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Research Report and Campaign Strategy Recommendations. Jon Whitely, Inc. May 6, 2008. Jon Whitely, Inc. May 6, 2008. 2. Executive Summary. TGW as a consumer-friendly resource for traveling green Quantitative & qualitative research Defined marketing objectives

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jon whitely inc
Jon Whitely, Inc.

May 6, 2008

2

executive summary
Executive Summary
  • TGW as a consumer-friendly resource for traveling green
    • Quantitative & qualitative research
    • Defined marketing objectives
    • Identified primary target market
    • Recommended positioning
    • Advertising & PR strategies

May 6, 2008

3

research report
Research Report

May 6, 2008

4

problems opportunities
Problems & Opportunities
  • TGW awareness expected to be low
  • Target market undefined
  • Widespread adoption of green practices
  • Green lifestyle may not have spread to vacation habits

May 6, 2008

5

research objectives
ResearchObjectives
  • Define & learn about target market
  • Measure awareness of TGW & green travel
  • Measure interest in & attitudes toward green travel
  • Discover perceived barriers to green travel

May 6, 2008

6

the survey
TheSurvey

May 6, 2008

7

awareness
Awareness

May 6, 2008

8

levels of interest
Levels of Interest

May 6, 2008

9

tgw preference
TGW Preference

May 6, 2008

10

the focus group
The Focus Group
  • Method
    • Five males discussing amongst themselves for 60 minutes
  • Findings
    • Ease, accessibility, & Incentive-based travel
    • Economic viability
    • Green skepticism
    • Green quality

May 6, 2008

13

marketing objective
Marketing Objective

Two-tiered approach:

  • Increase TGW’s brand awareness
  • Communicate that TGW is an easy & accessible resource to use when planning an eco-friendly getaway to WI

May 6, 2008

15

primary target market
Primary Target Market
  • “Light Greens”
    • Males & females age 25+
    • HH income $50,000+
    • Well-informed, prepared, & receptive to green messages
    • Often lack motivation for actually implementing green practices

May 6, 2008

16

consumer insight
Consumer Insight
  • Ease & motivation
  • “Feel good” incentives
  • Interest in green tourism
    • Consumers need more information
  • Green skepticism
  • Believe “true greens” forfeit quality

May 6, 2008

17

positioning
Positioning
  • Recommended positioning for TGW:
    • To “light greens”
    • TGW is the resource that enables them to easily bring their green values on WI getaways
    • Because it is easily accessible by Internet, offers consumers solutions to planning eco-friendly getaways, & directly connects them to the nearest WI green business

May 6, 2008

18

positioning rational
Positioning Rational
  • Optimal positioning because:
    • Target market interested in ecotourism
      • Need information
    • Internet as a research tool
    • Motivated to be green when:
      • Easy
      • “Feel good”
      • Lack of disincentives

May 6, 2008

19

advertising strategies
Advertising Strategies
  • Goals: awareness & education
  • Key messages
    • TGW makes it easy to “be green”
    • TGW is legitimate
  • Ads should:
    • Always have the TGW logo
    • Drive target market to Web site

May 6, 2008

21

advertising strategies1
Advertising Strategies
  • Tone
    • Serious but engaging
    • Facts that the audience can digest
  • Scope
    • All of WI, Minneapolis/St. Paul, Chicago
    • Pulsing & fleeting strategy
    • TV ads to create awareness
    • Newspapers & magazines (ex. Midwest Living)

May 6, 2008

22

advertising recommendations
Advertising Recommendations
  • Revamp Web site
    • More intuitive
    • “Take a green vacation” button
    • Example: expedia.com
  • Customer service

as a point of difference

    • Interactive chats

May 6, 2008

23

pr strategies
PR Strategies
  • Goals
    • Low cost yet effective measures
    • Awareness & education
  • Press release template
    • Keep this, but reshape use

May 6, 2008

24

pr recommendations
PR Recommendations
  • TGW Business of the Year
    • Annual award
  • Golf Course kits - stickers, tees
  • “Piggy-backing”
    • Approved businesses feature TGW logo & URL in their ads
  • Opinion leaders
    • Prominent organization leaders (Sierra Club)
    • Press kits with recycled materials

May 6, 2008

25

conclusion
Conclusion

Travel Green Wisconsin’s mission:

  • Protect the beauty & vitality of Wisconsin’s landscape & natural resources
  • Educate travelers to Wisconsin about sustainable tourism practices

May 6, 2008

27

ad