In our Public Relations course at the Roy H. Park School of Communications at Ithaca College we have built a public relations consulting agency called Triple Threat. Below is the information found by detailed research our team has conducted on our client; Brookton’s Market. Brookton’s Market is a local organic grocery and ready to serve food store in the town of Caroline in Tompkins County. We were assigned to work with Brookton’s Market in order to come up with specific strategies to help them improve not only as a market, but as an community based company overall.

1. 1
Brookton’s Market Meets
Triple Threat Consulting Agency
Project Team: Sarah Kessler, Hannah Mautz, Kylie Manderson, Emily Glickman, Glenn Tobey,
Kira Shutowich
Authors Note
Public Relations, Group 3, Roy H. Park School of Communications, Ithaca College.
Correspondence regarding this paper should be sent to Ann Marie Adams at 953 Danby Road,
Ithaca, New York 14850

2. 2
Table of Contents
Abstract……………………………………………………………………………………………3
Situational Analysis……………………………………………………………………………..4-5
Organizational Analysis (SWOT)................................................................................................5-6
Audience Analysis……………………………………………………………………………....7-8
Research………………………………………………………………………………………..9-13
Goals & Objectives of the Campaign………………………………………………………...13-14
Key Message Breakdown………………………………………………………………………..14
Communication Vehicles…………………………………………………………………….14-15
Implementation……………………………………………………………………………….15-18
Evaluation………………………………………………………………………………………..18
Fees………………………………………………………………………………………………19
References……………………………………………………………………………………20-22
Appendix……………………………………………………………………………………..23-27

3. 3
Abstract:
In our Public Relations course at the Roy H. Park School of Communications at Ithaca College
we have built a public relations consulting agency called Triple Threat. Below is the information found by
detailed research our team has conducted on our client; Brookton’s Market. Brookton’s Market is a local
organic grocery and ready to serve food store in the town of Caroline in Tompkins County. We were
assigned to work with Brookton’s Market in order to come up with specific strategies to help them
improve not only as a market, but as an community based company overall. Through our research we
created specific strategies to target areas of social media and community outreach with the goal of directly
improving the success of Brookton’s Market.
Keywords:
SWOT - is an acronym for Strengths, Weaknesses, Opportunities, and Threats - the processes
helps understanding the potential opportunities and threats that will arise when working with and
promoting a company.

4. 4
Situational Analysis
Brookton’s Market is a small market that offers unique items and local goods to the
community. Located in Brooktondale, New York, within the Town of Caroline, Brookton’s
Market provides for the people in this area as well as surrounding ones. With its friendly
employees and welcoming environment, they have created a tight knit community with their
business. They are open for business every day of the week, with hours varying by day. Their
address is 491 Brooktondale Road, Brooktondale, NY 14817. They have been in business for 7
years with Aaron Snow as the owner of their brand and business.
Within their business, Brookton’s Market has only a few employees. This allows them to
have close relationships with their customers. They are able to communicate with the people that
they serve. In the market, they provide freshly prepared meals and treats while maintaining a
well-stocked grocery section. The market serves homemade sandwiches and pastries as well as
iced coffees and teas. Brookton’s Market hopes to attract customers to come relax on their lunch
break or make a pit stop and enjoy something to eat. Within the grocery section of the store, they
sell various local products and offer anything from fruits and vegetables to chicken feed and dog
food.
While there is some competition in the neighborhood, Brookton’s Market wants to
maintain their strength as a business. They have a desire to change the perception that they are
overpriced or exclusive to certain types of people. Instead, they want to appeal to all different
customers and attract people of all economic backgrounds. They want to appeal to more people
while still maintaining the great relationships they already have. Instead, Brookton’s Market
wants to be known as an affordable spot that is available to any type of person.
Brookton’s Market encourages customers to come in for a meal or to do some shopping,
but also to get to know their neighbors. They want their customers to feel comfortable and part of

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the community of Brooktondale. They have a pleasant atmosphere and want their customers to
see them as a place to gather and communicate. They are located within a building with great
architecture as well as an open feel within their store.
As a business, Brookton’s Market has a great image within its community and do a great
job of maintaining a positive relationship with customers.
Organizational Analysis (SWOT)
Located in the close-knit town of Brooktondale, Brookton’s Market is a small but quaint
grocery store that also sells hot meals. Brookton’s market calls themselves a “neighborhood
market” because they are a local store that is community oriented. The market is unique because
they offer products that are local to Tompkins county, as well as organic alternatives. SWOT is
an acronym for Strengths, Weaknesses, Opportunities and Threats. By using this process, we are
able to better understand what challenges we may have to overcome when working with our
client. We have examined the strengths, weaknesses, opportunities, and threats (SWOT) of the
agency and have found many realizations that will help Brookton’s Market.
Strengths:
1. The firm is community based
2. They have available seating and are a place for people to gather
3. They work with Ithaca Bakery
4. They have a presence on social media
5. They reply to their customers comments online
6. They have updated and remodeled there website
7. They have promotions such as “Market Moolah”
8. They host community events

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9. They have a loyal customer base
10. They are a specialized market.
Weaknesses:
1. Their owner is is not present on site
2. They are thought of as expensive because they are organic
3. They lack a Point of Sale system (POS)
4. Their storefront needs touch ups
5. No ready to serve food menus
6. Their main store front sign is not eye grabbing
7. Products are unorganized
Opportunities:
1. Promotions at other businesses
2. Reaching out to surrounding towns
3. Adding a bigger presence on social media
4. Advertising in Tompkins County
5. Updating their website
6. A promotional video
Threats:
1) Other “neighborhood markets”
2) Gas stations that serve hot lunch (Dandy Mini Mart)
3) Organic markets such as Greenstar
4) Few number of employees

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Audience Analysis
There are many things that go into performing an audience analysis including
segmentation, targeting, positioning, demographics, psychographics, behavior details and
geodemographics. Our team was able to define the audiences of our client, Brookton’s Market,
through observation, interviews, and data collected through quantitative and qualitative research.
Through observational research, our project team visited the client’s storefront two times over
the past few months. During the multiple times we were there, we spent time closely observing
the types of customers that shopped there. In addition to our own observational research and
interviews with customers, our team spent time interviewing the co-managers of Brookton’s
Market. Management was able to give us valuable information about their current customer base
and the markets they want to eventually target. Lastly, our team conducted desk research in order
to define the demographics and psychographics of the Brooktondale area.
The main audience that Brookton’s Market caters to is the citizens of the village of
Brooktondale, New York and of the Town of Caroline. Our client is community-driven making
their largest audience the people of the communities the in Caroline. Through observation and
communication with the managers for Brookton’s, Erin Keeble and Mike Gabello, have told us
that Brookton’s main customer base can range from families with small children, older couples,
middle school and high school students, singles, and some people who pass through the town for
work. Through our research, we also learned valuable information about the people of this
community. According to government census from 2009 – 2013 the average income for the
medium Brooktondale household is $59,618 a year. In addition to this, according to the 2015 –
2016 New York State Federal Income Guidelines the poverty line for a family of four is $44,900
a year. This information does not put more than 4.0% of the citizens of Brooktondale below the
poverty line, but it does show that the people would largely benefit from affordable groceries

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(Appendix A). Looking at the town of Caroline from a more broad point of view, we can see that
it is a small town with a unique character and strong sense of community. It’s a town where
people care about others, and where community events are a big part of community life. Caroline
is located just southeast of the Town of Ithaca. The area is made up of beautiful rolling hills,
farms, and several small communities. The people of the community can rage from the ones
described above; however, we have found that the majority of households are older couples and
families.
Among the potential audiences, there are a few very important markets that our project
team thinks Brookton’s should focus on targeting. These markets include: families of lower
economic status, college students, and people from neighboring towns outside of Caroline. Erin
and Mike expressed to us that Brookton’s Market has the reputation of being an “overpriced”
health foods store. They are intent on shaking this reputation in the hopes of proving they sell
affordable healthy food. Through the research stated above from the 2009 – 2013 government
census, there are people in Brooktondale that make a low amount of income and could benefit
from affordable food options. The next two audiences that we are advising the market target are
college students and people who live outside the Brooktondale community. These two go hand in
hand because the college students in this case live in the neighboring cities and towns. We are
going to advise management that the only way to reach them is to advertise to these target
markets.

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Research
In order to support the strategic suggestions that our team is advising Brookton’s Market
to implement, we had to research all contributing factors. Observational research involved our
team seeing exactly what goes on at the storefront and how their management works. In order to
get the most out of our research, we decided to conduct an interview. This interview took place
in the classroom where our project manager asked informed and important questions. These
questions gave us insight on the demographics of their current customers, the way the
management deals with customers in-store, and how their current website and social media sites
are being handled. After these two steps we then began our desk research. A huge part of this
involved gaining an understanding of Brooktondale, New York and the citizens that live there.
Lastly in order to gain an understanding of how Brookton’s could implement our suggestions, we
carefully analyzed some of the business’ competitors, and companies similar to Brookton’s from
different regions of the country.
To start the research process, we conducted observational research. Observational
research entails our research team going to Brookton’s Markets two times to conduct an
observation of the stores customers, management, and organization. There were several things
we noticed that could be beneficial when it comes to creating strategic suggestions to further
help our client. Long term customers at Brookton’s Market may feel very included by
management and the way business is run, however, first time customers may have difficulty
navigating around the store front. The menus are small and hidden from the customers, this could
make first time customers feel awkward or uncomfortable if they have to spend time looking for
menus. A bigger menu displayed on the wall could be beneficial and help future customers to
view all of their options of food. Both times we went to Brookton’s Market, we went during the
week around lunchtime. We observed their customer base and saw that many older couples and

10. 10
businessmen stop in at this hour. Towards 12:30pm-1pm the market became increasingly busy.
The two co-managers, Mike and Erin, were very friendly and greeted everyone as they walked
in. They have establish a basis of trust with many of their customers and allowed them to pay
after they were done eating. However, they do not make it known ahead of time that customers
are allowed to pay after finishing their meal.
In order to gain an understanding of Brookton’s current audiences our team had to do
extensive research on the demographics and psychographics of the citizens of Brooktondale and
town of Caroline, New York. The town of Caroline is filled with people and families of all ages
who make up a tight knit community. According to the factfinder on census.gov; the current
population of Brooktondale, New York is about 2,400 people. According to government census
from 2009 – 2013 the average income for the medium Brooktondale household is $59,618 a
year. In addition to this, according to the 2015 – 2016 New York State Federal Income
Guidelines the poverty line for a family of four is $44,900 a year. This information puts more
than 4.0% of the citizens of Brooktondale below the poverty line. Although this community is
not the biggest or the wealthiest of the communities in New York, 93% of all citizens have a
high school education or higher. Along with some young families, the majority of this
community consists of older couples, making the median age around 49 years old. Grasping an
understanding of the area helped us to figure out which audiences we could potentially target. In
addition to this, understanding the kinds of people that live in Brooktondale and their
psychographics, helped our team to discover the best way to go about advising Brookton’s
management to make changes (Appendix A).
According to the town of Caroline official website, “Caroline is a small town with a
unique character and strong sense of community. It’s a town where people care about others, and
where community events are a big part of community life.” Our project team sees this as an

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accurate description. Based on what we observed from going to the storefront and creating a
relationship with Brookton’s management we have found that Brookton’s Market shares the
same qualities as the town of Caroline; inclusive, community driven, and caring for eachother.
By knowing this information our project team strives to help Brookton’s Market share this
message with people outside the town of Caroline. We strongly believe that if Brookton’s
Market is able to show other communities how dedicated they are to their customers, through
social media and advertisements, than they will be able to gain a larger customer base.
After analyzing some of Brookton’s Markets’ competitors, we found strategies and
tactics that Brookton’s can utilize to expand their consumer base and gain more recognition. The
national healthy food store Trader Joe’s and Ithaca’s local GreenStar have both developed
successful marketing strategies that have gotten them noticed across a spectrum of audiences.
Similar to Brookton’s Market, GreenStar is a locally based in Ithaca, NY. Their mission
statement says; “..committed to providing wholesome food and quality goods to our customers at
the lowest practical cost (Hoffman). GreenStar also offers organic and local goods in their
store(s). The mission statement of GreenStar is extremely similar to what Brookton’s Market
would like people to know about their store. Brookton’s Market wants their customers to
understand that just because their products are organic or local doesn’t mean that it is too
expensive to shop there. Both of these stores also have very similar ethical goals. Some of the
overlapping goals being; “Emphasizing and promoting locally-produced goods.” also “Creating
an accessible, inclusive, non-discriminatory atmosphere that encourages maximum participation
as well as respect and open communication among members (Hoffman).” These are two of
Green Star’s goals that they have set for themselves, that also apply to Brookton’s Market.
Brookton’s Market is focused completely on their community and keeping an open relationship

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with their customers. We believe that Brookton’s Market could use the mission statement and
goals of Green Star in order to figure out what they really want to be as a store.
The friendly neighborhood grocery store, Trader Joe’s, began as a traditional black and
white company that was completely redesigned to transform into a billion dollar company.
Although the healthy foods store wasn’t always a dominant corporation, they followed a unique
strategy to work their way up. First off, Trader Joe’s recognized that consumers want fewer
choices to decide between. The store is designed smaller and has limited products however,
consumers are happier with less options. Using this tactic, Trader Joe’s is able to receive twice
the revenue per square foot than Whole Foods (Tobak, 2010). Since Trader Joe’s carries fewer
products, its volumes are higher which allows them to be able to negotiate prices with suppliers.
This results in lower prices for consumers. Trader Joe’s offers high-quality products for low
prices which keeps customers coming back for more (Tobak, 2010). The billion-dollar company
gets away with having fewer choices due to eighty percent of the stock being the company’s
brand and customers trust the brand. In addition to the products contributing to Trader Joe’s
success, their employees also impact their customers’ experience. Every employee knows the
entire store so instead of telling customers where the product is, they will guide consumers there
until they are satisfied. By knowing their customers, Trader Joe’s is able to meet their needs and
keep consumers happy.
Comparable to Trader Joe’s, Brookton’s Market is also a small store so they are able to
be on a name-to-name basis with their customers. This contributes to the community feel that
Brookton’s is known for. By using their limited space, they can also keep their products limited
much like Trader Joe’s used to their advantage. By giving consumers less options but higher
quality goods, they end up leaving more satisfied than they would if there were multiple choices
for one specific product. Trader Joe’s began as a small business much like Brookton’s still is

13. 13
today. If Brookton’s continues to utilize some of the key components in Trader Joe’s strategy,
they can expand awareness of the market and increase their consumer base.
Goals and Objectives of Campaign
Our goals and objectives are to provide marketing/advertising suggestions to Brookton’s
Market while keeping the community feel that they are known for. The friendly neighborhood
market could drastically increase their clientele with minor changes such as:
1. Getting more involved with social media.
2. Improving the business’ promotional video.
3. Collaborating with other local businesses to promote their market.
4. Focus advertising on being a specialty market to give an edge to retail.
5. Continue to focus on community outreach and build upon the outreach aspect.
Brookton’s management mentioned they were looking for ways to expand their consumer
base. By focusing on a few media outlets, Triple Threat can contribute to their marketing
strategy and try to spread awareness of Brookton’s Market other than just in the Brooktondale
area. Brookton’s Market has a good understanding of the fact that they cannot compete with
stores such as Wegmans or Walmart. Since Brookton’s is aware of this, they can use the fact that
they are a specialty market to their advantage.
However, Brookton’s needs to continue to try and pull in new customers and reach out to
the entire community. The market puts a lot of effort into the idea of a community by hosting
events, but those events aren’t advertised very well. If they were to build on their advertising
strategy, they would be able to reach many more in the community and surrounding areas.

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Our last suggestion is that Brookton’s should increase their social media presence. As
previously stated, social media has become a huge channel for advertising purposes. We believe
Brookton’s Market could become much more involved in their social media in order to reach out
to customers of all ages.
Key Message Breakdown:
1) Brooktons Market strives to be a grocery story full of organic, nutritional items.
2) Brooktons Market is a place to not only grocery shop, but also enjoy hot beverages and
food
3) Brooktons Market caters to the needs of their community through special events to bring
the community together.
4) Brooktons Market sells mostly organic products, but this doesn’t make them
unaffordable.
Communication Vehicles
In order for Brookton’s to properly implement the key messages we have created for
them, they need to use the right communication vehicles to do so. As a team, we decide that the
best way to stay in touch with the community surrounding Brookton’s market would be through
social media. Brookton’s Market already has a Facebook and Instagram but how active they are
on these social media sites is really what is going to make a difference. Brookton’s Market needs
to post more frequently on facebook and instagram to keep their surrounding community
involved and informed. By increasing their presence and activeness on social media, this will
allow them to draw in a younger crowd. Social media is taking the world by storm and it is only

15. 15
a matter of time before every business will have to have some form of social media in order to
connect with their young customers/market.
Triple Threat also suggests that Brookton’s Market update their website and make
everything more accessible. They should have a page about them strictly as a business and their
history so that this way their customers can know what they are about and their background
before coming to the store. One thing Brookton’s Market said they wanted to change was the
overall view of people thinking they only sell expensive organic food. They could do that by
clearly stating that on their website and putting anything else on their that they would like their
customers to know about them. Brookton’s Market is also very community based. On their
website, they could advertise more events they have in their store or just more information about
what the store has to offer in general.
Flyers and posters are also a non-expensive way to advertise the market as well. They
could communicate any message they would like whether it be a sale or an event and place them
on paper and put them around the town to catch the eye of a passing potential customer.
Implementation
The goals of the implementation of our campaign are to expand and increase the market's
clientele and profits through advertising and community outreach.
Step 1: Website and social media
Getting more involved with social media: Gaining more followers on both Instagram and
Facebook will be extremely beneficial. Following customers and other local business on
Instagram will automatically boost Brookton’s online presence and will result in those accounts
to follow back @brooktonsmarket. By increasing posts per week on both Instagram and
Facebook will also cause more followers to become familiar with in-store promotions and online

16. 16
activity. In addition to this, by posting all sale items and promotions on social media will cause
more people to come into the market to take advantage of items on sale. Gaining more followers
on Instagram specifically will draw in the younger generation, which is one audience we are
suggesting to target. In addition to this creating a Twitter account can gain more customers,
specifically in the college student demographic. Through examining a PEW research study we
have learned that 74% of online adults use social media cites (Appendix B).
Website upkeep: 60% of small businesses do not have a website, Brookton’s does which
gives them a competitive edge. However, the website lacks a detailed special event section. This
special events section is very important to have consistently updated so that loyal customers can
easily see when and where community events will be held. As of now, there is an events calendar
on the website, but this section is empty and never updated. In addition to this, the food items on
the website are not updated. We are aware of many new food items that are available in the
market but are not the website.
Improving the business’ promotional video: Through one day of low budget shooting the
Brookton’s Market promotional video could be improved significantly. The current promotion
video is located on YouTube with an extremely low amount of views. Most importantly, it is
vital that the promotional video for the market is uploaded and showcased on the market’s
website. By doing this the video will be easily accessible to people searching for information
about Brookton’s Market.
Step 2: Advertising
Collaborating with other local businesses: Collaboration will increase awareness of
Brookton’s Market to improve the consumer base and revenue. Since products from other
Tompkins County businesses are carried in the market and therefore being promoted, posting
flyers in those storefronts would create a mutually beneficial situation. If Brookton’s came to a

17. 17
mutual agreement with these stores such as Ithaca Bakery and Ithaca Beer Company, this would
allow for more exposure to their market in neighboring towns. Because Ithaca is such a large
college town taking advantage of advertising in other local businesses will help Brookton’s
Market to reach a younger demographic.
Community outreach: Getting the town more involved with the market will help to
connect with more than just the market’s regular customers. We noticed that Brookton’s hosts
Wednesday night dinners and occasional movie nights and brunches, however advertising the
information about these events through various mediums can help to increase the market’s
clientele. Having family oriented events such as movie nights and dinners will help involve the
older generation and the younger generation as well. In addition to events that the market itself
can host, taking advantage of other Tompkins County events such as Applefest and Oktoberfest
will help Brookton’s branch out of the Town of Caroline. By setting up a small stand or booth at
these events, it will allow the market to reach new demographics, especially college students,
from neighboring cities.
Step 3: Improve market organization
Storefront touch-ups: Brookton’s Market has a quaint store front that would be more eye-
catching with a few simple modifications. By beautifying outdoor features, Brookton’s Market
could look more appealing to potential customers. This could be made possible by touching up
the storefront paint, and by fixing some of the woodwork of the building.
Perfecting the Brookton’s Market sign: The current Brookton’s Market sign located
outside the market is small and could be updated. We suggest that the business should invest in a
more eye grabbing sign. By doing this, they will be able attract more customers who walk and
drive by (Appendix C).
Revamp the counter menu: Brookton’s Market has a deli counter where they serve both

18. 18
hot and cold meals. Brookton’s Market has a small menu that is not a accessible as it could be to
their customers. We suggest that the market enhance and update the size of the menu. By
implementing a large sign on the wall behind the main counter, the menu items would become
more visible to customers. To make the market’s menu aesthetically pleasing, it would be best if
they executed a colorful chalkboard menu (Appendix C).
Evaluation
Try our suggestions for one year and see how they benefit Brookton’s Market as a whole.
We predict that if Brookton’s management implements our advice they will see a 20% increase
of profits for both grocery and ready to make food sales combined. The Market should see an
increase in people from other cities after implementing our advertising and social media
campaigns. In order to calculate this, Brookton’s might need to survey customers in the
upcoming year of implementation. The survey should ask questions like: How did you hear
about us, or why did you stop in today? This can be done by handing out a notecard with a place
customers can take a survey online. By doing this we believe that management will be able to
learn important information about the new customers we predict will come into the storefront.

19. 19
Fees
Storefront and sign revamp…………………………………………………………...$1,000-1,500
Supplies for new sign
Outdoor/Indoor paint touch ups
Website renovations and updates....……………………………………………………$100/hour
Billable hours for webdesigner
New promotional video………………………………………………………………...…….$500
Printing of advertisements…...……………………………………………………….….$350-500
Flyers and/or posters
Creation of stickers
Social media strategy plan……………………………………………………..……$0-$50/hour
Billable hours for a social media intern or employee
Estimated Total Fees……………………………………………………………….$2,500-3,000

20. 20
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joes-is-overtaking-whole-foods-2014-5
Morris, K. (2013, Jul 02). Wal-mart's new market chain hopes to compete against grocers with
smaller-size store in levittown.Newsday Retrieved from
http://search.proquest.com/docview/1372853062?accountid=699
Social Networking Fact Sheet. (2013, December 27). Retrieved November 10, 2015, from
http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
Tobak, Steve. "10 Secrets to Trader Joe's Success." CBSNews. CBS Interactive, 26 Aug. 2010.
Web. 01 Oct. 2015. http://www.cbsnews.com/news/10-secrets-to-trader-joes-success/
The Truth Behind Trader Joe’s: What You May Not Know About TJ’s Brand. (n.d.). Retrieved
October 2, 2015, from http://groundswell.org/the-truth-behind-trader-joes-what-you-may-
not-know-about-tjs-brand/
Town of Caroline, NY. (n.d.). Retrieved October 2, 2015, from http://www.townofcaroline.org

22. 22
Tuttle, B. (n.d.). Your Grocery Store May Soon Be Cut in Half. Retrieved October 3, 2015, from
http://time.com/money/136330/why-your-grocery-store-may-soon-be-cut-in-half/
W, K. (2012). (Re)opening Small Stores: A Rural Grocery Toolkit. Retrieved October 3, 2015,
from http://www.k-state.edu/cecd/docs/pdfs/Session 4- Option 13.pdf
Zenk, S., & Schulz, A. (2006). Fruit and vegetable access differs by community racial
composition and socioeconomic position in Detroit, Michigan. Retrieved October 3,
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23. 23
Appendixes
Appendix A
Census information from http://www.census.gov

24. 24
Appendix B
Adult social media statistics from PEW Research Center

25. 25
Appendix C
Examples of potential outdoor engraved signs
Examples of potential chalkboard signs to catch customer’s eyes

26. 26
For Release On: October 21, 2015 at 1pm For more information, please contact:
Project Manager: Sarah Kessler
(973) 255-8695
skessler@ithaca.edu
Brookton’s Market Partners with Ithaca College Students
Ithaca, NY - October 21st, 2015 -- Our project team, Triple Threat Consulting Agency, is
a group of dedicated young researchers working together as part of an in-class Public Relations
project at Ithaca College. Our team is made up of six women with experience in
communications. Much of our time, research and work takes place on the Ithaca College campus,
specifically in the Roy H. Park School of Communications. Our consulting agency is writing this
release to update readers about our most current client and how we are of service to them. Our
project team has been assigned to make strategic proposals to help our newest client, Brookton’s
Market, grow their community and clientele. Brookton’s Market is a locally owned grocery store
and restaurant in the town of Caroline. Our research team is prepared to work efficiently to come
up with the necessary public relations proposals in order to help our client. We are taking on this
client because organic food stores are becoming more prevalent in today's market.
This Fall, we are developing a campaign for Brookton’s Market as our final project for a
public relations course in the Roy H. Park School of Communications. We are mentored and led
by professor Ann Marie Adams who specializes in the communications field. This course teaches
students how to launch a successful public relations campaign specific to the needs of our client.
Our final project will include our white paper as well as a formal in-class presentation. Working
with this real life client is an amazing opportunity for us students to gain hands on experience
working in the field of public relations.
Triple Threat Consulting Agency has conducted research on Brookton’s Market and their
competitors in an attempt to gain a better idea of Brookton Market’s business and the
surrounding community. With our newly acquired knowledge of PR practices, we are now more
capable of giving strategic communication advice and proposals. Our project team has new and
innovative ideas that can help Brookton’s Market create and maintain an overall positive image
and welcoming environment.
# # #
For more information about our current client:
Website: http://www.brooktonsmarket.com
Email: brooktonsmarket@gmail.com

27. 27
For Immediate Release On: November 13, 2015 For more information, please contact:
Project Manager: Sarah Kessler
(973) 255-8695
skessler@ithaca.edu
Local Store Brookton’s Market Leaving Its Mark in Upstate New York
Ithaca, NY - November 13th, 2015 -- As members of Triple Threat Consulting Agency, we have
the opportunity to assist clients with several different aspects of their business including their
brand image and communication with the public. We have been working hard to make strategic
proposals to help our newest client, Brookton’s Market, grow their community and clientele.
Brookton’s Market is a small grocery store located in Upstate New York. Their location in
Brooktondale gives them the ability to appeal to other surrounding areas in the Town of
Caroline. Brookton’s is open for business every day of the week, with hours varying by day.
Friendly staff, local products, and a welcoming environment are just some of the many
characteristics of Brookton’s Market.
Within their store, Brookton’s Market has a few dedicated employees allowing them to
have close relationships with their customers. In the community of Brooktondale, they
communicate with the people they serve and have created a sense of community with their
business. By offering freshly made food in addition to the grocery products they sell, Brookton’s
Market appeals to all different types of customers. In their fresh made food section, a customer
can purchase products such as sandwiches and pastries. In the grocery section of the store there
are many different speciality and organic items. Their events and community functions offer
ways for the residents of Brooktondale to be involved and build relationships with each other and
the employees. Brookton’s Market has several goals for themselves, including expanding their
customer base, showcasing their affordability, and maintaining their reputation.
Our team, Triple Threat, is getting involved with the grocery market because of the
increasing trends involving organic food stores. Specialty markets, like Brookton’s, are
beginning to dominate more and more within the grocery market. In comparison to other similar
stores, Brookton’s Market has unique features that differentiate them from their competition.
There is always a desire to be more successful and gain more business, which is what Brookton’s
Market wishes to do. There are several ways that they can achieve these, as well as other goals
that they have as a business. As members of Triple Threat Consulting Agency, we are
enthusiastic about the future of Brookton’s Market and what’s to come for them in the grocery
market.
# # #
About Brookton’s Market:
Website: http://www.brooktonsmarket.com
Email: brooktonsmarket@gmail.com
Location: 491 Brooktondale Rd, Brooktondale, NY
Phone: (607) 539-7900