Cable Snowboarding

Cable Wakeboarding
And much more
Rexburg, Idaho

2014 Advertising Plan

Contents
The Situation4

Advertising Message19

SWOT Analysis5

Photography24

Advertising Goals8

Testing and Evaluation26

Your Brand Strategy10

Summer Campaign28

Logo Variations12

Winter Campaign32

Logo Variations Contd14

Budget34

Color and Typography16

Appendix38

Target Audience18

The Situation

SWOT Analysis
lets break it down

breaking it down
The Cable Factory has a variety of services
that can appeal to a range of customers. This
company has something for every target
audience but has not succeeded in reaching
them. The primary target audience is the
BYU-Idaho student body. Even though the
Cable Factorys pricing is similar to that of
the competition, our research suggests that
it is too high for the target audience. A price
reduction would draw in more business.

The nearest business that offers similar

services (namely cable wakeboarding)
is more than five hours away.
Lastly, the Cable Factory has trouble with
awareness. The business offers many
services that appeal to BYU-Idaho students
but a very small percentage of the student
body is aware of the companys existence.

A SWOT analysis is an inventory of your strengths,

weaknesses, opportunities and threats. We will air it
all out, and see how best to attack the problems.

Strengths:

What factors mean that you get the sale?

What advantages does your organization have?

Weekend trips, family trips, comfortable customers that

promote awareness, and direct action in advertisements.

The Cable Factorys location is close to the target market and

incorporates different activities/events specifically using cables.
What unique or lowest-cost resources can
you draw upon that others cant?

Activities - Grass to play soccer/Frisbee on

Fishing - Stocked lake

Low costs to use and rent equipment

Student events

What do people in your market see as your strengths?

Paddle Boating - $5

The target market sees rental equipment, the clean

areas, close location to campus, and enjoyable and
social activities as the Cable Factorys strengths.

Beach Volleyball

Food Truck

One necessity is a beach to compete with Rigby Lake.

BYU-Idaho students get a $2 discount on gear if they

show their student ID. Anyone can also get $1 off
gear if they show they have checked-in at the Cable
Factory using Facebook on their mobile device.

Cable Factory Campaign

Consider your strengths from both an internal perspective and from

the point of view of your customers and people in your market.

SWOT Analysis

Weaknesses:

Opportunities:

Threats:

What could you improve?

What should you avoid?

What good opportunities can you spot?

What obstacles do you face?

Having too many small activities to do at the lake should be

avoided. Instead, there should be a focus on the strongest
activities that will attract the desired audience.

BYU-Idaho campus is very close.

Maintaining the companys image even on off-seasons.

In the summer, people are outside often and

love to go to areas like Rainbow Lake.

Getting the Cable Factorys name out there with the proper means.

Cleaning up the area and adding a beach area would make

the lake more pleasing. Using resources around the lake,
like billboards, or making a bigger sign so it can be seen
from the highway would catch peoples attention better.

Branding could be improved by unifying the brand with

the same design, merchandise, web page, elements, etc.

Entrance and activity rates could be revised.

Awareness of the brand, different activities provided, and

the location of the establishment need to be improved.

Events can be held specifically for the

desired target market (16+).
Advertising efforts can be increased and
content an be made more easily and quickly
digested. Research (surveys, opinion box).

Cable Factory Campaign

What are people in your market likely to see as weaknesses?

The best price, student deals, The challenge of the upkeep and
cleanliness of the environment may be seen as a weakness.
What factors lose you sales?
Poor weather, lack of advertising, and getting the name out there
has the potential to lose the company sales. Also, prices that
are too high for desired target market could threaten sales.
Are your competitors doing any better than you?
Rigby Lake is pleasing to see from the highway.

The location of Rainbow Lake is closer to

BYU-Idaho than Rigby Lake.

The Food Bus can be used to entice families and students.

Different activities are available for many ages.

A well-known Olympic athlete can be used

in the companys advertising.

The Cable Factory has great professional teachers to teach lessons.

What interesting trends are you aware of?

Deals using social media (Dealio, Facebook, etc.).

What are your competitors doing?

Rigby lake is visible and pretty to look at from the highway.
Rigby lake does $5 carloads to get admission into the lake.
Rigby lake also does $5 kayak rentals.
Is changing technology threatening your position?
Technology should be an advantage to us to use in our situation.
Could any of your weaknesses seriously threaten your business?
The presence of the park needs to be tidy because
if it is un-kept then visitors will not come back and
will not give the good image the park needs.

SWOT Analysis

Advertising Goals
increases all around
We suggest the action you take includes coupons, deals, contests,
and other incentives to come to events and use the lake.We
suggest the action you take includes coupons, deals, contests
and other incentives to come to our events and use the lake.

action-minded
At the Beginning of Spring/Fall/Winter Semesters - Free
access to get in when students show their student ID.

Student Days

Will take place at the beginning

of each semester and provide
free admission when students
show their student ID.

Student Nights

Will take place throughout the

semester with events like bonfires,
DJs on the beach, and festivals
and provide free admission when
students show student ID cards.

Date Night Special

Will cost couples $25 admission

into the lake and include rentals
and access to all activities.

Cable Factory Campaign

goals

reaching goals

It is the goal to provide activities for all ages

and make events affordable for families
and college students. Your audience will
experience a positive atmosphere as they
participate in the Cable Factorys services that
will result in word of mouth advertising.

A series of posters will be used that encourage the

idea of going to the Cable Factory in the summertime
to do water sports and in the wintertime to do
snow sports with other people their age.

Credibility will come from others experiences, reliable websites, and social media
accounts. The target audience will have the
desire to participate in activities at the Cable
Factory. Awareness and sales will increase.

It is suggested that prices be decreased at

the beginning to gain initial interest in the
products and services offered and then
increase sales as desired in later months.
Shirts and flyers will be given away at local events
and social media will be used as much as possible
to spread the word. Signs will be put up around the
park and on the billboard at the entrance. This will
make others aware of where the Cable Factory is
located, how to get there, and what it provides.

Advertising Goals

Your Brand Strategy

guide to helping your brand
The Cable Factory offers a variety of services
to its consumers, such as a food truck, beach
volleyball, wakeboarding, snowboarding, paddle
boarding, paddle boats, a beach atmosphere,
and more. Olympic snowboarder Jessika Jenson
is among the Cable Factorys consumers who
use the parks services to practice their sport.
Because the Cable Factorys closest
competition is hundreds of miles away, it
receives many out-of-state visitors.

brand offerings
A fun and inviting environment.
The friendly staff ensures customers
have a safe and fun experience.
The food truck provides refreshment from activities.
Customers enjoy souvenirs, gear, and
rentals from the Pro Shop.
An atmosphere of togetherness and friendship building.
The location provides a short commute from Rexburg.

who is the cable factory?

The Cable Factorys promise is a fun and exciting,
family friendly atmosphere. The Cable Factory
is a cable wakeboarding and snowboarding
company located in Rexburg, Idaho. From the
extreme sports enthusiast to young families, the
park caters to a wide variety of people. There is
something for everyone at the Cable Factory.
Cable Factory Campaign

brand traits
Small: Service, Friendly, Intimate

creative guidelines
When using images, show high-energy pictures of
customers using the equipment. Also depict families
and individuals having fun, laughing, or smiling.
All creative should be professional looking and instantly
familiar in the extreme sports community.
Use fonts that dont look like default fonts to get set
apart from the noise of other advertisements.
The tone of communication should be family friendly as
well as appeal to the extreme sports demographic.

tagline
Cable Driven Adrenaline

Exciting: Fun, Togetherness, Sporty

Variety: Winter, Summer, Night-life
Family Friendly: Appropriate, Safe, Affordable
Close: Short Commute, Non-Committal
Your Brand Strategy

11

Logo Variations
the face of your company
Please do not alter these official logos. One version is
with your tagline and one is without. We have provided
a variety of usage options to meet your needs.

Cable Factory Campaign

These examples are your logo on light and

dark backgrounds. Take care to create high
contrast so your logo can be seen clearly.

Logo Variations

13

Logo Variations Contd

spacing the logo

dont abuse the logo

We recommend breathing room. Use the

c in the word Factory to space around
the logo. This will help it to stand out.

There are certain things you shouldnt

do with your logo. We have some rules
of what not to do with your logo.

Cable Factory Campaign

Dont

Dont

Dont

change the font.

place on colors
that wont create
high contrast.

use any
unapproved colors.

Dont

Dont

squeeze the logo.

use the logo on a

busy background.

Dont

Dont

change the
alignment of
the logo.

smash the logo.

Logo Variations Contd

15

Color and Typography

approved colors and typography
the colors
There are five colors we have chosen to
represent your brand. The blue represents
the water-based entertainment the
Cable Factory provides year-round.
The other colors are for high contrast
and getting noticed among the noise.

the typography
Your brand has a variety of
typographic options. These choices
were chosen on purpose.
Bitter was chose for its approachablity
and fun personality. Italic Bitter provides a
sense of movement, and moving forward.
Octin College and Aller were chosen
because they have a clean, uniformed
look when capitalized. This portrays a
sense of tidiness and organization.
Cable Factory Campaign

Color and Typography

17

Target Audience

Advertising Message

hitting the target

getting the point across

The target audience is Brigham Young University-Idaho,

extreme sports fans, families, high school students.

the written word

Brigham Young
University-Idaho
students

High School Students

Families

Extreme Sports Fans

Cable Factory Campaign

This will be the biggest

demographic to be targeted
because every 3 months
provides new students from
various backgrounds as
potential customers.
This will be the second biggest
demographic because of the
age range. This demographic
can likely provide their transportation to the lake.
Parents will bring their children
that are too young for driving.
The services provided also cater
to young and mature families.
This target isnt as much of a
concern because theyre already
coming to the lake However,
special attention should be paid
to not make the Cable Factory an
un-cool place to be for them.

The copywriting tone should not take itself too seriously, using
informal language as well as (more often than not) proper grammar.
The personality of the brand should be like a person telling their
friends about the products and services the Cable Factory provides.
The personality of the images should be fun and inviting to families
but retain the coolness of extreme sports for extreme sports fans.
This benefits and supports the Cable Factory brand because it advertises a friendly, yet fun, atmosphere for the target audiences.

layout
The layouts in booklets, brochures, and printed materials
should have minimal copy.The layout should be inviting and
have a system of repeating characteristics. When appropriate, designers should use negative space in photography.
Cable Factory Business
Stationery set mock-up.

Advertising Message

19

art elements

illustrations

The brand is visually appealing and stylish. All designs

should imply movement either directly or indirectly.

When illustrations are done for the Cable Factory, they should
have a certain roughness to them. With the exception of this
roughness, the image should look of the highest quality. When
the Cable Factorys illustrations are compared to competitors images, they should stand out and be attractive.

In commercial ads, high quality video equipment and lighting should

be taken into account so the viewer perception is not distorted.
Scripts should be well written so the message is approachable.
In printed advertising, professional photography should be used.
Designers should review the company style guide for instructions.
This will help the Cable Factory to build equity with their brand.
Products should be sporty and familiar to athletes or those
who like that style. The atmosphere and look of the Pro Shop
should feel like a storefront. This will provide customers
with confidence and the message of legitimacy.

design
Any design for the Cable Factory should feel in motion, using design
principles and current industry standards. The stretching, skewing,
smashing, or pixilation of images, typography, or designs will detract
from the equity and legitimacy of the company. The perceptions of
the targets, especially with advertising design, are paramount.

Cable Factory Campaign

production
In production, size, color, and style should be
determined for each project. The inclusion of the
branding and style guidelines should be followed
when considering these design decisions.
When considering production value, the cheapest
print option should only be considered if it is
high-quality. When choosing a printing company,
research whether or not they provide accurate
color reproduction and quality paper options.
The images captured for advertising purposes should
have a clean, clear image of the subject and a blurred
background (bokeh). The blurred background will create
an area for the designer where there arent elements that
compete with typography, the logo, and other elements.
Advertising Message

21

multimedia

web presence

other medida

The reach of advertising should start by including the

areas of Rexburg, St. Anthony, Rigby, and Idaho Falls. Once
more equity is built and attendance is increased, the reach
can be expanded to meet the needs of the owner.

According to the surveys we have conducted, the

continuation of social media, like Facebook, is
effective. An effective company website is another
key to having a well-rounded online presence.

The continuation of t-shirt and hat sales in the Pro

Shop will offer advertising around Rexburg.

In order to reach the desired target market, ads

should be placed in the following places:
AT R A I N B OW L A K E

Advertisements can be placed

in the cheap seats and other
movie theatres around town.

HOME

EVENTS

WINTER

SUMMER

RV PARK

Television

BYU-Idaho
Scroll Paper

The university newspaper offers a

variety of advertising options. The
best time to advertise with The Scroll
is in the first issue of each semester.
First semester issues are geared
towards first-semester freshmen.

GEAR RENTAL
SHARE

Cable Factory Campaign

WELCOME TO THE CABLE FACTORY!

The Cable Factory is a cable wakeboarding and snowboarding company locally to

Image of a hand stamp, to be used

upon leaving the lake.

Advertising Message

23

Photography
keep it in focus

use a fast shutter speed.

Getting the best image can be tough.

Here are some guidelines to follow when
taking action shots and outdoor images.

A fast shutter speed is

greater than 1/500.
Using a slower shutter
speed (less than 1/100) will
create a blurred image.

be creative
Get low, high or from
a different side and
find an angle that not
many people see.

capture action

Open your image in Photoshop.

Add a Hue/Saturation Adjustment and bring the Saturation down to 0.
Add a Levels Adjustment and bring the outer arrows to the middle until the contrast is comfortable.

small aperature
You can take hundreds
of pictures. Try to
wait for that one
moment that will
create a great image.

Direct Sunlight creates

harsh shadows. Instead
try shooting closer to
dawn or dusk where
the light is diffused.

how to create the gradient look

Shoot with the sun

behind to create a
silhouette look.

Cable Factory Campaign

do not shoot in the middle of the day.

Create a new layer.

For Product
photography,
use a smaller
aperature to show
depth and detail.

On that layer add a gradient by clicking the gradient tool button.

On the top of Photoshop you will see a box with a gradient inside, click on that and choose the colors.
Once you have your colors, click and drag across your image and let go.
Save your image as a jpeg.

Photography

25

Testing and Evaluation

staying grounded

sales per price

We surveyed a random sampling of students on BYU-Idahos campus.

We administered over 100 paper surveys and over 80 online surveys.

This graph shows how many customers would be

generated at each price and the total revenue that
would be generated for each price charged.

A focus group was conducted to find

how BYU-Idaho students get their information about new events and activities.

word of mouth

high school sources

Percentage of BYU-Idaho students that get

their information from word of mouth.

When in High School, BYU-Idaho students

found out about new things through friends.

Please refer to the Appendix for a full

account of these survey results.

57%

62%

Men

35% Women
8% Unspecified
Cable Factory Campaign

Friends

23%
15%

When we surveyed BYU-Idaho students,

we asked them what price they
would be willing to pay per rider.
We discovered that at the current
price of $20 only 8% of those surveyed
would be willing to pay that amount.
There were about 70% of students that
said they would be willing to pay $10 for
equipment. Then it drastically drops off to
46% saying they would be willing to pay $12.
Our recommendation is that the price
per rider be $10-12 for this area.

Other
Internet

Testing and Evaluation

27

Summer Campaign

activity

summer fun at rainbow lake

We have also developed a timeline of when to activate the different
elements in your summertime campaign. It is very important that
these guidelines are followed to effectively promote events.

activity

start

end

activity

Advertising

Advertising contd

Newspaper

Lisiting Sites

Scroll- Spring Ad

17-Apr

5-May

Submit Changes to Sites

Standard Journal

1-Jun

1-Jul

Website

Theater

Change Layout and Details

Fat Cats- Run Ad

1-Jul

31-Jul

Sign for ProShop

Paramount- Run Ad

1-Jun

31-Aug

Order and Put Up Sign

start

end

Cable Factory Campaign

end

activity

start

end

Events

Events contd

May- Dance Party

Print Posters

25-May

31-May

Announce on Facebook

22-Apr

26-Apr

Print Flyers

1-Jun

7-Jun

Announce on Website

22-Apr

26-Apr

Put up Posters

1-Jun

14-Jun

Secure DJ

27-Apr

3-May

Pass out Flyers

1-Jun

14-Jun

Print Posters

27-Apr

3-May

Follow-up reminder about event

1-Jun

14-Jun

Print Flyers

4-May

10-May

Confirm Items for Event

1-Jun

14-Jun

Submit News Release

4-May

10-May

Date of Event

14-Jun

14-Jun

Put up Posters

4-May

17-May

July- Bonfire

Pass out Flyers

4-May

17-May

Announce on Facebook

15-Jun

15-Jun

Follow-up reminder
about event

4-May

17-May

Announce on Website

15-Jun

15-Jun

Purchase Firewood

15-Jun

28-Jun

27-Apr

10-May

27-Apr

10-May

Confirm Items for Event

4-May

17-May

11-May

17-May

Purchase Smore Items

15-Jun

28-Jun

Date of Event

17-May

17-May

Print Posters

29-Jun

5-Jul

Print Flyers

29-Jun

5-Jul

24-May

June- Free Admission

& Slushies

Put up Posters

29-Jun

12-Jul

Pass out Flyers

29-Jun

12-Jul

Follow-up reminder about event

29-Jun

12-Jul

Confirm Items for Event

29-Jun

12-Jul

Date of Event

12-Jul

12-Jul

Merchandise for ProShop

Order merchandise for event

start

18-May

Announce on Facebook

18-May

18-May

Announce on Website

18-May

18-May

Secure Food

25-May

31-May

Summer Campaign

29

your timeline represented visually

Cable Factory Campaign

Summer Campaign

31

Winter Campaign
year-round name for fun

your timeline represented visually

In the winter months, we have developed a timeline of when to

activate the different elements in your campaign. It is very important
that these guidelines are followed to effectively promote events.

activity

start

end

Advertising

activity

start

end

Events

Newspaper
Scroll- Fall Ad

11-Sept

29-Sept

Scroll- Winter Ad

1-Jan

20-Jan

Standard Journal

1-Sept

30-sept

Theater

Announce on Facebook 1-Dec

6-Dec

Announce on Website

1-Dec

6-Dec

Print Posters

7-Dec

13-Dec

Print Flyers

4-Jan

10-Jan

Submit News Release

5-Jan

10-Jan

Put up Posters

11-Jan

20-Jan

1-Nov

31-Dec

Pass out Flyers

20-Jan

24-Jan

Paramount- Run Ad 1-Nov

31-Jan

Follow-up reminder
about event

11-Jan

24-Jan

Confirm Items
for Event

11-Jan

24-Jan

Date of Event

24-Jan

24-Jan

Fat Cats- Run Ad

Cable Factory Campaign

Winter Campaign

33

Budget
now, how much does it cost
printed advertisements

other recommendations

For print advertisements, we recommended using both the universitys

newspaper; The Scroll, as well as the local
newspaper; The Standard Journal.

Billboard #69082 next to the Cable Factory

is available for use. The cost is $840 for
four weeks for two panels and 117.5k
impressions, which is a 28.52% reach.

BYU-Idaho
Scroll Paper

Our recommendation is that the ad be placed

in The Scroll the first 2 weeks of each semester
in the issues geared towards the new students.

Advertising in the Standard Journal in the

Welcome to Rexburg issue will reach
the family and high school markets.

Flyers &
Posters

For each event, it is proposed that you print

a minimum of 250 sheets of four flyers. In
addition, several posters should be printed on
glossy paper to advertise these main events.

Radio Advertising can also be effective

to the families in your target audience. If
played for 10 days, on 2 stations, 6 times
on each station per day it will cost $1,380.

Your campaign really starts to take off when the

rubber meets the road. So lets talk dollars and cents
and see how much implementation will cost.

digital advertisements
Commercial

We recommend you place

15-second advertisements in both
Paramount 5 and Fat Cats theaters.
These two places provide a captive
audience and would reach the
desired target markets.

:15
Paramount 5 logo is a registered trademark.

1 month

$152

Please refer to the rate sheet in the Appendix

for more information on Radio Advertising.

:15
daily
average

200-600
tickets

1 month
Fat Cats logo is a registered trademark.

Cable Factory Campaign

$240
Budget

35

Budget spreadsheet
cold, hard dollars and cents

concluding thoughts

advertising

apr-14

may-14

jun-14 jul-14

aug-14 sep-14 oct-14 nov-14 dec-14

jan-15 feb-15 mar-15

total

Promotions Flyers (3000 total)

23

23

23

23

92

Promotions Glossy
Poster (4 per event)

26

26

26

26

104

BYUI Scroll

400

400

400

1,200

Paramount Theater Pre-Show

136

136

136

136

136

136

816

Fat Cats Theater

240

240

240

720

Advertising Total

426

49

185

399

136

400

376

402

559

2,932

other

apr-14

may-14

jun-14 jul-14

aug-14 sep-14 oct-14 nov-14 dec-14

jan-15 feb-15 mar-15

total

ProShop Sign

75

75

DJ

400

400

Other Total

475

475

Budget Total

426

524

185

399

136

400

376

402

559

3,407

other recommendations

apr-14

may-14

jun-14 jul-14

aug-14 sep-14 oct-14 nov-14 dec-14

jan-15 feb-15 mar-15

total

Radio Ad

1,380

1,380

Billboard

840

840

Other Total

2,220

2,220

Cable Factory Campaign

Your marketing campaign will cost a grand total of $3,407

which is under budget and leaves you wiggle room to try
one of the other recommendations if you so desire.

total

$3,407
Alright, youre in the black!

In the Appendix, are items for your reference. Please look

through it and discover the goodies we have placed in it.

Budget spreadsheet

37

Appendix
additional information

news release

For more information you can reach:

We want to be able to help give back to this community and especially to such a
great cause as the Family Crisis Center that does so much for those in need. We hope
to be able to raise money for the Crisis Center and allow the community to come
together and have a fun time enjoying what we have locally. Cira Fear, event
manager

Michelle: 208.359.2600 - Fats Cats HR Manager

Cameron Andrews: 208.351.2485 - Paramount Theater Advertising
Kent Marboe: 208.523.7811 - Rexburg Lamar Advertising

- Cable Driven Adrenaline

Contact
Telephone
Email
Website

FOR IMMEDIATE RELEASE

August 23, 2014

Brett Kesler, Owner

208-356-3681
rexburgcablefactory@gmail.com
rexburgcabefactory.com

John Thompson: 208.496.3737 - Soapbox General Manager

Billboard Information
Billboard Source: (http://www.lamar.com/InventoryBrowser)

###
If you would like more information about this event, please contact Brett Kesler, Owner at 208-356-3681
or email at rexburgcablefactory@gmail.com.
Attached is a flyer used for the event and you can also visit Cable Factory website at
www.rexburgcablefactory.com

Bryun Lemon: 208.356.5441 - Standard Journal Advertising

John Thompson: 208.496.3711 The Scroll

Find the full

document in the
Flash Drive.

CABLE FACTORY SUMMER EVENT TO BENEFIT LOCAL ORGANIZATION

Cable Factory at Rainbow Lake is hosting an end of summer bash with a portion of the
proceeds going to support The Family Crisis Center.
REXBURG, ID -- August 23, 2014 Cable Factory located at Rainbow Lake in Rexburg, ID is hosting an end
of the season bash. The focus of this event will be to bring students together to enjoy a day on the
beach with water sports, food, music and games. Family Crisis Center will receive a portion of the
proceeds to help other members in the community. This is a public event and all are welcome to join in
the day-long celebration beginning at 10 A.M. and ending later that evening with a bon-fire. Cable
Factory at Rainbow Lake is directly off Highway 20 located at 2245 South 2000 West Rexburg, Idaho
83440. Admission is only $5 a car load and all of that money will go to the Family Crisis Center. Along
with beach access there will be many other things available for the whole family such as food vendors,
discounted paddle boating and cable wakeboarding, bounce house and face painting for the kids and
other vendors and booths from the community.
"Cable wakeboarding is a way to enjoy wake boarding or water skiing without having
to own a boat.
Cable Factory is the first wakeboard cable park in eastern Idaho and the first cable snowboard park in
the U.S. They offer wakeboarding, paddle boarding, kayaking, fishing, and they have a beach area for
swimming during the summer and a cable snowboard park during the winter. There is also a RV park for
those coming to visit out of town.
Family Crisis Center exists to serve victims of domestic violence, sexual assault, and stalking. They cover
a four-county area of Idaho: Madison, Fremont, Jefferson, and Clarke. They serve victims, do awareness
presentations, and help those in need. Along with their services they also maintain a Thrift Store in their
basement, open Monday through Friday from 10:00 AM to 3:00 PM, all proceeds going to further
support the Family Crisis Center. They accept donations of clothing, house ware, and all manner of
items.

-More-

Cable Factory Campaign

Appendix

39