FlowerPot PR Agency

is proud to present...

PR

Spring

2016

Ithacas

Wizarding
Weekend

Contact Information
Julia Bjornland
jbjornland@ithaca.edu
Taryn Cordani
tcordani@ithaca.edu
Katie Crewdson
kcrewdson@ithaca.edu
Josh Fidanque
jfidanque@ithaca.edu
Max Ley
mley@ithaca.edu
Scout Will
swill@ithaca.edu

Table of Contents
1 About the Agency
2 Executive Summary
3 Situation Analysis
4-5 Competitor Analysis
6 SWOT Analysis
7 Secondary Research
8 Objectives
9-11 Target Audience
11 Situation Analysis
12-32 Tactics
33 Evaluation
34 Timetable
35-36 Budget
36-37 Professionals
38-47 Appendices

About the Agency

Flower 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. Thats 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.

Executive Summary

FlowerPot 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 years
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 Weekend. 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 Lifes 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
years Wizarding Weekend!
Sincerely,
FlowerPot PR Agency

Situation Analysis
Wizarding 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
Ithacas 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
3
plan to expand the event to the whole Commons.

Competitor Analysis
Ithacas 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
Weekends main competitors are Oktoberfest, Apple Fest, Historic Ithaca
Haunted Tours and the Ithaca Farmers Market.
HAUNTED HOUSE HISTORY TOURS
Ithaca 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 their
Halloween 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 have
minimal online marketing presence.
ITHACA FARMERS MARKET
The farmers market is another great attraction in
the Ithaca area and brings both tourists and those
living in the surrounding area. The farmers market
has become an integral part of the Ithaca
community 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 farmers 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 Farmers market are
free to the public and offer a large range of vendors
and activities.

Competitor Analysis
APPLE 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 Fest
Facebook 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 ITHACA
Oktoberfest began as a tradition in
Germany in 1810 and currently is
recognized and celebrated throughout the
world. Ithacas 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.

SWOT Analysis
Strengths

Huge Harry Potter fan base

People love festivals/getting involved in
the community
Ithaca architecture can resemble Hogwarts
Free entrance
Local support

Weaknesses

New 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

Opportunities

Social media engagement

Local businesses will want to be involved
Partner with the local businesses
Fan base new parents/growing fan base (first
book published in the 90s)
New book coming out

Threats

Other events happening during

Halloween

Secondary Research
We 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.

Objectives

The 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 Audience
Target 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 childrens
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 years event. It was
mentioned by the New York Daily News, MTV, and numerous magazines,
and we hope to expand the Wizarding Weekends 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.

Target Audiences

The Reynolds Family

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.

Nick
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.

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Strategies
1) 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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Tactics
1 LOCAL COMMUNITY
We will involve local businesses and the
community by implementing a variety of new
and exciting Harry Potter themed activities.

1-A BUSINESSES
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
Weekends 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.

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Tactics
1-B DANCE
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.

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Tactics
1-C QUIDDITCH
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.

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Tactics
1-D PERFORMANCES
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.

Various magicians will be in The

Commons performing throughout the
event. The most impressive and
large-scale acts will be selected to do
their magic on the main stage.
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Tactics
1-D PERFORMANCES
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.

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Tactics
1-D PERFORMANCES
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.
17

Tactics
1-E HOGWARTS CLASSES
Wizarding 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
1-E HOGWARTS CLASSES
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.

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Tactics
1-F MOONIES EVENT
During 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 Wizarding
Weekend 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 beloved
organization in Ithaca. See Appendix D for
examples of materials that could promote the
film screening at Cinemapolis.

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

2-A RAFFLE
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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Tactics
2-B COLLECT INFORMATION
We will run an audit of all the media outlets that have covered 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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Tactics
3 EVENTS
We 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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Tactics
3-B APPLEFEST
Wizarding 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 Years Wizarding
Weekend!

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Tactics
3-C FARMERS MARKET

Wizarding Weekend will set up a table at

The Ithaca Farmers 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.

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Tactics
4 ONLINE SOCIAL MEDIA
We will use online and social media to
publicize Wizarding Weekend and involve
target audiences.

4-A INSTAGRAM
Wizarding 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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Tactics
4-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.

28

Tactics
4-B WEBSITE HINTS
For Wizarding Weekends website, we
suggest keeping it minimal to align
with J.K. Rowlings 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 theyll need to come to the
event to find out more!

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Tactics
4-C TWITTER
For Wizarding Weekends 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.
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Tactics
5 MEDIA OUTLETS
We will send press kits to media outlets in our
target cities to increase coverage of the event.

5-A PRESS KIT

We 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 and
information about Wizarding Weekend. There will
also be a buyers guide in the press kit, which lists
all the businesses involved and what they are doing.
We suggest having the buyers guide available for
attendees at all entrances during the event, and also
posting it on all social media platforms before the
event. Along with the invitation and buyers guide,
the press kit will also include candy and other Harry
Potter themed goodies. See Appendix A for the
contents of this press kit.

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Tactics
5-B ADVERTISEMENTS
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.
Binghamton
Newspaper Binghamton Sun-Bulletin
Radio WWYL 104.1
Syracuse
Newspaper Syracuse Post-Gazette
Radio WNTQ 93.1
Utica
Newspaper Utica Observer-Dispatch
Radio WLZW 98.7
Buffalo
Newspaper The Buffalo News
Radio WKSE 98.5
Rochester
Newspaper Rochester Democrat and
Chronicle
Radio WPXY 97.9
Albany
Newspaper Albany Times Union
Radio WFLY 92.3
Ithaca
Newspaper Ithaca Journal
Radio WFIZ 95.5

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Evaluation

SOCIAL 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 ATTENDEES

We will compare the amount of people that visited last year to

this year.

PRESS COVERAGE

We 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 CARDS

We 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 TRAVELERS

One 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.

ITHACAS ECONOMY

Compare the way the economy was last year during the
Wizarding Weekend to this year. We can also compare the
way the economy was doing prior to this event, and during.

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Timetable

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Budget
POSTERS:

Count: 100
Size: 12x 14 posters
Price: 73 cents

TRIP TO UNIVERSAL:
Price: $300 in tickets

STICKERS:

Count: 50
Size: 12x18
Price: $1 - fit as many on sheet as possible

ADVERTISING IN NEWSPAPERS*:
Ithaca: $38
Buffalo: $267
Rochester: $458
Albany: $289
Utica: $88

ADVERTISING IN RADIO*:
Buffalo: $70
Rochester: $44
Utica: $25
Albany: $50
Ithaca: $50

PRESS KIT:

Candy: $18.80
Envelope: $19.88
Printing Costs: $10
Postage: $9.60
*Prices represent five run time spots

BUDGET: $11,000

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Budget

3 6

Bios
Julia Bjornland a sophomore at Ithaca College majoring in Integrated 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 colleges 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.

Julia Bjornland
Katie Crewdson is a sophomore Integrated Marketing
Communications 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 Colleges 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.

Katie Crewdson

Taryn Cordani

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 Womens 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 Colleges 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 ICs 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.

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Bios
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 American
Advertising Federation. He is also a member of Lambda Pi Eta,
the national honor society of the National Communication
Association. 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.

Max Ley
Josh Fidanque is a sophomore Integrated Marketing
Communications major with a minor in Legal Studies at
Ithaca College from Miami, Florida. He is currently an
Engagement Intern for Hillel at Ithaca College, and a student
member of the Ithaca College branch of the American
Advertising 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 sports
advertising 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.

Josh Fidanque
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 a
Transmedia Content Strategist for ICTVs 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.

Scout Will

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Appendices Content
APPENDIX 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
3 9

Appendix A
BUSINESS GUIDE

4 0

Appendix A
PRESS KIT

Dear_________,
You are cordially invited to this years 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 lsschocolates@gmail.com.
Yours Sincerely,
The Wizarding Weekend Team

INVITE
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Appendix A
PRESS KIT

SAVE THE DATE

CANDY
4 2

Appendix B
PICTURE FRAME

4 3

Appendix C
MOONIES POSTER

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Appendix D
CINEMAPOLIS POSTER

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Appendix E
CRAFTS

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Appendix E
CRAFTS

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Appendix F
TWEET FOR GOLDEN SNITCHES

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