Melinda Baublitz Jaclyn Cheri Claire FarrellJennifer Greenland Emily Ingersoll42Agency

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Summary & Overview

Table of Contents Executive SummaryBurt’s Bees Baby collection is an independent licensee from Ayablu Inc. selling bath and skincare, as well as gifts, clothing and accessories. Offered in convenience stores and markets, the Burt’s Bees brand is known for its high quality and 100% organic products. Burt’s Bees Baby specifically works on “building a culture of caring and well being, a collection that encourages families to relax, enjoy and revel in every moment with their little ones”. Our mission is to continue their emphasis on “nurturing naturally”, while also building awareness to women who do not always lead a fully organic life-style. Through print advertisements, television commercials, coupons, and Internet ads, 42nd Street Advertising hopes to promote this brand as trust-worthy, one that can be used to care for children in a natural way, and a brand that can be used by your everyday loving mother.

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SummaryAgency Brand StrategyHistory of Burt’s BeesCompetitor Analysis

SWOT AnalysisEnvironmental AnalysisObjectives & Budget

ResearchBrand Value Proposition

Target MarketCampaign Strategy

Big IdeaCreative Overview

Creative ExecutionsCreative TestingMedia ObjectivesMedia ChoicesMedia ScheduleMedia Budget

Brand ActivationEvaluation

Creative BriefMeet Our Team

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Agency strategy

As a full-service advertising agency, 42nd Street Agency is dedicated to providing our clients with nothing but the best. Through creative ingenuity, careful planning and processing, and the endless drive to pay attention to acute details, we find that with a little hard work and a love for our field, our final results are executed to a tee. As a team of five talented innovators and intellectuals, we do our work with the excitement of knowing how rewarding it is to see all of our time and effort build into a final result. We do so through the 6 simple steps below.

Agency Brand Strategy42Agencyndst

ResearchGoal Setting

Creative Brainstorming

ApplicationFinalizing

Critiquing

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history of burt’s bees

1984 Burt’s Bees begins in 1984 in Maine, when Roxanne Quimby and Burt Shavitz team up to sell candles made from the beeswax created as a by-product of Burt’s honey business.

1991 Burt’s Bees becomes incorporated. The company decides to add a lip balm to their line.

1999 The company launches their website, making products available for purchase countrywide.

2007 Burt’s Bees begins working with other like-minded companies to set the standard for what products can be labeled natural. This was also the year that Burt’s Bees was bought by Clorox for $925,000,000.

1989 Burt’s Bees starts to grow and producion begins to expand. Forty new employees are hired to work for the company.

1998 With growing success, Burt’s Bees introduced their first body lotions and a line of bath products.

2002 Burt’s Bees launches their Baby Bee product line.

2012 Burt’s Bees partners with Ayablu to create natural and organic clothing for children.

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Competitor analysis

The most well-known baby brand cur-rently available. The brand has an ex-cellent reputation and customers know that when they buy a Johnson’s Baby product it is going to work.

Stick with the products they already have and do not release many new products. Do not have a line for mothers or any other age group, other than babies. Their products are easy to duplicate with less expensive store brands.

Use all “active naturals” ingredients, including oatmeal, seaweed, soy, lotus, wheat, shitake, and lupine. Specializes in products for dry and sensitive skin, eczema, and redness. They also offer a specialized men’s line.

Products consist of mostly moisturizers. Do not have a wide variety of lipcare products.

Uses organic fruit and vegetables to make all of their products. Uses car-rots, cucumbers, grapefruit, blueberries, and tomatoes to serve different skin purposes. Also has a “baby carrot” line for babies and toddlers. Their approach is very unique which helps to set them apart.

The baby line is relatively small - it only includes shampoo, body wash, lotion, and towelettes. Is more expensive than other brands in its category. In the baby line, prices range from $8 for bubble bath and shampoo to $15 for sunscreen. They are a few dollars more expensive than the adult line.

Strengths

Weaknesses

Strengths

Weaknesses

Strengths

Weaknesses

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ses-Website is advanced

and easy to navigate- Products are high quality- Wide variety of products

- Most products are promoted as 100% organic, which can attract

specific, niche markets- One of the brands with the most

organic baby care products- Few competitors in organic baby

care products based on price and accessibility

-Higher price, making it less afforadable to all audiences,

therefore narrowing prospective customer audiences

- Expanding collection is more challenging due to the desire to

keep all products organic- Low levels of awareness about

the Baby Bee collection

-Growing trend in society to use organic and “green” products

- Lower awareness of the collection allows for more chances to create an impression on prospective customers

-Economic recession forcing people try and cut down on costs,

Baby Bee is more costly than other options

-Competitors have higher brand awareness

- Can be seen as a niche natural line, therefore limiting

audience size

S.W.O.T. analysis

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ENVIronmental analysis

Competitive Forces

Regulatory Forces

Economic Forces

Sociocultural Forces

The companies in competition with Burt’s Bees baby line in-clude Johnson & Johnson, Aveeno Baby, and Yes to Carrots. Burt’s Bees sets itself apart by having both a mother and baby line that can be tied together. Burt’s Bees also offers products for every age group, so teenagers can use Burt’s products throughout their lives and then when they have children of their own they will be more inclined to use those same products on their children.

Burt’s Bees has a partnership with Healthy Child Healthy World, which is a non-profit public benefit corporation from California with a mission to empower parents to take action and protect their children from harmful chemicals. Burt’s Bees and HCHW work with manufacturers and supporting policy initiatives to encourage smarter lifestyle choices that reduce chemical exposure in homes and communities. They also work together to educate and motivate parents to protect their children by adopting healthier habits and choosing products that meet their quality standards.

Shoppers are looking for the best skin care products they can find for themselves and their children, at the most affordable price. Burt’s Bee’s Baby offers products ranging from $5 to $20. The company makes the products easily accessible by distributing them in stores around the world and online. In the United States, they are primarily placed in supermarkets, convenience stores, and pharmacies. Healthy Child Healthy World CEO Gigi Lee Chang says, “Burt’s Bees is an innovator and leader in natural baby care products, to offer families quality skincare products that are easily accessible and affordable.”

In today’s society, being all natural and eco-friendly is very important to many people. As new discoveries are made about raising children and the products that are used on them, many mothers are switching to more natural products for their children, with less harmful ingredients in them. Burt’s Bees refuses to use any sulfates, parabens, phthalates or petrochemicals, formaldehyde-releasing preservatives or eth-ylates in their products. Instead, they use Buttermilk to keep baby’s skin moisturized, Beeswax to help lock in moisture, Shea Butter to soften dry skin, Aloe Vera to soothe and Co-conut Oil to help nurture sensitive skin. All of the products are made with 100% natural fragrances. Burt’s Bees is dedicated to making the most natural products for babies. They know that they don’t just have a responsibility to the adults that buy their products- they also have a responsibility to their babies.

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objectives & budget

Marketing Objective

Advertising Objective

Time Frame

Budget SummaryThis campaign will increase sales of Burt’s Bees Baby product line by 9%. We will achieve this by bringing more attention to the Baby line as well as highlighting the natural health benefits of the products.

Within the target audience of 18-34 year old women, 42nd Street Agency will see 60% comprehension and 50% conviction after the campaign is completed. This means that 60% of our target audience will understand the message of our campaign, and 50% will find value in it. The effective reach of this campaign is 70, with an effective frequency of 5.

This will be a year long campaign, beginning in January 2013 and ending in December of 2013. We will have a pulsing campaign, meaning that our ads will be run all year long with periods of heavier exposure at key times.

42nd Street Agency has been allocated 10 million dollars to execute our campaign. The following pie charts represent the amount of money to be used for each medium.

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research

- Determine overall awareness of Burt’s Bees Mama Bee, Baby Bee line within our target audience- Discover whether our target audience prioritizes using natural products for their own health and the health of their babies- Uncover the reasons why our target audience chooses competitors over Burt’s Bees

Research Objectives

Primary Research 42nd Street Agency conducted an online survey in which over 200 members of our target audience were captured. From our survey, we gleaned information on a variety of topics such as: the importance of using natural products amongst our target audience, how much they would be willing to spend on natural products, how they rank Burt’s Bees against its competitors, how familiar they are with the Burt’s Bees Mama Bee Baby Bee line, how likely they are to buy the same baby products that their parents used on them We found that over 50% of our target audience finds using natu-ral products to be somewhat important and when it comes to spending money on natural products, they do not like to spend extra. However, our target audience would spend slightly extra money if they were buy-ing natural products for their babies. Also, we found that once becom-ing pregnant, the target audience’s product choices changed. Before pregnancy, natural products are not a high priority. But once pregnant, our target audience will increase the amount of natural products they purchase by a considerable amount. When making purchasing choices about baby products, there is another big influencer in the decisions of our target audience. Over 70% said they would buy the same baby products for their children, that their parents used on them. Finally, one surprising statistic we found was that over 80% of our respondents did not know Burt’s Bees had a baby care line.

Secondary Research To understand Burt’s Bees market, 42nd Street Agency researched how and why our target audience uses Burt’s Bees. After reviewing sev-eral consumer blogs, we saw a trend in consumer values. Health is one of the main priorities for this target audience. In order to keep themselves and their families healthy, they are very conscientious about products they buy. They are also aware of their emotional health, and many of Burt’s Bees users strive to raise their families to be responsible, ethical, and happy individuals. They do this by purchasing organic, fair trade and natural products, including food and health products; as well as engag-ing in socially responsible activities and events such as Earth Day. These consumers are also environmentally conscious. When making purchases they look for words such as organic, local, or all-natural. In terms of how and where our target audience consume media, we searched MRI+ database to determine these patterns. We found that our target audience spends a majority of their time online, researching new products and health fads that could apply to their lifestyle. The websites that they visit the most include CafeMom, WebMD, Orbitz, and iVillage. The television they watch include programs shown on E! and AMC in order to relax and unwind after long days. Magazines are where they turn to for both pleasure and to gain insight on health and motherhood topics. Lucky, Real Simple, American Baby and Weight Watchers are all magazines that are regularly consumed by our target audience.

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brand value proposition

Functional

Emotional

Self-Expressive

The Burt’s Bees Baby line provides a safe and natural line of products that can be used on babies’ delicate and even sensitive skin. What makes these baby products stand out from others is that they do not contain any synthetic fragrances, sulfates or parabens, which are commonly found in many cosmetic products that are out on the market. These natural baby products are also pediatrician-tested and hypo-allergenic.

Since the Burt’s Bee’s Baby line does not contain chemicals that are commonly found in cosmetic products, Burt’s Bees Baby line users can be assured that the products they use on their babies are safe, natural and effective. All new, experienced or expecting mothers want the best for their children and a bath and skincare line that offers products made with completely natural ingredients gives mothers that peace of mind. When mothers use the Burt’s Bees Baby line they can be confident that they are using safe and high quality natural bath products on their baby’s delicate skin.

Mothers who use the Burt’s Bees Baby line for their children can be identified as healthy, environmentally conscious and trendy. They realize the benefits of taking a natural approach with the cosmetic products they use on their children. They realize the positive investment they are making when they purchase natural, organic bath and skincare products that are good for their babies, as well as for the environ-ment that their children are growing up in. More recently being healthy and environmentally friendly has become a positive trend among many people, including new and expecting mothers.

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target market

25-29

18-24

Primary SecondaryWomen trying to get pregnant and pregnant women. Young women thinking about being healthy and

caring for their bodies.

30-34

Meet Cassandra. She’s a 21-year old recent college graduate. She’s living in New York City working for an up-and-coming non-profit organization. She’s newly financially independent, and starting to be more health conscious. For the first time she’s making all her own decisions about what to buy, and how to treat her body.

Meet Julie. She’s a 28-year old recently pregnant woman. She works as a technology consultant in Miami, FL. She’s focused now, more than ever before, on her and her future child’s health.

Meet Katherine. She’s 32-years old and a new mother. She lives in Seattle, WA and is on maternity leave from work. She wants to make sure her baby is using all safe organic products and is focused on keeping her precious baby healthy and happy.

18-24

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campaign strategy

The Challenge

The Insight

The Solution

Burt’s Bees Baby Bee, Mama Bee line is not well-known within our target audience. Burt’s Bees in general is perceived within our target audience as a niche product line, catered towards women who are strictly committed to using organic, natural, and environmentally friendly products. This discourages our target audience from the product line, and steers them towards Burt’s Bees more well-known competitors.

Women in our target audience have an average liking towards natural products. They are also willing to spend a little more on natural products for their baby. However, they are not interested in using a very exclusive, more expensive, organic brand.

Position Burt’s Bees as a more common household item used by the everyday mom. Our campaign will focus more on the everyday features of each product, and focus less on the organic features of the product. Our campaign will highlight everyday moments in the life of everyday moms, and justify the slightly higher prices of Burt’s Bees by mentioning how Burt’s Bees can make an everyday moment golden through making your body healthier in a natural way.

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Thebig

idea

“Life’s simple moments made golden.”

creative

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Creative Strategy

Art Direction

Copywriting

Our research has led us to understand the beliefs and needs of our target audience. We know that they want the best health for themselves and their babies. However, their main priority isn’t always buying natural products, and they do not want to spend much extra on natural products. Our campaign strategy will focus more on the everyday mom, highlighting the fact that although Burt’s Bees is a natural product, it is the right choice for the average mom. In order to justify the purchase of a natural, and slightly more expensive products, we will explain how everyday mommy-baby moments can be golden if using Burt’s Bees natural line.

In order to drive home the ‘Golden’ message, our ads will be mainly black and white, with the word golden written in gold. Each print ad will show a scene of an everyday moment for our target audience. This scene will be the dominant element on the ad, in order to draw in our target audience with a very sentimental, personal image. The moment, whether it be giving your baby a bath or taking a picture of your baby bump, will be in black and white. Even the tagline will be written in gray, so that the word golden stands out and looks brighter. These design elements tie directly into what our tagline reads “Life’s simple moments made golden.” The picture shows how everyday moments can feel average or dull, but could stand out more when using Burt’s Bees natural product line. The bottom portion of the ad will have a soft, scrapbook feel, that touches on the natural feel of Burt’s Bees products.

On each advertisement, our tagline “Life’s simple moments made golden” will appear. The font will be very simple and straight, except for the word golden, which will be larger with long, fluid strokes. Again, this ties in with the theme of how life’s simple moments can be made more special when using Burt’s Bees. The copy at the bottom of each ad will change based on the the moment portrayed in the ad. The copy will explain what being golden means and how each moment can be made golden by using Burt’s Bees Baby line. We will justify this by saying that the natural aspect of Burt’s Bees products allows each moment in your everyday life to shine even brighter. The copy will also refer to a specific product that will be displayed right next to the ad.

Print advertisements

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print & out of home

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Shopping Cart

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Television storyboard

We wanted our commercial to pull at the heart strings of mothers and show the special moments that every Mommy and baby experience. The commercial will be in black and white with Louis Armstrong’s “What a Wonderful World” playing in the background. Through the commercial we are trying to push the message that every part of your daily routine with your little one can be “golden” when using Burt’s Bees Baby products.

Women is looking down at her pregnant stomach. On the counter next to her will be a bottle of Burt’s Bees Belly Butter.

The screen will cut to a young baby in the bathtub. A Burt’s Bees Bubble Bath bottle will be on the ledge of the tub.

The next scene will be a baby on a changing table. Burt’s Bees Baby lotion and powder will be in the background.

The final scene will be a mother and baby sharing an intimate and happy moment.

The screen will fade to black and the tagline, “Life’s simple moments made golden”, will appear.

Storyboard

out of home & online

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Billboard

OnlineCoupon

Creative testing

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Through our creative testing we saw that the majority of responses to the advertisements were overall positive. Participants generally were unaware that the collection of Mama Bee, Baby Bee products existed. After viewing our ads, many expressed that they evoked a sentimental feeling, making them realize that enjoyable moments in life can be simple. The responses suggested that although participants did not think of Burt’s Bees products for baby care, several claimed that they loved the idea of keeping life simple, and organic by using the Burt’s collection for when they have children. Our participants all came from our target audience.

“The overall design scheme is classic and eye-catching.”

“ I had no idea that Burt’s made baby products, but I think it’s really cute. I feel like even though I never had my heart set on using organic care for my future kids, the ads made me

think it would be a more natural choice and something special.”

“ Aw! I love it! I always thought Burt’s Bees was more of a “hippie” product, but this ad changed my perception of the brand...I can see myself wanting to use burt’s for my baby”

“ Very clever. I like the emotional attachment idea of making a moment special by using a product.”

Quotes from participants

Media objectives

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Target AudienceOur target audience is women between the ages of 18 and 34. Women between the ages of 25 and 34 are our primary audience because they are more likely to be well established with stable careers and have their own families or are beginning to think about having children. These women are health-conscious about the products they use and want the best for them-selves and their children. A secondary audience that we also want to reach is the younger, 18-24 group of women. We want them to be exposed to the Burt’s Bees Baby line through our campaign so that the brand can be on their minds for future use.

Message WeightThe majority of women within out target market regularly read magazines, watch television, and browse the Internet. Because of this the message weight within each medium will be relatively consistent. For this campaign we will also really utilize out-of-home advertising because many women in our target audience participate in or are involved with many different activities.

Geographic Scope of PlacementOur advertising for this campaign will be both regional andnational. All commercials, print and Internet advertisements will be placed in national media. Billboards will be placed regionally in major cities across the country including New York, Boston, Atlanta and Chicago. In-store promotions will be placed all throughout stores in popular locations of major cities and shopping cart ads will also be regionally placed.

ContinuityThis campaign will follow a pulsing schedule which will have our ads run all throughout the year with increased exposure during key times. These key times will be the winter season because it is a popular gift-giving time and the early fall and summer seasons because research shows that there are a significant amount of babies born during that time. Having our ads run heavily at these key times would really get the Burt’s Bees Baby line out there. The effective reach for our campaign is 70, while the effective frequency is 5.

DimensionsTelevisionMagazineInternetBillboardShopping Cart

30 second commercial1 full color page with bleedLarge top banner about 600 x 160 pixels48 feet x 14 feetTakes up majority of the side depending on cart size

Media choices - television

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E!(Weekdays Sex in the City 7:00AM- 9:00AM) (Weekdays Chelsea Lately 12:30 AM- 1:00AM) (Weekdays The Soup 1:00AM- 1:30AM)New mom’s are up early in the morning and late at night with their babies breast feeding, and often times are watching T.V. E! is a popular network for women 18-34 to watch. These shows also happen to be “guilty pleasures” that provides a time to focus on themselves and their babies- a perfect opportunity to present a product that also focuses on their connection.

AMC(Friday- Sunday variety of movies 8:00PM- 11:00PM)After new mom’s put their babies to sleep they can sit back with their significant others, relax, and watch an American Classic Film. This is a perfect medium to reach out to Mom’s as it’s a popular channel for them to watch.

media choices - magazines

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Circulation 1,109,835(March-May, September-October)For all women, both in primary and secondary audiences, Lucky is a go to trusted-source for information regarding all things lady. Our goal is to make Burt’s Bees an everyday woman product and Lucky is the best platform to present it in that light.

Lucky Weight Watchers

American BabyReal SimpleCirculation 2,028,998(March-May, August-September)Real Simple is the modern house-wife and working mother’s life guide. Similarly to Lucky, Real Simple will push that Burt’s Bee is for every Mama and Baby.

Circulation 1,293,187(January- March, October-December)For new-mothers trying to lose baby weight and reading about how to accomplish this. This also hits our secondary audience who are at the age when metabolism begins to slow down and women are looking for a convenient weight loss program.

Circulation 1,603,966(January, July-September, December)Good for health conscious moms and pregnant women. In addition to advice, it provides workouts suitable for pregnancy and the best foods to eat.

media choices - online

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(March, April, August) Mom Blogs are huge, and Cafe Mom is a leader. It’s a hot spot for new moms that are already information seekers, so they are in the mindset to absorb all Mommy-specific information.

(March, April, August) (Family and Pregnancy Tab)Pregnant women and new moms are often times neurotic about their babies health. Web MD is the health hub for most moms and is a frequent place for them to search for info on their babies with instant results.

(March, April, August) (Pregnancy and Baby tab) iVillage is a source for women to learn about all of their interests, and has an especially large draw for women who are pregnant, trying to get pregnant, or just had a baby. We would advertise on the banner on the top to get complete coverage on the page.

(March, April, August) (Vacation Packages) Oribitz attracts a number of different types of women, many that overlap with our audiences. Honeymooners looking for vacation deals, pregnant women looking for their last hurrah, and women with new babies looking for (or dreaming about) their first getaway with their little one.

WebMD

Cafe Mom

iVillage

Orbitz

media choices - Out of home

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Shopping Carts, Coupon Dispensers & Billboards

(September-December)

We want to be on top-of-mind awareness all the time, but most importantly, when moms and future moms are making the choices of what to take off the shelves. We chose stores with a variety of customers to place our in store advertisements. Our ads will be placed on the outside of shopping carts, so that both the people using the carts and all of the other shoppers in the grocery store can easily see the ads. We’ve provided a call to action on each cart ad to guide shoppers to the specific aisle, and an incentive of saving money with a coupon located in that aisle. The aisle in which Burt’s Bees products are located will have a coupon dispenser next to the product to drive sales.

CVS- Higher-Income ShoppersTarget- Middle-Income ShoppersWhole Foods- Organic Conscious ShoppersWegmans- Organic Conscious ShoppersK-mart- Lower-Income Shoppers

We will also place advertisements on billboards in major cities including New York, Boston, Atlanta, and Chicago. The billboards will go up during the months of January, February, June, July, November and December. Due to their location and time of when they will be up, our target audience of moms and future moms will be able to see them regulary.

media schedule

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media budget

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brand activation

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IdentifyThe Instagram “Capture Your Golden Moments” contest is a cutest baby contest, where parents will be able to take a photo of them and their baby sharing a golden moment and upload it to Instagram. The top 100 babies who receive the most likes will win a specialized Burt’s Bees mama and baby bee gift set.

ObjectiveTo promote the everyday use of Burt’s Bees mama and baby bee products.

StrategyUsing Instagram will help us to spread awareness about the mama bee and baby bee lines. When other people see their friends posting photos of their baby for the contest, they will also become aware of Burt’s Bees and will create a word-of-mouth effect. This form of social media is a free and unique way to promote our brand.

Instagram- “Capture Your Golden Moments” Contest

brand activation

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IdentifyThe Burt’s Bees Baby pop up shop will be opened for a weekend in key market areas such as New York City, Los Angeles, and Dallas Texas. At the shops, mothers will be able to try different Burt’s Bees products and enter raffles to win special gift baskets. There will be promotions at the shop, such as buy three Baby Bee products and get one Mama Bee product free. The events will be very engaging and informative, including free samples, information on health and happiness, and are open to everyone.

ObjectiveTo generate media buzz about Burt’s Bees and to get mothers to bring their babies into the shops and try out different Burt’s Bees products.

StrategyPop up shops are very successful in increasing awareness and sales when done in an effective manner. The media buzz generated by having a pop up store in three major cities will be huge source of earned media for the campaign. The pop up shop is a fun and unique way of advertising.

Burt’s Bees “Baby Bee Boutique”

brand activation

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IdentifyProject Night Night is a charity that donates over 25,000 packages each year to homeless children in need of essentials. Each package contains a new blanket, age appropriate children’s book, and stuffed animal in a new canvas bag. Burt’s Bees would like to partner with Project Night Night to donate essential bath products to include in the canvas bags.

ObjectiveTo align Burt’s Bees with a baby charity, to increase awareness of the baby line and to cause Burt’s Bees to be seen as a company that gives back to the community and ben-efits children.

StrategyBurt’s Bees has always been associated with different social and environmental causes such as Habitat for Humanity. However, they have placed a strong focus on pairing with a baby charity. By having a partnership with Project Night Night, Burt’s Bees will become known as a company that cares about the welfare of children and is dedicated to helping those in need.

Project Night Night Partnership - “Every Child Deserves to Feel Golden”

evaluation

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42nd Street Agency had three main objectives to increase comprehension of Burt’s Bees baby line by 60%, increase conviction by 50% and increase sales by 9%. The below table and chart represent our prediction of how comprehension, conviction and sales will increase based on our pulsing media schedule.

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Evaluation

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Meet our team

Melinda Baublitz

Melinda Baublitz is a sophomore Integrated Marketing Communications major from El Cerrito, California. On campus she is a designer for Park Design House, which is a collaboration between the Park School of Communications and the Office of Marketing Communications at Ithaca College. She plans to study and intern in Los Angeles next spring. Melinda is interested in a career that will combine her creative and problem-solving skills.

Melinda’s favorite “golden moment” was singing bedtime songs with her mom and sister.

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Jaclyn CheriMeet our team

Jaclyn Cheri is a sophomore studying Integrated Marketing Communications with a minor in Environmental Studies. She has grown up in Ithaca, New York and has a strong connection with the local community. On campus, Jaclyn works as a Sustainability Intern through Ithaca Dining Services to create and promote sustainability initiatives in the dining halls. Jaclyn is also very active in student run organizations such as Ithaca College Women in Communications, Ithaca College Circle K, and Ithaca College International Association of Business Communicators. In the future, Jaclyn plans to work with non- profit organizations focused on sustainability.

Jaclyn’s favorite “golden moment” was playing nintendo with her big sister.

Claire Farrell

Meet our team

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Claire Farrell, from Westchester, NY, is a sophomore at Ithaca College’s Roy H. Park School of Communications and an Integrated Marketing and Communications major. She is interested in pursuing a career in Media Planning based in New York City. Her past internships have been at National Geographic Society as a Public Relations Intern, Regeneron Pharmaceuticals as a Corporate Communications Intern, Zac Posen as a Public Relations Intern, Lincoln Center Film Society as a Public Relations and event coordinating Intern, and Rent the Runway as a College Marketing Intern.

Claire’s favorite “golden moment” was playing Brady Brunch with all her siblings.

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Meet our team

Jennifer Greenland

Jennifer Greenland is a sophomore Business Administration major with concentrations in Management and Marketing and a minor in French. She is the co-founder of the IC Figure Skating Club, treasurer and web manager of the Cornell Synchronized Skating Club, and the social me-dia chair of the ICTV show the Director’s Chair. Jennifer plans to study abroad in Paris next fall. After graduation, she plans to move to Boston or New York City.

Jennifer’s favorite “golden moment” was playing outside with her older sisters.

Meet our team

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Emily Ingersoll

Emily Ingersoll is a Sophomore studying Integrated Marketing Com-munications with a minor in Psychology, from Saratoga Springs, New York. On campus she is a member of Colleges Against Cancer, a club sponsored by the American Cancer Society. Emily enjoys being able to use her creative skills for fine-tuning, and organizing club events. She is a visual person, using observational skills to pay attention to acute components like sights, sounds, mannerisms, colors, design, etc. In the future, Emily would hope to be in a field of work where she can use her problem solving, and organizational ideas in a meaningful way.

Emily’s favorite “golden moment” was painting her dog’s nails and dressing her up.

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