Executive Summary Revised

I took the advice of Bro Cannon to revise this executive summary. It should touch a little bit of every aspect of the campaign. He said he really liked the first paragraph so I kept it the same. Tell me what you guys think.

Even with rhythmic strums of the guitar and floor-shaking bass, Locus Live struggles to be heard. Locus Live is the only music venue in Rexburg yet it still goes unknown. Most BYU-Idaho students have either never heard of Locus Live or have yet to embrace this fast-paced music venue. With strong religious ties in Rexburg, it remains difficult to penetrate the negative reputation that comes from loud music and wild dancing.

Locus Live was formed in late 2008 to quench BYU-Idaho’s thirst for entertainment. Locus Live has hosted several dance parties, band performances, and concerts since opening its doors. Locus Live uses the money it reaps to expand its audience and to give back to the community through charitable donations. Though there is a great opportunity for growth here in Rexburg, Locus Live must hurdle the obstacles of low awareness and bad reputation.

The goal of this campaign is to increase public awareness and shed positive light on Locus Live. Surveys have been used to observe how BYU-Idaho already feels about Locus Live. Through this campaign effort, Locus Live will host several high school and BYU-Idaho events to increase reputation, while implementing social media such as Twitter and YouTube to increase awareness. Attainable goals are set, and results will be measured in order to confirm progression in both awareness and reputation among BYU-Idaho students, high school students, and all other citizens of Rexburg.

Executive Summary Draft

Ok, so I emailed it and I posted it just so everyone is updated. Correct it as see fit.

Executive Summary

Even with rhythmic strums of the guitar and the floor-shaking bass, Locus Live struggles to be heard. Locus Live is the only music venue in Rexburg yet it still goes unknown. Most BYU-Idaho students have either never heard of Locus Live or have yet to embrace this fast-paced music venue. With strong religious ties in Rexburg, it remains difficult to penetrate the negative reputation that comes from loud music and wild dancing.

Locus Live’s intent is to awaken Rexburg to something fresh, something new. Locus Live was formed in late 2008 to quench BYU-Idaho’s thirst for entertainment. In such a short time Locus Live has hosted many dance parties, several band performances, and tons of concerts. Locus Live caters to both high school and University students, each having separate nights to enjoy the fun. It is fast-moving and energetic, but still appeals to those who want something mellow and relaxed. Locus Live uses the money it reaps to expand its audience and to give back to the community through charitable donations.

The goal of this campaign is not only to make sure Locus Live is heard, but that it is heard well. The campaign will dramatically increase public awareness and it will shed positive light on Locus Live. The campaign will also show Rexburg that Locus Live is a business dedicated to serving the community. Locus Live will host both high school and BYU-Idaho events while implementing the media to increase reputation. Through this campaign Locus Live will not only be known, but well-respected.

One word to describe Locus Live

One word nos
chill-time
outside(2)
stage
interesting
fun(20)
loud (5)
upstarts
dancing
smorgasbord
pain
entertaining
good music
Music (8)
boring
guitars unplugged
show
Live music (2)
lame
chaos
live bands
bomb
sweat
opportunity
relax
jazz
sweet (2)
wonderful
good
cool (2)
bands (4)
concert (4)
dirty
local
cost $
not good
noise
children
real
intriguing
social

One word yes
awesome (3)
dance
sweet
bloody brilliant
scary
social
fun (5)
sweetness
like grasshoppers
cool
inconvenient
lame
party (2)
never been
music

Survey Images

Just the same click on them to enlarge and then save them! Thanks all! B

Visually

Is this setup better for the blog? I understand that some of you had trouble reading the silver on black....

TARGET AUDIENCES

 

BYU-I Students

 

This campaigns primary target audience is the BYU-Idaho student body. Locus Live’s main customers are college-aged students.

 

·      BYU-Idaho students are a near limitless supply of young adults who are often entertainment deprived. Students need the options of activities away from campus provided events.

 

·      A specific target audience within the student body is single students.

o   Single students need a venue to meet and mingle with each other on the weekends. Being in a community with limited options of entertainment, Locus Live would provide an alternative.

 

Rexburg community

 

A secondary target audience is the Rexburg community. Some specific audiences include high school students, non-BYU-I college-aged students living in Rexburg, off-track college students and parents of the locals who will be attending the shows.

 

·      High School-age Rexburg students are not quite as numerous as their collegiate counterparts; the high school demographic can be a strong support to the economic side of things, given that they have access to their parents’ money. As research goes Locus Live has had a hard time in the past getting high school aged students to come to dance parties and live shows. They held a specific night for high school students and were low in attendance.

 

·      Non-BYU Idaho college-age students living in Rexburg may feel excluded from on-campus activities. Locus Live would include them to be part of events unlike BYU-I student-only activities. Plus, they would be more willing to go to a show if they thought it would be entertaining.

 

·      Off-track students tend to stay in Rexburg and work full time jobs to support their next semester. They need a source of weekend entertainment.

 

 

·      Parents of locals who are attending the shows are concerned that Locus Live is not an appropriate venue for their children. The locals include high school students and college-age students who live in Rexburg. Locus Live wants the parents to feel that their children are attending a safe event. A safe environment includes precautions taken toward the use of drugs and alcohol, preventing brawls and physical encounters by having security.

 

Local Media

 

Our tertiary audience is the local media because it has the ability to promote Locus Live to the college students and community. Three main media include the Scroll student newspaper and television.

 

·      The Scroll is a BYU-I newspaper that reaches the mass student body each week.

 

·      The television broadcasts local news events. This medium of advertisement could provide Locus Live publicity.

 

 

           

 

data for Ryan

Avg. amount of ppl at the dance parties- 600
Avg. amount of ppl at band performances- 20 to 300 depending on band

goal and objectives

Goals and Objectives

The goal of this campaign is to raise the positive image of Locus Live and to augment the awareness of Locus Live among BYU-Idaho students, college-age residents not attending BYU-Idaho, and high school age residents of Rexburg. The campaign will increase positive community perception and it will amplify service awareness to BYU-Idaho students and college-age residents not attending BYU-Idaho in order to create an awareness of the charitable contributions Locus Live provides to the community. The campaign will:

• Increase positive image of Locus Live among BYU-Idaho students, college-age residents not attending BYU-Idaho, and high school age residents of Rexburg by 15 percent annually
• Increase awareness to BYU-Idaho students, college-age residents not attending BYU-Idaho, and high school age residents of Rexburg by 20 percent annually
• Increase positive community perception to BYU-Idaho students and college-age residents not attending BYU-Idaho by 10 percent annually
• Increase service awareness to BYU-Idaho students and college-age residents not attending BYU-Idaho by 10 perception annually
  

Final Survey

LOCUS LIVE SURVEY

The point of this survey is to gather information to help Locus Live better understand the role they play in the community of Rexburg. We appreciate your time and willingness to participate. All surveys will be anonymous.

Have you heard of Locus Live?

Yes / No

If no, how likely would you be to go to a Live Music Venue here in Rexburg?

Not very likely / Somewhat likely / Very likely

If no, in one word, please describe what you think of when you think of a Live Music Venue. ___________

If yes, in one word, please describe Locus Live. _____________

 

If you are interested in going to Locus Live, how often per month would you like Locus Live to have a dance party?

1 time / 2 times/ 4 times

 

How often per month would you like Locus Live to have a live band performance?

1 time / 2 times / 4 times

 

Rate the top 3 genres of music you would most like to hear at Locus Live with 1 being the highest and 3 being the lowest.

___Country              ___Hip-Hop                ___Indie            ___Punk       ___Jazz

 

___Rock            ___Acoustic      ___Folk    ___Hard-core     Other_________­­­__

 

Locus live is a local music venue who often donates their proceeds to charity.

How often would you like the performance or dance party proceeds to go to charity?

1 time / 2 times / 4 times

 

Would you be more likely to attend a dance party or live band performance if you knew proceeds were going to charity?

yes / no

 

Thank you for taking the time to complete the survey!

Scan 2

click to enlarge

survey

With the 4th of July weekend I didn't get this out this weekend. I'm going to get this out Monday morning if I can. Tell me what you guys think. I think it's a little long and maybe some of the wording could be better. Are there any other questions you guys would like me to ask? This is just a draft and I will make sure it looks good before sending it out. Tell me what y'all think.

Have you heard of Locus Live?
Yes / No

If no, how likely would you be to go to a Live Music Venue here in Rexburg?
Not very likely / Somewhat likely / Very likely

If no, in one word, please describe what you think of when you think of a Live Music Venue. ___________
If yes, in one word, please describe Locus Live. _____________

Locus live is a local music venue who often donates their proceeds to charity.

If you are interested in going to Locus Live, How often per month would you like Locus Live to have a dance party?
1 time / 2 times/ 4 times

How often per month would you like Locus Live to have a live band performance?
1 time / 2 times / 4 times

How often would you like the live band proceeds or dance parties to go to charity?
1 time / 2 times / 4 times

Would you be more likely to attend a dance party or live band performance if you knew proceeds were going to charity?
yes / no

Revised Background

The term “locus” means a center and source of all activities and power. Locus Live is the only full-time live music venue in Rexburg. Locus opened its door in December 2008 when four Brigham Young University Idaho students, Brad Saurer, Leif Yorgason, Jared Pett and Kevin Wickel, decided that Rexburg needed a venue where local bands could play. Rexburg is an entertainment-starved, college town where the only place a local band could play are places like a run-down theatre, clothing stores, or at a friend’s house. Locus Live is intended to help out any Rexburg or out-of-town band to be heard in a cheap and easy way. The first four months of Locus in business resulted in over 60 booked bands, 50 concerts and 4 dance parties. No matter what music genre or popularity, Locus is willing to give any band a shot with no expense to them.

The company, though still small, has put all money made as profit towards helping the company grow. Locus has moved locations twice and is moving once again to the perfect location right next to the college campus. Beginning September 2009 Locus Live will open once again with a renewed sense of purpose. Dance parties will extend to every other weekend and live shows every weekend. Operating hours are from 9 pm to 1 am on Fridays and 9 pm to 12 am on Saturdays. Locus is willing to pay DJ’s and bands half of what they bring in up to $500. Locus Live is a venue dedicated to serving the community of Rexburg as well as providing a music outlet that Rexburg can be proud of.

~Thanks to Kelsey and Laura

Target Audiences (no pun intended, but we ARE talking about the middle East)

Target Audiences

In Iran- (66.4 million people)
Iranian Persians (51 percent of the population)
Male
Female
Iranian Azeri (24 percent of the population)
Male
Female

The Iranian people are diverse, as is their culture, so we’ll make an attempt to target the 4 largest audiences. (While they could be broken down into even smaller groups, we felt it unnecessary at this time.) Between these four audiences, we can reach the bulk of the Iranian population.

In Israel- (7.2 million people)
Jews (76 percent of the population)
Israel-born (67 percent)
American-/European-born (22 percent)
Non-Jewish (23 percent of the population)

These three demographic groups cover the population of Israel. Because of the difference in lifestyle, each group would have specifically tailored messages.

In Pakistan- (176.2 million people)
Punjabi (44 percent of the population)
Pashtun (Pathan) (15 percent of the population)
Sindhi (14 percent of the population)

With such a large population, it would be difficult to reach everyone, so these audiences are broken down ethnically, and looked at purely from a numerical standpoint. It would be most effective to reach out to each group individually, tailoring the message to each.

objectives

The goal of this campaign is to raise the positive image of Locus Live and to augment the awareness of Locus Live in Rexburg. The campaign will increase positive community perception and it will amplify service awareness to the community. The campaign will:

Objective:

• Increase positive image of Locus Live by 15 percent annually
• Increase awareness to the Rexburg citizens by 20 percent annually
• Increase positive community perception by 10 percent annually
• Increase service awareness to the community by 10 perception annually

What do you guys think?

survey question suggestions from Kelsey

How often per month would you like Locus Live to have a dance party?

1 time/2 times/4 times

How often per month would you like Locus Live to have a live band performance?

1 time/2 times/4 times

In the past, Locus Live has donated to local charity or those in need. How often per month would you like Locus Live to host either a dance party or live band performance with proceeds going to charity?

1 time/2 times/4 times

Would you be more likely to attend a dance party or live band performance if you knew proceeds were going to charity?

yes/no

scans of first rough

You can click on the image to make it bigger!

Background Analysis

Soooo Brad (owner of Locus Live) is on a field trip at a place where no cell phone reception is available. He called me this morning but I was running out the door for class. We made plans to talk tonight so I could ask him all of the background questions. I've tried calling a couple of times with no luck. So! I just went ahead and wrote the background with what I knew (and maybe added a little extra...)

-Kelsey

*Please comment with any suggestions as needed

Locus Live is the only full-time, legit live music venue in Rexburg. Locus opened its door in December of 2008 and has been pumping out live band shows and dance parties ever since. Brad Saurer, founder and owner, wanted there to be a place where local bands could play and not deal with the “who do you know” attitude for bookings. The name “Locus Live” was determined by vote by the students of Brigham Young University of Idaho and the residents of Rexburg. It’s through ways like this that Locus strives to involve and cater to the people that live locally. Locus encourages people to come out and be a part of the fun and clean atmosphere that they provide.

*I will be the one to bring finished copy with everyone's parts posted on the blog

Situational Analysis

Target Audiences

BYU-Idaho students – A near-limitless supply of young adults who are often entertainment-deprived, or feel like they want to do something away from campus, which tends to be the central hub for any entertainment in Rexburg.

College-aged Rexburgers not attending BYU-I – These young people may feel excluded from on-campus activities, and would, more than likely, be willing to go to a show if they thought it would be entertaining.

High School aged Rexburg residents – While not quite as numerous as their collegiate counterparts, the High School demographic can be a strong support to the economic side of things, given that they generally have access to their parents money, and if our image is classy enough, parents wouldn’t mind their kids coming to see some music in a wholesome environment.

SWOT Analysis

Strengths-
Local live music venue
Role in the community – Small town with limited entertainment
Broad target range (school and community)
New and more adaptable
Run by open-minded, flexible college students
No real competition

Weaknesses-
Not well known
Inaccurate reputation
Not appealing to music tastes of certain publics
New, with little promoting
Poor, not much access to money

Opportunities-
Publicity; scroll, radio, text message, posters, e-mail, etc.
Dense population- easy to reach
Entertainment-deprived community

Threats-
Overly conservative environment
Competition with school activities
Other venues (Westwood, Pocatello, Idaho Falls, Agenda Clothing, House Parties)

Objectives by David and Brittani

Objective
· Steady flow each day open
1. Discount nights
· Raise awareness
1. Online calendar
2. Company analysis in Scroll
3. T-shirts
4. Survey
5. Mass text ( Write down your phone number when you go to Locus)
6. Blog or website
7. You get $1 off if you have a profile picture with a Locus logo. This way Locus can add you as a friend on Facebook and give you update from time to time.
· Raise reputation
1. IBC programs
2. DJ school events / dances
3. Rent out speakers to school
4. Free shirts ( different color shirts for those who don't work there )
5. On website have modest pictures and video feeds
6. Locus Music Lodge( It needs to have a good name, so people don't associate it with a club)

Background Analysis

DOES ANYONE WANT ANY ADDITIONAL QUESTIONS TO CONTRIBUTE TO WHAT WILL BE THE FINAL BACKGROUND ANALYSIS?

overview of your organization:

· Why did you start?
· What were you trying to accomplish?

its size, scope:

· What’s the avg. amount of people at your dance parties?
· What’s the avg. amount of people at your band performances?

organizational structure:

· How many owners?
· What is everyone’s main role?
· Do you hire outside help (i.e. DJ, promoters, investors?)

location:

· Where?
· Why?

whatever else gives us clear and thorough understanding and perspective of whatever/whomever you are doing for your campaign:

· What’s makes you guys unique or special (only live music venue)
· Did you purposely pick out these other people (b/c maybe of talents) or did they just fall in your path?
· How many concerts and how parties did you through during the winter semester?