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DOMESTIC DIVINGMARKETING TOOLKIT

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CONTENTSTOOLKIT OVERVIEW 03

TOOLKIT ASSETS 04

HOW CAN YOU GET INVOLVED 05Social Posts 06Social Stories 07Social Advertisements 08Social Cover Images 09Email Template & Header 10Posters 11Flyers 12Blogs 13

DOWNLOAD THE ASSETS 14

CAN WE HELP? 15

THANK YOU 16

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TOOLKITOVERVIEW

The domestic diving marketing toolkit has been developed to help you remind customers that, in the wake of this year, you are open for business and ready to help them explore their incredible underwater backyard.

Originally created in line with Tourism Australia’s ‘Holiday Here This Year’ campaign, this toolkit provides marketing assets to help you, our PADI Members.

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DOMESTIC DIVINGTOOLKIT ASSETS

The Domestic Diving toolkit has been created to guide your messaging in key promotional activity.

It includes the following:

1. Social Posts2. Social Stories3. Social Cover Images4. Social Advertisements5. Email Template & Headers6. Posters7. Flyers8. Blogs

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HOW CAN YOU GET INVOLVED?You can use the assets within this toolkit for your own marketing needs. For most of the assets you will need a Canva or MailChimp (both free) account to use. Don’t worry - it’s easy! You can modify many of the assets so they incorporate your own logo andmessage. Some specific ideas include:

• Create a series of Instagram story games to keep your audience engaged whilethey are at home

• Send an email to certified divers in your region reminding them that you are openfor business and ready to take them diving

• Utilise the blog topic ideas to create your own blog posts on diving in your localarea

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SOCIAL POSTSThese social media posts have been created for use across Facebook, Instagram and Twitter. When editing the posts in Canva, you have the option to add your logo to them or to leave this space blank.

You can also add your dive shop’s tagline to the image or any other messaging you would like.

Some options PADI has developed to keep local diving front of mind include:

• Dive local, support local.• Discover your local underwater world.• Explore your underwater backyard.• Dive your own backyard.• Dive your local site.• Love your local dive site.

Feel free to use these or or any additionalmessaging of your choice.

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SOCIAL STORIESThe social media stories provided in this toolkit can be used to encourage engagement with your audience and to keep people entertained during these unprecedented times.

You can utilise these by following these steps:

1. Find and download the assets from Canva.

2. Add your logo and tag as shown.3. Post ‘Story 1’ and ‘Story 2’ on your

social media.4. Wait until your followers repost and

tag you (you might have to ask your staff to repost in order to get the ball rolling). You can find all these stories in your direct messages on

Instagram.5. Repost the games to your stories

to encourage more users to play! To repost these stories you will need to click the ‘add this to my story’ text in direct messages. STORY 1 STORY 2

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SOCIAL COVER IMAGES

The above social media cover images have been designed for use across Facebook and Twitter. You have the freedom to add your own text to the image or to use no text at all, as well as being able to add your logo to the image. If you have an image that you would prefer over the images above you can upload this and replace the images provided.

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SOCIAL ADVERTISEMENTS

The assets provided here are the same as the social media post assets and can be used in social advertising on Facebook and Instagram.

In the example shown here, we have used one of the PADI provided tagline examples to show you how you can incorporate these in your own advertisements.

You can use this messaging to tie in with the broader campaign, or you can utilise your own, depending on what you would like to advertise.

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EMAIL TEMPLATE & HEADERSThe email headers provided by PADI can be found on Canva.

The email template provided for this campaign is hosted on Mailchimp.

The copy in the Mailchimp templates was originally written to keep the Tourism Australia ‘Holiday Here This Year’ cam-paign front of mind. However, this exact messaging may no longer be appropriate for you and you can update it according to your own situation.

The email headers provided by PADI to accompany this template can be cus-tomised however you would like.

You can add your own text and logo, or elect to keep the image and use no text at all.

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POSTERS

The posters provided in the toolkit are designed for you to add your logo and any text you would like to them. The text can be changed to reflect your tagline or you can add one of the PADI local diving tagline examples. You can save these as a PDF and print them in any size you wish. These can be used as A4 handouts, or can be printed larger and placed around your dive shop. The text can be changed to reflect your tagline or you can add a PADI local diving tagline. It is recommended that you keep the amount of text on these posters limited to let the images shine through.

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FLYERS

The above flyers have been created to be completely customisable to your dive shop’s needs. You can change the logo, header image and text. You can also customise the body of the flyer to input any special offers you have that you would like to communicate to your customers.

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BLOGSPosting regularly on your dive shop’s blog is a great way to keep customers engaged and to drive traffic towards your website. As creating multiple blogs can be a time consuming activity, when unprecedented times result in decreased activity at your dive business, it can be the perfect time to practice and perfect your blog writing skills.

Here are some good blog ideas to get you started:• 10 Must Dive Sites in [Location XYZ]• 5 Reasons to Visit [Location XYZ]• Our Favourite Surface Interval Activities in [Location XYZ]• You Need to Go Diving in [Location XYZ]. Here’s why.• Surprising Marine Animals You Never Knew Were Found in [Location XYZ]• 5 Types of Diving You Can Do in XYZ• Top Night Dives in XYZ

Below is a list of PADI’s most viewed blog’s from last year:1. 10 Fascinating Dolphin Facts2. Top 10 Best Places for Swimming & Diving with Whale Sharks3. 7 Things You Should Never Do Immediately After Diving4. A Short History of the Shaka5. 5 Facts About the Amazon Pink River Dolphin6. The Best Locations to Swim & Dive with Whale Sharks by Month7. What’s the Difference Between PADI Open Water Diver and Advanced Open Water?8. 5 Mistakes Divers Make: And How to Avoid Them (Divers Alert Network)9. The 6 Best Places to Learn to Scuba Dive in 201910. Tips for Preventing Mask Fog

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DOWNLOAD THETOOLKIT ASSETS

SOCIAL POSTSBoat Diver Cuttlefish Happy Diver Seal

SOCIAL STORIESThis/ThatMarine Animal RepostQuestion StickerDiving Q&A

SOCIAL COVER IMAGESFacebookBoat DiverCuttlefishHappy Diver

TwitterBoat DiverCuttlefishHappy Diver

EMAIL TEMPLATESMailchimp Template 1Mailchimp Template 2Mailchimp Template 3Mailchimp Template 4Mailchimp Template 5Mailchimp Template 6Mailchimp Template 7

FLYERSBoat DiverCuttlefishSealHappy Diver (SI)

IMAGESUnderwaterTopside

The below assets can be downloaded and edited through Canva and the email templates can be downloaded and edited through Mailchimp. Canva is a free graphic design platform that allows users to create social media graphics, posters and other visual content. PADI recommends that you sign up for an account on both platforms to easily edit the graphics and email templates in this toolkit.

EMAIL HEADERSCuttlefishBoat Diver

POSTERSBoat DiverHappy DiverSeal

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Your PADI Regional Support team is here to assist you in any way with any questions you have regarding this toolkit and the resources provided.

Please feel free to contact your PADI Regional Manager or contact PADI Marketing directly (marketing1@padi.com) with any questions or for some additional guidance.

CAN WE HELP?

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THANK YOU

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