Jennifer Alonso, VP Brand Strategist, Breaks Down Crucial Earned Media Elements of a Successful Campaign
BOLD continues hosting exceptional guest speakers as Jennifer Alonso, the Vice President Brand Strategy Director at Edelman New York was invited on Tuesday, September 14th. Throughout the session, members showed the utmost interest towards the overall trust value between consumers and brands, strategy and creativity inspiring next actions, and connecting to the deeper culture.
Jennifer Alonso discussed her upbringing, work knowledge, and past clients. Originally a Miami native, Jenn was raised in Costa Rica and later relocated to Boston, MA to graduate with a B.A. in Communications at the prestigious Northeastern University. As she transitioned from one role to the next, she had the opportunity to work for The Community, Publicis, eos products, and now Edelman. Standing as VP Brand Strategy Director, her main responsibilities include guiding creative ideation and orchestrating the earned media efforts of her clients. Some of which include Degree, Dove Men+Care, Q-tips, and more. The speaker featured a creative brief to demonstrate expert questions one should be evaluating when building a strong case.
Jennifer ingeniously presented a periodic table-like diagram breaking down what will make a winning campaign stick, spark, and matter. The strategic table of elements involved tension, one of the strong components that signify the clashing interest or crucial issues of the moment. Other elements included change, where strategists can share a new twist on an old story, and proximity, when it is imperative to appeal towards a specific community with shared interests. Jennifer deconstructed the method of efficiently reaching consumers and members appreciated the innovative knowledge she was able to share on this topic.
The use of these elements were essential in Jennifer’s involvement with Degree, the Unilever deodorant brand, and its strategy in action. The campaign she worked on developed an “unmissable” approach to the collegiate NIL restriction while simultaneously bringing light to Degree’s overall purpose and D&I standards. Through Jennifer’s eyes, offering endorsements towards athletes “who aren’t breaking records, but breaking limits” supported the space to talk about movers who face adversity on a daily basis and ultimately formed ‘The Breaking Limits Team’ (Alonso). This campaign introduced a new commitment of $5 million over the next 5 years to social initiatives that keep people moving. As for the future, the strategy team plans to optimize The Breaking Limits Team at the annual collegiate basketball event, March Madness. Jennifer presented an insightful perspective on how working to utilize earned promotion and coverage can lead to everlasting community-centered outcomes.
Jennifer Alonso completed the presentation by showcasing her elaborate client results managed under successful planning and earned media elements. Through her time working with Degree, Jennifer even emphasized that “everything I do for Degree, I love it! Working with people with disabilities and now creating the most diverse team of athletes” is one of her favorite projects up-to-date (Alonso). Displaying an expansive range of diverse representation, Jennifer provided great expertise to our BOLD members.
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Written by: Carri Medina, Director of Public Relations