An Advertising Campaign by Brainwave Media

Executive Summary......................................................................................3Agency Profile .............................................................................................4Objectives ...................................................................................................5History of Walkers ......................................................................................6Environmental Analysis ..............................................................................7Competitor Analysis ....................................................................................8SWOT Analysis ...........................................................................................9Research ....................................................................................................10Brand Value Proposition ............................................................................11Target Market ............................................................................................12Campaign Strategy ....................................................................................14Big Idea .....................................................................................................15Creative Strategy .......................................................................................16Advertising Executions ..............................................................................17Media Objectives and Strategies ................................................................20Media Mix .................................................................................................21Creative Testing, Media Timeline, and Budget ..........................................24Brand Activation .......................................................................................25Measurement, Evaluation .........................................................................26Appendices ...............................................................................................27Creative Brief ............................................................................................28Team Biographies ......................................................................................29References .................................................................................................31

Table of Contents

2

Executive Summary

Walkers Shortbread is a brand based on integrity, family-values, and a unique cultur-al background. We at Brainwave Media seek to bring this quality product to those too busy to produce from-scratch baked goods but yearn for a refined product. Thus, our advertising campaign was crafted with the busy mother, working wom-an, and 21st century consumer in mind. Utiliz-ing the cultural images associated with Scotland as well as the hectic lives of those in our target demographic, our advertisements and brand en-gagement strategies promote Walkers as a little way to tame your day. Running over the course of a year, these strategies aim to increase awareness, comprehension, and conviction for Walkers.

3

Brainwave Media: An Agency Profile

Brainwave Media in an integrated advertising agency focusing on creating innovative, imaginative, and intellectually stimulating executions. We at Brainwave believe the ideal solutions are crafted with intelligence, integrity, and an intense desire to go beyond our creative limits. Approaching each client with enthusiasm, we listen to their needs and strive to provide them with an advertising campaign which they never knew they want-ed—and cannot live without. Much like the various circuits which run within the brain and coalesce into a vital network, each team member contributes their unique ideas forming a dynamite group of individuals and one devoted team.

Brainwave Media

Innovation. Imagination. Intelligence. Integrity.

Desire to go Beyond.

4

Objectives

Our advertising campaign seeks to increase sales of Walkers Shortbread by 8% throughout the duration of one year. We will achieve this objective through a series of print, television, direct mail and digital advertisements as well as brand engagement strategies which will in-teract with those in our target audience.

Marketing

CommunicationsThrough our advertising strategies, we seek to achieve an 80% comprehension rate, a 50% conviction rate, and an effective reach of 80% with an effective frequency of three.

The proposed advertising campaign will run throughout 2017 for approximately one year.

Time Frame

BudgetWith an $11,000,000 advertising bud-get, the majority of funds will be allo-cated towards television commercials, various print advertisements, digital banners, and postcards.

5

The Whereabouts of Walkers

1898- Joseph Walker opened up a bakery at the young age of 21; he opened the doors with ambition, a good recipe, and merely $60 to his name.1905- Recipes are perfected, business grew and Joseph’s little bakery became an attraction. Soon, he moved shop to a larger space in Speyside village of Aberlour in Scotland and began delivering shortbread with a horse and cart.1930- Business expands and Walker’s sons join forces to provide help and new ideas.1936- The first delivery van is purchased, and new items are added such as a variety of cakes and new confectionaries.1939- World War Two begins, forcing people to ration food and business slowed. Walkers con-tinued to offer treats, just with less variety available. 1954- Joseph Walker dies, but his legacy lives on in Walkers Shortbread as manufacturing in-creases without limiting or substituting ingredients.1961- Workforce is around 100 people, including third generation Walker’s. Fourteen vans are used for delivery, and soon Walkers Shortbread is all over Britain.1975- A custom-built factory is used to produce shortbreads, biscuits and cookies on a larger scale.1990- Reputation grows internationally, and Walkers recieves numerous awards including five gold Mondiale medals.Present Day- Production sites exist in two locations in Scotland, and Walkers has internation-al offices, remaining proud to be a Scottish company to produce The World’s Finest Shortbread.

6

Environmental AnalysisSociocultural Forces Technological Forces

Walkers has become largely dependent on online sales for international markets, and the family company has to be creative in order to compete with corporations with larger budgets. Walkers recently introduced innovative new packaging formats including patented label technology and high per-formance barrier films which will preserve product quality with resealable, flexible pouches to package shortbread. Walkers believes this will further enhance its brand equity and high brand standards.

Since the founding of Walkers Shortbread, they have continuously tried to use all natural in-gredients and produce quality products. This doesn’t mean that shortbread is healthy, which is a concern for those within the target market. Alternate options for snacks which are consid-ered to be healthier and better for people can largely affect profits and brand image.

In recent news, the United Kingdom has voted to leave the European Union by 2017 and has therefore given Walkers a distraction due to their production being solely in the Scottish Highlands. Walkers main concern is the resi-dential status of their employees who are EU nationals and their ability to move products and goods freely into some of their most im-portant export markets.

Political Forces

Economic ForcesThe company expressed concern about slowing markets in China and other surfacing markets internation-ally, along with the “delicate” Euro-zone markets. Export markets proved to be “challenging” for Walkers, as the strength of sterling against other currencies impacted profit in 2015. Despite intense downward pressure of price from private label sales, 2016 yields a 15% increase in full year profits and increased operating margin for the company.

7

Competitor Analysis

Tate’s Bake ShopLorna DoonePepperidge Farm Shortbread

Strengths: --Large following on social media--Healthier, all-natural ingredi-ents

Weaknesses:--High Price--Local brand with low nation-al awareness

Strengths: --Competitive price--Recognizable product--Brand loyalty

Weaknesses:--High in sodium--Moderate quantities of sugar--Controversial ingredients--No social media presence

Strengths: --Large corporation withextensive varieties of product offerings--Moderate social mediapresence--Brand loyalty--High revenues with lowproduct price

Weaknesses:--Contains artificial ingredients

8

Strengths

Opportunities

Weaknesses

Threats

--All-natural ingredients--Offers a wide variety of products including short-bread, crackers, cookies, cakes, tarts and puddings--Family company promotes unique and genuine pro-duction with factories in only two locations in Scotland--Received awards for being environmentally friendly--Outstanding CSR and involvement with associations and foundations that work to better the planet through sustainable and ethical practices

--Appeal to everyday use along with compli-mentary products like coffee or tea, create a habit that doesn’t currently exist--No obvious leader in the shortbread market--Natural ingredients are valued in market--Create an advertising campaign along with promotional events

--Competitors have larger production resources--Shortbread isn’t a popular choice for snacking --Healthier snack options with higher brand awareness available on the market

--No current advertising campaign--There is minimal awareness for the product--Not perceived as a healthy choice--Prices are higher than the competi-tion --Company has a limited budget --Only popular during certain seasons

SWOT Analysis

9

ResearchResearch Objectives--Discover target audience’s psychographic, demographic, and behavioristic information--Learn about current state of Walkers brand awareness in general population--Find most effective media to transmit messages to target audiences

Primary ResearchSecondary ResearchResearch was conducted through online databas-es such as Statista, SRDS, as well as the company website to discover more about Walkers.

Through our research and these websites, we dis-covered the target market for Walkers isprimarily women ages 25-49, who we call “Hectic Daydreamers”. These women are busy moms who provide for their children, tend to the home and a career, as well as shop for the household. Targeting these women will be done on multiple platforms, including magazines such as Good Housekeeping, Parenting Magazine, and bon appétit, along with television shows, internet outlets and direct mail. Environmental research revealed that Walkers is of a higher-quality than most packaged goods but possess low brand awareness.

We conducted a survey across multiple demograph-ics. A short survey of 8 questions examined people’s current preferences of snack, coffee/tea drinking habits, and tested brand awareness.

Walkers is not a popular snack for those in our tar-get market. Of those who took the survey, 41.7% have heard of Walkers Shortbread before. Almost 80% said they were unsure if Walkers is healthy, although 70% of people say they are health con-scious when choosing food. Therefore, we must focus our advertising plan on raising awareness of Walkers and the ways in which it can provide an escape for the hectic lifestyles of those in our target market. However, since those in this demographic are already wary of advertising, we must promote Walkers in a clever and engaging way to gain their attention.

10

Brand Value Proposition

Functional Benefits

Emotional Benefits

Self-expressive Benefits

Walkers Shortbread is a delicious indulgence which satiates hunger andconquers the craving for a sweet treat. The scope of flavors, shapes, and vari-eties appeals to a large breadth of individuals with specific dietary needs and taste preferences. Additionally, the packaging—which includes specialty tins and limited edition images—can be refurbished and used as a design element or reusable container.

Walkers Shortbread offers the consumer an escape from their hectic everyday life. Unwrapping a package of wholesome shortbread is akin to closing the door on daily stresses and frustrations. The consumer experiences a flood of happiness, pleasure, and gratitude upon tasting the buttery cookies. Addition-ally, since Walkers is imported from Scotland, it takes them to an international destination without leaving the comfort of their immediate surroundings.

Choosing Walkers Shortbread indicates the consumer appreciates qual-ity and possesses sophisticated and worldly tastes. Walkers Shortbread is above the average packaged cookie--they are refined and are made from few ingredients. Thus, it showcases the consumer’s mature palette and willingness to indulge in a high-caliber product.

11

Target Market

Demographic: Women ages 25-49 with our secondary audience being women ages 50-64.

Behavioristic: Those in our target market are moderate consumers of packaged sweets. They purchase a new box each week when they buy food for themselves and their families. Since Walkers Shortbread is of a higher quality due to well-crafted ingre-dients, they cater to women who purchase sweets as a true indulgence rather than a quick snack to keep in their pantries.

Psychographic: Our target market is busy—they do not have time to bake from scratch or even special order bakery products. As a result, they look for the highest quality purchase from their local grocery store. Additionally, they are sophisticated women in which an average cookie will not suffice. They have refined tastes and seek a cookie which reflects these tastes.

Geographic: Our campaign is national so our advertisements target women across the United States.

“Hectic Daydreamers”

12

Sarah is a loving wife and mother to a fussy six-month old. Having little time for herself amidst the duties of mother-hood, she purchases Walkers Shortbread so she always has a treat on hand when her day becomes a wee bit hectic. As she unwraps the delicate shortbread, her thoughts travel to Scotland and the exotic trip she wishes to take once her son grows older.

Lin is a lively sixty-something living in New England, who enjoys spending time with her four grandchildren, tend-ing to her garden, and attending a weekly book club. In her book club, she and her friends read the Scottish-set fantasy series Outlander, and fell in love with the fanciful description of the Scottish Highlands. From this love, they discovered Walkers Shortbread and now serve it at every meeting with a hot cup of tea as an homage to the adven-tures of the Scottish warriors.

Secondary Target Market

Target Market

13

Thirty-somethings Dawn and Jessica have been best friends since they traveled abroad together to Scotland in their junior year of college. While in Scotland, their host parents fed them Walkers Shortbread and tea every afternoon after class. Now, as new parents, they hope to con-tinue the tradition as they meet, discuss parenting techniques, and remi-nisce about their trip abroad over Walkers Shortbread and tea.

The Challenge

The Key Insight

The Brand Promise

While those in our target market purchase cookies for their families, they are choosing lower-quality, less refined products in order to appeal to their children. Additionally, their lives are so hectic they do not get the oppor-tunity themselves to indulge in a quality item, instead choosing to pick at what they have purchased for their children. Our challenge is to raise awareness for Walkers Shortbread and show our consumers that they too can enjoy a high-end product while also using it as an escape from their everyday lives.

“Hectic Daydreamers” yearn for a way to escape momentarily from their everyday lives while treating themselves to a wholesome and satiating indulgence.

Walkers Shortbread is an easy, quality solution to help our consumers escape from their hectic lifestyle.

Campaign Strategy

14

The Big Idea

Tame Your Day with

15

Creative Strategy Art Direction CopywritingThe Hectic Daydreamers in which our advertising cam-paign seeks to target yearn for a treat which can help them escape the responsibilities of their everyday lives. Our cam-paign will showcase this promise through fanciful and whimsical images de-picting various cultural elements of Scotland. These images, partnered with creative copy, will provide a visionary escape to the targeted consumer while showing them a little way to tame their day.

To showcase the cultural el-ements of Scotland, our ad-vertisements will depict the Loch Ness Monster, tradition-al Scottish warriors, and the Scottie Dog. These images not only are aesthetically pleasing, they address the needs of the consumer: a fanciful far-away destination, rugged highlanders, and majestic beauty. The adver-tisements are simple, showcas-ing just the copy and photo with ample white space. This will allow the consumer to absorb the ad free of additional distrac-tions. Additionally, the product packaging will be showcased in various ways in each advertise-ment, thus showing what the product looks like on shelves.

Each advertisement will include the tag line: “Tame Your Day with Walkers” as well as body copy per-taining to each image. This copy shows the dual meanings of taming the hectic everyday lives of the targeted audience while also taming the wild and unrefined elements of the Scottish countryside. Once the reader is intrigued, they will read our body copy which will entice them to purchase the product and inform them of where they can locate Walkers Short-bread.

The Creative Strategy

16

Full-Page Magazine Advertisements

Print Executions

17

Print and Television Executions

30-Second Television Advertisement

VisualVideo Audio

Fade in: Mom in kitchen with kids running around being frantic.

Children: making noise.

Mom walks into the living room holding a cup of tea. She puts the tea on the table and pulls out a Walkers

Shortbread from her pocket.

She slowly unwraps it while inhaling the cookie and closing her eyes. A

slight smile spreads across her lips as she daydreams...

Cut to: a hulking Scottish warrior is walking into a house after a big fight. He’s dirty and has blood stains on his kilt. He walks into the kitchen, silently puts on an apron, and takes out a tray of Walkers Shortbread from the oven and places it gingerly on the counter.

He winks.

Children: noise fades out.

Mom: “Kids, Mommy is going to take a little break now. Don’t get into

trouble.”

Children: screaming.

Mom: “Mommy’s coming!”

Cut to: a living room where the Mom snaps out of her fantasy, wipes the crumbs from her shirt, and smiles.

Cut to: Walkers product, slogan, logoVoice Over: “Life needs a break. Tame

your Day with Walkers Shortbread. Travel to your local grocery store to purchase all shapes and varieties.

18

Online and Direct Mail Executions468 x 60 Moving Digital Banner AdvertisementDirect Mail Postcard

Front

Back

19

Reach the Target Audience: Our target audience is comprised of females ages 25-49. Women in this age range are busy with the duties of motherhood, work, and balancing various responsibilities. In addition, they have sophisticated tastes. As a result, they are looking for a high-quality packaged cookie that rivals that of a home baked product. Our secondary market is comprised of females ages 50-64 who enjoy leisure and are looking for a quick and accessible, high-caliber snack. Geographic Scope: Our advertisements will be national meaning the message will be consistent across the United States. Additionally, our ads will be present in various forms of national media such as cable television spots and nationally distributed magazines.Message Weight: Since a large aspect of our goal is to convince busy individuals of their need for a culinary escape with Walkers Shortbread, we will focus the weight of our television spots in major cities, predominately on the East and West coasts.

Reach and Frequency: We wish to achieve an effective reach of 80% and an effective frequency of 3. Continuity: Our advertisements will be flighting, meaning we will choose which months of the year to advertise and only advertise within those months. Specifically, we will advertise heavily during October, November, and December since those months are especially busy with the addition of major holidays. Walkers also makes a great gift and addition to any holiday table. Correspondingly, we will advertise in May because of Mother’s Day, Febru-ary because of Valentine’s Day, and both May and July since Walkers can be used in a variety of summer recipes. Advertisement Dimensions: We will have (3) 8.5” x 11” full page, full color magazine advertisements; (1) 30-second television commercial; (1) postcard design; and (1) 468 x 60 digital banner advertisement

Media Objectives

Media Strategies

Media Objectives and Strategies

20

babble is an entertainment, news, and lifestyle blog directed at younger mothers, which is an ideal advertising platform. Users of this website are modern mothers who seek advice, inspiration, and par-enting tricks via online media. They are innovators who are redefining what it means to be a mother. As mothers of young children, they are busy and have little time to take care of themselves. Placing adver-tisements for Walkers Shortbread on this medium will make these women aware of a sophisticated way they can treat themselves that is available in their local grocery store.

Drawing in a large variety of individuals from a wide assortment of backgrounds, Buzzfeed can garner ample media impressions. Specifically, Walkers Shortbread can post banner advertise-ments within the food and lifestyle sections of Buzzfeed. Since Walkers reflects an international lifestyle that many viewers of Buzzfeed cannot afford, showcasing ads will give viewers a way they can experience Scotland without spending the money. Additionally, posting on the food page of Buzzfeed will directly appeal to those who appreciate delicious cuisine.

The Poor Traveler is a blog offering financial tips and travel hacks to those on a budget. Their audience includes women who are actively seeking vacation advice as well as those planning their fantasy excursion. Since a major aspect of our advertising campaign is focused around the cultural elements of Scotland, advertising on this website will promote Scotland as a tourist destination as well as promoting Walkers as a taste of the authentic Scottish experience. Those who cannot afford to take a vacation can sample Walkers at their local grocery store in order to take a small-scale, culinary vacation.

Targeted towards the lower age range of our target market, The Everygirl is a website which seeks to in-spire creative, unique, and goal-oriented young women. The Everygirl publishes an active food and drink section in addition to sections focusing on finance and career-advice. Women who read this website are in the midst of building a name for themselves in their respective industry and lack the time to treat them-selves or take vacation time. Walkers Shortbread will give these women a way to experience a product from an exotic location, thus allowing their imagination and taste buds to escape to Scotland.

Online Vehicles

21

TheBecause of its late airtime, Modern Family can be viewed by women who seek entertainment after a day of work, child raising, or chores. It depicts families and uses humor to entertain the viewer, draw-ing in a large audience. Television viewers at this time crave something to snack on, so advertisements for Walkers Shortbread will entice them to purchase and consume the cookie while they tune into the show. In addition, Modern Family is one of the highest-ranked shows on television, so it is far-reaching and will garner many media impressions.

The Hallmark Channel is a family-friendly network which promotes values and wholesome entertain-ment. In addition, they are known for their original movies and programming—especially during the holidays. Advertising on this network appeals to both our primary and secondary audience. Additional-ly, advertising during the holidays when the viewership of Hallmark increases (Hallmark’s Countdown to Christmas) is ideal since the holidays revolve around family get-togethers in which delicious baked goods are necessary and appreciated.

Today is broadcasted on NBC, Monday through Friday, from 7 AM to 11 AM EST. The Today Show reach-es a wide variety of audiences due to its various segments. For example, working women who watch the news for traffic and weather updates view the earlier portions before leaving for work, while older wom-en and moms view segments such as Kathie Lee and Hoda as they tend to their children and their various domestic responsibilities. As a result, each portion of our primary and secondary target audience can be reached.

The Chew is broadcasted on ABC, Monday through Friday, at 1 PM EST. Airing during the day, The Chew appeals to women who are stay-at-home moms or work from home. Showcasing easy recipes and new culinary ideas, The Chew also targets individuals who enjoy cooking and are looking for quick recipes their family will enjoy. Advertisements for Walkers Shortbread will remind moms of the quality cookie they can purchase when life gets a little too hectic to bake for their families.

Television Vehicles

22

Total circulation: 4315026. The median age of the female Good Housekeeping reader is 47.4 with a median household income of $52,760. Thus, they have a small amount of disposable income to spend on little indulgences. Additionally, Good Housekeeping is known for promoting quality prod-ucts, resulting in trust amongst readers. As a result, Walkers Shortbread advertisements within its pages would appeal to the sophisticated female looking for a product they trust will be worth the cost and calories.

Total circulation: 2223090. The median age of the female Parenting Magazine reader is 32.7 with a median household income of $50,412. Readers of this magazine are busy Moms who do not have the time to bake from scratch. Advertisements for Walkers Shortbread would inform them of a quality product available at their local grocery store which already replicates that of a home-baked good.

Total circulation: 1516975. The median age of the female bon appétit reader is 47.9 with a medi-an household income of $74,935. Readers of bon appétit appreciate the finer things in life and are looking for a product that reflects that. They are willing to purchase a premium product—as evi-denced by their median income—and advertisements for Walkers Shortbread will point them in the right direction. Additionally, Walkers Shortbread has multiple purposes and can be used in a variety of recipes (pie crusts, crumbles), so the readers of bon appétit will learn not just about a great prod-uct, but a useful ingredient as well.

Magazine Vehicles

23

Creative PretestingOur advertisements received positive remarks from those we pretested. They especially enjoyed the whimsy behind the ads as well as their simplicity and overall aesthetic. We received comments in regards to the color of our body copy as well as the large amount of white space within our ads. As a result, we changed the color of the body copy and extended the photographs to reduce the white space.

Timeline and Creative Pretesting

24

Brand Activation

Objective: To raise awareness for Walkers by capturing the attention of city crowds with free coffee and samples of Walkers Shortbread cookies. Strategy: During the fall, Walkers will set up kiosks on the weekends across major U.S. cities. They will offer free cups of coffee with shortbread samples to potential consumers. Each employee will be wearing kilts to portray Scot-land’s culture and distributing coupons to encourage future purchases.

Walk to Walkers’ Interactive Kiosk

Objective: To introduce consumers to the varieties of Walkers cookies in an entertaining way to increase holiday sales.Strategy: As the holidays approach, mothers will begin shopping for seasonal items. To attract these hard-working mothers, Walkers will set up a point-of-purchase display showcasing a variety of holiday-shaped cookies. Attached to the cookie packages will be a scented ornament of the cookie they are buying. This is a fun way for the brand to connect with the consumers while also pro-viding them with a free holiday decoration.

Walkers Scented Holiday P-O-P Display

Objective: To increase cookie sales through the implementation of a lottery system on the back of the box.Strategy: Lotteries are very popular amongst adults throughout the U.S. Thus, Walkers will launch the “Shortbread Scratch-Off” lottery where a cookie-shaped ticket will be displayed on the back of the box. Consumers will remove a thin wrapper surrounding the box and scratch the ticket to see if their numbers match the winning prize. This will increase sales by giving consumers the opportunity to win a prize while enjoying a box of Walkers.

Walkers “Shortbread Scratch-Off” Lottery

25

The three main objectives for Brainwave Media’s “Tame Your Day with Walkers” campaign are to increase comprehension rates of the cookie by 80%, conviction by 50%, and increase sales by 8%. In order to achieve these objectives, we believe in strategically implementing our advertisements in the appropriate media channels and our brand activation techniques throughout the course of the year (2017). We plan on increasing our advertisements during the fall and holiday season since they are the most important months of our campaign. We plan to launch our Kiosk, Biscuit Scratch-Off, and P-O-P display during that time frame so we can increase sales and establish a stronger connection between Walkers and the consumers.

Brand Activation

Budget 2017-

Measurement, Evaluation, Brand Activation Budget

26

Appendices

27

Creative Brief

28

Rachel Cory is a sophomore Integrated Marketing Communications major attending Ithaca Col-lege. She is from a small town in Connecticut who has plans to live in a major city after school-ing to pursue a career in the advertising and marketing field. She is an active member of the New York Women in Communications Organization and American Advertising Federation. She is also a member of Ithaca’s Club Tennis team and plays the flute in Ithaca’s Sinfonietta. During her free time, Rachel enjoys playing music, traveling, and spending time with her friends and family. Next spring, she will be studying abroad at Ithaca College’s London Center.

Shannon Gerety studies Integrated Marketing Communications at IC, with a minor in Psychology. Her sophomore year is filled with courses she is passionate about, such as Advertising, PR, and Research and Statistics. She is originally from Albany, NY, but someday she wants to live in NYC...or San Francisco...or Berlin. Shannon may not know exactly what she wants to do in the future, but she’s full of dedication. Clubs such as the American Advertising Federation, Women in Communications, and advertising for The Ithacan are all activities she is involved in that will prepare her for a future in Strategic Communications.

Linda Vallancourt is a sophomore Integrated Marketing Communications major at Ithaca College. As a lover of baked goods, Outlander, all things Scottish, and the field of advertising, she thoroughly enjoyed working on this project. At Ithaca, Linda is a field-host for “Sautéed”, ICTV’s only cooking show; she is the Communications Coordinator and soon-to-be President of the American Adveritsing Federation; and she is an active member of the American Market-ing Association. In her free time, she enjoys listening to The Beatles and knitting. Next year, Linda will study abroad in London where she hopes to gain an international perspective and visit Scotland as often as she can.

Team Biographies

29

James McAlister is a sophomore Integrated Marketing Communications major, and cur-rently minoring in Web Programming and hoping to double minor in Graphic Design. He is a member of the American Advertising Federation and a member of the eBoard for IC Project Generations. James is from Sunapee, NH and in his spare time he likes to travel to new places, listen to music of all genres, and spend time with his friends and family. One day, James hopes to work on a creative team for an advertising agency.

Sydney Gronka is a sophomore Integrated Marketing Communication major, minoring in Art and Graphic Design. She is from Bloomsburg, Pennsylvania with plans of moving to Philadelphia, Pennsylvania to pursue a career in art direction. On campus, she is a so-cial media strategist for Ithaca College’s Social Media Street Team, teacher’s assistant for Intermediate and Advanced Sculpture, and lifeguard at the Athletics and Events Center. In her spare time, she enjoys listening to music, traveling and spending time with her friends and family.

Team Biographies

30

1. • Statista - The Statistics Portal for Market Data, Market Research and Market Studies. (n.d.). Retrieved November 9, 2016, from https://www.statista.com/

2. : Demographics ::. (n.d.). Retrieved November 3, 2016, from http://www.megamediamarketing.com/demographics.html

3. About Us. (n.d.). Retrieved November 1, 2016, from https://www.walkersshortbread.com/uk/about/

4. Arnaud, S. (2016, October 6). Brexit an “unhelpful distraction” for Walkers Shortbread | Press and Journal. Retrieved November 04, 2016, from https://www.pressandjournal.co.uk/fp/business/ north-of-scotland/1047312/brexit-an-unhelpful-distraction-for-walkers-shortbread/

5. Best Sellers in Shortbread Snack Cookies. (n.d.). Retrieved October 28, 2016, from https://www.amazon.com/Best-Sellers-Grocery-Gourmet-Food-Shortbread-Snack-Cookies/zgbs/gro cery/16322691

6. Goudreau, J., & Casserly, M. (2010, June 23). Top 100 Websites For Women. Retrieved November 13, 2016, from http://www.forbes.com/2010/06/23/100-best-womens-blogs-forbes-woman- time-websites.html

7. Home Page | Foodfacts.com. (n.d.). Retrieved December 02, 2016, from http://www.foodfacts.com/

References

31

8. Mcculloch, S. (2016, October 17). Profits up 15% for Walkers Shortbread despite ‘intense’ price pressure. Retrieved November 7, 2016, from http://www.dailyrecord.co.uk/business/com pany-results-forecasts/walkers-shortbread-profits-up-15-9063010 9. Mohan, A. M. (2012, October 4). Walkers Shortbread stays fresh in resealable pouch. Retrieved November 21, 2016, from http://www.packworld.com/package-feature/reclosability/walkers- shortbread-stays-fresh-resealable-pouch

10. Sherman, L. (2016, November 1). Walkers Interview [Telephone interview].

11. SRDS Media Planning Platform. (n.d.). Retrieved November 8, 2016, from http://next.srds.com/home

12. Stabile, M. (2016, October 30). The Top 50 Travel Blogs (3rd Quarter: 2016). Retrieved November 13, 2016, from http://www.theexpeditioner.com/the-top-50-travel-blogs/

13. The Best Cookie Brands. (n.d.). Retrieved November 12, 2016, from http://www.ranker.com/list/best-cookie-brands/ranker-shopping?utm_expid=16418821-253. BAWaw7_5T3qAVTf7EdWDtA.0&utm_referrer=http://www.ranker.com/list/best-cookie-brands/ ranker-shopping

14. Wiser, P. (2016, August 19). Why Danielle Moss and Alaina Kaczmarski Founded The Everygirl Blog. Retrieved December 04, 2016, from https://michiganavemag.com/danielle-moss-alaina- kaczmarski-on-the-everygirl-blog

References

32