PR PROGRAM NAME: A Strategic Design for Susan Harbourt Designs

Client: Susan Harbourt Design

ADV 410: Advanced Public Relations
Spring 2015
Katrina Olson
Group Members
Angela Drewno
Nicole Eggenberger
Claire Grice
Riviera McCollum
Brianna Wirtz
May 11th, 2015

Table of Contents

Executive Summary--------------------------------------------------------------------------------------------3-4
Statement of Principles/ Philosophy Statement---------------------------------------------------------------5
Summary of Organization---------------------------------------------------------------------------------------6
Situation Analysis-------------------------------------------------------------------------------------------------7
Target Market Analysis------------------------------------------------------------------------------------------8
Strategic Recommendations-------------------------------------------------------------------------------------9
Message Recommendations------------------------------------------------------------------------------------10
Schedule----------------------------------------------------------------------------------------------------------11
Budget------------------------------------------------------------------------------------------------------------12
Evaluation Plan--------------------------------------------------------------------------------------------------13
Consultant Biographies-------------------------------------------------------------------------------------14-15

Executive Summary

The Situation
Susan Harbourt Design is unsure whether to direct her time towards her dream client or wholesale
retailers. Susans outreach is not reaching her dream client and is having problems interacting with
her customers for them to truly understand the Susan Harbourt brand and what the organization
represents.

Main Public
Crafty moms in their 30s to early 40s with a unique taste in jewelry that are looking for timeless
pieces to add to their collection. They are not the typical mother who purchases jewelry with their
childrens initials on it, but enjoy the quality and uniqueness of handmade pieces, even though it
may be more of a financial investment.

Secondary Public
Creative and unique mothers and grandmothers above the age of mid 40s that appreciate
handcrafted jewelry. These women are not as internet savvy as our main public but enjoy similar
activities such as attending yoga classes and shopping at trade shows as well as boutiques.

Addressing the Situation

Our recommendations include different awareness, acceptance and action objectives that will
strengthen Susan Harbourt Designs relationships with her current and future publics. This
campaign has a few different goals, but the overall theme is to spread the word about the Susan
Harbourt Designs to the different publics. To do this, we must implement the different tactics
discussed later in the proposal.

The Overall Message

Susan Harbourt Design provides women with timeless, sentimental, and handcrafted jewelry that is
irreplaceable and a one-of-a-kind.

Overview of Goals and Tactics

Goal 1: Maintain strong relationships with our current customers
Tactic 1: Host bi-monthly jewelry parties to expose target audience to the Susan Harbourt
brand
Tactic 2: Participate in at least 4 trade shows per year, including one outside of the Midwest
area
Tactic 3: Create an email subscription newsletter which will be sent out to businesses as well
as other individual subscribers featuring new items as well as in-season jewelry
Tactic 4: Send monthly mailing in the form of a postcard with seasonal promotions, new
products, and best selling products of the given month
Goal 2: Expand Susan Harbourts customer base
Tactic 1: Engage in a dialogue with women from around the world through weekly posts on
Facebook, Twitter, Instagram, Pinterest, and LinkedIn
Tactic 2: Create a blog using Wordpress to communicate with customers and generate
excitement about Susan Harbourts jewelry
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Tactic 3: Post bi-monthly videos to YouTube with updates showcasing latest creations

Schedule
We have established a 12-month strategic public relations plan to fulfill our two objectives of
increasing sales by 20% and awareness by 10% within a year time period.

Budget
We have to take into consideration the expenses for our interpersonal communication tactic that
focuses on information exchange by hosting trade shows and jewelry parties. We also have to
consider the cost of our organizational media tactic that focuses on direct mail, specifically catalogs
to reach our target audience and insertions within local newspapers.

Evaluation Plan
In order to evaluate our strategic plan, we will be measuring direct-mail circulation, impressions on
social media websites, and keeping track of attendance at trade-shows.

Statement of Principles/ Philosophy Statement

We plan to use the best practices public relations approach by researching how
competitors are doing, what is going on in the jewelry industry, and seeing how other similar
organizations have handled situations like Susan Harbourts. We chose the best practices approach
because we believed that by comparing Susan Harbourt's Company to similar organizations, this
would help us find a unique selling proposition to help Susan Harbourt Design distinguish itself as a
more efficient and successful company in comparison to competitor jewelry companies. This unique
selling proposition is key when creating a PR plan.
We also believe that it is essential in public relations to portray open and honest
communication to our publics at all times. Transparency will strengthen our positive relationships
with clients and target audiences as well as show our commitment to helping organizations be the
best they can.

Summary of Organization
Susan Harbourt Designs is an organization that specializes in handmade, one-of-a-kind jewelry from
recycled sterling silver and reclaimed copper, specifically rings, necklaces, bracelets, bookmarks and
sentimental gifts. Originally an engineer, Susan discovered her passion for crafting jewelry after taking 90
year old copper wire from her old house and creating a bracelet from the scraps. Today, she has nearly 200
products for sale that are successfully distributed worldwide.
Susan Harbourt started on Etsy 10 years ago where she got a big following and was high in demand.
She started her actual business as its known today, Susan Harbourt Designs, 3 years ago. She now makes
one-of-a-kind items and items in bulk for wholesale retailers. Susans business gained popularity when some
of her pieces were picked up on Uncommongoods and also when she made swag bags for the Oscars and
Emmys. In the last year, Susans business has doubled in sales. Susans best selling item is currently the
ombre Forget Me Not on a cord necklace after being featured on Uncommongoods.
Public perceptions of Susan Harbourt Designs are that the organization provides women with unique,
customized jewelry at a low and affordable price. Her gifts are sentimental and timeless and also support
local businesses and the environment. Her products are seen as contemporary, distinguished, innovative and
of the highest quality. She has a good reputation with her customers because she delivers her high quality
jewelry products quickly and efficiently, with customer satisfaction as her number one priority.
The internal environment of Susan Harbourt Designs includes her performance, structure, internal
impediments and niche. The organization successfully provides middle-aged women in their upper 30s and
lower 40s who value unique, sentimental jewelry in their lives by using trade shows, catalogs and her online
website to sell products. She uses communication structures including online advertising and promotions,
social media, tradeshows and personnel to structure her business. An internal impediment is her
disorganization of advertising and public relations with her customers and target audience. Susan Harbourt
does a lot of her own advertising and connections with her customers that it is becoming too much for her to
handle and keep organized. Susans niche is that she provides customers with one-of-a-kind, beautiful
jewelry for women that is irreplaceable.
The external environment of Susan Harbourt Designs includes competitors, supporters, opponents
and external impediments. Competitors of Susan Harbourt is other local jewelry makers who also specialize
in customized, handcrafted jewelry that offer products at a lower price. Supporters of Susan Harbourt include
people who are interested in supporting the local economy and unique jewelry and also people who are
passionate about the environment and recycling. Similar to Susans competitors, her opponents would be
jewelry businesses that share similar mission statements. Artists on Etsy that sell similar products or local
jewelry makes could act as opponents for Susans business. An external impediment that Susans business
may face in the future is the economy. Depending on the state of the economy, people have more or less
spending money and this will determine whether they are willing to spend money on goods that arent
necessities. The state of the economy also determines prices for goods such prices for materials. An increase
in cost for materials can increase costs of jewelry price, which could potentially lead to decrease in sales for
Susan. If Susan were to keep prices of her jewelry the same while materials cost more, she would lose profit.

Situation Analysis
Overall, Susans problem is deciding whether to direct her time towards her dream client or
wholesale retailers. Once this issue is solved, Susan can then focus her social media efforts to be specific for
a certain market.
Originally an engineer, does not believe that she is doing the best job possible because she was never
trained in advertising, online promotions or social media. She is talented in the engineering manufacturing
side of the jewelry business, but not the necessary training to advertise her jewelry. The problem with her
outreach is that she does not know how to best devote her time due to the debate of whether to aim sales
more at wholesale retailers or her dream client.
Susans outreach is not reaching her dream client, which are moms of her current customers,
meaning that she wants to reach middle-aged women in their upper 30s and lower 40s who enjoy shopping
at boutiques and appreciate unique pieces. Susan gets her name out through trade shows during the summer
and fall where she mostly sells to wholesalers. She gets the most joy out of making one-of-a-kind jewelry but
makes the most money with wholesale accounts.
Susan can also use some help being more interactive with consumers. She reaches out to customers
with social media platforms such as Twitter, Facebook, Instagram, as well as email. She preplans this
outreach based on upcoming holidays and heavy consumption periods. Susan also has routine posts which
are posted through Hootsuite.
Some important facts to know about the situations are the timing of increased consumption and
demand, as well as information about the products and where they are sold. Susan tries to plan out her
marketing calendar months ahead so she can meet deadlines. These deadlines include social media outreach,
reaching out to wholesale accounts, trade shows, and upcoming holidays. Susan is busiest before Christmas
(until Dec 15th) where demand decreases until Valentines Day where demand picks up until Mothers Day.
Susan sends emails to wholesale accounts and past retailers shes worked with coupons for birthdays and
holiday coupons for free shipping.
Since Susans problem is reaching her dream client, it is also important to note who her dream client
is. Her dream client is described as being in her late 30s, upper 40s. It is a woman who appreciates local
businesses and supports them. She prefers to shop at stores like Trader Joes because she likes the experience
of shopping. The dream client also likes trendy jewelry, as well as sentimental jewelry that isnt typical
sentimental jewelry.
Potential consequences of the given situation includes a decrease in sales for Susan Harbourt,
messages not being targeted strategically or effectively, and non-unified social media platforms.

Target Market Analysis

Susan Harbourt Designs main key public is composed of loyal customers to her products. They are
the active public for Susan Harbourt, as they already know of her products and are actively purchasing her
merchandise. These women are in their late 30s to early 40s. They are mothers that have free time to spend
around the home, cooking, going to yoga classes, coffee shops, tending to their own gardens and possibly
have a part-time job mainly for entertainment purposes. The typical mom jewelry that says Mom or has
their kids initials is not something that they would purchase. They appreciate higher end jewelry that is
unique and creative, such as themselves, as well as hand-made. They are not afraid to spend money on
slightly more expensive jewelry because they believe the pieces they are buying have a story and are made
with intention and reason. They plan to hold on to these jewelry pieces for the rest of their life as well as
show their girlfriends what they bought. Quality over quantity is a statement that these women stand by.
Pinterest and Etsy are just a few websites that these women are curious about, they dabble with them during
their free time but are not completely invested. They are interested in creative things that are available to
them at a convenient ease.
Susans secondary key public is composed of women that are a bit older than mid 40s. This group
can include grandmothers and retired women who still enjoy and appreciate the value of handcrafted jewelry
that shows creativity and uniqueness. These women still enjoy similar activities as Susans key public such as
shopping at boutiques, gardening, going to coffee shops and taking yoga classes, but arent as involved with
social media and online shopping. It is very possible that these women have learned about Susan Harbourt
and her company through their daughters or daughter-in-laws, who are a part of the main key public, or from
going to trade shows since they are most likely retired and have the free time. These women are known to be
the aware category of Susans publics, as they know that the company exists but do not act on purchasing the
merchandise. Similar to the main key public, they are interested in quality over quantity and prefer to
purchase jewelry that they believe does not only look beautiful and unique but is a piece that tells its own
story. These women are not as internet savvy as Susans main key public and therefore receive their
information about the company by word of mouth, or potentially email subscriptions to websites that their
daughters help them with.
The current position of Susan Harbourt Designs in the main key publics mind is a successful, fun
and unique business that is operating both professionally and personally. Her business provides her main
clientele with jewelry that they can cherish for years that is timeless and creative. It is also known as higher
end more expensive jewelry than just a purchase they would make without taking the time to consider.
Where as the current position of Susan Harbourt Designs in the secondary key publics mind is a creative
jewelry company that they would consider purchasing from but do not know much about. They recognize
that it is stylish and would be considered a good investment for their jewelry collection long term.
Although the current position of Susan Harbourt Designs in both the main key publics and
secondary key publics minds is admirable, our desired position is a bit more emotionally involved. The
position that our PR team seeks for Susan Harbourt Designs is there is no other jewelry in the world like
Susan Harbourts and her customers should feel special wearing her unique design as well as they are
supporting a local business from a mom similar to themselves.

Strategic Recommendation

Goal 1: Maintain strong relationships with current customers

Public: Women in their early 30s and lower 40s with a strong appreciation of detailed,
unique, and handcrafted jewelry
Objective 1 (Action): Increase number of events that Susan Harbourt hosts with customers
by 12% within a year time frame
o Strategy: Using special events for face to face interaction with the publics
Tactic 1: Host bi-monthly jewelry parties to expose target audience to the
Susan Harbourt brand
Tactic 2: Participate in at least 4 trade shows per year, including one outside
of the Midwest area
Objective 2 (Action): Increase sales of the Susan Harbourt brand by 20% within the first
year of our PR implementation plan
o Strategy: Reach out to wholesale distributors to potentially build business
partnerships with these publics for the Susan Harbourt brand along with networking
opportunities
Tactic 1: Create an email subscription newsletter which will be sent out to
businesses as well as other individual subscribers featuring new items as well
as in-season jewelry
Tactic 2: Send monthly mailing in the form of a postcard with seasonal
promotions, new products, and best selling products of the given month

Goal 2: Expand Susan Harbourts customer base

Public: Women in their early 30s and lower 40s with a strong appreciation of detailed,
unique, and handcrafted jewelry
Objective (awareness): The objective is to increase our target audience awareness of the
Susan Harbourt brand by 10% within a year time frame
o Strategy: Use social media to connect with new customers
Tactic 1: Engage in a dialogue with women from around the world through
weekly posts on Facebook, Twitter, Instagram, Pinterest, and LinkedIn
Tactic 2: Create a blog using Wordpress to communicate with customers and
generate excitement about Susan Harbourts jewelry
Tactic 3: Post bi-monthly videos to YouTube with updates showcasing latest
creations

Message Recommendations
A reasonable and attainable spokesperson our PR team recommends for Susan Harbourt would be a
local news channel anchor by the name of Jennifer Roscoe. To begin with, Roscoe is well-known for her
Emmy nominated special called Angels Among Us- Where Are They Now?. Roscoe is the perfect
spokesperson because Susans key public will be able to relate to her. She lives in Champaign, Illinois and is
a mother of two. According to her biography, her interests include working out, cooking, reading, dancing
and seeing movies. Roscoes interest in showcasing childrens accomplishment, including accomplishments
outside of sports, can help get the attention of women in Champaign who are mothers and are busy with their
children but at the same time enjoy sentimental pieces of unique jewelry. Her interest can generate word-ofmouth support of the Susan Harbourt brand and increase awareness of her products.
After wearing Susan Harbourt jewelry, Jennifer Roscoe can endorse products from personal
experience. Although she is not an expert in the sense of jewelry creation, she will have a strong enough
knowledge about the products (jewelry) she is speaking about. Jennifer Roscoe will be able to speak
truthfully and independently about the topic because it will be her own testimonial of the Susan Harbourt
brand and experience in general. We expect our spokesperson to provide true and accurate information
regarding the jewelry and what she thinks of the products. Our spokesperson has the ability to influence the
key publics perception of the products by persuading them that Susan Harbourt Design are high-quality
products as well as increase awareness of her brand by wearing jewelry pieces on-air.
Susan Harbourts brand image and message is that her company will provide quality handcrafted,
customizable jewelry made out of recyclable materials. Susan Harbourt creates pieces which are trendy and
that can be sentimental; every jewelry piece has a story behind it. These one-of-a-kind pieces hold a special
place to every customers jewelry collection.
The companys brand image and message appeals to virtues by holding a certain value and
compassion in the way that products are made and distributed. Therefore, our message makes an emotional
appeal because it appeals to family values, as well as virtues. Susan Harbourt gives women a sense of love
and remembrance because personal memories are represented symbolically through jewelry. Susans jewelry
also stays loyal to her message and also is reducing environmental impact from using recyclable material.
Using an emotional appeal is important because it helps customers form a personal connection with the
company and makes them more likely to remain loyal to the company. There are many companies with
similar products, but the emotional appeal will help them keep Susan Harbourt products top-of-mind.
The message makes a rational appeal because it informs that audience about the benefits of Susan
Harbourt Design which are the use of quality of the pieces, the recyclable materials used, and the
handcrafting of each jewelry piece. This message is describing why Susans jewelry is different than jewelry
made by other companies and makes a unique selling proposition. The message features a value proposition
suggesting that women who buy pieces from Susan Harbourt Design can expect good quality jewelry that is
handcrafted, made from recyclable material, and that is one-of-a-kind. Our primary verbal message is that
customers cannot get jewelry pieces like this from a different company. Susan Harbourt Design pieces are all
made by hand which insinuates that there is time and effort that goes into the creation of every piece,
meaning that they are made with care- a unique selling proposition. Comparison of Susan Harbourt Design
pieces and jewelry made by other companies supports our claim that Susans jewelry is one-of-a-kind and
that customers cannot get jewelry like this anywhere else. Jewelry pieces can be compared in terms of quality
of material, appearance, and uniqueness.
Susan Harbourt Design could include more symbolic use of color and a symbolic setting to evoke a
sense of continuity that would be more memorable to her audience. Susan Harbourt Design already has a
logo that is designed well. It is elegant, yet fun and appropriate for the key public. An improvement that
could be made with logo is perhaps including the word jewelry in it so that people understand what is
meant by Susan Harbourt Design which can mean a variety of things including like art and fashion. Also,
Susan can use symbolic language which describes her jewelry pieces as sentimental. An example of this

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could be every jewelry piece has its own story. Statements such as these can influence the key publics
perception of the brand.

Schedule
We have established a 12-month strategic public relations plan to fulfill our two objectives of increasing
awareness by 10% and sales by 20% within a year time period by maintaining a strong relationship with
customers as well as expanding our consumer base.
May: Susans first month of this plan requires a lot of training and relationship building with her
recently hired intern. She will have to set up her blog, YouTube channel and other social media websites.
They will also collaborate on creating Susans catalog and direct mail prior to setting up any trade shows and
jewelry parties. Knowledge of last years sales and setting monthly goals is required to maintain the longterm goal.
June: Susan and her interns responsibilities now include posting and videotaping weekly blog posts
and bi-monthly YouTube videos. Getting some additional exposure is crucial as they start calling to rent out
venues for any upcoming trade shows and jewelry parties.
July: As summer fashion trends start to fade with the school year coming up, Susan and her interns
main objective of this month is to mail catalogs to her most loyal clients and start placing advertisements in
the most prominent newspapers that will reach her dream client. Susans blog posts should continue to be a
weekly thing and fall trade shows and jewelry parties should be scheduled.
August- October: Attending jewelry parties and trade shoes are crucial for this time of year. Weekly
blog posts and Susans second YouTube videos should be more creative and reflect the events that have
happened during these months. In October, she should be reaching out to participate in interviews on
broadcast channels that her key public watches and on local (terrestrial) radio stations in the area.
November-January: Susan and her interns main objective of this month is to mail catalogs to her
most loyal clients and start placing advertisements in the most prominent newspapers that will reach her
dream client for her winter jewelry. Susans blog posts should continue to be a weekly thing and YouTube
videos should continue to be bi-monthly. Winter trade shows and jewelry parties should be scheduled. Susan
should be having interviews on broadcast channels to promote her winter jewelry as well.
February- March: Spring fashion trends should be planned out; Susan should be participating in
more interviews on broadcast channels as awareness about her brand has taken off. Her blog posts and
YouTube videos should continue to be consistent, as should her advertisements for any upcoming events she
has scheduled.
April: Evaluate Susans sales and brand awareness statistics and see if our strategic public relations
plan reached our two objectives of increasing sales by 20% and awareness by 10% within a year time period.

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Budget
Our interpersonal communication tactic is to focus on information exchange including trade shows and
jewelry parties. In order to implement this tactic, we would have to take into consideration the following
expenses:
- Hourly wage for the intern
- Travel costs
- Supplies for jewelry parties
- Renting out venues
Our organizational media tactic is to focus on direct mail, specifically catalogs to reach our target audience
and insertions within local newspapers. Expenses for this specific tactic would include:
- Stamps
- Paper/ ink to print
- Rates to advertising within a specific newspaper

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Evaluation Plan
Our interpersonal communication tactic is to focus on information exchange including trade
shows and jewelry parties. We plan to measure the success of this tactic by tracking attendance of
each trade show by having visitors write down their email while visiting the Susan Harbourt booth.
At private jewelry parties, we will have Susan Harbourt keep track of how many women attend the
party and also ask for their email addresses.
Our organizational media tactic is to focus on direct mail, specifically catalogs to reach our
target audience. We will measure the success of this tactic in many ways. First of all, we would test
the catalog and its effectiveness by only sending it to past customers and seeing if sales occurring
are from returning customers that would signify that the catalog is making them aware of new
jewelry pieces. Perhaps, Susan can implement a coupon code in the catalog in order to track sales
that resulted from the catalogs. Lastly, Susan can track sales based on when catalogs are sent and
analyze sales data to determine if sales increase during the time frame catalogs have been sent out
or soon after the catalogs have been sent out.
In order to reach Susans key public, we felt that we should target them with direct news material.
To begin with, we would use direct news material to target Susans key public by inserting event
listings in the local newspaper in Champaign, which would tell the local audience about product
demonstrations that Susan would be doing within the area. We can also use the local newspaper, as
well as the Chicago Tribune to insert news pieces about Susans jewelry such as events she was
involved in, as well as to insert feature pieces, which would include information about Susan and
her company. Susan could also provide a feature article that explains the process of making
handmade jewelry that people can try to recreate.
For interactive news opportunities Susan could participate in interviews on broadcast channels that
her key public watches and on local (terrestrial) radio stations in the area. Our key public could be
reached on news and talk, as well country music radio station channels because these radio channels
tend to be listened to mid-aged women. We will measure this tactic by the amount of sales after we
execute with these news media tactics.
In order to reach Susans target market, our Advertising and Promotional tactic is to utilize a
blog as well as YouTube in her social media usage.
For the blog usage, we would create posts weekly or biweekly (depending on time and
success of the blog) about the up and coming products to be created by Susan, as well as
information regarding Susans company. Women would enjoy to see these things being discussed on
the blog as well as how Susan began her company and created such a successful living.
The use of YouTube would tie into the blog, as we would create YouTube videos to coincide
with the blog posts and add the link into the blog posts. Some possible video ideas would be short
interviews with Susan, possible tutorials on how to keep your jewelry looking its best as well as
some fashion tips on pairing jewelry with other regular apparel/fashion. Our objective is to keep a
dialogue between the public and our client. We can measure this success by the amount of
impressions and views each channel has.

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Consultant Biographies
Angela Drewno: drewno2@illinois.edu
Angela Drewno is a senior at the University of Illinois graduating with a B.S. in Advertising and a
minor in Communication. During her junior year, she lived in Italy in order to study abroad and
participate in an advertising program. She has experience in the field from interning at Stevens &
Tate Marketing and Advertising in the account services department. During her time at Stevens &
Tate, she participated in a project which revamped the Attraction Marketing brands websites
design and content. Her experience also ranges from social media to public relations thanks to
HerCampus, an online resource for college-aged women. She is looking to continue pursuing a
career in advertising.
Nicole Eggenberger: eggenbe2@illinois.edu
Nicole Eggenberger is a senior at the University of Illinois graduating with a B.S. in
Communication and Spanish and receiving a Professional Development Certificate in Public
Relations through the College of Media. She recently interned with Philips Healthcare last summer
under their marketing and sales department, working with clients worldwide to effectively sell
medical products. She helped their CT imaging product line reach their most optimal sales in 8
months and identified a unified marketing platform for their CT imaging products. She currently
works as a social media blogger at University of Illinois Admissions, highlighting the campus
community to over 2,500 followers.
Claire Grice: cgrice2@illinois.edu
Claire Grice is a senior at the University of Illinois graduating with a B.S. in Advertising and a
minor in Spanish. She recently was involved with the Public Relations Committee for Ebertfest this
Spring. During her collegiate years, Claire studied abroad twice in Barcelona, Spain studying
Spanish, as well as London, England studying Media. Recently accepted into the Masters of Arts
and Entertainment Management program at Columbia College Chicago, Claire hopes to continue
using the skills she has gained from the University of Illinois and apply them to furthering her
education in the arts world.
Riviera McCollum: rsmccol2@illinois.edu
Riviera McCollum is a junior at the University of Illinois pursuing a B.S. in Advertising with a
Media Sales Certificate. She is currently an intern for the Illini Media as an in-house sales
representative and the guerilla marketing team captain for The Black Sheep. Her duties include
selling advertising space to local rental companies, departments, and registered student
organizations for the Daily Illini, Buzz Magazine, and WPGU 107.1 FM at Illini Media. For The
Black Sheep, she works with the National Marketing Director on crafting the marketing plan for
The Black Sheep and their partner clients on campus. Riviera is also the formal recruitment chair
for her sorority and has been planning and overseeing the 2015 formal recruitment process by
instructing her peers and implementing a rehearsal for recruitment of 50-60 collegiate women.
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Brianna Wirtz: bwirtz2@illinois.edu

Brianna Wirtz is a senior at the University of Illinois graduating with a B.S. in Advertising and
receiving a Professional Development Certificate in Public Relations through the College of Media.
During her junior year, she studied abroad in Rome, Italy learning how to effectively market to
differing cultures. She has maintained a 3.70 out of 4.00 during her collegiate years. Brianna
interned with a local business called Green Purpose where she was a Marketing and Social Media
Intern. She currently works for as a Sales Associate for Victorias Secret and as a Student
Development Representative for the University of Illinois Foundation. Brianna was recognized for
her positive attitude and selling skills by Victorias Secret in August of 2014 as their Employee of
the Month. She was also nominated Student Development Representative of the Month by the
University of Illinois Foundation in September of 2014 for her sales skills. She individually raised
over $36,000 for the University in a three week time period.

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