...

Go Outdoors
A strategic public relations campaign
for Outdoors Unlimited

Prepared by Alyssa Chard, Josh Naumu, Jon Uland and

Andrew Williamson

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Executive Summary
Outdoors Unlimited is a BYU sponsored organization that provides all types of outdoor
equipment for sale and for rent. Whether a person is looking for rafting equipment, skiing
gear, giant twister pads or Dutch ovens, Outdoors Unlimited can help in pursuing any
outdoor activity conveniently and affordably. Outdoors Unlimited also provides many
different repair services for outdoors equipment, including a full-service bike shop. The
store is located on the northwest corner of BYU campus after it moved from the basement of
the BYU Wilkinson Center one year ago, making it easily accessible for the BYU community.

As a BYU sponsored business, Outdoors Unlimited faces some unique challenges including:

Primarily meant to serve BYU students, a highly transient customer base

Cannot market to consumers off campus

Very limited annual advertising budget

Restricted in taking initiative on any marketing efforts because of the bureaucratic

nature of BYUs internal organization

With these restrictions, it has been difficult for Outdoors Unlimited to continue to grow and
become well recognized. For example, only 10 percent of BYU freshmen and 20 percent of
sophomores even know of Outdoors Unlimited existence, let alone use it.

However, these challenges and restrictions have helped us to create a more focused and
creative marketing strategy that will help us reach our goal: to raise awareness of Outdoors

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Unlimiteds products and services among key publics in the BYU community so they are
motivated to become Outdoors Unlimited clientele for the next four to five years, increasing
Outdoors Unlimiteds lasting consumer base and sales revenue. Our main objectives
include:

1. Secure 2,000 total participants for the Freshman Free Gear Days that will be held
in September and January
2. Increase sales revenue by $50,000 in one year
3. Increase percentage of sales from rentals from 50 percent to 65 percent within one
year
And while there are many ways we can achieve these objectives, we have decided to focus
our efforts on our two most important publics:
1. Freshmen BYU Students
2. Sophomore BYU Students
Our concentrated efforts for these publics will center around an overarching theme, which
is ... Go Outdoors, where anything that appeals to the consumers self-interests is placed
before the call-to-action. The overarching idea is Looking for fun? Go Outdoors, but
many variations of this theme can be used.

We have also identified the most effective and inexpensive ways to reach these publics so
they will learn of and be motivated to use Outdoors Unlimiteds products and services.
Some of our strategies and tactics include:

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Freshmen Free Gear Days Through the use of social media and personal contact
we will help spread the word of Outdoors Unlimited and all it has to offer by holding
a series of days where freshmen can get a free rental from Outdoors Unlimited

Outdoors Unlimited Photo Discounts - Encourage customers to post a photo of them

having fun with their Outdoors Unlimited gear on social media and include
#outdoorsunlimited. Screenshot it or relink it to Outdoors Unlimited to get $1 off
their next purchase/rental

Twitter Deals - Tweet special deals regularly to encourage business of BYU students

If key publics continue to remain largely unaware of Outdoors Unlimited, the business will
forego an increase in its customer base and profits will suffer. However, through the
implementation of this campaign, Outdoors Unlimited can become one of the most
recognized and widely used brands in the entire BYU community. The next time a BYU
student is looking for something to do, they will know to first look to Go Outdoors.

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

SWOT Analysis
Strengths

Weaknesses

Location is easily accessible, still on

campus and close to lots of areas with
outdoor activities (hikes, ski resorts,
rivers, etc.)
Is the only BYU sponsored business that
offers all types of outdoor equipment
BYU is a trusted brand
Enjoys perks of being part of the BYU
infrastructure (free wifi, BYU brand,
etc.)
BYU seniors know about Outdoors
Unlimited
There is no direct competition with
other businesses, only partial
Offers a full-service bike shop

Opportunities

Only 10 percent of freshmen and 20

percent of sophomores are aware of
Outdoors Unlimited
There is a limited advertising budget
Are not able to market off campus
BYU ownership leads to bureaucracy
and marketing restrictions
The location is difficult for BYU
students to get to if they dont have a
car
It is difficult to find the store entrance
There is a transient consumer base

Threats

There are a lot of students at BYU that

would use Outdoors Unlimited if they
knew about it
Just launched new website
Could position Outdoors Unlimited
better on the BYU App
Customers live near each other, making
it easy for news to spread via word-ofmouth
Large potential market among freshmen
Freshmen have many hang-out areas
(e.g., Cannon Center, CougarEat and
Heritage Halls rec. rooms), target them
Opportunity for growth in retail and
repair services as well as rental services
May have opportunity to host freshman
dances in the parking lot

Local businesses resent big BYUs

presence (known as the deep-pocketed
bad-guy)
Only 10 percent of freshman and 20
percent of sophomores are aware of
Outdoors Unlimited
Freshmen may not know their way
around Provo and surrounding area
There are cheaper alternatives such as
Utah Valley Universitys outdoor store
Freshmen may not have cars to travel
to locations to utilize outdoor
equipment even if they know about
Outdoors Unlimited

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Situation Analysis
Outdoors Unlimited is a BYU-sponsored organization that caters to BYU students, faculty
and staff. It was located in the basement of the Wilkinson Center until it was relocated to the
northwest corner of campus one year ago. The store provides outdoor sporting equipment
for sale and for rent. It also features different repair services for outdoors equipment. Fifty
percent of revenue comes from rentals with ski rentals being the most popular. The other
50 percent of revenue comes from retail sales and other repair services. Outdoors Unlimited
also rents out other winter and summer sports equipment. The bulk of customers are BYU
students although many in the Provo community use its services as well. Outdoors
Unlimited is trying to expand its consumer base, especially among BYU freshmen who will
be living in Provo for the next four to five years.

There are significant challenges facing Outdoors Unlimited as it strives to increase its
customer base. As a BYU-owned business, Outdoors Unlimited cannot market to consumers
off campus and its BYU consumer base is highly transient. Moreover, only 10 percent of
freshmen and 20 percent of sophomores know of Outdoors Unlimiteds existence. This
hurdle can be overcome by raising awareness of the business among BYU freshmen and
sophomore populations. While Outdoors Unlimited has no direct competition with offcampus businesses, it is often perceived by these businesses as being a part of the deeppocketed BYU organization. Outdoors Unlimited must tread cautiously around this issue,
being careful not to overstep its focus on the BYU customer base. Other challenges Outdoors
Unlimited faces include a limited advertising budget and the bureaucratic nature of BYUs
internal organization. The company will need to work creatively within the bounds of these

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

limitations. However, these restrictions actually provide Outdoors Unlimited with the
strength of narrowed opportunities, providing it with a more focused marketing strategy.

Core Opportunity
Through targeting key publics in the BYU community that will serve as clientele for the next
four to five years, Outdoors Unlimited will increase its sales revenue; if such publics remain
unaware of Outdoors Unlimited, the business will forego an increase in its customer base
and profits will suffer.

Goal
Raise awareness of Outdoors Unlimiteds products and services among key publics in the
BYU community so they are motivated to become Outdoors Unlimited clientele for the next
four to five years, increasing its lasting consumer base and sales revenue.

Objectives
1. Secure 2,000 total participants for the Freshman Free Gear Days that will be held
in September and January
2. Increase sales revenue by $50,000 in one year
3. Increase percentage of sales from rentals from 50 percent to 65 percent within one
year

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Big Idea
Looking for fun? Go Outdoors.

The big idea centers around the main purpose of Outdoors Unlimited: to enable students
with the resources needed to do outdoor activities off campus. These activities are
recreational and are unlimited in possibilities, thus aligning with Outdoors Unlimiteds
brand. This plans major theme is ... Go Outdoors, where anything that appeals to the
consumers self-interests is placed before the call-to-action. The overarching idea is
Looking for fun? Go Outdoors, but many variations of this theme can be used.

Examples:

Need a break? Go Outdoors.

Need a date idea? Go Outdoors.

Finals got you down? Go Outdoors.

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Key Publics, Messaging,

Strategies & Tactics
For Outdoors Unlimited ...Go Outdoors Campaign

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

BYU Freshmen
Demographics & Psychographics
Out of approximately 31,000 students attending BYU, 7,259 are freshman, indicating a large
pool of potential clientele for Outdoors Unlimited. On average only ten percent of freshman
at BYU know of Outdoors Unlimited by the end of their first year at BYU. Freshmen are
usually young men and women who recently graduated from high school and range
between the ages of eighteen to nineteen.

Many included in this key public are leaving home for the first time, becoming independent
of their parents guidance. Freshmen are learning what it is like to be self-motivated with
school, work, etc., and often allow recreational activities to take precedence over more
serious responsibilities. They are looking to try new things and to participate in fun social
activities where they can meet and interact with new people to build a large base of friends.
Many of the people in this age group are less worried about their finances as they are
heavily relying on parents and secondary school scholarships to support their meal plans
and rent. Some work part time; others do not. Many of these individuals included in this
public are white, Mormon young men and women who come from the Mountain West and
Pacific Northwest regions of America.

Channels & Influencers

Social Media
o Facebook
o Twitter
o Instagram

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

o Pinterest
BYU Campus Channels
Blue Line Deli
The Wall
Creamery at Wyview, Helaman and 900 East
Cannon Center
Cougareat
New Student Orientation
BYUSA
Clubs
Freshman Mentoring
Y Serve
Dances
Personal Contact
o Roommates
o Classmates
FHE Groups
Co-workers
Ward leaders
Resident Assistants (RAs)
Sports Players
Teacher Assistants (TAs)

Self-interests
They want the college experience. They want to make friends, go on dates, have fun, try new
things, and be able to do so while still doing well in school. They need fun activities that are
convenient (close by, easily accessible, and inexpensive).

Objectives
This public will help accomplish objectives one, two and three.

Key Messages
Primary Message 1
Looking for fun? Go Outdoors! Outdoors Unlimited will help you to experience all that Utah
has to offer.
Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Secondary Messages:

Outdoors Unlimited is easy to get to as its located on BYU Campus (across from
Wyview Apts.)

Outdoors Unlimited has the equipment you need to go have fun with your friends,
go on a date or do something cool outdoors

Need a break from school? Go Outdoors!

Stressed or down on yourself? Go Outdoors!

Want to make new friends? Go Outdoors!

Outdoors Unlimited keeps prices affordable so that you can have fun--even on a
budget

Have fun all-year round! Outdoors Unlimited is right there with you all the way,
providing the gear you need to have the fun you deserve every season of the year

Check out all our sweet rental gear at http://outdoors.byu.edu/

Primary Message 2
Its hard to make the most of your college life when youre feeling sick or tired. Studies have
shown that the more you stay active and physically fit, the healthier you are and better able
to focus on schoolwork. So go to Outdoors Unlimited and go outdoors!

Secondary Messages:

Many people, including BYU students, suffer from depression during the fall and
winter months, which really affects every aspect of their lives. Research says that
more sun exposure and exercise outdoors can combat and help prevent depression.

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

A study found that one hour of outdoor aerobic activity (even with cloudy
skies overhead) had the same benefits as 2.5 hours of light treatment
indoors

Want to look and feel like your best? Stay active. Outdoors Unlimited is there to help
with anything you need to go outdoors
o

Research shows that people who exercise get better grades than those who
do not

Outdoors Unlimited is located on BYU Campus (across from Wyview Apts.) and is
easy to get to for BYU students

Outdoors Unlimited offers some great ways to have fun with your friends, doing
something cool outdoors or just stay healthy and active

Have fun all-year round! Outdoors Unlimited is right there with you all the way to
help you stay active and healthy through every season

Check out all our sweet rental gear at http://outdoors.byu.edu/

Primary Message 3
Freshman Free Gear Days! Come check out all the cool gear Outdoors Unlimited has to offer
and enjoy a free days rental on us.
Secondary Messages:

Get your free-gear coupon by texting 10 friends about our great deal or by posting
on social media about Outdoor Unlimiteds big welcome to college

Just send your friends this message: Hey guys! I just got a sweet coupon for FREE
gear rentals at Outdoors Unlimited--BYUs only place for outdoor gear. You can get
one too by going to www.outdoors.byu.edu/freegear and typing in the promo code
XXXXX (note-will probably be something like Helamen09). But I wouldnt wait too

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

long--theyre only letting this deal go until XX/XX and the first XXX amount of people
get free gear

And while youre at it, go ahead and like us on Facebook or follow us on Twitter and
Instagram

Strategies & Tactics

Strategy 1
Motivate freshman students to experience Outdoors Unlimited by providing them
free/discounted rental equipment during the Freshman Free Gear Days.
Tactics:

Provide students with coupons to free rental gear if they share information about
Outdoors Unlimited through social media

Students must text a link or QR code (for outdoors.byu.edu) to ten friends or post on
social media about the promotion to receive coupons

Content of text or post will lead their friends to the new website where they can also
find a voucher and tell their friends about it

First 100 freshmen per day to use coupons get free gear, succeeding coupons will
receive a 10 percent discount on the purchase.

Each freshmen housing complex will be targeted for different weeks - e.g., Helaman
Halls is Week 1, Heritage Halls is Week 2, etc. Coupons will be valid during the week,
e.g., Monday through Thursday (excluding holidays)
Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Freshman Free Gear Days will happen twice a year - once in September and January

Strategy 2
Motivate students to rent from Outdoors Unlimited by increasing exposure of Outdoors
Unlimited through intervening publics and social media.
Tactics:

Post flyers advertising Outdoors Unlimiteds services and rentals in the lobbies (and
floors, if available) of all of the on-campus housing buildings - Helaman, Heritage,
Wyview and Foreign Language Housing

Create a YouTube video highlighting the services Outdoors Unlimited provides

Encourage customers to post a photo of them having fun with their Outdoors
Unlimited gear on social media and include #outdoorsunlimited. Screenshot it or
relink it to Outdoors Unlimited to get $1 off their next purchase/rental of equipment

Tweet/Facebook post regular special deals to encourage BYU students to come and
rent gear

Offer group-rate discounts to FHE groups on Monday nights

Highlight launch of new website on social media. Pitch news release to The Universe

Pitch feature story to TWO magazine, highlighting the fun date activities available in
the Provo area with the help of some Outdoors Unlimited gear

When the ability to reserve gear online is available, highlight the feature extensively
on social media

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

BYU Sophomores
Demographics & Psychographics
This public includes young men and women who usually range between the ages of 19 to
21. Many included in this key public are returned missionaries who have a sense of
independence and responsibility because of their previous experience living away from
home. This public is concerned with school and their future work endeavors. These young
adults are also beginning to think about the prospect of marriage and are looking to
participate in fun social activities where they can meet new people and work towards that
goal. Many of those included in this age group are taking on more financial obligations and
are interested in activities that do not require a lot of money spent. Many individuals
included in this public are American, white, Mormon young men and women.

Channels & Influencers

Social Media

BYU Campus Channels

Personal Contact (including with influentials, peers, etc.)

Ward leaders

Blue Line Deli

The Wall

Creamery on Ninth

Cougareat

BYUSA

Clubs

Y Serve

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Off-campus housing

Off-campus businesses (Slab Pizza, Craigs Cuts, Awful Waffle, Mountain West
Burrito)

Self-interests
They want independence; they are becoming more responsible and want to meet new
people. They are looking for cheap, fun and convenient activities they can do.

Objectives
This public will help accomplish objectives two and four.

Key Messages
Primary Message 1
Whether you are an adventure-seeker or just love to explore and try new things, Outdoors
Unlimited provides the services and equipment you need. In the summer, come rent
outdoor gear and explore the great Unknown or come during the winter to rent skis and
other gear to enjoy Utahs greatest snow on earth.
Secondary Messages:

Outdoors Unlimited is easily accessible to BYU students as it is located on BYU

Campus

Prices are affordable so that you can have fun--even on a budget

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Have fun all-year round! Outdoors Unlimited is right there with you all the way,
providing the gear you need to have the fun you deserve

Sundance ski resort is just minutes away from Provo. A number of other world-class
resorts are located within an hour of Provo.

Find out more info at http://outdoors.byu.edu/

Primary Message 2
If you are looking for a fun date activity, Family Home Evening event or just a good time,
check out the services and equipment provided by Outdoors Unlimited. Experts are
employed at the shop to give advice and tips on your next adventure and to outfit your
party with equipment. Take advantage of the mountains, Provo River and bike trails and go
outdoors!
Secondary Messages:

Need a break from the stress of school and work? Go outdoors and see all that Provo
and Mother Nature have to offer.

If you are looking to get out of the Provo bubble, go to Outdoors Unlimited. Go hike,
bike, ski, camp and tons of other cool stuff with rented gear from Outdoors
Unlimited

If you want to stay close there are also plenty of areas in Provo to use the equipment
from Outdoors Unlimited

Family Home Evening groups can take advantage of things like tug-o-war ropes and
a giant slip-and-slide that Outdoors Unlimited has to offer

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Primary Message 3
Not everyone out there knows of all the great stuff Outdoors Unlimited provides. If you
share our YouTube videos on Facebook or our new website with ten of your friends, we will
give you $5 off on your next purchase/rental. You can also get a $1 off every time you post a
picture on Instagram using our equipment with the hashtag #outdoorsunlimited.

Secondary Messages:

Share your Go Outdoors moments online and Outdoors Unlimited will give you
sweet deals

You guys are the best. And for that, we want to give back to all you adrenaline
junkies who come to Outdoors Unlimited for your gear

Encourage your friends to take advantage of the outdoors while they are studying at
BYU. Go have fun, take pictures and then share them with us!

Strategies & Tactics

Strategy 1
Motivate sophomore students to use Outdoors Unlimited by providing vouchers to students
who share information about Outdoors Unlimited through social media.

Tactics:

Provide students with vouchers of up to $5 store credit for sharing Outdoors

Unlimited website link with at least ten friends on social media

Create a YouTube video highlighting the services Outdoors Unlimited provides

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Provide $5 voucher to students who repost the YouTube video on their Facebook
page

Customers who post a photo with Outdoors Unlimited gear and include
#outdoorsunlimited get $1 off their next purchase of equipment

Tweet special deals regularly to encourage business of BYU students

Strategy 2
Increase exposure of Outdoors Unlimited brand through intervening publics and social
media.

Tactics:

Pitch story about the website upgrade to The Universe; get an article written about
Outdoors Unlimited

Post regular Instagram pictures of BYU students using equipment from Outdoors
Unlimited while on an outdoor adventure

Update website to make it easier to navigate to see available items and pricing of
equipment

Ultimately include feature on the online website so that customers can reserve their
outdoor equipment online and simply pick it up at the store

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Communication Confirmation Table

Public

Objectives

Selfinterests

Influentials

Primary Messages

Strategies

Tactics

BYU
Freshmen

1, 3, 4

Making
friends
Dates
New
activities
Good
grades
Freedom

Social Media
The Wall
The
Creamery
New Student
Orientation
BYUSA
Student
Clubs
Freshman
Mentors
Dances
Roommates
FHE Groups
Co-workers
Ward
leaders
Resident
Assistants
Sports
Players
Teacher
Assistants

1.Looking for fun? Go

Outdoors! Outdoors
Unlimited will help
you to experience all
that Utah has to
offer.

Motivate freshman
students to experience
Outdoors Unlimited by
providing them
free/discounted rental
equipment during the
Freshman Free Gear
Days

Student
coupons
Share link
Share QR
code
Website
landing page
Freshman
Free Gear
Day events

Its hard to make the

most of your college
life when youre
feeling sick or tired
the more you stay
active and physically
fit, the healthier you
are and you are
better able to focus
on schoolwork.
Come check out all
the cool gear
Outdoors Unlimited
has to offer and
enjoy a free days
rental on us.

Motivate students to
rent from Outdoors
Unlimited by
increasing exposure of
Outdoors Unlimited
through intervening
publics and social
media.

On-campus
flyers
YouTube
video
Customer
photos
#gooutdoors
hashtag
Twitter posts
Facebook
posts
Instagram
posts
Group-rate
discounts
New website
News release
of website
Feature story
for TWO
magazine
Online gear
reservations

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

BYU
Sophomores

2, 3, 4

Independence
Responsibility
Cheap,
convenient
activities

Social
Media
BYU
Campus
Channels
Personal
Contact
Ward
leaders
The Wall
The
Creamery
BYUSA
Student
Clubs
Offcampus
housing
Offcampus
businesses

Whether you are

an adventureseeker or just love
to explore and try
new things,
Outdoors
Unlimited provides
the services and
equipment you
need.

If you are looking

for a fun date
activity, Family
Home Evening
event or just a
good time, check
out the services
and equipment
provided by
Outdoors
Unlimited.

Not everyone out

there knows of all
the great stuff
Outdoors
Unlimited
provides. If you
share our YouTube
videos on
Facebook or our
new website with
ten of your friends,
we will give you $5
off on your next
purchase/rental.

Motivate to
rent at
Outdoors
Unlimited by
providing
vouchers to
students who
share
information
about
Outdoors
Unlimited
through
social media.

Increase
exposure of
Outdoors
Unlimited
brand
through
intervening
publics and
social media.

Share coupons
Share Link
Website landing
page
YouTube video
Youtube coupon
Customer photos
#outdoorsunlimited
hashtag
Twitter posts
Facebook posts
Instagram posts

New website news

release
New website
Online Reservations
Facebook posts
Twitter posts
Instagram posts

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Evaluation
Objective Criteria:
Secure 2,000 total participants for the Freshman Free Gear Days that will be held in
September and January
Tools:
Keep a record of the number of students who receive free gear each day during Freshman
Free Gear Days period. Cap the free gear give-away 80 students per day

Objective Criteria:
Increase sales revenue by $50,000 in one year
Tools:
Compare sales revenue of 2014 to sales revenue of 2015 at the end of the year

Objective Criteria:
Increase percentage of sales from rentals from 50 percent to 65 percent within one year
Tools:
Monitor number of items rented over the course of 2015 and compare to number of items
rented during 2014

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson

Appendix A
Figure 1 - Screenshot of old Outdoors Unlimited website.

Figure 2 - Screenshot of new Outdoors Unlimited website.

Alyssa Chard, Josh Naumu, Jon Uland and Andrew Williamson