VictoriaBeaty_PP

Victoria C. Beaty Professional Portfolio PUBLIC RELATIONS AND EXPERIENTIAL MARKETING PROFESSIONAL

Table of Contents

• ABOUT ME

• TALENTS

• BRANDS

• PROJECTS/EVENTS

• MULTICULTURAL EXPERIENCE

• NON-PROFIT

Talents

• CLIENT RELATIONSHIPS

• STRATEGIC PLANNING • EXPERIENTIAL MARKETING

• EVENT MANAGEMENT & PLANNING • PUBLIC RELATIONS CAMPAIGNS

• MEDIA RELATIONS & PLACEMENTS

• SOCIAL MEDIA STRATEGIES • SPONSORSHIP NEGOTIATIONS

• CREATIVE AND CRITICAL THINKING

• PROJECT MANAGEMENT

• MULTICULTURAL MARKETING • MICROSOFT PROGRAMS

About Me

u With more than 7 years experience in delivering strategic thinking, public relations leadership and groundbreaking event marketing ideas. Producing sustainable results from developing and executing successful multicultural campaigns by implementing public relations, digital and experiential marketing.

u Passionate about helping brands connect with their target audience by creating memorable brand engagements that form an emotional connection.

u Over the last several years, I’ve become an expert in leading the management of various experiential marketing events for World Class Brands.

Brands

“As a brand marketer, I'm a big believer in 'branding the customer experience,' not just selling the service.”John Sculley

Experiential Marketing

Creating once-in-a-life time experiences.

2012 Indianapolis Super Bowl Host Committee

2012 Indianapolis Super Bowl Host Committee

Goals / Objectives

u The primary goal of this committee was to make “live” appearances at a wide scope of civic events, promoting Super Bowl XLVI and related activities.

u During the events, the goal was to get attendees to sign up to be in our database receiving event updates, weekly newsletters and to Like us on Facebook, follow us on Twitter, watch us on YouTube, etc.

2012 Indianapolis Super Bowl Host Committee

Created pop-up events to get the public excited about the upcoming Super Bowl XLVI and promote Host Committee initiatives.

Participated in events that reach diverse audiences.

Managed over 50 promotional events. The events educated the community on the upcoming Super Bowl XLVI and NFL Experience.

Creative Elements• Assisted with the project management of all creative jobs.

• Creative elements included: Print ads, digital Ads, billboards and promotional materials.

Belvedere Vodka Presents Jamie Fox After Party in Indianapolis.

Belvedere Vodka Presents Jamie Fox

Influencers Guest learned about the event through word-of-mouth and RSVP’d through a special invite. Only guest on the list were permitted inside the event.

Event Activation The club was transformed into a winter wonderland and completely branded with Belvedere.

Brand ModelsLocal models acted as brand models and greeted guest. Also, the models handed out free Belvedere promotional items.

McDonald’s Player Escort Program

Player Escort Program

u Opportunity to build loyalty with Indianapolis soccer fans with a strong focus on moms. McDonald’s of Central Indiana decided to participate in McDonald’s USA National campaign called the ‘Player Escort Program.’

u McDonald’s of Central Indiana partnered with Indiana’s new professional soccer team Indy Eleven and gave one young soccer enthusiast the opportunity to join United States soccer stars competing for the FIFA World Cup™ title in Brazil and also secured a $1,000 grant for a local soccer organization.

u One Player Escort along with his parent, represented Central Indiana and embarked on a four-night, five-day trip to Brazil.

u In celebration of the sweepstakes, McDonald’s of Central hosted a press conference and several events announcing McDonald’s and Indy Eleven partnership of the Player Escort program.

Event Activation

McDonald’s of Central Indiana Sponsorship of OneAmerica 500 Festival Mini-Marathon

OneAmerica 500 Festival Mini-Marathon

u Objective: – Build brand trust and affinity – Generate trial and awareness of the new McCafé Blueberry Pomegranate Smoothie

u Strategy: – Engage and excite consumers at 500 Festival Mini-Marathon and sample wholesome

products before and during race day – Generate awareness of McDonald’s commitment to active lifestyles and nutrition as

well as Favorites Under 400 calories menu – Provide an unique consumer experience

Creative Elements• Project managed all creative jobs, created copy and developed concept.

• Creative elements included: Print Ad, digital Ad, in-restaurants posters and tray-liners.

500 Festival Mini-Marathon Activation

• A first for McDonald’s of Central Indiana to be an Official sponsor of a marathon.

• A life-sized barn was created to showcases McDonald’s fresh products.

• For 2-days, attendees visited the Mini-Marathon Expo and learned, ‘What McDonald’s is Made of’ through the exhibit.

• Agriculture students from Purdue University acted as brand ambassadors.

500 Festival Mini-Marathon Activation

Event Activation Attendees learned about McDonald’s wholesome products. Guest received free McDonald’s apple slices and chocolate milks along with branded environmental friendly bags and water bottles.

Blogger EngagementMcDonald’s Corporate Chef & Registered Dietitian Jessica Foust made several media appearances in support of the sponsorship and spoke with local bloggers on race day.

Sampling McDonald’s official brand ambassadors sampled smoothies and hot coffee for 6-hours on race day.

McDonald’s of Central Indiana McCafé College Tour

McDonald’s McCafé College Tour

➢ McDonald’s McCafé College Tour was developed to create local engagement that encourages millennials and college students to try McCafé Hot and Iced Coffee.

➢ Via a customized McCafé sampling truck, the college tour reached consumers in their life spaces, and engaged them in a product experience where they live, work and play.

➢ The McCafé College Tour helped drive trial and awareness of McCafe line among multicultural consumers and positioned McDonald’s as the destination for coffee.

McDonald’s McCafé College Tour

Sampling The McDonald’s McCafé vehicle visited several college campuses offering free hot and iced coffee.

Media SupportLocal radio stations were on site at select college campuses to increase awareness and excitement.

Consumer Engagement Consumers were encouraged to to engage with us through our social media platforms (Instagram & Twitter).

McDonald’s of Central Indiana Sponsorship of Women’s Empowerment Series

Women’s Empowerment Series

➢ Objective: – Build brand trust and affinity with African-American women

– Generate trial and awareness of McCafé line

➢ Strategy: – Engage and excite consumers at the Women Empowerment Series – Generate awareness of McDonald’s national Essence Festival promotion as well as

local sweepstakes

– Provide an unique consumer experience with McCafé Lounge

Women’s Empowerment Series

u For the first time, McDonald’s of Central Indiana sponsored the Women’s Empowerment Series.

u The Women’s Empowerment Series was a day of empowerment through workshops, performances from national recording artist and more.

Creative Elements • Project managed creative jobs, created copy and developed concept.

• Creative elements included: Print ad, digital ad, in-restaurants posters and tray-liners.

Women’s Empowerment Series

Influencers The lounge was hosted by two of Indy’s premiere DJs who entertained guest with live music. Guest were greeted with free cookies and branded promotional items.

Event Activation The McDonald’s McCafé vehicle was on site providing free samples of McCafé products.

McCafé LoungeThe McCafé Lounge was created to provide attendees with a place to engage with the brand on a more personal level.

30 Years. 30 Cents. 30 Days.

30 Years. 30 Cents. 30 Days.

u Objective: ▪ To highlight the history and relationship between Ronald McDonald House and

McDonald’s

▪ To create trial and sales of the Shamrock Shake

u Strategy: • Engage and excite consumers during Shamrock Shake promotion • Generate awareness of the return of the Shamrock Shake • Promote that thirty cents from the sale of each Shamrock Shake was designated

as a donation to the Ronald McDonald House of Indiana

• Project managed all creative jobs, wrote copy and developed concept.

• Creative elements included: Print ad, digital ad, in-restaurants posters and trayliners, PSAs and 30: sec spots.

Creative Elements

Digital Elements

30 Years. 30 Cents. 30 Days.

McDonald’s brand ambassadors offered parade attendees free branded bags, featuring information on Shamrock Shake promotion.

Ronald McDonald make a special appearance in Saint Patty’s Parade.

Multicultural Experience

McDonald’s of Central Indiana Black History Makers of Today & Tomorrow

McDonald’s Black History Makers of Today & Tomorrow

➢ Each year, McDonald’s of Central Indiana recognizes outstanding individuals within the African-American community as McDonald’s Black History Makers of Today and Tomorrow.

➢ The McDonald’s Black History Makers of Today and Tomorrow is a fully integrated campaign that celebrates influential Central Indiana leaders who demonstrate extensive community involvement.

➢ A first for the campaign, we launched an online element allowing consumers to view commercials online and take a ‘Nuggets of Knowledge Black History Quiz’. The campaign was a huge success not only online but with customer perception within the local market.

• Project managed all creative jobs, wrote copy and developed concept.

• Creative elements included: Print ad, digital ad, in-restaurants posters and trayliners, 30: sec TV commercials, PSAs and 30: sec radio spots.

Creative Elements

Digital Activation

Event Activation

u Community leaders were invited to a private brunch in celebration of our 2015 Black History Makers. Ronald McDonald made a special appearance along side McDonald’s Regional staff and local McDonald’s Owner-Operators.

McDonald’s Black History Makers TV Commercials

Clink links to view the McDonald’s Black History Makers of Today and Tomorrow TV Commercials.

u 2015 TV Commercials:

• https://www.youtube.com/watch?v=fq6lOSLmQEg

• https://www.youtube.com/watch?v=sXbocCIXDAA

• https://www.youtube.com/watch?v=8XI_5okH5Sc

u 2015 TV Commercials:

• http://www.youtube.com/watch?v=rA7genWT6Ps&feature=youtu.be

• http://www.youtube.com/watch?v=RLrZdol5Wis&feature=youtu.be

• http://www.youtube.com/watch?v=ZcJb8Z9-L4I&feature=youtu.be

Fiesta Indianapolis

Fiesta Indianapolis

Objectives:

• Support the Hispanic consumer market (HCM) events & initiatives

• To help drive sales & trial with HCM consumers

• To build brand trust through culturally relevant programs

Strategy: • Engage and excite attendees at Fiesta Indianapolis

• Generate awareness of McCafé line and McDonald’s commitment to the Hispanic community

Fiesta Indianapolis

u Each year, McDonald’s of Central Indiana sponsors La Plaza’s FIESTA Indianapolis at American Legion Mall; featuring music, food and cultural festivities.

u McDonald’s Latin Grammy FiestaTour, an interactive traveling museum returned taking attendees behind the scenes of the Latin music industry creating an unique and engaging experience.

u McDonald’s McCafé sample vehicle was on site with brand ambassadors offering free samples of McCafé products.

u Ronald McDonald performed on main stage and took photos in FiestaTour photo booth.

Event Activation

Spanish speaking brand ambassadors engaged with attendees.

Attendees had the opportunity to take pictures in branded replica of music studio.

Over 30,000 attended the festival with over half engaging with the brand.

Fiesta Indianapolis

Circle City Classic

Circle City Classic

Objective: – Build brand trust and affinity with the African-American community – Generate trial and awareness of the McCafé line

Strategy: – Engage and excite consumers at pre and during the game activities

– Generate awareness of 365Black.com at McDonald’s commitment to the African-American community

– Leverage McDonald’s 365Black deeply rooted in the community platform by providing a unique consumer promotion

Event Activation

• Project managed all creative jobs, wrote copy and developed concept.

• Creative elements included print ad and digital ad.

Creative Elements

Asian Fest

➢ Objective: • To generate awareness and excitement around the new McCafé Cherry Berry Chiller in

hopes of increasing purchases among Asian and Asian Pacific American consumers.

• Position McDonald’s as the beverage destination.

➢ Strategy: • Utilize McDonald’s McCafé vehicle and brand ambassadors during a 5-hour event and

sample the new frozen beverage.

Event Activation

Event Activation

u The Asian Fest featured ethnic dance and music, Asian cuisine, art and cultural displays, as well as free health screenings.

u Guests had the opportunity to play interactive games and win prizes in the McDonald’s Family Pavilion, while enjoying free samples of the new McCafé Cherry Berry Chiller.

McMiracle on 38th Street

McMiracle on 38th Street

u Since 1996, McMiracle on 38th Street has provided fifth graders in Indianapolis with bicycles, helmets and Bibles.

u Children participating in this event come Central Indiana middle schools.

u In 2013, McMiracle launched a new website, logo and became active on social media platforms (Facebook, Twitter) in order to expand their reach and message.

u In 2014, we earned over $340,000 in media value and half a million in social media impressions.

McMiracle on 38th Street Activation

• Project managed all creative jobs, wrote copy and developed concept.

• Creative elements included: website development (www.McMiracle.org), new logo, :30 sec PSAs

Creative Elements

Contact

E: [email protected]

C: (317) 362.7572

Twitter: @VictoriaChantel