Team
PR Campaigns: Public Relations Agency Final Projects
In my PUR4800 Public Relations Campaigns Capstone at the University of Florida, and my PUR4900 Honors Public Relations courses, my students take on the role of professional strategists in a team-based agency, developing comprehensive public relations campaign plans for real-world brands. This is the cornerstone of the course, designed to bridge academic concepts with industry-standard practices and portfolio-level work. Students work in collaborative teams, integrating stakeholder engagement, audience segmentation, message architecture, media mix strategy, tactical rollout, crisis communication protocols, campaign KPIs, and evaluation metrics.​​ These final projects reflect the high caliber of creativity and collaboration of our PR students.
Global Wellness Branding: Nike + WHO Mental Health Campaign
Objective: Inspire global participation in mental and physical wellness by linking fitness to mental health through social challenges.
Strategy: PESO model, influencer partnerships, UGC storytelling, wellness podcast launch, and branded event series.
Creative Deliverables: Pitch deck, TikTok content ideas, campaign timeline, merchandise and event rollout strategy.
Taco Bell "Stress Less, Sauce More" Campiagn
Objective: Reduce finals week stress among college students through a fun and resourceful on-campus survival kit campaign.
Strategy: PESO model, audience persona development (“Broke Blake”), branded product rollout, and experiential marketing.
Creative Deliverables: Campaign pitch deck, IG post mockups, creative advertising, branded meal boxes, on-campus distribution strategy, influencer collaboration tiers.
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AI For Humanity Campaign
Objective: Reframe public perception of AI by promoting ChatGPT as a responsible educational tool and teacher ally.
Strategy: PESTEL and SWOT analysis, influencer outreach (educators + lifestyle voices), microsite, and PESO-driven social storytelling.
Creative Deliverables: Branded pitch deck, “AI for Teachers” content series, sample influencer scripts, content calendar, campaign timeline.
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Barbie Reimagined: Gen Z Identity Campaign
Objective: Launch Everest as premium legacy-driven watch brand appealing to Gen Z, emphasizing timeless value of analog in a digital world.
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Strategy: Audience segmentation, message framing, PESO, strategic storytelling, reputation building.
Creative Deliverables:Key message matrix, IG content plan, influencer brief, video storyboard, strategic platform highlighting analog prestige for modern audiences.
Taylor Swift: The Eras Tour Fan Loyalty & Storytelling Expansion
Objective: Extend cultural momentum of The Eras Tour via platform-specific content, nostalgia marketing, storytelling-driven digital activations.
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Strategy: Album-era audience segmentation, PESO-driven social media strategy, TikTok trend integration, branded fan interaction experiences
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Creative Deliverables: Instagram carousel, TikTok storyboard, content calendar, fan spotlight campaign plan, influencer brief.
Barbie Reimagined: Gen Z Identity Campaign
Objective: Encouraging Gen Z audiences to engage with Barbie’s evolving brand of intellectualism, productivity, and professionalism.
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Strategy: TikTok & Instagram storytelling, UGC challenges, PESO, cross-platform engagement, productivity collabs, themes- nostalgia, empowerment, and style.
Creative Deliverables: IG carousel, TikTok transformation challenge script, hashtag plan, influencer content brief.
Strategic Social Media Management Student Projects
This selection of student projects highlights how I integrate real-world application into the classroom through hands-on, strategy-driven assignments. From content creation and campaign planning to influencer outreach and analytics, these examples demonstrate the depth of my students' growth in social media storytelling and digital communication. Each project is developed using industry-standard tools and frameworks, guiding students to think critically, create with purpose, and build portfolio-ready work that prepares them for internships, careers, and freelance opportunities.
Influencer-Led Brand Strategy & Social Media Analysis
Students conducted a social media brand audit and strategic assessment for Khloud by Khloé Kardashian, analyzing Instagram and TikTok performance across tone, visual identity, engagement patterns, and platform-specific content strategy. The project examined celebrity brand equity, lifestyle storytelling, and UGC-driven community building, resulting in actionable, data-informed recommendations aligned with Gen Z social media behavior and brand positioning.
Platform-Specific Social Media Strategy
​Executed a visually cohesive, multi-channel content strategy tailored to a Gen Z audience for a wellness-focused brand collaboration. Platform-optimized content including Instagram carousels, TikTok Reels, and cross-platform UGC activations. Campaign narrative leveraged short-form video storytelling, emotional resonance, and influencer-led messaging to drive engagement across Instagram, TikTok, Facebook, & web. Strategy focused on mobile-first layouts, visual rhythm, and clear CTAs, driving conversions across the funnel.​​
Social Media Brand Audit & Strategic Assessment
Students completed a social media brand audit and strategic assessment using industry-standard frameworks, evaluating brand presence across Instagram and TikTok. Through qualitative and quantitative analysis, students identified strategic strengths, gaps, and missed opportunities, translating insights into actionable recommendations focused on audience alignment, brand voice consistency, and community engagement, including UGC and influencer opportunities.​​​
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Integrated Digital Campaign Using UGC, Thought Leadership
The #TeachWithGPT campaign used a multi-platform content strategy featuring visual storytelling, carousel posts, and micro-video Reels to promote AI adoption in education. With UGC-style content, educator testimonials, and emotionally resonant messaging, the campaign activated hashtags like #AIinEducation to boost brand awareness, foster community engagement, and position AI as a classroom empowerment tool.
Gen Z Persona-Based Messaging & Tiered Influencer Outreach
This campaign applied a targeted Gen Z content strategy using the PESO model, audience segmentation, and micro-influencer marketing to boost Taco Bell’s brand affinity during finals week. Hashtag #StressLessSauceMore, UGC-style content, meme-driven storytelling, and platform-specific content across Instagram & TikTok, “Broke Blake” persona via conversational copywriting and emotionally resonant messaging.
Platform-Specific Fan Engagement Strategy
To expand the reach and emotional resonance of The Eras Tour, my students developed a four-part Instagram strategy rooted in nostalgia marketing, UGC amplification, PESO model alignment, and storytelling-driven content segmentation. This approach deepens fan loyalty while showcasing the cultural impact of Taylor Swift’s evolving brand eras.
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Teaching with E-Portfolios
This section features selected student final e-portfolios from my PR Campaigns Capstone, PR Writing, Writing for Strategic Communication, Leadership Communication Capstone, Business and Professional Communication, and Honors Public Relations courses. Across my teaching at UF, UM, UNF, and UCF, I guide students in designing professional, portfolio-ready websites that showcase applied work in social media strategy, digital storytelling, PR campaign development, and strategic communication. These e-portfolios serve as a culminating experience that prepares students for internships and careers in public relations, social media, and digital marketing by emphasizing platform fluency, audience-centered messaging, and industry-aligned presentation of work.
Amber L.
Major: Broadcasting & Engineering
​Minor: Leadership Studies
Stephanie M.
Major: Hospitality Management
Minor: Leadership Studies​
Ebony P.
Major: Biomedical Sciences
Minor: Leadership Studies
Alyssa R.
Major: Biomedical Sciences
Minor: Leadership Studies
Shelly N.
Major: Sportscasting Communication
Minor: Leadership Studies​
Shelly N.
Major: Nursing
Minor: Leadership Studies​
Sierra T.
Major: Business Management
Minor: Leadership Studies
Shelly N.
Major: Communications
Minor: Performing Arts​
Stephanie M.
Major: Environmental Law
Minor: Leadership Studies
Noemi G.
Major: Health Sciences
Minor: Leadership Studies
Team
Creative Advertising Student Projects
This section showcases student-designed advertising work developed as part of full-scale campaign projects in my Honors Public Relations course. Each advertisement was created to support a unified brand positioning strategy, aligning with the campaign’s core message architecture and target audience segmentation. Students applied industry-standard practices in creative concepting, copywriting, visual design, and call-to-action (CTA) development across both print and digital formats. Deliverables include static and carousel ads, branded content, and social ad mockups, all crafted to reflect clear value propositions and persuasive messaging. These projects were designed to simulate agency environments and prepare students for creative roles in advertising, integrated marketing, and brand communications.
Taylor Swift: The Eras Tour Fan Loyalty Advertising Campaign
Students developed a platform-native, big idea rooted in nostalgia and self-identification. Creative deliverables used story arcs, fan-centric CTAs, and branded content across TikTok and Instagram. Assets reflected strong message architecture, visual language, and copy tone, with modular design and conceptual consistency across touchpoints. Executions leveraged UGC mechanics, style guides, and trend integration to deepen emotional engagement. Centers fans as co-creators via interactive storytelling to deepen emotional connection and brand participation.​​​
Live Your Legacy Advertising Campaign
This campaign centered on a big idea that fused brand heritage with modern tech appeal, repositioning analog watches as status symbols in a digital world. Students used emotive brand storytelling, aspirational copy, and sleek art direction to reintroduce the watch as a tool for presence, not distraction. The creative featured a minimalist visual identity, strong design hierarchy, and narrative-driven CTAs. Luxury repositioning, cross-generational targeting students bridged timeless craftsmanship with today’s tech-savvy lifestyle.
Barbie Reimagined: Gen Z Identity Advertising Campaign
his campaign fused co-branding strategy with values-based creative direction, repositioning Barbie through Apple’s lens of innovation, productivity, and design thinking. Students developed a strong big idea centered on identity transformation, executed through a unified visual system, narrative storytelling, and UGC-driven CTAs. Assets included TikTok storyboards, influencer briefs, and aesthetic-forward carousels, showcasing advanced use of art direction, platform fluency, and brand voice integration.