Abby Roche
Social Strategy... Even at 2 AM
Abby Roche
Social Strategy... Even at 2 AM
Abby Roche
Social Strategy... Even at 2 AM
Abby Roche
Brand & Social Strategy (even at 2 AM)
Grandpa Joe's Candy Shop
Project Lead
public relations ∙ marketing strategy ∙ press release
My Role
I was the project lead for my Special Topics in Mass Communications assignment. Our project was to take a business and create a marketing strategy on social media and print as well as design deliverables including a press release, emails for the press, and Gantt Chart. I oversaw this project to ensure our team was able to meet our deadline.
Strategy
Grandpa Joe's is a small business in Pittsburgh that is known for its local charm and quirky stores. We wanted to focus on this business to increase media coverage and foot traffic for this local candy store. Based on the goal and brand research we completed, the tactics of this campaign were to create the "Legends of Pittsburgh Night," monthly events, and a "Letters from Grandpa" newsletter. Throughout these tactics, we would have contacted the press for the monthly events and "Legends of Pittsburgh Night" to increase media coverage and brand identity. Additionally, the "Letters from Grandpa" newsletter would have strengthened the connection to customers and portrayed the quirky brand of this candy shop.
Results & What I Learned
Although we were not able to make this strategy a reality, we were able to learn a lot from this project. I learned how to prepare for press events, write press releases, and work with others when we were not meeting in person for classes.
​
Our group received an A on this project and was praised for our hard work and dedication.