O.R.C.

OUTDOOR RESOURCE CENTER

PR CAMPAIGN
2017 SEASON

O.R.C.
OUTDOOR RESOURCE CENTER

EXECUTIVE SUMMARY
The Outdoor Resource Center at BYU-Idaho plans to offer more
events, more rentals, and more opportunities to campus and
community members in 2017. The theme for 2017, that the ORC
plans to celebrate with three main events throughout the year, is
Chase Adventure.
Multiple events and promotions, including three special Chase
Adventure excursions, will run throughout the year to promote
exploring the outdoors and to showcase all the ORC has to offer.
Each season will have multiple events that will be promoted on
social media as well as around the community and on-campus.
This year, the goal is to not only raise rental and excursion ticket
sales, but also to encourage Rexburg and neighboring communities
to pursue active, healthy, and adventurous lifestyles. The ORC will
be providing more than just rentals, it will be creating experiences
and adventures in the great outdoors.

O.R.C.
OUTDOOR RESOURCE CENTER

BACKGROUND
The Outdoor Resource Center has provided excellent service and
opportunities to both BYU-Idaho students and faculty, as well as
community members in Rexburg since its conception over 20 years ago.
On top of providing rental equipment such as bikes, tents, kayaks, skis,
snowboards, rock climbing equipment, and more, the ORC also organizes
and facilitates excursion and adventure trips throughout each year.
With excursions ranging from horseback riding to backpacking trips in
the Tetons, there is an adventure available for everyone. The ORC has
been proud to sponsor overnight yoga retreats, archery competitions,
river rafting and kayaking trips, skiing and snowboarding adventures, and
many other events open to a wide range of patrons.
The ORC is a vital part of the Brigham Young University Campus as well
as the Rexburg community as a whole. Their equipment, dedication, and
careful planning provide opportunities for everyone to have a chance to
experience the outdoors and chase adventure no matter the season.

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OUTDOOR RESOURCE CENTER

EVENTS OVERVIEW
In an attempt to increase awareness of the ORC as a whole, its available
rental items, variety of excursions and the ease of utilizing ORC resources,
a campaign and chain of events called Chase Adventure expeditions
will be taking place over the following year.
The campaign is encouraging campus and community members to find
adventure in the outdoors with the help of the ORC. There will be three
Chase Adventure expeditions tailored to accommodate different levels
of experience with outdoor adventures. The expeditions themselves work
as a roulette system, with every patron not knowing the exact adventure
they will be assigned until they arrive on site. All patrons will be given
a basic packing list and the ORC will provide the rest of the equipment
needed. This is to show the diversity in what the ORC has to offer.
Smaller events, promotions, and excursions will run throughout the year
as well, all tying back into the theme of chasing adventure.

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OUTDOOR RESOURCE CENTER

TARGET AUDIENCE
The ORC is planning to host three different Chase Adventure expeditions.
The events will each focus on different audiences depending on skill/
experience levels.
Beginner:
-
This audience will consist of families with younger children and
members of the community and student body who do not participate in
or typically pursue rigorous or extreme outdoor experiences.
Intermediate:
-
This audience will consist of physically active college students
and families with preteen and older children who participate in outdoor
activities. It will also focus on faculty and members of the community
who are in good physical shape and typically outdoorsy.
Advanced:
-
These groups will be smaller than the two other events. They will
consist of individuals that have previously participated in strenuous and
taxing outdoors events. These individuals must be in phenomenal shape
and be able to pass a physical before being accepted to this group.
-
Males and females over 18 years old. Typical ages will be 18 40
with a history of outdoor activities and adventures.

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OUTDOOR RESOURCE CENTER

GOALS, OBJECTIVES,
STRATEGIES & TACTICS
Goals:
Increase monthly rentals and excursion sign ups by showcasing all the
ORC has to offer.
Objectives:
-
Have at least 20 sign ups for each Chase Adventure expedition
-
Raise rental rates by 10% each month following the expeditions
-
Implement a social media strategy that will gain 20 new followers
each month and raise interaction on social media by 20%
Strategies:
-
Host three events with different adventure options that will show
the range of equipment available at the ORC
-
Encourage current patrons to follow the ORC on social media and
give incentives (10% off their next rental) if they follow. This will raise
follower count and interaction.
-
Hold giveaways on social media for those that share/retweet/
reblog specific posts to extend reach
-
Create bundles for specific types of outings (I.E. camping bundle,
backpacking bundle, river rafting bundle) to increase sales with each
rental.

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OUTDOOR RESOURCE CENTER

Tactics:
-
Host three events with different adventure options that will show the
range of equipment available at the ORC
o
Decide on eight different excursions, two at each skill level, to host.
o
Find leaders/facilitators for each excursion o Decide on dates for
events
o
Have booths set up on campus to promote each event (Include sign up
sheet)
o
Hang up posters and pass out fliers around town to promote each event
o
Send out email to previous patrons with discounted rates for the events
-
Encourage current patrons to follow the ORC on social media and
give incentives (10% off their next rental) if they follow. This will help raise
follower count.
o
Set specific days to focus on different social media accounts. (I.E. Show
us you follow us on Instagram and receive 10% off your rentals this Saturday!)
o
Give an extra 20% off to the 50th follower, 100th follower, 150th follower,
and so on.
-
Hold giveaways on social media for those that tag the ORC in posts
and share/retweet/reblog specific posts to extend reach
o
Give away a GoPro to the person who has the most shares on an
adventure picture the ORC was tagged in.
-
Create bundles for specific types of outings (I.E. camping bundle,
backpacking bundle, river rafting bundle) to increase sales with each
rental.
o
Identify the most popular rental items and find what patrons often rent
with them
o
Give discounts on bundle rentals over renting each item individually
o
Possibly increase inventory to include more items that can be
incorporated into popular activities

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OUTDOOR RESOURCE CENTER

TIME LINE
Beginner

Inter.

Advanced

Booths

Social

Promos

+ Events

Jan.

Guide
Interviews

Guide
Interviews

Guide
Interviews

Every 2nd
Tuesday

Intro Chase
Adventure

Follow for
20% on Tue

Ski Trip
Ice Fishing

Feb.

Research &
Planning

Research &
Planning

Research &
Planning

Every other
Friday

Winter
Excursions

Free Excursion Raffle

Ski Trip
Snowshoe

Mar.

Research &
Planning

Research &
Planning

Rentals &
Reservation

Every 2nd
Tuesday

GoPro
Comp.

GoPro
Comp.

Ski Trip
ON Yoga

Apr.

Research &
Planning

Research &
Planning

Ticket Sales
Open

Every other
Friday

Spring
Excursions

20% off for

Grads

Backpack
Horseback

May

Research &
Planning

Rentals &
Reservation

Promos

Every 2nd
Tuesday

Amp Chase
Adventure

Follow for
10% on Fri.

M. Biking
Hot Springs

Jun.

Rentals &
Reservation

Ticket Sales
Open

Promos

Every other
Friday

Summer
Excursions

Free Excursion Raffle

ON Yoga
SUP

Jul.

Rentals &
Reservation

Promos

Event!

Every Thurs.

Event
Promos

20% off for

Grads

Kayak
Rock Climb

Aug.

Ticket Sales
Open

Promos

Follow Up

Every other
Friday

Event
Promos

40% off
promo

River Raft
SUP

Sept.

Promos

Event!

Follow Up

Every Thurs.

Event
Promos

Follow for
Rock Climb
15% on Wed ON Yoga

Oct.

Promos

Follow Up

Every other
Friday

Fall
Excursions

Free Excursion Raffle

Backpack
M. Biking

Nov.

Event!

Follow Up

Every Thurs.

Event
Promos

Follow for
20% on Tue

Horseback
Hot Springs

Dec.

Follow Up

Every other
Friday

Christmas
Winter Pro

20% off for

Grads

Ski Trip
Sledding

Jan. 2018

Follow Up

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OUTDOOR RESOURCE CENTER

BUDGET
Guide/Facilitator Cost:

$2,100

Equipment Rentals:

$1,800

Insurance:

$2,500

Food Expenses:

$800

Vehicle Rentals:

$264

Gas:

~$300

Additional Employee Expenses:

$1,500

Facility Use:

$500

Ticket purchases:

+ $2,035

Total:

$7,729

O.R.C.
OUTDOOR RESOURCE CENTER

SURVEY
1. Are you familiar with the Outdoor Resource Center on the BYUIdaho campus?

A. Yes, I frequently make use of the ORC resources.

B. Yes, Ive been to the ORC before.

C. Yes, but Ive never been there.

D. No, I have not.
2. Please check off anything on the list below that interests you:

[ ] Water Sports (River rafting, Kayaking, Paddle boarding, etc.)

[ ] Winter Sports (Skiing, snowboarding, snowshoeing, etc.)

[ ] Horseback Riding

[ ] Rock Climbing

[ ] Back Packing

[ ] Camping

[ ] Yoga

[ ] Mountain Biking

[ ] Other Outdoor Activities. Please specify: ____________________
3. Would you be interested in participating in any of the above
activities with a group and facilitator from the ORC?

A. Yes

B. No

C. I dont know

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OUTDOOR RESOURCE CENTER

4. Do you participate in outdoor activities:

A. Often

B. Sometimes

C. Rarely

D. Never

5. Do you live in or around Rexburg, Idaho?

A. Yes, I am a BYU-Idaho student.

B. Yes, I am not a BYU-Idaho student.

C. Not currently, but I will in the future.

D. No
6. Please specify your gender:

A. Male

B. Female

C. Prefer not to say
7. Please specify your age:

A. Under 18

B. 18 -24

C. 25-34

D. 35-49

E. Over 50

We live in a wonderful world

that is full of beauty, charm
and adventure. There is no
end to the adventures that
we can have if only we seek
them with our eyes open. Jawaharlal Nehru

O.R.C.
OUTDOOR RESOURCE CENTER