By: Shelby Pascoe, Emily Gaffney, Kelly Higgins, Terry Benjamin, & Charles Bryan
Table of Contents Title
Page Number
Executive Strategy & Overview
1
Agency Brand Strategy
2
History
3
SWOT
4
Competitive Analysis
5-6
Situational Analysis
7
Objectives
8
Budget Summary
9
Research
10
Survey Results
11
Brand Value Proposition
12
Target Market Profiles
13
Campaign Stratgey
14
The Big Idea
15
Creative
16
Print Advertisements
17
Television Storyboard
18
Billboards
19
Internet Banner Ad
20
Creative Testing
21
Media Objectives & Strategy
22
Media Choices: Magazine
23
Television
24
Internet
25
Media Schedule
26
Media Budget
27
Brand Activation
28-30
Marketing Recommendations
31
Evaluation
32
Creative Brief
33
Biographies
34-35
Executive Strategy: Santitas Tortilla Chips are delicious, crunchy corn tortilla chips priced at only $2 a 16 ounce bag. Santitas emphasizes their authentic Mexican taste. We want to focus on the idea of a tasty snack for the whole family to share and enjoy with a bowl of salsa or guacamole. While working closely with the Santitas brand, we have decided on using many tactics to obtain our goals. We plan to produce print, Internet and grocery store promotions, as well as TV commercials to gain awareness among our target audience of women 25-54. In order to gain this awareness, it is important that the women of our target audience know how much they can save on our brand without losing taste and nutrition.
Overview: Tortilla chips are perfect for parties, movie watching with family or just an every-day snack. After surveying our target audience of 25-54 year-old women we were amazed to find that 96% of our survey participants expect to spend three dollars or more on a family size bag of chips. This campaign is designed to change that. Our bags of Santitas Chips are merely two dollars with the same great taste. By emphasizing our affordable brand, we plan to increase sales by 9%. Freelane Ads has been given $18 million in order to guarantee that this campaign will be a success.
1
Freelane Ads is a full-service Advertising Agency, located in Ithaca, NY. Freelane Ads is a young agency with a small, intimate staff of five people. All five employees are integral parts of this small family, they are all full of fresh ideas and new creative, tactical strategies. We believe that for all good advertising there must first be a good product, followed by great goals and even better research and execution. Freelane Ads works closely with their client to ensure complete happiness. We ensure open communication between our clients and each person on our team to create the best possible outcomes.
2
Santitas History Santitas debuted in 1985, four years after the creation of Frito Lays first tortilla chip brand; Tostitos. Santitas was created to be a less expensive yet equally tasty version of Tostitos. The 80’s was a time where consumers were interested in “light” foods, which subsequently created the appeal for the now very popular tortilla chip market.
!
December 19, 1985 Santitas was created.
March 5, 2012 Hires Freelane Advertising Agency to take on its first advertising campaign.
3
SWOT SWOT
Strengths: Santitas chips are the authentic Mexican chips made from premium quality, stoneground corn. Costing only two dollars, this delicious snack is affordable and cheaper than many competitors. Produced by Frito Lay, Santitas has great potential to become well known. With fewer calories from fat, Santitas chips are also a healthier option than many of its competitors.
Opportunities: Considering how little marketing has been produced for Santitas chips, this gives our agency flexibility to approach this new campaign as we choose. This lack of advertising also allows us to help Santitas grow as a brand, build brand awareness and gives our agency a chance to be greatly successful. Threats: Santitas has many impressive competitors that pose as a threat to the sales of Santitas chips. With many successful marketing strategies, these competitors continue to prosper and succeed in the tortilla chip market, while Santitas trails behind.
Weaknesses: Santitas lacks an effective marketing strategy and has produced few advertisements. This brand is not as well known as some competitors and will need a strong marketing campaign to increase sales and recognition.
4
Competitor Analysis MISSION
TOSTITOS Strengths: Offering a variety of white and yellow corn chips with either a round, strip or triangular shape, Mission Tortilla Chips are a close competitor to Santitas chips. In 2011 Mission Foods launched an outdoor campaign featuring their authentic corn chips. Mission Tortilla Chips seems to have a very similar target market to Santitas chips and is fairly well known among members of that market.
Weaknesses: Tostitos is specifically targeted to a younger audience.
Strengths: Tostitos has multiple strengths. With successful advertising campaigns in the past and a solid campaign currently running, Tostitos is the most well known tortilla chip brand. With a large variety of flavor and shape options, Tostitos chips meets the wants and needs of many consumers. Targeted to party goers and a young adult audience, Tostitos has top of mind awareness as the go-to tortilla chip.
Weaknesses: Mission Tortilla Chips have very few advertising efforts.
5
DORITOS Strengths: Doritos dominates the flavored tortilla chip category and has a strong marketing campaign that is currently running. As one of the main advertisers for the Super Bowl, Doritos also has many impressive celebrity endorsers. Doritos is the second largest brand in the Frito-Lay portfolio and stands out among tortilla chips as uniquely flavored and triangular shaped. With many flavor options, Doritos has the ability to reach large audiences and satisfy different flavor needs.
Weaknesses: This brand is targeted to a young, active audience; so we may be able to overcome this competitor in our older target market.
XOCHiTL Strengths: XOCHiTL offers certified organic, kosher white and blue corn tortilla chips, as well as a variety of traditional, flavored and holiday chips. This healthy option is a popular brand among our target market and this flavor-filled chip is enjoyed by many for being light, thin, and crisp.
6
Weaknesses: Costing $4.45 for a 12-ounce bag, this brand is nearly double the cost of Santitas chips. The tough pronunciation of the brand and lack of advertising also reduces awareness and leaves this brand out of people’s memories.
Situational Analysis Economic Forces: In America’s current economic times, consumers are cutting back on expensive, unnecessary products. According to our survey, 69% of women surveyed purchase their chips during their regular grocery shopping, rather than to be eaten right away and 96% said they expect to spend at least three dollars on a bag of chips. Through our campaign, we plan to show our target market that they can spend less than three dollars without having to sacrifice anything.
Sociocultural Forces: Although Santitas has been around for over 25 years, their awareness is low due to the high saturation of this market. 83% of women surveyed have never heard of the Santitas brand. Our campaign goal is to assure that 80% of women between the ages of 25 and 54 will be aware of our campaign, and that 70% will be able to recall this brand by 2014.
Competitive Forces: The tortilla chip market is saturated with many different brands including Tostitos, Mission , XoChitl and Doritos. This results in constant competition between these brands and Santitas. Santitas main threat is Tostitos because the Tostitos brand has become synonymous with tortilla chips in general. Through our current campaign, we hope to position Santitas as the same great taste as what you are used to but over a dollar cheaper than the competitors.
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Objectives Marketing Objectives: Our main marketing objective is to increase sales by 9%
Advertising Objectives: Throughout this campaign, our agency has two important communication goals; we are striving to assure that 80% of women between the ages of 25 and 54 will be aware of our campaign, and that 70% will be able to recall this brand.
Time Frame: We will have one year to reach these goals.
Budget Summary: Our advertising agency was given an $18 million budget for this campaign.
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Budget Summary Freelane Advertising was given a budget of $18,000,000 to create an effective campaign for Santitas. Our final total was $17,714,181. This was $285,819 under our budget. The budget was divided up strategically in the different media channels below.
Media
Cost
Television
$7,920,000
Magazines
$6,079,620
Billboards
8% 2% 34% 46%
$1,496,904
Internet
$417,657
Production
$1,800,000
TOTAL
$17,714,181
10%
Magazines Internet Production
9
Billboards TV
RESEARCH:
Objectives
• •
Learn how familiar our target market is with Santitas tortilla chips.
• • •
Grasp willingness to spend within chip market.
• •
Understand expectations of pricing within chip market.
Understand purchasing behavior of target market, when and where Santitas are purchased. Learn who actually consumes the purchased chips Find out through MRI where potential major geographic markets exist. Learn how chips are served, and if nutrition facts can change buyer decisions.
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SURVEY:Results
96% of women surveyed would expect to spend three
70% of chips are purchased for their children or their
dollars or more on a family size bag of chips!
husband.
87% of chips are purchased at a grocery store, rather than a convenience store or wholesale outlet.
60% of women surveyed serve their chips straight out of the bag rather than in a bowl.
84% of women surveyed pay attention to
83% of women surveyed have never heard of the
Nutrition Facts when purchasing a bag of chips.
Santitas brand.
Secondary Research We used the online database MRI in order to determine our target market, as well as major geographic regions to focus our advertising on. We learned through MRI that the most prominent regions were the south and southwest states. These states have larger hispanic populations, which has always been a successful market for Santitas. We also utilized the US Census Bureau in order to learn population demographics for cities around the United States. Through our census research, we found out Chicago is a major city where Santitas advertising may thrive, because the demographics meet our target market. We also confirmed our findings from MRI about South and Southwest cities by using the Census website.
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Brand Value Proposition Emotional benefits. Santitas chips have less fat compared to leading brands. They are also comparable in taste and are half the price. Santitas chips provide the best value within the industry.
Functional benfits.
Self expressive benefits.
Santitas chips are a flavorful, easy, quick snack that can be eaten alone or with salsa or other dip.
Santitas consumers are unique individuals who pursue an under the radar, less mainstream, more traditional products. Consumers appreciate the niche market of Santitas chips.
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Meet... Sue
Sue is a
Mary
29 year old single
She is now a
45 year old mother
of three and knows how to keep the boys quiet on game days, by feeding them of course!
mom who just recently graduated from medical school. Sue is thrilled to start her new life as a doctor and enjoys hosting class reunions. Sue always chooses Santitas chips because they are inexpensive and delicious. Santitas is the perfect party chip!
Our target market consists of
Mary grew up with seven younger brothers and one sister. She has always been one of the “guys� and roots as hard for her hometown teams as the boys in her family.
Anne
25-54 year
old women. While they may not actually consume the product themselves, these women make the purchasing decisions.
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Anne is a
53 year old
mother of three girls and one boy. She shops weekly for the family and must always be prepared to feed an army of hungry friends. Anne is a high-energy mom with a strong desire to make the kids happy. Lucky for Anne, Santitas does just the trick!
Campaign Strategy The Challenge: Lack of knowledge about the brand and lack of exposure. People do not know about Santitas. The Insight: 83% have never heard of Santitas. 96% of people expect to pay $3 or more for a bag of chips. The Resolution: We will increase brand awareness and education about the brand with this memorable campaign.
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The Big Idea...
The $2 Tradition. Santitas Tortilla chips are perfect to start a tradition with family and friends 15
Creative Art Direction The print ads will contain various groups of people (either families or friends) interacting in some sort of tradition. Photos of the these groups are layed out on a yellow background to clearly allow the audience to recognize this ad as a Santitas ad. Our examples include a family playing a board game at game night, a family watching a movie on movie night and girls chatting together at girls night.
Creative Strategy This campaign will target women between the ages of 25-54 and intends to highlight the affordable cost of Santitas tortilla chips. All of our ads say “Make [fill in the blank] your $2 tradition,” reinforcing the inexpensive cost and traditional and authentic nature of the actual chips. The bottom of this ad will integrate a call to action to drive traffic to the Santitas website.
Copy Writing The copywriting in our magazine, billboard, and internet ads will feature different but similar taglines for each unique ad. An example would be “Make movie night your $2 tradition” or “Make family game night your $2 tradition”. The bottom of each ad reads “Share your $2 tradition at www.santitas.com.” For our television commercials, a narrator will read the copy.
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Print Advertisements
17
Television Storyboard Our commercial will feature members of our target market, women 25-54, on a trip to purchase Santitas tortilla chips.
When they walk to check out, one women pays with two 1 Dollar bills, (4 seconds)
As the time is running out, the women arrive at their respective homes with chips in hand.(3 seconds)
The commercial will start with three women driving to each of their own local grocery stores.(3 seconds)
The second with a handful of change equaling $2.00, (4 seconds)
The last scene shows each woman dishing out the chips to her family or friends during their own specific “traditions” relating to our print ads (game night, movie night, girls night). (7 seconds)
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The women will walk in and head straight to the chip aisle where a Santitas display is glowing with a golden aura. (5 seconds)
And the third woman with a single 2 dollar bill.(4 seconds)
As the women are getting home and handing out the chips, a narrator remarks, “These ladies know what chips their loved ones like best, and they know they come at a great price. Start your two dollar tradition with Santitas today.” The voice ends with three seconds left when the Logo and slogan are shown on the bottom of the screen.
Billboards San Antonio, Texas: Population:1,327,000. 51% Female. About 23% are women between the ages 25-54. San Diego, California: Population:1,307,000. 50% Female. About 32% are women between the ages 25-54. Lexington, Kentucky: Population: 295,000. 51% Female. About 30% are women between the ages 25-54. Chicago, Illinois: Population: 2,700,000. 52% Female. About 28% are women between the ages 25-54. Albuquerque, New Mexico: Population: 545,000. 52% Female. About 25% are women between the ages 25-54.
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Internet Banner Ad Freelane Ads has created a banner Ad to use on our Internet outlets: MSNBC.com, TLC.com, Expedia.com and WebMD.com. The banner will simply read "Girls' Night, Movie Night, Game Night" along with our Santitas logo and slogan: "The $2 Tradition." Â Due to the ambiguity of the AdCopy, the website visitors are invited to roll over the ad. When the consumer rolls over "Girls' Night" the ad will expand to include a picture and the AdCopy of "Make Girls' Night your $2 Tradition." A similar expansion will happen with "Movie Night" and "Game Night" respectively. When the consumer clicks on the banner ad or one of it's expansions it will take them to the Frito Lay/ Santitas website.Â
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Creative Testing In order to make sure our campaign strategies were going to be effective, we spoke with women in our target age range and showed them our advertisements. We asked not only if they liked and appreciated our slogan and word choice, but what they learned about Santitas by seeing our ads. We wanted audiences to not only see how affordable Santitas chips are, but also learn that Santitas is a traditional brand that is proud of its roots. We also wanted to confirm that the settings of the photos were effective, and would make the audience think of Santitas next time they were holding a similar event. Respondents agreed that the “2 dollar tradition� was an effective, simple way to get our message across. They also thought that varying the scenarios in the ads while conveying the same overall message was very effective.
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Media Objectives & Strategies Media Objectives: Reaching the Target Audience: Our target market is 25-54 year old women. Our goal is to reach our target market through generic media channels including: Television, Radio, Magazines, Billboards, and internet.
Effective Reach: 80% Effective Frequency: 5 Continuity: Pulsing
Message Weight: We plan to use a pulsating strategy when it comes to timing, however, we will feature a pretty equal message weight. We consider magazine ads, television ads, and internet ads to be equally important to this campaign, with the goal of having members of our target market see Santitas ads on more than one outlet. The only places where the message weight is greater is in San Antonio, Albuquerque, San Diego, Lexington, and Chicago. This is because these cities will also feature billboards.
Length/Size of Advertisements:
Geographic Scope: In order to most efficiently advertise for this campaign, we will utilize both national and regional methods. Our commercials will be nationally televised, and our print ads will be in magazines that are popular nationwide. Our billboard ads will be limited to five cities: San Antonio, Albuquerque, San Diego, Lexington, and Chicago. The average travel time to work in all five cities is longer than 20 minutes.
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Television
30 second Commercial
1 page, Color
Internet
Banner Ad
Media Choices: Magazines Cooking Light:
Ladies’ Home Journal:
(Circulation: 1,783,808) appeals to our mom-chefs in the target market. This magazine covers food trends, fitness tips and other culinary and healthrelated news.
(Circulation: 3,267,239) reaches our target market of married women. This magazine features articles about marriage and lifestyle appeal to many women in their 40s and 50s.
Family Circle: (Circulation: 3,816,958) targets the Mothers and families of our target market. Family Circle focuses on everything family -from teens to cooking to style and more.
Better Homes and Garden: (Circulation: 7,648,900) is the fourth best selling magazine in the United States. This magazine’s audience coincides with our target market because it focuses on homes, cooking, gardening, crafts, healthy living, decorating and most importantly, entertaining.
23
Television Say Yes to the Dress:
is a reality series on
American Idol: is a reality singing competition
TLC that follows brides picking out their wedding dresses. This show appeals to our younger target audience of 25-34. TLC is the #1 cable network for reaching women.
that has been called "the most impactful show in the history of television." This show appeals to families across the nation, and targets males and females 18-49.
Good Morning America: is an ABC morning news talk show that appeals to women in our target market. Featuring weather and special interest stories, this show is perfect for our audience. This show will reach a wide variety of women in our target market.
The Rachael Ray Show: is a talk show
House Hunters: is a reality series that
featuring Rachael Ray that debuted in syndication back in 2006. This 60-minute, morning show is extremely popular with females 45-64.
has been on HGTV for 13 seasons now. This show targets females 55-65 because of its appeal to a certain lifestyle.
24
Internet TLC.com is positioned as a family website offering various recipes and health tips, family activities and videos from various TV shows. It also offers style tips, as well as home and wedding tips and stories; making this site the perfect online destination for women in our target market as well as women outside of our target’s boundaries. MSNBC.com is a website offering breaking news about a variety of topics including: politics, business, sports, entertainment, health, and tech & science. This website is useful for various types of people but can be especially important for families interested in staying on top of the latest news. Expedia.com is the one stop shop for all of your travel needs. This site offers a variety of vacation packages as well as services for purchasing airline tickets, hotel reservations, and car rentals.
WebMD is an online source for all of your medical needs. With information about health and health care, as well as a symptoms checklist, drug information and physician blogs, this website is a popular resource among all members of our target market.
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Media Schedule
26
Internet
Media Budget Magazines
Banner Ad
Website
Reach
Frequency Impressions Total Cost
MSNBC.com
3M
4
3,432,977
$137,320
Expedia.com
3M
4
2,388,315
$95,532
WebMD.com
3M
4
1,620,126
$64,805
TLC.com
3M
4
3,000,000
$120,000
TOTAL
$417,657
Billboards Place
Target Market Pop.
# of days
Total Cost
Chicago
926,640
240
$667,184
San Antonio
426,365
240
$306,984
1 pg. color
Title
# of Times
Cost Per Ad
Total Cost
Cooking Light
6
$115,500
$693,000
Family Circle
6
$284,100
$1,704,600
Better Homes
6
$429,360
$2,576,160
Ladies Home Journal
6
$184,310
$1,105,860
TOTAL
Television
$6,079,620 30 sec commercial
Show
# of Times
Cost per Ad
Total Cost
Say Yes to the Dress
32
$30,000
$960,000
American Idol
72
$30,000
$2,160,000
Albuquerque
181,709
240
$130,832
Lexington
102,306
240
$73,664
Rachel Ray
48
$30,000
$1,440,000
San Diego
442,000
240
$318,240
House Hunters
16
$30,000
$480,000
Good Morning America
96
$30,000
$2,880,000
TOTAL
$1,496,904
TOTAL
27
$7,920,000
Brand Activation
Sampling at Costco Description: Freelane Ads proposes Taste Tests in Costco all across the country. Customers will be offered a free sample of Santitas Tortilla Chips, five saturdays over the course of two months. This sampling will certainly get the name out to consumers and raise awareness all over the country. After they taste Santitas, they can purchase a bag for their family to enjoy. Objective: To give Costco customers a firsthand experience of how delicious our chips are. Strategy: We will reach these objectives by partnering with Costco for this activation.
Website
Description: Santitas is currently without a website. Freelane Advertising will design and implement an entire website at www.santitas.com. The brand new website will include recipes, information about the different products Santitas sells, and a blog for our consumers to share ideas and recipes. Our advertisements across all media will direct you not only to buy Santitas chips but also to bring consumers to our new website. Objective: To give the technologically advanced consumers a way to get recipes and gain awareness about all of our products. Strategy: Each Santitas advertisement and product will direct consumers to the the website for more information.
28
Coupons via Direct Mail Description: We have devised a plan to implement mock coupons in the regions where our billboards were placed. Since Santitas is only two dollars and our entire campaign in based around that, the idea of a discount seems like overkill, giving us an opportunity to use a bit of humor. Our mailers will read “$2 for an Unlimited Time Only!” demonstrating the remarkable value that the chips always have. The bottom of the coupon will resemble an expiration date like most coupons, but ours will read “Our Quality and Low Prices Never Expire.” Objective: The direct mail will increase message frequency and increase emphasis on low price. Strategy: The mailings will be sent to homes in the cities where our billboards are placed.
Gas Station Advertisements Description: Our survey showed us that 87% of consumers in our target market purchased their tortilla chips at the grocery store, revealing placement opportunities. Advertising our chips outside gas stations will remind consumers to purchase Santitas at a place they normally wouldn’t. We will place large versions of our print ads on the gas pumps to ensure comprehension and frequency. Objective: To direct advertising at an untapped and heavily trafficked marketplace. Strategy: Implement ads at stations most heavily trafficked by 25-54 year old women.
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In Store Advertising Point of Purchase
Shopping Carts Description: Freelane Ads will place advertisements on the children’s seat in shopping carts to remind women that Santitas is an inexpensive, delicious tortilla chip option that can be found at that specific store. This ad will say, “Go ahead, grab a bag, it’s in your budget.” Objective: This promotion will increase awareness of Santitas and increase sales. Strategy: Place ads on the seat in shopping carts to encourage women to buy Santitas.
“Go ahead, grab a bag, it’s in your budget”
Description: Freelane Ads will implement point of purchase shopping at the front of grocery stores across the country. We will place an island at the front of the store with various tiers of Santitas chips to attract everyday shoppers. Considering the front of the store is a high traffic location, this promotion will increase impulse buying and will be effective in increasing overall sales. Objective: To get people to notice Santitas and recognize the brand as an affordable, delicious tortilla chip option. Strategy: This promotion will help gain brand awareness for Santitas.
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Marketing Recommendations New packaging The packaging of Santitas chips isn’t bad, but with such low consumer awareness it is hard to wonder why it isn’t being noticed on the shelves. Packaging changes could include adding a more natural appeal with a brown paper bag or creating an entirely new logo design.
Different flavors and styles With most of Santitas’ competition offering different styles and flavors, it seems our chip is behind the times. New flavors will increase chances for brand awareness and will stimulate the changing tastes of consumers.
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Evaluation Awareness
Sales
January
9
0.95
February
6
0.80
March
6
0.75
April
7
0.65
May
5
0.75
June
6
0.70
July
6
0.55
August
5
0.75
September
9
0.85
October
7
0.70
November
6
0.80
December
8
0.75
TOTAL:
80%
9%
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Our two objectives were to increase awareness by 80% and increase sales by 9%. Since our advertising remains relatively consistent throughout the year, brand activations will be the primary variable in our change in sales and awareness.
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Creative Brief
Historical Background: Santitas was created in 1985 as a Frito Lay brand. Santitas has always been a two dollar bag of chips, and will remain so. Santitas is essentially the daughter chip of Tostitos, so it is important to highlight the significant price difference when marketing the chip. Goals: Our main goal for this assignment is to increase sales by 9%. We are also striving to assure that 80% of women between the ages of 25 and 54 will be aware of our campaign, and that 70% will be able to recall this brand. Target Market: Our target market consists of 25-54 year old women with families. Our secondary market is women within this age range without families. Advertising Problem: Currently, Santitas chips lack any form of advertising and are not well known when compared to competitors in tortilla chip market. We plan to bring Santitas back to life as an affordable and delicious option for women in our target market. Advertising Objectives: Our main objective for this campaign is to position Santitas as a $2.00 tradition for all families. We strive to enforce just how affordable these chips are and gain brand awareness for Santitas. Target Customer: Our target customers are women ages 25-54. Our survey showed that this audience cares greatly about quality and price, two factors that have been instrumental in the production of this campaign. Underlying Emotional Need: These 25-54 year old women are most often the chip buyers of their households, as shown by our survey. Our plan is to convince this group that their choice matters to their families as much as it does to them, evoking a feeling of motherly pride. We are aware that not all of these women will have families to supply for, which makes the â&#x20AC;&#x153;$2 Traditionâ&#x20AC;? very important. A good price is hard to pass up on, and because of Santitasâ&#x20AC;&#x2122; excellent taste, we are convinced that if awareness is raised we will acquire repeat buyers. Competition: Tostitos, Mission Tortilla Chips, Doritos, XOCHiTL
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Biographies Emily Gaffney College: Ithaca College Major: Communication Management and Design Graduation Date: May 2013
Terry Benjamin College: Ithaca College Major: Sports Media Graduation: May 2012
!
This past Fall, Emily interned at MTV Communication. Her tasks included pulling coverage for all MTV shows, segments and miniseries, including ‘Jersey Shore,’ ‘Teen Wolf,’ and ‘The Real World.’ She did research reports for the Vice President of Communications and assisted the department with press mailings. In August, she played an integral role in helping the MTV publicists prepare for the 2011 MTV Video Music Awards. Emily studies Communication Management and Design at Ithaca College. There she sits on the Executive Board of many organizations such as Relay for Life, Student Activities Board, and CAKE: A Music Zine. She hopes to work in the Public Relations Industry after her graduation in May 2013. Contact Emily @ egaffne1@ithaca.edu Terry is a Senior Sport Media major in Ithaca College’s School of Health Science and Human Performance. He has a concentration in journalism. Terry is from Flemington, New Jersey, and has worked recently on ICTV’s NewsWatch 16, as a news anchor, as well as Assistant Producer. He is also a frequent contributor to Ithaca College’s Sport Management and Media blog. This past summer, Terry worked in Los Angeles for ESPN. He served as a Production Assistant for the ESPY Award Show, hosted by Seth Meyers. Through this experience, he gained valuable public relations skills working alongside true professionals. He Hopes to one day become a journalist and author. However, he may consider pursuing a career as a public relations liaison for a sports organization at the professional or collegiate level. Contact Terry @ tbenjam1@ithaca.edu
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Charles Bryan College: Ithaca College Major: Integrated Marketing Communications Graduation: May 2014 !
Shelby Pascoe College: Ithaca College Major: Integrated Marketing Communications Graduation: May 2014
Kelly Higgins College: Ithaca College Major: Integrated Marketing Communications Graduation: May 2013 !
Charles Bryan is a sophomore Integrated Marketing Communications major with an Honors minor at Ithaca College. Charles is part of Ithaca’s rugby team, and his fast paced lifestyle is emulated on the field. With a desire to advertise, Charles wishes to follow in his parent’s footsteps and become part of the fashion industry, and possibly create his own business. Charles plans to attend the London program during the spring of his junior year. In the summer of 2011, Charles set record sales from his hydroponic lettuce stand at his local farmer’s market, inspiring his aspirations to work in sales and promotions. With a bright future ahead of him, Charles plans to backpack through Europe upon graduation from Ithaca in 2014. Contact Charles @ cbryan1@ithaca.edu Shelby is a sophomore Integrated Marketing Communications major with a minor in Environmental Studies at Ithaca College. Shelby grew up Los Angeles, CA. Spring semester Shelby worked with Marian Brown, the Director of Sustainability, as an intern. She designed and promoted different power points relating to Sustainability Shelby is also a member of Ithaca College women’s varsity swim team and the All Academic team for 2011-2012. After graduation Shelby hopes to continue graduate school or go directly in to the work force in the advertising field. Contact Shelby @ spascoe1@ithaca.edu During the Fall of 2011 Kelly was the account management intern for Gatorade at TBWA \Chiat\Day in Los Angeles, California where she edited company decks and documents and often researched competitors. During the summer of 2011 Kelly worked as the account service intern at Cronin and Company in Glastonbury, Connecticut. Her duties included managing the company’s monthly interest blog and updating various client blogs. She also led weekly internship status meetings and attended various account and creative meetings. At Ithaca College, Kelly is a member of the women’s varsity swimming and diving team. Kelly is from Avon Connecticut and graduated from Avon High School. Contact Kelly @ Khiggin1@ithaca.edu
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