Blue Ridge Women in Agriculture
Appalachian State University
Public Relations Capstone
For my final PR Capstone, I served as the Account Manager for a semester-long strategic campaign supporting Blue Ridge Women in Agriculture (BRWIA). Our primary objective was to drive awareness and growth for the King Street Farmers’ Market. Rather than viewing the market as a static retail space, our strategy focused on leveraging its vibrant social nature to build a deeper, more intentional connection with the local community.
As the Account Manager, I oversaw the project’s strategic direction, acting as the primary liaison between our professor and the nonprofit leadership. My day-to-day involved delegating weekly tasks, managing our production timeline, and ensuring the team remained aligned and supported as we navigated complex campaign requirements.
BRWIA PR Campaign
The project was intensive, starting with a rigorous research phase where we wrote three foundational papers, including a situational analysis that set the tone for our work. We then created a Qualtrics survey to capture local shopping habits and motivations, which allowed us to identify that the community viewed the market primarily as a social hub, a key insight that became the North Star for our entire campaign strategy.
After finishing the research and writing portion, we developed the final book. I collaborated closely with my team member, Molly Osman, to develop the creative assets for the campaign. We worked to ensure every deliverable (from social content to promotional materials) adhered to a cohesive campaign plan look that reflected the market's unique energy.
This project was the ultimate test of leadership and collaboration, allowing me to manage a real-world campaign from the initial research phase all the way to final delivery.
