Breathitt County Small BusinessDigital Marketing Case Studies: EPG    Exploration into integrating traditional and online ...
Small Rural Appalachian Community               Economic Development (CED)Traditional ED Strategy / Tool                Di...
EPG Small Rural Appalachian Community        Economic Development ModelTraditional ED Strategy / Tool    Direct, Short-ter...
23M Small Businesses in the USA• 90 percent of the businesses in the Commonwealth  have fewer than 50 employees.• In 2008,...
EPG Service Area 2010 County Business   Patterns – Total Establishments           Madison     1,559           Breathitt   ...
“Uneven Ground”UK Professor ofHistory: Ronald Eller                               www.google.com/images
…growing popularity of ecotourism andheritage tourism…contained the potential forbuilding an alternative economy, one that...
Key Question   Can Social Media be a tool todevelop an alternative economy in    Appalachian communities?
Case 1  They asked us to expand thetraditional definition of tourism.
Berea, Kentucky -500 Cultural Assets
Case 2They asked us to find out howtravelers navigate the region?
Case 3They asked us how much travelers      spend and on what?
Research Team
Total Expenditures for the 4,000Out-of-Towners Knott County Trail             Riders Items                             Exp...
Case 4They asked us what can we do to    keep them here longer?
Along comecell phones
Cultural Heritage Cell Phone Tour
Case 5They told us
Small Rural Town Program   Rural Populations       1,602          357          175       1,764          747        1,081
We traveled and we interviewed    small business owners.
Small Business Using Social Media in           North Carolina        The Blue Ridge Soap Shed
Case 6We listened
….”achieving Certification as an Entrepreneurial    County, recognized the commitment toencourage and support entrepreneur...
Peer to Peer KRADD Workshops
Case 7Online Advertising for small        businesses
Average Time Spent: 5.4 Hours/Month          38.1%                                                     32.5% 30.1%        ...
The Facebook User: 5 More   Hours on Site per month           Facebook                                                   7...
Case 8Social Media in the KRADD
We observed and we listened to the KRADD business owners,  attraction and destination           operators
They useFacebook
Google Search   Website
Case 7Summer 2011 - We organized 7KRADD Social Media Workshops
We designed Digital Yellow Pages           Workshops• Digital Yellow Pages = Review sites, search engines and social  medi...
We designed Company (notpersonal) Facebook pages
Case Study: The Courthouse Cafe
Summer 2012 - We researched    Kentucky Tourism
Kentucky Visitor Profile StudyDaniel Boone Country Region    September 2010 – August 2011 Visitors                 Prepare...
3rd largest industry in Kentucky, Tourism is theproviding $3.3 billion in salaries annually This is despite  only 34%     ...
The tourism and travel industry contributed  nearly   $11.7 billion to Kentucky’s economy     in 2011.—an increase of   3....
Key FactsVisitors come to Daniel Boone Country Region•It is peaceful/relaxing (81%),• It is a safe destination (74%),•   T...
The Daniel Boone Country VisitorAverage Income   : $68,560Average Age: 50.8Average Travel   Group Size: 369% short pleasur...
ImagineHow would you spend 36 hours in     the KRADD region?
"The traveler/tourist persona profile gives you a chance to truly   empathize with target marketsegments, stepping out of ...
36 Hours in theKRADD Region
Online consumer recommendations are the second most trusted source of brand         advertising, second only to“recommenda...
34 Personas
1. Traveler and Tourist Personas
Meet the Weston’s
Lifestyle
Limitations
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Breathitt County KY Small Business Digital Marketing Case Studies: EPG Exploration into Integrating Traditional and Online...
Breathitt County KY Small Business Digital Marketing Case Studies: EPG Exploration into Integrating Traditional and Online...
Breathitt County KY Small Business Digital Marketing Case Studies: EPG Exploration into Integrating Traditional and Online...
Breathitt County KY Small Business Digital Marketing Case Studies: EPG Exploration into Integrating Traditional and Online...
Breathitt County KY Small Business Digital Marketing Case Studies: EPG Exploration into Integrating Traditional and Online...
Breathitt County KY Small Business Digital Marketing Case Studies: EPG Exploration into Integrating Traditional and Online...
Breathitt County KY Small Business Digital Marketing Case Studies: EPG Exploration into Integrating Traditional and Online...
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Breathitt County KY Small Business Digital Marketing Case Studies: EPG Exploration into Integrating Traditional and Online Marketing 11.2012

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This presentation before the Breathitt County civic leadership illustrates the value of small business digital marketing through a number of case studies executed over a five year period in the Kentucky River Area Development District (KRADD). The final case studies were developed after faculty and student travels and observations of the HandMade in America trails in Western North Carolina to advance travel and tourism through a series of “persona travelers” based on Kentucky tourism research of how and where to spend 36 hours in the KRADD region.

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Breathitt County KY Small Business Digital Marketing Case Studies: EPG Exploration into Integrating Traditional and Online Marketing 11.2012

  1. 1. Breathitt County Small BusinessDigital Marketing Case Studies: EPG Exploration into integrating traditional and online marketing Peter H. Hackbert Entrepreneurship for the Public Good Program Berea College, Berea KY Jackson Kiwanis Club November 20, 2012
  2. 2. Small Rural Appalachian Community Economic Development (CED)Traditional ED Strategy / Tool Direct, Short-term • Industrial development Economic • Business retention / expansion Outcomes • Workforce development • jobs • Tourism • firms Economic Development • prosperity • wealth ApproachesAlternative ED Strategy / Tool • Entrepreneurship 1. Recruit firms from the outside • Downtown development 2. Strengthen/expand existing firms • Arts / Creative economy 3. Promote development of new firms • Cluster-based development Other • Residential development Outcomes • social • civic • environmentalCD Capacity Building Strategy /Tool Indirect, Long-term • Transportation • Broadband / Internet / Social Media • ED finance • Philanthropy • Strategic planning • Leadership development • Organizational development
  3. 3. EPG Small Rural Appalachian Community Economic Development ModelTraditional ED Strategy / Tool Direct, Short-term Economic • Tourism Outcomes • jobs Economic Development • firms Approaches eAlternative ED Strategy / Tool 1. Strengthen/expand • Entrepreneurship economy existing firms • Cluster-based development • Local Living Economies 2. Promote new firms Other • Residential development Outcomes • social / civicCD Capacity Building Strategy / • environmentalTool Indirect, Long-term • Transportation • Broadband / Internet / Social Media
  4. 4. 23M Small Businesses in the USA• 90 percent of the businesses in the Commonwealth have fewer than 50 employees.• In 2008, small businesses totaled 339,747 .• 69,175 were employers, and they accounted for 49.2% of private-sector jobs in the state.• Small firms (less than 500 employees or no employees) made up 96.7% of the state’s employers.
  5. 5. EPG Service Area 2010 County Business Patterns – Total Establishments Madison 1,559 Breathitt 211 Lee 98 Leslie 113 Letcher 702 Knott 189 Owsley 44 Perry 702 Wolf 84
  6. 6. “Uneven Ground”UK Professor ofHistory: Ronald Eller www.google.com/images
  7. 7. …growing popularity of ecotourism andheritage tourism…contained the potential forbuilding an alternative economy, one thatpromised greater monetary returns for localresidents, the preservation of rural traditions,and the protection of sensitive naturalresources. - Ronald D. Eller, Uneven Ground, The University of Kentucky Press, 2008: 256.
  8. 8. Key Question Can Social Media be a tool todevelop an alternative economy in Appalachian communities?
  9. 9. Case 1 They asked us to expand thetraditional definition of tourism.
  10. 10. Berea, Kentucky -500 Cultural Assets
  11. 11. Case 2They asked us to find out howtravelers navigate the region?
  12. 12. Case 3They asked us how much travelers spend and on what?
  13. 13. Research Team
  14. 14. Total Expenditures for the 4,000Out-of-Towners Knott County Trail Riders Items Expenditures Entrance fees $19,492 Food and Beverage 162,435 Retail Shops 207,916 Private Auto and Other Expenses 259,896 Total $649,740
  15. 15. Case 4They asked us what can we do to keep them here longer?
  16. 16. Along comecell phones
  17. 17. Cultural Heritage Cell Phone Tour
  18. 18. Case 5They told us
  19. 19. Small Rural Town Program Rural Populations 1,602 357 175 1,764 747 1,081
  20. 20. We traveled and we interviewed small business owners.
  21. 21. Small Business Using Social Media in North Carolina The Blue Ridge Soap Shed
  22. 22. Case 6We listened
  23. 23. ….”achieving Certification as an Entrepreneurial County, recognized the commitment toencourage and support entrepreneurship while improving the business climate for existing companies. ."
  24. 24. Peer to Peer KRADD Workshops
  25. 25. Case 7Online Advertising for small businesses
  26. 26. Average Time Spent: 5.4 Hours/Month 38.1% 32.5% 30.1% 21.4% 18.1% 16.5% 12.8% 11.2% 10.2% 9.1% Europe N. America Asia-Pacific Latin America Mid East-Africa Share of visitors Share of minutesThe Social Media Data Stacks 30
  27. 27. The Facebook User: 5 More Hours on Site per month Facebook 7:46 AOL Media 2:53 Yahoo 2:12 Google 1:48MSN/Windows Live/Bing 1:44 YouTube 1:41 Wikipedia 1:18 Apple 1:06 Microsoft 0:45 Amazon 0:31 Source: HubSpot (2011) The Social Media Data Stacks 31
  28. 28. Case 8Social Media in the KRADD
  29. 29. We observed and we listened to the KRADD business owners, attraction and destination operators
  30. 30. They useFacebook
  31. 31. Google Search Website
  32. 32. Case 7Summer 2011 - We organized 7KRADD Social Media Workshops
  33. 33. We designed Digital Yellow Pages Workshops• Digital Yellow Pages = Review sites, search engines and social media – Ex.: Facebook, Google places, Yelp, Trip Advisor
  34. 34. We designed Company (notpersonal) Facebook pages
  35. 35. Case Study: The Courthouse Cafe
  36. 36. Summer 2012 - We researched Kentucky Tourism
  37. 37. Kentucky Visitor Profile StudyDaniel Boone Country Region September 2010 – August 2011 Visitors Prepared for: The Commonwealth of Kentucky Department of Travel and Tourism Prepared by:
  38. 38. 3rd largest industry in Kentucky, Tourism is theproviding $3.3 billion in salaries annually This is despite only 34% of first-time Kentuckyvisitors actually recalling seeing any advertisements or promotions for Kentucky prior to their visit.
  39. 39. The tourism and travel industry contributed nearly $11.7 billion to Kentucky’s economy in 2011.—an increase of 3.0 percentIn the Daniel Boone Region, where the KRADD is located, there was a 1.6% increase
  40. 40. Key FactsVisitors come to Daniel Boone Country Region•It is peaceful/relaxing (81%),• It is a safe destination (74%),• There is plenty to see and do (72%),• It is a good value for the money (71%)• The clean unspoiled environment (72%)
  41. 41. The Daniel Boone Country VisitorAverage Income : $68,560Average Age: 50.8Average Travel Group Size: 369% short pleasure trip53% use internetRecommend their visit to others: 96%
  42. 42. ImagineHow would you spend 36 hours in the KRADD region?
  43. 43. "The traveler/tourist persona profile gives you a chance to truly empathize with target marketsegments, stepping out of the roleas someone who wants to promote a product and see, through your travelers eyes…” Peter H. Hackbert
  44. 44. 36 Hours in theKRADD Region
  45. 45. 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, 2012
  46. 46. 34 Personas
  47. 47. 1. Traveler and Tourist Personas
  48. 48. Meet the Weston’s
  49. 49. Lifestyle
  50. 50. Limitations
  51. 51. ERROR: stackunderflowOFFENDING COMMAND: ~STACK:

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