INLAND BAYS SHELLFISH

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1 INLAND BAYS SHELLFISH Brand Identity Concepts Inland Bays Shellfish provide its various audiences with a product that uniquely captures the flavor of Delaware s Inland Bays: A superior shellfish product with an exceptionally attractive flavor, texture and size profile, That will support the culinary, cultural and economic life of Southern Delaware, All the while improving the water quality of Delaware s Inland Bays.

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5 CEDAR SALTS 5

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8 INLAND BAYS OYSTERS 8

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15 POSSIBLE TAGLINES: IN A taste of the Culinary Coast. A taste of Southern Delaware. Savor Southern Delaware. Succulent. Savory. Southern Delaware. A Delaware half shell delight. Succulence on the half shell. Happiness on a half shell. Native grown. Delaware fresh.

16 CEDAR SALTS INLAND BAYS OYSTERS CEDAR SALTS INLAND BAYS OYSTERS CEDAR SALTS INLAND BAYS OYSTERS POSSIBLE TAGLINES: A taste of the Culinary Coast. A taste of Southern Delaware. Savor Southern Delaware. Succulent. Savory. Southern Delaware. A Delaware half shell delight. Succulence on the half shell. Happiness on a half shell. Native grown. Delaware fresh. CEDAR SALTS CEDAR SALTS INLAND BAYS OYSTERS

17 Inland Bays Oysters Tactical Blueprint Project Description Defining and articulating the name and brand messaging for oysters to be harvested in Delaware s Inland Bays Recommended naming architecture Options for names at different levels (master brand, brand tagline, etc.) Key messaging for approved name(s) Communications Objective Establish distinct brand for oysters grown in Delaware s Inland Bays: Build interest in Inland Bays oysters prior to their availability in 2016 Encourage trial and acceptance of Inland Bays oysters among Delaware audiences Build on successful introduction to extend to other nearby markets, as availability permits.

18 Inland Bays Oysters Tactical Blueprint Target Audience(s) Primary Target Audiences (in Southern Delaware) Oyster consumers, especially younger ones Visitors and tourists (including culinary tourists) Oyster farmers Distributors & Wholesalers Restaurants, farmers markets, fish stores Communications Strategy: Key Message (Brand Promise): We promise to deliver a superior shellfish product to the benefit of all oyster stakeholders derived from: An exceptionally attractive flavor, texture and size profile, That will support the culinary, cultural and economic life of Southern Delaware, All the while improving the water quality of Delaware s Inland Bays.

19 Inland Bays Oysters Tactical Blueprint Tactical Blueprint Given the early stage of this project, the tactical blueprint presents broad areas of activity with possible vehicles and executional considerations, subject to revisiting upon the approval of Delaware oyster aquaculture, the enlistment of growers and a firmer handle on the timetable for introduction. The summary below presents those areas of activity that will be necessary in any introduction scenario or which are likely to be recommended and implemented. Tactic Internet Website: A website dedicated to Inland Bays Oysters is mandatory. It will serve several functions, and be a key driver in the generation of awareness for the new offering, including: Description of Inland Bay Oysters and their impact Their attractive flavor, texture and size Their role in improving water quality Description of the Inland Bays and their location The connection to the Culinary Coast of Southern Delaware The connection to the nearby beaches and vacation destinations A restaurant locator for eateries that feature Inland Bays Oysters A variety page that will feature the individual grower s brands (, e.g) Recipes for Inland Bays Oysters An Events and Promotions page with continuously updated offers

20 Inland Bays Oysters Tactical Blueprint In addition, the website should have reciprocal links with: Area restaurants (and hotels that have dining facilities Southern Delaware Tourism Rehoboth- Dewey Chamber of Commerce Bethany- Fenwick Chamber of Commerce Lewes Chamber of Commerce The website will be a resource for all of the relevant target audiences: Consumers Distributors & Wholesalers Visitors & Tourists Restaurants & Fish Stores Growers

21 Inland Bays Oysters Tactical Blueprint Tactic Social Media Since younger audiences of oyster consumers are an emphasis, it is imperative that social media be leveraged to attract them. While review outlets like Trip Advisor are highly utilized for finding restaurants, they deal with specific hotel and restaurant sites. Pursuing review sites is best left to the individual restaurants. Facebook Page: A Facebook Page for Inland Bays would be very appropriate. It could generate awareness and also function as a way to: Encourage engagement with restaurants Publicize events and other promotions Facebook will be a tool to reach the following target audiences: Consumers Restaurants & Fish Stores Visitors & Tourists Twitter Feed: For those using Twitter, a presence of Inland Bays Oysters would also: Generate awareness Encourage engagement with restaurants Publicize events and other promotions Twitter will be a tool to reach the following target audiences: Consumers (Possibly) Restaurants & Fish Stores Visitors & Tourists

22 Inland Bays Oysters Tactical Blueprint Tactic Awareness Generation Advertising can be valuable tool for building awareness during the introductory period. Digital Advertising: Online ads and paid search will drive traffic to the website. They will also afford Inland Bays Oysters with metrics that allow tracking of inquiries and thereby increase the value of the brand to restaurants and growers. Digital ads will be valuable in supporting efforts to the following target audiences: Consumers Restaurants & Fish Stores Visitors & Tourists Print Advertising: Print advertising will still be valuable especially in promoting events and time- sensitive marketing efforts to both existing and visiting consumers. Trade ads may also be effective in supporting distributors and restaurants. Print ads will be valuable in supporting efforts to the following target audiences: Consumers Distributors & Wholesalers (trade ads) Visitors & Tourists Restaurants & Fish Stores (trade ads)

23 Inland Bays Oysters Tactical Blueprint Tactic Identity Support Since the value of the Inland Bays Oysters brand relies on its universal acceptance and consistency of use, it is imperative that the rules for its use be defined and distributed. Style Guide: A style guide that simply and directly lays out the proper use of the name, logo and theme line for Inland Bays Oysters will be very important for the supply chain. The style guide will be mandatory for supporting the brand with the following target audiences: Growers Restaurants & Fish Stores Distributors & Wholesalers Logo Training: In addition, the supply chain may need brief training sessions (that can be part of other oyster aquaculture meetings) so that they fully understand the contents of the style guide, and their questions can be addressed. Training may be valuable for supporting the brand with the following target audiences: Growers Restaurants & Fish Stores (Possibly) Distributors & Wholesalers

24 Inland Bays Oysters Tactical Blueprint Tactic Public Relations Public Relations will be a powerful tool for generating and building awareness for Inland Bays Oysters. Media Stories: Stories in the local press will benefit most of the stakeholders in Inland Bays Oysters. They can highlight all three of the principal messages connected with what Inland Bays Oysters deliver: An exceptionally attractive flavor, texture and size profile, That will support the culinary, cultural and economic life of Southern Delaware, All the while improving the water quality of Delaware s Inland Bays. Media Stories will support most of the targeted audiences: Consumers Visitors & Tourists Growers Restaurants & Fish Stores Events & Promotions: Public relations can function very powerfully in generating interest and engagement in oyster- specific events and promotions held in the Inland Bays marketing area. Events & Promotions will support most, if not all of the targeted audiences: Consumers (Possibly) Distributors & Wholesalers Visitors & Tourists Restaurants & Fish Stores Growers

25 Inland Bays Oysters Tactical Blueprint Tactic Printed Collateral Printed materials are still used considerably in supporting destinations and events in tourist locations. Consumer Flyer: A short card or slim jim brochure that describes Inland Bays Oysters and their benefits can be used at tourist information kiosks, restaurants and other tourist- focused locations. They can also be used as part of fulfillment packages from Southern Delaware Tourism as well as the Beach Chambers of Commerce. The consumer flyer will be valuable in supporting efforts to the following target audiences: Consumers Restaurants & Fish Stores Visitors & Tourists Restaurant Guide: Another possible tool is a printed restaurant guide, which succinctly describes Inland Bays Oysters and tips on marketing them, relative to out- of- state completion. The restaurant guide would support the following target audiences: (Possibly) Distributors & Wholesalers Restaurants & Fish Stores

26 UD Marine Studies Inland Bays Oysters Tactical Blueprint June 29, 2015 Tactical Tools Target Audiences Internet Social Media Awareness Generation Identity Support Public Relations Printed Collateral Website Facebook Twitter Digital Print Style Logo Media Events & Consumer Restaurant Page Feed Advertising Advertising Guide Training Stories Promotions Flyer Guide Consumers Visitors & Tourists Growers Distributors & Wholesalers???? Restaurants & Fish Stores??