University of Dayton
Public Relations Major, Minor in Marketing and Psychology
Expected Graduation: May, 2009
Hometown: Deerfield, IL
"Hafenbrack Marketing provided me with excellent training and real work experience to develop my skills beyond the classroom. My time spent with the company better prepared me for the full-time job I will begin after I graduate in May."
As a senior at the University of Dayton, Gina balances school, work and extracurricular activities. Activities Gina is involved in include Chi Omega, Colleges Against Cancer and intramuralÂ sports.
Gina has experience in event planning. She previously worked at Big City Bride/Big City Events in Chicago where she assisted in all stages of the event planning process from pre-planning meetings to event day set-up.
She obtained an internship at Hafenbrack Marketing after discovering the opportunity through one of her Marketing professors, Irene Dickey, at the University of Dayton.
She recently accepted a job at Rosetta, an interactive marketing agency, as an analyst in Acquisition Marketing specializing in Search and Media in Beachwood, OH.
Case Study - Direct Mailing and Telemarketing Campaign
Challenge: The interns were given the task to assist in raising awareness about Hafenbrack Marketingâ€™s services to fulfill the needs of businesses in the industrial and medical industries. The goal was to ultimately turn these prospects into clients.
Solution: A series of postcards were designed, developed and printed by Hafenbrack Marketing. From there, the interns were in charge of mailing outÂ the series of postcards to aÂ targeted list of businesses. After the series was mailed,Â a personal letter was mailed to the contact summarizing the services of Hafenbrack. Once the entire series was delivered, the internsÂ followed upÂ with a personal phone call to ultimately generate qualified leads for the Hafenbrack Sales Team.
Results: Several prospects expressed interest in Hafenbrack Marketing. These business leads were then forwarded to Alex Loehrer, VP of Client Services. Alex personally contacted the prospects to identify their companyâ€™s specific needs and how Hafenbrack can provideÂ solutions to help grow their business.
Case Study - Intern Program
Challenge: The interns were asked to assist in the development and refinement ofÂ Hafenbrack Marketingâ€™s intern certification program. The program was already in place andÂ being utilize, but the interns were challenged to further develop the program and ultimately present ways to better market itÂ to future students.Â Â
Solution: The internsâ€™ collaborated efforts to create personal bios and case studies about their work at Hafenbrack. They were responsible for editing and revising their resumes. From there, an internship website was developed to live within Hafenbrack's existing website. This website was created to not only describe the program and attract future interns, butÂ it was also designedÂ to highlight current interns and provide exposure for educators and potential employers toÂ view their work.Â Â
Before the website was launched, the interns put together a presentation for their superiors. This powerpoint highlighted ways they would like to market the program and spread the word about the new website.
Results: Though the project is an evolving piece, the website was completed and the interns are continuing to work on the second phase of the program which features marketing to educators and potential interns.
Case Study - Kettering Health Network Research
Challenge: The interns were asked to conduct research in order to help Hafenbrack determine placementÂ ofÂ print advertisements for their client. TheÂ advertisements would ultimatelyÂ increase consumer exposure for Kettering Health Network.
Solution: The interns spent time on a daily basis scanning Dayton's local newspapers and business journals to findÂ all placementÂ of Kettering Health Network ads against their competitor. They conducted additional research for news and current events in the healthcare industry.
Results: The interns clipped all locations and kept a running document of all mentions and ad placement for Kettering Health Network in comparison to their competitors. This documentation served as an overview of when and where the advertisements had been placed, an analysis of their competitors advertisements, and a hard copy of each.
Case Study - Independent Advantage Research
Challenge: Independent Advantage hired Hafenbrack to redefine their brand. This included creating a comprehensive marketing strategy, collateral pieces, a public relations campaign and more. The interns were asked to assisted with the Public Relations component. The challenge was to search through various after death care industry print materials for advertisement placement or mention of Independent Advantagesâ€™ 17 family-owned casket companies.Â
Solution: The interns searched through various publications and reported theirÂ findings to Hafenbrack Marketing's PR Specialist.Â Their findings were then copied and placed into a Clips Report for the client. The Clips Report held each individual article or advertisement that highlighted Independent Advantage and their companies. A spreadsheet was created to document the name of the article, the publication name of where the article had been placed and the date of publication.
Results: The Clips Report served as an overview for the client to view an organized summary of Hafenbrack's Public Relations efforts through documentation ofÂ where the articles had been placed, how many ran and the corresponding dates of these articles.