Communications PlanCristina VaqueiroIrene GeorgeYouyuan KongLaura Viglione

By:

1. Executive Summary2. Communication Challenges3. Goals and Objectives4. Target Audiences5. Key Messages6. Tactics7. Deliverables Overview8. Detailed Deliverables:

a. Social Media b. Media Outletsc. Producer Trade Publicationsd. Partnershipse. Press Roomf. Festival Calendarg. Potential Client Analysish. Sample Pitches, Op-Ed, Article and Blog Postsi. Marketing Brochure

9. Questions & Answers

Agenda

In The Lights is a PR boutique firm located in the heart of NYC, with the expertise and potential to help grow its clients in the arts industry. The company has an average of 5-10 employees and usually outsources depending on project’s needs. Their overall mission is to develop innovative communication strategies to help position their clients effectively

❖ Dance❖ Music❖ Theatre ❖ Culture❖ Entertainment❖ Culinary Arts❖ Health & Fitness

Executive Summary:

● The firm’s competitive advantage is the acquired experience in the field and its premium PR tools

● The overall objective is to position the company as an expert and leader in the field by increasing its brand awareness locally, nationally, and internationally

● Position current clients as loyal advocates and brand ambassadors

● Expand client portfolio and explore new opportunities within the Arts industry

Executive Summary:

We believe that if In The Lights implements our proposed strategies and integrates digital branding, resonating messages, engaging content and a dynamic public relations campaign, the agency will experience significant growth in the desired industries.

Overall Strategy:

○ Foster strategic relationships and partnerships based on trust and credibility

○ Implement an internal communications program to: a) Track and monitor upcoming events in the industry b) Meet, discuss, and research key insights/trends

c) Apply social media monitoring tools and applications

Executive Summary:

Overall Strategy (continued):

○ Reach target audiences and relevant stakeholders by gaining media coverage/placement in targeted outlet categories such as culinary magazines, dance programs, consumer/lifestyle publications, and fitness magazines

○ Position In the Lights as a leading lifestyle PR agency, specializing in Dance, Music, Theatre, Culture, Entertainment, Culinary Arts, Health, and Fitness

○ Position staff members as brand ambassadors and experts in the PR / Arts

industry by creating a customized multi-media plan that resonates and appeals to its target audiences

Executive Summary:

1. Strategically presenting In The Lights as an expert communication’s forum that speaks to multiple sectors of Theatre, Arts, Culture, Fitness, and Culinary - with the goal of positioning In The Lights as a full service PR agency that represents all sectors under that Arts & Culture umbrella

2. New Business Development- Land larger clients and engage the entire In The Lights team in the process of securing and on-boarding new clients / leads

Communication Challenges:

3. Communicating and staying current via Social Media Channels by diving deeper than the popular “vanity metrics,” by turning those likes and followers into tangible KPI i.e. ROI, references, referrals, & new clients (promoting virality and organic growth through participatory and engaging content)

4. Communicating through tangible & intangible materials such as brochures and blog posts on a more consistent and frequent basis so that In The Lights is on top of industry and current affairs

Communication Challenges:

Goal 1: Position In The Lights as an expert among current and potential clientsObjective 1: Increase overall share of voice by 20% over the next 6 months

Goal 2: Increase brand awareness within the Theatre, Arts, Fitness and Culture sectorsObjective 2: Increase digital media placement by 10% over the next 6 months

Goal 3: Expand and enhance In The Lights’ social media presence to boost influencers and engagementObjective 3: Leverage additional social media platforms to increase followers by 15% in the next 6 months

Goal 4: Turn fads into mainstream long-term trendsObjective 4: Develop creative ways for organizations to discover In The Lights through different touch points and increase business leads by 10% within the next 6 months

Goals and Objectives

Current Clients & Employees

Target Audiences: Internal

Amber Henrie Kimberly Giannelli Geena Russo

● Next Generation Dance Community: Trying to expand organically in the theater market and appeal to millennials because the older generation is fading out

● Fitness: Apply glocal practices, which involves thinking globally and acting locally with a vision to expand nationally or internationally in the long term. Personalities that focus on specialized genres rather than training programs. e.g. Dance Body / Junior Bollywood video that gained national presence through participatory online content

● Culinary: Tap this market through social media strategies and food network shows to be able to connect with this specific industry

Target Audiences: External

Partnerships, film festivals, food and wine festivals, dance and fitness competitions, and/ or events, theatres, LGBT NY, SAG, AFTRA

Target Audiences: Connected

1. In The Lights is fully staffed with expert PR practitioners specializing in the arts, theatre, dance, culinary and fitness industries. We love working with our clients and are passionate about discovering emerging artists both locally and internationally.

2. We provide strategic solutions through a wide range premium set of communication tools and leverage new trends along the way. We understand that the arts is a creative way of expressing one’s unique vision.

3. We aim to become accessible to everyone who shares our passion and vision for the arts. We are focused and committed to our clients as well as their audiences. We believe in engaging with them through every touchpoint and optimizing resources to able to communicate in the most effective and efficient way possible.

Key Messages

1. PR Social Media Campaign

2. Media Relations Plan

3. Women Entrepreneurship Placements: “Amber in the Lights”

4. Website Press Room

Tactics

● Social Media Editorial Calendar● Key Bloggers and Influencers● Key Media Outlets and Trade Publications● Partnerships● Website Press Room Mock Up Content● Festival Calendar● Sample Article● Potential Client Analysis● Sample Pitches● Sample Op-Ed● Marketing Materials

Deliverables Overview

Table of Contents

Social Media:○ Key Influencers Outreach○ Key Blogs Outreach○ FB, Instagram, Periscope and Snapchat editorial calendar○ Festival Calendar

Media Relations Outreach:○ Key Media Outlets○ Strategic Partnerships○ Potential Clients

Website Press Room Mock Up Content: ○ Mock-Up Blog Post Samples○ Q&A○ Pitches

Deliverables

Deliverables Featured Article:○ Celebrity and arts influencers endorsement

Sample Pitches:○ Amber in The Lights○ In The Lights

Sample Op-Ed:○ LGBT community inclusiveness

Marketing Materials:○ Company brochures

Table of Contents

Social Media Audit❖ TWEETS: 3,735❖ FOLLOWING: 3,054❖ FOLLOWERS: 4,002❖ LIKES: 1,327❖ LISTS: 4

❖ LIKES: 653❖ No more than 11 likes on a single post since April❖ Most liked content was of food and travel: Trip with clients,

GirlMeetsFood and ManAboutWorld, on media tour❖ Averaging 2-4 likes per post

❖ FOLLOWING: 941❖ FOLLOWERS: 476❖ POSTS: 393❖ Out of 34 posts, current average # of likes/ post: 19.85❖ Out of 8 video posts, current average # of views/ post: 44.25

Table of Contents

TWITTERLOW priority platform

3 x day = 21 x week = 84 x month2 Brand x day = 14 x week = 56 x month

1 retweet x day (except on two low viewing days x month) = 28

9 a.m. – 5 p.m. Community Management According to MartketingHire.com:• The best times to Tweet are from 1-3pm, with a peak time being Wednesday at 3PM• At least 1 Brand Tweet will be posted a day during that time frame• The worst days and times to post a Tweet is Friday after 3PM• Retweets will not be posted on the second and fourth Friday of each month

Social Media:

PeriscopeMEDIUM priority platform

2x week = 8x month

Some interesting statistics According to www.dnntribune.com, • Estimated 11 million Periscope users around the world• 2 million of who are “daily, active” users • 375,000 hours of video are streamed daily• Approximately half of all users fall into the 25-34 age demographic

Social Media:

Table of Contents

FACEBOOKMEDIUM priority platform

4 x week = 16 x month

9 a.m. – 7 p.m. Community Management According to MarketingHire.com: • Facebook ads during the week between 1-4pm have the highest click throughs, with a peak time being

Wednesday 3PM• Of the 16 campaign ads, 1 Facebook ad will be posted each Wednesday at 3PM • The remaining 3 ads will be posted on Monday, Friday, and Sunday between 1-4pm

Social Media:

Table of Contents

INSTAGRAM - CAMPAIGN HOSTHIGH priority platform

3 x day x 21 x week = 84 x month2 Brand x day = 56

1 regram x day (except on two low viewing days x month) = 28

24hr Community Management● 2 a.m. and 5 p.m. are the best times to post ● Wednesday is the best day to post● The 3rd post will be at 10 p.m., to receive the highest engagement rating● Monday is the worst day to post, therefore, every first and third Monday of each month a regram will not be

posted

Social Media:

Table of Contents

Top Theater Blogs to Follow: Independent Theater Association of NYC: Many influential bloggers that work within one prestigious organization

● Blogs and views about thousands of theater productions that focus on commercial and non-profit theater

● Big Broadway musicals performed in Times Square● Off-broadway shows on the Lower East Side of NYC● International Theater Productions● National Theater Productions● Some of these bloggers are actual producers themselves, reviewers, ● One of them is a featured American blogger that lives in London and reviews plays

specifically in the UK,● Other bloggers that are featured in niches throughout the USA● Some are featured writers for huge media publications like Huffington Post CBS

Chicago, and the Edge Network just to name a few

Top Theater Blogs to Follow (continued):

● Various Independent Top Theater Bloggers (Theater blogs by unique monthly visitors)

■ BroadwayWorld.com Feautred Content = 771,378 monthly visitors■ StageBuzz.com= 2,659 monthly visitors■ Groundling= 1,816 monthly visitors■ Jersey Boys Blog = 564 monthly visitors■ Lois Backstage = 289 monthly visitors■ Photo Sister = 158 monthly visitors■ Theater Aficionado at Large = 120 monthly visitors■ Ranked by www.blogometrics.com-great resource for popular blogs based on

important metrics and when you’re thinking of media placement and exposure and reach of the In the Lights Firm

Fitness Bloggers & Influencers: Key Industry Trends

● Identifying Current Key Trends in the Industry: Potential New Leads to Go After

Popular Fitness Programs in 2016

● Faith Based Fitness Programs - Going after non-mainstream bloggers that may not have huge massive followings but are gaining momentum within the industry may be a smart place to start and grow In the Lights new business

● Boutique Studios - Customized fitness experiences,like the SPARTAN RACE, very popular because they can’t be replicated in the gym

● Educational Fitness workshops - Really popular amongst the average fitness consumer- barbell strength training, high-intensity weightlifting workout programs and Olympic weightlifting is becoming increasingly popular

Fitness Influencers: Increasingly Popular Fitness/Dance Trends/Classes

● 4 Major US Cities: NYC, Miami, Los Angeles, & Chicago

○ New York: Soul Cycle-Soul-Cycle.com○ New York: Hip Hop/Funk-BroadwayDanceCenter.com○ New York: Brooklyn Bridge Boot Camp-BrooklynBridgeBootCamp.com○ New York: Hot Figure 4-PureYoga.com

■ Created by a former professional ballerina Kare Albarelli where it’s like Hot Yoga because the temperature is set at 105 degrees and she conducts her classes

○ Miami: Dance Street Lab-TheSportsClubLA.com Latin rap, Jamaican reggae, and salsa are combined in an hour long class

○ Miami: Power Yoga-GreenMonkey.net○ Los Angeles: BUTI-ButiFitness.com, Blend of yoga, strength training, and tribal

dance, and butt shaking moves○ Chicago: WERQ-Werq.co-Mix of Top 40 rock, pop, and hip hop and jazz

Fitness Bloggers & Influencers: Top Fitness Blogs to Keep an Eye On

● Sporteluxe: Blog by Bianca Chea, a lifestyle blogger with an emphasis on health. Industry experts weigh in, useful tips and expert opinions, other topics include health, fitness, lifestyle, fashion, and beauty

● B.Livewear: Created by Belinda Norton-Smith, a healthy mommy blogger which attracts tons of moms who may own their own businesses, or are brand ambassadors themselves and want products endorsed by this influential so a great resource for potential new clients

● Workout Mommy: Lisa, a mommy blogger, and certified personal trainer who may attract moms and companies that may want her to endorse products

● The Fitnessista: Gina loves food and writes all about it alongside her fitness stories

● The Skinny Confidential: Created by Lauryn Evarts, a lifestyle blogger in San Diego, CA, with a focus on wellness and finding balance between fitness, health, relationships, & fashion

● Fit Chick in the City: NY Based blog that features posts about her fitness journey as a runner, workout tips, for people who specifically reside in NYC

Culinary Bloggers & Influencers: Blogs to Keep an Eye On

○ Top culinary blogs to follow: Global & USA Ranked■ Serious Eats → http://seriouseats.com/■ The Pioneer Woman Cooks→ http://thepioneerwoman.com/cooking/

○ Top Chef Blogs: Celebrity & Non-Celebrity Blogs○ Network TV Blogs: The Food Network Blog/Food Channel Blog/Kitchen Food

Network○ TV Shows or Personality Blogs:

■ Rachel Ray■ Gordon Ramsey■ Buddy Valastro■ Wolfgang Puck■ Ming Tsai

○ Industry Source: American Food Blogger→ http://americanfoodbloggers.com/

Pitching for an Event

Who: Mr. DavenPort, wrote the blog, the Producer’s Perspective

What: In the Lights Coming Out Party

Where: Bryant Park or the New York Botanical Garden (larger venues) Soho Loft or the Meeting Loft downtown Manhattan (intimate/cozier venue option)

When: September 8, 2016

Why: ● Partner with Mr Davenport, a member ,producer, and blogger from the Independent Theater Association of NYC● Feature all of our firm’s employees, past clients , our social media followers, and a raffle giveaway● Feature Mr. Davenport as a keynote speaker● Have Mr. Davenport invite people from his network: other influential bloggers as well as high-level producers● The idea behind the event was to organize a coming out event where In the Lights would essentially be introduced to

new people, specifically other producers or high-level industry people who may not have otherwise known about our firm and at the same time are spreading the word about their theatrical productions

Weekdays Week 1 Week 2 Week 3 Week 4

Monday Facebook- Post a question related to a Broadway show. First one that answers the question for “What is your favorite part in the Lion King Broadway show?” You will automatically be entered to win a ticket to the XYZ Broadway show

Snapchat- Introduce yourself, your company, your mission, and blog and socialize the video on facebook to attract followers to your snapchat channel

Periscope- New business teaser while you’re in the office talk about a new area of business that you’re excited about getting into

Tuesday

Wednesday Tweet out a reminder to come say hello at our booth at the Fringe Theater Festival between 3-5 p.m.

Instagram -caption contest. Post an artistic picture and ask people to caption it

Twitter Takeover by a local fitness personality where you can tweet chat with a top rated fitness mom

Thursday Snapchat-The Battery Dance Festival where you might even be bold enough to show off your own dance moves

Friday Snapchat -walk around and take exclusive sneak peak clips that you would only post on snapchat of the event that you’re attending

Periscope-arrange for some of the dancers participating in the event or of the host of the event and interview them about their experiences

SOCIALMEDIA

EDITORIALCALENDAR

Why SEO?

● Search Engine Optimization, or SEO- According to www.searchengineland.com, it’s defined as “the process of getting traffic from the free, organic, or natural results or search engines.”

● Top 5 Pros:● SEO delivers a continuous flow of free and targeted traffic● SEO gives your business exposure to people who are seeking solutions● 70% of people will click on the organic results that the SERPs (Search

Engine Results) will display● SEO generates traffic where there is great chance of conversion● SEO sets you up as an authority in your niche

Why Not SEO?● Top 5 Cons:

● SEO does take time as there are many factors that affect your rank and position on the Search Results Pages (SERPs)

● SEO does NOT guarantee first page ranking & most people don’t look past the first page

● SEO does NOT provide you full control because no one really understands how the algorithms work

● SEO is NOT completely a free digital tool, it does require you to really think about content and backlinking, and various techniques to ensure that your content will interest the consumer

● SEO can be risky, risk of being penalized because there are constant updates are being made and sometimes SEO Campaigns are affected in a negative way by these changes

SEO Best Practices:● Choose the Right Keywords - Choose keywords that will drive qualified leads to your

website, leads that are genuinely interested and most likely convert as a result of landing on your page, this will increase your chances of being ranked higher amongst your competitors

● Optimize Your Website-making sure that your navigation, internal links, your meta tags titles, and content are in its best state

● Content, Content, Content- write naturally for your targeted audiences, think in terms of how and what they would search for, the content that you feature on your page should theoretically match the keywords that you choose, search engines will ignore your website if they feel that it’s not in the user’s best interest

● Link building-a great SEO Strategy, finding authoritative websites, earning link placements on those sites, and creating content that is worthy of links

● Conversions & ROI- Traffic is key, ranking is key, but ultimately results and revenue is the goal and great SEO will achieve this

Potential ClientsSoulCycleLocation: New York (17 studios)

Introduction: SoulCycle is an indoor cycling cult, and an aspirational fitness lifestyle brand. It has taken spinning class to a higher level by building a powerful and spiritual image among competitive fitness industry. The company’s mission is “Take Your Journey. Change Your Body. Find Your Soul.

Target Audience: fitness enthusiasts (According to SoulCycle staffs, 80-90% of their members are female, aging from 18-54), with an annual income of $85000+

Service: spinning exercise class

Price: 20-30 per class

Potential ClientsSoulCycle

Social Media: Twitter (17.8K followers, 8.85k tweets), Instagram (185K followers, 1267 posts), Facebook (86,926 likes)

Potential: 1. SoulCycle is one of the most trending studios in fitness in New York City now.

2. The company is in need of building a brand image that it is not only a fitness studio, but also provides communal experience that is trendy and energized.

3. SoulCycle has the ambition to expand, and increasing the number of studios. The company needs public relations experts like In The Lights to help them boast the retention among customers and increase both social media and traditional media coverage.

Potential ClientsCity WineryLocation: 155 Varick St, New York, NY 10013

Introduction: City Winery is a wine bar with Mediterranean food, an on-site winery, retail shop and

acclaimed lie music space based in Manhattan. It is the first restaurant and working winery that combines music,

film and wine events in New York City, pairing culinary experience with cultural experience.

Target Audience: Wine enthusiasts with a comfortable Manhattan lifestyle and passion on music and film.

Income: $90000+ annually

Service: Food, wine service, film and music events

Price: $20+, depends on the services

Potential ClientsCity Winery

Social media: Twitter (1.33K followers, 5830 tweets), Instagram (5420 followers, 1378 posts), Facebook (31,128 likes)

Reasons:

1. City Winery provides unique services that combine culinary experience and cultural experience, which requires professional

event planning skills.

2. City Winery is in need of public relations professionals like In The Lights to disseminate the information about events, such as

pitching social media influencers, creating press releases and so on

3. It is also in demand of improving engagement on social media to raise awareness of the winery’s philosophy, and applying new

social media platform, such as snapchat and periscope

Potential ClientsAjna DanceLocation: Pearl Studios, 500 8th Ave, New York, NY 10001

Introduction: Ajna Dance is a New York based dance company that specializes in contemporary and classical Indian dance,

sharing Indian culture through weekly classes and performances.

Target Audience: Dance enthusiasts who want to experience and have interests in Indian culture

Service: Weekly Dance Classes in New York, Workshops in Schools, Private classes, choreography and workshops for

Individuals, Groups & Parties/Events,Wedding services, Professional choreography for film, television, theatre,

award shows and live events, Professional performances by the Ajna Performance Company, Online classes and

choreography, Corporate workshops and performances

Price: Depends on the services

Potential ClientsAjna Dance

Social Media: Twitter (420 followers, 803 tweets), Instagram (594 followers, 328 posts), Facebook (2,527 likes)

Potential:

1. As a start-up company, Ajna Dance needs public relations experts in dance field to help them build a strong brand image, and raise

attention from the public.

2. The company is lack of social media posts and engagement, such as followers, likes, and shares. It is in need of experienced social

media experts, especially in the dance and cultural area to help them boost the engagement.

3. Ajna Dance needs more local media coverage, which is in demand for experienced public relations agency like In The Lights to

pitch for them.

Potential ClientsPlaywrights HorizonsLocation: 416 W 42nd St, New York, NY 10036

Introduction: Playwrights Horizon is a writer's theater dedicated to the support and development of contemporary

American playwrights, composers and lyricists, and to the production of their new work.

Target audience: Theatre enthusiasts, theatre artists

Services: Shows, musicals, plays, theatre art program and events

Price: Depends on the service

Potential ClientsPlaywrights HorizonsSocial media: Twitter (3.08k followers, 4,246 tweets), Instagram (2931 followers, 355 posts), Facebook (32,711 likes)

Potential:

1. Playwrights Horizons is one of the most prestigious theatres in New York City.

2. It is known for producing new works, which requires public relations as an effective tool to help spread the word and

increase publicity before debuting the new shows.

3. As a theatre company, more visualization is needed on social media, and new social media platforms like snapchat and

periscope should be applied to attract more audience.

4. Working with In The Lights could bring more business opportunity to the company, such like collaborations, events,

etc..

Media OutletsMedia Outlet Section Reporter E-mail

Art and Theater Lisa Birnbach thearts@nytimes.com

Culture Richard Brody themail@newyorker.com

News Courtney Bowers acogan@dancemedia.com

Production Notebook Features

Eliza Bent at@tcg.org

Behind the Scenes Heather R. Johnson info@listenmusicmag.com

Featured Stories Emma Cosgrove info@ediblemanhattan.com

EntertainingAround the World Network

Mary Ellen Ward fwreleases@timeinc.com

Industry Professionals Orlette Ruiz contact@castingnetworks.com

Production Trade Publications● Backstage: The Actor’s Resource. Links producers with actors in LA and NY

● atPlay Dramatists Play Service: Publication about new plays and industry news

● Dramatics Magazine: Articles on acting, directing, design, profiles, insights, new plays, book reviews, NY production news

● LA411.com: Production resources for film, TV, commercials, video and music production. Serves mainly LA, NY, and Chicago

● Theatre Bay Area Magazine: Casting/trade magazine formerly called callboard

Production Trade Publications

● The Stage: Theater, dance, opera, TV and radio reviews and industry news

● Stage Magazine: Publishes press releases, openings, reviews, connects talent

● Speakeasy WSJ: Wall Street Journal’s entertainment blog

● DC Theatre Scene: Stage guides, onstage news & reviews, offstage lookbooks, industry ideas & insights

● PR Week, AdAge, Newsweek, Mediactive, PressThink, PR Watch

Partnerships

❖ Joint workshop: Central Casting and In the Lights could link talent and theater/commercial producers through a networking event catered by potential culinary clients

❖ Media Toolkit: In the Lights can be part of the SAG’s toolkit, to help both talent / producers brand and expose themselves

❖ LGBT Events: Partner with The Center to sponsor events and connect with LGBT groups involved in the arts community to help them expand their distinct brands

In The Lights Sample Pitch

● Pitch American Theatre media outlet

● Position In The Lights as arts expert and PR savvy

● Place theater stories that involve production / PR techniques

● Competitive advantage, staff members and process

● Share media kit material

● Build key relationships

Press Releases Amber In The LightsQ&A’sPartnershipsClient Portfolio:

AbarukasArch Contemporary BalletArts FlamencoBeth LaurenBryn Cohn + ArtistsCamille A. Brown & DancersCarolyn Dorfman DanceCity College for the ArtsCLI StudiosCreate Lead Inspire FilmsCultural Strategies InitiativeDance New AmsterdamDances for a Variable PopulationElisa Monte DanceElite Dance TournamentFit EngineFLICFest

Helen Simoneau DanseInception to ExhibitionIrondale BrooklynJersey Tap FestJoffrey Ballet SchoolKiner EnterpriseMETdanceNational Comedy CenterNJ Tap Dance EnsembleDance Week New York CityPS Dance!RIOULTSteve KonopelskiThe BessiesThe Black Iris ProjectThe Dance Enthusiast Turning Point

Amber In The Lights:06.15.2016 Big City, Big Dream (The New York Times) - Read Article

06.20.2016 From Darkness to In The Lights: One Woman’s Story of What It Took To Make It In “Big” In The Big Apple (The New Yorker) -

Read Article

06.27.2016 Meet the CEO (She Magazine) - Read Article

07.01.2016 Dance In The Digital World (Wall Street Journal) - Read Article

07.17.2016 How Pokemon Go Has Lead To A “Population-Level” Boost in Fitness Tracker Technology (The New Yorker) - Expert

Commentary - Read Article

07.20.2016 Fit-ology- The future of Technology and Fitness (POPSUGAR) - Read Article

07.22.2016 Tips From The Top: CEO Tells All (Enterprising Women Magazine) - Read Article

Pitch the following media outlets:● Self Magazine● Enterprising Women● Lioness Magazine● Savvy Biz Women Magazine● Women’s Health Magazine● Her Life Magazine: Feature articles of Working Women &

Leadership

Entrepreneur Spokeswoman: Amber in the Lights

Must Attend Conferences:Inc. Women’s Summit: Join some of the world's most influential entrepreneurs at the Inc. Women's Summit, where you'll connect with other business owners, hear inspirational stories, and learn valuable tactics you can use in your own company.When: Thursday, November 3rd 2016Where: Metropolitan West, 639 West 46th Street, ManhattanKeynote Speakers:

★ Barbara Corcoran, “Shark” on ABC’s “Shark Tank”★ Melissa Ben-Ishay, President, Baked By Melissa★ Lisa Price, Founder, Carol’s Daughter★ Sandy Lerner, Founder, Urban-Decay Cosmetics

Entrepreneur Spokeswoman: Amber in the Lights

Women’s Entrepreneurship Day: Women’s Entrepreneurship Day (WED) is generating a movement that carries throughout the year in support of women in business globally. WED ignites women leaders, innovators, and entrepreneurs to initiate startups, drive economic expansion, and advance communities worldwide. The flagship UN event is live-streamed and celebrated in 144 countries and 110 universities and colleges celebrating Women’s Entrepreneurship Day internationally reaching over 1.4 million people.

When: November 19, 2016Where: United Nations Plaza, located riverside at 46th Street and 1st Avenue, ManhattanKeynote Speakers:

★ Ms. Tao Porchon-Lynch Actress, International Model and Guinness World Record Master Yoga Instructor ★ Ms. Loreen Arbus President/Founder of Loreen Arbus Productions, Inc., and The Goldenson-Arbus Foundation ★ Mr. Kevin O'Leary Personality on ABC's Shark Tank, investor, Co-Founder of O'Leary Funds and Soft Key★ Ms. Maye Musk CEO of SpaceX & Tesla Motors★ Ms. Kay Koplovitz Founder of USA NETWORKS, THE SYFY CHANNEL, Co-Founder and Managing Director of the

Springboard Fund, Board of Directors of CA Technologies, ION media and Time Inc.★ Ms. Randi Zuckerberg Former Director of Market Development and spokesperson for Facebook

Entrepreneur Spokeswoman: Amber in the Lights

S.H.E. Summit: S.H.E. Summit is a membership-driven, global empowerment conference devoted to supporting, not only holistically thriving leaders (and their organizations), but also movement-drivers around the world. Through an annual experience of CONNECTION, EDUCATION, & ACTIVATION, they develop and empower female and male leaders to RISE to their highest potential and LIFT others in the process so that gender equality is accelerated and achieved by 2030.

When: October 28 & 29, 2016Where: 92nd St. Y 1395 Lexington Ave, New York Keynote Speakers:

★ Miki Agrawal CEO / Co-Founder of THINX // For Women With Periods★ Melissa Ben-Ishay President & Chief Product Officer of Baked By Melissa★ Chloe Coscarelli Vegan Chef of Citizen Watch★ Gala Darling Self-Love Expert & Author GalaDarling.com★ Carrie Hammer Fashion Designer & Founder of Role Models Not

Runway Models

Entrepreneur Spokeswoman: Amber in the Lights

Q&A: Amber as Entrepreneur and CEO

❖ How would your staff and peers describe you?

❖ What would they say are your major strengths and/or weaknesses as a leader or CEO?

❖ What serves as a guiding principal in your life?

❖ What do you believe would be your biggest obstacles to succeed as a woman entrepreneur?

❖ Describe one or two specific accomplishments that you are especially proud of over your career and why.

Sample Pitch Letters: Amber as Commentator or CEO

● Pitching Amber as a Consumer Technology Expert Commentator:How Pokemon Go Has Lead To A “Population-Level” Boost in Fitness Tracker

Technology

● Pitching Amber as an Expert and Entrepreneur:From Darkness to In The Lights: One Woman’s Story of What It Took To Make It “Big” In The Big Apple

“The Scoop” Blog 07.25.2016 Expert Picks: NYC Restaurant Week Must Eats (Amber Henrie) - Read Blog

07.27. 2016 Missed Opportunities: Productions That Should Have Gone Viral But Didn’t (Amber Henrie) - Read Blog

07.28. 2016 Top 10 Workouts That Make You Forget You Are Working Out (Kimberly Giannelli) - Read Blog

07.30.2016 Honorable Mentions: Memorable PR Moments (Amber Henrie) - Read Blog

08.01.2016 The Poet In Us All: Best Of Poetry Festival NYC 2016 (Kimberly Giannelli) - Read Blog

08.05.2016 Gyms Are So Passe: The Dance Studio Revolution (Geena Russo) - Read Blog

08.09.2016 Wine Not? (Amber Henrie) - Read Blog

08.15.2016 I Will Plank For Pizza: The Proper Way To Plank (Geena Russa) - Read Blog

09.01.2016 The Best and Worst Summer PR Campaigns (Amber Henrie) - Read Blog

09.20.2016 Coffee vs. Energy Drinks: The Results Are In (Kimberly Giannelli) - Read Blog

09.15.2016 Films We Love And So Will You: Harlem International Film Festival Top 5 Picks (Amber Henrie) - Read Blog

09.16.2016 Shoulda Coulda Woulda: Avoid PR Regret By Spotting Trends Before They Happen (Amber Henrie) - Read Blog

Table of Contents

JulyOpera in The ParkJuly 7 - 13, 2016

NYC locationsThe Summer Recital Series by the Metropolitan Opera features opera performances in various parks. Free.

LGBT Opera ClubJuly 8, 2016

Celebrate opera and expand knowledge and appreciation through shared recordings and informative presentations. 2nd Fridays 8-10pm

Music in WilliamsburgJuly 10, 2016

5050 Music & Arts Festival is held both inside and outside Paper Box Music & Art.

LGBT Arts FestivalJuly 11 - 24, 2016

Fresh Fruit Festival features 40 works of gay and lesbian theater, dance, film, music, and visual art at The Wild Project Theater.

Jazz Festival

July 19 - 28, 2016Hear dozen of world-class jazz artists (including soulful singers, piano partners, and dueling drummers) at 92nd Street Y Jazz in July Festival.

French Restaurant WeekJuly 4 - 17, 2016

Multiple LocationsFrench Restaurant Week includes special deals priced from $18 to $180 on the days between America’s Independence Day and France’s Bastille Day.

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JulyClassical Music FestivalJuly 13 - Aug. 27, 2016

Attend concerts, operas, late-night recitals, and world premieres at Mostly Mozart Festival, performed by the festival orchestra and special guests at Lincoln Center.

Lincoln Center FestivalJuly 13 - 31, 2016

Enjoy extraordinary opera, music, dance, and theater that showcases contemporary artistic viewpoints at Lincoln Center Festival in and near Lincoln Center.

Tap-Dance FestivalJuly 12 & 14, 2016

NYC locationsSee public performances or take classes at Tap City.

Craft Beer Festival

July 23, 2016Tapped offers 100 beers, wines, and ciders at Barclays Center, with food for sale, live music, and football games on TV.

NYC Restaurant WeekJuly 25 - Aug. 19, 2016

NYC locationsGet a special deal on a 3-course lunch or dinner at 300 restaurants during NYC Restaurant Week, not on Saturdays. Repeats in Jan.

Poetry Festival

July 30 - 31, 2016NYC Poetry Festival features 250 poets on three stages, plus food, beverages, books, crafts, and a children’s festival, on Governor’s Island.

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SummerStageAugust 1 - Sept. 23, 2016

Enjoy outstanding music, comedy, theater, dance, lectures, and films during SummerStage in city parks. The free concerts are popular, so arrive early.

Summer StreetsAugust 6, 13, 20, 2016

The city closes seven miles of Park Avenue and Lafayette Street to cars so you can play, run, walk, dance, and bike carefree during Summer Streets. Expect food, entertainment, and activities.

Fringe Theater FestivalAugust 12 - 28, 2016

New York International Fringe Festival (FringeNYC) features 200 companies from around the world that hold 1100 stage performances in 20 venues.

Battery Dance FestivalAugust 14 - 20, 2016

Battery Dance Festival features evening performances by local and international dancers outdoors at Robert F. Wagner Junior Park, moving indoors Aug. 20 to Schimmel Center for the Arts.

Ecofest

August 14, 2016Ecofest has exhibits about alternative energy and the environment, green vehicles, an eco fashion show,

food, and entertainment on Broadway at 43rd.

August

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Salsa FestivalSeptember 1 - 5, 2016

2016 New York International Salsa Congress has workshops, performances, live concerts, and competitions at New York Marriott Marquis.

Innovative Theater Festival

September 1 - 18, 2016 (begins Aug. 28)See 26 new and innovative works, including comedy, dance, drama, music, poetry, and puppetry,

during Dream Up Festival at Theater for the New City.

Jazz FestivalSeptember 1 - 30, 2016

Generations in Jazz Festival has performances every night at Dizzy’s Club.

Honey Week/ FestivalSeptember 12 - 18, 2016

Celebrate the honeybee with dinners, cocktails, tours, tastings, and workshops during NYC Honey Week. Celebrate urban beekeeping with honey tastings, honey-based food and beverages, demos, art, music, & film at Honey Fest at Rockaway Boardwalk.

Film FestivalSeptember 14 - 18, 2016

Harlem International Film Festival shows features, documentaries, shorts, youth projects, and animated works, and it includes panel discussions and awards.

September

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Coffee FestivalSeptember 16 - 18, 2016

Choose a three-hour session to attend the inaugural New York Coffee Festival, for tastings, exhibits, demos, and live music at the 69th Regiment Armory.

Oktoberfest in Central Park

September 17, 2016Enjoy German beer and food with live music at the Steuben Parade Oktoberfest at Rumsey Playfield in Central Park.

Oyster Week

September 17 - Oct. 1, 2016Oyster Week is a series of adventurous dining events and activities

that benefit sustainable aquaculture.

Taste of North BrooklynSeptember 18, 2016

Taste samples from 40 local restaurants and bars with live music at Taste Williamsburg Greenpoint at the State of New York - East River State Park in Brooklyn.

Food and Wine EventSeptember 22, 2016

Local chefs prepare signature dishes accompanied by microbrews, wine, and music at Harvest in the Square on the North Plaza of Union Square Park.

September

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SeptemberWine Festival

September 23 - 24, 2016Taste 250 wines at Wine Riot at the 69th Regiment Armory, and track

your favorites on the free app. Repeats in March.

Dance FestivalSeptember 26 - Oct. 8, 2016

Fall for Dance Festival features 20 international dance companies in five unique programs and two world premiere commissions at City Center.

New York Film Festival

September 30 - Oct. 16, 2016See classics, documentaries, and full-length feature films by the world’s great filmmakers at the New York Film Festival (NYFF).

Mediterranean Performing Arts

September 2016 (undated)See shows by exciting and thought-provoking artists from Croatia, France, Greece, Italy, Lebanon, Spain, and Turkey at Between the Seas at

Wild Project.

Performing Arts FestivalSeptember 2016 (undated)

BEAT (Brooklyn Emerging Artists in Theatre) Festival includes contemporary theater, dance, and spoken word.

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OctoberCoffee FestivalOctober 1, 2016

Taste coffee from 20 specialty roasters and coffee shops, with snacks and entertainment, at NYC Craft Coffee Festival at Villain in Brooklyn.

Chile Pepper Festival

October 1, 2016The Chile Pepper Festival features fiery foods like hot sauces, spicy pickles, “hot” chocolates, and chili peppers, plus

sizzling music like salsa and Afro-Brazilian funk, at the Brooklyn Botanic Garden.

Honey FestivalOctober 1 - 2, 2016

Honey Weekend features a candle-making workshop, honey-extraction demos, hive exhibits, and honey tastings at Wave Hill cultural center in the Bronx.

Pickle Day

October 2, 2016Buy a pickle on a stick or other pickle-themed food, take part in activities, and dance to DJ music at Lower East Side Pickle Dayon Orchard St., where vendors once sold pickles from barrels. Free.

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OctoberColumbus Day Parade

October 10, 2016Watch 35,000 marchers and 100 bands, floats, and contingents go up Fifth Avenue from 47th to 72nd in the Columbus Day

Parade.

New York City Wine & Food FestivalOctober 13 - 16, 2016

New York City Wine & Food Festival (NYCWFF) features cooking demonstrations by celebrity chefs, seminars, classes, wine tasting, and celebrity dinners, which all support charity.

Chelsea Film FestivalOctober 13 - 16, 2016

See films (including documentaries) about global issues at SVA Theatre.

Cultural Film FestivalOctober 13 - 16, 2016

The Margaret Mead Film Festival screens 50 outstanding non-fiction films and hosts special events and performances that explore world cultures at the American Museum of Natural History.

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October

Hamburger BashOctober 14, 2016 (7 to 10 p.m.)

The best chefs in the U.S. serve their favorite burgers with mac & cheese, beer, live music, and dancing on the roof of Pier 92 at Blue Moon Burger Bash.

Animal Film FestivalOctober 14 - 23, 2016

See stunning films (mostly short) about wildlife worldwide, and attend an opening party or panel discussion at Wildlife Conservation Film Festival.

Gluten-Free ExpoOctober 15 - 16, 2016

Sample and purchase products from 150 vendors at the Gluten Free & Allergen Friendly Expo at Meadowlands Exposition Center in Secaucus, NJ.

Japanese Noodle Night

October 20, 2016 (evening sessions)Learn how to slurp the four regional styles of Japanese ramen in under 13

minutes like a local at New York Slurpfest at Astor Center.

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OctoberLGBT Film Festival

October 20 - 25, 2016 (uncertain)NewFest screens a variety of gay and lesbian films at Bow Tie Chelsea Cinemas.

New York Television FestivalOctober 24 - 29, 2016

NYTVF offers screenings of creative shows, educational panels, competitions, pitches, fan events, parties, premieres, and seminars for artists, industry leaders, and viewers alike.

Thriller Dance

October 29, 2016Get a ticket to watch or participate as a zombie on Thrill the World Day, dancing Michael Jackson’s “Thriller” at Celebration of Whimsy Theatre, 21 A Clinton St.

Apple DayOctober 2016 (undated)

Join 1 million New Yorkers eating apples today. Find locations for Big Apple Crunch on the website.

Vegan Taco TastingOctober 2016 (undated)

Taste eight spicy plant-based mini tacos made by restaurant chefs at El Macho Taco at VSpot Organic.

Sample Featured Article: LGBT Celebrity Endorsement

● The sample article illustrate Caitlyn Jenner’s challenges and accomplishments● Presents a voice and takes a stand in name of the LGBT arts community● Positions In The Lights as an inclusive brand● Embraces bloggers and artists in the LGBT community● Places articles and stories that celebrate diversity ● Would pitch the following outlet categories:

○ Mass○ Specialized○ Nonprofit○ Pop○ LGBT

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OctoberShort-Film Festival

October 2016 (undated)Join people worldwide watching the Manhattan Short Film Festival and voting for their

favorites. You can see the films at Anthology Film Archives.

Food and Beverage ShowOctober 2016 (undated)

Sample New York beer, wine, spirits, and cider with local food, and visit vendor booths at Cheers NY at Industry City in Brooklyn.

Dog Film Festival October 15, 2016

Dog Film Festival is a celebration through film of the love between dogs, their people- and the animal welfare groups that bring them together.

Connecticut 1. Greenwich Wine & Food Festival Presented By:

Serendipity Magazine (September 23-24, 2016)2. Greenwich International Film Festival (June 9-12,

2016)

Top Festivals:

New Jersey 1. Health and Wellness Expo NJ 2016 (October 16, 2016)2. Montclair Film Festival (April 28-May 7, 2017)3. Jersey Fringe Festival (August 5-6, & 7, 2016)

New York1. New York City Food & Wine Festival (October 13-16, 2016)2. Cultural Film Festival (October 13 - 16, 2016)3. Wine Festival (September 23-24, 2016)4. Fabulously Fit and Active Breast Cancer Walk Event (August 27, 2016)

Blog Post Sample: Expert Picks - NYC Restaurant Week Must Haves

“The time of the year has come once again so let all the foodies rejoice! Kicking off July 25th and running every Monday through Friday until August 19th, the twice a year, annual NYC Restaurant Week has officially begun and

we have the scoop. As native New Yorkers, we’ve got the expert guide on can’t miss dates, restaurant and menu recommendations, hottest deals, and just about everything else you need to know to make sure both your belly

and budget are happy.”

● Be seen as a local and trendy news source! If you want to be seen as an expert in these areas, it is crucial to be blogging about related events.

● Stay current and on-top of events in the area! Look ahead on the calendar. and plan. A lot of events are annual which means you can pre-write the blogs and edit as needed!

● Give the “scoop.” Even if you do not know first hand what the top spots are, do some research and blog them.

● Connect your blog to social media. If you shout out restaurants on the blog, shout them out on your SM channels as well. Consistency is key.

Blog Post Sample: Honorable Mentions: Memorable PR Moments

❖ Steve Harvey -The mix-up & the aftermath

❖ Amazon – Nazi Germany and Imperial Japan

❖ Bic’s - Gendered Pens

Op-Ed IdeaOutlets: In The Lights press roomBlog postPublications

Topics Ideas:The Olympic GamesMiss Teen USA 2016The rights of playwrightsLGBT Community (Trump aide stirs controversy with Khan comments and anti-LGBT tweets, Supreme Court blocks Virginia trans boy from using men’s bathroom)

Thank you!Any Questions?