Public Relations Plan

Shake Out
Table of Contents
Executive Summary........................................................1
Background.....................................................................3
Situation Analysis...........................................................4
SWOT Analysis...............................................................5
Research...........................................................................7
Survey Questions............................................................8
Objectives & Goals.........................................................9
Audience........................................................................10
Strategies & Tactics.......................................................11
Time Chart....................................................................15
Budget............................................................................17
Evaluation......................................................................19
1
Executive Summary
Te central purposes of this campaign will be to increase sales through creating a stronger online
presence and developing promotional partnerships within the Rexburg community. Tis plan will run for a
fve month time frame beginning August 1, 2014 and ending December 31, 2014. In addition to the imple-
mentation of new strategies, this plan will take and enhance those tactics Shake Out is currently doing, so
as to better reach their target audience.
Te primary audience of this campaign are those BYU - Idaho students who physically live closest
to Shake Out. Tis includes students who live on or near the two streets that run adjacent to Shake Out, 1st
W. and 4th S. Te rationale for this focus stems from Shake Outs close geographical location to campus as
well as its strong pre-existing college student consumer base.
Te secondary audience within this campaign will focus on BYU - Idaho students who live on the
north and east sides of campus. Tis includes students living on 2nd S. and 2nd E. Tese students are less
aware of Shake Outs location and the quality food it ofers because they are geographically further away
from Shake Out.
Te frst two target audiences will be primarily reached through social media tactics and promo-
tions. Currently, the majority of Shake Outs likes on Facebook come from individuals aged 18-24. Also,
college students have an increased desire for promotional items.
2
Executive Summary
Te tertiary audience focused on throughout this plan will be young men and women ages 15-18,
specifcally those in attendance at Madison High School. Trough strategic partnerships with Madison
High School, Shake Out will strive to increase sales and awareness among the high school students. Tis
audience also includes Rexburg families of whom high school students will be one of the most infuential
mediums of accessing.
Te budget determined for this public relations plan is $500 a month which in total is $3000
throughout the entire fve month campaign. Tis includes costs associated with advertising, events, pro-
motions and all other methods of communication. Evaluation during and at the conclusion of the cam-
paign will play a key role in determining its overall efectiveness.
3
Background
Shake Out is a fast food restaurant which began in Kimberly, Idaho in the 1960s. In 1970 a man
named Byrd purchased the establishment and moved its location to Twin Falls, Idaho. Bryd changed the
companys name to Bs Shake Out. During this time the restaurant was a walk-up only restaurant. Tis all
changed one day as something slid of from a passing truck and went through the front of the building.
Upon remodeling, a small lobby for customers was added to the new building.
Afer the 1970s Shake Out had many diferent owners. Te Shake Out name was retained and in
2006 the Water family bought the restaurant to give their kids some good work experience. Looking to add
an additional location, the Waters opened a Rexburg Shake Out in June 2012.
Shake Out is best known for its large variety of shakes. Te restaurant has over 50 favors to choose
from. Tese over-the-top shakes were frst started at Bs Shake Out in the 1970s. Breakfast items are avail-
able all day at the Rexburg location and both this and the restaurant in Twin Falls ofer a menu for kids
meals. Today Shake Out is a popular hangout for BYU - Idaho students in Rexburg and an old family tradi-
tion for those loyal customers in Twin Falls.
Background
4
Situation Analysis
Shake Out has now been in Rexburg for a little over two years. An adequate presence has been
established among BYU - Idaho students who comprise the majority of Shake Outs revenue. However,
there are still many students who are unaware of Shake Out despite its prominent location. Local Rexburg
residents are also less aware of Shake Out and are more apt to rely on other fast food competitors. Online
marketing is being used by the restaurant but can be improved for increased efectiveness.
Competitive Analysis:
Top competitors include: McDonalds, Dairy Queen, Arctic Circle, BYU - Idaho Crossroads, Coldstone,
Scoops, Nielsens, Kiwi Loco, Te Soda Vine
5
SWOT Analysis
Strengths:
Good location for college students
Loyal BYU - Idaho student customers
Fun college atmosphere
Friendly employees
Weaknesses:
Bad location for local consumers
Locals perceive Shake Out solely as a college hangout
Limited online presence
Multiple complaints/reviews for slow service
Limited customer parking
6
SWOT Analysis
Opportunities:
Become more available to the local population
Increased advertising within the community and among students
Increased online/social media presence
Increased community involvement and awareness
Treats:
Lower-priced competitors
BYU-Idaho Crossroads Food Court/Chick-Fil-A arriving in Fall Semester 2014
Construction limits trafc fow
Te majority of students are gone during the seven week summer break
7
Research
A survey will be given to customers at the end of each month during the campaign. Te purpose
of this survey would be to measure customer demographic and how each demographic became aware
of Shake Out. It will, also, reveal which advertising is reaching which audience along with which tactic
brought each customer into Shake Out. Tis survey will be distributed to customers at the end of every
month to evaluate campaign success and areas of improvement. To encourage customers to fll out a sur-
vey, each month a random survey will be chosen for a chance to win a free shake.
8
Research Survey Questions
Please take this survey for a chance to win a free shake.
Phone Number:
Circle your answers.
1. Age:
15-17 18-24 25-30 31-older
2. Gender:
Male Female
3. How did you hear about Shake Out?
Saw building
From a friend
Te Scroll Newspaper
Madison High School
Paramount Twins
Other
4. Household:
(Circle all that apply)
Single BYU - Idaho student
Married BYU - Idaho student
Nonstudent
Has children under the age of 18 who currently live with you
5. Why did you come to Shake Out?
(Circle all that apply)
To buy a shake
To buy food
For the live music concert
To pick up a prize won from Facebook
To get a 10% discount from liking Shake Outs Facebook page
6. Which social media site do you use the most?
Facebook
Twitter
Instagram
Google +
7. If anything, what could Shake Out improve on?
9
Objectives & Goals
Increase Sales
Increase sales by 10%.
Increase Online Presence
Double Facebook likes to reach 700 likes, and increase Facebook visits to 100 visits.
Create and manage a Shake Out twitter page which would be congruent with any Facebook posts.
Increase Community Advertising
Develop advertising relationships with fve other entities.
Objectives & Goals
10
Audience
Primary Audience:
Single BYU - Idaho students who live within close proximity of Shake Out
Tis is the current demographic of the majority of Shake Out customers. Reaching out to more students
in this location has the greatest opportunity for success.
Secondary Audience:
Single BYU-Idaho students that live on the north and east sides of campus
Because the atmospheres of Shake Out targets individuals aged 18-24, we want to reach as much of that
demographic as possible. However, students on the north and east sides of campus are less likely to be
aware of Shake Out because it is not in their direct vision.
Tertiary Audience:
Young men and women ages 15-18 who attend Madison High School. Also included within this audience are
any other local Rexburg residents.
Since students are constantly changing every four months, creating loyal community customers will in-
crease sales during school breaks and holidays.
11
Strategies &
Tactics
Print Media Marketing
Ad placement within the BYU - Idaho Scroll newspaper
News releases for events and community partnerships that will be sent to the Rexburg Standard Journal
Submit feature stories to the Rexburg Magazine
Facebook
Update Facebook page with provided photos
Promotions
Facebook/twitter - Post one time per week in addition to regular ongoing promotions
Facebook: Week 1 - Post the Share for a Chance to a Win photo
-Shake Out will post the photo with the Share For a Chance to Win.
-At the end of week two check all of the shares and randomly select a winner. Notify this winner
via Facebook message
Facebook: Week 2: Post the LIKE and SHARE our Page for a chance to win a FREE SHAKE photo
-Participants would have to Like and Share Shake Outs Facebook page in order to enter the
drawing
-At the end of week three check all of the shares and randomly select a winner.
Strategies &
Tactics
12
Facebook Page Example Facebook Post Week 1
Facebook Post Week 2
Examples
13
Creating Relationships with Community Entities
Week 3: Facebook shout out promoting one of Shake Outs fve community partners
Develop advertising relationships with fve community partners: Madison High School, Rexburg Dealio,
Standard Journal, Scroll, Paramount 5
1. Madison High School: Sponsor local football teams. Have Shake Out banners placed at each of
the home games. FB shout out example: Check out Madison Highs Football Game Friday!
2. Rexburg Dealio: Pay for advertising so that students who have subscribed to the Dealio will
receive texts promoting Shake Out
3. Standard Journal: Send out news releases/media alerts about newsworthy events
4. Scroll: Purchase ad space in order to market to student body
5. Paramount 5: Teater ad space
Events
First Friday of every month host a local band
Have employees post on BYU-Idaho bulletin board and craigslist.com to fnd bands
Facebook: Week 4 - Post band fier on Facebook
Print 1 poster and 300 fiers for the band at the beginning of week 2 on the previous month
Strategies &
Tactics Cont...
14
Example
Strategies &
Tactics Cont...
15
Time Chart
Campaign run time: August 1, 2014 - December 31, 2014
August 1-31
Week 1 - FB: Share for a chance to win
Week 2 - FB: LIKE & SHARE for a chance to win, Print poster and fiers for concert
Week 3 - FB: Partnership Shout out: Madison High School
Week 4 - FB: Local band promotion

September 1-30
Week 1 - FB: Share for a chance to win
Week 2 - FB: LIKE & SHARE for a chance to win, Print poster and fiers for concert
Week 3 - FB: Partnership Shout out: Te Scroll
Week 4 - FB: Local band promotion
October 1-31
Week 1 - FB: Share for a chance to win
Week 2 - FB: LIKE & SHARE for a chance to win, Print poster and fiers for concert
Week 3 - FB: Partnership Shout out: Rexburg Standard Journal
Week 4 - FB: Local band promotion
16
November 1-30
Week 1 - FB: Share for a chance to win
Week 2 - FB: LIKE & SHARE for a chance to win, Print poster and fiers for concert
Week 3 - FB: Partnership Shout out: Rexburg Dealio
Week 4 - FB: Local band promotion
December 1-30
Week 1 - FB: Share for a chance to win
Week 2 - FB: LIKE & SHARE for a chance to win, Print poster and fiers for concert
Week 3 - FB: Partnership Shout out: Fatcats
Week 4 - FB: Local band promotion
August 1-31
Contact Madison High School and ask for opportunities to sponsor high school teams.
Also, fnd bands using BYU-I bulletin board and craigslist.com. Purchase display easel for poster signs.
17
Budget
Fliers for Rexburg Jam Event
400 fiers 4 per sheet at $.06 per sheet
1 Month: $6.00
5 Months: $30

Cardboard Poster
1 Poster
1 Month: $2.00
5 Months: $10.00
Local Band Fees
1 Month: $50
5 Months: $250

Scroll Ad Space
1 Month: $100
5 Months: $500

18
Paramount 5
1 Month: $100
$500

Madison High School Team Sponsorship
1 Month: $100
5 Months: $500
3 Shakes For Contests
1 Month: $12
5 Months: $36

Easel
1 Month: $20
Total:
1 Month: $390
5 Months: $1950
19
Evaluation
Te evaluation process will take place during and at the conclusion of the campaign. At the end of
each month, sales statistics will be analyzed to see whether or not there was an increase from the previ-
ous month. Last years results will also be compared for the same months.
Surveys will be redistributed at the end of each month to determine improvement of public
awareness and campaign efectiveness.
20
For any questions please contact:
Alex Phippen
801.808.1379
amphipp@gmail.com
Meeshell Jewell
661.623.6019
meeshell.danielle@gmail.com
Shake Out