In a public relations research course at the S.I. Newhouse School of Public Communications, two women and I completed a semester long project of pitching and planning content for a fictitious campaign for a company of our choosing.
Throughout the semester our group developed a pitch, completed research on Brandwatch, created a PESO Strategy, developed SEO Keywords, a central message and key messages and lastly 9 content deliverables compiled in a planbook.
The following information is not intended to be factual but is part of a class assignment from January 2024 through April 2024 at the S.I. Newhouse School of Public Communications, Syracuse University. All information is intended to be sourced appropriately.
To view the full planbook, PESO Strategy and content mockups click here
Executive Summary of Campaign:
#HOKAHeard recognizes that having a support system and community can significantly improve mental health. This two-part campaign seeks to empower humans to fly higher together.
To help you fly, HOKA wants to help every human to feel their best not only physically through the shoes we offer, but also mentally by creating a community that supports you.
HOKA is embarking on a new partnership with nonprofit organization Still I Run for the 2025 LA Marathon. Still I Run is a nonprofit organization that aims to end the stigma around mental illness and promotes running as a way to improve mental health.
Each year over 20,000 people run the LA Marathon for a charity to raise awareness and donations. HOKA is encouraging people to register under Team Still I Run for this marathon. Those who do so will be given a free pair of HOKA running shoes, a virtual running coach to assist with training and a virtual fundraising coach to help raise money for Still I Run.
#HOKAHeard is here to combat isolation and loneliness by providing support, encouragement, and most importantly, community, to marathon runners and everyday HOKA fans alike.
For those in the HOKA community not running with Team Still I Run, athletes are still encouraged to join the conversation on Instagram and share how running has improved their mental health to break the stigma through the #HOKAHeard. Posting under #HOKAHeard provides a chance to be featured on HOKA’s social media platforms.
After doing research to optimize our content using Brandwatch, our group created 9 content deliverables. The deliverables were created with the PESO Strategy in mind.
Below is an example of one of our deliverables, a mock campaign website to host blog stories.
Additionally, our team crafted key messages to be highlighted throughout the campaign. A few key message examples can be found below.
To view the full planbook, PESO Strategy and content mockups click here