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At Overstock.com, Inc., Isabel Toa was responsible for assisting the internal PR team in all external media and digital content including press releases, website copy for various Overstock departments, and media pitches.   

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She additionally contributed to the philanthropic arm of Overstock.com, Overstock Cares, including monitoring donation requests and expanding humanitarian outreach through strategic campaigns with CSR (corporate social responsibility) partners. 

 

Isabel digitally archived and monitored media mentions and compiled media outreach lists using online programs like AirPR, Google Alerts, Cision, and TVeyes. She participated in weekly meetings with the main public relations team, overarching agency team, and other relevant marketing and corporate teams.

Digital Content

Subject: Overstock narrative
Communication: External
Audience: Consumers
Goal: Provide a unique perspective on Marie Kondo's tidying-up method
Subject: Email copy
Communication: External 
Audience: Interior designers who regularly shop at Overstock
Goal: To convince users to "beta" test a new and upcoming Overstock Pro site
Subject: Company Newsletter
Communication: Internal
Audience: Overstock employees 
Goal: Share a recent 2018 Overstock Cares Project
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Press Releases

Press Releases

Subject: Press Release 
Communication: External 
Audience: Consumers, technology publications, competing retailers 
Goal: Announce Overstock's introduction of AR and 3D capabilities within the company's shopping app Online Link: Overstock.com Launches World’s Largest Omni-Channel AR and 3D Customer Experience in E-Commerce, Pioneering Mixed Reality and 3D Models
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Media Lists

Media Lists

Media list examples are available upon request & are hidden to maintain company confidentiality 

List #1: Retail 
(general example)

Communication: External 
Publications type(s): Lifestyle, Home Goods, Sales, Interior Design
Goal: Provide consistently updated information on relevant publications that would feature Overstock products, storylines, pitches, and announcements 

List #2: XPO Logistics 

(specific example) 

Communication: External 
Publications type(s): Shipping, Technology, Business, Transportation
Goal: Created to provide accurate information on relevant publications that would feature upcoming Overstock shipping announcements regarding product delivery to consumers 

List #3: The Shatter List 

(specific example) 

Communication: External 
Publications type(s): Women in Business, Technology, Business, Corporate Executives, Features
Goal: Created to provide accurate information on relevant publications that would feature stories about Overstock's philanthropy work, company culture, and/or environmental impact
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Pitches

Pitches

Subject: The Shatter List email pitch
Communication: External
Audience: Publications/editors from specific media list 
Goal: Invite editors to cover Overstock's recent recognition as one of 45 local technology companies to shatter the glass ceiling for women in the workplace 
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Awards

Awards

(online submissions)
Subject: 20 under 40 award
Communication: External
Organization: Loyalty360
Goal: Nominate Overstock's VP of Customer Care as one of the industry's most accomplished and promising leaders within the Loyalty360 community
Result: Individual received one of 20 awards rewarded
Subject: APPY award
Communication: External
Organization: Media Post
Goal: Nominate Overstock's mobile shopping app as the best in tech innovation and customer satisfaction
Result: Won Media Post’s Appy Award for Best Retail App
Subject: 2019 Best of State award
Communication: External 
Organization: Best of State 
Goal: Nominate Overstock for a 2019 Best of State award
Result: Won Best of State in General Merchandising
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Other

Other 

(executive biographies, project briefs, etc.) 
Subject: Biography
Communication: Internal/External 
Who: VP of Product Management 
Goal: Provide accurate and updated information about Overstock executives 
Subject: General inquiry
Communication: External
Audience: High school student(s)
Goal: Provide accurate information about Overstock's involvement with AR technology
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