Professional Documents
Culture Documents
erin irby, jenna jablonski, nate lawrence, zach millon, sarah parker, tracy r ivas
table of c ontents
executive summary 3
overview 3
agency strategy 3
situation analysis 4
competitor analysis 5
swot analysis 6
objectives 7
target market 8-10
brand value proposition 11
campaign strategy 12
creative 13-19
media 20-28
brand activation 29
evaluation 30
biographies 31
creative brief 32
2
executive summary agency strategy
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to engage tea-drinkers with the Tazo brand. To achieve thorough Great Scott! Advertising prides itself in creative and cutting-edge
understanding of our target market, we conducted primary and strategy fueled by superior understanding of your target markets.
secondary research. Then we completed the picture with competitor
and situation analysis. For our creative strategy, we propose the Our insights are more than ideas; they are vehicles for making your
approach of “the dream is in the Tazo,” a campaign that features goals a reality.
women in our target market using Tazo Tea to add a bit of whimsy to
their routine. Whether its connecting with other cultures through We guarantee that our plans for your brand will make you say
the “escape” of a cup of tea, or connecting on a deeper level with
“WOW.”
themselves, the campaign shows how tea can enhance the meaning
of everyday life and help women become who they want to be. These
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brand activation methods. Evaluative tests ensure that our campaign 6DB@KKSGHRř6.6ŚDƤDBS
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Tazo Tea brand with the goal of having more tea-drinkers choose Tazo.
Witty, Original, and Worth your time
& this phrase embodies how we approach our advertising strategy.
Great Scott Advertising presents an ad campaign that will connect tea-
drinkers with the Tazo brand in meaningful and sustainable ways. By
tapping into “tea culture,” we have learned that tea-drinkers seek an
experience in each cup of tea. Our plan uses the experiential quality of
tea to appeal to consumers by showing them how Tazo Tea can enhance
their daily routine and even the pursuit of their more whimsical
aspirations.
overview
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them through a variety of media. Our plan not only employs the media
our target market trusts for information and for entertainment, but it
engages them on a new level with brand activation techniques. Spreading
Tazo’s message through advertising and sales promotion alike will build
relationships with consumers, increasing awareness and comprehension
of the Tazo brand. Ultimately, our campaign will make tea-drinkers seek
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3
situation analysis
historical 1994 1999 2010
context Created by Steve Acquired by Starbucks Tazo introduces 10
Smith, founder of for $ 9.1 million new full leaf teas for a
Stash Tea premium experience
of a hot cup of tea. The “on-the-go” single cup brewer has created environment is becoming the new social movement. Amongst the Tazo
RODBH@KHYDCř*BTORŚSG@S@QDOK@BDCHMSGDL@BGHMDVGHBG^OQNCTBDR community, they advocate clean air and healthy communities.Tazo
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6HSG MDV for energy derived from windmills. Their purchases this year have
technologies such as the “Keurig,” the quick and speedy on the go helped to improve air quality, reduce greenhouse gas emissions, and
business lifestyle can still be possible with a slice of tea heaven. HR@MHLONQS@MSHMUDRSLDMSHM@QDMDV@AKDDMDQFXETSTQDBDQSHƥDCAX
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weaknesses
and accessibility, providing vocational and leadership training for
youth, training community health workers to provide preventive,
basic curative and referral health care to rural villagers, and
supporting social development projects chosen by the community.
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Member of the Ethical Tea Partnership
Committed to clean, renewable energy solutions.
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ready-to-drink iced and juiced teas, tea lattes, and full leaf tea kits.
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Sold in over 50 countries through Starbucks
Stand-out packaging design
Unique brand personality
t hr eat s
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and Fair Trade labels, sometimes a caveat for tea-
points
buyers who are also environmentally and socially
Engage consumers more and demonstrate
conscious
appreciation for loyal Tazo-drinkers as an
opportunity to build relationship with consumer
6
objectives
marketing: (MBQD@RDR@KDRNE3@YNƥKSDQ
bags by 7
budgeting
Great Scott Advertising was allotted $12,000,000 to
BGHDUD@V@QDMDRRNE create a campaign for Tazo Tea that both embodied the
advertising: 3@YNSD@ƥKSDQA@FR@MC
comprehension of what Tazo
spirit of Tazo Tea and produced tangible results.
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tea is RTBBDRRETKKXHLOKDLDMS@BQD@SHUD@MCDƤDBSHUD
campaign. The campaign was fully executed for a total
of $11,798,658.
7
target market
We understand the needs, wants, and desires of women aged 25-44 based
on our primary and secondary research methods. Great Scott! conducted 13
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MediaMark database, and consumed various media and entertainment that the target
market currently enjoys.
Although they are often busy professionals, these women view themselves as
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a daily ritual. Flavor, familial preferences, and brand social responsibility govern
their choice of tea. They are health-conscious; they live active lifestyles and prepare
wholesome meals. They are well-educated and socially conscious. They often prefer
organic and Fair-Trade products. They appreciate multiculturalism and pride themselves
in worldliness. Their relaxation and entertainment often include nature and social
activities with friends and family. They consider themselves to have well-developed
connections with both themselves and with others.
8
what’s in her bag? what are her new years resolutions?
healthy lunch, t inted 1. buy only
chapstick, iPad, refillable Fair Trade
water bottle, & Eat, beverages
Pray, Love 2. become a
“locavore”
Bridget is a 40 year old college professor. She is Connie is 26 and fresh out of graduate school. Rebecca is a 34 business woman who lives
very passionate about education and loves her She is young and still yearning for adventure her life by a very structured schedule. She
career. She wakes up everyday happy to go to and exploration. She’s a small town girl in misses the days when she used to travel all
work, because it isn’t really work at all. One of the big city just starting her career. She can’t the time. Over the years she has become
GDQL@MXNSGDQO@RRHNMRHRSQXHMF@KKCHƤDQDMS @ƤNQC@SDKDUHRHNMRNRGDV@SBGDRSDKDUHRHNM very knowledgeable about tea. She makes
SXODR@MCƦ@UNQRNESD@ATSGDQE@UNQHSDƦ@UNQR and movies online. Connie loves nature sure she drinks tea three times a day and
are those herbal blends . She enjoys gardening and misses the many hiking trails available carries her portable mug everywhere.
and going to the farmers market on the in her home town, so she goes on walks 1DADBB@HRDWSQDLDKXGD@KSGBNMRBHNTR@MC
weekends. The main reasons she chooses Tazo through city parks to reconnect herself with loves feeling alert and energetic. Drinking
is because they care about making sustainably- nature. Tazo is her cup of relaxation. It is her tea makes her feel good, inside and out.
informed choices, just like she does. transportation into calmer world. 1DADBB@TRDRCQHMJHMFSD@@R@V@XSNQDK@W
and focus on herself, which she doesn’t get
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week she enjoy doing yoga and trying new
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brand value proposition
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emotional benefits the Tazo brand is that it is
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beverages, tea is ritualistic,
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11
campaign strategy
Our target market consistently assigns more meaning to a cup of
tea than that of any other beverage, describing each cup of tea as
an experience. They often use the word “ritual” to describe the
importance of tea in their daily routine. They further describe tea as
an “escape” or a “retreat” when their cup of tea is what transports
them away from the chaos of their everyday routine to a calmer
place. To address the meaningfulness of tea to our target market
of tea-drinkers, we structure our campaign around the experiential
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superior tea experience.
copy writing
Our strategy for copywriting was using the same witty and
whimsical style of writing that the Tazo brand employs on its
packaging and website. In our print ads and radio ad, a narrative
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person, as if telling a story conversationally. We also include
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product. In all cases, we keep the copy concise and casual.
13
executions: print
banner ads
executions: television
executions: television
media objectives media strategy
who are we going t o reach? reach & frequency
Our target audience consists of women aged 25-44. These Reachof the target market
women are media-savvy business professionals with higher There is large potential for Tazo to become the go-to brand
education concentrated in cities in the north-east and west NESD@ENQVNLDMSN
^3N@SS@HMGHFGL@QJDSRG@QD&QD@S
coast. Scott wants catch women early in their tea-buying decision
to acquire new tea drinkers and convert brand loyalists of
We are reaching our audience through four media channels, Tazo’s competitors.
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where are we f ocusing? SGDHQKHED
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The message will be sent out nationally, but it will be forefront of the specialty tea market.
especially heavy on the east and west coasts. The east and
west coasts will additionally receive radio advertisements,
and the New York and Los Angeles regional areas will
continuity: pulsing
receive advertisements in newspapers. %NBTRHMFNMƥKSDQDCGNSSD@RSGDADUDQ@FDHRBNMRTLDC
most frequently during the colder months between October
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place in August, putting our tea brand into customers’ heads
before any other brand has a chance to get themselves
how will we reach t hem? noticed.
The advertising campaign will consist of both national and 3ULQWDGV in magazines will begin in May before the
regional ads. The television, internet, and print magazine activation as busy professionals plan their winter holiday
ads will run nationwide. The print newspaper ads will run and can associate Tazo with an adventurous getaway.
in the new york and los angeles regional areas. The radio Bursting
ads will be placed in large geographic areas on the east 7HOHYLVLRQDGV will release in a bursting pattern and run
and west coast such as, New York City, Boston, New Jersey, September through February to get into the consumers
Connecticut, Los Angeles, San Diego, San Francisco, and GD@CRCTQHMFSGDBNKCLNMSGR
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Portland. people to drink hot tea in the summer.
Our ,QWHUQHWDGV will be bursting in the coldest months of
the campaign while people stay inside for work and play.
20
length and sizes media mix
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^ BBK@HLDCOQHLDSHLD
shows RHSBNLRQD@BGLHKKHNMRNEUHDVDQRDUDQXVDDJ
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ad can communicate Tazo’s message clearly. That clarity will
speak to our target market in busy moments spent at home.
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broadcast sponsorship, and Tazo will be heard as the tea that
supports our market’s favorite radio shows.
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IQWHUQHW!Q@MCDCOK@XDQRJHMENQ media forms such as music sites, television
Pandora RGNVRSQD@LHMFRHSDR@MCLTBGLNQD
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^"NMS@HMRGD@CDQ@MCENNSDQHL@FDRETKK attracts millions of viewers each month,
color background, and a video creative while Pandora reaches 24 million subscribers
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video creative with such high viewership.
21
media choice: magazines
circulation circulation circulation
305,494 970,733 811,714
23
media choice: television
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music, contemporary culture, and travel.
The network teams up with American cultural
institutions and arts education groups to
promote creativity through interesting
content. Weekend nights comprise of So You
Think You Can Dance marathons watched
primarily by women in our target market.
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broadcast network stations
that competes with FOX,
CBS, and NBC for the most
popular network. The
7KH&RRNLQJ&KDQQHO@B@AKDRS@SHNM channel tries to appeal
for the avid cooking enthusiast who values to families and individual
healthy, natural, and delicious food & drink. members of the family unit
“Good Eats” airing Wednesdays and Fridays at with diverse programming.
8 pm, caters to foodies with a sense of humor Primetime on Wednesday
and interest in pop culture. night revolves around
Modern Family, an
)R[@K@QFDAQN@CB@RSMDSVNQJVHSGNQHFHM@K@MC ensemble comedy about
KHBDMRDCSDKDUHRHNMRGNVRQ@MFHMFEQNLƥBSHNM@K @QDCDƥMDC LDQHB@M
dramas and comedies to news specials and sports family structure. The show
programming. Tuesday night primetime revolves is watched by 12.7 million
around the new original comedy New Girl starring people and has won many
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Emmys for the unique
million people and is a hit in our target market. and entertaining look at
American life.
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Next, Now” reaches 40-million households with an age group between 25-54 seeking to
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is a primetime original series airing Monday nights that interviews professionals in
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stardom.
Pandora connects to more than 200 electronic consumer
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online database that provides people with
a wealth of information relating to movies,
televisions shows, actors, production crew
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ODQRNMMDKUHCDNF@LDR@MCDUDMƥBSHNM@K
of people with their favorite television shows, movies,
characters from movies and televisions
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shows. With over 100 million unique
opportunities to associate their brand with the premium
viewers each month it is one of the most
online video content of their choice. This allows
popular online entertainment sites and is only gaining
advertisers to connect with engaged consumers that
more and more viewers each month. IMDb can be used
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on mobile devices to instantly view over 6,000 movies
also reaches consumers through its ad-supported
and television shows from CBS, Sony, and a selection of
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25
media scheduling
Jan Feb Mar April May June July Aug Sept Oct Nov Dec Executions Costs
Weeks: 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
Print
W 1 1 1 1 1 1 6 577,758
Vanity Fair 1 1 1 1 1 1 6 1,077,906
Bon Apetite 1 1 1 1 1 1 1 7 1,011,220
Traveler 1 1 1 1 1 1 6 716,178
Travel & Leisure 1 1 1 1 1 5 522,300
Baron's 1 2 4 7 324,076
L.A. Times 1 1 1 3 40,020
New York Times 1 1 1 3 87,900
Total Cost: 4,084,978
TV
Good Eats 2 2 2 2 6 6 20 600,000
&(* /) 2 2 2 2 6 6 20 600,000
2 2 2 2 6 6 20 600,000
New Girl 5 5 5 5 10 10 40 1,200,000
Modern Family 5 5 5 5 10 10 40 1,200,000
Total Cost: 4,200,000
Internet
Pandora 3 1,080,000
Hulu 3 1,200,000
nytimes.com 4 120,000
wsj.com 4 120,000
4 120,000
Total Cost: 2,640,000
Radio: NPR
%(%) )& 6 6,400
Los Angeles 6 78,400
Portland 6 4,240
San Diego 6 24,000
New York City 6 64,000
Boston 6 4,640
Connecticut 6 28,000
New Jersey 6 64,000
Total Cost: 273,680
Grand Total $11,798,658
26
media budgeting
Magazines : all executions are 1 page spreads Internet
Title # of times Cost per page Total Cost Website 1D@BG Frequency Impression CPM Total Cost
1. W 6 96,293 577,758
Pandora 6m 3 18 m $60 1,080,000
2. Barron’s 7 46,296 324,076
3. Conde Nast Traveler 6 119,363 716,178 'TKT 6m 3 18 m $100 1,200,000
4. Vanity Fair 6 179,651 1,077,906 NYtimes.com 4 m 3 12 m $8 120,000
5. Travel & Leisure 5 104,460 522,300 LAtimes.com 4 m 3 12 m $8 120,000
6. Bon Appetit 6 144,460 866,760
IMDb.com 4m 3 12 m $8 120,000
Total Cost $ 4,084,976
Total Cost $ 4,273, 422
Radio : each commercial is a 30-second spot Television : for each execution Great Scott has budgeted, 1 rating point
City or State Population &1/ CPM Total Cost
San Fransisco 800,000 100 $800 6,400 Show Executions Cost per point Total Cost
Los Angeles 9,800,000 100 $9,800 78,400 Good Eats 20 $30,000 600,000
Portland 530,000 100 $530 4,240 Mortifed Sessions 20 $30,000 600,000
San Diego 3,000,000 100 $3,000 24,000 So You Think You 20 $30,000 600,000
New York City 8,000,000 100 $,8,000 64,000 Can Dance
Boston 580,000 100 $580 4,640 New Girl 20 $30,000 1,200,000
Connecticut 3,500,000 100 $3,500 28,000 Modern Family 20 $30,000 1,200,000
New Jersey 8,000,000 100 $8,000 64,000 Total Cost $ 4,200,000
Total Cost $ 273,680
27
brand activation
a taste of serenity
objective: To allow a traveler to immerse themselves in the calmness,
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strategy: 3NHLOKDLDMS@M@QD@NEř9DMŚHM@BNƤDDSD@B@EDKNB@SDCHM
K@QFD@MCONOTK@Q@HQONQSR@QNTMCSGDBNTMSQX)%*2%. 3+
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people can taste the richness of the tea and experience a
getaway within the stress of an airport.
29
great scott! biographies
meet erin
Erin Irby is an Integrated Marketing
meet jenna
Jenna Jablonski studies Integrated
meet nate
Nate Lawrence is a Cinema Production Major and
Communications junior at Ithaca Marketing Communications and Spanish an IMC Minor. During his college career, Nate
College. She is the president of as a junior at Ithaca College. She stays has focused on writing and directing dramatic
Active Minds, a national organization busy working for the Ithaca College M@QQ@SHUDRGNQSƥKLR
(MSGDRTLLDQNEGD
interned at a commercial production company
that promotes mental health and .ƧBDNE2STCDMS$MF@FDLDMS@MC
BNMMDBSDCVHSGK@QFDL@QJDSHMFƥQLRKHJD QMNKC
positive stress relief on campus. She ,TKSHBTKSTQ@K Ƥ@HQRUNKTMSDDQHMFHMSGD
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has volunteered at the local library, community, and enjoying the natural producing motion picture media and knowledge
the TCPL, for the past two years and wonders of the Ithaca area. of the industry to build a successful career as
now serves as their Foundation’s a director or commercials, music videos, and
development intern. Jenna loves to start her days with Tazo ED@STQDƥKLR
Black Awake Tea
Erin delights in the beauty of everyday and her dream is to hike among the Nate’s dream escape is into the snowy Sierras
life, the warmth of the radiant sun, and giant redwoods in Northern California. around Lake Tahoe in California. Snow, inspiring
SGDINXNEKHUHMF
2GDKNUDRSNCQHMJ9DM terrain, and culture draw Nate to his favorite
read a good comic book in her backyard, location to snowboard in the United States.
After a long day of riding the best snow in the
and watch the wildlife play.
West, nothing sounds better than a hot mug of
Darjeeling tea to unwind.
30
meet zach meet sarah meet tracy
9@BG@QX,HKKNMHR@RDBNMCXD@Q3DKDUHRHNM Sarah Parker is a sophomore Integrated 3Q@BX1HU@RHR@ITMHNQ+DF@K2STCHDRL@INQVHSG@LHMNQ
1@CHNL@INQ@SSGD1NX'
/@QJ2BGNNK Marketing Communications major with in Integrated Marketing and Communications from Long
of Communications at Ithaca College a minor in Politics. She lives on the Island, New York. She is a member of the IC Women’s
with a minor in Integrated Marketing -NQSG%NQJNE+NMF(RK@MC-DV8NQJ
'DQ Lacrosse Team and a member of the Student Athletic
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'@HKHMFEQNL$@RS Advisory Committee. Tracy partakes in the Ithaca College
favorite activities include sailing and
Meadow, NY on Long Island, he does not ,NBJ3QH@K3D@L@MCVNQJRVHSG@KDF@KƥQL@SGNLDNM
coloring.
take too kindly to the winters of upstate AQD@JREQNLRBGNNK
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New York. In his spare time he likes to take 'TL@MHSXATHKCRVGDQDRSTCDMSRGDKOATHKCGNLDRENQ
long walks on the beach, go rock climbing, My dream is to be on a warm, sandy local families and families across the country. Tracy is an
and read a good book. beach watching the ocean waves crash avid member of Korean style yoga her local community
while drinking my favorite Tazo Tea @SGNLD@RVDKK@R!HJQ@LXNF@RGDƥMCRSD@SNNAS@HM
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the perfect balance of health and serenity that gets her
and work for Saturday Night Live on NBC through each day with enthusiasm and wonder.
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1DEQDRGNMGHRBNƤDDAQD@J
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of traveling to an array of places, experiencing all the
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unique.
31
creative brief
32