“Go South Dakota!” Campaign Plan Book

Presented by: BB&B Public Relations

Amy Barton. Kristin Brown. Bamboo.

BB&B Public Relations111 Rainbow Road

Tuscaloosa, AL 35487555-555-5555

December 7, 2011

Mr. James HagenSecretary of TourismSouth Dakota Department of Tourism711 East Wells Avenue Pierre, South Dakota 57501-5070

Dear Mr. James Hagen,

We want to extend our greatest appreciation for the opportunity to work with the South Dakota Department of Tourism. We hope that our campaign corresponds nicely with your tourism efforts to better the state as a whole.

In our research findings, we discovered a recent report ranking South Dakota as the #1 state in which to start a business. With the right marketing strategies, the state could take advantage of this ranking and ultimately, draw in new numbers of both businesses and tourists. Though our research indicates various past campaign have worked to promote the image of the state, i.e. the beef branding campaign, we believe our campaign provides opportunity for even more image enhancement and growth. .

The goal of our “Go South Dakota!” campaign is based on the idea that the department will benefit most from drawing in new businesses. This campaign will create a mutually beneficial relationship with businesses and their stakeholders to attract them to the state.

The highlight of the campaign is the “Go South Dakota!” bus. A symbol of the campaign, the bus will literally travel both within the state to engage South Dakota residents in the department’s new initiative and in neighboring states to reach stakeholders and invite them to learn more about South Dakota.

We are confident that our recommendations will lead to an increased number of businesses within the state as well as greater tourist numbers as a result of the improved state image.

Again, thank you for your time. We look forward to receiving your feedback.

Sincerely,

Amy BartonPublic Relations Specialist Abarton4@crimson.ua.edu

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Table of Contents

Executive Summary 4

Situation Analysis 6

Plan 20

Timeline 24

Budget 25

Source List 26

Appendix Appendix A 28Appendix B 29Appendix C 30Appendix D 31Appendix E 32Appendix F 33Appendix G 34Appendix H 35Appendix I 36

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Executive Summary

MissionThe South Dakota Department of Tourism will benefit most from drawing in new businesses. In order to do this, the department should fashion a campaign that creates a mutually beneficial relationship with businesses and their stakeholders to attract them to the state.

Objectives1. To bring new small businesses to South Dakota. 2. To develop a relationship with potential stakeholders.3. To re-engage South Dakota residents with South Dakota.

According to our secondary research, we discovered a recent report from CNN Money and Fortune Small Business ranking South Dakota as the #1 state in which to start a business. This rank has the potential to turn South Dakota into a goldmine for increased state recognition and growth. Encouraging small businesses to relocate to South Dakota will not only increase the number of businesses but will also increase the number of residents, which will ultimately increase the state’s longevity.

An important component of business expansion to South Dakota is ensuring stakeholders have a positive perception of the state. The state’s hospitability industry is currently working to grow this reputation beginning with the beef branding campaign which promotes the quality of South Dakota’s agricultural output. Although the campaign is slow in progress, its intended objectives include growth of South Dakota agricultural demand and perceived quality. We believe the implementation of our campaign in conjunction with this one will create a synergic effect, and help enhance the image and recognition of the state.

In order to benefit most from drawing in new small businesses, we have developed a campaign that will create a mutually beneficial relationship with businesses and their stakeholders to attract them to the state. The primary component of our “Go South Dakota!” campaign is the use of our multi-purpose “Go South Dakota!” bus. A created symbol of the “Go South Dakota!” campaign, the bus carrying South Dakota recruiters will literally travel both within the state to engage South Dakota residents in the department’s new initiative and in neighboring states to reach stakeholders and invite them to learn more about South Dakota.

The bus will plug itself into already existing events in addition to creating its own opportunities for engagement. Uses of the bus to reach various targets include:

Small Businesses

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o A stop could be made at a local small business conference to raise awareness of the business opportunities that South Dakota has to offer.

Small Business Stakeholderso A stop could be made at a library or school, where South Dakota important

figures and history can be taught, as well as entertainment provided with an engaging Laura Ingalls Wilder play.

Internal Stakeholderso To include in-state stakeholders and increase their favor of business expansion, a

stop could be made in alternating regions to promote local recipe competitions using South Dakota’s beef branding campaign and the superiority of the local beef.

Each stop will have its own unique engaging events and the recruiters will facilitate interaction. The journeys and experiences of the “Go South Dakota!” bus will be documented on an online community which also provides an opportunity for people to network and engage with the state of South Dakota. Interactive tools on the website will include:

The “Go South Dakota!” bus tracker -- a chance for users to follow the bus and be prepared for its arrival

Live Twitter Feed from @GoSouthDakotaBus – tweets from Go South Dakota! recruiters engaging with users

Virtual Postcard -- allowing users to create and send postcards with their own personal photos from South Dakota

Videos from the “Go South Dakota!” bus journey Photos via Flickr from the “Go South Dakota!” bus journey Link to the “Go South Dakota” Facebook page Interactive Blog/Journal written by the Go South Dakota! recruiters Recipe Index – users submit their own beef recipes to help promote the beef industry Laura Ingalls Wilder interactive virtual community – engaging users with pioneer life

activities such as hunting, quilting, cooking, gardening, etc. Information on the local cook-offs

We understand that the main goal of the South Dakota Department of Tourism is to support and serve the South Dakota visitor industry. We are confident that our recommendations will help boost tourism numbers while also increasing the number of small businesses and enhancing the South Dakota brand. Reaching out to new markets keeps the state progressing and growing. The implementation of our ideas is fundamental in order to expand and better the South Dakota brand.

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Situational Analysis

South Dakota Background

Profile

The official nickname of South Dakota is The Mount Rushmore State and appears on the South Dakota state flag. Other nicknames for the state include The Sunshine State, known for promoting tourism because of the enormous percentage of sunshine present during the year; The Coyote State, referring to the tremendous coyote population (which led to the adoption of the coyote as the state animal); The Artesian State, outlining the great number of artesian wells located in the state; The Blizzard State, referring to the severe winter weather of the state; and also The Land of the Plenty and The Land of Infinite Variety, outlining the numerous opportunities and vast openness the state is characterized by and for which it is often known and remembered. Another common name used when both North and South Dakota are the subject is The Twin Sisters.

History & Heritage

The Department of Tourism identified the following elements of significance in South Dakota’s legacy.

Lewis & ClarkSouth Dakota became part of the United States as a result of President Thomas Jefferson’s Louisiana Purchase. Lewis & Clark were sent out to discover what the country had acquired in the purchase. Tourists and residents of South Dakota can learn more about the duo’s journey on the South Dakota Lewis & Clark trail that features 15 highlights of the trail including a monument dedicated to Sacagawea and the Cultural Heritage Center.

Archeology/PaleontologyFossils found in the soil throughout the state have proved that South Dakota has an ancient past and was once occupied by dinosaurs. The most complete Tyrannosaurus rex ever discovered was found in 1990 in northwest South Dakota. Sue was featured in the traveling exhibit, “A T.Rex Named Sue,” all across the country from May 1-September 1 in 2008.

Laura Ingalls WilderSouth Dakota was also the home of Laura Ingalls Wilder, the author of the “Little House on the Prairie” book series. The Laura Ingalls Wilder Memorial Society preserves a collection of over 2000 original artifacts and three historic structures where the Ingalls family lived and studied. Visitors can spend an entire day visiting the many attractions devoted to Laura's time in South Dakota including: the house that Pa Ingalls built, the original Surveyors' House from Laura's

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book "By the Shores of Silver Lake," Big Slough Lake and Silver Lake. Also, the outdoor Laura Ingalls Wilder Pageant is held each July in De Smet, South Dakota and tells a story of a different aspect of Laura's life each year.

Mount RushmoreDeep in the Black Hills of South Dakota stands the world’s greatest mountain carving: Mount Rushmore. In 1923, South Dakota State Historian Doane Robinson came up with an idea for attracting tourists to the state. Robinson envisioned shaping a cluster of tall thin granite peaks called the Needles into statues of western figures. Robinson pitched his idea to political activist and sculptor Gutzon Borglum who deemed the Needles area not sufficient for the project he had in mind. Playing off Robinson’s idea, however, Borglum suggested creating an attraction with a national focus to attract people from around the country. He and Robinson settled on the Mount Rushmore location because it was (and still is) the highest mountain in the region and it also faces southeast which allows for maximum sun exposure. Borglum began drilling into the 5,725-foot mountain in 1927. Fourteen years and $1 million later, the 60-foot high faces of George Washington, Thomas Jefferson, Theodore Roosevelt, and Abraham Lincoln. The selection of these four specific presidents symbolizes the first 150 years of American history.

Crazy Horse MemorialAlso located in the Black Hills and only 17 miles away from Mount Rushmore is the construction site of the mountain monument complex, the Crazy Horse Memorial. The production of this monument is in honor of the 19th century Oglala Lakota leader, Crazy Horse, who fought against the encroachment of the US government in order to protect the Lakota traditions and way of life. Sculptor Korczak Ziolkowski began the project in 1948, demanding that free enterprise pay for all its costs … not taxpayers. Fundraising events and visitor fees make the progression of the project possible but, because the project is both finance and weather dependent, it is far from completion. But when that day does come, the Crazy Horse Memorial will be the largest mountain sculpture in the world.

Population

Native AmericansAccording to the U.S Census Bureau, South Dakota’s population was 814,180 in July 2010, with 8.8% being Native American. The majority of this group is one of either Dakota, Lakota or Nakota people, known collectively as the Sioux (“About South Dakota”, 2010). The ancient traditions and heritage of these people are the root of the tribe’s rich diversity and culture. The cultural influence of the Sioux extends to South Dakota's citizens, arts, mass media, fashions, jewelry, architecture, interior design, religion and politics. Valuable FiguresSeveral successful people have originated from the state of South Dakota. Some of the more well-known and recognizable names include Bob Barker, previous host of The Price is Right television series and Tom Brokaw, NBC Nightly News host/anchor. Others include Pat O’Brien,

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well-known sports commentator and television personality; Frank Baum, who wrote “The Wonderful Wizard of Oz” and adapted the stories into the musical show and Joe Foss, who was most famous for being the first commissioner of the American Football League. In addition, General George Custer of South Dakota, was born and raised in the state and is most known by being the first to find gold in the state and started the South Dakota Gold Rush.

Reputation & Image

EconomicBeef from South Dakota cattle comprises 34% of the state's total agricultural receipts and 4% of the nation’s cattle production. South Dakota is also a leading producer of spring wheat, flaxseed, hay, oats, rye and sunflower seeds. Also, until the Homestake Mine (located in Lead, South Dakota) was closed in 2001, South Dakota was a leading producer of gold. Gold mining still exists in South Dakota but on a much smaller scale ("South Dakota Economy," 2011).

SocialNews articles that are titled “South Dakota Sheriff Now Oversees More Bison Than People” on the ABC news website gives the nation the impression that there is absolutely nothing to do in South Dakota except hang out with “over 6,000 bison [which] outnumber people in Corson county.” (MacPherson, 2011). However, the tourists who have actually experienced South Dakota have mostly pleasant things to report on their visit. Virtualtourist.com allows tourists from all around the world to give real reviews on their vacation experiences. The site offers a chance to sum up their travels “in a nutshell”. South Dakota “in a nutshell” comments included “I want to go again”, “Well worth a visit”, “Very scenic”, “Amazed at its beauty and warm hearted folks”, “Interesting place to visit but once is enough”, etc.

Landscape & WildlifeOne of the most appealing aspects of South Dakota is its vast natural beauty. The famous Black Hills contain Harney Peak, which is the tallest point east of the Rocky Mountains at 7,242 feet. The rest of the land includes extensive prairie land, fertile farmland, rugged rock formations, deep patches of ponderosa pine and spruce, clear serene mountain streams and glacial lakes. The Black Hills forest alone contains over a dozen glacial lakes and over 400 miles of flowing streams.

Another natural appeal drawing tourists to the state is the wildlife. In Custer State Park and in Wind Cave National Park, animals such as bison, pronghorn, elk, goats, and white-tailed and mule deer roam free. The Badlands National Park is home to many buffalo and prairie dogs in a 244,000 acre rugged landscape. Colored stone is vastly showcased with embedded remains of prehistoric creatures due to millions of years of erosion. The rocks themselves range in color

from purple, yellow, red, orange, tan, gray, and white.

Hospitality Industries

Restaurant Industry

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One of South Dakota’s driving and successful industry forces that boosts the state’s economy is their restaurants. The restaurant industry sales generate significant tax revenues. They offer jobs and career-building for thousands of people, and even provide healthy options for their guests, give back to their communities, and strive to decrease harm done to the environment. The state also prides itself in a law passed to prohibit smoking in restaurants. The South Dakota restaurant industry does a great deal for the state’s profitability and free enterprise, jobs, food and healthy living, and social responsibility.

In 2011, the restaurant industry in South Dakota brought in over $1 billion dollars in sales. In addition, a 2009 study showed there were over 1,782 restaurants in the state and that number was projected to have grown. According to the state’s economic projections, each dollar spent in South Dakota’s restaurants creates an extra $0.94 in sales for the state’s economy. Over 33 jobs are created for every one million dollars spent in the restaurant industry. This leads to the shocking statistic that restaurants employ over 44,000 people (which is more than 11%) of South Dakota’s population (National Restaurant Association, 2009).

In addition, South Dakota is currently working on a value-added marketing campaign called “South Dakota Certified ™”, which promotes the quality of South Dakota’s agricultural output in the hope of convincing consumers to pay a premium on its beef products. This effort is part of the state’s 2010 initiative, a long-term plan for tourism and economic development. However, the progress is very slow because many ranchers think joining the program is not worth the trouble since they don’t see a better instant return for their efforts. The state is watching the beef program carefully, and if it continues to grow and prove successful, other South Dakota products that distinguish themselves from commodity products may be considered for branding (Cobb, 2006).

Lodging IndustryIn 2009, the American Hotel & Lodging Association reported that 11.1% of all jobs in South Dakota are either directly or indirectly related to the lodging industry. In addition, the combination of any and all hotels, motels, resorts and lodges generated $189 million in tax revenue for the state and local governments that year ("South Dakota lodging," 2009).

These numbers aside, there is still room for the lodging industry to rapidly grow. Although truckers are frequent overnight visitors to the Black Hills region, visiting families are also “stopping at South Dakota accommodations for a sit-down dinner, a warm bed and hot shower.” (Dailey, 2011) There are incredible opportunities not only for motels, but also for fuel stops and restaurants as accommodations do not currently match the need.

Transportation IndustryThe best way to travel through South Dakota is by car; the sparse population and landscape of South Dakota allows for little roadway traffic and easy navigation. Tourists can rely on public transportation in major cities such as Sioux Falls or Rapid City however, an automobile is essential for those who want to explore the countryside. This necessity will not necessarily affect the tourists who visit from neighboring states in their own vehicles, but it will negatively affect those who travel by plane. Due to a lack in company competition, car rental rates are quite high

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and might be a turnoff for those who need that particular service. In addition, road conditions are far from satisfactory in several South Dakota areas, especially on Highway 85 in Belle Fourche (near Rapid City). Road surface ruts, weakened shoulders and crumbling asphalt on this roadway have resulted in an increase in requests for better road conditions and an increase in truck traffic (Dailey, 2011).

Five South Dakota communities have airports with service by major airlines: Aberdeen, Pierre, Rapid City, Sioux Falls and Watertown … with Sioux Falls as the top flight destination for the state. Gateway cities serving South Dakota include: Chicago, Cincinnati, Denver, Las Vegas, Minneapolis, Orlando, Phoenix-Mesa and Salt Lake City. Flights from other cities require one stop before reaching South Dakota. Since there is far too little air traffic for economical carriers such as JetBlue and Southwest, inexpensive tickets are hard to come by. The six hour flight from New York to Sioux Falls, for example, includes a layover in Chicago and is as much as $400, even in the low season.

Competing Interests

Tribal-State RelationshipsSouth Dakota’s gaming background dates back to 1889. The 1889 constitution of the state of South Dakota provided that ‘the legislature shall not authorize any game of chance, lottery, or gift enterprise, under any pretense, or for any purpose whatever.’ However, throughout the state's history numerous attempts were made to authorize various types of gambling. This all changed in 1970 when certain types of games were permitted. In 1987, the state permitted a ‘scratch and match’ instant lottery and two years later authorized video lottery, which was the first of its kind in the United States. Though gaming brought a significant amount of money to the state, both from in-state and out-of-state gamblers, many voters found the rise of gambling unacceptable and pushed the state to eliminate the new laws/amendments (Ackerman, 2009).

Unfortunately, the back and forth controversies over gaming in South Dakota still exist. South Dakota’s pioneering efforts in video gaming received an enormous amount of controversy and was severely questioned by members of the state until 1992. Though the controversy of video lottery gaming has been hushed legally, the controversy still continues within the state, casting a negative light to those visitors travelling to South Dakota casinos.

One of the main reasons believed to have hushed the controversy in legal terms is the idea that the loss of video lottery would mean the loss of jobs, businesses, and eventually state tax revenue. This is a major projected loss that the state would be ill-equipped to handle, as there were already an estimated 7,447 video lottery terminals and over 1,400 establishments generating over $106 million to businesses with nearly $59 million in tax revenue to the state in only 1994. With the argument still at hand, it has been quieted even more as a 2007 study showed that video lottery alone presented revenue to the state of $110.3 million with an additional $111.4 million to business owners. Thus proving how important the new gambling facilities were to the state’s economy and growth.

Another main controversy dealing with South Dakota gaming involves disputes with Native Americans and their tribal lands, given by tribal-state compacts, within the state. Tribal-state

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relationships in South Dakota are quite rocky. Both are sovereign entities, and arguments constantly arise as to whether the state should be allowed to tax and exercise jurisdiction over gaming in tribal lands (Ackerman, 2009).

Native Americans in the state want to do away with the controversy and subjective state-imposed limits on gaming in casinos located on Native American lands and let market demand establish the number of devices that can be sustained at each casino. Many cases have dealt with this issue, showing a great internal hostility to others. One of the main cases dealing with this is the Flandreau Santee Sioux Tribe v. State of South Dakota. Many other tribes in the state and the area are anxious to see results of this ongoing case so they may take a stand as well. “The state is concerned that a decision favoring Native Americans in this case would lead to a sizeable increase in Native American casino devices and negatively impact state-licensed gaming. However, the reality of the situation is that tribes with limited activity would not go to the expense of adding slot machines unsupported by adequate play to make them economic” (Ackerman, 2009).

Gaming is certainly a positive market for South Dakota’s financial economy and tourist appeal. However, the way the state is conducting itself is shining a negative light on how individuals and groups within the state are treated and respected. A problem for an incoming business to the state could be the mere issue of: if the state can’t show equality to members already living in the state, who is to say others who may come to the state will feel as if they are being treated fairly as well.

Surrounding State RelationshipsSouth Dakota’s main competition for tourists comes from its surrounding states. However, this competition is not always detrimental. The states partner together as a region and share certain campaigns in order to attract those in the international markets, as well as other markets outside the region.

Department of Tourism

Statistics

According to IHS Insight, each South Dakota household would pay about $828 more in taxes without tourism and every 434 visitors creates a new job for a South Dakotan. Below are some fast facts on tourism in 2010 for South Dakota:

Visitor spending was $1.06 billion, an increase of 10% over 2009 … making it the largest dollar increase since tracking began in 1985

Economic impact was $2.6 billion statewide. Tourism-related activity generated 20% of all state and local tax revenue Tourism activity generated $265 million in state and local

government revenue in 2010, an increase of 4.8 percent over 2009.

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The South Dakota Department of Tourism strives to promote the state as a premier vacation destination to all visitors and to support and serve the South Dakota visitor industry.

Marketing to Stakeholders

BusinessesAccording to CNN Money and Fortune Small Business, South Dakota is the number one state in which to start a business (Rankings provided by the Small Business & Entrepreneurship Council.) South Dakota’s business environment ranks so high due to the state’s lack of taxing on personal income, capital gains, corporate income or corporate capital gains. There’s also very little crime which is attractive to families with small children who move to the area to settle down. Energy costs are also relatively low (Worrall, n.d.).

In the town of Deadwood, 5% interest loans are given to new manufacturing and retail businesses due to the city’s Economic Development Loan Program. In addition, entrepreneurs don’t need a lot of permits to do business in Deadwood, usually a sales tax license is all that is necessary. In any event, we will help you with any applications you need.

Deadwood Economic Development has its own Loan Program. We make 5% interest loans to new manufacturing and retail businesses and existing operations that want to expand. In addition, there are loan programs available at the county, state and federal level, and DEDC will assist with all applications.

Campaign Targeting Businesses Mary Nelson, who works in the Economic Development Marketing Department in the South Dakota governor’s office, also stressed the government’s push for bringing more businesses to the state. The group is currently working on an economic plan and a campaign to encourage entrepreneurs and business people to take advantage of the state’s good incentives and low taxes.

TouristsAccording to the Rapid City Journal, South Dakota attracts three common types of visitors: “the Mobile Mom Molly”, the 42-year old married mother with children and an $82,000 household income who takes an average of three car trips per year who receives trip planning motivation from family, friends, television shows and magazines; “the Active and Ageless Couple”, who are over 50 years of age with an $80,000 + income that travel year around, sometimes with family, often visiting national parks and monuments; “the Hunter Henrys” who are 35 to 65 year old men with an income of $82,000 or more and spend large amounts of money on hunting trips with friends. (Soderlin, 2011).

Campaign Targeting TouristsThe 2010 Initiative was the name given to South Dakota Department of Tourism’s goal of doubling visitor spending. The campaign initiatives combined traditional and online media outlets to accomplish their goal and spread the department’s presence. The department’s marketing strategies have been divided into three seasons: peak season, shoulder season, and

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winter season. Each season calls for different tactics to reach a specific audience for the campaign. The same campaign has been used since 2006, with small changes and additions made each year where needed.

During Peak Season 2010, successful strategies from past campaigns were implemented. Traditional media outlets such as newspapers, magazines, television and radio were used in combination with social media to have a fully integrated, well-rounded campaign. In addition to previous online presences, a pay-per-click campaign was implemented with banners placed on Trip Advisor and Orbitz websites targeting possible travelers. Overall, the click-through banner rate averaged .13%, which is .05% more than other offers within the industry. The Giant Step magazine program initiative remained the same with two and six-page ads in various national magazines. They did participate, however, in a magazine-style marketing piece distributed to neighboring states with total circulation totaling over 701,000. This reached a large number of their typical tourist database.

The Shoulder Season Campaign was a continuation of the Rooster Rush, detailed earlier as a promotion to celebrate the pheasant hunting tradition. Traditional outdoor media outlets were utilized as well as online and social media outlets. A main focus of Rooster Rush was the “Take Me Hunting” ad series which focused on the point of view of a hunting dog’s who wanted to go hunting with their owner. This was done through a series of magazine, newspaper and television ads, as well as online submissions via Facebook and Twitter. Another creative marketing idea during this season included a “Mount Rushmore’s American Pride” float in the Macy’s Thanksgiving Day Parade. The campaign continued its appearance in national magazines (with a combined distribution of 36+ million) and a newspaper insert (distributed to almost 560,000 readers).

The Winter Season Campaign was focused in a slightly different direction, promoting winter vacations and getaways in the Black Hills. Print, mass email distributions, newspaper, radio and television ads were used to feature the affordable skiing, snowmobiling, casino gaming, sledding, cabin rental, and other winter events vacation packages available in the state.

Filmmakers

According to the Producers Guild of America, the rich South Dakota culture has drawn filmmakers to the state for decades. Directors and producers are attracted to the state’s film services, experienced crews and varied locations. In 1989, the South Dakota Film Office was formed in order to help filmmakers get the most benefit out of the state’s services. Filmmakers who have taken advantage of the state’s services have produced films such as “Armageddon”, “Dances with Wolves”, “National Treasure (Book of Secrets)” and “How the West Was Won”.

Campaign Targeting Filmmakers

In 2007, South Dakota Department of Tourism initiated the South Dakota Film Festival to acknowledge films made by filmmakers from the Great Plains region or films shot in the Great Plains region. The festival has since occurred every September and was designed to be a unique statewide event for filmmakers and film lovers to gather, mingle and watch movies.  This event currently promotes films already produced. However, the film industry lacks a specific campaign dedicated to drawing in filmmakers to the state.

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International Tourism

Rocky Mountain International (RMI) coordinates the international tourism activities for the state tourism departments of Wyoming, South Dakota, Montana and Idaho - as a region. RMI's headquarters are in Cheyenne, Wyoming with overseas offices located in London, Frankfurt, Amsterdam, Brussels, Paris and Milan. The goal of RMI is to promote the region to the European travel trade, press and potential visitors as an outstanding U.S. destination. RMI has also been involved in a strong film promotion program in both the United Kingdom and Germany. Statistics showed that the number of overnight stays increased in South Dakota, thanks to the marketing efforts of RMI.

Also, Germany was reported to have about a thousand western clubs, where people would dress up as cowboys and Indians to stage "Wild West" events. These portrayals widely came from western style films. With its wild and natural beauty, films such as these could easily be captured in the open and rustic areas of South Dakota. The great success in Europe of films such as Dances with Wolves has intensified the desire of many to visit western states like South Dakota. Films produced in this area have potential to draw a variety of travelers and possibly positively influence South Dakota’s economy.

International Tourism: Events

The Northern Plains Tribal Arts Show Located in Sioux Falls, this art show attracts visitors from all over the United States and also from several foreign nations. The largest newspaper in South Dakota, “The Argus Leader”, quoted Al Mueller, the owner of a South Dakota restaurant saying, “Foreign travel, especially from Central Europe, is just an unlimited market. They're coming in busloads, and they seem to have a lot of money.”

Rocky Mountain RoundupThe RMI event in South Dakota is the Rocky Mountain Roundup. This event provides an opportunity for businesses and other South Dakota organizations to meet face-to-face with targeted tour operators from Europe. It is a low-cost and efficient way for local suppliers to interact with international tour operators and test the waters for their business in a different environment. Both buyers and suppliers have found the roundup beneficial. (Wymar,1995).

Regional Tourism

Every fall thousands of people gather in South Dakota to participate in pheasant hunting. It has become a tradition for many families and friends in communities across the state and across the country. In 2009, South Dakota Tourism began celebrating this tradition with a marketing campaign called Rooster Rush. To continue the tradition, this year’s Rooster Rush campaign offers a great giveaway and an even greater opportunity to bring more hunters, conservationists, families and friends into South Dakota communities. The Department of Tourism will place advertising in target markets such as Minnesota, Wisconsin, Iowa and Nebraska, asking hunters to take part in this annual tradition. (South Dakota Department of Tourism, 2011).

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Local Tourism

According to Ashley Worth, the marketing research analyst for South Dakota’s Department of Tourism, the majority of South Dakota’s tourists come from the states of Minnesota, Wisconsin, Iowa, Illinois, Texas, Nebraska, Missouri, Colorado, and obviously, North Dakota. In 2011, Intercept Surveys at South Dakota Information Centers reported that these tourists spend an average of 4 to 4.5 days in the state; the average road trip lasts 14 to 15 days. From 2009 to 2011, there was a 1.2% increase in visitor numbers in South Dakota, compared to the 7% drop nationwide.

Local Tourism: Attractions

The Wall Drug StoreLocated in Wall, South Dakota, Wall Drug is seen by many as more of a theme park and shopping mall than just an average pharmacy. Free admission to the 76,000 square foot attraction includes:

Twenty-six retail stores A large restaurant specializing in buffalo burgers, homemade pastries and ice

cream A massive play area with a life-size T-Rex.

Featured on the Travel Channel website as an “extreme roadside adventure”, Wall Drug welcomes 2.2 million visitors a year, more than the entire population of South Dakota.

DeadwoodDesignated a National Histroic Landmark, the town of Deadwood, South Dakota contains marks from historical Wild West figures such as Wild Bill Hickok ,Calamity Jane along with several other outlaws, gamblers and gunslingers. The town has been restored to resemble its ancient frontier character and features attractions of its own including Broken Boot Gold Mine, the Days of ’76 Museum and Mount Moriah Cemetery. According to Deadwood.com, the town attracts millions of visitors each year

Interstate 90South Dakota’s Interstate 90 was recently ranked in the top five top roads to travel in America by the Huffington Post. Interstate 90 is 410 miles long, running east to west, from the border of Minnesota, passing through the Central Plains area, and then cutting through the Black Hills region. Along the four lane highway, many cities and small towns are present offering a variety of sites to see and amusement for all ages. It takes less than six hours to drive from Sioux Falls to Rapid City, but it is encouraged to make the trip last several days so a wealth of history and entertainment won’t be missed.

The route is even more pleasant in the summer, as the open countryside features wildflowers conveying all colors of the rainbow. The main road offers a very easy route to both the Black

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Hills and Mount Rushmore. South Dakota’s Department of Tourism offers a website to travelers with links to various cameras placed on main highways throughout the state (including Interstate 90) that film in both directions—east and west (www.safetravelusa.com/sd/cameras/).

Rapid CitySouth Dakota’s largest metropolis, Rapid City, is located in the foothills of the Black Hills, and is a good headquarters for many of the state’s main tourist attractions. The area is also known for its Western clothing shopping, Black Hills gold, and a variety of local food products. For those who are not interested in the unique shopping, the city offers some of the state’s best trout fishing.

Downtown Rapid City hosts a FREE special event every Thursday night during the summer months. “Summer Nights” showcases the town’s most talented musicians and artists and provides a plethora of snacks, beverages and games for children.

The first “Summer Nights” event began in 2007 in hopes to bring locals and tourists to the downtown Rapid City area. Coordinators planned on averaging 500 people each week. But by midsummer of its first year, the attendance rose to about 2,000 people per week. Just last year, the “Summer Nights” crowds rose to 5,000 attendants.

The coordinators of “Summer Nights” have created Facebook, Twitter, and YouTube accounts to keep those interested in the event as up to date as possible. Posts include band lineups, additions/changes to the schedule, weather updates, pictures, videos, etc.

Wind Cave National Park Located six miles outside of Hot Springs, South Dakota, Wind Cave National Park houses the world's longest and most complex caves. Its 28,295 acres are comprised of mixed-grass prairies, ponderosa pine forest, and a variety of wildlife. The 30 miles of hiking trails showcase a landscape similar to what the Black Hills pioneers witnessed in 1890.

The Department’s Presence on Social Media

South Dakota Tourism has seen the benefits of marketing their product on the following social media websites:

Facebook The South Dakota Department of Tourism uses their official Facebook fan page in a variety of ways. The first thing seen at the top of the page is a talking version of Mount Rushmore explaining what a Facebook page is and why this particular one should be ‘liked’. The info page provides several pieces of information including the department’s mission, contact information, links to its several websites, and an option to request a free South Dakota Vacation Guide.

The Facebook page is very interactive with promotions across the state as well as offers the ability for everyone to interact. When a visitor to the page leaves a comment or posts a picture, the social media guru for South Dakota Tourism replies, most often within the same day. The

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replies are very kind and personable, filled with comments and questions. This social media page is most certainly conversational and is used for community-building.

Currently, the profile picture for the page is a promotion for the department’s “Take Me Hunting” photo contest. Fans of the page are encouraged to upload a picture of their dog along with a one line description explaining why their dog is the best hunting companion. Upon submitting the photo, participants are automatically entered into the 2011 Rooster Rush Hunt & Gear Giveaway and are also eligible to win the eight once-a-week selections with prizes that include: a collapsible dog bowl, a baggie full of dog treats and a chew toy. The ultimate winner of the Hunter & Gear Giveaway receives a two-day three-night hunting trip, a 12-gauge shotgun and dog gear ("South dakota: great," 2011)

The Facebook page also allows visitors to book a vacation with BlackHillsVacation.com without ever leaving Facebook.

TwitterThe South Dakota Tourism account on Twitter (under the name @travelsd) describes itself in its info as “the official resource for information about South Dakota travel.” Tweets occur daily, as well as Re-tweets.

The accounts followed by South Dakota Tourism currently total 426, including some competing industry accounts and other important industry communication links including:

@TravelUtah, Utah Tourism Office: Marketing the state of Utah to the world

@OutdoorsNetwork, Outdoors-Network.com: The Outdoors Network is a social networking site dedicated to the outdoors enthusiast.

@exploreminn: There’s more to explore in Minnesota. @TravelWI, Travel Wisconsin: Wisconsin Department of Tourism.

Information for your next Wisconsin vacation or getaway. @SDGovDaugaard, Governor Dennis Daugaard: South Dakota’s 32nd

Governor @SDSnowBHills, South Dakota Snow Black Hills: Updates on the

snowmobile trail conditions in the Black Hills of South Dakota.

Not only are several neighboring and competing states being followed by South Dakota, but many of these competing industries are also following and keeping track of South Dakota as well. No conversing has been noticed, however, at least in the last month.

The tweets from the @travelsd account range in variety, from informational, to article links, to personable comments to followers, to praises, and even to promotional pictures from events or various places within the state. The most recent tweets are promoting Rooster Rush by engaging with followers who have mentioned Rooster Rush in their tweets. Other tweets are re-tweets from people who have mentioned what they are doing in South Dakota. It’s clear that the person maintaining this account is putting forth lots of effort to be engaged and involved with any discussion that relates to the state of South Dakota.

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YouTubeThe Official YouTube Channel for the South Dakota Department of Tourism also ranges in variety. Videos include ad spots for television, shots of South Dakota wildlife, sound bites from the South Dakota Governor, Mount Rushmore fireworks, and clips from the annual Buffalo Roundup. New videos seem to be added several times per month using many innovative and creative angles. The channel has been active since August 2007 and over 18,000 channel views have been recorded since this date, with 228 subscribers to the channel.

SWOT

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Strengths South Dakota’s use of social media is both strong and effective.

South Dakota promotes its open space for large scale opportunities.

South Dakota’s hospitality industry is one of its most driving industries, boosting the state’s economy.

Weaknesses South Dakota’s intrastate controversy over types of gambling has heightened tensions

between South Dakota and its Native American tribes.

South Dakota struggles to promote its events before they occur and to out of state consumers.

Opportunities South Dakota promotes its wide open spaces and natural beauty in a way that could

attract the film industry.

The “South Dakota Certified” beef branding campaign builds trust and quality of its agricultural output which could benefit the state as a whole.

The state of South Dakota has the opportunity was voted the #1 best state to start a business.

Threats The high cost and inconvenience of air travel limits tourism numbers.

The competition between neighboring states shortens the amount of time tourists spend within the state of South Dakota.

Problem/Opportunity Statement:

The South Dakota Department of Tourism will benefit most from drawing in new businesses. In order to do this, the department should fashion a campaign that creates a mutually beneficial relationship with businesses and their stakeholders to attract them to the state.

Plan We have developed the idea of the Go South Dakota! bus and it’s perfect for two reasons. First, it will serve as our main communication channel. We will have Go South Dakota! recruiters who

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will essentially live on the bus (the interior is designed like a small mobile apartment) and devote their entire year implementing our ideas into actual events. These recruiters will also be responsible for maintaining the Go South Dakota! website and utilizing social media to reinforce our campaign’s objectives.

In addition, it is our hope that the Go South Dakota bus! will become the main symbol of our campaign (see Appendix B). We’ve designed the bus around our newly created logo (see Appendix A) and feel that with enough promotion and hard work, the bus will eventually be able to advertise the state of South Dakota on its own without any extra help.

The various stops of the Go South Dakota! bus (both in and out of state) will be decided by our followers. We will be encouraging them to get on our website and other social media outlets to, to direct us to specific locations of where they would like to see our bus next. By doing this, our audience will feel included in the creation of our itinerary and that they have been heard.

The Go South Dakota! bus with small business owners

The first use of the bus will be targeting out of state businesses owners at various small business conferences and conventions. While there, we will give lectures and answer questions about the benefits South Dakota has to offer those involved with a small business. Also, we will pass out informational packets which we hope will shed even more light as to why it would be advantageous for them to bring their business to South Dakota. The informational packets will include:

print advertisements (see Appendix D & Appendix E) related news releases (see Appendix G) the CNN Money and Fortune article (see Appendix C) a quick fact sheet with money saving advantages and cost cuts South Dakota has to offer business profiles from current small businesses in South Dakota and their success stories

We also hope to utilize the two print advertisements in other communication channels such as business and flight magazines, as well as out of state billboards. The ads are purposely designed to portray simplicity, to stress the beauty of South Dakota and to get our major point across.

Finally, we will include our QR code on the packets to link the potential new businesses to our website. From there, they can access even more information from the South Dakota Chamber of Commerce. For the businesses we are not able to visit in person, we will have an option on our website for them to request the informational packet to be sent to them.

In addition, small businesses will be encouraged to sign up on our website for a chance to win an all expenses paid getaway to a major South Dakota city for the business owner and a guest. In order to register, businesses owners will need to include their name, company name, company size, email and mailing address. Winners will be selected twice a year. We will also utilize their contact information in order to send current news releases, promotions, rankings, etc. to these interested business owners. This will keep our state and its endless business possibilities fresh on their minds.

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The Go South Dakota! bus visits potential stakeholders

The second use of the bus will be targeting potential stakeholders … mainly, the families of our targeted small businesses. In order to convince small businesses to move their company to South Dakota, we feel it is necessary to excite their families about the state as well. To do this, we will send the Go South Dakota! bus to schools and libraries in various cities in neighboring states (see Appendix H for the flyer to these events). Not only can we get the children and families of potential small business owners excited about moving to South Dakota, but we hope to excite even those who might not have a small business interest. We feel this use of the bus is a win-win for the South Dakota Department of Tourism.

During the visits to the schools and libraries, various activities will be conducted and several gifts will be awarded. For example, in elementary schools, an assembly will give the opportunity for the recruiters to put on a Laura Ingalls Wilder play using some of volunteer students. Participating students will act out the story told by the recruiters in pre-made, appropriate costumes, and the remaining students in the crowd will be actively engaged by watching their peers while learning a new story.

In addition, we will provide history booklets to the children which will contain short amounts of text at the bottom of each page along with pictures at the top for them to color however they choose. This will serve as a take-away piece for the students and will allow them to bring materials from the day back to their home. The students will be also encouraged to submit their favorite picture creation your department for display on the Go South Dakota! website.

So as not to leave out older students and create an experience more likely to be enjoyed by their age group, the recruiters will make appointments with various middle and high school history classes. A short presentation will be given to these classes, especially depicting South Dakota’s rich heritage and culture/history, as well as the many wonderful attractions and landscapes that exist statewide. To engage students in two-way interactions and to ensure that the students have learned new facts about South Dakota, a short trivia game will be played. Winners will receive small prizes provided by the Go South Dakota! recruiters.

The Go South Dakota! bus visits South Dakota residents

The third use of the bus will be to reach South Dakota residents. We feel it is important to remind them how important they are to us and that we aren’t trying to replace them. Even though the bus will be traveling to neighboring states doing some recruitment and brand building, we plan to spend four months out of the year in the state of South Dakota. South Dakota has four regions; each month will be dedicated to a region. Within each region, we will visit two cities that the residents have selected for us through our website and social media outlets.

Our plan is to host a cook-off at each location. We will do this by partnering with local grocery stores who have agreed to help us in our beef promotion endeavors. Those participating in the cook-off will be asked to purchase South Dakota Certified premium beef at these specific stores and to create/use a recipe of their choice with the beef as the dish’s focal point. Participants will

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need to bring their receipts of their beef purchase in order to be reimbursed, which will be part of our partnership with the grocery stores. Community members, tourists and residents from other South Dakota cities will be asked to enjoy the recipes and vote for their favorites. The winning recipe will be featured on our GoSouthDakota.com website.

In addition to the beef competition, we plan to have an exterior projection screen showing movies filmed in South Dakota to highlight what the South Dakota film industry has already accomplished. By coordinating these events, we hope to remind our current South Dakota residents why they fell in love with this state and excite them to want to share this state pride with potential new businesses and families.

The Go South Dakota! website

We envision the Go South Dakota! website to be more of an online community”. Here users will have the opportunity take advantage of a variety of interactive tools and widgets, completely immersing themselves in the Go South Dakota! campaign and in the state as a whole. The sites components will include:

The bus tracker will showcase the journey of the Go South Dakota! bus. Each location will have its own link navigating the user to that particular location’s events complete with pictures, videos, anything related to that visit.

A Live Twitter Feed will not only indicate that we are on Twitter, but it gives non-Twitter users a chance to see what exactly is going on with the bus. The tweets will be under the name @GoSouthDakota and might say “Have you see us today?” or “Today we traveling to …”, etc. The tweets will be anything that engages the public with the bus, its destinations, its events, etc. We will also incorporate a Twitpic Trivia contest where the bus will be pictured in a certain location and users will have to guess where the bus is to receive recognition/prize.

The Virtual Postcard App is a chance for both tourists and people who have experienced the excitement of the Go South Dakota! bus to submit their personal photos into a generator that produces a virtual postcard and can be sent via email, Facebook, or Twitter. A postcard is a simple but powerful way to advertise a location and utilizing real pictures from real South Dakota vacations and/or experiences makes everything more personal.

The interactive blog will be a tool that users can use to engage with each other and talk about their South Dakota experiences, their Go South Dakota! bus experiences, and bounce comments off each other. Of course, we would have someone monitoring the conversation and possibly adding little nuggets of chit-chat to lead the discussion in a different path or whatnot.

The beef recipe index will allow users to submit and download their favorite beef recipes as well as make comments and extra cooking suggestions.

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The Laura Ingalls Wilder interactive virtual community will engage users with the pioneer lifestyle that Laura lived through. Users will create and become their own avatar and interact with other users to survive in the age of hunting, quilting, cooking, gardening, etc. This will also be linked to Facebook so friends of friends can be exposed to the game through Facebook’s Newfeed and join in the community as well.

Timeline

January 2012-May2012

Implement

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Objective 1: Target small businessesObjective 2: Target stakeholders

June 2012-September 2012

Implement Objective 3: Target South Dakota residents

October 2012-December 2012

Re-launchObjective 1: Target small businessesObjective 2: Target stakeholders

BudgetNo-Cost Materials

Online community activities Beef for cook-offs

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Accumulation of photos and videos News Releases Facebook & Twitter

Cost Materials The bus and its maintenance (gas, tire repair, oil change, etc.) Print materials Equipment for Laura Ingalls Wilder performances Printed T-Shirts with logo Any Postage/Shipping Salary for drivers and recruiters Movie projection equipment

Source List(2009). South Dakota lodging industry: 2009 State Overview. American Hotel & Lodging

Association, Retrieved from http://www.ahla.com/uploadedFiles/AHLA/government_affairs/State_Fact_Sheets/South_Dakota.pdf

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About South Dakota: History & Heritage of South Dakota. (2011). Retrieved from http://www.travelsd.com/About-SD/Our-History

Ackerman, W. V. (2009, Spring). Indian Gaming in South Dakota: Conflict in Public Policy. American Indian Quarterly, 33(2), 253-279.

Andrews, J. (2011, July/August). A night on the town. South Dakota Magazine, 27(2), 76-81. Retrieved from http://ehis.ebscohost.com.libdata.lib.ua.edu/eds/pdfviewer/pdfviewer?sid=93a71725-4359-48ab-a6ec-74e7cf2f623f@sessionmgr11&vid=2&hid=6

Cobb, C. K. (2006). South Dakota "steaks" its reputation on beef branding program. (Vol. 18, pp. 9-11). Minneapolis: Federal Reserve Bank of Minneapolis. Retrieved

from http://ehis.ebscohost.com/eds/detail?vid=4&hid=4&sid=c916da31-b12b-4e65-b1a1-1cbaa5b928eb@sessionmgr4&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ

Crazy Horse memorial: Frequently asked questions. (n.d.). Retrieved from http://www.crazyhorsememorial.org/faq/

Dailey, D. (2011). North Dakota oil patch booms into Northern hills. Rapid City Journal, Retrieved from http://rapidcityjournal.com/buttecountypost/news/north-dakota-oilpatch-booms-into-northern-hills/article_d2155564-0b2f-11e1-9dd2-001cc4c03286.html

Griffith, T. D. (2006, September/October). People of the Plains and Pines. Native Peoples Magazine, 19(5), 66-69.

MacPherson, J. (2011, March 07). South Dakota sheriff now oversees more bison than people. Retrieved

from http://abcnews.go.com/US/wireStory?id=1307270

Michaelson, M. (2006, September/October). Discovering South Dakota. Travel America, 16(2), 24.

National Restaurant Association. (2009). South Dakota Restaurant Industry at a Glance. Retrieved from <http://www.restaurant.org/pdfs/research/state/southdakota.pdf>.

North and South Dakota: The Quiet States. (2008). Retrieved from http://scenicdakotas.com/

Soderlin, B. (2011, October 11). Tourism marketing directs spending. Rapid City Journal, Retrieved from http://rapidcityjournal.com/news/tourism-marketing-directs-spending/article_e59eb30c-ee40-11e0-a9ef-001cc4c03286.html

South Dakota Department of Tourism. (2010). South Dakota's Great Faces Archives. Retrieved from <http://www.travelsd.com/Newsroom/Press-Releases/SD-Great- Faces-(1)>.

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South Dakota Department of Tourism, (2011). 2011 South Dakota rooster rush. Retrieved from http://sdvisit.com/programs/roosterrush/index.asp

South Dakota Economy. (2011, March 1). Retrieved from http://www.netstate.com/economy/sd_economy.htm

South Dakota: Great faces. Great Places. (2011). Retrieved from www.travelsd.com

South Dakota Tourism Industry Information. (2011). Retrieved from http://sdvisit.com/

The Huffington Post. (2011, October 19). The Best Roads to Drive in America. Retrieved from <http://www.huffingtonpost.com/2011/02/24/the-best-roads-to-drive-i_n_827929.html>.

Worrall, W. M. (n.d.). 10 best states for starting a business. CNN Money, Retrieved from http://money.cnn.com/galleries/2007/fsb/0711/gallery.Top10BestStates.fsb/

 Wymar, W. B. (1995). South Dakota International Tourism. (Vol. 53, p. 1). Vermillion: Business

Research Bureau. Retrieved from http://ehis.ebscohost.com/eds/detail?vid=2&hid=4&sid=c916da31-b12b-4e65-b1a1-1cbaa5b928eb@sessionmgr4&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ==

Soderlin, S. B. (2011). Tourism marketing directs spending. Rapid City Journal, Retrieved from http://rapidcityjournal.com/news/tourism-marketing-directs-spending/article_e59eb30c-ee40-11e0-a9ef-001cc4c03286.html

Appendix

Appendix A“Go South Dakota!” Logo

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Appendix B“Go South Dakota!” Bus

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Appendix CCNN Money: Small Business & Entrepreneurship Council Ranking

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Appendix DPrint Advertisement 1

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Appendix EPrint Advertisement 2

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Appendix FCook-Off Flyer

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Appendix GNews Release

FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT: Kristin Brown

Public Relations Specialist 256.339.5346

kmbrown1@crimson.ua.edu

South Dakota ranked #1 state to start a business

PIERRE, S.D. – December 5, 2011 – According to CNN Money and the Small Business

& Entrepreneurship Council (SBEC), the state of South Dakota has been ranked the number one

state in which to start a small business. The state’s lack of tax on personal income, capital gains,

corporate income and corporate capital gains as well as the low crime rate and low energy costs

led the SBEC to rank South Dakota so high on the business friendly scale.

The SBEC is a nonprofit group located in Washington, D.C. and advocates for reduced

government taxes and regulations on small business. Karen Kerrigan, CEO and president of

SBEC, said, “South Dakota has a great business environment. State officials know they have a

competitive advantage and they work hard to exploit it”.

The top 10 states in the ranking are: No. 1 South Dakota, No. 2 Nevada, No. 3 Texas, No.

4 Wyoming, No. 5 South Carolina, No. 6 Alabama, No. 7 Ohio, No. 8 Florida, No. 9 Colorado

and No. 10 Virginia.

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Appendix HBusiness Profile

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Appendix ISchool & Library Flyer

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