Interactive Marketing Summer Campaign for Mammoth Mountain

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Our team created and served an Interactive Marketing Summer Campaign for Mammoth Mountain to WebMetro, a top online direct marketing agency.

Our team created and served an Interactive Marketing Summer Campaign for Mammoth Mountain to WebMetro, a top online direct marketing agency.

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  • 1. Albert Diaz, Richard Luu, Gregory Minesaki Jason Park, Karen Wang Mammoth Mountain Summer Proposal IBM 326 May 29th, 2012
  • 2. Agenda  Current media analysis & planning  Competition & Growth  Interactive campaign objective  Suggest target segments  Media strategies  Proposal  Additional recommendations  Concept brief
  • 3. 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.
  • 4. 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
  • 5. Target Segments  Families (Fanny Packers)  Mountain Bikers (Active Outdoor Enthusiasts)  College Students (Sleep, Eat, Play, Study)
  • 6. 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
  • 7. Media Strategies  Advertising Online “Building memories, one experience at a time!”  Top sites for travel  Trip Advisor, Yahoo! Travel, Expedia, Travelocity, Priceline
  • 8. Media Strategies  Print  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
  • 9. County Commute Patterns
  • 10. 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
  • 11. Active Outdoor Enthusiasts  Media Strategy (1) “Advertising Online ” Socaltrailriders.org Vitalmtb.com Recommended by mountain bikers and riders within our target age Pinkbike.com
  • 12. 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
  • 13. 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
  • 14. 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)
  • 15. 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 a  Tracking: QR code and web link to specific site
  • 16. 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
  • 17. 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
  • 18. Mammothfest “A Mammoth experience like no other.”
  • 19.  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
  • 20. Overview of Communication Strategy Before Blog/Website Facebook Twitter Youtube During Instagram Foursquare Blog/Website Twitter After Blog/Website Facebook YouTube
  • 21. Facebook Fan Page
  • 22. 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
  • 23. Additional Recommendations  Transition from Winter to Summer activities sooner.  Summer / Winter options on homepage.
  • 24.  Questions? Thanks for your time!