WritingPortfolioAmandaLongHome:11RunnymeadeRoad• Chappaqua,NY10514• (914)741‐0903

School:ElonUniversity• 6024CampusBox• Elon,NC27244• (914)629‐5322

along8@elon.edu

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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

along8@elon.edu 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 Jennifer.DuGuzman@nbcuni.com

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FORIMMEDIATERELEASEContact:RobinKassner917‐388‐3494robin@hautpr.comwww.hautepr.com

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:RobinKassner917‐388‐3494robin@hautpr.comwww.hautpr.com

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)388‐3494orrobin@hautpr.com.

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Contact:AmandaLongCuttingEdgeCommunicationsPhone:914‐629‐5322Email:amandaplong@gmail.comFORIMMEDIATERELEASE

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:jnixon@ci.burlington.nc.us Phone: (336)222‐5076

LauraMichelEmail:lmichel@ci.burlington.nc.usLisaWolffEmail:lmichel@ci.burlington.nc.us

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.

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