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

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

24. Additional Recommendations
 Transition from Winter to Summer activities
sooner.
 Summer / Winter options on homepage.

25.  Questions?
Thanks for your time!