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St. George, UT
25
PR/Marketing Plan
West Sunset Blvd. & North Daybreak Drive St. George, UT 84770
Demographics
Who are your customers?
Demographics
Who are your customers?
Population: 39,131
Median age: 30.8
49.2% Male 50.8% Female
Retail Targets
Bigger Picture
Customer profile
Customer profile
Customer Priorities
Financial Habits
How are your
customers spending money?
Sales & Marketing
Sales
Know the market
St. George, UT:
- New Market
- Very little Brand Awareness
- Closest stands are in different states: Las Vegas & Reno, NV and Phoenix, AZ
- Very close to the AZ border (AZ has good DB Brand Awareness)
Marketing timeline
Marketing timeline
3-6 months:
Transition to earned media
(if any paid media exists)
1 month prior to opening:
Create media relationships/
Prime earned media
Meet neighboring businesses
*Deliver Neighbor Kits
6+ months:
Reduce marketing spend
(if any)
Focus on community involvement
GO Planning
Opening- 3 months:
Intense focus on marketing strategies
Getting it "right" at the window every time
PR Plan
Neighbor Kits
Neighbor Kits
- Make contact with neighboring businesses
- Explain GO traffic plan
- Provide contact information
- Leave extra experience cards
- https://merch.dutchbros.com/collections/outreach-materials/products/neighbor-kit
Suggested locations:
- Mt. America CU - Carquest Auto Parts - Touchless Carwash
- Shaved Ice US snow - Chase Bank - Farris & Utley PC
Earned media
Media Market: Salt Lake City, UT & Las Vegas, NV
Earned /Paid Media
- Prepare for: early morning live shots, live demonstrations and mid-day interviews
- Identify potential stories involving the store, location, you or the broistas
- PR will help with media training, setup and coordination
HAVE AN IDEA? LET US KNOW!
Community
Activities & Love Abounds
Events
Community events
Historic Downtown St. George
Red Hills Desert Garden
Red Cliffs National Conservation Area
Area non-profits
Area non-profits
Dutch Luv Day
Drink One for Dane Day
Buck For Kids Day
Local Nonprofit Organizations for consideration (Health, Youth, Music)
Important Names & Numbers
Key Contacts
Contact sheet
Important Contacts
PR Google Drive
PR Representative
Crisis Hotline
541-916-4806
https://drive.google.com/drive/folders/1osMxxSt-mEvJ5RUlzoB4UlX1nbILa25s
Melanie Spliethof
541-441-8655
PR@dutchbors.com
The PR drive contains stand closure memos, media FAQ's, campaign information, etc.
This number will ring to someone in HQ's leadership. When in doubt, always call :)
*This number should be used AFTER a call to the police, fire dept. etc.