Date of Graduation

Spring 2018

Document Type

Honors Research Project

Degree Name

Bachelor of Arts

Major

Business and Organizational Communication - Public Relations

Research Sponsor

McKenna Vietmeier

First Reader

Julie Cajigas

Second Reader

Juan Contreras

Abstract

The intent of my Honors Research Project is to prepare, execute, and analyze a social media strategy as part of an education campaign for the childhood cancer organization With Purpose. The social media campaign that I created was part of a greater public relations campaign for With Purpose. I worked on a four-person team to develop the campaign for the Public Relations Student Society of America’s 2018 Bateman Case Study Competition.

In order to properly prepare and execute the strategy, I conducted a situation analysis to learn more about With Purpose, set social media goals and objectives to provide direction for the campaign, and planned and created content for each social media platform. Throughout the course of the campaign, I posted content for the campaign’s Facebook, Twitter, and Instagram pages. Additionally, I monitored the pages and engaged with followers to build a base of followers. Preparation and research, along with consistent posting and monitoring allowed me to achieve the social media goals of this public relations campaign.

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