Door County Plans Book
Transcript of Door County Plans Book
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EXECUTIVESUMMARY
RESEARCHSTRATEGY& GOALS
TACTICALAPPROACH
SUMMERPROMOTION
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SWOTANALYSIS
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CREATIVE
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MEDIA PLAN& BUDGET
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SUCCESS & MEASUREMENT
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LOOKINGAHEAD
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UTILIZEDSOURCES
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HOW WE METYOUR GOALS
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and in the following pages, you’ll see who we can be together.
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Year round success for Door County requires emotionallydifferentiating themselves amongst their audience.
• Relaxing destination for the entire family• Location that makes it the perfect driving distance
for a weekend trip
• Located along two major highways that make
navigation simple
• Large target market that includes Midwest metro
areas
• Activities that cater to every family member
• Community centered around art and culture
• Activities for every season
• Upscale vacation destination
• Appeals to the LGBT community• Attractive to the spontaneous weekend traveler
• Can not cater to large gatherings
• Main business generated during summer
• Difficult to book spontaneous summer vacations
• A homogenous demographic
• Forgotten during the winter
• Own their cute, quaint, and rustic characteristics
• Attract o season travelers
• Highlight o season activities
• Target communities outside of the Midwest
• Emphasize organic farming and going green
• Target the head of household
• Midwest vacation destinations that oer weekend
getaways with scenic waterscapes
• Vacation destinations that cater to large groups
• Vacation destinations that oer year roundactivities
• Vacation destinations that are closer for travelers
• Tropical vacation destinations
• Lack of major attractions
STRENGTHS WEAKNESSES
OPPORTUNITIES
THREATSKEY INSIGHT: Door County is located ideally forfamilies and couples looking to vacation with itsvibrant communities and unique people
KEY INSIGHT: Door County needs to attract visitorsyear round
KEY INSIGHT: Promote overlooked events duringthe late fall and winter months
KEY INSIGHT: Promote overlooked events duringthe late fall and winter months
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LEISURE TRAVEL IS
UP FROM 2012
MIDWEST
REMAINSBIGGESTSOURCE OFTRAVELERS FORWISCONSIN
KEY INSIGHTS
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Mother Monarchs
KEY INSIGHTS
59% of Moms say that price andavailability inuence theirvacation more than anything else
Mother Monarchs (MM) are in charge ofdecisions and spending in the household.They are highly inuenced by word ofmouth and online recommendations.Planning vacations months in advance,they consider price and availability most.
92% of Moms said they search forrestaurant reviews more thanany other type of review whenplanning a vacation
55% of Moms take at least two vacationseach year and 25% at least three.
42% of Moms plan their vacation threeto six months before
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Weekend WarriorsWeekend Warriors are Millennial travelers whoprefer special experiences, are highly social,and value authenticity and connectivity as thebest way to explore the world.
SPENDING POWER
$200 BILLION
1/4 MILLENNIALS
6/10 MILLENNIALS
MILLENNIALS ONLINEThey spend 25 hours a week on average,online
59%
35%
70%
91%
ON SMARTPHONES
ON TABLETS
ON LAPTOPS
REGULARLY ONLINE
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GOALSSTRATEGY &
Increase overallbrand awareness by25% in three major
target markets:Minneapolis,Chicago, and
Milwaukee
Increase number
of visitors to DoorCounty year round
and increaserevenue from
tourism in DoorCounty
Increase number ofwinter visitors to
Door County by 10%in 2016
Positivelydierentiate Door
County fromcompetitors
Promote DoorCounty as a “green”tourism destination
Promote Door Countas “local”
and “passionate”
WE WILL ACHIEVE THESE GOALS BY
Distinguishing Door County amongst its competitors through the implementation ofthe following integrated advertising campaign.
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PRINT ADVERTISEMENTS& RADIO SPOTS
To accentuate the passion in DoorCounty’s communities
SOCIAL MEDIA• Create a Door County digital magazine
• Utilize Facebook & Twitter
OUT OF HOME PROMOTIONS• Guerrilla marketing with 3D
chalk art• Utilize Divvy picnic baskets and
bikes for Door County themed
promotional events
SUMMER PROMOTIONUtilize the following bike-share programs: Divvyin Chicago, Bublr in Milwaukee, and Nice Ride inMinneapolis, to promote going green and attractour target audience
With these tactics, we will accomplish our goals by eectively reaching our primaryand secondary target audiences in the Minneapolis, Chicago, and Milwaukee areasthrough the mediums previously mentioned.
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TARGETED TO MOTHER MONARCHS
TARGETED TO WEEKEND WARRIORS
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#DoCo
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Newspaper
Magazine
Radio
Billboards
Digital
Guerilla
Summer Promo;on
BUDGETMEDIA PLAN &
OVERALL SPENDING
Newspaper - $208,624Magazine - $217, 190Radio - $176,000Billboards - $128,200Digital - $100,000Outdoor / Guerrilla - $60,000Summer Promotion - $100,000
TOTAL SPENT - $990,014.00
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#DoCo
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To evaluate the exposure of the campaign, Open Door will compile information from theadvertisements into a data warehouse. For each media type, we will track and evaluate specic metricsassociated with exposure.
• For print media, we will use circulation, frequency, and gross rating points. This will allow us toanalyze the eciency of our spending, and the goal is to have a higher gross rating point and lowercost.
• For radio, we will use cumulative persons, frequencies, gross ratings points, and station ratings.These metrics will help to show when and where our advertisements are receiving the mostlisteners.
• Billboard evaluation will include reach, frequency, and gross ratings points. Understanding thesemetrics will show which markets our advertisements are most ecient in.
• Digital measurements for our multiple online media will be website hits, frequency, comments,likes, and gross ratings points. This allows us to understand which advertisements and what contentis receiving the most attention.
Through the use of these metrics and services, such as Nielsen, Google Analytics, and SearchEngine Optimization, we will be able to measure, chart, and evaluate the eectiveness of each of ouradvertisements. Our system will translate reported numbers such as circulation, reach, cume, andfrequency and convert each statistic into a gross rating point. These points can then be compared and
evaluated to show that each advertisement is being optimized for exposure and the maximum possiblereturn on investment.
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MICKEYACCOUNT EXECUTIVE // MEDIA
MELINACREATIVE DIRECTOR // ART DIRECTOR
STACYCOPYWRITER // ASST. ACCOUNT EXECUTIVE
KATECOPYWRITER // ASST. ACCOUNT EXECUTIVE
ENRIQUERESEARCH
SEANMEDIA
LUZRESEARCH
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OPEN DOORCOMMUNICATIONS