What is Bear Lite Media?
When you drive down the street of 1st West in Rexburg, ID, you’ll find a small shop right across the street from Brolim called Bear Lite Media. This locally owned used bookstore specializes in rare, limited-edition, and hard-to-find books that you won’t easily discover anywhere else. Owned by Gretl Dixon since 2009, Bear Lite Media offers visitors a unique alternative to big-box bookstores and online retailers. Whether you’re searching for a special title or simply enjoy the charm of a small, independent shop, Bear Lite Media invites you to slow down, browse, and discover something unexpected.
Project Summary
My one goal for this project was not to completely rebuild the brand, but to make a solid foundation for the brand and the owner.
Through surveys, review analysis, and a closer look at the store’s communication style, I found three main challenges: low foot traffic, limited marketing efforts, and a small online presence. Using these insights, I created a 90-day public relations and marketing plan designed specifically with Bear Lite Media’s strengths, personality, and potential in mind. This plan focuses on creating inviting in-store events, building partnerships with other Rexburg businesses, and developing a warm, consistent, and community-focused social media presence.
Project Highlights
- Key Challenges: Survey results showed that 88.6% of respondents were unaware of Bear Lite Media, and review analysis revealed concerns about pricing and communication tone, indicating a major need for improved visibility and customer engagement.
- 90-Day PR & Marketing Plan: Created a structured strategy focused on increasing foot traffic, implementing consistent events, strengthening partnerships with local businesses, and improving the store’s digital presence.
- Brand Voice & Social Media: Established a warm, community-focused voice and designed a modern content plan—including weekly themes, event promotions, and customer spotlights- to help the store connect more effectively with its audience.
- In-Store Events: Proposed book clubs, children’s story time, student study nights, and trade-in days to encourage regular visits and foster stronger relationships within the Rexburg community.
- Practical Business Tools: Built a response guide, visual timeline, and partnership recommendations to give the store clear, actionable resources that are realistic for a small, locally operated business.