TABLE OF CONTENTS

CLIENT INFORMATION
COMPANY BACKGROUND

PROJECT MISSION STATEMENT

COMPANY CONTACTS

PROJECT BRIEF

MARKETING ANALYSIS
MARKETPLACE

COMPETITIVE ADVERTISING

PRODUCT

11

CONSUMER

14

BIBLIOGRAPHY

16

TARGET MARKET INCENTIVE STATEMENT

18

INTEGRATED MARKETING COMMUNICATIONS PLAN

PART I: WORK PLAN

20

PART II: CREATIVE STRATEGY

21

PART III: MEDIA/ POINTS OF CONTACT

24

CAMPAIGN PROPOSAL
THE BIG IDEA

25

PUBLIC RELATIONS PROPOSAL STATEMENT

26

PRESS RELEASE

27

MEDIA ALERT

28

PSA

29

FACT SHEET

30

SOCIAL MEDIA

31

PRINT ADVERTISING PROPOSAL STATEMENT

3 PRINT ADS
ALTERNATIVE MEDIA ADVERTISING PROPOSAL STATEMENT
CONTENT
ON-CAMPUS EVENT PROPOSAL STATEMENT

33
34
37
38
39

CONTENT

40

PROJECT BUDGET

45

MEASUREMENTS

47

RECOMMENDATIONS

49

REFLECTION

51

TEAM CREDENTIALS
TEAM NAME

54

MISSION STATEMENT

54

TEAM BIOGRAPHIES

55

RESUMES

58

HEALTHY CUNY INITIATIVE

Background
Healthy CUNY, led by the CUNY School of Public Health and the CUNY Office of Mental
Health & Wellness Services, is an ongoing initiative to make CUNY the healthiest urban
campus in the country.
Mission Statement
The Healthy CUNY Initiative (HCI) is a campaign designed by CUNY students, faculty
and staff to make CUNY the healthiest urban university in the United States by 2016
five years from now. HCI seeks to ensure that students leave CUNY healthier and
better able to protect their future health than when they entered. Acknowledging the
strong connection between educational achievement and health, HCI seeks to reduce
the physical, psychological and family-related health barriers that block academic
success and graduation.
Contacts
Dr. Palmedo
Associate Professor of Media, Marketing & Communications, CUNY School of Public
Health
chris.palmedo@sph.cuny.edu
Patricia Lamberson
Program Researcher CUNY Mental Health and Wellness
plambers@hunter.cuny.edu

Project Brief
As the flagship campus of the CUNY system, City College is able to make important
contributions to the health of New York City. However, the students themselves often
enter CCNY and other CUNY institutions with a range of health problems, attitudes and
behaviors that are likely to contribute to future health complications. Ample evidence
reveals problems such as tobacco use, poor nutrition and obesity, stress and
depression, to name a few.
Our client, the Healthy CUNY Initiative (HCI), aspires to make CUNY the healthiest
urban university in the United States. Designed by CUNY students, faculty and staff,
HCI seeks to ensure that students graduate from CUNY healthier and better able to
protect their future health than when they entered. Acknowledging the strong
connection between educational achievement and health, HCI seeks to reduce the
physical, psychological and family-related health barriers that block academic success
and graduation. It also works to create CUNY environments and policies that make
healthy choices easy choices.
The marketing objective of this semesters project is to de-stigmatize anxiety and
depression among college students and to promote ways in which students can
access support in the CUNY academic environment and in the greater New York
community. To accomplish this, VIISION will create an Integrated Marketing
Communications Campaign (IMCC) that takes a comprehensive, multi-faceted, and
synergistic approach to promoting a single minded strategic message. How VIISIONs
campaign achieves that goal is at the core of this project. VIISIONs IMCC will rally
around its Big Idea a central, strategic concept that will drive fully executed and
integrated advertising materials, public relations materials as well as an on-campus
event.

MARKETING ANALYSIS

Marketplace
Technological breakthroughs in the last 10 years have fundamentally changed
the way we receive, digest and distribute information. The rise of social media driven
communication and 24/7 breaking news has made tech savvy millennials hyper aware
of the world. No longer do you have to wait for yesterday's news in today's paper.
These advances in communication have not only accelerated the dissemination of
information, but have resulted in greater awareness of all sorts of issues allowing likeminded people to connect and find a sense of community online. Additionally, this
always on environment in which even the most mundane issues take on a sense of
urgency can magnify students personal and financial insecurities. This easy access to
vast, sometimes overwhelming amounts of information combined with a perpetual
sense of urgency can partly explain the rise in depression and anxiety among students
in the United States.
Advances in technology have brought new platforms like social media, which
are websites and applications that enable users to create and share content,
and participate in social networking. For the first time in history, people can
experience breaking news and current events trending on social media sites like
Facebook and twitter in real time. Constant access to information has made students
more aware of the world around them. According to the Pew Research Center, social
media usage has increased nationally by almost 80 percent between 2005 and 2013
for people between 18 and 29. More than 98 percent of college-aged students use
social media, says consumer insight service Experian Simmons. An annual
nationwide survey of college students by UCLA found that 27.2 percent of students
spent more than six hours on social media a week in 2014, up from 19.9 percent in
2007.

Consumers are more aware of the world around them and are concerned about
how current events may affect their lives. This constant awareness can cause stress
and anxiety. The increase in social media usage can be problematic; heavy Facebook
usage is linked to symptoms of envy, anxiety and depression, according to a recent
study by the University of Missouri. However, there is a pressure that fuels the need to
stay connected, and to look good on social media. According to Riley Griffin author of
Social Media Is Changing How College Students Deal With Mental Health, For Better
Or Worse, a number of students who spoke to The Huffington Post said they know
online profiles don't always accurately reflect a person's life. But they acknowledged
that social media platforms incite anxiety all the same.
According to Griffen, College students today are more detached from their
peers than ever before. Research shows they're less likely to have tangible
relationships; enter college having spent less time socializing as teens; are more likely
to be heavily medicated; and feel a greater pressure to be academically and socially
successful than in the past. Paired with the increasing dependence on social media,
these factors leave students susceptible to mental health complications.
The speed, ubiquity, and pushiness of information magnified the intensity of
the economic crisis of 2008, intensified the sense of uncertainty about the countrys
future. Labeled one of the most prominent economic downturns in the history of the
United States, the economic depression shifted several aspects of regular American
life. People were being let go from jobs, and the creation of new employment
opportunities were sparse. Beth Ann Bovino author of Why Millennials and the
Depression-Era Generation Are More Similar Than You Think says Just as their
grandparents (and great-grandparents) before them, millennials experienced a major
financial crisis during their formative years that has infused in them financial
conservatism and a propensity to save. They are more likely to keep a larger amount of

cash on hand, holding more than half their assets in cash, less than a third in equities,
and 15% in fixed-income assets.
Millennials are the most educated generation in American history, but it has
come at a cost ranging in the hundreds of billions of dollars. Indeed, many of
millennials spending and saving habits can be attributed to this debt a major
determinant of current and future spending ability, given the length of loan maturities
and weak post-recession wage growth to date, says Bovino. This trend of financial
uncertainty and workplace insecurity has forced students to be more aware of their
future beginning earlier in their college career. There's a constant pressure to have a
job lined up after college, or to have some idea what course of action to take that will
leave students financially stable. Stress brought on by financial insecurity and worry
about the future is exacerbated by constant connectivity in which this information is
shared, pushed into our lives, and made to sound frighteningly urgent.
Overall, increased day-to-day engagement through digital communication and
intense anxiety caused by the awareness of financial fragility are two relatively new
phenomenon s that college-aged people have had to adapt to and deal with. In a world
that changes faster than that of any other previous generation, the reliance on social
media to keep up with headlines and global trends has only been negatively impacted
by news stories reflecting the astronomical cost of college education and subsequent
lack of jobs post-graduation. Such rapid and constant shifts in life during some of the
most informative years of life have quite possibly created a generation that is more
stressed, and in turn more likely to develop early signs of depression and anxiety.

Competitive Advertising
Anxiety that comes from academic stress is often not identified until its too
late. Thats why a recent campaign by Mental Health America, which asks all
Americans to recognize early signs of stress, is important to note. Mental Health
America (MHA), a community based non-profit wants to encourage all Americans to
seek treatment for mental health conditions with its campaign B4stage4, launched
May 1, 2015. The campaign emphasizes early detection of mental conditions before
symptoms affect employment or puts a persons life at jeopardy. When we think
about cancer, heart disease, or diabetes, we dont wait years to treat them, says Paul
Gionfriddo, president and CEO of MHA. We start before Stage 4we begin with
prevention. So why dont we do the same for individuals who are dealing with
potentially serious mental illness? Like other diseases, mental health conditions
should be treated long before they reach the most critical points in the disease
processbefore Stage 4.
In partnership with ITN, a U.K. production house that creates content for
corporate, commercial, broadcast and digital sector, MHA released their advertisement
entitled B4stage4 that argues 50% of people will develop a mental condition; however,
many of them will not immediately seek treatment until their illness has an adverse
affect on their life.
The advertisement opens with an illustrated image of a brain. In a voiceover, the
announcer explains that while our brains control how we act in the world, internal
and environmental factors including our genes, diet, and environment can have a
negative impact on our mental and emotional state.

The advertisement explains that over time these thoughts and feelings become
unmanageable forcing the person to seek outside help from a professional. Visually
this is shown with the image of an animated person under a rain cloud. After this the
narrator explains that of the 50% of people who develop a mental condition, 50% of
them will have developed this condition by the age of 14. However, these people will
not seek treatment for another 10 years. Visually this is shown with calendar dates
falling to the ground next to the motionless animation with a rain cloud above its head.
The animation is shown in a doctors office to receive an x-ray of its organs.
This image further emphasizes the campaigns main pointwe do not care for our
mental health with the same seriousness that we care for our physical health.
The end of the commercial explains that the right early treatment can change
lives, by reducing dropout rates, incarceration, hospitalization and unemployment.
The advertisement finally challenges people -to imagine what the world would be like
if we got the help we needed when we first started showing the early warning signs.
8

The advertisement ends with a call to action, asking viewers to understand their
mental health better with a mental health screening.

The advertisement was a strategic marketing campaign by MHA to drive traffic

to their site and to increase awareness of their online screening tools. Their campaign
is based on a simple formula, get informed by their video, get screened using their
tools and finally get help.

Creating an informative advertisement that compares the importance of early

diagnosis for mental illnesses to terminal diseases is problematic. On their site MHA
breaks down the stages of mental distress, claiming that in stage 4 Symptoms are
Persistent and Severe and Have Jeopardized One's Life. The problem with this is that
reaching the crisis stages of mental distress is not a death sentence and therefore is
not comparable to stage 4 cancer. Also the advertisement oversimplifies the causes of
mental illnesses and fails to address the stigmas that discourages people from
seeking help. Finally, the target for this campaign is too broad. The campaign seemed
aimed at informing the general population and getting everyone to take their mental
health seriously. This campaign would be more effective if the audience was more
defined. Since the video mentioned that 50% of people living with mental conditions do
not seek help for ten years, the campaign could be more successful by targeting those
people.
Overall, MHAs advertisement ambitiously attempts to address the causes of
mental illness in plain English while also trying to rouse people to seek help or an early
diagnosis. Unfortunately, MHAs campaign B4stage4 is unsuccessful because it
reduces the causes of mental illness to persistent negative thoughts and feelings and
failed to address the stigmas associated with mental illness; which often keep people
from seeking help. Instead of targeting the general population, B4stage4 would have
benefited from focusing on a more targeted audience and introducing their online
resources as an anonymous tool and first step toward treatment.

10

Product
Anxiety, feeling overwhelmed to the point that an individual is unable to balance
their everyday responsibilities, combined with depression, periodic feelings of sadness,
is a phenomenon that is often experienced by college students across US campuses.
Students are routinely warned about the severe stress they will experience before
they begin their college career. The National Alliance of Mental Illness (NAMI) found
that 75 percent of lifetime cases of mental health conditions begin by age 24 and
almost 73 percent of students living with a mental health condition experienced a
mental health crisis on campus. Yet, 34.2 percent reported that their college did not
know about their crisis. A study by the CUNY School of Public Health found that,
Students most often listed depression and anxiety as the most pressing issues facing
students on campus. As commuters and transfer students, CCNY students may be
especially at risk. According to the Franciscan University Counseling Center,
demographically the most stressed, anxious and depressed students are transfers,
upperclassmen and those living off campus.
Statistics from 2014 released by the U.S. Substance Abuse and Mental Health
Administration indicate that suicide is the third leading cause of death for young
people between the ages of 10 and 24. Significantly, there has been a steady rise in the
number of students who have experienced anxiety and depression in the last 10 years.
According to a study by The CUNY School of Health, Many students expressed
negative opinions of the terms mental health, and especially mental illness. They
said the terms called to mind secrecy, fear, and negative evaluation from ones peers.
The study indicated, Many students would choose not to seek treatment to avoid
being labeled with these terms.
Exacerbating the symptoms of stress and depression is the stigma associated
with mental health issues and depression, which makes many students avoid seeking
treatment or even confiding in a friend. The stigma associated with depression is often
11

the reason why people do not seek treatment. According to a study by The CUNY
School of Public Health, Students noted that people use many derogatory labels to
refer to people with mental health problems, including crazy, retarded, weird, and
interesting. They also said that clinical terms like depression and bipolar are used
to describe people who do not in fact suffer from these problems. These findings
suggest that the fear of being negatively labeled keep individuals from seeking help for
their anxiety and depression.
Compounding the stigma of depression is a trend that students feel more
disconnected from each other. A 2010 study by University of Michigan found that
there has been a 40 percent decline in empathy among college students, with most of
the decline taking place after 2000. This decline in empathy and surge in anxiety and
depression closely coincides with the dominance of communication driven by
technology. Studies of conversation both in the laboratory and in natural settings
show that when two people are talking, the mere presence of a phone on a table
between them or in the periphery of their vision changes both what they talk about and
the degree of connection. People keep the conversation on topics where they wont
mind being interrupted. They dont feel as invested in each other, said Sherry Turkle
author of Stop Googling. Lets Talk. Students today are more connected on social
networks than ever before. This hyper connectivity has led to a disconnect in peer to
peer and face to face communication that could be a barrier in getting students to talk
more about their negative feelings, especially with friends.
According to Matt Wawrzynski, Ph.D., College and university administrators
have long believed that peers can play a uniquely effective role in encouraging their
peers to consider, talk honestly about, and develop responsible attitudes and lifestyles
regarding a number of topics from alcohol to multiculturalism, and college
undergraduate peers have such an important impact on each other; they are the single

12

most potent source of influence on undergraduate student affective and cognitive

growth and development during college.
An example of peer-to-peer support is Poder Latino, a community-wide
program led by trained peer leaders. The peer leaders went to speak in schools,
community organizations and health centers. They also had discussion meetings in
homes of community youth, did door-to-door canvassing, made condoms available to
their peers and had radio and television public service announcements. The statistical
findings, which included late initiation of sex, a decrease in the numbers of sex
partners and an increase probability of carrying condoms all prove how powerful this
peer-led program was.
Its important to acknowledge the positive impact that peer-to-peer support can
have and how effective it is in changing attitudes and behaviors. Peer to peer
counseling has even been implemented by colleges like The John Jay School of
Criminal Justice in order to help students get adjusted to the colleges culture and to
meet their educational and personal goals.
Decreasing the stigma attached to anxiety and depression means creating an
open and friendly environment for students to speak honestly about their struggles
with mental health problems.

13

Consumer
The City College of New Yorks student body is amongst the most diverse in the
US with over 16,000 students from different ethnic backgrounds. Regardless of
ethnicity, every student experiences stress at some point during their academic career.
The problem is that students have a hard time sharing their stress with others
although they often share other details of their lives on social media.
According to a recent survey conducted by VIISION, the top reasons CCNY
students experience stress are poor time management, family issues, and a heavy
workload. These are things that come with the territory of being a college student, but
despite how common of these factors are, students often feel alone in their stress and
anxiety and fail to express what they are going through. In data provided by social
influence marketing platform Crowdtap, individuals ages 18-36 spend an average of
17.8 hours a day on social media. Unfortunately, statistics from internet marketing site
Go-Gulf show that only 19% of people share about how they feel.
The survey conducted by VIISION also revealed that many students fail to speak
out about their stress and anxiety because of fear of judgment by others. Although
millennials continuously share on social media, CCNY students fear being seen
differently by their peers if they speak openly about their inability to handle stress.
Unfortunately, many students do not understand that it is normal to feel temporarily
overwhelmed and that having someone to talk to may be the key to coping with
stressors.
In the same survey, 88% of respondents said they are willing to listen to a friend
who comes to them for help. Contrary to this finding, many students report not talking
to anybody because they were embarrassed, or they feel that others wouldnt
understand. In fact, someone opened up about feeling helpless. This perception of
not being understood serves as a roadblock to seeking help when students may need

14

it most. Because of the stigma surrounding stress and anxiety, students tend to
dismiss the idea of talking to someone about their feelings.
Because of the assumption that their stress is not deserving of concern, many
students either consider counseling as a last resort and try to solve the problem on
their own, or simply ignore the problem. In other words, many students tend to blanket
their feelings of anxiety and stress by posting other (more socially acceptable) aspects
of their lives on social media to feel accepted. Despite the pressure for students to
showcase their best self on social media, they often hide important mental health
challenges that are compromising their success and well-being.

15

BIBLIOGRAPHY
Advocates for Youth. "Peer Programs: Looking at the Evidence of Effectiveness, a
Literature Review." Peer Programs: Looking at the Evidence of Effectiveness, a
Literature Review. Web. 3 Nov. 2015.
"B4Stage4." Mental Health America. Web. 15 Dec. 2015.
Bovino, Beth "Why Millennials and the Depression-era Generation Are More Similar
than You Think." Fortune Why Millennials and the Depression-era Generation
Are More Similar than You Think Comments. 29 Apr. 2015. Web. 12 Nov. 2015.
Brenner, Joanna. Smith, Adam "72% of Online Adults Are Social Networking Site
Users." Pew Research Center Internet Science Tech RSS. 4 Aug. 2013. Web. 8
Dec. 2015
Centers for Disease Control "New York 2013 Results." CDC-Youth Online: High School
YRBS. N.p., n.d. Web. 18 Oct. 2015.
Griffen, Riley. "Social Media Is Changing How College Students Deal With Mental
Health, For Better Or Worse." The Huffington Post. Web. 12 Nov. 2015.
Hoffman, Jan. "Anxious Students Strain College Mental Health Centers." Well Anxious
Students Strain College Mental Health Centers Comments. N.p., 27 May 2015.
Web. 26 Sept. 2015.
"Millennials Are More Depressed than Older Co-workers." Millennials Are More
Depressed than Older Co-workers. 23 May 2015. Web. 12 Nov. 2015.
Shah, Rawn. "Millennials May Benefit and Suffer Due to Hyperconnected Lives."
Forbes. Forbes Magazine, 2 Mar. 2012. Web. 12 Nov. 2015.
Substance Abuse and Mental Health Services Administration "Age- and Gender-Based
Populations." Ann.lynsen. Web. 3 Nov. 2015.
Taylor, Kate. Millennials Spend 18 Hours a Day Consuming Media -- And It's Mostly
Content Created By Peers. Entrepreneur. 10 March, 2014. Entrpreneur.com. 14
Dec 2015. Web. http://www.entrepreneur.com/article/232062
The City College of New York; City Facts Fall 2012; Total Undergraduate and Graduate
Enrollment by Full/Part-time Status; Fall 2003-2012; The City College of New
York; Web; 18 Oct. 2015; table 1a.
The New York City Department of Health and Mental Hygiene "Health Department
Launches Poster Campaign In Schools and Clinics to Help Address High Rates
of Depression in Latinas." N.p., 16 Oct. 2007. Web. 15 Oct. 2015.
The New York Times. Depression. The New York Times Health Guide. The New York
Times, n.d. Web. 14 October 2015.
16

Turkle, Sherry. "Stop Googling. Lets Talk." The New York Times. The New York Times,
26 Sept. 2015. Web. 3 Nov. 2015.
VIISION. Wellness Survey. The City College of New York. VIISION, 2015. Print.
Walton, Alice. "New Study Links Facebook To Depression: But Now We Actually
Understand Why." Forbes. Forbes Magazine, 8 Apr. 2015. Web. 12 Nov. 2015.
WHAT PEOPLE SHARE ON SOCIAL NETWORKS STATISTICS AND TRENDS. Gogulf.
14 July 2014. Gogulf.com. 14 Dec 2015. Web. http://www.go-gulf.ae/blog/whatpeople-share-on-social-networks/

17

Target Market
Incentive Statement
To socially minded CCNY students, Healthy CUNY is a
mental health initiative that de-stigmatizes mental health
by turning victims into fighters because theyll feel like
part of a movement.

18

Integrated Marketing
Communications Plan

19

Part I: THE WORK PLAN

SWOT Analysis:
STRENGTH

Weve found through research that students are aware of their feelings of
stress, anxiety, and depression.
Knowing and understanding why these feelings exist is the first step in the
coping process.

WEAKNESS
Students see mental health and their struggle with anxiety and depression as a
private matter.
Because of the stigma surrounding mental health, students prefer to stay silent
for fear of being ostracized.
Though they are battling these issues privately, they prefer to hide behind fake
smiles. Students would rather have their peers see them in the best light
possible.
OPPORTUNITY
We can reframe the issue of anxiety and depression which is considered private
into something worth sharing.
Since we live in the Age of Sharing theres never been a greater moment to
lower the barriers to talking about this stigmatized issue.
THREATS
Students may feel pressured into giving a detailed description of their struggles.
They may not understand how stigma affects their knowledge and feelings
concerning stress, and anxiety.
Key Fact: The recent development and enormous popularity of social media has given
rise to the Age of Sharing which has helped de-stigmatize many of societys taboo
topics. However, mental health is seen as such a deeply held privacy that it remains
stubbornly invisible, making it a more difficult issue to addressor champion.
How Can a Marketing Communications Campaign Address This? By showing mental
health as an issue of our time, having students acknowledge mental health as part of
their identity, and generate a movement equal to Black Lives Matter, Gay marriage, and
LGBT rights.

20

Part II: THE COMMUNICATION STRATEGY

What is the Product or Service? The product is the de-stigmatization of attitudes about
anxiety and depression.
1) REALITY:
Students feel a sense of shame in regards to seeking help for anxiety and
depression.
Students acknowledge that feelings of stress, anxiety, and depression are
prevalent, but feel shame in sharing those feelings.
Students do not view anxiety and depression as a normal attribute but view
them as negative labels.
Students keep silent about their struggles.
There is no rallying cry or movement that helps students normalize feeling
anxiety and depression, and that it is their right to seek and be provided with the
proper help.
Anxiety and depression has a stronger presence within the student body than in
previous years
2) PERCEPTION:

It still feels taboo for students to speak on anxiety and depression because of
the stigma. Misunderstanding of mental health problems can lead to its
sufferers feeling increasingly burdensome and some may retreat into further
isolation. The fear of being misunderstood, of being embarrassed or, of being
patronized, smothers those that are in search of care or a listening ear.
Students online image represents who they are. They feel that if they dont
share their struggles online, theyll be more attractive to their social circle. They
feel they can hide negative feelings without impact.

What is the Principal Competition? Competition would stem from organizations like
Nami (National Alliance on Mental Illness) which reaches out to college campuses
nationwide. Ads feature a very simple design and call to action. Students are
encouraged to take action and make a promise to listen. By visiting their website,
students are able to take a pledge and share the hashtag #IWillListen. NAMI is also
using music to help break the stigma of mental health and to get those suffering to
reach out for help and for others to be there to listen.

21

Who are the Prospects?

Demographics:
Culturally diverse individuals, meaning they are from different ethnic
backgrounds and are aware of the different ethnicities that exist on the CCNY
campus.
Between the ages 18-25.
Commuter students.
Work part time while attending school full time.
An income of 6-10k.
Psychographics: These are students who value their time, stick to a budget, but also
enjoy socializing within the CCNY community. They are responsible, but also fear
judgment. Students are concerned about others perceptions of them, especially
through social media. These students value authenticity, and like to build coalitions
behind non-conformist issues.

Geographic: 15,464 students who attend day and evening classes. 13,785 New York
City and out of state residents, 829 international students, 511 undocumented
students, and 339 students whose status is unknown.
Media Patterns: Students are connected to their world through their cellular devices.
Smart phones are the quickest form of media consumption. Students are more likely
to consume their information on social media platforms such as Facebook Twitter,
Instagram, and snapchat. Students post superficial information about what theyre
having for lunch, or what there outfit of the day is.
The Competitive Consumer Benefit:
Empowerment.
Being part of a movement for change makes students feel more in control. Enabling
students to realize that they may claim their right to speak up about anxiety, stress,
and depression will empower them to do just that -both for themselves, and others.
Being part of a movement makes students feel like fighters instead of victims.
The Support:

Movements are purposeful, organized groups striving to work toward a common

goal. These groups are attempting to create change. Movements focus on the
bigger picture, focusing on the way that all aspects of a society is integral to the
continued health and viability of that society. Since the 1940s the rate of nonviolent movements have risen from 40 percent to nearly 70 percent. It proven to
be the best method to rally individuals for a common cause

22

There has been an increase in the number of people who identify as transgender
because public advocacy has helped made it easier for something so private
and personal to be discussed and even celebrated.

The Target Market Incentive Statement:

To socially minded CCNY students, Healthy CUNY is a mental health initiative that destigmatizes mental health by turning victims into fighters because theyll feel like part
of a movement.
COMMUNICATION OBJECTIVE:
a. Whats the Main Point?
To get students to actively speak out to go beyond just owning it. Letting students
know that speaking out about your mental health is a strength, not a weakness.
b. Action to Be Taken:
Speak up about their own mental health status. Start a movement. Rally around the
issue. Form support groups, clubs, social media platforms that help people speak out
about their mental health status. Students should begin to equate mental health as an
issue to rally around. They should want to build a coalition around it; create a
movement; make peers join the movement as support for others and themselves.
Brand Personality/Campaign Tonality: Empowering. Inspiring. Strengthening. Its your
right.

23

Part III: Media/Points of Contact Strategy

Media Objectives: With our media placement we aim to spark action within the student
body. We want students to not only relate to our ads, but have them become that
student who tweets or speaks up about what there really going through. We have
strategically placed our ads where CCNY students congregate the most. Our ads bring
about discussion the moment they are seen.

Proposed Media Tactics

Promo

Placement

Schedule/Frequency

Production
Cost

Placement
Cost

Print Ads 11x17

MCA lounge
Bulletin boards located
in NAC
Marshak building
Next to the Counseling
Center
Bulletin Boards in
Compton Goethals

End of November,
through December/
Daily

$0

$0

3 Posters /Full Color

18x24

Strength in Sharing
Event

12/03
12:30pm-2:00 pm

$36.71

$0

Banner
8x2.5

Strength in Sharing
Event

12/03
12:30pm-2:00pm

$48.98

$0

:60 Radio Spot

WHCR
Station

12/08
At 4:00 pm

$0

$0

Social Networking

Twitter
Facebook
Instagram

Ongoing as of 11/20

$0

$0

Alternative Media

NAC, Shepard Hall,

Marshak, Compton
Goethals, Underneath
fire alarms

12/01-12/03

$0

$0

Total Media Budget

Allocation (Minus
production cost)

$0

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Integrated Marketing Communications Campaign Proposal

for Healthy CUNY Initiative
WHATS THE BIG IDEA?
The Strength in Sharing Campaign
CONCEPT
The Strength in Sharing Campaign will not only give voice to those anxieties that
students usually keep private, but encourage others to rise up and rally in support.
EXECUTIONS
The Strength in Sharing Campaign will promote a healthier outlook on mental health
for CCNY students through Public Relations materials such as radio announcements
which inform students of interesting statistics from a survey done on campus, a fact
sheet which gives advice about how to deal with stress on campus. The on-campus
event, Strength in Sharing, allow participants to speak out in unison to fight the stress
of academic life. The Strength in Sharing Campaign will also use an Advertising
Campaign to be displayed on the CCNY campus. The print ads focus on relatively
trivial topics that students often share on social media while keeping their stress and
anxiety to themselves. Alternative media will leverage the fire alarms across campus
to dramatize the importance of sounding out about stress.
TAGLINE
Stressed Out? Speak up!

25

PUBLIC RELATIONS CAMPAIGN PROPOSAL

for Healthy CUNY Initiative
The Strength in Sharing Campaign

THE PR CAMPAIGN CONCEPT

The PR campaign supports our overall messaging that addressing ones mental health
challenges is a sign of strength not weakness.
PR MESSAGING
CCNY students are challenged to talk about their mental health issues, which
could be hurting their academic success.
Students would benefit by acknowledging what their stressors are, which would
help them to speak up and take the first step in dealing with the issue.
Healthy CUNY Initiative seeks to reduce the physical, psychological and familyrelated health barriers that block academic success and graduation.
EXECUTIONS
Press Release
Media Alert
PSA
Fact Sheet
Social Media: Instagram Page

26

FOR IMMEDIATE RELEASE

CONTACTS: Kathiusca Nunez

Kathynunez01@gmail.com
(646) 488-9248
Jalesa Tucker
Tuckerjalesa@gmail.com
(914) 272-9211

New Campaign Empowers CCNY Students to

Talk about Mental Health
As finals week approaches, students around campus are experiencing higher level of stress
and anxiety. On behalf of Healthy CUNY Initiative, VIISION, a group of Advertising and Public
Relations seniors at the City College of New York, launched an integrated marketing
campaign, Strength in Sharing to empower students to speak up about their mental health
challenges. The campaign aims to combat the stigmas associated with mental health by
showing how important it is to talk about these issues.
According to a recent survey by VIISION, CCNY students revealed that they were willing to
listen to other peoples problems but were unwilling to burden others with their problems. To
help empower students, VIISION hosted a mental health awareness event at the City College of
New York on Thursday, December 3rd, 2015, at the NAC building in room 1/211, from 12:301:45PM.
The event, also titled Strength in Sharing helped students realize that talking about their
mental health issues is not a sign of weakness, but is a strength.
The event, which included activities created to help students see their common struggles and
a live rendition of Still I Rise by Maya Angelou, was designed to encourage students to talk
about what makes them stressed, anxious or depressed. Team VIISION intends for the event
to be the start of a student led movement to empower their peers to have open discussions
about their mental wellness.
VIISION has also created a friendly community on Instagram for students to join and feel
inspired to continue the movement. Inspirational quotes are posted regularly to motivate
students especially during finals week, one of the most stressful times of the semester. Each
post includes VIISIONS hashtags, which are #StressedOutSpeakUp and #StrengthInSharing
for everyone to share.
About Healthy CUNY Initiative:
The Healthy CUNY Initiative is aiming to make CUNY the healthiest urban university in the
United States. HCI recognizes that there is a significant connection between educational
success and health. HCI wants to reduce the physical, psychological and family-related issues
that can be an obstacle in students lives for academic success.
27

Media Contacts:

Kathiusca Nunez
646-488-9248
Kathynunez01@gmail.com
Jalesa Tucker
Tuckerjalesa@gmail.com
(914) 272-9211

***MEDIA ALERT***

STRENGTH IN SHARING EVENT EMPOWERS CCNY STUDENTS TO TALK ABOUT MENTAL

HEALTH

WHAT:

Strength in Sharing, an event to help de-stigmatize mental health

issues including anxiety, stress and depression amongst CCNY
students and to help students feel empowered to speak up about
mental health challenges.

WHO:

VIISION, on behalf of Healthy CUNY Initiative

WHY:

Mental health issues among college students are on the rise. Research
by VIISION indicates that while students are willing to listen to
problems of their peers, students often remain unwilling to share
their own struggles with anxiety and depression.

WHEN:

Thursday, December 3rd, 2015

12:30 1:45PM

WHERE:

NAC Room 1/211

28

Radio Script
Client: Healthy CUNY Initiative
Campaign: Strength in Sharing
Date: November 24, 2015
Title: Family, School, Work: STRESSED
Length: 45 seconds

Female: Wake up at 4 AM. Finish that 10 page paper by 5:00 AM. Crap. It took longer.
Finish my paper at 6:38. Take a 12 minute nap.
SFX: Alarm clock goes off and a slam of the snooze button.
Female: No. Hit snooze. Late for work. Take a shower, brush my teeth, fix my hair, zip
out the door.
SFX: Exaggerated breath
Female: Wait on the train.
SFX: Female mimics train announcers voice
Female: We are being held momentarily.
Female: Late to work. Get off work. Grab something to eat.
SFX: Phone vibrates and ring tone. Clicking of phone keys.
Male: Can you pick up your little sister from school? She isn't feeling well.
Female: Head to school. Print my paper.
SFX: Clicking of keys. The sound of text message being sent.
SFX: A person walking at a brisk pace
Female: Run to class.
Hand in my paper... Tell my professor I have a family emergency. Zip back out the
door...
Narrator: According to a survey done by Vision on behalf of Healthy CUNY Initiative,
the top 3 reasons CCNY students feel down and overwhelmed are lack of time, family,
and the pressure to succeed after graduation. We can't use magic to create a 36 hour
day but here's a tip to help deal with stress. Talk. Lighten your load and open up to
someone about your stress can be therapeutic. Speak Up. Follow Vision on Instagram
at Vision Agency, Vision with is V-I-I-S-I-O-N-A-G-E-N-C-Y, for more about the Strength
in Sharing campaign.

29

EVENT FACT SHEET

Top 4 Ways to Manage

Stress

Managing your stress can be empowering. One of the best ways to manage stress is
to not keep it to yourself. You share everything else on social media, why not your
everyday stressors?
Here are Team VIISIONs top tips to empower you to speak up if you are stressed.
1.

Talk to a friend or family member. Talking to someone you trust can ease
feelings of stress and anxiety.

2.

Share your stress and anxiety on social media. You share everything else. Why
not stress? You may be surprised by the support you get and how your story
could also help others.

3.

If you prefer anonymity, call a crisis hotline to help you cope with your stressful
feelings. You can also get some helpful resources. Crisis Call Center 775-7848090.

4.

Visit the CCNY Counseling Center located in the Marshak building, room J-15, or
call 212.650.8222 for an appointment.

Share your stressed out moments on our Instagram page @ViisionAgency using the
hashtags #STRESSEDOUTSPEAKUP.
Healthy CUNY Initiative (HCI) is dedicated to making CUNY the healthiest urban
university in the United States. HCI seeks to ensure that students leave CUNY healthier
and better able to protect their future health than when they entered. Acknowledging
the strong connection between educational achievement and health, HCI seeks to
reduce the physical, psychological and family-related health barriers that block
academic success and graduation
30

Facebook

31

Instagram

32

ADVERTISING CAMPAIGN PROPOSAL

for Healthy CUNY Initiative
The Strength in Sharing Campaign

THE PRINT CAMPAIGN CONCEPT

The print campaign will utilize comments on social media to dramatize how willing we
are to share even the most trivial aspects of our life. This will be contrasted by
subheads that capture our more private and distressing thoughts. The tagline will be
an anthem that helps students rally around the weaker of the two comments.
THE EXECUTION OF THE ADS
Each ad will feature a humorous social media post surrounded by bright colors. The
rest of the print ad will be surrounded in darkness. The bright lights symbolize the
perfect world we pretend to live in online. Darkness symbolizes our true feelings of
depression in the real world. The dark side of the print ad will reveal in small print the
real feelings a person experiences and shows that maybe we shouldnt try to hide.
TAGLINE
Stressed Out? Speak Up!

33

34

35

36

ALTERNATIVE MEDIA ADVERTISING CAMPAIGN PROPOSAL

for Healthy CUNY Initiative
The Strength in Sharing Campaign

TYPE OF MEDIA OR GENRE:

Guerilla Marketing
CONCEPT:
To visualize that problems cant be heard unless you speak up. Fire alarms around
campus will be leveraged as concrete examples of how sounding off in times of
danger is a good thing.
EXECUTION:
We will have a group member strategically post signs around fire alarms where a large
population of CCNY students gather. Members will make sure the signs are also non
obstructive of the fire alarms ensuring they dont interfere with safety. The copy on the
signs will read If it didn't make a sound, we wouldn't know there was trouble.
VISUAL:
Signs posted around fire alarms.
COPY:
(If it didn't make a sound, we wouldn't know there was trouble)
TAGLINE:
Stressed Out? Speak up
EVENT INFO:
Join us at our empowering Strength in Sharing event on Thursday, December 3rd.

37

38

ON-CAMPUS EVENT PROPOSAL

for Healthy CUNY Initiative
The Strength in Sharing Campaign

EVENT CONCEPT - Strength in Sharing is a pop-up rally designed to empower CCNY

students to speak up about stress.
EVENT EXECUTION - VIISION will give students license to speak up about their stress
and anxiety more actively in a supportive environment. The event will be a supportive
and inspiring gathering that helps students feel a sense of community in their mental
health struggles, using ice breaker exercises, inspirational readings, rallying cries, and
a pledge to show students that speaking up about mental health issues is
empowering.

TAGLINE
Stressed Out? Speak Up!

39

1. WELCOME
TABLE.
At our Welcome
Table, members of
team VIISION gave
information about
stress induced
anxiety and how
HCI was a CUNYbased initiative to
provide mental
health support.

2. STEP TO THE
LINE:
The Strength in
Sharing event
started with the
game, Step to the
line as an
icebreaker. We
asked students
questions related to
school, work and
their future so that they could start coming together as a group and realize how much
they all have in common.

40

3. For the second part of the Strength in Sharing event, VIISIONs members walked in
with tape on their mouths and took it off as they recited the poem, Still I Rise by
Maya Angelou. This part of the event symbolized the idea of how students shouldnt
keep their stressors to themselves and how its really such a relief to speak up.

41

4. After reciting the poem, VIISION members invited students to take an index card
from the box and come up to the stage to read it. Once they were done reading it, the
crowd shouted Still I Rise.

42

5. At the end, students came together as a group and read our pledge. Students
celebrated and signed our board, which read, I will speak up.

43

PROJECT BUDGET

44

Event budget:
Pledge presentation board and
decorations:
Signage poster board
Noisemakers
Refreshments
Cups
Pizza
Plates
Candy + Goodie bags
Table covers

$18.48
$6.90
$15.22
$20.63
$7.56
$60.86
$0
$17.74
$3.98

Event total:

$151.37

Production budget:
Three Poster size print ads
Strength in Sharing banner
Leave Behind
Production total:
Campaign Total:

$36.71
$48.98
$229.84
$85.69
$466.90

45

Measurement and
Potential Growth

46

Measurement and Potential Growth

In the early stages of our campaign rollout, VIISION members posted the print ads to their
personal Facebook pages, receiving an average of

15 likes per post.

After our Strength in Sharing event, our number of Instagram followers

more than doubled,

with many students reposting the content from VIISIONs page to their own pages.
Additionally, each post on Instagram garnered an average of

15 likes.

Number of Instagram
Followers Pre & Post Event
76

80
60
40

34

Number of Followers

20
0
Before Event After Event

Additional Numbers

28 event attendees
An estimated 6,500 total print media impressions
An estimated 28,000 total PSA (radio) impressions

Potential Growth
In keeping with the goal of starting a grassroots movement, early stages of measurement arent
always telling. Historically, grassroots movements increase exponentially after a significant
turning point or catalyst.
VIISION believes that the catalyst for the Stressed Out? Speak Up! movement would be the
rollout across CUNY campuses. While the event at CCNY was a viable pilot, the true success of
the program truly gains its strength from the number of people seeing and investing in the
message.

47

RECOMMENDATIONS

48

1. Implement the Stressed Out? Speak Up! campaign across CUNY campuses as a
way to spark conversation and inspire students to vocalize the things causing them
stress and anxiety.
2. Host a monthly Twitter chat where HCI professionals and counselors in the CUNY
network can weigh in and give advice about stress and anxiety.
i. Each CUNY campus should have a Strength in Sharing event that livestreams the HCI Twitter chats, so that on campus ambassadors can facilitate
conversation and give students an outlet in person a place where they can
feel comfortable speaking out, while using advice and information from the
chats to make healthy lifestyle choices.
ii. Incentives to participate can include stress release stations such as
chamomile tea, hot chocolate, essential oils, etc or a random raffle for those
engaged with the twitter, those positively influencing their peers, etc.
iii. Twitter chats would incorporate the general hashtag #StressedOutSpeakUp,
as well as campus-specific hashtags such as #StrengthInSharingCCNY,
#StrengthInSharingHunter #StrengthInSharingBMCC, etc.
3. We suggest a feature to Healthy CUNY Initiatives app called CUNY Speak. Through
this feature, students will share in an open channel to talk about their stressors. This
online community will serve as a place where students will vent to each other and
sympathize with each other in a convenient way. However, the community will be
heavily monitored for improper use.

49

REFLECTION

50

"Stressed Out? Speak Up" is more a daily mantra than a passive campaign. As a team,
it quickly became apparent that we couldnt just spread the message to CCNY
students, we had to be the message. Being stressed out is an inevitable part of life as
a college student, but we wholeheartedly believe that speaking up about the things
causing anxiety and stress can not only make the load easier to bear, but also
empower others to speak up.

I feel like the power behind our campaign really came to life during our Strength in
Sharing event. After students volunteered to read each others anonymous stressors,
they volunteered to share their own. Students began to speak up about their life
stressors. Each person that stood up was like an anchor that pulled up other students
to stand with them. Whether they were discussing awful roommates, family, or school
issues, it was so powerful to see that students were willing to stand behind their
feelings, with such strength. - Cassandra Henry

Considering all that happened this semester, from the passing of a person close to
me to coping with PMDD, this campaign couldn't have come at a better time. I've
always tried to put up a front like I have everything under control but sometimes I
don't. I've learned to speak up more about my issues. Speaking up allowed me to
connect with other students going through the same things as me. I'm not alone.
- Tiffany McKay

During my college career, I always tried dealing with personal problems on my own
because I was afraid of what others would think about me. This semester has truly
been a rollercoaster for me because of family problems. But, working on this campaign
made me actually seek help by opening up to peers, which feels great. I feel like I no
longer have to put up a front because theres nothing wrong with expressing how I
truly feel even on my bad days. - Kathiusca Nunez

51

It was interesting how the purpose of the campaign was to get students to speak up
but in my personal life I did the opposite. I pushed my best friend away and would
ignore his messages. I am always having anxiety episodes and instead of reaching out
to my best friend for help I kept it all inside. Now that the campaign has come to an
end I know that I have my friends to reach out to whenever I need them.- Dario Orta

I found it funny that as I worked on the development of this campaign I myself

underwent extreme stress and anxiety. As a senior in college the work's difficulty
intensifies and the pressure from the professors is felt. However, seeing the impact
our campaign had on students, witnessing them receiving the message we wanted
them to grasp at the event, was worth all of the hard work. I came to appreciate that
our efforts matter because our Stressed out Speak Up campaign matters, it has the
potential to impact the lives of students. - Gloria Quinones

Working on this campaign has been an amazing and long journey. I feel like all of our
efforts (papers, meetings, revisions) culminated to the Strength In Sharing event.
Asking students to join us in the front of the room to speak openly about what makes
them stressed to strangers was powerful to witness. Theres something incredible
about chanting in unison And Still I Rise, in spite of what causes us stress. I hope the
students who participated in the event or witness and supported other people take
center stage remember that moment. I hope our campaign lives on. - Jalesa Tucker

During this semester, my mom passed away in the middle of midterms. Since taking
on HCI as a client, I have had no choice but to embody this campaign every day. Many
of my peers on social media and on campus have told me that I inspire them speaking
out. In my opinion, "Stressed Out? Speak Up" is already becoming more than just a
campaign." - Joanna Ventour

52

TEAM CREDENTIALS

53

Mission Statement
VIISION is an integrated marketing agency whose mission is to transform
the conversation on mental health into a movement that empowers
people to speak up about stress, depression, and anxiety.

54

VIISION Team Bios

Cassandra Henry
Cassandra Henry is an Advertising and Public relations
major at the City College of New York. She played a big
part in developing the strategy. Cassandras key role in this
campaign was writing the Integrated Market
Communications Plan. She was also an editor on both
Consumer and Market Research papers. She is currently an
intern at Young and Rubicam and hopes to explore a future
in account management.

Tiffany McKay
Tiffany McKay is an Advertising and Public Relations major
at City College. She served as Project Manager for the
campaign. She wrote the consumer paper, PSA, Big Idea
proposal, helped write the primary research survey and
contributed to finding secondary research. After receiving
her degree, she plans to work for YMCA's communications
team and start her own business.

Kathiusca Nunez
Kathiusca is an Advertising and Public Relations senior at
the City College of New York. She has always had an
interest in helping out the community, so working with
peers to increase awareness about mental health was a
dream come true. She was specifically in charge of writing
VIISIONs press release, media alert, product paper and
handling the Instagram account. Her goal is to land a
public relations/social media job at a multicultural firm.

55

Dario Orta
Dario contributed to the Strength in Sharing campaign by
designing the team logo, writing the competitive
advertising analysis, public relations proposal, and the
advertising and alternative media proposals. He hopes to
one day work for The Martin Agency, which would fulfill his
childhood dream of working for Oreo.

Gloria Quinones
Gloria served as the creative director for this project,
dedicating her talents to the advertising and graphics. As a
double major in Media Communications and Studio Art, her
goal is to become a Creative Director.

Jalesa Tucker
Jalesa Tucker is a communications student, PR intern and
aspiring writer looking to immerse herself in the creative
industries of content marketing, PR and journalism. Her
work has been published in Harlem Focus, The Campus,
The Viking News, and The Pulitzer Center for Crisis
Reporting. In her current role as an intern for Media
Masion, she has gained hands on experience in strategic
communication and integrated marketing campaigns.
Joanna Ventour
A passionate experiential communications enthusiast,
Joanna believes that all advertising and PR should create
an intimate experience. She not only lent VIISION her
attention to detail, she was also the voice of reason that
brought the group back to the big picture, and the
designated devil's advocate

56

RESUMES

57

Cassandra Henry
C.b.henry92@gmail.com
https://www.linkedin.com/in/cassandrahenry1
Cell: 347-781-8885
______________________________________________________________________________
Key Qualifications:

Communications major with work place experience. Strong

research, oral and written communications skills.
Computer: Microsoft Word and Office, Excel, PowerPoint, Web
Research, Data Entry

Education:

The City College of New York

BA in Communications candidate, May/2016
Specialization: Advertising/Public Relations
Related Course Work:
Advertising Planning/ Advertising Management/ Advertising Copy
Writing/ Corporate Communications/ PR Writing and Media
Professional Clubs:
American Advertising Federation CCNY chapter: Treasurer
Roehampton University, London
Summer study abroad: 2014

Experience:

8/2015/12/2015

07/09-09/15

9/2015/Current Young and Rubicam

Account Management Intern
Managed database materials and edited project timelines
Updated and arranged status reports for client calls
Record and organize internal conference reports
Update budget reports on Excel
Conduct client, and competitor research
Clients- MD Anderson, HI USA, The Navy, UNCF
Healthy CUNY Initiative (Senior Capstone Client)
Researched and drafted papers on market, consumer, and product
analysis for mental health issues
Conducted and analyzed primary and secondary research
Wrote and planned part of Integrated Marketing
Communications Plan
Strategized and executed PR tactics that communicated the
importance of de-stigmatizing mental health issues
The Child Center Of New York, Beacon Program, Queens, NY
Debate Coach
Non-profit community center under The Child Center of NY aimed at
positive development for at risk youth.
Took the initiative to attend trainings in lesson planning,
conflict resolution, STEM (Science, Technology,
Engineering, and Math) enrichment, CPR and first aid
certifications which resulted in well planned, quality
programming

58

TIFFANY MCKAY
2415 Newkirk Apt 4J
tiffanytmckay@gmail.com
(347)- 383- 2830
https://www.linkedin.com/pub/tiffany-mckay/96/527/326
KEY QUALIFICATIONS:

Communications major with journalism minor

Computer: Microsoft Office- Microsoft Word, Excel,
PowerPoint, Publisher, Web Research
Social Media: Twitter, Facebook, Instagram, and Pinterest

EDUCATION:

The City College of New York

B.A. in Communications candidate, December 2015
Specialization: Advertising/Public Relations
Minor: Journalism
Related Class Work:
Public Relations Writing, Corporate Communications,
Advertising Management, Reporting and Writing, Theory of
Mass Culture and Communications, Writing Workshop in
Prose, Advanced Grammar

EXPERIENCE:
08/2015-Present

09/2014-Present

09/2014-Present

02/2014-06/2015
06/2014-01/2013

Healthy CUNY Initiative (Senior Workshop Client)

Served as team project manager to develop an Integrated
Marketing Communications Campaign on anxiety and
depression among CCNY students.
The Campus (CCNYs online publication)
Wrote CCNY-related news articles
http://www.ccnycampus.org/?s=Tiffany+McKay+&submit.x=0
&submit.y=0&submit=Go
Harlem Focus
Wrote Harlem/community- related news articles
http://amsterdamnews.com/search/?q=tiffany+mckay&searc
h_type=past_year
SwimJim, New York, NY
Teach students, ranging from 6 months to adulthood, basic
water safety skills and stroke techniques.
Prospect Park YMCA, Brooklyn, NY
Create and execute lesson plans for 6-9 year olds
Ensure the safety of the students by keeping the environment
safe.

59

Kathiusca Nunez
3410 Kingsbridge Avenue Apt. E54 10463 Bronx NY
Kathynunez01@gmail.com (646) 488-9248
KEY QUALIFICATIONS:
Communications major with PR agency internship and workplace
experience. Strong research, oral and written communications skills.
Computer: CisionPoint, Photoshop, Microsoft Word, Excel, PowerPoint
Social Media: Facebook, Twitter, Instagram,
Wordpress, Blogger
Language: Excellent bilingual oral and written skills
English/Spanish
EDUCATION:

The City College of New York

BA in Communications candidate, February 2016
Specialization: Public Relations/Journalism
GPA 3.5 Deans List
Related Class Work:
Ad-PR Workshop/ Social Media Strategies/ Public Relations Writing
Corporate Communications / Marketing Research
Radio Journalism/ Reporting and Writing
/Advertising Planning/ Management Copywriting

EXPERIENCE:
Fall 2015

Healthy CUNY Initiative (Senior Workshop Client)

Developing an integrated marketing campaign to increase awareness

01/2015- 04/2015

about mental health amongst CCNY students

Conducting primary and secondary research to develop key
messaging and strategic plan
Writing press release and media alert

Alison Brod Public Relations

Multicultural PR Intern
Drafted Multicultural PR Newsletter bi-weekly
Attended conference calls with clients
Participated in strategic brainstorm sessions with the multicultural
beauty team and lifestyle team
Edited product blurbs in English and Spanish for LOreal event in
Miami
Researched and contacted Hispanic bloggers and makeup artists
Created mock-ups of product placements for clients, L'Oreal Paris
and Erno Laszlo
Used CisionPoint to log in Ad values/Impressions on status
reports
07/2014-06/2015

GAP INC.
Sales Associates/ Social Media
Provided professional assistance to customers
Cross-trained on the register, storage room, and fitting room
Created an Instagram account for store

60

Dario H. Orta
308 Senator St., Apt. 3F
Cell: (347) 935-6961; orta.dario93@gmail.com
https://www.linkedin.com/in/dariorta

KEY QUALIFICATIONS
Creative concept design, Proficient in Microsoft Office, Operating Systems: Windows XP, 7,
8, 10, Photoshop, Web Research, WordPress, Android ecosystem, Bilingual English/Spanish.
EDUCATION
The City College of the City University of New York
BA in Communications, Advertising, and Public Relations
Minors: English
Related Classwork:

New York, NY
Anticipated June 2016

Advertising, and Public Relations: Advertising and Public Relations Workshop, Ethics
and Values in Communication, Advertising Copywriting, Advertising Planning, Market
Research, Social Media Strategies, Public Relations Writing, Advertising Management,
Corporate Communications.
English: Advanced Grammar, Intermediate Creative Writing: Reading as Writers, Creative
Writing Workshop.
Honors: Deans List Fall
2014
Major GPA: 3.11
EXPERIENCE
Starbucks Coffee
New York, NY
Barista
August 2013 Present
Communicate with customers in polite manner to increase customer morale and
loyalty
Handle over 400 customer orders especially during rush periods
Manage cash register and intake sales of over $3000, leading to surpass daily record
sales target
Organize retail display to highlight new items and initiatives to customers to generate
sales
Maintain cleanliness of store according to health code standards, passing health code
audits two years in a row
Healthy CUNY Initiative (Senior Capstone Client)

Collaborated with team members to design and implement a campus wide campaign to
destigmatize mental health issues

61

Gloria Quinones
1660 Andrews Ave apt 5g Bronx, NY 10453
Email: GEQuinones24@gmail.com Phone: (786)210-9935

Key Qualifications
Media communications and Studio Art double major with leadership training and
experience. Excellent research, oral, and written communications skills in both English
and Spanish.
Computer: Photoshop, Illustrator, InDesign, Microsoft Word and Office, Excel
PowerPoint, Web Research, Data Entry.
Social Media: Facebook

Education
The City College of New York
2016
BA in communications candidate
Specialization: Advertising/ Public Relations
2016
BA in Studio Art
3.7 GPA
Deans Honor List
Related Classwork
Ad/PR workshop/ Advertising Planning/ Advertising Management/ Advertising
Copywriting/ Market Research/ Public Relations writing/
Typography/ Illustration

Experience
Health CUNY Initiative (Senior Capstone Client)
Fall 2015

Worked on team to develop integrated marketing campaign to

destigmatize Mental Illness among CUNY campus students.
Researched Primary and Secondary information
Composed Consumer paper
Developed Art and copywriting
New York City Church of Christ
Summer 2014-Current

Refined Communication skills

Received Leadership training
Equipped with Crisis Management tools
Cultivated Public Speaking skills
62

Jalesa Tucker
251 Nuber Ave. Mt. Vernon, NY 10553
jalesatucker@yahoo.com Instagram: @jalesatucker

Twitter: @heyjj25

Experience:
The Terrie Williams Agency

01-2014-Current

Intern

Wrote press releases, Client Spotlight, E-Blasts, pitch letters and bios for clients.

Produced content for agency social media.

Pitched stories to acquire media coverage for clients.

Assembled press kits.

Maintained media database.

Obtained online research.

Assisted in executing events and greeting guests.

The Pulitzer Center for Crisis Reporting 04-2014-09-2014

Student Fellow

Collaborated with The Pulitzer Center to write a series of articles on Roma migrants in Paris.

Pitched story ideas to The Pulitzer Center. Planned and executed project within budget.

Scheduled and conducted interviews.

Relevant Classwork & Projects:

Workshop

Collaborated with classmates to address anxiety and depression among City College students.

Facilitated group meetings, presented research on students mental health.

Created conference reports and action plan.

Edited group material including press release, media alert, alternative advertising proposal, PR
proposal, campaign proposal, marketplace analysis, competitive advertisement analysis, Product
analysis, IMCP and event proposal.

Education:
The City College of New York
BA in Communications: 12-2015
Specialization: Advertising/Public Relations. Journalism: Minor
Related Coursework: Corporate Communications/ Social Media Strategies/ PR Writing/ Advertising
Management

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