Rovertown PR Campaign

pawsfor

savings

brought to you by Six Chicks PR

a PR proposal for

RoverTown.com

fall 2012

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table of contentspaws for savings campaign

Page 3 Contact Information

Page 4 About Six Chicks PR

Page 5 Executive Summary

Page 5 Objectives

Page 6 Target Audiences

Page 7 Audience Profiles

Page 8 Business Profiles

Page 9Strategies

Page 10 Tactics

Page 18 Measurements & Evaluation

Page 19 Budget

Page 20 Timetable

Page 22 Team Members

Page 24 Appendix

contact information

Jordan Snyder [email protected]

(908) 938 - 4547Twitter: JN_Snyder

Jenn Burgess [email protected]

(845) 541 - 2186Twitter: jennburgess

Annie Yuen [email protected]

(781) 361 - 4322Twitter: ayuen8593

Brittany Pietrzykowski [email protected]

(585) 729 - 5172Twitter: BPietrz

Carolyn [email protected]

(585) 339 - 8872Twitter: CarolynHartley2

Ally [email protected]

(908) 461 - 6162Twitter: allymnich


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about the agencypaws for savings campaign

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S ix Chicks PR was born in Cortland, NY at the Cortaca Jug football game during the third quarter, as Ithaca secured its win. The group of six female alumni, old

“rivals” from their days at Ithaca College as Integrated Marketing Communications majors, got to talking about their lives in the PR field.

S ix Chicks PR became a reality as the company took up residence in the trendy SoHo district of New York City. Since its start up, Six Chicks PR has worked

with such notable companies and entities as: ESPN, The United Nations, Summit Entertainment, Ogilvy & Mather, and Vineyard Vines.

S ix Chick’s mission is to provide an honest, creative, and successful public relations service to those looking for an increase in their positive public

awareness, publicity campaigns, or consultation services.

S ix Chicks PR strives to be the best it can be, and keep the creativity going. As Jenn

Burgess, Carolyn Hartley, Allyson Mnich, Brittany Pietrzykowski, Jordan Snyder, and Annie Yuen sit in their mauve conference room brainstorming, drinking too much coffee, and watching the school children play basketball at the court across the street—they are so glad to be exactly where they are—and that fate would have it that they found each other that day at the Cortaca Jug. Go Bombers!

S ix Chicks PR can be reached at SixChicksPR@

gmail.com or found on Twitter at @SixChicksPR.

executive summary

RoverTown is both fun and functional. It was created for

college students by college students. It’s innovative and bright, useful and clever, and Six Chicks PR is honored to have the opportunity to propose its own PR Campaign for RoverTown.

It’s simple, it’s creative, and it is vastly beneficial to its

users. RoverTown utilizes exactly what college students’ need through an easy to navigate smartphone application that provides discounts to its users. It has an online site and a social media presence. Businesses participate in the application, and are rewarded with more customers, and an accessible look at its own selling statistics via a web database. Students benefit, businesses benefit, and Six Chicks PR’s mission in this campaign, is to make sure that anyone and everyone realizes that.

Whether it is for the trendy pizzeria down the street, the coffee cart

on the corner, or that delicious taco place that always has the best pico de gallo, we want RoverTown to be there. We want to create awareness and spread RoverTown’s reach so much so

that it encompasses college towns and gets everyone participating.

We at Six Chicks PR believe that we can make this goal a reality.

Through our analyses, tactics, evaluations, and more, we have created a campaign that we feel combines both the innovation that

RoverTown has already established, with a revamped and almost

guerilla-like marketing technique to get new

users involved and get

people talking.

The

aforementioned proposal is given

step-by-step in the text that follows.

Six Chicks PR would like to sincerely

thank RoverTown for this exciting opportunity.

It has been a pleasure to craft the campaign ahead,

and work with such a fresh new company. Six Chicks would also like to give special thanks to RoverTown Representative Rachel Gropper for meeting with our team, and for truly giving us an in-depth rundown of RoverTown’s process, inner workings, and true benefits. It was a pleasure to work with you and we greatly appreciate your time!


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situation analysis swot analysis

The Current Situation

RoverTown is a startup company in a phase of development and

market research. The company’s reach at the present time is sporadic; while it is fairly well established in certain college communities, it lacks influence in others. For example, the discounts pertaining to the area surrounding SUNY New Paltz are listed as ‘Coming Soon!’, and the only discount available for students at Ithaca College is for Domino’s Pizza. At the same time, students at Niagara University can save money at the spa and the hair salon, as well as when they travel by taxi, go bowling, and eat at the Hillview Restaurant. Given that it is easy for businesses to participate in RoverTown, and because community awareness of the application is entirely dependent upon interns strategically hired for their proximity to college towns, the main issues surrounding RoverTown are its lack of business support and low public awareness.

I n the past two years, the only online article

pertaining to RoverTown was one written by reporter Nicky

Sykora for the online technology-oriented website, Techli. The article features an interview of Mike Philip, the owner and CEO of RoverTown, who describes the

functions of the RoverTown app and goes on to descrive the company as a startup organization. The fact that RoverTown has failed to make its way into another paper or website in the two years since that first article was written supports the idea that the general lack of awareness of the app is the largest hindrance to

the success of the company. Additionally, when Six Chicks PR surveyed college students on their coupon and discount usage, results showed a similar trend. Of the forty-eight students who

completed the survey, 84.4% do not utilize coupon or discount apps, and a whopping

93.3% have never heard of RoverTown. If the company is able to persuade businesses to participate in RoverTown and advertise it as the easiest free discount app on the market, the general awareness (and usage) of RoverTown will increase immensely.

Strengths

• Easy to download• Portable; it’s right on

your phone Weaknesses

• Low business participation

• Low student awareness• Small scope• Potentially difficult to

understand at first

Opportunities

• High awareness can be achieved through business participation and intern promotion to college students

Threats

• Groupon• Entertainment coupon

books• Someone could quickly

get a similar application up and running


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objectives target audiences

For Students

To raise awareness by 10% with the general student body of Ithaca College.Unfortunately, RoverTown is not widely known or recognized as a useful application amongst college students. We believe that by increasing public awareness, students will see RoverTown’s value and take advantage of its savings potential. To increase the number of users on the Ithaca College campus.It is crucial for students to not only understand the application but also, download and use it. RoverTown is built around students downloading and sharing savings; this is how more businesses become willing to participate. In order for RoverTown to be successful in Ithaca, we will need to get as many users as possible.

To inform students about how to use the application.Although RoverTown is not a complicated application, there is some confusion with its general concept. We want to show students how simple and efficient this application really is so students will never have to worry about carrying coupons again!

For Businesses

To increase the amount of participants in the local Ithaca community.RoverTown would not exist without local business participation. The town of Ithaca offers a variety of stores and businesses that are frequently used by college students. RoverTown wants to take advantage of this college town and make it more accessible for students and more profitable for businesses.

To inform businesses about how RoverTown works.RoverTown wants to show businesses how exactly they will benefit from their participation.

This campaign is designed to reach the primary audience, college

students, in the Ithaca area, and businesses where they would shop. The secondary audience consists of other Ithaca community members- such as parents or high school kids- and any smartphone users with access to the app.

The media outlets we plan on using to reach college students are social

media sites, and promotional materials to be distributed on campus. For social media, Facebook and Twitter are our main ways of reaching our audience. Our goal is to get college students to follow the RoverTown application, and share it with their friends For materials on the Ithaca College and Cornell University campus we will have handouts, flyers and posters that will be given out in the dorms or dining halls.

The media outlets we will use to reach businesses that we want to

feature on the app include in-store proposals and mailed letters with information about RoverTown. These will be sent to the owners or managers of the stores and will be detailed with information on what RoverTown is, how it works, and how businesses can join in and benefit.

F or our secondary audiences, we decided to use advertisements in

newspapers and posters hanging around town and in stores to raise awareness of the app in the community.

W e also hope to have decals that iwill include the RoverTown logo in the

stores that participate and offer discounts. This media will reach both our primary and secondary audience and increase general brand awareness and recognition.

Our specific audiences are:• College freshmen who have just become

responsible for their own funds and budgeting, with no job, who are starting to be familiar with certain businesses in the area.

• College students from sophomores to seniors who are living off campus, who have already established relationships with certain Ithaca businesses, and who are looking for ways to save money.

• Businesses that already have a customer base of college students, such as popular restaurants, conveniance and liquor stores, drycleaners and bars.

• Businesses that are looking to build a customer base of college students or attract more customers.

• Families in the area of middle or lower class looking for ways save money.

• High school kids in the area who do not have jobs or funds of their own and are looking for ways to save money.

We have developed strate-gies and tactics that will fulfill these objectives.


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audience profiles

Meet Chad

Chad is your typical college freshmen at Ithaca College. He lives in the East Tower and studies

Business Administration. Chad, like

most freshmen, has never been on his own and is finding it’s hard to be completely responsible for himself. In addition to doing laundry, making meals, and getting homework done, Chad is finding it difficult to budget for himself, and save what little money he has left from his summer job. From a poster on a bulletin board in his residence hall, Chad found out about the application RoverTown that’s available on his smartphone. He downloaded it, and found this app helpful in finding restaurants to go to, and places to shop in the area where he can save money by using discounts. One day when he was using RoverTown at a local pizza place Chad’s friends saw he was getting a discount, and they wanted one as well. He told them to download the application and they all got 10 percent off their meals!

Meet HannahHannah is a super senior at Ithaca College and has been in the area for quite some time now. She lives in Ithaca near the commons and balances her time between her studies, her internship, and her job as a waitress. While running errands one day to all of her usual shops, Hannah noticed paw print decals advertising RoverTown

discounts in the windows. Hannah checked out what the app was all about and learned she could receive deals and discounts at all her favorite local places! She now uses RoverTown often, to help save a little money at places she always visits!

Meet the owner of Sue’s Sub ShopSue’s Sub Shop is a restaurant in Ithaca that sells delicious sub sandwiches. There are many restaurants in the Ithaca area, making business competitive. The owner of the shop, Sue, is looking for a way to

get new customers to come in. Since they make great sandwiches and they deliver, Sue’s Sub

Shop is popular amongst college kids in the area. One day it was proposed to Sue that she could join RoverTown and offer discounts at

the shop. She learned how RoverTown worked and saw how many college students were using it. Sue knew that if she put the sub shop on RoverTown it would attract a lot more customers! She signed up, and put Rowertown decals in the window. She’s found her usual customers are happy to get a discount and get subs there more frequently. She has even noticed that new customers, who found out about the shop from the app, or saw the decals in the window, are coming in.

business profiles

Meet the owner of O’Donald’s PubDan O’Donald is the owner of a popular pub in downtown Ithaca. Since it’s opening in 2009, O’Donald’s Pub was a busy spot that attracted many college kids in the area. Recently, a new bar, called Third Floor, opened across the street from O’Donald’s. Third Floor became increasingly popular within the first few months of opening, and O’Donald’s Pub suffered a loss of business. Dan was looking for new ways to bring back customers and compete with Third Floor’s cheap, low quality drinks. When he found through a survey presented by a RoverTown representative, that students would be more likely to come to O’Donald’s if a discount was offered, Dan didn’t hesitate to register with RoverTown. He signed up and found his usual customers were thrilled with the discounts and brought their friends in so they could save money too! Since then business has once again increased for O’Donald’s. Dan has found RoverTown easy to use and update, and he frequently changes the discounts he offers to keep people interested.


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strategies tactics

For StudentsProvide meaningful events on campus that promote RoverTown’s services to students, specifically freshmen.This strategy will not only increase awareness and inform the students, but will also influence students to download the application

Continually remind students to use the RoverTown app.This strategy will maintain student awareness.

Provide meaningful campaign materials to students. This strategy is mainly intended to inform students about the app's functionality but can also help increase awareness.

For BusinessesProvide comprehensive information both online and in person. This strategy will help the businesses increase their understanding of the app and its functionality.

Maintain periodic contact with the businesses. By continually contacting the businesses RoverTown can not only present itself as an involved and caring business but can also update the businesses on new initiatives, incentives, etc. through this strategy RoverTown can also learn about new coupon opportunities.

Offer incentives.This strategy will increase business participation.

The following is a brief overview and outline of the tactics we plan to use to acheive our objectives for the Paws for Savings campaign.

For StudentsStrategy: Provide meaningful events on campus that promote RoverTown’s services to students, specifically freshman.“Chow-Down” sponsored by RoverTown Calling all foodies! Modeled after the popular “Taste of…” event held by most towns, “Chow-Down” sponsored by RoverTown, will be a surefire way to engage students and get them involved with RoverTown. Our plan is to host the fair for participating businesses, and invite the students, who must download the application for access to the event, to come and sample food. This allows for a relaxed, fun environment for students to interact with both the businesses, and RoverTown as a whole. This event would be held at the beginning of the year, to draw incoming students from the start, and build awareness for the app amongst all students. Additionally, a second “Chow-Down” would be held during the beginning of the second semester of the year, to remind students of the app’s benefits, as well as inform transfer students, or students that missed the event the first time around. (See appendex page 25.)

Freshman Orientation Activites FairWhat better time to attract new users than when they’re young and impressionable at their freshman orientation? Our goal is to create an energetic buzz of awareness amongst the incoming students. RoverTown shall take to the Activities Fair during Freshman Orientation and set up a booth to inform new students what RoverTown is all about!

Student Organization FairAfter we’ve engaged the incoming students at their freshman orientation, we plan to expand our reach further and tackle students of all ages next! Similar to the Activities Fair, RoverTown will set up an innovative booth at the Student Organization fair held at the beginning of each semester, for students to come and learn more about what’s going on at the school. This is a great way to get people talking and get them interested in the app, and what the application can do for them.

Press Release (Pre-”Chow-Down”)Before the “Chow-Down” sponsored by RoverTown event, we want to create a positive media buzz by holding a press release prior to the food fair. This press release would address what the event is about, while attracting students to get involved, download the application, and attend the fair. (See appendex page 26.)


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tactics tactics

Strategy: Continually remind students to use the RoverTown app.Flyers Around Campus and Under Dorm DoorsWe aim to create a continuous buzz about RoverTown, with reminders to students to participate in the app, and utilize its benefits. By posting flyers around campus and distributing them to students in their dorm, we will be gently reminding them off the app, while ensuring that our impressions are reaching them. (See appendex page 27.)

Bulletin BoardsSimilar to the flyers around campus and the ones we will distribute to students, we also plan to have the Resident Assistants create Bulletin Boards in the dorms with promotional information about RoverTown and how they can download and use the app.

Table Toppers & Window DecalsAs we create awareness on campus, we want students to begin recognizing RoverTown and business establishments that are participating in RoverTown. To do this, we plan to implement table toppers and window decals. The table toppers will be revamped and given to businesses to promote the app and its discounts. (See below.) Additionally, the window decals will provide a fun way for students to recognize a business that participates in RoverTown. These decals will be posted in the windows of participating establishments, and will be indicative that discounts are available in that business—exciting! (See appendex page 28.)

Napkin PlacardsIn Ithaca College dining halls and eateries, the napkin holders have an insert for placards and other informational materials. We will be utilizing this by putting promotional RoverTown placards in these napkin holders, to remind and inform students about the benefits of RoverTown and the easy and simple way they can utilize the application. (See appendex page 29.)

RoverTown Takes Social MediaIn addition to our print material, we also plan to take over social media! Currently, RoverTown uses social media, but we do not feel its being utilized enough. Social media provides a direct link to students, who spend hours on such media sites daily. We plan to increase likes via Facebook, followers via Twitter, followers via and Instagram. Instagram is a picture-sharing portal, with a growing trend of sharing fun “foodie” pictures. The RoverTown Ithaca Instagram will share pictures of food available at a discount through the RoverTown application, engaging students to go out, use the application, and get some! (See appendex pages 30 and 31.)

RoverTown’s WebsiteRoverTown currently has a website, but we would like to give the website an innovative new look to attract new users and keep current users engaged. This website will be informative, while promoting the fantastic benefits of the app.

T-ShirtsWho doesn’t love a good, free T-shirt? Certainly no one we know. For this aspect, we plan to have T-shirts to use as free giveaways and prizes for students who participate in the application and who’ve gotten involved. Further, any students who are representatives for RoverTown on campus will have T-shirts to showcase the company in a crisp, respectable way.

front back


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tactics tactics

Strategy: Provide meaningful campaign materials to students.Savings Flyer for Freshman Accepted Students FolderWhen freshmen attend Accepted Students Day at Ithaca College, they are given a fun Ithaca College backpack with student information, maps, promotional materials, etc. We would like to have a flyer in that backpack to get the word out about RoverTown to students, and create awareness about the application and the benefits it offers. The savings flyer would have a composite list of businesses involved in RoverTown for Ithaca College, and what discounts they offer. (See appendex page 32.)

MagnentsHere at Six Chicks PR, we love magnets! We plan to put a RoverTown magnet in both the Freshman Accepted Students backpack, as well as distribute these magnets at RoverTown events like the Student Organization Fair, or the “Chow-Down” event. We would also put these under dorm doors for students to stick on their fridges to “Paws for Savings” and remember RoverTown! (Below.)

For Businesses:Strategy: Provide comprehensive information both online and in person.The Paws for Savings campaign is not only targeted towards students, but also businesses as well. In order to engage businesses with this campaign we at RoverTown feel that it necessary to be able to aid in business strategies.

Website Intergration with Downloadable DataOn our website, RoverTown.com, registered businesses have access to a special area of the site made just for them. This website integration provides information that the RoverTown app will generate when students use the coupons provided. Statistics will be provided in list or graph form that can provide information like the patron’s gender and age, as well as what they purchased. Smartphones enable access to all this information based on what the user already has embedded into their phone; that’s what makes this process so much easier for businesses - all they have to do is sign up to provide coupons to their customers though RoverTown.

Welcome FolderNot only will the website allow access to patron information, but we also plan to distribute a “Welcome Folder” to businesses who decide to participate. This folder will provide

all the information businesses need to start their partnership with RoverTown. These folders will encase instructions for logging on to the business section of the website (as mentioned above), information about RoverTown itself and ways to be in contact, as well as fun things to display around the business to increase awareness of RoverTown at the establishment. These things include table toppers which can be placed on counters or tables that bare the RoverTown logo and provide information about downloading the app. Window decals, that sport the name “Paws for Savings”, can be placed on windows or doors that let customers know that they can use RoverTown coupons at this location. (See appendex page 33.)

Strategy: Maintain Periodic Contact with the Businesses.Personal EmailsJust as much as individuals enjoy getting e-mails addressed specifically to them, businesses find it personable and enjoyable as well. These e-mails should come directly from the Ithaca Student Representative and be written to businesses owners offering support with using the website or app, updating their deals or just have questions in general. These e-mails help make the businesses feel by using RoverTown to support their business they are getting the very best service and will benefit from offering coupons in the long run.

RoverTown NewsletterWe feel as if by sending participating businesses a newsletter solely about the RoverTown company, people will view it as transparent. Businesses who are committed to using the RoverTown app will appreciate the information provided and enjoy reading about who is helping them gain customers.

PostcardsMuch like you see from the dentist, we think it is smart to send out postcards and reminders in the mail as well. Often, some business owners are not savvy enough to take advantage of everything on the web, things in the mail will help eliminate these owner’s worries about using RoverTown. These periodic postcards can be sent from the Ithaca College Student Representative to reminded select businesses to update their coupons or check out the statistics about their business on the website.

Strategy: Offer Incentives.All in all, we think any thing we offer to businesses will increase their willingness to participate. By providing any sort of coupon on the RoverTown app, new and impressionable customers will be attracted to the business. Coupons are a great way to bring new faces inside an establishment, and if provided with a good experience, they are likely to become repeat customers who tell


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measurement & evaluation budget

Number of the application downloads.We want to see if there is an actual increase of users with each of our different tactics to see which ones are effective or which ones we need to improve for the next semester.

Traffic on the RoverTown website.We want to see if there I an increase of users interested to learn more about the product.

Traffic in each specific business.We are going to use an online database to see which coupons Ithaca College students are taking advantage of and which businesses are benefitting from partnering with RoverTown.

Attendance at the “Chow-Down” sponsored by RoverTown event.We would have a counter at the entrance of the event to track the amount of students that attend.

Likes and posts on the RoverTown Facebook page, followers and mentions of RoverTown on Twitter.We would not only check to see how many posts and tweets there are on various social media websites, but we will also use these websites to get feedback from our audiences and to help solve any problems or suggestions that may come up .

Survey students and business semi-annually about their awareness of RoverTown and their general consensus about the product.We would ask students different questions such as:• How did they hear about RoverTown?• Have they actually used any of the

coupons?• What businesses do they frequent? • Do they consider themselves

“money-conscious”?

Six Chicks PR is dedicated to continuously tracking the different aspects of this campaign to ensure that it is a success.

We will monitor:

T his is the estimated expense that would need to be considered to implement this public relations campaign. The budget excludes agency staff time estimates on a

retainer or hourly basis.


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timetable timetable

Businesses

*to be repeated annually

June - August - recruit businesses for the coming semster- destribute welcome folders- begin monthly newsletter

- recruit businesses for the coming semster- destribute welcome folders- begin monthly newsletter

September - December - recruit businesses- monthly newsletter

- recruit businesses- monthly newsletter

January

February - May

Freshmen Orientation

(June-August)

September - October

- Freshman folder �yers- Booth at Freshman orientation activities fair- launch Ithaca Rovertown Facebook and being social media campaigns

- �yers posted around campus- napkin holder postcards destributed- “Chow Down” sponsored by Rovertown- booth at student activities fair- destribute materials to RA’s

Transfer Student Orientation

(January)

December - Survey

- transfer folder �yers

February - March - “Chow Down 2” sponsored by Rovertown- update napkin holder postcard- updated �yers posted around campus- booth at student activities fair- redistribute information to RA’s

May - Survey

Students

*to be repeated annually

team members team members

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paws for savings campaign paws for savings campaign

J ordan Snyder graduated from Ithaca College with a Bachelor of Science in Integrated Marketing Communications. While

attending Ithaca, Jordan was a member of ICTV, a writer for the Buzzsaw Magazine, and a DJ for Ithaca College’s radio station, WICB. She spent time studying abroad at Ithaca College’s London Center, before she headed west to Ithaca’s Los Angeles campus where she interned for Chelsea Lately. After graduation, Jordan moved back to her hometown in New Jersey, before settling in the lively Greenwich Village of New York City where she lives with her Mini Siberian Husky, Martin, and a house fern she’s named Gilbert. She loves working at Six Chicks PR, and looks forward to continuing both her work in PR, and her freelance work as a scriptwriter.

J enn Burgess is an Ithaca College graduate with a Bachelor’s Degree of Science in Integrated Marketing

Communications and Culture and Communications. While at Ithaca she participated in many extracurricular activities such as Park Design House and the American Advertising Federation. After Ithaca she attended and earned a Master’s Degree at the Chicago Portfolio School and has since moved to New York City where she works at Six Chicks PR. Going to work every day is something Jenn greatly enjoys and looks forward to spending the rest of her life in the industry.

A nnie Yuen is a graduate of Ithaca College with a Bachelor’s Degree in Integrated Marketing Communications. She’s

originally from Martha’s Vineyard, Massachusetts and now lives in New York City where Six Chicks PR headquarters is located. During her time at Ithaca, Annie was involved in Public Relations Student Society of America, American Marketing Association, International Business Association, and the club Students Today Alumni Tomorrow. Sophomore year, while studying abroad, she interned for a PR firm in London where she initially developed her passion for the PR industry. She hopes to keep developing her career in the Public Relations field for years to come.

Jenn

Jordan

Annie

B rittany Pietrzykowski graduated from Ithaca College with Bachelor’s Degrees in Integrated Marketing Communications and

Culture and Communications. She is originally from Canandaigua, New York, but currently lives in New York City, near the headquarters of Six Chicks PR. During her time at Ithaca College, Brittany was a member of the varsity volleyball team, a Resident Assistant for the College, and an intern at Walt Disney World. After graduation, she earned her Master’s Degree in Translation & Interpretation at the Monterrey Institute of International Studies. She hopes to further develop her international career by interning with the United Nations, while continuing to work at Six Chicks PR on the side.

Allyson Mnich graduated with a Bachelor’s Degree of Science, in Integrated Marketing Communications, with a minor

in Sports Studies. She is originally from Holmdel, New Jersey, but currently resides in New York City. While at school, Allyson was on the Executive Board of two clubs: IC After Dark and Women in Communications. She was also a member of the Ithaca College Women’s Basketball team, which opened up the opportunity for Allyson to become an active member of Student Athletic Advisory Committee. When Allyson was not attending school, she spent two summers working internships for the public relations department of ESPN Sportscenter. She hopes to further develop her sports career by interning with the NY Giants while continuing to build on her experience with Six Chicks PR.

C arolyn Hartley, a native of Scottsville NY, graduated from Ithaca College with a Bachelor’s Degree in Integrated

Marketing Communications and a minor in Journalism. During her time at Ithaca College Carolyn participated in many student-run organizations including the college radio station and multiple consulting groups. Through these groups, Carolyn gained a strong background in PR, as well as event marketing and planning. After college Carolyn moved to New York City in pursuit of a career in PR. Throughout her still blossoming professional career, Carolyn has worked in both the PR agency scene as well as in-house PR departments. Working with Six Chicks PR is her latest engagement - she is very excited to be working with such a fun and creative group of chicks!

Ally

Brittany

Carolyn

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appendix contents

Page 25 Chow Down Flyer

Page 26 Chow Down Press Release

Page 27 RoverTown Flyer

Page 28 Business Window Decals

Page 29 Napkin Placards

Page 30 Facebook

Page 31 Twitter

Page 32 Money Saving Flyer

Page 33 Business Welcome Folder

Page 34 Survery Statistics

appendix

Chow Down

by rovertown.com

October 1

FitnessCenter

7pm

Join us for a night of food & fun from Ithaca’s favorite

businesses.

App download is required for entry!


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appendix appendix

PRESS RELEASE

RoverTown150 E. Pleasant Hill Rd.Carbondale, IL 62903

Six Chicks PR41 Wooster StreetNew York, NY 10013Phone: (908)-938-4547Email: [email protected]

FOR IMMEDIATE RELEASE

RoverTown TO HOST AN EVENT AT ITHACA COLLEGE: “CHOW-DOWN” SPONSORED BY RoverTown

ITHACA, NY – September 1, 2013 – RoverTown will be hosting an event at Ithaca College, “Chow-Down” sponsored by RoverTown, on Friday, October 4, 2013 from 5pm to 10 pm. Students must download the RoverTown smartphone application for entry, or show online confirmation of registration. The event will showcase participating local businesses, in a food-fair setting. The “Chow-Down” is a great opportunity to learn more about RoverTown, how the application works, and how the application can benefit its users—all while enjoying the delicious food sponsored by RoverTown and the businesses that participate in what RoverTown has to offer!

There will be music and food all night long, with free giveaways from 5pm to 7pm. Come hungry, because there will be an abundance of delicious eats. RoverTown on behalf of Ithaca College invites all students to come join in the festivities, learn more about RoverTown, and of course, enjoy! This event is open for all Ithaca College students and faculty. Student or Faculty identification is required for entry.

paws for

savings

visit rovertown.com

RoverTown is a mobile app for

college students that give deals and

coupons to theirfavorite local

resturants and businesses.

mailto:[email protected]


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appendix appendix


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appendix appendix

Before Before

After After


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appendix appendix

money saving tips for college students

sponsored by rovertown.com

1Buy or Rent Textbooks OnlineYour textbooks can cost hundreds, if not thousands, of dollars per se-mester. To reduce that cost, you can skip your campus bookstore and instead purchase the books online. In some cases, you may even be able to rent your book for the semester. Renting books is often a bet-ter deal than buying, as you may be unable to sell your books when the course calls for a later edition. There are websites that allow you to rent and purchase books for a fraction of the cost.

2Pool with Friends to ShopBuying items in bulk, even from wholesale club stores like Costco, only makes sense if it saves you money in the long run. Also, it’s usu-ally best if you only purchase items in bulk that are non-perishable. If you’re not able to afford this on your own, you and your friends can always pool together funds and share the food. However, to real-ly save money, you need to make sure that the items you buy aren’t wasted, or used by students who did not contribute to the purchase. This will also keep the contributors happy and make them more will-ing to pool their money again to pay for food.

3Use CouponsAn easy way to save money is to take advantage of deals just for col-lege students. There are many websites and mobile apps that porivde mobile coupons just for students to help them save money.RoverTown.com

4Use Your School’s Meal PlanThis is a tip that might be hard to swallow, but it is defi nitely a major way to save money in the long run. If you’re a freshman, then your college might have a meal plan. You should take full advantage of the plan, as it’s usually much cheaper than buying food on your own. That doesn’t mean you should be afraid to treat yourself on occa-sion. Just try to avoid dining at expensive restaurants or overspend-ing when you eat out; ask yourself if you really need those few extra drinks when you go for wings, or that slice of cheesecake to fi ll you up after dinner.


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