of communication. Focusing on both aesthetics and copy, Taylor and her
team dove into the driving forces behind Heelprint, identifying the professional and creative veins that run under the
student visage.
The result is a cleaner and more easily navigable website with complete information reflexive of the current and recent
projects completed by Heelprint. More images broke up the previously text-heavy pages, making the website more
aesthetically pleasing and more enjoyable to look through. By adding features such as the blog posts, the team has
opened the doors to have people see more about the people behind the agency, making this not just a business, but
also a collaboration of young minds. There is a unique and personal side of the agency that the revisions reveal while
still portraying the clean professionalism that Heelprint works to maintain. Also made more prominent were the links to
Heelprint’s social media pages, which was an important revision revealed when the Website team performed its audit.
It will continue to fall under the purview of the Director of Internal Communication to revise and maintain this progress
and to keep advancing it.
Span of Project Fall 2014 Producer Taylor Chronis Team Members Addie
McElwee, Katie McNulty, Manoj Mirchandani, and Meaghan McFarland

Heelprint brand video
As Heelprint has passed its fifth-year anniversary, the executive team thought it important to use another medium to
promote the agency both on our website and throughout the School of Journalism and Mass Communication. Upon
the suggestion of Heelprint’s faculty advisor VK Fields, a team was assembled to fulfill this need.
The creative process behind the video involved first asking the question, “who is this video serving?” Was this to be a
video for potential clients or potential employees? The consensus was that it would be to serve a dual purpose, em-
ploying a creative medium to show Heelprint’s capabilities and the extent of our services.
The script was written with this in mind, choosing the voice of a student to represent the whole population of our em-
ployees. By outlining our services and explaining our context within UNC-Chapel Hill, both potential clients and em-
ployees can see the progression that our experiences take from the classroom to real-world application.
The images chosen place Heelprint distinctly and definitively within the university setting, showing both our workers
and our campus to set an expectation of affordable excellence from a student-run agency. The production compiled
visual representations of our creative processes, showing how we work in collaborative groups to engage in and fulfill
the terms of the client.
Self-promotion and brand management was a goal of Heelprint’s over the course of the 2014-2015 academic year, and
the Video team’s production has helped to better define Heelprint as an agency.
Span of Project Fall 2014 Producer Jason Wolonick Team Members Ally
Levine, Anna Ross, and Nicole Goldfarb

client table of contents
Spring 2015
Spring 2015 Clients
Planet Mogul (17)

Tar heel beginnings
Tar Heel Beginnings is an on campus organization that works to enhance the first-year experience for students through
events held during the academic year. Tar Heel Beginnings-sponsored events include Week of Welcome and Fallfest,
both of which are well-known and well-attended events around campus, but they are not always associated with Tar
Heel Beginnings. This is where Heelprint’s services were needed. In order to connect the organization’s brand with
events held throughout the year, Tar Heel Beginnings hired Heelprint to revitalize their social media accounts and to
create three videos.
The audit of Tar Heel Beginnings’ social media prior to Heelprint’s involvement was present, but not engaging. Though
active on accounts, the client asked Heelprint to help them brainstorm ways to engage people via social media so to
interact with the first years and other followers. Through research and analysis of the people currently engaging the
Tar Heel Beginnings social media accounts, the team assembled a social media plan of other accounts to engage with,
ideas of topics to post, specific posts for Week of Welcome events, and tactics to increase followers at Tar Heel
Beginnings events throughout the year.
In addition to the social media work, Tar Heel Beginnings also asked Heelprint to create three videos for distribution
during orientation for first years and via social media. The first orientation video went through extensive concepting,
leading the team to an engaging and exciting version of moving through campus and learning about all it has to offer.
The shorter videos to be shared via social media touch on other unique parts of the first-year experience, focusing both
on learning all of the acronyms that Carolina students use as well as UNC-specific advice for starting at college.
Tar Heel Beginnings provided an expansive project to utilize all of what Heelprint has to offer, and in spite of challenges
in team and external communication, Heelprint has been able to produce quality work to the client’s expectations.
Span of Project Sping 2015 Producer Gwen Renée Smith Team Members
Morgan Trachtman, Morgan Vickers, Sofia Enamorado, and Jason Wolonick

planet mogul
As a continuation of the previous semester’s work, the Spring 2015 team had the responsibility to follow up on the
research performed by Planet Mogul’s first team. Having a complete turnover of team members provided an initial
challenge, as did the additional difficulty of communication with the client. In order to fulfill the client’s expectations,
the team looked critically at the project before them and decided what could be done to improve the Planet Mogul
brand.
As they experienced their own difficulty to understand how to use Planet Mogul’s product, the team saw an
opportunity to audit the website for improvements and to make the resources currently available more user-friendly for
potential customers and users. This process included looking at how these people could be reached and how to best
convince them that Planet Mogul is a product and concept worth investing in.
This led to the development of a newsletter explaining Planet Mogul to different audiences as the prior team had
defined. By looking critically at what would appeal to each group, the team was able to construct the best message to
appeal to the target while maintaining a consistent tone.
In trying to access Planet Mogul through the social media icons on its website, the team also realized that there was
room for improvement in how the program was reaching out online. By assembling sample posts for Twitter and
Facebook, the team has provided an example for Planet Mogul to follow in the future once the product has launched
and made its way to consumers. This social media audit accompanies a website audit, voice recorded by the team
members so to explain to the client what broken links or confusing copy on the website may inhibit potential users
from pursuing the product further.
When faced with a client that, despite frequent attempts at communication, would not respond, the second Planet
Mogul team worked with the information it had to best complete the request of the client and fulfill its obligation as a
creative communications team.
Span of Project Sping 2015 Producer Chris Graves Team Members Manoj
Mirchandani and Taylor Sweet

helping hands project
A goal of Heelprint’s 2014-2015 executive team was to work for a non-profit, bringing in a client for whom we would
work pro-bono. This client was the Helping Hand Project, an organization started at UNC-Chapel Hill by a biomedical
engineering student. The Helping Hand Project employs students to design prosthetic hands for children to be made
from a 3-D printer. As regular prosthetics are expensive and are quickly outgrown, hands made from the printer are
cheaper and able to be made from money donated by benefactors of the non-profit.
As the Helping Hand Project has already begun to receive attention, it has become necessary for the organization to
work on its branding, its social media presence and the creation of a website. It was for these three purposes that
Heelprint joined with the non-profit. The team has also written an e-newsletter for interested benefactors, thank-you
messages for donors and copy for the website.
First in creating a brand identity for the Helping Hand Project, the team concepted ideas for a logo, creating an icon
that reflects the mission and name. Having the logo in place led easily into website design, and the team selected a
template to accommodate background information for the organization, information about the people who run it, the
ability to add copy of testimonials of prosthesis recipients, and a place for people to donate to the cause. Also
accessible via the website are the newsletter and the non-profit’s social media.
Prior to Heelprint, the Helping Hand Project had a minimal social media presence. To further legitimize the work being
done, the Heelprint team members created social media sites, including Facebook, Twitter and Instagram, and created
a weekly plan for what to post and how to engage with other organizations and donors.
Heelprint is thrilled to have been able to work so thoroughly and extensively with such a deserving client, and we
look forward to seeing how the work we have been able to contribute will help the Helping Hand Project to grow and
change lives.
Span of Project Sping 2015 Producer Kate Soliman Team Members Amber
Smith, Camila Godoy, and Katie Conyers

Midway community kitchen
This semester, a Heelprint team worked with Midway Community Kitchen. This is an emerging local business that pro-
vides small businesses with an FDA-approved kitchen and restaurant space. It is currently still under construction, but it
will be located at the corner of Graham and Rosemary Street. In addition to renting out the space for small food busi-
nesses, Midway will offer cooking classes to the community from basic levels to more advanced, specialized courses.
The team was tasked with increasing brand awareness for Midway in the community by helping them become more
active on social media as well as creating a Kickstarter campaign video that would help generate funding for the
business. To accomplish this, they created several social media accounts for the business and generated content for
each platform. They also planned a compelling message for the video that would explain to the audience what effect
Midway could have on the community and encourage viewers to donate to and support the brand.
The team’s biggest challenge came down to communicating with our client and discovering her needs for the video.
Mid-semester changes in client leadership resulted in shifting expectations and while our team adopted a flexible
strategy to accommodate these changing needs, it led to inconsistent goals in the campaign, resulting in an inability to
complete a video for the client.
In order to provide Midway with a useful media package, the team responded to the confusion with a direction that we
could accomplish on our own. They developed a Guide to Publicity and Style that addressed multiple media platforms
and aided with the brand’s future growth. This guide outlined fonts and colors for the brand to use consistently that will
establish a sense of flow among the company’s communication. It also included a guide to the different social media
platforms with strategies on how to use each of them successfully. Finally, the plan included a section with proposed
events that Midway could host when they get up and running to establish a stronger connection with the community
and build lasting relationships.
While the semester did not run as fluidly as planned, the team had the real-world experience of adapting to shifting
expectations and unexpected obstacles. In spite of it all, as the project reached its end, the team was able to provide
work that met the client’s expectations.
Span of Project Sping 2015 Producer Anna Ross Team Members Ally Levine,
Jason Wolonick, and Sarah DeWeese

Three corners collective
As a continuation of the previous semester’s Flashband client, this Heelprint team was tasked with expanding the
breadth of Three Corners Collective as well as helping to develop the website. Though Three Corners Collective has
had past success with finding musicians and placing them in venues, Heelprint has been able to help them to publicize
these events and extend the brand to people outside of those already familiar with Three Corners Collective.
The process of extending the website first involved creating the brand. Beginning with logo ideation, the team
developed a brand identity for Three Corners Collective from which the website was created. Knowing extensively
what information was necessary for the website to accommodate its target audience, the team created content and
visuals for the website.
The first phase of creation was developing a home page featuring information about the organization and contact
information for reaching the team there. Added features also include a calendar for upcoming musical events, a
section dedicated to events in the upcoming week, and a section for featured artists.
A unique feature of Three Corners Collective as an organization is that it has members who join in order to perform,
and thus the team thought it important to include a membership feature on the website. It features a separate front
page from the home page of the website, including a login system for profiles, videos, links and information about the
artist. While it is important to recognize the external interest in the organization, a professional infrastructure for the
members is necessary for the internal connections that make the organization run. Accommodating these needs gives
Three Corners Collective a fuller website.
The internal and external perspectives of this project gave a holistic view of communications to the team, and having
the experience of working both sides of the organization was an exercise in tailoring messages to different audiences
within one company.
Span of Project Sping 2015 Producer James Waugh Team Members Jackie
O’Shaughnessy, Mariah Barksdale, Drew Foster, and Shelby Bass

funny girl farm
Funny Girl Farm is family-owned 110-acre farm in Durham. For more than 100 years the Crabtree and Patterson fami-
lies cleared and worked the land until in 2011, when the farm switched owners and came to be acquired by Adam and
Roz Abram – the clients. Since then, Funny Girl Farm has focused on employing technological advances in the farming
industry such as sustainable practices and season-lengthening structures. The farm’s produce includes: farm fresh eggs,
sweet potatoes, radishes, cantaloupes, kale and much, much more.
Funny Girl Farm’s current strategic communication strategy stems mostly from word-of-mouth, newsletter distribu-
tion, website traffic, and burgeoning social media accounts. As they are a fairly young organization they have not yet
reached their full communications capacities. The design team was tasked with the creation of a logo. Funny Girl Farm
needed a branding image to aid people’s recognition of their produce and give the company an air of professionalism.
They began this process by visiting their farm to get an idea of its personality. After this the team went through many,
many rounds of sketches for a potential logo. The client was not very specific about what she was looking for, which
allowed for creative freedom but also led to some false starts.
We experimented with different mediums, including marker, pencil, and digital, and ultimately settled on watercolor.
With this medium, we went through several more rounds of sketches until one caught the client’s eye. The chosen logo
is a colorful radish with lettering emanating from leaves of the painted vegetable. The client thought that it captured
the essence of the farm and was especially partial to the movement of the piece.
Difficulties with this task included a lack of direction from the client and a lack of artistic/graphic design knowledge on
the team, though ultimately both could be overcome. From this task the team gained a lot of real-world knowledge
about the delicacies that come with working for a client.
Span of Project Sping 2015 Producer Lillian Badgett Team Members Maddy
Sweitzer-Lamme, Josh Alexander, Diane Poduch, and Taylor Brookhouse

additional projects
MoveLoot (24)
WeMontage (24)

doritos crash the superbowl
As a collaborative effort to bring together a new year of Heelprint, the first project the agency approached was the
creation of an advertisement to enter into the Doritos: Crash the Superbowl Contest. Serving as a way for members to
meet as well as a way to launch the newly launched video capability that Heelprint had begun, this video started off the
year on a fun and creative note.
Through group brainstorming sessions and volunteers coming together to film and act in the spot, this project gave
Heelprint members something to rally around from the very beginning, and that was valuable to moral in the beginning
of the year. It also was open to members of the Campus Pub community, a then-new group of applicants waiting for
placement on a team, and bringing all of the Heelprint network together on a project was important to emphasize the
fun that creative work can be.
Span of Project August-October 2014 Team Members Agency wide
The Portledge School
Heelprint employee Chris Graves contracted the agency on behalf of a family friend to transform a document into a
43-page PowerPoint presentation. Though a straightforward task, this was an exercise in quickly imbibing information,
understanding it and turning around a product within a few days. It is not uncommon for clients to spontaneously ask
tasks of their agencies, and having an experience where you must devote concentrated periods of time without much
advanced notice is valuable in the process of learning about agency life.
Span of Project September 25-September 29, 2014 Team Members Kimberly
Yates, James Waugh, Chris Graves, and Bethany Boring

MoveLoot
Another short-term project afforded Heelprint with the opportunity to practice a critical aspect of agency work: pitch-
ing. MoveLoot is a furniture-moving company that is especially prevalent in areas surrounding universities. As students
often have difficulty finding ways to move furniture after the school year has ended or to a new location for the fall
semester, MoveLoot provides a solution.
Heelprint became associated with MoveLoot in the Fall 2014 semester when the executive board was contacted for
more information. As the business relationship developed, Heelprint was asked to develop a pitch for what a potential
campaign would look like, and as such a temporary team was developed for this purpose. Because of the timing in the
middle of the school year, it was not optimal to launch a furniture-moving campaign, but the experience, nevertheless,
was a valuable experience in developing ideas to compete for agency business.
Span of Project Fall 2014
Wemontage
WeMontage is a poster creation company that allows customers to submit their photos to be put in a self-stick photo
collage. These reusable posters appeal to the students because of their ability to be moved from dorm to dorm, and
it was for this target audience that Heelprint was asked to make a video and create an advertisement. After reaching
out to the agency via our social media, WeMontage and Heelprint began a collaboration that began as one video and
evolved into an additional spot because of our success with their first project. In this short-term situation, Heelprint
was able to continue to expand its brand and its repertoire of capabilities.
Span of Project March-April 2015 Team Members Jason Wolonick, James
Waugh

Sweet Potato Mousse
Though it began as a semester-long client, the Sweet Potato Mousse team had their project cut short due to
unforeseen circumstances.
The project parameters were to provide the budding food product company with social media assistance, giving
advice, examples and usable content for various sites, including Facebook, Twitter and Instagram. Additionally the
teams began to build marketing lists for connections through which to help the client gain a following and increase the
publicity of the product.
To follow, Heelprint was contracted to design a logo and brand image for the new product line. This logo was to
accompany a WordPress website for the product, including copy and custom design to appeal to potential consumers
and to provide the company with a base of online operations. The third component of the contract included video
production to promote the mousse product.
Unfortunately the client had to drop the product line due to circumstances beyond her control, and thus the team was
left without a project. Taking this as a learning experience, though we could not control the status of the product,
there could have been ways to pursue the project for the sake of creative experience for the team. In the future,
Heelprint will be more cognizant of the possibility that clients may have to drop the project suddenly. Instead of
leaving a team without the Heelprint experience, an alternative solution could be arranged so students do not also
lose the educational experience of agency work. Additionally, a solution for handling the sudden ending of monetary
agreement should be considered in the future.
Span of Project Sping 2015 Producer Davis Westbrook Team Members Emily
Gregoire, Emma Pendergraft, Sarah Scott Worth, and Tara O’Connor

Millionaires in Training
Intended to be a semester-long client, unforeseen circumstances within Heelprint’s management prevented success for
this team. Taking this as a lesson in external factors influencing work production, the inability of management to inter-
act with this team stemmed from an extended family emergency. Though a reasonable explanation, client work cannot
fall to the wayside as a result, and that lesson is the most prevalent in this scenario.
Millionaires in Training is a program for young children to begin learning the basics of business as part of their teach-
ing. VK Fields, Heelprint’s faculty advisor, owns a daycare in Greensboro, N.C. with this as its curriculum. The Heelprint
team was to begin a rebranding project, studying and analyzing the current brand awareness and taking the steps to
promote a revitalized website and logo.
In future scenarios when the unforeseen affects the ability of a Heelprint team member to work, a prepared plan for
delegating responsibilities should be in place. Preparing for all possible scenarios would prevent such a lapse as this,
and the combination of a team with all members new to Heelprint and an absent manager was the perfect storm to halt
the success of this project.
Span of Project Sping 2015 Producer JoJo Drake Team Members Alex
Clayton, Cassandra Perkins, and Jun Chou

Changes to Heelprint
Communications
Campus Pub (29)
Departments (29)
Workshops (31)

Addition of Executive Team Positions
Over its short time, Heelprint has grown significantly in number of both clients and employees. As the amount of work to be
done increases, so does the need for more staff, and to accommodate this, Heelprint added two new executive board positions:
Director of Internal Communications and Director of Recruitment.
Director of Internal Communications
By adding the Director of Internal Communications, responsibility of frequent agency-wide communications and social media
updates was removed from the CEO and COO and designated to a specific voice from whom all updates would come. Internal
Communication is vital to the success of any organization, and as the dynamics become more complicated with increasing
numbers of people and clients, clear, concise and timely information is essential to the agency’s success. Over the course of the
Fall 2014 semester, the Director of Internal Communications was also given the responsibility to lead the Internal: Website team
so to direct the voice of Heelprint’s online presence in the manner that all other agency communication is
conducted.
Because of the newness of these responsibilities and some of the communiqués that fell between the cracks, a social media
assistant was designated for the Spring 2015 semester. Frequent postings can be a time commitment, and to allow the Director
of Internal Communications more time to dedicate to other messages, the social media assistant was charged with updating
Heelprint’s social media accounts with agency events, relevant articles and relevant information.
Director of Recruitment
Growth within the agency’s employees became a significant factor in the fall and spring semesters, and to organize and recruit
these new members, Heelprint needed a Director of Recruitment. By helping to organize interest sessions and orientations, the
Director of Recruitment became an integral part of the team, managing the incoming members while the CEO and COO focused
on the changes surrounding the existing infrastructure of Heelprint. The position is necessary to continue to analyze the way
that the agency is perceived by external stakeholders, and having a critical insight as to how to improve the agency is vital to its
success.

Additions of heelprint Structure
Campus Pub
The Fall 2014 semester played host to an experiment within Heelprint called Campus Pub. The concept surrounding Campus Pub
was providing a networking event between student workers and short-term on-campus projects so that people could be matched
with projects. Any people who applied to Heelprint and were not selected for a team were placed in Campus Pub, which still
would provide them with opportunities to gain experience as clients needed the agency’s creative expertise.
Campus Pub helped to expand Heelprint’s numbers as more people wanted to be involved with the student-run agency with few
spaces available for team members. As spontaneous projects arose, someone from the Campus Pub network would be contacted
to complete a project for a client, be it a logo, a flyer, or a press release. The quick collaboration would also show Heelprint who
was committed enough to the creative process to perhaps be given a spot on the next available team.
Though Campus Pub was not continued for the Spring 2015 semester, it helped expand the Heelprint brand and put the agency’s
name over campus. It also helped to spawn the infrastructural changes within Heelprint in the next semester.
Departments
In the Spring 2015 semester, Heelprint launched another change to its internal collaborative structure in the form of departments.
As smaller, short-term projects were coming to Heelprint, the need for a system to access people with certain skillsets became
apparent, and as such, the departments were developed.
Few projects that come across Heelprint’s desk ask for one specialized skillset; most projects combine public relations with a
graphic element, or video production with an advertising twist. To best accommodate those needs when putting together a client
team, the department infrastructure allowed the executive team to pick and choose specific people for various aspects of one
project, tailoring the team members to fit the exact parameters of the project.
Heelprint’s departments are public relations, strategy, social media, graphic design, web development and video production.
Applicants are asked to indicate their skill level and interest in the categories of their choice, and as such we place them in the de-
partment so to gain insight and experience in realms that they have an interest in learning. Though there have still been some rifts
in the implementation of these departments, Heelprint is evolving with its members and clients to best suit the needs of both.

Additions of heelprint workshops
Workshops
Once an employee is extended an offer to work at Heelprint, there is a steep learning curve to figuring out how exactly to ap-
proach a project strategically and not be overwhelmed to the point of losing one’s creativity. To help students frame their thinking
and reenergize their enthusiasm, Heelprint has begun hosting workshops with specific purposes to instruct employees how to best
utilize the skills they are learning as employees of Heelprint.
Creative Workshop
The Creative Workshop is an event led by Heelprint’s Creative Director. It is an opportunity to answer questions about design,
branding, and Heelprint’s standards for digital work. The creative aspect of ideation can be intimidating to students, especially
those who are new to the idea. By holding the Creative Workshop, employees can approach the Creative Director to be given
ideas and instructions on how to better frame their thinking about a project and to generate new ideas. In the rush to complete a
project by a deadline, sometimes the creative element can fall to the wayside. The purpose of the Creative Workshop is to get the
creativity back on track to produce the finest work possible for the client and to teach employees some tips and tricks along the
way.
Resume Workshop
Though this year it was unfortunately snowed out, Heelprint planned a workshop with VK Fields to discuss how to use Heelprint to
your professional advantage in job interviews and networking events. Students are afforded a great opportunity by working with
clients, but unless these employees can reflect on the experience and draw out what was taught and what was learned outside of
the physical deliverables, they are not using Heelprint’s name to its full benefit. VK’s Resume Workshop is designed to help stu-
dents frame their thinking about the experience and to let the resume description say the most about Heelprint as it possibly can.

Examples of creative

Flyers for heelprint events

table of contents
MoveLoot (24)
WeMontage (24)
Campus Pub (29)
Departments (29)
Workshops (31)
Heelprint’s Creative
Examples of Creative (32)
Table of Contents
Introductory Letter (2)
Executive Team (3-4)
2014-2015 Heelprint Employees (5-8)
Fall 2014 Clients
External Clients
Planet Mogul (10)
Flashband (11)
Internal Clients
Spring 2015 Clients
Planet Mogul (17)

Heelprint 2014-2015

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