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Tableof contents

The
Part 1- Community Action Plan
Vision, Mission, Objectives..........2
Contact Flow Chart......................3
Survey Results.............................4
Audience Analysis.......................6
Problem Analysis.........................7
Proposed Solution.......................8

Part 2- Advertising Campaign

Client Background.....................11
Email Press Release..................12
News Release...........................13
Downtown Dollar........................14
Website......................................15
Brochure....................................16
Current Event Ad........................17
Good Deed Ad..........................19
Research...................................20
Additional Reading....................21
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part1Community
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Action
Plan

Upt
Community Action Group
Sydney Clark
Kelly Pinkerton
Andrew Sturgess
Sydney Baylon
Nadia Najdawi

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VISIONstatement
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VISION MISSION OBJECTIVES
Ideally our vision for this project The mission of our community Our short-term objectives
is to display Rexburg’s finest action project begins with include having a 45% turn out
businesses that are unique and strengthening local businesses of community members to the
local to our community through a through increased downtown showcase and a successful use
business showcase and family awareness and community of “downtown dollars.” Long-term
event. Ultimately we hope to relations. Through this project objectives consist of maintaining
produce an event that will provide we also strive to help create a strong customer base to help
businesses an opportunity to an environment of community increase and stimulate local
increase their customer base, in involvement where citizens of economy. Also we hope to see
addition to providing promotional Rexburg will become more the downtown community of
offers for families, students and proactive in making their town live Rexburg increase in business,
local citizens to enjoy. Also by up to the standards of truly being size and variety as a result of
initiating the “downtown dollar” “America’s Community.” increased interest and customer
to this event we hope to help loyalty.
stimulate the economy and help
keep money local in order for Ge

Rexburg to continue to grow.

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CONTACTflowchart
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Name: Rob Name: Gary Rasmussen Name: Mike

Position: Gringos Owner Position: Cocoa Bean Owner Position: Walmart Manager
Phone Number: 208.356.9400 Phone Number: 208.359.9493 Phone Number: 208.359.2809
Date of Contact: March 16, 2009 Date of Contact: March 16, 2009 Date of Contact: March2, 2009

Name: Bekha
Position: Uptown Bagel Name: Allen Name: Leah
Assistant Manager Position: Sled Shed Manager Position: Porters Employee
Phone Number: 208. 359. 9566 Phone Number: 208.356.7116 Phone Number: 208.359.0786
Date of Contact: March 16, 2009 Date of Contact: March 17, 2009 Date of Contact: March 17, 2009

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SURVEYresults
nd
Ca
ce’s Exquisite
Our Survey consisted of 5 questions
ren that would help our team gain a
Flo
better understanding of the Rexburg
demographic. We surveyed 250
members of the community from a
1.What is your gender? variety of age groups and calculated
Male 157 our results to help us better meet the
Female 9 needs of our target audience and refine
2. What is your age? our approach to the problem.
18 and younger 22
18-24 119
25-35 44
36-50 37 Local businesses visited in the past 6 months
50+ 28
3. How long have you been living in Rexburg?
Under 1 yr 9
2-5 yrs 160
6-10 yrs 27
10+ yrs 54
4. How often do you shop downtown?
Often 140
Rarely 81
BRC SLED SHED COCOA UPOWN PITA PIT  
Never 29 BEAN BAGEL

5. Would you be interested in downtown showcase of businesses?

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Yes 185

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SURVEYresults
S
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under
1
year

3%
 Time spent living in Rexburg
18
and
under
 Age of citizens surveyed 10+

9%

22%

50+

36‐50
 11%
 under
1
year

18
and
under

15%
 2‐5
years

18‐24
 6‐10
years

11%
 6‐10
years

25‐35
 18‐24
 25‐35

18%
 47%
 2‐5
years
 10+

36‐50
 64%

50+


Community Members Interested in Downtown Frequence of community members

showcase shopping downtown

no
 never

26%
 12%


rarely
 !"en

yes
 32%
 !"en

56%
 rarely

yes
 no

74%
 never


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AUDIENCEanalysis
gos. Mexican Re
Grin
According to our survey results74% of
community members surveyed would
be willing to participate in a downtown
showcase of businesses such as the
event Get Downtown. Our target audience
would therefore be classified as accepting,
just uninformed. Because we view lack of
community involvement and unawareness
as a concern, our objectives for this project
are targeted at our primary audience,
being the local community of Rexburg. We
strive to provide our target audience with
opportunities to gain a stronger knowledge
of how they can help benefit the community
of Rexburg as well as opportunities to do so.
Base on the survey results we were able to
conclude that community members know
the downtown area, but lack the actual
awareness of what it provides.
Base on the survey results we were able
to conclude that community members
know the downtown area, but lack the
actual awareness of what it provides. We
believe that through successful advertising
and publication of the event, citizens of
the community will be willing to participate
and become more informed of what their
community and local economy has to offer.
This will allow our project to meet the goal
of a 45% turnout, provide buisnesses with
a loyal customer base, and create a fun
activity for the whole family. Because the
strategy behind implementing a “downtown
dollar” is a new concept, many students and
members of the community are unaware
of the benefit such an action will have.
Hopefully, as we go forward with the event,
citizens will remain accepting and willing to
improve their community.
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PROBLEManalysis

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In this hard-hitting economic time, now more This attributes to less business transaction The responsibility for solving this
than ever it is crucial for people to support within the local economy, with businesses problem would be shared by both the
their local businesses and companies. not doing a sufficient job in making local businesses within Rexburg and
Rexburg, Idaho is a small college town that their presence known and residents the members of the community. In
is home a variety of unique businesses. not responding directly. The negative order for things to change, businesses
These businesses need the continual consequences facing the businesses need to make a more active role in
support of community members to remain would be involve less business could lead promoting and marketing themselves to
successful. In order for Rexburg to grow as a to foreclosure. The community members the community. In turn, the community
college town this is an issue that needs to be would have less being put back into the should choose to support the local
addressed head on. local economy, as well as a loss of local economy by frequenting Rexburg
culture. businesses.
There are several factors that place the
people of Rexburg and local businesses at If things continued the way they are, This dilemma can be solved by the
risk for the problem: lack of awareness, poor the bigger businesses, companies and businesses improving their advertising,
advertising and/or marketing, the current franchises both in the local market and participating in community sponsorships,
economic recession, and little community larger neighboring cities would be the establishing a stronger web presence,
involvement. These factors can be attributed beneficiaries. National retailers, restaurants, and holding more promotional events.
to a combination of businesses not clearly and chains would be receiving the business For businesses and community
establishing themselves within Rexburg and that the lesser-known and locally owned members alike this would involve
community members not supporting the businesses should be capitalizing on. moderate changes to make a radical
local businesses. impact.
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Sh

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PROPOSEDsolution
. Br
ns by Pamela
Gow

We propose a “downtown dollar” promotional event that will

take place in downtown Rexburg involving a showcase of
different businesses in the downtown Rexburg area. The
“downtown dollar” will promote businesses in downtown
Rexburg by giving the consumer a discounted price on items
and merchandise in the store. This event will take place with
other activities including a rib cook off, booths, and then con-
cluding with a lawn chair family movie night.

The ‘“downtown dollar” will be good only on the day of the

event and will be offered in exchange for currency to help aid
in offering lower prices and promotional offers for Rexburg
citizens. The exchange rate available will be 3 “downtown
dollars” for every American Dollar. This will help provide an
incentive for members of the community to take advantage
of the local shops, stores and eateries available on Main
Street and downtown. We believe this promotional event and
family activity will dramatically increase local economy as
well as provide a strong connection between businesses and
community.

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 hocolate.
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PROPOSEDsolution
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•Who will be involved in bringing the
action about?
The Chamber of Commerce, Local
downtown business owners, community
members, students, and local schools will all
be involved in the Get downtown showcase.
•Who will benefit from this action?
Businesses in the downtown area of
Rexburg and the community as a whole will
benefit for the showcase. After the event the
community members will have more of a
desire to use their “downtown dollar” at local
businesses and therefore boost revenue at
the local Rexburg businesses.
•How will the public learn about this action?
We are organizing an advertising campaign
targeted towards the community through
print ads, news releases, advertising
demos, e-mail press releases and extensive
research
•How is this proposal different than other
events that the city Rexburg sponsors?
Get Downtown is a showcase that will
help spur interest in the local downtown
businesses and therefore help the local
economy. The “downtown dollar” will help
spur businesses for the weeks and months
after the initial showcase. Other events that
take place downtown are generally just
for college students and don’t encourage
people to come back to the businesses.
The other events let them know what
the businesses are and then the event is
over. The Get Downtown showcase will
help specifically the community get to
know the local businesses and then keep
coming back with their “downtown dollar.”
•Is the proposed action feasible?
Yes. Receiving the permission from
the city of Rexburg and support and
resources from local businesses
and BYU-Idaho are all crucial to the
showcases success.
.

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 . Equipment.
M usic
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S
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Part2ad
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campaign
Mik

Advertising Group
Whittney Evans
Stacey Ruge
Scott Baird
Sydney Baylon
Nadia Najdawi

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 S an
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Name: Locally owned and operated
Businesses in the Downtown Rexburg Area
Location: Downtown City Blocks Rexburg, ID
Products and Services:
Local businesses offer unique tastes and
interesting products and services that local
families love and have loved for generations.
They give Rexburg a feel and a culture all
its own that makes up the heart of the city.
Rexburg is America’s self proclaimed family
community, a community whose heart
beat comes from the ma and pa shop, the
eccentric cafés, the crafty store, and flavorful
food that can’t be beat.
Customers of these local businesses are
of course the locals themselves. With traffic
passing through to Yellowstone and Teton
National Parks,
dwiches. . Br
ea d
.
CLIENTbackground
the St. Anthony Sand Dunes and other regional Student customers have their favorite trendy
attractions, tourists also stop through town spots to shop and eat and also look for that
looking for Rexburg’s “must stop shops” and which they are familiar with from their home
food joints. states.
The local income level is not very high Goals:
especially compared to the national average.
Being a family community most families have Local companies especially in the
2+ children. Employment comes from various downtown city blocks would like to get
industries and businesses in the area including noticed. One of their main issues is
but not limited to: Farming, Construction, Artco, location. Because they are hidden away
Engineering, Idaho National Laboratory, the on College Avenue and other side streets,
University, Melaluca, Wal-Mart, and local and can’t afford ad space on television
Schools. and elsewhere, they lose many would be
customers.
College students also make up an ever
increasing demographic in the Rexburg area. These companies would also like to see
Customers: One of the challenges for local business their customer base improve without losing
is to make themselves marketable both to their existing customers. The businesses
students and local families. Student population interest is peaked by new methods to draw
increases the local customer base by roughly in customers without changing the make-up
50%. This percentage will increase to around of their stores and shops that make them
80-85% within the next decade. unique and marketable.
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 Email PRESSrelease
Scott!Baird!
Rexburg!“Get!Downtown”!Email!

Rexburg’s!Own!Major!Leaguer!Pitches!for!
Downtown!Revitalization!Efforts!
"""!Mark!Lindstrom!Rexburg!native!and!star!pitcher!for!the!MLB’s!Florida!Marlins!
will!be!in!downtown!Rexburg!Saturday!June!1st!putting!on!a!mini!pitching!clinic!for!
local!boys!and!girls.!

! If!you!ever!wanted!to!see!a!100+!mph!fastball!this!is!your!chance.!
Lindstrom’s!pitch!for!downtown!revitalization!is!part!of!his!efforts!to!support!
Rexburg’s,!“Get!Downtown!Saturday,”!featuring!games,!prizes,!food!and!
entertainment!free!to!the!community,!suitable!for!all!ages.!!

Local!businesses!are!putting!on!the!event!aimed!at!promoting!awareness!
and!success!for!new!and!existing!businesses!in!the!Rexburg!old!town!area.!
Lindstrom!among!others!know!that!these!businesses!success!is!linked!to!the!
community!as!a!whole.!!

“Without!these!small!local!businesses!supporting!my!youth!athletics!
growing!up,!I!never!would!have!had!the!chance!to!be!where!I!am!today,”!says!
Lindstrom.!!

“Get!Downtown!Saturday,”!will!be!from!9am!to!7pm,!culminating!with!a!
community!dinner!and!live!music!at!5:30.!Come!support!your!local!businesses!and!
Get!down!town!with!us.!

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www.getdowntown.com!!!!!!!!www.americanfamilycommunity.com!

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 NEWsrelease
Local sports hero shows his love for local businesses.

Matt Lindstrom wants to show his appreciation to those from his past.

Rexburg, ID- Matt Lindstrom, from the Florida Marlins, is coming home to
Rexburg, Idaho to show appreciation to those who supported him throughout the
years. Lindstrom will be attending the new local event “Get downtown” on May
29, 2009.

“Get Downtown” is a new event in Rexburg this summer. During the event people
in Rexburg will be getting reunited with local business. With great discounts and

giveaways going on all around town. After the event there will be a community
dinner where everyone is invited to come eat and enjoy.

Matt attributes a lot of his success to the local businesses in Rexburg that
sponsored little league and gave him the opportunities that he had. Matt stated,
“Without the support of local business, I wouldn’t have been half the athlete I am
today.”

During “Get Downtown” he hopes to join the town of Rexburg in celebrating the
local businesses that have continually served the community by so graciously

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giving their time and money to support their patrons. There he will not only pay

wcase of Rexburg
tribute to businesses but will also take the time to teach a pitching clinic. At the

’s F
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community dinner Matt will be signing autographs.
DOWNTOWNdollar
Strategy Worksheet

Product: Downtown Dollar

Product Description: Get Downtown is an

event to raise awareness for the Rexburg
businesses.

Target Consumer: Rexburg businesses

and citizens.

Product Benefits: During a bad economy

“Get Downtown” is designed to keep
money in Rexburg and support locally
owned places.

Support: If people are more aware of the

options in Rexburg they will be more likely
to go to them.

Tone of Advertising: The downtown dollar

is colorful while at the same time comple-
menting the colors of the campaign and
resembling money.

Brand Character: Downtown Rexburg

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 WEBsite
Strategy Worksheet
Product: Get Downtown website
Product Description: Get Downtown is
an event to raise awareness for the Rex-
burg businesses.
Target Consumer: Rexburg citizens.
Product Benefits: To serve as an in-
formation resource for those who are
wanting to find out more about the “Get
Downtown” event
Support: If people are more aware of
the options in Rexburg they will be more
likely to go to them.
Tone of Advertising: The tone of the
website is youthful and fun; which is
kind of the attitude that we want to bring
to the event as well as instill in the city of
Rexburg.
Advertising Theme Ideas: Bright, vibrate
colors because of the summer date.
Having strong visual that are inviting to
families.

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BROCHURE
Advertising Strategy
Product: Get Downtown AD
Product Description: Get Downtown
is an event to raise awareness for the
Rexburg businesses.
Target Consumer: Rexburg businesses
and citizens.
Product Benefits: During a bad
economy “Get Downtown” is designed
to keep money in Rexburg and support
locally owned places.
Support: If people are more aware of
the options in Rexburg they will be more
likely to go to them.
Tone of Advertising: The Brochure helps
to promote the “downtown dollar”
while also displaying a vibrant family
atmosphere while supplying information
concerning the event.
Brand Character: A downtown feel that is
inviting to families
Advertising Theme Ideas: Bright, vibrate
colors because of the summer date.
Having strong visual that are inviting to
families.

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Current Eventad
Strategy Worksheet
Product: Get Downtown AD
Product Description: Get Downtown is
an event to raise awareness for the Rex-
burg businesses.
Target Consumer: Rexburg citizens.
Product Benefits: During a bad econo-
my “Get Downtown” is designed to keep
money in Rexburg and support locally
owned places.
Support: If people are more aware of
the options in Rexburg they will be more
likely to go to them.
Tone of Advertising: In light of the current
economic situation this ad is designed
to encourage people to fight the reces-
sion as well as help to keep their money
in the local economy.
Brand Character: a downtown feel that is
inviting to families
Advertising Theme Ideas: Bright, vibrate
colors because of the summer date.
Having strong visual that are inviting to
families.

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Current Eventad
Strategy Worksheet
Product: Get Downtown AD
Product Description: Get Downtown is
an event to raise awareness for the Rex-
burg businesses.
Target Consumer: Rexburg citizens.
Product Benefits: During a bad econo-
my “Get Downtown” is designed to keep
money in Rexburg and support locally
owned places.
Support: If people are more aware of
the options in Rexburg they will be more
likely to go to them.
Tone of Advertising: In light of the current
economic situation this ad is designed
to encourage people to fight the reces-
sion as well as help to keep their money
in the local economy.
Brand Character: young girls discussing
the economic situation
Advertising Theme Ideas: Bright, vibrate
colors because of the summer date.
Having strong visual that are inviting to
families.

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GOOD DEEDad
Advertising Strategy
Product: Get Downtown AD
Product Description: Get Downtown
is an event to raise awareness for the
Rexburg businesses.
Target Consumer: Rexburg businesses
and citizens.
Product Benefits: During a bad
economy “Get Downtown” is designed
to keep money in Rexburg and support
locally owned places.
Support: If people are more aware of
the options in Rexburg they will be more
likely to go to them.
Tone of Advertising: “Good deed” The
good deed is supporting the local
businesses that are in Rexburg. This is
show by using the header of “Support
the heart of Rexburg” along with the
heart and downtown visual.
Brand Character: a downtown feel that is
inviting to families
Advertising Theme Ideas: Bright, vibrate
colors because of the summer date.
Having strong visual that are inviting to
families.

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 .
ails
.N
ng
ni
Tan
rene’s lon. Hair.
Sa
Cla
Ithaca Hours help to keep money
local, building the economy
and also community pride and
connections. As far as advertising
goes they have been featured
on NPR as well as other radio
stations and local TV stations. After
researching different communities
who have accomplished this same
project it seems the most fitting
to approach advertising with a
‘sermon’ format in order to most
effectively reach the community
members and let them know the
community is giving
back to them.
Advertisingresearch
The ads were also classified as
the sermon format because they
demonstrated a philosophy that the
city council was trying to spread to
citizens as well as showing that they
care as members of the community,
not just as high ranked city officials.
In addition to Austin, communities in
New York had the same idea to help
keep their money local. In Ithaca,
New York city council and community
members helped establish Ithaca
Hours as a local currency system that
promotes local economic strength
and community
self-reliance.
A similar downtown showcasing of
business was done in Austin, Texas
in order to help keep money in the
local community, which is one of
our objectives with our project, “Get
Downtown.” While researching the
different ads used for this project we
found that many of the advertising
and logos represented the sermon
format of advertising. We believed
this worked well for them because
they really emphasized how
important it was that the community
knew the city cared about them.
They showed this by using the
phrase, “your money” and “your
independence.”
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 ior Design
. Inter
G if t s
g.

Por
ter’s.
in
Crafts. Scra
pbo
ok Additional reading

www.ibuyaustin.com

www.ithacahours.org

www.ithicahours.com

www.lightlink.com/hours/ithacahours

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 -Id a h o
BYU 20

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