Strategic Writing

Final Portfolio
Colleges Against Cancer | Relay for Life

Allison Conway
Strategic Communications
Elon University Class of 2017
aconway8@elon.edu | 978.902.6519

Table of Contents
Resume
.
3
Reflection
..
4
Bio
....
6
Social Media
.....
7
News Release
...
8
Advertisement
.....
10
Broadcast Advertisement
...
11
Speech
.....
12
Fact Sheet
....
13
PSA
....
14
Letter
..
15
Time Log
....
17

ALLISON CONWAY
100 Campus Drive, Elon, NC 27244 | (C) 9789026519 |
aconway8@elon.edu

professional summary
Public relations and communications student adept at media relation, special events coordination, and
community relations.

skills

Adobe Photoshop

MS Office

Strong written and verbal communication skills

Web content

Personable and friendly

HTML and CSS (beginner)

PowerPoint presentations

Social and new media

work history
PR Intern
451 Marketing

May 2016- Current

Boston, MA

Writes press materials and presentations to media representatives.

education
Bachelor of Arts: Strategic Communications and Psychology
Elon University
Semester Abroad: Communications
Dublin Business School

Current

Elon, NC
Fall, 2015
Dublin, Ireland

organizations

Student Union Board | Special Events Committee

Sept 2013- Present

Holds and advertises for special events on campus both weekly and monthly.

Colleges Against Cancer | Relay for Life PR

Feb 2016- Present

Client work for Relay at Elon. Media posts and written pieces.

Delta Delta Delta Fraternity, Epsilon Delta Chapter

Philanthropic events for St. Jude Childrens Research Hospital.

Feb 2014- Present

Reflection
Strategic Writing has given me more real life experience than I would have ever
expected. Usually, courses are just a lot of lecturing and note taking. Strategic Writing
was the exact opposite. When Professor Lellis first told us about the client- portfolio
project, I have to admit I was a little overwhelmed. How was I supposed to have time for
what seemed like a part time internship while juggling all of my classes as well? What I
didnt know at the time was that I was going to end up loving the client work and used
some of my client work to procrastinate all of my other responsibilities. The relationship
I gained with my client throughout this course has taught me both the positives and
negatives I gained from working with a student-run organization.
I got hands-on experience with client work and I got the chance to build my
professional skills exponentially. Working with a student organization such as Relay for
Life also gave me the chance to do a lot more than I expected as well. Since the
executives of Relay for Life here at Elon are my peers, they were more willing to get my
input and were extremely willing to let me compose different pieces for them that they
would have never thought to do themselves. They trusted the work that I was doing
because I was the expert to them. Even though I am just a student like they are, since I
came to them with my work, they knew they could trust me with any task they gave me.
What I also liked about working with my peers was how relaxed my
communication could be. I was able to really hang out with Emily Bujnoski, since I was
friendly with her prior to this client work, and this gave me a chance to really get to know
her. I gained a lot of connections through her and the marketing director, Jessie Brown. I
was able to always get ahold of them, whether it was via email, texting, or calling. Since
they were peers of mine, if I had a last minute, quick question, about a piece, I could
shoot them a text in the middle of creating my work. This was an upside to my semester,
but I do know that this is not how a real client would always work out. I know that with a
real company contact it would mostly just be planned phone calls and in-person
meetings, or emails.
The downside of working with a student-run organization was that not too many
things that I composed for Relay for Life ever got published. Emily Bujnoski, the exec I

was in direct contact with most of the time, would tell me it was because as a student-run
organization, they didnt need most of the pieces that I created. A lot of the things I
created on a whim when I got a good idea or if something in class sparked something. I
would end up making lots of material that I would eventually talk to them about or send
in to them, just to have them say that they already had something like that or that they
didnt really need this. However, Emily kept telling me they loved what I was making and
because of all the different pieces I was creating, they were going to change the way they
composed their campaign for next years Relay. This got me interested in joining the
organization so that I could continue helping next year.
What this also showed me was how crucial constant communication is with your
client. I dont regret making any of the pieces that didnt get published because I am
proud of the work I created. However, if I had asked Emily beforehand if I should start a
project, I wouldnt have wasted so much time on material that was not needed. Im proud
that I influenced their marketing and PR for next year, but I do wish that they could have
used more of my work for this year.
Overall, this client work taught me a lot. It was an amazing way to lead into my
summer job as a PR Intern. I know that although I may not be the best, I have definitely
grown as a writer and as a professional this semester.

Elon Founder of CAC Speaks Out About Relay for Life

The other day I got a chance to talk to the current Director of Operations and one

of the founders of Colleges Against Cancer here at Elon University, Emily Bujnoski. I got to
ask her a few questions about the upcoming event here at Elon: Relay for Life.
Relay for Life is a 12 hour event that is held on
college campuses all across the United States.
Students organize it themselves to fight back against
cancer. During the event, there is a survivors lap, a
luminaria ceremony, and a fight back ceremony. There
are also games, food, and anything extra that each
individual college organization plans for their personal
event.
Elon has hosted Relay for Life since 2012. Emily,
along with a few other classmates, helped found CAC
just about four years ago. This years fundraising goal
is $100,000 and this years participation goal is to have over 1,000 students participate.
When asked how much planning goes into the event, Emily responded, Literally
24/7 goes into this event! We want to make sure it is organized, meaningful, and fun for
everyone who attends. There is not a second of the day that Relay for Life isnt on my
mind in some capacity!
Relay for Life is definitely a worthy cause. Some of the money raised goes to
cancer research, but the other funds go to ACS programming that helps cancer patients
cope with a diagnosis. The ACS is there for cancer patients and survivors alike, and we
put on Relay for Life at Elon to show our commitment to helping the ACS with all of the
amazing things they do! Emily stated.
So, if you are looking for an easy and fun way to get involved in the greater
community and want to make a difference, Relay for Life is the place for that! You can
register for only $10 at relayforlife.org/elonnc.

Cover Photo:

News Release
NEWS RELEASE
April 17, 2016
FOR IMMEDIATE RELEASE
ELON COMMUNITY COMES TOGETHER FOR CANCER
Elon community prepares for Relay for Life while some students go the extra mile.
ELON, NC - The Elon Pendulum just released an article about four different Elon students
participating in efforts to end cancer here at the University. One student is conducting
cancer research, another is preparing for Elonthon, and two others have brought the
Love Your Melon campaign to campus. The Elon community is preparing for Colleges
Against Cancer (CAC) upcoming Relay for Life event in April and the exec board for Relay
is thrilled to see that not only are people involved in their event, but that Elon students
will take action of their own right here on our very own campus.
Typically on college campuses it is extremely rare to see everyone coming together for
one cause. Especially with a school of around 6,000 students. These four students:
Megan Sibree, Conor Janda,
Jessica Cervini and Carly Kasten are bringing forth one cause
to this campus in three very different ways. Megan is conducting her own form of cancer
research. Conor is promoting and putting together Elonthon, the 24-hour dance
marathon here at Elon which supports childhood diseases such as cancer. Jessica and
Carly are bringing forth the Love Your Melon campaign, which is a campaign in which
college students sell and donate hats so that each cancer patient has a hat to put on their
head.
These three passions and efforts are completely separate, yet hold the same cause:
cancer. Emily Bujnoski, exec for Relay for Life, comments on these efforts: Everyone has
their priorities and everyone is busy with their own lives. Its so great to see students
doing things like this on campus because it shows that just like us here on exec for Relay,
they have a passion to end cancer. Their focus is the same as ours, just they produce it in
a different way. People like this are the individuals who we want participating in our
Relay event. This just motivates us more to promote and make our event that much
more enticing!
To read the full story of what these students are doing, go to the
Elon Pendulum
s
website. To sign up for Relay for Life go to:
relayforlife.com
.
About Relay for Life:
Colleges Against Cancer and Relay for Life
works to celebrate the survivors, remember
the lost, and fight back against cancer. At Elon, CAC raises money and awareness through
four main events: Relay for Life, TriathELON, Paint the Campus Purple Week, and Rockin'

Relay. Started in 2001 with just three college freshman, Colleges Against Cancer now
brings together over 3.5 million people each year over 600 different college campuses.
Contact: Allison Conway
Public Relations
978.902.6519
aconway8@elon.edu

JOIN US

WHO:
YOU!!! Students of Elon!
WHAT:
Rock-N-Relay, efforts to promote awareness for Relay for Life coming

to Elon this April!

WHEN:
Wednesday, April 13 from 8pm-11pm

WHERE:
The Fat Frogg Bar & Grill at

2009 Timberline Station Dr, Elon, NC 27244.

WHY:
To enjoy some quality music, good beer, and great friends while

supporting Elons Relay for Life.

*USE THE COVER PHOTO ABOVE FROM OUR FACEBOOK PAGE TO SHARE:
https://www.facebook.com/collegesagainstcancerelon

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Broadcast Commercial
Title: A Hopeful Author
Client/Sponsor: Colleges Against Cancer/ Relay for Life
Length: 30 Seconds
Air Dates: February 1- April (date of Relay for life in April)
WS: Kids playroom, 7-year-old girl is sitting at a

Girl: (looks up at camera) Hi! My name is Grace

table reading a storybook

and I love to write stories. When I grow up I want

to write lots of books.

*new shot*

Girl: When I was 4 (holds up four fingers), I got

really, really sick. I have leukemia. My mom says
its kid cancer. But maybe when Im not a kid
anymore it will go away. Then I can keep writing
stories.

*new shot*

Girl: Doctor Andrew says my stories are going to

be famous one day. (giggles) Thatd be really
cool!
Voiceover of a college student as Grace is writing
a story in a notebook

College Student: Many cancer patients do not

get the opportunity to grow up and graduate
college like the rest of us. Help Grace, and
thousands of other kids like Grace, fulfill their
dreams. Donate and participate in Relay for Life
at your college this year. Go to

Fade to black at 00:31

11

www.relayforlife.com for more information.

Speech:
TO BE MADE AT RELAY FOR LIFE BY EMILY BUJNOSKI; EXEC BOARD
Hello, everyone. My name is Emily Bujnoski and I am the Events Director Executive for
Relay for Life here at Elon.
First off, I just want to thank everyone for being here tonight. You are all apart of
something greater than yourself. Lets hear it for all of you tonight!
Secondly, I want to ask you all to please take a seat and stop what you are doing for the
next couple minutes. I would like to take this time to take a break from all the hustle and
bustle and give you guys a few facts about cancer. The reason you guys are all here is
cancer and I think its important to know the facts.
According to cancer.gov:
Approximately 39.6 percent of men and women will be
diagnosed with cancer at some point during their lifetimes. Of those, approximately 20
percent will not survive. Individuals with family members or friends who have or have
had cancer suffer infinitely. A family does not always come back from a disease like this
one. We are here tonight to join the cause so that no family has to endure what the
majority of us have endured. We are here tonight to make sure that eventually, one day,
we can say we were a part of the movement.
This Relay for Life is our biggest so far. It is also the most important. In 2016, there will be
an estimated 1,685,210 new cancer cases diagnosed and 595,690 cancer deaths in the
US.
Thats approximately 3 new cases and 1 death every minute this year. However, there
will also be more than 6,000 Relay for Life events held across the United States.
WE can be the change. Thank you guys for taking the time to remember the lost,
celebrate the survivors, and fight back against cancer with us tonight. In a few moments
we are going to be holding the Luminaria Ceremony. Before that, I want to take a minute
to show you guys this video to calm us all down before the ceremony starts.
(Show video:
https://www.youtube.com/watch?v=OHsVE94EfNg

).

12

We are
HOPE.
We are
SUPPORT.
We are
FIGHTING.
We are
KICKING
CANCERS BUTT.
~ What is Relay For Life? ~
Relay For Life is a college student-organized, 12-hour community fundraising walk.
Throughout the night, there are three powerful moments. The Survivors Lap, the
Luminaria Ceremony, and the Fight Back Ceremony.

~ Our Mission ~
The hope that those lost to cancer will never be forgotten, that those who face cancer
will be supported, and that one day cancer will be eliminated
.

13

PSA - The day of Relay was rainy and cold so it was last minute moved to the
Danieley Gym. I sent in a PSA that morning to the director of Marketing. An
hour later she texted me back that they had already written one and posted
it. Here is what I sent her:

RELAY FOR LIFE -TONIGHT-

MOVED LOCATIONS
!

Due to the weather, Relay For Life has been moved INDOORS to The
PARC in Danieley. Food Trucks will now be placed in the Danieley L
parking lot right next door.
We cant wait to see everyone tonight at 6pm! No matter the weather,
we will RELAY FOR LIFE!

14

Letter: After Relay For Life, I had the idea to compose a letter/email thanking
the student body that participated, for their time and fundraising. After I
wrote it, I talked with Emily Bujnoski about it and apparently, Relay For Life
has an automatic, national, email that participants receive after the event.
MY LETTER/EMAIL:
Subject:
THANK YOU!
Letter:
Dear Relay For Life Participant,
Thank you for your participation and fundraising for this years, Elon
University Relay For Life event! Your efforts showed as we raised $90,388.61! We
are so proud of you and we thank you. Our team hopes you had fun and hopes you
will join us again, next year!
If you would like to join our team here at Elon, please email us at:
eloncollegesagainstcancer@gmail.com
. If you have any thoughts about the event
this year please take our survey so we can start to make next years event even
better:
https://www.surveymonkey.com/r/B7PH6RQ
.
Thank you again!
Your Elon Relay Team

15

Time Log:
Date

# of Hours

Task

2/23/16

30 minutes

Talked with Emily Bujnoski about having CAC Relay For Life as my
client.

2/24/16

1 hour

Talked with Jessie Brown -Director of Marketing- about having CAC

as my client. Went over my portfolio requirements and tasks she
needs throughout the semester.

2/28/16

1 hour

Created fact sheet about Elon Relay and showed it to Emily.

3/1/16

10 minutes

Email from Jessie about cover photo and advertisement needed. One
for Relay and one for Rock-N-Relay.

3/1/16
(same day)

2 hours

Created both cover photo and advertisement.

3/15/16

30 minutes

Jessie emailed me about committee meeting I missed and to inform

me on some things that were said. Then quick phone call with Emily
about the meeting.

3/15/16
(same day)

30 minutes

I then went ahead and made my tentative portfolio plan.

3/27/16

1 hour

Coffee with Emily to catch up about our Spring Breaks and interview
with her for my bio piece.

3/27/16
(same day)

1 hour

Wrote bio on Emily and CAC.

4/5/16

25 minutes

Online meeting on google doc sheet where everyone addressed

tasks needed to be done. I offered up my idea of writing Emily a
speech to be read at the Relay. She said to write one for her and
shed take ideas from it for the actual day.

4/8/16

50 minutes

Wrote Emilys speech.

4/11/16

10 minutes

Email from Jessie about Rock-N-Relay and designs for ad due.

4/12/16

1 hour

Wrote and turned in my WA 3 - chose article to answer questions for

Op-Ed.

4/13/16

30 minutes

Showed Emily the article and asked her opinions on it for my Op-Ed.
She didnt really understand what and Op-Ed was and said that they
probably wouldnt need one. We discussed it and she told me to
make it into more of an article with her opinion just used as a
sidebar. So I changed my piece to a News Release.

4/13/16
(same day)

3 hours

Attended Rock-N-Relay

16

4/17/16

1.5 hours

Created news release

4/22/16

20 minutes

Quickly created PSA about the change of locations and talked to

Emily and Jessie about it.

4/22/16
(same day)

3 hours

Attended Relay for Life

4/24/16

45 minutes

Created letter/email and sent it into Emily. Emily then texted me

later that day and told me emails were automatic.

5/1/16

5 minutes

Texted Emily thanking her for letting me try out some of my strategic
writing pieces on CAC and Relay.

5/4/16

1 hour

WA 5: Created broadcast ad for CAC

TOTAL HOURS: 18 hours 25 minutes

17