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Public Relations Lab Projects

Downtown Phoenix Partnership / A Uniquely Urban Experience

Students: Danielle Chavez, Minda Elliott, Nicole Lavella, Taylor Maguire, Daniel Rasmussen, Tessa Turnbow

Click to view video. Students in the PR Lab were charged with repositioning and rebranding downtown Phoenix as a destination city within the Greater Phoenix area. They developed a new logo and tagline, a microsite with engaging info, original photography and social media content, original marketing photography and a public service announcement in partnership with the Art Institute of Phoenix.

trails association
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International Trails Symposium / Find Your Own Adventure

Students: Chad Koch, Rachael McBride, Lalita Patrick, Devon Shaw, Amy Villarreal

The International Trails Symposium is a biennial event coordinated by American Trails and the only national or international trails event devoted to trail managers, innovators and advocates. The 2013 symposium, April 14 to 17 at the Fort McDowell Radisson in Arizona, celebrated the first time the event occurred on Native American soil, in the Yavapai Nation. With the objectives of increasing registration, particularly among a younger demographic and increasing social media support, the PR Lab created a logo, microsite, PSA, tagline and social media engagement.

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Anti-Defamation League / No Place for Hate

Students: Clare Hahne, Hannah Lurie, Sara Steffan, D’Asia Tate, Ben Tolmachoff

No Place For Hate is the Anti-Defamation League’s initiative to combat bullying in schools. The program began in 1999 and is currently active in more than 1,500 schools nationwide. In 2012, No Place For Hate was adopted in Arizona within the Kyrene School District in east Phoenix. Other Valley middle and high schools have followed their lead.


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Arizona Broadcasters Association / Inform. Inspire. Insight.

Students: Jessica Choi, Alexa Chrisbacher, Kelsey Pfeffer, Kayla Pologa, Joshua Skalniak

Students created a new logo and tagline incorporated into a PSA that would appear on 92 percent of radio stations and 100 percent of television stations statewide. Statistics cited in the PSA were verified using secondary research. The goal was to increase awareness of ABA, rebrand the organization and position member stations as relevant leaders.

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ABIL/SpoFit / Be Bold. Be Strong. Be Able/ABIL.

Students: Montserrat Camacho, Anne Carson, Nora Merza, Michelle Rivas, Morgan Theys

PR Lab students worked on a campaign to generate awareness, particularly among a younger disabled population, of the Arizona Bridge to Independent Living/Virginia G. Piper Sports & Fitness Center's youth adaptive sports clinics. The campaign included a PSA, logo, messaging and a downloadable media kit.

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NASA / NASA Means Business

Students: Lauren Booth Strait, Melody Rodriguez, Traver McLaughlin, Delynn Bodine, Ljubinka Slaveska, Kacie Sumner, Ben Higgins, Kathryn Burnett, Lindsey Weissert, Andra Lewis, Holly Campbell, Nicole Phelan, Viktor Donevski, Ray Gonzales, Andrew de Souza, Misti Paris, Ayana Meraz, Ben Higgins, Lisa Tidwell Shields, Virginia Anderson, Kenneth Quihuis, Stephanie Venetis, Jill Van Sickle, Fabienne Fellows, Shana Looney

Arizona State University students, in partnership with The Art Institute of Phoenix, made submissions to the NASA Means Business Student Competition every year from 2004 to 2007. The team, called Arizona Students Present Interesting Research to Everyone (ASPIRE), won the Grand Prize for each submission. Teams were required to create both a 30-second public service announcement and a comprehensive promotional campaign. In doing so, students studied facets of engineering, public relations, journalism, graphic design, production, audio and film. The objective of the competition was to effectively communicate current and potential contributions that NASA space exploration programs add to daily life, as well as acknowledge NASA’s role in future space exploration, such as missions to the Moon and Mars.

Tempe Coalition
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Tempe Coalition / 21 or Too Young

Students: Cassidy Olson, Rachel Steingard, Samantha Womer

PR Lab students were asked by the Tempe Coalition to produce a few PSAs focusing on the prevention of underage drinking. The Tempe Coalition, a nonprofit government entity in Tempe, Ariz., has a mission of preventing underage drinking and drug use. The PSAs feature actual Tempe residents stating their own reason for adhering to the campaign slogan, “21 or Too Young.” The campaign won an Award of Merit for public service programming/PSA in The Accolade Competition.

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Avnet / Transforming Tomorrow…Today

Students: Marshall Eckert and Jessica Von Schell

The PR Lab was asked to produce a spot for Avnet on the topic of “Transforming Tomorrow…Today.” It attempted to demonstrate the nature of what Avnet does in the technology sector while keeping the message simple and fast-paced. The effect is reminiscent of stop motion in the creation and re-creation of products that are re-purposed to lessen potential harmful effects of technology. The spot won three awards – two Awards of Excellence, one each for corporate/employee communication and creativity, and an award of merit for editing.

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Intel / Intel Campaign

Students: Rachel Sutherland, Sabrina Willard, Lejla Kapetanovic

The University-produced commercial for Intel’s Embedded Technology pays homage to the 30th anniversary of the 1982 film "E.T. the Extra-Terrestrial." The commercial highlights Intel’s “ET” while remaining authentic to the Intel brand and to the youthful tone of E.T., the movie. It won two Awards of Merit in The Accolade Competition – one in corporate/employee communication and one in special effects/animation.


Sealed Sweets / Uniquely Sealed Gifts

Students: Nesima Aberra, Deni Donevski and Lily Zimmel

The PR Lab was asked to produce a spot for Sealed Sweets, a start-up with an emphasis on making life a little sweeter through each jar of its specialty treats. The time-lapse spot attempts to capture the attention of an online purchaser by showing the product, flavors and sticker designs while recommending the sweet treat as a seasonal and everyday gift choice. It won two Awards of Merit in The Accolade Competition – one for creativity and originality, and one for sales/branding/product demonstration.


Morrison Institute Morrison Institute

Established in 1982, the Morrison Institute is an independent, nonpartisan center for research, analysis and public outreach concerning public policy and key issues in Arizona. Students worked with Morrison to encourage public policy conversation by making their materials accessible and engaging for the general public. They also worked with Morrison to reinvigorate its Young Stewards Scholarship program through the use of technology and active engagement.

Rock Boot Camp / Rock Boot Camp

Rock Boot Camp, based in Scottsdale, Ariz., is an action-packed, intense rock ’n’ roll weekend experience during which guitar players, bass players, drummers and vocalists of all levels come together to rock out. The boot camp, designed for ages 13 and up, is a nationwide, two-day event to help musicians improve their talents and foster community and self-esteem among musicians. Students worked with Rock Boot Camp to maximize its use of social and traditional media for the Scottsdale event and to promote its new nonprofit alliance with the Boys & Girls Club of Greater Scottsdale.

Greater Phoenix Economic Council / Greater Phoenix Economic Council

The Greater Phoenix Economic Council represents Maricopa County and 14 cities to project a regional identity. GPEC works with member cities and businesses to attract quality businesses to the greater Phoenix region from around the world. Students worked with GPEC to produce an event and series of videos that will identify influential people who will promote the Valley and engage businesses, policy makers and others in an active dialogue in order to present the Valley as a great place to work and play.