Top Of The Hill

Public Relations Campaign

Local Client Public Relations Campaign

For the Spring 2024 semester, the marketing arm of the UNC-CH newsroom, the 1893 Brand Studio, takes on an exciting new client — Top of the Hill (TOPO). 

TOPO is a popular local restaurant in the heart of Franklin Street. Our client brief is to help TOPO increase its nightlife presence to college students in the Chapel Hill area. 

Our Task:

As the project manager for Team 2, my role is to supervise my team of 18 to produce high-quality deliverables throughout the entire campaign. I am tasked with delegating work to each project assign and to ensure that all work is submitted in a timely manner.

Project Timeline

We are currently at the halfway point of our campaign where we are in the process of completing our research report and at the early stages of constructing our business campaign. 

Below is a general overview of our campaign progress this semester! 

Week 1-4: Research Outcome

1000+ Survey Respondents

2 Focus Groups

2-3 Weekly Meetings

Professional Research Report

Collecting TOP(O) Tier Data

As the project manager for TOPO Team 2, I managed the construction and distribution of our survey on Qualtrics.  

Week one comprised of formulating the survey, I led my team in weekly meetings to brainstorm question ideas. Our questions were primarily focused on our target demographic — Generation Z’s perception on the nightlife/bar-scene within the Chapel Hill-Carrboro area and on our client, TOPO. 

Once it was complete, we were tasked with distributing the survey to different channels. We reached 1,000+ survey respondents by the end of Week 2.

 

Tackling the Survey:

This stage of the campaign required me to have a strong presence when leading discussions. I also had to be persistent and consistent in encouraging my team to advertise our survey on their respective platforms. 

Here are our strategies:  

  • Sharing the survey on 50+ groupchats
  • Physical promotions in different classes 
  • Distributing 40+ flyers with survey QR codes around campus
  •  Creating 2-3 Instagram story graphics with accessible survey link

The Focus Group:

With our collected survey information, I split the team into two sub-teams to conduct two separate focus groups with 21+ college students who were involved in the Chapel Hill nightlife scene. 

Research Report:

Week 5-8: Business Strategy & Client Pitch

Campaign Report

Strategy Creation

10+ Design Mock Ups

Final Presentation

The Origins of "Life on Top"

With 18 members on the team, having 18 bright and brilliant minds working on the strategy at the same time lowered our productivity levels. 

Seeing this, I decided to delegate everyone into 5 different subteams, each with 1-2 leaders based on everyone’s interests and strengths:

  • Campaigns/Strategy
  • Design 
  • Multimedia
  • Project Management 
  • Presentation

Our winning campaign, Life on Top, was presented by me alongside 4 other team members. Below is a general campaign overview and the full presentation:

  • The Big Ask
  • The Situation
  • The Insights
  • Target Demographic
  • The Solutions
  • Measuring Success

I created a project timeline for each team had to complete their individual team tasks.

Team leads would be in charge of reporting back to me and the other team leads on their progress. 

Everyone was also tasked with submitting 3 campaign ideas into a brainstorm sheet based on the research report. 

Once all the information was set in stone, our campaign “Life on Top” was born. 

Final Presentation

Who is the 1893 Brand Studio?

The 1893 Brand Studio seamlessly blends classic storytelling principles with contemporary marketing tactics.

With a legacy dating back 131 years to the creation of the Daily Tar Heel newspaper, our dedication remains steadfast in educating students, engaging the community, and promoting Chapel Hill’s local businesses.

Building on the esteemed education environment of UNC-Chapel Hill, our team is adept at crafting compelling narratives, discovering forward-thinking strategies, and forging connections between brands and their target audience. Learn more about the Brand Studio here!

My Roles at the Studio

Since January 2023, I have held multiple roles at the 1893 Brand Studio. I have had the privilege to work with different local clients on various projects in both the marketing and multimedia landscape. 

As a Multimedia team member, I have filmed, produced, and edited 10+ short/long-form videos for over 5 clients in the Chapel Hill-Carrboro region. 

When I was the Campaigns team lead last Fall, I was tasked with organizing weekly meetings and scheduling client deliverable assignments. I managed the quality of work of my team of 10 and ensured that they adhered to project deadlines.