2. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
TABLE OF CONTENTS
1 - Company Overview
2 - Executive Summary
3 - Situation Analysis
4 - SWOT Analysis
5 - Research Survey
6 - Future Research
7 - SPCA Media Coverage + Audit
8 - Competitor Analysis
9 - Competitor Media Audit
10 - Influencing Trends
11 - PR Objectives
12+13 - Primary Audience
14+15 - Secondary Audience
16 - Targeting Plan
17 - Strategy
18 - Social Media Tactics
19 - Volunteer Tactics
20-23 - Donation Tactics
24 - Evaluation
25 - Budget
26 - Timeline
27+28 - Staff Bios
29-41 - Appendix
3. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 1
MOUNTAIN MEDIA
Mountain Media is an emergent public relations firm founded upon
the values of strength, trust, creativity, and passion. At Mountain
Media, we aspire to conquer any challenges our clients may face
as they continue to climb as organizations. We consistently strive
to help our clients communicate and build sustainable, credible
relationships with their stakeholders.
4. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 2
EXECUTIVE SUMMARY
The Tompkins County SPCA is a non-profit organization dedicated to providing a safe,
humane environment for animals without a home and encouraging those of the sur-
rounding community to provide an adoptable animal with a loving home. The Tompkins
County SPCA has the potential to be a leading chapter, due to the humanistic community
and number of resources that Tompkins County has to offer, such as the various social
advocacy programs and number of enthusiastic youth. However, the Tompkins County
SPCA requires more volunteers and donations to make this possible. In order to do this,
we have created several ideas and programs to initiate awareness of the importance
and significance of the SPCA to the Tompkins County community. At Mountain Media, we
thank the SPCA for the opportunity to present our proposal.
5. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 3
SITUATION ANALYSIS
Founded in 1992, the Tompkins County SPCA has grown into a non-profit focusing
on the sheltering and adoption of cats, dogs, and other unwanted animals. Today, the SPCA
continues to work hard to raise awareness about the organization and its mission to protect
companion animals. The current situation of the SPCA exhibits both positive and negative
components, as the SPCA is making strides in regards to raising awareness and building an
identity on social media, but the organization still requires important steps to addressing vari-
ous weaknesses and threats that adversely affect the SPCA’s goals.
Currently, the SPCA works to communicate with its publics, especially potential adopt-
ers, donors, and volunteers, through social media (Facebook, Twitter, Instagram, YouTube)
and bi-weekly newsletters. Additionally, the non-profit sells products online and has several
local sponsors as a source of funding. While the SPCA has positive communication efforts,
the organization faces problems with limited volunteer staff and a lack of monetary funding
and supply donations, which is influenced by social and economic difficulties, as well as other
organizations similarly competing for donations and volunteer hours. Furthermore, the SPCA
is in need of increased awareness, as well as opportunities for connecting potential adopters
with shelter animals.
The current situation of the SPCA offers the chance for improvement and flexibility in
the ways to strengthen and achieve the non-profit’s mission and goals. Future opportunities
include, but are nowhere limited to, increasing social media activity and strategizing new
sources of communication to raise awareness, gaining new volunteers, and increasing the
number of adoption and volunteer events to benefit the shelter. In assessing the current situ-
ation of the SPCA, the non-profit is in a strong position to continue growing and moving in an
optimistic direction.
6. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 4
SWOT ANALYSIS
STRENGTHS
- No-Kill Shelter (unless too sick)
- Volunteers from Ithaca College and Cornell
University
- Bi-weekly Newsletters
- “Did you know” facts to help the public stay
informed
- Cute “where are they now” stories
- Active use of social media
- Facebook - 8,495 likes
- Twitter - 884 followers
- Instagram - 1,377 followers
- Youtube - 4 animal videos
- Sells products via online shop to raise
money
- Annual Live Release Rate is 91.88%
- Several local sponsors - listed on website
WEAKNESSES
- Limited volunteer staff
- Funded by donations; in need of donations
- Limited building space to house animals
- Uninviting website
- Mission not highlighted; placed at the bot-
tom of the home page
- Infrequent YouTube posts - potential
to grow awareness through sharing cute
adoptable animals at the shelter
- Only a few big events, such as adoption
and volunteer events
OPPORTUNITIES
- Many potential student volunteers (college
students and middle/high school)
- Public interest in animals
- Growing interest from local businesses to
contribute to shelter
- Sponsor donation drives for dog toys, food,
etc.
THREATS
- Competitors - competition for donations
and volunteer time
- Large portion of population includes col-
lege students who can’t have pets (dorm
rules)
- Limited population who can donate
- Large low-income population, including
students
- Economy: in difficult times, charitable con-
tributions are the first to cut back on
7. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 5
RESEARCH SURVEY
On October 22, 2014 we released a survey across the Ithaca College class pages (2016, 2017,
and 2018) asking some brand awareness questions about the TCSPCA. Overall, we found that
there was a 70% awareness across these demographics (the ripe age of the TCSPCA vol-
unteers,) but for such a small town, that’s still 30% of people who didn’t know of the SCPA’s
existence. Our graphical results can be found in the appendix.
Survey Questions:
- ...how did you hear of the TCSPCA’s exis-
tence?
- Do you follow any of the TCSPCA’s social
media?
- Have you ever volunteered at an animal shel-
ter before?
- Did you know the TCSPCA is always looking
for volunteers?
- Would you be interested in volunteering?
- What is preventing you from volunteering?
- Would you be interested in attending an
“Adoption Day?”
- Would you be interested in attending a fund-
raiser benefiting the TCSPCA?
- What sort of fundraising events would you
attend?
Some research the client may like to conduct in the future include evaluating the outreach of
their newsletter, and their social media, as their social media is definitely one of the weakest
forms of communication for the TCSPCA. Most of the informed audience heard of the SPCA
by word of mouth. While word of mouth is the most trusted source of information for consum-
ers, it is very uncertain for the organization.
8. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 6
FUTURE RESEARCH
From our research, we have gathered quantitative evaluations about how the public views
the SPCA and the information the public currently knows about the organization at this point
in time. A focus group or other types of qualitative research would not help to further our un-
derstanding of the public’s knowledge about the SPCA because it would not provide us with
substantial new information. A mail or e-mail survey about the SPCA or about volunteer expe-
rience at the organization may be used to further the information we have evaluated in order
to more readily and effectively please current stakeholders as well as future stakeholders.
9. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 7
SPCA MEDIA COVERAGE
+ AUDIT
The Tompkins County SPCA has had a lot of media coverage. The SPCA
puts out biweekly newsletters. Since these come out so often they are short
and cover different topics. Some weeks it covers their big events like The
March for the Animals, other articles highlight a specific dog to adopt, differ-
ent adoption events and others are focused on improvements to the SPCA in
general, like the implementation of solar panels.
The SPCA is highlighted often in local journals and radio stations. The
SPCA has been featured in the Ithaca Journal, Ithaca Times, Ithaca Voice,
Lansing Star Online and many podcasts broadcasted on WCHU 870 AM sta-
tion. The news covers similar stories. Most of their recent articles promote or
describe their large events like The March of the Animals. Other articles have
been about their search for donations and volunteers. There are articles about
their more low-key events where the SPCA has adoption days. There are a lot
of podcasts on WCHU 870 AM which is during their Pet Patrol segment. Here,
they are covering similar topics in reference to their events, adoption days
and need for donations and volunteers. One unique aspect of the podcasts, is
they also give tips on animal safety. One specific podcast spoke about keep-
ing pets safe during holidays and giving tips to pet owners. Many articles also
highlighted the fact that the SPCA installed solar panels. Overall, the news
that is printed is similar to the information that they send out in newsletters.
See Apendix for Article Samples.
10. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 8
COMPETITOR ANALYSIS
CAYUGA DOG RESCUE
- Founded in 2005
- Similar type of website
- Rescue stray, abandoned, neglected and
abused dogs and dogs deteriorating in eu-
thansia due to shelter overcrowding
- Place rescued dogs into foster home, re-
ceive veterinary care
- Need donations and people to adopt
- Volunteering - transporting dogs, advertis-
ing the cayuga dog rescue, fundraising
HUMANE SOCIETY OF SCHUYLER
COUNTY
- Founded 1987
- Similar mission to SPCA
- Want volunteers for cleaning and help with
their boutique and other things not directly
related to working with the animals
- Mostly promote their spay/neuter service
- Can pay to be a member/friend/sponsor
depending on how much you want to do-
nate
- Cats and dogs at separate locations
- Works with Cornell
11. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 9
COMPETITOR MEDIA
AUDIT
CAYUGA DOG RESCUE:
- No news coverage from outside sources (nothing in Ithaca Journal or Ithaca
Times)
- Have news section on their site but it is mostly just short profiles about dogs
available for adoption
- One news article from their site telling people they have a facebook page
- Another news article from their site is telling people to go to a charity haunt
because some proceeds will benefit cayuga dog rescue
- More posts recently (about 2-3 times a month) but in past was once every
month or less
SCHUYLER COUNTY HUMANE SOCIETY
- Newsletters three times a month
- Highlights fundraisers
- One specific animal that can be adopted
- Success story
- Funny pictures
- Thank you at the end of the newsletter
- Outside coverage: one article in Star Gazette mentions an event the humane
society is hosting for part of a special weekend in Watkins Glen Oct 11, 2014
12. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 10
INFLUENCING TRENDS
The economic and socio-cultural elements of Ithaca, New York should be tak-
en into account before the SPCA serves the public’s needs. Ithaca, New York’s
residents typically exhibit low to middle economic standing. Due to this, many
individuals and families may be unable to sufficiently support a pet or afford to
adopt an animal. Also, the city of Ithaca’s residents are mainly college students.
Since college students tend to live on-campus, campus regulations prevent
them from keeping a pet. Students that live in off-campus housing may also ex-
perience similar restrictions regarding pets. As a result of these limitations, the
SPCA is limited in providing its services to a majority of the city’s population.
13. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 11
PR OBJECTIVES
- Increase social media followers by 8% + Increase hits on website by 10 per day
RAISE AWARENESS
INCREASE
VOLUNTEERISM
- Increase number of regular volunteers by %15 (~37 volunteers)
RAISE DONATIONS
- Increase donations by $5,000 for the year
14. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 12
PRIMARY AUDIENCE
COLLEGE STUDENTS
MEET JENNY:
Jenny is a senior at Ithaca College who is involved in Premium
Blend. After the SPCA asked her a capella group to perform at
the picnic, she decided she loved the organization’s mission
and wanted to volunteer. Jenny and her friend, Becky, helped
host a fundraiser to get students to donate money and canned
food to the SPCA by setting up a table on campus.
MEET TIFFANY:
Tiffany is a sophomore at Cornell University. She is the philan-
thropy chair for her sorority Tri-Delta. She is already part of an
animal rights club at Cornell and is looking to get more in-
volved with the SPCA after seeing a Facebook advertisement.
She is going to take her sorority to the Thanksgiving themed
Puppy Playdate and is also going to help fundraise for their
upcoming events.
MEET ADAM:
Adam is currently at TC3 and works downtown in the Com-
mons. He saw a poster for the SPCA’s fashion show and entered
his roommate’s dog. He looked up the SPCA on Facebook and
saw the Puppy Playdate initiative and decided to head on over.
He loved playing with the dogs and decided that he will volun-
teer every Saturday by walking the dogs.
15. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 13
PRIMARY AUDIENCE
SECONDARY EDUCATION STUDENTS & LOCAL BUSINESSES
MEET PEYTON:
A freshman at Ithaca High School, Peyton was introduced to
the SPCA on a class field trip. She has always loved animals
and sees the SPCA as a great place to spend time with animals
and give back. Her parents love how involved she is getting
and decide to donate money to the SPCA, in the hopes that it
will continue to bring her daughter joy and will influence more
students to get involved.
MEET JOHN:
John is the owner of a local business featuring local artists’
work, including jewelry, art pieces and homeware products.
One artist, who makes unique dog collars and leashes, wants
a portion of the proceeds to go to the SPCA. John loves the
idea and is also excited to put out a donation box for the SPCA
next to the cash register, as well as a stack of fliers to promote
volunteering and donations.
16. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 14
SECONDARY AUDIENCE
PARENTS OF STUDENTS & PROFESSORS/TEACHERS
MEET GARRY:
Garry is the father of Shoshana, a third grader at Ithaca Ele-
mentary School. Shoshana wants to be a veterinarian when she
grows up. When an SPCA volunteer spoke a Shoshana’s school,
Shoshona decided she also wants to be a volunteer. Garry
hopes to encourage Shoshana to follow her dreams, thus de-
ciding to volunteer with Shoshana. He also donates to the SPCA
and is considering adopting a dog for the family.
MEET PROFESSOR JOHNSON:
Professor Johnson is a professor at Ithaca College. One of her
students is in a club where students can both volunteer and
fundraise for the SPCA. After talking to this student, Professor
Johnson decided she wanted to try volunteering at the SPCA
on the weekends. Since she lives far away from the SPCA, Pro-
fessor Johnson encouraged her nearby friends to join her and
together they carpooled weekly to support the shelter.
17. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 15
SECONDARY AUDIENCE
LOCAL GOVERNMENT + MEDIA RESEARCHERS/JOURNALISTS
MEET MAYOR SVANTE:
Mayor Svante is connected to the Tompkins County SPCA
through Twitter. He loves the SPCA’s fun twitter profile so much
that he decided to check out the SPCA. He wants to attend the
upcoming events as well as encourage the local citizens of
Ithaca to volunteer if they do not have the funds to donate or
adopt.
MEET VERONICA:
Veronica is a journalist for The Ithaca Voice. She see so much
about the Tompkins County SPCA through social media. She
notices many posters up in CTB and also artwork that is docu-
mented in The Art & Found. In one of the stores there is a post-
er for the Halloween Show. Veronica decides to write an article
about the event, in addition to documenting the wonderful
mission of the SPCA.
18. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 16
TARGETING PLAN
SOCIAL MEDIA OUTLETS TO TARGET EACH MARKET
In order to reach our target audiences, we will use appropriate media outlets. We will
reach college and high school students via social media so those who follow the Tomp-
kins County SPCA on Twitter, Facebook or Snapchat can interact with the SPCA. Also, col-
lege students can find our information through on-campus news resources such as The
Ithacan and Intercom. The outlet for local businesses, parents of students, and professors
and teachers will primarily be the Ithaca Voice and the Ithaca Journal. A way we hope to
connect with the local government and media researchers and journalists is through so-
cial media and the various local newspapers. We will also feature various advertisements
and posters around the community that all of our target audiences may come in contact
with to learn more about the Tompkins County SPCA.
19. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 17
STRATEGY
We have developed strategies in order to attain our objectives for the Tompkins County
SPCA. To raise volunteers, we will increase outreach to our different audiences by creating
hands-on events, and encouraging students to volunteer through presentations at local
schools and scheduled school field trips. We will also motivate the local high school and
colleges to begin clubs and activities on campus that would allow for new volunteers, as
well as encourage current related clubs to become more involved with the Tompkins Coun-
ty SPCA. To raise funds, we plan on hosting new events, including a Memorial Day Picnic, a
Fashion Show, and three Puppy Play Dates throughout the year that will allow for the com-
munity to become more involved with the SPCA while also gaining money in order to main-
tain our excellent facilities. We also will partner with local businesses in order to increase
donations. Finally, in order to increase the SPCA’s social media standing, we will begin Social
Media Challenges, and promote ourselves through hashtags and other forms of social me-
dia, such as Facebook and Snapchat.
20. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 18
SOCIAL MEDIA TACTICS
To raise social media followers, we will run three different campaigns to increase followers
and website hits. We also put together sample web pages to better the SPCA’s website (See
Appendix).
During Adoption Week, the week of Valentine’s Day, we will launch a social media cam-
paign.. Every day there will be a different adoption story, illustrating a story where the adop-
tive parent has found true love and companionship with their pet from the SPCA. This will
promote adopting animals from the SPCA and increase followers through awareness.
#AnimalStories - The second part of the social media campaign will involve a challenge
using the hashtag, “#animalstories”. To participate in this social media challenge, users will
post funny or cute pictures of their pet or pets with the hashtag, while also tagging the
Tompkins County SPCA Twitter account in the tweet. Whichever tweet gets the most favor-
ites and retweets will receive a $50 PetCo gift card. In order to be entered, participants have
to follow all Tompkins County SPCA social media accounts. This will create more awareness
of the social media pages as well as increase follower count.
Snapchat - The last aspect of the social media campaign is creating a Snapchat for the
Tompkins County SPCA. This will be promoted on all of the social media pages so audienc-
es are aware. The Snapchat will be used and Snapchat Stories will be posted daily of the
animals at the shelter. This could include them walking, getting a bath or wearing a funny
outfit. The Snapchat aspect of the campaign is devoted to showing the greater public of
Ithaca how fun and rewarding it would be to volunteer, hoping to spark interest in citizens to
volunteer at the SPCA.
Facebook Advertisements
The Facebook ads will run in April, May and September. April will focus on increasing page
likes and promoting the Dog Wash event in April. In May, the Facebook ads will put the Hal-
loween Dog Fashion Show on students’ radar over the summer. The May ads will also aim to
influence students to get involved in volunteering when returning to school. The last Face-
book ad will run in September to promote the Halloween Dog Fashion Show in October.
21. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 19
VOLUNTEER TACTICS
Clubs on Campus
We will contact clubs on college campuses that are
either service organizations, like Circle K, or animal rights
organizations, like IC Animal Rights. We can talk to them
about doing volunteer trips to the SPCA to play with the
animals, walk the dogs, and clean the cages. We will also
have them do a tabling event where they have informa-
tion sheets and pamphlets and have people donate a
dollar to give a can of dog or cat food to the SPCA. This
way, they do not have to go out and purchase the food
directly they can just donate a dollar to pre-bought food
that will be donated to the shelter. This will give students
the ability to donate with only a little bit of money and
not have to go out of their way.
Volunteer Talks at School
We will contact teachers at the local ele-
mentary, middle, and high schools to see if
they would have SPCA volunteers to come
talk to their classes for just 10 to 15 min-
utes about what the SPCA is and why they
should volunteer or come to upcoming
events with their friends and families. This
should encourage more volunteering and
raise awareness to a younger demographic
about how they can help and get involved in
the Tompkins County SPCA. This tactic will
help students who have never volunteered
at the SPCA before and want to start. It will
also encourage teachers to continue taking
volunteer field trips to the SPCA.
22. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 20
DONATION TACTICS
Around Halloween we will host a Halloween Pet Fashion Show to show off community
members pets’ halloween costumes. Leading up to the event we plan on hanging posters
on college campuses, in the Ithaca Commons, in Collegetown, and at the local high school.
We will also be posting on social media leading up to the event starting in the beginning of
the month, so people have time to get their pet costumes ready. In addition to social media
and posters we will send out a press release to Ithaca Voice and Ithaca Journal to reach an
older demographic. We will also invite press to come to the event. The event will be host-
ed at the YMCA. The Judges will be executives of the Tompkins County SPCA and they will
award first, second, and third place prizes of PetSmart gift cards to the best three pet cos-
tumes. First place prize is an $100 gift card, second place is $50 gift card, and third place is
a $25 gift card. We will raise money by charging $5.00 to enter your pet into the contest and
anyone who comes to watch will pay $2.00. SPCA donation cards and informational pam-
phlets will be handed out to everyone who comes to the event. There will be refreshments
and fun Halloween decorations. This event will promote the SPCA as part of the community
and encourage donations for more fun events in the future that whole families can partic-
ipate in and enjoy like the pet fashion show. During the show someone will be instagram-
ming, tweeting, and snapchatting pictures and video of the event. The day after the show
pictures of all of the dog contestants will be uploaded to facebook as well as pictures of the
event in general. Local businesses will also be invited to sell some of their art or products
following the Halloween Fashion Show.
HALLOWEEN PET FASHION SHOW
23. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 21
DONATION TACTICS
We will host three different Puppy Play Dates throughout the year to allow students to get
hands-on and involved at the SPCA. The Puppy Play Dates would be held in January for
middle schoolers, March for high schoolers and November for college students. Each Pup-
py Play Date would be themed for the specific time of year each one would be held in order
to create a fun atmosphere. The students who participate in the play dates would be able to
interact with the animals and the current SPCA volunteers, and from this they will be en-
couraged to volunteer and donate. We will place advertisements, such as posters around
the community for students to be aware of the Puppy Play Dates. We will also promote
these events through our social media outlets as well.
PUPPY PLAY DATE
24. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 22
DONATION TACTICS
We will host a Dog Wash and Memorial Day picnic, at which families and others of the com-
munity can come to Stewart Park and wash their dogs, as well as enjoy the company of other
members of the Ithaca community and a catered picnic. At the event, the SPCA will provide
soap and tubs for people to wash their dogs. Fat Jack’s BBQ will cater the event and en-
tertainment will be provided by Premium Blend, one of Ithaca College’s a cappella groups.
Through this, families, students and others will be able to get more involved with the SPCA
and feel more inclined to participate in volunteering events in the future.
For advertising for the Memorial Day Picnic, we will put up flyers around the Itha-
ca Community- Ithaca College, Cornell University, Elementary, Middle and High Schools,
throughout the Commons and Collegetown in the different local businesses, and also in
community places in the Tompkins County Public Library. We will also write a press release
and then send it to the Ithaca Voice and Ithaca Journal.
DOG WASH + MEMORIAL DAY PICNIC
25. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 23
DONATION TACTICS
We will reach out to local businesses in order to increase donations and awareness
of the SPCA. Local businesses will put out tin cans near the register and ask customers to
donate their change or whatever they give. On the tin can, the social media handles also be
displayed. In return, we will promote their business on the social media pages and put up
posters at the SPCA.
In addition, we will look to these local businesses and ask them to provide artwork or
some product that can be made and sold that has an animal theme. Whether this be a paint-
ing of a dog, a cat necklace or collar for a pet. 20% of the proceeds will go to the SPCA and
in addition, the artists can sell their work at the events including the Halloween Dog Fashion
Show along with the picnic.
LOCAL BUSINESS INVOLVEMENT
26. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 24
EVALUATION
- Assess change in followers on social media accounts
- Evaluate the amount of hits we’ve received
- Analyze money gained from Halloween Pet Fashion Show, Picnic Dog Wash and tabling
events
- Have sign in sheets at all events to gauge return volunteers
- Send surveys to those who attended and participated in the Halloween Pet Fashion Show
and Picnic Dog Wash to get feedback on what they thought of the event
28. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 26
TIMELINE
JAN. FEB. MARCH APRIL MAY JUNE
JULY AUG. SEP. OCT. NOV. DEC.
- Valentine
Adoption
Week
- Local bus.
put out do-
nation tins/
items
- Puppy Play
Date
- Snapchat
- Reach out to
local business-
es
- Evaluate
new followers
- Posters +
Press Release
- Puppy Play
Date
- Reach out
to students to
join volunteer
club
- Spring Pic-
nic
- Facebook
Ads
- Evaluate
Donations
- Survey
- Recruit new
volunteers
- Facebook
Ads
- Update stu-
dents through
social media
- Social Media
Challenge
- Advertise to
students to
join clubs
- Article in The
Ithacan
- Posters
- Press Re-
lease
- Facebook
Ads
- Dog Fashion
Show
- Evaluate
New Likes
- Evaluate
Sales and
Survey
- Puppy Play
Date
- Club Table
on Campus
- Compare
Sales
29. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 27
STAFF BIOS @MM
Jamie Altman is a sophomore Integrated Marketing Communi-
cations major at Ithaca College. She is originally from Southbor-
ough Massachusetts and is loving the gorges Tompkins County
community. Outside of class she is a Campus Entrepreneur
Intern for Hillel, a member of Students Today Alumni Tomorrow
and a Dean’s Host for the Park School. In her spare time, she
loves hula hooping, drinking an excessive amount of coffee and
cuddling with her dog Harry.
Stephanie Waite is a sophomore Integrated Marketing Com-
munications major at Ithaca College. She is from Binghamton,
New York. When not in class, she is a member of Ithaca College
Women in Communications, a member of the ICTV publicity
team and a volunteer at the Tompkins County Public Library.
Stephanie is an avid yogi and hiker, professional doodler and
enjoys spending time with her non-furry pet, her fish Swimmy.
Hannah Corderman is a junior IMC major at Ithaca College.
A native of Needham, MA, Hannah loves digital photography,
graphic design, and being creative. In her spare time, she likes
to volunteer at her local animal shelter and for the non-profit,
Kidz b Kidz. She thoroughly enjoys playing tennis, spending
time with her family and friends, and traveling. Hannah loves
animals and has three wonderful pets – Brisbane (a Golden Re-
triever puppy), Sydney (a true Newfoundland black bear), and
Pumpkin (a fat orange Maine Coon cat).
30. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 28
STAFF BIOS @MM
Bethany Rock is a sophomore Integrated Marketing Com-
munications major at Ithaca College with a passion for video
games, and having fun. She was born and raised in Dunstable,
Massachusetts (about 40 minutes North of Boston.) Bethany is
also an Event Manager for Campus Center and Event Services,
a Copy-Editor for the award winning campus newspaper, The
Ithacan, as well as Vice-President of the IC League of Leg-
ends club. Bethany has one pug back home in Massachusetts,
named Caesar, whom she loves and misses very, very much.
Leksey Maltzman is a sophomore Integrated Marketing Com-
munications major at Ithaca College and recently declared an
Art History minor. She is originally from Haverford, Pennsylvania
where she has four cats, two of which were adopted from her
local SPCA. Outside of class she is an accounting tutor, stylist
for Ithaca College HiFashion Studios, and a member of Art 4
Service. In her spare time she enjoys looking at pictures of cats,
napping, playing with yarn, crying for food, and snuggling with
her fellow kittens.
42. MMOUNTAIN
MEDIA
PR Proposal
Client: SPCA Tompkins County
Page 40
APPENDIX 12-13
ADOPTION STORY
Buddy is a Golden Retriever who, until just recently, was a
shelter dog at the Tompkins County SPCA. Buddy had been
badly hurt by his previous owners, and was found wandering
the streets of Ithaca. Thankfully, the Tompkins County SPCA
found Buddy and helped him become healthy and ready to
be adopted. Sure enough, Buddy was adopted by 8- year
old Emma and her family. Buddy and Emma are great com-
panions, and Emma and her family are able to provide Bud-
dy with the loving care and home he deserves.
