Triple Threat Consulting has conducted research on their client Brookton's Market. Brookton's is a small organic grocery store in Brooktondale, NY that also serves prepared foods. Through a SWOT analysis, they identified strengths like their community focus, and weaknesses such as being perceived as expensive. Their main audiences are local residents, especially families, but they want to target lower income families, college students, and those in nearby towns. Triple Threat created strategies around social media, community events, and promotions to help Brookton's improve and attract new customers.
Brookton's Market Strategic Public Relations PlanGlennTobey1
Triple Threat Consulting Agency has conducted research on their client, Brookton's Market, a local organic grocery store in Brooktondale, NY. Through interviews, observations, and demographic research, they identified Brookton's main audiences as families in the local community, including those with lower incomes. They also see opportunities to target college students and those in neighboring towns. Triple Threat analyzed Brookton's strengths like its community focus, as well as weaknesses like its perception as overpriced. They researched competitors like Greenstar and Trader Joe's successful strategies to help inform their recommendations for Brookton's.
Kilroy's at the Dunnkirk Public Relations ReportMiranda Haryanto
• Developed a Public Relations Research Plan that will take Kilroy's at the Dunnkirk situation under consideration.
• Identified areas that CKAMM PR determined require definition and delineate them in order
to help CKAMM PR client move toward an overall goal.
Describes the process one (two time) Tom Lantos Innovation in Community Service Awards winner went through to apply for and complete a successful project.
This document provides an executive summary and research brief for an ethnographic study conducted on Bello Mundo Cafe. The summary identifies that the goal of the research was to strengthen Bello Mundo's brand and enhance its atmosphere as a community gathering place. The research team conducted observations, interviews, and a questionnaire to understand what drives customers to choose Bello Mundo over competitors and what experience customers want from a cafe. The research revealed three consistent themes - Bello Mundo feels like a home away from home, believes in quality over quantity, and encourages unique connections over coffee. Based on these insights, the team developed recommendations including adding comfortable seating, rearranging the community space, implementing a "Pay it Forward" program,
Sam’s club’s vp sees need for industry sourcing standardsSherry Huang
Industry work toward creating responsible sourcing standards is a major priority for the new chairman of the Produce Marketing Association board of directors.
This document provides a public relations proposal from the agency Prescribed PR for their client On the Street Pitas. Prescribed PR is a PR firm founded by six Ithaca College graduates. Their proposal outlines a "Clear and Fresh" campaign to promote On the Street Pitas as the go-to restaurant for fast, fresh, and healthy food in Ithaca. The proposal includes a situation analysis of the client, objectives and strategies for the campaign, as well as tactics, measurements, timetable and budget. Prescribed PR identifies increasing brand awareness as a key goal of the campaign to help On the Street Pitas compete against other restaurants in the area.
This document summarizes a group project run by 5 students to raise funds for a local charity through a fruit stall on campus. It discusses the objectives, products sold, pricing, competition, strategies, and sponsors. The group's stall sold fresh fruits, grapes with toppings, and drinks. Pricing aimed to earn a 200-400% profit margin. Their main competitors sold ice cream and pasta. Strategies included promoting products outside the stall and targeting different customer groups. Sponsors provided cash donations which the group exchanged for fruit products to compensate for their support. The group met their objective of raising over $2500 for the Ebenezer Home charity.
In this hypothetical project, we have been hired by Voodoo Doughnut to create a media plan. Our media group, BrandAid collaborated to create media recommendations for the Voodoo media business as they expand their fun and distinctive business in Madison, WI for the first time.
Brookton's Market Strategic Public Relations PlanGlennTobey1
Triple Threat Consulting Agency has conducted research on their client, Brookton's Market, a local organic grocery store in Brooktondale, NY. Through interviews, observations, and demographic research, they identified Brookton's main audiences as families in the local community, including those with lower incomes. They also see opportunities to target college students and those in neighboring towns. Triple Threat analyzed Brookton's strengths like its community focus, as well as weaknesses like its perception as overpriced. They researched competitors like Greenstar and Trader Joe's successful strategies to help inform their recommendations for Brookton's.
Kilroy's at the Dunnkirk Public Relations ReportMiranda Haryanto
• Developed a Public Relations Research Plan that will take Kilroy's at the Dunnkirk situation under consideration.
• Identified areas that CKAMM PR determined require definition and delineate them in order
to help CKAMM PR client move toward an overall goal.
Describes the process one (two time) Tom Lantos Innovation in Community Service Awards winner went through to apply for and complete a successful project.
This document provides an executive summary and research brief for an ethnographic study conducted on Bello Mundo Cafe. The summary identifies that the goal of the research was to strengthen Bello Mundo's brand and enhance its atmosphere as a community gathering place. The research team conducted observations, interviews, and a questionnaire to understand what drives customers to choose Bello Mundo over competitors and what experience customers want from a cafe. The research revealed three consistent themes - Bello Mundo feels like a home away from home, believes in quality over quantity, and encourages unique connections over coffee. Based on these insights, the team developed recommendations including adding comfortable seating, rearranging the community space, implementing a "Pay it Forward" program,
Sam’s club’s vp sees need for industry sourcing standardsSherry Huang
Industry work toward creating responsible sourcing standards is a major priority for the new chairman of the Produce Marketing Association board of directors.
This document provides a public relations proposal from the agency Prescribed PR for their client On the Street Pitas. Prescribed PR is a PR firm founded by six Ithaca College graduates. Their proposal outlines a "Clear and Fresh" campaign to promote On the Street Pitas as the go-to restaurant for fast, fresh, and healthy food in Ithaca. The proposal includes a situation analysis of the client, objectives and strategies for the campaign, as well as tactics, measurements, timetable and budget. Prescribed PR identifies increasing brand awareness as a key goal of the campaign to help On the Street Pitas compete against other restaurants in the area.
This document summarizes a group project run by 5 students to raise funds for a local charity through a fruit stall on campus. It discusses the objectives, products sold, pricing, competition, strategies, and sponsors. The group's stall sold fresh fruits, grapes with toppings, and drinks. Pricing aimed to earn a 200-400% profit margin. Their main competitors sold ice cream and pasta. Strategies included promoting products outside the stall and targeting different customer groups. Sponsors provided cash donations which the group exchanged for fruit products to compensate for their support. The group met their objective of raising over $2500 for the Ebenezer Home charity.
In this hypothetical project, we have been hired by Voodoo Doughnut to create a media plan. Our media group, BrandAid collaborated to create media recommendations for the Voodoo media business as they expand their fun and distinctive business in Madison, WI for the first time.
Wellsboro House Public Relations Proposal Molly Long
This document provides information about a public relations campaign for Wellsboro House Brewery. It includes a situational analysis of the brewery and craft beer market, as well as a SWOT analysis. The target audience is identified as individuals ages 21-34 living in Wellsboro, PA and surrounding counties. Goals, objectives, strategies and an evaluation plan are outlined to increase the brewery's online presence and brand awareness through enhanced events.
This document summarizes a presentation about business types that succeed in downtown areas. It discusses the current mix of businesses found in Wisconsin downtowns, including the three most common business categories in smaller towns (full-service restaurants, drinking places, and beauty salons) and larger towns (full-service restaurants, drinking places, and used merchandise stores). Examples are provided of innovative downtown businesses, including a food co-op, brewery, theater, bike shop/hotel, and various retail stores. The presentation concludes by looking at downtown employment beyond just retail, finding that public administration, manufacturing, and other sectors employ many downtown workers.
The document discusses a local food cooperative called Company Shops Market (the Co-Op) located in Burlington, North Carolina. It was founded in 2007 to support local farmers and revitalize the downtown area. The summary proposes a social media and event campaign targeting student organization leaders at Elon University to increase awareness of the Co-Op's catering services and drive business. Objectives include having 30% of key leaders prefer the Co-Op for events and 40% aware of its catering by the end of the year. Programming would include catering campus events, a tent at the farmer's market, and media outreach. Effectiveness will be measured through surveys.
Integrated Marketing Communication Plan - Downtown CredoCariSpence
Downtown Credo is a nonprofit coffee shop in Orlando that supports other local nonprofits through its profits. One of its partner organizations is New Image Youth Center, which assists inner city youth. Downtown Credo wants to raise awareness and funds for New Image Youth Center. It proposes a dance-a-thon event that would be promoted to its target market of 21-35 year olds in the Orlando area to both support New Image Youth Center and gain exposure for Downtown Credo. A survey will be conducted to evaluate interest and design of the potential dance-a-thon event.
Sponsorship Deck _Off The Field Players' Wives Association Super Bowl Fashion...ShawnetteSappHicks
The 18th annual Off The Field Players’ Wives Association Super Bowl Fashion show is a full production event featuring the wives of current and retired NFL players walking the runway as they showcase the latest fashions and raise funds for a local charity.
Held annually for the past seventeen years, the Off The Field Players’ Wives Association Fashion Show has become a marquee event of the Super Bowl and has repeatably been a sold out event.
WineDirect/Vin65 Napa Roadshow: Adam Ivor, Gliding EagleWineDirect
This document summarizes Adam Ivor's presentation on direct-to-consumer wine sales in China. The presentation discusses the Chinese wine consumer, the benefits of direct-to-consumer sales such as greater margins and developing customer databases, and the logistics of direct shipping including packaging, customs clearance, and express delivery in China. It also addresses marketing through social media and mobile apps, establishing an online presence, and future opportunities such as implementing an e-commerce platform and wine clubs. The overall goal is for American wineries to gain direct access to Chinese consumers as the largest wine market outside of the US.
This document is a proposal submitted by Producing LLC dba The Daily City in response to an RFP from the City of Orlando for management of the Downtown Orlando Farmers Market. The proposal provides details on the applicant's experience managing large numbers of food truck events each year, and outlines a new vision and management plan for restructuring the market. Key aspects of the proposed changes include consolidating vendor tents into organized rows to create a "Negozio" (Italian for shop) destination, focusing solely on food vendors, adding seating and reading areas for guests in the shade, and empowering existing city clean team employees to help guests at the market.
Adam & Eve Stores is the largest marketer of adult products in the United States and worldwide, founded in 1970 making it one of the oldest companies in the rapidly changing adult industry. As the leader in the lingerie and adult boutique market, Adam & Eve is located at 302 Meadowlands Dr, Hillsborough, NC 27278 and can be contacted by phone at 919-504-2099 or online at https://www.adamandevefranchise.com/.
Lingerie and Pleasure Products Franchise OpportunityAdam Eve
Adam & Eve Stores is the nation's largest marketer of adult products, founded in 1970 making it one of the oldest in the rapidly evolving adult industry. As the leader in the lingerie and adult boutique market, Adam & Eve has millions of satisfied customers in the United States and around the world.
Adam & Eve Stores is the largest marketer of adult products globally, founded in 1970 making it one of the oldest companies in the evolving adult industry. As the leader in the lingerie and adult boutique market, Adam & Eve is headquartered in Hillsborough, North Carolina and has been serving customers for over 50 years.
Orlando City SC was facing issues with high food prices at games upsetting fans. Concessions included sausages for $10 and pulled pork sandwiches or brisket sandwiches for $13, while drinks started at $5 for soft drinks and $8-10 for beer. Fan surveys found long wait times and overpriced food and drinks. To address this, Orlando City SC decided to lower food and drink prices by 11% and improve concession line flow to increase fan satisfaction and boost annual revenue from $5.9 million to $6.5 million.
My team and I at Sixth Sense PR developed this public relations plan for a small business in the Ithaca area: Brookton's Market. Our plan entailed a heavy focus on social media strategies and tactics to attract our target audience more effectively, which were millennials and college students.
This document proposes a public relations campaign for Brookton's Market, a small grocery store and deli in Brooktondale, NY. The team analyzes the store's strengths like its community focus, as well as weaknesses like over-reliance on deli sales. The proposed campaign aims to expand the store's customer base in Tompkins County through strategic advertising of the store and community events. Key messages will promote the store's products and community atmosphere. The team's research methods, communication vehicles, implementation plan and fees are then outlined to solidify and grow Brookton's customer base.
Urban Roots is expanding its nonprofit operations from Austin, Texas to Atlanta, Georgia. The new location in Old Fourth Ward offers opportunities to engage potential supporters in the trendy neighborhood. Urban Roots' target market is wealthy, educated young mothers who value healthy living and the environment. While Atlanta has many similar organizations focused on urban farming and food access, Urban Roots stands out by donating a higher percentage of its produce and offering paid youth internships. The new location provides a way for Urban Roots to make a positive impact in Atlanta.
Brookton's Market Public Relations Campaign Alison Teadore
Complete campaign proposal for local business, Brookton's Market as part of Ithaca College Public Relations class. I acted as project manager for this campaign
Microbusiness owners are an important part of the American economy, though they operate small businesses with 5 or fewer employees. An Experian white paper analyzes data on microbusiness owners to develop profiles of common characteristics within industries. It identifies 7 distinct segments within the legal services industry and describes 2 segments in detail. The paper recommends tailoring marketing communications to these segments by understanding their values, triggers, and preferred communication channels like direct mail and email.
Deep Roots Market is a natural grocery cooperative located in Greensboro, NC. Their strategic communication plan aims to increase membership from the local community by 20% over the next year. To achieve this, the plan will educate the target public, individuals aged 25-34 making $35k or more in the 27401 zip code, about the benefits of a healthy lifestyle and supporting the local community through Deep Roots Market. The key message is "Nurturing a Vibrantly Healthy Community". Research including surveys and focus groups will help understand the target public. Events and outreach led by spokesperson Nicole Villano, Marketing Director, will communicate the message and mission of the cooperative. The budget for this one year plan
This document outlines an IMC plan for Sweet Life Patisserie bakery to target consumers with alternative diet needs. The plan proposes holding a sponsored cooking class event called "Dessert is No Longer Exclusive" to promote Sweet Life's gluten-free and vegan products. The event aims to increase awareness of these alternative products and sales by 10% by the end of 2016. The plan analyzes Sweet Life's current marketing environment and IMC tools, and recommends adding new tools like flyers, coupons and sampling to promote the event. A detailed budget and measurements are provided to track the success of the campaign.
This document provides an overview and business plan for Blossom, a proposed feminine hygiene subscription service. Blossom aims to cater to busy women ages 22-32 by providing convenient, customizable subscriptions of high-quality organic products. In addition to selling subscriptions for $25/month, Blossom will donate an equal number of products to women's shelters. The plan outlines Blossom's target market on the West Coast, competition in the industry, and marketing strategy focusing on social media and local events.
The document provides an overview of key topics covered in Chapter 3, which analyzes a company's marketing environment. It discusses the internal and external factors that influence marketing decisions, including suppliers, customers, competitors, and societal forces. Demographic trends like population growth and aging, as well as geographic shifts and diversity increases, are changing the business landscape and requiring companies to adapt their marketing strategies.
This document provides an overview of a business plan for a proposed restaurant called Abonda. Key details include:
- Abonda will be a 54-seat restaurant in Cambridge, MA serving healthy, contemporary cuisine.
- The founders have incorporated the company and obtained $25,000 in startup funding. They are finalizing a lease for the restaurant space.
- The plan is to open the first location and evaluate expanding to additional locations within 5 years, with the goal of operating 3 restaurants in the Boston area generating $500,000-1,000,000 in annual profit.
AN ANALYSIS ON CONFECTIONERIES IN RURAL MARKETS (1)tittybenjamin2189
The document analyzes the confectionery market in rural areas of India, noting that rural markets represent significant growth potential given the large population and increasing consumerism in rural regions. It discusses the strategies used by major confectionery brands like Cadbury and Nestle to tap into rural markets through advertising and targeting purchasing behaviors. The key purchasing behaviors identified are brand loyalty, impulse buying, and viewing certain confectionery brands as status symbols.
Wellsboro House Public Relations Proposal Molly Long
This document provides information about a public relations campaign for Wellsboro House Brewery. It includes a situational analysis of the brewery and craft beer market, as well as a SWOT analysis. The target audience is identified as individuals ages 21-34 living in Wellsboro, PA and surrounding counties. Goals, objectives, strategies and an evaluation plan are outlined to increase the brewery's online presence and brand awareness through enhanced events.
This document summarizes a presentation about business types that succeed in downtown areas. It discusses the current mix of businesses found in Wisconsin downtowns, including the three most common business categories in smaller towns (full-service restaurants, drinking places, and beauty salons) and larger towns (full-service restaurants, drinking places, and used merchandise stores). Examples are provided of innovative downtown businesses, including a food co-op, brewery, theater, bike shop/hotel, and various retail stores. The presentation concludes by looking at downtown employment beyond just retail, finding that public administration, manufacturing, and other sectors employ many downtown workers.
The document discusses a local food cooperative called Company Shops Market (the Co-Op) located in Burlington, North Carolina. It was founded in 2007 to support local farmers and revitalize the downtown area. The summary proposes a social media and event campaign targeting student organization leaders at Elon University to increase awareness of the Co-Op's catering services and drive business. Objectives include having 30% of key leaders prefer the Co-Op for events and 40% aware of its catering by the end of the year. Programming would include catering campus events, a tent at the farmer's market, and media outreach. Effectiveness will be measured through surveys.
Integrated Marketing Communication Plan - Downtown CredoCariSpence
Downtown Credo is a nonprofit coffee shop in Orlando that supports other local nonprofits through its profits. One of its partner organizations is New Image Youth Center, which assists inner city youth. Downtown Credo wants to raise awareness and funds for New Image Youth Center. It proposes a dance-a-thon event that would be promoted to its target market of 21-35 year olds in the Orlando area to both support New Image Youth Center and gain exposure for Downtown Credo. A survey will be conducted to evaluate interest and design of the potential dance-a-thon event.
Sponsorship Deck _Off The Field Players' Wives Association Super Bowl Fashion...ShawnetteSappHicks
The 18th annual Off The Field Players’ Wives Association Super Bowl Fashion show is a full production event featuring the wives of current and retired NFL players walking the runway as they showcase the latest fashions and raise funds for a local charity.
Held annually for the past seventeen years, the Off The Field Players’ Wives Association Fashion Show has become a marquee event of the Super Bowl and has repeatably been a sold out event.
WineDirect/Vin65 Napa Roadshow: Adam Ivor, Gliding EagleWineDirect
This document summarizes Adam Ivor's presentation on direct-to-consumer wine sales in China. The presentation discusses the Chinese wine consumer, the benefits of direct-to-consumer sales such as greater margins and developing customer databases, and the logistics of direct shipping including packaging, customs clearance, and express delivery in China. It also addresses marketing through social media and mobile apps, establishing an online presence, and future opportunities such as implementing an e-commerce platform and wine clubs. The overall goal is for American wineries to gain direct access to Chinese consumers as the largest wine market outside of the US.
This document is a proposal submitted by Producing LLC dba The Daily City in response to an RFP from the City of Orlando for management of the Downtown Orlando Farmers Market. The proposal provides details on the applicant's experience managing large numbers of food truck events each year, and outlines a new vision and management plan for restructuring the market. Key aspects of the proposed changes include consolidating vendor tents into organized rows to create a "Negozio" (Italian for shop) destination, focusing solely on food vendors, adding seating and reading areas for guests in the shade, and empowering existing city clean team employees to help guests at the market.
Adam & Eve Stores is the largest marketer of adult products in the United States and worldwide, founded in 1970 making it one of the oldest companies in the rapidly changing adult industry. As the leader in the lingerie and adult boutique market, Adam & Eve is located at 302 Meadowlands Dr, Hillsborough, NC 27278 and can be contacted by phone at 919-504-2099 or online at https://www.adamandevefranchise.com/.
Lingerie and Pleasure Products Franchise OpportunityAdam Eve
Adam & Eve Stores is the nation's largest marketer of adult products, founded in 1970 making it one of the oldest in the rapidly evolving adult industry. As the leader in the lingerie and adult boutique market, Adam & Eve has millions of satisfied customers in the United States and around the world.
Adam & Eve Stores is the largest marketer of adult products globally, founded in 1970 making it one of the oldest companies in the evolving adult industry. As the leader in the lingerie and adult boutique market, Adam & Eve is headquartered in Hillsborough, North Carolina and has been serving customers for over 50 years.
Orlando City SC was facing issues with high food prices at games upsetting fans. Concessions included sausages for $10 and pulled pork sandwiches or brisket sandwiches for $13, while drinks started at $5 for soft drinks and $8-10 for beer. Fan surveys found long wait times and overpriced food and drinks. To address this, Orlando City SC decided to lower food and drink prices by 11% and improve concession line flow to increase fan satisfaction and boost annual revenue from $5.9 million to $6.5 million.
My team and I at Sixth Sense PR developed this public relations plan for a small business in the Ithaca area: Brookton's Market. Our plan entailed a heavy focus on social media strategies and tactics to attract our target audience more effectively, which were millennials and college students.
This document proposes a public relations campaign for Brookton's Market, a small grocery store and deli in Brooktondale, NY. The team analyzes the store's strengths like its community focus, as well as weaknesses like over-reliance on deli sales. The proposed campaign aims to expand the store's customer base in Tompkins County through strategic advertising of the store and community events. Key messages will promote the store's products and community atmosphere. The team's research methods, communication vehicles, implementation plan and fees are then outlined to solidify and grow Brookton's customer base.
Urban Roots is expanding its nonprofit operations from Austin, Texas to Atlanta, Georgia. The new location in Old Fourth Ward offers opportunities to engage potential supporters in the trendy neighborhood. Urban Roots' target market is wealthy, educated young mothers who value healthy living and the environment. While Atlanta has many similar organizations focused on urban farming and food access, Urban Roots stands out by donating a higher percentage of its produce and offering paid youth internships. The new location provides a way for Urban Roots to make a positive impact in Atlanta.
Brookton's Market Public Relations Campaign Alison Teadore
Complete campaign proposal for local business, Brookton's Market as part of Ithaca College Public Relations class. I acted as project manager for this campaign
Microbusiness owners are an important part of the American economy, though they operate small businesses with 5 or fewer employees. An Experian white paper analyzes data on microbusiness owners to develop profiles of common characteristics within industries. It identifies 7 distinct segments within the legal services industry and describes 2 segments in detail. The paper recommends tailoring marketing communications to these segments by understanding their values, triggers, and preferred communication channels like direct mail and email.
Deep Roots Market is a natural grocery cooperative located in Greensboro, NC. Their strategic communication plan aims to increase membership from the local community by 20% over the next year. To achieve this, the plan will educate the target public, individuals aged 25-34 making $35k or more in the 27401 zip code, about the benefits of a healthy lifestyle and supporting the local community through Deep Roots Market. The key message is "Nurturing a Vibrantly Healthy Community". Research including surveys and focus groups will help understand the target public. Events and outreach led by spokesperson Nicole Villano, Marketing Director, will communicate the message and mission of the cooperative. The budget for this one year plan
This document outlines an IMC plan for Sweet Life Patisserie bakery to target consumers with alternative diet needs. The plan proposes holding a sponsored cooking class event called "Dessert is No Longer Exclusive" to promote Sweet Life's gluten-free and vegan products. The event aims to increase awareness of these alternative products and sales by 10% by the end of 2016. The plan analyzes Sweet Life's current marketing environment and IMC tools, and recommends adding new tools like flyers, coupons and sampling to promote the event. A detailed budget and measurements are provided to track the success of the campaign.
This document provides an overview and business plan for Blossom, a proposed feminine hygiene subscription service. Blossom aims to cater to busy women ages 22-32 by providing convenient, customizable subscriptions of high-quality organic products. In addition to selling subscriptions for $25/month, Blossom will donate an equal number of products to women's shelters. The plan outlines Blossom's target market on the West Coast, competition in the industry, and marketing strategy focusing on social media and local events.
The document provides an overview of key topics covered in Chapter 3, which analyzes a company's marketing environment. It discusses the internal and external factors that influence marketing decisions, including suppliers, customers, competitors, and societal forces. Demographic trends like population growth and aging, as well as geographic shifts and diversity increases, are changing the business landscape and requiring companies to adapt their marketing strategies.
This document provides an overview of a business plan for a proposed restaurant called Abonda. Key details include:
- Abonda will be a 54-seat restaurant in Cambridge, MA serving healthy, contemporary cuisine.
- The founders have incorporated the company and obtained $25,000 in startup funding. They are finalizing a lease for the restaurant space.
- The plan is to open the first location and evaluate expanding to additional locations within 5 years, with the goal of operating 3 restaurants in the Boston area generating $500,000-1,000,000 in annual profit.
AN ANALYSIS ON CONFECTIONERIES IN RURAL MARKETS (1)tittybenjamin2189
The document analyzes the confectionery market in rural areas of India, noting that rural markets represent significant growth potential given the large population and increasing consumerism in rural regions. It discusses the strategies used by major confectionery brands like Cadbury and Nestle to tap into rural markets through advertising and targeting purchasing behaviors. The key purchasing behaviors identified are brand loyalty, impulse buying, and viewing certain confectionery brands as status symbols.
This document provides a marketing research report on an Italian pizza restaurant. It includes an executive summary, introduction, objectives, literature review, secondary data analysis, research methodology, empirical findings, discussions, limitations, and conclusions/recommendations. The report was prepared by a marketing research team for a college marketing research class. It analyzes the pizza restaurant industry and college student customer base to understand preferences and develop brand marketing strategies. Empirical research was conducted through surveys of college students to understand pizza purchasing behaviors and satisfaction factors. The report aims to provide insights to help an Italian pizza restaurant effectively market to college students.
This strategic communications plan recommends that the Saskatoon Farmers' Market target university students and young families, ages 18-40, with messages around health, social responsibility, and community. It suggests engaging these groups at the University of Saskatchewan campus, elementary schools, and through social media by promoting messages like "Healthy eating is healthy living" and "Local buying is local thriving." The plan outlines strategies for each target group, as well as measures of success, timeline, budget and conclusions.
Introducing our 2015 FMCG trend report. We have looked at all the recent global and local trends on the FMCG category across the Consumer and Food Services industry. Enjoy!
This is a campaign designed by myself, Shannon Marks, AJ Sparks, and Wesley Rogers. We created this in our Communications 412 class. It's the culmination of our semester of hard work. The campaign is a great example of what can be done on a small campus and for non-profit organizations.
This document discusses strategies for targeting a specific audience for a documentary production. It will focus on millennials, who value social interaction, loyalty, entertainment and emotion. The production will include music from live performances to connect with audiences emotionally. It will also address issues millennials face, like struggling artists unable to fund themselves due to declines in music purchases. Segmenting audiences using the Mosaic system, the production will target urban, educated young people as their likely readers also consume media like The Guardian. It aims to appeal to audiences who have progressed beyond basic needs in Maslow's hierarchy to self-actualization.
Tai Pei: Fortunately Different, National Student Advertising Competition 2017Amanda Cermak
I am happy to be able to share this wonderful piece of work that my team members and I diligently worked on for the past 8 months. Last Sunday, April 23rd, my fellow speakers and I presented our "Fortunately Different" advertising campaign in New York City, where we received 3rd place in our district. A special thanks to our wonderful designers, who helped us earn amazing scores on the book component of our presentation. I am overjoyed to have had such a positive experience with this hard working group of people. You all made my job as Consumer Research Chair easy and enjoyable!
The document outlines a media plan for the Portland Children's Museum to target families with children ages 1-10. It recommends using radio, magazine, outdoor, and internet advertising. The plan favors reach over frequency to communicate the museum's new location and uniqueness. It proposes running ads on two local radio stations, in two local parenting magazines, on TriMet buses and benches, and on the Citysearch website to reach the target demographic of mothers ages 25-49 in the Portland metro area. The goal is to generate over 500,000 impressions at a low cost by utilizing local media.
The document outlines a media plan for the Portland Children's Museum created by Black Market Media. It identifies the target audience as females aged 25-49 with children, living in the Portland metro area. The plan recommends radio, magazine, outdoor, and internet advertising. It provides details on the specific media outlets, proposed ad sizes and durations, estimated impressions, and projected costs. The goal is to increase awareness of the museum and drive ticket sales, focusing advertising in January around the opening and again in June during the start of summer.
This presentation by Thibault Schrepel, Associate Professor of Law at Vrije Universiteit Amsterdam University, was made during the discussion “Artificial Intelligence, Data and Competition” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/aicomp.
This presentation was uploaded with the author’s consent.
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Why Psychological Safety Matters for Software Teams - ACE 2024 - Ben Linders.pdfBen Linders
Psychological safety in teams is important; team members must feel safe and able to communicate and collaborate effectively to deliver value. It’s also necessary to build long-lasting teams since things will happen and relationships will be strained.
But, how safe is a team? How can we determine if there are any factors that make the team unsafe or have an impact on the team’s culture?
In this mini-workshop, we’ll play games for psychological safety and team culture utilizing a deck of coaching cards, The Psychological Safety Cards. We will learn how to use gamification to gain a better understanding of what’s going on in teams. Individuals share what they have learned from working in teams, what has impacted the team’s safety and culture, and what has led to positive change.
Different game formats will be played in groups in parallel. Examples are an ice-breaker to get people talking about psychological safety, a constellation where people take positions about aspects of psychological safety in their team or organization, and collaborative card games where people work together to create an environment that fosters psychological safety.
1.) Introduction
Our Movement is not new; it is the same as it was for Freedom, Justice, and Equality since we were labeled as slaves. However, this movement at its core must entail economics.
2.) Historical Context
This is the same movement because none of the previous movements, such as boycotts, were ever completed. For some, maybe, but for the most part, it’s just a place to keep your stable until you’re ready to assimilate them into your system. The rest of the crabs are left in the world’s worst parts, begging for scraps.
3.) Economic Empowerment
Our Movement aims to show that it is indeed possible for the less fortunate to establish their economic system. Everyone else – Caucasian, Asian, Mexican, Israeli, Jews, etc. – has their systems, and they all set up and usurp money from the less fortunate. So, the less fortunate buy from every one of them, yet none of them buy from the less fortunate. Moreover, the less fortunate really don’t have anything to sell.
4.) Collaboration with Organizations
Our Movement will demonstrate how organizations such as the National Association for the Advancement of Colored People, National Urban League, Black Lives Matter, and others can assist in creating a much more indestructible Black Wall Street.
5.) Vision for the Future
Our Movement will not settle for less than those who came before us and stopped before the rights were equal. The economy, jobs, healthcare, education, housing, incarceration – everything is unfair, and what isn’t is rigged for the less fortunate to fail, as evidenced in society.
6.) Call to Action
Our movement has started and implemented everything needed for the advancement of the economic system. There are positions for only those who understand the importance of this movement, as failure to address it will continue the degradation of the people deemed less fortunate.
No, this isn’t Noah’s Ark, nor am I a Prophet. I’m just a man who wrote a couple of books, created a magnificent website: http://www.thearkproject.llc, and who truly hopes to try and initiate a truly sustainable economic system for deprived people. We may not all have the same beliefs, but if our methods are tried, tested, and proven, we can come together and help others. My website: http://www.thearkproject.llc is very informative and considerably controversial. Please check it out, and if you are afraid, leave immediately; it’s no place for cowards. The last Prophet said: “Whoever among you sees an evil action, then let him change it with his hand [by taking action]; if he cannot, then with his tongue [by speaking out]; and if he cannot, then, with his heart – and that is the weakest of faith.” [Sahih Muslim] If we all, or even some of us, did this, there would be significant change. We are able to witness it on small and grand scales, for example, from climate control to business partnerships. I encourage, invite, and challenge you all to support me by visiting my website.
The importance of sustainable and efficient computational practices in artificial intelligence (AI) and deep learning has become increasingly critical. This webinar focuses on the intersection of sustainability and AI, highlighting the significance of energy-efficient deep learning, innovative randomization techniques in neural networks, the potential of reservoir computing, and the cutting-edge realm of neuromorphic computing. This webinar aims to connect theoretical knowledge with practical applications and provide insights into how these innovative approaches can lead to more robust, efficient, and environmentally conscious AI systems.
Webinar Speaker: Prof. Claudio Gallicchio, Assistant Professor, University of Pisa
Claudio Gallicchio is an Assistant Professor at the Department of Computer Science of the University of Pisa, Italy. His research involves merging concepts from Deep Learning, Dynamical Systems, and Randomized Neural Systems, and he has co-authored over 100 scientific publications on the subject. He is the founder of the IEEE CIS Task Force on Reservoir Computing, and the co-founder and chair of the IEEE Task Force on Randomization-based Neural Networks and Learning Systems. He is an associate editor of IEEE Transactions on Neural Networks and Learning Systems (TNNLS).
This presentation by OECD, OECD Secretariat, was made during the discussion “Artificial Intelligence, Data and Competition” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/aicomp.
This presentation was uploaded with the author’s consent.
This presentation by Tim Capel, Director of the UK Information Commissioner’s Office Legal Service, was made during the discussion “The Intersection between Competition and Data Privacy” held at the 143rd meeting of the OECD Competition Committee on 13 June 2024. More papers and presentations on the topic can be found at oe.cd/ibcdp.
This presentation was uploaded with the author’s consent.
This presentation by OECD, OECD Secretariat, was made during the discussion “The Intersection between Competition and Data Privacy” held at the 143rd meeting of the OECD Competition Committee on 13 June 2024. More papers and presentations on the topic can be found at oe.cd/ibcdp.
This presentation was uploaded with the author’s consent.
This presentation by Professor Giuseppe Colangelo, Jean Monnet Professor of European Innovation Policy, was made during the discussion “The Intersection between Competition and Data Privacy” held at the 143rd meeting of the OECD Competition Committee on 13 June 2024. More papers and presentations on the topic can be found at oe.cd/ibcdp.
This presentation was uploaded with the author’s consent.
This presentation by Juraj Čorba, Chair of OECD Working Party on Artificial Intelligence Governance (AIGO), was made during the discussion “Artificial Intelligence, Data and Competition” held at the 143rd meeting of the OECD Competition Committee on 12 June 2024. More papers and presentations on the topic can be found at oe.cd/aicomp.
This presentation was uploaded with the author’s consent.
Artificial Intelligence, Data and Competition – ČORBA – June 2024 OECD discus...
Public Relations Proposal
1. 1
Brookton’s Market Meets
Triple Threat Consulting Agency
Project Team: Sarah Kessler, Hannah Mautz, Kylie Manderson, Emily Glickman, Glenn Tobey,
Kira Shutowich
Authors Note
Public Relations, Group 3, Roy H. Park School of Communications, Ithaca College.
Correspondence regarding this paper should be sent to Ann Marie Adams at 953 Danby Road,
Ithaca, New York 14850
2. 2
Table of Contents
Abstract……………………………………………………………………………………………3
Situational Analysis……………………………………………………………………………..4-5
Organizational Analysis (SWOT)................................................................................................5-7
Audience Analysis……………………………………………………………………………....7-9
Research………………………………………………………………………………………..9-13
Goals & Objectives of the Campaign………………………………………………………...14-15
Key Message Breakdown………………………………………………………………………..15
Communication Vehicles…………………………………………………………………….15-16
Implementation……………………………………………………………………………….16-19
Evaluation…………………………………………………………………………………….19-20
Fees………………………………………………………………………………………………20
References……………………………………………………………………………………21-23
Appendix……………………………………………………………………………………..24-28
Abstract:
3. 3
In our Public Relations course at the Roy H. Park School of Communications at Ithaca College
we have built a public relations consulting agency called Triple Threat. Below is the information found by
detailed research our team has conducted on our client; Brookton’s Market. Brookton’s Market is a local
organic grocery and ready to serve food store in the town of Caroline in Tompkins County. We were
assigned to work with Brookton’s Market in order to come up with specific strategies to help them
improve not only as a market, but as an community based company overall. Through our research we
created specific strategies to target areas of social media and community outreach with the goal of directly
improving the success of Brookton’s Market.
Keywords:
SWOT - is an acronym for Strengths, Weaknesses, Opportunities, and Threats - the processes
helps understanding the potential opportunities and threats that will arise when working with and
promoting a company.
Situational Analysis
4. 4
Brookton’s Market is a small market that offers unique items and local goods to the
community. Located in Brooktondale, New York, within the Town of Caroline, Brookton’s
Market provides for the people in this area as well as surrounding ones. With its friendly
employees and welcoming environment, they have created a tight knit community with their
business. They are open for business every day of the week, with hours varying by day. Their
address is 491 Brooktondale Road, Brooktondale, NY 14817. They have been in business for 7
years with Aaron Snow as the owner of their brand and business.
Within their business, Brookton’s Market has only a few employees. This allows them to
have close relationships with their customers. They are able to communicate with the people that
they serve. In the market, they provide freshly prepared meals and treats while maintaining a
well-stocked grocery section. The market serves homemade sandwiches and pastries as well as
iced coffees and teas. Brookton’s Market hopes to attract customers to come relax on their lunch
break or make a pit stop and enjoy something to eat. Within the grocery section of the store, they
sell various local products and offer anything from fruits and vegetables to chicken feed and dog
food.
While there is some competition in the neighborhood, Brookton’s Market wants to
maintain their strength as a business. They have a desire to change the perception that they are
overpriced or exclusive to certain types of people. Instead, they want to appeal to all different
customers and attract people of all economic backgrounds. They want to appeal to more people
while still maintaining the great relationships they already have. Instead, Brookton’s Market
wants to be known as an affordable spot that is available to any type of person.
Brookton’s Market encourages customers to come in for a meal or to do some shopping,
but also to get to know their neighbors. They want their customers to feel comfortable and part of
the community of Brooktondale. They have a pleasant atmosphere and want their customers to
5. 5
see them as a place to gather and communicate. They are located within a building with great
architecture as well as an open feel within their store.
As a business, Brookton’s Market has a great image within its community and do a great
job of maintaining a positive relationship with customers.
OrganizationalAnalysis (SWOT)
Located in the close-knit town of Brooktondale, Brookton’s Market is a small but quaint
grocery store that also sells hot meals. Brookton’s market calls themselves a “neighborhood
market” because they are a local store that is community oriented. The market is unique because
they offer products that are local to Tompkins county, as well as organic alternatives. SWOT is
an acronym for Strengths, Weaknesses, Opportunities and Threats. By using this process, we are
able to better understand what challenges we may have to overcome when working with our
client. We have examined the strengths, weaknesses, opportunities, and threats (SWOT) of the
agency and have found many realizations that will help Brookton’s Market.
Strengths:
1. The firm is community based
2. They have available seating and are a place for people to gather
3. They work with Ithaca Bakery
4. They have a presence on social media
5. They reply to their customers comments online
6. They have updated and remodeled there website
7. They have promotions such as “Market Moolah”
8. They host community events
9. They have a loyal customer base
6. 6
10. They are a specialized market.
Weaknesses:
1. Their owner is is not present on site
2. They are thought of as expensive because they are organic
3. They lack a Point of Sale system (POS)
4. Their storefront needs touch ups
5. No ready to serve food menus
6. Their main store front sign is not eye grabbing
7. Products are unorganized
Opportunities:
1. Promotions at other businesses
2. Reaching out to surrounding towns
3. Adding a bigger presence on social media
4. Advertising in Tompkins County
5. Updating their website
6. A promotional video
Threats:
1) Other “neighborhood markets”
2) Gas stations that serve hot lunch (Dandy Mini Mart)
3) Organic markets such as Greenstar
4) Few number of employees
7. 7
Audience Analysis
There are many things that go into performing an audience analysis including
segmentation, targeting, positioning, demographics, psychographics, behavior details and
geodemographics. Our team was able to define the audiences of our client, Brookton’s Market,
through observation, interviews, and data collected through quantitative and qualitative research.
Through observational research, our project team visited the client’s storefront two times over
the past few months. During the multiple times we were there, we spent time closely observing
the types of customers that shopped there. In addition to our own observational research and
interviews with customers, our team spent time interviewing the co-managers of Brookton’s
Market. Management was able to give us valuable information about their current customer base
and the markets they want to eventually target. Lastly, our team conducted desk research in order
to define the demographics and psychographics of the Brooktondale area.
The main audience that Brookton’s Market caters to is the citizens of the village of
Brooktondale, New York and of the Town of Caroline. Our client is community-driven making
their largest audience the people of the communities the in Caroline. Through observation and
communication with the managers for Brookton’s, Erin Keeble and Mike Gabello, have told us
that Brookton’s maine customer base can range from families with small children, older couples,
middle school and high school students, singles, and some people who pass through the town for
work. Through our research, we also learned valuable information about the people of this
community. According to government census from 2009 – 2013 the average income for the
medium Brooktondale household is $59,618 a year. In addition to this, according to the 2015 –
2016 New York State Federal Income Guidelines the poverty line for a family of four is $44,900
a year. This information does not put more than 4.0% of the citizens of Brooktondale below the
poverty line, but it does show that the people would largely benefit from affordable groceries
8. 8
(Appendix A). Looking at the town of Caroline from a more broad point of view, we can see that
it is a small town with a unique character and strong sense of community. It’s a town where
people care about others, and where community events are a big part of community life. Caroline
is located just southeast of the Town of Ithaca. The area is made up of beautiful rolling hills,
farms, and several small communities. The people of the community can rage from the ones
described above; however, we have found that the majority of households are older couples and
families.
Among the potential audiences, there are a few very important markets that our project
team thinks Brookton’s should focus on targeting. These markets include: families of lower
economic status, college students, and people from neighboring towns outside of Caroline. Erin
and Mike expressed to us that Brookton’s Market has the reputation of being an “overpriced”
health foods store. They are intent on shaking this reputation in the hopes of proving they sell
affordable healthy food. Through the research stated above from the 2009 – 2013 government
census, there are people in Brooktondale that make a low amount of income and could benefit
from affordable food options. The next two audiences that we are advising the market target are
college students and people who live outside the Brooktondale community. These two go hand in
hand because the college students in this case live in the neighboring cities and towns. We are
going to advise management that the only way to reach them is to advertise to these target
markets.
Research
In order to support the strategic suggestions that our team is advising Brookton’s Market
to implement, we had to research all contributing factors. Observational research involved our
team seeing exactly what goes on at the storefront and how their management works. In order to
9. 9
get the most out of our research, we decided to conduct an interview. This interview took place
in the classroom where our project manager asked informed and important questions. These
questions gave us insight on the demographics of their current customers, the way the
management deals with customers in-store, and how their current website and social media sites
are being handled. After these two steps we then began our desk research. A huge part of this
involved gaining an understanding of Brooktondale, New York and the citizens that live there.
Lastly in order to gain an understanding of how Brookton’s could implement our suggestions, we
carefully analyzed some of the business’ competitors, and companies similar to Brookton’s from
different regions of the country.
To start the research process, we conducted observational research. Observational
research entails our research team going to Brookton’s Markets two times to conduct an
observation of the stores customers, management, and organization. There were several things
we noticed that could be beneficial when it comes to creating strategic suggestions to further
help our client. Long term customers at Brookton’s Market may feel very included by
management and the way business is run, however, first time customers may have difficulty
navigating around the store front. The menus are small and hidden from the customers, this could
make first time customers feel awkward or uncomfortable if they have to spend time looking for
menus. A bigger menu displayed on the wall could be beneficial and help future customers to
view all of their options of food. Both times we went to Brookton’s Market, we went during the
week around lunchtime. We observed their customer base and saw that many older couples and
businessmen stop in at this hour. Towards 12:30pm-1pm the market became increasingly busy.
The two co-managers, Mike and Erin, were very friendly and greeted everyone as they walked
in. They have establish a basis of trust with many of their customers and allowed them to pay
10. 10
after they were done eating. However, they do not make it known ahead of time that customers
are allowed to pay after finishing their meal.
In order to gain an understanding of Brookton’s current audiences our team had to do
extensive research on the demographics and psychographics of the citizens of Brooktondale and
town of Caroline, New York. The town of Caroline is filled with people and families of all ages
who make up a tight knit community. According to the factfinder on census.gov; the current
population of Brooktondale, New York is about 2,400 people. According to government census
from 2009 – 2013 the average income for the medium Brooktondale household is $59,618 a
year. In addition to this, according to the 2015 – 2016 New York State Federal Income
Guidelines the poverty line for a family of four is $44,900 a year. This information puts more
than 4.0% of the citizens of Brooktondale below the poverty line. Although this community is
not the biggest or the wealthiest of the communities in New York, 93% of all citizens have a
high school education or higher. Along with some young families, the majority of this
community consists of older couples, making the median age around 49 years old. Grasping an
understanding of the area helped us to figure out which audiences we could potentially target. In
addition to this, understanding the kinds of people that live in Brooktondale and their
psychographics, helped our team to discover the best way to go about advising Brookton’s
management to make changes (Appendix A).
According to the town of Caroline official website, “Caroline is a small town with a
unique character and strong sense of community. It’s a town where people care about others, and
where community events are a big part of community life.” Our project team sees this as an
accurate description. Based on what we observed from going to the storefront and creating a
relationship with Brookton’s management we have found that Brookton’s Market shares the
same qualities as the town of Caroline; inclusive, community driven, and caring for each other.
11. 11
By knowing this information our project team strives to help Brookton’s Market share this
message with people outside the town of Caroline. We strongly believe that if Brookton’s
Market is able to show other communities how dedicated they are to their customers, through
social media and advertisements, than they will be able to gain a larger customer base.
After analyzing some of Brookton’s Markets’ competitors, we found strategies and
tactics that Brookton’s can utilize to expand their consumer base and gain more recognition. The
national healthy food store Trader Joe’s and Ithaca’s local GreenStar have both developed
successful marketing strategies that have gotten them noticed across a spectrum of audiences.
Similar to Brookton’s Market, GreenStar is locally based in Ithaca, NY. Their mission
statement says; “..committed to providing wholesome food and quality goods to our customers at
the lowest practical cost (Hoffman). GreenStar also offers organic and local goods in their
store(s). The mission statement of GreenStar is extremely similar to what Brookton’s Market
would like people to know about their store. Brookton’s Market wants their customers to
understand that just because their products are organic or local doesn’t mean that it is too
expensive to shop there. Both of these stores also have very similar ethical goals. Some of the
overlapping goals being; “Emphasizing and promoting locally-produced goods.” also “Creating
an accessible, inclusive, non-discriminatory atmosphere that encourages maximum participation
as well as respect and open communication among members (Hoffman).” These are two of
Green Star’s goals that they have set for themselves, that also apply to Brookton’s Market.
Brookton’s Market is focused completely on their community and keeping an open relationship
with their customers. We believe that Brookton’s Market could use the mission statement and
goals of Green Star in order to figure out what they really want to be as a store.
The friendly neighborhood grocery store, Trader Joe’s, began as a traditional black and
white company that was completely redesigned to transform into a billion dollar company.
12. 12
Although the healthy foods store wasn’t always a dominant corporation, they followed a unique
strategy to work their way up. First off, Trader Joe’s recognized that consumers want fewer
choices to decide between. The store is designed smaller and has limited products however,
consumers are happier with less options. Using this tactic, Trader Joe’s is able to receive twice
the revenue per square foot than Whole Foods (Tobak, 2010). Since Trader Joe’s carries fewer
products, its volumes are higher which allows them to be able to negotiate prices with suppliers.
This results in lower prices for consumers. Trader Joe’s offers high-quality products for low
prices which keeps customers coming back for more (Tobak, 2010). The billion dollar company
gets away with having fewer choices due to eighty percent of the stock being the company’s
brand and customers trust the brand. In addition to the products contributing to Trader Joe’s
success, their employees also impact their customers’ experience. Every employee knows the
entire store so instead of telling customers where the product is, they will guide consumers there
until they are satisfied. By knowing their customers, Trader Joe’s is able to meet their needs and
keep consumers happy.
Comparable to Trader Joe’s, Brookton’s Market is also a small store so they are able to
be on a name to name basis with their customers. This contributes to the community feel that
Brookton’s is known for. By using their limited space, they can also keep their products limited
much like Trader Joe’s used to their advantage. By giving consumers less options but higher
quality goods, they end up leaving more satisfied than they would if there were multiple choices
for one specific product. Trader Joe’s began as a small business much like Brookton’s still is
today. If Brookton’s continues to utilize some of the key components in Trader Joe’s strategy,
they can expand awareness of the market and increase their consumer base.
13. 13
Goals and Objectives of Campaign
Our goals and objectives are to provide marketing/advertising suggestions to Brookton’s
Market while keeping the community feel that they are known for. The friendly neighborhood
market could drastically increase their clientele with minor changes such as:
1. Getting more involved with social media.
2. Improving the business’ promotional video.
3. Collaborating with other local businesses to promote their market.
4. Focus advertising on being a specialty market to give an edge to retail.
5. Continue to focus on community outreach and build upon the outreach aspect.
Brookton’s management mentioned they were looking for ways to expand their consumer
base. By focusing on a few media outlets, Triple Threat can contribute to their marketing
strategy and try to spread awareness of Brookton’s Market other than just in the Brooktondale
area. Brookton’s Market has a good understanding of the fact that they cannot compete with
stores such as Wegmans or Walmart. Since Brookton’s is aware of this, they can use the fact that
they are a specialty market to their advantage.
However, Brookton’s needs to continue to try and pull in new customers and reach out to
the entire community. The market puts a lot of effort into the idea of a community by hosting
events, but those events aren’t advertised very well. If they were to build on their advertising
strategy, they would be able to reach many more in the community and surrounding areas.
14. 14
Our last suggestion is that Brookton’s should increase their social media presence. As
previously stated, social media has become a huge channel for advertising purposes. We believe
Brookton’s Market could become much more involved in their social media in order to reach out
to customers of all ages.
Key MessageBreakdown:
1) Brooktons Market strives to be a grocery story full of organic, nutritional items.
2) Brooktons Market is a place to not only grocery shop, but also enjoy hot beverages and
food
3) Brooktons Market caters to the needs of their community through special events to bring
the community together.
4) Brooktons Market might be mostly organic products, but this doesn’t make them
unaffordable.
Communication Vehicles
In order for Brookton’s to properly implement the key messages we have created for
them, they need to use the right communication vehicles to do so. As a team, we decide that the
best way to stay in touch with the community surrounding Brookton’s market would be through
social media. Brookton’s Market already has a Facebook and Instagram but how active they are
on these social media sites is really what is going to make a difference. Brookton’s Market needs
to post more frequently on facebook and instagram to keep their surrounding community
involved and informed. By increasing their presence and activeness on social media, this will
allow them to draw in a younger crowd. Social media is taking the world by storm and it is only
15. 15
a matter of time before every business will have to have some form of social media in order to
connect with their young customers/market.
Triple Threat also suggests that Brookton’s Market update their website and make
everything more accessible. They should have a page about them strictly as a business and their
history so that this way their customers can know what they are about and their background
before coming to the store. One thing Brookton’s Market said they wanted to change was the
overall view of people thinking they only sell expensive organic food. They could do that by
clearly stating that on their website and putting anything else on their that they would like their
customers to know about them. Brookton’s Market is also very community based. On their
website, they could advertise more events they have in their store or just more information about
what the store has to offer in general.
Flyers and posters are also a non-expensive way to advertise themselves as well. they
could communicate any message they would like whether it be a sale or an event and place them
on paper and put them around the town to catch the eye of a passing potential customer.
Implementation
The goals of the implementation of our campaign is to expand and increase the market's
clientele and profits through advertising and community outreach.
Step 1: Website and social media
Getting more involved with social media: Gaining more followers on both Instagram and
Facebook will be extremely beneficial. Following customers and other local business on
Instagram will automatically boost Brookton’s online presence and will result in those accounts
to follow back @brooktonsmarket. By increasing posts per week on both Instagram and
Facebook will also cause more followers to become familiar with in-store promotions and online
16. 16
activity. In addition to this, by posting all sale items and promotions on social media will cause
more people to come into the market to take advantage of items on sale. Gaining more followers
on Instagram specifically, will draw in the younger generation, which is one audience we are
suggesting to target. In addition to this creating a Twitter account can gain more customers,
specifically in the college student demographic. Through examining a PEW research study we
have learned that 74% of online adults use social media cites (Appendix B).
Website upkeep: 60% of small businesses do not have a website, Brookton’s does which
gives them a competitive edge. However, the website lacks a detailed special event section. This
special events section is very important to have consistently updated so that loyal customers can
easily see when and where community events will held. As of now, there is an events calendar
on the website, but this section is empty and never updated. In addition to this, the food items on
the website are not updated. We are aware of many new food items that are available in the
market but are not the website.
Improving the business’ promotional video: Through one day of low budget shooting the
Brookton’s Market promotional video could be improved significantly. The current promotion
video is located on YouTube with an extremely low amount of views. Most importantly, it is
vital that the promotional video for the market is uploaded and showcased on the market’s
website. By doing this the video will be easily accessible to people searching for information
about Brookton’s Market.
Step 2: Advertising
Collaborating with other local businesses: Collaboration will increase awareness of
Brookton’s Market to improve the consumer base and revenue. Since products from other
Tompkins County businesses are carried in the market and therefore being promoted, posting
17. 17
flyers in those storefronts would create a mutually beneficial situation. If Brookton’s came to a
mutual agreement with these stores such as Ithaca Bakery and Ithaca Beer Company, this would
allow for more exposure to their market in neighboring towns. Because Ithaca is such a large
college town taking advantage of advertising in other local businesses will help Brookton’s
Market to reach a younger demographic.
Community outreach: Getting the town more involved with the market will help to
connect with more than just the market’s regular customers. We noticed that Brookton’s hosts
Wednesday night dinners and occasional movie nights and brunches, however advertising the
information about these events through various mediums can help to increase the market’s
clientele. Having family oriented events such as movie nights and dinners will help involve the
older generation and the younger generation as well. In addition to events that the market itself
can host, taking advantage of other Tompkins County events such as Applefest and Oktoberfest
will help Brookton’s branch out of the Town of Caroline. By setting up a small stand or booth at
these events, it will allow the market to reach new demographics, especially college students,
from neighboring cities.
Step 3: Improve market organization
Storefront touch-ups: Brookton’s Market has a quaint store front that would be more eye-
catching with a few simple modifications. By beautifying outdoor features, Brookton’s Market
could look more appealing to potential customers. This could be made possible by touching up
the storefront paint, and by fixing some of the woodwork of the building.
Perfect the Brookton’s Market sign: The current Brookton’s Market sign located outside
the market, is small and could be updated. We suggest that the business should invest in a more
eye grabbing sign. By doing this, they will be able attract more customers who walk and drive by
(Appendix C).
18. 18
Revamp the counter menu: Brookton’s Market has a deli counter where they serve both
hot and cold meals. Brookton’s Market has a small menu that is not a accessible as it could be to
their customers. We suggest that the market enhance and update the size of the menu. By
implementing a large sign on the wall behind the main counter, the menu items would become
more visible to customers. To make the market’s menu aesthetically pleasing, it would be best if
they executed a colorful chalk board menu (Appendix C).
Evaluation
Try our suggestions for one year and see how they benefit Brookton’s Market as a whole.
We predict that if Brookton’s management implements our advice they will see a 20% increase
of profits for both grocery and ready to make food sales combined. The Market should see an
increase in people from other cities after implementing our advertising and social media
campaigns. In order to calculate this, Brookton’s might need to survey customers in the
upcoming year of implementation. The survey should ask questions like: How did you hear
about us, or why did you stop in today? This can be done by handing out a notecard with a place
customers can take a survey online. By doing this we believe that management will be able to
learn important information about the new customers we predict will come into the store front.
Fees
Storefront and sign revamp…………………………………………………………...$1,000-1,500
Supplies for new sign
Outdoor/Indoor paint touch ups
Website renovations and updates....……………………………………………………$100/hour
19. 19
Billable hours for webdesigner
New promotional video………………………………………………………………...…….$500
Printing of advertisements…...……………………………………………………….….$350-500
Flyers and/or posters
Creation of stickers
Social media strategy plan……………………………………………………..……$0-$50/hour
Billable hours for a social media intern or employee
Estimated Total Fees……………………………………………………………….$2,500-3,000
References
American FactFinder - Community Facts. (n.d.). Retrieved November 10, 2015, from
http://factfinder.census.gov/faces/nav/jsf/pages/community_facts.xhtml
Aiken, K. (n.d.). Who Really Makes Trader Joe's Food? (TASTE TEST). Retrieved October 2,
2015, from http://www.huffingtonpost.com/2013/02/12/who-makes-trader-joes-
food_n_2664899.html
Brookton's Market, Brooktondale. (n.d.). Retrieved October 3, 2015, from
http://www.tripadvisor.com/Restaurant_Review-g47373-d7723083-Reviews-
Brookton_s_Market-Brooktondale_Finger_Lakes_New_York.html
Brookton's Market - Brooktondale, NY. (n.d.). Retrieved October 3, 2015, from
http://www.yelp.com/biz/brooktons-market-brooktondale?ytprail=1
20. 20
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26. 26
Examples of potential outdoor engraved signs
Examples of potential chalkboard signs to catch customer’s eyes
For Release On: October 21, 2015 at 1pm For more information, please contact:
Project Manager: Sarah Kessler
(973) 255-8695
skessler@ithaca.edu
27. 27
Brookton’s Market Partners with Ithaca College Students
Ithaca, NY - October 21st, 2015 -- Our project team, Triple Threat Consulting Agency, is
a group of dedicated young researchers working together as part of an in-class Public Relations
project at Ithaca College. Our team is made up of six women with experience in
communications. Much of our time, research and work takes place on the Ithaca College campus,
specifically in the Roy H. Park School of Communications. Our consulting agency is writing this
release to update readers about our most current client and how we are of service to them. Our
project team has been assigned to make strategic proposals to help our newest client, Brookton’s
Market, grow their community and clientele. Brookton’s Market is a locally owned grocery store
and restaurant in the town of Caroline. Our research team is prepared to work efficiently to come
up with the necessary public relations proposals in order to help our client. We are taking on this
client because organic food stores are becoming more prevalent in today's market.
This Fall, we are developing a campaign for Brookton’s Market as our final project for a
public relations course in the Roy H. Park School of Communications. We are mentored and led
by professor Ann Marie Adams who specializes in the communications field. This course teaches
students how to launch a successful public relations campaign specific to the needs of our client.
Our final project will include our white paper as well as a formal in-class presentation. Working
with this real life client is an amazing opportunity for us students to gain hands on experience
working in the field of public relations.
Triple Threat Consulting Agency has conducted research on Brookton’s Market and their
competitors in an attempt to gain a better idea of Brookton Market’s business and the
surrounding community. With our newly acquired knowledge of PR practices, we are now more
capable of giving strategic communication advice and proposals. Our project team has new and
innovative ideas that can help Brookton’s Market create and maintain an overall positive image
and welcoming environment.
# # #
For more information about our current client:
Website: http://www.brooktonsmarket.com
Email: brooktonsmarket@gmail.com
For Immediate Release On: November 13, 2015 For more information, please contact:
Project Manager: Sarah Kessler
(973) 255-8695
skessler@ithaca.edu
Local Store Brookton’s Market Leaving Its Mark in Upstate New York
Ithaca, NY - November 13th, 2015 -- As members of Triple Threat Consulting Agency, we have
the opportunity to assist clients with several different aspects of their business including their
brand image and communication with the public. We have been working hard to make strategic
proposals to help our newest client, Brookton’s Market, grow their community and clientele.
28. 28
Brookton’s Market is a small grocery store located in Upstate New York. Their location in
Brooktondale gives them the ability to appeal to other surrounding areas in the Town of
Caroline. Brookton’s is open for business every day of the week, with hours varying by day.
Friendly staff, local products, and a welcoming environment are just some of the many
characteristics of Brookton’s Market.
Within their store, Brookton’s Market has a few dedicated employees allowing them to
have close relationships with their customers. In the community of Brooktondale, they
communicate with the people they serve and have created a sense of community with their
business. By offering freshly made food in addition to the grocery products they sell, Brookton’s
Market appeals to all different types of customers. In their fresh made food section, a customer
can purchase products such as sandwiches and pastries. In the grocery section of the store there
are many different speciality and organic items. Their events and community functions offer
ways for the residents of Brooktondale to be involved and build relationships with each other and
the employees. Brookton’s Market has several goals for themselves, including expanding their
customer base, showcasing their affordability, and maintaining their reputation.
Our team, Triple Threat, is getting involved with the grocery market because of the
increasing trends involving organic food stores. Specialty markets, like Brookton’s, are
beginning to dominate more and more within the grocery market. In comparison to other similar
stores, Brookton’s Market has unique features that differentiate them from their competition.
There is always a desire to be more successful and gain more business, which is what Brookton’s
Market wishes to do. There are several ways that they can achieve these, as well as other goals
that they have as a business. As members of Triple Threat Consulting Agency, we are
enthusiastic about the future of Brookton’s Market and what’s to come for them in the grocery
market.
# # #
About Brookton’s Market:
Website: http://www.brooktonsmarket.com
Email: brooktonsmarket@gmail.com
Location: 491 Brooktondale Rd, Brooktondale, NY
Phone: (607) 539-7900