Mayce's BIC Portfolio

Blazing Public Relations Specialist

Making PR Campaigns come to life through DEI

Mayce Barker

My POV

The beauty of communication is its ability to share our stories as a way to understand our varied lived experiences. I believe that honoring this is invaluable when developing impactful PR campaigns.

My lived experience as a black, queer man gives me a unique perspective that informs creative ideas and executions that authentically connect with all people.

Leveraging my passion for DEI helps me manifest campaigns that connect with people and exceed business objectives.

Fanning the Flames of DEI

Diversity

Equity

Inclusion

Having people from different backgrounds including race, religion, economic status, gender, sexual orientation, lifestyle, disabilties, values and culture in the room.

Amplifying diverse perspectives accurately.

Understanding that what we need to give everyone equal footing to succeed in life does not look the same across the board.

Ensuring campaigns are accessible to as many people as possible.

Ensuring EVERYONE's voice is being heard. Making sure that everyone feels psychologically safe and welcome.

Purposefully highlighting historically underrepresented groups of people.

How brands can start a fire with their audiences

Gather

Spark

Tend

Analyze the situation. Conduct Research. Plan and Strategize.

Pull the insight.

Creatively Ideate.

Brainstorm.

Execute the Campaign.

Secure Coverage.

Track KPIs.

Introducing New Yorkers to a non-profit based in Harlem that works tirelessly to reduce violence in the neighborhood. This is a predominately Black and Latinx organization.

Gather

Business Challenge: To create an integrated communications campaign that can put HMF on the map highlighting their tireless contributions to fostering a safer, stronger, thriving Harlem community.

Research Findings:

People are angry and ready to make a difference but they often feel overwhelmed in the face of gun violence. 74% of our survey respondents feel angry when they hear about gun violence in the city.
People share a common desire to make a difference but they need help harnessing their voices and contributions. 50% of our survey respondents want to make a difference beyond donating.

Spark

Insight: Uniting a community through grief allows them to rewrite the narrative of violence.

Strategy: To New Yorkers who are fed up with persistent violence, but can’t solve it on their own, HMFS helps transforms negative feelings into actionable change.

Creative Idea:

"The Language of Grief"
Grief can take many different forms, but those who have been transformed by it speak the language of grief best.

Tend

PR Campaign

Introducing: Growing From Grief Podcast

Growing From Grief Podcast is owned media for HMFS.

The podcast will cover various topics such as healing, self-help tips, and coping techniques.

Influencer Dr. Ijeoma Kola to guest star on the first episode

Spoken Grief and Growth will be the opening event on June 3rd; Gun Violence Awareness Day.

The event will encourage the community to write a letter in honor of those lost and impacted by violent acts.

Influencer Aron Gadson to host

Introducing: Spoken Grief and Growth

PR Campaign

Influencers

Dr. Ijeoma Kola

Aron Gadson

Host of Spoken Grief and Growth event

Guest Star on Growth From Grief Podcast

Doctor and Historian specializing in the Black woman's experience. Expert on mental health, race, and healthy coping mechanisms

Harlem Native, Father, and advocate for second chances. Spent several years in prison and upon release completely changed his life around

69.4K Subscribers

126K Followers

55K Followers

Media Outreach Strategy:

Understand target audience

Compile Media Lists

Gather contact information

Send pitches with timing in mind

Show that the campaign is newsworthy

Earned Media

"We sat with HMFS founder Jackie Rowe Adams on how her organization is working to harness the 'language of grief' and stop gun violence in Harlem."

"Harlem non-profit facilities 'Growth from Grief' with open mic event hosted by Aron Gadson."

"Dr. Ijemoa Kola joins forces with Harlem non-profit to show how communities can harness grief to grow."

2-D Creative Executions:

Logo Redesign

Website Refresh

Launching UN(THINK)'s Power Flour into the market. Their revolutionary process means that their flour is more nutritious.

Gather

Business Challenge: How can UN(THINK)™ leverage renewed interest from the baking boom to re-engage pandemic bakers and launch Power Flour in a waning market?

Research Findings (One on One interviews):

Covid 19: Flour Renissance

Research Findings

Covid 19: Flour Renissance

Research Findings

Through unprecedented times we saw flour and baking connect people. In a period of darkness and uncertainty, people turned to baking to relax, they turned to baking to feel in control. Not only that but they used baking as a means to show that they care. We believe baking is a form of connection and flour is the second most important ingredient in the process. The first is love.

Spark

Insight: Flour is often overlooked and undervalued until it is connected to love

Strategy: UN(THINK) gives people a new-tritional reason to keep using flour because, for the first time, the star ingredient is healthy and better nutrition equals better love.

Creative Idea:

"The Measurement of Love"
UN(THINK) shows home bakers how using Power Flour amplifies their tender gestures for their loved ones even in tough, human situations.
Message: UN(THINK) makes showing love through baking more powerful because of its nutritional value.

Tend

2-D Executions

Influencers

These Brand Ambassadors will be creating social media content using UN(THINK) Power Flour.

The Icing Artist

Cook Drank Eat

Emmymade

4.7M Subscribers

258K Followers

423 Subscribers

2.9M Subscribers

49.8K Followers

363K Followers

Influencers

Potential Captions for each Influencer

Emmymade

The Icing Artist

"I wish I had Power Flour to bake these cookies when I told my parents I was moving all the way to Japan from California. They couldn't believe their ears. These would have softened the blow."

"My husband loves cinnamon buns. I made him a giant one

for his birthday this year using UN(THINK)™ Power Flour. If only

I had this last year when I told him his birthday cake was vegan."

Cook Drank Eat

"Telling my mom I’m switching up the sweet potato recipe passed down in my family for decades was ten times easier when I told her about the nutritional benefits of Power Flour."

Earned Media

Introducing and pitching DU-AL to investors. DU-AL is a men-presenting lifestyle brand that provides a feminine twist.

Gather

Research: Trends

According to Allied Market Research Men’s personal care market is expected to hit $166 billion in 2023.
Based on Euromonitor, more than 56% of U.S. male respondents admitted to using some sort of facial cosmetics like foundation, concealer, or BB cream at least once in 2018.
Male-targeted skin-care product sales have jumped 7% in the past year, NPD said.
Fashion trends such as men in skirts, dresses, and wearing acrylic nails

Spark

Opportunity

What if men could buy all of their feminine clothing at one central location and not have to risk the chance of the clothing not fitting from online shopping women’s sizes and not being uncomfortable or making women uncomfortable in their settings?

Unmet Need

-There is no central location for men to shop comfortably for clothing that is deemed feminine.

-Shopping online at women’s boutiques runs the risk of clothing not fitting right which is a huge inconvenience.

-There is a moral obligation on behalf of some men to let women and femmes have safe spaces to shop. That means staying out of their space.

Target Market

-Men, Boys and Masculine presenting people aged 13-30

-People who want to explore their expression through clothing, accessories and other mediums.

Influencers

Create lifestyle content on TikTok that shows how DU-AL makes their lives easier by providing a one-stop shop for all their shopping needs

Tend