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SamanthaMatthews
Public Relations, Social Media, Writing and Photography
Career Portfolio
ABOUT MEHi there! My name is Samantha, but please call me Sam. My friends would say that I’m the most energetic, optimistic and smiley person they know. I’m quirky, bubbly and the type of person to give her all. My passions include excursions with my beloved Nikon D80, being a member of a Division I equestrian team, music, traveling and yoga. I’m a senior at Baylor University in Waco, Texas, majoring in Journalism, Public Relations & New Media with concentrations in business and public relations.
• Go to concerts• Read & write• Go to museums, galleries and festivals• Watch movies
In my free time I like to...
Samantha [email protected]
2430 S. 2nd St. #207, Waco, TX 76706
EXPERIENCE
PR Consulting New York City, New YorkPR Internship May 2018 - August 2018 • Compiled daily, weekly and monthly relevant press and social
media coverage into comprehensive reports for clients.• Helped create an influencer trip for a client including gifting,
events, press/tracking coverage and a final report.• Managed and tracked samples and send outs through Fashion
GPS. Sent them to publications, celebrities and stylists.• Researched relevant articles for specific target pitching and
conducted case studies on upcoming projects for the team.• Managed $10,000 worth in clothing distribution each week.
KWBU - NPR Radio Station Waco, TexasPR Internship August 2018 - December 2018• Created weekly e-newsletters sent to 516 subscribers.
Average open rate of 22 percent and 4 percent click rate.• Designed an integrated marketing campaign complete with
print ads, social media ads and video.• Managed Facebook and Instagram accounts.• Grew social media following on Instagram by 38 percent and
Facebook reach by 84 percent.Baylor UniversityB.A. in Journalism, Public Relations & New MediaDual Concentrations in Business & Public RelationsExpected Graduation: May 2019Baylor Business in Europe Study Abroad: 2017Cumulative GPA: 3.92
• Academic All-American Honorable Mention: 2017 - 2019• Academic All-Big XII First Team: 2017 - 2019• Dr. Gerald Lage Academic Achievement Award Recipient:
2019• President’s Gold Scholarship Recipient: 2015 - present• Member of the Dean’s Academic Honor List (3.7+):
2015 - present• Member of Kappa Tau Alpha (Journalism Honor Society):
2017 - present
• Writing• Copyediting• Social Media• Adobe InDesign, Lightroom and Photoshop• Photography• Microsoft Office Suite
Baylor Equestrian TeamDivision I Athlete August 2015 - present• Commits 25-plus hours per week to practices,
competitions, strength training and team meetings.• Starting member of a nationally ranked team.• Team captain• Letter Winner: 2015 - 2016
Ms. Anntoinette EstebanAccount Executive at Derris
Mr. Joe RileyPresident & CEO at KWBU
Mrs. Jill RichardsonOwner of Opus Equinus Farms
Mr. Kevin TankersleySenior Lecturer at Baylor
254-710-7204
Odyssey Online Waco, TexasBlogger July 2017 - April 2018• Wrote weekly articles ranging from personal experiences to
pop culture and more.• Accumulated more than 5,500 views, interactions and shares.
Hans Dings Stables Heeze, NetherlandsWorking Student June 2016 - August 2016• Worked on a multicultural team that managed 56 sale horses.• Responsible for training eight young horses daily. • Generated more than $500,000 in horse sales.
EDUCATION
HONORS
LEADERSHIP
SKILLS
REFERENCES
Matthews949-922-4825
https://www.samantha-matthews.com
CERTIFICATIONSocial Marketing April 2019Hootsuite
TABLE OF CONTENTS
KWBU InternshipMedia Kit
Social MediaPR Consulting Internship
PhotographyVideoDesignBlog
KWBU EXECUTIVE SUMMARY
NETWORKING LISTNAME POSITION COMPANY EMAIL PHONE
Joe Riley President & CEO KWBU [email protected] 254-710-7888
Kevin Tankersley Senior Lecturer Baylor University [email protected] 254-710-7204
Maxey Parrish Senior Lecturer Baylor University [email protected] 254-710-6346
Brodie Bashaw Station Manager & Producer
KWBU [email protected] 254-710-3695
Ivy Hamerly Chapter President & Senior Lecturer
League of Women Voters & Baylor University
[email protected] 254-710-6576
During my time as a public relations intern at KWBU, I gained a better perspective of how the industry operates. One of my responsibilities was to manage the station’s social media accounts. Successfully, I increased the number of likes and engagements on our posts as well as the overall number of followers. Managing the social media accounts put the importance of social media into perspective for me. I learned just how crucial timing is, how to handle followers who overstep their bounds and how to best target different audiences on social media. Posting and responding to followers was a large portion of my job. My other significant responsibility was the weekly e-newsletter, which was sent to more than 500 people. I’d select 10 weekly relevant articles from sources such as NPR and Texas Standard. Additionally, I’d include all local programs from our station in the newsletter. During this internship, I attended several events such as Waco’s Cen-Tex Hispanic Chamber of Commerce annual banquet and the League of Women Voters - Waco forum (in which KWBU was a partner). I expanded my knowledge of videography, design and writing. I’m grateful to have worked in an environment that was so conducive to learning and gaining hands-on experience.
KWBUNPR STATION
INTERNSHIP
FACT SHEET/BACKGROUNDERInformation sheet briefly addressing several popular KWBU topics.
Facts Frequently Asked QuestionsURL:www.kwbu.org
STATION:103.3 FM
WHAT?KWBU is Waco’s NPR radio station. The station serves an essential role in providing quality public radio programs and services for the enrichment of the lives of Central Texans.
WHERE?Mailing AddressKWBUOne Bear Place #97296Waco, TX 76798-7296
Physical Address2100 River St. Waco, TX 76706Phone: 254-710-3472
How do I become a member?It’s easy! Go to KWBU’s website and click the Ways To Support tab, it’s the fi rst option in the drop-down menu. You can pledge online using our secure form, or if you’re employed by Baylor an automatic payroll deduction is available. Your generous donation is tax-deductible and will help 103.3 FM KWBU continue to provide up-to-the minute news reports and quality programs.
Where can I fi nd the on-air schedule?You can fi nd our schedule on our website under the Schedule tab.
How do I become a program sponsor?Any business or organization in the Greater Waco area is encouraged to become a KWBU sponsor. Following the directions on our website under the Ways To Support tab, you will fi nd our media kit that details the demographics of our listeners, as well as the difference between public radio and commercial radio sponsors.
Can I really donate my car?Yes! In three simple steps, you can donate your car, truck, motorcycle, trailer or boat and recieve a tax-deductible reciept.1. Call us at 877-KWBU-TEX or 877-592-8839.2. We will tow your vehicle at no cost to you!3. Recieve a tax-deductible reciept and help our cause.If calling isn’t your thing, click on the Ways To Support tab on our website, and select Car Donation Program from the drop-down menu. There you will fi nd a donation form and further instructions.
How do I become a volunteer?Thank you for expressing interest in joining the KWBU team! Please email Loretta Howard at [email protected], or call 254-710-7887 for more information about volunteer opportunities.
BackgroundEstablished in 2000, KWBU has been serving Central Texas with NPR programs as well as local segments. With more than 40 programs aired weekly, they are designed to engage, entertain and educate listeners.
Although not fully affi liated with Baylor, this fi ve-staff member team prides itself on providing listeners with up-to-date news and creative, relatable programs.
KWBU opperates under a board of 18 members, one of whom is Baylor University President Linda Livingstone.
BRAZOS VALLEY PUBLIC BROADCASTING FOUNDATION
TALKING POINTSBrief overview of Waco’s NPR station.
LETTER OF INTENT Letter of intent proposing a local business partnership to
cover costs for a lunch during the next pledge drive.
Oct. 21, 2018
Summer ShineOwner, Luna Juice Bar1516 Austin Ave., Suite 3Waco, TX 76701254-498-5122
Dear. Ms. Shine,
On behalf of the KWBU team, I’d like to reiterate our gratitude for volunteering your time during our fall pledge drive. Thanks to you and other generous volunteers, we exceeded our goal by $5,000. We absolutely couldn’t have done it without you.
Fall pledge brought in more than 37 new memberships. This is the most donations we’ve seen coming from new listeners or nonmembers. With this realization, we’ve decided to launch a spring pledge drive. We anticipate additional new listeners pledging their support in the spring. We’re growing in community awareness and would like the opportunity to partner again for our spring pedge drive.
As you know, our volunteers and staff work long hours. To fuel our hard workers, we’re looking for the following tasty treats:
• One tray of rainbow wraps: $60 ($5 per person)• One fruit tray: $35 ($2.90 per person)• One cheese and cracker tray: $30 ($1 per person)
We greatly appreciate an allocation of $125 worth of your nutritious food. In return, we’d promote Luna Juice Bar on our social media accounts, on the air and in our weekly newsletter. We currently have an accumulative audience of more than 17,700 people. Thank you for consideration of our request. You’ll hear from me in a couple days.
Sincerely, Sam MatthewsKWBU Public Relations [email protected]
BRAZOS VALLEY PUBLIC BROADCASTING FOUNDATION
BLOG
It’s that time of year again…pledge season at KWBU!
Thursday, Sept. 28 we’ll kick off our annual Big Membership Event.
The pledge drive will air until Friday, Oct. 5. Surprise appearances, local celebrities and new programs are a few of the things we have lined up!
Our Big Membership Event is a chance for listeners to show their support to KWBU, by becoming a member and/or donating. It’s designed to spark acts of giving among listeners, whether new or established. This is KWBU’s largest opportunity to maximize on-air time and recruit new listeners. What makes this event unique is the 24-hour run time.
So you might be wondering, why do I need to donate to KWBU?
Well, to stay on the air, KWBU relies on generous donations from listeners. Half of KWBU’s funding comes from Baylor University, and the Corporation of Public Broadcasting (CPB) accounts for another 15 percent.
Therefore, a large chunk of our budget comes from smaller subsidiaries and (most importantly) listeners!
We have another exciting update!
We’re adding a second round to our “mug shot” campaign. After taking a two-year hiatus, we brought back the humorous photos that make our mug shot collages.
Stay tuned for weekly posts of our newest mug shot renditions.
Select pledge donors will have the opportunity to join our mug shot campaign as a thank-you.
And yes, you get to keep one of our newly designed KWBU mugs!
BRAZOS VALLEY PUBLIC BROADCASTING FOUNDATION
Photo by KWBU
Sample blog post about the annual Big Membership Event.
PANEL NEWS RELEASENews release about interactive communication strategies, augmented reality and innovation.
For Immediate ReleaseContact:
Samantha Matthews949-922-4825
PUBLIC RELATIONS PROFESSIONALS LECTURE SERIESInteractive Communications Strategies, Augmented Reality & Innovations
Becca Broaddus I CJ Jackson I Shelby Pipken
Nov. 7, 2018
-- END --
(Above left to right) Shelby Pipken, Becca Broaddus and CJ Jackson offer advice to students in Dr. Cassy Burleson’s advanced public relations class.
(Photo by Sam Matthews)
Word Count: 445
WACO, Texas - Becca Broaddus, CJ Jackson and Shelby Pipken spoke with a class of PR interns Wednesday, Nov. 7, 2018.
Jackson, director of Marketing and Communications at Hankamer Business School, has worked at Baylor University for 16 years. One topic Jackson discussed was her department’s desire to push traditional marketing boundaries. “At the business school, our team really values innovation,” Jackson said.
Jackson told students that one year, the business school sent a Christmas card that used gingerbread-scented ink to engage readers. Jackson intended for recipients to associate the smell with fond memories from their personal lives with the card.
Jackson also discussed the importance of video. “As far as the trends are going, I think there’s really neat things going on in video,” Jackson said. “Usually, we want to keep our videos down to little short, snack-sized bites.” Brevity and personalization of video are what Jackson thinks makes people click now.
Broaddhus, publications manager at Hankamer Business School, serves as editor of the Baylor Business Review. Broaddhus, a former student of Dr. Cassy Burleson’s, now works with CJ Jackson, her same supervisor as a PR intern. Both Broaddhus and Jackson were faced with the task of launching the new business school, the Paul L. Foster Campus for Business and Innovation. “We wanted to somehow make the new business school tangible,” Broaddhus said.
This push for innovation led the team to pursue augmented reality to launch the grand opening. “This was a way to get people involved to see what it [the school] would look like,” Broaddhus said.
One of the issues Broddhus and Jackson had to overcome was that their “donors tend to be older and not as adoptive,” Broaddhus said. Thus, making augmented reality promotional pieces not initially conducive to all target audiences. “We had to learn as we went,” Braoddhus said. “We had students walking around teaching the donors how to work the app for augmented reality. Otherwise, we would’ve missed out.”
Shelby Pipken, director of Marketing and Communication for the Baylor Line Foundation and owner and creator of Shelby Nicole Designs, also is a former student of Dr. Cassy Burleson’s. Pipken immediately told students, “Social media advertising is something you need to know off the bat. For social media advertising, it’s all about creating your target audience. It’s a lot more diffi cult than you think.”
Aside from social media, Pipken emphasized the impact of personalization and the difference it can make. Pipken works with donors on a daily basis. To better connect with her target markets, Pipken said, “I make sure they feel known. That they feel important.”
“Everyone likes to feel loved. Everyone likes to hear their name,” Pipken said.
CRISIS PLANOne-page crisis plan to direct the team in the general direction depending on the crisis.
RESE
ARCH
/ANAL
YSIS
ACTI
ON P
LAN
The
follo
win
g st
eps
shou
ld b
e ta
ken
to e
nsur
e th
e co
mpa
ny is
pre
pare
d sh
ould
a c
risis
occu
r:•
Cre
ate
a ge
nera
l pla
n fo
r al
l pos
sible
cris
es.
• C
omm
unic
ate
plan
to a
ll em
ploy
ees/
liste
ners
/don
ors,
and
prov
ide
them
with
a c
opy
of th
e pl
an.
• H
ave
Bayl
or r
epre
sent
ativ
es, la
w e
nfor
cem
ent a
nd m
edic
al p
rofe
ssio
nals
pres
ent,
shou
ld a
cris
is w
arra
nt it
.
Beca
use
ever
y cr
isis
is di
ffere
nt a
nd u
npre
dict
able
, it’s
best
to c
reat
e an
ea
sily
mod
ifi ab
le p
lan,
yet g
ener
al e
noug
h to
app
ly to
any
and
all
crise
s. Th
e pl
ans
liste
d be
low
pro
vide
a g
ener
al g
uide
to a
ny c
risis
that
will
dire
ctly
af
fect
the
stat
ion.
Due
to th
e st
atio
n’s
smal
l siz
e, no
tifyi
ng a
ll em
ploy
ees
will
be
ess
entia
l to
mak
ing
sure
eve
ryon
e is
on th
e sa
me
page
as
each
ste
p is
com
plet
ed.
COM
MUN
ICAT
ION
EVAL
UATI
ON
Afte
r a
crisi
s, th
e fo
llow
ing
step
s sh
ould
be
take
n: re
port
the
crisi
s to
the
corr
ect c
onta
cts,
upda
te li
sten
ers
and
dono
rs, c
reat
e a
rele
ase
to d
etai
l the
cris
is fo
r th
e pu
blic
(exc
ept f
or e
mpl
oyee
va
canc
ies)
, rev
iew
the
curr
ent c
risis
man
agem
ent p
lan
and
mak
e m
odifi
catio
ns (i
f nec
essa
ry),
com
mun
icat
e w
ith p
artic
ipan
ts, a
nd u
se th
e fe
edba
ck fo
r im
prov
emen
ts.
Cri
sis
One
: Bud
get
Cut
1. C
onta
ct b
oard
mem
bers
, don
ors,
empl
oyee
s an
d lis
tene
rs.
• C
all a
ll 18
boa
rd m
embe
rs.
• C
all
a st
aff
mee
ting
with
Bro
die
Bash
aw, C
arla
Her
vey,
Lore
tta
How
ard,
Bill
Lee
k an
d Jo
e Ri
ley.
• U
se s
ocia
l m
edia
pos
ts (
Face
book
and
Ins
tagr
am)
to
anno
uce
the
budg
et c
ut a
nd in
form
list
ener
s of
wha
t the
y ca
n do
to h
elp
(don
ate)
.2.
U
se o
n-ai
r tim
e to
cal
l upo
n lis
tene
rs to
don
ate.
“One
in 1
0
list
ener
s ar
e ac
tual
ly d
onor
s.”3.
C
onta
ct B
ill W
hita
ker,
bwhi
take
r@w
acot
rib.c
om, a
t the
Wac
o
Trib
une-
Her
ald
to w
rite
a pi
ece
abou
t the
bud
get c
ut.
4.
If n
eede
d, r
each
out
to lo
cal T
V st
atio
ns to
sha
re th
e ne
ws.
Cri
sis T
wo:
Em
ploy
ee V
acan
cy1.
Con
tact
boa
rd m
embe
rs (
18)
and
call
a m
eetin
g w
ith t
he
rem
aini
ng s
taff
(4).
2. D
istrib
ute
job
task
s fro
m t
he v
acan
t po
sitio
n am
ong
the
rem
aini
ng s
taff
until
the
em
ploy
ee r
etur
ns o
r th
e po
sitio
n is
fi lle
d.3.
Dep
endi
ng o
n th
e va
canc
y, us
e th
e gu
ide
(alre
ady
crea
ted)
for
the
job
posit
ion;
a s
tep-
by-s
tep
book
list
ing
the
dutie
s of
the
va
cant
job
posit
ion.
4. If
the
vaca
ncy
is pe
rman
ent,
notif
y Pr
esid
ent
Lind
a Li
ving
ston
e an
d th
e C
hair
of th
e Bo
ard
Ben
Lace
y (2
54-3
99-6
113)
.•
Con
tact
Bay
lor
acco
untin
g to
adj
ust p
ayro
ll.
Cri
sis T
hree
: Lig
htni
ng o
r O
n-A
ir T
roub
les
1. C
onta
ct S
teve
Com
er a
t Br
oadc
ast W
orks
to
have
the
issu
e re
solv
ed im
med
iate
ly (9
03-5
09-2
470)
. 2.
Post
on
Face
book
and
Ins
tagr
am t
o no
tify
liste
ners
of
the
situa
tion,
and
incl
ude
an e
stim
ated
del
ay ti
me.
3. If
light
ning
or a
nat
ural
disa
ster
strik
es an
d in
sura
nce
is re
quire
d,
cont
act
Jaso
n C
ook
at B
aylo
r M
arke
ting
Com
mun
icat
ions
(2
54-7
10-8
770)
.4.
Con
tinue
to u
pdat
e lis
tene
rs v
ia so
cial
med
ia o
n a
regu
lar
basis
.5.
Con
tact
Car
l Hoo
ver a
t the
Wac
o Tr
ibun
e-H
erald
to a
lert
liste
ners
an
d do
nors
of t
he o
ff-air
situ
atio
n (c
hoov
er@
wac
otrib
.com
).
BRO
DIE
BA
SHA
WST
ATIO
N M
AN
AGER
254-
710-
3695
Brod
ie_B
asha
w@
baylo
r.edu
CA
RLA
HER
VEY
BUSI
NES
S A
FFA
IRS
MA
NAG
ER25
4-71
0-42
98C
arla_
Her
vey@
baylo
r.edu
LORE
TTA
HO
WA
RDM
EMBE
RSH
IP M
AN
AGER
254-
710-
7887
Lore
tta_H
owar
d@ba
ylor.e
du
BILL
LEE
KAC
CO
UN
T EX
ECU
TIVE
254-
710-
4472
Willi
am_L
eek@
baylo
r.edu
JOE
RILE
YPR
ESID
ENT
& C
EO25
4-71
0-78
88Jo
seph
_Rile
y@ba
ylor.e
du
STAF
F CO
NTA
CT I
NFO
RMAT
ION
BRAZ
OS VA
LLEY
PUBL
IC B
ROAD
CAST
ING
FOUN
DATIO
N
TARGET MARKET ANALYSISResults of researching the station’s listeners and followers on social media.
Typical Target Audience Member:
KWBU has a broad target audience of 17,000 listeners. The median age of our listeners is early 40s. There are two distinct age groups: millennials and those over 45. Most listeners of the station have a greater disposable income.
Communicating the Message:KWBU is a nonprofi t organization that relies primarily on word-of-mouth advertising, social media and partnering with local Waco businesses, to advertise our station to the community. Weekly programs, such as “Downtown Depot,” highlight local businesses. Through social media connections, we share many of the same followers as the businesses we feature. By establishing relationships with businesses on social media, we help promote one another online.
To reach our target audiences, we use a variety of advertising methods. To best reach listeners in their 20s, 30s and early 40s, conversing through social media platforms is essential. Our Facebook and Instagram accounts operate as a medium for the station to reach out to the Waco community, as well as promote various programs we air. With this age range, promotional videos featuring aesthetically pleasing fi lm and photos help captivate their attention.
For listeners 45 years old and up, Facebook is a great tool to connect with listeners online. Videos targeted to this demographic feature stem from an informational approach or recap events KWBU partnered with.
Male Female
49 percent 51 percent
Geographics:Demographics:
Age Percentage of Listeners
12-17 11.9
18-24 13
25-34 26.2
35-44 7.1
45-54 12.5
55-64 16.4
65-plus 12.9 Social Media:Our social media accounts do well when we post engaging pictures of the community. We are currently running a #WhereInWaco campaign. We use engagements coming from posts about local Waco hotspots (or obscure) spots to get a better feel for our followers. We use engagements to reach out to more individuals within the community (friends of followers). For advertisements, we utilize Instagram Stories and Facebook to promote local events and any event we partner with.
Print Publication:We have trade partnerships with several local Waco magazines and newspapers. In return for print ads in a local publication, we advertise the publication on-air. Some of our partners include the Waco Tribune-Herald, the Wacoan and Hewitt Chamber express.
Events:Depending on the event, KWBU localizes advertising to specifi c demographics within their pool of listeners. For example, KWBU partnered with the League of Women Voters, who held a candidate forum that was for the community to engage with local governmental offi cials running for offi ce. The event was blasted on our social media accounts and promoted on-air. There was no target audience restriction pertaining to age, gender, race, income or any other differentiating factors.
BRAZOS VALLEY PUBLIC BROADCASTING FOUNDATION
MEDIA KITCollection of releases, stories and social media plans to announce KWBU’s annual Big Membership Event.
NEWS RELEASERelease intended to share the intent behind KWBU’s annual Big Membership Event.
For Immediate ReleaseSamantha Matthews
KWBU Hosts Annual Pledge Drive
WACO, Texas - KWBU began its annual Big Membership Event (pledge drive) Sept. 27. This weeklong event is the station’s opportunity to raise money to help fund NPR programs that stream on-air.
President and CEO of KWBU, Joe Riley said, “this is our 18th year doing pledge.”
“Virtually all public radio stations do a pledge drive. I’m not sure of any radio station that does any different. It’s the standard way to initiate membership,” Riley said. The annual pledge drive accounts for a portion of the station’s budget that helps them stay on the air.
One challenge for KWBU staff members is how to get people to donate. Carla Hervey, business affairs manager, said, “the challenge is to convey the urgency to the listener that it’s really important to do this and trying to fi nd the right combination of words to get someone to respond.”
“It’s very draining. We’re on air from 6 a.m. till 6 p.m. All staff is included, and it’s very demanding,” Riley said.
To help pass the time during pledge and reduce stress levels, membership manager Loretta Howard reads. “I bring a book and read during breaks after insane times,” Howard said.
Whether it’s convincing listeners to pledge their support, answering phones or working production, pledge at KWBU is nonstop.
As of the most recent tally, the station has raised more than $20,000 and expects donations to pick up over the next four days.
Oct. 1, 2018
--END--
Carla Hervey and Joe Riley prerecord for KWBU’s Big Membership Event. (Photo by Sam Matthews)
BRAZOS VALLEY PUBLIC BROADCASTING FOUNDATION
FEATURE STORYIn-depth story with KWBU’s President and CEO Joe Riley during the fall pledge drive.
Raising Money to Support Another Year On the Air
KWBU, Waco’s NPR station, has run its Big Membership Event since it fi rst appeared on the radio 18 years ago. Already halfway through the weeklong pledge drive, the station has raised more than $20,000.
Pledge is designed to raise money for the station to fund popular NPR programs. “Virtually all public radio stations do a pledge drive,” President and CEO Joe Riley said.
“I’m not sure of any radio station that does any different,” Riley said. “It’s the standard way to initiate membership.”
That being said, Riley said that “fewer than one in 10 listeners [fi nancially] support the station.”
When asked about the best part of pledge, Riley said, “this is when we hear the most from our listeners. What they’re interested in and what they want to put their money behind.”
“This [pledge] keeps us paying attention to our listeners. Our listeners are who we’re here for. It’s our mission,” Riley said.
Carla Hervey, business affairs manager, has been working pledge for the past 16 years. When asked about her favorite part of pledge, Hervey said, “the fact that it’s live is exciting for the listener. The listeners can be challenging for us, but that’s the fun of it.”
“The challenge is to convey the urgency to the listener. That it’s really important to do this and to fi nd the right combination of words to get someone to respond,” Hervey said.
Riley said that, “one of the things that’s hard for us, and all stations, is what are the messages that are going to get people to go, ‘Oh right, I should be supporting this.’”
Riley and staff are faced with needing listeners to donate out of support for the station, rather than guilt or fear that KWBU could be cut. “What do we say to get people to realize it’s not an option, but it’s just the way the station is set up?” Riley said.
“We want to stay positive,” Riley said, noting that calling on listeners’ feelings of guilt or panic is not the way to go.
Loretta Howard, membership manager, is busy during pledge. Howard handles the long hours and stressful days by reading. “I bring a book. I read during breaks after insane times,” Howard said. “Currently, I’m reading ‘Love Does’ by Bob Goff.”
By Sam Matthews
Joe Riley pitches during KWBU’s annual pledge drive. (Photo by Sam Matthews)
BRAZOS VALLEY PUBLIC BROADCASTING FOUNDATION
TWEETSample tweet designed to encourage phone-in and online donations from followers.
@KWBU - Want to contribute to KWBU? Call 254-710-1033 or click here to pledge your support today!
Photo by Sam Matthews
BRAZOS VALLEY PUBLIC BROADCASTING FOUNDATION
MEDIA LIST
1) KWKT-TV (FOX)
2) KCEN-TV (NBC)
3) KWTX-TV (CBS)
4) Waco Tribune-Herald
5) Baylor Lariat
6) Waco Chamber & Business Quarterly
7) The Wacoan
Dean WetherbeeNews Director
Jim HiceNews Director
Bob WaltersNews Director
J.B. SmithManaging Editor
Molly Atchison Editor in Chief
Autumn OutlawDirector of Marketing & Communications
Heather GarciaManaging Editor
BRAZOS VALLEY PUBLIC BROADCASTING FOUNDATION
Contacts the station uses to distribute press and news releases.
EMAIL PITCHProposing an advertising trade partnership between the station and a local newspaper.
Oct. 1, 2018
Mr. J.B. SmithManaging Editor, Waco [email protected]
Dear. Mr. Smith,
Our listeners read your paper. To reach new members, we’d like to partner with the Trib. We share the same consumer demographics and I think it’d be mutually benefi cial. In return for a half-page ad run every Sunday for two months, we’ll advertise the Waco Tribune-Herald over the air during local programming at a time of your choice. We’d like to continue our trade partnership as we have in the past. To further discuss, I’ll be reaching out over the next few days.
Sincerely, Sam MatthewsKWBU Public Relations [email protected]
BRAZOS VALLEY PUBLIC BROADCASTING FOUNDATION
SOCIAL MEDIA
SOCIAL MEDIA NEWS RELEASEIntended to increase awareness about KWBU’s pledge drive and encourage donations from followers.
CONTACTSamantha Matthews
KWBU’s Annual Fall Pledge Drive Exceeds Expectations
CORE NEWS VALUES• The Big Membership Event ran from Sept. 27 to Oct. 5.• $55,095, a new fall-drive record, was raised. Goal for the pledge drive was $50,000.• Funds supplement KWBU’s annual budget to provide quailty NPR programming.• On-air guest appearances from Fiona Bond, Kelly Crain, Amy Davis, Cathi Davis, Austin Meek, Pattie
Orr, Steve Orr, Maxey Parrish, Summer Shine, David Smith and Sam Torres.• Phone volunteers included Kristi Carrillo, Christy Crosby, Don Hughes, Rana Kraman, Steve Orr,
Victoria Rectenwald, Summer Shine, Alfred Solano, Sherri Street and John Ucci. • Most pledges came by phone, rather than online.
QUOTES
• “This is when we hear the most from our listeners. What they’re interested in and what they want to put their money behind,” KWBU President and CEO Joe Riley said.
• “Just the fact that it’s live is exciting,” Business Affairs Manager Carla Hervey said. “Listeners can be challenging for us, but that’s the fun of it.”
• Membership manager Loretta Howard said, “I bring a book. I read during breaks after insane times.”
Facebook: @kwbufmInstagram: @kwbu
2100 River St., Waco, TX 76706www.kwbu.org254-710-1033
Carla Hervey and Joe Riley pitching for KWBU’s Big Membership Event.
Photos by Sam Matthews
Brodie Bashaw signals 10 seconds till break to Joe Riley.
BRAZOS VALLEY PUBLIC BROADCASTING FOUNDATION
INSTAGRAMDuring this internship, I managed the station’s Instagram account. • Grew the number of followers by more than 100 people, a 38 percent increase. • Saw an increase of 26 percent in follower engagement, such as comments,
shares, tags and likes, compared to prior posts.• Like Facebook, our daily picture initiative didn’t receive as much engagement
from followers than our informative or unrelated posts.
Daily Picture Posts
Average Number of Likes
Average Number of Comments
28 1
All Other Posts
Average Number of Likes
Average Number of Comments
18.1 1
FACEBOOKDuring this internship, I managed KWBU’s Facebook presence. • Saw an increase of 30 percent in follower engagements, 84 percent increase in total reach and
1.8 percent increase in page likes.• Compared to our daily picture campaign, #WhereInWaco, our unrelated promotional or informative
posts are more successful at reaching and engaging people. They receive about 100 percent more likes, number of people reached and number of people engaged.
Average Number of Likes
Average Number of People Reached
Average Number of People Engaged
8.2 241.8 38.4
Daily Picture Posts
All Other PostsAverage Number
of LikesAverage Number
of People ReachedAverage Number of People Engaged
17.3 507.7 80.4
#WhereInWaco
When I was brought on as an intern at KWBU my supervisor wanted to start a daily picture posting campaign for our two social media accounts: Facebook and Instagram. The idea behind the campaign is a photograph from somewhere in Waco is posted daily with the hashtags #WhereInWaco, #KWBU and #KWBUDailyPic. We don’t typically disclose the location of the photograph, thus offering a chance for our followers to engage.
INSTAGRAM STORIESInstagram stories posted to promote events, pledge drive and programs.
REPOSTED INSTAGRAM STORIESInstagram stories reposted to our account promoting local programs and guests.
NEWSLETTER
• Features local Friday programs (rotated weekly).• Four Texas Standard articles, five NPR articles and one Marketplace article.• All KWBU’s local programs. • Average open rate of 22 percent and four percent click rate.
NEWSLETTER
INTEGRATED MARKETING CAMPAIGN
Research:
Data suggest our print and direct mail ads are covering the necessary target audiences. We use direct mail advertisements to target new residents of Waco.
The station has trade relationships with the Waco Tribune-Hearld, Wacoan, Hewitt Chamber Express and Waco Today. For Waco Symphony and Waco Civic Theatre, we have a full-page ad in their programs.
After discussing billboard opportunities with my supervisor, we decided that the cost wouldn’t give us the ROI needed to make this a viable option. Thus, that leaves social media as the only channel left untapped.
Analysis:
Our current advertising channels are great at reaching new residents and select target audiences, such as those who attend the theatre or symphony. Our station primarily opperates on trade partnerships. In return for a half-page ad, we endorse the publication on-air. This establishes a feeling of community among listeners and readers.
One area where we can build our brand awareness is online through social media. Through Instagram and Facebook, we can target two target audiences. Instagram tends to be a younger audience that’s drawn more to asethtically pleasing images and ads. Facebook, on the other hand, is geared more toward an informative-based audience that’s typically older. Thus far, there’s been a 38 percent increase in Instagram followers and an 84 percent increase in reach on Facebook.
Communication:
For the social media advertisements I created program posts that feature the time and day each program runs. Utilizing Instagram’s story feature, I’ll include clips describing the station. By saving these brief videos on Instagram, we’re creating a place for social media users to learn what the station’s about.
On Facebook I’ll use an approach that encourages engagement and shares, since that’s how we reach the most people.
We will launch the gift basket contest on Facebook fi rst, to gauge its success. To win, people must share the post, like and tag their friends in exchange for a KWBU winter gift basket.
The print ads I created are designed to grab the reader’s attention. One ad features a startling statistic that will hopefully encourage donations.
Evaluations Criteria:
I’ll record engagements, followers, likes and views we receive in response to these new videos, posts and ads. My goal is to increase brand and program awareness on social media. I’m looking for at least 10 new likes on the Facebook page and 10 new Instagram followers.
These numbers are small; however, it can be hard to convince online viewers to tap the follow or like button. Instead, it’s much easier just to tap and watch a video or share a post. I’d like to see 15 people engage with the Facebook competition.
Overview: My integrated marketing campaign is predominantly dependent upon social media. The station’s digital presence needs to grow in order to be relevant to social media users.
BRAZOS VALLEY PUBLIC BROADCASTING FOUNDATION
IMC OVERVIEWSummary of my IMC designed to increase brand awareness within the community.
PRINT ADFull-page print ad idea to be featured in local magazines.
PRINT ADSQuarter or half-page print ad ideas to be featured in local magazines.
SOCIAL MEDIA CONTEST Social media post promoting a Facebook contest. Intended to encourage follower engagement and increase brand awareness among the community.
Social media ads designed to encourage program awareness and follower engagement.
SOCIAL MEDIA ADS
PR CONSULTINGINTERNSHIP
PRC EXECUTIVE SUMMARY
NETWORKING LISTNAME POSITION COMPANY EMAIL PHONE
Toni Esteban Associate Account Executive
PR Consulting [email protected] 212-228-8181
Matt Kays Vice President PR Consulting [email protected] 212-228-8181
Lauren Levy Account Executive PR Consulting [email protected] 212-228-8181
Rachael Comeau Account Assistant PR Consulting [email protected] 212-228-8181
Ginger Melton Account Assistant PR Consulting [email protected] 212-228-8181
During my time as a fashion public relations intern at PR Consulting (PRC) in New York City, New York, I learned what it means to work in a fast-paced environment. Working at an agency taught me how to not only work on multiple accounts at one time, but to also work with different supervisors. Communicating was essential to my growth as well as my success at PRC.This internship taught me to stand my ground, prioritize and admit my mistakes. My time at PRC expanded my knowledge of social media. I learned the importance of social media influencers first hand, that connections with authors can launch clients and that networking is absolutely crucial to agency life.I learned at a rapid pace during my time here. I never once found myself bored. I thrived working in this environment where I could spread myself across many different responsibilities and use my creativity when possible. My responsibilities included compiling weekly and monthly coverage reports for three clients. Each month, every client was sent a coverage recap (online and print sources where their brand was featured), a coverage report which gauged the number of impressions online or circulation from print, and finally a send out report of where and to whom their clothes and accessories were sent to. I was responsible for managing more than $10,000 worth in clothes every week. I helped work an event that we partnered with eBay and plan an influencer trip for a client. I was entrusted to pick up client products and deliver them directly to stylists in the city. Additionally, I helped research new product lines or possible influencers for clients on social media. A large portion of my job was monitoring social media and saving all media coverage featuring any of our clients. Finally, I was responsible for taking inventory of our client’s products on a weekly basis. Or, when new samples were sent to us, I managed importing and organizing the new samples into our tracking system, Fashion GPS.
• Monitor Instagram and blog accounts of agency and brand influencers for all three clients.
• When a client is featured on Instagram, online or in print, “clip” the coverage - meaning screenshot and format the media clip how the client prefers. (These are inputted into the weekly and monthly reports. Occasionally, if the post is big enough, I’d send our contact for that client an email with the media clip, including the UVM, circulation or followers).
• Manage sample requests from stylists, magazines and editors. This entails locating the pieces for the shoot or occasion and gathering the samples. If on loan, I’d request the samples back and process them into our system to then be sent out again to someone new.
• Compile media contact lists for various occasions and locations.
Occasionally• Manage reservations, gifting and all media coverage for all events with our
clients. • Store runs to pick up needed samples or complete a store-pull for a client.• Assist my supervisor with topical research for possible new campaigns.• Research content creators, authors and influencers that could work for
our clients. • Help run events. Hand out gifts, set up and tear down. Responsible for the
featured goods of the event.
DAILY RESPONSIBILITIES
PHOTOGRAPHY
PORTRAITS
BASEBALL
ANIMALS
NATURE
VIDEO
Recap video highlighting the League of Women Voters event that KWBU partnered with. Video was shared on KWBU’s and the League of Women Voters-Waco’s Facebook pages.
EVENT RECEP
Cumulative Views (Facebook and YouTube): 130-plus
League of Women Voters ForumKWBU partnered with the LWV Waco chapter to provide a forum and meet and greet to the community.
VIDEOThe two videos below are intended to reach a large audience base on Facebook and Instagram.
They are designed to inform viewers about what KWBU is and what the station has to offer. Each video highlights local programming, as well as popular NPR programs such as “Fresh Air,”.
KWBU. Waco’s NPR Station.KWBU’s President and CEO Joe Riley shares what the station is all about.
ProgramsIn addition to NPR programming, KWBU offers local programs designed to inform listeners about community events and introduce prominent people within the community.
DESIGN
PRINT ADSample flyer or print advertisement for a new business venture.
SOCAL MEDIA ADSSocial media ads promoting a new business venture.
PRINT ADSample flyer or print advertisement for a new business venture.
BLOG
SATIREPublished online at www.theodysseyonline.com/11-horse-girl-myths-uncovered.
Reached more than 4,500 views, shares and engagements.
SATIRE
SATIRE
CONFESSIONAL
I’ve been on this earth now for 20 years and I feel somewhat comfortable with knowing who I am. Now, I know it’s impossible for me to know who I truly am at this ripe age, but I’d like to think I’m on the right path to figuring it out. Not until recently, I recognized a familiar pattern reoccurring in my life. I’ve always had this feeling that it existed; however, I just never really did anything about it.
What I noticed was that I often find myself feeling like the odd one out. The person out of place within her friend groups. I’m what you’d consider the quirky one. If you’ve ever seen New Girl, I’m what you might call a Jess. So, why do I do this to myself? Well... I don’t. It just happens. So, I disregard the skeptical looks and the comments that sting a little and hold my head a little higher.
Feeling like the odd one out isn’t an everyday feeling, but there are certain times when it’s more prominent. It’s the little things that add up that make the feeling significant. My music taste, my aspirations, my clothes and my mind all contribute to feeling “odd.”
Published online at www.theodysseyonline.com/being-the-odd-one-out. Reached more than 1,200 views, shares and engagements.
Cover Image Credit: Sam Matthews
CONFESSIONALI wouldn’t say that I have a completely different music taste than my friends. I would describe it as being broader and more historically enriched. In the grand scheme of things this is really nothing, but when I know my friends don’t necessarily like my music, then I’m hesitant to share. For example, I’d love to have a party where 70s music is playing, but that wouldn’t receive the group’s approval.
As far as my fashion goes, it’s still in the works. I haven’t pinpointed a style of my own and I often find myself wishing I had a completely different closet. Clothes help define a person, and I think clothing says a lot about an individual’s character. When you’re the one person that looks out of place in your group it’s just another factor that contributes to feeling like the odd one out.
My perspective on life, or maybe my soul, also contributes to this feeling. I’ve been told that I have an old soul (which is my favorite compliment I’ve ever received). I’ve always felt somewhat out of place no matter my age. I listen to the wrong music and I wear clothes that don’t always portray who I am.
Instead, I was an image of the typical teenage girl when that’s not who I felt like. I also don’t always find myself enthralled with what people my age do. I enjoy a good time and going out, but there’s just this overall sensation that I don’t necessarily fit in sometimes.
The way I think and process things is something entirely different. I don’t know why, but my brain is what might be considered over imaginative. Now, I assume this sounds fairly normal. But, I wouldn’t necessarily consider what goes on in my head to be all that average. It’s difficult to describe what happens other than the vast imaginative and over thinking qualities. Sporadic thoughts, interpretations, images and ideas pop into my head daily at the most random of times. I often feel as though I process things on a whole different level than the people around me.
When you have multiple people tell you that they’d love to see what goes on in your head you realized that maybe this isn’t what everyone else experiences. It makes me question myself and often times keep what I have to say quiet because I don’t want to receive backlash or judgement.
I’ll say this though, I’m entirely comfortable with feeling like the oddball most of the time. I have accepted that it’s who I am, and I don’t wish to change it. It makes me, me. I understand that not everyone will get what I’m about, and that’s okay.
