OCI Marketing Team:Final Presentation on the

BYU Bestival

Tyler Archibald, Jacob Chronister, Keiton Dockstader, Dallin Hulet, and Jake Kershisnik

Agenda• What we hoped to accomplish with the Bestival

• Direct results from the Bestival

• Recommendations moving forward

Objectives of the Bestival• Have an event that promoted the name “BYU Store”

• Increase traffic for the store

• Create strong, positive association with BYU students that the store is a fun place to go

Direct Results of the Bestival• Reinforced rebranding – 4719 posts on Instagram with the BYU Store’s name

• Participants had an enjoyable experience• Greatly increased social media traffic• Students are now more aware of BYU Store services

• Developed a good relationship with Cotopaxi, whose Questival was the inspiration for the Bestival

Reinforced Rebranding“I like the BYU Store even more!”

“It definity upped your cool factor”“The BYU Store does fun things”

For each of the 4719 Instagram Posts• Participants had to type “BYU Store”• Participants had to wear the Bestival shirt (with the

store logo) • In between posts, participants were running around

town wearing Bestival shirts

Enjoyable Experience• “It was great that the BYU Store put on an event that advertised their goods while getting the community together even outside the store.”

• “Good excuse to have random fun!”

• “It gave me a chance to bond with some of my friends and have fun.”

• “I appreciate their support of good clean fun at no cost.”

Greatly increased social media traffic

• Instagram followers increased by 17%• The total BYU Store Instagram posts had doubled

within one hour of the Bestival starting• Facebook event page reached over 3000 people

Instagram is the next big thing33% of incoming Freshmen prefer Instagram over other Social Media interfaces (Piper Jaffray survey).

Participants gained a better knowledge of BYU Store services

• Forty challenges had participants performing tasks in the store

• Store staff chose what to promote• The majority of participants became aware of new

products or services the BYU Store offers during the Bestival

• “I hadn't been in the store for a long time; I was impressed with the greater variety of products.“

(Find a Spouse Section)

Built good relationship with Cotopaxi

• Davis Smith, founder of Cotopaxi, volunteered to meet with us to offer advice on how to run the event well

• Offered prizes and support to sponsor the event

• The Questival is a growing phenomenon around the country

Summary• Potential to reach a wide variety of students and members of the community

• Memorable, fun event

• Created a positive brand image

Recommendations• Turn the Bestival into an annual event

“I hope they keep doing cool events like this one.”

• Involve more sponsors, the event can be bigger and cost less for the store