For my senior capstone project, I worked with a team of 6 other students to form a mini ad agency and create a campaign for the photojournalism contest Pictures of the Year International. My role was the Public Relations Account Executive. We were broadly tasked to identify the perception of the POYi brand among the current audience, reposition the brand and attract new participants. Our goal was to position POYi as the leading global photo competition by implementing digital strategies to gain exposure, build relationships and drive online engagement. Suggested public relations tactics consisted of developing a content marketing strategy including a POYi branded blog and a webcast workshop event.