S L A N C E PR

F O R AL

About SLANCE

SLANCE PRAdrienne Moncrief, Caroline Studebaker, Emma Strupp, Linnea Barrett, Nicole Blachowicz, Sasha Schneider

SLANCE is a student run public relations firm at Miami University. SLANCE specializes in anything college. We are your one-stop agency for public relations on campus. At SLANCE we value teamwork, professionalism, innovation, creativity and openness. Our hardworking team will ensure results. Our mission is to be focused on honest, open and consistent communication and public relations that provides the leadership needed to help our clients thrive in a collegiate environment. Our team consists of Adrienne Moncrief double majoring in strategic communication and professional writ-ing, Caroline Studebaker majoring in strategic communications with a double minor in Spanish and general business, Emma Strupp majoring in strategic communications with a double minor in marketing and entrepre-neurship, Linnea Barrett majoring in strategic communication with a minor in interactive media studies, Nicole Blachowicz majoring in strategic communication with a double minor in marketing and Spanish , and Sasha Schneider double majoring in strategic communication and interactive media studies. All six of these young ladies are dedicated to their clients’ success.

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Table of Contents I. Executive Summary

II. Opportunity Statement

III. Research

IV. Key Findings

V. Publics

VI. Goals

VII. Objectives

VIII. Strategies

IV. Key Messages

X. Tactics

XI. Timeline

XII. Budget

XIII. Evaluation

XIV. Appendix

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2 3

5

5

6

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8 9

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Executive Summary

Through the sale of journals and stationery, Flora Stationery empowers women in Kosovo by providing them with a college education. Rather than rescuing them from poverty, Flora aims to help women break the cycle of unemployment. For every one journal sold, 40 percent of the profit benefits the scholarship fund. The sale of 25 journals covers one semester of tuition at a university in Eastern Europe.

Flora blossomed when Miami University graduate Ashley Vanbuskirk studied abroad in Prishtina, Kosovo, and worked as a reporting intern at a local news organization. She heard many stories, but the story of a young woman named Ema stood out to her the most. As a first-year student at the University of Prishtina, Ema worked part time to help pay for her living costs and tuition. Her family of five lived an hour bus ride away in a small village in the center of Kosovo. In a country with the second highest unemployment rate for young people ages 15-24, at 55 percent, Ema found herself in a cycle of working full time and only being able to afford her school fees for one semester per year. At this rate, Ema’s six year law program would have taken her 12 years to complete.

Ashley and her sister, Victoria, decided to start their nonprofit organization through a social entrepreneurship program at Miami University in Oxford, Ohio. They wanted to create a sustainable way to fund the education of women in Kosovo. In addition to helping women across the world, the Vanbuskirk sisters desire for the consumers to be a part of this process by enjoying products with original artwork by Kosovar women.

Our focus is to take the small company and provide a platform for growth. We have the opportunity to increase awareness and sales of Flora. Therefore, we can provide opportunity to increase education standards for the women of Kosovo and potentially other locations around the world.

Executive Summary

Opportunity Statement

Opportunity Statement

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Primary Research

Primary Research1. Formal: Create an online survey to distribute on social media and Miami University listservs to determine

current public awareness (See Appendix A).2. Informal: Create a SWOT analysis to determine strengths, weaknesses, opportunities and threats.3. Informal: Design a focus group of 12 Miami University undergraduate students to determine current attitudes,

beliefs and opinions toward current Flora products and advertising (See Appendix B).4. Informal: Interview store owners of Lane and Kate, Apple Tree and Juniper in Oxford, Ohio, to learn more

about retail opportunities.

Secondary Research

Secondary Research1. Do a content analysis of Flora’s Twitter, Facebook, Instagram and LinkedIn accounts.2. Count the interactivity between “likers” and the accounts: likes, retweets, favorites, comments, etc.3. Count the number of Flora mentions of other users.4. Determine the number of women Flora has assisted.5. Conduct online research of selling locations: online and in-store.6. Conduct online research of competition and partnerships through websites and news articles.7. Research previous sales and promotions of Flora products.8. Analyze the business model and status of Flora Stationery.9. Determine and analyze Flora’s competition.10. Determine campus representatives at Miami University, as well as possible expansion opportunities on other

college campuses. 11. Look at Flora’s current media kit to determine effectiveness.12. Conduct online research on women in Kosovo.

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Primary Research Key Findings 1. Formal: Survey Results A. 87 percent of survey participants have not heard of Flora Stationery. B. More students received journals as gifts or bought them in store than online. C. 70 percent of survey participants would be more likely to buy a product from a company that donates a portion of their proceeds. D. The majority of survey participants were involved in a service organization.2. Informal: SWOT Analysis A. Strengths 1. Their product’s proceeds help others 2. Direct relationship between seller and designer 3. Original designs and products 4. Strong website and social media presence 5. Strong product launch B. Weaknesses 1. Small business size, unknown retailers and limited funding 2. “Flora Stationery” name is similar to other companies C. Opportunities 1. Already some awareness among Miami University students 2. Use the prominent feminist movement to promote product 3. Develop and design more products D. Threats 1. Competition of similar businesses 2. Lack of sales 3. Loss of funding

Key Findings

3. Informal: Interview Uptown Store Owners A. Lane and Kate offers unique, high-quality pieces that are created by local and domestic independent artists or artisan groups; therefore, Flora would be a perfect fit for the business in Oxford, Ohio. The store carries Rifle Paper Co. notepads for $9 to $11 with a similar aesthetic to Flora Stationery. In addition, the store is owned by two sisters and Miami University graduates whose mission is to find local treasures. Rachel, a co-owner of Lane and Kate, said that she could see the brand “thrive” in the local establishment.

B. Apple Tree is known for preppy clothing and accessories. The store also specializes in home goods and quirky stationery, including bold sorority monogram prints from Madra. Additionally, Apple Tree sells Slant Collection note cards at $8 per pack of 10 cards. Flora designs would fit with similar items sold in the boutique and would offer a heartwarming story along with the product to appeal to the customer’s desire for exclusive products.

C. Juniper, known for trendy clothes, makeup and accessories, carries Quotable cards with edgy, inspirational designs at $2.50 per card. The store also carries PAPAYA! Mini Books for $5.50. The Flora Stationery brand would be a great fit for the boutique.

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F O R AL

3. Media coverage A. Forbes 1. In 48 hours, Flora made enough money to support scholarships covering tuition for four years through online and in-person sales at Miami University’s Farmer School of Business. 2. Tuition for one year at the University of Prishtina is $120. B. Hamilton Journal-News 1. Website had over 600 hits from 24 countries. 2. Social media reached around 9,700 individuals. C. US News 1. 51.7 percent of Miami University’s population is female students.

4. Miami University website A. 38 percent of Miami University undergraduate students study abroad. B. 25 percent of Miami University students are involved in a Greek organization (social, business and service fraternities and sororities). C. 19.4 percent of Miami undergraduate students are in the Farmer School of Business. D. 18 percent of FSB students are entrepreneurship majors

5. City of Oxford website A. 24.2 percent of Oxford residents are females between the ages of 20 and 24.

6. Retail opportunities in Oxford A. Average college students spend over $5,000 per year on discretionary purchases (other than educational expenses and housing). B. Oxford is the commercial and cultural center for the surrounding communities where shopping choices are lacking. C. Student demand for products like non-classroom books and office supplies suggests unmet local demand in Oxford, Ohio.

Key Findings Cont.Secondary Research Key Findings1. Social network followers: as of April 26 A. Twitter followers: 255 B. Instagram followers: 1,111 C. Facebook fans: 9382. Social networking engagement A. One to three+ retweets or favorites on Twitter posts B. Five to 30+ Facebook likes per post with no comments C. 20-70+ Instagram likes per post with minimal comments

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F O R AL

Goals Secondary Research Key Findings Cont. 7. Situation of women in Kosovo A. Although the war ended in 1999 in Kosovo, 20,000 women were subjected to systematic rape. Incidences of rape, sexual assault, sex trafficking and domestic violence remain high. Women struggle for economic and social equality. Girls are often excluded from education, which has resulted from low literacy rates. In Kosovo, women include only 27 percent of the labor force. Supporting Kosovar women through education is an excellent partnership for Flora funds because women need the financial support

Key Findings Cont.Publics

PublicsPrimary1. Miami University female students involved in service and Greek organizations• Highly interested in helping others and raising funds to give back to the community• Already involved and connected with other individuals who have interest in philanthropic organizations • Undergraduate students ages 18 to 24

2. Farmer School of Business entrepreneurship students• Highly interested in the value of education• More likely to contribute to Miami student start-up businessesSecondary1. Miami University students who have studied abroad• Interested in global issues• Have experienced other countries and cultures• Interested in furthering their education and broadening their worldview

Goals Goals: In one academic year

1. To improve the opportunities for women in Kosovo by receiving an education

2. To be the most popular stationery sold in Uptown Oxford, Ohio

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8. Flora website A. Founder Ashley VanBuskirk chose Kosovo as the target of her nonprofit organization after she studied abroad in Prishtina in the summer of 2013. While she worked as a reporter for a local newspaper, she met Ema, a young woman struggling to pay for her law degree. VanBuskirk decided to create a sustainable way for women like Ema to access funding for college while producing beautiful and unique products to remind their users of the women they are helping. B. Forty percent of total revenue goes toward supporting these women. C. $12.99 a journal x 25 journals sold = $130 for one semester in Kosovo

and confidence to empower themselves.

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Strategies

Key Messages1. Flora values education.• Rather than rescuing them from poverty, Flora Stationery empowers women through education and hope

for a better future.

2. Flora values women.• Flora Stationery offers a unique and personal way to support women and women’s rights. It works to

improve the standard of living and overall well-being of women in Kosovo. 3. Flora values equal opportunity. • Flora Stationery allows women in Kosovo to enter the workforce and sustain themselves while gaining

confidence and freedom in their own country.

Key Messages

Objectives

Strategies We plan to use media relations, social media, print materials and special events to reach our key publics in order to create awareness of Flora Stationery, sell more products and improve education opportunities for women in Kosovo. In order to engage Miami University students while keeping tactical costs lower, Flora will partner with the student organization Women in Business to organize and promote the campaign.

Objectives 1. To increase awareness of Flora Stationery among Miami University female students involved in service and Greek organizations from 13 percent to 40 percent on Miami’s campus over six months.

2. To increase awareness of Flora Stationery among Miami University entrepreneurship students by 25 percent on Miami’s campus over six months.

3. To support 25 girls total in Kosovo for one semester’s tuition at a university after six months of product sales.

4. To increase sales from 200 journals to 400 journals in the first 48 hours of the back to school launch among entrepreneurship students and female students in Greek and service organizations.

5. To increase overall engagement as well as the amount of followers on Flora Stationery social media accounts over six months: Facebook (40 percent), Twitter (30 percent) and Instagram (40 percent).

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Tactics

Tactics1. Back to School Campaign A. Back to school launch of Flora journals to begin during the first week of the fall semester at Miami University. B. Set up a pop-up shop in Armstrong Student Center selling journals during first week of school: Aug. 20-24, 2015. C. Promotional sales of Flora journals to use as assignment notebooks; 10 percent off total order with student ID presented at the pop-up shop. D. Giveaway contest of five Flora journals through social media campaign. 1. Posts about back-to-school life promoting Flora products (See Appendix D) 2. Promote offer of posting pictures with Flora products to win free journals 3. Create Facebook event (See Appendix E)

2. Sorority Women and Mom’s Weekend Trunk Shows A. Flora will host trunk shows for sorority mom’s weekends during auctions or other social events. B. Contact sorority philanthropy chairs via email to set up partnerships. C. We will set up a small booth at the sorority event to display and sell Flora merchandise. D. Printed media kit will be available for more information (See Appendix F).

3. Valentine’s Day Campaign A. Promotional sales of Flora products during holiday: buy one, get one half-off. B. Half-off of Haute Hope Elisha Box and Love Box sold online. 1. Haute Hope Elisha gift basket includes Flora Stationery notebook, Candlessentials sweet earth soy candle, Teamotions loose leaf tea in rest, apple cinnamon and chamomile blend, Haute Hope gratitude postcard and a dried lavender bouquet (See Appendix G).

4. Media Relations A. Send news releases to Miami Student and Hamilton Journal-News about events we have planned (See Appendix H and I). B. Use Flora’s current media kit and add news releases and pitch letters to it. C. Send out media kits and create advertisements containing general information about Flora to Miami Student, UP magazine and The Odyssey (See Appendix J).

5. Social Media Campaign A. Post weekly on Instagram with biographies of the supported Kosovo girls. B. Organize Instagram and Twitter contests: followers can post pictures of themselves with Flora products with a hashtag with a chance to win more Flora products. C. Post daily on Facebook with images of Kosovo and Flora product: ask questions to followers to encourage engagement on the page.

2. Haute Hope Love Box includes Flora Stationery journal and cards, Askinosie dark chocolate, coconut sugar and toasted coconut bar, Bare Soaps sampler pack, Candlessentials sweet earth soy candle, Classic Giving key pendant engraved with love and a dried lavender bouquet.

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F O R AL

Tactics Cont.Tactics Cont.6. Partner with Uptown Boutiques A. Partner with Apple Tree, Lane & Kate and Juniper to have a section in the store for Flora Stationery products, signage and informational pamphlets.

7. Presentation by Flora’s founders, Ashley and Victoria VanBuskirk. A. Presentation will be about their nonprofit business, journey, future plans and success. B. Market the event to our publics on campus. 1. Through Farmer School of Business, study abroad office and sororities. 2. Also through the Media, Journalism and Film department, which sponsors the Kosovo study abroad program. C. Create a pitch letter and advertisement for the event and send to Miami Student (See Appendix K and L). D. Will occur fall semester on Nov. 4 in FSB 1000. E. Will feature a partnership with Miami University Women In Business (See Appendix M). 1. Access to their media and member list 2. Will make events and advertising at Miami much smoother and cost less 3. Volunteers from the group F. See Appendix N for Gantt Chart.

Timeline

Timeline

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April 2015 August September October November

4/20- Conduct focus group #1- Send out survey via email

8/20-Pop-up shop in Armstrong Student Center (ASC)8/24- Marks the beginning of Back to School Launch in Uptown Oxford stores8/25- Close pop-up shop in ASC- Launch back to school giveaway

Social Media8/1 - 8/20 - 3 “back to school” Insta-gram posts8/10- Facebook post debuting the girls we support this semester- Begin paid advertisement on Facebook

9/1- Five winners selected from media giveaway

9/10- Promo begins, 10 percent off total order

9/13- Contact sorority and service organization presi-dents via email to schedule presentations + media kits

Social Media9/1- Announce winners of giveaway on Facebook and Instagram

10/4- Begin chapter/meeting visits -Trunk shows10/15- Publish news release about Vanbuskirk speaking event- Pitch piece to Miami Student - Emails to MFJ and FSB students

10/20- Follow up pitch piece for interview

Social Media10/15- Publish speaking event on all accounts- End paid advertisement on Facebook

11/4- Host Vanbuskirk sisters in FSB 1000, 7 p.m. - Pop-up shop in FSB lobby 12 to 3 p.m.- Pop-up shop during speaking event

Social Media11/1 - 11/4- Promote event and pop-up shop on Insta-gram, Facebook, Twitter 11/5- Brief recap on event on Facebook post- Paid advertisement on Twitter begins

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Timeline Cont.

Timeline Cont.Budget

BudgetSee Appendix O for more details The budget for the project consists majority of the materials necessary to further promote Flora’s brand image. Advertising costs are apparent within The Miami Student and Up Magazine totaling $2,200. To further our mar-keting reach at events, SLANCE found it necessary to include printed media kits, brochures, Haute Baskets as well as product giveaways totaling $1,794.95. The focus group will entail a cost of food, totaling $100 for both sessions and the Pop-up shop will require a table to be rented from physical facilities for $100. The Back to School cam-paign will consist of paid social media posts on Facebook and Twitter over 4 month periods, costing $160 in total. The Vanbuskirk Sisters speaking engagement involves a plane ticket, gas expense and hotel room for $390. Flora’s collaboration with Women In Business allows for the room fee to be waived. The Women In Business partnership will allow for a donation of $1,000 which will assist in covering costs to kickstart the campaign.Overall, it is a well-rounded and cost effective use of funds to further advance our goals and objectives in the plan by spending $3,744.95.

12/12 - 1/2- Uptown Oxford/ online store sales

Social Media12/15- Holiday wishes on all accounts- Last push for holi-day sales

1/2 – 1/21- Uptown Oxford/online store sales

Social Media1/1- New Year’s posts on all accounts

1/5- Facebook posts debut-ing girls we will support this semester- Paid advertisement of Twitter ends

2/1- Launch Valentine’s Day promo- BOGO half off- Haute Box Giveaways

2/18- Launch trunk show advertisements for Mom’s weekends

Social Media2/1- V-day promo on Insta-gram, Facebook, Twitter

2/14- Valentine’s Day posts on all accounts

2/18- Instagram post advertis-ing trunk shows

3/11 – 3/13 - Sorority Mom’s Weekend trunk shows around campus

3/18 – 3/20- Sorority Mom’s Weekend trunk shows around campus

3/25 – 3/27- Sorority Mom’s Weekend trunk shows around campus

Social Media3/10- Encourage blog and website visits

4/8 – 4/10 - Sorority Mom’s Week-end trunk shows around campus

4/10- Send out original survey again via email

4/21- Conduct focus group #2 to analyze campaign

Social Media4/1- “Happy Spring!” posts on all accounts- Debut possible new designs

December January 2016 February March April

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Evaluation

EvaluationIn order to evaluate our campaign goals, we will utilize several methods to distinguish the extent of the success of our objectives. Our tactics will be considered successful if we meet our quantifiable objectives. Our objectives include: increasing awareness of Flora Stationery among Miami University female students involved in service and Greek organizations from 13 percent to 40 percent and entrepreneurship students by 25 percent on Miami’s campus over six months; supporting 25 girls total in Kosovo for one semester’s tuition at a university after six months of product sales; increasing sales of second launch from 200 journals to 400 journals in the first 48 hours of the back to school launch among entrepreneurship and female students in Greek and service organi-zations; and increasing overall engagement as well as the amount of followers on social media accounts over six months: Facebook (40 percent), Twitter (30 percent) and Instagram (40 percent).

We will measure the awareness of Flora Stationery among Miami students by sending out a benchmark and follow-up survey and conducting a second focus group to see if there are any changes at the end of our cam-paign. This objective will be met if our results show that 40 percent or more of these students are aware of Flora Stationery. We will know that our objective of supporting 25 Kosovar women’s education will be successful if we sell $3,125 in Flora products for their semester tuition.

In addition, we will measure the success of our campaign for Flora by the amount of journal sales from the product launch. If we sell 400 or more journals in the first 48 hours, we will be successful in meeting our third objective.

Our objective of increasing overall engagement and followers on social media will be considered successful by comparing the current amount of engagement and number of followers at the beginning of the campaign and at the end of the campaign. This objective will be successful if we increase engagement by 30 percent (Twitter) and 40 percent (Facebook and Instagram), measuring at least three retweets and/or favorites on each Tweet, at least 25 likes and comments on each Facebook post and at least 63 likes/comments on each Instagram post. This objective will also be successful if we increase followers by 30 percent (Twitter) and 40 percent (Facebook and Instagram, measuring at least 331 Twitter followers, 1,555 Instagram followers and 1,313 Facebook fans. Most importantly, we will take an in-depth look into how followers are interacting with our brand online - comments, suggestions, answering questions posed by Flora, posting photos with products (social media contests) and start-ing conversations about our products online will be our main focus in increasing overall online engagement.

Sales: We will evaluate the success of our back to school campaign and Valentine’s Day campaign by measuring the sales of Flora products during these campaigns. Sales will be carefully recorded and used for comparison to sales during previous promotions.

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F O R AL

Evaluation Cont.

Evaluation Cont.

Events: We will evaluate the success of our sorority Mom’s Weekend trunk shows and the speaking event by measuring awareness of Flora among our publics before and after our campaign. Publics will be presented with a benchmark survey and a post-campaign survey to gain insight on their knowledge of Flora and their products. Additionally, focus groups will be organized to gain anecdotal insights from publics both before and after imple-mentation of the campaign.

Promotions and Media Relations: Evaluation of our media relations will be based on acceptance of Flora into news stories in Miami University and Oxford press outlets. Another evaluation technique will to be measure readership via online article pageviews.

Uptown Partnerships: We will evaluate the success of our partnerships with Uptown businesses through the acceptance and sales of Flora products within the businesses. Once the products have been accepted into the stores, metrics will be taken of sales results throughout the course of the campaign to measure the success of the tactic.

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APPENDIX ADISTRIBUTED THROUGH SURVEY MONKEY

Survey Questions:

1. Have you heard of Flora Stationery?

2. If so, have you bought any of their products?

3. How did you first hear about Flora?

4. Where do you buy stationery/journals?

5. Are you more inclined to buy a product if a portion of their proceeds goes toward helping

someone?

6. How old are you?

7. If you are a Miami student, what are you involved with in on campus? If not a student,

please write N/A

APPENDIX B

Our vision for our focus groups is to gain insight on how our publics per-ceive our products. The input of our publics is very important to us. Their ideas, criticism, and opinions are valued at Flora. Our focus groups will be used not only to gain insight on the efforts of the Flora team but also to measure how successful we were at reaching our goals. We want to know how we can improve our consumers’ experiences with our products. We gathered 12 Miami University female students, ages 18-22, six of which are involved with organizations on campus and six are Farmers School of Business students to participate in our focus group. These 12 women will helps us understand what our public is looking for in our product and how to better reach them.

Focus Group Questions: 1. What do you think of when you think of Flora Stationery? 2. What is your favorite Flora product and why?3. How do you feel when you buy products that donate a portion of the cost for a good cause? 4. How often do you donate money to organizations that help people in need? 5. What kinds of organizations do you usually donate money or your time to and why?6. How can we improve our products? 7. How often do you shop online?8. Tell us about your online shopping experience. 9. How can we improve your online shopping experience on our website?10. Any final comments to better our products?

Second Focus Group Questions:1. Have you seen improvement in Flora as an organization in the past six months? If so, what

kind of changes?2. How can we improve our products further?3. What is your favorite Flora product?4. Tell us what you like about Flora products.5. Tell us what you do not like about Flora products.6. What kinds of events and promotions would you like to see Flora do in the future?

APPENDIX C

References

About/ Impact. (2015, January 1). Retrieved March 18, 2015, from

http://www.florastationery.com/

About Miami. (2015, January 1). Retrieved March 19, 2015, from http://miamioh.edu/about-

miami/index.html

About Oxford. (2015, January 1). Retrieved March 24, 2015, from

http://www.cityofoxford.org/about-oxford

City of Oxford Economic Development Office. (2014.) Retail Opportunities [Brochure]. Oxford,

Ohio.

Field, A. (2014, August 17). Social entrepreneurs fund scholarships for young women in

Kosovo. Forbes.

Gashi, I. (2015, January 1). Kosovo. Retrieved April 12, 2015, from

http://www.womenforwomen.org/what-we-do/countries/kosovo

Miami University--Oxford. (2015, January 1). Retrieved March 19, 2015, from

http://colleges.usnews.rankingsandreviews.com/best-colleges/miami-university-7104

Olson, L. (2014, July 7). Miami student’s business helps to send others to college. Hamilton-

Journal News. Retrieved March 19, 2015, from http://www.journal-

news.com/news/business/miami-students-business-helps-to-send-others-to-co/ngZ5Y/.

APPENDIX D

APPENDIX E

APPENDIX F

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Impact

The proceeds from our products go directly tow

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o styles of lined and unlined journals, Roze and B

lu, featuring artw

ork from

a Kosovar art student,

Besjana. The journals fea-

ture a water resistant, soft

touch laminate cover w

ith 150 pages of lined and unlined space for w

riting and draw

ing. In Novem

ber 2014 w

e launched a note card line that is hand let-tered by A

lexa that also feature B

esjana’s art work.

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usiness inquiries

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y�À>ÃÌ>Ì���iÀÞ°V��M

arketing/Com

munication inquiries

Contact our co-founders at:

APPENDIX G

APPENDIX(H(((((((News Release FOR IMMEDIATE RELEASE FOR MORE INFORMATION: Aug. 10, 2015 Adrienne Moncrief

Account Executive SLANCE Public Relations

330-819-5950 adrienne@slance.com

Flora Stationery to launch fall campaign at Miami University

Miami University graduate and her twin sister started a nonprofit organization to raise funds for

education scholarships for women in Kosovo by selling journals and cards.

OXFORD, Ohio—Flora Stationery will launch a fall campaign during the fall semester of

2015. The campaign will kick off with a back to school sale, feature the founding sisters as guest

speakers and introduce Flora products in Uptown Oxford shops. The purpose of the campaign is

to raise awareness of Flora Stationery’s products and mission among Miami University students.

The back to school campaign will begin the first week of classes, Aug. 20-25, with a pop-

up shop in Armstrong Student Center selling journals and cards. Promotional sales and giveaway

contests will occur to enable students to get involved with Flora. On Nov. 4, Ashley and Victoria

Vanbuskirk will set up a pop-up shop in the Farmer School of Business lobby from 12-3 p.m.

and speak in Taylor Auditorium at 7 p.m. to discuss their story, journey and goals of Flora

Stationery. Flora is partnering with shops Uptown such as Apple Tree, Lane and Kate and

Juniper to sell journals and cards and provide pamphlets of information for interested customers.

— more —

Flora to launch fall campaign — page 2 of 2

###

About Flora Stationery

Founded in 2013 by Ashley and Victoria Vanbuskirk through a social entrepreneurship program at Miami University, Flora Stationery empowers women in Kosovo by providing them with a college education through the sale of journals and cards. Rather than rescuing them from poverty, Flora aims to help women break the cycle of unemployment. For every one journal sold, 40 percent of the profit benefits the scholarship fund. The sale of 25 journals covers one semester of tuition at a university in Eastern Europe. Flora currently sponsors one semester of college for 15 Kosovar women. (

APPENDIX(I(((((((News Release FOR IMMEDIATE RELEASE FOR MORE INFORMATION: Jan. 4, 2016 Adrienne Moncrief

Account Executive SLANCE Public Relations

330-819-5950 adrienne@slance.com

Flora Stationery to launch spring campaign at Miami University

Miami University graduate and her twin sister started a nonprofit organization to raise funds for

education scholarships for women in Kosovo by selling journals and cards.

OXFORD, Ohio—Flora Stationery will launch a spring campaign during the winter term

and spring semester of 2016. The campaign will kick off with a Valentine’s Day special and

introduce Flora products during social sorority mom’s weekends. The purpose of the campaign is

to raise awareness of Flora Stationery’s products and mission among Miami University students.

Through the month of Jan., Uptown Oxford boutiques such as Apple Tree, Lane and Kate

and Juniper will features sales of Flora products. The Valentine’s Day campaign will begin the

first week of Feb. Promotional sales and giveaway contests will occur to enable students to get

involved with Flora. In March and April, Flora will set up trunk shows at social sorority mom’s

weekend auctions and brunches to allow students and their mothers to get involved with Flora

Stationery products and vision.

— more —

Flora to launch spring campaign — page 2 of 2

###

About Flora Stationery

Founded in 2013 by Ashley and Victoria Vanbuskirk through a social entrepreneurship program at Miami University, Flora Stationery empowers women in Kosovo by providing them with a college education through the sale of journals and cards. Rather than rescuing them from poverty, Flora aims to help women break the cycle of unemployment. For every one journal sold, 40 percent of the profit benefits the scholarship fund. The sale of 25 journals covers one semester of tuition at a university in Eastern Europe. Flora currently sponsors one semester of college for 15 Kosovar women. (

APPENDIX J

APPENDIX(K((October(15,(2015((Katie(Taylor(Editor(in(Chief(Miami(Student(Oxford,(OH(45056((Dear(Ms.(Taylor:((On(Nov.(4,(the(Farmer(School(of(Business(will(welcome(the(Vanbuskirk(sisters,(coQfounders(of(the(nonprofit(organization,(Flora(Stationary.(((Founded(in(2013(by(Victoria(and(Ashley(Vanbuskirk,(a(Miami(alumnus,(Flora(Stationary(empowers(women(in(Kosovo(by(providing(them(with(a(college(education(through(the(sale(of(journals(and(cards.(With(40(percent(of(the(proceeds(going(towards(funding(futures,(Flora(currently(supports(15(Kosovar(women(for(one(semester(of(college.(((Having(already(launched(their(fall(campaign(in(Aug.(2015,(the(coQfounders(hope(to(educate(a(greater(population(about(their(business(and(encourage(Miami(students(to(pursue(their(own(goals(too.(A(popQup(shop(featuring(Flora(Stationary(products(will(be(present(in(the(FSB(lobby(from(12Q3(p.m.(on(Nov.(4(and(during(their(presentation(that(night.(We(think(this(opportunity(would(be(very(beneficial(for(The$Miami$Student$and(its(readers.(((Victoria(and(Ashley(Vanbuskirk(will(be(available(to(discuss(their(business(and(international(journey(in(further(detail(on(Tuesday,(Nov.(3(or(Wednesday,(Nov.(4.((I(will(give(you(a(call(on(Oct.(20(between(2Q3(p.m.(to(set(up(a(possible(interview(with(the(Vanbuskirk(sisters.(Thank(you(for(your(time(and(I(look(forward(to(talking(with(you.(((Sincerely,((Caroline(Studebaker((Caroline(Studebaker(Account(Executive(SLANCE(Public(Relations((555)(937Q3402((caroline@slance.com(

APPENDIX L

APPENDIX MMiami University’s chapter of Women In Business (MUWIB) was founded in January 2010. The execu-tive team has worked to increase membership to 150 women in 2015. MUWIB aspires to create, engage, and enhance the educations of young women pursuing careers in business. By offering unique opportuni-ties both on and off campus, MUWIB hopes to enrich the lives of the world’s future leaders.

Appendix N

Page 1 of 1

Appendix(O

Flora(Stationery(Budget(

Category Cost(per(Item Quantity Total(Cost

Media&RelationsAdvertisement(in(The$Miami$Student $500 3 $1,500

Advertisement(in(Up$Magazine $350 2 $700

MaterialsPrinted(Media(Kits $6.50 100 $650

Brocheures $2.80 200 $560

Haute(Baskets $65 8 $520

Product(Giveaways $12.99 5 $64.95

Focus&GroupFood( $50 2 $100

FSB(0012(Room(Rental $0 1 $0

Back&to&School&CampaignSocial(Media(Promoted(Posts(

Facebook $20/month 4 $80

Twitter $20/month 4 $80

Vanbruskirk&Sister&Event&Frontier(Airlines(Roundtrip(ticketU(Ashley $185 1 $185

Gas(expenseUVictoria $80 1 $80

Hampton(Inn(Hotel(Room( $125 $1 $125

FSB(1000(Room(Rental $0

Facilities&&&EquipmentPopUup(shop(Table(from(MU(Physical(Facilities $100 1 $100

Women&in&Business&Donation $1,000

Grand&Total$3,744.95