3. executive summary agency strategy
to engage tea-drinkers with the Tazo brand. To achieve thorough Great Scott! Advertising prides itself in creative and cutting-edge
understanding of our target market, we conducted primary and strategy fueled by superior understanding of your target markets.
secondary research. Then we completed the picture with competitor
and situation analysis. For our creative strategy, we propose the Our insights are more than ideas; they are vehicles for making your
approach of “the dream is in the Tazo,” a campaign that features goals a reality.
women in our target market using Tazo Tea to add a bit of whimsy to
their routine. Whether its connecting with other cultures through We guarantee that our plans for your brand will make you say
the “escape” of a cup of tea, or connecting on a deeper level with
“WOW.”
themselves, the campaign shows how tea can enhance the meaning
of everyday life and help women become who they want to be. These
brand activation methods. Evaluative tests ensure that our campaign
Tazo Tea brand with the goal of having more tea-drinkers choose Tazo.
Witty, Original, and Worth your time
& this phrase embodies how we approach our advertising strategy.
Great Scott Advertising presents an ad campaign that will connect tea-
drinkers with the Tazo brand in meaningful and sustainable ways. By
tapping into “tea culture,” we have learned that tea-drinkers seek an
experience in each cup of tea. Our plan uses the experiential quality of
tea to appeal to consumers by showing them how Tazo Tea can enhance
their daily routine and even the pursuit of their more whimsical
aspirations.
overview
them through a variety of media. Our plan not only employs the media
our target market trusts for information and for entertainment, but it
engages them on a new level with brand activation techniques. Spreading
Tazo’s message through advertising and sales promotion alike will build
relationships with consumers, increasing awareness and comprehension
of the Tazo brand. Ultimately, our campaign will make tea-drinkers seek
3
4. situation analysis
historical 1994 1999 2010
context Created by Steve Acquired by Starbucks Tazo introduces 10
Smith, founder of for $ 9.1 million new full leaf teas for a
Stash Tea premium experience
technological f orces socio-cultural f orces
Tazo is transforming the hot tea and iced tea experience
relaxed, and laid back atmosphere. In this day and age, where people in North America through blending teas. Whether with
traditional favorites or exotic combinations of teas, herbs and
spices, Tazo challenges the boundaries of what tea can be.
In the US and around the world, endeavors for a more sustainable
or tea on the go! Yet, still experience the relaxed and pleasant feeling
e n v i r o n m e nt a l a n a l y s i s
of a hot cup of tea. The “on-the-go” single cup brewer has created environment is becoming the new social movement. Amongst the Tazo
community, they advocate clean air and healthy communities.Tazo
for energy derived from windmills. Their purchases this year have
technologies such as the “Keurig,” the quick and speedy on the go helped to improve air quality, reduce greenhouse gas emissions, and
business lifestyle can still be possible with a slice of tea heaven.
legal & regulatory protection requirements.Tazo is helping to advance renewable
energy development and joins a growing community of companies
Tazo’s many tea assortments are promoted publicly as organically and individuals committed to clean, renewable energy solutions.
produced. The regulatory force that Tazo faces is the USDA National
Organic Program which creates the logo that must be stamped
on their organically produced product. The U.S. Department of
economic f orces
The increasing demand for premium products in food service is
Agriculture established a set of national organic standards in the
nowhere more evident than in the tea category. Given that tea
is the national drink for two thirds of the world’s population and
by an independent agency by the USDA, and that products labeled
that much of the consumption is in the South where population
is growing, there is some potential for increased demand for
by the Legislation. The legislation requires all organic products
tea across the world! To counter this trend, the tea industry is
actively trying to promote consumption in the EU and the US
to the guidelines set forth by the legislation. Under the NOP there
perfect time for Tazo to be expanding its company. People are
4 willing to explore the intriguing phenomenon that is Tazo Tea!
5. competitor analysis
Prides themselves on wide
Easily accessible to a
program all-natural, organic tea brand for
mainstream audience; available
over 30 years. Lower prices than Tazo internationally
that share similar visions; users More than twice the following on One of the largest specialty tea
can request funding for events paperboard and cardboard Facebook companies in the United States
Strictly adheres to the prohibition Promotions such as holiday
of GMO ingredients as required by sweepstakes for a spa getaway
the National Organic Program of Available internationally
the U.S. Department of Agriculture Easily accessible; available in Uses recycled paper and paper
Printed with environmentally many stores from sustainably managed forests
friendly vegetable ink One of the largest specialty tea
audit on website to show for packaging and other printing
environmental sustainability of manufacturers in North America projects
operations Frequently donates to non- Committed to renewable energy;
Committed for sustainability
Purchases green power through
Similar amount of likes on Boulder, Colorado
Tazo local electric utility, Portland
Facebook sponsors conferences for arts General Electric.
and humanities events governed Frequently donates to
Not accessible to a mainstream organizations in Oregon and in the
market; mostly sold in health food Leading innovator for new tea
stores.
Less expensive than Tazo
Advertising tailored to a select Low quality product Many negative customer reviews
audience Negative customer reviews regarding taste and quality of tea
More expensive than Tazo regarding taste and quality
6. SWO T analysis
Tazo has more than 80 unique tea, fruit, and herb teas Not seen at the “go-to” brand when buying tea in
Devoted to giving back to those who live in the areas that grow and
retail stores
harvest tea.
As a young label, the brand lacks history
with Starbucks, which is dedicated to improving water quality
strengt hs
weaknesses
and accessibility, providing vocational and leadership training for
youth, training community health workers to provide preventive,
basic curative and referral health care to rural villagers, and
supporting social development projects chosen by the community.
Member of the Ethical Tea Partnership
Committed to clean, renewable energy solutions.
ready-to-drink iced and juiced teas, tea lattes, and full leaf tea kits.
Sold in over 50 countries through Starbucks
Stand-out packaging design
Unique brand personality
Super-premium teas are the fastest-growing tea
Increase product placement in organic section of
segment in grocery and natural good stores, which
stores/ health food stores
has increased Tazo’s competitors
o pp ort unit ies
Increase distribution to more restaurants, cafes, and
Many in the target market have already formed
retailers
brand loyalties
Increase brand awareness through advertising
Competition with brands with the USDA Organic
t hr eat s
and Fair Trade labels, sometimes a caveat for tea-
points
buyers who are also environmentally and socially
Engage consumers more and demonstrate
conscious
appreciation for loyal Tazo-drinkers as an
opportunity to build relationship with consumer
6
7. objectives
marketing:
bags by 7
budgeting
Great Scott Advertising was allotted $12,000,000 to
create a campaign for Tazo Tea that both embodied the
advertising: comprehension of what Tazo
spirit of Tazo Tea and produced tangible results.
tea is
campaign. The campaign was fully executed for a total
of $11,798,658.
Below is a summary of the campaign budget.
This campaign will run over
time frame: the course of a year, beginning
in September and continuing
until the end of August.
Understand the brand
personality of Tazo, its history,
research: and the deep values and
desires of the target market,
women aged 25-44.
7
8. target market
We understand the needs, wants, and desires of women aged 25-44 based
on our primary and secondary research methods. Great Scott! conducted 13
MediaMark database, and consumed various media and entertainment that the target
market currently enjoys.
Although they are often busy professionals, these women view themselves as
a daily ritual. Flavor, familial preferences, and brand social responsibility govern
their choice of tea. They are health-conscious; they live active lifestyles and prepare
wholesome meals. They are well-educated and socially conscious. They often prefer
organic and Fair-Trade products. They appreciate multiculturalism and pride themselves
in worldliness. Their relaxation and entertainment often include nature and social
activities with friends and family. They consider themselves to have well-developed
connections with both themselves and with others.
“A woman is like a tea bag- you never know
how strong she is until she gets in hot water.”
-Eleanor Roosevelt
8
9. what’s in her bag? what are her new years resolutions?
healthy lunch, t inted 1. buy only
chapstick, iPad, refillable Fair Trade
water bottle, & Eat, beverages
Pray, Love 2. become a
“locavore”
3. take more t ime t o read f or pleasure
how does she unwind? 4. try acupuncture f or t he f irst t ime
5. go somewhere beautiful
cooks a challenging new 6. make t ime f or exercise t hree t imes a week
recipe, goes t o a yoga- 7. drink less c offee
lates class, walks t he dog 8. drink more tea
on a scenic trail, travels, 9. actually grow t omatoes in my garden t his year
& watches an o ld movie 10. and basil!
9
10. target market profiles
Bridget is a 40 year old college professor. She is Connie is 26 and fresh out of graduate school. Rebecca is a 34 business woman who lives
very passionate about education and loves her She is young and still yearning for adventure her life by a very structured schedule. She
career. She wakes up everyday happy to go to and exploration. She’s a small town girl in misses the days when she used to travel all
work, because it isn’t really work at all. One of the big city just starting her career. She can’t the time. Over the years she has become
very knowledgeable about tea. She makes
and movies online. Connie loves nature sure she drinks tea three times a day and
are those herbal blends . She enjoys gardening and misses the many hiking trails available carries her portable mug everywhere.
and going to the farmers market on the in her home town, so she goes on walks
weekends. The main reasons she chooses Tazo through city parks to reconnect herself with loves feeling alert and energetic. Drinking
is because they care about making sustainably- nature. Tazo is her cup of relaxation. It is her tea makes her feel good, inside and out.
informed choices, just like she does. transportation into calmer world.
and focus on herself, which she doesn’t get
week she enjoy doing yoga and trying new
10
11. brand value proposition
functional benefits responsibility with its teas. It
of the ancient tradition of
drinking tea with a uniquely
witty and playful personality.
emotional benefits the Tazo brand is that it is
beverages, tea is ritualistic,
Drinking Tazo tea projects a sophisticated and worldly
self-expressive benefits
about their wellness and have a moment to relax with a cup of
and easily form community with other tea-drinkers based on this
common interest.
11
12. campaign strategy
Our target market consistently assigns more meaning to a cup of
tea than that of any other beverage, describing each cup of tea as
an experience. They often use the word “ritual” to describe the
importance of tea in their daily routine. They further describe tea as
an “escape” or a “retreat” when their cup of tea is what transports
them away from the chaos of their everyday routine to a calmer
place. To address the meaningfulness of tea to our target market
of tea-drinkers, we structure our campaign around the experiential
superior tea experience.
Furthermore, our target market seeks the betterment of self
and society, and they are in constant pursuit of these dreams.
They are health-conscious, connected with nature, embracing
of multiculturalism, socially-conscious, and always seeking
enlightenment. We appeal to their dream-chasing idealism with
market to wherever they want to be - whether their cup of tea
simulates the zen of yoga, the calm of the outdoors, or the adventure
of travel.
what’s t he big idea?
The dream is in t he tea. tazo.
12
13. art direction creative strategy
The art direction for the Tazo Tea is an expression of Tazo Tea’s Through various forms of entertainment and interactive
packaging design combined with the perceived style of our
target market. First, the color scheme of our visual materials women in the ages of 25-44. From internet movie sites
includes pastels and light earth tones, associating the brand with
healthiness and nature. These materials also convey the value of values of the target market. The advertisements will
multiculturalism shared by the Tazo brand and our target market. provide meaningful brand relationships with the target
Arabic and Indian designs on the magazine ads represent the audience through media and promote the concept of
“The dream is in the tea. Tazo.”
The faces in our ads portray what individuals in our target market
cup of tea. By putting emphasis on the photo instead of the text,
we hope to show the positive emotions associated with drinking
tea to achieve a sense of calm and simplicity that corresponds
with the Tazo brand.
copy writing
Our strategy for copywriting was using the same witty and
whimsical style of writing that the Tazo brand employs on its
packaging and website. In our print ads and radio ad, a narrative
person, as if telling a story conversationally. We also include
product. In all cases, we keep the copy concise and casual.
13
14. executions: print
My travels t o India led me t o an ashram w here I learned t o calm
my mind , o pen my heart, and soothe my soul. My journey is
most vivid w hile drinking a steaming mug of C alm™.
My dream is in t he tea. tazo
15. executions: print
While studying in C hina, a family invited me into t heir home
for tea brewed from herbs in t heir own garden.
This experience will f orever be in my heart. Keeping a garden
illuminates a sense of peace and balance in my modern world.
I start every morning in my garden with my own Zen ™.
My dream is in t he tea. tazo
As a member of the Ethical Tea Partnership, Tazo is working together to improve the
environmental impact of tea production and help the lives and communities of tea workers.
16. creative testing
Great Scott! showed the print advertisements
as well as the Internet banners to selected
members of Tazo Tea’s target market to gain
invaluable feedback from consumers that
are most likely to be consumers of tea. The
information was used to modify current
Tazo Tea advertisements as well as provide
a useful insight for the production of future
advertisements.
Initially, the print advertisements had much
more copy, but through creative testing we
found that consumers were distracted with
trying to read the copy. Many said it was hard to
All my favorite places in
executions: print
the world have mountains.
When I l ook out at t he conveying Tazo Tea’s message.
misty peaks t hrough
the steam of my morning
tea, I feel l ike I c ould be
anywhere in t he world.
This is how I get ready f or all t he adventures my day will bring.
This is how I Refresh.™ My dream is in t he tea. tazo.
17. executions: internet & radio
radio spot
“Work, work, work. Everyday is meetings,
accounts, kids, and stress. All I want to do when
I get home is relax and enjoy some peace and
Tea. When I drink Tazo Tea, sitting under the
willow tree on spring day, with my Tazo Tea in
one hand and a good book in the other. I dream
of escaping to a carefree environment with no
worries in the world. With my busy life, Tazo
banner ads
20. media objectives media strategy
who are we going t o reach? reach & frequency
Our target audience consists of women aged 25-44. These Reach of the target market
women are media-savvy business professionals with higher There is large potential for Tazo to become the go-to brand
education concentrated in cities in the north-east and west
coast. Scott wants catch women early in their tea-buying decision
to acquire new tea drinkers and convert brand loyalists of
We are reaching our audience through four media channels, Tazo’s competitors.
4
where are we f ocusing?
The message will be sent out nationally, but it will be forefront of the specialty tea market.
especially heavy on the east and west coasts. The east and
west coasts will additionally receive radio advertisements,
and the New York and Los Angeles regional areas will
continuity: pulsing
receive advertisements in newspapers.
most frequently during the colder months between October
place in August, putting our tea brand into customers’ heads
before any other brand has a chance to get themselves
how will we reach t hem? noticed.
The advertising campaign will consist of both national and in magazines will begin in May before the
regional ads. The television, internet, and print magazine activation as busy professionals plan their winter holiday
ads will run nationwide. The print newspaper ads will run and can associate Tazo with an adventurous getaway.
in the new york and los angeles regional areas. The radio Bursting
ads will be placed in large geographic areas on the east will release in a bursting pattern and run
and west coast such as, New York City, Boston, New Jersey, September through February to get into the consumers
Connecticut, Los Angeles, San Diego, San Francisco, and
Portland. people to drink hot tea in the summer.
Our will be bursting in the coldest months of
the campaign while people stay inside for work and play.
20
21. length and sizes media mix
shows
ad can communicate Tazo’s message clearly. That clarity will
speak to our target market in busy moments spent at home.
broadcast sponsorship, and Tazo will be heard as the tea that
supports our market’s favorite radio shows.
Our target market is full of highly educated professional
women who enjoy reading f or pleasure
in the print media they consume every day will reach to our
market far and wide.
I media forms such as music sites, television
Pandora
attracts millions of viewers each month,
color background, and a video creative while Pandora reaches 24 million subscribers
video creative with such high viewership.
21
22. media choice: magazines
circulation circulation circulation
305,494 970,733 811,714
Barron’s Travel + Leisure Conde Nast Traveler
This monthly leisure travel magazine This monthly high-end travel magazine
appeals to the professional features articles by novelists, poets, appeals to women who like to travel
woman who wants to keep up artists, and designers. The magazine to luxury destinations. Portion of the
with the market. appeals to those who prefer an upscale magazine is dedicated to business
destination environment. travelers.
circulation circulation circulation
1,522,078 1,227,707 463, 385
Bon Appetit Vanity Fair W
This monthly food magazine This monthly fashion magazine
appeals to women who have an fashion and pop culture features the elite of fashion and
eclectic taste in food, and can magazine allows women to keep entertainment in American and
22 show recipes that use Tazo tea
such as chai-infused cookies.
up to date on the news and
lifestyle in an up-scale and more
European society, which appeals
things in life.
23. media choice: radio San Francisco
Los Angeles
Portland
San Diego
talk news shows
Through primary research, it was found that the target
market for Tazo Tea listens to the radio frequently. New Y ork C ity
and information shows.
Boston
By underwriting popular shows such as “This
American Life” and “All Things Considered”, Tazo will
begin to establish a truly meaningful relationship
New Jersey
with listeners in our target market.
Connecticut
23
24. media choice: television
music, contemporary culture, and travel.
The network teams up with American cultural
institutions and arts education groups to
promote creativity through interesting
content. Weekend nights comprise of So You
Think You Can Dance marathons watched
primarily by women in our target market.
broadcast network stations
that competes with FOX,
CBS, and NBC for the most
popular network. The
channel tries to appeal
for the avid cooking enthusiast who values to families and individual
healthy, natural, and delicious food & drink. members of the family unit
“Good Eats” airing Wednesdays and Fridays at with diverse programming.
8 pm, caters to foodies with a sense of humor Primetime on Wednesday
and interest in pop culture. night revolves around
Modern Family, an
ensemble comedy about
dramas and comedies to news specials and sports family structure. The show
programming. Tuesday night primetime revolves is watched by 12.7 million
around the new original comedy New Girl starring people and has won many
Emmys for the unique
million people and is a hit in our target market. and entertaining look at
American life.
Next, Now” reaches 40-million households with an age group between 25-54 seeking to
is a primetime original series airing Monday nights that interviews professionals in
stardom.
25. Pandora connects to more than 200 electronic consumer
media choice: internet iPads, in-home connected devices, and more. Tens
of millions of people in the United States alone use
Pandora to listen to their favorite music. Pandora
reaches on average 24 million people every month.
Each person can customize their own personal station
by simply inputting a single word through the music
genome project. This allows consumers to listen to
whatever music they want, when they want.
online database that provides people with
a wealth of information relating to movies,
televisions shows, actors, production crew
of people with their favorite television shows, movies,
characters from movies and televisions
shows. With over 100 million unique
opportunities to associate their brand with the premium
viewers each month it is one of the most
online video content of their choice. This allows
popular online entertainment sites and is only gaining
advertisers to connect with engaged consumers that
more and more viewers each month. IMDb can be used
on mobile devices to instantly view over 6,000 movies
also reaches consumers through its ad-supported
and television shows from CBS, Sony, and a selection of
The Wall Street Journal has the largest circulation in the
United States delivering 2.1 million copies each year,
This form of internet media is considered to include “All
which includes over 400,000 paid online subscriptions.
In 2004 the Wall Street Journal released its Wall Street
news, multimedia, business, sports, movies, travel,
Journal Online mobile application. Now subscribers can
books, jobs, education, real estate, cars and more. The
access content wherever they are from a mobile device.
target market enjoys being “in the know” and since this
They recently launched a worldwide expansion of the
newspaper covers many informative aspects of everyday
website, which now includes the major foreign-language
life, it is a perfect form media choice.
editions. Its readership mainly consists of people that have
management positions who are interested in reading about
interest in buying it’s long time rival, Financial Times.
25
26. media scheduling
Jan Feb Mar April May June July Aug Sept Oct Nov Dec Executions Costs
Weeks: 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
Print
W 1 1 1 1 1 1 6 577,758
Vanity Fair 1 1 1 1 1 1 6 1,077,906
Bon Apetite 1 1 1 1 1 1 1 7 1,011,220
Traveler 1 1 1 1 1 1 6 716,178
Travel & Leisure 1 1 1 1 1 5 522,300
Baron's 1 2 4 7 324,076
L.A. Times 1 1 1 3 40,020
New York Times 1 1 1 3 87,900
Total Cost: 4,084,978
TV
Good Eats 2 2 2 2 6 6 20 600,000
2 2 2 2 6 6 20 600,000
2 2 2 2 6 6 20 600,000
New Girl 5 5 5 5 10 10 40 1,200,000
Modern Family 5 5 5 5 10 10 40 1,200,000
Total Cost: 4,200,000
Internet
Pandora 3 1,080,000
Hulu 3 1,200,000
nytimes.com 4 120,000
wsj.com 4 120,000
4 120,000
Total Cost: 2,640,000
Radio: NPR
6 6,400
Los Angeles 6 78,400
Portland 6 4,240
San Diego 6 24,000
New York City 6 64,000
Boston 6 4,640
Connecticut 6 28,000
New Jersey 6 64,000
Total Cost: 273,680
Grand Total $11,798,658
26
27. media budgeting
Magazines : all executions are 1 page spreads Internet
Title # of times Cost per page Total Cost Website Frequency Impression CPM Total Cost
1. W 6 96,293 577,758
Pandora 6m 3 18 m $60 1,080,000
2. Barron’s 7 46,296 324,076
3. Conde Nast Traveler 6 119,363 716,178 6m 3 18 m $100 1,200,000
4. Vanity Fair 6 179,651 1,077,906 NYtimes.com 4 m 3 12 m $8 120,000
5. Travel & Leisure 5 104,460 522,300 LAtimes.com 4 m 3 12 m $8 120,000
6. Bon Appetit 6 144,460 866,760
IMDb.com 4m 3 12 m $8 120,000
Total Cost $ 4,084,976
Total Cost $ 4,273, 422
Newspapers : all executions are 1/2 page spreads
Title # of times Cost per page Total Cost
1. New York Times 3 29,300 87,900
2. Los Angeles Times 3 13,340 40,020
Total Cost $ 127,920
Radio : each commercial is a 30-second spot Television : for each execution Great Scott has budgeted, 1 rating point
City or State Population CPM Total Cost
San Fransisco 800,000 100 $800 6,400 Show Executions Cost per point Total Cost
Los Angeles 9,800,000 100 $9,800 78,400 Good Eats 20 $30,000 600,000
Portland 530,000 100 $530 4,240 Mortifed Sessions 20 $30,000 600,000
San Diego 3,000,000 100 $3,000 24,000 So You Think You 20 $30,000 600,000
New York City 8,000,000 100 $,8,000 64,000 Can Dance
Boston 580,000 100 $580 4,640 New Girl 20 $30,000 1,200,000
Connecticut 3,500,000 100 $3,500 28,000 Modern Family 20 $30,000 1,200,000
New Jersey 8,000,000 100 $8,000 64,000 Total Cost $ 4,200,000
Total Cost $ 273,680
27
28. brand activation
a taste of serenity
objective: To allow a traveler to immerse themselves in the calmness,
strategy:
people can taste the richness of the tea and experience a
getaway within the stress of an airport.
Coupons would also be distributed in these cafes that
would incentivize customers to purchase and experience
themselves in the tranquility before & potentially enhancing
their day of travel.
show us your mug shot
objective: To build a better relationship with Tazo Tea customers by
collecting personal stories from individuals about their favorite
mugs
strategy: To use Facebook to promote Tazo Tea by asking people who
visit the Facebook page to send in a picture of them with their
favorite mug.
when you are drinking it out of your favorite mug!
People will be taken from the Tazo Tea Facebook page to
the Tazo Tea website where they will be prompted to submit
a picture of themselves with their favorite mug as well as
28 download free coupons.
29. evaluation
Tazo Tea’s goals for this advertising
campaign was executed over a period of
one year. Great Scott felt it was important
to collect quantitative data not just at
the end of the year, but throughout the
entire year. The increase in sales was
recorded each month. To quantify the
awareness how many individuals visited
the website and the facebook page
each month will be documented as well.
29
30. great scott! biographies
meet erin
Erin Irby is an Integrated Marketing
meet jenna
Jenna Jablonski studies Integrated
meet nate
Nate Lawrence is a Cinema Production Major and
Communications junior at Ithaca Marketing Communications and Spanish an IMC Minor. During his college career, Nate
College. She is the president of as a junior at Ithaca College. She stays has focused on writing and directing dramatic
Active Minds, a national organization busy working for the Ithaca College
interned at a commercial production company
that promotes mental health and
positive stress relief on campus. She
has volunteered at the local library, community, and enjoying the natural producing motion picture media and knowledge
the TCPL, for the past two years and wonders of the Ithaca area. of the industry to build a successful career as
now serves as their Foundation’s a director or commercials, music videos, and
development intern. Jenna loves to start her days with Tazo
Black Awake Tea
Erin delights in the beauty of everyday and her dream is to hike among the Nate’s dream escape is into the snowy Sierras
life, the warmth of the radiant sun, and giant redwoods in Northern California. around Lake Tahoe in California. Snow, inspiring
terrain, and culture draw Nate to his favorite
read a good comic book in her backyard, location to snowboard in the United States.
After a long day of riding the best snow in the
and watch the wildlife play.
West, nothing sounds better than a hot mug of
Darjeeling tea to unwind.
30
31. meet zach meet sarah meet tracy
Sarah Parker is a sophomore Integrated
Marketing Communications major with in Integrated Marketing and Communications from Long
of Communications at Ithaca College a minor in Politics. She lives on the Island, New York. She is a member of the IC Women’s
with a minor in Integrated Marketing Lacrosse Team and a member of the Student Athletic
Advisory Committee. Tracy partakes in the Ithaca College
favorite activities include sailing and
Meadow, NY on Long Island, he does not
coloring.
take too kindly to the winters of upstate
New York. In his spare time he likes to take
long walks on the beach, go rock climbing, My dream is to be on a warm, sandy local families and families across the country. Tracy is an
and read a good book. beach watching the ocean waves crash avid member of Korean style yoga her local community
while drinking my favorite Tazo Tea
the perfect balance of health and serenity that gets her
and work for Saturday Night Live on NBC through each day with enthusiasm and wonder.
of traveling to an array of places, experiencing all the
unique.
31
