For Public Relations, we had to design a public relations plan for a Bulgarian Yogurt brand, Trimona. My main part of the project was to design and create the whole book.

1. 1
Bulgarian Yogurt
Old World Taste with New World Health Benefits

2. 2
Contact Information
Erin Batty
ebatty1@ithaca.edu
Haley Cavanna
hcavann1@ithaca.edu
Jessica Kleeman
jkleema1@ithaca.edu
Claire Mirsky
cmirsky1@ithaca.edu
Georgie Porter
gporter1@ithaca.edu
Britney Verria
bverria1@ithaca.edu

3. 3
Table of Contents
About the Agency
Executive Summary
Situation Analysis
Competitive Analysis
SWOT Analysis
Primary Research
Objectives
Target Audiences
Strategies
Tactics
Timetable
Budget
Evaluation
Team Bios
Appendices
4
5
6
7
9
11
12
13
14
15
24
25
31
27
28

4. 4
About the Agency
We are Innovative Roots. We are
a Lifestyle PR agency that focuses
on giving health-oriented brands an
innovative spin. Our aim is to help
brands stand out and keep up-to-
date in this competitive, growing
lifestyle industry while maintaining a
clear identity. Our main objective is
to ensure that our client’s tradition
is timely and their product has a
prominent place in modern culture.

5. 5
Executive Summary
Starting in a tiny kitchen testing different batches of yogurt, to opening up their
own creamery, Trimona Yogurt has successfully put their Bulgarian yogurt into the
health food industry. With nothing removed and nothing added, Trimona yogurt is a
naturally healthy food. Trimona would like to build brand awareness and extend their
customer base, therefore spreading awareness of their original tangy and tart yogurt.
Though Trimona has a rich history and clear identity, it became clear to our
team that awareness is the area in need of most improvement. We hope to increase
recognition of this brand and help them, eventually, grow to a larger company. In
order to acheive these goals, we sought out solutions in yogurt product sizes, brand
ambassadors, promotional material, and participation in events. Additionally, we have
created new ideas for web and social media design and engagement. Our mission for
this campaign is to spread public awareness to health conscious individuals who are
ready to make a positive change in their lives through nutrition. With more market
awareness, Trimona Yogurt will receive increased revenue and higher profits.
TheInnovativeRootsteamwouldliketothankTrimonaYogurtforthisopportunity
in developing a public relations plan in hopes of improving awareness for this unique
company. We appreciate the opportunity to share our ideas in order to further improve
Trimona Yogurt’s brand identity.
Sincerely,
Innovative Roots

6. 6
Situation Analysis
WHAT IS TRIMONA?
TrimonaYogurtishealthy,organic,probioticyogurt,madefromgrass
fed cows. It has no additives, making it perfect for health conscious
consumers. The yogurt is not strained, and the healthy whey is kept
in the final product. It has an optimal ratio of Omega-6 and Omega 3
fatty acids, which are an essential part of a healthy diet. Additionally,
the yogurt is thickened through a natural process, leaving out any
additives. Nothing is removed from or added to the yogurt, it is
gluten free, and it is good for lactose intolerant consumers.
WHO MAKES IT?
Trimona Yogurt is made by Atanas Valevm who immigrated to the United States from
Bulgaria. He is proud to introduce his ethnic roots to the American yogurt culture.
His version of the American Dream started like many others—in his kitchen, working
late at night. After two years of experimenting and facing many sleepless nights and
failures, he has persevered to transform his kitchen into a creamery. Ever since the
beginning, he has had passion for creating yogurt. He firmly believes in preserving the
healthy aspects of his yogurt, as well as aspects from his culture. Yogurt is a huge part
of Bulgarian culture, and he has brought his healthy, tasty, treat to share with us.
WHAT IS THE YOGURT INDUSTRY LIKE?
Nowadays, there are a lot of different people that look for different things when they
buy yogurt. Some people are economically conscious, and scout for the lowest priced
yogurt, while others search for delicious flavor. A lot of people choose to buy the yogurt
with the most health benefits. Greek yogurt is very popular to these health-conscious
consumers, as well as low-fat or “fit” yogurt. Some health conscious or environmentally
conscious consumers also look for locally made, organic yogurt.

7. 7
competitor analysis
Location: Available at all major retailers such as Wegmans,
Tops,StopandShop,Target,Walmart,Riteaid,CVS,andKmart.
Price/unit: 5.3 oz ($1.79), 32 oz ($4.99)
Product details/lines: Fruit on the Bottom (13 flavors), Blended
(11 flavors), Simply 100 (8 flavors), Chobani flip (9 flavors),
Oats (4 flavors), Indulgent (3 flavors), Kids (4 flavors), snack
(4 flavors)
Name recognition: 96%
Strengths: Chobani is an innovator in this category, while
offeringconvenience,reasonablepricing,andvarietyofflavors
and product options. They have an advantage with their
unique packaging and notoriety within the product category.
Weaknesses: May be stretching itself too thin with recent
brand extensions, losing identity as a specialty yogurt brand.
Location: Available at all major retailers such as Wegmans,
Tops,StopandShop,Target,Walmart,Riteaid,CVS,andKmart.
Price/unit: 7 oz, ($1.89) 17.6 oz ($4.49)
Product details/lines: Total classic, Total 2 %, Total 0%, Total
classic split cup (5 flavors), Total 2% split cup (8 flavors), Total
0% split cup (14 flavors), Fruyo Classic (5 flavors), Fruyo 0% (7
flavors)
Name recognition: 57%
Strengths: Fage has an authentic Greek background (started
in 1926 in Athens, Greece), which also leads it to be available in
Europe as well as the US (has plants on both continents).
Weaknesses: Not as well known or inexpensive as Chobani
and Dannon Oikos.
Chobani Fage

8. 8
Competitor analysis
Location: Available at health-oriented smaller grocery stores
and cooperative markets.
Price/unit: 16 oz ($4.69), 32 oz ($8.89)
Product details/lines: Bulgarian yogurt, Non-fat Bulgarian
yogurt, Organic Bulgarian yogurt, and Organic Bulgarian
Non-fat yogurt
Name recognition: 3%
Strengths: White Mountain clearly identities as a health-
oriented brand, it is sold nationwide in select stores, and as a
brand it is very considerate and connected with its customer
base (extensive FAQ page, etc.).
Weaknesses: It is a smaller company with less name
recognition and a very “niche” product placement strategy.
Location: Available at all major retailers such as Wegmans,
Tops, Stop and Shop, Target, Walmart, Riteaid, CVS, and
Kmart.
Price/unit: single serve ($1), 4 packs ($3.79), and 32oz ($4.99)
Product details/lines: Traditional (10 flavors), Nonfat (12
flavors), Frozen yogurt (6 flavors), dips (4 flavors)
Name recognition: 91%
Strengths: Oikos is owned by a large conglomerate (from a
marketing standpoint, this product is a “star” for them, while
Dannon has many “cash cows” already), and Dannon is a
name that consumers know and trust.
Weaknesses: By keeping the Dannon name attachment, they
may be losing the niche market who are looking for authentic
Greek yogurt with maximum health benefits.
Dannon Oikos White Mountain

9. 9
Swot analysis
In order to effectively research and improve the Trimona Yogurt brand, a SWOT analysis was completed in order to recognize the
product’s internal strengths and weaknesses and external opportunities and threats.
Trimona Yogurt’s biggest strength is its authenticity. Although there are many healthy and organic yogurt options currently being
offered, few are being promoted as simple, authentic, and all natural. Many of the well known specialty yogurt brands, such as many of
Trimona’s competitors, have become so commercialized that they are spreading themselves too thin and making too many product lines.
Trimona Yogurt is simple, which is what makes it a great addition to a variety of delicious recipes. Trimona has a unique brand identity that
is recognized as being healthy, traditional and unique. The company is recognized in its ability to preserve history by including a pattern
used in the traditional Bulgarian pottery in its label design. The story behind the yogurt is another strength. Yogurt is the most popular
food in Bulgarian culture, and is used in many recipes and healing remedies. This is another strength since Trimona puts a lot of effort into
perfecting their yogurt, since the food item is such a large part of traditional culture. Another key strength of Trimona Yogurt is its health
benefits. It is organic and made with uniquely selected live-culture strains and whole milk from pasture-raised and grass-fed cows. It is
also recognized as having the perfect ratio of essential fatty acids combined with a centuries old manufacturing process.
Trimona Yogurt’s biggest weakness is that not enough people know about the brand or have never heard of Bulgarian yogurt in
general. While its authenticity is a strength it is also a weakness. Although its Bulgarian roots make it unique, some people care more
a well identified and popular brand name than a yogurt known for its tradition. Another weakness is that there are many other yogurt
brands that have the same health benefits as Trimona. This means that although the brand has unique benefits, it may fail to stand out
among its competitors.
Although Trimona Yogurt has a Facebook and Twitter page, there are not many followers on either social media site. Trimona
could do a better job at engaging with its audience by tweeting and posting about health benefits or upcoming promotions.
One external opportunity is that speciality yogurt is popular across markets. People are becoming more health conscious and
looking for new, all-natural yogurt brands to try.
Another opportunity for Trimona is to make its individual sized yogurts available at all of its retail locations. This way consumers
can try trimona in smaller quantities. Many people are also motivated to buy individually packaged containers because they don’t spoil as
quickly. Trimona Yogurt could also begin expanding in new markets in order to increase sales.
External threats facing Trimona Yogurt may include the growing popularity of greek yogurt. Brands such as Chobani and Fage have
become extremely popular over the years as both companies have developed a very strong brand image. Although Trimona has many of
the same health benefits as these popular yogurt brands, it must keep up to date on new trends in the specialty yogurt industry.

10. 10
Swot analysis
STRENGTHS
OPPORTUNITIES THREATS
WEAKNESSES
-Unique story behind yogurt
brand
- Many health benefits
-Traditional, simple recipe
-Website easy to navigate
-Can be used in many different
recipes
-Lack of Public Education
(about health benefits and au-
thenticity)
-Weak social media presence
(not many likes or followers;
only present on Facebook and
Twitter)
-Currently no press kit provided
-Only one flavor
-Only sold in two states (sold in
one store in Conn.)
-Speciality yogurt is popular right
now
-Potential appeal for health con-
scious consumers, people with di-
gestive problems, gluten allergies,
and a sensitivity to lactose
-Authenticity of brand identity with
an emphasis on Bulgarian tradition
-Expanding in the United States
-Improve website to better adver-
tise health benefits and interact
with target markets
-Should take better advantage of
social media popularity
-growing popularity of specialty
yogurt
-brand equity of competitor yo-
gurts
-many other yogurts have similar
health benefits (Trimona may not
be able to stand out)
-lack of brand awareness
-Expensive price point (not mass
produced)

11. 11
PRimary
Research
Yogurt is a very popular food. As you can see from the results, 10% of people eat it every day, and 55% of people eat it at least once
a week. (How often do you eat yogurt?)
The survey revealed that out of the people that eat yogurt, the large majority of people, 72%, buy it from large retailers, like
Wegmans, or Stop and Shop. About 10% of people buy their yogurt from discount stores, like Walmart. (Where do you buy your
yogurt?)
Out of the yogurt that people eat, 86% eat Greek, 12% eat soy, 2% eat Bulgarian, and 3% eat Turkish yogurt. (What type of specialty
yogurt do you eat?)
As you can see, most people eat either Greek or Soy yogurt, if they are choosing to buy a specialty yogurt.
What do you look for when you buy yogurt? 29%= Health, 23%= price, 23%= flavor, 14%= brand
What types of yogurt are people aware of ? 100% Greek, 6% Bulgarian, 5% Indian, 9% Turkish, 41% Soy.
Which yogurt brands are you aware of? 62% Chobani, 39% Dannon Oikos, Fage 24%. Only 5% of people were aware of Trimona
Yogurt
IMPLICATIONS OF RESEARCH:
Yogurt is popular, but Bulgarian yogurt is not. It is not popular due to lack of brand awareness, and lack of awareness of Bulgarian
yogurt as a whole. We need to increase awareness about the health benefits of Bulgarian yogurt. Also, we need to increase
Trimona yogurt’s brand awareness by promoting its health benefits, as well as the delicious flavor that it has, when used in
different recipes, or with added fruit.

12. 12
objectives
Increase brand awareness of Trimona Yogurt
Greek yogurt is a growing trend in the US, so is yogurt that is made more naturally and with fewer
ingredients. Trimonais local,organic,grass-fed and affordable.People may be searching for a product
like Trimona, but do not know that it exists. We aim to bring such people together with Trimona.
Create stronger brand image
Because Trimona is a relatively unknown brand to most consumers, we have the opportunity to
recreate the brand image. We plan to position Trimona as a healthy, organic, and classic yogurt.
Increase social media activity
We hope to create a stronger social media presence on Facebook, Twitter, and Pinterest. Pinterest
will have an especially strong role in our social media campaign due to Trimona’s popular use in
recipes. By creating a stronger media presence we will also help to fulfill our first two objectives, to
increase brand awareness and create a stronger brand image.
Increase sales by 10% within the year
If we successfully achieve our first three objectives, to increase brand awareness, create a stronger
brand image, and increase social media activity, an increase in sales will naturally follow.
1.
2.
3.
4.

13. 13
Target Audience
Kate is a 30 year old native Long Islander,
who currently lives in New Jersey. She works
for a publishing company in New York City.
She tries her best to stay active during the
day, often taking a walk during her lunch
hour. She also belongs to the gym near her
home. She believes it’s very important to eat
healthy and shops at either Whole Foods in
thecity,orherlocalhealthfoodstoreintown.
KateeatsTrimonaYogurtbecauseofitsgreat
health benefits. She loves that it is low in
sugar, but is still full of rich taste. She prefers
it to more popular Greek yogurts because it
useslocalingredientssheknowsshecantrust.
In her busy day, Trimona Yogurt allows her to
get the nutrients she needs to keep going.
This is Dr. John Manning. After
graduating from the University of Rochester
School of Medicine, he moved to Stamford,
Connecticut where he currently runs his own
family practice. Dr. Manning has subscribed
to a handful of health magazines and keeps
up with the latest changes in nutrition
recommendations. His practice specializes
in allergies, and he often sees patients
with a variety of food-related reactions.
Dr. Manning tells his more sensitive patients
about Trimona Yogurt because he believes it
is a very healthy alternative to other yogurts,
that is great even for the lactose intolerant.
He informs all of his patients about its
outstandingnutritionandnaturalingredients
as well. Based on the testimonies of these
patients, he continues to suggest Trimona
Yogurttoanyonelookingtoimprovetheirdiet.
This is Rosa, she is a 72 year old Bulgarian-
American woman. She is a happy mother of
three and grandmother to five. She lives in
Chicago,nextdoortohersisterandisaretired
schoolteacher. Rosa has lived with many
digestive issues, including Celiac’s Disease.
Recently, she has been diagnosed with IBS.
Rosa buys Trimona Yogurt because it is
gluten-free and good for her health. Growing
upinaBulgarianhousehold,sheateBulgarian
yogurt daily. She loves the creamy taste of
Trimona Yogurt and buys it weekly at her
specialty grocery store. She is sure to pass
down the tradition of Mediterranean yogurt
to her grandkids when they come visit too!

14. 14
Strategies
Motivate new customers to try trimona
If a consumer is grocery shopping they are not going to buy a full size of yogurt without having tried it first.
By distributing samples at local events, incorporating Trimona into recipes, and distributing promotional
materials to potential consumers and opinion leaders, people will be able to try Trimona at no cost. If
people have tried Trimona, the next time they see it in the grocery store they will be more willing to buy it.
Use all social media platforms to create more followers and likes on respective sites
Social media is increasingly becoming a larger part of a brand’s image. By increasing the aesthetic appeal
andeffectivenessofTrimona’swebsiteandsocialmediaplatformssuchasFacebook,Twitter,andPinterest
it can increase its brand awareness. It also enables to customers to interact with the brand directly.
Increase awareness and demand of Trimona throughout the local area
By motivating new customers to try Trimona, and increasing Trimona’s social media presence both the
demand and awareness of Trimona yogurt will increase. Furthermore by partnering with local cooking
classes and culinary schools Trimona’s usefulness as an ingredient in many recipes can be displayed
increasing demand even further. Lastly, by incorporating the presence of brand ambassadors into
Trimona’s repertoire students throughout the Tristate area will allow people to directly interact with the
Trimona brand in a variety of ways.
Create cohesive brand image
Through all of our designed promotional materials and campaign strategies we will hope to instill a sense
of brand continuity focusing on Trimona’s health benefits and classic taste.
1.
2.
3.
4.

15. 15
Tactics
We believe social media is one of the best ways to reach out to the public. Trimona Yogurt has done a good job of posting
to Facebook and Twitter rather frequently, about once a week or so. Nevertheless, there are some improvements that
can help to better communication with the target audience. Specifically, we hope to redesign the Facebook page, Twitter
site, and company website. We also plan to add Trimona Yogurt to Pinterest.
Social Media & Website Improvements
The Facebook page features some great photos of the yogurt and the conventions that
Mr. Valev has attended. Nevertheless, more could be done to improve interactions with
the public. The description should not be so much about the yogurt, but rather the
brand and its benefits. We suggest something simpler like “A delicious yogurt made in
old-world style with new-world health benefits!” The cover photo and profile picture
could also be more dynamic. As seen in the appendices, the logo should function as
the profile picture and the cover photo (which can be changed every month perhaps)
should be a photo of the yogurt in a recipe. However, we do like that currently many
related links, articles, and videos are posted.
This idea of linking Trimona Yogurt to other online resources should carry over to the
Twitter page. The company could definitely be more active on Twitter overall. We plan
to develop a system for Tweet, which involves Trimona tweeting every single day, using
hashtags that relate to the posts. For example, #eatclean, #healthy, #yum, #postworkout,
and #glutenfree are all hashtags that might draw in followers. Including tweets with #tbt
or Throwback Thursday might be a good idea to give followers an idea about the history of
Trimona Yogurt, while still remaining relevant. We also suggest more tweets that involves
others on Twitter. Currently, most posts are exclusively about Trimona. By tweeting at
other people and companies, Trimona Yogurt can build a network of followers and readers.

16. 16
tactics
Furthermore, we think adding a Pinterest page would be a unique and creative way
to establish more of an social media presence. Pinterest is a great site for Trimona
to post pictures and directions for recipes involving the yogurt. Thousands of
people use Pinterest everyday to search for recipes. We think a Pinterest board
would help to expand awareness of Trimona Yogurt. Whether someone searches
for a breakfast, snack, or dessert idea, Trimona will receive impressions and “pins”
to other pages. Pictures of this idea are provided in the appendices, as well.
Finally, we think the company website could use a bit of a redesign. Currently, it has lots of words, and only a few
pictures. Most Internet readers are not likely to spend much time reading full paragraphs of information. We want to
draw more attention and gain more lasting visitors to the website through the use of images and dynamic layouts.
The current site is practical and easy to navigate, but the new site would be more aesthetically appealing and exciting.
We do not want to change the feel of the brand because tradition is at the heart. However, we do want to get more
views and clickthroughs, which can only happen with a more updated look. An example site can be found at http://
haleycavanna.wix.com/trimona
Overall, this tactic will hopefully improve interactions with the target market, gain more followers/friends/pinners/
users, and inform potential consumers about the many amazing health benefits of eating organic, probiotic yogurt.
http://www.pinterest.com/trimonay/

17. 17
TACTICs
For the purposes of demonstrating this facet of our Public Relations plan, we are focusing on a few local community
festivals that represent the kinds of events Trimona should take advantage of in order to raise brand awareness. Let’s
look at the “Applefest” in Ithaca, NY. Festivals like this emphasize community, food, and entertainment. Additionally,
this event is a huge supporter of food, craft, and non-profit vendors from all over. Because Trimona is a healthy product
that is exclusively available in New York and New Jersey, but still has larger commercial opportunities, this would be
a great place for Trimona to gain visibility. A few more examples of these festivals would be the Hammonton Red,
White and Blueberry Festival in Hammonton, NJ, the Whitesbog Blueberry Festival in Whitesbog, NJ, the West Cape
May Strawberry Festival in Cape May, NJ, and the Chatsworth Cranberry Festival in Chatsworth, NJ.
Local Events
At these events, we suggests that members of the Trimona team set up vendor
booths. Not only would this be a place to provide information about where the
brand is sold and what health benefits Trimona yogurt offers, but there could
also be ready-to-eat fruit, nut and yogurt treats for sale at a reasonable price.
This would provide the community with an opportunity to taste the actual
product, realize its versatility, and actually come into real personal contact
with the brand image.

18. 18
Tactics
Partnerships
One of our main strategies to help Trimona is to increase
awareness and demand. A way we have found to tackle this
goal is to form partnerships with local cooking schools and
cooking classes in the tri-state area. By distributing recipe
pamphlets, nutritional information, and free samples to classes
like BOCES in Ithaca, NY and the Paul Smith Culinary College in
the Adirondack, Trimona Yogurt can generate more attention.
Trimona Yogurt might be incorporated in a “5 minute recipes”
segment or a healthy cooking specialty course.
If the future chefs or burgeoning culinary enthusiasts begin to
use Trimona Yogurt in their everyday cooking, there will be more
demand for the product overall. Trimona has done a great job
of creating interesting recipes with the yogurt, this tactic would
be a wonderful opportunity to put them to use in an effective
way. These partnerships will be at minimal cost to Trimona, all
while helping to expand the customer base and increase the
customer loyalty.

19. 19
tactics
Distributing Promotional Material
Promotional materials will be distributed at local events, Trimona sponsored cooking classes, and sent out to press
and local opinion leaders.
T-Shirts
T-shirts are a great way to promote a brand. Not only is a profit made off of the t-shirt sale, but when someone wears
the shirt the brand is getting free advertising.
Bumper Stickers
Bumper stickers can be produced at low cost and can have a high rate of impressions. The phrase “got Bulgarian” is
quite bizarre, which is our goal. People will question the phrase and will hopefully look up the website printed on the
bumper sticker (Trimona’s website) to see what it means. This will create not only create brand awareness but will in-
crease web traffic.
Spoon Sweepstakes
Our spoon promotion is going to be trialed at Ithaca College in hopes of being expanded to other schools in the Tristate area. The promotion
will work by replacing spoons used by the universities food sponsor with Trimona spoons. This spoons will be customized with “enter to
win” and Trimona’s website written on the stem of the spoon.
When consumers enter the Trimona website and click on the sweepstakes bar, they will be directed to an advergame. The advergame will
consist of a matching game of images of different trimona recipes. Once they complete the game and fill out their contact information they
will be entered into the sweepstakes.
The winner of the sweepstakes will win a gift card to greenstar (or any grocery store in the area that sells Trimona) for $100. The sweep-
stakes can also be altered so there are more winners by offering gift cards of different values.

20. 20
tactics
Press Kit: Giant Tub of Yogurt
Brochures
Recipe pamphlets are a great promotional element for Trimona to be handing out. What makes Trimona different
from its competitors is the ability to use it in a variety of recipes. Many of these recipes are already posted and shared
online in blogs or on the company website. However, by compiling consumer’s favorite recipes into a small pamphlet
a call to action to not only buy Trimona but use it will be made. This pamphlets can be handed out during local events
and sampling events but would be extremely effective to hand out during cooking classes as these people are more
likely to make the recipes and share with friends.
Brochures would be a great promotional element to hand out at local events and would be especially helpful in gaining
the attention of local opinion leaders. By approaching local opinion leaders with the key facts and figures about Trimona
and how it differs from everyday yogurts, they will really understand what Trimona stands for. These brochures will be
extremely effective to hand out to doctors and dietitians, as it will clearly outline Trimona’s health benefit.
The press kit will be sent out in a giant container of trimona yogurt that is insulated (about the size of a basketball). This
press kit will be sent out to local media outlets with the hopes that they will write an article on Trimona or even just
spread the world to their friends and family.
The press kit will contain a sample of trimona, a recipe pamphlet, the Trimona bumper sticker, the trimona brochure,
and a Trimona engraved spoon for keep.
This press kit not only has value in terms of spreading the word about Trimona but it has reusable elements such as
the insulated container and spoon. These elements can be brought as a lunch bag to work each day and by carrying it
around will further promote Trimona.
Recipe Pamphlets

21. 21
tactics
Marissa Lippert was named the “Best Nutritionist”
by New York Citysearch for the past 5 years running.
Currently, she works at Nourish: Nutrition Counseling
and Communications. She is always interested in giving
her clients a balanced diet, and would be interested in
learning about the health benefits of Trimona Yogurt.
Other nutritionists in New York City, New Jersey, and Long
Island.
Pediatriciansinthisareawouldalsobeabletorecommend
Trimona Yogurt to parents concerned about the health
of their small children. A brochure about Trimona Yogurt
could be placed into pediatricians offices as well, such as
in the Metropolitan Hospital Center, and Memorial Sloan-
Kettering in New York City.
Reaching Out to Opinion Leaders

22. 22
tactics
Talk shows and Food Networks
Martha Stewart: American Made puts local business owners into the spotlight.
She celebrates the entrepreneurs that have a passion for crafting high quality,
well-designed products. Her magazine and talk show are very popular across
the United States, and many people listen to her ideas.
She has featured Trimona Yogurt before, as an American Made food finalist.
Since many people follow her, they will be more likely to look into and research
Trimona Yogurt. Other food networks, and talk shows would benefit Trimona
Yogurt by introducing people to the product, and get its’ name out there and to
the public eye.
Other major opinion leaders, like Martha Stewart, would be Dr.Oz, and Rachael
Ray.
Local Newspapers
The Ithaca Times is the local newspaper in the Ithaca area.
It covers news about local news, sports, entertainment, and
personal health. The newspaper celebrates buying local, and
might be interested in publishing an article, in it’s personal
health section about Trimona Yogurt, due to its healthy
uniqueness, and its locality. Similar newspapers to this would
be NJ Monthly, NJ Lifestyle, NY Health and Life, Well + Good.
Other local newspapers, that you would want to try and get
journalists to publish an article in could include: NJ Monthly,
NJ Lifestyle, NY Health and Life, and Well + Good.

23. 23
tactics
A Trimona Yogurt brand ambassador would be a part time team member who would serve as the face of the
brand at various marketing events. Similar to an internship, a brand ambassador would be unpaid and enrolled
in a college or university. This person would gain experience with event production, marketing, social media
communications, and various other useful skills. The purpose of the brand ambassador is to increase brand
awareness and gain customer loyalty.
The student would be required to post to their Facebook and Twitter pages regarding Trimona. Such posts
would include information about a new promotion, a Trimona yogurt event on campus, or health benefits of
the yogurt brand. Trimona visits various campuses once or twice a year to help organize a promotional event.
A brand ambassador would also listen in on conference calls and provide marketing ideas or provide feedback .
They would also hand out samples or host free giveaways they think people at their school would like. The point
is to get other students on campus excited about Trimona and believe it is better than its competitors. The brand
ambassador should have the following knowledge and skills: excellent customer service skills; understanding of
the relevant market; self-starter; results-oriented; strong organizational skills; ability to multi-task. They would
also be required to have at least two years of relevant work experience. The brand ambassador would wear and
promote the Trimona shirt and other brand products. The student would also hand out a card which lists quick
and easy recipes which include Trimona Yogurt as the main ingredient. Brand ambassadors are a great way to
interact with the target audience (young college-aged people) while also getting publicity help from people
who are adept and want more practice.
Brand Ambassadors

24. 24
timetable
First of all, we suggest that social media activity should happen year round.
Our student brand ambassadors will focus on the college school year only.
Cooking classes focus on the holiday season and times that people would be seeking
help for cooking and hosting guests.
The harvest festivals, as previously mentioned, take place in early summer and early
fall.
Lastly, the opinion leaders that we have selected will be active during the “off times”
ofourotherinitiatives.Additionally,wearelookingatlateDecemberandearlyJanuary
because people will be focusing on healthy New Year’s resolutions.

25. 25
budget
Innovative Roots PR was given a budget of $10,000. Our team has broken down the costs in
order to better understand how much money should be invested in promoting Trimona Yogurt.
This budget does not include staff time estimates on a salary or hourly basis. It is important to
remember these expenses since they are an important part of utilizing the tactics.

26. 26
budgetThings that need to be in budget ($10,000 to work with) :
Overall Festival Participation
$300 per festival, with 5-6 festival booths in the year (2-3 times in fall, 2-3 times in summer)
Festival booths- $300
TOTAL: $2,100
150 Pamphlet prints/ 200 Brochure prints
TOTAL:$300
Brand ambassador samples
T-shirts, bumper stickers, spoons, samples
TOTAL: $300
50 yogurt tubs for press kits
TOTAL: $150
100 Tshirts (25 of each size)
TOTAL: $400
150 Bumper Stickers
TOTAL: $180
500 dixie cups for samples-
TOTAL: $120
20 large containers of yogurt for samples
TOTAL: $60
Variety of fruits depending on the season
TOTAL: $100
1000 custom compostable spoons
TOTAL: $500
Press Kit containers:
TOTAL: $750
Custom Spoons: $50 CAMPAIGN TOTAL: $5,010

27. 27
evaluation
Measure social media traffic
More brand awareness
Increase in sales
Google Analytics/SEO
1.
2.
3.
4.

28. 28
TEAM BIOS
ErinBattyisajuniorIntegratedMarketingCommunications
major with a minor in Environmental Studies from
Westchester, NY. She loves to be creative and hopes
to work at a job where her artistic abilities and care for
environmental issues are both ubiquitous. Erin likes her
Trimona with granola.
Haley Cavanna is a senior Communications Management
and Design major with a minor in the H&S Honors Program
from Lebanon, CT. After graduating this May, she hopes to
secure a job in Corporate Social Responsibility. She loves
to travel, learn about new cultures, and study languages,
particularly Spanish. Haley enjoys Trimona with diced
peaches.

29. 29
TEAM BIOS
Claire Mirsky is a junior Integrated Marketing
Communications major with a minor in journalism from
Pittsford, NY. She hopes to get an internship in the
marketing/advertising field in the summer and plans
to study abroad in Australia in the fall. She enjoys being
active in all aspects of life and leading an overall healthy
and balanced lifestyle. Claire likes her Trimona yogurt in a
smoothie.
Jessica Kleeman is a senior Communication Management
and Design major from Baltimore, MD. Upon graduation
in May, Jessica hopes to move to Los Angeles in order
to work in the exciting world of entertainment PR. She
enjoys yoga, traveling, and learning about new trends in
the communications industry. Jessica enjoys her Trimona
yogurt with bananas and honey.

30. 30
team bios
Georgie Porter is a French and Francophone Studies major,
with a minor in Integrated Marketing Communications,
from Long Island, NY. With her degree, she would like
to find a job dealing with international corporations.
She enjoys cooking, and learning new things, such as
foreign languages. Georgie likes her Trimona Yogurt
with strawberries, blueberries, and raspberries.
Britney Verria is a senior Theatre Studies major with an
Integrated Marketing Communicationsminor from Bristol,
RI. She has worked in many different facets of the theatre
worldduringherpastfouryearsatIthacaCollegeandhopes
to someday join a Regional Theatre as a resident actor or
director. She loves to see and create theatre, travel, read,
and spend time with her close friends and family. Britney
likes her Trimona with granola and craisins.

31. 31
appendix a

32. 32
appendix b

33. 33
appendix c

34. 34
appendix d

35. 35
appendix e

36. 36
appendix f