Case Study on Hooked: Pirates, Poaching and the Perfect Fish

By G. Bruce Knecht

Objective

To create and implement an Internet outreach strategy to build word of mouth for release of Hooked: Pirates, Poaching and the Perfect Fish.

Targets:

• Adventure Lovers- with an emphasis on high seas adventure
• Foodies- including food shows, food magazines; nutrition and health experts
• Environment Organizations
• Fishing Community- fishermen and women; charter fish boats; boat owners
• Travel Lovers- focusing on sea travel and places that have a focus on fishing and other marine activities
• Marine - national marine sanctuaries; fisheries; Marine biology departments; aquariums

Sample Target Organizations

• Fishing International
• Conservation International
• Greenpeace
• Grist Magazine
• Marine Fish Conservation Network
• Oceana
• American Fisheries Society
• National Marine Sanctuaries
• James Beard Foundation
• Netfood directory

Activities

• Conducted research, including development of targeted sites and lists
• Created email and other content to distribute to targeted organizations and individuals.
• Partnered with organizations and institutions to distribute and extend the reach of emails and online content