As a final project for Ithaca College’s Public Relations course, a team of six created a mock PR agency (JAM Relations) and developed a proposal for our client, Ithaca College’s female a capella group – Premium Blend. The team developed a situational analysis, objectives, audience research, strategies and tactics, a budget, timetable and complete evaluation. The team presented the plan to the client and fellow classmates.
Each semester, a small local business comes to Ithaca College's Strategic Communications department and asks for students to design a public relations proposal. For my Public Relations class, The Piggery, a local butcher shop, asked my team, Savory PR, to analyze its current business model and social media to create a plan that better suits their needs. Our team suggested that The Piggery take advantage of the local events to better target the health conscious consumer that values their Farm-to-Table approach.
Premium Blend Public Relations ProposalIsabel Balla
This PR proposal was created with a team of seven Integrated Marketing Communications students at Ithaca College. The client was Premium Blend, an all female a cappella group at Ithaca College. We devised a PR proposal to increase the group's awareness on campus, create a consistent brand image, and increase social media presence.
The document provides a campaign proposal for the Carolina Jubilee music festival to increase attendance and support for the Carolina Farm Trust nonprofit. Key points:
- The proposal outlines research finding millennials and students are key music festival audiences attracted by music, atmosphere, food and drinks.
- The campaign goals are to create a recognizable brand for the Jubilee and Trust, increase interest among target audiences of students, food/drink enthusiasts and sponsors.
- Tactics include social media promotion highlighting local vendors and bands to attract audiences, and rebranding websites and materials with a consistent tagline.
- Gaining student involvement through inviting college bands and connecting universities is aimed at increasing student attendance.
Three Tree Coffee Roasters aims to increase brand awareness and visibility through a campaign from January to May 2018. The campaign will utilize various events and promotions to engage the local community, especially Georgia Southern University students. Strategies include fundraising events like a St. Patrick's Day bingo night, on-campus coffee sampling, and social media contests. The goals are to increase social media followers by 10%, bring more visitors to the shop to sample products, and increase student awareness of Three Tree's mission by 10%. The campaign will be evaluated by measuring audience reception through behaviors like event attendance and sales, attitudes through social media reviews, and awareness through surveys.
The campaign proposes redesigning @TheBuzzer's website to better meet the needs and preferences of its target millennial audience. Key elements of the redesign include integrating new video content categories labeled with sports terms to help users easily navigate to their preferred types of content. The categories include "Big Buzz" for top news, "Pregame" for pre-game hype, "Sideline" and "Locker Room" for insider perspectives, "Postgame" for recaps, and "Personal Foul" for other commentary. The goal is to improve users' digital experience and increase engagement metrics like video views and social media shares.
Three Tree Coffee Roasters aims to increase brand awareness and visibility through a campaign from January to May 2018. They will hold fundraising events like a St. Patrick's Day bingo night and offer coffee sampling on campus and at a local church. Social media giveaways will also help promote the brand. Effectiveness will be measured by tracking event attendance, sales, social media engagement, and surveys to gauge changes in customer awareness, attitudes and behaviors regarding Three Tree.
- The document discusses a student's unit on print-based advertising. As part of the unit, the student will produce a poster and flyer to advertise a festival.
- The poster will contain headline music acts but less overall information, while the flyer will contain more detailed information due to its smaller size.
- The student analyzes existing Boardmasters festival posters and flyers to gather inspiration and understand techniques used in print-based advertising.
- The document discusses a Level 3 Cambridge Introductory Diploma in Media unit on print-based advertising. As part of the unit, the student will produce a poster and flyer advertising a festival in collaboration with their magazine.
- The student analyzes existing posters and flyers for inspiration. They will take demographics of the target audience into account when designing the advertisements. Factors like copyright and advertising standards must also be considered.
- The document provides background information on the Boardmasters festival, which the advertisements will promote. Statistics on the festival's social media following and the psychographics of its target audience are presented.
Each semester, a small local business comes to Ithaca College's Strategic Communications department and asks for students to design a public relations proposal. For my Public Relations class, The Piggery, a local butcher shop, asked my team, Savory PR, to analyze its current business model and social media to create a plan that better suits their needs. Our team suggested that The Piggery take advantage of the local events to better target the health conscious consumer that values their Farm-to-Table approach.
Premium Blend Public Relations ProposalIsabel Balla
This PR proposal was created with a team of seven Integrated Marketing Communications students at Ithaca College. The client was Premium Blend, an all female a cappella group at Ithaca College. We devised a PR proposal to increase the group's awareness on campus, create a consistent brand image, and increase social media presence.
The document provides a campaign proposal for the Carolina Jubilee music festival to increase attendance and support for the Carolina Farm Trust nonprofit. Key points:
- The proposal outlines research finding millennials and students are key music festival audiences attracted by music, atmosphere, food and drinks.
- The campaign goals are to create a recognizable brand for the Jubilee and Trust, increase interest among target audiences of students, food/drink enthusiasts and sponsors.
- Tactics include social media promotion highlighting local vendors and bands to attract audiences, and rebranding websites and materials with a consistent tagline.
- Gaining student involvement through inviting college bands and connecting universities is aimed at increasing student attendance.
Three Tree Coffee Roasters aims to increase brand awareness and visibility through a campaign from January to May 2018. The campaign will utilize various events and promotions to engage the local community, especially Georgia Southern University students. Strategies include fundraising events like a St. Patrick's Day bingo night, on-campus coffee sampling, and social media contests. The goals are to increase social media followers by 10%, bring more visitors to the shop to sample products, and increase student awareness of Three Tree's mission by 10%. The campaign will be evaluated by measuring audience reception through behaviors like event attendance and sales, attitudes through social media reviews, and awareness through surveys.
The campaign proposes redesigning @TheBuzzer's website to better meet the needs and preferences of its target millennial audience. Key elements of the redesign include integrating new video content categories labeled with sports terms to help users easily navigate to their preferred types of content. The categories include "Big Buzz" for top news, "Pregame" for pre-game hype, "Sideline" and "Locker Room" for insider perspectives, "Postgame" for recaps, and "Personal Foul" for other commentary. The goal is to improve users' digital experience and increase engagement metrics like video views and social media shares.
Three Tree Coffee Roasters aims to increase brand awareness and visibility through a campaign from January to May 2018. They will hold fundraising events like a St. Patrick's Day bingo night and offer coffee sampling on campus and at a local church. Social media giveaways will also help promote the brand. Effectiveness will be measured by tracking event attendance, sales, social media engagement, and surveys to gauge changes in customer awareness, attitudes and behaviors regarding Three Tree.
- The document discusses a student's unit on print-based advertising. As part of the unit, the student will produce a poster and flyer to advertise a festival.
- The poster will contain headline music acts but less overall information, while the flyer will contain more detailed information due to its smaller size.
- The student analyzes existing Boardmasters festival posters and flyers to gather inspiration and understand techniques used in print-based advertising.
- The document discusses a Level 3 Cambridge Introductory Diploma in Media unit on print-based advertising. As part of the unit, the student will produce a poster and flyer advertising a festival in collaboration with their magazine.
- The student analyzes existing posters and flyers for inspiration. They will take demographics of the target audience into account when designing the advertisements. Factors like copyright and advertising standards must also be considered.
- The document provides background information on the Boardmasters festival, which the advertisements will promote. Statistics on the festival's social media following and the psychographics of its target audience are presented.
Integration Marketing Communication Plan - Dunkin donutsNikhil Saraf
Dunkin Donuts focuses on providing quick, no-frills service and simplicity for its target demographic of working professionals and families aged 18-45. Its ideal customer enjoys the coffee and doughnut combination for an easy morning breakfast or snack. Dunkin Donuts appeals to customers who prefer convenience and routine over flashy marketing. The document then proposes repositioning Dunkin Donuts to focus on offering healthy but indulgent snacks for busy working parents and their families through a new product line of nut-topped doughnuts and a marketing campaign centered around the theme of "Going Nuts".
a Digital Strategist works within an organization to identify unmet needs, goals, opportunities and challenges of all departments and aspects of the business. Then they create and oversee the execution of a plan through specific initiatives to meet the objectives of the strategy.
Advertising plan book for a campaign focused on increasing sales for the Five Guys Brand. This book includes a new slogan for the company and research that was conducted in order to appeal to two target audiences, along with media choices within an allocated budget of 18 million dollars.
Five Guys is proposing a digital marketing campaign called "#OneOfTheGuys" on Twitter to increase customer engagement and store visits. The campaign would involve posting secret discount codes on Twitter weekly that customers could say in-store to receive benefits. It would also redesign the Five Guys app and increase their social media presence. The estimated budget is $10.36 million and would result in a $3.14 million revenue gain through higher sales.
This document outlines a media plan for promoting the launch of a new Five Guys location in San Francisco. It identifies the target audience as James, a 33-year-old male Five Guys fan who recently moved to the area from Virginia. The plan proposes generating excitement through social media and paid partnerships. Key strategies include a promotional partnership with Uber to offer Five Guys delivery in the weeks before opening and sponsored content in local publications. The total proposed budget is $2 million to be spent from June 1 to August 1, 2015, with the heaviest spending in the weeks leading up to the July 1 store opening date.
Marketing in the show business a case study about lady gaga s careerAna Pires
This document presents a case study on the marketing career of singer Lady Gaga. It begins with an introduction discussing changes in the music industry with the rise of digital media and analyzing Lady Gaga's success. The study aims to identify the main marketing actions used in Lady Gaga's career. It uses a bibliographic methodology to analyze her trajectory and strategies. The study finds that Lady Gaga uses strategies grounded in marketing theory, such as customer relationships, market segmentation, portfolio strategies, competitive strategies and positioning, to build her brand and career internationally.
The group held a charity drive to raise funds for Children's Wish Society of Malaysia by selling fresh fruits, fruit juices, doughnuts, and other snacks over the course of a week. They raised a total of RM3070, exceeding their goal of RM2500. The group's products were distributed to their booth on campus through daily trips to markets and stores. Profits from food and drink sales as well as sponsorships were donated entirely to the charity. An evaluation found that fresh fruits provided the highest profits and the group learned they could have sold more by starting earlier in the day.
This document provides a summary of research conducted for a local bakery called Angie's Sugar Buzz Bakery. The team conducted surveys of current customers to understand them. They also ran focus groups with high school students to understand the target market. Through this research, they identified key personas for the owner, current customers, and target demographics. They found that women are the primary grocery shoppers and recommend brands to other mothers. The research also uncovered preferences of the target demographics and opportunities to better target women and students. The team developed recommendations based on the research, including improving signage, adding logos to cups for advertising, and providing free Wi-Fi to attract students.
The document discusses the purpose and forms of various media used to promote music. It explains that music videos are short films made to promote songs and grab audience attention, helping to sell music recordings. Cross-media marketing uses multiple media like email, social media and websites to promote products. Websites can be used for e-commerce, entertainment, sharing information or services. Social media makes it easy to connect and share music with others. Synergy combines media to promote music appearing in films or TV shows. Popular music genres discussed include pop, which originated from rock and roll, and examples of popular pop artists are provided.
The document is a sponsorship assignment for an Atlanta music festival called ATL Hustle. It researches four potential sponsor companies and provides details about each. The companies researched are: Red Bull, Coca-Cola, radio station 96.7 The Beat, and local coffee shop Refuge Coffee. For each, the document outlines their connection to the festival, target audience, previous event sponsorships, and any current news that could impact perception. The goal is to secure sponsorships from companies that have strong ties to the festival's music genre, location, and target demographic.
The document discusses several topics related to celebrity and fame, including:
1) The media's focus on celebrities and the psychological reasons the public is fascinated by them, such as wish fulfillment and seeking heroes/role models.
2) The role of publicists in cultivating and capitalizing on celebrities for commercial gain or ego satisfaction. Publicists help build celebrity images and manage crises.
3) Entertainment publicists employ various techniques to promote celebrities and events, from press releases to awards. Their job involves balancing publicity with managing tabloid attention.
Visit Williamsburg PR Agency Request for Proposal - RFPEverythingPR
Exclusively presented by Everything PR, Greater Williamsburg is currently seeking a PR Agency through its latest Request for Proposal (RFP). You can read more about the company and the RFP on the blog at
Panorama da Animação Brasileira - RIo Content MarketAnima Mundi
Este documento apresenta um panorama da animação brasileira, discutindo sua evolução histórica, estrutura de produção, fontes de financiamento e desafios. Apresenta gráficos mostrando o crescimento do público, mídia espontânea e número de filmes inscritos ao longo dos anos. Também discute a distribuição regional das produtoras e os principais catalisadores e gargalos da produção nacional.
Tesslyn Baker is applying for an open position at the hiring company. She has over 15 years of experience in administrative roles, including human resources, data entry, management, and customer service. She believes she would be a great fit for the company due to her strong work ethic, attention to detail, organization skills, and ability to motivate others. Baker highlights her skills in learning quickly, professionalism, teamwork, and communication. She is dedicated to her work and ensuring projects are completed on time.
The document discusses the Minimum Viable Product (MVP) development process, which consists of two stages: product discovery and product delivery. The goal of an MVP is to establish a minimal product that satisfies essential goals and can serve as the foundation for future development. An MVP process brings focus to the core value proposition, reduces rework, and creates transparency and consistency. It allows products to start smaller and iteratively improve through user feedback and marketplace research. The document notes that several of WellCare's teams have now been trained in the MVP process and are applying it to their projects.
This document outlines a proposed qualitative case study examining best practices used by teachers, paraprofessionals, and social workers to help adolescent students with Asperger's Disorder develop effective social skills. The study would combine techniques from narrative therapy, applied behavior analysis, and behavior therapy strategies. It aims to determine the most and least effective approaches by examining professionals' observations and how they create IEPs at six schools in New Jersey.
Este documento describe los diferentes tipos de redes informáticas según su tamaño, privacidad y relación funcional. Explica que las redes se pueden clasificar como PAN, LAN, MAN, WAN según su tamaño geográfico; como Internet, Intranet y Extranet según su privacidad; y como cliente-servidor o P2P según su relación funcional entre los dispositivos.
Places for News: an exploration of context and situated methodsYuval Cohen
Dissertation project completed for MSc Human-Computer Interaction at UCL Interaction Centre (UCLIC). Explores contextual factors that affect news consumption, and technologies that can be used to research them. Supervised in part by the BBC.
This document discusses the development of a video rehabilitation website called www.videoreha.com. It aims to provide rehabilitation programs and video/audio guidance for musculoskeletal injuries and surgeries from home. The website is currently in Phase 1, with basic functionality in Croatian. Future phases aim to redesign the website, expand to other regions/languages, and add features like an online shop. The goal is to provide convenient, customized rehabilitation support without needing to visit a center by focusing on movement-based exercises in open kinetic chains.
Slideshare began in the 1600s as a way to present a series of images and videos on a screen, with each slide displayed for a few seconds before changing. It has since evolved into a global platform used by businesses for lead generation and content marketing. Slideshare allows users to upload presentations and share them publicly, making it a powerful tool for companies to clarify information verbally and engage their target audiences. Many well-organized top brands now use Slideshare to supplement oral presentations with visual content.
The document provides instructions for carriers and customers to complete a Scorecard assessment of logistics services. It outlines the key steps: 1) the carrier completes the Scorecard, 2) submits it to Ralph Lauren, 3) forwards it to the customer, 4) the customer completes the Scorecard with their assessment, and 5) submits it back to Ralph Lauren. It also includes tips for submitting the Scorecard via email and contact information for technical support.
This document provides instructions for creating an email newsletter template in Microsoft Word. It includes steps to:
1. Set up the main table structure with three columns and insert an inner table for content.
2. Add design elements like banners, titles, sections and dividers to the template.
3. Provide tips for sending the template through email and ensuring it displays properly for recipients, such as attaching a PDF version or copying sections as images.
Integration Marketing Communication Plan - Dunkin donutsNikhil Saraf
Dunkin Donuts focuses on providing quick, no-frills service and simplicity for its target demographic of working professionals and families aged 18-45. Its ideal customer enjoys the coffee and doughnut combination for an easy morning breakfast or snack. Dunkin Donuts appeals to customers who prefer convenience and routine over flashy marketing. The document then proposes repositioning Dunkin Donuts to focus on offering healthy but indulgent snacks for busy working parents and their families through a new product line of nut-topped doughnuts and a marketing campaign centered around the theme of "Going Nuts".
a Digital Strategist works within an organization to identify unmet needs, goals, opportunities and challenges of all departments and aspects of the business. Then they create and oversee the execution of a plan through specific initiatives to meet the objectives of the strategy.
Advertising plan book for a campaign focused on increasing sales for the Five Guys Brand. This book includes a new slogan for the company and research that was conducted in order to appeal to two target audiences, along with media choices within an allocated budget of 18 million dollars.
Five Guys is proposing a digital marketing campaign called "#OneOfTheGuys" on Twitter to increase customer engagement and store visits. The campaign would involve posting secret discount codes on Twitter weekly that customers could say in-store to receive benefits. It would also redesign the Five Guys app and increase their social media presence. The estimated budget is $10.36 million and would result in a $3.14 million revenue gain through higher sales.
This document outlines a media plan for promoting the launch of a new Five Guys location in San Francisco. It identifies the target audience as James, a 33-year-old male Five Guys fan who recently moved to the area from Virginia. The plan proposes generating excitement through social media and paid partnerships. Key strategies include a promotional partnership with Uber to offer Five Guys delivery in the weeks before opening and sponsored content in local publications. The total proposed budget is $2 million to be spent from June 1 to August 1, 2015, with the heaviest spending in the weeks leading up to the July 1 store opening date.
Marketing in the show business a case study about lady gaga s careerAna Pires
This document presents a case study on the marketing career of singer Lady Gaga. It begins with an introduction discussing changes in the music industry with the rise of digital media and analyzing Lady Gaga's success. The study aims to identify the main marketing actions used in Lady Gaga's career. It uses a bibliographic methodology to analyze her trajectory and strategies. The study finds that Lady Gaga uses strategies grounded in marketing theory, such as customer relationships, market segmentation, portfolio strategies, competitive strategies and positioning, to build her brand and career internationally.
The group held a charity drive to raise funds for Children's Wish Society of Malaysia by selling fresh fruits, fruit juices, doughnuts, and other snacks over the course of a week. They raised a total of RM3070, exceeding their goal of RM2500. The group's products were distributed to their booth on campus through daily trips to markets and stores. Profits from food and drink sales as well as sponsorships were donated entirely to the charity. An evaluation found that fresh fruits provided the highest profits and the group learned they could have sold more by starting earlier in the day.
This document provides a summary of research conducted for a local bakery called Angie's Sugar Buzz Bakery. The team conducted surveys of current customers to understand them. They also ran focus groups with high school students to understand the target market. Through this research, they identified key personas for the owner, current customers, and target demographics. They found that women are the primary grocery shoppers and recommend brands to other mothers. The research also uncovered preferences of the target demographics and opportunities to better target women and students. The team developed recommendations based on the research, including improving signage, adding logos to cups for advertising, and providing free Wi-Fi to attract students.
The document discusses the purpose and forms of various media used to promote music. It explains that music videos are short films made to promote songs and grab audience attention, helping to sell music recordings. Cross-media marketing uses multiple media like email, social media and websites to promote products. Websites can be used for e-commerce, entertainment, sharing information or services. Social media makes it easy to connect and share music with others. Synergy combines media to promote music appearing in films or TV shows. Popular music genres discussed include pop, which originated from rock and roll, and examples of popular pop artists are provided.
The document is a sponsorship assignment for an Atlanta music festival called ATL Hustle. It researches four potential sponsor companies and provides details about each. The companies researched are: Red Bull, Coca-Cola, radio station 96.7 The Beat, and local coffee shop Refuge Coffee. For each, the document outlines their connection to the festival, target audience, previous event sponsorships, and any current news that could impact perception. The goal is to secure sponsorships from companies that have strong ties to the festival's music genre, location, and target demographic.
The document discusses several topics related to celebrity and fame, including:
1) The media's focus on celebrities and the psychological reasons the public is fascinated by them, such as wish fulfillment and seeking heroes/role models.
2) The role of publicists in cultivating and capitalizing on celebrities for commercial gain or ego satisfaction. Publicists help build celebrity images and manage crises.
3) Entertainment publicists employ various techniques to promote celebrities and events, from press releases to awards. Their job involves balancing publicity with managing tabloid attention.
Visit Williamsburg PR Agency Request for Proposal - RFPEverythingPR
Exclusively presented by Everything PR, Greater Williamsburg is currently seeking a PR Agency through its latest Request for Proposal (RFP). You can read more about the company and the RFP on the blog at
Panorama da Animação Brasileira - RIo Content MarketAnima Mundi
Este documento apresenta um panorama da animação brasileira, discutindo sua evolução histórica, estrutura de produção, fontes de financiamento e desafios. Apresenta gráficos mostrando o crescimento do público, mídia espontânea e número de filmes inscritos ao longo dos anos. Também discute a distribuição regional das produtoras e os principais catalisadores e gargalos da produção nacional.
Tesslyn Baker is applying for an open position at the hiring company. She has over 15 years of experience in administrative roles, including human resources, data entry, management, and customer service. She believes she would be a great fit for the company due to her strong work ethic, attention to detail, organization skills, and ability to motivate others. Baker highlights her skills in learning quickly, professionalism, teamwork, and communication. She is dedicated to her work and ensuring projects are completed on time.
The document discusses the Minimum Viable Product (MVP) development process, which consists of two stages: product discovery and product delivery. The goal of an MVP is to establish a minimal product that satisfies essential goals and can serve as the foundation for future development. An MVP process brings focus to the core value proposition, reduces rework, and creates transparency and consistency. It allows products to start smaller and iteratively improve through user feedback and marketplace research. The document notes that several of WellCare's teams have now been trained in the MVP process and are applying it to their projects.
This document outlines a proposed qualitative case study examining best practices used by teachers, paraprofessionals, and social workers to help adolescent students with Asperger's Disorder develop effective social skills. The study would combine techniques from narrative therapy, applied behavior analysis, and behavior therapy strategies. It aims to determine the most and least effective approaches by examining professionals' observations and how they create IEPs at six schools in New Jersey.
Este documento describe los diferentes tipos de redes informáticas según su tamaño, privacidad y relación funcional. Explica que las redes se pueden clasificar como PAN, LAN, MAN, WAN según su tamaño geográfico; como Internet, Intranet y Extranet según su privacidad; y como cliente-servidor o P2P según su relación funcional entre los dispositivos.
Places for News: an exploration of context and situated methodsYuval Cohen
Dissertation project completed for MSc Human-Computer Interaction at UCL Interaction Centre (UCLIC). Explores contextual factors that affect news consumption, and technologies that can be used to research them. Supervised in part by the BBC.
This document discusses the development of a video rehabilitation website called www.videoreha.com. It aims to provide rehabilitation programs and video/audio guidance for musculoskeletal injuries and surgeries from home. The website is currently in Phase 1, with basic functionality in Croatian. Future phases aim to redesign the website, expand to other regions/languages, and add features like an online shop. The goal is to provide convenient, customized rehabilitation support without needing to visit a center by focusing on movement-based exercises in open kinetic chains.
Slideshare began in the 1600s as a way to present a series of images and videos on a screen, with each slide displayed for a few seconds before changing. It has since evolved into a global platform used by businesses for lead generation and content marketing. Slideshare allows users to upload presentations and share them publicly, making it a powerful tool for companies to clarify information verbally and engage their target audiences. Many well-organized top brands now use Slideshare to supplement oral presentations with visual content.
The document provides instructions for carriers and customers to complete a Scorecard assessment of logistics services. It outlines the key steps: 1) the carrier completes the Scorecard, 2) submits it to Ralph Lauren, 3) forwards it to the customer, 4) the customer completes the Scorecard with their assessment, and 5) submits it back to Ralph Lauren. It also includes tips for submitting the Scorecard via email and contact information for technical support.
This document provides instructions for creating an email newsletter template in Microsoft Word. It includes steps to:
1. Set up the main table structure with three columns and insert an inner table for content.
2. Add design elements like banners, titles, sections and dividers to the template.
3. Provide tips for sending the template through email and ensuring it displays properly for recipients, such as attaching a PDF version or copying sections as images.
This document provides a marketing plan for transitioning Energy Upgrade California to become the statewide brand and marketing campaign for residential and small business energy management in California from 2013-2014. The plan outlines the following:
1) Establishing Energy Upgrade California as the central brand to motivate consumers to better manage their energy use over time through various programs and services.
2) Launching a new Energy Upgrade California website in 2013 to provide a central resource for consumers to take energy management actions.
3) Conducting research and pilots focused on small business needs to inform their inclusion in the brand and campaign starting in 2015.
4) Coordinating promotion of programs between Energy Upgrade California and utilities/regional energy networks to increase
Apple Country Resorts is one of the best hotels in manali offering you the best accomodations. Check our Manali Tour Packages which are the best among all Manali hotels now
This document provides an overview of research conducted by Accendo Communications for their client, The JAM, a music venue in Gainesville, Florida. The research included focus groups and surveys of The JAM's target audiences to understand brand awareness and perceptions. Key findings included a lack of awareness of The JAM and its events. Recommendations included a campaign with the slogan "Live Music, Your Way" and strategies using social media and major music events to increase awareness and change perceptions by December 31, 2015. The document outlines the research methodology, findings, limitations, and provides a detailed campaign plan and timeline to achieve the client's goals.
Courtney Coleman is a student studying music business who wants to work in digital marketing for music artists. She has 6 years of experience in social media marketing and is building her professional network by joining organizations like AMA. Her goals are to land an entry-level social media job after graduation and eventually start her own digital marketing agency focused on musicians.
Social media, live performances, playlists, and storytelling are effective ways for musicians to promote their music in 2022 according to the article. It recommends using platforms like TikTok, Instagram Reels, and Spotify playlists to reach large audiences. Speaking engagements and concerts help artists directly connect with fans. Crafting compelling stories that detail an artist's influences and process can engage listeners and help music go viral. The article advises musicians to strategically utilize these promotion methods and technology to help their careers in the new year.
Valeria Alvarez is exploring a career in the music business. In the short term, she aims to get a job as an assistant in artist development at Sony Music. Long term, she wants to work as an A&R representative, artist manager, or music business consultant. She is building her portfolio through her studies at Full Sail and hopes to become a GRAMMY U representative. Valeria is analyzing her digital marketing strategy and networking opportunities to help advance her career goals in the music industry.
- Trinity Vintners launched a ready-to-drink sangria in India to tap into the young adult market and introduce them to wine in an accessible way. RGD's packaging design positioned the sangria as a fashionable drink that could be consumed casually. The sangria was a major success, selling over 200,000 bottles.
- The True School of Music in Mumbai aimed to take music education to the next level. RGD developed a brand identity and visual language centered around a circle symbolizing music. The simple yet distinctive brandmark was applied across the school's environments and communications. Enrollment grew significantly.
- Magic Bus mentors underprivileged children through sports activities. RGD helped articulate the nonprofit
Deck presented to college access and education professionals at the Washington College Access Network conference 3-28-12. Content includes how-to's on branding, brand identity, and social media.
The document provides an overview and strategic plan for The Vibe, an online music streaming service. Key points include:
- The Vibe offers free, uninterrupted music streaming and a forum for users to share playlists and original content.
- Goals are to increase social media presence, familiarize the public with The Vibe, and maximize profit opportunities long-term.
- Strategies include maintaining a strong social media presence on Facebook and Twitter to interact with users and spread brand awareness, with a focus on quality over quantity of posts.
- The target market is 16-25 year olds in the US and worldwide who value relationships and use social media frequently.
- Tools like the
The document discusses using social media for extension outreach. It introduces the author, Ashley Andrews, who works in extension. The document provides tips for getting started with social media outreach, including identifying target audiences, choosing platforms, creating and curating content, and promoting posts. It also discusses using Facebook insights to analyze engagement and assess program impacts. The document evaluates the social media performance of different extension programs and calls for improving outreach through collaborative social media efforts.
This document outlines the agenda and sponsor information for the Portada Latam Summit event on June 3, 2015. It includes details on the event website, sponsors at various levels, and the scheduled speakers and presentations. The first presentation from 3:05pm to 3:45pm is titled "Building Brand Leadership in a Disruptive World" and will be given by Jon Suarez Davis from Kellogg Company on their global marketing strategy.
This document discusses audience profiling for media products. It explains that companies profile audiences by considering factors like age, gender, education, income and interests to target specific groups. There are also demographic groups defined by lifestyle and occupation. Psychographics look at personality and behaviors to understand why audiences use different media. The document then profiles the target audience for a music video as younger students seeking new experiences. It plans to promote the video on social media which this audience uses more and create additional media products to further promote the artist.
This document discusses audience profiling for media products. It explains that when creating a product, companies profile audiences by considering factors like age, gender, education, income and interests to target the right demographic. Demographics are broken into groups like professionals, managers and manual workers. Psychographics examine behavior and personality to understand why audiences use media. The document then profiles the target audience for a music video as young students seeking new experiences. It plans to promote the video on social media which this audience uses more and create additional media products to widen awareness of the artist.
Social Media: Jamaica's Answer For Cultural PromotionKemal Brown
A presentation delivered to the JCDC Eastern Regional Executives outlining approaches and insights for using social media as a tool for cultural promotion. Kemal Brown, Digital Consultant.
This document discusses using social media for Cooperative Extension outreach. It begins with introductions from the author, Ashley Andrews, who has worked in Extension since 2006. The document then discusses the challenges Extension faces with work-life balance, limited resources, and burnout. It argues that Extension must adopt social media to continue helping people and justify its existence. It provides tips for getting started with social media outreach, including identifying target audiences, choosing platforms, creating and curating content, and promoting posts. It also shows how to use Facebook insights and analytics to measure outreach impact and assess community needs. In the end, it acknowledges Extension can improve its social media performance and encourages collaboration to better reach out to those who need
This document discusses the aims, target audience, and advertising methods for the Reading Festival poster and videos. The poster aims to attract a youth audience aged 16-29 by featuring popular artists in bright colors. Videos on Facebook announce the festival's return and headliners to generate excitement. The marketing creates buzz around the festival while complying with advertising regulations.
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3. Executive Summary
Founded in 1998, Premium Blend is Ithaca College’s only
all-female acappella group. Although group members change
throughout the years, Premium Blend always focuses on learning
and expressing their fun and talent through various performances.
One of the problems Premium Blend is currently facing is that they
do not have a definite brand identity. With this public relations plan,
JAM Relations seeks to solidify the Premium Blend brand. Brand
recognition will draw more audience members to concerts and will
keep fans coming back for more.
We as a group would like to thank Premium Blend for taking the
time to answer our questions, listen to our ideas, and include us in
practices and meetings to help make this proposal possible. We
hope that even when the group members change, this proposal
helps provide a steady foundation for broadcasting the groups talent
and image.
1
4. Situational Analysis
Premium Blend is Ithaca College’s only all-female a cappella group.
It was founded in 1998 as a larger ensemble, and is now comprised of
18 women. They are dedicated to learning, performing and sharing the
beauty and fun of a cappella music with a wide variety of audiences.
Premium Blend enjoys incorporating many different styles of music into
their sets including rock, folk, choral, pop, and alternative. The group
puts on four main concerts each year.
They also perform around the Ithaca College campus and
community, and each year go on tour to a new location on the East
Coast, working with high schools, middle schools and other college a
cappella groups. Premium Blend is confident with their musical abilities
and performance quality. However, they struggle with creating brand
awareness, communicating to their target audience, and getting people
to come to their concerts. They feel like they lack a concrete brand
identity. One of their goals is being featured on an IC radio station.
Unfortunately, there is no accessable press coverage for Premium
Blend.
2
5. Competitor Analysis
Ithacapella is an all-male a
cappella group. They are very
popular on campus and draw a
large crowd to their concerts. Just
like the other groups on campus,
Ithacappella has a concert on
campus each block.
They have an informative and
engaging website. They are also
very active on social media and
have a Soundcloud, Vine,
YouTube, and Twitter. They also
have their own Wikipedia page
written about them.
Voice Stream is a co-ed
acappella group. Similarly to
Premium Blend, they have a
concert each block. Voice Stream
has a cohesive website with a lot of
information and resources that are
kept updated.
They are active on social
media and have a YouTube,
Twitter, Tumblr, and Facebook. One
of their major
accomplishments was being
featured on mtv.com. They
perform only rock and pop music
and have a definite brand
identity.
3
6. 5
SWOT Analysis
4
Female Empowerment
Music Ability
Color Branding (Teal)
Tours
Performances at high schools
Family Friendly
Songs are on iTunes and Spotify
Walking fine line between
sexy
and professional
Lack of media coverage
Lack of variety in advertising
No website
No definite brand image
Competing acapella groups
Lack of funding
Create website
Undertake promotions
Build brand image and loyalty
Seasonal advertising (holiday)
Many advertising tactics to use
Strengths
Weaknesses
Threats
Opportunities
Many social media outlets to
use
College age students like
7. Primary Research
We sent out a survey about Premium Blend to Ithaca College students and
received 90 replies. Our findings helped us pinpoint specific objectives and
strategies that would be helpful to enhance the Premium Blend brand and gain
popularity. Although over 90% of respondents had heard of Premium Blend, less
than 50% had been to a Premium Blend concert, and only 25% of respondents
follow Premium Blend on social media. When we asked respondents to rank
what specifically would make them want to go to a concert, the majority ranked
the songs as the #1 reason to attend a concert, raising money for charity as #2,
and the setting of the concert as #3. These findings helped lead us to our key
insights on what tactics would be helpful in increasing popularity of the Premium
Blend brand. To review the complete survey findings, refer to the Appendix.
We learned Premium Blend has interesting ideas but are not sure how to
execute them properly in order to gain awareness. For instance, their social
media presence we learned was something that was lacking, yet easily fixable.
This was something we wanted them to make a priority to fix because not only is
it easy to maintain, but it is also free as well so does not take money out of the
budget. We also learned that Premium Blend’s competitors influence their sales,
so collaborating with them would be beneficial. We also thought something that
would give them an edge over other groups would be to have more creative
advertising tactics such as flash mobs, Battle of the Hills, partnerships with CTB,
etc. 5
8. Objectives
The public relations plan for Premium Blend is designed to
achieve the following objectives:
1. Strengthen and enhance brand identity
2. Make everyone on Ithaca’s campus aware that Premium Blend
exists
3. Increase concert attendance
4. Generate Internet and Social Media coverage to gain
awareness
5. Become more involved in the Ithaca community
6
9. Target Audience
We will increase Premium Blend’s brand awareness most
effectively by marketing to specific target audiences who will be most
inclined to attend Premium Blend concerts. This includes Ithaca
College students, faculty, and members of the Ithaca community in
our primary target audience. We did this because it is easiest for
them to attend Premium Blend concerts in terms of proximity. We
included other a cappella groups and audiences Premium Blend
encounters on tour in our secondary audience. Because these
individuals have been exposed to Premium Blend’s performance
quality, they are aware of them as a group, and therefore may be
likely to attend future concerts.
7
10. Primary Audience
Scenario: Nicole is a 19 year old vocal
performance major at Ithaca College.
She enjoys singing karaoke with her
friends and attending concerts on
campus and in the community. Like
most college students, she has a tight
budget, but likes being involved with the
Ithaca music scene.
Ithaca College students; male and female, ages 18 to 22
Ithaca College faculty; male and female, all ages
Families in the Ithaca community with children in grades K-12
8
11. Secondary Audience
Other a cappella
groups in the area
Audiences Premium
Blend encounters
when they go on tour
Scenario: Heather
is a 15 year old at
Lakeland High School
in New Jersey. She
plays field hockey
and is on the bowling
team.
Despite her athletic focus,
she was in chorus in
middle school and enjoys
singing as a hobby and
wants to become more
involved in her
community’s music
scene.
After seeing Premium
Blend perform at a concert
at her school when they
were on tour, Heather was
inspired to join her high
school chorus.
9
12. 10
Strategies
1. Create a logo that is used on all advertisements. We will put this
logo on T-shirts and other merchandise for sale.
2. Use guerilla marketing tactics (like a flash-mob), so students and
faculty get to know the members, and are more inclined to come to
live performances.
3. Have giveaways and contests at concerts. Create hype on social
media and in person about concerts.
4. Build an online community for Ithaca College students that is
engaging and interactive. Create a website, and use all social media
platforms available. Keep these sites updates regularly with new
information and resources.
5. Advertise in different vehicles and in different locations to reach
a wide variety of people in the Ithaca community. Specifically target
families and promote Premium Blend’s family-friendly brand.
13. 11
Tactics
Our key idea for this campaign is to emphasize the phrase
“Teal Appeal.” The tactics in this plan aim to spread awareness of
the Premium Blend brand. One of Premium Blend’s strengths is
their consistent color branding with the color teal. By
embracing the phrase “Teal Appeal” in our campaign, we aim to
pinpoint Premium Blend’s strengths to their target audiences so
they see the group’s true appeal. By the end of this campaign,
our target audiences will have a concrete idea of what the
Premium Blend brand is, and will be motivated to interact with
the brand in person and online. They will see the true
“appeal” of the “teal.”
14. Tactics
Place information about the
group and about the members
on a cohesive, color
coordinated website. Links to
social media pages, recordings,
and videos of performances.
Feature a calendar of events
and upcoming concerts.
Promote fundraising goals,
and show progress while
reaching goals. Promote
repertoire and have polls for
visitors to vote on songs for the
future.
Create a Vine account, a
SnapChat account, and a
Soundcloud account. Keep
these and other existing social
media accounts active and up
to date to gain followers. We
will revamp
existing social media sites
(Twitter, Instagram, Facebook)
to retain existing followers, and
keep them engaged.
Update Social Media & Use
All Social Media Vehicles
Create a website
12
15. Tactics
Have a flash-mob in the Pub or dining hall or other crowded
place on campus to gain awareness. Personally invite students
to concerts so the student body and faculty can get to know the
members on a personal level. Advertise in Intercom and other
outlets on campus, such as The Ithacan, BuzzSaw, Park E-News,
ICTV, and the radio (WICB and VIC).
Use Different Forms of Advertising
13
16. IC More Than Me is an Ithaca
College student organization that
works to raise funds and awareness
for girls’ education in Liberi and
West Africa to keep them out of
prostitution or from working “adult”
jobs.
Both Premium Blend and IC
More Than Me promote female
empowerment. The two
organizations could team up and
organize a benefit concert to help
raise money and awareness for the
cause.
Teal is Premium Blend’s brand
color, and it is also the color for
sexual violence prevention and
awareness.
To help promote this cause
and take a stand for female
empowerment, Premium Blend
could put on a benefit concert to
raise money and awareness for
the cause. The concert should
take place in April, as that is
sexual assault awareness month.
Tactics
Team up with IC More Than Me Benefit Concert
14
17. Promote the hashtag
“IWearTeal. People will be able
to take pictures of themselves
holding signs saying why they
wear teal to fight against sexual
violence.
Premium Blend members
could have a “Teal Reveal”
where they reveal the reasons
why they wear teal, and why
they believe it is important to
fight for female empowerment
and against sexual violence. At
concerts, there could be a
projector displaying the live
tweets with #IWearTeal.
Tactics
#IWearTealBecause…
15
18. When Premium Blend tables
for concerts, they could have
people enter a raffle to win a
prize (such as a T-shirt or other
merchandise). The winner will be
selected at the
concert, thus encouraging
participants to attend the show.
Premium Blend could also give
prizes to anyone who wears teal
to concerts, to promote their color
branding. To promote their
popularity on social media,
Premium Blend could have a
contest where anyone
Sing National Anthem at
Sporting Event Many IC
sporting events do not have
live performances of the
national anthem. This would
expose Premium Blend to
a new audience that may
not be as inclined to go to a
concert.
who “likes” or “follows” one of
their pages gets entered into
the raffle as well.
Tactics
Contests
Sing the National Anthem
16
19. By teaming up with IC
Voicestream and Ithacapella, more
students will be drawn to concerts.
Because students are so busy,
they may not have time to attend
three separate concerts each
block. This also helps the clutter of
advertisements students face.
When many organizations are
tabling for similar events, or
events that are occurring at the
same time, it becomes increasingly
difficult for students to develop
interest in any event in particular.
Tactics
17
Collaborative Concerts and Songs By grouping the concerts
together into one
collaborative concert, or one
collaborative song, fans of all
three groups can come
together for one large, fun, and
energetic concert. Also, when
the three groups pool their
funding, this opens up more
opportunities for attractions at
the concert.
20. These events would be
good for weekend concerts,
where many students would
be downtown or off campus
anyways, looking for fun
things to do.
When the Commons re-open,
Premium Blend could perform
there. This would draw a huge
crowd, as many people from Ithaca
College and the Ithaca community
have been anxiously awaiting the
re-opening of the Commons.
This will spread awareness in
the Ithaca community. Local
families, as well as ithaca students
and staff, will be drawn to concerts
at fun venues and restaurants
downtown.
Tactics
Events and Open Mics
18
21. Premium Blend could hold workshops at local schools or for
students on campus. This would be a great way for Premium
Blend to fundraise, because attendees would pay a small fee to
participate in the workshop. This would offer students and children
a unique chance to learn the basics of a cappella singing or beat
boxing. Ithaca has a huge music and creative arts scene that
students are eager to get involved in. Workshops are a relaxed
and less intimidating way for non-music students to learn, get
involved, and get to know Premium Blend.
Tactics
19
Classes and Workshops
22. Tactics
Sing the National Anthem
“Battle of the Hills”
Many IC sporting events
do not have live performances
of the national anthem. This
would expose Premium Blend
to a new audience that may not
be as inclined to go to a
concert.
Students from both schools
will be drawn to the concert
to check out the opposing
school’s groups in this friendly
competition between the hills.
A collaborative concert with
both Ithaca and Cornell groups
would draw a very large crowd
from both schools. Many Ithaca
students have not seen
Cornell groups, and many
Cornell students have not seen
Ithaca groups.
20
23. Tactics
“Get to Know” the Members Benefit Concerts
By having information on the
members of Premium Blend on
the website and on social
media, followers will be able to
learn about the group on a
personal level.
As viewers learn more
information about each
Premium Blend singer, they will
be more excited to see them
perform live in person. Also
feature stories in Park E-News,
The Ithacan and Buzzsaw on
members and interviews about
upcoming events.
This would engage Ithaca
community members and
families to support the
community by investing in the
local schools. The Premium
Blend brand is family friendly, so
a family-oriented benefit concert
for local schools would attract
many attendees.
Perhaps they could
incorporate a supply drive into
the event, and then share how
much was collected at the end of
the concert.
21
24. By reaching out to future students by performing at Accepted
Students’ Day and orientation, Premium Blend will gain students’
interest before they even come to Ithaca. New students love
getting involved and going to events on campus.
By knowing about Premium Blend before they come to
Ithaca, they will be more inclined to attend concerts when they get
to school. They will want to bring all of their new friends along with
them!
Performing For Future Student
22
Tactics
25. This will enhance the
Premium Blend brand by
collaborating with local
businesses that students love.
Not only will this attract
customers to local businesses,
but they will be intrigued and
eager to taste the “Premium
Blend.”
Pair with a coffee company
and create a blend that can be
bagged and sold while tabling,
proceeds would partially go to
PB and to the chosen
company.
23
Tactics
Partner with CTB
26. Measurement and Evaluation
During the execution and implementation of this campaign,
Premium Blend must continuously monitor its impact on brand
awareness. Tangible ways that Premium Blend can measure the
results of this campaign are listen include:
Looking at changes in concert attendance by monitoring ticket sales per
concert
Seeing how many views on YouTube their songs have
Examining changes in numbers of followers and “likes” on social media
sites
Documenting how many people attended workshops, and the breakdown
of people who attended (i.e., How many Ithaca students went? How
many faculty members went? How many people from the greater Ithaca
community went? What is the general age breakdown of attendees?)
Noting how much press coverage they get on various media outlets (The
Ithacan, ICTV, WICB, VIC)
Look at changes in numbers of downloads their songs get on iTunes
Tracking how many plays their songs have on Spotify
24
29. Agency Biographys
27
Molly Astrove is a sophomore Integrated
Marketing Communications major and Economics
minor from Wellesley, MA. She is a Resident
Assistant and a Leadership Scholar. Molly also
works for a startup company called Campus
Pursuit, which markets local Ithaca businesses.
She is also a choreographer for IC Tap Club. In her
free time she enjoys dancing, singing, running, and
making vegan treats. She hopes to someday live in
a big city and have her own business.
Julia Balsam is a sophomore Integrated Marketing
Communications major from Westchester, NY. She
is involved with PRSSA and Food For Thought. Julia
hopes to work in New York City for a lifestyle Public
Relations agency or a company that deals with global
health issues. Julia looks forward to participating in the
ICNYC program next semester.
30. Agency Biographys
Amanda Bruzzese is a sophomore Integrated
Marketing Communications major with a minor in
Nutrition Promotion and Communication
Management and Design at Ithaca College. Coming
from New Rochelle, NY Amanda hopes to pursue a
career in event management or PR and work in NYC
someday. Currently, Amanda is involved in two
organizations at Ithaca College known as PRSSA
and Food For Thought. Amanda looks forward to
studying abroad in Sydney, Australia in the Spring of
2015.
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Casey Lederman is a sophomore
Integrated Marketing Communications Major At
Ithaca College. She is a member of AAF and
an Intramural Referee. Casey hopes to work in
New York City one day focusing on branding
for popular food companies around the world.
She plans on studying abroad in
London in the spring.
31. Agency Biographys
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Emily Natal is a sophomore Integrated Marketing
Communications major and Journalism minor at
Ithaca College. She is involved as a local and
national member in PRSSA in addition to being an
Office Assistant in the office of Legal Affairs at the
College. Emily plans on studying abroad at Ithaca’s
London campus in the Fall of 2015. In the future,
Emily strives to live in a big city with a job at an
agency that allows to to travel the world.
Amanda Ramsey is a sophomore
Integrated Marketing Communications major and
Writing minor from Stoneham, MA. She is involved
with the PRSSA here at Ithaca College. She plans
on studying abroad at Australia’s University of
Sydney in Spring of 2015. She has a strong
passion for travel and the different cultures of the
world and one day hopes to manage the Public
Relations for an international nonprofit.