1. An Advertising Campaign by Brainwave Media

2. Executive Summary......................................................................................3
Agency Profile .............................................................................................4
Objectives ...................................................................................................5
History of Walkers ......................................................................................6
Environmental Analysis ..............................................................................7
Competitor Analysis ....................................................................................8
SWOT Analysis ...........................................................................................9
Research ....................................................................................................10
Brand Value Proposition ............................................................................11
Target Market ............................................................................................12
Campaign Strategy ....................................................................................14
Big Idea .....................................................................................................15
Creative Strategy .......................................................................................16
Advertising Executions ..............................................................................17
Media Objectives and Strategies ................................................................20
Media Mix .................................................................................................21
Creative Testing, Media Timeline, and Budget ..........................................24
Brand Activation .......................................................................................25
Measurement, Evaluation .........................................................................26
Appendices ...............................................................................................27
Creative Brief ............................................................................................28
Team Biographies ......................................................................................29
References .................................................................................................31
Table of Contents
2

3. Executive Summary
Walkers Shortbread is a brand based on
integrity, family-values, and a unique cultur-
al background. We at Brainwave Media seek to
bring this quality product to those too busy to
produce from-scratch baked goods but yearn for a
refined product. Thus, our advertising campaign
was crafted with the busy mother, working wom-
an, and 21st century consumer in mind. Utiliz-
ing the cultural images associated with Scotland
as well as the hectic lives of those in our target
demographic, our advertisements and brand en-
gagement strategies promote Walkers as a little
way to tame your day. Running over the course of
a year, these strategies aim to increase awareness,
comprehension, and conviction for Walkers.
3

4. Brainwave Media: An Agency Profile
Brainwave Media in an integrated advertising agency focusing on creating innovative,
imaginative, and intellectually stimulating executions. We at Brainwave believe the ideal
solutions are crafted with intelligence, integrity, and an intense desire to go beyond our
creative limits. Approaching each client with enthusiasm, we listen to their needs and
strive to provide them with an advertising campaign which they never knew they want-
ed—and cannot live without. Much like the various circuits which run within the brain
and coalesce into a vital network, each team member contributes their unique ideas
forming a dynamite group of individuals and one devoted team.
Brainwave Media
Innovation. Imagination. Intelligence. Integrity.
Desire to go Beyond.
4

5. Objectives
Our advertising campaign seeks to increase
sales of Walkers Shortbread by 8% throughout
the duration of one year. We will achieve this
objective through a series of print, television,
direct mail and digital advertisements as well
as brand engagement strategies which will in-
teract with those in our target audience.
Marketing
Communications
Through our advertising strategies, we seek to
achieve an 80% comprehension rate, a 50%
conviction rate, and an effective reach of 80%
with an effective frequency of three.
The proposed advertising campaign will run
throughout 2017 for approximately one year.
Time Frame
Budget
With an $11,000,000 advertising bud-
get, the majority of funds will be allo-
cated towards television commercials,
various print advertisements, digital
banners, and postcards.
5

6. The Whereabouts of Walkers
1898- Joseph Walker opened up a bakery at the young age of 21; he opened the doors with
ambition, a good recipe, and merely $60 to his name.
1905- Recipes are perfected, business grew and Joseph’s little bakery became an attraction.
Soon, he moved shop to a larger space in Speyside village of Aberlour in Scotland and began
delivering shortbread with a horse and cart.
1930- Business expands and Walker’s sons join forces to provide help and new ideas.
1936- The first delivery van is purchased, and new items are added such as a variety of cakes
and new confectionaries.
1939- World War Two begins, forcing people to ration food and business slowed. Walkers con-
tinued to offer treats, just with less variety available.
1954- Joseph Walker dies, but his legacy lives on in Walkers Shortbread as manufacturing in-
creases without limiting or substituting ingredients.
1961- Workforce is around 100 people, including third generation Walker’s. Fourteen vans are
used for delivery, and soon Walkers Shortbread is all over Britain.
1975- A custom-built factory is used to produce shortbreads, biscuits and cookies on a larger
scale.
1990- Reputation grows internationally, and Walkers recieves numerous awards including five
gold Mondiale medals.
Present Day- Production sites exist in two locations in Scotland, and Walkers has internation-
al offices, remaining proud to be a Scottish company to produce The World’s Finest Shortbread.
6

7. Environmental Analysis
Sociocultural Forces Technological Forces
Walkers has become largely dependent on
online sales for international markets, and
the family company has to be creative in
order to compete with corporations with
larger budgets. Walkers recently introduced
innovative new packaging formats including
patented label technology and high per-
formance barrier films which will preserve
product quality with resealable, flexible
pouches to package shortbread. Walkers
believes this will further enhance its brand
equity and high brand standards.
Since the founding of Walkers Shortbread, they
have continuously tried to use all natural in-
gredients and produce quality products. This
doesn’t mean that shortbread is healthy, which
is a concern for those within the target market.
Alternate options for snacks which are consid-
ered to be healthier and better for people can
largely affect profits and brand image.
In recent news, the United Kingdom has voted
to leave the European Union by 2017 and has
therefore given Walkers a distraction due to
their production being solely in the Scottish
Highlands. Walkers main concern is the resi-
dential status of their employees who are EU
nationals and their ability to move products
and goods freely into some of their most im-
portant export markets.
Political Forces
Economic Forces
The company expressed concern
about slowing markets in China and
other surfacing markets internation-
ally, along with the “delicate” Euro-
zone markets. Export markets proved
to be “challenging” for Walkers, as
the strength of sterling against other
currencies impacted profit in 2015.
Despite intense downward pressure
of price from private label sales,
2016 yields a 15% increase in full
year profits and increased operating
margin for the company.
7

8. Competitor Analysis
Tate’s Bake ShopLorna DoonePepperidge Farm Shortbread
Strengths:
--Large following on social
media
--Healthier, all-natural ingredi-
ents
Weaknesses:
--High Price
--Local brand with low nation-
al awareness
Strengths:
--Competitive price
--Recognizable product
--Brand loyalty
Weaknesses:
--High in sodium
--Moderate quantities of
sugar
--Controversial ingredients
--No social media presence
Strengths:
--Large corporation with
extensive varieties of
product offerings
--Moderate social media
presence
--Brand loyalty
--High revenues with low
product price
Weaknesses:
--Contains artificial
ingredients
8

9. Strengths
Opportunities
Weaknesses
Threats
--All-natural ingredients
--Offers a wide variety of products including short-
bread, crackers, cookies, cakes, tarts and puddings
--Family company promotes unique and genuine pro-
duction with factories in only two locations in Scotland
--Received awards for being environmentally friendly
--Outstanding CSR and involvement with associations
and foundations that work to better the planet through
sustainable and ethical practices
--Appeal to everyday use along with compli-
mentary products like coffee or tea, create a
habit that doesn’t currently exist
--No obvious leader in the shortbread market
--Natural ingredients are valued in market
--Create an advertising campaign along with
promotional events
--Competitors have larger production
resources
--Shortbread isn’t a popular choice for
snacking
--Healthier snack options with higher brand
awareness available on the market
--No current advertising campaign
--There is minimal awareness for the
product
--Not perceived as a healthy choice
--Prices are higher than the competi-
tion
--Company has a limited budget
--Only popular during certain seasons
SWOT Analysis
9

10. Research
Research Objectives
--Discover target audience’s psychographic, demographic, and behavioristic information
--Learn about current state of Walkers brand awareness in general population
--Find most effective media to transmit messages to target audiences
Primary ResearchSecondary Research
Research was conducted through online databas-
es such as Statista, SRDS, as well as the company
website to discover more about Walkers.
Through our research and these websites, we dis-
covered the target market for Walkers is
primarily women ages 25-49, who we call “Hectic
Daydreamers”. These women are busy moms who
provide for their children, tend to the home and a
career, as well as shop for the household. Targeting
these women will be done on multiple platforms,
including magazines such as Good Housekeeping,
Parenting Magazine, and bon appétit, along with
television shows, internet outlets and direct mail.
Environmental research revealed that Walkers is
of a higher-quality than most packaged goods but
possess low brand awareness.
We conducted a survey across multiple demograph-
ics. A short survey of 8 questions examined
people’s current preferences of snack, coffee/tea
drinking habits, and tested brand awareness.
Walkers is not a popular snack for those in our tar-
get market. Of those who took the survey, 41.7%
have heard of Walkers Shortbread before. Almost
80% said they were unsure if Walkers is healthy,
although 70% of people say they are health con-
scious when choosing food. Therefore, we must
focus our advertising plan on raising awareness of
Walkers and the ways in which it can provide an
escape for the hectic lifestyles of those in our target
market. However, since those in this demographic
are already wary of advertising, we must promote
Walkers in a clever and engaging way to gain their
attention.
10

11. Brand Value Proposition
Functional Benefits
Emotional Benefits
Self-expressive
Benefits
Walkers Shortbread is a delicious indulgence which satiates hunger and
conquers the craving for a sweet treat. The scope of flavors, shapes, and vari-
eties appeals to a large breadth of individuals with specific dietary needs and
taste preferences. Additionally, the packaging—which includes specialty tins
and limited edition images—can be refurbished and used as a design element
or reusable container.
Walkers Shortbread offers the consumer an escape from their hectic everyday
life. Unwrapping a package of wholesome shortbread is akin to closing the
door on daily stresses and frustrations. The consumer experiences a flood of
happiness, pleasure, and gratitude upon tasting the buttery cookies. Addition-
ally, since Walkers is imported from Scotland, it takes them to an international
destination without leaving the comfort of their immediate surroundings.
Choosing Walkers Shortbread indicates the consumer appreciates qual-
ity and possesses sophisticated and worldly tastes. Walkers Shortbread
is above the average packaged cookie--they are refined and are made
from few ingredients. Thus, it showcases the consumer’s mature
palette and willingness to indulge in a high-caliber product.
11

12. Target Market
Demographic: Women ages 25-49 with our secondary audience being women ages 50-
64.
Behavioristic: Those in our target market are moderate consumers of packaged
sweets. They purchase a new box each week when they buy food for themselves and
their families. Since Walkers Shortbread is of a higher quality due to well-crafted ingre-
dients, they cater to women who purchase sweets as a true indulgence rather than a
quick snack to keep in their pantries.
Psychographic: Our target market is busy—they do not have time to bake from scratch
or even special order bakery products. As a result, they look for the highest quality
purchase from their local grocery store. Additionally, they are sophisticated women in
which an average cookie will not suffice. They have refined tastes and seek a cookie
which reflects these tastes.
Geographic: Our campaign is national so our advertisements target women across the
United States.
“Hectic Daydreamers”
12

13. Sarah is a loving wife and mother to a fussy six-month old.
Having little time for herself amidst the duties of mother-
hood, she purchases Walkers Shortbread so she always has
a treat on hand when her day becomes a wee bit hectic. As
she unwraps the delicate shortbread, her thoughts travel to
Scotland and the exotic trip she wishes to take once her son
grows older.
Lin is a lively sixty-something living in New England, who
enjoys spending time with her four grandchildren, tend-
ing to her garden, and attending a weekly book club. In
her book club, she and her friends read the Scottish-set
fantasy series Outlander, and fell in love with the fanciful
description of the Scottish Highlands. From this love, they
discovered Walkers Shortbread and now serve it at every
meeting with a hot cup of tea as an homage to the adven-
tures of the Scottish warriors.
Secondary Target Market
Target Market
13
Thirty-somethings Dawn and Jessica have been best friends since they
traveled abroad together to Scotland in their junior year of college.
While in Scotland, their host parents fed them Walkers Shortbread and
tea every afternoon after class. Now, as new parents, they hope to con-
tinue the tradition as they meet, discuss parenting techniques, and remi-
nisce about their trip abroad over Walkers Shortbread and tea.

14. The Challenge
The Key Insight
The Brand Promise
While those in our target market purchase cookies for their families, they are choosing lower-quality, less refined
products in order to appeal to their children. Additionally, their lives are so hectic they do not get the oppor-
tunity themselves to indulge in a quality item, instead choosing to pick at what they have purchased for their
children. Our challenge is to raise awareness for Walkers Shortbread and show our consumers that they too can
enjoy a high-end product while also using it as an escape from their everyday lives.
“Hectic Daydreamers” yearn for a way to escape momentarily from their everyday lives while treating themselves
to a wholesome and satiating indulgence.
Walkers Shortbread is an easy, quality solution to help our consumers escape from their hectic lifestyle.
Campaign Strategy
14

15. The Big Idea
Tame Your Day with
15

16. Creative Strategy Art Direction Copywriting
The Hectic Daydreamers in
which our advertising cam-
paign seeks to target yearn
for a treat which can help
them escape the
responsibilities of their
everyday lives. Our cam-
paign will showcase this
promise through fanciful
and whimsical images de-
picting various cultural
elements of Scotland. These
images, partnered with
creative copy, will provide
a visionary escape to the
targeted consumer while
showing them a little way
to tame their day.
To showcase the cultural el-
ements of Scotland, our ad-
vertisements will depict the
Loch Ness Monster, tradition-
al Scottish warriors, and the
Scottie Dog. These images not
only are aesthetically pleasing,
they address the needs of the
consumer: a fanciful far-away
destination, rugged highlanders,
and majestic beauty. The adver-
tisements are simple, showcas-
ing just the copy and photo with
ample white space. This will
allow the consumer to absorb
the ad free of additional distrac-
tions. Additionally, the product
packaging will be showcased in
various ways in each advertise-
ment, thus showing what the
product looks like on shelves.
Each advertisement will
include the tag line: “Tame
Your Day with Walkers”
as well as body copy per-
taining to each image.
This copy shows the dual
meanings of taming the
hectic everyday lives of the
targeted audience while
also taming the wild and
unrefined elements of the
Scottish countryside. Once
the reader is intrigued, they
will read our body copy
which will entice them to
purchase the product and
inform them of where they
can locate Walkers Short-
bread.
The Creative Strategy
16

17. Full-Page Magazine Advertisements
Print Executions
17

18. Print and Television Executions
30-Second Television Advertisement
VisualVideo Audio
Fade in: Mom in kitchen with kids
running around being frantic.
Children: making noise.
Mom walks into the living room
holding a cup of tea. She puts the tea
on the table and pulls out a Walkers
Shortbread from her pocket.
She slowly unwraps it while inhaling
the cookie and closing her eyes. A
slight smile spreads across her lips as
she daydreams...
Cut to: a hulking Scottish warrior is
walking into a house after a big fight.
He’s dirty and has blood stains on his
kilt. He walks into the kitchen, silently
puts on an apron, and takes out a tray
of Walkers Shortbread from the oven
and places it gingerly on the counter.
He winks.
Children: noise fades out.
Mom: “Kids, Mommy is going to take
a little break now. Don’t get into
trouble.”
Children: screaming.
Mom: “Mommy’s coming!”
Cut to: a living room where the Mom
snaps out of her fantasy, wipes the
crumbs from her shirt, and smiles.
Cut to: Walkers product, slogan, logo
Voice Over: “Life needs a break. Tame
your Day with Walkers Shortbread.
Travel to your local grocery store to
purchase all shapes and varieties.
18

19. Online and Direct Mail Executions
468 x 60 Moving Digital Banner AdvertisementDirect Mail Postcard
Front
Back
19

20. Reach the Target Audience: Our target audience is comprised of females ages 25-49. Women in this age range
are busy with the duties of motherhood, work, and balancing various responsibilities. In addition, they have
sophisticated tastes. As a result, they are looking for a high-quality packaged cookie that rivals that of a home
baked product. Our secondary market is comprised of females ages 50-64 who enjoy leisure and are looking for a
quick and accessible, high-caliber snack.
Geographic Scope: Our advertisements will be national meaning the message will be consistent across the
United States. Additionally, our ads will be present in various forms of national media such as cable television
spots and nationally distributed magazines.
Message Weight: Since a large aspect of our goal is to convince busy individuals of their need for a culinary
escape with Walkers Shortbread, we will focus the weight of our television spots in major cities, predominately
on the East and West coasts.
Reach and Frequency: We wish to achieve an effective reach of 80% and an effective frequency of 3.
Continuity: Our advertisements will be flighting, meaning we will choose which months of the year to advertise
and only advertise within those months. Specifically, we will advertise heavily during October, November, and
December since those months are especially busy with the addition of major holidays. Walkers also makes a great
gift and addition to any holiday table. Correspondingly, we will advertise in May because of Mother’s Day, Febru-
ary because of Valentine’s Day, and both May and July since Walkers can be used in a variety of summer recipes.
Advertisement Dimensions: We will have (3) 8.5” x 11” full page, full color magazine advertisements;
(1) 30-second television commercial; (1) postcard design; and (1) 468 x 60 digital banner advertisement
Media Objectives
Media Strategies
Media Objectives and Strategies
20

21. babble is an entertainment, news, and lifestyle blog directed at younger mothers, which is an ideal
advertising platform. Users of this website are modern mothers who seek advice, inspiration, and par-
enting tricks via online media. They are innovators who are redefining what it means to be a mother. As
mothers of young children, they are busy and have little time to take care of themselves. Placing adver-
tisements for Walkers Shortbread on this medium will make these women aware of a sophisticated way
they can treat themselves that is available in their local grocery store.
Drawing in a large variety of individuals from a wide assortment of backgrounds, Buzzfeed can
garner ample media impressions. Specifically, Walkers Shortbread can post banner advertise-
ments within the food and lifestyle sections of Buzzfeed. Since Walkers reflects an international
lifestyle that many viewers of Buzzfeed cannot afford, showcasing ads will give viewers a way
they can experience Scotland without spending the money. Additionally, posting on the food
page of Buzzfeed will directly appeal to those who appreciate delicious cuisine.
The Poor Traveler is a blog offering financial tips and travel hacks to those on a budget. Their
audience includes women who are actively seeking vacation advice as well as those planning their
fantasy excursion. Since a major aspect of our advertising campaign is focused around the cultural
elements of Scotland, advertising on this website will promote Scotland as a tourist destination as
well as promoting Walkers as a taste of the authentic Scottish experience. Those who cannot afford
to take a vacation can sample Walkers at their local grocery store in order to take a small-scale,
culinary vacation.
Targeted towards the lower age range of our target market, The Everygirl is a website which seeks to in-
spire creative, unique, and goal-oriented young women. The Everygirl publishes an active food and drink
section in addition to sections focusing on finance and career-advice. Women who read this website are in
the midst of building a name for themselves in their respective industry and lack the time to treat them-
selves or take vacation time. Walkers Shortbread will give these women a way to experience a product
from an exotic location, thus allowing their imagination and taste buds to escape to Scotland.
Online Vehicles
21

22. The
Because of its late airtime, Modern Family can be viewed by women who seek entertainment after a
day of work, child raising, or chores. It depicts families and uses humor to entertain the viewer, draw-
ing in a large audience. Television viewers at this time crave something to snack on, so advertisements
for Walkers Shortbread will entice them to purchase and consume the cookie while they tune into the
show. In addition, Modern Family is one of the highest-ranked shows on television, so it is far-reaching
and will garner many media impressions.
The Hallmark Channel is a family-friendly network which promotes values and wholesome entertain-
ment. In addition, they are known for their original movies and programming—especially during the
holidays. Advertising on this network appeals to both our primary and secondary audience. Additional-
ly, advertising during the holidays when the viewership of Hallmark increases (Hallmark’s Countdown
to Christmas) is ideal since the holidays revolve around family get-togethers in which delicious baked
goods are necessary and appreciated.
Today is broadcasted on NBC, Monday through Friday, from 7 AM to 11 AM EST. The Today Show reach-
es a wide variety of audiences due to its various segments. For example, working women who watch the
news for traffic and weather updates view the earlier portions before leaving for work, while older wom-
en and moms view segments such as Kathie Lee and Hoda as they tend to their children and their various
domestic responsibilities. As a result, each portion of our primary and secondary target
audience can be reached.
The Chew is broadcasted on ABC, Monday through Friday, at 1 PM EST. Airing during the day, The Chew
appeals to women who are stay-at-home moms or work from home. Showcasing easy recipes and new
culinary ideas, The Chew also targets individuals who enjoy cooking and are looking for quick recipes
their family will enjoy. Advertisements for Walkers Shortbread will remind moms of the quality cookie
they can purchase when life gets a little too hectic to bake for their families.
Television Vehicles
22

23. Total circulation: 4315026. The median age of the female Good Housekeeping reader is 47.4 with
a median household income of $52,760. Thus, they have a small amount of disposable income to
spend on little indulgences. Additionally, Good Housekeeping is known for promoting quality prod-
ucts, resulting in trust amongst readers. As a result, Walkers Shortbread advertisements within its
pages would appeal to the sophisticated female looking for a product they trust will be worth the
cost and calories.
Total circulation: 2223090. The median age of the female Parenting Magazine reader is 32.7 with
a median household income of $50,412. Readers of this magazine are busy Moms who do not have
the time to bake from scratch. Advertisements for Walkers Shortbread would inform them of a
quality product available at their local grocery store which already replicates that of a home-baked
good.
Total circulation: 1516975. The median age of the female bon appétit reader is 47.9 with a medi-
an household income of $74,935. Readers of bon appétit appreciate the finer things in life and are
looking for a product that reflects that. They are willing to purchase a premium product—as evi-
denced by their median income—and advertisements for Walkers Shortbread will point them in the
right direction. Additionally, Walkers Shortbread has multiple purposes and can be used in a variety
of recipes (pie crusts, crumbles), so the readers of bon appétit will learn not just about a great prod-
uct, but a useful ingredient as well.
Magazine Vehicles
23

24. Creative Pretesting
Our advertisements received positive remarks from those we pretested. They especially enjoyed the
whimsy behind the ads as well as their simplicity and overall aesthetic. We received comments in
regards to the color of our body copy as well as the large amount of white space within our ads. As
a result, we changed the color of the body copy and extended the photographs to reduce the white
space.
Timeline and Creative Pretesting
24

25. Brand Activation
Objective: To raise awareness for Walkers by capturing the attention of city
crowds with free coffee and samples of Walkers Shortbread cookies.
Strategy: During the fall, Walkers will set up kiosks on the weekends across
major U.S. cities. They will offer free cups of coffee with shortbread samples
to potential consumers. Each employee will be wearing kilts to portray Scot-
land’s culture and distributing coupons to encourage future purchases.
Walk to Walkers’ Interactive Kiosk
Objective: To introduce consumers to the varieties of Walkers cookies in an
entertaining way to increase holiday sales.
Strategy: As the holidays approach, mothers will begin shopping for seasonal
items. To attract these hard-working mothers, Walkers will set up a point-of-
purchase display showcasing a variety of holiday-shaped cookies. Attached to
the cookie packages will be a scented ornament of the cookie they are buying.
This is a fun way for the brand to connect with the consumers while also pro-
viding them with a free holiday decoration.
Walkers Scented Holiday P-O-P Display
Objective: To increase cookie sales through the implementation of a lottery system on the
back of the box.
Strategy: Lotteries are very popular amongst adults throughout the U.S. Thus, Walkers will
launch the “Shortbread Scratch-Off” lottery where a cookie-shaped ticket will be displayed
on the back of the box. Consumers will remove a thin wrapper surrounding the box and
scratch the ticket to see if their numbers match the winning prize. This will increase sales by
giving consumers the opportunity to win a prize while enjoying a box of Walkers.
Walkers “Shortbread Scratch-Off” Lottery
25

26. The three main objectives for Brainwave Media’s “Tame Your Day with Walkers” campaign are to increase comprehension
rates of the cookie by 80%, conviction by 50%, and increase sales by 8%. In order to achieve these objectives, we believe
in strategically implementing our advertisements in the appropriate media channels and our brand activation techniques
throughout the course of the year (2017). We plan on increasing our advertisements during the fall and holiday season since
they are the most important months of our campaign. We plan to launch our Kiosk, Biscuit Scratch-Off, and P-O-P display
during that time frame so we can increase sales and establish a stronger connection between Walkers and the consumers.
Brand
Activation
Budget 2017
-
Measurement, Evaluation, Brand Activation Budget
26

27. Appendices
27

28. Creative
Brief
28

29. Rachel Cory is a sophomore Integrated Marketing Communications major attending Ithaca Col-
lege. She is from a small town in Connecticut who has plans to live in a major city after school-
ing to pursue a career in the advertising and marketing field. She is an active member of the
New York Women in Communications Organization and American Advertising Federation. She
is also a member of Ithaca’s Club Tennis team and plays the flute in Ithaca’s Sinfonietta. During
her free time, Rachel enjoys playing music, traveling, and spending time with her friends and
family. Next spring, she will be studying abroad at Ithaca College’s London Center.
Shannon Gerety studies Integrated Marketing Communications at IC, with a
minor in Psychology. Her sophomore year is filled with courses she is passionate
about, such as Advertising, PR, and Research and Statistics. She is originally
from Albany, NY, but someday she wants to live in NYC...or San Francisco...
or Berlin. Shannon may not know exactly what she wants to do in the future,
but she’s full of dedication. Clubs such as the American Advertising Federation,
Women in Communications, and advertising for The Ithacan are all activities she
is involved in that will prepare her for a future in Strategic Communications.
Linda Vallancourt is a sophomore Integrated Marketing Communications major at Ithaca
College. As a lover of baked goods, Outlander, all things Scottish, and the field of advertising,
she thoroughly enjoyed working on this project. At Ithaca, Linda is a field-host for “Sautéed”,
ICTV’s only cooking show; she is the Communications Coordinator and soon-to-be President
of the American Adveritsing Federation; and she is an active member of the American Market-
ing Association. In her free time, she enjoys listening to The Beatles and knitting. Next year,
Linda will study abroad in London where she hopes to gain an international perspective and
visit Scotland as often as she can.
Team Biographies
29

30. James McAlister is a sophomore Integrated Marketing Communications major, and cur-
rently minoring in Web Programming and hoping to double minor in Graphic Design. He
is a member of the American Advertising Federation and a member of the eBoard for IC
Project Generations. James is from Sunapee, NH and in his spare time he likes to travel to
new places, listen to music of all genres, and spend time with his friends and family. One
day, James hopes to work on a creative team for an advertising agency.
Sydney Gronka is a sophomore Integrated Marketing Communication major, minoring in
Art and Graphic Design. She is from Bloomsburg, Pennsylvania with plans of moving to
Philadelphia, Pennsylvania to pursue a career in art direction. On campus, she is a so-
cial media strategist for Ithaca College’s Social Media Street Team, teacher’s assistant for
Intermediate and Advanced Sculpture, and lifeguard at the Athletics and Events Center. In
her spare time, she enjoys listening to music, traveling and spending time with her friends
and family.
Team Biographies
30

31. 1. • Statista - The Statistics Portal for Market Data, Market Research and Market Studies.
(n.d.). Retrieved November 9, 2016, from https://www.statista.com/
2. : Demographics ::. (n.d.). Retrieved November 3, 2016, from
http://www.megamediamarketing.com/demographics.html
3. About Us. (n.d.). Retrieved November 1, 2016, from
https://www.walkersshortbread.com/uk/about/
4. Arnaud, S. (2016, October 6). Brexit an “unhelpful distraction” for Walkers Shortbread |
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