// PLANSBOOK //

COMPASS
// ADV 4411 // DELORME //

Well get you there.

PAGES:
1. Table of Contents 2. Executive Summary 3. Situation Anaylsis: Client 4. Situation Anaylsis: Market & // TABLE OF CONTENTS // Consumer Analysis 5. Situation Anaylsis: Competitive 6. Situation Anaylsis: Product 7. Problems & Opportunities 8. Target Market Profile 9. Objectives Indian River Lagoon National Estuary Program Compass

Client:

Team:

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// EXECUTIVE SUMMARY //

Our client, Indian River Lagoon needed to raise awareness for the amounting environmental damage that was being caused as a result of improper boating. Our job is to identify effective and efficient ways to make our target audience of middle-age boaters knowledgeable on voluntary environmentally responsible boating (VERB). We achieved this through initial research of our target audience, creation of promotional events, traditional advertising tools, social media interaction and distribution of promotional items. Through these mediums we were able to reach our target audience in a creative and integrated approach. The outcome of our efforts would achieve the ultimate desired behavior of VERB. We

understood that boaters love the Indian River Lagoon and wouldnt want to see their favorite natural destination hurt by boat scarring. Our approach is to appeal to their emotional connection to the lagoon and make evident the call of action they can take by providing them with simple steps and solutions to prevent further harm. The implementation of this campaign will shift the target audiences attitude of indifference to an attitude of personal responsibility for practicing VERB. This is possible by embracing the fact that We Are The Indian River Lagoon.

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CLIENT ANALYSIS:
Company Culture: The Indian River Lagoon (IRL) is an important commercial and recreational fishery and economic resource. The total estimated annual economic value of the lagoon is $3.7 billion while supporting 15,000 full and part-time jobs. It provides recreational opportunities for 11 million people per year. The lagoon has had a number of fish kills and algae bloom. To address this problem many projects have been started such as cost-share stormwater projects, regional projects, seagrass mapping and monitoring and water quality monitoring. Company Problems: After years of decreasing water quality, the lagoons environmental condition greatly improved from 1993 to 2011. An algae superbloom occurred in 2011, which, along with other factors, led to a 60% loss of total seagrass coverage. The bloom reappeared in 2013. The lagoon is still suffering environmental damage.

// SITUATION ANALYSIS //

Industry or Generic Demand Trends: Decreasing water quality is not just a problem of the Indian River Lagoon. Saltwater and freshwater sites are also struggling with water quality problems as well as algae blooms. For example, weeds coated with algae are covering Silver Springs and Silver River near Ocala, Fla. In the last 10 years, many of the famous freshwater springs and rivers in the central and northern parts of the state have seen a sharp drop-off in flows and a steady rise in algae.

Miscellaneous Trends: Social trends play into the lowering environmental quality of the Indian River Lagoon. Careless boating practices can cause tremendous problems for the lagoon. Boat wakes loosen oyster beds and can result in harm to both wildlife and habitats. Litter and pollution can damage waters that can take up to two years to empty out into the ocean. Also, nearby property owners (without consent) tear down mangroves and other plant life that help keep the lagoon in healthy condition. New opportunities: To help improve the environmental quality at the lagoon, social trends should be altered. Encouraging environmentally-friendly boating practices to those who visit the lagoon can help lessen boat wakes and decrease damaged oyster beds that pollute the water. Less algae blooms can also help for improved water quality and habitat life. Stricter rules and more authority at the lagoon can help the lagoons restoration process so that all who visit the lagoon can have a positive and enjoyable experience.

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Gender

CONSUMER & MARKET ANALYSIS:

To gather demographic information about the IRL consumers we used a survey found on www. sjrwmd.com/itsyourlagoon. We only considered information gathered from respondents that used the IRL in 2007. The survey found that 96% of the IRLs visitors are from the United States, and four percent are from Canada. From the 134 visitors surveyed, 66% percent are males and 34% females. The survey also reveals that the average age of the Lagoons visitor is 51, and the median annual household income was $70,000. To have a broad view of all possible users of the Indian River Lagoon, we will analyze not only visitors of the lagoon, but also residents of the counties that surround the lagoon. To determine the level of education of the IRLs residents, we used census done in 2006, which included the following counties: Volusia County, Brevard, Saint Lucie, Indian River County and Martin County. The information below was collected from a sample of 200 resident respondents per county and was found to be representative of the true population of those counties:

Volusia, Brevard, & St. Lucie

Some College or Vocational School

Martin & Indian River

College Graduate

Collectively, the information from the graphs show us that the lagoon hosts many different groups of people. The graphs point out that visitors of the lagoon fit into a certain range of age, level of education, and give us a gender ratio. That information allows us to make educated inferences in the future. Groups can also be divided in locals and tourists, and commercial and recreational. Identifying different groups is important because the types of boats used by each group will most certainly differ. For instance, commercial boaters will use more specific models such as a Seahawk Patrol, crew transport, and fire boats. And recreational boaters will use more high-speed and high-performance models such as Trappers and Commanders, or sightseeing boats such as canoes or kayaks. From all five counties, the top two counties where residents recreated the most were Indian River and Martin. Please refer to chart to the left.

Consumer Activity Participation

As far as what activities consumers engage in while at the lagoon: 36% participated in fin fishing, 34% in swimming or wading, 30% power boating and 15% were canoeing or kayaking. Besides boating, interest also included: 15% of consumers that engaged in picnicking, 6% in sailing, 6% in sunset cruising and 7% in non-boating fishing. (The remaining five percent engage in parasailing, windsurfing, kitesailing, personal watercraft boating and waterfowl hunting.) Although these consumers are not engaging in boating activities now, they have direct and indirect contact with boaters, so its important to target and educate them as well. They also might be future boaters, and educating them will help the message of our campaign carry on.

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Source: Indian River Lagoon Economic Assessment and Analysis Update: For the Indian River Lagoon National Estuary Program, Aug. 2008, Web

COMPETITIVE ANALYSIS:
The competitors in this situation are barriers that are holding the target audience back from adopting the desired behavior of environmentally responsible boating. Below is a list of barriers. These may include physical factors, skills, knowledge, awareness, perception, attitudes or others: 1. Ignorance: Boaters general lack of knowledge on environmentally friendly boating lowers the chances of them changing any current improper boating habits. Since they may not be aware of the detrimental consequences their current behavior has on the Indian River Lagoon, they may be unlikely to seek out and apply the appropriate information to change their careless boating habits. 2. Lack of skills: Every person conducting a boat should have a valid boating license. Some boaters simply may not have the proper boating skills to maneuver the boat safely on the Indian River Lagoon. 3. Indifference: Unfortunately, there are always going to be the people who feel indifferent about the situation and do not care to change their behavior even after understanding the consequence it could have on themselves, others, and the environment. 4. Bystander Effect: Many harmful boating activities remain unaddressed because IRL visitors are afraid or unwilling to speak up against harmful activities they witness out of fear or conformity. 5. Unaware of Individual Impact: Lack of belief or confidence in the power of the individual inhibits people from environmentally friendly boating because they feel that their behavior doesnt make a difference. If more people recognized the impact they have they would feel empowered to change and make a difference.

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6. Peer Pressure: Often, people will engage in behavior that they normally would not do because of peer pressure. This can cause a negative behavior and encourage the social acceptability of it.

PRODUCT ANALYSIS:
Because this is a social marketing campaign, our clients product is the desired behavior in which they want the public to partake in. Specifically with this, Indian River Lagoon, case the product is Voluntary Environmentally-Responsible Boating (VERB). This campaigns main goal is to increase awareness, with the ultimate goal of changing behavior and positively affecting the IRL Estuary. There are many behaviors that boaters can engage in, pertaining to the product:

Study waterways to prevent propellers from damaging habitats (seagrass beds and/or oyster clusters) or injuring marine life. Comply with all signs and respect barriers, including speed limits, no-wake zones and underwater obstructions Drive at a safe speed around or through natural habitat. Have a designated lookout for objects, marine life, and habitats. Launch at a designated boat ramp. Backing a boat on a riverbank or lakeshore can damage the area and leads to erosion. Travel slowly in shallow waters and avoid boating in water less than 2 feet deep. High speeds near shorelines lead to large wakes, which cause shoreline erosion.
Source: Tread Lightly: Tips For Responsible Motorized Boating. treadlightly.org, 2013, Web

By complying with these positive behaviors, boaters can reduce damage to natural habitats (such as seagrass beds and oyster clusters), propeller scarring, the number of marine life injuries and deaths, erosion to the IRL shores, and much more. However, we do understand that some boaters are not properly educated on VERB boating and do not know how much of an impact they are making on the IRL and the natural habitats surrounding it. A portion of our campaign will be devoted to educating boaters on different ways they can participate in VERB. Another important part of the product is the word voluntary. Because of limited monitoring resources, boaters need to take responsibility of their impact on the IRL. This campaign will be geared towards influencing boaters to want to voluntarily boat safely and responsibly and, overall, increase the number of VERB boaters who visit the IRL.

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A. Problem: Uneducated Boaters. Many boaters dont know the practices of environmentally responsible boating. A. Opportunity: The problem can be overcome by educating boaters how to VERB. B. Problem: Improper Boaters There are reckless boaters who dont respect the lagoons environment. These boaters might know how to VERB but choose not to practice. They create large wakes by not abiding by the laws and therefore damage the seagrass and oyster beds.

// PROBLEMS & OPPORTUNITIES //

B. Opportunity: The problem can be overcome by encouraging new perspectives on how to VERB with self-rewarding incentives. These new perspectives will enhance their experience at the lagoon by improving water quality and decreasing algae blooms, seagrass loss and stormwater. All of these can work together to make the lagoon more aesthetically appealing. C. Problem: Bystander Effect Boaters dont hold other boaters responsible for not practicing environmentally friendly boating. C: Opportunity: The problem can be overcome by encouraging boaters to hold each other accountable for their actions.

D: Problem: Perception that individual actions dont matter Some boaters believe that their single, improper practice will be insignificant to the environment. They dont understand that every irresponsible action they take can hurt the environment.

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D: Opportunity: The problem can be overcome by stressing that every irresponsible action has a repercussion, no matter how small.

// TARGET MARKET PROFILE //

The target market for this campaign consists of tourists, male and female recreational boaters in the Indian River Lagoon who are ages 30 to 54. We inferred that middle-aged people have more disposable income to rent boats and feel more comfortable coaching others on how to boat responsibly. Their education level is a high school diploma with some level of college education. They speak either English or Spanish. They are blue-collar workers and have a medium to high income. They live a fast-paced lifestyle and use boating as a distraction or outlet to relax and relieve tension. They enjoy outdoor activities and boat about three times a year during vacations or holidays. During their vacation they may take the boat out about 9 to15 times. Hypothetical Target Market Consumers:

Demographics:

Bill Jones

-Age: 53 -Lives in Gainesville, teaches at UF -Married; Wife and 2 kids (ages 14 & 17)

Demographics:

Chris Smith

-Age: 30 -Recent Law School graduate -Lives in Atlanta, GA

Demographics:

Jan Williams

-Age: 45 -Lives in Mobile, AL -Recently divorced, 1 child (age 9)

Psychographics:

-Enjoys getting away for the weekend with his family -Owns a boat (Pontoon) -IRL is his boating location of choice -Never was an avid boater, still learning the ropes -Likes to stick to the rules of the water, but is unsure about many of them

Psychographics:

-Rents a boat with friends once every two months -Occasionally fish off boat -More focused on friends and having a good time when boating -Often forgets safe boating habits and tries to show off to friends

Psychographics:

-Takes her daughter on a mini vacation every year to the IRL -Both like to picnic at the IRL, while enjoying other water activities -Rents a small boat locally -Was never educated on environmentally safe boating

These are hypothetical examples of the variety of boater profiles that may visit the Indian River Lagoon. These descriptions allow us to have a clearer visual of our potential target audiences and help tie in to the testimonials that will be displayed in our ads.

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MARKETING OBJECTIVE:
To increase voluntary environmentally responsible boating among boaters on the Indian River Lagoon by 40%, by May 1, 2015. The campaign will launch on May 1, 2014 and will run for one year.

// OBJECTIVES //

MARKETING COMMUNICATION OBJECTIVES:

environmentally responsible boating and its practices among the target audience of boaters on the Indian River Lagoon. effects that improper boating has on the Indian River Lagoon.

1.To increase awareness of the importance of

2.To inform the target audience of boaters of the

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of environmentally responsible boating on the Indian River Lagoon.

3. To educate boaters on the simple practices

// CAMPAIGN BUDGET //

. . .

MEDIA
Print (2 newspapers, every Sunday for 12 months) $13,937.28 2 x Outdoor Billboard (4 times: April 20 to May 18, May 18 to June 15, June 29 to July 27, July 27 to Aug. 24 for 16 weeks) $30,000.00 1 Outdoor Billboard (3 times: May18 to June 15, June 29 to July 27, July 27 to Aug. 24) $11,250.00

. . . . .

PUBLIC RELATIONS
Brochures (x 5,000): $686.97

Fliers (x 10,000): $266.58

Banner (x 2): $82.48 Slogan tent (Stuart Salefish Regatta): $1,500.00 Booth Tent (x 2): $200.00

Tradeshows:

Kick-off Event: (We are Indian River Lagoon Kick-Off at Sebastian Inlet State Park)

1. 32-gallon out door garbage bin (x 2): $59.96 2. 3-foot Subway sandwich (x 88): $3011.00 3. Packet of lemonade mixer (x 400): $1062.00 4. Cooler (x 3): $135.00 5. 5-Liter water bottle (x 800): $952.00 6. Ice bag (x 130): $272.00 7. Napkin (x 4000): $43.00 8. Compostable plastic cup (x 1800): $582.00 9. Cardboard tray (x 2000): $113.00 10. Liquid Dispenser (x 4): $120.00 11. Ipod Shuffle (x 1): $49.00

Total cost: $55,187.28

CONCURRENT & POST-TEST EVALUATION

. .

Hootsuite ($8.99/month): $107.88

Neilsen post-test evaluation: $6,600.00

Total cost: $6707.88

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Total cost: $9,134.99

// CAMPAIGN BUDGET CONT. //

. . . . . . . . .

PROMOTIONAL ITEMS
Coozies x 10,000 ($0.37 each): $3,700.00 Mini Cooler x 200 ($6.22 each): $1244.00 Sunglasses x 2000 ($0.92 each): $1840.00 Lip Balm x 2000 ($0.70 each): $1400.00 Bobber x 6000 ($0.46 each): $2760.00 Shirt x 1200 ($5.42 each): $6504.00 Hat x 2000 ($2.51 each): $5026.00

. . . . . .

DIRECT & INTERACTIVE

Website: $1,300 (estimated)
Domain Name : $10/year Hosting: $40/year Continued website Maintenance: $500/year

Marketing website online: $750/year

Restaurant Ads: (50 restaurants with 20 holders) $1,929.10

Total cost: $3,744.10

Total cost: $22,474.00

Total items: 23,400

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TOTAL BUDGET EXPENDITURE: $97,248.25

*The remainder of the budget ($2,751.75) will be allocated to the campaigns contingency fund in case of an unexpected occurrence.

// MARKETING COMMUNICATION STRATEGY OVERVIEW //

First, we will purchase yearlong print ads in The Orlando Sentinel, The West Volusia Beacon, Florida Today, and the TC Palm, from May 2014 to May 2015. The ads will appear in the newspaper every Saturday and Sunday. To set ourselves apart from others, our strategy will also include non-traditional forms of advertising to address our goal of voluntary environmentally responsible boating. The non-traditional advertisements will include signs at restaurant tables and menus. Technological forms of advertising will also be heavily involved. Aside from creating a Facebook and Twitter page, we will be creating a hashtag on Instagram. The hashtag will be #WeAreIRL and will target audience of boaters to share pictures of themselves participating in responsible boating. Technology gives us the opportunity to interact with boaters on a larger scale. We plan to utilize these platforms as ways to hold contests and to give away all promotional products imprinted with our campaign slogan and logo. At the beginning of our campaign, we will host a kick-off party called the We are Indian River Lagoon Kick-Off, where we will be promoting voluntary environmentally responsible boating. At this kick-off, many of our promotional items like bobbers, sunglasses, shirts and coozies will be distributed for free. We will also have a We are Indian River Lagoon booth at boat trade shows and fishing and boating competitions through out the year. Our team will be at the booth to help spread the word about promoting voluntary environmentally responsible boating and distributing promotional items. This will serve as a reminder to the locals and tourists to practice responsible boating. In order for this campaign to achieve its goals for the year, various events, concepts, and programs have to be integrated to create a seamless unified message so the target audience of boaters will be aware of how important it is to participate in voluntary environmentally responsible boating.

The Big Idea: The campaigns big idea is centered on community cooperation in preserving the Indian River Lagoon through voluntary environmentally responsible boating. The theme of We are Indian River Lagoon presents this unifying front to our target audience through relatable material. When our campaign, which is to start May 2014, is completed by the end of May 2015, we want boaters in the Indian River Lagoon to remember our advertisements and message of voluntary environmentally responsible boating. Every aspect of our campaign unifies our big idea.

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ADVERTISING CREATIVE STRATEGY

Creative Objectives: 1.To create awareness of the importance of voluntary environmentally responsible boating. 2.To introduce our campaigns theme of We are Indian River Lagoon to the target audience. 3.To persuade the target audience to associate with our featured boaters (through their pictures and testimonials.) 4.To inform the target audience of the damage of environmentally irresponsible boating and present ways to boat responsibly.

// ADVERTISING PLAN //

Strategy: Our creative strategy is to connect with our target audience by showing them that other boaters practice environmentally responsible boating and that they can join the effort as well. Our target audience will see photographs of real Indian River Lagoon boaters, read testimonials of those boaters, receive facts about the current state of the Indian River Lagoon, and easy ways to practice VERB. By receiving all of these aspects of the campaign, our target audience will be able to connect personally with the Indian River Lagoon and begin (or maintain) voluntary environmentally responsible boating practices.

Tone: Our campaign will feature a tone that is clear, concise, knowledgeable, and unifying.

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The logo also follows this theme of community by featuring hands clasped together and the sea grass beds of the Indian River Lagoon.

ADVERTISING CREATIVE STRATEGY CONT.

Rationale Based on Findings from Formative (Secondary) Research: One of the main challenges that we face is that our target audience lacks awareness of the issue at hand. They are either uneducated on the effect of irresponsible boating or unaware that responsible boating is the last on their mind. This is most likely because they want to relax and spend time with their friends and family. By presenting our target audience with testimonials, facts, photographs, etc. of real boaters who boat responsibly, they can associate with the presented boasters and feel more inclined to boat responsibly. Positioning: Our intention with this campaign is for our target audience to relate to the featured boaters we present to them. By choosing photographs of our featured boaters that catch our target audiences eye and are relatable to their own lives, and presenting interesting facts about the Indian River Lagoon and irresponsible boating, our message can stand out from the clutter and competition of other advertisements and campaigns. The campaign will capture our target audiences attention. Physical Continuity: All of the marketing communications materials in this campaign will include the campaign slogan and logo to maintain and increase brand recognition and identity. The goal is to make the logo/slogan memorable and recognizable within the Indian River Lagoon area and community. If the message and campaign are memorable, then it will be long lasting and the target audience will continue practicing environmentally responsible boating. The two main fonts featured in all collateral and promotional items are Futura (condensed medium) and Dakota Handwriting. We used these same fonts and colors throughout this campaign to establish visual continuity. Some banners featured on our website and billboard advertisements will feature five different mini themes. Each advertisement and banner will focus on one of these. The five themes are: 1. We are responsible. 2. We are capable. 3. We are unified. 5. We are aware. 4. We are accountable.

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ADVERTISING MEDIA STRATEGY

Media Objectives:
1.To reach at least 80% of our target audience each month for the next year. 2. To achieve a frequency by reaching at least 75% of our target audience at least twice in the first 6 months . 3. To raise awareness and promote environmentally-safe boating practices through our chosen media tactics.

// ADVERTISING PLAN //

Strategy:
After reviewing our situation analysis and researching our target market (while keeping the budget in mind), we have decided on two different media channels that can reach our audience. 1. Print advertising: Newspaper: This was a chosen advertising channel for the campaign because it deemed suitable for our budget. Our target market also includes an age bracket that is likely to read newspapers. In addition, we felt tangibility was vital to communicate our message.

2. Outdoor advertising

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Billboard: This was a chosen channel because we felt with billboards, we could reach the majority of the target audience that may visit the lagoon because their main transport would be by car.

6.4%

23.6%

70%

1. Print advertising Newspaper: The Orlando Sentinel and the TCPalm were the chosen media vehicles. By using these two major publications, we can cover five counties that the Indian River Lagoon runs through: Volusia, Brevard, Indian River, Saint Lucie and Martin. We will be running halfpage, horizontal advertisements in black and white every Sunday for one year in the Travel and Arts section. 2. Outdoor advertising Billboard: We will be running three billboards. Two will be running four times: April 20 to May 18, May 18 to June 15, June 29 to July 27, July 27 to Aug. 24 for 16 weeks. The other billboard will be running three times: May18 to June 15, June 29 to July 27, July 27 to Aug. 24. They will be located on Fla. State Rd. 714 in Martin County, Gatlin Blvd in Saint Lucie County and Palm Bay Road in Brevard County.

Tactics:

ADVERTISING MEDIA STRATEGY CONT.

Media Calendar: May 2014 - April 2015

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*See Appendix for collateral examples of both Print and Outdoor Advertising

Objectives:
1. To get target audience to act now. 2. To retain existing action of voluntary environmentally responsible boating (VERB). 3. To reinforce advertising efforts by providing the campaigns logo and website address or hashtag in every promotional product

Strategies:
1. Bring awareness and provide boating education: Create a campaign kick-off event called the We are Indian River Lagoon Kick-Off at the Sebastian Inlet State Park. The event will help bring awareness and engage people in fun ways to learn how to VERB. At the event we will be distributing free food and beverages, flyers and brochures filled with information about the IRL and promotional products.

// SALES PROMOTION PLAN //

Participate in fishing tradeshows and boating and fishing competitions by setting up informational booths run by volunteers. The Stuart Sailfish Regatta will be the first boating competition we will participate in for the campaign. The rest of the competitions and tradeshows will be planned through out the year when dates are later announced 2. Partnership program: The Spare the Indian River Lagoon Partnership will create partnerships with local boat rental stores to offer discount incentives for the customers willing to learn about VERB before renting their boats. Incentives will help encourage participation in the program. Incorporate giveaways to attract attention and create excitement.

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Create a hashtag, #WeAreIRL, will be displayed on every promotional product and printed marketing material. A contest called the How Do You Boat Responsibly? involving the hashtag will be held at the IRLs website and the customer with the best photo will win a prize. That will bring more traffic to the campaign website and engage the public.

. .

3. Promotional giveaways:

// SALES PROMOTION PLAN CONT. //

Tactics:
1. Bring awareness and provide boating education:
At the kick-off event, there will be a booth run by volunteers from local community colleges and universities that participate in environmental advocacy groups such as the University of Central Floridas Habitat for Humanity, UCF Chapter. On the campaigns website, there will be a 30-second video demonstrating how not to boat in the IRL. The booths set up during tradeshows and competitions will contain informational flyers, brochures and promotional products such as coozies, sunglasses, chapsticks and fishing bobbers. People will be welcome to come grab a free swag and talk to volunteers, who will take that time to give short tips on how to VERB.

2. Incentive program:
Customers will be offered a discount rate of 20% off renting a boat or purchasing fishing gear, if they take the time to listen to a 15-minute lecture on how to VERB, and successfully pass a five-question quiz.

3. Promotional giveaways:
Give free promotional products such as t-shirts and coolers, imprinted with the IRL logo and slogan, for people that participate, and win, in educational games while visiting the events booth. Games will include quiz questions about VERB. Encourage people to use the #WeAreIRL hashtag when sharing the pictures from their IRL trip. The best three photos will be picked at random using an unbiased website such as rafflecopter.com. Once the three best photos have been selected, a contest will be run at the IRLs website where people will be able to vote for their favorite picture. The winner will win an Ipod shuffle. An Ipod can be used while fishing, boating, and leisurely walking.

The estimated cost for the yearlong campaign promotional giveaways is $22,000.

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*See appendix for supporting material for promotional execution.

Objectives:
1.To bring visibility to the We Are Indian River Lagoon campaign. 2. To form partnerships we local boating stores in the IRL area that will help promote the We Arecampaign. 3. To create positive publicity through the use of press releases and news stories that will be pitched to local IRL newspapers. 4. To participate in boating and fishing competition events and tradeshows that will help bring visibility to the campaign.

Strategy:
To achieve the goals mentioned above by promoting awareness of the We Are campaign and motivate target audiences to VERB by showing them the long-lasting benefits of taking care of the IRL estuary.

// PUBLIC RELATIONS PLAN //

Tactics:
Since PR is ingrained within the other sections of the campaign, the PR tactics are mentioned throughout different parts of this paper and are also outlined below:

1. At the kick-off event, there will be a booth run by volunteers that will coach visitors of the event on how to VERB. The event will provide finger-food sandwiches refreshing beverages such as lemonade and iced water. All of the cups and food trays for the event will be made of compostable or recyclable material in order to extend the environmentally friendly approach. While visitors of the lagoon come by the booth, the volunteers will pass out flyers, rack cards and give them tips on how to VERB. Volunteers will encourage guests to use the #WeAreIRL hashtag and remind them to check out our website and spread the word about the We Are campaign kick-off and its goals. 2. Throughout the one year-long campaign, we will participate in three different events that can help bring visibility to the campaign. The events will consist of boating and fishing competitions and boat-related tradeshows. The first event is the Stuart Sailfish Regatta on May 17 and the other two events will be chosen as the campaign progresses. At this events, booths will be set up contain informational flyers, brochures and promotional product. All the printed materials contain the campaigns logo, slogan and direct the public to the IRL website where they can find more information on how to VERB. 3. We will partner with local boating and fishing stores and their customers will be offered a discount rate of 20% off renting a boat or purchasing fishing gear if they take the time to listen to a 15-minute lecture on how to VERB, and successfully pass a five-question quiz. 4. Press release sample, which can be found in the appendix, will be used to announce the start of the campaign and the different volunteering partnerships.

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Objectives:
The overall strategy for the direct and interactive marketing plan is to create awareness and direct interaction between our campaign and the target audience. Once the direct and interactive marketing plan is implemented these are the following objectives it will achieve.

1. To inform our audience of how they can participate in VERB by answering their questions/concerns 2. To connect our target audience with resources on how to be an active part of the campaign 3. To support our participants through consistent and direct interaction 4. To establish a credible relationship between the IRL and its boaters

Strategies:

//DIRECT & INTERACTIVE MARKETING PLAN//

Direct Marketing: 1. Flyer/Rack Cards We chose this medium to inform the general public in the IRL area about the impact they can have on the environment by participating and spreading the word about this campaign. Flyers and rack cards will serve as a great tool for exposure to many people who may not specifically be in our target audience, but is compelled to help by sharing the information within their social networks therefore further promoting VERB.
Flyers and rack cards are a simple and effecting marketing tactic. This low-budget tool will spread the word of the campaign to a wider market profile, inform its readers of easy to practice VERB, and encourage word of mouth between people who are not yet aware of the campaign.

2. Table Advertisements
We decided to meet our target audience in their favorite local eateries. There are 50 potential restaurants in the surrounding Indian River Lagoon area that we will offer free table advertisement to. These table advertisements will include the plastic cover with the print that contains our logo and VERB message. We will communicate to participating restaurants that the advertising is completely free of charge to them, that they should participate as much as they can for the duration of the year-long campaign and the table advertisements are theirs to keep at the end of our campaign. This type of marketing will allow our message to meet our audience where they are. This is a quick and powerful way of exposure and absorption because its happening during the most relaxed time of the day-mealtime. Participants will be absorbing it consciously as well as subconsciously. Table advertisements are also a great tool for repetition of our message; by placing them in several local restaurants, it will increase the impact and reach to our target audience.

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Strategies Cont.:
Interactive Marketing: We chose two different channels of communication for interactive marketing including website and social media. 1. Website With any social awareness or behavioral campaign, having a website where participants can find support and information is critical. As the most interactive medium available, our website will be able to serve our audience in a multitude of ways.

//DIRECT & INTERACTIVE MARKETING PLAN CONT.//

The creation of www.weareindianriverlagoon.org will give the campaign global exposure and provide the campaigns participants with all the information they need to become educated on environmentally friendly boating and how to get involved. Along with educational information the website will serve as a platform to answer and respond to participants emails, questions, concerns and suggestions.

2. Social Media
This medium will help us communicate with our participants on a more personal basis. This will serve as a daily source of information and engagement with our target market. Through sharing sites such as Facebook and Instagram we can communicate in real time and encourage others in our sharing network community.

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Interactive interaction through social media will build the campaigns credibility and give the participants a sense of ownership in spreading the message. We chose these specific social media channels because they are the most used by the members of our target audience. Throughout the campaign we will encourage our participants to be engaged and post their activity under the hashtag #WeAreIRL, so that they can have the chance to be featured in our We Are IRL ad campaign.

// CAMPAIGN EVALUATION PLAN //

Strategy:
In order to assure that the We Are Indian River Lagoon campaign has achieved its objectives, a part of the budget has been allocated to research and evaluation. Concurrent and Posttest research will be implemented to help the campaign evolve and to help assess campaigns overall results. Since most of the campaigns budget has been spend in advertising, the main posttest will be conducted by Nielsen, a professional information and measurement company that can sell us a report detailing many aspects of our advertisements performance.

Tactics:
Concurrent research:
1. Event attendees will be surveyed and ask to write in one phrase what have they learned about VERB. 2. Social media outlets will be monitored for feedback, sentiment and engagement using a Hootsuite subscription. The hashtag #WeAreIRL will be closely monitored and results will be recorded.

3. The IRL website will be monitored and by reviewing its analytics we will be able to tell which pages and content were most read, and which support material such as brochures and fliers were most downloaded. That should tell us what materials are better reaching our target audience, and in which direction we should continue to focus our efforts.

Post-test research:
1. After the campaign is over, volunteers will survey 75 lagoon visitors on how to VERB and these results will be compared to the results of the surveys that was distributed before the campaign started. (Pretest/posttest) 2. A Nielsen advertisement report will be bought. The report will show the effectiveness of our newspaper ads, who did the ads reach and what were consumers reactions to it.

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Reference List:
Sources for Promotional Products: http://www.adtangibles.com http://www.ecoproducts.com http://www.subway.com/subwayroot/default.aspx http://www.costco.com http://www.amazon.com Sources for Print Items (Flyers, rack cards, banners, etc.) www.vistaprint.com Source for Restaurant Table Advertisements http://www.displays2go.com Sources for Newspaper Advertisement Rates www.cision.com www.shopnielsen.com/reports/Nielsen-top-advertisers-report-march-2014 Source for Billboard Advertisement Clear Channel Sources for Secondary Research www.sjrwmd.com/itsyourlagoon www.treadlightly.org
*All photographs used in collateral are place-holders, used only to give a realistic feel to each piece. They are not owned by Compass and will be replaced with originals when campaign begins.

Sources for the We are Indian River Lagoon Kick-Off Event

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Research Materials A. Survey on Indian River Lagoon
1. How many times a year do you go boating on the IRL? a. 0-2 b. 3-5 c. 6 or more 2. What type of boat do you take out on the water? ___________________________________________________________ 3. What type of boating activities do you participate in on the water? ___________________________________________________________ Not important Male Tourist Resident Neutral 18-25 26-34 Somewhat important 35-45 46+ Employed Unemployed Very important Student Female 4. How important is it for you to be an environmentally friendly boater? 5. Circle the options that best describe you:

6. Did you receive any training on environmentally responsible boating upon receiving your boaters license? Yes No 7.If you were in a situation where you witnessed a boat performing irresponsibly on the IRL, what would you do? Circle the one you mostly agree with. Call and report the boat to a ranger Kindly educate the boater Too scared to say anything I wouldnt care I wouldnt know how to identify irresponsible behavior

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Research Materials Cont. B. Partnership Quiz
1. Boat propellers can can be damaging to habitats such as: a) Seagrass beds b) Oyster beds c) Marine life d) All of the above 2. You should comply with slow zones and drive at a safe speed only to help protect and erosion. a) True b) False 3. Backing a boat on a riverbank or lakeshore can damage the area and lead to erosion. a) True b) False 4. Having a designated lookout while boating to look for objects can improve Voluntary Environmentally Responsible Boating. a) True b) False 5. If you had to coach a fellow boater, what would you say to help him or her VERB better? __________________________________________________________________________

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Advertising Executions

Official Campaign Logo & Slogan

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Advertising Executions Billboard #1

We are capable .
www.weareindianriverlagoon.org

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Advertising Executions Billboard #2

We are

unified .

www.weareindianriverlagoon.org

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Advertising Executions Billboard #3

We are

responsible .

www.weareindianriverlagoon.org

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Advertising Executions Newspaper Advertisement #1 & #2

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Advertising Executions

Newspaper Advertisement #3 & #4

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Sales Promotion Executions Banners for all events (tradeshows, Kick-Off event, etc)

www.weareindianriverlagoon.org

FOR IMMEDIATE RELEASE MAY 2014

Public Relations Executions

Indian River Lagoon brings expert volunteers to tradeshow

MERLBOURNE, Fla. (Jun. 01, 2014) - The Indian River Lagoon is proud to announce a partnership with local boating store owners that have agreed to volunteer their time to teach people how to practice volunteer environmentally responsible boating. The IRL will participate in ten boating tradeshows throughout this year and will count with expert volunteers to bring awareness to the problem of irresponsible boating habits.

Press Release #1
local resident and volunteer coordinator. tradeshow visitors on how to VERB. Martha Rivera, local business owner. fishery and economic resource.

"As a resident, store owner and member of the Indian River Lagoon community, the least I can do is share my knowledge with the people that come to visit our estuary," said Mathew White,

Volunteers will be able to sign up through the IRL's website to work at tradeshows and community events, and sponsor stores will provide a hour-long training session covering subjects as environmental safety, responsible boating habits and community ownership. These sessions will allow regular members of the community to gain enough knowledge to be able to coach

The store owners will are excited with the IRL's initiative and expect business to improve in the same rate as the lagoon's health improves. "The more people learn how to VERB, the better the lagoon will look. And for us, business owners, a beautiful lagoon means fuller pockets" said

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The Indian River Lagoon is a diverse, shallow-water estuary stretching across 40 percent of Floridas east coast. Spanning 156 miles from Ponce de Leon Inlet in Volusia County to the southern boundary of Martin County, the lagoon is an important commercial and recreational

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Public Relations Executions

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FOR IMMEDIATE RELEASE MAY 2014 The Indian River Lagoon has something to say to its visitors ORLANDO, Fla. The Indian River Lagoon, also known as the Sebastian Inlet, is launching a regional campaign in hopes to promote environmentally friendly boating practices among its visitors. The campaign is anticipated to begin May 2014 and last one full year. The campaign is targeted toward recreational visitors of the lagoon, around ages 30- 54, who are unaware or careless of how to boat in an environmentally friendly manner. Since 2009, the lagoon has seen a decrease in its environmental state, which may lead to a loss of aesthetic appeal, as well as visitors. The Indian River Lagoons agency will be producing various print advertisements and setting up events on the lagoon. The events will be giving complimentary promotional items, such as sunglasses and lip balms, to all of the recreational visitors of the lagoon who stop by. Katie Smith, a frequent boater of the lagoon, believes the campaign will truly make a difference. Ive been visiting the lagoon for years and to see the downfall of the environment is devastating. Many people that come out here are careless with how they boat in the waters and believe they dont do any harm. I think this campaign will open eyes and make a difference with how visitors boat here. I would not want to come here one day and see nothing left, says Katie. The campaign is not only planning on benefiting the lagoons environment, but the visitors experiences at the lagoon as well. If the campaign deems successful by May of next year, the promoters of the lagoons campaign will consider continuing its efforts into 2016.

Press Release #2

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Direct & Interactive Marketing Executions Flyers & Restaurant Table Ads

Are you practicing VERB

at the Indian River Lagoon?

Voluntary Environmentally Responsible Boating

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For more information, visit: www.weareindianriverlagoon.org

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Direct & Interactive Marketing Executions Rack Card (Front)

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Direct & Interactive Marketing Executions Rack Card (Back)

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Direct & Interactive Marketing Executions Social Media

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Direct & Interactive Marketing Executions

Website: www.weareindianriverlagoon.org
www.weareindianriverlagoon.org

About

Get Involved

Resources

We Are

Media

Quick tips for visitors!

Live Instagram Feed: #weareIRL

We are

capable .

@helloimlj: Loving this lagoon! #weareIRL

Responsible boating is very simple. I think other people give environmentally responsible boating a bad connotation because if sounds difficult. If we all knew how easy it is, the Indian River Lagoon might be in better shape. -Shannon Fields, SC

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@karen345: Boat day with the family; lots of sunscreen needed... #weareIRL

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Direct & Interactive Marketing Executions Website Banners

accountable .

We are

Even though we arent locals, we still vacation to the Indian River Lagoon every year. It feels like home, so we want to treat it like one. When we see someone making large wakes, we say something. We have to all do our part to keep it here. -Dan and Michelle Williams, AL

We are
The Lagoon is for all of us to enjoy. If we all do one small act to help keep it here, then that adds up. Its not going to stick around if we keep treating it like we have been. -Jason Biggs, GA

unified .

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We are

Direct & Interactive Marketing Executions Website Banners Cont.

aware .

I wanted to learn responsible boating habits to protect myself, others, and the environment. I try to stay informed of new rules, regulations, and guidelinesanything that can help better the Lagoon and my familys experience here. -David Kane, AL

We are

capable .

Responsible boating is very simple. I think other people give environmentally responsible boating a bad connotation because if sounds difficult. If we all knew how easy it is, the Indian River Lagoon might be in better shape. -Shannon Fields, SC

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Direct & Interactive Marketing Executions Website Banners Cont.

We are responsible .
We want our kids to be able to enjoy the Lagoon when they are our age. Thats why we do it. Responsible boating is something we all should be responsible for--because we all enjoy the Lagoon. -Bill and Mary Smith, FL

// TEAM COMPASS //

Autumn Martin //Account Executive

She is obsessed with nutella and strawberries and loves her fur baby, Alfie.

Brittany Ventriglio // Media Director

She enjoys cooking in her spare time and likes to spend lazy days at the beach.

Fernanda Williams // PR Director

She loves circus classes and her favorite book is the Kite Runner.

Sabrina Restrepo // Direct & Interactive Director

She believes in mermaids and is a green tea fanatic.

Loves to wear oversized grandpa sweaters and find the perfect coffee shop.

Laura Judy // Creative Director

// ADV 4411 // DELORME //

Team Compass: Autum Martin Brittany Ventriglio Fernanda Williams Sabrina Restrepo Laura Judy