The Protect Our Blue Campaign is a strategic public relations initiative developed for the STC 551 Case Studies in Public Relations course. Below is a summary of the campaign.

Challenge: Developed a high-impact partnership to address the public health threat of microplastic pollution in the Great Lakes.

Concept: Created the "#ProtectOurBlue" campaign, uniting the Detroit Lions and U-M Health to bridge the gap between sports culture and environmental health.

Execution: Designed "One Pride Cleanup Day," a statewide event featuring player-led cleanups, live local music, and educational wellness tents managed by health professionals.

Innovation: Pioneered a "Circular Pride" concept where collected beach plastics were recycled into custom Detroit Lions jersey patches, creating a tangible link between volunteer action and team legacy.

Goal: Targeted a 5% increase in regional awareness and the recruitment of 1,000+ volunteers via a multi-channel digital and community outreach strategy.

The Toyota Sudden Acceleration Analysis was a case study and reconstructed plan created for the COM 511 Crisis Communication course. Below is a summary of the analysis.

Challenge: Analyzed Toyota’s 2009–2010 recall of over 5 million vehicles following a high-profile fatal accident and subsequent allegations of "sticky pedals" and floor mat defects.

Strategy: Evaluated Toyota’s initial response—which focused on technical fixes and floor mat issues—against public relations best practices, examining the gap between corporate messaging and public safety concerns.

Key Findings: Identified critical failures in Toyota’s early crisis management, specifically the slow response time to initial complaints (dating back to 2002) and a perceived lack of transparency that damaged the brand's reputation for safety.

Critique & Outcome: Provided a strategic review of how the company eventually pivoted to address the National Highway Traffic Safety Administration (NHTSA) mandates, highlighting the importance of immediate accountability and "proactive transparency" in large-scale consumer safety crises.

This research project was conducted for Central Michigan University Study Abroad Office for JRN 369 Advertising and Public Relations Research course. Below is a summary of the research and findings. 

Challenge: Central Michigan University Study Abroad Office sought to understand why undergraduate participation in study abroad programs was low and how to better engage freshmen and sophomores.

Strategy: Designed and executed a comprehensive mixed-methods research plan, including a 400-student quantitative survey and qualitative focus groups/interviews to identify emotional and financial barriers.

Key Findings: Discovered that 100% of participants cited costs as a primary barrier, alongside widespread misinformation regarding graduation delays and credit transfers.

Outcome: Proposed a strategic marketing shift toward peer-to-peer storytelling and major-specific digital filtering tools to debunk myths and humanize the program.

This data analytic project over Netflix's Instagram was a comprehensive research project developed for the STC 375 Digital and Social Media Analytics course. Below is a summary the research and findings.

Challenge: Conducted a deep-dive analysis of Netflix’s Instagram strategy to evaluate its effectiveness in maintaining global cultural dominance against key competitors Hulu and Max.

Strategy: Performed a three-month longitudinal study, analyzing a dataset of 252 posts. Utilized comparative benchmarking to measure engagement rates, content formats (Reels vs. Statics), and audience sentiment.

Key Findings: Identified that while Netflix excels in short-form video and humor-based engagement (Reels), it lagged behind competitors in "cinematic polish" and the frequent utilization of on-screen talent/influencers to drive personal connection.

Outcome: Developed data-driven recommendations focused on balancing "meme-style" content with high-production storytelling and localized influencer partnerships to deepen fan loyalty and improve cross-platform conversion.

The Susan G. Komen/Planned Parenthood Grant was a case study and reconstructed plan created for the COM 511 Crisis Communication course. Below is a summary of the analysis.

Challenge: Evaluated the ethical and reputational crisis sparked in 2012 when Susan G. Komen for the Cure decided to defund Planned Parenthood, citing a new policy against organizations under government investigation.

Strategy: Analyzed the massive public backlash, internal divisions among Komen affiliates, and the "political interference" narrative that led to a significant decline in brand trust.

Key Insight: Identified that the organization failed to anticipate the intense emotional and political response from its core supporters, leading to a $3 million surge in donations for Planned Parenthood while Komen suffered reputational damage.

Execution: Developed a mock media response and press release focused on "procedural accountability" and "listening to feedback" to demonstrate how the organization could have better managed the announcement.

Outcome: Produced a strategic critique emphasizing the necessity of aligning corporate policy with mission-driven values to maintain stakeholder loyalty during a high-stakes public health controversy.

The Ponder Coffee Brand Awareness campaign was a developed public relations project for JRN 350 Public Relations Principles and Practices course. Below is a summary of the campaign. 

Challenge: Addressed the need to increase brand recognition and customer loyalty for Ponder Coffee in a highly competitive local market featuring both national chains and local boutiques.

Strategy: Conducted an extensive SWOT analysis and competitive audit of seven local rivals. Executed primary research through qualitative interviews to identify student and community perceptions.

Key Insight: Identified that while Ponder has high product quality, there was a gap in social media engagement and a lack of awareness regarding their specific brand story and local mission.

Execution Plan: Designed a comprehensive 12-month PR campaign with a $52,000+ budget, focusing on tactical social media growth and community-driven events to increase digital following by 5%.

Outcome: Developed a structured evaluation framework to measure success through attendance figures, social media analytics, and media mentions to ensure long-term ROI.