HOW TO MANAGE A

MEDIA CAMPAIGN

K Y L E LO F F R E D O

MY INTERNSHIPMy internship was lead by the owners of Brownstone and Powder Ridge Park, Sean and Laura Hayes. Together we strategizing new copy and visuals, mainly done through Microsoft Word, Adobe Illustrator, Photoshop and InDesign. I have been brainstorming with them through email, in meeting, and over the phone about possible PR strategies. They have asked me specifically to help expand their company’s reach, through tourist and social media websites.

Powder Ridge Mountain Park & Resortwww.powderridgepark.com

WHAT PERSONAL QUALITIES OR ABILITIES ARE IMPORTANT FOR SUCCESS?

Be flexible, yet set personal boundaries: Since I work in a small group or by myself, you are often asked to take on responsibilities that are not in your job description. While it’s important for you to be able to roll with the punches and be a team player, you also have to learn to set personal boundaries and when to say “this is too much”.

Communicate on an individual level: In this field you will encounter a huge array of personalities. You have to learn your client’s unique communication and work styles in order to build successful relationships.

UNDERSTANDING YOUR CLIENTSGOALS?

Understand previous company goals, demographics and, what your target audience will be, in order to properly understand and contribute to, company analytics. Make sure to ask probing questions on proper procedure and requirements for completing your media campaign.

During my Internship, I utilized Adobe Photoshop, Illustrator, InDesign and Microsoft Suite to complete any needed graphics for my campaigns. Creative Cloud is a bundle with great software that gives users the tools to create many types of media. When designing advertising materials, make note of past themes, fonts, graphics and colors, used in past campaigns. Try to gain an understanding of these prior to your first project.

Research your clients media presence. (Facebook, Twitter, Instagram, Pinterest). Notice how they are interacting with their customers and fans and conveying planned messaging. For my media campaign with Powder Ridge Mountain Park and Resort, I chose traditional Media, utilizing modern media to enhance the overall presentation. I made my decision based on prior research on Powder Ridge Ad’s and because of Powder Ridge’s already well established media presence.

Choosing a Platform and Research

Example: PR Experience AdCreated With: Adobe InDesign, Photoshop, Illustrator

Traditional V.S. Modern Media, Both Traditional – Newspaper, Television, Radio, Billboard. Modern – Internet, Urban advertising, Covert advertising, etc.

PR TRADITIONAL MEDIA AD’S

Created in support of Powder Ridge’s Annual Pond Slush Event

Created in support of Powder Ridge’s new instructional ski and snowboard school.

Full size examples: https://www.behance.net/KyleLoffredo

PROPERLY UTILIZING ANALYTICSIn many ways your client is trying to enrich the community through their product or services. Your client has recognized a demand in their community, they want to create a difference through their brand. Understanding analytics help fuel a company like Powder Ridge through an accurate insight on their customers. More importantly proper analytics will help find and promote, to customers that would have been missed and/or overlooked. Specifically, this will help Powder Ridge and Brownstone maintain their customer base, as well as, reach new customers during the long five - six month off-season both parks inevitably experience.

When working with Powder Ridge I would be developing designs to meet seasonal advertisement demands while utilizing company analytics, on how our customers are interacting with our advertising efforts. This is mainly done through our tourism website’s or on social media. On the creative side I could be formatting promotional materials in Photoshop and planning photo-shoot schedules for different assets of Powder Ridge.

REACHING YOUR TARGET AUDIENCE

Example: Brownstone 2015 Advent Calendar

The Brown Stone event list (listed below) will be distributed and featured on CtCalendar.com, CTvisit.com, CenterofCt.com. It is submitted every year, I am expecting the event list to project farther this year then last years reach. In previous postings’ Powder Ridge’s reach in Social Media views has been, 6056 English (US), 88 English (UK), 29 Spanish. Powder Ridges views in location, 6,143 US, 540 Middletown CT, 274 Wallingford Ct, 267 Meriden CT, 256 Hartford CT. I used these demographics while executing the design and promotions for Powder Ridge and Brownstone advertisements.

SOCIAL MEDIABoth facilities have a reasonably high volume of followers to utilize. Powder Ridge is a park that recently opened last year, I was surprised by the amount of attention they have attracted for such a new company. I believe most of the attention is local Middletown, Wallingford, Meriden, Hartford because their websites and email lists are alerting guests of future cancelations and changing weather, as soon as possible. It makes it easy for people to keep up to date through their Facebook or Twitter accounts. Social Media is a major platform for Powder Ridge and countless others because it is very cheap to advertise on. This does have major disadvantages as well because it is a free platform but; Powder Ridge and Brownstone have both established a noticeable media presence.

www.facebook.com/powderridgeparkwww.facebook.com/brownstonepark

Brownstone Clam Bake – 4 – 6 p.m. Saturday Sept. 5th

Enjoy New England Lobsters, Fresh Steamers, and Shallots with garlic broth. Let us help your summer come to a memorable end with grilled lemon – thyme chicken, our Local Farmers Market native corn on the cob, red bliss potatoes and fresh fruit for dessert. Including, Ice tea & Lemonade for refreshments, $49.95 reservations required. 50% off park passes when purchased with Clam Bake.  

Excerpt from : 2015 Brownstone Event Calendar

5th Annual Cannonball Competition – Sat. 12 p.m. Geronimo!! Compete to create your hugest wave, in your silliest costumes at Brownstones 5th Annual Cannonball Competition. Prizes will be awarded for, The Biggest Splash, Most Style & Best Costume. This year you can test the newest GoPro gear while Live Action Wakeboarding, Cliff jumping & Our New GoPole Zip lining.

September 13th – Brownstone Park’s Guts & Glory Quarry Challenge. Its time to sign up and start training for the Guts & Glory Quarry Challenge! Compete to complete our 3k run and battle through our point-to-point Guts & Glory challenge course. Participants can contend solo or on a team of your closest allies. Benefits go to Special Olympics of Connecticut.

OBJECTIVITY VS. CREATIVITYWhen determining your role and what you will contribute to your media campaign remember, your skills and opinion matter to your client. Utilize your best attributes when working toward your Campaigns overall goal. I utilize my skill in writing copy and graphics, as well as, helping to benefit current trending social media platforms.

*Clients will give you the flexibility to be creative; this can be a good opportunity to show off.

For example I was asked to complete a write up explaining the dinning experience guests will receive when choosing Weddings at the Ridge. I saw a great opportunity for a Q & A on Chef Kevin Cottle, former Hells Kitchen contestant. In this interview I made sure to channel information that highlights Kevin and the dining experience guests will receive. As a result Sean and Laura loved my initiative and originality. It was quick and easy to create, and gives customers a clearer insight on their important wedding decisionsExample: Weddings at Powder Ridge Interview

Former Hells Kitchen Contestant, Chef Kevin Cottle

EXAMPLES FROM Q&A WITH CHEF KEVIN COTTLE : What is one accomplishment are you most proud

of in your career this far?

I had a lot of growing and learning along the way I can’t say any one was more than the other but some high lights are cooking  the Annual “Soft Shell Crab Extravaganza” to a jam packed crowd at the James Beard House in NYC. Also another was cooking my interpretation of a “New England Summer Dinner” to  a rather large crowd at the Culinary Vegetable Institute in Huron Ohio. My current project however will bring together all my experiences to date. I am extremely enthused about creating two long standing dreams of mine in one location. Sean Hayes and the team of Investors at Powder Ridge are behind the launching of my American Tavern vison (Ridgeside Tavern) as well as an Upscale contemporary restaurant (Fire at The Ridge).

*Unedited responses

: What inspired you to become a chef?I had my 1st job as a dishwasher so I could get a dirt bike. So I guess you could say that a dirt bike was the reason I chose culinary arts… In my first job at 14 I liked the ciaos that was going on in the kitchen. It was a mom and pop nice place in my home town of Plymouth Massachusetts. It was called Daffodils and had colonial style food. It had old maple booths and pewters plates and stuff along the walls typical old new England charm. I liked watching the single chef push out all the food alone and thought wow that guy is really good at his job.

: What is one accomplishment you are most proud of in your career this far?

I have had a lot of growing and learning along the way, just like every good chef should. I would have to say cooking at James Beard house in New York City, for the annual Soft Shell Crab Extravaganza to one jam-packed crowd. Another was cooking my interpretation of a “New England Summer Dinner”, at the Culinary Vegetable institute in Huron, Ohio. I am extremely enthused about creating two dreams of mine in one location. My American tavern vision, Ridgeside Tavern and, a more up-scale dining experience with, Fire at the Ridge.

:Be prepared to make revisions to interviews. Remember the interviewee in most cases, is not going to have experience writing copy. It is up to you to edit and help them deliver their message and information, while still maintaining the speakers voice.

*Edited responses

: What inspired you to become a chef? 

I got my first job washing dishes at a small colonial style restaurant, called Daffodils in Plymouth, Massachusetts. It had old maple booths, pewter plates and souvenirs along the walls, to instill the New England charm. I was 14 when I started as a dishwasher to save up for a dirt bike I had my eye on. I loved the chaos in the kitchen and reveled in the ability of the single chef pushing out all the food alone. I remember thinking, “wow that guy is really good at his job”.

EXAMPLES FROM Q&A WITH CHEF KEVIN COTTLE