This semester my PR Capstone team rebranded and assembled marketing materials for 'Dusty Rose Design', a tie-dye fashion company based in San Francisco. I contributed throughout the brainstorming, design and implementation processes. However, in particular, I took on the roles of editor and copywriter.

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PR Capstone
December 2015

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Table of Contents
Contact................................................................................3
Executive Summary.....................................................4
SWOT Analysis..................................................5-6
Website Facelift............................................................7
The New and Improved Website......................8
About Me Page.............................................................9
Online Shopping..........................................................10
Contact/Events.............................................................11
Look Book.............................................................12-18
Photo Shoot.......................................................,20-25
Video Script..................................................................31
Blog/Press...........................................................32-36
Evolution of the New Logo.................................37

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Contact
Pamela Arbelaez
Hannah Sellers
Allie Dethmers
Lizzy Rosenberg
parbela1@ithaca.edu
(347) 753- 4170
adethme1@ithaca.edu
(845) 544- 5514
hsellers1@ithaca.edu
(440) 226-1571
erosenb3@ithaca.edu
(203) 644-6774

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Executive Summary
It has been a pleasure to work with Dusty Rose throughout this semester. Our days
have been infused with the bright colors of the brand’s tie-dye creations and en-
riched by the deep history of the industry with which we have developed a great
fondness for. Drawing inspiration, from the strong connections consumers feel
with tie-dye, we have striven to help expand the Dusty Rose community and create
greater accessibility to the company’s handcrafted clothing line.
business. Using other fashion forward lines as inspiration we designed and imple-
mented a clean and easy to navigate website that comes up high on search results.
The website provides a platform for consumers to familiarize themselves with the
business’ tie-dye designs as well as the story behind the label and the high stan-
dards it holds. The website also serves as a foundation for the brand’s image by
providing access to the Dusty Rose social media sites and Etsy shop as well as con-
tact information for business founder Sharon Aronowitz.
Website components such as the video on the history of tie-dye, the photo spread
of Dusty Rose models and the copy written about the business and Sharon are all
resources that can be used in future public relations print and online material. This
ensures that a consistent brand image is generated across platforms. For instance,
the social media calendar that guides the timing and content of posts across social
platforms throughout the holiday season and beyond incorporates the photos tak-
en for the website so as to connect back to the core brand image.
The website and its resources also act as references both for general consumers
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ten a press release and assembled a list of bloggers and publications that we feel
Dusty Rose will resonate with. Along with forwarding the press release, we have in-
dicated that certain bloggers could also receive Dusty Rose clothing to experience
Having personally seen the excited reactions Dusty Rose tie-dyes elicit, we have felt
deeply connected to furthering the work of this brand. From the beginning, it was
evident that the Dusty Rose designs are greatly admired within the music festival
and craft market circuit that Sharon Aronowitz sells at. It was our goal to take that
community online, extending its reach beyond California. We have not only suc-
ceeded but exceeded in this endeavor as we have both built an online presence
through rich media and offered ways to maintain it beyond our involvement.
We look forward to the continued growth of Dusty Rose and wish to thank Sharon
Aronowitz for her support and encouragement during this project.

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SWOT Analysis
Strengths
Weaknesses
Dusty Rose had a number of strengths coming into this project. Each piece of cloth-
ing is handmade, which is very popular among fashion enthusiasts, especially to
Each piece is also made with non-toxic dyes, and different colors and styles can be
-
ing from size small in kids, to size XXL in adults.
The clothes also strongly appeal to yogis and those attracted to tie dye and hippie
culture, so the fact that Sharon has connections allowing her to attend festivals and
knowledge of social media, which was a good start towards further building her
brand.
Dusty Rose had to work on a few things to improve the brand. First, the website was
very basic and hard to navigate. None of the links to different pages worked, and none
edit and update, and none of the events Sharon was attended were posted. Overall, it
was very unattractive. The few photos on the website that actually featured Dusty Rose
products were subpar, and not well integrated into the website. Those who visited the
website were unable to get a good idea of the extent of the brand, and would have to
navigate to the Dusty Rose Etsy account to buy and see most of Dusty Rose’s inventory.
Dusty Rose’s social media was also rarely updated. The Dusty Rose Instagram had less
than 10 posts, and the Facebook was only getting updated every few weeks. Sharon
was also unsure of how to connect her personal Facebook to the Dusty Rose fan page,
so many posts for Dusty Rose were going on her personal Facebook, which isn’t a pub-
lic page.

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Opportunities
SWOT Analysis
clothing has provided for a very successful photo shoot, and we were able to
compile a look book for the website, which features a variety of Dusty Rose’s bo-
hemian-chic clothing, kids clothes and yoga wear. This also allowed us to poten-
tially provide any interested bloggers with samples of clothing to feature on their
blogs.
Sharon and her partner’s basic knowledge of social media also provides for op-
portunities to improve Dusty Rose’s social media activity. By providing them with a
social media calendar, they will be able to post on a more consistent basis.
The holidays are also an opportunity to sell products as gifts. We have provided
a press release and a blog outreach for the holidays. We’ve sent these to a list of
bloggers to feature on their websites, and to newspapers to feature in their publi-
cations.
Threats
One of Dusty Rose’s threats includes bigger competition that sells tie-dye and yoga
clothing. These bigger brand names, such as Free People and Lulu Lemon, have
more advertising and more popularity on social media. Dusty Rose also isn’t sold in
stores, and is exclusively sold online, unlike its competitors.
Additionally, San Francisco natives may know about Dusty Rose, as well as friends
of Sharon and those who have attended the same events as Sharon, but Dusty Rose
has minimum brand awareness compared to other companies of the like.

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Website Facelift
Implementation
-
-
.
we set about re-imagining the website.

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The New and Imporved Website

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About Me Page
general.

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Online Shopping!

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Contact
Events

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Look Book
-

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Photo Shoot
Our objective in assembling models for the photo shoots was to showcase
both men and women of different ages, races and body types in order to
show that tie-dye can truly be worn by anyone. Ultimately, our models
included three women in their early 20s, one woman in her 30s and one
woman in her 60s. Due to limited clothing availability, we only had one male
model in his 20s and one young girl that was 3 years old.

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Social Media
Facebook
It’s important that Facebook is updated on a more regular basis than it has been in
the past. It doesn’t need to be updated everyday, but maybe a few times per week.
Recommended posts should include photos from the photoshoot as well as photos
featuring customers, friends and family wearing Dusty Rose clothing in their every-
day lives.
Captions for these photos, in addition to other posts, should include event updates,
any possible sale items or promotions for the holidays, posts about her Etsy, posts
about any bloggers who featured Dusty Rose on their blogs, as well as new cloth-
ing arrivals. Each post should include related hashtags, including: #tiedye, #boho,
#bohochic, #yoga, #nature, #festival, #hippie, #vintage, #handmade and #dustyrose.
Facebook page.
The Dusty Rose fanpage should also follow related fan pages for yoga, fashion and
bohemian styles. Dusty Rose should “promo for promo” with related these Facebook
fan pages, to gain followers with similar interests.

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Instagram
per week. Instagram posts will include photos from the photoshoot, as
well as customers wearing her clothes in everyday life, and related pho-
tos involving yoga, nature, bohemian celebrities, festivals and crafts fairs.
Captions to these Instagram posts might advertise new pieces of cloth-
ing, upcoming events and any possible promotions. Each post should
also include a few of the related hashtags above.Some of the Instagram
posts should be linked to the Dusty Rose Facebook page, which will
ideally encourage Dusty Rose Facebook followers to follow Dusty Rose
on Instagram.
Another way Dusty Rose could gain a bigger following would be to “like”
and comment on photos from other related accounts. Sharon could
message other companies to organize “promo for promo” posts, to gain
followers who might be interested in Dusty Rose.

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Pinterest
One of the boards that Sharon’s Pinterest should include is “Fashion.” It won’t
feature her own clothing, but it will feature other clothes with captions that ad-
vise Pinterest users to pair them with Dusty Rose pieces. She should also have a
“Yoga” board which will include instructive yoga poses and online classes. It is
also advisable to include a “Zen” board, which can feature peaceful places to do
yoga, and a “Festival Inspiration” board to include posts about festivals around
the world as well as festival fashion photos.
Sharon should also upload photos of her clothes on Pinterest, some of which she
could post to her “Fashion” board. These posts will have captions including her
website’s URL and all related hashtags.

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Social Media Calander

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Social Media Calander
Images
Christmas Countdown

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Social Media Calander
Images
International Women’s Day Mother’s Day
Valentine’s Day Cinco De Mayo
Back to School
National Yoga Day
New Years Columbus Day Fathers Day

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Video Script
VIDEO SCRIPT
TITLE: “Tie-Dye Video”
PREPARED FOR: Dusty Rose
WRITER: Hannah Sellers & Lizzy Rosenberg
PRODUCER: TBD
DRAFT: First
DATE: December 3, 2015

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“Formatted Script.doc” • 12/3/15 • 1
V I S U A L A U D I O
FADE IN:
1. Various shots of images of tie-
dye.
SFX: Up tempo music.
NARRATOR: Tie-dye. A method of producing
textile patterns by tying the fabric to shield parts
from the dye.
2. Shot of people strolling through
The Commons
NARRATOR: In the U.S these colorful designs
can be found everywhere,
3. Pan to the The Commons
playground
NARRATOR: from children at summer camp
4. Pan to the outdoor yoga
practitioners
NARRATOR: to yoga practitioners
5. Fade to music festival images NARRATOR: to music festival goers
6. Pan over various celebrity
magazine overs
NARRATOR: to stars walking the red carpet.
7. Fade to a spinning globe that
starts at US
NARRATOR: However, long before tie-dye was
popularized in the U.S. through the counter
culture hippie movement, the dying methods had
been used around the world as early as the 6th
century.
8. globe pauses at Asia NARRATOR: In fact, many of the world’s oldest
dying practices still exist today.
9. Fade to images of Bandhani
textiles
NARRATOR: Bandhani, which originated in

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V I S U A L A U D I O
India, uses intricate dots to form elaborate
patterns.
10. Cut to Shibori images NARRATOR: Equally stunning are the woven tie-
dyes known as shibori from Japan
11. In faded background globe spins
to Africa and images of pits zoom
forward.
NARRATOR: as well as the creations from indigo
dye pits found in Nigeria.
12. Fade to vintage footage of
dancing and hula-hooping youth
SFX: 60s music
NARRATOR: The vibrant colors and bold
patterns of tie-dye were introduced into American
pop culture in the 1960s as part of the youth
generation’s free-spirited lifestyle
13. Fade to images of
rockstars/woodstock
14. Fade to footage of picket signs
protesting the war
NARRATOR: with stars such as Jimi Hendrix and
Janis Joplin popularizing the fashion.
NARRATOR: But long after the Vietnam protests
and sexual revolution have subsided,
15. Pan across image of tie-dye
bears
SFX: Grateful Dead music
NARRATOR: tie-dye has stuck around with
bands like the Grateful Dead and Phish
maintaining its connection to rock music

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V I S U A L A U D I O
throughout the ’80s and ’90s.
16. Footage of people perusing
Kohls/Target
NARRATOR: During the 2000s tie-dye has
experienced a resurgence in popularity, with it
being mass-produced and made nationally
available through big retailers.
17. Transition from hands in retail
store to hands making tie-dye
NARRATOR: Yet, to this day, the fine art of tie-
dye and the vibrancy it breathes into fabrics is
still best captured by craftspeople like Sharon
Aronowitz.
18. Hands reach over and hang up a
piece on a cloths line to dry
NARRATOR: Sharon Aronowitz has been an
established tie-dye guru for the last 30 years in
San Francisco.
19. Pan across Sharon’s pieces NARRATOR: After studying graphic design in
college and later going into freelance silk
screening for a few years, Sharon decided it was
time for her to start her own line of tie-dye
clothing.
20. Zoom in on Dusty Rose tags
NARRATOR: While coming up with a name,
Sharon chose “Dusty Rose,” not only after the
classic sultry shade of pink, but also after the
name of her grandmother.

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V I S U A L A U D I O
21. Footage of body putting on a shirt
in front of a window framed by
the light
NARRATOR: After seeing the immediate
success of the first shirt she designed and sold,
Sharon realized that tie dying was her true
calling.
22. Fade to photo of Sharon NARRATOR: She started her small crafts
business, Dusty Rose Designs in the 1980s,
23. Pan across market NARRATOR: mainly selling her products at crafts
fairs.
SFX: Iron and Wine song begins
24. Cut to screenshot of Etsy shop
NARRATOR: Since then, the business has
steadily gained traction distributing Sharon’s
work nationally via her online Etsy shop.
25. Return to market focusing in on
customer/business interactions
NARRATOR: All the while, she has continued to
maintain and build upon the relationships formed
with many customers,
26. Fade to image of woman in tie-
dye
NARRATOR: providing her bohemian-loving
yogis with colorful, fun and comfortable clothing
27. Fade to image of children in
tunnel wearing tie-dye
NARRATOR: from the smallest of the small

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V I S U A L A U D I O
28. Fade to image of older woman
wearing tie-dye
NARRATOR: to those who’ve cherished tie-dye
since its arrival in American pop culture.
29. End with page of all Dusty Rose
social media sights that fades to
shop site
NARRATOR: To see more of Sharon Aronowitz’s
creations visit her shop at:
SFX: Iron and Wine song cresendos

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Press
Blog

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37. 37
Evolution ofThe New Logo
the style of her old logo while adding subtle changes in order to harmonize
black-and-white logo felt disconnected with the colorful tie-dye designs the
brand represents.
is representing, and infused the logo with full color.
Orginal Process work Process work 2
final logo