If you live in Rexburg, you already know the soda-shop scene is no joke. In a town of roughly 40,000 people, there are about twelve specialty soda shops (meaning Rexburg has 25–30 soda shops per 100,000 residents), more than double the U.S. average of thirteen. That makes Rexburg one of the most saturated soda-shop towns in the nation. This level of saturation changes the game entirely. You can’t survive on location and cute branding. You need connection, visibility, and trust.
This is where Fixxology’s campaign began.
As Reputation Strategist, my focus wasn’t on “traditional marketing.” It was on rebuilding perception, earning trust, and making Fixxology feel like the community soda shop again. This is true public relations. My strategy centered on three pillars: partnering with local businesses, strengthening social media presence, and hosting a high-value event tailored to our key demographic: young moms and BYU–Idaho students.
1. Partnering With Local Businesses: Fixx Fridays
When I started this campaign, Fixxology already had a franchise-level initiative called “Fixx Fridays,” but it had never been executed at the Rexburg or Hibbard locations. I saw an opportunity for a weekly touchpoint for authentic relationship-building.
Fixx Fridays in Action
Over several weeks, I delivered complimentary drinks to carefully selected local businesses, focusing not on random stops but on companies aligned with our target audience and likely to collaborate. These in-person interactions led to meaningful connections and amplified earned media.
Once we shifted our visits to beauty and family-centered businesses, engagement skyrocketed. According to our analytics on Social Media, Fixx Friday collaborations far exceeded industry norms:
- Lowder Orthodontics: 9.97% engagement
- Rori’s Lasting Jewelry: 10.81% engagement
- Madison Ridge Chiropractic: 8.81% engagement
- Madison School District: 4.07% engagement
For context, the industry average engagement rate is only 1–3%. These partnerships weren’t small wins, they were proof that choosing the right collaborators transforms visibility.
Elementary School Outreach
One of my favorite parts of this pillar was distributing 600 BOGO cards to local elementary schools. This extended Fixxology beyond the college crowd and into family-centered communities. To date, 25 families have redeemed those offers, planting long-term loyalty where it matters most for the brand’s future.
Together, these efforts repositioned Fixxology as a friendly, familiar face in a community that values personal connection more than traditional advertising ever could.
2. Social Media: Making Fixxology a Brand People Want To Interact With
In a college town, social media is the front door of your business. So I partnered closely with the Social Media Manager, Candace, to develop content that felt authentically “Rexburg,” visually engaging, and worth sharing.
Behind the Content
We met frequently to strategize and align messaging. Candace led scripting and posting, and I became the on-camera representative for many Fixx Friday reels and brand collabs. Together, we created content that balanced trending audio with humor and strong aesthetics.
The Hibbard Instagram account became the campaign’s digital heartbeat. Our reels highlighted real people, real reactions, and real businesses.
Why It Worked
Unlike many corporate campaigns, the content wasn’t overly polished or forced. It felt local, personable, and fun. And the numbers backed it up, our earned media from business collaborations became one of our strongest drivers of brand perception and community engagement.
3. The Event: The “Santa Baby Social” That Brought Everything Together
The final pillar of our strategy was hosting a holiday event designed specifically for our primary audience of young moms. When we looked at who actually has influence in the community, the ones sharing recommendations, building trust, and showing up for activities, it was this group.
So the event was built around them.
Strategic Business Partners
We invited businesses that already resonated with young mothers and had meaningful followings of their own:
- Nailed It
- Rory’s Lasting Jewelry
- Beach Bum Spray Tans
- Tammy’s Hair Salon
This created mutual value. Through digital invitations, emails, posters, flyers, and influencer outreach, we generated buzz without paying for advertising.
Event Results
On December 9th, from 10 AM to 2 PM, Fixxology hosted 41 attendees, with six business representatives and four featured businesses. The atmosphere was exactly what we envisioned: fun, social, and interactive.
We offered a raffle where participants earned tickets for completing actions that grew brand engagement. With prizes ranging from tanning water to jewelry discounts to Fixxology merch, the incentives supported both Fixxology and our partner businesses.
This event positioned Fixxology as a community-centered brand with real relationships and real reach.
What This Campaign Proved
Across all three pillars, one theme kept showing up: relationships outperform traditional advertising.
Fixxology was competing in the most saturated soda market in the country, yet through consistent outreach, collaborative content, and a community-driven event, we strengthened the brand’s perception and expanded its reach.
As the Reputation Strategist, I learned how powerful community partnerships are, and how essential they are in markets where differentiation is everything. If the campaign continued, Fixx Fridays would remain the anchor. There is so much room to expand the initiative, increase social content around it, and continue widening Fixxology’s visibility in ways that no paid ad could match.
This campaign wasn’t just a class project. It was a real demonstration of what intentional public relations can do: build trust, create connection, and make a brand matter to the people it serves.
Kayla Lind, Public Relations Emphasis, Senior Showcase Fall 2025
