campaign proposal

Intrepid Advertising.......................................................6Introduction to Problem................................................8Executive Summary.......................................................9 Objective Target Audience Strategy BudgetThe Brief........................................................................10Situation Analysis.........................................................12Customer Profile...........................................................14West Marine Highlights................................................16Competition...................................................................18 Competitive Overview Key Problems & OpportunitiesBrand Essence..............................................................20 Value Proposition Brand IdentityTarget...........................................................................22 Target Audience Target PersonaStrategy Overview........................................................24 The Big Idea Digital Advertising Marketing Mix Campaign & BYOB Advertising BYOB Twitter Contest Campaign Timeline City Tours & LocationsFinal Summary.............................................................30

TABLE OFCONTENTS

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Intrepid is characterized by resolute fearlessness, fortitude, and endurance. WE are ad-venturous in the choices we make with endless possibilities. WE are not scared of the challenges given to us. WE will exceed the expectations of those who’ve doubted us.

WE ARE INTREPID.

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For over 35 years, West Marine has been a staple in the

outdoor sports world, but in recent times has been treading

water. West Marine is known for their wide variety of outdoor

sports equipment available at their stores, but they have yet

to bring the product to the modern age. West Marine has

struggled to adapt to the technological age which is evident

with their lack of social media presence. Another big issue

with many customers, has been the fact that West Marine’s

prices are simply too high.

THE PROBLEMOBJECTIVE

To increase awareness of West Marine to the public eye and come up with a campaign to get the adventurers more interest-ed in purchasing West Marine products.

TARGET AUDIENCE

“The Adventurers,” people who love the outdoors and the thrill of outdoor sports. Ages 35-50.

STRATEGY

Our strategy is to come up with a campaign that gets the ad-venturers involved in sharing what they have experienced. This will always be unique because no two moments are ever the same. We will reach the target audience through social media, the West Marine website, and through our campaign.

BUDGET

$50,000 USD

EXECUTIVE SUMMARY

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BRIEF West Marine must look to broaden their customer base by in-

cluding a younger, more diverse target demographic, in order to cater

to a larger variety of potential customers. In particular, women, like men,

actively participate in water activities. Women are poorly represented in

West Marine’s target demographic.

West Marine can reach a younger demographic by utilizing social media

to their advantage by creating a brand story that can be broadcasted

over social media and will resonate with the younger target customer.

Social media is cost effective in regard to reaching a large audience,

while also catering to a younger demographic.

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SITUATIONALANALYSIS

• Direct to Consumer means catalog, internet or call transactions

• West Marine said net revenues for 3Q 2013 were $193.4 million, which is an increase of %0.07 compared to their 3Q 2012 net revenues

• During 3Q 2013, West Marine opened up three flagship stores

• The company is debt free, but is still not making enough money after opening three new stores

• 3 key strategies: ecommerce, merchandise expansion, and store optimization • The biggest situation is that West Marine has opened three new stores, and sales have only gone up by 0.07 percent • West Marine’s main competitive advantage is that they sell supplies for boats and are in some of the greatest locations across America • Customerprofile:TheAdventurer,TheCaptain,The Admiral (we know what this means, and what these demographics are)

Segment Details

2012 Revenue Breakdown 2012 Contribution Breakdown

Direct-to-ConsumerPort Supply

Stores Stores

Direct-to-Consumer

West Marine said that their 3Q 2013 net revenues were $193.4 million, which is only a 0.07% percent increase compared to their 3Q 2012 net revenues. This faint increasesignifiesthatWestMarineistreadingwaterandhasnotbeenabletoin-crease revenues rapidly over the years. The biggest problematic situation is that West Marie has opened three new stores, and sales have only gone up by 0.07 percent. West Marine’s main competitive advantage is that they sell supplies for boats and are in some of the greatest locations, and we are going to use that to our

advantage in coming up with this campaign.

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CUSTOMERThe Admiral

• Ages 55-65

• Predominantly male Minimal to no Social Media activity

The Captain

• Ages 40-54

• Predominantly male

• Accounts for most of the West Marine Trackable Sales

• Engages with others through Facebook and Linkedin

The Adventurer

• Ages 35-50

• 50% male, 50% female

• Accounts for less than 1% of West Marine’s Trackable Sales

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HIGHLIGHTSCOMPANY

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COMPETITIVE OVERVIEW West Marine positions itself to, “own the water”, because they provide customers everything they would need to be on the water, as well as conve-nience. Over the past 10 years, sales for West Marine havebeenflatandprofitshavebeendecreasingdueto the age of the customers increasing. Competition has been tight for West Marine and the customers as well. West Marine competes with many retailers and online merchants. The four main competitors for West Marine are:

1. Bass Pro Shops2. Amazon.com3. REI4. Cabela’s

COMPETITIONWe have come up with a plan to push West Marine in front of these other competitors in the eyes of all consumers, especially “the adventurers.” After researching all four competitors we found some of their strengths and so that we can build up the strengths of West Marine, and found some of their weaknesses so that we can learn from them.

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VERSATILE

West Marine is the leading provider for all things water and outdoor recreation. Jack-of-all-trades in regard to outdoor product.

PIONEER

Heritage, longevity, established 1968. Brought the boating/aquatic supplies to an accessible level for all consumers.

BRAND ESSENCEVERSATILE PIONEER

VALUE PROPOSITION

“Our Mission is to be the best supplier of boating-related products and services that provide outstanding value to every customer. We are committed to providing the best possible customer experience, so that each and every customer regards us as an outstanding company and rewards us with their business” (West Marine Mission Statement).

These first two lines from West Marine’s Mission Statement clearly explain how they want to be perceived by customers and how they want to treat each and every customer.

BRAND IDENTITY

“Customer’s journey starts with a passion for life on the Water” (West Marine Future State). West Marine has always been known for selling boats and boating supplies, but they want to be known for much more. West Marine wants to appeal to a broader customer base, especially to those of a younger age.West Marine would like to be perceived as the number one company for water sports and water gear, essentially “owning the water.”

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TARGET AUDIENCE

Adventurer Ages 35-50

• The adventurer is an individual who is adventurous, fun, driven, and competitive.

• This target audience only counts for less than one percent of West Marine’s trackable sales.

• The adventurer looks for the latest gear and latest technology at a fairly cheaper price than that of the admiral or the captain.

TARGET PERSONAS

Because this target audience is at a younger age range, they are more capable and more likely to looking things up on the internet to match and find the cheapest prices. We have found that the Adventurers are a social commu-nity and like to share what they are doing through social media.

Whether it is surfing, kayaking, sailing, or boogie boarding, Adventurers do it for the thrill that something big might happen to or around them, and that no two moments are ever the same. The adventurer loves social media sites and anything to do with the internet, so that would be the most effective way to reach out to them.

TARGET

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STRATEGYoverviewOVERVIEWOur strategy combines the brand positioning with social media and PR events to increase brand awareness among the adventurers to connect with the target audience. The adventurer is very tech savvy and are actively on social media, so we will utilize this to our advantage.

THE BIG IDEA Our idea is to get the adventurers all together in one place so that they can share how they own the water. Because the adventurer loves to share their experiences and loves to share their experiences on social media sites, they will have the opportunity to show others what they can do at any one of the BYOB festivals. Through this campaign and these events, adventurers will be exposed to West Marine products and other adventurers alike. We will keep them interested in our campaign by having BYOB festivals and allowing them to post pictures for our Twitter Contest.

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Marketing Mix

- Products Appealing to the Adventurer o Apparel •Men •Women o Electronics & Navigation o Sailing o Fishing o Water sports

- Price o Prices vary from product to product

- Promotion o Campaign o Advertisements o PR Events

DIGITAL ADVERTISING

This is the most effective means of communicating West Marine products to the adventurer.

• Laptop and Tablet Display: Facebook (Standard display format. Vertical Rectangle 240400.)

• Video: YouTube (Pre-Roll in stream video. Approximately 15-30 seconds.)

• Mobile: Mobile Web Banner

CAMPAIGN TIMELINE

Our plan is to do heavy advertising for West Marine’s Seize the Mo-ment Campaign and BYOB Festivals throughout April. The BYOB Festivals will go hand in hand with our campaign, allowing each adventurer to seize the moment at hand. B.Y.O.B. = Bring Your Own Best/ “B”(Board, Bait, Buddy, Etc.)

BYOB Festival allows adventurers to connect with like adventurers. Adventurers will escape to the exciting sounds of live music, adventurous waters, and seizing the moments under the sun!

CITY TOUR DATES & LOCATIONS

(Seize the Moment Campaign)May - San Diego, CAJune - Lake Michigan (Milwaukee)July - Miami, FL

strategy overview

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CAMPAIGN & BYOB ADVERTISING

• Printed advertisement will be distributed along with a digital version via West Marine stores or Seize the Moment website to advertise upcoming events. Giveaways and incentives will be used to continue and maintain a relationship with West Marine for those who participate. After the event has taken place all participants will be hit with an email blast.

• People who are interesting in the festival and choose to attend will be eligible to participate in the Twitter Contest

• Contest Details:

• Three grand prizes will be awarded to each BYOB Festival • First Place : GoPro 4 • Second Place : $ 100 Gift Card • Third place : $50 Gift Card • Subsequent awards will be awarded to random participants in the contest. • 22 Random winners : $25 Gift Card

BYOB TWITTER CONTEST

Adventurers enjoy sharing their moment unlike any other on all social media platforms. The twitter contest is to highlight adventurers and every moment they seize.

Adventurers have the opportunity to win prizes that are “#SeizeTheMoment” friendly (Example: Go Pro, West Marine Giftcards, West Marine Products, Potential prizes provided by potential sponsored)

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FINAL SUMMARY

Our plan is to get as many adventurers together to create a community between them through the Seize the Moment campaign. With this campaign they will be able to post all of their unique outdoor moments using social media. To get all of the adventurers together we have created BYOB Festival which will tour the United States in a Series of events so that they can bring their own experience!

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