This document provides a public relations proposal from the agency Prescribed PR for their client On the Street Pitas. Prescribed PR is a PR firm founded by six Ithaca College graduates. Their proposal outlines a "Clear and Fresh" campaign to promote On the Street Pitas as the go-to restaurant for fast, fresh, and healthy food in Ithaca. The proposal includes a situation analysis of the client, objectives and strategies for the campaign, as well as tactics, measurements, timetable and budget. Prescribed PR identifies increasing brand awareness as a key goal of the campaign to help On the Street Pitas compete against other restaurants in the area.

1. Clear and Fresh Campaign
Public Relations Proposal For
May 6, 2016

2. 1
Contact Information
Mallory Sugita
msugita@ithaca.edu
linkedin.com/in/mallorysugita
Donald Hodgkinson
dhodgkinson@ithaca.edu
linkedin.com/in/donaldhodgkinson
Xuan Gui
xgui@ithaca.edu
linkedin.com/in/guixuan/en
Matthew Melo
mmelo@ithaca.edu
linkedin.com/in/matthewmelo
Tyler Sapp
tsapp@ithaca.edu
Dillon Avnet
davnet@ithaca.edu
linkedin.com/in/dillonavnet

3. 2
Table of Contents
3
4
5
7
9
11
13
15
16
17
23
24
25
26
29
About the Agency
Executive Summary
Situation Analysis
Competitor Analysis
SWOT Analysis
Target Audience
Primary Research
Objectives
Strategies
Tactics
Measurements
Timetable
Budget
Meet the Team
Appendices

4. 3
About the Agency
Prescribed PR is a public relations firm based in the heart of Ithaca, NY.
The founding members of the firm are Mallory Sugita, Donald Hodgkinson,
Xuan Gui, Matthew Melo, Dillon Avnet, and Tyler Sapp, all Ithaca College
graduates of the Park IMC department. Each member of the team has
their own set of unique skills that they all implement in their work with
businesses in the greater Ithaca area. Prescribed PR stands for transparent
and collaborative efforts and wants to give local, small businesses the
opportunity to increase their brand awareness and profit from Ithaca’s
diverse economy. Filling out your prescription for our public relations
expertise will modernize your organization and provide you and your staff
with the necessary tools to bring your business to the next level.

5. 4
Executive Summary
Prescribed PR has been given the opportunity to establish On the Street Pitas as the go
to restaurant for Ithaca locals who are on the go and looking for a fast, fresh, and healthy meal.
The goals of our Clear and Fresh Campaign are to promote the restaurant using its unique
selling proposition, introduce a new congruent logo and a consistent style theme, create a
storytelling campaign surrounding the addition of the new locations, and create a campaign to
attract local, loyal employees.
We understand that Ithaca locals are and always have been the most loyal customers
to On the Street Pitas and respect their loyalty to Brian and his company. We have chosen to
target the Upstate New York area where these customers are living or visiting from. We believe
that maintaining these relationships is crucial to continuing the success that Brian has had
over the years.
Within this proposal, we outline suggestions of tactics that could be implemented to
fulfill our strategies and brand On the Street Pitas as the go to restaurant for fast, fresh, and
healthy food. We have addressed any issues of brand identity confusion and the need for loyal
employees at all of the locations.
We would like to thank Mr. Brian Horvath and his team at On the Street Pitas for giving us
the opportunity to develop a campaign for his growing business. We appreciate the time he has
taken to answer our questions, meet with us, and attend the presentation of our work.
Sincerely,
Prescribed PR

6. 5
Situation Analysis
Current Business Background
It all started with an idea. This idea
was to serve food in the parking lot of music
shows and was thought up by Brian and three of
his friends. It was such a success that the four
of them continued to sell their food at various
music festivals across the country. After a while,
they noticed that their pita sandwiches were
growing in popularity and thus On the Street
Pitas was officially born. When they decided to
find a more permanent residence, they chose to
open a stand at the Ithaca Farmer’s Market and
a brick and mortar restaurant in the Commons.
After six great years of business in the Commons,
that location was shut down due to construction.
However, in March 2012, they moved to their new
home in the west end to continue to serve their
loyal customers and friends. Looking into the
future, Brian is excited to open another location
back in the Commons to continue his dream of
providing food for locals.
5

7. 6
Situation Analysis
Secondary Research
We used secondary research in order to develop our objectives, strategies, and tactics for on the Street Pitas.
First, we looked into current trends in the food industry. Today more people are conscious of the quality
and nutritional value of food that they are eating; companies within the food industry are expected to be
transparent about everything that is going into food for consumption. Nationwide there has also been a trend
towards purchasing locally sourced food. Food that must be preserved and shipped long distances is generally
seen as lower quality and less healthy.
The next step in our secondary research was to find what people were saying about on the Street
Pitas. We first looked to Yelp, an online restaurant review website. We chose Yelp because the majority of
the reviews were from local Ithaca residents, the primary target market. The reviews for On the Street Pitas
from Yelp range from 1 to 5 stars with an average rating of 4 stars. Most of the lower ratings (1-2 stars) aired
complaints about the speed of service and cleanliness of the restaurant and not so much about the food. The
higher ratings (4-5) praised the quality and taste of the food.
We then looked to social media to audit how much buzz On the Street Pitas is creating with social media
users. First of all, On the Street Pitas’ Facebook page is simply named “On the Street” which may cause some
confusion. The main feed of the page shows the posts of the On the Street account. The last update on this
page was in May of 2012. Through the Facebook rating system, On the Street Pitas has earned a 4.7 out of 5
stars. On the other hand, however, there are a few negative comments among the visitor posts on the page.
Aside from Facebook, On the Street Pitas is not active on any social media site. In comparison to some of
its competitors, On the Street Pitas has a relatively low following. This is not due to a lack of quality or taste in
food, but rather a low brand awareness.

8. 7
Competitor Analysis
Collegetown Bagels opened in
1976, and was purchased by
Brous and Mehaffey families
in 1980. Today there are 5 CTB
and IB locations total with over
300 employees.
• Multiple locations
• High-brand awareness
• Located in Commons and
Collegetown
• More popular among the
college students than locals
BACKGROUND
PROS
CONS
Located on the eastern side
of the Ithaca Commons,
Casablanca serves pizza and
mediterranean cuisine at an
inexpensive prices.
• Partnership with Grub Hub
and Eat Street
• Location is accessible to
Ithaca College Students
• Complaints of unkept
dining area and low quality
ingredients
• More popular among the
college students than locals
BACKGROUND
PROS
CONS

9. 8
Established in 2003, Taste
of Thai Express is locally
owned and operated by Ying
Balakula, who has made it her
mission to provide the freshest
and most authentic Thai food
in the area.
• High brand awareness
• Partnership with Grub Hub
• Greasy food
• Pricey compared to other
delivery food for students
BACKGROUND
PROS
CONS
Competitor Analysis
Founded in 1995, Viva
Taqueria brings to Ithaca a
California-style taqueria—
a place to get fast, healthy,
delicious Mexican food at
inexpensive prices.
• Good location
• Local ingredients
• High brand awareness
• Not a vendor of Ithaca
Farmer’s Market
BACKGROUND
PROS
CONS

10. 9
SWOT Analysis
In order to better identify On the Street Pitas’ position in the
market we conducted a SWOT analysis. This analysis gauges
the company’s internal strengths and weaknesses and external
opportunities and threats.
Prescribed PR has identified On the Street Pitas’ greatest
strength as the product itself: the healthy, fresh food that
they serve. On the Street Pita is unique in that they serve
Mediterranean dishes at low prices and each customer can
actually see their food being prepared at all of the locations.
This transparency of ingredients and preparation practices
shows that On the Street Pita has nothing to hide; they are a
trustworthy local business providing quality, fresh food.
The most challenging weakness of On the Street Pitas is
the relatively low brand awareness in comparison to other
restaurants in the Ithaca area. Through our primary research,
we found that many people were not familiar with the On
the Street Pitas brand. This may be due to an occasionally
inconsistent brand image among the the locations and online
platforms on which On the Street Pitas is represented.
On the Street Pitas has many opportunities to grow in
the Ithaca area. We believe that one of the most promising
opportunities is the power of word of mouth advertising. If On
the Street Pitas can harness the attention and awareness of
the local Ithaca area, their reputation will grow as more people
talk and spread the word about the On the Street
Pitas’ different locations and quality cuisine.
Another opportunity within Ithaca is with the many festivals
and events that the area hosts. On the Street Pita has already
attended Apple Fest, as well as numerous other events outside
of the Ithaca area. Continuing to attend these events, as well
as branching out to new events, is an opportunity for increased
brand awareness in Ithaca and the surrounding areas.
One of the most significant threats to On the Street Pitas
is the competition of other restaurants in the area. Many
of these restaurants also offer fast, healthy food but have
more convenient locations or offer online delivery through
services like GrubHub. These restaurants are more visible and
accessible to the general population of Ithaca.
Another threat to On the Street Pitas is the vendors at the
Ithaca Farmer’s Market. Other food vendors have eye-catching
signage that displays the name of the company or the type of
food being served. However, On the Street Pitas stand does not
have a sign with the company name which may make it difficult
for customers to relate the Farmer’s Market location to the
brick and mortar restaurant location and fully recognize the
brand.

11. 10
SWOT Analysis
• healthy fresh food
• low prices
• multiple locations
• small business
able to control
everything
• low brand
awareness
• moderate website
• no online delivery
• limited open hours
• Word of mouth
• local brand reputation
• many events for local
business (i.e Apple Fest,
Chilli fest, Oktoberfest)
• local restaurants
that deliver and/or
have more accessible
locations
• farmers market food
vendors with better
signage

12. 11
Target Audience
Our target audiences have been selected based on their geographic convenience to the On the Street
Pitas locations. Brian had already indicated to us that local Ithaca residents are his most loyal customers
and primary target for the On the Street Pitas locations. Ithaca locals are around all year, which provides a
consistent stream of business and a higher probability of becoming a loyal to the On the Street Pitas brand.
We also believe that Ithaca area locals are a sensible primary target market because of the general
characteristics of people in the area. Ithaca is typically seen as a progressive, liberal small city; people
living in the Ithaca area tend to care more about the quality and freshness of their food and supporting local
businesses.
Our secondary audience is college students in the area during the school year who are health conscious
and are on somewhat of a budget. College students in Ithaca generate a huge source of revenue for many local
businesses but are unreliable during holiday seasons and the summer months.
We would like to generate word of mouth advertising through a series of low-scale tactics. We believe
that both our primary and secondary audiences will respond the most strongly to this form of advertising
as opposed to traditional advertising. This is also a cost effective method of creating buzz that will spread
quickly.
The best way to reach locals aged 25-60 would be through newspaper advertising, facebook, and
materials disseminated at their existing locations such as bumper stickers magnets, and On the Street Pitas
clad merchandise. Our primary audience is fairly broad, which calls for a wide range of media outlets. People
on the younger side of the demographic will respond more readily to the social media campaigns while the
older people will receive the message more clearly from our newspaper ads.

13. 12
Target Audience
Primary Audience
Jennifer is a lawyer in her mid-thirties
who has lived in Ithaca for the past 10
years. She makes sure that her meals
are fresh and healthy and oftens shops
at Wegmans or the local Farmers Market.
When she eats out with her husband and
kids, she likes to be confident that she’s
choosing the healthiest option for her
family.
Secondary Audience
Alex is a student athlete at Cornell
University. As a Junior, he lives in Ithaca
year round, but is planning to move out to
LA after graduation. He enjoys stopping for
a bite to eat after practices and races, and is
often on the lookout for something healthy
but quick. He enjoys the convenience of the
Farmer’s Market and downtown area.

14. 13
Primary Research
We decided to conduct our own primary research in order to gain a better understanding
of the general perceptions of On the Street Pitas. Our team created and conducted a survey in
order to gain the insights we needed to understand local perceptions of On The Street Pitas.
From the survey, our team determined that there is a relatively low brand awareness and most
people heard about On The Street Pitas from family and friends. Fortunately, many of the people
who have eaten at or ordered food from On The Street Pitas have done so over 10 times. In
general, most respondents to the survey reported eating out or ordering in 3 to greater than 10
times a month. This offers a great opportunity to grow On The Street Pitas brand awareness and
take advantage of the high demand for takeout or prepared foods.

15. 14
Primary Research

16. 15
Objectives
1
2
3
To increase brand awareness among the primary audience.
Ithaca, NY has more restaurants per capita than New York City,
creating an incredibly diverse and competitive market for any food
vendor. We would like to market On the Street Pitas as the go to
restaurant for locals to grab a fresh, healthy meal while on the go.
To integrate a consistent brand image across all the locations.
We would like to create a consistent and identifiable brand image that
accurately represents On the Street Pitas. A cohesive style will make
it easier for potential customers to recognize the On the Street Pitas
brand and develop a loyalty to the business.
To market the new locations
This summer our client, Brian, will be expanding to serve healthy, delicious
food to more locals of Ithaca by bringing back his business to the Ithaca
Commons in the form of a food truck. In order to maintain a consistent
brand image with these new locations, we recommend a cross marketing
strategy.
4
To acquire a dedicated, loyal staff for all 3 locations
Without an enthusiastic and reliable staff, any business will fail. We
have created a campaign to seek out staff that can be available year
round and are dedicated to producing quality, fresh food for On the
Street Pitas.
>>The public relations plan for On the Street Pitas is designed to achieve the following objectives:

17. 16
Strategies
1
2
3
4
Promote USP: healthy, can see your food being made
Economist and professor at Harvard Business School Theodore Levitt suggested that “differentiation is
one of the most important strategic and tactical activities in which companies must constantly engage.”
On the Street Pitas prides itself in serving delicious, healthy food made with fresh ingredients; the
restaurant and it’s locations are unique because the customer can actually see the food being made.
This unique selling proposition is especially attractive to the primary audience and will differentiate the
On the Street Pitas locations from any of the local competitors.
Introduce the new congruent logo and style theme
Implementing a unique, identifiable logo and creating style guidelines will help On the Street Pitas
create a cohesive brand image. Currently the signage and overall style of each of the locations differs
slightly, which may cause confusion. With a congruent logo and style customers will be able to easily
recognize the On the Street Pitas brand, building a strong reputation amongst the new locations.
Create storytelling campaign
In order to promote On the Street Pitas’ new locations we would like to use various platforms to display
the progress of the new locations and build excitement for their opening. This will help us reach the
different strata of our target audience who use various media to get information. By consistently
posting the construction progress of the food truck, the client can keep the target audience updated
about his new location.
Create a local campaign to attract loyal employees
As On the Street Pitas expands to new locations, the business will need more employees to accommo-
date the growing demand. We will create a campaign that targets Ithaca locals that are in the area all
year round and have a passion for fresh, healthy food.

18. 17
Tactics
Strategy #1: Promote On the Street Pitas with their Unique Selling Proposition (USP)
1) “Meet the Farmer” or show location of ingredients
Showing the location or farmer that produces On The Street Pitas’ ingredients is a tactic that will communicate the message that
On The Street Pitas produces fresh meals that are made with local ingredients. Informing the customer of the origins of ingredients
builds trust between the customer and the business, developing a loyal and stable relationship with consumers.
2) New box design with individualized stamp of freshness
A good way to promote the fresh and healthy food from On the Street Pitas is through visual design; a to-go box with
a window allows customers to see their food and conveys a sense of transparency. In addition, each box would be
individualized with a stamp of freshness with the employee’s name on the brown paper box. This creates a unique package
style that differentiates On the Street Pitas from other to-go services restaurants and physically represents the freshness
and transparency of the food.
3) Nutrition Information
One of the first things a customer looks at when they enter a restaurant or search a restaurant online is the menu. By
providing nutritional information on the menu, such as the amount of calories or the amount of fat in each meal, the
customer feels like they have more control or a greater understanding of what they are consuming. By incorporating this
strategy into On The Street Pita’s menu, the customer will be happier and the new menu will communicate the message that
On The Street Pita makes fresh and healthy food.

19. 18
4)Social Media
Tactics
Social media is a vital tool for a businesses today when used correctly. On The Street Pitas’ only
current social media presence is on Facebook. By bringing the brand of On The Street Pitas to other
social networking platforms, the business will be able to connect to their primary audience more
easily. The OTSP Facebook page should be updated regularly with news about OTSP regarding
events and location information. Facebook is more of a professional platform for businesses, so
the content that is released should be planned and more formal. Comments on statuses should be
replied to by OTSP, because good customer service on social media is beneficial to the image of a
business. OTSP should also create their own Instagram. By making an Instagram that focuses on
their food, OTSP will be able to communicate with both their primary and secondary audiences.
OTSP is expanding to the Ithaca commons, so a social media platform that will be able to update
OTSP audience’s of its new location is needed. Our recommendation is that OTSP create their own
Periscope account. Periscope allows for businesses to live stream from their location, which is
exactly what OTSP needs. Periscope is also attached to Twitter, so OTSP will be able to measure
their engagement with customers.

20. 19
2) Bumper sticker with stop sign
Stickers are a great way to advertise and remind customers of a brand because they
can be placed in places where the customer where be exposed to it multiple times per
day. We were inspired by the Gimme Coffee exclamation point stickers that reminded
consumers of the business in a simple, minimalist way and wanted to use a similar
concept. The stop sign idea was born from the fact that it uses the same letters as the
initials of On the Street Pitas, but we realized it also worked in other directions. Since
it’s a street sign, it connects to the idea of “on the street” that relates to the company’s
origin as a food truck. More specifically, a stop sign also is designed to catch the eye of a
driver and we hoped it would do the same thing with our target audience.
Strategy #2 Introducing the new congruent logo and style theme
1) Replace the old logo with new congruent logo on every location
By maintaining a congruent logo at every location and across merchandise, consumers will begin to recognize
On the Street Pitas, and associate the logo with all 4 locations.
Tactics
3) Magnets for take-out
Magnets are an especially good way to promote businesses because they can be placed on refrigerator doors and seen
many times a day. Most people will check their fridge when deciding what to do for a meal, and if this magnet is placed on
the door, there will be a better chance that the customer will choose on the Street Pitas. These magnets will be available
for free in store or sent with phone books to better target Ithaca locals.

21. 20
Tactics
4) Snapchat filter available for people when they are around the location
One thing that Brian was passionate about was spreading his business through word of mouth. Snapchat filters are a good
way to accomplish this because customers can show when they’re in On the Street Pita in an easy, cost-free manner.
Although Snapchat is especially popular amongst college students (our secondary audience) it is also used in a younger
demographic who could be local Ithaca residents. In addition, Snapchats can be downloaded and posted on social media
like Facebook which expands our reach. This filter can be submitted easily to Snapchat at no cost to Brian.
5) Change banner of farmer’s market location to include new brand logo and theme
Many current customers and potential customers are unaware of the link between the popular Gyro stand at the Farmer’s
Market and On the Street Pita’s permanent location. Displaying the same logos, brand name, and menu items, as well
as promoting all OTSP locations will help to develop brand awareness, and unite the current locations where locals can
enjoy the fresh pitas and gyros we know and love.
6) Base any new promo materials with mini style book
It is very important to stay inside of one’s brand identity. Therefore, we attached a stylebook containing a list of visual
qualities for future promotions for On The Street Pitas. This list contains the Hex Codes for colors, names of fonts, image
size dimensions, and text designs. By following these guidelines, the brand of On The Street Pitas will stay consistent and
allow customers to trust the product they consume.

22. 21
Tactics
Strategy #3 Storytelling campaign about the construction of food
1) Frequently post the update of construction of food trucks and new locations on Facebook
By posting updates of the construction on the food truck, our client Brian can share his design idea and interesting
stories with his customers. This is a good approach to build a two-way communication and interaction between our
client and his target audience while building excitement for the opening of the new food truck location.
2) Short announcement of the grand opening of new locations on local newspaper
Newspaper announcement about the grand opening is a cost-efficient way to reach out our primary target audience.
The estimated opening time for new locations will be this upcoming May or June, so we decided to run a monthly
based short news press on local newspaper to inform locals about the opening time and locations as well as a brief
introduction of the business.
3) Create excitement for the new locations at the pre-existing ones through promo materials
A real milestone for the expansion of On the Street Pitas, the Commons location would benefit from some start-up
promotions. Coupons or punch cards distributed at the other locations or by media outlets would help spread word of
mouth and ultimately increase the initial turn-out at the grand opening.

23. 22
Strategy #4 Create a local campaign to attract loyal employees
Tactics
1) Having Applications at every location
The most dedicated employees often begin as passionate customers. By having applications available at
every location, potential employees can apply for a job on the spot.
2) Social media/print campaign (poster) reaching out for passionate, dedicated employees
We would like to implement a small scale social media and print campaign to let potential employees know
when On the Street Pitas is hiring. On the Street Pitas is looking for passionate, dedicated employees that they
can depend on to work year round. Ithaca locals are the primary target for the employment opportunities at
On the Street Pitas because they are in the area year round and generally, people in Ithaca tend to be more
conscious about buying food that is made with fresh, healthy, or local ingredients.
3)Customize aprons and stamps for each employee (makes them feel special/important)
Dedicated employees want to feel valued by the company for whom they are working. Because On the Street
Pitas is looking for dedicated and passionate employees, they should implement practices that show their
appreciation and respect for each individual. Along with the revamp of the logo and style of On the Street
Pitas, we would like to introduce a new employee dress code. Each employee will receive a new apron adorned
with the On the Street Pitas logo as well as a space to be customized with the employee’s name, handwritten
in fabric marker. In addition each employee would be given a customized stamp so that each meal they create
can be stamped with “guaranteed freshness by ____”. [Examples can be found in Appendix M]

24. 23
Measurements and Evaluation
1) Customer volumes in all locations
By tracking the give out number of magnets and bumper stickers, as well as the traffics on Farmer’s Market, we can
measure the difference in customer volumes.
2) Increase in sales
We will compare the sales before and after tactics has been implemented.
3) WOM effectiveness
We will compare the rating on Yelp and GrubHub for the restaurant before and after the implementation of tactics.
We also will analyze social media mentions on social networks such as Facebook, Twitter, and Instagram to see who
is talking about / reviewing On The Street Pita’s on their individual pages. Social media mentions can be found using
hashtags on these social networks. Every time someone uses the hashtag #OnTheStreetPita’s, On The Street Pita’s will
be notified and will be able to measure their WOM effectiveness.
4) Loyalty of employees
We will conduct an annual employee satisfaction surveys to get opinions on how they review their work in the past year
and gain insights on employee relationships.
5) Purchase consideration
By implementing the nutrition information on the menu, we will track the purchase consideration for individual item, to
see if the information is helpful for people to decide a food choice.

25. 24
Timetable
Based on a 2016-2017 Calendar Year

26. 25
Budget
Branding
- Stickers - 500 3x3 stickers - $207
- Magnets - 3,000 2x3.5 magnets - $362
- Farmer’s Market Banner - $57.66
- Newspaper press - $18.50
Employee Loyalty
- Custom aprons - 25 @ $11.53 each = $368.59
- Fabric marker pack - $5
- Custom stamps - 25 @ $3.45 each = $86.25
- Ink pads - 20 @ $3 each pad = $60
**This budget indicates potential out-of-pocket expenses relating to the recomended tactices.
Total: $1,165

27. 26
Meet
the team
Mallory
SUGITA
is a sophomore from Gilbertsville, Pennsylvania
majoring in Integrated Marketing Communications
at Ithaca College. She stays active on campus
as the Treasurer of IC’s chapter of the American
Advertising Federation, a Student Development
Officer for the IC Annual Fund, and a Dean’s Host
for the Park School of Communications. Mallory
is very passionate about causes like animal rights
and women’s education and hopes someday work in
nonprofit development and donor relations.
Donald
Hodgkinson
is a sophomore Integrated Marketing Communications major
at Ithaca College from Sharon, Massachusetts. Don stays
involved on campus as the General Body Ambassador for
IC’s chapter of American Advertising Federation and rows
for the IC Crew Team. He is passionate about yo-yoing and
designs and hopes to one day become an art director at and
advertising agency.

28. 27
Meet
the team
Tyler
SAPP
is a sophomore Acting major with a minor in
Integrated Marketing Communications. He is from
Columbus, New Jersey. Tyler is involved with
theatrical performances on and off campus, as
well as student films. He is very passionate about
telling stories on stage and on camera, and that
passion extends into the art of branding-- telling
the story about what makes a company unique,
and why they do what they do.
Matthew
Melo
is a sophomore at Ithaca College majoring in Integrated Marketing
Communications. Growing up in Foxborough, Massachusetts, he had the
unique opportunity to work with the New England Revolution and Town
of Foxborough Soccer Association as an events management intern.
On campus, Matthew is involved with ICPRSSA, the college’s chapter of
the Public Relations Student Society of America. Matthew is interested
in a public relations career in crisis management or within the music or
sports industry.

29. 28
Dillon
AVNET
is a sophomore IMC major studying at the Park School of Communications at Ithaca College.
Dillon is a member of ICPRSSA, a student run organization specializing in public relations.
In addition to ICPRSSA, Dillon is also a consultant for the Ithaca branch of 180 Degrees
Consulting. 180 Degrees provides socially conscious organizations with high quality and
affordable consulting, developing innovative, practice and sustainable solutions to whatever
challenges the organization is facing. In addition to Dillon’s extracurricular activities, he
also enjoys watching movies and skiing.
Xuan
Gui
is a junior Integrated Marketing Communication major at Ithaca College from her
hometown of Kunming, China. Regarding campus involvement, she is currently the Vice
President of Advertising for Ithaca College’s Chinese Student and Scholar Association.
She also works as a student assistant for the college’s Parking Services and Public Safety
office. Back to her hometown, she spent a summer with Hosbi Strategy Planning Co. as
a copywriter intern. After graduation, Xuan wishes to work in media relations or at the
Disney Company.
Meet
the team

30. 29
Appendix A
Meet the Farmer Campaign

31. 30
Appendix B
New Box With Stamp Design

32. 31
Appendix C
New Logo

33. 32
Appendix D
Stop Sign Stickers

34. 33
Appendix E
Refridgerator Magnet

35. 34
Appendix F
Snapchat Filter

36. 35
Appendix G
Farmer’s Market Banner

37. 36
Appendix H
Style Book

38. 37
Appendix I
Social Media Posts

39. 38
Appendix J
Newspaper Ad

40. 39
Appendix K
Promotion for New Locations

41. 40
Appendix L
Employee Reachout

42. 41
Appendix M
Customized Aprons & Stamps