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Kristen E. Lindsay • 303.601.2219 • Kelindsay1@gmail.com

Education • University of Wisconsin-Madison. Madison, WI • Bachelor of Arts degree, graduated with Honors May 2011 • Major: Journalism with an emphasis in Strategic Communications; Certificate in Business

Advertising and Marketing ExperienceTwo Degrees Food. National.External Strategies Intern (January 2011-May 2011)

• Developed new ideas to pitch at internal strategic planning meetings and aided in implementation of ideas• Managed Twitter, Facebook, and blog accounts to increase consumer engagement• Pitched stories to local media at 11 college campuses nationwide

Student Spill. Madison, WIWeb Master (December 2009-May 2011)

• Built and managed an interactive website using Adobe Dreamweaver and Adobe Flash for Student Spill, a student-run organization of more than 200 members that is expanding to 15+ campuses nationwide

Daily Cardinal Media Corporation. Madison, WIAdvertising Account Executive (September 2009-May 2010)

• Managed advertisements, insertions and advertising campaigns of more than 50 accounts at The Daily Cardinal, a daily student-run newspaper with a circulation of 10,000 competing with five local newspapers

Ultimate Electronics. Denver, COAdvertising and Marketing Intern (June 2009-September 2009)

• Assisted marketing department with advertising, coordinating events and promotions for 32 stores including four grand openings), tracking financials, and researching competitors

Public Relations Experience Special Olympics Wisconsin. Madison, WIPublic Relations Intern (November 2010-May 2011)

• Wrote press releases, PSAs, and media advisories for State Games• Designed collateral for statewide distribution using Adobe InDesign, Adobe Photoshop, and Adobe Illustrator

The Children’s Hospital. Aurora, COPublic Relations Intern (June 2010-September 2010)

• Worked with local and national media in placing stories, generating coverage and writing press releases• Organized a sponsorship presence at the largest outdoor event for kids in Colorado and managed 16 volunteers at the event• Wrote and posted article abstracts for TheChildrensHospital.org using a Content Management System

Peeples Ink. Vail, COPublic Relations Intern (May 2008-August 2008)

• Compiled relevant media contact lists and conducted research to promote 16 accounts• Wrote press releases and media pitches to promote clients resulting in one story being covered in a local

newspaper, several local television stations, and a radio station

Communications Leadership ExperienceWisconsin Dance Marathon. Madison, WIMarketing Director (May 2010-May 2011)

• Created and executed a comprehensive marketing campaign including promotional videos, posters and handouts using Adobe Photoshop, Adobe InDesign, Adobe Illustrator, and iMovie• Managed a marketing committee of 15 students

Pi Beta Phi –Wisconsin Alpha Chapter. Madison, WIVP Communications (December 2008-December 2009)

• Designed and updated a chapter website using a Content Management System• Managed marketing and public relations for the chapter’s philanthropies, events, and external relationships

• Composed a monthly newsletter sent out to approximately 1,200 active members and alumnae

K r i s t e n E . L i n d s a yKe l i ndsay1@gma i l . com • 303 .601 .2219 • 29248 Bo l t on C t . Eve rg reen , CO 80439

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I. Worked on the Paciugo account, a local gelato shop. Secured full sponsorship for The Daily Cardinal’s Fall Favorites Issue.

Paciugo recieved $1,233 worth

of advertisements in The Daily

Cardinal in return for the prizes

they offered our readers. I

worked with the owner of the

shop to select an arrangement

of advertisements that would

best suit the business’ needs.

Fall 2009

II. Managed a committee of 10 to ensure articles and pictures were submitted quarterly to the Pi Beta Phi national magazine, The Arrow.“Pi Beta Phi Relay For Life”By: Kathryn Schmidt (Initiated 2008)

Everyone is affected by cancer; whether someone you know personally has suffered from it or whether you have changed the type of sugar you consume to avoid causing it, everyone has a link to the deadly and prevalent disease. Relay for Life offers people around the globe a chance to celebrate the lives of people who have battled cancer, remember loved ones lost, and fight back against the menace.

Last spring, the Wisconsin Alpha Chapter of Pi Beta Phi participated in the University of Wisconsin Madison’s Relay for Life event. As captain of the Pi Phi team, I was responsible for creating and registering a team, coming up with creative ways to fundraise, and motivating the team throughout the all night event. Because cancer never sleeps, the participants of the Relay do not either, but instead, partake in a variety of activities throughout the night, while team members take turns circling around the track, ensuring that one representative is walking at all times. Relay for Life started small and over the years, has grown into a worldwide phenomenon. It began in 1985 when Dr. Gordy Klatt, a colorectal surgeon, spent twenty four hours, both walking and running, around a track, in efforts to raise money for the American Cancer Society. Each year, over 3.5 million people in 5,000 communities in the United States, along with additional communities in 20 other countries, take part in Relays to raise money and promote awareness. Pi Phi was more than happy to contribute to the cause.

The Dads are Back in (Mad)townBy Lindsey Labelle (Initiated 2008)

In the words of the 1970s band, Thin Lizzy, “the boys are

back in town”. Indeed, when the leaves change, the boys (or dads, rather) come back to Madtown for the annual Pi Beta Phi Dad’s weekend. Pi Phi dads from far and wide know it’s time to rally for a spectacular tailgate, football game, and bar crawl, but don’t be fooled by their friendly demeanor; this group means business when it comes to football and a night on the town. As their daughters sport cardinal red “Daddy’s Little Angels” track jackets and chanting Pi Phi anthems, it’s easy to see where that Pi Phi vivacity (and stunning good looks) come from. This year’s festival included a venture to Capital Square for a bar crawl at the Essen Haus, Great Dane, and ended the night on Lake Street at the Kollege Klub after slaughtering Michigan in football at Camp Randall Stadium. Though they may have never met, the dads banded together as if they were old college buddies, sharing countless laughs and old memories. Madison truly brings out the best in both friends and family; turning strangers into comrades, and strengthening that irreplaceable bond between father and daughter. Aside from the bonding, the tailgate was frenzy of facial trait recognitions, with plenty of comments such as, “Oh my gosh! You look just like your father” or “I can tell which daughter you belong to!” Given the copious amounts of spirit at the tailgate and football game, it appears as if Wisconsin is each and every dad’s Alma Matter. Despite their acclimation to Wisconsin culture, many dads hold other team affiliations, but somehow, the fumes from the grilled brats at the tailgate and the spirit of the Badger football fans encourage them to switch allegiances and cheer for each Wisconsin first down. My dad, a University of Minnesota graduate and a Gopher fan through and through, can’t help but admit he “totally should have gone to school here” each time he visits.

Fall 2009

END

Chalk lines

Rocks

Stop sign

Crosswalk

Cones

START

STATION 1

STATION 2

STATION 4

STATION 5

STATION 3

Bicycle Safety Course Layout:

Station One: “Straight and Steady”: Instruct kids to keep their bicycle tires inbetween two narrowly drawn lines on the concrete.

Station Two: “Hand Signals”: A poster at this station will show kids the hand signals for “left”, “right”, and “stop”. Tell the kids to use these hand signals throughout the rest of the course.

Station Three: “Rock Dodge”: Kids must dodge the rocks on the course.

Station Four: “Crosswalk”: Kids must stop and look both ways to yield for pedestrians.

Station Five: “Cones”: Instruct kids to zig-zag their way around the cones and then come to a stop at the end of the course.

July 2010

III. Organized and executed a sponsorship presence at KidSpree for The Children’s Hospital and managed 16 volunteers at the event.

Colorado’s Largest Outdoor Festival Just for Kids!

auroragov.org/kidspree • 303-326-8FUN

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10 a.m. to 5 p.m.

BICENTENNIAL PARK

13655 E. Alameda Avenue

(Alameda and Potomac, just west of I-225)

freeadmission

15th Annual

Park in thesouthwest lotat Town Center at Aurora tocatch the

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I. Conducted competitive analysis for Ultimate Electronics regarding Daily Deals. Compiled competitors’ ads weekly.

July 2009

IV. COMPETITIVE REVIEW

Brand Share for Frozen Novelties

US - May 2009

Company Brand

Rolling 52 weeks ending February 24, 2008

Market Share

Rolling 52 weeks ending February 22, 2009

Market Share

% point change

($ million) (%) ($ million) (%) (2008-09)

Nestlé S.A. Total 614 24 662 25.3 1.3

(Switzerland) NestlÈ Drumstick 140 5.5 141 5.4 -0.1Dreyer's Edy's 93 3.6 132 5 1.4The Skinny Cow 109 4.3 121 4.6 0.3Häagen-Dazs 60 2.4 82 3.1 0.7

Unilever Total 577 22.6 564 21.5 -1.1

Klondike 125 4.9 117 4.5 -0.4Popsicle 100 3.9 94 3.6 -0.3Klondike Slim-A-Bear 54 2.1 59 2.3 0.2Fudgsicle 52 2 54 2 0

Wells Dairy Total 274 10.7 298 11.4 0.7

Weight Watchers 157 6.2 181 6.9 0.7Wells Blue Bunny 40 1.6 40 1.5 -0.1Weight Watchers Smart Ones 19 0.7 24 0.9 0.2Wells Blue Bunny Sweet Freedom 20 0.8 16 0.6 -0.2

Data may not equal totals due to roundingSource: Mintel/based on Information Resources, Inc. InfoScanÆ Reviewsô

The Popsicle brand holds 3.6 percent of the frozen novelties market share, which is

almost 17 percent of Unilever’s market share. Nestle S.A. holds 3.8 percent more of the

market share for frozen novelties than Unilever. Wells Dairy falls behind Unilever by 10.1

percent of the market share, making them a less significant competitor in the market.

Therefore, Nestle and Unilever’s frozen novelty brands stand as the market leaders.

I. INDUSTRY REVIEW

The frozen foods market is extremely successful, and in 2014, it is projected that frozen food

shipments will increase to $85.5 billion. The frozen food market thrives because there is a huge

consumer demand for convenience-oriented products that simplify or reduce time spent on

food preparation and cleanup.

The ice cream and frozen novelty segment of the frozen

food market includes hard and soft ice cream, hard and

soft frozen yogurt, sherbet, sorbet, gelato and ice cream

novelties. From 2004 to 2009 ice cream shipments declined

due to the United States economic recession. The consumer

views ice cream as an indulgence, and therefore is less likely

to purchase such a product on a budget. In addition, a

trend towards healthy eating lead to consumers avoiding

ice cream products that contained high fat and sugar

content. In 2009, ice cream shipments made up 9.6

percent of the $72.6 billion frozen food shipment market.

Although ice cream shipments declined from 2004 to 2009, it is

expected that ice cream will experience the fastest rate of growth

in 2014, increasing 5.2 percent per year. This forecast is attributed

to brand leaders targeting health-conscious consumers with

new mini-sized novelties and low-fat, sugar free products.

The frozen food market trends are now focused on providing

consumes with healthy alternatives, while still maintaining taste.

II. Interactive Digital Media Plan for Popsicle

II. COMPANY, BRAND & PRODUCT REVIEW

The Popsicle brand is an American Classic, with

more than 30 creative variations of the original

Popsicle product . Unilever, the owner of the Popsicle

brand, maintains 21.8 percent of the frozen novelty

segment of the frozen food market. Other frozen

novelty brands the company owns include Breyers,

Ben & Jerry’s, Good Humor, and Klondike. Unilever

is able to command a greater market share then other frozen novelty companies

because it offers consumers a wide range of products from several brands.

The Popsicle brand stimulates childhood memories of traditional ice cream treats. The

original Popsicle brand is the most kid-centric and light-hearted of Unilever’s product

lines. In addition, Popsicle is viewed as a high-value product because of its low cost.

Unilever has successfully made these “fun” products

also fall under the category of “better-for-you offerings”,

helping parents feel good about offering there kids

these treats. Popsicle has acknowledged the growing

health concerns for kids, and has launched better-for-

you options including sugar free, no sugar added, 100

calories, and popsicles made with juice and vitamin C.

Character licensing and co-branding strategies are

widely used by Popsicle, featuring Dora the Explorer

and Super Heros and other kid-driven brands like Jell-O

and LifeSavers. However, the Popsicle brand has only

has penetration into slightly more than a fourth of

households; not signifying strong brand acceptance.

V. SWOT ANALYSIS

STRENGTHS• Healthy, pre-portioned/

pre-packaged

(personal sized products)

• Significant growth attributed to

increased demand for

portion-controlled products

• Dominant market position

• Efficient use of resources

• Geographical diversification

• Extensive regional and national

brand portfolio

WEAKNESSES• Declining operating margin

• Unilever has a declining market

share by 1.1 percent from 2008

to 2009

• Has not been able to achieve

penetration in more that ¼ of

households- no strong brand

alliance for consumers

OPPORTUNITIES

• Growing demand in the snack

department

• Unilever strategic acquisitions

• Huge potential in emerging

children-catered health-food

market

• Brand trust among parents who

grew up with brand—play off of

nostalgia

• Could advance its acceptance

among the health-conscious by

developing popsicles that could

be used as a replacement for

sports recovery drinks or energy-

enhancing bars

THREATS

• Rising popularity of private

labels

• Highly competitive market

(Nestle huge competitor, and

leader in the industry)

• Distinguishing Popsicle products

as a brand from the word’s

popular use in the English

language as any frozen treat on

a stick

December 2010

Overall Plan Goal:

For Two Degrees Food to be recognized nationally for its one-for-one movement, providing a great tasting bar that allows consumers to help fight malnutrition in Africa.

Messages and Themes:

Theme:“Is good. Does good.”

Key Messages: • Two Degrees Food produces all natural, healthy, and tasty nutrition bars, that allow individuals to make an impact on the global issue of malnutrition while furthering healthy lifestyles on a daily basis.

• On an individual level, Two Degrees helps consumers make a global difference in their everyday lives while doing good for themselves too.

• “Broken down: You are eating for two.”

• There are just two degrees of separation between you and a hungry child.

• Revolutionary nutrition packs are 95% effective but only reach

3% of children in need.

• For every nutrition bar a consumer buys we give a nutrition pack to a hungry child. A nutrition pack is a revolutionary treatment known as Ready-to-Use Food that has a 95% success rate in treating chronic and severe malnutrition.

• Two Degrees Food is the connection between individuals in the U.S. and Africa.

• Feed a hungry child by purchasing food that tastes good and does good for the global community.

Opportunity Statement:

Two Degrees Food recently launched their company in January 2011 in collaboration with Valid Nutrition and Partners in Health. They are a socially-

responsible, environmentally-friendly and health-conscious company that produces a tasty nutritional snack. They stand out

among the nutritional bar category by providing a one-for-one model, promising

for every bar sold nationally a nutrition pack is given to a malnourished child in Malawi,

Africa. Two Degrees has a unique opportunity to increase distribution of the revolutionary Nutrition Packs, which have a 95% success rate of treating malnutrition that only reach 3% of those in need. This new nutritional bar has a competitive advantage as it is a pioneer in this industry, tying their product to a worldwide cause, giving consumers a hassle-free way to contribute to the issue and make an impact. Two Degrees bars are currently sold on their easy-to-navigate website. The plan is to expand it into more reliable retail locations, making the bars more accessible to consumers. This one-for-one business model is sure to succeed given the right publicity to generate awareness and effectively target the key publics via word-of-mouth efforts.

Given that Two Degrees is a brand new company, there is an opportunity to gain awareness of the unique pairing of the three great-tasting bar flavors and the mission to feed 200 million hungry children. Two Degrees states that by purchasing a bar, the consumer is “eating for two” providing a convenient way for consumers to eat healthy and contribute to a worldwide initiative. The company should pay special attention to its publicity efforts in the early stages of its launch to ensure reaching its goals and avoiding financial failure. Generating awareness is key to gain the trust of consumers and open the door to future sales.

III. Complete Public Relations Plan for Two Degrees Food

Situation Summary:

Lauren Walters and Will Hauser teamed up to create a business plan that would combat world hunger while providing consumers with a tasty nutrition bar available in Apple Pecan, Cherry Almond, and Chocolate Peanut flavors. Two Degrees has decided to pair up with Valid Nutrition, which provides the revolutionary Nutrition Packs, and Partners in Health, which distributes the packs to malnourished children in Malawi. With the partnerships in place, Two Degrees launched their business model in January 2011 with a goal set to feed 200 million children in Third World countries. The company hopes to increase the number of children who have access to Nutrition Packs through consumers’ purchases of Two Degrees bars.

The company primarily uses e-commerce to sell its product in 9-bar packages, requiring consumers to actively pursue the product instead of unexpectedly seeing the product at a retail location. The e-commerce model necessitates more brand involvement instead of an impulse purchase at a store. The 9-bar package also requires new consumers to commit to a bulk purchase before testing the

product. While consumers may be hesitant to buy the bulk package, they have the opportunity to try all three flavors and incorporate the bars into their daily routine. Purchasing the product online also allows the consumer to buy the product in the convenience of their own homes without needing to go to a store. E-commerce also drives traffic to the website, where the consumer can read more about the company’s mission and the impact tied to the purchase of the product.

Two Degrees can expand their efforts by generating awareness among target consumers and creating a word-of-mouth campaign to combat malnutrition in Africa through daily purchases of the bars. The opportunity to drive more consumers to the Two Degrees website will prompt sales and bring the company closer to their goal of making a difference in child malnourishment. Younger generations have taken an interest in social responsibility and by tying the product to this trend can both increase awareness of the brand and make the bars a “hip” snack. The company allows consumers to simultaneously snack on a delicious, healthy product while making a difference in a Third World country, knowing they are making a healthy decision for themselves and a child in need.

Channel Strategy:

Interactive Media Channels:

FacebookThis social networking medium directly attracts and engages our target. Facebook allows consumers to interact with the brand, as well as keep up to date with news, photos, videos and promotions of Two Degrees.

TwitterTwitter allows Two Degrees to jump into the ongoing conversation of its consumers, and become a topic of conversation that followers can spread to their peers. This medium allows Two Degrees to get out news, updates and current efforts to millions and attract more consumer awareness

of the brand and reason to get involved in their mission. Twitter also allows Two Degrees to speak directly to its consumers and demonstrate their care about the people who are contributing to their company.

BlogsUsing blogs that focus on global efforts and issues that parallel the Two Degrees mission will help alert more consumers of the nutrition bar brand, that are likely to take interest in the mission. Two Degrees can also use their own blog to continue to develop a space where employees can reach out to consumers to make the brand more transparent and personal.

Media Channels

Local and National NewspapersLocal and national newspapers will widely reach our target and gain a large amount of awareness. Local newspapers will have a more personal approach to reaching our consumers, while national newspapers will reach a big region, fast.

Targeted MagazinesTargeted magazines have a unique point of view and content focus, which will integrate the Two Degrees brand name easily, and effectively reach our target market.

May 2011

IV. Year-long Honors Thesis project focusing on Facebook

May 2011

de

sign

projects

Wisco

nsin Dance Marathon

Memorial UnionGreat HallFe

brua

ry 18

-196

p.m. -

9 a

.m.Dance to make a difference!

All profits benefit The American Family Children’s Hospital!

Register at www.UWDanceMarathon.org.

Fo r

B u c k y ‘ s

K i d sEmail us wiscodm@gmail.comFollow us on Twitter! @WiscoDM

The more money you raise, the better chance you have of winning great prizes like concert tickets, Bucks tickets, Brewers tickets, or a Global Eurail Pass!

Must raise $125 to attend

Will You To Make

A Difference? You decide.Dance

Who we are: Wisconsin Dance Marathon

Visit our website at www.uwdancemarathon.org to get more information or email us at wiscodm@gmail.com!

What we do: Wisconsin DM raises money for The American Family Children’s Hospital in Madison by organizing a 15 hour event in February. Last year, we raised $80,433 For Bucky’s Kids (FBK)!

When is it? The third annual Wisconsin DM is February 18 from 6 p.m to 9 a.m. in the Great Hall at The Memorial Union. Mark your calendars!

Sign me up! Go to www.uwdancemarathon.org to learn how to register. To participate, each dancer must raise $125. It’s easy if you send out a few emails to family and friends - and it’s all For Bucky’s Kids!

F B K

January 2011 November 2010

THE WORLD IS WAITING

The car that smiles back...

...becuase it’s having just as much fun as you are.

There is nothing you can’t do while driving the smooth but tough Hummer H3. With 9.7 inches of ground clearance and a 3.7L engine, you can live your life with no boundaries. So just imagine the possibilities. Warning: you may receive jealous glares from friends and neighbors. But that’s the point, isn’t it?

May 2010 December 2009

because

R e f e r e n c e s • K r i s t e n E . L i n d s a y

Elizabeth Whitehead • The Chi ldren’s Hospital • Media Relat ions Special ist Phone: (720) 777-6388 Email: whitehead.elizabeth@tchden.org

El izabeth Costel lo • The Chi ldren’s Hospital • Wri ter in Strategy and External Affairs Phone: (720) 777-8767 Email: costello.elizabeth@tchden.org

Kel ly Kloepping • Special Olympics Wisconsin • Vice President Communicat ions Phone: (608) 442-5662 Email: kkloepping@specialolympicswisconsin.org

March 2010