My team and I at Sixth Sense PR developed this public relations plan for a small business in the Ithaca area: Brookton's Market. Our plan entailed a heavy focus on social media strategies and tactics to attract our target audience more effectively, which were millennials and college students.

1. Brookton’s Market Meets
Sixth Sense PR Firm
The #BondatBrooktons Campaign
Sixth Sense PR Firm: Katie Callahan, Vinica Weiss, Kelly
Nash, Britney Chambers, Rob Pantridge

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Table of Contents:
Situational Analysis……………………………………………………………………………..3-5
SWOT Analysis…………………………………………………………………………………5-7
Strengths…………………………………………………………………………………..5
Weaknesses……………………………………………………………………………….6
Opportunities……………………………………………………………………………..6
Threats……………………………………………………………………………………7
Audience Analysis……………………………………………………………………………..7-8
Research……………………………………………………………………………………….8-9
Strategies……………………………………………………………………………………..9-14
Goals and Objectives………………………………………………………………..11-14
Social Media………………………………………………………………...11-12
SEO………………………………………………………………………….12-13
Website………………………………………………………………………13-14
Key Messages…………………………………………………………………………………...14
Communication Vehicles……………………………………………………………………14-16
Conclusion………………………………………………………………………………………17
Evaluating the Campaign’s Success…………………………………………………………17-18
Estimated Fees Associated with the Campaign…………………………………………………18
References……………………………………………………………………………………19-20
Appendix……………………………………………………………………………………..21-25
Pre-Release………………………………………………………………………………………26
Press Release…………………………………………………………………………………….27
Post-Release……………………………………………………………………………………..28

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Situational Analysis
Brookton’s Market is a local, “neighborhood” market located in Brooktondale, New
York. The market and its workers have a strong sense of community and their customer-base is
very loyal to both the grocery and delicatessen sections of the market. The Town of
Brooktondale is small, averaging around 60 people per square mile. Brooktondale is about a ten
minute drive to Ithaca, New York; therefore there are plenty of grocery options available
including large stores like Wal-Mart, Wegmans and other local grocery options. Yet the sense of
community is so strong with the market, that the families support Brookton’s as their one-stop-
shop, instead of going to a larger, commercial store. The owner of Brookton’s, Aaron Snow, is
currently residing in Oregon, and is best classified as an absentee owner. Currently, the market is
co-managed by Erin Keeble and Mike Gabello. Both have been employees at the store for a
handful of years, taking over the management position within the last six months. The market
hosts a number of local events for the community, including Wednesday night dinners, Sunday
brunches and movie nights for the public at large. They also host the Chicken Run, which
supports the Medical Transport Company, which helps with the strong reputation of the market.
The immediate competitor to the market is the Dandy Mini Mart in Caroline, New York.
This is the closest place distance-wise to Brookton’s and although it is not so much a grocery
store, it aims to reach the same target demographic that Brookton’s is trying to reach, namely
workers and younger families. Another competitor to the market is Greenstar Natural Foods
Market, in Ithaca, New York. This store also caters to the audience who enjoys fresh, local,
organic foods, but it is a corporate store, therefore does not offer the same community feel as
Brookton’s. Wal-Mart is a competitor in the sense that both consider themselves a

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“neighborhood market,” and Wegmans is a competitor in the sense that they sell organic food for
a reasonable price.
Brookton’s Market has a large number of companies they collaborate with, but it goes
fairly unnoticed in the market of Tompkins County because they are not advertising at the
locations they have partnerships with, such as Collegetown Bagels. Many of the businesses are
local suppliers:
• Alden’s Organics, Ithaca, New York
• Byrne Dairy, Ithaca, New York
• Cayuga Lake Creamery, Interlaken,
New York
• Cayuga Pure Organics,
Brooktondale, New York
• Chef William Creations,
Brooktondale, New York
• Copper Horse Coffee, Ithaca, New
York
• Crooked Carrot, Ithaca, New York
• Cross Creek Farm, Berkshire, New
York
• D.F. Mavens, New York City, New
York
• Emmy's Organics, Ithaca, New York
• Equal Exchange, West Bridgewater,
Massachusetts
• Forty Weight Coffee Roasters,
Ithaca, New York
• Gil's Honey, Finger Lakes, New
York
• Gimme! Coffee, Ithaca, New York
• Heidelberg Bread, Herkimer, New
York
• Hilker Haven Farm, Ithaca, New
York
• Ithaca Beer Company, Ithaca, New
York
• Ithaca Bee Company, Ithaca, New
York
• Ithaca Coffee Company, Ithaca, New
York
• Ithaca Hummus Company, Ithaca,
New York
• Joe Rowland Bee Company, Ithaca,
New York
• Long Trail Brewing Company,
Bridgewater Corners, Vermont
• Nook and Cranny local produce,
Brooktondale, New York
• The Piggery, Ithaca, New York
• Tribeca Baguettes, Carlstadt, New
Jersey
• Uinta Brewing Co., Salt Lake City,
Utah
• Victory Brewing Co., Downingtown,
Pennsylvania
• Wagner Valley Brewer, Lodi, New
York
• Wide Awake Bakery Bread,
Trumansburg, New York
• 21st Amendment Brewery, San
Leandro, California

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The success of grocery stores, both large and small, in the nation and in Ithaca area is on
the rise according to IBISWorld. There has been an average of 1.2% growth from 2010-2015
(Supermarkets, 2015). There are at least 17 grocery/convenience stores within a 25-mile
radius of Brookton’s Market. Due to the fact that all of the grocery stores are still running,
that shows that there is a large need for these markets in the Tompkins County market. With
a large college town nine miles away, the members of the community are always looking for
the items they need for the best deals. Brookton’s Market is in one of the best climates it can
be in because of the strong presence of locavores. According to the Ithaca Journal, “A
locavore is a person who is interested in eating locally grown and produced food” (Klein).
The article states that, “customers want to support local products, but they also want to make
sure their food is sustainable and to travel shorter distances in doing so” (Klein). As shown
from the evidence of the growing market in the Ithaca-area, this is a perfect climate for
Brookton’s local and organic market to thrive. This is also the perfect time for Brookton’s to
begin implementing a new strategy because the annual growth of grocery markets in the
United States has been increasing over the last five years.
SWOT Analysis
Strengths
Brookton’s Market is a convenient local market that brings the community together and
focuses on customer service to keep their customers coming back for more. The market has a
welcoming atmosphere that is accompanied by the friendly staff, which gives it an authentic feel.
The staff prides themselves on being welcoming to their customers, something that our group
witnessed first-hand while at the store. The managers of the market are very dedicated to
improving the market and making it an affordable option to appeal to a larger demographic.

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Weaknesses
Brookton’s Market, since opening in 2008, has shifted management. The current owner
of the market is Aaron Snow, who is currently living in Oregon as an absentee owner. This
appears to be a weakness to our group as outsiders because communication cannot be done in
person between the owner and management. Although he is available for Erin and Mike to
discuss problems or ideas with, we still see it as a weakness because our group believes that
person-to-person contact is very important in the owner/management dynamic. Another
weakness that we have spotted over the course of our time is the use, or the really lack thereof, of
social media.
Opportunities
Although Brookton’s Market depends mainly on the local community, they have a large
audience, including the college students of Cornell and Ithaca, which they have not fully reached
which could drum up a lot of business for them. The city of Ithaca has a large population,
including both Cornell University and Ithaca College. There is a large population of college
students that the market can appeal to, which would bring in a ton of business. Since Brookton’s
Market is only located seven miles outside of the city, their signs receive a lot of visibility since
there are a lot of people traveling in and out of the area.
Threats
There are some threats that Brookton’s Market is facing in the market in which they reside. They
are really only involved with the community and we see this as a threat because of the fact that
the community they are centered in is small. They have the opportunity to make themselves
present in the market with the deals that they have with other companies. Businesses that
Brookton’s is partnered with use the market to place business cards or logos, but both Erin and

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Mike said they are not using the partnerships in this way. This means that they are not reaching
as far as they have the capability to. Another threat to the market itself is the numerous grocery
stores in the surrounding areas. This can add onto the previous point because a lot of these stores
have presence in the larger community of Ithaca, therefore are more visible than Brookton’s. The
last threat that we see is the higher prices at Brookton’s than competitors such as Wal-Mart. The
new demographic that the market would like to reach is college students and lower income
families. Both of these demographics are on a budget, therefore the perception of Brookton’s
organic food is expensive. This may not be the case, so the market must work towards creating
an atmosphere that demonstrates an affordable culture for these demographics.
Audience Analysis
The following section is strictly the factual information that we have found through our
research of the Brooktondale/Caroline area, as well as the area of Tompkins County as a whole.
Brookton’s Market, which is located in the town of Caroline, New York, has captured the
attention of their community. As of 2010, the Caroline population was 3,282 with a median age
of 40.3 years. According to the managers of Brookton’s Market, their customer base is
comprised of families within the rural area of Tompkins County. In Caroline there are 1,403
households and 63% of these households are families. In other words, there are approximately
884 families in the community according to the 2013 Profile of Town of Caroline. The median
household income for this community is $56,382. There is a lack of teenage and/or young adult
presence in the town of Caroline. Brookton’s Market is however situated within a relatively close
proximity of Cornell University and Ithaca College. Google Maps places Brookton’s Market as a
10 minute drive to and from Cornell University and a 13 minute drive from Ithaca College. As a
result Brookton’s Market has an unexplored potential customer base of college students.

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The demographics that we want to help Brookton’s Market expand to are college-aged
students and lower income families. These are the two main markets that Erin and Mike
discussed reaching out to in order to gain more clientele. From interviews that we have done as a
group, we have determined that our sample size of college students believe that organic markets
tend to be too expense for their budgets. Although we were not able to confirm this with lower
income families, our group has made the assumption that organic markets tend to have a certain
perception of expense surrounding them. This could be a reason why Brookton’s has not been
able to reach these demographics in large numbers previously. Through the implementation of
our campaign, we hope to branch out to these target groups.
Research
We performed our research in several different ways in attempting to find the best
possible strategy for the Market to implement over the course of the first six weeks of the
semester. We performed secondary desk research, searching online and through trade
publications in order to get a better feel for the business of grocery stores operated, not only
in this area, but in areas across the country. We also collected information from the United
States Census Bureau on Caroline and Ithaca to gain a better understanding of the
surrounding demographic makeup of the market. All of our desk research was extremely
helpful in creating a picture of what we wanted to achieve, but the best information we
received came directly from the client. Interviewing key staff members was integral to our
proposal. The points that they made were credible to us because they could tell us exactly
what they wanted and how they wanted it achieved. We were able to get a feel of their goals
and objectives, instead of just facts and figures when speaking with Erin and Mike. By

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getting the “primary research” of an interview with them, we were better able to form our
searches to fit their overall goals.
Strategies
Throughout our research, we were able to find how proper social media use and websites
allow for more interaction with the customers. This is an added value that companies cannot find
in other aspects; it is the value of reaching huge numbers of people in one swipe. According to
YP Marketing Solutions, there are eight benefits to using social media in a small business.
1. Social media can reduce overall marketing costs
2. Social media can impact organic search results
3. Better customer service can be offered with social media
4. Companies can design their own online personality
5. Social media lets companies associate with other businesses
6. Customers can validate the business on social media
7. Value can be provided with social media
8. Social media lets companies gain the competitive edge (8 Benefits of Social Media for
Small Business, 2013).
Social Media
Social media allows for interaction with customers that are not in the store. This is highly
important because customers that are using social media can spread the word even faster than
someone that is physically in the store. It is important for those one-time customers to be

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interacted with on social media platforms because then they feel as though they are important to
the store, making them want to come back. This is especially true for the market of the millennial
generation of college students that Brookton’s is looking to target. Face-to-face contact is very
important in the business world because of the ties it allows people to create, both verbally and
with body language, but with increasing technology, it is important that companies begin
implementing new or revamped social media campaigns in order to engage with the newer
generation of customers.
While social media is key to the younger generation, it is also important that the market
not lose their older customer base. To interact with an older generation, Brookton’s may want to
look into revamping their website. A website allows for interactions with customers, but it is not
as intimidating as social media to an older demographic. According to Entrepreneur, there are 10
things every small business website needs.
1. A clear description of who the
company is
2. A simple, sensible Web address
3. An easily-navigated site map
4. Easy-to-find contact information
5. Customer testimonials
6. An obvious call to action
7. Know the basics of SEO
8. Fresh, quality content
9. A secure hosting platform
10. A design and style that’s friendly to
online readers (10 Things Every
Small-Business Website Needs,
2010).
Brookton’s has a start to almost all of these steps with their website, but can go even further to
bolster their online presence.
Goals and Objectives

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Goal 1: Social Media
Our first aim with this campaign is to expand the audience of Brookton’s Market specifically to
college students in order to take advantage of the location of the store. Our second goal is to push
the newer target audience to actively shop at Brookton’s Market in order to increase the traffic
that comes into the store to purchase groceries.
All small businesses should begin implementing social media campaigns because it is
something that is not going to go away any time soon. More and more people are relying on
social media and online interactions in every aspect of their lives, even where they buy their
groceries. If someone has the opportunity to learn more about a product or company online, they
are going to take that opportunity. People tend to trust what they see on the Internet, so it is
important that Brookton’s is putting itself out in the public eye to garner as much positive buzz
as they can. We propose six social media tactics to in order to achieve the aims we laid out.
Tactic 1:
The first is to increase brand awareness of the market through a total social media makeover. We
suggest focusing in on the “core four” of the social media world: Facebook, Twitter, Instagram,
and Pinterest. On Facebook, we want have all of the operations be run internally, instead of
through an outside source. Then we will promote different events and deals the store may be
having throughout the week. We will also create consistency between the logo in store and the
logo on the Facebook page, which differs right now. Look to Exhibit A in the Appendix.
Tactic 2:

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On Twitter, we want to implement a hashtag, such as #HereIsHome, #KnowYourNeighbors, or
#BondAtBrooktons to create more unity in the brand image and identity. These hashtags can also
be used on other social media sights as well. Look to Exhibit B in the Appendix.
Tactic 3:
Through Pinterest, we want to create a page where the market can list some ideas of things to
make with their grocery product to increase the flow of groceries from the store. The Pinterest
aspect would allow the market to showcase the deli side of the store, increasing foot traffic for
that side as well. Look to Exhibit C in the Appendix.
Tactic 4:
Lastly, a goal is to also use Instagram as an outlet to showcase new items in the store, or sale
items, using the hashtag as well. Look to Exhibit D in the Appendix.
Goal 2: SEO
Our other objective for this campaign is to increase the SEO of Brookton’s Market. When
you search “neighborhood markets near Ithaca, New York” it shows up fifth, and when you
search “organic market near Ithaca, New York” it doesn’t even show up. These results are not
good enough if they want to build their client base because they cannot be found easily.
Tactic 1:
To change this, they need to use more keyword and key phrases to move further up on the
search engine list. This is mentioned in the Entrepreneur article and it does not take a large
amount of effort on the part of the market. The article states,
“Know the basics of SEO. Your website won’t do you as much good if no one can
stumble upon it. Become familiar with the SEO basics to make it more accessible by
search engine. You don’t need to employ mysterious ninja, black hat SEO types to rank

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well on the search engines. Simply make sure your website is coded correctly. That
means using the correct keywords throughout your text, putting in plenty of links, naming
your page titles and URLs correctly, and employing the magic of images and videos” (10
Things Every Small-Business Website Needs, 2010).
By taking the time to code their website, Brookton’s will become visible to a larger online
demographic that they may not have reached otherwise.
Goal 3: Revamping the website
Finally, we suggest revamping the website to make it easier to read and navigate. At the
moment, the organization and layout can be overwhelming to a customer that is new to website,
pushing them away because it can be difficult to ingest all of that information. We want the
website to contribute even more to their brand. According to Michel Theriault, a writer for
Forbes, one of the key aspects to building a small business’s website is organization. For
example, in the “About Us” section of the website instead of listing all of their products,
Brookton’s could give the new customers an idea of who they are and what they stand for. In
keeping with the neighborhood market and strong sense of community, it is important that new
customers recognize how influential the community is in the business. One of the largest aspects
of the website that needs to be revamped is the event calendar. When our group was looking at it,
we could not see any events posted because we did not have permission to view it. It is so
important for this piece of website to be working for all audiences because these events are what
is going to draw the public in. The calendar is a wonderful idea to create a community feel, but it
needs to be visible in order to function best for the market.

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The strategies that we are proposing will help Brookton’s Market gain a larger
demographic of customers, be more involved with both current and new customers and be more
visible in the surrounding communities.
Key Messages
Our group has decided on four key messages that we believe encompass everything that
Brookton’s Market stands for.
1. Brookton’s Market is a neighborhood market focused on forming relationships with
its customers.
2. Brookton’s Market prides itself in selling local and organic food that is also affordable.
3. Brookton’s Market is a market focused on customer service and supporting its local
community.
4. Brookton’s Market is a one-stop shop, where customers can buy a wide range of
products.
Communication Vehicles
Communication is going to be key in order to connect and reach an audience. For
Brookton’s Market, the most valuable communication vehicles would include a weekly or
monthly newsletter; spreading the message through word of mouth; handing out business cards;
social media; and having signs in the store, while also giving signs to customers to potentially
put on their lawns. These vehicles will be used as tactics to inform both new and current
customers of the remodeled social media and website. We propose the following tactics to
achieve this goal.
Tactic 1:
Social media is going to be the most important communications vehicle for Brookton’s
Market to discuss their new social media campaign. In using social media like Twitter, we would
suggest that Brookton’s follows as many people in the target market as they can. This would

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include posting its information in different groups online, such as the official groups for each
class year at Ithaca College and Cornell University (seeing that it wants to attract a larger college
customer base). It would also be beneficial to find other clubs and organizations they can find
online to connect with, such as organizations that might focus on local food. Reasons why social
media marketing is going to be the biggest communication vehicle include increased brand
recognition; improved brand loyalty; more interaction with customers (learning about customers
and connecting with them); brands become more humanized when interacting on social media
channels; improving customer service; and affordable way to increase brand awareness.
Tactic 2:
In the newsletter, Brookton’s Market could tell its clients to visit its revamped website,
while it would also be able to introduce its new social media marketing campaign, including the
new hashtags it would be using across all platforms (#HereIsHome, #KnowYourNeighbors and
#BondAtBrooktons). Additionally, to gain more attention to the newsletter, we suggest that when
a customer is checking out, they should be asked to supply an email in order to sign up for the
newsletter. A newsletter would work well for the market because it would help build
relationships with customers in addition to increasing brand-name awareness and customer
loyalty, something that is very important to our public relations campaign. A newsletter would
also be an effective way to introduce new products and services to existing customers.
Tactic 3:
In addition to a weekly newsletter, spreading news and information through word of
mouth would also be beneficial to Brookton’s Market, especially because customer interaction is
so important to the market. If customers could spread the word from their own experiences at the
market and with the new social media campaign, it could attract new customers to the platforms,

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which in turn would attract them to the. Informing customers who come into the store of
Brookton’s new social media marketing campaign would be good to gain more traction and
attention to what the store is doing.
Tactic 4:
Another good tool Brookton’s Market could use is business cards. Having business cards
for customers to pick up in the store would be beneficial, and it would also be effective if
Brookton’s could put its own business cards or flyers in the stores they support (because
Brookton’s does sell products from a large number of stores in the local area). Having business
cards displayed in the front of the store for customers to pick up would be a good idea because a
business card is a physical object that customers can take with them. While it may be easy for
customers to find basic information on the Brookton’s website, having a physical business card
with information is always good for a customer to have. Business cards can also be passed from
one person to another, giving the same message to each person who comes in contact with it.
Tactic 5:
Lastly, having signs inside and outside the store would be a good way to grab a
customer's attention and let them know about the new implementation of the campaign.
Including new social media handles and hashtags on the sign would let customers know more
about how they can keep up with what the market is doing. It is important to not only attract new
customers with the implementation of the social media campaign, but also keep the customers
who have been with the company longer involved as well. Additionally, having loyal customers
put signs that discuss the new campaign or that have the #BondAtBrooktons on their lawns
might also be a good way to attract new customers, and it would also show customer loyalty and
how Brookton’s treats their customers like a family.

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Conclusion
It would be best if management or a market employee was in charge of the social media
content. Once that step is taken, the main goal is to make a younger demographic more aware of
new social media and gain more followers on Twitter, Facebook, Instagram, and Pinterest. This
will take consistency in posting creative and original content on the various social media
platforms. To implement this plan, we recommend that they hire an intern, paid or unpaid. Their
duties would be social media upkeep, incorporating the hashtag into all media platforms,
revamping the website, and tagging the website for keywords and phrases to increase the SEO.
Using these various social media outlets will allow Brookton’s Market to inform customers of
upcoming market events, sales, new products, and special deals. They can post photos of their
deli products, perhaps including recipes which include other products from their store, and other
photos from the events that they host, to draw more customers in. This will increase store
awareness, especially among the younger demographic they are trying to target more.
Evaluating the Campaign’s Success
We suggest three tactics on how to continue checking their success.
Tactic 1:
We suggest that Brookton’s Market’s goal for this campaign should be to shoot for a 25%
increase in social media presence within a twelve-month period.
Tactic 2:
We suggest that they offer a dropbox service in-store in order to get feedback on their progress.
This box should be checked once every two weeks for the first three months of the campaign’s
implementation, then once a month to continue that their customers are happy and that the
market’s campaign is successful.

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Tactic 3:
They place a survey on all of their social media platforms, as well as their website, so that people
could give feedback for an incentive. The surveys could be sent out three months after campaign
implementation, again at six months, and once more at twelve months. Look to Exhibit E in the
appendix.
Through these evaluation techniques, an increase in overall business, follower count and
activity on social media should indicate this campaign’s success, and in traffic from a younger
demographic. By communicating with customers in stores, they can see who follows them, who
heard about them through social media, and promote their media to those who don’t follow
them.
Estimated Fees Associated with the Campaign
Throughout this project, Sixth Sense PR has worked to produce an informative proposal
that will help Brookton’s Market grow. The fee associated with our project is a retainer of
$7,500. As a team, we have collectively put in 50+ hours researching and developing our plan.

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References
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10 Things Every Small-Business Website Needs. (2010, November 7). Retrieved September 15,
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2013 Profile of Town of Caroline. (2013, December 1). Retrieved September 15, 2015.
"About Us." BROOKTON'S MARKET"The Best Neighborhood Store" N.p., n.d. Web. 03 Oct.
2015.
BROOKTON'S MARKET: "The best neighborhood store" (n.d.). Retrieved September 15, 2015.
Dandy Mini Mart. (n.d.). Retrieved September 26, 2015.
Frank, M. (2015, June 4). Which Social Media Platform is Right for Your Small Business?
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Getz, L. (n.d.). Small Stores, Big Changes. Retrieved October 5, 2015.
Hayzlett, J. (2015, April 9). Social Media Marketing Tips for Local Businesses. Retrieved
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How Your Small Business Can Use Social Media to Boost Sales. (2015, March 27). Retrieved
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Jones, M. (n.d.). 17 Tips For Getting Your Small Business Started With Social Media Marketing.
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Neff, J., & Jack Neff. (04/08/2013).Advertising age: WALMART TAKES TV FIGHT LOCAL;
aiming to inject its ads with social-media immediacy, the retail giant is shifting spending
from national airtime to local spots featuring controversial price comparisons with
grocery rivals. Crain Communications Ltd.
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Retrieved October 5, 2015.
Rooney, J. (03/28/2011). Advertising age: LOYALTY INNOVATION, NOW AN 'ORGANIC'
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drive latest push to solidify brand. Crain Communications Ltd.
Soderlund, A. (2015, May 6). Small Business and Social Media in 2015: A Survey | Clutch.co.
Retrieved October 5, 2015.

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Strom, S. (2012, July 7). Has ‘Organic’ Been Oversized? Retrieved September 15, 2015.
Supermarkets & Grocery Stores in the US: Market Research Report. (2015, October 1).
Retrieved November 13, 2015
Theriault, M. (2013, December 10). Key Steps to Building Your First Small Business Website.
Retrieved October 11, 2015

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Appendix
Exhibit A:

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Exhibit B:

23. 23
Exhibit: C:

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Exhibit D:

25. 25
Exhibit E:

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Pre-Release:
For Release On October 28,2015, 1:00 p.m. For more information, please contact:
Katie Callahan
Cell: 607-226-1438
Kcallah5@ithaca.edu
Sixth Sense PR Firm Takes on Brookton’s Market Revamping Project
Student-run firm looking to engage a larger audience via social media outreach
Ithaca, N.Y. -- Oct. 21, 2015 -- Sixth Sense Public Relations is a small company made up of five
Ithaca College students committed to growing and improving local businesses through a wide
array of strategic marketing and communication strategies.
Recently, Sixth Sense PR has taken on a local business, Brookton’s Market, which is a
neighborhood market located in Caroline, N.Y. Sixth Sense PR will be working with Brookton’s
Market throughout the Fall 2015 semester. Brookton’s Market’s main goal is to engage its local
community through a strong neighborhood identity and customer service.
“We are excited to get moving on new projects this semester,” said Sixth Sense PR member, Rob
Pantridge. “Every day we are learning more in the field of public relations and we cannot wait to
implement these skills in the real world, with real businesses.”
For more information on Sixth Sense PR, please be sure to contact project manager Katie
Callahan at 607-226-1438 or kcallah5@ithaca.edu.
########
About Brookton’s Market
Brookton’s Market is a small neighborhood market located in Caroline, N.Y. The market strives
to be very community-based and it hosts events for the entire town to come and enjoy.
Brookton’s Market has been in business for seven years and depends on their strong customer
loyalty. The market strives to sell food that is locally made, while also trying to sell food that is
affordable for the public.

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Press Release:
For Immediate Release . For more information, please contact:
Katie Callahan
Cell: 607-226-1438
Kcallah5@ithaca.edu
Brookton’s Market Looks to Boost Online Presence
Sixth Sense PR suggests tactics to increase brand awareness
Sixth Sense has been working to improve the public relations campaign of Brookton’s Market
throughout the first ten weeks of the semester and are looking to fulfill our client’s needs within
the last five weeks.
Social media is a growing platform that enables a connection a company may not otherwise be
able to create. Using social media would allow a business such as Brookton’s Market to engage
with its customers on a more individualized basis and would build on Brookton’s goal to serve
its community better. Especially seeing that Brookton’s is trying to reach a younger
demographic, social media is going to be key in attracting a new set of customers, seeing that the
younger demographic is very active in a number of social media platforms.
One large part of the social media marketing campaign will be the implementation of the hashtag
Sixth Sense has created for the market. Two of these hashtags include #BondAtBrooktons and
#KnowYourNeighbors. Sixth Sense suggests that these be used on all of the social media
platforms to create a unified front for the new demographics, among those being college students
and younger families.
Sixth Sense is also suggesting that Brookton’s Market revamps the look of their website.
Through tightening the website, Brookton’s would be able to increase their search engine
optimizations (SEO). This would allow the market to be found more easily on Google and Bing,
helping to draw in more customers.
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About Brookton’s Market
Brookton’s Market is a local, organic market located in Brooktondale, N.Y. They are focused on
creating a large community-feel with their customers. Brookton’s services the local community
through their groceries and deli aspects of the market. They host events and promotions to
attempt to build customer loyalty and keep them at the forefront of the community’s mind.

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Post-Release:
Current Instagram page
Goal is for 25% follower increase (83 to 103)