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Executive Summary
We are developing a public relations campaign for Neilsens Frozen Custard, the new Rexburg, Idaho location. The objective of this campaign is to increase sales and awareness of Neilsens Frozen Custard through the use of promotional coupons, online media, a Rexburg website and community advertisements. We will be working closely with Neilsens Frozen Custard in order to obtain the best results. For the initial research of our campaign we will send out a survey to the community and to the student body (BYU-Idaho). To measure the success of our campaign we will send out the same survey and re-evaluate the results.

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Background
Nielsens Frozen Custard began in 1981 by a man named Steve Nielsen. He opened his first shop in Salt Lake City, Utah, which was then quickly discovered by the community and was named the smoothest stuff around. Frozen custard is similar to homemade ice cream. The difference is that it has egg in it to give it that smooth taste. Frozen custard is kept at a lower temperature which allows there to be no air in it. Nielsens Frozen Custard has a variety of ice cream treats. Among those treats is the famous Concrete shake, which is a thick shake that can be mixed with any topping you can make up. What sets Nielsens apart from other ice cream shops is that it has a dinner menu as well. It has burgers, grinders, and French fries that come in a wide variety. Nielsens has many establishments but just recently opened one in Rexburg. Nielsens Frozen Custard Is located on: 115 S 2nd West, Rexburg, Idaho. The hours of this new establishment are Mon Thurs: 11a.m. to 10p.m. and Fri-Sat: 11a.m. to 11p.m. Rexburg is a small community that consists of a large population of BYUIdahos student body and some well established local residents. If Nielsens is able to tap into the student body, it would be the best way to increase their customer base and bring more business to its establishment.

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Situation Analysis
Company Nielsens Frozen Custard Strengths Unique/original menu: creamy, thick, rich frozen custard; grinders; soda flavors One of two places in Rexburg that offer frozen custard Big/accommodating TV Flavor of the day. Weaknesses Only three flavors of frozen custard New/unknown in Rexburg Poor publicity Viewed as more expensive than some places Opportunities Threats So many choices in Rexburg for ice-creamlike things. Close to other restaurants.

Great location: in front of Porter Park and on a main street. Frozen Custard and grinders are different from all of the burgers and ice cream places. Widely known (chain).

Kiwi Loco (Frozen Yogurt) Gs Dairy (Ice cream) DQ (softserve)

Great discounts Many flavors Friendly/personal management Ton of choices Special Holy cow platter Has other dairy items Well known Food and ice cream options Promotional items Mixture choices

Expensive (without discounts)

Poor location Not ideal for hanging out Fast food name

Coldstone (Ice cream) Sammys (shakes)

Expensive Poor seating Expensive Small Portions

Unique pie shake Fun atmosphere

Twizzle Berry (Frozen Yogurt) Millhollow (Frozen Yogurt)

Free Kinect inside

Expensive

Considering all of the choices in Rexburg for frozen treats, it will be wise for Nielsens to take a look at the competition and act accordingly. Looking at some of the strengths of their competitors, Nielsens will have to rise to meet and exceed those through things such as promotions and publicity in the Rexburg area.

It has been in Rexburg for a long time

Poor location Costs more

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Objectives
The best way for Nielsens to reach the student body and the public would be to increase its advertising and improve its social media. It could improve advertising by placing ads in the local papers, especially in the campus paper, the Scroll. That is one place that its advertising would hit a large amount of the student body and locals within the community. We will initiate this plan in September of 2011 and will continually update them regularly. Focusing on increasing Nielsens entire social media would really help reach many more potential customers. One way that it could increase its business is by creating a website for the local Nielsens Frozen Custard. Nielsens could create a Facebook page and even a Twitter account in which would allow customers to have easy access to promotions and discounts. We will initiate these social media plans by September of 2011 and will update them regularly. Nielsens Frozen Custards has such an opportunity to grow. As a public relations team we want Nielsens Frozen Custards to be the hot spot, the rich custard that takes everybody off their feet and ultimately a successful enterprise. While initiating these plans we will focus on: We would like to give Nielsens Frozen Custards a better online presence as

well as general publicity around Rexburg. We want to emphasize the fact that frozen custard is distinct and unique:

creamier, thicker, and richer (all around more awesome) than ice cream and frozen yogurt. We want to emphasize the fact that Neilsens Frozen Custards isnt just an ice

cream joint but they also have good (and again, unique) food (grinders, burgers, soda).

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Target Audience
Potential Audiences/ Publics Out of Towners Those visiting from out of town who have a previous knowledge of Nielsens Frozen Custard will be more likely to go there rather than any other place here in Rexburg. True they are not as well known as businesses such as Cold Stone and Dairy Queen, but those who are familiar make it a preferred stop. It seems that there are not tons of visitors in Rexburg throughout the year but there are those who are dating long distance who have frequent visits, parents of students who help their children move in and out in the beginning and end of semesters and friends of current students who come up for weekends.

Primary BYU-I Student Body

BYU-I students are not the only residents of this town, but they do make up a huge part of the population. Since there are other options to choose from, it would be wise for Nielsens to capitalize on marketing towards BYU-I students. They are the best way to get the word out about this place. They consist of single men and women and married men and women. If they attract someone while they are single, they will keep their interest in to their married years and will eventually attract that persons future family.

Secondary Local Families

Local families make up the rest of Rexburgs population. Some of these families have been residents of this town for many of years and others are current residents due to their past attendance of BYU-I. These families are in town year round, unlike the college students, so attracting them would be wise due to year-round sales.

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Campaign Strategies
Research -Survey Advertising -Posters -Coupons -Newspaper articles/ads -Flyers -Internet ads Social Media -Facebook page -Website -Text discounts Research We want to survey the community to discover what they know about Nielsens Frozen Custard. We will create a survey and put it in the local and campus papers for people in the community to do. We are going to make an incentive for them to do the survey by giving them a free scoop of frozen custard if they bring in their completed survey to Nielsens. Advertising We want to improve awareness of Nielsens in the community. We have a few different advertising techniques in-order-to accomplish this goal. We are planning on making posters to hang up in the store windows and places around town in-order-to bring in more clients. We are also on planning on putting articles and ads in the local papers with coupons in them so that people want to go in to the shop. We also want to put ads up on the internet so people in the surrounding areas are also aware of Nielsens. Social Media Nielsens in Rexburg is really lacking in the social media department so we thought it would be a good idea to boost their presence in different social media circles. We first want to create a website for the Rexburg location so people can go on and get more specific information about what is going on, not at all Nielsens, but just in our community. We also want to create a Facebook and Twitter account for them so that younger generations can follow what is happening in the shop. Lastly we want to begin doing text discounts. We feel that other local businesses have had much success with this and think that it would be a good idea for Nielsens to rake advantage of it as well. Budget
Print costs -Posters................................ $150 -Flyer.................................... $150 Newspaper Advertising -Local papers....................... $130/week -Scroll................................... Research -Survey................................. $200 Online Services -Website............................... $50/year -Google ads......................... $10 minimum Total......... ........................... $690

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Research
1. Check all that apply o Single o Married o Married with children o BYU-Idaho Student o High School Student o Rexburg Local 2. Have you heard of Nielsens Frozen Custard in Rexburg? 3. Where did you hear about them? o Friend o Other location o Online o School o Newspaper o Other______________ 4. If you have come to Nielsens before, did you come for custard or for food? o Custard. I was not aware that they had food at first. o Custard. Though I am aware they have food. o I came just for food o I came for food and custard o I have not been to Nielsens. But I know they have food. o I have not been to Nielsons. I didnt know they had food. 5. Have you ever had frozen custard previous to Nielsens? If yes, do you prefer it to ice cream? Yes No Yes No Yes No

6. Do you know the difference between frozen custard and ice cream/frozen yogurt? Yes No Bring this survey in to try a free scoop of frozen custard!

We are conducting a survey to see where Neilsens stands in the community. We want to see what improvements can be made and see the perspective from the consumer. We will conduct the same survey after one year to evaluate the progress.

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Strategies and Tactics

1. Target: Students and locals a. Objective: Create an online presence i. Strategy: Get more visible to those who use the internet 1. Tactics: Facebook/Twitter page and promotions, 2. Website, 3. Facebook/Google ads 4. Texting deals b. Objective: Increase publicity in Rexburg i. Strategy: Get Nielsens name out to the public 1. Tactics: Host/presence at local events, 2. Standard Journal/Scroll ads and coupons 3. Advertise flavor of the day in the restaurant window 2. Target: Visitors a. Objective: Increase publicity to Visitors: i. Strategy: Entice those visiting Rexburg to chose Nielsens 1. Tactics: Be aware of major events/holidays when visitors will be in Rexburg 2. Be visible through street/window signs, 3. Be visible with coupons/advertisements in locations where visitors might be, depending on the occasion 3. Target: Local families a. Objective: Increase understanding that it also serves good, unique food i. Strategy: Get the public to try the food 1. Use buy custard, get food free (or visa versa) deals to get people to discover how good the food is 2. Advertise uniqueness of grinders and mini-burgers Evaluation: Track through Google analytics and use of coupons and promotions.

4. Target: Locals and students a. Objective: Separation/distinction of frozen custard from ice cream i. Strategy: Give opportunities for customers to experience the difference 1. Tactics: Free samples at restaurant, parks, and local events, 2. Have a day of discounted frozen custard combined with 3. Advertisements conveying the creamier, richer, and tastier frozen treat- find out for yourself Evaluation: Survey customers before and after promotions.

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Calendar of Events
The calendar will be organized on a semester basis in order to give students of various tracks a well understanding of the events that will be taking place. Fall Social Media (September 8, 2011) Get a Facebook, Twitter and Nielsens web page running o Here customers would find out about discounts, events and promotions Welcome Back Event (September 16, 2011) Event will be announced on websites as well as in ads in the local papers and Scroll Host a dance to welcome students back to school with contests featuring local artist performance Nielsens will give free custard giveaways to winners or contests Nielsens will also offer discounts on other items (burgers, grinders, sodas) Boogy Night (October 31, 2011) Dance at Nielsens to boogy the night away Best Halloween costume receives gift card to Nielsens Nielsens will give samples of custard as their treats Presents Galore (December 16, 2011) Christmas present drive Christmas lists from children at the City of Refuge Gifts brought in by customers will be traded for free custard Winter Welcome Back Event (January 13, 2012) Event will be announced on websites as well as in ads in the local papers and Scroll Host a dance to welcome students back to school with contests Feature local artist performances Nielsens will give free custard giveaways to winners or contests Nielsen will also offer discounts on other items (burgers, grinders, sodas) Stay Warm, HERE (February 24, 2012) Free custard samples Music and relax environment during midterms Summer Welcome Back Event (April 27, 2012) Event will be announced on websites as well as in ads in the local papers and Scroll Host a dance to welcome students back to school with contests Feature local artist performances Nielsens will give free custard giveaways to winners or contests Nielsens will also offer discounts on other items (burgers, grinders, sodas) Charity Run (June 15, 2012) Organize a 5k run/walk Money will be given by participants, Nielsens and other local businesses All money earned will go to City of Refuge (homeless shelter in Idaho Falls)

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