Taking a step in the bright direction.


Tracey Edouard & Megan Springsteen



Table of Contents
Mission Statement……………………………………………………….3 Firm Organizational Chart……………………………………4 Firm Position Descriptions………………………….…………5 Account Team Reports……………………………………………………..……6 Client Conference Report…………………….……………..7 Account Team Time Sheet Log…………………..…………8




Our Mission
Dolce Limon PR is dedicated to providing top-notch public relations and adhering to the highest ethical standards in the PR industry. We strive to take away the ‘bitterness’ that the general public holds against PR as ‘spin’ by providing our clients with innovative methods to reach their utmost potential. Our ‘juicing’ process allows us to work closely with our variety of clients to produce campaigns that provide the ‘sweetest’ results. As public relations specialists, we believe in social responsibility and professional development. We are committed to producing the strongest impacts for our clients’ brands while maintaining a positive, pervasive and collaborative work environment. Our specialties include: • • • • • Consumer Lifestyle Fashion Luxury Health & Beauty Hotel




Firm Organizational Chart


Media Planning Director

Creative Director





Editorial Directors




Firm Position Descriptions
The above chart represents the team of Dolce Limon. Each director has her own responsibilities and goals while contributing to the firms overall mission. Despite the difference in job position, each director’s role is equally important and essential to the quality of the team’s effort. Collaboration within and outside each department is stressed and encouraged to help create the best possible campaign for the client. Each director has an assistant that will support and expand on the needs of the director. Interns will also have a place at Dolce Limon as we encourage students to gain experience in the Public Relations world early and often. Media Relations Director: The media relations director, Megan, is responsible for securing media outlets and developing media outlets as a resource for clients. Megan also monitors the client’s press coverage through newspaper article, news programs, advertisements, etc. that relate to the client as well as the competition. Megan also monitors the client’s social media efforts if applicable. When meeting with the Creative director, the media planning director briefs them with the client’s latest news updates, new media contact additions and the status of press relations in the community and otherwise. Creative Director: As the creative director, Tracey oversees the creative and design elements of publications related to the client. These include, PowerPoint presentations, brochures, social media artwork and other written and illustrative publications. The creative director also plans special events and leads brainstorming activities to generate ideas for the client. In team meetings, Tracey will explain the creative aspects being taken for the client. Editorial Director(s): As the editorial directors, Megan and Tracey work together with the assistants to organize all efforts before they are submitted. They will make sure to comply with format standards, create aesthetically pleasing documents and correct any grammatical mistakes to enhance the flow of the publications. This is a team effort by Dolce Limon because we feel it is important to have different eyes viewing the same work in order to catch mistakes or to bring about greater ideas than one person alone. Assistants: The assistants of each position will be responsible for taking notes in company meetings and updating a daily chart of all accounts progress. The assistants will also be heavily involved in the entire campaign process and contribute their ideas in Dolce Limon’s team meetings. Interns: Each intern will be part of a designated area but will have the opportunity to mingle and share ideas with everyone employed at the firm. They will primarily support and aid in any task a director or assistant needs. We will encourage the interns to broaden their creative horizons and become strategic PR thinkers and creators.




Account Team Meeting Reports
Date: February 4, 2013 Client: The Pennsylvania Liquor Control Board Attendance: Megan Springsteen, Tracey Edouard Summary of Discussion: Our team met from 10:10 a.m. to 12:00 p.m. to discuss
the main ideas for our campaign and what we needed to accomplish within the next few weeks. We talked about themes and colors for both our firm manual and the campaign handbook. We then moved onto discussing our situational analysis and target audience. Each team member is now working on parts of those documents.


1. 2. 3. 4. Tracey is doing research on the PLCB for the situational analysis Megan is doing secondary research on underage drinking for the situational analysis Tracey and Mega will develop the Target audience together Both girls will develop themes and color schemes for the manuals they create.

Date: April 6, 2013 Client: The Pennsylvania Liquor Control Board Attendance: Megan Springsteen, Tracey Edouard Summary of Discussion: Our team met from 7:00 p.m. to 8:30 p.m. to work on
our firm manual components and to start our campaign handbook completion. We set goals for our next week of workdays and discussed who would be responsible for what tasks being done.

1. 2. Tracey will be working on Objectives, tactics and compiling our primary research Megan will be working on the completion of the firm manual and the editing of the campaigns BAC chart tactic.



Client Conference Report
Date: January 28, 2013 Client: The Pennsylvania Liquor Control Board Attendance: Megan Springsteen, Tracey Edouard and Dr. Ann Major Summary of Discussion:
First, Ann provided us with background information on the PLCB and what her and the organization’s goals were for the campaign. She emphasized the need to create a campaign that did no use fear tactics, but rather made students more aware of what alcohol did to the body etc. The interesting part of the discussion was when we discussed previous PLCB ads and how the media and the public perceived them. The PLCB was under great scrutiny for their controversial and victim blaming ads. In the meeting the PLCB and Ann stressed the need for a non-controversial campaign that would be accepted by the greatest amount of people. The main goal of the PLCB is to decrease the rate of underage drinking in teens and young adults. They feel that this, in turn will help curb drinking and driving along with alcohol related crimes. With this they expressed the need to have college students develop a peer-to-peer messaging campaign about drinking safely. In terms of objectives, the PLCB wishes to see a campaign implemented within the next 6 months and to see a decrease in the rate of underage drinking within the next school year. We finished our meeting by discussing possible campaign ideas and tactics that could be implemented. Additionally we reviewed our discussion and went over the main points that the PLCB wished to get across to the students. As a team, we are now moving forward with more concrete ideas for the campaign.


1. Tracey and Megan will continue to think and expand on their campaign ideas and tactics. This includes brainstorming campaign slogans, themes, colors and also what tactics would be effective for communicating with our teen/young adult audience.



Time Sheet Log
1/21/13 1/23/13 1/28/13 1/30/13 2/4/13 2/6/13 2/11/13 2/13/13 2/18/13 2/20/13 2/25/13 2/27/13 3/11/13 3/13/13 3/18/13 3/20/13 3/25/13 3/27/13  


1.5 hours 1.5 hours 1.5 hours 1.5 hours 1.5 hours 1.5 hours 1.5 hours 1 hour 1.5 hours 1 hour 1 hour 1 hour 1 hour 30 min. 30 min. 45 min. 1 hour 1.5 hours

Discussed client Discussed Firm goals/mission Met with the client Brainstormed campaign ideas Account team meeting Researched for the situational analysis Wrote up situational analysis Researched Target Audience/Publics Wrote up Target Audience/Publics Brainstormed objectives Brainstorm tactics Discussed color scheme for firm and campaign Began work on BAC chart Survey for campaign created Survey completed and sent out Edited current manual and campaign content Facebook/Twitter created Feature Story completed 8  

4/1/13 4/3/13 4/6/13 4/8/13 4/10/13 4/15/13 4/17/13 4/22/13 4/24/13 1 hour 1 hour 2.5 hours 1.5 hours 1.5 hours 1.5 hours 1.5 hours 1.5 hours 1.5 hours Survey data collection completed BAC chart completion Account Team meeting Firm manual construction Tactics/Objectives completed Analyzed primary research/Firm manual completed Construct PR Plan book Develop Evaluation Section Complete PR Plan book and submit



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