Prime Communications has developed a campaign to increase awareness of Colter's Creek Vineyard and Winery in preparation for receiving their American Viticultural Area license. The campaign aims to better understand the target audience through surveys, increase Colter's Creek's social media presence, rebrand their logo and menu through a community contest, advertise in local newspapers, and get community involvement through events. The goal is to establish Colter's Creek as a recognized winery in Idaho and increase their customer base.

1. 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
2

2. 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
3
INITIAL RESEARCH

3. 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.
4

4. TARGET MANAGEMENT
Audience 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.
5

5. CAMPAIGN GOAL
Prime 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
6
-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
JUNE
2014
-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

6. SEPTEMBER
2014
OCTOBER
2014
NOVEMBER
2014
DECEMBER
2014
JANUARY
2015
7
-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

7. CAMPAIGN STRATEGIES and TACTICS
a. 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:
8
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.

8. 10
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.

9. 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.
11

10. $800
$12,000
$4,000
$490
Social Media Advertisment Community Events Coupons
12
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

11. 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.
14

12. ABOUT the TEAM
Shelby Donald
Shelby 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 Sanders
Lauren 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 Toba
Jared 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.
15

14. 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

16. 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 #localvineslocalwines
Here’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!
9

17. 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.
13