pr plan and media kit (stampede days)

8/14/2019 PR Plan and Media Kit (Stampede Days)

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Stampede Daysat the City Parka publc relations plan

and media kit proposed by

Michelle R. Perroni


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1

TableofContents

PUBLICRELATIONSPLAN...................................................................................................................... 1

ExecutiveSummary ..................................................................................................................................2

BackgroundInformation...........................................................................................................................3

SituationAnalysis .....................................................................................................................................4S.W.O.TAnalysis .......................................................................................................................................5

GoalsandObjectives ................................................................................................................................6

TargetAudience/KeyPublics ....................................................................................................................7

Keymessage/Theme ................................................................................................................................8

StrategiesandTactics ...............................................................................................................................9

CommunicationVehicles...................................................................................................................1011

Timeline..................................................................................................................................................12

Budget ....................................................................................................................................................13

Evaluation...............................................................................................................................................14

MEDIAKIT.......................................................................................................................................... 15

PitchLetter .............................................................................................................................................16

Backgrounder ....................................................................................................................................1718

NewsRelease..........................................................................................................................................19

FactSheet ...............................................................................................................................................20

MediaAlert.............................................................................................................................................21

APPENDIX .......................................................................................................................................... 22

ScholarshipLevels.................................................................................................................................... A

AppendixB:PromotionalMaterial ...........................................................................................................B

AppendixC:PotentialSponsorLetter......................................................................................................C


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Public Relations Plan

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Background

JeffersonCountyStampedeDayshasover80yearsofrichhistory.Itbeganin1928withsixmenwhowantedtoraisemoneyforanewchurchbuilding.TheyformedarodeocommitteeandbeganthefirstrodeoonJuly24inordertohonorTheChurchofJesusChristofLatterdaySaintpioneersandtoraisemoneyforthenewchurch.

Therodeohasahistoryoflastingthroughharsheconomictimes.TherodeocoinedthesloganCometotherodeo.Bringthefamily.ForgettheDepressionandlive100yearslonger.Familiesweredrawntotherodeobecauseofitscheappricesforendlesshoursofentertainment.

Everyyearthereweremanyawestruckattractionssuchasbarebackcowboyrelayraces,calfropingandtheRomanrace,wherethecowboywouldstandontwobarebackhorsesandridearoundthering.Thetwodayrodeoalsoincludedaparade,foodvendorsandasmallcarnivalwithaFerriswheel.

Afteralmost10yearsoffun,in1937therodeocommitteedonatedmorethan$11,000tothenewchurchbuilding.Sincetherodeocommitteehadaccomplishedtheirgoalit,unfortunately,disbandedandtherodeowasnolongerputon.

AfterWorldWarIItherodeowasbroughtback,inRigbyratherthaninLewisvillewhereitoriginated,anditwasnamedtheJeffersonCountyStampede,asweknowittobecalledtoday.ItisnowknownasoneofthelargestrodeosineasternIdaho.

Althoughtherodeostillkeepssomeoftherichtraditionsitoncedid,ithasevolvedquiteabit.StampedeDaysisnowheldthesecondweekendinJune,ratherthaninJuly.TheIntermountainProfessionalRodeoAssociationhastakentheplaceofthesixmenontheoriginalrodeocommittee.ContestantsfortherodeocomefromalloverthewesternUnited

States,andevenfromCanada.Theystillofferthesamebewilderingentertainmentthatwasofferedover80yearsago,anditisstillupholdingitstraditionofthrivingintimesofeconomicuncertainty.

TheparadeisstillastrongpartofStampedeDayswithover50entrieseveryparade.In

ordertoincreasetrafficandpublicityoflocalbusinessestheCityofRigby,inconjunction

withJeffersonCounty,hasstartedtoexpandStampedeDaystotheCityParkonSaturday

afternoonaftertheparadeandbeforetherodeo.Thisdayintheparkcurrentlyoffersan

afternoonoffamilyfunwithliveentertainment,gamesforthechildrenandover30

vendorswhooffereverythingfromfoodtoartsandcrafts.Tenpercentofthese

participantsarenonprofits.DorieRobertson,themanageroftheRigbyRecreationCenter,actsastheeventcoordinatorforthesetwopartsofStampedDays.

Thisplanwillfocusonapublicrelationscampaignfortheparadeandafternooninthe

park.

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SituationAnalysis

StampedeDayshasbeenarichpartofJeffersonCountyhistoryforover80years.Itisone

ofthelargestrodeosineasternIdaho,anditiscontinuingtoexpand.Unfortunately,the

CityofRigby,IdahoandJeffersonCountydonothaveapublicaffairsemployeetokeepup

withthisexpansion.

TheCitycurrentlyhangs40bannersonthelightpolesandtwobannersbythefreeway

entranceinordertopublicizetheevent.Thecurrentbannersdonotrepresenttheevent

verywell.

Thecitypaid$420foraradioadfortheevent.Onecitycouncilmemberproposedpaying

moneytoputanadditionaladintheStandardJournalandPostRegisterfortheevent.He

wasturneddown.TheJeffersonCountyStarputfrontpagestoriesabouttheStampede

Daysinmultipleissuespriortotheevent(seemediakit),buttheStandardJournalandPostRegisterhavenotputanyinformationabouttheeventintheirpublications.

Inaninternetdependentsociety,thebiggestproblemisthelackofinformationaboutthe

eventonline.WhenyoutypeJeffersonCountyStampedeDaysintoGoogletherearenohits

abouttheevent.TheonlyinformationabouttheeventontheCityofRigbyandJefferson

Countywebpageisaneventdateonthecalendar.

Althoughthe$2,000budgetforthisyearseventremainedunthreatened,theeventneeds

moremoneyinordertoexpand.Thisyear,theCityofRigbyandJeffersonCountyhas

decidedtoaskfordonationsfromlocalresidentsandbusinessowners.Sponsorshipsarestrictlydonations.DorieRobertson,theeventcoordinatorandmakeshiftpublicrelations

personnel,callseachsmallbusinessinordertoaskfordonations.Businessescurrently

donatebetween$25100.Thisyearsdonationswentintoanewentertainmentstagefor

theCityPark.Eachdonor,regardlessoftheirdonationlevel,receivedtheirnameonasign

onthenewstageinCityPark.

Thiseventisrunningsuccessfullyonitsown,butifitcouldembracesomenewpublic

relationstacticstohelpitexpand,itcouldembracepasttraditionsandcreatenewprecious

memoriesforallofeasternIdahotoenjoy.

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SWOTAnalysis

Strengths

TheStampedescurrent$2,000budgetremainsunthreatenedeventhoughtheAmericaneconomyisunstable.

TheJeffersonStarhaswrittenmanyarticlesaboutStampedeDayswithoutthehelpofamediakitorpressrelease.

TherearemanylocalbusinessesthatareloyaltothecountyandunderstandStampedeDaysisagoodwaytogivetheirowncompanyspublicityandbusiness.

Weaknesses

TheCityofRigbyandJeffersonCountydonotcurrentlyhaveapublicrelationsplanandhasbeenpayingforpublicitythroughradioadvertisements.

Thecityswebsitehasnoinformationabouttheevent.

WhenyousearchonGooglefortheevent,youwillfindnohitsabouttheevent.Onelady,whodoesnothaveanypublicrelationsexperience,runstheparadeandparkpartofStampedeDays.

Thisyearisthefirsttimethecountyhasattemptedtocollectdonations,andtheyarenotsurehowtogoaboutit.

Opportunities

Thecityhastheabilitytodisperseadvertisementstothousandsofresidentsthroughitsschoolsystem.

TheeventiswellknownwithintheCityofRigbyboundaries.Theeventhasalonghistorythatwillappealtomanyoftheolderresidentsandbusinessowners.

Threats

Somebusinessesmayhaveahardtimeunderstandinghowthiseventwillhelptheirbusiness.

Thecityissmallandresourcesarescarce.

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GoalsandObjectives

TheCityofRigbyandJeffersonCountydonotcurrentlyhaveapublicaffairsemployee,so

thegoalofthiscampaignistobuildapublicrelationscampaignfortheJeffersonCounty

StampedeDaystoutilizeinordertomaketheireventmoresuccessful.Specificallythis

campaignwillworkto:

Increasetheamountofdonationsbyprivatedonorsby50%,Savethecityapproximately$420byutilizingamediacampaigninsteadofpaid

advertising

IncreasetheattendanceofresidentsofJeffersonCountyandnonresidentsby30%.

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TargetAudiences/KeyPublics

Therearethreemainaudiencesandpublicsthatthiscampaignwilltarget:

1.LocalJeffersonCountybusinesses:Thesepublicswillbetargetedforthesponsorshipsoftheevent.

2.ResidentsoftheJeffersonCountyandofsurroundingMadisonandBonnevilleCounties:Thiseventisforpeopleofallages.Inordertoexpandthiseventtoallowforgrowthforthecity,allpeopleintheseareaswillbetargeted.

3.MediaoutletssuchasnewspapersandnewsstationsinthesurroundingcountiesofMadisonandBonneville(seeCommunicationVehiclesforspecificmediaoutlets).

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KeyMessages/Theme

StampedeDayshasover80yearsofrichhistory.Itstartedwithsixmenwhoneededto

raisemoneyforachurch,sotheystartedatwodayrodeo.Themessagesandthemeofthis

planwillfocusontherichtraditionsoftheeventinordertohelpresidents,business

ownersandthemediafeelasenseofownershipofthisevent.Whenpeoplefeellikethey

areapartofthetradition,theycannothelpbutparticipateinit.Thethemeofthiscampaign

willbeEmbracethetradition.

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StrategiesandTactics

Utilizesponsorstogainmorefundraisingfortheevent

Createsponsorshiplevelsthatwillgivebusinessesdifferentincentivesdependingonhowmuchtheydonate.(seeappendixA)

Revamplettertopastparticipantstoincludeinformationaboutsponsorshiplevels(seeappendixC)

Improveadvertising

CreatestandardizedadvertisingfortheeventinordertobrandStampedeDays(seeappendixB)

*Includesponsorsonpostersandbanners

Distributeadvertisingandinformationabouttheeventtocommunitymembers

DispersefliersabouttheeventtoparentsthroughtheschoolsystemHangbannersonlightpolesaroundtownDistributepostersandfliersforvendors,paradeparticipantsandsponsorstodisplayanddistributeintheirplaceofbusiness

Sendoutrevampedsponsorshiplettertoalllocalbusinesses,possibledonorsandpastparticipants

IncludeinformationaboutStampedeDaysontheJeffersonCounty,ChamberofCommerceandtheCityofRigbywebsite

UtilizetheChamberofCommercetoencouragetheirmemberstodonatetoStampedeDays

CreateamediacampaigninordertogainfreepublicityinJeffersoncountyand

surroundingcounties

Compilemediakitondiskandsendouttolocalmedia(seemediakit)Createapublicitystuntattheeventandpitchthesestuntstolocalmedia

(seemediaalert)

CreateagrouponFacebookdedicatedtostampededaysandinvitemembersoftheEasternIdahonetwork

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CommunicationVehicles

Newspapers:

Sendoutmediakitswithpressreleases,backgrounder,photos,pitchletterandmediaalert.

JeffersonStarPOBox37

Rigby,ID83442

Phone:(208)7458701

Fax:(208)7458703

PostRegister

333NorthgateMilePOBox1800

IdahoFalls,Id83401

(208)5221800

BillHathaway,specialsections

[email protected]

StandardJournal

POBox10

Rexburg,ID83440

(208)[email protected]

SocialMedia:

StartaFacebookgroupthatincludesalloftheinformationaboutandpicturesoftheevent

InviteeveryoneintheeasternIdahonetworktojointhegroupandattendtheevent

www.Facebook.com

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WebSites:

Createalinkoffofrigby.govoffice.comwitheventitinerary,pastpicturesoftheevent,vendorandparadeinformationandregistration,sponsorshipinformation

andthemediakit.

Addalinktothenewrigby.govoffice.com/StampedeDaysontheJeffersonCountyandChamberofCommercewebsites.

Putwebsiteinformationonalldistributedmaterial.CityofRigby:http://rigby.govoffice.com

ChamberofCommerce:http://rigbychamber.com

JeffersonCounty:http://www.co.jefferson.id.us/

Advertising:(seeappendixB)

40lightpolebannersTwo30X60bannersforfreewayentrances7000fliersdistributedtotheschools1000fliersand100postersdistributedtolocalbusinesses

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Timeline

Date Task Completed

April

Makeaphoneandaddresslistofpastparticipants,JeffersonCounty

businessesandpossibleprivatedonorsandsponsorsfortheevent Sendoutsponsorshipletterstopossibledonors

Startcompilingalistofallsponsorsandtheirsponsorshiplevels Addsponsorsnamesandlogostoalldistributionmaterial RevampwebsitetoaddalinktoStampedeDaysinformation May

AddlinkstoStampedeDaysinformationontheChamberofCommerceandJeffersonCountywebsite Sendoutreminderinformationaboutvendordeadline StartagrouponFacebookandinvitetheentireeasternIdahonetwork

June

Distributealleventadvertising

Sendoutmediakitstolocalmedia Evaluateevent

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Budget

Thecurrentbudgetfortheeventis$2,000.Wehopetoraisethisbudgetby$2,000with

sponsordonationsfromlocalcitybusinesses.Thefollowingisabudgetofexpensesforthe

advertisingandmediacampaign:

Item QuantityCostper Total

LightPoleBanners 40 $20.00 $800.00

FreewayBanners 2

$145.00 $290.00

Fliers(1/4sheet) 8000 $0.02 $160.00

Posters 100 $0.75 $75.00

MediaKits 3 $3 $9.00

Total $1,334.00

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Evaluation

Thisplanwillbeevaluatedbywhetherornottheplanmetitsobjectives:

Increasetheamountofdonationsbysponsorsby50%:Thecitywillneedtokeepadetailedrecordofthenameandtheamountsofmoneysponsorsdonate.Thetotal

amountofdonationswillbecomparedtolastyearsdonationamount.

Savethecityapproximately$420byutilizingamediacampaigninsteadofpaidadvertising:Thecitywillneedtokeeptrackofwhichpublicationspublishinformationabouttheevent.Theattendancenumberswillevaluatethesuccessofthisfreepublicity.

Increasetheattendanceofresidentsandnonresidentsby30%:Therewillbeasignin,attheentranceofStampedeDays,fortheparticipantstosignin.Thissigninwillaskfortheirnameandwhatcountytheylivein,inordertoevaluatehowmanyresidentsandnonresidentswereinattendance.

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MediaKit

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June1,2009

BillHathaway,SpecialSections

333NorthgateMile

POBox1800

IdahoFalls,Id83401

DearBill:

JeffersonCountyhasbeenstampededforover80years.

TheJeffersonCountyStampedeDaysisworkingtoembracethetraditionsofthepasttocontinuean

eventthathascreatedpositivememoriesformanyfamiliesandbusinessesalloverEasternIdaho

TheStampedeDaysrodeobeganin1928withsixmenwhofoundedarodeocommitteeandbegan

thefirstrodeoonJuly24inordertohonorTheChurchofJesusChristofLatterdaySaintpioneers

andtoraisemoneyforanewchurchbuilding.

DuringtheGreatDepressiontherodeocoinedthesloganCometotherodeo.Bringthefamily.

ForgettheDepressionandlive100yearslonger.FamiliesweredrawntotheStampedebecauseof

itscheappricesforendlesshoursofentertainment.

ThiseventhasrichcultureandhistorythatyourreaderswillwanttoreadaboutbecauseStampede

DaysisapartofmanyeasternIdahoanssummertraditionsandheritage.

EnclosedismoreinformationabouttheeventaswellasahistoryandbackgroundofStampede

Days.Ifyouhaveanyquestionsabouttheevent,orifyouwouldliketosetupaninterview

withtheeventcoordinator,DorieRobertson,pleasecontactmeat2087458073oremail

[email protected].

Ilookforwardtospeakingwithyousoon.

Sincerely,

DorieRobertson

ManagerRecreationCenter

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BACKGROUNDER

JeffersonCountyStampedeDayshasover80yearsofrichhistory.Itbeganin1928

withsixmenwhowantedtoraisemoneyforanewchurchbuilding.Theyformedarodeo

committeeandbeganthefirstrodeoonJuly24inordertohonorTheChurchofJesusChrist

ofLatterdaySaintpioneersandtoraisemoneyforthenewchurch.

Therodeohasahistoryoflastingthroughharsheconomictimes.Therodeocoined

thesloganCometotherodeo.Bringthefamily.ForgettheDepressionandlive100years

longer.Familiesweredrawntotherodeobecauseofitscheappricesforendlesshoursof

entertainment.

Everyyearthereweremanyawestruckattractionssuchasbarebackcowboyrelay

races,calfropingandtheRomanrace,wherethecowboywouldstandontwobareback

horsesandridearoundthering.Thetwodayrodeoalsoincludedaparade,foodvendors

andasmallcarnivalwithaFerriswheel.

In1937therodeocommitteedonatedmorethan$11,000tothenewchurch

building.Sincetherodeocommitteehadaccomplishedtheirgoalit,unfortunately,

disbandedandtherodeowasnolongerputon.

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21

NEWSRELEASE

June1,2009

FORIMMEDIATERELEASE

STAMPEDEDAYSWORKSTOEMBRACEPASTTRADITIONS

Communitymembersandlocalbusinessesareaskedtojoininthecause

RIGBY,IdahoWithover80yearsofhistory,JeffersonCountysannualStampede

DayswillbeJune1314,2009inRigby,includingatwodayrodeo,familyentertainmentin

theparkandaparade.ThethemeforthisyearseventisEmbracetheTradition.

Thisyearsthemeisintendedtohelpresidentsandbusinessownersrealizethis

eventisnotjustfunandgames,butapartoftherichJeffersonCountyhistoryand

heritage,saidMichellePerroni,eventcoordinator.

TheCityofRigbywillbringbacktheafternooninCityPark,thisyear,forthe

fourthtimeinarow.Thiseventisverysimilarinnaturetosomeofthesideeventsthat

occurredduringtheoriginalStampedeDaysin1928.

Thiseventhelpsbringtrafficintoourcommunity.Ithelpsourbusinessesto

thriveinthiseconomy,saidCityCouncilmanLawrenceBlackburn.

Communitymembersandlocalbusinessesareencouraged,by

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eventcoordinators,toparticipateinthisdayintheparkbyeitherenjoyingthefunand

entertainmentorbypaying$25tobecomeaneventvendor.

Everyonewhoattendsbenefits,whetheritsbecausetheygetacheaplunchfor

theirfamily,orbecausetheyaresellingoutoftheirartsandcraftsattheirbooth,said

Blackburn.

FormoreinformationpleasecontactDorieRobertson,ManagerRecreationCenter

[email protected].

StampedeDaysisoneofthelargestrodeosineasternIdaho.Itbeganin1928with

sixmenwhowantedtoraisemoneyforanewchurchbuilding.Theyformedarodeo

committeeandbeganthefirstrodeoonJuly24inordertohonortheChurchofJesusChrist

ofLatterdaySaintpioneersandtoraisemoneyforthenewchurch.Therodeoisnowa

twodayeventcalledStampedeDays.

###

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STAMPEDEDAYS

FACTSHEET

StampedeDaysisheldeverysecondweekendinJune.ThisyearseventswillstartJune13withtheparadeat10:00a.m.andentertainment,gamesandfoodatCityParkat11:30a.m.

ThisyearsparadethemewillbeEmbracethetradition.

Therewillbeover35vendorsatCityParksellingeverythingfromfoodtoartsandcrafts.Localbusinessesmayreserveaboothfor$25.

Therewillbeover50entriesintheparade.Localentitiesmayreservetheirspotintheparadefor$35.Nonprofitorganizationsarefree.

StampedeDaysisoneofthelargestrodeosineasternIdaho.

Sixmenformedarodeocommitteein1928andbeganthefirstStampedeDaysrodeoonJuly24inordertohonorTheChurchofJesusChristofLatterdaySaintpioneersandtoraisemoneyforanewchurch.

TherodeocoinedthesloganCometotherodeo.Bringthefamily.ForgettheDepressionandlive100yearslonger.


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******MEDIAALERT******

WHO: TheCityofRigbyinconjunctionwithJeffersonCountywillbeofferingprize

moneytowinnersofacontest.Thosewithprofessionalrodeostatuswillnot

beabletoparticipate.

WHAT: Rigbyresidentsmayhaveanopportunitytolassotheirwayintoa$100ata

friendlycowboycompetition.Contestantswillhavetwominutestolassoa

cowaroundtheneck.Iftheycansuccessfullycompletethetaskthenthey

willwinupto$100.

WHEN: ThecontestwillkickoffSaturdayJune13,2009at11:30a.m.andwillgo

until5p.m.oruntilfiveluckycontestantshaveropedacow.

WHERE: CityParkinRigby,Idaho


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Appendix

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16

April11,2009

Dear[potentialsponsorname]:

ItisonceagaintimeforoneofeasternIdahoslargestrodeos.JeffersonCountyStampede

Dayshasbeenapartofthiscommunitysrichhistoryforover80years,anditcouldnothavebeenpossiblewithoutlocalresidentsandbusinessownerslikeyou.

ThisyearsStampedeDaysthemewillbeEmbracetheTraditions.Asyoumayrecall80yearsagosixmenbegantheStampedeDaysRodeoinordertoraisemoneyforaLatterdaySaintChurch.Thisyear,theCityofRigbyandJeffersonCountyareaskingfordonationsfromthecommunityinordertokeepthiseventthrivingandtokeepresidentsentertained.Sponsorsoftheeventwillreceiveincentivesbasedontheamountofthedonation.

ThisyearsStampedeDayswillbeginonJune13,2009withaparadeat10:00a.m.,andanafternoonintheparkcompletewithliveentertainment,gamesforthechildrenandvendorswhooffereverythingfromfoodtoartsandcraftsstartingat11:30a.m.

Gotohttp://rigby.govoffice.com/Stampededaystoregisteryourbusinessintheparadeorasavendorfortheeventforonly$25.Nonprofitorganizationsarefree.PleaseregisternolaterthanJune1,2009.DonationswillalsobetakenatthiswebsiteorattheRigbyRecreationCenter.

FormoreinformationonhowtoparticipateordonatepleasecontacttheRigbyRecreationCenterat(208)7458073,[email protected],orvisittheStampedeDayswebsiteathttp://rigby.govoffice.com/Stampededays.

ThankyousomuchforyourwillingnessinhelpingthisyearsStampedeDayscontinuetobearichpartofJeffersonCountystraditionandheritage.

Sincerely,

DorieRobertson

ManagerRigbyRecreation

Appendix C: Sponsorship Letter


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Themajorityofthetimebusinessescontributetoaneventsimplybecausetheywanttobe

publiclyrecognized.Itisimportantthateachbusinessberecognizedaccordingtohow

muchtheydonate.Thiswillenticethebusinessestodonatemorethannormalbecause

theyarereceivingsomethinginreturn.Thefollowingisasuggestedsponsorshipincentiveprogrambasedontheamountasponsordonates:

Supporter:($25$50)ListingwillbementionedontheproposedStampedDayslinkontheCityofRigby

websiteContributor:($51$150)

ListingwillbementionedontheproposedStampedDayslinkontheCityofRigbywebsite.

NameonthesponsorsignonstageCoSponsor:($151$500)

ListingandlogowillbementionedontheproposedStampedDayslinkontheCityofRigbywebsite

NameonsponsorsignonthestageLogoincludedonfivepolebannersMentioninallmediamaterialslikethepressrelease

Sponsor:($501andup)

Listing,logoandlinkontheproposedStampedeDayslinkontheCityofRexburgwebsite

NameonthesponsorsignonthestageLogoincludedonfreewaybannersandfivepolebannersFreeinformationalboothattheevent.RecognitionfromtheMCsduringtheliveentertainment

Appendix A: Sponsorship Levels


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Stampede Daysat the City Park

For more information visit http://rigby.govoce.com/StampedeDays

June 1310:00 a.m. PARADE11:30 a.m.FOOD, FUNAND ENTERTAINMENT



Five luckypeople

could win up

to $100 in the

lasso

roping


For more information visit http://rigby.govoce.com/StampedeDays


sponsored by:

Appendix B: Example Advertising

pr plan and media kit (stampede days)

Documents