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Research Report  and Campaign Strategy Recommendations Jon Whitely, Inc. May 6, 2008
Jon Whitely, Inc. 2 May 6, 2008
Executive Summary <ul><li>TGW as a consumer-friendly resource for traveling green </li></ul><ul><ul><li>Quantitative & qua...
Research Report 4 May 6, 2008
Problems & Opportunities <ul><li>TGW awareness expected to be low </li></ul><ul><li>Target market undefined </li></ul><ul>...
Research Objectives <ul><li>Define & learn about target market </li></ul><ul><li>Measure awareness of TGW & green travel <...
The Survey 7 May 6, 2008
Awareness 8 May 6, 2008
Levels of Interest 9 May 6, 2008
TGW Preference 10 May 6, 2008
Green Travel Barriers 11 May 6, 2008
Difficulty Finding Information 12 May 6, 2008
The Focus Group <ul><li>Method </li></ul><ul><ul><li>Five males discussing amongst themselves for 60 minutes </li></ul></u...
Campaign Strategy Recommendations 14 May 6, 2008
Marketing Objective <ul><li>Two-tiered approach: </li></ul><ul><li>Increase TGW’s brand awareness </li></ul><ul><li>Commun...
Primary Target Market <ul><li>“ Light Greens” </li></ul><ul><ul><li>Males & females age 25+ </li></ul></ul><ul><ul><li>HH ...
Consumer Insight <ul><li>Ease & motivation </li></ul><ul><li>“ Feel good” incentives </li></ul><ul><li>Interest in green t...
Positioning <ul><li>Recommended positioning for TGW: </li></ul><ul><ul><li>To “light greens” </li></ul></ul><ul><ul><li>TG...
Positioning Rational <ul><li>Optimal positioning because: </li></ul><ul><ul><li>Target market interested in ecotourism </l...
Marketing Campaign Strategies 20 May 6, 2008
Advertising Strategies <ul><li>Goals: awareness & education </li></ul><ul><li>Key messages </li></ul><ul><ul><li>TGW makes...
Advertising Strategies <ul><li>Tone </li></ul><ul><ul><li>Serious but engaging </li></ul></ul><ul><ul><li>Facts that the a...
Advertising Recommendations <ul><li>Revamp Web site </li></ul><ul><ul><li>More consumer-oriented </li></ul></ul><ul><ul><l...
PR Strategies <ul><li>Goals </li></ul><ul><ul><li>Low cost yet effective measures </li></ul></ul><ul><ul><li>Awareness & e...
PR Recommendations <ul><li>TGW Business of the Year </li></ul><ul><ul><li>Annual award </li></ul></ul><ul><li>Golf Course ...
Implementation Timeline 26 May 6, 2008
Conclusion <ul><li>Travel Green Wisconsin’s mission: </li></ul><ul><li>Protect the beauty & vitality of Wisconsin’s landsc...
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Travel Green Wisconsin Research Report & Campaign Strategy Recommendations

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This past spring, I worked with four peers from my Journalism 449: Research & Strategy class on a project for Travel Green Wisconsin. TGW is a state-run program designed to: protect the beauty and vitality of Wisconsin’s landscape and natural resources; and, educate travelers to Wisconsin about sustainable tourism practices.

With grants from both the Wisconsin Department of Tourism and the University of Wisconsin-Madison, my group conducted extensive background research, including a focus group and survey posted on Surveymonkey.com. From this research, we devised marketing objectives, identified a primary target market, recommended a specific business positioning, provided rationale for this positioning, and offered tactical directions for executing this positioning. We presented this work to TGW in the last week of class.

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Transcript of "Travel Green Wisconsin Research Report & Campaign Strategy Recommendations"

  1. 1. Research Report and Campaign Strategy Recommendations Jon Whitely, Inc. May 6, 2008
  2. 2. Jon Whitely, Inc. 2 May 6, 2008
  3. 3. Executive Summary <ul><li>TGW as a consumer-friendly resource for traveling green </li></ul><ul><ul><li>Quantitative & qualitative research </li></ul></ul><ul><ul><li>Defined marketing objectives </li></ul></ul><ul><ul><li>Identified primary target market </li></ul></ul><ul><ul><li>Recommended positioning </li></ul></ul><ul><ul><li>Advertising & PR strategies </li></ul></ul>3 May 6, 2008
  4. 4. Research Report 4 May 6, 2008
  5. 5. Problems & Opportunities <ul><li>TGW awareness expected to be low </li></ul><ul><li>Target market undefined </li></ul><ul><li>Widespread adoption of green practices </li></ul><ul><li>Green lifestyle may not have spread to vacation habits </li></ul>5 May 6, 2008
  6. 6. Research Objectives <ul><li>Define & learn about target market </li></ul><ul><li>Measure awareness of TGW & green travel </li></ul><ul><li>Measure interest in & attitudes toward green travel </li></ul><ul><li>Discover perceived barriers to green travel </li></ul>6 May 6, 2008
  7. 7. The Survey 7 May 6, 2008
  8. 8. Awareness 8 May 6, 2008
  9. 9. Levels of Interest 9 May 6, 2008
  10. 10. TGW Preference 10 May 6, 2008
  11. 11. Green Travel Barriers 11 May 6, 2008
  12. 12. Difficulty Finding Information 12 May 6, 2008
  13. 13. The Focus Group <ul><li>Method </li></ul><ul><ul><li>Five males discussing amongst themselves for 60 minutes </li></ul></ul><ul><li>Findings </li></ul><ul><ul><li>Ease, accessibility, & Incentive-based travel </li></ul></ul><ul><ul><li>Economic viability </li></ul></ul><ul><ul><li>Green skepticism </li></ul></ul><ul><ul><li>Green quality </li></ul></ul>13 May 6, 2008
  14. 14. Campaign Strategy Recommendations 14 May 6, 2008
  15. 15. Marketing Objective <ul><li>Two-tiered approach: </li></ul><ul><li>Increase TGW’s brand awareness </li></ul><ul><li>Communicate that TGW is an easy & accessible resource to use when planning an eco-friendly getaway to WI </li></ul>15 May 6, 2008
  16. 16. Primary Target Market <ul><li>“ Light Greens” </li></ul><ul><ul><li>Males & females age 25+ </li></ul></ul><ul><ul><li>HH income $50,000+ </li></ul></ul><ul><ul><li>Well-informed, prepared, & receptive to green messages </li></ul></ul><ul><ul><li>Often lack motivation for actually implementing green practices </li></ul></ul>16 May 6, 2008
  17. 17. Consumer Insight <ul><li>Ease & motivation </li></ul><ul><li>“ Feel good” incentives </li></ul><ul><li>Interest in green tourism </li></ul><ul><ul><li>Consumers need more information </li></ul></ul><ul><li>Green skepticism </li></ul><ul><li>Believe “true greens” forfeit quality </li></ul>17 May 6, 2008
  18. 18. Positioning <ul><li>Recommended positioning for TGW: </li></ul><ul><ul><li>To “light greens” </li></ul></ul><ul><ul><li>TGW is the resource that enables them to easily bring their green values on WI getaways </li></ul></ul><ul><ul><li>Because it is easily accessible by Internet, offers consumers solutions to planning eco-friendly getaways, & directly connects them to the nearest WI green businesses </li></ul></ul>18 May 6, 2008
  19. 19. Positioning Rational <ul><li>Optimal positioning because: </li></ul><ul><ul><li>Target market interested in ecotourism </li></ul></ul><ul><ul><ul><li>Need information </li></ul></ul></ul><ul><ul><li>Internet as a research tool </li></ul></ul><ul><ul><li>Motivated to be green when: </li></ul></ul><ul><ul><ul><li>Easy </li></ul></ul></ul><ul><ul><ul><li>“ Feel good” </li></ul></ul></ul><ul><ul><ul><li>Lack of disincentives </li></ul></ul></ul>19 May 6, 2008
  20. 20. Marketing Campaign Strategies 20 May 6, 2008
  21. 21. Advertising Strategies <ul><li>Goals: awareness & education </li></ul><ul><li>Key messages </li></ul><ul><ul><li>TGW makes it easy to “be green” </li></ul></ul><ul><ul><li>TGW is legitimate </li></ul></ul><ul><li>Ads should: </li></ul><ul><ul><li>Always have the TGW logo </li></ul></ul><ul><ul><li>Drive target market to Web site </li></ul></ul>21 May 6, 2008
  22. 22. Advertising Strategies <ul><li>Tone </li></ul><ul><ul><li>Serious but engaging </li></ul></ul><ul><ul><li>Facts that the audience can digest </li></ul></ul><ul><li>Scope </li></ul><ul><ul><li>All of WI, Minneapolis/St. Paul, Chicago </li></ul></ul><ul><ul><li>Pulsing & fleeting strategy </li></ul></ul><ul><ul><li>TV ads to create awareness </li></ul></ul><ul><ul><li>Newspapers & magazines (ex. Midwest Living) </li></ul></ul>22 May 6, 2008
  23. 23. Advertising Recommendations <ul><li>Revamp Web site </li></ul><ul><ul><li>More consumer-oriented </li></ul></ul><ul><ul><li>“ Take a green vacation” button </li></ul></ul><ul><ul><li>Example: expedia.com </li></ul></ul><ul><li>Customer service </li></ul><ul><li>as a point of difference </li></ul><ul><ul><li>Interactive chats </li></ul></ul>23 May 6, 2008
  24. 24. PR Strategies <ul><li>Goals </li></ul><ul><ul><li>Low cost yet effective measures </li></ul></ul><ul><ul><li>Awareness & education </li></ul></ul><ul><li>Press release template </li></ul><ul><ul><li>Keep this, but reshape use </li></ul></ul>24 May 6, 2008
  25. 25. PR Recommendations <ul><li>TGW Business of the Year </li></ul><ul><ul><li>Annual award </li></ul></ul><ul><li>Golf Course kits - stickers, tees </li></ul><ul><li>“ Piggy-backing” </li></ul><ul><ul><li>Approved businesses feature TGW logo & URL in their ads </li></ul></ul><ul><li>Opinion leaders </li></ul><ul><ul><li>Prominent organization leaders (Sierra Club) </li></ul></ul><ul><ul><li>Press kits with recycled materials </li></ul></ul>25 May 6, 2008
  26. 26. Implementation Timeline 26 May 6, 2008
  27. 27. Conclusion <ul><li>Travel Green Wisconsin’s mission: </li></ul><ul><li>Protect the beauty & vitality of Wisconsin’s landscape & natural resources </li></ul><ul><li>Educate travelers to Wisconsin about sustainable tourism practices </li></ul>27 May 6, 2008
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