2. 2
TABLE OF CONTENTS
Agency Name………………………………………………………………..………..3
o Biographies……………………………………………………………………..3
Executive Summary …………………………………………………………………..5
Client Background ……………………………………………………………………7
S.W.O.T. ………………………………………………………………………………….9
Situation Analysis …..…………………………………………………….…………..11
Secondary Research …………….…………………………………………………12
Primary Research…………………………………………………………………….14
Proposed Primary Research………………………………………………………..15
Overall campaign goal ……………………………………………………………16
o Calendar …………………………………………………………………...…20
o Budget …………………………………………………………………………24
Evaluation …………………………………………………………………………….25
Appendix ……………………………………………………………………………...27
o Work Cited ……………………………………………………………………27
o Survey ………………………………………………………………………….27
3. 3
AGENCY NAME
CG CONSULTING is a nationally recognized and accredited
public relations agency based out of Jacksonville, Florida. CG was established in
1999 through co-founders, Sarah Callahan and Melissa Garcia. CG Consulting is
known for providing its clients paramount customer satisfaction with an
innovative outlook and outstanding performance. CG Consulting specializes in
complex issues such as crisis strategy, public and government affairs, corporate
communications, market strategy and research, and strategy consulting. At CG
Consulting, our diverse team is adept at exceeding client needs with our award-
winning designs and proven results. Our mission is to build long lasting
relationships with clients, while illustrating our passion for the community by
helping flourish local businesses. We strive to create a clear communication line
between organizations and the public by aligning our efforts with the goals,
audiences, and tactics that are necessary to better assist client needs.
BIOS:
SARAH CALLAHAN has more than 20 years’ experience in
reputation management and public relations. Sarah earned her M.B.A from
Columbia University and her Bachelor of Arts at the University of North Florida.
She has a passion for non-profit health and was campaign director for Mayo
Clinic’s heart and cancer campaign and Nemours’s heart for children
campaign. Seven years of her career was dedicated to UnitedHealth Group as
senior manager for crisis control before co-founding CG Consulting alongside
Melissa Garcia. She currently leads the development team of our award-
winning marketing, advertising, and public relations specialists. She is a
4. 4
committed public relations professional whose attention to detail and innovative
thinking has helped CG Consulting win multiple awards.
MELISSA GARCIA has been a public relations practitioner for more
than 15 years. She earned a Bachelor of Arts degree at the University of North
Florida and her M.B.A from the University of California, Berkeley. She served on
the board of directors as the media relations manager for eight years for
Downtown Vision, Inc., while working as the communications coordinator at
Branch Banking and Trust. Her work at Downtown Vision has created award
winning events such as Art Walk which was voted “Best Festival/ Art Walk” in
2015 by Jacksonville Magazine. With her experience, she co-founded CG
Consulting with her peer Sarah Callahan. Since working for CG consulting, she
has established new non-profit events including Walk for Recognition for K9s for
Warriors and Jacksonville Arboretum and Gardens’ Nature Walk.
CHELSEA HOWLEY joined the CG Consulting team in 2012 and
now is its account executive for the Jacksonville Jaguars and 26.2 with Donna.
Chelsea is a Jacksonville native and graduate of the University of North Florida.
Before joining CG Consulting, she campaigned in the food and beverage
industry as the event manager for Guinness and Bacardi Limited. Upon joining
the team she secured relations with the Jacksonville Jaguars, Jacksonville
Humane Society, Haskell, and 26.2 with Donna. As account executive, Chelsea
has managed the Jacksonville Jaguars through its re-branding and promoted
26.2 with Donna by increasing event attendance.
DAKOTA HIGDON has been an event coordinator for more than
18 years here in Jacksonville. He has a bachelor’s degree in Communications
specializing in public relations with substantial training in advertising from the
University of North Florida. For the past three years Dakota has helped CG
Consulting conduct a numerous amount of successful events. Dakota has also
5. 5
worked with The Jacksonville Suns and CSX Transportation on numerous
occasions coordinating successful events.
EXECUTIVE SUMMARY
We want to begin by saying thank you for allowing CG Consulting this
wonderful opportunity to design a campaign for the upcoming spring break
event that the Jacksonville Beach Chamber of Commerce is promoting. Spring
break is a time of year that local businesses can flourish from the influx of college
age tourism and promote their businesses in a major economic way. We have
been extremely successful in the design, planning, and execution of several
events that are closely related to the Jacksonville Beach spring break event that
is going to take place. While Jacksonville Beach is not currently a popular
location for “spring-breakers,” we thoroughly believe that this event will be a
complete success in putting Jacksonville Beach on the list of top spring break
destinations.
With Jacksonville Beach rarely promoting itself as a spring break location,
there will be a noticeable difference in the number of college students arriving
to enjoy their spring break here filled with fun and relaxation. This campaign will
be composed of several events located both on and off the beach that will
integrate a classic college spring break experience with the promotion of local
businesses. Alternating between the beach scene during the day and the
nightlife of concerts and the famous Jacksonville Beach bars, there will be a
variety of entertainment for the incoming crowd.
Through the research CG Consulting has conducted and analyzed
regarding the target audience of college students ranging from 18-24 years of
age, we have created an extremely specific campaign that will bring in a well-
rounded population of people who will thoroughly enjoy the festivities and
6. 6
carefree relaxation. We believe that this campaign will be a complete success
in creating a new annual spring break destination for college students for many
years to come which will bring a significant increase in revenue for the local
businesses in Jacksonville Beach.
Once again CG Consulting would like to thank you for this opportunity to
present this campaign in hopes of successfully executing a spring break event
here in Jacksonville Beach.
Sincerely,
Melissa Garcia and Sarah Callahan
Co- Founders
7. 7
CLIENT BACKGROUND
The Jacksonville Chamber of Commerce Beaches Division is a smaller part
of Jacksonville Chamber of Commerce which is a non-profit organization that
serves over 500 of its members in helping make connections, grow their
businesses, and get involved in the community. The beaches division chair is
currently Christine Weir, who is a realtor for Keller Williams Reality.
Businesses that are involved in the commerce range from Mayport Village
to Ponte Vedra. Through promotions and connections between local businesses,
the chamber hopes to “promote economic development by retaining and
attracting companies, while creating jobs and fostering a skilled workforce.” The
chamber promotes these businesses through monthly mixers, luncheons and
events. These events help members engage in numerous networking
opportunities that aid in further development of businesses.
The beaches division encompasses a number of committees whose
purpose is to ensure membership involvement in the community. These
committees include the Beaches Membership Task Force, the Beaches
Community Involvement and the Beaches Public Policy. The Beaches
Membership Task Force serves to grow membership and improve membership
retention through networking events. The Beaches Community Involvement
serves to provide members with opportunities to give back year round, while
helping raise awareness for the beaches division. Lastly, the Beaches Public
Policy serves to educate its members regarding city plans and legislation, and
have members’ voices be heard.
The events that are held through the Jacksonville Chamber of
Commerce Beaches Division are monthly and annually. Two signature events
that occur are the Endless Summer Beach Bash and the Beaches Trade Show.
8. 8
The Endless Summer Beach Bash has live music, silent auctions, local food
vendors, and hosts over 300 chamber members and guests. Some of the
businesses that are featured in the bash are Anthony's Gourmet Catering,
Blackfinn Ameripub, Celeb's Corner Kitchen, Culhane's Irish Pub, Flippin' Good
Cookies, Hidden Hills Country Club, Kilwin's Jacksonville, North Beach Bistro,
Ocean 60, PDQ Restaurant, PJ's Catering, Ruth's Chris Steakhouse, Sweet Pete's
Candy, The Wine Bar, and Tijuana Flats Burrito Co. The Beaches Trade Show
allows business members the chance to showcase their products and services in
a relaxed “business after hours” atmosphere. Food tastings in the trade show are
sponsored by Applebee’s, III Forks, Flippin’ Good Cookies, The Flame Broiler,
Kilwin’s Chocolates, and Mellow Mushroom.
The Jacksonville Chamber of Commerce Beaches Division provides its
members with opportunities and experiences that non-members might not be
able to receive. It’s a great way to establish connections and build relations with
those in the community.
9. 9
SWOT ANALYSIS
STRENGTHS
Large enough to host spring break
Miles of pristine white-sandy beaches
Plenty of activities for all ages to enjoy
Hotels are within walking distance to local eateries
and beaches
Plenty of nightlife options
Plenty of hotels
WEAKNESSES
Trolley system doesn’t begin its season till the end of
April
Nightlife bars and clubs are 21 and up and our
target audience begins at 18
Low-key atmosphere might not be as interesting for
students looking to party
Students would have to drive to do something
away from the beaches (i.e. St. Johns Town Center
, grocery shopping, etc.)
OPPORTUNITES
Jump Into Jax ’16 would build a reputation
between college tourists and local businesses
10. 10
Jacksonville Beach will see economical increase
from spring break
Jump Into Jax ’16 would raise more money to
improve beaches
It’d become a spring break destination
THREATS
Possibility of increase in wrongdoing
Constant activity due to Jump Into Jax ’16 could
diminish the ecology of the beach area
Over-crowd the beach scene for the locals
Other beach cities may still take our target
audience
11. 11
SITUATION ANALYSIS
From the beginning of March through the beginning of April, thousands of
college students are going to trek away from campuses to seek sunshine and
waves at one of Florida’s many beach cities.
Unfortunately, Jacksonville Beach is not at the top of the list of spring
break destinations and seems to be considered a “forgotten coast” compared
to places like Daytona Beach, Fort Lauderdale, and Panama City.
Jacksonville Chamber of Commerce Beaches Division wants to change
this by promoting its beaches, creating events and promotions that attract a
larger population, and remind people of the nostalgic feel that exists in
Jacksonville Beach, whereas high rise condos and limited beach access are
common place in other Florida beach cities.
The Chamber wants to partner with area restaurants, hotels, and parks in
order to create targeted advertising, social media, and traditional media and
events that will assist in bringing back “spring break.” CG Consulting is going to
create a campaign that will attract college students to Jacksonville Beach.
Two freshmen from Kennesaw State University shared their perspectives
on spring break with Jacksonville.com. "This is my first spring break here and I
love it," said Kylie Floyd. Panama City was too crowded "and you couldn't
move," Floyd said. "This [Jacksonville Beach] is so chill. I like it and I can relax."
Janel Higdon, her friend and fellow freshman from Kennesaw, which is
outside Atlanta, agreed that Jacksonville Beach was a welcome relief from
spring break festivities earlier in the week at Panama City.
"We came here to vacation from Panama," the 18-year-old Higdon said,
laughing. "Everything is so much lower in price here."
12. 12
SECONDARY RESEARCH
Spring break is a reprieve for college students’ busy academic schedules.
“Over the course of several decades, several exotic locations have become
synonymous with spring break,” said the article, “What is Spring Break?” “Some
students even venture as far as Mexico, the Dominican Republic, and other
foreign countries where the drinking age is lower and there are fewer rules.”
Although a short distance south of Jacksonville, Daytona Beach remains
as one of the top hotspots for spring break in Florida. According to the article,
“2015’s Standout Spring Break Spots,” Daytona is ranked number seven on the
polls for top Florida beaches and number ten on top spring break destinations.
It’s known for vehicle accessible beaches, the Daytona International Speedway,
and a party atmosphere with many popular bars. Jacksonville Beach holds
similar qualities such as various beach bars and the beautiful boardwalk, which
is home to numerous restaurants.
On average, about 2.1 million students participate in spring break.
Students will spend on average $1,100 on spring break, according to “9
Unbelievable Facts About Spring Break.” The target audience for this campaign
is 18-24 year olds attending small universities in central Florida and Georgia
colleges that will participate in spring break. Some of the universities included
would be Southern Georgia State College, East Georgia State College, Daytona
State College, and Santa Fe College. Nielsen’s Segmentation and Market
Solution averages student income to be less than $25,000 a year. Some of the
activities that they like to partake in are outdoor sports, movies, music, fast food
and night life.
One of the worries of college spring break is that spring breakers will binge
drink for a week and cause harm to themselves or others. According to “Spring
13. 13
Break’s Greatest Dangers,” 599,000 students between the ages of 18 and 24
receive unintentional injuries while under the influence of alcohol.
Spring break does have its upside. Hosting spring break would give a city
the opportunity for economic prosperity. According to information gathered
from Harris Interactive, “Roughly 16 million students now in the United States
spend a total of $208 billion each year and 22 percent of that spending is on
discretionary items like travel.”
In the past, Panama City Beach has paid $400,000 in marketing
campaigns to bring students to their city’s beaches. “Sea, Sun, Sand…and
Revenue,” stated that Panama City Beach saw $170 million in economic benefit
from spring break.
Many companies get involved in the activities as well, for example Hasbro
set up “Super Soaker Survival & Bump Ball Challenge,” in which students
participate in a water fight tournament on the beach front, competing for a
$4,000 cash prize. It’s a way for companies to get its name out there to promote
their business. It allows them to endorse their products to the masses over a short
period of time and see a profit from it. Many of the students that see the
promotions are more likely to use or purchase those products from the week
long exposure of company’s advertising.
14. 14
PRIMARY RESEARCH
CG Consulting conducted preliminary primary research through the
creation and use of a survey on how to attract a target audience of college
students ages 18-24 years old to Jacksonville Beach. To get a larger consensus,
the survey link has spread through social media sites to get the full range of our
target audience. See the appendix in order to view the complete list of survey
questions and results. The responses to the survey questions allowed CG
Consulting to analyze what Jacksonville Beach is missing in order to be
considered a primary spring break location.
From our survey it was concluded that out of Daytona, Panama City,
Miami, Ft Lauderdale, and Jacksonville, Jacksonville was considered the least
likely to be a desirable spring break location. Also, food, music and nightlife
were determined to be the driving factors in a spring break location though
large quantities of alcoholic beverages weren’t necessary for an ideal spring
break trip.
15. 15
PROPOSED PRIMARY
RESEARCH
If chosen as Agency of Record, the additional primary research that
would be recommended would be:
1. Observation
2. Focus groups
3. Post survey
REAL LIFE OBSERVATION of the places our target audience
considers to be more popular spring break locations will give us the actual
image we need in order to create events and activities.
FOCUS GROUPS will be key to research by allowing CG Consulting
to hear more in depth accounts of survey question answers. We want to be able
to compare and contrast accounts from people that come from different cities,
states, etc.
POST EVENT SURVEY will be conducted to determine the
successes and failures of Jump Into Jax ’16. This will include questions to
evaluate where our target audience came from and what activities they
participated in.
16. 16
OVERALL CAMPAIGN
GOAL
CG Consulting’s overall campaign goal is to increase support for the
Jacksonville Chamber of Commerce Beaches Division by boosting the local
economy and establishing Jacksonville Beach as a spring break destination for
college students.
OBJECTIVE 1
To increase the attendance of 18-24 year olds in Jacksonville Beach between
March 1 through April 1 by 20 percent.
STRATEGY: According to the Student Affairs Hub, 2.1 million students
participate in spring break activities each year. We plan to create an eight day
celebration called Jump Into Jax ’16 with events and promotions that attract
these students to Jacksonville Beach for spring break. College students respond
better to things that they are able to experience.
TACTIC 1: Rasta Saturday will include a concert at the Jacksonville
Beach Sea Walk Pavilion showcasing Dirty Heads, Side Reel and
Rebelution.
TACTIC 2: Sunday Funday will be hosted at Lemon Bar in Neptune
Beach featuring specialty drinks and direct beach access and
ocean view.
TACTIC 3: Margarita Monday will be hosted at The Pier Cantina
and Sandbar featuring signature margaritas located next door to
the boardwalk.
17. 17
TACTIC 4: Tropical Tuesday will be hosted at the Boardwalk at
Jacksonville Beach will include Volleyball and Beer Can Castle
Competition.
TACTIC 5: Wine Wednesday will be hosted at Mellow Mushroom at
Jacksonville Beach with Who Rescued Who performing.
TACTIC 6: St Patty's Block Party on 1st Street with a best dress
leprechaun contest.
TACTIC 7: Freaky Friday includes a pub crawl involving beach bars
such as Lynch's Irish Pub, The Shim Sham Room, The Tavern on 1st
Street.
TACTIC 8: See Ya Later Saturday will include a concert at the
Jacksonville Beach Sea Walk Pavilion with Jason Derulo performing
and a firework show afterwards.
OBJECTIVE 2
To increase local economy by 30 percent during spring break March 1 to April 1.
STRATEGY: According to the NBC News article, “Sea, Sun,
Sand…Revenue,” students on spring break spend $208 billion each year.
Local economy will profit by incorporating local businesses to help create
and sponsor events specifically targeted for college students.
TACTIC 1: St Patty’s Block Party will include local vendors such as
flash tattoos, food trucks, and a local DJ playing.
TACTIC 2: Use local businesses for event set up requirements
18. 18
TACTIC 3: Host events at local businesses such as Mellow
Mushroom, The Pier Cantina and Sandbar, Lemon bar, Lynch's Irish
Pub, The Shim Sham Room, and Tavern on 1st Street.
OBJECTIVE 3
To increase targeted advertising and social media awareness for events by 30
percent.
STRATEGY: The American Press Institute article, “How Millennials Use and
Control Social Media,” states that Millennials get their news at least once
daily from Facebook, Instagram and Twitter; 88 percent from Facebook,
26 percent from Instagram and 13 percent from Twitter. Because social
media plays such a large role in the lives of our target audience, having a
social media presence is critical to attract and maintain this audience. It is
important to create targeted advertising and social media because
without doing so this information won't reach our target audience
effectively.
TACTIC 1: Create #JumpIntoJax16 to spread and generate
interest in Jump Into Jax ’16
TACTIC 2: Create Instagram and develop social media content.
TACTIC 3: Create Twitter and develop social content.
TACTIC 4: Create Facebook and develop social content.
TACTIC 5: Create radio public service announcements (PSA)
related to drunk driving to run near target colleges.
TACTIC 6: Create radio advertisements to run near target colleges.
20. 20
CALENDAR
DECEMEBER
o Week of December 14
December 14
Launch website and all social media at 10 a.m.
December 19
Social media blast at 10 a.m.
o Week of December 21
December 26
Social media blast at 10 a.m.
o Week of December 28
December 30
Radio PSA at 10 a.m.
Radio advertisement at 6 p.m.
JANUARY
o Week of January 1
January 1
Social media blast a 10 a.m.
o Week of January 4
January 6
Radio PSA at 10 a.m.
Radio advertisement at 6 p.m.
January 8
Social media blast at 10 a.m.
o Week of January 11
January 15
21. 21
Release artists performing
o Week of January 18
January 22
Social media blast at 10 a.m.
o Week of January 25
January 29
Social media blast at 10 a.m.
FEBRUARY
o Week of February 1
February 3
Radio PSA at 10 a.m.
Radio advertisement at 6 p.m.
February 5
Social media blast at 10 a.m.
o Week of February 8
February 12-14
Facebook Challenge
Radio PSA at 10 a.m.
Radio advertisement at 6 p.m.
o Week of February 15
February 15-19
Facebook Challenge continued
February 19
Social media blast at 10 a.m.
Radio PSA at 10 a.m.
Radio advertisement at 6 p.m.
o Week of February 22
February 26
22. 22
Social media blast at 10 a.m.
o Week of February 29
February 29
Performers post about performing at Jump Into Jax ’16
at varying times
MARCH
o Week of March 1
March 1-6
Social media blast at 10 a.m.
Social media blast at 6 p.m.
March 2
Social media blast at 10 a.m.
Social media blast at 6 p.m.
Radio PSA at 10 a.m.
Radio advertisement at 6 p.m.
o Week of March 7
March 7-10
Social media blast at 10 a.m.
Social media blast at 6 p.m.
March 11
Promotional Day
Performers post about Jump Into Jax ‘16
March 12
Kickoff event
Rasta Saturday
Performers post about event five hours before
o Week of March 13
23. 23
March 13
Sunday Funday
Performers post about event five hours before
March 14
Margarita Monday
March 15
Tropical Tuesday
Performers post about event five hours before
March 16
Wine Wednesday
Performers post about event five hours before
March 17
St. Patty’s Day
March 18
Freaky Friday
March 19
See Ya Next Year Saturday
Performers post about event five hours before
o Week of March 28
March 28-31
Conduct Evaluations
24. 24
BUDGET
Rasta Saturday Seawalk pavilion 1 3,000.00$
Food trucks n/a free
Tropical Tuesday Cornhole sets 5 sets @ $140 700.00$
DJ/MC 6 hours @ $100 600.00$
Volleyball set 3 nets and balls 100.00$
St Patty's Tents 10 @ $40 400.00$
Lighting/Generators Weekly amount 285.00$
Water coolers 30 @ $15 450.00$
See Ya Later Saturday Seawalk pavilion 1 3,000.00$
Food trucks n/a free
Fireworks 1 set 3,000.00$
Other Police 1 20,000.00$
Medical 1 1,000.00$
Clean up crew 1 free
Radio advertisng 20 commercials for 10 days 715.00$
T-shirt 3000 @ 2.99 8,970.00$
Koozes 2000 @ $.84 1,680.00$
Flyers 12000 800.00$
Porta potty 50 @ 75 3,750.00$
HashtagTrack.com 3 months of track 158.00$
Total 48,608.00$
Agency Fee 15% 7,291.20$
Total with Agecy Fee 55,899.20$
25. 25
EVALUATION
OBJECTIVE 1
To increase the attendance of 18-24 year olds in Jacksonville Beach between
March 1 through April 1 by 20 percent.
Track the amount of participants who attend Jump Into Jax ’16 from
within our target audience by counting people that attend events each
day.
Track where target audience members came from through post survey
questions.
Track target audience’s preferences for spring break through post survey
questions.
OBJECTIVE 2
To increase local economy by 30 percent during spring break March 1 to April 1.
Compare total sales from 2016 to previous years.
Track what businesses and events members of our target audience went.
Compare growth of donors and sponsors from businesses from 2016 to
previous years.
Conduct a post survey for businesses involved to determine the successes
and failures as well as their overall opinion of spring break 2016.
26. 26
OBJECTIVE 3
To increase targeted advertising and social media awareness for events by 30
percent.
Use Twitter analytics to track daily engagement from day of creation until
the end of the event.
Use Facebook Insights to track Facebook interactions from day of
creation until the end of the event on a daily basis.
Use Instagram analytics to track daily engagement from day of creation
until the end of the event.
Use HashTracking to track and monitor #JumpIntoJax16 usage.
27. 27
APPENDIX
WORKS CITED
9 Unbelievable Facts About College Spring Break. (n.d.). Retrieved November
12, 2015, from http://hub.oohlalamobile.com/2013/03/9-unbelievable-
facts-about-college.html
2015’s Standout Spring Break Spots. (n.d.). Retrieved November 12, 2015, from
http://travel.usnews.com/features/2015-Standout-Spring-Break-Spots/
Cavallari, D., & Harris, B. (n.d.). Retrieved November 12, 2015, from
http://www.wisegeek.com/what-is-spring-break.htm
Nielsen (n.d.). Retrieved November 12, 2015, from
https://www.claritas.com/MyBestSegments/Default.jsp?ID=20&menuOptio
n=ziplookup&pageName=ZIP+Code+Lookup
Sea, Sun, Sand... and Revenue. (2004, March 8). Retrieved November 12, 2015,
from http://www.nbcnews.com/id/4428577/ns/business-us_business/t/sea-
sun-sand-revenue/
Spring Break’s Greatest Dangers. (n.d.). Retrieved November 12, 2015, from
http://www.forbes.com/sites/robertglatter/2014/03/11/spring-breaks-
greatest-danger/
SURVEY
1. What is your age?
18 or younger 18 to 24 25 to 34 35 to 44
45 to 54 55 or older
2. Are you male or female?
Male Female
28. 28
3. Are you currently enrolled in college?
Yes No
4. How much are you willing to spend on spring break?
Less than $99 $100-$199 $200-$299 $300-$399
$400-$499 $500 or more
5. What do you consider to be the most popular spring break locations
in Florida?
Daytona Panama City Miami Jacksonville
Ft. Lauderdale
6. What do you look for in a spring break beach destination?
Competitions Food Music Sports events
Giveaways Nightlight Other (please specify)
7. Where do you go to college?
University of North Florida Florida State University
University of Florida I don’t
Other (please specify)
8. How often do you plan on consuming alcoholic beverages on
spring break?
Very often Somewhat Often Often Not Often Not at all
