An advertising campaign for Ventana Surfboards & Supplies to utilize for their custom longboard products.

1. Escape
T H E N O R M

3. Content
Picture It
Executive Summary
Client
Target Audience
Market Sector Map
SWOT
Insight
Big Idea
Creative Strategy
Mural
Keychains & Coasters
Social Media
Buzzfeed
Commercial Video
Creative Execution
Earned Media
Measuring Success
Summary
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4. Nicole Solis - Account Manager
As an Account Manager, I aim to be the bridge between
the client and our agency. I ensure we are meeting the client’s
needs and manage all the key functions that complete the cam-
paign. I have various experience with roles in client relations and
communications. My love for creativity has given me the chance
to explore advertising , design, and branding concepts through
my work.
Richard Cornell - Account Planner
As an account planner, my responsibility is to set the com-
munication strategy for our advertising campaigns. I help estab-
lish goals, goals measurements and objectives, target audience,
message and tone in which the campaign should be delivered.
My task is to define how a particular strategy can help a client
add value to their business, and inspire creative teams to create
advertisements in order to achieve this. With the use of research,
trends and data on markets, consumers and culture to help them
to do this.
Cesar Espinosa - Film Director
As the Film Director and Video Editor, I am responsible for
the entire process including pre-production to production to post
production, thereby bringing the campaign theme to life through
video. I am responsible for the storyboard, script, filming, editing,
and sound of all video created through our agency. I have expe-
rience from working on sets as well as heading the editing process
in other various companies.
Christine Nguyen - Creative Director
As an Graphic Designer, my responsiblility is to make an
appealing visual that fills the requirement of the task that I was
given. I work with various Adobe progam such as Photoshop, Illus-
trator, Indesign and Lightoom. My task is to make different type of
platform through design to advertising. 2
Picture It

5. Executive
Summary
THE CHALLENGE
Our agency intends to make Ventana’s revenue from surf-
boards more predictable and consistent. We aim to get Ventana
booked in custom surfboard orders at least a year out with cus-
tomers, primarily focusing these boards on the Western Flyer wood.
We need to get the message and the value proposition out more
broadly but with a limited budget. To date, Ventana has invested
a very small fraction of revenue in marketing and advertising. They
have used a variety of guerilla marketing and viral tactics to drive
brand awareness, social media following, event attendance and
broader publicity. We will be focusing on evolving the approach
and creating a campaign with little to no cost and enlist the power
of press and social media to achieve our objectives.
PRIMARY OBJECTIVES
Create a marketing campaign plan and series of assets
that Ventana can leverage over the course of 6 months or more
to achieve sales. Our executions will sit in media channels and out-
door venues that our target audience regularly visits. These execu-
tions intend to land at least 10 custom board sales for Ventana.

6. Client
HISTORY
Ventana Surfboards & Supplies aspires to be the most
loved and environmentally responsible surf company in the world.
Their product line includes hollow wooden surfboards, body surfing
handplanes, sustainable surf supplies and eco-friendly apparel.
They test their products in Santa Cruz, California, on some of the
most challenging waves on the planet. Currently, their revenue is
generated primarily at pop up events and sales are split about
evenly between surfboards and supplies/apparel. Online and
wholesale sales are important, but are a smaller percentage of the
total revenue. The surfboards are quite expensive (over $4000.00
each) and attract a great deal of attention at events. This allows
the client to engage with customers in a conversation about Ven-
tana’s unique approach of turning trash into products. This helps
generate sales of apparel, art, supplies and surfboards. All Venta-
na Surfboards are built to surf, but most end up exclusively on walls.
Even those that do see the water are kept inside on display as art
pieces.
A recent donation to the client of wood from John Stein-
beck’s Western Flyer boat allows them to take their “story” to the
next level. The Western Flyer is considered the most famous fishing
boat in the world, and they will be the only company building surf-
boards from its wood.
A prominent adventure journalist is currently pitching the
story of the Western Flyer Surfboards as an exclusive to The Surfer’s
Journal. Ventana intends to amplify it with a campaign to promote
the availability of custom surfboards that incorporate the Western
Flyer wood. If the main story isn’t published, the campaign and
Ventana’s own press outreach becomes even more important.
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7. Client
EXTERNAL PARTNERS
Western Flyer Foundation | Santa Cruz Guitar Company |
Monterey Bay Aquarium | Houstons Home Improvement & Repair
| Soquel Vineyards | Khordz | O’Neill |
Santa Cruz Beach Boardwalk | Tenbrook
CUSTOMERS
Most of Ventana Surfboards sales are “custom” orders by men or
often, by women as gifts for men. Our campaign will focus on
working male customers who are aspiring surfers.
BRAND VALUE PROPOSITION
All custom surfboard products are handcrafted form “trashed”
wood which is upcycled into the boards. Ventana Surfboards are
among the most performant works of surfable art in the world.
Each one is unique, can be handed down through generations
and incorporates woods that tell deep and compelling stories.

8. BRAND IDENTITY
All Ventana boards are made from reclaimed historic and exot-
ic woods. Their brand values are “Craftsmanship. Responsibility.
Adventure.” How the brand behaves, operates the business and
everything sold aligns strictly with those brand values. The Venta-
na brand donates 5% of gross profits to local ocean conservation
organizations.
COMMUNICATIONS/MESSAGING
Our campaign will utilize online communications as much as pos-
sible as to stay within the client’s budget. We will use the earned
media from the article to be featured in The Surfer’s Journal and
build upon that momentum to employ the Western Flyer’s innate
drive for adventurous users. The sense of adventure and escape
will be consistently pushed throughout the campaign. Our major
trending key component of the campaign will encourage a new
adult version of the high school “senior ditch day.” This will allow
users to be interactive with the brand in posting their own adven-
tures online.
BUDGET
There is a zero dollar budget. Our campaign aims to utilize cost
effective elements and guerilla marketing techniques.
Client
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9. Target
Audience
Our primary target audience includes males aged 35-64, who are
college graduates, married and who perceive themselves as affluent
and adventure seekers. They have a work-hard, play-hard mentality
and are very particular about the quality of their desired product. Our
goal is to continually attract those that are environmentally conscious
and have an net income over $150,000 per year. Preferably, we seek
those with a passion for surfing, art, sustainability and history, and who
are within a 50-100 mile radius of Santa Cruz, California.

10. Market Sector
Map
Arrow Surf Shop
2324 Mission St
Santa Cruz, CA 95060
New and used surfboard
Men & Women Clothing
Board Repairs
Rip Curl Surf Shop
1604 Mission St.
Santa Cruz, CA 95060
Men &Women Clothing
Surfboards
Wetsuits
Covewater Stand
Up Paddle
726 Water St.
Santa Cruz, CA 95062
Classes
Rentals
Board Paddles
Surftech Santa
Cruz
912 41st Ave
Santa Cruz, CA 95062
Create their own boards
using new & evolving
technology
Free to Ride Surf
Shop
110 Capitola Ave
Santa Cruz, CA 95010
One Stop Shop
Surfboards
Clothing
Wetsuits
Skateboards
O’Neill Surf Shop
1115 41st Ave
Capitola, CA 95010
Men & Women clothing
Surfboards
Wetsuits
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11. sw
ot
weaknesses
threats
strengths
opportunities
1.Environmentally friendly boards created out of
recycled wood.
2.Connecting story of board to a historical figure
that helps expand consumer reach.
3.Word of mouth notoriety from cult following and
pop up shops .
4.Connecting with local shops to help promote
boards.
1. The brand has not been able to make a great
impact on overseas markets and is primarily big only
in the American markets, specifically in the Santa
Cruz, California area.
2.The brand does not have flagship stores.
3. Price point of custom surfboards limits its custom-
er base to those with an abundance of disposable
income.
1. The brand can start a brick and mortar store to
selling and showing off its custom products as well
as expand its apparel products.
2. The brand can expand into different states
along both coasts with exclusive stores which will
improve brand visibility.
3. The brand can start creating boards that are
half the price to bring attention to its more luxuri-
ous boards.
1. Loss of interest from consumers because of office
point
2. Competitors offering the same type of product at
lower price.

12. Insights
Our agency has carefully interviewed a focus group consist-
ing of men and married women within the target age range whose
household income exceeds $150,000 per year. Key insights from their
answers include the desire for authenticity in products and the desire
to participate in activities outside of the office setting.
Our research on John Steinbeck and his journey on the West-
ern Flyer is represented in a key passage where he reflects on the
definition of an “adventurer.”
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13. Big
Idea
Our campaign theme, “Escape the Norm,” targets the aspirational adventurers. We
will intrigue the user to break out of the ordinary. For our purposes, the “ordinary” will be
twofold- ordinary day to day life, and ordinary surfboard products. Ordinary day to day
life includes the chaos of home life, the hecticness of the office, and the relentlessness of
the technological society we live in. Ordinary surfboard products are typically made from
non-sustainable materials and involve a manufacturing process that produces harmful
effects to the environment.
Escaping the Norm will encourage those with a “curious boredom” to act on
their desire for adventure. Adventure, in our campaign, means being bold, confident,
thrill-seeking, and assertiveness to “go against the grain”.

14. Creative
Strategy
We will present a strategy of executions that Ventana can
leverage as a campaign for the Western Flyer custom surfboards.
These executions include social media communications on Face-
book, Instagram, and Buzzfeed. We will employ guerilla marketing
techniques that present Ventana as a brand aligned with adventure
seekers. Contracting a local artist to create a graffiti mural will help
drive brand awareness and exemplify the Escape the Norm theme.
Our campaign uses simple keychain and coaster designs that can
easily be constructed by the company in-house and feature stra-
tegic copy that pushes our theme. Our short commercial video will
be placed on Facebook and YouTube to act as a sample user who
portrays the actions of an adventurer escaping the normalcy of
everyday life. We will also use the hashtag #DitchTheNorm, which
can be leveraged as an adult version of the high school “senior
ditch day.” This will encourage users who are bogged down with
the complacency of everyday life and unlock their desires for curi-
osity and aspiration for bold and thrill-seeking adventures.
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15. Mural
We will take advantage of the environment surrounding the Santa Cruz area with a
creatively crafted graffiti mural. Many cities contract local artists and stores can opt for out-
door forms of artwork. Ventana can either collaborate with a current Partner or enlist a new
Partner that mirrors its mission of sustainable practices and commission a mural that sits in the
streets that our target audience frequents.

16. CoasterS & Keychain
Our campaign will feature new keychains and table coasters to hand out to consumers
at pop up events. These products can be made from the surplus of Ventana’s wood cutoffs
and laser machine already available. The front features a Ventana design while the reverse
sides present one of our new campaign phrases that emphasize escape and adventure.
Quotes: I ditched the 9 to 5 | I am the bucket list | Escape the norm | Normalcy can kill 14

17. Commercial Video
This short commercial video will be uploaded to Facebook and YouTube. As a form of
organic media, the video tells the story of our target user’s experience on any given work
day. The storyline emphasizes the sense of “escape” and desire for adventure.

18. Social Media
Our social media posts will utilize Facebook, Snapchat and Instagram with our new hashtag,
#DitchTheNorm. We will create an adult version of the high school “senior ditch day.” Each post will
organically add to the trend with intriguing copy and visual appeal, playing on our target’s aspira-
tions for adventure and escape. 16

19. Buzzfeed
Our Buzzfeed article entitled, “3 Ways to Escape
the Dullness of a 5 Day Work Week” is a piece of editorial
advertising aimed at our working target audience. It is a
Promoted Post written in the Buzzfeed tone of voice and
will sit natively in their feed. The article persuades the read-
er to “get back to nature” and ditch the office for outdoor
and surf activities alike.

20. Creative
Execution
These creative elements will take the
user on a journey through our campaign
aimed at unlocking their desires for adven-
ture. The #DitchTheNorm trend will allow
users to post on Facebook and Instagram
their own photos of the adventures they
took while escaping the agenda the user
was “supposed” to follow that given day.
The editorial advertisement will sit native-
ly on the Buzzfeed website and read on
the user’s social feed. The new keychains
and coasters that feature our Escape the
Norm copy will be given to the user when
he attends pop up events. This user will also
view our graffiti mural in their town’s local
streets. The commercial video, shared on
Facebook and YouTube, will work as a final
compelling visual to act on their desire for
adventure and escape.
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21. Earned
Media
Our campaign will utilize the article
set to feature in The Surfer’s Journal pub-
lication to share online with various social
media sites. We will build on the momen-
tum of the story and continue to reach
our target user by connecting the arti-
cle’s spotlight on the Western Flyer with
the boat’s inherent nature for adventure.

22. PROFIT
This will be measured by the payment of all monthly operating expenses and a decrease in overall debt.
INCREASE IN CUSTOMER BASE
In addition to profitability, expansion in Ventana’s customer base is another positive indication that we are
reaching our target market effectively. Without a lively customer base, our campaign success will be limited,
our long-term growth goal for Ventana is tied directly to our ability to not only reach our base but to expand
our reach.
CUSTOMER SATISFACTION
Positive feedback will be another indication that ensures the brand understands the needs of its customers,
which is crucial to the strength of its business.
OWNER SATISFACTION
The most important measure of success is whether or not the owner is satisfied with the results and the direction
that our campaign is taking the brand for their new product. If the owner is not satisfied, this will affect employ-
ees and the customers, which in turn affects Ventana’s bottom line.
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Measuring
Success

23. Summary
Our agency is focused on creating a innovative campaign that focuses on generating sales for the
custom Ventana surfboards made of wood from the Western Flyer. The campaign should seamlessly convey
Ventana’s mission on producing surfable works of art using their unique sustainable practices and craftsman-
ship approach. The target audience includes males over the age of 35 with over $150,000 in yearly income
and an aspiration for adventure. We are drawing from a passage in the Sea of Cortez that demonstrates John
Steinbeck’s definition of who an “adventurer” really is. Our campaign aims to break the cycle of normalcy and
ordinary that plagues our target audience and encourage their innate desire for thrill-seeking, confidence,
and fun. Our creative executions are cost effective and include social media integration, wooden items that
can be easily manufactured, and outdoor wall murals. Our campaign allows the user to tap into their inner
curiosity, obtain a product that allows them to experience fun, and the ability to #EscapeTheNorm.
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