Zekes Integrated Branding Comm. Plan

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Zeke’s Blue Marlin Showdown

BSNS 4550: Advanced Marketing Communications

2013 Zeke’s Landing Blue Marlin Tournament

Prepared For:

Anderson University – Professor Deidra Colvin

Zeke’s Landing – Thad Stewart

May 2, 1012

Prepared By:

Ignition Marketing Solutions:

Abby Armstrong, Matt Dougherty, Brittany Mitchell, Chris Peterson & Jack Young

Impressions Marketing:

Trent Bruce, Chris Mason, Jason Wiese & Addison Witt

(E) [email protected] (T) 269.930.0380

mailto:[email protected]

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Table of Contents

Team Philosophies 3

Executive Summary 3

Industry Background 5

Industry & Competitor Overview 5

Buyer Analysis 9

Marketing Goals 11

IMC Objectives and Strategies 11

Creative Recommendations 11

Sales Promotion Recommendations 14

Public Relations Recommendations 15

Direct Marketing Recommendations 15

Internet/Interactive Recommendations 16

Media Plan Recommendations 17

Campaign Flowchart 20

Sponsor Recommendations 21

Conclusion 23

References 24

Appendix 25



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Team Philosophies

Ignition Marketing Solutions

Mission Statement: “To spark genuine and effective results for every client, every time, through our

dedication to innovation, creativity and raw drive to be the strongest agency for our clients’ needs.”

Tag Line: “Igniting ideas into explosive results”

Impressions Marketing

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

Executive Summary

Major Target Audiences

Entrants:

o Males ages 25-55 with an average age of 42.5

o Live in the Southwest region of the U.S.

o Wealthy, high income with a median annual income of $245,000

o Average net worth of $2,400,000

o Annual average of days spent fishing: 84.4

o Average of 26 years fishing experience

o 28% own a second home

o 88% are or have been married

o 65% of entrants have children

o Interests include- SEC football, church affiliated, outdoor activities, water sports, beer,

tobacco, hunting, grilling and golf(Simons, 2009)

Potential Sponsors: Industries most compatible with the tournament should be targeted. Below

are some suggestions:

o Beverages (alcoholic and non-alcoholic)

Budweiser

Coca-Cola

o Apparel

Tommy Bahama

Sperry

Hataboi X

o Fishing Gear/Equipment

Yamaha Motors

Galati Yacht Sales

Viking Yacht

Bass Pro Shop

o Food

Cobalt

Shaggy’s

o Local- such as Kaiser Realty



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Time Period

Campaign to run during the Summer/Fall billfish season of 2012 to create awareness

Actual tournament will take place during the Summer of 2013

Campaign Objectives

Primary:

o Create and brand a WBS-qualifying tournament hosted by Zeke’s Landing

o Differentiate Zeke’s Landing and their tournament from the “cookie cutter” tournaments of

the Gulf Coast

Secondary:

o Drive business to and generate greater awareness of Zeke’s Landing and their

supporting businesses (restaurants, shops, etc.)

o Further Zeke’s reputation as a dominant marina in the Southwest

Campaign Theme/Slogan

Name: Zeke’s Blue Marlin Showdown presented by (sponsor to be determined)

Slogan: “How Big is Your Boat?”

Theme:

o Masculine

o Competitive

o Fantasy/Escape

o Festival-type atmosphere

Budget

Advertising Budget: $75,000

Additional costs to be covered by sponsorship agreements (therefore, budget will be determined

by ability to secure sponsors)

Media Summary

Target Market – Entrants

o Print

Magazine ads in nationally circulated publications

Newspaper ads in the local newspaper

o Social Media will use

Zeke’s Landing Facebook Page

Zeke’s Landing Twitter account

New website developed specifically for the tournament

o Direct Marketing

Direct Mail and Email

Booth displays at prior fishing tournaments frequented by our target market

Target Market – Spectators

o Promotional Materials

Novelty items such as koozies, beach balls, pens, bottle openers, etc.

Apparel: Hats, T-shirts, etc.

o Print Media

Magazine ads in nationally circulated publications



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Newspaper ads in the local newspaper

o Social Media will use

Zeke’s Landing Facebook Page

Zeke’s Landing Twitter account

New website developed specifically for the tournament

o Outdoor Media:

Billboards

Posters/Signage

Aerial

Industry Background

Assessed in terms of tournaments in the WBS fishing circuit

32 Tournaments overall

8 Tournaments in the Gulf Coast Division

Industry & Competitor Overview

Situation Analysis

Competing Tournaments (refer to the Competitive Landscape section for detailed information)

o Bay Point Billfish Tournament

o Blue Marlin Grand Championship

o Emerald Coast Blue Marlin Classic

o Mobile BGFC Memorial Day Tournament

o New Orleans Invitational Billfish Tournament

o Pensacola Billfish Tournament

o Sarasota Slam

Company Overview

o Largest charter fishing fleet in the Southwest

o Brand image is fun and exciting

o Superior service and availability

SWOT Analysis

Strengths:

o Established image in the Gulf

o Facilities (dry docks, stores, restaurants, gas, etc.)

o Majority market share for charter fishing

o Budweiser – internationally recognized brand

Either a monetary or beverage sponsorship would be beneficial to Zeke’s

Currently Budweiser has no sponsorships for sport fishing in Alabama, making

this an ideal market for Budweiser

o Strong relationship with local sponsors and community

Brett Robinson – well-known local realty company

Three Palms Vacation Rentals – high quality vacation/rental homes with the

same target market as the tournament; potential customers for both parties

Kaiser Realty – locally known for sponsoring local businesses that make an

impact on their community



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Weaknesses:

o Zeke’s has no current brand awareness in the tournament industry

o Lack of big tournament experience (No WBS affiliation)

o Limited docking space

o Recognized for tourism and charter fishing, not big time tournaments

o Dwindled B2B marketing in recent years

Opportunities:

o Build and strengthen relationships with industry-related brands

o Tournament legitimacy (become WBS qualified)

o Tournament validity (become a more recognized tournament on the Gulf)

o Tournament growth (more entries each tournament and more tournament variety)

o Differentiate between other tournaments

o Draw sponsor-brand loyal customers to Zeke’s

o Brand exposure for sponsors

o Foster/better relationships with local businesses by attracting potential customers for

them Zeke’s can align themselves via sponsorships with other established national

brands in the industry

o Sponsors stand to liven the tournament environment as concurrent events by sponsors

will generate additional non-tournament business at Zeke’s

Threats:

o Potential lack of sponsorship interest

o High competition in the charter fishing industry on the Gulf shore

o Blue Marlin Tournaments typically “cookie cutter” (little differentiation)

o BP oil spill may affect tournaments in the future

o Numerous substitute activities in the area

o Sponsors may bring increased competition for local businesses

o Lack of experience in hosting a large blue marlin (for-profit) tournament

o Small window of opportunity (e.g., several other tournaments competing during a

seasonal timeframe makes it difficult to find a weekend without competitive overlap)

o Potential for inclement weather

Competitive Landscape

Direct Competitors: WBS Qualifying Tournaments

Emerald Coast Blue Marlin Classic – Sandestin, Florida

The main selling points are a high cash prize, their location at the Sandestin Golf and Beach Resort,

special events that last all day, and sponsor exhibits. The main objective of their advertising message is

to promote the high cash prize and using its host, the Sandestin Resort. The Sandestin Resort is rated

among the best resorts on the Emerald Coast. They use their strong reputation and atmosphere of the

resort to promote the tournament. Emerald Coast Blue Marlin Classic is ranked as a Top 10 Big Money

Tournament in the world. It has established itself as the fastest growing tournament on the Gulf Coast in

Florida. It started in 2003 with 45 teams and over $300,000 cash awards. In 2011, there were 71 teams

with 352 anglers and over $1,400,000 in cash awards. Also, the host resort is the number one ranked

resort in the South. This tournament uses print, web and televised media to promote. Also, News

Channel 7 broadcast the weigh-ins live. (ECBC, 2012)



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New Orleans Invitational Billfish Tournament – New Orleans, Louisiana

The New Orleans Invitational Billfish Tournament is a private club tournament. A membership is required

to compete in this tournament. This tournament has been recognized as having one of the highest catch

and release ratios compared to similar clubs. They have received recognition by many conservation

circles for their collection of scientific data on billfish. The club has been established for 40 years. The

focus on their tournament is to create a fun and friendly environment.(NOBGFC, 2012)

2012 Mobile BGFC Memorial Day Tournament – Orange Beach, Alabama

This tournament’s main attraction is that it is the only WBS tournament in the Gulf region that is on

Memorial Day weekend. Many teams will have time off from work to compete in this tournament, which

gives them a strong advantage. This tournament is open for any entrants. However, there is a

membership application for those who want to receive extra perks. These perks range from no additional

charges for changes to additional discounts. Over the past two years, they have been part of a campaign

to raise money to expand their clubhouse and make some renovations. (MBGFC, 2012)

Blue Marlin Grand Championship of the Gulf – Orange Beach, Alabama

There is very little information on this tournament. We are assuming that it is relatively new or requires

membership. One key item to note is that this is not the Championship for the WBS. Its name can be

rather deceiving to those who are interested in the WBS Championship. (BMGC, 2012)

White Marlin Shootout – Pensacola, Florida

This is a four day tournament that includes music, games, gambling, and three days of fishing. Each night

has a different theme or attraction with a variety of food. Their primary advertising objective is providing a

fun and competitive fishing tournament. They show descriptive layouts for each day and the daily

festivities within their advertising. The design of the tournament flier plays off the name (shootout) by

having a pirate skull with a cowboy hat. Below that image are two six shooters and fishing reels. It

shows that this is a fun and laid back event, and using the word shootout adds to the competitiveness of

the tournament. This tournament has a few big sponsors like Pepsi, Miller Lite, local yacht clubs and a

casino. The choice in sponsors shows that there is a lot of money being spent during this tournament.

One of this tournament’s strengths is the look and feel they are working to achieve is consistent their

brand identity. (WMS, 2012)

Sarasota Slam – Sarasota, Florida

The Home Builders Association hosts this tournament. It has a classier feel compared to other WBS

qualifying tournaments. In the design of the logo and layout it shows that the fishing itself is the main

draw. They have parties in the evening and events sponsored by Budweiser. All of the events for this

tournament are hosted at Marina Jack hotel. This is interesting because all of the entries will be spending

a lot of time at Marina Jack and most likely staying at that hotel. They are hosting a Texas Hold’em night

with the grand prize being a four-day cruise for two people. Another thing that they are using to add to

their brand identity is partnering with a charity. The charity of choice is a program that helps soldiers

injured after the 9/11 tragedies. Having a charity like this adds to the culture of the tournament.

The Sarasota Slam uses a sponsorship packet to help persuade businesses to donate to the tournament.

The packet includes a schedule with the dates and times of events that are alluded to. After the schedule

is a formal welcome that sells the idea of being a sponsor and touches on of few benefits of donating. The

welcome also includes the contact information for the tournament director and the dock master. The next

page in the packet includes a list of tournament promotions options. The Sarasota Slam offers mass



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media, professional affiliations, editorial coverage and public relations, Internet exposure, merchandise

and on-site presence. The next three pages explain what each donation amount will entail for the

sponsor. Donations start at $10,000 and go all the way down to $100. Sponsors have the option to give a

donation that goes to the overall consumption of the tournament or to support an exclusive subject.

Exclusive sponsorships include dinner, official angler T-shirts and beverage cups. There is also an option

for website banner and logo ads. The last page offers a form for the business to fill out if they are

interested. The popularity of the Sarasota Slam is currently growing within the community of sport fishers.

This event has been taking place for ten years and has built strong relationships with its entrants and its

sponsors. The tournament gathered 68 sponsors with the presenting sponsor advanced auto design.

(SS, 2012)

Baypoint Billfish Tournament – Panama City, Florida

This tournament has been cancelled for the 2012 season. In 2010, the tournament was cancelled due to

the oil spill. The tournament has been around since 1984 and besides a couple of road bumps it has

been successful. In past tournaments, they have given hundreds of thousands of dollars in prizes.

Baypoint has live bands at night for entertainment for the entrants. They also have had “Miss Billfish”

bikini contests, which draw in a different crowd from other tournaments. The main reason the tournament

was cancelled this year is because of the high costs of fuel and lack of sponsorship. (BBIT, 2012)

Pensacola International Billfish Tournament – Pensacola, Florida

This tournament has been taking place for the past 40 years. It is located along the gulf coast. This

tournament allows their boats to leave from four different marinas: Mobile, Orange Beach, Pensacola and

Destin. These marinas are partnered with this tournament to allow the boats to leave and be stored there.

A point that stands out about this tournament is that there are three different tournaments based on age

and gender. There is a junior, ladies and international tournament, which are spaced out a few days

between each other. A way that this tournament is trying to stand out is by announcing that there will be

over $500,000 in cash prizes. The most unique factor is that it is a family attraction, not just something

for the men. Their website and Facebook page are a couple ways they are getting the word out about the

tournament. It is part of the Pensacola Big Game Fishing Club, which has a number of dedicated

fishermen who would serve as a good target market of influential people. (IGFA, 2012)

Indirect Competitors: Non-WBS tournaments

Gulf Coast Open – Sarasota, Florida

This second annual two day tournament in Sarasota, Florida is a charitable tournament that sends all

proceeds to the Make-A-Wish Foundation® of Central and Northern Florida. The goal for the tournament

is to raise enough money for at least two “wishes,” or roughly $14,000. To a wealthy target market, a

charitable event is something that may be appealing; winning a specific title rather than prize money and

giving back to the community. The Gulf Coast Open is comprised of two events (Big Pig Shoot-Out &

Contender Kingfish Jackpot) which appeals to a larger target market. The event lists 43 different rules

and regulations, which may poise as an issue with participants because not all are required of the WBS.

(GCO, 2012)

The Cajun Canyons Billfish Classic – Venice, Louisiana

Cypress Cove is hosting a relaxed style of tournament to their entrants by encouraging/enabling a party

oriented atmosphere by offering “hangover clinics” each morning and requiring the fishermen to tag and

release what they catch. Being located in Venice, Louisiana is a unique characteristic, potentially pulling



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entrants in from as far west as Texas. Cypress Cove Marina is an average facility in size when

comparing it to other Marinas on the Gulf Coast. (CCBC, 2012)

Mississippi Gulf Coast Billfish Classic – Biloxi, Mississippi

This Billfish Classic claims to be the “premier billfish tournament event in the entire Gulf of Mexico.”

Located in Biloxi, Mississippi, the Isle Casino Hotel facilitates a party mentality and offers a high-energy

gaming, gambling and entertainment atmosphere throughout the week. This year will be the 16th annual

Mississippi Gulf Coast Billfish Classic, proving that this is a popular tournament with a loyal following.

Last year there were 14 different generous cash prizes awarded, fluctuating all the way to $100,000. This

tournament offers an extensive lineup of secondary activities with four days prior to the tournament for the

participants to enjoy and relax before the tournament with multiple nightlife attractions and bands

performing during every night of the week. (MGCBC, 2012)

Orange Beach Billfish Classic – Orange Beach, Alabama

Is a non-profit fishing tournament, 100% of its proceeds to those organizations that represent the voice of

the sport fisherman.” This tournament was founded in 1997 so they have an established reputation and a

unique selling pointing being a non-profit. This tournament is also a release only billfish tournament.

OBBC is a World Billfish Series Event that takes place “at Orange Beach Marina, one of the nicest

marinas on the upper gulf coast in Orange Beach, Alabama. On the website testimonies can be found of

people’s personal experience with the tournament and their letters of endearment. Coast Conservation

Association—a grass roots conservation organization working in Alabama’s coastal areas to preserve,

conserve and enhance our saltwater recreational fishery, wrote letters to the Orange Beach city mayor

saying how pleased they have been with the OBBC’s donations and their overall mission. Each of these

sponsors can publicize the fact that they are supporting a non-profit group as well as the OBBC’s mission.

The OBBC has the opportunity to grow and reach out to sponsors who have an interest in helping non-

profits. A non-profit would help each sponsor promote his or her goodwill by giving to this tournament.

This tournament has no real weaknesses when it comes to sponsors. The general public would approve

of any and all gulf coast preservation. (OBBC, 2012)

Buyer Analysis

Primary Target Market Profile

o Males ages 25-55, average age of 42.5

o Lives in the Southeast region of the United States (Alabama, Arkansas, Florida, Georgia,

Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Virginia and West

Virginia)

o Wealthy businessmen/business owners

o Median income: $245,000

o Average net worth: $2,400,000

o Average days fishing per year: 84.4

o Average years fishing: 26

o 28% of entrants own a second home

o 88% of entrants have been married

o 65% of entrants have children (Simons, 2009)



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o Interests: SEC Football (Florida, Georgia, Kentucky, South Carolina, Tennessee, Vanderbilt,

Alabama, Arkansas, Auburn, LSU, Mississippi State, Mississippi, Texas A&M and Missouri),

church affiliation, outdoor activities including; other water sports, camping, hunting, ATVS, grilling,

and golf. Products: camouflage attire and accessories, beer, tobacco, Viking Yachts, Hatteras

Yachts, Cabo Yachts, Buddy Davis Yachts, Ocean Yacht, Coast Del Mar sunglasses, Pelagic

apparel, Guy Harvey apparel, Tommy Bahama apparel, Ocean Rider footwear, Sperry footwear,

Aftco rods and reels, Black Bart lures, Shimano rods and reels, Merlin lures and Wide Range

lures

o Magazines: Marlin Magazine, International Game Fish Association, Kayak Angler, ESPN, NFL

and NCAA Football

o Television: ESPN, Inside Sport fishing, The Sportsman Channel, Outdoor Channel, Discovery

Planet and The American Outdoorsmen For entrants, Blue Marlin tournaments are an experience

that allows them to get away from the routine of work, the worries in life and to escape from email

and phone calls. Entrants want an upscale environment around other wealthy people who hold

similar interests. Blue Marlin tournaments are fun events. Entrants want to have an enjoyable

time, not only during fishing but on shore as well. Catching Blue Marlin is a challenging task and

is considered one of the most prestigious catches. Entrants embrace the challenge of trying to

catch something twice their size. They receive a thrill from dominating over another entity.

Entrants are driven by the challenge, the thrill and the risk associated with competitive

tournament fishing.

Secondary Target Market Profile

o The local community holds many of the same characteristics as the primary target market. The

key difference is that they are less likely to be entrants. They will; however, be more likely to be

spectators at weigh-ins and award ceremonies. Their main reasons for attending will be

supporting a community event, an interest in blue marlins and fishing and engaging in the festive

activities.

o Because of the yachts that are used at Blue Marlin tournaments, family members have the

capability of staying with entrants throughout the tournament. Family members who attend will

have very similar interests as the primary target market. Family members will be there to support

those competing, participate with competing entrants and take a vacation similar to the entrant.

Buying Decision Process

The decision maker is the primary target market: males from 25-55 years old and located in the

Southeast region of the United States. Key influencers are family members, friends, business associates

and other entrants whom they have competed against in the past.

Decision-making behavior for this tournament is characterized by extended amount of problem solving,

meaning that a potential entrant must do a moderate amount of research in order to find out the details

about a specific tournament, such as location, price, reward and overall structure of the tournament. After

completion of the initial research, a potential entrant must solve the following issues before deciding

whether or not to enter the tournament:

o Days of availability

o Transportation to and from tournament

o Price/Cost of participation

o WBS qualification preference

o Access to a charter boat

o Substitute activities/other tournament



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

weekend to the event makes a high involvement decision. The high price tag of fishing tournaments;

however, may be irrelevant to many of the entrants due to their demographics, and many of the entrants

may fish multiple tournaments every summer, making the decision relatively low involvement.

The following are key factors that influence buyer behavior for this product:

o Price

o Prize/Reward

o Location

o Reputation of the tournament host

o WBS qualification

o Level of competition

Marketing Goals

Build rapport within the charter fishing community

Establish tournament brand and a foundation for future tournaments and events

Expose Zeke’s Landing and increase awareness among entrants and the fishing community

IMC Objectives and Strategies

In order for the Zeke’s Blue Marlin Showdown to stand apart from other World Billfish Series tournaments

on the Gulf Coast, the primary communication objective of this campaign is to establish the brand of

Zeke’s Blue Marlin Showdown. The message strategy is to establish a differentiated World Billfish Series

tournament that offers a unique environment and activities for the entrants to enjoy and also by creating a

buzz in the charter fish community on the Gulf Coast. The secondary objective is to build a preference for

Zeke’s amongst the entrants. The message strategy is oriented toward relationship building.

The business objective of this campaign is to gain sponsorships and generate traffic to Zeke’s Landing

Marina and restaurants as well as to profit from entrant’s fees. The message strategy is to build a

foundation for the tournament for years to come by offering a differentiated tournament to the WBS

community. This will draw a new customer base as well as attract previous customers and establish a

brand loyalty to the tournament.

In order to reach these marketing objectives, we suggest that a media campaign is implemented that is

targeting entrants and sponsors, and encourages spectators to become be a part of the event. This

campaign will promote the first annual Zeke’s Blue Marlin Showdown and will be the foundation for the

tournament in the future. We will communicate to entrants the uniqueness of this tournament through

emotional, sex and humor appeals. Potential sponsors will also be informed this great business

opportunity because of the specific demographic that is included with the target market for this

tournament. This campaign will be addressed in further detail in the media section of the report.

Creative Recommendations

Advertising objectives

Create awareness of the blue marlin tournament and its key areas of differentiation

Establish a brand that creates an emotional appeal with target market segments



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Message Strategy

The target markets are looking for a festive and competitive event. The entrants want to compete at the

highest level and be able to enjoy all aspects at sea and on shore. Spectators want to be entertained.

They want an environment that is celebratory and festive that brings excitement. Also, a factor of the

excitement of the weigh-in is based on how well the entrants compete. Entrants and spectator

participation will, in turn, attract potential sponsors.

Our message strategy will be emphasize that Zeke’s Blue Marlin Showdown will provide the highest level

of competiveness and provide an atmosphere that is festive for spectators and entrants.

Message Appeal

Emotional Appeal

o Pride: the feeling of pleasure from one’s own achievements

o Competitiveness: an aggressive willingness to compete

Sex Appeal

o Grabs attention of our target market

o Creates discussion

o Targets natural instincts and thus an incredible motivational factor, which is an attractive

attribute to break through clutter

Humor Appeal

o Tag Line: “How Big is Your Boat?” is sarcastic and humorous; a play on words (and it

appeals to the competitive nature of the sport)

Creative Executions

Tournament Name

o Zeke’s Blue Marlin Showdown emphasizes the Zeke’s brand and establishes the tournament

around a familiar name in the fishing community. A showdown is a confrontation or face-off.

It represents the competition between the entrants that will take place at sea and on land.

Logo Design (Appendix A)

o The logo has a similar look and feel as a family crest. It also gives the illusion of a ship

heading straight towards the viewer, breaking through the waves. In the middle, there are two

fishing poles attached to a blue marlin. The intention of this is to represent the showdown and

the competition between entrants. The color scheme reflects Zeke’s current scheme. A

space has been left for a title sponsor.

Tag Line

o “How Big is Your Boat?” connects with the competitive nature of the entrants as well as their

sense of pride. Each entrant wants to be the best competitor they can be and this statement

reflects that attitude. Second, it contains a sexual innuendo that will appeal to our male

target market. This is a calculated risk, but it will stir conversation and attract attention and it

is appropriate for the target market.

Print Ads (Appendix B)

o Print ads will target entrants. They will include the logo, tagline, what to expect, registration

and dates. Each will highlight the two focuses of the event; competition and party. The intent

is to make the logo a key focal point to establish a brand image.

Tournament Booth Design

o The tournament booth will consist of three banners; one on the table booth and two vertical

banners.



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Promotional Giveaways (Appendix C)

o These items may include koozies, beach balls, bottle openers, lanyards, etc. The intent is to

created buzz in the community, as well as, be a reminder to the entrants of the tournament.

They will include the tournament logo and “How Big Is Your Boat?” theme.

Outdoor Campaign (Appendix D)

o Billboards are intended to reach spectators. They will have the similar feel as the print ads

but include more info on big events such as the weigh-in.

Guerilla Marketing- (Appendix E)

o Table Tents placed at local restaurants

o Door Hangers placed at local hotels

All guerilla marketing will include the logo, tagline, and the date. Sponsors will have

the option of including their logos on selected materials. These will be used as quick

reminders of the upcoming event. A website will be included for those who want

more information or to register.

Mock/Suggested Schedule for Entrants and Spectators

Wednesday Evening

When the entrants arrive, they will be asked to meet in the respected check-in area. Afterwards, there will

be a mandatory captain’s only meeting to make sure each boat is on the same page for what is in store

throughout the tournament at sea as well as on land. All of the entrants will be heavily informed prior to

registration and the captain’s meeting, but will be reminded on the many things that will be going on that

each crew may participate in. Wednesday night is primarily to get the entrants mentally prepared with

information and also give them time to prep their boats for the tournament.

Thursday and Friday Morning/Afternoon at Zeke’s

Thursday and Friday mornings and afternoons on the marina will consist of many different exciting

activities to keep spectators at the event and to make sure they have a great experience that will help

Zeke's Landing earn a good reputation in the community. The activities will be open from 9am until 6pm

on the marina, and will be free admission to all. Simple activities or sights for the spectators include

sponsor booths with promotional materials to look at, a giant marlin hanging up for anyone to take

pictures beside (possibly for a small fee) and a wooden statue of a marlin on a hook and a fisherman with

his head cut out so that spectators can stick their head in its place for a fun picture.

Specifically for children, there will be a small tank filled with tiny fish for junior catch-and-release fishing.

A small fee can be charged for this activity. If a child catches a fish they can receive Zeke's merchandise

such as a hat, T-shirt, or pin, etc. for extra promotion.

Wednesday Thursday Friday Saturday

6:00a.m. Fishing/Marina

Activities

Fishing/Marina

Activities

Noon Fishing/Marina

Activities

Fishing/Marina

Activities

Awards Ceremony

Departure

6:00p.m. Registration/

Captains Meeting

Weigh-in Weigh-in

8:00p.m. Casino Night Live Band



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One activity geared toward adults could be tours of a handful of yachts. Zeke's could possibly offer one

for free and charge a small fee for tours of larger yachts. Another option for adults is a farthest cast

competition. This could either be into the water or on a long surface safe from the crowd so it is easier to

measure. A small fee could be charged and prizes that promote Zeke's would be beneficial, such as T-

shirts, hats or pins.

For food options, both of Zeke's restaurants should be open because of the traffic during both the lunch

and early dinner hour. Local vendors may also rent out a booth space to sell their food at the marina.

Thursday and Friday Evening (Weigh-in)

When the boats return from a long day of fishing, they will return to a marina alive with spectators and

people eager to see what was caught. As the dusk approaches Gulf Shores, each boat with display their

catches to the spectators at the weigh-in station with popular booths and tents surrounding the main

stage creating an exciting environment for the fishermen to display catch.

Thursday Night (Casino Night)

Thursday night, the marina will be closed to regular spectators and be turned into a casino atmosphere

where the entrants can enjoy good food, beverages and gambling with their tournament competition. The

casino tent/area will be staffed with outgoing individuals (preferably women) that can give an exclusive

event feel to the marina, making it unique to charter fishing tournaments. The casino will consist of one

roulette table, four blackjack tables, two Texas Hold’em tables, and multiple drink booths where entrants

can relax with a cold beverage and enjoy good food. Providing the entrants a casino atmosphere will be a

good way for them to escape the long day of fishing before they have to go out and fish another long day

in the morning.

Friday Night (Live Band)

The final night after weigh-ins, Zeke’s Landing will host a live band for entrants and spectators to enjoy.

The targeted band will be musicians similar to Jimmy Buffet or a band of the genre/feel. Having a concert

on or next to the marina will be a good way for the entrants to celebrate their long weekend of fishing with

a final celebration. Allowing spectators to be in the audience of the band as well will make for an

extravagant event as well. Keeping the booths and stands open until or during the concert is also a good

idea to provide food and beverage to complement Zeke’s Landing restaurants.

Saturday Morning (Ceremony and Departure)

Saturday will conclude the tournament with the first, second and third place boats receiving a trophy and

cash prizes. All entrants will also receive a Captain’s bucket with an assortment of gifts from sponsors as

well as a thank you from Zeke’s Landing.

Sales Promotion Recommendations

Entrants

Loyalty Program

In an effort to gain loyalty to Zeke’s Landing and to keep entrants coming back, Zeke’s Landing should

encourage entrants to gain membership to Zeke’s marina. Doing so will give entrants multiple incentives

such as (but not limited to) reduced entrant fee for the Blue Marlin Showdown, coupons or discounted



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meal tickets and access to membership only areas and services. This will also help Zeke to establish an

overall database for future Zeke’s Landing tournaments.

Pre-Registration

Entrants who pre-register for the event before certain dates will receive a discounted entry fee as well as

special Zeke’s Landing/Blue Marlin Showdown promotional materials such as a free Zeke’s Landing T-

shirt, ball cap, keychain, bottle opener, etc. Entrants should be able to pre-register on the Zeke’s Landing

website as well as at any booths set up at tournament locations.

Winner Incentive

To further create incentive and to help stir a competitive atmosphere, the winner of the previous Blue

Marlin Showdown will not only be offered a monetary award but will also be eligible to compete in another

Zeke’s Landing tournament with their entry fee waved.

Spectators

Since there are no entry fees for spectators we recommend attracting Orange Beach residents to the

event by offering discount slips on meals at local eateries being showcased at Zeke’s landing. These will

also be available through local newspaper deals.

Public Relations Recommendations

Objectives

Build better community relations among the residents in Orange Beach. Zeke’s Landing should make

sure that the residents feel like they are an important part of the event and that they are welcome and

included.

Strategy

Sponsor a community contest promoting the tournament that community members and area visitors are

eligible to win. Promote to entrants a “Taste of Orange Beach” allowing local restaurants to increase their revenue.

Allow specific and popular local causes to have a free booth at tournament that will allow viewers and

entrants to donate to (education, United Way, etc.)

Media

Press releases should be submitted to all local media, such as local radio stations, newspapers and

television stations to cover the tournament and especially newsworthy events, such as the weigh-in.

Inviting local media and providing them the opportunity to report on a local event that has an effect on the

Orange Beach community is a community-building effort. One of the events that will be focused on in the

press release will be the weigh-in. The weigh-in will give the media the chance to interview with the

fishermen during the weigh-in and get their feedback about the event and community.

Direct Marketing Recommendations

Using an existing database and mailing list, Zeke’s should conduct an e-mail and direct mail campaign to

promote awareness and encourage current and past Zeke’s Landing customers to compete in the

upcoming Blue Marlin Showdown. Zeke’s should also take advantage of mailing lists provided by the

WBS. The budget for this recommendation will be $3,500. The direct mail campaign should consist of

two tiers:



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Tier One: Start about 6 months prior to the start of the tournament and include full color 4x6

postcards that include the tournament name, dates, location, entry fee, brand, and a catchy slogan.

This first mail burst’s primary objective is to create awareness of the Blue Marlin Showdown to Zeke’s

entrant target market.

Tier Two: Include full color 4x6 postcards that lists everything in the prior postcard as well as any

incentives and competitive draw that comes from the tournament. It should also include Zeke’s

Landing’s website and where to sign-up for the competition. This second direct mail piece’s primary

objective is to attract entrants to sign-up for the tournament and should start about 3 months out

before the Blue Marlin Showdown begins.

We encourage Zeke’s Landing to set up booths at other tournaments during the summer of 2012. The

primary objectives for these booths are to create awareness of the tournament and build relationships

with other sponsors as well as with Zeke’s target market for Entrants. The booths will offer Zeke’s

promotional merchandise such as T-shirts, ball caps, pens, notepads, bottle-openers, etc. Entrants will

also be able to enter for the tournament or sign-up to keep up-to-date with events and activities

happening at Zeke’s. This will also help serve to create a data base for Zeke’s direct mail campaign.

Internet Recommendations

Social Media

To directly promote the Blue Marlin Showdown with consumers already associated with Zeke’s Landing,

Zeke’s should plan and implement a social media strategy through Facebook, Twitter, and YouTube.

This will create awareness of the tournament to current loyal consumers of Zeke’s and may help spread

the word through an inexpensive means.

Social media will be able to give spectators a constant update on what is going on. Also, it will allow

spectators chances to enter in constants or receive prizes. For example, if a spectator retweets a post

from Zeke’s Landing account and show prove they can get free entrance to the festivities.

Zeke’s should also take advantage of YouTube by creating and uploading video shorts advertising the

Blue Marlin Showdown. These shorts should be funny and appeal to the entrant target market. These

videos can be posted on Facebook and Twitter as well as Zeke’s Landing’s website.

Website

For easy access and to direct traffic to their website, entrant sign-ups for the Blue Marlin Showdown

should be made available on the Zeke’s Landing Webpage. Also, any YouTube videos used should be

placed on the main page of their website.

Phone & Tablet Apps

To differentiate the tournament from other fishing tournaments around the southeast, Zeke’s should work

on creating an app specifically for their Blue Marlin Tournament. The app should include the itinerary for

the event, the list of entrants competing, and real time updates from competitors. Creating an app is

certainly an investment; therefore, Zeke’s may want to start development after the first tournament is in

place to see determine app contents and to gauge whether or not an app would be beneficial to the

tournament experience. A starting budget would be $10,000.



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Media Plan/Recommendations

Media Strategy

Use print media such as popular fishing magazines and newspaper ads to attract tournament

entrants and spectators

Rent promotional booths at other fishing tournaments and use direct mail to attract

tournament entrants

Create buzz about the tournament through advertisements on local radio and news stations to attract

local spectators

Run local outdoor such as billboards and aerial ads to attract local spectators

Update social media and company website regularly to keep entrants, spectators and sponsors

informed of the status and details of the tournament

Create a sponsorship packet to provide potential sponsors with several appealing options

Media Plan

Entrants

Print Media

o Create print ads in popular fishing and WBS magazines that promote the competitive and

party atmosphere of the tournament

o Include the tournament and possibly Zeke’s Landing logo to establish brand awareness and

top-of-mind awareness

o Convince the reader that the tournament is a professional and highly competitive, yet

entertaining and fun-filled weekend that is a “can’t miss” opportunity

Social Media

o Advertise for the tournament on Zeke’s website, Facebook page and Twitter account

immediately to start spreading the word

o Post pictures of blue marlins and other large fish to set the tone for the upcoming tournament

o A free and effective way to advertise to and build relationships with potential entrants who are

outside the general sphere of local reach

Direct Marketing

o Setting up booths at other large fishing tournaments around the Gulf allows Zeke’s to get in

direct contact with potential entrants and promote the tournament

o Hand out promotional giveaways to potential entrants at the tournament booths and in

captain’s gift bags to instill brand awareness and development of the tournament brand

o Develop or purchase email and phone number lists of potential entrants to get into direct

contact with them to promote Zeke’s tournament

Spectators:

Print Media

o Create eye-catching print ads in local newspapers and popular fishing magazines that will

attract the reader’s attention

o All print media geared towards the spectators will promote the entertaining and competitive,

yet family-friendly atmosphere at the tournament

o The ads will focus on convincing the reader that attending the tournament will be a very fun

and enjoyable way to spend their free time that weekend



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Social Media

o Advertise for the tournament on Zeke’s website, Facebook page and Twitter account

immediately to start spreading the word

o Post pictures of blue marlins and other large fish to set the tone for the upcoming tournament

o Allows the opportunity to build relationships with potential spectators who are outside the

reach of local advertisements

o A free and effective way to advertise to a wide range of potential spectators

Mass Media

o Gives Zeke’s the ability to attract a wide variety of potential spectators through news station

stories or local radio spots

o News stories and radio ads should promote the entertaining and family-friendly fun

surrounding the tournament

o A live news story from the tournament would give Zeke’s the opportunity to show the viewer a

live look-in at the fun atmosphere they are missing out on

Promotional Giveaways

o Offer many different forms of free promotional items such as T-shirts, key rings, bottle

openers, beach balls, hats, lanyards and koozies to the spectators to create top-of-mind

awareness of the tournament and the Zeke’s Landing brand

o Make the promotional items easy to acquire and inexpensive to produce, yet durable enough

to not appear too cheap

o Print the tournament and/or Zeke’s Landing logo on all of the promotional items to

spread awareness

Outdoor Advertising

o Create eye-catching billboards to promote the tournament

o Promote tournament characteristics such as competitive environment, entertainment, and

family fun through simple but bold graphics, including the tournament date

o Run an aerial banner ad as the tournament is taking place to attract local spectators

Measurement and Evaluation

Entrants

The effectiveness of the media and advertisement campaign towards entrants will be determined by the number of tournament attendees. More specifically, the campaign will be measured by the number of entrants registered a minimum of one week before the tournament.

Spectators

The effectiveness of the campaign towards spectators will be determined by how many spectators take

part in activities throughout the tournament.

Budget Summary

Entrants

Booth Rentals at Other Tournaments

o 10’ x 10’ booth at tournament: $750-1100

o Five total booths: approximately $5,500

Large color print ad in tournament programs: half page color ad at $750, full page color ad at $1,000

Promotional materials in captain’s buckets: $400

Large banner ad to hang at other tournaments: $200



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Magazine ads – Marlin Magazine and sister magazines- $15,00

o Full Page ads -One in February and one in March o Events Section-posting the tournament on this section of their website is free and is

connected to the sister websites of Marlin Magazine o Magazine Facts-40,000 in circulation with 120,000 total audiences o Online Facts-155,000 monthly page views with 33,000 monthly visitors. Also 10,000 eNews

subscribers and 14,000 eMail subscribers. Over 6,200 Facebook and Twitter followers

Direct Email List

Spectators

Billboards (Lamar Advertising): 10’6’’x 36’ at $2,000 for 4 week net rate. Four total billboards

Arial (Gulf Coast Aerial Advertising, Inc.): $210 per 50 min flight / Banner Production / included in

flight cost / Three flights-two before tournament week, one during.

Timetable

Entrants: Spring 2013 to Summer 2013

Spectators: Spring 2013 to Summer 2013

Sponsors: Fall 2012 to Summer 2013

Campaign Flowchart

(See next page)



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Sponsorship Recommendations

Presenting Sponsor – $10,000 Donation

Sole title sponsor of Zeke’s Blue Marlin Showdown

Up to 4 corporate banners displayed around the marina, with a minimum of one banner behind the

stage for weigh-in

8 VIP tickets to each event including, the kickoff, sponsor party, viewing areas during weigh-in, and

gambling tent

Full page color advertisement in event program in the location of your choosing (excluding front

cover)

5 minutes to speak in front of the entrants at two Captain Meetings

Access to the tournament participant mailing list

Your logo featured on:

o Home page, sponsor page, and title banner of website

o Sponsor slide at all Captains Meetings

o On all winning display checks

o Displayed on all advertising for the tournament not already in circulation before commitment.

o Front of all tournament shirts sold or given out

o All printed tournament materials (Including: cover of event program, tournament badges,

marina maps, sponsor page of tournament program, entry forms, direct mail pieces, all

tournament banners and posters)

Opportunity to address the audience at the tournament weigh-in and live concert

Opportunity to provide promotional items in the Captain’s buckets

A display table at all Captain’s Meetings, Weigh-in and all spectators’ events

Recognition by Tournament Director throughout the event

Platinum Sponsor – $2,500

2 Corporate banners displayed throughout the event


gambling tent

Full page color advertisement in event program in a prominent location

Access to tournament participant mailing list

Your logo featured on:

o Sponsor page of website and a logo ad on one page for 1 year after tournament

o Some printed tournament materials (Including: marina map, sponsor page of tournament

program, tournament banners and event posters)

o Back of tournament shirts

o Sponsor slide at all Captain Meetings

Opportunity to provide Captain’s bucket promotional item


Gold Sponsor – $1,500

1 corporate banner displayed throughout the event


gambling tent.

Half page color advertisement in event program



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Your logo on:



o Sponsor page of website

o Sponsor slide at Captains Meetings



Silver Sponsor – $500

2 VIP tickets to sponsor party and kickoff

Quarter page color advertisement in event program

Your logo on:







Bronze Sponsor – $250

Eighth page color advertisement in event program

Your logo on:






2 VIP tickets to kickoff party

Basic Sponsor – $100

Your logo on:








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Conclusion

Zeke’s is already one of the biggest marinas in the Southeast. They have the largest charter fishing fleet

in the region, and their brand is well known throughout their target market. Zeke’s is looking to both

expand their offerings from a family charter fishing location to include a competitive fishing tournament

geared towards the rich. In order to achieve this, Zeke’s needs to develop a branded tournament that

qualifies for the World Bill Fish Series (WBS) tournament circuit.

We have created a marketing plan for a blue marlin tournament that will break the mold of the standard,

cookie cutter Billfish tournament of the Gulf Coast. We have identified a wide array of sponsors that

would be perfect to help build and support the creation of this tournament based on the needs of our

client and the interests of our potential tournament entrants. We have created something of a festival; a

fun escape for both the fisherman and the local spectators, all geared towards driving business to Zeke’s

Landing. Our media plan is extensive, including ads placed in nationally circulated fishing magazines,

radio slots, digital and social media and tradition direct marketing in the form of direct mail and direct

email marketing.

All in all, this marketing plan is designed to do two things: 1) to further develop the already successful

brand of Zeke’s Landing; and 2) to drive business to Zeke’s.



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References

Simon, Jim. "World Billfish Series." Web. 19 Apr. 2012.

<http://www.worldbillfishseries.com/who_is_wbs.php>.

"The Best on the Gulf." ECBC. Web. <http://www.fishecbc.com/>.

"Welcome To The New Orleans Big Game FishingÂ Club." New Orleans Big Game Fishing Club. Web.

<http://www.nobgfc.com/>.

Welcome to the Mobile Big Game Fishing Club. Web. http://www.mbgfc.org/

Blue Marlin Grand Championship July 11-15, 2012. Web.

<http://www.bluemarlingrandchampionship.com/>.

"Home Page." Site.whitemarlinshootout. <http://site.whitemarlinshootout.com/>.

Sarasota Slam Fishing Tournament. <http://sarasotaslam.com/>.

Bay Point Invitational Billfish Tournament. Web. <http://www.baypointbillfish.com/>.

IGFA Offshore World Championship. Web. 19 Apr. 2012.

<http://www.igfaoffshorechampionship.com/events/40th-annual-pensacola-international-billfish-

tournament>.

2012 Gulf Coast Open Fishing Tournament. Web. 19 Apr. 2012. <http://www.gulfcoastopen.com/>.

-"CCBC Home." Web. 19 Apr. 2012. <http://www.comefishla.com/ccbc/>.

Mississippi Gulf Coast Billfish Classic- Mississippi Gulf Coast Billfish Classic. Web. 19 Apr. 2012. <http://mgcbc.com/>.

Orange Beach Billfish Classic- Orange Beach Billfish Classic. Web. 19 Apr. 2012. <http://www.orangebeachbillfishclassic.com/>.


http://www.mbgfc.org/

http://www.gulfcoastopen.com/

http://www.comefishla.com/ccbc/

http://mgcbc.com/

http://www.orangebeachbillfishclassic.com/


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Appendix A – Logo



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Appendix B – Print Ad



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Appendix C – Promotional Materials



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Appendix D – Outdoor Campaign



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Appendix E- Guerilla Marketing



Documents

Zekes Integrated Branding Comm. Plan