Tiffany Jean Harrington - Detroit, Michigan, United States | Professional Profile | LinkedIn (original) (raw)

UNC School of Media and Journalism

Activity

Experience & Education

Licenses & Certifications

Volunteer Experience

Minimum Time Member & Volunteer

AmeriCorps

Aug 2012 - May 2013 10 months
Education
• Completed 300 hours of education-focused community service
• Volunteer activities included weekly tutoring of students, fundraisers, and coordinating events for National Literacy Action Week
• Assisted in coordination of a book drive for the 2013 Martin Luther King, Jr. Day of Service in which over 8,000 books were collected.
• Completed monthly seminars and conferences for literacy training.

Courses

JOMC 279

JOMC 473

JOMC 271

JOMC 272

JOMC 473

JOMC 551

JOMC 341

JOMC 552

JOMC 424

JOMC 137

JOMC 141

Projects

May 2015

Conducted extensive research on Google and the Internet Information Provider Industry in order to draft a 12 page sell-side analyst report. Through the analysis of financial statements and industry trends, as well as the use of the Bloomberg Professional service, the final report provided detailed insight into Google's competitive position and included suggestions to foster future success.

Jan 2016 - May 2016

Developed a full-scale media plan and creative pitch, complete with original artwork and a innovative product rendering. The purpose of the project was to find a local nonprofit organization whose mission and values aligned with REI's social media hashtag, #OptOutside. Ultimately, our plan and pitch included sales of "The Wonderpack"--a backpack full of everything a child could need for their next big adventure-- and an ad campaign to visualize our tagline of "REInvent Wonder." The creative…
Developed a full-scale media plan and creative pitch, complete with original artwork and a innovative product rendering. The purpose of the project was to find a local nonprofit organization whose mission and values aligned with REI's social media hashtag, #OptOutside. Ultimately, our plan and pitch included sales of "The Wonderpack"--a backpack full of everything a child could need for their next big adventure-- and an ad campaign to visualize our tagline of "REInvent Wonder." The creative pitch included print ads, a scripted commercial, in-store display and social media digital promotion--all based on extensive research on our split primary audience of parents who have the purchase power and children who are purchase influencers. The pitch was well-received by a panel of industry professionals and was filmed and presented to REI's marketing team.

Aug 2015 - Dec 2015

Conducted both qualitative and quantitative research on the San Pellegrino brand in order to draft a research proposal advocating for the introduction of college-aged millennials into the San Pellegrino target audience. In order to collect data, I utilized methods including: focus groups, ethnographic participant observation, in-depth interviews, surveys, and secondary data analysis, specifically Mintel and various industry reports.

Sep 2015 - Oct 2015

My teammates and I created an installation for the Chancellor's Innovation Summit, an event hosted by Chancellor Carol Folt to highlight innovative projects and campaigns from across UNC. Our installation showcased the Helping Hand Project, a non-profit organization and on-campus club that 3D print prosthetic hands for children born with hand anomalies.
Other creators

May 2015 - Aug 2015

Conducted in-depth secondary research on the Coca-Cola name brand and the Carbonated Beverage Industry to create a consumer profile and full-scale media plan. Both the research conducted and its application to Coca-Cola resulted in a projected increase in brand loyalty, particularly with women 25-49 who have a least one child, as well as an increase in brand awareness via both social and digital media channels. The main premise of the media plan was to help moms "fall back in love" with the…
Conducted in-depth secondary research on the Coca-Cola name brand and the Carbonated Beverage Industry to create a consumer profile and full-scale media plan. Both the research conducted and its application to Coca-Cola resulted in a projected increase in brand loyalty, particularly with women 25-49 who have a least one child, as well as an increase in brand awareness via both social and digital media channels. The main premise of the media plan was to help moms "fall back in love" with the Coca-Cola Brand.
Secondary Research tools utilized included:
MRI/Clear Decisions
comScore
Mediavest Proprietary tools for Social Listening, Consumer Profiles, and Content Strategy

Jan 2015 - May 2015

Worked with fellow classmates to draft a full-scale media plan and pitch presentation for IZZE soda. Through extensive research into the brand, the Carbonated Beverage Industry, and our target consumer, we successfully created a plan that projected a significant increase of brand awareness on a national level and the establishment of a brand capable of engaging consumers in dialogue. As a result of our thorough analysis of the competitive landscape, primary research conducted to support our…
Worked with fellow classmates to draft a full-scale media plan and pitch presentation for IZZE soda. Through extensive research into the brand, the Carbonated Beverage Industry, and our target consumer, we successfully created a plan that projected a significant increase of brand awareness on a national level and the establishment of a brand capable of engaging consumers in dialogue. As a result of our thorough analysis of the competitive landscape, primary research conducted to support our rational for our target audience, and our engaging pitch, our team won the competition.

Languages

Native or bilingual proficiency

Professional working proficiency

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