Hi! My name is Madelen King, and I am a Communications major with a Public Relations emphasis and a module in Digital and Social Media.
For my capstone project, I created a campaign project for Special Event Rentals, the biggest event rental company in Western Canada. Known for their quality rentals and service, the company has built a strong reputation over decades, but their social media hasn’t kept pace with industry trends or audience expectations.
This campaign focused on enhancing their online presence through a public relations lens, with the goal of strengthening audience trust, perception, and engagement. My strategy included a public perception analysis, content and audience research, a SWOT analysis, a social media plan, sample posts, and an evaluation plan.
To start, I analyzed nearly 400 Google reviews, focusing on those from the past year. While the majority were positive, I also considered the impact of negative reviews and how they shape public perception.
Next, I conducted a content analysis of their last six months on Instagram. The biggest finding? Inconsistency. Using Excel and pivot tables, I discovered that static posts, especially wedding-styled shoots, outperformed Reels and Stories in terms of non-follower views. That insight shaped much of my content direction.
For evaluation, I built clear KPIs to measure growth and suggested guidelines to track more qualitative success, like improved audience interaction and tone.
This campaign reinforced how public relations can bring structure and strategy to social content. When creative ideas are rooted in real data like audience insights, competitor research, and reviews, they become powerful tools for brand trust and connection.
Here is my full campaign booklet: