Hazard Kentucky Chamber of Commerce Presentation 2.26.13

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Berea College, Entrepreneurship for the Public Good Program displays a pedagogical approach with a focus on entrepreneurial leadership for Liberal Arts undergraduates. This Perry County case study integrates the growing popularity of adventure tourism, ecotourism and heritage tourism and contains the potential for building an alternative economy, one that promises greater monetary returns for local residents, the preservation of rural traditions, and the protection of sensitive natural resources. Four traveler and tourist "personas" into Perry County in Eastern Kentucky are demonstrated.

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Hazard Kentucky Chamber of Commerce Presentation 2.26.13

  1. 1. Social Media as a Tool for Building an Alternative Economy in Perry County: A project among students, community partners and faculty Peter H. Hackbert Entrepreneurship for the Public Good Program Berea College, Berea KY Hazard Chamber of Commerce Hazard City Hall, Hazard KY February 26, 20132/28/2013 Peter H. Hackbert, Berea College 1
  2. 2. Source: Ezzell,T., Lambert, D., and E. Peter H. Strategies toCollege 2/28/2013 Ogle. Hackbert, Berea Economic Improvement in Appalachia’s 2Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
  3. 3. Source: Ezzell,T., Lambert, D., and E. Peter H. Strategies toCollege 2/28/2013 Ogle. Hackbert, Berea Economic Improvement in Appalachia’s 3Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
  4. 4. Source: Ezzell,T., Lambert, D., and E. Peter H. Strategies toCollege 2/28/2013 Ogle. Hackbert, Berea Economic Improvement in Appalachia’s 4Distressed Rural Counties, University of Tennessee, Knoxville, Washington DC: ARC. February 2012.
  5. 5. “Uneven Ground” UK Professor of History: Ronald Eller www.google.com/images2/28/2013 Peter H. Hackbert, Berea College 5
  6. 6. …growing popularity of ecotourism and heritage tourism…contained the potential for building an alternative economy, one that promised greater monetary returns for local residents, the preservation of rural traditions, and the protection of sensitive natural resources. - Ronald D. Eller, Uneven Ground, The University of Kentucky Press, 2008: 256.2/28/2013 Peter H. Hackbert, Berea College 6
  7. 7. 5 Years Research• Demographic Analysis• Economic Analysis• Entrepreneurship• Community Survey• Site visits (14x10x6) 840 night stays2/28/2013 Peter H. Hackbert, Berea College 7
  8. 8. Small Town Program Populations 1,602 357 175 1,764 747 1,0812/28/2013 Peter H. Hackbert, Berea College 8
  9. 9. 2/28/2013 Peter H. Hackbert, Berea College 9
  10. 10. Key Question Can Social Media be a tool to develop an alternative economy in Appalachian communities?2/28/2013 Peter H. Hackbert, Berea College 10
  11. 11. We observed and we listened to the KRADD business owners, attraction and destination operators.2/28/2013 Peter H. Hackbert, Berea College 11
  12. 12. They useFacebook 2/28/2013 Peter H. Hackbert, Berea College 12
  13. 13. 2/28/2013 Peter H. Hackbert, Berea College 13
  14. 14. Google Search2/28/2013 Peter H. Hackbert, Berea College Website 14
  15. 15. 2/28/2013 Peter H. Hackbert, Berea College 15
  16. 16. Summer 2012 - We researched Kentucky Tourism2/28/2013 Peter H. Hackbert, Berea College 16
  17. 17. Kentucky Visitor Profile Study Daniel Boone Country Region September 2010 – August 2011 Visitors Prepared for: The Commonwealth of Kentucky Department of Travel and Tourism Prepared by:2/28/2013 Peter H. Hackbert, Berea College 17
  18. 18. 3rd largest industry in Kentucky, Tourism is the providing $3.3 billion in salaries annually This is despite only 34% of first-time Kentucky visitors actually recalling seeing any advertisements or promotions for Kentucky prior to their visit.2/28/2013 Peter H. Hackbert, Berea College 18
  19. 19. The Daniel Boone Country VisitorAverage Income : $68,560Average Age: 50.8Average Travel Group Size: 369% short pleasure trip53% use internet 2/28/2013 Peter 96%Recommend their visit to others: H. Hackbert, Berea College 19
  20. 20. 2/28/2013 Peter H. Hackbert, Berea College 20
  21. 21. 36 Hours in Damacus2/28/2013 Peter H. Hackbert, Berea College 21
  22. 22. 2/28/2013 Peter H. Hackbert, Berea College 22
  23. 23. 115 million Americans live within a day’s driving distance2/28/2013 Peter H. Hackbert, Berea College 23
  24. 24. Imagine How would you spend 36 hours in the KRADD region?2/28/2013 Peter H. Hackbert, Berea College 24
  25. 25. 36 Hours in the KRADD Region2/28/2013 Peter H. Hackbert, Berea College 25
  26. 26. Online consumer recommendations are the second most trusted source of brand advertising, second only to“recommendations from people I know” ina global 2012 study of 28,000 consumers in 56 countriesSource: Nielson, “Consumer Trust in Online, Social and Mobile Advertising Grows, 20122/28/2013 Peter H. Hackbert, Berea College 26
  27. 27. "The traveler/tourist persona profile gives you a chance to truly empathize with targetmarket segments, stepping out of the role as someone who wants to promote a product and see, through your travelers eyes…” Peter H. Hackbert2/28/2013 Peter H. Hackbert, Berea College 27
  28. 28. 34 Personas2/28/2013 Peter H. Hackbert, Berea College 28
  29. 29. 1. Traveler and Tourist Personas2/28/2013 Peter H. Hackbert, Berea College 29
  30. 30. Meet the Weston’s2/28/2013 Peter H. Hackbert, Berea College 30
  31. 31. Lifestyle2/28/2013 Peter H. Hackbert, Berea College 31
  32. 32. Limitations2/28/2013 Peter H. Hackbert, Berea College 32
  33. 33. Westons’ Travel Goals & Strategy • More Spontaneity • Wide open road with unplanned stops • Download apps • Love of history • Good foods and scenic roads2/28/2013 Peter H. Hackbert, Berea College 33
  34. 34. H.O.G.Run inpacks 2/28/2013 Peter H. Hackbert, Berea College 34
  35. 35. Appalachian “tag-a-long ride” to Cherokee NCArrive in Hazard, Kentucky at 2:30 p.m. at the Tourism office 2/28/2013 Peter H. Hackbert, Berea College 35
  36. 36. Perry County’s answer to the history buff2/28/2013 Peter H. Hackbert, Berea College 36
  37. 37. History of Perry County : Bobby Davis Museum & Park4:00 p.m.2/28/2013 Peter H. Hackbert, Berea College 37
  38. 38. Py Cakes 5:00 p.m.2/28/2013 Peter H. Hackbert, Berea College 38
  39. 39. 2/28/2013 Peter H. Hackbert, Berea College 39
  40. 40. Where to Stay?6:00 p.m.2/28/2013 Peter H. Hackbert, Berea College 40
  41. 41. 2/28/2013 Peter H. Hackbert, Berea College 41
  42. 42. Jabo’s State of MineDinner- 7:00 p.m.2/28/2013 Peter H. Hackbert, Berea College 42
  43. 43. 7:00 p.m. Dinner2/28/2013 Peter H. Hackbert, Berea College 43
  44. 44. 8:00 a.m. Ride to breakfast2/28/2013 Peter H. Hackbert, Berea College 44
  45. 45. Departure1:30 p.m. 2/28/2013 Peter H. Hackbert, Berea College 45
  46. 46. The Weston’s Next Steps• Once returning home from their rally the Weston’s…• Uploaded multiple pictures on facebook• Wrote reviews on their food and lodging• Told their friends about their trip and passed along their brochures• Planned an annual trip to Hazard for the Cherokee Rally Tag- A-Long2/28/2013 Peter H. Hackbert, Berea College 46
  47. 47. Wildcat Harley-Davidson, London KY Craft four seasonal tours to and through Perry County2012 Excellence in Entrepreneurship Awards for Eastern and Southern Kentucky2/28/2013 Peter H. Hackbert, Berea College 47
  48. 48. 2. Traveler and Tourist Personas2/28/2013 Peter H. Hackbert, Berea College 48
  49. 49. Joseph Atkins2/28/2013 Peter H. Hackbert, Berea College 49 Images.google.com Images.google.com
  50. 50. 45 years old Works in Cincinnati Restaurant Manager Married No children History Buff 45 Years Old Social Media Experience Wife is in Chicago $1,100 budget Travels by car Visit a buddy at Alice Lloyd college2/28/2013 Peter H. Hackbert, Berea College 50 Images.google.com
  51. 51. 8:45 AM Three Forks Historical Center 2/28/2013 Peter H. Hackbert, Berea College 51Facebook.com/DigitalAppalachia
  52. 52. What got him to stop?2/28/2013 Peter H. Hackbert, Berea College 52 Tripadvisor.co m
  53. 53. 12:15 PM Old Country Inn 2/28/2013 Peter H. Hackbert, Berea College 53 Facebook.com/DigitalAppalachia
  54. 54. 2/28/2013 Peter H. Hackbert, Berea College 54
  55. 55. 9:30 AM - Wednesday Alice Lloyd College 2/28/2013 Peter H. Hackbert, Berea College 55 Facebook.com/DigitalAppalachia
  56. 56. Google Local Review: Alice Lloyd Collegewww.google.com/images 2/28/2013 Peter H. Hackbert, Berea College 56
  57. 57. Deals/Discounts2/28/2013 Peter H. Hackbert, Berea College 57
  58. 58. Yelp Review: Hindman Settlement School2/28/2013 Peter H. Hackbert, Berea College 58
  59. 59. Lunch Special2/28/2013 Peter H. Hackbert, Berea College 59
  60. 60. Appalachian Artisan Center Studio2/28/2013 Peter H. Hackbert, Berea College 60 Yelp.com
  61. 61. 1:00 PM Appalachian Artisan Center Studio 2/28/2013 Peter H. Hackbert, Berea College 61 Facebook.com/DigitalAppalachia
  62. 62. Store decals2/28/2013 Peter H. Hackbert, Berea College 62
  63. 63. Joseph Atkins Next Steps• Returning home from his trip• Uploaded multiple pictures on Facebook• Wrote reviews on Yelp, Google+ and TripAdvisor• Told his friends about his trip and passed along his comments• Planned an annual trip to Perry County, KY2/28/2013 Peter H. Hackbert, Berea College 63
  64. 64. Lessons Learned1. Claim your business location2. Use and promote local deals/updates3. Prompt guests to leave tips4. Create badges5. Use signs at your location6. Create contests2/28/2013 Peter H. Hackbert, Berea College 64
  65. 65. 3. Traveler and Tourist Personas2/28/2013 Peter H. Hackbert, Berea College 65
  66. 66. Cameron Bruce Sourced: Google images19 years old 51 years old 2/28/2013 Peter H. Hackbert, Berea College 66
  67. 67. Patrick Todd 16 years old 49 years old Source: Google images 2/28/2013 Peter H. Hackbert, Berea College 67
  68. 68. Lifestyle/ Limitations/BudgetSourced: Google images 2/28/2013 Peter H. Hackbert, Berea College 68
  69. 69. Historic ReenactmentsSourced: Google images 2/28/2013 Peter H. Hackbert, Berea College 69
  70. 70. Buckhorn State Park and Resort Review 2/28/2013 Peter H. Hackbert, Berea College 70Sourced: Trip Advisor
  71. 71. …the positive effects of star ratings ….a half star provides to the restaurants evening bookings at 7pm peak dining times….restaurants sell out an average of 30-49% more often when moving from 3.5 stars to 4 stars on Yelp the rating system.2/28/2013 Peter H. Hackbert, Berea College 71
  72. 72. 7:00am Buckhorn State Park and Resort 2/28/2013 Peter H. Hackbert, Berea College 72Sourced: Google images
  73. 73. 2/28/2013 Peter H. Hackbert, Berea College 73
  74. 74. Begley’s General Store: Electronic Archery Range Techno Hunt 2/28/2013 Peter H. Hackbert, Berea College 74Sourced: Jalissa Hunter
  75. 75. Begley’s General Store Review 2/28/2013 Peter H. Hackbert, Berea College 75Sourced: Yelp
  76. 76. Kentucky School of Bluegrass & Traditional Music Review – “all cross the USA” 2/28/2013 Peter H. Hackbert, Berea College 76Sourced: Yelp
  77. 77. 6:45 pm Creekside Go-Kart Track 2/28/2013 Peter H. Hackbert, Berea College 77Sourced: Ali Djire
  78. 78. Go-Kart Review –”Like Disney Land in Leslie County” 2/28/2013 Peter H. Hackbert, Berea College 78Sourced: Yelp
  79. 79. Next Steps4 Actions Happy People Do:1. Upload Photos2. Tell others3. Make comments4. Comeback 2/28/2013 Peter H. Hackbert, Berea College 79
  80. 80. Lessons Learned1. Study your competitors’ profiles2. Complete your business profile3. Create a photo gallery4. Recognize the value of your customer reviews5. Respond to reviews6. Track and use metrics2/28/2013 Peter H. Hackbert, Berea College 80
  81. 81. 4. Traveler and Tourist Personas2/28/2013 Peter H. Hackbert, Berea College 81
  82. 82. Meet the next Persona: The Ritchie Family 1980 • In 1980s Lived in Perry/Hazard. • Returning for family reunion. • Refresh the memories of their childhood and spend times in the mountains as they call it “Home”. 2/28/2013 Peter H. Hackbert, Berea College 82
  83. 83. Lifestyle
  84. 84. ERROR: stackunderflowOFFENDING COMMAND: ~STACK:

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