My Portfolio

Overview & Campaign Objective​

As part of my Master of Science in Public Relations capstone coursework, I developed a comprehensive strategic communication campaign for Velocity Fitness, an innovative health and wellness brand. The primary objective of this initiative was to position Velocity Fitness as a market leader in tech-integrated fitness while driving brand visibility and cultivating community engagement.

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Strategic Public Relations Execution

To ensure a cohesive and impactful rollout, the campaign bridges traditional media relations with digital-first storytelling. The featured assets demonstrate an integrated approach to public relations management:

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• Strategic Press Release: Crafted to industry standards, this release announces Velocity Fitness’s latest brand expansion, utilizing a compelling news peg, clear boilerplates, and optimized search keywords to capture media attention.

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• Video News Release (VNR) & Shot Sheet: Designed for broadcast and digital syndication, the VNR provides ready-to-use B-roll and visual storytelling elements, accompanied by a detailed shot sheet to streamline production for external producers.

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• Online Media Room: A centralized, easily navigable hub that houses all press assets, brand kits, and contact information, ensuring journalists and stakeholders have immediate access to verified brand resources.

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Key Takeaways & Impact

This capstone project showcases the ability to translate business objectives into high-impact public relations strategies. By combining rigorous message development, targeted stakeholder targeting, and multimedia asset creation, this portfolio entry highlights practical proficiency in media relations, crisis-free narrative framing, and digital brand architecture.

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Project Case Study: Velocity Fitness Strategic Audience Analysis​

Project Overview 

Developeda comprehensive audience analysis and competitive benchmarking report for Velocity Fitness as part of the PRMA program. The project evaluates consumer behavior across primary social platforms, establishes key demographic and psychographic boundaries, and constructs an actionable buyer persona to guide digital brand strategy.

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Key Deliverables & Components​

• Multi-Platform Audit: Analyzed digital engagement metrics, content performance, and consumer sentiment across Instagram, TikTok, and YouTube.

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• Competitive Benchmarking: Evaluated contrasting brand models—comparing global scale (Gymshark) against boutique community intimacy (Body by Mark).

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• Target Buyer Persona: Constructed a detailed profile for "Jordan," an urban professional representing the core demographic of fitness-focused consumers.

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• Strategic Roadmap: Outlined actionable recommendations prioritizing short-form video storytelling, user-generated content (UGC), and community-driven engagement.

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