Strategic Media Plan

THE ISLANDTHE ISLAND

Interactive and Integrative Strategic Media Plan

Association of Surfing Professionals Spring 2014

Taylor Laabs, Brady Loomis, Elise Otten, Brienne Schaefer and Abby Wuestenberg

Table of Contents Section I: Research and Analysis, Media Planning and Sports/Event Marketing Situation Summary ......................................................................................1 SWOT...........................................................................................................9 Target Audiences........................................................................................10 Media Objectives.........................................................................................11 Social Media Budget...................................................................................14 Creative Brief..............................................................................................16 The Big Event..............................................................................................17 Charities.....................................................................................................22 Publics Relations Alliances..........................................................................23

Section II: Media Buying Online Advertising Media Analysis and Buy.................................................24 Online Advertising Creative Recommendations..........................................29 Online Advertising Targeting.......................................................................30 Online Advertising Media Buy.....................................................................32 Online Advertising Samples........................................................................38 Search Engine Marketing............................................................................40 Search Engine Optimization.......................................................................45 Landing Pages............................................................................................49

Section III: Media Plan Streaming Video.........................................................................................51 Streaming Audio.........................................................................................54 Social Media...............................................................................................59 ASP Application..........................................................................................77 Conclusion..................................................................................................81

Appendix........................................................................................................82

Research and Analysis, Media Planning and Sports/Event Marketing

Situation SummaryCorporate review

ThroughextensiveresearchofAssociationofSurfingProfessionals(ASP),ouragencyhascreatedaSituationAnalysisevaluatingthecompany’scurrentindustry,consumersandcompetitors.Basedonourfindings,wehaveformedaSWOTanalysisaswellasidentifiedkeyissues and opportunities to be addressed.

ASPisthegoverningbodyinprofessionalsurfingandthemostrecognizableassociationamongsurfers.WithregionalofficesinAfrica,Australasia,Europe,Hawaii,Japan,NorthAmericaandSouthAmerica,thisinternationalorganizationistheleaderinfollowing“aroundtheworld’sbestsurfersandtheworld’sbestwaves.”[1]Therearejustover7,000ASPmembers,bothmaleandfemale,acrosstheentireworld.[2]Datingbacktoitsinceptionin1976,ASPhasandcontinuestobeanintegralplayerintheworldofsurfingasevidencebyitsvarioussponsoredsurfingevents.[3]ASPsurfingcompetitionstakeplaceinvariousareasaroundtheworldsuchasHawaii,California,Portugal,Australia,Fiji,PolynesiaandFrance.

Inrecentyears,druguseamongthesurfingcommunityhasbeenbroughttothepublic’sattention.ASPhastheirmembersandparticipantstakeadrugtestatrandomthroughoutthevariouscompetitionsthroughouttheyear.However,therestillremainsmuchspeculationonwhetherornotASPfully-followstheiranti-drugpolicy.

ThoughASPhashadfinancialimpedimentsinthepast,itscurrentCEOPaulSpeakerplanstomakemajorchangesin2014ineffortstomakesurfingamoremainstreamsport.[4]ThesechangesincludesignedlandmarkagreementswithESPN,YouTubeandFacebook.[5]

Asidefromthemediaoutletslistedabove,ASPisalsoactivelyengagedwithitsaudiencethroughTwitter,Instagram,SnapchatandTumblraccounts.Showcasingmostlyphotosofindividualssurfingintheoceanorupdatesfromcompetitions,thesesocialmediaplatformsserveasastrategictooltomaintainASPmembersandsurfingfansalike.ASPevenoffers“FantasySurfing”toitsonlineaudience,allowingviewerstobecomemoreinvolvedwithASPbyplayingthisonlinesurfinggame.

AccordingtoSysomos,themajorityofpeoplewhomentionASPonlinearefromtheUSA,AustraliaorBrazil.ASPismentionedmostoftenonTwitter,whicharewrittenpredominantlybymen,followedbyforums,newsandblogs.ASPhasovera90%favorablesentimentfromuserswhomentionthisorganizationonline.

1

Situation Summary Category review

SurfingoriginatedinPolynesiaandwasfirstobservedbyJosephBanksin1779;however,itsurfingexistedlongbeforethen.Atthebeginningofthe20thcenturysurfingstartedtotaketheshapewerecognizetoday.Manysurfinghistorianscreditthe1960sfilmGidget for bringing the sport into mainstream culture. In the 1990’s surfingstartedtoprofessionalize,amovementoftenassociatedwithKellySlaterwhoisaprofessionalsurferhimself.Todaythesportcontinuestoevolvebecauseitisbecomingmorecompetitiveandmainstream.[6]Somepeoplearehesitantaboutsurfingbecomingmoremainstreambecausetheyfearitwillloseitsauthentic,subculture feel.

Majorsurferswithintheindustryinclude:KellySlater,alongtimeprofessionalsurfingveteran;[7]KoloheAndio,ayoungsurferwhoqualifiedfortheASPWorldTouronhisfirsttry;[8]CarissaMoore,aleaderinwomen’sprofessionalsurfing;[9]andAdrianodeSouza,atalented,competitivesurfer.[10]

1990s today1779

JosephBanks

1960s

Film: Gidget

professional

mainstreamcompetitions

sponsors

live streaming

Kelly Slaterorganizations

tours

judges worldwide

2

Situation Summary Competitive Review

Solely hosts Hainan Wanning Riyue Bay International Surfing Festival[12]

ISAInternational

Surfing Association

50 years old

Memberships from 79 diferent countries[15]

Recognized by the International Olympic Committee

Body Glove Wetsuitssucceeds in airing a major surfing competition on prime-

time television[18]

Sponsors the Mavericks Invitational [18]

Sponsors invitational that was broadcasted on NBC for the first time in January 2014[18]

3

Situation SummaryCompetitive Review

NBA MLB The NBA,foundedin1946,[20]hasdedicated fans and a schedule that spans about eightmonths.Thosewhotweetabout“surfing”and“ocean”comefrom(inorderofmosttweets):California,NewYork,Florida,HawaiiandTexas.[21]Inthe2014season,thefollowingteamshadthebestattendancebyfans:Bulls(Chicago),Mavericks(Dallas),Knicks(NewYork),Heat(Miami).[22]Thereisoverlapinregionswheretherearebothsurfingfansanddedicatedbasketballfans,meaningthatASPwillhavetocompetewiththe NBAforviewersandinterestintheirsports.LoweronthisattendancelistaretheBucks(Milwaukee)andPistons(Detroit),bothpartofMiddle America and possibly easier targets since theydonotshowthesamededicationtotheirteams.

The MLB season starts in April and goes untilOctober,playingmorethanonceaweekandhaving no time limits for games. This makes it difficulttobuyairtimearoundthegamesandondayswhentherearenogames.InlateSeptemberof2013,therewasaspikeinTwitteractiononthetopicof“surfing”and“ocean.”16Inthebaseballseason,thisisthetimewhenteamsfightforpost-seasonspotsandfansaremoreinvestedbecauseplayoffsfortheWorldSeriesareapproaching.Thestatesthattweetedthemostabout“surfing”and“ocean”thatmatchupwithteamswiththemostdedicatedfansinclude(inorderoffavoriteteam)Yankees(NewYork),RedSox(Boston),Braves(Atlanta),Dodgers(LosAngeles),Rangers(Texas).[23]California,TexasandtheeastcoastregionshowinterestinboththeMLBandsurfing.

Outsideofthesurfingindustry,ASP’scompetitorsincludetheNationalBasketballAssociation(NBA)andMajorLeagueBaseball(MLB).ThereasoningforthisisthattheNBA’sandMLB’sschedulescoincidewithASP’s

competitionsandareallnearlyallontelevision.[19]Basketballandbaseballarenotextremesports,givingASPanedgeasanewmarketin“MiddleAmerica.”IntermsofTVairtime,ASPwillhavedifficultybecauseboththesesports

playmorethanonceaweek,reducingtheamountofairtimeavailableduringtheseason.

4

Situation Summary

Demographic unmarried,collegemales betweentheagesof18and24 whoareadventurous,parttime workers(lessthan$25,000/year), andenjoywateractivities

Behavioral likelycurrentsurferswhoexercise regularly and partaking in activities thatincludejetskiing,waverunning and biking

Attitude dare-devilswhoenjoythrillby taking risks and prefer to travel the “unbeatenpath”

[24]

Current Publics review Potential Publics review

Demographic Midwestmalesincollegebetweenthe agesof18and24whoenjoy snow/extremesports

Behavioral alreadypartakeinwateractivities suchasjet/waterskiingwithaninter estinsurfingandwindsurfing.

Attitude trendyindividualswhoareoftentimes are part of subculture fads[25]

**Sharing similar interests in outdoor activities as well as attitudinal behaviors suggests this type of audience could

potentially be ASP event viewers. Geographic barriers, however, may make it somewhat difficult to introduce

these potential viewers to watch surfing.** 5

Situation Summary Key Influencers: Brands

“Anindividual,organizationorbrandthatinfluencespurchasingdecisionsofothersbecauseoftheirreputation,fan-baseandpower”[The Island]

KeyinfluencersincludecompaniessuchasPatagonia and GoPro.AccordingtoSysomos,Ventura-basedPatagoniaisoneofASP’stopinfluencers,receivinga10/10.Patagonia is dedicated to theirsurfingcustomersandmakesproductsbasedontheirneeds,includinganenvironmentallyfriendlywetsuitspecificallyforsurfing.[11]

The camera company GoProhasalsoproventobeastronginfluencerforASP.Thispastyear,GoProattachedoneoftheircamerastoadrone,raisedithundredsoffeetintotheairandcaughtincredibleaerialfootageofsurfersalongtheSantaCruzcoastline.[12]Bydoingthis,GoPro not only providedanaestheticallypleasingvideo,buttheyofferedapositiveimageofsurfing.SysomosalsoshowsGoProtobeoneofthetophashtagsusedwithtweetsregarding“surfing”and“ocean.”GoPro’s youngandactiveaudienceisverysimilartoASP’s.Beingtechnologicallyinclinedandsocialmediadriven,GoPro’saudiencecouldbeaneffectivewaytofurtherengagementofASP’sdigitalcontent.

6

Situation Summary Key Influencers

Local Communities Core X-Game viewers are a potential influencer. This audience is already interested in extreme and fringe sports and may be more in-clined to discover a new sport that is equally adventurous. They also coincide with the current surfer’s active and adventurous lifestyle.[25]

Surfing magazines such as surfertoday.com, surfline.com and surfnewsnetwork.com remain influencers for ASP. ASP can share stories, news and events with its audience members who read these online magazines by sending press releases.[25]

Magazines

Core X-Game Viewers The local surrounding communities of theAmericancitiesinwhichASPcompetitions are held could also be key influencers.Peoplelivingwithinthesecommunitiesarealreadyawareofthesportand may be interested in becoming more engagedwithsurfing.[25]

7

Situation Summary Key Influencers: Companies and Individuals

Inthepast,ESPNhaspartneredwithASPandYouTubetobringeventstoviewersinafastermannerthroughliveInternetstreaming.ESPNisnowtheexclusivebroadcaster“forprofessionalsurfingin2014aspartofathree-yearagreementtoshowcasethesport’seliteevents.[34]LivestreamingononlineESPN channelsaswellasbroadcastingmajorhighlightsofsurfingeventswillpotentiallyencouragegeneralsportsfanstodiscoversurfing.

Kelly Slater,anAmericanmalesurfer,isamajorindividualinfluencerforASP.HisnameisincludedinthemostrecurringofASP’ssocialmediacontent,accordingtoSysomos,andisan11-timeASPWorldTourChampion.[13]AnASPmemberhimself,Slater sponsors several surf-relatedbrands,includingQuiksilverWetsuits,ClothingandEyewear,FCSFinsandKommunityProjectAccessoriesandChannelIslandsSurfboards.

Megan Abuboisanotherindividualinfluencer.TheConnecticut-bornfemaleAmericansurferisanASPmemberandwasratednumber3intheTopTenFemaleSurfersbyaskmen.com,agloballyreadmen’slifestylemagazine.[14]

8

SWOT

Strengths* Membership feeds community

* Most recognizable association among surfers

* ASPoffers“FantasySurfing”

* Givepeopleareasontoconsistentlyfollowthesport

* Easywaytogainentryintothesport,learnlingo,etc.

* UtilizeSnapchattoengageviewersdaily

* Techadvancementsallowforfuturestandardization

* Existingextremesportsfan-baseThreats

Weakness

Opportunities* Existing extreme sports fan base

* Techadvancementsallowforfuturestandardization

* Trendy to be part of a subculture

* Socialmediaplatformssupportafan-basethat

otherwisewouldn’tbeexposedtothesport

* Community currently limited to surfers

* ISPisrecognizedbyOlympics,ASPisnot

* ComparedtoNBAandMLB,ASPisnotahousehold

name

* Limited opportunity to participate due to location

* Socialmediaplatformssupportafan-basethat

otherwisewouldn’tbeexposedtothesport

* Highbarrierstoentry* Needspecificknowledgetounderstandthesport* Limited air time during season* CompetingwithNBAandMLB* Homogeneityamongcurrentusersdiscouragesentry* Surfersdon’twantthesporttobecome“main-stream”* Geographic barriers* Nosurferequivalenttoa“hometeam”forfanstoroot for* Tarnished reputation* Mediaattentionprimarilywhenthingsgowrong(Ex:Someonegetsattackedbyashark,drugabuse,etc.)

* Subjectivejudging/hardtounderstandscoringscales

9

Key Issues and Opportunities

Opportunities for ASP are leveraging the trendiness of being part of a subculture. The primary target is part of the “hipster”demographic,whichisallaboutdifferentiatingthroughsubcultures.Sincesurfingisasubculture,ASPwillbenefitfromthisconnection.Somepotentialconsumersareextremesportsfanssincetheyarealreadyinterestedinsports that are not considered mainstream.

ASPshouldemphasizetheuniqueandbeautyofsurfing’sscenery.Watchingathletescompeteonabeach,intheoceanisrelaxingandappealingtowatch.ASPeventstransportviewersfromtheirurbanorruralenvironmentstothewarmwavesofasurfingevent.

KeyissuesforASParethatthereisalackofawarenessfortheirorganizationandsurfing.Sixty-onepercentofrespondentssaidtheydidn’twatchsurfingcompetitionsbecausetheydidn’tknowwhenorwhatchanneledtheyairedon[31].Thereisalsoagenerallackofknowledge.Twenty-fivepercentofrespondentssaidtheydidn’twatchsurfingcompetitionsbecausethedidn’tunderstandwhatishappening.Similartootherboardsports,thesubjectivejudgingmakesitdifficultforviewerstounderstandthescoring. ASPwillneedtocompetewithalreadyestablishedsportsorganizations,NFL,NBAandMLB.TheseorganizationsalsoallowfanstocheerfortheirhometeamwhereASPsurfersareindividualswholackthat“hometown”appealandthepersonalconnectiontotheirtownorcity.

10

Target Audiences Primary and Secondary

Meet Jake

“Jake”is21yearsoldandlivesinMinnesota.Hetooktosnowboardingatayoungageandhassincetriedskiingandwakeboarding.HisfamilytakesatriptoColoradotoskionceayearandduringthesummertheyspendmanyweekendsatthelakewhereJakelearnedtowakeboard.Hecomesfromablue-collarfamilywhocouldaffordtosendhimtoapublicuniversityintheMidwest.“Jake”followshisschool’sfootballandbasketballteamsclosely;hemakessuretowatcheveryoneoftheirgames.Hehasnoproblembeingthefirstoneofhisfriendstotryanewactivityortakeariskthathispeersarenotsureabout.Heuseshisbikeorskateboard to get to class so that he doesn’t have to rely on buses or a friend to drive him. “Jake”representsourtargetofcollegemales,ages18-24thatgrewupwithintheGreatLakesregion,whocurrentlywatchorparticipateinland-lockedextremesportsonceamonth(skiing,snowboardingwaterskiing).Theyareopinionleaderswhohaveanaptitudetotrysomethingnewandadventurousthatdifferentiatesthemselvesfromtheirpeers.Theyprefertoworkindependentlyandconsiderthemselvesoutgoing,physicallyactiveandenvironmentallyconscious.Thisgroupofpeopleismostlikelytohavesurfedinthelastyearandenjoywatersportswhileonvacation[25]. Theseactiveconsumerswhoareinterestedinlearningnewthingsandalreadyhaveaninterestinboard-sportsmakethemanidealSVC.

Meet Robert

“Robert”is48yearsoldandlivesoutsideofDetroitwithhiswifeandtwochildren.Hegrewuparoundboatsbutforlackofadocktriestotakethefamilycanoeingorkayakingatleasttwiceayear.AMichigannative,hewatchestheMichiganState,UniversityofMichiganandDetroitLionsgameswhenhecan,whichendsupbeingovertheweekend.Robertworksinsalesandtypicallymakescallsonhisown,dependingononlyhisskillsandknowledgetosuccessfullymaintainhisclients.SincehedrivesaroundtheDetroitareaeveryweekforwork,hepurchasedahybridcarafewyearsagotominimizehiscarbonfootprint. Robertrepresentsoursecondarytargetof25-55yearoldmenlivingintheGreatLakesregionwhowatchbroadcastsportsatleastonceeachweek,currentlyengageinwatersports(kayaking,paddleboarding,boating,orsailing)regularlyatleastonceperyear.Theyprefertoworkindependentlyandconsiderthemselvesoutgoing,physicallyactiveandenvironmentallyconscious.[26] Theseindividualsmakeaworthysecondaryaudiencebecausetheyareinterestedinwatersportsandsincetheyareheadingtowardsretirement,maybemoreinvestedonwatchingtelevisedextremesports. TheIslandsentasurveytonon-surfingindividualsandresultsrevealed:potentialsurf-erfansprefertoworkindependently,beincontrolofsituations,prefertobeoutside,prefertoengageinrelaxingactivities,andparticipateinsports.Thesepeoplealsoconsiderthemselvestobeenvironmentallyconscious,outgoing,physicallyactiveandmoderatelyhealthyeaters.Theyregularlyengageinwateractivities.[36] 10

Media Objectives

Target SeasonalityGeography The SVC of ASP are college malesages18-24whogrewupwithintheGreatLakesregion,whocurrentlywatchorparticipateinland-lockedextremesportsonceamonth(skiing,snowboardingorwaterskiing).[25]Theyareopinionleaderswhohaveanaptitudetotrysomethingnewandadventurousthatdifferentiatesthemselvesfromtheirpeers.[25]Theyprefertoworkindependentlyandconsiderthemselvesoutgoing,physically active and environmentally conscious.[25]

Light advertising begins in Novembertogenerateinterest.ItwillincreaseinJanuaryandFebruaryinconjunctionwithcompetitionseason.Heavy advertising begins in March and continues through October becausesurfingcompetitionsoccurfrequentlyduringthesemonths.Ingeneral the amount of advertising reflectsthequantityofsurfingcompetitions at any given time.

The advertising campaign is nation-widewithspecificconcentration in the Great Lakes regioninordertoincreaseawarenessof ASP. The Island believes it is strategic to push advertisements in the Great Lakes region because it is an untappedareawithmanypotential individuals interested in watchingsurfing.[25]

11

Media objectivesObjectives and Strategies Business Objective: IncreaseawarenessofASPby50%

Marketing Objectives1.Get10%ofNBA,NHL,NFLandMLBsportsenthusiaststoidentifyASPasasurfingorganization

2. Increase ASP social media presence by 35% by the end of 2014

3.Getextremesportswatcherstotuneintoatleast2broadcastedASPsurfingcompetitionsbytheendof2014

Advertising Objectives1. Convince SVC that competition judging standards are east to understand and comparable to other extreme sports judging standards2.IncreaseonlineviewershipofASP’slivecompetitionsby20%whileencouragingviewerstointeractwithASP’ssocialmedia feeds during and post events3.Highlight10surfingcelebritiesthatsportsenthusiastscanidentifywith,engagewithandfollowtheirperformances during competition4.Createsurfingeventhighlightshowsthatappealtothehighlyvisual,easy-to-processandentertainingcontentconsumedbytheaveragesportsviewerMarketing Strategies

1.RepositionASPastheforemostprofessionalsurfingassociationamongNBA,NHL,NFLandMLBsportsenthusiasts2.PromoteASPcompetitionsasaneasy-to-followandhighly entertaining event that is accessible and appealing to theaveragesportsviewer3.Repackagesurfingeventsasaproductthatisaccessibleacrossseveralmediums,easytofindandviewandcanbeviewedontheaudiencesown,time-specificschedule4.Positionsurfingasahealthierandcheaperalternativetoskiingandsnowboarding5.ASPwillbe“distributed”throughlive-streamingonESPN.com,theESPNlivescoretickerandadsairedonESPNtelevisionchannelsaswellasnetworktelevisionsta-tions(ABC,NBC)

Advertising Strategies1.Createanonlineinteractivecampaign/tutorialthatexplainsthebasicobjectivies,scoringscales,andterminologyofasurfingrun-throughvideosexplainedbyrecognizable2.Promoteuniquehashtagsforviewerstoengageinthebroadcasting(#sundaysurfers#saturdaysurfday)3.PlaceadsonYouTubeextreme-sportsrelatedvideostodirectviewerstoASP’swebchannel4.CreateInteractiveprofilesforviewerstolearnaboutsurfingcelebritiesthroughsocialmedia 12

Media ObjectivesScheduling

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

11am-2pm 11am-2pm 11am-2pm 11am-2pm 11am-2pm 2pm-6pm 11am-4pm

9pm-11pm 9pm-11pm 9pm-11pm 9pm-11pm 9pm-11pm

Online Advertising

Onlineadvertisingwillrunthroughouttheyear,decreasingandgrowinginconjunctiontotheseasonalityparametersoutlinedabove.Thechartaboveincludesthetimesoftheweekthatonlineadvertisingwillbeutilized.SincetheSVCarecurrentcollegestudents,theIslandaskedthefocusgroupabouttimesofthedaythattheyareonline.TheFocusGrouprevealsthatduringlunchtimehoursaswellasbeforebed(butafterstudyingforthenight)arethetimesthattheSVCismostlikelytobeonline.[25]

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

11am-2pm 11am-2pm 11am-2pm 11am-2pm 11am-2pm 2pm-6pm 11am-4pm

9pm-11pm 9pm-11pm 9pm-11pm 9pm-11pm 9pm-11pm

TV Advertising

TVadvertisingwillruntheweekpriortoASPsurfingcompetitions.TVadswillnotairoutsideofthisparameter(i.e.ifthereisnotasurfingcompetitioninthecomingweek,noadswillaironTVregardlessoftheoutlinedschedule).[25]

Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sept. Oct. Nov. Dec.Online Med Med High High High High High High High High Low LowTV Yes Yes Yes Yes Yes Yes Yes Yes

Yearly Advertising Summary

13

37%

27% 5%

1%

0%

9%

15%

2% 2% 2%

ASP Interac,ve Media Plan

Streaming Video

Streamig Audio

Social Media-‐Unpaid

Blogs

Social Media-‐Paid

App

Online Ads

SEM

Social MediaOverall Budget

14

Social Media: Overall Budget Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec. Total

Facebook The total cost of the social mediamanager(usedforFacebook,Twitter,Snapchat&Blogs)andon-sitevideoeditorwillbeplacedinthefirstmonth

$90,000 $90,000

Twitter The social media manager and on-sitevideoeditoralreadyaccounted for. Money spent is for#ASPXtremepromotions

$5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $30,000

Pandora Estimatesbasedon$15/cpmforaudio-everwhereadsinMarchandApriland$10/cpmforaudio-onlyfortherest.

$25,000 $25,000 $150,000 $150,000 $25,000 $25,000 $400,000

Spotify Estimatesbasedon$10/cpmfortile/audioads

$24,000 $24,000 $120,000 $120,000 $24,000 $24,000 $336,000

Youtube Estimatesbasedon$0.04CPC $50,000 $50,000 $400,000 $400,000 $50,000 $50,000 $1,000,000

Blogs Accounts for targeted blog-gers & sponsored blogs

$25,000 $25,000

Snapchat Extraworkforsocialmediamanager,soextramoneyspentinJanuary

$10,000 $10,000

Paid Social

The total cost of the promot-edTweetstoruninlateApril/early May

$10,000 $10,000

App Theone-timefeeforthede-velopment of the app

$250,000 $250,000

SEM Search Engine Marketing $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000

SEO Search Engine Optimization $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000

Landing Pages

Thewebsitetheuserlandsonafter click an ad

$4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $4,167 $50,000

Online Ads Thisincludesallrichmedia,takeover and video ads

$56,589 $93,753 $93,753 $47,753 $37,515 $17,655 $49,770 $41,250 $390,285

Total/Month

The combined cost of all digi-tal advertisements

$293,090 $210,254 $781,254 $735,016 $300,016 $30,156 $17,501 $12,501 $17,501 $12,501 $166,271 $152,751 $2,691,297

Yearly Budget Total: $2,691,297

MediaFlowchart:Thegreencellsindicatemonthswhenspecificmediumswillbeutilized.AllmediumswillbeactiveNovemberthroughApril.SelectmediumswillbeactiveinMay,June,JulyandSeptember.MediaBudget:Thecostofutilizingeachmediumisdisplayedper-monthandper-year.Thecumulativecostsitsinbottomrightcorner.

15

Creative Brief

Surf to Turf message:tobringsurfingtotheland-lockedstatesandinformthetargetaudiencethatASPandsurfingarerelevanttopeoplewhodonotliveonthecoastorparticipateinsurfing.

The tone of Surf to Turf is trendy,innovative,educative,adventurous,competitive and should feel inviting,likeyouhavethehookupintothisexclusiveclubandinvitingculture.Themanner that Surf to Turf willuseistoillustratesurfingasachallenging,competitive and athletic activitywhilealsoencouragingfanstojointhiscommunitybylearningaboutsurfersandfollowingthemintheircompetitions.Surf to Turfwillusebeach,earthy-bluecolorstoimitatethenaturalenvironmentassociatedwithsurfing.

Surf to Turf Surf to Turf

The role of advertising is to create andpromoteawarenessaroundsurfingandtheASPbrandwhilealsohighlightingthesport’sentertainmentvalue,accessibilityanduniquesub-culture.The“Surf to Turf” campaign(#Surf2Turf)willbeaimedateducatingpotentialfansaboutthesport,encouragingengagementwithathletesandcelebritiesandcross-promotingwithotherpopular sports in Middle America.

16

The BIG Event

When: Sunday, May 4th 2015

Time: 12pm - 4pm

Where: Malibu Beach, CA Benefits:well-knownandrespectedsurfinglocation,populardestinationforgeneralwaterenthusi-asts,easytomarket/promote,largeenoughareatohostalargeevent,locatedinadensesurfingspot.[32]

Drawbacks:runstheriskofbeingovercrowded,thelargewavesmaybetoomuchforamateursurf erstohandle,theremaybeunknownundercurrent/riptidesthatcouldbepotentiallydangerousforsurfing.Thespotmaybeover-used/oldnewstosurfingprofessionls.

What’s Happening at Surf to Turf PartnerwithPaulRuddandJasonSegel(actorsfromthesurfingscenefromthemovie,ForgettingSarahMarshall)andpopularMidwestfootballplayers-AaronRodgers,AdrianPeterson,CalvinJohnson,MattForteandhavepro-surfersteachthemhowtosurfforaday.TheeventwouldbringtheseathletestoCaliforniaforanall-daysurfingtutorialwithsomesurferpros,includingKellySlaterandsomeofourrisingstars.Theeventisalsoopentothepublicandwouldbeafreeeventthatinvolvestwoparts.Allofthefilm-ingfortheeventwillbedoneonourco-sponsorSamsungGalaxyS5.

Part1:KellySlaterteachesthecelebritiesandathleteshowtosurf.ThelessonistelecastedtoaliveTVfeedthatcanbeviewedonabig-screenonthebeachandonourYouTubechannel.ThehighlightsoftheshowwillbeformattedintoaspecialSundaysportssegmentthatwillaironABCandESPN.

Part2:LocalsurfinstructorsandASPsurfingprofessionalspersonallytutornewsurfingenthusiastsonhowtosurfandthebenefitsthatsurfingincorporates.

Surf to Turf

17

The BIG Event

Material Needed

Volunteers for all event functions

Multiple air conditioned

tents to entertain andcooldownour

participants

BeachTowels Beach chairs and umbrellas

Set-upandclean-upcrews ProductionCrew

Surfboards,Vanssurfingbooties,hats,drysuits,swimtrunks

SurfingInstructorsLifeguards

BWW’schickenwings,potatowedgesandsalads(with

TidalWaveHabanero)

Gatorade andwater

Medical kits and staffonsite

Promotional materials such as socialmedia;flyers;localnewspaper

ads;etc.

SamsungGalaxy S5

And Go Pro

Grand-standfor audience to watchtheevent

Surfingflagswithoursponsors’

logos

registrationandwelcome

booth

Wash station forpeopletoshoweroffin once they’re done

surfing

Port-A-Potties

ASP merchandise tent(thatalsosells

our sponsors’merchandise)

Disclosureformsforallsurfingparticipants

Local and national newsmediareporters

Outdoorwallsandgateswith

our sponsors’ logos

Police/securityand EMT on site for any potential

problems

RefreshmentsLife vestsBeach toys and

inflatableswimmingaids for children

Buoys to designate thepre-determinedswimmingandsurfingareas

18

The BIG Event

Lead Sponsor

Buffalo Wild Wings (BWW) BWWistheperfectpartnerforoursportsfan-basedcampaignasitbringstogethertheperfectaudience.Alongwiththis,BWWisapopulardestinationinmanycollegetowns,whichmeansthatourpotentialSVCwillencounterouradvertisements.Alongwiththis,BWWoffersagreatsportingcultureatmosphereformajorsportingevents,andtogetrecognizedasalegitimateandentertainingsport,itisimportantthatASPpositionsitselfalongsidethemain-4sportsprominentlyfeaturedatBWW.

Pre-Event ASPshouldadvertisethe“SurftoTurf”eventatBWWstarting6-monthsbeforetheevent.Themenuitemiscalledthe#Surf2Turfandisbasically8bonelesswings,servedwithourASPTidalWaveHabanerowingsauce.ThemealisservedonaminiASP-brandedsurfboardpaperplate.Itisalsoaspecialitembecauseifyouorderit,yougetenteredintotoasweepstakestowinatriptoCaliforniatoparticipateintheevent.Also,10%ofthefundsfromtheordergotoASP-sponsoredcharities.Thefeaturedwingsaucecalled“TidalWaveHabanero”thatisASPbrandedcanbeorderedseparatelyfromthe“SurftoTurf”meal.

During Event ThelivefeedofthefourhoureventwillbestreamedtoaselectnumberofTVSinMidwest-basedBWWs.ThisgivesusyetanotheravenueforcontentdistributionthatshouldreachalargeamountofourtargetSVC.TheBWWpatronswhoarewatchingtheeventwillhavetheopportunitytotweetapictureoftheirmeal,alongwiththe#surf2turfhashtagforachancetobeenteredintoacontestthatwillgive-a-way10ASPsurfboardssignedbyallthecelebrityparticipantsoftheevent,alongwithagrandprizeof$10,000andachancetoattendtheASPworldchampionshipevent.

Post-Event ThePost-Eventwillhavetailgatesthatbringasurfing-demomoduletoNFLstadiumsintheGreatLakesregion(Minnesota,GreenBay,Detroit,Chicago,Cincinnati,ClevelandandIndianapolis)andhavepeopleexperience“ridingawave”.ThiswouldtakeplaceonthefirsttwoNFLSundaysandwouldhappenbeforethegamestarts,duringthetailgatetime.PeoplecanregisteratthetailgatetobeenteredintoadrawingtogotoCaliforniaforthe“SurftoTurf”event.Theon-siteboothwillhaveTV’sshowingbothASPevents,alongwiththepreviousyear’s“SurftoTurf”event.

19

The BIG Event

Secondary Sponsors

• SinceGatoradeistheofficialsportsdrinkfortheNFLandNBA,itmakesperfectsensefromabrandpositioningstandpointtopartnerwithsucharecognizablesportingbrand

• TheGatoradelogowouldoccupyaprominentplaceonallofASPmerchandiseandadvertisements,alongwithbeinggivenawayduring the even

• Alongwithbeingthesoon-to-beofficialphoneofASP,thenewvisuallystunningandwaterproofSamsungGalaxyS5wouldbe theofficialphoneoftheevent[31]

• SurferswouldusethephonetosendSnapchatsofthemselvesduringtheevent,alongwithlive-tweetingtheevent• AllofthecontentrecordedfromtheeventwillcomefromtheoutstandingvideocapabilitiesoftheGalaxyS5,whichwould

alsohighlightitsnewwater-prooffunctionasthemajorityofthefilmingwouldtakeplaceinthewater[31]• SamsungisagreatbrandrepresentativeforASPasthetrendyandtech-savvyproductstheycreateareperfectforourSVC[25]

• Thecameracompanyhasayoung,tech-savvyaudiencesimilartoASP’s[25]• SysomosshowsGoProtobeoneofthetophashtagsusedwithtweetsreferringtosurfingortheoceansoit

makessensetouseacompanythattheaudienceisfamiliarwith[21]• GoProwouldsponsoraphotoshootattheeventinwhichparticipantscanhavetheirphototakenandshareit

viaTwitterbyusing#Surf2Turf• Thephoto-shootwouldprovideagreatopportunitytopromoteengagementwithourcurrentaudienceandalsostimulateengagementwithaprospectiveaudiencethroughsocialmediasharing

20

The BIG Event

Media Sponsorship

ASP should absolutely have media sponsorships as it gives us reliable andconsistentplatformstodistributeourcontenttoanaudiencethatwillpotentially include our SVC. The IslandplansonhavingbothESPNandYoutubeastheprimarymediasponsorships.Benefitsincludegivingusanavenuetoalargerangeofourcoretargets,alongwithprovidinguswiththeopportunitytolivestreamoureventcontenttoourYoutubechannelandtheESPN3platform.[37]

Five potential radio stations for event advertisement: Pandora Stations: 1.JimmyBuffet 2. Bon Iver 3.JackJohnsonOther stations: 4. Big 10 College Student Radio Stations 5.MainradiostationsformajorMidwesturbancitiesincluding Chicago(101.9theMix),Detroit,Milwaukee(102.1),TwinCities

Primary Radio Stations TheprimaryradiostationwillbePandora,asourSVCusesthisstationmore than traditional outlets Alongwiththis,theselectedartistchannelswewilladvertiseonaretailoredperfectlytoourbrandimageandtheoverallsurfingcultureasawhole.Inreturnforpromotiononthesestations,wewillgivethestationsaspecifiedamountofmoneypereachtargetSVCimpression. 21

CharitiesOperation AmpedMission:“Togivebacktothosewho’vebeenwoundedinservicetoourcountrybyteachingthemtosurfandsharingourloveoftheocean.”[26]Why it makes sense: Giving back to our nation’s veterans has been a prominent PR mission of many recognizable brands,includingmostrecently,Budweiser.Budweiserrananextremelysuccessfulveteran-basedcommercialduringtheSuperBowl,whichreceivedgreatreviewsfromthecasualsportsaudience,andidealtargetwealsowanttoaimat.[27]Alongwiththis,itisnosurprisethatpeoplerespondpositivelytothesecharitablepursuits,whichwouldbeawesomeforrepairingandpromotingournewbrandimage.[27]

Sustainable SurfMission:“SustainableSurfseekstohelptransformthesurfindustryandcommunityfromitscurrentunsustainableoperatingmodeltoaglobalmodelofsustainabilityinaction.”[28]Why it makes sense:GoingalongwithASP’snewbrandimagewhichispromotingthetrendycommunityofsurf-ing,itisimportantthatwepartnerwithanorganizationthatpromotesapositivesustainablelifestylethatmanysurfersengageinandrespondtopositively.[24]ThiswouldalsobeagreatwaytorebuildASP’sbrandimage

Michael Phelps FoundationMission:“Tofocusongrowingthesportofswimmingandpromotinghealthyandactivelives,especiallyforchildren.”[29]Why it makes sense: Besidesfrompartneringwithoneofthethemostrecognizablenamesinaquaticsports,sponsoringtheMichaelPhelpsFoundationwillbeagreatwaytogetmorekidscomfortableandconfidentintheirswimmingabilities.ThismakessensefromanASPstandpointbecauseobviouslyswimmingisahugepartofsurfingandtrainingyoungkidsearlyontohavefuninthewatershouldleadtoanewgenerationofwaterenthusiasts,whichwillinreturnhopefullyleadtonewsurfers.

22

PR Alliances

Samsung Galaxy S5 TheS5’sbigscreen,greatpicturequalityisperfectforcapturingtheinstantaneousmomentsofsurfing.AstheofficialphoneofASPitwillappealtothevisualnatureofthesportanditsnewwater-proofframefitsintotheaquaticlifestylethebrandrepresents.TheS5connectstoourprimarytargetwhoaretechsavvyanduptodatewithnewgadgets.[24]Allphotographyandvideorecorded(Instagram,Twitter,Snapchat,etc.)atthe“SurftoTurf”eventwillbetakenanddistributedontheS5.SurferswillalsogetachancetouseitinthewaterduringboththeeventandallASPcompetitions.

Nike Fuel-band ASPsurferswilldebuttheusageoftheFuel-bandatthe“SurftoTurf”event.Thebandtrackstheactivityofitsusersandencouragesahealthylifestyle,whichisrelevanttotheprimarytarget.ASPsurferswillwearthesebandsduringtheircompetitionssopeoplecantrackhowmuchenergytheyareexpending,caloriesburned,etc.ThiscouldbedoneeitherviaanewmobileapplicationorASPTwitterfeed.Duringtheevents,thecaloriesburnedbythesurferswillvalidatetheathleticismneededforFuel-bandusersandprofessionalsurfers.Especiallyappealingtotheprimarytargetwholiveanadventurousandactivelifestyleandwanttofindnewandengagingwaystobephysicallyfit.

Van’s Surfing Booties VansbrandedbootiesarepopularamongstASPsurfersandwornduringcompetitions.Duringthe“SurftoTurf”eventeveryonewillreceiveafreepairofthesebooties.TheNFLplayerswillpromotetheirusageontheirsocialmedia(side-by-sidepictureofafootballcleatandsurfingbootie)topositiontheASPbrandnextto“Turf”sports.Inselectboxes,10luckyattendeeswillfindagoldentickettoattendafutureASPcompetition.Thispromotionalopportunitywillbegin6monthspriorto“SurftoTurf”andwillpromoteonallofoursocialmediafeeds.WewillincorporateSnapchatbysendingpicturestoourfollowersofthecurrentlocation of one of the golden tickets. Vans represents the trendy culture that is a very relevant brandtoourSVCandthecrosspromotioncouldleadtoheightenedawarenessofASP.[25]Thesebootieswillbetheofficialsurfingbootieofourcompetitionsandespeciallyduringthepromotional event.

23

Media Buying

Online Advertising Media Anaylsis and BuyRole of Online advertising

The primary target are males between the ages of 18 and 24, a demographic that spends much of their time on a daily basis online. Online advertising is the best way to

reach and interact with our primary target because online advertising opens a two-way communication between ASP and the consumer. Relative to other advertising forms,

online ads are more cost effective. This achieves our objective of brand awareness through and social media presence by reaching and connecting to the consumer.

24

Data Analysis Simmons

1.ESPN(IndexNumber:209)2.NFL.com(IndexNumber:260)3.MTV.com(IndexNumber:256)

UsingSimmons,TheIslandranasearchformediahabitsofthetargetmarket,“Jake.”WithoutduplicatingwebsitesmentionedineithertheSimmonsorQuantcastdatabasedonreachorcomposition,thethreewebsitesabovearepopularwiththetargetmarketandselectedbecausetheyhavehighindexes.

BasedontheSimmonsresultsabove,itisclearthatourtargetdemographicvisitsthesesitesfrequently.Thismeansthatplacingadvertisingconsistentlyonthesesiteswillgetourmessageacrosstothepeoplewewantseeingit.Alongwiththis,thesiteslistedaboveareperfectforthetypeofmessagingstrategyforthiscampaign,onebasedaroundconnectingthebrandtothelargercore-4sportingbrands,alongwithtargetingonamoremainstreamsitelikeMTV.Also,beingthatthesesitesreceiveheavytraffic,it’sreasonabletothinkthatourlargeamountoftargetdemographicwillbeexposedtoouradvertisingonaconsistent.InregardstotheSurftoTurf,advertisingonasitelikeNFL.commakesperfectsenseaspeoplewhoareinterestedenoughinthesporttovisitthewebsiteshouldbeveryinterestedinaneventthatshowcasesbignameNFLstars.[25] 25

Data Analysis Simmons

Website Rank Website Name Reach Index1 itunes.com 38% 2962 wikipedia.com 28% 1803 ebay.com 26% 1294 bestbuy.com 25% 1905 craigslist.com 24% 1226 mapquest.com 21% 987 paypal.com 20% 1918 myspace.com 16% 2649 cnn.com 15% 185

10 att.com 14% 17311 bing.com 13% 11612 gamespot.com 11% 45813 autotrader.com 9% 22314 foxsports.com 9% 26215 barnsandnoble.com 8% 11616 fandango.com 7% 18317 ticketmaster.com 7% 13618 cheaptickets.com 7% 12419 bizrate.com 6% 39820 movies.com 6% 204

Simmons Data Based on Reach:

Website Rank Website Name Composition Index1 gamespot.com 7% 4582 bizrate.com 6% 3983 shopzilla.com 6% 3854 itunes.com 5% 2965 myspace.com 4% 2646 foxsports.com 4% 2627 autotrader.com 4% 2238 download.com 4% 2239 movies.com 3% 204

10 bestbuy.com 3% 19011 paypal.com 3% 19112 fandango.com 3% 18313 wikipedia.com 3% 18014 blockbuster.com 3% 17915 att.com 3% 17316 sprint.com 3% 17317 earthlink.com 3% 17218 cnn.com 3% 16519 fox.com 2% 15420 movietickets.com 2% 151

Simmons Data Based on Composition:

Explanation SimilartotheQuantcastdata,thesesiteslistedintheCompositionchartarenotheavilyusedbythetargetandThe Island wouldnotrecommendadvertisingonthesesites.ThetopsevensiteslistedintheReachchart,however,makemoresense to advertise on since the target makes up at least 20% of the audience. The Island recommends that ASP should focusonlineadvertisementsonthesesitestooptimizedollars.[25]

26

Data Analysis Quantcast

Website Rank

Website Name Composition Composition Index

1 iransong.com 7% 3692 abandonia.com 5% 2783 lazygirls.info 5% 2434 solecollector.com 5% 2435 wowpedia.org 5% 2356 justpushstart.com 4% 2167 guyism.com 4% 2148 emulator-zone.com 4% 2149 penny-arcade.com 4% 206

10 coolrom.com 4% 19711 somethingawful.com 4% 18512 questionablecontent.net 4% 17813 gsmarena.com 4% 17814 battledawn.com 3% 17615 gamecopyworld.com 3% 17516 curse.com 3% 17417 the-magicbox.com 3% 17418 comicsalliance.com 3% 16919 animenewsnetwork.com 3% 16620 allhiphop.com 3% 165

Website Rank

Website Name Reach/ Coverage

1 google.com 65%2 msn.com 31%3 yahoo.com 26%4 amazon.com 20%5 answers.com 19%6 ebay.com 16%7 live.com 15%8 wikia.com 14%9 about.com 12%

10 aol.com 12%11 yelp.com 12%12 reddit.com 12%13 ask.com 10%14 imdb.com 7%15 weather.com 7%16 urbandictionary.com 6%17 photobucket.com 6%18 apple.com 5%19 wellsfargo.com 5%20 nydailynews.com 4%

Quantcast Data Based on Composition: Quantcast Data Based on Reach:

Explanation:ThesesiteslistedintheCompositionchartarenotcommonlyusedbythetarget,asevidencebythepercentageofthetargetthatvisitsthesesites.ASP’stargetmakesupatmost7%oftheaudienceofthesesites.Sincetheyarenotverypopularwiththetarget,wewouldnotconsideradvertisingonthem.Thesearethetop20sites,basedonReach,mostlikelytobevisitedbytheSVC.The IslandrecommendsthatASPshouldfocusonlineadvertisementsonthesesitestooptimizedollars.[38]

27

Specific Targeted Websites Websitesourtargetislikelytovisitinclude:1. EAsports.com2. MLB.com3.NHL.com4.NBA.com5. MTV.com 6.NFL.com7.Marketwatch.com8. Bleacherreport.com 9.WSJ.com10. Time.com

Alotofthiscomesfrombasicintuitionandextensiveknowledgeofourtargetdemographic.Thetargetiscollegeeducated;itmakessensethattheywouldfrequentlargenewsaggregatorsiteslikeWSJandTime.Thisalsoimpliesthattheyaregettingtheirnewsonlineasopposedtonewspapers.ThisalsogoesforMarketWatch,asitededicatedtoinvestorswithqualityinsightsintothestockmarket,awebsitethatinterestsyoungprofessionals.ItwouldbebeneficialforASPtoadvertiseonthesesitessincethetargetisatastageinlifewheretheywanttolearnaboutinvestingandsavingsandwouldvisitsiteslikethisforinformationonhowtobecomesuccessfulfinancially.[25]

SiteslikeMLB,NHL,NBAandNFLarealsoverylikelytobevisitedbyourtarget,as“Jake”isanavidsportsfan.Sportsfansvisitthesesitesfortheirinformation.Also,advertisingonthesesitesisimportantfromabrandingstandpointasourtargetmarketmayseeadsforASPinconjunctionwiththesemorepopularsportsandbegintoassociateourbrandwiththeirs.SiteslikeBleacherreportandEAaregreatchoicesastheyfulfilltwodifferentfunctionsrelatedtosports.Bleacherreportisawell-knownsportsaggregatorthatmanyfansgotoforfurtherinformationandopinionontheirfavoriteteam.EAisagoodchoicebecausemanysportsfansconsequentlyplaysportsvideogamesandEAisoneofthebiggestpublishersofsportsvideogames.Advertisingonthesesportssitesisagreatwaytosurroundoursportenthusiastictargetwithouradvertisements,insteadofnarrowingourselvesintoonespecificcategory.[25]

28

Online Advertising Creative Recommendations Online Advertisement Selections

1. High Impact; Custom Integration

What:• Custom integration is a program

made by the site to integrate advertising into content

• Thiswillmaketheadslookliketheyare part of the articles and pictures alreadyonthewebsite

Why:• TheSVCislikelytoblockads[37]• Usingcustomintegration,they

wouldbemoredrawntoanadthatlooks like content or something already part of the page they chose to look

• Results from a focus group study showedthatamajorityofcollegestudents use ad blockers online wheneverpossible;theypreferjustnottoseeorbebotheredwithads

Timing:• April:onemonthbeforetheBuffalo

Wild Wings Surf to Turf • Promote to generating buzz about

the ASP event

2. Rich Media; Rollover Animation

What:• Rich media ads are banners that

contain interactive elements that are more elaborate than a usual static ads

• Userschoosetointeractwiththembyscrollingoveror“rollingover”theimage or text and the ad appears and enlarges

Why:• Interactiveadswillgettheattention

ofourSVC,Jake,betterthana• stationary ad because it engages the

SVC• ASPcouldusearichmedia,rollover

ad to promote an event. Once the userengageswiththeadandtheanimationbegins,thesurferstartstheirdescentdownthewaveandaftertheyreachthebottom,theuserispromotedwithawebaddressformore information about the event and ASP

Timing:• SundaythroughThursdayat11am-

2pmand9pm-11pmbecausetheseareperiodsofthedaywhentheSVCusestheInternetthemost[37].

3. VideoWhat:• Video ads can range from 30

secondsto30minutesandsawa205% increase over the last year

• In response to shorter attention spans andincreaseinpopularityofvideo,TVshowandmoviewatchingonline

Why:• Creating a video full of action and

funsurfingvideoswouldcapturetheSVC’s attention

• The Millennial generation also tends to be more technically savvy makingthistypeofadpopularwiththe primary target

• ASP could use footage from surfing competitions in their ads to attract userstowatchthewholeadofwarmweatherandactionpackedevents

Timing:• The SVC often returns home after

classorthelibraryandcanwatchvideoswithvolumecomfortablyaround8pmuntil2am.Heretherearenovolumerestrictionsfortheviewerand they are more likely to engage morewiththead

29

Online Advertising Targeting

Composition-based targeting is exclusively running advertisementsonwebsitesthattheSVCismostlikelytovisit.WebsitesarechosenwhentheeditorialcontentisinlinewiththeSVC’sinterestsandpreferences.TheIslandfirstchosewebsitesthathadsimilar brand and content messages to ASP’s and then used Quantcasttoanalyzetheaudiencecompositionandreachofeachwebsite.Finally,TheIslandchosethetenmostoptimalwebsitestorunadvertisementson.Composition-basedtargetingisthefirststepforonlineadvertising.OncewebsitesarechosenotheronlineadvertisingtargetingstrategiescanbeimplementedtobetterreachtheSVC.[37]

Day of Week and “Day-Parting” targeting is running advertisements on strategic days or times of day that the target audience is most likely tobeonline.Thisstrategyiseasytoexecute,relativelycheap,andhasverylowpremiums.TheoutlineofwhattimesonwhatdaysASPwillrun advertisements is outlined in the scheduling section of the media objectives.Theseslotswerechosenbasedononlinebehaviorofthestrategic value consumer. They tend to use the Internet more heavily aroundlunchandagainatnight.[37]

Geo-targetingisrunningadvertisementsinspecificgeographicregions.Forexample,theSVC‘Jake’isfromtheGreatLakesareaoftheUnitedStates.Geo-targetingisexclusively running advertisements to users in this area. BecauseASP’sSVCisspecifiedbyregion,Geo-targetingallowsASP to optimize advertising dollars by limiting advertisements toareasweknowtheSVClives.[37]

30

Online Advertising Targeting

Behavioral targetingaggregatesInternetactivitydatasuchassearchqueriesandbrowserhistorytoidentifyindividualswho’veengagedinonlineactivityconsistentwithbehaviorsoftheSVC.ASPcanthenspecificallyserveadvertisementstotheseindividualsonmultiplesitesopposedtotargetingoneaudienceononesite.[37]

Data model targetingidentifiesatargetgroupbasedoffofuserengagementwithabrandoractivitysimilartoASPandthenusesthatgrouptofindothersdisplayingsimilaronlinebehavior.Forexample,userswhoactivelyparticipateinonlinefantasyfootballleaguesarelikelytoalsoenjoyASP’sonlinefantasytournament.DatamodeltargetingidentifiesotherusesdisplayingbehaviorsimilartofantasyfootballplayersandservesthemASPadvertisements.[37]

Weather-triggered targetingrunsadvertisementswhentheweathermatchespredeterminedcharacteristics.ASPthencraftsspecific,weather-relatedmessagestotargetconsumers’mindsetsduringstormy,coldandwarmperiods.Stormyweathermessageswilltalkaboutlargewavesidealforsurfing.Coldweathermessageswillremindusersthatit’salwayswarmwithASP;watchingacompetitionorengaginginsocialmediacanserveasanescapefromthebadweathertypicalintheGreatLakesregion.Warmweathermessageswillremindusersthatsurfing,andthusASP,istheperfectwarmdayactivity.[37]

Sequential targetingutilizesadserversthatdetectwhenconsumershaveviewedonemessageandthendeliversthemthenextmessageinapredeterminedcue.Sequentialtargetingisutilizedtoexplaincomplexmessagesortellastory.Primaryresearchshowsalargereasonconsumersarenotinterestedinsurfingisbecausetheydonotunderstandtherulesofthesport.SequentialtargetingallowsASPtopromotecompetitionswhileexplaininghowtheywork.ThefirsttimeauserencountersanASPadvertisementtheywillbeservedabasicmessage.Eachtimethereaftertheywillbeservedamoredetailedmessageexplainingadifferentfeatureofsurfingcompetitions.[37]

31

Online Advertising Media BuyExplanation

ThereasonbehindthemediaplacementscomesfromwheretheSVCwouldmostlikelyvisit.TheIslandchosetoplaceheightenedmediabuys,usingmuchricherformsofonlineadsliketakeoversandtargetedrichmedia,asawayofgenerating as much buzz as possible leading up to the Surf to Turf event. The Island sees this event as the best opportunity ASP has to crossover and take audiences from mainstream sports so placing a lot of rich media on sites like NFL,NBA,MLBandNHL.Alongwiththat,byplacingmediabuysonspecializedinterestsiteslikeblecherreportandEA,TheIslandhopestheusersseetheadsandwillbegintorelateASPwiththesebrands,hopefullyleadingtoheightenedASPbrandtrustandengagement.AsforthemediabuysonWSJ,TimeandMarketWatch,theseadsareintendedtogeneratemoregeneralawarenessoftheASPbrandasthesesitesreceiveheavytrafficfromawideruserbase.TheIslandhopesthatthiscombinationthroughtheselectivemediabuyingperiodswillbothgeneratessolidawarenessfortheoverall ASP brand and generate heightened user engagement and buzz among the SVC in regards to the Surf to Turf event.[25]

32

Top 10

Sites

NameofSite

000’s Reached

by site

CreativeUnitForSale CPM Per Creative Unit

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec. Total

1 EA.com36 Takeover $15 2 3 536 Targeted Rich Media $12 1 1 1 1 1 5

36 Non-targetedRichMedia $9 036 Video Ads $15 0

2 NHL.com84 Takeover $15 1 1 1 1 1 584 Targeted Rich Media $12 084 Non-targetedRichMedia $9 0

84 Video Ads $15 03 MLB.com

97 Takeover $15 1 1 1 1 1 597 Targeted Rich Media $12 0

97 Non-targetedRichMedia $9 0

97 Video Ads $15 04 NBA.com

102 Takeover $15 1 1 1 1 1 5102 Targeted Rich Media $12 0102 Non-targetedRichMedia $9 0102 Video Ads $15 0

5 NFL.com240 Takeover $15 5 5 10

240 Targeted Rich Media $12 2 2 2 2 2 10


240 Video Ads $15 0

Online Advertising Media BuyOnline Advertisement month Insertions

Adswillrunonthese10specificsitesbecausetheytargetourSVC’sinterestsanddrawontheirneedsatthisstageintheirlives.Thesportssites,EAsports,MLB,NHL,NBA,NFLandBleacherreport,areallsitesthattheprimarytargetengageswithonanweeklybasis.[24]MarketwatchandWSJ.comarethetopsitesthat“Jake”goestoforeconomicandnewsinformation.ItwouldbehooveASPtoplaceintegrated,rolloverandvideoadsonthesesitesaccordingcertaintimesofdayanddaysoftheweek.

33

Top 10

Sites

NameofSite

000’s Reached

by site



6 MTV.com331 Takeover $15 0331 Targeted Rich Media $12 5 5 5 15


7 market-watch.

com84 Takeover $15 1 1 1 1 1 584 Targeted Rich Media $12 084 Non-targetedRichMedia $9 0

84 Video Ads $15 08 bleach-

erreport.com

97 Takeover $15 2 2 2 2 2 1097 Targeted Rich Media $12 2 4 4 10


9 WSJ.com151 Takeover $15 1 1 1 1 1 5151 Targeted Rich Media $12 5 5151 Non-targetedRichMedia $9 0151 Video Ads $15 0

10 NFL.com227 Takeover $15 1 1 1 1 1 5

227 Targeted Rich Media $12 0


227 Video Ads $15 0

Grand Totals 13 20 20 14 9 0 0 0 0 0 14 10 100

Online Advertising Media BuyOnline Advertisement month Insertions

34

Online Advertising Media BuyOnline Advertisement monthly Media Costs

Top 10

Sites

NameofSite

000’s Reached

by site



1 EA.com36 Takeover $15 $1080 $1620 $270036 Targeted Rich Media $12 $432 $432 $432 $432 $432 $2160


2 NHL.com84 Takeover $15 $1260 $1260 $1260 $1260 $1260 $630084 Targeted Rich Media $12 $1008 $1008 $1008 $1008 $1008 $504084 Non-targetedRichMedia $9 0

84 Video Ads $15 03 MLB.com

97 Takeover $15 $1455 $1455 $1455 $1455 $1455 $727597 Targeted Rich Media $12 0


97 Video Ads $15 04 NBA.com

102 Takeover $15 $1530 $1530 $1530 $1530 $1530 $7675102 Targeted Rich Media $12 0102 Non-targetedRichMedia $9 0102 Video Ads $15 0

5 NFL.com240 Takeover $15 $18000 $18000 $36000

240 Targeted Rich Media $12 $5760 $5760 $5760 $5760 $5760 $28800


240 Video Ads $15 0

35

Top 10 Sites

NameofSite

000’s Reached

by site



6 MTV.com331 Takeover $15 0331 Targeted Rich Media $12 $19860 $19860 $19860 $59580


7 market-watch.

com84 Takeover $15 $540 $540 $540 $540 $540 $270084 Targeted Rich Media $12 084 Non-targetedRichMedia $9 0

84 Video Ads $15 08 bleach-

erreport.com

97 Takeover $15 $21630 $21630 $21630 $21630 $21630 $10815097 Targeted Rich Media $12 $34608 $34608 $34608 $86520


9 WSJ.com151 Takeover $15 $2265 $2265 $2265 $2265 $2265 $11325151 Targeted Rich Media $12 $9060 $9060151 Non-targetedRichMedia $9 0151 Video Ads $15 0

10 NFL.com227 Takeover $15 $3405 $3405 $3405 $3405 $3405 $17025

227 Targeted Rich Media $12 0


227 Video Ads $15 0

Grand Totals $56589 $93753 $93753 $37515 $17655 0 0 0 0 0 $49770 $41250 $390285

Online Advertising Media BuyOnline Advertisement monthly Media Costs

36

Online Advertising Media BuyRecommendations Themediabuyingstrategyistograduallybuildupadvertisementinthemonthsbeforetheevent,inthehopethattheaudiencewillbecomemoreengagedthemoretheyseetheadvertisement-culminatinginalargeamountofadbuysoccurringattheendofAprilandthebeginningofMay,pre-event. ThetakeoveradswillbeplacedonMTV,NFLandEA,asthesearesitesthatareveryvisualinnatureduetothecontenttheypromote,meaningthatplacingatakeoveradwillcoordinatewellwiththerestofthesite.Also,becausethedemographicsofthesesitesskewyounger,itissafetoassumethattheyaremorelikelytoengageinentertainingandappealingmedia,regardlessofifitissponsoredornot.Asfarastiminggoes,theadswillbeplacedatthebeginningofouradvertisingperiod(November)andthenattheveryend(MarchandApril).ThisisbecausewewanttosparkexcitementwithintheSVCtostartthecampaign,holdthatexcitementwithothermediarichads,andthenbuildonthatexcitementintheimmediatemonthsleadinguptotheevent.[37]

Tosupplementthetakeoverads,thetargetrichmediawilloccuronthesamesites,butwilloccurinaconsistentpatternleadinguptotheevent.Becausetheseadsareinteractiveinnature,itmakessenseforthemtoappearmorethanonceonasiteastheSVCmaybeunkowingoftheadatfirst,butwhenheseesitasecond,wehopehewillinteractwithitfurther.Alongwiththis,thetakeoveradsandtargetrichadsactinunisontocreateacohesiveadvertisingmessageacrossthesethreesites,sothattheSVCisconsistentlyawareoftheeventandofASPinthemonthsleadinguptotheevent.[37] Thegoalofournon-targetedadplaces,onothermajorsportswebsitesandnewssitesistogetthemessageouttoawidevarietyofpeople,displayingaconsistentmessagethatpromotesASP.Wewillconsistentlyplacemediaacrossthese5websites(WSJ,marketwatch,NHL,MLB,NBA)inthemonthsleadinguptotheeventinthehopesthatThe IslandcanfindtheSVCatdifferenttimes,ondifferentsites,sothattheyaresurroundedbythemediamessagewhentheyengagewithsitesthatwewanttoassociatewith. ThevideoadswillactasafinalpostofsortstohelpgivethemessagetheconcludingpushitneedstogetinfrontoftheSVCforthelasttime.BecausethemajorityoftheseplacementswilloccurinApril,thevisualnatureoftheadvertisements,whichwilldepictsurfingcompetitionsmashedupwithNFLhighlights,willbeperfectinreachingtheSVCastheywillnotonlybeexcitedforsummerandniceweather,butalsothecomingoftheNFLseason.ThiswillalsobethelasttimetopromotetheNFLcelebritieswewillshowcaseattheevent,inthehopesthattheSVCrealizesjusthowawesometheeventwillbe.[37]

37

Online Advertising Rich media Adverisement: Habanero Tidal Wave

InordertohelpgetthetargetexcitedaboutSurftoTurf, The Islandcombinedafewelementsfromtheevent.BuffaloWildWingsisthemainsponsorsotheadvertisementhasKellySlaterridingdownthewaveonabottleofHabaneroTidalWave”sauce,thesaucecreatedforthisevent.Bytheendofthead,theconsumerhasreadashortstoryaboutthesurfingexperienceandSlaterhasmadeittothebottomofthewave.WefeelthatourtargetwouldgetexcitedabouttheideaofridingawaveonabottleofBuffaloWildWingssauce.

38

Online Advertising Rich media Adverisement: ASP Welcomes Aaron Rodgers

Thisbanneradusesacelebrity-basedapproachtoconnectASPwiththeSVC’sfavoritefootballathletesandteams.TheIslandistargetingaprimarilyMid-westdemographic.TheadwillswitchbetweenAaronRodgers(current),AdrianPeterson,CalvinJohnsonandMattForte,basedonwheretheimmediateconsumerlies(Wisconsin,Minnesota,MichiganandIllinois).Alongwiththis,thefour-panelframebuildssuspenseandengagementaseachframeleadsintoeachother,withthefinalpayoffbeingtherevealofourSurftoTurfevent.Italsoincludesahyperlinkattheendthattakestheviewertotheevent-landingpage.Thetotalcostoftheonlineadvertisingmediabuy,forbothadvertisements,is$248,655. 39

Search Engine Marketing AdvertisersonsearchenginesuseSearchEngineMarketing(SEM).SEMispaidadvertisingthatallowsfortheadvertisedbrandorcompanytoappearatornearthetopofacustomers’searchdependinghowmuchthebrandor company pays. The company is not charged until the customer clicks on the link. ASP can use SEM to ensure that theirwebsiteandnameisalwaysatthetopofthesearchresultpageforsurfrelatedsearches.ThiswillalsohelpwithbrandawarenessbecauseeveniftheuserdoesnotclickonASP’slink,theywillstillseeASPasthefirstresultassociatedwiththeirsurfingsearch.[37] SEMwillallowASPtogettheirbrandtothe top of the search result for certain keywordsthatthecompanyorbrandpaysfor.Customersdon’talwaysclickontheads,butthecompanystillbenefitsfrombeingthefirstname the consumers sees and associates it to theirsearchword.Thisismuchmoreeffectivethanplacinganadonawebsiteorinanareawherethecustomermightlook.OnaGooglesearch,userstendtolookatthetopthird,specificallythetoplefthandcorner,ofthesearchresult.Asatopsearchresult,thisiswhereuserswillseeASP’snameandwebsitelink(36,J445April3rdlecture).Thiswaywhentheyaresearchingforsurfing,beaches,orwarmweathersportsASPwillbethefirstbrandthatcomestomind.[37]

Whensearching“surfingcompanies”,“RipCurl”cameupfirstand“Reef”cameupfourthinorganicresults.Therewerenopaidsearchresultsforthekeywords“surfingcompanies,surfing,surfingassociationsorsurf.”ASPcameupsecondbehind“InternationalSurfingAssociation”inthesearch“surfingassociations.”SinceothersurfingcompaniesandbrandsarenotbuyingSEM,ASPcouldbuytheirbrandnamessothatwhenevercustomersaresearchingforanythingrelatedtosurfingASPcomesup.Althoughthiscouldraiseethicalconcerns,itcouldalsobeabold,competitivemoveforASP.

40

Search Engine Marketing 100 Keywords

Offensive (35)1. Bestsurfing2. Wave(s)3. Surfer4. World tour 5. Surf Instagrams 6. Reef7. International competition 8. Beach 9. Best beach spots 10. Extreme sports11. Australia12. Hawaii13. Brazil 14. Exoticwarmplaces15. Surf board 16. Surfingbooties17. Surfingspots18. Howtosurf19. Surfingtutorial20. Surfingclasses21. Snowboards22. Best places to ski23. Bestplacestosnowboard24. Surf and Turf25. Benefitsofsurfing26. Funwaystoexercise27. Tidalwave28. Things to do outdoors

29. Things to do at the beach30. What do you need to surf?31. Placestobuysurfinggear32. Bestplaceforwings33. Best surfers34. Surfingvideos35. RidingthewaveDefensive (11)1. Surfingassociations2. Bestsurfingeventever3. Whatissurfing4. Where can I learn to surf5. Surfingorganizations6. Top surfers7. Surfingandsocialmedia8. Whatdosurfingandsnowboardinghave in common9. Surfingprofessionals10. Coolest surfers 11. HottestsurfersBranded (15)1. AssociationofSurfingProfessionals2. aspworldtour3. BuffaloWildWings4. Paul Speaker 5. Go Pro6. ESPN7. YouTube8. Quicksilver

9. SurferswhowearVans10. SurferswhowearConverse11. Rocky 12. Reef 13. Bodyglove 14. Gatorade 15. Samsung Competition (15)1. Competition2. Surfingchannels3. Wheretowatchsurfingonline4. International tournaments 5. Surfingcommentators6. Surfingjudges7. Surf rankings 8. Rip Curl Pro Bell’s Beach 9. QuicksilverProGoldCoast10. DrugAwareMargaretRiverPro11. Billabong Rio Pro 12. FijiPro13. JBayOpen14. Billabong Pro15. MavericksSurfingCompetitionCelebrities (10) 1. AaronRodgerssurfing2. KellySlater3. CalvinJohnsonsurfing4. MattFortesurfing5. PaulRuddsurfing

6. JasonSegelsurfing7. KoloheAndino8. Carissa Moore 9. AdrianPetersonsurfing10. AdrianoDeSouzaMisspellings (14)1. Surfingassocation2. AdrienoDeSuza3. KeyoAndino4. Serfing5. X-tremesports6. Hawie7. Habanero8. Surfar 9. Beech10. Aulstralia 11. Utube12. FegeePro13. World Toure14. MavaricksSurfingCompetition

41

Search Engine Marketing Google Adwords

List#1 List#21. World Tour 1. Surf Instagrams2. Best beach sports 2.Bestsurfing3.AdrianPetersonsurfing 3.Surfingspots4.AaronRodgerssurfing 4.Funwaystoexercise5.KellySlater 5.SurfingtheWeb6.MavericksSurfingCompetition 6.Bestsurfingeventever7.QuicksilverProGoldCoast 7.Whatissurfing8.Wheretowatchsurfingonline 8.AssociationofSurfingProfessionals9.AssociationofSurfingProfessionals 9.aspworldtour10.aspworldtour 10. Go Pro

11.BuffaloWildWings 11.Wheretowatchsurfingonline12. Paul Speaker 12.MavericksSurfingCompetition13. Go Pro 13.KellySlater14.Surfingtheweb 14.AaronRodgerssurfing15. Where can i learn to surf 15.PaulRuddsurfing16.Surfingspots 16.JasonSegelsurfing17. Best beach spots 17.YouTube18.Surfingvideos 18.Quicksilver19. Surf and Turf 19. Surf to Turf20.Howtosurf 20.SurfingAssociation

Analysis Thetopkeywords,asselectedbyThe Island,fromthemaster100keywordlistwereputintotwolists.BothlistspullwordsabouttheSurftoTurfeventandlearningaboutsurfingingeneral.ThepurposeoftwolistsistocompareresultsonGoogleAdword,whichgenerates estimates for clicks and cost of purchasingkeywords.Theresultsareasfollows:List#1ofkeywordsisestimatedtogetbetween0and427,000clicksperday,between381,000and143,000impressionsperdayandcostbetween$0.00and$792,000perday.ThesewordsalsobroughtASPtothe1stor2ndadpositioninthesearch.Afterabout$4CPCtheclickratestaysaround4,000soitwouldn’tmake sense to invest more money in this set ofkeywordsafterthat.List#2ofkeywordsforthatsame$4CPC,theclickrateisbetween122,000and149,000clicksperday,between234,000and286,000impressionsperdayandcostsbetween$198,000and$241,000perday.ThislistofwordsgetsASPtothe2ndadposition.[39]

Competitors’Keywords Asmentionedearlier,ASP’scompetitorsarenotpurchasingkeywords,however,inGoogleAdwordthekeywords:“MavericksSurfingCompetition”“BuffaloWildWings”(SurftoTurf’ssponsor)and“surfingvideos”cameupwiththehighestnumbers.ThissuggeststhesewordscameupinsearchesforASP’scompetitiontoo.Thekeywords“wheretowatchsurfingonline”,“AssociationofSurfingProfessionals”and“aspworldtour”showedthatnoneofASP’scompetitorscameupwiththesesearches.ThisisanadvantagethatASPshouldplayto,especiallysincesurfingcompetitionsaremainlyshownonline,buyingthekeyword“wheretowatchsurfingonline”wouldbringfanstoASP’swebsite.

42

Search Engine Marketing Search Ads

SeasonallythisSEMadcouldbeusednearthemiddle/endofwinter(January-March).ThisgivesconsumersachancetobookplaneticketstoCaliforniafortheeventorplanmoreinadvanceforbeingabletogo.ThisadfeaturesAaronRodgersandwouldbeplacedinWisconsin,butSurftoTurfwillhaveAdrianPeterson,CalvinJohnson,MattForte,whichwecansubstituteinforeachappropriateregion/state.[39]

Seasonally this SEM ad could also be placed near the middle or end of thewinter(January-March)sothatconsumerswhoareinterestedinlearninghowtosurfaredrawntotheeventthroughthispromotion.ThisadcouldbeplacedthroughouttheMidwestaswellasCaliforniawheretheeventistakingplace.Thiswayitreachesourtargetmarketbutalsolocalpeopletodrawmorepeopletotheevent.[39]

SeasonallythisSEMadcouldrunaroundSpringBreaktime,(lateFebruary-April).Ourtargetmarketwillbesearchingforcheaperorfreeevents/activitieswhiletheyareonvacation.Thiswillbringmoreawarenessoftheeventandattractourtargetmarket,Jakeandhisfriends,tocometoCaliforniaforSurftoTurf.GeographicallythisadwillrunintheMidwest,whereconsumersarelookingforsomethingnewtodoinaplacethatdoesn’thavesnow.[39]

43

Search Engine Marketing Search Ads

SeasonallythisSEMadcouldrunclosertothetimeoftheevent(April-May).Thisadwillcreatenewhypefortheeventasconsumerssearchfornewworkoutstodointhewarmerweather,sincesnowwillbemelting.GeographicallythisadwillrunintheMidwestandCalifornia.ItwilldrawactiveMidwesternerslookingtoenjoyactivitiesoutsideandCalifornianswhoarelookingtotryorgetbetteratsurfingbeforesummer.[39]

SeasonallythisSEMadcouldruntheweeksleadinguptotheevent(endofApril-May).Thepurposeofthisadistogetpeoplethatalreadyplanonbeingorlive in California to come to Surf to Turf. By this point the target market in the Midwestwillhavealreadypurchasedtheirplaneticketsandaremakingtheirarrangements.GeographicallythisadwillrunintheMidwest,CaliforniaandanyareaswhereplanesmightlayoverfortravelerscomingfromtheMidwest(ex.Dallas,Denver,LasVegasetc).ThetotalcostforSEMwillbe$50,000.[39]

44

Search Engine Optimization SearchEngineOptimization(SEO)isasearchenginestrategythatbusinessesutilizetodriveonlineuserstotheirwebsitewhensearchingonsearchengines,likeGoogle.Asanaturalororganic,unpaidsearch,SEOcan“generateawareness,generatetraffictoyourwebsiteandevensellproducts.”[37]Companiesanalyzewhatwordsandphrasespeopleusewhensearchingandmakesuretoembedthosekeywordsintotheirsite.Thatway,theirsitewillappearatthetopofthesearchengines’resultspageafterausersearchesforsomething.Inorderforawebsitetoappearatthetopofasearchresultpage,itmustbeconsidered“relevant”byasearchengine’salgorithm.Analgorithmsearchestheentirewebandfindsthemostrelevantandworthywebsitestoappearona search results page after a person searches for something. SEO tries to satisfy a search engine’s algorithm in hopesthatitswebsitewillbeatopresult.

SEOcandefinitelyplayasignificantroleinthemediaplan.SEOcandeliverandraiseawarenessbecauseitcandirectpeoplesearchingabouttopicsrelatedtosurfingtoASP’swebpage.The Island can also utilize SEO in effortstorepositionASPastheforemostprofessionalsurfingassociationbygettingASP’swebsitetobethetopresultwhenpeoplearesearchingontopicsaboutsurfing.SEOcanalsoincreaseonlineviewershipofASP’slivecompetitionsby,again,gettingASP’slivestreamtobethetopresultwhenpeoplesearchontopicsaboutsurfcompetitions. ThecurrentASPwebsitedoesafairlygoodjobatpresentinggreatcontentforitsaudiencetoreadandunderstand.Forexample,thereisanorganizedsetofbuttonsatthetopoftheirsitethatdirectsuserstodifferentpages.Thehomepageincludeslotsofphotosandvideos,whicharevisuallyappealing;however,descriptivecontentlacksonthehomepage.Onewouldhavetoclickondifferentlinksorpagestogettoactual,richtext.Also,ifsomeonewantedtolearnaboutthehistory/etc.aboutASP,heorshehastoscrollallthewaydowntothebottomoftheASPhomepagetoclickonthevariouspages.ThoughASPdoeshavegoodcontent,itrequiresuserstonavigatethroughseveralclick-throughsbeforefindingthegreatcontent. 45

Search Engine Optimization

ASP’soverallsitestructureisdecentbecauseithasoneoverarching,mastersitewithvariouslinkstootherpagesabouttheirsurfingcompetitions,surfingcelebrities/contestants,etc.ASP’smainsitedoesagoodjobatdirectingitsuserstodifferentpartsofthisorganization.TheURLforASP’swebsiteisaspworldtour.com.ThisURLissimpleandeasytoretain;however,ithonesintoodirectlywithoneofASP’ssurfingcompetitions.PeoplemaynottraveltoASP’swebsiteifthey’researchingmorebroadlyonjustsurfingorwatersports. TheclarityofcommunicationonASP’swebsiteisclearandeasytoread.Butagain,itissomewhatdifficulttonavigatetothepageswherethereiscontentandcommunication.Thelayoutrequirestheusertoclickondifferentpagestofindthecontent and communication that they are looking for.

ThedesignofASP’swebsiteisextremelyvisualwithvariousphotosandvideosthatdocumentandportraytheocean,surfers,competitionsandothersurfingrelatedexperiences.ASP’saccentcolorsaredifferentshadesofblue,whichisastrategicchoicebecauseitinvokeswater,outdoors,nauticalactivities,etc.toitsviewers.

ASP’swebsitedoesdeliversomeoftheelementsfromthemessagestrategy.Forexample,ithighlightsinfluentialsurferswhohaveastrongfanbaseaswellaslistingalloftheirsurfingeventsthatfanscanattend.There are also a plethora of videos embedded into the ASPwebsitethatuserscanwatchtobecomeavidsurfenthusiasts.Ontheotherhandthough,ASP’swebsitelacks information that an average American could read tounderstandthesportofsurfing.ASPassumedthatitsviewersalreadyunderstandsurfing.Also,besidesiconsofdifferentsocialmediaoutlets,ASP’swebsitelacksinteractivityandtwo-waycommunicationwithitsreaders.

46

Search Engine Optimization Onanaturalsearch,ASPisthetopresultwhensearchingfor“surfingcompetitions”or“surfingevents”.However,whensomeonejustsearchesfor“surfing”,ASPdoesnotappearonthefirsttensearchresultpages.Ifsomeonesearches“ASP”,thetopfourresultsalldirecttotheofficialASPwebsite.ApersonismorelikelytobedirectedtotheASPwebsiteifheorsheusesspecificwords,like“worldtour”,whensearchingversustypinginvague,broad,surfing-relatedwordsinasearchengine.Basedoffofthesefindings,ASPshouldworkonimprovingtheirSEOstrategiestoappearatthetopofsearchresultpageswhenpeoplearesearchingbroadersurfingterms,phrases,etc.

KeywordsthathadASPasthetopsearchresult KeywordsthatdidnothaveASPasthetopsearchresultASP Surf

Surfingcompetitions ExtremewatersportsSurfingprofessionals Surfingorganizations

World tour SurfinglocationsSurf events Water sports events

ThoughASPdoesnotappearinthesearchresultspagesforallsurf-relatedkeywords,itswebsitealwaysappearsbeforeitscompetitors,liketheInternationalSurfingAssociationandtheBodyGlovecompany.ASP’spossiblesponsorsperformextremelywellwithSEOstrategies.Forexample,BuffaloWildWingsappearsasthetopsearchresultsifthekeywordisjust“buffalowings”.Ifasearchincludesanythingrelatedtowings,onecanguaranteethatBuffaloWildWings’websitewillappearasasearchresult.ASP’sotherpossiblesponsorisGatorade,whichalsoappearsatthetopofsearchresultswhensearching“sportsdrinks”andotherrelatedkeywords.GoPro,anotherpossibleASPsponsor,doesnotappearwhenpeoplesearchfor“outdoorcameras”or“camerasforadventure”.Othercamerasappearontheresultspage.

47

Search Engine Optimization

Afteranalyzingthepossiblesponsors,itcanbeconcludedthatBuffaloWildWingsandGatorade,bothwell-knownbrands,aretopresultswhenpeoplesearchforkeywordsrelatingtothetwoproducts.ItissmartforASPtojoinallianceswiththesecompanies because they are recognizable brands that people areapttoclick-onwhensearching.EventhoughGoProcamerasarenotthetopsearchresults,itisstillimportanttoformarelationshipwiththembecausethiscompanyisgrowinganditstargetaudiencematchesASP’sSVC.Itwillcost$50,000foranemployeetomanageSEO.[37]

1. Surf 11.Surfingworldtour2.Surfing 12.Surfworldtour3. Surf competitions 13.ASPsurfing4. Surf to Turf 14. ASP surf5.Surfingcompetitions 15.Surfinglocations6. Extreme sports 16.Surfingevents7.Extremewatersports 17. Water sport events8. ASP 18.Popularwatersports9.AssociationofSurfingProfessionals

19. Popular extreme sports

10. ASP World Tour 20. ASP Surf to Turf

Top20KeywordsforSEO:

48

Landing Page ThelandingpageisthemainpagethataURLlinksto.Themaingoaloflandingpagesistoconvertthroughencouraginguserstoenterthesite,providetheircontactinformationandthenpurchasetheproduct.Effectivelandingpagesarerelevanttotheadfromwhichtheuserclicked.Themessageoftheadshouldapplytothemessageofthelandingpage.[37]

ASP,theircompetitorsandtheirsponsorsdonotuselandingpages.Thisismostlikelyareflectionofthesport’s lack of popularity and mainstream attention. In order to increase attention and interest among the target audience,The IslandcreatedalandingpageforASP.TheconsumerwillbedirectedtothislandingpageafterclickingonouradshowcasingtheSurftoTurfevent.ThelandingpageistheeventpageforSurftoTurftostayrelevanttothe ad.

Themaineventsponsor,BuffaloWildWings,isrepresentedwithalargebanneradtokeepwiththethemeofthesurfingusingthebottleofthefeaturedwingsauce,TidalWaveHabanero,asasurfboard.Thethreeothersponsors,Samsung,GatoradeandGoProarealsofeaturedatthetopofthepage.

49

Landing Page

Uponreachingthelandingpage,theconsumerhastheopportunitytoregisterfortheeventwithouthavingtodig.Thepageissimpleandallowstheconsumertoobtainnecessaryinformationabouttheeventwithminimalclicks.AfeaturedvideoofPaulRuddandJasonSegel,rightbelowtheeventname,isaspinoffoftheirrolesinForgettingSarahMarshall.Inthevideo,RuddandSegelprovideinformationabouttheeventinahumorouswaythatwillresonatewiththeyoungmaleaudience.Belowthevideoaretwoarticlesprovidingmoreinformationabouttheevent.Thecostoflandingpagesis$50,000.

50

Media Plan

Streaming VideoStrategic Summary

Streamingvideois,“Contentsentincompressedformovertheinternetandstreamedbytheuserinrealtime”.[40]Streamingvideoisbecomingincreasinglypopularforadvertisersduetomediaconsumersgeneralshifttowardsviewingvideosthroughdigitalorstreamingformats.In2008,38%oftheU.S.populationreportedwatchingsomeformofvideoonline,ascomparedtoin2013,where58%reportviewingvideosdigitally.[41]ThethreemajorplayersinthemarketareYoutube,AmazonandHulu,withYoutubeholdingthemajoritymarketshare.

Itisworthittoadvertisewithstreamingvideobecausehasseenalargeinfluxinaddollarsinthepastfiveyear,andit’snotonlybecausetheycommandalargeportionofthepublic-theydriveuserengagementaswell.AnAdweekstudyfoundthatpeopleareviewingdigitalvideoadslongerthantraditionalTVcommercials,withtheaverageviewtimeonlinebeing21.8seconds,ascomparedtoonly13.6secondsonregularTV.Alongwiththis,theaveragecompletionrateofadigitaladis88%,ascomparedtoonly79%onTV.[42]

AnothergreatreasonwhyThe Island suggests advertising on streaming video is due to the demographic it reaches and the impact it hasonthoseviewers.The18-34agedemographic streams 35 minutes of online videoperday,meaningthatifThe Islandweretogettheadsonthismedium,thereisahighlikelihoodthatthemessagewillbeconsumedby the SVC. It’s also important to note that themessagewillhaveahigherimpactwhenviewedonlineascomparedtoonTV,asviewershave a 20% better recall of a brand’s message anda23%betterrecallofabrandwhenviewingan ad on streaming video as compared to on TV3. All of this means that online video has the target,theimpactandtherecallrateThe Island wantswhenconductingourgeneralawarenesscampaignforASP.[42]

51

Streaming VideoAdvertising Themostconventionalformofstreamingvideoadscomeintheformofpre-rolladvertisements,whichoccurbeforetheviewerisabletoseetheirselectedstreamingcontent.Youtube,beingthebiggestplayerinthestreamingvideomarketcurrently,setsthestandardwithamultitudeofpre-rolloptions,rangingfromnon-skippableads,standardIn-Streamads(rangingfrom15secondsto60secondslong)andIn-Streambumperpromotionalads.[46]Alongwiththis,Youtubealsooffersamorelimitedvarietyofmid-rollandpost-rollads,buttheeffectivenessofthoseadsareyettobedeterminedaspresumably,theuser’shighestengagementrateoccursbeforetheystreamtheironlinevideo.[46]AlthoughYoutubeholdsthestandardfortraditionalvideostreamingads,newcomersHuluandAmazonarecreatingvideoadvertisementsthatdifferentiatethemselves.Amazonisrumoredtobecomingoutwithaninstant“buybutton”intheirads,thatwhenclickedon,linkdirectlytotheire-commercesite.[47]Huluiscominguptonewvideoadsforitsmobileplatform[45]andwillalsobelaunchingitsownin-streampurchaseunitlaterintheyear-twoadformsthatYoutubedoesnothave.AllofthesenewadformsarebasedontheCPC,withtheexceptionofthenon-skippableadthatYoutubeoffers,whichhasaninitialfeeincor-poratedinaswell(topayfor“guaranteedengagement)7.Overall,themostcommonadvertisementbeingusedbyadvertis-erscurrentlyisthenon-skippable15-30pre-rollvideoad.[48]

The Three Big Players

Premium Content SurfingContenton Platform

NewAdvertisingInnovations

Market Share (DownstreamInternetTraffic)

TotalViewerbase

Youtube No Yes Expandablevideoads,non-skippable

In-Streamads,mid-rollvideoads[46]

18.69%[43] More than 1 Billion[44]

Amazon Yes No Instant purchase button on long video

ads[47]

1.61%[43] TBD

Hulu Yes No Instreampurchaseunit,Hulu360mobilead,multi-platforminteractivea[45]

1.21%[43] 400Million[45]

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Streaming VideoMedium Recommendations

The Island recommendsthatASPuseYoutubebecauseitcanreachpersonalizedaudiencesandhasthelargestuserbase.Itisalsothede-factoplatformforviewingandsharingsurfingvideo.[49]PeoplethatviewotherhighactionsportingcontentonYoutubemaybemorelikelytoengagewithASP’sadsandchannels.Additionally,ASPisalreadyhostinglive-streamoftournamentsontheirYoutubechannelwhichwouldallowforpeopletojumpfromThe Island’s ads to the channel. Intermsoftiming,ASPwilllaunchaseriesofnon-skippable15-secondvideoadsinthemonthleadinguptotheSurftoTurfevent,showcasingthestar-powerandactionthattheeventguaranteestodeliver.The Islandwillalsobuythesamenon-skippableadbutina30-secondversionfollowingtheevent,whichwillshowcasehighlightsoftheSurftoTurfevent,alongwithprovidinginformationonupcomingsurfingcompetitionsintheusersarea.

The rationale behind this is that by stationing the ad buys onYoutubeinthemonthleadingupto(April)andfollowing(June)theSurftoTurfevent,The Island hopes to not only generateawarenessfortheevent,butalsoexcitementandengagement from ASP’s fans and from extreme sports enthusiasts.Theadsfollowingtheeventwillattempttore-captureandmaintainthisinitialexcitement,andtransferitintootherASPsurfingcompetitionstofollow,alongwithgenerating hype for next year’s event. Thepotentialcostforthenon-skippablepre-rolladThe Islandwill,thegeneralCPCis0.04foreachclick/pageview.[37]The IslandwillhavetwodistinctperiodsforYoutubemediabuys,March-AprilandNovember-February.DuringMarchthroughApril,thisistheultimatebuilduptotheSurftoTurfevent,soThe Islandwillplacethelargestamountofmoneyhere,with$400,000beingallocatedonaCPCbasispermonth.InNovemberthroughFebruary-thisisaperiodformoregeneralawarenesssoThe Islandwillonlyallocate$50,000permonth.Thetotalcostestimatedat$1,000,000.

53

Streaming AudioStrategic Summary

Streamingaudioismusicthatisdigitallystreamedfromaprovider,straighttoaconsumer’sdigitaldevice,whetheritbemobile,tabletorlaptop.Thestreamingserviceistechnically,withconsumershavingtolistentoregularlyplayedaudioadstokeeptheservicegoing-atechniquestartedbyPandora.Todisinhibitads,theseprovidersgiveuserstheoptiontosubscribetotheservice,whichrunsatageneralfeeof$9.99/mont.[50] Streamingaudiobeneficialtoadvertiseonbecauseitisbeneficialtoadvertisersduetotheavailabilityofitsusersandtheengagementitpromotes,notonlywiththemusic,butwiththeads.AsofMay2013,itisreportedthattheaverageconsumerlistenstoonlineradioforonehourand53minutes,astaggeringnumberwhenyouconsidercomparedtoothermediums,likestreamingvideo,printandoutofhome[37].Goingalongwiththis,researchersbelievethattheamountoftimepeoplespendlisteningtodigitalradiowillonlygrow,withlistenersprojected to listen to almost three hours of online radio per day by 2017.13 Another reason streaming audio is a good choiceforadvertiserslikeASPisbecauselistenersdonotencounteranexorbitantamountofads,withanaverageoffour15to30secondspotsplayedperhour.[51]Thismeansthatuserswillnotfeelbombardedbyadvertisements,whichwillpresumablyleadtomoreengagementwiththeselectiveadstheyhear.Also,becausethemajorityofusersusethefreeversionoftheonlineradioplatform,theyaremorelikelytorespondpositivelytotheseadsastheyrecognizethetransactionalprocessoccurring.[37]

Finally,anotherbenefitofstreamingaudioisthehyper-specificconsumertargetingitallowsfor.DuetothepersonalizationcomponentofmanyradioplatformslikePandoraandSpotify,advertisersareabletotargetconsumersbasedonveryspecificdetails,likeiftheysnowboard,gotocollege,enjoyextremesports,etc.[37]Evenbetter,theaverageonlineradiouserisyoung,male,affluentandcol-lege-educated,allcharacteristicsdescribedinASP’sSVC,makingitaperfectmediumforourads.[51]

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Streaming Audio Main Players and Advertising

The Big Three Players RegisteredUsers Song Library Subscription Cost

(Monthly)Destop

CompatibleMobile

ApplicationBestQuality

Pandora More than 200 Million [37]

More than 1 Million(source16)

$3.99[54] Yes Yes75% of all Internet radio users,go-tochoiceformanyinthe18-24demo

[51]

Spotify 15Million[52] 20 Million [53]

$9.99[54] Yes Yes(onlyworkswithsubscription)

Primarilystudent-userbase,dedicatedlisteners,customizableplaylists,ex-clusivemusic/artists[51]

Beats Music TBD(justlaunchedinJanuary2014)

20Million[53] $9.99[54]Strictlysubscription-based,

no free serviceNo Yes

Superiorsoundquality,niche and passionate cos-umerbase,“cool’factor

[55]

Pandorahasavarietyofadvertisingoptions,rangingfrombannerandtileadstotakeoverandaudio-onlyads.However,themostcommonlyused(andaccordingtoPandora,themostefficientandeffective)istheir“AudioEverywhere”ad,whichgivesadvertisersanaudioad,tileadand33x250bannerad.[56]Thiscomboadallowsadvertiserstotake-overtheweb-pageforeithera15or30secondincrement,whichmeansthattheadwillbereceivedwithboththeaudialandvisualsenses.[56]TheAudioEverywhereadwouldbeperfectforadvertisingtheSurftoTurfevent,asThe Islandcouldcombinetheinherentlyauditoryaestheticofthesportalongwiththevisualspromotingboththeevent,theactionandthecelebritiesthatwillbethere. Spotifyofferstheirownversionofatakeoverad,butonlyhaveanaudioadandatilead,theirinterfacecan’tfitabannerad.Theiradvertisersarelimitedtoonlyonelength:30seconds.Tileadsareclickableandleadtotheadvertiser’sdesignatedlandingpage.[57] BeatsMusic’smodelisstrictlysubscription-based,Beatsdoesnotofferin-appadvertising.[58]However,manycelebri-tiesandbrandshavegeneratedawarenessandbuzzfortheirbrandsbypartneringwiththemusicbrandthrougheitherpromo-tions,endorsements,celebritycameos.[58]Althoughplacingadvertisinginthisservicewouldhappenoutsideoftheaudiostreaming,itmaystillbeconducivetoconsideradvertisingalongsidethebrand,orbyofferingASPfansexclusiveaccesstoanASP-brandedchannel.

55

Streaming Audio Recommendations

Pandora• Buyseveral“audioeverywhere”adsinMarchandApril• Audioeverywhereadscreateanimmersiveenvironment,which

willhelpcreateexcitementfortheevent• Createan“ear-catching”audioadtoimmerseinlisteners’stations• AudioadsoccuronaCPMbasisandwilltargetalargeportionof

thetargetduetohyper-targetedtools.[56]

Spotify • Place ads a month leading up to the Surto Turf event• Usetileandaudioadformattogether,theaudiotourgethe

listenertoclickthetileadwhichwilllandthemona• personalized playlist channel created to promote the event

Potential Cost TheCPMofaPandora“audioeverywhere”adwillbe$15CPMandasim-plyaudio-onlyadwillbe$10CPM.[67]ForSpotify,The Island willbeusingcombinedtileandaudioads,estimatedat$12CPM.[67]The Island willhavethe same buying periods and intent as The Island didwithstreamingvideo.InMarchandAprilwillseetheheaviestamountofmediabuysandthenamoregeneralawarenessperiodhappeningbetweenNovemberandFebruary. InMarchandAprilthebudgetbreakdownwillbe$150,000permonthusingtheaudioeverywhereadformat.OnSpotifythebudgetwillbe$120,000permonth.The Island is placing a lot of money here to generatebuzzfortheSurftoTurf,withpagetakeovershappeningonPandoraviatheaudioeveryhwereadandincreasedaudioandtileadsonSpotify. DuringtheNovembertoFebruarytimeframe,thebudgetforPandorais$25,000permonthforusingtheaudioonlyadformatandonSpotifythebudgetis$24,000permonth.ThisbuyingperiodisintentedtogenerategeneralawarenessforASP,withhigheramountsofmediabuysoccurringclosertotheannualSurftoTurfevent.Thetotalstreamingaudiobudgetis$736,000per year.

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Social MediaIts Role, ASP and The Competition

InternationalSurfingAssociations’socialmediapresenceissignificantlylessthanASP’s,butalotoftheirobjectivesalignwithASP’s,mostnoticeably,thepromotionoftheirsurfingeventsandtheirsurfers.ISAalsoincorporatesvideosintoitssocialmediamuchmorethanASP.TheirTwitterfeedisalsoalotmoretext-laden,withonlyabouthalfoftheirpostshavingapictureattached.ASPstillholdsthesocialmediatorchforsurfingassociations,mostlyduetoitshighlyvisualandengagingcontent.Also,ASP’svisualsaremuchbetterqualitythanISA’s,asISAvisualstendtobepixelatedandshotatpoorangles.Intheupcomingmediaplan,itisimportantThe Island keep up thealreadystrongsocialmediapresenceASPhasonitsplatforms,whilecontinuetodifferentiateourselvesfromthecompetitors. ImprovementfromSeptember:ThepostingsacrossASP’ssocialmediaaccountshavestayedrelativelyconsistentoverthepastcoupleofmonths.[21]Thequalityofthecontenthasalsomaintaineditsquality.ASP’ssocialmediaaccountsseemtobegainingconsistentgrowth,mostnoticeablyFacebookgaininganestimated1,000likesperday,whileTwitteralsosteadilyincreasesfromdaytoday.[21]Itwillbeinterestingtoseehowthenewpromotionalcampaign The Islandimplementwillaffecttheamountofsocialmediatrafficthesitesreceive.

To promote the variety of ASP competitions taking place all over theworld,showcaseASP’ssurfingtalentandtheirperformancesinthesecompetitions,highlightthehipandbeautifullifestylethatsurfersliveandbuildinterestforupcomingevents.ASP’sFacebook,TwitterandInstagram are primarily focused on highlighting ASP events and giving fansandfollowersaninsidelookonhowASPsurfersaredoinginthesecompetitions.ASP’sTumblrisdedicatedtoshowcasingtheactiveandappealinglifestylesthattheirsurferslive,includinggivingfollowersaninsidelookintotheevery-daylifeoftheiraveragesurfingcompetitor.ASP’s involvement in these mediums make perfect sense as all of these platformsareperfectforillustratingthevisualaestheticthatsurfingisknownfor.Itisimportanttokeeponleveragingthisvisualcomponentinthisnewcampaignasfollowersandfanstendtorespondtothesepoststhe most.

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Social MediaThemes for Social Media Plan

Foranysocialmediacampaigntobesuccessful,itisimportantthateachmediumisdirectlyrelatedtotheother,meaningthatthereshouldbeanunderlyingbrandvoiceseenbehindeachsocialplatform.ForASP,thisbrandvoiceneedstoappealtoboththehardcoresurferenthusiastwhofollowseverywentandknowseverysurfingproandthecasualextremesportswatcher(theSVC)whomaybeinterestedinprofessionalsurfingbutdoesnotknowanyintrinsicdetailsaboutthesport.Therefore,throughoutthesocialmediacampaign,ourbrandvoiceandcontentwilllooktoachievethreethingsineveryaction:beapproachable,beaccessible,andbevisible. What this means from a content creation standpoint is that the social mediapostswilltrytoarticulatethesportofsurfinginawaythatisapproachablefortheeverydaysportingfan,meaningthatwewilltrytostayawayfromjargonandratherspeakinlaymantermstogetapointacross.AlotofthisisduetothegoaloftryingtogrowtheawarenessofASP,whichmeanstryingtoreachasmanypeopleaspossible.Thesocialmediamanagerswillalsobeveryresponsivetoanyquestions,concernsorcritiquesourfollowersmayhavingandwilltrytorespondtoasmanycommentsaspossible.Thiswillhopefullybuildasenseofcommunityandtrustwithinourfollowerbase,andwillleadtomoreopenconversationsandpositivesentimentsdowntheroad.Finally,thepostswillbehighlyvisualinnature,withthegoaloftryingtoincorporateavisual into at least 75% of all social media posts. This is obviously due to the visual aestheticofthesport,whichissomethingwewanttopromotetothehardcorefanbaseandtonewfollowers.Visualswillbeahugepartofthecampaignassocial media posts that incorporate a visual are 12 times more likely to be shared orretweetedthanatext-basedone-whichishugefromanawarenessgainingperspective.[59]

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Social MediaFacebook

Facebook’smainrolewillbeforengagingwithfansinavarietyofways,frompromotingourcompetitionsandSurftoTurfevent,toshowingoffsurferprofilesandjustgenerallyproducingqualityvisualsthatareaestheticallypleasing.Alongwith,

Seven Ways to Succeed on Facebook 1.Postregularly:ASPwillaimtopostdailyonFacebook,asthisnotonlygreatensourchanceofgettingseen,butalsohelpsFacebookuserstobecomemorecomfortableandfamiliarwithourbrand

2. Adheretothe80/20rule:Thismeansthatoutofevery10posts,8shouldbeoriginalcontentthatisuniquetoASP,withtheother2postsbeingusedforpromotionalcauses.[61]

3.Haveanengagingcoverphoto:Thisgoesbacktotheideaofthevisual-drivennatureofsuccessfulonlineadvertising.IfASP’scoverphotoisvisuallyarresting,peoplearemorelikelytoengagewiththepageasawhole.[59]

4.UseallofFacebook’s(free)page-helpingfeatures:ForASP,thiswillspecificallyincludepinnedposts,featuredlinksandcus-tomtabsastheseareallgreatwaystogetthewordoutonthevarietyofeventshappeningwithASP,andareallrelativelyfree

5.UseFacebookEdgeRanktomakeourpostsassuccessfulaspossible[61]:Beingthatonaverage,only16%ofourfollowerswillseeourpostsorganically,itisimportantthatweoptimizeourpostingperiodssothatthatnumberincreases;agreatwaytodothatisthroughEdgeRank,whichmeasurestheaffinity,weightandtimedecayofourposts.[61]

6.Respondtoallcomments:Toadheretotwoofoursocialmediakeys(beapproachableandbeaccessible),weneedtostrivetoansweranyresponseswegetonourFacebookposts,keepinginmindofcourseourbrandvoice

7.Havestrongcall-to-actions:Whenyouadwordslike“comment”orshare”toyourposts,youonaveragereceivea2%and4%increaseinuserengagement,whichisaverygoodROI.[62]

Facebookwillbethemainpointforanypromotion-basedstuffthatwedo-onlythenwillThe IslandpayFacebookforextendedreach.Also,it’simportantthatthesocialmediamanagerisanactivecommunitymanager,respondingtothefollowersinatimelyandbrandedfashion.Facebookwillalsobethecentralhubforvideohighlightpackagesfromeventsandcompetitions,alongwithdirectlycoordinatingwiththeYoutubepage.

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Social MediaMock Facebook

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AdvertisingonFacebookmakessensebecause71%ofadultsuseFacebook.[37]Fromanawarenessstandpoint,advertising here makes sense as your posts have the oppor-tunitybyawidearraryofpeople.28%of18-34’s,theSVC,checkFacebookrightbeforethegotobed.Consideringthisfact,advertisingcontentshouldbefocusedbetween10pmand1am.Theaveragevisittimeforusersis18minutes.Thisstatmeansthatthecontentwillhaveagreaterchanceofbeingseenaspeoplescrolldowntheirfeedsandtheimpressionrateswillbehigher.

Social MediaMock Facebook

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Social MediaFacebook Three Ways to ASP Will Use Facebook 1.SurftoTurfPromotion:Inthemonthsleadinguptotheevent,The IslandwilldoweeklypostspromotingtheSurftoTurfevent,withcontentrangingfromvideoprofilesoftheNFLplayersattending,imagesofthevenue,linkstotheBuffaloWildWingspro-motion,etc.Itisimportant,though,thatwestilladheretothe80/20anddon’tpostabouttheeventtoomuch.

2.SurferSundaysprofile:Brandeddaysoftheweek(ThrowbackThursday,MotivationMonday)arewidelypopularforthetargetdemographic,sowewillcreateone:#SurferSundays.[62]ThesepostswilloccureverySundayandwillincludeavideoprofileofoneofourprofessionalsurfers;thisshouldraiseawarenessnotonlyforASP,butforthesurferswhoparticipate,whichshouldlead to heightened fan engagement.

3. WeeklyHighlightRoundup:DuetothehighlyvisualnatureoftheSVCandtheirgeneralproclivitytowardsextremesportsviewership,havingaconsistentweeklyhighlightroundupfromalloftheASPeventsoccurringthatweekmakesense[25].Also,becausesomecomplaintsaboutthesportcomefromitbeingdrawnoutandnotaction-packedallthetime,havingahighlight

Recommendations The Island’srecommendationsforcontent:SurftoTurfpromotion,ASPcompetitionpromotion,venuevisuals,SurferSundays,weeklyhighlightroundups,visualsofprosurfersduringandpost-competitions.Thiscontentshouldbeposteddaily,withanultimategoalofhaving14postsperweek.PostswilloccurmorefrequentlyleadinguptotheTurf2Surfeventaspromotionalcontentwillincrease.ThiscontentshouldalsobepostedduringprimetimesoftheSVC’ssocialmediausage(proventhoughourSimmonsdata).Thisincludes:inthemorningwhentheywakeupandchecktheirphones(8-10am),duringpeakhomeworkhours(6-9pm)andrightbeforetheygotobed(10pm-12am).[25] Sometipstoincreaseengagementaretousepowerfulvisualsinsocialmediaposts.Alsoincorporatestrongcall-to-actionsintoyourcontent.Lastly,makecontentrelateableandappealing,showingoffthesportofsurfinginallitsglory.Thecostofmaintaingsocialmedia,beingthatitisanunpaidsocialmedia,areanoverallsalaryofaSocialMediaManager,$50,000andanon-sitevideoeditorduringcompetitions,$40,000.ThiscostisutilizedforTwitter,SurferSundayvideoprofilesandweeklyhighlightvideos,$90,000.

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Social MediaTwitter ASPshouldadvertiseonTwitterbecause54%ofuserssaythatreadingbrandingtweetsmakethemtakeactioninsometypeofway.Someofthesewaysinludevisitingthebrand’ssite(23%)andsearchingforthebrandonline(20%).Brandsarebecominganintegralpartofonlineconversations.50%ofusersmentionedabrandinatleast15oftheirtweetsduringasevenmonthperiod.Twitternowallowsforgeotargeting,whichisaperfectwaytoreachtheSVCinaverypersonalizedandspecificway.Whenexposedtobrandedtweets,19%ofpeoplesaidtheyweremorelikelytoconsidertryingthebrand.Fromageneralawarenessstandpoint,thisisonewaypeoplearegenerallymoreresponsivetobrandedadvertisementshere,ascomparedtootherofflinemediums.[63]

Twitter’s Role Twitter’srolewillbemulti-facetedasthemediumallowsforrapidandinstantupdatesandresponses.Firstoff,theASPtwitterhandlewillbeusedforpromotionalpurposesregardinganycompetitions,events,includingextensivepromotioninthemonthsleadinguptotheSurftoTurfevent.Duringcompetitions,thehandlewillalsobeinchargeoflive-tweetingtheevent,whichwillincludeprovidingupdatesonwhoiswinning,providingbiosofthesurferscompeting,anddetailingtheintricaciesofthesportthatmaybetheaverageconsumerwon’tunderstandatfirst.MuchinthewaythatESPNhandlesmajorsportingeventsonitsTwitterhandle,ASPwilldothesameforitscompetitionswhichwillincludeabevyofvisualsandeye-catchingheadlinestodrawinawideraudience.Alongwiththis,thehandlewillalsodoTwitterTakeoverswithsurfingcelebritieswhereuserscantweet@ASPwiththeirquestionsandthesurferwillanswerthequestionsviatheASPhandle.Manywell-knownTwitterhandlesdothis,mostrecently,RogerGoodellviathe@NFLtwitterhandle.Thesetakeoversshouldmakethebrandseemmoreaccessibletotheeverydayuserandshouldleadtoheighteneduserengagement,whicharetwothingsthatareadefinitepriority.Finally,the@ASPhandlewillansweranyquestions,comments,orconcernstweetedatusfromtehfollowers;answerswillcomeinatimelyfashionandwillbethroughthebrandvoiceofASP.

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Social MediaTwitter

4.Tweetatcelebrities/incorporatecelebritiesintocontent:CelebrityTwitterhandlesobviouslyhavehighreachandanyinteractionwecangetwithwell-knownpeoplewouldbegreatexposureforus;itwouldalsohelpcementthevalidityofthebrand.However,weneedtomakesurethatanytweetswedodirectatcelebritiesareauthenticandmeaningful,ratherthanjustaskingacelebritytoretweetusfornopurpose.

5.OfferTwitter-onlypromotions:HavingTwitter-onlypromotionswillgivethehandleafeelofexclusivity,alongwithbeingagreatwaytointeractwiththefanbaseandgainwiderexposure.[63]Thesepromotionaltweetswillrevolvearoundgettingachangetomeetsurfers,ticketstoASPcompetitions,etc.andwillincludestrongcall-to-actionstodriveheighteneduserengagement.

6.IncorporatestrikingvisualsintoourTweets:Twitter’snewvisual-basedlayoutbenefitsbrandswhocanincorporategreatpicturesintotheirtweetsaspicturesareinstantlyvisiblewhenscrollingthroughafeed.28ThisbodeswellforASP,asagain,thevisualaestheticofthesportisoneofitsgreatestcomponentsinregardstoadvertisingsoitisimportantthatwedoagoodjobofimplementingvisualswhereverpossible.

7.Connectwiththesurfingculture:ItisimportantthattheASPhandleseemsauthentictosurfingenthusiasts,whilealsobeingaccessibleenoughtotheeverydayuser.Thismeansthatalongwiththeothercontentcategorieslistedabove,itIsimportantthatthehandletweetsaboutissuesrelevanttothesurfingcommunity,andnotnecessarilyrelatedtoASP.

Seven Ways ASP can use Twitter to Succeed

1.IncorporateVineintotheTweets:VineisanewassettoTwitterusersandissomethingthatASPshouldbegintospecialize,asit’sshortbutveryvisually-basedvideoformatwouldworkextremelywellwithprovidinginstanthighlightsofcompetitionstothefollowers.Also,ASPcouldbeoneoftheearlyadoptersofVine,asonly2.4%ofcurrentbrandsuseitconsistentlyintheirtweets.[64]

2.Incorporatebrandedhashtagsintothetweets:ThiswayusersknowwhattotweetaboutandwheretofindinformationonASPevents.88.7% of brands use branded hashtags on a regular basis as it gives themtheabilitytocontroltheconversationswiththeirfollowers,alongwithprovidingauniquespinontheirbrandedcontent.[64]

3.ShowcasethepersonalityoftheASPbrand:Takeahumanisticapproachtoourtweets,meaningthathumorandsincerityshouldbesomething The Island aimforifthecontextisright.Also,brandsthatincorporatethisstyleintheirtweetsreceivebetterinteractionwiththeirfollowers.[63]

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Social MediaTwitter

Three Ways ASP will Use Twitter 1.PostsinstanthighlightreelsofsurfingcompetitionsviaVine:Alongwithlive-tweetingevents,incorporatingVinesshouldbolstertheamountofattentionandexcitementsurroundingoursurfingcompetitions-itshouldalsoboostawareness.

2.TweetatNFLcelebritiesleadinguptotheSurftoTurfevent:Asmentionedabove,inthetwomonthperiodleadinguptotheMaySurftoTurfevent,The IslandwillbegintotweetatsomeoftheNFLplayersattendingtheevent,includingAaronRodgersandAdrianPeterson.Thisinteractionwillnotonlygenerateextensiveinterestfortheevent,butwillalsoraisegeneralawarenessamongNFLfans,someofwhichmayincludetheSVC.

3.HaveexclusiveticketgiveawaystoASPcompetitionsworldwide:ThispromotionalideawillbeaconsistenttrendontheTwitterhandle,asThe IslandwillencouragethefollowerstotweetatASPtheirexperienceswithnotonlysurfing,butalsoextremesports.Usingthehashtag#ASPXtreme.Contestantswillbeenteredintoacontesttowintwoticketstooneofthesurfingevents,occurringworldwide.Thesepromotionswillnotonlydrawheighteneduserengagement,butwillalsohelpTheIslandrelatetothebaseextremesportsenthusiast,alongwithcreatingmorehypeforoursurfingevents,aseachpromotionwillbespecifictothesurfingeventthewinnerwillattend.

Recommendations The Island recommendsthattheTwittercontentincludespromotions(#ASPXtreme,Turf2surf),competitionlive-tweeting,surfingculture,surfingproTwittertakeovers,Vine-formatterhighlightreels,competitionvenuevisuals,tweetingatprominentextremesportingprosandNFLplayers.ThesetweetsshouldcomedowntoblocksinthedaywheretheSVCmaybethemostactiveandaccessibleviaTwitter.AstudyfoundthatthebesttimetopostonTwitteris5pmto10pm,with5pmbeingtheperiodmostactivityanduserengagementoccurs.[65]Therefore,thehandlewillbemostactivebetween5pmand1-pmwheretheSVCismostlikelytobeonandmostlikelybeactive.Thegoalfortweetingaround20timesperday,againadheringtothe80/20rule.[25]Duringbuild-uptimesleadinguptotheSurftoTurfevent(MarchandApril),thetweetswillbemorepromotionalandduringtheeventtherewillbelive-tweeting. AfewtipstoincreaseengagementaretohaveASPexclusivepromotion,incorporatestrongcall-to-actionsanduseVinevideos and visuals to stimulate user engagement. The cost of this unpaid social media tool is the overall salary for the Social MediaManager,$50,000andtheon-sitevideoeditorduringcompetitions,$40,000.Thehashtag#ASPXtremePromotionalCost:$5,000perpromotion.ThetotalTwitterbudgetisbetween$95,000and$120,000peryear.Thisdependsonhowmanypromotions occur.

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Social MediaTwitter

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Social MediaTwitter

Explanation: TwittercontinuestobealeadingsocialmediasiteforASP’sSVC.Incorporatingvividphotographswithinformationaboutupcomingsurfingcompetitionswillbemanytweets.Also,utilizingspecifichashtagswillalsowelcomeatwo-waycommunicationbetweenASPanditsconsumers.ASPwillultimatelycontinueusingTwittertoconnectwithitsconsumersaswellasmaintainingpostivebrandawareness.

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Social MediaSnapchat SnapchatisausefulmarketingtoolbecauseithasgrowninsizesinceJuly2013andhasmorethan20millionsnapsperday.Theaudiencealsomatchestheageofthetargetaudience.ThebenefitsofSnapchatarethatitisaninnovativewaytovisuallyconnectwithanaudienceasacost-effectivewaytopromotebrandandcommunicatemessages.Thesemessagesarepersonalizedandthelimitedlifespanofa“Snap”providesurgencyandexcitement.[67]TheroleofSnapchatistoserveasthenew,innovativesocialmediaplatformusedbyASP.Itwillbethemainplatformforinstant,personableandinteractive media.

Seven Ways to Succeed with Snapchat

1.AddallASPTwitterfollowersonSnapchat:AllowsfollowerstofeelpersonallyrecognizedbyASPandcontinuetoaddeveryonewhofollowsASPonSnapchat.

2.ListentoaudiencefeedbackbyviewingtheirSnaps:FindoutwhatfollowerslikeanddislikefromASPaccountandthiswillallowASPtodeliverthemostappropriatecontenttofollowers.

3.Responddirectlytofollowers:Greatwaytofurthertheengagementwithouraudienceandallowsaudiencetofeelpersonallyrecognized and it creates personal connection.

4. GuestSnapchatSessions:ASPwillhaveacelebritysurferhosttheaccountonceamonth.FollowerscansendsnapstoASPaccountandreceivepersonalizedsnapsfromcelebritysurfer.Followersfeelasthoughtheyhavereceivedsomethingspecialandexclusiveand

willbelikelytoscreenshottheseSnapandsharethemonothersocialmediaplatformsforotherstosee.

5.BrandSnapchataccountasthemaininteractiveplatform:FrequentlysendSnapsandencouragefollowerstorespond6. UtilizeSnapStoryfunction:ByhavinganavailableSnapStoryatalltimes,ourfollowerswillalwayshaveinteractivecontenttovieweveninbetweenpersonalsnaps.Itfeaturehighlightsofeventsbyusingmultiple5secondSnapsandcreateanewStoryevery24hours to keep account fresh.

7. Immediatelyutilizenewupdateswhentheyarecreated:Mostcurrentupdateisnew“Chat”feature[68].Thissimilartotextconversation,butmessagesvanishafterbeingviewedbyrecipient.UserscanalsoactivatelivevideochatsessionwhereASPwouldhaverecipientsfullattention.ItisalsoconvenientforASP’sGuestSnapchatSessions.Theusercanscreenshotanythingtheylike.ASPfollowerscanscreenshotphotosofsurfers,newsupdatesandimportantcompetitiondatestoremember.

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Social MediaSnapchat

Three Ways ASP Could Use Snapchat 1.BuffaloWildWingsCouponsleadinguptoSurftoTurf:ThiswouldinvolvesendingdiscountcouponcodestocustomerswhosendSnapsofthemselveseatingwingswithTidalWaveHabanerosauce.Thesediscountswillrangefrom5%-100%.FollowerscanredeemtheirdiscountbyshowingtheirwaitresstheircodeviaSnapchat.ThiswillgeneratebusinessforBuffaloWildWingsandcreatesbuzzforSurftoTurfthroughpromotingfeaturedsauce.

2.HavefeaturedNFLplayerssendSnapstotheirfollowersregardingSurftoTurf:ThiswouldcreatesinterestwithinNFLaudience.IftheirfollowersseesnapsofthemsurfingorbeinginvolvedwithASP,theymaybecomecuriousastowhytheplayeristeamingupwithASP.

3.FrequentlypostSnapsduringSurftoTurfevent:Suchsnapscouldinclude,NFLplayerslearningtosurf,Prosurfersonthewavesandparticipantsenjoyingtheevent.

SpecificSnapchattopicsinclude,astringofteaseresleadinguptotheSurftoTurfandotherASPcompetitions,highlightsofeventsandcompetitions,news,guestsnapchatsessions,behindthescenesfootageofevents,snapsremindingfollowerstotuneintolivestreamingcompetitions.Thereshouldonlybeone“SnapStory”sentoutatonetime.PersonalsnapswilldependonindividualengagementwiththeASPaccount,butASPwillsendonetotwopersonalsnapstoallfollowerseachday. ASP’scurrentaccountisfairlysimilartotherecommendations.[69]The Island suggests that ASP takes advantage ofthecost-effectivenessofSnapchatbyutilizingpromotionsandcouponcodeseasilyprovidedbythesocialmediaplat-form.TheparticularcouponstrategywillgeneratebuzzfortheSurftoTurfeventwhilebenefitingthemainsponsor. FeaturingNFLplayerswillgenerateinterestamonganaudienceASPiscurrentlynotreaching.Forexample,ifAaronRodgers’followersseethatheisinterestedinASP,theymayfollowhisleadandchoosetofollowASP’saccount.Initially,they’llbeinterestedinseeingRodgersbutwillgrowaninterestinASP’scontentsimultaneously.TheoverallSnapchatcostistopayfortheoverallsalaryoftheSocialMediaCoordinator,$50,000.

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Social MediaSnapchat

BelowareexamplesofSnapchatsthatASPcouldsendoutintheMidwestregion,specificallyWisconsin,topromotetheSurftoTurfevent.OneisanexampleofthepromotionalcouponforBuffaloWildWingsandtheotherisanexampleofwhataSnapchatfromacelebrity participating in the Surf to Turf event.

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Social MediaBlogs Corporateblogsareusedtogenerateawareness,engagement,involvement,andinfluencewithatargetdemographic.ItisanextremelyusefultooltosupportASP’smediaplan.Itcanbeleveragedtocrosspromotecorporatepartners,engagewithfansonapersonallevel,supplyahighlevelofinformation,anddoitallthroughaunique,relatablevoice. Similarlywiththegeneralthemeforthesocialmediaplan,itisimportanttomaintainaconsistentbrandvoice.TheASPcorporateblogwilladoptasimilarvoiceasthatofASP’sothersocialmediaaccounts:approachable,accessible,andvisible.TheASPcorporateblogwilladdeducationintothemix.Ablog’sstrengthisitsabilitytocommunicatealargequantityofinformation.ASPwillleveragethisstrengthanduseittoteachfanshowtounderstandsurfingthusgeneratinginterestandcreatingavidsurfingfollowers.

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Social MediaBlogs

The IslandhascomeupwithsevenPrinciplesofSuccesstoguidetheASPcorporateblog.Theseprinciplesfunctionasthecorevaluestheblogwilloperateaccordingto.

1.Transparent:TheASPcorporateblogwillbeopenandhonestabouttheorganizationsactivities.2.Genuine:TheASPcorporateblogwillhavearelaxed,personaltonethanarticlescurrentlypostedundertheNewstab.Readerswillfeelliketheyareengagingwithafriend,notacompany,whentheyarevisitingthesite.

3.Conversational:Thecorporateblogwilldirectlyfacilitateconversationamongreaders.Theblogwillaskforreaderopinions.TheblogwillhaveaLettertotheEditorsectionwherefans’thoughts,complements,andcritiqueswillbepostedandthenrespondedto.

4.Emphasisonvisuals:Therewillbeanemphasisonvisuallyappealingimagesinallblogposts.Surfinglendsitselftobeautifulimages;thecorporateblogwillleveragethistoattractreaders.Readerscansubmittheirownphotographytobe displayed in a digital photo album.

5.Educational:Theblogwillintroducefanstoandhelpfanslearnmoreaboutsurfers.TherewillbeaSurferSpotlightfeatureaimedtogivereadersapersonalviewofASPsurfers.TherewillbeanFAQtabdedicatedtoexplaininghowcompetitionsrunandarejudged.Readerswillbeabletoreferencethispageatanytime.

6.Passionate:Theblogvoicewillbeenthusiasticaboutallthingssurfing.Atleast25%ofcontentpostedwillbepurelyabouttheloveofsurfingandnon-promotional.

7.Informative:TheASPcorporateblogwillrunsimilarfeaturesthatarecurrentlyontheNewstab.Itwillkeepreadersinformedonupcoming,current,andpastcompetition.[37]

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Social MediaBlogs

AsstatedintheCreativeBrief,twomainprioritiesofthiscampaignaretoeducatepotentialfansaboutthesportandencourageengagementwithathletes.TheASPcorporateblogwillemphasizeeducationandengagement.Itwillteachfanstherulesofcompetitionsandhowtojudgearun.Itwillallowfanstoconnectwithathletesonapersonallevel.Itwillsupportanonlinecommunitybyfacilitatingconversationandpostingfan-createdcontent.

TheASPcorporateblogwillalsobeleveragedtoco-promoteCharitablepartners(OperationAmped,SustainableSurf,andtheMichaelPhelpsFoundation)andPRalliances(Van’sSurfingBooties,SamsungGalaxyS5,andNikeFuelband).TheblogwillintegratepromotionalcontentfortheseorganizationsandinexchangetheorganizationswillpromoteASPontheirrespective media platforms. TheASPcorporateblogwillpostatleastthreefeatureswhennocompetitioniscurrentlyhappeningandpostdailywhenacompetitionisinfullswing.Atleast25%ofthepostsontheASPcorporateblogwillnotbeadirectpromotionandinsteadfocusonsurfingasasportingeneral.

ASPwilllaunchthecorporatebloginApril,onemonthbeforetheprimarypromotionalevent:BuffaloWildWingsSurftoTurf.Thisisthesametimeonlineadvertisingwilllaunch.Aportionoftheonlineadvertisementswillrunonthecorporateblogandaportionwilldirectreaderstothecorporateblog.Seemediabudgetfortotalcostspent.

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Social MediaBlogs The Island chosetotargetmoremale-runblogsthanfemale-runblogstobetteralignwiththemaleSVC. The Island chose blogswithdifferenttypesofcontenttoappealtoaspectrumofsurffans.Themostvisuallyappealingblogswillbeaimedtoattractnewfans.Readerswillbemesmerizedbythebeautifulimageswithoutneedingtofullyunderstandsurfingasasport.Thespecialtysurfblogs,thosefocusingonaspecificaspectofthesport,willappealtotheavidsurffans.Theseblogsusesurflingothatcreateanin-groupoffanswhocanunderstandtheblogposts.Thisfeelingofexclusivityhelpsperpetuatethesub-culturemantraofsurfingthatencouragesalifestyleengagementwithanddedicatedfansofthesport.PartnershipswithavarietyoftypesofbloggerswillhelpASPappealtofansofalllevels.Thefollowingblogsarearrangedinorderofappealfrombeginnertoexpert.

ASPwillbeginpartnershipswithbloggersinJuly2014,threemonthsafterthecorporatebloglaunches.ThiswillallowASPtimetoestablishauniquebloggingvoicethatsponsoredbloggerscanunderstandandutilize.Thisisatthepeakofcompetitionseason.Bloggerswillbeinvitedtocompetitionstopromotetheevents.

The IslandrecommendsRyanLovelaceasASP’sofficial“blogs-person.”Ryan’spassionforsurfingishonest,genuine,andengaging.Heliveshislifeforsurfingandistheepitomeofasurfenthusiast.Hisblogisengagingforfansatalllevels.Hispostscombinephotographyandwritingthatissimpleenoughtobeunderstoodyetpassionateenoughtoberespected.Hisskillsetgiveshimcredibility,hispassionignitesinterestamongreaders,andhisinternationalexperiencemakeshimappealtopeoplefromall around the globe.

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Blog Description

JoeCurrenhttp://www.joecurren.com/blog/

SurfblogwithanemphasisonsurfingphotographyAnotablesurferhimself,Joepostbeautifulandexoticimagesofbeaches,waves,andsurfers.

The Inertia http://www.theinertia.com/category/surf/

Self-describedas,“surfing’sdefinitiveonlinecommunity,featuringnews,opinions,photography,videosandartfromsurfing’smosttalentedfigures,”thisblogpromotessurfingasalifestyle.Itappealstomenandwomen,beginnersandexperts.Itcoversawidevarietyofsurftopicswithoutgettingtootechnical.Thisblogisthemostauthoritativeofthefiveonthislistasitappealstothewidestrangeofreaders.

Liz Clark http://www.swellvoyage.com/

Afreespiritwhospendsherlifetraveling,exploringnewbeachesandsurfingwhilepromotingasimplerlife.Herblogrecapsheradventuresthroughpicturesandwrittenstories.Lizhasexperienceworkingwithsponsorswhilemaintaininghercredibilityasatruesurfer.

Ryan Lovelace http://rlovelace.com/

Ryanisanexpertatbuildingsurfboards.Heblogsaboutshaping:theartofcraftingsurfboards,whiletravelinginternationallyanddomestically. Ryan’s international experience makes him particularly influentialandusefulasanASPsponsoredblogger.Heistrulypassionateaboutsurfingandthatclearlycomesacrossinhiswriting.“Ifwe’renotpushingourpersonalboundarieswe’rebecomingstagnant.”

Mike Black http://surfapig.blogspot.com/

AsurfblogdedicatedtoPigBoards.Mikewriteswithanextremelyrelaxed,personabletone.Hespeaksthelanguageofsurferscreatinganexclusivefeel;onlytruesurffanaticsfullyunderstandwhathe’stalkingabout.

Social MediaBlogs

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Social MediaPaid: Promoted Tweets

Promotedtweetscanbetargetedtosearchresultsorspecificusers.[75]Theroleofthedigitalmediaplanistohavetargetedtweetsshowupinaparticulartypeofuser’sTwitterfeed.Typicallyincludingalandingpagewithinthetweet.ThepromotedtweetwillincludethelinktothelandingpagefortheSurftoTurfevent.Thepriceisdeterminedbasedoncost-per-engagementmodel.ItonlycostASPsomethingwhensomeoneclicks,retweets,repliestoorfavoritesatweet.[75] ASPshoulduseTwitterbecausethepricingisbasedonacost-per-engagementmodel,soitcreatesawarenesswithoutnecessarilycostingASPanything.Thisgenerates3,000targetprospectsatabout$37.[75]Twitteralsohashighcon-versionratesonlandingpages,ashighas14%.ItisanexcellentwaytopromoteSurftoTurfbecauseithastheabilitytotargetspecificaudiencesandASPcanfocuspromotedtweetsonuserssimilartotheSVC.Itwillcost$10,000.ASPwillrunfourpromotedtweetsdailybeginningtwomonthspriortotheSurftoTurfevent.

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Fantasy Surfing App

Userscanparticipateinfantasysurfingtoearnpointsandreceiveprizes for points earned. Since the target audience are not actual surfers,thevirtualaspectoftheASPFantasySurfingappisawayforuserstoengageinsurfingwithoutbeingattheocean.Itprovidesawayforthemtobeinvolvedwithoutphysicallysurfing.

AccessibleAnyonecanparticipateinfantasysurfingwhenevertheywant,wherevertheywant

Prize per points systemIncentive for users to continue using and to learn more about surfers in order to pick a successful teamThemorepointstheyearn,thegreatertheprizetheycanreceiveFantasypointstieddirectlytoperformanceofselectedASPsurfer[70]

Familiar yet unconventionalFantasysurfingisanewtakeonfantasyfootballTargetaudiencealreadyunderstandsthebasicideaoffantasysportgamessotheywillbeabletostartplayingwithoutanyinstructionThe SVC stated that they enjoy things that are unconventional

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Fantasy Surfing App

Promotion Strategy/Marketing

ASP’suniquesellingpropositionwillbethefollowing:DownloadtheapptoparticipateinASPFantasySurfingandbethefirsttoreceiveexclusivealertsonASPeventsandnews.

ASPwillbrandthisappasexciting,fun,accessible,real-tim,competitiveandsimilartoFantasyFootball,yetunconventional

PublicityThe‘ASPFantasySurfing’appwilldebutatthe“SurftoTurf”eventbyhavingannouncersdiscusstheapp.TherewillalsobeaSamsungboothwhereemployeeswilldemonstratetheappontheSam-sung Galaxy 4.

TherewillbeadvertisementsontheESPNapp,WatchESPN[71]andESPNSportsCenter[72],whichwilldrivetrafficfromthesesitestotheappstoreswhereonecandownloadthefreeapp.

ThisappwillalsobepromotedonASP’sFantasySurfingwebpage[73]toinformusersthattheycannowparticipateinFantasySurfingwhereverandwhenevertheywant.

Apressrelease(seeonpage79)willbesenttobloggers,reportersandothermediaoutlets.ASPwillhavea“pre-launchopportunity”forbloggers/reporterstotestouttheappbeforetheofficiallaunchtothepublic.Thepressreleasewillpro-motebuzzbeforethe“SurftoTurf”event.

ASPwillintegratethe‘ASPFantasySurfing’appintotheirsocialmediabyallowingparticipantstosharetheirresultsonTwitterandFacebook.

Userswillgetservedanadfortheappaftersearchingfor“ASP”or“FantasySurfing”ongoogleor other search engines..

Naming StrategySincethe‘ASPFantasySurfing’gamealreadyexistsonASP’swebsite,theappwillmaintainthis name to alleviate any possible confusion.

Pricing StrategyItwillcost$250,000tocreatethisapp.ASPwillselladspacetoSurf2Turfsponsors:BWW,Samsung,Vans,GoPro,Gatorade

Placing StrategyTheASPappwillbeavailablethroughbothiphone and android app stores because this allowsanysmartphoneusertheopportunitytoengageandbecomemoreawareaboutASP.

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FORIMMEDIATERELEASEContact:BobbyShadley(608)555-5555 TheAssociationofSurfingProfessionalsAnnouncesNewFantasySurfingAppASPtransitionsFantasySurfingfromdesktoptomobile [SantaMonica,Calif.]–TheAssociationofSurfingProfessionalswillunveilanewappattheirupcomingsurfingevent,SurftoTurf,onMay4ththattheprofessionalsurfingorganizationhopeswilltransitioncurrentFantasySurfingparticipantstomobileandattractnewparticipants.Thenewapp,ASPFantasySurfing,allowsparticipantstoaccesstheir fantasy teams at their convenience via mobile device. “Thisisanunprecedentedefforttoengageour‘TeamManagers’atthedigitallevel,andwe’reaskingparticipantstosharetheirpicksandresultsonsocialmediaplatformslikeTwitterandFacebook,”saidASPNorthAmericaMediaContactBobbyShadley. Theappwillalsopresentanopportunityfor“TeamManagers”toreceiveprizesbasedon the points they earn that are directly tied to the selected ASP surfers selected. Prizes varyfromdiscountsatSurftoTurfsponsorBuffaloWildWingstoapaidvacationtooneofASP’s competitions. “Itdoesn’tmatterwhetheryou’rewaitingforthebusorpassingtimeoveryourlunchhour.Thisappcanbeeasilyaccessedwhereveryougo,”saidShadley.“ASPiscommittedtocreatingandusingthelatesttechnologytoengagewithourdedicatedfans.”

###

Press Release for New ASP APP

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Fantasy Surfing AppWhy It’ll Work

Generate Loyalty

New and Fresh

Increase Consumer EngagementTheASPappallowsgreateraccessibility,whichcreates greater engagement among surf enthusiasts.Also,themoreanindividualengageswiththegame,themorepointsyouearnandthebetter prizes one receives. Prizes include: discount coupons of BWW; free BWW; signed paraphernalia from surfers; a chance to meet surfers/surfing lesson; a chance to attend a surfing competition

TheASPappallowsuserstoplayfantasysurfingonthego/anywhere.PlayerscouldbewaitinginlineforcoffeeandquicklyengagewithASPbeforetheirlatteisready.Userswillbecomemorefamiliarwithsurfersand competitions. The prizes also create an incentive tofollowmoreclosely.Thisongoingonlinecompetitionandincentivesystemwillkeepuserscoming back for more!

CompetitorsLuckily,therearefewfantasysurfingrelatedappsonthecurrentmarket.‘TheSurf’appwastheonlyapparentfantasysurfingapp,anditcosts$1.30todownload.SinceASP’sappisfree,therewillbemoreincentivetodownload‘ASPFantasySurfing’thanitscompetitor.

ASPwillcontinuetochange/altertheappbasedonconsumer input and suggestions. Consumers can tweetcommentsorfeedbackto@ASPusingthehashtag,#fantasysurfapp

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ConclusionIntegration The Island’s digitalmediaplanwillbeintegratedbydeliveringastrategywithasenseofconsistencythroughouttheplan.Byconductingthoroughresearch,thetargetaudiencewillbereachedattheappropriatetimesandcontextsinordertomaximizeengagementwithandawarenessofASP.Itiscrucialtohaveanintegratedmediaplanandto reinforce ASP’s message through multiple forms of media in order to successfully reach the target audience. By using multipleformsofinteractivemedia,includingstreamingvideo,streamingaudio,unpaidandpaidsocialmedia,blogs,onlineadsandthenewASPFantasySurfingapp,The Island created a digital media plan that is sure to break through the clutter in a seamless manner. Each form of media is tailored in accordance to the platform’s strengths and particular audience.Contradictorytoouragency’sname,ourmediaplanwillnotexistasanisland.The Island have integrated our media plan to achieve maximum engagement.

Prioritization 1.StreamingVideo:Itisthemostdominatedformofdigitalmediawithover1billionusersjustonYoutube.The Island is confidentthatstreamingvideoisthemostreliableplatformforspreadingASP’smessagetoalargeaudience.

2.StreamingAudio:Theaverageconsumerlistenstostreamingaudioforalmosttwohoursatatime.Notmanyadsareplayedduringthistimeperiod,soASPwouldnotgetlostintheclutterandwouldbetappingintohighlypersonalizedoutletslikePandoraandSpotify.TheaveragestreamingaudiolistenermatchesupwithTheIsland’sprima-ry target.

3.PaidSocialMedia:Notonlyispaidsocialmediacost-effective,butitalsoproduceshighconversionratestolandingpages.ASPwouldbenefitfromhavinguserslandontheirpagefortheSurftoTurfevent.Paidsocialmediaalsohastheabilitytotargetaspecificuser,regardlessifheorsheisalreadyfollowingASP.

4.UnpaidSocialMedia:ASPcurrentlyhasastrongsocialmediafollowing,whichallowsASPtoreachitstargetaudience.Theseplatformsareaneffectivewaytoshowcasethevisualaspectsofsurfinganditsathletes.ItopenstwowaycommunicationbetweenASPandtheirfans.

5.Blogs:SinceblogsarenewtoASP’sdigitalmediaplan,thereisroomforASPtoexpandandreachnewpotentialaudiences.

6.ASP’sApp:Thisisthe“mostrisky”ofthedigitalmediabecauseASPhasneverhadonebeforeanddonotknowhowtheirfanswillrespond.Thereisalsoahighupfrontcostincreatinganapp,addingtotherisk.

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Strategic Summary

ASP is already well-respected by its fans but the digital media plan that The Island put together will elevate ASP’s reputation to new audiences through new mediums. In order to gain the following of people who don’t watch surfing, ASP needs to work with The Island in reaching this goal. The Island is extremely confident in this media plan because of research and knowledge of the target, both primary and secondary, and understanding where ASP wants to be in the future. Increasing brand awareness in “Middle America” will drive surfing to become a nationally, recognized mainstream sport to watch.

The Surf to Turf event will not only generate awareness, but it will also engage extreme sport fans with surfing through familiar celebrities they already know. This event will create such a wave of impressions and curiosity in Middle America that ASP will notice an increase in competition viewership and following.

Since ASP’s current and potential audiences are tech-savvy, ASP will need to maintain a strong online presence and stay one-step-ahead of digital trends. The Island has the resources, tools and creativity to exceed these demands in today’s fast-paced media environment.

~ The Island

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Appendix

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[1]http://www.aspworldtour.com/pages/about-asp[2]http://asp.memberpro.net/main/body.cfm?menu=riders[3]http://en.wikipedia.org/wiki/Association_of_Surfing_Professionals[4]http://www.surfermag.com/features/testing-the-tour/[5]http://www.aspworldtour.com/posts/6134/asp-international-announces-landmark-agreements-with-espn-youtube-and-facebook[6]http://en.wikipedia.org/wiki/History_of_surfing[7]http://www.surfline.com/surfing-a-to-z/kelly-slater-biography-and-photos_909/[8]http://surfing.about.com/od/surferprofiles/a/Professional-Surfer-Kolohe-Andino.htm[9]http://www.surfermag.com/features/womens-1-carissa-moore/[10]http://www.oakley.com/sports/surf/athletes/11[10]http://www.oakley.com/sports/surf/athletes/11[18]http://www.isasurf.org/isa-info/history-of-the-isa/[19]http://www.aspworldtour.com/schedule/asp-world-championship-tour-schedule/[20]http://www.nba.com/history/firstgame_feature.html[21]Sysomos[22]http://espn.go.com/nba/attendance[23]http://www.sportsbusinessdaily.com/Daily/Issues/2013/07/24/Research-and-Ratings/MLB-Harris.aspx[24]SimmonsExperianCrosstab-CurrentSurferDemographic,BehaviorsandAttitudes[25]SimmonsExperianCrosstab-ProspectiveMidwestSurfers[26]http://operationamped.com/[27]http://www.businessinsider.com/budweiser-2014-super-bowl-a-heros-welcome-2014-1[28]http://sustainablesurf.org/[29]http://www.michaelphelpsfoundation.org/[30]http://www.nike.com/us/en_us/c/nikeplus-fuelband[31]http://www.fastcompany.com/welcome.html?destination=http://www.fastcompany.com/3026850/samsung-reveals-the-galaxy-s5-its-waterproof-new-flagship-phone[32]http://www.surfline.com/surf-report/malibu-southern-california_4209/[33]http://www.fastcasual.com/article/103435/Q-A-with-Buffalo-Wild-Wings-Kathy-Benning[34]http://www.surfline.com/surfing-a-to-z/kelly-slater-biography-and-photos_909/[35]FocusGroupcompletedSpring2014atUW-Madisonlibrarieswithstudentsbetweentheagesof18and23.[36]Qualtricssurvey.[37]Spring2014J445InteractiveMediaStrategiestaughtbyDebPierce[38]Quantcast[39]GoogleAdwordKeywordProjector[40]http://searchunifiedcommunications.techtarget.com/definition/streaming-video

Appendix[41]http://www.emarketer.com/Article/Advertisers-Spend-560-Billion-on-YouTube-2013-Worldwide/1010446[42]http://www.adweek.com/news/advertising-branding/online-video-ads-have-higher-impact-tv-ads-148982[43]http://gigaom.com/2013/11/11/netflix-youtube-sandvine-traffic-data/[44]http://adage.com/article/digital/youtube-channel-5-6-billion-revenue-year/245624/[45]http://blog.hulu.com/2014/04/30/today-at-the-hulu-upfront/[46]https://support.google.com/youtube/answer/187096?hl=en[47]http://adage.com/article/digital/amazon-launches-video-ad-business-geico/291779/[48]http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/The-State-of-Online-Video-Advertising-2013-88071.aspx[49]http://www.youtube.com/yt/advertise/why-it-works.html[50]http://www.imore.com/on-demand-streaming-music-services-compared-spotify-rdio-beats-music-slacker-google-play-music[51]http://emgonline.com/blog/2013/10/pandora-and-spotify-what-advertisers-need-to-know/[52]http://bgr.com/2012/07/31/spotify-15-million-users-4-million-subscribers/[53]http://www.imore.com/on-demand-streaming-music-services-compared-spotify-rdio-beats-music-slacker-google-play-music[54]http://www.techlicious.com/guide/best-music-service-best-for-you/[55]http://www.nytimes.com/2013/12/05/business/media/beats-music-streaming-service-says-it-will-begin-in-january.html?_r=2&[56]http://advertising.pandora.com/product/audio-everywhere/[57]https://www.spotify.com/us/about-us/advertisers/ad-specs/summary/[58]http://www.adweek.com/news/advertising-branding/beats-music-uses-sound-headphone-marketing-strategies-156896[59]http://www.hashtags.org/events/visualizing-social-media-a-picture-worth-1000-likes/[60]http://socialmediatoday.com/genevieve-lachance/1454711/successful-facebook-business-page-top-10-must-read-tips[61]http://danzarrella.com/infographic-social-calls-to-action-work.html#[62]http://www.digitaltrends.com/social-media/where-did-throwbackthusday-come-from/#!LEtfr[63]https://blog.twitter.com/2014/study-exposure-to-brand-tweets-drives-consumers-to-take-action-both-on-and-off-twitter[64]http://www.smmu.com/research/[65]http://www.bitrebels.com/social/the-best-time-of-day-to-tweet-to-get-the-most-rts/[66]http://mwpartners.com/snapchat[67]http://www.socialmediaexaminer.com/snapchat-for-business/[68]http://www.latimes.com/business/technology/la-fi-tn-snapchat--text-messages-video-chatting-20140501-story.html[69]http://mashable.com/2014/02/13/asp-rides-the-snapchat-wave/[70]http://mct.fantasy.aspworldtour.com/rules[71]http://espn.go.com/watchespn/apps[72]https://itunes.apple.com/us/app/espn-sportscenter/id317469184?mt=8[73]http://fantasy.aspworldtour.com/[74]http://enapp.appvv.com/174203.html[75]http://blog.marketo.com/2012/10/the-roi-of-paid-social-media-ads.html

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