2. EXPERIENCES
• Freelance videographer, photographer, graphic designer, and website
designer
Working on projects for my websites Hollis Hite Creative Group and Kumo Comics
Previous Experiences:
Intern for Parallax Digital Media in Denton (08/15-02/16)
Focused on video marketing and photography
Historian and Secretary for UNT PRSSA (01/15-10/15)
UNT chapter of Public Relations Student Society of America
Revised the website, posted e-mail and blog updates, created a Semester-book, and photographed activities
and events
Student assistant for University of North Texas (02/10-10/15)
University Relations, Communications, and Marketing Division, Photography Department
Managed archives and client contacts
Photographed studio portraits for websites and news articles; photographed campus activities and architecture
for UNT Facebook and Instagram
Volunteer for North Texas Television (02/10-12/13)
Video Production and editing for web and television
3. EDUCATION
• Professional Development - Denton Public Library/Gale Education
• Using Social Media in Business (Summer 2016)
• Intermediate WordPress (Summer 2016)
• Write Effective Web Content (Summer 2016)
• For more information: https://crystaljhollis.net/aboutme/professional-development/
•M.A. Interdisciplinary with a concentration in Digital Communication –
University of North Texas
• Graduated fall 2015
• Relevant courses: Case problems in PR, Internet Communication strategy/Direct Mail, Web
Content Development and Maintenance, Integrated Communications, Multimedia, Computer
Graphics
•B.A. Radio, Television, and Film – University of North Texas
• Graduated fall 2013
• Relevant courses: Content development for digital media, Web 2.0, Marketing Foundations,
Advertising Management
• For more information: https://crystaljhollis.net/aboutme/education/
5. https://crystaljhollis.files.wordpress.com/2016/07/crystaljhollis_social_media_strategy.pdf
Social Media Plan
Pt. 1
EXECUTIVE SUMMARY
Crystal developed this social media strategy to build awareness as a job candidate and freelancer. This
social media strategy uses the “S.O.C.I.A.L.” steps: Strategy, Organization, Content, Interaction,
Analysis, and Learn.
(some parts of the plan omitted; view pdf for full details)
PURPOSE OF THE STRATEGY
The purpose of this strategy is to outline an effective plan for building awareness of Crystal as a job
candidate and freelancer.STRATEGIC OBJECTIVE / THEME
Primary Objective: Building Awareness
Crystal considered building awareness to be a primary objective because she is trying to build her
reputation and demonstrate competency in the field of digital communications.
Secondary Objective: Sales/Income
Crystal needs to drive revenue every month to maintain cost of living and freelance operation expenses.
For more details, sources, et
CRYSTAL HOLLIS SOCIAL MEDIA
STRATEGY
(Class project from “Using Social Media in Business” Summer
2016)
6. https://crystaljhollis.files.wordpress.com/2016/07/crystaljhollis_social_media_strategy.pdf
Social Media Plan
Pt. 2
SOCIAL MEDIA ORGANIZATION
Crystal Hollis (social media
manager)
Job
Searching
Freelancer 2
Business
Freelancer 2
Consumer
Linked
In
Behan
ce
WordPre
ss
Facebo
ok
YouTu
be
Content Plan for Distribution via Hootsuite:
• Industry (2x daily)
• “How to” blog posts (1x weekly)
• Photography (3x weekly)
• Portfolio (3-4 monthly)
• Reblog/repost relevant content (4x daily)
Hootsuite automatic
posting
Twitte
r
Scheduled
posting
Direct posting
7. https://crystaljhollis.files.wordpress.com/2016/07/crystaljhollis_social_media_strategy.pdf
Social Media Plan
Pt. 3
MAIN SOCIAL MEDIA
PLATFORM
• WordPressSOCIAL NETWORKING PLATFORMS
• Facebook
VIDEO SHARING PLATFORMS
• YouTube, Facebook, Behance
• Platforms to consider: Vimeo, Photosynth, Houzz, Videojug, Break, Daily Motion, Coub, Metacafe,
Wonder How To, Expo TV, Periscope, Veoh
BUSINESS SOCIAL NETWORKING PLATFORMS
• LinkedIn
• Platforms to consider: Coroflot, Active Rain, Ads of the World, Prof Net Connect, Solaborate, Referral
Key, Edocr, Angel.co, Apsense, Ryze, Authorstream, Slideserve, Bizsugar, xMind
MICROBLOGGING PLATFORMS
• Twitter
• Platforms to consider: Ello.co, Kiwi.qa, Alpha.app.net
SOCIAL NEWS PLATFORMS
• Reddit
• Platforms to consider: my.alltop, Newsmix.me, Muckrack, Popsugar, Whuut, Ezyspot, The-artifice
• ***View the PDF for each detailed description of the platforms and how it will be used
8. https://crystaljhollis.files.wordpress.com/2016/07/crystaljhollis_social_media_strategy.pdf
Social Media Plan
Pt. 4
CONTENT PLANNING, DEVELOPMENT, AND
DISTRIBUTION
• Write: Saturdays 12-5 pm
o Outline with Word, brainstorm web content with flow
map
o Write rough draft
• Review: Sundays 12-2 pm
o Check for grammar, readability, SEO, and message
consistency
• Distribute: Schedule Posts with WordPress and Hootsuite
o Update schedule table with Excel
SOFTWARE AND AUTOMATION
AUTO-POSTING TOOLS
• Hootsuite – social media management
platform.
o The free version allows up to 3 social
media accounts.
o Connected accounts: Facebook, Twitter,
and LinkedIn.
o It includes a Google Chrome extension for
easy access.
o It includes scheduling and automatic
posting features.
SOCIAL MONITORING TOOLS
• Hootsuite – Monitor keywords on the stream
tab.
SOCIAL MEASUREMENT TOOLS
• Hootsuite – weekly analytics reports (Mindruta,
2013).
• Facebook Insights- full stats behind posts, fans,
and reach (Lee, 2014).
• Twitter Analytics – 28 day overview of tweet
performance and impressions (Lee, 2014).
• LinkedIn Analytics- profile views, actions taken,
and suggestions on who to follow (Lee, 2014).
• Google Shortener – review the number of clicks
on the google link.
ROLES AND RESPONSIBILITIES
Crystal will be handling all roles and respons
9. https://crystaljhollis.files.wordpress.com/2016/07/crystaljhollis_social_media_strategy.pdf
Social Media Plan
Pt. 5
MEASUREMENT, TESTING, AND CONTINUOUS
IMPROVEMENT
• Every last Saturday of the month, review and adjust key
performance indicators.
• Every July-August, review and adjust social media plan.
External Key Performance Indicators
• Social Media Presence
• Followers and Fans
• Mentions and tagging
• Reach (potential size of audience)
• (see more in PDF)
• Social Media Engagement
• Retweets
• Social shares
• (see more in PDF)
• Social Media Reach and Influence
• Share of voice (how many mentions in relation to
competition)
• Net Promoter (customer loyalty metric)
• Sentiment (audience emotional responses to brand)
• (See more in PDF)
• Action and Return on Investment
• Conversions (from visitor to customer)
• Sales Revenue
• Issues Resolved
• (See more in PDF)Internal Key Performance Indicators
• Blog posts
• Current status: Hardly sharing or publishing new and
relevant content.
• Goal: Add a new social media post once a week until
8/1/2017.
• Videos
• Current status: Hardly sharing or publishing new and
• Social media posts
• Current status: Social media
posts are not frequent and not
rich in content.
• Goal: Use social media schedule
to publish 2 posts per week until
8/1/2017.
10. Social Media
Content• 2010-2013
• Updated Facebook for UNT Cribs
(2011) and Innovators Today (2013)
while volunteering at North Texas
Television
• https://www.facebook.com/UNTcrib
sTV/posts
• https://www.facebook.com/nttvinn
ovatorstoday/posts
• 2010-Present
• Primarily updated Facebook,
Twitter, and LinkedIn using myself
as a personal brand
• Facebook: @crystaljhollis
• Twitter: @crystaljhollis
• LinkedIn: crystaljhollis
• Also worked with Pinterest,
Instagram, YouTube, and Google+
11. Social Media
Schedule
Automated with
Hootsuite
• 2016-Present
• Updated Crystal J. Hollis Twitter,
Facebook, and LinkedIn with
Hootsuite
• 2016-Present
• Updated Hollis Hite Creative
Group Facebook and Twitter
Pages with Hootsuite
• https://twitter.com/HHCreative
Group
• https://www.facebook.com/hollishit
ecreativegroup/
13. Integrated Marketing Communication
StrategyAuto Dealership Integrated Marketing Campaign
Excerpt below. View the PDF for more information (including SWOT analysis, industry and competition,
and goals)
https://hollishitecreativegroup.com/wp-content/uploads/2016/07/Auto-Dealership-IMC-Campaign.pdf
Company Information
It is essential that all marketing communications support higher level missions and objectives.
Mission
Our mission is to earn customer loyalty by delivering high quality sales and service by ethically working
as a team and exceeding our customers’ expectations.
Primary Brand Message
The 2017 Adams Strike sedan has the perfect design and features for working pros that are traveling
throughout the Metroplex.
Unique Selling Point
John Smith Dealership’s Adams Strike cars are for pros who need a glamourous, dependable, and
efficient car. John Smith Dealership is the metroplex’s best choice for pros who want to look bad ass
while driving to work.
Communication Tools
Newspaper and direct mail, video for social media, website, and television , Pay Per Click Ads,
sponsorship of various events and associations, and social media and e-mail marketing campaigns
14. Marketing Campaign for Lowes/American Express
Excerpt below. View the Google document for more information:
https://docs.google.com/document/d/13Ij04GjzyaFfE6U6lHyCXxCvrIxygmRYQX1mz22RA0o/edit?usp
=sharing
Marketing Strategy
Executive Summary
The June 2015 campaign will raise awareness of the product and increase applications by 10%. The target
audience is made up of Lowe’s small business customers who are looking for a credit card that yields a high
return for their construction and improvement business. The campaign strategies will integrate traditional and
digital marketing tactics, including print and digital direct mail, Search Engine Marketing, and magazine
advertisements.
Evaluation
•Strategy 1 – Awareness surveys undertaken at Lowe’s retail locations during month of June at three different
points and at various locations
• Print ads will include a unique URL interested parties can access to apply – amexlowesbusiness1.com –
which will prompt visitors to take a pop-up awareness survey
• Track site visitors, applications through this channel
•Strategy 2 – Use unique URL to track this effort – amexlowesbusiness2.com
• Track site visitors, applications through this channel
• View more on Google docs
Marketing Strategies
1. Target members of the population who have undertaken home repair projects in the last 12 months with print
ads in magazines of the two most commonly-read publications read by that segment.
2. Target 35-64 year old business owners through traditional direct marketing.
3. Reach the same audience, plus homeowners in the same age range via E-mail marketing.
4. Target those interested in home improvement through SEM campaign.
15. WRITING PORTFOLIO
• Press Release
• Blog Post
• Article
• E-mail Marketing/update
• Digital Publication
16. DENTON, Texas (March 30, 2015) – The PRSSA Chapter at the University of North Texas served the Denton
community at the annual Big Event on Saturday, March 28. The Big Event is a nationally recognized day of service
where volunteers serve their local community. Projects included gardening, creating food kits for the hungry, and
picking up trash. The Big Event is part of UNT’s commitment to serve the community.
The event was from 7:30 a.m.—12 p.m. in Denton County. UNT PRSSA members joined over 2,500 UNT students,
faculty, staff, and alumni at the breakfast and kick off rally at the Onstead Promenade, located on UNT campus.
UNT Vice President of Student Affairs Elizabeth With rallied the energized crowd with words of encouragement
and pride. “Truly, thank you for all you do,” said Elizabeth With.
UNT PRSSA arrived at McNair Elementary at 8:30 a.m. to improve the Environmental Learning Area. The volunteers
trimmed branches, raked old leaves, and removed weeds and other unwanted plants from the garden.
“I love participating in it. It is my second year,” said Kelly Norman, the chapter’s Vice President of Public Relations.
“I think it was a really good thing to do because it helps out the community and it’s great to give back.”
The UNT PRSSA chapter returned to Onstead Promenade for a post-service celebration from noon to 2 p.m. The
volunteers were treated with free pizza and live music.
Press
Release
Contact:
Crystal Hollis
UNT Historian
untprssa@gmail.com
UNT PRSSA participates in the The Big Event
March 30, 2015
Click on this thumbnail to
watch the video press
release:
17. https://ntprssa.wordpress.com/2015/10/21/next-meeting-pr-crisis-drill/
Blog PostNEXT MEETING: PR CRISIS DRILL
OCTOBER 21, 2015 UNIVERSITY OF NORTH TEXAS PRSSA
Happy Back to the Future Day!
Our next meeting will be on Wednesday, October 21st at 7 P.M. in GAB
310. We will be having a PR crisis drill with mock press conferences! We
hope you’ll make it out!
Dues are due soon
The deadline for PRSSA dues ($80) is the end of October. Please bring cash
or a check (made to UNT PRSSA) to today’s meeting. Talk to our Treasurer
Rikki Willingham (RikkiWillingham@my.unt.edu) or e-mail untprssa@unt.edu
to arrange a time to submit dues.
T-Shirt Design Contest!
Do you have an idea for a UNT PRSSA T-shirt? Our T-shirt design contest
ends today. The winner will get a prize!
Can’t make it?
We will be having our meetings bi-weekly on Wednesday nights. Keep an
eye out on our Facebook and Twitter for more information.
-UNT PRSSA Exec Staff
From the Detroit Newstime article,
“Back to the Future Day sparks
rash of cringe-worthy PR attempts
by companies and even the police”
18. ArticleUNT PRSSA welcomes Guest Speaker Kimberly Sims, Vice President of Open
Channels Group PR
by Crystal Hollis (UNT PRSSA Historian)
November 21, 2014
Denton, Texas – The last PRSSA informational meeting of Fall 2014 was on November 20th. The
meeting began with an announcement about the Senior send off party to be held at El Guapo’s on
December 4th. Graduation for Mayborn students will be held at the University of North Texas
Coliseum building on December 13th.
Members at the meeting began discussing current events for the week that is relevant to public
relations. Uber’s VP of Business Emil Michael have made comments aimed at PandoDaily’s editor
Sarah Lacy because of criticisms made against the company. However despite the bad publicity, the
comments did not severely affect the perceptions of Uber’s consumer base. Next, members
discussed the Bill Cosby rape allegations and watched Janice Dickenson’s interview on
Entertainment Tonight’s website.
Later during the meeting, Kimberly Sims arrived to speak to PRSSA members. Sims is the Vice
President of Open Channels Group PR, a cross-cultural communications firm located in Fort Worth,
Texas. OCG PR has won awards including,
• 2012 AdColor MVP Award for partnership with Fleishman-Hillard on AT&T
• 2012 Vision Fort Worth 20/20 Award for being a great place to work for young, emerging talent
• 2011 MarCom Gold Award for Marketing/Branding Refresh: OCG “We Are PR.” campaign
Kimberly Sims spoke to PRSSA members about diversity in the public relations industry. She began her speech by getting to know the
students. Sims asked what PRSSA members are looking for in PR and what it was like working at a PR internship. One student talked
about how her internship was in a male dominated office and she was disappointed in the lack of hands on activities. “Keep pushing the
envelope,” Sims replied. “Look for an opportunity to get your ‘feet wet.’ If they’re not giving you opportunities, then look somewhere
else.”
Sims talked about how many people gravitate towards groups that makes them comfortable. However diversity is important because it
drives economic growth, captures a greater market share, avoids employee turnover costs, and fosters a more creative and innovative
workforce. “Diversity is not just about black and white,” said Sims. “You have people from all walks of life with different viewpoints.” Sims
continued to provide advice to UNT PRSSA students and encourages the idea of getting out of the comfort zone. “Public Relations [is] the
https://ntprssa.wordpress.com/2014/11/21/unt-prssa-welcomes-guest-speaker-kimberly-
sims-vice-president-of-open-channels-group-pr/
Photo by Crystal Hollis/UNT PRSSA
22. • Quints find first year at UNT filled with changes – UNT North Texan – May 15, 2015
• What Oklahoma can learn from a Municipal Ban on Fracking in Texas – Public Radio Tulsa, NPR
– January 16, 2015
• Reading of the Lorax – UNT Inhouse – April 21, 2014
• UNT show inspired by “MTV Cribs” to premiere next week -North Texas Daily Vol. 97 No. 31
PAGE 3 (via UNT Library Portal to Texas History) – March 24, 2011
Published
Photos
Photos by Crystal Hollis
Edited with Adobe
Photoshop CC
Click on the links to view the images
23. Social Media
Photos
Photos by Crystal Hollis
Edited with Adobe
Photoshop CC
View more photos:
https://crystaljhollis.net/portfolio/photography-portfolio/
24. Video MarketingProduced and edited with Adobe
Premiere CC
Click on the Thumbnails to watch each video or visit the Parallax Digital Media Internship Playlist
https://www.youtube.com/watch?list=PLsZqDF_TxrasFK94atoUK3-am6AI6apgQ&v=Wl7UJU00Euw
25. GRAPHIC AND WEB
DESIGN PORTFOLIO
• Graphics for social
media & web
• Digital and Print Design
• WordPress.com version
• WordPress.org version
26. Graphics for Social Media &
Web
Created with Adobe Photoshop and/or
Illustrator CC
Gif Advertisement for
Kumocomics.com
http://kumocomics.com/wp
-
content/uploads/2016/08/
Black-Thorns-300-x-
250.gif
Your Super Inspector
YouTube Channel
Cover
https://www.youtube.c
om/channel/UCWoRQf
4wXtNgo6dKwY_GZYQ
/featured
Re/max Crossroads First
Realty III – North Texas
Virtual Office
YouTube Channel Profile
& Cover
https://www.youtube.co
m/channel/UCodFMhr80
TKvtDBgGDNPyZw/featu
red
27. Digital & Print
Design
Created with Adobe Photoshop and/or
Illustrator CC
Denton Public Library
Brochure
View more at https://crystaljhollis.net/portfolio/graphic-
Parallax Digital Media Internship
Flyer
Beth Marie’s mock up
logo
29. WordPress.or
g• Intermediate WordPress (Summer 2016) class project:
• http://crystalh.sgedu.site/
• Site Ground Host
• Hollis Hite Creative Group 2016-Present
• https://hollishitecreativegroup.com/
• 1&1 Host
• Plugins
• Yoast SEO
• PopUp by Supsystic
• MailPoet Newsletters
• TinyMCE Advanced
• Video Background by Blake Wilson
• WP Pixabay Search and Insert
• Profile Builder by Cozmoslabs
• Google Analytics by Monsterinsight
30. FUTURE OUTLOOK
• Goals: Continue to build skills and experience with digital marketing,
social media content development and maintenance, and website
development.
• Pursue internships, pro-bono, freelance, and entry level job opportunities related to
digital marketing
• Continue to study digital marketing through reading books, following blogs,
attending webinars and workshops, taking online courses, and more
• Contact information:
• crystaljhollis@gmail.com
• Facebook: @crystaljhollis
• Twitter: @crystaljhollis
• LinkedIn: https://www.linkedin.com/in/crystaljhollis
