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FlowerPot PR Agency is proud to present... Wizarding Weekend Ithaca’s PR Spring 2016

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Page 1: Harry Potter Wizarding Weekend

FlowerPot PR Agencyis proud to present...

WizardingWeekend

Ithaca’s

PR Spring

2016

Page 3: Harry Potter Wizarding Weekend

Table of Contents

1 About the Agency2 Executive Summary3 Situation Analysis4-5 Competitor Analysis6 SWOT Analysis7 Secondary Research8 Objectives9-11 Target Audience11 Situation Analysis12-32 Tactics33 Evaluation34 Timetable35-36 Budget 36-37 Professionals38-47 Appendices

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About the AgencyFlower Pot PR is a small public relations agency based in Ithaca, New York. Our creativity “stems” from our unique perspectives and ability to collaborate. As a diverse group of employees, we efficiently bring together a wide variety of skills, talents, and interests in order to build innovative Return on Investment public relations strategies for our clients. We work with organizations that match our passion and have the ability to dream as big as we do. Our employee/client partnership allows our visions to “blossom” into reality. Our agency believes that a business cannot truly “grow” without successful public relations initiatives. That’s where we come in. At FlowerPot PR, Agency we have the “green thumb” of brand awareness. You planted the seeds, now let us do the rest.

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Executive SummaryFlowerPot PR is excited to be working with Wizarding Weekend to help in the planning of this incredible event that will take place in The Commons of Ithaca, New York this October. This is only the second year of this annual event, so Wizarding Weekend has a lot of room to grow. FlowerPot PR has fresh ideas to make this event even bigger and better than last year! First, we hope to promote Wizarding Weekend within Tompkins County by supporting local businesses and further involving the community. We also hope to advertise Wizarding Weekend in all major cities across New York, as well as in other states. This year’s event will be much larger, so we are including our ideas for more activities that could be done. Also, we have ideas on how to raise overall awareness and excitement for this event by increasing and improving on social media and marketing communications.

Within this proposal are our suggestions for expanding Wizarding Week-end. This includes adding more booths and activities as well as attracting more people to the event. Wizarding Weekend will be partnering with more local businesses this year to create various different activities. We also suggest having performances on a main stage in The Commons throughout the event. Wizarding Weekend is anticipating 12,000 attendees this year (a 50% increase from last year). To inform people about the event, we are targeting families through newspaper and radio advertisements, and millennials through social media. Additionally, local audiences can hear about the event through our promotion at various fall events in Ithaca. We will target audiences from other cities by advertising in their newspapers and radio stations, and also by sending press kits to different news stations and media outlets.

We would like to thank Darlynne Overbaugh, owner of Life’s So Sweet Chocolates, for meeting with us and answering our questions during this process. Thank you for coming in to listen to our suggestions, and thank you for your hard work, dedication, and creativity in planning such an amazing event. We enjoyed working with you and we look forward to this year’s Wizarding Weekend!

Sincerely,FlowerPot PR Agency

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Situation AnalysisWizarding Weekend will bring the world of Harry Potter to the streets of downtown Ithaca for the second time this Halloween weekend. The event brings people from all over the country (and even Canada!) and allows for visitors to explore Ithaca as many of the local businesses partake in Ithaca’s version of the wizarding world. The 2016 event will focus on the third and fourth books, Harry Potter and the Prisoner of Azkaban & Harry Potter and the Goblet of Fire.

What makes this event unique from other Harry Potter attractions is that the event is not aiming to make money, but instead to bring fans together to participate in and embody the spirit of Harry Potter within the Ithaca community to embrace the beauty of Ithaca. This is a huge opportunity for Ithaca tourism to increase and for the city to get “heads in beds.” This event is also individual to Ithaca because rather than decorating the commons to be like Hogwarts, they plan to utilize the natural aesthetic of the commons.

Our agency believes that Wizarding Weekend will be a huge success this year and will continue grow in size and popularity. Last year the event was pulled together in only two weeks and expected participation from only local Harry Potter fans. Instead, over 8,000 people attended. This year, Wizarding Weekend expects a 50 percent increase and plans to host over 12,000 attendees. To accommodate this, they plan to expand the event to the whole Commons. 3

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Competitor AnalysisIthaca’s Wizarding Weekend is truly a special event that is unique to the Ithaca area. The weekend draws a crowd that is seeking a certain experience that most of its competitors cannot offer. Wizarding Weekend’s main competitors are Oktoberfest, Apple Fest, Historic Ithaca Haunted Tours and the Ithaca Farmer’s Market.

HAUNTED HOUSE HISTORY TOURSIthaca is filled with great history and attracts

people that are looking to experience a piece of the past. With the beautiful historic architecture and establishment of Ithaca College and Cornell,

as well as the manufacturing of Ithaca Guns, there is a lot to experience. Ithaca History Tours

draws a significant amount of tourism, just as the Wizarding Weekend is aiming to do. Similar to the Harry Potter event, The History Tours market to

both locals and tourists, especially for theirHalloween event. They are also competitors of one another because the Haunted House Tours thrives

around Halloween, which is also the weekend for the Harry Potter event takes place. The Haunted House Tours are at a disadvantage because they

lack a Facebook page for the event and haveminimal online marketing presence.

ITHACA FARMER’S MARKETThe farmers market is another great attraction in the Ithaca area and brings both tourists and those living in the surrounding area. The farmer’s market has become an integral part of the Ithacacommunity and has been “cultivating earth and community since 1973” according to their website. The market is filled with excitement and recurring customers. Its popularity is evident through their Facebook page, which has over 17,000 likes. This is a major competitor for the Wizarding Weekend because the farmer’s market is open every weekend up until the frigid winter months, and will also be open over the Halloween weekend. Both the Harry Potter event and the Ithaca Farmer’s market are free to the public and offer a large range of vendors and activities. 4

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Competitor AnalysisAPPLE HARVEST FESTIVAL

Apple Fest is an Ithaca favorite and is attended by most of the Ithaca population. It is also well

established and will be going into its 34th year in 2016. This event is similar to Wizarding Weekend

because it also occurs over the entire weekend Friday to Sunday, and takes place throughout the

commons. This festival offers live music and a wide range of food and activities, including fair

rides and games. In 2015, the Apple FestFacebook page had 6,800 RSVPs and drew and incredibly large crowd. It is a main competitor for Wizarding Weekend because it is aiming to

draw a similar-sized crowd based on the location that each takes place, as well as the fact that both

events are in the fall. OKTOBERFEST IN ITHACAOktoberfest began as a tradition inGermany in 1810 and currently is recognized and celebrated throughout the world. Ithaca’s Oktoberfest was in its fourth annual year in 2015 and lasts for only one Saturday in October from 12 to 5. The event takes place in restaurants throughout around the downtown Ithaca area as opposed to throughout the commons. To attend, tickets must be purchased for $20 .

This past year in 2015, Oktoberfest drew 2,300 RSVPs on its Facebook event, which is less involvement than the 3,500 people that replied that they were interested in Wizarding Weekend Facebook event. The advantages Oktoberfest has over Wizarding Weekend are that it is an established “holiday” and so very little marketing would have to be used to explain the event. This event also has the ability to serve alcohol, in which the Wizarding Weekend cannot. The lack of alcohol permit is not too big of a detriment for the Wizarding Weekend considering the target market is children and young adults. 5

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SWOT AnalysisStrengths

Huge Harry Potter fan basePeople love festivals/getting involved in

the communityIthaca architecture can resemble Hogwarts

Free entranceLocal support

WeaknessesNew event, not as widely recognized

Surrounded by rural upstate New York, not many major cities within 60 miles

Not everyone is a die-hard Harry Potter fan

Social media engagementLocal businesses will want to be involved

Partner with the local businessesFan base new parents/growing fan base (first

book published in the 90s)New book coming out

Opportunities

Other events happening during Halloween

Threats6

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Secondary ResearchWe decided to conduct a survey on Google Forms to gather secondary research on the event.

First, we started by asking whether or not they attended the Wizarding Weekend.

For those who said they did not attend the Wizarding Weekend, we asked what they would like to see most at the event if they did attend. Quidditch was number one on the list and second to that was themed snacks and food from the novel, such as chocolate frogs and butter beer.

For those who did attend the event, we first asked what could be improved upon for next years event and respondents said a map would be incredibly helpful and would improve the experience. One anonymous respondent said, “I was overwhelmed without a map of where everything was!”

The respondents also said that they had hoped it would be in a larger location, so there is room for more activities and food, as well as just wanting the Wizarding Weekend to be bigger and more involved altogether. One respondent said, “there were a lot of people jam-packed into a tiny space. If they spread it out more along the commons, that would probably be better.” In addition to that, attendees also wanted “more hands on activities,” and “a band/orchestra playing Harry Potter-themed music.”

Description of the chart:We asked people which events they attended to gain insight as to what attendees favorite events or performances were. This is depicted in the chart.

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ObjectivesThe FlowerPot Public Relations team plans on achieving the following objectives:

1) To promote Wizarding Weekend within Tompkins County, involving local businesses and community members. We hope to partner with many of the businesses located in the Ithaca Commons to host a fun event for community members. We also hope to involve Ithaca College and Cornell University students, both as attendees and performers.

2) To advertise Wizarding Weekend in all major cities across New York State as well as in other states. Out-of-state travelers act as tourists and are great for the local economy. Therefore, we have a special marketing budget to advertise to audiences coming from farther away. 3) To expand the event to take over the Ithaca Commons and accommodate more activities. This year, the entire Ithaca Commons will be used to hold more activities. Wizarding Weekend is partnering with several additional groups this year, such as the Community School of Music and Arts for a “Yule Ball” and the Tompkins County Library for Hogwarts classes.

4) To increase the breadth and effectiveness of marketing communications. We will increase social media usage for the event on a variety of platforms. We will also expand upon print and radio advertisements to include more cities and markets that are farther away.

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Target AudienceTarget audiences have been selected based on their connections to the world of Harry Potter. The primary audience of this campaign is families. Many parents with children in elementary school are young enough that Harry Potter has not only been a big part of their children’s lives, but their own as well. The majority of families attending are very familiar with the franchise. For parents whose children have not read the books or seen the movies, the Wizarding Weekend could be used as a way of introducing their kids to the series and educating them on the cultural phenomenon that is Harry Potter. Entire families could actively participate in the event by dressing up as their favorite characters from the series.

The secondary audience is millennials. This group is defined as people born between the years 1981 and 1996. With the Harry Potter books and movies being released between 1997 and 2011, this covers essentially every age group in this bracket. The movies and books make millennials nostalgic about their childhood; the Harry Potter Wizarding Weekend would be a perfect outlet for this group to let our their inner child.

We aim to draw attention from various television and radio stations, newspapers, and social media pages. This will generate major interest and create a larger buzz than that of last year’s event. It was mentioned by the New York Daily News, MTV, and numerous magazines, and we hope to expand the Wizarding Weekend’s reach to an even larger media audience for this coming year.

In terms of cities within New York State, we are attempting to reach Buffalo, Syracuse, Albany, Utica, Rochester, Ithaca and New York City. On a larger scale, we hope to reach audiences in Toronto, Philadelphia, Boston, Washington D.C., and other big cities on the East Coast.

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Target Audiences

Meet the Reynolds. Both parents, Joe and Nicole are in their early thirties. They are both English teachers, with Nicole working at an elementary school and Joe working at a middle school. The Harry Potter book series came out when they were teenagers, so they had a good amount of exposure to it growing up. They also have two children: Christopher, aged 10, and Jessica, aged 11. Their strong Harry Potter fandom is something that Nicole and Joe have passed down to their children, as both kids have read all the books and seen all the movies. The kids are still at an age where playing fantasy games are fun, and the opportunity to see their favorite series come to life would be a dream come true.

Meet Nick. A millennial born in 1993. He is a self-proclaimed “90s kid” that feels very nostalgic towards the entertainment media of his childhood; the Harry Potter series is no exception. He grew up reading the books as they came out and watching the movies in the same manner. The opportunity to relive a series that was such a large part of his youth would be an excellent way for him to reminisce and feel like a kid again.

The Reynolds Family

Nick

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Strategies1) We will involve local businesses and the community by implementing a variety of new and exciting Harry Potter themed activities.

2) We will collect contact information from attendeees and run an audit of media outlets, to benefit future marketing communications.

3) We will host activities during several fall events to promote the various things to do during Wizarding Weekend.

4) We will use online and social media to publicize Wizarding Weekend and involve target audiences.

5) We will send press kits to media outlets in our target cities to increase coverage of the event.

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TacticsWe will involve local businesses and the community by implementing a variety of new and exciting Harry Potter themed activities.

1 LOCAL COMMUNITY

We want to draw more attention to the different businesses involved in Wizarding Weekend, and increase traffic to their stores. To do this, we will create a guide that details what every business is doing or selling at the event. We will post this guide on Wizarding Weekend’s social media and also have it in these businesses’ stores. This guide will be included in the press kit (see appendix A) we will send to media outlets.

1-A BUSINESSES

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Tactics

Wizarding Weekend will include the Community School of Music and Arts by having a “Yule Ball” in their dance hall on Saturday night.

Families can attend from 6:30pm – 8:30pm and watch magicians, take a dance lesson, and get their picture taken in the “Have You Seen This Wizard?” frame. See Appendix B for an example of this frame.

Adults can attend from 9:30pm – 12:00am and enjoy a more traditional Yule Ball. There will be mocktails and snacks (such as a chocolate fountain), and a large dance floor with a DJ.

1-B DANCE

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Tactics

We will involve the Ithaca College and Cornell University quidditch teams by having them compete in a quidditch match as well as mentor other players.

1-C QUIDDITCH

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Tactics

We will have a main stage in The Commons to hold performances during the event. For the performers, we will reach out to community members as well as students and groups from Ithaca College and Cornell University.

1-D PERFORMANCES

Various magicians will be in The Commons performing throughout the event. The most impressive and large-scale acts will be selected to dotheir magic on the main stage.

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Tactics

Local bands, musicians, and singers will be able to perform on the main stage if they would like. PorchFest held in early Spetember, would be a good opportunity to ask various groups if they are interested in performing.

1-D PERFORMANCES

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Tactics

We will reach out to the dance teams at Ithaca College and Cornell University to see if any would be interested in performing at this event.

We will also reach out to various musical groups at these schools to see if any groups would like to sing or play Harry Potter music.

1-D PERFORMANCES

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Tactics1-E HOGWARTS CLASSESWizarding Weekend is partnering with the Tompkins County Library to hold Hogwarts classes.

One class will be Defense Against the Dark Arts, where students will be given a wand and learn different spells. They will learn proper wand technique as well as pronunciation to perform these spells and defeat the dark wizards. We will have volunteers dressed up as dark wizards, and they will act as if they are being defeated by the various spells.

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Tactics

Another class will be History of Magic, where students will be “taking a test.” This will be fun Harry Potter trivia, and students can win candy for correct answers.

A third class will be Potions, where students will learn about and get to see many of the interesting ingredients used in potions at Hogwarts. Then, students can drink potion (punch) from a cauldron.

1-E HOGWARTS CLASSES

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Tactics1-F MOONIES EVENTDuring the month of September, we will collaborate with the bar Moonies to hold a Harry Potter themed Trivia Tuesday night. This will create buzz and excitement about Wizarding Weekend within our secondary target audience: college students and millennials.

If the trivia night is well received, another Harry Potter Trivia Tuesday can be held in October, the week before Wizarding Weekend. See Appendix C for an example of a flyer that could promote the themed trivia night.

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Tactics

1-G CINEMAPOLIS EVENT The Harry Potter movie screening hosted by Cinemapolis during Wizarding Weekend last year was unpopular because everyone wanted to be outside exploring the streets. We plan on partnering with Cinemapolis again, but this year we will show the movies on the Thursday night before the event begins.

Cinemapolis will play “The Prisoner of Azkaban” and “The Goblet of Fire” films because they are the books that WizardingWeekend is focusing on this year. This will be a great way to get children and families excited for the event and thinking about the magic that will fill the streets of their hometown the next morning.

In addition to promoting Wizarding Weekend, the screening will help to support a belovedorganization in Ithaca. See Appendix D forexamples of materials that could promote the film screening at Cinemapolis.

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Tactics

2 COLLECTING DATA

2-A RAFFLE

We will collect contact information from attendeees and run an audit of media outlets, to benefit futuremarketing communications.

We will have a raffle at the event, where for a small fee you can be entered into a chance to win a trip to the Harry Potter world in Universal, Orlando!

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Tactics2-B COLLECT INFORMATIONWe will run an audit of all the media outlets that have cov-ered Wizarding Weekend. Last year, the event was covered in The Cornell Daily Sun, the Ithaca Voice, The Ithacan, and the Ithaca Journal as well as Syracuse.com and the NY Daily News.

We would try to attract the attention of these outlets again to raise awareness and excitement for Wizarding Weekend. This year, we would also try to get coverage from local blogs such as 14850, local newspapers such as the Finger Lakes Times, and local Television stations such as News 10 Now. We would reach out to all of these outlets by sending them online and in person press kits.

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Tactics3 EVENTSWe will host activities during several fall events to promote the various things to do during Wizarding Weekend.

3-A PORCHFEST During PorchFest, Wizarding Weekend will hold a music contest where various artists and musical groups will sing or play Harry Potter songs to win a prize. Flyers, stickers, and other informational materials would be distributed during the contest.

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3-B APPLEFESTWizarding Weekend will have a booth at Applefest, with a sneak peak of the Harry Potter themed candy, food, and drinks that will be available during their event. This booth will literally be “A Taste of This Year’s Wizarding Weekend!”

Tactics

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Tactics

Wizarding Weekend will set up a table at The Ithaca Farmer’s Market this fall. This booth will be geared towards children and have Harry Potter themed crafts. Each week will focus on a different craft. We will encourage the kids to hold on to the things they make so that they can bring, wear, and use them at Wizarding Weekend. Flyers, stickers, and other informational materials will also be distributed at this booth. See Appendix E for examples of the crafts that kids could potentially make.

3-C FARMER’S MARKET

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Tactics4 ONLINE SOCIAL MEDIAWe will use online and social media to publicize Wizarding Weekend and involve target audiences.

4-A INSTAGRAMWizarding Weekend can increase their social media presence by developing their Instagram. Their account, IthacaIsWizards, only has one post.

Wizarding Weekend can involve the community through various Instagram challenges or contests. They will encourage people to “Find the magic in Ithaca” by taking pictures of things in Tompkins County that remind them of Harry Potter world.

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Tactics4-A INSTAGRAM

Leading up to the event, IthacaIsWizards will post “sneak peeks” of the different exciting activities that will take place during Wizarding Weekend. They will do this every Wednesday and call it “Wizarding Wednesday”

To make their Instagram account stand out, we suggest using the free app boomerang, which turns a series of pictures into a video. These “moving pictures” would remind fans of the Daily Prophet newspaper in Harry Potter, where the pictures also move.

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Tactics

For Wizarding Weekend’s website, we suggest keeping it minimal to align with J.K. Rowling’s marketing strategy. J.K. Rowling would keep many things about each new book secret, but would post mini “spoilers” about the book to raise excitement. Wizarding Weekend could do the same, posting hints about certain activities, but telling fans they’ll need to come to the event to find out more!

4-B WEBSITE HINTS

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Tactics

For Wizarding Weekend’s Twitter, we will hold a contest to promote the local businesses that are involved in the event.

Leading up to Wizarding Weekend, someone could put golden snitches in different stores. When someone finds a golden snitch, they would tweet a picture to @ithacaiswizards and also tag the business that they found it in.

We thought a clever way to do this would be to have people “snitch” on local businesses (a play on the words Golden Snitch). They would use our hashtag #ISnitchOn and then tag the business! The first person to find each golden snitch could win a prize, and then the snitches could be re-hidden at other stores! See Appendix F for an example of a tweet.

4-C TWITTER

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Tactics5 MEDIA OUTLETSWe will send press kits to media outlets in ourtarget cities to increase coverage of the event.

5-A PRESS KITWe will send a press kit to local and distant media outlets to inform them and invite them to come to Wizarding Weekend. In the press kit, there will be an invitation to the event, with the appearance of a Hogwarts acceptance letter. The invitation includes the date and time as well as activities andinformation about Wizarding Weekend. There will also be a “buyer’s guide” in the press kit, which lists all the businesses involved and what they are doing. We suggest having the buyer’s guide available forattendees at all entrances during the event, and also posting it on all social media platforms before the event. Along with the invitation and buyer’s guide, the press kit will also include candy and other Harry Potter themed goodies. See Appendix A for thecontents of this press kit.

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Tactics5-B ADVERTISEMENTS

BinghamtonNewspaper – Binghamton Sun-Bulletin

Radio – WWYL 104.1

SyracuseNewspaper – Syracuse Post-Gazette

Radio – WNTQ 93.1

UticaNewspaper – Utica Observer-Dispatch

Radio – WLZW 98.7

BuffaloNewspaper – The Buffalo News

Radio – WKSE 98.5

RochesterNewspaper – Rochester Democrat and

ChronicleRadio – WPXY 97.9

AlbanyNewspaper – Albany Times Union

Radio – WFLY 92.3

IthacaNewspaper – Ithaca Journal

Radio – WFIZ 95.5

We will send the press kit to various media outlets in Buffalo, Syracuse, Rochester, Utica, Albany, Ithaca, and New York City. We will also send them to the out-of-state cities of Toronto, Philadelphia, Boston, and Washington D.C. Also, we will place a newspaper and radio advertisement in the cities in New York State.

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EvaluationSOCIAL MEDIA We will track the number of likes on Facebook, followers on Twitter, and use these platforms to get feedback from the target audience directly.

AMOUNT OF ATTENDEESWe will compare the amount of people that visited last year to this year.

PRESS COVERAGEWe will watch the amount of media coverage that the Wizarding Weekend gets throughout the campaign, and keep record of the number of times the event is talked about in all forms of media.

COMMENT CARDSWe will place comment cards throughout the event for anyone that wishes to give some feedback on the event. We will also monitor what people thought of the event through social media.

THE AMOUNT OF OUT-OF-TOWN TRAVELERSOne of our goals is to increase the amount of people that are coming from out of state. By raffling off a prize, we will collect demographic information to use in future marketing communications.

ITHACA’S ECONOMYCompare the way the economy was last year during theWizarding Weekend to this year. We can also compare theway the economy was doing prior to this event, and during.

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Timetable

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BudgetPOSTERS:

Count: 100Size: 12x 14 posters

Price: 73 cents

TRIP TO UNIVERSAL:Price: $300 in tickets

STICKERS:Count: 50

Size: 12x18Price: $1 - fit as many on sheet as possible

ADVERTISING IN NEWSPAPERS*:Ithaca: $38

Buffalo: $267Rochester: $458Albany: $289

Utica: $88

ADVERTISING IN RADIO*: Buffalo: $70

Rochester: $44Utica: $25

Albany: $50Ithaca: $50

PRESS KIT: Candy: $18.80

Envelope: $19.88Printing Costs: $10

Postage: $9.60

*Prices represent five run time spots

BUDGET: $11,00053

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Budget

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Bios

Taryn Cordani is currently a sophomore at Ithaca College majoring in Integrated Marketing Communications with a minor in Sociology. You can find her running for the Women’s Cross Country and Track & Field teams all year round. As a two-time All-American, running is a huge part of her life. She is also a Project Manager for Ithaca College’s branch of Student Consulting for Nonprofit Organizations, which helps local nonprofits in the community overcome strategic challenges.. Additionally, Taryn serves as the Event Coordinator for IC’s chapter of Public Relations Student Society of America. Her commitment to service is a reflection of her career goals in cause marketing. It is her goal to use advertising, PR, social media, and new technologies to help create social good. In the summer of 2016 Taryn will be venturing out West to work as a Communications Intern at The Wildlife Society in Denver, CO. If she went to Hogwarts, she would be a Seeker on the Ravenclaw Quidditch team and aspire to be a journalist for the Daily Prophet.Taryn Cordani

Julia Bjornland

Katie Crewdson

Katie Crewdson is a sophomore Integrated MarketingCommunications major with minors in Psychology and Spanish.

She is originally from Buffalo, NY and will be interning there this summer at a Marketing firm. On campus, Katie is the Vice President of Park AdVenue, which is Ithaca College’s chapter of

the American Advertising Federation, and is also involved in many student organizations. In the future, Katie hopes to work

at an advertising agency as a Copywriter or Creative Director. If Katie went to Hogwarts, she would be a Gryffindor and would

definitely be best friends with Fred and George.

Julia Bjornland a sophomore at Ithaca College majoring in Inte-grated Marketing Communications, with a minor in Writing. She is from Utica, NY and has a passion for art, fashion, and design. On campus, Julia is the Executive for the Advertising/Marketing team for the club HiFashion Studios. She is the Secretary of the club ParkAdVenue which is the college’s chapter of the American Advertising Federation. Julia is also apart of a workgroup to help solve the issues of inequality on campus, and to create a better community between students and the Office of Public Safety. Over the summer. she will be a Marketing/Communications intern at a local business in Utica. In the future, Julia wants to go into fashion marketing by going towards the career of an Art Director. If Julia went to Hogwarts, she would be in Ravenclaw and would own a pet owl named Sarah.

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Bios

Max Ley

Josh Fidanque

Scout Will

Max Ley is a sophomore at Ithaca College majoring in Integrated Marketing Communications with a minor in legal studies. He is originally from Wallkill, New York. He is a student member of

Park Advenue, the Ithaca College branch of the AmericanAdvertising Federation. He is also a member of Lambda Pi Eta,

the national honor society of the National CommunicationAssociation. He is a huge fan of the New York Knicks and the New York Yankees and hopes to intern with the Hudson Valley

Renegades this summer. They are a minor league baseball team located in Fishkill, New York. His goal is to one day work in the

marketing arena of a sports or music-related field. If he went to Hogwarts, he would be a member of the Gryffindor Quidditch

team.

Josh Fidanque is a sophomore Integrated MarketingCommunications major with a minor in Legal Studies atIthaca College from Miami, Florida. He is currently anEngagement Intern for Hillel at Ithaca College, and a student member of the Ithaca College branch of the AmericanAdvertising Federation, Park AdVenue. Josh is an avid sports fan of all Miami teams, specifically the Florida Panthers. Josh is also a car enthusiast; his favorite car 1993 Acura NSX, and hopes to own one in the future. Josh aspires to work in the sportsadvertising industry, hopefully for a team he loves. If he went to Hogwarts he would be spending his time hanging with Ron,Harry, and his pet owl, Simon.

Scout Will is currently a sophomore at Ithaca College majoring in Integrated Marketing Communications with a minor in English

from Lancaster, Pennsylvania. At Ithaca College, she is aTransmedia Content Strategist for ICTV’s show “Office Hours” as well as on the advertising team for HiFashion Studios. Over the summer of 2016 she will be working as a marketing intern

at Eden Retreat Center, a health & wellness retreat based in Tarcoles, Costa Rica. At the end of the summer she will also be

working at the Honeybrook Golf Club as a waitress and beverage cart attendant. She hopes to someday use her degree to work in

the hospitality business, and more specifically somewhere tropical where she can work as a marketer at a resort, hotel & restaurant. If she attended Hogwarts, she would be dating Ron Weasley and

own a shelter for hurt or abused owls. 83

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Appendices ContentAPPENDIX A:

Press Kit

APPENDIX B: Picture Frame at Dance

APPENDIX C:Moonies Event Poster

APPENDIX D: Cinemapolis Event Poster

APPENDIX E: Crafts

APPENDIX F: Tweets for Golden Snitches

93

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Appendix ABUSINESS GUIDE

04

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Appendix A

14

PRESS KIT

 

 

Dear_________, You are cordially invited to this year’s Wizarding Weekend in Ithaca, New York. From Friday October 28th at 2pm to Sunday October 30th at 5pm we are transforming Press Bay Alley of into the magical streets of Diagon Alley. There will be Harry Potter themed events, goodies, and souvenirs for witches and wizards of all ages. Such festivities include Quidditch matches, wizarding duals, Hogwarts classes, wizarding chess, a costume contest, and a competition for the House Cup. We hope you are able to join us for a festival of sorcery and help us celebrate the Wizarding World! For more information please contact Headmaster Darlynne Overbaugh at [email protected].

Yours Sincerely, The Wizarding Weekend Team    

INVITE

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Appendix APRESS KIT

24

SAVE THE DATE

CANDY

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Appendix B

34

PICTURE FRAME

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Appendix C

44

MOONIES POSTER

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Appendix D

54

CINEMAPOLIS POSTER

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Appendix E

64

CRAFTS

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Appendix E

74

CRAFTS

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Appendix F

84

TWEET FOR GOLDEN SNITCHES