PR deck done for Public Relations Class at Ithaca College Roy H. Park School of Communications.

1. True Tone Public Relations
Kelsey Rebhan | Kevin Drexler | Madeline Clark | Melissa Dellacato | Sarah Noell | Gregory Markert
e. snoell1@ithaca.edu | t. 860.485.4593
Creating
a national &
unified brand
Public Relations Proposal for:

2. Contents
3 Executive Summary
4 Background
5 Competitors
6 Survey Results
8 Analysis of Petite Blue
10 Objectives
11 Strategies
12 Target Audiences
13 Tactics
22 Measurement & Evaluation
23 Budget
24 Timetable
26 Meet The Team
28 Appendix
2

3. Executive Summary
The Petite Blue collection comes from local Ithaca artist, Kadie Salfi. Previously
located in San Francisco, Kadie began creating the Petite Blue line in 1998. Each
piece of the collection is one of a kind and made with care. Kadie fell in love with the
process of cyanotype when attending The School of the Art Institute of Chicago. The
use of tonal blues throughout her Petite Blue collection is inspired by the history and
presence of the color blue in her life.
Kadie Salfi’s brand, Petite Blue, has a very strong brand identity. With increased
media exposure, the brand has a lot of room for growth. Using the already
identifiable brand, cyanotype in blue, we believe that attention towards her
collection will grow exponentially. However, because she is the sole operator of the
brand, consistent media outreach and expanding exposure may be difficult to
maintain. We would like to offer suggestions on how she can effectively and
efficiently communicate with her audience.
This proposal provides an analysis of the Petite Blue collection based on its current
situation and its strengths, while also using a SWOT analysis chart, research survey,
and a thorough analysis of competitive and target audiences.
This proposal also includes a list of objectives and tactics that will help achieve the
success of the plan. The objectives of the plan include increasing social media
traffic by 30 percent, increasing custom artwork sales by 20 percent, expanding to
new markets including the pacific northwest and New England, offering opportunities
to engage with blogs and media outlets, raising awareness of the cyanotype
process, creating a useable press kit and finally to create and maintain a
brand identity.
By applying the recommended tactics, we believe that our Public Relations plan will
help increase the sales of custom Petite Blue work while also increasing awareness
of Petite Blue across multiple platforms.
We as a group would like to thank Kadie for giving us the opportunity to work with her
and her Petite Blue collection. We also want to thank Kadie for personally meeting
with us to answer questions that gave insight into the collection and made the Public
Relations plan possible. We would also like to thank professor Arhlene Flowers for
all of her help, giving us the information we needed to complete this project and for a
great semester of Public Relations.
3

4. Background
Petite Blue is an art shop located in Ithaca, New York. The Petite Blue art is a
collection made by artist, Kadie Salfi. She was originally located in San
Francisco and made the Petite Blue collection in 1998. Each piece of art in the Petite
Blue collection is one of a kind, universal and made with love. Kadie fell in love with
the process of making this art when she attended the School of the Art Institute of
Chicago. The process could be customized by how long the piece was exposed to
light, the painting of emulsion and how long she washed the piece in the water. The
use of blue in her work was derived from the presence of the color blue all throughout
her life.
Kadie and her artwork are currently located in Ithaca, New York. The pricing of
Petite Blue artwork ranges from $100 to $200. Kadie has participated in art shows like
the Ithaca Artists Market, and has sold her artwork at her
daughter’s school to raise money for a school trip. Petite Blue also has a
presence on social media, including Facebook, Instagram, Pinterest and Etsy. These
social media sites help Kadie showcase her art while also including a description
of the work in the captions. The sites are also tailored to a certain audience helping
Kadie reach interested customers. The challenge as of now is getting the word out
about Petite Blue outside of the Ithaca area.
4

5. Competitors
Artists
Of the art mediums located in Ithaca, NY, Julia E. Dean is well known for her pottery,
Sheryl D. Sinkow for her photography and many more related artists that act as
competitors. Artists located in the Ithaca area that use a similar medium as Petite
Blue include Daphne Sola who works with painting and screen printing, Kathy
Armstrong who specializes in painting and others who may be competitors for Kadie.
Galleries
Many artists in Ithaca display their work in galleries, while others have their own
stores where they showcase their art. Some galleries in Ithaca include State of the
Art Gallery and Corners Gallery. These should be considered both as competitors
and potential opportunities for showcasing Petite Blue in the future.
Industry Trends
The inexpensive price range of mass produced artwork in stores like Home Goods
and Target create challenges for handmade art and custom artists like Petite Blue.
The unique and original art may have a hard time cutting through the noise and
showcasing their products. However, people do cherish artwork that is one of kind;
to either give as a gift or decorate their homes with.
5

6. Survey Results
In order to gain insight into the position of Petite Blue in the market, we needed to do
some research. As there was minimal press exposure decided to craft a survey to
gain those insights. Of the 21 respondents to the survey 15 were over 50, constituting
the largest group and our secondary target audience. The full survey and results
can be found in appendix A.
90.5% of respondents said they like art
9.5% answered “sometimes”
0% answered “no”
47.6% said that they would collect works of art
9.5% said that they would not
42.9% said “maybe”
Of the 86.7% who answered “yes” or “maybe”:
47.6% said that they would spend money on art
52.4% answered “it depends”
0% said “no”
Yes
Sometimes
Enjoyment of
Art
Speding on
Art
“It Depends”
Yes
6

7. 28.6% stated that their price range was $100-$200
More than 80% of respondents said that the size of the piece doesn’t matter as long
as they like it
We were able to get 81% of those surveyed to look at the Petite Blue works for sale on
Etsy
On a scale of 1-5 (1 being “I hate it”, and 5 being “I love it”):
28.6% gave it a 3
38.1% rated it a 4
4.8% gave it a 5
38.1% said that it was worth the money
38.1% saying “maybe”
Size of
Art
Doesn’t
Matter
Medium
Small
Rating of Petite Blue
NumerofRespnoses
Worth The
Money
Yes
Not Sure
No
7

8. Analysis of Petite Blue
Strengths:
Strong brand identity
One-of-a-Kind pieces
Pinterest and Instagram
Weaknesses:
Niche markets and reach
Voice and tone online
One-woman show
Minimal budget
Opportunities:
Exposure on social media and third party channels
Location in artsy area
Press kit
Regional art shows/ trade shows
Promotions and incentives
Threats:
Local competition
Large Companies as competitors
Strengths
Strong brand identity - Petite Blue has a unique style that is appealing to consumers. Ranging from
the ballerinas to anchors to race cars, the single image in tonal blues stands out as a simple
aesthetic. It’s comprehensiveness, personalization and consistency make it easy to market to
customers looking for a piece to complement a room.
One-of-a-Kind pieces - Each piece of art in the Petite Blue collection is one of a kind depending on
different variables in the creation. The intense contrasts of cyan blue and white, and all the tones in
between that make up a simple image have a unique yet familiar feel. Consumers will be compelled
to own artwork that is original, yet familiar.
Pinterest and Instagram - Pinterest and Instagram are also strengths because of the
breadth of the audience. Even though Petite Blue is located in Ithaca, New York, Pinterest and
Instagram give Petite Blue the opportunity to reach consumers outside of the Ithaca area.
Weaknesses
Niche markets and reach - Right now, Kadie’s reach mainly involves Ithaca, NY as well as some
representation in California. Her primary market is small and will not grow without the willingness
to make trips to neighboring regions. The sale of local art also appeals to a niche market, one that
may be small.
One-woman show - With just one person to make, sell and promote the art, Kadie has
her hands full. This can result in the occasional lack of attention to detail or effectiveness in
regards to promotions.
8

9. Threats:
Local competition - Local competition is a threat for Petite Blue because Kadie Salfi is
located in a very artistic town. The lake, downtown Ithaca, vineyards and two colleges are
enough to get Ithaca, NY on the map for travelers . There are many artists of all mediums
vying for the attention of visiting tourists, vacationers and students’ parents.
Large Companies as competitors - Name-brand stores such as TJ Maxx and Target sell art
at lower prices than Petite Blue. This is a threat because some consumers may decide to
buy the lower price, mass produced artwork instead of spending money on one of a kind,
locally-made art.
Opportunities:
Exposure on social media and third-party channels - Social media and the Internet can be powerful
tools to attract the attention of consumers. Especially with art, media vehicles like Instagram and
Pinterest can help get the artist’s unique message across to their select target audience.
Location in artsy area - Being located in a very art-driven area gives Petite Blue a chance to
showcase her work amongst other artists, as art in the area is in high demand.
Press Kit- A press kit provides opportunity for Petite Blue to have an online, accessible collection
of work available, biographies of the artist and the company, any promotional materials and a
collection of articles and reviews about Petite Blue. This could be distributed via social media.
Regional art shows/ trade shows - With art and trade shows Kadie and Petite Blue would be able to
showcase the art to consumers within the target audience and with consumers who are interested
in art. Kadie also has the opportunity at art or trade shows to meet artists that she can then
collaborate with and promote each other’s artwork with.
Promotions and incentives - Petite Blue has the opportunity to use incentives to attract attention to
its art. This can be done through the distribution of stickers and postcards at trade and art shows
that display not only Petite Blue artwork on them but also the new Petite Blue logo and information
regarding its website and social media platforms. There can also be promotions where people are
given a chance to win a Petite Blue piece and showcase it using social media such as Facebook
or Instagram. This promotion can spread the word about Kadie Salfi and Petite Blue to consumers
that had never heard of Petite Blue.
Weaknesses cont.
Voice and tone online - Though Petite Blue’s Pinterest and Instagram are strong its Facebook
page could use some improvement in regard to the frequency of posting. By
increasing the amount of posts on the Petite Blue Facebook page, Petite Blue can give
updates on events and new pieces of art being produced. By being active on Facebook,
Petite Blue can stay relevant in its consumers’ lives and keep them updated.
Minimal budget - In order to get the attention of consumers, rebranding and some advertising
would be a smart decision to attract the attention of the desired target
audience.
3

10. Objectives
Our public relations plan for Petite Blue is designed to achieve the
following objectives:
Increase social media
traffic by 30%
Increase custom artwork
sales by 20%
Expand to new markets including
California & New England
Offer opportunities to engage with blogs and
media outlets through human interest stories
Raise awareness of cyanotype
process and its environmental impact
Create a useable and easily updated and
maintained press kit
Create and maintain a brand identity
10

11. Target Audiences
The desired target audiences for this campaign are located nationally. The first
audience the campaign will look to target is located in the Ithaca region. By
establishing a strong presence among the Ithaca community, Petite Blue can then
begin to branch out nationally.
This target audience is around the age from late 20s to early 30s. This
audience has most likely purchased a new home or apartment, they likely
have a long term job and a steady income. These people are more likely to
spend money on art to decorate their home because they have more money
to spend toward luxuries. This target audience looks to decorate their home
with unique, beautiful artwork that will attract attention of friends and family
when they visit. This target audience is also quite tech savvy, and they are
active on social media like Facebook and even Instagram or Pinterest. This
social media presence lets them communicate what they like or dislike in
aspects of their life and recommend products, like artwork to their friends
and family.
Primary New Homeowners
This target audience most likely has a child starting or graduating college. With
their children off doing their own things, these parents have spare time to do
the things they didn’t have time for a few years ago, like shop for art. The art
they are looking for is either to decorate their home with or to give as a gift. With
years of having a steady, established job these parents have extra money to
spend on things they are interested in.
This target audience can also be 40 to 50 year olds without
children. This target audience has time and money to shop for art. Their
income is most likely well off because of years of having a steady job, giving
them spending money for unique artwork to give as a gift or decorate their
home with.
Secondary 40-50 Year Olds
11

12. Strategies
Petite Blue has an identity of its own, separate from the artist Kadie Salfi, and
wewant to make sure that this is clear to the audience. Building branding
elements with a consistent flow will define Petite Blue as its own line of art.
Kadie should be able to operate as both the artist Kadie Salfie and the creator
of Petite Blue. The two facets will allow her to pinpoint her customers, returning
and new. The unified and recognizable brand will come from consistent logos,
an applicable slogan and a presence on social media.
Design & construct a unified brand for Petite Blue
Petite Blue doesn’t have an absence of social media presence right now, but
there is potential for growth. There should be a constant stream of new content
available for an eager audience we hope to generate. In this modern digital
age, digital platforms are where the sales war is being fought, and we hope to
put her on the front lines.
Open proper media channels for the artist
Her products, while all in the same style and color range, come in a variety of
modes. She has pieces scaling from full wall fixtures to bedside table size.
Beyond her regular works of art she also does other works like canvas bags
and carryable items. We want to emphasize this, and the idea that Petite Blue
is for everyone who wants to live their life with cool, beautiful art, but especially
our target audience.
Showcase artistic talent and range of product lines
12

13. Tactics
New Logo
To solidify and better market the Petite
Blue brand we have created a new logo
that will act as a constant between the
varying art mediums. We suggest putting
the logo on business cards, postcards, all
social media outlets and all other
branding materials that may be needed.
Examples of branded materials can be
found in Appendix A.
New Slogan
The previous slogan was “little blue
pieces of art.” We are recommending the
implementation of a new slogan “Beauty
in Blue.” We think that this slogan
represents the simple elegance that
Petite Blue exudes in all works and
introduces into the homes and
environments the beautiful and unique
prints can be found in.
beauty
blue
in
Creating a Unified Brand Image for Petite Blue
13

14. Petite Blue on Social Media & Cross-Channel Voice
Instagram
While Petite Blue has a great presence on Instagram currently, we also would
suggest using it as a vehicle for flow of content between channels such as
Pinterest and Facebook. Much like all tactical suggestions we are making, we
are also recommending adding branding to posts on the Petite Blue Instagram
to enforce the unified brand identity. In order to raise awareness and sales of
custom artwork, we also reccommend that Kadie post pictures of the process
of creating custom Petite Blue pieces.
Instagram Before
Instagram After
14

15. Pinterest
Pinterest’s target audience is mainly women in their 20s and older. As an “idea
sparker,” Pinterest acts as an outlet to curate their perfect life from the
wedding of her dreams to small ways to spruce up her living room. When
photos are clicked, Pinterest sends the user to the item’s website, ready to buy.
With photos of Petite Blue are clicked consumers will be immediately
redirected to the Petite Blue website. Pinterest can be a pivotal vehicle in
engaging both the primary and secondary audiences.
Pinterest Before
Pinterest After
15

16. Crowd-Sourced Promotions
In order to increase sales across different networks, we are suggesting that
Kadie launch different promotions throughout the year to create a portfolio of
Petite Blue in homes and other spaces. One such promotion that we are
recommending includes encouraging customers to post pictures of Petite Blue
in their homes on their facebook and sharing to the Petite Blue page in
exchange for a discount on a custom piece of Petite Blue artwork.
Petite Blue on Facebook: Promotions & More
Facebook is a great way to keep the community updated. Petite Blue has the ability to
grow as a brand by posting often about the current status of the art, any current deals,
upcoming shows and interactive posts. Because Petite Blue is an expanding brand,
striving to reach new audiences, Facebook advertisements should also be utilized. The
base cost is five dollars a month for a guaranteed increase in impressions. Because
this is relatively inexpensive, we highly suggest it as an opportunity.
Your Beauty in Blue
One of Kadie’s newest additions to her Petite Blue collection are the custom
pieces. Her custom Petite Blues are direct requests, such as your dog, your
ballerina, your hockey player, your cat, etc. Raising awareness around this new
personal artwork could increase brand loyalty. One way to get the word out
about custom Petite Blue would be to ask for reviews from people who have
already bought a custom piece. This could be posted on Etsy and Facebook
as additional promotional material in regards to the custom pieces.
16

17. Branding Standards
Much like her other media channels, we are recommending that Kadie integrate
the Petite Blue brand identity into her Facebook and her posts on that site to
further enforce her new brand identity.
Facebook Before
Facebook After
17

18. Consistent Imagery
Another way to ensure the consistent branding and create a strong identity for
Petite Blue is to supply images that have been selected for promotions in the
press kit for any reporters or bloggers to use.
Endorsement Through Third Party Channels
In order to truly reach the full potential of Petite Blue, we recommend that Kadie
reach out to blogs, newspapers and other reputable sources of information for her
target audiences. In order to do this effectively and efficiently, we strongly urge
Kadie to create a press kit with the following elements.
News Releases
A critical element in getting the word out about Petite Blue is a press release
for anything that may become a story, whether it be human interest or in the art
and society pages. A news release incorporates any and all information a
reporter may need for a story, save for direct quotes. We would encourage
drafting a news release bout the environmentally friendy process of cyanotype
printing and the impact it has on the Ithaca community.
18

19. Suggested Blogs to Expand Petite Blue
Mommy blogs
http://www. vivaveltoro.com
http://www.easygreenmom.com
http://www.firsttimemomanddad.com
Lifestyle blogs
http://nutritionstripped.com
We first chose mommy blogs to help promote Petite Blue. These blogs discuss life-
style tips and review products. Petite Blue could send artwork to these blogs and
have them review and promote it. This opportunity spreads the word out about Petite
Blue; the power of the Internet reaches people that Petite Blue would not normally
reach.
Other blogs that Petite Blue could target for promotions is lifestyle blogs. These
blogs discuss recipes, DIY projects and advice about aspects of life. These blogs
are a great promotion opportunity for Petite Blue because then can also display the
Petite Blue artwork in their home while discussing why they like it.
The first blog Petite Blue can reach out to is Viva Veltoro. This blog is run by a 30
year old woman who blogs about her life and sharing products and recipes she likes.
The second mommy blog that would work well with promoting Petite Blue is Easy
Green Mom. This blog will be great to promote the eco friendly cyanotype process of
making Petite Blue artwork. This mommy blog gives advice on living eco friendly and
on a gluten free diet.
Another mommy blog Petite Blue can promote with is First Time Mom and Dad. This
blog targets on of the Petite Blue target audience, the 30 year olds that just bought
a new home. First Time Mom and Dad blogs about the daily life with their newborn,
advice on certain topics and discusses decorating and renovating their home.
In terms of Lifestyle blogs Petite Blue could reach out to a blog called Nutrition
Stripped. This blog is all about natural and eco friendly lifestyle. She shares recipes
and discusses products that she has been using.
19

20. Community Partnerships in the Ithaca Area & Beyond
Galleries & Shops
The Ink Shop Printmaking Center and Olive Branch Press
This is a local print shop in Ithaca that serves as both an educational center,
where people might learn to do print art themselves, and a place of exhibition
for member artists or other print artists in the community. Displaying her
excellent professional work in a place frequented by other aspiring artists
could generate a lot of buzz in the art community, as well as find
potential buyers.
IthacaMade
This is a shop located on W. State Street, very near to the commons, that
features many local gifts and art of all sorts created by local Ithaca artists. Not
only do they display different showcased works by different artists all year, but
this is a shop that brings in people ready to buy for gifts made in Ithaca.
Because its buyers will already be in our niche market, we would be able to ta
get them directly. Additionally, lots of her smaller pieces and bags would be
perfect for sale at this shop. She could sell them in high volume, generating
both a local buzz and a buzz by word of mouth to other locations
wherever her work is gifted.
Collegetown Bagels
Frequented both by young college students who are always looking for new
brands to represent, and the more health conscious adults of Ithaca, CTB is a
perfect place to display Petite Blue. It is a quaint and cozy environment that
fosters a great mood for its consumers, new and regular. We believe that this
is a great set up to display her work, both for purchase right off of the wall then
and there, and for future buyers who will see her beautiful work on the wall and
want to see more online on her social media and websites. It is a place of high
volume consumers, and hundreds of impressions a day. This could be very
valuable to generate buzz and possible buyers.
20

21. Ballet Studios
Ballet Center of Ithaca
Because Kadie’s art began with the signature ballet dancer, reaching out to
local studio’s like the Ballet Center of Ithaca could create a local brand image
and a following among a large community. The studios are located at 504-506
North Plain St. in Ithaca and teaches ballet to students ages four to adult.
Showcasing art on the walls of the studios could create a following among the
ballet community.
Trade Shows
Ithaca Festival
Ithaca, NY
BWAC
Brooklyn, NY
Photosynthesis
Manchester, CT
SugarLoaf Craft Festivals
Various Locations in New England
21

22. Measurement & Evaluation
During the execution of the plan Petite Blue will continuously monitor its performance
in regard to the objectives. By monitoring the effects of the plan Petite Blue can de-
termine the success of the plan.
After the PR plan has been executed, Petite Blue can then measure the success of
the plan:
Determine whether there was an increase in traffic to all social media
sites.
Compare social media following of its Instagram, Facebook,
Pinterest and Etsy before and after the public relations plan was
executed. Whether the objective to increase media following was
fulfilled will determine the success of the plan.
Monitor Facebook engagement with My Petite Blue campaign and
develop a weekly analysis of user-post frequency and quality of
posts.
Determine whether there was a spike in sales of custom artwork after
the plan was put into action.
Monitor press coverage of the Petite Blue collection and Kadie Salfi
in general within the Ithaca area and nationally.
Monitor number of customers from new markets (Pacific Northwest,
New England, etc.) weekly.
Evaluate effectiveness of trade show participation by determining
change in awareness and sales a month after trade shows occur.
22

23. Budget
This class exercise provides Petite Blue with estimated expenses that would need
to be considered to implement the program. The budget excludes public relations
agency staff time estimates on a retainer or hourly basis, which would be included in
a real-world program. Note that these are optional recommendations for Petite Blue
to consider. A full breakdown of program expenses can be found in Appendix C.
Digital Program Cost
$30
3.66%
Event Cost
$290
35.37%
Merchandise Cost
$499.95
60.97%
23

24. Timetable
First Quarter Second Quarter
June July August September October November
Create New Logo & Slogan
Update Website, Social Media
Maintain Brand Identity
Launch Facebook Promotions
Launch My Petite Blue (social campaign)
Create Press Kit
Write News Releases
Enter Trade Shows
Launch Beauty in Blue
Third Quarter Fourth Quarter
December January February March April May
Create New Logo & Slogan
Update Website, Social Media
Maintain Brand Identity
Launch Facebook Promotions
Launch My Petite Blue (social campaign)
Create Press Kit
Write News Releases
Enter Trade Shows
Launch Beauty in Blue
24

25. The Public Relations campaign created for Petite Blue will run from June through
May. The yearlong campaign is divided up into four quarters; each quarter consists
of three months.
The new logo and slogan will be introduced in June of the first quarter. Once created,
we will update Petite Blue’s website and social media platforms to be consistent with
the new look. This will give community members more time to identify the brand.
Following June, we will maintain the new brand identity with business cards,
postcards, stickers, etc. that include the logo and/or pictures of Petite Blue’s
artwork.
It would be beneficial for the press kit to be completed by the time of trade shows and
news releases.
During the first quarter, we will launch Facebook promotions to gain awareness of
Petite Blue’s brand in the target market. We will relaunch Facebook promotions
toward the end of the campaign to remind customers of the brand.
Starting in July, My Petite Blue will launch. This will give customers a chance to share
their Petite Blue purchase and build awareness among potential customers.
Customers who have purchased artwork by Petite Blue will be able to take a picture
of it in their homes/offices and share it with friends.
We will create news releases for media outlets and blogs about Petite Blue’s
inspiration, process and lifestyle. This will offer opportunities to engage with our
target market. We will place more of an emphasis on this in the beginning of the
campaign to build awareness, and then at two more intervals in the year as
a reminder.
Petite Blue will enter trade shows after the brand identity has been established to
build awareness and interest with influential people in the industry.
Beauty in Blue will be an ongoing campaign to help increase custom artwork sales
and further encourage customer engagement.
25
Explanation of Timing

26. Meet the Team
Kelsey Rebhan
Kelsey is a sophomore Integrated Marketing
Communications major at Ithaca College from Ludlow,
Vermont. In her free time she enjoys drawing, painting,
sculpture and photography, doing yoga and spending time with
family and friends.
Madeline Clark
Madeline is an Integrated Marketing Communications major
with a minor in Sociology from Duxbury, Massachusetts. She is
passionate about international development through education
and entrepreneurship. In her spare time she enjoys playing guitar
and singing, running and hanging with her Springer Spaniel.
Melissa Dellacato
Melissa is a junior Integrated Marketing Communications major
from Oak Ridge, New Jersey. Her passion for creativity and
mathematics led her to pursue a career in advertising, as she aims
to work in New York City at an ad agency. As an Ithaca College
leadership scholar, she has a natural love for academics and
getting involved on campus. She is currently a member of The
Ithacan, Tau Sigma, American Advertising Federation, and
American Sign Language Club.
26

27. Sarah Noell
Sarah is a sophomore Integrated Marketing Communications
major with a minor in English from New Hartford, Connecticut. She
currently works for Campus Center Event Services at Ithaca
College as an operations manager and is also the Event Manager
for Ithaca College’s weekly Open Mic Night. Sarah is passionate
and driven to be a spokesperson for the arts and is dedicated to
continuing a career in supporting local art and music.
Gregory Markert
Gregory Markert is a sophomore IMC major in the Roy H. Park
School of Communications, and a Rod Serling Scholar, with a minor
in Web Programming. He is a member of the Ithaca College chapter
of the American Advertising Federation, Park AdVenue, the
Ithaca College Leadership Academy, and the Ithaca College Men’s
Varsity Swim & Dive Team, earning UNYSCAA conference All
Academic Team honors. This coming Fall he will be going to the
Ithaca College LA program, and hopes to continue his studies
Integrated Marketing.
Kevin Drexler
Kevin Drexler is a sophomore Integrated Marketing
Communications major at Ithaca College. He is from Syracuse, New
York. His interests include basketball, golf, Game of Thrones, and
House of Cards. After college he hopes to move to New York City to
pursue a career in marketing for whatever company will hire him.
27

28. Appendices
Appendix A
Survey Questions & Responses:
How old are you?
17 or under
18-24
25-29
30-34
35-39
40-44
45-49
50 +
Do you enjoy works of art?
Yes
No
Sometimes
Do you, or would you, collect works of art?
Yes
No
Maybe
Would you spend money on it?
Yes
No
It Depends
What would your price range be?
$50 or less
$50 to $100
$100 to $150
$150 to $200
$200 to $300
$300 to $500
$500 and up
0 - 0%
1 - 4.8%
0 - 0%
2 - 9.5%
1 - 4.8%
0 - 0%
2 - 9.5%
15 - 71.4%
19 - 90.5%
0 - 0%
2 - 9.5%
10 - 47.6%
2 - 9.5%
9 - 42.9%
10 - 47.8%
0 - 0%
11 - 52.4%
0 - 0%
2 - 9.5%
5 - 23.8%
1 - 4.8%
5 - 23.8%
5 - 23.8%
3 - 14.3%
28

29. What would you prefer?
A large piece
A medium/average piece
A small piece
Desn’t matter as long as I like it
Have you heard of Petite Blue from Ithaca, New York?
Yes
No (would you please visit https://www.etsy.com/shop/PetiteBlue)
Did you visit the link posted on the last page?
Yes
No
On a scale of 1-5 what did you think about her work?
1
2
3
4
5
Would you want to display this work in your home/work?
Yes
No
Not sure
Do you think it is worth the money?
Yes
No
Not sure
0 - 0%
3 - 14.3%
1 - 4.8%
17 - 81%
3 - 14.3%
18 - 85.7%
17 - 81%
4 - 19%
1 - 4.8%
1 - 4.8%
6 - 28.6%
8 - 38.1%
1 - 4.8%
5 - 23.8%
4 - 19%
8 - 38.1%
8 - 38.1%
1 - 4.8%
8 - 38.1%
29

30. Appendix B
Business Cards
Front Back (Four Options)
Postcards
Back - Front can be any Petite Blue print reproduction.
30

31. Appendix C
TYPE OF EXPENSE DETAILS ESTIMATE PERCENT
Your Beauty In Blue Promotions $0.00 0.00%
DIGITAL
Facebook Promotions
Press Kit
My Petite Blue
$5.00/month
3rd Party Engagement
Social Media Campaign
$30.00
$0.00
$0.00
TOTAL DIGITAL $30.00 3.66%
EVENTS
Ithaca Festival
BWAC
Bowery Gallery
Photosynthesis
Sugarloaf Craft Festivals
Ithaca, NY
Brooklyn, NY
New York, NY
Manchester, CT
Various Locations
$320.00
$200.00
$40.00
$30.00
$20.00
TOTAL EVENTS $290.00 35.37%
MERCHANDISE
Stickers Quantity: 100
Size: 3.43” x 1.93” (rectangle)
Source: Vistaprint
$299.99
Postcards Quantity: 1000
Size: 5.47” x 4.21”
Color, glossy
Source: Vistaprint
$104.98
Business Cards Quantity: 2000
Size: 3.50” x 2.00”
Source: Vistaprint
$94.98
TOTAL MERCHANDISE $499.95 60.97%
TOTAL BUDGET $819.95
31