1      Zeke’s Blue Marlin Showdown            BSNS 4550: Advanced Marketing Communications               2013 Zeke’s Landi...
2                         Table of Contents            Team Philosophies                              3            Executi...
3Team PhilosophiesIgnition Marketing SolutionsMission Statement: “To spark genuine and effective results for every client,...
4Time Period      Campaign to run during the Summer/Fall billfish season of 2012 to create awareness      Actual tournamen...
5                  Newspaper ads in the local newspaper          o   Social Media will use                  Zeke’s Landi...
6        Weaknesses:            o Zeke’s has no current brand awareness in the tournament industry            o Lack of bi...
7New Orleans Invitational Billfish Tournament – New Orleans, LouisianaThe New Orleans Invitational Billfish Tournament is ...
8media, professional affiliations, editorial coverage and public relations, Internet exposure, merchandiseand on-site pres...
9entrants in from as far west as Texas. Cypress Cove Marina is an average facility in size whencomparing it to other Marin...
10    o   Interests: SEC Football (Florida, Georgia, Kentucky, South Carolina, Tennessee, Vanderbilt,        Alabama, Arka...
11The fact that it is expensive to enter the tournament and that it calls for the entrant to devote an entireweekend to th...
12Message StrategyThe target markets are looking for a festive and competitive event. The entrants want to compete at theh...
13    Promotional Giveaways (Appendix C)       o These items may include koozies, beach balls, bottle openers, lanyards, e...
14One activity geared toward adults could be tours of a handful of yachts. Zekes could possibly offer onefor free and char...
15meal tickets and access to membership only areas and services. This will also help Zeke to establish anoverall database ...
16    Tier One: Start about 6 months prior to the start of the tournament and include full color 4x6    postcards that inc...
17Media Plan/RecommendationsMedia Strategy   Use print media such as popular fishing magazines and newspaper ads to attrac...
18   Social Media      o Advertise for the tournament on Zeke’s website, Facebook page and Twitter account           immed...
19   Magazine ads – Marlin Magazine and sister magazines- $15,00       o Full Page ads -One in February and one in March  ...
20(E) IMPRESSIONSMKT@GMAIL.COM   (T) 269.930.0380
21Sponsorship RecommendationsPresenting Sponsor – $10,000 Donation   Sole title sponsor of Zeke’s Blue Marlin Showdown   U...
22   Your logo on:   o Some printed tournament materials (Including: marina map, sponsor page of tournament      program, ...
23ConclusionZeke’s is already one of the biggest marinas in the Southeast. They have the largest charter fishing fleetin t...
24ReferencesSimon, Jim. "World Billfish Series." Web. 19 Apr. 2012.       <http://www.worldbillfishseries.com/who_is_wbs.p...
25Appendix A – Logo(E) IMPRESSIONSMKT@GMAIL.COM   (T) 269.930.0380
26Appendix B – Print Ad(E) IMPRESSIONSMKT@GMAIL.COM   (T) 269.930.0380
27Appendix C – Promotional Materials(E) IMPRESSIONSMKT@GMAIL.COM         (T) 269.930.0380
28Appendix D – Outdoor Campaign(E) IMPRESSIONSMKT@GMAIL.COM    (T) 269.930.0380
29Appendix E- Guerilla Marketing(E) IMPRESSIONSMKT@GMAIL.COM     (T) 269.930.0380
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Zekes Integrated Branding Comm. Plan

  1. 1. 1 Zeke’s Blue Marlin Showdown BSNS 4550: Advanced Marketing Communications 2013 Zeke’s Landing Blue Marlin Tournament Prepared For: Anderson University – Professor Deidra Colvin Zeke’s Landing – Thad Stewart May 2, 1012 Prepared By: Ignition Marketing Solutions:Abby Armstrong, Matt Dougherty, Brittany Mitchell, Chris Peterson & Jack Young Impressions Marketing: Trent Bruce, Chris Mason, Jason Wiese & Addison Witt(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  2. 2. 2 Table of Contents Team Philosophies 3 Executive Summary 3 Industry Background 5 Industry & Competitor Overview 5 Buyer Analysis 9 Marketing Goals 11 IMC Objectives and Strategies 11 Creative Recommendations 11 Sales Promotion Recommendations 14 Public Relations Recommendations 15 Direct Marketing Recommendations 15 Internet/Interactive Recommendations 16 Media Plan Recommendations 17 Campaign Flowchart 20 Sponsor Recommendations 21 Conclusion 23 References 24 Appendix 25(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  3. 3. 3Team PhilosophiesIgnition Marketing SolutionsMission Statement: “To spark genuine and effective results for every client, every time, through ourdedication to innovation, creativity and raw drive to be the strongest agency for our clients’ needs.”Tag Line: “Igniting ideas into explosive results”Impressions MarketingMission Statement/Tag Line: “We do not want to make just another ad, but a lasting impression.”Executive SummaryMajor Target Audiences Entrants: o Males ages 25-55 with an average age of 42.5 o Live in the Southwest region of the U.S. o Wealthy, high income with a median annual income of $245,000 o Average net worth of $2,400,000 o Annual average of days spent fishing: 84.4 o Average of 26 years fishing experience o 28% own a second home o 88% are or have been married o 65% of entrants have children o Interests include- SEC football, church affiliated, outdoor activities, water sports, beer, tobacco, hunting, grilling and golf(Simons, 2009) Potential Sponsors: Industries most compatible with the tournament should be targeted. Below are some suggestions: o Beverages (alcoholic and non-alcoholic)  Budweiser  Coca-Cola o Apparel  Tommy Bahama  Sperry  Hataboi X o Fishing Gear/Equipment  Yamaha Motors  Galati Yacht Sales  Viking Yacht  Bass Pro Shop o Food  Cobalt  Shaggy’s o Local- such as Kaiser Realty(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  4. 4. 4Time Period Campaign to run during the Summer/Fall billfish season of 2012 to create awareness Actual tournament will take place during the Summer of 2013Campaign Objectives Primary: o Create and brand a WBS-qualifying tournament hosted by Zeke’s Landing o Differentiate Zeke’s Landing and their tournament from the “cookie cutter” tournaments of the Gulf Coast Secondary: o Drive business to and generate greater awareness of Zeke’s Landing and their supporting businesses (restaurants, shops, etc.) o Further Zeke’s reputation as a dominant marina in the SouthwestCampaign Theme/Slogan Name: Zeke’s Blue Marlin Showdown presented by (sponsor to be determined) Slogan: “How Big is Your Boat?” Theme: o Masculine o Competitive o Fantasy/Escape o Festival-type atmosphereBudget Advertising Budget: $75,000 Additional costs to be covered by sponsorship agreements (therefore, budget will be determined by ability to secure sponsors)Media Summary Target Market – Entrants o Print  Magazine ads in nationally circulated publications  Newspaper ads in the local newspaper o Social Media will use  Zeke’s Landing Facebook Page  Zeke’s Landing Twitter account  New website developed specifically for the tournament o Direct Marketing  Direct Mail and Email  Booth displays at prior fishing tournaments frequented by our target market Target Market – Spectators o Promotional Materials  Novelty items such as koozies, beach balls, pens, bottle openers, etc.  Apparel: Hats, T-shirts, etc. o Print Media  Magazine ads in nationally circulated publications(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  5. 5. 5  Newspaper ads in the local newspaper o Social Media will use  Zeke’s Landing Facebook Page  Zeke’s Landing Twitter account  New website developed specifically for the tournament o Outdoor Media:  Billboards  Posters/Signage  AerialIndustry Background Assessed in terms of tournaments in the WBS fishing circuit 32 Tournaments overall 8 Tournaments in the Gulf Coast DivisionIndustry & Competitor OverviewSituation Analysis Competing Tournaments (refer to the Competitive Landscape section for detailed information) o Bay Point Billfish Tournament o Blue Marlin Grand Championship o Emerald Coast Blue Marlin Classic o Mobile BGFC Memorial Day Tournament o New Orleans Invitational Billfish Tournament o Pensacola Billfish Tournament o Sarasota Slam Company Overview o Largest charter fishing fleet in the Southwest o Brand image is fun and exciting o Superior service and availabilitySWOT Analysis Strengths: o Established image in the Gulf o Facilities (dry docks, stores, restaurants, gas, etc.) o Majority market share for charter fishing o Budweiser – internationally recognized brand  Either a monetary or beverage sponsorship would be beneficial to Zeke’s  Currently Budweiser has no sponsorships for sport fishing in Alabama, making this an ideal market for Budweiser o Strong relationship with local sponsors and community  Brett Robinson – well-known local realty company  Three Palms Vacation Rentals – high quality vacation/rental homes with the same target market as the tournament; potential customers for both parties  Kaiser Realty – locally known for sponsoring local businesses that make an impact on their community(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  6. 6. 6 Weaknesses: o Zeke’s has no current brand awareness in the tournament industry o Lack of big tournament experience (No WBS affiliation) o Limited docking space o Recognized for tourism and charter fishing, not big time tournaments o Dwindled B2B marketing in recent years Opportunities: o Build and strengthen relationships with industry-related brands o Tournament legitimacy (become WBS qualified) o Tournament validity (become a more recognized tournament on the Gulf) o Tournament growth (more entries each tournament and more tournament variety) o Differentiate between other tournaments o Draw sponsor-brand loyal customers to Zeke’s o Brand exposure for sponsors o Foster/better relationships with local businesses by attracting potential customers for them Zeke’s can align themselves via sponsorships with other established national brands in the industry o Sponsors stand to liven the tournament environment as concurrent events by sponsors will generate additional non-tournament business at Zeke’s Threats: o Potential lack of sponsorship interest o High competition in the charter fishing industry on the Gulf shore o Blue Marlin Tournaments typically “cookie cutter” (little differentiation) o BP oil spill may affect tournaments in the future o Numerous substitute activities in the area o Sponsors may bring increased competition for local businesses o Lack of experience in hosting a large blue marlin (for-profit) tournament o Small window of opportunity (e.g., several other tournaments competing during a seasonal timeframe makes it difficult to find a weekend without competitive overlap) o Potential for inclement weatherCompetitive LandscapeDirect Competitors: WBS Qualifying TournamentsEmerald Coast Blue Marlin Classic – Sandestin, FloridaThe main selling points are a high cash prize, their location at the Sandestin Golf and Beach Resort,special events that last all day, and sponsor exhibits. The main objective of their advertising message isto promote the high cash prize and using its host, the Sandestin Resort. The Sandestin Resort is ratedamong the best resorts on the Emerald Coast. They use their strong reputation and atmosphere of theresort to promote the tournament. Emerald Coast Blue Marlin Classic is ranked as a Top 10 Big MoneyTournament in the world. It has established itself as the fastest growing tournament on the Gulf Coast inFlorida. It started in 2003 with 45 teams and over $300,000 cash awards. In 2011, there were 71 teamswith 352 anglers and over $1,400,000 in cash awards. Also, the host resort is the number one rankedresort in the South. This tournament uses print, web and televised media to promote. Also, NewsChannel 7 broadcast the weigh-ins live. (ECBC, 2012)(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  7. 7. 7New Orleans Invitational Billfish Tournament – New Orleans, LouisianaThe New Orleans Invitational Billfish Tournament is a private club tournament. A membership is requiredto compete in this tournament. This tournament has been recognized as having one of the highest catchand release ratios compared to similar clubs. They have received recognition by many conservationcircles for their collection of scientific data on billfish. The club has been established for 40 years. Thefocus on their tournament is to create a fun and friendly environment .(NOBGFC, 2012)2012 Mobile BGFC Memorial Day Tournament – Orange Beach, AlabamaThis tournament’s main attraction is that it is the only WBS tournament in the Gulf region that is onMemorial Day weekend. Many teams will have time off from work to compete in this tournament, whichgives them a strong advantage. This tournament is open for any entrants. However, there is amembership application for those who want to receive extra perks. These perks range from no additionalcharges for changes to additional discounts. Over the past two years, they have been part of a campaignto raise money to expand their clubhouse and make some renovations. (MBGFC, 2012)Blue Marlin Grand Championship of the Gulf – Orange Beach, AlabamaThere is very little information on this tournament. We are assuming that it is relatively new or requiresmembership. One key item to note is that this is not the Championship for the WBS. Its name can berather deceiving to those who are interested in the WBS Championship. (BMGC, 2012)White Marlin Shootout – Pensacola, FloridaThis is a four day tournament that includes music, games, gambling, and three days of fishing. Each nighthas a different theme or attraction with a variety of food. Their primary advertising objective is providing afun and competitive fishing tournament. They show descriptive layouts for each day and the dailyfestivities within their advertising. The design of the tournament flier plays off the name (shootout) byhaving a pirate skull with a cowboy hat. Below that image are two six shooters and fishing reels. Itshows that this is a fun and laid back event, and using the word shootout adds to the competitiveness ofthe tournament. This tournament has a few big sponsors like Pepsi, Miller Lite, local yacht clubs and acasino. The choice in sponsors shows that there is a lot of money being spent during this tournament.One of this tournament’s strengths is the look and feel they are working to achieve is consistent theirbrand identity. (WMS, 2012)Sarasota Slam – Sarasota, FloridaThe Home Builders Association hosts this tournament. It has a classier feel compared to other WBSqualifying tournaments. In the design of the logo and layout it shows that the fishing itself is the maindraw. They have parties in the evening and events sponsored by Budweiser. All of the events for thistournament are hosted at Marina Jack hotel. This is interesting because all of the entries will be spendinga lot of time at Marina Jack and most likely staying at that hotel. They are hosting a Texas Hold’em nightwith the grand prize being a four-day cruise for two people. Another thing that they are using to add totheir brand identity is partnering with a charity. The charity of choice is a program that helps soldiersinjured after the 9/11 tragedies. Having a charity like this adds to the culture of the tournament.The Sarasota Slam uses a sponsorship packet to help persuade businesses to donate to the tournament.The packet includes a schedule with the dates and times of events that are alluded to. After the scheduleis a formal welcome that sells the idea of being a sponsor and touches on of few benefits of donating. Thewelcome also includes the contact information for the tournament director and the dock master. The nextpage in the packet includes a list of tournament promotions options. The Sarasota Slam offers mass(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  8. 8. 8media, professional affiliations, editorial coverage and public relations, Internet exposure, merchandiseand on-site presence. The next three pages explain what each donation amount will entail for thesponsor. Donations start at $10,000 and go all the way down to $100. Sponsors have the option to give adonation that goes to the overall consumption of the tournament or to support an exclusive subject.Exclusive sponsorships include dinner, official angler T-shirts and beverage cups. There is also an optionfor website banner and logo ads. The last page offers a form for the business to fill out if they areinterested. The popularity of the Sarasota Slam is currently growing within the community of sport fishers.This event has been taking place for ten years and has built strong relationships with its entrants and itssponsors. The tournament gathered 68 sponsors with the presenting sponsor advanced auto design.(SS, 2012)Baypoint Billfish Tournament – Panama City, FloridaThis tournament has been cancelled for the 2012 season. In 2010, the tournament was cancelled due tothe oil spill. The tournament has been around since 1984 and besides a couple of road bumps it hasbeen successful. In past tournaments, they have given hundreds of thousands of dollars in prizes.Baypoint has live bands at night for entertainment for the entrants. They also have had “Miss Billfish”bikini contests, which draw in a different crowd from other tournaments. The main reason the tournamentwas cancelled this year is because of the high costs of fuel and lack of sponsorship. (BBIT, 2012)Pensacola International Billfish Tournament – Pensacola, FloridaThis tournament has been taking place for the past 40 years. It is located along the gulf coast. Thistournament allows their boats to leave from four different marinas: Mobile, Orange Beach, Pensacola andDestin. These marinas are partnered with this tournament to allow the boats to leave and be stored there.A point that stands out about this tournament is that there are three different tournaments based on ageand gender. There is a junior, ladies and international tournament, which are spaced out a few daysbetween each other. A way that this tournament is trying to stand out is by announcing that there will beover $500,000 in cash prizes. The most unique factor is that it is a family attraction, not just somethingfor the men. Their website and Facebook page are a couple ways they are getting the word out about thetournament. It is part of the Pensacola Big Game Fishing Club, which has a number of dedicatedfishermen who would serve as a good target market of influential people. (IGFA, 2012)Indirect Competitors: Non-WBS tournamentsGulf Coast Open – Sarasota, FloridaThis second annual two day tournament in Sarasota, Florida is a charitable tournament that sends all ®proceeds to the Make-A-Wish Foundation of Central and Northern Florida. The goal for the tournamentis to raise enough money for at least two “wishes,” or roughly $14,000. To a wealthy target market, acharitable event is something that may be appealing; winning a specific title rather than prize money andgiving back to the community. The Gulf Coast Open is comprised of two events (Big Pig Shoot-Out &Contender Kingfish Jackpot) which appeals to a larger target market. The event lists 43 different rulesand regulations, which may poise as an issue with participants because not all are required of the WBS.(GCO, 2012)The Cajun Canyons Billfish Classic – Venice, LouisianaCypress Cove is hosting a relaxed style of tournament to their entrants by encouraging/enabling a partyoriented atmosphere by offering “hangover clinics” each morning and requiring the fishermen to tag andrelease what they catch. Being located in Venice, Louisiana is a unique characteristic, potentially pulling(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  9. 9. 9entrants in from as far west as Texas. Cypress Cove Marina is an average facility in size whencomparing it to other Marinas on the Gulf Coast. (CCBC, 2012)Mississippi Gulf Coast Billfish Classic – Biloxi, MississippiThis Billfish Classic claims to be the “premier billfish tournament event in the entire Gulf of Mexico.”Located in Biloxi, Mississippi, the Isle Casino Hotel facilitates a party mentality and offers a high-energygaming, gambling and entertainment atmosphere throughout the week. This year will be the 16th annualMississippi Gulf Coast Billfish Classic, proving that this is a popular tournament with a loyal following.Last year there were 14 different generous cash prizes awarded, fluctuating all the way to $100,000. Thistournament offers an extensive lineup of secondary activities with four days prior to the tournament for theparticipants to enjoy and relax before the tournament with multiple nightlife attractions and bandsperforming during every night of the week. (MGCBC, 2012)Orange Beach Billfish Classic – Orange Beach, AlabamaIs a non-profit fishing tournament, 100% of its proceeds to those organizations that represent the voice ofthe sport fisherman.” This tournament was founded in 1997 so they have an established reputation and aunique selling pointing being a non-profit. This tournament is also a release only billfish tournament.OBBC is a World Billfish Series Event that takes place “at Orange Beach Marina, one of the nicestmarinas on the upper gulf coast in Orange Beach, Alabama. On the website testimonies can be found ofpeople’s personal experience with the tournament and their letters of endearment. Coast ConservationAssociation—a grass roots conservation organization working in Alabama’s coastal areas to preserve,conserve and enhance our saltwater recreational fishery, wrote letters to the Orange Beach city mayorsaying how pleased they have been with the OBBC’s donations and their overall mission. Each of thesesponsors can publicize the fact that they are supporting a non-profit group as well as the OBBC’s mission.The OBBC has the opportunity to grow and reach out to sponsors who have an interest in helping non-profits. A non-profit would help each sponsor promote his or her goodwill by giving to this tournament.This tournament has no real weaknesses when it comes to sponsors. The general public would approveof any and all gulf coast preservation. (OBBC, 2012)Buyer Analysis Primary Target Market Profile o Males ages 25-55, average age of 42.5 o Lives in the Southeast region of the United States (Alabama, Arkansas, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia and West Virginia) o Wealthy businessmen/business owners o Median income: $245,000 o Average net worth: $2,400,000 o Average days fishing per year: 84.4 o Average years fishing: 26 o 28% of entrants own a second home o 88% of entrants have been married o 65% of entrants have children (Simons, 2009)(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  10. 10. 10 o Interests: SEC Football (Florida, Georgia, Kentucky, South Carolina, Tennessee, Vanderbilt, Alabama, Arkansas, Auburn, LSU, Mississippi State, Mississippi, Texas A&M and Missouri), church affiliation, outdoor activities including; other water sports, camping, hunting, ATVS, grilling, and golf. Products: camouflage attire and accessories, beer, tobacco, Viking Yachts, Hatteras Yachts, Cabo Yachts, Buddy Davis Yachts, Ocean Yacht, Coast Del Mar sunglasses, Pelagic apparel, Guy Harvey apparel, Tommy Bahama apparel, Ocean Rider footwear, Sperry footwear, Aftco rods and reels, Black Bart lures, Shimano rods and reels, Merlin lures and Wide Range lures o Magazines: Marlin Magazine, International Game Fish Association, Kayak Angler, ESPN, NFL and NCAA Football o Television: ESPN, Inside Sport fishing, The Sportsman Channel, Outdoor Channel, Discovery Planet and The American Outdoorsmen For entrants, Blue Marlin tournaments are an experience that allows them to get away from the routine of work, the worries in life and to escape from email and phone calls. Entrants want an upscale environment around other wealthy people who hold similar interests. Blue Marlin tournaments are fun events. Entrants want to have an enjoyable time, not only during fishing but on shore as well. Catching Blue Marlin is a challenging task and is considered one of the most prestigious catches. Entrants embrace the challenge of trying to catch something twice their size. They receive a thrill from dominating over another entity. Entrants are driven by the challenge, the thrill and the risk associated with competitive tournament fishing. Secondary Target Market Profile o The local community holds many of the same characteristics as the primary target market. The key difference is that they are less likely to be entrants. They will; however, be more likely to be spectators at weigh-ins and award ceremonies. Their main reasons for attending will be supporting a community event, an interest in blue marlins and fishing and engaging in the festive activities. o Because of the yachts that are used at Blue Marlin tournaments, family members have the capability of staying with entrants throughout the tournament. Family members who attend will have very similar interests as the primary target market. Family members will be there to support those competing, participate with competing entrants and take a vacation similar to the entrant.Buying Decision ProcessThe decision maker is the primary target market: males from 25-55 years old and located in theSoutheast region of the United States. Key influencers are family members, friends, business associatesand other entrants whom they have competed against in the past.Decision-making behavior for this tournament is characterized by extended amount of problem solving,meaning that a potential entrant must do a moderate amount of research in order to find out the detailsabout a specific tournament, such as location, price, reward and overall structure of the tournament. Aftercompletion of the initial research, a potential entrant must solve the following issues before decidingwhether or not to enter the tournament: o Days of availability o Transportation to and from tournament o Price/Cost of participation o WBS qualification preference o Access to a charter boat o Substitute activities/other tournament(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  11. 11. 11The fact that it is expensive to enter the tournament and that it calls for the entrant to devote an entireweekend to the event makes a high involvement decision. The high price tag of fishing tournaments;however, may be irrelevant to many of the entrants due to their demographics, and many of the entrantsmay fish multiple tournaments every summer, making the decision relatively low involvement.The following are key factors that influence buyer behavior for this product: o Price o Prize/Reward o Location o Reputation of the tournament host o WBS qualification o Level of competitionMarketing Goals Build rapport within the charter fishing community Establish tournament brand and a foundation for future tournaments and events Expose Zeke’s Landing and increase awareness among entrants and the fishing communityIMC Objectives and StrategiesIn order for the Zeke’s Blue Marlin Showdown to stand apart from other World Billfish Series tournamentson the Gulf Coast, the primary communication objective of this campaign is to establish the brand ofZeke’s Blue Marlin Showdown. The message strategy is to establish a differentiated World Billfish Seriestournament that offers a unique environment and activities for the entrants to enjoy and also by creating abuzz in the charter fish community on the Gulf Coast. The secondary objective is to build a preference forZeke’s amongst the entrants. The message strategy is oriented toward relationship building.The business objective of this campaign is to gain sponsorships and generate traffic to Zeke’s LandingMarina and restaurants as well as to profit from entrant’s fees. The message strategy is to build afoundation for the tournament for years to come by offering a differentiated tournament to the WBScommunity. This will draw a new customer base as well as attract previous customers and establish abrand loyalty to the tournament.In order to reach these marketing objectives, we suggest that a media campaign is implemented that istargeting entrants and sponsors, and encourages spectators to become be a part of the event. Thiscampaign will promote the first annual Zeke’s Blue Marlin Showdown and will be the foundation for thetournament in the future. We will communicate to entrants the uniqueness of this tournament throughemotional, sex and humor appeals. Potential sponsors will also be informed this great businessopportunity because of the specific demographic that is included with the target market for thistournament. This campaign will be addressed in further detail in the media section of the report.Creative RecommendationsAdvertising objectives Create awareness of the blue marlin tournament and its key areas of differentiation Establish a brand that creates an emotional appeal with target market segments(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  12. 12. 12Message StrategyThe target markets are looking for a festive and competitive event. The entrants want to compete at thehighest level and be able to enjoy all aspects at sea and on shore. Spectators want to be entertained.They want an environment that is celebratory and festive that brings excitement. Also, a factor of theexcitement of the weigh-in is based on how well the entrants compete. Entrants and spectatorparticipation will, in turn, attract potential sponsors.Our message strategy will be emphasize that Zeke’s Blue Marlin Showdown will provide the highest levelof competiveness and provide an atmosphere that is festive for spectators and entrants.Message Appeal Emotional Appeal o Pride: the feeling of pleasure from one’s own achievements o Competitiveness: an aggressive willingness to compete Sex Appeal o Grabs attention of our target market o Creates discussion o Targets natural instincts and thus an incredible motivational factor, which is an attractive attribute to break through clutter Humor Appeal o Tag Line: “How Big is Your Boat?” is sarcastic and humorous; a play on words (and it appeals to the competitive nature of the sport)Creative Executions Tournament Name o Zeke’s Blue Marlin Showdown emphasizes the Zeke’s brand and establishes the tournament around a familiar name in the fishing community. A showdown is a confrontation or face-off. It represents the competition between the entrants that will take place at sea and on land. Logo Design (Appendix A) o The logo has a similar look and feel as a family crest. It also gives the illusion of a ship heading straight towards the viewer, breaking through the waves. In the middle, there are two fishing poles attached to a blue marlin. The intention of this is to represent the showdown and the competition between entrants. The color scheme reflects Zeke’s current scheme. A space has been left for a title sponsor. Tag Line o “How Big is Your Boat?” connects with the competitive nature of the entrants as well as their sense of pride. Each entrant wants to be the best competitor they can be and this statement reflects that attitude. Second, it contains a sexual innuendo that will appeal to our male target market. This is a calculated risk, but it will stir conversation and attract attention and it is appropriate for the target market. Print Ads (Appendix B) o Print ads will target entrants. They will include the logo, tagline, what to expect, registration and dates. Each will highlight the two focuses of the event; competition and party. The intent is to make the logo a key focal point to establish a brand image. Tournament Booth Design o The tournament booth will consist of three banners; one on the table booth and two vertical banners.(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  13. 13. 13 Promotional Giveaways (Appendix C) o These items may include koozies, beach balls, bottle openers, lanyards, etc. The intent is to created buzz in the community, as well as, be a reminder to the entrants of the tournament. They will include the tournament logo and “How Big Is Your Boat?” theme. Outdoor Campaign (Appendix D) o Billboards are intended to reach spectators. They will have the similar feel as the print ads but include more info on big events such as the weigh-in. Guerilla Marketing- (Appendix E) o Table Tents placed at local restaurants o Door Hangers placed at local hotels  All guerilla marketing will include the logo, tagline, and the date. Sponsors will have the option of including their logos on selected materials. These will be used as quick reminders of the upcoming event. A website will be included for those who want more information or to register.Mock/Suggested Schedule for Entrants and Spectators Wednesday Thursday Friday Saturday 6:00a.m. Fishing/Marina Fishing/Marina Activities Activities Noon Fishing/Marina Fishing/Marina Awards Ceremony Activities Activities Departure 6:00p.m. Registration/ Weigh-in Weigh-in Captains Meeting 8:00p.m. Casino Night Live BandWednesday EveningWhen the entrants arrive, they will be asked to meet in the respected check-in area. Afterwards, there willbe a mandatory captain’s only meeting to make sure each boat is on the same page for what is in storethroughout the tournament at sea as well as on land. All of the entrants will be heavily informed prior toregistration and the captain’s meeting, but will be reminded on the many things that will be going on thateach crew may participate in. Wednesday night is primarily to get the entrants mentally prepared withinformation and also give them time to prep their boats for the tournament.Thursday and Friday Morning/Afternoon at Zeke’sThursday and Friday mornings and afternoons on the marina will consist of many different excitingactivities to keep spectators at the event and to make sure they have a great experience that will helpZekes Landing earn a good reputation in the community. The activities will be open from 9am until 6pmon the marina, and will be free admission to all. Simple activities or sights for the spectators includesponsor booths with promotional materials to look at, a giant marlin hanging up for anyone to takepictures beside (possibly for a small fee) and a wooden statue of a marlin on a hook and a fisherman withhis head cut out so that spectators can stick their head in its place for a fun picture.Specifically for children, there will be a small tank filled with tiny fish for junior catch-and-release fishing.A small fee can be charged for this activity. If a child catches a fish they can receive Zekes merchandisesuch as a hat, T-shirt, or pin, etc. for extra promotion.(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  14. 14. 14One activity geared toward adults could be tours of a handful of yachts. Zekes could possibly offer onefor free and charge a small fee for tours of larger yachts. Another option for adults is a farthest castcompetition. This could either be into the water or on a long surface safe from the crowd so it is easier tomeasure. A small fee could be charged and prizes that promote Zekes would be beneficial, such as T-shirts, hats or pins.For food options, both of Zekes restaurants should be open because of the traffic during both the lunchand early dinner hour. Local vendors may also rent out a booth space to sell their food at the marina.Thursday and Friday Evening (Weigh-in)When the boats return from a long day of fishing, they will return to a marina alive with spectators andpeople eager to see what was caught. As the dusk approaches Gulf Shores, each boat with display theircatches to the spectators at the weigh-in station with popular booths and tents surrounding the mainstage creating an exciting environment for the fishermen to display catch.Thursday Night (Casino Night)Thursday night, the marina will be closed to regular spectators and be turned into a casino atmospherewhere the entrants can enjoy good food, beverages and gambling with their tournament competition. Thecasino tent/area will be staffed with outgoing individuals (preferably women) that can give an exclusiveevent feel to the marina, making it unique to charter fishing tournaments. The casino will consist of oneroulette table, four blackjack tables, two Texas Hold’em tables, and multiple drink booths where entrantscan relax with a cold beverage and enjoy good food. Providing the entrants a casino atmosphere will be agood way for them to escape the long day of fishing before they have to go out and fish another long dayin the morning.Friday Night (Live Band)The final night after weigh-ins, Zeke’s Landing will host a live band for entrants and spectators to enjoy.The targeted band will be musicians similar to Jimmy Buffet or a band of the genre/feel. Having a concerton or next to the marina will be a good way for the entrants to celebrate their long weekend of fishing witha final celebration. Allowing spectators to be in the audience of the band as well will make for anextravagant event as well. Keeping the booths and stands open until or during the concert is also a goodidea to provide food and beverage to complement Zeke’s Landing restaurants.Saturday Morning (Ceremony and Departure)Saturday will conclude the tournament with the first, second and third place boats receiving a trophy andcash prizes. All entrants will also receive a Captain’s bucket with an assortment of gifts from sponsors aswell as a thank you from Zeke’s Landing.Sales Promotion RecommendationsEntrants Loyalty ProgramIn an effort to gain loyalty to Zeke’s Landing and to keep entrants coming back, Zeke’s Landing shouldencourage entrants to gain membership to Zeke’s marina. Doing so will give entrants multiple incentivessuch as (but not limited to) reduced entrant fee for the Blue Marlin Showdown, coupons or discounted(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  15. 15. 15meal tickets and access to membership only areas and services. This will also help Zeke to establish anoverall database for future Zeke’s Landing tournaments. Pre-RegistrationEntrants who pre-register for the event before certain dates will receive a discounted entry fee as well asspecial Zeke’s Landing/Blue Marlin Showdown promotional materials such as a free Zeke’s Landing T-shirt, ball cap, keychain, bottle opener, etc. Entrants should be able to pre-register on the Zeke’s Landingwebsite as well as at any booths set up at tournament locations. Winner IncentiveTo further create incentive and to help stir a competitive atmosphere, the winner of the previous BlueMarlin Showdown will not only be offered a monetary award but will also be eligible to compete in anotherZeke’s Landing tournament with their entry fee waved.SpectatorsSince there are no entry fees for spectators we recommend attracting Orange Beach residents to theevent by offering discount slips on meals at local eateries being showcased at Zeke’s landing. These willalso be available through local newspaper deals.Public Relations RecommendationsObjectivesBuild better community relations among the residents in Orange Beach. Zeke’s Landing should makesure that the residents feel like they are an important part of the event and that they are welcome andincluded.StrategySponsor a community contest promoting the tournament that community members and area visitors areeligible to win.Promote to entrants a “Taste of Orange Beach” allowing local restaurants to increase their revenue.Allow specific and popular local causes to have a free booth at tournament that will allow viewers andentrants to donate to (education, United Way, etc.)MediaPress releases should be submitted to all local media, such as local radio stations, newspapers andtelevision stations to cover the tournament and especially newsworthy events, such as the weigh-in.Inviting local media and providing them the opportunity to report on a local event that has an effect on theOrange Beach community is a community-building effort. One of the events that will be focused on in thepress release will be the weigh-in. The weigh-in will give the media the chance to interview with thefishermen during the weigh-in and get their feedback about the event and community.Direct Marketing RecommendationsUsing an existing database and mailing list, Zeke’s should conduct an e-mail and direct mail campaign topromote awareness and encourage current and past Zeke’s Landing customers to compete in theupcoming Blue Marlin Showdown. Zeke’s should also take advantage of mailing lists provided by theWBS. The budget for this recommendation will be $3,500. The direct mail campaign should consist oftwo tiers:(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  16. 16. 16 Tier One: Start about 6 months prior to the start of the tournament and include full color 4x6 postcards that include the tournament name, dates, location, entry fee, brand, and a catchy slogan. This first mail burst’s primary objective is to create awareness of the Blue Marlin Showdown to Zeke’s entrant target market. Tier Two: Include full color 4x6 postcards that lists everything in the prior postcard as well as any incentives and competitive draw that comes from the tournament. It should also include Zeke’s Landing’s website and where to sign-up for the competition. This second direct mail piece’s primary objective is to attract entrants to sign-up for the tournament and should start about 3 months out before the Blue Marlin Showdown begins.We encourage Zeke’s Landing to set up booths at other tournaments during the summer of 2012. Theprimary objectives for these booths are to create awareness of the tournament and build relationshipswith other sponsors as well as with Zeke’s target market for Entrants. The booths will offer Zeke’spromotional merchandise such as T-shirts, ball caps, pens, notepads, bottle-openers, etc. Entrants willalso be able to enter for the tournament or sign-up to keep up-to-date with events and activitieshappening at Zeke’s. This will also help serve to create a data base for Zeke’s direct mail campaign.Internet RecommendationsSocial MediaTo directly promote the Blue Marlin Showdown with consumers already associated with Zeke’s Landing,Zeke’s should plan and implement a social media strategy through Facebook, Twitter, and YouTube.This will create awareness of the tournament to current loyal consumers of Zeke’s and may help spreadthe word through an inexpensive means.Social media will be able to give spectators a constant update on what is going on. Also, it will allowspectators chances to enter in constants or receive prizes. For example, if a spectator retweets a postfrom Zeke’s Landing account and show prove they can get free entrance to the festivities.Zeke’s should also take advantage of YouTube by creating and uploading video shorts advertising theBlue Marlin Showdown. These shorts should be funny and appeal to the entrant target market. Thesevideos can be posted on Facebook and Twitter as well as Zeke’s Landing’s website.WebsiteFor easy access and to direct traffic to their website, entrant sign-ups for the Blue Marlin Showdownshould be made available on the Zeke’s Landing Webpage. Also, any YouTube videos used should beplaced on the main page of their website.Phone & Tablet AppsTo differentiate the tournament from other fishing tournaments around the southeast, Zeke’s should workon creating an app specifically for their Blue Marlin Tournament. The app should include the itinerary forthe event, the list of entrants competing, and real time updates from competitors. Creating an app iscertainly an investment; therefore, Zeke’s may want to start development after the first tournament is inplace to see determine app contents and to gauge whether or not an app would be beneficial to thetournament experience. A starting budget would be $10,000.(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  17. 17. 17Media Plan/RecommendationsMedia Strategy Use print media such as popular fishing magazines and newspaper ads to attract tournament entrants and spectators Rent promotional booths at other fishing tournaments and use direct mail to attract tournament entrants Create buzz about the tournament through advertisements on local radio and news stations to attract local spectators Run local outdoor such as billboards and aerial ads to attract local spectators Update social media and company website regularly to keep entrants, spectators and sponsors informed of the status and details of the tournament Create a sponsorship packet to provide potential sponsors with several appealing optionsMedia PlanEntrants Print Media o Create print ads in popular fishing and WBS magazines that promote the competitive and party atmosphere of the tournament o Include the tournament and possibly Zeke’s Landing logo to establish brand awareness and top-of-mind awareness o Convince the reader that the tournament is a professional and highly competitive, yet entertaining and fun-filled weekend that is a “can’t miss” opportunity Social Media o Advertise for the tournament on Zeke’s website, Facebook page and Twitter account immediately to start spreading the word o Post pictures of blue marlins and other large fish to set the tone for the upcoming tournament o A free and effective way to advertise to and build relationships with potential entrants who are outside the general sphere of local reach Direct Marketing o Setting up booths at other large fishing tournaments around the Gulf allows Zeke’s to get in direct contact with potential entrants and promote the tournament o Hand out promotional giveaways to potential entrants at the tournament booths and in captain’s gift bags to instill brand awareness and development of the tournament brand o Develop or purchase email and phone number lists of potential entrants to get into direct contact with them to promote Zeke’s tournamentSpectators: Print Media o Create eye-catching print ads in local newspapers and popular fishing magazines that will attract the reader’s attention o All print media geared towards the spectators will promote the entertaining and competitive, yet family-friendly atmosphere at the tournament o The ads will focus on convincing the reader that attending the tournament will be a very fun and enjoyable way to spend their free time that weekend(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  18. 18. 18 Social Media o Advertise for the tournament on Zeke’s website, Facebook page and Twitter account immediately to start spreading the word o Post pictures of blue marlins and other large fish to set the tone for the upcoming tournament o Allows the opportunity to build relationships with potential spectators who are outside the reach of local advertisements o A free and effective way to advertise to a wide range of potential spectators Mass Media o Gives Zeke’s the ability to attract a wide variety of potential spectators through news station stories or local radio spots o News stories and radio ads should promote the entertaining and family-friendly fun surrounding the tournament o A live news story from the tournament would give Zeke’s the opportunity to show the viewer a live look-in at the fun atmosphere they are missing out on Promotional Giveaways o Offer many different forms of free promotional items such as T-shirts, key rings, bottle openers, beach balls, hats, lanyards and koozies to the spectators to create top-of-mind awareness of the tournament and the Zeke’s Landing brand o Make the promotional items easy to acquire and inexpensive to produce, yet durable enough to not appear too cheap o Print the tournament and/or Zeke’s Landing logo on all of the promotional items to spread awareness Outdoor Advertising o Create eye-catching billboards to promote the tournament o Promote tournament characteristics such as competitive environment, entertainment, and family fun through simple but bold graphics, including the tournament date o Run an aerial banner ad as the tournament is taking place to attract local spectatorsMeasurement and EvaluationEntrantsThe effectiveness of the media and advertisement campaign towards entrants will be determined by thenumber of tournament attendees. More specifically, the campaign will be measured by the number ofentrants registered a minimum of one week before the tournament.SpectatorsThe effectiveness of the campaign towards spectators will be determined by how many spectators takepart in activities throughout the tournament.Budget SummaryEntrants Booth Rentals at Other Tournaments o 10’ x 10’ booth at tournament: $750-1100 o Five total booths: approximately $5,500 Large color print ad in tournament programs: half page color ad at $750, full page color ad at $1,000 Promotional materials in captain’s buckets: $400 Large banner ad to hang at other tournaments: $200(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  19. 19. 19 Magazine ads – Marlin Magazine and sister magazines- $15,00 o Full Page ads -One in February and one in March o Events Section-posting the tournament on this section of their website is free and is connected to the sister websites of Marlin Magazine o Magazine Facts-40,000 in circulation with 120,000 total audiences o Online Facts-155,000 monthly page views with 33,000 monthly visitors. Also 10,000 eNews subscribers and 14,000 eMail subscribers. Over 6,200 Facebook and Twitter followers Direct Email ListSpectators Billboards (Lamar Advertising): 10’6’’x 36’ at $2,000 for 4 week net rate. Four total billboards Arial (Gulf Coast Aerial Advertising, Inc.): $210 per 50 min flight / Banner Production / included in flight cost / Three flights-two before tournament week, one during.Timetable Entrants: Spring 2013 to Summer 2013 Spectators: Spring 2013 to Summer 2013 Sponsors: Fall 2012 to Summer 2013Campaign Flowchart(See next page)(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  20. 20. 20(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  21. 21. 21Sponsorship RecommendationsPresenting Sponsor – $10,000 Donation Sole title sponsor of Zeke’s Blue Marlin Showdown Up to 4 corporate banners displayed around the marina, with a minimum of one banner behind the stage for weigh-in 8 VIP tickets to each event including, the kickoff, sponsor party, viewing areas during weigh-in, and gambling tent Full page color advertisement in event program in the location of your choosing (excluding front cover) 5 minutes to speak in front of the entrants at two Captain Meetings Access to the tournament participant mailing list Your logo featured on: o Home page, sponsor page, and title banner of website o Sponsor slide at all Captains Meetings o On all winning display checks o Displayed on all advertising for the tournament not already in circulation before commitment. o Front of all tournament shirts sold or given out o All printed tournament materials (Including: cover of event program, tournament badges, marina maps, sponsor page of tournament program, entry forms, direct mail pieces, all tournament banners and posters) Opportunity to address the audience at the tournament weigh-in and live concert Opportunity to provide promotional items in the Captain’s buckets A display table at all Captain’s Meetings, Weigh-in and all spectators’ events Recognition by Tournament Director throughout the eventPlatinum Sponsor – $2,500 2 Corporate banners displayed throughout the event 4 VIP tickets to each event including, the kickoff, sponsor party, viewing areas during weigh-in, and gambling tent Full page color advertisement in event program in a prominent location Access to tournament participant mailing list Your logo featured on: o Sponsor page of website and a logo ad on one page for 1 year after tournament o Some printed tournament materials (Including: marina map, sponsor page of tournament program, tournament banners and event posters) o Back of tournament shirts o Sponsor slide at all Captain Meetings Opportunity to provide Captain’s bucket promotional item Recognition by Tournament Director throughout the eventGold Sponsor – $1,500 1 corporate banner displayed throughout the event 2 VIP tickets to each event including, the kickoff, sponsor party, viewing areas during weigh-in, and gambling tent. Half page color advertisement in event program(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  22. 22. 22 Your logo on: o Some printed tournament materials (Including: marina map, sponsor page of tournament program, tournament banners and event posters) o Sponsor page of website o Sponsor slide at Captains Meetings Opportunity to provide Captain’s bucket promotional item Recognition by Tournament Director throughout the eventSilver Sponsor – $500 2 VIP tickets to sponsor party and kickoff Quarter page color advertisement in event program Your logo on: o Some printed tournament materials (Including: marina map, sponsor page of tournament program, tournament banners and event posters) o Sponsor page of website o Sponsor slide at Captains Meetings Opportunity to provide Captain’s bucket promotional item Recognition by Tournament Director throughout the eventBronze Sponsor – $250 Eighth page color advertisement in event program Your logo on: o Some printed tournament materials (Including: marina map, sponsor page of tournament program, tournament banners and event posters) o Sponsor page of website o Sponsor slide at Captains Meetings Opportunity to provide Captain’s bucket promotional item 2 VIP tickets to kickoff partyBasic Sponsor – $100 Your logo on: o Some printed tournament materials (Including: marina map, sponsor page of tournament program, tournament banners and event posters) o Sponsor page of website o Sponsor slide at Captains Meetings Opportunity to provide Captain’s bucket promotional item(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  23. 23. 23ConclusionZeke’s is already one of the biggest marinas in the Southeast. They have the largest charter fishing fleetin the region, and their brand is well known throughout their target market. Zeke’s is looking to bothexpand their offerings from a family charter fishing location to include a competitive fishing tournamentgeared towards the rich. In order to achieve this, Zeke’s needs to develop a branded tournament thatqualifies for the World Bill Fish Series (WBS) tournament circuit.We have created a marketing plan for a blue marlin tournament that will break the mold of the standard,cookie cutter Billfish tournament of the Gulf Coast. We have identified a wide array of sponsors thatwould be perfect to help build and support the creation of this tournament based on the needs of ourclient and the interests of our potential tournament entrants. We have created something of a festival; afun escape for both the fisherman and the local spectators, all geared towards driving business to Zeke’sLanding. Our media plan is extensive, including ads placed in nationally circulated fishing magazines,radio slots, digital and social media and tradition direct marketing in the form of direct mail and directemail marketing.All in all, this marketing plan is designed to do two things: 1) to further develop the already successfulbrand of Zeke’s Landing; and 2) to drive business to Zeke’s.(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  24. 24. 24ReferencesSimon, Jim. "World Billfish Series." Web. 19 Apr. 2012. <http://www.worldbillfishseries.com/who_is_wbs.php>."The Best on the Gulf." ECBC. Web. <http://www.fishecbc.com/>."Welcome To The New Orleans Big Game Fishing Club." New Orleans Big Game Fishing Club. Web. <http://www.nobgfc.com/>.Welcome to the Mobile Big Game Fishing Club. Web. http://www.mbgfc.org/Blue Marlin Grand Championship July 11-15, 2012. Web. <http://www.bluemarlingrandchampionship.com/>."Home Page." Site.whitemarlinshootout. <http://site.whitemarlinshootout.com/>.Sarasota Slam Fishing Tournament. <http://sarasotaslam.com/>.Bay Point Invitational Billfish Tournament. Web. <http://www.baypointbillfish.com/>.IGFA Offshore World Championship. Web. 19 Apr. 2012. <http://www.igfaoffshorechampionship.com/events/40th-annual-pensacola-international-billfish- tournament>.2012 Gulf Coast Open Fishing Tournament. Web. 19 Apr. 2012. <http://www.gulfcoastopen.com/>.-"CCBC Home." Web. 19 Apr. 2012. <http://www.comefishla.com/ccbc/>.Mississippi Gulf Coast Billfish Classic- Mississippi Gulf Coast Billfish Classic. Web. 19 Apr. 2012. <http://mgcbc.com/>.Orange Beach Billfish Classic- Orange Beach Billfish Classic. Web. 19 Apr. 2012. <http://www.orangebeachbillfishclassic.com/>.(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  25. 25. 25Appendix A – Logo(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  26. 26. 26Appendix B – Print Ad(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  27. 27. 27Appendix C – Promotional Materials(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  28. 28. 28Appendix D – Outdoor Campaign(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380
  29. 29. 29Appendix E- Guerilla Marketing(E) IMPRESSIONSMKT@GMAIL.COM (T) 269.930.0380

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