Worked with a local client, The Community School of Music and Arts in Ithaca NY, to develop a public relations plan in order to increase knowledge on the school and boost attendance at events like concerts and shows. Worked with four other students in my Public Relations class. Designed: Fall 2013

1. The Community School of Music and Arts

2. 2
Table of Contents
Executive Summary 3
Situation Analysis 4
Objectives 7
SWOT Analysis 5
Research 6
Target Audiences 9
Tactics 11-15
Strategies 10
Evaluation 16
Appendix 22-28
Meet The Team 20-21
About Us 19
Budget 18
Timeline 17
Twitter 22
Instagram 23
Wikipedia 24
Press Release 25
Event Poster 22
Article Audit 23
Video Audit 24

3. 3
The purpose of this plan is to better communicate with the community about programs and
opportunities from the Community School of Music and Arts (also known as CSMA) and to
raise awareness about the school, including performances and chances to see work on
display throughout Tompkins County.
To tackle both these goals, we intend to first undergo a complete rebranding process.
From print materials including the school logo and informational pamphlets, to establishing
more of an online presence to greater community connection and involvement, rebranding
will create a new name for CSMA. We hope that this will ultimately stir up conversation and
interest to both primary and secondary publics.
Additionally, introducing more already-proficient students to CSMA will help give students
more opportunities to learn, perform and interact with different people. This could include
members of the community, other than parents who are probably already involved, and
students from Ithaca College and Cornell University, particularly those who are studying
music education and who are looking for service hours in a field they are passionate about.
Furthermore, the third way we hope to help CSMA expand its outreach is by developing
additional events such as programs, performances, workshops etc. to increase community
participation and encourage donations to keep the school in line with it’s values in order
to continue the great programs it offers to students.
We’d like to thank the Community School of Music and Arts for the opportunity for us to
present to them the ideas of Missile PR.
Executive Summary

4. 4
CSMA currently utilizes a few communication channels in order to inform the public of what’s
going on in the organization, but these can be improved upon to make communication even more
proficient. Using the correct channels, or modifying how CSMA delivers messages as well as
choosing the correct content to be written on these messages can help CSMA achieve its goals.
Currently, CSMA communicates to its pubics in a few ways. The first being their website:
csma-ithaca.org. This site is ok, but is not aesthetically appealing and is quite dated in its set-up.
The site doesn’t give the publics what they need. In addition, CSMA also currently communicates
through Facebook. This page allows people to find and “like” them in order to keep up with some
events that are going on within the organization, but is limited to Facebook users. That being said,
we need a few more social media outlets to share the news of the school.
Furthermore, media coverage of the school was hard to find and what was found during research
was from local newspapers that didn’t discuss much about the organization. We also think the
current logo for CSMA doesn’t strongly convey what the organization does, and as a strong
symbol of the organization, we think it would make a big impact if the logo expressed the mission
of the school more clearly.
CSMA’s communication channels may be inhibiting their outreach, but several simple changes
and additions can be executed in a short amount of time to make communication more efficient.
These opportunities could change the way CSMA is viewed by the community for quite some
time. By simply creating a newer, more interactive website that expands on events and ways to
participate, as well as a more active social media presence, the organization could make a big
impact on how CSMA is seen throughout the region. Things like updating the Facebook page
more frequently, creating a Twitter page, an Instagram, and a YouTube channel to showcase work
done would give CSMA more mediums/channels to get their message out there. By creating more
communication channels both traditionally through local media and socially online, CSMA will be
able to achieve its objectives and grow its brand name and publics.
Situation Analysis

5. 5
SWOT Analysis
• Clear puropse
• Long history (50 years) and well-established in Ithaca
• Good intentions/altruistic in terms of raising money and reaching out to the community
• Great location
• Offer scholarships and financial aid
Strengths
• Limited news coverage (don’t put themselves out there)
• Not very tech-savvy
• Rely on donations and fundraising because it is a nonprofit
• Seems exclusive
• Name of school seems so general
• Expensive
Weaknesses
• Great venue to perform at
• Collaborate with IC music program
• Could gain more revenue through donations if they expand outreach
• Supportive local communities
• Colleges: IC and Cornell – Skilled students willing to help
Opportunities
• Organization seems similar to many; hard to differentiate from others
• Local competitor: Opus Ithaca Music School
• Lack of community interest in playing music instruments
• Lack of community interest in the arts
• Alternative schools are free of charge
Threats

6. 6
During our research, we found a few articles online pertaining to the Community School of Music
and Arts. The Ithaca Times newspaper article that was written caught out attention in particular.
The article discuses the school’s past, present, and future in the Ithaca area. The article states
that the school’s 53 years makes a large footprint on already big, and growing music and arts
scene here in Ithaca. This gives readers an insight into how the organization came about, what
it’s doing today, and where it will be headed. It’s an ideal newspaper publication but isn’t exactly
an example of what we want to see for future publications about CSMA. The fact is, newspaper
readership is declining and getting messages out to the public is harder than ever because of the
amount of information available to obtain. We would like to see CSMA strategically use its website,
social media and larger media outlets (i.e. Syracuse, Binghamton, Elmira) to get the attention of
Ithaca and the surrounding region of what is happening
here.
As the article states, the city of Ithaca has a thriving arts
scene for it’s size. This is something that CSMA can take
advantage of as time goes on. With two universities and a
well educated population, the city of Ithaca will likely always
have an interest in music and art. This assumed constant
interest is partially what has kept CSMA running for so
long, and it can grow if CSMA can keep up with changes
in technology and communication. CSMA can only thrive if
people know they exist and what they do. Furthermore,
using technology that is now seen as a norm like Twitter and
YouTube will set them up for other emerging technologies
that the organization will want to take advantage of in
order for continued success.
Taking advantage of the large arts scene in Ithaca isn’t
something the Community School is doing alone, competi-
tors like Opus Ithaca are also in the area teaching music to
area students. While Opus Ithaca doesn’t have the long standing history as the CSMA does, Opus
doeshaveamoreup-to-datelookandfeeltoit’swebsite,makingitmorewelcominganduser-friendly
compared to CSMA’s. On the other hand, while CSMA looks to educate Ithaca, young or old, in
music and the fine arts, Opus seems to have an emphasis on teaching only music to children.
This fact might put the Community School at an advantage because an adult population is a
larger population, and if people are interested in doing both music and fine arts, CSMA can be
seen as a “one-stop-shop” for its students.
Research

7. 7
Refine the mission and make it easy to read and more concrete
• Focus on what is different and innovative about CSMA compared to other specialty schools
Re-create a logo that simplifies the mission of CSMA
• Define a few elements and condense into a usable shape
Take that logo and corresponding design across all publications, in print and digital, to keep con-
sistent branding
• Stay consistent. People will notice consistency.
Promote online interaction through social media
• Make a Wikipedia page
• Online contests through social media
• YouTube for performances
• Instagram for art and short video clips
• Tweet upcoming performances
• Profile a student doing outstanding work on Facebook
Redesign the website to provide greater communication with parents and prospective students all
with an easy-to-use interface
• More photos and videos
• Create easy navigation
• Links to social media, newsletter and other forms of communication
Objectives
Rebranding

8. 8
Establish connections with Ithaca College and Cornell University
• University students can assist classes, teach workshops, interact with students
• Collaboration provides new forms of learning
• Volunteering can create more diverse learning for both IC students, Cornell students, and
CSMA students without hiring new staff
Do more with the other schools, including specialty schools and the Ithaca School District
• Collaborative performances with acts from multiple schools
• Mentoring system among students
• Large events like concerts or shows with students from all over Ithaca participating, but spon-
sored by CSMA
Community outreach
• Can help with donations
More media coverage
• Be more active in reaching out to local media to inform them of upcoming events
Objectives (Cont.)
Expanding Audience
Similar to expanding audience, more community involvement will encourage repeated attendance
at concerts and that support can result in generous donations to keep the school running.
Participate in community events and host their own to raise awareness of what students are doing
Donations

9. 9
Target Audiences
• Footprint Press
• Ithaca Child
• Ithaca Community News
• IthacaNet
• The Cornell Chronicle
• The Cornell Daily Sun
• The Ithaca Journal
• The Ithaca Times
• Tompkins Weekly
• Life in the Finger Lakes
Target Media
Newspapers
Magazines
Radio
TV
Blogs
• WVBR-93.5 FM
• WVBR Radio
• BullsEye Radio
• ITHACA College
• WTVH
• WBNG
• WYNA
• Piece of Ash
• Press and Sun
• Little. City. Big.
• Local media
• Regional Media
• Government
Secondary Audiences
• Tompkins County Residents
• Local Ithaca community
• Employees
• Customers
• Consumers
• Students
• Suppliers
• Donors
Primary Audiences
• Tompkins County Residents
• Current/potential/former students
• Local artists/musicians
• Parents of students
• Potential/current philanthropists
• Corporate sponsors
• Local art/music fans
Target Markets

10. 10
StrategiesMissile PR will utilize the following strategies to achieve the objectives of our PR plan. These
strategies will help us communicate with the community about programs and opportunities from
the Community School of Music and Arts, as well as raise awareness about the school.
Strategy #1:
Strategy #3:
Strategy #2:
Product differentiation and Re-Branding
The first strategy our PR company is going to use is Product differentiation and Re-Branding. We
are going to focus on differentiating the school and services from any other arts school in the
area to make it unique and appealing to CSMA’s publics. In addition, we are going to re-brand
their company to essentially revamp and recreate how people think about their brand.
Grow Audience with better communication channels
The second strategy our PR company is going to take is creating better communication channels
to grow the audience of CSMA. Right now, CSMA is not very effective in getting people in Tompkins
County interested in their brand and what they have to offer simply because their communication
system is not up to date. New channels will be created to enable CSMA to communicate effectively
with its constituents about programs, community needs, and new opportunities. This strategy
aims to enlist students, recruit artists and musicians, keep donors posted, attract visitors, and
obtain news coverage.
Fundraising to keep CSMA financially stable
CSMA’s current funding is through class registration and donations. Class registration is cheaper
for those who sign up for annual memberships. These methods have been efficient in
getting money but it is always good to have new fundraising ideas to help keep them financially
stable. As a nonprofit, funds can dwindle quickly when no one signs up or donates. Having a
fundraising plan will ensure that CSMA can sustain the communication system created in the
previous strategy.

11. 11
Tactics
The first action we are going to take toward accomplishing product differentiation and the re-brand-
ing of CSMA is that we are going to emphasize the unique selling points of CSMA. While other
schools in the area offer exclusively music, dance, or arts, CSMA offers all aspects of the arts.
Furthermore, CSMA’s location is conveniently located in downtown Ithaca, a common location
for all community members. Furthermore, we’d like to emphasize that CSMA will now be the only
school that has interactions with incredibly talented Ithaca College music students as well as
Cornell students who are pursuing music as well as offering their time and expertise. CSMA will
now incorporate the entire community in their arts school, and this is something that will be very
different from any other arts or music school in the area. By emphasizing the unique aspects of
CSMA we can accomplish both of our objectives previously stated.
Strategy #1:
Tactic #1: Emphasize Unique Selling Propositions
In addition to highlighting the differences of CSMA versus other arts schools, we are also going to
rebrand the company and essentially re-vamp the way people think about the Community School
of Music and Arts. Missile PR has created a new mission statement for the school which is, ““The
Community School of Music and Arts strives to provide quality instruction to any community
member no matter what age, skill level or background who desires to learn performing and visual
arts. Furthermore, we are committed to enriching the community with cultural and artistic events.
CSMA also serves as a resource for community artists and musicians.” In addition, a new color
scheme will be created as part of the brand for CSMA as well as a new logo that people will see
and immediately associate with the school. Additionally, the CSMA website will be re-created with
company colors and will be both more informative and more professional looking. We will also
work on creating a better web presence to communicate through social media. By doing all of
these things, the public will have a better sense of who CSMA is and what they stand for, and will
also be able to have two way communication with CSMA, in several different forms, that aren’t
offered by other schools in the area.
Tactic #2: Reposition Our Brand

12. 12
Tactics (Cont’)
Tactic #1: Attain social media attention through
multiple platforms
Fixing up current communication channels
CSMA currently has their own website (www.csma-ithaca.org). We need to amp it up with
better navigation and design. The CSMA website is informative and functional, but it doesn’t keep
viewers interested long enough and aesthetically looks quite dated. The problem with the site is
that it isn’t user-friendly. First-time visitors would likely be confused as they wouldn’t know what
CSMA is and what it offers. When a visitor enters the site, there is at least four or five events that
seem out of place calling for attention before the visitor even knows what CSMA is about. Some
suggestions for the website are:
• Prominently place its mission statement at the top of the homepage
• Change the navigation bar to include what CSMA want users to do (e.g. feature “Donate Now!”
and “Sign Up for E-Newsletter” icons)
• Connect page viewers to its other communication channels using social media badges
CSMA also has its own Facebook page. We need to amp it up with better content. The Facebook
page seems to collect only a very small amount of interest. Although it does have 849 people
who have “liked” the page, there is a lack of “likes” on the posts that CSMA makes public. The
lack of social engagement here can jeopardize future viewers from engaging. The problem with
the Facebook page is that CSMA seems distant. It constantly cranks out the same posts about
upcoming events that are bland and automated. In addition, profile and cover photos do not
always reflect CSMA’s mission in the best way. The Facebook page should be more interactive
with its followers and give feedback to keep them engaged. Some suggestions for the Facebook
page is to:
• Respond to posts
• Answer FAQs
• Post relevant trivia/facts/quotes
• Share information about CSMA (e.g. milestones, promotions, featured guests, news coverage)
• Host photo caption contests for artwork
• Host fill-in-the-blank contests for local musician song lyrics
• Thank specific supporters (Nonprofits normally do not have enough funding to thank every
donor with a plaque or the like, so social media becomes an inexpensive alternative to
appreciate donations)
• Thank volunteers and highlight their accomplishments
• relay a consistent image with their profile and cover photos, making sure that every set of
pictures they put up conveys their mission statement.
Strategy #2:

13. 13
Tactics (Cont’)Creating new communication channels
The following are a few suggestions:
• Since it is hard to find CSMA in the news (local, regional or national), it would be beneficial to
have CSMA start a consistent blog. It is a great way to spread the word about their cause at a
low budget. While there are many free blogging sites out there, it is better to have CSMA use
their own website for this. Extending the blog to another site will lessen the chances of viewers
clicking through to read it; having the blog on their homepage will increase readership. The
blog should be updated at least once a week with human interest stories as well as elaborate
descriptions of events that took place.
• As an arts school, CSMA should showcase the artwork of students and local artists using a
photo-sharing site like Instagram. CSMA needs to carefully select what types of pictures to
put up. Instead of using random individual pictures like the ones on their Facebook profile and
cover photos, CSMA should come up with a series of photos with a common theme. Many
popular users on social networking sites have a core concept that they put a different take
on in each photo. CSMA can do many different things on Instagram to capture the attention
of donors and visitors, but whatever they choose should be specialized. For example, they
could focus on images where students and artists stand next to their work, or they could focus
on images that highlight volunteerism. Lastly, they should make sure that every photo has a
CSMA watermark so people may track back to the cause in case a photo becomes viral.
• CSMA needs to be on YouTube. This is a great way to share educational experiences, event
recaps, interviews, and success stories in a visual way. YouTube has a great feature to help
nonprofit organizations fundraise: viewers can donate directly by clicking on a donate icon
found on the organization’s channel. It is a great way to spread awareness and get funding at
the same time. As with creating an Instagram, CSMA needs to have a channel strategy. You-
Tube allows users to create subsections to split up different types of videos. CSMA can use
this feature to upload and organize their videos accordingly. For example, CSMA could focus
on showing behind-the-scenes for performances in one subsection and then they could focus
on videos dedicated toward thanking their supporters in a different subsection. CSMA could
also have a subsection of videos showing how every donation dollar was used.
• In addition, CSMA will now be active on Twitter. Twitter is a great way to create two way com-
munication. CSMA can regularly update about events and things going on at the school, as
well as respond to people who tweet at them with questions.
• Another great communication channel CSMA should take advantage of is Wikipedia. Although
Wikipedia is not the best source for research, many people use it to quickly get an overview of
what a business does. Most of the time when people look things up online, Wikipedia entries
are among the first to pop up. Thus it is important to have your organization on Wikipedia so
it remains relevant and accessible. The Wikipedia should have CSMA’s mission statement and
history. This would also be a great opportunity to list out the accomplishments and programs
that they offer.

14. 14
Tactics (Cont’)Tactic #2: Obtain extended news coverage in
local and regional media using press releases
The best way to ensure that CSMA has a consistent media presence is by writing and distributing
newsworthy press releases to local and regional newspapers, radio stations and TV stations.
Even if the media does not publish the news, CSMA should put it up on their website in a section
titled “Press Releases” or “News Room”. This will help internal constituents as well as any external
researchers catalog news pieces about CSMA. Visiting journalists can easily learn about CSMA.
The following list suggests what CSMA should put out as appealing press releases:
• Unusual story: something that rarely happens (e.g. 100th anniversary milestone, renovation)
• Big name: a celebrity (even if it is just a local or regional celebrity) comes along
• Solution: CSMA solves an issue in the community
• Superlatives: when there is an extreme (e.g. biggest student body of all local nonprofit
organizations)
• Local angle on national story: how nationwide events affected CSMA (e.g. federal budget cuts
on the arts)
• Human-interest story: putting a face to an emotional experience
• Upcoming event: performances, gallery exhibitions, or scholarship giveaways
All press releases should be given to the appropriate media in a timely manner. The following lists
suggests which local and regional media CSMA should distribute press releases to:
The Ithacan
The Cornell Daily Sun
The Ithaca Journal
The Ithaca Times
Tompkins Weekly
Life in the Finger Lakes
Newspapers
Radio
WICB 91.7 FM (Ithaca College Public Radio)
WHCU 870 AM (News/Talk)
Z 95.5 FM (Ithaca Top-40)
WSYR 106.9 FM (Syracuse News Radio)
WNBF 1290 AM (Binghamton News Radio)
TV
ICTV (Ithaca College News/Sports/Entertainment)
WICZ-TV (Binghamton News)
WENY (Horseheads Local/Regional News)
YNN (Cortland/Ithaca Local news)

15. 15
Tactics (Cont’)
Tactic #1: Host one-day teaching seminars
CSMA’s structure is set up to teach courses that usually last about 10 weeks at a time. They
range from $60 to upwards of $400 depending on what type of course it is. If CSMA can host mini-
courses, then more people will join. These mini-courses should not last more than a day. This
will be the perfect opportunity for people to get a taste of what the real course will be like if they
want to sign up but are hesitant. Prices will also be a lot more attractive since it will be cut down
dramatically. It is a quick way to raise a lot of money while also raising awareness of what CSMA
has to offer.
Strategy #3:
Tactic #2: Run monthly “Breakfast and Art” events
CSMA should start a new series of monthly events called “Breakfast and Art” where attendees can
pay to have food, drink, and admittance to the art gallery. Each month will have a new theme. For
example, there will be a Halloween “Breakfast and Art” in October, a Thanksgiving “Breakfast and
Art” in November, a Christmas “Breakfast and Art” in December, etc. This will generate profits as
well as give CSMA an opportunity to showcase local art work.
Tactic #3: Participate in Ithaca’s Porchfest
Porchfest is a huge music festival where bands in and near Ithaca come together to play music
on porches. CSMA can partner with Porchfest to incorporate their own students to showcase their
vocal and instrumental talents.
Tactic #4: Hold a dance-off competition
CSMA can use their venue space to hold a dance talent competition. They can charge a small
fee for people to enter the competition and viewers to come watch. All students already in CSMA
can join for free and should be encouraged to participate. While it could be hard to judge a wide
range of dances, all types of dance styles should be allowed. The winner could receive items like
sponsor gift cards and free passes to a CSMA course.
*Visual materials mentioned in tactics are included in the Appendix.

16. 16
EvaluationWe plan to use a variety of measurement and evaluative techniques to gauge the effects of our
new campaign on CMSA’s publicity. Our team’s first order will be to distribute online and hard
copy surveys and questionnaires to event attendees, as well as current and former students
and members. Aside from making sure customers had a satisfactory CMSA experience, these
questionnaires will most importantly answer how they heard about CMSA, and what made them
decide to go there. Another effective evaluative technique would be to bookkeep the attendance
of events before and after the plan is implemented, to make sure the plan is progressing in
reaching out to more potential audiences. Along with this, we are going to monitor press coverage
and website traffic to make sure enough people are hearing about CMSA. Finally, it’s essential
to look at the increase in CMSA’s revenue, registration and membership after implementing the
plan, to make sure it has been successful. Measurement and evaluation is key to making sure
the new campaign is working.

17. 17
TimelineGiven the goal of one year, we hope to accomplish a lot. We will begin with identifying the CSMA
brand, with a new logo and mission statement. With a new logo, social media channels can
be created or updated to follow the new look CSMA has. We also want to start a follower base
before any big events so we can use these channels effectively. As the new social media goes
up, we would like to re-launch the CSMA website with a new cleaner look that also implements the
new logo and colors of the school. Over the course of the year we will sustain a strong presence
online, and use it in our many fundraising efforts to keep CSMA in the news. Some events include
participating in the Ithaca PorchFest, hosting one-day teaching seminars, a Breakfast and Art
event, and a dance competition.
Product differentiation and
Rebranding
July 14 July 15Dec 14
Fundraising to keep CSMA
financially safe
Grow audience with better
communication channels
Implement new mission statement
Implement new company colors
Implement new logo
Fix current communication channels
Launch new website
Website
Facebook
Blog
Create new communication channels
Instagram
YouTube
Wikipedia
Obtain better local media coverage
Host one-day teaching seminars
Breakfast and Art event
Participate in PorchFest
Host dance competition
Implement new social media
Advertising begins

18. 18
BudgetOur PR campaign for CSMA can benefit a lot with a budget of $2,500. In order to get the most use
out these funds, we hope to strategically place money where we seem fit and be as effective as
possible. In order to revamp the CSMA website, a part-time web developer will be hired in order
to make the best user experience possible. With that, our logo, colors and print advertisements
(ie posters, and internal and external communications) will be created by us, Missile PR in-house,
and will work along with the web developers to make an aesthetically pleasing and functional
user experience. An allotted amount of the budget will go to advertising in local media channels
to spread the word of what CSMA is doing in Ithaca. Varying costs of advertising on different
media channels will play a role in how often we use which channels over the course of the year.
With TV being the most expensive media channel, we will use that limitedly and have more of an
advertising presence on radio and in newspapers (an ad in the Ithaca Times or Ithaca Journal will
cost approximately $26 to $36. The events we host will also play a role in the budget, but since
CSMA already owns the venue, most of the funds will go towards catering, and possibly paying
wages to staff. Handling social media accounts will also be under the sharp eye of Missile PR
in-house.

19. 19
About Us
Missile PR is a fast-growing public relations agency located in Ithaca, NY. Our agency seeks
to accomplish several goals for our clients. We work to influence the behavior of non-
profit companies, as well as improve and amplify their brand and reputation favorably. Missile
PR believes in the companies we work for. By collaborating as a team, Missile PR identifies
everything that needs to be done to achieve our goals. We then tackle these goals using
several different tactics and strategies to ultimately make our clients prosper. In addition, our
prestigious content experts craft appropriate content for a targeted audience segment, at the
right time, utilizing both traditional and social media. In essence, we are Missile PR, “Targeting
your Brand.”
Missile PR

20. 20
Meet The Team
Shirley Fung is a junior majoring in Integrated Marketing
Communications at Ithaca College. This is her first semester
here as she just transferred in from CUNY Baruch College.
Before coming to Ithaca, Shirley has worked at a jewelry
store, tutoring center, and senior citizen center. After two
years of studying in the city, she decided it was time for
a change of pace. Her short-term goals are to participate
in Park School’s LA program next year and to graduate on
time. After she graduates, she hopes to travel and look
for a business opportunity. Shirley wants to run her own
business and use the money to run a non-profit dedicated
toward a variety of social issues. She believes that there are
many things in the world that can be prevented such as skin
cancer from over-tanning, bullying or teen pregnancy, and
she hopes to apply all of her studies and life experiences
toward helping those in need.
Shirley Fung ’15
Matthew Adams is an Integrated Marketing Communications
major at Ithaca College. He transferred to IC from Erie
Community College in Buffalo, NY. Here at missile PR,
Adams is the numbers guy. He focuses on how to measure
and evaluate the results of campaigns, discuss timetables,
and works with the project’s budget. When he’s not helping
to “target your brand” he takes part in a few campus clubs
and organizations including the IC chapter of the American
Marketing Association.
Matthew Adams ’15

21. 21
Micaela Metz is a full-time Ithaca College student majoring
in Integrated Marketing Communications with a minor in
Communication Management and Design. Micaela is a team
player in the ever-so-exciting world of Public Relations. Her
and her team at Missile PR use their professional PR skills
to ultimately help non-profit businesses thrive to the best
of their ability. When Micaela is not tackling the PR of local
businesses, she pursuing her role as Marketing Director for
IC Big Brothers Big Sisters, working as an event coordinator
for the Public Relations Student Society of America, working
on marketing plans for HiFashion Studios at Ithaca College,
and working with her peers as a peer advisor for the Roy H.
Park School of Communications.
Micaela Metz ’16
Lizzy Rosenberg is a full-time Connecticut resident, but is
currently pursuing an Integrated Marketing Communications
degree at Ithaca College, while minoring in Writing. Though
she is new on the Public Relations scene, she seeks to
make creative and resourceful contributions to Missile PR.
Aside from brand-building and professional communication,
Lizzy is an active member of IC’s chapter of the American
Advertising Federation, Park Advenue, a team player on the
Ithaca’s women’s Ultimate Frisbee team and an avid writer
for the on-campus publication, Buzzsaw.
Lizzy Rosenberg ’16
Sabrina Knight is a sophomore Integrated Marketing
Communications with a minor in Web Programing. Although
Sabrina is new to public relations, she is excited to be working
with her team at Missile PR to represent CSMA. When
she isn’t working at Missile, Sabrina is News Editor at The
Ithacan, Ithaca College’s award-winning, student-run
newspaper. Sabrina is involved in several other organizations
acrossIthacaCollegecampus,liketheNationalResidenceHall
Honorary. Sabrina enjoys photography, designing, dancing,
gymnastics, being active and volunteering.
Sabrina Knight ’16
Meet The Team

22. 22
Appendix
Twitter

23. 23
Appendix
Instagram

24. 24
Appendix
Wikipedia

25. 25
Appendix
Press Release
Press
Release
Anonymous
Donor
Gives
CSMA
$50,000
for
Scholarship
Aid
FOR
IMMEDIATE
RELEASE
(Ithaca,
New
York,
Dec.
11,
2013)
–
An
anonymous
person
used
Chemung
Canal
Trust
Bank
as
intermediary
to
donate
$50,000
to
the
Community
School
of
Music
and
Arts
(CSMA).
The
bank
protected
the
donor’s
identity
as
requested
by
the
donor.
The
non-­‐profit
received
the
donation
in
the
form
of
a
check
in
the
mail
in
Downtown
Ithaca
on
Tuesday
Dec.
10,
2013.
An
attached
letter
instructed
that
the
money
be
used
toward
scholarship
aid.
CSMA
plans
to
divide
the
money
among
20
students,
giving
each
chosen
student
$2,500.
The
first
half
of
the
total
donation
will
be
given
out
based
on
financial
need,
and
the
second
half
will
be
distributed
in
a
competition.
Although
the
details
of
the
competition
have
not
been
released
yet,
CSMA
mentioned
that
anyone
currently
taking
a
course
at
their
school
has
the
ability
to
apply
for
the
competition.
The
school
is
excited
to
have
the
generous
gift.
“I
think
our
donor
made
a
gift
anonymously
because
it
would
reflect
better
for
the
cause,”
CSMA
Vice
President
Laura
Day
said
in
a
statement.
“The
results
would
be
best
achieved
if
the
attention
is
focused
on
what
CSMA
does
with
the
money—not
on
who
donated
how
much.
That
is
the
most
humble
thing
to
do.
We
really
appreciate
it.”
CSMA
is
right
in
the
heart
of
the
Ithaca
Commons
standing
three
stories
tall.
It
opened
in
1960
as
a
music
school
for
children
but
has
expanded
to
people
from
all
walks
of
life
learning
and
enjoying
all
kinds
of
arts.
Today
it
contains
galleries,
dance
studios,
art
studios,
a
film
studio
and
even
a
ballroom
space.
It
is
a
place
that
provides
quality
education
and
resources
to
its
community.
For
more
information
contact:
Michael
Ludgate
at
1(607)272-­‐1474
or
pr@csma-­‐
ithaca.org
###

26. 26
Appendix
Event Poster
Breakfast and Art
Every other month, enjoy breakfast while circulating through
an art gallery composed of solely students’ artwork. Monthly
themes include “Halloween,” “Christmas,” and “Valentines Day,”
Occurs every other month on the
first Friday in the CSMA art gallery.

27. 27
Appendix
1. “CSMA: 53 Years of Music and Arts In Ithaca” By Warren Greenwood. Posted: Wednesday,
August 21, 2013 12:00 am | Updated: 1:49 am, Wed Aug 28, 2013. http://www.ithaca.com/
arts_and_entertainment/csma-years-of-music-and-arts-in-ithaca/ar ticle_08d20858-09db-11e3-
8b30-001a4bcf887a.html.
2. “Faculty Show at CSMA” By Arthur Whitman. Posted: Wednesday, September 18, 2013 12:00
am | Updated: 7:53 am, Wed Sep 25, 2013. http://www.ithaca.com/arts_and_entertainment/fac-
ulty-show-at-csma/article_04eda012-2083-11e3-a57b-001a4bcf887a.html.
3. “Spoken-Word Act to Inaugurate Ithaca Underground Performance Space” By Luke Z. Fenchel.
Posted: Wednesday, July 17, 2013 12:00 am | Updated: 11:29 am, Wed Jul 31, 2013. http://www.
ithaca.com/arts_and_entertainment/spoken-word-act-to-inaugurate-ithaca-underground-perfor-
mance-space/article_72adc580-ee62-11e2-9dee-0019bb2963f4.html.
4. “Hats to Collages- Stern Finds Art Everywhere” By Katherine Clement. Posted: Wednesday,
April 10, 2013 1:52 pm. http://www.ithaca.com/news/dryden/hats-to-collages--stern-finds-art-ev-
erywhere/article_6b0e14bc-a207-11e2-b752-001a4bcf887a.html.
5. “Summer Camp Guides” From Staff Reports. Posted: Wednesday, April 10, 2013 12:00 am.
http://www.ithaca.com/family_and_health/summer_camp_guide/summer-camp-guide/article_
7f4a6a7c-c483-11e2-a054-0019bb2963f4.html.
6. “New Work By Masha Ryskin at Spencer Hill” By Arthur Whitman. Posted: Wednesday, April
3, 2013 12:00 am | Updated: 8:33 am, Wed Apr 17, 2013. http://www.ithaca.com/arts_and_
entertainment/new-work-by-masha-ryskin-at-spencer-hill/article_7da219ec-9c5e-11e2-bea6-
0019bb2963f4.html.
7. “Joni Mitchell Tribute Show at Community School” By Luke Z. Fenchel. Posted: Wednes-
day, March 6, 2013 12:00 am | Updated: 1:32 am, Sat Mar 9, 2013. http://www.ithaca.com/
arts_and_entertainment/joni-mitchell-tribute-show-at-community-school/article_0e1c-
7b8c-85dc-11e2-84d5-001a4bcf887a.html.
8. “Whitman Curates Microcosms at Community School” By Bill Chaisson. Posted: Wednes-
day, February 27, 2013 12:00 am | Updated: 3:21 pm, Fri Mar 8, 2013. http://www.itha-
ca.com/arts_and_entertainment/whitman-curates-microcosms-at-community-school/arti-
cle_1af25e48-80fb-11e2-b29c-001a4bcf887a.html.
9. “Second Annual Comedy FLOPs Comedy Fest” By Bryan VanCampen. Posted: Wednesday, Febru-
ary13,201312:00am|Updated:8:00am,SunFeb17,2013.http://www.ithaca.com/arts_and_enter-
tainment/second-annual-comedy-flops-comedy-fest/article_765b4aec-7561-11e2-abd9-001a4b-
cf887a.html.
10. “The Buffalo Comes Home For A Christmas Show” By Bryan VanCampen. Posted: Wednesday,
December 19, 2012 12:00 am | Updated: 7:55 am, Sun Dec 23, 2012. http://www.ithaca.com/
arts_and_entertainment/the-buffalo-comes-home-for-a-christmas-show/article_e414bf8e-4954-
11e2-91a8-001a4bcf887a.html.
11. “Ithaca’s community choruses and choirs welcome people of all abilities” By Warren Green-
wood. Posted: Wednesday, September 5, 2012 12:00 am. http://www.ithaca.com/special_sec-
tions/fall_arts_preview/ithaca-s-community-choruses-and-choirs-welcome-people-of-all/arti-
cle_1005a7f6-fde3-11e1-bb86-001a4bcf887a.html
12. “Paintings By Three Community School Faculty” By Arthur Whitman. Posted: Wednesday, August
1, 2012 12:00 am | Updated: 1:01 am, Sat Aug 4, 2012. http://www.ithaca.com/arts_and_entertain-
ment/paintings-by-three-community-school-faculty/article_7f537208-db4e-11e1-b7f7-001a4bc-
f887a.html.
Article Audit

28. 28
Appendix
Video Audit
http://www.youtube.com/watch?v=njyUNyRS_No
http://www.youtube.com/watch?v=zuKAoufwhtU
http://www.youtube.com/watch?v=xkpAG7_ufLk