Caroline Arnolds

Writing Portfolio
Caroline Arnold
Elon University, Strategic Communications 15
carnold7@elon.edu
www.carnold234.weebly.com
2
Table of Contents
Resume....3
Reection....4
News Release....7
Peter Walpoles Bio....9
Pitch Letter....11
News Blurb....12
Social Media....13
Tank you letter to SUBLive....16
Elevator Speech....17
Elon Tonight Broadcast Advertisement....18
Communication Audit....19
Elon Tonight Flyer....26 *Indicates top pieces
"
Caroline B. Arnold
Carnold234.weebly.com
Carnold7@elon.edu
(410) 200- 0213

Education
Bachelor of Arts in Strategic Communications May 2015
Honors: Deans List (Fall 2011, Spring 2013) GPA 3.5
Relevant Coursework: Digital Media Convergence, Corporate Publishing and Strategic Writing
Skills
Media: Adobe Photoshop, Adobe Illustrator, Adobe InDesign, Avid Media Composer, Final Cut
Pro X, manual photography and videography
Languages: Spanish (Intermediate level)

Leadership
Coordinator of Poverty Simulation Jan. 2013
Relayed information to the public through forms of social media
Doubled the amount of volunteers than we have had in previous years
Taught students the reality of living just above the poverty line

Residence Student Association Representative Aug. 2011 to 2012
Organized and executed activities and events for Area Council
Organized school- wide events through social media

Work Experience
Public Relations Elon Tonight Sept. 2011 to present
Elon Universitys comedy sketch show
Managed organizations blog
o Created profiles of producers and directors
o Updated their About Us section on Facebook
o Updated their slogan
Publicized Spring and Fall 2013 premieres
o Organized various components for a news release
o Designed promotional fliers

Central News at Voice of America May 29 to July 26, 2013
Raised readership through social media
Produced, filmed and wrote a television news package
#$%&'()* %$* %++),-&)* .$/)01.)2 +34$* -'/)+

Communication Internship Ambassador Sept. 2013 to Present
Related internship experiences through class visits and events
Planned and promoted a holiday meet and greet with faculty and students
Assisted School of Communications events
Served as a member of the Communications Internship advisory board
.
"
Final Reflection
Ill never forget when Professor Lellis walked into the room and went over what
was expected for the semester, I have to admit just hearing that made my jaw drop as I
thought about how I was going to manage all the demands for the semester. But, I knew
that this was going to give me an amazing experience that would be a great asset to my
portfolio.
I decided to work with an on campus organization that I have been involved in
since I was a freshman, Elon Tonight. Elon Tonight is a sketch comedy show that
started in 2011 and is beginning to make a name for itself. I saw it as a great opportunity
as my first client since there was so much potential. I thought that they would be
accepting of my new ideas and everything on my portfolio checklist would be checked
off. The main obstacle for me was communicating with the organization and coordinating
schedules with my client. I was flexible with them, I met with them whenever I could, but
most of the time they were late.
I learned in this process that while I can be flexible with my client, there is a point
where I should not undermine my time. I was supposed to meet with my client one time
at 7:30 at night, but they didnt inform me that they had previous engagements they had
to be at. It wasnt until about 9 pm that we could meet, and then we had to actually talk
about what I wanted to do with them for the semester. It made me realize how long two
hours really is.
Work for this class could not have been better. I gained so many new skills that I
can use in the real world. This class has helped excite me about the opportunities I can
take advantage of. I have also gained an understanding you not only have to merely know
#
about what the organization does. You have to understand the industry. You have to
question and get to know what the entertainment industry does in order to promote itself.
During this process, I decided to look at what other television shows do for
promotions especially comedy. This helped me understand the tone I should adapt and
what kind of posts I should do.
I feel that this class has helped me with my writing and editing skills incredibly,
and it has taught me how to inform myself on topics to write about. Additionally, I was
able to adapt to who the client is and what I should gear my writing toward. At the
beginning of the semester, I wasnt sure if I would be able to write a broadcast script for a
public service announcement or if I could write for broadcast in general. It took a lot of
effort, but I was able to come up with a script that my client would be able to use.
One of my favorite moments was when I got to interview a producer, Peter
Walpole for his profile. It was fun to get to know him better, and learn about what he was
able to do over the course of last year. As the interview continued, I also learned that he
got to work on Late Night with Conan OBrien and he got to work with big-name
producers and directors. And, he actually inspired me to have an internship in a major
city and to get out of my comfort zone.
Overall, this has been a great experience working with Elon Tonight and
furthering my skills in public relations. I feel a lot more confident in my skills to write
strategically. This class has helped me understand what is expected in the industry, and it
will help me with my future internships and career.


$


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"
* NEWS RELEASE

November 18, 2013

FOR IMMEDIATE RELEASE

Photos Available


ELON TONIGHT PROVIDES COMIC RELIEF TO THE END OF THE
SEMESTER
Elon Tonight premieres its highly anticipated Fifth Season

Elon, N.C. Free popcorn. Free drinks. Free comedy. Every college
students dream. Fulfill this dream by coming to the Elon Tonight
Season 5 premiere on Nov. 20 at 8 p.m. in LaRose Digital Theater.

Elon student, Alyssa Baxter said that she will be attending the premiere
and is excited to see what this new season has in store.

Elon Tonight continues to impress me every semester, said Baxter, Its
not only funny, but its amazing to watch.

Lauren Schuessler, who is in charge of SUBLive, is enthusiastic to be
working with Elon Tonight.

Theyre great people to work with, expressed Schuessler, Its so funny,
and such a great event to have, especially at the end of the semester.

Elon Tonights executive producer, Wilson Hester is excited to see all his
hard work come to a close and hopes the audience will be pleased.

Elon Tonight has been improving the quality of its content for three
years now, and its only going to get better, said Hester, I have been
with Elon Tonight since I was a freshman, and I had a great mentor to
show me the ropes.

This is Elon Tonights third consecutive year of producing content and
fifth time hosting a premiere. Elons Student Union Board started
sponsoring the event last year and have been providing popcorn and
drinks as well as helping promote the event.

Elon Tonight http://org.elon.edu/estv/elon_tonight.html is Elons first


Contact: Wilson Hester
Executive Producer
whester2@elon.edu
#
and only sketch comedy show on campus. It was founded in 2010 as a
new addition to Elon Student Television and has been popular among
students ever since http://elonstudenttv.com/.

Elon Tonight has also developed a freshman-mentoring program in order
to provide first-year students with a hands-on learning experience that
gives them skills required in the communications industry. Throughout
the semester, Elon Tonight works to shoot two to three sketches per
week that are all compiled into an hour showcase that is shown at the
end of the semester.
-###-




"
*Head Producer, Peter Walpole

Peter Walpole, a media arts and entertainment
major with a concentration in broadcast and
new media, is a head producer for Elon
Tonight.

Before becoming a producer, Peter was a
premiere member of the pilot Elon in L.A.
program, and spent the subsequent summer in
New York City.

Over the course of his experience in Los
Angeles, Peter was able to intern with Conan Productions where he worked with every
aspect of Late Night with Conan OBrien. Additionally, he had the chance to write and
produce the short film Right on Sunset.

Peter then came back to the east coast to further his professional skills in New York City.
He interned with Columbia University, taking the role of a teachers assistant in
Understanding Moving Pictures. During this time, he worked under the supervision of
director and producer, George Lavoo.

#$
Happy to be back on campus, Peter now serves as the Entertainment Representative for
Elon Student Television and has worked previously with Win Stuff and Elon Phoenix
Weekly. He looks forward to the fifth season of Elon Tonight as he plans to make it the
best season yet.



""
* November 13, 2013



Stephanie Butzer
PENDULUM
130 N. Williamson Ave.
Elon, NC 27244

Dear Stephanie,

Elon Tonight is about to have the most legendary event of the semester. Tears will fall
from the laughter that ensues. If you think there is a better event than this: you thought
wrong. Mark your calendar, because an epic event is happening on Nov. 2 at 8 p.m. in
LaRose Digital Theatre; Elon Tonights season 5 premiere!

Elon Tonight offers the funniest and highest quality content, and after four seasons, it
can only get better. Wilson Hester is the executive producer of the show and is excited to
share the work everyone has produced. He is willing to share his experiences and cast
photos with you at whester2@elon.edu. You can also reach head producer Peter Walpole
for any additional information at pwalpole@elon.edu.

As the semester is drawing to a close, laughter is a necessity. Research proves that
laughter is the best way to maintain a positive attitude. We ask you to come and support
Elon Student Television as they share their work with Elon students. I will follow up with
you in the next week.



Sincerely,



Caroline Arnold
Carnold7@elon.edu
(410) 555-5555




"#
SUBLive presents Elon Tonight Premiere Nov. 22

Mark your calendars for the most laughable event of the semester! Elon Tonights
season 5 premiere Nov. 22 at 8 p.m. in LaRose Digital Theatre in Koury Business
Center .

Elons award-winning sketch comedy show is back! It isnt the end of a semester until
you have seen a new season of Elon Tonight. Season 5 is premiering a jaw-dropper of
10 World Class sketches. This is an event you cant miss!
"#











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"#









___________________________________________________________________
Wilson Hester
Elon Tonight 5427 Campus Box
Elon, NC 27244
Phone: 302:379-8013

Dear Ms. Schuesller and Ms. Ritter,

On behalf of Elon Tonight, I would like to thank you for your help with promoting and
setting up for our premiere Nov. 22. Through your support, we had a premiere that had an
attendance of over 200 people.

Our event was a success and it was due to your support. You contributed and recruited
members to enhance the viewing experience for our audience. You provided free popcorn
and drinks and assisted us in booking LaRose Digital Theatre. For that, we cannot thank
you enough for your generosity and continued support.

Elon Tonight Elon Universitys first and only sketch comedy show is dedicated to
providing students with skills that are needed to help them succeed in the
communications industry. It also provides a way for college students and faculty to
relieve themselves from the stress of finals.

Once again, thank you and we look forward to working with you again in the future.



Sincerely,


Wilson Hester
Executive Producer
Elon Tonight

"#
Elon Tonight is Elons first and only sketch comedy show that brings laughter and joy
into the hearts of college students. Everyone, including first-year students, produce, direct
and edit sketches throughout the semester, combining the best into an hour episode. We
are Elon Tonight, and we take comedy to the next level.
18


!"#$%

Cameia is in fiist-peison peispective.
Auuience sees the NcEwen euiting suites.
Sneaks up behinu a peison euiting an "Elon
Tonight" sketch. The cameia switches
showing the executive piouucei, Wilson
Bestei motioning the cameia to come along
anu puts on a camel mask.

Cameia switches to Petei- then goes to a wiue
shot




Close- up on Petei

Switches to Wilson then goes into a wiue shot





Petei anu Wilson jump up anu uown anu hug
each othei. Wilson iips off camel mask anu
thiows it in the aii.

Switches to black with "Elon Tonight" logo
that switches to saying "Novembei 22 at 8 pm
LaRose Bigital Theatie"
'(#"%

Executive piouucei Wilson Bestei: Bey, Petei!
Pete, Pete, Pete! PPPPPP-Petei Bey guess what!






Euitoi Petei: |exaspeiateu tonej What Wilson.

Wilson: uuess what uay it is Petei! uo on, guess,
Pete, guess!

Petei: Wait it's not that uay is it.!

Wilson: Yes it is, Petei! The uay has come!

Petei: Alieauy. No way!

Wilson: Yes, Petei it has! It's.

Petei anu Wilson: Season S Piemieie Bay!



v0 Wilson |yellingj: "Elon Tonight" season
piemieie! Be theie!
Title: Season 5 Promo
Featured: Executive producer Wilson Hester and editor Peter Walpole
Writer: Arnold
Medium: Online Media
Length: 30 seconds
'") *+,$-. ASAP
"#






Social Media Communication Audit
Of Elon Tonight at Elon University


Caroline Arnold
Elon University, Strategic Writing 15


Dr. Julie Lellis


5 December 2013





"$
Executive Summary
In 2010, Elon Tonight lit up the lives of Elons college students as the first
video; Ode to Smith Jackson, took the campus by storm. Over the course of two years,
Elon Tonights presence has grown an impressive amount, but there is still room for
future growth.
Starting in 2011, Elon Tonight has made incredible improvements to the quality
of their shows, and has revamped their logo. Although their content has improved
drastically, their outreach in social media is lacking. Elon Tonight understands that
quality is important, but they lack the showmanship needed to represent themselves
accordingly. They can help themselves by taking opportunities to broaden and
strategically organize their outreach to students.
This communication audit investigates how Elon Tonight is positioned in
Elons community through the activity of their social media and the possibilities that they
have for online content.









%&
Organization Overview
In 1992, student Christopher Waters created Elon Student Television. This gave
many students the opportunity to gain real-life experience working for a television show
of any genre.
The group divides its programming into three different categories: entertainment,
news and sports. The station currently has seven television shows: Phoenix 14, One
on One Sports, Newsbreakers, Win Stuff, B Organized, and Elon Tonight. The
majority of these shows are nationally recognized and have even won an Emmy.
Elon Tonight is the newest addition to ESTV; Scott Richardson and Brent
Edwards founded it in 2010. For the past three years, Elon Tonight has been
revamping, attempting to improve its content. Now, its quality is topnotch, but it to
struggles with getting its name out to the public. There are three audiences that it
communicates with: Elon students in the communication school, Elon communication
faculty members and Elon students. This audit will focus solely on Elon Tonights
communication outreach to the Elon student population.
The show has been using different media platforms in order to promote itself.
Contact with students is typically made through social media. Events and video
promotions are created on Facebook to promote end-of-semester premieres. Since a
majority of people use social media, particularly Facebook, this is a way that Elon
Tonight can reach and promote to the Elon student population.
Promotions are also made through fliers that are handed out or posted on Moseley
Center tables, classroom boards and information screens in Moseley and McEwen. The
flyer includes the date and location of the premiere and which season its presenting.
%"
Fliers can also include links or QR codes that link to their Facebook page so people who
are interested in Elon Tonight can find out more about it. The Facebook page is linked
with their Twitter account to create social unity.
Elon Tonight mainly uses their Facebook page to post new web videos or
advertise premieres. Twitter is additionally used to tweet about events happening on
campus, whats happening at Elon at night and updates on sketches as they wrap up a
season. They also use a Tumblr to use GIFs to promote certain sketches and the premiere.
Additionally, they have a Wordpress where they post videos and introduce the cast and
crew members and what the organization is about. Elon Tonight also uses Instagram
and Vine to post photos and videos from a sketch they shot over the weekend and behind-
the- scenes photos and video.












%%
Situational Analysis
Strengths
Fully integrated into the Elon community
Elon Tonight is a widely recognized show on campus. The
organization has people who are passionate about film and
producing the best content possible, and they want as many people
to know about their work as possible. They usually use word-of-
mouth techniques to get the word out and they use various social
media to show off what they have done. Elon Tonight is also
shown on the universitys cable network, and is largely watched by
students.
High-traffic communication
Elon Tonight advertisements and fliers are posted in high-traffic
areas on campus such as in entrances in academic buildings,
Moseley Center, various dormitories and the universitys television
network.
Weaknesses
Inconsistent advertisements
Elon Tonight uses so many methods of advertising that its hard
for them to keep up with whats being posted where and
information gets confused. For example, on Facebook, Elon
Tonight asks its members to change their profile pictures to count
%'
down the days left to the premiere. This usually turns inconsistent
and our audience gets confused about when the premiere is.
Too many forms of social media
Elon Tonight understands that social media is an important tool
to communicate with their publics. This has proven to be
successful with Facebook, Twitter and YouTube but not with
Tumblr, Instagram, Vine, and Wordpress. They are struggling to
get followers on their other social media platforms because they
dont advertise it and dont update their posts often enough.
Theres too many platforms that they have to keep up with, and its
hindering them.
No clear website
Elon Tonight has a page on the Elon Student Television website,
but it doesnt give a complete description of what Elon Tonight
is. It doesnt give transparency to the organization to their audience
and it only tells people about their Facebook and Twitter accounts.
They also have a Wordpress, however they dont advertise it and
they only post their videos and who produced and directed them.
Opportunities
Elon Tonights involved with social media
Elon University students are known for being technologically
savvy and involved with social media.

%(
Gives first year students professional experience behind the camera
Elon Tonight is dedicated to providing students with skills that are
needed to help them succeed in the communications industry.
Threats
Clutter in advertising space
Since Elon Tonight advertises in high-traffic locations, its
premiere advertisements are featured on designated bulletin boards
and entryways. This information could get lost among other
organizations fliers and advertisements.
Other Elon Student Television Organizations
Because there are other genres of television shows that ESTV
offers, students can easily switch from Elon Tonight to another
show. If students arent getting the experience they want to get out
of the show, they can switch around until they find the best option.
Other Elon Organizations
Since Elon Tonight shoots on the weekends, many students stray
away because they may have other commitments that demands
their time.





%)
Review and Recommendations
Elon Tonight at Elon University is a well-known organization among Elons
many student organizations. It has improved its identity among students, but it needs to
adapt to new opportunities that are in social media and the Internet. Elon Tonight has
the equipment needed for success, but they need to learn how to strategically use it.
Recommendation: Pinpoint and unify social media
Elon Tonight is not new to the social media scene; in fact they have seven
different forms. They only have three that work to their advantage: Facebook,
Twitter and YouTube, all of which are linked to each other. These platforms are
also the most followed and used. Elon Tonight should eliminate their Vine,
Instagram and Tumblr because they dont have a lot of followers and its nearly
impossible to continuously update from them. However, their Wordpress has a lot
of potential to be used strategically and become a strong advertising technique.
Elon Tonight has the opportunity to create even more transparency, because it
can allow them to specifically introduce the people who work in front of and
behind the camera. They can also blog about upcoming episodes and what people
can expect for the next season. They should advertise the blog in their About
section on Facebook, Twitter and the Elon Student Television website.

Presents
Where: La Roe Digital Teatre
When: November 22
Tme: 8 p.m.