Homework assignment was to choose a brand that lacked digital engagement, my choice was Shakespeare fishing tackle, a part of Pure Fishing inc, the worlds largest tackle provider.

1. Brand proposal for digital strategy
Paris Daniell
Whats wrong?
Shakespeare has a poor digital destination, providing little to no online transfer of brand
passion. Being one of the worlds largest tackle company’s, Shakespeare’s should be enabling a
conversation amongst its market.
Fishing can be a low cost investment, which can provide the accomplishment of ‘getting
something for nothing’. Buying a fishing rod is the first of a few steps before you head to the
fishing hole. Money spent on a fishing rod and tackle can be in the range of hundreds of dollars,
for a prospective angler this is intimidating. Lots of people choose Shakespeare; they offer
quality equipment at a low price.
Updating Shakespeare’s digital presence will draw new and old anglers that may have
grown dormant. Renewing an angling passion doesn’t cost a lot of money with Shakespeare.
How will we solve the problem?
Fishing is a social hobby, including friends and family. Angling almost always includes
photos, video, a measurement of the fish, and the tackle they caught it on. These details want to
be shared.
The online strength of this brand can be built by channeling the content anglers create
while fishing and using Shakespeare products (pictures, measurements, etc).
User generated content is portable and could potentially be branded by a Shakespeare
digital experience and then shared throught the cornucopia of social media sites.
Share your catch records. With facebook connect working with the iphone, it would
be possible to create a free branded application that allows anglers to record measurements,
photograph their catch, and then show it to their buddy who is stuck at work.