PR Plan Jesse Kempler Comm 335

Skeeters Famous Dawgs PR Plan

Situation

Skeeters Famous Dawgs recently opened in Rexburg, Idaho in February 2013. The new gourmet hot dog shop brings student of BYU-Idaho another great option for dates that wont break their wallet. Skeeters offers students a variety of hot dog options as well as a creative hang out environment. The shop is uniquely designed with big city decals, flat screen TVs, and ping pong tables. Despite the efforts, Skeeters has not reached the customer potential that it desperately needs. Under joint ownership and conveniently located exactly next door, Kiwi Loco (Frozen Yogurt) operates as an older sister. Having been operating as part of a successful chain for over two years, Kiwi Loco is well known and draws in a regular crowd. During summer months Kiwi Loco offers a hip place to cool down. Students come in groups and dates and stay until closing time at 12:00 a.m. During the peak of performance, summer sales months skyrocket passed $100,000 dollars. With such a successful sister exactly next door, the Skeeters audience awareness and sales curve has the potential to be reduced dramatically. Advertising for Skeeters through its already successful sister Kiwi Loco will raise audience awareness, promote word of mouth communication, and most importantly increase sales. The longer it takes to get students into the doors of Skeeters, the more money is lost. Increasing sales to match or at least shadow that of Kiwi Loco is a need that simply cannot be overlooked. Because of joint ownership, these goals can be reached before the summers end, but action must start now.

Objectives

This PR plan includes both objectives to spread information as well as objectives to gain action. The combination of the two will give Skeeters the greatest results. Informational To generate awareness (through word of mouth) that a new resturaunt is available in Rexburg To inform customers that Skeeters and Kiwi Loco are under joint ownership

Motivational To increase the traffic and sales at Skeeters

Audience

Based on the location, the primary target audience will be students at BYU-Idaho. Although the student population may not be big spenders, the sheer volume of students will be a main source of income. It is estimated that BYU-Idaho currently enrolls just under 15,000 students. Being less than one block away from campus, Kiwi Loco hosts a large number of students every day and night. Students often find themselves ordering yogurt to their homes, taking it to go, or eating outside because there simply isnt enough room in the store. Promotion of Skeeters through Kiwi Loco wont take customers away from Kiwi Loco, but simply provide another place for the overflow of customers to spend their time and money. Rexburg is also a community of lifelong and multigenerational families. The volume of students will be ever present, but these students will not be lifelong customers. Families will be consistent customers over the years, and as such are our secondary audience. A large percent of students at BYU-Idaho are locals and have potential to influence their families. Regular attendance of these families will be a significant source of income, and so the store will maintain an atmosphere that can be enjoyed by these two audiences simultaneously. Music, atmosphere, and events must be appealing and comfortable for both audiences.

Strategy

The primary strategy will be to increase awareness of Skeeters as an option comparable in price and dynamic with Kiwi Loco. Getting students aware of Skeeters is great, but ultimately we want them to be aware of the product. In order not to take away from Kiwi Loco, discounts joining the two as a complete experience can and will be made. For example, students can come get food at Skeeters and then go to Kiwi Loco for dessert. This strategy will ultimately give students a reason to spend more money while raising awareness of the new restaurant. A secondary strategy will be to spread word of mouth communication. This communication between students and in the community will be vital for Skeeters success. If we can draw students in with new semester deals, special events, or by providing a hip spot to hang out, then word of mouth communication will spread like wildfire.

Tactics

The following adjustments will be made to optimize success as soon as possible. Put a window in the wall between the two stores by the cash registers. Enhance signs between stores that offer customers to move and visit within. Posters in store suggesting partnership between Kiwi Loco and Skeeters. Spring semester kickoff party and promotion. Intro to Skeeters with moving mouths from owners. Mid semester party

Calendar

Activity Install Window Sign Enhancement Posters Intro to Skeeters (New Media) Spring Kickoff Party Mid Semester Party

Date April 15-17 April 17-19 April 22 (One every month) April 22 April 26 June 7

Responsibility Colin Dewsnup Scotty Renner Intern(s) Jesse Kempler Store Staff Store Staff

Budget

Staff Time: Beyond regular staff time, additional staff time is estimated to cost $7.50 per hour for the following hours: Spring kickoff party: 25 hours or $188. Mid semester party: 25 hours or $188.

Out of Pocket: Expenses in this category will require some skills already had by staff and ownership, and are as follows: New window: 5 hours by owner. Sign enhancement: 5 hours as part of regular hours. Posters: done by intern no charge. New Media Intro: 5 hours paid internship or $40. Total expenses for a semester of crucial awareness bring us to a total of $415 for the semester.

Evaluation

An evaluation will be held at the mid semester party to see if increased awareness has increased sales directly. Adjustments will be made and another evaluation will be made at the end of the semester. Graphs will be outlined showing the correlation between dollars paid out for the campaign and increase of dollars as months carry on. By the end of spring semester, Skeeters should be up and running strong for fall. This semester long campaign will then be adjusted and repeated as seems fit by the owners based on its performance.

For Immediate Release April 8, 2013

Jesse Kempler Public Relations Specialist Cell: 661.247.3310 Email: kem10005@byui.edu

Media Advisory
Its Not Complicated. Skeeters Famous Dawgs and Kiwi Loco hit it Off for Spring Semester.

Under joint ownership, Skeeters Famous Dawgs and Kiwi Loco have made some drastic changes to increase relations between stores. Remodeling, redesign, and new promotional deals on Rexburgs greatest food spot just got better. Dont miss out on the spring semesters new look.

Who: In two weeks, students and community members of Rexburg Idaho will welcome in a new semester. Consequently Skeeters Famous Dawgs will be hosting a springtime kickoff party. What: New changes will have been made to improve relations between Skeeters Famous Dawgs and its partner and sister company Kiwi Loco. A new window connecting the stores, hanging signs with bi-promotional benefits, and two way deals on food will start with the new semester. This dual hot spot is sure to draw in the masses of BYU-Idaho Students. When: April 26th, 2013. 12 p.m. to 7 p.m. Where: Skeeters Famous Dawgs & Kiwi Loco. 160 W 2nd S Rexburg, ID 83441

Media are invited to attend the spring semesters kickoff party. Opportunities to see the improvements as well as capture the ping pong tournament start at 5 p.m. After the tournament the owners will be available for interview questions. Please join us.

For Immediate Release April 8, 2013

Jesse Kempler Public Relations Specialist Cell: 661.247.3310 Email: kem10005@byui.edu

Prepare yourself to be amazed at the joint ownership and remodeling of both Skeeters Famous Dawgs and Kiwi Loco as they redefine fun for students at BYU-Idaho
Join the fun during the spring semesters kickoff party April 26 th, 2013

Rexburg, Id Starting April 26, 2013 Skeeters Famous Dawgs and Kiwi Loco will update their relationship status. Its not complicated; under joint ownership the two stores were bound to make some adjustments to come together. The spring semesters kickoff party is just the beginning of how the two stores redefine hip in Rexburg. For two years now, Kiwi Loco has been drawing in masses of students. Young adults attending BYU-Idaho are drawn into this literally cool store for treats and social activities. Like other hot spots in Rexburg like Sammys Famous Pie Shakes and The Cocoa Bean, Kiwi Loco offers one of the best spots to go on dates or socialize with friends. Now with Skeeters Famous Dawgs exactly next door, this already great party seems to have just gotten a lot better. Skeeters Famous Dawgs came on the scene in February 2012, bringing a warm change to the frozen students of Rexburg. This new restaurant designed to bring real Chicago beef dawgs offered not only great food, but a great place to be as well. Skeeters brings a sparkling change to the restaurant scene with brand new booths, ipads and flat screen TVs, and even ping pong tables. With the new dawg in town, it seemed things couldnt get better until big sister Kiwi Loco made some huge changes. No more will the question Is Skeeters and Kiwi Loco connected? be asked. Look through the five foot long window between the stores and youll see exactly whats going down on the other side. Then follow the signs and walk through the door at the end of the two stores to get to the other side. As if these public signs of affection between the two stores werent enough, youll get a kick out of the menu deal. After a delicious dawg, its only right that you come on over and get your deal on dessert.

Join us for the spring semesters kickoff party where youll get the best prices on dawgs all semester long. Come see the new improvements and even play your hand in the ping pong tournament. If youre good enough, you could even win a free meal every week for the rest of the semester. See you in two weeks!

For Immediate Release April 8, 2013

Jesse Kempler Public Relations Specialist Cell: 661.247.3310 Email: kem10005@byui.edu

Fact Sheet
Spring Semester Kickoff Party April 26, 2013 12 p.m. to 7 p.m. Skeeters Famous Dawgs & Kiwi Loco Frozen Yogurt Completely remodeled under joint ownership Window, signs, poster, hallway, and deals connecting the two stores Designed to raise awareness and increase sales Expected attendance over 300 throughout the day Owners present and available for interviews at 5 p.m.

History April 8, 2013

Jesse Kempler Public Relations Specialist Cell: 661.247.3310 Email: kem10005@byui.edu

Backgrounder

Skeeters Famous Dawgs brought students of Rexburg Idaho a new option for dates and fun near the university of BYU-Idaho early this winter. Since then events and parties have been a hit making Skeeters a new hip spot in the cool Rexburg scene. Given its location exactly next door to its very successful sister company Kiwi Loco, the joint owners have decided to make some changes to make the two stores pick up and increase the success of the others. Kiwi Loco already established and bringing masses of students during the summer months has been remodeled to shoot excess traffic over to Skeeters Famous Dawgs. The new Dawg shop offers students a new option for food and dates near campus. With the new changes including connecting doors, windows, signs, posters, and deals on food the two stores will drive each others success up dramatically. The learning curve for the little brother Skeeters will be reduced and are estimated to spike sales up with leading restaurants in the community. The new look all starts April 26, 2013 at the spring semesters kickoff party.

Happening Soon April 8, 2013

Jesse Kempler Public Relations Specialist Cell: 661.247.3310 Email: kem10005@byui.edu

Pitch
In two weeks Skeeters Famous Dawgs and Kiwi Loco will redefine what a relationship is for BYU-I students in Rexburg. The two stores under joint ownership have remodeled with new windows between stores, signs to the connecting hallway, and new menu deals. Finally a relationship thats not complicated. Join us for the spring semesters kickoff party April 26, 2013. Come see or even compete in the ping pong tournament and join in for interviews with the owners at 5 p.m. Hope to see you there!

Survey April 8, 2013

Jesse Kempler Public Relations Specialist Cell: 661.247.3310 Email: kem10005@byui.edu

Survey

Prior to the spring semesters kickoff party, did you know there that Skeeters and Kiwi Loco were connected? How would you rate your overall experience at the spring semesters kickoff party on a scale from 1-10? What did you enjoy? What could be improved?