Knacktive Planbook

2
TABLE OF
CONTENTS
OVERVIEW
GOALS
SWOT
RESEARCH
STRATEGY
SUSTAINABILITY
BRANDING
LOGO
WEBSITE
WEBSITE
SEO
SOCIAL MEDIA
TACTICS SOCIAL MEDIA
TACTICS CONTENT MEDIA
ADS
BROCHURES
TACTICS ADS
TACTICS TRAVEL PACKAGES
BUDGET
ELEVATOR PITCH
CONCLUSION
MEET OUR TEAM
SOURCES
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4
6
11
18
20
23
26
28
35
37
40
44
50
54
58
62
66
68
72
74
76
78

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We mean it when we say “It’s in our nature.” Spanning across the community, nature,
and various businesses, Maryville is a city that offers a sustainable experience. Our city
understands the importance of being eco-conscious and the greater quality that comes with
it. Come explore and see for yourself!
OVERVIEW

5
To target the captive audience and raise awareness to visitors and others of the many activities
and venues that Maryville has to offer. We want to convince them to stay longer and return to
visit Mozingo and local restaurants and businesses.
Goal
Objectives
To increase the number of visitors by 10 percent and to increase the average
time spent by visitors in Maryville by an extra day in the next 2 years.
To unify the individual groups listed below and create a single brand for
Maryville:
Mozingo Lake Recreation Park
Mozingo Conference Center and Hotel
Hughes Fieldhouse
Local Businesses & Restaurants
GOALS & OBJECTIVES

7
S
STRENGTHS
Blank slate: Maryville Tourism Committee is brand new so the marketing
opportunities are endless.
Location: Maryville delivers an escape from the city life so if marketed
correctly, the location is exactly what a tourist would visit for.
Safe town: According to the National Council for Home Safety and
Security, Maryville ranked the ninth safest city in Missouri for 2019
(Adamson, 2019).
Amenities: The Mozingo Lake Recreation Park is improving everyday with
the addition of the new conference center, hotel, restaurant, state-of-the-
art golf courses in Missouri and more. The Hughes Fieldhouse is also a new
potential driver of tourism.
Maryville has a sense of unity through tradition and other local aspects.

8
W
WEAKNESS
Remote: The main attraction (Mozingo) is far from
downtown so it can be too remote for some.
Limited public transportation.
No hotels located near downtown.
Vacant buildings.
A lot of fast food: Mcdonalds, Burger King, Sonic,
Dairy Queen, KFC, and Taco Bell.
Limited shopping: Maryville lacks retail places
for shopping, which eliminates something a lot of
tourists like to do.
Rush hour: Maryville only has one main and central
street so there is lots of congestion and traffic
during business rush hour times.

9
O
OPPORTUNITIES
Northwest and Mozingo bring people in
Expansion
Sponsorship
Abbey & Convent
Hughes Fieldhouse

10
T
THREATS
St. Joseph: St. Joseph is bigger city with more strengths
so visitors can easily choose staying in a town with
more restaurants, more shopping options, a lot more
activities, etc.
Weather: Maryville has such extreme winters that it
damages roads, as well as makes a problem for visitors
Conference centers close to Maryville

12
RESEARCH
In addition to the secondary research,
primary research was conducted by creating a
survey with factors related to travel, tourism
preferences and tendencies. We asked
questions to uncover what people thought
of Maryville specifically and the parts they
enjoyed. The survey was sent to over 20,000
repicients which was a combination of
Northwest Alumni and university friends and
family. Overall a majority of people who had
been in Maryville before would recommend
it to others and would like to come back to
visit again. The main issue people had with
Maryville was that many people were unaware
of what there was to do in Maryville. People
also noted how progressive the town was.

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RESEARCH
“Small, quiet community with so many hidden and unknown
resources.”
“Small, peaceful and progressive community.”
“A progressive community with cultural and historical interests.”
“I think Maryville has a lot to offer, they are progressive.”
“Check out a progressive community.”
“Relaxation, history and food.”
“The community and campus are both beautiful”
“Mozingo is incredibly gorgeous.”
“College town, Bearcats, small town, day trip.”
“A city with just the right amount of activities for
everyone.”
“A wholesome midwestern town with a college flair.”
“I really enjoyed my time there. If I could, I probably would
never have left Maryville.”
“Friends, football, good food & fellowship.”
“Great town! Charming and lots to offer.”
“A small town, welcoming environment, relaxed, and
pleasant place to visit.”

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RESEARCH
“Safe bike trails or routes to and from
nature.”
“Nature, small town food places,
shopping.”
“Nature trail.”
“Miniature golf course.”
“Is there a movie theater there? If not,
that would be nice. If so, advertising that
may be a good thing. Is there a dog park?
Is there frisbee golf somewhere?”
“Airbnb.”

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STRATEGY
Sporting events
Maryville High School football, Northwest football, track meets, etc.
Mozingo events
Golf Tournaments, Fishing Tournaments, Weddings, Scout Camps,
Equestrian competitions.
High school events
The University hosts various high school camps every year. There are also
assorted visit days and students constantly touring.
University events
Homecoming weekend, Family weekend, Graduation, Greek Mom & Dad days,
SOAR, Move-in day, Dance Company Show.
Target market
Eco-conscious visitors
People who have been exposed to Maryville but have not fully
experienced it yet

21
Y
SUSTAINABILITY
Suggest that the Boulders Inn and Suites hotel start asking guests to opt out of having
their towels/sheets washed every night in exchange for a type of rewards program
Create a punch card type of rewards program that does not expire so it encourages tourists
to want to come back and use their rewards
Rewards could be discounts to local entertainment places in town or coupons
to local food establishments
Mozingo Lake Recreation Park buying their own kayaks and canoes to rent out to people
Stop using the ones Northwest provides since it is not being utilized
and buy own equipment
Provides a recreational activity that is eco-friendly and does no harm to Mozingo Lake

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SUSTAINABILITY
Place a station at Beale Park, the proposed park on 3rd and Main Street and
new South Main trial system.
Develop multiple bicycle renting stations throughout Maryville
Provides a more sustainable way of transportation and a fun experience
to sight see
Supplying recycling receptacles next to trash units throughout the city
Based off the ones found on Northwest campus, providing an easy way to
recycle for visitors in town
2222

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TACTICS
CREATE A LOGO
AND SLOGAN

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CREATE A LOGO AND SLOGAN
Maryville Tourism needs a logo and a slogan that
encompasses its mission and values
Slogan: “It’s In Our Nature”
Theme: Nature, Sustainability, Recreation
Maryville has natural, priceless beauty
According to the 2018 Sustainable Travel Report by Booking.com,
60% of travelers are inspired by natural sights
54% of travelers are inspired by the visible impact of sustainable travel
Low cost
“Maximizing adventure, minimizing harm”
Family, local, small-town feel
53% of travelers are inspired by local aspects (Travel Agent Central, 2018).

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BRANDING
While creating the branding for Maryville Tourism, the focus was on a clean and simple design style.
Maryville Tourism is representing the town of Maryville, and having too bold of designs could cause
only one target audience to be able to relate. By sticking with this clean and simple design style,
any target audience will be able to relate and enjoy it. It is all about telling a story and part of the
story that needs to be told is that Maryville is a place for everyone.
When it came to colors, the green theme was kept since that is found throughout the town, while
also bringing in blues and greys. This was done to give Maryville Tourism its own identity, separate
from the college so that it will still stand out.
By using a classic typeface along with a modern typeface, the brand brings together the traditional
aspect of Maryville with the progressive side. The brand incorporates an actual part of Maryville
with colors that are familiar to the rest of the community.

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BRANDING
Online Lime
15-0343 TPX
Hexcode: #4B8740
Directoire Blue
18-4244 TPG
Hexcode: #0067AD
Goblin Blue
18-4011 TPG
Hexcode: #5B6F74

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Modified logos for printing purposes
T-shirts
Cups
Merchandise
BRANDING

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EVENTS CALENDAR
Maryville needs an organized place to let people know what’s happening in town
Create a community event calendar
Later down the timeline: Host more events such as workshops, art/merchant fair (First Fridays),
golf camps, youth camps, wine tours, etc.
Include university (public permitting) events, events at Mozingo, movies showing at the
Hangar, specials at the restaurants/small businesses

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CREATE A WEBSITE
Maryville Tourism needs a place for information
on what it has to offer
Include navigation pages for Food/Drinks, Things to Do, Where to
Shop, Places to Stay, etc.
Informative and user friendly
Provides a place for users to go from social platforms
Beneficial for returning Maryville visitors
Resource that they can refer to at anytime to see what events
are happening
31

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WEBSITE
The website will focus on local places with
Maryville and what is unique to our area. The
website is a clean layout that is user friendly.

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SEO
Having good Search Engine Optimization (SEO) practices on a website is important not only because they
can help your rankings in various search engines, but they can improve the user experience and usability of the
site.
Performing keyword research is a big part of SEO and we did this to decide what main terms Maryville Tourism
should focus their SEO efforts on.
The primary keyword for this site is “Maryville MO.” The secondary keywords all tag onto the end of the
primary keyword. Since all of these phrases already have search volume and low competition scores, Maryville
should focus on ranking for the phrases mentioned in Table 1.
Primary Keyword
Secondary Keyword
Secondary Keyword
Secondary Keyword
Secondary Keyword
Maryville MO
- restaurants
- hotel
- things to do
- events
9,900
880
260
20
20
.08
.00
.44
.07
.05
Competiton (0.0 -1.0)Total Search Volume
(per month)
PhrasePrimary/Secondary

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Table 1 - Keywords for Visit Maryville
Below is an example of how Visit Maryville’s home page would appear on a Search Engine Results
Page, such as Google. We integrated the primary and some of the secondary keywords into the
title and description, which preview what content is on the page.
SEO
40

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SOCIAL MEDIA CONTENT
Create profiles on main social media platforms
Facebook: @VisitMaryville
Social sharing site where users can post comments, pictures,
share relevant content, links, news and more
Offers place for visitors to leave reviews
Business Features
Promoted posts/ads - cost effective
Facebook events - for easy sharing and exposure of
community events
Who is on Facebook?
Everyone
1.47 billion log in daily
66 percent of monthly Facebook users use it daily
68 percent of adult social media users on Facebook (Hootsuite, 2018)

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Twitter: @TourMaryville
Social networking site, where users can interact with followers
with posts called “tweets”
Tweets have a character limit of 280 for instant, to-the-point information
Hashtags are encouraged - keeps all information in one place
Retweets make content sharing easy
Who is on Twitter?
326 million people use Twitter every month
46 percent of American Twitter users visit the site at least
once a day (Hootsuite, 2018).

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Instagram: @maryvilletourism
35% of all US adults use Instagram
Who is on Instagram?
1 billion monthly active users
500 million daily active users
Instagram stories: 400 million daily active users (Hootsuite, 2018).
Instagram stories - videos or photos that disappear in 24 hours
Facebook-owned photo sharing app
Features:

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ESTABLISH SOCIAL MEDIA
PRESENCE
Create social media content that promotes
Maryville amenities
#ShowMeMaryville Photo Challenge Campaign
Locals post pictures with their favorite places around the city
For example, taking a picture with the mural on Market Street
Use hashtag to organize user-generated content
#ShowMeMaryville
Showcases Maryville from local point of view and makes tourists inclined to
join in or visit the places they saw online
It combines Maryville with Missouri’s nickname The Show Me State

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ESTABLISH SOCIAL MEDIA
PRESENCE
Offers a creative way to show and give more information about the places around Maryville
Maryville Travel Blog
Monthly blog posted on the tourism website
Shareable on social media to drive traffic to the website
“10 Ways to be Eco-Friendly while on Vacation”
“Top 5 Things to do before you leave Maryville
Makes tourists inclined to research more about what they saw/read
Examples: #ShowMeMaryville, #YourMaryville, #ChooseMaryville
Hashtags
Create hashtags for specific purposes across platforms
Visitors can use hashtags when posting about Maryville
When clicked, hashtags compile all posts, photos, etc that used that hashtag
4646

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SOCIAL MEDIA
As an added bonus, all pictures tagged with thehashtag are
featured on the Maryville Tourism website. It helps drive traffic to
the website and gives people the incentive to take the challenge.
The #ShowMeMaryville Photo Challenge is a campaign aimed
to generate user-created content and tell the story of Maryville
through the pictures of the locals.
The hashtag incorporates Maryville into the name, “Show Me
State”. It provides a way to display the city in a personal way and
encourage visitors to see those places and join in.

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SOCIAL MEDIA
Facebook #ShowMeMaryville
Photo Challenge mockup
Instagram #ShowMeMaryville
Twitter #ShowMeMaryville
5050

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CONTENT MANAGEMENT
Hootsuite
Trello
Manage content and review analytics with content
management & analytics tools
Social media dashboard to upload and manage content across all platforms
Trello is an online list-making site that makes it possible to keep things on
track and organized
Set up in a dashboard style with easy to use labels like dates, times and
other important information
Cost: The free plan is perfect for individuals who want to start managing multiple
networks, schedule content, and engage with their audience all in one place
Cost: Free plan has all of the tools needed for your content

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CONTENT MANAGEMENT
Hootsuite

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CONTENT MANAGEMENT
Students are always looking for internships, especially locally, for students
that can’t travel for an internship
Social Media Intern
Content creation and management
Update content calendar
Responsibilities
Using analytics to build followers and maintaining a relationship with
them

57
ADS
Cleanandsimpledesign
showcasingthebeautyof
Maryville
These ads will be featured on
tourism, hotels, hunting and
fishing websites.

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ADS
These Geofilters will be
used on Snapchat.

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BROCHURES
These brochures can be uploaded to the Maryville tourism website and
shown at the end of reservation hotel checkout
Handed out at university events
Be included in the freshmen acceptance packages

65
ADVERTISING
Banner ads
Mobile video ads that appear full screen and vertical on Snapchat (social media
platform) and last for a maximum of 10 seconds
Ads appear among Snapchat user stories and looks like organic content
You can even link websites at the bottom where users can swipe up and go to
whatever is linked (i.e. Maryville Tourism website)
The swipe-up rate for Snap ads is 5X higher than the average click-through
rate for other comparable social platforms
Snapchat promoted snaps
Cost: Around $3,000 a month per 30 day run
To be put on travel websites, state of Missouri website, fishing websites, golf
websites, boating websites
Snapchat ads

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ADVERTISING
Snapchat has nearly 200 million daily users, watching 10 billion videos per day
Brochures
Geofilter
Cost anywhere from $5-50 depending on the time frame
Ex. Bearcat football games, Golf tournaments, Fishing tournaments will make the
price for that day go up (More people to use it)
Why Snapchat?
Printed Brochures
Even with access to travel information online, people still value a traditional
printed brochure
Seven out of 10 tourists and visitors pick-up brochures at their travel destination
95% of visitors had their travel plans influenced by information from a brochure
83% plan to visit a business or attraction highlighted in a brochure, map or travel guide

67
ADVERTISING
University to send to prospective students when they are accepted. They can see what
there is in Maryville before/while they are going to school here.
e-Brochure
Include at the end of hotel reservation checkout to show the things that Maryville has to
offer while you’re staying at the hotel
Advertising “gems” and local businesses at larger more well-known events such as sporting
events or conferences at Mozingo
Group marketing
Promoting other events and places in Maryville at events that are already happening
Ex. Maryville Tourism logo on Northwest athletic tickets
(PDF) of Northwest sponsorship package

69
ACTIVITIES
Keep all prices in one, organized place
Stop using the ones Northwest provides since it is not being utilized
and buy own equipment
Provides a recreational activity that is eco-friendly and does no harm
to Mozingo Lake
Include discounts and coupons for dinner, drinks, golfing, sporting events, and hotels
Mozingo Lake Recreation Park buying their own kayaks and canoes to rent
out to people
Eat. Sleep. Play.
Mozingo stays (golf, hotel or cabin, and William Coy)
Have restaurants and average cost per meal

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ACTIVITIES
Provides a more sustainable way of transportation and a fun experience to sight see
Place a station in the new pocket park, beale park, and to the new trail project
Develop multiple bicycle renting stations throughout Maryville
7070

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BUDGET: ADVERTISING
Twitter:
Bidding for ads
.40-$4 per ad
Promoted tweets are calculated by cost per follower (CPF). The average cost per confirmed follower
is $2.50-$4.00. This means that you will pay $2.50-$4.00 for every follower that you have that the
tweet will be promoted to.
Facebook:
Advertising cost around $7.19 (CPM) per thousand clicks
Snapchat:
Promoted snaps $3,000 for 30 day run
Geo filter anywhere from $5-50 a day (depending on population/how many people use it)
Brochure:
Quantity 1000, $167.49, 8.5” x 11”, Standard Glossy
Group Marketing:
Northwest Athletics sponsorship package ($5,000 package is recommended)
Signage in Bearcat Stadium (33” x 69”)
Rotating score table signage in Bearcat Arena
Tickets to Bearcat football and basketball (6 football and 4 basketball)
Video board ad during football games
Half page color advertisement in football game program
All-Conference level membership into Bearcat Booster

73
BUDGET: TACTICS
Kayaks
Dick’s Sporting Goods: Kayak with paddle estimated cost is $280 +tax.
For 3 kayaks with paddles the estimated cost is $840 +tax.
REI: Kayak with paddle estimated cost is $250 +tax.
For 3 kayaks with paddles the estimated cost is $750 +tax.
Canoes
Dick’s Sporting Goods: 3 person canoe estimated cost is $400 +tax.
Paddle estimated cost is $40 +tax.
Canoe + paddle = $440 +tax.
REI: 1 person canoe estimated cost is $700 +tax.
Paddle estimated cost is $30 +tax.
Canoe + paddle = $730 +tax.
Bikes
One bike costs a little over $1,200.
A 15-dock station costs $38,660.
15 bikes = $18,000.
15 bikes + docking station = $56,660.

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Website
$240 a year ($20 per month).
Domain
$12 per year.
BUDGET: WEBSITE
7474

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ELEVATOR PITCH
Maryville is a city that values being eco-conscious and providing a sustainable experience
to its visitors. Hi, I am _____ and I am a representative of the Maryville Board of Tourism
Committee and our modernized facilities. We believe that taking a green approach would
be beneficial for you when thinking about hosting your next event or meeting in Maryville.
We recognize that sustainability offers finer quality to the experience of visiting Maryville
while caring for the environment. We have held a variety of events at the different venue
locations in Maryville that offers environmentally friendly accommodations at a reasonable
cost. It is advantageous for companies to use more sustainable routes because it lessens its
environmental footprint and is more cost efficient. If you are interested in learning more
about booking one of the venues in Maryville, I would love to set up a meeting with you in
the next week so we can discuss dates and package plans.
7676

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Maryville is a forward-thinking city
Shapes the way for the future
Key attribute that attracts specific target market
A sustainable approach allows for a unique experience for visitors
Provides an authentic look at the surrounding environment
Preserves the natural qualities of Maryville
Rise in social and economic development
Implementing these strategic efforts will increase awareness and traffic
CONCLUSION
7878

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TEAM
Joseph Funkhouser
Madison Mead Alexandria Garcia Taylor Johnson Kathy Nguyen
Paige Brotherton Jocelyn Contreras Nathan Galbraith
Media Manager
Graphic Designer Multiplatform Content
Creator
Digital Manager Art Director
Project Manager Public Relations
Manager
Marketing Strategist
8080

82
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83
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SOURCES

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