Michelle Shapiro

Table of Contents:

Writing Resume………………..……2 Blog Post……………….….. 3 Selected post from my blog, To the Journey Memo……………….…….. 5 Memo to a VP of Marketing for my New Media and PR class Creative Brief…………..… 6 One section of my comprehensive debrief for Sociedad Latina, my client when I was an account planner for AdLab Op-Ed……………………… 7 Opinion piece targeted to a national newspaper for my Writing for Communication class News Release……………. 9 News release for Big Sister Association of Greater Boston, where I interned in marketing and communications

Design MSPCC Flyers……………. 11 Flyers for the Massachusetts Society for the Prevention of Cruelty to Children, where I interned in public relations Darfur Coalition Flyers…. 14 Flyers for the Boston University Darfur Coalition, a student organization of which I was president Advertisements…………. 16 A selection of print, billboard and Internet ads I made in my Advertising Copy & Design and Design & New Media classes

Michelle Shapiro 131 Robin Road West Hartford, CT, 06119 860-490-1202 mshapiro23@gmail.com

Twitter: @michelleshapiro Blog: http://tothejourney.wordpress.com EXPERIENCE Massachusetts Society for the Prevention of Cruelty to Children Boston, MA

Public Relations/Marketing Intern January – April 2010 Performed general PR duties: building media list, compiling daily news email, updating clip book Developed and monitored MSPCC’s social media presences on Twitter, Facebook and YouTube Created flyers and print advertisements to promote MSPCC and its events

Attention (Social Media Marketing Agency) New York, NY

Intern June – August 2009 Secured placements in blogs by composing and sending email pitches Compiled numerous themed blog lists

Whybin/TBWA Sydney, Australia Account Planning Intern March – April 2009

Conducted and presented research on various industries and consumers Assisted digital and brand activations departments with creative and promotions projects

AdLab Boston, MA Account Planner September – December 2008

Conducted primary and secondary research Composed planning proposal, creative brief and comprehensive debrief

STETrevisions (Marketing and Communications Consultancy) Boston, MA Intern July – September 2008

Promoted client on the Internet through blogs and social media Conducted research for client’s upcoming book

Big Sister Association of Greater Boston Boston, MA

Marketing and Communications Intern June – August 2008 Wrote stories about Big and Little Sister matches for website and collateral Wrote press releases EDUCATION Boston University College of Communication Boston, MA Bachelor of Science in Communication Expected May 2010 Concentration in Advertising Current GPA: 3.61/4.0 Liberal Arts Concentration in Spanish Magna Cum Laude Sydney Internship Program Sydney, Australia Studies in Advertising January – April 2009 ACTIVITIES

SKILLS Computer: Knowledge of PC and Macintosh formats: Word, Excel, Powerpoint; Experience with

Adobe Creative Suite, Final Cut Pro, Radian6, Vocus, MRI and Mintel Language: Strong knowledge of Spanish

AdClub, Vice President of Social Media (Fall ’09 – Spring ‘10) BU Darfur Coalition, President (Spring ’08 – Fall ’08) Champions community service group, Vice President (Fall ’08) BUTV’s “Bay State,” Writer (Spring ‘07 – Spring ‘08)

Michelle  Shapiro  CM443  

1/26/10    

Memo  to  VP  of  Marketing  at  Quigley  Bank    

  When  a  new  medium  of  communication  comes  out,  its  benefits  are  not  always  

immediately  recognizable.  Surely  the  first  newspapers  confused  people  who  were  used  to  

gathering  information  by  talking  to  neighbors,  just  as  the  first  blogs  confused  people  who  

were  used  to  gathering  information  from  newspapers  and  television.    However,  blogs  have  

now  proved  themselves  to  be  not  only  valuable  but  also  essential  sources  of  information.    

To  stay  competitive,  Quigley  Bank  must  start  paying  serious  attention  to  blogs.  

  Contrary  to  popular  belief,  bloggers  are  not  all  high  school  dropouts  spending  their  

days  on  the  computer  in  their  parents’  basement.  Almost  half  of  the  bloggers  surveyed  in  

Technorati’s  2009  State  of  the  Blogosphere  Report  have  graduate  degrees,  and  most  have  a  

household  income  of  $75,000  or  higher.  Many  blogs  can  be  trusted  news  sources  because  

35  percent  of  bloggers  have  work  experience  in  traditional  media,  and  27  percent  of  

bloggers  currently  hold  jobs  in  traditional  media.    

  Professional  blogging  is  growing,  while  “Hobbyist”  or  personal  blogging  is  shrinking.  

These  professional  bloggers  are  writing  more  because  “they  enjoy  interacting  with  the  

audience  they’ve  found.”  Direct  and  immediate  interaction  sets  blogging  apart  from  the  

other  more  traditional  media.  Since  blogs  simulate  one-­‐on-­‐one,  personal  conversation,  they  

are  also  very  influential.  Even  national  elections,  like  the  one  in  Iran  last  year,  are  shaped  

by  blogs.  To  follow  trends,  stay  in  touch  with  consumers,  and  keep  up  with  important  news,  

following  blogs  is  a  necessity  that  Quigley  Bank  cannot  afford  to  ignore.    

13

Creative Brief: What is the purpose of this communications effort? Sociedad Latina, a community organization dedicated to cultivating the next generation of leaders from Mission Hill and Roxbury youth, hosts a broad array of programs that promote community leadership, civic engagement, meaningful employment, education, cultural identity and pride, and the continuation of traditions. Some of these programs are only for youth, but many engage the whole family. AdLab needs to increase awareness of and interest in these events. Who are we talking to, and what is their mindset? The campaign is targeted at youth between 10-18 years old from Mission Hill and Roxbury neighborhoods and their parents. These families are often poor or in the lower middle class. The youth are heavily influenced by friends and peers, and often only participate in programs or activities if others deem them “cool.” The parents tend to lead hectic lives in which they work long hours and take care of their families. They are presumably interested in Sociedad Latina programming, but they do not have time to seek out information about the programs. What problem, need, or desire does this communication effort need to address? Both the youth and the adults in the target audience have a lot on their minds, so Sociedad Latina needs to stress the importance of its community programs and events, which will improve the overall wellbeing of the family unit. The youth and their parents should be excited about participating in Sociedad Latina events because of the positive impact the programs will have on their lives. What is the single, essential point the audience is supposed to take away from the communication? Sociedad Latina’s programs and events are fun, exciting, and imperative for the health and growth of one’s family.

What makes this believable? Sociedad Latina has an excellent reputation in the Mission Hill and Roxbury neighborhoods as a premiere organization for youth and family development and support. In addition, Sociedad Latina is the only local Latino youth leadership organization.

What is the desired personality of the brand? Sociedad Latina is a combination of the caring, doting grandmother who protects her family and shares her wisdom, and the hip older sibling who knows all the latest trends. This organization is family-oriented, kindhearted and inviting, as well as fresh, vibrant, and full of life. Most of all, Sociedad Latina embodies the warm, sociable and uninhibited Latino culture.

What are the executional considerations? • Internet advertising may be effective for youth because youth, unlike their parents, are

active Internet users. • Guerilla marketing may be effective because, among the target audience, information

is often spread by word-of-mouth. • Magazines are the prime media for advertising to the target audience.

1

Michelle Shapiro 4/23/2008

Taking Responsibility in Darfur

The U.S. declared the conflict in Darfur, Sudan, genocide in 2004. Since then, Congress

has commendably passed numerous laws promoting the ending of the violence and the safety of

Darfuri victims. While the U.S. has supported Darfur more actively than other countries, it

recently declined to help in a crucial project – providing helicopters for the newly formed United

Nations-African Union Mission in Darfur (UNAMID).

The conflict in Darfur started in 2003 when the non-Arab Darfuris, complaining of

economic neglect, rose up against the Arab Sudanese government. In response, the government

armed a militia called the Janjaweed, which burned down most of the villages in Darfur, killing at

least 400,000 Darfuri civilians and forcing another 2.5 million into internally displaced person

(IDP) camps in Darfur and refugee camps in neighboring Chad.

On Dec. 31, 2007, the UNAMID officially took over the peacekeeping mission in Darfur.

Previously, only 7,000 peacekeepers were patrolling Darfur, a region the size of Texas. The new

force is supposed to reach 26,000, though the Sudanese government continues to fight against the

addition of troops. The UNAMID aims to restore political stability in Darfur, to ensure the safety

of the Darfuri people, and to provide humanitarian support, according to the UN’s UNAMID

website.

The overcrowded IDP and refugee camps are teeming with disease and lacking in the

survival necessities: food, water and shelter. To bring aid workers and supplies to the camps, the

UNAMID needs adequate transportation. Of the 24 helicopters requested by the UNAMID, 18

are transport helicopters, according to a Save Darfur Coalition report. The speed of air travel as

opposed to traveling on Darfur’s hostile terrain makes helicopters ideal.

In addition to providing transportation, helicopters can prevent violence. A recent article

in the Sudan Tribune says helicopters could have prevented the January 7th attack on

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peacekeepers by Sudanese military forces because aircraft demonstrate the potential for

retaliation. Knowing that the peacekeepers have no effective method of fighting back, the

Sudanese government has no reason not to attack. On the other hand, Sudanese attacks would

subside if peacekeepers possessed the six attack helicopters requested by the UNAMID.

The Save Darfur Coalition report lists 18 countries, including the United States, Canada,

and the United Kingdom, that have the means to provide the needed helicopters. To acquire the

helicopters, UN Secretary General Ban Ki-moon sent a letter to members of the UN Security

Council and even personally contacted potential contributors, but he received no response.

U.S. officials claim that all U.S. helicopters are currently in use in Iraq, in Afghanistan,

and for training purposes; however, the notion that the U.S. cannot spare even one helicopter is

unreasonable. Since declaring genocide in Darfur, the U.S. has had a moral responsibility to stop

the killing. Some sacrifices will be necessary to accomplish this feat, but lending a few

helicopters can barely be considered one of them. U.S. officials also cite Sudan’s hostility toward

Western involvement as a deterrent to contributing helicopters. While Sudan might not accept

U.S. helicopters, pure speculation of Sudan’s response is an unacceptable excuse.

As the excuses multiply, the countries refusing to contribute helicopters are stealing the

focus from the Sudanese government, thus helping the government in its mission to terminate the

UNAMID and continue to commit genocide. For example, while the Save Darfur Coalition could

be directing attention to alleged Janjaweed leader Musa Hilal’s recent promotion to a senior

government position, the organization is instead forced to concentrate on its new campaign called

“Find Helicopters for Darfur.”

The U.S. needs to be part of the solution, not part of the problem. Even if the U.S. offers

none of its own helicopters, the power of its diplomatic resources can convince other countries to

contribute. Either option will suffice, but action is urgent. With each day of passivity, another

village is burned, another husband is shot, another daughter is raped.

Big Sister Association of Greater Boston

Exclusively serving girls since 1951

161 Massachusetts Avenue Boston, MA 02115-3050

Tel: 617.236.8060 617.236.8075

bigsister@bigsister.org www.bigsister.org

Contact: Maren Johnson 617.236.8079

mjohnson@bigsister.org FOR IMMEDIATE RELEASE July 8, 2008

BIG SISTER ASSOCIATION LENDS GENDER-SPECIFIC EXPERTISE TO CAMP HARBOR VIEW

BOSTON— A new partnership between Big Sister Association of Greater Boston and Camp Harbor View will

create a safe space for girls to openly explore the choices and challenges they face in their lives. Big Sister will run

three programs at the camp this summer—Life Choices, Girls Leadership Project, and Big for a Day—beginning July

7, each one targeting a different age group, to reach approximately 300 girls by the end of the summer.

The partnership between Big Sister and Camp Harbor View is the result of support garnered from Jack Connors,

Camp Harbor View’s founder, who will also be co-chairing Big Sister’s largest annual fundraiser, Big in Boston,

this November. Connors believes that Big Sister’s expertise in gender-specific mentoring will add value to the

camp’s focus of building confidence and leadership skills in children from Boston’s at-risk neighborhoods.

“We feel very fortunate to be able to benefit from Big Sister’s long history of working with girls and we are very

excited about this new partnership. We are good at teaching swimming, sailing and arts and crafts, but Big Sister

has something special to give our girls and we are delighted to be working with them,” said Sharon McNally,

Chief of Staff for the Connors Family office and Big Sister Board Member.

Campers ages 13 and 14 will participate in Life Choices, an established Big Sister program that fosters open, but

focused discussion about the issues girls are dealing with, such as self-esteem, the effect of media on a girl’s body

image, relationships, puberty, drugs and alcohol, and cyber-bullying. The Counselors in Training, who are 15

years old, will benefit from a Big Sister program called Girls Leadership Project, which was piloted this year at

King Middle School in Dorchester. The program is designed to complement Big Sister’s Life Choices Group

Mentoring program by giving girls the chance to learn and practice valuable leadership skills.

Big Sister Association of Greater Boston

Exclusively serving girls since 1951

Leading Life Choices and Girls Leadership Project are Big Sister staff members Catherine Smail, group social

worker, and Kristen Kohlmeyer, LCSW, coordinator of volunteer enrollment and engagement for site-based

mentoring.

“It is so important to the girls’ social and emotional development for them to not only be able to talk to—and

really be heard by—caring adult women, but by their peers as well.” said Kohlmeyer. “These workshops enable

that to happen.”

Camp Harbor View’s youngest girls, ages 11 and 12, will be able to experience the care, support and fun of having

a Big Sister through Big for a Day, a program in which Big Sister staff will lead a teambuilding activity for the girls

and Big Sister volunteers.

“This partnership with Camp Harbor View illustrates how our two organizations are creating a dynamic new way

to foster and support the positive social-emotional growth of Boston’s girls,” said Deborah Re, Big Sister’s Chief

Executive Officer.

About Big Sister Association of Greater Boston

Big Sister is the largest mentoring organization in Greater Boston exclusively serving girls. Since 1951, Big Sister

Association of Greater Boston has been helping girls achieve their full potential through mentoring programs

specifically designed to address girls’ distinct interests and needs. The agency serves girls ages 7-15 in 69 cities and

towns throughout Greater Boston. In 2007, Big Sister served more than 2,900 girls through its Community-

Based, School-Based and Group Mentoring programs. For further information, please visit www.bigsister.org.

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