Portfolio of public relations and media marketing work for higher education.

1. WUOG 90.5fm Google Analytics Report
Goals: SM Monitored: Audiences:
Objectives: Tactics:
Aug. 11 – Sept. 10, 2010
Compared to July 11 – Aug. 10, 2010
Primary Target Audience:
Educators and students at the
University of Georgia, local bands
and music producers
Secondary Target Audience:
Athens, Ga. community, local businesses,
educators and students at other
universities and unable to determine
Goals:
Increase direct traffic for the
next reporting period
Decrease bounce rate
Saturday, Sept. 4: Labor Day
weekendand first game day at
UGA –sports broadcasting
Saturday, Sept.11: Game
dayat UGA –sports
broadcasting
Monday, Aug. 16:
Class starts at most
universities
Friday, Aug. 27: Halftime Hip Hop
Showevery Friday nightat 9 PM
Include the URL on all media and print materials.
When on the air, have DJs directly refer to the URL.
Post once a day to keep the information relevant and useful.
Make the links from the homepage more user-friendly. Include a “hover” bar where
visitors can see where each link will lead them next.
Use media to promote the radio station in local businesses.
Athens has a lot of visitors, create a strong relationship with the Visitors Center and
Bureau to make sure they come into contact with your message.
Increase direct traffic visitors
by 15% by Oct. 11
Decrease bounce rate by
10% by Oct. 11
Increase # of Secondary TA
by 8% by Oct. 11
By the Numbers:
9139 visits 91.7%
2.37 pages/visit 1.48%
56.25% bounce rate 4.86%
00:02:10 avg. time
on site 13.75%
N=24
Top Content
1. /homepage/
2. /live/
Avg. time on page 00:03:44
3. /programming/
Avg. time on page 00:00:35
4. /contact/
5. /dj/world/index.php?page=currentplaylist
Avg. time on page 00:04:35
What this Means:
The avg. time spent on a
page is 00:01:35. Number 2
and 5 on the Top Content
pages are a 205% and a 310%
increase from the average
time spent, respectively. This
is normal because visitors
stay on these pages to hear
music, but we can take
advantage of knowing what
draws the visitors initially by
adding the elements that
work to the pages that are
suffering. The programming
page (only 27% of the
average) is where we could
implement extra effort. My
suggestions are to update
more frequently and add
more photos.
N = 9139
Traffic Sources OverviewService Providers for Visitors
Katie Dean Williams
N =3627

2. Pacific Fleet Social Media Monitoring Report
Goals: SM Monitored: Audiences:
All data without citation was collected through primary research on a 1/5 sampling rate
Search Results for “Pacific Fleet”: Pacific Fleet
Band, Pacific Fleet Choir, Russian Pacific Fleet, US Pacific Fleet,
Pacific Fleet Ensemble
Katie Dean Williams
Aug. 10 – Sept. 10, 2010
Data collected from Twitalyzer
Common Tags: #MilitaryMon, #rimpac, #usnavy,
#cooroperation, #pp, #hawaii, #japan, #indonesia
Lists Topics
By the Numbers:
 4041 Following
 4371 Followers
 476 Lists following PF
By the Numbers:
 4691 Likes
 74 Wall posts
 921 Wall posts by
others
Most viewed video this month: 1,317 views
Vietnam Dignitaries Visit USS George – 1 month ago
Blogs found using blogsearch.google.com
Most common times to blog:
 9-11am, 3-5pm and 7:30-9pm
By the Numbers:
 2712 video views
 10 video uploads
 24 subscribers
N = 22
N = 642
N = 90
What this means: 42.2% of the sample listed
@pacificfleet in a military category, either specifically stating
military, referring to one of the branches, or using military
language, such as “commands.” This gives us insight on how the
majority of our followers categorize us, giving us a frame. Since
we know this is what our followers are looking for, we can target
our messages to inclued this topic in particular.
Social Media Monitored:
 Twitter (@PacificFleet)
 Facebook (U. S. Pacific
Fleet)
 Youtube (USPacificFleet)
 Blogs
Target Audiences:
Primary – Active Sailors, Family of Sailors,
Navy Veterans and Civilian
Supporters
Secondary – Army, Air Force, Marines,
Coast Guard, Media, Recruits,
Unable to determine
Goals:
 Discover which tool best
encourages discussion of the
Pacific Fleet in Social Media.
 Determine what people say
about the Pacific Fleet in
Social Media.
What this means: During the sample time frame, there was
one interactive question. This one question sparked more interest
than all the other posts combined. Post interactive questions
frequently throughout the month to increase communication on
the page. My suggestion would be to continue to include friendly
competition between the fleet and to post every two weeks,
working towards a weekly question.
Facebook Activity

3. Pacific Fleet Social Media Report by Katie Dean Williams
Goals: SM Monitored: Audiences:
List Topics
for Report 1 (R1) and Report 2 (R2):
All data without citation was collected through primary research ona 1/5sampling rate
Sept. 11- Oct. 11, 2010
As compared to Aug. 10 –Sept. 10,2010
By the Numbers:
2900 Video views 6% from R1
16 video uploads 60% from R1
42 subscribers 75% from R1
Most Commented on photo:
Facebook Activity
Pinning ceremony
Uploaded on Sept. 16, 2010
40 Likes, 20 Comments
Most loyal fan:
Surface Warriors –20 wall posts
N = 874
By the Numbers:
4611 Following 14% from R1
4922 Followers 12% from R1
524 Lists following PF 10% from R1
By the Numbers:
2381 Likes 50% from R1
108 Wall posts 68% from R1
868 Wall posts by others 10% from R1
N = 99
Most viewed videothis month:
alk36% from R1: 967 views
USS Essex Valiant Shield – 1 month ago
Average Video Time for R2:
1:37 seconds
N = 165
Tweet Topics by PF:
N =262
Activity Log of Pacific Fleet (PF) during Report 2:
What this Means:
Nothing is posted on Twitter duringmost
weekends. This is followed bya spike (see the
Activity Log),as wesee on Oct. 4and5. This is
due to @pacificfleet thanking those who
retweet or mention them. This is important
becausesocial media is interactiveand should
be used for two-way communication. My
suggestionis to spread these out, so thereis
consistent conversation throughout the
entire week.
There was a 71.22% decrease in the
responses to interactive questions during R2
to R1. This is because the questions asked this
period were vague and obviously seeking
information, suchas: “What is your favorite
page and why?” The question from R1 was
better because it directly affected people’s
lives. “Whatis your favorite ship?”is a direct
question that peoplecan answer easily, as the
main target audience is activesailors, family
of sailors, Navy veterans andcivilian
supporters. My suggestionis to narrow down
interactive questions so that they specifically
relate to the fan base.
The comments left by people on Facebook
and mentioned through Twitter are great
ways to geta pulse on youraudience. During
R2, one example stood out: a fan asked to
have the letters capitalized in“chief petty
officer.” Within 4 hours of the complaint,it
was addressed by Pacific Fleet. The telling
part is that after the comment was
addressed, others commented back in
support of Pacific Fleet’s actions. This is the
best way to establish rapport with a fan base,
and I would continue to monitor the
comments several times a day.

4. Pacific Fleet Social Media Report by Katie Dean Williams
Goals: SM Monitored: Audiences:
All data without citation was collected through primary research on a 1/5 sampling rate
Oct. 11- Nov. 10, 2010
As compared to Sept. 11 – Oct. 10, 2010
Most Commented on photo:
Daddy’s home…
Uploaded on Oct. 27, 2010
141 Likes, 23 Comments
252.5% from Report 2
Most loyal fan:
Frankie King – sister of a
sailor
By the Numbers:
 5100 Following 10.60% from R1
 5419 Followers 10.09% from R1
 562 Lists following PF 7.25% from R1
By the Numbers:
 3345 Likes 40.48% from R2
 95 Wall posts 13.68% from R2
 830 Wall posts by others 4.37% from R2
What this Means:
Twitter followers are more active on
Mondays and Fridays than any other day of
the week. This is most likely because they are
looking for something to distract them from
returning to work, or are looking to kill time
before the weekend. Overwhelmingly, I have
found that Facebook fans are more
interactive on holidays or when an interactive
question is posted. This is due to the primary
audience’s awareness and interest in their
loved ones during this time. For example, all
of the most commented on photos and links
had a strong emotional appeal and pulled the
target audience in via their sailor pride.
Halloween and Veterans Day were both
during Report 3, so there is a large amount of
activity surrounding those topics this
reporting period, many of the fans
interactions were positive responses to the
logo change of the page to be more festive
during these holidays.
There was a 88.57% more positive tone in
fan posts than negative, and 77.14% more
positive than neutral. This is due to the close
relationship with the primary audience and
their positive interaction with the Pacific Fleet
as a whole. In addition, 17% of fan comments
were neutral, meaning they expressed both
positive and negative feelings. This was most
often found when a spouse would say
something like: “So proud of you boys! My
husband is leaving today .”
My suggestion is to continue to post
regularly with interactive questions, but give
special attention to holidays as that is when
the primary audience will want the most
interaction. Also, remember 52.14% of
followers list PF as military or US Navy, giving
us a frame. Thus, we should target our
messages to those topics.
Goals:
 Discover which tool best
encourages discussion of the
Pacific Fleet in social media.
 Determine what people say
about the Pacific Fleet in
social media.
Objectives:
 Increase overall interaction
with Twitter fans by 10% by
Dec. 11
 Increase the positive tone
in Facebook posts by 10%
by Dec. 11
Target Audiences:
Primary – Active Sailors, Family of Sailors,
Navy Veterans and Civilian
Supporters
Secondary – Army, Air Force, Marines,
Coast Guard, Media, Recruits,
unable to determine
N = 115
N = 140
N = 89 N = 951
Fan interaction for Report 3:
N = 1206

5. Joanna Smith& Water Tower Town
Records
NashivilleCapitol
She was a homecoming queen,
he was a football star
Their names in redso
shameless.
They made love for the first time...
www.capitolrecords-nashville.com
Two
page
magazine
spread:

6. Created
hash
tags
for
signature
events
at
Ohio
State
University:
Light
Up
the
Lake
(#lutl):
Hash
tag
was
trending
in
the
Midwest.

7. Consulted
with
the
University
of
Georgia
Alumni
office
to
create
markeHng
strategies
to
reach
out
to
parents
and
families,
as
well
as
students.
As
a
result,
suggested
they
create
a
blog
spotlighHng
student
leaders
and
what
they
are
involved
in
on
campus.

8. CapitolRecordsNashiville
www.capitol-nashville.com
2009 Tours:
Honky Tonk Tailgate Tour
Launch Tour
Love, Pain & The Whole Crazy World Tour
Spring Break with All My Friends Tour
Water Tower Towns Tour
Young & Wild Tour
Get Tickets:
Check out the Membership & Registration
tab on our website.
3322 W End Ave # 1100
Nashville, TN 37203
(615) 269-2000
Contact Us:
Awards:
-label of the year by Billboard
-Radio & Records and Music Row in 2005
-Two Juno Awards
Background:
- First country music outpost in Nashville in
1950
- Part of EMI, the world’s largest independent
music company
-More than 1,000 artists
-For more information on EMI go to:
www.emigroup.com
Tri-­‐fold
brochure:

9. W W W . C O U N T R Y W E E K L Y . C O M
LUKE
BRYAN
ON GETTING
TOO BIG
FOR HIS
BRITCHES
JOANNA
SMITH
FROM WATER
TOWER TOWNS TO
HER COLLEGE TOUR
TRISHA & GARTH
DEBUT DUET FOR
CHILDREN’S HOSPITAL
M A R C H 1 , 2 0 0 9
ZAC
BROWN
THE LIFE
OF A
CHICKEN
FRIER
JEFF BATES
THENEXTBIGTHING:

10. Open Mic
with Dean Cully
Thursday, Nov. 11
6-8pm
Drewry Room
Hosted by:
The Grady Ambassadors &
The Grady Student Society
Discuss your interests and
concerns with Dean Cully Clark.
All topics welcome, but there will
be discussion of:
•WNEG
•Major changes
•New media
One night only, the second annual

11. Student Opinions Welcome at Dean’s Town Hall
He swears his place at Grady College was meant to be. Not only because he’s did his dissertation on the
original Henry W. Grady, but also because he hails from Grady County in south Georgia.
However he found his way to us, Grady College Dean E. Culpepper “Cully” Clark will be answering
questions from students this week. “Open Mic with Dean Cully” will be held on Thursday, November 11,
from 6-8pm in the Drewry Room.
Students will be able to address Dean Clark directly in a Q&A format. There are plans to discuss WNEG,
Grady College major changes and New Media, but any and all topics are welcome.
This is the second annual “Open Mic with Dean Cully.” Last year, Grady College students live tweeted
during the event so that alumni and others could follow along. This year students plan to do the same,
using the hash tag: #gradymic.
As open communication is essential in a student-inspired environment, “Open Mic with Dean Cully” is an
opportunity to generate feedback that might not otherwise have be voiced.
"Open Mic with Dean Cully" is a joint venture between The Grady Ambassadors and The Grady Student
Society. Both groups are focused on creating a bridge of communication between faculty, alumni and the
students of Grady College.
Both groups worked to make sure the event was scheduled on a day when most Grady College students
could attend, as many students with concerns or interests also have commitments within the college.
For those who cannot attend and wish to know what was said, the discussion will be filmed and released
via the listserv, as well as tracked on Twitter.
The forum will allow Grady College students the chance to hear from the man in charge, and to express
topics of interest or concern.
!

12. EXTRAORDINARYNowthat’s
The League of Extraordinary Students supports the goals and programs of
the Ferst Foundation for Childhood Literacy.
To learn more about how to join the League, visit our Web site: www.tinyurl.com/ferstles
Get a group
Raise money
and volunteer
Pick alocal
child
Promote
childhood
literacy
Andyoucanbetoo!
Join the League of
Extraordinary Students
1
2
3
4

13. Two
page
pamphlet:

16. TRADER JOES “Skippy the Scanner” :30 Radio
SFX: BEEPING GROCERY SCANNER NOISE, TRADER JOE’S
BELL, GENERIC GROCERY STORE NOISE.
UPBEAT MUSIC BEGINS TO PLAY, THEN FADES
UNDER.
SKIPPY THE SCANNER: Hey, Athens! I’m Skippy the Scanner and I just started
working at Trader Joes! Things sure have been busy around
here since we opened up.
SFX: CARTS CRASHING, SCANNER BEEPING, MORE
GROCERY STORE NOISE.
SKIPPY THE SCANNER: I love my job because I get to see all the exciting things you
buy.
SFX: SCANNER NOISE, FOLLOWED BY SKIPPY’S
LAUGHTER
SKIPPY THE SCANNER: (gleefully): Oooh! Those fennel fronds sure are tickly! And
fresh!
SFX: SCANNER NOISE CONTINUES INTERMITTENTLY
EVERY 3 SECONDS TILL END
SKIPPY THE SCANNER: Italian Roast Coffee? That’ll give you a kick in the morning!
And look! Trader Joes almond butter! Kind of like peanut
butter...but yummier!
SFX: CART ROLLS UP AND STOPS.
MALE VOICE: (friendly): Hey, Skippy. How was your first week?
SKIPPY THE SCANNER: Great! I love working at Trader Joes because everything here
is healthy. You just never know what great stuff we have
until you check it out… it’s an adventure every day!
SKIPPY THE SCANNER: Come see me at the new Trader Joes on Epps Bridge Parkway
and I’ll make sure you leave on a good note!
SFX SCANNER NOISE, LOUDER THAN NORMAL,
FOLLOWED BY SKIPPY’S LAUGHTER.

17. Script:(
( (
SCENE( AUDIO( VISUAL(
1( Normal(house(noises:(hum(of(a(
refrigerator(and(a(TV(playing(a(news(
reel(in(the(background.(
MS(with(Mom(and(her(two(kids(sitting(
on(their(living(room(couch,(watching(
TV.(
2( Space(shuttle(launching(noises.(Mom(
talking:(“Hey(honey,(can(you(get(me(
a(Coke?”(
MS(from(behind(their(heads(over(the(
couch(in(the(living(room.(The(space(
shuttle(launching(in(the(center(of(the(
background(on(TV.(
3( The(dad(says:(“Uh,(sure.”(Fridge(
opens(and(closes.(TV(noises(in(
background.(
MS(from(kitchen(perspective,(dad(gets(
a(Coke(from(fridge.(There(are(magnets(
and(kids(projects(on(it.((
4( Click(of(can(opening,(fizzing.(Noise(of(
TV.(
ECU(of(a(Coke(can(lid.(
5( Kids(exclaim:(“Oh,(cool!”(
Upbeat(music(starts:(“Space(Oddity”(
by(David(Bowie,(and(continues(
throughout(other(scenes.(
LS(Cut(scene.(Family(is(in(space(wearing(
colorful(tech(space(suits(on(Mars.(Dad(
is(still(holding(the(Coke.(No(helmets.(
Mars(is(red(and(they(are(near(a(cliff(
(see(key(frame).(
6( Hear(laughter(and(alien(noises(
(happy(ones)(and(a(bubbly(rippling(of(
water.(
LS.(Family(walks(to(the(edge(of(the(
nearby(cliff(to(investigate(and(look(
down(over(the(edge,(where(they(find(a(
river(of(Coke.(
7( Splashing,(laughter,(shouts(and(party(
noises.(
LS(Zooms(in(to(a(CU.(Aliens(float(by,(
tubing(on(the(river(of(Coke,(having(a(
great(time.(There(is(also(an(alien(party(
on(the(opposite(side(of(the(river.((
Everyone(is(holding(a(bottle(of(Coke(
and(a(few(aliens(are(even(dipping(Coke(
out(of(the(river,(having(a(grand(ole(
time.(((
8( Coke(melody:(“bum(bum(bum(Ba(
Bum.”(Space(shuttle(flying(noise(
(Vroom)(as(it(passes.(
CU(of(an(alien(dipping(Coke(from(river(
Zooms(out(to(LS(of(entire(planet(of(
Mars(and(stars(in(the(background.(A(
space(shuttle(in(the(shape(of(a(Classic(
Coca^Cola(bottle(flies(around(the(
planet(with(an(alien(driver(holding(a(
Coke.(As(the(shuttle(passes,(the(stars(
behind(the(shuttle(light(up(brighter(
than(normal(to(spell(out:(“Open(
Happiness.”(((
Video
script
outline
for
Coca-­‐Cola: