2015 junior Public Relation class. As Meraki PR, my team and I created this PR campaign for a local yoga instructor after meeting with her and assessing her needs. For this project I was responsible for tactics, budgeting, and overall assistance to my team members.

2. Kblizzard@ithaca.edu
Tbriski1@ithaca.edu
Cdipofi1@ithaca.edu
Rfishma1@ithaca.edu
Rlee6@ithaca.edu
Aling1@ithaca.edu
Cmatos@ithaca.edu
Fmooney1@ithaca.edu
Heart Thread Yoga
Owner: Rachel VerValin
607-222-1726
Heartthreadyoga@gmail.com
Heartthreadyoga.com
Kendall Blizzard
Taryn Briskin
Colleen DiPofi
Rachel Fishman
Rose Lee
Amanda Ling
Caroline Matos
Frances Mooney
Contact Information:

3. Table Of Contents
4. About the agency
5. Executive summary
6. Situational analysis
7. Industry trends
8. Competitor analysis
9. SWOT analysis
10. Research
11. Objectives
12. Primary audience
13. Secondary audience
14. Target market
15. Strategies
16. Tactics introduction
17. Print tactics
20. Outreach tactics
21. Social media tactics
23. Event Tactics
24. Apperal Tactics
25. Website Tactics
26. Media Tactics
27. Evaluation
28. Timetable
29. Budget
30. Bios

4. About The Agency
Meraki Public Relations
A small public relations agency based out of Ithaca New York. We are
comprised of 8 hard working enthusiastic women, each skilled in var-
ious components essential to developing and executing a successful
campaign. We pride ourselves in a history of delivering effective
public relations campaigns to our clients. Here at Meraki Public
Relations, we believe the clients needs always come first. No matter
what the obstacle our team is prepared to work together and closely
with our clients to meet your needs. We are passionate about
developing innovative public relations strategies using
creativity and collaboration.
4

5. Owned by Rachel VerValin, Heart Thread Yoga offers relaxing and fun yoga class experiences with-
in the Ithaca, New York community. Rachel VerValin feels passionate about focuses on giving
women an active life while being pregnant. From the first step in and the last step out of Rachel’s
class, students are her number one priority. Heart Thread Yoga is creates a nurturing environment
where students can learn yoga all while being comfortable.
Heart Thread Yoga classes are filled with laughter, hard work, and a great learning experience.
Meraki’s public relations goal is to emphasize the importance of women’s health during and right
after they go through pregnancy. We also plan on increasing student’s attendance and retaining
clients. By enhancing student awareness through social media and flyers, we hope to reach each
of our goals.
Meraki is grateful for this opportunity to collaborate with Heart Thread Yoga and
excited to present our public relations plan.Thank you Rachel VerValin for meeting
with Meraki agency and giving us helpful input about your impressive
business. We would also like to thank Rachel for taking the time to attend
our public relations proposal presentation.
Executive Summary
5

6. Situation Analysis
Heart Thread Yoga offers yoga classes and retreats to many people of different
backgrounds and yoga levels. Located in Ithaca, New York, Heart Thread Yoga was
established by Rachel VerValin in May of 2014 and has since created a welcoming
and nurturing environment where students learn and practice yoga with ease and
appreciation. Heart Thread Yoga is highlighted for prenatal yoga classes to empow-
er expectant mothers and help give them strength and support during their preg-
nancy and delivery.
Currently, Meraki PR sees the potential that Heart Thread Yoga has in tackling its
current obstacles of increasing students, reaching its target market, and retaining
clients. The objectives and tactics we have created will find solution to establish
brand identity and increase awareness.
6

7. Industry Trends
Today’s expectant mothers are actively seeking ways to ensure exceptional health
for both their baby and themselves. Uniquely designed for pregnancy, prenatal yoga
has been the increasing trend for expectant mothers and their partners for emotional
and physical benefit and preparation during pregnancy and labor by doctors, family,
friends, and other mothers on the internet.
The mindful poses of prenatal yoga help the mother become physically stronger, while
also bringing awareness to the body as it undergoes changes. Mothers learn breathing
and relaxation techniques, which are used to slow the heart rate, clear the mind, and re-
lax the body, all of which is practiced for labor. The benefits of prenatal yoga that make
the practice so recommended include improved mood, sleep, and posture, increased
energy, muscle tone, strength and endurance, as well as subdued backaches, consti-
pation, bloating and swelling. Prenatal yoga classes also create a safe and supportive
space for expectant mothers and their partners, sharing their excitement and fear of
becoming parents. It is also reported that many mothers stay in touch with other wom-
en they attended prenatal yoga classes beyond their pregnancy, sharing their experi-
ences as they go through the succeeding phases of their child’s life.
7

8. Competitor Analysis
Competitors that are most of threat to Heart Thread Yoga are other yoga instructors that offer pre-
natal yoga classes. With an increasing trend of prenatal yoga, it is important for Heart Thread Yoga
to claim its identity in the Ithaca area more effectively than other instructors.
Simularities
-Offers beginner/intermediate yoga classes
-Offers private yoga classes
-Offers Prenatal yoga
Differences
-Offers instructional products (CD’s & videos)
-Established history in Ithaca NY
Simularities
-Offers prenatal yoga class
Differences
-Offers postnatal yoga (6 weeks)
-Outside classes
-Free classes with suggested donations
8

9. 5
Strengths
-Increasing trend of prenatal yoga
-Physical and mental health benefits
-Welcomong community of mothers
-Costa Rica retreat
Opportunites
-Connventions for expectant mothers
-Popularity of mommy bloggers
-National interest in parenting and parental care
-Collaborations with prenatal yoga instructors,
such as Diane Fine, to build a larger client base.
-Yoga retreats
Weaknesses
Overall low awareness of prenatal yoga
Low website traffic
No permanent location
Different color schemes on website,
business cards, etc.
Threats
-Multiple yoga sudios in
Ithaca area
-Costs
Swot Analysis
9

10. Research
To learn more about the thoughts of our target au-
dience, Meraki PR conducted an online survey about
prenatal yoga. From our research, we discovered key
insights about the women in our target market and
their attitudes on prenatal yoga.
The majority of our respondents reported that they
have heard of prenatal yoga from friends, online and
print advertisements, doctors, and general news.
However, despite awareness and having a positive
impression of prenatal yoga’s existence, many of our
respondents could not give any information on what
prenatal is about and its benefits.
Conclusion
After evaluating the responses
from our online survey, Merkai
PR aims to inform our target
audience more about the bene-
fits of prenatal yoga, in addition
to bringing more awareness to
them.
10

11. Objectives
Raise awareness
about the benefits
of prenatal yoga
Inform women 25-40 years old, pregnant women, or
women who are thinking of becoming pregnant of the
benefits of the Prenatal Yoga that is offered at Heart
Thread Yoga.
Increase the signups
for Prenatal Yoga
Reach our target audience and increase the number of
people who are attending Prenatal Yoga Classes by 15%
Raise awareness of
Heart Thread Yoga
Get heart thread yoga’s name out there and associate it
with their Prenatal Program. Raise total target audience
awareness by 10%.
Improve social media
presence and website
Become more active on social media sites posting more
often, as well as make the website more user friendly
and interactive
Inform our target
audience of Rachel’s
expertise
Demonstrate Rachel’s background with
Prenatal Yoga to show her knowledge to our
target audience. 11

12. Primary Audience
The primary target audience for Heart Thread Yoga is
women who are between the ages of 25 and 40 who
are pregnant, expecting to become pregnant, or post-
natal within the Ithaca, New York region. Although it
is difficult to stay active while pregnant, many women
still need ways to stay fit. Our goal is to provide a ser-
vice in which women can stay healthy without over
exerting themselves and potentially harming their
children. We believe maternal health is important
to the growth and development of a child and have
therefore created a customized program for pregnant/
expecting mothers or postnatal mothers.
12

13. Secondary Audience
The secondary audience for Heart Thread
Yoga is pregnant/expecting or postnatal
women’s partners also between the ages
of 25 and 50. We feel as though it is im-
portant for the partners to learn Rachel
VerValin’s techniques in order to provide
similar relaxation and exercise for their
pregnant/post pregnancy partners at
home.
We will focus on reaching these audiences through Rachel VerValin’s
website (heartthreadyoga.com), putting ads up in Ob-Gyn doctor’s
offices, Cayuga Birth Center, gynecologist offices, various medical
centers, several types of public transpiration, and spreading flyers
around in Ithaca. We also expect to reach these audiences through
various types of social media such as Facebook, Instagram, YouTube,
and Powhow (a website for live webcam classes).
13

14. Target Market
This is Taylor Wrede.
She is a working wife and now mother
in Ithaca, New York. Taylor is 27 years
old and lives an active lifestyle.
She plans on staying in shape
while she is pregnant and
wants to become active
again as soon as her
pregnancy is over.
This is Kevin and Tara Cohen. They live in Itha-
ca, NY. Kevin is 35 years old and is a loyal hus-
band. He is excited for his new son and knows
that his wife wants to stay active while being
pregnant. He is willing to do to anything to
help her stay healthy during this time. In or-
der to help, he has been attending yoga class-
es with Tara. Doing yoga with her husband
has been helping Tara stay comfortable and fit
through her pregnancy.
14

15. Strategies
Raise awareness about Heart Thread Yoga Studio
One of the most important strategies that we think needs to be implemented is gaining
more awareness about the company. We want to do this by not only having a stronger
presence on social media accounts, but also by advertising through print ads in local
newspaper outlets such as The Ithaca Journal.
Increase social media presence
In order to make more people aware of Heart Thread and to increase the cus-
tomer base, increasing the presence on social media is essential. Having ac-
counts such as Instagram, Twitter, Facebook, and Pinterest can draw attention
to the company and get more people interested in taking classes.
Educate about prenatal yoga
Many people are not aware of what prenatal yoga is and all of the benefits that come
from practicing. If we are able to educate prenant women and thier partners through
advertising more people may want to take classes.
Protray Rachel as an opinion leader
We want to show clients how Rachel has dedicated her life to yoga, and that she firmly
believes in the positive physiological and spiritual strengthening that practicing yoga
can generate. Through building-up the image of Vervalin, we hope that clients will feel
safe, fully trust, and engage in our programs at Heart Thread Yoga.
15

16. 16

17. Tactics
By posting advertisements and informational pam-
phlets at Cayuga Medical Center, Ithaca Health
Alliance, Ithaca OBGYN, and in local stores we are
able to expose our target audience to the materials
at a very low cost. By using the medical center and
doctor’s offices we can really pin point our target
audience because of the
services they provide to pregnant women.
We would also recommend Rachel to reach out to
the doctors at these offices and see if they would
consider recommending prenatal yoga if it fits their
clients needs. This way the doctors know it is a
trusted and professional resource for their patients.
Utilizing local advertising spots like Ithaca
Journal and the Tompkins Consolidated Area Transit
(TCAT) we raise awareness throughout the entire
community as well as within out
primary and secondary target audiences. This will
help get Rachel’s company and voice out there and
drive further curiosity to the website and social me-
dia pages.
17

18. Tactics
The client had expressed interest in a small card
that she could hand out to prospective clients
upon meeting them. We designed this simple
4”x 5”card that serves as a
reminder to head to the website, social media,
call or send an email.
The card serves multiple purposes as it is not
formatted just for expectant mothers and
shows the diversity of her classes.
18

19. Tactics
Rachel can have several of the tri-fold 8.5”x
11”pamphlets created for media kits, doc-
tor’s offices and stores on hand for a similar
purpose as the cards that provide more
information about heart thread yoga.
The pamphlet includes:
Benefits of prenatal yoga
Rachel’s background
Contact information
A coupon for a free class
Inside
Inside flap Back Front
19

20. Tactics
By sending Mommy Bloggers media kits they will be
informed around Rachel and Heart Thread Yoga, they
will be encourage to share the media kit on their blog
and social media accounts. This will generate word of
mouth from a trusted source in the mothering world.
These media kits will include informational pamphlets
about the benefits of prenatal yoga, HeartThreat Yoga
apparel, and an open invitation to come to classes and
retreats for free or at a discount.
By providing a free or discounted retreat invitation
they bloggers will feel encouraged to come and cover
it on their blogs. This way their followers will be able
to see what it is like to take classes and be on a retreat
with Rachel.
We will also send local midwives and medulas press
kits. This will give them the tools to knowledge about
prenatal and Heart Thread yoga. They will also be sent
informational packets and business cards that they
can give clients who are interested in prenatal yoga.
This way they have the information that they need
from a trusted source.
“Not Your Average Mom”
“Mom, Actually!”
BirthRoot Midwifery
GentlyBorne Midwifery
Outreach
20

21. Tactics
Having specific accounts for pre-na-
tal classes will mean that women
who are solely interested in the topic
can follow. This makes it easier to re-
ally speak to these women and their
needs.
By building a“moms-to-be”
environment on social media you can
build rapport and a relationship with
them before they step into the studio
for the first time. Keeping these posts
short, informative and light will
encourage followers and interaction.
Using the hashtags #BYOB,
#Mamaste, #PrenatalYoga,
#HeartThreadYoga and #Yoga,
will help increase interaction by giv-
ing form to the consumers tweets
and will
automatically link them to heart
thread yoga.
Similar postings will also be made on
Twitter and FaceBook. Utalizing Hoot-
Suite will be a helpful tool to aide with
time management and postings.
“#WarriorWednesday”
@heartthreadyoga
“Prenatal pose
of the day”
@prenatalheartthread
Social media
21

22. Tactics
By having giveaways, contests and hastags for events during the week on social media
followers will be encouraged to participate and share it with their friends. Their postings will
also encourage their followers and friends to check out Heart Thread yoga on social media
and possibly take a class. Also by using hashtags like #Giveaway we will bring in new
followers and traffic to social media.
“Tag us in your best #WarriorPoseWednes-
day to enter into a chance to win a free
class at Rachel VerValin #Giveaway #Ithaca”
“Come to 10 #HeartThreadYoga classes
in a row and get a free tank top #apperal-
giveaway #giveaway”
“Post a picture of you in your #Heart-
ThreadYoga apperal for #ThreadThursday
don’t forget to tag us @HeartThreadYoga!”
22
Social media

23. Tactics
Event
By attending conferences Rachel will be able
to build a network with other yoga instructors
and yoga consumers. This way she can spread
her knowledge about prenatal yoga, her
classes and her retreats.
Although these conferences are not local, they
will spark interest in her retreats and online
classes through PowHow. This could also spark
new collaborations with other yoga instructors
and future business opportunities.
New York Conferences:
New York Baby Show
Mommy To Bee Expo
Expecting Parents & Baby Expo
The Mamas Expo
By incorporating the idea of a BabyMoon into Heart Thread’s re-
treats parents-to-be will not only see it as relaxing and
helpful with the pregnancy but will further their connection before
the baby comes. This is their last“hurrah”before
sleepless nights and 2AM feedings.
23

24. Tactics
Apparel
By designing apparel with the Heart Thread
yoga logo and the“Mamaste”campaign slo-
gan, we are giving customers a tool to
express their values about themselves to the
public. They will be able to show that they are
active and care about their bodies as well as
their babies.
This will also serve as a free advertising space
for Heart Thread yoga, potential customers
will see the interesting yoga or witty hashtag
#BYOB (bring your own baby) and ask
questions about the company and the classes.
24

25. Tactics
Website
By revamping the Heart Thread Yoga website, we
will give consumers the right tools they need to
find out all the information that they need about
the company and Rachel. We will take the present
website which is full of rich content and simplify
the design. By minimizing clicks we will make con-
tent readily available. By doing this we hope to
raise traffic to the website which will in turn raise
awareness and class signups.
Site Features:
On-site sign ups
Clearer schedule
Social media connection
Professional and extensice
background on Rachel
High quality pictures and content
25

26. Tactics
The Heart Thread Yoga app will have information
similar to the website, with there Rachel is
teaching at what times and a way to sign up for
classes. The app will also include yoga and health
tips about standard and prenatal yoga as well as
short videos posted as teasers to bring traffic to
the PowHow site. The App will also feature a
discussion board for customers to communicate
feedback, tips, and questions with each other and
Rachel.
Using YouTube for short videos and PowHow for
classes mothers-to-be can stay healthy, in shape,
and up to date on their prenatal yoga classes. Due
to the transient community that Ithaca is these
videos will help to further engage
customers once they have move away.
This will also help make time for mothers who
might already have a child to take care of or a
busy work schedule, this way they can still attend
a cyber class.
Media
26

27. Evaluation
For sales, you’ll want to monitor the amount of people who sign up for classes before and
after implementation of the campaign. Also, if you choose to create merchandise for the
company you will want to keep an eye on the sale of those items.
If attempting to get coverage in the media, it will be good to monitor the qualitative and
quantitative parts of those
articles or news releases.
Lastly, see if you gain views on the website. The more traffic to the site, the better.
For all social media accounts alike, you will want to monitor the number of followers, likes,
comments and shares of all posts. Be sure to check the uses of your hashtags, #BYOB,
#HeartThreadYoga, etc while also encouraging your
customers to use those hashtags.
24

28. Timetable
28

29. Budget
29

30. Bios
Taryn Briskin is a Junior Integrated Marketing and
Communications major at Ithaca College. She is from
New York City and has experience in event production
and brand promotion. Taryn spent the summer work-
ing as a social media intern and event correspondent
for Caravan Stylist Studio in Manhattan. Working in
collaboration with DKC Public Relations, she helped
raise money in a charity fundraiser for the non Profit,
Eli Kulp Foundation. Taryn is passionate in all things
health, beauty, and exercise and is thrilled to be work-
ing with Heart Thread Yoga! Her favorite yoga pose is
tree position because it focuses on core muscles and
balance.
Frances Mooney is a Junior Integrated Market-
ing and Communications major and a minor
in Web Programming at Ithaca College. She
is from the Greater Boston Area and is really
passionate about brand strategy and design.
After graduation she hopes to work at an
advertising agency in Boston. Her favorite
yoga position is Child’s Pose because it helps
stretch her back.
Taryn Briskin Frances Mooney
30

31. Amanda Ling
Amanda Ling is a sophomore Integrated Marketing
Communications major, with a Sports Studies Minor
from Lake George, New York. She is currently on the
social media team for ICTV’s“Sports Final”and was
previously a PR intern for a licensing company for
high profile brands and celebrities in NYC. Amanda
aspires to work in public relations for a company or
celebrity. Amanda enjoys hiking, going on adven-
tures with friends and playing on the club tennis
team. Amanda’s favorite yoga pose is warrior pose.
Rose Lee is a Sophomore Integrated Marketing
Communications major with a minor in Psy-
chology at Ithaca College. She is from Portland,
Oregon originally, and likes dogs, tea, and cook-
ing shows. Rose is interested in working in the
television industry as a part of a network’s mar-
keting or brand-strategy team. Her favorite yoga
pose is“warrior one”because it is both strength-
ening and empowering.
Rose Lee
31

32. Bios
Colleen DiPofi is senior Cinema and Photography ma-
jor with a concentration in photography and a minor
in Integrated Marketing Communications at Ithaca
College. Originally from Niagara Falls New York,
Colleen is interested in the photography and design
aspect of marketing. She enjoys traveling to new
places and being outdoors (especially when going
on hikes with her dog!) Her favoroite yoga position is
Downward Facing Dog because it helps with her
flexibility and strength.
Kendall Blizzard is a sophomore Communication,
Management and Design major with a concentra-
tion in Communication Design. Originally, from
Westwood, Massachusetts, Kendall has interned
at a non-profit, providing services like web design
and event planning. She is currently an art editor
and writer for the HiFashion Studios Magazine at
Ithaca College. She enjoys playing barefoot pick-
up soccer with her friends, painting and being
outside. Her favorite yoga pose is the pigeon!
Colleen DiPofi Kendall Blizzard
32

33. Caroline Matos is a sophomore at Ithaca College
from Randolph, New Jersey. She is an Integrated
Marketing Communications major and is a mem-
ber of the women’s Varsity Soccer team. Caro-
line was in charge of directing and creating the
commercial for“Elite Divers”in Randolph, New
Jersey. She hopes to work in the public relations
field for a corporation while having the oppor-
tunity to travel. Caroline likes to spend her free
time playing soccer, surfing, snowboarding, and
being around her friends and family. Her favorite
yoga pose is the side-reclining leg lift!
Caroline Matos Rachel Fishman
Rachel Fishman is a Junior Communication
Management Design major with a concentra-
tion in Corporate Communication at Ithaca
College. She is from West Hartford, Connecticut
and interested in Event Planning. She had an
internship this summer at small non-profit or-
ganization where she worked in the marketing
departement. She plays club lacrosse at Ithaca
College and loves exercising and staying active.
Her favorite yoga pose is cobra because it is a
nice stretch. 33