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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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
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
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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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
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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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
Stampede Daysat the City Park
June 1310:00 a.m. PARADE11:30 a.m.FOOD, FUNAND ENTERTAINMENT
Five luckypeople
could win up
to $100 in the
lasso
roping
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
sponsored by:
Appendix B: Example Advertising