This document provides recommendations for public relations activities and future strategies for Life's So Sweet Chocolates. It includes sections on branding, logo design, business cards, packaging, website, social media, events, and promotions. The goal is to raise awareness of the brand and bring recognition to the Ithaca community. Creative works and future recommendations are intended to help the company grow. Working with Life's So Sweet Chocolates has provided an opportunity to understand the brand's needs and desires through research and meetings with the owner.

1. Public Relations Activites and
Future Reccommendations
CHOCOLATES

2. Page 1
Shey Aponte
saponte1@ithaca.edu
Julia Balsam
jbalsam1@ithaca.edu
Taryn Briskin
tbriski1@ithaca.edu
Emily Bucknall
ebuckna1@ithaca.edu
Sarah Handler
shandle1@ithaca.edu

3. Page 2
Executive Summary 3
Branding Overview 4
Strategy and Typography 5
Color Palette 6
Logo 7
Business Card 8
Rack Card 9
Packaging 11
Window Decals 13
Stickers 14
Website 15
Future Recommendations 18
Measurement and Evaluation 19
Social MeSocial Media Overview 20
Strategy 21
Instagram Goals 22
Social Media Photos 23
Instagram Recommendations 24
Instagram Measurement and Evaluation 25
Facebook Recommendations 26
Food Holidays 27
Event Overview 29
Event Option 1: Valentine’s Day “Follow the Hearts” 30
Event Option 2: Pokemon Easter Hunt in Press Bay Alley 32
Event Option 3: Chocolate Movie Night at Cinemapolis 35
Promotions Overview 38
Midterms and Finals 39
Zoomer 40
Grub Hub 41
Valentine’s Day 42
Easter 43
Mother’s Day 44
Wine and Chocolate Pairings 45
Six Mile Creek Pairing 46
Hazlitt Pairing 47
Standing Stone Pairings 48
Future Recommendations 49
Appendix 51

4. Page 3
Life’s So Sweet Chocolates, was first opened in Trumansburg, New York
in 2008. Owner, Darlynne Overbaugh has been churning out chocolates
and other confections since she was eight years old along with her
mother, Darlynne Sr. Darlynne and her mother began making sweets as
gifts for friends and family members until 2007 when Darlynne’s
husband, suggested she start a business using all her skills and recipes.
With the birth of the Trumansburg business, Life’s So Sweet
Chocolates has been incChocolates has been incredibly successful with their hand crafted, fair
trade chocolates and other confections such as fudge and retro candies.
In 2012, Life’s So Sweet was the winner of the Downtown Ithaca
Alliances’ Race for Space competition and thus, expanding the business
to Ithaca, NY in the community favorite, Press Bay Alley.
Today, Ithaca is the home to the only Life’s So Sweet Chocolate
localocation and Darlynne and her employees continue to produce hand
crafted chocolate among other delicious confections. Darlynne has also
been host to the uber popular community favorite, Wizarding Weekend,
which is an Ithaca event inspired solely by Harry Potter.
The goal of our campaign is to raise awaThe goal of our campaign is to raise awareness about the Life’s So
Sweet Chocolates brand and construe ways to bring recognition to the
Ithaca community. We have come up with solutions both internally and
externally that provide Life’s So Sweet Chocolates with opportunities to
appeal to their customers. Through research and meetings with
Darlynne, we have come to understand and pinpoint the needs and
desires of the brand, as a whole.
It has been a pleasuIt has been a pleasure working with Darlynne Overbaugh and the whole
Life’s So Sweet Chocolates brand. We thank you for working so closely
with us over the course of 4 months. Working with Life’s So Sweet has
been an opportunistic experience and we hope our creative work and
future recommendations will be utilized for the company in the future.

5. Page 4
An Overview
Typography and Color Palette
Logo
Business Card
Rack Card
Packaging
Window Decals
SticStickers
Website and Blog
The current branding strategy of Life’s So Sweet Chocolates needs to
be updated to reflect the growth and expansion that has occured over
the years. Additionally, a new brand identity will help take Life’s So
Sweet Chocolates into the next stages of their business model.
The new brand strategy will include:

6. Page 5
Strategy
Typography
After collectively reviewing the current branding of Life’s So Sweet
Chocolates, our team created a new brand identity that we believe
will foster deeper personal connections and feelings of nostalgia for
customers. The brand identity that we have created seeks to create a
fun and unique environment where customers are able to make lasting
memories that will hopefully encourage repeat visits to the store. We
hope that this new brand identity will take Life’s So Sweet into the
next phase and incnext phase and increase the stores overall brand awareness.
The font Birds of Paradise will be used in the Logo for Life’s So Sweet
as well as for all headlines and important textual elements on
promotional materials.
The font DIN Alternate Bold will be used in the Logo for CHOCOLATES and for
subheads on all promotional materials.
DIN Alternate Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789,.?!/*
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
123456789,.?!/*
Antipasto Regular
The font Antipasto Regular will be used on all body text for the website and
promotional materials.

7. HEX#: fd952e
HSB: 30 82% 99%
RGB: 253 149 46
LAB: 72 32 80
CMYK: 0% 48% 100% 0%
Orange
HEX#: f2e4bc
HSB: 44 22% 95%
RGB: 242 228 188
LAB: 91 -1 24
CMYK: 5% 7% 32% 0%
Tan
HEX#: 76422d
HSB: 17 62% 46%
RGB: 118 66 45
LAB: 34 20 25
CMYK: 37% 71% 86% 38%
Light Brown
HEX#: 462214
HSB: 17 71% 27%
RGB: 70 34 20
LAB: 18 15 19
CMYK: 46% 75% 83% 67%
Dark Brown
Page 6
Incorporating chocolate tones and Darylnne’s love of butterfly’s led
to the creation of this color palette. This color palette pairs well with
the typography to create a fun and youthful atmosphere. The unity
between the bright colors of the monarch and the dark chocolate
tones that make up the truffles create a balance between the two
graphic elements. The dark brown will be used for headlines and
important textual elements. The light brown and orange will be used
as accent colors wias accent colors with the tan being used as a background color. For
all body copy dark brown or black text will be used.

8. Page 7
In the logo, Life’s So Sweet should always be written in Bird’s of
Paradise. Chocolates should always be in uppercase in Din Alternative
Bold. Life’s So Sweet CHOCOLATES should be written in the dark
brown that was described in the color palette section.

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A traditional business card is a necessity for any business. The
business card that we have created for Life’s So Sweet doubles as a
business card and a coupon. A circular business card will set Life’s So
Sweet Chocolates apart from the competition and play into the
allusion of the hand made fair trade chocolate truffles that the store
prides themselves on. The top of the business card will have a
perforated edge so that customers can detach the top of the card and
useuse the coupon. This way customers can keep the bottom of the card
that has the stores information.
Business Cards can be purchased through Jakprints.
Size Dimensions: 3”
Product Description: circular, matte printing
Total Cost: $80.00 for 500
Front: Back:

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Rack cards are an important way to reach tourists and encourage
visits to the store. The rack card has an oval extension that features a
coupon that customers can detach from the card. Similar to the
business card, the idea is to encourage customers to use the coupon
but keep the card which has information about the store. This rack
card will be placed in the Ithaca Visitors Center, various hotels and
wineries, and other tourist locations throughout Ithaca and
sursurrounding area.
The front of the rack card features highlights of some of the products
that are offered. The back of the rack card features the store’s
contact information. By featuring a sample of the stores product
offering it will show customers what is offered and potentially entice
them to come to the store. We have chosen to use illustrated
chocolates on the card to not only pair with the illustrated truffles
that are in the logo but also because the store does not currently
have photographyhave photography that showcases the products that are offered.Please
see future recommendations for more information on photography.

11. Page 10
Rack Cards can be purchased through Next Day Flyers.
Size Dimensions: Custom
Total Cost: $100.32 for 500
Front: Back:

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For product packaging, we have decided to implement a cost effective
strategy. Additionally, all packaging should be consistent across all
products creating a sense of unity throughout. This will help increase
brand awareness and make it easier to identify the products as
coming from Life’s So Sweet once they are outside the store. We are
suggesting the following regarding packaging options:
Truffle Boxes:
PPackaged Candy- Bags
Packaged Candy- Boxes
We would like to continue using the varying sized white boxes.
However, we would like to feature a small circular sticker label to the
top of each box and add a custom satin ribbon with Life’s So Sweet
written on it (following the color and typography guidelines that were
previously mentioned). Additionally, truffle boxes should always be
handed to the customer in a small/medium brown bag featuring a
sticker that has the stores logo on it so that it is easy to carry.
Types of Candies: Gummies, Dragon Scales, Malt Balls
For canFor candies that are made in store clear bags that show the product
with a solid white top should always be used. On the front of the bag,
a small product label that features the logo and the name of the
product should be applied to the center on the bag. On the back, a
sticker featuring the ingredients and nutritional information should
always be used.
Types of Candies: Chocolate Barks and Bars, Chocolate Covered
Graham Crackers
Candies that are easily broken should always be packaged in boxes.
Similar to truffle boxes, the packaging should start with a white box
that features a circular sticker label on the front and the nutritional
sticker on the back.

13. Page 12
Ribbon can be purchased through Mod-Pac.
Size Dimensions: 300 ft.
Product Description: personalized, satin
Total Cost: $25.00 for 300 ft.
Small circular label stickers can be purchased through Vistaprint.
Size Dimensions: 1.5”x1.5”
PProduct Description: circular, matte
Total Cost: $28.80 for 240

14. Page 13
Window decals will feature the stores hours of operation. This is a
necessity for businesses as it shows when the store is open. They will
feature a simplistic design with the logo at the top and the hours
below. With these window decals we do not want to distract from the
window displays or other store displays that can be seen through the
window. We merely want them to add to the customer experience and
make it as seamless as possible.
Window Decals can be puWindow Decals can be purchased through Vistaprint.
Size Dimensions: 12”x18”
Product Description: verticle, clear printing (inside glass)
Total Cost: $28.00 for 2

15. Page 14
Stickers are a great way to expand the stores reach and exposure
among potential customers. Stickers could be given away for free,
be sold for $0.99, or included for free on purchases of $20.00 or
more. Stickers are a great promotional tool as people can apply them
to water bottles, laptops, notebooks or binders, and many other
things. It is important to note that this sticker will not require die
cutting as there is a white circle that encompasses the butterfly and
thethe three truffles.
Stickers can be purchased through Vistaprint.
Size Dimensions: 3”x 3”
Product Description: circular, matte printing
Total Cost: $27.99 for 120

16. Page 15
Life’s So Sweet Chocolates seeks to create a fun, family friendly and
inviting atmosphere for both customers and employers and the
website should reflect this. Often times, a website is the first point
of contact a customer has with a brand. When they are deciding if
they would like to visit the store or not, the website may be a
deciding factor. The current website needs a fresh face that will
reflect a more modern and inviting atmosphere. Additionally, more
and moand more users are relying on mobile devices to view webpages. The
website should be 100% compatible with all types of mobile devices.
1. Add store information into the header box (address, hours, social
media etc.)
2. In the rotating image box give users the options to manually change
images and pause if necessary
3. Font and color scheme should be reflective of the new logo
(following the guidelines that were previously described)
4. Add a search bar to the top right corner
5.5. Make the Ithaca to Go button more prominent and easier for users
to find
6. Create subpages under the various headers to organize the
information in a clear, easy to navigate manner
7. The current design does not reflect the atmosphere of the store and
should be updated. The outdated design may turn some customers
away
8.8. Create a blog page within the website that features:
a. Product of the week
b. Recipes
c. New product announcements
9. Page sections should be as followed in this order
a. Home
b. Products
c.c. Events
d. About Us
e. Contact Us
f. Blog
10. New photography needs to be done to improve the overall quality
of the images and design of the pages
Improvements to Current Site:

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Website Strategy
The current website for Life’s So Sweet Chocolates is difficult to
navigate with content and design elements that needs to be updated.
This site does not accurately reflect the brand and the overall image
that the store wishes to portray. The store is bright, open, and
welcoming and the website should reflect these positive features.
ForFor the new website, we are suggesting using the platform Wix. Wix
will allow Life’s So Sweet Chocolates to create a site that is user
friendly, up to date, and most importantly highlight the hand made
products and the various events that Life’s So Sweet prides
themselves on. A contemporary and well maintained website will help
push Life’s So Sweet to the forefront of the competition and open the
doors to connect with more customers. Additionally, a website will
help foster posihelp foster positive customer relationships and work as a touch point
to communicate the mission and values that the brand has established.

18. Page 17
Blog
A blog will help users connect with Life’s So Sweet Chocolates and
give them announcements and different ideas for the products that
the store offers. The blog could potentially feature a Product of the
Week (or month), recipes that incorporate different products, and new
product announcements. The blog could also feature user-generated
content (UGC) that people submit via an online form or photos that
customers have taken and tagged Life’s So Sweet Chocolates on social
memedia. UGC is a great way to involve the customer in the process and
get them excited about the brand.
Website Implementation
To implement the suggested changes and be reflective of the new
brand image, the website should be clean, fresh and have a heavy
emphasis on product images. The typography and color scheme (white
and browns) should be consistent with the logo that will create a
sense of unity across the different promotional materials. This will
help portray a clean and fresh look for the site that is a necessity for
food based websites.
As it was noted inAs it was noted in the previous pages, there is a strong need for new
photography to feature the products and store environment. Having
strong, quality photography will help Life’s So Sweet stand apart and
reflect the quality of the products that the store hand makes and sells
on location.
A mock up ofA mock up of the potential website, features bright images and bold
headlines that grab and pull the user deeper into the site. The home
page will direct users to various pages and give them a brief
introduction of what Life’s So Sweet stands for. Each additional page
features subpages so that information is organized and easy to find.
Finally, a consistent page layout is used to tie the website together
and create a more professional atmosphere. To see the website design
please see Appenplease see Appendix A which starts on page 52.

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Logo and Packaging
Photography
Consistency is key. By having a consistent logo on the website,
promotional materials, products and all other Life’s So Sweet
Chocolates products it will foster a stronger brand identity. Packaging
should also be consistent with all products following the guidelines
specified above. Customers should be able to easily identify products
based on packaging and by having a consistent look will help increase
brand awareness. Additionally, when Life’s So Sweet Chocolates
prproducts’ are sold in outside venues (wineries and flower shops), the
consistent packaging will help customers identify products as belonging
to Life’s So Sweet Chocolates.
It is our strategic recommendation that Life’s So Sweet Chocolates
employ a professional photographer to take pictures of the store, all
products (individually and in groups), and environmental shots of the
product. By having strong photography, Life’s So Sweet will be able
to update the website, include these images on promotional
materials, and be posted on social media. Professional product
images will transfer meaning to the products, as it will create a
high-end ideal. Customers wihigh-end ideal. Customers will likely associate strong imagery with
the overall quality of the products. Life’s So Sweet can take
advantage of both Ithaca College and Cornell University photography
students and the many local photographers that reside within Ithaca.

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Business and Rack Cards
Website
Life’s So Sweet Chocolates will be able to measure the success of
their branding initiatives by the number of coupons that are turned in
from the business and rack cards. The goal of the business and rack
cards is to not only increase awareness but also drive conversions
(sales within the store). It is our recommendation that Life’s So Sweet
Chocolates keep a document that records the number of coupons that
are returned from the business card and the rack card as well as the
total putotal purchase amount (both before and after the coupon is applied).
This way Life’s So Sweet Chocolates will be able to see the return on
investment from purchasing these promotional materials. To see what
this document would look like please see Appendix B on page 63.
Google Analytics should be used to measure and record the number of
site visits, return users, new users, and bounce and session length.
These metrics are very important to measure as they determine the
success of a website. Additionally, as Life’s So Sweet Chocolates
continues to grow, having a successful webpage will be vital to
establishing credibility within the industry. Finally, Google Analytics
is a great tool that is user friendly and easy to navigate. It is our
prprofessional recommendation, that if Life’s So Sweet Chocolates
decides to continue using the old website that a Google Analytics
plug in be installed so that they are able to begin collecting these
metrics.

21. Page 20
An Overview
New Social Media Strategy
Instagram
Goals
Photos
Recommendations
Measurement and Evaluation
FFacebook Recommendations
National Food Holiday Calendar
Currently Life’s So Sweet Chocolates is utilizing Instagram, Facebook,
Twitter, and Pinterest. After discussing with Darlynne her goals for
social media, we have decided to primarily focus of Instagram to grow
her reach and engagement. Additionally, we have outlined future rec-
ommendations for Facebook, that can easily be implemented by Life’s
So Sweet Chocolates.
The new social media strategy will include:

22. Page 21
Social Media Strategy
Life's So Sweet Chocolates already has an existing Instagram,
Facebook, Twitter and Pinterest account. We chose to focus primarily
on Instagram as it was under utilized and remains a popular and
valuable platform for businesses, especially food businesses. We
wanted to focus primarily on visuals and creating a specific brand
image, while connecting to the brand’s customers and also reaching
new audiences. Although we did not work directly with the Facebook
page, we do opage, we do offer some recommendations for possible Facebook
content.
As a food based company, utilizing a platform like Instagram is highly
lucrative. On Instagram, visuals and captions are keys to success. With
access to the page, we decided in order to increase awareness and
followers; we should start following other relevant accounts. We
started by first following a number of local retailers in Ithaca and then
we started following other chocolate, food and candy related
companies.
Not onlyNot only did we start following accounts but we liked their pictures
and posted comments on their photos, which is a sure way to be recog-
nized on a high traffic platform like Instagram. In addition, when we
posted photos we made sure to tag other accounts relevant to the
post. Tagging other accounts ensures those accounts are seeing our
post with the hopes of reposting or mentioning us in one of their own
posts, which did happen from time to time.

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Instagram Goals
Our goals included ppdating the pre-existing Instagram page by:
IncIncreasing overall brand awareness, increasing followers by 20%,
reaching a wider audience and increasing social reach and engagemet
and create overall consistency with posting. We started off editing
the bio of the Instagram account, which included items Life's So
Sweet Chocolates doesn't sell anymore such as cupcakes and ice
cream. We also included the address and phone number of the store
and updated the profile picture with a clear, high resolution image.

24. Page 23
Social Media Photos
In addition, we conducted two in-store photo shoots. Our main focus
was to capture the Wizarding Weekend speciality items that included:
Butterbeer, Butterbeer Cotton Candy, Chocolate Owls, Chocolate Quills,
etc. We also made sure to capture pictures of regular items that can
always be found in the store.These are some of the photos we took for
possible Instagram and Facebook posts:

25. Page 24
Instagram Recommendations
To continue the growth of the Instagram page, we recommend:
1. Continuing to post photos of speciality products
Posting on Instagram on a fairly consistent basis, resonates with
followers and allows products to be the focal point of the post. Being
able to showcase one specific product in a post along with a catchy and
relevant caption can be a great way to increase engagement.
2. Always using relevant hashtags in posts
Posting photos with relevant and catchy hashtags allows users to find
your account and also increase your social reach and improve brand
awareness. Creating your own unique hashtag allows your business to
stand out. Hashtag examples: #chocolate #sweetlife #lifessosweet
3. C3. Create Social Media Contests/Campaigns
Generate excitement and engagement with Instagram contests and
campaigns that include giveaways and prizes
4. Tracking the amount of Instagram engagement weekly
Using systems such as Google Analytics can help to keep track of new
followers, total hashtag mentions, new comments, and vistors to the
website viawebsite via the link in the Insttheagram biography.
5. Creating a Hootsuite Account
Consistency among platforms helps keep followers updated. Linking,
Instagram, Facebook, Twitter and Pinterest accounts is a smart way to
reach a wider audience and manage various social media accounts in
one platform.

26. Page 25
Instagram Measurements and Evaluation
BEFORE: As of September, Life’s So Sweet Chocolates Instagram page
only had 115 followers with only 25 photos posted. The photos posted
did not contain captions with relevant hashtags or appropriate tagging.
AFTER:AFTER: Once we started posting and following other accounts, the
Instagram account received 85 new followers between the months of
September-December increasing the followers to 200. We photographed
new items and made sure to edit them. We ended up posting 12 photos
using our own content during the specified months. Darlynne was also
posting simultaneously.
EEVALUATION: Overall, we saw an increase in followers by 33%, which in
return increased awareness of the brand. We tracked the number of likes
each photo recieved which ranged from 5 to 31 when using relevant
hashtags and tagging other relevant accounts.
This is an example of one of our most popular posts. We took a high quality
photograph which included five unique hashtags and tagging of six
elevant accounts.

27. Page 26
Facebook Recommendations
Although we did not directly assist with Facebook posts or updates, we
have a few tips for the Life’s So Sweet Chocolates Facebook page that
could help create a more cohesive and structured layout.
1. Link Instagram and Pinterest account to Facebook page
Being able to cross promote across multiple platforms is beneficial to
your audience and it also creates consistency among all posts.
2. Update cover and profile photo with relevant content
Making suMaking sure the profile picture and cover photo is a visually appealing
and high resolution image creates a more professional look to your
page.
3. Update ‘About’ section to include products offered
UpdaUpdating the servies and products you offer is important to your
consumer. Deleting items such as ice cream and cupcakes that are no
longer sold at the store is important information for the audience.
4. Create Facebook events
When LifeWhen Life’s So Sweet Chocolates is hosting an event, it would be helpful
to create a Facebook event and share the page with relevant accounts
like Downtown Ithaca Alliance who generate high traffic on Facebook.
5. Post consistently with high resolutions photos
Posting clear photos along with friendly reminders is always useful for
followers. Introducing a new product along with an image is a good way
to keep your audience interested.

28. Page 27
Food Holidays
In addition, we created a calendar of relevant national food and candy
related holidays that could be implemented as possible social media
posts using either your own content or user generated content.

29. Page 28

30. Page 29
An Overview
Valentine’s Day- Follow the Hearts
Pokemon Easter Hunt
Movie Night at Cinemopolis
Coming up with events to attract attention to Life’s So Sweet
Chocolates was of great interest to Darlynne. From our initial meeting
at the store, Darlynne stated that she would be interested in events
during lull months, including February, March, April, and the
beginning of fall.
WiWith these times in mind, we brainstormed possible events that would
relate to holidays such as an event for Valentines Day and an event for
Easter. Darlynne already has experience with events and events
planning. In October, the weekend before Halloween, she runs
Wizarding Weekend in the Commons, and also participates in Ithaca
Commons events including Chili Fest and Apple Fest.
Along wiAlong with our new event recommendations, we worked to build up
attention on the events she already contributes to by continuously
posting via social media.
On the following pages are displays of events we recommend in the
coming months, along with other patrons in the community to
collaborate with for more consumer attraction. They include:

31. Page 30
Event Option #1: Valentine’s Day “Follow
the Hearts”

32. Page 31
Our first event recommendation would be held in February to
celebrate Valentine’s Day. This would be a promotional event that
interacts with customers and drags attention to the store. Social
media and brand activation will be implemented to let people
know about our event.
InIn the commons, the day before and the day of Valentines Day,
there will be hearts written in chalk along with posters that lead
to Life’s So Sweet Chocolates in Press Bay Alley. Customers will
follow the hearts into the store where they can buy discounted
treats for loved ones as well as sample the Life’s So Sweet limited
addition chocolate covered strawberries.
Event Option #1: Valentine’s Day “Follow
the Hearts”

33. Page 32
Event Option #2: Pokemon Easter Hunt in Press
Bay Alley

34. Page 33
Event Option #2: Pokemon Easter Hunt in Press
Bay Alley
Our next event is projected for April 8th, 2017. This date was chosen
by the client and geared toward the Easter holiday. The idea for this
event is an Easter hunt but with Pokéballs instead of Easter eggs.
This event would collaborate with other Press Bay Alley businesses
and will include fun games for kids. With the popularity of Pokémon
Go, this is a great event to create traction to the area and to Life’s
So Sweet.

35. Page 34
Press Release for Pokemon Hunt event

36. Page 35
Event Option #3: Chocolate Movie Night at
Cinemapolis

37. Page 36
The third event is a Chocolate Movie Night at Cinempolis, debuting in
early September. This event would attract not only the local
community but also college students coming back from summer break
who want a fun outing with friends. Our vision for this event is to
screen a film, such as Willy Wonka and the Chocolate Factory, and do
a chocolate tasting before with Life’s So Sweet Chocolates.
Event Option #3: Chocolate Movie Night at
Cinemopolis

38. Page 37
Press Release for Chocolate Film Festival Event

39. Page 38
An Overview
Midterms & Finals
Zoomer
Grub Hub
Valentine’s Day
Easter
Mother’s Day
Wine and ChocolateWine and Chocolate Pairings
Six Mile Creek Winery
Hazlitt Winery
Standing Stone Winery
Future Recommendations
In order to promote Life’s So Sweet Chocolates, per the client’s request
of focusing on the events below, we have come up with a variety of ways
to execute sales promotions to increase customer engagement and
awareness for Life’s So Sweet Chocolates.
Life’s So Sweet Chocolates will promote during the following:

40. Page 39
Midterms
In order to promote Life’s So Sweet Chocolates during midterms, we
targeted the high volume of students in the library. By passing out
Life’s So Sweet Chocolate’s “Study Mixes” with a complimentary ten
percent off coupon, we were able to expose students to Life’s So Sweet
Chocolates who have never heard of it before. Students enjoyed the
Study Mix sample during the stressful midterms week. The goal was to
drive students into Life’s So Sweet Chocolates with the below coupon.
Executed October 9th - 11th, 2016

41. Page 40
Zoomer
Zoomer is “The Delivery Network for High Volume Restaurants”. It is
described as “A very different partner for your very different business”.
Slogan: “We only do one thing - deliver your food - and we do it really
freaking well.”
How it Works:
Zoomer drivers aZoomer drivers are independent contractors. Life’s So Sweet Chocolates
would sign up for Zoomer and download the Zoomer mobile application.
Life’s So Sweet Chocolates would place the order over the phone or
online the usual way. Life’s So Sweet Chocolates would then prepare the
delivery. A Zoomer driver would pick up the delivery and deliver it to
the appropriate location. This all works through the Zoomer mobile
application.
Quick Facts:Quick Facts:
Average delivery time: 29 minutes
Over 100,000 downloads of the Zoomer application
Backed by the same investors as Twitter, Air BnB, Netflix, Facebook
To sign up for Zoomer, please visit
https://www.zoomerdelivery.com/restaurants

42. Page 41
Grub Hub
GrubHub is a leaGrubHub is a leading online and mobile food ordering platform that
connects takeout restaurants and customers. GrubHub works with over
45,000 restaurants in over 1,100 U.S. cities. The company also has a
presence in London and has a 24/7 customer service team. GrubHub
works with 44 establishments in Ithaca. Insomnia is the only other
dessert shop that is delivered through GrubHub. There has been a rise
in online orders as a result of the ease and convenience for the
customers. Since Lifecustomers. Since Life’s So Sweet Chocolates does not have a delivery
service, this will allow Life’s So Sweet Chocolates to appeal to another
target market.
How it Works:
Life’s So Sweet Chocolates would have a profile on GrubHub that would
feature the Life’s So Sweet Chocolates menu. Users would be able to
see this on his/her computer or through the mobile app. Once an order
is placed, GrubHub’s system would send Life’s So Sweet Chocolates the
order to be made. Life’s So Sweet Chocolates would be able to select
how it receive the orders (computer, email, tablet or fax). Life’s So
Sweet Chocolates will also have the ability to run promotions and offer
couponscoupons through GrubHub. GrubHub also offers an online ordering link
Life’s So Sweet Chocolates can use on its website. There are no
start-up costs for using GrubHub, Life’s So Sweet Chocolates would
only pay for orders generated by GrubHub. Note: the commission fee is
not public, you would need to sign up and inquire.
How to Get Started:
Email: sales@grubhub.com
Telephone: 877-805-5081
Website: www.getgrubhub.com
More Information: GrubHub has created a free detailed guide to be
downloaded here (http://get.grubhub.com/?referer=grubhub.com) for
further information on the benefits and logistics.

43. Page 42
Valentine’s Day
Contact Information
Example Coupons
Life’s So Sweet Chocolates can partner with local flower shops to create
a dual coupon. Perspective flower shops include: Bool’s Flower Shop,
Flower Fashions by Haring and Michaleen’s Florist & Garden Center. In
the week leading up to Valentine’s Day with a purchase of any box of
chocolates, customers will receive a coupon for 10% off to the
participating flower shop(s). With a purchase of a bouquet, the flower
shops will provide a coupon for 10% off to Life’s So Sweet Chocolates.
Flowers and chocolate pair weFlowers and chocolate pair well together therefore, this would be an
appropriate cross-promotion. All three of these flower shops expressed
interest and would like for you to reach out after Christmas.
Bool’s Flower Shop
Contact: Polly
Email: boolsflowershop@hotmail.com
Flower Fashions by Haring
Contact: Kasey
Email: flowerfashionsbyharing@gmail.com
MichaleenMichaleen’s Florist & Garden
Contact: Michaleen
Email: michaleensflowers@gmail.com

44. Page 43
Easter
Purpose: This will be the perfect addition for families to add to their
children’s Easter basket or simply serve as a fun activity for friends and
family to do during the holiday.
Overview: Life’s So Sweet Chocolates will create and prepare an Easter
Bunny making kit. Life’s So Sweet Chocolates will providea a milk or
dark chcolate bunny along with chocolate toppings, jelly beans, icing,
and chocolate buttons.
Social: LifeSocial: Life’s So Sweet can create an Instagram contest in which people
will post his or her Easter Bunny that they made with the kit along with
an appropriate hashtag. They can tag Life’s So Sweet Chocolates in the
post as well. The winner will receive a 10% discount of their next pur-
chase.This will provide an incentive for customers to purchase the kit
and create more buzz for Life’s So Sweet Chocolates during the Easter
holiday.

45. Page 44
Mother’s Day
Purpose: The purpose of this campaign is to involve Life’s So Sweet
Chocolates with the Ithaca community (residents and students). It is a
creative and personal way to promote Life’s So Sweet Chocolates and
also has personal relevance to the user. We believe this will help Life’s
So Sweet stand out in comparison to other local businesses promotions.
Timing: MoTiming: Mother’s Day is on May 14th this coming year. Therefore, it
would be beneficial to start this social media campaign leading up to the
14th. This campaign would launch on May 1st so that participants have
14 days to participate.
Social MeSocial Media Campaign: Customers
will tag Life’s So Sweet Chocolates
in one’s post on Instagram with the
hashtag #LSSWithMyMom and show
Life’s So Sweet why your mom
makes your life so sweet! Life’s So
Sweet Chocolates will pick one
winnewinner. The winner will be able to
make a custom box of four truffles
to enjoy for themselves or with
their mother.
On the right is an example
Instagram post of what the
contestants will be doing.

46. Page 45
Wine & Chocolate Pairings
Wineries
As requested are the Wine & Chocolate Pairings for Six Mile Creek,
Hazlitt and Standing Stone. The Wine & Chocolate Pairings will be a
beneficial resource for the wineries as well as help drive awareness
for Life’s So Sweet Chocolates. Visitors of the wineries will receive a
postcard size of the Wine & Chocolate Pairings as they leave the
winery with his/her purchase.Additionally, tasting groups will recieve
the wine and chocolate pairings postcard. Furthermore, we plan to
havehave the pairings postcard available year-round in a rack card holder.

47. Page 46
Six Mile Creek Pairing

48. Page 47
Hazlitt Pairing

49. Page 48
Standing Stone Pairings

50. Page 49
Future Recommendations
Six Mile Creek, Hazlitt and Standing Stone do not have a chocolate
and wine pairing event. This could be a beneficial opportunity for
Life’s So Sweet Chocolates. These wineries have yearly events and
there could be potential for Life’s So Sweet Chocolates and each of
these wineries to have a yearly chocolate and wine pairing event.
Life’s So Sweet Chocolates could have have one event per season (ie:
Life’s So Sweet Chocolates would have an event with Six Mile Creek
inin the fall and Standing Stone in the winter). This would be a good
opportunity for Life’s So Sweet Chocolates to expand its target
market. Locals that are unfamiliar with Life’s So Sweet Chocolates
will have an opportunity to try the chocolates increasing the chances
of them visiting the store. Additionally, if tourists are participating
in the event they might visit the store on their trip when they previ-
ously might have not had intentions to do so.
To expand on the impact of the Wine & Chocolate pairings, Life So
Sweet Chocolates could sell boxes of the chocolates that were recom-
mended at the specific winery or offer a special deal when purchasing
a bottle of wine that pairs well with the specific chocolate using the
Life’s So Sweet Chocolate wine bottle packaging. Customers are more
inclined to purchase the chocolate after they taste the wine that
pairs well with it as opposed to then having to drive to Life’s So
Sweet Chocolates. By oSweet Chocolates. By offering the chocolates in the winery it makes
it easier and more convenient for the consumer.

51. Page 50
Future Recommendations
Waffle Frolic expressed interest in partnering with Life’s So Sweet
Chocolates for Valentine’s Day. While it did not work out for this
Valentine’s Day. There might be potential in the future for a
partnership such as Life’s So Sweet Chocolates contributing a mini
chocolate heart as a waffle topping for Valentine’s Day. This could
take place for the month of February or just on Valentine’s
Day.Waffle Frolic would purchase this topping from Life’s So Sweet
Chocolates. TheChocolates. There would be a note informing consumers that this
topping came from Life’s So Sweet Chocolates hopefully driving
more people to Life’s So Sweets Chocolates store.
For midterms and finals it would beneficial for Life’s So Sweet
Chocolates to provide an online coupon through Ithaca To Go as
opposed to a print coupon. Students are pressed for time and some
do not have cars to get downtown. They are much more likely to
place an order online as a result of ease and convenience.
Additionally, this could be promoted on social media as well as
placed in the Intercom - a student newsletter delivered via email.
TTargeting Ithaca’s college community on Ithaca To Go may be more
beneficial if there were incentives for students. Using Zoomer and
GrubHub may be pricey and not a suitable service for a chocolate
and candy shop as they are usually utilized for high volume
restaurants.