Interactive Marketing Summer Campaign for Mammoth Mountain
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Transcript of Interactive Marketing Summer Campaign for Mammoth Mountain
Albert Diaz, Richard Luu, Gregory Minesaki
Jason Park, Karen Wang
Mammoth Mountain Summer Proposal
IBM 326 May 29th, 2012
Agenda
Current media analysis & planning
Competition & Growth
Interactive campaign objective
Suggest target segments
Media strategies
Proposal
Additional recommendations
Concept brief
Media Analysis & Planning
Strengths
• Strong online presence.
• Covers a wide range of social
media platforms.
• Homepage has mobile device
support.
• Strong brand image due to
winter season.
Weaknesses
• Homepage has too much clutter.
• Trip Planner is focused on winter
season.
• Official forums are not utilized as
much as other social platforms.
Opportunities
• Generate greater awareness for
summer activities offered.
Threats
• Market for summer activities is
extremely fragmented.
Interactive Marketing Campaign Objective
Request for proposal in serving Mammoth Mountain during
the summer time
The business would like to bring in new customers in addition
retain current customers
Objective
Focused on developing a long term and sustaining
marketing plan that focuses on experience and end-
to-end integration of marketing activities
Unified Theme: “Experience”
• Give our consumers a unique experience for attending
Mammoth Mountain
Target Segments
Families (Fanny Packers)
Mountain Bikers (Active Outdoor
Enthusiasts)
College Students (Sleep, Eat, Play, Study)
Fanny Packers
Targeted Segment: Families with 1~4 children
Combined income of ~$80,000+
Lifestyle: Busy working parents, busy children at
school, vacations planned around school schedules
Online, print and radio
Media Strategies
Advertising Online
“Building memories, one experience at a time!”
Top sites for travel
Trip Advisor, Yahoo!
Travel, Expedia, Travelocity, Priceline
Media Strategies
Travel, outdoor/leisure activity magazines with high circulations
National Geographic, Via Magazine, AAA Living, Travel & Leisure
Billboards
Radio – Morning traffic hours (before work) and after
work hours
Active Outdoor Enthusiasts
Targeted age 17-35
Actively seeking an experience (thrill seeker)
Lifestyle: Spends most of their time on adventurous
outdoor activities
Social media, Online, and Print
Researching, Entertainment, and Communicating
Active Outdoor Enthusiasts
Media Strategy (1) “Advertising Online ” Socaltrailriders.org Vitalmtb.com
Recommended by mountain bikers and riders within our target age
Pinkbike.com
Media Strategy Continued (1) “Dare to Experience”
“Dare to Experience Mammoth Mountain”: will evoke
curiosity, interest and challenge for new and current
customers to go to Mammoth
Media Strategy (1) “Advertising Online”
•Once advertisement is clicked the prospective
customers will be tracked and sent to a micro site
•Micro site will contain:
•Videos, Photos, and Calendar Events
Media Strategy (2) “Social Media”
Currently, Mammoth has more consumers following them on Facebook, Twitter, and YouTube compared to competitors (Tahoe, Mt. High, and Big Bear).
Take advantage and incorporate “Dare to Experience Mammoth Mountain”
Consumers wants and needs are to complete challenges.
Create a Mammoth Biking Experience Challenge
This type of challenge rewards riders with stickers or badges.
Creating buzz and the need to obtain awards. (achievements)
Media Strategy (3) “Print Media ”
Recommend that Mammoth reach out to local bike
shops within a (200 mile radius)
When customers buy their new bikes, they will get a card
Represents Mammoth as the mountain to take their new bike and ride
Tracking: QR code and web link to specific site
College Students (Sleep, Eat, Play,
Study)
Ages: 17-26 (Gen-
Y)
Income: <$30,000
Educated
Highly Mobile
Mainly in School
September-June
Tech Savvy
Trendy
Over 3 million in
CA
Avg. College
300+ mi. & 6
hours drive
Media Strategies-College
Students
Create a weeklong event, one week every
month
Mammothfest – “A Mammoth experience
like no other.”
Includes current activities:
Mountain biking, fishing, rock climbing, geocaching
Offer new activities:
Mud runs, obstacle courses, festival/carnival
games, concerts, open barbeques, large scale
competitions
Dedicate a website: “Mammothfest.com”
Use Social Media as the main communication
tool to reach out to current and potential
customers
Develop a media plan to build awareness and
“buzz” before, during and after the event
Use current sponsorships for promotion
Media Strategies-College
Students
Overview of Communication
Strategy
Before Blog/Website Facebook Twitter Youtube
During Instagram Foursquare Blog/Website Twitter
After Blog/Website Facebook YouTube
Tracking
Unique Code during ticket purchase
Code can represent discount, free prizes, other
offer
Historical Averages
Landing Page(s)
Traffic Going to Mammothfest.com
Tickets Purchased from Mammothfest.com
Fan & Follower activity on social media tools
Facebook & Twitter
Additional Recommendations
Transition from Winter to Summer activities
sooner.
Summer / Winter options on homepage.