Integrated Brand Promotion Plan

Target Market: Mountain Bikers

C. H. & B Advertising
Joseph Bogenschutz
Hector Garcia
Clarissa Obeso
Chris Ramirez
Joey Wong
 IBM 405
Mountain Biking
PRESENTATION GUIDELINE:

I. Brief Introduction/Overview
A. Intro of your Agency
Mountain Bikers Adventures Advertising
B. Intro of your Target Market
Mountain bikers
Our target market is Mountain bikers.

II. Situational Analysis (35 Points)

A. Market Analysis
1. What is going on in the tourism market/industry in the world/Hawaii
● Brings billions of dollars to the state of Hawaii
● Decreased in the early 2000s due two major airlines and two cruise
ships stopped operating
○ high fuel prices deterred travel
○ recessions in Japan and the U.S., as well as California's
economic meltdown, slowed the flow of tourist
○ Used to favor Japanese tourists since they would spend more
money, but since the decrease of the yen, favor american
tourist
a. What are some popular destinations, changes in trend of destinations, changes in
reasons of going on vacation, trends in the benefits sought after in vacations, etc.
● Popular destinations
○ Honolulu
○ USS Arizona Memorial at Pearl Harbor
○ Waikiki Beach
○ Road to Hana
○ Hawai’i Volcanoes National Park
○ Na Pali Coast State Wilderness Park
○ Haleakala National Park
○ Kanu Coffee Parks
● Changes in Trend of Destinations
○ Adventure tours
○ Private tours
○ Want to travel on their own, discover Hawaii on their own

● Changes in Reasons of Going on Vacation

○ More retirement vacations
○ Couples traveling alone for the first time
○ Birthday Bucket list trips

B. Brand Analysis
 1. How is Hawai’i perceived by current customers? by potential
customers?
● The Aloha spirit. A friendly accepting attitude for which Hawaii is
well known. And the islands’ inimitable charm and charisma.
● Moderate Hawaii weather. It’s perfect all year which makes it
perfect for shorts, t-shirt and “slippahs” attire. Cooling trade winds
mean it is even very comfortable in summer.

● Natural beauty beyond words. Natural parks include Waimea

Canyon on Kauai, Haleakala National Park and Road to Hana in
Maui, Hawai’i Volcanoes National Park on the Big Island

● A plethora of beaches considered world class. All beaches are

public by law a few of the more popular ones are Makena and
Kaanapali on Maui, Ala Moana/Waikiki, Hanauma Bay and Lanikai
in Oahu, and Hanalei and Poipu in Kauai
● Tropical fruits and flowers. Local seafood.
● Culturally diverse foods of Hawaii
● Hawaiian music.
● Exotic yet familiar. While safely within the US, you’ll also have no
issues with your cell phone, electric or foreign currency.
● Hawaii is relaxing.
● Historical, Pearl Harbor on Oahu

2. What do current customers seek for in Hawai’i? by potential

customers?
● A plethora of activities for all to enjoy.
● Family fun. A great place for kids of all ages to be kids, and a unique
respite from the mainland.
● Romance.
● Relaxation
● Adventure
C. Product/Service Analysis
1. What does Hawai’i currently offer?
● Whale Watching
● Surfing
● Snorkeling and Scuba
● Sailing
● Parasail
● Dolphin quest
● Mountain Biking
● Helicopters
● Views
● An escape

2. What can Hawai’i potentially offer additionally?

 ● Theater productions
● Additional bike paths
● Accessibility to

D. Consumer Analysis
1. Who are current customers of Hawai’i
● Middle to upper middle class
● Adventurist
● Active lifestyle
● All ages
● Thrill seekers
● Photographers
● Surfers
● Scuba divers
2. Who can be potential customers of Hawai’i
● Agriculturist
● Recent college graduates
● Travelist

E. Competitive Analysis
1. Hawai’i’s competition
Costa Rica, Puerto Rico, Jamaica, Bahamas, Miami, San Diego.
2. What are they offering that Hawai’i is not offering
Wildlife, nightlife, shopping, amusement parks, different food choices.
3. Why are potentials customers preferring competition over Hawai’i?
Distance & price. The cost and time being put into traveling to Hawaii is
just too much for most people.
F. Problems/Opportunities
1. Based on the learning of A – E, what are problems do Hawai’i have?
● Surfing? That’s for people who want to hang out at the beach all
day
● Limited active activities
● Romance and Family
● Costs a lot

2. What opportunities does Hawai’i have?

Unique geographic location

Unique geographic features
Unique history and culture

(This will be a lead into your recommendation of the Target Market you
have identified for Hawai’i to enhance their tourism growth)
G. Think/Do Formula
 III. Target Market Profile & Defense
(45 Points)
A. Choose your new TM (by psychographics, geographic, demographic, etc.)

Use 8 variables to DEFEND your choice using as much support documentation as possible (e.g.
income, lifestyle, usages, purchase behaviors, travel patterns, etc.) Clearly present the 8
variables with pertaining data. Also submit the supporting data as Appendix A, B, C, etc. in your
written submission Highlight only the specific relevant sections with the documentations.

HINT: One of the best places to start thinking about a potential new Target Market is to review
their Previous Behavior in the brand category, i.e. what do they do for entertainment, how much
they spend, etc.

Demographics
A. Age - ages vary from 25-45 years of age. Established careers to maintain an expensive
hobby/lifestyle.
B. Gender- TM will primarily be males as 8 in every 10 mountain biking enthusiast are
males.
C. Ethnicity- Caucasians will be our main TM as they account for 75% of all mountain biking
enthusiast.
Psychographics
A. Health - health enthusiasts. Great cardio workout. Hawaii is filled with beautiful scenery
and trails that can fulfill their hearty desires.
B. Lifestyle - People come to Hawaii to not only relax, but to explore the Island as well.
They want to explore and engage in activities. People that visit are usually adventurous
and enjoy the outdoors.
C. Travel Patterns - People don’t have to worry about only traveling to Hawaii in the
summer. Hawaii has tropical warm weather year round, which is perfect for mountain
biking.
D. Income - Those with an established income, who can spend money on hobbies.
$45,000+
 E. Geographic - Areas with the most bike trails: Washington, Minnesota, Delaware, Utah,
Colorado. More bike trails, more individuals with biking as a hobby.

B.

Communication Message: While the cost may be higher Hawai’i provides unique
mountain biking experiences. With hundreds of trails at all levels, all with great views of the
picturesque Hawai’i landscape, we guarantee that you will find one that you like. Mountain
biking in Hawaii is for families and solo riders alike we know that you will find a home and a
family here on Hawai’i

IV. Plan Objectives (15 Points)

A. Marketing Objective
Increase total revenue from tourism from $16.78 Billion in Visitor Spending by 2% to a total of
$17.2 Billion.

B. Advertising Objective
(What do you intend to achieve through advertising and other promotional vehicles)
(e.g. to change consumer’s beliefs, to influence purchase, etc.)
Additionally, be sure to reflect the Positioning/Solution you have identified in Think/Do formula in
section IIG.
a. We want to change beliefs of Hawaii being a family vacation destination. We
want to influence our target market that Hawaii is a place where they can live and
enjoy the adventurous environment. Our goal is to project the image of Hawaii of
being a mountain biker’s paradise.

C. Communication Objective

Create awareness of the various trials that Hawaii offers to bikers and the different things that
Hawaii has other than beaches and luas.

V. Brand Communications Strategy & Execution (70 Points)

A. Overall Promotional Campaign Creative Message
1. Create Brand Wheel for your brand. This Brand Wheel will be the
guide for all of your creative work in this section. (show actual Brand Wheel
as Appendix AA)
Brand/Product Mountain Biking in Hawaii
Name:

Product Attribute Tropical, adventurous, large number of trails already established, variety
in skill difficulty, scenic

Product Benefit Established and dedicated community of mountain bikers, once in a

lifetime experience, Hawaii experience itself

Personality Adventurous, fun active, unique, athletic, beautiful, bike lover

Value A strong community, preserving nature, maintaining Hawaiian culture

and traditions.

Essence A once in a lifetime biking experience filled with adventure, fun,

adrenaline and beautiful sites.

2. Speaking-with-one-Voice Message. This is the common

verbiage/slogan/theme throughout your entire campaign. (show actual
message as Appendix BB)
Ride through Paradise

B. Advertising
1. a. Objectives (Why are you using Advertising as selected vehicle)
We will use advertising to help create awareness of our campaign as we
hope our slogan “Ride through paradise” will be a well known phrase in
the biking community.
2. b. Strategy (What are you going to do with Advertising)
We will be using a traditional approach of advertising by posting billboards
and ads on bus stop shelters of our slogan.
3. Execution (show actual ad piece as Appendix CC)

C. Consumer Sales Promotion (including Event Marketing)

1. Objectives (Why are you using Consumer Sales Promotion as
selected vehicle)
 Our objectives with using Sales Promotions is to generate a buzz and
increase knowledge about Hawaii mountain biking opportunities, and as a
result increase tourism revenue to the islands of Hawaii.

2. Strategy (What are you going to do with SP)

Partner with local and national mountain bike retailers to provide a contest
in which contestants enter to win an all-expenses paid mountain biking
excursion to Hawaii as well as promoting the contest via social media and
the internet. In order to participate they must make a short film (1-4 min)
and submit it to a website, in this film they explain why they should be the
winner and a short few clips of them mountain biking. The winner will also
be filmed at times during their trip so that we can then use that to create
some more footage for later ads.

3. Executions (show actual SP piece as Appendix DD)

D. Trade Sales Promotions

(Trade is the term used for business partners who have a direct influence on your consumer
making the decision to select your brand; e.g. travel agent, event coordinator of a company,
business that is in the position to endorse your brand, etc.)
1. Objective (Why are you using Trade Sales Promotion as
selected vehicle)
- We want to collaborate with REI Co-op, an outdoor retail
company, and present our brand in their stores while promoting
their products as well. We want to attract our target market while
benefiting REI with increases in sales.
2. Strategy (What are you going to do with Trade SP)
- We want to have display props with a digital display setting of
Hawaii mountain biking trails. REI’s latest and greatest mountain
bike will be displayed front and center mounted on a “trail” prop
where customers can take a seat on the mountain bike and take
photographs giving us free advertisement on social media. In front
of the display we will have a hashtag (#ridethroughparadise) along
with the social media platforms icons. We will be paying for the
display for social media buzz and REI will be generating sales on
bikes.
3. Executions (show actual Trade SP piece Appendix EE)

E. Publicity/Public Relations
1. Objectives (Why are you using Publicity/PR as selected vehicle)
We want to create a positive and fun perspective towards
mountain biking
2. Strategy What are you going to do with Publicity/PR)
 We will have a mountain biking race at the White Ridge
Trail in New Mexico in May. All those who want to participate will pay a $10
fee. We will have the event sponsored by local retailers who will match the
$10 fee and provide refreshments and giveaways to those who attend. All
proceeds will go towards the IMBA (International Mountain Bicycling
Association), who works towards building and sustaining mountain biking
trails
3. Executions (show actual Publicity/PR piece as Appendix FF)

F. Direct Marketing
1. Objectives (Why are you using DM as selected vehicle)
Direct Marketing is one of the best ways to make sure that you are
reaching your target market. We can specifically target segments in the
market and portions of the target market to choose.

2. Strategy (What are you going to do with DM)

In partnerships with local and national bike retailers we will be
sending people who have purchased or have interest in mountain biking, a
postcard in the mail. This postcard will have information on the back of it
about the availability, quantity, and quality of mountain biking in Hawaii.
With this we hope to attract new travelers and generate an increase in
tourism revenue, while generating more knowledge and creating better
awareness about mountain biking in Hawaii

3. Executions (show actual DM piece as Appendix GG)

G. Internet
1. Objectives (Why are you using Internet as selected vehicle)
The internet is the most cost and time efficient way to reach a
broad audience. Through the usage of social media and websites, we are
able to showcase our offerings to consumers all around the world.
2. Strategy (What are you going to do with Internet)
Usage of google analytics. When consumers search for mountain
biking on google, our brand will be one of the first things they see. We will
also have banners and ads posted on outdoor sporting related websites
such as rei. Another way for us to effectively advertise our brand would be
through the usage of social media. We will use Twitter and Instagram to
reach our target audiences. It will be an efficient way to increase brand
awareness and keep our current customers up to date. Youtube will also
be used to show videos of what Hawaii has to offer regarding mountain
biking.
3. Executions (show actual Internet piece as Appendix HH)
 VI. Master 2014 Campaign Schedule (including all 6 vehicles)
(10 Points)
A. When will each of the 6 vehicles be scheduled
Advertising: scheduled to be posted on billboards and bus stops starting in April and going
until the end of September
Consumer Sales Promotion
B. Why
Advertising: This is the peak season for mountain biking

Appendix

Health - https://healthcommkey.org/health-benefits-mountain-biking/
https://mountainbikesonly.com/benefits-of-mountain-biking/

Best mountain biking trails in hawaii - https://www.singletracks.com/mountain-

bike/best_trails.php?new_state_id=392
CC

Ride
Through
Paradise

Haw
aii

EE
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GG
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HH