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Danielle Vistine Portfolio

Contents
Resume 4

Letters of Recommendation 6-8

Creative Communications Samples 6

Writing Sample 7

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Resume

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D A N I E L L E V I S T I N E
Email: VISTINE2@ILLINOIS.EDU
Web: WWW.DMVISTINE2.COM

OBJECTIVE
Obtain an internship or full-time employment after graduation as an art director in advertising.
EDUCATION
University of Illinois at Urbana-Champaign
College of Media
Bachelor of Science Advertising
Minor in Sociology
Cumulative GPA 3.16/4.0, Degree expected May 2009
RELEVANT CLASSES
ADV 452 - Creative Concepts I
1 of 16 students accepted on basis of creative project
created and critiqued numerous campaigns
EXPERIENCE
Leo Burnett Advertising Boot Camp
Participant Champaign, IL
Worked in group of 5 to create ads for Petsmart Oct. 3-5, 2008
Followed provided creative strategy
Pitched campaign to Leo Burnett employees
Seattle Sutton’s Healthy Eating
Manager Champaign, IL
Responsible for managing store’s money and banking May 2008-Present
Fax paperwork, answer phone, charge credit cards
Open and close office
On The Go Marketing
Brand Ambassador Champaign, IL
Promote Wrigley’s Gum and benefits of chewing to public May 2007-July 2007
Apply public speaking techniques
Arranged signage and products in area set-up
Worked with PR team to publicize event and products
Krannert Center for the Performing Arts
Host Urbana, IL
Apply customer service techniques Jan. 2007-Present
Provide an enjoyable experience for patrons
Buckeye Partners, L.P.
Intern East Chicago, IN
Updated drawings using AutoCAD software June 2006-Jan. 2008
Experienced a professional work environment
Performed standard office tasks for entire staff
ACTIVITIES
Phi Mu Sorority Delta Beta Chapter Nov. 2005-Present
Public Relations Chair (Fall 2007- Spring 2008)
Manage $3000 budget and lead a committee of 7 girls
Write press releases and create advertisements
Improve internal and external public relations
Marching Illini Flag Corp Aug. 2005-Jan. 2008
Squad Mom (Fall 2007)
4 Responsible for 3 girls in my squad
Order of Omega Jan. 2008-Present
Greek Leadership Honor Society member
Letters of Recommendation

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Creative Communication Samples

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Writing Sample

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Wal-Mart Caught for Hiring Undocumented Workers

The Bureau of Immigration and Customs Enforcement raided various Wal-Mart loca-

tions across the United States on Thursday October 23, 2003. Arrested were “about 250 illegal

immigrants working on cleaning crews at 61 stores in 21 states” (CNN Money, 2003). Wal-

Mart spokespeople said that they were more than happy to cooperate with the officials through-

out the investigation, and they say that Wal-Mart requires their contractors, who they hire for

various maintenance jobs, to hire only legal employees. None of the employees that worked in

the stores were illegal or undocumented workers. Something that could really hurt Wal-Mart

was that “federal law enforcement officials said information from an undercover investigation

revealed that some Wal-Mart executives and some store managers knew of the immigration vio-

lations” (CNN Money, 2003). Wal-Mart avoided criminal charges being pressed against these

executives and said that they did not know about the undocumented workers until the arrests.

In 2005, Wal-Mart settled with a payment of $11 million to the government to use "’for train-

ing and other initiatives that lead to better detection and prosecution of individuals and compa-

nies that prey on undocumented individuals’” (CNN Money, 2005). It is believed that the gov-

ernment won by cracking down on illegal workers by means of illuminating such a large corpo-

ration. Also, people believe that Wal-Mart also won because they showed they are no longer

hiring undocumented workers and they have corrected the wrong they unknowingly did. This is

also beneficial the undocumented workers “because by their cooperation they may have a way

to remain in the United States” (CNN Money, 2005). With the investigation settled, Wal-Mart

seemed to get out of this scandal without too much bad press and without tarnishing their name.

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Media covered this incident from a variety of viewpoints. One article talked about the lawsuits

faced by Wal-Mart from the undocumented workers. “Lawyer Gilberto Garcia said the lawsuit

seeks to represent all the detained illegal immigrants -- many of them facing deportation -- and

builds on a lawsuit filed in the past week in New Jersey's Supreme Court on the behalf of nine

immigrants who had worked for Wal-Mart” (Luna, 2003). The lawsuit was meant to represent

the illegal immigrants and show Wal-Mart’s irresponsibility for not checking the documentation

of its workers. This particular article portrays Wal-Mart in a very negative light as the big cor-

poration mistreating its lower-level employees.

Another article talks about the settlement Wal-Mart and the government made in regards

to the undocumented worker issue. Wal-Mart settled only after “the government concluded its

criminal investigation and announced it would not pursue charges against Wal-Mart or any

Wal-Mart associates” (PR Newswire US, 2005). This article shows that Wal-Mart is cooperat-

ing with the government and portrays Wal-Mart as innocent and unknowing of what was going

on.

Independent contractors used by Wal-Mart to provide floor cleaning services were

knowingly hiring, recruiting and employing [undocumented workers] in violation of Ti-

tle 8 . . . Wal-Mart did not have knowledge, at the time the independent contractors ini-

tially were hired, that the independent contractors knowingly hired, recruited or em-

ployed [undocumented workers] in violation of Title 8 . . Following a thorough investi-

gation, the United States concluded that federal criminal proceedings involving Wal-

Mart, its directors, officers or [associates] would not be appropriate (PR Newswire US,

2005).

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This official statement seems to portray Wal-Mart as an innocent victim of false accusations.

They are taking the blame for hiring undocumented workers and placing it on the contractors

that Wal-Mart hired. This probably made the public feel comfortable with Wal-Mart again be-

cause the governmental conflict they were involved in had been settled.

The Washington Post explained how Wal-Mart could afford to cut prices for its custom-

ers. They suggested that “The Oct. 23 arrest of 250 illegal aliens working for outside cleaning

crews at 61 Wal-Mart stores nationwide underscores another aspect of Wal-Mart's low-price

formula: a fervent effort to hold down labor costs” (ElBoghdady & Schneider, 2003). This sug-

gests that Wal-Mart has no concern for the rules, and possibly that they feel they are above

these rules. As long as they can sell products for a lesser cost than their competitors, they do

not seem to care what rules they break or what other costs they cut back on. This shows Wal-

Mart in a negative light as a corporation out to make money and willing to cut corners in order

to create a maximum profit.

Overall, the media seemed to cover the Wal-Mart hiring undocumented workers inci-

dent mostly in a negative light. After reading numerous articles, it is clear that Wal-Mart’s pub-

lic relations team did do their job to have some of the press on the incident reflect the company

in as positive a light as possible under the circumstances.

Wal-Mart handled this undocumented worker situation by paying $11 million to the

government after they were not criminally charged for anything. The acknowledged that hiring

undocumented workers was a problem and that they do not intend to be caught up in something

like this again in the future, “’We acknowledge we should have had better safeguards in place

to make sure our [floor-cleaning] contractors hired only legal

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workers,’ Mona Williams, vice-president of corporate communications at Wal-Mart said during

a conference call Friday. Williams added that the company has ‘taken steps to put its house in

order,’ like having all floor-cleaning now done by Wal-Mart employees and requiring written

contracts for all maintenance agreements.” (CNN Money, 2005). Wal-Mart has admitted that

illegal hiring went on and has suggested actions, such as having their own store employees

clean the floors that they plan on taking to make sure they are not caught in a situation like this

again. Also, the vice-president of corporate communications for Wal-Mart said that the $11

million settlement fee would be a reminder for all other corporations to follow the rules about

hiring legal workers, “’It is a reminder to businesses everywhere that they have a duty to make

sure their outside contractors are following immigration and labor laws,’ said Williams” (CNN

Money, 2005). Wal-Mart has applied the corrective action tactic here, which seemed to work in

their favor. The public sees that Wal-Mart acknowledged their part in this wrongdoing, and

they see that Wal-Mart took the initiative to take part in the $11 million settlement. The settle-

ment made Wal-Mart look like the “good guy” because they say they want to be a reminder to

others why it is important to not hire undocumented workers.

I believe that Wal-Mart handled the situation very well. Using the corrective action tac-

tic proved to be very beneficial to Wal-Mart. The PR Newswire US article makes Wal-Mart

look innocent and puts the fault in the hands of the contractors that Wal-Mart hired. Interest-

ingly, Wal-Mart hired public relations firm Edelman in the same year that they made their $11

million settlement with the government: “Wal-Mart hired Edelman last year [2005] and, since

then, the firm has developed a number of new public relations initiatives for the re-

tailer” (Barbaro, 2006). I think that this was a very smart

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strategy on Wal-Mart’s part: to hire a big public relations firm in the same year that their big

scandal was settled. Edelman seems to have turned Wal-Mart around in the mind of the public,

from a corporation out to make profits to a corporation that cares about the community.

One of the public relations tactics that would work well for after their scandal was set-

tled would be strategic philanthropy. By fundraising and supporting immigrants who are trying

to make better lives for themselves and their families, Wal-Mart could show that they genuinely

care about this demographic and still support the American dream and lifestyle even after what

had happened. Showing support for underrepresented groups like immigrants helps Wal-Mart

cater to minority and immigrant publics that may have been upset about the undocumented im-

migrant incident.

Overall, Wal-Mart handled the undocumented immigrant incident well. They received

positive and negative press, but in the end they came out on top for settlement they reached

with the government to keep on top of all corporations to make sure they all follow the rules.

Wal-Mart is a huge brand that would not collapse due to one incident like this, but the work of

public relations since the incident appears to be successful.

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