"If you're just operating by habit, then you're not really living…Every action of ours should be a prayer—a sacrament in the world." - My Dinner with Andre (1981)
Marketing & Public Relations
"You can never go wrong by investing in communities and the human beings within them."
-Pam Moore
One of the greatest thrills of my mass communications career has been taking part of marketing and public relations for organizations. There is nothing like knowing a brand, its values, history and impact the same way you know someone close to you. To understand a brand that deeply requires diligent work and research—along with a humility to allow innovation and new ideas seep in.
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The same is true for public relations. How we connect with others is everything. There is an obligation to know your audience and address the needs they have, whether that be materials needs, financial support, education or collaboration. The most rewarding endeavors I have taken part in is a result of holding the importance of public relations close to my heart and knowing I am making a difference both for the organization I represent and the audience I am serving with my messaging and actions.
Serving as the marketing director for The Pinnacle Chick-fil-A has provided me the opportunity to promote the brand on a local level. This role placed me in the upper leadership team of a multi-million dollar restaurant on behalf of a multi-billion dollar company. That has been no easy task. But through constant research, communication and intentionality, the brand at a local level has taken off at a record pace. As of the start of 2024, our restaurant was ranked in the top 20% of the chain—out of a total of 3,000+ locations across the country and international stores serving Canada and Puerto Rico at the time of hitting that record. I am forever grateful for the experience to learn from one of the world's most successful brands.
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While serving as an event & communications coordinator for the Kingsport Chamber, I was exposed to the challenges of non-profit organizations balancing being able to make an impact in their community while being mindful of their restrictive budgets. It showed me the power of keeping an open dialogue with surrounding organizations, media, elected officials, schools and citizens to find ways to lock arms and drive change in the region. Utilizing robust marketing plans and public relation strategies, the Kingsport Chamber was unmatched in its ability to grow its membership—and therefore its influence—in the region.
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As a student and new graduate, my marketing & PR experience ranged from promoting events to finding campaigns to be good stewards of the areas that organization served.
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Below are samples of my marcomm & PR experience:
Public Relations
(external & internal)
Reading Across America | Chick-fil-A
Photography courtesy of Justin Hartsell
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We partnered with an area elementary school in Bristol, Tenn. to support Reading Across America. We brought the Cow for students to meet while I read a story to the class.
Reading Across America | Chick-fil-A
Photography courtesy of Justin Hartsell
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Reading a Dr. Seuss book to an elementary school class.
Reading Buddies Program Book Party | Chick-fil-A
Photography courtesy of Kay Ward
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To encourage attendance for this literacy program, we partnered with the local city school district to donate Chick-fil-A sandwiches for dinner to students and their families while teachers distributed the book of the quarter for kids to build their own personal library at home.
Reading Buddies Program Book Party | Chick-fil-A
Photography courtesy of Kay Ward
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Students enjoying their sandwiches that our store donated. Afterwards, the students received their own books to take home on behalf of the school district's literacy initiative.
The Pinnacle 5K | Chick-fil-A
Photography courtesy of Justin Hartsell
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We provided several in-kind sponsorships for events around the area—especially for fundraising events—to boost participation, promote our product and let the community see our brand out in the city giving back.
The Pinnacle 5K | Chick-fil-A
Photography courtesy of Justin Hartsell
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Bringing the Cow to an event always results in excitement and photo-ops for kids of all ages!
Guest with his Cow | Chick-fil-A
Photography courtesy of Justin Hartsell
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I would spend time at the front counter and out in the dining room to do face-to-face PR initiatives to build loyalty to the brand. One of the best ways to show care and connect with our guests was through offering kids at the table a mini plush cow. Kids would always light up when being surprised with one of these.
Bristol Christmas Parade| Chick-fil-A
Photography courtesy of Justin Hartsell
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I entered our store into the Bristol Christmas Parade with team members and leaders handing out cards to get a complimentary menu item while the Cows walked alongside the van and stopped for pictures and high-fives. Your face begins to hurt at the end of the parade from smiling so much because of the crows screaming Chick-fil-a and the motto "Eat Mor Chikin" as we proceeded down the route.
Social Media Lecture | Chick-fil-A
Photography courtesy of Brent Treash
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I was invited back to Emory & Henry College as an alum to be a guest speaker and present to the mass communication's department social media course. This lecture was based on effective storytelling through social media.
Career Day | Chick-fil-A
Photography courtesy of Katelyn Printz
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I had the opportunity to tell students at kindergarten and day school what it meant to be a marketing director for
Chick-fil-A.
Nurse Appreciation Week | Chick-fil-A
Photography courtesy of Caroline Wright
We donated meal cards to all 800 nurses at an area hospital for Nurse Appreciation Week. We donated to other regional medical offices and networks in the area to give back to nurses in our area.
Entrepreneur Class Guest Speaking | Chick-fil-A
Photography courtesy of Justin Hartsell
Operator Josh Horner and myself talked with a local high school class studying entrepreneurship about what it takes to own and run a Chick-fil-A. We took Chick-n-Minis as a surprise for the class to sample.
Get Out the Vote | Kingsport Chamber
Designed by: Justin Hartsell
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The Kingsport Chamber's Government Relations program pushed for citizens to be engaged and vote.
Healthcare Heroes Night | Kingsport Chamber
Photography courtesy of Justin Hartsell
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The Kingsport Chamber, United Way of Greater Kingsport, Dobyns-Bennett High School Band and Region A.H.E.A.D. all came together to celebrate healthcare workers by lining the walkway to and from the employee parking garage. Those in attendance cheered while the band played a number of upbeat arrangements as healthcare workers passed by.
Mobile COVID-19 Vaccination Van | Kingsport Chamber
Photography courtesy of Justin Hartsell
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The Kingsport Chamber maintained an initiative throughout the COVID-19 pandemic asking the public to take their COVID-19 vaccine shot. The Chamber partnered with Region A.H.E.A.D.'s Mobile COVID-19 Vaccination Van to offer easy and accessible vaccines and boosters free of charge.
Chilhowie Apple Festival Parade | Utility Trailer Manufacturing Company - Glade Spring (Va.)
Photography courtesy of Justin Hartsell
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We entered one of our company tractor trailers into the Chilhowie Apple Festival to engage with the Chilhowie, Va. community—a community where many of Utility Trailer Glade Spring Plant's employees live. It was an effort for
families—especially children—could see what their family members who worked at the plant built for a living.
Radio Holiday Spot | Utility Trailer Manufacturing Company - Glade Spring (Va.)
Written by: Justin Hartsell
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Effort to connect the brand with the community better through a holiday radio spot.
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"Utility Trailer wants to wish our employees and their families a very Merry Christmas and a happy and healthy New Year! We are so thankful to have such a dedicated, hard-working team that makes this such a great place to come and work. At Utility Trailer, we are not only a team but also family. Wishing you and yours the absolute best this holiday season. Merry Christmas and Happy New Year from Utility Trailer."
Not Just Building Trailers, But Also Community
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Written by: Justin Hartsell
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CHILHOWIE, Va. — On Saturday, September 28, 2019, Utility Trailer Manufacturing Company’s Glade Spring Plant participated in the annual Chilhowie Community Apple Festival’s Grand Parade, handing out candy to kids and fellow spectators along the parade route.
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Utility Trailer-Glade Spring entered a show trailer that was built by the Glade Spring facility, with the words, “Pushing your next trailer to a higher level,” displayed along the sides. Following the trailer were employees and their spouses of the Glade Spring facility giving out handfuls of candy to smiling children awaiting for what types of candy were hidden inside the packed tote bags. Infant-friendly snacks were also given out to younger kids needing a safer, more nutritious snack.
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This marks the facility’s second year participating in the parade.
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Glade Spring Plant Manager Sam Cassell said being a part of the parade “allows our Glade Spring Plant to better connect and support the community.”
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As Cassell was walking along the parade route, he handed out candy to a child and heard the little girl’s grandmother say, “Her daddy builds those trailers.” Cassell felt a deep sense of pride seeing what that trailer meant and represented to that family as it went by along the parade route.
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According to the festival website, the funds that are raised for this festival goes to “worthwhile projects which benefit the community.” Such projects include purchasing new, updated equipment for schools, school renovations, and band uniforms. The money also goes to help fund for school band trips, support the town’s fire and rescue squads, and go to other projects that will help the town and its citizens.
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The Chilhowie Community Apple Festival began when Chilhowie was the second-largest producer of apples in Virginia in the early 1950s, according to the Chilhowie Apple Festival’s website. Despite apples no longer being largely produced and grown in the town, the heritage and significance of the festival has continued to be an important community event—often marking the kick-off to the fall season for those in attendance.
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Press Release (Fall 2019) | Utility Trailer Manufacturing Company - Glade Spring (Va.)
Written by: Justin Hartsell
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Press release written about Utility Trailer's involvement in local Chilhowie Apple Festival parade.
Front
Written and designed by: Justin Hartsell
Back
Written and designed by: Justin Hartsell
End of Year Letter from Glade Spring to Corporate (published in corporate newsletter) | Utility Trailer Manufacturing Company - Glade Spring (Va.)
Written by: Justin Hartsell
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End of year press release on behalf of our plant published in corporate's printed magazine. This is the digital file for them to use to work into their publication with limited desktop publishing/graphic design tools at hand.
Utility Trailer Kids Calendar Competition Entry Packet | Utility Trailer Manufacturing Company - Glade Spring (Va.)
Designed by: Justin Hartsell & HR (inspired by similar competitions)
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This was an internal campaign to create a calendar for employees that had art made by employee's children or grandchildren to personalize the calendar and connect with the team better. This was a fun competition with several entries—with finalists selected by HR and myself.
Holiday Turkeys | Utility Trailer Manufacturing Company - Glade Spring (Va.)
Photos courteous of Justin Hartsell
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As each employee came off the production floor before the Thanksgiving holiday, we handed every individual employee their own frozen turkey to take home to their families. This was a way of saying "thank you" to everyone for their hard work and an effort to take care of the team.
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The plant also donated turkeys and hams to Feeding America Southwest Virginia. The end results was 800 pounds of food being donated, with a total of 326 meals being fed at a local shelter for elderly individuals who otherwise could not enjoy a holiday meal.
Team Family Outing for the Holidays | Utility Trailer Manufacturing Company - Glade Spring (Va.)
Photo courteous of Justin Hartsell
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For the employees, we wanted to do something a little different in 2019 in getting to plan a Christmas event for them and their loved ones. We worked with a local movie theater to have a special screening of "Frozen II."
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An overwhelming number of employees signed up to bring their kids and grandkids to the event. Employees donated $4 per person to attend the event, which included the cost of the movie and concessions. These donations were then used to give to Glade Spring Children's Christmas Fund for underprivileged children and their families to have a Christmas. The organization went out and purchased toys, shoes, coats and other necessities for the other recipients of this year's fund. All donations made to the organization were kept anonymous.
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A portion of the funds for the movie were additionally allocated for the Glade Spring Fire Department's efforts to have a Christmas event where kids from lower socioeconomic backgrounds across area schools could tour the fire department, get in the fire trucks, meet Santa, enjoy snacks and receive toys that they otherwise may not have gotten the chance to receive. The Glade Spring plant also donated 15 hams to the Glade Spring Fire Department's making of food boxes for families in the region who were in need of a Christmas meal.
The Pinnacle
Chick-fil-A Internal Newsletter
Created and curated by: Justin Hartsell
The Pinnacle Chick-fil-A Internal Newsletter | Chick-fil-A
Created and curated by: Justin Hartsell
Software: Mailchimp
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I wanted a way to better highlight the team's impact in the community back to team members and leaders, along with providing resources for them to grow as professionals and brand ambassadors.
The Pinnacle Chick-fil-A Community Contacts Database | Chick-fil-A
Created and curated by: Justin Hartsell
Software: HubSpot
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This was a projected I initiated to better manage our community contacts and build public relations across the area by documenting past collaborations and inquiries, along with a way to organize points of contact.
Kingsport Chamber
Weekly Newsletter
Curated by: Justin Hartsell
Kingsport Chamber Weekly Newsletter | Kingsport Chamber
Curated by: Justin Hartsell
Software: Constant Contact
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I managed a weekly newsletter that was sent routinely to over 1,700 subscribers.
Kingsport Chamber
Press Release
Written by: Justin Hartsell
Kingsport Chamber Press Release: "Vanessa Bennett and Kingsport Leadership programs receive TACL state
awards" | Kingsport Chamber
Written by: Justin Hartsell
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I wrote this press release to highlight one of the Kingsport Chamber Leadership programs receiving a state award.
Marketing
Kingsport Chamber
Event Eblast
Curated by: Justin Hartsell
The State of the Chamber Holiday Breakfast | Kingsport Chamber
Curated by: Justin Hartsell
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This was an eblast promoting the annual holiday breakfast the Kingsport Chamber held. I designed the email, placed all logos (and vetted them being up to date) in alphabetical order and hyperlinked every logo. I freshened up the imagery with royalty free evergreen photos to "spruce" up the look of the email.
MLK Day Social Media Post | Kingsport Chamber
Curated by: Justin Hartsell
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I managed the Kingsport Chamber social channels and updated regularly with events, holiday wishes/reflections, in-house video productions and so on.
Kingsport Chamber Annual Dinner Social Media Post | Kingsport Chamber
Curated by: Justin Hartsell
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This was promoting the Chamber's largest annual fundraiser.
Kingsport Chamber Annual Dinner - Wine Order Social Media Post | Kingsport Chamber
Curated by: Justin Hartsell
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This was promoting the Chamber's largest annual fundraiser.
Local Chick-fil-A Peach Promo
Produced and edited by: Justin Hartsell
(Made for The Pinnacle Chick-fil-A)
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Brief description: Every summer, Chick-fil-A rolls out a seasonal Peach Milkshake. In Summer of 2023, they also did limited time offering of White Peach flavoring to beverages. I created this video to highlight the product at our store.
The Pinnacle Chick-fil-A Celebrating 8 Years in Business
Produced and edited by: Justin Hartsell
(Made for The Pinnacle Chick-fil-A)
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Brief description: I wanted to highlight the impact our Chick-fil-A had made on the community over the past eight years. That entailed both my own knowledge and researching our past social media content to find photos and moments to highlight.
Kingsport Chamber Manufacturing Mini-Series: Eastman
Produced and edited by: Justin Hartsell*
*due to confidential and propriety nature of operations, Eastman provided corporate-approved videography for B-roll
(Made for Kingsport Chamber of Commerce)
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Brief description: One of my supervisors and I created a new mini-series for the Kingsport Chamber's Workforce Development program that highlighted regional manufacturers to increase awareness for students to consider staying local and realize professional opportunities awaiting them in manufacturing in the Tri-Cities area (Tennessee). This is one we made for Eastman—a global chemical and manufacturing company headquartered out of Kingsport, Tenn.
Kingsport Chamber Manufacturing Mini-Series: Bell
Produced and edited by: Justin Hartsell
*unlike the Eastman video above, I captured the entire B-roll for this spotlight in addition to filming the interview itself
(Made for Kingsport Chamber of Commerce)
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Brief description: One of my supervisors and I created a new mini-series for the Kingsport Chamber's Workforce Development program that highlighted regional manufacturers to increase awareness for students to consider staying local and realize professional opportunities awaiting them in manufacturing in the Tri-Cities area (Tennessee). This is one we made for Bell—a helicopter manufacturing plant that includes private, commercial, rescue, military and NYPD helicopters.
Digital Billboard - Chick-fil-A Hiring Ad
Designed by: Justin Hartsell
Vendor: Allison Outdoor Advertising
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Coming out of the COVID-19 pandemic, our store was struggling to gather enough team members to be fully staffed. We created this billboard to increase awareness of our open availabilities and competitive pay. compared to surrounding businesses.
Charlie Chaplin Film Festival Poster
Designed by: Justin Hartsell
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While volunteering at The Lincoln Theatre in Marion, Virginia, I oversaw the monthly film festival series, what movies would be selected, themes, showtimes, etc. One of my proudest moments was curating the one of the monthly festival around Charlie Chaplin. This is a poster I designed that was later hung on the entrance doors to highlight the event.
Event Promo: Hip Hop Artist at McGlothlin Center for the Arts
Voice: Justin Hartsell
Produced and edited by: Justin Hartsell
Written by: E&H Marketing Office
(Made for WEHC 90.7 FM)
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Brief description: Promotional ad for performer and artist Paige Hernandez performance at the McGlothlin Center
for the Arts.
Event Promo: Vocalist & Pianist at McGlothlin Center for the Arts
Voice: Justin Hartsell
Produced and edited by: Justin Hartsell
Written by: E&H Marketing Office
(Made for WEHC 90.7 FM)
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Brief description: Promotional ad for winter concert featuring piano and vocal arrangements performed by the
Music Department faculty members at the McGlothlin Center for the Arts.
Art Gallery Exhibit Promo
Voice: Justin Hartsell
Produced and edited by: Justin Hartsell
Written by: E&H Marketing Office
(Made for WEHC 90.7 FM)
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Brief description: Promotional spot highlighting traveling art exhibit at the McGlothlin Center for the Arts that analyzed South Korean, American and world politics through the eyes of Korean photography.
2022 Legislative Dinner in Nashville
Designed by: Justin Hartsell
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Scrolling banner on the website's main page to highlight the event, along with being posted on social media, presentation slides and the weekly chamber newsletter.
Hiring Billboard
Photos courtesy of Justin Hartsell
Designed by: Justin Hartsell
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Human Resources at Utility Trailer Glade Spring desperately needed to hire more people for the production floor. I asked if they had ever done a job listing on Indeed.com for a production worker's position, in which they had not. Upon persuading them to try this method, they received over 540 applications and had to shut down the opening just to be able to process the mass response they had received through Indeed. This billboard was an effort to get the word out about Utility hiring and a posting being live on Indeed.
Thursday Night Jams (Summer Concert Series) | Town of Abingdon/Abingdon CVB
Photos courtesy of Justin Hartsell
Designed by: Justin Hartsell
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I maintained the social media channel for the Abingdon tourism department during their special events of the spring and summer season while helping as an assistant to the special events coordinator for the town.
The Pinnacle Chick-fil-A IG Account | Chick-fil-AA
Photos courtesy of Justin Hartsell
Posts by: Justin Hartsell
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Through effective storytelling, brand promotion, event recaps and team member highlights, our social media channels set out to keep this location relevant and top of mind for guests, community partners, team members and applicants alike.