Zekes Integrated Branding Comm. Plan

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

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


3

Team Philosophies
Ignition Marketing Solutions
Mission Statement: “To spark genuine and effective results for every client, every time, through our
dedication to innovation, creativity and raw drive to be the strongest agency for our clients’ needs.”

Tag Line: “Igniting ideas into explosive results”

Impressions Marketing
Mission Statement/Tag Line: “We do not want to make just another ad, but a lasting impression.”

Executive Summary
Major 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


4

Time Period
Campaign to run during the Summer/Fall billfish season of 2012 to create awareness
Actual tournament will take place during the Summer of 2013

Campaign 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 Southwest

Campaign 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 atmosphere

Budget
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


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
 Aerial

Industry Background
Assessed in terms of tournaments in the WBS fishing circuit
32 Tournaments overall
8 Tournaments in the Gulf Coast Division

Industry & Competitor Overview
Situation 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 availability

SWOT 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


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 weather

Competitive Landscape
Direct Competitors: WBS Qualifying Tournaments
Emerald Coast Blue Marlin Classic – Sandestin, Florida
The 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 is
to promote the high cash prize and using its host, the Sandestin Resort. The Sandestin Resort is rated
among the best resorts on the Emerald Coast. They use their strong reputation and atmosphere of the
resort to promote the tournament. Emerald Coast Blue Marlin Classic is ranked as a Top 10 Big Money
Tournament in the world. It has established itself as the fastest growing tournament on the Gulf Coast in
Florida. It started in 2003 with 45 teams and over $300,000 cash awards. In 2011, there were 71 teams
with 352 anglers and over $1,400,000 in cash awards. Also, the host resort is the number one ranked
resort in the South. This tournament uses print, web and televised media to promote. Also, News
Channel 7 broadcast the weigh-ins live. (ECBC, 2012)


7

New Orleans Invitational Billfish Tournament – New Orleans, Louisiana
The New Orleans Invitational Billfish Tournament is a private club tournament. A membership is required
to compete in this tournament. This tournament has been recognized as having one of the highest catch
and release ratios compared to similar clubs. They have received recognition by many conservation
circles for their collection of scientific data on billfish. The club has been established for 40 years. The
focus on their tournament is to create a fun and friendly environment .(NOBGFC, 2012)

2012 Mobile BGFC Memorial Day Tournament – Orange Beach, Alabama
This tournament’s main attraction is that it is the only WBS tournament in the Gulf region that is on
Memorial Day weekend. Many teams will have time off from work to compete in this tournament, which
gives them a strong advantage. This tournament is open for any entrants. However, there is a
membership application for those who want to receive extra perks. These perks range from no additional
charges for changes to additional discounts. Over the past two years, they have been part of a campaign
to raise money to expand their clubhouse and make some renovations. (MBGFC, 2012)

Blue Marlin Grand Championship of the Gulf – Orange Beach, Alabama
There is very little information on this tournament. We are assuming that it is relatively new or requires
membership. One key item to note is that this is not the Championship for the WBS. Its name can be
rather deceiving to those who are interested in the WBS Championship. (BMGC, 2012)

White Marlin Shootout – Pensacola, Florida
This is a four day tournament that includes music, games, gambling, and three days of fishing. Each night
has a different theme or attraction with a variety of food. Their primary advertising objective is providing a
fun and competitive fishing tournament. They show descriptive layouts for each day and the daily
festivities within their advertising. The design of the tournament flier plays off the name (shootout) by
having a pirate skull with a cowboy hat. Below that image are two six shooters and fishing reels. It
shows that this is a fun and laid back event, and using the word shootout adds to the competitiveness of
the tournament. This tournament has a few big sponsors like Pepsi, Miller Lite, local yacht clubs and a
casino. 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 their
brand identity. (WMS, 2012)

Sarasota Slam – Sarasota, Florida
The Home Builders Association hosts this tournament. It has a classier feel compared to other WBS
qualifying tournaments. In the design of the logo and layout it shows that the fishing itself is the main
draw. They have parties in the evening and events sponsored by Budweiser. All of the events for this
tournament are hosted at Marina Jack hotel. This is interesting because all of the entries will be spending
a lot of time at Marina Jack and most likely staying at that hotel. They are hosting a Texas Hold’em night
with the grand prize being a four-day cruise for two people. Another thing that they are using to add to
their brand identity is partnering with a charity. The charity of choice is a program that helps soldiers
injured 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 schedule
is a formal welcome that sells the idea of being a sponsor and touches on of few benefits of donating. The
welcome also includes the contact information for the tournament director and the dock master. The next
page in the packet includes a list of tournament promotions options. The Sarasota Slam offers mass


8

media, professional affiliations, editorial coverage and public relations, Internet exposure, merchandise
and on-site presence. The next three pages explain what each donation amount will entail for the
sponsor. Donations start at $10,000 and go all the way down to $100. Sponsors have the option to give a
donation 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 option
for website banner and logo ads. The last page offers a form for the business to fill out if they are
interested. 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 its
sponsors. The tournament gathered 68 sponsors with the presenting sponsor advanced auto design.
(SS, 2012)

Baypoint Billfish Tournament – Panama City, Florida
This tournament has been cancelled for the 2012 season. In 2010, the tournament was cancelled due to
the oil spill. The tournament has been around since 1984 and besides a couple of road bumps it has
been 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 tournament
was cancelled this year is because of the high costs of fuel and lack of sponsorship. (BBIT, 2012)

Pensacola International Billfish Tournament – Pensacola, Florida
This tournament has been taking place for the past 40 years. It is located along the gulf coast. This
tournament allows their boats to leave from four different marinas: Mobile, Orange Beach, Pensacola and
Destin. 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 age
and gender. There is a junior, ladies and international tournament, which are spaced out a few days
between each other. A way that this tournament is trying to stand out is by announcing that there will be
over $500,000 in cash prizes. The most unique factor is that it is a family attraction, not just something
for the men. Their website and Facebook page are a couple ways they are getting the word out about the
tournament. It is part of the Pensacola Big Game Fishing Club, which has a number of dedicated
fishermen who would serve as a good target market of influential people. (IGFA, 2012)

Indirect Competitors: Non-WBS tournaments
Gulf Coast Open – Sarasota, Florida
This 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 tournament
is to raise enough money for at least two “wishes,” or roughly $14,000. To a wealthy target market, a
charitable event is something that may be appealing; winning a specific title rather than prize money and
giving 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 rules
and 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, Louisiana
Cypress Cove is hosting a relaxed style of tournament to their entrants by encouraging/enabling a party
oriented atmosphere by offering “hangover clinics” each morning and requiring the fishermen to tag and
release what they catch. Being located in Venice, Louisiana is a unique characteristic, potentially pulling


9

entrants in from as far west as Texas. Cypress Cove Marina is an average facility in size when
comparing it to other Marinas on the Gulf Coast. (CCBC, 2012)

Mississippi Gulf Coast Billfish Classic – Biloxi, Mississippi
This 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-energy
gaming, gambling and entertainment atmosphere throughout the week. This year will be the 16th annual
Mississippi 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. This
tournament offers an extensive lineup of secondary activities with four days prior to the tournament for the
participants to enjoy and relax before the tournament with multiple nightlife attractions and bands
performing during every night of the week. (MGCBC, 2012)

Orange Beach Billfish Classic – Orange Beach, Alabama
Is a non-profit fishing tournament, 100% of its proceeds to those organizations that represent the voice of
the sport fisherman.” This tournament was founded in 1997 so they have an established reputation and a
unique 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 nicest
marinas on the upper gulf coast in Orange Beach, Alabama. On the website testimonies can be found of
people’s personal experience with the tournament and their letters of endearment. Coast Conservation
Association—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 mayor
saying how pleased they have been with the OBBC’s donations and their overall mission. Each of these
sponsors 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 approve
of 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)


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 Process
The decision maker is the primary target market: males from 25-55 years old and located in the
Southeast region of the United States. Key influencers are family members, friends, business associates
and 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 details
about a specific tournament, such as location, price, reward and overall structure of the tournament. After
completion of the initial research, a potential entrant must solve the following issues before deciding
whether 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


11

The fact that it is expensive to enter the tournament and that it calls for the entrant to devote an entire
weekend 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 entrants
may 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 competition

Marketing 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 community

IMC Objectives and Strategies
In order for the Zeke’s Blue Marlin Showdown to stand apart from other World Billfish Series tournaments
on the Gulf Coast, the primary communication objective of this campaign is to establish the brand of
Zeke’s Blue Marlin Showdown. The message strategy is to establish a differentiated World Billfish Series
tournament that offers a unique environment and activities for the entrants to enjoy and also by creating a
buzz in the charter fish community on the Gulf Coast. The secondary objective is to build a preference for
Zeke’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 Landing
Marina and restaurants as well as to profit from entrant’s fees. The message strategy is to build a
foundation for the tournament for years to come by offering a differentiated tournament to the WBS
community. This will draw a new customer base as well as attract previous customers and establish a
brand loyalty to the tournament.
In order to reach these marketing objectives, we suggest that a media campaign is implemented that is
targeting entrants and sponsors, and encourages spectators to become be a part of the event. This
campaign will promote the first annual Zeke’s Blue Marlin Showdown and will be the foundation for the
tournament in the future. We will communicate to entrants the uniqueness of this tournament through
emotional, sex and humor appeals. Potential sponsors will also be informed this great business
opportunity because of the specific demographic that is included with the target market for this
tournament. This campaign will be addressed in further detail in the media section of the report.

Creative Recommendations
Advertising 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


12

Message Strategy
The target markets are looking for a festive and competitive event. The entrants want to compete at the
highest 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 the
excitement of the weigh-in is based on how well the entrants compete. Entrants and spectator
participation will, in turn, attract potential sponsors.
Our message strategy will be emphasize that Zeke’s Blue Marlin Showdown will provide the highest level
of 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.


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 Band

Wednesday Evening
When the entrants arrive, they will be asked to meet in the respected check-in area. Afterwards, there will
be a mandatory captain’s only meeting to make sure each boat is on the same page for what is in store
throughout the tournament at sea as well as on land. All of the entrants will be heavily informed prior to
registration and the captain’s meeting, but will be reminded on the many things that will be going on that
each crew may participate in. Wednesday night is primarily to get the entrants mentally prepared with
information and also give them time to prep their boats for the tournament.

Thursday and Friday Morning/Afternoon at Zeke’s
Thursday and Friday mornings and afternoons on the marina will consist of many different exciting
activities to keep spectators at the event and to make sure they have a great experience that will help
Zeke's Landing earn a good reputation in the community. The activities will be open from 9am until 6pm
on the marina, and will be free admission to all. Simple activities or sights for the spectators include
sponsor booths with promotional materials to look at, a giant marlin hanging up for anyone to take
pictures beside (possibly for a small fee) and a wooden statue of a marlin on a hook and a fisherman with
his 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 Zeke's merchandise
such as a hat, T-shirt, or pin, etc. for extra promotion.


14

One activity geared toward adults could be tours of a handful of yachts. Zeke's could possibly offer one
for free and charge a small fee for tours of larger yachts. Another option for adults is a farthest cast
competition. This could either be into the water or on a long surface safe from the crowd so it is easier to
measure. A small fee could be charged and prizes that promote Zeke's would be beneficial, such as T-
shirts, hats or pins.

For food options, both of Zeke's restaurants should be open because of the traffic during both the lunch
and 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 and
people eager to see what was caught. As the dusk approaches Gulf Shores, each boat with display their
catches to the spectators at the weigh-in station with popular booths and tents surrounding the main
stage 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 atmosphere
where the entrants can enjoy good food, beverages and gambling with their tournament competition. The
casino tent/area will be staffed with outgoing individuals (preferably women) that can give an exclusive
event feel to the marina, making it unique to charter fishing tournaments. The casino will consist of one
roulette table, four blackjack tables, two Texas Hold’em tables, and multiple drink booths where entrants
can relax with a cold beverage and enjoy good food. Providing the entrants a casino atmosphere will be a
good way for them to escape the long day of fishing before they have to go out and fish another long day
in 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 concert
on or next to the marina will be a good way for the entrants to celebrate their long weekend of fishing with
a final celebration. Allowing spectators to be in the audience of the band as well will make for an
extravagant event as well. Keeping the booths and stands open until or during the concert is also a good
idea 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 and
cash prizes. All entrants will also receive a Captain’s bucket with an assortment of gifts from sponsors as
well as a thank you from Zeke’s Landing.

Sales Promotion Recommendations
Entrants
Loyalty Program
In an effort to gain loyalty to Zeke’s Landing and to keep entrants coming back, Zeke’s Landing should
encourage entrants to gain membership to Zeke’s marina. Doing so will give entrants multiple incentives
such as (but not limited to) reduced entrant fee for the Blue Marlin Showdown, coupons or discounted


15

meal tickets and access to membership only areas and services. This will also help Zeke to establish an
overall database for future Zeke’s Landing tournaments.
Pre-Registration
Entrants who pre-register for the event before certain dates will receive a discounted entry fee as well as
special 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 Landing
website as well as at any booths set up at tournament locations.

Winner Incentive
To further create incentive and to help stir a competitive atmosphere, the winner of the previous Blue
Marlin Showdown will not only be offered a monetary award but will also be eligible to compete in another
Zeke’s Landing tournament with their entry fee waved.

Spectators
Since there are no entry fees for spectators we recommend attracting Orange Beach residents to the
event by offering discount slips on meals at local eateries being showcased at Zeke’s landing. These will
also be available through local newspaper deals.

Public Relations Recommendations
Objectives
Build better community relations among the residents in Orange Beach. Zeke’s Landing should make
sure that the residents feel like they are an important part of the event and that they are welcome and
included.

Strategy
Sponsor a community contest promoting the tournament that community members and area visitors are
eligible 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 and
entrants to donate to (education, United Way, etc.)

Media
Press releases should be submitted to all local media, such as local radio stations, newspapers and
television 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 the
Orange Beach community is a community-building effort. One of the events that will be focused on in the
press release will be the weigh-in. The weigh-in will give the media the chance to interview with the
fishermen during the weigh-in and get their feedback about the event and community.

Direct Marketing Recommendations
Using an existing database and mailing list, Zeke’s should conduct an e-mail and direct mail campaign to
promote awareness and encourage current and past Zeke’s Landing customers to compete in the
upcoming Blue Marlin Showdown. Zeke’s should also take advantage of mailing lists provided by the
WBS. The budget for this recommendation will be $3,500. The direct mail campaign should consist of
two tiers:


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. The
primary objectives for these booths are to create awareness of the tournament and build relationships
with other sponsors as well as with Zeke’s target market for Entrants. The booths will offer Zeke’s
promotional merchandise such as T-shirts, ball caps, pens, notepads, bottle-openers, etc. Entrants will
also be able to enter for the tournament or sign-up to keep up-to-date with events and activities
happening at Zeke’s. This will also help serve to create a data base for Zeke’s direct mail campaign.

Internet Recommendations
Social Media
To 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 spread
the word through an inexpensive means.

Social media will be able to give spectators a constant update on what is going on. Also, it will allow
spectators chances to enter in constants or receive prizes. For example, if a spectator retweets a post
from 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 the
Blue Marlin Showdown. These shorts should be funny and appeal to the entrant target market. These
videos can be posted on Facebook and Twitter as well as Zeke’s Landing’s website.

Website
For easy access and to direct traffic to their website, entrant sign-ups for the Blue Marlin Showdown
should be made available on the Zeke’s Landing Webpage. Also, any YouTube videos used should be
placed on the main page of their website.

Phone & Tablet Apps
To differentiate the tournament from other fishing tournaments around the southeast, Zeke’s should work
on creating an app specifically for their Blue Marlin Tournament. The app should include the itinerary for
the event, the list of entrants competing, and real time updates from competitors. Creating an app is
certainly an investment; therefore, Zeke’s may want to start development after the first tournament is in
place to see determine app contents and to gauge whether or not an app would be beneficial to the
tournament experience. A starting budget would be $10,000.


17

Media Plan/Recommendations
Media 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 options

Media Plan
Entrants

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 tournament

Spectators:
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


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 spectators

Measurement and Evaluation

Entrants

The effectiveness of the media and advertisement campaign towards entrants will be determined by the
number of tournament attendees. More specifically, the campaign will be measured by the number of
entrants registered a minimum of one week before the tournament.
Spectators
The effectiveness of the campaign towards spectators will be determined by how many spectators take
part in activities throughout the tournament.

Budget Summary

Entrants

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


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 List
Spectators

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 2013

Campaign Flowchart
(See next page)


20


21

Sponsorship Recommendations
Presenting 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 event

Platinum Sponsor – $2,500
2 Corporate banners displayed throughout the event
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

Gold Sponsor – $1,500
1 corporate banner displayed throughout the event
gambling tent.
Half page color advertisement in event program


22

Your logo on:
o Sponsor page of website
o Sponsor slide at Captains Meetings

Silver Sponsor – $500
2 VIP tickets to sponsor party and kickoff
Quarter page color advertisement in event program
Your logo on:

Bronze Sponsor – $250
Eighth page color advertisement in event program
Your logo on:
2 VIP tickets to kickoff party

Basic Sponsor – $100

Your logo on:


23

Conclusion
Zeke’s is already one of the biggest marinas in the Southeast. They have the largest charter fishing fleet
in the region, and their brand is well known throughout their target market. Zeke’s is looking to both
expand their offerings from a family charter fishing location to include a competitive fishing tournament
geared towards the rich. In order to achieve this, Zeke’s needs to develop a branded tournament that
qualifies 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 that
would be perfect to help build and support the creation of this tournament based on the needs of our
client and the interests of our potential tournament entrants. We have created something of a festival; a
fun escape for both the fisherman and the local spectators, all geared towards driving business to Zeke’s
Landing. 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 direct
email marketing.

All in all, this marketing plan is designed to do two things: 1) to further develop the already successful
brand of Zeke’s Landing; and 2) to drive business to Zeke’s.


24

References

Simon, 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 FishingÂ 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/>.


25

Appendix A – Logo


26

Appendix B – Print Ad


27

Appendix C – Promotional Materials


28

Appendix D – Outdoor Campaign


29

Appendix E- Guerilla Marketing


Zekes Integrated Branding Comm. Plan

Recomendados

Recomendados

Más contenido relacionado

Similar a Zekes Integrated Branding Comm. Plan

Similar a Zekes Integrated Branding Comm. Plan (20)

Zekes Integrated Branding Comm. Plan