Chapel Hill/Orange CountyVisitors BureauMission StatementPosition Chapel Hill and all of Orange County as a desirableplace...
OBJECTIVE          OCCUPANCY RATE 61.4% +4.4%                           ADR $101.19 –3.3%source: 2010-2011 Annual Report a...
What have we been up to?
assignment•   REVIEW EXISTING MARKETING PLAN•   KEY STAKEHOLDER INTERVIEWS•   DESIGN & MESSAGING AUDIT OF EXISTING MATERIA...
IntervieweesJIM NORTON                                      MARK SHERBURNECEO of Downtown Chapel Hill Partnership         ...
What challenges do we need to overcome?
challenges“I think we might be a one trick pony – UNC and nothing else.”     “ ou have a little of everything here. Pinehu...
challenges     “ e are perceived to be a sleepy little southern      W      village, we are a dynamic growing community.” ...
What do we have going for us?
“Great name recognition. For a town of 60,000    people it’s amazing that no matter where I go,          people have heard...
What is the primary      reason people visit?                 {                     UNC                     SPORTS EVENTDE...
Where are our opportunities for growth?
opportunities                “We need more mid-week business.”  “Summer off-season”     “We need mid-sized group travel.” ...
2012Marketing Focus        mid-week   group sales/meeting       mid-week    business traveler     summer leisure
Who can we target for business?
New                     Passionate                      Wide-Eyed  Recruits                High-Tech                      ...
Who can we target for summer getaways?
Trendsetters           Sophisticated Squires     Young, progressive    Cultured, artisticESRI MARKET SEGMENTATION
COMPETITION
Competitive audit   •   MESSAGING AUDIT   •   DESIGN AUDIT   •   SOCIAL MEDIA AUDIT   •   MEDIA SPEND AUDIT   •   CREATIVE...
positioning matrix                                                 Progressive                                  Asheville ...
positioning matrix                                                 Progressive                                  Asheville ...
POSITIONING
positioning       A process by which an       image or identity       is created in the       mind of the target market   ...
personality      sophisticated trendy welcoming               progressive        youthful    stimulating energetic    acce...
the alt-southernsceneChapel Hill isn’t a typical southern town and itcertainly isn’t mainstream. Instead, it’s filled with...
CREATIVE
eXPLORethe edge —of The —tRiangLeTravel to the fringe of mainstream  when visiting North Carolina’s Research Triangle. Cha...
tune intothe edge —of The —tRiangLe     There’s nothing mainstream   about the Chapel Hill, Carrboro,Hillsborough area. Fr...
unwindon the edge  —of The — tRiangLe    Make your trip to the triangle complete    without a detour to the Chapel Hill ar...
eXPLORe the edge                         —                                                 oF the                         ...
MEDIA
Target AudienceLEISURE    BUSINESS   = explorers
Channels  BUSINESS                                                LEISURE1.	ORGANIZATION                                  ...
Media mix  Digital  Online search  Print
Geographic focus                   Primary focus                   Secondary focus
The Edge of the Triangle - new marketing campaign by Clean Design
The Edge of the Triangle - new marketing campaign by Clean Design
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The Edge of the Triangle - new marketing campaign by Clean Design

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Laurie Paolicelli, director of the Orange County Visitors Bureau and Stephanie Perri, account manager at Clean Design, made a presentation to the Economic Development & Public Policy Committee on the new marketing campaign, "The Edge of the Triangle."

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The Edge of the Triangle - new marketing campaign by Clean Design

  1. 1. Chapel Hill/Orange CountyVisitors BureauMission StatementPosition Chapel Hill and all of Orange County as a desirableplace to visit and host a meeting or conference withcareful consideration to the needs and assets of the OrangeCounty communities.Engage in a variety of activities that will result in increasedhotel bookings, rental of area meeting facilities, visitations,increased occupancy tax receipts and visitor expenditures.
  2. 2. OBJECTIVE OCCUPANCY RATE 61.4% +4.4% ADR $101.19 –3.3%source: 2010-2011 Annual Report and Strategic Plan Overview
  3. 3. What have we been up to?
  4. 4. assignment• REVIEW EXISTING MARKETING PLAN• KEY STAKEHOLDER INTERVIEWS• DESIGN & MESSAGING AUDIT OF EXISTING MATERIALS• SOCIAL MEDIA AUDIT• TARGET AUDIENCE ANALYSIS• COMPETITIVE / COMPARATOR ANALYSIS• TOURS OF DESTINATION
  5. 5. IntervieweesJIM NORTON MARK SHERBURNECEO of Downtown Chapel Hill Partnership General Manager of AloftCATHERINE LAZORKO ANTHONY CAREYPublic Information Officer, Chapel Hill General Manager of Siena HotelGREG OVERBECK ROSEMARY WALDORFPartner Chapel Hill Restaurant Group/Spanky’s Town of Chapel Hill co-chair for 2020 Vision PlanERNEST DOLLAR LYDIA LAVALLEChapel Hill Preservation Society Director CarrboroDAVID GEPHART JACK SCHMIDTChair, Visitors Bureau Sales Director, Carolina InnLINDA CONVISSOR JAY PATELUNC Community Relations General Manager Franklin HotelSTEVE BRANTLEY AARON NELSONOrange County Economic Development CEO of the Chapel Hill Carrboro Chamber of CommerceKAREN MOOSE DEHART LEE PAVIONC High School Athletic Association Emeritus Member of the BoardMISSY JULIAN FOX JIM WARDUNC Visitors Center Director Chapel Hill Carrboro Town Council and Visitors Bureau Board
  6. 6. What challenges do we need to overcome?
  7. 7. challenges“I think we might be a one trick pony – UNC and nothing else.” “ ou have a little of everything here. Pinehurst is Y golf, Wilmington is beach, Asheville is Biltmore, Orlando is Disney. UNC is our Disneyworld.”source: stakeholder interviews
  8. 8. challenges “ e are perceived to be a sleepy little southern W village, we are a dynamic growing community.” “Our message has been diluted in the past. We have been doing three towns for the price of one and it dilutes the message.” “Because we have so much, we can lose focus.”source: stakeholder interviews
  9. 9. What do we have going for us?
  10. 10. “Great name recognition. For a town of 60,000 people it’s amazing that no matter where I go, people have heard of Chapel Hill.” “Our reputation precedes us. Internationally people come here because of our reputation.”source: stakeholder interviews
  11. 11. What is the primary reason people visit? { UNC SPORTS EVENTDESTINATION HOSPITAL VISIT FRIENDS FAMILY
  12. 12. Where are our opportunities for growth?
  13. 13. opportunities “We need more mid-week business.” “Summer off-season” “We need mid-sized group travel.” “Conferences are key. That should be our focus.”source: stakeholder interviews
  14. 14. 2012Marketing Focus mid-week group sales/meeting mid-week business traveler summer leisure
  15. 15. Who can we target for business?
  16. 16. New Passionate Wide-Eyed Recruits High-Tech Eager Young, adventurous Young, enthusiastic travelers Young, open-mindedsource: Industry News July 2011, HospitalityNet.org
  17. 17. Who can we target for summer getaways?
  18. 18. Trendsetters Sophisticated Squires Young, progressive Cultured, artisticESRI MARKET SEGMENTATION
  19. 19. COMPETITION
  20. 20. Competitive audit • MESSAGING AUDIT • DESIGN AUDIT • SOCIAL MEDIA AUDIT • MEDIA SPEND AUDIT • CREATIVE AUDIT • COMPARATOR AUDIT
  21. 21. positioning matrix Progressive Asheville Durham Raleigh Charlotte Greensboro Relaxing Dynamic Beach Pinehurst Charleston Savannah Williamsburg Traditional
  22. 22. positioning matrix Progressive Asheville Chapel Durham Hill Raleigh Charlotte Greensboro Relaxing Dynamic Beach Pinehurst Charleston Savannah Williamsburg Traditional
  23. 23. POSITIONING
  24. 24. positioning A process by which an image or identity is created in the mind of the target market for a product or company relative to the competition.
  25. 25. personality sophisticated trendy welcoming progressive youthful stimulating energetic accepting independent vibrant green creative educated
  26. 26. the alt-southernsceneChapel Hill isn’t a typical southern town and itcertainly isn’t mainstream. Instead, it’s filled withpeople and places that are part of an emergingculture. It’s a trend-setting playground full of sights,sounds, and tastes that make it the kind of placethat authors, musicians, and artists call home. Itthrives on being edgy or even experimental. Longbefore they became the norm, local bookstores,eco-friendly markets, gourmet coffee houses, anda live music scene could be found here. Visitorswith a taste for the kind of culture that sets thetone for the rest of the country will be pleasedwith themselves for discovering Chapel Hill.
  27. 27. CREATIVE
  28. 28. eXPLORethe edge —of The —tRiangLeTravel to the fringe of mainstream when visiting North Carolina’s Research Triangle. Chapel Hill’s sites, sounds and tastes are worth discovering. VISITCHAPELHILL.ORG
  29. 29. tune intothe edge —of The —tRiangLe There’s nothing mainstream about the Chapel Hill, Carrboro,Hillsborough area. From independent bands to one-of-a-kind events, explore our side of North Carolina’s VISITCHAPELHILL.ORG Research Triangle.
  30. 30. unwindon the edge —of The — tRiangLe Make your trip to the triangle complete without a detour to the Chapel Hill area. Here you’ll find friendly baristas, cozy beergardens, a one-of-a-kind music scene and more. VISITCHAPELHILL.ORG
  31. 31. eXPLORe the edge — oF the — tRiangLe [ ATTRACTIONS ] [ EVENTS] [ DINING ] [ WHERE TO STAY ]Travel to the fringe of Copy to represent greek text deliverable. Copy to represent greekmainstream when visiting for this project headline. text for this project. This text is only forNorth Carolina’s Research This text is only for position and not position and not for final deliverable.Triangle. Chapel Hill’s sites, for final deliverable. Copy to represent Copy project. Copy to represent greeksounds and tastes are greek text for this project. This text is text for this project. This text is only forworth discovering. only for position and not for final position and not for final deliverable.
  32. 32. MEDIA
  33. 33. Target AudienceLEISURE BUSINESS = explorers
  34. 34. Channels BUSINESS LEISURE1. ORGANIZATION 1. SEARCH ENGINE2. SEARCH ENGINE 2. FRIENDS FAMILY3. FRIENDS FAMILY 3. META-SEARCH4. META-SEARCH 4. TRAVEL SITES5. TRAVEL SITES 5. REVIEWS ON SOCIAL SITESSource: The Center for Hospitality Research • Cornell University
  35. 35. Media mix Digital Online search Print
  36. 36. Geographic focus Primary focus Secondary focus

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