Capstone Project Brief 
House of Dapper
A Strategic PR Transformation

For my Capstone project in the Master of Public Relations program at Full Sail University, I partnered with House of Dapper, a unique barber shop and clothing retailer, to enhance brand visibility, engage with the community, and drive a 20% increase in sales over five months. The project focused on crafting a comprehensive public relations and marketing strategy tailored to House of Dapper'sDapper'sf, building a more substantial social media presence, connecting with community members, and resonating with audiences interested in coffee, culture, and church-related activities.

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Key elements of the project included:

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• Social Media Strategy: Develop a cohesive social media plan to boost House of Dapper’s presence, focusing on content that reflects the brand’s personality and engages its target audience.

• Crisis Communication Plan: Establish a proactive crisis management framework to safeguard the business and prepare for potential challenges.

• Event Marketing and Community Engagement: Designing and promoting community-focused events to increase foot traffic, deepen brand loyalty, and bring local customers into the shop.

• Analytics and Performance Measurement: Setting up tracking metrics to monitor social media engagement, event success, and sales impact, providing actionable insights to optimize the strategy continuously.

 

This Capstone experience enabled me to apply advanced PR techniques in a real-world context. I honed my skills in strategic planning, brand storytelling, and community engagement while providing House of Dapper with a roadmap for sustained growth.