shelby button's strategic communication writing portfolio
DESCRIPTION
Personality profile, opinion column, print news release, social media news release, client campaignTRANSCRIPT
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section twostrategic communication
writing samples
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Strategic Communication Writing Samplessect
ion
tw
o Personality ProfileJackson Hill Foundation�z Headline: Student creates concer t in honor of his cousin
who died of cancer
�y Sub-Headline: The power of music strengthens and inspires
Print News releaseThe Ladder Alliance�z Headline: The Ladder Alliance celebrates 10 years of service
social media News releaseNew City�z Headline: New City residents practice xeriscaping during
stage 3 water restrictions
opinion columnDowntown Dallas�z Headline: Downtown Dallas needs to “free” up its parking problems
tracylocke intern campaignPizza Hut�z An Overstuf fed Challenge: Pizza Obsessed
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personality
Jackson hill foundationSearch Engine Optimization Headline�z Headline: Student creates concer t in honor of his cousin
who died of cancer�y Sub-Headline: The power of music strengthens and inspires
Twitter Engagement�z @SMU Student creates a concer t of musical wellness in honor of his cousin who died
of #cancer. @JacksonHillFoundation ht tp://bit.ly/fZdQG1 �y Possible hashtags: #cancer, #JamforJackson, #osteosarcoma, #Plano, #music
#powerofmusic, #musictherapy
Linked Information�z “Yellow,” by Coldplay. ht tp://www.youtube.com/watch?v=4dn-uOfHixk�z The Jackson Hill Foundation. www.jacksonhillfoundation.org
Email PitchDear SMU,
Drew Cot ten, a sophomore business management major at the Cox School of Business, formed and created the Jam for Jackson, a summer concer t benefit ting the Jackson Hill Foundation. The concer t premiered in June 2011 in Plano and featured Texas ar tist favor ties such as Jillian Edwards, Jared Schwar tz and Sleeperstar. Cot ten organized all of this while still balancing a full class load.
I thought you might be interested in this stor y about one of your own business majors. He put his passion for music and his business skills towards a philanthropic cause.
For a more detailed inter view please see the at tached information.
Sincerely, Shelby But ton Writing for Strategic Communication student TCU Schief fer School of Journalism
profile
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!!
!Student!creates!concert!in!honor!of!his!cousin!who!died!of!cancer!
The!power!of!music!strengthens!and!inspires!By!Shelby!Button!
!Drew!Cotten!and!Jackson!Hill!weren’t!your!typical!cousins!–!they!were!best!friends.!Travelling!from!Cotten’s!home!in!Dallas!to!Hill’s!home!in!Portland,!their!friendship!was!strong!but!certainly!had!its!obstacles.!!Distance!became!the!smallest!obstacle!of!them!all!when!Jackson!Hill!was!diagnosed!with!the!aggressive!bone!cancer!osteosarcoma.!Friends!and!family!remained!strong!but!in!2005!Hill!died!at!the!age!of!12.!!Hill’s!parents!started!the!Jackson!Hill!Foundation!to!give!back!to!all!of!the!people!and!organizations!that!helped!with!his!fight.!This!little!boy!inspired!his!cousin!to!understand!that!music!can!be!a!form!of!healing.!Cotten!learned!to!cope!with!the!death!of!his!best!friend!by!learning!guitar,!ukulele,!and!piano.!The!inspiration!prompted!Cotten!to!start!an!event!that!allowed!music!to!bring!healing!to!victims!of!childhood!cancer.!!!Cotten,!a!19KyearKold!business!management!major!at!Southern!Methodist!University!in!Dallas,!formed!and!organized!the!Jam!for!Jackson,!a!summer!concert!in!Plano!benefitting!the!Jackson!Hill!Foundation.!The!concert!premiered!in!June!2011!and!featured!Texas!artist!favorites!such!as!Jillian!Edwards,!Jared!Schwartz!and!Sleeperstar.!!!Musical!Inspiration!!Cotten!said!the!inspiration!for!the!concert!came!while!he!sang!a!piano!version!of!the!Coldplay!song!“Yellow”!his!senior!year!of!high!school,!just!after!the!Jackson!Hill!Foundation!was!created.!!!“While!I!was!playing!the!song,!which!was!in!memory!of!Jackson,!my!mind!started!wandering,”!said!Cotten.!“I!thought,!‘Well!I!love!music.!Jackson!loved!music.!And!I!want!to!be!a!part!of!this!foundation!and!want!it!to!grow.’”!!To!the!typical!teenager,!a!Coldplay!song!can!instigate!a!roller!coaster!of!internal!emotions,!but!to!Drew!Cotten,!it!inspired!philanthropic!action.!He!thought!performing!this!song!of!powerful!lyrics!was!his!own!way!of!telling!the!audience!about!his!cousin.!!“I!was!very!happy!with!how!I!was!sharing!his!story!while!performing!the!song!‘Yellow,’”!said!Cotten.!“So!I!said,!‘Well!let’s!do!this!again.’”!!The!light!bulb!clicked.!Cotten!decided!to!create!a!concert!in!honor!of!Jackson.!!Cotten!comes!from!a!large!musical!family.!All!members!of!his!immediate!family!sang!in!the!choir,!competed!vocally!and!appeared!in!various!operas,!shows,!and!musicals.!Performing!on!the!big!stage!is!an!everyday!occurrence!for!the!Cottens.!!!Cotten!jokes!how!Hill!would!always!ask!him!if!he!was!a!good!enough!singer!to!be!on!the!big!stage!himself.!With!reassurance!from!his!cousin,!Hill!would!persevere!on!like!every!other!aspect!of!his!life.!He!just!kept!on!singing.!!“I!thought!a!concert!would!be!a!great!way!to!relay!his!story!to!people!on!a!big!stage,”!Cotten!said.!“And!maybe!his!story!will!inspire!someone!to!do!something.”!Little!did!he!know,!that!“someone”!was!himself.!
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!Thus!began!the!long!process!of!putting!the!whole!thing!together.!Contacting!artists,!finding!a!venue,!renting!equipment!and!developing!marketing!plans!were!typical!tasks!for!this!college!student.!That’s!right;!Cotten!juggled!all!of!the!Jam!for!Jackson!plus!a!full!load!of!classes.!!But!having!a!background!of!music!and!a!loving!network!of!musical!professionals!greatly!benefited!the!advancement!of!the!Jam!for!Jackson.!From!knowing!what!sounds!harmonically!pleasing!to!knowing!how!to!work!the!sound!equipment!–!Drew!was!prepped!for!this!concert!since!his!earliest!days!in!the!choir.!!“Drew!always!knew!exactly!what!to!do,”!Schwartz!said.!“I!think!it!definitely!helped!that!he!came!from!a!musical!background,!and!it!showed!in!the!concert.”!!!So!like!the!Coldplay!song!says,!he!turned!this!passion!for!music!“into!something!beautiful,”!a!beautiful!way!to!heal.!!!Musical!Strength!!!The!Jam!for!Jackson!began!a!new!realm!of!philanthropy!for!its!parent!foundation.!The!Jackson!Hill!Foundation!started!with!a!bicycle!ride!in!Portland,!Oregon,!called!Jackson’s!Ride!the!Gorge.!Funds!from!the!ride!benefit!the!newly!opened!Jackson!Hill!Wellness!Center,!a!place!for!families!who!spend!most!of!their!time!at!the!Randall!Children's!Hospital!at!Legacy!Emanuel!in!Portland!due!to!a!diagnosed!child!or!sibling.!!!What’s!the!reason!behind!this!emphasis!on!exercise?!Well,!it!came!from!Hill!himself.!Hill!actively!participated!in!sports!until!the!day!he!was!hit!on!the!football!field!and!taken!in!for!an!XKray!where!doctors!discovered!a!tumor!in!his!leg.!This!news!prevented!him!from!participating!in!sports!ever!again.!!“That!didn’t!keep!him!from!being!strong!though,”!said!Cotten.!“He!one!time!challenged!me!to!a!push!up!contest.!He!did!100!–!I!did!about!20.”!!But!physical!strength!isn’t!the!only!thing!it!takes!to!be!strong.!Music!helped!the!family!heal!after!Jackson’s!death!and!the!Jam!for!Jackson!aimed!to!help!others!in!the!same!way.!!!“Music!itself!is!a!sort!of!wellness,”!said!Cotten.!“I!found!myself!several!times!during!the!concert!sitting!there!and!smiling.!Music!from!great!musicians!just!makes!me!feel!good!inside.”!!That’s!exactly!what!Cotten!aspired!to!recreate!–!a!musical!“wellness”!for!the!soul.!!!“I!completely!believe!in!the!power!of!music.!Otherwise!I!wouldn’t!be!in!this!business!”!said!Jared!Schwartz,!performer!at!the!2011!Jam!for!Jackson.!Schwartz!wrote!and!performed!the!song!“No!More!Darkness”!in!honor!of!Jackson.!The!song!was!another!musical!way!to!share!Hill’s!story.!!Hundreds!of!people!attended!the!Jam!for!Jackson!on!June!3,!2011,!to!get!their!own!taste!of!musical!strength.!To!hear!updates!on!The!Jackson!Hill!Foundation!and!future!Jam!for!Jacksons,!please!visit!www.jacksonhillfoundation.org.
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Question!and!Answer!!Drew!Cotten!a!19KyearKold!business!management!major!at!Southern!Methodist!University!in!Dallas,!formed!and!organized!the!Jam!for!Jackson,!a!summer!concert!in!Plano!benefitting!the!Jackson!Hill!Foundation.!Jackson!Hill!was!his!cousin!and!best!friend!who!died!at!the!age!of!12!from!the!aggressive!bone!cancer!Osteosarcoma.!Cotten!reflects!on!his!experience!creating!the!Jam!for!Jackson!in!a!recent!interview.!!Q:!I!know!Jackson!was!your!cousin,!but!can!you!describe!your!relationship!a!little!bit?!A:!Didn’t!know!him!too!well!because!they!did!live!in!Oregon.!But!when!Jackson!was!diagnosed!my!aunt!and!my!mom!both!thought!well!Drew!is!only!a!year!older!than!Jackson.!I!think!they!get!along!well.!It!would!be!nice!for!Drew!to!come!up!and!visit.!So!I!went!up!and!visited!the!summer!after!he!was!diagnosed!for!about!a!month.!Jackson!really!did!become!my!best!friend!at!the!time.!He!was!my!cousin!and!my!best!friend.!!!Q:!What!was!your!first!memory!of!the!Jackson!Hill!Foundation?!!A:!We!were!doing!the!third!Jackson’s!Ride!the!Gorge!in!partnership!with!Northwest!Sarcoma.!We!also!wanted!to!target!the!children!who!were!afflicted!with!osteosarcoma!specifically.!We!wanted!to!help!people!who!were!going!through!that!because!we!could!relate!to!it.!We!were!sitting!around!a!table!with!a!few!of![my!aunt!and!uncle’s]!friends!and!we!starting!brainstorming!more!goals.!This!brought!about!the!birth!of!the!Jackson!Hill!Foundation.!!Q:!What!do!you!remember!about!your!aunt!and!uncle!during!those!times?!!A:!My!aunt!and!uncle!are!really!are!two!of!my!biggest!personal!heroes.!They!dealt!with!the!loss!of!their!son!by!turning!what!they’ve!experienced!into!something!that!could!one!day!help!others.!They!definitely!had!great!a!bit!of!energy!and!desire!to!put!this!together!which!is!what!made!it!successful.!!Q:!So!what!was!the!inspiration!for!the!Jam!for!Jackson?!!A:!My!inspiration!for!the!Jam!for!Jackson!was!while!I!was!playing!“Yellow”!at!a!show!my!senior!year.!That!was!a!song!a!performed!for!Jackson.!While!I!was!playing!that!my!mind!started!wandering.!I!love!music.!Jackson!loved!music.!And!I!love!this!foundation!and!want!it!to!grow.!How!great!would!it!be!if!through!music!I!could!share!Jackson’s!story!to!more!people?!I!was!very!happy!with!how!I!was!sharing!his!story!while!performing!the!song!“Yellow.”!So!I!said,!“Well!let’s!do!this!again.”!Music!is!powerful.!!Q:!Did!you!have!Jackson!in!mind!when!you!first!chose!the!song!to!perform?!A:!It!started!off!just!being!a!fantastic!piano!reduction!of!the!song.!Jackson!is!an!everyday!part!of!my!life.!As!I!was!practicing,!I!just!started!thinking!of!Jackson.!I!thought!this!is!a!great!way!to!relay!his!story!on!a!big!stage.!And!maybe!his!story!will!inspire!someone!to!do!something.!!Q:!So!then!did!Jackson!like!music?!A:!Yes!!He!was!always!asking!me!if!he!was!good!enough!to!be!in!the!choir!and!perform!on!the!big!stage.!!!Q:!Your!family!is!big!into!music.!How!did!that!play!a!role!in!the!Jam?!A:!It!was!super!helpful.!Knowing!what!sounded!good,!how!something!like!that!should!be!run!and!even!down!to!understanding!how!the!sound!system!should!run!was!extremely!helpful.!And!learning!how!to!deal!with!people!in!whatever!way!from!Michael!Lysinger!and!Laura!Taylor,!directors!at!Pearce!High!School,!was!also!essential.!!!!
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Q:!What!skills!that!you!have!helped!shape!the!Jam!for!Jackson?!!A:!I!don’t!like!to!talk!about!myself!much!but!I!think!I’m!pretty!good!at!making!something!out!of!nothing.!With!the!Jam!for!Jackson!I!didn’t!want!to!put!the!Jackson!Hill!Foundation!in!any!possible!risk!of!losing!money.!I!decided!we!aren’t!going!to!spend!any!of!the!Foundation’s!money,!we’re!going!to!raise!it!all.!I!think!the!fact!that!I!can!take!some!money!and!turn!it!into!more!money!was!helpful.!!Q:!There!seems!to!be!a!big!emphasis!on!health,!wellness,!and!exercise!with!the!Jackson!Hill!Foundation.!What!was!the!cause!of!that?!The!main!focus!there!is!the!Jackson!Hill!Wellness!Center.!It’s!designed!for!the!children!and!the!families!who!are!going!through!treatment.!It’s!so!people!can!be!in!a!hospital!but!not!feel!like!a!hospital.!Fitness!is!a!really!good!way!to!let!go!and!just!channel!and!vent!all!your!emotions.!We!incorporated!that!a!lot!into!the!Wellness!Center.!!!Q:!Was!Jackson!really!into!sports?!!A:!The!reason!they!discovered!Jackson’s!tumor!was!because!he!was!hit!while!playing!football.!They!went!to!the!hospital!to!get!an!XKray!to!determine!what!was!going!on.!That’s!how!they!diagnosed!him!and!after!that!he!was!not!able!to!participate!in!sports!anymore.!That!didn’t!keep!him!from!being!strong!though.!He!challenged!me!to!a!pushKup!contest!one.!He!did!100!–!I!did!about!20.!!Q:!What!is!the!connection!between!the!Jam!and!this!theme!of!wellness?!A:!Music!itself!is!a!sort!of!wellness.!I!found!myself!several!times!during!the!concert!sitting!there!and!smiling.!Music!from!great!musicians!just!makes!me!feel!good!inside.!I!think!music!itself!just!makes!you!smile.!Simple!as!that.!!!Q:!Will!you!describe!the!process!about!creating!the!Jam!for!Jackson.!What!steps!did!you!have!to!go!through?!A:!The!first!thing!was!to!go!see!a!psychiatrist!to!make!sure!I!wasn’t!crazy.!The!biggest!part!of!this!was!figuring!out!this!was!going!to!cost.!We!looked!at!a!costKbenefit!standpoint.!Judging!likelihoods!based!on!different!artists!that!I!thought!we!could!get!at!different!prices.!From!there!I!went!on!and!contacted!different!artists!–!Ben!Rector,!Sleeperstar,!The!Civil!Wars.!The!venue!came!along!sometime!later.!There!was!some!insurance!that!came!along!with!that.!We!got!super!lucky!with!that!great!location!in!Plano.!Then!there!was!the!whole!idea!of!marketing.!It!just!all!kind!of!snowballed!!And!then,!hey,!there’s!the!day!of.!!
!!!
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Tweet:!!Student!creates!a!concert!of!musical!wellness!in!honor!of!his!cousin!who!died!of!#cancer.!#PowerofMusic!
@JacksonHillFoundation!http://www.youtube.com/watch?v=4dnKuOfHixk!
!
Linked!information:!“Yellow,”!by!Coldplay.!http://www.youtube.com/watch?v=4dnKuOfHixk!
The!Jackson!Hill!Foundation.!www.jacksonhillfoundation.org!!
!
Email!Pitch:!Dear!SMU,!
!
Drew!Cotten,!a!sophomore!business!management!major!at!the!Cox!School!of!Business,!formed!and!
created!the!Jam!for!Jackson,!a!summer!concert!benefitting!the!Jackson!Hill!Foundation.!The!concert!
premiered!in!June!2011!in!Plano!and!featured!Texas!artist!favorties!such!as!Jillian!Edwards,!Jared!Schwartz!
and!Sleeperstar.!Cotten!organized!all!of!this!while!still!balancing!a!full!class!load.!
!
I!thought!you!might!be!interested!in!this!story!about!one!of!your!own!business!majors.!He!put!his!passion!
for!music!and!his!business!skills!towards!a!philanthropic!cause.!
!
For!a!more!detailed!interview!please!see!the!attached!information.!
!
Sincerely,!
Shelby!Button!
Writing!for!Strategic!Communication!student!
TCU!Schieffer!School!of!Journalism!
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Peer!editing!sheet,!assignment!3!(Personality!Profile)!Writer’s!name:!Peer!editor!names:!!
First!read!the!story.!!Go!ahead,!right!now,!I’ll!wait.!Next,!think!again!about!these!issues,!and!make!comments!to!improve!the!story.!
1. !What’s!the!most!interesting!information!in!the!story?!(highlight!it!in!yellow!for!first!peer!editor;!
green!for!second!peer!editor)!!Is!it!in!the!right!place?!!Does!the!writer!make!the!best!use!of!this!
information?!Why!or!why!not?!How!could!this!information!receive!more!attention,!if!you!think!
it’s!been!neglected?!
I!like!the!aspect!of!have!music!as!being!a!source!of!wellness,!I!think!that!really!helps!tie!in!all!aspects!of!
your!story!together.!Nice!lead!into!it!with!“But!physical!strength!isn’t!the!only!thing!it!takes!to!be!strong…”!
!
Maybe!try!to!se!“to!understand”!instead!of!into!understanding!in!the!first!paragraph?!Should!“Jam!for!
Jackson”!be!in!quotation!marks!maybe?!I!am!not!sure.!!
I!really!like!how!you!delay!how!the!cancer!was!found!rather!than!put!it!the!lead.!!
Wonderful!quote!usage.!!I!also!really!like!that!you!got!a!quote!from!Schwartz,!the!performer.!!!
Love!the!last!line.!It!really!ties!the!story!together!nicely.!!
!
2. Give!the!paragraph!number(s)!of!the!summary!or!nut!graf.!What!other!info!might!belong!here?!
Paragraphs!2!and!3K!possibly!even!1.!You!tied!in!all!the!important!information,!Jackson,!Drew,!Ride!the!
Gorge,!Jam!for!Jackson!and!parent!foundation!
The!second!and!third!paragraph.!I!think!you!have!all!of!the!necessary!information!to!explain!this.!!
!
3. What!do!you!still!need!to!know!to!make!sense!of!the!main!subject?!
Possibly!ending!with!reminding!the!audience!that!music!brings!healing!
More!of!a!description!of!Drew’s!appearance!or!personality?!
!
4. Think!about!the!theme!of!this!profile,!and!name!it!here:!!!!!
How!do!you!know!this!is!the!theme?!!Is!the!theme!present!in!the!opening!and!closing!of!the!
story?!
!
Drew!Cotton!seeing!that!music!could!bring!healing!and!how!his!story!with!Jackson!brought!about!this!
organization!that!could!do!the!same!for!others.!
Theme!because!music!and!healing!are!the!focus!behind!most!of!the!paragraphs!
Possibly!for!the!last:!turned!this!passion!for!music!“into!something!beautiful.”!Have!that!connect!back!to!
the!“beautiful”!being!healing!to!those!who!have!been!touched!by!cancer!
!
Theme:!To!keep!the!spirit!of!a!friend!alive!and!incite!healing!through!music!and!helping!others.!Yes,!I!think!
that!it!is!part!of!both!the!beginning!and!ending!paragraph.!!
!
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Downtown DallasSearch Engine Optimization Headline�z Downtown Dallas needs to “free” up its parking problems
Twitter Engagement�z Downtown Dallas needs to “free up” their parking problems. Literally. #freeparking
#downtowndallas @dtowndallasinc�y Possible hashtags:#freeparking, #downtowndallas, #Dallas�y Possible handles: @1500Marilla, @Dallas_Observer, @DallasNews
Blog Engagement�z Dallas Blog:
Oh the classic American struggle – where to park. The problem almost makes me just want to stay home on a weekend night rather than at tempt the struggle or pay an extraordinary amount for a few hours of fun. I find that downtown Dallas experiences this problem more than others… or at least more than our neighbors over in For t Wor th. Why can’t we have free downtown parking like them? Why can’t Dallas get the hint? Dallasites unite for free parking! [Inser t link to opinion column]
�z Downtown retailer’s Blog: There was a time when downtowns had more nightlife activity than uptowns. Ah, the good ol’ days. What’s the problem for us struggling downtown retailers? Well, it’s more like the struggle for our customers: parking. If there isn’t a way to easily and cheaply park in downtown, there’s no way customers are going to want to come here. My vote is for Dallas to take a look at the For t Wor th model of free downtown parking. It worked for them, and it works for me. For a happier, healthier downtown Dallas we need free parking! [Inser t link to opinion column]
opinion column
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Downtown&Dallas&needs&
to&“free”&up&its&parking&
problems&
&
By&Shelby&Button&
Parking:&it’s&a&frustration&we&TCU&students&
are&well&aware&of.&But&we&also&are&able&to&catch&
a&little&sigh&of&relief&when&we&head&downtown&
and&can&enjoy&dinner&or&a&show&without&having&
to&wonder&if&our&car&is&getting&booted.&Scoot&on&
over&to&Dallas&and&you&will¬&see&the&same&
courtesy.&
I&am&a&proud&DFW&native.&I&grew&up&in&the&
suburbs&of&Dallas&but&spent&a&lot&of&time&at&my&
church&in&downtown&Dallas.&Then&for&college&I&
moseyed&on&down&IH30&to&TCU&in&Fort&Worth.&I&
love&both&cities&equally,&but&they&obviously&have&
their&pros&and&cons.&&
When&it&comes&to&downtown&parking,&Fort&
Worth&has&a&popular&and&accessible&free&parking&
plan,&and&Dallas&needs&to&jump&on&bandwagon.&
Fort&Worth&saw&a&parking&problem&in&the&
‘80s&when&its&downtown&life&was&suffering.&
"We&strove&to&instill&more&vitality&into&the&
initial&success&of&Sundance&Square,”&said&Ed&Bass&
in&a&2008&Fort&Worth&Weekly&article.&“The&
classic&urban&theorists&say&you&have&to&have&
people&working,&living,&shopping&and&enjoying&
to&make&a&real&city.&We&believed&that&and&I&think&
we&have&proven&it&correct."&&
Downtown&Fort&Worth&has&more&than&3,000&
free&parking&spaces&on&nights&and&weekends&in&
over&15&garages&and&street&meters.&The&spaces&
are&funded&by&a&Tax&Increment&Finance&District&
(TIF).&
“Back&then,&retail&in&downtown&was¬&
going&good,&and&there&was¬&much&of&it,”&said&
Bill&Boecker,&president&and&CEO&of&Sundance&
Square&Inc.&in&the&1990s.&“And&because&we&were&
competing&with&suburban&shopping&malls,&free&
parking&became&what&we&needed.”&
Apparently&this&downtown&development&is&
working.&Fort&Worth&was&given&the&Urban&
Award&in&2010&and&named&an&AllHAmerican&City&
for&the&third&time&in&2011.&
Other&cities&such&as&San&Jose,&Pittsburgh,&
Nashville&and&Austin&have&also&implemented&
free&downtown&parking&programs&and&have&
seen&the&benefit.&
The&hope&is&that&by&creating&free&parking&in&
downtown&areas,&people&will&be&more&likely&to&
go&downtown&and&spend&money&on&food,&drinks,&
retail&and&entertainment,&resulting&in&economic&
stimulation.&
One&of&the&findings&from&the&Dallas&360&
Parking&Study&Strategic&Plan&stated,&“Charging&
for&parking&on&weekends&is&counterproductive&
to&attracting&retail&business.”&&
It’s&hard&to&be&a&large&metropolitan&area&
when&downtown&nightlife&suffers.&Look&at&the&
greats&–&New&York,&L.A.,&Chicago&–&they’re&all&
hopping&with&activity&when&the&quitting&bell&
rings.&But&anyone&who&has&been&to&those&cities&
knows&that&free&parking&there&is&a&laughing&
matter.&The&difference?&Those&cities&already&
have&a&defined&nightlife&scene&and&large&tourist&
base.&
On&the&other&hand,&Dallas,&ranking&No.&9&in&
the&US’s&biggest&cities,&turns&into&a&ghost&town&
when&5&o’clock&hits.&All&cars&seem&to&
automatically&appear&on&Central&Expressway&in&
traffic&jam&form.&
Another&finding&from&the&Dallas&360&Plan&
stated,&“Changing&people’s&perceptions&of&how&
to&access&downtown&would&go&a&long&way&in&
changing&their&perceptions&of&downtown.”&
Dallas’s¤t&philosophy&is&that&paid&
parking&garages&are&the&best&option&since&they&
can&generate&revenue&for&the&county.&However,&
according&to&a&Dallas&Morning&News&article,&the&
city&has&experienced&problems&of&people&
breaking&through&the&exit&gate.&Not&only&does&
this&cause&physical&damages&that&Dallas&has&to&
pay&out&of&pocket,&but&it&also&results&in&multiple&
people&reaping&the&benefit&of&this&unintended&
free&parking&via&vandalism.&&
And&the&most&commonsense&question&of&
them&all:&Does&it&make&sense&to&keep&
maintaining&parking&garages&that&are&costly&(and&
consistently&losing&money)&when&the&spots&
aren’t&even&close&to&filling&capacity?&
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The&overHarching&goal&is&that&residents&will&use&the&Dallas&Area&Rapid&Transit&(DART)&system&to&make&their&commutes&in&this&spread&out,&flatHlanded&city.&And&for&major&city&events,&where&attendees&are&thinking&ahead&about&parking&problems,&they&are&using&the&light&rail.&Ridership&tripled&during&the&Mavericks&championship&playoffs&in&2011,&according&to&the&DART&website.&&
But&until&we&get&the&DART&system&as&efficient,&popular&and&widespread&as&the&New&York&City&Subway,&these&green&initiative&hopes&will&still&cumulatively&decline.&The&numbers&show&that&more&people&were&using&the&DART&system&in&1998&than&they&were&in&2011.&&
The&city&of&Dallas&is&in&a&time&of&growth.&With&a&steady&increase&in&population&and&the&additions&of&the&AT&T&Performing&Arts&Center&and&a&new&public&park&over&Woodall&Rogers&Freeway,&the&downtown&area&needs&to&find&ways&to&suit&visitors&in&every&aspect&of&their&downtown&experience.&
“Parking&is&a&crucial&factor&in&how&people&decide&where&to&go&and&where&to&be&entertained,”&said&Dan&McGraw&of&Fort&Worth&Weekly.&When&people&can&easily&get&downtown,&they&are&more&likely&to&want&to&spend&time&there.&
Dallas,&it’s&time&to&learn&a&lesson&from&your&neighbors.&Free&downtown&parking&on&nights&and&weekends&would&make&for&a&happier&and&healthier&city.&
Shelby'Button'studies'Strategic'Communication'at'Texas'Christian'University'in'Fort'Worth,'Texas.'She'may'be'contacted'at'[email protected].&&
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Tweet:&Downtown&Dallas&needs&to&“free&up”&their&parking&problems.&Literally.&#freeparking&#downtowndallas&@dtowndallasinc&&Dallas&Blog:&&Oh&the&classic&American&struggle&–&where&to&park.&The&problem&almost&makes&me&just&want&to&stay&home&on&a&weekend&night&rather&than&attempt&the&struggle&or&pay&an&extraordinary&amount&for&a&few&hours&of&fun.&I&find&that&downtown&Dallas&experiences&this&problem&more&than&others…&or&at&least&more&than&our&neighbors&over&in&Fort&Worth.&&Why&can’t&we&have&free&downtown&parking&like&them?&Why&can’t&Dallas&get&the&hint?&Dallasites&unite&for&free&parking!&[Insert&link&to&opinion&column]&&Downtown&retailer’s&Blog:&There&was&a&time&when&downtowns&had&more&nightlife&activity&than&uptowns.&Ah,&the&good&ol’&days.&What’s&the&problem&for&us&struggling&downtown&retailers?&Well,&it’s&more&like&the&struggle&for&our&customers:&parking.&If&there&isn’t&a&way&to&easily&and&cheaply&park&in&downtown,&there’s&no&way&customers&are&going&to&want&to&come&here.&My&vote&is&for&Dallas&to&take&a&look&at&the&Fort&Worth&model&of&free&downtown&parking.&It&worked&for&them,&and&it&works&for&me.&For&a&happier,&healthier&downtown&Dallas&we&need&free&parking!&[Insert&link&to&opinion&column]&
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news release
The ladder allianceSearch Engine Optimization Headline�z The Ladder Alliance celebrates 10 years of service
Search Engine Optimization Tags�z The Ladder Alliance, For t Wor th, Texas, Nonprofit, Wor thington Hotel, Computer skills,
Service, Anniversary, Tools for success
Twitter Engagement�z Join #TheLadderAlliance on Mar 31 to celebrate 10 yrs of service to low-income
women. See www.ladderalliance.org for more info!
Quick Facts�z The Ladder Alliance will celebrate its 10th anniversary this year with a luncheon at the
Wor thington Hotel 11:30 a.m. Saturday, March 31.�z The Ladder Alliance is a For t Wor th-based nonprofit organization that teaches low-
income women basic computer skills and builds self-esteem.�z Former and current students, founding board members and donors will be recognized
for their commitment to the nonprofit organization.
Linked Information�z The Ladder Alliance website. ht tp://www.ladderalliance.org�z Event location. ht tp://www.marriot t.com/hotels/travel/dfwdt-the-wor thington-
renaissance-for t-wor th-hotel/
Diversity Enhancement�z The Ladder Alliance serves women of domestic violence and low-income families, a
lot of who are minority classes. With this news release I would get a couple of photos of the graduating classes that are representative of the nonprofit’s community. I would also be sure and send the release to potential employers or recruiters who specialize in this field or in employing Spanish speakers. Many of the students of The Ladder Alliance would be at the event and it would be good for employers to get a feel for their achievements.
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!!
Shelby!Button!(214)!45042824!
[email protected]!Feb.!2,!2012!
The$Ladder$Alliance$celebrates$10$years$of$service$!FORT!WORTH,!Texas!–!The!Ladder!Alliance!will!celebrate!its!10th!anniversary!this!year!with!a!luncheon!at!the!Worthington!Hotel!11:30!a.m.!Saturday,!March!31.!The!luncheon!will!commemorate!The!Ladder!Alliance’s!past!10!years!of!service!in!educating!female!domestic!violence!victims!and!low4income!women!in!computer!skills!and!self4esteem.!!“Our!mission!is!to!provide![these]!women!with!the!tools!to!lead!self4reliant,!independent!and!successful!lives,”!said!Sharon!Cox,!founder!and!executive!director.!“Studies!say!that!the!main!way!to!pull!someone!out!of!poverty!is!to!give!them!education,!and!that’s!exactly!what!we!do.”!!The!nonprofit!organization!serves!approximately!175!students!per!year.!Members!of!the!first!graduating!class!and!the!most!recent!classes!will!be!recognized!at!the!luncheon!for!their!hard!work!and!commitment!to!the!program.!Kimberly!Jackson,!one!of!the!program’s!first!graduates,!will!be!the!keynote!speaker!sharing!her!family’s!story.!!“We!often!see!children!who!normally!act!up!in!school!tend!to!calm!down!and!gain!more!confidence!when!they!see!their!mothers!with!self4esteem,”!said!Cox.!Jackson’s!story!will!tell!of!her!experiences!with!The!Ladder!Alliance!and!how!it!positively!affected!her!entire!family.!!Founding!board!members!will!be!honored!at!the!anniversary!luncheon,!and!other!partners!and!donors!will!be!thanked!for!their!contributions.!!Single!tickets!are!$40!and!sponsored!tables!of!eight!are!$500.!To!purchase,!please!call!(817)!83442100.!!The!Ladder!Alliance!is!a!Fort!Worth4based!nonprofit!organization!that!teaches!low4income!women!basic!computer!skills!and!builds!self4esteem.!Since!2002,!The!Ladder!Alliance!has!provided!the!tools!women!need!to!succeed!in!today’s!competitive!job!market.!For!more!information,!please!call!(817)!83442100!or!visit!www.ladderalliance.org.!!
###!
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news release
new citySearch Engine Optimization Headline�z New City residents practice xeriscaping during stage 3 water restrictions
Search Engine Optimization Tags�z Drought, xeriscaping, New City, landscaping, water conservation, stage 3, Texas, water
restrictions
Twitter Engagement�z @NewCity residents #xeriscape through the Stage 3 water restrictions. Learn water-
saving tips at www.newcity.gov!
Quick Facts�z “Xeriscaping” is water conservation through creative landscaping. �z Soaker hoses and organic fer tilizers can help reduce the need for water. �z New City will hold an information session about water consumption 7 p.m. Friday Jan.
27, at New City Hall.
Linked Information�z Xeriscaping website. ht tp://xeriscapelandscaping.org/�z New City water restriction summary. ht tp://pdf.plano.gov/water/
DroughtStagesSummary1.pdf�z New City Water Depar tment. ht tp://plano.gov/Water/Pages/defaultOLD.aspx�z Planting for your area. ht tp://www.drought-smar t-plants.com/#axzz1kWxnyqQo
YouTube Links�z Xeriscape Gardening. ht tp://www.youtube.com/watch?v=blUf fiqGEFw�z Xeriscape Rap. ht tp://www.youtube.com/watch?feature=player_
embedded&v=1bAjmkk9D9Y�z Eye on New City. ht tp://www.youtube.com/watch?feature=player_
embedded&v=uNlnXRGBeOU
social media
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An
OVERSTUFFEDPizza Hut Challenge
Shelby ButtonLindsey Boston
John WolfeMark Borys
Mallory Vogt
Team Am!e
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The Assignment
Develop campaign activation
idea to drive Overstuffed
awareness based on the
“Go All in on Pizza Night” idea.
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Considerations
1. Must Make it Great 2. Drive massive engagement with brand and product in the digital space3. Extend to PR and exclusive events
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The Eating Machine
“Convenience is King,cooking is overrated.”
“I’m always on the hunt for the next
big thing.”
“I want excitement, I’m always willing to try new foods.”
What’s he thinking?
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Overstuffed Timeline
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Not your average pizza
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Pizza Obsessed
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The Pizza Obsessed
The customer’s truth
They want to live life to its fullest. They want to push the envelope.
They like to try new things.They are very willing to experiment.
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The Pizza Obsessed
Engagement
Activation
Sharing
The path to overstuffed
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Good is the enemy of great. Great takes courage. Great rises up to the challenge. Great defies the conventions.
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Good is the enemy of great. Great takes courage. Great rises up to the challenge. Great defies the conventions.
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Epic Meal Time CULINARY COURAGE
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Epic Meal Time Engagement
• Targets the Eating Machines
• Obsessed with overstuffed food
• EMT goes all in
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Epic Meal Time
• Well over 430 million views• 2 million subscribers• YouTube Superstars
Overstuffing Youtube
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Epic Meal Time
Already in Partnership with: - Netflix - GameFly- GoDaddy - Audible.com- JackThreads - BustedTees
They are ready for Pizza Hut.
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Epic Meal Time
Pizza Hut will sponsor 2 OverstuffeD Episodes
• End of video will provide a code
• Viewers of EMT will get an epic
discount for only 24 hours
- Make it Great by getting a
2 Liter soda & breadsticks with your
Overstuffed Pizza
Always going all in
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Epic Meal Time
gets Saucy
• Go All In with customized sauces
hand-picked from the EMT Crew
• Making your Overstuffed
experience great
• Variety & value to drive in-store
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Epic Meal Time gets Saucy
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Text Messagingstay in the know
• Send a text message to the Pizza
Obsessed promoting:
- Epic Meal Time episode with
Overstuffed from Pizza Hut
- Weekly text to drive in-store to try the new & outlandish EMT sauces
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Text Messagingstay in the know
“Pizza Hut is teaming up with Epic Meal Time to create the next most
Indulgent pizza! Check out the video on our Youtube channel.”
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Good is the enemy of great. Great takes courage. Great rises up to the challenge. Great defies the conventions.
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The Most Epic Coupon
• Buy 5 Overstuffed pizzas to
receive PH swag
• Swag acts as an endless coupon when
you wear in-store
• Collaborate with already established
partnerships, JackThreads&BustedTees
Activation
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The Most Epic CouponIt never ends
The Most Epic Coupon
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The Most Epic Coupon
It never endsThe Most Epic Coupon
• Track online
• Encourages online ordering
• Pizza Hut will ship to customer
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Good is the enemy of great. Great takes courage. Great rises up to the challenge. Great defies the conventions.
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Social Status 49% of millenials call their favorite online site. With coming in second.
Source: 2012 Tru Study, eMarketer.com
How Fans want to interact with Brands on Facebook
36% Freebies
from the Brand
13% Interact
with the Brand
40% Discounts
& promotions
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Social Status
Source: Mashable
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Social Status
29
Source: Digital Buzz Blog
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The Face off
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Choose your Obsession
Pizza Or Facebook
• Monitors users online status
• Join your friends in showing your
obsession with Overstuffed
• Team up with 2 friends to receive a
FREE Overstuffed Pizza
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Challenge Accepted App Post
End of challenge App Post
Pizza Hut Face Off Share the obsession
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Choose your Obsession
Pizza Or Facebook
• Innovative & never been done before
• Data goldmine: track who is really
obsessed with pizza
• Cost efficient:
- Sharing component
- Ingredients to go viral
- PR buzz
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The Most Pizza Obsessed City
OverStuff iT • The City with the most completed
Face Off challenges will have their
city Overstuffed
• Reward those who are pizza
obsessed by giving them a legendary
Overstuffed pizza party
• Nationwide competition
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The Most Pizza Obsessed City
OverStuff iT
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Variety: EMT Sauces
Innovation: EMT Episodes & Face OffValue: Coupon SwagFun & Togetherness: obsessed Cities
Why consumers love Pizza Hut
Overstuffed works
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Pizza Obsessed
GO ALL IN Make It Great
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c39