The Ask

Develop a marketing strategy and communication plan designed to expand market share among African Americans.

Situation

There are many African Americans who partake in outdoor activities, but Bass Pro Shops is doing not speaking to them. Therefore, they feel unwelcome in the stores

Strategy

Bass Pro Shops helps you re-create those special moments in life with someone new

Solution

Through our special moments campaign, we staged outdoor-themed events in locations with African American populations and encouraged them to bring their family to recreate special moments from their own lives with their children

Opportunity

To show African Americans, the outdoors are for everyone by authentically displaying them and confirming that Bass Pro Shops cares about the same things they do

Research

Bass Pro Shops is your trusted source for quality

fishing, hunting, boating and outdoor sporting goods. 

If you've ever been to one, you know its more than simply a retail store

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Naturally, one of our first questions for this project was: Are there African Americans who hunt?‚Äč

Well, of course, there are. Currently, there are 5-6million African American men who hunt and fish in the US. 

However, they are not shopping at Bass Pro Shops. After doing a little more research, it is rather obvious why African Americans are not going there.

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African Americans do not feel comfortable going to Bass Pro Shops. So, who are these African Americans?

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Opportunity

To show African Americans, the outdoors are for everyone by authentically displaying them and confirming that Bass Pro Shops cares about the same things they do

Strategy

Brand Manifesto:

Solution

Our solution was broken into two buckets. A communications strategy and an events strategy.

 

The communications were to get African Americans comfortable with the idea of going to BPS, and the events strategy to try and get them in the door.

 

Our main goal was to effectively communicate the value of Bass Pro Shops, without losing our brand voice in the process and trying to "speak black". 

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Team Members

Robert Clark, Luke Columbo, and Ashley Deveroux

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