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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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Research report and campaign strategy recommendations

Research Report and Campaign Strategy Recommendations

Jon Whitely, Inc.

May 6, 2008


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


Green travel barriers
Green Travel Barriers

May 6, 2008

11



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

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Timeline implementation
Timeline Implementation

May 6, 2008

26


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


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