Michelle Niewald+

Strategic Communication

Hello there.I’m Michelle.

I’m a junior Marketing: PR and Advertising major at Stephens College. Even as an undergrad, I already have extensive industry experience under my belt. As the traffic manager and

account executive for Creative Ink, the only student-run marketing firm in Missouri, I

juggle account services for several clients each semester all while maintaining the progress of all creative teams. I am also a social media

intern for the fabulous online magazine College Lifestyles, and I just wrapped up an incredible summer marketing/graphic design position at Axis Promotions in New York City. I’m currently

searching for my next big challenge.

My philosophy?

Ideate, innovate and create with passion.

Repeat.

Stratgic Writing

Missouri Citizens for the ArtsAudrey Webb Child Study Center

Stephens College AdmissionsCreative Ink Website

Everyone Eats Food Bank

Using case study states such as Arizona and Minnesota, it is clear that there are a few things they are doing that we are not. Specifically: 1. Extensive use of social media a. Each state posts on Facebook frequently (3-4 times per week). Activity includes upcoming arts events throughout the states, news articles about various topics, such as funding cuts, why the arts are important, etc., celebrity endorsement facts, and lobbying/session updates. Going back, posts become more frequent right before and during congressional session. b. Twitter does not generate as big of a following as Facebook. However, it is still an appropriate output for information. Tweets are posted more frequently than

Facebook updates, sometimes averaging 2-3 tweets per day. Tweets are less interactive than Facebook and include more statistics. c. Blogs are an option, but not necessary. 2. Website Designa. MCA’s graphic design is beautiful and thoughtfully laid out, but Minnesota’s is more accessible. It features clickable boxes that link to educational components, including “Join Now” and “Advocacy 101” to simplify the experience for the consumer. Accessibility is key to increasing numbers of supporters. In addition to the educational and event driven brochures and new branding materials (business cards, letterhead and envelopes), the following represent

Missouri Citizens for the Arts

marketing and media tactics that will best advertise MCA and increase awareness for the arts. 1. Social Media Plan: Facebook and Twitter a. Post to Facebook and Twitter during peak hours. According to the marketing agency Ogilvy + Mather, the peak times for social media are on Saturdays and Sundays, whereas weekend posts get approx. 69% more interaction (Ogilvy + Mather, 2012). Facebook posts should include more personal posts as to connect with the audience, like statistics and the potential damage that cut funding can do, while Twitter should include more instant updates, such as photo updates during lobbying and hashtag elements that followers can engage in to build awareness on the web.

i. Include graphic design elements to both Facebook and Twitter accounts. This includes a cover photo for Facebook and background for Twitter that stick closely with the MCA brand. b. Personal stories The most effective way to reach out to new donors is through personal stories. Inviting current donors, former Missouri Fine Arts Academy students and art students/teachers to film a testimony and post it to Facebook and Twitter during time intervals appropriate for you. 2. Public Service Announcements a. MCA, with the assistance of Creative Ink, will develop a PSA for local radio stations to play throughout the state of Missouri. St. Louis, Kansas City, Columbia and Jefferson City have the highest traffic, so the most people will hear a PSA in these cities. They can be

played frequently before session begins and continue throughout months. Since air time is donated, PSA’s can be developed for very little cost. A 20-30 second PSA will be best, meaning it will consist of 40-75 words. i. The best way to monitor success of the PSA is by calling listeners to action, such as by inviting them to visit the website and “Join now!” ii. Stephens College also has access to CAT TV and many theatre students, so filming a PSA is also a strong idea. Lastly, there are several ways to implement the new media plan: 1. Hootsuite a. Hootsuite is the simplest and most common way to synchronize social media accounts. The free version offers use with up to five social profiles,

free quick reports that offer Google Analytics, message scheduling and two RSS/Atom Feeds. This way, posts can be made during free time and scheduled on HootSuite for peak hours and important upcoming dates and events. b. Reports will help monitor the success of marketing plans. If Google reports low traffic during some hours, posting times can be reevaluated and improved upon. Also, it will show which site draws the most followers. Posts should frequently include direct links to the “Join Now” and advocacy sections of the website; this will help make the website more accessible. 2. Campaigning for PSA’s a. Prerecording a PSA will be easy, but even if MCA decides to have DJs read it aloud, we must draft a letter requesting the reading/playing of the Public Service

Announcement. The letter will include the cause and importance of MCA along with the copy or recording. It is best to send out letters to many stations, as some may choose not to support the cause. b. If MCA chooses to go the television route, the same process will carry for sending the PSA to television stations.

At the end of each week, measure the new social media following. Create a survey to be placed as an ad on the website asking visitors to say how they were referred to the site. If one measure is proving unsuccesful, reevaluations can be made.

M i s s o u r i C i t i z e n s f o r t h e A r t s i s t h e o n l ys t a t e w i d e o r g a n i z a t i o n t h a t r e p r e s e n t s

t h e w h o l e o f M i s s o u r i ’s a r t s i n d u s t r y.

W e d o n’ t a l w a y s k n o w w h a t t h e e n v i r o n m e n t w i l l b e a t t h el e g i s l a t u r e . One th ing we do know is that elected officials need to be aware that you, their constituent, believe that the arts are important.

K e e p i n gt h e a r t sA L I V E

M i s s o u r i C i t i z e n sf o r t h e A r t s

Miss

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Art

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26Co

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MO

6520

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Membership Brochure

Company Letterhead

573-222-0278

P.O Box 10026 Columbia, MO 65205

www.mo4arts.org advocates@mo4arts.org

2012-2013 BOARD OFFICERS Carol Gregg, PresidentTeresa Fankhauser, Vice PresidentKate Poss, TreasurerSusan Schmelzer, Secretary

REGIONAL VICE PRESIDENTSHarlan Brownlee, Kansas CityMichael Gaines, NortheastAlison Schieber, Northwest Lori Ann Kinder, SoutheastLeah Hamilton, SouthwestKate Poss, St. LouisStacey Morse, St. Louis

BOARD OF DIRECTORSBarb Berendzen, KirksvilleSharon Beshore, JoplinHarlan Brownlee, Kansas CityMarsha Campbell, Kansas CityPatricia Churchill, Jefferson CityDrue Duncan, ColumbiaBarb Enneking, St. LouisTeresa Fankhauser, St. Joseph Michael Gaines, HannibalDr. Robert Gifford, Cape GirardeauCarol Gregg, ChillicotheMarie Nau Hunter, ColumbiaLeah Hamilton, SouthwestMarianne Kilroy, Kansas CityLori Ann Kinder, Cape GirardeauJill McGuire, St. LouisStacey Morse, Chesterfield

Daniel Pfeifer, Kansas CityKelly Lamb Pollock, St. LouisKate Poss, St. LouisClaudia Sands, RollaJeff Sandquist, RollaMelissa Scott, SpringfieldAlison Schieber, St. JosephSusan Schmelzer, Kansas CityCynthia Siebert, Kansas CityW. Scott Swain, ColumbiaGreg Swarens, Kansas CityDeedra Von Fange Kutney, Farmington

MCA EDUCATION FUNDADVISORY COUNCILDr. Dixie KohnFranklin F. WallisBarney White

LEGISLATIVE CONSULTANTKyna Iman EXECUTIVE DIRECTORSarah Skaggs

M i s s o u r i C i t i ze n sfo r t h e A r t s

MCA HONORARY CHAIRPERSONFirst Lady Georganne Nixon

M i s s o u r i C i t i z e n sf o r t h e A r t s

Best Value: Columbia Daily Tribune

Ads can run either every other week for a month or for a 2-4 weeks in a month on more days. Running large ads in more months will cut down on overall costs, giving the best value of any Columbia publication. Black and white is best for recognizability and affordability. This is another simple way to cut down costs without compromising the brand. The Tribune offers frequency discounts as well (25 percent vs. single run). Tribune Recommendations Run in January, July, August and September throughout the years to

acquire most traffic to the school.

Appeal Factor: Inside Columbia Magazine Run smaller ads in most important months with emphasis on special edition months: November, January, April (parent special edition), May or September.Inside Columbia Recommendations This magazine is more expensive to run ads in, but will grab a different demographic than the Tribune. It is definitely worth while, but since budget is a restriction, it may not grab the best overall visibility.

Audrey Webb Child Study CenterThis is an excerpt explaining media buying for a small private school. There are more publications listed in

actual project.

Creative Ink Website CopyFeatured Project Since we cannot give our designers and reps a standing ovation all of the time, we decided to dedicate an entire section to some amazing projects. So applaud away...and don’t hold back.

Meet the Team When ambition meets dedication, beautiful things like Creative Ink are born. Click here to learn more about our outstanding team of marketing rockstars.

Ad for Applying Do the terms “client intake” and “brainstorming sessions” send chills of excitement down your spine? If so, Creative Ink may be the place for you. Apply to join for fall 2013 today.

What’s on Our Minds? In Creative Ink, nothing sparks our interest quite like a brand new marketing hashtag. Consider this our gift to the world wide web. You’re welcome.

Professional Tips Contrary to Burrows, Weinstock and Gilbert, succeeding in business (or any other career) actually has a lot to do with trying, including hard work, sweat and those “AHA!” moments of clarity. Here we have compiled a list of our favorite professional tips. Trust us...this is what we live for!

Background:Everyone Eats Food Bank has been the most successful food bank in the area for the past 20 years. Everyone Eats serves approximately 100,000 meals each year and is generally very successful in gaining food donations. It holds a strong reputation as a charitable contributor to community life. United Way, a donator of corporate gifts and food, is the main source of funding. However, this year has been quite rough on Everyone Eats. Food scarcity has never been a problem, but there is a shortage of food and this winter is forecasted to be worse than ever.

Goal:The goal of this public relations plan

is to increase philanthropy within the community and alter the perceptions of Everyone Eats Food Bank. Many believe that one homeless people use the bank, but this is a mere misconception. We will strategically educate community members while raising donations for the food bank, giving a measurable outcome off success. Furthermore, this plan will act as precedent for possible future shortcomings.

Audiences:Community members, including leadersLocal media-Newspapers, radio, televisionPast contributorsPossible contributorsChurches and youth groups

Everyone Eats Food BankCommunications Plan

Parent Teacher AssociationBoy Scouts of AmericaGirl Scouts of AmericaLocal sheltersLocal school district (K-12)Local businesses

Research: According to food bank director Brenda DiCarlo, food banks often see a drop-off in donations after the holiday season. This lull, however, has come especially early this year (DiCarlo, 2011). For one in every six people in the U.S., hunger is an extreme reality (Feeding America). Average people use food banks that others would not expect because poverty is so easily concealable in today’s society (Feeding America).

Community Support Advocates, or CSA, reports that community support and involvement empowers individuals and boosts morale (Team CSA, 2008)

Objectives:•Build awareness of the disparity in food donations within three months of the campaign’s launch.•Increase community support by 25% measured by the amount of volunteers coming in and number of food donations•Have a sufficient amount of food with the required nutritional value by November 1.

Strategies/Key Messages•For 20 years, Everyone Eats Food Bank has been this county’s premiere supplier of food donations to the needy. •Our organization facilitates philanthropic

spirit and shows a dedication to our mantra: Everyone Eats.•No one deserves to go hungry for even one day. Everyone Eats prevents this from happening, one mouth at a time.•Everyone Eats depends on private grants and consumer donations to keep feeding the needy. •We are passionate about our cause and will not stop until we can ensure that we have enough food to help community members through the harsh winter season.•The food bank boosts community involvement and even teaches the younger generation the value of helping others.•A simple food donation will feed a family in danger of going hungry.

Tactics/Implementation:

Volunteers/Potential DonorsBrochures on the benefits of helping with Everyone Eats will be put in grocery bags at the grocery store as a reminder. Local businesses will receive these as well.Door hangers will be given out to community members to show their support.

SchoolsNewsletters will be handed out to students and their parents. Speakers from Everyone Eats will attend PTA meetings and school assemblies.Incentives for students, such as pizza parties, etc., will be given to those who can raise the most amount of money or food donations.

These tactics will encompass the general public. Everyone Eats will send out a

newsletter to schools so that younger students can take them home to their parents and hopefully donate food. This will include the benefits of helping and explain why the cause is so important. Increasing donors and volunteers is crucial to the success of the food bank this winter. Brochures and newsletters will inform parents, students, and other school members of the disparity and encourage them to get involved however they possibly can.

Boy Scouts/Girl ScoutsSend out information to troop leaders. Encourage these groups to volunteer and hold food drives. It can be a contest among troops. Either way, scouts will get special patches for their work.

Community Leaders and MembersThe support of community leaders is crucial to the success of this plan. Therefore, we must strategically align ourselves with important officials. The number one way of achieving support is by simply keeping communication lines open.

Everyone Eats will send out weekly newsletters to community officials and those community members who sign up for them. They will be sent out every Saturday until the end of October. They will include information about misconceptions of food banks, a calendar until the end of the food drive, statistics on where the food bank is in the process of reaching goals, and information about how to get involved.

Near the middle of the campaign, Everyone Eats will sponsor a fundraising gala. This will include live and silent auctions, donations from businesses, and will be a chance for the community to collaborate as one. It will show that Everyone Eats truly appreciates each member and group in the community.

Suggested Individuals to Reach Out To:Superintendent of the school districtMayor Owners of local businessesMunicipal councilor FirefightersChief of PoliceBoy Scout Troop Leaders Local judges Media Schedule meetings with the local media,

such as newspaper, news and radio.Ask for help getting the word out to the community.Press Releases will be sent to local papers.Press conferences will be held once a month. Media Day-introduce plan to the community from CEO of Everyone Eats.

By involving the media and key members of the community, Everyone Eats is increasing publicity of the cause. This will be helpful in two ways: it will help the food bank and help the image of the community.

Timeframe of the planOur strategic communication plan will not just stop after the beginning of the journey. Throughout the three

month campaign, we will keep sending updates of milestones, including money earned, number of food donations, new volunteers, and new proponents of the cause.

Miscellaneous TacticsCommunications EvaluationThere is really no good in doing anything without checking the status of tactics. Therefore, every two weeks, we will review the process and evaluate what has and has not been successful. This will leave room for improvement.

Weekly Team MeetingsEvery week, the PR team will meet with members of the food bank to set new goals, review communications, and reevaluate upcoming strategies. These

meetings will follow a relatively strict agenda to be time efficient. We will also invite a new influential community member every week to receive feedback from.

EvaluationThe overall success of the campaign will depend mostly on the achievement of the first set of our goals. The amount of food donated and number of volunteers will act as a tangible measure of success. We will send follow up surveys, scaled-response, to two different groups. One will be to those who volunteered and donated, and the second will be to random households. The first will help the food bank evaluate their tactics and outreach, whereas the second will help our PR company evaluate our tactics and learn for the future.

Graphic Design

Lost in the Wild Stephens Life Magazine Design

ALS Awareness Map

Lost in the Wild

Stephens Life

Magazine Design

ALS Awareness Map

-Lou Gherig

“You have to get knocked down to realize how people really feel about you. I’ve realized that more than ever lately. I might have had a tough break, but I have an

awful lot to live for."

Start

A Complete Guide

ALS: The LabyrinthThe labyrinth is a symbol for the connection between conscious

thought and unconscious intent.

Types of NervesVision

Sensation

Hearing

MotionThe progressive degeneration of the motor neurons in ALS eventually leads to their death. When the motor neurons die, the ability of the brain to initiate and control muscle movement is lost. With voluntary muscle action progressively affected, patients in the later stages of the disease may become totally paralyzed.

vs.Healthy Atrophied

Lou Gherig’s Diseae. Motor Neuron Disease.

ALS. Slice it any way you want.

but what is it?

The nerves that are affected when you have ALS are the motor neurons that provide voluntary movements and muscle power. Examples of voluntary movements are your making the effort to reach for the phone or step off a curb; these actions are controlled by the muscles in the arms and legs.

how does it happen?

Quiz Time

a. Contagious.b. Predictable.c. Genetic.

ALS is none of the above.Because of the unique nature of the disease, there is no way to detect the progression or generational inheritance.It is not a communicable disease, so simply being in the same room as a victim will not infect you or anyone else.

It can happen to anyone

Sesame St.

What doThe Creator of Sesame Street

Stephen Hawking Lou Gherig

All had ALS.

For instance,

The Journey

Too weak to complete

Most report not being able to lift their right arm

as the first symptom.

Be on the lookout.

For 10-15% of diagnoses,patients get a false positive. They are told they have ALS, but, in the end, another disease or condition is discovered to be the real problem.

You can help.

ALS Fund

$

Fam

ily

Frie

nds

Nei

ghbo

rs

Colle

qgue

s

Quick

Stats

45 Median age of those diagnosed with ALS

Two in every 100,000people worldwide

are diagnosed each year.

50%of patients die within the first

two years of diagnosis.

People fighting ALS find themselves in a battle between giving up and having hope. For some, they are able to live up to 43 years. Others do not even survive the first year. ALS affects more than just the holder. It affects families, friends and communities. But we will not give up. We will not let those who have lost die in vain. We will keep on fighting until there’s a cure, because allwe have is our hope in what the future holds.

3.

Start1.

Brain

Nerve

Signal2.

Other symptoms include thickness of speech,twitching and cramping ofmuscles, difficulty breathing,impaired ability to swallow,difficulty projecting the voice,impaired use of arms and legs, and consistent muscle strain or weakness throughout certain areas of the body.

In an actual labyrinth, there is one way in and one way out. It is the journey inside that counts.ALS patients face the same fate. At this moment, there is no cure for ALS and no effetive treatment.In fact, the causes are not entirely known either.Diagnosis is a death wish; it is not a question of “if,”but rather of “when.” This is a reality for too many.

Amyothropic lateral sclerosis (ALS), often referredto as “Lou Gherig’s Disease,” is a progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord. Motor neurons reach from the brain to the spinal cord and from the spinal cord to the muscles throughout the body.

-ALS Association

You can’t guess how or when it will strike. Somecome quickly others are virtually undetectable,While not every case is terrible, every case will result in death. Studies show that there are some drugs that can slow the progression, butin the end, the same fate will meet every victim.

all have in common?

ALS is a double edged sword. On one hand, it is a terrible thing that there is no definite information on the disease. We don’t knowwhat causes it or any effective treatment.On the other hand, there is still much awareness to be raised for it. Each causerepresents an individual case study. Thecosts are high, but are well worth it. Asthe disease progresses through the years,we don’t know what effects will come to light. There are still so many unansweredquestions. But despite all these things,

Don’t let another life go unsaved.Make a contribution today.

www.als.org/donate

-Lou Gherig

“You have to get knocked down to realize how people really feel about you. I’ve realized that more than ever lately. I might have had a tough break, but I have an

awful lot to live for."

Start

A Complete Guide

ALS: The LabyrinthThe labyrinth is a symbol for the connection between conscious

thought and unconscious intent.

Types of NervesVision

Sensation

Hearing

MotionThe progressive degeneration of the motor neurons in ALS eventually leads to their death. When the motor neurons die, the ability of the brain to initiate and control muscle movement is lost. With voluntary muscle action progressively affected, patients in the later stages of the disease may become totally paralyzed.

vs.Healthy Atrophied

Lou Gherig’s Diseae. Motor Neuron Disease.

ALS. Slice it any way you want.

but what is it?

The nerves that are affected when you have ALS are the motor neurons that provide voluntary movements and muscle power. Examples of voluntary movements are your making the effort to reach for the phone or step off a curb; these actions are controlled by the muscles in the arms and legs.

how does it happen?

Quiz Time

a. Contagious.b. Predictable.c. Genetic.

ALS is none of the above.Because of the unique nature of the disease, there is no way to detect the progression or generational inheritance.It is not a communicable disease, so simply being in the same room as a victim will not infect you or anyone else.

It can happen to anyone

Sesame St.

What doThe Creator of Sesame Street

Stephen Hawking Lou Gherig

All had ALS.

For instance,

The Journey

Too weak to complete

Most report not being able to lift their right arm

as the first symptom.

Be on the lookout.

For 10-15% of diagnoses,patients get a false positive. They are told they have ALS, but, in the end, another disease or condition is discovered to be the real problem.

You can help.

ALS Fund

$

Fam

ily

Frie

nds

Nei

ghbo

rs

Colle

qgue

s

Quick

Stats

45 Median age of those diagnosed with ALS

Two in every 100,000people worldwide

are diagnosed each year.

50%of patients die within the first

two years of diagnosis.

People fighting ALS find themselves in a battle between giving up and having hope. For some, they are able to live up to 43 years. Others do not even survive the first year. ALS affects more than just the holder. It affects families, friends and communities. But we will not give up. We will not let those who have lost die in vain. We will keep on fighting until there’s a cure, because allwe have is our hope in what the future holds.

3.

Start1.

Brain

Nerve

Signal

2.

Other symptoms include thickness of speech,twitching and cramping ofmuscles, difficulty breathing,impaired ability to swallow,difficulty projecting the voice,impaired use of arms and legs, and consistent muscle strain or weakness throughout certain areas of the body.

In an actual labyrinth, there is one way in and one way out. It is the journey inside that counts.ALS patients face the same fate. At this moment, there is no cure for ALS and no effetive treatment.In fact, the causes are not entirely known either.Diagnosis is a death wish; it is not a question of “if,”but rather of “when.” This is a reality for too many.

Amyothropic lateral sclerosis (ALS), often referredto as “Lou Gherig’s Disease,” is a progressive neurodegenerative disease that affects nerve cells in the brain and the spinal cord. Motor neurons reach from the brain to the spinal cord and from the spinal cord to the muscles throughout the body.

-ALS Association

You can’t guess how or when it will strike. Somecome quickly others are virtually undetectable,While not every case is terrible, every case will result in death. Studies show that there are some drugs that can slow the progression, butin the end, the same fate will meet every victim.

all have in common?

ALS is a double edged sword. On one hand, it is a terrible thing that there is no definite information on the disease. We don’t knowwhat causes it or any effective treatment.On the other hand, there is still much awareness to be raised for it. Each causerepresents an individual case study. Thecosts are high, but are well worth it. Asthe disease progresses through the years,we don’t know what effects will come to light. There are still so many unansweredquestions. But despite all these things,

Don’t let another life go unsaved.Make a contribution today.

www.als.org/donate

Thank you.I’m so glad you viewed my stuff.

I love sharing my work with others :) I’ve got a few other things hanging around my Issuu page. Check em out! You’d really make me happy. And who knows, maybe you’ll see something else that sparks yourinterest that you didn’t see here. C’mon,

I’m only human.

Any questions?

E. niewaldm@gmail.comT. @mniewald

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Dad would kill my if I put my phone number on here.