COM411A_WCPS_IMC

West Coast Paddle Sports 1
West Coast Paddle Sports: Integrated Marketing Communication
Kelly Unruh
COM 411A: Advertising Strategies

Abstract
West Coast Paddle Sports is a family owned retailer in San Diego County that specializes in
stand up paddleboards and accessories. The One Thing that this campaign will get across to
the target audience is that West Coast Paddle Sports has a knowledgeable staff to help find
the right paddle gear for any ability. The target audience of West Coast Paddle Sports has
been defined as all paddlers who value customer service when choosing their paddle gear.
They appreciate the one-on-one service from retailers who are knowledgeable about their
products and willing to go the extra mile. This paper will provide an overview of the six
possible concepts for advertising. This includes show the product, benefit or alternative;
comparison, borrowed interest and testimonials. The accompanying slides utilize images that
represent the type of images that could be used in the actual creative.
West Coast Paddle Sports IMC Plan: Print
Print Concept #1: Show the Product
To “establish a brand image or reinforce that image,” the concept of show the product
is used (Altstiel & Grow, 2013, pg. 113). This helps the consumer quickly identify the brand
or product and look for the benefit second. For West Coast Paddle Sports, this concept will
leverage the logo and tag line. The logo, with its unique fonts and colors, is used so that the
audience can easily identify the company. The tag line, All Things SUP, gives the audience a
glimpse of the type of retailer that is West Coast Paddle Sports. Including the contact
information will direct the audience to their website or store for more information.

Print Concept #2: Show the Benefit
The show the benefit concept can include a creative layout or copy to reinforce the
benefits to the audience. The benefit can be featured prominently or be implied through the
visuals and copy. At West Coast Paddle Sports, the key benefit is the knowledgeable staff to
help find the right gear for every paddler. West Coast Paddle Sports also carries a wide range
of products, including models that the professional paddlers use. This concept shows that the
audience can feel like they are paddling like a pro even if their ability is not that of a pro. The
top image is of three pro paddlers receiving their awards at a recent race. The lower image is
of the West Coast Paddle Sports owner and two customers getting ready for a race earlier this
year. The headline allows the audience to perceive themselves as pro paddlers while the body
copy reinforces the benefit of knowledgeable staff.

Print Concept #3: Show the Alternative
The show the alternative concept is based on the “basic wants and needs of the target
audience” and can be overly dramatized through the creative (Altstiel & Grow, 2013, pg.
114). For the West Coast Paddle Sports example, this concept makes a play on the phrase ‘up
sh*t creek without a paddle’. This is visualized through an image of a paddler stranded
without a paddle. The headline puts into words what the image is trying the say. The body
copy reinforces that the knowledgeable staff will find the right gear in order to avoid a bad
situation.

Print Concept #4: Comparison
Online retailers are one of the main competitors of West Coast Paddle Sports. A
major differentiator between online and brick and mortar retailers is the ability to touch and
demo the product. Through a comparison concept, West Coast Paddle Sports shows the
frustrations of shopping online versus the personalized attention gained in-store in a comical
way. The concept shows that shopping in-store has a warm, family like feeling where
shopping online is more impersonal and frustrating. The body copy supports the positive
shopping experience in-store and the personalized attention of the staff.

Print Concept #5: Borrowed Interest
The concept of borrowed interest utilizes “something seemingly unrelated to make a
point,” that has “no obvious direct connection to the product name or benefit” (Altstiel &
Grow, 2013, pg. 117). The image should be dramatic and eye catching. Many paddlers feel a
sense of calm and peacefulness when out on the water. The visual of the hiker overlooking
the valley is to draw parallels to paddling and the connection with nature. The headline
alludes to how paddling is like hiking a mountain to take in a breathtaking view.

Print Concept #6: Testimonial
Testimonials can be very effective in advertising if they are also credible. The link
between the endorser and the product must be relevant. West Coast Paddle Sports supports
their customers in their passions. When one long time customer found out she had breast
cancer, the West Coast Paddle Sports staff, family and other customers supported her as she
went through her treatments and the overall cause. One such example is that a paddle team
was formed to participate in the annual Row for the Cure. This concept leverages the
testimonial of this customer, featuring her story and photo, as well as a team photo from one
of the events. This type of testimonial can position West Coast Paddle Sports as having the
feel of being part of a family while supporting the local community, going above and beyond

just being knowable about the products.

Print Concept Summary
Creating a campaign begins with identifying six different concepting strategies. Each
concept highlights the product and benefit differently. Each concept allows for creativity in
the visuals and copy used. For West Coast Paddle Sports, the main benefit of having a
knowledgeable staff is presented through the show the product, show the benefit, show the
alternative, comparison, borrowed interest and testimonial concepts.
West Coast Paddle Sports IMC Plan: Billboard and Email
To continue the momentum of the West Coast Paddle Sports campaign to support the
One Thing idea that they have knowledgeable staff to help find the right paddle gear for any
ability, out-of-home billboards and emails will be implemented. These mediums target
slightly different target markets from each other. Both need to capture the audience quickly
in order to have the message received for further action to be taken.
Billboards offer a large canvas to tell the brand’s story creatively. The brand can
reach a large audience in a specific location for a relatively “low cost per impression”
(Altstiel & Grow, 2013, pg. 317). A 2011 study found that motorists spent on average “20
hours per week” in their car with at least 76% viewing billboard advertisements (Olenski,
2011, par. 6). Billboards may be best suited for products or services, like beverages or banks,
retailers also benefit from billboards. The same study found that many motorists would shop
at a particular retailer based on viewing their billboard during their commute (Olenski, 2011,
par 13).

For the West Coast Paddle Sports campaign, the billboard will reinforce the brand
awareness. The image will be eye catching and relevant to the products carried, such as a
paddler. The logo will be large and prominent on the billboard with the tag line “The Right
Gear, Right For You.” This reinforces the benefit that West Coast Paddle Sports is the place
to go for all your paddle gear needs. The address and nearest landmark will help the motorist
easily locate the retailer. The billboard will be located near the closest freeway exit. West
Coast Paddle Sports is a destination retailer and the customer will use the billboard as a way
to find the store.
Email marketing is a great way to say connected with customers and promote events
or to send offers. Email marketing is also a regulated through the CAN-SPAM Act. This law
states that all commercial messages must follow a set of rules, “establishes requirements for
commercial messages, gives recipients the right to have [the brand] stop emailing them, and
spells out tough penalties for violations” (“CAN-SPAM Act: a compliance guide for
business,” n.d., par. 1). Effective emails will have strong subject lines that result in the email
being opened. The copy will be direct to the point, contain an offer and call to action. If an
ecommerce site is available, then links to the site should be included. Relevant images should
be used. It is also a good idea to keep the focus of the email to one message.
West Coast Paddle Sports will leverage email marketing to reach their customers who
have signed up for the loyalty program. An email marketing calendar will be developed to
map out how many emails will be deployed each month and what the message will be. There
will be two main types of emails used. The first will feature an offer in the form of a coupon
that the customer can use in store. The second version will be a monthly overview that
includes an in-store promotion, highlight a paddle event and new products. These emails will

conclude by reinforcing that West Coast Paddle Sports is the place to go to find all the paddle
gear for any ability and the knowledgeable staff is ready to help. The signature of the owner,
Bob, will also be included. Images will be included that coincide with the touch points. The
overall layout of the email will look similar to the West Coast Paddle Sports website that
includes links to click thru to the site.
Billboard and email marketing can be effective in the West Coast Paddle Sports
campaign to help reinforce that they have knowledgeable staff and a wide selection of
paddleboards and gear. Billboards need to relay the message in a quick yet impactful way.
The emails also need to be right to the point in the message, highlighting the offer or
promotion and clearly stating the call to action.
Billboard

West Coast Paddle Sports IMC Plan: Radio and TV
To conclude the West Coast Paddle Sports campaign, local radio and television
advertisements will be leveraged. The common theme of knowledgeable staff and the right
gear for every paddler will be the key message. The message will come to life through the
mention of a specific event and aspirational goals. The ads will air in the San Diego market
where West Coast Paddle Sports is located. Although these advertisements will reach a
generally broad target market, the advertisements will also generate brand awareness for
West Coast Paddle Sports.
Radio is an effective medium for local retailers. The spots can “stimulate immediate
action” through engaging with customers (Altstiel, and Grow, 2013, pg. 227). They can also
be tailored for a specific demographic based on the radio station that the airtime was
purchased. Nielsen recently conducted a study of “the effectiveness of radio advertising” and
found that retailers saw increased sales within a month of airing (“For advertisers, radio is
worth listening to,” 2014, par. 3). The study concluded “that each dollar of ad spend
generated an average sales return of $6 from the listeners” (“For advertisers, radio is worth
listening to,” 2014, par. 2). For the West Coast Paddle Sports radio spot, airtime would be
purchased on local alternative rock, top adults hits and classic rock stations. In partnership
with these radio stations, West Coast Paddle Sports would also sponsor the daily surf report
to reinforce the brand awareness. The media buy will include run of station with some
strategic flights, depending on the message.
For this radio spot, the message will focus on an upcoming demo in which the
listeners can participate and try out various boards and paddles. The message is set up by
reminding the listener that the upcoming race season is fast approaching and that they may

need new gear or to begin their training program. The main announcer will be a male with
Bob, the owner delivering the tag line. A young female will provide the location of West
Coast Paddle Sports. Sound effects will open with the start of a paddle race and continue
with gentle surf guitar playing in the background.
Television advertising can be just effective and entertaining for local retailers as it is
for national brands. Local television advertising allows the retailer to target a specific
demographic through where the ads are placed. Careful consideration of the time of day and
the channels should be taken. However, television advertising can be expensive to produce
and to air. A local retailer can have television advisements as part of their campaign if they
have “some patience, good negotiating skills and an open mind” (Staff, 2010, par. 7).
The West Coast Paddle Sports television advertisement will drive home the
campaign’s message by appealing to the viewers’ aspirational wants. By featuring five
paddle abilities and locales will show the diverse customer base for West Coast Paddle
Sports and how well they can cater to everyone’s needs. Exterior and interior images of the
store will show the viewer that they carry the products in stock. By showing the product and
mentioning it in the voice over, West Coast Paddle Sports can leverage their manufactures
for some co-op participation to help offset the costs of the advertisement. Bob and his family
will be featured in the advertisement to reinforce the family atmosphere. The sound effects
used will match the imagery as well as the same gentle surf guitar from the radio spot. The
closing screen will land on the West Coast Paddle Sports logo with a super of the address and
website. Local cable and during less expensive air times will be leveraged. Like-minded
channels, like Outside Television, which airs programs specific to paddling, will carry the
West Coast Paddle Sports advertisements.

Overall, radio and television advertisements can be effective for a retailer on the local
level. They can generate brand awareness, tailor the message to specific targets and add
continuity to an existing campaign while driving traffic to the store and increased sales. The
mediums offer a creative way to express the message. With the right know-how, they don’t
have to be expensive to produce. And they can be entertaining.

Client: West Coast Paddle Sports
Product: West Coast Paddle Sports
Title: “2015 Race Season”
Length: 30 sec.
Writer: Kelly Unruh
Medium: Radio
SFX: QUICK WATER SPLASHING, FADES WAY TO CROWD OF
PEOPLE CHEERING
ANNCR MALE: Ah, the sounds of race season. In just a few weeks, the two-
thousand-and-fifteen paddle races will begin. Are you ready?
SFX: GENTLE SURF GUITAR INSTRUMENTAL UNDER
ANNCR MALE: Looking to improve your performance or technique? Or try a
new board or paddle? Is your new year’s resolution to earn a
medal in your race division? If you answered yes, then head on
over to West Coast Paddle Sports, where the knowledgeable
staff can help fit you with all the right gear. From boards and
paddles, to accessories and apparel, they have everything you
need for this upcoming race season.
West Coast Paddle Sports is inviting you to attend the annual
vendor demo, this Saturday at De Anza Cove from seven-am to
noon. Come ready to try out new paddles and boards and to
chat with other paddlers.
BOB: (LIVELY) West Coast Paddle Sports, where we have the right
paddle gear, right for you.

ANNCR FEMALE: (MATTER OF FACTLY) Located on Morena Blvd, one block
south from Costco.

References
Altstiel, T. & Grow, J. (2013). Advertising creative: strategy, copy, design. Los Angeles:
Sage.
“CAN-SPAM Act: a compliance guide for business,” (n.d.). Business.ftc.gov. Retrieved from
http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-
business
“For advertisers, radio is worth listening to.” (2014, April 29). Nielsen.com. Retrieved from
http://www.nielsen.com/content/corporate/us/en/insights/news/2014/for-advertisers-
radio-is-worth-listening-to.html
Olenski, S. (2011 Oct 10). Does outdoor advertising still work? Forbes. Retrieved from
http://www.forbes.com/sites/marketshare/2011/10/10/does-outdoor-
advertising-still-work/
Staff. (2010, September 14). How to buy TV advertising on a budget. Inc.com. Retrieved
from http://www.inc.com/guides/2010/09/how-to-buy-tv-advertising-on-a-
budget.html

COM411A_WCPS_IMC

Recommended

Recommended

More Related Content

What's hot

What's hot (14)

Viewers also liked

Viewers also liked (13)

Similar to COM411A_WCPS_IMC

Similar to COM411A_WCPS_IMC (20)

COM411A_WCPS_IMC