Public Relations | Integrated Marketing | Content Development | Social Media | Market Research
As a PR Associate at Practical Advantage, Cal State Fullerton’s student-run communications agency, I contributed to the development and execution of an Integrated Marketing Communications (IMC) campaign for a tech company launching a new productivity laptop, as part of this service-learning project. From audience research to content creation, I played a key role in shaping our messaging and campaign strategy for Gen Z and early-career professionals.
Micro-Star International (MSI) X CSUF PRAD
My Role
• Developed an IMC strategy targeting college students and young professionals for a new laptop release.
• Conducted surveys to assess brand awareness, purchase drivers, and competitive perception.
• Wrote key messaging, press releases, and media talking points to support product storytelling.
• Created and published original content across Instagram and LinkedIn.
📊 Impact: 19.4K total impressions across Instagram and LinkedIn
Integrated Marketing Communications
Campaign Plan
I led the visual design and creative direction of this campaign presentation. I also developed the key messaging and crafted our product overview, highlighting distinct features that informed our overall strategy.
*Presented to the client and the Vice President of Marketing at their U.S. headquarters.
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Press Release (Download)
Press release written to introduce the product to student and professional audiences, crafted around storytelling, specs, and brand voice.
Social Content
Supported the concept and development of two social-first videos published to the brand’s official Instagram. These pieces were designed to drive visibility for MSI’s new productivity laptop by highlighting Gen Z perspectives and lifestyle-driven use cases.
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