“A Case Study”

Rachel GregoryNovember 2011

BACKGROUNDFrog Creek RV Resort and Campground is a campground located in Palmetto, FL that has been around since 1984. It has been owned and operated by family for 27years.

The location of this campground is really unique because there isa creek that runs along the property called Frog Creek. This creekis freshwater and winds through multiple sceneries including mossy canopies, mangroves, and historic burial sites.{ }

NEW BUSINESS VENTUREWith the trend of kayaking and canoeing still on the rise, it is the perfect time to introduce the creek as a paddling site. This additional business will offer parking, rentals,

launching and optional pickup.

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STRATEGY

Flyers / Ads

Brochure Website Social Media

PromotionalEvent

Making it Happen

Families and singles ranging from early 20’s to late 50’s who love paddling, outdoor activities, camping and water adventures.They are also looking for a place to have fun locally and be kind

to their wallets.to their wallets.

Frog Creek Kayaking is the only place to safely launch kayaks and canoes on Frog Creek. It is also a beautiful beginner/intermediate paddling creek with gorgeous scenery and natural wildlife. It is about 3 miles of creek to explore with mangroves and burial to explore with mangroves and burial mounds leading the paddler all the way to Terra Ceia Bay

if they wish.

Establish a strong repeat and new customer base, as well as a strong brand identity.

Gain 100 new customers by November’s end.

To successfully build a sub-brand for

Frog Creek Rv Resort & Campground in the paddling category. This is a prime opportunity for Frog Creek with no current competition, and a creek mostly

unkown to the paddling unkown to the paddling community.

Identity/BrandingTo make sure that this business doesn’t interefere or take away from Frog Creek’s established brand, I decided to keep the new logo similar to Frog Creek RV Resort & Campground’s. So I kept the same frog icon in the middle of Frog Creek to keep some brand unity, but the font is more whimsical to reect the carefree and playful attitude of Frog Creek Kayaking.

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In keeping with the fun outdoors theme, all collateral and advertisementswill all reect the same theme.

I really like the way crumpled old paper and cardboard looks, it gives the brand a natural and creative look.

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The surrounding area around the creek is so greenand colorful, that I wanted everything surrounding Frog Creek Kayaking to be green, colorful and vivid.

Informational Campaign

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Informational Must-Haves:

WEBSITEbrochureFlyeremail blast

Purpose of Informational:

- introduce the brand - inform potential consumers about what

Frog Creek Kayaking offers- raise awareness

- inspire people to try something new locally

EMAIL

BLAST

This email blast will be sent to all of Frog Creek’s current clientele and recent purchasers of the Social Living Deal.

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FLYER

This yer is to be posted around businesses locally, as well as around surrounding college campuses, parks, and community bulletin boards.

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B R O C H U R E

(Front)(Back)(Inside Flap)

This brochure is to be handed out to current Frog CreekResidents and placed at other kayaking and canoeing placesaround the Tampa Bay Area. The brochure is an easy way forsomeone to get more information easily if the internet isnot readily available.

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(Inside)

This map was made to giveconsumers an idea of whatthe trail looks like, and where it weaves through.It also will give them a visual guide to follow while paddling.while paddling.

River Trail: 2.85 miles

5815 Bayshore Rd. Palmetto, Fl 34221 941.722.6154 www.paddlefrogcreek.com

WEBSITE

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This website will inform customers of all the information needed forthem to decide to go paddling at Frog Creek. This website can be accessed from the Frog Creek RV Resort & Campground website, the facebook, and the QR code on the yer and brochure.Reservations are encouraged and made on this site.

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FacebookWhen it comes to social media, there were not a lot of outlets that were really practical for a kayaking business except for the obvious, Facebook.Through friends and eventual networking, the Facebook pages will offer exclusive promotions, and connect with other relevantbusinesses.

Social Media

Persuasion Campaign

Poster

Ad

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Poster

Ad

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Web Banners

These poster ads and web banners are made to establish a brand style and attitude, as well as remind or inspire people of the fun they can have on the water. The web banners will help to promote awareness of Frog Creek Kayaking on common sites that paddlers often visit. 14

Promotional Event

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EVENT PACKAGE:- Special Group Rate for organizations

- Guided Eco-Tour of Frog Creek

- Kayak or Canoe Rental- Free pool usage

- Cook-out sponsored by Frog Creek

- 10% off a night of camping

The event is to be partnered with:

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Expected OutcomeWith the complete publishments of:

Brochure / Flyers / Emails

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Web Banners / Ads

Continuous Facebook Activity & Promotions

Promotional Events with Outdoor Organizations

=100+ New Customers!and many more to come...