Halsey House Public Relations Plan

December2015
HalseyHouse
Est. 1829
Halsey House
Bed & Breakfast
PublicRelationsPlan

Est. 2015
Meet the Team
Jessica Scarcella
Jscarce1@ithaca.edu
Hannah Biehn
Hbiehn1@ithaca.edu Manda Goldberg
Mgoldbe1@ithaca.edu

Executive Summary
Working with David and David this past semester has been a pleasure for
all three of us. We wanted to focus on helping the Davids continue to brand
themselves along with the fabulous Halsey House Bed & Breakfast. We
have worked very hard these past few months to develop a public relations
plan that would be both beneficial and practical to the Davids and the
Halsey House Bed & Breakfast.
It is important that Halsey House Bed & Breakfast keeps its lines of social
communications open with bloggers and media. Social media has been a
great impact for the brand, especially introducing Instagram and Twitter.
The Davids do a great job with Facebook. Not only is a large percentage of
the target market on these social platforms but this is now how the media
communicates with one another and how buzz gets around.
Halsey House Bed & Breakfast has a warm and welcoming feel just as soon
as you enter the door, this is why documenting with photos and posting
these photos on social platforms is so important.
In this book we have provided the necessary tools needed to send out
materials to press, bloggers and media as well as social media tips and
tricks and how to access all of the accounts and utilize them all to the best
of your abilities.
We have also left you with a few suggestions we feel might benefit the
Halsey House Bed & Breakfast.
Again, we have thoroughly enjoyed working with the Davids. Should you
ever have any questions, never hesitate to reach out.
All the best,
Jessica, Hannah and Manda

Goals
To brand The Halsey House Bed &
Breakfast and “The Davids”
To increase and enhance social media
between the months of September &
December 2015
Facebook
Instagram
Twitter
Build Awareness between the months of
September & December 2015 to increase
guests in the off seasons

Est. 1829
Media Outreach
Pages 5-8

Media List
Traditional media relations involves pitching businesses and products to
the media. Pitching has the ability to generate free publicity for Halsey
House Bed & Breakfast in local newspapers, magazines, and online
news outlets. The Finger Lakes region has numerous outlets that would
be receptive to do a feature story on Halsey House Bed & Breakfast.
UVM’s stand for Unique Visitors per Month on a website.
Circulation is the number of copies of each issue of a
newspaper or magazine distributed.
See the list below for contact information.
Cornell Chronicle
Daily News from Cornell University
General Contact
(phone) 607-255-4206
(email) http://news.cornell.edu/content/contact-us
(website) http://news.cornell.edu/
Dragon Chronicle (SUNY Cortland)
Weekly News from SUNY Cortland
Kimberly Mazzarro - Editor-in-chief
(phone) 607-753-2803
(email) dragonchronicle@cortland.edu
(website) http://dragonchronicle.wix.com/dragon-chronicle
WBNG-TV Online (Binghamton)
Local Binghamton news station
UVM’s: 163,692
Scott Gallagher
(phone) 607-729-8812 ext. 272
(email) gallagher@wbngtv.com
(website) http://www.wbng.com/
Fingerlakes.org
Official Finger Lakes Tourism Alliance
Website
General Contact
(phone) 315-536-7488
(email) MarianneR@fingerlakes.org
(website) http://www.fingerlakes.org/
Ithaca Journal
News and information for Ithaca and Tompkins County
Circulation: 9,050
Lois Wilson; Content Editor, Local News
(phone) 607-272-2321
(email) loiswilson@ithacajournal.com
(website) http://www.ithacajournal.com/

Media List
Finger Lakes Times Online
Finger Lakes Times website
UVM’s: 44,578
Chuck Schading
(phone) 315-789-3333 ext. 250
(email) editor@fltimes.com
(website) http://www.fltimes.com/
Ithaca Chamber of Commerce
General Contact
(email) info@tompkinschamber.org
(website)
http://www.tompkinschamber.org/
Newyorkupstate.com
Online site with tourism information on
Upstate New York
General Contact
(email) feedback@newyorkupstate.com
(website) www.newyorkupstate.com
IC View
Yearly Ithaca College Magazine
General Contact
(phone) 607-274-1813
(email) icview@ithaca.edu
(website) http://www.ithaca.edu/icview/
Life in the Finger Lakes
Bi-monthly magazine on all the happening in
the Finger Lakes region
Circulation: 31,000
Tina Manzer
(phone) 315-789-0458
(email) tmanzer@fwpi.com
(website) http://www.lifeinthefingerlakes.com/
The Ithaca Voice
Online only news and information site
serving Ithaca and Tompkins County
Jeff Stein
(phone) 917-887-2891
(email) jstein@ithacavoice.com
(website) http://ithacavoice.com/
Rochester City Newspaper
General Contact
(phone) 585-244-3329
(email) themail@rochester-citynews.com
(website)
http://www.rochestercitynewspaper.com/
Rochester Democrat Chronicle
Daily Rochester Newspaper
Circulation: 87,972
Mark Liu
(phone) 585-258-2590
(email) mliu@gannett.com
(website)
http://www.democratandchronicle.com/

Media List
The Cornell Daily Sun
Student-run publication at Cornell University
Circulation: 2,500
Juan Forrer
(phone) 520-780-6377
(email) jforrer@cornellsun.com
(website) http://cornellsun.com/
The Cornell Review
Conservative Cornell newspaper
General Contact
(email) cornellreview@cornell.edu
(website)
http://www.thecornellreview.org/
The Ithacan
Ithaca College student-run newspaper
Circulation: 5,000
Michael Serino
(phone) 607-274-1036
(email) ithacan@ithaca.edu
(website) https://theithacan.org/
Ithaca Times
Represents the following newspapers:
Ithaca Times; Lansing Ledger; Groton
Independent; Dryden Courier; Newfield News;
Candor Chronicle; Spencer Random Harvest;
Trumansburg Free Press; Interlaken Review;
Ovid Gazette
Circulation: 20,382
Jim Bilinski
(phone) 607-277-7000
(email) jbilinski@ithacatimes.com
(website) http://www.ithaca.com/
Visit Ithaca
Official tourism website for Ithaca and
Tompkins County
General Contact
(phone) 607-272-1313
(email) info@visitithaca.com
(website) http://www.visitithaca.com/
The Post-Standard Syracuse
Daily broadcast newspaper in Syracuse, NY
Circulation: 96,835
Steve Hodgens
(phone) 315-470-0011
(email) shodgens@syracuse.com
(website)
http://www.syracuse.com/poststandard/

Est. 1829
Press Kit Materials
Pages 9-16

Press Kit
A press kit is a helpful tool when pitching to media outlets. It serves as a
way to provide the media contact with more detailed information about
Halsey House Bed & Breakfast and the unique and comfortable
experience prospective guests and local media should know about. The
following materials can be included in a Halsey House press kit.
Pitch letters serve as an introduction for the business that is pitching the story. They provide the media
outlet with a contact person and the story idea the business is attempting to place in the publication. On
the following pages, find media pitches containing the Halsey House open house idea, an interview
Q&A with the Davids, and a pitch to send out to the local colleges' administrative assistants that
book travel accommodations for parents, alumna, and guests of the college.
Pitches
The fact sheet included provides quick information about Halsey House, the history and the special
accommodations the Halsey House offers. This document can serve as a quick reference for
anyone who is writing content about Halsey House and needs a basic fact to enhance their story.
Fact sheet
Press releases serve as a public relations announcement issued to the news media and
other targeted publications for the purpose of letting the public know of business
developments or partnerships occurring. The press release on the following pages is an
announcement of the Halsey House and Hazelnut Kitchen partnership. It’s important to
alert local media of this happening because both businesses are well-respected in the
Finger Lakes region and Hazelnut Kitchen is known throughout New York State.
Announcing the partnership could garner major publicity for Halsey House.
Press Release
____________________________________________________________

Local College Administrative
Assistants Pitch Letter
To Whom It May Concern:
For those who work with speakers/guests and are looking for a bed and breakfast we invite you to
explore this local hidden gem -
the Halsey House Bed & Breakfast. We are a 19th-century Federal-style mansion listed on the
National Register of Historic Places, located in Trumansburg, just a few minutes from
Taughannock Falls and less than 20 minutes from Cornell University.
The B&B's newest innkeepers David Blake and David Wren have been affectionately called "the
Davids" by their guests for offering exceptional hospitality. And the B&B has been getting rave
reviews on Premier Traveler USA , BedandBreakfast.com and Yelp, as well as the #1 ranking on
TripAdvisor for B&Bs in the Trumansburg area.
The B&B is also experienced in hosting and handling all the details for a retreat or small business
conference.
We will be hosting an open house on November 17 at 6:30pm. Here is the link to the evite: Halsey
House Open House If you’re unable to attend, we also can work out another time for you to visit.
Looking forward to hearing from you at your best convenience.
All the Best,
Hannah Biehn
Halsey House Bed & Breakfast Corporate Rates for Guests of Ithaca College:
Call to confirm availability and rates and state that you seek “Ithaca College Corporate Rate” when calling.
Discounts are available only to those who are business guests or other guests of/to Ithaca College and are
not available for family of IC students or students or casual visitors. Full seated breakfast is included as well
as free wifi, snacks, 24 hour coffee and tea, HD TV, DVD, A/C, some rooms have fireplaces
15% off regular rates December 1st - April 30th
10% off regular rates May 1st - November 30th
No discounts for special event or holidays
All rates are for single/double occupancy

Davids Interview Q&A Pitch
Letter
Dear ( ),
Hope this finds you well.
I wanted to let you know about the Halsey House Bed & Breakfast, a 19th-century Federal-style
mansion listed on the National Register of Historic Places, located in Trumansburg, just a few minutes
from Taughannock Falls.
David’s" by their guests for offering exceptional hospitality. And the B&B has been getting rave reviews
on Premier Traveler USA , BedandBreakfast.com and Yelp, as well as the #1 ranking on TripAdvisor
for B&Bs in the Trumansburg area.
We would love for (news outlet) to feature an article on “The David’s.” Their warm personalities and
exceptional hosting skills have set them apart from other bed and breakfasts in the area. Please see
below for a Q&A with the David’s. If you are interested in featuring a story on the innkeepers and
would like to set up a personal interview at your convenience for further questions, please let me know!
What's your story?
David Blake and I believe ourselves to be the most unlikely of innkeepers. It was never our dream to own a bed
& breakfast, and if anyone had suggested it to us even as recently as 2008, we would have laughed at the idea.
We have always been described by our friends as consummate hosts. We love to entertain and have
frequently done so during our life together, which began in 1994.
When Dave (Blake) decided, after 40 years as an attorney in Delaware County, Pennsylvania, to call it quits
and looked to a big, new adventure, it was our friends, who suggested we contemplated ideas related to the
entertaining that they had come to think we did so well.
We wanted to combine our talents with a lifestyle and investigated different venues. We briefly considered the
idea of a restaurant. We knew that we wanted to consolidate our lives, live above the store, somewhere away
from the maddening crush of the city, pursuing something we would find manageable, and be substantially in
control of our own success.
Dave Blake is an inspired cook who loves the culinary arts, I, on the other hand; enjoy socializing and making
guests comfortable. Together we are a great team. It was a process of elimination that finally gave us the idea
of a B&B.
That’s when a three-year search began. We knew we wanted to be on the East coast, so we scoured the
countryside from mid-coast Maine to the southernmost point of North Carolina. We visited the best and worst of
the inns for sale, which gave us an appreciation for what works, and what doesn’t work in a bed and breakfast.
Just at the time when we were wondering if we would ever come to find the suitable home and business,
someone suggested that we visit the Finger Lakes in upstate New York.

Davids Interview Q&A Pitch Letter
We’d been to Ithaca several times during the years that Dave’s son was attending Ithaca College, but never
really had an opportunity to enjoy the area. Just quick trips up for school functions and back to Philadelphia.
It was love at first sight when we drove through Trumansburg. And when we stepped through the door at Halsey
House the first time, we knew we were home. We welcomed our first guests on June 6th, 2013. I met them in
the car park in the pouring rain to assist in bringing in their luggage. They were a charming couple from Canada
whose children had reserved time for them at Halsey House to celebrate their wedding anniversary.
Dave (Blake) stood in the threshold to greet us. By the time we reached the porch, they were no longer
strangers. Dave and I knew we’d made the right decision to take this turn in the road. Our intermission was over.
Act III in our lives had begun.
Why did you decide to open a Bed and Breakfast?
We decided to enter the B&B field when friends suggested it to us after other ventures were considered and
discounted (bookstore/coffee shop, restaurant/bistro, prepared meal/specialty food store, etc.). Friends always
liked our parties and hospitality and said we should just keep on doing that and get paid for it.
What has been your favorite part of owning a Bed and Breakfast?
For me the best part of owning a B&B is a combination of things: living and working with someone I love so we
are together more than ever before, meeting wonderful guests and making new friends with some of them, and
having the opportunity to live in a wonderful old farm house as our home and business. Not having to commute
to the office is an added bonus.
What advice would you give to others looking to start a Bed and Breakfast?
Research, research, research...talk to the neighbors, talk with other B&B owners in the area as well as outside
the area, take a course for aspiring innkeepers, know the laws of the state you are considering and be prepared
to have some bad days - but relax and enjoy the ride and the guests.
We've heard a lot about your famous breakfast - what is your favorite dish to prepare?
My favorite dish is one of the easiest but one that gets the guests asking questions and wanting the recipe:
Individual Dutch Baby Puff Pancakes that I make in an oval ramekin so it puffs up like a canoe and presents a
great spot to fill with a fruit compote and sautéed apples. I then top with something like a crème anglaise, Dulce
de Leche or a butter rum syrup (for bananas praline). It is simple, not too heavy, and very tasty and rarely
something guests have had before. As I am not a big fan of sweet breakfast, I personally enjoy deconstructed
eggs Florentine or a baked herbed cheese egg dish with smoked salmon, and a lemon dill hollandaise or a spicy
southwest frittata with a salsa verde.
What differentiates Halsey House from other Bed and Breakfasts in the area?
We see Halsey House as our home first and a business second and I believe that the guests recognize that fact
and appreciate it. We do not have a lot of signs/rules, just that the guests be respectful of us, of other guests,
and our property. We love the area and truly enjoy sharing that love with our guests so we are regular tour
guides and ambassadors. We do it because we enjoy it and not because it is expected to do - we are rather
proactive in that regard. Like many of the other B&Bs in the area, we have top of the line bedding, quiet
comfortable rooms, TV’s, air conditioning, etc., but we also offer the "David’s" experience which no other B&B
can offer. Our breakfast has garnered many nice reviews and comments and requests for recipes. And we
appreciate that and are thrilled that guests have enjoyed those meals and our snacks but I believe the bottom
line is that we offer the best hospitality. That is what we are all about.

Halsey House/Hazelnut Kitchen
Collaboration Press Release
FOR IMMEDIATE RELEASE
Halsey House Bed & Breakfast
2057 Trumansburg Rd.
Trumansburg, NY 14886
(Phone) 607-387-5428
(Email) halseyhousepr@gmail.com
Halsey House Bed & Breakfast and Hazelnut Kitchen Partnership
ITHACA, N.Y.--November 17, 2015 − The Halsey House Bed & Breakfast, a 19th-century
Federal-style mansion, and the Hazelnut Kitchen, both of Trumansburg, New York, have
partnered up once again this year to offer a special deal. Guests who stay a total of two
consecutive nights between the dates of November 1, 2015 and April 1, 2016 will receive a $100
gift certificate to the famous Trumansburg staple restaurant, the Hazelnut Kitchen.
This offer excludes holidays and is only good Thursday thru Monday. This gift certificate must be
used during the guests stay at the Halsey House. A special code word must be used by guests
upon arrival to the Halsey House to redeem their gift certificate. The code word is “butternut.”
Rates range between $209-$289. Rates are per room, based on single or double occupancy. A
stay at the Halsey House includes a full breakfast (can accommodate dietary restrictions with
little advance notice) and evening snacks. Children 13 and up are welcome. For additional
persons please add $50 per night. Prices do not include 11% for sales and room taxes.
Innkeeper David Blake said, “Halsey House has the longstanding reputation for quality and
welcoming hospitality among travelers visiting the Finger Lakes. It is the cherished home of
hosts who take pride in making every guest feel as though they are reuniting with old friends.
Partnering with Hazelnut Kitchen was a no-brainer — it is one of the best restaurants in the
Finger Lakes region that showcases local produce and wines and goes above and beyond to
make sure its’ guests have an extraordinary dining experience.”

Halsey House/Hazelnut Kitchen
Collaboration Press Release
About Hazelnut Kitchen
The Hazelnut Kitchen is a farm to table destination restaurant in the Finger Lakes with a
sustaining community and local enthusiasm. Each dish on the menu uses fresh, local ingredients
and intelligent and unusual combinations. Reservations are strongly recommended; dinner is
served Thursday – Monday; 5 p.m. – 9:30 p.m. Hazelnut Kitchen is located at 53 Main Street, in
the village of Trumansburg, on Route 96; vegetarian and gluten free menu options; closed
Tuesday & Wednesday. For more information and reservations, contact the Hazelnut Kitchen by
phone at 607-387-4433; or log on to http://hazelnutkitchen.com/homepage./.
About the Halsey House Bed & Breakfast
The Halsey House Bed & Breakfast is a 19th-century mansion listed on the National Register of
Historic Places with 21st-century amenities, located in Trumansburg, NY. The B&B's newest
innkeepers David Blake and David Wren have been affectionately called "the David’s" by their
guests for offering exceptional hospitality. The B&B has been getting rave reviews on Premier
Traveler USA, BedandBreakfast.com and Yelp, as well as the #1 ranking on TripAdvisor for
B&Bs in the Trumansburg area. Built in 1829, along what is now State Route 96, Halsey House
is listed in the National Register of Historic Places and the U.S. Department of the Interior touts it
as “one of the most elaborate and the best preserved early Greek Revival house in the region.”
Guests take a step back in time in such surroundings as original wide-plank pine floors and
grain-painted mahogany doors, yet guests are afforded every amenity expected by 21st-century
travelers. The house has five elegantly appointed guestrooms, with either king or queen-sized
beds and private bathroom, TV, with DVD player, A/C and high-speed wireless Internet. The
Halsey House is less than 10 miles from both Cornell University and Ithaca College and
conveniently close to Cayuga Lake and Seneca Lake and their wine trails. The B&B sits across
the road from Taughannock Creek and is only 1.8 miles from the famed overlook at
Taughannock Falls. For more information and reservations, contact the Halsey House by email
at innkeeper@halseyhouse.com; by phone at 1-800-387-5590 or 607-387-5428; or log on to
http://halseyhouse.com.
###
If you’d like more information about the Halsey House Bed & Breakfast or to schedule a time to
come see the Halsey House, please contact Manda Goldberg at 914-584-9316 or e-mail Manda
at halseyhousepr@gmail.com

Fact SheetDescription
The Halsey House Bed & Breakfast is a 19th-century mansion listed on the National Register of Historic Places with 21st-
century amenities, located in Trumansburg, NY. The B&B's newest innkeepers David Blake and David Wren have been
affectionately called "the David’s" by their guests for offering exceptional hospitality. The B&B has been getting rave reviews
on Premier Traveler USA, BedandBreakfast.com and Yelp, as well as the #1 ranking on TripAdvisor for B&Bs in the
Trumansburg area. Guests take a step back in time in such surroundings as original wide-plank pine floors and grain-painted
mahogany doors, yet guests are afforded every amenity expected by 21st-century travelers. The house has five elegantly
appointed guestrooms, with either king or queen-sized beds and private bathroom, TV, with DVD player, A/C and high-speed
wireless Internet. The Halsey House is less than 10 miles from both Cornell University and Ithaca College and conveniently
close to Cayuga Lake and Seneca Lake and their wine trails. The B&B sits across the road from Taughannock Creek and is
only 1.8 miles from the famed overlook at Taughannock Falls.
History
Halsey House was built in 1829, along what is now State Route 96, and is listed on the National Register of Historic Places
and the U.S. Department of the Interior touts it as “one of the most elaborate and the best preserved early Greek Revival
house in the region.” The owners, known as “The David’s”, are originally from large cities and wanted to look for a simpler
lifestyle after David Blake had worked as an attorney for 40+ years. They wanted to combine their talents with a lifestyle and
began to investigate different venues. They knew they wanted to consolidate their lives, somewhere away from the maddening
crush of the city, pursuing something they would find manageable, and be substantially in control of their own success.
Combining their love of culinary arts and socializing and the fact that they are a great team, it was the process of elimination
that finally gave them the idea of a B&B. It was love at first sight for the David’s when they drove through Trumansburg, and
when they stepped through the door at Halsey House for the first time - they knew they were home.
Special Offerings
The Halsey House and Hazelnut Kitchen, both of Trumansburg, New York, have partnered up once again this year to offer a
special deal. Guests who stay a total of two consecutive nights between the dates of November 1, 2015 and April 1, 2016 will
receive a $100 gift certificate to the famous Trumansburg staple restaurant, the Hazelnut Kitchen. This offer excludes holidays
and is only good Thursday thru Monday. This gift certificate must be used during the guests stay at the Halsey House. A
special code word must be used by guests upon arrival to the Halsey House to redeem their gift certificate. The code word is
“butternut.” Rates range between $209-$289. Rates are per room, based on single or double occupancy. A stay at the Halsey
House includes a full breakfast (can accommodate dietary restrictions with little advance notice) and evening snacks. Children
13 and up are welcome. For additional persons please add $50 per night. Prices do not include 11% for sales and room taxes.
Address
Halsey House Bed & Breakfast
2057 Trumansburg Rd.
Trumansburg, NY 14886
Phone
607-387-5428
Website
http://halseyhouse.com/
Social Media
Facebook: https://www.facebook.com/halseyhouse/
Twitter: https://twitter.com/halseyhouse
Instagram: https://www.instagram.com/halsey_house/
For further information please contact the Halsey House PR team at halseyhousePR@gmail.com.

Est. 1829
Blogger Outreach
Pages 17-21

Blogger List
Living Lesh
Iesha Thomson
(email) ikt1991@gmail.com
The Surznick Commonroom
Sarah Wissinger
(email) s.a.wissinger@gmail.com
Victim To Charm
Sabina Leybold
(email) sleybol1@ithaca.edu
Hunterly Travels
Tami Villa
(email) tami@hunterlytravels.com
Masshole Mommy
Robin Ruehrwein
(email) massmommie@gmail.com
Eat Play Love Blog
Kristy
(email) eatplayloveblog@gmail.com
Alicatchef
Alison Kent
(email) goodeats.alison@gmail.com
Our Family World
Olfa Turki
(email) olfa@ourfamilyworld.com
Exploring Upstate
CHris Clemens
(email) chris@exploringupstate.com

Blogger Outreach Emails
Hi XXX,
Thank you for expressing interest in covering Halsey House Bed and
Breakfast.
We would like to gain some more insight on you are as a blogger.
If you could provide:
Unique Visitor:
Facebook link and # of followers:
Instagram handle and # of followers:
Website:
If you have any questions, don’t hesitate to contact me!
All the best,
Manda
Hi Alison!
Hope this finds you well. Big fan of your blog.
Not sure if you are familiar with the Halsey House Bed & Breakfast, if not, it is a 19th-century
Federal-style mansion listed on the National Register of Historic Places, located in Trumansburg,
NY, just a few minutes from Taughannock Falls.
Davids" by their guests for offering exceptional hospitality. And the B&B has been getting rave
reviews on Premier Traveler USA , BedandBreakfast.com and Yelp, as well as the #1 ranking on
TripAdvisor for B&Bs in the Trumansburg area.
We would love for you to come, stay at the house and write a post!
Looking forward to hearing back from you at your best convenience.
Best,
Manda Goldberg

Future Bloggers
Kristy - Connection via Twitter. I would be more
than happy to write a post on Halsley House
when we return to the FLX area.
Fall/Winter 2016
Tami Villa - Connection via Facebook. Travelling
Australia and Asia throughout March and April
May 2016

Est. 1829
Social Media
Pages 22-36

Social Media Tips
Keep all off your accounts consistent with the same profile images and related posts.
This will help people get to know your brand and recognize you.
Be smart about every word you say. Being on social media is giving the public an inside look into your
business. Make sure everything you say is representing your brand in a positive way.
Usually if you have to think twice about posting something you shouldn't post it.
Make sure you are keeping your followers engaged by posting frequently but don’t annoy
them by over posting . Being located in Trumansburg gives you an advantage in terms of
social media. It is a beautiful area and you have a lot to brag about! There is no one rule to how
much you should be posting on social media. It all depends on the type of followers you have
and how engaged they are and how engaged you want them to be. We will be suggesting
how frequently to post on specific social medias within the next few pages.
Having a social media account about a cute bed and breakfast is becoming somewhat of a trend
Today and you should use this to your advantage. Engaging bloggers is one of the most important
Things the two of you can do on social media.
Having successful social media accounts is hard work and it is not easy at all.
You can know everything there is to know about social media and still not have as many followers as
you would like. It is important that you keep in mind that it this is going to take a lot of time and hard
work, but the benefits in the end will be well worth it.
It is known that us millennials are the masters of social media. We grew up with is and we have
A good understanding for it. So try to think us, the first and last thing that we do everyday is check
social media, it’s best that you develop those habits as well. Start thinking of social media as a
part of your everyday life.
Brand Yourself
Think before you post.
Post frequently, but not too frequently.
Use social media to your advantage.
Treat social media like a job, because it is one.
Think like a millennial.

Est. 1829
Instagram
Pages 24-26

Instagram
Halsey House Bed & Breakfast currently has 35 followers on Instagram.
Utilizing an Instagram account will be extremely beneficial for Halsey
House because of the beautiful atmosphere of the bed and breakfast and
of the gorgeous surroundings of Trumansburg. Instagram will be a great
way for the Davids to showcase the area to potential guests, as well as for
guests/bloggers to document their time at Halsey House.
The Davids | The Chair | Jimmy Stewart |Tell Stories
Keep it consistent | Use # | Tag people
Halsey House Hot Topics &
Suggestions

Instagram
Do your best to follow the trends. Make
sure to keep in mind what is trending.
If you go to the search page of Instagram it
provides trending topics. Try to integrate
as many trending topics in your posts. This
can be done by tagging people and using
hashtags. This will help people to find you
and put you on the social media map.
The more hashtags you use and the more
people you try to engage in each post the
more exposure your account will gain.
Trends
Come up with weekly posts. For example as we talked about, it will be smart for you to
implement a weekly breakfast post. Sunday mornings will most likely work best for this.
By posting the breakfast you make weekly this will keep your followers engaged, each Sunday
morning they will be looking forward to seeing your breakfast post (#SundayBreakfast).
As we talked about, the angle
is everything, it might seem silly but sometimes it it is best to get the shot of the food from a birds-eye-view.
Therefor, standing on a chair might be necessary to get the best shot, or if you don’t want to get on the chair
Putting the plate on the floor is an alternative.
Consistency
This goes for all social media, make sure to be aware of what is going on in the world when posting.
It is best to keep a neutral stand on current event or controversies, it is extremely easy to turn people
off so it is best to not be involved in the first place.

Twitter
Twitter was the last of the social media accounts that we created. We decided it was important to
create mostly to keep in constant contact with the media and bloggers, not necessarily with our
target market. It is important to keep in mind that our target market, are primarily using social
platforms such as Facebook and Instagram. It is best to utilize Twitter as a method of
communication. Twitter is also a great tool for Halsey Houses’ guests to use to document their
stay and use the trending hashtags as previously mentioned.
Utilize Crowdfire to schedule tweets for 3-5 times a
day
Tag any other relevant businesses/Finger Lakes
related companies
Make sure you are always researching the trending
hashtags
Keep track of #NationalDays
Adding media (images, video) in your tweets achieves
the most engagement
Every season you should change your cover photo
If you decide to change to logo of Halsey House this is
when you should change the profile image
We used Twitter to raise Halsey Houses’ brand awareness in general. The
above analysis shows how we did this in the past month.
by going to analytics.twitter.com you can acquire these statistics at any time*

Twitter
Examples of tweets, retweets, favorites and replies on Twitter

Est. 1829
Facebook
Pages 30-32

Facebook
The Halsey House Bed & Breakfast's Facebook page currently has 750 likes. While
this is a great number, and the Davids do a great job of posting on their own, we
would like to see the number of post interaction and the reach increase, leading to a
higher increase of “likes”, eventually leading to more visitors to the Halsey House!
Utilize the schedulizer on Facebook.
You can schedule posts minutes, hours, days, months in advance!
Link Instagram to FB page, so the images are shared twice as much.
Try to post media (images/video) with as many posts as possible, as these get the most engagement
Make sure you are “liking” other similar pages
Keep in touch with guests, bloggers and media on Facebook, using the @ (Facebook name)
Suggestions:
Analytics

Est. 1829
Social Media Trackers
Pages 33-36

There are a lot of different social media trackers out there. They are used for a number
of reasons: to find out how engaged your followers are, to help you to follow the right
people, to tell you when the best time of the day to post is based on your followers, to help
you to create content that your followers are more likely to be attracted to, to tell you
whats trending, and so much more. We think that it will be beneficial for you to use at
least two different types of social media trackers. Klout and Crowdfire are two that can
benefit your social media presence greatly.
After you have created your account, click on Settings menu on the left side to
change your account settings. You can log in by using your Twitter or Facebook
account. Under Profile tab, you can enter Account name, Profile pic and About.
You can use Klout for an individual account or for a business account. I am using
Klout for a business account. When you connect your Twitter account, you can
use your Twitter profile picture and description.
Change basic settings:
Add social networking accounts: Under Settings, go to Networks tab.
Here you can connect all your social networking accounts in Klout.
You can connect to Twitter, Facebook account, Facebook page,
Google+, Instagram, Foursquare, LinkedIn, Tumblr, YouTube,
Blogger, Last.fm, WordPress, Flickr and Yammer.
Add all social media accounts:
___________________________________________________________
To increase Klout score: To increase your Klout score, keep sharing engaging content in
social networks. Also, you can add all your social networking accounts in Klout. This helps
Klout to measure your social media influence accurately and generate a higher Klout score.
To increase Klout score:

You can set up content filters so that content related to specific topics will be displayed to you in the
dashboard. Click on Create menu on the left side. On the right side, under Content Filters, click on
Edit. Then, you can add relevant topics which interests you. Also, you can delete irrelevant topics.
Edit content filters:
To create content to be shared on social networks, click on Create menu and then click on “What do
you want to share today?” Enter the content and the URL to be shared. Klout will automatically shorten
the URL after you add it. Click on Upload photo and add a picture to your content. Under “to” you can
select the social network to which you want to share your content. If you don’t want to schedule your
content and share it now, click on Share Now button.
Create and share content:
Schedule content: To schedule content, go to Schedule tab. Select a date from the calendar. Klout
determines the best time to share your content. However, under Set a custom time you can select a
custom time to share your content.
Schedule content:
Enable or diable link shortener:
To enable or disable Klout link shortener, go to Shortener tab, check option “Use klout link shortener”
to enable link shortener or check option “Don’t shorten links” to disable Klout link shortener.
Measure social media influence: Click on Measure menu on the left side. Based on your activity,
Klout creates a score knows as the Klout score. Under “90 Day Score History” you can check the
history of your Klout scores. You can check the recent activity on your social networks under “Recent
Activity”. Network contribution shows the impact of different social networks on your Klout score.
Measure social media influence:

If you want to reach out to a bigger and more relevant audience in as short a span as possible, then
you absolutely should be using Crowdfire across your Twitter and Instagram profiles.
Here are some features we believe would be most beneficial for Halsey House social media
accounts, as told by Crowdfire.
This super-cool feature lets you follow the same accounts as any other Twitter or Instagram user. All
you have to do is enter the username of the account, and we’ll fetch the most interactive followers of
that user. A peek behind the scenes will reveal that we’re only showing you the users who are most
likely to check out your profile, and follow you right back. It’s a fantastic way to grow your account with
people you can genuinely connect with.
Copy followers feature:
Running a Friend Check between your account and any other user lets you see whether or not you
follow each other. And that’s not all! If you’re feeling a little curious, you can even check the
relationship between any other pair of accounts.
Friend check feature:
Keyword follow feature:
This awesome feature for Twitter helps you narrow down the kind of accounts you want to follow. All
you’ve got to do is type in the criterion (such as “humor”, “business”, or “ice cream”), and we will show
you the Twitter accounts that tweet the most about these topics.
Non-Followers are the opposite of Fans - that is, they are the accounts followed by you, but do not
follow you back (yet).
Non-followers feature:

Est. 1829
Future Recommendations
Pages 37-40

Local Business Collaborations
Future
The Halsey House Bed & Breakfast, a 19th-century Federal-
style mansion and the Hazelnut Kitchen, both of Trumansburg,
New York, have partnered up once again this year to offer a
special deal. Guests who stay a total of two consecutive nights
between the dates of November 1, 2015 and April 1, 2016 will
receive a $100 gift certificate to the famous Trumansburg
staple restaurant, the Hazelnut Kitchen. This offer excludes
holidays and is only good Thursday thru Monday. This gift
certificate must be used during the guests stay at the Halsey
House. A special code word must be used by guests upon
arrival to the Halsey House to redeem their gift certificate. The
code word is “butternut.”

Local Media Story Ideas
The Finger Lakes region is home to many publications that could serve
as outlets to promote the Halsey House Bed & Breakfast brand. Below
are suggested story ideas to pitch to these outlets that highlight the
unique aspects of the Halsey House.
TRAVEL
This section, featured in every issue, suggests activities, events, restaurants and places to stay for
those looking to travel to the Finger Lakes.
Pitch Halsey House as a reputable and established B&B in the Finger Lakes region. Highlight local
attractions including Taughannock Falls, Hazelnut Kitchen, and the close proximity to Cornell
University, Ithaca College, and the downtown commons.
Life in the Finger Lakes is a magazine that
is distributed five times a year and focuses
on activities, places to stay, dining and
events in the region.
TRAVEL SECTION
Alert the newspaper travel editor of the partnership with Halsey House and Hazelnut Kitchen.
Aggressively pitch the David’s Q&A to connect the local Ithaca Community with the Davids and
build buzz around the B&B and all the accommodations it has to offer. Be sure to mention the
famous breakfast and feature pictures of the David’s favorite meals.
The Ithaca Journal is the hometown newspaper
for Ithaca, NY and the surrounding Tompkins
County area. It is distributed in the morning, six
days a week, Monday through Saturday.

Future Recommendations
Open House
Although we could not go through with the 2015 Halsey House Open House event,
we do suggest having an Open House event in the future. The goal of an open house is to increase
awareness of the Halsey House to the surrounding area including Ithaca College and Cornell University
parents, alumni, residents and especially media. We would also like the local businesses to gain better
knowledge of the Halsey House and establish stronger relationships. It is also our intention to make
bloggers within the area more aware of the Halsey House and establish long-standing relationships with
bloggers that attend.
Logo
Business Cards
These business cards can be
used to promote social media to
current and potential guests.
Consider a new logo. Your logo is what represents your brand and your brand is what represents you.
You want your logo to be simple, warm and welcoming, just like the Halsey House Bed & Breakfast.
We talked to one of our professors who was more than happy to help with logo designs!
Mike Mooney:
Professor, Strategic Communication
mmooney2@ithaca.edu

Account Info.
Gmail | Halseyhousepr@gmail.com
Password: bedandbreakfast15
Instagram | @Halsey_House
Facebook | Halsey House Bed & Breakfast
Twitter | @Halseyhouse
Moo
email: halseyhousepr@gmail.com
Username: Halsey House

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Halsey House Public Relations Plan

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