Carolyn Northrup
Connecting Cultures
Marketing & Communications
Professional Profile
Public Relations
Creating Relationships that Work!
Methodology Overview
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Internal messaging
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PR strategy development
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PR Housekeeping: press kit update, press release writing, photo shoot coordination, product reviews, press pitching, article collaboration, editorial calendar management, media advisory, press conference and press tour coordination
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Testimonial campaign development
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Media relations/interviews
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PR training
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Agency and budget management
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Speaking engagement and presentation/handout design
Media Relations to help spread the word
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Grateful for the Outreach Support
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As part of the PR program for the launching of 64-bit computing systems, Digital Equipment Corporation (DEC) sponsored Dr. Yuri Contreras, first Everest climber to reach the summit from the north side and connect with the audience via internet; transmitting daily updates of his 55-day adventure back in 1996. It is still getting coverage as of 2015!
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In honor of mother's day, the Mexican newspaper El Reforma featured working moms in the high-tech industry (1995)
Interviews/Presentations
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Effective media relations led to free interviews that supported the PR efforts to educate the consumer on the benefits of debt negotiation (Spanish).
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Speaking engagement at Mujeres Fantasticas networking event sharing social media experience for business (Spanish).
Press Release Development
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The PR Strategy for this Institute was to support branding and increase funding.
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Press Release to support the opening of a new concept in healthy food retail chain.
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Support for Non-profit event and scholarship announcement.
Trade Publications
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The PR strategy for the launching of this agricultural technology consisted of creating a multipurpose piece that would aide in promotional and sales efforts while generating print articles within the industry; positioning the company as THE drip irrigation expert in crop management.
Testimonial Campaigns
The objectives of this project were to support the company in effectively communicating its achievements through activities that strengthened its image, while achieving an endorsement from the Government of the City. The communication program consisted of helping the RPP organize an event that was targeted to all state registries and support it with communication material.
As a result, SyC obtained exposure as a preferred IT solutions provider for government contracts. It became a valuable sales tool that ultimately was endorsed by the City’s Office, helping the company maintain its brand awareness and positioning. This testimonial piece became part of the company’s sales portfolio.
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To celebrate the Howell Foundation's 20th Anniversary, and as an additional fundraising support tool, the organization launched the "Where are they today?" testimonial campaign featuring the young scientists that were recipients of the Howell Scholarship:
Press Tours
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SyC Group has characterized itself for always introducing new technology to the Mexican market. Such is the case with the Sequent Platform. The premise of the campaign was “Windows NT and Unix Operating in the Same Box”. Maximizing a minimal budget throughout this campaign translated into a little over 30k worth of objective, focused messages; as well as two-to-three month media exposure. Press members certainly took advantage of the information of the one-on-one press tour planned for this occasion.
Editorial Collaboration
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The strategy was to create awareness regarding the process of buying/refinancing a property as a preamble to a seminar focused on educating our prospective client on the process of becoming a home owner.
