Summer Fest

8/12/2019 Summer Fest

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

Situation Analysis........................................ 1-2Research.......................................................... 3-4

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

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

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

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

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

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


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Executive SummarySince its commencement in 1986, the Idaho International Folk Dance Festival has givenRexburg families a taste of art and culture from all over the world. However, Rexburg haschanged 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. Thefestival, on the other hand, hasnt changed much at all - its time for a transformation.

This campaign is directed at BYU-Idaho students. In past years, they havent had theopportunity to take part in the fun and festivities, but now the invitation is open. The RexburgChamber 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 thetask to draw students to Summerfest events.

Members of PRSSA have developed a plan that utilizes social media and campus eventsto 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. Thiscampaign will utilize Facebook, Instagram, and Twitter to encourage students to share photosand information about the Summerfest events with their friends. Posters and flyers have alsobeen designed for placement in all areas of the BYU-Idaho campus. Fun events on campushave been created to catch students attention and grow interest in the primary focuses ofSummerfest: dance and music.

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

Situation AnalysisThe Idaho Folk Dance Festival has been a tradition in Rexburg for the past 27 years. Since itslaunch in 1986, 30 countries have wowed Rexburg with their culture through music, song,and dance. Tailored especially for retirement-age Sunbirds and residents in surroundingcommunities, the weeklong cultural event has traditionally been held on the week of July25th.

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 Streetwas sectioned off for the day to give performers a place to dance and interact with thecommunity. Vendors from various countries set up shop on the sidewalks and sold souvenirsfrom 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 anevent the entire family could enjoy.


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SWOT

Strengths 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.


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ResearchSummer Fest Survey Analysis

Total Responses: 87

Male 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 postersaround campus. Various social media outlets and flyers complete the top ways studentshear 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 haveheard of the Summerfest before are divided into two groups: those who have never beenand those who have. Thirty-two percent who had heard of Summerfest had never actuallyattended the festival. On the other hand, thirteen percent who had heard of Summerfesthave attended the festival in the past.

Survey takers were asked to select the Summerfest events that held the most interestto them. The International Street Festival was the number one event among surveyparticipants. The Color in Motion 5k came in second with the black light dance,

humanitarian project, international dance performances and the Dancing Under the Starsevent 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?


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Research

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Target AudienceOur target audience is BYU-Idaho college student attending during the spring semester. Thisaudience 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 Caf, I-Cover, and

BYU-Is Got Talent. These groups have already shown interest in performance relatedactivities.

Goals & ObjectivesThe International Summerfest is a cultural event that has something for everyone; it bringsa unique blend of art and culture that might otherwise go unnoticed in Eastern Idaho. Formany years, the majority of BYU-Idaho students have not participated in these events. TheChamber of Commerce wishes to change the focus from locals only and bring Rexburgresidents 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% bythe 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 listthem under corresponding pages. Example: Parties, Community events, Performances.

Advertise each event on the scrolling banner that is displayed on the landing page of theSummerfest 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 theFacebook 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 theevent.

Host a photo contest on Instagram. Contestants who wish to enter pictures should use thehashtag #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 thehashtag #summerfest on Instagram. Hope you had as much fun as we did!Include a photo from the run.


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Strategies & TacticsKick-Off EventRexburg knows how to kick off an event. Thank you to those who welcomed the dancers for

International Summerfest. Lets keep up the energy!Include a photo from the Kick-Off.

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

Todays International Street Festival was fantastic! The international dancers put on amazingperformances and interacted with those who attended. We cant wait to see what they havein 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 EventLets get this party started! #Summerfest Kick-off Mon 7/858 characters

Humanitarian Project

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

Gala PerformanceIts the main event! #Summerfest Gala dance performances Fri 7/12-Sat 7/1374 charactersGala PerformanceCome experience-amazing performances from all around the world at the Idaho NationalSummer Fest today!103 Characters

Black Light DanceCome 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.

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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 forthe 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 learnmore about the time and location of the event as well as what it may involve.

Tactics

Color In Motion 5k - Saturday, July 6Date: 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 PorterPark as a masterpiece comparable to Van Goghs genius. Immediately following the 5k, anafter party will be held at Porter Park, full of vibrant color, bright faces, and brilliant memories.Its free to watch, and even more fun to throw colored chalk! Runners should arrive wearingwhite; well 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 codeSUMMERFEST. 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


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Strategies & TacticsThe Rexburg Chamber of Commerce invites you to begin the 2013 Idaho InternationalSummerfest by attending the highly anticipated Kick-Off Event! This will be the event of alifetime -- and its only the beginning of the week! There will be fun games, great food, and a

big surprise. This is an event you dont 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 Projectat Smith Park. Both members of the community and International dancers are invited togive back to nations in need by collecting donations of clothing, shoes, blankets, unopenedhygiene 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 showingoff fancy footwork in the streets, and its a great opportunity to get outside and have a tasteof international culture. The parade will run until 9 p.m., where dancers and communitymembers will have a chance to mix and mingle at the street festival until 11 p.m. Vendors willprovide gifts and goods from all over the world on the sidewalks. You wont want to miss it!

International Dance Gala Performances

Dates: 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 wouldnt be complete without the dancers that started it all! Come to theInternational Dance Gala Performances to watch professional dance teams from all over theglobe showcase their talents and get an up-close look at unique music and culture. All agesare welcome to have a taste of diverse culture. There will also be opportunities to mix andmingle 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 doesnt stop with the international performances. Dont miss the after-party at theBlack Light Dance! Meet the dancers from the international teams and show off your bestmoves under glowing lasers and black lights. White shirts are recommended; the brighter youglow, 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 theCrossroads.

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 usernameat the Event Management Systems (EMS) where a list of open facilities will appear andavailable times. Reservation can be done through EMS with one month at advance at least.

Scheduling OfceLocation: 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: [email protected]

The day of the competition there will be a sign up sheet for those who would like toparticipate in the dance off. The audience will determine the winner of the dance off. ASummerfest 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 promoteSummerfest 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 beobtained from University Communications in the Kimball building.

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


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Strategies & TacticsStrategy 3:Hand out flyers to BYU-Idaho students to promote individual Summerfest eventsTactics 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.

Sammys, 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 Summerfests Facebook page will be constantly updated to reflect current

promotions made on all social media networks and web media.

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

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.


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BudgetBrigham Young University-Idaho Copy Spot and University Press8.5X11 sheet of color paper: $0.508.5X11 sheet of black and white paper: $0.04

11X17 colored poster: $1.00Alphagraphics8.5X11 sheet of color paper: $.4911X17 colored poster: $1.35

Wholesale Pricing2,000 8.5X11: $26130 11X17 colored posters: $79Kettle 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, methodof silkscreening, and how many locations will be printed on the shirts.Shirts 4EWE(208) 357-4801240 E 3000 N, Rexburg, ID 83440shirts4ewe.com

Email: [email protected] 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, processof screening the shirts, and how many locations will be printed on the shirts.


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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: $38.75Total: $2,508.75

AprilMonday 22nd |Reserve Crossroads and AV equipment for dance competition on MondayJune 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 fororder to be processed).Sunday 6th |Contact student activities for BYUI school approved music list and print 2,0008.5 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. Submitany order corrections to the t-shirt maker. Assign teams of students to sell shirts at eachevent. (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 theManwaring Center.Wednesday 22nd |Deliver 4,000 fliers to student apartmentsWednesday 22nd | Deliver 2,000 fliers to local businesses where students spend time such as,Sammys, Paramount 5, Fat Cats, etc.Wednesday 22nd |Pick up printed posters from University Press and take them to UniversityCommunication to be stamped.Wednesday 23rd |Hang up approved poster in each building on campus.

July

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

Contact InformationDonna Benfield - Rexburg Chamber of [email protected]

Kirk Rawlins - University [email protected] 14


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Documents

Summer Fest