“Break out of the dojo, and clean up on the beach!

Hyper Martial Arts is a program committed to recognizing outstanding athletes and their new

ideas and techniques surrounding martial arts. Hyper Martial Arts breaks out of the dojo and

brings their fresh new moves to the outdoors. Partnering with Ocean Conservancy to bring

awareness to coastal pollution while offering exquisite performances will make saving our world

fun.

Coastal pollution is a worldwide problem that is heavily influenced by humans. Pollution not

only hurts our animals, it negatively impacts our environment and takes away from how

beautiful our world truly is. Hyper Martial Arts can help a significant amount by performing at

the beach and give a profit of their earnings to help the coastal pollution program.
Overall goal​: The overall goal for this event is to provide an interactive and entertaining way to

help both companies/causes. We want to showcase talent from the Hyper Martial Arts group and

allow them to gain a new audience and support, while also raising awareness of pollution and the

endangerment it causes.

S - ​Hyper Martial Arts will collaborate with a Coastal Cleanup organization, releasing an event

that will raise awareness and funds in order to decrease coastal pollution.

M - ​We will have everyone attending the event make a reservation, in order to prepare for the

amount of people to come. After the event, we will ask people who attended to complete a short

survey about their experience in order for us to be able to see if we achieved o

ur goals. We can also tell our success by looking at our sales from merch and donations.

A - ​This goal can be accomplished by donating a portion of the enrollment fee and merchandise

to a cleanup organization and by expressing the importance of taking care of our planet and the

spaces we utilize.

R - ​As climate change and pollution is a current issue that is constantly debated daily, the issue is

very relevant in our current time. Hyper Martial Arts is all about breaking it out of the dojo and

being different, compared to traditional martial arts dojos. They use many different outdoor

spaces whether it be for advertising purposes or hosting camps and events. Getting Hyper

involved with the pollution and climate change movement and showing individuals that their

brand cares and would like to make a change, will boost the reputation of the company and

potentially attract more customers and supporters.

T - ​This event will be planned and executed in approximately one or two months time.

Primary Audiences: ​Our primary audiences are Hyper Martial Arts supporters and the Coastal

Conservancy supporters. We hope that this event will bring both audiences to the other company.

For individuals who would like to learn or continue strengthening their martial arts skills, Hyper

supporters or people who want to give back and help our planet. This campaign could expand by

bringing this different audience in. It is a unique way to get others involved and may encourage

these individuals to support Hyper as a brand as well as potentially pick up a new hobby.

The 5 E’s:

Education ​within our campaign would be incorporated to help inform our stakeholders about

our campaign. We want to help educate not only the stakeholders but the audience as well; by

explaining and showing our goals with Hyper Martial Arts with helping our environment.

Education is important so that there is an understanding of the main point for the main point of

the campaign.

Engineering​ is going to help with the campaign as it will be helping raise awareness and

behavior change. Engineering for the campaigns will do more than just inform people but

actually get people involved hands on. Getting more people involved with the campaign and

getting a positive reaction will be because of the engineering and helping give the information

out in front of them.

Enforcement​ can be incorporated within the campaign by having stuff to give away in order for

people to participate. So since people are willing to do so much for a t-shirt; clothes and small

gifts can be given away to help enforce people to participate with the campaign. So the more

someone is willing to participate the bigger the giveaway could be for them.

Entitlement​ would definitely help the campaign by having an influential person come out and

show their face to show people that it is an interesting campaign and they should help out too.

Having a paid celebrity or even a celebrity who does martial arts could be a way to get the word

out about the campaign and share their moves and story of why they are involved and why other

people should get involved too.

Evaluation ​is when all the numbers would be added up from the campaign. How much behavior

change their was and if it was positive or negative. All the surveys and media posts that are put

out can be measured and will be measured at the end of the campaign to see how much change

and impact on attitudes and behavior there was and if there was any. There can be comment

posts to see what people liked or didn’t like about the campaign to help with the next one.

Strategies and Tactics:

Strategy #1: ​Research and locate data regarding the impact that pollution has on our

environment and emphasize the importance of taking care of our planet.

Tactics:

1. Use various social media platforms to share facts, evidence and the impact of this

problem

2. Distributing pamphlets to local dojos, schools and places which are environmentally

friendly to promote the event and include data on the problem which inspired it.

3. Using newspapers and online local news sites including informative advertisements on

the event

Strategy #2: ​Speak with celebrities and have them generate awareness about the program and

the issue, resulting in the media generating additional talk about the event.

Tactics:

1. Create advertisement visuals (posters, videos, ect) of the celebrities to release on social

media platforms

2. Have a celebrity appearance at the event

3. Posters in martial arts and environmentally friendly locations of these influencers

Strategy #3: ​Creating and advertising merchandise in order to promote our event and both

company’s

Tactics:

1. Create merch with our logo that includes both companies

2. Sell them at a reasonable price

3. Make sure designs are original and creative

 4. Allow audience to submit their own creation of merch and pick two to actually sell!

Campaign Calendar:

May 2019

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1.Media 2.Contact 3.Email 4.Order 5.Create 6.Confirm

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Broad Budget: ​Ideally, there would be a budget of around 25,500 for the whole month of the

campaign.

Advertising-$375.00

Apparel and gifts (shirts, pens, mugs)- $375.00

Celebrity endorsement- $375.00

Contests-$225.00

Supplies-$175.00

Research and polling- $125.00

Voter Reasoning-$500.00

Media-$75.00

Administration- $125.00

Transportation-$150.00

Evaluate the Campaign: ​At the end of the campaign an evaluation will be made to check the

changes of behavior and the impact that was made whether positive or negative. The evaluation

will be process based to evaluate the strengths and weaknesses of the campaign and what part of

the campaign worked best. It will also be outcome based to evaluate the positive impact was

made at the end of the campaign. This will evaluate the progression that was made after the

campaign is over. Some evaluation methods that are planned on being used are post-surveys that

people may take in person or online of what they felt about the campaign. We will also be

evaluating with participation that is made during the campaign process; how many media posts
are there and detect how much the campaign is being talked about. We will also have a financial

evaluation, to see our overall budget and if it was over, under, or right where it was supposed to

be. Lastly, we will interview people on what they thought about the campaign and what they

liked best. These evaluations for the campaign will help check what worked within the campaign

and what processes didn’t work as much and what we can do to do better in any future

campaigns.