Heelprint 2014-2015

Executive Summary

2014/2015

1heelprint communications

table of contents

Additional Heelprint ProjectsTable of Contents (22)

Doritos: Crash the Superbowl (23)The Portledge School (23)MoveLoot (24)WeMontage (24)Sweet Potato Mousse (25)Millionaires in Training (26)

Changes to Heelprint CommunicationsTable of Contents (27)

Addition of Executive Team Positions (28)Campus Pub (29)Departments (29)Workshops (31)

Heelprint’s CreativeExamples of Creative (32-33)

Table of Contents

Introductory Letter (2)

Executive Team (3-4)

2014-2015 Heelprint Employees (5-8)

Fall 2014 ClientsTable of Contents (9)

External ClientsPlanet Mogul (10)Flashband (11)American DBE Magazine (12)

Internal ClientsInternal: Website (13)Internal: Video (14)

Spring 2015 ClientsTable of Contents (15)

Tar Heel Beginnings (16)Planet Mogul (17)Helping Hand Project (18)Midway Community Kitchen (19)Three Corners Collective (20) Funny Girl Farm (21)


To Whom It May Concern

It has been our pleasure to serve at the helm of Heelprint Communications for the Fall 2014 and Spring 2015 semesters, learning the intricacies and challenges of agency life from the opportunities afforded to us.

Over the course of the past academic year, we have looked inside our organization to improve the way we work. We have focused our energies to begin an evolution in Heelprint with an emphasis on restructuring the internal framework, improving our communication and focusing on professionalism. The base that we have developed through the various trials of agency work has made Heelprint a stronger agency, giving more student-employees the opportunity to develop their creative communication skills and practice setting and surpassing real-world expectations.

Through the course of this document, you will find an extensive review of Heelprint Communications from August of 2014 through April of 2015. With the guidance of our faculty advisor VK Fields, we will continue in this year’s progress to further our mission of providing students with the concrete and professional opportunity to be creative communicators.

With greatest thanks,

James WaughCEO, Heelprint Communications

Kimberly YatesCOO, Heelprint Communications


executive staff

JAMES WAUGH

Chief Executive Officer of Heelprint Communications

Year SeniorMajor Journalism and Mass Communication, Advertising Specialization

About James began in Heelprint as a founder of Heelprint U, a former branch of the agency devoted to serving on-campus clients. After being appointed as CEO, he has focused on bringing Heelprint employees opportunities to connect with other campus organizations and with each other through training events and orientations. By restructuring Heelprint, James has made efficiency and outreach part of Heelprint’s identity.

KIMBERLY YATES

Chief Operating Officer of Heelprint Communications

Year SeniorMajor Journalism and Mass Communication, Public Relations Specialization

About Kimberly joined Heelprint in the fall of 2013 as the producer for the agency’s U.S. Department of State client, with whom she worked through the spring. Upon assuming the position of COO, she focused her role on teaching the importance of client relations within the teams by emphasizing professionalism and responsibility. She has been highly involved with client teams to guarantee that they are acting in a manner befitting Heelprint’s standards.

DYLAN SIMEL

Creative Director of Heelprint Communications

Year SeniorMajor Journalism and Mass Communication, Advertising Specialization

About Dylan joined Heelprint in the Fall of 2012 as a junior designer. After working as a designer for a year, Dylan became Creative Director for the 2013/2014 school year. He was then chosen once again to be Creative Director for the current school year of 2014/2015. Dylan brings someprofessionalism as he has worked in 3 different advertising agencies as an art director. He has an open door policy and loves helping out designers as they work towards becoming better.


executive staff

TAYLOR CHRONIS

Director of Internal Communications for Heelprint Communications

Year SeniorMajor Journalism and Mass Communication, Public Relations Specialization

About : Taylor joined Heelprint as a strategist in spring of 2014 and joined the executive team the next semester. Fulfilling a need of the agency, Taylor has focused on redesigning the website and guaranteeing that is content is updated quickly and accurately. She has also revitalized our social media presence, keeping our internal and external networks update with the latest from Heelprint.

MAGGIE CERCIELLO

Director of Recruitment for Heelprint Communications

Year JuniorMajor Journalism and Mass Communication, Public Relations Specialization

About Maggie was promoted to Director of Recruitment for the Spring 2015 semester after serving as the Director of Campus Pub. Her responsibilities have been to increase the visibility of the agency and the number of students who apply. She implemented a recruitment strategy by organizing orientation events, helping to place new and existing members into suitable positions and teams and providing strategy to Heelprint’s personnel approach.


2014-2015 Heelprint employees

Addie McElwee is a junior Journalism and Mass Communication ma-jor, specializing in Graphic Design and Editing. She joined Heelprint in Fall 2014 as a designer for the Internal: Website team.

Alex Clayton is a Journalism and Mass Communication major, specializing in Graphic Design and Editing. She joined Heelprint in Spring 2015 as a designer for our Millionaires In Training team.

Ally Levine is a junior double major with Journalism and Mass Com-munication major, specializing in Graphic Design and Editing, and Communication Studies, focusing on Media Production. She joined Heelprint in Fall 2014 to design for the Internal: Video team and con-tinued for Midway Community Kitchen in Spring 2015.

Amanda Malloy is a senior Journalism and Mass Communication major, specializing in Public Relations. She joined Heelprint in Spring 2014 and continued through Fall 2014 as a strategist for American DBE Magazine.

Amber Smith is a double major with Journalism and Mass Commu-nication major, specializing in Public Relations, and Communication Studies. She joined Heelprint in Spring 2015 as a strategist for the Helping Hand Project.

Anna Ross is a junior Journalism and Mass Communication major, specializing in Public Relations. She joined Heelprint as a strategist in Fall 2014 working for Thrill City, Buns, and the Internal: Video team. In Spring 2015 she became the producer for Midway Commu-nity Kitchen.

Becka Brown is a junior Journalism and Mass Communication major, specializing in Public Relations. She joined Heelprint for the Fall 2014 semester as a strategist for American DBE Magazine.

Camila Godoy is a senior Journalism and Mass Communication ma-jor, specializing in Public Relations. She joined Heelprint as a strate-gist in Spring 2015 for the Helping Hand Project.

Cassandra Perkins is senior double major with Journalism and Mass Communication, specializing in Strategic Communication, and Polit-ical Science. She joined Heelprint as a strategist in Spring 2015 for the Millionaires in Training team.

Chris Graves is a senior Journalism and Mass Communication major, specializing in Public Relations. He joined Heelprint Fall 2014 as the producer for American DBE Magazine, and he became the producer for Planet Mogul for Spring 2015.

Davis Westbrook is a junior double major with Journalism and Mass Communication, specializing in Advertising, and Economics. He served in Spring 2015 as the producer for Heelprint’s Sweet Potato Mousse client.

Diane Poduch is a double major in Journalism and Mass Communi-cation, specializing in Advertising, and Comparative Literature. She joined the Funny Girl Farm team as a strategist in Spring 2015.

Drew Foster is a sophomore Journalism and Mass Communication major, specializing in Advertising. He joined Heelprint as a strategist for Three Corners Collective in Spring 2015.



Emily Gregoire is a sophomore is a double major with Journalism and Mass Communication, specializing in Editing and Graphic De-sign, and Business Administration. She joined Sweet Potato Mousse as a designer in Spring 2015.

Emma Pendergraft is a junior Journalism and Mass Communica-tion major, specializing in Broadcast and Electronic Journalism. She joined in Spring 2014 with video production and social media interest for the Sweet Potato Mousse team.

Gray Johnson is a senior double majoring in Political Science and History. He joined Heelprint as a strategist in Spring 2014 continuing into Fall 2014 on the Planet Mogul team.

Gwen Renée Smith is a freshman majoring in Journalism and Mass Communication, specializing in Public Relations. She joined Heel-print in Spring 2015 as the producer for Tar Heel Beginnings.

Jackie O’Shaughnessy is a senior Journalism and Mass Communica-tion major, specializing in Public Relations. She began as a strategist for the Fall 2014 Flashband team and continued to work for the client as it became Three Corners Collective in Spring 2015.

Jason Wolonick is a senior Journalism and Mass Communication major, specializing in Public Relations. He began with Heelprint in Fall 2014 as the producer of the Internal: Video team and became a strategist for the Midway Community Kitchen team in Spring 2015. Jason also heads Heelprint’s video department and free-lances to other teams in this capacity.

JoJo Drake is a sophomore Journalism and Mass Communication major, specializing in Public Relations. She produced for Millionaires in Training in Spring 2015.

Jordan Matthews is a Journalism and Mass Communication major, specializing in Advertising. He served as a designer for Flashband,in Fall 2014.

Josh Alexander is a junior Journalism and Mass Communication ma-jor, specializing in Advertising. He joined in Spring 2015 as a strate-gist for Funny Girl Farm.

Jun Chou is a double major with Journalism and Mass Communi-cation and Communication Studies. She joined in Spring 2015 as a strategist and designer for Millionaires in Training.

Kaitlyn Kelly is a senior Journalism and Mass Communication major, specializing in Graphic Design and Editing. She joined Heelprint for the Fall 2014 semester as the designer for American DBE Magazine.

Kate Soliman is a junior Journalism and Mass Communication major, specializing in Public Relations. She joined Heelprint as the producer for the Spring 2015 client Helping Hand Project.

Kathleen Doyle is a senior double majoring in Journalism and Mass Communication and History. She served as a Fall 2014 strategist for Flashband.



Katie Conyers is a sophomore double majoring in Journalism and Mass Communication, specializing in Strategic Communication, and Psychology. She joined the Spring 2015 client, Helping Hand Proj-ect, as a strategist.

Katie McNulty is a senior Journalism and Mass Communication major, specializing in Advertising. She joined as a strategist for the Internal: Website team in Fall 2014.

Lauren Martin is a senior Journalism and Mass Communication major, specializing in Public Relations. She served in Fall 2014 as the producer for Planet Mogul.

Leslie Carlucci is a senior double majoring in Journalism and Mass Communication, specializing in Advertising, and Political Science. She served on the Planet Mogul team in Fall 2014 as a strategist.

Lillian Badgett is a junior double majoring in Journalism and Mass Communication and Political Science. She produced the Funny Girl Farm project in Spring 2015.

Maddie Sweitzer-Lamme is a Journalism and Mass Communication major, specializing in Graphic Design and Editing. She joined the Spring 2015 client, Funny Girl Farm, as a strategist and designer.

Manoj Mirchandani is a senior Journalism and Mass Communication major, specializing in Public Relations. He served in Fall 2014 as a strategist for the Internal: Website team and as a strategist for Planet Mogul in Spring 2015.

Mariah Barksdale is a junior Journalism and Mass Communication major, specializing in Public Relations. She began with Heelprint as a strategist for Flashband in Fall 2014, continuing into Spring 2015 with Three Corners Collective.

Max Bitar is a senior double majoring in Journalism and Mass Communication and Dramatic Art. He began with Heelprint in Fall 2013, staying with the agency through Fall 2014 when he served as a strategist for Planet Mogul.

Meaghan McFarland is a Journalism and Mass Communication major, specializing in Editing and Graphic Design. She worked with Heelprint for Fall 2014 as a designer on the Internal: Website team.

Morgan Trachtman is sophomore Journalism and Mass Communi-cation major, joining Heelprint in Spring 2015 as a strategist for Tar Heel Beginnings.

Morgan Vickers is a freshman Communications Studies major. She joined Heelprint as a strategist for Tar Heel Beginnings in Spring 2015.

Nicole Goldfarb is a Journalism and Mass Communication major, specializing in Advertising. She joined for Fall 2014 as a designer for the Internal: Video team.

Sarah DeWeese is a senior Journalism and Mass Communication ma-jor, specializing in Advertising. Sarah joined Heelprint for the Spring 2015 semester, working as a strategist for the Midway Community Kitchen client.



Sarah Holstein is a senior Journalism and Mass Communication ma-jor, specializing in Advertising. She began with Heelprint in Fall 2013 as a designer and strategist on the U.S. Department of State team. In Fall 2014 she served as a strategist for American DBE Magazine.

Sarah Scott Worth is a double major with Journalism and Mass Communication major, specializing in Public Relations, and Political Science. She joined the Sweet Potato Mousse team in a strategic capacity for the Spring 2015 semester.

Shelby Bass is a senior Journalism and Mass Communication major. She began with Heelprint in Fall 2014 as a designer for Flashband, and she continued in that capacity as the client became Three Cor-ners Collective.

Sofia Enamorado is a junior Journalism and Mass Communication major, specializing in Public Relations. She joined the Tar Heel Begin-nings team as a strategist in Spring 2015.

Tara O’Connor is a junior double majoring in Journalism and Mass Communication, specializing in Advertising, and English. In Spring 2015 she joined the Sweet Potato Mousse team as a strategist.

Taylor Brookhouse is a junior Journalism and Mass Communication major, specializing in Advertising. She joined Heelprint in Fall 2014 working on the MoveLoot client pitch, and in Spring 2015 she joined Funny Girl Farm as a strategist and assisted the executive branch as an internal communication coordinator.

Taylor Sweet is a junior Journalism and Mass Communication major, specializing in Public Relations. She joined Heelprint as a strategist in Spring 2015 on the Planet Mogul team.


client table of contents Fall 2014





Planet mogul

Planet Mogul is focused on encouraging youths to strive for greatness in their careers, showing them the possibilities that can be reached with dedication, determination and the belief in success. Through a board game and workbook, students are taught business essentials and are exposed to a variety of career paths to choose from. It is intended to spark creativity and be a motivator to help kids see themselves as CEOs and entrepreneurs rather than stuck in a negative cycle.

When Planet Mogul came to Heelprint in the beginning of the Fall 2014 semester, the owner already had the graphics and concepts developed and produced. Heelprint’s role was to learn the product and find ways to market the game and workbook by reaching out to potential users and organizations that would benefit from such a specialized product. As the project began, it became clear to the Heelprint team that though the concepts were developed, the product was not ready for distribution. This first hiccup caused a shift in the project’s priorities. Instead of focusing solely on marketing the board game and beginning a plan for distribution, the team turned to an audit of what was working for the game and workbook with potential customers and what might discourage them from purchasing.

The team members brainstormed, identified and visited different potential clients of Planet Mogul in the area to research what the reception of the product would be if it were to be released with no changes. The local YMCA, schoolteachers and the Boys and Girls Club were contacted and the Heelprint team members were able to make suggestions to Planet Mogul based off of these interviews. Possible adjustments recommended included the development of an after-school program surrounding Planet Mogul so to engage the students over a period of time, including parents in the process of learning so that the students had a home base of support, and providing incentives for the students to become engaged in the program.

Though difficulties arose with changing intents of the project and difficulties in communication, the team was able to continue to do valuable work for the client. The fall semester only marked the first half of this project, leaving the Spring 2015 team with the openness to continue advising Planet Mogul on best practices to market and share its product.

Span of Project Fall 2014 Producer Lauren Martin Team Members Gray Johnson, Max Bitar and Leslie Carlucci


Flashband

This project was unique because of how it came to Heelprint. James Waugh, Heelprint’s CEO, brought this client with him from Washington, D.C., where he had interned over the 2014 summer. Flashband is an organization that brings together musicians to practice and perform together, and Heelprint’s agreement with the company was that our team would bring this concept to the RTP area.

To form these bands, musicians come to a “Meet and Jam”, where they will be introduced to other musicians and will be grouped according to the type of music they are interested in playing. After a few Meet and Jams, there is a final performance put on by the groups who have met and rehearsed together through Flashband. Over the allotted time period, Heelprint’s team worked with this concept to build up a social media presence, reach out to other music-affiliated groups and organize Meet and Jams throughout the semester.

Through UNC-Chapel Hill’s music department, the team organized events and publicized them through posters and social media posts, also reaching out to music programs at Duke University and North Carolina State University to encourage people from the RTP area to come to Chapel Hill and the budding music scene in this area.

A contact made through these coordination efforts was with Three Corners Collective, a Chapel Hill-based music collective that places local musicians and groups in venues to play. Heelprint developed a close working relationship with the executive board at Three Corners Collective, and through this, more musicians were able to connect and find places to perform.

As this project continued to evolve, Three Corners Collective approached Heelprint to work with them in the future. After the Fall 2014 contract concluded, the team transferred its skills and acquired knowledge to work for Three Corners Collective in the spring.

Span of Project Fall 2014 Producer James Waugh Team Members Jackie O’Shaughnessy, Mariah Barksdale, Shelby Bass, Kathleen Doyle, and Jordan Matthews


American dbe

American DBE Magazine is a specialized magazine for minority and women-owned businesses that qualify for the Disadvantaged Business Enterprise—DBE—standing according to the criteria set forth by the U.S. Department of Transportation.

The magazine was developed by Shelton Russell, focusing on North Carolina DBEs and providing them with articles and perspectives to help them build up their businesses in the face of adversity. It celebrates the diversity that makes a DBE what it is, and the magazine is targeted toward these businesses specifically.

The primary task of the Heelprint team was to assemble a document to email to potential consumers. The magazine is available via print for a price as well as through the magazine application Issuu free of charge. Part of the team’s challenge was framing the copy of its email to remind and convince people of the benefits of a physical magazine so to increase profits. This aspect of the project involved research on the audience, an audit of American DBE’s strengths as a magazine so to write effective copy as well as create a digital representation that best showed the magazine’s values of providing a professional, applicable and useful magazine for businesses that can benefit from the expertise and experiences of other entrepreneurs.

To supplement these emails, the team designed a printable 4x6 inch information card for Mr. Russell to take with him to conferences to more easily spread information about his magazine. These small cards contained the information of the email and consistent branding with the website and email.

In addition, the team performed a social media audit for Mr. Russell and provided him with ideas and concepts to best identify with his target audience, entrepreneurial business owners. To supplement this work, the team also wrote an article for business owners just starting to use social media as to the specific uses and purposes of the tools they have so to best engage and interact with their audiences.

The work the Heelprint team spanned research and practical application of values to better engage and interact with potential customers to show them how American DBE Magazine can benefit them and their businesses.

Span of Project Fall 2014 Producer Chris Graves Team Members Amanda Mal-loy, Becka Brown, Kaitlyn Kelly, and Sarah Holstein


Heelprint website

Heelprint identified its own need to focus on internal projects as well as those external to the agency, and one project that emerged from that analysis was the Website team. With missing copy and dated information, Heelprint’s execu-tive team found the website to not be reflexive of the caliber work that Heelprint is capable of providing, and as the external image of the agency, a team was assigned to put new life into website.

Heelprint’s Director of Internal Communication, Taylor Chronis, was put in charge of this project to guide a consistent message across the agency’s many platforms of communication. Focusing on both aesthetics and copy, Taylor and her team dove into the driving forces behind Heelprint, identifying the professional and creative veins that run under the student visage.

The result is a cleaner and more easily navigable website with complete information reflexive of the current and recent projects completed by Heelprint. More images broke up the previously text-heavy pages, making the website more aesthetically pleasing and more enjoyable to look through. By adding features such as the blog posts, the team has opened the doors to have people see more about the people behind the agency, making this not just a business, but also a collaboration of young minds. There is a unique and personal side of the agency that the revisions reveal while still portraying the clean professionalism that Heelprint works to maintain. Also made more prominent were the links to Heelprint’s social media pages, which was an important revision revealed when the Website team performed its audit.

It will continue to fall under the purview of the Director of Internal Communication to revise and maintain this progress and to keep advancing it.

Span of Project Fall 2014 Producer Taylor Chronis Team Members Addie McElwee, Katie McNulty, Manoj Mirchandani, and Meaghan McFarland


Heelprint brand video

As Heelprint has passed its fifth-year anniversary, the executive team thought it important to use another medium to promote the agency both on our website and throughout the School of Journalism and Mass Communication. Upon the suggestion of Heelprint’s faculty advisor VK Fields, a team was assembled to fulfill this need.

The creative process behind the video involved first asking the question, “who is this video serving?” Was this to be a video for potential clients or potential employees? The consensus was that it would be to serve a dual purpose, em-ploying a creative medium to show Heelprint’s capabilities and the extent of our services.

The script was written with this in mind, choosing the voice of a student to represent the whole population of our em-ployees. By outlining our services and explaining our context within UNC-Chapel Hill, both potential clients and em-ployees can see the progression that our experiences take from the classroom to real-world application.The images chosen place Heelprint distinctly and definitively within the university setting, showing both our workers and our campus to set an expectation of affordable excellence from a student-run agency. The production compiled visual representations of our creative processes, showing how we work in collaborative groups to engage in and fulfill the terms of the client.

Self-promotion and brand management was a goal of Heelprint’s over the course of the 2014-2015 academic year, and the Video team’s production has helped to better define Heelprint as an agency.

Span of Project Fall 2014 Producer Jason Wolonick Team Members Ally Levine, Anna Ross, and Nicole Goldfarb


client table of contents Spring 2015




Tar heel beginnings

Tar Heel Beginnings is an on campus organization that works to enhance the first-year experience for students through events held during the academic year. Tar Heel Beginnings-sponsored events include Week of Welcome and Fallfest, both of which are well-known and well-attended events around campus, but they are not always associated with Tar Heel Beginnings. This is where Heelprint’s services were needed. In order to connect the organization’s brand with events held throughout the year, Tar Heel Beginnings hired Heelprint to revitalize their social media accounts and to create three videos.

The audit of Tar Heel Beginnings’ social media prior to Heelprint’s involvement was present, but not engaging. Though active on accounts, the client asked Heelprint to help them brainstorm ways to engage people via social media so to interact with the first years and other followers. Through research and analysis of the people currently engaging the Tar Heel Beginnings social media accounts, the team assembled a social media plan of other accounts to engage with, ideas of topics to post, specific posts for Week of Welcome events, and tactics to increase followers at Tar Heel Beginnings events throughout the year.

In addition to the social media work, Tar Heel Beginnings also asked Heelprint to create three videos for distribution during orientation for first years and via social media. The first orientation video went through extensive concepting, leading the team to an engaging and exciting version of moving through campus and learning about all it has to offer. The shorter videos to be shared via social media touch on other unique parts of the first-year experience, focusing both on learning all of the acronyms that Carolina students use as well as UNC-specific advice for starting at college.

Tar Heel Beginnings provided an expansive project to utilize all of what Heelprint has to offer, and in spite of challenges in team and external communication, Heelprint has been able to produce quality work to the client’s expectations.

Span of Project Sping 2015 Producer Gwen Renée Smith Team Members Morgan Trachtman, Morgan Vickers, Sofia Enamorado, and Jason Wolonick


planet mogul

As a continuation of the previous semester’s work, the Spring 2015 team had the responsibility to follow up on the research performed by Planet Mogul’s first team. Having a complete turnover of team members provided an initial challenge, as did the additional difficulty of communication with the client. In order to fulfill the client’s expectations, the team looked critically at the project before them and decided what could be done to improve the Planet Mogul brand.

As they experienced their own difficulty to understand how to use Planet Mogul’s product, the team saw an opportunity to audit the website for improvements and to make the resources currently available more user-friendly for potential customers and users. This process included looking at how these people could be reached and how to best convince them that Planet Mogul is a product and concept worth investing in.

This led to the development of a newsletter explaining Planet Mogul to different audiences as the prior team had defined. By looking critically at what would appeal to each group, the team was able to construct the best message to appeal to the target while maintaining a consistent tone.

In trying to access Planet Mogul through the social media icons on its website, the team also realized that there was room for improvement in how the program was reaching out online. By assembling sample posts for Twitter and Facebook, the team has provided an example for Planet Mogul to follow in the future once the product has launched and made its way to consumers. This social media audit accompanies a website audit, voice recorded by the team members so to explain to the client what broken links or confusing copy on the website may inhibit potential users from pursuing the product further.

When faced with a client that, despite frequent attempts at communication, would not respond, the second Planet Mogul team worked with the information it had to best complete the request of the client and fulfill its obligation as a creative communications team.

Span of Project Sping 2015 Producer Chris Graves Team Members Manoj Mirchandani and Taylor Sweet


helping hands project

A goal of Heelprint’s 2014-2015 executive team was to work for a non-profit, bringing in a client for whom we would work pro-bono. This client was the Helping Hand Project, an organization started at UNC-Chapel Hill by a biomedical engineering student. The Helping Hand Project employs students to design prosthetic hands for children to be made from a 3-D printer. As regular prosthetics are expensive and are quickly outgrown, hands made from the printer are cheaper and able to be made from money donated by benefactors of the non-profit.

As the Helping Hand Project has already begun to receive attention, it has become necessary for the organization to work on its branding, its social media presence and the creation of a website. It was for these three purposes that Heelprint joined with the non-profit. The team has also written an e-newsletter for interested benefactors, thank-you messages for donors and copy for the website.

First in creating a brand identity for the Helping Hand Project, the team concepted ideas for a logo, creating an icon that reflects the mission and name. Having the logo in place led easily into website design, and the team selected a template to accommodate background information for the organization, information about the people who run it, the ability to add copy of testimonials of prosthesis recipients, and a place for people to donate to the cause. Also accessible via the website are the newsletter and the non-profit’s social media.

Prior to Heelprint, the Helping Hand Project had a minimal social media presence. To further legitimize the work being done, the Heelprint team members created social media sites, including Facebook, Twitter and Instagram, and created a weekly plan for what to post and how to engage with other organizations and donors.

Heelprint is thrilled to have been able to work so thoroughly and extensively with such a deserving client, and we look forward to seeing how the work we have been able to contribute will help the Helping Hand Project to grow and change lives.

Span of Project Sping 2015 Producer Kate Soliman Team Members Amber Smith, Camila Godoy, and Katie Conyers


Midway community kitchen

This semester, a Heelprint team worked with Midway Community Kitchen. This is an emerging local business that pro-vides small businesses with an FDA-approved kitchen and restaurant space. It is currently still under construction, but it will be located at the corner of Graham and Rosemary Street. In addition to renting out the space for small food busi-nesses, Midway will offer cooking classes to the community from basic levels to more advanced, specialized courses.

The team was tasked with increasing brand awareness for Midway in the community by helping them become more active on social media as well as creating a Kickstarter campaign video that would help generate funding for the business. To accomplish this, they created several social media accounts for the business and generated content for each platform. They also planned a compelling message for the video that would explain to the audience what effect Midway could have on the community and encourage viewers to donate to and support the brand.

The team’s biggest challenge came down to communicating with our client and discovering her needs for the video. Mid-semester changes in client leadership resulted in shifting expectations and while our team adopted a flexible strategy to accommodate these changing needs, it led to inconsistent goals in the campaign, resulting in an inability to complete a video for the client.

In order to provide Midway with a useful media package, the team responded to the confusion with a direction that we could accomplish on our own. They developed a Guide to Publicity and Style that addressed multiple media platforms and aided with the brand’s future growth. This guide outlined fonts and colors for the brand to use consistently that will establish a sense of flow among the company’s communication. It also included a guide to the different social media platforms with strategies on how to use each of them successfully. Finally, the plan included a section with proposed events that Midway could host when they get up and running to establish a stronger connection with the community and build lasting relationships.

While the semester did not run as fluidly as planned, the team had the real-world experience of adapting to shifting expectations and unexpected obstacles. In spite of it all, as the project reached its end, the team was able to provide work that met the client’s expectations.

Span of Project Sping 2015 Producer Anna Ross Team Members Ally Levine, Jason Wolonick, and Sarah DeWeese


Three corners collective

As a continuation of the previous semester’s Flashband client, this Heelprint team was tasked with expanding the breadth of Three Corners Collective as well as helping to develop the website. Though Three Corners Collective has had past success with finding musicians and placing them in venues, Heelprint has been able to help them to publicize these events and extend the brand to people outside of those already familiar with Three Corners Collective.

The process of extending the website first involved creating the brand. Beginning with logo ideation, the team developed a brand identity for Three Corners Collective from which the website was created. Knowing extensively what information was necessary for the website to accommodate its target audience, the team created content and visuals for the website.

The first phase of creation was developing a home page featuring information about the organization and contact information for reaching the team there. Added features also include a calendar for upcoming musical events, a section dedicated to events in the upcoming week, and a section for featured artists.

A unique feature of Three Corners Collective as an organization is that it has members who join in order to perform, and thus the team thought it important to include a membership feature on the website. It features a separate front page from the home page of the website, including a login system for profiles, videos, links and information about the artist. While it is important to recognize the external interest in the organization, a professional infrastructure for the members is necessary for the internal connections that make the organization run. Accommodating these needs gives Three Corners Collective a fuller website.

The internal and external perspectives of this project gave a holistic view of communications to the team, and having the experience of working both sides of the organization was an exercise in tailoring messages to different audiences within one company.

Span of Project Sping 2015 Producer James Waugh Team Members Jackie O’Shaughnessy, Mariah Barksdale, Drew Foster, and Shelby Bass


funny girl farm

Funny Girl Farm is family-owned 110-acre farm in Durham. For more than 100 years the Crabtree and Patterson fami-lies cleared and worked the land until in 2011, when the farm switched owners and came to be acquired by Adam and Roz Abram – the clients. Since then, Funny Girl Farm has focused on employing technological advances in the farming industry such as sustainable practices and season-lengthening structures. The farm’s produce includes: farm fresh eggs, sweet potatoes, radishes, cantaloupes, kale and much, much more.

Funny Girl Farm’s current strategic communication strategy stems mostly from word-of-mouth, newsletter distribu-tion, website traffic, and burgeoning social media accounts. As they are a fairly young organization they have not yet reached their full communications capacities. The design team was tasked with the creation of a logo. Funny Girl Farm needed a branding image to aid people’s recognition of their produce and give the company an air of professionalism. They began this process by visiting their farm to get an idea of its personality. After this the team went through many, many rounds of sketches for a potential logo. The client was not very specific about what she was looking for, which allowed for creative freedom but also led to some false starts.

We experimented with different mediums, including marker, pencil, and digital, and ultimately settled on watercolor. With this medium, we went through several more rounds of sketches until one caught the client’s eye. The chosen logo is a colorful radish with lettering emanating from leaves of the painted vegetable. The client thought that it captured the essence of the farm and was especially partial to the movement of the piece.

Difficulties with this task included a lack of direction from the client and a lack of artistic/graphic design knowledge on the team, though ultimately both could be overcome. From this task the team gained a lot of real-world knowledge about the delicacies that come with working for a client.

Span of Project Sping 2015 Producer Lillian Badgett Team Members Maddy Sweitzer-Lamme, Josh Alexander, Diane Poduch, and Taylor Brookhouse


additional projects




doritos crash the superbowl

As a collaborative effort to bring together a new year of Heelprint, the first project the agency approached was the creation of an advertisement to enter into the Doritos: Crash the Superbowl Contest. Serving as a way for members to meet as well as a way to launch the newly launched video capability that Heelprint had begun, this video started off the year on a fun and creative note.

Through group brainstorming sessions and volunteers coming together to film and act in the spot, this project gave Heelprint members something to rally around from the very beginning, and that was valuable to moral in the beginning of the year. It also was open to members of the Campus Pub community, a then-new group of applicants waiting for placement on a team, and bringing all of the Heelprint network together on a project was important to emphasize the fun that creative work can be.

Span of Project August-October 2014 Team Members Agency wide

The Portledge School

Heelprint employee Chris Graves contracted the agency on behalf of a family friend to transform a document into a 43-page PowerPoint presentation. Though a straightforward task, this was an exercise in quickly imbibing information, understanding it and turning around a product within a few days. It is not uncommon for clients to spontaneously ask tasks of their agencies, and having an experience where you must devote concentrated periods of time without much advanced notice is valuable in the process of learning about agency life.

Span of Project September 25-September 29, 2014 Team Members Kimberly Yates, James Waugh, Chris Graves, and Bethany Boring


MoveLoot

Another short-term project afforded Heelprint with the opportunity to practice a critical aspect of agency work: pitch-ing. MoveLoot is a furniture-moving company that is especially prevalent in areas surrounding universities. As students often have difficulty finding ways to move furniture after the school year has ended or to a new location for the fall semester, MoveLoot provides a solution.

Heelprint became associated with MoveLoot in the Fall 2014 semester when the executive board was contacted for more information. As the business relationship developed, Heelprint was asked to develop a pitch for what a potential campaign would look like, and as such a temporary team was developed for this purpose. Because of the timing in the middle of the school year, it was not optimal to launch a furniture-moving campaign, but the experience, nevertheless, was a valuable experience in developing ideas to compete for agency business.

Span of Project Fall 2014

Wemontage

WeMontage is a poster creation company that allows customers to submit their photos to be put in a self-stick photo collage. These reusable posters appeal to the students because of their ability to be moved from dorm to dorm, and it was for this target audience that Heelprint was asked to make a video and create an advertisement. After reaching out to the agency via our social media, WeMontage and Heelprint began a collaboration that began as one video and evolved into an additional spot because of our success with their first project. In this short-term situation, Heelprint was able to continue to expand its brand and its repertoire of capabilities.

Span of Project March-April 2015 Team Members Jason Wolonick, James Waugh


Sweet Potato Mousse

Though it began as a semester-long client, the Sweet Potato Mousse team had their project cut short due to unforeseen circumstances.

The project parameters were to provide the budding food product company with social media assistance, giving advice, examples and usable content for various sites, including Facebook, Twitter and Instagram. Additionally the teams began to build marketing lists for connections through which to help the client gain a following and increase the publicity of the product.

To follow, Heelprint was contracted to design a logo and brand image for the new product line. This logo was to accompany a WordPress website for the product, including copy and custom design to appeal to potential consumers and to provide the company with a base of online operations. The third component of the contract included video production to promote the mousse product.

Unfortunately the client had to drop the product line due to circumstances beyond her control, and thus the team was left without a project. Taking this as a learning experience, though we could not control the status of the product, there could have been ways to pursue the project for the sake of creative experience for the team. In the future, Heelprint will be more cognizant of the possibility that clients may have to drop the project suddenly. Instead of leaving a team without the Heelprint experience, an alternative solution could be arranged so students do not also lose the educational experience of agency work. Additionally, a solution for handling the sudden ending of monetary agreement should be considered in the future.

Span of Project Sping 2015 Producer Davis Westbrook Team Members Emily Gregoire, Emma Pendergraft, Sarah Scott Worth, and Tara O’Connor


Millionaires in Training

Intended to be a semester-long client, unforeseen circumstances within Heelprint’s management prevented success for this team. Taking this as a lesson in external factors influencing work production, the inability of management to inter-act with this team stemmed from an extended family emergency. Though a reasonable explanation, client work cannot fall to the wayside as a result, and that lesson is the most prevalent in this scenario.

Millionaires in Training is a program for young children to begin learning the basics of business as part of their teach-ing. VK Fields, Heelprint’s faculty advisor, owns a daycare in Greensboro, N.C. with this as its curriculum. The Heelprint team was to begin a rebranding project, studying and analyzing the current brand awareness and taking the steps to promote a revitalized website and logo.

In future scenarios when the unforeseen affects the ability of a Heelprint team member to work, a prepared plan for delegating responsibilities should be in place. Preparing for all possible scenarios would prevent such a lapse as this, and the combination of a team with all members new to Heelprint and an absent manager was the perfect storm to halt the success of this project.

Span of Project Sping 2015 Producer JoJo Drake Team Members Alex Clayton, Cassandra Perkins, and Jun Chou


Changes to Heelprint

Communications Changes to Heelprint CommunicationsTable of Contents (27)



Addition of Executive Team Positions

Over its short time, Heelprint has grown significantly in number of both clients and employees. As the amount of work to be done increases, so does the need for more staff, and to accommodate this, Heelprint added two new executive board positions: Director of Internal Communications and Director of Recruitment.

Director of Internal Communications

By adding the Director of Internal Communications, responsibility of frequent agency-wide communications and social media updates was removed from the CEO and COO and designated to a specific voice from whom all updates would come. Internal Communication is vital to the success of any organization, and as the dynamics become more complicated with increasing numbers of people and clients, clear, concise and timely information is essential to the agency’s success. Over the course of the Fall 2014 semester, the Director of Internal Communications was also given the responsibility to lead the Internal: Website team so to direct the voice of Heelprint’s online presence in the manner that all other agency communication is conducted.

Because of the newness of these responsibilities and some of the communiqués that fell between the cracks, a social media assistant was designated for the Spring 2015 semester. Frequent postings can be a time commitment, and to allow the Director of Internal Communications more time to dedicate to other messages, the social media assistant was charged with updating Heelprint’s social media accounts with agency events, relevant articles and relevant information.

Director of Recruitment

Growth within the agency’s employees became a significant factor in the fall and spring semesters, and to organize and recruit these new members, Heelprint needed a Director of Recruitment. By helping to organize interest sessions and orientations, the Director of Recruitment became an integral part of the team, managing the incoming members while the CEO and COO focused on the changes surrounding the existing infrastructure of Heelprint. The position is necessary to continue to analyze the way that the agency is perceived by external stakeholders, and having a critical insight as to how to improve the agency is vital to its success.


Additions of heelprint Structure

Campus Pub

The Fall 2014 semester played host to an experiment within Heelprint called Campus Pub. The concept surrounding Campus Pub was providing a networking event between student workers and short-term on-campus projects so that people could be matched with projects. Any people who applied to Heelprint and were not selected for a team were placed in Campus Pub, which still would provide them with opportunities to gain experience as clients needed the agency’s creative expertise.

Campus Pub helped to expand Heelprint’s numbers as more people wanted to be involved with the student-run agency with few spaces available for team members. As spontaneous projects arose, someone from the Campus Pub network would be contacted to complete a project for a client, be it a logo, a flyer, or a press release. The quick collaboration would also show Heelprint who was committed enough to the creative process to perhaps be given a spot on the next available team.

Though Campus Pub was not continued for the Spring 2015 semester, it helped expand the Heelprint brand and put the agency’s name over campus. It also helped to spawn the infrastructural changes within Heelprint in the next semester.

Departments

In the Spring 2015 semester, Heelprint launched another change to its internal collaborative structure in the form of departments. As smaller, short-term projects were coming to Heelprint, the need for a system to access people with certain skillsets became apparent, and as such, the departments were developed.

Few projects that come across Heelprint’s desk ask for one specialized skillset; most projects combine public relations with a graphic element, or video production with an advertising twist. To best accommodate those needs when putting together a client team, the department infrastructure allowed the executive team to pick and choose specific people for various aspects of one project, tailoring the team members to fit the exact parameters of the project.

Heelprint’s departments are public relations, strategy, social media, graphic design, web development and video production. Applicants are asked to indicate their skill level and interest in the categories of their choice, and as such we place them in the de-partment so to gain insight and experience in realms that they have an interest in learning. Though there have still been some rifts in the implementation of these departments, Heelprint is evolving with its members and clients to best suit the needs of both.


Additions of heelprint workshops

Workshops

Once an employee is extended an offer to work at Heelprint, there is a steep learning curve to figuring out how exactly to ap-proach a project strategically and not be overwhelmed to the point of losing one’s creativity. To help students frame their thinking and reenergize their enthusiasm, Heelprint has begun hosting workshops with specific purposes to instruct employees how to best utilize the skills they are learning as employees of Heelprint.

Creative Workshop

The Creative Workshop is an event led by Heelprint’s Creative Director. It is an opportunity to answer questions about design, branding, and Heelprint’s standards for digital work. The creative aspect of ideation can be intimidating to students, especially those who are new to the idea. By holding the Creative Workshop, employees can approach the Creative Director to be given ideas and instructions on how to better frame their thinking about a project and to generate new ideas. In the rush to complete a project by a deadline, sometimes the creative element can fall to the wayside. The purpose of the Creative Workshop is to get the creativity back on track to produce the finest work possible for the client and to teach employees some tips and tricks along the way.

Resume Workshop

Though this year it was unfortunately snowed out, Heelprint planned a workshop with VK Fields to discuss how to use Heelprint to your professional advantage in job interviews and networking events. Students are afforded a great opportunity by working with clients, but unless these employees can reflect on the experience and draw out what was taught and what was learned outside of the physical deliverables, they are not using Heelprint’s name to its full benefit. VK’s Resume Workshop is designed to help stu-dents frame their thinking about the experience and to let the resume description say the most about Heelprint as it possibly can.


Examples of creative


Flyers for heelprint events


table of contents



Changes to Heelprint CommunicationsTable of Contents (27)


Heelprint’s CreativeExamples of Creative (32)

Table of Contents

Introductory Letter (2)

Executive Team (3-4)

2014-2015 Heelprint Employees (5-8)






Documents

Heelprint 2014-2015