Final Report Edits

Party Services Unlimited
Meghan Gillies Erin Murphy
Communications 471 Spring 2012
GEM Public Relations 315 Graduate 138 S Atherton St State College, PA 16801 April 10, 2012 Mr. Keith Somers, owner P.S Unlimited Keith@PSUPartyBus.com Dear Mr. Somers, GEM Public Relations is highly interested in working with P.S. Unlimited because we admire your dream of filling the void in the State College nightlife transportation scene. We believe your company will be extremely successful in providing safe yet fun transportation in the State College area once you become a well-established and trusted company throughout the community. GEM PR would like to develop and implement a strategic plan to make P.S. Unlimited a popular alternative for transportation in State College. Our company is run by young public relations professionals with a passion for night life. The executives at GEM PR have plenty of connections and great ideas that will assist in making P.S. Unlimited a successful business. We are certain that we are the right agency for the job. The young ladies at GEM PR pride themselves in being hard working and innovative. No idea is too big or out of reach. GEM PR will do whatever it takes to make P.S. Unlimited a household name within the State College population, as well as a part of the Penn State culture. At GEM PR, we value secondary research as one of the most important aspects of a strategic plan. We understand that it is necessary to thoroughly investigate similar companies that have already reached success. We will evaluate these campaigns strengths and weaknesses
4 and learn from them. We will then complete a SWOT analysis, which will identify your own companys strengths, weaknesses, opportunities and threats so GEM PR can develop the best campaign for P.S. Unlimited. GEM PR will then research the identified target audience by conducting surveys. These surveys will help us discover ways to increase knowledge about P.S. Unlimiteds services. By increasing knowledge about the party bus we can establish a loyal client base. The strategic plan GEM PR creates will include a timeline, budget and specific goals we plan to accomplish. From the research findings, we will create a detailed list of tactics and rationale which will identify specific ways to reach the target audience. These tactics will include creative techniques using both social media and traditional media outlets to educate the audience about the services offered by the company and expand the clientele. GEM PR looks forward to assisting you in becoming a successful party bus service in the State College area. We understand your vision and would love to help make it real. Thank you for your time. Best,
GEM Public Relations Erin Murphy Meghan Gillies
GEM Public Relations 315 Graduate 138 S Atherton St State College, PA 16801 August 10, 2012 Keith Somers, President P.S. Unlimited Keith@PSUPartyBus.com Dear Mr. Somers, GEM Public Relations has invested a great amount of time and devotion during the past four months, developing a well researched, and what we believe to be a successful campaign for P.S. Unlimited. Before, we get into the details of the strategic communication plan, we will like to provide you with a brief overview and summary of its contents. Introduction and Background: P.S. Unlimited was founded in August of 2011 by Penn State student and entrepreneur Keith Somers. He felt that State College had a void in event transportation, and wanted to create a business to fill this void. P.S. Unlimited currently offers three packages deals for transportation. The Pregame Package is their most popular, providing customers with an hour ride equipped with a disc jockey before dropping them off at their desired location. The shuttle service serves as a large taxi for up to 30 people, dropping them off anywhere in the State College area, especially frat row. The final package is a full night rental for up to five hours at the customers service. This package is ideal for formals, bachelor parties or bar tours. Along with their packages, P.S. Unlimited offers unique shuttles for concerts and events at the BJC. The pride themselves in being at the customers service whatever that may be, so they urge consumers to ask if they do not provide the service. Situational and SWOT Analysis: P.S. Unlimited is looking to expand their cliental, and increase brand recognition among the Penn State community and then expand to the State College area. Since the business was only found in 2011, they are relatively young and looking to grow. By analyzing some primary research data, GEM Public Relations was able to identify many of the reasons that students chose not to use the affordable service. Through the collection of this information, GEM Public Relations was able to design some changes in order to gain the attention and business of many new Penn State students.
6 Research: The first research method was a short survey distributed to Penn State students though social media channels. In total, GEM Public Relations had 70 respondents. The questions were designed in order to gain the consumers demographics, as well as their knowledge of P.S. Unlimited and their future transportation preferences. Once we analyzed the data, we looked to previous campaigns in the event transportation field to see what worked and didnt work for them. Problem: P.S.Unlimiteds problem was clear after the survey results came in. From the respondents, 51 percent stated that they were aware of the party bus and their services, yet only 26 percent have ever used it for transportation. This results in a lack of student riders and college undergraduates who miss the opportunity for affordable, safe and fun transportation. Goals and Objectives: P.S. Unlimiteds overall goal is to increase the number of Penn State undergraduate students that use the bus for any of its three package deals for their event transportation. To reach this goal, GEM Public Relations wants to provide Penn State undergraduate students the opportunity unique and affordable ways to transport using the PSU Party Bus. Additionally, GEM Public Relations wants Penn State undergraduate students to prefer traveling to events in the bus over the competitors such as CATA and local State College taxis. Target Audience: Since the P.S. Unlimited company is so new, GEM Public Relations target audience is Penn State undergraduate students with a focus on those students not involved in Greek life. Somers, himself, is in a fraternity and therefore has many connections within that group. The Greek population is also more likely to ride the party bus. Therefore, we will target students that live off-campus in the State College area or a distance away from the nightlife. As a secondary audience, we will target the Greek audience to continue to garner their support. As a moderating audience, we will form partnerships with popular local student blogs such as The School Philly and State in the Real. Finally, the intervening audience will be students that have already been on the party bus and experienced a positive ride. Messages: We would like the students of Penn State to know that P.S. Unlimited offers event transportation that is fun, affordable and safe. We would also like them to know that the party bus offers many packages that fit the needs of many groups on campus, as well P.S. Unlimited is flexible to serve any need that many arise. Tactics: GEM Public Relations will use many promotional campaigns, as well as a social media campaign to promote P.S. Unlimiteds many services, and move traffic to the website and Facebook page. We will be creating a Frequent Rider Card, as well as a Referral Service. For Blue and White Weekend during the spring semester, we will have Coach Pat Chamber serve as the guest driver. 21 Unlimited, our social media campaign includes allowing students to post a 30-second video stating why they deserve to have a free pregame package for their 21st birthday.
7 All of these events are designed to tap into different Penn State groups showcasing the many services that P.S. Unlimited offers. To ensure that these promotional events were well publicized, we developed a full media kit that was sent to the appropriate media outlets. Evaluation: GEM Public Relations will extensively evaluate whether or not we successfully identified our target audience, while also relaying the key message that P.S. Unlimited offers affordable, safe, and fun event transportation. In order to do so, we will count the number of media impressions that P.S. Unlimited gained, as well as the number of people that participated in every contest or program. We will then resurvey students to gain a sense if they are more aware of P.S. Unlimited and are they more inclined to use the services. We will then look at the number of Penn State undergraduate students, ages 18-22, that rode the bus before the campaign and will compare it to the numbers after the campaign is finished. Sincerely, GEM Public Relations Meghan Gillies Erin Murphy
Client Name:
Party Service (P.S.) Unlimited
Client Contact:
Keith Somers E-mail: keith@PSUPartyBus.com Office: (814) 769-6632 Cell: (339) 364-1453
Client Problem:
Although P.S. Unlimited is a well-known party bus company through the Greek community at Penn State, those non-Greek students and permanent State College residents are not familiar with it. P.S. Unlimited makes it fun and easy for large groups to travel, safely, to and from events, however most students still to use CATA and taxis. GEM PR will develop a campaign to develop strategies to increase his client base. In addition, GEM PR will strive to confirm the companys legitimacy by strengthening the website and enhancing the appearance of the party bus.
Agency Name & Logo:

GEM Public Relations Meghan Gillies: 267-210-8449 Erin Murphy:347-436-3285
Meeting Time:
Monday 6:00 P.M.
Agency President (Team Leader)

Meghan Gillies
Tables of Contents: Strategic Communication Plan (4-Step)

Introduction/Background Research Situational Analysis SWOT Analysis Statement of the Problem Goals Objectives Strategy Target Audience Tactics/Rationale Social Media Plan Budget/Timeline Evaluation 10 12 24 28 31 31 31 33 33 35 40 42 44 56 58 60 61 63 65 67 69 72 75 77 79 82 83 84 85 87 88 89 90 92 92 93
Media Kit
Fact Sheet Pitch Letter Biography of Keith Somers Media Advisory Brochure News Release 1 News Release 2 SEO News Release
Campaign Collaterals
Feature Story Letter of Appeal 1 Letter of Appeal 2 Media Plan TV Ad Spot Radio Ad Spot Facebook and Twitter YouTube Script Flyer
List of Assignments Advanced Elements

TV Ad Spot 2 Frequent Rider Card CD Label Comment Card
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Strategic Communication Plan
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Introduction & Background:

Keith Somers, a Penn State senior, created P.S. Unlimited in 2011 after he felt there was a need for alternative and supplement party services that State College did not have. In other colleges, students would often take limousines or party buses to events such as concerts or formals. State College, however does not have this service. Students are used to using CATA bus track or taxi agencies. Somers is no stranger to the process of opening a business. His father opened more than 20 businesses, so he has gained valuable advice from him. Keith Somers took that advice to open Family Jewels, a jewelry store on East College Avenue in 2009. The business did okay, however he did not gain enough profit to keep it open. Through this closing, he learned the importance of researching his audience before creating a business. P.S. Unlimited offers three group deals for transportation around State College. The Pregame Package includes a 45-minute ride in the bus equipped with a disc jockey and room to dance and enjoy the ride with up for 30 of your closest friends. The bus will drop their customers off at a party or a bar. The rate for this package is $5 a person with 21-30 people on the bus or $6 a person for 15-20 people. The second package is a party taxi transportation deal that will bring 15-30 people to frat row, apartments or the campus dorms 24 hours a day, seven days a week. The rate for this package is $2 a person with 21-30 riders, or $3 dollars for 15-20 riders. The final group package, P.S. Unlimited Offers is a full night rental in which the bus and staff are at your command for up to five hours. This package is perfect for bar tours, formals and bachelor parties. A flat rate of $450 is charged for this service for 30 people.
12 Along with their packages, P.S. Unlimited offers some unique and individual services such as transportation to concerts and football games. Keith also states that he will accommodate any request such as rides to the airport and other areas in Pennsylvania. When he began researching opening up a party bus company, he found that he needed a strong organization structure. Somers acts as the C.E.O of the company. His good friend, Mac Frederick is his managing partner, responsible for the social media of the company. P.S. Unlimited employees a certified driver, and a disc jockey on each ride. There are also six marketing interns working on gaining awareness within the community. P.S. Unlimited falls under the party and event transportation field. The mission of his company is to provide safe, reliable and fun transportation in State College. He has previously driven for bachelor parties, Greek life and is looking to expand his market into the permanent residents of State College, not just Penn State.
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Research
Primary & Secondary Research is essential to GEM PRs strategy. When meeting with Keith Somers, he shared this ideal stemming from his lack of research in his unsuccessful jewelry company. GEM PR will find the client demographic that uses P.S. Unlimited for their transportation to events. Our goal is to segment these riders from those that return for services for another event, and find out the strengths and weaknesses that they experienced. To accompany this research, we will also find out information about those that do not use the party bus for their transportation to events. In order to tackle this research, we will distribute research questionnaires on Facebook and Twitter. Since most college students either have one or both of these social networking accounts, we will be reaching our primary audience. The questionnaire will measure the traveling habits of the Penn State undergraduate students, ages 18-22, with a special focus on the non-Greek student population. This will provide us with information of how students travel to events, and gauge the level of information that they have received about P.S. Unlimited. In addition, we will also look at the Greek population that does use Somers services and see what they like or dislike about it. Questionnaires are a great way of getting qualitative data. Another type of research, GEM PR, will execute is distributing comment cards after each ride. This will give us valuable time with the audience to measure the strengths and weakness of the ride. Also, we will ask if the would go on P.S. Unlimited again. Along with our background research, we will also see what marketing promotions the company is doing to inform the student body. We will evaluate the content of their website, Facebook profile and Twitter page.
14 For our baseline data, we plan to use his average weekend intact during the school year, and then compare the data to after the campaign is complete. Primary Research Tool: By taking this survey, you are giving informed consent and agree that we have your permission to use your responses anonymously in our research. Please answer the following questions relating to your knowledge on P.S.Unlimited Party Bus, an event transportation company stationed in State College, along with supplement knowledge on your transportation habits. 1. Are you currently a Penn State student? [ ] Yes [ ] No
2. If yes, what is your semester standing at Penn State? [ ] Freshman [ ] Sophomore [ ] Junior [ ] Senior [ ] Graduate student
3. Are you involved in Greek Life? [ ] Sorority [ ] Fraternity [ ] No
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4. How do you usually get to parties, concerts or other events when you do not walk? [ ] CATA bus transportation [ ] a State College taxi service [ ] a friend driver [ ] other (if so please specify below)
5. What statement BEST describes your CATA bus experience to parties, concerts or other events when you do not walk? [ ] I use the CATA bus to go to parties because it is free [ ] I do NOT use the CATA bus because it is too crowded and lines are too long [ ] I do NOT use the CATA because it does not offer door-to-door service [ ] I use the CATA bus because there is enough room for all of my friends
6. What statement BEST describes your State College taxi experience to parties, concerts or other events when you do not walk? [ ] I do NOT use a State College taxi because it is expensive [ ] I use a State College taxi because it runs 24 hours [ ] I use a State College taxi because it offers door to door service [ ] I do NOT use a State College taxi because there is NOT enough room for all of my friends [ ] I do NOT use a State College taxi because of the long response time
7. Do you feel that State College has a lack of event transportation?
16 [ ] Yes [ ] No
8. Are you aware that there is a party bus service available to Penn State students known as P.S. Unlimited? [ ] Yes [ ] No
9.Have you ever used P.S. Unlimited event transportation? [ ] Yes [ ] No
10. Would you be inclined to (choose two)? [ ] Rent a party bus to commute you and a group of friends to a party or concert? [ ] Rent a party bus to host a "pregame" before going to your destination? [ ] Use a party bus a taxi service for a large group? [ ] Take a party bus as another mode of transportation to Tussey Mountain for tubing? [ ] Use a party bus to transport you from bar to bar on a bar tour? [ ] Tell others to use a party bus as transportation?
11. P.S Unlimited offers a rate of $5 to $6 for an hour pregame package. Which statement best describes how you feel about this pricing? [ ] I would pay for that price
17 [ ] I would pay more money [ ] I would not pay that price
12. P.S Unlimited offers a rate of $2 to $3 for a Party Shuttle downtown, to frat row, apartments or campus dorms 24/7. Which statement best describes how you feel about this pricing? [ ] I would pay that price [ ] I would pay more money [ ] I would not pay that price
13. P.S. Unlimited offers a flat rate of $450 for a full night rental (5 hours in the State College area) for up to 30 people. Which statement best describes how you feel about this pricing? [ ] I would pay that price [ ] I would pay more money [ ] I would not pay that price
Research:
Primary Completed Results: GEM PR randomly generated the survey on the website, www.pennstate.qualtrics.com and submitted on social media sites in order to attract the target audience. When the results were collected, they were then analyzed using the same program. The results are listed on the following page, and were used to identify the problem, goals and objectives of P.S. Unlimited.
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Tables:
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Secondary Completed Results: There are three main cases that we can look to for advice and guidance when creating a campaign for P.S.Unlimited: Buzzbus: Buzzbus is a young, hip party bus company that serves college students in the Providence area. Much like P.S.Unlimited, Buzzbus was established to provide students with fun, modish, reliable and inexpensive party buses for any event imaginable. Their crew is dedicated to ensuring that their customers are safely having as much fun as humanly possible. Upon researching their Facebook page and website, it is safe to say that Buzzbus is a premiere college party bus service. Buzzbus has connections with many bars in Providence and Boston. People who use the bus service, get free entry into the bars. It is important for P.S.Unlimited to develop good relationships with bars in State College so they can offer great deals like that. They also host events, like beach parties that only people who use the bus can attend. P.S.Unlimited should follow their lead by setting up different trips and events. Buzzbus also offers incentives such as,
23 $50 for referring someone to use their services. I think these events and incentives have allowed Buzzbus to successfully open their services up to more than just Greek life. This secondary research has allowed us to discover more ways to reach the entire Penn State community. Naked Bus Company: Stripping the Costs: In 2006, Naked Bus Company, a transportation company stationed in New Zealand hired Impact PR to manage its launch marketing activities. Impact PR wanted to create a major media splash sufficient to get the attention of the target audience of young students in the area, especially those that are currently in study abroad programs that are traveling around the country. Impact also strove to raise brand awareness, and create traffic to their website, www.nakedbus.com. Impacts strategy involved two steps. First, was to create awareness through the general news media. They released a general news release, while also pitching major news organizations. They pitched the new pricing style of the bus, in which the first rider to book a seat would only have to pay one dollar, and the next would pay two, and so on. Media outlets took the story and broke nationally. The second step, was to create local buzz by offering free promotions on the bus, to show that not only was the ride affordable but also enjoyable. Through leveraging the media and their target audience, Naked Bus was successful to secure an impressive amount of coverage. Within the first month of launch, Naked Bus was able to have 3 national television interviews, 6 extensive interviews on national radio stations, and twenty three news stories in national and regional newspapers. The sales revenue growth was consistent 10-15% per week. Within 4 months Naked Bus became New Zealands second largest national bus carrier. Cali PartyBus San Diego:
24 Cali PartyBus San Diego is a statewide limo bus and party bus tour company. They offer limo and bus services in San Diego, San Francisco, Los Angeles, and Orange County. This bus service was created after two entrepreneurs met while rebuilding Ko Phi Phi Island in Tsunami devastated Thailand in early 2005. In May 2007 they launched The California Experience because of their passion for travel, good times, and the need for a high quality limo bus service. Their mission was to provide the highest standards in customer service, quality of product, and to provide you with the most memorable and amazing transportation experience. Their services cover bachelor/bachelorette parties, bar and bat mitzvahs, birthdays, corporate events, 24hr emergency charters, Vegas trips, proms and formals, shuttles, sporting events, ski trips, weddings, wine tours, nightclub services, theme parks, concerts, and lastly college and Greek events. This secondary research has showed us that by just having the passion you can extend your company to something large that reaches out to many different types of people.
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Situational Analysis
As a new organization, founded in 2011, P.S. Unlimited biggest struggle is getting the word out on their services to more than Greek life. Somers also stated that the company does well on nights with big events such as concerts at the Bryce Jordan Center and formals. However, on weekends without such scheduled events business is slow. To address the lack of publicity surrounding P.S. Unlimited, Somers has hired six marketing interns. GEM P.R. found other issues during the company presentation that they feel P.S. Unlimited needs to change. First, is the layout of the website. The website is lacking a professional look, and also contains some grammatical errors. A stronger website would add credibility to the company and expand the cliental. Another issue, is the appearance of the bus, which is the most visible face of the company. Compared to other event transportation companies that we researched in our secondary research, we found P.S. Unlimited to lack the chic and lavish exterior and interior. We understand that a young Penn State student is running the company, but we feel that changes needed to be made to achieve their goals. As for competition, P.S. Unlimited is faced with the free transportation of the CATA bus transportation. These buses are free on campus, and serve many surrounding areas of State College. They also have just introduced newer, and more energy efficient buses. State College Taxis are also a threat to the company. There are five taxi services in the State College area. Many people who do not know about P.S. Unlimited may feel that local taxis are the only other reliable door to door form of late night and event transportation. Lastly, since State College is a pedestrian friendly area, walking is another competitor. Walking is free and does not involve any waiting time for pick up. Many students brave the weather and choose to walk because it seems like best option for a college budget when the lines for the CATA loops are too long.
26 Due to the poor economy and rising gas prices, the event transportation is forced to increase their prices. Since P.S. Unlimited is a new company they may face the challenge of weighing whether or not higher prices will decrease the potential clientele. However, this may be Somers only viable option to remain profitable. Though the industry is facing some setbacks, recent trends in popular culture can potentially help P.S. Unlimited. Electronic Dance Music has entered the mainstream. In the past few months, the Bryce Jordan center held two concerts with world-renown disc jockeys headlining. This genre has never been this heavily represented in the State College area. It also attracts the attention of both Greek and non-Greek students. Compared to concerts of other genres such as country, EDM concerts involve intense LED light shows and loud dance music. EDM concertgoers like to get hyped up for the concert beforehand. P.S. Unlimited offers the amenities that mirror these concerts on a smaller scale to get the audience excited for the performance. The 45-minute pregame package is like a mini rave including laser light shows, a live disc jockey and the distribution of glow sticks that nicely accompanies this music trend. This April, the Bryce Jordan Center will be hosting Dayglow, a popular EDM music concert featuring Chuckie, a popular disc jockey. The event entitled, The Worlds Largest Paint Party, involves splattering paint on concertgoers. P.S. Unlimited is offering shuttles to and from the concert on both nights. In October 2011, Somers and his crew set out to spread the word about P.S. Unlimited by driving the bus around campus during peak hours, blasting popular house music. The company logo was visibly printed on the side of the vehicle along with their Facebook and Twitter links
27 for all to see. Somers also recorded this stunt and uploaded the video to YouTube for further viewing. This stunt was a good attempt to attract the student body, however the Facebook page, currently has only 242 likes and the Twitter account has only 400 followers. These numbers, in our opinion, are relatively small for a student body of 40,000. However, P.S. Unlimited is making process by partnering with key media outlets that students rely on such as The School Philly and State in the Real, two popular Penn State blogs, as well as Levels, the new nightclub in downtown State College. P.S. Unlimiteds newest promotion was a State Pattys Day campaign. They created many advertisements with the motto, Ride with a group of friends to avoid rain, snow and citations! State Pattys Day is one of the highest days of criminal activity in State College with a high number of alcohol related citations. Somers plan was to provide students with safe transportation to avoid interaction with the police, many college students worst nightmare. The promotional campaign proved to be successful because Somers stated it was one of the busiest days of the year on Twitter. When researching similar companies tactics on attracting new customers, we found three campaigns. The first, Buzzbus a party bus company in Providence for college students, had many good ideas. They offered day trips to local beaches and parks when the weather called for it. GEM PR thinks that P.S. Unlimited should follow their lead by offering similar trips to areas such as Whipple Dam and Mount Tussey. Buzzbus also gives a $50 dollar incentive for referring someone to use their services. Naked Bus Company, a transportation stationed in New Zealand, started promotional pricing by setting the fee at $1 for the first rider to book a seat, and the next would pay two and so on. This
28 tactic could be used effectively for nights when Somers offers the party bus as a shuttle to and from concerts, encouraging early booking for a group. The final company we looked at is the Cali PartyBus in San Diego. This company started out small in 2007, much like P.S. Unlimited and is now involved into a state-wide company by offering long distance trips to places like Las Vegas and theme parks. P.S. Unlimited can incorporate this idea into their company by offering weekend trips to Atlantic City and Hershey Park. These tactics will broaden the cliental, reaching out to other groups besides sorority and fraternities, which is Somers main problem.
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SWOT Analysis:
Strengths: Provide an opportunity for college students to experience luxury event transportation. The only party bus in the State College area. Provides quality and safe transportation for a cheap price. With the increasing popularity of Electronic Dance Music events in State College, there is a greater desire for party bus transportation. P.S. Unlimited can accommodate up to 30 riders, much more than the competition. P.S. Unlimited offers door-to-door service, making the ride appealing during the harsh winter of State College P.S. Unlimited offers partygoers safe transportation to avoid unwanted interaction with authority figures. P.S. Unlimited offers an alternative and unique way to pregame, a popular aspect of State College nightlife. Have partnerships with local blogs, clubs and bars. Similar campaigns have been done by other successful party bus companies. Since State College is isolated from many large cities, P.S. Unlimited provides an opportunity for similar to what is popular in many metropolitan areas. Weaknesses: Students outside of Greek life are not as likely to use P.S. Unlimited for transportation, which accounts for 88% of the student population. The exterior of the party bus lacks a professional and luxurious feel.
30 The website, www.psupartybus.com, lacks professionalism and contains some grammatical errors, hurting the companies credibility. P.S. Unlimited is a new company. Lack of print advertisements. College students have a very tight budget, and do not often want to pay for transportation. The Bryce Jordan Center does not offer concerts every weekend that attract college student to go to. Opportunities: Electronic Dance Music popularity increasing in the State College area will increase the business for rave-like transportation. Beaver Stadium is a far distance from many upper-class students living downtown. The CATA bus charges a fee for Game Day Shuttles of $3. The CATA bus does not run 24 hours. College students are constantly hosting pregames for 21st birthday celebrations. Bar Tours are popular during the spring semester. College students are intrigued by new ways to experience nightlife in State College. Using Facebook and Twitter to inform the target audience. CATA bus transportation is generally packed during the weekend nights and can not fit a group of 30. CATA buses do not provide door-to-door service. Taxi companies have a limited number of seating. Taxi companies do not offer advanced booking.
31 There is a surrounding a community outside of Penn State that P.S. Unlimited could provide services for. Threats: Lack of knowledge by the target audience about P.S. Unlimited. State College is a pedestrian friendly area, making walking the most popular choice of transportation. CATA bus loops are free on campus. The price of gasoline has been steadily increasing. Many people enjoy walking when the weather is nice. P.S. Unlimited only has one bus. The new CATA buses and walking are more environmentally friendly methods of transportation. People who are not interested in partying may feel that P.S. Unlimited has nothing to offer them.
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Statement of the Problem:

Of the 69 Penn State students surveyed, 51 percent said they are aware of P.S. Unlimited party bus, yet only 26 percent of the respondents have ever used it for their transportation, resulting in a lack of student riders and college undergraduates missing out on the opportunity for affordable, safe and fun transportation.
Goals:
Short Term Goal: To increase the number of Penn State undergraduate students between the ages of 18-22 who use P.S. Unlimited from 26 percent to 40 percent by May 2013. Long Term Goal: To increase the number of Penn State undergraduate students between the ages of 18-22 who use P.S. Unlimited from 26 percent to 55 percent by May 2015.
Objectives: By December 2013, to increase the number of undergraduate Penn State students
between the ages of 18-22 from 71 percent to 80 percent who are inclined to use P.S. Unlimited for transportation to a concert or a party.
By December 2013, to increase the number of undergraduate Penn State students

between the ages of 18-22 from 46 percent to 55 percent who are inclined to use P.S. Unlimited for a one-hour pregame package.

between the ages of 18-22 from 36 percent to 45 percent who are inclined to use P.S. Unlimited for a large taxi service.
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between the ages of 18-22 from 22 percent to 30 percent who are inclined to use P.S. Unlimited for a Tussey Mountain trip.

between the ages of 18-22 from 23 percent to 30 percent who are inclined to use P.S. Unlimited for transportation during a bar tour.
By December 2013, to increase the number of non-Greek, undergraduate Penn State

students between the ages of 18-22 from 13 percent to 20 percent who have used the services of P.S. Unlimited and have referred a friend.
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Strategy:
To increase awareness of the fun, cheap and safe event transportation offered by P.S. Unlimited to non-Greek undergraduate students at Penn State. To change the perceptions that the party bus is associated with only Greek members by making P.S. Unlimited a household name and synonymous with the Penn State community. The plan is to hold events where large populations of non-Greek students are involved to attract attention to the accessibility of P.S. Unlimited.
Target Audience:
Primary Audience: Non-Greek Penn State undergraduate students who are interested in the State College nightlife scene between the ages of 18 and 22. They are most likely to live around Pennsylvania and surrounding states. The main challenge that P.S. Unlimited faces with the primary audience is that they believe that their services are primarily a Greek activity, and not available to them. College students tend to use the CATA loops because they hold many people and are free. GEM PR will have to use Twitter, Facebook, FourSquare and popular State College blogs to relay our message to the primary audience. GEM PR will also take advantage of The Collegian, the oncampus student-run newspaper. Secondary Audience: Greek, Penn State undergraduate students who have an interest in nightlife in State College between the ages of 18 and 22. They are most likely to live around Pennsylvania and surrounding states. This audience has been loyal to P.S. Unlimited, however GEM PR is looking to strengthen their relationship with the company while also referring their non-Greek friends.
35 Moderating Audience: Popular Penn State blogs such as The School Philly and State In The Real serve a common goal on promoting safe and fun partying that can make an impact on the target audience. Their recommendations carry a lot of weight with many of the students on campus, and can be a strong influence. Since these blogs are very well known, it may be hard to garner their attention. Intervening Audience: Students that have already had experiences on the P.S. Unlimited party bus can carry our message directly to the targeted audience by recommending their services. A good friends opinion can go a long way for recruiting new customers. One challenge, GEM PR may face is that some people may not have enjoyed their experiences and instead of recommending it, they discourage it.
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Message Strategies and Slogans

P.S. Unlimited is a fun, safe, and low-cost way to get to and from most any event in State College. o Forget about the bloop, ride the PSU party loop. P.S. Unlimiteds services are for all undergraduate Penn State students. o Ride in Style, without hurting your bank file.
Tactics/Rationale:
Revamp the P.S. Unlimited website to create legitimacy. Currently, the website lacks professionalism, and is hard to navigate. GEM PR believes that the information, especially the rates and amenities should be easily accessible. To help our opportunity, we want to update the music that is streamed on the website. Including photos and video clips from some trips would also benefit to show all of the different services and groups that use P.S. Unlimited. o Rationale: Using Maslows Hierarchy of Needs, a more professional website will ensure the audience that bus is safe. o Tools: P.S. Unlimiteds Web site. The party bus, the face of the company, needs both its exterior and interior to be resigned. The current exterior is not appealing or professional looking. This could turn some of our target audience away. Since the P.S. Unlimited offers services that no one else has, we want to make the bus unique and easily recognizable in State College. We also want the Twitter and phone number easily seen from the outside.
37 o Rationale: Scarcity, under Cialdinis Principals of Ethical Influence, states that when there is few of something, customers are more likely to purchase. Making the bus more advanced and more unique also increases its scarcity. o Tools: The P.S.U party bus Since blogs are popular amongst the student audience, we want to create a more visible partnership with The School Philly and State in the Real. We will offer them and their friends a promotional deal of a free ride for an evening in return for some publicity on their site. We can equip them with a flip camera to document their experience. o Rationale: Using the principal of reciprocity, these blogs will be more willing to feature our article after they have experienced P.S. Unlimited for free. o Tools: coupon, pitch e-mail, flip camera To promote getting home safely, we can team up with the local bars to ensure that the P.S. Unlimiteds number is easily available along with the other taxi services. This will help advertize the P.S. Unlimited as a 24-hour taxi service that is available to anyone. o Rationale: Using the safety needs of the five designs of persuasion, students would be inclined to use P.S. Unlimited if they know that it is a safe mode of transportation. o Tools: fliers, radio advertisements, and print advertisements. To establish a loyal customer base, we will offer Frequent Partier Cards. Each time a customer rides on the bus, they get a card punched. Once they accumulate 5 rides, the next one is free. o Rationale: The principal of reciprocity states that customers feel that they are making out well on a deal they are more likely to ride the bus again.
38 o Tools: fliers, newspaper ads, and the creation of the Frequent Partier Cards. To expand P.S. Unlimiteds clientele, we will establish incentives for referring friends. If a customer refers five friends on five separate rides, the costumer will get to enjoy the 45 minute pregame package with 15 friends all expenses paid. o Rationale: More students are likely to refer a friend, if they feel that they get something out of it according to the principal of reciprocity. o Tools: fliers, blog posts, and the creation of the referral cards. 21 Unlimited Video Competition, where students can submit a 30 second video stating why they deserve a free pregame package and night at The Atherton Hotel for their 21st birthday with P.S. Unlimited. The videos will be uploaded to the Facebook link and voted on by all students. The videos will be submitted the end of every semester, to be chosen for their birthday next semester. o Rationale: Using the principal of ego needs of the Five Designs of Persuasion, the contest will allow the target audience to have others vote on why they deserve to win, boosting their ego. The principal of reciprocity will also be at play because the targeted audience will be getting the chance of a free ride for submitting a video. o Tools: Television advertisement, radio spot, print advertisements, fliers, banner Twitter and Facebook. Establish a relationship with Bernie Fine, marketing director at the Bryce Jordan Center. Fine can help advertise P.S. Unlimited by including it on the Bryce Jordan Centers website under the accommodations tab.
39 o Rationale: The social needs approach of persuasion states that Bernie Fine would be more inclined to work with us when we have established a interpersonal relationship. o Tools: The Bryce Jordan Center website, pitch e-mail, and Twitter. Continuing this relationship with Bernie Fine, we will be given access to the artists before performing at the Bryce Jordan Center to promote the P.S. Unlimited party bus. We will record an audio clip of the artist saying, Forget the Bloop, Ride the PSU Party Loop, to be featured on the radio. o Rationale: Under the liking principal of ethical influence, students would more interested in using P.S. Unlimited party bus if a celebrity or public figure they like recommends it. o Tools: radio advertisement, celebrity endorsement Day Glow: The Worlds Largest Paint Party is coming to the Bryce Jordan Center Spring 2013. To promote the shuttle service to and from the BJC, the P.S. Unlimited bus will be parked outside the Forum, a heavily student trafficked area. Students will get the chance to splatter neon colored (washable) paint at the bus. The bus will stay those colors for the entirety of Day Glow. o Rationale: We are rationalizing Cialdinis principles of scarcity. The stunt will make the bus the only transportation that has assimilated to DayGlow, making it unique. o Tools: fliers, Collegian Ad, Twitter, Facebook, and blogs.
40 Coach Pat Chambers of PSU Basketball will guest drive the bus for April 21st Blue and White Weekend. He will drive the shuttle to and from the game, while listening to all of Penn States fight songs. o Rationale: Using the social and authority aspect, the target audience will be inclined to use the party bus for transportation to meet Coach Pat Chambers, increasing the number of people that use the bus. o Tools: television commercials, fliers, print advertisements, lunch provided for Coach and posters. Spirit Unlimited a video competition, showcasing different Penn State organizations accomplishments, will give student groups the chance to win a trip to a formal, concert, game, Tussey mountain, etc. Similar to 21 Unlimited, viewers will vote on the group they think has accomplished the most during the semester and the organization with the most votes will win the free services. o Rationale: Using the principal of ego needs of the Five Designs of Persuasion, the contest will allow the target audience have others vote on why they deserve to win, boosting their ego and also informing others of their organization. The principal of reciprocity will also be at play because the targeted audience will be getting the chance of a free ride for submitting a video. o Tools: Television advertisement, radio spot, print advertisements, fliers, posters, Twitter and Facebook.
41
Social Media Plan

GEM PR plans on continuing P.S. Unlimiteds efforts with social media, especially with the 21 Unlimited Campaign. Before we were hired for public relations, P.S. Unlimited had both a Facebook and Twitter page. However, they did not have a strong and loyal following. On March 29, 2012, @PSUnlimited had 395 followers and 243 likes on Facebook. Out of a student population of over 40,000, these numbers seem low. Our plan is to create a campaign that makes P.S. Unlimited a household name and drives traffic to their social media sites. 21 Unlimited, is a promotional video-contest in which one contestant wins a free 21st birthday pregame package with P.S. Unlimited , as well as an overnight stay at The Atherton Hotel each semester. Contestants are encouraged to upload a 30 second video detailing why he or she deserves the unique and stylish ride. For the first semester of the competition, contestants with birthdays in the spring semester must submit videos by December 31, 2012. The videos will then be voted on by liking them on the Facebook page. The video with the most likes will be the winner. GEM PR will also create a twitter hashtag for the campaign, #21Unlimited. We will tweet each of the videos, and provide up to date information about the competition. We will also remind the twitter community to visit the Facebook page to submit their videos and their votes. To launch the campaign, we will begin using the traditional media of television and radio advertisement, as well as flyers. This will inform the target audience that is currently not a Facebook fan or Twitter follower. These advertisements will serve as a constant reminder and encourage the target audience to become followers. Since competitors and voters can only make submissions and selections via P.S. Unlimiteds Facebook, we will increase the traffic to the page. The Twitter hashtag is a way for
42 participants to spread the word about their video, and to receive updates about the competition. This is another way for P.S. Unlimited to create interactions between their target audience and the company. GEM PR hopes that the social media campaign will not only drive traffic to the website, but also increase the number of riders.
43
Timeline/Budget:
Campaign Remodel of P.S. Unlimited Website Remodel of P.S. Unlimited Party Bus Relationship with bloggers August 2012 August 2012 September 2012 Date Cost Hire Graphic Designer $50 per hour. Bus Paint Job - $5000 Interior Update- $10,000 Flip Camera: $ 176.99 Free Ride: Gas- $324 DJ- volunteer Fliers: $.35; 100 colored = $3.50 Radio advertisement: $200p/30 second Collegian Ad (4.89 x 6); 7 days for $1, 404.90 Collegian Ad (4.89 x 6); 7 days for $1, 404.90 Fliers: $.35; 100 colored = $3.50 1000 Frequent Partier Cards$19.00 Fliers: $.35; 100 colored = $3.50 Referral Log- $3.20 (notebook) Blog post- Free Collegian Front Page Banner Ad; 5 days $2,125.00 Radio advertisement: $200p/30 second TV advertisement: $750p/ 2 week Banner: $134.99 Atherton: Sponsored Twitter: Free Facebook: Free Free Ride: Gas $324 DJ- Volunteer Radio advertisement: $200p/30 second Collegian Ad (4.89 x 6); 7
Bar Flyers
September 2012
Frequent Partier Cards
September 2012
Referral Friend
September 2012
21 Unlimited
September-December 2012
Bernie Fine, Celebrity Endorsement DayGlow Paint the Bus April 2013
44 days for $1, 404.90 Twitter- Free Facebook- Free 40 6 packs Neon Paint Bottles (Washable): $239.60 50 paint guns $100 Collegian Ad (4.89 x 6); 7 days for $1, 404.90 Television Commercial: Banner Printed at Staples $134.99 Lunch and Dinner for Pat: Radio advertisement: $200p/30 second TV advertisement: $750p/ 2 week Banner Printed at Staples: $134.99 Free Ride Gas- $324 DJ -volunteer $29, 005.57
Pat Chambers Guest Driver
April 2013
Spirit Unlimited
April 2013
Total
45
Evaluation:
GEM PR will evaluate the success of our goals, objectives, strategies, messages and tactics of our strategic plan by analyzing the levels in which we prepared, implemented and made impact. Goals: To increase the number of Penn State undergraduate students between the ages of 18-22 who use P.S. Unlimited from 26 percent to 40 percent by May 2013. o Did we effectively reach the target audience? o Did we successfully market P.S. Unlimiteds services as fun, safe and low-cost? o Should we have expanded our audience to State College residents? o Was there a non-Greek student customer increase after the contests were held? Was there a survey that indicated this? To increase the number of Penn State undergraduate students between the ages of 18-22 who use P.S. Unlimited from 26 percent to 55 percent by May 2015. o Did we create a recognizable brand within the Penn State community? o Did we create a loyal cliental? o Did the amount of riders steadily increase through the three-year period? Did we appropriately measure sales on a weekly, monthly, and yearly basis?
46 Objectives:

between the ages of 18-22 from 71 percent to 80 percent who are inclined to use P.S. Unlimited for transportation to a concert or a party.
o Did we advertise the party bus effectively as a concert or party transportation? o Did we successfully develop relationships with key bloggers in the State College
area?
o How many blog posts and tweets were published leading up to an event at the
Bryce Jordan Center?
o Was there an increase in the amount of undergraduate students that use P.S.
Unlimited for transportation for a concert or a party?
o Did the client prefer the service compared to CATA bus transportation and local
taxi? Did we perform a survey?

between the ages of 18-22 from 46 percent to 55 percent who are inclined to use P.S. Unlimited for a one-hour pregame package.
o Did we advertize the party bus effectively for a one-hour pregame package? o How effective was the 21 Unlimited Campaign on driving traffic to our
Facebook and Twitter page?
o Was there an increase in the number of undergraduate students that purchase the
one-hour pregame package from P.S. Unlimited?
o Did we reinvent the typical Penn State pregame? Was there a survey to
demonstrate this?
47

between the ages of 18-22 from 36 percent to 45 percent who are inclined to use P.S. Unlimited for a large taxi service.
o Did we successfully advertise P.S. Unlimited as a 24-hour large taxi service? o Did we successfully communicate with the bars to advertise their services in their
establishment? How many bars in the area have P.S. Unlimiteds number listed with the rest of State College taxis?
o Was there an increase in the amount of undergraduate students that use P.S.
Unlimited as a taxi service?
o Did the client prefer the service compared to CATA bus transportation and local
taxi? Did we perform a survey?

between the ages of 18-22 from 22 percent to 30 percent who are inclined to use P.S. Unlimited for a Tussey Mountain trip.
o How many messages were placed in the Collegian discussing P.S. Unlimited as a
group transportation to Tussey Mountain? What was the Collegians circulation? How many undergraduate Penn State students read the Collegian daily?
o How many trips did P.S. Unlimited take to Tussey Mountain? By December 2013, to increase the number of undergraduate Penn State students
between the ages of 18-22 from 23 percent to 30 percent who are inclined to use P.S. Unlimited for transportation during a bar tour.
o How many bar tours did P.S. Unlimited chauffeur? o How many messages were placed in the key blogs discussing the bar tour service?
48
o Did we successfully advertise the bar tour amenity? o Did the client prefer the service compared to walking bar-to-bar? Did we perform
a survey?
By December 2013, to increase the number of non-Greek, undergraduate Penn State

students between the ages of 18-22 from 13 percent to 20 percent who have used the services of P.S. Unlimited and have referred a friend.
o Did we successfully advertise the benefits and incentives of referring friends to

P.S. Unlimited?
o Have those students that have used P.S. Unlimited been spreading the via wordof-mouth their experiences with name brand clothing? Did we survey?
o How many referral cards were returned to P.S. Unlimited for their free ride?
49 Strategy: To increase awareness of the fun, cheap and safe event transportation offered by P.S. Unlimited to non-Greek undergraduate students at Penn State. To change the perceptions that the party bus is associated with only Greek members by making P.S. Unlimited a household name and synonymous with the Penn State community. The plan is to hold events where large populations of non-Greek students are involved to attract attention to the accessibility of P.S. Unlimited. o Did we successfully indentify the interest of our target audience? o Was there an increase in the number of students that know about the P.S. Unlimited brand? Did we perform a resurvey to prove this? o Did the number of rides and passengers increase when promotional events were held? Did we create a survey to prove this? o How many new likes and following did we receive on Facebook and Twitter after the social media campaign? o How many customers utilized the referral cards?
50 Tactics: Revamp the P.S. Unlimited website to create legitimacy. Currently, the website lacks professionalism, and is hard to navigate. GEM PR believes that the information, especially the rates and amenities should be easily accessible. To help our opportunity, we want to update the music that is streamed on the website. Including photos and video clips from some trips would also benefit to show all of the different services and groups that use P.S. Unlimited. o Was there an increase in the number of hits that the website received? o Did we advertise the web site through appropriate channels? o Did local blogs hyperlink our site from their entries? o Did we create a website that appeals to students at Penn State? o Did we create a website that increases the legitimacy of the company? Did we resurvey? o Did we hold a focus group receiving feedback for the website? Did we survey? The party bus, the face of the company, needs both its exterior and interior to be resigned. The current exterior is not appealing or professional looking. This could turn some of our target audience away. Since the P.S. Unlimited offers services that no one else has, we want to make the bus unique and easily recognizable in State College. We also want the Twitter and phone number easily seen from the outside. o Did we effectively renovate the buss interior to appeal to being a luxury ride? o Did we model our bus after other successful collegiate party bus companies? o Did we create an exterior with the logo that is clearly recognizable around campus?
51 o Were the phone number and Twitter account able to be seen on the exterior? Did they draw traffic to the website? Did we survey this? o Did we advertise the new bus through appropriate channels on and off campus? Since blogs are popular amongst the student audience, we want to create a more visible partnership with The School Philly and State in the Real. We will offer them and their friends a promotional deal of a free ride for an evening in return for some publicity on their site. We can equip them with a flip camera to document their experience. o How did we contact the blogs to create a partnership? o Did they create an entry showcasing their ride? Did they include video footage? Interviews with Keith Somers? o Was the ride viewed as positive or negative? o Was P.S. Unlimited information found on the entry, along with a hyperlink? To promote getting home safely, we can team up with the local bars to ensure that the P.S. Unlimiteds number is easily available along with the other taxi services. This will help advertize the P.S. Unlimited as a 24-hour taxi service that is available to anyone. o How did we advertise the 24-hour taxi service to the State College Bar scene? o How many local bars included P.S. Unlimiteds number for taxi pickup? o How many calls did we receive for taxi pick-up? To establish a loyal customer base, we will offer Frequent Partier Cards. Each time a customer rides on the bus, they get a card punched. Once they accumulate 5 rides, the next one is free. o How many students used the Frequent Partier Cards?
52 o Was there an increase in the number of riders after the Frequent Partier Cards were advertised? Did we resurvey? o How many free rides did P.S. Unlimited have to give out? To expand P.S. Unlimiteds clientele, we will establish incentives for referring friends. If a customer refers five friends on five separate rides, the costumer will get to enjoy the 45 minute pregame package with 15 friends all expenses paid. o How many riders were referred by a previous rider? o Was there an increase in the number of riders after the Referral Program was advertised? o Did we advertise to the appropriate media for the referral program? o How many free rides did we give out? 21 Unlimited Video Competition, where students can submit a 30 second video stating why they deserve a free pregame package for their 21st birthday with P.S. Unlimited. The videos will be uploaded to the Facebook link and voted on by all students. The videos will be submitted the end of every semester, to be chosen for their birthday next semester. o Did we appropriately advertise the 21 Unlimited promotional contest? o Did we actively update contest information? Did we actively update the Facebook page? o Was The Atherton Hotel the right place to host the overnight stay? o How many videos were submitted? o How many new friends liked our page on Facebook. o How many tweets were generated about the contest? o Did we increase the number of riders during the campaign?
53 o Did any bloggers pick up on the story and provide links to the Facebook page? Establish a relationship with Bernie Fine, marketing director at the Bryce Jordan Center. Fine can help advertise P.S. Unlimited by including it on the Bryce Jordan Centers website under the accommodations tab. o How did we reach out to Bernie Fine? o Did we successfully market P.S. Unlimiteds services to be attached to the BJC Accommodations tab? Continuing this relationship with Bernie Fine, we will be given access to the artists before performing at the Bryce Jordan Center to promote the P.S. Unlimited party bus. We will record an audio clip of the artist saying, Forget the Bloop, Ride the PSU Party Loop, to be featured on the radio. o Did Bernie Fine give us access to the contact information of the artists? o Did we get a recording for every artist playing at the Bryce Jordan Center? o How many times did the radio play the advertisement? Did our target audience hear the message? Did we survey? Day Glow: The Worlds Largest Paint Party is coming to the Bryce Jordan Center Spring 2013. To promote the shuttle service to and from the BJC, the P.S. Unlimited bus will be parked outside the Forum, a heavily student trafficked area. Students will get the chance to splatter neon colored (washable) paint at the bus. The bus will stay those colors for the entirety of Day Glow. o Did we successfully advertise the ability to paint the bus before Day Glow? o How many students participated in the event? o How many students signed up for a ride at the event for Day Glow?
54 o How many students signed up for the other concerts listed? o Was there an increase in the number of students that use the bus for Day Glow compared to other concerts? Coach Pat Chambers of PSU Basketball will guest drive the bus for April 21st Blue and White Weekend. He will drive the shuttle to and from the game, while listening to all of Penn States fight songs. o Did we successfully establish a relationship with Coach Pat Chambers? o Did we advertise Coach Chambers guest driver service to the appropriate channels? o Did any blogs/ media outlets pick up the story from the advertisement? o How many people rode the shuttle Blue & White weekend? o Did the campaign create a buzz through social media? Did people talk about the Chambers/ P.S. Unlimited relationship on Facebook and Twitter? Spirit Unlimited a video competition, showcasing different Penn State organizations accomplishments, will give student groups the chance to win a trip to a formal, concert, game, Tussey mountain, etc. Similar to 21 Unlimited, viewers will vote on the group they think has accomplished the most during the semester and the organization with the most votes will win the free services. o Did we appropriately advertise the Spirit Unlimited promotional contest? o Did we actively update contest information? Did we actively update the Facebook page? o How many videos were submitted? o How many organizations participated in the competition?
55 o How many non-greek organizations submitted videos? o How many new friends liked our page on Facebook. o How many tweets were generated about the contest? o Did we increase the number of riders during the campaign? o Did any bloggers pick up on the story and provide links to the Facebook page?
56
Media Kit
57
FACT SHEET WHAT IS P.S UNLIMITED? P.S. Unlimited is a party bus service that caters to the State College, PA area. P.S. Unlimited is targeted at Penn State students with a passion for nightlife. P.S Unlimited was founded in August 2011 by Penn State student and entrepreneur, Keith Somers. The company was created to fill a void in the State College nightlife scene. Somers wanted to establish a fun yet safe means of alternative transportation for the Penn State student body. With that in mind, he developed Penn States first and only party bus service. Our goal is to provide safe yet fun transportation to the State College area. We believe our customers deserve to have a great time while travelling in style. We pride ourselves on being sensitive to the needs of our clients. It is our belief that responsibility does not mean having less fun. We want you to have the time of your life, not the LAST time of your life. P.S Unlimiteds services can be used for a 24/7 Party Shuttle throughout the State College area. The party bus is great for birthday parties. The company offers a full hour pregame package that drops riders off at any bar or party downtown. The party bus can be rented for a full night of fun with the bus driver at your command. This deal is perfect for bar tours, formals and bachelor parties. In the winter months, P.S Unlimited offers a Tussey Mountain Party Shuttle every Saturday and Sunday from 8:30 a.m. to 5p.m. The bus can be used as an alternative transportation method to and from football games and other special events in the area. P.S Unlimited can also arrange rides to the airport or to other areas of Pennsylvania. The PSU Party Bus has occupancy of 30 passengers. There
HISTORY
WHAT IS P.S UNLIMITEDS MISSION?
WHAT CAN I USE A PARTY BUS FOR?
WHAT IS INCLUDED WITH
58 THE PACKAGES? is a full sized beverage cooler and a Redbull cooler. The bus is equipped with a flat-screen HDTV, music sensitive strobe lighting, a bass kicker sound system and heat/AC. There is always and live DJ and Party Captain on board. The full hour pregame package costs $5 a person for 21-30 people and $6 a person for a group of 15-20 people. The 24/7 party shuttle downtown, to frat row, apartments or campus dorms cost $2 per person for groups of 20-30 people and $3 a person for groups of 15-20 people. The full night rental goes for a flat rate of $450 for up to 30 people. The Tussey Mountain party shuttle can be purchased round trip for $10. For bookings and information contact Keith Somers by email at Keith@PSUPartyBus.com. He can be reached by phone at (814) 769-6632 or at (339) 354-1453. Erin Murphy, Senior Public Relations Manager
HOW MUCH WILLTHIS COST ME?
HOW CAN I RENT THE BUS?
CONTACTS:
59
GEM Public Relations 138 S Atherton Street State College, PA 16801 August 1, 2012 Andrew Porter, President and Co-Founder The School Philly 193 Oakwood Avenue State College, PA 16803
Dear Andrew Porter: P.S. Unlimited, a premiere party transportation company, is making an effort to increase awareness among the Penn State undergraduate community of the many services that they offer. The School Philly is one of the most read and trusted blogs within the State College area for students, making a partnership between these two brands appealing. P.S. Unlimited would like to offer you an opportunity to feature a story on the 21 Unlimited, a promotional contest we are holding giving away a free birthday pregame package, as well as an overnight stay at The Atherton Hotel on September 12, 2012. The contest requires participants to upload a thirty-second video stating why they deserve the free ride to the P.S. Unlimited the semester before their 21st birthday. Fellow students vote on their favorite video by liking it, and the one with the most we will arrive to their 21st along with 30 friends in style. P.S. Unlimited was started by student entrepreneur, Keith Somers, in hopes of providing students with a fun, safe and inexpensive way to get to and from parties, concerts and other nightlife events. He started the business in the fall semester of 2011, and has already had success
60 in taking students to events such as formals, concerts, Tussey Mountain and providing a 24 hour taxi service. For the companys one- year anniversary, the bus has gone through $15,000 worth of renovations to not only modernize the interior, but also to create a recognizable exterior. They now have leather seats with cup holders, four new high-definition televisions, fully-stocked snack bar, space for karaoke, dancer pole and fog machine. The School Philly feature story can include details on how Somers started the business, while being a student at Penn State, along with all of the campaigns occurring in the fall 2012 semester, including 21 Unlimited. Based on your previous coverage of other students working on their dreams, like junior Brian Clearys music career, Somers feature will fit right in. I will be in touch soon to discuss a possible interview. Look forward to speaking with you. If you have any questions, please do not hesitate to contact me at (267) 210-8449. Sincerely,
Meghan Gillies GEM Public Relations
61
CEO Party Services Unlimited
Keith Somers was born to be an entrepreneur. Raised by a father who has started over 20 businesses, Somers is no stranger to the business world. He was born and raised in Sharon, Massachusetts and always dreamed of creating a successful business. Somers started P.S. Unlimited in August 2011. The business is the second one for the Penn State Senior. As a sophomore, he created a jewelry shop in downtown State College. The shop was not successful enough to remain open, but Somers did not give up on his dream. He has always enjoyed partying and decided to venture into the nightlife world. He felt there was a void in the State College nightlife scene that only a party bus service could fill. Somers invested in a party bus, hired a driver and a DJ, installed some cool lights and the rest is history.
62 MEDIA ADVISORY P.S. Unlimited

www.partyservicesunlimited.com Keith@PSUPartyBus.com (814) 719-6632 (339) 364-1453
Contact:
Meghan Gillies
(267) 212-2900 (office) (267) 210- 8449 (cell) For immediate release
March 10, 2013
COACH PAT CHAMBERS TO DRIVE STUDENTS TO BLUE AND WHITE GAME WHAT: Students can say they arrived in style to the 2013 Blue and White Game, when they pull up in a party bus driven by Penn States basketball coach, Pat Chambers. P.S. Unlimited, State Colleges only party bus transportation will be sponsoring the event, allowing students to make appointments on where and what time they want Pat Chambers to pick them up. During halftime, Chambers will be on hand to sign autographs and answer questions from the press. A round trip ticket is $20. WHEN: 11 a.m. 8 p.m., April 20 Autograph session 4 p.m. Press conference 5 p.m. Pick-Up and Drop-Off Locations are limited to residents with State College or University Park zip codes. Autograph Session and Press Conference Location Gate A Beaver Stadium Penn State University WHO: Coach Pat Chambers Keith Somers, founder of P.S. Unlimited Student riders To promote safe transportation during one of Penn States heaviest drinking weekends, P.S. Unlimited and Pat Chambers are teaming up. Chambers and P.S. Unlimited want to remind students, of age, to drink responsibly and never drink and drive. -30PHOTO OPPS: Coach Chambers will sign autographs outside Gate A of Beaver Stadium during the Blue and Whites game halftime, tentatively scheduled for 4 p.m. He will be on hand for interviews at 5 p.m. after the autograph session is over in the same location.
WHERE:
WHY:
63 NOTE: The founder of P.S. Unlimited, Keith Somers, will be riding on every ride with Chambers and will be on hand to answer questions at the Press Conference.
64 Brochure 1
65 Brochure 2
66 NEWS RELEASE P.S. Unlimited

Contact:
Meghan Gillies
(205) 884-5665 (office) (267) 210- 8449 (cell) 718) 317-5156 (office) (347) 436-3285 (cell) For immediate release
Erin Murphy
August 10, 2012
VIDEO CONTEST PROVIDES FREE, SAFE TRANSPORTATION FOR WINNERS 21ST BIRTHDAY Penn State undergraduate students will have the chance to participate in a video-entry contest stating why they deserve a free party bus, provided by P.S. Unlimited, as well as an overnight stay at The Atherton Hotel for their twenty-first birthday celebration this fall semester. Participants must upload the 30-second video to P.S. Unlimiteds Facebook page the semester before they become legal drinkers. Those students that turn 21 during 2013 spring semester must have their videos submitted by December 31. The video with the most likes will be the winner and received a free 45-minute pregame package. P.S. Unlimited is a party bus transportation company that was started in the fall of 2011 by Penn State student, Keith Somers. The company offers event transportation to concerts, parties, Tussey Mountain, and other areas. The bus also serves as a 24-hour taxi service for a large group, holding up to 30 riders at one time. I have always been an entrepreneur, Somers said. Coming to Penn State, I felt there was no luxurious way to get to and from parties, safely. P.S. Unlimited fills that void, while providing one of the most rural areas of the state with an urban service. -MORE-
67 PSU PARTY BUS COMPETITION, Add 1 The bus on which the winner will ride has just been through $15,000 worth of renovations to celebrate the one-year anniversary since the company has been started. The new bus includes leather seats equipped with cup holders, as well as a karaoke machine, fog machine, music-sensitive lighting and a dance poll. Along with the already installed coolers, the new interior will include a fully stocked snack bar. The exterior also went through a facelift. It is now transformed from a plain white paint job to a jet black and neon characters exterior. The Facebook and Twitter link are both now easily recognizable from the street. P.S. Unlimited is encouraging students to party and travel responsibly on a night notoriously known for binge drinking in State College. They hope that their competition will reflect a new attitude among the students to take care of their bodies, as well as the community they live in. For more information on P.S.Unlimited visit their newly updated website, www.psupartybus.com and follow them on Twitter @PSUnlimited. To enter the contest, simply like the Facebook page and upload the video.
-30-
68 NEWS RELEASE P.S. Unlimited

Contact:
Erin Murphy (718) 317-5156 (office) (347) 436-3285 (cell) Meghan Gillies (205) 884-5665 (office) (267) 210-8449 (cell)
August 17, 2012
For immediate release
P.S. UNLIMITED PARTY BUS GETS A $15,000 RENOVATON FOR ONE YEAR ANNIVERSARY
State College nightlife transportation experienced a facelift with the $15,000 renovation of the P.S. Unlimited party bus to celebrate the companys first full year as a transportation service. The bus has been completely upgraded and transformed into a more luxurious automobile. The bus previously white exterior has been painted black with the company logo and contact information standing out in neon paint. The interior saw major upgrades such as leather seats with cup holders and a fully stocked snack bar. The company has seen great success over the past year, Keith Somers, Penn State student and owner of P.S. Unlimited said. We are thankful for our loyal customers and we thought the renovation was a great way to honor them. Concert and party goers will get the chance to show off their voices with the newly installed karaoke machine. Customers can also enjoy the bus new brass dancer pole and fog machine. These amenities were installed to make the party bus experience more party-like. -MORE-
69 PARTY BUS, Add 1 The bus previously had one flat screen HDTV and is now equipped with four. These TVs can play music videos and music sensitive light shows. The bass kicker sound system was given a state of the art upgrade. The live DJ on board looks forward to playing music with the better quality sound system. The renovations took two weeks to complete and the bus is now running again. Somers hopes that the upgraded look will attract more customers and enhance the overall experience of riding the party bus. For more information on the renovations or to book your next trip with P.S. Unlimited contact Keith at Keith@PSUPartyBus.com or by phone at (814) 719-6632 or (339) 364-1453. To view images of the upgrade, visit www.partyservicesunlimited.com. -30-
70 SEO NEWS RELEASE P.S. Unlimited

Contact:
Erin Murphy (718) 317-5156 (office) (347) 436-3285 (cell) Meghan Gillies (205) 884-5665 (office) (267) 210-8449 (cell)
August 17, 2012
For immediate release
STATE COLLEGE PARTY BUS CELEBRATES 1 YEAR ANNVIERSARY WITH RENOVATION
South Halls is not the only Penn State staple receiving a makeover this fall. P.S. Unlimited, the premiere event transportation company on campus recently celebrated their one-year anniversary with a $15,000 renovation. The video from the unveiling of the new and improved bus was released Monday on P.S. Unlimiteds YouTube page. Keith Somers, founder and current Penn State student, gave viewers a sneak peak of all of the new features before the first customers ride the newly enhanced bus. The renovations include brand new leather seats, equipped with cup holders. As well, as receiving a karaoke machine, four highdefinition televisions, a brass dancer pole and a fog machine. The exterior was repainted jet black with the company logo and contact information, now clearly visible in neon paint. The company has seen great success over the past year, Somers said. We are thankful for our loyal customers and we thought the renovation was a great way to honor them. P.S. Unlimited is currently taking reservations for their three different package deals, including a one-hour pregame, shuttle services and a full night bus rental. Each package, available for up to 30 people, includes access to all of the new features.
71 For more information on the renovations or to book your next trip with P.S. Unlimited contact Keith at Keith@PSUPartyBus.com or by phone at (814) 719-6632 or (339) 364-1453. To view images of the upgrade, visit www.partyservicesunlimited.com.
72
Campaign Collaterals
73 FEATURE STORY P.S. Unlimited

Contact:
Erin Murphy
(718)-317-5156 (office) (347)-436-3285 (cell) (205) 884-5665 (office) (267) 210-8449 (cell)
Meghan Gillies March 16, 2013
FIRST WINNER OF P.S. UNLIMITEDS 21 UNLIMITED VIDEO COMPETITON EXPERIENCES RIDE Turning twenty-one is seen as a rite of passage in the Penn State community. Before heading out to the bars for the first time, students typically celebrate their big night by hosting pregames in their downtown State College apartments. As a junior still living on campus, Samantha Sheinberg feared that she would not be able to leave her underage years behind the traditional Penn State way. Thankfully for Sheinberg, P.S. Unlimited introduced a new way to host a pregame. P.S. Unlimited is Penn States premiere party bus service. It was founded in 2011 by Penn State student, Keith Somers. He created the company with hopes of filling a void in the State College nightlife. In an attempt to generate buzz about the new company, Somers launched the companys first ever video competition, 21 Unlimited. The idea was simple. Facebook fans were encouraged to upload a 30-second video the semester before their 21st birthday explaining why they deserve to win a free 45-minute pregame package on the bus and an overnight stay at The Atherton Hotel. The videos were posted on the PSU Party Bus Facebook page and the video with the most likes before the end of the semester became the winner. As a Residence Assistant in East Halls, Sheinberg always worried about how she would celebrate her 21st birthday. She knew it would not be appropriate to invite friends to her dorm. Alcohol is prohibited and as a Residence Assistant, it is Sheinbergs duty to set an example for
74 the other residents. When she heard about the 21 Unlimited competition through a friend, she did not waste much time recording a video. At first I was skeptical about posting a video for the competition. I knew a lot of people would see it and I didnt want to make to make a fool out of myself, said Sheinberg. But, I didnt let that stop me. I knew my dorm was no place to hold a pregame. She recorded herself singing an original song titled, Even R.A.'s deserve to have fun when they turn 21. She uploaded the video in September and was subject to wait until the winner was chosen in mid-December. Her video was 1 of 25 entered into the contest and the competition was tough. Sheinberg knew she could not just sit back and relax. She had to win. I watched all of the other videos and they were good. Some were a lot better than mine. I knew I had to hustle. Sheinberg updated a status every week from September to December asking her Facebook friends to vote for her. She would encourage friends to vote by claiming they cant be invited to a party if its not going to happen. She would e-mail the link to her family members and tweet about it every single day. My friends thought I was crazy. The competition was the only thing I made online posts about. People yelled at me for blowing up their newsfeeds, but I didnt care. All of Sheinbergs hard work paid off when she was selected as the winner on December 16, 2012. As the winner of the competition, Sheinberg was awarded with a free 45-minute pregame package on the night of her 21st birthday. The pregame took place on the P.S. Unlimited party bus with 30 of her closest friends. Sheinberg was so relieved when she won the competition.
75 When I was notified that I was the winner, I literally jumped for joy. I didnt care that I didnt have an apartment to celebrate in. I had a party bus, which is way cooler anyway. On the night of March 12, Sheinberg and her guests were picked up by Somers and his crew. The bus and all its amenities were theirs, free of charge, for the next 45-minutes. The guests danced and sang until they were dropped off at the popular State College bar, The Phyrst, a little after midnight. The bus was so much fun. There was a live DJ playing all of my favorite songs and the lights were awesome. I felt like we were in the club before we even got there. Sheinberg was so pleased with her experience that she even recorded a video testimonial the day after her ride. In the testimonial she claimed that the party bus is the best way to host a pregame in State College. Sheinberg even stated that riding the PSU party bus is something every Penn Stater must do before they graduate. She posted the video on the PSU Party Bus Facebook page and encouraged everyone with a 21st birthday in the Fall to enter the competition before the Spring semester ends. Somers was satisfied when he saw this post. It was great to see that the winner of 21 Unlimited was pleased with her experience. Somers plans to continue the competition by choosing a new winner every semester. He hopes to see P.S. Unlimiteds popularity grow after the success of the first competition. P.S. Unlimited is a fun, safe and affordable way to travel around the State College area. We bring the party to the party and wed love to have more Penn Staters party with us, said Somers.
76
P.S. Unlimited Keith Somers Keith@PSUPartyBus.com www.psupartybus.com August 28, 2013 Emily Morris 129 Orange Alley Apartment #201 State College, PA 16801 Emily Morris: The biggest night of your collegiate career is approaching next semester- your 21st birthday. I am sure you have been planning this event since you were in the dorms freshman year, however I am providing you with a unique opportunity to arrive in style when you show up to the bars. P.S. Unlimited, a party bus transportation company, is starting a promotional contest this semester, and the prize is a free 45-minute pregame package for their 21st birthday with an overnight stay at The Atherton Hotel. In this package, the winner and 30 of their closest friends will drive up to the bars in the party bus equipped with a high definition flat screen television, music sensitive strobe lighting, bass kicker sound system, and a live DJ. When you could have all of this, why would you even think about taking a CATA bus? This free package could all be all yours with the simple click of a button. Upload a 30-second video stating why you deserve this free ride to your birthday over anyone else to P.S. Unlimiteds Facebook page. Then tweet or share the link with your friends encouraging them to like the video. The video with the most likes will be the winner and notified after December 31, 2012, just in time for your birthday in the spring. Samantha Sheinberg was last years 21 Unlimited winner. She was struggling to find a different way to celebrate the night in Penn State. She saw our advertisement and immediately set out to submit a video stating why she deserved the package for her March 12, 2012 birthday. She received well over 500 likes on the video, ensuring her free ride. I couldnt thank P.S. Unlimited enough for everything they did for me on my birthday, Sheinberg said. The driver and DJ went above and beyond decorating the bus, and driving us wherever we wanted to go before planting ourselves at the Phyrst.
77 Sheinberg loved the ride so much, that since her birthday, she has been on six more rides, including the 5-hour package she rented for her best friends 21st. To make the deal even more appealing, the party bus has just recently undergone over $15,000 worth of renovations to the interior and exterior. The seats are now leather, fully equipped with seatbelts, as well as large dance floor. The exterior is now jet black, with neon detail. Everyone will notice when you drive up to the bars. Penn State is really the happiest place in the world because of the students that make up the community. P.S. Unlimited is all about providing you with the transportation that you deserve for whatever your needs require. Submit your video to www.facebook.com/PSUPartyBus and follow @PSUnlimited on Twitter for more details and updates about the competition. For more information visit our website at www.psupartybus.com or call (814) 769-6632. Forget about the Bloop, Ride the PSU party loop! Thanks,
Keith Somers CEO and Founder of P.S. Unlimited
P.S. Be sure to submit your video stating why you deserve the free pregame package for your 21st birthday by December 2012.
78
P.S. Unlimited Keith Somers Keith@PSUPartyBus.com www.psupartybus.com August 28, 2012 Nathan Nalevanko, president Penn State Snowboard Club 130 North Barnard Street Unit 2 State College, PA 16801 Dear Nathan Nalevanko: Its officially spring formal season and we believe that you deserve to ride to your formal in style. You have spent all winter riding the slopes and it is now time to celebrate. The date of your formal is set, but did you decide how you will get there? The CATA bus is no way travel. The lines are long and the buses are not stylish. Cabs are too expensive and there is no need to walk anywhere when youre dressed in your finest. Formals are supposed to be a special night and those traditional modes of transportation just dont cut it. If you want to get the party started the right way, there is only one way to travel to your formal. P.S. Unlimited is a party bus company servicing the State College area. We provide fun, inexpensive and safe transportation to the Penn State student body. We would like to give 30 members of the snowboard club the opportunity to pregame your formal in State Colleges most luxurious automobile. You and your friends can dance and indulge for 45 minutes on our bus. With our live DJ on board, flat-screen HDTV, music sensitive strobe lighting and bass kicker sound system, there is no way you wont have a good time. Did I mention that your ride will be free? As a new company, we are trying to establish a loyal client base. We chose to reach out to your organization because we know the snowboard club likes to have a good time and that is exactly what were offering. We want your club to have a memorable night and we do not want anything in return. A great travel experience is guaranteed when you ride the PSU Party Bus. We dont even have to ask you to tell your friends because we are positive that you will tell them anyway.
79 If you are interested in this one time offer, please contact me at Keith@PSUPartyBus.com. Your reservation can also be made by calling my office at (814) 769-6623 or my cell at (339) 3641463. We look forward to partying with you,
Keith Somers CEO and Founder of P.S. Unlimited P.S.: This is your only opportunity to ride the party bus free of charge, dont miss out on the time of your life.
80 Media Plan P.S. Unlimited

Medium: Vehicle: Contact:
Blog The School Philly Andrew Porter, President and Co-Founder ajp5129@psu.edu Contact Method: E-Mail Angle: The School Philly is one of the most popular blogs on campus. The blog features a section entitled TSP Lists. P.S. Unlimited Services could be featured on the Top 10 ways to transport to nightlife, with a special section outlining the 21 Unlimited, ride, along with a hyperlink connecting TSP followers to psupartybus.com. Timeline: The feature will be published during late November and early December. 2012. Medium: Vehicle: Contact: Newspaper The Collegian Brittany Horn, Campus Chief 123 S. Burrows St. University Park, PA 16801 (814) 865-1828 bah5310@psu.edu Contact Method: E-Mail Angle: As the student body created newspaper, The Collegian, recently featured ___________ Erika Smull, a student who created a water conservation monitor. Another ____________student with a great idea is Keith Somers. Somers, a student has started his m own business to promote safe, affordable and fun transportation for _ students. As an entrepreneur and student of the Smeal College of Business, _ Somers is available to be interviewed, as well as discuss the new _ _ _ promotional contest, 21 Unlimited. Timeline: The Collegian will feature the article during their last issue of the Fall 2012 semester.
Television FOX 8 Jill Ream, Programming Coordinator 1450 Scalp Ave. Johnstown, PA 15904 P: (814) 266- 8088 F: (814) 269-9259 jream@fox8tv.com Contact Method: E-mail
81 Angle: With DUIs and binge drinking statistics on the rise, P.S. Unlimited, a party bus company, has set out to keep the students of Penn State safe. They are currently sponsoring a promotional contest in where those who submit a video via Facebook telling why they deserve free pregame package for their 21st birthday. The video news story will be released early September 2012.
Timeline:
Medium: Radio Vehicle: The Lion 90.7 Contact: www.thelion.fm/contact-us Contact Method: The Lion prefers that all submission be entered via their website under the tab Contact Us. Angle: As Penn States voice, The Lion, Keith Somers a student entrepreneur started his own business to fill the void of event transportation that State College had. He is available to go on the air detailing what it was like to start a business in Happy Valley, while also discussing his new promotional contest for a free ride to a students 21st birthday. Timeline: The interview will take place late October 2012.
Magazine Valley Magazine Kathleen Gormley 306 HUB-Robeson Center Pollock Road University Park, PA 16802 P: (814) 865-5471 campusculture@valleymagazinepsu.com Contact Method: E-Mail Angle: Valley Magazine has always kept students in Happy Valley current on the newest fashion and home dcor trends. With the newest section, 500 Things to Love about Penn State, P.S. Unlimited could be featured as one of the trendiest ways to get to and from parties, with a special section discussing the 21 Unlimited contest. Timeline: The article will be published in the Valleys Fall 2012 Issue.
Medium: Blog Vehicle: State in the Real Contact: Chris Markwich, creator Contact Method: State in the Real prefers to be contacted via their website under the Contact Us section, with a drop box to fill out information pertaining to the pitch. Angle: Give staff members a free 45 minute pregame package to have him or her
82 blog about their experiences with P.S. Unlimited. The blog will also include details about the competition and encourage readers to apply. P.S. Unlimited can provide flip cameras to the bloggers, as well. Timeline: The free pregame package will be offered the last week of September with the blog entry appearing within the next week. ______________________________________________________________________________ Medium: Vehicle: Contact: Blog Onward State Shawn Inglime, downtown editor shawn@onwardstate.com Contact Method: E-mail Angle: Feature story on fun and inexpensive things to participate in at State College nightlife. The article will feature P.S. Unlimited as the new, and exciting way to host a pregame. Article will also include an interview with Keith Somers, the founder of the party bus company and a current PSU student. The feature story will be included on the websites homepage, as well as a twitter link. Timeline: The feature will be included on the websites homepage the first week back to school in August 2012. Medium: Vehicle: Contact: Cable Network mtvU Nick Shore, segment producer 770 Broadway Fl 10 New York, NY 10003 P: (212) 846-8000 F: (212) 654-7034 Nick.shore@mtvstaff.com Contact Method: E-mail Angle: Short segment on college entrepreneurs who have created business on his or her campus. Keith Somers, a Penn State business student will be interviewed about his company P.S. Unlimited. He will discuss the company and the special events he has planned for the new school year, including the 21 Unlimited pregame package. Timeline: This segment will air throughout the month of September 2012. Medium: Vehicle: Contact: Radio B94.5 Jim McBride, market manager 160 W. Clearview Ave. State College, PA 16803 P: (814) 283-5085 (ext 328) F: (814) 238-7932 jmcbride@resultsradiopa.com Contact Method: Phone Angle: A 30 second advertisement discussing the information pertaining to the
83 21 Unlimited video competition. The advertisement will be airing on September 1, 2012.
Timeline:
84 TV ADVERTISEMENT P.S. Unlimited

Contact:
Erin Murphy (718) 317-5156 (347) 436-3285
21 UNLIMITED VIDEO COMPETITION Start Date: August 31, 2012 Kill Date: September 31, 2012 Run Time: 30 seconds VIDEO XCU on womens high heel shoes, walking Cut to graphic in full: Dont Stumble to your 21st Cut to flashing scenes of students partying on the bus with glow sticks. Cut to graphic in full: Ride the PSU Party Bus as clip begins Cut to graphic in full: Submit a 30 second video On the PSU Party Bus FB page Cut to graphic in full: Explaining why you deserve A 21st birthday pregame package Cut to shot of PSU party bus parked in a parking lot. Text: ON US Zoom to graphic: 21 Unlimited Video Competition Sponsored by P.S.Unlimited. Slide to P.S. Unlimiteds logo Cut to graphic in full: Facebook: PSU Party Bus Twitter: @PSUnlimited AUDIO SFX: Walk it Out by UNK SFX: Walk it Out by UNK SFX: Calling by Alesso and Sebastian Ingrosso TIME (:15) (:15) (:10.9)(:25.9) (:16)(:41.9)
SFX: Calling by Alesso and Sebastian Ingrosso SFX: Calling by Alesso and Sebastian Ingrosso SFX: Calling by Alesso and Sebastian Ingrosso SFX: Calling by Alesso and Sebastian Ingrosso
(:3.5)(:45.4)
(:3.8)(:49.2)
(:03)(:52)
(:05)(:55)
SFX: Calling by Alesso and Sebastian Ingrosso
(:05)(1:00)
85 PUBLIC SERVICE ANNOUNCEMENT- Radio P.S. Unlimited

Contact:
Meghan Gillies
(215) 672-1892 (office) (267) 210-8449 (cell)
P.S. UNLIMITED FIGHTS DRUNK DRIVING THROUGH VIDEO CONCERT Start Date: September 30, 2012 Kill Date: November 30, 2012 Run Time: 30 seconds Calling all students turning the big 2-1 during the spring semester. Are you ready for the most important night of your collegiate career? Well, P.S. Unlimited, a premier event transportation company wants to make sure you show up to the bars safely and in style. Submit a 30 second video on P.S. Unlimiteds Facebook page stating why you deserve the famous party bus, and the person with the most likes will get a free 45 minute pregame package and an overnight stay at The Atherton Hotel for you and 30 friends. Have your entries submitted by December 31, 2012, and a winner will be alerted via Facebook. P.S. Unlimited supports safe partying. ###
86
Dont let the snow keep you in tonight! Call us at (814) 719-6632 to ride the shuttle! We will pick you up and drop you off anywhere in State College 24/7. Keep voting for your favorite 21 Unlimited video. Competition ends 12/31/12, and there is a free pregame at stake! Going to the concert at the BJC tonight? Forget the BLOOP, come ride the PSU Party Loop. We are offering a $5 special for both ways.
@PSUnlimited: Who do you want to win #21Unlimited? Keep voting at www.facebook.com/psupartybus @PSUnlimited: Tweet us why you love P.S. Unlimited and maybe we will give you a free ride to the Blue and White Game. @PSUnlimited: Checkout the pictures from the bus ride to last nights DayGlow on our Facebook page. www.facebook.com/psupartybus
87 YouTube Script P.S. Unlimited

VIDEO CU to PSU party bus covered with a giant sheet or tarp with Keith Somers standing outside.
Cut to footage of bus being worked on in the shop. Scenes of the exterior being painted, as well as the interior being torn a part. CU on Keith and two young attractive girls in club attire.
AUDIO TIME Keith: My name is Keith (:15)(:15) Somers, owner of the PSU party bus. I want to thank every single one of you for making our first year a success. To prove our thanks, we at P.S. Unlimited made some serious upgrades. SFX: House/Party Music (:20) (:35)
Cut to Keith
Young women hold the tarp, and remove after countdown Cut to footage of slow shots of both the exterior and interior of improved bus. Cut to Keith outside of the bus
Keith: We are really excited to show off the buss new and improved look. The insides and outsides have completely been enhanced for your party experience. Keith: We cant wait to show you any longer, so girls lets remove that tarp. Keith and Girls: 10, 9, 8, 7, 6, 5, 4, 3, 2, 1, Let the Party Begin SFX: House/Party Music
(:10) (:45)
(:10) (:55)
(:15)( 1:10)
(:20) (1:30)
Keith: Notice the black (:20) (1:50) exterior gives the bus a sleek and classy look. The neon really makes the logo pop, so everyone will know that you are riding the PSU Party bus. Sexy right?
88
Cut to Keith walking inside the bus.
Cut to Keith walking over to the dancer pole, with one of the young women dancing on it.
Cut to Keith sitting on the leather chairs with the girls on his lap.
Cut to graphic in full: Facebook: PSU Party Bus Twitter: @PSUnlimited E-mail: Keith@PSUpartybus.com Phone: (814) 719-6632
Keith: Wow, I am still amazed by the improvements. First, you will notice right away that we now have luxurious leather seats, with cup holders. No more spilling your drinks while you want to dance. Keith: One of the most exciting new features is the dancer pole that Kelsey is showing off her moves on. We also now have a fog machine and four high definition televisions. There is honestly no better place to party that in the bus. Keith: We know we have been gone for 2 weeks working on the renovations, but we are so excited to party with you. Keith VO: To view more pictures on the renovations, visit our Facebook page. To book your next event transportation, e-mail me at Keith@PSUpartybus.com or call me at 8-1-4-7-1-9-6-6-32.
(:15)(2:05)
(:25) (2:30)
(:15) (2:45)
(:15) (3:00)
89 Flyer
90
List of Who Did What

Cover Letter to the Client Executive Summary Table of Contents Strategic Communication Plan (4-Step) Introduction/Background Research Situational Analysis SWOT Analysis Statement of the Problem Goals Objectives Strategy Target Audience Tactics/Rationale Social Media Plan Budget/Timeline Target Media Evaluation Media Kit News Release 1 News Release 2 SEO News Release Pitch Letter Fact Sheet 1 Biography on Keith Somers Media Advisory Campaign Collaterals Feature Story Letter of Appeal 1 Letter of Appeal 2 Media Plan Flyer Brochure Survey Tool TV Ad Spot Radio Ad Spot Facebook and Twitter YouTube Script List of Assignments Advanced Elements TV Ad Spot 2 CD Label Frequent Rider Card Comment Card Erin Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Erin & Meg Meg Erin Erin & Meg Meg Erin Erin Meg Erin Meg Erin Erin & Meg Meg Meg Erin & Meg Erin & Meg Meg Erin & Meg Erin & Meg
Erin Meg Meg Erin
91
Advanced Elements
92 TV ADVERTISEMENT P.S. Unlimited

Contact:
Erin Murphy (718) 317-5156 (347) 436-3285
21 UNLIMITED VIDEO COMPETITION Start Date: September 31, 2012 Kill Date: October 31, 2012 Run Time: 30 seconds VIDEO Female college student recording video at her computer in her small college apartment. AUDIO (SFX) Female College Student: I deserve to win the 21st birthday pregame package because my apartment is a shoebox. (SFX) Male College Student: I want to show up to the bars for the first time in style. (SFX) Female College Student: How can I have an epic birthday celebration in this place? (SFX) Male College Student: Im all about making an entrance. (SFX) Somers: Start your 21st birthday off right by riding with P.S.Unlimited, Penn States premiere party bus company. (SFX) Party noises and house music playing. TIME (:04)(:04)
Cut to male college student recording video in his fraternity bedroom. Cut back to female college student adjusting camera to showcase room.
(:04)(:08)
(:03)(:11)
Cut back to male college student sitting in front of camera.
(:03)(:14)
Cut to bus door opening. Keith Somers welcoming camera inside.
(:04)(:19)
Cut to a group of 20 people dancing and having fun in the party bus. Cut to graphic full: 21 Unlimited Video Competition sponsored by P.S.Unlimited.
(:03)(:22)
(SFX) Somers: Post a 30 second video to our Facebook wall by December 31st. Tell us why you deserve Submit video by 12/31/12 to win the free 45 minute www.facebook.com/PSUPartyBus pregame package to the bars for your spring semester
(:05)(:26)
93 P.S.Unlimited supports safe partying. 21st.
Cut to Somers inside the bus with people partying around him.
(SFX) Somers: Receive the most likes on your video and all of this can be yours!
(:04)(:30)
94
Example of Frequent Rider Card
Promotional CD Label
95 Comment Card

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Party Services Unlimited

Meghan Gillies Erin Murphy

Communications 471 Spring 2012

GEM Public Relations Erin Murphy Meghan Gillies

Agency Name & Logo:

Agency President (Team Leader)

Tables of Contents: Strategic Communication Plan (4-Step)

List of Assignments Advanced Elements

Strategic Communication Plan

Introduction & Background:

3. Are you involved in Greek Life? [ ] Sorority [ ] Fraternity [ ] No

7. Do you feel that State College has a lack of event transportation?

9.Have you ever used P.S. Unlimited event transportation? [ ] Yes [ ] No

17 [ ] I would pay more money [ ] I would not pay that price

Statement of the Problem:

By December 2013, to increase the number of undergraduate Penn State students

By December 2013, to increase the number of undergraduate Penn State students

By December 2013, to increase the number of undergraduate Penn State students

By December 2013, to increase the number of undergraduate Penn State students

By December 2013, to increase the number of non-Greek, undergraduate Penn State

Message Strategies and Slogans

Social Media Plan

Frequent Partier Cards

Pat Chambers Guest Driver

By December 2013, to increase the number of undergraduate Penn State students

By December 2013, to increase the number of undergraduate Penn State students

By December 2013, to increase the number of undergraduate Penn State students

By December 2013, to increase the number of undergraduate Penn State students

By December 2013, to increase the number of non-Greek, undergraduate Penn State

o Did we successfully advertise the benefits and incentives of referring friends to

WHAT IS P.S UNLIMITEDS MISSION?

WHAT CAN I USE A PARTY BUS FOR?

WHAT IS INCLUDED WITH

HOW MUCH WILLTHIS COST ME?

HOW CAN I RENT THE BUS?

Meghan Gillies GEM Public Relations

CEO Party Services Unlimited

62 MEDIA ADVISORY P.S. Unlimited

March 10, 2013

66 NEWS RELEASE P.S. Unlimited

August 10, 2012

68 NEWS RELEASE P.S. Unlimited

August 17, 2012

For immediate release

70 SEO NEWS RELEASE P.S. Unlimited

August 17, 2012

For immediate release

STATE COLLEGE PARTY BUS CELEBRATES 1 YEAR ANNVIERSARY WITH RENOVATION

73 FEATURE STORY P.S. Unlimited

Meghan Gillies March 16, 2013

Keith Somers CEO and Founder of P.S. Unlimited

80 Media Plan P.S. Unlimited

Medium: Vehicle: Contact:

Medium: Vehicle: Contact:

Medium: Vehicle: Contact:

83 21 Unlimited video competition. The advertisement will be airing on September 1, 2012.

84 TV ADVERTISEMENT P.S. Unlimited

Erin Murphy (718) 317-5156 (347) 436-3285

SFX: Calling by Alesso and Sebastian Ingrosso

85 PUBLIC SERVICE ANNOUNCEMENT- Radio P.S. Unlimited

(215) 672-1892 (office) (267) 210-8449 (cell)

87 YouTube Script P.S. Unlimited

Cut to Keith walking inside the bus.