Idaho Martial Arts Academy

Public relations plan by:Cassie Gardner

Lilli KrugJordon Tuttle

Hannah Chelson

Table of Contents

1. Situational Analysis2. Goals and Objectives2. Target Audience3. Positioning4. Key Messages4. Challenges 5. Communication Vehicles5. Research Methods5. Statistics6. Time Chart6. Budget7. Action Plan7. Contact List8. Strategy and Tactics8. Evaluation PlanAppendix i. Press Release Appendix ii. SurveyAppendix iii. FlierAppendix iiii. Bumper Sticker

Situational Analysis A strength of the Academy is its focus on the family. We will use that strength to draw family units to the school. Our main weakness is awareness. Most people do not know that this school offers a family focused program. We have an opportunity to reach out to families and provide an activity that they can do together.

The threats are an inability to create awareness through a community event. Our goal is to focus on the awareness of your school and commitment, to the benefits that you offer to the community. We also want to raise awareness of Idaho Martial Arts Academy’s desire to decreasing bullying.

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Goals and Objectives

-Increase multi community awareness from 19% to 30%

-Help him to obtain one public performance.

-Raise awareness of Little Ninja program

-Increase public awareness of Idaho Martial Arts Academy

-Influence public opinion of martial arts from an interest of 47% to 55%

Target Audience -Parents-Young adults 19-27-Surrounding cities in Madison county

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Positioning The Martial Arts Academy develops individuals. Developed individuals come together and build developed families. What we want the public to perceive that the Martial Arts Academy benefits the students who attend the Academy. Also, we want parents to understand the potential growth their children will have through the principles taught and implemented, such as discipline and respect, not only in the home, but in their daily lives. We want young adults to understand the benefits that could come from learning self defense as well. The Martial Arts Academy has students as far as Rigby, Idaho. With this in mind, we want to convey what the Martial Arts Academy can do for other potential students, possibly in Sugar City and St. Anthony.

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Key Messages -A family that kicks together sticks together. -Family. Discipline. Respect.-Character is self-defense

Challenges

A challenge of this campaign is reaching our target audience. We need to make sure they are aware of the Academy’s event. The community as a whole in Rexburg does not know that the Academy exists. It will be a challenge to raise awareness for an event that is sponsored by a company that few know exists. Another challenge is the issue of young families who believe that the cost of martial arts is not worth it. We want to change how they perceive martial arts. A new perspective will instill the true value to young families.

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Research Methods

How we got our information-Public surveys (see Appendix ii) We conducted a local survey that showed patterns of local citizens. We found that over 40% of those who are interested in martial arts fine the price to be to high. -Public opinion polls -Pr-existing research We collected data from web pages to collect national averages.

Communication Vehicles -We are planning to utilize the social media presence that already exists along with fliers( see Appendix iii) and word of mouth.-The event that will take place on September 26th -There will be a press release for the event.

Statistics

-Nationally, 43% of people find their Dojo by referral. -Nationally59% of people start martial arts for self- defense, second is only 17% for philosophy and confidence -Nationally, 45% of people pay less than $50 a month. Locally, 66 %of believe $50 is too high. -50% of those who believe $50 is too high are interested or very interested in martial arts -19% of people knew about martial arts academy. We will boost it to 30%-57% of people agree or strongly agree that bullying is a problem is the local school system-47% of people interested or very interested in learning self defense only 50% have actually done self defense before

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Time Chart

Meet with chamber of commerce for a permit in early August.Start contacting vendors by September 7th.Distribute a press release (see appendix i) disclosing who will be there and message of the event.Begin your social media outreach and flier distribution on September 10th.The event will take place on September 26thDo follow up surveys to see how public awareness and opinion was impacted.

EstimatedCost

ActualCost

Unit Number

Flier Development

Renting Area

Police Aid

$20 200

$25

$100

Total $145

Budget

Bumper Stickers $30-5050

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Contact List of vendors

The hickory (208) 359-2318

Police Lt. Collin Ericson (208) 359-3008

Shredded Nutrition: Blake (owner)(208)360-9439

Rexburg Standard Journal editor Greg Little, at editor@uvsj.com

Action Item Person Date Done

Planing Event Pr Team 8-1-15 9-26-15

Contacting Vendors

Reserving Location

Contacting Police

Follow up from Tim

Follow up from TimFollow up from Tim

9-7-15

8-1-15

9-10-15

9-9-15

8-31-15

9-12-15

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Strategy and TacticsOur strategy is to host a community event. We have several tactics to make the event a success:-We will pass out fliers and bumper stickers- Have local vendors sell food and products-Invite local vendors to donate gift cards and prizes to raffle and give away-Invite live music and entertainment from BYU campus-Have demonstrations put on by Tim Evaluation Plan

The plan will be a success if we can see a definite increase in enrollment and awareness of the Academy. The survey will be distributed a second time after the event to judge effectiveness.

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Appendix i

Appendix i

Appendix ii

Demographic:What is your gender?Do you have children? How many?What is the age range of your children if you have them?

Priorities:It is important for your family to have positive influences outside of the home? Your children should be able to choose what activities to be a part of?It is important for your children to set and reach goals at a young age?

Martial arts:How interested would you be in taking self-defense?How much do you know about the Idaho Martial Arts Studio?How interested would you be to learning about the Idaho martial arts Studio?How would you rate your ability to defend yourself?How safe do you feel in Rexburg? How big of a problem is bullying in the local public school system?

True or falseI have tried, and or participated, in martial arts before at some point in my life.I know someone who has participated in martial arts. I believe $55 a month is too expensive for martial arts. Martial Arts is a safe activity.

Appendix iii

Appendix iiii

Family.Discipline.Respect.