Dive In! Aquarium Fish Program

A partnership of the American Pet Products Manufacturers Association, Florida Tropical Fish Farms Association, Florida Department of Agriculture and Consumer Services and Aquatic Industry Companies

The age of aquariums is upon us with the new DIVE IN! Aquarium Fish national marketing campaign. The aquatics industry has joined forces to provide a $40O,OOO plus consumer and retail recognition marketing program with the American Pet Products Manufacturers Association, Florida Tropical Fish Farms Association, Florida Department of Agriculture and industry companies underwriting the campaign.

"Key to the campaign's success is getting out the message to new aquarium owners and previous hobbyists that it's never been easier to take care of your fish," said Charles Miller, owner of Jungle Laboratories and DIVE IN! campaign chairman. "Thanks to the development of new aquariums and accessories that makes maintenance easier than it was 10 years ago, today's aquarium is virtually a low maintenance pet."

DIVE IN! Aquarium Fish is a multi-component campaign involving public relations, print and electronic advertising, the development of educational materials for use in public elementary schools and a retail training program. Designed to strengthen the aquatics industry to further increase sales of aquarium fish and accessories, the initial campaign is planned with five stages debuting at various points throughout the first kick-off year. Public relations will drive the message with the distribution of media kits, news releases and endorsements of industry experts. Newspaper feature articles, talk shows and electronic news broadcasts will be targets with emphasis on touting the benefits of aquarium ownership. Rounding out the public relations efforts, a media tour designed to familiarize national media will provide a behind-the-scenes glance of the aquatics industry.

This full-scale national marketing campaign promoting the positive social, psychological, entertaining and economic attributes of aquarium ownership includes the following components: Phase 1: Development ongoing through December 2000. The logo is incorporated into all campaign components to provide a consistent image. Phase 2: JanuaryMarch. Campaign components including website, retail and consumer brochures, point-ofpurchase materials (including danglers, aquarium static clings and shelf talkers), retail training video, resource guide, media kit and a video news release are expected to be in place.

Phase 3: April-June. Focus is on the elementary school pilot program, consumer promotions, advertising and retail training program.
Phase 4: July-September. Focus is on the industry exhibit programs, special events, trade shows, media tour and advertising.
Phase 5: October-December. Focus is on the DIVE IN! Pro retail training program, advertising and campaign initiatives to target the building and designer industry.
The campaign takes an aggressive outreach approach with educational initiatives as an entire industry joins forces to promote the benefits of aquarium ownership. All wrapped up into a catchy logo designed to turn heads and convert hobbyists, the DIVE IN! identifier is as eye-catching as the "Nike swoosh" and as upbeat a call to action as the "Got Milk?" slogan.

The retail aspect of the campaign involves initiating merchandising and marketing programs to maximize sales by encouraging repeat traffic. Training materials will be distributed to retail outlets nationwide with a Frequent Finner retailer incentive programÑa spin-off of the familiar frequent flier milesÑimplemented to increase retail traffic and ultimately sales. The DIVE IN! Pro seminars will provide first-hand training assistance to reinforce and strengthen aquarium sales.

Consumers will discover the relaxing, aesthetic, educational, fun and low-hassle attributes of aquarium ownership. "It's a relaxing hobby and we want people to know that," said Joanne McNeely, a marketing chief for the Florida Department of Agriculture. The problem? "Kids are surfing the Internet and playing video games instead of turning on the idea of freshwater aquariums," said McNeely. A major emphasis of the campaign will target eight to 12-year olds with entertaining graphics and cool messages about how aquarium ownership combines fun with education and provides a relaxing environment. And, according to a recent survey by Just Kids, Inc., the highest rating of what kids daydream about is "just relaxing and chilling out". Adults will also learn that the hobby is good for their health. Studies have shown that watching fish in an aquarium initiates a blood pressure lowering effect and reduces stress.

Got fish? The DIVE IN! Aquarium Fish website makes it easier than ever to set-up and maintain a freshwater fish aquarium. This new help site is the ultimate one-stop source for Ato-Z information on tropical fish, aquarium accessories and more! DIVE IN! and explore a new world at www.DivelntoFish.com.