amanda's writing portfolio
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Writing Portfolio 2011TRANSCRIPT
WritingPortfolioAmandaLongHome:11RunnymeadeRoad• Chappaqua,NY10514• (914)741‐0903
School:ElonUniversity• 6024CampusBox• Elon,NC27244• (914)629‐5322
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TableofContents
Resume ......................................................................................................................3
PressReleases ........................................................................................................5
ProgrammingHighlights……………………………………………………………9
ExecutiveBiographies…………………...……..………………………………….13
BusinessPlanExcerpt……………………………………...………………………15
SemesterProposalandExcerpt................................................................... 18
BlogArticle……………………………………………………………….…………….23
CreativeBriefs………………………………………………………………………...24
ProductDesign .................................................................................................... 26
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Amanda P. Long 11 Runnymeade Road • Chappaqua, NY 10514 • (914) 629-5322
[email protected] EDUCATION: Elon University, Elon, N.C. Major: Strategic Communications • Minor: Political Science • GPA: 3.5/4.0 Dean’s List: Fall 2009, Fall 2010; Lambda Pi Eta, Communications Honors Society Journalism Communications Fellow: Selected as one of 25 Communications Fellows from an applicant pool of approximately 125 candidates. RELATED EXPERIENCE:
NBC Universal- Bravo, Publicity Intern, New York, N.Y. May 2010-Present • Compiled press clips for all talent and executive features in print and online • Accompanied press managers on interviews and events with talent • Created launch packets for premiering shows on the network
Live Oak Communications, Team Leader, Elon, N.C. February 2009-December 2010 • Participated in a PRSA award-winning, student-run, full-service Public Relations Agency • Managed a team of three account executives and communicated with creative team for client needs • Pitched clients and stories to local television, newspaper and radio stations
Sustainable Alamance, Public Relations Coordinator, Burlington, N.C. October 2010-December 2010 • Created all public relations materials for a community partner through a Strategic Writing class • Produced press releases, media kits, and advertisements for client needs
Haute Public Relations, Account Executive Intern, New York, N.Y. May 2009-August 2009 • Wrote press releases for multiple clients to be used for magazine pitches and the company blog • Represented and interacted in Web 2.0 on behalf of the company including Twitter, Facebook, and blog • Assisted in the creation of a business plan for emerging client, N’ice Nail care • Collaborated to design product packaging for client, Pure skincare
KMR Communications, Inc., Public Relations Intern, New York, N.Y. May 2008-August 2008 • Developed skills in public relations associated technology such as Cision to create targeted media lists for
use by Account Executives • Helped to plan and execute CD release party for Lokah music, with attendance by Sting, Russell Simmons,
and the Real Housewives of New York
LEADERSHIP EXPERIENCE
Delta Delta Delta Sorority, Vice President of Public Relations, Elon, N.C. January 2010-Present • Developed public relations strategies to increase membership and presence on campus resulting in
increased membership during Spring Recruitment • Managed a team of 11 sisters and budget of $4,200 for Public Relations team events and programs • Organized sponsored and co-sponsored programs around campus, including University funded programs
Student Union Board, Assistant Vice President of Membership, Elon, N.C. August 2010- Present • Organized orientation events for incoming freshmen • Lead the general body meeting for possible members of the Student Union Board • Established successful retention of new members for committees
Student Union Board, Special Events Chair, Elon, N.C. September 2009-May 2010 • Organized and ran weekly meetings for the Special Events Committee • Planned and executed weekly events for student body, including SUB Cinema and SUB Swag
ACTIVITIES:
• PRSSA: Member of Elon’s Public Relations Student Society of America • Delta Delta Delta: Member of an Elon University Sorority • Student Union Board: Elected member of Executive Board of Elon’s student activities board
SKILLS: Computer: Photoshop, Cision, Glide, Final Cut Pro, Microsoft Office, Twitter, Facebook, Burelles Luce; Language: Spanish, Beginner
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BRAVO EARNS IMPRESSIVE SEVEN EMMY NOMINATIONS FOR 62ndANNUAL PRIMETIME EMMY AWARDS
Bravo Extends Record As Only Cable Network to Ever Receive Nomination in Outstanding Reality Competition Program Nine Times
Emmy-Award Winning "Kathy Griffin: My Life on the D-List" Receives Fifth Consecutive Nom and Griffin Earns Nom For Her Seventh Comedy Showcase for Bravo, "Kathy Griffin:
Balls of Steel" NEW YORK – July 8, 2010 -- Bravo received an impressive seven Primetime Emmy Nominations from the Academy of Television Arts & Science for the 62nd Annual Primetime Emmy Awards. Bravo's Emmy and James Beard Award winning ”Top Chef” earned a nod in the Outstanding Reality Competition category, thus making Bravo the only cable network for six consecutive years to receive nine total nominations in that category. In addition, “Top Chef Masters,” successful spin-off of “Top Chef,” received its first nomination in Outstanding Cinematography for Reality Programming. “Top Chef D.C.” airs on Bravo on Wednesdays at 10 p.m.ET/PT. "Top Chef" is produced by Magical Elves. For more information, visitwww.BravoTV.com. Follow us on Twitter at https://twitter.com/BravoPR. Additionally, the two-time Emmy-Award winning "Kathy Griffin: My Life on the D-List," currently airing its critically acclaimed sixth season Tuesdays at 10 p.m. ET/PT, received its fifth consecutive nomination in the Outstanding Reality Program category. "D-List" is produced by Picture This Television. Griffin also received a nomination for Outstanding Variety, Music or Comedy Special for her seventh Bravo stand-up special "Kathy Griffin: Balls of Steel," produced by Rick Mill Productions. FB TO REVISE “Trust me this is still the little show that could. I'm trying to make you laugh while still getting in trouble,” said Griffin. “Oh and one more thing, my mother has been warned that if I don't take home the Emmy she will swiftly be deposited to a state run home. Her life is in your hands.” Bravo's "Top Chef" also received nominations in three categories – “Outstanding Cinematography for Reality Programming,” “Outstanding Picture Editing for Reality Programming,” and “Outstanding Creative Achievement in Interactive Media.” Following is a complete list of the categories for which Bravo was nominated: Outstanding Reality-Competition Program “Top Chef: Las Vegas” Outstanding Reality Program “Kathy Griffin: My Life on the D-List” Outstanding Cinematography for Reality Programming “Top Chef: Las Vegas” “Top Chef Masters” Outstanding Picture Editing for Reality Programming “Top Chef: Las Vegas” Outstanding Creative Achievement in Interactive Media – Non-fiction “Top Chef: Las Vegas” on Bravotv.com Outstanding Picture Editing for A Special (Single or Multi-Camera) “Kathy Griffin: Balls of Steel” Continuing its record-breaking streak, Bravo scored its best second quarter in network history with double-digit growth among the key demos, up 11 percent among total viewers and 10 percent among adults 18-49.
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Attracting the most affluent and educated audience in all of cable entertainment among the coveted adult 18-49 demo, Bravo ranks as the No. 11 cable entertainment network on the dial. Bravo is a program service of NBC Universal Cable Entertainment, a division of NBC Universal one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Bravo has been an NBC Universal cable network since December 2002 and was the first television service dedicated to film and the performing arts when it launched in December 1980. For more information, visit www.BravoTV.com. Follow us on Twitter at https://twitter.com/BravoPR.
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BRAVO MEDIA CONTACT: Jennifer DeGuzman 212-664-4864 [email protected]
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FORIMMEDIATERELEASEContact:RobinKassner917‐388‐[email protected]
SHOPSTRESSFREEALLSUMMERNewYork,NY(July,2009)‐Addinganewhandbagtoyouroutfit,anewpairofjeansforgoingout,oreventhelatestpumpscancompleteyourlookinasnap.Inthiseconomythough,gettingthelatestfashionscanbemorestressfulthansuccessful.Howdowesolvethisproblem?MeetiOffer.com.iOfferisacutting‐edgeshoppingtechnologyplatformthatconnectsbuyersandsellersaroundtheglobe.Whenyouhavechampagnetastesonabeerbudget,IOffersatisfiesyourneedforretailtherapywithoutbreakingthebank.Savvyshoppersscourtherunwayforthelateststylesinjewelry,handbags,sunglasses,jeans,milehighplatformpumpsandfashionandthengotoIOffertofindthebestdealsandsteals.IOffermakesitpossibletohaveITALLatpricessolow;youcanstillpayyourrent.IOfferistheonlineshoppingdestinationthatyouwanttosharewithallofyourfriends.IOfferoffersyoutheeaseofonlinebuyingandsellingwithoutaddedfeesforlistingyourproducts.Theonlineweb‐storeiseasytonavigatetofindwhatyouwant.Buyerssearchfortheirgoodsandnegotiateapricedirectlywiththeseller.There'snoauctionandallnegotiationsaredoneinrealtime.Nomiddleman,nowaittime,buyersgettheirgoodsatthepricetheywant.Searchforgoodslikehandbags,jeans,electronics,shoes,andsomuchmore.Don'tletthiseconomicslumpputaholdonyourfashionistadreams.Getthelatesttrendsyouseeonalltherunwaysforlessthanyouwouldeverexpect.Shopdesignerstyleatawholesaleprice.VisitIOffertodayandseewhateveryone'stalkingabout!
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FORIMMEDIATERELEASEContact:RobinKassner917‐388‐[email protected]
RecessionistasTurntoiOfferforDesignerStylewithoutBreakingtheBankNewYork,NY(July20,2009)‐‐Wanttogetthelateststyleswithoutastimuluspackagetopayforit?TurntoiOffer,thewildlypopularshoppingsiteforthebestdressedandfashion‐obsessed.Whileweatheringtoday'seconomy,fashionistasareturningintorecessionistas‐withoutcompromisingstyle.Maintainthelookofluxurywithoutbreakingthebank.EntertheworldofiOffer,homeofaffordablebutchichandbags,sunglasses,jewelryandaccessories.Girlsaresickofthehassleofonlineauctions.TheywantthelatestdesignerstylesandinstantgratificationbyshoppingatiOffer,thesecretweaponforglamorousgirlsfromtheUpperEastsidetoHollywood.Buyinghandbags,jewelry,designerjeansandwatchesatiOffergivesyouVIPaccesstothelatestof‐the‐momentfashiontrends.WhenyouwantadesignerlookfromheadtotoewithoutfilingforChapter11,iOfferhasyoucovered.WhenyoushopiOffer,it'seasytocreatecelebritylooksthatareashotandedgyastheyareeffortless.Trendylooksshouldn'tbereservedfortherarefiedworldoftherichandfamous.YoucanbefromtheheartlandandlooklikeyourfavoriteHollywoodiconwhenyouvisitiOffer.It'sthestylesecretthatfillstheclosetsofthehippestgirlsintown.Wonderingwheretofindafabulousburnishedsilverleatherbag?Ametallichobo?Mile‐highheels?Afeatheredheadband?Anedgylittleblackdress?Youdon'thavetobeamulti‐millionairetolookfabulousfromheadtotoewhenyoushopatiOffer.Offercanbeyourretailtherapysoyoucanrocktherecessioninstyle.Formediainquiries,contactRobinKassneratHautePRat(917)388‐[email protected].
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Contact:AmandaLongCuttingEdgeCommunicationsPhone:914‐629‐5322Email:[email protected]
BindingMagicIntroducingthestaplertotheworldofpapergoods
BURLINGTON,N.C.(April17,2010)—Tiredofbindingpaperstogetherwithmessypaperclips?
Wastingtoomuchmoneyonreportcovers?Readyforachangeinthewayyougatheryourassignmentsforclasses?Looknofurther;CuttingEdgehassolvedalltheseproblemsandmorewiththecreationofthestapler!
EngineerSallySeremetis,workingwiththeteamatCuttingEdge,hascreatedthestapler,a
revolutionarypaper‐fasteningdevice.Thissleek,streamlinetooljoinssheetsofpaperwitheaseforanyonewhousesit.Staplersarehand‐heldforyourconvenienceandcomeindifferentstylesdependingonthetaskitisbeingusedfor.
Bypressingdownonthetopleverofthestapler,ametalstapleisdriventhroughthestackof
paperontoametalplateonthebase.Theplateonthebasethenbendsthestapletosecurethepagestogether.Inmilliseconds,youareabletobindpagestogetherquicklyandefficiently.Staplersareavailableforoffice,home,andschoolneeds.Staplerscanbeusedfortacking,atermusedtoadherepagesontoabulletinboard.Thebaseofthestaplercanbefoldedouttoadhereobjectsdirectlytotheboard,withoutbendingthestaplein.Theefficienttoolcantackleanyproblemwithaflickofthewrist.
Allofyourbindingneedswillbecompletedinacinch!EngineerSeremetisbelievesthedevicewillshockaudienceswithitssimplicity.“Itisasimplewaytotackleanystackofpaperthatneedstosticktogether.Nomoremess,nomorefuss,thestaplersimplifiesallmypaperfasteningneeds.”
Saygoodbyetoyouroldmeansofgatheringpaperstogetherandsayhellotothestapler!Thenewtechnologywillrevolutionizethewayyouorganizeyourdocuments.ThisagiledevicewillbeavailableataretailstorenearyouinSpring2010.
InventorRobertScissfoundedCuttingEdgein1980.Sincecreationthecompanyhasshockedconsumerswiththeinventionofscissorsaswellasbinderrings.CuttingEdgecontinuestosimplifylifeforanyonelookingtomakelifealittlesimpler.ForthelatestinventionsandinnovationsfromCuttingEdge,visitourwebsiteathttp://www.cuttingedge.com.
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BRAVO PROGRAMMING HIGHLIGHTS SEPTEMBER 2010
Weekof9/5THEREALHOUSEWIVESOFNEWJERSEY—“REUNIONPT.2”MONDAY,SEPTEMBER6,9PMET/PT(NEWEPISODE)THINTERVENTIONWITHJACKIEWARNER—“EPISODE101”MONDAY,SEPTEMBER6,10PMET/PT(SERIESPREMIERE)FLIPPINGOUT—“EPISODE405”TUESDAY,SEPTEMBER7,9PMET/PT(NEWEPISODE)RACHELZOEPROJECT–“EPOSPDE306”TUESDAY,SEPTEMBER7,10PMET/PT(NEWEPISODE)TOPCHEF—“SEASONFINALEPARTI”WEDNESDAY,SEPTEMBER8,10PMET/PT(NEWEPISODE)Thefinalchef'testantsheadtoSingaporeinthefirst‐everInternationally‐basedTopCheffinaletocompeteinthepenultimatechallengethatwilldeterminewhomakesittothefinalroundandwhowilltakehomethetitleof“TopChef.”THEREALHOUSEWIVESOFD.C.–“EPISODE105”THURSDAY,SEPTEMBER9,9PMET/PT(NEWEPISODE)WATCHWHATHAPPENSLIVE—“EPISODE301”THURSDAY,SEPTEMBER9,10PMET/PT(SEASONPREMIERE)GuestsTBD“WatchWhatHappens:Live”isBravo’sfirstlatenight,interactive,weeklytalkshowthatfeaturesguestsfromtheworldofentertainment,politicsandpopculture.Theseriesincludeslivelydebatesoneverythingfromfashion,thelatestHousewivesdrama,towhatcelebrityismakingheadlinesthatweek.TheshowairsThursdaysatmidnight.
Weekof9/12
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THINTERVENTIONWITHJACKIEWARNER—“EPISODE102”MONDAY,SEPTEMBER13,10PMET/PTFLIPPINGOUT—“EPISODE406”TUESDAY,SEPTEMBER14,9PMET/PT(NEWEPISODE)RACHELZOEPROJECT–“EPISODE307”TUESDAY,SEPTEMBER14,10PMET/PT(NEWEPISODE)TOPCHEF—“SEASONFINALEPARTII”WEDNESDAY,SEPTEMBER15,9PMET/PT(SEASONFINALE)Thefinalthreechef’sbattleitouttocookthebestmealoftheirlivesandearntheprestigioustitleofBravo's"TopChef"inthefinalepisodeof"TopChef:D.C."TOPCHEF:JUSTDESSERTS—“MR.CHOCOLATE”WEDNESDAY,SEPTEMBER15,11PMET/PT(SERIESPREMIERE)GuestJudge:JacquesTorresTwelveofAmerica'sbestpastrychefsconvergeinLosAngelesforthisfirst‐of‐its‐kinddessertcompetitionandhavetoimpressMr.Chocolatehimself,JacquesTorres.THEREALHOUSEWIVESOFD.C.—“EPISODE106”THURSDAY,SEPTEMBER16,9PMET/PT(NEWEPISODE)WATCHWHATHAPPENSLIVE—“EPISODE302”THURSDAY,SEPTEMBER16,11PMET/PT(NEWEPISODE)GuestsTBD“WatchWhatHappens:Live”isBravo’sfirstlatenight,interactive,weeklytalkshowthatfeaturesguestsfromtheworldofentertainment,politicsandpopculture.Theseriesincludeslivelydebatesoneverythingfromfashion,thelatestHousewivesdrama,towhatcelebrityismakingheadlinesthatweek.TheshowairsThursdaysatmidnight.
Weekof9/19
THINTERVENTIONWITHJACKIEWARNER—“EPISODE103”MONDAY,SEPTEMBER20,10PMET/PT(NEWEPISODE)FLIPPINGOUT—“EPISODE407”TUESDAY,SEPTEMBER21,9PMET/PT(NEWEPISODE)RACHELZOEPROJECT—“EPISODE308”TUESDAY,SEPTEMBER21,9PMET/PT(SEASONFINALE)
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TOPCHEF—“REUNIONSPECIAL”WEDNESDAY,SEPTEMBER22,9PMET/PT(REUNIONSPECIAL)TOPCHEF:JUSTDESSERTS—“COCKTAILWITHATWIST”WEDNESDAY,SEPTEMBER22,10PMET/PT(NEWEPISODE)GuestJudge:ElizabethFalknerTheelevenremainingpastrychefsmustcreateadessertoutofacocktail.Oneofthechef'stheatricsupsetsthegroupresultinginaheatedfight.THEREALHOUSEWIVESOFD.C.—“EPISODE107”THURSDAY,SEPTEMBER23,9PMET/PT(NEWEPISODE)WATCHWHATHAPPENSLIVE—“EPISODE303”THURSDAY,SEPTEMBER23,11PMET/PT(NEWEPISODE)GuestsTBD“WatchWhatHappens:Live”isBravo’sfirstlatenight,interactive,weeklytalkshowthatfeaturesguestsfromtheworldofentertainment,politicsandpopculture.Theseriesincludeslivelydebatesoneverythingfromfashion,thelatestHousewivesdrama,towhatcelebrityismakingheadlinesthatweek.TheshowairsThursdaysatmidnight.
Weekof9/26THINTERVENTIONWITHJACKIEWARNER—“EPISODE104”MONDAY,SEPTEMBER27,10PMET/PT(NEWEPISODE)INSIDETHEACTOR’SSTUDIO:BETTYWHITETUESDAY,SEPTEMBER28,7PMET/PT(NEWEPISODE)FLIPPINGOUT—“EPISODE408”TUESDAY,SEPTEMBER28,9PMET/PT(NEWEPISODE)TOPCHEF:JUSTDESSERTS—“GLEECLUB”
WEDNESDAY,SEPTEMBER29,10‐11:15PMET/PT(NEWEPISODE)
GuestJudge:SylviaWeinstockThetenremainingpastrychef'testantsaredividedintoteamsandgoheadtoheadinabakesaletoraisemoneyforalocalhighschoolpepsquadandgleeclub.THEREALHOUSEWIVESOFD.C.—“EPISODE108”THURSDAY,SEPTEMBER30,9PMET/PT(NEWEPISODE)
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WATCHWHATHAPPENSLIVE—“EPISODE304”THURSDAY,SEPTEMBER30,11PM(NEWEPISODE)GuestsTBD“WatchWhatHappens:Live”isBravo’sfirstlatenight,interactive,weeklytalkshowthatfeaturesguestsfromtheworldofentertainment,politicsandpopculture.Theseriesincludeslivelydebatesoneverythingfromfashion,thelatestHousewivesdrama,towhatcelebrityismakingheadlinesthatweek.TheshowairsThursdaysatmidnight.
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RichardRosenberg:FounderofNiceNailCare
RichardRosenbergisthefounderandcreatorofN’icenailcare,andanexpertin"green‐chic"nailcare.Withovertwentyyearsinthemarketingandthemanufacturingindustry,andexperienceinmanagementandstrategicplanning,Rosenbergisworkingtofurtherexpandtheall‐naturalnailproductindustry.Rosenberg'spreviousexpertiseinthenailcareindustryhasledhimtosearchforanall‐naturalnailcareproduct.Hecameupwiththeideathatnailcareproductsshouldgogreen.Hence,N’icewasborn,thefirsteco‐friendly,allnaturalnailcareproductdesignedtorepairandprotectnailswithoutusingharshchemicalnailproducts.Histwo‐stepproductshowsconsumershowtogetsalonqualitynailsathome.Thiscuttingedgenichemarketisrapidlybecomingaboomingindustryforconsciousconsumerseverywhere.Rosenberg'spreviousexperienceinthehealthandbeautyaidindustryhasledhimtocreatingNice.AstheformerPresidentoftheinternationalcompany,RBRProductions,Rosenberg'sexperiencesetshimapartfromotherindustryleaders.Whilesupervising17inhouseemployees,35outsideSalesrepresentativesandover500internationaldistributors,Rosenbergachievedannualsalestowholesaledistributersandretailersnationwidetoover$3million.Inordertocreatehisowngreenline,Rosenbergwaseducatedbynotednutritionistandbiochemist.WithhispartnerMarieScioscia,theN’icelineissuretobeafront‐runneringreenbeautyproducts.PriortocreatingN’ice,RosenbergwasthePresidentofinternationalcompanyRBRProductions,aninternationalmanufacturinganddistributingbeautysupplycompany.NotonlydidRosenberghelptoraisesales,healsoraisedpublicawarenessandinvolvementinthecompanybycreatingaConsumerAdvisoryCooperativeOnInfectionControl,allowingthepeopletocallinorwriteforfreegenericinformation.Thisraisedconsumerinvolvementintheproduct,andalsoinfluencedsalesinapositiveway.Rosenbergcreated"buzz"fortheproductbyplacingdisplaysandPOP"shelftakers"leadingtoravereviewsofproductsandagainincreasingsalesforthecompanyby30%forthetrialperiod.ByeducatingtheconsumersandincludingtheminresearchforcurrentandfutureproductsRosenberghasbeenabletoincreasesales,awareness,andinteractionbetweencompanyandconsumer.Rosenbergalsoinventedaspray‐onnaildryer,wasquick,efficient,anddidn'tbubble.Withabusinessbackgroundandaninnovativepersonality,Rosenbergisaleaderineco‐friendlynailcare.RosenbergreceivedhisBachelorofSciencedegreeinMusicandEducationfromtheStateUniversityofNewYorkandcontinuedbeingeducatedbyanotednutritionistandbiochemistinordertopreparehimselfforN’icenailcare.MariaSciosciaCoFounderofNiceNailCareMariaSciosciaistheco‐founderofN’icenailcare.Withherbackgroundasarenownednutritionistandpreviousballerina,Sciosciaknowstheimportanceofall‐naturalproducts.Whilekeepingeco‐friendly
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womeninmind,Sciosciaisaco‐creatorforthelatestall‐naturalnailtreatment.Shehelpstodefinetheall‐naturalbrandinanindustryfilledwithchemicallyenhancedproducts.AsthecurrentnutritionistfortheprestigiousAlvinAileyDanceCompany,andpreviousworkfortheNewYorkCityBallet,SciosciausestriedandtruetechniquesforcreatingN’ice'sgreen‐chicproducts.Keepingwomeninmind,SciosciaisabletolaunchtheN’icebrandasthefirsteco‐friendlynailtreatmentavailable.PreviousexperienceofworkinginthenutritionindustryhaspreparedSciosciaforthecuttingedgemarketofconsumergoods.Withastrongbackgroundinnutrition,ingredientanalysis,aswellasnutritionalanalysis,SciosciahelpstocreateN’icechemicalfreetoeliminatedamagefrompreviousproductsandensurenailhealthforthefuture.Thepatent‐pendingformulaenhancesthenaturalbeautyofwomen'snailsintheluxuryoftheirownhome.Followingthesimpletwo‐steptreatmentiseasierthanavisittothesalon,andhealthierthanthechemicalriddenpolishesusedelsewhere.Therecession‐proof,at‐hometreatmentmakesnailslookandfeelgreatwithouttheuseofchemicalenhancers.KeepingyourbeautyritualsnaturalisthegoalofN’icenailcare.BeforecreatingN’ice,Sciosciaworkedinhealthcareasanutritionistandeducatortohealthclubs,world‐classspas,andhigh‐endcorporations.Shecreatednutritionplansfocusedonindividualneedsandlimitationsofeachclient.Throughherprograms,overallwellnessincreasedandhealthwasrestoredtoclients.Whileworkingonanindividualandcorporateclients,Sciosciacreatedseminarsandinternaltradeeventstoincreaseawarenessandclientele.Hersavvystrategicinstinctshelpedhertoworkwithmarketingteamstofurtherincreaseprogramparticipationandmembersatisfaction.Asnutritionisttotwoofthemostprestigiousballetcompanies,Scoisciahasbeenabletoincreasehealthyweightgainin80%ofatriskdancersthroughhercoaching.Througheducatinginsteadofpreaching,shehasbeenabletocatertotheneedsofallherclients.AsaregisteredDietician,licensedNutritionist,certifiedTeacher,andPointeMagazineauthorandboardmember,Sciosciahastheperfectresumeforcreatingtheall‐natural,green‐chicN’iceline.SciosciaearnedherBachelorofArtsdegreeinLiteratureattheUniversityofMassachusetts,BostonandcontinuedhereducationtoachieveaMasterofSciencedegreeinClinicalNutritionatNewYorkUniversityaspreparationforN’icenailcare.
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N’ice Business Plan ExecutiveSummaryN’iceisthefirstall‐naturalnailcaresystem.Madeforwomenwholikethelookofclearnailpolish,N’iceachievesthislookwithouttheuseofharshchemicals.It'sfast,easy‐to‐use,haszerodryingtime,andimpartsalong‐lastingshinetonails.N’iceisperfectforwomen‐on‐the‐gowhoareafterasalonlookathomewithoutspendingtimeandmoneyonweeklynailsalonvisits.It'sanall‐naturalproductthatisfreeofchemicalsandissafeforexpectantmothers.Consumersareeschewingthebrightred,corn‐chipnailsofthe1980'sandsportingnatural,glossy,healthynails.N'ice's“Treat”,aNutritivePenetratingNailSerumnourishesandmoisturizesnails.Itfortifiesnailswithessentialnutrientsandmakesnailsmoreflexible.Insteadofdamagingnails,N’iceimprovestheconditionofnailswhilestimulatingnailgrowth.N'ice’s“Coat”,aFortifiedGlossingSealantprotectsandstrengthensnailsbutunlikenailpolish,itdoesnotpeelorchip.Itaddsahighglosslusterandlong‐lastingdeepshinetonailsusingall‐naturalingredientsinsteadofharshchemicals.Itprotectsnailsandlocksinmoistureforhealthy‐looking,ultra‐glossynails.Thesealantcanbewornaloneforaclearshiny,naturallookorasabasecoatundernailpolishtoprotectnailsagainstharshchemicals.Inadditiontoproducingarevolutionarynailcareproductsystem;N’icewilldonateapercentageofitsproceedstoaneco‐friendlycharity.ThischaritablecontributionwillmakeconsumersgravitatetoN’icesotheycandosomethingfortheenvironmentwhileexperiencingthebenefitsofglamnails.OurMission:Tocreateanall‐naturalnailcaresystemthatproducessalonresultsathome,usingnaturalingredientsthatcontributestoaneco‐friendlycharitablecause.OurMotto:"NiceHealthyNailsNaturally”TheMarketplace:N’icewillrevolutionizethe$6billion‐a‐yearNailCareindustry.Eco‐friendlynailcareisinhighdemand.Do‐it‐yourselfproductsareindemandduetotheweakeconomy.Ratherthaninvestingincostlysalonvisits,consumersarenestinganddoingspatreatmentsathome.N’iceisontheforefrontofnailcareproductsmadefromall‐naturalingredients.Womenarelookingfornaturaland
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organicproducts.TherapidlygrowingpopularityofWholeFoodsandTraderJoe’snationwideshowshowconsumerstodayarecravingorganicproductsbothinsideandoutsideoftheirbodies.Goinggreenisundeniablytrendy.N’icewillfillthevoidinthemarketplaceforDIY,chemical‐freenailcare.Management:SpearheadedbyRichardRosenberg,alegendarynailcareproductinventorandmarketer,andMarieScioscia,aspecialistinnaturalandholistichealthwhoconsultsfortheAlvinAileyDanceTroupe,N’iceisonaninevitablejourneytowardsuccess.CombiningRichards'businessacumeninthenailcareindustrywithMarie'spassionfornaturalandorganicbeauty,N’iceisdestinedtobethebeautyleaderinholisticnailcare.Richarddevelopedanall‐naturalnailcareproductthatactuallyperformswell.N’iceshattersthe"earthy‐crunchy‐granola"stereotypeofnaturalproductsbecauseN’iceachievesaglossyfinishthatdoesn'tchiporwearlikeaconventionalpolish,lastsonthenailandisahealthyalternativetotoxicnailpolish.ItsNutritivePenetratingSerumnourishesandmoisturizesnailsandtheFortifiedGlossingSealanthelpsprotectandstrengthennails.Objective:N’iceisdestinedtobesuccessfulduetothedemandforall‐naturalnailcare.Consumersspend$6.4billionannuallyonnailcare(BusinessweekMarch’07).AccordingtotheOrganicTradeAssociation,U.S.salesoforganicandnaturalproducts,reached$24.6billionattheendof2008.Thus,N’iceisarevolutionaryideawhosetimehascome.Toachieveourobjectives,N’iceisseekingadditionalloanfinancingfromaselectgroupofinvestorswithacloserelationshiportietothecreator.TheCompany:N’iceboastsastrongfoundingpartnership.CreatedbyRichardRosenberg,asuccessfulnailcareentrepreneur,whorevolutionizedthenailproductindustryandMarieScioscia,co‐founder,whohasabackgroundinnaturallivingandnutrition,thecompanystressestheimportanceofall‐naturalproductstohealthandwellbeing.Theduoisgoingtotakethenailcareworldbystorm.Withtheirfirstdirect‐to‐consumerproductoffering,N’iceisdestinedtoexceedRosenberg'swildlypopularnailcareindustryproducts,firstwiththeintroductionofthebrandsWebstoreandthenwiththefundingofmajorinvestors.N’icewillfollowthreeguidingprinciplestoachievedesiredgrowth:*Exploitfirst‐moveradvantageinahighlyfragmentedmarketwithauniqueanddifferentiatedproduct.*Developastrongbrandingcampaigntobuildawareness,positiveperceptionandsalesofourproductswithinourtargetmarkets.*Continuetodevelopnewproductstosatisfyanever‐growingsetofmarkets.Basedonfinancialprojections,N’icewillrequire$85,000instart‐upcapital,butwillgeneratepositivecashflowbytheendofmonththree.Bytheendofthethirdyearthecompanywillbegeneratingapproximately3milliondollarsinsaleswithasizablenetprofit.N’iceoffersWebstoreinvestorsacompanywithsubstantialgrowthpotential,cushionedbyinstantonlinepaymentscreatingrevenuegeneratingstability.1.1Mission
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*Tocreateanall‐naturalnailcaresystem,thatproducessalonresultsathome,usingnaturalandorganicingredientswhilecontributingtoacharitablecause.1.2KeystoSuccess*AbuzzmarketingandpublicrelationscampaigntobuildawarenessofN'ice'sall‐naturalformulaastheepitomeofeco‐friendlynailcare.*CommunicatingthatN’iceisthefirstall‐naturalnailcaresystemthatprovidesachemical‐freemanicuredlookathome.*PatentpendingtoprotectN’iceagainstreplicationfromcompetitors.*Synergisticrelationshipwithacharitablecause,whichwillendorseN’iceandreceiveapercentageoftheproceeds.*Amoney‐saving,timesavingproductthatisrecession‐proof.Itsavesbusyworkingwomenthetimeandexpenseofweeklymanicureappointments.*Thestabilitythatcomesfromusinginvestorswithcloseandwell‐developedrelationshipswiththeproductscreators,ensuringtrustandtimelyreimbursement.1.3Objectives*N’iceisdestinedtobesuccessfulduetothedemandforall‐naturalnailcare.Thenailcareindustryisbooming,andinmostmetropolitanareasitseemsasthoughthereisanailsalononeverycorner.Organicandnaturalcosmeticproductsareinequallyhighdemand.AccordingtotheOrganicTradeAssociation,U.S.salesoforganicandnaturalproductsreached$24.6billionattheendof2008.Thus,N’iceisarevolutionaryideawhosetimehascome.Toachieveourobjectives,N’iceisseekingadditionalloanfinancingfromaselectgroupofinvestorswithclose,perhapsevenfamily‐tiestothecreator.CompanySummaryN’icewasfoundedinNewYorkCitybynailcarepioneerRichardRosenberg.Itwascreatedasanalternativetothetoxicchemicalnailpolishesthatareonthemarkettoday.N’iceutilizesnewtechnologytorepairchemicaldamagethattypicalnailcareproductsinflictonyournails.N’icepromoteshealthystrongnails,utilizingthemostadvancednaturalandorganicingredients.ThecompanywillbeheadquarteredoutofNewJersey,eventuallyexpandingaroundtheworld.
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Semester Proposal
Background:
In2009,theBurlingtonAnimalsheltertookin8,649animals,andofthoseanimals,6,392were
euthanized.Oftheanimalsstillintheshelter,only848animalswereadopted,whichisdown5%from
thepreviousyearduetotheeconomyandothersubstantialfactors.Animaloverpopulationisasevere
problemthatwecannotadoptourwayoutof.
TheCityofBurlingtonandotherbenefactorsaresponsoringaLow‐CostSpayandNeuterclinicto
bebuiltinBurlington.Thisclinicisnecessaryinordertoslowtheanimaloverpopulationissueswehave
beenhavinginAlamanceCounty.Theclinicoffersaffordablepricestospayandneuterpets.Theclinicis
government‐ownedandisoperatedbyaretiredvet.Itwillbeopen,initially,onTuesdaysand
Wednesdays.
Goals/Objectives:
OurgoalsforthesemesteraretoraiseawarenessabouttheclinicbeingbuiltinAlamanceCounty.
Thislowcostclinicputshealthbenefitsforpetsatthetipsoftheirowner’sfingers.Spayingorneuteringa
petmaynotbeapriorityfortheaudiencewearereachingoutto,butwewishtochangethis.Theclinic
offerstheseservicesforafractionofthepriceasaveterinarian’sofficemakingitamoreviableoptionfor
thoseneedingtheservice.
Wewanttoprovidethepublicwithinformationonthehealthbenefitsofspaying/neuteringtheir
pets.Thestatisticsofpetsthathavebeenspayed/neuteredprovethattheylivelonger,illness‐freelives
asopposedtothosethathavenothadthisservice.Notonlyarewewishingtoencouragethepublictogo
outandutilizethenewclinic,butalsowewantthepublictohaveaccesstothefactssurroundingit.The
animaladoptionrateisnothighenoughforustoadoptourwayoutoftheanimaloverpopulation
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probleminAlamanceCounty,andwewishtoencouragepetownerstospay/neutertheiranimalsinany
waythattheycan.
TargetAudience:
OurtargetaudienceisthepopulationofAlamanceCounty.Wewishtotargetthelower
socioeconomicresidents,whomaynotrealizethehealthbenefits,orhavetheresourcestospay/neuter
theirpets.Wearetargetingthe“animallovers”whotakeinstraypets,eveniftheydon’thavetheability
tocareforthemproperly.Wewanttoreachouttofamilies,traditionalandnon‐traditionalwhowantto
dothebestfortheirpets.WeareplanningtoputouradvertisementsinSpanishaswellasEnglishin
ordertoreachouttotheentirecommunity.Wearetargetingthepublicthatdoesnotthinkthatspayand
neuterisanecessityfortheiranimals.
Strategy:
ThestrategyforthissemesteristoincreaseawarenessoftheclinictotheresidentsofBurlington
andAlamanceCounty.Wewanttoinformthepublicofthehealthbenefitsofspayandneuterfortheir
pets,andencouragethemtoseektheseservices.Thelowcostclinicprovidesaviableoptionformanyof
theresidentsofBurlington,sowearestrivingtobuildtheclientbaseandpromoteawareness.
Tactics:
Creatingacohesiveadvertisingcampaignwithflyers,televisioncommercials,andradio
commercials.
Flyers‐InformationalflyersthatwewoulddistributeinselectdestinationsaroundBurlington.We
willdesigntheflyer,withinformationthattheclientprovidedforus,andthensendittotheclientto
print.Wewilldisplaytheminstrategiclocationssuchasanimalhospitals,veterinarianoffices,churches,
andcommunitycentersinBurlington.WearegoingtoleaveflyersinSpanishaswellasEnglish,inorder
totargetalloftheresidentsinBurlington.
Commercials‐Wearemakingtwotypesofcommercials:televisionandradio.Thesespotswillbe
:30and:60seconds.Thesecommercialswillbedesigned,filmed,andeditedatLiveOak.Theywillbe
createdinbothEnglishandinSpanish,inordertoincreasetherangeofpeopleitcantarget.
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Signage‐LiveOakiscreatingsignsfortheribboncuttingoftheLowCostSpayandNeuterClinic.
Thesesignswillgoalongwiththethemeofourflyersandcommercials.Theywillbeneededforthe
ribboncuttingandduetotheclientMarch15.
ImplementationPlan:
Flyers:
o First draft from creative team due February 22
o Revised copy due February 26
o Final copy to client in InDesign due March 3
o Client prints flyers and returns them to us
o Live Oak distributes flyers around Burlington
Signage:
o First draft due from creative team March 1
o Revised copy due March 8
o Final design to client in InDesign due March 11
o Client prints poster and flyers to be used at ribbon cutting
Commercials:
o Brainstorm and finalize 3 commercials to present to the client February 17
o Present ideas to client during client meeting week of February 21
o Begin filming and recording commercials as soon as client approves
o Commercials due for internal review March 15
o Commercials due to client April 1
MeasurementandEvaluation:
Radio:Wewilldeterminetheimpressionofourradioadsthroughinterpretinghowmanytimesthe
commercialwasplayed,whattimesthecommercialwasplayed,andifitwasrepeated.Wewillalso
considerhowmanyradiostationsplayedthecommercial.Wewilldeterminetheimpressionofthe
commercialdependingontheradiostation’sreach,howmanytimesaweekitwillbeplayed,andforhow
manyweeks.
TV:Wewillmeasuretheimpressionofourcommercialsthroughcalculationsofstationsplayed,timeof
day,andtimesrepeatedfortheimpression.
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Flyers:Wewilldeterminetheimpressionofourflyersbyhowmanypeoplementiontheflyerinthe
processofspay/neuteringtheiranimalattheclinic,howmanyflyerswehavetorefillinouroutside
distributers,howmanypeoplevisitthegovernmentwebsite,andhowmanypeoplemakeappointments
attheclinic.
SouthAfricaSituationalAnalysis
PublicRelationsandtheCivicResponsibility,PublicRelationsProposalApril2010
In1948,awhitegovernmentcameintopowerinSouthAfrica,forcingtheseparationofracesin
thecountry,resultingintheinfamousapartheidgovernment.Thisgovernmentdissolvedin1994,with
theelectionofNelsonMandela;however,thecountrycontinuestostrugglewithitspublicimage.
WiththedisbandingoftheapartheidinSouthAfrica,itstillstruggleswiththeprevalenceof
racisminthecountry.Thewhitegovernmentisnolongerinpower,andthecurrentgovernmentis
workingtocorrectthewrongsofthepast.TheseinitiativesincludethecreationoftheConstitutional
Court,thePublicProtector,andtheYouthCommission.Theseofficeshelptomaintainthepeaceand
rightsofthoselivinginSouthAfrica.Actshavealsobeenpassedtoensureequalityforall,includingthe
EmploymentEquityAct,whichensuresthatnooneisdiscriminatedagainstintheworkplace.
SouthAfrica,likemanyotherAfricancountries,isalsostrugglingwiththegrowingHIV/AIDS
epidemic.Asof2009,therewere5.7millionpeoplelivinginSouthAfricawiththedisease.TheSouth
Africangovernmentisworkingtoeradicatethisepidemicwithnewinitiativesacrossthecountry.In
2010,theybeganHTC,theHIV/AIDSTestingCenter.Thesecentershavebeenputintoplacetohelp
counselthosewithHIVaswellasprovidetestingcentersforcitizens.Thisisaproactiveapproachtothe
seriousepidemicinSouthAfrica.Thegovernmenthopesthatwiththesecentersinformationaboutthe
diseaseaswellaspreventativemeasureswillpositivelyaffectthecountry.Accordingtoareportinthe
NewYorkTimes,theSouthAfricangovernmenthopesthatbyJune2011theywilltest15millionpeople
andreducetheincidencerateby50percent.
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AnothercommonmisunderstandingaboutSouthAfricaisthattheinhabitantsliveintribes.Many
westerners,whenthinkingofAfrica,immediatelythinkofprimitivesocieties.Peopleassumethatthe
peopleofSouthAfricaexistinabarbaricsenseandarelaggingbehindtherestoftheworldin
westernization.However,SouthAfricaisoneofthemostwesternizedAfricannations,duetoits
developedlanguages,EnglishandAfrikaansaswellasthepresenceofChristianity.SouthAfricaalsohas
agovernmentalstructuresimilartowesternsocieties.TheSouthAfricangovernmentcontainsexecutive,
legislativeandjudiciarybranches.TheheadofstateisreferredtoasthePresident,justasitisinAmerica
andotherdemocraticnations.Lastly,SouthAfricahasdevelopedthrivingmetropolisesincludingCape
Town,JohannesburgandPretoria.
AnothercommonmistakeinreferencetoSouthAfricaisthatitiscrimeladenandunsafe.This
conclusionishardlyapplicable,consideringthecountriesthatitiscomparedto.SouthAfricaisstill
consideredadevelopingnation,andisbeingcomparedtothestatisticsofthosethatarealready
developed.Comparedtoothersub‐Saharandevelopingcountries,SouthAfricahasthelowestcrime
rates.Also,SouthAfricaisactivelycombatingcrimeandviolencerateswiththecreationofgovernmental
agenciessuchastheMinistryofSafetyandSecurityandtheSouthAfricanPoliceService,whichmanages
1,115policestationsthroughoutSouthAfrica.
Withissuessuchasthese,aswellasthoseofbuildingasubstantialeconomy,improvingliving
conditions,andshorteningthegapbetweentherichandthepoor,SouthAfricahasmanyareasto
conquer.Withacurrentpopulationof49millionresidents,andhostingthe2010WorldCup,South
Africaislookingtoincreaseinterestintheircountry.Withanincreaseofinvestorsaswellastouriststo
thenation,SouthAfricacancontinuetogrowandthriveasadevelopingnation.Thechallenges
presentedallowSouthAfricatheopportunitytochangecommonstereotypestoshowtheworldthatthey
arebecomingapowerfulcountryopentoinvestmentsandtourism.
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GreenBeautyBy:AmandaLongWitheveryonemakinganeffortto"gogreen"thisyear,whyshouldyourbeautyregimenbeleftinthedust?Fromlipstoliner,companieshavebeenchangingtheirformulastofitinwiththeneweco‐friendlywaveofconsumerneeds.Fromluxurylinestodrugstoresteals,youtoocaneco‐outyourmakeupbag.TheBestGreen...Concealer:PhysiciansFormulaOrganicWearConcealerStick‐‐$6.95
Aneasytoapplyconcealerstickinfusedwithjojobaandsunflowerseedoilisaquickfixforblemishesandundereyecircles.Foundation:KorresGinger&VitaminsLightweightFoundationSPF10‐‐$28
FoundationwithSPFandwithoutparabens,sulfatesandsyntheticsmakesthisahitwithconsumers.TintedMoisturizer:JuiceBeautySPF30MineralLightMoisturizer‐‐$29
Achemicalfree,fullspectrumSPF30moisturizerenhancedwithpomegranateandwhitegrapejuiceaswellasotherantioxidants.Goodforyourskinandtheenvironment,JuiceBeautyisanorganicline!Blush:TarteFullBlossomCheekStain‐‐$28Afullserviceproductnotonlygivingapreservative‐,paraben‐,mineraloil‐andphthalate‐freeglowtoyourcheeks,butalsogivingaportionofproceedstotheSambozonjuicecompany'sSustainableAcaiProject,whichcreatesjobsforfarmersintheAmazonRainforest.Dowellforyourbodyandtheworldwiththisproduct!Eyeshadow‐‐NVEYEcoEyeshadow‐‐$24
Enhancedwithantioxidants,cornsilk,jojobaoilandchamomileisanaturalwaytoglamyoureyes.Mascara:AvedaMascaraPlusRose‐‐$12
Pumpupyourlashesusingnaturalbeeswaxandanaturalrosearoma.LipBalm:Burt'sBeesReplenishingLipBalmwithPomegranateoil‐‐$3
Perfectyourpoutwithanaturallipbalmenhancedwithpomegranateoil.Withaslighttintit'sallagreen‐girl‐on‐the‐goneeds!
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LiveOakCreativeBrief1.Client&ContactInfo: SpayandNeuterClinicofAlamanceCounty JohnNixon
Email:[email protected] Phone: (336)222‐5076
LauraMichelEmail:[email protected]:[email protected]
2.Project: CreatingacommercialthatalertsthepublicoftheopeningoftheSpayandNeuterClinicofAlamanceCountyanddrawattentiontotheoverpopulationprobleminAlamanceCounty.BriefPreparedBy:AmandaLongBackgroundOverview:
In2009,theBurlingtonAnimalsheltertookin8,649animals,andofthoseanimals,6,392wereeuthanized.Oftheanimalsstillintheshelter,only848animalswereadopted,whichisdown5%fromthepreviousyearduetotheeconomyandothersubstantialfactors.Animaloverpopulationisasevereproblemthatwecannotadoptourwayoutof.
Withtheeconomydown,peopleneedalow‐costoptiontohelpgivetheirpetsahealthierlife.TheLowCostSpayandNeuterClinicoffersthattothepublic.TheclinicisslatedtoopenApril,weneedtoinformthepublicofthisoptiontohelpthembettertakecareoftheirpets.
Thiscommercialwillbepartofanentireadvertisingcampaign,goingalongwiththeflyers,signageattheribboncuttingeventaswellasthebillboards.Itwillbeontelevisionaswellasonradio.Targetaudience:
Ourtargetaudienceispetowners,whichincludesanythingfromtraditionaltonon‐traditionalfamilies.Wearelookingtotargetthelowersocioeconomicpopulation;thosewhoneedanaffordableoptiontotakecareoftheirpets.Currently,itis“animallovers”whotakeinstraypetsbutdonotknowhowtoproperlytakecareofthem.Wearetargetingthispopulationaswell.Wearelookingtoeducatethepubliconthehealthandsafetyaspectsofspay/neuteringapetthatthepopulationcurrentlydoesnotknowabout. Whatistheobjective/purpose? Thiscommercialcreatesa“calltoaction”fortheaudienceviewingit.Itwillforcetheviewertore‐evaluateiftheyaredoingthebestthingforthecommunity,themselves,andtheirpets.Theywillfeelcompelled,throughviewingthetestimonialsofthecommercial,tospay/neutertheirpet.What’sthesinglemostimportantthingwewanttosay?
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Thecommercialshouldstresstheimportanceofgettingananimalspay/neuteredandusingtheSpayandNeuterClinicofAlamanceCounty.Gettingyouranimalspay/neuteredhelpsyou,yourfamily,yourbudget,andyourcommunity.Brandtone/personality: Thenatureoftheissueisserious,butourcommercialishavinga“calltoaction”feel.Itshouldappealtoallpetowners,andinspirethemtogooutandspayandneutertheirpets.Itshouldeducatetheaudienceaswellaskeepthementertainedandwatch/listentothewholecommercial.Mandatoryelements,helpfulinformationandinsights: Weneedactorsandpetsforthecommercial.Weneedtomakeitforradioandfortelevision.Format/Platform: ThevideoneedstobebothbroadcastandYoutubequalitysothatitcanbepostedonthewebsiteaswellasrunontelevision.Theradiosegmentneedstobeproducedathighqualityforbeingplayedontheradio. Budget:
Weareproducingthisin‐house,ifabudgetisnecessarythecreativeteamneedstodevelopthis.ScheduleandApprovalProcess: BothcommercialsareneededtotheclientbyApril1.Forinternalreview,pleasehavethemreadyforinternalreviewbyMarch15.WeneedtostartfilmingASAP.