Whats wrong? Shakespeare has a poor digital destination, providing little to no online transfer of brand passion. Being one of the worlds largest tackle company’s, Shakespeare’s should be enabling a conversation amongst its market. Fishing can be a low cost investment, which can provide the accomplishment of ‘getting something for nothing’. Buying a fishing rod is the first of a few steps before you head to the fishing hole. Money spent on a fishing rod and tackle can be in the range of hundreds of dollars, for a prospective angler this is intimidating. Lots of people choose Shakespeare; they offer quality equipment at a low price. Updating Shakespeare’s digital presence will draw new and old anglers that may have grown dormant. Renewing an angling passion doesn’t cost a lot of money with Shakespeare.

How will we solve the problem? Fishing is a social hobby, including friends and family. Angling almost always includes photos, video, a measurement of the fish, and the tackle they caught it on. These details want to be shared. The online strength of this brand can be built by channeling the content anglers create while fishing and using Shakespeare products (pictures, measurements, etc). User generated content is portable and could potentially be branded by a Shakespeare digital experience and then shared throught the cornucopia of social media sites. Share your catch records. With facebook connect working with the iphone, it would be possible to create a free branded application that allows anglers to record measurements, photograph their catch, and then show it to their buddy who is stuck at work.

Brand proposal for digital strategyParis Daniell