The Craze

Fun Zone
Jeremy Pitchforth Mat Urick Spencer Allen Sterling Caruthers Todd Shumway 12/14/11

Table of Contents
Executive Summary Situation Analysis Goals & Target Audience Positioning Challenges Communication Vehicles Research Methods Survey Time Chart Strategies and Tactics Budget Advertising & Evaluation Plan Public Relations Plan Events, Collateral and Direct Marketing Plan Door Hanger Craze Card Brochure
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The Craze
Executive Summary July 24 is a state holiday in Utah to commemorate the LDS pioneers of the mid1800s. These individuals risked their everything to follow their dream of religious freedom. Nearly 200 years later, a couple in Rexburg, Idaho decided to likewise follow an aspiration of their own. With the help of over 10,000 Brigham Young University-Idaho students, a survey was created and completed. Its intention was to discover what would draw the biggest crowd to the locally owned Ma and Pa family entertainment center. On July 24, 2009 The Craze opened their doors to the masses of the small farm town in Southeastern Idaho. Arcade games, the Craze Caf, laser tag, and a custom-made indoor miniature golf course can all be enjoyed at The Craze, the fun zone of Rexburg. This establishment opened with great ambitions and an attitude of the sky is the limit. The economy, like many other local businesses, has caused a downfall. They have suffered a 10% decrease in business from 2009 to 2010. To bounce back, The Craze spent $19,000 in 2010 for marketing purposes to influence the return of their once faithful crowd. In comparison, in 2011 not a single dollar has been spent to market the business and the results of 2010 and 2011 have been about the same. To help reverse the tide of this unique family entertainment center, this public relations plan has been created and will be effective if put to plan. The most effective way to contact the target market in this day in age is by social Medias. That includes an up-to-date website, an active Facebook and Twitter account, and using QR codes to promote discounts and special offerings. We also plan to implement Googles e-mailing center to send out text message discounts, similar to iHappy, for a much better bargain. Lastly we encourage the efforts of door to door flyers. This will not only ensure that students hear about the latest news at The Craze, but it will also give employees of The Craze a chance to meet their respective market, talk with them, and figure out what else can be done to enhance the experience at The Craze.

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Situation Analysis

HISTORY & GEOGRAPHY The Craze has been in business in Rexburg, Idaho since July 24, 2009. The Craze is a family owned business. When deciding what attractions to build, The Craze hired the Eastern Idaho Entrepreneurial Center to create and pass a survey around town asking the people of Rexburg what entertainment they would like most in Rexburg. The results of the survey were unanimous that there should be a laser tag arena in The Craze. The owners decided to put a miniature golf and play place in The Craze to go along with laser tag to make it a fun zone. The Craze has a great location because it is close to Sammys, 5-buck Pizza and The Cocoa Bean. This prime location translates to a high traffic area and The Craze is continually learning how to bring them in for business. PAST AND PRESENT ADVERTISING The Craze has tried many different advertising techniques but rarely do they see the effects they desire. They have tried to advertise through the Standard Journal but the readership is down 1,000 people just this year so they feel like it doesnt have the reach it used to. They have also advertised in the Scroll and used iHappi but felt it didnt get the return it promised. The Craze now is advertising through Nate and Tony, which gives review on movies that are shown in the upper valley. They are also trying to get into social media but they are just getting their feet wet and trying to understand it.

COMPETITION The competition in Rexburg includes: BYU-Idaho activities, Fat Cats, Regional Rock Walls, and Sammys. Each of these organizations offers unique services. Campus activities provide many different activities that cater to many different students needs for free or for very little money. Fat Cats has miniature golf and bowling. Regional Rock Walls has activities that are very interactive and are very conducive of winter weather. Sammys is a competitor because of their famous pie shakes and the atmosphere in the restaurant.

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Goals & Target Audience

Goals We will restore the 10% of business that was lost during the 2009-2010 year Increase awareness of The Craze in the community

Target Audience The target customer is a BYU-Idaho male student. He earns some money for spending money from a job he works 10 hours a week. He enjoys going out and having fun. Like many students at BYU-Idaho he is looking for his eternal spouse so he takes many women out on dates trying to find the right one. He is always trying to find a cheap, fun place to take his dates. The secondary audience will be married BYU-Idaho students. The husband works 20 hours a week trying to pay for rent while the wife works 8 hours a week for money for food. The couple will only go to places when there are promotions because of their little income. They go on dates on every weekend but most of the times end up going on dates to Paramount 5 because that is all they can afford. We will also place our secondary target audience on young mothers with children. The Craze has a fantastic play place that would be great for mothers who search high and low for solutions to help their children burn energy. Its a clean, safe environment and with a discounted price for the toddlers, whats not to love? If a small portioned meal is included, The Craze is bound to be a hit with the babes.

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Positioning Positioning: The Craze stands alone in this specific realm of business in Rexburg. There is other entertainment similar to it in that Fat Cats has mini golf and video games to play. However, there are no other places to play laser tag in town. The Craze is such a great place for entertainment because of the location and what they have to offer. The Craze is located close to the BYU-Idaho campus so the students that live nearby can play the games they offer.

Key Messages: Go crazy at The Craze. Have fun with a gun at The Craze. THE CRAZE! The only place you can beat your date on a Wednesday. Fire fight Fridays! Shoot em up with Lazers! Have a ball on Wonderful Wednesday Its Winter timewhat else are you going to do? Come to the Craze

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Challenges

Challenges:
The Craze has a challenge of not having anything that is a novelty. For example, Sammys has famous pie shakes. Big Judds has big burgers. Not that The Craze needs to have something food related to draw their consumers in, however something is needed. Suggestions might be: Performers such as open mic, magic, or any music show. A live mascot walking around inside, or even outside to advertise. A large fun statue inside of a famous character such as Superman or Batman.

Another Challenge that The Craze does not have just one target audience. They are targeting everyone. This is not good. They do have equipment and services for all ages and groups such as a large play toy for kids and mothers. Arcade games for Jr. high kids and laser tag and golf for college aged kids. Suggestion might be that: The Craze needs to let go of the idea of having the business be labeled as a family fun zone (which it would need at least three different types of games). They need to get rid of the activities and games that do not bring in the big money. And make the moneymaker games (which is laser tag) the main attraction. Expand the laser tag area making it big, more fun to play in, and a great experience.

Another Challenge is funds. Not having enough funds can make it difficult to make the changes needed to have the results desired.

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Communication Vehicles

Communication Vehicles:
Keeping social media up to date such as Facebook. Include weekly discounts on the Facebook page of the company. Passing out door hangers to the various complexes with three coupon deals on each. Instead of passing out flyers or even the door hangers (if affordable) pass out mini tissues wrapped up with the companys information on the inside. Refrigerator magnets. Mass texts with deals The scroll, including ads Renting someones pick up truck and putting a large billboard like sign in the bed of the truck. Parking the truck in several different places around campus during weeks of the semester advertising deals. Renting someones car and wrapping it with their advertisement. Connect deals with other companies such as Rexburg Housing. They could charge each tenant $2.00 more in their contract price. Giving all tenants a number of free games of laser tag which would give The Craze an increase in revenue. Referrals of friends Face to face and word of mouth

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Research Methods

Research Methods:
Speaking with the owners is essential and a great place to start. Understanding the history and where as a company The Craze was standing is key. Surveying random students would help generate the understanding of why the students are not going to The Craze as often as desired. Understanding and experiencing The Craze as a PR team is also important. To have that personal experience will allow the team to better appreciate the situation. Creating a focus group and picking their minds as to why they think The Craze is being under used and what they think should be done to increase the use. Research other family fun centers and study what they do and have that makes them so successful.

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Survey
1. When was the last time you went to the Craze? 1 Month ago 3 Months ago 6 Months ago A year ago Never

This week 2. Fat Cats

If you would choose two places for a date or activity, you would choose Bowling on Campus Sammys The Craze The Cocoa Bean None

3. On a scale of 1 to 5, how would you rate your last experience at the Craze? 1 (unsatisfying) 2 3 (satisfying) 4 5 (very satisfying)

4. What businesses do you see advertised the most in Rexburg? Fat Cats The Craze Sammys The Cocoa Bean Other_________

5. Where do you see these ads? The Scroll iHappy Pamphlets Flyers on Campus Facebook Other_______

6. If specials or promotional discounts were given on a regular basis, would you go Once every 6 Months Once a Month Once a Week Twice a week Never

7. When you go to The Craze, are you most likely to Play laser tag Play in the Arcade Play a round of Mini Golf Eat the food

The Craze

When was the last time you went to the craze?

This week

1 month ago

3 months ago

6 months ago

A year ago

Never

4% 16%

49%

7%

12%

12%

If you would choose two places for a date or activity, you would choose Fat Cats The Craze Bowling on Campus The Cocoa Bean Sammy's None

6%

5% 25%

18%

14% 32%

The Craze

On a scale of 1 to 5, how would you rate your last experience at The Craze? 1 (unsatisfying) 2 3 4 5 (very satisfying) no answer

11% 33% 7%

24%

12% 13%

What businesses do you see advertised the most in Rexburg? Fat Cats The Craze Sammy's The Cocoa Bean Other

7%

3%

32%

54%

4%

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Where do you see these ads?

The Scroll

Ihappi

Pamphlets

Flyers on Campus
2%

Facebook

Other

26% 35%

14%

11%

12%

If specials or promotional discounts were given on a regular basis, would you go...

Once every 6 months

Once a month 3% 7%

Once a week

Twice a week

Never

23% 14%

53%

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When you go to The Craze, are you most likely to

Play laser tag

Play in the Arcade

Play a round of mini golf

Eat the food

nothing

7% 5%

16%

10%

62%

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Time Chart

Jan.

Feb.

March

April

Scroll

Door Hangers

Pamphlets

At the Craze X

At the Craze X

At the Craze X

At the Craze X

Facebook Promotions

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Strategies and Tactics Social Media Monthly specials on the Facebook page Advertising for tournament through the Facebook page Promotions for liking The Craze Facebook page

Door Hangers Scroll If necessary once a month Monthly door hangers to BYU-Idaho student apartments Distribute at High School classes

Gmail texting Promotions twice a month

Advertising Tissues Street corner after devotional

T-shirts for champions Winners of tournaments

Craze Cards handed out to all customers

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The Craze
Budget Budget: Door Hangers per semester print 10,000 managers permission) Craze Cards have 1,000 cards on hand Brochures have 1,000 brochures on hand $1,500 (Flat rate, most likely it could be cheaper with

$300 (print more when needed) $450 (print more when needed)

8 people to pass out door hangers one time per month $960 ($240/month @ $30/person) T-shirts Advertising Tissues Micilaneous Per semester Total per year $150 (15 printed) $135 (500 packets) $400 $4,095 $12,285

****This doesnt have to be in the book but should be in power point Total apartments in Rexburg(married/single)- 2,200 Each month pass out 1 door hanger per apartment. If 2,500 people come in each month and spend $9.00 each The craze wil receive an income of $22,500. If 2,500 people come in and spend aroun $7.00 The Craze will receive an income of about $17,000 based on the promotions from the door hangers.

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The Craze
Advertising & Evaluation Plan Advertising plan: In the past The Craze has tried to use iHappi and the Scroll newspaper on campus but the advertising showed that it was ineffective. The advertisement in the Scroll is good in some ways like getting the name out, but it is bad because people pay more attention to the Sudoku and trying to win the prize by turning it in to the school. Also with iHappi it is good for many businesses but the bad side of it is people get so many texts a day that they end up ignoring the texts and get off the texting list. By doing these advertisements above, The Craze has spent a lot of money trying to bring people in but it doesnt show the effects, as they would like. It is more effective to put less money in things that work rather than put more money in to things that dont work. Evaluation plan: At the end of each semester The Craze will evaluate through their income and attendance. If there is a 10% increase from what they have spent The Craze will know that the efforts they have done with the door hangers and brochures are effective and worth continuing. The Craze will also evaluate the number of followers on Facebook each month. If it increases by thirty people per month they know that they are reaching their targeted audiences and their goals. If The Craze is not reaching its goals they can re-evaluate and come up with a more reachable monthly goal. And change the campaign wherever necessary.

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The Craze
Public Relations Plan Targeted Messages: -The only establishment where Laser-Tag is offered in Rexburg - Reasonable pricing, great group rates -Home of the Mountain Dew Pizza PR specific collateral materials: -Press releases -Radio/other promotions -Web site content -Newsletters Promotions: -Wednesday night Laser-Tag -Buy one get on free nights -All play packages (Laser-Tag, Mini-Golf, & Arcade combinations) Internal announcement strategies/vehicles: -Employee meetings -Emails/Text messages -Board postings Community leader contacts and strategies: -Rexburg Chamber of Commerce -The Standard Journal Customer contacts/strategies: -Customer log -Craze Cards or Craze Accounts -Punch cards Timing: -Phase in throughout the New Year (2012) -Summer program involvement

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The Craze
Events, Collateral and Direct Marketing Plan Events Plan: Advised to phase PR plan in over the Winter Semester of school and have it in full swing by the Spring Semester. Promotions/parties planned in accordance with Sammys and possibly other downtown businesses (So long as the split & exposure is evenly distributed). Advertisements in different mediums (The Standard Journal, The Scroll, iHappi, Facebook, etc.).

Collateral Plan: Writing and sending press releases to The Standard Journal and other news mediums. Utilizing all different (useful) mediums of advertising and social media. Facebook, Twitter, iHappi, etc. Promoting The Craze through and in every way possible and accessible, especially methods of low cost.

Direct Marketing Plan: Social Media: Utilizing all mediums of social media, i.e. Facebook, Twitter, iHappi, Groupon, Blogging, etc. Creating promotions through social networking sites such as: Buy One Get One Free, Group Rates, etc. Print Publications: Continue advertising in the Post Register Change ads for The Scroll, making them more student targeted Targeted Audience: Focus on the college-aged individuals and students Young Mothers and their children (Play Place)

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The Craze
Door Hanger

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Craze Card

craze card
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