Public Relations Plan

Wednesday, December 5th 2012

Table of Contents
PRogressive Public Relations Mission Statement...............................................2
Executive Summary.................................................................................................3
Situation Analysis

Who is RoverTown?......................................................................................4

Industry Trends..............................................................................................5

Competitors....................................................................................................6

Past Media Coverage....................................................................................8

Potential Media Coverage............................................................................9

SWOT Analysis..............................................................................................10

Primary Research Survey Results...............................................................11

PR Campaign

Objectives.......................................................................................................13

Target Audience.............................................................................................14

Strategies and Tactics...................................................................................17

Measurement and Evaluation................................................................................28

Budget.......................................................................................................................29
Timetable...................................................................................................................32
Meet PRogressive PR..............................................................................................35
Appendix...................................................................................................................38

PRogressive Public Relations is a full-service

public relations agency with experience in
various industries. Our young employees have
the knowledge and expertise to implement fresh,
extensive, cutting-edge plans to help our clients
make their next move. PRogressive PR strives
for the best for our clients. When handed a task,
we adopt the challenge and produce only the
highest quality of work we take pride in,
ranging from planning numerous events and
promotions to rebranding ideas. We work
intimately with each and every one of our clients,
and satisfy every need as one, cohesive
organization. Our dedicated and hard-working
staff of designers, idea generators and
planners collaborate on campaigns and always
produce work our clients are proud to call their own.

Executive Summary
RoverTown is a forward-thinking, money-saving application that helps students connect with
great coupons and deals that local businesses provide. An extremely unique characteristic
created by RoverTown is the ability for its business clients to update and change their
current deals any time they wish.
Additionally, RoverTown distinguishes itself from its competitors by partnering with a variety of
businesses. While some coupon apps solely provide deals for food vendors, RoverTown
makes sure it does not exclude any potential business clients by partnering with any and all
restaurants, stores and corporations that have college students as a target market.
PRogressive Public Relations decided to create a public relations proposal for the Tompkins
and Cortland counties that would help RoverTown increase its awareness in the
community, and therefore, increase the use of RoverTown's app in general. We believe this
community has many untapped markets, businesses and campus opportunities that
RoverTown can take advantage of. With the help of our professional proposal, we believe
RoverTown can become a popular, necessary application used by many college students in this
region.
At PRogressive PR, we created a survey for Ithaca College students asking questions
pertaining to money-saving apps and whether or not they currently use any. We received over
100 responses and used the first hundred to generate results and new strategies for
RoverTown. Based on these results, we created specific objectives, strategies and tactics for
RoverTown in the Ithaca area to utilize in order to insure the app becomes more popular.
Our team identified the essential primary and secondary audiences necessary to reach and
benefit from RoverTown's application. Additionally, with PRogressive PR's provided tactics that
explain in depth the variety of opportunities RoverTown can take advantage of. Some of the
ideas we have investigated include local college and community events, social media,
media kits, various advertising mediums and additional business client advertising.
We sincerely thank RoverTown for the wonderful opportunity of working for your organization
and helping create a public relations proposal for you to learn about the great potential the
Tompkins and Cortland counties schools and businesses have to offer RoverTown. PRogressive
Public Relations hopes you enjoy the rest of our proposal and find some useful information and
ideas that could be used in a future campaign.

Situation Analysis
RoverTown was created by Mike Phillip, a native of Illinois, and is
currently attending Southern Illinois University in Carbondale where he is
studying Information System Technology. He created RoverTown in 2009
along with two other college students with the hopes of connecting
students with local businesses via their cell phones.
RoverTown is currently available at 49 institutions in 29 states with over
100 merchants participating. This app is unique in that owners have
the ability to update and change their offers and deals instantly and as
often as they like. For businesses that aren't as technologically savvy,
RoverTown offers a concept trial for businesses that are skeptical about
the app.
RoverTown was recognized by CAP 20, which is a component of the
Cluster Acceleration Program that fosters growth in startups by
connecting them with statewide resources including educational
conferences, networking events and advisory services over a five-year
period. The goal is to help build job growth in Illinois. RoverTown was the
only startup from Southern Illinois to be selected. They were paired with
Steve Sanger, the vice president of Grubhub.com to help the growth of
their business.

Industry Trends
The industry of coupons began with paper coupons, which were distributed via
newspapers and direct mail. This used to be one of the only ways to receive
discounts on consumer products and services. However, once products became
available to purchase on the Internet promo codes and printable discount
coupons became extremely popular.
Since the use of technology is going from the computer to mobile, so will
coupons. In 2010 there was a 41% increase in digital coupons and an
estimated $1.2 billion saved by digital coupons. Americans want convenience,
and what is more convenient than savings from your phone? The industry
trends demonstrate that with the development of technology, the opportunity
for marketers to sell coupons and discounts via mobile phones is increasing.

Competitors
Campus Special:
-Don't seem to be selling ROI data
-Claim to:

-Increase sales

-Improve accuracy of orders

-Market the restaurant for free

-Only take orders from inside a delivery area
-Don't charge a monthly fee, and it's also free to students
-Have a food court where students order through them.

Around Campus:
-Online coupon book
-Call themselves the largest provider of online coupons for college students
-300 universities each year
-Part of the larger University Directories, LLC, which is a leading multi-platform
marketing company providing advertising solutions to the campus community.
-Trying to market businesses to campuses, similar to rovertown
-Very similar to RoverTown, just seems larger and much more established.

Competitors
SwipedIn:

-Merchants can create their own, custom offers, or quickly create full offers campaigns
using Swipedin Suggested Offers
-Allows merchants to provide perks to reward customers who share their Swipedin
offers to Facebook or Twitter
-Similar to RoverTown, it has analytics--clicks, unique views, swipes, followers, and
shares. ROI.
-No required credit card, no purchases through Swipedin
-Free
-Separates offers by Popular, Ending Soon, and Nearby
-Crowdview: the busiest places tend to have the best offers. This is a feature that
shows the hottest
-You can follow individual businesses. You're notified of their deals

DealChicken:
-Alerts subscribers to deals. If you purchase the deal, you can redeem it the day after it
closes
-Gannett media outlets back all local DealChicken sites
-You pay for each deal, but have to redeem them before they expire
-You print or download your deal to redeem them

Past Media Coverage

Twitter: https://twitter.com/RoverTown

- 728 Tweets, 723 Followers

- Last tweet: July 24

- Before then around two to five tweets a week

- Looks pretty in-depth, updated

Facebook: http://www.facebook.com/RoverCard?fref=ts

- 2,112 likes

- More updated than Twitter

- Most posts about NOT about RoverTown and deals

- Funny, irrelevant posts

RoverTown Website: http://www.rovertown.com/

YouTube: http://www.youtube.com/user/rovertown

- Channel called RoverTown Deals

- 40 Subscribers, 118,902 Video Views

- 32 Videos

- Some videos not even about RoverTown

LinkedIn: http://www.linkedin.com/company/rovertown

Techli Article: http://techli.com/2011/11/rovertown-mobile-marketing-college-students/

- Rovertown: Mobile Marketing for the College Student

- Published November 3, 2011

- Pretty long, detailed article about app

Potential Media Coverage

List of colleges in
Tompkins County area:
- Cornell University
- Ithaca College
- SUNY Cortland
- SUNY Empire State College
- Tompkins Cortland Community College
- Wells College
List of towns in
Tompkins County area:
- Brooktondale
- Caroline
- Cortland
- Danby
- Dryden
- Freeville
- Enfield
- Ithaca
- Newfield
- Groton
- Lansing
- Trumansburg
- Ulysses

Media Coverage in Tompkins

and Cortland County:

Newspapers:
- The Ithacan
- Tompkins Weekly
- The Cornell Chronicle
- The Ithaca Times
- The Ithaca Journal
- The Cornell Daily Sun
- Finger Lakes County Newspaper
- Dragon Chronicle

Radio:
- Ithaca Community Radio
- Cayuga Radio Group
- WSUC

Online
- Visitithaca.com
- Facebook
- Twitter
- Pinterest
- Downtownithaca.com

S.W.O.T. Analysis

10

Primary Research Survey

Question One: How old are you?


Question Two: What is your occupation?



















 









 



18-20: 73 responses
21-24: 24 responses
25-30: 2 responses
30+: 1 response

Student: 99 responses
Professor: 1 response

Question Three: How often do you eat off campus?

Question Four:
How often do you shop off campus?


 
 


 
 
 



 
 
 



 
 


 
 
 




 
 
 

  


 
 
 



 
 
 


 
 
 

One Time Per Week: 42 responses

Two Times Per Week: 16 responses
Three Times Per Week: 10 responses
Four Times Per Week: 2 responses
Five or More Times Per Week: 19 responses
Never: 11 responses

11




 
 

 

  

One Time Per Week: 60 responses

Two Times Per Week: 18 responses
Three Times Per Week: 4 responses
Four Times Per Week: 1 response
Five or More Times Per Week: 6 responses
Never: 11 responses

Question Five:
Do you currently use any coupon/money saving apps?



Question Six:
If yes, which ones do you use?























Yes: 18 responses
No: 82 responses

This question provided a variety

of answers. Below is a list of the
most common answers:
- Groupon
- Living Social
- Retail Me Not

Question Seven:
If there were an app that could give you specific
discounts in your local community, would you use it?
Question Eight:
What types of local restaurants or
stores would you like a coupon for?



























No: 4 responses
Yes: 96 responses
Question Nine:
Have you ever heard of RoverTown (the
App, website, etc.)?

This question generated a variety of

answers. Below is a list of common
answers, starting with the most
popular:
- Wegman's
- Walmart
- Target
- Local Restaurants (Viva, Ale House,
Yogurtland, Panera Bread, etc.)
- Retail Clothing Stores (Old Navy,
Victoria's Secret, Urban Outfitters, etc.)
- Bookstores (Barnes and Noble)



Question Ten
If yes, where/when have you heard of it?
A very small number of responses were
generated for this question. Below are all of
the responses:











No: 90 responses
Yes: 10 responses















- American Marketing Association

- Facebook
- Arhlene Flowers, Professor at IC

12

Objectives
The public relations plan for RoverTown is designed to achieve the following
objectives:

-Increase awareness of Rovertown's application among Ithaca College,

Cornell University, TC3 and Cortland State students.

-Increase the number of Thompkins County college student downloads of
RoverTown to 700 by the end of next school year (May 2014).

-Increase the ease of use, efficiency and product value of the Rovertown
application for college students.

-Increase the number of Thomkins County businesses providing deals and
purchasing analytic data in the area by 15-20.

-Increase the number of deals each business provides to at least 2-3.

-Increase the number of brand ambassadors to at least 2 per school
involved and increase their commitment to the position and brand
objectives.

13

Target Audiences
Primary Audiences:
College students aged 17-22
Meet Hannah Biehn:
Hannah is a freshman at Ithaca College who doesn't really know much about the campus or
the town of Ithaca. She attended the First-Year Experience (FYE) event on campus and heard
of RoverTown, who sponsored the event, and got their free mobile app on her iPhone.

Hannah knows that with more freedom in college comes with

more responsibility, like budgeting, and she loves how

RoverTown gives her the deals she needs on food and other

products.

As a college freshman, she also doesn't have a car and loves

how convenient the app is for finding the best deals to order
food at anytime and have it delivered right to her dorm.
Because of RoverTown, Hannah has gotten well adjusted to
the college life and her stress-free self can focus on her
school work without having to be worried about going out
to get food or spending too much money.

Meet Alex Preefer:

Alex is a 21-year old junior at Ithaca College who, by now,
knows the places he likes and dislikes in the Ithaca area. As a
junior, his workload is heavier than ever and he doesn't have
the time to drive downtown to get food. Alex also is on a tight
budget as he is feeling the weight of his student loans get
heavier, just like his workload.
He doesn't have the time to look around on the Internet for the
best deals in his area, which is why he uses RoverTown to find
the best deals in his area with the convenience of being able to
instantly order and get his Domino's delivered right to his
doorstep: it's a win-win situation.

14

Target Audiences
Primary Audiences:
Local businesses: Ithaca, NY
Meet Katie Spallone:
Katie is the owner of Avanti Boutique and Evolution, both
premier clothing and accessory shops located in downtown
Ithaca. As an owner she experiences peaks sales throughout
the year, but she is looking for a way to increase the
frequency of customers in her shops as well as increase sales.
By creating a discount and/or coupon system with RoverTown,
she can reach a larger group of college students and offer
them an incentive to visit her shops. Katie could start by
offering a free give away to the first 20 customers that visit
the shop or 10% of their entire purchase. In addition, by
working with RoverTown, Katie could advertise when a new
shipment or new season of clothing has arrived.

Meet Tim Gammons:

Tim is the food and beverage manager of Kilpatrick's,
an Irish restaurant and bar located in The Commons of
Ithaca. Kilpatrick's is popular on Thursday nights when
they promote a karaoke night. However Tim was
looking for a way to bring in more students for lunch
and dinner during the weekdays. By using RoverTown Kilpatrick's can
offer $5 off a meal or promote weekly specials through the app. This
would increase their awareness and sales on a weekly basis.

15

Target Audiences
Secondary Audience:
Professors aged 30-55

Meet Scott Hamula:

Scott is an Associate Professor for Integrated
Marketing Communications (IMC) at Ithaca College.
On top of teaching students every day, Scott is also
the IMC Program Director, a position that requires
him to be readily available either in person or by
e-mail to help anyone with questions or concerns
regarding the department. Scott is a busy man, and
sometimes doesn't have time to go out for lunch or
make dinner. The food on campus gets old really
fast, and Scott likes variety. That's why he uses
RoverTown: to give him the variety and prices he
loves, in a convenient manner, right to his office.

16

Strategies and Tactics

Increase Awareness of the RoverTown App to the Target
Audiences
Local Events and Activities
We suggest RoverTown representatives get more involved with the local college and county
communities by advertising at local events where both college students and business
owners are present. Therefore, RoverTown can reach both its primary audiences efficiently.

Community Festivals
Local Ithaca festivals showcase outstanding opportunities where RoverTown can advertise its
coupon saving deals to students while attracting interest in potential business clients.
At each festival, we recommend RoverTown get a booth near the venders. Here,
representatives can hand out flyers and business cards to students passing by that
explaining RoverTown, the great deals its App offers, and how one can join the RoverTown
community and start saving. Additionally, RoverTown ambassadors should approach all the
booths with local business representatives where the representatives can explain the
benefits of the App and why the business should invest in it. If a business is interested in
learning more about RoverTown, we suggest the ambassadors provide the company with
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partnership.
*See example of Business Card in Appendix, page
While the festivals will attract more restaurant and food businesses than any other type of
company, we believe the food businesses in the Tompkins and Cortland Counties are where
college students spend their most money and, therefore, is the most necessary type of
businesses RoverTown should ensure it partners with.

17

Strategies and Tactics

The Chili Festival has been an annual tradition in Ithaca for many years and continues
to grow in popularity. In 2013, the festival will take place on February 16th and a
variety of local restaurants and businesses serve variations of chili to the public.
A popular community event, which takes place on the Ithaca Commons, the 31st
annual Apple Festival has many local businesses and farm venders set up booths to
showcase and sell their products to families and students. This event will take place
the weekend of October 4th in 2013.
The 2013 Winter Festival takes place during a couple of weeks at the end of November
to mid December. While, the dates have yet to be determined, this festival celebrates
local food and art, while showcasing inspirational ice carvers from around the nation.
A part of the Winter Festival schedule, Restaurant Week is the celebration of local
restaurants in the Tompkins County area. Hundreds of restaurants participate in this
weeklong event and showcase their most popular products. PRogressive PR believes
Restaurant Week is an essential opportunity for RoverTown ambassadors to gain the
attention of many local businesses at one time. We suggest RoverTown approach
each food vendor and ask whether or not the RoverTown App would be of interest to
them.

18

Strategies and Tactics

Sponsor First Year Orientations/Initiatives
Every college has a welcoming and lively first year experience program to excite students
for their upcoming first year at college. Normally, these initiatives include fun activities
showcasing the many opportunities the local community has to offer as well. Events take
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majority of these events educate students on all of the local opportunities the community
around the college has to offer and where the students should get involved and explore.
We believe if RoverTown is apart of the new students welcome process, the students will
continue to utilize the app's benefits through their entire college educational career.
We recommend RoverTown sponsor first year experience initiatives at Cornell University,
SUNY Cortland, SUNY Empire State College, Ithaca College, Tompkins County Community
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return, RoverTown will be able to advertise in a variety of methods throughout the
entirety of the first year programs events.
At Orientations, when students initially are welcomed to the college or university, we
suggest RoverTown have a booth at the students check-in area. As students receive the
necessary documents needed to start their college career, RoverTown will provide flyers
complete with contact information and a customized first year experience t-shirt that
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*See example of t-shirt in the Appendix, page
Furthermore, since RoverTown sponsored the events, orientation leaders and teachers
who help guide the new students through the orientation process should explain to the
students the benefits of RoverTown and why they should use it. Additionally, at a lunch
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every table for students to see.

19

Strategies and Tactics

Local Businesses Night
An event held by the RoverTown ambassadors at local colleges where all of the local businesses that use the RoverTown app are invited, the Local Businesses Night
invites students to learn about the large variety of businesses the RoverTown app
covers to share how effective and necessary the app is for students. It is a fun,
interactive way for students to learn about a variety of businesses in a short period
of time, while using RoverTown as a bridge between the students and the
businesses.
A location on campus, in either an auditorium or gym, should be rented out for the
event. Businesses partnered with RoverTown can provide any signature product
they are known for, whether it is food, clothing, accessories, or school supplies.
The businesses can hand out coupons, products, and other items in order to get
more students interested in their company. For each business, RoverTown coupon
cards will show the different deals available.

20

Strategies and Tactics

Various Advertising Mediums
Flyers
Local businesses that partake in your coupon, money-saving app will want students to
utilize the app and its great deals as often as possible because it would increase their
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encourage businesses to advertise the RoverTown app and its benefits as much as they
can. We propose RoverTown give each business client a few flyers that can be placed
throughout its establishment, whether it is by the cash register, on tables where
customers sit, or in the storefront window.

Newspapers
We recommend RoverTown utilize local print media by advertising the app in college
and town newspapers. College students read their school papers on a regular basis.
Therefore, a page advertisement telling students to visit the App store and buy the
RoverTown app, possibly with a scanable coupon for a local business, would grasp the
attention of many students. Additionally, an advertisement in town newspapers, while
some students might read it, would be more geared toward local business owners.
* List of Potential Newspapers provided in Situational Analysis

Radio Commercials
We suggest RoverTown advertise through local radio stations in order to reach their
targeted audiences. As stated above for newspapers, student productions are great
advertisement vehicles that we suggest RoverTown utilize to reach the college student
population. PRogressive Public Relations recommends advertising on other local radio
stations as well in order to ensure potential business clients hear about RoverTown's
abundant opportunities as well.
* List of Potential Newspapers provided in Situational Analysis

21

Strategies and Tactics

Increase Use of the App
Basic App and Website Maintenance
PRogressive Public Relations suggests a few ways to enhance the RoverTown app for
smart phones. With the help of local ambassadors' frequent communication with
RoverTown's business clients, the ability to keep deals current will strongly enhance
students' interest in the app and in the businesses' products. Additionally, there are a
few technological mishaps within the app where certain pages freeze or send one back
to previous pages. We believe that with a little maintenance these problems can be
easily solved and make it much easier to navigate throughout the app.

Coupons and Deals on the App

We recommend RoverTown provide the ability to print out coupons and scan coupons
by phone. This will allow for the customers to have the physical coupon with them to
use at businesses. Additionally, the convenience factor of having the option for the
business to scan the code from the app on the customer's phone with aid to the
easiness and accessibility of the app.
PRogressive Public Relations recommends business clients partnered with RoverTown
have a QR code to scan to redeem the savings at the bottom of their advertisements
when students present them. Having a scannable QR code makes the process of
redeeming deals much easier since with one touch, the deal is theirs.
We also suggest coupons should be redeemable on delivery service, especially since a
lot of restaurants and businesses only offer deals when in-store. Many
restaurants state on their coupons the added stipulation that the deal can only be used
in store. With RoverTown, the deal could be redeemed with delivery service as well.
With this ability RoverTown would separate itself from its competition and look like a
forward-thinking innovator for this new feature.
We know that with increased awareness of the app, increase usage will follow.
Therefore, if more people know that RoverTown is out there and that its app can be very
useful in the savings industry, more downloads of the app and more uses of the App
will follow suit.

22

Strategies and Tactics

More Deals on the App

We recommend that through local events and increased advertising RoverTown grow a
reputation of student demand for the app. As a result, businesses will put more deals
on the RoverTown app. With a RoverTown presence in more noticeable places for
students, businesses will know about RoverTown. As well, this gives both sides a
chance to talk and partner with one another.
PRogressive Public Relations believes through brand ambassador solicitation owners
will put more deals on the app. If brand ambassadors go from restaurant to restaurant,
whether it be at local events of at their actual store, and RoverTown representatives
explaining to the management of the establishment what RoverTown is and its benefits,
then business clients are more likely to add more deals and coupons on the app. Also,
we suggest that at every meeting with a potential client, RoverTown ambassadors
present a media kit, with additional information and products, to the client.
We recommend creating special scannable options for the RoverTown app. These
special deals will only be found on the businesses website or social media outlets and
take-away menus, or any other promotional items one business may have (i.e.
posters, print advertisements). This will get businesses more hits on their websites,
which equates to increased impressions and leads to more business.
If Restaurants print RoverTown scannable deals on the front cover of menus, this gives
customers easy access to RoverTown deals. Additionally, by seeing the RoverTown
logo, customers are more likely to use the deal since it is easy to access and they know
it is a guaranteed way to save money.

23

Strategies and Tactics

Increase Effectiveness of Brand Ambassadors
Increase Use of Social Media
PRogressive PR recommends that each school ambassador be in charge of the
local RoverTown Twitter and Facebook account. This includes creating and
maintinang the accounts. Most college students actively use Twitter and Facebook,
so this form of social media has the best reach to our student target audience.

Twitter
We suggest that brand ambassadors use Twitter as a tool to promote
RoverTown. Daily tweets about new or current deals will remind students to use
the phone app. We also suggest that brand ambassadors re-tweet or reply to
students and businesses when they tweet about RoverTown. Ambassadors can
also tweet at consumers regarding deals they would like to see. #RoverTownIthaca

24

Strategies and Tactics

Facebook

We suggest the brand ambassadors use Facebook as a tool to attract new customers
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the community. In addition to attracting new customers, daily tweets about new and
current deals will keep students actively using the app.

25

Strategies and Tactics

Promote the Business Media Kit
The business media kit works as an advertisement for RoverTown and a source of
information for potential customers. We recommend that ambassadors schedule
meetings with local businesses to discuss partnering with RoverTown. The media kit
will provide companies with important information about RoverTown and the
potential success of a partnership.

Media Kit:
All aspects of the media kit will be printed with the RoverTown logo

-Drawstring Bag

-(T-shirt)

-Padfolio

-Mock-up image of iPhone app

-Information Folder


-Company Pamphlet


-Business Card

-Statistical Analysis


-Number of current users


-Number of estimated users


-Percentage of company growth


-Categories of businesses that students desire in local area


-Growth of clients post partnership with RoverTown


(more expensive, but more professional, higher use)

26

Strategies and Tactics

Presence on Campus
PRogressive PR suggests that brand ambassadors actively promote
RoverTown on campus. It is important for the company to get its brand
name out to students, and continue to promote deals. We recommend that
ambassadors put up posters and flyers around the school, and include
current deals. To create a more interactive experience, ambassadors can set
up a table in the pub during the lunch hour and hand out RoverTown
information. If the budget allows it, we also encourage giving away t-shirts
and drawstring bags.

27

Evaluation & Measurement

In order to evaluate the success of our campaign, we will be monitoring the media coverage,
social media, outreach at events, and RoverTown.com trafficking over the course of one year.
Media Coverage
We will keep record of mentions of radio spots and will keep track of frequency on the various radio
stations airing our 30-second spot. In addition, we will keep track of our editorial coverage in the
various newspapers across Tompkins and Cortland counties.
Social Media
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follow our social media pages that are based on the locations of the brand
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RoverTown pages specifically targeted to Colleges and Universities by 10% of the amount of
students currently enrolled in each college. In addition, we aim to increase Twitter followers to 2,000
by the end of our campaign.
RoverTown.com
We will be keeping track of RoverTown.com in terms of website traffic. This will include additional
brand ambassadors and those who sign up on the website. We also aim to increase overall
activity on the website including response video views and comments. We would ultimately like to
increase website traffic to about 250 page views per day.
RoverTown App
We aim to increase the number of Tompkins County college student downloads to 700 by the end of
May, 2014.
We aim to increase the number of Tompkins County businesses providing deals and purchasing
analytic data in the area by 15-20 by May, 2014.
We also aim to increase the number of deals each business provides by at least 2-3.
Apple/Chili Festivals
From each of these events, we hope to engage 500 people, including college students and
businesses, in awareness of RoverTown and out of these people, have 75% proceed to download the
app. We hope to leave a positive brand id
FYE (First-Year Experience)
After evaluating our sponsorship of this event, we aim to increase awareness by 90%. We aim to
increase downloads of the app by 60% by the end of the second month after the date of the event.

28

Budget
Our budget for RoverTown's Public Relations campaign is $15,000 in total. We have
researched costs for all of our executions and broke down the budget into estimated costs
as shown:

1. Ambassadors
$2,000.00 per ambassador if they meet semester quotas of Tweets, Facebook Postings
and Solicitation of Businesses

Ambassadors Total: $4,000.00

2. Technology Development
Maintenance of App and Website/Development of QR Codes and Printable coupons done
by a technology developer service to develop and maintain the app and website.

Development Total: $2,042.00

3. Events (Tabling)
National Average of $200 total to table at an open fair x10 events

Events Total: $2,000.00

4. Promotions (FYE T-Shirts/String Bags, Flyers, Brochures)

Drawstring cinch backpacks: $1.33 each x1550: Total: $2061.00
2000 3.5 in. x 8.5 in. brochures: Total: $149.00

Promotions Total: $2,210.00

29

Budget
5. Media Kit

T-Shirts- 150 Shirts, $3.20 per print



3.20x150

Hats- 150 with a 30% off, $14.95 base price


30%-$14.95= $4.48 off, discounted price is $10.47



150x10.47
Informational Folder- Flyers, Brochures, Folder, Brochures Y MC1BQFS(MPTT1SJOUFE'SPOUBOECBDLRVBOUJUZ$62.00
Business Flyers Y MC1BQFS(MPTT'SPOUPOMZRVBOUJUZ$50.00


Pocket Folder Y QU$BSETUPDL(MPTT0VUTJEF0OMZRVBOUJUZ$750.00

Media Kit Total: $2912.00

6. Advertising
Y QBHFBETJOUIF*UIBDBO$855.00
3x 1/8th page ads in the Cornell Daily Sun: $261.00
15x 30 second radio spots on local stations: $720.00

Advertising Total: $1,836.00

TOTAL: $15,000.00

30

Budget

31

Timetable

32

Timetable
Social Media
PRogressive PR recommends a consistent use of Twitter and Facebook from January-December
of 2013. Social media will run on a pulsing schedule, and hit a higher frequency of use during the
CFHJOOJOHPGFBDITFNFTUFS5XJUUFSBOE'BDFCPPLQSPWJEFBDPTUGSFFDIBOOFMUP3PWFS5PXO T
target audience.

Festivals

PRogressive PR has formed a list of local 2013 festivals that we believe will provide significant
QVCMJDJUZ3PWFS5PXO TTUVEFOUBNCBTTBEPSTDBOSFOUBCPPUIBOEIBOEPVUQSPNPUJPOBMNBUFSJBMT
Interacting with students and local businesses will increase awareness and create a positive buzz.
- Chili Fest: February 16
- Ithaca Festival: May 30-June 1
- Applefest: October 4-6
- Winterfest: November 30-December 9
-Restaurant Week: December 1-9

Newspaper
PRogressive PR suggests placing short advertisements in "The Ithacan" and "The Cornell Daily
Sun". Advertisements run once a month from January-March and August-October. RoverTown's
promotional material would appear in or near the technology section of the newspapers.

Radio
Progressive PR advises RoverTown to run a total of fifteen 30-second spots on different local
Ithaca broadcasts. Commercials will run January-March 2013 and August-October 2013. Both
newspaper and radio advertisements will take place during these time frames because this is
when college semesters (Fall and Spring semesters) begin.

First Year Experience (FYE)

1SPHSFTTJWF13TVHHFTUTQBSUOFSJOHXJUI*UIBDB$PMMFHF T'JSTU:FBS&YQFSJFODF ':&
3PWFS5PXO
will sponsor all summer orientations causing promotional events to increase during the months of
June-August 2013. Additional sponsorship of FYE events in the month of September includes the
Student Organization Fair, Fall Job, Volunteer & Internship Fair, and Career Fair. Events in October
JODMVEF4(" T5BTUFPG*UIBDBBOE*$4QJSJU8FFL,JDL0GG

33

Thank you for your time!

For questions, comments and concerns don't
hesitate to contact our team!

Lindsay Tomaro: ltomaro1@ithaca.edu

Kristina Stockburger: kstockb1@ithaca.edu
Elise Sherman: esherma3@ithaca.edu
Seth Golob: sgolob1@ithaca.edu
Brian Kibler: bkibler1@ithaca.edu
Alexa Perlstein: aperlst1@ithaca.edu

34

Meet PRogressive PR!

Alexa is a junior at Ithaca
College with a double major in
Applied Psychology and Integrated Marketing
Communications with a minor in Art History. She is
from Cedar Grove, New Jersey and greatly enjoys her
ability to take a twenty-minute train ride into New York
City. She is currently working as a Event Marketing and
Coordinator for Campus Center and Event services. In
addition, she is the Tompkins County Liaison for
Project Generations, a club that unites IC
students with local senior citizens they
volunteer with.

Kristina Stockburger
is a sophomore at Ithaca College.
She is pursuing her Bachelor of Science
in Integrated Marketing Communications at the
prestigious Roy H. Park School of Communications at
Ithaca College and minors in the Honors Program. Her
Strategic Communications, Public Relations, Human
Communications in Organizations, and Presentation Media
and Visual Design classes had her work on individual and
group assignments, some involving local clients in the
Ithaca area. Additionally, she is a member of a few
Communications clubs. The hands-on experience was
extremely enlightening to her and she now knows
that she is in the right major and pursuing
the correct future in communications.

35

Elise
Sherman is a junior from
Seattle, Washington. She is in the
Integrated Market and Communications
program at Ithaca College. In the future, Elise
sees herself working in the marketing department of
a renowned international fashion company. Elise also
has a minor in Legal Studies, but is focusing on her
marketing degree. As a member of the American
"EWFSUJTJOH'FEFSBUJPOBOE*UIBDB7BSTJUZ8PNFO 4PDDFS
Team, Elise is always hard at work. During her off time,
she can be found skiing, snowboarding or relaxing
on the beach. In the spring of 2013, Elise will
be studying and interning at Ithaca
$PMMFHF T-POEPO$FOUFS

Seth
Golob is a senior at
Ithaca College pursuing a Bachelor
of Science in Sports Media. Seth is originally
from Baltimore, Maryland, but now spends most
of his time away from Ithaca College in New York City.
Seth has worked in the Sports industry; his most recent
job was Media Coordinator for the Buffalo Hunters LLC,
where he spearheaded the media department for the
newly founded team in the American Ultimate Disc
League. Seth has also led the Ithaca College
Men's Soccer Clubs marketing and media
for the past few months.

36

Brian is a senior
Sport Media major at IC. His
ambition is to be an NBA sportswriter
when he graduates. He has edited and
contributed to the Sport Media and
Management blog for two years.Brian is also
the co-captain of the Ithaca College men's
ultimate Frisbee squad and an excellent
Mario Kart Double Dash player.

Lindsay Tomaro is
a Junior majoring in Integrated
Marketing Communications at Ithaca
College. She currently holds the Treasurer
position in IC's chapter of Public Relations
Student Society of America (PRSSA) and will be
President starting next semester. Lindsay studied
abroad in London, England and interned for
Stephanie Churchill PR, a full service PR agency for
fashion, beauty, and lifestyle. She plans on
attending Ithaca College's L.A. program in the
summer of 2013 and hopes to have one or two
more internships there in the field of PR. In the
future, she hopes to work in public
relations in the fashion industry
and travel the world.

37

Appendix

38

Primary Research Survey

39

Primary Research Survey

40

Media Kit: T-shirt

41

Media Kit: Bag

42

Media Kit: Business Card

43

Media Kit: Padfolio

44

List Of Suggested Businesses

Avanti (In Ithaca)
121 S. Cayuga St

Evolution 102
102 The Commons

5IF1BDL O4IJQ4UPSF
101 The Commons

Finger Lakes Running Company

215 The Commons

Bandwagon Brew Pub

114 N. Cayuga St.

Collegetown Bagels
203 N. Aurora St.

,JMQBUSJDL T1VCMJDL)PVTF
130 E. Seneca St.

Subway
220 The Commons

Ithaca Coffee Company

311 E. Green St.

4BNNZ T1J[[B
215 The Commons

45

Staples
742 S. Meadow Street

Yogurtland
740 S. Meadow St.

Gamestop
40 Catherwood Rd
Pyramid Mall

Miracle Nails
335 Elmira Road

Tanning Bed
722 S. Meadow Street

Purity Ice Cream

700 Cascadilla St.

Capital Corner
40 West Martin Luther King Jr. St.

Bath & Body Works

40 Catherwood Rd
Pyramid Mall
Bowl O Drome
401 3rd Street

Michaels
614 S. Meadow St.

List Of Suggested Businesses

(In Cortland)

King Sub
137 Main St.

Bangles, Bags & Bling!

101 Main St.

Palm Gardens
52 Elm St.

Morans Gifts
41 Prospect Terrace

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105 Main St.

VanDeuson Music
5 Main St.

"OHFMP T.BSHFS#FBVUZ4BMPO
24 Hubbard St.

Nordic Sports, Inc.

45 Main St.

Beads and Beyond

75 E. Court St.

Empire 41
15 Main St.

46