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
Advertising & Public Relations Research
JOMC 279
Advertising Campaigns
JOMC 473
Advertising Copy and Communication
JOMC 271
Advertising Media
JOMC 272
Art Direction in Advertising
JOMC 473
Digital Media Economics & Behavior
JOMC 551
Introduction to Media Law
JOMC 341
Leadership in a Time of Change
JOMC 552
Media Management & Policy
JOMC 424
Principles of Advertising & Public Relations
JOMC 137
Professional Problems & Ethics
JOMC 141
Projects
Google: Sell-Side Analyst Report
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.
REI: Community Outreach Media Plan & Creative Pitch
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.
San Pellegrino Research Plan
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
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See project Coca-Cola: "Open Happiness" Media Plan
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
IZZE: Media Plan Competition
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
English
Native or bilingual proficiency
Spanish
Professional working proficiency
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