crystal hollis marketing & social media portfolio (8/16)
TRANSCRIPT
MARKETING & SOCIAL MEDIAPORTFOLIO Crystal Hollis
Updated 08/2016
EXPERIENCES• Freelance videographer, photographer, graphic designer, and website designer Working on projects for my websites Hollis Hite Creative Group and Kumo Comics
Previous Experiences: Intern for Parallax Digital Media in Denton (08/15-02/16)
Focused on video marketing and photography Historian and Secretary for UNT PRSSA (01/15-10/15)
UNT chapter of Public Relations Student Society of America Revised the website, posted e-mail and blog updates, created a Semester-book, and photographed activities and
events Student assistant for University of North Texas (02/10-10/15)
University Relations, Communications, and Marketing Division, Photography Department Managed archives and client contacts Photographed studio portraits for websites and news articles; photographed campus activities and architecture
for UNT Facebook and Instagram Volunteer for North Texas Television (02/10-12/13)
Video Production and editing for web and television Updated social media accounts for UNT Cribs and Innovators Today
EDUCATION• Professional Development - Denton Public Library/Gale Education•Using Social Media in Business (Summer 2016)• Intermediate WordPress (Summer 2016)•Write Effective Web Content (Summer 2016)
• For more information: https://crystaljhollis.net/aboutme/professional-development/
•M.A. Interdisciplinary with a concentration in Digital Communication – University of North Texas• Graduated fall 2015• Relevant courses: Case problems in PR, Internet Communication strategy/Direct Mail, Web Content Development and Maintenance, Integrated Communications, Multimedia, Computer Graphics
•B.A. Radio, Television, and Film – University of North Texas • Graduated fall 2013• Relevant courses: Content development for digital media, Web 2.0, Marketing Foundations, Advertising Management• For more information: https://crystaljhollis.net/aboutme/education/
SOCIAL MEDIA PORTFOLIO
• Planning• Content • Schedule
https://crystaljhollis.files.wordpress.com/2016/07/crystaljhollis_social_media_strategy.pdf
Social Media Plan Pt. 1
EXECUTIVE SUMMARY Crystal developed this social media strategy to build awareness as a job candidate and freelancer. This social media strategy uses the “S.O.C.I.A.L.” steps: Strategy, Organization, Content, Interaction, Analysis, and Learn. (some parts of the plan omitted; view pdf for full details)
PURPOSE OF THE STRATEGYThe purpose of this strategy is to outline an effective plan for building awareness of Crystal as a job candidate and freelancer.STRATEGIC OBJECTIVE / THEME Primary Objective: Building Awareness Crystal considered building awareness to be a primary objective because she is trying to build her reputation and demonstrate competency in the field of digital communications.
Secondary Objective: Sales/IncomeCrystal needs to drive revenue every month to maintain cost of living and freelance operation expenses.
For more details, sources, etc.
CRYSTAL HOLLIS SOCIAL MEDIA STRATEGY(Class project from “Using Social Media in Business” Summer 2016)
https://crystaljhollis.files.wordpress.com/2016/07/crystaljhollis_social_media_strategy.pdf
Social Media Plan Pt. 2
SOCIAL MEDIA ORGANIZATION
Crystal Hollis (social media manager)
Job Searching
Freelancer 2 Business
Freelancer 2 Consumer
Behance
WordPress
YouTube
Content Plan for Distribution via Hootsuite:• Industry (2x daily)• “How to” blog posts (1x weekly)• Photography (3x weekly)• Portfolio (3-4 monthly)• Reblog/repost relevant content (4x daily)
Hootsuite automatic posting
Scheduled posting
Direct posting
https://crystaljhollis.files.wordpress.com/2016/07/crystaljhollis_social_media_strategy.pdf
Social Media Plan Pt. 3
MAIN SOCIAL MEDIA PLATFORM • WordPressSOCIAL NETWORKING PLATFORMS • FacebookVIDEO SHARING PLATFORMS • YouTube, Facebook, Behance• Platforms to consider: Vimeo, Photosynth, Houzz, Videojug, Break, Daily Motion, Coub, Metacafe,
Wonder How To, Expo TV, Periscope, VeohBUSINESS SOCIAL NETWORKING PLATFORMS • LinkedIn• Platforms to consider: Coroflot, Active Rain, Ads of the World, Prof Net Connect, Solaborate,
Referral Key, Edocr, Angel.co, Apsense, Ryze, Authorstream, Slideserve, Bizsugar, xMindMICROBLOGGING PLATFORMS • Twitter• Platforms to consider: Ello.co, Kiwi.qa, Alpha.app.netSOCIAL NEWS PLATFORMS • Reddit• Platforms to consider: my.alltop, Newsmix.me, Muckrack, Popsugar, Whuut, Ezyspot, The-artifice
• ***View the PDF for each detailed description of the platforms and how it will be used
https://crystaljhollis.files.wordpress.com/2016/07/crystaljhollis_social_media_strategy.pdf
Social Media Plan Pt. 4
CONTENT PLANNING, DEVELOPMENT, AND DISTRIBUTION • Write: Saturdays 12-5 pm
o Outline with Word, brainstorm web content with flow map o Write rough draft
• Review: Sundays 12-2 pm o Check for grammar, readability, SEO, and message consistency
• Distribute: Schedule Posts with WordPress and Hootsuite
o Update schedule table with Excel
SOFTWARE AND AUTOMATION AUTO-POSTING TOOLS • Hootsuite – social media management platform.
o The free version allows up to 3 social media accounts. o Connected accounts: Facebook, Twitter, and LinkedIn. o It includes a Google Chrome extension for easy access. o It includes scheduling and automatic posting features.
SOCIAL MONITORING TOOLS • Hootsuite – Monitor keywords on the stream tab. • Talk Walker Alerts- e-mail alerts of keyword mentions from news, blogs, and discussions. (Weinberg, 2015)
SOCIAL MEASUREMENT TOOLS • Hootsuite – weekly analytics reports (Mindruta, 2013). • Facebook Insights- full stats behind posts, fans, and reach (Lee, 2014). • Twitter Analytics – 28 day overview of tweet performance and impressions (Lee, 2014). • LinkedIn Analytics- profile views, actions taken, and suggestions on who to follow (Lee, 2014). • Google Shortener – review the number of clicks on the google link.
ROLES AND RESPONSIBILITIES Crystal will be handling all roles and responsibilities.
https://crystaljhollis.files.wordpress.com/2016/07/crystaljhollis_social_media_strategy.pdf
Social Media Plan Pt. 5
MEASUREMENT, TESTING, AND CONTINUOUS IMPROVEMENT • Every last Saturday of the month, review and adjust key performance indicators. • Every July-August, review and adjust social media plan.External Key Performance Indicators • Social Media Presence
• Followers and Fans• Mentions and tagging• Reach (potential size of audience)• (see more in PDF)
• Social Media Engagement• Retweets• Social shares• (see more in PDF)
• Social Media Reach and Influence• Share of voice (how many mentions in relation to
competition)• Net Promoter (customer loyalty metric)• Sentiment (audience emotional responses to brand) • (See more in PDF)
• Action and Return on Investment• Conversions (from visitor to customer)• Sales Revenue• Issues Resolved• (See more in PDF)Internal Key Performance Indicators
• Blog posts• Current status: Hardly sharing or publishing new and
relevant content.• Goal: Add a new social media post once a week until
8/1/2017.• Videos
• Current status: Hardly sharing or publishing new and relevant videos.
• Goal: Add a new video 2-3 times a month until 8/1/2016.
• Social media posts• Current status: Social media
posts are not frequent and not rich in content.
• Goal: Use social media schedule to publish 2 posts per week until 8/1/2017.
• Social media budget – $0
Social Media Content• 2010-2013
• Updated Facebook for UNT Cribs (2011) and Innovators Today (2013) while volunteering at North Texas Television
• https://www.facebook.com/UNTcribsTV/posts
• https://www.facebook.com/nttvinnovatorstoday/posts
• 2010-Present• Primarily updated Facebook,
Twitter, and LinkedIn using myself as a personal brand
• Facebook: @crystaljhollis• Twitter: @crystaljhollis• LinkedIn: crystaljhollis• Also worked with Pinterest,
Instagram, YouTube, and Google+
Social Media Schedule
Automated with Hootsuite
• 2016-Present• Updated Crystal J. Hollis
Twitter, Facebook, and LinkedIn with Hootsuite
• 2016-Present• Updated Hollis Hite Creative
Group Facebook and Twitter Pages with Hootsuite
• https://twitter.com/HHCreativeGroup
• https://www.facebook.com/hollishitecreativegroup/
MARKETING COMMUNICATIONS
• Integrated Marketing Communications strategy
• Marketing strategy
Integrated Marketing Communication StrategyAuto Dealership Integrated Marketing Campaign
Excerpt below. View the PDF for more information (including SWOT analysis, industry and competition, and goals)https://hollishitecreativegroup.com/wp-content/uploads/2016/07/Auto-Dealership-IMC-Campaign.pdfCompany Information It is essential that all marketing communications support higher level missions and objectives.
Mission Our mission is to earn customer loyalty by delivering high quality sales and service by ethically working as a team and exceeding our customers’ expectations. Primary Brand Message The 2017 Adams Strike sedan has the perfect design and features for working pros that are traveling throughout the Metroplex.
Unique Selling PointJohn Smith Dealership’s Adams Strike cars are for pros who need a glamourous, dependable, and efficient car. John Smith Dealership is the metroplex’s best choice for pros who want to look bad ass while driving to work.Communication ToolsNewspaper and direct mail, video for social media, website, and television , Pay Per Click Ads, sponsorship of various events and associations, and social media and e-mail marketing campaigns
Marketing Campaign for Lowes/American ExpressExcerpt below. View the Google document for more information:https://docs.google.com/document/d/13Ij04GjzyaFfE6U6lHyCXxCvrIxygmRYQX1mz22RA0o/edit?usp=sharing
Marketing Strategy
Executive SummaryThe June 2015 campaign will raise awareness of the product and increase applications by 10%. The target audience is made up of Lowe’s small business customers who are looking for a credit card that yields a high return for their construction and improvement business. The campaign strategies will integrate traditional and digital marketing tactics, including print and digital direct mail, Search Engine Marketing, and magazine advertisements.
Evaluation•Strategy 1 – Awareness surveys undertaken at Lowe’s retail locations during month of June at three different points and at various locations
• Print ads will include a unique URL interested parties can access to apply – amexlowesbusiness1.com – which will prompt visitors to take a pop-up awareness survey
• Track site visitors, applications through this channel•Strategy 2 – Use unique URL to track this effort – amexlowesbusiness2.com
• Track site visitors, applications through this channel• View more on Google docs
Marketing Strategies1. Target members of the population who have undertaken home repair projects in the last 12 months with print ads in magazines of the two most commonly-read publications read by that segment.2. Target 35-64 year old business owners through traditional direct marketing.3. Reach the same audience, plus homeowners in the same age range via E-mail marketing.4. Target those interested in home improvement through SEM campaign.
WRITING PORTFOLIO• Press Release• Blog Post• Article• E-mail Marketing/update• Digital Publication
DENTON, Texas (March 30, 2015) – The PRSSA Chapter at the University of North Texas served the Denton community at the annual Big Event on Saturday, March 28. The Big Event is a nationally recognized day of service where volunteers serve their local community. Projects included gardening, creating food kits for the hungry, and picking up trash. The Big Event is part of UNT’s commitment to serve the community.
The event was from 7:30 a.m.—12 p.m. in Denton County. UNT PRSSA members joined over 2,500 UNT students, faculty, staff, and alumni at the breakfast and kick off rally at the Onstead Promenade, located on UNT campus.
UNT Vice President of Student Affairs Elizabeth With rallied the energized crowd with words of encouragement and pride. “Truly, thank you for all you do,” said Elizabeth With.
UNT PRSSA arrived at McNair Elementary at 8:30 a.m. to improve the Environmental Learning Area. The volunteers trimmed branches, raked old leaves, and removed weeds and other unwanted plants from the garden.
“I love participating in it. It is my second year,” said Kelly Norman, the chapter’s Vice President of Public Relations. “I think it was a really good thing to do because it helps out the community and it’s great to give back.”The UNT PRSSA chapter returned to Onstead Promenade for a post-service celebration from noon to 2 p.m. The volunteers were treated with free pizza and live music.
Press Release
Contact:Crystal HollisUNT [email protected]
UNT PRSSA participates in the The Big EventMarch 30, 2015
Click on this thumbnail to watch the video press release:
https://ntprssa.wordpress.com/2015/10/21/next-meeting-pr-crisis-drill/
Blog PostNEXT MEETING: PR CRISIS DRILLOCTOBER 21, 2015 UNIVERSITY OF NORTH TEXAS PRSSAHappy Back to the Future Day!Our next meeting will be on Wednesday, October 21st at 7 P.M. in GAB 310. We will be having a PR crisis drill with mock press conferences! We hope you’ll make it out!
Dues are due soonThe deadline for PRSSA dues ($80) is the end of October. Please bring cash or a check (made to UNT PRSSA) to today’s meeting. Talk to our Treasurer Rikki Willingham ([email protected]) or e-mail [email protected] to arrange a time to submit dues.
T-Shirt Design Contest!Do you have an idea for a UNT PRSSA T-shirt? Our T-shirt design contest ends today. The winner will get a prize!
Can’t make it?We will be having our meetings bi-weekly on Wednesday nights. Keep an eye out on our Facebook and Twitter for more information.-UNT PRSSA Exec Staff
From the Detroit Newstime article, “Back to the Future Day sparks rash of cringe-worthy PR attempts by companies and even the police”
ArticleUNT PRSSA welcomes Guest Speaker Kimberly Sims, Vice President of Open Channels Group PRby Crystal Hollis (UNT PRSSA Historian)November 21, 2014
Denton, Texas – The last PRSSA informational meeting of Fall 2014 was on November 20th. The meeting began with an announcement about the Senior send off party to be held at El Guapo’s on December 4th. Graduation for Mayborn students will be held at the University of North Texas Coliseum building on December 13th. Members at the meeting began discussing current events for the week that is relevant to public relations. Uber’s VP of Business Emil Michael have made comments aimed at PandoDaily’s editor Sarah Lacy because of criticisms made against the company. However despite the bad publicity, the comments did not severely affect the perceptions of Uber’s consumer base. Next, members discussed the Bill Cosby rape allegations and watched Janice Dickenson’s interview on Entertainment Tonight’s website.Later during the meeting, Kimberly Sims arrived to speak to PRSSA members. Sims is the Vice President of Open Channels Group PR, a cross-cultural communications firm located in Fort Worth, Texas. OCG PR has won awards including,
• 2012 AdColor MVP Award for partnership with Fleishman-Hillard on AT&T• 2012 Vision Fort Worth 20/20 Award for being a great place to work for young, emerging talent• 2011 MarCom Gold Award for Marketing/Branding Refresh: OCG “We Are PR.” campaign
Kimberly Sims spoke to PRSSA members about diversity in the public relations industry. She began her speech by getting to know the students. Sims asked what PRSSA members are looking for in PR and what it was like working at a PR internship. One student talked about how her internship was in a male dominated office and she was disappointed in the lack of hands on activities. “Keep pushing the envelope,” Sims replied. “Look for an opportunity to get your ‘feet wet.’ If they’re not giving you opportunities, then look somewhere else.” Sims talked about how many people gravitate towards groups that makes them comfortable. However diversity is important because it drives economic growth, captures a greater market share, avoids employee turnover costs, and fosters a more creative and innovative workforce. “Diversity is not just about black and white,” said Sims. “You have people from all walks of life with different viewpoints.” Sims continued to provide advice to UNT PRSSA students and encourages the idea of getting out of the comfort zone. “Public Relations [is] the best job I’ve ever had.”
https://ntprssa.wordpress.com/2014/11/21/unt-prssa-welcomes-guest-speaker-kimberly-sims-vice-president-of-open-channels-group-pr/
Photo by Crystal Hollis/UNT PRSSA
E-mail Marketing/Update
Created with MailChimp
http://www.joomag.com/magazine/the-ethical-web-magazine-fall-2014-standalone/0461994001412561302?short
Digital Publication
https://www.joomag.com/magazine/unt-prssa-semester-book-volume-1-spring-2015/0986169001443030493?short
Created with Adobe InDesign CC
VIDEO & PHOTOGRAPHY
PORTFOLIO• Published Photos• Social Media Photos• Video Marketing
• Quints find first year at UNT filled with changes – UNT North Texan – May 15, 2015• What Oklahoma can learn from a Municipal Ban on Fracking in Texas – Public Radio Tulsa,
NPR – January 16, 2015• Reading of the Lorax – UNT Inhouse – April 21, 2014• UNT show inspired by “MTV Cribs” to premiere next week -North Texas Daily Vol. 97 No. 31
PAGE 3 (via UNT Library Portal to Texas History) – March 24, 2011
Published Photos
Photos by Crystal HollisEdited with Adobe Photoshop CC
Click on the links to view the images and articles
Social Media Photos
Photos by Crystal HollisEdited with Adobe Photoshop CC
View more photos:https://crystaljhollis.net/portfolio/photography-portfolio/
Video Marketing
Produced and edited with Adobe Premiere CC
Click on the Thumbnails to watch each video or visit the Parallax Digital Media Internship Playlisthttps://www.youtube.com/watch?list=PLsZqDF_TxrasFK94atoUK3-am6AI6apgQ&v=Wl7UJU00Euw
GRAPHIC AND WEB DESIGN PORTFOLIO
• Graphics for social media & web
• Digital and Print Design• WordPress.com version• WordPress.org version
Graphics for Social Media & Web
Created with Adobe Photoshop and/or Illustrator CC
Gif Advertisement for Kumocomics.comhttp://kumocomics.com/wp-content/uploads/2016/08/Black-Thorns-300-x-250.gif
Your Super InspectorYouTube Channel Coverhttps://www.youtube.com/channel/UCWoRQf4wXtNgo6dKwY_GZYQ/featured
Re/max Crossroads First Realty III – North Texas Virtual OfficeYouTube Channel Profile & Coverhttps://www.youtube.com/channel/UCodFMhr80TKvtDBgGDNPyZw/featured
Digital & Print Design
Created with Adobe Photoshop and/or Illustrator CC
Denton Public Library Brochure
View more at https://crystaljhollis.net/portfolio/graphic-design-portfolio/
Parallax Digital Media Internship Flyer
Beth Marie’s mock up logo
WordPress.com
UNT PRSSA WebsiteBefore: https://web.archive.org/web/20150706044839/https://ntprssa.wordpress.com/
After: https://ntprssa.wordpress.com/
BEFORE
AFTER
The Ethical Web Multimedia Projecthttps://theethicalweb.wordpress.com/
WordPress.org
• Intermediate WordPress (Summer 2016) class project:• http://crystalh.sgedu.site/• Site Ground Host
• Hollis Hite Creative Group 2016-Present• https://hollishitecreativegroup.com/• 1&1 Host
• Plugins• Yoast SEO• PopUp by Supsystic• MailPoet Newsletters• TinyMCE Advanced• Video Background by Blake Wilson• WP Pixabay Search and Insert• Profile Builder by Cozmoslabs• Google Analytics by Monsterinsight
FUTURE OUTLOOK• Goals: Continue to build skills and experience with digital marketing, social media content development and maintenance, and website development.• Pursue internships, pro-bono, freelance, and entry level job opportunities related to digital marketing• Continue to study digital marketing through reading books, following blogs, attending webinars and workshops, taking online courses, and more
• Contact information:• [email protected]• Facebook: @crystaljhollis• Twitter: @crystaljhollis• LinkedIn: https://www.linkedin.com/in/crystaljhollis