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Research Report and Campaign Strategy Recommendations

This report analyzes Travel Green Wisconsin (TGW) as a consumer-friendly resource. It suggests marketing objectives, target market definition, positioning, advertising, and PR strategies to promote green travel awareness. Problems, opportunities, and consumer insights are identified, leading to campaign recommendations to increase TGW's brand awareness and appeal to "Light Greens" segment. Recommendations include revamped website, award programs, and collaborating with opinion leaders. The campaign aims to educate and motivate travelers to choose eco-friendly options in Wisconsin.

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Research Report and Campaign Strategy Recommendations

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  1. Research Report and Campaign Strategy Recommendations Jon Whitely, Inc. May 6, 2008

  2. Jon Whitely, Inc. May 6, 2008 2

  3. 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

  4. Research Report May 6, 2008 4

  5. 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

  6. 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

  7. TheSurvey May 6, 2008 7

  8. Awareness May 6, 2008 8

  9. Levels of Interest May 6, 2008 9

  10. TGW Preference May 6, 2008 10

  11. Green Travel Barriers May 6, 2008 11

  12. Difficulty Finding Information May 6, 2008 12

  13. 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

  14. Campaign Strategy Recommendations May 6, 2008 14

  15. 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

  16. 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

  17. 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

  18. 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

  19. 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

  20. Marketing Campaign Strategies May 6, 2008 20

  21. 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

  22. 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

  23. 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

  24. PR Strategies • Goals • Low cost yet effective measures • Awareness & education • Press release template • Keep this, but reshape use May 6, 2008 24

  25. 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

  26. Timeline Implementation May 6, 2008 26

  27. 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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