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Taylor Crook


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Contents

Resume4LettersofRecommendationCreativeCommunicationsSamplesWritingSample


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Resume

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TAYLOR ELIZABETH CROOK

OBJECTIVE

To apply my knowledge of advertising, superb writing skills and creative spirit toyour advertis-ing firm.

EDUCATION

2005-present UNIVERSITY OF ILLINOIS Urbana, ILCandidate for BA Degree in Advertising, May 2009Minor: EnglishCoursework includes marketing, psychology, and literatureGPA: 3.4/4.0

EXPERIENCE2008-Present WPGU RADIO STATION Champaign, ILPromotions Manager

Promote WPGU through participation in remotes in the Champaign area.

Manage Illini Football Game RemotesManage Illini Hockey Game RemotesManage other various weekly remotes with a team of 5-6 station interns

2007-Present CHIPOTLE MEXICAN GRILL Champaign, ILCrew Member

Serve customers, prepare food on the line, and help to manage the dining room ofthis fast-growing, natural gourmet restaurant chain

Utilize superior customer service skills to maintain a controlled counter andensure a pleasantcustomer experienceWork to build the brand essence through the presentation of the food, dining roomand facilitiesInput daily cashier safe count totals into a spreadsheet for management assessment

2007-2008 AAF DIVERSITY COMMITTEE Urbana, ILMember

Spearheaded the launch of the Inclusive Illinois program to help encourage and support di-

versity on campus

Developed and distributed surveys as part of a qualitative research study amongundergraduatestudents across campusCollected the surveys and will proceed to evaluate the findings and make keyrecommendationsto the Diversity Committee President

2003-2006 COUNTY MARKET Danville, ILCashier


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Handled an average of $7500 per day at this local grocery establishment

Helped to promote merchandising campaigns and manage the product inventory

2003-2005 DANVILLE POLYCLINIC Danville, ILVolunteer

Aided nurses in the transfer of patients and assisted with other office duties atthis leadinghealthcare provider

Assisted as a receptionist and completed various administrative tasks

AWARDSOctober 2008 WPGU PROMOTIONS MANAGER OF THE MONTH Champaign, IL


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December 3rd, 2008

To Whom It May Concern:

It gives me great pleasure to recommend Taylor Crook for a position in yourcompany. Taylor has workedat WPGU 107.1FM for almost a year in our promotions department. Taylor is an

exceptional leader in her depart-ment, and a reliable manager for WPGU events. She is a quick learner and executesher job without any majorflaws.

Taylor actively sought out to rise in her department after joining as a promotionsintern. Her immediatesupervisor consistently reported to me that Taylor was a strong candidate formanagement positions. Her rise to amanagement position was quicker than is usual at WPGU, a tribute to her strongleadership and desire to succeed.

She has managed three of our larger type of events at WPGU. First, Taylor managed

our on-site opera-tions for our hockey promotional events. Taylor was responsible for planninggames, programming on the ice sur-face during intermission periods, reporting to not only myself but the ice arenastaff, and making sure everything isexecuted in a timely and safe manner. Taylor exceeded my expectations, and manypatrons of the event were com-plimentary of how the WPGU staff conducted itself.

Next, Taylor was in charge of a few events for WPGU s Halloween weekend extravaganza. This particu-lar weekend is essential for the financial survival of the station, and we trustedTaylor to manage a few of the

events. She excelled in this position. She coordinated the staff, planned gamesand activities, and had to thinkquickly in the face of adversity. She dealt very well at one event where a fewpatrons had some complaints aboutour operations. Instead of passing blame or ignoring their queries, Taylor handledthe situation very professionally,and when I approached these individuals, they were very complimentary of howTaylor had dealt with their con-cerns.

Finally, Taylor has managed the most complicated event in WPGU s repertoire: the WPGU Pre-gameparty. As the manager of this event, Taylor was responsible for managing over 100

staff members, planning events,coordinating sponsor tables, overseeing the distribution of both food and drink,and keep nearly 2000 patrons or-derly while at the same time making sure they had fun. She excelled in thisposition, and only wish she was return-ing next fall to manage all of them for WPGU!

Taylor is an asset to WPGU, and as she goes forward into the professionalcommunity, I envy the com-pany that is fortunate enough to have found Taylor to join their operations! Feelfree to call me with any follow-up


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questions you may have!

Sincerely,

Jon HansenWPGU 107.1FM Operations [email protected]


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November 20, 2008


I would be happy to recommend Taylor Crook for a position at your organization.Taylor has worked atChipotle Mexican Grill for the past year and eight months. She began as a cashier,

but she has evolved into anemployee who I can trust to many jobs around the store. She is a quick worker andan organized employee, and Ifeel that I can trust her to carry out any assignment I give her.

Taylor is one of our most responsible cashiers. She always has a balanced drawerat the end of the day, aquality that is very important to the financial soundness of Chipotle. She is verygood at multitasking while she ison her register. Cashiers are responsible for cleaning and monitoring the diningroom, answering the phone andcustomer questions, stocking the drinking station, and doing side work, all whilebeing the main operator the cash

register. Taylor does all of these tasks very well, and even manages to help outin the kitchen when she has time.

Taylor also is a great line member, which is a person who actually makes theburritos at the store. She isfriendly to customers while still be efficient at keeping the customer linemoving, two very important aspects of theChipotle experience.

Taylor has many skills that I can see transferring over to a job with you. She isorganized, efficient, andshe takes direction well. She is trustworthy and honest. She has always been ontime for work and is reliable

when it comes to problems at the store. She is also a fun young woman to workwith, and all of the other employ-ees seem to enjoy her company.

Please feel free to contact me with any questions you may have.

Sincerely,

Jason DockingsStore [email protected]


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December 1, 2008


I am writing on behalf of Taylor Crook to recommend her for a job at your company.I know Taylorthrough her time as a summer student at Danville Area Community College. I am

faculty member of the collegeand have worked closely with Taylor over two summers.

The work that Taylor would help me with consisted of filling, business writing,power point presentations,and grading. I would assign Taylor weekly tasks that I need completed and shewould execute them for me. I wasvery pleased with the work that Taylor would turn into me. It was always veryprofessional and clean, somethingthat I was also proud to present. I could also always trust her to keep theinformation from my grade book confi-dential.

I would describe Taylor as a dedicated worker who always did her best work. Shewas organized, respon-sible, and hard-working. She was also very friendly and easy to work with. I amsure that she would be a greatasset to your organization.

If you would like to talk to me further, or if you have any questions, pleasecontact me.

Sincerely,

Sharron WaggamonDanville Area Community College


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Creative Communication Samples


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Moss Kendrix: Crown Prince of Public Relations

Moss Kendrix is credited with bringing African-American s into the consumer market forum and helpingthem to be recognized as a demographic that deserved just as much advertisingattention as the other consumermarkets of the time commanded. Kendrix also worked to have African-Americans

portrayed realistically and in apositive light in advertisements. He worked with large, national corporations andearly 20th century icons to helpbring African-Americans to the consumer forefront. Although he died in 1989, hislegacy continues today throughorganizations in his honor and through the continued success of the African-American consumer market.

Moss Kendrix was born in Atlanta, Georgia on March 8, 1917. He attended MorehouseCollege in At-lanta where he was a very involved student. He was a member of the Alpha PhiAlpha, the first African-Americanfraternity, the editor of his college s newspaper, The Maroon Tiger, and the co-

founder the Phi Delta Delta Jour-nalism Society, a journalistic organization especially for African-Americans.Kendrix s academic life was full andsuccessful and it laid the foundation for his future success and ground-breakingadvancements in advertising andpublic relations. After college Kendrix created National Negro Newspaper week. Heformed this event to honorAfrican-American journalists who had paved the way for other blacks to follow. In1939 he married DorothyMarie Johnson and then served in the United States Army in 1941. His time in themilitary also helped to build hisinterest and experience in the world of promotions and marketing. Kendrix workedduring this time promoting war

bonds with African-American celebrities and he had the opportunity to work withradio stations and the CBS net-work. (Moss Kendrix).

1944 was an important year in Kendrix s life. During this time he became the director of public relationsfor the Republic of Liberia s Centennial Celebration. This successful experience prompted Kendrix to establish hisown public relations firm located in Washington DC. The Moss Kendrix Organizationheld the motto, What thePublic Thinks Counts! Kendrix was always interested in what was on people s minds. He wanted everyone to beheard as consumers and recognized for their buying power. Kendrix focused on the

African-American populationbecause it was an untapped market that was not being advertised to, but that heldthe power to stimulate marketsand create product success if it was only appealed to. In 1956 Kendrix wasfeatured on the cover of Negro HistoryBulletin because of the attention he was paying to the African-American consumermarket and because of the workhe was doing to make sure that other companies were appealing to them as well. TheMoss Kendrix Organizationworked with many influential clients during its operation until its close in the1970s. While running his own public


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relations firm for nearly thirty years, Kendrix also created a support group forminorities in the public relationsfield in 1953 called the National Association of Market Developers, which wasbased out of Tennessee University.After many years of changing how America related to and worked with the African-American consumer market,Moss Kendrix passed away in December of 1989.

Some of the clients that Kendrix worked with at his public relations firm includedthe Coca-Cola Com-pany, Carnation, The National Dental Association, The National EducationAssociation, The Republic of Liberia,and Ford Motor Company. (Black Men s Business Industry Spotlight). Although Coca-Cola seems like a verypopular drink that is marketed toward everyone in today s culture, back in the 1920s and 1930s, African-Americans were not viewed as one of their target markets. Kendrix s knowledge of markets and how to attractthem prompted him to approach Coca-Cola and offer to work for them in attractingthe African-American dollar.

Kendrix came to Coca-Cola with a three project proposal that would help to attractthe African-American market,portray Coca-Cola as a corporation that is concerned for and involved with thecommunity, and that would set uppositive activities for African-Americans to be involved with. Kendrix alsoemphasized that his proposal wouldemploy advertising, sales, and promotional tactics to best create success for theCoca-Cola Company and to bestreach and involve the African-American market. (Let Them Drink Coke).

The first step was called The Jackie Robinson Bat Boy and Girl Good Citizenship Corps. This contestwas targeted to kids under the age of fourteen. The idea was that children would

submit good citizen slogans and participants would be awarded for their efforts. The kids received GoodCitizenship Corps certificates that hadJackie Robinson s signature and picture on it, and the Coca-Cola logo was printed on each certificate as well. Thisproject attracted the African-American market because it used a very popular andground-breaking African-American athlete as its spokesperson. Children knew who Jackie Robinson was andthey looked up to him. Thecontest itself positioned both Jackie Robinson and the Coca-Cola Company asresponsible and upstanding elementsof American society by promoting the importance of being a good citizen to youngkids.

The second project of the proposal was a contest called Who Are America s Twelve Leading Negro Citi-zens. It was for children ages fourteen to eighteen. It required them to write an essay on someone that they feltdeserved to be named one of the most influential African-Americans. The winners ofthe essay contest wereawarded a certificate. The twelve African-Americans who were selected had fullpage advertisements ran in thepaper that were sponsored by the Coca-Cola Company and local bottlers of thebeverage. The final project of the


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proposal was a Coca-Cola Scholarship Contest. High School seniors were asked towrite essays on one of the lead-ing twelve citizens selected from the previous project. Winners would be awardedmoney to use toward their col-lege education. Again, these projects helped to involve a different segment of theAfrican-American market and itcontinued to position Coca-Cola in a positive light. Kendrix continued to work

with the Coca-Cola Companythroughout his career until the 1970s.

Not only did Kendrix work with leading companies to help and include the African-American market inadvertising, he also worked to set up organizations that would benefit African-Americans in the public relationsfields and other closing related fields. One of his first organizations, TheNational Association of Market Develop-ers, founded in 1953, is still in operation. There are five goals that the NAMDworks to achieve today. Numberone is to serve as a national African-American consumer resource. They also wantto provide professional support

to the community. NAMD provides training and networking opportunities to African-Americans who work in theadvertising, sales, marketing, and public relations fields. Thirdly, NAMD supportsstudents through education andguidance programs. NAMD also seeks to increase their own exposure through NationalPublic Affairs so thatmore people will know about the organization, so that in turn they can help morepeople achieve their own goals.And lastly NAMD develops national liaisons with other organizations. The originalorganization that Kendrixformed over fifty years ago has grown into a successful organization that hashelped thousands of people. In 1978the association celebrated its 25th anniversary where it honored Kendrix and named

him President Emeritus. Ken-drix was again honored in 1980 during another NAMD celebration, guests of whichincluded President Carter andhis wife.

Another prestigious group that Kendrix belonged to was the Capital Press Club. Theclub would discussissues concerning the type of coverage that African-Americans were receiving inthe press. They discussed prob-lems with stereotyping and the fact that coverage was limited on this group ofpeople. Being part of this club wasa great honor for Kendrix considering he was one of only 30 African-Americanmembers. Kendrix has left behind

many legacies of his work and there are many awards and organizations that are inhonor of him. One of these isthe Moss Kendrix Marketer of the Year Award. Recent recipients of the awardinclude E. Morris Communicationsand the Chisholm-Mingo Group (Encyclopedia of Public Relations).

Moss Kendrix was a man who was honored and respected by his colleagues for hisadvancements in thepublic relations field and was referred to as the crown prince of public relations. He also acted as a pioneer for


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African-Americans by helping them to be portrayed in non-stereotypical ways inadvertising and by presentingthem as a valuable consumer market. Kendrix s colleague and friends described him as the Dreamer who worksto make dreams come true. Without Moss Kendrix the public relations world we know today would never havebeen the same.


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Taylor CrookADV 411Response Paper5/7/2007

Jones Soda Co.

Jones Soda Co. is very involved in giving back to the world-wide community andthey have been in-volved in many recent awareness campaigns. Jones Soda Co. s mantra is Run with the Little Guy, and one cam-paign, or project, that aligns itself with this slogan is their scholarshipprogram in honor of Patrick Kerr, a skate-board activist. This project began in 2003, and each year Jones Soda Co. providesone of the three $1,000 dollarscholarships that are awarded to help students who are doing good things in theirschools and skate parks. JonesSoda Co. has also continued their Run with the Little Guy campaign by donating thousands of dollars worth ofsoda to charitable organizations. Jones Soda Co. realizes that the little guy can

sometimes get thirsty trying to dogood in this world.

Jones Soda Co. has chosen to contribute to traditional charities, like TheAmerican Diabetes Association,but they also give a lot of attention to alternative groups, like theskateboarding scholarships. I think that their ac-knowledgment of this particular segment of students speaks to trends that aregoing on in popular culture. Skatingand other alternative sports are much more popular these days, and Jones SodaCo. s scholarships parallel moretraditional scholarships, like football or basketball awards. The fact that theyrecognize this sport, and the students

who participate in it, positions them, too as alternative and edgy. Alternativesports are receiving more credit andattention in popular culture and I think Jones Soda Co. is trying to foster thisfeeling by awarding scholarships tostudents who are active in this area. By also donating soda to charitableorganizations Jones Soda Co. is making astatement that they support consumers who give back to the community and thatthey, too want to help in that mis-sion.

Jones Soda Co. s support of alternative sports is also connected to where their products first appeared.They participated in an alternative distribution strategy. They placed their own

soda coolers in locations such asskate parks, tattoo parlors, and music stores. This strategy emphasizes theirfocus on the little guy. They placed their products where they would reach a target market that most advertisersoverlook. The locations of their brandalso add to its edgy, unique, and alternative style. The product was later placedin gas stations and other highlyaccessible places.


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Keeping with the theme of uniqueness and alternativeness, Jones Soda Co. featuresconsumer submittedphotographs as the labels for their beverages. This is consistent with their Run with the Little Guy theme be-cause it focuses on unknown individuals and makes them the star of the product.Together, the alternative distri-bution and unique labels address two cultural anxieties. I think that the

placement of the product addresses theanxiety that there is nothing special or unique in the world, and that you canfind everything you need at Wal-Mart,and that everybody has the same things. In the beginning, Jones Soda Co. erasedthose fears by placing their prod-ucts in unique places, but now they can be found anywhere. The consumer submittedlabels address the anxiety orcomplaint that only currently famous people receive recognition. The labelsrepresented the little guy, in his element, if only for a moment.

Jones Soda Co. has done a good job of utilizing all five elements of culturalbranding. I think they have

tapped into the social context of today s market by appealing to alternative sports fans, and at the same time ap-pealing to anyone who feels like they are the little guy. Experience, infrastructure sensibility, and communityare all linked in Jones Soda Co. s campaign. I think these three are so closely connected, and at the heart of themis a focus on the consumer. Jones Soda Co. goes to great lengths to create acertain feeling that goes along withtheir soda. The labels and flavors make it unique and their presentation gives theconsumers an idea of what thecorporation is like. Run with the Little Guy emphasizes these beliefs and so does their participation in the Pat-rick Kerr Scholarship. I think they have also positioned themselves in the

community by donating to organizationsand also through their labels. Consumers who have been featured on a label are aspecial group of people whoshare something unique in common.

Overall, I think Jones Soda Co. has maintained a sense of authenticity. I thinkthe labels are the best ex-ample of this. The fact that the little guy can be recognized and appreciated, just for being himself, is present ineach label. The labels still feature customer submitted photographs, Jones SodaCo. has not switched to profes-sional photographs or any type of commercial art. Also, their continued ties toalternative sports and alternative or

little known markets is present, along with their participation in theskateboarding scholarships and communitywork. The only place where their authenticity may have faltered is in the productplacement. At first, Jones SodaCo. was a quirky, hard to find, special product, but now you can find it at Targetor practically any gas station.

I think their campaign of Run with the Little Guy speaks to a lower class, or an underdog. I think raceand gender are excluded here and what is focused on is any person who faces uphillbattles in their lives, but is still


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a good person. I think the campaign has an all-encompassing feel and would appealto most of the population, justanyone who sometimes feels like the little guy. All in all, Jones Soda Co. has done a good job of positioningthemselves as a unique product and as a company who focuses on the individualconsumer.


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