News Release
For this assignment, I was given basic information for a hypothetical company and used it to write a news release explaining their new project.
Kansas River Mills News Release
For Immediate Release
March 6, 2025
Kansas River Mills Presents Solar Energy Farm to Enhance Sustainability Efforts
PITTSBURGH, PA–Kansas River Mills (KRM), a subsidiary of Allegheny Alliance, proudly announces the development of a new solar energy farm in Edgerton, Kansas. The $4.5 million renewable energy construction project will power its Overland Park production facility. It was announced at the Allegheny Alliance Annual Meeting on October 5. This will be KRM’s first company-built renewable energy project, expected to provide 85% of the facility's energy needs by June 2026.
The solar farm, 55 acres west of Edgerton, marks a recent milestone in KRM’s GREEN (Growing Responsibility to the Environment through Energy Networks) initiative. The farm will have 2,800 photovoltaic panels and a capacity of 4.2 megawatts, aligning with the company’s long-standing commitment to reducing its environmental impact. Margarita Ramirez, Senior Vice President of External Relations at KRM, emphasized the company's commitment to sustainable operations and mentioned that the project will promote local economic growth and encourage the adoption of green energy in Kansas.
“While the work of protecting our planet is never done, we’re motivated to continue growing the positive impact of our sustainability efforts at Kansas River Mills. Our company is committed to caring for the communities where we’re located and to ensuring those communities stay healthy and vibrant for generations to come,” said Andrei Kampo, Kansas River Mills’ President and Chief Executive Officer.
The new facility will enhance KRM’s operations and supply clean energy to surrounding communities, highlighting the company’s broader commitment to sustainability and environmental responsibility. “Kansas is home for may of our team members at Kansas River Mills. With the Edgerton Solar Farm, we will produce energy not just for our production facility in Kansas, but also for local communities to use. We’re excited to announce that a portion of the energy harnessed at this solar farm will be available to our neighbors in Kansas,” said Margarita Ramirez, Kansas River Mills’ Senior Vice President of External Relations.
The Edgerton Solar Farm will benefit the region economically, generating millions in local investment and supporting 35 construction jobs. “This will have a huge impact on the Kansas job market. We will be placing $4.5 million into the local economy during the construction phase alone,” said Kenneth J. Mohler, Kansas River Mills’ Senior Vice President of Finance.
About Kansas River Mills
Kansas River Mills, a subsidiary of Allegheny Alliance, produces office papers, cardstock, and stationery and is a US-licensed Weiß Schwarz collector. With production facilities in Kansas, Oregon, and Georgia, KRM employs over 9,000 people nationwide and is committed to sustainability through its GREEN initiative.
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For More Information Contact:
Karla Lessing
Communications Manager
Kansas River Mills
Phone: (555) 123-5555
Athlete Brand Analysis Report
For this assignment, I researched an athlete and analyzed their brand identity and image. Then, I created a brand positioning statement for them and analyzed their social media presence.
The athlete I chose for my brand analysis report is Katie Ledecky. Katie Ledecky is one of the most profound female swimmers in the world. She has 14 Olympic medals, over 20 world championship medals, has broken 16 world records, and 37 American records (mostly her own) (Ledecky, n.d.). Ultimately, fans of other sports who know next to nothing about swimming know who Katie Ledecky is.
Brand Identity
Ledecky swam at her first Olympic Games when she was just 15 years old. In total, she has competed at four Olympic Games and has been the star of women's swimming. Her experience of being an exceptional athlete for such a long time has shown her fans her perseverance, humility, and dedication. She is known for her work ethic and focus. In an NBC interview, Ledecky talked about how she trains with the U.S. men's team to gain that extra edge, highlighting her values of inclusivity and not backing down from a challenge (Hyatt, 2024). In this, she aims to inspire young female athletes to believe that if boys can do it, why can't I?
Brand Image
In addition to her accomplishments and her identity as an athlete, her brand image is as authentic as they come. Ledecky's long list of achievements in long-distance events has earned her the label of the “GOAT” of women's swimming. In addition to her athletic accomplishments, she was awarded the Presidential Medal of Freedom by President Biden in 2024 for her contributions to the country (McCarvel, n.d.). Furthermore, she doesn't let her fame blind her to her values. Ledecky is involved with various charities like “Wounded Warriors,” “Athletes for Hope,” and “Shepherds Table,” to name a few (United States Government, n.d.). Her actions in philanthropy have enhanced her visibility and connection to her fans. When it comes to her social media,a Ledecky posts insights into her lifestyle and makes her followers feel close and connected to her.
Brand Positioning Statement
Katie Ledecky's commitment to her values and accomplishments in and out of the pool have made her a golden role model in women's sports. Ledecky's unmatched work ethic and focus on her sport have allowed her to achieve the most Olympic medals of any female athlete. Her perseverance, authenticity, and community values make her stand out compared to other athletes.
Social Media Analysis
Firstly, I looked at Katie Ledeckys Instagram. This is her social media with the biggest following. Overall, she has 597 posts, 915K followers, and is following 996 accounts. Her bio includes some of her accomplishments like “4x U.S. Olympic Swimmer,” “9x Olympic Gold Medalist,” “21x World Champion,” “Stanford grad,” “#TeamTYR,” “Author of NYT Bestseller Just Add Water,” and links to her book, charities, and partnerships. The first post that you see when going onto her Instagram profile is a pinned post promoting her book. Many of her posts showcase her partnership deals with brands like Athleta, La Ctoix, and Core Power. A few posts down, you see a post where Ledecky is speaking at a Montgomery County Council event, where they are honoring her. All of her posts are very authentic to who Katie Ledecky is as a person. Even her paid partnership posts have authenticity to them. The content is very unfiltered, showing how Ledecky is in real life. Many of her posts are from the pool, whether it is from competing or practicing, reinforcing her image of hard work and dedication.
Her second biggest following is on X (Twitter) with 222.1K followers she follows 654 accounts. Additionally, her X has the same bio as her Instagram. She doesn't post as frequently on this platform as she does on her Instagram, and many of her posts include reposts from other accounts. Her posts include posts of her on different accounts. Looking at her account on this platform makes me conclude that her X is just for sharing and promoting the events and interviews she has had with her followers. Her presence on this platform reinforces her brand image by showing all she does for her community.
The last platform I looked at was TikTok. On this platform, Ledecky has 79.3K followers and is following 37 accounts. This account has the least amount of post frequency, given that she only has six posts. The content includes montages of her experience at the Paris Olympics, behind the scenes in training, paid partnerships, and promotion of her book. Her activity on this platform shows her authenticity once again, having the post be very unfiltered, creating a community among her followers.
Overall, her presence on her profiles was consistent throughout all of her social media accounts. You can tell that she might not love posting on social media or posting content that doesn't feel like herself. Because of that, all of her content makes you feel like you are truly a part of her life. Additionally, the tone and message of her content align with her brand messaging, showcasing her humility, hard work, philanthropy, and authenticity.
From my research on Katie Ledecky, I have learned the importance of being authentic when it comes to your brand image and brand identity. Besides the numerous interviews and articles about Katie Ledecky, you can see firsthand that she is a hardworking and dedicated athlete who also doesn't let her fame blind her away from what she believes in. From looking at her social media platforms, it is clear to see that she is a down-to-earth person. Ledecky knows her life revolves around swimming, so all the products she endorses are products that she actually uses and likes. This is important to see from an audience perspective because many athletes will post any product if they are getting paid. Regarding my brand I would like to implement Ledeckys ’ hard work and authenticity. Being authentic is the best way to promote yourself to a brand or your fans. Authenticity is something that Katie Ledecky wins.
References
Hyatt, G. (2024, June 10). Olympic gold medalist swimmer Katie Ledecky talks legacy, training with men's team ahead of Paris Games. NBC News. Retrieved November 4, 2024, from https://www.nbcnews.com/news/sports/katie-ledecky-olympic-swimming-paris-book-rcna154909
Instagram. (2024). Katie Ledecky. Instagram. Retrieved November 2, 2024, from https://www.instagram.com/katieledecky/?hl=en
Katie Ledecky. (2024). TikTok. Retrieved November 2, 2024, from https://www.tiktok.com/@katieledecky
Katie Ledecky. (2024). X. Retrieved November 2, 2024, from https://x.com/katieledecky?lang=en
Ledecky. (n.d.). Katie Ledecky - Olympic & World Champion Swimmer. Retrieved November 2, 2024, from https://katieledeckyswim.com/
McCarvel, N. (n.d.). Swimming: Katie Ledecky awarded U.S. Presidential Medal of Freedom. Olympics. Retrieved November 4, 2024, from https://olympics.com/en/news/katie-ledecky-awarded-usa-presidential-medal-reedom-highest-civilian-honour-swimming
United States Government. (n.d.). Kathleen Ledecky. Maryland State Archives. Retrieved November 4, 2024, from https://msa.maryland.gov/msa/educ/exhibits/womenshallfame/html/ledecky.html
Nike Brand Analysis Report
This assignment shows my findings from my analysis of how Nike built a powerful brand through purpose, storytelling, and cultural impact, and what we can learn from it.
Company Overview
Nike is one of the most popular athletic and streetwear brands today. Formerly Blue Ribbon Sports, the company was founded and rebranded into Nike in 1971 by Phil Knight (Meyer & Rodini, 2024). The company started as a footwear company, and shoes are still their most popular product today. However, over time, they have released athletic apparel for many sports and lifestyle apparel like T-shirts, Hoodies, etc. Today, Nike sponsors some of the world's greatest athletes across many different sports, like Serena Williams (tennis), Tiger Woods (golf), and Lebron James (Basketball), just to name a few (Nash & Bucalo, 2023).
Although Nike started as an athletic shoe and apparel brand, it has made a lot of noise in the fashion industry. The company has made a mark in streetwear style to the point where Nike sneakers are seen every day, no matter where you are. In recent years, Nike has partnered with many companies and musicians, such as Louis Vuitton, Travis Scott, and others.
Evidence of company success and brand equity
Nike is a statistically strong brand. Although the company is up to date with recent trends, its new products create trends, helping it stay relevant and on top. In the past ten years, its annual revenue has increased from 27.8 million (2014) to 51.4 million (2024) (Tighe, 2024), with its footwear accounting for 68% of the total revenue (Sher, 2024).
Market shares fluctuate frequently based on economic factors and consumer trends; however, Nike has consistently stayed on top compared with competitors like Under Armor, Puma, and Adidas.
According to Investing.com, emerging markets have contributed to Nike's revenue, and the company’s growth in other countries will be a huge factor in their future success (Sher, 2024). In the past year, Nike's stock price has been close to $100 per share, with its lowest price in the 70s per share in July 2024 (NIKE, Inc. - Investor Relations - Investors - Stock Information, n.d.). The main factor was the 2024 Paris Olympics, when athletes sponsored by other competitors won track and field races instead of Nike athletes (Silbert, 2024).
Brand Identity, Brand Image, and Brand Position
Nike's brand image, identity, and marketing strategy are ones that many new brands can learn from. Nike has a very distinct visual identity with its “Swoosh” logo. The logo itself is simple but bold and black, and is one of the most iconic logos in the world. In addition, Nike’s slogan “Just do it” appears on many products Nike has with the swoosh. “Just do it” represents the company's core values, pushing through boundaries and confronting fears (Udegbunam, 2024).
Nike's brand image and marketing strategy stem deeply from its core values. In most ads and promotional posts, Nike tries to inspire its audience rather than focus on selling a specific item. An example is the “Dream Crazy” ad with Colin Kaepernick. The ad broke down barriers and advocated for racial justice (Guide, 2024). Nike has created a brand that doesn't just focus on selling products, which differs from companies today. The meaning behind Nike shows that the company isn't just an athletic brand. It's a lifestyle. Whether you're a professional athlete or just wearing clothes for style, Nike provides people with a judgment-free community that stands up for societal issues and inspires self-belief.
In conclusion, my research on Nike’s brand has made me realize that the message behind the brand is more important to the company's success than just focusing on supply and demand. Additionally, creating a unique yet personable personality for your brand can foster loyal customers and a community behind it. From their partnerships to their ads, it's no wonder that Nike is one of the most popular brands in the world, and I don't think that will go away any time soon. From a personal standpoint, I have always loved Nike. Of course, I might have been biased since they sponsored my dad. However, researching the brand itself has made me want to take tips and tricks for my brand. For example, one of Nike's most important things from a marketing standpoint is having a meaning behind everything they do. This has helped me think about my brand, not tailoring to a specific group of athletes but a specific group of people who share the same values as me. Nike's brand image, identity, and position are ones that I think every brand should apply.
References
Guide, S. (2024, February 16). The Impact of Nike's 'Dream Crazy' Campaign — WIDD NETWORK. WIDD NETWORK. Retrieved September 30, 2024, from https://www.widdnetwork.com/article-series/dream-crazy#google_vignette
Meyer, J., & Rodini, L. (2024, May 30). History of Nike: Company timeline and facts. TheStreet. Retrieved September 30, 2024, from https://www.thestreet.com/lifestyle/history-of-nike-15057083
Nash, C., & Bucalo, A. (2023, August 9). The Biggest Nike Athletes. ONE37pm. Retrieved September 30, 2024, from https://www.one37pm.com/sports/biggest-nike-athletes
NIKE, Inc. - Investor Relations - Investors - Stock Information. (n.d.). Nike Investor Relations. Retrieved September 30, 2024, from https://investors.nike.com/investors/stock-information/
Segran, E. (2017, February 15). How Nike Became A Fashion Powerhouse. Fast Company. Retrieved September 30, 2024, from https://www.fastcompany.com/3068182/how-nike-became-a-fashion-powerhouse
Sher, D. (2024, August 21). Nike Facts & Statistics. Investing.com. Retrieved September 30, 2024, from https://www.investing.com/academy/statistics/nike-facts/
Silbert, J. (2024, August 9). With or Without Olympics Gold, Nike Always Wins. Highsnobiety. Retrieved September 30, 2024, from https://www.highsnobiety.com/p/nike-revenue-2024-olympics/
Tighe, D. (2024, August 5). Nike annual revenue worldwide 2024. Statista. Retrieved September 30, 2024, from https://www.statista.com/statistics/241683/nikes-sales-worldwide-since-2004/
Udegbunam, S. (2024, May 30). True Meaning Behind Nike's “Just Do It” Slogan. Medium. Retrieved September 30, 2024, from https://medium.com/write-a-catalyst/true-meaning-behind-nikes-just-do-it-slogan-42c99d55c5a1