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Alyssa Thomann April Pitman Esme Doucette Kristine Gonzalez Monica Lewinger
Creative Brief Agency: Maake Agency Client: A Day Away Kayaking Tours Product: Bioluminescent tours (June – October) on Mosquito Lagoon Why are we advertising? What do we want to happen as a result of this campaign? To attract locals to the Bioluminescent Night Tour by A Day Away Kayak Tours as a single evening local ecotourism attraction and increase awareness of the only bioluminescent water in Florida. Target Who are we talking to? What do we know about our target’s gender, lifestyle, interests, education, income, marital status, hobbies, socio-economic position, hopes, desires, fears, etc.? Eco-Tourism Couples Ages: 35-54 years-old. Susie (40) and Brandon (44) o Race: Caucasian o Relationship Status: Married o How They Met: Spain o Occupations: Brandon: Engineer at Kennedy space center Aerospace engineer, specializing in the T-38 program, Shuttle Avionics Integration Laboratory (SAIL), and was an Expedition 9 Crew Support Astronaut Suzy: High School AP Physics Teacher o Current City: Winter Park, Florida o Hometown: Brandon: Lake Charles, Louisiana Susie: St. Petersburg, Florida o Car: Brandon: Toyota Prius Susie: Hybrid Lexus o Education: College Graduates Brandon: Received his Bachelor of Science degree in mechanical engineering from Southern University, Baton Rouge, La. Cum Laude. He was not a mathlete and he was not in a fraternity, but was well known around campus for his 3-lager deep standup comedy at the local bar on Tuesday nights. Master of Science degree in mechanical engineering from Florida Institute of Technology Susie: She was accepted to Ohio State University where she received her Bachelors in Education and Physics. She was a walk-on regional silver and bronze medalist for the Ohio State girls swim team. She left the swim team before her junior season to focus on her academics. She was accepted into a graduate program at The University of Florida and studied education abroad in Madrid, Spain the summer before receiving her Doctor of Education at UF. Children: 2 children, 1 son in high school and 1 daughter in middle school Income: Combined $100,000+ Interest/ Involvement/ Associations: Active lifestyle Enjoy educational, unique dates Outdoor recreational activities Hiking, biking, white water rafting, SCUBA certified Art and history museum advocates
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Favorite Magazines: Popular Mechanics, National Geographic, Time, ECOS Magazine, Home Living Favorite Orlando Magazines: Orlando Magazine, Orlando Home & Leisure and Central Florida Lifestyle Magazine Favorite Channels: History, Discovery, Planet Green, HBO, Showtime, Local Channels Favorite TV Shows: House, Dexter, Homeland, Grey‟s Anatomy, Top Chef Family Game Night Favorites: Cranium, Charades and Life Other Information Large vacations are taken with the kids, but local opportunities allow them to make one day trips for some alone time. They consider themselves to try to have a “green” sustainable lifestyle, they both support environmental issues. Research independently for trips and outings, they do not use travel agents. Would love to go backpacking through Europe one summer once the kids have graduated.
Insight What do we know about the target’s current frame of mind regarding our product/service? What will help understand how he currently views us? Target is unaware of bioluminescent waters/tours so close to their own home, but are knowledgeable enough regarding ecotourism and outdoor recreation of bioluminescence. o Basic Facts There are not many locations known for bioluminescence, among the few locations are this one in Merritt Island, Puerto Rico and Australia so it is a rare experience. Fifty percent of the total travel market wants to visit a natural area during a trip, which might include a short day stop in a national park. Market is actually motivated to travel in small groups, learn about wildlife and culture with a local guide and help support local conservation and sustainable development. Key ecotourism destinations have reported dramatic increases in visits to protected and other natural areas. Key ecotourism destinations have reported dramatic increases in visits to protected and other natural areas. Nature-related tourism is the fastest growing segment of the travel industry, with wildlife viewing the number one outdoor activity in the United States. Wildlife viewing is the fastest-growing recreational activity in the United States, exceeding hiking, skiing and golfing. o Eco-Tourism Target Facts - “Ecotoursim: Principles, Practices & Policies for Sustainability,” a study by United Nations Environmental Programme Nature Tourist Market Profile Age: 35-54 years old, although age varies with activity and other factors such as cost. Gender: 50 percent female and 50 percent male, although clear differences by activity were found. Education: 82 percent were college graduates. Household Composition: No major differences were found between general tourists and experience nature tourists Party Composition: A majority (60 percent) of experienced tourist respondents stated they prefer to travel as a couple, with only 15 percent stating they prefer to travel with their families and 13 percent preferring to travel alone. Trip Duration: The largest group of experienced nature tourists (50 percent) preferred trips lasting 8 to 14 days.
Expenditure: Experienced nature tourists were willing to spend more than general tourists, the largest group (26 percent) stating they were prepared to spend $1,001 to $1,500 per trip. Important Elements of Trip: Experienced nature tourists top three were a wilderness setting, wildlife setting and hiking/trekking. Motivations for Taking Next Trip: Experienced nature tourists top two responses were to enjoy scenery/nature and new experience/places. A Day Away Tour Facts - Elisabeth Mahan (co-owner) featured in “Shuttle gone, Brevard hopes eco-tourism launches new era” in Orlando Sentinel In her sixth year of business, the number of customers has increased by an average of more than 30 percent annually and topped 7,000 last year. "If you had tried this 15 years ago, it wouldn't go. It wasn't in the front of the American mind-set," Mahan said. "Now we live in such an electronic age, sitting in front of computers for hours. People are sick of the electronics, sick of concrete, and outdoor eco-recreation has become cool."
Promise What one thing do we want the target to come away with after reading our ad? One sentence. Could become a headline. To get locals to realize that bioluminescent waters/tours are right in their backyard (within 100 miles). Support How do we back up our promise? What can we say to lend credibility to our promise, and make the message believable? The focus of the entire campaign is the reiterating of the fact “see what is in your backyard.” The target will realize how close this locale is to their home. Key copy points What other points do we want to convey to the target, if he continues to read the ad? List things that strengthen our position against the competition. The key copy points are the call to action – book your bioluminescent tour today at www.adayawaykayaktours.com and the reminder of how close the kayak tours are to home. Tone & Manner What emotion do we want to elicit? What mood do we want to convey? Exciting, mystical, mature, welcoming. We want the target to realize there is a nature opportunity in their backyard and be excited to go and experience it. Mandatories What must be included in the campaign? Logo, tag line, slogan, legal copy, certifications, affiliations. Logo. Call to action.
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Includes: Two Fact Sheets Pitch for Central Florida 13 “Florida on a Tankful” Press Release for Guerilla Marketing Event
Maake Agency 4000 Central Florida Boulevard Orlando, FL 32816 407-823-2000 May 4, 2012 20 North Orange, Suite 13 Orlando, Fl 32801 To whom it may concern: Many Central Florida residents think they know about all the activities closely available to them. But are they aware of what‟s glowing in their very own backyard? Bioluminescent kayaking tours are given throughout the warm summer months on Mosquito Lagoon, where every movement produces a burst of blue-green light under the dim glow of the moon. Captain Ron of A Day Away Kayak Tours spoke about how surprised he still gets to see the looks on his customer‟s faces, “I see couples in their thirties and forties take these tours on a nightly basis, amazed at the phenomenon of bioluminescence, wondering how they‟d never heard of such a thing going on mere miles from their homes. Most people can‟t believe something like this really happens, they think these sorts of things only take place in the movies. Well this is real life, but it‟s definitely something you have to see to believe.” Bioluminescence is caused by tiny dinoflagellates that appear to make the water come alive. This radiance is difficult to catch in a photo and though it‟s much easier to portray on film, nothing compares to seeing it in person. We‟re offering this story on bioluminescence exclusively to “Florida On A Tankful” and Central Florida News 13, so I would need to know fairly soon if you‟re interested. I can assure you the team at A Day Away Kayak Tours would cooperate fully with any reporters and film crew you‟d assign. We‟d like to arrange a complementary bioluminescent night tour for all team members sent. Please let me know any other ways we‟d be able to help produce this story successfully. I‟ll contact you again Friday, May 11 to see if I might be of any further assistance on this segment. Thank you for your time and consideration.
Sincerely, Maake Agency
FOR IMMEDIATE RELEASE
Maake Agency 407-472-8899 email@example.com
Bioluminescence Exhibit to Open at the Orlando Science Center Orlando, Fla. – May 4, 2012 – Orlando Science Center and A Day Away Kayak Tours are teaming up to display a new bioluminescence exhibit at the Orlando Science Center. The unveiling of this new exhibit will take place during the Cocktails and Cosmos event being held on May 19, 2012. A Day Away Kayak Tours is located on Mosquito Lagoon in the Merritt Island National Wildlife Refuge. Launching kayak tours at dusk, the wonders of nature create a blue-green glow in the water that is bioluminescence. The essence of the bioluminescent waters of Mosquito Lagoon will be captured in the new exhibit. There will be a miniature prototype of the lagoon for guests to interact with, television screens showing videos of A Day Away Kayak Tours and an interactive touch screen mimicking what the glowing waters look like while on the tour. “The opening of the bioluminescent exhibit will intrigue our members as well as invite new patrons to socialize and indulge in a piece of one of Central Florida‟s natural phenomenon,” stated John Thompson, event coordinator at the Orlando Science Center. Presented during Cocktails and Cosmos, guests will have the chance to enjoy glowing cocktails, cuisine, music, and an amazing atmosphere in which to socialize and relax. About Orlando Science Center For over fifty years, the Orlando Science Center has been a place that inspires curiosity and exploration. Truly one of the great activities for Central Florida families, the Science Center encourages learning in a fun way. It‟s the perfect educational activity for visitors of all ages. About A Day Away Kayak Tours A Day Away Kayak Tours offers tours seven days a week at various sites across Central Florida. Their base of operations is the Merritt Island National Wildlife Refuge in East Central Florida, one of the most diverse estuaries in North America. ###
All of our advertising mediums reiterate the fact that this phenomenon is right in their backyard and the target should go take advantage of its close proximity. The website name is in advertising mediums, reminding them just where to go to be able to book this experience. We want the target to realize that there is this opportunity and feel welcomed by that advertising chosen. Billboard Billboard ads were chosen to be placed on a stretch of Interstate 4 and State Road 50. The ads on State Road 50 will attract those individuals in our target market who commonly travel on this roadway; will lead them straight to the Merritt Island Wildlife Refuge and the bioluminescent tours. The ads placed on Interstate 4 will bring awareness of these tours to our target who live and work in Downtown Orlando and want a change of scenery for date night, but are not sure where to find it. With the ads being placed in these locations, it is a prominent location where more individuals will be able to view it, justifying the cost. Our tracking comes from statistics on how many people drive on these roads daily. According to the Orlando Sentinel, about 200,000 cars travel daily through Interstate 4 and only three out of ten of those cars are tourists. As for the image itself, the black backdrop versus the neon letter and paddles were chosen to show the glow. The paddle is the focus of the imagery as we are advertising a kayak tour. Both headlines, see what's glowing in your backyard and we do it in the dark, cause intrigue, which refers the drivers to check out the site for more information. Facebook Facebook ads allow us to directly target the message to possible customers that fit our target market having interests in outdoor activities (kayaking), ecotourism, wildlife viewing and new experiences. The ads will direct users to company website to learn more and book excursions. Also, one of the ads will allow them to „Like‟ the Facebook page. Facebook ads make tracking webpage traffic convenient by tracking number of clicks and views of an ad at a reasonable cost to advertisers. This medium was best for our campaign because it was easily accessible to our target market, it is ensured that the ads will be only be seen by the target market and led people directly to company‟s website, our ultimate goal. Direct Mail Sending target audience a postcard to evoke a sense of familiarity, as if they‟re receiving a postcard from a friend. Reiterate to them that they don‟t have to travel far to get away and enjoy a mini vacation, it‟s right in their backyard. The cost of printing and mailing each postcard is a cheap form of advertising that‟s easy to track since the recipients of the postcard will be controlled by the mailing list. These postcards will be sent during the first weeks of summer. The mailing list is attained from the Orlando Science Center; a deal worked out with the Orlando Science Center when the details of the newspaper ad using their name and logo at no cost to them was discussed; also, we will be drawing in more customers to the museum by placing this exhibit inside. Newspaper
In our demographic, 56 percent of adults aged 35-44, and 64 percent of adults, aged 45-54, read the Sunday newspaper, while a smaller percentage of our target audience reads a daily paper. We have chosen to place ads in both The Orlando Sentinel, that‟s which circulates through 270,320 homes throughout the Orlando region every Sunday, and Florida Today, which circulates to 89,859 households in the Brevard County area each Sunday. The households these publications reach are 70 minutes or less from both Mosquito Lagoon and The Orlando Science Center, making these optimal outlets for our purpose of getting our target audience to attend our exhibit featured at the Cocktails & Cosmos event. And in turn, visit Mosquito Lagoon for a bioluminescent kayak tour. 63% of adults in America read the entertainment section 65% of adults with a graduate degree read the entertainment section
47% of adults making $50,000 or more per year read the entertainment section 51% of adults making $75,000 or more per year read the entertainment section of newspapers We chose to have our ad printed in mostly black and white with just a pop of color. Using color for only certain images is cost efficient and will draw reader‟s initial attention to the ad. Using bright colors for the martini glass and paddle stirrer highlights the entertainment element of the ad. Keeping both the Science Center and A Day Away Kayak Tour logos in their original colored form, connects the entertainment element to the specific outlets used for the type of fun this demographic is looking for. Putting the ultimate call to action, “See what‟s glowing in your backyard”, centered at the top of the ad, bolded and enlarged in white, draws readers attention as a shouting headline, urging the reader to read the details below it. We chose to write the copy in an invitation style, to create a welcoming and encouraging tone for the readers. We want to provide the reader with the specifics of the event, without giving away all the details of the unique exhibit, itself. By doing this, we reflect the mysterious nature of the bioluminescent phenomenon in the ad while catering to the bright minds that value specifics. At the bottom of the ad we include the A Day Away Kayak Tour website, where the reader can obtain further information on both the Bioluminescent kayak Tour and the Bioluminescent exhibit at the Orlando Science Center.
Guerrilla/Guerrilla Press Release Hosting an event at the Orlando Science Center, Cocktails & Cosmos, to unveil the exhibit, A Day Away Kayak Tours is opening there. Cocktails & Cosmos is an event planned on a quarterly basis that allows Orlando Science Center guests the opportunity to socialize and engage in an array of cultural and scientific offerings that stem from our Central Florida community. In its seventh year, Cocktails and Cosmos has set out to engage Orlando‟s socialites in the excitement and cultural relevance that Orlando Science Center brings to its nightlife with a variety of music, cuisine and cultural values merging through live performances and unique exhibits. This is the perfect platform to promote the bioluminescent tours because the Orlando Science Center‟s event Cocktails & Cosmos already attracts our target market and are always looking for new, innovative exhibits to intrigue the Orlando community. The press release announces the opening of our Bioluminescence Exhibit at the Orlando Science Center. We are going to be sending the press release to local Orlando magazines in hopes that a story will be published. We are aiming for magazines that cover travel and leisure spots around the greater Orlando area. In addition we want to be sure the magazines are ones that our target audience read the most. These include, Orlando Magazine, Orlando Home & Leisure and Central Florida Lifestyle Magazine. Press Kit – Pitch Letter and Fact Sheets Pitching a story to Central Florida News 13 for their segment “Florida On A Tankful” in an effort to get free advertising for A Day Away bioluminescent tours. This segment was chosen on News 13 because it broadcasts throughout Central Florida, the target area, and is watched by the target audience. In addition, unless there‟s any breaking news, News 13 repeats the same news stories throughout the day, which translates into multiple airings of the “Florida On A Tankful” segment. Fact sheets will also be provided to those who receive the pitch letter or press release with detailed information on what A Day Away Kayak Tours offers.
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