artco pr book

8/10/2019 ArtCo PR Book

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Any need, large or small, ArtCo can fulll for you!


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Table of Contents

Executive Summary 1

Situation Analysis 2

Goals and Objectives 3

Target Audience 4

Positioning Statement 5

Key Messages 6

Challenges 7Communication Vehicles 8

Research 9-18

ArtCo in a Word 19

Competitors Price Chart 20

Timeline 21

Budget 22

Strategies and Tactics 23-32

Advertising Plan 33

Evaluation 34

Biographies 35


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Executive Summary

ArtCo originated as a local Rexburg business serving the surrounding thecommunity and providing many jobs for people in the area. After ArtCo was bought

out by Taylor Corp., ArtCo lost touch with the community. The main goal for this

campaign is to reestablish ArtCo as a community provider for all printing, paper and

shipping needs.

This campaign will help reestablish ArtCo as a community member by reintroducing

them to local businesses and students attending BYU-Idaho. This will be

accomplished through an Internet revamp. The ArtCo website will be updated andmade current. Their social media outlets will be used to their full potential

encouraging community interaction and feedback. Traditional media will also be

used to help promote the companys new and improved goals to help serve

the community.


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Situation Analysis

ArtCo has become a vehicle for other printing companies, filling and shipping their orders all

over the western half of the United States. For many years, Artco has been focused on theircorporate responsibilities.

Now, Artco is a business that not many local people know about. Artco wants to become a

household name within the community of Rexburg. It has great credentials, and shows their

ability by printing for big businesses across the country.

Strengths:Artco is a large facility with state-of-the-art equipment. It is capable ofproviding a wide array of printing jobs at affordable costs, excellent quality in the work that it

does, and complete the work in an extremely fast and efficient manner. It is also capable ofproviding many jobs for locals in Rexburg as well as BYU-Idaho students.

Weaknesses:It currently doesnt have any attention from the community of Rexburg. Ithas worked with several big businesses nationwide, but have lacked focusing on its local

community. The members of the local community that remember Artco before it was bought

out by Taylor Corp. have bitter memories from the transition. To them, Artco no longer has the

identity before they were bought out.

Opportunities:Artco has the ability to recreate its image. Instead of the hiding behind itscorporate parent company, it has the opportunity to come forward and rejoin the community.Because it has the history, it needs to inform local businesses and store owners about

the services it provides.

Threats:Other printing services in Rexburg such as: Alphagraphics, University Printingservices, Quick Shop N Copy and other businesses are competition and threats to business.


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Goals and Objectives

Our intention is to raise awareness and educate local businesses on the services

that Artco provides. By improving existing social media platforms and creating

content that improves their overall media presence, local businesses will

comprehend what an asset Artco is to the community.

Artco already has a Facebook page but it hasnt been updated in years, nor was

it used in the most effective way. By the end of the campaign and as a result of

our efforts, we hope to see approximately300 new Facebook followers.

We also plan on raising the awareness and opinion of local businesses and BYU-

Idaho students. We will first survey both groups, then implement our plan and by

the end of the semester we hope to see an increase in brand recognition and

awareness of 30 percent for both local businesses and students.


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Target Audience

Artco has a large audience throughout the United States. But locally their presence

is unknown. Our goal is to raise awareness within Madison County to let them

know Artco is around and

doing what they love.

Artco wants to do business with local businesses to get their name out there. They

want the community and local businesses to see they are here to help them with

all their printing needs.

The primary audience is then the local business owners.

Our secondary audience is the BYU-Idaho students as they make up so much of

the community.

The tertiary audience is community members. They can utilize the retail store for all

of their printing needs.


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Positioning Statement

Although Artco is a member of a giant corporate family, they are a local business

that has a rich history in Rexburg. Artco is capable of fulfilling large needs at a

lower price than local competitors.


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Key Messages

Local-Artco began in Rexburg and still strives to serve the community.

Affordable-Artco can offer businesses cheaper prices on printing

Efficient- Artco can offer same day or next day ready products


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Challenges

Even though Artco has done well in their industry nationwide over the last 15 years,

they have not kept up with their local front end store in Rexburg. They feel like thepublic awareness of their company is very low in Rexburg, but they have no way

of knowing because there has not been any market research locally. It is difficult to

have a successful campaign without knowing where you are when you begin.

Because Artco is part of an intricate group of sister companies, one difficulty they

have is knowing what they can do to brand individually in the Rexburg area. Artco

is just one of the companys many names, and it is difficult to brand a message to

the community without consistency in name, logo, slogan, etc.


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Communication Vehicles

Artco already has a website and a Facebook page. We will revamp and use

those channels to help increase their social media presence.

In order to continue to reach local businesses and students effectively we

implemented ads and fliers through personal interaction.

We also provided a future option of advertising in local theaters, such as

Paramount 5 and Fat Cats that will also help get Artcos name out in the

community.


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Research Methods

To provide quantitative and qualitative data, several research methods will be

applied throughout the semester.

Quantitative data: Survey all businesses associated with the Rexburg Chamber of

Commerce.

o Survey will measure awareness and interest in Artco.

o Surveys will be distributed through the Chambers email blast list.

Provide incentive to motivate participation.

Non-incentivized surveys through the Chamber usually receive about threepercent participation.

Survey BYU-Idaho students

o Survey will measure student awareness and resources

o Survey will be distributed through email and in accordance with

school regulations.

Qualitative data: Artco In One Word

o A One Word For Artco table will be placed in front of

Broulims, Walmart, and Albertsons at three different times for

2 hours.

o Participants will be invited to write one word for what they

think of Artco.

o Incentives


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Qualitative data (cont.): Candy, immediately upon participation

A drawing to win 50 free prints for Christmas cards

o A graph will assembled to represent the answers and their frequency.

Other useful data will be collected and presented with campaign

information:

What resources BYU-Idaho can offer (internships, practicums projects, event

planning, web site creation, etc.)

Using social media to understand your publics and create two-way

communication.


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Distributed Surveys

1. Where do you currently go for your printing services?

a. Alphagraphics

b. On BYU-Idaho Campus

c. Quick Ship N Copy

d. Artco

e. Other (Please Specify) _______________________

2. When considering printers, what are the top two things you generally consider?

Check two boxes

a. Price

b. Brand c. Innovation

d. Quality

e. Design Options

f. Location

g. Turnaround Time

h. Other (Please Specify) ____________________

3. Which of the following order methods do you prefer when placing an order?

a. E-mail

b. Online c. Fax

d. In Store

e. Mail

f. Phone

g. Other (Please Specify) ___________________

4. On a scale of 1-5, with 1 being extremely dissatisfied and 5 being extremely satisfied, how

satisfied are you with your current printing company?

For Students:


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5. What do you view as the most important aspect of your printing service?

a. Price

b. Quality

c. Timeliness

d. Proximity to Campus

6. Have you heard of Artco?

a. Yes

b. No

If Yes:

7. Which of these services does Artco provide?

a. Printing

b. Shipping c. Delivery

d. Wrapping

e. Design

f. None of the above

g. I dont know

8. How do you view Artcos prices on a scale of 1-5; 1 being extremely affordable, 5 being

extremely overpriced?

9. Are you aware of the job/internships opportunities that Artco provides?a. Yes

b. No

If No:

5. Are you aware of the job/internships opportunities that Artco provides?

a. Yes

b. No


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Student Survey Responses

Where do you currently go for your printing services? When considering printers, what are the top two

things you generally consider?

Which of the following order methods do you prefer On a scale of 1-5, with 1 being extremely dissatisfied

when placing an order? and 5 being extremely satisfied, how satisfied are you

with your current printing company?


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Distributed Surveys (cont.)

1. Where do you currently go for your printing services?

a. Local Printer (Please Specify) ____________________

b. Online Company

c. I print my own.

2. On a scale of 1-5, with 1 being extremely dissatisfied and 5 being extremely satisfied, how

satisfied are you with your current printing company?

3. On a scale of 1-5, with 1 being extremely dissatisfied and 5 being extremely satisfied, howsatisfied are you with the price of your current printing company?

4. What need do you have that your current printing service provider doesnt offer? (Open ended)

5. When considering printers, what are the top two things you generally consider?

Check two boxes

a. Price

b. Brand

c. Innovation

d. Quality e. Design Options

f. Location

g. Turnaround Time

h. Other (Please Specify) ____________________

For Businesses:


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6. Which of the following order methods do you prefer when placing an order?

a. E-mail

b. Online

c. Fax

d. In Store

e. Mail

f. Phone

g. Other (Please Specify) ___________________

7. Would you change printing companies?

a. Yes

b. No

8. Have you previously ordered from Artco?

a. Yes b. No

If Yes:

9. Which of the following services did Artco provide?

a. Full Color Digital Printing

b. Thermography (Raised) Printing

c. Foil Stamping

d. Custom Cutting/Finishing

e. Engraving

f. Art/Designg. Letterpress

h. Padding

i. Photo Lab Prints

j. Assembly

k. UV Coating

l. Variable Data Printing

m. Specialty Ink/PMS Matching

n. Other (Please Specify) ________________________


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Business Survey Responses

Where do you currently go for your printing services? Local Printer Specifications:

On a scale of 1-5, with 1 being extremely dissatisfied On a scale of 1-5, with 1 being extremely dissatisfied

and 5 being extremely satisfied, how satisfied are you and 5 being extremely satisfied, how satisfied are you

with your current printing company? with the price of your current printing company?


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When considering printers, what are the top two Which of the following order methods do you prefer

things you generally consider? when placing an order?

Would you change printing companies? Have you previously ordered from Artco?


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ArtCo in One Word

Below are the results of the ArtCo in One Word research.


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Competitors Prices

Shown above are prices of competing printing companies in Rexburg. Quotes were taken in

December 2014. Prices are subject to change depending on the quality of paper.


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Timeline


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Budget


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Strategies and Tactics

Strategy 1:Gain attention locally through their internship opportunities.

Tactics for Strategy 1:

We will improve the website by including examples of the various services

Artco provides and hiring an intern for web design.

The overall look of the web page will be improved and, an option will be

added to order services through the website rather than having to go to the

store physically.

Strategy 2: Create and implement a successful, and up to date Facebookpage. We will gain at least 300 page likes.


We will create an enticing Facebook page for Artco, this Facebook page willstay up to date with current promotions, and happenings at Artco

Tours will be offered on the Facebook page for people to be able to go tour

the facility.

Similar to the website we will revamp; it will display the kinds of services that

Artco can provide for the community.


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Strategy 3:Increase awareness locally in the community.


We will go to talk to the Chamber of Commerce and receive a list of local

businesses. We will then go talk to the local businesses and take a survey of

Artco to see how well known Artco is to Rexburg business owners.

We will create and provide fliers for Artco, we plan to put them up in

businesses, as well as include them in the Standard Journal.

Strategy 4:Increase student brand recognition.


We will create fliers and posters advertising ArtCos services.

We will post these fliers on cars and apartments around campus.

We will post fliers in loval business to show ArtCo support.


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Facebook Campaign

A new way to gain new followers is to ask your existing followers to invite others to

like your page. This can help create new traffic and gives them the opportunity to

win a prize. On the next page is an example of the type of campaign you can run.

Below is an example of a new banner you can post on Facebook to give ArtCo

an updated look:


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Our gift to you this holiday

season! Just like our Facebook

page and share this post to be

entered to win this fantastic prize!

The winner will receive 100 free

printed cards of their choice,

inclusive of holiday greeting cards,

business cards, wedding

invitations, baby announcements

or graduation announcements.

Like, share, and good luck!

Facebook Post:


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Fliers and Posters


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This poster can be placed

in local businesses around

Rexburg to help raise furtherbrand awareness. It also

invites community members

to like the Retail Store on

Facebook for promotions and

deals.


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Potential Social Media Posts

Instagram Posts: Facebook Posts:

pick up a card!


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Website Mock-Up


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Internship Opportunity Posts

Web Developer Internship

Job Description:

Organization: Artco

Title: Web Developer Intern

Location: 1 Stationery Place, Rexburg, Idaho 83441

Reports to: Director of Development

Duration: Ongoing, starting January 2015 (10 hours/week)

Type: Part-Time

The Web Developer Intern plays a critical front end developer role in the organization. The

individual for this position should have a passion for analysis, design, implementation, and testing

of operations based work. A web developer Intern should have or be in the process of gaining

expert knowledge of content management systems, Templates, applications, file and backend

systems. A web developer should have intermediate level front end development skills.

Troubleshooting is a valuable skill set. A web developer intern should be capable of working as

an individual contributor on a team and open to learning new technologies. Critical thinking,

documentation, communication, project leadership, and pride in work are all skills critical to

success in this role.


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Social Media Manager Internship

Job Description:

Organization: ArtCo

Title: Social Media Intern

Location: 1 Stationery Place, Rexburg, Idaho 83441

Reports to: Director of Development

Duration: Ongoing, starting January 2015 (10 hours/week)

Type: Part-Time

The Social Media Intern will have broad exposure to assist both Digital Specialists and Platform

Creation Specialists. This role will perform or participate in a variety of different duties to ensure

clients receive a comprehensive social media solution from setup to delivery. The Digital

Specialist team manages up to 50 different social sites for each client (including Facebook,

Twitter, Yelp, YouTube, and Google+). The Platform Creation team works with clients during their

initial onboarding to build the sites. In addition to working with the SL Operations team, the intern

may have opportunities to work with our Marketing, Social Ads and Development teams which

are also located in Rexburg Idaho.

This person will need to be familiar with social media, have a strong work ethic, a professional

attitude and a desire to excel.


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Advertising PlanFliers to local businesses- Free Printing

Movie Theaters:

Paramount 5- No contracts. Over 140,000 visitors annually.

Loyalty: If you accumulate 24 weeks in pre-paid runs of 4-24 weeks each, you get 4 weeksfree. You can update ad every 4 weeks with no fee.

Weekly Rates:

Standard Rates (2x pre show) Budget Rates (1x pre show)

15 Sec 30 sec 15 sec 30 sec

Weekly Pre-Pay Rate 38.00 59.00 25.00 45.00

12 Week Pre-Pay Rate 34.00 53.00 22.00 40.00

26 Week Pre-Pay Rate 28.00 44.00 8.00 33.00

24 Week Loyalty Avg. Rate 32.00 50.00 20.00 37.00

Cameron Andrews at [email protected] or (208) 351- 2485.

File Types:

Still Images: JPEG, 1280x720 or 1920X1080

Animation: SWF, 1280x720 or 1920x1080

Video: FLV with H.264 Video Encoding and MP3 Audio (preferred) or MP4 1280x720 or

1920x1080

Newsletter Banner ads targeting families with children:

Email to over 4,000 individuals

$50 per issue and appears at the top of the newsletter

Inserts in Newspapers

Standard Journal:

Advertising Contact: Emails:

Lisa Widick [email protected]

Reporting Contact:

Joseph Law [email protected]

The Scroll:

Email: [email protected]

Office: 208-496-3730

Fax: 208-496-5411


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Evaluation

Since one of the most important issues for Artco is lack of awareness within the

community, the most important element of evaluation is increasing awareness ofArtco and its capabilities throughout the community. The primary method will be

through surveying local businesses before and after the implementation of our plan.


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Biographies

Suzanne Peterson is a Senior at BYU-Idaho who is studyingCommunications with an emphasis in public relations and a module in

visual communication. She plans to graduate April 2015. She currently

lives in Rexburg with her husband and her son.

Janelle Palmer, from Lindon, Utah, is a Senior in the Communications

Department at Brigham Young University-Idaho with an emphasis in

Public Relations. She enjoys writing, reading and the field of Public

Relations. Janelle enjoys meeting new people, making connections

and developing new hobbies. She has enjoyed her time as a student

at BYU-Idaho.

Taylor Birrell is a Senior studying Communications with an emphasis

in Public Relations. She will be graduating in December 2014 from

BYU-Idaho. She currently resides in Rexburg working as a Social

Media Marketing Manager for several companies.


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Tiana Atuaia is a senior at BYU-Idaho and graduates this Decemberwith a bachelors in Communication with emphasises in Public Rela-

tions and Conflict Management. She is results oriented, responsible

and reliable with experience in customer service, office management,

Raschelle Goodman is a BYU-Idaho studying public relations.Goodman grew up as a member of a military family, giving her the

opportunity to live in Japan, California, New Jersey, Arizona, and

Virginia. She is currently the Social Media and Events Manager of

Cache Valley Family Magazine.

Born, bread-and-potato-fed in Ashton, Idaho. He loves living in Idaho

and everything that comes with it. A.J. is in his final year at BYU-Ida-

ho. He plans on attending ISUs Occupational Therapy program in Fall

of 2015, and one day owning his own therapy clinic.

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