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Celtics Planbook

This project was created as part of PRL 376: Content Optimization for PR Writing and serves as the culmination of a semester-long strategic communication campaign. Working collaboratively in a small agency-style team, we developed a comprehensive Final Planbook for a proposed partnership between the Boston Celtics and The Boston Foundation. The purpose of this assignment was to apply real-world public relations practices: research, strategy, content creation, SEO, and evaluation into a cohesive, professional campaign.

The Planbook Includes: 

  • A full PESO strategy applying paid, earned, shared, and owned media

  • An in-depth audience persona and research-driven messaging

  • A three-month content calendar

  • SEO-optimized keywords and insights

  • Fully designed content mockups

  • Clear, measurable evaluation metrics

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