Project Description
I love Public Relations, and I knew that a PR campaign was the logical choice for my senior project. Over the course of this semester I have been crafting a PR Campaign for the New Image Cosmetic and Family Dentistry in Vancouver, WA.
I have spent approximately 61 hours on this project doing research, as well as planning, revising, and then re-planning the details of the campaign. The research was far and away the most time-consuming portions of the project. Washington state has been affected by some of the most intense restrictions due to COVID-19, which halted quite a bit of my progress, but I continued doing what I could to get the information I needed to craft a successful PR Plan. Once I did have all the information I needed, it was a fairly simple process to craft the PR Plan book and the accompanying materials. Through my communications with Dr. Perkins I feel that this campaign will meet all of his expectations, and help him realize his vision for his practice.
The campaign focuses primarily on re-branding the practice, as well as developing and then implementing a social media presence to create and maintain relationships with their clients and their community. The plan I have developed is simple in practice, but will be very effective in achieving our desired goals. I have also crafted a survey that will be sent out to all of Dr. Perkins’ clients, which will help us gain more data for customer retention as well as identify areas the practice struggles in, and what areas the practice excels in. This data will provide us with the information needed to reinforce areas of strength, and make necessary changes to improve areas of weakness within the business.
Due to the current epidemic, we have been unable to start actual implementation of this campaign plan, as the practice has been forced to close except in cases where a client would need an emergency operation. I am very disappointed that I have not been able begin the fun portion of the plan. Dr. Perkins and I will be maintaining contact past the closure of this project, and I look forward to the opportunity to put this plan in action in the near future.
I will include the campaign book below, as well as the supporting material I created. Thanks for taking a look!
PR Plan Cover
This is the slogan of New Image Cosmetic and Family Dentistry.
These three goals and objectives serve as a guide for the campaign as a whole, allowing me to maintain focus in the correct areas, instead of biting off more than I can chew with one campaign.
The executive summary. It details the key struggles at the practice, as well as outlining the primary objective of the campaign as a whole, which is to re-brand the practice and implement social media strategy to build a stronger clientele.
The SWOT Analysis was instrumental in crafting this plan, as it helped me gain a better understanding of the areas of the business that need the most attention.
Despite all of the difficulties, stress, and COVID-19 related issues I had with this project, I had a great time working on all of it, and it makes me very excited to get out and start working in the field!