PhD Student | Comms Consultant
Lubbock, Texas
Writing Samples
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#MarketingFaith: The Megachurch Pastor as Social Media Influencer
March 2021, book chapter publication
Overview: Social media influencers (SMIs) have become crucial in many brands’ mar- keting strategies. For most brands, the business objective driving the use of SMI marketing tactics is to increase profits by leveraging the preexisting trust (Lou & Yuan, 2019) and relationship between SMIs and consumers (Hwang & Zhang, 2018). However, when the definition of “brand” expands to include a wider swath of organization types, the SMI’s role and goals may become multifarious and encompass both tangible and intangible objectives. This chapter examines one such non-traditional brand context: the Christian megachurch. Specifically, we examine the Twitter communication practices of megachurch pastors from an SMI perspective. Although all SMIs strategi- cally construct their online identity through the technological affordances available to them (Marwick, 2016), megachurch pastors arguably face unique challenges as they attempt to create a social media presence that simultane- ously sates followers and honors God.
This publication was developed out of the below research project, written for the SEARCH Research Symposium at Asbury University in April 2019.
Megachurch Pastoral and Online Authority Cultivation
April 2019, SEARCH presentation
Abstract: This study investigated the online behaviors of megachurch pastors on Twitter in order to assess if these pastors emulated the tactics of secular social media influencers. Although social media influencer behaviors, megachurches, and the Church’s relationship with new media have individually received significant research attention, the online behaviors of pastors have yet to be studied. Thus, a qualitative content analysis was performed on the Twitter profiles of five prominent megachurch pastors' tweets were coded into three themes: rapport building, biblical concepts, and personal promotion. Pastor online communication was assessed for its adherence to influencer best practices and the pastors were compared and contrasted with each other. The researcher determined megachurch pastors appear to be utilizing these best practices. The practical and theoretical implications of these findings were discussed
Overview: Social media influencers (SMIs) have become crucial in many brands’ mar- keting strategies. For most brands, the business objective driving the use of SMI marketing tactics is to increase profits by leveraging the preexisting trust (Lou & Yuan, 2019) and relationship between SMIs and consumers (Hwang & Zhang, 2018). However, when the definition of “brand” expands to include a wider swath of organization types, the SMI’s role and goals may become multifarious and encompass both tangible and intangible objectives. This chapter examines one such non-traditional brand context: the Christian megachurch. Specifically, we examine the Twitter communication practices of megachurch pastors from an SMI perspective. Although all SMIs strategi- cally construct their online identity through the technological affordances available to them (Marwick, 2016), megachurch pastors arguably face unique challenges as they attempt to create a social media presence that simultane- ously sates followers and honors God.
Iron Bell Music Continues Day to Day after Sophomore Album "Glory to Glory" Release
November 2018, Foundations of Journalism Final
This article was written in partnership with Iron Bell Music (now Stephen McWhirter) to promote their 2018 album, "Glory to Glory." This article was written as a final project for Foundations of Journalism, and Iron Bell used this article in their quarterly newsletter to their ministry partners after receiving my permission to print it. If you would like to read the full article, please click Read More to download the text.
Overview: Social media influencers (SMIs) have become crucial in many brands’ mar- keting strategies. For most brands, the business objective driving the use of SMI marketing tactics is to increase profits by leveraging the preexisting trust (Lou & Yuan, 2019) and relationship between SMIs and consumers (Hwang & Zhang, 2018). However, when the definition of “brand” expands to include a wider swath of organization types, the SMI’s role and goals may become multifarious and encompass both tangible and intangible objectives. This chapter examines one such non-traditional brand context: the Christian megachurch. Specifically, we examine the Twitter communication practices of megachurch pastors from an SMI perspective. Although all SMIs strategi- cally construct their online identity through the technological affordances available to them (Marwick, 2016), megachurch pastors arguably face unique challenges as they attempt to create a social media presence that simultane- ously sates followers and honors God.
The Foundry Media Plan
November 2018, Communication Campaigns Final Project
During Communication Campaigns, my team and I created a PR campaign proposal for a local client, The Foundry. The Foundry was a local co-working space in Wilmore, Kentucky residing in the back section of the local Methodist church.
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My team and I created a detailed, creative PR plan designed to raise awareness for the space, target clients, cultivate a social media presence and promote the mission of The Foundry: to create and cultivate a community of small business owners in Wilmore, Kentucky, dedicated to spreading the gospel and benefitting their communities.
Overview: Social media influencers (SMIs) have become crucial in many brands’ mar- keting strategies. For most brands, the business objective driving the use of SMI marketing tactics is to increase profits by leveraging the preexisting trust (Lou & Yuan, 2019) and relationship between SMIs and consumers (Hwang & Zhang, 2018). However, when the definition of “brand” expands to include a wider swath of organization types, the SMI’s role and goals may become multifarious and encompass both tangible and intangible objectives. This chapter examines one such non-traditional brand context: the Christian megachurch. Specifically, we examine the Twitter communication practices of megachurch pastors from an SMI perspective. Although all SMIs strategi- cally construct their online identity through the technological affordances available to them (Marwick, 2016), megachurch pastors arguably face unique challenges as they attempt to create a social media presence that simultane- ously sates followers and honors God.
Evergreen Eyes: The Interactive Music Experience
Spring 2021, Cross-Platform Storytelling Final Project
In Cross-Platform Storytelling, we prepared a detailed, interactive, transmedia marketing and public relations plan for a client of our choosing. I selected my own forthcoming album "Evergreen Eyes" to promote. This plan document walks through each of the decisions I made to promote this album given the guidelines presented to us.
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What resulted is a dynamic social media marketing plan for Evergreen Eyes: An Interactive Music Experience, which includes an interactive novella, website, and choose-your-own-adventure documentary, unlike anything that has ever been done before online and in the music industry as a whole.
The Apothecary Short Story
April 2018, Narratives and Ideologies of Hollywood
Final Project
Lane Cavanaugh has everything she's ever hoped for: a beautiful coffee shop she runs with her brother, lovely friends that have her back in front of and behind the coffee bar, and a second location of The Apothecary on the way. But all of that is threatened when, instead of being approved for a loan for their second location, Lane finds out The Apothecary is going under, and she is left with two options: sell or find an investor--fast.
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Enter: Ryan Moore. handsome, smooth, big city investor looking to turn Lane's small town into the next hipster haven. Will Lane convince Ryan to invest in The Apothecary? Or will she be forced to give up her dreams? And will she be able to stop herself from falling for him? Find out below...
UCONTROLIT Marketing Plan
December 2020, Strategic Marketing FInal Project
UCONTROLIT is a new product from security company Guardian Security. With market competitors like the Ring doorbell and other user-controlled home security systems, Guardian is trying to break into the home security market in a new, fresh way.
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This marketing plan was devised as part of a marketing simulation for a Strategic Marketing class. For this project, we determined target markets, social media plans, and the like for Guardian Security for this mock product. If Guardian does decide to move forward with this new product, our marketing plans will be submitted by our professor for review by the company and potentially utilized to market this security system.