South Carolina Shrimp Industry Partnership
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South Carolina Shrimp Fishery Assistance Project

            
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Wild Harvested Shrimp Marketing Campaign

This requests funds to initiate a regional eight-state marketing campaign for wild American shrimp. Other states such as Georgia, Alabama, North Carolina, and Florida have already made, or in the near future will make, contributions as well.

South Carolina money is being used to fund primarily staffing and travel needs while Georgia's contributions are being primarily used for the initially study and proposal by the Hauser Group. The staff will immediately pursue other funding sources that are available for the marketing of shrimp.

South Carolina will benefit from the regional public relations and media advertising and will be provided a customized logo and tag line with copy ready to go to print for advertising and public relations needs.

Below is the additional information requested and attached is the budget.

1. This request covers a 12-month period to undertake the initial work necessary to begin the process of the Wild American Shrimp marketing project.
2. The scope of work includes: establishing a support staff; obtaining funding as appropriated by Congress by the preparation and submission of a grant request; initiation of a market program strategy and components; coordinate state marketing programs as a cohesive group; meet with representatives of federal, state, industry and private consumer groups as necessary.
3. Principal staff for the initial period: W.E. (Eddie) Gordon, Executive Director, Gail Workman, Administrator, and Cohesive Communications (PR-oriented) independent contractors.
4. The budget is for administrative expenses and includes the gross salary amounts for the interim staff. The office expense at this time is to cover immediate needs of postage, copies, paper, communications, etc. Work will be performed principally from individual residences through e-mail and telephone communication. Formal office space will be addressed in the future. Travel expenses are for the administrative staff as required and to reimburse the Southern Shrimp Alliance Board members. The marketing consultant group costs involve the initial planning and strategy work to begin the marketing project under congressionally appropriated funding.
5. The Executive Director will serve as the initial point of contact:
   W.E. Eddie Gordon
   Executive Director, Wild American Shrimp, Inc.
   1150 Deleisseline Boulevard
   Mt. Pleasant , SC 29464
   H-843-881-0585; mobile: 843-697-2406
   E-mail eddiegordon@alumni.clemson.edu
6. As requested, quarterly reports will be submitted.

Time Line

1. 1st Qtr Create a Regional Marketing Board for the purpose of enhancing the market of wild caught American shrimp for eight southern states: Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina, South Carolina, and Texas.
2. 1st Qtr A. Establish a Quality Assurance Certification Program that guarantees consistent quality based upon established parameters.
   2nd Qtr B. Establish a training program to implement quality standards for handling shrimp, from the boat to the consumer.
3. 1st Qtr Establish a branding program that will differentiate wild caught southern American shrimp from other shrimp by development and implementation of a Tagline, Logo, Target Market, and advertisement campaign that increase demand for Wild American Shrimp. South Carolina will receive a digital package of this material for an advertising campaign customized for the promotion of S.C. shrimp.
4. 2nd Qtr Investigate the possible inclusion of other seafood in a National American Seafood Marketing endeavor.
5. 2nd Qtr Coordinate with Sea Grant and University Food Science Departments, a quantitative investigation into the nutritional difference between wild American shrimp and farm raised imported and domestic shrimp, i.e. omega 3, fat, protein, cholesterol, antibiotics, chemicals, growth hormones, etc.
6. 2nd Qtr Establish an office to support these efforts.
7. 1st Qtr Obtain money from sources including the federal government to cover operational costs. Immediately submit a grant application for $3.65 million to NMFS for monies appropriated by congress for the marketing and quality of shrimp for the Southern Shrimp Alliance.
8. 4th qtr Develop a long term, self-supporting program.
9. 3rd Qtr Investigate seafood trade shows.
10. 1st Qtr Most important is to coordinate all of the 8 state seafood marketing programs and boards into a cohesive team with all efforts complimenting rather than competing or duplicating effort.

Budget
Administrative Expenses:Executive Director $86,000; Administrator $40,000; Cohesive Communications $14,000 (initial independent contractors); Office supply expenses $ 7,000; Travel expenses $30,000 (includes reimbursement for Board members); Public Relations/Marketing Firm $ 7,700 (Initial travel and other expenses); Total Expenses $184,700

Questions or  comments: shrimp@clemson.edu
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