Table of ConentsExecutive Summary........................................ 1

Situation Analysis........................................ 1-2

Research.......................................................... 3-4

Target Audience............................................. 5

Goals.................................................................... 5

Objectives.................................................... 5-12

Strategies...................................................... 5-12

Tactics............................................................ 5-12

Buget............................................................ 13-14

Timeline............................................................. 14

Executive SummarySince its commencement in 1986, the Idaho International Folk Dance Festival has given Rexburg families a taste of art and culture from all over the world. However, Rexburg has changed in 27 years. Gone are the Sunbird communities of summers past; 17,000 BYU-Idaho students have taken their place, and Rexburg is the youngest community in the nation. The festival, on the other hand, hasn’t changed much at all - it’s time for a transformation.

This campaign is directed at BYU-Idaho students. In past years, they haven’t had the opportunity to take part in the fun and festivities, but now the invitation is open. The Rexburg Chamber of Commerce has created a new festival, called the Idaho International Summerfest, to reach out to community members, student and resident alike. PRSSA has undertaken the task to draw students to Summerfest events.

Members of PRSSA have developed a plan that utilizes social media and campus events to promote attendance to Summerfest events. The research conducted by PRSSA shows that many students tend to hear about events through Facebook and word of mouth. This campaign will utilize Facebook, Instagram, and Twitter to encourage students to share photos and information about the Summerfest events with their friends. Posters and flyers have also been designed for placement in all areas of the BYU-Idaho campus. Fun events on campus have been created to catch students’ attention and grow interest in the primary focuses of Summerfest: dance and music.

Through the strategies and tactics developed over the course of the past three months, this campaign is sure to help establish the Idaho International Summerfest as a great summertime activity for students to attend with friends and family.

Situation Analysis The Idaho Folk Dance Festival has been a tradition in Rexburg for the past 27 years. Since its launch in 1986, 30 countries have wowed Rexburg with their culture through music, song, and dance. Tailored especially for retirement-age “Sunbirds” and residents in surrounding communities, the weeklong cultural event has traditionally been held on the week of July 25th.

For years, residents of the community have enjoyed hosting Festival dancers into their homes while they performed in the States. Street dancing was always a main attraction of The Idaho Folk Dance Festival. Main Street was sectioned off for the day to give performers a place to dance and interact with the community. Vendors from various countries set up shop on the sidewalks and sold souvenirs from their native lands.

Song, music, dance, and colorful costumes attracted people from all the surrounding areas. Filled with cultural activities and a vibrant atmosphere, The Idaho Folk Dance Festival was an event the entire family could enjoy.

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SWOTStrengths• The community is heavily involved.• There are a wide variety of activities throughout the week.• Performance groups are popular among BYU-Idaho students.• Summer weather makes outdoor festivities ideal.

Weaknesses• Previous festivals had low student attendance.• Not many students know about the festival.• Costs: not all students are willing to pay for entertainment.• Not all activities are ideal “fun college activities”.• Previously held during the seven-week break; few students have been in Rexburg at the

time of the festival.

Opportunities• Many Summerfest activities are geared toward the college age are new to Rexburg.• Students are able to be more involved with this community-wide event.• Community leaders can use new techniques to publicize their events.• Summerfest allows students to experience different cultures through dance and music.• Students are provided with great summer activities through the week of Summerfest.• Has the potential to become popular among spring semester students at BYU-I, if

marketed well.• BYU-I is willing to work with the board to accommodate certain needs because they are

unable to host the event on campus as they have in the past.

Threats• Travel, some students are without transportation and may not be able to attend events

that are not within walking distance.• Cost of attending might discourage students from participating.

ResearchSummer Fest Survey Analysis

Total Responses: 87Male Responses: 32 (37%)Female Responses: 55 (63%)

Sixty-nine percent of survey takers said they hear about events through word of mouth. Word of mouth is followed closely by banner ads on the school website and posters around campus. Various social media outlets and flyers complete the top ways students hear about events.

Of survey takers:71% said they would be in Rexburg for the Spring 2013 semester.29% said they would not be in Rexburg for the Spring 2013 semester.

Survey takers were asked if they had ever heard of the International Summerfest before. Fifty-five percent said they had never heard of it. The participants who said they have heard of the Summerfest before are divided into two groups: those who have never been and those who have. Thirty-two percent who had heard of Summerfest had never actually attended the festival. On the other hand, thirteen percent who had heard of Summerfest have attended the festival in the past.

Survey takers were asked to select the Summerfest events that held the most interest to them. The International Street Festival was the number one event among survey participants. The Color in Motion 5k came in second with the black light dance, humanitarian project, international dance performances and the Dancing Under the Stars event trailing closely behind.

Yes  52%  

No  48%  

If  a  free  shu*le  bus  to  and  from  events  was  provided  would  you  be  more  likely  to  a*end?    

Research

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Target AudienceOur target audience is BYU-Idaho college student attending during the spring semester. This audience consists of men and women from the approximate range of 17-30 years of age.

This audience can be broken down into four categories:

1. Students who study dance, either as a major, minor, or cluster.2. Students who attend Latin, Ballroom, and Country Dancing. These students are an

important audience because they already show an interest in dancing.3. Students who participate in the broader areas of the performing arts, such as music and

theater majors, whose majors relate to live performance.4. Students who attend activities such as Guitars Unplugged, Acoustic Café, I-Cover, and

BYU-I’s Got Talent. These groups have already shown interest in performance related activities.

Goals & ObjectivesThe International Summerfest is a cultural event that has something for everyone; it brings a unique blend of art and culture that might otherwise go unnoticed in Eastern Idaho. For many years, the majority of BYU-Idaho students have not participated in these events. The Chamber of Commerce wishes to change the focus from “locals only” and bring Rexburg residents and students alike to this yearly event. To achieve this, we have set the following goals and objectives:

Goals• Rebrand Summerfest to be an event that BYU-Idaho students are interested in attending• Direct campaign efforts toward students to encourage them to attend events throughout

the week of Summerfest• Implement social media in creating awareness of Summerfest

Objectives• Have 200 or more students attend per ticketed event• Establish social media presence (Facebook, Twitter, Blog) and increase growth by 200%

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Strategies & TacticsObjective 1: Establish social media presence (Facebook, Twitter, Blog) and grow it by 200% by the end of the semesterStrategy 1: Implement social media to create awareness of Summerfest.

Tactics

Web• Create new pages on the website with information about each event. Include the date,

time, location, ticket price (if applicable), and a brief description. Categorize events and list them under corresponding pages. Example: Parties, Community events, Performances.

• Advertise each event on the scrolling banner that is displayed on the landing page of the Summerfest website.

Facebook• Create “Idaho Summerfest” Facebook account.• Post on Facebook before, during and after each event. Some optional Facebook posts are

listed below. • Host a contest on Facebook to give away prizes. For example, announce a drawing for a

prize (tickets, etc.) when the page reaches 200 ‘Likes’. Draw a winner from the group of the Facebook users who have liked the page. Repeat this process at 500, then at 1,000 ‘Likes’.

Twitter• Create “Idaho Summerfest” Twitter account.• Tweet before, during and after each event. Some optional tweets are listed below.• Host a contest on Twitter to give away prizes. Tweet asking users to both follow the “Idaho

Summerfest” account and retweet to enter a drawing for a prize (tickets, etc.)

Instagram• Create an Instagram account called “Idaho Summerfest” with the username

“idahosummerfest”. Post photos from each event on Instagram both during and after the event.

• Host a photo contest on Instagram. Contestants who wish to enter pictures should use the hashtag #summerfest and specify which event they attended in the picture description. Winners will receive a prize and their picture will be featured on the Idaho Summerfest account.

Facebook postsColor in Motion 5kRexburg! What an AWESOME display of color today! Post your best pictures here, or use the hashtag #summerfest on Instagram. Hope you had as much fun as we did!Include a photo from the run.

Strategies & TacticsKick-Off EventRexburg knows how to kick off an event. Thank you to those who welcomed the dancers for International Summerfest. Let’s keep up the energy! Include a photo from the Kick-Off.

The Summerfest Humanitarian Project changed lives today by helping orphans in Africa and Ecuador. Check out pictures and details of the project. Link to blog post with details.

Today’s International Street Festival was fantastic! The international dancers put on amazing performances and interacted with those who attended. We can’t wait to see what they have in store for us at the gala performances!Include photos from the Street Festival. TweetsColor In MotionKick up your running shoes and meet us at #RexburgColorRun Sat 7/1667 characters

Kick Off EventLet’s get this party started! #Summerfest Kick-off Mon 7/858 characters

Humanitarian ProjectTeam up with our dancers to help orphanages in Ecuador and Africa Wed 7/10 #Summerfest86 characters

Gala PerformanceIt’s the main event! #Summerfest Gala dance performances Fri 7/12-Sat 7/1374 characters Gala Performance Come experience-amazing performances from all around the world at the Idaho National Summer Fest today!103 Characters

Black Light Dance Come ready to glow tonight at the Black Light Dance for #Summerfest!68 characters

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Strategies & TacticsMatineeThe matinee #Summerfest performance is perfect for the family! 7/11 2-3:30 p.m.79 characters

MatineeCome enjoy international dance performances the Performing Arts Center @ MHS! #Summerfest89 characters

Dancing Under the Stars#Rexburg Date night #Summerfest Dancing Under the Stars: Sat 7/1389 characters

Festival in Smith ParkThere will be a festival held at Smith Park today for Rexburg #Summerfest. Come join us for the fun!100 characters

Strategy 2: New tabs should be created on the current Summerfest website for each event. These tabs will contain the following descriptions for attendees to quickly and efficiently learn more about the time and location of the event as well as what it may involve.

Tactics

Color In Motion 5k - Saturday, July 6 Date: July 6 at 10 a.m.Location: Hemming Village

The Rexburg Color in Motion 5k is the jump-start to the week of Summerfest. During the 5k, participants will dash through splashes of colored chalk along the way and finish in Porter Park as a masterpiece comparable to Van Gogh’s genius. Immediately following the 5k, an after party will be held at Porter Park, full of vibrant color, bright faces, and brilliant memories. It’s free to watch, and even more fun to throw colored chalk! Runners should arrive wearing white; we’ll take care of the colorful part.

To register and learn more about the Rexburg Color in Motion 5k, visit http://colorinmotion5k.com/. For those who register early there is a 40% discount if you use the discount code SUMMERFEST. Sign up today to reserve your spot in the most colorful race in Eastern Idaho!

Kick-Off EventDate: July 8 at 7 p.m.Location: Madison Jr. High Football Stadium

Strategies & TacticsThe Rexburg Chamber of Commerce invites you to begin the 2013 Idaho International Summerfest by attending the highly anticipated Kick-Off Event! This will be the event of a lifetime -- and it’s only the beginning of the week! There will be fun games, great food, and a big surprise. This is an event you don’t want to miss!

Humanitarian ProjectDate: July 10 from 1 - 6 p.m.Location: Smith Park

Come give a helping hand to children in Africa and Ecuador at the Humanitarian Project at Smith Park. Both members of the community and International dancers are invited to give back to nations in need by collecting donations of clothing, shoes, blankets, unopened hygiene products, food, and water. Monetary donations are also accepted.

International Street Festival and ParadeDate: July 11 from 5 - 11 p.m.Location: Main Street in Rexburg

International dancers are taking over Main Street on Thursday, July 11. Teams will be showing off fancy footwork in the streets, and it’s a great opportunity to get outside and have a taste of international culture. The parade will run until 9 p.m., where dancers and community members will have a chance to mix and mingle at the street festival until 11 p.m. Vendors will provide gifts and goods from all over the world on the sidewalks. You won’t want to miss it!

International Dance Gala PerformancesDates: July 11 from 2 - 3:30 p.m. (Matinee)July 12 and 13 from 7 - 9 p.m.Location: Performing Arts Center at Madison High School

Summerfest wouldn’t be complete without the dancers that started it all! Come to the International Dance Gala Performances to watch professional dance teams from all over the globe showcase their talents and get an up-close look at unique music and culture. All ages are welcome to have a taste of diverse culture. There will also be opportunities to mix and mingle with the dance teams and learn more about their background and lifestyles.

Black Light DanceDate: July 12 from 9 - 11 p.m.Location: Performing Arts Center at Madison High School

The fun doesn’t stop with the international performances. Don’t miss the after-party at the Black Light Dance! Meet the dancers from the international teams and show off your best moves under glowing lasers and black lights. White shirts are recommended; the brighter you glow, the better. Come ready to party all night long!

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Strategies & TacticsObjective 2: Have 200 or more students attend per ticketed eventStrategy 1: Promote International Summerfest by holding a dance competition in at the Crossroads.

Tactics• Reserve the Crossroads stage from 1 – 2 p.m. and AV support by contacting the scheduling

department, another option would be to go to scheduling.byui.edu and create a username at the Event Management Systems (EMS) where a list of open facilities will appear and available times. Reservation can be done through EMS with one month at advance at least.

Scheduling Office Location: MC 191Phone: 208.496.3122

• Contact student activities to obtain list of approved music for dance off. Student Activities Office Location: MC 101 (across from the University Store) Office Hours: Monday-Thursday: 8am-6pm Friday: 8am-5: 30pm Phone: 208-496-7300 E-mail: activities@byui.edu

• The day of the competition there will be a sign up sheet for those who would like to participate in the dance off. The audience will determine the winner of the dance off. A Summerfest t-shirt and or free ticket will be given to winner.

• After the dance competition PRSSA members will pass out Summerfest flyers to all students present.

Strategy 2: Distribute posters in each building on the BYU-Idaho campus to promote Summerfest events to students.

Tactics• Posters will be approved by the client, Donna Benfield, then sent to University

Communications for approval. • Upon approval, print 130 posters at University Press, located next to the bowling alley in

the Manwaring Center. A semester-long stamp of approval on the posters will then be obtained from University Communications in the Kimball building.

• 10 approved posters will be hung in each building on campus.

Strategies & TacticsStrategy 3: Hand out flyers to BYU-Idaho students to promote individual Summerfest events Tactics• Flyers will be approved by Donna Benfield.• Print 2000 8.5x11 colored sheets (four fliers per sheet), totalling 8000 flyers.• 2000 of the printed fliers will be distributed at a booth in the Manwaring Center.• 4000 of the printed fliers will be distributed at student housing.• 2000 fliers will be delivered to local businesses that students tend to frequent (i.e.

Sammy’s, Paramount 5, Fat Cats)

Strategy 4: Consistent Facebook profile and cover photo to reflect social media promotions

Tactics• Selection of profile and cover photos will be approved by Donna Benfield.• Graphics on Summerfest’s Facebook page will be constantly updated to reflect current

promotions made on all social media networks and web media.

J u l y 8 - 1 3

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Strategies & TacticsStrategy 5: Sell t-shirts at Summerfest events to turn a profit aside from ticket sales for the Chamber.

Tactics • Custom Summerfest shirts will be ordered• A booth will be placed at the entrance of each event where volunteers will sell t-shirts

for $10. • T-shirts will be displayed as advertisements at each event.

BudgetBrigham Young University-Idaho Copy Spot and University Press8.5X11 sheet of color paper: $0.508.5X11 sheet of black and white paper: $0.0411X17 colored poster: $1.00 Alphagraphics8.5X11 sheet of color paper: $.4911X17 colored poster: $1.35

Wholesale Pricing2,000 8.5X11: $26130 11X17 colored posters: $79 Kettle Embroidery(208) 656-999328 N 2nd East, Rexburg, ID 83440Hours: Monday thru Friday, 8am - 5:30pm, closed Saturday & Sunday

Specific information is required to receive a price quote, such as shirt quantity, colors, method of silkscreening, and how many locations will be printed on the shirts. Shirts 4EWE(208) 357-4801240 E 3000 N, Rexburg, ID 83440shirts4ewe.comEmail: sales@shirts4ewe.com Number of Shirts 6-11 12-23 24-35 36-71 72-98 99+One Color – One side (ea): $14.43 $9.72 $8.00 $7.30 $6.55 $6.39One Color – Two sides (ea): Call $14.72 $11.30 $9.89 $8.40 $8.08Two Color – One side (ea): $19.93 $13.37 $9.48 $8.31 $7.14 $6.86Two Color – Two sides (ea): Call Call $14.24 $11.90 $9.57 $9.00Three Color – One side (ea): Call $16.18 $10.95 $9.34 $7.72 $7.26Three Color – Two sides (ea): Call Call $17.19 $13.96 $10.74 $9.81Four Color – One side (ea): Call $18.97 $12.35 $10.33 $8.31 $7.75Four Color – Two sides (ea): Call Call Call $15.96 $11.90 $10.79

American Screen and Print(208) 356-344324 W 1st SouthRexburg, ID 83440Specific information is required to receive a price quote, such as shirt quantity, colors, process of screening the shirts, and how many locations will be printed on the shirts.

Timeline

BudgetT-shirts: 300 X $7.75 = $2,3252,000 8.5X11: $26130 11X17 colored posters: $794 Ticket Give-A-Ways: $40.005 T-shirt Give-A-Ways: $38.75 Total: $2,508.75

AprilMonday 22nd | Reserve Crossroads and AV equipment for dance competition on Monday June 8th from 1 – 2 p.m.Friday 26th | Obtain approval on designs from Donna BenfieldMonday 29th | Obtain approval on posters from Kirk Rawlins in University CommunicationsMonday 29th | New Facebook images should be uploaded

MaySaturday 11th | Submit t-shirt order to a company in Rexburg (allow 7-10 business days for order to be processed).Sunday 6th | Contact student activities for BYUI school approved music list and print 2,000 8.5 x 11 colored flyers will be printed, for a total of 8,000 flyers.

JuneSaturday 1st | Receive order from t-shirt makers, review to ensure order is correct. Submit any order corrections to the t-shirt maker. Assign teams of students to sell shirts at each event. (4 per booth; 2 people actively sell shirts, two people manage payments and cash box)Wednesday 8th | Dance competition at the Crossroads from 1 – 2 p.m. hand out 300 fliers to spectators. Wednesday 15th | Print 130 posters at Alphagraphics, located next to the bowling alley in the Manwaring Center. Wednesday 22nd | Deliver 4,000 fliers to student apartments Wednesday 22nd | Deliver 2,000 fliers to local businesses where students spend time such as, Sammy’s, Paramount 5, Fat Cats, etc.Wednesday 22nd | Pick up printed posters from University Press and take them to University Communication to be stamped. Wednesday 23rd | Hang up approved poster in each building on campus.

JulyMonday 8th | Manage booth at Kick-off event selling Summerfest T-shirts

Contact InformationDonna Benfield - Rexburg Chamber of Commerce208.403.2101donna@rexcc.com

Kirk Rawlins - University Communications208.496.2030rawlinsk@byui.edu 14