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NASH& PARTNERS
Christine Cafiso Natalie Cerabino Ian Centrone Angelina Filipelli Stephen Koepp Alex Martin Chloe Mun Sarah Taylor
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Table of Contents
It’s what’sinside that counts.
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Meet the TeamTeam Philosophy
Executive SummarySituation Analysis
ResearchSWOT
Marketing StrategyCreative Brief
Integrated Marketing CommunicationsMedia Plan
Campaign EvaluationAdditional Recommendations
ConclusionAppendix
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Meet the Team
Hello.We are Nash & Partners, a group of eight visionaries from the University of Florida. All members are advertising majors with hands-on experience in the field. Between the eight of us, we have a collective set of skills in the fashion, television, newspaper, tourism, event planning, cinema and marketing industries. Together, we have established a strong presence in campus involvement through official university ambassadors, Greek life,
athletics and community service. We are each active members of the Ad Society, the University of Florida’s chapter of the American Advertising Federation. Within Nash & Partners, five members hold leadership positions in the Ad Society including the president, vice president and three directors. Together, we each bring our unique strengths and skills to the team in order to provide the best results for our client.
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ALEX MARTIN
SARAH TAYLOR
CHLOE MUN STEPHEN KOEPP CHRISTINE CAFISO
ANGELINA FILIPELLI NATALIE CERABINO IAN CENTRONE
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Team Philosophy
The difference.We are in the business of making a difference. At Nash & Partners, we aim to venture beyond the depths of ordinary, while striving toward the extraordinary.
We understand that there are infinite ways in which one can exist in the marketplace. However, simply existing is not enough. We are about helping brands flourish and stand tall. Out-of-bounds, yet precise, our goal is to create new ideas that will help your brand move forward.
It all starts with a shared passion and a clear vision. By collecting vital insights, implementing innovation and forging a strong strategy, Nash & Partners creates campaigns that leave a lasting impression. Together, we can make the difference.
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Executive Summary
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Guy Harvey is an iconic brand that has been around for nearly 30 years. Guy Harvey, a sportsman, artist, scientist and conservationist, is the driving force defining the image and direction of the brand. What started with a set of exceptional paintings has grown into a company with offerings in apparel, home goods, boating accessories and more. Guy Harvey products mean more to consumers; they represent a way of life. Nash & Partners plans to develop this strong brand and extend Guy Harvey further into the lifestyle category. The Guy Harvey brand is motivated by more than just profit margins. Harvey, at heart, is an environmentalist. The Guy Harvey Ocean Foundation is the core part of the brand, with a percentage of all sales going back to this charitable organization that benefits ocean conservation.
Research
Through primary and secondary research, Nash & Partners has coordinated an integrated advertising plan based on a few key insights. In order to better understand the Guy Harvey consumer, Nash & Partners performed a focus group, in-depth interviews and an online survey of over 200 respondents. Our research indicates that although a majority of consumers see a brand’s association to a cause as positive, many claim that it does not affect their purchasing behavior. Also, we noted skepticism in consumers towards brands using cause marketing for personal gain. To increase the awareness and in turn increase support for the Ocean Foundation, our main goal is to first build the general awareness of the Guy Harvey brand.
Executive Summary
Let’s get started.
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To do this, Nash & Partners noted that consumers have associated the Guy Harvey brand with a feeling of time and place. His products have both a sense of nostalgia and a sense of adventure.
Advertising and Marketing With these findings, Nash & Partners has increased efforts to raise Guy Harvey brand awareness and brand equity. In this yearlong campaign, our goal is to increase brand equity and carve out a more defined image for Guy Harvey products. Also, we aim to increase brand loyalty within current consumers. Our target market is adults 18 to 49 who live in the Sun Belt. Nash & Partners has developed three target profiles: The Local, The Nostalgic and The Vacationer. Using these three profiles, we have tailored a campaign to reach a wide and varied audience with one relatable concept.
Media and Budget
Word of mouth is the best medium of all. Nash & Partners aims to utilize mediums that will stimulate conversation in the outlined target markets. To further our media dollars and return on investment, the plan makes a heavy push during the summer months in the state of Florida with outdoor mediums. With the large amount of tourists visiting, each dollar spent will be stretched further as it gains more impressions. In addition, the brand’s online presence will get a full makeover. With revamped
and updated social media sites, traffic to the website will grow exponentially. Utilizing both free and paid online mediums, consumers will be driven to the Guy Harvey website. This will help spread awareness and directly benefit the Ocean Foundation.
Conclusion Nash & Partners has focused on key strategies that play into the strengths of the Guy Harvey brand. Through this consolidated and targeted campaign, we are confident that the brand will see significant gains in both brand equity and brand awareness. Guy Harvey is a brand built on genuine and unchanging values. There is a sense of authenticity that, if harnessed correctly, can be used as a tool for substantial growth.
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Situation AnalysisCompany
ProductConsumer
IndustryCompetitive
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Company In 1985, artist Guy Harvey depicted Ernest Hemingway’s famous fishing story, “The Old Man and the Sea” through a series of 44 original pen and ink drawings displayed at an expedition in Jamaica. After his piece received a great deal of positive attention, he began to create custom artwork for use on a variety of products. Thus, the Guy Harvey brand was born. Additionally, having earned a degree in marine biology as well as a Ph.D. in fisheries management, Harvey has a strong passion for the beauty and conservation of marine wildlife. Harvey holds multiple titles as a fisherman, artist, scientist, conservationist, scuba diver, underwater photographer, explorer and more.
The Guy Harvey Ocean Foundation was founded by Harvey in 2008. The Ocean Foundation vision is to, “help ensure that future generations will enjoy and benefit from a naturally-balanced ocean ecosystem where fish and other marine wildlife flourish.” According to the Ocean Foundation website, the foundation works with educators, scientists and multimedia specialists to design innovative educational programs, to encourage conservation and to promote practices for sustainable marine environments. Beyond the Ocean Foundation, the Guy Harvey brand has expanded within numerous educational programs including The Guy Harvey Research Institute at Nova Southeastern University, the Florida Sea Grant
Situation Analysis
Where we stand.
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Marine Science Scholarship Award, the University of Florida Program for Shark Research and more. The Ocean Foundation also has over 20 conservation partners like the Georgia Aquarium, and anyone can help the cause by becoming a member of a local chapter of the Guy Harvey Ocean Society.
Today, Guy Harvey’s marine wildlife artwork can be found in exhibits, stores, galleries, restaurants and fishing tournaments. His T-shirts and other accessories have also become wildly popular, making Guy Harvey a very strong, recognizable brand. The current advertising for the Guy Harvey brand includes the promotions for new “Catch Me…Release Me” specialty license plates, the “Save it for the Kids” concert series and a campaign partnership for new Guy Harvey branded Florida Lottery designs. The Ocean Foundation has been most recently successful in its award-winning partnership with SUBWAY for its “Save the Gulf” campaign throughout SUBWAY restaurants nationwide. The Ocean Foundation is expanding to new media utilized by younger audiences in order to inspire conservation and responsible practices on the water and at home. Its current eco-network includes a presence on Facebook, Twitter, Flickr, Google+ and WordPress. With 298,000 fans currently on Facebook, 4,200+ followers on Twitter and a significant amount of content on YouTube, the Guy Harvey brand has a solid foundation within the social media world.
Fans can also subscribe to the Guy Harvey Magazine, attend guest appearances and catch a visit from the Guy Harvey Mobile Express. The mobile express is an ornamented, traveling Guy Harvey store, seen at fishing tournaments and a variety of special events. Utilizing the “walking billboard” benefit of their T-shirts, the Guy Harvey brand has also been successful in branding various sporting events for the collegiate collection.
Product The Guy Harvey product line extends well beyond the famous paintings and T-shirts. The beloved marine life artwork and signature logo have adorned everything from patio furniture to wine. With a large number of licensees, Guy Harvey products include: men’s and women’s apparel, handbags, sandals, jewelry, sunglasses, home furnishings, tableware, boat and vehicle wraps, murals, books, magazines, sauces, coffee, water and numerous novelty gifts. The Guy Harvey brand personality exudes authenticity as each depiction of marine life was hand drawn by Harvey himself, inspired by his many underwater adventures all over the world. His consumers are commonly fishing enthusiasts who proudly wear Guy Harvey in an effort to express their identity. Guy Harvey consumers associate the brand to be parallel to their lifestyles or those of family and friends. Some customers own many of his products, while others cherish one or two items from attending a vacation or event.
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In addition to the many marine life illustrations, Guy Harvey also designs for special occasions. Beginning with the 2008 NCAA national football championship won by the University of Florida, Harvey designed a unique shirt for the victory and continued with multiple college football T-shirt designs. Similarly, he has produced a military collection, donating a portion of the proceeds to heroes and their families. Guy Harvey also has a line of eco-merchandise designed specifically for the Ocean Foundation. All of the proceeds from the sale of these items directly benefit ocean conservation research and education conducted through the foundation. Guy Harvey products are affordable in a light to medium cost category and go up to a heavy cost category for his one-of-a-kind art. Distribution of Guy Harvey products is spread across a large number of retailers and online stores such as Bealls and sporting goods vendors. Promotions vary between Guy Harvey appearances at local events and shops, point-of-purchase displays and social media announcements.
Consumer The 18 to 24-year-old male demographic is an especially appealing audience to marketers. They tend to be early adopters of new trends and are often opinion leaders, particularly in technology, fashion and entertainment. This target market spends a significant amount of time on social media sites
and value their friends’ opinions. However, these consumers are difficult to reach because they are skeptical against traditional advertising and corporate interests. Mintel has stated that this demographic is hesitant of corporate presence on social media sites. Compared to the overall 34%, approximately 41% of this audience says they do not want to see ads or profiles from brands when on social media sites.
Marketers have used several strategies to reach this college-aged demographic. This includes tour and event sponsorships to generate excitement and social buzz, campus representatives who can give a brand a human face to their peers, and institutional partnerships to gain exclusive presence on university grounds.
The 18 to 24-year-old female demographic is similar in that they are young adults who rely on the Internet and mobile technology to communicate in new ways. They have a growing use of smartphones, tablets and laptops which has helped advertisers use multifaceted hubs for social connectivity. This demographic is composed of strong users of Facebook, Twitter, Google+, LinkedIn, Tumblr, Foursquare and Pinterest.
Industry
As the Guy Harvey brand is recognized through the artwork and branding among many platforms, the company’s
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biggest presence remains in the clothing retail industry. Today the clothing industry is estimated at $329.4 billion and has experienced a compound annual growth rate of 2.7% between 2007 and 2011. In the next five years, the annual growth rate is expected to rise to 3.1%. Past slow growth in the industry can be attributed to the increase of new competitors faster than consumers are purchasing. Another industry trend involves the shift of shopping to online stores. The Guy Harvey brand differs from its competitors in that each item is adorned with unique, one-of-a-kind artwork. Harvey’s dedication to the Ocean Foundation is also supported by his longtime career as a scientist and ocean conservationist. The Guy Harvey brand’s direct competitors include Jimmy Buffett and Tommy Bahama. Similar to the Guy Harvey brand strategy, these companies compete in the same lifestyle brand category. The use of branding over a series of
merchandise has become a multimillion dollar business. Singer-songwriter and entrepreneur, Jimmy Buffett, has been building a brand among his music and merchandise for nearly three decades. In doing so, Buffett’s brand equity has grown significantly. The Tommy Bahama brand is also a direct competitor due to its similar clothing style and target market. The indirect competitors are PRODUCT (RED) and TOMS due to their active branding efforts with apparel, as well as their involvements within cause marketing. PRODUCT (RED) partners with many leading brands including Coca-Cola, Converse and Starbucks. These partnerships aim to build awareness for the AIDS epidemic and help fund AIDS prevention. TOMS is also an indirect competitor for its presence in the footwear industry as their “One for One” strategy will give one pair of new shoes to a child in need for every one pair of shoes purchased.
Vision withoutaction is onlya dream.
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Positive Industry Trends The rise of the Millennial generation reveals a vast market in which the Guy Harvey brand should take advantage of consumers born between 1980 and 1995. These consumers strive for constant connectivity and look for instant gratification and accessibility. More importantly, the idea of self-expression with technology and pop culture has been taken to a new level compared to older generations. Research indicates that there is a growing trend in the use of social media. Among the 18 to 24 and 25 to 34 age ranges, the percentage of social media use is 92% and 95% respectively. Facebook is the most commonly-used social media network with 81% of survey respondents claiming heavy Facebook use on a weekly basis, followed by Twitter with 31%.
In addition, the amount of mobile access to these social media sites has increased. In recent years, new developments of mobile apps and mobile websites have contributed to the equity of brands utilizing these services. This method of reaching target audiences is still fairly new, however, it remains a sector with potential as 65% of the 18 to 24 age range and 68% of the 25 to 34 age connect with social media through mobile devices.
Negative Industry Trends The Guy Harvey brand faces resistance on a series of negative industry trends. Today’s economy has seen a variety of fluctuations in its growth and stability. Therefore, this current issue does not help the clothing retail industry as its success depends on the status of the economy. Also, recent industry reports
Situation Analysis
Action without vision is a waste of time.
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indicate that mall traffic has been on the decline as people are purchasing less and spending a decreased amount time at malls. This impacts the Guy Harvey brand potential, since much of Guy Harvey’s sales are dependant on retail stores. The Guy Harvey brand also faces challenges within the cycle of fashion trends. Various clothing styles and trends continue to change quickly over time and brands will need to adapt to stay relevant with consumers.
Competitive Analysis
Direct Competition
The Guy Harvey brand’s direct competitors actively market a similar outdoor lifestyle. Two of the most prevalent competitors include Jimmy Buffett and Tommy Bahama. Although Guy Harvey is unique from these brands, they are direct competitors because they all breathe a similar lifestyle. Each of these brands are competing in the lifestyle brand category.
Jimmy Buffett is a singer-song-writer, film producer and entrepreneur who portrays an “island escapism” lifestyle both in his music and business ventures. Buffett owns and licenses the Margaritaville Cafe and Cheeseburger in Paradise restaurant chains and produces his own beer with Anheuser-Busch called LandShark Lager. He also owns licenses to Margaritaville Tequila, Margaritaville apparel and Margaritaville Food which includes chips, salsa, guacamole, shrimp, chicken and more. Between 2010 to 2011, Jimmy Buffett spent approximately $1,500 on
magazine advertising and $1,500 on interactive displays.
Buffett has also participated in several charity events. Along with former Florida Governor Bob Graham, Buffett founded the Save the Manatee Club, the world’s leading manatee protection organization, in 1981. In addition, he funded Singing for Change, a foundation which provides grants for local charities. Buffett also raised money at his Surviving the Storm Hurricane Relief Concert in Florida. By performing in Hong Kong, he raised $63,000 for the Foreign Correspondents’ Club Charity fund. Lastly, he put on a free concert as a response to the BP oil disaster in the Gulf.
Tommy Bahama is a Seattle-based manufacturer of men’s and women’s casual wear, sportswear, swimwear, denim, accessories, footwear and home furnishing collections. Products are available at Macy’s, Neiman Marcus, Sak’s Fifth Avenue, Nordstrom, Belk and select resort location gift shops. The men’s sportswear line includes the Tommy Bahama Collection, Tommy Bahama Relax and Tommy Bahama Denim. The company also offers bedding and bath, lamps, rugs, ceiling fans, outdoor fabrics, wall coverings, sunglasses, optical eyewear, watches, umbrellas, luggage, hats and fragrances. It also licenses international entities to manufacture Tommy Bahama retail locations in Canada, Australia and Dubai. Between 2010 to 2011, Tommy Bahama spent approximately $484,600 on magazine advertising, $57,600 on newspaper, $12,600 on interactive display and $98,500 on outdoor.
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Indirect Competition Guy Harvey’s indirect competitors are nonprofit organizations that raise money by selling apparel items such as (PRODUCT) RED and TOMS.
(PRODUCT) RED is a brand licensed to partner companies such as Nike, American Express, Apple, Starbucks, Converse, Bugaboo, Penguin Classics, Gap, Emporio Armani, Hallmark and Dell. Activist and U2 frontman Bono founded this brand in 2006 to raise awareness and funds to help eliminate AIDS in Africa. The money raised benefits the Global Fund to Fight AIDS, Tuberculosis and Malaria. By 2011, (PRODUCT) RED generated $170 million to support grants which have reached more than 7.5 million people in Ghana, Lesotho, Rwanda, South Africa, Swaziland and Zambia.
Situation Analysis
TOMS is a for-profit company that operations a non-profit subsidiary, Friends of TOMS. Blake Mycoskie founded TOMS in 2006 and developed the “One for One” concept; for every pair of shoes sold, a new pair would be donated to a child in need. Friends of TOMS is the brand’s non-profit affiliate that coordinates volunteer activities and all TOMS shoe drops. By April 2010 the company had given over 600,000 pairs of shoes to children in places such as Argentina, South Africa and Ethiopia. In September 2010 TOMS gave away their millionth pair of shoes. The design of TOMS was inspired by the shoes worn by Argentine farmers. In addition to these canvas or cotton fabric shoes, they are available in the style of Warp Boot, Stitchouts, Cordones and Botas. The company also sells a variety of apparel and accessories.
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The memorablenever emerged froma formula.
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ResearchFocus Group
In-Person InterviewsOnline Survey
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To gather information about our target market, Nash & Partners implemented three research techniques. We first conducted a focus group that consisted of 16 diverse students from the University of Florida. After analyzing our findings, we conducted in-person interviews around Gainesville, Florida. Finally, we carefully designed a Qualtrics survey which was distributed online and taken by over 200 people.
Part One: Focus Group
Nash & Partners conducted a focus group as the first step in obtaining our qualitative research. Focus groups are a beneficial way of obtaining insight into consumers’ opinions, ideas and attitudes. The flow of conversation is directed by a moderator, who follows a pre-written series of questions. Focus
groups gather more detailed information than other data collection methods and can often spark spontaneous conversation. Therefore, Nash & Partners chose to conduct it early in the research phase, so if any new concepts arose, there would be sufficient time for further study.
In order to make sure the participants were relevant to our research, we distributed a pre-screener questionnaire which posed nine questions regarding their personal information, such as gender and hometown. The questionnaire also detailed the specifics of our focus group, such as the date, time and location. This form ensured that each participant was in our primary target market of men and women ages 18 to 29, and living in one of the Sun Belt states. We selected our final
Research
The truth.
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group of participants to be of various backgrounds and interests in order to have a strong representative of our target market.
In addition to the pre-screener questionnaire, we had each participant complete a consent form which indicated the purpose of our study, our expectations of the participants, potential risks, compensation and benefits, confidentiality and our contact information. Signing the form indicated that all candidates were voluntarily participating in our focus group. It also informed them that all information shared or collected during the session would be available to our client. In addition, participants were notified that they were free to withdraw from the focus group at any point without penalization.
The focus group took place on February 8, 2012 at the Delta Zeta Sorority house on the University of Florida campus. The session began at 8 p.m. and lasted approximately one hour. Our focus group included 16 participants, consisting of nine females and seven males. For referencing purposes it was filmed, and all members of Nash & Partners were discreetly present in the back of the room. Our main objective was to collect information on participants’ social media habits, desirable apparel qualities, perceptions of cause marketing, the Guy Harvey brand and ultimately the Ocean Foundation.
Our Findings
Social Media Habits
Since Guy Harvey already has a presence on various social media websites, Nash & Partners wanted to gain insight into the social media habits of our target market. Participants divulged that they only use YouTube if they have a specific video in mind that they want to watch, and do not generally surf the site aimlessly. On the other hand, Facebook is viewed more as a leisure outlet with patrons spending time on the site without a specific purpose. Members of the focus group said they would “like” Facebook pages if they wanted to look back at them later, and they are more prone to “like” pages if there are discounts or sales available. We took all of the findings into consideration when rebranding the official Guy Harvey social media sites.
Apparel
There was also a need to further understand our target market’s perspective on the topic of apparel. When having open discussions about purchasing apparel, people expressed quality and good fit as being the most important factors. In addition, one participant specifically said that brands who offer their clothing in a variety of colors usually catch her eye. When asked why they were currently wearing the clothes they had on, the vast majority of participants stated comfort as the main reason.
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Cause Marketing
The Guy Harvey Ocean Foundation is an integral part of the Guy Harvey brand, thus, we wanted to learn the focus group’s opinion on cause marketing. Several participants expressed concern for companies who appear deceptive with their cause marketing. Many felt as if the companies were “scamming” or “misleading” their consumers and donating a smaller portion of the profits than originally advertised. Brands that appear to genuinely care for the cause they support are more trusted by consumers. Some participants stated that if two items were of equal quality, they would be more inclined to purchase the product that was associated with a cause. “It’s a win-win,” one participant stated in reference to purchasing a cause-related product.
Guy Harvey
Participants were then shown an image of Guy Harvey projected on a screen. They were asked to describe the man, not knowing his identity. Members’ comments included: “old,” “he looks like a dad,” “nice guy” and “redneck.” Regarding Guy Harvey’s popular T-shirts, many participants said they would feel uncomfortable wearing them if they did not fish. One participant stated, “I would feel like a poser because I’m not a fisherman.” Other participants agreed and stated that people who wear the Guy Harvey shirts should be able to identify the fish depicted on the shirts.
Guy Harvey Ocean Foundation
When asked about the Guy Harvey Foundation, only a few participants were aware of it. Comments included, “I’ve never heard of the foundation, I would have to research it” and “I think they helped out when the oil spill happened”. Some people had seen Guy Harvey promote the foundation at one of his public appearances. One participant who was familiar with the foundation said, “It adds more depth. They’re giving back.” When asked how they perceive the Ocean Foundation, participants responded, “It adds more appeal to the brand.” Another respondent said, “It shows he’s into the lifestyle and wants to protect the ocean.” Others said it brought a level of authenticity to the brand. After being informed of the foundation, most stated that the brand’s involvement with a cause could improve brand reaction, if they already had intent to purchase. However, a majority of them would not go out and buy a shirt solely because of the foundation.
Part Two: In-Person Interviews
When conducting our in-person interviews, Nash & Partners decided to implement the general interview guide approach. This ensured that the same areas of information discussed in the focus group were touched upon in each interview while allowing us to keep the focus on Guy Harvey and the Ocean Foundation. By utilizing this approach,
Research
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we were able to keep the interviews relaxed, conversational and natural. We used standardized, open-ended questions that were asked to virtually all interviewees to gather in-depth details. From this, we were able to quickly analyze the collected information and compare it with our other research. Participants had the freedom to answer questions as they pleased with no consequences or reluctance to share information or personal opinions.
To conduct the personal interviews, Nash & Partners split into teams to speak with various people in Gainesville, Florida that fell within our target market. These locations included Wal-Mart, Target and various stores at the Oaks Mall. Pairing up allowed one of us to direct the conversation while the other documented the interviewees’ answers, opinions and direct quotes.
The interviews suggested that many
people who owned a piece of Guy Harvey apparel received it as a gift. Many people had never been exposed to the Ocean Foundation, but some people claimed they had heard of it before. Others at least recognized that a portion of sales generated from Guy Harvey products went toward a good cause. Many people shared that Guy Harvey is a brand that incites connotations with fishing and the southern lifestyle, while others suggested the brand reminds them exclusively of college students, specifically of a fraternity and sorority association. Many people who grew up in the Sun Belt, especially those nearby water, strongly associated the Guy Harvey brand with fishing. One interviewee said, “Back home, if you go out fishing on the boat, you’re wearing a Guy Harvey T-shirt.” Overall, the insights gained from the in-person interviews
Nothing is more powerful than an insight into human nature.
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seemed to match the information we gathered from our focus group.
Part Three: Online Survey
Nash & Partners conducted a Qualtrics survey consisting of 18 questions. We distributed the survey online to people originally from or currently living in the Sun Belt. Any participant who was outside of the age range of our target market was filtered out of our survey results.
The survey began with questions regarding the participants’ demographics, such as their location, gender and age. We had 227 people start the survey and 153 were completed. Females made up 71% of our participants, with males accounting for the remaining 29%. The ages of our participants ranged from 18 to 44 years old, however most of the respondents
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were in their early twenties. To evaluate participants’ locations, we first asked them to identify their hometown, and then to identify where they currently reside. The responses were very diverse and represented people throughout the Sun Belt, including hometowns such as Orlando, Florida, Durham, North Carolina and Scottsdale, Arizona. Current location responses included states such as Illinois, Georgia and California.
After collecting the basic information about the participants, we delved deeper into their personal preferences such as favorite activities and social media habits. To gain insight into their activities, we asked participants to indicate the top three categories they regularly participate in. All participants listed nightlife among their top three interests. Fitness ranked second with
The most powerful element in advertising is the truth.
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0
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Facebook YouTube Twitter
58%, sports third with 43% and music a close fourth at 42%. We listed various social media sites and had participants check which platforms they actively used. Every participant indicated they used Facebook, YouTube was second at 76% and Twitter rounded out the top three with 53% of participants indicating regular use. Most people answered that they spend on average one to two hours on social media sites daily.
We also collected information about participants’ clothing brand preferences and more specific information about Guy Harvey and the Ocean Foundation. Research indicated that the vast majority of people purchase their clothes from department stores. From there we created a list of groups of similar clothing brands and asked participants to choose which they
were most likely to wear. J. Crew/Gap/Banana Republic ranked first with 26%, and the Target/Kohl’s/T.J. Maxx group tied with the BCBG/Express/Zara group at 24%. Another survey question indicated that the majority of participants (72%) only purchased fishing-related clothing zero to one times in the past year. More specifically related to the Guy Harvey brand, 59% of participants said they do not own Guy Harvey products. For those who answered that they did own Guy Harvey products, the most commonly-owned product was T-shirts. Regarding the Guy Harvey Ocean Foundation, 80% of participants said they were not aware of the organization whatsoever. For those who indicated they have heard of the Ocean Foundation, word of mouth proved to be the most common vehicle.
100%actively participated in
NIGHTLIFE
ComfortableAdventurous
Classic Coastal
GenericOut-dated
Manly Redneck
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SWOT
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SWOT
Strengths
Weaknesses
Recognizable brandLarge social media fan base
High-quality productsAssociation with the Ocean Foundation
Original distinctive artworkOne-of-a-kind brandWide audienceWide range of products
Disjointed marketing effortsWebsite is not user-friendly
Marketing efforts are spread too thin between many projects
Small media market share
Low female consumer baseProducts perceived to be male orientedLimited and vague distribution channels Low consumer awareness of Ocean Foundation
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Threats
Opportunities
Potential for social media improvements Explore emerging social media platforms
Additional brand extensionsFurther community outreach
Additional technology properties Improving American economy Moderate growth in tourismLarger online shopping market
Competitors working with larger advertising budgets
Fashion trends constantly evolvingHighly competitive market
Decreasing mall trafficSales depending on the rise and fall of the economySkepticism toward cause marketing
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Marketing StrategyTarget Market
Consumer ProfilesObjectives
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Marketing Strategy The Guy Harvey brand has the challenge of reaching a wide audience. It is difficult to use a single face to define this brand. Therefore, this campaign aims at highlighting the common denominators. By finding the universal reason that drive people to the Guy Harvey brand, this campaign can connect the different target audiences at once.
From the research performed, there was an ongoing theme. Consumers have a strong connection between the Guy Harvey brand and the idea of home. Whether it is a point of pride or a remembrance, Guy Harvey transports them to a place and time. We believe this insight can be used to connect the breadth of audience and appeal to each of them emotionally. We have developed four distinct strategic concepts that can be encompassed by one tailored and targeted campaign.
Marketing Strategy
The plan.
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Adventure
Home
Salty Socialweathered carefree
not afraid to get dirty
ruggedescape
open book making memoriescompanionshipinteractivelively
spontaneousthrill-seekerembrace life
daringbold
sense of selfbelongingcomfort
nostalgiagrounded
family
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Marketing Strategy
Target Market
Due to the wide age range, we divided our target market into two segments in order to better direct our advertising efforts. Our primary target market consists of men and women ages 18 to 29 and our secondary target market men and women ages 30 to 49. We feel it is important to target a younger audience to encourage life-long customers, promote brand loyalty and form positive brand experiences. In doing this, we feel the youthful personality of our campaign will make the brand more desirable, thus attracting the secondary market as well. Among the whole demographic, we categorized our target market into three profiles: The Local, The Nostalgic and The Vacationer. Each profile is unique, but all three fit the Guy Harvey brandlifestyle.
The Local This consumer has a strong sense of belonging to their home. This identity is built upon a love for the outdoors and pride in one’s roots. The Locals are men and women who live in areas near the water. They partake in multiple outdoor activities which include boating, fishing, diving and enjoying the beach.
The Nostalgic
This consumer has left home to go to college, travel or pursue a career. They are very nostalgic about their past and where they came from. The Nostalgics are those who used to live by water, but may not any longer. They are often nostalgic about the beach and desire to return back.
The Vacationer This consumer is a family man or woman. They take trips to get away from the chaos of everyday life and tend to bring their children to aquatic locations. The Vacationer is someone who might have not seen the ocean but enjoys the outdoors. They are often adventurous and vacation to the water with their friends and family.
Objectives
Short-Term Objective: To raise brand awareness by 5% within the prospective target market of adults 18-49 years of age.
Long-Term Objective: To increase brand equity and carve out a more defined image for Guy Harvey products. Also increase brand loyalty with current consumers.
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Sound strategy starts with having the right goal.
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Creative Brief
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Background
The Guy Harvey brand is a well-established name in the outdoor apparel category, offering a wide variety of products from shirts to surfboards. They also have a similarly large and diverse portfolio of marketing promotional efforts. Our main goal will be to take these products and promotions and streamline them to fit one general, far-reaching campaign. We plan to consolidate the Guy Harvey image to a lifestyle and something to aspire to be a part of.
Creative Brief
The brief.
Objective
Our main objective is to boost awareness by increasing the brand equity of the Guy Harvey name. In addition, we would like to refresh and revitalize the brand’s current image. Finally, Nash & Partners seeks to show both current and prospective consumers within our target that, “This is not your father’s Guy Harvey.”
Target Market
The Guy Harvey target market consists of adults 18 to 49-year-olds. The core of this target can be thought of as three unique profiles. The Local, The Nostalgic and The Vacationer. While
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each of these profiles are different, they use Guy Harvey for the same key reasons.
Competitors The Guy Harvey brand’s direct competitors include similar lifestyle brands such as Tommy Bahama and Jimmy Buffett. Indirect competitors are other non-profits that raise money by selling apparel items such as PRODUCT (RED) and TOMS.
Key Consumer Benefit Guy Harvey is a lifestyle brand that breathes authenticity. Guy Harvey
consumers are united by the timeless significance of conservation, adventure and home.
Reason Why Every product contains a piece of original artwork that will result in a charitable donation to the Guy Harvey Ocean Foundation.
The best creativecan make one addo the work of ten.
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Integrated MarketingCommunications
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Introduction Nash & Partners has created a synergic campaign that focuses on multiple elements that are each unique in their message. However, they all hold a consistent theme that builds upon and supports one another.
Tagline The tagline for our campaign is, “Pursue Adventure.” We believe this tagline inspires our target market to be active and live an adventurous lifestyle. Adventure has different connotations depending on the consumer, but is a word that provokes memories and feelings personal to each individual, making this campaign highly versatile.
Every aspect is geared toward our three different consumer profiles, but are all still headed under the theme of pursuing adventure.
Strategy and Media Budget
Given the size of the media budget, Nash & Partners allocated our funds in a way that we felt was most appropriate and effective for our campaign. In order to successfully reach our target market, we recommend using traditional media and tying it closely to non-traditional. Among the mediums we used, billboard and online had the heaviest amount of money invested.
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Traditional
Initially we recommend targeting current Guy Harvey users. Therefore, we propose using print, one of the most effective mediums for reaching consumers. We suggest placing the print ads in the Guy Harvey Magazine where no additional expenses will be added onto our advertising budget. We also advise trading advertising space in Guy Harvey’s magazine with other popular publications read by our target market. Nash & Partners also designed a series of billboards that would be placed in select cities to promote the “Pursue Adventure” campaign.
Non-Traditional Aside from traditional, we tied in the consistent message of “Pursue Adventure” with non-traditional mediums. Nash & Partners believes that the brand should be a heavy yet effective user of social media. Therefore, we condensed Guy Harvey’s existing social networking sites to be more in-sync with one another and simple. In order to strengthen the brand’s Internet presence, we allocated a significant portion of the media budget for online advertisements. In addition to online advertisements, we also included different guerrilla marketing tactics.
We’re not in Kansas anymore.
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Our concept for print is to bring the consumer to their idea of home. Each print advertisement should emulate a different wall in someone’s home with photos full of memories hung up in picture frames. The photos describe the core ideas of our campaign: Home, Salty, Adventure and Social. The goal of the print ads are for consumers to look at the ads and be transported back to those memories and places they come from. Nash & Partners recommends that Guy Harvey first place these print ads in the Guy Harvey Magazine, then expand to additional magazines, such as Southern Living.
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Nash & Partners believes implementing outdoor advertising is an effective medium to reach a broad target market. Billboards offer the opportunity to showcase our message of Home, Salty, Adventure and Social. The billboards will stay consistent with the image already presented in our
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print campaign, and can evoke strong emotions in all who are exposed. The major benefit of using outdoor during the summer months is the increased traffic in Florida with the tourism season in full swing. This increases the reach from Florida to other areas of the Sun Belt.
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Smartphone apps are an effective way to reach consumers in our primary target. Apps offer a way to interact with consumers and form a positive brand experience. There is a natural fit for developing a mobile app within both our industry and target market. Our app, “Guy Harvey’s Fishing Adventure”, will be an interactive gaming platform where users can play with friends on the open seas. Users can entertain themselves by reeling in the iconic fish pictured on
the backs of Guy Harvey shirts. This can also be a tool to educate users on the importance of sustainable fishing. The app will encourage users to employ the proper catch and release methods. High scores can also be shared through various social media platforms such as Facebook and Twitter. This cross-promotional activity will encourage traffic back to the app, as well as build awareness for the Guy Harvey brand.
Application
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We believe the Guy Harvey website will benefit from a complete redesign as well as content reorganization. The current site appears cluttered and outdated due to an excessive amount of links and images. The home page is over-stimulating, which makes it difficult for the every day user to navigate. With that being said, we simplified the layout and consolidated all of the Guy Harvey pages into a single platform. Forming a unified online presence will alleviate this issue, thus making the site more user-friendly. Nash & Partners revamped the site to include an aesthetically-pleasing
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ocean background, replacing the current blue gradient. We condensed the extensive amount of text into five main tabs. These tabs include Home, GH Experience, Store, Ocean Foundation and Blog. No matter which tab you select, this left-hand navigation bar remains permanently displayed. In addition, each of the Guy Harvey social media links is clearly displayed, allowing users to directly access these sites. We believe this new website will be successful for the brand and the Guy Harvey Ocean Foundation.
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Pandora internet radio is a free, personalized radio available to stream music on your phone or computer. With over 100 million users, Pandora is the freshest way to listen to music at the convenience of your personal computer or mobile device. Pandora is extremely popular among the Guy Harvey target market and is currently the number one internet radio website. This music platform offers a variety of advertising options via the website. This includes banners, page takeovers and :15 commercials. Nash & Partners recommends beginning with a custom Guy Harvey banner with a complimentary :15 spot. Reference the enclosed CD in the appendix to hear the ad.
Pandora
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GUY HARVEY:15 Seconds
“Pursue Adventure”
SFX: OCEAN WAVES CRASHING, SEAGULLS CHIRPING
ANNOUNCER: (Relaxed) Adventure is always calling. The question is... will you go?Pursue Adventure at guyharvey.com.
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Nash & Partners recommends that the Guy Harvey brand redesigns each of its social media pages. Nash & Partners suggests first and foremost that all Guy Harvey brand pages be combined into one. Pages such as Guy Harvey Outpost and Guy Harvey Outdoors should join, directing all updates and photos into one main Guy Harvey brand page. These small changes can help the Guy Harvey brand reduce the risk of losing fans in the clutter of their multiple brand pages. Lastly, Guy Harvey Facebook
updates should be limited to one or two sentences in order to keep them concise. Social media is best utilized when it creates a strong user-experience. Therefore, we recommend asking a question at the end of each status. For example: “Stay cool & dry AND look great in this Guy Harvey Micro Pique polo shirt available in a variety of colors. Where would you wear this polo?” This type of status will provoke a conversation with the audience, creating a more personal connection to the brand.
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Nash & Partners recommends first that the Guy Harvey brand limit its Twitter to one or two updates a day, to avoid getting lost in the clutter and to keep tweets more exclusive. The Guy Harvey brand can also utilize its Twitter page to promote events where Guy Harvey makes an appearance or where products are sold, as they do on the Facebook page. These kinds of tweets lend themselves well to creating conversations with users who are attending the events. Guy Harvey can also make use of the phenomenon known as the “hashtag.” For example: “The Guy Harvey Mobile Express is at today’s 107.9 WIRK Rib Roundup at the Cruzan Amphitheatre in Palm Beach County. Who’s coming? #ribroundup.” Creating unique hashtags for Guy
Harvey events and promotions gives the consumers the ability to show their pride for the brand and further connect with it on a personal level. Twitter is also well known for contests and brand-to-user conversations. For example, Guy Harvey could tweet on the same day as the previous tweet: “Got a favorite song you want to hear at the 107.9 WIRK Rib Roundup? Tweet us your requests and listen for it to be played! #ribroundup.” Nash & Partners also suggests that the Twitter page limits the multiple updates linking to websites other than Guy Harvey’s. By tweeting more links to Guy Harvey’s blog or news sections of the website, it will further expand the user-experience by driving more traffic to their website.
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The Guy Harvey YouTube channel can further be utilized by updating its image, creating more unique content, cross-promoting with its Facebook and Twitter pages, while starting more conversations with users. With an online video-sharing website that receives 3 billion views per day, there is plenty of opportunity to be seized, aiming directly at the Guy Harvey target market. The Guy Harvey brand can further utilize YouTube by encouraging user-generated content. This could include anything from a first-timer catching a big fish caught on video, to a family sharing their scuba-diving excursion experience. As long as the content breathes the core concepts of Home, Salty, Adventure and Social, it will tie in with the overall brand experience.
This also opens up many opportunities to hold contests and giveaways. For example, it can be announced on the other social media pages that the Guy Harvey brand is holding a YouTube
contest for the “best water sports trick” or “funniest belly flop.” Fans can upload their videos for a chance to be featured on the Guy Harvey YouTube channel, Facebook and Twitter, as well as win a prize such as a trip to the Cayman Islands. Prizes could be small or large, depending on the difficulty of the contest.
YouTube is also a strong place to create brand-to-user conversations. Within each video the Guy Harvey brand posts on its channel, there could be a question posed. For example: The current video titled “Guy Harvey on Tiger Beach – Tigers Plus” could add a question at the end of the description such as, “Guy and friends as they dive with tiger, reef and lemon sharks at Tiger Beach in the Bahamas. Have you ever visited Tiger Beach? What did you like most when you were there?” This will engage fans to share their stories and further connect personally with the brand.
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Nash & Partners recommends that the Guy Harvey brand participate in one of the fastest-growing, new platforms in social media, Pinterest.
Pinterest is a virtual pinboard, where anyone can create boards and “pin” images that inspire them. Pinterest allows you to organize and share all of the beautiful things you find on the Web. Nash & Partners strongly believes this is a productive way to target the 30% of Guy Harvey’s consumers who are female. Pinterest is on the rise for businesses due to its immense sharing capabilities and direct traffic to company websites.
The Pinterest page we have created for Guy Harvey depicts the lifestyle
brand that it is, with boards titled, “On the Water,” “Food and Drinks,” “Travel Destinations,” “Adventures” and “For the Home.” Users can repin what they like onto their own pin boards, and the source for the image is always shown as being from the official Guy Harvey Pinterest page. In addition, if there is a product for purchase, the user can click the image and be led to the Guy Harvey website. There, they can browse the online store and purchase items. There are multiple ways that this can increase brand equity by engaging with the consumer and tailoring to their interests.
Nash & Partners suggests sharing seafood recipes, family vacation ideas and anything else that fits into the overall mindset of Pursuing Adventure.
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Nash & Partners proposes that the Guy Harvey brand forms a partnership with one of the biggest liquor companies in the world, Bacardi.
By partnering with Bacardi, the Guy Harvey brand will benefit by attracting a very similar target market that is already loyal to the Bacardi product line. Nash & Partners has designed a custom label adorned with original Guy Harvey
artwork. The limited-edition bottle will be sold over a four-month period, lasting from the beginning of May to the end of August. Taste-testings will be available at all of Guy Harvey’s summer public relations endeavors, and the specially-designed rum bottles will be sold at the event, as well as liquor stores across the Sun Belt. If successful, additional labels could be produced, enticing consumers to collect them all.
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Guy Harvey consumers predominantly travel to aquatic destinations, to participate in fishing trips, family vacations and spring break. Nash & Partners would like to target popular vacation cities by designing location-specific Guy Harvey T-shirts for each chosen city. Each shirt displays something unique about the city, as well as the city name and state. Nash & Partners recommends that the Guy
Harvey brand begin this promotion within the state of Florida and then expand to other destinations in the Sun Belt such as Hilton Head, South Carolina. The T-shirts will also be sold at all of our public relations events. The cities recommended include: Miami, Ft. Lauderdale, Tampa, Ft. Myers, Daytona Beach, Pensacola, Jacksonville, St. Augustine, Panama City and Key West.
Destination T-shirts
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The focus of our public relations efforts is to promote Guy Harvey’s brand and the Guy Harvey Ocean Foundation to the public. We ultimately want to represent his brand in a positive, socially-responsible light. Nash & Partners believes that partaking in festivals, art walks and fishing tournaments are an affordable and effective way of achieving this.
The Guy Harvey brand has a great opportunity to promote itself along the Sun Belt with the vast amount of events that take place year-round. Initially,
our public relations events will be executed across Florida. These events will be located in Jacksonville, Tampa, Fort Myers, Miami, Panama City, Key West, Pensacola, Daytona Beach, St. Augustine and Ft. Lauderdale. At these events, brand representatives will set up a booth to promote our Destination T-shirts, artwork and other popular Guy Harvey products. Representatives will also educate potential consumers about the Ocean Foundation. Each event was specifically chosen based on the locations’ high concentration of both locals and vacationers.
PR Florida Tour
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Caloosa Catch and Release Tournament Fort Myers, FL
The 23rd annual fishing tournament presented by Yamaha is the largest inshore fishing tournament in Florida. This three-day event will take place in late June at Jensen’s Marina and the Celebration Center of Captiva. In the past, the Caloosa Catch and Release Tournament has raised over $400,000 dollars, donating to various organizations like Big Brothers Big Sisters, The Coastal Conservation Association and The Children’s Home Society.
Coconut Grove Arts Festival Miami, FL
This festival is known as the “Celebration of the Arts.” The annual event takes place every February and features a variety of artwork. Artists from around the world attend this prestigious exhibition. Aside from educating the public about the Ocean Foundation, this festival will also be a major event to display original Guy Harvey artwork.
Great Chowder Debate St. Augustine, FL
At the Great Chowder debate, over 30 local restaurants compete every year to find the best Minorcan chowders and other seafood stews. This event takes
place in November at the Conch House Marina Resort. The local restaurants donate their chowder to help raise money for the Shrine Hospitals for Children. In addition, St. Augustine is a popular tourist destination, exposing both vacationers and locals to the Guy Harvey brand.
Isle of Eight Flags Shrimp Festival Fernandina Beach, FL
This event takes place in the Jacksonville area in May and celebrates the birthplace of the modern shrimping industry. Southern Living notes this event as one of the top ten seafood festivals. The festival includes food, music, fine art, crafts, antiques and a parade.
King of the Inlet Fishing Tournament Daytona, FL
The tournament is a series of three events that takes place in April, May and June. We believe the participants’
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passion for fishing will positively correlate with their interest in the Guy Harvey brand as well as the Ocean Foundation.
Old Island Days Art Festival Key West, FL
This nationally-recognized event attracts painters, sculptors, photographers and collage artists from across the country. The two-day event has been a tradition for the past 47 years. The event will take place in February along the historic streets of Key West. Guy Harvey’s artwork and merchandise will flourish at an event like this, due to the tropical atmosphere of the island.
Pensacola Seafood Festival Pensacola, FL
This event takes place during the month of September in Seville Square. The festival consists of 18 seafood vendors and over 180 arts and crafts vendors. There will be live musical performances, cooking demonstrations and a 5K run.
Seafood, Wine & Music Festival Panama City, FL
This festival takes place every year in mid-October, during Columbus Day weekend in Panama City Beach. It features local area wines, live music and various seafood dishes prepared by Panama City chefs. The event focuses on families, fun and entertainment. In addition, the event features over 75 local retail, antique and art vendors.
Visitors are provided with a true taste of the Panama City Beach Gulf coast.
Stone Crab and Seafood Festival Ft. Lauderdale, FL
This event takes place in January at the Riverside Hotel in Ft. Lauderdale. Local restaurants provide a variety of delicious stone crab dishes. The Stone Crab and Seafood Festival attracts both locals and vacationers, which will be ideal when promoting Guy Harvey’s Destination T-shirts.
Tampa Bay Seafood Festival Tampa, FL
Free admittance is offered to the public at this seafood and music-filled festival. The event takes place in March in downtown Tampa. All profits benefit the Friends of Tampa Recreation, specifically donated to their aquatic programs. We find that this charitable event will allow the Guy Harvey brand to successfully promote the Ocean Foundation.
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Nash & Partners recommends the use of guerilla marketing to create a unique and engaging display to generate buzz about the Guy Harvey brand. We have created a concept that transforms an everyday light pole on the street into a giant fishing pole. These displays will be set up in public places in the ten selected Florida cities. We plan for the light poles to capture the attention of our audience with thought-provoking imagination, thus creating a memorable brand experience.
Pursue Adventure
Light Pole
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Another form of guerrilla marketing that Nash & Partners plans to implement is 3-D chalk murals. Local chalk artists will be recruited to create these water-themed murals in areas of heavy foot traffic in metropolitan cities such as Miami, Florida. These murals will depict beach scenes, underwater coral reefs and marine life. People will be able to pose and take pictures with the murals and post them on social media websites. Each mural will display the Guy Harvey and Ocean Foundation logo. This kind of non-traditional advertising generates buzz with the fans and earned media in the industry.
Chalking
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Media PlanBudget Charts
Rationale
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Strategy
For the Guy Harvey media plan, Nash & Partners recommends a continuous flight plan that focuses on branding the Guy Harvey image. The target market is diverse and spread out across a large portion of the United States. However, Nash & Partners recommends a more focused media effort preliminarily.
To begin, the online presence of Guy Harvey must be streamlined and consolidated into a fully-branded, clear identity. This is a critical first step since through many advertisements, there will be call to actions that will drive consumers to Guy Harvey’s website. Using the media budget to update the online presence for Guy Harvey is essential.
The key mediums begin with guerilla marketing and outdoor advertising. Since our competitors have already saturated other mediums such as print, it provides us with an opportunity to cut through the clutter utilizing different vehicles. A limited media budget gives us the opportunity to explore unconventional and creative options in these mediums. However, we will not abandon print entirely. The Guy Harvey brand has its own publication that we could take advantage of. Advertising space could also be traded with a popular publication such as Southern Living, benefitting both magazines.
One conventional use of outdoor would be billboards in our top Direct Marketing Area locations spanning ten cities. Jacksonville, Tampa, Ft. Myers, Miami, Panama City, Key West, Pensacola,
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Make an impression.
Daytona Beach, St. Augustine and Ft. Lauderdale are all strategic locations with high populations and are in close proximity to the ocean and beaches. A more guerrilla-focused tactic would be our creative idea of using light poles along heavy-traffic roads. These light poles would be depicted as fishing poles reeling in various fish, such as a marlin. These will be placed alongside main roads leading toward public relations events. Combining our public relations presence alongside these outdoor mediums will keep the Guy Harvey brand in consumers’ minds.
Another tactic to achieve earned media is 3-D chalking. The chalk murals would be one of Guy Harvey’s iconic pieces of art that when viewed at the right angle, gives the image a multi-dimensional appearance. This art would be displayed in large, metropolitan areas with plenty of foot traffic, but the goal is to gain earned media and spark conversation about the Guy Harvey brand and Ocean Foundation in the media.
The outdoor efforts offer a trickle-down effect with consumers in other states. Since Florida is one of the top tourism destinations during the summer months, using outdoor mediums during this time will allow not just Florida consumers, but visitors from other states to experience them as well. Since Alabama and Georgia are two of the highest drive states to Florida, this allows the media to go farther in reach versus other times of the year.
The interactive component is a critical one. Although our recommendation
is focused more around updating and streamlining the online medium, we also recommend an investment in an interactive mobile application that can be used on smartphones. Mobile is one of the fastest growing mediums and our competitors’ lack of presence gives an opportunity for us to easily break through this media. The application will also allow the user to jump onto the new and interactive site, which would satisfy one of our main objectives of having consumers experience the redesigned Guy Harvey website. We also recommend a one-time larger online media buy for Pandora Radio. Internet radio has become increasingly popular and the medium indexes the highest with our target markets. Using audio and banner ads, it gives an interactive experience that can lead the user to the new and improved Guy Harvey website.
Challenges
The Guy Harvey brand has employed very little advertising in the past, so a branding campaign must be built from the ground up. The only perceptions people have of the Guy Harvey brand are the products and the consumers who own them. Although this could potentially be a strength, launching a branding campaign to change consumers’ perceptions on the Guy Harvey brand takes a much heavier media budget than what is allotted. Also, given the broad target market, using magazines would have been an ideal starting point as a medium, however, magazines are already saturated with the competition and too large of an investment.
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Objectives
A branding campaign is measured not by numbers but by changed perceptions. The objective of this campaign is to focus the position of the Guy Harvey brand in consumers’ minds into a consistent image of Home, Salty, Adventure and Social. With Florida being the primary DMA, our plan is to obtain the farthest possible reach in state, with a population of 11,430,000 people between the ages of 18 to 65-year-olds. Including summer travelers to Florida with a 20% reach objective in this large group, a collective 3 million people will be advertised to.
Rationale Outdoor
• Offers large amount of exposure• Potential for earned media with unconventional ideas• Has a captured audience• High frequency, which is critical in a branding campaign• Communicates without intrusiveness
Online/Mobile
• Allows for cohesiveness and completeness of a campaign• Can drive users to point of purchase websites
Media Plan
• Gives consumers an easy alternative to purchasing products• Target markets are already heavily into the medium• Pandora offers 1.66 million impressions with a banner ad, audio ad and banner ad follow up. Fully interactive experience and can drive traffic to the Guy Harvey website
• Coupled with partner cooperation offers free advertising • Highly targeted medium• Offers an ideal solution for branding objectives• Traditional pass-along medium along with longevity
Social Media
• Creates discussion and interaction with consumers• Gives consumers the ability to identify with the brand on a personal level, as well as share the experience with friends• Social media is the number one rated online experience for the target market• Highly measurable medium with conversations and page interactions part of built-in analytics
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No one counts the number of ads you run; they just remember the impressions you make.
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Campaign Evaluation
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Measuring the effectiveness and reach of our campaign will be centered on the analytics and traffic being driven to the Guy Harvey website and social media sites. These evaluation methods have proven to be reliable and effective in displaying a brand’s online presence.
Google offers analytics to track the amount of traffic a website receives. Using this tool is an effective way of seeing how and where people are accessing a website. This is an effective way to see whether people are visiting the Guy Harvey website from a search engine such as Google, or coming from another source like social media. The Pandora Radio buy can be tracked during its flight, with click thru and bounce rates measured. These numbers can show whether the incoming website traffic is qualified. The mobile
application downloads, as well as traffic generated to the website from mobile devices should be observed. Using this information can give the Guy Harvey brand an edge as to where people are interacting with its website.
The Guy Harvey brand can track the success of their social media platforms in a variety of ways. With the power of Facebook analytics, relevant data can be collected to measure the medium’s effectiveness. Data can include weekly total reach and frequency, as well as fan demographics such as gender, age and location. Another way to track the target audience is through Twitter. Using custom hashtags, the Guy Harvey brand can track all retweets and mentions of the hashtag, as well as read what consumers are saying about the Guy Harvey brand. In addition
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to Twitter and Facebook, YouTube is a wide-open forum for comments and discussion on specific videos. By monitoring the conversation consumers are having, the Guy Harvey brand can better understand its target market, as well as tabulate the amount of page-views and comments. Finally, Pinterest is the newest way to track consumers’ interests. One way this can be measured is by uploading an item for purchase onto the Guy Harvey brand Pinterest and tracking the sales of the product that follow.
In order to track the effectiveness of the Bacardi Co-op, inventory records will be evaluated. If successful, the special-edition Guy Harvey rum could be sold over an extended period of time, as well as in more locations.
The success of the Destination T-shirts can also be measured by analyzing inventory data. As with the rum, if successful, the Guy Harvey brand can further expand these T-shirts to cover other cities within the Sun Belt. These Destination T-shirts can also eventually
be sold in other geographic regions outside of the Sun Belt. Nash & Partners will determine the success of the public relations booths by calculating the number of flyers distributed. In addition, an estimation of the visitors who interact with the booth will be tabulated.
A large portion of the advertising is, however, through mediums outside of online advertising. Measurement can be difficult, but some factors can be taken into account. Overall ROI should be heavily monitored, as this is one of the most important aspects of a campaign. Impressions earned from the outdoor mediums can be tracked by the media carrier to show the reach the ads received during their flight plan.
A branding campaign, unlike promotions and sweepstakes, is measured in the changed perceptions of consumers’ minds. It is difficult to measure a mindset, but overall ROI, awareness and online traffic should be the focal points of the campaign measurement.
Results are not justthe bottom line, but perceptions changed.
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Additional Recommendations
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P.S.
Additional Recommendations
The campaign that we have created is meant to begin as a beta test. Many of the marketing efforts in this campaign are local to Florida in order to test the success of these new strategies in the state of the Guy Harvey headquarters. Florida also serves as the perfect backdrop to your lifestyle brand. If successful, the Pursue Adventure campaign can be further extended to the rest of the Sun Belt.
Once the branding campaign has been spread across the rest of the Sun Belt, Nash & Partners recommends that the Guy Harvey brand should change its communication strategy and objectives. Focusing on promotions, consumers can experience the benefits of being a loyal consumer. Offering up online sales promotions for the general public can increase first-time trial of Guy
Harvey products, and possibly gain new customers. For loyal consumers, a Guy Harvey “Insiders” program could be created. This program would allow loyal consumers of the Guy Harvey store or website to get special deals and promotions. This will benefit the brand by strengthening consumer loyalty as well as increasing sales from the online store.
Nash & Partners recommends that the Guy Harvey brand extend its product line even further. We believe a cookbook for recipes and cocktails would be very popular within the target market, and would go hand-in-hand with the new Pinterest page. In addition to our proposed co-op with Bacardi for a custom label, we also suggest creating a line of Guy Harvey alcohol such as gin, or alcohol mixers such as a mojito
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mix, as competitors have successfully done before. After the launch of the Destination T-shirts within the state of Florida, Nash & Partners suggests an extension to other highly visited cities in the Sun Belt. These may include New Orleans, Louisiana, Savannah, Georgia, Hilton Head, South Carolina or Phoenix, Arizona.
Next, Nash & Partners recommends creating a viral social media contest. This would actively connect consumers with the brand’s official social media websites, increase awareness of the Guy Harvey Ocean Foundation and generate revenue that would directly benefit the foundation. The contest would serve as an extension of the proposed Destination T-shirt product line. To enter, contestants would have to first “like” the official Guy Harvey Facebook page. They would then create a customized T-shirt design highlighting their hometown and upload a picture of it to the Facebook page. After the submission round ends, a special photo album of every competing design would
be published on the Facebook page, and fans would be able to cast their votes by commenting on the picture of their favorite design. Users would be able to invite their network of friends to participate by sharing a link through their personal Facebook, Twitter and Pinterest pages. After the voting round ends, Guy Harvey would then create the actual T-shirt and make it available for purchase, with 100% of proceeds going back to the Guy Harvey Ocean Foundation. Harvey would also attend a meet-and-greet held in the winning town where people could purchase merchandise, take pictures and have Guy Harvey sign their T-shirt.
Displaying to the world what a great showman and person Guy Harvey is will help strengthen the brand in the mainstream media. Having a strong media presence leads to brand recognition and ultimately, increased sales. This can be done through a variety of outlets.
The best way topredict the futureis to create it.
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Conclusion
Thank you.Dear Guy Harvey Team,
We at Nash & Partners would like to thank you for giving us this exciting opportunity. This campaign has been a part of our daily lives ever since you met with us in January and has been inspiring to say the least. Working on this real world assignment has given us a great perspective into the advertising industry. We now feel more prepared and confident to enter this business as we near graduation.
Creating this campaign was not just an assignment for us. Nash & Partners took every component to heart, and stands behind the ideas presented in this book. We hope that you enjoy our thoughts as much as we enjoyed creating them. It was an honor to work for such a prominent company and charitable cause. Best of luck in the future, we will always remember this experience.
Sincerely,
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Appendix
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Appendix
“The 47th Annual Old Island Days Art Festival Feb 25-26, 2012.” Key West Craft Show. Web. 07 Apr. 2012. <http://www.keywestartcenter.com/festival.html>. “Blake Mycoskie.” The Huffington Post. TheHuffingtonPost.com. Web. 07 Apr. 2012. <http://www.huffingtonpost.com/blake-mycoskie>.
“Caloosa Catch & Release.” Fort Myer’s Florida Weekly. Web. 07 Apr. 2012. <http:/// fortmyers.floridaweekly.com/node/108585>.
“Conch House Chowder Debate Coming Sunday.” StAugustine.com. The St. Augustine Record, 05 Nov. 2011. Web. 07 Apr. 2012. <http://staugustine.com/ news/local-news/2011-11-05/conch-house-chowder-debate-coming-sunday>.
“Daytona Fishing Tournaments.” Florida East Coast Offshore Fishing. Web. 07 Apr. 2012. <http://www.islandspiritfishing.com/Daytona-Fishing- Tournaments-6-7255.html>. “Festival Guide.” CGAF. Coconut Grove Arts Festival. Web. 07 Apr. 2012. <http://new.cgaf.com/festivalguide.php>. “Frequently Asked Questions.” TOMS.com. Web. 07 Apr. 2012. <http://www. toms.com/faq/>.
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Gil, Paul. “The Best Internet Radio Stations of 2012.” About.com. The New York Times Company, Apr. 2012. Web. 07 Apr. 2012. <http://netforbeginners.about.com/od/ multimedia/tp/The-Best-Internet-Radio-Stations.htm>.
Henry, Alan. “YouTube Hits 3 Billion Views per Day, 48 Hours of Video Uploaded per Minute.” Geek.com. Tech Products & Geek News, 26 May 2011. Web. 07 Apr. 2012. <http://www.geek.com/articles/news/youtube-hits-3-billion-views-per- day-48-hours-of-video-uploaded-per-minute-20110526/>.
”Guy Harvey, Inc. Report: Industry Information.” Hoover’s Online. Web. 01 Apr. 2012. <http:// www.hoovers.com/>.
“Toms Shoes, Inc. Report: Industry Information.” Hoover’s Online. Web. 01 Apr. 2012. <http://www.hoovers.com/>. ”Clothing Retail: Overview.” Hoover’s Online. Web. 01 Apr. 2012. <http://www. hoovers.com/>.
“Jimmy Buffet’s Margaritaville Report: Company Overview.” Hoover’s Online. Web. 01 Apr. 2012. <http://www.hoovers.com/>.
“Isle of Eight Flags Shrimp Festival.” Isle of Eight Flags Shrimp Festival. Web. 07 Apr. 2012. <http://www.shrimpfestival.com/>.
“Jimmy Buffett’s Margaritaville.” Jimmy Buffett’sMargaritaville. Web. 07 Apr. 2012. <http://www.margaritaville.com/>. “Apparel Retail in the United States, February 2012.” MarketLine Industry Report. Web. 22 Mar. 2012. <http://www. MarketLineInfo.com>.
Millburg, Steve. “Top 10 Seafood Festivals.” Coastal Living. Mar. 2007. Web. 07 Apr. 2012. <http://www.coastalliving.com/travel/top-10/top-10-seafood-festivals- 00400000000424/>.
“Mintel Reports: Social Networking in the US: Overview, August 2011.” Mintel Reports. 22 Mar. 2012. <http://www.mintel.com.>
“Marketing to Millennials in the US: Overview, March 2010.” Mintel Reports Web. 22 Mar. 2012 <http://www.mintel.com.>
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“Pinterest.” Pinterest. Web. 7 Apr. 2012. <http://pinterest.com/about>.
“The (RED) Manifesto.” Designed to Help Eliminate AIDS. PRODUCT (RED). Web. 07 Apr. 2012. <http://www.joinred.com/aboutred>.
Shoemaker, Anne M. “Oxford Industries Reports First Quarter Results.” Oxford Industries, 7 June 2011. Web. 7 Apr. 2012. <http://www.oxfordinc.com/NR2011/PR_06072011.pdf>.
“Panama City Beach Tourism Board.” Seafood, Wine & Music Festival. Web. 07 Apr. 2012. <http://www.panamacitybeachfest.com/>.
“Tampa Bay Seafood.” Tampa Bay Seafood Festival. Web. 7 Apr. 2012. <http://www. tampabayseafoodfestival.com/ index.html>.
“TrendSpotting.” AbouTourism. 4 Feb. 2011. Web. 07 Apr. 2012. <http:// aboutourism.wordpress.com/trendspotting-2012/>.
“U.S. Travel Forecasts.” Forecast Summary. U.S. Travel Association, 1 Nov. 2011. Web. 7 Apr. 2012. <http://www.ustravel.org/sites/default/files/page/2009/09/ForecastSummary. pdf>.
Woolfenden, Tricia. “Stone Crab and Seafood Festival Is Saturday in Fort Lauderdale.” - Broward/Palm Beach Restaurants and Dining. 25 Jan. 2012. Web. 07 Apr. 2012. <http://blogs.browardpalmbeach.com/cleanplatecharlie/2012/01/ fort_lauderdale_stone_crab_and_seafood_festival.php>.
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Pre-Screener
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Nash & PartnersPre-Screener
We are students who attend the University of Florida, and we are looking for students to participate in a focus group that will last for approximately an hour. Before we conduct our focus group, we need additional information from you.
Name: ______________________________________
1. Are you a student at UF? _____ Yes _____No2. Are you 18 to 49 years old? _____ Yes _____No3. What is your gender? _____ Male _____Female4. Where is your hometown?5. Where do you currently live?6. Which of the following social media sites do you frequent? Circle all that apply.Facebook, Tumblr, Pinterest, Twitter, Foursquare, LinkedIn, YouTube, Google+, Flickr, Other:_________7. How many hours do you spend on social media sites per day? Circle your answer.0-1, 1-2, 2-3, 3-4, 4-5, 5+8. Which of the following activities do you participate in? Rank your top three._____Sports_____Outdoor Activities (camping, water sports...)_____Travel_____Arts and Culture_____Gaming_____Fitness_____Cooking_____Fashion_____Nightlife_____Other: __________________9. Do you feel comfortable being recorded during the focus group session? __ Yes __No
Our focus group session will take place on Wednesday, February 8th at 8:00 p.m. at the Delta Zeta house. If your schedule allows you to participate in our focus group session, please fill out the following.
Phone #: (____)______-_________Email Address: __________________________________
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Consent Form
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Nash & Partners Consent Form
Purpose of this Study:The purpose of this study is to gain insight into the knowledge, opinions and buying habits of people aged 18 to 30 in regards to cause-related brands, products and organizations. We will also be evaluating their social media habits.
Expectations of Study Participants:Those who choose to participate in this study will be asked to participate in an online survey to discuss various aspects of their lifestyle as well as their opinions and knowledge of online shopping. The survey will consist of 20 questions, and will take an average of 10 minutes to complete.
Potential Risks:There are no potential risks, health or stress related, involved in this study. If any participant feels uncomfortable during any time throughout the study, the participant is free to end the session with no penalty, no questions asked.
Compensation & Benefits:This study does not provide its participants with monetary compensation. Snacks and refreshments will be provided for all participants. Involvement is completely voluntary.
Confidentiality:All information collected during the survey will be available to Nash & Partners as well as our client. No statement made during the session will be linked to an individual participant. Participants are free to withdraw at any time during the survey for any reason.
Questions/Contact Information:If you have any questions or comments regarding the survey or focus group interview, contact Professor David Wilson in the Advertising Department of the University of Florida. You may contact him by email at [email protected]. Our agency can be reached at [email protected].
Agreement:I have read and understand all of the above information and agree to participate in the survey. I understand that my participation is completely voluntary, and I have received a copy of this information.
Signature: ___________________________________ Date: _____________
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Online Survey
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