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sharing my passion projects as a traveling emcee, dancer, fashion junkie, dog mom, and college student – xo liv

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Blog Post #14: The Media Room

After browsing and reading a few articles from Tourism Whistler’s Media Room, I see a lot of similarities and differences between their articles and traditional news releases. For starters, I enjoyed that Tourism Whistler integrated hyperlinks to their Twitter page where readers can see what fans have to say about recent events and releases. The media room also featured the media marmot search tool which was also nice to see for users to search media releases with ease. This is something that makes this particular media room stand out from traditional news releases and print copies. In addition, the media room also features an entire stock photo gallery for individuals to access with a login and password. This is a cool tool to implement into the media room because it allows writers to utilize images within their stories that are of high quality and resolution. Overall, the style of the articles written by Tourism Whistler are laid back, yet informative. If I were a journalist, I would definitely engage in the media room for the stock photo gallery and media marmot search tool. These two features are great for researching a particular topic and receiving content that will spice up news articles and releases. The marmot tool also can organize information by category narrowing down search results which is very beneficial to journalists and those writing articles. Some of the search categories include arts and culture, health and wellness, and technology. All of this combined makes the media room a strong tool to access by journalists across the country.

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Blog Post #13: Target’s A One Stop Shop

Who doesn’t love shopping at Target?! It’s one of my favorite places to shop, I could spend countless hours browsing through each and every aisle of the store. The brand Target carries it all.. From makeup and groceries to auto-care and home decor, Target is truly a one-stop shop! With this being said, Target reaches a wide variety of buyer personas. One buyer persona that Target may cater to through their online mobile app is young adult women who love everything fashion. This is because the app has its own fashion category, where one click of a button takes users to all of the current trends that Target carries. Target has definitely grown in their clothing department with their lines: Wild Fable, Who What Wear, Universal Thread, and A New Day to just name a few. Each of these cater towards a different age demographic, but the largest selection and designer line is 100% Wild Fable which targets teen/young adult women. Wild Fable’s collection features everything current and trendy for the average high school and college student. From hair clips, earrings, crop tops, flare jeans, and more, Wild Fable by Target draws in a large audience due to their diversity in products. The mobile app as well as photo sharing sites like Instagram are a great way to reach this particular demographic.

Another buyer persona that Target may cater towards is mothers. Target has a dedicated selection of clothing for expecting mothers as well as a large collection of baby needs. Target carries everything that any local department store would carry: diapers, formula, baby clothes, toys, strollers, etc. Due to the store’s diversity, mother’s can stop on their way home from work to pick up their family’s needs. Groceries, school supplies, baby supplies, and feminine needs are all available at Target which makes it perfect for those parents with busy schedules. One channel that may be beneficial to advertise these categories is on Facebook because of the age demographic. Parents are typically the larger percentage of users on Facebook, and Target can speak to this audience on the platform.

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Blog Post #12: Playback Podcast

One Podcast that I found interesting was “Playback Podcast” produced by Kids Artistic Revue. This podcast is hosted by dancers and producers Madison Curtis, Kristyn Nurkka, Jocelyn Basham, and Nate Javier. Being a dancer, this podcast is interesting because it shares different dancer’s perspectives on performances that were competed at one of KAR’s regional dance competitions. Playback Podcast uploads a new episode to their Instagram and YouTube accounts every Tuesday. The hosts focus on many different aspects of performance throughout each episode, commenting on technique, stage quality, costuming, musicality, and overall performance. This podcast makes sense because it can be accessed through multiple media platforms making it easily accessible for those who may want to listen and watch. In addition, it is a great way to get involved in the dance community as there are also featured guest members from across the United States. Playback also picks different dance routines from different regional KAR competitions across the U.S. making it a true experience to see all of the different talent in the industry. The podcast method is also an easier route to upload content in comparison to creating long captions explaining thoughts and perspectives such as in a traditional Instagram post. Overall, KAR’s Playback Podcast is great for those who want to stay involved in the dance world but do not have the time to scroll through critic reviews and comment sections. Playback is intended to give an experience of the competitive world, and listeners enjoy the feedback provided by the hosts.

Click “Playback Podcast” to view an emotional episode! 

Click here for Tweet.

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Blog Post #11: Messages Behind These Brands

The first image I decided to analyze is from Victoria’s Secret PINK. The image below is from their Instagram page, and was posted to introduce their new collection of Pride-wear and love for all with their new gender-inclusive styles. The message PINK sent to their customers is that they support and love all individuals, and that they support the LGBTQ+ community by releasing their new line of gender-free clothing. PINK has changed their overall brand image from being exclusively for girls to being a brand that can be worn by anyone. This was a huge step for this controversial brand, as PINK and Victoria’s Secret have been under a lot of heat in the past for not being inclusive to different body sizes, races, etc. The initial reaction from PINK’s audience was positive. Many of the comments have supported PINK’s change in branding, and respect their fight for the LGBTQ+ community. PINK has received a lot of hate from users, too. Some comments explained that PINK has always been for girls, and that changing the demographic is wrong, gross, and shameful. Either direction that PINK decides to go will result in both positive and negative feedback, but so far PINK has been successful in reaching a new community of customers.

The second brand image I decided to analyze is from Kylie Baby. This brand was founded by Kylie Jenner because she wanted to create a brand that her and her babies could use that were clean, vegan, and baby conscious. Her products are fragrance free, tear free, pediatrician tested, and hypoallergenic. The image below was posted from Kylie Baby’s Instagram page and shows a little baby girl enjoying her bath using Kylie Baby products. The message of this post was to prove that babies enjoy the bubble bath that Kylie Baby sells, and her smiling face proves that the products are safe and gentle to use. The comments were all very positive, and supportive of the products used in the image. Many of the comments focused on the cuteness of the baby, and noted how happy and radiant she looked during her bath time.

The last brand I am analyzing is Billie, the award-winning razor and body care company. Billie is well known for posting realistic and authentic images when it comes to body hair. The image below shows an individual shaving their legs with one of Billie’s famous razors. What a lot of users loved about this image is that Billie showed a leg with real hair. Many razor commercials will show models with already silky-smooth skin, which defeats the purpose of a razor advertisement. Billie on the other hand shows that their razor is legit at shaving off unwanted hair, and users are thankful that body hair is normalized with Billie’s brand image. 

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Blog Post #10: “The Scarecrow”

One advertisement that I remember from middle school was Chipotle’s “The Scarecrow” video. I remember the first time I watched this short film, as I was intrigued by the song “Pure Imagination.” This song fits perfectly with the message behind Chipotle’s advertisement, that anything can happen if you set your mind to it. The song tells the story, as the scarecrow learns and discovers the overuse of antibiotics, harsh confinement of animals, and over processed food. Throughout the film, the audience can see the scarecrow break through and form his own business where he prepares farm fresh ingredients in a place shown away from the robotic-type city. Chipotle utilized this song to prove that their brand sets apart from other chains due to their use of fresh ingredients and sustainable farming. Overall, this short film can tug at viewer’s heartstrings as we see animals being injected with antibiotics and kept in confined and dangerous spaces which are hidden to the public. The video and directors also do a great job at showing what the world could potentially look like if food corporations continue to participate in poor agricultural practices. This is something that Chipotle wants to showcase to prove that they are different from other brands, and that they support our farmers. All of these factors together are what make this advertisement seem more like an entertaining film than an ad. The view count on this particular video is over 744,000 viewers. Many of the comments agree that Chipotle did a great job at showing the truth behind many food corporations, and that many parts of the video are sad. A majority of the comments focus on the well-being of the animals depicted such as the cow shown trapped in a tight box which has changed the perspective of the viewers and their ideas of where their food is coming from. Chipotle overall sent a great message with their short-film “The Scarecrow” and it’s a film that I personally still think about to this day.

Click here for Tweet!

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Blog Post #9: The Magic of Disney

After viewing all seven of the content calendars and their key takeaways, I find that the most valuable ones were from Reverb, ModCloth, Disney, and Concordia College. These four brands kept their takeaways short and sweet, but also meaningful. Whole Foods’ takeaway in my opinion was too long, and I did not like how they called out another brand (Red Bull) in order to make their point. In addition, I also did not find Red Bulls’ takeaway very unique or special either, and I was not a fan of their chaotic content calendar. BMW unfortunately was the other brand that did not make my top list because their takeaways were not of my personal interest. However, I was also not thrilled with their content calendar due to the large amount of posts which to me just feels like busy work that customers will scroll past. 

Of the four brands that I did like, the strongest of them in my opinion was Disney. Disney is a household name, I mean who doesn’t know about the magic of Disney?! Disney is known for their stellar brand identity, customer service, and overall experience. Disney is magical, and their content calendar has helped them maintain this standard on all of their social media platforms. I especially liked how Disney wants to create the feeling of FOMO, as this is what gets people in the parks. By posting fun and engaging content, fans will have the fear of missing out on all of the fun which helps persuade them to visit the parks, shops, and events. Disney does a great job of maintaining their public image especially on their Walt Disney World’s Instagram. This leads into takeaway #2 and #3 which is showing the audience what they can experience, as well as having the best time ever. Disney shows real people enjoying themselves in their theme parks which shows other families what fun they can have together once they plan a visit. Overall, Disney’s magic does not only appear in their theme parks. Their social presence continues to show the magic experience of Disney, too!

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Blog Post #8: Dance KAR Has It All

One website that I would consider content-rich is Kids Artistic Revue. KAR (Kids Artistic Revue) is a national dance competition that tours across the United States to host dance competitions for children and young adults. KAR is an adjudicated dance competition where dancers are given a score, placement, and vocal critiques from qualified and nationally recognized judges from across the United States. KAR is known as America’s favorite dance competition due to the professionalism in their production, family environment, and fun dance events. 

When looking at KAR’s website, I find that it is very inviting especially for the target audience. KAR’s target audience is dancers, teachers, parents, and studio owners as these are the individuals entering and registering for the competition. KAR’s color story features shades of purples, blues, and pinks. These are the signature colors for the 2022 season, and they are very appealing to the eye. In addition to this trait, the KAR website is attractive in terms of organization. The website is easy to navigate with information tabs running across the top of the webpage. In addition, there are multiple drop down menus to find exactly what you’re looking for. From direct contact information to more information about scholarships, KAR’s history, and competition results, the website has everything that a dancer or parent would need to know about the competition. The quality of the content provided on the website is wonderful. The history tab is a great touch to the website because it shares the story of the growth that the company has experienced as well as their purpose and mission statement. I also love how KAR uploads photos from each event in an interactive slideshow so that customers can view more information about targeted events or stories such as DAC or the new Playback Podcast.

KAR also offers online shopping so that dancers can purchase directly from the website if they missed out on the chance to purchase at their local event. The online merchandise tab offers signature tour tees, trophies, and more. Another great touch of information provided is the parent center. This is a way for parents to stay connected with all things KAR such as receiving photos and videos from their regional events. Parents can also register and enter their child into other specific entries such as title and photogenic contests. 

Overall, the KAR website has it all! It’s down to the point, interactive, and provides the KAR experience of excellence.

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Blog Post #7: The Iconic Blue Box Says “Goodbye” to Dyes & Artificial Preservatives

Dear Kraft Family,

We would love to take a moment and thank each and every one of you for being a part of our Kraft Family. Although this may sound cheesy, we have some deliciously exciting news for you and your families! 

Kraft Mac & Cheese has been working very hard to create the same Mac & Cheese you love, but without all of the synthetic colors and artificial preservatives. That’s right! We have switched out these complex ingredients for healthier, simpler, and improved ingredients that will not compromise on the taste of our iconic and kid-approved meal. We just launched our new and improved Kraft Mac & Cheese with six grams of whole grains per serving, reduced saturated fat by 25%, lowered sodium by 100 mg per serving and absolutely NO synthetic colors or artificial preservatives. 

We have been working tirelessly to find the perfect recipe that our fans will love, so make sure to pick up that little blue box the next time you happen to be grocery shopping. We cannot wait for you and your family to prepare our new and improved recipes in your own home. Kraft Mac & Cheese promises to make every meal something to smile about. You’ll be cheesin’ after every bite!

Click here for Tweet!!

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Blog Post #6: What’s New At Zippy Shoe?!

Hi there valuable customers!

We thank you for your continued support of our shoe brand, Zippy Shoe Company. Our brand and mission is always to provide our customers with the best and most affordable options for running shoes and all other footwear needs. Customer satisfaction is our number one priority, and we would love to tell you what’s new at Zippy Shoe!

Have you heard about our N E W E S T arrival yet? This upcoming week we are launching our new shoe line: ZipFactor!! Not only are these new running shoes stylish, comfortable, and affordable, we have researched and created a new patented design that reduces knee impact by 25 percent compared to the average running shoe company. That’s right, shoes that are healthy for your body and that protect those joints! ZipFactor is guaranteed to keep those joints pain free and we are so excited for you to try out our new line of shoes with full satisfaction or your money back. 

Our new ZipFactor line is perfect for the whole family! We are introducing our ZipFactor collection in kids’, men’s, and women’s sizes so that everyone can go for a run while feeling protected and safe. Not to mention, we have designed many new colors and patterns to keep your shoe game stylish for the new season. From the sleek lightweight design to the non-slip grip and comfortable memory foam padding, your family will love repping Zippy Shoe Company on your next 5K, workout, or family park visit. 

Be on the lookout for our ZipFactor launch, you definitely do NOT want to miss out on a first chance to order our new running shoes! Make sure to follow all of our social media accounts @ZippyShoeCompany to stay in the loop of all things Zippy! We thank you all for being a part of our Zippy family and cannot wait to hear your feedback on our new collection. 

Click here for Tweet!!

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Blog Post #5: Creative Dance presented with a special Platinum Hope Studio Plaque for raising over $11,000 in donations for DAC!!

A dance studio in Mobile Alabama raises over $11,000 for DAC and is awarded with a special Platinum Hope Studio Plaque. 

Last week, Dancers Against Cancer received a grand total of $11,000 from Creative Dance in Mobile, Alabama from their 2021 fundraising campaign. This gracious donation not only benefited families supported by the non-profit organization, Dancers Against Cancer, but also encouraged many other studios attending the competition that same weekend to step up and set a goal to also become a Hope Studio. Together, throughout the entire weekend of the event $14,276 was raised!

Dancers Against Cancer’s mission is to continue to provide financial assistance to dance educators, dancers and family members impacted by cancer. To this day, DAC has proudly raised over 2 million dollars in donations that directly benefit those in need. To become a part of this incredible journey, dancers are encouraged to get involved with the organization. By becoming an official Hope Studio, dancers are joining the fight against cancer. A Hope Studio is a dance studio that pledges to raise a total of $1,000 every year to donate directly towards DAC. Studios across the nation host fundraisers, events, and campaigns to collect these generous donations and to help fight against cancer. All of the donations directly benefit dancers and families in need by helping pay for medical assistance, dance tuition, and also by being an emotional support system. 

The dance community is a strong and powerful alliance. Creative Dance is a clear example of grace and kindness, as well as a family for all of those dancers impacted by cancer. Creative Dance was recognized during an awards ceremony during the Mobile competition. Receiving a Platinum Hope Studio Plaque and award, Creative Dance should be very proud of their hard work and huge achievements during the 2021 dance season. 

Click Here for Tweet Link!

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Blog Post #4: Revive Responds!

One brand that utilizes social media to give real-time updates is Revive Upscale Resale here local in Kansas City. Being a small business, the brand relies heavily on social media marketing to target local KC shoppers. Revive is a consignment boutique, so 90% of their inventory is one-of-a-kind curated pieces bought from local people. Revive offers shoppers a twist on thrifting, an upscale experience for a fraction of the retail price. Revive utilizes Instagram and Facebook on a daily basis to give live-time updates to their customers. For example, Revive posts the one-of-a-kind finds to their social media accounts with the size, price, and description. Customers can comment if they are interested in the item, if they want to purchase it, etc. Revive employees are always quick to respond to these customers' comments, and can update the status of the item in the caption area so others know the availability of the item. So in terms of communication, I can see that Revive uses two-way communication and engages with (or tries to) each and every customer that has questions. In addition, from experience working with Revive, I can say that the brand does a great job of creating customer relationships and brand loyalty by always being consistent with the public. One recommendation I have for Revive is to up their presence on social media. Creativity is difficult, especially when you feel like you’re posting the same thing every single day. Another tip of advice is to follow the trends for retail, Tiktoks and Instagram reels seem to engage younger demographics whereas collage posts appeal more towards older ages. Overall, their aesthetic and content is clear and detailed, but I see potential for more creativity.

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Blog Post #3: Are Our Phones Listening?

With today’s society and presence on social media, I can confidently say that I have encountered Artificial Intelligence at least once every single day. From autocorrect on my iPhone to automatic e-payments on my credit card, AI is everywhere if you have a smartphone, computer, or any media device. One example of AI marketing that I have encountered many times has been on my Facebook profile. I believe that AI marketing does a great job at targeting specific demographics based on their advertisements displayed, yet sometimes it’s scary how certain ads pop up. One specific example that made me really uncomfortable was when I scrolled past an advertisement regarding a product that I had just talked about with my friend. We were on FaceTime chatting about our pregnant friend, and we were planning our presents for her baby shower which was just around the corner. The weirdest part was that I was not even searching for baby products on my phone, I was just dropping name brand baby products by word of mouth! Not even 15 minutes later, a Pampers diaper ad appears on my Facebook feed. I thought this was super strange, as I had never needed to buy Pampers before. I immediately texted my friend a screenshot of the ad and she thought it was weird, too. Facebook’s AI definitely has an algorithm based on their user’s interests, yet this specific ad made me uncomfortable as I felt as if my app was listening to me. Although AI online marketing may be useful for brands to reach new customers, the targeted Pampers advertisement did not make me want to purchase their product as I was uneasy at the feeling that this ad was pushed towards me. Maybe it’s just Facebook’s algorithm, or maybe it’s our phones listening to us. Who knows, but AI is not going away anytime soon, so we should make the most of it in the field of marketing and advertising.

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Blog Post #2: Managing A Media Crisis

Article: Vanessa Hudgens Faces Backlash

Social media can be an important tool to utilize when managing a crisis because it acts as an open communication channel for the community. By allowing interaction regarding a crisis, individuals in the community can keep updated on the situation, respond, and inform others. It is important to utilize social media platforms in a positive and healthy way when managing a crisis. Spreading false information (or uneducated information) is a dangerous privilege on public platforms such as Twitter, Instagram, and Facebook. For example, spreading rumors and forming accusations regarding a crisis situation is a way to stress more people than need be. This added stress may not only impact the individual(s) involved in the scandal, but also those who associate themselves with the individual(s), brand, or company. Yet, if individuals decide to completely ignore these social media outlets due to this, they could miss out on vital and important information spread by those who are informed and educated on the situation. On the other hand, if a brand, individual, or company decides to ignore the backlash on the platforms, they risk the loss of brand loyalty, sales, and support. For example, one celebrity who received backlash for her insensitive comments during the wake of Covid-19 was Vanessa Hudgens. Hudgens made comments regarding the new Covid restrictions set in 2020 quoting that the virus protocols were “bullsh–” and that people who get Covid are going to die which “is terrible, yet inevitable.” After being called out for her Instagram video back in March of 2020, Hudgens ignored the chatter for an entire day before coming out to apologize via Twitter. This social media crisis spread like wildfire and made headlines, destroying Hudgens’ self-brand and image. Although Hudgens did apologize via social media, fans were still not satisfied with the star's insensitivity during these difficult times.  

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Blog Post #1: Social Media & Successful Brand Delivery

One specific brand that I find nails their delivery on social media is Dove. Dove’s main message and brand identity is provide products that all women, female-identifying, and non-binary people can trust for both their skin and hair. In addition, Dove promotes body positivity, diversity, and realness through their products and campaigns on their social media platforms. For example, in 2004 Dove launched their Real Beauty campaign which went viral across the media. This was one of the first brands to take a stance towards unrealistic beauty standards within the beauty industry. Their pledge and promise during this campaign was to ensure the next generation grows up enjoying a positive relationship with the way they look. Dove specifically wanted to target young girls to help raise their self-esteem and realize their full potential. This campaign utilized many forms of social media throughout the years such as commercial advertising, Twitter, Instagram, Facebook, and more. The photos used of real women, unedited and untouched, went viral across these platforms as women were finally being shown in their own skin. I believe their tactics of photographing a diverse group of women read well with the general population, as there were many supporters of the campaign for their message. Women across the world could relate to these women being shown, they were being represented and felt beautiful just being themselves. This changed the beauty industry, and although Dove received backlash and hate, the company to this day still rings true to their promise to advocate for all individuals to feel beautiful in their own skin.

Another brand that I believe executes their message every single time is Apple. Dominating the smartphone and electronic market, Apple is a brand known for “thinking different.” Their promise is to provide inspiration and an experience for their customers to see the world differently. Some key words to describe Apple and their products are innovative, passionate, and aesthetic. Apple delivers these feelings through their amazing advertising skills, as well as attention to detail on both their products and social media accounts. Apple’s marketing strategies are simplistic, yet powerful. Their approach on social media is no different. Apple utilizes apps such as Instagram to share images through the lens of an iPhone. The pictures shared on their page are taken from customers all over the world. This approach to social media makes customers feel like a part of the community, while inspiring each other daily with the #ShotOniPhone campaign. Overall Apple provides a simplistic adventure through social media, yet Apple users know that this tactic inspires them to “think different.”

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welcome to liv large

hi everyone! my name is olivia lilly and i hope to learn how to be more creative and unique with the use of social media in this comm 3370 course. in addition, i hope to gain more knowledge and experience on how to create intentional social media posts that could be used in the public relations field.