Comp Exam Portfolio
Welcome to my Spring 2025 comprehensive exam portfolio, submitted in fulfillment of the graduation requirements for the Master of Arts in Public Relations and Advertising at USC Annenberg.
Drawing on the SIP Model and principles of Public relations and Advertising, this portfolio includes five comprehensive components. Each piece reflects strategic thinking, data-backed insights, and ethical storytelling—anchored in my commitment to purpose-driven, culturally relevant communication. I invite you to explore the work below:
American Express x TikTok #ShopSmall Accelerator
Welcome to the #ShopSmall Accelerator—an initiative by American Express and TikTok designed to empower small businesses to thrive in the digital marketplace. This program offers entrepreneurs valuable tools, expert guidance, and resources to effectively utilize TikTok for reaching new audiences and driving growth. By fostering authentic connections between small businesses and consumers, the #ShopSmall Accelerator aims to create a significant impact on local communities and the broader economy.
Comprehensive SWOT Analysis
This analysis evaluates the Strengths, Weaknesses, Opportunities, and Threats associated with American Express’s initiative designed to empower small businesses. It offers insights into the strategic positioning of this initiative within the evolving digital marketing landscape.
Advertising Headline/Tagline
This component presents a compelling tagline and creative brief for the #ShopSmall Accelerator campaign. It aims to encapsulate the campaign’s essence and appeal to both small business owners and Gen Z consumers, driving engagement and participation from the target audience.
Thought-Leadership Piece
Authored from the perspective of American Express’s CEO, this piece articulates the company’s vision and commitment to empowering small businesses. It emphasizes the importance of integrating small enterprises into the creator economy and outlines strategies to achieve this goal.
Audience Profiling Report
This report provides a comprehensive profile of the target audiences for the American Express x TikTok #ShopSmall Accelerator campaign. It delves into demographic, psychographic, and behavioral characteristics, offering a nuanced understanding of small business owners and Gen Z consumers.
Infographic
This infographic presents key statistics about American Express, illustrating its global trust, revenue growth, and audience engagement. It offers a storytelling flow that highlights the company’s international presence, financial performance, and its appeal to diverse consumer segments.
Citations & AI Disclosure
In the preparation of this comprehensive exam, various sources were consulted to ensure accuracy and depth of information. All references are compiled in the “References” section accompanying each component, adhering to APA citation guidelines.
Additionally, generative AI tools, specifically ChatGPT by OpenAI, were utilized to assist in drafting and refining portions of this work. The AI’s contributions included refining initial drafts, suggesting content structures, and providing language enhancements. All AI-generated content was thoroughly reviewed and edited to align with the assignment’s objectives and maintain academic integrity. This disclosure aligns with emerging best practices for transparency in AI-assisted academic work.
Disclaimer: This campaign is not affiliated with American Express and is created for a student project.