Strategic writing: MEMO, News Release, Media Advisory, Strategic Message Planner.

1. MEMORANDUM
Date: Nov. 3, 2016
To: William Wheeler, Director of Special Project Development & Planning
From: Di Nan
Special Consultant of MTA
220 W. 107 St.
718-213-1075
dn2417@columbia.edu
Subject: MOSQUITO CLUSTERS solution
The issue of mosquito clusters in trains and at subway stations has raised concern for virus spread.
Last summer, we received more than 200 calls from riders complaining that they got bitten by
Asian Tiger mosquitoes and had infections. Meteorologists have announced the coming winter
will be mild, which probably will create another bumper crop of mosquitoes next year.
There are three possible solutions. First, systematically drain the foul water from the tracks. The
stagnant, stinky pools of water are where mosquitoes breed rapidly. Thus, MTA should regularly
remove standing water from the tracks once a month. Second, frequently spray pesticide both in
the trains and at the stations throughout spring and summer. MTA should ask their cleaning staff
to spray pesticide simultaneously when they clean. Third, put ads in trains and busy stations such
as Times Square and Grand Central, educating riders to take precaution against mosquitoes. Then
offer free bug spray designed exclusively for human use at major transfer stations.
I recommend the first solution. Precautionary measures are more effective than remedial steps. For
one thing, eliminating the foul standing water will prevent mosquito population from growing.
Also, cleaner stations will establish a better image of MTA and New York City. The other two
solutions could cause a controversy about whether the pesticide used in trains and the spray offered
for riders are harmful to the riders’ health. Moreover, both types of sprays could produce
unpleasant odors, leading to an even more uncomfortable riding experience.
Thank you very much.

2. Email Subject Line: [DEGAS launches high performance anti-aging products]
DEGAS News Release
For Immediate Release
Nov. 16, 2016
DEGAS is here to make you look 10 years younger
An Eastern yeast secret can stop the aging process on your face.
US skin care brand DEGAS makes its debut on Nov. 9 with a collection of highly effective anti-
aging beauty products. The brand also launches an e-commerce website, www.degaskin.com,
where customers can buy the collection.
A scientific discovery in 1996 inspired the invention of DEGAS. Scientists found the elderly
brewers in a small village in Nepal had exceptionally youthful, smooth hands. After years of
studying this phenomenon, they discovered the secret—the brewers’ hands had constant exposure
to a local yeast strain during the fermentation process.
DEGAS’s products have the same key ingredients as the yeast strain. “The National Skin Centre
has approved zxinc, the essential component of the Nepal yeast, which is extraordinarily
efficacious in preventing and eliminating wrinkles,” says Tracy Degas, the CEO of Degas Skin
Care.
“We are proud to be the pioneer,” says Tracy Degas. “After a decade of intensive research and
experiments, it is so exciting to see our anti-aging product line come to fruition.”
“People say that at 20 years old you have the skin you were born with, but at 50 you get the skin
you deserve. Now it is time to invest in your skin—you don’t want to be the one that looks oldest
among your girlfriends when you reach 50. And it is never too late to make remedies—give
yourself 14 days to witness the miracle of a younger face!” Tracy Degas said at the press
conference.
Besides DEGAS’s official site, customers can also find the products at Macy’s, Bloomingdale’s,
Nordstrom, and Saks Fifth Avenue. For more information on Degas Skin Care, please visit
www.degaskin.com, or communicate with the brand on Facebook@ DegasSkinCare and Twitter@
degaskin.
###
For More Information:
Di Nan
Director of Media Relations
718-213-1075
dnan@dagaskin.com

3. Email Subject Line: [Keys University supports a student march to protest the election of Donald
Trump TONIGHT]
Media Advisory
For Immediate Release
Nov. 17, 2016
Keys University to support a student protest against the election of Donald Trump
What: Keys University will support a student protest of the election of Donald Trump. The
undergraduate student group, Coalition for Diversity, is organizing the protest march. To show a
commitment to Keys University’s core values of diversity and tolerance, the official university
administration will join the march and be available to the press.
Who: Michael Lin, Associate Dean for Students Affairs at Keys University, will join the student
protest march when it ends.
Where: Protestors will march from Alicia Keys Tower to Union Square. Michael Lin will be
available to speak to the press in front of George Washington Statue when the march ends.
When: The march begins at 7 PM. Michael Lin will be available to the press when the march
ends around 9 PM.
###
For More Information:
Di Nan
Director of Media Relations
718-213-1075
dinan@keys.edu

4. Strategic Message Planner: Silk Soymilk
Advertising Goal
To help change the brand image of Silk Soymilk from a low-nutrient substitute for dairy milk to a highly
nutritious and flavorful milk option.
Client: Key Facts
• Silk is a brand of dairy-substitute products owned by the WhiteWave Foods Company.
• Silk offers a variety of plant-based food and beverages, including soymilk, almondmilk, coconutmilk,
cashewmilk, creamers, and dairy-free yogurt alternatives.
• Launched in 1996, Silk became the first refrigerated soymilk brand in the United States. It is an
international leader in the production of soy-based diary alternatives.
• Silk has been a supporter of Farmer Aid since 2002. Silk was a five-year recipient of the Green Power
Leadership Award from the U.S. Department of Energy and the Environmental Protection Agency (2004-
2008).
• Silk primarily sells its products to supermarkets such as Whole Foods, drug stores such as Duane Reade,
mass market retailers such as Walmart in the United States and Canada.
• Total sales of Silk Soymilk in the United States in 2015 were $242 million.
Product: Key Features
What Is the Product?
Silk Soymilk is a highly nutritious and flavorful non-diary milk that is extracted from soybeans.
• Silk Soymilk contains 50% more calcium, less saturated fat and calories than diary milk.
• Silk Soymilk is blended with other ingredients, including vitamins, minerals, and natural flavorings.
• Silk Soymilk is a good source of soy protein.
• Silk Soymilk is 100% free of dairy, lactose, gluten, casein, egg, MSG (monosodium glutamate),
cholesterol and artificial colors & flavors.
• Silk Soymilk is verified by the Non-GMO Project’s product verification program.
• Silk Soymilk features 11 different flavor choices.
• Silk Soymilk sells for approximately $3.29/carton.
What Is the Purpose of the Product?
• The purpose of Silk Soymilk is to provide nutritional and flavorful non-dairy milk for a healthy lifestyle.
• Product testing has shown that Silk Soymilk improves health.
What Is the Product Made of?
• Silk Soymilk is extracted from soybeans. It is made from a pure vegetable source.
• All its soy beans are sourced from North America, including organic and non-GMO soybeans.
• Ingredients are filtered water, whole soybeans, cane sugar, sea salt, carrageenan, natural flavor, calcium
carbonate, vitamin A palmitate, vitamin D2, riboflavin (B2), vitamin B12.
Target Audience: Demographics and Psychographics
The target audience is women aged 25-54 who are health conscious. They are also concerned with their
appearance and weight. They have a career with a median household income of $55,775. In their spare time,
they do yoga or go to the gym. They are positive women who love nature and traveling. They want to stay
healthy without compromising on taste. They enjoy having a broad range of food choices. They feel good
about themselves knowing that what they drink is high in nutrition and low in fat and calories.

5. Silk Soymilk SMP–2
They drink Silk Soymilk to obtain nutrients every day, in order to compensate for their busy lifestyle.
Some of them are lactose-intolerant or vegetarian. They choose Silk Soymilk because it is free of lactose
and made from a pure vegetable source.
Product Benefits
• Silk Soymilk have 11 different flavors: You have choices and will enjoy the variety.
• Silk Soymilk is low in fat and calories: You will lose weight.
• Silk Soymilk is a good source of soy protein: Good for your heart because soy protein can help fight
coronary heart disease.
• Silk Soymilk is plant based, non-diary milk: A “safe” choice if you are lactose-intolerant or vegetarian.
• Silk Soymilk has 50% more calcium, added nutrients and no artificial ingredients: You will meet your
daily nutritional needs and live healthily.
Direct Competitors and Brand Images
• Soy Dream: The target audience thinks that this brand has a variety of soymilk types and rich taste.
However, high calories make it less healthy.
• Earth Balance: The target audience believes that this brand has more health benefits that other brands,
however, there is a limited variety of soymilk flavors.
• Store Brand: Major store brands include Costco, Trader Joe’s, and Walmart. The target audience sees
these brands as low-cost choices. However, store brands may not be as high-quality.
Indirect Competitors and Brand Images
• Diary Milk: The audience believes that diary milk is a great source of calcium and vitamin D. It is good
for bone health. However, diary milk is not lactose-free, and relatively high in calories and saturated fat.
• Coffee Creamer: Major brands include Coffee Mate and Bailey’s. The target audience sees coffee creamer
as a delicious non-dairy drink with a rich, creamy taste. But it is less healthy because the creamer is
artificial.
Product Brand Image
• Current brand image: The target audience believes that Silk Soymilk is only a substitute for diary milk,
and it is inferior in nutritional value and taste.
• Desired brand image: Silk Soymilk is a highly nutritious and flavorful non-diary milk, which promotes
healthy living.
• Brand and image challenge: The target audience isn’t aware of Silk Soymilk’s nutritional values.
Strategic Message: The Promise
Silk Soymilk helps you live healthily without compromising on taste.
Supporting Evidence: The Proof
• Silk was a five-year recipient of the Green Power Leadership Award from the U.S. Department of Energy
and the Environmental Protection Agency (2004-2008).
• Product testing has shown that Silk Soymilk improves health.
• Silk Soymilk have 11 different flavors.
• Silk Soymilk is low in saturated fat and calories.
• Silk Soymilk contains 50% more calcium than diary milk, and is blended with vitamins, minerals and
natural flavorings.