sephlin book for real.pdf

ContentsExecutive Summary Situation Analysis Marketing & Advertising ObjectivesTarget AudiencePrimary ResearchSecondary ResearchSWOT AnalysisPositioning StatementBig IdeaCreative ExecutionMedia Goals, Objectives, Strategies & TacticsMedia ExecutionBudget BreakdownNon Traditional Media PlansSocial MediaPromotion IdeasPRSummary & Agency PitchBios

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Executive SummaryWe have loved working for you this semester. We are excited for the possibilities Sephlin presents as a brand. We are confident that this advertising campaign will improve your visibility, reputation and sales. Our campaign is organized into 3 main areas:

1. A targeted, well positioned media plan. If your ads are not in the right place, and reaching the right people, it doesnt matter how attractive they are. We have compiled a statistical case to focus on Facebook, Amazon, and Youtube. With a comparatively small advertising budget, online resources are easily the most cost effective. These services will allow you to micro-target your audience and be more effective with each dollar you spend. We strongly encourage you to focus on online promotion at this stage.

2. A hip, eye-catching, product selling campaign. We are positioning Sephlin as a family business that sells excellent products for a quality price. The ads create a high-end, youthful, family image. Our videos, web ads, print ads, and promotional materials all promote that image. With consistent messaging, Sephlin will have a reputation other companies will envy.

3. A public relations plan to carry Sephlin into the future. The advertising campaign is for a limited time. A public relations strategy will help you maintain your image. We have given you the tools to manage the Sephlin brand. With events, engaging social media strategies, and positive news coverage, Sephlin can promote itself without paying someone else to spread the message. These tools are vital in the long term health of a brand.

We hope that our excitement for what Sephlin can do promoting its brand will rub off on you. All three of these areas be vital for the success of this campaign of your company. We love your impressive product lineup, beautiful design, and clearly defined market. Sephlin is already positioned to build a loyal customer base. We are confident that this campaign will help you to expand the reach of the company immediately.

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Situation Analysis

Sephlin Golf was started in 2013 as a small family business selling golf clubs for kids. Since then they have expanded across the West coast by doing trade shows and promotional events. They specialize in high quality youth clubs, as well as golf clothing. They offer different club sizes and weights so that growing children can have appropriate clubs for their age and size. The future market for Sephlin clubs includes partnering with the Junior PGA, or giving discounts to middle school golf teams to build interest in their kids lines.

The kids clubs from Sephlin are differentiated from the competitors by using titanium and higher quality materials than the aluminum clubs of their competitors. They are also specifically designed and weighed for children, instead of being simply downsized or worse, cut down adult clubs. The biggest problem for Sephlin is a brand loyalty to a specific golf wear from adults, who are the ones purchasing clubs for the children. Another weakness they have is being a small company with limited resources.

The biggest company they compete against is U.S. Kids golf. They have a lower price range than Sephlin but are not as high quality. However they have a strong market presence, through sponsorships especially with the youth PGA tour and brand loyalty among adults to the adult U.S. Golf line. However, changing the mind of children is easier than changing the minds of adults, therefore there is an opportunity to sell clubs to kids before the loyalty forms.

Currently Sephlin is primarily focused on trade shows and sponsored events to draw individual customers. They are in talks with distributors to stock their products in major national sports stores, however it is currently unclear what the restock rate would be. They are in several local golf stores and have seen high interest in their girls club sets. They also sell on Amazon, which is where the majority of their sales come from. They have high seller ratings and positive feedback on the majority of their products.

Marketing Objectives

Advertising Objectives Create an image of Sephlin as a top-quality, hip, modern golf company. Inform target audience on Sephlin equipments professional-grade features. Persuade target audience to buy Sephlin equipment for their children. Leave feelings of quality family time and shared experiences with target audience.

25% Increase in equipment sales 15% Increase in merchandise sales Increase in brand awareness by creating a memorable campaign through:

Print: Web Ads Social MediaImprove web presence: Blog Website

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Target Audience

The primary customer for Sephlin is a man, because men who are 45 54 years old are 136% more likely than average to be interested in golf. He is more 127% more likely to be white. He is 126% more likely to be married and 109% more likely to have children aged from 12 to 17. This man is 157% more likely to be post college educated and has a 183% chance of working in professional and business occupations. He lives comfortably with his family and children with an income of $75,00 0 to $150,000, which is 156% more likely than average. Him and his family live in the Midwest, which is 132% more likely than average. This man enjoys playing with his children and wants his kids to enjoy the sports he likes. The father enjoys golfing, biking, staying in shape and traveling. From a range from 100% and 130%, he is more likely than the average to be a heavy reader of magazines, newspapers, the Internet and outdoor media. He is especially reads golf magazines and is very familiar with popular brands. The potential customer for Sephlin is a married man who is 45 to 54 years old.

According to the Teton Golf Course and the Rexburg Golf course, the golf ranges in and around Rexburg, Idaho have a large child but predominantly male audience. The Teton Lake Golf Course has family packets that usually target younger children and their family members. The younger children eight and under usually go to the range with their parents while a good portion of the older kids nine plus are dropped of by their parents and meet other children at the golf course. For the older children of the group (11+) they usually stay at the range for six hours and on weekends being there for a large majority of the day. The family packet is popular with all group ages. Through observation Teton Golf course employees agree that children gain their first golf set at the age of five. The majority of the children bring their own golf set to the course. The three most popular brands used by children are Callaway, Taylormade, Junior Tour Edge, and Titleist sets. On average the difference between Sephlin and these brands is 60-80 dollars. The different ranges depend on the age of the junior golf set being bought. Parents of children in the Idaho Junior Golf Association are willing to pay more money for their childrens beginner or current golf sets. They remain up to date on the latest online equipment reviews and word of mouth advertising from respected golfers and golf pros. Younger children or children not involved in the IGA usually continue to use different sets within the same brand. The Municipal Golf Course has two lessons a week. They host the little league lessons every Wednesday at 1 p.m. where everyone is welcomed since it is a beginner lesson. This lesson is quite popular and attracts a large audience with both genders and in particular with the younger age group. There is another lesson that has no instruction that runs hourly between 8 a.m. to 12 p.m. Older children (9+) also come and play together but are usually tutored privately by the golf professionals or other tutors. The golf courses sell a variety of golf sets but only rent out two golf sets to children in comparison to the 8 different golf sets available for adults. The reason for this is because the younger children five to seven years old usually five to six holes minimum with nine being the maximum. Older children eight plus usually play 27 to 56 holes a day with friends. With family the time spent and number of holes usually increases to at least 60 holes. Golf course employees and parents gave three main reasons as to why they take their children golfing. The first reason is because golf teaches their children manners. They explained that children learn patience, respect, and integrity. The second reason is that golf is a favorite family tradition pastime, where the whole family can enjoy a good, active, and clean fun. The third reason is that golf is a relatively safe non contact sport perfect for little children in particular.

Primary Research7

Gender Male FemaleAge 0 19 (end) 20 35 36 50 51 65 65+Do you golf at least once a month? YesHow often do you play golf? More than once a week About once a week Once a monthWhat brand of clubs do you use (textbox) No (end)Do you have children? No (next question) YesHow many children do you have?

How old are your children? 0 3 5 12 13 18 18+Have your children played golf?Have your children ever had golf lessons?Would you consider purchasing golf clubs for youth?What age did you first start playing golf?

> 18 Would have you started playing earlier if you had access to youth clubs?

> 18 Did you use gold clubs specifically designed for youth?

> 18 What brand of golf clubs did you use growing up? List three words that come to mind when you think of golf (clubs.)

Have you ever heard of Sephlin Golf Clubs? YesWhere (textbox)How would you describe them?(textbox)

SurveyTo find out more about Sephlins target audience, here is a survey that can be sent nationally online. Some services that can send the survey nation wide are Survey Monkey, National Business Research Institute, and surveysampling.com.

SecondaryResearchTo understand the behaviors of our target audiences, The Online National Report, MRI Reporter, golf articles and studies done by Golf Digest were studied and analyzed. These sources establish that the main audience that buys youth golf equipment and clothes, are fathers. These are the men who have high paying jobs and enjoy leisure sports like golf. They watch the top sports networks, like ESPN and Fox Sports. They are also heavy watchers of news channels. Besides the usual golf magazines, these men like the Consumer Reports, Forbes, and Fortune. These fathers are already used to the internet and enjoy online shopping. They are frequent visitors of Amazon, Ebay and Groupon.com. According to the National Golf Foundations yearly study, people in their 40s make up 17% of core golfers, which are regular players. This is the second biggest golfer group and the most likely to have children.

According to Sports and Leisure Research Groups study on Golfer Behavioral Segmentation & Consumer Insights for 2015, there are certain behaviors that are shared universally by golfers. Golf consumer are actively engaged across multiple media channels. Constant research and engagement increases motivation and therefore an increase in product consumption. This occurs most often when the provided content contained instructional content featuring amazing everyday players who give golf instructions from a bottom up perspective. In addition Golf customers regardless of age tend to unfollow those who are try to recast the game as hip and trendy. For the average father golfer, he wants to see the perspective of other father golfers, when it comes to both adult and youth equipment.

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strengthsA strength that Sephlin possesses in comparison to their competitors is the fact that all their golf clubs are 100% titanium. They have a higher and nicer quality in comparison to the common iron club sets sold at golf clubs or stores. The company puts forth great emphasis and effort to ensure that each golf club set is specifically customized for girls and boys of different ages, to guarantee professional styled equipment. In addition the player has four distinct professional bags to choose from in comparison to the two standard styles. Their own individual great quality clothing line has stylish clothes for adults and children.

WAt this moment in time Sephlin is considered a relatively unknown brand due to their short time in the golf industry. It does not have a strong golf player loyalty audience yet due to their limited retailers. Having no recognizable awards creates a lack of product credibility within the consumers mind. Popular gold magazines, like Golf Digest, reinforces the doubt within the target audience that titanium is the best type for hitting long distance.

eaknesses

OpportunitiesWith a redesigned campaign Sephlin will be able to further reach their target audience and explain and address any concerns their target audience may have in terms of their brand. Consumers will learn or better understand the difference a golf set tailored to a childs age or gender can have. Their overall better and fashionable bag design is likely to attract new customers and create brand loyalty. This will further encourage potential clients to purchase. As well as implementing a discount e-coupon for people who sign up for their newsletter. Sephlin also has the option of advertising in a well-known e-magazine, Golf Digest, which greatly multiplies their advertising consumer impression.

TU.S. Kids Golf is a threat because they too have specific height golf sets for different sizes. However they go a bit overboard with the different options available, while Sephlin simplifies their categories by age instead of height. Paragon is a major threat because in addition to being a better established brand they appeal to both left and right handed consumers.

hreats

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Positioning S tatementSephlin Golf is a family company with professional, beautiful and competitive products for each family member.

Sephlin, is an online store that sells golf apparel and equipment for adults and children. The company began its journey two years ago. The founders, Daric Hepworth and his wife Sephlin, were inspired to form the company based on a common problem they discovered with their seven children. The children were not provided with the right equipment. With their younger children, they noticed that the golf clubs wore out much faster. The Hepworths created a line of children golf clubs that can last, and be handed down from child to child. The golf clubs are made out of titanium instead of full aluminum, which helps prevent the clubs wear and tear.

We are targeting Dads who want to get their children involved with the sport and parents who want to create memories with their children through playing golf. They want quality clubs so they are able to pass them down to younger children. They understand that golf clubs are expensive and they need ones that last. The emotional appeal to these audiences is based on that desire to spend quality time with family and create memories with a humorous approach.

B i g I deaWe will pair Sephlin golf clubs with puns to create humorous misunderstandings and to catch people off-guard in their day-to-day tasks. These puns will seem outrageous upon their initial display but will eventually explain themselves through their golfing context. All the puns will have a family connection to illustrate how Sephlin supports families and family golfing.

The puns will work across all media, and will be reused with different images to convey the same message over time. Within the scope of video, the puns will be presented by two fathers, one who presents the pun and the other who takes it the wrong way to a fun misunderstanding.

The ads will primarily run in the local area and in the Midwest from early March through September. They will air initially on social media platforms as memes, Amazon ads, and Youtube videos. Eventually the ads will extend to golf magazines, outdoor bench, fence, and door ads, radio, and television once enough interest is gained in the brand.

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Creative Execution

YouTube

Social Media Ad

Magazine

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Media Goals, Objectives, Strategires and TacticsGoals: Reach 12 million people with $15,000

Strategies and Tactics: Use Facebook, Amazon, and Google marketing tools to micro-target audience. Tailor ads to fit each websites interface Track each ad weekly to make sure placement is effective. Specify target audience for every ad placed online.

Diversify spending across powerful web outlets. After tracking, adjust spending to promote most effective ads Pulse spending to hit the key months for golf equipment shopping.

Improve website to increase quality, not just quantity of interactions.

Contract a web developer to bring website up to professional standards. Use SEO to provide free increase in traffic.

Media ExecutionEvery dollar of your advertising budget should go towards precisely targeted ads. Weve identified three main online services that will allow you to do this.

1. Facebook:Facebook may be the easiest way to target a specific audience. If you want to find a 47 year old man who lives in St. George, Utah who golfs and has 3 children you can find him. You can advertise directly to him as well. Our ads can be placed on Facebook and promoted to read the people you want to buy your products. Facebook is the most used site in the world so it is where we feel the most money should be spent.

2. Amazon:Amazon isnt just a place to sell things, its a place to advertise things. Amazon has a pay per-click model for their promotions. Amazon allows you to set a maximum spending per day, once you reach the paid click limit, the promotion goes down. Pay per click will allow you to scale up your campaign based on how effective it is. Amazons advertising services will provide data feedback on whos looking at your products.

3. Youtube:Youtube is the 3rd most visited site in the world. It is more expensive than Facebook and Amazon, but video ads are much more powerful. Video combines sight, motion, and sound to grab the viewer and send a message. Youtube is quickly replacing TV as the most watched video medium in the world. Since Youtube is owned by Google, you are able to target the audience with Googles analytic tools.

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Website: $1,500 Redesigning the whole website (Graphic design) $10 Buy a domain name $66 a year or $5.50 monthly buy a hosting package $424 for logo improvements if needed

Amazon: $1,800 for higher months $700 lower $9.6 per day $300 monthly Higher $3.7 per day $116.6 monthly Lower

Facebook: Building Audience, Engagement, and conversion. Budget : $12.9 a day in the on season, $6.5 on the off Around 2,000 impressions a day We could either do : for website click, for page click If promoted posts : cost per engagement $400 for 6 months in higher periods $200 for 6 months in lower periods

Youtube: $2,100 higher periods $350 per month $11.2 a day $900 lower periods $150 per month $4.8 per day (no less than 15 seconds) cost per view. Ranges 10 cents to 30 cents roughly for how much an ad spot goes. Example $1,000

for 30 cent cpv would get us 3,300 views. YouTube is connected to adwords.

Budget Breakdown

Bumper Stickers

Non-Traditional Media Plans

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Social Media

Monday

Facebook

Twitter

Instagram

Pinterest

Blog

Tuesday Wednesday Thursday Friday Saturday Sunday

. Reblog relevant golf post



. Post own content. Post own content. Post own content

. Personal post. Personal post. Personal post. Personal post. Personal post. Personal post . Personal post

. Reblog 2 relevant golf posts







. Respond to respondents







. Monitor popular tags







. Video. Picture . Picture

. Feature blog post

. Create and pin 3 pictures

. Pin 3 pictures . Pin 3 pictures. Pin 3 pictures

. Manage comments

. Post

. Manage comments

The more of a social media presence a company has, the better the company looks in they eyes of the public. Having constant content and updated accounts shows the online world that Sephlin is an established company that has enough money and credibility. With this one year plan, the goal is to gain 25% more followers on each social media; Facebook, Twitter, Instagram, Pinterest and the blog. The raise of followers will bring more traffic to sephlin.com and more conversions on the amazon page.

Sephlins target audience cares about the status and professionalism of a company and by having a good presence online, they will be more willing to interact with the company. It is really important to stay on top of golf news, new trends and other social media tactics to keep a good presence online. Its understandable if Sephlin company can not keep up with these online demands. This is why we highly recommended hiring an intern who is already social media savvy and can keep up with the schedule and the ever changing trends. This intern should be a student who is already looking for experience in the social media field and doesnt need to be paid. With social media being a game of constant content, creative content, using popular hashtags to the companys advantage, keeping up with golf related news, and connecting and interacting with followers, having an intern would make social media a breeze and would help build Sephlins audience and have more Amazon conversions.

Schedule

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FacebookThe tactics for Facebook is to have a balanced posting schedule of Sephlin made content and relatable golf content. Three out of the seven days of the week, Sephlin should post golf related posts that would be interesting to their audience. These posts should be golf articles, quizzes, and or videos. Only posting Sephlin products will be repetitive and lose the audiences interest. The Sephlin-made posts should try and interact with the followers. Ask them golf questions and preferences. Examples of interactive questions are to ask them to comment on what their favorite golf course is or what their favorite golf club is. Another idea is to create Sephlin articles or interviews with Sephlin using golfers. Having Giveaway promotions will help bring more interactions to the page. For posting time, 6:30 p.m. is the best time to post to reach the target audience.

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Facebook AdsThe ads for Facebook do not have to be posted. To create and apply ads, go to Ads Manager on the left side of the Facebook account home page, which is in charge of Sephlins page. By clicking the green Create Ad button, Sephin can start making an ad. First the objective for the ad needs to be decided. Sephlin should try to directly get their audience to their Amazon site and Send people to your website will be the best objective. That objective can also work for the Sephlin Website. If Sephlin also wants to create more of an audience on Facebook, Promote Page will be another campaign that they can run. Next, the audience must be defined. Use the target audience traits in this area. The budget for the Facebook ads is $12.90 a day during the on season and $6.50 on the off season. Then design the ad by applying a call-to-action eye-catching picture and make a copy text that includes two call-to-action sentences that will entice the audience.

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TwitterHaving a twitter presence for Sephlin is all about repetition, staying relevant and connecting with the golf world. Twitter is a fast paced social media where a business needs to tweet many times a day to be seen. The schedule only has the bare minimum requirement for posting a day. It is important to tweet throughout the day. The account @sephlin is available at this time and should be used. Sehlin should post personal tweets with pictures about their products, Sephlin golfers, and upcoming events. Sephlin should also make tweets that interact with the followers by asking them questions about current golf related news. Sephlin should retweet and comment on golf related tweets like articles, pictures of golfing and famous kid golfers. To connect to the golfing side of twitter: go to the special golf hashtags and follow relevant Twitter accounts and competitor accounts. Always comment on these accounts golf related tweets and always respond to any comments or messages Sephlin receives. So stay relevant, tweet about any golf event that your audience is interested in and use the events hashtag. Connect the event with the Sephlin Company.

InstagramInstagram is a trending social media outlet that has been really popular for advertising. The great news is that the @Sephlin account is available. The effective way to post pictures on Instagram is from 12-1 p.m. during lunch time. Pictures can be focus on people using Sephlins equipments and golf memes. As for video we suggest to post after dinner time. Not many people will be able to watch videos during day time due to their occupation. Videos should focus on kids having fun with Sephlin products. For events that Sephlin is involved in, use the correct events hashtag. With players that use Sephlins merchandise, hashtag their names to increase attention. Just like anything else, the more likes the post gets, the more people will look Sephlin up. Another great thing about Instagram is that Sephlin can post their Instagram pictures on Facebook and Twitter. Specific hashtags that are only popular on Instagram that should be used: #golfing #golfcart #golfislife #golfclubs #golftime

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PinterestPinterest is another easy way to show viewers products and other niche subjects through pictures. It is very easy to use, by just uploading a picture, writing a two sentence comment and linking either the Sephlin website, blog or Amazon page. This way the viewer can look, click and be on the site Sephlin linked. Sephlin should create three different boards: Golf Equipment, Golf Attire and Family Golf. All Sephlin golf equipment related articles or pictures should go under Golf Equipment. Golf Clothes and accessory related content should go under Golf Attire. Anything with family-oriented golf content should go under Family Golf. This board can contain anything from family golf related articles, pictures, memes and blog posts. Remember to choose the appropriate category for your pins.

BlogTo bring more of Sephlins audience to their website, it would be the best if the blog and the website were combined. This way, who ever clicks on a blog post, will be brought to the website and have a better probability of looking at the rest of the websites content. The blog will post content only once a week. The best time to post is during the weekends. The target audience is busy working during the week and they dont have or feel that they have enough time to look at blog posts during the work days. The scheduled post day, Saturday, is when the target audience has time to relax and read articles and posts. The content on the blog so far is too personal to be connected or associated with a company. Even though Sephlin is a family oriented company, only having family posts is not going to catch the eyes of the total target audience. The Sephlin blog needs a variety of content to keep their audience interested and noticeable. Sephlin can post about family adventures, but should add other regular content to the blog. Another big post idea is to interview or ask a golf question to a parent and a child. This regular post would have a picture of the parent with their child(ren) and below would be a question and answer where the reader can enjoy comparing the parents and childs answer about the golf subject. Other regular content posts can be about people using the sephlin gear, and Sephlin news updates. The post names should include keywords that will help the blog post show up in searches more.

Event StrategiesEach Event suggested has their own social media hashtag strategy. Besides the overall main Sephlin Golf hashtags, there are specific hashtags for each event. Celebrate Youth mainly will focus on the hashtags celebrateyouth and will also hashtag porterpark. For the Back To School Family Golf Tournament, the promotional hashtag will be sephlinback2school and Sephlin will also use the name of the golf course as a hashtag. The Family Day Golf Tournaments hashtag will be familyteetime, which relates the pun big idea. Sephlin should also hashtag the golf courses name again. The Eastern Idaho State Fair in Blackfoot will have the most hashtags : easternidahostatefair, idahostatefair, sephlinstatefair, sephlinblackfoot and blackfoot. using this hashtags. It is important to stay on top on the new trends daily and try to use the hashtag creatibly. The promotional hashtags should only be used right before and during the event. The creative hashtags are when posting about golf related puns. These hashtags should be connected with the Facebook ad wording.

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Hashtags & KeywordsHashtags and keywords in social media, is how you can gain a bigger audience and be in the public eye. Hashtags are used mainly in Instagram and Twitter, but also can be used in Facebook. There are overall hashtags that Sephlin should use for regular posts. These overall hashtags, seen below, will help let the audience explore Sephlin related posts and products. There are popular hashtags that will help broaden Sephlins audience. These can be seen in the left hand column, worldwide or location trends on Twitter and Trending Tags in the search section of Instagram. Popular hashtags are either about an event, a person, or about any popular subject that masses of people are talking about. It is important for Sephlin to make relatable post on these sites while using this hashtags. It is important to stay on top on the new trends daily and try to use the hashtag creatibly. The promotional hashtags should only be used right before and during the event. The creative hashtags are used when posting about golf related puns. These hashtags should be connected with the Facebook ad wording.

Keywords are important when it comes to the blog, the website, and twitter. For Sephlin, keywords are golf related words that would be regularly searched by their target audience. If the target audience regularly searched youth golf clubs in Google or Twitter. Sephlin should make sure that the blog posts have these key words within the blog post and website titles and SEO. These keywords should also regularly show up in the body copy of Sephlin tweets. The more keywords sephlin has in their content, the more they will show up in searches and the more people will click on Sephlins online platforms.

Promotion IdeasFamily Day Golf Tournament June 25, 2016The intention of this promotion is to have booths at the Rexburg golf course. Here families can bring their own golf set, play with it, and then play with a Sephlin golf set, so that they can see and check the quality of Sephlin products. This event will take place in Teton Lake Golf Course in Rexburg (722 N 12th W, Rexburg, ID

83440) This idea will be implemented to other states Souvenirs and other golf products (sunglasses, golf balls, tees, etc.) will be given to those

who participate in the activity.Cost: 500 Sunglasses (Personalized) $370100 Golf balls (Personalized) $40500 Golf tees (Personalized $45Sports Zone Arcade Golf $250Portable Putting Green $33 Back to School Golf Tournament July 2016

This is a tournament where kids and families from the surrounding counties of Eastern Idaho compete in order to win school supplies. The main prize will be a complete golf set. This event will take place in Teton Lake Golf Course in Rexburg (722 N 12th W, Rexburg, ID 83440) This idea will be implemented to other states.

$750 in school supplies: Glue Sticks, Paper, Colored Pencils, Markers, Binders, Pencil Pouches and Back Packs. The main prize will be a complete golf set, provided by Sephlin. This event will take place in Rexburg golf course, rent price: According to Tee and Cart. This idea will be implemented to other states It will become an annual event.

Sponsors for School Supplies: Porters, WalMart Pencil Paper (Wide Ruled) Binders 10 Backpacks

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Back to School Golf Tournament July 2016

This is a tournament where kids and families from the surrounding counties of Eastern Idaho compete in order to win school supplies. The main prize will be a complete golf set. This event will take place in Teton Lake Golf Course in Rexburg (722 N 12th W, Rexburg, ID 83440) This idea will be implemented to other states.

$750 in school supplies: Glue Sticks, Paper, Colored Pencils, Markers, Binders, Pencil Pouches and Back Packs. The main prize will be a complete golf set, provided by Sephlin. This event will take place in Rexburg golf course, rent price: According to Tee and Cart. This idea will be implemented to other states It will become an annual event.

Sponsors for School Supplies: Porters, WalMart Pencil Paper (Wide Ruled) Binders 10 Backpacks

Celebrate Youth August 16th 2016 12-6:30 p.m.

Celebrate Youth is an event that attracts all of Eastern Idaho together for a day to celebrate the beginning of the school year. It is sponsored by businesses all around town that support children of all ages receiving an education. Having a happy and healthy school year is something that requires an entire city.

Reserve Booth for event by July 2nd The cost for reserving the booth at the event is $100 This event will take place at Porter Park, Rexburg, ID This will be an annual event If Sephlin wants to be promoted even more, the cost will be $250. This includes a reserved

booth, and Sephlins name included in bags, banners, flyers and other pieces of advertise-ment at the event.

Souvenirs and other golf products (sunglasses, golf balls, tees, etc.) will be given to those who make a whole.

Cost: 500 Sunglasses (Personalized) $370100 Golf balls (Personalized) $40500 Golf tees (Personalized $45Sports Zone Arcade Golf $250Portable Putting Green $33Total Cost: $1,088

Eastern Idaho State Fair September 5 -12, 2016

The Eastern Idaho State Fair is a state fair held annually in Blackfoot, Idaho. During this event, the intention will be to have a promotion booth where Sephlins products can be advertise and sell. There will also be a roulette that families can spin and get prizes for it. Next to the booth area there will also be a mini putting green where families can make whole in one and win prizes.

Souvenirs and other golf products (sunglasses, golf balls, tees, bumper stickers, etc.) will be given to those who make a whole.

This idea will be implemented to other states, if successful here. This event will take place at thee Eastern Idaho State Fair in Blackfoot Idaho (97 Park St,

Blackfoot, ID 83221)

Cost: 500 Sunglasses (Personalized) $370100 Golf balls (Personalized) $40 500 Golf tees (Personalized $45Sports Zone Arcade Golf $250

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Other Promotion Ideas

Promo Signs

Sephlin will display a sign of their company with their logo on it. Sephlin will display these signs in the different promotion events (i.e. Celebrate Youth and Back to School Golf Tournament), so that everyone can see the name of the company and get familiar with the brand. The sign will consist of the company name, logo, and a call to action. These signs also will be in other shows, events, and fairs where Sephlin will be participating.

Networking

Networking is a vital part for every business nowadays. This element of networking will mostly involve self- promotion of the company through personal face to face contact, promotional events networking, blogs, websites, and social media (Facebook, and YouTube). Through all of these media, Sephlin will be able to reach many people, as well as leave information with the right people to create vital connections and business relationships with other golf companies and clients.

Sponsorship

Walmart, Porters, and Big 5 mentioned interest in sponsor materials for different promotional events. For example, Walmart can provide school supplies for the Back to School event. Sponsorship events has become something that businesses have found very successful, if it is done right. A month or two before every event, Sephlin should consider the option of getting sponsors for their events, or sponsoring an event. Celebrate Youth, Back to School, and the Eastern Idaho State Fair seem like great opportunities to get sponsors and create good relationships with other businesses and companies from the Eastern Idaho Area. The same could be done in other states and areas of the country.

Budget Breakdown

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Public Relations

Challenges

Idaho

Not many golfing opportunities here Rough terrain Snows instantaneouslyShort amount of time for golfing opportunities. March SeptemberNot a popular sport No Golfing buddiesNot many people can afford it Golf is an expensive sport.

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Press Release

Summary and Agency PitchWere proud of the work we have done for you. We are confident that this advertising campaign will increase your visibility, reputation, and sales. To sum up, our campaign can be thought of as a three part program:

1. A targeted, well positioned campaign. If your ads are not in the right place, and reaching the right people, it doesnt matter how attractive they are. We have compiled a statistical case to focus on Facebook, Amazon, and Youtube. These services will allow you to micro-target your audience and be more effective with each dollar you spend. With a $15,000 budget, we strongly encourage you to focus on Online promotion at this stage of the company. Social media is a cost effective method to promote a brand.

2. A hip, eye catching, product-selling campaign. We are positioning Sephlin as a family business that sells excellent products for a quality price. The ads create a high end, youthful, family image. Our videos, web ads, print ads, and promotional materials all promote that image. With consistent messaging, Sephlin will have a reputation other companies will envy.

3. A public relations plan to carry Sephlin into the future. The advertising campaign is for a limited time. A public relations strategy will help you maintain your image. We have given you the tools to manage the Sephlin brand. With events, engaging social media strategies, and positive news coverage, Sephlin can promote itself without paying someone else to spread the message. These tools are vital in the long term health of a brand.

We hope that our excitement for what Sephlin can do as a brand is rubbing off on you. These three areas will be vital for the sustained growth of your company. With your impressive product lineup, beautiful design, and clear market, Sephlin is already positioned to build a loyal customer base. We are confident that this campaign will help it to expand the reach of the company immediately.

The contents and ideas in this presentation are the intellectual property of the students who created it and Brigham Young University-Idaho. The use of any of these ideas or concepts without the written permission of the students and BYU-Idaho is strictly prohibited.

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Gage OlsenAgency Manager

Clarissa HelmanCreative Director

Liz JensonArt Director/Production Manager

Joss StewartCopywriter

Jamie ChristensenAccount Executive

Leslie ChaconAccount Coordinator/Assistant

Gage

Jamie

Clarissa

Joss

Leslie

Liz

Gage is a bad golfer. He is also afraid of bees.

With PHD in sarcasm, and a masters in non stop talking, Jamie comes from a small town with 2 stoplights, and the best rodeo you will find in Idaho.

With a gift to turn any negative into a possitive, Leslie has conquered many obstacles. She still has to conquer her sweet tooth guilty pleasure, giving up chocolatey goodness is just not an option.

Liz is a small town girl with a big imagination. She enjoys taking pictures, soaking up sun and racing unsuspecting trucks in her turbo-diesel bug.

A gamer, a film connoisseur, a TV enthusiast. In fact you could say Clarissa is a real-life IMDb. Although her passion for film and video games ranks high on her list, this nerd girls real ferocity is found in the creative room working closely with her team.

Born to the darkness of the Alaskan winter, Joss came to the world for ONE thing: to never stop exploring. This he does 24/7, unless hes tired.

Curating Timberland Boots

Attending Midnight Premiers

Creating her own lyrics to popular songs and blamming the song for messing up

Taking sweet photos

Drinking loose tea

Singing along to songs on the radio

Shaving

Catching her escape artist Black Lab

Eating Twix bars for breakfast, lunch and dinner

Eating popcorn at all hours of the day

Finding healthy restaurants in Idaho

Purposely going against what others like

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Randy SlaughCreative Team

Tat Cheong ChingSocial Media Specialist

Abby AndersonPublic Relations Director

Lisa ReidDesigner & Production Manager

Kyungtae MinCreative Team

Audrey HalversenResearch Director/Social Media

Specialist

Randy

Min

Tat

Lisa

Audrey

Abby

Kyungtae Min is an international student from Korea. He is an ordinary person who dreams big. He likes photography and graphic design. He has passion, but needs more skills and knowledge.

Audrey lives and breathes on the forever changing trends of pop culture and social media. As acalifornia local, she was born ready to adapt to new tides of news, data and some good waves.

Abby Anderson is not athletic enough to compete in the Olympics, so her dream is getting into the Olympics by working for them as an Event Manager. Born and raised in Virginia, her southern charm really makes her personality a charming Southern Belle.

Tat is from Hong Kong. He likes to do outdoor stuff. He dreams about someday being a businessowner. Try to walk up to him and speak Chinese, you will be surprised what he will say to you!

Lisa Reid was born near the ocean in San Diego, where she learned to take criticism with a grain of salt. She spends her day time as a beauty consultant borrowing peoples faces and leaving them better than she found them.

Playing any song on the guitar by ear.

Eating Korean Food

Knowing breaking news before anyone else

Yard Sale bargain shopping

Shooting

Reading

Consistently going to the gym.

Understanding English

Knowing when its someones birthday

Karaoking to Beyonce

Asian

Cooking

Randy has been creating art since before he could walk. Suffering from a severe nacho addiction, Randy will say that the one plus of attending college in Southeast Idaho is the plethora of Mexican restaurants available at easy access.

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Elizabeth RobinsonTraffic Manager

Jonathan De LeonPromotions Director

Mauricio MoraMedia Planner

Yolita SalazarAccount Manager

Yolita

Mauricio

Elizabeth

Jonathan

Elizabeth Robinson enjoys photoshopping Star Wars space ships into New York Times cover photos and changing headlines to imply that aliens are going to destroy New York. A life dream of hers is to buy a chunk of kryptonite to carry around just in case. She sets all the deadlines for the team by shaking a Magic 8 Ball while underwater looking in a mirror.

Jonathan De Leon was born in a small, warm city, between green volcanoes and the PacificOcean in Guatemala. He has lived in three countries. He has a passion for movies, the outdoors, and Latin Dancing. Let him know if theres a party going on, especially if bachata, is going to be played there!

Yolita is a peruvian native who loves to research, watch, and analyze all types of videos and topics she becomes interested with. When interested enough she forgets about everything and everyone around her annoying close friends and peers a little.

Mauricio has come to US 6,611 miles to pursue his education and become a superhero. He has won the FIFA tournament 2015 of Rexburg on XBox, even though he has a PS4 ($200 cash for playing video games). His dream is going to England to watch a Premier League game.

Impersonating Super Villians

Latin Dancing

Getting startled easy

FIFA

Taping dinosaur spine to hedgehogs

Swimming

Finding random superb research

Focus

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