Research/Project Presentations
Projects
Dieselgate Case Study
Assignment: Conducted an in-depth analysis of Volkswagen’s emissions scandal, including the state of the company before the crisis, immediate actions taken by the company after the crisis, and long term effects of the crisis
Approach: Extensive analysis of factors both pre and post crisis that affected Volkswagen. Included a brief history of the company as well as their current state, illustrating the influences behind why Volkswagen evaded emission tests and their exemplary handling of the situation.
Result: Brought together visual elements and well-organized information in a cohesive slide deck and presented to class. Analyzed what brought Volkswagen to the crisis, and the strategy they used to rebuild their image post-crisis
Culligan Crisis Communication Strategy
Assignment: Our assignment was to create a comprehensive Crisis Communication plan and playbook, along with a presentation for Culligan, a water treatment company. The material acted to guide Culligan in case of a Public Relations Crisis, detailing immediate, and long-term effect and actions.
Result: We were tasked with creating 11 hypothetical public relations crisis scenarios and focusing on one to center our plan around. We researched potential weaknesses in the company's existing policies and procedures, as well as created a chart that detailed the people that need to be contacted, and the risk of each scenario
Result: Utilizing our brand research and action plan, we successfully communicated to a panel the importance of creating and implementing a CCP, as well as guiding them through potential disasters
Organic Valley Public Relations Campaign
Assignment: Develop a farmer-forward PR and brand strategy for Organic Valley that connects the co-op's farmer-owned identity to a new generation of consumers (Zillennials, ages 28–40), while navigating a politically charged cultural moment — balancing the brand's organic/hippie heritage against a "wholesome dairy" resurgence — and driving awareness, advocacy, and sales around a specific product or product line.
Approach: Research the Zillennial consumer (life stage, food values, MAHA alignment, buying habits) alongside the competitive dairy landscape and current political/cultural climate affecting organic farming and food. Develop full PESO execution plan featuring real media outlets, influencers, events, and partners. Present the pitch with intentional "pitch theater" — slide design, in-room visuals or video, team roles, and a cohesive Organic Valley tone and aesthetic.
Result: A polished, client-ready pitch delivered in two formats: a detailed 20-slide PowerPoint (uploaded to D2L) and a tightly timed 14–16 slide in-person presentation with 20 minutes total including Q&A — both making a compelling case for how the big idea solves the business challenge, resonates with the target audience, and could realistically be adopted and executed by Organic Valley.
Northwestern Health Advertising Campaign
Assignment: Identify a problem within the current landscape of Northwestern Health’s advertising strategy and the healthcare landscape as a whole, and develop an advertising campaign for Northwestern Health.
Approach: Established current marketing position for the client, as well as defined mission statements, values, and brand vision. Identified the current problem with Northwestern’s strategy and developed a solution that is digestible to the public. Provided target audience, and multi-channel, multimodal marketing materials to spread our campaign
Result: Produced a cohesive slide presentation detailing company background, values, a problem, a solution, and marketing materials. Found that Northwestern has the ability to educate its customers and the public through their advertising, creating incentives for their customers to look to Northwestern for answers surrounding their health.