Brand Strategy & Social Media Development for Kingston Family Vineyards
In the summer of 2024, I had the incredible opportunity to study abroad in Viña del Mar, Chile, where I spent six weeks immersing myself in both academic and cultural experiences. As part of a dynamic team of twelve other University of Oregon students, I collaborated on a pitch campaign for Kingston Family Vineyards, a local winery based in the Casablanca Valley. Our primary focus was on brand strategy and social media content creation, allowing us to apply real-world marketing and public relations techniques to the South American wine industry. Throughout the program, I not only gained valuable insights into advertising and brand development but also significantly improved my Spanish-speaking skills. Additionally, this experience deepened my cultural literacy, helping me better understand global business practices and the rich traditions of Chilean winemaking.
Social Media Content Creation for Benefit Corporations for Good
As an Account Executive for Allen Hall Public Relations, the second-largest student-run public relations firm in the United States, I have had the opportunity to work on a five-person team to manage the publicity for Benefit Corporations for Good, a benefit corporation certifier based in the Pacific Northwest. In this role, I focus on creating engaging social media content and implementing search engine optimization strategies to improve the company’s digital presence. This position has allowed me to hone my skills in social media strategy, while also deepening my passion for graphic design by creating visually compelling content that aligns with the brand’s message and goals. The experience has not only helped me develop a stronger understanding of digital marketing but has also enhanced my ability to craft content that resonates with target audiences, all while working within a collaborative and fast-paced environment.
Music Discovery Blog
Ever since I can remember, music has been a huge part of my life, and my love for writing and research has only deepened that connection. Through this blog, I have explored the intersection of storytelling, history, and analysis, focusing primarily on my favorite popular genres from the last 50 years. I’ve written pieces like my top 10 favorite dance-pop songs of all time, as well as personal reflections, such as how 90s music brought my mom and me closer. I also enjoy diving into industry trends, as seen in my breakdown of two music industry infographics. Whether I’m dissecting a song’s impact or uncovering hidden gems, my blog allows me to combine my passion for music with my enthusiasm for research and thoughtful writing.
Align Magazine Fall 2022: “The Home Away From Home”
During my first term at the University of Oregon, I had the opportunity to write for Align Magazine, where I explored the significance of dorm rooms as personal and creative spaces for college students. Through interviews with fellow freshmen, I examined how students use their rooms to express their identities, incorporate their interests, and create a sense of comfort in a new environment.
This project allowed me to refine my skills in journalism, interviewing, and storytelling. I conducted in-depth conversations, extracted key insights, and crafted a compelling narrative that combined research with personal perspectives. Additionally, I honed my ability to analyze trends and translate them into engaging content. My work on this piece reflects my strengths in writing, research, and capturing the unique experiences of individuals within a broader cultural context.
Gateway to Media Video Story
In the fall of my sophomore year, I took on the challenge of planning, developing, and producing a video story that highlighted the artistic journey of my classmate, Regan Baros. My goal was to capture and showcase her passion for ceramics and her creative process in the EMU Ceramics Studio. To bring this story to life, I utilized Adobe Premiere Pro, carefully compiling A-roll and B-roll footage while integrating a voiceover. The combination of these elements allowed me to provide an engaging and visually compelling glimpse into Baros’ dedication to her craft, emphasizing her artistic goals, inspirations, and the significance of the ceramics studio in her emotional growth.
Music Industry Campaign Analyses
As part of my JCOM 370 coursework, I conducted in-depth analyses of news releases, which allowed me to develop a strong understanding of how to craft effective news releases. By breaking down the strategies used in high-profile campaigns—such as H&M’s surprise concert with Charli XCX and Dr. Dre & Snoop Dogg’s Still G.I.N. launch—I gained insight into brand partnerships, audience engagement, and the impact of strategic messaging.
These projects strengthened my ability to evaluate publicity efforts, assess stakeholder reactions, and identify areas for improvement in media outreach. Additionally, analyzing music-related campaigns highlighted my ability to merge my passion for the music industry with my communication skills, reinforcing my ability to critically assess marketing strategies while staying attuned to cultural trends.
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