PROJECT:

Alphabet Inc. Alphabet is a collection of companies, the largest of which is Google. Larry Page and Sergey Brin founded Google in September 1998, and the company is headquartered in Mountain View, Calif. Billions of people use its wide range of popular products and platforms each day, like Search, Ads, Chrome, Cloud, YouTube, and Android. 

Case: Alphabet is launching Gemini AI labs in all 73 Los Angeles Public Libraries (LAPL). These 10-computer station labs will give free access to the public to use Gemini. These labs will launch on the first day of summer break for LAUSD public schools and are accessible to all LA Public Library cardholders. This is targeted towards Gen A and young Gen Z to learn how to use AI and encourage library use. 

PAID 

Option 1: Complete a & b 

a) Creative Brief (PR 535) 

b)Craft a campaign tagline or headline suitable for an OOH or print advertisement 

• You must also indicate which print media outlet you would place this in (i.e., which daily newspaper or specialty magazine such as “Back cover of Vogue”) and where the OOH ad might appear (i.e., citywide buses, billboards at major intersections, etc.) and the rationale for the placement. 

• Add a strategy note (100+ words) explaining why the tagline aligns with the specified target audience, justify how the tagline addresses the campaign goal, and explain the creative strategy behind the word choice. 

EARNED

Option 1: Thought-leadership piece (PR 535) 

Create a thought-leadership opinion piece as a ghostwriter for your assigned brand’s CEO. The piece should express the CEO’s perspective — not your own. 

The thought-leadership piece should be suitable for a major publication (think NY Times, Forbes, Fast Company, USA Today) and should focus on one Environmental, Social, or Governance (ESG) issue that aligns with the brand’s current initiatives and takes a strong stance on the topic. Choose a consistent tone for the CEO throughout the piece – witty, irate, perplexed, snarky, or otherwise – that best serves the message. Create a compelling headline that reflects both the tone and content of the opinion piece. Length: 400+ words. The piece should avoid overly promotional language and demonstrate real value or insight related to the brand. 

Add a strategy note (75+ words) explaining the rationale behind the thought-leadership piece and how the messaging aligns with the brand.

SHARED

Option 2: Infographic (PR 535) 

Create a branded and professional infographic that includes research-based statistics. Select one theme for the infographic that aligns with the overall brand. i.e., brand’s business stats (sales, consumer demographics, growth, market share, etc.); brand’s sustainability efforts. 

Add a strategy note (75+ words) explaining the objective of the infographic and how the messaging strategically aligns with the brand. 

OWNED

Required Components: 

1. Rationale for SWOT Element Selection For each strength, weakness, opportunity, and threat identified, explain why this factor is significant to the business. What makes this a strength versus a neutral characteristic? Why is this weakness particularly damaging? How does this opportunity align with company capabilities? 

2. Strategic Insights: (150+ words) Develop 3-5 strategic recommendations that directly respond to your SWOT findings. Write a concise synthesis using clear, business-focused language. Avoid jargon and focus on strategic implications for business.