Beacon | IgniteYSpirit

Title: PR Strategist/Creative & Team Lead

Focus: Developing a bold yet budget-conscious guerrilla PR campaign that would help everyday people discover, understand, and connect with Beacon’s innovative UV light illness-prevention technology.

Key Features: Guerrilla PR Plan, “The Hidden Layer” Immersive Exhibit, and Core Messaging & Strategic Framework.

Project Overview

Beacon, a health-tech company pioneering illness prevention through patented UV light technology, partnered with our student consulting team through Emerson College’s Guerrilla PR course. The goal: create bold, cost-effective ways to build brand awareness and understanding. As team lead, I guided the development of a full PR plan and originated three concepts, including the flagship idea, The Hidden Layer. I also crafted key messaging, wrote press materials, and built a strategic framework for long-term implementation.

Highlights

Guerrilla PR Plan

Developed a 40+ page guerrilla PR plan with creative concepts, tactical rollout, press materials, implementation guidelines and future recommendations.

The Hidden Layer Exhibit

An immersive youth-driven art exhibit where children create artwork that illustrates how Beacon removes invisible health threats, educating, empowering, and building brand connection through science, emotion, and art.

Creative Direction & Concept Development

Originated three guerrilla PR campaign concepts centered on creative and cost-effective ideas aligned with Beacon’s brand voice. Guided the team from initial brainstorming through to final deliverables.

Strategic Framework

Developed Beacon’s key messaging and crafted comprehensive strategies and tactics to support campaign goals. Designed a practical implementation plan to ensure Beacon could execute and sustain these initiatives beyond the concept stage.