Freedom to Read, Inc. Public Relations Campaign

Lauren Carlson, Phoebe Ertel, Elise Littlefield,

Tyler Lussow, Philip Perricelli, Rachel Yalof

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Table of Contents

Abstract ............................................................................................................................ 2

Situational Analysis ........................................................................................................... 3

SWOT Analysis ................................................................................................................. 4

Audience Analysis ............................................................................................................ 5

Research Analysis ............................................................................................................. 6

Goals and Objectives ....................................................................................................... 8

Key Messages ................................................................................................................... 9

Communication Vehicles ................................................................................................ 10

Proposed Strategies ....................................................................................................... 12

Strategy Timeline ........................................................................................................... 14

Evaluation ....................................................................................................................... 17

Fees ................................................................................................................................ 19

Project Team .................................................................................................................. 20

References ...................................................................................................................... 22

Appendix ........................................................................................................................ 24 A – 1: Social Media ................................................................................................................. 24 A – 2: Survey ........................................................................................................................... 25 A – 3: Press Release ................................................................................................................ 27

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Abstract 6 Pack PR is a team of six students who are studying public relations at Ithaca College. In an effort to learn more about the work of the public relations industry our team developed a public relations campaign for an international profit, Freedom to Read, Inc. Our strategic proposal includes increasing awareness across social media vehicles for this literacy non-profit in order to obtain donors for fundraising opportunities. The goal of this proposal is to increase brand awareness through a public relations video campaign. A succession of videos will be launched by Freedom to Read, Inc. to explain the organization’s purpose, its stories, and its future endeavors. The main purpose of these videos is to create a social media presence to reach audiences, create awareness, and to ultimately gain donors for fundraising. Currently, Freedom to Read, Inc. does not have updated content across media vehicles which is imperative to the success of any organization due to competition. Nonprofits utilize video campaigns to reach a mass audience that in turn create greater awareness. As a team we feel passionate that the release of these videos will help to meet the goals and objectives of Freedom to Read, Inc.

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Situational Analysis Freedom to Read, Inc. is an international organization specializing in educating the people of Eleuthera, Bahamas in literacy excellence. Susy Siel is the founder and with twenty-eight years of experience as a teacher and over fifty years visiting the Bahamas, she provides the knowledge in assisting the people of Eleuthera. The mission behind this non-profit is the provision of free books to enhance literacy while also creating access to libraries built on the island. Currently, three individuals serve on the board of directors of Freedom to Read, Inc. and their roles appear to focus on fundraising, the shipping of books and updating social media sites. Freedom to Read, Inc. promotes literacy and receives numerous book donations; thus, increasing the funding streams for the organization is a priority of this public relations campaign. While Freedom to Read, Inc. has a presence in the online environment, most of the content is outdated both on the web and in the social media streams. These outlets are crucial in delivering the messages of what this charity delivers.For this reason, this public relations campaign by 6 Pack PR will focus on a video campaign, reaching a wide audience through shares and promotions. Other organizations that are competitive include ProLiteracy and Reading is Fundamental as they contain videos to inform their audiences of their literacy work. Our team believe strongly that producing a video series for Freedom to Read, Inc. will not only improve fundraising for the organization but also provide a tool to integrate content into the social media streams for our client.

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SWOT Analysis STRENGTHS

• Susy Siel, founder, is passionate about her cause • Relationship with Eleuthera through 50+ years of visitation • Client is open to new forms of press to enhance charity awareness • Shipping company to ship books to Eleuthera is reasonably priced • Support and passionate staff that help run the Eleuthera libraries • Unique company as no largely recognized organization provides relief directly to

the Bahamas to advance literacy rates like Freedom to Read, Inc. • Has a surplus of physical books through donations

WEAKNESSES

• No video to portray who the charity is and who they’re helping • Staff is minimal with only three people total • Little to no usage of social media and digital marketing • Difficult system for transporting books to libraries in the Bahamas • Website aesthetic and functionality is confusing to navigate • No systematic update on the organization as the newsletter is a year out of date • Location is difficult to travel to as Eleuthera is separate from the main tourist

island of Nassau, Bahamas • No apparent partnerships that contribute to any promotional awareness or

major fundraising • Logo is not recognized as a branding mechanism • Similar organizations have similar names which makes Freedom to Read, Inc.

indistinguishable

OPPORTUNITIES

• Showcase the organization through a video series to provide knowledge of the charity

• To be more active on social media, like Facebook, Twitter, and Instagram • Release news stories or blogs showcasing personal stories of the people

Freedom to Read, Inc. is helping • Partner with other companies like UShip or Amazon to enhance CSR and to help

bring awareness of Freedom to Read, Inc. • Show impact of the organization with before and after visuals to show impact

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• Acquire interns as a resource for Susy Siel as they can maintain the social media accounts

• Develop partnerships to spread the mission of Freedom to Read, Inc. through other companies like Scholastic or a celebrity endorsement like Lenny Kravitz

THREATS

• Competition with similar organization like Libraries Without Borders who Michelle Obama endorses

• Social media is a popular tool - when it’s not incorporated in PR strategies it can threaten her ability to continue helping libraries in the Bahamas

• Fundraising companies not allowing to provide business • Freedom to Read Foundation appears before Freedom to Read, Inc. on Google • Not having staff members that are fully dedicated to using all of their time

towards this organization can prevent Freedom to Read, Inc. from expanding

Audience Analysis The primary target audience for our campaign is the approximate 76.4 million baby boomers across the United States of America. We will be focusing on those who have the funds to donate annually to Freedom to Read, Inc. as baby boomers are expected to have the largest funds in America. Additionally, research shows that baby boomers are currently the largest contributors regarding donations, giving an approximate 61.9 billion dollars per year to help others. The organization's annual report in 2015 noted that Freedom to Read, Inc. had 28 donors. We hope to expand the amount of donations provided to this organization in the future by pursuing donations from baby boomers. Baby boomers are between the ages of 52 and 70 years old; however, not everyone in this group uses the internet, so targeting them through internet campaigns may not be the most effective way to reach this group of people. Younger generations could spread the video’s message through word of mouth to discover this organization which leads to our secondary market.

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Our secondary audience for our campaign are Millennials who are between the age of 19 to 36 years old. According to Pew Research Center, the largest percent of adults who use social media are between the ages of 18 and 29 years old in the United States of America, grouping many Millennials into this category. This generation does not have as many available funds to donate, which is why they would be the secondary audience. If we segment correctly, our secondary audience will grow an emotional attachment to this foundation, providing to Freedom to Read, Inc. when they have a steady income.

Research Analysis In order to better understand the importance of video production for a non-profit organization, 6 Pack PR suggests investing in extensive primary and secondary research.

For primary research as an agency we talked to Susy Siel outside of our first additional Skype call. Some of the questions we asked included if she could tell us any stories of people she helped and how she maintains the upkeep with the libraries in Eleuthera. What we discovered was that Susy was the story behind the organization, in addition to the people she has helped. We also got to better understand her perspective on gaining literacy for all and her personal connections on the island. This primary research was especially important when developing a press release and when brainstorming on possible video content.

In regards to secondary research, we looked at similar organizations and their success around video campaigns. Upon our research the best organizations include Charity: Water: (New York City, NY), Big Brothers Big Sisters (Tampa, FL), and Make-A-Wish Foundation (Phoenix, AZ). These organizations additionally have large donors through their primary and secondary audiences, which was of importance during our research.

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As 6 Pack PR we also did secondary research to further show our reasoning behind creating a video campaign. The largest usage of social media platforms according to Pew Research Center include Facebook, with 67% of users using it for news, and YouTube, with 48% who use this site. These two sites dominate social media with their functioning being based off of various videos in one’s suggested newsfeed. Therefore, the secondary research is just as important as primary research to learn of other company’s video campaign and by understanding that most people use social media platforms that structure their content around videos.

If you implement this research we suggest that you take the following step to better develop your audiences. When developing how to reach audiences, conducting an electronic survey through Survey Monkey or a Google survey to better understand the target market should be utilized for the video campaign. Creating and initiating a survey gives you the opportunity to get to know your audiences and ask how much they are aware of Freedom to Read, Inc. as a brand. This survey would be distributed to the current donors who have invested funds in addition to those subscribed to the newsletter. To find out general information about the individuals taking the survey, it would be helpful to ask essential questions like age and gender. These questions can provide answers to what type of demographic is best to focus video campaigning towards. Other questions can be tailored more specifically to find out in-depth information such as “are you actively involved in donating funds/resources to charity?” Another question could ask “How often do you watch videos online and where?” This would produce critical primary research that would be a base for who to target and an example can be found in the appendix. Additionally, another few questions can be dedicated to asking how much your current audience understands Freedom to Read, Inc. with questions such as, “On a scale of Strongly Agree, Agree, Neutral, Disagree and Strongly Disagree, how familiar are you with Freedom to Read, Inc.’s mission?” By going through with this recommendation there will be enough information for future segmenting strategies and approaches.

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Goals and Objectives GOAL: To develop Freedom to Read, Inc.’s brand through a video campaign

OBJECTIVE 1: Video • One of Six Pack PR’s main objectives is to create an effective video campaign

that evokes emotion to encourage people to donate to Freedom to Read, Inc. As a PR firm, we hope to show the impact Freedom to Read, Inc. has had on children living in Eleuthera Bahamas.

• We have created attainable, reachable and measurable goals for Freedom to Read, Inc., in an effort to grow its target audience, the baby boomers, and attract the younger generations through social media platforms.

• Video is an effective channel to use for both groups because videos are engaging, entertaining and can easily be watched. Many people share videos online, which would help bring awareness to Freedom to Reads Inc.’s Organization.

OBJECTIVE 2: Web Development

• We also hope to make information on Freedom to Read Inc.’s website easier to access. We want the mission statement to be clearly shown on the homepage, and for the donation button to be visible on the top of the page in order to generate more donations.

• Updating the website will modernize Freedom to Read, Inc. will attract more members of the baby boomers.

OBJECTIVE 3: Community Relations

• Currently the Newsletter system is not being utilized to its full potential with emails scarcely being circulated. We want to make sure that a newsletter is consistently sent at least once a month, updating donors of what is occurring within the organization.

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Key Messages

1. Freedom to Read, Inc. is an international organization specializing in educating the people of Eleuthera, Bahamas in literacy excellence.

2. Freedom to Read, Inc. is passionate about improving and supporting literacy

rights to less fortunate areas in the Bahamas by building community libraries.

3. Freedom to Read, Inc. is dedicated to establishing new strategic communications methods to modernize and maximize promotion of its initiatives.

4. Freedom to Read, Inc. is committed to obtaining partnerships in order to

provide young people with access to libraries.

5. Freedom to Read, Inc. is ready to create a 2-3 year plan that will further its press success and change the lives of individuals living in the The Bahamas.

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Communication Vehicles Our main communication vehicles for our video campaign will be the organization’s website and various social media platforms. The vehicles outlined will be online, which will be most effective in creating awareness for our campaign. We have listed the various vehicles that will be used upon the launch.

1. WEBSITE: We chose to focus on the organization’s website because it is an easy way to grab potential donors attention when visiting the website. The video will be located on the homepage of the website, so that people can immediately watch the campaign. Many people visit websites to learn more about organizations, so this is a perfect way to inform people about the goals of Freedom to Read Inc. from the organization itself.

2. VIMEO: This is a similar platform to YouTube as it’s a way for consumers to watch various videos. Some of the advantages over YouTube is that it’s a smaller community allowing the videos to be seen by people who actually appreciate content. This means that 6 Pack PR’s could be just as likely to be promoted on Vimeo since these users are more professional.

3. YOUTUBE: It remains as the leading channel for users to gain content through videos. Usually this platform does well with unique content, however in order to compete with major organizations it’s important to have something on YouTube. Keeping this updated with the video campaign, in addition to stories and progression of Freedom to Read, Inc., is crucial to keep subscribers engaged.

4. FACEBOOK: This vehicle needs to be updated regularly with videos, not just with posts. It’s an efficient way to reach a wide audience as there are 1.09 billion daily active users. People can share the content and post about to their wall, reaching their friends and potentially more prospective donors.

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5. TWITTER: Currently there are 317 million active users on this platform. Twitter is a good way to promote the video and show short clips to followers. Followers can then either retweet or like the post, which can show up on other people’s twitter feed. The video would be promoted through keeping audiences updated and providing various content.

6. INSTAGRAM: There are currently 500 million active users on this platform, making it another way to share content. Various accounts can follow the Freedom to Read, Inc. page and could possibly repost content. Hashtags are an easy way to earn more views through Instagram posts. It’s also an easy way to show short clips of the videos and keep audiences updated, especially for the secondary audience.

7. EMAIL: This is a good tactic once loyal audience members subscribe to Freedom to Read, Inc.’s email list. When implemented, it is proven that any video attached to an email will boost open rates by 19% and increases click-through rates up to 65%. Freedom to Read, Inc. does not currently have a lot of individual donors, so this vehicle should be used for after the launch of the first or even second video. This will keep audiences active and loyal to the organization.

8. ONESTORY.COM: This is a unique way to gather testimonials of the people that Freedom to Read, Inc. is reaching. People can record interviews of their story, which can then be shared by the organization. This platform may be used during the video campaign to gain attention or even after the campaign is over to maintain momentum for additional sharable content.

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Proposed Strategies The three strategies enlisted in this video campaign proposal will reach Freedom to Read, Inc.’s ultimate goal of increasing fundraising opportunities. Our approach through the series of released videos will create awareness of the organization, allowing audiences to understand the importance of literacy in Eleuthera. This campaign will be announced in conjunction with the updated social media platforms in order to show the progression of Freedom to Read, Inc. and its current state. Some of these platforms will include Facebook, Instagram, Youtube, Vimeo, and the website. From these proposed strategies external partnerships and resources will be raised for fundraising opportunities. PART 1: Video Campaign Our intention is to execute a video campaign to raise awareness about the purpose, mission and vision of Freedom to Read Inc. The opportunities that come from creating a video are extensive, given the growing nature of video incorporated in social media platforms and websites. By creating videos of Freedom to Read, Inc.’s goals, our target audience will be able to understand why they should care about Freedom to Read, Inc.’s initiatives. We suggest creating a series of videos: one for the initiative of Freedom to Read, Inc., another for the current progress taking place in the Bahamas and another for the vision of Freedom to Read, Inc. and what they want to see in the future. The first video will be released in May 2017 via the main website, Facebook, and YouTube. By releasing this campaign, it allows viewers to vicariously experience how Freedom to Read, Inc. operates and to communicate personal stories to those who have no idea what Freedom to Read, Inc. does. Additionally, launching a video campaign will help modernize the company and attract viewers outside of the baby boomer audience. PART 2: Grow Social Media Presence In 2016, it is essential to have an active social media presence. While social media might be confusing and overwhelming for our client to navigate, a simple solution would be for our client to obtain a video production and social media intern. Our client could reach out to several universities/colleges locally in her headquarters in Wisconsin to facilitate the internship easily and seek students who are eager to gain experience

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working in television production and social media marketing. Having students who are motivated to participate in these needed responsibilities will take some of the weight off on our client and will ideally continue bringing back interns during the fall, spring and summer. A college student is usually literate in the various social media platforms, allowing for Susy Siel to learn through this process. This internship will also be unpaid so as not to create a financial burden on the organization and instead reward academic credit to save costs. By having someone actively running the behind-the-scenes processes for the video production, it will put our client at ease and make sure someone is dedicated to creating and producing the video campaign. Additionally, having an intern who can manage and handle social media accounts will help engage viewers. Since the baby boomers are our target audience, the intern will implement a strong push on Facebook since baby boomers typically spend eleven hours per week solely on Facebook. The video will be publicly available on every social media account. PART 3: Manage and Update Website One of the major faults of Freedom to Read, Inc.’s website is that essential information about their organization is not easily accessible. Potential ways to solve this issue include making the videos that coincide with the video campaign the first visual on the homepage. This will immediately attract visitors on the site and directly communicate to them what Freedom to Read, Inc. represents. Next, Freedom to Read, Inc.’s vision statement will be stated clearly under a designated tab, as it is important for viewers to know where the company plans on going. Currently, there is a tab titled “Personal Statement,” which seems to belong more in the “About Us” page. The issue with the website now is that the “About Us” page describes the people involved and not the company itself, which is what you might expect. Also, in the “Personal Statement” tab, there is too much text into one page about the origin of the organization, history of Susy Siel and expressions of Freedom to Read, Inc.’s goals. Additionally, there should be a more tangible way to donate to Freedom to Read Inc. The current system is complicated and directs you to another page. Everything should be done on the one page without redirecting and you should easily see on the front page where to click to donate. Lastly, the newsletter will be available on the website and through email it will be updated monthly. This will increase our community relations and build a stronger connection to our contributors. In conclusion, in fixing the website, Freedom to Read, Inc. will secure a significant number of followers because it’s the first platform people go to in an effort to stay informed.

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Strategy Timeline JANUARY 2017

• Take initial steps to clean and update website to attract more donors • Start bringing a strong social media presence and increase usage weekly • Initiate partnerships with Libraries Without Borders and Room to Read

FEBRUARY 2017

• Reach out to colleges and universities to recruit a Video Production intern and Social Media intern to work seasonally (Fall, Spring and Summer)

• Begin initial steps to brainstorming ideas for the first of the three videos within the campaign

• Reach out to donors through the Freedom to Read, Inc. newsletter to acquire funds that can help catalyze the video production equipment

APRIL 2017

• Secure interns who will begin work in summer 2017 • Continue to stay up to date with the website and start managing Facebook

account to utilize social media until the intern takes over JUNE 2017

• Obtain interns starting in June and, using the funds allocated from donors, endorsers and partners, fly out to Eleuthera to begin video production

• Post on Facebook, Instagram and Snapchat weekly giving updates on video production and library construction

• Channel our target audience, the baby boomers, and offer benefits to donating to Freedom to Read, Inc.

• Create advertising material that can be used effectively on the website

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SEPTEMBER 2017 • Prepare for editing of the initial video in the campaign and advertise on social

media platforms that we are launching the video in November 2017 (3 months out)

• Meet our goal of securing 5,000 likes on Facebook, 500 followers on Twitter and 500 followers on Instagram

• Hire new interns to handle the video editing process and social media management

NOVEMBER 2017

• Finalize end product of our awareness of Freedom to Read, Inc. video • Official launch date: November 12th, 2017 • Release video on YouTube and Facebook → additionally, promote via shares

and likes JANUARY 2018

• Evaluate results from the first video launch • Determine what went well and what could have gone better through marketing

the release to use for the next video in the campaign • Begin preparation for next video, not to be released until July 2019 • Continue advertising across Facebook and through the website to target the

baby boomers and increase donors MARCH 2018

• Implement additional tasks for social media intern and brainstorm new ways to promote Freedom to Read, Inc. across more communications channels

• Create merchandise that can be sold via the homepage all in reference to specific points made in the first video (quotations, mission statement, logo, etc.)

o Apparel o Notebooks o Pens/pencils

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DECEMBER 2018 • Prepare for the holiday season and initiate calls to action to enhance the amount

of donations to Freedom to Read, Inc. • Reach goal of obtaining more press from online publications • Continue participating with Libraries to Read and Room to Read • Look for new partnerships to grow overall awareness of Freedom to Read, Inc.

MAY 2018 • Launch second video on the video campaign series created over the course of

the spring • Heavily use YouTube as a channel to increase awareness of the campaign → first

thing you see on the website • Have designated partnerships help promote the second video release

AUGUST 2018

• Measure and evaluate video success rate • Determine the best ways to strategize for the third video in series • Continue using social media as a target, keep growing with the baby boomers

on Facebook and create a push with Instagram for the younger generations JANUARY 2019

• Prepare for the new year and establish a finalized game plan for third video creation

• Set goal to increase press coverage by 30% by summer 2019 • Secure new interns to help with the final video project → biggest and most

important video in the series MARCH 2019

• Reach out to nonprofits that support literacy-improvement for less fortunate families and see which companies have an interest in launching articles about the final video launch

• Make a heavy push on social media getting everyone ready for July 2019 launch • Officially secure further partnerships who support Freedom to Read, Inc. • Reach goal to increase press coverage by 30%

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JULY 2019 • Completely edit final product for the third video • Official launch date: July 18th, 2019 • Promote the launch date and release on YouTube, Facebook and the website • Measure and evaluate overall campaign at the end of the month

Evaluation

OBJECTIVE 1: Brand Awareness

1. STRATEGY 1 - Video Campaign: In order to evaluate our progress with increased brand awareness, our video campaign will be evaluated one month after the release date to determine how effective it is. The Freedom to Read, Inc. team will have a debrief period to discuss what went well and what could have gone better in preparation for the next video to be released. Additionally, a survey will be released on the Freedom to Read, Inc. website and across other social media pages to ask loyal contributors to the organization what they thought of the video and aware they. Hiring interns will also help with tracking how many people the video has reached over the communications vehicles listed in this proposal.

2. STRATEGY 2 - Social Media Presence: By hiring interns to help with social

media strategies and video content creation, the video campaign will be executed smoothly and more efficiently with extra hands to help. The social media intern will track the number of visitors each month on Freedom to Read, Inc.’s website and gather the number of followers and likes acquired through Facebook, Instagram and YouTube pages.

OBJECTIVE 2: Web Development

1. STRATEGY 1 - Manage and Update Website: To measure Freedom to Read, Inc.’s impacts, 6 Pack PR suggests monthly assessments of website usage to track how many people we are reaching. This will be done by conducting

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analytics through the free source, Google Analytics, on the website and through the Facebook page. Evaluating the website through these tools will help estimate a promising return on investment. Additionally, Freedom to Read, Inc. will update its pages and create an FAQ page to hopefully decrease the amount of questions that may be asked. There will be comparisons between web activity and which pages are viewed most frequently.

OBJECTIVE 3: Community Relations

1. STRATEGY 1 - Newsletter Communication: Measuring community relations will be determined by the amount of new people that have signed up for the newsletter. In addition, any new followers on the various social media platforms will be evaluated to compare and contrast new and old data. This will help to see the type of people subscribing to inform these niche audiences of any new ways to help Freedom to Read, Inc.

2. STRATEGY 2 - Tracking Donors: Donors will be measured on a monthly basis

and tracked to see if number of donations increase with the presence of social media, the video campaign and website development.

This evaluation process will consist over the course of the first year and a summarization of all the results will be collected to view the overall progression. These evaluations will be used to assess Freedom to Read, Inc. since beginning its campaign and evaluations should be measured each calendar year to move forward and grow the organization.

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Fees 6 Pack PR hourly rate: $150/hr

• 60 hours worked on this proposal: $9000

Research and Marketing plan if proposed plan is developed: $130/hr • Estimated 50 hours: $6,500

Social Media Strategies and Website Development: $175/hr

• Estimated 120 hours: $21,000

Video Creations: $1,200/day • Estimated 1 day per video: $1,200

Intern:

• Film intern: This position could be to film the video content that would be used on Freedom to Read, Inc.’s social media

o Paid per hour: $10 o Free if intern receives credit by the college

• Social Media and Web Development intern: This position would be someone who would be in charge of maintaining the various social media accounts. They will upload content and be sure to watch the analytics of the trafficking on each platform. This intern is preferably a rising sophomore, junior, or senior in college and may be a professional if the option presents itself.

o Paid per hour: $10 o Free if intern receives credit by the college

TOTAL: $37,700

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Project Team

PHOEBE ERTEL is a sophomore Integrated Marketing Communications Major and Graphic Design Minor major at Ithaca College. Phoebe is involved in a variety of clubs on campus such as PRSSA, HiFashion Studios, Women in Communications, writing for Her Campus, running social media for SGA, and volunteering with internationally recognized group Girl Up. Phoebe is looking to focus her IMC degree on Public Relations or Social Media Marketing in the

fashion or sports industry. Phoebe also plans to study abroad junior year at the Ithaca College London program. Outside of the classroom she loves spending time with friends, blogging, and watching the Boston Bruins.

ELISE LITTLEFIELD is earning a Bachelor’s Degree in Integrated Marketing Communications with a minor in Theater at Ithaca College, graduating in May 2019. Elise has a passion for music and is the Community Ambassador for the Bureau of Concerts at Ithaca College, as well as being a DJ on Ithaca’s award winning radio station. In addition, Elise is also the founder of several online safe-space communities such as yikespotting and thankspotting.

LAUREN CARLSON is a sophomore at Ithaca College majoring in Integrated Marketing Communications. She recently transferred to Ithaca this Fall. At her previous college she majored in Communications and minored in Psychology. At Ithaca, Lauren is currently running social media accounts for two ICTV shows this semester. She is also a leadership scholar and a soon-to-be member of both Ithaca College’s Public Relations Student Society of America (PRSSA) and American Advertising Federation (AAF) on campus.

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TYLER LUSSLOW is a sophomore at Ithaca College majoring in Integrated Marketing Communications. He has had experience using social media tools such as hootsuite in addition to experience with most social media platforms. Previously interned with doNYC entertainment working to help promote the 2015 annual Governors Ball festival on Randall's Island NYC.

PHILIP PERRICELLI is a sophomore Integrated Marketing Communications major at Ithaca College. On campus he is a Special Event Manager with Campus Center and Event Services, Treasurer of Ithaca College’s Public Relations Student Society of America (PRSSA), and a Leadership Scholar. His experiences at school allowed him to complete an internship for an insurance company this past summer in Manhattan where he developed event seminars and a thorough new business plan for his department. As much as he loves Ithaca, this spring he will be studying abroad at Ithaca College’s London Center. Philip’s future

plans include working for a marketing experiential or event production company in Manhattan as well as travel the world.

RACHEL YALOF is a junior Communication Management and Design major and Psychology minor at Ithaca College. She is from Glastonbury, CT and spent this past summer based in NYC performing a Public Relations Internship at the PR firm Kucerak & Company. On campus, Rachel serves as the Executive Chair of the Student Activities Board, Peer Career Advisor at Career Services, a Student Assistant also at Career Services and an Exploratory Peer Mentor for the Exploratory Program. Additionally, she will be studying abroad at the Ithaca College London Center in England this upcoming Spring. When not doing

school work or extracurriculars, she can be found socializing with friends, listening to music and taking photos of Ithaca sunsets. Fun fact: her Myers Briggs type is ENFP.

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Appendix A – 1: Social Media

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A – 2: Survey

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FOR RELEASE ON For more information, please contact: For immediate release Philip Perricelli

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pperricelli@sixpackpr.com

LITERACY CHARITY LAUNCHES VIDEO CAMPAIGN HIGHLIGHTING EFFORTS IN THE BAHAMAS

Freedom To Read Inc. {Ithaca, New York} - {October 21st, 2016} -- Freedom to Read Inc. is a nonprofit organization that is committed to benefiting literacy opportunities for children in the Bahamas. It was started in 2008 by Susan Siel and has grown to an organization of literary excellence with eleven libraries in Eleuthera, Bahamas. In order to promote the initiatives and actions of Freedom to Read Inc., we recently created a video campaign acknowledging their mission and vision, the progress they’ve made thus far and what they foresee in the future. The first video in the series is to be released on June 18th, 2017 and will be accessible via YouTube, Vimeo, Facebook and the company website. Freedom To Read Inc. is launching a video campaign to raise awareness about literacy issues in the Bahamas, specifically Eleuthera. Audiences will expect featured videos that expresses the unique initiatives it takes in the Bahamas with the additional value of how people can help. This video series will be debuted to show various efforts of Freedom to Read, like the stories of the people they’re helping in addition to the organization. The video series will highlight how vital libraries are to these communities, and how they provide opportunities where resources are scarce. Founder Susan Siel stated how “every kid should have the opportunity to show their capabilities. These libraries are an avenue for opportunity,” as these children could potentially be the ones to find the cure for cancer or develop new technologies. Through this campaign, the CEO and founder hopes to increase funding for this not-for-profit and eventually expand this organization to help other locations in the Bahamas. The video campaign will be advertised throughout the United States, with heavy promotions in urban cities due to the easy spread of news because of large populations. We are expecting mass reach due to the versatility of this campaign as Millennials and the attraction to the Bahamas as a tourist attraction. This video is expected to be released by the Summer of 2017. About 6 Pack PR: Six pack is a group of six young entrepreneurs who are passionate about refocusing company brands and marketing through public relations awareness. As an agency we look at strategies and creating tactics in making a project that will be beneficial for our clients.

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