Chapter Rewind: AdventHealth’s Rebrand Playbook

By Jacqueline Kooser, Marketing Strategist at AdventHealth and FPRA Orlando Area Chapter Assistant Treasurer

In early May, FPRA Orlando brought together nearly 100 industry professionals to hear from AdventHealth communication and marketing leaders. Formerly known as Florida Hospital, the nationwide system became one cohesive brand as of January 2. Executive Director of Consumer Marketing, Frank Carter, opened up the panel with a look at where Florida Hospital was before the rebrand, and highlighted the ‘why’ behind the hospital system’s big decision. From consumer preference graphs, to getting the audience excited with the rebrand TV spot, Carter set the stage for AdventHealth leaders to dive into their niche specialties, and how they handled the rebrand from their respected areas.

Doug McDonald, Director of Content Strategy, walked the audience through the digital footprint before and after the rebrand, including visuals of past websites and new, updated sites, and answered questions about creating ‘thumb-stopping’ content for consumers in this day and age. Christy Mize, Director of Consumer Marketing dove into why certain decisions were made within the rebrand process. Mize explained the shift in consumerism over the past few years, and how the market will continue to evolve to meet the needs of everyone who aim to access healthcare in the easiest of ways.

When it came to telling the story through local and national media outlets, Bryan Malenius, Executive Director of Corporate Communications, took the audience through the process of making Florida Hospital’s rebrand announcement into a story that the media would want to share with the community. Jayce Puttick, Director of Strategic Partnerships, closed out the panel discussion by highlighting the strategy that took place with the system’s community partners. Puttick had an instrumental role in communicating the name change to some of the most loyal partners in the area, including the Orlando Magic and Disney. Puttick shared that many community partners revealed the first visual presence of the rebrand through signage, visuals, and digital boards before the January 2 switch, and that communicating with those key players made all the difference in easing the Central Florida community into the name-change.

The panel answered questions from the audience and mingled with FPRA Orlando members afterwards, leaving all those who attended ‘feeling whole’. Thank you to AdventHealth for hosting and sharing with us, and for inspiring all to always understand the ‘why’.

Interested in attending events like this one? Follow FPRA Orlando on Facebook today to stay in the know of all upcoming events.

Member PRofile: Chauniqua Major-Louis

Chauniqua Major-Louis
Director of Central Florida Operations at Sachs Media Group

Give a brief explanation of your job.
I have the honor and privilege of overseeing the accounts and team members for Sachs Media Group in Central Florida, and sometimes beyond! As with all PR positions, my days consists of writing, media relations, networking and pitching new business, and dealing with our fair share of crises. My clients range from statewide food nonprofits like Farm Share to international companies like Amazon!

How long have you been a member of FPRA and why did you join?
I consider myself new to the marvelous world of FPRA! I’ve been a member for approximately two months and I joined because it’s important for me to develop relationships with my peers and to help support the new generation of publicists that are coming into the industry.

What has been your favorite FPRA event so far?
Media Mashups are always on my list of events to attend! It’s a great event to connect with media contacts and other professionals that I don’t get to see often.

Tell us about an exciting achievement (personal or professional).
I’ve had a ton of amazing experiences from supporting the of launch Carnival Corporation’s OceanMedallion™ at CES to helping chefs plate dishes for events in the Hamptons, but my most favorite achievement has been to watch my interns go off and do amazing things. There’s something special about seeing someone that you trained and mentored live out their dreams. This will always outweigh a placement or cool campaign for me. I’ve had interns leave Orlando and head to NYC to work for BBDO Worldwide and Spotify, and others have stayed in Orlando and started their own companies. It’s an honor to be part of their journeys.

What was your first job?
My very first job was at Arby’s. My first PR job was at Rockaway PR, a culinary-lifestyle agency.

Fun fact:
I’m a snacktavist: a person that believes in eating snacks with meaningful ingredients. Organic popcorn, fries, chips, coffee — I literally eat and drink them all. I’m always available for a cup of coffee, so consider this an invitation. Our office has an endless supply of cold brew.

Contact Information: Major@SachsMedia.com

Quotes Corner

Growing into a Graduate

By Alyssa Harrell, Quotes UCF

Alyssa Harrell

When I reflect upon my time at UCF, so many memories and experiences come to mind. But looking back, I wouldn’t trade anything for the lessons and skills I’ve learned while being a student at UCF. Four years ago, I moved two hours away from home to get the “real” college experience while still having the comfort of being able to drive home at a moment’s notice. Once I got here, I did what every student does. I lived on campus and walked to class every day in Orlando’s scorching summer heat. And when I wasn’t in class or studying, I spent time with acquaintances in my home town. Moving to a new city away from my family and close friends, I was very hesitant to branch out and meet new people. I thought to myself, “I’ve already made all these changes, why would I need to make more?”

I kept that notion in mind for the entirety of my freshman year. I was just beginning to be comfortable and was very satisfied with my school work. I didn’t really see the need for change. But just because there isn’t a clear need for change doesn’t mean it couldn’t make a world of difference. I began to learn this on my first day of class in Introduction to Public Relations. Although it wasn’t an abrupt change, it was the start of something. Back then I had no idea that just sitting in that classroom would truly change not only the rest of my academic career, but my life.

That first day was when I learned about a PR club called Quotes. At that time, I didn’t really want to join a club; I was on a sports team and a dedicated student, which led me to believe I didn’t have time for anything else. But the friendly girl who sat next to me asked if I would go to Quotes’ first event of the semester with her. I was a bit hesitant for a couple reasons: I didn’t really know if I would like PR, I didn’t think I had any spare time and I didn’t even know this girl’s name. But I had to sit next to her for the next hour, so to be polite and not make things awkward, I enthusiastically said yes. And from that moment on, Quotes provided a foundation for almost every academic and professional decision I made, and every experience and opportunity I was presented with.

I quickly went from a member of Quotes for one semester to a board member with an extremely important responsibility the next. Within one day I decided to interview for the position of director of events, got offered the position, and then represented Quotes as part of the executive board at a meeting. The girl that did all those things on one regular Tuesday was nothing like the girl who thought there wasn’t room for change in her life.

Now, not only was I able to be a student in one of the most competitive programs at UCF, I got to be a student leader. My job as director of events was to organize and execute Quotes’ premier event, Intern Pursuit. Intern Pursuit is a bi-annual communication internship fair that gives students the opportunity to meet with employers and search for internships. This event has about 80 organizations and over 200 students in attendance each semester. This is the main source for students to get an internship that will give them the chance to learn the skills they need to succeed in the real world. In a matter of one day I went from not wanting my comfortable college life to change to being the go-to person for an event that so many people depend on.

Now, as a graduating senior, I’ve planned and successfully executed five Intern Pursuits, each one better than the next. And during this time, I was involved and took advantage of more opportunities than freshman me would ever think there was time for. I’ve had multiple internships (each of which I obtained through Intern Pursuit), participated in research and made lasting relationships with professors, classmates and professionals. Through all these opportunities I was able to find my place. I’ve always been interested in healthcare and am now certain that is my place in the PR industry. I know that I thrive when I am able to use my skills to help others and tell their stories. Two years as an intern at AdventHealth made my inclination clear. This realization and many other opportunities led me to want to pursue a graduate degree. I’m so happy and honored to have been given the opportunity to attend USF in the fall to start research and my master’s in mass communications.

Because one opportunity turned into another, and another, and another, I have been so blessed to have what I see as the best college experience I could have hoped for. So now when I look back at all my memories and experiences, they all have one thing in common: Quotes. My success came not just from being a member, but by taking charge and being an overly active executive board member. Without Quotes, at graduation I would be sitting among my classmates, not knowing their names or what I was going to do after I walked across the stage. But I’m so thankful that because of Quotes, I get to walk across the stage knowing I made a difference, and exactly what I’m going to do next.

Member PRofile: Michele Brennan

Michele Brennan
Strategic Communications Section Manager (FL, AL, MS), HDR Engineering

Give a brief explanation of your job.
We help our clients manage and navigate the social and political influence on their projects. We know that the best way and time to plan for social and political influence is at the project’s conception. Our philosophy is to be part of the conversation early, which allows us the opportunity to help define the project’s goals, maximize resources, and ultimately find solutions for our clients.

How long have you been a member of FPRA and why did you join?
I re-joined FPRA in February 2019 when I started my new role with HDR. I am looking forward to connecting with my peers, creating new partnerships, and continuing to learn from others in our industry.

What has been your favorite FPRA event so far?
In the past, I have enjoyed the educational workshops and panel discussions that have focused on a variety of topics. So much of what we do is influenced by current trends and events, it is important that we come together to listen, discuss and grow.

Tell us about an exciting achievement (personal or professional).
Living and playing in Orlando for the past 25 years has offered me so many opportunities both professionally and personally. Since I recently joined the HDR team, I am excited to see where this path shall take me! So stayed tuned, great things are ahead.

My previous role with the City of Orlando allowed me to be a part of numerous amazing projects. From developing a new visual brand to managing the process that gave us a new city flag to helping our community heal after the Pulse tragedy and numerous hurricanes, I am proud of my service and contributions. During my time with the city, my boss, mentor and friend Mayor Buddy Dyer gracefully taught me how actions speak louder than words, the importance of partnerships, and the power of compassion, all of which were woven into the many projects that hold a special place in my heart.

On a personal note, I am honored to serve on the board of directors for the Holocaust Memorial Resource and Education Center of Florida. I am excited that our community is investing in a campaign to build a new Holocaust Museum for Hope & Humanity in Downtown Orlando. This new museum will stand as a beacon of light as we work together to build a more inclusive world where all people feel safe and respected– one free of anti-Semitism and all forms of prejudice and bigotry. I encourage everyone to learn more at holocaustedu.org and get engaged. Together we will build a culture of inclusiveness.

What was your first job?
It was the summer of 1987, when I started working in a TCBY yogurt shop (the original FRO-YO). It was my very first job and I loved it. I took the creative liberty of experimenting daily with flavors and toppings and created some tasty combinations that ultimately became customer favorites! My life-long lesson learned from that job… never be afraid to mix it up and try new, bold combinations.

Fun fact:
I love talking to and engaging with people. My colleagues will tell you, one of my favorite places is riding in an elevator. It is the best place to make someone laugh, share a complement, or wish them well. In less than 30 seconds, you have the potential to brighten someone’s day. Now that is powerful!

Contact Information:
Michele Brennan
HDR
315 E. Robinson Street, Suite 400
Orlando, FL 32801
Michele.brennan@hdrinc.com
407.664.5222

Quotes Corner

Expanding Intern Pursuit Attendance Among Students

By Emily Garcia, Quotes UCF

Emily Garcia

Walking into the Pegasus Ballroom filled with potential employers was one of the most nerve-racking experiences of my undergraduate career. I could feel my heart race as I walked in through the double doors for the first time. Slowly, my nerves settled behind the conversations I had. Even though this is my third Intern Pursuit, I still feel butterflies in my stomach. Each time it gets a little easier and easier, but this time, I had an advantage; I was a part of hosting Intern Pursuit.

In January, I joined the executive board of Quotes to serve as the director of communications. As such, I manage and produce content for all our social media platforms including Facebook, Instagram and Twitter. As this year’s Intern Pursuit rolled around, the Quotes board came together to plan how to increase student attendance. We decided to launch a new campaign to feature sponsored internship programs.

Through this campaign, employers were given the chance to highlight their internship positions on all three of our social media pages, receive a blog post on quotesucf.com and reserve their table ahead of time. Within the three weeks leading up to Intern Pursuit, our graphic designer, vice president, webmaster and I worked tirelessly to promote our new offer and post featured internships online. We received five offers including Orange County Public Schools, SIX the Agency, CCH Marketing, AdventHealth and Curley & Pynn.

In total, the five social media posts gathered over 2,500 impressions and 450 engagements across all three platforms. And our efforts to boost event attendance succeeded – we had over 230 students attend, a 13 percent increase from fall semester. It was such a joy to see my classmates and friends networking to find their next opportunity. The next day, I took an impromptu survey and asked “How did Intern Pursuit go last night?” I was met with glowing faces as they explained the upcoming interviews they had planned. This is why Intern Pursuit is so important. It connects students to their next adventure and provides endless opportunities for our futures. I’m so glad to be a part of it all.

 

Click below to expand and view images from Intern Pursuit.

Member PRofile: Kimberly Allen

Kimberly Allen
Communications Coordinator, Seminole State College of Florida

Give a brief explanation of your job.
As communications coordinator, I manage internal and external communications efforts for Seminole State – everything from news releases and ad copy to marketing materials and executive updates. I coordinate the promotion of college and community events to the media, as well as the content, development and use of the Seminole State website as a primary marketing, informational and recruiting tool for the college. I also serve as a PIO on the college’s Emergency Response Team.

How long have you been a member of FPRA and why did you join?
I joined FPRA in 2009 when I started my job at Seminole State. With my background in journalism, I needed to build my PR skills. My colleagues, who were already FPRA members, encouraged me to join because of the networking and professional development opportunities.

What has been your favorite FPRA event so far?
I really enjoyed the most recent Board Installation Breakfast. It was exciting to learn about and celebrate the achievements from the past year and to hear the vision for this year. It’s a reminder of the impact FPRA has on our profession. Plus, it’s a great way to reconnect with your peers if you’ve been away for a while.

Tell us about an exciting achievement (personal or professional).
With the solar eclipse in 2017, I had the awesome opportunity to co-lead a PR campaign for a viewing event at Seminole State’s planetarium. There was a lot of planning involved for this rare occurrence, but it was one of our most successful campaigns, garnering coverage from every major, local TV station and drawing a record crowd of about 15,000 people to our Sanford/Lake Mary Campus. The campaign earned gold in the National Council for Marketing and Public Relations (NCMPR) 2018 Medallion Awards.

What was your first job?
I had a summer job as an office assistant at St. Johns River Water Management District.

Fun fact:
I’m a proud military brat and grew up on an Air Force base in Germany. I wish I had learned to speak German, but growing up there was a wonderful experience.

Contact Information:
allenk@seminolestate.edu

Quotes Corner

Note: A reminder that if you haven’t signed your organization up for Intern Pursuit, now’s the time! Register here.

Finding the Right Path

By Albert Aronov, Quotes UCF

Albert Aronov

When I moved to Orlando, I believed in one thing: there was only one path for me to take. During my time at UCF, I have found the opposite is true. While there are hundreds of paths, the only challenge is being able to find the right door. I am a radio and television major, meaning that I work closely on broadcasting, news, shows, and whatever is on air. But I wanted to venture further into advertising and public relations, because I knew there was a market for me in that field. I took the knowledge that I learned and found I can easily apply all of this toward a career in Advertising and Public Relations. I spoke with my Ad/PR major friends, and they were able to guide me toward potential internships and related professionals, to position myself in this unique industry. After these past few years, I’ve learned more than I thought was possible. I’ve been able to apply this knowledge to other works, and I’ve seen myself grow in ways I did not anticipate.

With all that said, my advice to fellow students is to relax. You don’t have to struggle with self-doubt. You shouldn’t take other people’s paths and fool yourself into believing that’s the only way to go. It is going to be hard when you get out there, but you need to know that if your path doesn’t work, there will always be another one. You may have to cut professional (and personal) ties and defend your ideas but know it’s only the start of something larger. You will have to go down many roads to find the one that you have been waiting for. Take charge of your future, and find the path you are looking for.