1. Promotion Plan ASP Hawaii By Paul Vella, Christian Tuyay Yu-Chi Chu, Yu-Chi Hsu, and Mai-Karin Midttun

3. Situation analysis

4. Promotion objectives

5. Promotion strategies

7. Promotes world champion suring contests

8. Has divisions in seven regions

10. Contests of ASP

11. Situation Analysis Internal Environment Mission To promote the interest of professional sufers by offring sponsorships and providing different surfing contests. Objectives Basic objective: to help surfers to do what tehy love, SURFING! Future vision: to have a strong reconviction of professional sufers worldwide

14. Uses a rating system to rank the sufers

16. Supporting young surfers

19. Contest prize

22. No gender and age limit

24. SWOT-Analyze cont. Opportunities Significant upside potential Technological advantages Entered the Social network : Facebook group Threats Limited barriers to entry Loss of event to competitors Competing with other regions for the same sponsors

27. Promotional Strategies Leverage existing ASP market position and network developed over the past 20 years with a focus on a “leverage salesforce strategy” ASP has a strong market presence in Hawaii promoting surfing events for 20 years Continue to promote the ASP brand within the surfing community by advertise in surfing trade publications & ASP website Foundation of ASP product (advertising venue or communication channel for Hawaii Businesses) is their viewer base or following Expansion of ASP viewer base will improve the value of the ASP product. Stronger value and client benefits enable ASP to charge higher sponsorship fees.

28. Promotional Strategies – Leverage Salesforce Leverage Salesforce concept focuses on salespeople on selling more complex and customized products to large accounts Advertising industry is highly competitive and sensitive to economic changes Business development requires a dedicated & knowledgeable sales team A successful business development strategy expands beyond the Marketing and Sales Dept and requires a company wide focus (especially Executives) Capital investment in training is required to be successful Expansion of the sales team is necessary to properly service existing relationships and prospects new accounts

29. Promotional Strategies – Sales Force The sales force will be tasked with responsibility to expand client base and grow advertising income. Saleforce Strategy Identify prospective companies that have the financial wherewithal and which will benefit from advertising with ASP Communicating the ASP brand & benefits to existing prospective clients. Develop & present sales proposals to clients. Managing and maintaining existing client relationships.

30. Executive summary Association of Surfing Professionals (ASP) is a non-profit organizations formed in 1976 to protect the interest of professional surfers. ASP Hawaii is one of ASP`s division, and are located on Oahu Hawaii. ASP have done a great job promoting the surf industry and create contests, HOWEVER there is still low awareness of ASP which has result in lack of sponsors. Therefore we recommend that ASP Hawaii to hire a sales person with industry expertise and market insight. And to use a leveraged sales force approach to increase advertising fee income from event sponsorships, which is the key component of ASP’s revenues. The mission is to get sponsors and increase sales revenue by 10% growth and net income with 5% growth from prior fiscal year. The detail of which is followed

31. Action Plan- Process

32. Action Plan- Sales Force

33. Action Plan – Purpose & Overview Purpose of the Action Plan is to provide a detailed step by step process to implement promotional strategy Action plan focuses on the training & development of sales team and the specific approach for business development