Clear and Fresh Campaign

Public Relations Proposal For

May 6, 2016

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Contact InformationMallory Sugitamsugita@ithaca.edulinkedin.com/in/mallorysugita

Donald Hodgkinsondhodgkinson@ithaca.edulinkedin.com/in/donaldhodgkinson

Xuan Guixgui@ithaca.edulinkedin.com/in/guixuan/en

Matthew Melommelo@ithaca.edulinkedin.com/in/matthewmelo

Tyler Sapptsapp@ithaca.edu

Dillon Avnetdavnet@ithaca.edulinkedin.com/in/dillonavnet

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Table of Contents3457911131516172324252629

About the AgencyExecutive SummarySituation AnalysisCompetitor AnalysisSWOT AnalysisTarget AudiencePrimary ResearchObjectivesStrategiesTacticsMeasurementsTimetableBudgetMeet the TeamAppendices

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About the Agency PrescribedPRisapublicrelationsfirmbasedintheheartofIthaca,NY.ThefoundingmembersofthefirmareMallorySugita,DonaldHodgkinson,XuanGui,MatthewMelo,DillonAvnet,andTylerSapp,allIthacaCollegegraduatesoftheParkIMCdepartment.EachmemberoftheteamhastheirownsetofuniqueskillsthattheyallimplementintheirworkwithbusinessesinthegreaterIthacaarea.PrescribedPRstandsfortransparentandcollaborativeeffortsandwantstogivelocal,smallbusinessestheopportunitytoincreasetheirbrandawarenessandprofitfromIthaca’sdiverseeconomy.Fillingoutyourprescriptionforourpublicrelationsexpertisewillmodernizeyourorganizationandprovideyouandyourstaffwiththenecessarytoolstobringyourbusinesstothenextlevel.

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Executive Summary Prescribed PR has been given the opportunity to establish On the Street Pitas as the go torestaurantforIthacalocalswhoareonthegoandlookingforafast,fresh,andhealthymeal.ThegoalsofourClearandFreshCampaignaretopromotetherestaurantusingitsuniquesellingproposition,introduceanewcongruentlogoandaconsistentstyletheme,createastorytellingcampaignsurroundingtheadditionofthenewlocations,andcreateacampaigntoattractlocal,loyalemployees.

WeunderstandthatIthacalocalsareandalwayshavebeenthemostloyalcustomerstoOntheStreetPitasandrespecttheirloyaltytoBrianandhiscompany.WehavechosentotargettheUpstateNewYorkareawherethesecustomersarelivingorvisitingfrom.WebelievethatmaintainingtheserelationshipsiscrucialtocontinuingthesuccessthatBrianhashadovertheyears.

Withinthisproposal,weoutlinesuggestionsoftacticsthatcouldbeimplementedtofulfillourstrategiesandbrandOntheStreetPitasasthegotorestaurantforfast,fresh,andhealthyfood.Wehaveaddressedanyissuesofbrandidentityconfusionandtheneedforloyalemployeesatallofthelocations.

WewouldliketothankMr.BrianHorvathandhisteamatOntheStreetPitasforgivingustheopportunitytodevelopacampaignforhisgrowingbusiness.Weappreciatethetimehehastakentoanswerourquestions,meetwithus,andattendthepresentationofourwork.Sincerely,

Prescribed PR

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Situation AnalysisCurrent Business Background

Itallstartedwithanidea.ThisideawastoservefoodintheparkinglotofmusicshowsandwasthoughtupbyBrianandthreeofhisfriends.Itwassuchasuccessthatthefourofthemcontinuedtoselltheirfoodatvariousmusicfestivalsacrossthecountry.Afterawhile,they noticed that their pita sandwiches were growing in popularity and thus On the Street Pitaswasofficiallyborn.Whentheydecidedtofindamorepermanentresidence,theychosetoopenastandattheIthacaFarmer’sMarketandabrickandmortarrestaurantintheCommons.AftersixgreatyearsofbusinessintheCommons,thatlocationwasshutdownduetoconstruction.However,inMarch2012,theymovedtotheirnewhomeinthewestendtocontinuetoservetheirloyalcustomersandfriends.Lookingintothefuture,BrianisexcitedtoopenanotherlocationbackintheCommonstocontinuehisdreamofprovidingfoodforlocals.

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Situation AnalysisSecondary Research

Weusedsecondaryresearchinordertodevelopourobjectives,strategies,andtacticsforontheStreetPitas. First,welookedintocurrenttrendsinthefoodindustry.Todaymorepeopleareconsciousofthequalityandnutritionalvalueoffoodthattheyareeating;companieswithinthefoodindustryareexpectedtobetransparentabouteverythingthatisgoingintofoodforconsumption.Nationwidetherehasalsobeenatrendtowardspurchasinglocallysourcedfood.Foodthatmustbepreservedandshippedlongdistancesisgenerallyseenaslowerqualityandlesshealthy. ThenextstepinoursecondaryresearchwastofindwhatpeopleweresayingaboutontheStreetPitas.WefirstlookedtoYelp,anonlinerestaurantreviewwebsite.WechoseYelpbecausethemajorityofthereviewswerefromlocalIthacaresidents,theprimarytargetmarket.ThereviewsforOntheStreetPitasfromYelprangefrom1to5starswithanaverageratingof4stars.Mostofthelowerratings(1-2stars)airedcomplaintsaboutthespeedofserviceandcleanlinessoftherestaurantandnotsomuchaboutthefood.Thehigherratings(4-5)praisedthequalityandtasteofthefood. WethenlookedtosocialmediatoaudithowmuchbuzzOntheStreetPitasiscreatingwithsocialmediausers.Firstofall,OntheStreetPitas’Facebookpageissimplynamed“OntheStreet”whichmaycausesomeconfusion.ThemainfeedofthepageshowsthepostsoftheOntheStreetaccount.ThelastupdateonthispagewasinMayof2012.ThroughtheFacebookratingsystem,OntheStreetPitashasearneda4.7outof5stars.Ontheotherhand,however,thereareafewnegativecommentsamongthevisitorpostsonthepage. AsidefromFacebook,OntheStreetPitasisnotactiveonanysocialmediasite.Incomparisontosomeofitscompetitors,OntheStreetPitashasarelativelylowfollowing.Thisisnotduetoalackofqualityortasteinfood,butratheralowbrandawareness.

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Competitor Analysis

CollegetownBagelsopenedin1976,andwaspurchasedbyBrousandMehaffeyfamiliesin1980.Todaythereare5CTBandIBlocationstotalwithover300employees.

• Multiple locations• High-brandawareness• LocatedinCommonsand

Collegetown

• Morepopularamongthecollege students than locals

BACKGROUND

PROS

CONS

LocatedontheeasternsideoftheIthacaCommons,Casablancaservespizzaandmediterraneancuisineataninexpensiveprices.

• Partnership with Grub Hub andEatStreet

• LocationisaccessibletoIthacaCollegeStudents

• Complaintsofunkeptdiningareaandlowqualityingredients

• Morepopularamongthecollege students than locals

BACKGROUND

PROS

CONS

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Establishedin2003,TasteofThaiExpressislocallyownedandoperatedbyYingBalakula,whohasmadeithermissiontoprovidethefreshestandmostauthenticThaifoodinthearea.

• High brand awareness• Partnership with Grub Hub

• Greasyfood• Priceycomparedtoother

deliveryfoodforstudents

BACKGROUND

PROS

CONS

Competitor Analysis

Foundedin1995,VivaTaqueriabringstoIthacaaCalifornia-styletaqueria—aplacetogetfast,healthy,deliciousMexicanfoodatinexpensiveprices.

• Good location • Localingredients• High brand awareness

• NotavendorofIthacaFarmer’sMarket

BACKGROUND

PROS

CONS

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SWOT AnalysisInordertobetteridentifyOntheStreetPitas’positioninthemarketweconductedaSWOTanalysis.Thisanalysisgaugesthecompany’sinternalstrengthsandweaknessesandexternalopportunitiesandthreats.

PrescribedPRhasidentifiedOntheStreetPitas’greateststrengthastheproductitself:thehealthy,freshfoodthattheyserve.OntheStreetPitaisuniqueinthattheyserveMediterraneandishesatlowpricesandeachcustomercanactuallyseetheirfoodbeingpreparedatallofthelocations.ThistransparencyofingredientsandpreparationpracticesshowsthatOntheStreetPitahasnothingtohide;theyareatrustworthylocalbusinessprovidingquality,freshfood.

ThemostchallengingweaknessofOntheStreetPitasistherelativelylowbrandawarenessincomparisontootherrestaurantsintheIthacaarea.Throughourprimaryresearch,wefoundthatmanypeoplewerenotfamiliarwiththeOntheStreetPitasbrand.ThismaybeduetoanoccasionallyinconsistentbrandimageamongthethelocationsandonlineplatformsonwhichOntheStreetPitasisrepresented.

OntheStreetPitashasmanyopportunities to grow in theIthacaarea.Webelievethatoneofthemostpromisingopportunitiesisthepowerofwordofmouthadvertising.IfOntheStreetPitascanharnesstheattentionandawarenessof

thelocalIthacaarea,theirreputationwillgrowasmorepeopletalk and spread the word about the On the Street Pitas’differentlocationsandqualitycuisine.

Another opportunitywithinIthacaiswiththemanyfestivalsandeventsthattheareahosts.OntheStreetPitahasalreadyattendedAppleFest,aswellasnumerousothereventsoutsideoftheIthacaarea.Continuingtoattendtheseevents,aswellasbranchingouttonewevents,isanopportunityforincreasedbrandawarenessinIthacaandthesurroundingareas.

Oneofthemostsignificantthreats to On the Street Pitas isthecompetitionofotherrestaurantsinthearea.Manyoftheserestaurantsalsoofferfast,healthyfoodbuthavemoreconvenientlocationsorofferonlinedeliverythroughserviceslikeGrubHub.TheserestaurantsaremorevisibleandaccessibletothegeneralpopulationofIthaca.

Another threat to On the Street Pitas is the vendors at the IthacaFarmer’sMarket.Otherfoodvendorshaveeye-catchingsignagethatdisplaysthenameofthecompanyorthetypeoffoodbeingserved.However,OntheStreetPitasstanddoesnothaveasignwiththecompanynamewhichmaymakeitdifficultforcustomerstorelatetheFarmer’sMarketlocationtothebrickandmortarrestaurantlocationandfullyrecognizethebrand.

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SWOT Analysis

• healthyfreshfood• low prices• multiplelocations• smallbusiness

able to control everything

• low brand awareness

• moderatewebsite• no online delivery• limitedopenhours

• Wordofmouth• local brand reputation • manyeventsforlocal

business(i.eAppleFest,Chillifest,Oktoberfest)

• local restaurants that deliver and/or havemoreaccessiblelocations

• farmersmarketfoodvendors with better signage

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Target Audience Our target audiences have been selected based on their geographic convenience to the On the Street Pitaslocations.BrianhadalreadyindicatedtousthatlocalIthacaresidentsarehismostloyalcustomersandprimarytargetfortheOntheStreetPitaslocations.Ithacalocalsarearoundallyear,whichprovidesaconsistentstreamofbusinessandahigherprobabilityofbecomingaloyaltotheOntheStreetPitasbrand. WealsobelievethatIthacaarealocalsareasensibleprimarytargetmarketbecauseofthegeneralcharacteristicsofpeopleinthearea.Ithacaistypicallyseenasaprogressive,liberalsmallcity;peoplelivingintheIthacaareatendtocaremoreaboutthequalityandfreshnessoftheirfoodandsupportinglocalbusinesses. Our secondary audience is college students in the area during the school year who are health conscious andareonsomewhatofabudget.CollegestudentsinIthacagenerateahugesourceofrevenueformanylocalbusinessesbutareunreliableduringholidayseasonsandthesummermonths. Wewouldliketogeneratewordofmouthadvertisingthroughaseriesoflow-scaletactics.Webelievethatbothourprimaryandsecondaryaudienceswillrespondthemoststronglytothisformofadvertisingasopposedtotraditionaladvertising.Thisisalsoacosteffectivemethodofcreatingbuzzthatwillspreadquickly. Thebestwaytoreachlocalsaged25-60wouldbethroughnewspaperadvertising,facebook,andmaterialsdisseminatedattheirexistinglocationssuchasbumperstickersmagnets,andOntheStreetPitascladmerchandise.Ourprimaryaudienceisfairlybroad,whichcallsforawiderangeofmediaoutlets.Peopleontheyoungersideofthedemographicwillrespondmorereadilytothesocialmediacampaignswhiletheolderpeoplewillreceivethemessagemoreclearlyfromournewspaperads.

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Target AudiencePrimary Audience

Jennifer isalawyerinhermid-thirtieswhohaslivedinIthacaforthepast10years.ShemakessurethathermealsarefreshandhealthyandoftensshopsatWegmansorthelocalFarmersMarket.When she eats out with her husband and kids,shelikestobeconfidentthatshe’schoosingthehealthiestoptionforherfamily.

Secondary Audience

Alex isastudentathleteatCornellUniversity.AsaJunior,helivesinIthacayearround,butisplanningtomoveouttoLAaftergraduation.Heenjoysstoppingforabitetoeatafterpracticesandraces,andisoftenonthelookoutforsomethinghealthybutquick.HeenjoystheconvenienceoftheFarmer’sMarketanddowntownarea.

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Primary Research WedecidedtoconductourownprimaryresearchinordertogainabetterunderstandingofthegeneralperceptionsofOntheStreetPitas.OurteamcreatedandconductedasurveyinordertogaintheinsightsweneededtounderstandlocalperceptionsofOnTheStreetPitas.Fromthesurvey,ourteamdeterminedthatthereisarelativelylowbrandawarenessandmostpeopleheardaboutOnTheStreetPitasfromfamilyandfriends.Fortunately,manyofthepeoplewhohaveeatenatororderedfoodfromOnTheStreetPitashavedonesoover10times.Ingeneral,mostrespondentstothesurveyreportedeatingoutororderingin3togreaterthan10timesamonth.ThisoffersagreatopportunitytogrowOnTheStreetPitasbrandawarenessandtakeadvantageofthehighdemandfortakeoutorpreparedfoods.

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Primary Research

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Objectives

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Toincreasebrandawarenessamongtheprimaryaudience.Ithaca, NY has more restaurants per capita than New York City, creating an incredibly diverse and competitive market for any food vendor. We would like to market On the Street Pitas as the go to restaurant for locals to grab a fresh, healthy meal while on the go.Tointegrateaconsistentbrandimageacrossallthelocations.We would like to create a consistent and identifiable brand image that accurately represents On the Street Pitas. A cohesive style will make it easier for potential customers to recognize the On the Street Pitas brand and develop a loyalty to the business.TomarketthenewlocationsThis summer our client, Brian, will be expanding to serve healthy, delicious food to more locals of Ithaca by bringing back his business to the Ithaca Commons in the form of a food truck. In order to maintain a consistent brand image with these new locations, we recommend a cross marketing strategy.

4Toacquireadedicated,loyalstaffforall3locationsWithout an enthusiastic and reliable staff, any business will fail. We have created a campaign to seek out staff that can be available year round and are dedicated to producing quality, fresh food for On the Street Pitas.

>>ThepublicrelationsplanforOntheStreetPitasisdesignedtoachievethefollowingobjectives:

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Strategies

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PromoteUSP:healthy,canseeyourfoodbeingmadeEconomist and professor at Harvard Business School Theodore Levitt suggested that “differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.” On the Street Pitas prides itself in serving delicious, healthy food made with fresh ingredients; the restaurant and it’s locations are unique because the customer can actually see the food being made. This unique selling proposition is especially attractive to the primary audience and will differentiate the On the Street Pitas locations from any of the local competitors.

IntroducethenewcongruentlogoandstylethemeImplementing a unique, identifiable logo and creating style guidelines will help On the Street Pitas create a cohesive brand image. Currently the signage and overall style of each of the locations differs slightly, which may cause confusion. With a congruent logo and style customers will be able to easily recognize the On the Street Pitas brand, building a strong reputation amongst the new locations.

CreatestorytellingcampaignIn order to promote On the Street Pitas’ new locations we would like to use various platforms to display the progress of the new locations and build excitement for their opening. This will help us reach the different strata of our target audience who use various media to get information. By consistently posting the construction progress of the food truck, the client can keep the target audience updated about his new location.

CreatealocalcampaigntoattractloyalemployeesAs On the Street Pitas expands to new locations, the business will need more employees to accommo-date the growing demand. We will create a campaign that targets Ithaca locals that are in the area all year round and have a passion for fresh, healthy food.

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TacticsStrategy#1:PromoteOntheStreetPitaswiththeirUniqueSellingProposition(USP)

1)“MeettheFarmer”orshowlocationofingredientsShowing the location or farmer that produces On The Street Pitas’ ingredients is a tactic that will communicate the message that On The Street Pitas produces fresh meals that are made with local ingredients. Informing the customer of the origins of ingredients builds trust between the customer and the business, developing a loyal and stable relationship with consumers.

2)NewboxdesignwithindividualizedstampoffreshnessA good way to promote the fresh and healthy food from On the Street Pitas is through visual design; a to-go box with a window allows customers to see their food and conveys a sense of transparency. In addition, each box would be individualized with a stamp of freshness with the employee’s name on the brown paper box. This creates a unique package style that differentiates On the Street Pitas from other to-go services restaurants and physically represents the freshness and transparency of the food.

3)NutritionInformationOne of the first things a customer looks at when they enter a restaurant or search a restaurant online is the menu. By providing nutritional information on the menu, such as the amount of calories or the amount of fat in each meal, the customer feels like they have more control or a greater understanding of what they are consuming. By incorporating this strategy into On The Street Pita’s menu, the customer will be happier and the new menu will communicate the message that On The Street Pita makes fresh and healthy food.

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4)SocialMedia

TacticsSocial media is a vital tool for a businesses today when used correctly. On The Street Pitas’ only current social media presence is on Facebook. By bringing the brand of On The Street Pitas to other social networking platforms, the business will be able to connect to their primary audience more easily. The OTSP Facebook page should be updated regularly with news about OTSP regarding events and location information. Facebook is more of a professional platform for businesses, so the content that is released should be planned and more formal. Comments on statuses should be replied to by OTSP, because good customer service on social media is beneficial to the image of a business. OTSP should also create their own Instagram. By making an Instagram that focuses on their food, OTSP will be able to communicate with both their primary and secondary audiences. OTSP is expanding to the Ithaca commons, so a social media platform that will be able to update OTSP audience’s of its new location is needed. Our recommendation is that OTSP create their own Periscope account. Periscope allows for businesses to live stream from their location, which is exactly what OTSP needs. Periscope is also attached to Twitter, so OTSP will be able to measure their engagement with customers.

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2)BumperstickerwithstopsignStickers are a great way to advertise and remind customers of a brand because they can be placed in places where the customer where be exposed to it multiple times per day. We were inspired by the Gimme Coffee exclamation point stickers that reminded consumers of the business in a simple, minimalist way and wanted to use a similar concept. The stop sign idea was born from the fact that it uses the same letters as the initials of On the Street Pitas, but we realized it also worked in other directions. Since it’s a street sign, it connects to the idea of “on the street” that relates to the company’s origin as a food truck. More specifically, a stop sign also is designed to catch the eye of a driver and we hoped it would do the same thing with our target audience.

Strategy#2Introducingthenewcongruentlogoandstyletheme

1)ReplacetheoldlogowithnewcongruentlogooneverylocationBy maintaining a congruent logo at every location and across merchandise, consumers will begin to recognize On the Street Pitas, and associate the logo with all 4 locations.

Tactics

3)Magnetsfortake-outMagnets are an especially good way to promote businesses because they can be placed on refrigerator doors and seen many times a day. Most people will check their fridge when deciding what to do for a meal, and if this magnet is placed on the door, there will be a better chance that the customer will choose on the Street Pitas. These magnets will be available for free in store or sent with phone books to better target Ithaca locals.

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Tactics4)Snapchatfilteravailableforpeoplewhentheyarearoundthelocation

One thing that Brian was passionate about was spreading his business through word of mouth. Snapchat filters are a good way to accomplish this because customers can show when they’re in On the Street Pita in an easy, cost-free manner. Although Snapchat is especially popular amongst college students (our secondary audience) it is also used in a younger demographic who could be local Ithaca residents. In addition, Snapchats can be downloaded and posted on social media like Facebook which expands our reach. This filter can be submitted easily to Snapchat at no cost to Brian.

5)Changebanneroffarmer’smarketlocationtoincludenewbrandlogoandthemeMany current customers and potential customers are unaware of the link between the popular Gyro stand at the Farmer’s Market and On the Street Pita’s permanent location. Displaying the same logos, brand name, and menu items, as well as promoting all OTSP locations will help to develop brand awareness, and unite the current locations where locals can enjoy the fresh pitas and gyros we know and love.

6)BaseanynewpromomaterialswithministylebookIt is very important to stay inside of one’s brand identity. Therefore, we attached a stylebook containing a list of visual qualities for future promotions for On The Street Pitas. This list contains the Hex Codes for colors, names of fonts, image size dimensions, and text designs. By following these guidelines, the brand of On The Street Pitas will stay consistent and allow customers to trust the product they consume.

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TacticsStrategy#3Storytellingcampaignabouttheconstructionoffood

1)FrequentlyposttheupdateofconstructionoffoodtrucksandnewlocationsonFacebookBy posting updates of the construction on the food truck, our client Brian can share his design idea and interesting stories with his customers. This is a good approach to build a two-way communication and interaction between our client and his target audience while building excitement for the opening of the new food truck location.

2)ShortannouncementofthegrandopeningofnewlocationsonlocalnewspaperNewspaper announcement about the grand opening is a cost-efficient way to reach out our primary target audience. The estimated opening time for new locations will be this upcoming May or June, so we decided to run a monthly based short news press on local newspaper to inform locals about the opening time and locations as well as a brief introduction of the business.

3)Createexcitementforthenewlocationsatthepre-existingonesthroughpromomaterialsA real milestone for the expansion of On the Street Pitas, the Commons location would benefit from some start-up promotions. Coupons or punch cards distributed at the other locations or by media outlets would help spread word of mouth and ultimately increase the initial turn-out at the grand opening.

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Strategy#4Createalocalcampaigntoattractloyalemployees

Tactics1)HavingApplicationsateverylocation

The most dedicated employees often begin as passionate customers. By having applications available at every location, potential employees can apply for a job on the spot.

2)Socialmedia/printcampaign(poster)reachingoutforpassionate,dedicatedemployeesWe would like to implement a small scale social media and print campaign to let potential employees know when On the Street Pitas is hiring. On the Street Pitas is looking for passionate, dedicated employees that they can depend on to work year round. Ithaca locals are the primary target for the employment opportunities at On the Street Pitas because they are in the area year round and generally, people in Ithaca tend to be more conscious about buying food that is made with fresh, healthy, or local ingredients.

3)Customizeapronsandstampsforeachemployee(makesthemfeelspecial/important)Dedicated employees want to feel valued by the company for whom they are working. Because On the Street Pitas is looking for dedicated and passionate employees, they should implement practices that show their appreciation and respect for each individual. Along with the revamp of the logo and style of On the Street Pitas, we would like to introduce a new employee dress code. Each employee will receive a new apron adorned with the On the Street Pitas logo as well as a space to be customized with the employee’s name, handwritten in fabric marker. In addition each employee would be given a customized stamp so that each meal they create can be stamped with “guaranteed freshness by ____”. [Examples can be found in Appendix M]

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Measurements and Evaluation1)CustomervolumesinalllocationsBy tracking the give out number of magnets and bumper stickers, as well as the traffics on Farmer’s Market, we can measure the difference in customer volumes.

2)IncreaseinsalesWe will compare the sales before and after tactics has been implemented.

3)WOMeffectivenessWe will compare the rating on Yelp and GrubHub for the restaurant before and after the implementation of tactics. We also will analyze social media mentions on social networks such as Facebook, Twitter, and Instagram to see who is talking about / reviewing On The Street Pita’s on their individual pages. Social media mentions can be found using hashtags on these social networks. Every time someone uses the hashtag #OnTheStreetPita’s, On The Street Pita’s will be notified and will be able to measure their WOM effectiveness.

4)LoyaltyofemployeesWe will conduct an annual employee satisfaction surveys to get opinions on how they review their work in the past year and gain insights on employee relationships.

5)PurchaseconsiderationBy implementing the nutrition information on the menu, we will track the purchase consideration for individual item, to see if the information is helpful for people to decide a food choice.

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TimetableBased on a 2016-2017 Calendar Year

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BudgetBranding

- Stickers - 500 3x3 stickers - $207- Magnets - 3,000 2x3.5 magnets - $362- Farmer’s Market Banner - $57.66- Newspaper press - $18.50

EmployeeLoyalty- Custom aprons - 25 @ $11.53 each = $368.59- Fabric marker pack - $5- Custom stamps - 25 @ $3.45 each = $86.25- Ink pads - 20 @ $3 each pad = $60

**Thisbudgetindicatespotentialout-of-pocketexpensesrelatingtotherecomendedtactices.

Total:$1,165

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Meetthe team

MallorySUGITAis a sophomore from Gilbertsville, Pennsylvania majoring in Integrated Marketing Communications at Ithaca College. She stays active on campus as the Treasurer of IC’s chapter of the American Advertising Federation, a Student Development Officer for the IC Annual Fund, and a Dean’s Host for the Park School of Communications. Mallory is very passionate about causes like animal rights and women’s education and hopes someday work in nonprofit development and donor relations.

DonaldHodgkinsonis a sophomore Integrated Marketing Communications major at Ithaca College from Sharon, Massachusetts. Don stays involved on campus as the General Body Ambassador for IC’s chapter of American Advertising Federation and rows for the IC Crew Team. He is passionate about yo-yoing and designs and hopes to one day become an art director at and advertising agency.

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Meetthe team

Tyler SAPPis a sophomore Acting major with a minor in Integrated Marketing Communications. He is from Columbus, New Jersey. Tyler is involved with theatrical performances on and off campus, as well as student films. He is very passionate about telling stories on stage and on camera, and that passion extends into the art of branding-- telling the story about what makes a company unique, and why they do what they do.

MatthewMelois a sophomore at Ithaca College majoring in Integrated Marketing Communications. Growing up in Foxborough, Massachusetts, he had the unique opportunity to work with the New England Revolution and Town of Foxborough Soccer Association as an events management intern. On campus, Matthew is involved with ICPRSSA, the college’s chapter of the Public Relations Student Society of America. Matthew is interested in a public relations career in crisis management or within the music or sports industry.

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DillonAVNETis a sophomore IMC major studying at the Park School of Communications at Ithaca College. Dillon is a member of ICPRSSA, a student run organization specializing in public relations. In addition to ICPRSSA, Dillon is also a consultant for the Ithaca branch of 180 Degrees Consulting. 180 Degrees provides socially conscious organizations with high quality and affordable consulting, developing innovative, practice and sustainable solutions to whatever challenges the organization is facing. In addition to Dillon’s extracurricular activities, he also enjoys watching movies and skiing.

XuanGui is a junior Integrated Marketing Communication major at Ithaca College from her hometown of Kunming, China. Regarding campus involvement, she is currently the Vice President of Advertising for Ithaca College’s Chinese Student and Scholar Association. She also works as a student assistant for the college’s Parking Services and Public Safety office. Back to her hometown, she spent a summer with Hosbi Strategy Planning Co. as a copywriter intern. After graduation, Xuan wishes to work in media relations or at the Disney Company.

Meetthe team

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Appendix AMeettheFarmerCampaign

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Appendix BNewBoxWithStampDesign

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Appendix CNewLogo

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Appendix DStop Sign Stickers

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Appendix ERefridgeratorMagnet

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Appendix FSnapchatFilter

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Appendix GFarmer’sMarketBanner

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Appendix HStyle Book

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Appendix ISocial Media Posts

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Appendix JNewspaperAd

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Appendix KPromotionforNewLocations

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Appendix LEmployeeReachout

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Appendix MCustomizedAprons&Stamps