Research report and campaign strategy recommendations
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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

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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

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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


Difficulty finding information

Difficulty Finding Information

May 6, 2008

12


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


Campaign strategy recommendations

Campaign Strategy Recommendations

May 6, 2008

14


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


Marketing campaign strategies

Marketing Campaign Strategies

May 6, 2008

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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

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