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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. 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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  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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