About
Project overview
This project focused on developing a strategic public relations campaign for City Fabrick, a nonprofit design organization based in Long Beach, California, that works to improve communities through urban planning, policy, and community engagement. As part of a PR Campaign Management course, my team created a comprehensive campaign titled “See the Impact, Be the Change,” aimed at increasing community awareness, strengthening brand identity, and positioning City Fabrick as a trusted leader in community-centered design. The campaign emphasized storytelling, digital engagement, and community outreach to highlight the organization’s impact. This campaign was presented directly to the client as part of a competitive class pitch, simulating a real-world agency experience.
Fifth Milestone
Evaluation & Impact Measurement
Established measurable objectives, including increasing social media engagement, expanding audience reach, and improving brand awareness within the Long Beach community. Developed evaluation methods using analytics, surveys, and media tracking to assess campaign effectiveness and inform future strategy.
Forth Milestone
Tactics & Campaign Execution Plan
Designed a multi-channel campaign strategy combining digital media, social engagement, and in-person outreach. Tactics included social media content, video storytelling, campus outreach, community events, and promotional materials such as posters, bus stop ads, and branded incentives. The campaign also incorporated a structured timeline, budget allocation, and content rollout plan.
Third Milestone
Campaign Strategy & Positioning
Created the campaign concept “See the Impact, Be the Change,” positioning City Fabrick as a credible community advocate that connects residents to urban development decisions. Developed messaging focused on transparency, community voices, and real-world impact to strengthen trust and engagement.
Second Milestone
Audience & Insight Development
Identified primary and secondary audiences, including Long Beach students, residents, and local stakeholders. Developed audience personas and insights highlighting values such as community empowerment, sustainability, and social impact. Key findings showed strong interest in informative, community-focused content and digital engagement through platforms like Instagram and TikTok.
First Milestone
Research & Situation Analysis
Conducted extensive research on nonprofit challenges, identifying key issues such as limited funding, low public awareness, and reduced community engagement. Analyzed City Fabrick’s strengths, including its community-driven approach, while recognizing gaps in brand visibility and digital presence.
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