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.

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Interactive Marketing Summer Campaign for Mammoth Mountain

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

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