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.

2. Forte Public Relations
> Dominic Barbaro > Sarah Fielman
dbarbar1@ithaca.edu sfielma1@ithaca.edu
> Isabel Balla > Alec Nevin
iballa1@ithaca.edu anevin1@ithaca.edu
> Alex Cammy > Alisa Popple
acammy1@ithaca.edu apopple1@ithaca.edu
> Liz Pellegrino
epelleg1@ithaca.edu
> Contact Information

3. 1
Table Of Contents <
2 EXECUTIVE SUMMARY
3 ABOUT THE AGENCY: FORTE PR
4 SITUATION ANALYSIS
5 PRIMARY RESEARCH
6 COMPETITOR RESEARCH
7 SECONDARY RESEARCH
8 SWOT ANALYSIS
9 OBJECTIVES
10 TARGET AUDIENCE
11 TARGET AUDIENCE PROFILES
12 STRATEGIES
13 TACTICS
19 EVALUATION
20 TIMETABLE
21 BUDGET
22 AGENCY BIOS
24 APPENDIX

4. 2
> Executive Summary
Forte PR has been given the incredible opportunity to work with the talented, local a cappella
group Premium Blend. The all-female group is prominent among Ithaca College students, and
has a tremendous amount of opportunity for growth within the Ithaca Community. As we
develop the Premium Blend brand, Forte PR has set forth the overall objectives of creating a
consistent brand image for the group, strengthening their social media and online presence, and
increasing on campus awareness of Premium Blend. While there is certainly competition within
the local a cappella world, Forte PR believes that a successful positioning of Premium Blend as
the premier source of a cappella entertainment within the local Ithaca community is tangible.
To reach these objectives, Forte PR has outlined targeted tactics for the Ithaca community,
promotional events (including a pop-up coffeehouse) to take place on the Ithaca College
Campus, and an overall Premium Blend brand overhaul. The combination of these
recommendations will bring Premium Blend to
the forefront of a cappella entertainment within
the Ithaca Community.
Forte PR is grateful to have Premium Blend as a
client and are thankful for their participation and
openness during this process.
Sincerely,
Premium Blend, Fall Tour 2014

5. 3
ABOUT THE AGENCY <
Forte Public Relations is a boutique public relations agency
located in Ithaca, New York, with a small, focused staff of seven
expert communicators. Interweaving the core practices of public
relations with creative strategy, the agency prides itself on
creating all-encompassing public relations campaigns. Forte PR
is a detail-oriented agency that focuses on the essential needs of
the client. Forte PR offers everything from research and
campaign development, to event planning and execution and
website development to create the
best image and presence of the
client. We take big ideas and turn
them into realities. From
conception to execution we are
dedicated to our clients and
campaigns.

6. 4
> Situation Analysis
Premium Blend, the first ever Ithaca College all women a cappella group is filled with young, smart,
talented women who share a love for singing. The a cappella group has been part of the Ithaca College
community since 1998. The group consists of 14 women from various majors, and backgrounds. They
are known to be fresh, smooth, and can rock the #tealappeal.
The group is well known throughout the Ithaca College campus. Premium Blend puts on four campus-
wide concerts a year, in addition to various private performances, giving members of the Ithaca
community plenty of opportunities to see a show. Each concert sports an unique theme, often times
related to pop culture or holidays associated with the concert dates. Not only does the singing group
perform on Ithaca College’s campus, but they also go on tour. The group holds workshops for middle
and high school students interested in music in various states such as Florida, New York, New Jersey
and Massachusetts. During Ithaca College’s winter break the group embarks on “Wintour”, an intense
touring week that raises awareness and followers for the group outside of the Ithaca community.
Premium Blend has been mentioned locally, in newspapers such as The Ithacan and has steady followers
on Twitter, Facebook, and Instagram. Their music can also be heard on YouTube and Spotify. In addition
the group sells CDs of their music.
The women of Premium Blend have a vested interest in supporting local charities and clubs on campus.
While they haven’t currently acted on this, they hope to work with causes that focus on women
empowerment.
The talented group has a decent presence within the Ithaca College community, however, there is
always room for improvement and growth. At Forte PR we are excited to be working with Premium
Blend and are looking forward to the opportunity to expand their horizons and allow the greater
community to hear their voices.
THE CURRENT SITUATION: WHAT’S GOING ON?

7. 5
Primary Research <
Based on primary research conducted by Forte PR, a survey was presented
to Ithaca College students to gather insight and information regarding
awareness of Premium Blend. More than 50 members of the Ithaca College
community took the survey.
90% of respondents were aware of Premium Blend, but only 49% of those
survey takers have actually attended a concert/performance. 88% of the
respondents attend a cappella concerts primarily for the actual music. When
asked if the respondents followed any of the a cappella groups on any social
media platforms, 58% replied that they do not follow any of the three groups
on campus and only 22% follow Premium Blend.
After analyzing the results of the survey provided to Ithaca College students,
Forte PR determined there was a need to raise awareness of Premium Blend’s
music and the group’s events.
See Appendix (page 25) for the survey and survey results.

8. 6
> Competitor Analysis
Ithacappella, an all-male a
cappella group based in Ithaca,
NY has a large following among
the Ithaca College Community.
With over 2,500 followers on
Twitter, and a following of over
5,000 on Facebook, Ithacappella
is well regarded locally. The
group is branded strongly, and
heavily markets their all-male
members through the tagline “All
MALE. ALL A CAPPELLA. ALL THE
TIME.” The groups website
ithacappella.com is live, active,
and regularly updated.
IC Voicestream is a
mixed gender a cappella
group based in Ithaca,
NY. The 12 year old group
has a moderate local
following, including a
social media following of
over 1,200 on Facebook
and 400 on Twitter. While
the group does have a
live website, it is currently
inactive.
Pentatonix is generally
considered one of the most
popular a cappella groups on
the current market. This five
person, Texas based group has
a worldwide following that
includes a social media
following of over 1.75 million
people on Facebook and an
active Twitter account with
396,000 followers. The group
won the 3rd season of NBC’s
The Sing Off, has gone on
international tours , and has
released 3 full studio albums,
with their most recent album
That’s Christmas to Me peaking
at # 7 on the Billboard’s 200
bestselling chart.

9. 7
Secondary Research <
Secondary research was utilized to determine the objectives, strategies, and tactics
of our public relations campaign for Ithaca College’s Premium Blend.
Research has concluded that the primary competitors to Premium Blend are Ithacappella, and
IC Voicestream, two local a cappella groups which market themselves to not only Ithaca
College but to many parts of New York State as well as other states within the country. The
main advantage Premium Blend has over its competitors is it’s all-female member makeup.
Both Ithacappella and Voicestream have men within their groups which is can act as
disadvantage when focusing on audiences who would find an all female a cappella group
more interesting. Currently Premium Blend’s main disadvantages include an underdeveloped
Twitter and YouTube page. These pages lack the consistency of their competitors.
According to a recent article in IMC News, Premium Blend just gained a new Communications
officer in early September 2014 (Flowers, 2014, para. 1). Rosalyn Moisan, the new
Communications officer, brings new advertising and re-branding experience to the group this
year through improvements with the groups Facebook, Twitter and Instagram pages
(Flowers, 2014, para.2). Rosalyn and Justine Gray, the group’s Public Relations Director, are
also in charge of the group’s Thanksgiving break tour. This tour funds the recording of the
group’s albums as well as for the technical aspects of their concerts (Flowers, 2014, para. 3).
Overall, Premium Blend has received fairly little media coverage since the group’s conception.
This has resulted in low visibility for the group. With this in mind, Premium Blend still has a
fairly strong following at Ithaca College and, with an improvements in their social media
outlets, can expand their target market even further.
http://www.ithaca.edu/rhp/programs/imc/news/imcs-rosalyn-
moisan-gains-advertising-experience-with-premium-
blend-38543/#.VGf-VPnF9Q4

10. 8
> SWOT Analysis
Threats:
Not the only a cappella group
on campus
Ithacappella’s following
No money made by having
concerts at Emerson Suites
Surrounding colleges and
universities a cappella group
A cappella being a fad
Opportunities:
Joining forces with a female
empowerment organization and throwing
a charity concert
Working with other a cappella groups on
campus
Gaining a stable audience who will
support the group
Going on tour
Working with local schools
Selling merchandise to raise money for
the group
Strengths
A recognized organization on
the Ithaca College Campus
A talented group of singers
Involvement with charities and
other campus organizations
Presence of multiple social
media formats
Strong vision for women
empowerment
Weaknesses:
Lacking a website
Social media postings are infrequent
Lack of brand consistency
Not a big audience following
Poor video quality of performances

11. 9
Objectives <
This public relations plan for Premium Blend is
designed to achieve the following objectives:
To increase awareness of Premium Blend as a primary entertainment option on
the Ithaca College campus.
Ithaca College is an institution known for its entertainment options and performing arts.
From mainstage theatre productions to concerts and recitals, Ithaca has entertainment at
its core. We aim to position Premium Blend as the go-to choice for an a cappella
performance and generate a greater recognition of the group.
To increase Facebook likes, Twitter followers, YouTube viewers, and website
traffic by 100%.
Forte PR aims to make social media a more prominent part of the media mix. We will
develop an effective social media campaign for the group highlighting their strengths,
talents, and event promotion in order to increase social media presence and following.
To develop a consistent brand image and voice.
Because Premium Blend is one of three a cappella groups on Ithaca College’s campus, we
aim to build a consistent brand image for Premium Blend, differentiating them from other
organizations on campus. We plan to promote Premium Blend as an empowering,
talented, and positive all-female group.
1
2
3

12. 10
> Target Audiences
Target Region: Ithaca College and the Ithaca community
Ithaca College students and the Ithaca Community are most
likely to support Premium Blend and their endeavors.
Ithaca College students are always looking for fun ways
to get involved on campus and have a high interest in
the arts. Ithaca College has a great connection with
Ithaca community members. The Ithaca community
is actively involved in Ithaca College and looks to
the college to provide high levels of entertainment.
Ithaca is a hub for music obsessed individuals who are
always looking for new music entertainment. This audience
ranges from high school students, through recent post-
graduate students, to music loving adults and elderly
people. Ithaca is also a very progressive community that
strives for female-empowerment. Premium Blend’s all
female group stands as good role
models for the communities
female youth.
WHO WILL RECEIVE OUR MESSAGES?

13. 11
Target Audience Profiles <
The Music Obsessed
Jonathan Malts
Meet Jonathan Malts. Jonathan Is a 37
year old manager at a local winery in
Tompkins County. Jonathan has lived in
Ithaca his entire life and is an avid fan of
music, especially a cappella music.
Jonathan has spent the past 7 years
going to concerts at both Ithaca and
Cornell. Jonathan has attended
Ithacappella concerts in the past and has
recently began to attend Premium Blend
concerts as his daughter Ava has began
to mature. Jonathan’s daughter Ava is
11 years old and loves watching
Premium Blend perform. They always
sing his daughters favorite pop songs
while adding their own unique twist.
Premium Blend provides Jonathan with
an entertaining experience that doubles
as bonding time between his daughter
and himself. The group allows for
Jonathan to spend time with his
daughter and share their common
interest of music.
Freshman/New Students
Beth Washington
Meet Beth Washington. Beth is
an 18 year old freshman at
Ithaca College who majors in
Television Radio. When she
isn’t busy doing homework, or
finding out about new clubs
on campus, she loves
attending productions put on
by the students of Ithaca
college. The Premium Blend
concerts are always fun and
Beth enjoys listening to the
wide range of songs
performed. Beth also likes the
Premium Blend concerts
because it is way for her and
her friends to do something
different on a weekday or
weekend.
Female Empowered
Stacey Carney
Meet Stacey Carney. Stacey is a 20
year old Politics major student at
Ithaca College. Stacey supports
many female empowerment
movements and is a member of
the group Girls for a Change, a
national organization that
empowers girls to make social
change. Stacey was trying to find
ways to support all women groups
on campus and found the a
cappella group Premium Blend.
Stacey is a follower and attendee
of Premium Blend concerts
because they are an all female
group and are trying to build
connections with other
organizations that promote women
confidence and self esteem.

14. 12
> Strategies
As a performing group, concert attendance is an
important and necessary to the overall success of
Premium Blend. While the group doesn’t typically
profit out of their concert attendance, high
attendance creates positive morale among the
members and generates local enthusiasm for the
group. High concert attendance also lends itself to
increased merchandise and visibility for the group.
1. Motivate people to attend Premium
Blend concerts and events
For any organization it is important to have a
strong social media presence and engage their
target audience and Premium Blend is no
exception. While the group has accounts on many
social media platforms however, the posting is
irregular and they are lacking a fully updated and
functional website. The end goal for Premium
Blend’s social media presence is for them to be a
one stop shop for all things Premium Blend.
Premium Blend needs a professional and consistent
brand. Distributing promotional materials containing
this brand revamp, will alert the public of the positive
changes within the group while acting as a great
resource for gaining on-campus recognition, which in
turn will positively affect concert attendance and
merchandise sales.
Premium Blend’s main audience exists within the
Ithaca College community. It is imperative to connect
with these students through pop up events, utilization
of on campus resources and targeted social media.
Making strong, positive connections with Ithaca
College students will allow Premium Blend to become
a go-to source for local on campus entertainment.
Premium Blend has made it a point to not only be
Ithaca’s only all female a cappella group but also a
force of female empowerment. They are involved with
schools, charities, and other organization both in and
outside on the Ithaca Community. Premium Blend has
been doing these things from their start yet not many
people know about their impact and they deserve to be
put in the spotlight. Cultivating positive associations
with Premium Blend won’t be too difficult because they
already do so many positive things for the community.
2. Increase social media presence and
engagement with projected target audience
3. Distribute promotional material
4. Increase on campus awareness
5. Cultivate positive associations
with Premium Blend

15. Tactics <
Pop-Up Coffee Cart
A pop-up coffee cart would be created and located in Campus Center outside Emerson Suites. This pop-up
coffee cart would be stocked by donations from Gimme! Coffee, a locally recognized brand, and would be run
by members of the group. This would be a few hours a day for a few days or a week before an upcoming
concert day. This will allow Premium Blend to get the attention they need in addition to their posters and
other promotional efforts that are put into effect before their events. We also suggest that the group perform
their music while the coffee cart is open to further promote and gain familiarity with their sound.
See Appendix (page 26) for a mock up of the Pop-Up Coffee Cart at Campus Center.
Joint Concerts (Touch Tones mixer, hosting an invitational)
Another suggestion to motivate people to attend Premium Blend concerts and events, is for the group to host
joint concerts. This can involve the groups on campus such as Ithacappella and IC Voicestream, or even
groups on the other side of the hill at Cornell, like the Touch Tones—Cornell’s all female a cappella group.
This tactic will motivate people to attend the event because it adds an element of something new- maybe
new collaborations, the idea of a competition where girl power conquers, or simply experiencing a different
group’s style. Then, when audience members find they enjoyed the music from all of the groups, Forte PR
hopes they would feel excited to see what the group has planned next and would attend more concerts in
the future. If allowed by the college, these events will be held later in the Spring semester when students
need a break from the craziness and stress of the last month of the semester.
See Appendix (page 27) for a sample poster for the event and suggestions on how to market it.
13
Strategy 1: Motivate people to attend
Premium Blend concerts and events

16. 14
> Tactics
WEBSITE DEVELOPMENT
Premium Blend recently released an active website. The website provides an aesthetically pleasing
online presence with information on events/concerts, samples of the group’s music, and photos of
performances. The interactive website will help the group to engage with their followers and act as a
platform for information and details regarding Premium Blend. The website also includes bios of each
of the Premium Blend members to create a more transparent image. We still believe there is room
for improvement: we suggest providing a more cohesive theme and design that coincides with of the
overall brand image of Premium Blend, while integrating the newly, Forte PR, created logos (see
Appendix page 28) for Premium Blend within the site.
YOUTUBE
Premium Blend has an active YouTube account. However, there is always room for improvement. We
suggest more consistent uploads and teasers to upcoming events and concerts. Premium Blend
could also create an opportunity to
post videos teaching their loyal fans
and followers on how they create
their music, how they choose songs,
and build the parts to create
beautiful a cappella sound.
Strategy 2: Increase social media presence and
engagement with projected target audience
Premium Blend Fall Tour 2014

17. 15
Tactics <
FACEBOOK
Currently, the Premium Blend Facebook page has over 1,000 ‘likes’. However, posts created by the group are
inconsistent and mostly surround concert events, additionally there isn’t much interaction on the posts. Forte
PR would create a more interactive Facebook page with more consistent postings that actively promote
events, concerts, in addition to introducing the followers to the members of the group. The display pictures
that are currently being used are fairly dark. We suggest to include brighter images to engage the followers
and create a consistent message with the other social media platforms.
TWITTER
Premium Blends current Twitter page has a little over 600 followers. We encourage Premium Blend to post
unique posts on Twitter that mirror Facebook posts, but do not necessarily direct users to the Facebook site.
Twitter can be used to post quick quips about the group, snapshots of the group practicing, and teasers to
upcoming performances. We suggest that the group use Twitter to engage with users to create a consistent
voice. We recommend using the hashtag #tealappeal on all social media posts. Then as a concert
approaches, the week before post every day to corresponding themes for the days.
We also suggest that the photos on the Twitter page mirror the photos on the Facebook page as to create a
consistent image. See Appendix (pages 29-30) for more social media post and image suggestions.
Strategy 2: Increase social media presence and
engagement with projected target audience
These will be the theme posts to be mirrored on both Facebook and Twitter leading up to a concert:
Music Monday- Post a song or a clip for what’s to come at the concert
Takeover Tuesday- Feature either a new member of the group, one of your
soloists, or executive board members
Wild Wednesday- Ask followers what wild mashups the group might want to
perform at future concerts, and reveal the decided mashup and who it was from at
the concert later on in the week
Throwback Thursday- Post something iconic of the group’s past such as a clip from
previous concerts, pictures from the tour, or times when the group joined with other
organizations on campus
Fresh Friday- Amp up the excitement and reveal the title of one fresh new song to
be performed at upcoming concert

18. 16
> Tactics
Premium Blend Coffee Sleeves for Campus Cafes
The name Premium Blend has the obvious nuance of coffee attached to it. Since Premium Blend is branded by
the color teal, Forte PR thought creating #tealappeal coffee sleeves would be an effective tactic for the group
gain attention outside of the music realm. These sleeves will be distributed to all of the coffee purchase locations
on campus during midterms week, a time where students could really go for a coffee break. The next concert
date would be printed on the sleeve along with the logo and the groups tagline, as a reminder to the buyer that
Premium Blend’s block concert is coming up.
See Appendix (page 31) for a mock up of the coffee sleeve.
Merchandise (shirts, CDs, travel mugs)
To gain further exposure for the brand name and what the group does, Forte PR suggests designing and selling
more merchandise. This tactic will allow the group to creatively get itself out there in a more tangible way that
expands their brand further than the concert. While T-shirts and CDs are a very effective way to market a
musical group, because of the group’s name, a creative idea for merchandise would be to also sell Premium
Blend travel mugs. These mugs would have the group’s logo, tagline, and some links to their social media.
Selling travel mugs allows the group to stand out from other groups distributing merchandise on campus
because a travel mug is an object someone can use every day. The merchandise can be sold at concerts, when
the group is tabling before a concert or event, and when the group is hosting special events outside of their
concerts (i.e. - the pop-up coffee shop).
See Appendix (page 32) for mockup designs of the T-Shirts and the Travel Mugs.
Strategy 3: Distribute promotional material

19. 17
Tactics <
Press Night Meet & Greet
For each of Premium Blend’s upcoming concerts, we plan to host a Press Night Meet & Greet. This event will be
hosted at the Ithaca College Pub where there will be free food, Premium Blend’s coffee, and merchandise
giveaways. At this event, Premium Blend will announce the concert dates for the season and will sing a few songs
from their new album. Various local businesses and organizations will also invited to this event to encourage
future collaboration between Premium Blend and the community (and encourage trade agreements for
advertising and more). These journalists and businesses will receive special Press Kits (CD, page describing CD
soloists the group group, background, inspiration for CD title and cover art, advertisement for upcoming event,
small merchandise, price guide for merchandise, press release introducing and describing upcoming events,
reviews, and a letter of introduction from group thanking the business.)
See Appendix (page 33) for a sample press release.
Switch Up the Blends
In order to raise awareness for the group, Forte PR suggest changing the name of a coffee blend sold at the
various locations on campus to Premium Blend. Having a signature coffee blend will help raise awareness of when
concerts and event involving Premium Blend are happening. This would be timed with the distribution of the
coffee sleeves to colleges various places to purchase coffee. If the particular blend becomes popular among
students who visit any of the on campus cafes, the school could make it a permanent coffee option in the cafes.
Ithaca College’s Instagram
Premium Blend would take over the Ithaca College Instagram one of the installments of #HowISeeIC. This would
allow Ithaca College Instagram followers a behind the scenes look of a day in the life of a Premium Blend
member. The take over would start in the morning and continue until night time. It would be preferable if the
takeover occurred on day when Premium Blend has a concert or in the days leading up to it. It can feature the
group as a whole or an individual member.
Strategy 4: Increase on campus awareness

20. 18
> Tactics
Breast Cancer Concert
Forte PR feels strongly about teaming up with charitable organizations in order to establish a
philanthropic brand identity for Premium Blend. Because Premium Blend focuses on being strong,
empowering women, we suggest the a cappella group does a benefit concert in October to support
Susan G. Komen’s efforts to fund research and find a cure as well as educate women on how to
detect and prevent breast cancer. We believe hosting this concert would create a positive image for
Premium Blend.
Teal = Ovarian Cancer
Premium Blend is branded with the color teal. Upon further research, Forte PR found that
teal ribbons are associated with ovarian cancer awareness. Forte PR recommends that
Premium Blend positions themselves as strong supporters of this cause because it aligns
with their branding of being strong, empowering women. This opportunity would also allow
the group to engage and interact with the Ithaca College community and encourage their
fans and followers to educate themselves on women’s health.
Sunday, March 8: International Women’s Day 2015
Sunday, March 8, 2015 is International Women’s Day. Forte PR recommends that
Premium Blend creates a campaign surrounding this day in order to further penetrate
community engagement and build their image as a strong female group on Ithaca
College’s campus. We suggest doing a white-board campaign where members of
Premium Blend connect with members of the Ithaca College campus and discuss all of
the wonderful attributes associated with women and why it is important to celebrate
and encourage women of all ages.
Strategy 5: Cultivate positive
associations with Premium Blend

21. 19
Measurement/Evaluation <
Social Media Involvement
The number of ‘likes’ on Facebook, followers on Twitter, and views on
YouTube will be tracked to evaluate changes in social media involvement.
Website Traffic
Forte PR will be able to evaluate the level of interest in the group based
on the amount of time spent on the website and additional sites visited
through the website.
Attendance At Concerts
We will evaluate attendance at concerts before and after tactics are put
into place.
Merchandise Sold
We will compare the amount of inventory sold before and after tactics are
put into place.
Comment Cards/Surveys at Concerts
By offering the chance to complete a survey after concerts with the
incentive of winning a fan pack that includes a traveler mug, t-shirt, and
CD, we will be able to gauge audience satisfaction.
>>
>>
>>
>>
>>

22. 20
> Timetable
Spring'Semester'2015 Summer'2015 Fall'Semester'2015
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Facebook
Twi;er
YouTube
Merchandise
BlockAConcerts
PopDUpACoffeeACart
PressANight
PressAKitADistribuHon
JointAConcerts
CharityACollaboraHons
Spring 2015
January: Launch social media campaigns on all platforms (Facebook, Twitter, and YouTube), sell merchandise before and during concert at Agava, host a press night
and distribute press kits prior to Agava event February: Continue social media campaigns, promote and sell merchandise before block 3 concert, pop-up coffee cart
with Premium Blend coffee to promote block 3 concert March: Social media, promotional coffee sleeves, sell merchandise at International Women’s day concert
(March 8) April: Focus on social media May: Social media, promote joint concert, sell merchandise at the concert and prior to the event to promote the concert.
Summer 2015
June: Focus on social media
July: Focus on social media
Fall 2015
August: Social media, promote and sell merchandise while promoting for a back-to-school joint concert.
September: Social media, press night distributing press kits prior October concerts. October: Social media,
promote and sell merchandise, pop-up coffee cart with Premium Blend coffee promoting Breast Cancer
awareness benefit concert. November: Social media, promote and sell merchandise, press kit distribution
promoting November tour and December concerts. December: Social media, promote and sell merchandise
promoting December concert.

23. 21
Budget <Item Individual Quantity Individual Price Total Cost
CD Case 1 Pkg of 200 $36.90 $36.90
CD 2 Pkgs of 100 $26.00 $52.00
Coffee Sleeve 400 $0.47 $188.00
Print Shop
Estimate $20.00
T-Shirt 150 $8.90 $1,348.50
Travel Mug 100 $3.50 $353.00
TOTAL $2,178.40
CDs: Premium Blend would purchase the
materials and burn their own CDs. These
can be purchased at merchandise tables
when set up at events, for the group to get
their music out there, and to make a profit.
Suggested selling of price of $5.00 per CD.
Total Cost: $88.99
Coffee Sleeves: These sleeves are priced
at $0.47 each and are available in either
White or Brown cardboard. The logo for the
group would be placed on one side, and all
concert dates would be placed on the other.
This way they can be used at any point in
the school year.
Total Cost: $188.00
Print Shop Estimate: Using the print shop on campus is a relatively inexpensive way to have nicely produced materials.
We estimate that most of the costs for the print shop will be from printing posters, press kits, and cover art for CDs.
Total Cost: $200.00
T-Shirts: Using vistaprint.com, Premium Blend will send T-Shirt designs in with their logo and tagline. The order will be
150 classic tees priced at $8.99 each. Suggested selling price of $12.00 per shirt.
Total Cost: $1,348.50
Travel Mugs: These travel mugs are stainless steel tumblers with aqua trim for $3.53 each. This product will only have
the group’s logo as something simple that can be reproduced any academic year. Suggested selling price $8.00.
Total Cost: $353.00
Promotion Possibility: Create t-shirt and travel mug bundles as a special promotion and slightly decrease the price
from the two of them combined. Suggested selling price $16.00

24. 22
> Agency Bios
ISABEL BALLA
Isabel is a junior Integrated
Marketing Communications
major from Springfield,
Missouri. She is involved both
on campus and in the Ithaca
community. She volunteers at
South Hill Elementary and
Ithaca High School, as well as
Longview Senior Community. On
campus, she is involved with
ICMSA, which aims to raise
awareness for Muscular
Sclerosis. Isabel will be studying
in New York City during the
Spring 2015 semester and aims
to pursue an internship in
fashion marketing. Isabel loves
to listen to Beyonce!
DOMINIC BARBARO
Dominic is a senior Theatre Arts
Management major with minors in
Integrated Marketing
Communications and Business.
Originally from Erie, Pennsylvania,
Dominic grew up close to music by
performing at many local theatres.
Dominic has interned with general
managers, company managers, and
producers of successful theatrical
enterprises including: Wicked, Peter
and the Starcatcher, If/Then, Sister
Act, Bring it On: The Musical, The
Woman in Black, An Inspector Calls,
and The VAULT Festival London.
Dominic hopes to begin a career in
entertainment management upon
graduation and may work in
marketing communications. He
hopes to someday move back to
London, UK where he recently spent
a semester abroad and, therefore,
loves to listen to anyone British!
ALEX CAMMY
Alex is a junior Television and
Radio major with a minor in
Integrated Marketing
Communications. Alex is proud to
hail from the Garden State, New
Jersey. He loves all things related
to Oprah and hopes to one day
influence public opinion through
mass media. In his journey to
become the next Oprah Alex has
worked at MTV, and currently
hosts the hit late-night talk show
“After Hours with Alex Cammy”.
When he isn’t stalking Oprah on
Instagram he can be found
watching every city of The Real
Housewives. Alex is an avid runner
and tries to keep a healthy
lifestyle, and loves to listen to
Susan Boyle!

25. 23
Agency Bios <
SARAH FIELMAN
Sarah is a sophomore
Integrated Marketing
Communications major
from Albany, New York.
She loves to spend her
days surrounded by
friends and loves to
explore the Ithaca area.
When she isn’t baking
up delicious treats for
friends she can be found
updating her Twitter and
Instagram feed with her
latest and greatest
creation. She is
planning on getting out
of the cold and studying
in LA for a semester and
is excited to jumpstart
her career in
communications! Sarah
loves to listen to
Christina Perri!
LIZ PELLEGRINO
Liz is a junior Television
Radio major with a
concentration in
Scriptwriting and minors in
Integrated Marketing
Communications and
African Diaspora. She is
from Buffalo, New York and
likes Buffalo hot sauce, a
lot. Liz loves to run, watch
television and hang out
with friends. Liz is excited
to be studying in Los
Angeles this spring
semester. She doesn’t have
a favorite song, but really
likes Hunger of The Pines
by Alt-J at the moment, and
usually listens to songs on
repeat.
ALISA POPPLE
Alisa is a junior Integrated
Marketing Communications
major from Merrick, New
York. She is a member of
both the Public Relations
Student Society of America
and the American
Marketing Association on
campus. During any spare
time she has, she is either
hanging out with friends
and family, painting,
attempting to teach herself
guitar, rereading the Harry
Potter series, or
rewatching the Grey’s
Anatomy series. Alisa will
be studying in New York
City during the Spring
2015 semester. Alisa loves
to listen to Florence and
the Machine.
ALEC NEVIN
Alec is a sophomore
Integrated Marketing
Communications major
from Rochester, New
York. Alec is fan of film
and television and an avid
gym attendant. Alec plans
to study abroad in L.A.
where he can further
learn the different aspects
of communications and
expand on his skills to
gain some real work
experience before
graduation. Alec
thoroughly enjoys
listening to Nicki Minaj.

26. 24
> APPENDIX
25 SURVEY QUESTIONS AND RESULTS
26 POP UP COFFEE CART MOCK UP
27 JOINT CONCERT POSTER DESIGN MOCK UP
28 WEBSITE SUGGESTIONS
29 SOCIAL MEDIA SUGGESTIONS
31 COFFEE SLEEVE MOCK UP
32 T-SHIRT/COFFEE MUG MOCK UPS
33 SAMPLE PRESS RELEASE

27. 25
> APPENDIX ASURVEY QUESTIONS AND RESULTS

28. 26
> APPENDIX BPOP UP COFFEE SHOP MOCK UP

29. 27
> APPENDIX CJOINT CONCERT POSTER MOCK UP

30. 28
> APPENDIX DWEBSITE SUGGESTIONS
add new logo and black
bar for better readability
and brand consistency
Spend time with SEO (search engine optimization) to bring
website higher on search engines. Use keywords, link back to
yourself on all social media platforms, enhance sitemap, ALT
tags on images, link to credible websites… etc.

31. 29
> APPENDIX ESOCIAL MEDIA MAKEOVER - FACEBOOK
Add new logo for consistency and link to new
website for SEO improvements.

32. 30
> APPENDIX FTWITTER MOCKUP / SOCIAL MEDIA TIPS
Five Tips for Better Social Media
1.Always provide photos whenever
possible. Photos capture attention
and interaction more than plain text
does.
2. To reach the market, post
frequently, specifically around times
when there are major concerts or
events to pique interest.
3. Interact with fans and followers.
Reply to their comments and
support. Fans love being recognized
and appreciated!
4. Make posts on Twitter specific to
Twitter and Facebook posts unique
to the Facebook audience.
5. Have fun with posts, this shows
your audience that you are
transparent and just like them!
Add new logo and a dynamic picture during a
show to be consistent with other online presences.

33. 31
> APPENDIX FCOFFEE SLEEVE MOCK UP

34. 32
> APPENDIX GT-SHIRT AND COFFEE MUG MOCK UPS
T-Shirts will be simple and
the new teal blended logo will
pop on a black background.
Premium Blend’s tagline will be
prominent on the back of the t-shirt
and help create iconic merchandise
for the group.
Travel mugs will be
designed consistently
with the t-shirts

35. 33
> APPENDIX HSAMPLE PRESS RELEASE
PRESS RELEASE
Ithaca, N.Y. — April 10th, 2015 — On April 9th, 2015 Premium Blend, Ithaca College’s all female a cappella group will host a
benefit concert for the Cancer Resource Center for the Finger Lakes Region. All the proceeds of this concert will benefit the Cancer
Resource Center for the Finger Lakes Region.
Premium Blend, a well known a cappella group on the Ithaca College campus will host the benefit concert on the Ithaca College
Campus. This concert will not be the first benefit concert that the group has put on at the college, other organizations that have
seen the philanthropic efforts of Premium Blend are She’s the First, More than Me, Tunes for Tay, among others.
The group took advantage of their #TealAppeal slogan and decided to show support for the teal cancer ribbon and it’s association
with ovarian cancer. The American Cancer Society estimates that there will be over 22,000 new cases of ovarian cancer diagnosed
this year and that more than 15,000 women will die from ovarian cancer this year. Premium Blend wants to take a local approach
to this issue and raise money and awareness for a resource for women in the area. The Cancer Resource Center of the Finger
Lakes Region offers face-to-face comfort and assistance during a stressful time, supportive environment that lets you catch your
breath and get your bearings and a community for people with cancer and their loved ones.
About Premium Blend
Premium Blend is Ithaca College’s only all-female a cappella group. Founded in 1998 as a larger ensemble, the group is now
comprised of 14 women dedicated to learning, performing and sharing the beauty and fun of a cappella music with a wide variety
of audiences. The group enjoys exploring many different styles, incorporating rock, folk, choral and alternative music into their sets
as well as current pop hits off the radio. In addition to putting on four full-length concerts each year, Premium Blend performs
extensively around the Ithaca College campus and community, and each year conducts a tour to a new location on the East Coast,
working with high schools, middle schools and other college a cappella groups. Over the years, the group has produced several
albums, competed in the International Championship of Collegiate A Cappella, and received a nomination for the Best Female
Collegiate Arrangement award from the Contemporary A Cappella Society for their version of “If You Could Only See,” featured on
their latest album, “Ten.”
About the Cancer Resource Center
The Cancer Resource Center of the Finger Lakes Region is a local non-profit organization serving individuals in
and around Tompkins County. They depend on the support of the community through individual and corporate
donations and through events like the Walkathon and 5K held every October.