 By Paige Johnson
PRSSA Kent students learn campaign strategy at first guest speaker meeting ‘Cooking Up a Campaign: The Swensons Strategy’ Students came hungry for campaign wisdom at PRSSA Kent’s first guest speaker event of the semester, ‘Cooking Up a Campaign: The Swensons Strategy.’ The meeting featured a panel discussion followed by a Q&A, giving students a chance to learn directly from the pros and dig into best practices for building standout campaigns. PRSSA Kent welcomed Chanté Jones, vice president of communications, and Lane Strauss, senior vice president and creative director, at Falls & Co., a Cleveland-based marketing agency known for its award-winning work. With multiple PRSA Cleveland Rocks Awards to its name, Falls & Co. stands out as one of Northeast Ohio’s top firms. In 2024, Swensons Drive-In approached Falls & Co. with the goal of refreshing the brand while still honoring their 90-year legacy. Through integrated marketing and communications tactics, Falls & Co. was able to emphasize the brand's hometown connection. For example, real Swenson's curb servers were featured in billboard ads and social media videos. Jones and Strauss walked students through Falls & Co.’s media relations strategy, breaking down key tactics like embargoed press releases and leveraging popular news segments to maximize coverage. Overall, students could easily see why the campaign won so many Rocks Awards. “This was one of my favorite panels we’ve ever had at PRSSA,” said Caitlyn Soya, vice president of membership at PRSSA Kent. “I would love to hear more about agency work in the future.” Many students shared Soya’s sentiments, with several expressing interest in agency work after the meeting. A special thank you to Jones and Strauss for being such inspiring guests! Their insights sparked curiosity, creativity and a deeper sense of purpose among our students, reminding us all why we fell in love with PR in the first place.
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