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Integrated Marketing Communications Plan

I. Definition of the Issue

A. Innova Disc Golf

i. Innova was founded in 1983 to provide discs and equipment for

disc golfers. That year, Dave Dunipace created the world’s first

disc developed specifically for the sport of disc golf, the Eagle.

This disc established Innova as the technological presetter in the

sport. Today, Innova continues to remain on the cutting edge of

disc golf, holding the number one spot in the disc golf market.

B. Innova plans to successfully launch a new disc golf bag and create a new

trend in disc golfing.

C. Situation Analysis

i. Summary:

1. Innova realizes disc golfers have a need for convenient

portable disc bags. They have a five bag product line with

multiple color choices. They have upgraded the Discarrier

bag, which holds 20-25 discs, has a divider, four storage

pockets, and two water bottle holders, to now include a zip

in cooler bottom, capable of holding six 20 oz. cans, and

built in speakers, capable of iPod plug in. The new bag, the

Discarrier Superior, will be released March 28, 2009, and

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will cost on average of $20 more then the original

Discarrier bag which will remain on the line. It will also

include a wi-fi upgrade option which will enable players to

post scores online and compete with each other across the

United States. A bracelet worn by the player will transmit

signals to the bag, which will detect disc speed and

distance, and keep score electronically. The bag will be

offered in color choices of hot pink, dark green, light blue,

navy blue, black, khaki, and red.

ii. Facts on Current Situation:

1. Disc golfing is still catching on among high school and

college students and not many companies have entered the

market, creating a high demand for cutting edge products.

Devoted disc golfers desire cold, refreshing drinks in the

summer months of play and enjoy music while out on the

course. This age group is up on the current trends of social

networking and technology.

iii. Implications if issue not resolved:

1. The product would either need to be cut from the line or re-

marketed more aggressively. There is also the option of

teaming up with another well known company to re-launch

the product.
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II. Plan for Proposed Program

A. Goals

i. To increase awareness of the Discarrier Superior.

ii. To increase disc golfer’s top of mind awareness of Innova Disc

Golf products.

iii. To receive a positive profit on Discarrier Superior.

iv. To create a new technological trend in disc golfing.

B. Publics

i. High school students, ages 14-18, looking for new recreation, who

are trendsetters, come from middle-class families, and want the

latest in technology.

ii. College students, ages 18-24, who are on leagues or play disc golf

regularly, they are advocates of the sport, want the latest disc golf

gear, and spend disposable income on disc golfing equipment.

C. Objectives

i. To increase awareness of Discarrier Superior among high school

students to 24% by May 31, 2009.

ii. To increase awareness of Discarrier Superior among college

students to 30% by May 31, 2009.

iii. To increase sales of Innova Disc Golf product lines, not including

Discarrier Superior, to 15% by June 1, 2009.

iv. To sell at least 15,000 Dicarrier Superior bags by July 1, 2009.

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v. To successfully launch new score posting social network by March

28, 2009.

III. Implementation and Communication

A. Key Messages

i. High School Students- “Enjoy your music on the disc course with

the Discarrier Superior.”

ii. College Students- “Discarrier Superior. Technology meets the

game.”

B. Strategies

i. Social Media

ii. Print communication

iii. Promotional events

iv. Face-to-face communication

C. Tactics

i. Social Media

1. Prior to launch, a website specifically designed for

Discarrier Superior will be posted offering a sneak peek at

the product and an opportunity to pre-order product.

2. Previous to product launch, blogs about the product will be

posted on disc golfer social network,

www.discgolfersr.us.com, and members will be able to

communicate with Innova product representative to answer

all questions or pre-order a bag.

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3. Facebook and Myspace advertisements and groups will be

launched around time of product launch.

4. Upon launch, a new social network, Disc Nation, will be

online. It will offer those who purchased wi-fi upgrade the

ability to check scores online from home or the course,

challenge other discers online, check their own or others

overall game statistics, blog, and communicate with players

all across the United States.

5. Youtube videos of skilled disc golfers, using the new bag,

will be posted while they are playing after product launch.

6. Following the launch, interviews with satisfied Discarrier

Superior, wi-fi adapter, purchasers will be featured in a

series of video clips, including interviews and showcased

disc talents. They will be posted on You Tube, Myspace,

Disc Nation, and Innova’s website.

ii. Print communication

1. A pitch letter will be sent to the bi-monthly Professional

Disc Golfer’s Assocition (PDGA) magazine, Flying Disc,

before the products release, offering a sneak peek and

information for pre-orders.

2. A pitch letter and video news release will be sent to ESPN

Television Network a month prior to product launch. It will

discuss the opportunity of a feature spot on Sports Center

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explaining the new technology of online score posting

through Disc Nation.

3. Press releases will be sent to media prior to the launch.

4. Flyers and press releases will be sent to disc golf courses

across the U.S. to post on course bulletin boards or in pro

shops at time of product launch.

iii. Promotional Events

1. A tournament will be held the Saturday of the launch, near

Innova headquarters in Rancho Cucamonga, Calif.,

followed by a large cook-out to celebrate the product. Key

people in the disc golf industry and important media will be

invited.

2. Attend Texas State Disc Golf Championships, Houston,

Texas, April 4-5, and promote Dicarrier Superior,

rewarding top three winners with a free, wi-fi upgraded

bag.

3. Attend Scout Classic in Western Monroe, Calif., April 10-

11, and promote Dicarrier Superior, rewarding top three

winners with a free, wi-fi upgraded bag.

4. Attend Capitol City Challenge in Lansing, Mich., April 18,

and promote Dicarrier Superior, rewarding top three

winners with a free, wi-fi upgraded bag.

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5. Attend The Grateful Disc Spring Festival, Fort

Collins/Redfeather Lakes, Colo., April 25-26, and promote

Dicarrier Superior, rewarding top three winners with a free,

wi-fi upgraded bag.

6. After product launch, create competition for members of

Disc Nation, giving them one weekend to play at a course

of their choice and post scores online offering the winner a

cash prize.

iv. Face-to-Face Communication

1. An Innova representative will be available at all four events

to promote new bag and other Innova products, and

personally answer any questions.

D. Timetable: SEE ATTACHMENT A

E. Budget: SEE ATTACHMENT B

IV. Evaluation of the Program

A. Montioring:

i. Track sales and interest of Discarrier Superior after first two

launch events in comparison to online orders prior to determine

effectiveness of attending tournaments.

ii. Monitor Discarrier Superior blog responses.

iii. Monitor Facebook and Myspace group member numbers and

contribution.

iv. Track and monitor responses to online interview videos.

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v. Track pre-order sales numbers.

vi. Send surveys to track level of awareness of Discarrier Superior

products among high school and college students.

B. Post-Program Evaluation

i. Track Discarrier Superior sale numbers from promotional events

alone.

ii. Send second survey to college and high school students to evaluate

awareness of Discarrier Superior after full product launch.

iii. Track number of clicks on Facebook and Myspace advertisements.

iv. Track hits in publications and on television.

v. Determine if sale goals were reached.

vi. Evaluate sales of other Innova Disc products before and after

launch of Discarrier Superior to determine if its launch increased

sales of other products.

vii. Send out surveys through Myspace, Facebook, and disc golfers

social network to determine Innova’s place in consumers minds.

viii. Send surveys to Discarrier Superior customers to determine overall

product satisfaction after product release.