TAMPA

BAY
ESTUARY PROGRAM
&
USF ST. PETERSBURG
___

2015-2016
DIGITAL MARKETING
CAMPAIGN
PROPOSAL
____

SUSTAIN-A-BULL
ADVERTISING
AGENCY
____

JACQUELYN COLINA
CREATIVE DIRECTOR

SHELBY MITTLEMAN
MEDIA DIRECTOR

TYLER ST. PHILLIP
RESEARCH CONTENT MANAGER

ASHLEY RICE
ACCOUNT DIRECTOR

JOSEPH REDDAWAY
RESEARCH COORDINATOR

CHRISTIAN SCHULBACH
RESEARCH CONTENT MANAGER

TABLE OF CONTENTS

Executive Summary .. 1

Situational Analysis .. 2

Marketing Mix .. 3

Glossary of Terms .. 4

Annotated Bibliography .... 5

Works Cited ... 6

EXECUTIVE SUMMARY

The Tampa Bay Estuary Program is a government funded and operated
program that educates members of the community of how to protect local
wetlands. Their current marketing strategies thus far have focused on
education through a series of classroom and community activities.

The Tampa Bay Estuary Program did not include the University of South
Florida ST. Petersburg in their current or future marketing strategies
an opportunity that Sustain-A-Bull Advertising Agency hopes to capitalize
on.

In the digital media marketing campaign proposed for the upcoming year,
we identify the current strengths, weaknesses, threats, and opportunities
of the Tampa Bay Estuary Program and suggest a fully-integrated digital
campaign to address the areas of opportunity.

SITUATIONAL ANALYSIS: OVERVIEW OF TAMPA BAY ESTUARY PROGRAM

& CURRENT MARKETING MIX

The Tampa Bay National Estuary Program (TBNEP) was established in 1991 as a partnership of
Hillsborough, Manatee and Pinellas counties; the cities of Tampa, St. Petersburg and Clearwater;
the Southwest Florida Water Management District; the Florida Department of Environmental
Protection; and the U.S. Environmental Protection Agency.
TBEP continues to coordinate the overall protection and restoration of the bay with assistance and
support from its many formal and informal partners. TBEP monitors progress in achieving the
goals of the Comprehensive Conservation and Management Plan (CCMP) by regularly
summarizing and evaluating information provided by program participants.
TBEP leverages the resources of program partners by financing cutting-edge research into key
problems impacting the bay; sponsoring demonstration projects to test innovative solutions to
these problems; providing "Mini-Grants" to community groups to engage the public in bay
restoration; and developing educational programs targeting key segments of the bay community -
including teachers, boaters and homeowners.

Source: Tampa Bay Estuary Program

TBEPs 2014-2015 Be Floridian campaign aims to create a constituency of informed, involved
citizens who understand both the environmental and economic value of Tampa Bay and actively
participate in restoring and protecting it by updating its education program.


The organizations 2014-2015 educational campaign efforts are targeted primarily at students K-12 in
participating school districts through social marketing, informational materials, and general educational
programs. Other outreach programs/promotional mix include:

Social media/Facebook newsletters
Bay Surroundings
Give-A-Day volunteer work days
Tampa Bay Water Atlas Boater/Angler
education
Bay Mini-Grants

Pet waste education

Workshops

Events

Major public education campaigns include:
Pooches for the Planet pet waste education program
Be Floridian fertilizer education program
King Tide climate change education program


PROPOSAL:

2015-2016 DIGITAL CAMPAIGN GOALS

GOAL 1: TO INCREASE AWARENES OF TBEP OUTREACH PROGRAMS AMONG USFSP STUDENTS SUCH
THAT STUDENTS ALTER POTENTIALLY HARMFUL BEHAVIORS

GOAL 2: TO ESTABLISH A PARTNERSHIP THAT INTEGRATES THE TAMPA BAY ESTUARY PROGRAM AND
USF ST. PETE CAMPUS ENVIRONMENTAL EDUCATION AND OUTREACH PROGRAMS.

MARKETING MIX

The 2015-2016 marketing mix will employ a fully
integrated digital campaign that utilizes campus-wide QR
codes, a mobile microsite, and social media that will run
for a period of 15 weeks (one semester).

The paperless campaign will target USFSP students who
are already actively engaged on smartphones and
interactive social media. The microsite will feature
location-specific facts relevant to upcoming workdays and
the environment in which the QR code is located1. The
microsite will have a simple call-to-action for visitors: to
volunteer. The button will direct users to a calendar of
upcoming workday opportunities for which they can
conveniently register through the microsite. If they
cannot, or do not wish to volunteer at that time, they will
also have the opportunity to share on social media. The
message/microsite will then have several more exposures
to a similar online audience. The TBEP will also be able to
store user information to re-target users for future events,
programs, workdays, and email marketing lists.

In the second phase of the campaign, we will host a TED
Talks-style event on the USFSP campus. The Talk will be
led by a senior representative of the TBEP and will
reinforce positive behaviors in preserving Tampa Bays
wetlands after sufficient awareness has been reached.

We will measure the effectiveness of the first, core phase
of the campaign through the microsites unique visits and
in-site workday/volunteer sign-ups.

1 For example, a park near campus will feature a fact that supports the Pooches For The Planet program.

3

GLOSSARY OF TERMS
Estuary: Tidal mouth of a
large river, where tide meets
the stream.

Florida Department of
Environmental Protection:
Environmental agency in state
government, which focuses on
protecting the air, water, and
land of Florida while dividing
these areas in three different
divisions:
Regulatory
Programs,
Land
and
Recreation, and Water Policy
and Ecosystem Restoration.

Marketing Mix: Concept
controlled by a company in
efforts to include factors that
intrigue
consumers
to
purchase the product of said
company.

EXAMPLE O F QR CODE.
SOURCE: QRSTUFF.COM

BEHIND THE SCENES OF AN ESTUARY. SOURCE: UNIVERSITY OF SOUTH HAMPTON

Microsite: Website with independent links and web addresses

that can be accessed in a smaller portal and is generated from a
larger site (i.e. Mobile site instead of the Full site)

QR Code: An array of black and white squares used for storing
information by a machine-readable code that can be accessed from
reading from the camera of a smartphone.

Smartphone: Cellular device that can perform many advanced
functions through Internet access; capable of downloading and
running applications.
U.S Environmental Agency: Agency that strides to protect human
health and environment.

Wetland: Land consisting of marshes or swamps (saturated land)


ANNOTATED BIBLIOGRAPHY

"A Portrait of the Tampa Bay Estuary Fast Facts About Tampa Bay." Fast Facts About Tampa Bay. Web. 10 Dec. 2014.
<http://www.tbep.org/portrait/fast_facts.html>.

The Tampa Bay Estuary Programs website contains several fast facts for members of the community to learn more
about how they can take responsibility for the local wetlands and how to reduce their impact on the environment.
This link on the webpage was a resource used to create the fast fact sample on the mock-up application. This link
would also be a resource for the creation of other site-specific facts used throughout the duration of the digital
campaign.

EPA, US. "National Estuary Program Coastal Condition Report." National Estuary Program Coastal Condition Report,
NEP CCR - Chapter 5, Gulf of Mexico (n.d.): n. pag. EPA. Environmental Protection Agency, June 2011. Web. 4
Dec. 2014.

This is a PDF document that contains overall and specific condition of the Tampa Bay Estuary Program from the
National Estuary Program Coastal Condition Report. This is a document that has scientific data on how much the TBEP
really did help Tampa Bays environment in certain areas. These include: Improving water and sediment quality,
improving bay habitats, increasing the number, diversity and health of the bay's fish and wildlife populations,
developing a long-range dredging plan, and taking preventive measures to avoid future spills of oil or hazardous
materials.

"GulfBase - Tampa Bay Estuary Program (TBEP)." Tampa Bay Estuary Program (TBEP). Ed. F. Moretzsohn, J. A. Sanchez
Chavez, and J. W. Tunnell. GulfBase, n.d. Web. 10 Dec. 2014.

This website gives a brief description and some important key information to be known about the Tampa Bay Estuary
Program. The site lists TBEPs goals and some other background information about the program and how and when it
was started. In 1990, Congress designated Tampa Bay as an estuary of national significance. This led to the
development of the Tampa Bay Estuary Program in 1991, whose main focus is for restoration and protection of
Tampa Bay. This website then provides information such as the TBEP official web page, their mailing address, contact
information, and a head contact person. A very useful website to learn of TBEPs mission and how to learn more or
reach out to contact them.

"Newswire ." Mobile Millennials: Over 85% of Generation Y Owns Smartphones. Web. 10 Dec. 2014.
<http://www.nielsen.com/us/en/insights/news/2014/mobile-millennials-over-85-percent-of-generation-y-
owns-smartphones.html>.

Nielsen is a leading global information and measurement company based in Oldsmar, Florida. This article provided
insights as to which smartphone manufacturer was most used by millennials, our target audience. Based on this
article, we chose to code our application for iPhone for optimal design. We chose to not create an app for
Android/Windows as it would not be an efficient use of the programs marketing budget.

Web. 10 Dec. 2014. <http://www.tbep.org/pdfs/TBEP-Strategic-Plan-2014-2020.pdf>.

In analyzing the current TBEP Strategic Plan and the projected goals of the program, Sustain-A-Bull Advertising
Agency was able to integrate USFSP and TBEPs goals and interests for a St. Pete-focused program.

"Welcome to the Tampa Bay Estuary Program!" Welcome to the Tampa Bay Estuary Program! N.p., n.d. Web. 4 Dec.
2014.
This website is all about the Tampa Bay Estuary Program. In a brief statement, the TBEP is a program that is set out to
make sure the bay is clean so our environment will be stable and, we and other people to come, are able to enjoy it.
This site provides an abundant of information on this program such as its history, current work plan, interlocal
agreement, accomplishments, awards, partners, staff, and even their meeting agendas. The program uses this website
to reach out to people and encourage them to help out by showing these people how important for the bay to be in a
clean condition. They do this by spreading the work about the events they host to which locals are able to come out
and participate in help keeping our bay clean.

WORKS CITED

"A Portrait of the Tampa Bay Estuary Fast Facts About Tampa Bay." Fast Facts About Tampa Bay. Web.
4 Dec. 2014. <http://www.tbep.org/portrait/fast_facts.html>.

EPA, US. "National Estuary Program Coastal Condition Report." National Estuary Program Coastal
Condition Report, NEP CCR - Chapter 5, Gulf of Mexico (n.d.): n. pag. EPA. Environmental Protection
Agency, June 2011. Web. 4 Dec. 2014.

"GulfBase - Tampa Bay Estuary Program (TBEP)." Tampa Bay Estuary Program (TBEP). Ed. F. Moretzsohn,
J. A. Sanchez Chavez, and J. W. Tunnell. GulfBase, n.d. Web. 4 Dec. 2014.

"Newswire ." Mobile Millennials: Over 85% of Generation Y Owns Smartphones. Web. 4 Dec. 2014.
<http://www.nielsen.com/us/en/insights/news/2014/mobile-millennials-over-85-percent-of-
generation-y-owns-smartphones.html>.

Web. 4 Dec. 2014. <http://www.tbep.org/pdfs/TBEP-Strategic-Plan-2014-2020.pdf>.

"Welcome to the Tampa Bay Estuary Program!" Welcome to the Tampa Bay Estuary Program! N.p., n.d.
Web. 4 Dec. 2014.