Full Circle Home was invited to participate as a client in the Department of Strategic Communications’ Public Relations Lab “Lab17” during the 2017 Fall semester. Lab17 is a senior capstone course of the Roy H. Park School of Communications designed to operate as a real world public relations agency to enhance learning in an experiential setting.

1. A Strategic Public Relations Plan
for

2. 2
Ann-Marie Adams, CEO/Director
Lab17
Department of Strategic Communication
Roy H. Park School of Communications
Ithaca College
950 Danby Road
Ithaca, New York 14850
December 15, 2017
Full Circle Home
Katherine Kielar, Marketing Director
146 W 29th Street
9W
NY, NY 10001
RE: LAB17 Strategic Public Relations Proposal
Dear Full Circle Marketing Team,
It is my pleasure to endorse the effort by the student-run public relations agency Lab17, in assiting in developing
and implementing strategic initiatives for two product launches in conjunction with the 4th quarter holiday
and gift market for Full Circle Home LLC.
The strategic consulting experience of Lab17’s 18 staff members created a transformational learning environ-
ment for the students enrolled in this senior capstone course. It also provided each student with a rich learning
opportunity to integrate theory with practice while making real-time strategic communication decisions. Your
agreement to bring the Full Cirlce Home marketing team forward as a client in simulation ensures that these
students have the requisite knowledge and skills to enter the workforce upon graduation.
Please feel free to contact me via email at aadams4@ithaca.edu or cellular telephone at 843.321.0430 should
you need any additional information pertaining to this proposal or the work of Lab17. I will be in touch in the
next seven days via email to solicit your participation in a short survey of your “client” experience.
Thank you for placing your confidence in the professional skillsets of these remarkable young people.
Sincerely,
Ann-Marie Adams, CEO/Director
Adjunct Professor, IC PRLAB “Lab17”

3. Full Circle Home was invited to participate as a client in the department of strategic communications’ Public
Relations Lab “Lab 17” during the 2017 Fall semester. Lab17 is a senior capstone course of the Roy H. Park
School of Communications designed to operate as a real world public relations agency to enhance learning
in an experiential setting. Staff member Sarah Kessler, Director of Tech and Issues, was tasked to design,
develop and implement strategic initiatives for two product launches in conjunction with the 4th quarter
holiday and gift market for Full Circle Home LLC.
Full Circle Home is a well established company founded in 2010. Full Circle Home is a producer of well-de-
signed, functional and environmentally conscious cleaning, home and kitchen products headquartered in
New York City. Full Circle combines style, function, sustainability, and affordability to provide consumers
with reliable and transparent products.
Sarah has been specifically tasked to conduct research analysis, review, and create media pitch lists for the
product launch of Ctrl Alt Clean and a product bundle for a holiday charity campaign. Followed by tracking
and managing paid, owned, and earned placements related to the media pitch lists.
ExecutiveSummary
3

4. TableofContents
4
Situational Analysis......................................................................................................................................5
SWOT Analysis..............................................................................................................................................9
Competitor Analysis.....................................................................................................................................11
Target Audience Analysis.............................................................................................................................13
Campaign Objectives...................................................................................................................................15
Key Messages....................................................................................................................................15
Strategies &Tactics......................................................................................................................................16
Measurement & Evaluation.........................................................................................................................19
Weekly Acticity Log ....................................................................................................................................22
Estimated Fees............................................................................................................................................25
Agency.........................................................................................................................................................26
Staff Bio...........................................................................................................................................26
Appendix.....................................................................................................................................................27
Appendix A......................................................................................................................................28
Appendix B......................................................................................................................................29
Appendix C......................................................................................................................................30
Appendix D.......................................................................................................................................31
Appendix E.......................................................................................................................................33
Appendix F.......................................................................................................................................34
Appendix G......................................................................................................................................35
Appendix H......................................................................................................................................36

5. 5
Situational
Analysis

6. Full Circle Home’s (FCH) marketing team and I have a history of working together. In the
summer of 2017 I joined the FCH marketing team as a Public Relations and Marketing intern.
During the summer months I worked with several other interns, Katherine Kielar, the direc-
tor of marketing, and Uma Madan, marketing assistant. The team and I worked on creating
social media refresh strategies, various product launches, PR outreach, and assisted in prod-
uct development research. In the fall of 2017, I reached out to the FCH marketing team offer-
ing my expertise in Public Relations in order to develop earned media opportunities for two
product launches in conjunction with the holiday gift market. As the fall months continued,
my efforts narrowed, and my time was primarily distributed towards pitch creation and PR
outreach for FCH’s new product called Ctrl Alt Clean. In addition, I also assisted the team in
creating a master ‘traditional media’ publication list that can be used as an ongoing source
for continued outreach in 2018.
Mission statement
“We create beautiful and functional, stainable products so that you don’t need to choose.”
Tagline/Slogan
“Live Forward”
Company Philosophy
“Would you ever take the time to really think about your dish brush? How it works, how long
it lasts, how it’s designed to keep things mess-free at your sink and still be stunning to look
at? Probably not… but we have!”
6

7. About Full Circle Home
In 2010 four friends were all sitting around a table at Thanksgiving when they realized they had
one cohesive vision - to totally transform the way people think about the products they use
every day. Full Circle Home believes that products shouldn’t just be functional, pretty, or envi-
ronmentally aware, but instead they should be all three.
The complete Full Circle lineup of forward-thinking home items is made from sustainable,
innovative and renewable resources including bamboo, organic cotton, cellulose, Bonterra and
other plant-based substances. The name Full Circle comes from the philosophy that a prod-
uct’s life cycle should be cyclical, meaning products should be made from materials that come
from the earth to ensure a long, functional life. Since its founding, Full Circle has continued to
unveil the most innovative, health conscious and unique products for the home to consumers
nationwide. The company is a Certified B Corporation and is dedicated to sourcing all materials
and manufacturing practices for superior performance.
In 2017, Full Circle Home acquired Soma Water, a line of beautifully designed hydration prod-
ucts. This new cohesive relationship brings together two like-minded brands to share practices
as certified B-corporation companies with overlapping audiences and philosophies.
Staffing
Full Circle Home has five different teams working at the headquarters in NYC which includes
sales, operations, customer service, product development, and marketing. The executive
team consists of four individuals Matthew David (Operations Director), Heather Kauffman
(Co-Founder & Product Development Director), Tal Chitayat (Co-Founder & CEO) and Kather-
ine Kielar (Marketing Director). Full Circle has an additional team of product development and
production individuals working overseas in China.
Website & Social Media
Full Circle has a very well developed website, which features all of the company’s products.
Many of the company’s sales are done through the website https://fullcirclehome.com. The
website also features fun and creative seasonal blog posts. Full Circle Home is present on
many social media platforms including Instagram, Pinterest, Twitter, and Facebook. Full Cir-
cle’s Instagram account is the company’s most popular social platform, and has 10.7k follow-
ers.
7

8. Products
Ctrl Alt Clean - Ctrl Alt Clean is the product associated with much of PR strategies and
tactics I was tasked to implement. The Ctrl Alt Clean is a 3-in-1 electronics cleaning tool. It is
a convenient and sustainably made tool to keep consumer’s electronic devices in top shape.
The soft brush tip can be used to sweep away any keyboard gunk, the detail nib gets into
those tricky edges, and the machine washable microfiber cloth can be used to wipe down any
sized screen. Ctrl Alt Clean is made out of sustainably friendly, non-toxic materials like bam-
boo and recycled plastic. The ergonomic handle is specifically designed for maximum com-
fort and ease (See APPENDIX A).
Full Circle sells products in six different product categories:
• Clean - The cleaning category consist of products for the bathroom, home and kitchen
like sponges, brushes, dusters, scrubbing devices, brooms, and mops. Full Circle makes
durable cleaning tools that also look beautiful in customers’ homes.
• Dry - The dry category consists of products for the home like tea towels, dish cloths, dust-
ers, and magnetic towels. Full Circle’s dry collection is aimed to convert consumers from
paper towel users to users of reusable products like dish towels, which creates less paper
waste in the effort to be environmentally friendlier.
• Hydrate - Full Circle makes a large variety of hydration products such as travel water
bottles, travel coffee brewers, fruit and vegetable water infusers, and loose tea brewers.
Full Circle uses glass as the primary material for the hydration line so that customers can
consume beverages in beautiful glass without the unpleasant aftertaste of plastic chemi-
cals. Full Circle’s sister brand, Soma Water also creates beautiful hydration products.
• Compost - Many people think that composting is messy, difficult, and gross, Full Circle
wanted to change that by creating in-home composters that will not only look great on
your kitchen counter but will help to be more sustainable on a day to day basis. Full Cir-
cle has three different kinds of countertop compost collectors that are sold with scented
compostable waste bags. Full Circle believes that composting doesn’t need to start in the
backyard, instead anyone can do it from their kitchen.
• Keep - Full Circle’s ‘keep’ category consists of reusable plastic baggies in a variety of sizes
and designs, and sink caddies that can be used to store kitchen cleaning products. This
line is aimed to keep the house tidy and organized.
• Cook - One of Full Circle’s sister companies is called Creo, which creates beautiful bowls
and baking dishes that come in a variety of sizes, colors, and designs.
8

9. 9
SWOT
Analysis

10. 10
This SWOT analysis was specifically conducted for the Full Circle Home’s new electronics cleaning product,
Ctrl Alt Clean, which launched in November in conjunction with the 2017 holiday gift market.
Weakness:
• Priced higher than the leading com-
petition at $9.99
• Consumers may think they do not
need this tool
Threats:
• Competing companies or cheaper
options:
• OXO Good Grips Electronics Cleaning
Brush $4.99
• Basic microfiber cloths for screen
cleaning
• Compressed air cans for keyboard
cleaning
Strengths:
• Unique product
• A 3-in-1 cleaning tool - detail nib, soft
brush, machine washable microfiber
screen cleaner
• Ideal product for cleaning a variety of
electronics such as: phones, key-
boards, cameras, computer screens,
and more
• Large market for this product - Ctrl
Alt Clean can be used by anyone who
owns electronics, even a cell phone
• Aesthetically pleasing - neutral colors
intended to match with any desk or
home decor
Opportunities:
• Positioning the product in the mar-
ket as a completely unique product
because it is a 3-in-1 product
• Positioning the product launch as
the perfect gift or stocking stuffer for
anyone who loves or even owns tech
products

11. 11
Competitor
Analysis

12. OXO
OXO is a brand that sells home and cleaning products for product categories like cooking & baking, hydra-
tion, storage & organization, and cleaning & laundry. OXO aims to create products that are comfortable and
easy to use for every consumer. OXO does sell a very similar product to Ctrl Alt Clean, it is called the “Good
Grips Electronics Cleaning Brush” (See APPENDIX B). The product is a two-in-one cleaning tool that is sized
for convenience. OXO sells many other products that are comparable to Full Circle Home products. OXO
does not emphasize product sustainability like FCH does, however, OXO products are sold in very similar
retailers as FCH products.
Casabella
Casabella is a company that sells cleaning tools inspired by Italian cleaning products. The company aims
to design stylish and functional products for the home. Casabella sells products similar to FCH including
brooms, mops, caddies, sponges, brushes, and kitchen & bathroom tools. However, unlike FCH, Casabella
does not sell any hydration products like pitchers, water bottles, or infusers.
Bodum
Bodum Inc., is a tableware and kitchenware company founded in Copenhagen, Denmark. Bodum’s motto
is, “Good design doesn’t have to be expensive.” Bodum creates many products which are comparable to Full
Circle Home products. Bodum is most well known for their coffee products and accessories which include:
coffee makers, grinders, cups, and mugs, along with other appliances like milk frothers and water kettles. In
the summer of 2017 Full Circle Home launched Brumi, a pour over hot and cold brew coffee bottle, designed
for home and travel use. Since FCH launched Brumi, Bodum has been identified as one of the company’s
biggest competitors. Bodum also creates other products for the home including: cookware, cutlery, storage,
and grilling products.
Bkr
Bkr is a competing brand for Full Circle Home and Soma Water in the water bottle category. Like Soma Wa-
ter, Bkr sells high end glass water bottles with silicone sleeves. Both companies sell their products in similar
retailers like Bloomingdales and yoga stores. Bkr also promotes the use of reusable glass bottles for health,
beauty, and sustainability purposes.
12

13. 13
Target Audience
Analysis

14. Full Circle Home - Young Adult Women
Full Circle Home’s primary target audience is women ages 25-45 years old. This group consists
of young females who work a full time job, are mothers, or do both - the working mom. The
Full Circle marketing team created a muse to represent this target audience, her name is Han-
nah. Below is some more demographic and psychographic information about Hannah:
• 27 year old female living in Brooklyn, NY
• Works a full time job in a mid-level career, making around $60,000/YR
• Independent and creative
• Interested in buying natural and sustainable products from brands that “do good”
• Values accessibility and convenience
• Uses her friends as a source of motivation
• Her home is important to her, she prefers to keep her home clean and tidy
• She eats healthy and brings lunch to work two or three times a week
• Loves to attend workout classes
• Actively uses social media platforms
Ctrl Alt Clean - Men and Women Electronic Users
The Target audience for the specific product Ctrl Alt Clean is a bit broader than Full Circle
Home’s (product wide) primary target audience. This product is extremely versatile and can be
useful for any consumer that owns any electronics at all - even a just a cell phone. The Ctrl Alt
Clean is perfect for anyone who likes to keep their things tidy and mess free. As consumers, our
electronic products collect much more gunk than we would ever think, so this product can be
positioned to a much larger audience. The Ctrl Alt Clean’s target audience includes young adult
females, however, men are also included into this target group.
Men are an important segment to include because Ctrl Alt Clean is a tech, home and/or elec-
tronics product. These product categories are strongly associated with men’s online and print
publications. When it comes to pitching and creating media lists for outreach for Ctrl Alt Clean,
many of the outlets that were selected consisted of mens consumer and technology outlets
(i.e. Wired Magazine, Bloomberg, INC Magazine, Buzzfeed, and Men’s Health). Because Ctrl Alt
Clean is a versatile product that can also be considered a ‘home’ product, outreach to consumer
magazines that appeal to females was also important (i.e. PopSugar Tech, Refinery29, Vanity
Fair).
14

15. CampaignObjectives
Objective
Provide strategic public relations consulting for seven weeks to Full Circle Brands LLC
and provide guidance and support in the following area:
• Assist in the design, development, and implementation of product launches asso-
ciated with the 4th quarter holiday and gift market.
15
KeyMessages
The key messages that are associated with the launch of the electronics cleaning product,
Ctrl Alt Clean, are as follows:
1. The 3-in-1 electronics cleaner is a conveniently sized device created to service all of
your technology products.
2. The Ctrl Alt Clean is a technology product that can be consumed and used by anyone
that owns electronics.

16. 16
Strategies&
Tactics

17. Strategy:
Developing earned opportunities for Full Circle Home.
Tactics:
Media Lists - A master media list was exported from Cision containing over 2,000 media con-
tacts that align with the consumer tech product, Ctrl Alt Clean. The media list covers a variety
publications that produce content about tech and consumer related products. The spread-
sheet was separated based on medium - print or digital. Each medium was then organized by
descending unique monthly visitor (UMV) number or circulation number, in order to prioritize
which publications would be most worth reaching out to. The master media list proves to be a
useful public relations tool to refer to when creating a pitch that needs to be distributed to the
correct audience in order to promote the new product effectively.
Pitch Creation - A quick pitch was created with the intent on sending it out to the contacts
on the master media list. The pitch for Ctrl Alt Clean is concise, easy to read, approachable in
tone, includes a detailed product description, and is angled to be a perfect gift to purchase this
holiday season (See APPENDIX C).
HARO - Help A Reporter Out is a tool offered through Cision that provides journalists with a
database of sources for upcoming stories and creates daily opportunities for sources to secure
valuable media coverage. About 50-80 opportunities are available three times each day for
sources like Full Circle Home to sort through and respond if applicable. I was tasked to period-
ically check HARO for opportunities that would align with the Ctrl Alt Clean product launch
along with any other Full Circle Home products. During the months of October through De-
cember the majority of the applicable opportunities for Full Circle products were in conjunc-
tion with publications’ 2017 holiday gift guides (See APPENDIX D).
Press Release Assistance - I assisted in the proofing and editing of a press release regarding the
Full Circle Home acquisition of Soma Water. This press release describes a brief history of both
brands and explains why the accusation between works so seamlessly (See APPENDIX E). I also
sent the Ctrl Alt Clean press release to publications upon request (See APPENDIX F).
17

18. Blog Post Creation - I worked on the creation of a blog post that can be used as a feature edi-
torial on the Full Circle Home website once Ctrl Alt Clean launches online. This blog post takes
on a fun and relatable tonality in order to appeal to any consumer that is interested in keeping
their electronic products clean. This blog post was also angled as the perfect holiday gift for
anyone who loves their tech (See APPENDIX G).
Vetting paid opportunities - Many of the responses the team received regarding the Ctrl Alt
Clean quick pitch, consisted of publications asking our team for money in return for them
mentioning the product or posting a featured product review. Each publication that was pre-
senting a paid opportunity sent over prices or an attached press kit, which I had to review for
consideration. Because our main strategy is to create eared opportunities, the Full Circle team
was not willing to spend any money on outlets with less than 100k followers or UMV.
18

19. 19
Measurement
&Evaluation

20. Media Lists - Measuring the effectiveness of a media list is important. The Ctrl Alt Clean pitch
was sent to approximately 1000 contacts from the master media list. These contacts included
technology and consumer print and online publications. In order to measure the effectiveness
of the media list the following questions need to be asked:
• How many email addresses were inaccurate causing the email to bounce?
• Email addresses are either inaccurate, outdated, or there was some type of human error.
• There were about 100 emails that bounced. Of those, do we either replace those contacts
on the media list, delete them off of the media list, or contact the publication to find the
correct email address?
Ctrl Alt Clean Pitch - The effectiveness of the Ctrl Alt Clean pitch can be measured quantita-
tively and qualitatively.
Quantitative: How many people responded?
• Around 25 people responded to the pitch.
Qualitative: Were there any reflective comments regarding the pitch?
Examples of reflective comments I received:
• “Definitely an interesting looking product that I think will appeal to our readers.”
• “Thanks for contacting me! It sounds like a great promotion.”
• “This product sounds amazing and I’d be thrilled to share with my audience.”
HARO - Like the Ctrl Alt Clean pitch, pitches through HARO can be measured the same way,
quantitatively and qualitatively.
• Quantitative: How many pitches were sent?
• Quantitative: How many people responded?
• Qualitative: Were there any reflective comments regarding the pitch?
Press Release - In order see how effective a press release is, it will be important to track the
following things:
• How many outlets was the release featured on? And where?
• How many impressions did the release get?
• How many publications picked up the release?
20

21. 21
Blog Post - Blog posts are a great way to interact with Full Circle customers on social media
and the company website. Once a blog post is published on the website, there are a few things
that can be tracked:
• Analytics: Shares, comments, and views.
• Product purchases that came from consumers who read the blog post, can be tracked by
including a clickable link to the product’s landing page.
Vetting Paid Opportunities - We received many responses regarding the Ctrl Alt Clean pitch in
which respondents were asking for money or samples in return for a mention or feature. Of
the 1000 pitches sent out, around 20 of these outlets were requesting money. Our team was
not willing to pay for posts from outlets that had under 100k followers or UMV.
The following information was taken into consideration during the vetting of paid opportuni-
ties: followers count, unique monthly visitors of site, website overall aesthetic, relevance to the
product, whether it would be a favorable review or not, and if the price was reasonable.
Price:
• Expensive - Ex. “$650 to be featured in one exclusive newsletter.”
• Moderate - Ex. “A written 300-500 word post for $175”
• Cheap or just a sample - Ex. “If you are interested in being reviewed on our website please
send me a sample.”

22. WeeklyActivity
Log/Timeline
22

23. Week One:
September 17, 2017 - I reached out to the Full Circle Home marketing team offering my assistance and Public
Relations expertise for the fall 2017 semester for my senior capstone course, PR Lab.
September 18, 2017 - The marketing team accepted my offer and I began to draft a contract.
Week two:
October 23, 2017 - Katherine, marketing director, sent me a detailed list of the various marketing efforts that
were taking place in the remainder of 2017. This note specified activities that I would be able to assist in:
• Ongoing PR outreach (HARO)
• Assisting in the launch of Ctrl Alt Clean
• Assisting in the launch of a holiday campaign
• Assisting in the editing of press releases
October 26, 2017 - The contract I created was signed.
• Weekly calls for Mondays at 3:30pm were arranged.
October 27, 2017 - Delivered my first assignment, which was to vet a paid opportunity in conjunction with the
Ctrl Alt Clean launch.
• The opportunity consisted of receiving a list of 20 top tech influencers’ contacts, along with a mailing to the
reporters, and an inclusion in a press release on PRNewsWire for the price of $849.
• To complete this task I researched all 20 influencers and created a comprehensible spreadsheet that includ-
ed important information like links, unique monthly visitors (UVM), and detailed information about each
influencer.
Week three:
October 30, 2017 - Received the master media list for Ctrl Alt Clean that includes over 2,000 media contacts.
• Continually worked on editing and organizing the Ctrl Alt Clean media list
• Created different sheets on the excel file that were categorized by medium (online or print) and ordered the
contacts in descending order according to UMV or circulation number.
Ongoing: Sorted through HARO queries, which are sent to my company email address three times a day, keep-
ing an eye out for queries that would allow me to pitch Ctrl Alt Clean or other FCH products.
Week four:
November 6 - 10, 2017 - Continued to work on editing and organizing the master media list for Ctrl Alt Clean.
23

24. Week five:
November 13, 2017 - Assisted in crafting, editing, and finalizing the proposed Ctrl Alt Clean quick pitch, that
would be sent to the selected outlets and contacts from the Ctrl Alt Clean media list (See APPENDIX C).
November 13, 2017 - Reached out to various editors from print and digital publications requesting a copy of
their current and 2018 editorial calendars. Useful for the marketing team to refer to for planning public rela-
tions outreach for 2018.
November 15, 2017 - The quick pitch was sent out to approximately 1000 contacts from the media list and I
was tasked to manage all responses from this date and on.
November 16, 2017 - Tasked to vet all paid opportunities. My inbox began to fill up with responses from the
Ctrl Alt Clean pitch, however, many of the outlets were requesting payment in return for a mention or feature.
Week six:
All week - Continued to vet paid opportunities. This involved researching each outlet that was requesting pay-
ment in order to consider if it would be worth it for the FCH team to work with these outlets.
• Used the following information for consideration: followers count, unique monthly visitors of site, website
overall aesthetic, relevance to the product, whether it would be a favorable review or not, and if the price
was reasonable.
All week - Sent samples to different outlets that were requesting a product sample to review the Ctrl Alt Clean
at no cost.
All week - Continued to respond to emails regarding the Ctrl Alt Clean pitch.
Week seven:
November 21, 2017 - Spent the day in New York City at the Full Circle Home headquarters while I was home for
thanksgiving break.
• Continued with HARO outreach
• Assisted in the proofing and editing of a press release regarding the Full Circle Home acquisition of Soma
Water (See APPENDIX E).
• Created a blog post for the introduction of Ctrl Alt Clean (See APPENDIX G).
Week eight:
Week of November 27, 2017 - This week I worked on compiling a master list of traditional print publications for
both Full Circle Home and Soma. These lists included publications that align with the brand’s identity and the
FCH muse (See APPENDIX H).
24

25. EstimatedFees
25
Lab17 Strategic Public Relations Plan
Lab 17 Agency Fees:
I did the following activities during these hours:
• Implementaion of clients proposed tactics (See weekly activity log)
The writing of the previous sections of the paper included:
• Analysis & Research
-Situational Analysis
-SWOT Analysis
• Developed & Designed
-Objective
-Target Audiences
-Strategies & Tactics
• Implement & Evaluate
-Strategies & Tactics

26. AbouttheAgencyLab17 is not your average public relations firm. We are students, young professionals, and
above all - a team.
Working out of Ithaca College’s Roy H. Park School of Communications, we are a senior cap-
stone agency. Our employees double as full-time Integrated Marketing Communications
students, so we are all the more ready for the hustle of the often unpredictable agency world.
Though we may all be studying the same subject, we are by no means a one trick pony show.
Embracing our wide array of skill sets, we are working with clients from across the Northeast
to strategically grow their businesses, and shape their brands.
After four years of strategic communications experience, both from the outstanding faculty
of the Roy H. Park School of Communications and from individual internship experiences, the
staff of Lab17 are ready to work with a multitude of clients from different fields and properly
prepare ourselves for the “real world”.
26
StaffBio
SarahKessler
DirectorofTech&Issues
SarahisaseniorIntegratedMarketingCommunicationsmajoranda
LegalStudiesminoratIthacaCollege.OutsideoftheLab17Agencyand
classroom,Sarahlovestospendtimewithherfriends,goonhikes,and
discovernewmusic.Inthefuture,Sarahhopestotakeherexperience
fromherinternshipsandIMCcoursestoworkinthemarketingworld,
eitherinpublicrelationsorproductdevelopment.Sarahwoulddescribe
herselfasfriendly,outgoing,andalwaysopentonewadventuresand
funexperiences.
“Lifeisshort,planttrees”-Sarah’sgrandfather

27. Appendix
27

28. APPENDIX A: Ctrl Alt Clean Call Sheet
28

29. 29
APPENDIX B: OXO Good Grips Electronics Cleaning Brush

30. 30
APPENDIX C: Ctrl Alt Clean Quick Pitch
Hi _________ ,
Just in time for Black Friday, Full Circle Home is launching the Ctrl Alt Clean 3-in-1 electronics
cleaner; a convenient, sustainably made tool to keep all of your electronic devices in top shape.
The intentional design focuses on simplicity, and function, meaning the stylish tool will aes-
thetically integrate into your desk décor, and the ergonomic handle ensures maximum comfort
and ease during use. Better yet, the tool is also made with sustainable materials such as bam-
boo, recycled plastic and reusable washable microfiber
Functional features:
• Detail nib - The detail nib gets between your phone and the case, where all the makeup +
sweat lurks, to really get the gunk out
• Soft-bristled keyboard brush - The brush will sweep away those crumbs stuck between the
keys on the keyboard
• Machine-washable microfiber screen cloth - The perfect size for any screens – from phones
to large monitors
We don’t even want to think about how much yuck our fave tech products attract. Luckily this
3-in-1 solution will keep them as clean as the day you unboxed them.
I would love to send you more info, and hi res images for any upcoming inclusion opportunities!
Looking forward to hearing back,
Sarah

31. 31
APPENDIX D: HARO Pitch Example
Dear _______ ,
Full Circle Brands has some great gifts in mind for any grownup in the family.
CTRL ALT CLEAN is the perfect product for aunts or uncles that love their tech, and the clean freak in anyone,
really. A handy 3-in-1 solution to cleaning all of your electronics, use the soft brush tip to sweep away keyboard
gunk, the crevice tool for tricky edges, and the machine washable microfiber cloth as the ultimate ‘screensaver’.
The CTRL ALT CLEAN will help to clean out every nook and cranny of your most beloved tech tools…
we don’t even want to think about how much yuck your favorite tech products attract.
- CTRL ALT CLEAN is made of bamboo, recycled plastic, nylon, and microfiber cloth.
- Available in gray
- MSRP $9.99
Brumi is a pour over hot and cold brew coffee bottle, which allows you to quickly and simply brew your own
coffee from anywhere and take it with you everywhere. The Brumi is the perfect gift for anyone who drinks
coffee, whether they are a coffee connoisseur or just enjoy a good pick-me-up. The home and travel coffee
brewer is made of double-walled borosilicate glass keeps your coffee hot, not your hands. Brumi’s sleek design
and leak-proof lid allows you to make coffee your way and take it with you on the go.
- Brumi has a patent-pending double filter that brews a cleaner, more balanced cup and extracts more flavor
- Brumi is available in black & white (Full Circle Home), blush & navy (Amazon.com) and gray (Target)
- Brews 10oz holds 12oz
- MSRP $36.99

32. 32
Soma designs beautiful, sustainable products to hydrate the world. The shapely carafe filter is made of borosil-
icate glass and will add some sparkle to any dinner table, the pitchers are the perfect way to stay healthy and
hydrated day in day out, from fridge to desk to dinner table, and the glass water bottles will accompany both
you and your outfit in any occasion.
- The Soma Glass Pitchers, Carafes, and water bottles are all made from BPA-free borosilicate glass
- The water bottle comes with a soft silicone sleeve , and natural bamboo lib. Available in white, gray, mint,
eggplant, olive, and blush
- MSRP of the bottle $30, MSRP of the carafe $49, MSRP of the pitcher $29-$39 (6 cup/10 cup)
Let me know if you need any hi res images, samples or more information!
Thanks,
Sarah

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APPENDIX E: Soma Water Acquisition Press Release

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APPENDIX F: Ctrl Alt Clean Press Release

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APPENDIX G: Ctrl Alt Clean Blog Post
Sorry that we have to be the ones to tell you this, but the average smartphone has
over 11,000 germs per square inch. Yep, your electronics collect more gunk and germs
than you would ever expect. It’s time to start taking better care of those tech products
you use every single day. Full Circle Home has just launched Ctrl Alt Clean, a 3-in-1 clean-
ing solution that will keep your beloved tech products as clean as the day you unboxed
them.
Ctrl Alt Clean has three tools in one to keep things shiny and new. Use the soft
brush tip to sweep away any keyboard gunk, the detail nib for those tricky edges, and the
machine washable microfiber cloth as the ultimate ‘screensaver’. Ctrl Alt Clean is made
out of sustainably friendly, non-toxic materials like bamboo and recycled plastic. The
ergonomic handle is specifically designed with you in mind for maximum comfort and
ease.
The stylish little tool will also slip discreetly into your desktop décor, keeping min-
imalists minimal and ensuring no clashes with those who prefer colors! Ctrl Alt Clean
is perfect for gift for any of your friends or family – from the cell phone user to the tech
head. We created Ctrl Alt Clean so you can clean out every nook and cranny of your fa-
vorite tech products without thinking about how much yuck they actually attract.

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APPENDIX H: Traditional Print Publications
Full Circle Home
Soma Water