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.