Fall 2017 

Happy Valley Communications Campaign Book 

   

 

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Table of Contents Contact Information……………………………………………………………………………….3 Team Bios……………………………………………………………………………………….4-5 Client Summary…………………………………………………………………………………...6 Goals and Objectives……………………………………………………………………………...7 Social Media Strategy……………………………………………………………………………..8 Club Outreach…………………………………………………………………………………..........9-10 Promotions…………………………………………………………………………………....10-11 Results…………………………………………………………………………………………....12 Press Release Sample…………………………………………………………………………….13 Pitch Email……………………………………………………………………………………….14 Fact Sheet………………………………………………………………………………………...15 Appendix………………………………………………………………………………………....16

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Contact Information Max Campbell Account Executive max.campbell168@gmail.com (267) 247-2468 Andrea Melgar Account Associate andreamelgar24@gmail.com (702) 534-8595 Noah Shahaf Account Associate shahafnoah@gmail.com (321) 277-1531 Audrey Sakhnovsky Account Associate asakhnov97@gmail.com (678)-643-0398 Cailyn McCutcheon Account Associate cailynmccutcheon177@gmail.com (484) 885-4941

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Team Bios Max Campbell Account Executive Max Campbell is a senior advertising major, with minors in both entrepreneurship and digital media trends and analytics. This is Max’s third semester with HVC, but this is his first semester leading his own team as an account executive. In addition to his role with HVC, Max is also a member of the AAF Advertising Competition team at Penn State. Max’s experiences include internships in research, media and client services. Last summer he interned at the prestigious advertising agency J. Walter Thompson in New York. Noah Shahaf Account Associate Noah Shahaf is a junior advertising major, with a minor in entrepreneurship and innovation. Noah has been involved in HVC since spring 2017. She has held positions as an account associate and a consultant. She also holds the event chairman position in her sorority, Kappa Kappa Gamma. Andrea Melgar Account Associate Andrea Melgar is a junior majoring in telecommunications with a dual minor in business and digital media trends and analytics. This is Andrea’s first semester in HVC. Brianna Williams Account Associate Brianna Williams is a junior Media Studies major with a minor in Global Studies. This is Brianna’s first semester in HVC as an Account Associate. Audrey Sakhnovsky Account Associate Audrey Sakhnovsky is a junior double majoring in journalism and English with a minor in psychology. This is Audrey’s second semester in HVC as an account associate. She is also a comm and marketing intern at the Penn State Center for the Performing Arts.

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Cailyn McCutcheon Account Associate Cailyn McCutcheon is a junior double majoring in public relations and psychology. This is Cailyn’s first semester in HVC as an account associate. In addition to her role in HVC, she is involved with the marketing of Valley Magazine and runs the social media accounts for The University Park Undergraduate Association. Last summer, she was an editorial and advertising intern for Coastal Point Newspaper.

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Client Summary

The Barn at Lemont is an all-encompassing destination for organic and sustainable

goods. Located just minutes outside of State College, Pennsylvania, The Barn brings local

businesses together into a comprehensive and supportive space to provide for the surrounding

community.

The Barn also sells their own products in four main areas of focus--their gardening

center, hydroponics, beekeeping and homebrew--all of which they offer supplies and

instructional classes for. Along with what The Barn offers, they also support a collective of local

businesses. These include Hungry Run Wine and Spirits, Kingview Mead, Bone Bar and

Boutique, Creekside Hearth and Patio and Shade Mountain Naturals. No matter what type of

sustainable niche a customer may have, The Barn likely offers it.

Owner Brian Kinney describes the target market of The Barn as “Homesteaders”. What

he means by this is anyone who has a home and considers themselves a “do it yourself” type of

person. All of our efforts were tailored to reaching this target market.

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Goals and Objectives

The Barn had several goals for the team this semester. The main objective was to build

The Barn’s brand by connecting with Penn State students, clubs, and organizations about

upcoming events and promotions. To do so, most of our team’s strategy included reaching out to

clubs via social media and email.

Other goals for the semester included but were not limited to, increase community

outreach by connecting with local media outlets, create promotional social media content to

develop a more engaging social media presence, conduct extensive market research on garden

centers, beekeeping clubs, organic farms, homebrewing, and other topics of interest to The Barn,

and educate the community on The Barn’s mission and values. This book details how the team

met each of the goals presented by The Barn.

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Social Media Strategy Summary

One of our main goals involved increasing online presence and outreach. We worked to

attract customer attention and get more page views by creating vibrant graphics to promote

events and workshops. A social media contest for Halloween was held as well, which helped

facilitate interaction between The Barn and customers. Both the Facebook and Instagram

accounts of The Barn were utilized in promotion to ensure brand consistency and to maximize

outreach.

For most of our promotions we utilized Facebook. Most of The Barn’s local target market

were Facebook users, but we also used The Barn’s Instagram as a way to make our reach even

further. For each post we would create a graphic for the event or product. Once the graphic was

made and approved we added the post to our extensive social media calendar. Once the post date

came up, Max would post on facebook and Andrea would post on Instagram, depending on the

type of post. After a post was made, we would monitor the success of the post using Facebook

Insights.

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Club Outreach The clubs we reached out to were based on how if the club’s focus was something similar to The

Barn and their mission. They are described below:

1. Agribusiness Management/NAMA Club: Focuses on career opportunities in agricultural business and current issues in agricultural marketing, business, and public relations. Club events include career exploration, guest speakers, fundraisers, and social events. The club also competes in a national competition sponsored by the professional NAMA affiliates. The club offers an excellent opportunity to develop professional contacts with agribusiness marketers.

2. Agricultural and Extension Education Graduate Student Association: Offers Master's and Doctorate degree programs in the following core areas of study: Educational Processes, Leadership Development and Communications, Program Development, and Research.

3. Corporate Innovation and Entrepreneurship Society (CIES): CIES fosters an environment of creativity for aspiring entrepreneurs and industry innovators, and take those experiences to the workplace whether it is a small business or a corporation.

4. Food Science Club: The Food Science Club is a Penn State student-based group composed of both undergraduate and graduate members in food science.

5. Student Farm Club: The Sustainable Food Systems Program includes the Student Farm at Penn State, the Student Farm Club, the future food systems minor, and Course-Client Collaborations. Through their multifaceted programs, they provide diverse opportunities for engagement with sustainability challenges and solutions in food and agricultural systems.

6. Beekeepers Club: Exists as a space for beekeeping-enthusiasts and for those simply interested in learning about/sharing the beekeeping hobby.

7. Collegiate Farm Bureau: Club members are interested in having more of a voice in the agricultural issues that are important to them and their future. Students participate in service learning projects, collegiate discussion meets, and leadership development opportunities--all while developing professional skills such as public speaking, critical thinking, and problem solving.

8. Eco Reps: Eco Reps are students committed to creating a culture of sustainability at Penn State. The position is paid and welcomes students from diverse majors and backgrounds to encourage sustainable behaviors in the residence halls through fun activities.

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9. Eco Action: They are leaders working to build a sustainable future. They strive to educate themselves and others about current environmental issues. With this knowledge, they attempt to organize meaningful action to generate environmental change in our community.

Product Promotions

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Event Promotions

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Results of Promotions Overall our Facebook promotional posts did fairly well. To see how our posts were doing we

used Facebook Insights. We monitored KPIs such as reach, applause rate (likes), conversation

rate (comments) and views on the page.

Our Event Posts which included Holiday Pop-Up Shop, Home Brew Sunday Class, Hydroponics

101 Class, Social Media Contest and Wedding Expo reached ~6,000 people.

Our Product Posts which included Essential Oils, New Butter Biscuit Malt and Pumpkin Bath

Bombs reached ~1100 people.

In addition, we also achieved 150 new likes on Facebook.

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Press Release-Sample

Happy Valley Communications 224 S Allen St

State College, PA 16801

Max Campbell Account Executive (267) 247-2468 max.campbell168@gmail.com FOR IMMEDIATE RELEASE

The Barn at Lemont Sells Organic and Sustainable Goods STATE COLLEGE, Pa. - Dec. 18, 2017 –The Barn at Lemont, an all-encompassing destination for

organic and sustainable goods, is located minutes outside of State College and brings businesses

together into a comprehensive and supportive space committed to quality products, sustainability

and community.

But not only is The Barn committed to selling local and organic goods, it also sells its

own products in four main areas of focus--the gardening center, hydroponics, beekeeping and

homebrew.

The Barn hosts a variety of weekly events, including classes on everything from

hydroponics to homesteading, kombucha-making and indoor seed starting.

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Pitch Email

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Fact Sheet

Fact Sheet

Background Originally the Happy Valley Organic Garden Center, the retail and

learning workshop destination began in 2016 and has continued to grow in its mission to be a one-stop-shop for sustainable and healthy living. Through customer interactions, the business expanded beyond its initial offerings and The Barn was born.

Owner Brian Kinney owns and runs The Barn at Lemont, being a grower and brewer himself.

Features Garden Center

Hydroponics Homebrewing

Beekeeping Natural Market

The Collective BoneBar & Boutique

Creekside Hearth & Patio Hungry Run Wine & Spirits KingView Mead Shade Mountain Naturals

Location and 201 Elmwood St. Hours State College, PA 16801

Monday-Friday 10 a.m.- 7 p.m.

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Saturday & Sunday 10 a.m.- 5 p.m. Appendix Media List https://docs.google.com/spreadsheets/d/1Ud0FausbNg9lIb_4cpTTYkpQhvd-CBy_qrQxksBJHxo/edit?usp=sharing Club List https://docs.google.com/spreadsheets/d/1g1_E0zjmhmNACbVndwwETBM7Xr-7g4NAIvBfeig-A6Y/edit?usp=sharing

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