FEATURED WORK
The right words have the power to shift perceptions, inspire action, and deliver measurable results. The featured work below shows how I combine analysis of consumer insights, brand voice, and strategic storytelling to create that shift. These pieces represent my individual contributions to projects developed during my Master of Communication Management program at the USC Annenberg School for Communication and Journalism. While not actual client work, they conceptually demonstrate how I approach strategy, messaging, and copy.
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If you’re ready for messaging and strategy that connect your brand and audience authentically—and move them to act—let’s make it happen.
Integrated Marketing Communication Plan - Big Idea Pitch Competition Winner
My Integrated Communication Strategies course functioned like an agency simulation. Each course section served as an agency, and each agency was divided into teams that competed against the other agencies for brand accounts. Teams conducted brand audits, consumer research, and developed integrated marketing communication plans for the potential clients. Pitches were judged by USC marketing professors. The winning pitches for each account were then reviewed by the Expert in Residence, Brandon Rochon - CCO of Kastner, who selected Best in Show. Out of three agencies, my team won the account for The Honest Company and went on to win Best in Show with an IMC plan for Honest Beauty.
View the “Big Idea” Pitch, here.
Hear me pitching from 3:37-9:57
View Best in Show Announcement, here.
Winner announced at 3:57
Integrated Marketing Communication Plan
In my Integrated Communication Strategies course, teams conducted brand audits, consumer research, and developed integrated marketing communication plans for potential clients. Pitches were judged by USC marketing professors. The winning pitches for each account were then reviewed by the Expert in Residence, an agency professional who selects Best in Show. My team won the account for The Honest Company and went on to win Best in Show with an IMC plan for Honest Beauty.
Branded Podcast
Engage & Influence
In a marketing course called Storytelling, Culture & Experiential Communication, I was in a group tasked with finding narrative solutions to drive digital sales for Chipotle. As Chipotle aims to position itself as a lifestyle brand and leader in culture, I suggested a branded podcast would help the company achieve its goals. I conceptualized Chipotle, For Real and wrote, produced and voiced this sample trailer.
Strategic Integrated Plan
In my Principles of Public Relations course, my team developed a Strategic Integrated Plan for Virgin Hyperloop. We conducted research and designed a one-year campaign that would culminate in the U.S. launch of Virgin Hyperloop. The components of the presentation featured in the next three slides are a selection of my contributions to the project.
Instructor Remarks: Congrats, Team Virgin Hyperloop for taking on something so innovative it literally doesn't even exist yet in the world. Your plan was strategically sharp and thoughtfully presented; it also had a bit of the signature irreverence that's part of Virgin's brand voice.
Campaign Proposal
The Embrace Neurodiversity campaign will educate a broad audience about neurodiversity, destigmatize disability and mental disorder, and foster greater equity and inclusion by leaving people better equipped with the knowledge and tools necessary to interact productively with neurodivergent people. Through the lens of neurodiversity, more positive attitudes will form around neurodivergent conditions leading to greater acceptance, support, safer spaces, and ultimately, a healthier society where neurodiverse people can thrive and enjoy a higher quality of life.
Erin is every instructor’s dream – she can think on her feet and has well-formed ideas about media and communication and the world around her. She possesses stellar writing, research, and critical thinking skills. Her written work reflects precision of thought and solid research skills as well as an insightful writing style. She stood out as one of the strongest writers in class.
Moreover, Erin possesses the ability to write in a variety of contexts and synthesize many ideas and viewpoints. Her verbal communication skills are also outstanding. She never skips important steps and is very thorough and methodical in her analysis. Erin is extremely gifted in conducting research and leveraging data to tell an important story, bringing a novel and fresh perspective to her projects. I was very impressed by Erin’s strong ability to synthesize complex information in the case studies and campaigns we examined in class.
You would be extremely fortunate to work with Erin. You will appreciate her professionalism and skillfulness, and the energy and can-do attitude she brings to her work are truly infectious. She is a true superstar and among the most talented and down-to-earth students I have taught. – Shari Ross Altarac, Ph.D.