How can Sustainable Travel International and Travel Oregon use push marketing to increase lodging partner participation in the Oregon Travel Philanthropy Fund (OTPF)? The answer lies with Tip O'Neill's famous quote: "All Politics Is Local."

1. Oregon Travel Philanthropy Fund
Kevin Brett | Matthijs Reinders | Nate Erickson
“All Politics is Local”
- House Speaker Tip O’Neill

2. OTPF Situation Analysis
 Only 4 Philanthropy Fund Participants
 Heathman Hotel, Portland
 Jupiter Hotel, Portland
 Geiser Grand Hotel, Baker City
 Double Diamond Lodge, Oakridge
 Target 35-50 Additional Properties

3. Capstone Objectives
 9x-12x increase in OTPF Membership
 Raise Stakeholder Awareness
 Recruit Regional and Local Fund Champions
 Local Projects, Local Lodging Properties
 Establish a Quantitative Baseline for Marketing

4. Capstone Activities
 “All Politics is Local” Marketing Campaign
 Unique Communication Strategy for 7 Regions
 “Push Marketing” Approach
 100 High Potential Properties
 Internet Survey

5. Capstone Tactics
 Tie End Projects to OTPF Development Activities
 Target Key Lodging Owners/Executives
 Deliverables Directed to Owners with “Champion” Letter
 Conduct Specialized Outreach to Industry Marketing Reps
 Enhance Use of Social Media for Thought Leadership

6. 7 Projects, 7 Regions
1) Sustainable Seafood Initiative, Coast: 0 Hotels
Friends of Haystack Rock, Coast: 0 Hotels
2) Friend of Trees, I-205, Portland: 2 Hotels
3) Willamette Food and Farm, Valley: 1 Hotel
4) Rogue River Greenway, S. Oregon: 0 Hotels
5) Deschutes Restoration; C. Oregon: 0 Hotels
Trout Unlimited; C. Oregon: 0 Hotels
6) Friends of Columbia Gorge: Columbia: 0 Hotels
7) NE Oregon Economic Development: E. Oregon: 1 Hotel

7. 7 Letters, 7 Targets
1) Friends of Haystack Rock, Sustainable Seafood Initiative;
Salishan Spa & Golf Resort
2) Friend of Trees; The Benson
3) Willamette Food and Farm; Valley River Inn
4) Rogue River Greenway; Ashland Springs Hotel
5) Trout Unlimited, Deschutes Restoration; Lara House B&B
6) Friends of Columbia Gorge; Three Sleeps Vineyard B&B
7) NE Oregon Economic Development: Wallowa Lake Camp
& Retreat Center

8.  Window Stickers for Hotels, Motels, Resorts
 Oregon Travel Philanthropy Fund Posters
 Rack Cards for Lobby and Rooms
 Table Tents for Front Desks
 Bedside Cards
 Web Copy and Photos
Capstone “Push Marketing”

9. Capstone Next Steps
 Identify First 100 Properties
 Identify Media, Trade Organizations and RDMOs, and
Develop Appropriate Messaging
 Complete Quantitative Research
 Create Unique Strategy for Indian Casino and Resort
Outreach

10. First 100 Lodging Targets
High-Profile Regional
B&B’s in Resort Areas
Properties in Environmentally-Sensitive Areas
Eight Casino/Resort Properties

11. Indian Casinos and Resorts
 Chinook Winds, Lincoln City
 Kah-Nee-Ta High Desert Resort, Warm Springs
 Kla-Mo-Ya Casino Resort, Chiloquin
 The Mill Casino and Hotel, Coos Bay
 Seven Feathers Hotel & Casino Resort, Canyonville
 Spirit Mountain Casino, Grand Ronde
 Three Rivers Casino and Hotel, Florence
 Wildhorse Resort and Casino, Pendleton

12. Quantitative Research
 Conduct 10-12 Question Survey to Measure and Serve as
Baseline for Attitudes Toward OTPF
 Use Answers for Future Marketing, Promotion and Brand
Building
 Employ Oregon Qualtrics

13. Top Priority
 Red Lion Jantzen Beach is Hosting March 18-20 Oregon
Governor’s Tourism Conference
 The Red Lion Jantzen Beach Needs to be Announced as
New Participating Member of the Oregon Travel
Philanthropy Fund on Monday Morning, March 19

14. Capstone Takeaways
 9-12x increase in OTPF Membership
 ‘All Politics Is Local’ Push Marketing Campaign
 Tie regional projects with local properties
 Focus on 100 high-potential properties
 Establish a feedback loop
 Use Quantitative Analysis to Set Baseline