The document summarizes the student's work and experiences in various advertising courses at Howard University over four years. It includes samples of work completed for classes in copywriting, media planning, research, and campaigns. The student developed campaigns for organizations like Nissan, Malaria No More, and the National Black Chamber of Commerce. After graduation, the student will participate in a media sales program and is in discussions with the Minnesota Vikings for a media relations role.

3. Upon my arrival to Howard University four years ago, I knew very little about
advertising. I was excited and anxious to learn about an industry that had the
ability to influence millions of people with an image or phrase. Throughout
this semester, I have been privileged to work with experienced and talented
professors that have influenced and challenged me to eventually become a
young, black professional in this fast-paced and ever-changing environment.
This portfolio includes samples of my work in various advertising classes, a
cover letter to a current job offer, a resume, and a new advertising concept
designed for the incoming class of 2017.

4. In spring of 2011, I completed Advertising Copy and Design with Professor Johanna Jenkins
and learned how to create more effective concepts for all media through the text and
design of an advertisement that aims at catching and holding the interest of a prospective
buyer. I was able to work on a campaign titled “wHU’s Unplugged,” a call to action campaign
that attempted to persuade the students of Howard University to go one day without
headphone in attempts to get them reconnected with their fellow peers. Through guerilla
marketing and eye-catching advertisements, my team was able to successfully get the
message across to many students. I also was given the privilege to work on a joint venture
advertisement for the nonprofit organization Malaria No More in conjunction with the
popular social network Twitter. Through the advertisement, I was able to spread the word
about World Malaria Day and help raise money for the popular foundation.

7. During fall 2011, I completed Media Planning and Buying with Professor Sheryl Oliver and
learned about the task of a media agency, as well as finding the most appropriate media
platforms for a client's brand or product. The job of media planning involves several areas of
expertise that media planner use to determine what the best combination of media is to
achieve the given marketing campaign objectives. I was able to work on a Nissan campaign
in which the overall goal was to increase the company’s multicultural demographic by 15
percent. My team and I put together a media plans book that gave a situation and
competitive analysis, showed the media habits of our target audience and gave an in-depth
analysis of the key demographic, as well as showcased our objectives, strategies, and tactics
for Nissan. With an advertising schedule, budget allocation, and evaluation in place, we
were able to successfully deliver the overall idea to the client.

11. In spring of 2012, I completed Advertising Research and Marketing with Professor
Christal Johnson and learned specialized forms of marketing research that are
conducted to improve the efficiency of advertising. I was able to continue working on
the Nissan campaign and did in-depth research primarily on the target audience. My
team and I created a problem statement, research objectives and strategies, a research
methodology, and a survey to narrow down and comprehend the selected
demographic. At the end of the semester, we were able to come to a better
understanding of who this group of people was and how we could market to them more
efficiently. I have included the situation analysis, the research methodology, and an
example of the survey that was used to target our demographic.

14. In Fall 2012, I completed Advertising Campaigns with Professor Christal
Johnson and learned how to create messages that share a single idea and
theme that will be shared among different medias during a specific time
frame. My team and I worked with the National Black Chamber of
Commerce and assisted them with a campaign that would advertise the
Pan African Entrepreneurs Conference. We determined a campaign theme
and set the tone for the individual advertisements and other forms of
marketing communications that were used. We decided among
promotional events and activities and developed a marketing mix for the
client. The campaign that we created looked to increase the overall
awareness of the conference and gain new members. I have included an
example of the situation analysis, part of the survey used to target our
demographics media habits, as well as the SWOT analysis.

16. SWOT Analysis:
WEAKNESSES
STRENGTHS
1. No female speakers at the
1. Affluent speakers like Prosper Adabla
conference, to appeal to women of
(CEO of New-Capital Holdings) and
the Black Diaspora.
Robert Abbede (President & CEO-
Chester Engineers) who will provide a 2. No corporate sponsor to
voice for PAEC. support the vision of the PAEC
2. PAEC offers networking opportunities 3. Lack of sufficient staff to support
and policy reform information advancing media efforts
beneficial to entrepreneurs
THREATS
3. PAEC has a social and technological
presence through social media sites 1. States such as Wisconsin and Arizona
have their own entrepreneurship
OPPORTUNITIES networks that create competition for
the PAEC
1. Increasing social media activity will
increase awareness of the PAEC 2. Black Enterprise offers an annual
conference with a similar vision that
2. Partnering with various corporate incorporates a more extensive agenda
and government sponsors will than the PAEC
provide funding in order to expand
the budget for advertising. 3. Global Entrepreneurship week (this
needs to be mentioned in competition
3. Partnership with other section) takes place during the same
entrepreneurship based time as the PAEC, which can divert
organizations who share the vision of potential registrants.
the PAEC

17. This semester, I am currently completing CapComm, a senior exit course that
allows me to utilize all of the lessons I have learned in regards to advertising during
my four years at Howard University. My team and I have been given the
opportunity to work with Hazel Trice Edney, the creator of Trice Edney Wire, a
popular black online news source. She looks to update her website, increase
subscribers, and become more involved and active on social networking sites. I
have drafted tweets for her Twitter page as well as given her materials to update
her LinkedIn page for interested viewers. I have included some of the deliverables
given to the client during this semester.

18. Twitter Posts:
1.Howard University President Ribeau Lists ‘Sacrifices’ to Keep Up With Operating
Cost (insert website link)
2.The Student Perspective on Jobs in America (insert website link)
3.Black Enrollment at HBCU’s nearly 82 percent (insert website link)
4.Reading Level Affects Minority Graduation (insert website link)
5.Miss Black USA Pageant to Celebrate Leadership, Diversity, Education, and
Talent (insert website link)
6.Rosa Parks Statue to be 1st Black Women on Capitol Hill. (insert Rosa Parks
photo) (insert website link)
7.Proactive, Empowering, Unapologetically Black. triceedneywire.com
8.Do you want a news site that provides you with nationally focused and Black-
oriented news stories? Check out triceedneywire.com
9.Visit Trice Edney News Wire on LinkedIn for more up-to-date news and
information
10.To receive your most up-to-date reports, visit triceedneywire.com for
nationally focused and black-oriented news to media outlets around the nation.

19. LinkedIn Posts:
1.Subscribe to Trice Edney Wire News Source: Subscribe to the Trice
Edney News Wire at triceedneywire.com. Membership allows
subscribers to stay informed on the most current news and information
on nationally focused and Black-oriented topics.
2.Allow B2B: Are you looking to share your written work? Visit
triceedneywire.com and click on the “Book Page” for a chance to get
your fictional or non-fictional writing on triceedneywire.com with other
prominent African-American writers.
3. Job Opportunities: As a news source, we are always looking for new
ideas and stories, as well as journalist to share them. If you think you
have what it takes to become the next leading journalist for Trice Edney
News Source, please contact us. (Provide email address and request for
resume/references/writing samples/etc.)

20. From 1867 until today, Howard University has
experienced immense changes within each
decade. As students of such a historic
university, we strive to modernize the campus
while continuing on the legacy that has made this
institute as prestigious as it is today. In my four
years, and with the acceptance of each incoming
class, I have witnessed the progression of the
university grounds. As future alumni, we hope to
see the place we have called home for so long
only get better with time; which is only possible if
we all work together. Progression 1867 is a
possible call-to-action campaign that allows
past, present, and future students of Howard
University to come together as a whole and uplift
and promote the high scholastic and communal
standards that this school was built on.

21. After graduation this May, I am excited to begin my journey within the
advertising industry. I have been selected to participate in the NABEF
Media Sales Institute at Howard University and I am currently in talks
with the Minnesota Vikings for a media relations position. Despite
where I may end up, I will always have the education and life-lessons
given to me at Howard University at the fore-front of everything that I
do and I can only give the highest praise to the School of
Communications for guiding me down this path towards success.

22. Brianna PetersonI2251 Sherman Ave NWI Washington, D.C.I612.710.4044.Ibrianna.n.peterson@gmail.com
March 20th, 2013
Kevin Warren
Chief Operating Officer
Minnesota Vikings
9520 Viking Drive
Eden Prairie, Minnesota, 55334
Dear Mr. Warren,
Your advertisement for a Social Media Relations assistant fits my qualifications perfectly, and I am writing to
express my interest in and enthusiasm for this particular position.
After completing an Advertising degree from Howard University in May, I was accepted to the National
Association of Broadcasters Education Foundation’s Media Sales Institute, where I was given the advantage
for a promising career in the media industry.
Not only am I familiar in media sales and advertising, but have spent four years working for one of the most
popular radio stations in the Washington DC metropolitan area-making me well-versed in several different
aspects of communications.
Course highlights include: leadership in an organizational setting, knowledge concerning trends in the
advertising industry, and technology in the advertising settings.
Based on your description for the ideal candidate: I also offer:
A solid education foundation in advertising sales, media planning and buying, research and
marketing, public relations, advertising campaigns, and social media aspects.
A proven ability to build relationships with individuals from all cultural and socioeconomic
backgrounds.
A track record of excellent performances as an intern with other prominent companies.
Proficiency in several social media networks that would benefit this company and target its
demographics.
If you agree that my services would be valuable to the Minnesota Vikings franchise, I would very much like to
meet with you to learn more about your needs in this particular position. Please feel free to call me at (612)
710-4044 or email at brianna.n.peterson@gmail.com.
Thank you for your time and review of the enclosed resume, and I looked forward to speaking with you.
Sincerely,
Brianna Peterson

23. BRIANNA N. PETERSON
2251 Sherman Ave. NW
Washington, DC 20001
(612) 710-4044
brianna.n.peterson@gmail.com
OBJECTIVE: To obtain and secure position with this particular company.
EDUCATION:
2009-2013 Howard University, John H. Johnson School of Communications, Washington, DC
Major: Advertising Journalism
GPA: 3.34
Expected Graduation Date: May 2013
Related Courses: Writing for the Media; Introduction to Advertising; Advertising
Sales; Advertising Copywriting and Design; Media Planning and Buying;
Advertising Research and Marketing; Advertising Campaigns
2008-2009 Eagan High School, Minneapolis, Minnesota
2006-2008 Academy of Holy Angels, Minneapolis, Minnesota
EXPERIENCE:
09/2009-Present WHUR World 96.3 Radio Station, Washington, DC 20059
Administrative Intern
 Transcribed interviews of celebrity guests
 Ripped music for air time on this #1 rated commercial radio station
 Assisted with Trend Reports in Advertising Sales office
08/2012-Present NZO Hair Studio, Washington, DC 20009
Creative Intern
 Write press releases for upcoming campaign
 Research possible cliental for target demographic
 Compile listings of possible advertising locations
06/2012-08/2012 Timelink LTD
Administrative Intern
 Assisted in creating and reviewing plan books
 Assisted with presentation for buyers (Target, Walmart, and Kmart)
 Reviewed information on several products
08/2012-Present City Sports, Washington, DC 20009
Sales Associate
 Stocked merchandise and assisted with inventory
 Assisted customers with product selection, location and purchase
 Maintained a neat and environmentally safe store
AWARDS/ACTIVITIES:
Howard University’s Glasshouse Radio Host 2012-2013
Howard University Victoria Secret PINK Representative 2012-2013
Howard University’s Trustee Scholarship Recipient 2011-2012
Howard University’s Dean’s List 2010-2012
Secretary, American Advertising Federation (Howard University Chapter) 2011-2013
Member, Lambda Pi Eta National Communication Honors Society 2011-2013
Member, Howard University Student Ambassadors 2009-2013
Member, Minnesota Club of Howard University 2009-2013
Member, Students Advocating for Youth 2009-2013
References: Available Upon Request.