Pflueger Fishing Gear

SPENCER L ADD PUBL IC REL AT IONS

• Research• Situation Analysis• Objectives• Audience• Strategy• Tactics• Calendar• Budget• Evaluation

R E S E A R C H QUALITITATIVE Top of the line – one of the best fishing choices a fishermen can make. Pflueger rod & reels, specifically – the Trion GX provides a great range of capacity, ratio, weight, retrieve and class of fishing.

QUANTITATIVE

Ratings Distribution:

Out of nine reviews

5star 4

4star  3

3star 0

2star 2

1star 0

Capacity-Ratio-Weight-Retrieve-Class

SITUATION A N A L Y S I S

•  Originating from Akron, Ohio, Pflueger Fishing Tackle derived from a fishing hook manufacturing company.

• Pflueger Fishing Tackle has chosen to create a campaign to ensure and improve their reputation and it’s public support, while informing their audiences with awareness of their products.

O B J E C T I V E S• Increase number of fishermen that use or admire

the Pflueger Trion GX Rod and Reel• Encouraging fishermen to enter our fishing

tournaments• To inspire our current and future anglers who seek

to own our products by hearing successful fishing stories• For our audience to visit our website for advice and

learning tips http://www.pfluegerfishing.com

A U D I E N C E• Tournament Fishermen• Avid Fishermen• Father’s & Grandfather’s• Deep sea fishermen• Members of CCA

(Coastal Conservation Fishermen

• Fishermen who work in well-known fishing equipment stores

S T R A T E G Y• Pflueger will convert awareness to local media coverage, radio

stations and guest speakers from professional fishermen. A great deal of coverage will take place during the three days of the July tournament.

• To increase and sustain awareness to our viewers and public, Pflueger Fishing Tackle will have posters of their 4th of July fishing tournament in their stores and local fishing stores around Rockport and Corpus Christi, Texas.

“Simply, Pflueger Products Perform”

T A C T I C S• To build brand awareness, Pflueger will have their name and logo on

each fishing rod and reel at the tournament.• The first 20 entrees at the tournament will receive a Pflueger Trion GX

Rod and Reel. • First day of the tournament guest speakers and professional fishermen

will speak. • Second day, radio mentions will be performed along with the raffle. • Third and final day, local equipment stores will come out to speak of our

name brand and how to use our equipment from the easiest to the most advanced levels.

• There will be 12 different raffle drawings during the span of the three-day tournament – four drawings a day.

T A C T I C S• Local radio stations of Rockport, Texas, will come out to give

mentions of our Pflueger Fishing Tournament 2011 and name brand during the three days of the tournament.

• Informing our fishermen about boat safety and reliable fishing techniques.

• Current fishermen and their success stories will make appearances to speak to our tournament prior to heading out on their last day of fishing.

• Rockport fishing stores such as will be there to provide primary information to fishermen who wish to seek more information about Pflueger Fishing Gear.

C A L E N D A R & B U D G E T

• Dates for this fishing tournament are July 4-6.

• Budget has been determined to be to the range of $100,000-$150,000. The budget of this campaign was determined by Spencer Ladd Public Relations.

E V A L U A T I O N• Record-breaking attendance at the Rockport, Texas boat entry

dock (where the designated area for the tournament setup is) • The most fishermen in a tournament; we had to cap

tournament entrees due to the amount of fishermen that wanted to enter.

• A total of 35 radio mentions; even mentions in the Corpus Christi area.

• Sales increased at Tackle Town and Seaworthy in Pflueger Fishing Gear by 25%.

• Numerous mentions on the fishing channel network on professional fishermen shows of our Pflueger products post our event.