The document is a public relations proposal from New Direction Public Relations for the Sciencenter, a hands-on science museum in Ithaca, NY. The proposal provides strategies and tactics to help the Sciencenter achieve its objectives of growing membership by 10%, increasing membership outside of Tompkins County, and increasing the number of visitors. It analyzes the Sciencenter's situation, competitors, trends influencing the industry, and provides a timeline and budget for implementing the proposed strategies and tactics.

1. Sciencenter:Differentiating Your Brand in a Competitive Marketplace
A Public Relations Proposal
12/19/13
New Direction Public Relations:
Emma Behrens, Chris Brown, Sonya Joshi, Jessica Merrill, Marisa Nizzi

2. Table of contents
New Direction Mission Statement 3
Executive Summary 4
Objectives 5
Situation Analysis 6
Influencing Trends 7
Competitor Analysis 8
SWOT Analysis 10
Article Audit 11
Target Audience 21
Strategies 24
Tactics 26
Measurement & Evaluation 30
Timetable 32
Budget 34
Meet Our Team 36
Appendix 38
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3. New
Direction
3
New Direction Public Relations is a small public relations agency located in the
heart of Ithaca, New York. It is comprised of five strong, driven, and inspired
young individuals who strive to bring positive results to its clients. Through our
knowledge and actions, we model our public relations ethics in everything we
do. New Direction will meet its clients’ needs by setting them apart from their
competitors. As a part of our cohesive proposals, we aim to create inventive
strategies that utilize traditional and emerging media.

4. Executive Summary
The Sciencenter is a not-for-profit, hands on science museum located in Ithaca, New York. This
educational organization strives to inspire youth to become more involved in the science world through
interactive exhibits and programs that engage, educate, and empower. When founded in May 1983, the
Sciencenter consisted of a relatively small program run by volunteer teachers, Debbie and Ilma Levine.
Today it has grown into a nationally known organization. While driving along First Street, the innovative
building design is sure to grab the attention of any passerby.
With a strong emphasis on customer service and safety, and with the help of volunteers, the
Sciencenter hosts roughly 100,000 guests a year. Although the Sciencenter has an abundance of visitors,
the staff recognizes the need to increase membership overall. Currently, they are mostly targeting the
younger generation. The New Direction Public Relations has made it their mission to research this
membership challenge and guide the Sciencenter towards optimizing their organization’s potential.
This comprehensive public relations proposal is designed to show the Sciencenter ways to reach their
goals and appeal to new and existing visitors. While researching and identifying the organizations key
objectives, New Direction has examined the Sciencenter at its current state, the competitors of the
Sciencenter, and the community in which it is based. This proposal provides strategies and tactics that
could taken in order to achieve these objectives.
From all of the team members here at New Direction Public Relations, we thank you for giving us the
opportunity to work with the Sciencenter.
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5. Objectives
5
Grow membership by at least 10%
Increase membership outside of Tompkins County
Increase number of visitors

6. Situation Analysis
6
The Sciencenter is an interactive museum located on 1st Street in Ithaca, NY. The museum offers
over 250 exhibits for kids to explore, learn from and enjoy. The Sciencenter is open Tuesday to
Saturday from 10am to 5pm and Sundays from 12pm-5pm. Currently around 100,000 people visit
the Sciencenter per year. One of the biggest problems facing science centers across the country
is turning one time visitors into repeat visitors. At the Sciencenter, this problem can be solved by
encouraging visitors to become members. Media-wise, the Sciencenter has an abundance of
articles written about them as well as a monthly column in the Ithaca Journal. However, the fact
that, outside of the immediate Ithaca area, coverage is less frequent is one that needs to be
remedied. The strategies and tactics we have provided will place the Sciencenter on the correct
path towards overcoming the challenges they face. Using these strategies and tactics will give
the Sciencenter the opportunity to expand their visitorship and achieve their objectives.

7. Influencing Trends
7
Economic Forces
As with all activities that cost money, the Sciencenter’s success is dependent on families having excess money
for fun activities. In recent years, the economy in the United States has been on an upward trend and families
are spending a higher percentage of their income on entertainment than ever before (Thompson). For the
Sciencenter, this is a positive thing. Instead of convincing people to spend their money on entertainment, the
Sciencenter can focus specifically on getting people to spend their entertainment money at the Sciencenter.
Research done by the Association of Science-Technology Centers -an association the Sciencenter is a
member of- shows upward trends within the industry. Science centers across the United States have
consistently seen a rise in total attendance yearly with an exception of 2009, which was slightly down possibly
due to the residual effects of the economic crash in 2008 (“Total On-Site Attendance..” 1).
Social Forces
Industry Trends
There has also been a socio-cultural trend in recent years to increase education in the fields of science,
technology, engineering and math (STEM) for students across the country (Obama). Because of the pressure
to focus on STEM in schools, businesses may be more likely to give grants to schools, allowing teachers to bring
students on field trips more frequently.

8. Competitor Analysis
8
Syracuse, NY
Adults $8, Children (2-11) $7, Toddlers
(Under 2) Free
Membership $100 per family
1 hour 5 minutes from the Sciencenter
http://www.most.org
Special Features: IMAX Omnitheater
Adults $7, Toddlers (Under 1) Free
Membership $65 per family
1 hour 8 minutes from the Sciencenter
http://www.thediscoverycenter.org
Special Features: The Story Garden
Binghamton, NY
Adults $8, Students and Seniors $6,
Children (Under 4) Free
Membership $65 per family
1 hour 2 minutes from the Sciencenter
http://www.roberson.org
Special Features: Digital Planetarium
Binghamton, NY
Outside
Ithaca

9. Competitor Analysis
9
Ithaca,
NY
Adults $3, College Students and
Seniors $2, Children (4-17) $1, Toddlers
(3 and under) Free
Membership $40/family
https://www.facebook.com/cayugan
aturecenter
Special Features: TEAM Challenge
Ropes Course
Within Ithaca
Ithaca, NY
Adults $8, College Students and
Seniors $5, Children (4-17) $3, Toddlers
(3 and under) Free
Membership $65/family
http://www.museumoftheearth.org
Special Features: One of the largest
fossil collections in the United States
Ithaca,
NY
Adults $8, Seniors $7, Children (3-17)
$6, Toddlers (2 and under) Free
Membership $75/family
https://www.sciencenter.org
Special Features: Galaxy Golf

10. SWOT
Analysis
10
Strengths Weaknesses
Opportunities Threats
1) No science museum like it in the area
2) Has won numerous national awards and several local
awards including Ithaca Non-Profit of the Year in 2006 and a
2013 award for its online human resources page
3) Option in Winter when many outdoor activities may not be
possible
4) Frequent exhibit changes allowing for return visitors
5) Has after-school program and summer camps
6) Strong Wikipedia Page
1) Closed on Mondays
2) No TCAT bus that goes directly there from the commons
3) Lack of media coverage outside of direct Ithaca community
4) Presence on social media is inconsistent:
 1,954 Facebook likes with posts every couple of days
 66 Subscribers on YouTube
 5 videos on Vimeo
 438 followers on Twitter with posts usually only twice a month
 616 check-ins on Foursquare
 Has a Pinterest with no pins and no likes
1) Room to expand social media coverage
2) Create a learning environment
3) Engage students outside Tompkins County
Within Ithaca:
1) Museum of the Earth
2) Cayuga Nature Center
3) Lots of free outdoor activities in Ithaca such as the gorges,
hiking trails, lakes, Children’s Garden
Outside of Ithaca:
1) MOST- Museum of Science and Technology
2) The Discovery Center of the Southern Tier
3) Roberson Museum and Science Center

11. Article Audit
11
New Exhibits
These articles inform the local community of new exhibits at the Sciencenter. Because the
Sciencenter changes exhibits frequently, it is important to keep the community informed so that
they will return to the center to see new things. These articles were most frequently published in the
Ithaca Journal however, sometimes were published on occasion in more widespread publications
such as Tompkins Weekly.
Awards
Articles in this section were published in a broader assortment of places than other articles. These
articles show the prestige of the Sciencenter and may encourage visitors from further away to
attend.
What kids Have
Done
These articles focus cool things that kids have done at the Sciencenter. Because these papers are
relatively community oriented, having articles that highlight specific kids in the community is a good
way to reach out to papers.
For examples,
see Appendix
Sciencente
r

12. Article Audit
12
Honoring Science Influencers
These articles talk about achievements of people who have been very important in the shaping of
the Sciencenter. They are important because they give a history of the center and emphasize how
important community members are in the progress of the Sciencenter.
30th Anniversary
These articles all surround the topic of the Sciencenter’s 30th anniversary. Some of them give
readers a little history of the center; others focus on all that the Sciencenter currently has to offer.
This special anniversary received more coverage, in a wider area, than any other singular event in
the past two years. Such events happen on an infrequent basis making them something that the
Sciencenter can not rely on for publicity. The Sciencenter should, however, take advantage of
moments such as their 35th anniversary by creating programming geared around it to replicate
some of the coverage they received for their 30th.

13. Article Audit
13
Sagan Planet Walk
These articles show a huge achievement that the Sciencenter reached: the world’s largest exhibit
of outer space. This mile-stone allowed them to share this excitement both within Ithaca and the
science community in general. Several of these articles were picked up by other news sources.
research
These articles summarize specific research done on the effects of allowing children the choice of
whether or not to donate. Though the Sciencenter didn’t conduct the experiments, the play room
in the Sciencenter aided much of this research as well as the research of others at Cornell.
Touring Exhibits
These articles are from papers around the country that have housed one of the Sciencenter’s
traveling exhibits. It is important to note these because they emphasize the impact of the
Sciencenter outside of the direct Ithaca community.

14. Article Audit
14
General Articles about the Sciencenter
These articles don’t focus on a specific aspect of the Sciencenter but instead raise awareness of it
as a viable family outing. These will help new members of the community learn about the
Sciencenter and act as a reminder for existing members of the community about all the
Sciencenter has to offer.
Sciencenter
Connection
In 2013, column was written by Teresa Bell, the Public and Media Relations Manager at the
Sciencenter. However, before that point, the writing of it was passed among different members of
the Sciencenter staff. It is published in the Ithaca Journal the second Sunday of every month and
informs community members of what is occurring that month at the Sciencenter. It mainly focuses
on new exhibits but also highlights some big accomplishments of the Sciencenter.

15. Article Audit
15
State Grant
The Southern Tier received $8.19 million from the regional economic development council awards.
From this award, the almost 60 year old Roberson Museum and Science Center will be receiving
$500,000 of it. The money will be used to update facilities including the museums heating and air
conditioning systems. They also hope to put some of the money towards creating new exhibits to
attract more tourists to the area.
“Home for the Holidays”
Celebration
This winter, the Roberson Museum and Science Center is holding their 59th Home for the Holidays
event. The museum is transformed to showcase holidays around the world. The event takes place
from November 20th-January 5th. During this time, the Teen Opera of the Southern Tier will be
performing at the Roberson Museum and Science Center. Also, the United Way of Broome County
took advantage of the museum during this time to hold their thank you reception for local
businesses in the area that have helped contribute to their success.
Roberson museum
Science Center

16. Article Audit
16
2-Day exhibition: First Step to Freedom
In November 2012, the Roberson Museum and Science Center held a 2-day exhibition. The theme
of the exhibition was called First Step Towards Freedom. During this exhibition, they had on display
Abraham Lincoln’s Preliminary Emancipation Proclamation. The museum had other historical items
on display like Dr. Martin Luther King Jr’s speech.
Train Exhibition
Expansion
The Roberson Museum and Science Center is now (as of August 2012) home to the region’s largest
public model train display. A young Girl Scout from New Jersey contributed her replica of the Old
Fire Station Number 5. This is a very recognizable building on Binghamton’s Southside.
Roberson Region Art Exhibition
On July 14, 2013 the Roberson Museum and Science Center held their Roberson Regional Art
Exhibition. Fifty artist from across the Southern Tier showcased seventy-one pieces of work during the
day. The exhibition only lasted the day, but for people unable to attend that day, the art was
posted until in the museum until October 27th.

17. Article Audit
17
Discovery Center Expands
This month (December 2013), to satisfy HIPPA laws, the Discovery Center of the Southern Tier added
a new room for preschool kids. The room will also be used to host birthday parties on the weekend.
Holiday Plans
During the two-week break that the kids get for the holiday season, the Discovery Center of the
Southern Tier will have plenty for them to do. Included during this time they will be having their 12th
Annual Village of Gingerbread.
The Discovery
Center of the
Southern Tier
Kid’s book
fest
In November 2013, the Discovery Center of the Southern Tier held a daylong kids’ book fest. Entry
was free to anyone with a library card. Also included in the article is a schedule of the events for the
day.

18. Article Audit
18
Creative Energy Efficient Project
In January 2012, The Discovery Center of The Southern Tier was recognized by the NYSERDA for their
kids club after school program. They were recognized due to their studies to conserve energy and
renew energy and then it’s application to replace special kinds of lamps in countries like Kenya and
Africa.

19. Article Audit
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Buy Local Bash
On Monday November 25, 2013 the MoST museum hosted the Buy Local Bash from 6-9:30pm.
Tickets were sold at $25 with the promise of live music. This event included over 100 different
vendors from Central New York area giving out samples in the hopes of encouraging people to
consider local sources during the holiday season.
Polar Express Pajama Party
This year marked the eighth year the MoST put on it’s Polar Express Pajama Party. On Saturday
December 11th, 2013 kids were able to drink hot chocolate, make liquid nitrogen ice cream, salt
crystal snowflakes, jingle bell bracelets and even get temporary tattoos with a holiday themes. They
even got to sit on Santa’s lap. The main event, however, was the screening of the Polar Express on
their IMAX.
Museum of
Science
and Technology
Problems with a Most Attraction
Problems have been reported with the $145,000 fighter jet exhibit do to the over-exuberance of the
kids using it. The target audience of 6th to 8th graders have caused the attraction’s designer to
come and replace the broken joystick with one that will hold up better.

20. Article Audit
20
Grants
Articles about a grants received by the Cayuga Nature Center and the Museum of the Earth are
important because they demonstrate the accomplishments made by the institutions. To be the
recipient of grant money, one must be doing something important or meaningful.
Happening
s
These articles tell community members about upcoming events. For people who may have come
to the museum in the past, it is a reminder to visit again because things are constantly changing.
Nature Center /
Museum of the earth

21. Target Audience Primary
James is a 4 year old who consistently attends the Sciencenter’s Preschool
Program on Tuesdays with Grandpa Joe. He has been attending since he was
2 years old and loves to tell everyone about it. His favorite topic is earth time.
Chloe is a 9 year old 4th grader who loves to learn. Her favorite subjects in
school are science and gym. She loves to read books with her mom every
evening and never gives her parents trouble about going to school each
day.
Marcus is 13 years old and in 8th grade. He has won the science fair at his
middle school for two years running. He enjoys his science and math classes.
He dreams of attending college and becoming an engineer some day.
Early Explorers (Ages 0-5)
Young Scientists (Ages 6-10)
Future Science Leaders (Ages 12-14)
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22. Target Audience Primary
Dennis Allen is a 46-year-old parent to his 10-year-old daughter, Vanessa.
He has created a routine with his daughter that ever night when he
arrives home from work they go over her homework and discuss things
that she learned that day. Dennis struggled in school, but went on to
receive a two-year degree and is now a construction worker. He has a
dream for his daughter to excel in school and have the knowledge to
take any career path she chooses.
Mrs. Trojnar is a 7th grade science teacher at the Cortland Junior/Senior
High School. She believes that hands-on learning is the best teaching
technique for her to use with her students. She brings her classes to the
Sciencenter once every year in May. She has been coming to the
Sciencenter for eight years now. Mrs. Trojnar uses this time to show her
students real examples of the things that they have learned in the
classroom throughout the year. She recently has reached out to the
entire science department at her school for them to also become
involved with the Sciencenter and use hands-on learning. She expressed
to them all of the perks of this field trip including the low-cost with the
group rate and wide range of topics.
The Proactive Parent
The Active Science
Teacher
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23. Target Audience Secondary
Jennifer is a journalist for the Wayne Post in Newark, New York. She
graduated with a degree in journalism and a minor in psychology. She
believes in informing her audience of not only what is happening in
Wayne County and Newark, but in the surrounding areas as well.
Jennifer’s job description has her currently focusing on activities for
families and current events in surrounding areas.
The Informed Journalist
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The Involved Local Business Owner
Greg is a business owner in the Ithaca area who really believes in giving
back to the community with the intention of helping it continue to
prosper. He became a donor to the Sciencenter after he brought his 8-
year-old niece there. Greg felt that the Sciencenter was a great
contribution to the area and wanted to become a part of increasing
the quality of its facilities and popularity in the local and surrounding
areas.

24. Strategies
Improve Web Presence
We suggest that the Sciencenter improve its webpage. At this time, the webpage is difficult to
navigate and unappealing to its audience. Making the webpage more modernized and easier
to navigate could increase the Sciencenter’s attendance. It will allow its audience to find
information on all of the different aspects that the Sciencenter has to offer much more easily.
We also suggest that they improve their social media by making it more interactive and
updated daily. The Sciencenter has a Facebook page, Twitter, Pinterest and YouTube videos.
This is a good start, but these forms of social media have few to zeros posts and need to be
updated frequently for them to be beneficial to the company.
Develop Relationships outside of Tompkins Count
The Sciencenter targets a wide range of ages, but not always a large distance. Through
competitions, the Sciencenter can bring in students from in and outside of Tompkins County.
The competitions will force the students to interact with the Sciencenter, in hopes of making
them want to return. It will also draw in their families.
24

25. Strategies
build stronger relationships with schools
The Sciencenter brings in many school field trips each year, but the number can be increased.
By creating stronger connections within schools’ science programs, the Sciencenter can
guarantee themselves yearly field trips from individual schools within and outside of Tompkins
County. Creating a stronger relationship could encourage the science programs to not only
bring one grade or class, but every grade that the Sciencenter is beneficial for.
Create a Program Encouraging Families to come back
Monthly
The Sciencenter’s membership is a great choice for families or people who attend the center
often and has many benefits to it for a reasonable price. We believe that by implementing a
program that encourages members to come to the Sciencenter monthly can increase the
amount of people who become interested in and actually become members. This monthly
event would be for members only, but would be publicly advertised to show others one of the
many opportunities that come from being a Sciencenter member.
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26. Tactics
Social Media as a form of Promotion
We suggest that the Sciencenter utilize their social media as a free way of advertising and reaching a
larger audience. This is a simple and free tactic that could greatly benefit the Sciencenter and
increase their attendance from people in and outside of Tompkins County. The Sciencenter already
has a marketing position, so this will cost them nothing besides time. We believe that by updating their
social media on a daily basis they will gain much more attention. For Facebook and Twitter, each day
the Sciencenter can post/tweet a new scientific fact. Also, they can be posting and tweeting about
any new updates or upcoming events occurring within the Sciencenter. For their YouTube videos, they
can post videos two or three times a month to display small segments of different events or exhibits
that they have.
26

27. Tactics
Web Design Competition
We feel that the Sciencenter’s webpage is not appropriate or attractive for its audience. The
webpage should be used to grab attention, attract potential attendees, and provide useful
information about what is happening there. It should be a reflection of the Sciencenter and what it’s
all about. The current webpage is plain and does not clearly display what the Sciencenter is about or
its strongest attractions for its audience.
To improve the webpage, without much cost to the Sciencenter, and to use the benefits of the
community surrounding it, we think that a web design competition would be beneficial. The
competition would be for college students, with an incentive prize of $450 for the winner. The
competitors would design an entirely new webpage that would properly reflect the Sciencenter, be
attractive to their audience and simple to navigate.
The Sciencenter would reach out to specific departments at Ithaca College and Cornell University via
email with details of the competition for them to provide to their students. The competition would
begin in January and end in May, with hopes that the new website will be completed and available
by June.
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28. Tactics
Teacher Open House
A teacher open house could be held twice a year to build stronger connections with science programs within
schools. The open house would allow teachers to come visit the Sciencenter, for free, one evening and view
all of the opportunities the Sciencenter has to offer their students. During the open house they’d be able to
view all exhibits and talk with the knowledgeable staff about all the Sciencenter has to offer.
There would be two open houses a year, one in February and another in August. Teachers in school districts
within 70 miles will be invited via email. The open house will be open to teachers with students of all ages from
kindergarten through high school.
28
Theme of the Month
Another tactic we suggest for the Sciencenter to increase their membership is to add a theme of the month
day. Each month the Sciencenter will have a different science theme. For example, February will be dinosaurs
and June will be the earth below you. On the second Sunday of every month the Sciencenter will hold a day
completely dedicated to this theme for members only though. It will have hands on activities for children of all
different ages and will teach them about the specific science theme.
The theme of the month will be widely advertised with posters and brochures. The posters and brochures will
show the different theme for each month and activities that will be taking place (the brochure having much
more detail). Included in the brochure will also be a list of the other incentives of becoming a Sciencenter
member.

29. Tactics
“Science battle” Competition
A way for the Sciencenter to get more involved with schools and individual kids within and outside of
Tompkins County is with a Science Battle Competition. This will bring together middle school and high
school kids from all different school districts. Not only will it bring them together, but more importantly
will bring them to the Sciencenter.
The Science Battle will be a competition with two divisions, one for middle school groups and one for
high school groups. Each group will be made up of five students. The students will receive a scientific
problem created by the Sciencenter. They will receive this problem three weeks in advance to the
competition. Each group for the middle school division will receive the same problem. The high school
division will then get a more difficult problem. Each group will prepare a solution to the problem and
propose their idea to a panel of three judges. The Science Battle will be held on April 24th, 2014 at the
Sciencenter. The middle school division will be held in the morning and the high school division will
follow in the afternoon. The winning group of each division will win $250 and a year membership to the
Sciencenter.
We will reach out to schools by sending every school district within a 70-mile radius a flyer. Details for
the competition will also be posted on the website and posters will be put up around Ithaca and the
Sciencenter.
29

30. Evaluation
Measurement of Website Traffic
Measuring this data will help determine whether the campaign has been successful in creating more interest
in the website. Click-through data and other measurements, such as how many new ‘likes’ or ‘shares’ the
Sciencenter receives can be monitored through the use of Google Analytics.
30
Increase the number of visitors
Through the monitoring of ticket sales, the Sciencenter can see the increase of new visitors. An online record
could be kept of these sales to compare to past and future sales.
Expand the number of memberships
The Sciencenter will keep thorough records of how many new memberships are created and the types of
families or individuals that open up these memberships. From these statistics we could receive progress reports
on a monthly basis to better monitor the Sciencenter’s progress.

31. Increase awareness outside Tompkins County
To measure the awareness of our campaign, the number of times the Sciencenter’s name comes up outside
of the Ithaca area would be sufficient. This includes outlets such as newspapers and social media venues.
Monitoring this halo effect that has resulted from the publicity could also provide a better idea of the number
of people being reached from outside of Tompkins County.
31
Participation in Promotional Events
At programs such as the Theme of the Month day, the number of participants are measured through a sign-
up sheet that is posted at the start of the month to see those who are interested in participating next month’s
event. Additionally, at the events, there will be a check-in table to measure the amount of people that
actually participated.
Evaluation

32. Timetable
32
This campaign will run starting January of 2014 and goes throughout the entire year. During this time period, we
have events that will last for the whole time period, and others that will last for a shorter period of time. All of our
printed materials will have a design period of one and a half weeks at the beginning of January for our
marketing team to develop the posters, flyers, and brochures they will need throughout the year.
Specifically, our Theme of the Month posters and Theme of the Month brochures will be completed by January
13th. The first Theme of the Month Day will take place on January 12th. Unfortunately, the posters and brochures
will not be done by this date, but to compensate, we will be aggressively promoting the event through social
media. This will be a great way to kick off bringing the Sciencenter’s social media to life. After January, the
event will be promoted through our promotional materials and social media. The Theme of the Month Day will
take place on the second Sunday of every month.
Our second set of dates has to do with the Sciencenter’s Web Design Competition. Our promotional material will
be posted on that same day that the competition begins, January 13th. Before this, on January 6th professors at
Ithaca College and Cornell University will be informed of the competition by email and asked to provide their
students with this information to enter the competition. The competition will end on May 12th. Also, on January 3rd
a press release discussing the Web Design Competition will be released to the college newspapers.
The teacher open houses will be held on February 3rd and August 4th, both being the first Monday in each
month. To promote this event, emails will be sent out to teachers within a 70-mile radius of the Sciencenter two
weeks in advance. Three days before the event, teachers will receive a reminder email. This event will also be
promoted via social media.
Our final set of dates revolve around the Science Battle. On February 24th a press release will be circulated
about the battle. Promotional material will begin to be posted in January once completed. The battle will take
place on Saturday, April 24th. A press release including the winners of the battle will be distributed on Monday,
April 26th.

33. Timetable
33

34. budget
34
We have created a detailed budget for the entirety of this campaign. Our total given budget was
$2,000 and we have divided that into different executions and tactics that we think will help meet our
objectives. We have budgeted four categories: printed materials, prize money, food for judges, and
monthly events.
Using figures from Staples as an example, we calculated that the total of all of our printed materials
comes out to $354.01, which accounts for around 18% of our total budget. Printed materials include
flyers, posters, brochures, and even certificates for the second and third place finishers of the Science
Battle.
We also have a number of prizes that we will hand out. These prizes will solely be cash of different
denominations to the winners of the Web Design Contest, and the winners of the Science Battle. All
cash prizes added together equal $950 and account for around 48% of our total budget.
Finally, we have the cost of food per judge at the Science Battle and the cost of each event per
month for Theme of the Month. We figured each of the three judges would need around $15 worth of
food because the event will not take all day and that should suffice for a nice lunch. In addition to
that, for Theme of the Month, we left $50 per event for materials to generate 12 different events
throughout the year. These two account for the remaining 32% of our budget.
This leaves us with around 2%, or $50.99 leftover for any additional costs that arise throughout the year.

35. budget
35

36. Christopher Brown – cbrown8@ithaca.edu
Christopher Brown is an Ithaca College sophomore Integrated Marketing
Communications major with a minor in Communication Management and Design.
At IC, he plays defense for the Club Men’s Ice Hockey team and works as a student
assistant in the library at the Multi-Media desk. He plans on studying in LA in the
spring of his junior year and looks forward to gaining new experiences on the west
coast. Chris hails from Reading, MA, a small suburb north of Boston, and hopes to
pursue a career in art direction and graphic design marketing.
Meet Our Team
36
Emma Behrens – ebehren1@ithaca.edu
Emma is a sophomore at Ithaca College with an Integrated Marketing
Communications major and a minor in Sociology. She is currently the Vice President
of Sophomore Class Council and is a member of Students Today, Alumni Tomorrow,
chairing the conference committee. She works as a member of the Operations Staff
at Campus Center and Event Services and rows for the Ithaca College Women’s
Crew Team. She loves her small town in Vermont but also loves to travel the world.
Jessica Merrill – jmerril2@ithaca.edu
Jessica is a sophomore Ithaca College student studying Integrated Marketing
Communications with a minor in Still Photography. She plans on studying in New
York City the spring of her Junior year. Currently, Jessica is a photographer for
HiFashion Studios at Ithaca College and and is an active sister in the community
service sorority, Gamma Delta Pi. She is originally from Manchester, Vermont and
hopes to move to New York City after graduation and pursue a career in
photography or public relations.

37. Marisa Nizzi – mnizzi1@ithaca.edu
Marisa Nizzi is currently a sophomore Integrated Marketing Communications major
at Ithaca College. She plans to study abroad in London during the spring semester
of her junior year. She is involved in several clubs and organizations on campus
including club soccer and the American Marketing Association. She also holds an
on campus job as a receptionist at the Athletics and Events Center. Marisa came
from a small town, Frankfort New York, which lies between Syracuse and Albany
New York. She plans to move south after graduation to pursue a career in
marketing or public relations within professional athletics.
Meet Our Team
37
Sonya Joshi – sjoshi1@ithaca.edu
Sonya is a sophomore Integrated Marketing Communication major at Ithaca
College and is pursuing a minor in Psychology. She is a member of the American
Advertising Federation, Habitat for Humanity and is on the Women’s Club Soccer
team. She is originally from Randolph, New Jersey and hopes to pursue her passion
in advertising at an agency once she graduates. Being from north Jersey and 45
minutes outside of New York City, she hopes to land an internship this summer in the
Big Apple.

38. Appendix
38
Web design Competition
Poster Flyer

39. Appendix
39
Press Release:
Web Design Competition

40. Appendix
40
Press Release:
Science battle

41. Appendix
41
Press Release:
Science battle Winners

42. Appendix
42
Science battle
Palm Card
Poster

43. Appendix
43
Science battle:
Certificates

44. Appendix
44
Theme of the Month
brochure

45. Appendix
45
Theme of the Month
Flyer
Poster

46. 46
New Exhibits:
2013
“Family Watch: Get Small for NanoDays at the Sciencenter.” April 6, Ithaca Journal
http://www.sciencenter.org/whatsnew/d/2013-04-06%20NanoDays.pdf
“Behind the ‘Crime Scene’ at Sciencenter.” September 16, Tompkins Weekly
www.tompkinshosting.com/tompkinsweekly/TompkinsWeekly130916.pdf#page=5
“Putting Clues Together: Sciencenter Sets Up Forensic Science Exhibit.” September 18, Ithaca Times
www.sciencenter.org/whatsnew/d/2013-09-18%20Crime%20Lab%20Detective.pdf
“New Show at Ithaca’s Sciencenter.” January 18, Ithaca Journal
www.sciencenter.org/whatsnew/d/2013-01-19%20New%20Show%20at%20Ithaca's%20Sciencenter.pdf
“Roll, Drop, Bounce at the Sciencenter.” April 12, Lansing Star
www.sciencenter.org/whatsnew/d/2013-04-12%20Roll%20Drop%20Bounce%20at%20the%20Sciencenter.pdf
“CU, Sciencenter to Snap Earth from Saturn.” July 15, Ithaca Journal
www.sciencenter.org/whatsnew/d/2013-07-11%20CU,%20Sciencenter%20to%20snap%20Earth%20from%20Saturn.pdf
“Transported: Traveling Technology Exhibition Comes Home.” February 13, Ithaca Times
www.sciencenter.org/whatsnew/d/2013-02-
13%20Transported_Traveling%20Technology%20Exhibition%20Comes%20Home.pdf
“From Here to There: Explore How Things Move at the Sciencenter.” February 4, Ithaca Child
http://www.ithacachild.net/PAST/FEB13/FEB13Index.htm
Appendix
Sciencente
r

47. 47
New Exhibits:
2012
“Check out new exhibit opening at Discovery Center.” May 23, Daily News Journal
http://www.sciencenter.org/whatsnew/d/2012-05-23%20What%20Would%20Mama%20Do%20Discovery%20Center.pdf
“Discovery Center opening Tree Houses exhibit: Find out who’s living in, around and under tress.” May 21, Daily News Journal
http://www.sciencenter.org/whatsnew/d/2012-05-
21%20Discovery%20Center%20opening%20Tree%20Houses%20exhibit%20Daily%20News%20Journal.pdf
“Explore Watersheds Without Getting Wet.” February 13, Tompkins Weekly
http://www.sciencenter.org/whatsnew/d/2012-02-
13%20Explore%20Watersheds%20Without%20Getting%20Wet%20Tompkins%20Weekly.pdf
“Sciencenter’s Watershed Moment--Interactive exhibit links Cayuga drainage to oceans’ health.” February 2, Ithaca Journal
http://www.sciencenter.org/whatsnew/d/2012-02-02%20Sciencenters%20Watershed%20Moment%20-
%20Ithaca%20Journal.pdf
“Making the Ocean Bound! exhibit at the Sciencenter.” February 2, ithacajournal.com
http://www.theithacajournal.com/apps/pbcs.dll/gallery?Avis=CB&Dato=20120201&Kategori=NEWS01&Lopenr=202010802&R
ef=PH
“Protecting Watersheds.” October 1, ASTC Dimensions
http://www.sciencenter.org/whatsnew/d/2012-10%20ASTC%20Dimensions%20Protecting%20Watersheds.pdf
“Sciencenter Celebrates All Things Nano.” March 12, Tompkins Weekly
http://www.sciencenter.org/whatsnew/d/2012-03-12%20Sciencenter%20Celebrates%20All%20Things%20Nano.pdf
“March is Nano Month as the Sciencenter.” March 9, Lansing Star
http://www.sciencenter.org/whatsnew/d/2012-03-09%20March%20is%20Nano%20Month%20Lansing%20Star.pdf

48. 48
Example: New Exhibits