Public Relations Campaign designed by 8 students in a PR class taught by Arhlene Flowers at the Roy H. Park School of Communications at Ithaca College. Campaign was designed to help local client Rachel Verlin, and her company Heart Thread Yoga.

1. Ashley Ahl • Maegan Bull • Lauren Muldoon • Kathryn O’ Hara • Marlowe Padilla • Irma Perez • Alane Schmelkin • Emily Wolfson
Public Relations Proposal by
“THE JOURNEY”
H E A R T
T H R E A D
Y O G A
OUS Lmedia
TM

3. Public Relations Proposal
Submitted December 7, 2015
H E A R T
T H R E A D
Y O G A

4. Heart Thread Yoga
Rachel VerValin, Owner
607-222-1726
Heartthreadyoga@gmail.com
www.heartthreadyoga.com
Agency Contact Info:
Ashley Ahl aahl1@ithaca.edu
Maegan Bull mbull1@ithaca.edu
Lauren Muldoon lmuldoo1@ithaca.edu
Kathryn O’Hara kohara1@ithaca.edu
Marlowe Padilla mpadill1@ithaca.edu
Irma Perez iperez1@ithaca.edu
Alane Schmelkin aschmelkin@ithaca.edu
Emily Wolfson ewolfso1@ithaca.edu

5. Table of Contents
4. About the Agency
5. Executive Summary
6. Situation Analysis
7. Competitor Analysis
8. SWOT Analysis
10. Secondary Research
12. Objectives
13. Target Audience
16. Strategies
17. Tactics
26. Evaluation
27. Timetable
28. Budget
32. Agency Biographies
36. Appendix Table of Contents
37. Appendix

6. About the Agency
SOUL MEDIA is an up and coming Public Relations agency looking to give
our clients the best that they deserve. Based in Ithaca, NY, Soul Media strives
to add “color” to the Public Relations industry. With careful research, strategic
planning, and creative insight, our agency turns imagination into reality. We be-
lieve that the best PR campaigns tell a story. Let SOUL MEDIA bring yours to life.
OUS Lmedia
TM

7. Executive Summary
SOUL Media has been given the exciting opportunity to establish Heart Thread Yoga as the dominant
yoga experience for pregnant woman in Ithaca, New York. As Heart Thread Yoga expands in the Ithaca
community, our goals are to increase awareness of the benefits of prenatal yoga, establish Heart Thread
as the premiere choice for prenatal yoga, and build a strong, enduring client base.
Heart Thread Yoga caters towards pregnant women who want to stay healthy during their pregnancy
and beyond. Here at SOUL media we view the journey from prenatal to postnatal as an important part
of life. Heart Thread Yoga offers yoga classes to women in each stage of the pregnancy journey, which
is why we chose to focus our campaign efforts on The Journey that each pregnant woman goes through.
Within this proposal, we provide solutions to the challenges that Heart Thread Yoga currently faces. We
have established our Journey campaign to meet the goals and objectives set to provide long term suc-
cess for the company. We have also created many marketing initiatives that we believe will help further
achieve Heart Thread’s goals and objectives.
We want to extend a huge thank you to Rachel VerValin, founder of Heart Thread Yoga, who has given
us the opportunity to create a campaign for her amazing brand. We greatly appreciate the time and ef-
fort she took to meet with us, answer our questions, and inspire us to create a campaign that we believe
will further her mission.
Sincerely,
SOUL Media
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8. Situation Analysis
Heart Thread Yoga is based in Ithaca,
NY and is owned and operated by Rachel
VerValin. As an athlete, Rachel turned to
yoga as a method of working out during her
undergraduate years. She began practicing a
variety of different styles of yoga with many
different teachers, yet Vinyasa is what she fell
in love with. Rachel began teaching in January
of 2011, after receiving her 200 hour certi-
fication. A few years later, in May of 2013,
she furthered her studies at Integral Yoga In-
stitute where she successfully received her 85
hour Prenatal Yoga certification. One year lat-
er in May 2014 Rachel created Heart Thread
Yoga. She accomplished this dream with the
inspiration and support from her communi-
ty. Rachel strives to create a nurturing en-
vironment where her students can learn and
practice yoga. With classes that are filled
with laughter, hard work, and great mu-
sic, Rachel creates a comfortable space for
everyone. Rachel has a strong belief that
a balanced body equals a balanced life!
Heart Thread Yoga holds different classes
every day of the week, including Relax & Flow
Outdoor Yoga Saturday and Sunday mornings.
The owner holds yoga class each with different
styles that include Vinyasa Flow, Foundations/
Slow Flow/Relax & Flow, Rockin’ Flow, Prena-
tal Flow, and Mommy + Me that all focus on
different aspects of the benefits that doing yoga
provides. Also, Rachel will be holding a New
Year’s Rockin’ Yoga Retreat in Costa Rica that
will be held December 28th till January 3rd,
2016. This package costs anywhere between
$1250 for a triple room to $1950 for a sin-
gle room, all excluding airfare. Rachel holds
private as well as public classes available de-
pending on the day and time. Rachel would
like to focus on her prenatal classes, and the
positive effects that this type of yoga has on an
expecting mother. She considers herself one of
the prenatal yoga experts in the Ithaca area. All
classesaretaughtbyRachelVerValinherself,and
sometimes includes the help of other instructors.
RACHELVERVALIN,OWNER,HEARTTHREADYOGA
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9. Competitor Analysis
Instructor: Diane Fine
Price: $17/class, 4 class pack: $60
Time: Tuesday evenings
Location: Fall Creek Neighborhood
Positives: active on Facebook, introductory pass for new students, voted
“Best Yoga Teacher” 2013 by the Ithaca Times annual “Best of Ithaca”
survey, studio also offers birth prep workshops and yoga classes for
mothers
Negatives: not directly located in Downtown Ithaca
Instructor: Audra Bartlett
Price: $16/class, 4 class pass: $60
Time: Saturday afternoons
Location: Ithaca Commons
Positives: active on Facebook, also offer “baby and me” classes,
instructor is a mother, offered on the weekends for busy women
Negatives: outdated Twitter presence
Instructor: Mariellen Brown
Price: $15/class, 5 classes: $50
Time: Monday evenings
Location: Jillian Drawer’s, Ithaca Commons
Positives: Instructor is a mother, location offers other
resources for mothers
Negatives: does not have social media dedicated specifically to her
yoga practice, not practiced in a studio
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10. SWOT Analysis
Soul Media conducted a SWOT analysis to identify the current
internal strengths and weaknesses as well as external opportuni-
ties and threats.
One of Heart Thread Yoga’s biggest strengths is its unique and
diverse class offerings that cater to specific audiences, such as
mothers, with classes like Prenatal Flow and Mommy + Me. There
are outdoor classes as well as yoga retreats for those interested
in more holistic experiences. Another strength is Rachel’s
mobility; she teaches classes at both Mighty Yoga studio and
Cornell University. Lastly, she offers private and group sessions
along with group yoga for special clientele such as bachelorette
parties and college sports teams.
Apart from its many strengths, one of Heart Thread Yoga’s
weaknesses is its limited class schedule. Rachel is the primary
instructor, only sometimes receiving help from other instructors. In
the Prenatal Flow class, there are currently two consistent
clients, which we attribute to limited awareness of the benefits of
practicing prenatal yoga and its local availability. While Heart
Thread Yoga is present on the social media platforms Facebook,
Instagram, and Twitter, they have relatively small followings and
inconsistent posts.
Given these strengths and weaknesses, we have also determined
many external opportunities for the company.
As mentioned, Heart Thread Yoga can gain better social media
presence and appeal to a wider audience. Prenatal yoga is a
growing trend and Heart Thread Yoga has the opportunity to
establish itself as one of the primary places for customers to seek
by offering rewards or providing incentives to retain customers.
Heart Thread Yoga needs to find a way to differentiate itself
from competitors, which can be done by adopting a philosophy
or supporting a cause. It can also collaborate with competitors,
such as Diane Fine who offers couples birth prep. Down the line,
the brand can expand by appealing to a younger audience and
reach out to college students in Ithaca.
External threats that Heart Thread Yoga faces are its lack of brand
presence in comparison to other yoga competitors. There are a
number of prenatal yoga competitors so differentiation is key.
Many Heart Thread Yoga classes, especially Prenatal Flow, focus
on middle age to older women, which alienates college students
from taking classes with Rachel. Overall, competitors have better
ratings and more well-established presences on the Internet, spe-
cifically Yelp. In fact, in a single Google search, Heart Thread
Yoga does not come up on the first search page or the top ten
Yoga places in Ithaca.
8

11. SWOT Analysis
STRENGTHS
WEAKNESSES
OPPORTUNITIES THREATS
+ Variety of yoga classes
+ Unique offerings-Prenatal Flow, Mommy + Me
+ Outdoor Yoga by Firelight
+ Winter yoga retreat in Costa Rica
+ Group yoga available for Bachelorette groups,
College Sports Teams, and Sports Specific Classes
+ Multiple locations (Mighty Yoga, Cornell)
+ Appeal to younger audience (Reach out to college students)
+ Growing trend in Ithaca
+ Offer rewards or discounts to provide incentive and retain customers
+ Adopt philosophy or support a cause to differentiate
+ Collaborate with competitors, such as Diane Fine
(offer couples birth prep workshop)
- Unpopular (does not come up in the google search)
> establish strong company awareness
- Lots of prenatal yoga competitors (need to differentiate)
- Focus is on older women only, alienates college students
- Competitors have better ratings on Yelp
- Jillian’s Drawers-Mary Ellen Brown teaches prenatal yoga
classes
- Limited class times
- No Wednesday classes
- Poor use of social media-Facebook, Instagram, Twitter
- Two clients in Prenatal Flow classes
- Limited local awareness of Prenatal Flow and the
benefits
9

12. Secondary Research
Conducting secondary research was critical in determining appropriate objectives, strategies and tac-
tics to utilize in our public relations campaign for Heart Thread Yoga.
Heart Thread Yoga aims to provide women with opportunities to care for themselves during the pre-preg-
nancy and post-pregnancy phases of life. Research has proven that staying active during pregnancy has
many benefits for both the mother and baby. According to the founder of the company, Rachel VerValin,
many women are unaware of the benefits of prenatal yoga. Many women think of exercising, but fail to
associate yoga with a way to stay healthy during pregnancy. There is also a wide misconception among
women as to the degree of safety of prenatal yoga for fear of injuring their baby.
The yoga industry overall has been growing. It is estimated that there are 15 million Americans who
practice yoga, with an average annual increase of 20%. In the past year there has been an 87% in-
crease in monetary spending on yoga products, which illustrates the increase in popularity of yoga in
society. This popularity growth has been displayed locally as well, as there has been an increase in the
number of yoga studios and instructors available for individuals to choose from that all offer a range of
services in the Ithaca area.
10

13. Secondary Research
Through our research we were able to identify yoga instructors in the Ithaca area that are in competition
for Heart Thread Yoga’s key client base. Not all these instructors offer the same services, however there
are key advantages and disadvantages with each. An analysis of each instructor helped us identify how
Heart Thread Yoga can position itself in the market to stand out.
Many of the competitors’ websites and social media accounts reveal testimonials from women about
their positive experiences. According to these women, prenatal yoga was “the most important part of
the preparation for labor” and “an invaluable experience”. Women are surprised at the benefits and
helpfulness of prenatal yoga after they attend a class, which provides key insight for our proposal.
Based on this information, Heart Thread Yoga has key opportunities to expand its prenatal yoga classes
and opportunities for pregnant women. By educating women on the benefits and expanding its services,
Heart Thread Yoga will be able to build and retain a loyal client base and continue to grow.
11

14. Objectives
To increase awareness of Prenatal Yoga benefits to position it as an essential element of pregnancy
with the target audience.
Rachel VerValin offers unique Prenatal Yoga classes that offer numerous benefits to an expecting
mother. We hope to generate awareness around the benefits of prenatal yoga and position the
classes as the go-to exercise for mothers-to-be.
To increase awareness of client being “one of the prenatal experts” in the area.
Rachel considers herself to one of the prenatal yoga experts within the Ithaca area. We hope
to get the word out about this title to ensure trust within mothers-to-be that this yoga profession-
al understands the importance of prenatal yoga. We want consumers to have confidence that
they will be well taken care of when they come and take a class and that their instructor is well
qualified.
To build and retain a core client base for the offered yoga classes.
Through our other objective of increasing awareness of the classes offered, we hope to build a
larger clientele. We also plan on creating ways to ensure that these clients will return for more
classes other than the initial prenatal class. We hope to increase positive word of mouth from
current clients to increase the amount of traffic in classes.
To develop a social media presence with a specific focus on “The Journey”.
Our agency plans on developing strong social media efforts to increase the amount of aware-
ness on these platforms. We will mostly focus on Facebook, because this is the best way to
reach expecting mothers, but other platforms will be used as well such as Instagram and Twit-
ter. We hope to use the campaign theme of “The Journey” to lead consumers to Heart Thread
Yoga’s website and to increase the overall online presence.
1
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3
4
The public relations plan for Heart Thread Yoga is designed to achieve the following objectives:
12

15. Target Audience
Our target audiences have been selected based on their ability
to become customers of Prenatal Yoga classes taught by Rachel
VerValin.
Pregnant mothers are our primary target audience. Pregnant
women, whether pregnant for the first time or veteran mom-
mies, care for their health and are willing to do just about
anything to improve their pregnancy and the health of their
growing babies. Luckily, pregnant woman can immediately
take prenatal yoga classes and can feel its benefits. We want
to establish brand loyalty among this audience as well as in-
crease awareness of our classes and the classes she provides.
This demographic can be readily available to take one of our
client’s prenatal classes, and these women will be especially
willing to take the classes to improve their health and the health
of their growing little one.
The next target audience group we have chosen consists of
mothers who have recently given birth. We have chosen this
group to target due to their ability to understand the rollercoast-
er-ride that is post-pregnancy life. This group knows that it can
be hard to get back in shape after having a baby, and they are
looking for ways to meet and relate with other mothers. This
group can also spread the word to other mothers about the
benefits of prenatal yoga.
Our secondary target audience are those women who are think-
ing about becoming pregnant. This group is new to the “baby”
world, and there is a lot of information for them to research; it
can be overwhelming for future mommies when learning about
what is truly important to do during all the phases of
pregnancy. We want this audience to understand that when
they do become pregnant, prenatal yoga can offer them
numerous benefits that will help them along this nine month
journey.
We hope to attract several local media outlets, such as
newspapers and blogs. We plan to utilize several social media
platforms to expand our campaign, as discussed in our
tactics. Also, our campaign will be successful and spread
further through word-of-mouth from past clients, as well
as through the promotional materials discussed in our plan.
The area of focus for this public relations campaign is in
Ithaca, New York. This is where our client is located, and
our audiences that we should primarily focus on are within
this domain. However, with an expansion of the brand, our
campaign could eventually be expanded to surrounding
areas.
13

16. Target Audience
Meet Alyssa
Olivia, 31, is incredibly excited to become a new mother.
She works full-time as a teacher at her local elementary
school, and has been dreaming about starting a fami-
ly with her husband, Jake, for years. Olivia has spent a
majority of her life being active – playing sports through-
out high school, starting a club field hockey team at her
university, and regularly going to the gym after grad-
uating college – but has been worried about staying fit
when she became pregnant. Over the last few months,
Olivia has been reading up on how to stay healthy dur-
ing pregnancy, and wants to find something to keep
her body fit that will also benefit her growing little one.
Alyssa, 27 and an art director, just gave birth to a healthy baby boy named Thomas about five months
ago. She has been fawning over her little angel and absolutely adores him, but knows that she has to
take care of herself as well. Alyssa has a group of close-knit friends who enjoy brunching and taking
strolls through the park, but she would love to meet some women who understand the crazy lifestyle that
comes with being a new mommy. Alyssa’s current goals are to get Thomas to say “mama” as his first
word, and to get back to her pre-pregnancy weight without having to spend hundreds of hours at the gym.
Meet OliviaPRIMARY TARGET
PRIMARY TARGET
14

17. Target Audience
Meet Kelly
Kelly, 33, has worked hard over the past decade to build her career, her home, and her relationship with her husband Karl. She
enjoystryingnewthingstokeepherbusyandhealthy(liketryingnewrecipesandtakingclassesatherlocalreccenter)andlovesto
go hiking with Karl and their German Shepherd, Doodle. But Kelly is ready to add the finishing touch to make her life even better: a
beautifulbaby.KellyandKarlhavebeendiscussinghavingachildforyears,andthetwoareexcitedplanningforafuturepregnan-
cy and everything that will come with having a family. Kelly isn’t really sure where to start, but is ready for her upcoming adventure.
SECONDARY TARGET
15

18. Strategies
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Differentiate client classes/base by creating a comprehensive space for mothers.
Heart Thread Yoga offers several services for a wide variety of individuals. Concentrating on distin-
guishing the services for mothers as a separate part of the company will make it easier for mothers
to see the opportunities offered for them. This will set Heart Thread Yoga apart from its competitors
and help build a client base of women who will utilize the services both during pregnancy and
beyond.
Based on our research, we found that few women are aware of the positive effects of prenatal
yoga. Due to this lack of knowledge, we have identified a missed opportunity for pregnant women.
Educating women about the positive effects of prenatal yoga is the first step to increase awareness,
and Heart Thread Yoga can use this opportunity to position itself as a reliable source of information
and practice.
It is crucial to gain awareness in the community to be successful. One of the most successful ways to
do this is through word of mouth. Consumers are found to trust people that they can relate to whom
are not directly related to the company. We believe by reaching out to bloggers in the area we will
be able to spread the word about Heart Thread Yoga.
Media is a key way to engage with any audience both directly and indirectly. Increasing the buzz
about Heart Thread Yoga through media outlets will provide the opportunity to engage with custom-
ers and promote the company. Distributing branded promotional materials will also reinforce the
company’s image and keep the target audience engaged.
Educate mothers on the benefits of Prenatal Yoga.
Reach out to mommy and daddy bloggers and past clients to advocate.
Use all relevant media outlets and promotional materials to create awareness and
engagement with the target audiences.
3
16

19. Tactics
1
Differentiate client classes/base by creating a
comprehensive space for mothers.
Heart Thread Yoga’s website as of right now does not
largely distinct between the various types of yoga classes
offered, but specifically does not have a section devoted to
those prenatal yoga classes that are taught. We will focus
on creating the theme of “The Mommy Journey” by imple-
menting a separate space on the website to go into more
detail about prenatal yoga and the benefits it provides to
expecting mothers. We believe that devoting space to the
prenatal yoga aspect of Heart Thread Yoga will provide for
less confusion from consumers and more awareness of the
classes themselves. This section will encompass the journey
of becoming a mother, including before you get pregnant,
prenatal and postnatal in order to give a full background
and enough information to pique consumers interest. In-
cluded in”The Mommy Journey” section of the website,
there will be an interactive forum for anyone to discuss or
place questions to have other mothers give an first-hand
answer. Consumers often go looking for more information
when making decisions, especially when it comes to pre-
natal decisions. We believe that having a separate section
of the website dedicated to the prenatal yoga classes will
create a comprehensive space and decrease confusion.
THE MOMMY JOURNEY
17

20. 1
Differentiate client classes/base by creating a
comprehensive space for mothers.
Tactics
LOCAL BABY MOONS
SOUL Media will create a special event that will
occur monthly called “Babymoons” that will take
place locally around the Ithaca area. The first part
of the day-long event will be a group prenatal
yoga class taught by Rachel herself from 10am-
12pm. Next, the group of expecting mothers will
then have lunch together where they will have
time to talk about how their pregnancy is going
and be able to give one another advice and sup-
port. After this lunch session, the group will move
into a mindful parenting childbirth preparation
class with Nancy Lee Koschmann from 1-3pm.
Finally, to wrap up this Babymoon event, the group
will move to August Moon Spa at La Tourelle to par-
ticipate in Tranquility Hour from 4-7pm. The August
Moon Spa specifically has Pregnancy massages, so
we believe that this is the perfect way to end the local
Babymoon event for this group of expecting mothers. 18

21. Tactics
PALM CARDS
2 Educate mothers on the benefits of
Prenatal Yoga.
Since a lot of expecting mothers are not aware of the benefits
that prenatal yoga can have on their pregnancy, it is extremely
important that we education this audience in order to help them
understand why they should be partaking in an exercise such
as this one. We will create Palm Cards that will list the numer-
ous benefits of prenatal yoga to show mothers that it is a safe
and healthy exercise to do while pregnant.
(See Appendix C for an example)
19

22. Tactics
2 Educate mothers on the benefits of
Prenatal Yoga.
MEET & GREET WITH JILLIAN DRAWER’S
We suggest that Rachel VerValin set up a scheduled
time each month to have a “coffee/baby” hour.
Each session, Rachel can meet with prospective
clients in the studio space to enjoy refreshments and
teach these women the benefits of prenatal yoga in
addition to making them feel safe and welcome to
take a class with her in the near future. We believe
that this will be an excellent way for expecting
mothers to learn both about prenatal yoga itself and
about the woman that will be teaching the course.
Jillian’s Drawers is a small, mom-owned, natural
baby boutique that is located in Ithaca, NY. They
carry high quality products for all your baby needs.
We think that this is a great opportunity to have Ra-
chel VerValin engage in a partnership with Jillian’s
Drawers in which she will go to the shop and meet
with expecting mothers and discuss her prenatal
yoga classes and teach them the benefits of this type
of exercise. We believe that this engagement with
the expecting mothers who are shopping for their
babies is a great way to make the topic of prenatal
yoga relevant to the consumer and get them excited
to learn more.
COFFEE HOUR / BABY HOUR
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23. Tactics
3 Reach out to mommy and daddy bloggers
and past clients to advocate.
We believe that a great way to get the word out about our client be-
ing one of the prenatal yoga experts in Ithaca is to run an advertisement
in a media outlet that reaches the local community. The Ithaca Times
has more than 64,000 readers and publishes a weekly newspaper to
the local community, meaning we will be able to reach our target audi-
ence that is located in the area for access to the prenatal yoga classes.
In order to reach the suggested target audience, SOUL Media suggests
reaching out to “Mommy Bloggers” within the local Ithaca area. This can
be done by inviting bloggers to sit-in on a class and ask questions regard-
ing the benefits of prenatal yoga. By introducing this uncommon yet ben-
eficial activity to the blogging world, a greater range of mothers will be
introduced and better educated on prenatal yoga. Moms believe the word
of other moms, so it is important that we increase our word of mouth to
gain more attention. We believe that this is a smart way to start making re-
lationships with the “Mommy” community here in Ithaca as it is a potential
source to gain the attention of our target audience of expectant mothers.
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24. Tactics
Although our client does post on Facebook, they don’t seem to be frequent or recent, with
the last post being from June. We will use Facebook to make the page an informative,
interactive space for prospective clients and also to retain interest from current clients. The
page only has 151 likes and there is little to no interaction from consumers. We will use the
Facebook page to create events for the those that are going to run in this campaign related
to prenatal yoga, as well as make postings to promote the different prenatal classes that
are offered. Also, to make prenatal yoga relevant, we will use the page to post articles and
anything media related that will promote “The Journey” of motherhood in order to reach
more viewers within our target audience.
With more followers than on Twitter, Instagram seems to be becoming a more and more
popular social media outlet. With that being said, we think that Instagram is a great way to
connect with clients or any yoga lovers in general! We recommend that Rachel posts daily
photos of sneak-peeks of her prenatal classes; this will get mothers or mother-to-be excited
for future classes. Also, it is important to “Regram” popular yoga and baby related posts
while tagging other accounts and using relevant hashtags. Lastly, to keep the instagram fun
and current, Rachel can add facts and/or inspirational quotes. All of these tips will attract
more people to the Heart Thread Yoga instagram potentially leading to more clients and
more talk about the benefits of prenatal yoga! (See Appendix A for an example)
22
Use all relevant media outlets and promotional
materials to create awareness and engagement
with the target audiences.
4

25. Tactics
Our client, Rachel VerValin, does have a YouTube channel, but only has one video posted
from February, 2015. We, at SOUL Media, believe that there is a huge opportunity on this
platform for creation and growth. We suggest the creation of a separate channel solely for
Heart Thread Yoga, in order to keep a unified and consistent image as not to confuse con-
sumers. Instructional videos of prenatal yoga poses will be posted in a video series, and
each one will show a more in-depth view of the poses as to help consumers who cannot
make classes in-person. Also, videos could be created from interviews with mothers or ex-
pecting mothers who currently do take the prenatal yoga classes on the benefits of this type
of exercise and why our client is one of the the leading prenatal yoga experts in Ithaca.
This platform would really be beneficial to increasing awareness of prenatal yoga and its
benefits.
While Heart Thread Yoga does have a
Twitter account, SOUL Media suggests that
it should be used more frequently than it cur-
rently is. With very sporadic tweets, most of
which are shared from Instagram, the Twitter
account is lacking followers and tweets in
general. We think that Heart Thread Yoga
could better utilize this social media plat-
form in a variety of ways.
First, we suggest following more popular
accounts that deal with prenatal yoga,
yoga, mommy bloggers, etc. By doing this,
Heart Thread Yoga will be able to tweet and
retweet these accounts, ultimately bringing
more traffic to the twitter account and gain-
ing more followers. We also recommend
tweeting frequently. This will show followers
that the brand is engaged with its prospec-
tive and current clients. Effective ways to
stay connected with followers includes:
tweeting class information and posting
photos from classes while including relevant
hashtags. Tweeting, fun/health facts about
yoga, benefits of the yoga sessions, and
information on “The Journey” of mother-
hood, will attract followers and keep them
engaged while also educating them.
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26. Tactics
Pinterest is last form of social media that we are
suggesting Rachel utilizes. Pinterest has become
one of the leading social media platforms, and
is especially popular with the target audiences
we have mentioned previously (i.e. pregnant
women, post-pregnant mommies, and pre-preg-
nant potential mothers). With this great plat-
form, Heart Thread Yoga can not only promote
itself and the Ithacan yoga community, but can
also provide insight on current yoga trends,
popular prenatal tips, and even maternity yoga
clothing. Creating boards such as “Prenatal
Poses”, “Health Tips”, “Yoga Gear”, “Heart
Thread Yoga Merch” and “Places in Ithaca to
do Yoga” will provide visual representations
that our target audience can follow and “pin”
to their own boards. With the use of Pinterest,
Heart Thread Yoga can gain followers and
make connections with other yogis/yoga studi-
os, all while promoting its brand and the won-
derful benefits of prenatal yoga.
(See Appendix B for an example)
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27. Tactics
A great way to keep our target audience engaged is to use pro-
motional materials or “Baby Swag” with the Heart Thread Yoga
logo. These promotional materials will be used as incentives
and some of them can be sold for profit to cover the expenses.
These promotional materials include stickers, onesies, water
bottles, and yoga mats. The stickers will be handed out to all
customers, new and current. The onesie will be given to mothers
who complete the post natal yoga class. Water bottles will be
sold. Yoga mats will be awarded if mothers takes all three class-
es with Rachel to encourage them to continue practicing yoga
beyond the Mommy Journey. The majority of these promotional
materials will be given out at other events that we have listed as
tactics above. This is a great strategy to use to get the word out
about Heart Thread Yoga and get expecting mothers to partici-
pate in events.
(See Appendix D for more merchandise)
Baby sportting Heart Thread Yoga Onesie
PROMOTIONAL MATERIALS
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28. Evaluation
The success of our campaign will be measured and tracked continuously throughout as different stages are accomplished:
SOCIAL MEDIA INVOLVEMENT
WEBSITE TRAFFIC
ATTENDANCE
FEEDBACK
SOUL Media hopes to increase social media engagement
with a specific focus on “The Journey.” Social media engage-
ment will be measured through the growth of number of likes,
shares, comments, followers, tweets, and retweets on Face-
book, Instagram, and Twitter. The results will be compared
with the initial data to determine the increased engagement.
Our agency plans to use Google Analytics to monitor the
website traffic to determine the success of a new section of
the site, “The Mommy Journey,” which will feature an inter-
active forum. The data will also be used to determine which
information is most relevant to Heart Thread Yoga’s clientele.
Attendance of customers per class will be tracked to measure
the growth in number of those who attend prenatal classes,
local baby moons, and baby/coffee hour. This will be done
through sign up sheets for event, either online or paper.
Customers are encouraged to provide feedback in the fo-
rum section of the new site. There will be three conversa-
tion topics tailored to determine how they heard about
Heart Thread Yoga, any suggestions for improvement,
and a place for customers to share their experiences.
26

29. Timetable
MARJAN FEB APR MAY JUN JULY AUG SEP OCT NOV DECHEART THREAD YOGA
This timetable displays the tactics in which SOUL Media has developed for Rachel to use to flourish Heart
Thread Yoga. Each tactic has been strategically assigned to a month(s) that we think it will thrive the most. For
example, we have all forms of social media running yearly, along with The Mommy Journey and Baby Moon’s
while the advertisements in the Ithaca Times will only be running two months out of the year. This strategy
allows for activities to be occurring all year long with some that will be ongoing and others only sporadically.
27

30. Budget
STRATEGY DESCRIPTION COST
Palm Cards Educate about the benefits of prena-
tal yoga
$70
Baby Hour Purchase coffee, tea, and bagels
from Dunkin’ Donuts. Teach benefits
of prenatal yoga and get to know
clients.
$30
Ithaca Times Purchase advertising space in the
Ithaca Times for June and Decem-
ber: 7 days free, $15 for each
additional week, $2 for each photo
uploaded
$60+
Promotional Materials - Baby Swag Stickers, onesies, water bottles, and
yoga mats with Heart Thread Yoga
logo
200 Stickers 2”x3” = $87
Yoga Mat: $380.25
Website Additions Add The Mommy Journey to existing
website. (Additional options in-
clude web designers in Ithaca: Bells
Design, Ithaca Design Company,
Flourish Design Studio)
Time Spent
Local Baby Moons Group prenatal class:
10:00 am-12:00
Group lunch: 12:00-1:00
Childbirth prep class: 1:00-3:00
Tranquility Hour stay anytime
between: 4:00-7:00 pm
Time Spent with Clients
28

31. Budget
Collaborate with Jillan’s
Drawers
Reach out to Jillian’s Draw-
ers and arrange a “meet
and greet” at the store
Estimated time spent:
3 hours
Collaborate with Mom +
Dad Bloggers
Reach out to Mommy and
Daddy Bloggers for mutual
promotion
Time spent communicating
Social Media Usage Consistently use Face-
book, Twitter, YouTube,
Instagram, and Pinterest
accounts
Time spent updating and
maintaining platforms
STRATEGY DESCRIPTION COST
29
For this campaign we wanted to be as cost-effective as possible. Rather than spending money, most of
our tactics require time spent, which is why we included two different pie charts. The monetary chart
covers all the costs in relation to merchandise and other materials, and the time spent chart includes
the amount of time Rachel can expect to put in for each activity.

32. Budget
MONETARY COSTS
Palm Cards
$70
$315
$380
$270
$60
$30
Baby Hour
Ithaca Times
Waterbottle Merchandise
Yoga Mats Merchandise
Onesies Merchandise
30

33. TIME SPENT
Budget
Baby Moon
Meet & Greet
Website Additions
Blogging
8 Hrs
2 Hrs
4 Hrs
3 Hrs
31

34. OUSLmedia
TM

35. Marlowe is a senior at Ithaca College majoring in
Cinema & Photography and minoring in Art, Integrat-
ed Marketing Communications, Writing and Graph-
ic Design. Marlowe has interest in pursuing the cre-
ative side of advertising, with the hopes of one day
becoming a creative director or an art director for a
big advertising agency. In the future, Marlowe would
love to live in either Portland, Oregon or Seattle, Wash-
ington. On campus, Marlowe serves as the President
for the Class of 2016, and also serves as a Student
Leadership Consultant in the Office of Student En-
gagement and Multicultural Affairs. Marlowe’s favorite
yoga pose is Downward Dog because he loves dogs.
Lauren is a senior at Ithaca College studying com-
munication management and design with a minor in
integrated marketing communications. She has spent
more than half her college career planning events on
campus as well as designing weddings as part of
her job back home in Rochester, NY. After growing
up in Upstate New York, she is tired of the cold and
plans to move down south sometime in the near fu-
ture. She will be happy with whatever she ends up
doing after graduation, but will most likely stay on
the event planning path. Her favorite yoga pose is
Child’s Pose, mostly because she can easily fall asleep.

36. Ashley is a junior at Ithaca College studying
Integrated Marketing Communications and
Spanish. She spends her time planning week-
long events that benefit the entire campus com-
munity. Ashley is especially passionate about
using social media as a marketing tactic and
would like to pursue a career in this upon grad-
uation. In the future, Ashley aspires to work for
an agency that has a global presence which
would allow her to utilize her knowledge of
Spanish. Her favorite yoga pose is Warrior
Pose because it makes her feel empowered.
Emily is a junior at Ithaca College’s Roy
H. Park School of Communications, is an
integrated marketing communications major.
Emily was born and raised on Long Island,
NY. Emily has earned a place on the dean’s
list since she arrived Freshman year. Next se-
mester, she will be studying abroad at Ithaca
College’s program in London, England and
she hopes to spend as much time possible
traveling around Europe. After graduation,
she plans joining an agency with the hopes
of being hired into a media department. Her
favorite yoga pose is Tree Pose, because
she can do it without breaking anything.
Irma is a junior, Integrated Marketing Com-
munications major at Ithaca College. She
was born and raised in Los Angeles, Califor-
nia. On campus, she is a Resident Assistant
and serves as President of the Residence Hall
Association and previously held the position
of National Communications Coordinator.
Next semester, she will be studying in Bar-
celona, Spain where she plans to travel and
embrace other cultures. After college, Irma
hopes to pursue her interest in the commu-
nications field, either in marketing or adver-
tising. Her favorite Yoga pose is Downward
Dog because it offers a rejuvenating stretch.

37. Katie is a sophomore Integrated Marketing
Communications major at Ithaca College with
a minor in Women’s and Gender Studies. On
campus, Katie is the Assistant Treasurer of PRS-
SA, a wardrobe stylist for HiFashion Studios,
and a Leadership Scholar. She also spends
her time writing monthly articles for College-
Fashionista as a Style Guru Intern. After col-
lege, she dreams of working in New York City
where she will pursue a career in the fashion
industry. She ultimately hopes to incorporate
social justice efforts into her career in fash-
ion. Her favorite yoga pose is Child’s Pose,
because she is able fully relax and de-stress.
Maegan is a junior at Ithaca College’s Roy
H. Park School of Communications study-
ing Integrated Marketing Communications.
On campus, Maegan is part of IC Cour-
age, Students Today, Alumni Tomorrow
(STAT), and since returning from the London
study abroad program last Spring she has
become a study abroad ambassador. After
graduation, she hopes to pursue a career
in New York City in the sports or entertain-
ment industry in the advertising or public re-
lations departments. Her favorite yoga pose
is the Cow pose, because it’s easy, relax-
ing, and named after her favorite animal!.
Alane is a sophomore at Ithaca College’s
Roy H. Park School of Communications. She
is earning a degree in integrated marketing
and communications combined with a psy-
chology minor. She is from Chicago, Illinois,
but is really enjoying all that Ithaca has to
offer. In her free time Alane is either practicing
yoga or dancing with Ithaca College’s con-
temporary dance company, On The Floor.
After graduation she hopes to combine her
love of marketing with her passion for dance.
(Her favorite yoga pose is Warrior 2, be-
cause it makes her feel strong and powerful.

38. Appendix Table of Contents
Appendix A - Example Instagram
Appendix B - Example Pintrest
Appendix C - Example of Palm Card
Appendix D - Example of Yoga Mat
Here you will find a list of examples as stated in our tactics.
36

39. Appendix A
Example Instagram Profile
37

40. Appendix B
Example
Pintrest
Boards
38

41. Appendix C
Example of Palm Cards
FRONT BACK
39

42. 40
Appendix D
Example of Yoga Mats with bag

44. Public Relations | Ithaca College | Professor Arhlene Flowers | Fall 2015
OUS Lmedia
TM