COM 484 - PR Campaign for the Clearwater Marine Aquarium
 

In COM 484 - PR Campaigns, there was a semester-long group project where students worked collaboratively to develop a PR campaign for a real-world client. My group, "Aquamarine Agency", worked to create a campaign for the Clearwater Marine Aquarium, a nonprofit organization dedicated to the rescue, rehabilitation, and release of marine animals. The project focused on developing an influencer marketing strategy to increase awareness of CMA, reach new audiences, and strengthen engagement with Gen Z. The campaign involved conducting primary and secondary research, identifying the organization's communication challenges, and developing strategic recommendatations. For this project, I specifically worked on the Web Content Analysis as part of the secondary research, analyzing CMA's website to identify strengths and opportunites for improvement. I also completed the primary research section, analyzing and presenting the results of the survey to better understand Gen Z's social media habits, content preferences, and attitudes towards influencer partnerships. Additionally, I wrote the SWOT Analysis to identify how CMA could use its existing strengths and opportunities to address weaknesses and potential threats. I also served as the copywriting editor for the campaign, reviewing the written content for clarity, consistency, and professionalism. These contributions helped to connect the research findings to the campaign's overall strategy. Ultimately, the campaign aimed to strengthen CMA's digital presence, build authentic relationships with Gen Z audiences through influencer partnerships, and increase awareness of its conservation mission to encourage future aquarium visits.