jump-into-jax-16

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CAMPAIGN PROPOSAL ______________________________________________________________________________________________________________

PREPARED FOR: THE JACKSONVILLE CHAMBER OF COMMERCE BEACHES

DIVISION

PREPARED BY: CG CONSULTING

____________________________________________________________________________________________________________

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TABLE OF CONTENTS

Agency Name………………………………………………………………..………..3

o Biographies……………………………………………………………………..3

Executive Summary …………………………………………………………………..5

Client Background ……………………………………………………………………7

S.W.O.T. ………………………………………………………………………………….9

Situation Analysis …..…………………………………………………….…………..11

Secondary Research …………….…………………………………………………12

Primary Research…………………………………………………………………….14

Proposed Primary Research………………………………………………………..15

Overall campaign goal ……………………………………………………………16

o Calendar …………………………………………………………………...…20

o Budget …………………………………………………………………………24

Evaluation …………………………………………………………………………….25

Appendix ……………………………………………………………………………...27

o Work Cited ……………………………………………………………………27

o Survey ………………………………………………………………………….27

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AGENCY NAME

CG CONSULTING is a nationally recognized and accredited

public relations agency based out of Jacksonville, Florida. CG was established in

1999 through co-founders, Sarah Callahan and Melissa Garcia. CG Consulting is

known for providing its clients paramount customer satisfaction with an

innovative outlook and outstanding performance. CG Consulting specializes in

complex issues such as crisis strategy, public and government affairs, corporate

communications, market strategy and research, and strategy consulting. At CG

Consulting, our diverse team is adept at exceeding client needs with our award-

winning designs and proven results. Our mission is to build long lasting

relationships with clients, while illustrating our passion for the community by

helping flourish local businesses. We strive to create a clear communication line

between organizations and the public by aligning our efforts with the goals,

audiences, and tactics that are necessary to better assist client needs.

BIOS:

SARAH CALLAHAN has more than 20 years’ experience in

reputation management and public relations. Sarah earned her M.B.A from

Columbia University and her Bachelor of Arts at the University of North Florida.

She has a passion for non-profit health and was campaign director for Mayo

Clinic’s heart and cancer campaign and Nemours’s heart for children

campaign. Seven years of her career was dedicated to UnitedHealth Group as

senior manager for crisis control before co-founding CG Consulting alongside

Melissa Garcia. She currently leads the development team of our award-

winning marketing, advertising, and public relations specialists. She is a

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committed public relations professional whose attention to detail and innovative

thinking has helped CG Consulting win multiple awards.

MELISSA GARCIA has been a public relations practitioner for more

than 15 years. She earned a Bachelor of Arts degree at the University of North

Florida and her M.B.A from the University of California, Berkeley. She served on

the board of directors as the media relations manager for eight years for

Downtown Vision, Inc., while working as the communications coordinator at

Branch Banking and Trust. Her work at Downtown Vision has created award

winning events such as Art Walk which was voted “Best Festival/ Art Walk” in

2015 by Jacksonville Magazine. With her experience, she co-founded CG

Consulting with her peer Sarah Callahan. Since working for CG consulting, she

has established new non-profit events including Walk for Recognition for K9s for

Warriors and Jacksonville Arboretum and Gardens’ Nature Walk.

CHELSEA HOWLEY joined the CG Consulting team in 2012 and

now is its account executive for the Jacksonville Jaguars and 26.2 with Donna.

Chelsea is a Jacksonville native and graduate of the University of North Florida.

Before joining CG Consulting, she campaigned in the food and beverage

industry as the event manager for Guinness and Bacardi Limited. Upon joining

the team she secured relations with the Jacksonville Jaguars, Jacksonville

Humane Society, Haskell, and 26.2 with Donna. As account executive, Chelsea

has managed the Jacksonville Jaguars through its re-branding and promoted

26.2 with Donna by increasing event attendance.

DAKOTA HIGDON has been an event coordinator for more than

18 years here in Jacksonville. He has a bachelor’s degree in Communications

specializing in public relations with substantial training in advertising from the

University of North Florida. For the past three years Dakota has helped CG

Consulting conduct a numerous amount of successful events. Dakota has also

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worked with The Jacksonville Suns and CSX Transportation on numerous

occasions coordinating successful events.

EXECUTIVE SUMMARY We want to begin by saying thank you for allowing CG Consulting this

wonderful opportunity to design a campaign for the upcoming spring break

event that the Jacksonville Beach Chamber of Commerce is promoting. Spring

break is a time of year that local businesses can flourish from the influx of college

age tourism and promote their businesses in a major economic way. We have

been extremely successful in the design, planning, and execution of several

events that are closely related to the Jacksonville Beach spring break event that

is going to take place. While Jacksonville Beach is not currently a popular

location for “spring-breakers,” we thoroughly believe that this event will be a

complete success in putting Jacksonville Beach on the list of top spring break

destinations.

With Jacksonville Beach rarely promoting itself as a spring break location,

there will be a noticeable difference in the number of college students arriving

to enjoy their spring break here filled with fun and relaxation. This campaign will

be composed of several events located both on and off the beach that will

integrate a classic college spring break experience with the promotion of local

businesses. Alternating between the beach scene during the day and the

nightlife of concerts and the famous Jacksonville Beach bars, there will be a

variety of entertainment for the incoming crowd.

Through the research CG Consulting has conducted and analyzed

regarding the target audience of college students ranging from 18-24 years of

age, we have created an extremely specific campaign that will bring in a well-

rounded population of people who will thoroughly enjoy the festivities and

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carefree relaxation. We believe that this campaign will be a complete success

in creating a new annual spring break destination for college students for many

years to come which will bring a significant increase in revenue for the local

businesses in Jacksonville Beach.

Once again CG Consulting would like to thank you for this opportunity to

present this campaign in hopes of successfully executing a spring break event

here in Jacksonville Beach.

Sincerely,

Melissa Garcia and Sarah Callahan

Co- Founders

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CLIENT BACKGROUND The Jacksonville Chamber of Commerce Beaches Division is a smaller part

of Jacksonville Chamber of Commerce which is a non-profit organization that

serves over 500 of its members in helping make connections, grow their

businesses, and get involved in the community. The beaches division chair is

currently Christine Weir, who is a realtor for Keller Williams Reality.

Businesses that are involved in the commerce range from Mayport Village

to Ponte Vedra. Through promotions and connections between local businesses,

the chamber hopes to “promote economic development by retaining and

attracting companies, while creating jobs and fostering a skilled workforce.” The

chamber promotes these businesses through monthly mixers, luncheons and

events. These events help members engage in numerous networking

opportunities that aid in further development of businesses.

The beaches division encompasses a number of committees whose

purpose is to ensure membership involvement in the community. These

committees include the Beaches Membership Task Force, the Beaches

Community Involvement and the Beaches Public Policy. The Beaches

Membership Task Force serves to grow membership and improve membership

retention through networking events. The Beaches Community Involvement

serves to provide members with opportunities to give back year round, while

helping raise awareness for the beaches division. Lastly, the Beaches Public

Policy serves to educate its members regarding city plans and legislation, and

have members’ voices be heard.

The events that are held through the Jacksonville Chamber of

Commerce Beaches Division are monthly and annually. Two signature events

that occur are the Endless Summer Beach Bash and the Beaches Trade Show.

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The Endless Summer Beach Bash has live music, silent auctions, local food

vendors, and hosts over 300 chamber members and guests. Some of the

businesses that are featured in the bash are Anthony's Gourmet Catering,

Blackfinn Ameripub, Celeb's Corner Kitchen, Culhane's Irish Pub, Flippin' Good

Cookies, Hidden Hills Country Club, Kilwin's Jacksonville, North Beach Bistro,

Ocean 60, PDQ Restaurant, PJ's Catering, Ruth's Chris Steakhouse, Sweet Pete's

Candy, The Wine Bar, and Tijuana Flats Burrito Co. The Beaches Trade Show

allows business members the chance to showcase their products and services in

a relaxed “business after hours” atmosphere. Food tastings in the trade show are

sponsored by Applebee’s, III Forks, Flippin’ Good Cookies, The Flame Broiler,

Kilwin’s Chocolates, and Mellow Mushroom.

The Jacksonville Chamber of Commerce Beaches Division provides its

members with opportunities and experiences that non-members might not be

able to receive. It’s a great way to establish connections and build relations with

those in the community.

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SWOT ANALYSIS

STRENGTHS

Large enough to host spring break

Miles of pristine white-sandy beaches

Plenty of activities for all ages to enjoy

Hotels are within walking distance to local eateries

and beaches

Plenty of nightlife options

Plenty of hotels

WEAKNESSES

Trolley system doesn’t begin its season till the end of

April

Nightlife bars and clubs are 21 and up and our

target audience begins at 18

Low-key atmosphere might not be as interesting for

students looking to party

Students would have to drive to do something

away from the beaches (i.e. St. Johns Town Center

, grocery shopping, etc.)

OPPORTUNITES

Jump Into Jax ’16 would build a reputation

between college tourists and local businesses

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Jacksonville Beach will see economical increase

from spring break

Jump Into Jax ’16 would raise more money to

improve beaches

It’d become a spring break destination

THREATS

Possibility of increase in wrongdoing

Constant activity due to Jump Into Jax ’16 could

diminish the ecology of the beach area

Over-crowd the beach scene for the locals

Other beach cities may still take our target

audience

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SITUATION ANALYSIS From the beginning of March through the beginning of April, thousands of

college students are going to trek away from campuses to seek sunshine and

waves at one of Florida’s many beach cities.

Unfortunately, Jacksonville Beach is not at the top of the list of spring

break destinations and seems to be considered a “forgotten coast” compared

to places like Daytona Beach, Fort Lauderdale, and Panama City.

Jacksonville Chamber of Commerce Beaches Division wants to change

this by promoting its beaches, creating events and promotions that attract a

larger population, and remind people of the nostalgic feel that exists in

Jacksonville Beach, whereas high rise condos and limited beach access are

common place in other Florida beach cities.

The Chamber wants to partner with area restaurants, hotels, and parks in

order to create targeted advertising, social media, and traditional media and

events that will assist in bringing back “spring break.” CG Consulting is going to

create a campaign that will attract college students to Jacksonville Beach.

Two freshmen from Kennesaw State University shared their perspectives

on spring break with Jacksonville.com. "This is my first spring break here and I

love it," said Kylie Floyd. Panama City was too crowded "and you couldn't

move," Floyd said. "This [Jacksonville Beach] is so chill. I like it and I can relax."

Janel Higdon, her friend and fellow freshman from Kennesaw, which is

outside Atlanta, agreed that Jacksonville Beach was a welcome relief from

spring break festivities earlier in the week at Panama City.

"We came here to vacation from Panama," the 18-year-old Higdon said,

laughing. "Everything is so much lower in price here."

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SECONDARY RESEARCH Spring break is a reprieve for college students’ busy academic schedules.

“Over the course of several decades, several exotic locations have become

synonymous with spring break,” said the article, “What is Spring Break?” “Some

students even venture as far as Mexico, the Dominican Republic, and other

foreign countries where the drinking age is lower and there are fewer rules.”

Although a short distance south of Jacksonville, Daytona Beach remains

as one of the top hotspots for spring break in Florida. According to the article,

“2015’s Standout Spring Break Spots,” Daytona is ranked number seven on the

polls for top Florida beaches and number ten on top spring break destinations.

It’s known for vehicle accessible beaches, the Daytona International Speedway,

and a party atmosphere with many popular bars. Jacksonville Beach holds

similar qualities such as various beach bars and the beautiful boardwalk, which

is home to numerous restaurants.

On average, about 2.1 million students participate in spring break.

Students will spend on average $1,100 on spring break, according to “9

Unbelievable Facts About Spring Break.” The target audience for this campaign

is 18-24 year olds attending small universities in central Florida and Georgia

colleges that will participate in spring break. Some of the universities included

would be Southern Georgia State College, East Georgia State College, Daytona

State College, and Santa Fe College. Nielsen’s Segmentation and Market

Solution averages student income to be less than $25,000 a year. Some of the

activities that they like to partake in are outdoor sports, movies, music, fast food

and night life.

One of the worries of college spring break is that spring breakers will binge

drink for a week and cause harm to themselves or others. According to “Spring

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Break’s Greatest Dangers,” 599,000 students between the ages of 18 and 24

receive unintentional injuries while under the influence of alcohol.

Spring break does have its upside. Hosting spring break would give a city

the opportunity for economic prosperity. According to information gathered

from Harris Interactive, “Roughly 16 million students now in the United States

spend a total of $208 billion each year and 22 percent of that spending is on

discretionary items like travel.”

In the past, Panama City Beach has paid $400,000 in marketing

campaigns to bring students to their city’s beaches. “Sea, Sun, Sand…and

Revenue,” stated that Panama City Beach saw $170 million in economic benefit

from spring break.

Many companies get involved in the activities as well, for example Hasbro

set up “Super Soaker Survival & Bump Ball Challenge,” in which students

participate in a water fight tournament on the beach front, competing for a

$4,000 cash prize. It’s a way for companies to get its name out there to promote

their business. It allows them to endorse their products to the masses over a short

period of time and see a profit from it. Many of the students that see the

promotions are more likely to use or purchase those products from the week

long exposure of company’s advertising.

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PRIMARY RESEARCH CG Consulting conducted preliminary primary research through the

creation and use of a survey on how to attract a target audience of college

students ages 18-24 years old to Jacksonville Beach. To get a larger consensus,

the survey link has spread through social media sites to get the full range of our

target audience. See the appendix in order to view the complete list of survey

questions and results. The responses to the survey questions allowed CG

Consulting to analyze what Jacksonville Beach is missing in order to be

considered a primary spring break location.

From our survey it was concluded that out of Daytona, Panama City,

Miami, Ft Lauderdale, and Jacksonville, Jacksonville was considered the least

likely to be a desirable spring break location. Also, food, music and nightlife

were determined to be the driving factors in a spring break location though

large quantities of alcoholic beverages weren’t necessary for an ideal spring

break trip.

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PROPOSED PRIMARY

RESEARCH If chosen as Agency of Record, the additional primary research that

would be recommended would be:

1. Observation

2. Focus groups

3. Post survey

REAL LIFE OBSERVATION of the places our target audience

considers to be more popular spring break locations will give us the actual

image we need in order to create events and activities.

FOCUS GROUPS will be key to research by allowing CG Consulting

to hear more in depth accounts of survey question answers. We want to be able

to compare and contrast accounts from people that come from different cities,

states, etc.

POST EVENT SURVEY will be conducted to determine the

successes and failures of Jump Into Jax ’16. This will include questions to

evaluate where our target audience came from and what activities they

participated in.

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OVERALL CAMPAIGN

GOAL CG Consulting’s overall campaign goal is to increase support for the

Jacksonville Chamber of Commerce Beaches Division by boosting the local

economy and establishing Jacksonville Beach as a spring break destination for

college students.

OBJECTIVE 1

To increase the attendance of 18-24 year olds in Jacksonville Beach between

March 1 through April 1 by 20 percent.

STRATEGY: According to the Student Affairs Hub, 2.1 million students

participate in spring break activities each year. We plan to create an eight day

celebration called Jump Into Jax ’16 with events and promotions that attract

these students to Jacksonville Beach for spring break. College students respond

better to things that they are able to experience.

TACTIC 1: Rasta Saturday will include a concert at the Jacksonville

Beach Sea Walk Pavilion showcasing Dirty Heads, Side Reel and

Rebelution.

TACTIC 2: Sunday Funday will be hosted at Lemon Bar in Neptune

Beach featuring specialty drinks and direct beach access and

ocean view.

TACTIC 3: Margarita Monday will be hosted at The Pier Cantina

and Sandbar featuring signature margaritas located next door to

the boardwalk.

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TACTIC 4: Tropical Tuesday will be hosted at the Boardwalk at

Jacksonville Beach will include Volleyball and Beer Can Castle

Competition.

TACTIC 5: Wine Wednesday will be hosted at Mellow Mushroom at

Jacksonville Beach with Who Rescued Who performing.

TACTIC 6: St Patty's Block Party on 1st Street with a best dress

leprechaun contest.

TACTIC 7: Freaky Friday includes a pub crawl involving beach bars

such as Lynch's Irish Pub, The Shim Sham Room, The Tavern on 1st

Street.

TACTIC 8: See Ya Later Saturday will include a concert at the

Jacksonville Beach Sea Walk Pavilion with Jason Derulo performing

and a firework show afterwards.

OBJECTIVE 2

To increase local economy by 30 percent during spring break March 1 to April 1.

STRATEGY: According to the NBC News article, “Sea, Sun,

Sand…Revenue,” students on spring break spend $208 billion each year.

Local economy will profit by incorporating local businesses to help create

and sponsor events specifically targeted for college students.

TACTIC 1: St Patty’s Block Party will include local vendors such as

flash tattoos, food trucks, and a local DJ playing.

TACTIC 2: Use local businesses for event set up requirements

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TACTIC 3: Host events at local businesses such as Mellow

Mushroom, The Pier Cantina and Sandbar, Lemon bar, Lynch's Irish

Pub, The Shim Sham Room, and Tavern on 1st Street.

OBJECTIVE 3

To increase targeted advertising and social media awareness for events by 30

percent.

STRATEGY: The American Press Institute article, “How Millennials Use and

Control Social Media,” states that Millennials get their news at least once

daily from Facebook, Instagram and Twitter; 88 percent from Facebook,

26 percent from Instagram and 13 percent from Twitter. Because social

media plays such a large role in the lives of our target audience, having a

social media presence is critical to attract and maintain this audience. It is

important to create targeted advertising and social media because

without doing so this information won't reach our target audience

effectively.

TACTIC 1: Create #JumpIntoJax16 to spread and generate

interest in Jump Into Jax ’16

TACTIC 2: Create Instagram and develop social media content.

TACTIC 3: Create Twitter and develop social content.

TACTIC 4: Create Facebook and develop social content.

TACTIC 5: Create radio public service announcements (PSA)

related to drunk driving to run near target colleges.

TACTIC 6: Create radio advertisements to run near target colleges.

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JUMP INTO JAX ’16 WEEKLY SCHEDULE

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CALENDAR

DECEMEBER

o Week of December 14

December 14

Launch website and all social media at 10 a.m.

December 19

Social media blast at 10 a.m.


December 26



December 30

Radio PSA at 10 a.m.

Radio advertisement at 6 p.m.

JANUARY

o Week of January 1

January 1

Social media blast a 10 a.m.

o Week of January 4

January 6



January 8


o Week of January 11

January 15

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Release artists performing


January 22



January 29


FEBRUARY

o Week of February 1

February 3



February 5



February 12-14

Facebook Challenge




February 15-19

Facebook Challenge continued

February 19





February 26

22



February 29

Performers post about performing at Jump Into Jax ’16

at varying times

MARCH

o Week of March 1

March 1-6


Social media blast at 6 p.m.

March 2





o Week of March 7

March 7-10



March 11

Promotional Day

Performers post about Jump Into Jax ‘16

March 12

Kickoff event

Rasta Saturday

Performers post about event five hours before

o Week of March 13

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March 13

Sunday Funday


March 14

Margarita Monday

March 15

Tropical Tuesday


March 16

Wine Wednesday


March 17

St. Patty’s Day

March 18

Freaky Friday

March 19

See Ya Next Year Saturday


o Week of March 28

March 28-31

Conduct Evaluations

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BUDGET

Rasta Saturday Seawalk pavilion 1 3,000.00$

Food trucks n/a free

Tropical Tuesday Cornhole sets 5 sets @ $140 700.00$

DJ/MC 6 hours @ $100 600.00$

Volleyball set 3 nets and balls 100.00$

St Patty's Tents 10 @ $40 400.00$

Light ing/Generators Weekly amount 285.00$

Water coolers 30 @ $15 450.00$

See Ya Later Saturday Seawalk pavilion 1 3,000.00$

Food trucks n/a free

Fireworks 1 set 3,000.00$

Other Police 1 20,000.00$

Medical 1 1,000.00$

Clean up crew 1 free

Radio advert isng 20 commercials for 10 days 715.00$

T-shirt 3000 @ 2.99 8,970.00$

Koozes 2000 @ $.84 1,680.00$

Flyers 12000 800.00$

Porta potty 50 @ 75 3,750.00$

HashtagTrack.com 3 months of t rack 158.00$

Total 48,608.00$

Agency Fee 15% 7,291.20$

Total with Agecy Fee 55,899.20$

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EVALUATION

OBJECTIVE 1

To increase the attendance of 18-24 year olds in Jacksonville Beach between

March 1 through April 1 by 20 percent.

Track the amount of participants who attend Jump Into Jax ’16 from

within our target audience by counting people that attend events each

day.

Track where target audience members came from through post survey

questions.

Track target audience’s preferences for spring break through post survey

questions.

OBJECTIVE 2

To increase local economy by 30 percent during spring break March 1 to April 1.

Compare total sales from 2016 to previous years.

Track what businesses and events members of our target audience went.

Compare growth of donors and sponsors from businesses from 2016 to

previous years.

Conduct a post survey for businesses involved to determine the successes

and failures as well as their overall opinion of spring break 2016.

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OBJECTIVE 3

To increase targeted advertising and social media awareness for events by 30

percent.

Use Twitter analytics to track daily engagement from day of creation until

the end of the event.

Use Facebook Insights to track Facebook interactions from day of

creation until the end of the event on a daily basis.

Use Instagram analytics to track daily engagement from day of creation

until the end of the event.

Use HashTracking to track and monitor #JumpIntoJax16 usage.

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APPENDIX

WORKS CITED 9 Unbelievable Facts About College Spring Break. (n.d.). Retrieved November

12, 2015, from http://hub.oohlalamobile.com/2013/03/9-unbelievable-

facts-about-college.html

2015’s Standout Spring Break Spots. (n.d.). Retrieved November 12, 2015, from

http://travel.usnews.com/features/2015-Standout-Spring-Break-Spots/

Cavallari, D., & Harris, B. (n.d.). Retrieved November 12, 2015, from

http://www.wisegeek.com/what-is-spring-break.htm

Nielsen (n.d.). Retrieved November 12, 2015, from

https://www.claritas.com/MyBestSegments/Default.jsp?ID=20&menuOptio

n=ziplookup&pageName=ZIP+Code+Lookup

Sea, Sun, Sand... and Revenue. (2004, March 8). Retrieved November 12, 2015,

from http://www.nbcnews.com/id/4428577/ns/business-us_business/t/sea-

sun-sand-revenue/

Spring Break’s Greatest Dangers. (n.d.). Retrieved November 12, 2015, from

http://www.forbes.com/sites/robertglatter/2014/03/11/spring-breaks-

greatest-danger/

SURVEY 1. What is your age?

18 or younger 18 to 24 25 to 34 35 to 44

45 to 54 55 or older

2. Are you male or female?

Male Female

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3. Are you currently enrolled in college?

Yes No

4. How much are you willing to spend on spring break?

Less than $99 $100-$199 $200-$299 $300-$399

$400-$499 $500 or more

5. What do you consider to be the most popular spring break locations

in Florida?

Daytona Panama City Miami Jacksonville

Ft. Lauderdale

6. What do you look for in a spring break beach destination?

Competitions Food Music Sports events

Giveaways Nightlight Other (please specify)

7. Where do you go to college?

University of North Florida Florida State University

University of Florida I don’t

Other (please specify)

8. How often do you plan on consuming alcoholic beverages on

spring break?

Very often Somewhat Often Often Not Often Not at all

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