2. 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 Experience
Two 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, WI
Web 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, WI
Advertising 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, CO
Advertising 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, WI
Public 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, CO
Public 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, CO
Public 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 Experience
Wisconsin Dance Marathon. Madison, WI
Marketing 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, WI
VP 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 y
Kelindsay1@gmail.com • 303.601.2219 • 29248 Bolton Ct. Evergreen, CO 80439
project
management
3. 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)town
By 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
4. 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
Saturday & sunday
10 a.m. to 5 p.m.
BICENTENNIAL PARK
13655 E. Alameda Avenue
(Alameda and Potomac, just west of I-225)
free
admission
15th Annual
Park in the
southwest lot
at Town Center
at Aurora to
catch the
free
shuttle
6. 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 -0.1
Dreyer's Edy's 93 3.6 132 5 1.4
The Skinny Cow 109 4.3 121 4.6 0.3
Häagen-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 -0.4
Popsicle 100 3.9 94 3.6 -0.3
Klondike Slim-A-Bear 54 2.1 59 2.3 0.2
Fudgsicle 52 2 54 2 0
Wells Dairy Total 274 10.7 298 11.4 0.7
Weight Watchers 157 6.2 181 6.9 0.7
Wells Blue Bunny 40 1.6 40 1.5 -0.1
Weight Watchers Smart Ones 19 0.7 24 0.9 0.2
Wells Blue Bunny Sweet Freedom 20 0.8 16 0.6 -0.2
Data may not equal totals due to rounding
Source: 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
expectedthaticecreamwillexperiencethefastestrateofgrowth
in 2014,increasing5.2percentperyear. Thisforecastisattributed
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
alsofallunderthecategoryof“better-for-youofferings”,
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
andSuperHerosandotherkid-drivenbrandslikeJell-O
and LifeSavers. However, the Popsicle brand has only
has penetration into slightly more than a fourth of
households;notsignifyingstrongbrandacceptance.
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
7. 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:
Facebook
This 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.
Twitter
Twitter 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.
Blogs
Using 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 Newspapers
Local 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 Magazines
Targeted 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
8. IV. Year-long Honors Thesis project focusing on Facebook
May 2011
design
projects
9. W
isconsin Dance Marath
on
Memorial
Union
Great Hall
February18-19
6p.m.-9a.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.com
Follow 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!
Mustraise$125toattend
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
10. 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
11. 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 Children’s Hospital • Media Relations Specialist
Phone: (720) 777-6388
Email: whitehead.elizabeth@tchden.org
Elizabeth Costello • The Children’s Hospital • Writer in Strategy and External Affairs
Phone: (720) 777-8767
Email: costello.elizabeth@tchden.org
Kelly Kloepping • Special Olympics Wisconsin • Vice President Communications
Phone: (608) 442-5662
Email: kkloepping@specialolympicswisconsin.org
March 2010
