A sample public relations plan to demonstrate that our agency has an understanding of brand positioning key messages and primary program elements.

1. Branding Experience Hawks Cay:
Public Relations Proposal

2. Objectives
●Brand Experience Hawks Cay as an unique, ownable property that captures the
loyalty and passion of a wide range of target markets
●Establish Hawks Cay Resort as the leader in barefoot luxury and position the
resort as a family friendly destination that equals a Caribbean vacation without
leaving the mainland
●Highlight HCR’s many and varied water sports and additional attributes including
the island-themed spa, children’s camp, dolphin activities, pet friendly policy and
environmentally “green” features
●Highlight the resort as a multi-generational getaway and a great alternative to
cruises and other traditional Florida vacations
●Identify and position an HCR spokesperson as a thought leader on Florida tourism,
as well as an expert on family-friendly luxury travel
●Support efforts to direct traffic to the HCR company website
●Increase guest visitation
●Support sales efforts
2

3. Target Audiences
•Fishing enthusiasts
•High-end potential resort guests
•Families
•Spa enthusiasts
•Green travelers
•Florida residents
•Snowbirds
•Watersports enthusiasts
•Repeat customers
•Travel trade community
•Destination event and wedding planners
•Second home buyers
3

4. Strategy
5-Pronged Approach
•Create and distribute frequent news releases and additional
press material to online and traditional media sources that
reach target audiences and encourage on-going dialogue with
the press
•Arrange onsite press and travel industry visits, arrange and
conduct offsite press interviews and monitor, measure and
report media results
•Support social media efforts, support HCR blog and contribute
to travel and tourism online sites while following industry trends
and breaking news to develop media opportunities for HCR
spokesperson(s)
•Research, develop and promote broad interest and niche
interest on-site special events to generate awareness,
excitement, participation and traffic
•Maximize HCR presence and coverage at relevant trade shows
and industry conferences

5. 5-Pronged PR Program

6. Experience Hawks Cay:
The Smith Family of
Tampa Bay Florida

7. Dave’s a hard-driving Dad who loves to fish and’ll grab any chance to get out on
the water and go for wahoo – maybe a sailfish. This year when he heard about
the Redbone Tarpon Tournament, he knew he had to be there, kicking back with
the guys, throwing his line in. How could he get Ellen and the kids to go for it?
Ellen loved Dave and she sure needed to get away, but with three kids a week
of fishing was no vacation. Dave sold her on Hawks Cay -- camp for the kids, spa
for her, all on the water – and they cooked up the catch! Adult pool, facials and
massage? Bring it on! Their daughter Allison, 16, wasn’t into hanging with
family. And fishing, yuk! But the place sounded pretty luxe, and some cute guys
might show at the teen program. Allison loved reef diving, so AquaJam won her
over – they couldn’t bug her 10 feet under! Tyler, 11, loves sports and fishing
with his dad, but after a day or two, deep sea fishing was too much. Flats fishing
spots for snappers sounded cool. And he could get in some sports at the Cove
Camp. Amy, 7, was an easy sell – water, kids and plenty of room to run. To Ellen
and Dave, it looked like a great experience for the whole gang. Time to load up!

8. On Ellen’s pillow the night they arrived, their Experience Ambassador pointed to
the invitation to Calm Waters Spa, complete with a complimentary cup of “Cay-
momille” Tea. What made this one of the Top Spas? It was an immersion into the
best of Hawk’s Cay – from a Dolphin Surround Sound Spa Session to a
therapeutic Cay Fish Oil Massage. After a day fighting kingfish, a rugged
Fisherman’s Neck & Shoulder Massage would do Dave some good, and the
exotic Caviar Treatment for Two (complete with a top champagne from Alma)
would be perfect when they returned for their wedding anniversary. And how
could they say no to a Key Lime Pie Treatment for Amy -- complete with a
tropical milkshake? Hawks Cay really gets it! The next day Ellen bid a sleepy
‘bye to Dave, dropped the kids at AquaJam and the Kids Club and entered the
Calm Waters Spa. She signed into her Facebook at the kiosk for extra HCR
Points and started to Experience Hawks. She just might fall in love with this
place.

9. A week later, Dave’s coming home from Hawks Cay with a sailfish tomount,
new casting tips and a happy family looking forward to returning next year,
maybe sooner! Ellen got the vacation she deserved, satisfied kids and
plans to go back for their anniversary, SHH! Allison, 16, has 23 new
Facebook friends from Hawks Cay, 4 from Tampa and a reunion in mind.
Tyler, 11, caught a few fish and had the time of his life! Amy, 7, had her
first big girl beauty treatment and a lot of new friends! What an experience!
All agree, “We love that place!”

10. Examples of Tactics
•Business story: Secure placement and interviews for key property and corporate executives
to brand the business and trade proposition for Hawks Cay
●Frequent news releases: Develop a constant stream of news for Hawks Cay
and utilize several avenues of distribution including wire services, customized media
lists and social network platforms thus contributing to Hawks Cay online marketing , top
of mind awareness, WOM and WOB
●Social media: Help amplify HCR’s current Twitter and Facebook presence and support
additional online campaigns utilizing Flicker, ping.fm, Pixelpipe, LinkedIn, YouTube,
Squidoo and additional online sites
●Water sport events: Publicize HCR’s major fishing and water sports
tournaments, and seek out additional potentially high profile watersports events for
promotion such as (SUP) Stand Up Paddle instruction and competition and spear fishing
●Celebrities: Encourage celebrities and their families to visit Hawks Cay, and furnish news of
their sightings to gossip columnists and online news sites as an additional way of boosting
the resort’s cachet

11. Enrolling Guests as Social Media
Marketers
My Experience Alert “Eat your hearts out, guys!”
Stations throughout resort
where guests can upload
to Facebook, Twitter or
other accounts to spread
the news, brag about
their latest catch, event
and earn HCR Points

12. 2010 Hawks Cay iTournament
“As of 11/3/09 NY131 in lead with 43.3 lb.
Year-long International HCR marlin!”
virtual fishing tournament in
which guests compete for top
catch in each category. They
keep track via the Hawks Cay
iTourney App for Facebook
and iPhones. To count, catch
must be caught while onsite.
Winner gets to bring 5 friends
to HCR to celebrate.

13. Month at EXPERIENCE
Hawks Cay ROMANCE AT
HAWKS CAY
Our February Signature Event, Heart-Healthy Living and Sweet
Romance for Couples, Families and The Kids!
 Proposal tips from our Romance Ambassador: Do it again the right way
aboard a sunset cruise under the moon light
 Kiss a dolphin!
 Pull in some heart-healthy fish
 Renew your vows 5’ under at Aqua Jam: You may kiss the bride!
 Renew your vows with your kids as witnesses
 Couples only! Chocolate massage at Calm Water Spa
 Summer fashion Makeovers with Florida fashion designers
 Husbands barbecue for their wives with guest chef Bobby Flay
 Kids make Valentines gifts for Mom and Dad

14. News Angles
● To heck with Mickey this Xmas: Hawks Cay offers another reason to take the kids to Florida
● A green Christmas : From water sports to water bottles -- Hawks Cay makes for a more eco-
friendly holiday
● The Hawks Cay Dolphin Program: Participate with on-site Marine specialists in one of the
country’s foremost programs to study and protect dolphins in the wild
● Not Your Father’s Florida: How Florida shed its old image to attract today’s savvy travelers
● Position Hawks Cay spokesperson as an expert on Florida, luxury family travel and weather-
related management
● The Calm Water Spa at Hawks Cay: A luxurious spa that offers a taste of the Islands with
coconut and pineapple spa treatments, sea salt wraps and deep massage
● Why Europeans are thronging to a place called Duck Key this winter
● Unusual room amenities: Unique hotel room “goodies” add value

15. News Angles
• Beach comparison: The differences in the ocean, sand, flora and
fauna, and scenery at the top US resorts
• Family learning vacations where the emphasis is on fun: Hawks
Cay’s lessons are disguised as fun for water lovers
• How fathers can turn vacation time into memory makers with
your son/daughter at Hawks Cay
• How to take the yuck out of fishing on your next vacation at
Hawks Cay
• The fishing gurus of the Keys: expert opinions from the fishing
guides at Hawks Cay

16. News Angles Continued
• What it takes to be a great family vacation counselor: Hawks Cay
counselors blend big smiles, strong expertise and a little cajoling to make
it fun for the whole family
• Great U.S. vacations for water-loving families: you can enjoy the warm
water without leaving the U.S. at Hawks Cay
• New survey reveals the impact of kids on family vacations: Xmas travel as
a sign for improved economy: Hawks Cay predicts upswing for luxury
Christmas vacations this year

17. News Angles
• EcoWeek 2010: Hawks Cay and other Duck Key resorts show how
the Keys have gone green this Oktoberfest, hoist your rod!
• Conchtoberfest at Hawks Cay a big hit
• A great vacation for Florida retirees without leaving Florida:
Hawks Cay offers a local, luxury option
• The cruise without the cruise ship: at Hawks Cay you can leave
your passport at home
• It's 10PM at Hawks Cay. Do you know where your parents are?

18. Case Study
Challenge:
The town of Taos, NM was looking to boost website traffic, tourism and
hotel room stays for summer ’09
Solution:
Create the Taos Summer of Love Event, throw a 40th Birthday Party for
motion picture classic Easy Rider, and invite Taos resident and Easy Rider
icon Dennis Hopper, to be Master of Ceremonies
Highlights:
Hopper’s paintings and photography Exhibit opened at the Harwood
Museum of Art in Taos to coincide with Easy Rider event. Taos was
featured on NPR’s Weekend Edition, in USA Today, the LA Times and GQ
Magazine as well as many travel columns, and Motorcyclist enthusiast
publications

19. Case Study
Challenge:
South Street Seaport at the southern tip of Manhattan needed to attract both
tourists as well as New York residents to eat, shop and spend money on site
Solution:
Make the Seaport a New York destination by promoting it as a venue for local
events and frequent fireworks displays, and promote major buying occasions with
traffic building promotions. Become active in New York Convention and Visitors
Bureau and the Lower Manhattan Marketing Association to align the Seaport with
the top visitor attractions in NYC, and participate in joint tourism promotions
Highlights:
Increased visitor traffic by more than 50 percent in the first year of representation.
Landed feature story in The New York Times repositioning South Street Seaport as
a thriving destination for residents and tourists. Was the Christmas Cover Story for
Colonial Homes Magazine, and turned the Seaport into a popular backdrop for
television and movie productions and corporate and commercial events.

20. Case Study
Challenge:
Parducci Wine Cellars of Mendocino County, California, a value wine
brand, was looking to launch a new premium, small-case production wine
brand – the Sketchbook Mendocino Collection -- ($30 a bottle) amidst
stiff and well known brand competition
Solution:
Initiate a campaign to position Mendocino as the more accessible,
affordable cousin to Napa and Sonoma, offering wines of comparable
high quality for more affordable prices, and simultaneously promote the
region as an eclectic coastal community that’s more approachable than
its famous neighbors
Highlights:
The Sketchbook Mendocino Collection made Wine Enthusiast and Wine
Spectator, and NPR’s Good Food Show, and items also appeared in USA
Today, and Forbes. Notably, Sketchbook wines made a million dollars in
it’s first year – a major feat for a small case production wine brand.

21. Case Study
Challenge:
Boost awareness and visitor traffic to La Villa Bonita, a culinary resort in Tepoztlan,
Mexico that offers immersion cooking classes in authentic Mexican cuisine
Solution:
Enhance positioning of the resort’s Executive Chef into a brand name in the U.S.
through press junkets and the development of a promotional and spokesperson
platform with Mexican and US companies and organizations.
Highlights:
Through our 1st year efforts, the executive chef has signed a 1-year spokesperson
opportunity with the largest manufacturer of Hispanic cookware in the Western
Hemisphere – the Executive Chef is to be featured on website, and recipes to be
inserted into more than 1 million pieces of cookware for retail sales. Signed
contract with large Mexican Hotel and Fractional ownership chain to give on-site
cooking classes to hotel guests in both high and low seasons. Developed deal with
Warner Brothers for new U.S. Mexican Cooking Show hosted by La Villa Bonita
Executive Chef. Sales video has been shot and is currently being shopped to
various U.S. television networks.

22. Timeline
The following are examples of news release headlines with over the next six months:
11/4 Hawks Cay announces its new marketing program
11/13 Make your vacation a little greener this Christmas
11/27 Xmas travel as a sign for improved economy
12/08 What are the rich and famous doing this Holiday season
12/22 Ring in the New Year – 2010: The year of the family togetherness vacation
1/05/10 Hawks Cay spokesperson– Tips on planning a multi-generational vacation
1/19 Destination Weddings – Barefoot luxury that’s more than a fantasy
2/09 The Sailfish Open (3/5-3/8/10) A longstanding tradition attracts new fans
2/23 New survey reveals the impact of kids on family vacations
3/09 The Redbone Tarpon Tournament (4/23-4/25/10) – Deep sea fishing at its
finest and one of the most exciting fishing tournament’s in the U.S.
3/23 Attention Snowbirds and Second Home buyers: Here’s turnkey luxury real
estate that earns you money when you’re not there
4/1 Luxury vacation for retirees without leaving Florida
4/13 Dolphin allure: The HCR Dolphin Program – entertainment and serious science
4/27 Preparing for bad weather – How a prominent resort plans for a rainy day

23. Karen Sperling
Chief Conversation Officer
Karen Sperling has branded, launched and popularized scores of new experiences,
products and services
• She is positioning La Villa Bonita as a center for authentic Mexican cooking, and building
Chef Ana Garcia’s brand with the production of a network television program, large-scale
joint promotions and spokesperson deals
• Her introduction of Mattus’s Lowfat Ice Cream by Haagen Dazs inventor Reuben Mattus
garnered a “Best New Product of the Year” by Time Magazine
• A strategically placed flying trapeze in lower Manhattan complete with flying lessons for
busy Wall Street execs, was seen around the world and helped build the reputation and
clientele of a Club Med-style resort for adults
• She threw a midnight snack for the Ringling Brothers Circus in Herald Square to draw
attention to one of the first urban shopping malls in New York
• She took Goya Foods, the largest Hispanic food company in the nation from a Hispanic-only
food provider to a major general market brand name

24. Steven Greene
Chairman of The Conversation
Steven Greene’s offers a lifetime as an award-winning branding and
marketing specialist at the nation’s marketing firms
● With years of award-winning work on brands including Coca Cola and IBM, Steve
served at major agencies Interpublic and WPP Group where he won top honors for
his creative on consumer campaigns for Bayer Aspirin, Burger King and Johnson &
Johnson, as well as receiving the Time Inc. Forum For Freedom Award
●Taking equal pride in his consumer and B2B campaigns, Steve has led firms from
start-up to buyout or public offering. He took FalconStor, the Computer Associates
spin-off, from launch to a $400 million public offering in a matter of months.
●He created the first World Record Pizza Toss in Times Square and branded a web-
surfing dog for Labrador Software, netting front page Wall Street Journal placement
●He takes a 360 degree view of his client’s business, incorporating offline and digital PR
and social media tactics to create marketplace success

25. Josie Gulliksen
Florida Keys PR Specialist
Josie personally led PR efforts for the FL Keys & Key West Tourism Council
until 2009.
● For seven years, Josie represented the FL Keys & Key West Tourism Council through
her previous firm. She implemented yearly national radio promotion and on-site
filming for national morning shows with CBS, ABC, NBC and Univision. Attended
national media events and missions, wrote press releases and e-newsletter articles.
Implemented and coordinate press trips for local, national and international print
and broadcast media.
● Previously provided PR for Miami Science Museum
● Wrote as journalist for Miami Today and other outlets
● Josie is familiar with HCR and has visited

26. Next Steps
•Review and discuss program and fees
•Sign agreement
•Set up road map meeting with Sperlingreene and HCR
•Establish corporate spokesperson and client/agency contacts
•Review and revise press material
•Develop primary and secondary copy points
•Schedule client interviews for backgrounder and bios
•Develop calendar of events, timeline, client/agency meeting
and
reporting schedule

27. Contact
Offices:
–North Miami
–New York City
Steven Greene
Chairman of The Conversation
Sperlingreene PR and Marketing Communications
45 East 33rd Street
New York City, NY 10016
www.sperlingreene.com
sgreene@sperlingreene.com
http://www.linkedin.com/in/stevengreene
http://www.linkedin.com/in/stevengreene
(917) 656-1837