Prime Communications has developed a campaign that will provide Colter’s Creek with tools to prepare the company for receiving their American Viticultural Area license. We plan to prepare Colter’s Creek for their recognition and bridge the gap between Colter’s Creek and their target audience. Prime Communications has identified Colter’s Creek Vineyard and Winery’s area for growth is their lack of presence and awareness among the regional community. We hope to prepare Colter’s Creek with materials and execution plans in celebration of their approval of its own AVA in 2015. Prime Communications’ second goal is to increase Colter’s Creek presence in the community and better understand the target audience. Once our goals are completed, Colter’s Creek will be recognized as an established and award-winning winery, vineyard and restaurant in the state of Idaho. The primary audience are the communities of Clarkston, Moscow, Pullman, Orofino, Lewiston, Kendrick and Juliaetta. The age group of our audience encompasses mid-twenties and mid-to-late thirties. These individuals range from hunters, business minded people, stay at home parents, students, professors, foodies (individuals who travel for food and wine), artists and active individuals who enjoy the outdoors and being involved in their community. The racial demographics of these communities generally comprise of non-Hispanic and African American. The secondary audience breaks into two groups: tourists of the primary communities and residents in the state of Idaho. To achieve our client, Melissa Sanborn’s, vision of “grow local, drink local” it is essential to create a campaign that will attract the state of Idaho. Education and understanding of this campaign’s audience is essential for an effective and efficient execution. Prime Communications will conduct research through observation and surveys to better understand the primary, secondary and tertiary audiences. It is from the findings of these research methods that the tactics of this campaign will be tailored to effectively meet the goals and objectives set for each respective audience group. Colter’s Creek has provided a generous budget of $20,000 to $30,000 to a public relations campaign. This money can be used to launch the new label and implement the tactics for the campaign. Prime Communications has included a budget breakdown to further explain how this money will be spent. Thank you again for the opportunity to represent your company and the opportunity to submit Colter’s Creek’s first public relations campaign.

EXECUTIVE SUMMARY

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For our campaign to be a success Prime Communications developed and facilitated a survey of the target audience to understand their drinking habits and perspective of wine. Another method of research will be a judgmental assessment, this will be conducted by inviting local winery owners or regulars and ask them to express what they believe to be the strengths and weaknesses of Colter’s Creek. Another way to gather research is to ask each party that dines or drinks at Colter’s Creek to fill out a “personal survey” after their dining experience. Having this knowledge it will provide Prime Communication and Colter’s Creek knowledge about the target audience and their overall perceptions of the business and products. Below is a list of Colter’s Creek’s strengths, weaknesses, opportunities and threats, as identified and considered by Prime Communications:

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

-Beauty of product and winery image-Location of the winery on the Potlatch River-Awareness and implementation of sustain ability efforts-Facebook presence with high ratings and engagement-Blog included on website and somewhat frequently updated-Twitter presence with continuous posts and interactions-Knowledge of wine and creating wine-Sales to a variety of states in USA

-Website lack of consistency throughout pages-Minimal recognition for quality wine-grape growing area-Consistancy updating social media accounts and blog on website-Location isolated from larger cities-Lack of advertising

-Share wine with a larger community-Recognized AVA by the U.S. Department of Treasury-Business to business sales and publicity-Examine similar businesses for further opportunities-Increased awareness of business may lead to greater recognition in the area-New specials to draw in customers-Prize giveaways through social media contests-Expand fundraising opportunities for organizations-Live music and art shows to draw attention to company and in-house services

-Other wineries and vineyards in the area-Location isolated from larger cities-Similar business located in nearby towns-Cooperation with weather

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INITIAL RESEARCH

Problem and Consequences Colter’s Creek Vineyard and Winery currently lacks efforts being made to increase their regional presence and recognition. This needs to be addressed through modernization and transformation of current efforts being made to promote Colter’s Creek, before the new AVA label is released. Prime Communications seeks to modify the attitudes our current audience has about Colter’s Creek. As a result of this campaign, we want regional and local audiences to be educated on Colter’s Creek’s existence and products as well as begin building upon local customer loyalty. If the lack of current public relations and advertising efforts is not altered, Colter’s Creek will be unable to maintain and gain positive impacts from the new AVA label. Colter’s Creek will therefore plateau at their current audience and customer basis instead of growing. Prime Communications plans to redirect efforts to gain both profits and customers.

SITUATIONAL ANALYSIS Prime Communications’ situation analysis of this public relations plan contains information regarding the current internal and external environments of Colter’s Creek Vineyard and Winery. As Prime Communications, the situation we have encountered is to more effectively communicate Colter’s Creek’s mission: To produce outstanding wines from locally grown grapes, to involve the community in the process, and to engage a wide range of wine drinkers. Colter’s Creek is currently owned by Melissa Sanborn and Mike Pearson and assisted by four part-time employees. Sanborn and Pearson purchased their now 11 acres of land in 2007. As a winery, Colter’s Creek produces the following bottles of wines from grapes, grown in Idaho: Chardonnay, Syrah, Arrow Rim Red, Koos·Koos·Kia Red, and Cabernet Franc. Colter’s Creek also has a tasting room located on the main street in Juliaetta where Pearson enjoys composing foods that complement their various wines. One could hardly tell that the elegant tasting room is housed by a building that is more than 100 years old. Based on discussions with Sanborn, we understand the public relations problem encountered is a lack of awareness of Colter’s Creek’s products and services among nearby communities. To address this issue, Sanborn has taken it upon herself to get Colter’s Creek more involved with social media applications, such as Facebook, Twitter and a blog on their website. Sanborn posts content relevant to their wine, upcoming events, and news about the industry in Idaho to Colter’s Creek’s Facebook consistently, as a way to drive traffic to their website and increase awareness. As a small business, Colter’s Creek has not had the desire or opportunity to use public relations or other communications tactics to increase awareness of their products and services in and around Idaho.

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TARGET MANAGEMENTAudience Identification and Messages Prime Communications has identified the primary audience of Colter’s Creek’s campaign to be those who live in the Clarkston, Moscow, Pullman, Orofino, Lewiston, Kendrick and Juliaetta areas. Specifically focusing on men and women between the ages of 21-mid-late 30s will allow for an increased awareness of the products and services provided by Colter’s Creek. Prime Communications is trying to persuade these individuals that a small, local winery can produce the quality wine they seek. Cooperation from other local wineries and wine bars within the target audience communities will also be pivotal in the success of this campaign. The assistance in promoting and creating a conversation about Colter’s Creek wines will help influence others to try their wine and support a locally established and operated business. The primary audience of Prime Communications’ campaign for Colter’s Creek has been identified as men and women between the ages of 21-35 years old that live in the areas of Clarkston, Moscow, Pullman, Orofino, Lewiston, Kendrick and Juliaetta. The key message that will be important to send to this audience is their patronage is supporting a local business. The secondary audience of this campaign will target men and women between the ages of 21-35 that are tourists to our primary communities or residents in the state of Idaho. Targeting these individuals may help influence the primary audience if the campaign is successful in communicating to them that Colter’s Creek can produce a quality, financially reasonable wine. Lastly, the campaign’s tertiary audience has been identified as the respectable town’s and city’s chambers of commerce and the Idaho Grape Growers and Wine Producers Commission. Establishing a relationship with the chamber of commerce of Moscow, Pullman, Orofino, Lewiston and Clarkston and the Idaho Grape Growers and Wine Producers Commission will serve as an endorsement for Colter’s Creek in showing their support of local businesses to their established communication audiences.Audience Objectives This campaign’s objective is to influence our primary audience’s behaviors, attitudes and awareness. This campaign will strive to get 21-35 year old men and women in Clarkston, Moscow, Pullman, Orofino, Lewiston, Kendrick and Juliaetta to try Colter’s Creek wines, support a locally owned business and increase the awareness of its products and services. As for the secondary audience, this campaign’s objective will be to increase awareness. This campaign will focus on communicating to men and women, 21-35 years old, that are visiting the region or reside in the state of Idaho. Prime Communications plans to show this audience that Colter’s Creek is a local vineyard and winery that offers an opportunity to support local products and enjoy a wonderful dining experience. Lastly, the campaign’s objective for the tertiary audience is to use their communication networks to increase awareness of Colter’s Creek. Although Colter’s Creek may not fall under the city limits of Clarkston, Moscow, Pullman, Orofino, Lewiston and Kendrick, it is this campaign’s objective to influence these chambers of commerce to support a local business, with potential to increase tourism in the greater area.

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CAMPAIGN GOALPrime Communications’

goal is to provide Colter’s Creek with a campaign that

will increase the Colter’s Creek’s audience in preper-ation for when the vineyard

and winery receives the AVA license in

2015

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-Increase awareness of Colter’s Creek’s products and services, specifically to increase the number of regional customers.

-Increase acceptance of local and regional audiences, specifically to maintain local and increase regional positive attitudes toward products and mission to increase locally grown products

-Increase action of tourists and locals in Northern Idaho, specifically to increase their awareness and purchasing of Colter’s Creek products and services.

CAMPAIGN OBJECTIVES

CAMPAIGN TIMELINE

JULY 2014

AUGUST 2014

JUNE2014

-Coupon Specials Released-Contact UIdaho and WSU Departments for Social Media Intern-Social Media promotions

-Announce wine label design contest-Rebrand menu and include customer survey-Social Media promotions

-Complete outdoor patio-Send press release of completed patio-Social Media promotions

SEPTEMBER 2014

OCTOBER2014

NOVEMBER2014

DECEMBER2014

JANUARY2015

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-AVA License Approved-Grand Re-Opening-New Label Announced

-Final preparations for Grand Re-Opening-Vineyard and Winery Virtual Tour-Social Media promotions-Community lable competition

-Black Friday Special-Social Media promotions

-Colter’s Creek Date Night-Feature Story Released-End of wine label design contest-Social Media promotions

-Palouse Survival Kit coupon released-Kendrick-Juliaetta Blackberry Festival-Berry Picking Events-Collect data from customer surveys-Social Media promotions

CAMPAIGN STRATEGY

a. Customer Survey

b. Social Media Promotions

c. Rebranding

d. Advertisements

e. Community Involvement

CAMPAIGN STRATEGIES and TACTICSa. Customer Survey The goal of the survey is to better understand the perceptions of Colter’s Creek’s target audience. Once the survey is completed, the data will be studied and then Colter’s Creek will have a better understanding of how to cater to the needs of the target audience. Prime Communications conducted an informal public survey to gauge the public’s awareness of Colter’s Creek. In this study of 100 people, ranging from 18 to 66 years old, opinions on their wine consumption behaviors and what influences them to seek a dining experience were recorded. Our research found 80% of our target audience is willing to drive 0-30 minutes for a dining experience. A little more than 9% of our audience said they would pay more than $20 for a bottle of wine and 56% would pay between $11 and $20 for a bottle of wine. The research also found that 86% of those surveyed had never heard of Colter’s Creek. It is recommended that another survey be conducted during this campaign to understand current customers and their perceptions.

b. Social Media Promotions Prime Communications plans to launch social media is an inexpensive way to reach the primary and secondary audiences. Social media is a great tool that quickly spreads information through constant updates and allows followers feel connected to Colter’s Creek. Prime Communications has created a hashtag campaign to promote Colter’s Creek products, the organization and the greater Clarkston Valley region. Along with the promotion of products, this will enhance a relationship between Colter’s Creek and the target audience. Through social media, there will be promotions and invitations to upcoming events and giveaways. The goal of this social media campaign is to make the target audience feel as if they are involved in Colter’s Creek’s journey in becoming a nationally renowned vineyard and winery using the following hashtags through applications such as Facebook, Twitter and Instagram:

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winejunkie About 200? #ilovecolterscreek

Ever wonder how many #grapes it takes to make a glass of #wine? Let us know your guess and the closest guess gets a glass on us!

colterscreek

colterscreek

#wineanddine #colterscreek#uncork #idahowine#unwine #winetime#localvineslocalwines #idahograpes

The internship opportunity networks with the local universities, University of Idaho and Washington State University to find an intern to take on some of the social media responsibilities for Colter’s Creek. Having an intern is a benefit because the key for social media to be a success is to stay up to date. An intern will keep Colter’s Creek social media current. An internship also creates a relationship with the school and is an opportunity for an individual to have hands on experience.

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c. Rebranding The new redesigned label is a six month campaign that will provide the artistic members of the community to shine. Through press releases to local newspapers and social media Colter’s Creek will ask individuals to turn in what they think Colter’s Creek new label should look like. Social media posts for the new logo will read things like, “keep on sending new logo ideas! We love what we are getting so far!” This interaction between Colter’s Creek and the community will bring the community together and promote Colter’s Creek as a locally. A virtual tour will take website viewers behind the scenes of Colter’s Creek.Research has shown that people like to feel included. Providing a virtual tour will also give customers a sneak peek of what to expect when they visit Colter’s Creek. The virtual tour will significantly focus on the uniqueness of using all locally grown grapes, as a means to drive traffic to the tasting room, vineyard and winery.

d. Advertisements Advertisments will be used to increase the circulation of the name Colter’s Creek to the entire state of Idaho. We hope to provide Colter’s Creek with an opportunity to control the content that is being shared in a creative and personal way. Using local newspapers such as The Lewiston Tribune, Daily Evergreen, The Argonaut and The Sun Valley Magazine, Colter’s Creek will emphasize the message of, “local vines, local wines.” The advertisements will promote the Lewisclark Valley and invite the target audience to the winery. Since advertisements can be expensive and difficult to measure the success of the ad used, it is important to run advertisements in mediums that will have the largest impression on the target audience. Coupons are another effective form of advertising and create incentive for customers to visit Colter’s Creek’s tasting room in Juliaetta. The Palouse Survival Kit is a source that Prime Communications found will reach out to the community of the Palouse and increase awareness and encourage people to come visit the winery.

e. Community Involvement To emphasize the message of “local vines, local wines,” it is essential to include the community with Colter’s Creek through events. The Blackberry festival is an opportunity to create a memorable experience for the target audience by setting a barrel outside of the winery for people to smash berries. This is a fun and creative way to educate people about how wine used to be made. The social media post will be, “Come get your toes dirty while we teach you all about wine.” Attached will be a picture of someone smashing berries. Along with the berry smashing a raffle for a free bottle of wine will be included. The winner of the bottle will be announced on Facebook and the only way to get the prize is to come visit Colter’s Creek. This is a fun and creative way for the target audience to create a memorable experience with Colter’s Creek.

Influenced by the UIdaho Cycling team picking berries last September, Prime Communications saw berry picking as an opportunity for Colter’s Creek to reach out to local groups or school organizations. We plan to promote berry picking through press releases, as a chance to raise money for organizations. Once a group is confirmed Colter’s Creek should contact a KLEW and present it as a local group working on a local vineyard to raise money for their club. It is a great feature and feel good story that people love to hear about. If UIdaho participates contact Julie Scott in the Digital and Broadcasting Department at the UIaho. Scott is producer for the Universities’ TV show Inside the Vandals, the show is aired locally, KLEW, KXLY, KTVB and circulates to states reaching as far as Florida. Social media post for berry picking, “ We’re getting ready to pick our first #Chardonnay grapes of the season! What is your favorite #colterscreek wine? Tag and share with us your picture and be entered to be this week’s #weeklywinewinner and win a free bottle on us!” The post interacts the social media community with Colter’s Creek.

Date night is a chance for Colter’s Creek to meet the needs of the target audience who wants to go out and have a good night without thinking about the ride back home. Colter’s Creek will provide a ride from one of the primary target audience locations to Colter’s Creek winery. Marketing for this will be done through social media and newspaper advertisements. This is a creative way to bring people to the tasting room. The price for the evening will be framed around the cost of the transportation, bottle of wine, food and memories of the night.

The rebranding party will introduce the label winner and the new AVA label. Prime Communications plans to send personal invitations to each vineyard that is receiving their AVA license, along with restaurant owners from the target audiences. This party is also a chance for Colter’s Creek to thank the local community of Juliaetta along with those who work the vineyard and express how much Colter’s Creek is looking forward to what will come with the new AVA license.

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$800

$12,000

$4,000

$490

Social Media Advertisment Community Events Coupons

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CAMPAIGN BUDGET

Social Media $800-Advertising on Facebook

Advertisements $12,000-Magazines Sun Valley Magazine-Newspapers Argonaut Daily Evergreen The Lewiston Tribune

CAMPAIGN BUDGET TOTAL: $17,290

Community Events $4,000-Food/Wine-Entertainment-Party Bus-Business out of Lewiston

Coupons $490-Palouse Survival Kit

Audience Prime Communications will be collecting the final evaluations and sharing this information will Mike Pearson and Melissa Sanborn – co-owners of Colter’s Creek. We will discuss the results we have found from this information and ask for their feedback and what public relations efforts they felt to be more effective or ineffective. We will work together with both Pearson and Sanborn to better understand why public relations and advertising efforts are necessary for a company looking to grow. This final evaluation will help Prime Communications and Colter’s Creek reflect and summarize the public relations efforts made and discuss campaigns for the future. At this time we will also evaluate our ability to reach the goals set before launching our campaign. Prime Communications will provide honesty and transparency when discussing this campaign with each other and decision-makers within Colter’s Creek. Prime Communications began with the value of honesty and truthfulness and is determined to use this president throughout our campaign and reflection. It is our belief that Prime Communications will be better able to help and improve the companies we work with through using honesty, constructive criticism and reflection in our final evaluation.

Final Evaluation Prime Communications has developed a timeline for evaluation that will include before, during and after campaign assessments and evaluation. This strategy will help Prime Communications and Colter’s Creek work together and better understand the efforts being put forward. These continuous evaluation techniques will also allow decision makers at Colter’s Creek to be heavily involved in the campaign and assuring the campaign is useful for their business. This evaluation program is also clearly linked to the objectives Prime Communications has established and if we are accomplishing our objectives. These evaluations are also appropriate to other resources, cost and time. Prime Communications has prioritized these efforts because we understand how helpful they will be to the development of our campaign. We understand these efforts may be time consuming but they will help us to measure if our campaign is working or not while there is still time to adjust our efforts, instead of only evaluating after our campaign is complete.

Prime Communication will create an evaluation will also be aligned with our ethical and social responsibilities. The means used to gather our data will be unbiased, credible and accurate. We will also gather from a sample size that will reflect our audience proportionately and carefully choose the questions asked to avoid persuasion or biases. Prime Communications plans to use this final evaluation to gather information, adjust or campaign and accomplish our objective to revamp and relaunch Colter’s Creek with a new AVA recognition and label.

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ABOUT the TEAM

Shelby DonaldShelby is from Lone Tree, Colorado and will be graduating from the University of Idaho in December of 2014. She is a Public Relations major with a minor in Sociology. Shelby enjoyed working with Prime Communications on this campaign because she was able to gain experience in a variety of areas as well as learn about a new industry and how wineries operate. Shelby would like to thank Melissa, Mike, Lauren and Jared for all of their time and passion in making this campaign successful.

Lauren SandersLauren Is from Scottsdale, Arizona, and is graduating from the University of Idaho with a major in public relations, a minor in political science and a focus in broadcast journalism. This experience for Lauren has presented her with an opportunity to apply the tools she learned through the Journalism and Mass Media Department. She wants to thank Melissa and Mike for taking time out of their life to listen to Prime Communications.

Jared TobaJared is a first generation Vandal from Makakilo, Hawaii, and will be graduating in May 2014. He will receive his Public Relations degree with a minor in Communication Studies and plans to be a flight attendant for Alaska Airlines shortly after graduation. Jared appreciated the opportunity to work with Shelby and Lauren to create an effective Public Relations Plan and working with Melissa Sandborn and Mike Pearson of Colter’s Creek Vineyard and Winery.

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TABLE of CONTENTS

EXECUTIVE SUMMARY.......................................................... 2

INITIAL RESEARCH.............................................................. 3-4

SITUATIONAL ANALYSIS........................................................ 4

TARGET MANAGEMENT....................................................... 5

CAMPAIGN GOAL............................................................... 6

CAMPAIGN OBJECTIVES..................................................... 6

CAMPAIGN TIMELINE........................................................ 6-7

CAMPAIGN STRATEGIES and TACTICS.......................... 7-11

CAMPAIGN BUDGET.......................................................... 12

EVALUATION PLANS...................................................... 13-14

ABOUT the TEAM................................................................ 15

INSTAGRAM @colterscreek

FACEBOOK Colter’s Creek Vineyard and Winery

TWITTER @colterscreek

Ever wonder how many #idahograpes it takes to make a glass of #wine? Let us know your guess and the closest guess gets a glass on us! #colterscreek We’re getting ready to pick our first #Chardonnay grapes of the season! What is your favorite #colterscreek wine? Tag and share with us your picture and be entered to be this week’s #weeklywinewinner and win a free bottle on us! We love the sound of a newly #uncorked wine bottle. Tag us and share a picture of what you like to do when you #unwine with your favorite #colterscreek wine #localvineslocalwines

Did you know that women that drink wine get drunk faster than men that drink wine? http://www.wiine.me/10-amazing-facts-about-wine/ Ever wonder how you can open a bottle of wine without a corkscrew? http://www.wikihow.com/Open-a-Wine-Bottle-Without-a-Corkscrew We just picked our first batch of locally grown grapes to make our great Syrah #localvineslocalwines

We’re proud to craft a wine from grapes all locally grown in Idaho! Visit our tasting room or email us at contact@colterscreek.com to send a gift box and share a gift from the Gem State!

Stop by the President’s tent on the Sprint Turf this weekend and try a glass of locally crafted wine from local grapes #localvineslocalwinesHere’s a list of our wines, http://colterscreek.orderport.net/wines/ We’re excited to announce our recognition as the newest American Viticultural Area. Look for updates within the next month for special events and contests to win special edition wines!

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EVALUATION PLANS

Basic Planning To asses the efforts made by Prime Communications to revamp and increase public relations materials produced by Colter’s Creek Vineyard and Winery, we will measure our objectives through a before and after study. Throughout this process we will also track our improvements through surveying customers and members of our primary audience and record numerical data from product and service sales. Prime Communications will use studies from before and after the American Viticultural Area recognition is given to measure our efforts and success in re-launching the Colter’s Creek brand. This label will distinguish the area Colter’s Creek resides in as specific grape-growing region extending throughout Northern Idaho and will be the basis of our campaign. We will use this AVA to measure how effective our campaign has been and obtain this information through research studies, surveys and monitoring sales.

Expanded Planning Prime Communications will be using a variety of research methodologies to measure and accurately represent the outcomes of our campaign. Before releasing our campaign, Prime Communications will conduct a survey of students and faculty at the University of Idaho. This survey will be focusing on a piece of our primary audience and will aim to learn more about the awareness and understanding of Colter’s Creek, their products and wine in general.

Prime Communications chose to measure their audience’s understanding prior to implementing our campaign to better understand our audience and what efforts will be most effective to accomplish our goals. We will also be using media tracking, interviews and surveys after launching our campaign to measure our efforts, what was most effective and how our target audiences responded to the various mediums used.

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