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Table of Contents & Summary
Table of Contents Executive Summary
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Swiss Miss Hot Cocoa Mix is an instant hot chocolate mix owned by ConAgra Brands. For more than 50 years, Swiss Miss has been created with farm fresh milk and packaged in the United States. The mission for this advertising campaign is to emphasize the fact that Swiss Miss is a convenient, calorie worthy way to spend time with loved ones. Our big idea, “Instant Quality Time,” focuses on that idea because Swiss Miss offers an opportunity to make memories with the people you love most. This is important because our target market, On-the-Go Givers, consists of women ages 25-49 who live hectic lives as professionals and mothers and rarely have time to stop and enjoy life’s simple moments. Through a variety of magazine, newspaper, online and television advertisements, we will appeal to our specific target market and convince them that Swiss Miss Hot Cocoa Mix is a low calorie treat that is made to be shared with loved ones.
1- Executive Summary 2- Agency Identity 3- History 4- Environmental Analysis 6- Competitor Analysis 7- SWOT Analysis 8- Objectives & Budget 9- Research 10- Brand Value Proposition 11- Target Market 12- Campaign Strategy 13- The Big Idea 14- Creative Strategy 15- Creative Executions 17- Creative Testing 18- Media Objectives & Strategy 19- Media Mix 23- Media Schedule & Budget 24- Brand Activation 26- Evaluation 27- Appendices 28- Creative Brief 29- Agency Profiles 32- References
Agency Identity
At Clearcase Agency, we are dedicated to creating the best solutions in advertising and marketing communications. Our six associates strive to provide the best possible campaigns for all industries. We give our clients clear, thoughtful ideas that align with their beliefs and emphasize our commitment to remaining transparent and insightful. The teamwork that comes from Clearcase Agency has proven to be effective through extensive research and communication, Our goal is to give our clients exactly what they’re looking to accomplish with clear, successful campaigns.
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Clear Communication
Effective Research
SMART Goal Setting
Creative Brainstorming
Strong Execution
Insightful Evaluation
History
Early 1950s
Early 1960s
1962
1963
Late 1960s
Sanna Dairies in Wisconsin began creating an “instant cocoa mix” while manufacturing instant dry milk. It was originally served on airplanes.
Swiss Miss is sold to grocers as “Swiss Miss Instant Cocoa Mix.”
Swiss Miss debuts their first packaging design, featuring an “old world” aesthetic, with decorative flowers and an old calligraphy typeface.
Swiss Miss begins selling Swiss Miss Dolls as part of their marketing strategy.
Beatrice Foods buys Sanna Dairies.
Early 1970s
1986
1990
2006
2010
Swiss Miss introduces a Claymation doll to star in advertisements.
Swiss Miss updates their packaging by using a light blue image of the Swiss Alps and a new logotype with slightly arched capital letters.
ConAgra Foods buys Beatrice Foods.
Wallace Church updates Swiss Miss logo to include a blue background.
Swiss Miss introduces its current packaging and the “Marshmallow Madness” flavor. 3
Environmental Analysis
Sociocultural Forces
Technological Forces
Consumers today are always on the go and continue to choose items that are convenient for their fast-paced lifestyles. For a family that is overwhelmed by hectic schedules including work, clubs and other activities, Swiss Miss provides the opportunity to come together and spend time with one another. Social media can often get in the way of family time and Swiss Miss can be used to help families come together without distractions. The instant cocoa mix is perfect for a fast-paced family, and allows for more time to be spent with one another.
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Over the past few years, Keurig Cup single brewing machines have become increasingly popular. As this technology has become more widely available, the immediacy of Keurig Cups have made it even easier to make hot cocoa. Swiss Miss can increase their hot cocoa sales to the market of Keurig Cup users by leveraging Keurig Cups as an easier alternative to the original packets. Competitors who offer mocha drinks, such as Starbucks and Dunkin’ Donuts, are fulfilling the chocolate fix that hot cocoa provides for customers. The advancement of the Keurig Cup allows Swiss Miss to pull away from their competitors who are offering replacements for hot cocoa.
Environmental Analysis
Competitive Forces
Economic Forces
For more than 50 years, Swiss Miss has been making a blend with real milk that is conveniently packaged in individual slips. Over time, the instant hot cocoa mixes have seen a lot of competition from different types of instant cocoa mixes. Its major competitors are Nestle Hot Chocolate, Ghirardelli Hot Cocoa and Starbucks Hot Cocoa Mix. Swiss Miss’ packaging gives it a competitive advantage over other brands that package their products in bulk or using a syrup base because the individual powder slips are easier to dispose of and more convenient.
In 2015, the import for chocolate reached an all-time high of 7.1 million tons. This demand was caused by a surge in the production of chocolate and lead to a 40% price increase. As a result, people have looked for alternatives to try and find a replacement for cocoa to satisfy this enormous demand. Scientists have found that wild mangoes could potentially serve as a substitute for cocoa butter. These scientists have reported similarities between mangoes and cocoa butter in terms of the light colored fat and fatty acids. For Swiss Miss, this replacement for cocoa could be just what they need to steadily provide their customers’ with their classic, nostalgic, instant hot cocoa.
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Competitor Analysis
• Strong brand loyalty • Strong brand recognition • Highly diversified company
with many resources
• Controversy over cocoa bean/child labor issues
• High cost for launching new brands
• Poor social media presence
Strengths
Weaknesses
• Strong brand equity • Loyal customers • Excellent customer service
• Expensive • Products not easily accessible • Limited flavors
Strengths
Weaknesses
• Strong brand loyalty • Regarded as high quality • Higher percentage of cacao
used in recipe
• Expensive • Weak advertising • Limited flavors
Strengths
Weaknesses
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SWOT Analysis
Strengths Weaknesses
Opportunities Threats
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• Variety of flavors • Recognizable brand/packaging • Versatile for many different recipes • Popular among children • Associated with winter • Easy to prepare • Low price point • 50 Calorie light products • Gluten-free
• Growing number of competitors • Caffeinated hot beverages are preferred • Consumer perception that hot chocolate
is unhealthy
• Considered seasonal • Considered a treat for special occasions • Non-caffeinated • High in sugar • Viewed as unhealthy • Small market • Hot chocolate is not in high demand
• Keurig Cup • Additional limited edition holiday line • Holiday season approaching
Objectives & Budget
Marketing Objectives In a 5 month long marketing campaign we will increase overall sales of Swiss Miss Hot Cocoa Mix by 7%. This will be achieved by emphasizing that Swiss Miss provides an opportunity to connect with loved ones.
Advertising Objectives Within our target market of women ages 25-49, Clearcase Agency will achieve an 85% comprehension rate and a 70% conviction rate. This means that 85% of our target market will understand our advertising message and 70% will find value in our message and intend to buy Swiss Miss Hot Cocoa Mix. We will achieve an effective reach of 85% with an effective frequency of 4. This means that our advertising message will reach 85% of the target market with a minimum frequency of 4 times per person.
Time Frame The advertising campaign will run for 5 months, beginning in October 2017 and ending in February 2018. Advertising will be light from October through mid-November, heavy from mid-November through mid-January and light again from mid-January through February.
Budget Summary Clearcase Agency was given a media budget of $12 million to distribute accordingly. The strategic allocation of the budget can be seen in the accompanying pie chart. 8
Television Magazine Internet
Newspaper Production
7.7%
17.3%
5%
30%
40%
Research
Research Objectives • Determine overall awareness of Swiss Miss within our target audience. • Determine how Swiss Miss stands out from other brands. • Understand our target, including their demographic, psychographic and behavioristic information. • Discover how members of our target audience consume Swiss Miss. • Uncover the reasons that are keeping our target audience from choosing Swiss Miss.
Exploratory Research To gain insight on the company’s background, strengths, weaknesses and even the type of people that were interacting with Swiss Miss, our team went through Swiss Miss’ website, Facebook, Twitter and reviews on Amazon. In doing so, we discovered many advantages and disadvantages our company has in this market. Some of these being that Swiss Miss has strong brand loyalty, and consumers easily recognize the blue packaging. One disadvantage we learned was that people generally view hot chocolate as unhealthy. We determined that the primary audience who is interacting with Swiss Miss consists of early to middle-aged women ages 25 to 49. Generally, these women are passionate caregivers that live in suburban areas with busy schedules that barely leave time for themselves, thus we came up with the name “The On-the-Go Givers” to represent our primary audience.
Primary Research For our primary research, we conducted a survey that received 207 responses. 196 of these were females ranging in the age of 25 to 64. More than half of those women were married with children. Nearly 85% of the respondents said they consume hot chocolate and 86% said they identify Swiss Miss as their brand of choice. When asked what they associate hot chocolate with, many of the respondents used words such as ‘family’, ‘memories of childhood’, and ‘my kids’. It was clear that hot chocolate was a sweet treat that evoked feelings of nostalgia for these women. When asked what would motivate them to consume more hot chocolate, women responded saying, ‘if it had fewer calories’, ‘if it didn’t make me fat’, and ‘if there was no sugar added.’ Through our campaign we need to emphasize that the nostalgia outweighs the negative health perceptions. 9
Brand Value Proposition
Functional Benefits
Emotional Benefits
Swiss Miss Hot Cocoa is an instant hot chocolate mix. Customers can choose from 11 different flavors including Light and No Sugar Added. Swiss Miss Hot Cocoa is available in most grocery stores and it is affordable. Swiss Miss Hot Cocoa is a convenient option for consumers who do not have the time or resources to make their own hot chocolate. Swiss Miss Hot Cocoa quenches thirst and warms up consumers.
Swiss Miss has been a staple in combating the winter chills for decades. Our customers will be transported to their childhood as they sink into the enveloping warmth and nostalgic flavor of Swiss Miss Hot Chocolate. Our product instantly creates quality time whether it’s between siblings or across generations, and our consumers value those connections. Swiss Miss warms your body and your heart.
Self-Expressive Benefits
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Those who enjoy Swiss Miss are people who are on the go but enjoy quality. We provide a quick yet delicious warm beverage that brings families together, and our consumers know that; Swiss Miss Hot Chocolate customers know quality when they see it. When people see the iconic box, they know they will have a quick, easy, and flavorful drink.
Target Market
Meet Allison
Allison is a 49-year-old account manager from the suburbs of New York. A wife and a mother, she has twin sons currently enrolled in college. Allison is a dedicated mother and would do anything for her sons. On the weekends she and her husband frequently commute to their sons’ lacrosse games to support them in every way. From setting up a food stand to handling apparel, Allison is very involved in her sons’ lives and loves to help out every way she can. That is why she purchases Swiss Miss to keep the fans of the game warm.
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Caroline is a 26-year-old theatre studies student at Columbia University. Caroline currently lives in New York with her fiancé Michael. Their busy schedules rarely leave time for them to relax. When they’re not studying, Caroline and Michael enjoy visiting the local coffee shop where they met, sharing their love for hot chocolate. That’s why Caroline loves to pack a warm carrier of Swiss Miss for her husband-to-be whenever they part in the morning on a cold day. It is a memory of the love of her life and it is something special they will always share.
Meet Jane Meet Caroline
Jane is a 32-year-old stay-at-h o m e m o m . M a n y o f h e r activities revolve around her family. From cooking meals for her husband, to picking up her son Carter after school, Jane is always putting in a little extra love. When she is not taking care of her family, Jane enjoys walking her dog Roscoe in the park or attending her Tuesday yoga sessions. One of her favorite memories of childhood is sharing Swiss Miss with her mom while watching a movie on a cold winter night. That is why Jane loves to buy the family hot coco for those cold, snuggly nights.
Primary: Women Ages 25-49 “The On-The-Go-Givers”
Campaign Strategy
The Challenge
The Key Insight
The Brand Promise
Although Swiss Miss is a very recognizable brand, instant hot cocoa mixes are generally associated with seasonality, high calories and unhealthy additives. Our challenge is to convince consumers that Swiss Miss is not just a seasonal beverage packed with sugar, but a chance to connect with loved ones by drinking Swiss Miss.
“The On-the-Go Givers” are women who live busy lives as mothers, wives and professionals. When it comes to Swiss Miss Hot Cocoa Mix, they mostly drink it with their children or significant others in colder months. We will focus on the nostalgia associated with drinking Swiss Miss and position the product as a calorie worthy way to make memories and spend time with the people you love most.
Swiss Miss Hot Cocoa Mix offers a quick and convenient way to connect with loved ones.
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The Big Idea
Instant Quality Time
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Creative Strategy
Creative Strategy
Art Direction
Copywriting
At Clearcase Agency, we wanted to connect our advertisements to our target audience by their familiarity with technology and the concept of “Instant quality time.” Since smartphone technology is all about receiving messages instantly, we wanted to show how loved ones can come together “instantly” and enjoy Swiss Miss together.
The design elements we chose to incorporate all have a similar look and feel. The cups of hot cocoa will be displayed to showcase the product and the different flavors that Swiss Miss offers. Our research showed that most Swiss Miss drinkers are reminded of cold winter days and cozy fires. For this reason, we chose a wood background for our ads to showcase that cozy feel. The smartphone conversation and packaging were consistent elements in each of the advertisements.
Each advertisement displays copy that is unique to the specific flavor of Swiss Miss Hot Cocoa Mix that our ads portray (Milk Chocolate, Light, Rich Chocolate and Marshmallow Lovers). Our copy explains how difficult it can be to spend time with loved ones, and how Swiss Miss can help with that. We also added our big idea, “Instant Quality Time,” above the information in a color that stands out against the background of the ads. As part of our copy, we include a call to action that encourages our audience to purchase Swiss Miss at their local supermarket or visit the Swiss Miss website.
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Print Executions
Full Page, 4-Color Magazine Advertisements
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FSI & Online Executions
Animated Banner Ad
Online Boomerang Ad for Pinterest
Full Page Free-Standing Insert
(FSI)
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Video Execution & Creative Testing
Creative Testing
Instant Quality Time 30 Seconds
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We strategically tested our ads with women ages 25-49 and received valuable feedback. Multiple respondents said that our magazine ads should have two cups rather than one because it is more clear that two people are sharing Swiss Miss together. Others really loved the different colors that corresponded with the variety of flavors. They also complemented on the consistency of our ads across all executions. One critique that caught our attention was that of a respondent said, “the conversation between Billy and his mom was too corny and unrealistic” so we adjusted the conversation to seem more authentic. All of the women who viewed our ads understood the concept that we were positioning Swiss Miss as a way to spend time with family.
1) Josie, a 30 year old mother, is staying late at work. 2) Josie texts Mark to let him know she will be home late. 3) Mark reads the text and is sad his mom will miss dinner. 4) Audience views texts up close. 5) Mark starts to make Swiss Miss Hot Cocoa for his mom. 6) Josie walks into the kitchen and is surprised by Mark. 7) Josie sits down and shares her Swiss Miss with Mark. 8) Narrator: “In 10 minutes or less, you can enjoy classic hot chocolate with
the classics in your life. Pick up Swiss Miss at your local supermarket today.”
1 2 3 4
5 6 7 8
Media Objectives & Strategies
Media Objectives
Media Strategies
Target Market: Our target market consists of women between the ages of 25 and 49. Generally these women are hard-working, enthusiastic, and caring, with little time for themselves, hence the name “On-the-go givers”. This target market consists of women who appreciate family time and would give anything to feel the love of the ones they care about most. Within this age range, we hope to target mothers who associate hot chocolate with memories of their children. We want them to reminisce about watching their son’s lacrosse game with a cup of warm hot cocoa or helping their children open presents on a holiday morning. We also want to target younger women who may not have children of their own yet, but still value family and connect those feelings with hot cocoa.
Geographic Placement: Our campaign will reach audiences both regionally and nationally across the United States. Different media executions will reach a national audience such as our magazine, Internet and television executions, while our free-standing inserts will be based in the Northeast where it is colder in the winter.
Message Weight: Our message saturation will be much heavier in colder climates such as the Northeast, and will be targeted to outlets that are consistent to our target market.
Reach & Frequency: Clearcase Agency aims to achieve an effective reach of 85% and an effective frequency of 4.
Continuity: Hot Cocoa is generally consumed during fall/winter when the weather is colder. Our agency will therefore go with a flighting campaign. In other words, we will slowly increase our advertising as we lead up to the winter season and slowly decrease our advertising as we transition to warmer weather. We plan to emphasize Swiss Miss Hot Cocoa Mix from October through February and our advertising efforts will be most heavy from mid-November through mid-January.
Media Dimension: Print- (3) Magazine 8.5”x11” 4-Color with bleed Television- (1) 30 second commercial Online- (1) 1 second Boomerang video, (1) Banner 468x60 pixels Free Standing Insert- (1) 8.5”x11” 4-Color with bleed
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Media Mix: Magazines
People Circulation: 3,418,555
Better Homes and Gardens Circulation: 7,645,364
People is a print publication that contains insightful, compassionate and entertaining coverage of the most intriguing people in our culture. From extraordinary people doing the ordinary, to ordinary people caught up in extraordinary circumstances, People magazine covers it all. By revealing the human side to every story, People connects readers to their world. 93% of the readers are women with an average age of 46. Placing our ads in People would help consumers make an emotional connection with our products.
Family Circle Circulation: 4,056,154
Better Homes and Gardens is a print magazine for women that provides information and ideas on how a woman can make their lives better through a number of topics, including: home design and decorating, food and appliances, family health, personal style, and entertaining. With 80.2% of its readers being women, a great portion of our target market would be reached. Putting our ads in Better Homes and Gardens would place our product with the stylistic choices of the modern women in today's society.
Family Circle celebrates today's family and the women at its center. This magazine presents ideas and advice for raising happy and healthy kids, creating a comfortable home, promoting everyday wellness, nurturing rewarding relationships, and having fun. Family Circle has a large circulation with 90.5% of its readers being women. It represents the strong connection that women have with their family, friends, and community. Family Circle would be a great place to emphasize Swiss Miss’ ability to bring people together and create memories that will last forever.
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Media Mix: Online
Amazon.com
Facebook is most popular amongst adults in America, especially women. More than 77% of women are active Facebook users. According to data collected by the Pew Research Center, 79% of women ages 30-49 use Facebook regularly. Facebook already reaches a broad audience, and it will be a vital tool for our advertising because it is the primary social media platform used by our target market.
Pinterest allows users to upload, save, manage, and sort images that pertain to their interests. ExpandedRamblings.com reports that about 85% of these users are females. We plan to use Pinterest to sponsor pins for Swiss Miss Hot Cocoa recipes. Advertising the versatility of Swiss Miss Hot Cocoa Mix will communicate to our target audience, women 25-44, that Swiss Miss can be used for many different recipes.
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Amazon is a global online retailer where consumers can purchase just about anything. According to a 2015 Survata study, 44% of all consumers start their product search via Amazon.com. During the holiday/winter season, while many are shopping for the right holiday gift, Swiss Miss Hot Cocoa will be placed at the top of the Amazon.com website. The placement makes shoppers aware that Swiss Miss is offered online, and also emphasizes that it is a great addition to any holiday party.
Media Mix: Television
The Middle The Middle is a family based show about a middle-class American family. It has approximately 8 million viewers, and it addresses the struggles of a middle-class American family in a humorous way. As such, the show attracts an audience of all demographics. Mostly, however, the show attracts families. Many parents, particularly mothers, enjoy the show. This audience is exactly what we are hoping to reach, so it makes sense for us to place our commercial during this show.
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The Big Bang Theory The Big Bang Theory is a show that attracts family audiences due to its humor. It has approximately 19 million viewers, making it one of the top watched shows in America. Not only does it have a broad appeal, it also targets audiences between the ages of 20 and 40. Because this show features characters that are in that age range and situations that are relatable to those people, it is a good choice for our advertisements. In addition, this show has a broad enough appeal to access the women we are looking to reach.
Modern Family Modern Family, reaches out to a multitude of different types of people. It has approximately 10 million viewers from various demographics. The show has a very diverse cast of characters that can resonate with many different forms of family, not just the traditional family that we have primarily been able to reach. By targeting viewers of the show, we hope to branch out our brand recognition to all families and ultimately convince them to buy more Swiss Miss.
Media Mix: Newspaper
According to ReachInfluence.com, 80.6% of U.S. consumers use coupons regularly. In addition, 78% of women ages 25-49 reported finding coupons in print mediums such as newspapers. We will use $920,000 for one full-page Free-Standing Insert (FSI) in 46,000,000 newspapers nationwide. We have chosen to run the FSI in the New York Times because The New York Times is available regionally as well as nationally and it is a popular newspaper for our target audience, especially on Sundays. We will schedule the FSI to run two weeks before Christmas to encourage consumers to purchase Swiss Miss for gatherings during the holiday season. FSIs maximize consumer attention and awareness. Advertising in this media platform will help us reach women in our target market who buy newspapers every week and clip coupons.
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The New York Times Circulation: 1,105,573 (Sundays)
Media Schedule & Budget
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Brand Activation
#1: Quality Time in Times Square
#2: Winter on Wheels
Our first brand activation technique is called “Quality Time in Times Square.” The goal is to further convey our brand position as the go-to quick and easy family brand. We will have a large “phone” display in Time Square on which passers by can video chat with family or friends who are not with them in NYC. The screen will display the location of the call to show the scope of our ability to bring families together. At the event, we will also promote our hashtag #InstantQualityTime and have a kiosk to serve Swiss Miss hot chocolate. We will share some of the calls and promote our event on our social media pages.
Our second brand activation will be “Winter on Wheels,” The concept is to bring winter to warmer areas of the U.S. to try and help make our brand relevant in warm climates. The “mobile winter” will consist of a truck to make fake snow and an inflatable snow globe that families will have the chance to take photos inside of, creating the illusion of winter as a backdrop. We will also have a tent set up in front of our truck with a hot chocolate bar as well as fake snow. All attendees will be given a commemorative Swiss Miss mug to drink Swiss Miss Hot Cocoa from in the future. This tour will stop at 15 large cities across the United States. We will again be promoting our hashtag, #InstantQualityTime, and share the experience on social media platforms followed by our target market such as Instagram and Facebook.
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Chatting with Ithaca, NY
Brand Activation
#3: Instant Quality Time with Swiss Miss Sweepstakes
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Our third brand activation idea will be called “Instant Quality Time with Swiss Miss Sweepstakes.” Most of our respondents said they drank hot cocoa at their children’s sports games so we would like to incorporate sports in our campaign. For this idea, we will partner with large university football teams to sponsor a sweepstakes. Upon entering the stadium for these college football games, attendees will be asked to fill out their information to be filmed by our “Family Cam.” The camera will capture moments during the game where families and friends are spending time together. During the game, we will do instant replays of these family moments and those captured on screen will be entered to win a family trip to the Super Bowl. The next 50 people will receive an “Instant Quality Time” Swiss Miss Hot Chocolate crock pot to prepare Swiss Miss as well as materials to host a Swiss Miss Super Bowl viewing party.
Family Cam
Evaluation
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The goals of our campaign are to increase comprehension by 85%, increase conviction by 70%, and increase sales by 7%. We predict that we will be able to achieve these objectives by strategically placing our advertisements in the appropriate media vehicles and brand activation tactics. The table and graphs below outline the expected progress we’ve predicted, for comprehension, conviction, and sales as a result of this campaign.
Appendices
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Creative Brief
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Creative Brief: Swiss Miss Hot Cocoa Mix
Objectives
Our objective for this campaign is to increase the overall sales of Swiss Miss Hot Cocoa Mix by 7%. We will evaluate the campaign as successful if we achieve an 85% comprehension rate and a 70% conviction rate. Our goal is to obtain an effective reach of 85% and an effective frequency of 4. Target Market
The ad campaign will target The On-the-Go Givers, or women between the ages of 25 and 49 who are passionate caregivers that live in suburban areas and have busy schedules. Advertising Problem
Through our research, we found that many women in our target market did not choose to drink hot chocolate regularly because it was viewed as high in calories, and contained a lot of sugar as well as other unhealthy additives. We also found that most women in our target audience associate Swiss Miss with family, memories of childhood, and their children. The existing advertisements for Swiss Miss Hot Cocoa Mix communicate that Swiss Miss is a way for women to treat themselves. This message does not address that our On-the-Go Givers live hectic lives and often spend more time caring for others than themselves. We will solve this problem by positioning Swiss Miss not only as a calorie worthy way for women to treat themselves, but also as a convenient way to spend quality time with friends and family. Underlying Emotional Need
Many On-the Go Givers look forward to making memories with people they love but cannot always take the time out of their busy schedules to do so. With limited free time, these women are seeking convenient ways to connect with others while balancing their other responsibilities. Key Message
Swiss Miss Hot Cocoa Mix offers a quick and convenient way to connect with loved ones. Mandatories
Swiss Miss logo, Swiss Miss Packaging, Call to Action
Agency Profiles
Kristen Andrews is a sophomore Integrated Marketing and Communications major at IC, with a minor in Accounting. Born and raised in Vermont, her favorite time to drink Swiss Miss hot chocolate is after a long day skiing on the slopes. On campus she is involved in the American Marketing Association and Club Field Hockey. Her course load for the current semester includes Advertising, Legal Environment of Business, Public Relations, Financial Accounting, and the Studies of Shakespeare. For the Spring 2017 semester, she plans to study abroad in Barcelona, Spain to expand her knowledge of marketing in a different culture.
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Trenton F i r s te r i s a sophomore In tegrated Market ing Communications major from Rochester, NY. Trenton has memories of his mother making Swiss Miss for him and his dad after hours of shoveling snow and playing outside. At Ithaca, he pursues music as a passionate hobby, and focuses on excelling in his school work. He hopes to someday work for a PR firm managing accounts and designing engagement programs.
Agency Profiles
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Jhonny Perez is a junior Integrated Marketing Communications major at Ithaca College. Born and raised in New York City, Jhonny remembers drinking Swiss Miss hot chocolate as a kid after sledding in Central Park with his family. At IC, he is involved in Students Today Alumni Tomorrow and serves as a Peer Career Advisor at the Office of Career Services. He is passionate about sports, traveling, and exploring exotic foods. During the Spring 2017 semester, Jhonny will be studying abroad in Dublin, Ireland.
Evan Stein is a senior Integrated Marketing Communications major at Ithaca College, expected to graduate in 2017. He’s currently employed as the audio department manager at Well Said Media, located in downtown Ithaca. His music and graphic work have been featured in the popular culture and music magazine, The FADER. Previously, Evan spent an extended period of time living in London, England while working at Blurb, a Music PR firm. His hobbies include producing music, collecting vinyl, and graphic design.
Agency Profiles
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Melissa Symanski is a junior Communications Management and Design major with minors in Integrated Marketing Communications and Business. Melissa grew up drinking Swiss Miss hot chocolate after long days of playing out in the snow with her three siblings. Outside of classes, Melissa is involved in the American Marketing Association and IC Project Generations. She is passionate about movies, food and travel. For the past year and a half, Melissa has been working as a Marketing Intern for BorgWarner Morse Systems Ithaca and she plans to continue on there for the Spring 2017 semester.
Madelyn Turkington is a junior Integrated Marketing Communications major at Ithaca College. She has a strong background in the arts and transferred to Ithaca from the Savannah College of Art and Design her freshman year. She hopes to follow in her mom’s footsteps with a career in marketing. Maddy has lived in southeastern Michigan her whole life and absolutely loves it there. She remembers drinking Swiss Miss hot chocolate after sledding with her brother in the snow. Her interests include photography, travel, and being outdoors. Maddy will be spending the Spring 2017 semester studying abroad in New Zealand. In the future, she hopes that she will have a job in the marketing/advertising field that combines her love of photography and travel.
References
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• Better Homes and Gardens. (n.d.). Retrieved November 25, 2016 from http://next.srds.com.ezproxy.ithaca.edu:2048/nmp/datacard/show/10908
• Berlinger, Joshua. (2016, September 5). Retrieved November 30, 2016 from http://www.cnn.com/2016/09/04/health/chocolate-shortage-mangoes/
• Carter, Brandon. (2016, September 2). Retrieved November 30, 2016 from http://blog.accessdevelopment.com/ultimate-collection-coupon-statistics
• Duggan, Maeve. (2015, August 19). The demographics of social media users. Retrieved November 20, 2016 from http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
• Ghirardelli Hot Cocoa. (n.d.). Retrieved October 17, 2016 from https://www.ghirardelli.com/shop-1/bulk-professional/hot-cocoa-mix-cases.html#mEmc1BjkYdT0BfPd.97
• Gura, David. (2013, October 23). Retrieved November 25, 2016 from http://www.marketplace.org/2013/10/29/economy/chocolate-lovers-beware-cocoa-prices-near-record-highs
• Family Circle. (n.d.). Retrieved November 25, 2016 from http://next.srds.com.ezproxy.ithaca.edu:2048/nmp/datacard/show/10911
• Marvin, Ginny. (2015, October 8). Amazon is the starting point for 44% of consumers searching for products. Retrieved November 23, 2016 from http://marketingland.com/amazon-is-the-starting-point-for-44-percent-of-consumers-searching-for-products-is-search-losing-then-145647
• Nestle Hot Cocoa Mix. (n.d.). Retrieved October 17, 2016 from http://www.nestleusa.com/brands/drinks/nestle-hot-cocoa-mix • O’Neil Bellomo, Rheanna. (2016, January 15). Retrieved November 30, 2016 from http://www.delish.com/food-news/a45573/
cocoa-shortage-could-limit-world-chocolate-supply/ • People. (n.d.). Retrieved November 25, 2016 from http://next.srds.com.ezproxy.ithaca.edu:2048/nmp/datacard/show/10909 • Smith, Craig. (2016, November 17.) Pinterest statistics and facts. Retrieved November 23, 2016 from http://
expandedramblings.com/index.php/pinterest-stats/ • Starbucks Hot Cocoa Mix. (n.d.). Retrieved October 17, 2016 from https://www.starbucks.com/ • Swiss Miss Brand History. (2011, August 12). Retrieved October 15, 2016 from http://brandingsource.blogspot.com/2011/08/swiss-
miss-brand-history.html • Swiss Miss Hot Cocoa Mix. (n.d.). Retrieved October 15, 2016 from http://www.swissmiss.com/ • The New York Times. (n.d.). Retrieved November 30, 2016 from http://next.srds.com.ezproxy.ithaca.edu:2048/nmp/datacard/
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