Table of contents:

Topic: Page:
Team Bios 1
Executive Summary 2
Situation Analysis 3
Goals and objectives
4
Key messages 5
Target Audiences 6
Communication Vehicles
7
Strategies and tactics
8
Time Chart 9
Research Methods 10
Challenges 11
Budget 12
Evaluation Plan 13
Summary 14
Contacts 15
Miscellaneous 16
Rexburg Demographic Map 17
Press Release 18

Farmers Market Public Relations Campaign Pitch 2014

Public Relations Team Bios

Sara Ainscough

Born and raised in the Denver Colorado area, I am a

Visual Communicator who loves using my imagination
and creativity. Having a mother as a Dietitian, I have been
able to eat more fresh food than most. Knowing how much
nutrition and good food is important gives me a passion for
working with the Rexburg Farmers Market. Good food and
serving others in ones community can make a great positive
difference.

Derek Marcroft

Hello. My name is Derek Marcroft. Originally from Southern

California, I am one that never underestimates the relaxing
feeling one finds at the beach. Playing six years of football
has been a great journey that has carried over into my
efforts as a Communications student emphasizing in Public
Relations. The Farmers Market is something that I feel
greatly benefits the community in a way that increases unity.

Ryan Morgan

Executive Summary
The focus of our PR campaign is to help the Rexburg Community
to come together and support one another. The customers support
the vendors, the vendors support the market with their fresh and
local foods, and the market in turn supports local families in need
here in Rexburg through the Family Crisis center.
We are letting the community know through local advertising
in newspapers and radio as well as spreading fliers around the
city. Posters will be hung in local businesses and in public places
throughout Rexburg. The banner will continue to be hung across
Main Street.
By using our plan we will remind Rexburg that we, just like our
pioneer founders, can pull together and support our community
through the fresh, local foods of the farmers market and help those
in need through our local food bank.

I am am a Communications Major with an emphasis in

advertising. I love video editing and planning events. I have
been attending BYU-I for 2.5 years and have loved every
minute of it. I am an Air Force brat and have been moving
every two-four years. I am committed to family and the
community, wherever I might be living, and I love this project
just for that.

Nathan Hohsfield

I grew up in a small town in California with one of the biggest

farmers markets in the state. I know the power it can have
to bring a community together, and create an amazing
experience for everyone involved. It is my goal to bring that
same success and spirit to Rexburg.

Situation Analysis/Positioning
This is where you are.
S.W.O.T.
Strengths- Community driven
The Farmers Market is inherently a community driven project.
Without the community, it would not be possible.
Weaknesses- Awareness

Goals and Objectives

This is where you want to be.
Help feed the hungry in the local area through a partnership with the
Family Crisis Center.
Increase consumer awareness and attendance to the market.
Increase farmer/vendor awareness and participation with the market.

The more involved the community is, the better. It is here

that we have the greatest opportunity for growth- by raising
awareness in the community.
Opportunities- Advertising through the community
Included are what we have concluded to be the best ways to
advertise to our local community.
Threats- Broulims, other cheap, lower quality produce sellers.
You can taste the difference between our produce, and that of
our competitor. To overcome the difference in price, we need
to drive this fact home- we have higher quality food that tastes
better 100% of the time.

Key Messages
This is what you want everyone to know.
The produce is local- you know where it comes from.
The produce is fresh- it tastes better!
By buying from the farmers market, you are helping feed local
hungry families through the Family Crisis Center.

Target Audiences
This is who we are talking to.
Our main target audiences is the Rexburg population age 25 and
over.
According to a recent survey by Mediamark Reporter, this includes
7,612 people over the age of 25.

Communication Vehicles/
Marketing Plan

Strategies and Tactics

This is how we will talk to them.

Communication should reflect the
Locations to hang posters

Family Crisis Center Charity

This is what we will do.

Create a partnership with the Family Crisis Center and their
food bank.
The first day of the Farmers Market will be a Charity Week.
10% of all profits will go to the Family Crisis Center.
Family Crisis Center will have a booth for people to bring
Ad campaign/spreading the word.

local spirit, while being as effective

as possible.

Wal-Mart

Based on our data:

Hair we are

A newspaper ad would be read by

52,000 people, three times per week,
all through Madison County.

Jamba Juice

The banner over Main Street would

be seen by everyone. We suggest it
be updated to promote the charity
events.

Madison High School

Claire & dees

KISU-FM
Banner across Main Street

Posters in central locations such as

schools, Broulims, Wal-mart, and
parks would be visible to lots of
people.

Maverik (12 S. 2nd W)

Door Fliers in key locations

Maverik (200 E 1st N)

Internship

Rays

There are always students looking for internships to gain

professional experience. We would approach specifically those
students studying communications because they would generally
have advertising and public relations experience.

Door hangers or fliers would

be effective in the parts of the
community shown below:

Broulims
Madison Junior High School

Costa Vida
Fat Cats

Posters in key locations* throughout Rexburg

Radio Ads

Rue 21
Payless
Sallys Beauty Supply

Time Chart

Research Methods

This is when you do it.

Calendar of campaign:

This is why it will work

June 2014

5/ 12/ 19/ 26- Banner on

Main Street (continued)
Fliers
9- 1000 Fliers
Elementary school website
14-20- FREE Radio Ad
Banner on Main Street
30- 1000 Fliers
May 1st, 2015
July 2014
3/ 10/ 17/ 24/ 31- Banner on
Radio Public Service
Main Street (continued)
Announcement, make it free
12-18- FREE Radio Ad
Fliers round 2
August 2014
Posters go up
April 10th, 2015

April 2014
7- 1000 Fliers
12- 18- FREE Radio Ad
24- Hang up posters
28- 1000 items
May 2014

We have created a survey

that can be used to discover
important information about
your target audience. The
ideal method to acquire this
information would be by
surveying people in town.

As a start, however, this survey

was already emailed to students
at BYU-Idaho. Here is some of
the information we gathered:

50%

of people are more likely to

spend money if an organization is
associated with a charity.

7/ 14/ 21/ 28- Banner on

Main Street (continued)
9- 15- FREE Radio Ad

8/ 15/ 22/ 29- Banner on

Main Street
10-16 FREE Radio Ad
19- 1000 Fliers
40% of people in rexburg listen
to the radio.

70% take the time to recognize

the company and information
given out on door fliers.

10

Challenges

Budget

There are problems you will have to overcome.

The challenge of having the
market on Friday afternoon.
Friday may not be ideal, because
people tend to use their Friday
evenings for different things. To
overcome this, we recommend
moving the market to Thursdays.

Many people are under the

assumption that the Farmers
Market as more expensive.
To overcome this, we need to
show them that at the Farmers
Market you are paying for
freshly picked produce, were as
in major groceries stores you are
paying for food that has traveled
in unknown conditions.

This is how much it will cost.

Flyers & Rubberbands (5000)- $75
Donation booth- Free
Radio ad- KISU- Free radio spot
Banner over main street- needs to be sent to Idaho Falls to Print
Posters (20)- 11x17 - $20 ($1 per copy)
See contacts for our suggestions of where to hang posters, and how
to contact our suggested locations for permission.
Total Budget= $95 + the cost of a banner over main street if we
dont use current.
The Family Crisis Center is able to feed between 40-70 families
per week. We would like to see this number reach at least 100.
Each family costs $5 to feed. To do this, we would have to raise an
average of between $150-$300 per week for the charity.

11

12

Evaluation Plan

Summary

This is how you will know it worked.

Inform vendors periodically
(a few vendors per week) to ask
their own opinion on how they
have seen the Farmers Market
change.
Meet with the Family Crisis
Center to see the donations
amount and if there were other
things donated.

13

Survey community members

that come and ask what drew
them to the Farmers Market.
Count the numbers in attendance
at the beginning and end of the
campaign, as well as each week
to help our evaluation stay up to
date.

Bring the community together through supporting the Family

Crisis Center.
Inform the community of the event through newspaper, radio, and
door-to-door ads.
Results will be seen in an increase of customers at the Farmers
Market, and an increase of families able to be fed by the Family
Crisis Centers food bank.

14

Contacts

Miscellaneous

Locations to hang posters

https://kuler.adobe.com/Farmers-Market-color-theme-4080801/
(color Swatch)

Wal-Mart (208) 359- 2809

Hair we are (208) 656- 9779
Jamba Juice (208) 359- 9617
Broulims (208) 356- 4651
Madison High School (208) 359- 3305
Madison Junior High School (208) 359- 3310
Claire & dees (208) 356- 7371
Maverik (12 S. 2nd W)- (208) 356- 0892
Maverik (200 E 1st N)- (208) 356- 3672
Rays (208) 356- 4991
Costa Vida (208) 356- 7733
Fat Cats (208) 359- 2600
Rue 21 (208) 359- 7515
Payless (208) 356- 9695
Sallys Beauty Supply (208) 552- 9596
KISU FM (208) 282-2688
Family Crisis Center- (208) 356-0065
Dianna Palmer- Their PR manager
Christy Bradshaw- The food bank/donations manager
BYU-Idaho Internship Information
Academic Discovery Center
(208) 496-9827

15

16

Rexburg Demographic Map

17

Press Release

18

19