Table of Conents

Executive 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 Summary
Since 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, hasnt changed much at all - its time for a transformation.
This campaign is directed at BYU-Idaho students. In past years, they havent 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 yers 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 of 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.
2
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 diferent 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.
Research
Summer 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 posters
around campus. Various social media outlets and yers 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-ve 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
4
Target Audience
Our 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 Caf, I-Cover, and
BYU-Is Got Talent. These groups have already shown interest in performance related
activities.
Goals & Objectives
The 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 eforts 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%
6
Strategies & Tactics
Objective 1: Establish social media presence (Facebook, Twitter, Blog) and grow it by 200% by
the end of the semester
Strategy 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 posts
Color in Motion 5k
Rexburg! 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 & Tactics
Kick-Of Event
Rexburg knows how to kick of an event. Thank you to those who welcomed the dancers for
International Summerfest. Lets keep up the energy!
Include a photo from the Kick-Of.
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.
Todays International Street Festival was fantastic! The international dancers put on amazing
performances and interacted with those who attended. We cant wait to see what they have
in store for us at the gala performances!
Include photos from the Street Festival.

Tweets
Color In Motion
Kick up your running shoes and meet us at #RexburgColorRun Sat 7/16
67 characters
Kick Of Event
Lets get this party started! #Summerfest Kick-of Mon 7/8
58 characters
Humanitarian Project
Team up with our dancers to help orphanages in Ecuador and Africa Wed 7/10 #Summerfest
86 characters
Gala Performance
Its the main event! #Summerfest Gala dance performances Fri 7/12-Sat 7/13
74 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
8
Strategies & Tactics
Matinee
The matinee #Summerfest performance is perfect for the family! 7/11 2-3:30 p.m.
79 characters
Matinee
Come enjoy international dance performances the Performing Arts Center @ MHS!
#Summerfest
89 characters
Dancing Under the Stars
#Rexburg Date night #Summerfest Dancing Under the Stars: Sat 7/13
89 characters
Festival in Smith Park
There 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 efciently 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 nish in Porter
Park as a masterpiece comparable to Van Goghs genius. Immediately following the 5k, an
after 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 wearing
white; 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 code
SUMMERFEST. Sign up today to reserve your spot in the most colorful race in Eastern Idaho!
Kick-Of Event
Date: July 8 at 7 p.m.
Location: Madison Jr. High Football Stadium
Strategies & Tactics
The Rexburg Chamber of Commerce invites you to begin the 2013 Idaho International
Summerfest by attending the highly anticipated Kick-Of Event! This will be the event of a
lifetime -- 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 Project
Date: 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 Parade
Date: 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
of fancy footwork in the streets, and its 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 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 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 Dance
Date: 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 the
Black Light Dance! Meet the dancers from the international teams and show of 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!
10
Strategies & Tactics
Objective 2: Have 200 or more students attend per ticketed event
Strategy 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 Offce
Location: MC 191
Phone: 208.496.3122
Contact student activities to obtain list of approved music for dance of.
Student Activities Ofce
Location: MC 101 (across from the University Store)
Ofce 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 of. The audience will determine the winner of the dance of. A
Summerfest t-shirt and or free ticket will be given to winner.
After the dance competition PRSSA members will pass out Summerfest yers 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 Beneld, 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 & Tactics
Strategy 3: Hand out yers to BYU-Idaho students to promote individual Summerfest events

Tactics
Flyers will be approved by Donna Beneld.
Print 2000 8.5x11 colored sheets (four iers per sheet), totalling 8000 yers.
2000 of the printed iers will be distributed at a booth in the Manwaring Center.
4000 of the printed iers will be distributed at student housing.
2000 iers will be delivered to local businesses that students tend to frequent (i.e.
Sammys, Paramount 5, Fat Cats)
Strategy 4: Consistent Facebook prole and cover photo to reect social media promotions
Tactics
Selection of prole and cover photos will be approved by Donna Beneld.
Graphics on Summerfests Facebook page will be constantly updated to reect current
promotions made on all social media networks and web media.

J u l y 8 - 1 3
12
Strategies & Tactics
Strategy 5: Sell t-shirts at Summerfest events to turn a prot 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.
Budget
Brigham Young University-Idaho Copy Spot and University Press
8.5X11 sheet of color paper: $0.50
8.5X11 sheet of black and white paper: $0.04
11X17 colored poster: $1.00

Alphagraphics
8.5X11 sheet of color paper: $.49
11X17 colored poster: $1.35
Wholesale Pricing
2,000 8.5X11: $26
130 11X17 colored posters: $79

Kettle Embroidery
(208) 656-9993
28 N 2nd East, Rexburg, ID 83440
Hours: Monday thru Friday, 8am - 5:30pm, closed Saturday & Sunday
Specic 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) 357-4801
240 E 3000 N, Rexburg, ID 83440
shirts4ewe.com
Email: 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 $6.39
One Color Two sides (ea): Call $14.72 $11.30 $9.89 $8.40 $8.08
Two Color One side (ea): $19.93 $13.37 $9.48 $8.31 $7.14 $6.86
Two Color Two sides (ea): Call Call $14.24 $11.90 $9.57 $9.00
Three Color One side (ea): Call $16.18 $10.95 $9.34 $7.72 $7.26
Three Color Two sides (ea): Call Call $17.19 $13.96 $10.74 $9.81
Four Color One side (ea): Call $18.97 $12.35 $10.33 $8.31 $7.75
Four Color Two sides (ea): Call Call Call $15.96 $11.90 $10.79
American Screen and Print
(208) 356-3443
24 W 1st South
Rexburg, ID 83440
Specic 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
Budget
T-shirts: 300 X $7.75 = $2,325
2,000 8.5X11: $26
130 11X17 colored posters: $79
4 Ticket Give-A-Ways: $40.00
5 T-shirt Give-A-Ways: $38.75
Total: $2,508.75
April
Monday 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 Beneld
Monday 29th | Obtain approval on posters from Kirk Rawlins in University Communications
Monday 29th | New Facebook images should be uploaded
May
Saturday 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 yers will be printed, for a total of 8,000 yers.
June
Saturday 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 iers
to spectators.
Wednesday 15th | Print 130 posters at Alphagraphics, located next to the bowling alley in the
Manwaring Center.
Wednesday 22nd | Deliver 4,000 iers to student apartments
Wednesday 22nd | Deliver 2,000 iers 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 University
Communication to be stamped.
Wednesday 23rd | Hang up approved poster in each building on campus.
July
Monday 8th | Manage booth at Kick-of event selling Summerfest T-shirts
Contact Information
Donna Beneld - Rexburg Chamber of Commerce
208.403.2101
donna@rexcc.com
Kirk Rawlins - University Communications
208.496.2030
rawlinsk@byui.edu 14