410 Web Project

Danielle Vistine Portfolio

Contents Resume

Letters of Recommendation

Creative Communications Samples

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D A N I E L L E V I S T I N E Email: [email protected] Web: WWW.DMVISTINE2.COM

OBJECTIVE Obtain an internship or full-time employment after graduation as an art director in advertising. EDUCATION University of Illinois at Urbana-Champaign College of Media Bachelor of Science Advertising Minor in Sociology Cumulative GPA 3.16/4.0, Degree expected May 2009 RELEVANT CLASSES ADV 452 - Creative Concepts I 1 of 16 students accepted on basis of creative project created and critiqued numerous campaigns EXPERIENCE Leo Burnett Advertising Boot Camp Participant Champaign, IL Worked in group of 5 to create ads for Petsmart Oct. 3-5, 2008 Followed provided creative strategy Pitched campaign to Leo Burnett employees Seattle Sutton’s Healthy Eating Manager Champaign, IL Responsible for managing store’s money and banking May 2008-Present Fax paperwork, answer phone, charge credit cards Open and close office On The Go Marketing Brand Ambassador Champaign, IL Promote Wrigley’s Gum and benefits of chewing to public May 2007-July 2007 Apply public speaking techniques Arranged signage and products in area set-up Worked with PR team to publicize event and products Krannert Center for the Performing Arts Host Urbana, IL Apply customer service techniques Jan. 2007-Present Provide an enjoyable experience for patrons Buckeye Partners, L.P. Intern East Chicago, IN Updated drawings using AutoCAD software June 2006-Jan. 2008 Experienced a professional work environment Performed standard office tasks for entire staff ACTIVITIES Phi Mu Sorority Delta Beta Chapter Nov. 2005-Present Public Relations Chair (Fall 2007- Spring 2008) Manage $3000 budget and lead a committee of 7 girls Write press releases and create advertisements Improve internal and external public relations Marching Illini Flag Corp Aug. 2005-Jan. 2008 Squad Mom (Fall 2007) 4 Responsible for 3 girls in my squad Order of Omega Jan. 2008-Present Greek Leadership Honor Society member

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Writing Sample

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Wal-Mart Caught for Hiring Undocumented Workers

The Bureau of Immigration and Customs Enforcement raided various Wal-Mart locations across the United States on Thursday October 23, 2003. Arrested were “about 250 illegal immigrants working on cleaning crews at 61 stores in 21 states” (CNN Money, 2003). WalMart spokespeople said that they were more than happy to cooperate with the officials throughout the investigation, and they say that Wal-Mart requires their contractors, who they hire for various maintenance jobs, to hire only legal employees. None of the employees that worked in the stores were illegal or undocumented workers. Something that could really hurt Wal-Mart was that “federal law enforcement officials said information from an undercover investigation revealed that some Wal-Mart executives and some store managers knew of the immigration violations” (CNN Money, 2003). Wal-Mart avoided criminal charges being pressed against these executives and said that they did not know about the undocumented workers until the arrests. In 2005, Wal-Mart settled with a payment of $11 million to the government to use "’for training and other initiatives that lead to better detection and prosecution of individuals and companies that prey on undocumented individuals’” (CNN Money, 2005). It is believed that the government won by cracking down on illegal workers by means of illuminating such a large corporation. Also, people believe that Wal-Mart also won because they showed they are no longer hiring undocumented workers and they have corrected the wrong they unknowingly did. This is also beneficial the undocumented workers “because by their cooperation they may have a way to remain in the United States” (CNN Money, 2005). With the investigation settled, Wal-Mart seemed to get out of this scandal without too much bad press and without tarnishing their name.

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Media covered this incident from a variety of viewpoints. One article talked about the lawsuits faced by Wal-Mart from the undocumented workers. “Lawyer Gilberto Garcia said the lawsuit seeks to represent all the detained illegal immigrants -- many of them facing deportation -- and builds on a lawsuit filed in the past week in New Jersey's Supreme Court on the behalf of nine immigrants who had worked for Wal-Mart” (Luna, 2003). The lawsuit was meant to represent the illegal immigrants and show Wal-Mart’s irresponsibility for not checking the documentation of its workers. This particular article portrays Wal-Mart in a very negative light as the big corporation mistreating its lower-level employees. Another article talks about the settlement Wal-Mart and the government made in regards to the undocumented worker issue. Wal-Mart settled only after “the government concluded its criminal investigation and announced it would not pursue charges against Wal-Mart or any Wal-Mart associates” (PR Newswire US, 2005). This article shows that Wal-Mart is cooperating with the government and portrays Wal-Mart as innocent and unknowing of what was going on. Independent contractors used by Wal-Mart to provide floor cleaning services were knowingly hiring, recruiting and employing [undocumented workers] in violation of Title 8 . . . Wal-Mart did not have knowledge, at the time the independent contractors initially were hired, that the independent contractors knowingly hired, recruited or employed [undocumented workers] in violation of Title 8 . . Following a thorough investigation, the United States concluded that federal criminal proceedings involving WalMart, its directors, officers or [associates] would not be appropriate (PR Newswire US, 2005). 17

This official statement seems to portray Wal-Mart as an innocent victim of false accusations. They are taking the blame for hiring undocumented workers and placing it on the contractors that Wal-Mart hired. This probably made the public feel comfortable with Wal-Mart again because the governmental conflict they were involved in had been settled. The Washington Post explained how Wal-Mart could afford to cut prices for its customers. They suggested that “The Oct. 23 arrest of 250 illegal aliens working for outside cleaning crews at 61 Wal-Mart stores nationwide underscores another aspect of Wal-Mart's low-price formula: a fervent effort to hold down labor costs” (ElBoghdady & Schneider, 2003). This suggests that Wal-Mart has no concern for the rules, and possibly that they feel they are above these rules. As long as they can sell products for a lesser cost than their competitors, they do not seem to care what rules they break or what other costs they cut back on. This shows WalMart in a negative light as a corporation out to make money and willing to cut corners in order to create a maximum profit. Overall, the media seemed to cover the Wal-Mart hiring undocumented workers incident mostly in a negative light. After reading numerous articles, it is clear that Wal-Mart’s public relations team did do their job to have some of the press on the incident reflect the company in as positive a light as possible under the circumstances. Wal-Mart handled this undocumented worker situation by paying $11 million to the government after they were not criminally charged for anything. The acknowledged that hiring undocumented workers was a problem and that they do not intend to be caught up in something like this again in the future, “’We acknowledge we should have had better safeguards in place to make sure our [floor-cleaning] contractors hired only legal 18

workers,’ Mona Williams, vice-president of corporate communications at Wal-Mart said during a conference call Friday. Williams added that the company has ‘taken steps to put its house in order,’ like having all floor-cleaning now done by Wal-Mart employees and requiring written contracts for all maintenance agreements.” (CNN Money, 2005). Wal-Mart has admitted that illegal hiring went on and has suggested actions, such as having their own store employees clean the floors that they plan on taking to make sure they are not caught in a situation like this again. Also, the vice-president of corporate communications for Wal-Mart said that the $11 million settlement fee would be a reminder for all other corporations to follow the rules about hiring legal workers, “’It is a reminder to businesses everywhere that they have a duty to make sure their outside contractors are following immigration and labor laws,’ said Williams” (CNN Money, 2005). Wal-Mart has applied the corrective action tactic here, which seemed to work in their favor. The public sees that Wal-Mart acknowledged their part in this wrongdoing, and they see that Wal-Mart took the initiative to take part in the $11 million settlement. The settlement made Wal-Mart look like the “good guy” because they say they want to be a reminder to others why it is important to not hire undocumented workers. I believe that Wal-Mart handled the situation very well. Using the corrective action tactic proved to be very beneficial to Wal-Mart. The PR Newswire US article makes Wal-Mart look innocent and puts the fault in the hands of the contractors that Wal-Mart hired. Interestingly, Wal-Mart hired public relations firm Edelman in the same year that they made their $11 million settlement with the government: “Wal-Mart hired Edelman last year [2005] and, since then, the firm has developed a number of new public relations initiatives for the retailer” (Barbaro, 2006). I think that this was a very smart 19

strategy on Wal-Mart’s part: to hire a big public relations firm in the same year that their big scandal was settled. Edelman seems to have turned Wal-Mart around in the mind of the public, from a corporation out to make profits to a corporation that cares about the community. One of the public relations tactics that would work well for after their scandal was settled would be strategic philanthropy. By fundraising and supporting immigrants who are trying to make better lives for themselves and their families, Wal-Mart could show that they genuinely care about this demographic and still support the American dream and lifestyle even after what had happened. Showing support for underrepresented groups like immigrants helps Wal-Mart cater to minority and immigrant publics that may have been upset about the undocumented immigrant incident. Overall, Wal-Mart handled the undocumented immigrant incident well. They received positive and negative press, but in the end they came out on top for settlement they reached with the government to keep on top of all corporations to make sure they all follow the rules. Wal-Mart is a huge brand that would not collapse due to one incident like this, but the work of public relations since the incident appears to be successful.

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