1-Castaway Creations-Proposal

No more obstacles...Finally
Cameron Ariola, Courtney Adair, Leigha Van
Sickle, Sarah Laborde, Shelby Wood
Castaway Creations

Table of Contents
Executive Summary...................................3
Strategic Summary Chart...........................4
Situation Analysis overview.......................5
Consumer Analysis....................................6
Competitive and Industry analysis............7
SWOT.........................................................8
Marketing and Creative Strategy……........9
Marketing objectives
Overall strategy
Key message
Creative strategy
Creative execution
Tactics …................................10
Media Plan.............................11
Media objectives
Strategy
Media Vehicles.......................12
Social Media Plan…………………13
Evaluation Plan.......................14
Appendices.............................15
A. Competitive Analysis..16
B. Creative Brief…………...17
C. Media Schedule………..18
D. Budget Breakdown.....19-20
E. Media Impressions……21-22
F. Return on Investment.23
G. Social Media Posts…….24
H. Direct Mail Card………..25
I. Public Relations Stunt...26
J. Survey Data…………..……27
K. Magazine Ads…………….28
L. Radio script…………………29
M. Television script…………30
N. Survey for consumers...31
O. References….................32

Executive Summary
Collette is a guided tour company that handles all the aspects of their
customers' vacations. They offer several types of guided tours in many locations
around the globe. However, certain issues keep them from becoming a leading
brand in the travel industry such as, lack of general awareness and a high rate of
cart abandonment. Main competitors are Trafalgar, Globus and Tauck.
This campaign is designed to increase awareness among Baby Boomers and
position Collette as the provider of trips Baby Boomers have been waiting to take.
Social media (Facebook, Instagram, Twitter and YouTube) will be used to increase
awareness and direct traffic to the Collette website. These pages will contain user
generated content, deals and promotions. Direct mail will be used to distribute
special promotions. Radio advertising will be heaviest in the top 5 cities for Baby
Boomers (St. Louis, Detroit, Boston, Pittsburgh, Orlando). TV advertising will be
emphasized on networks with a heavy Baby Boomer audience (History Channel,
A&E, ESPN, USA Network). A public relations stunt utilizing virtual reality goggles will
take place in different locations in the top 5 Baby Boomer cities. The event will
allow potential customers to experience the trip they have always wanted to take.
The behavioral objective is to increase the number of vacations booked by Baby
Boomers, if that is achieved the campaign will be considered successful.
3

Strategic Summary Chart
4
Insight: Strategy:
Baby Boomers are willing to spend money on a
quality trip that meets their needs and wants
(O’Donnell 2014).
Focus on the quality of Collette’s trips by
emphasizing Collette’s knowledgeable staff.
Baby Boomers respond better to digital marketing
when they receive deals and promotions
(O’Donnell 2010).
Digital advertising should include attractive
discounts, deals and promotions.
Baby Boomers typically only travel with a spouse
and most of their children are over 18 and out of
the house (O’Donnell 2010).
Place more emphasis on the adult atmosphere trips
and activities created for adult couples.
According to the findings in our survey, almost 50%
of Baby Boomers would be more likely to never use
a travel brand if they have bad reviews.
Collette will encourage customers to review their
services with post-booking questions and
incentives given by the good customer service
employees on the trip.

Situation Analysis
5
Overview:
Since 1918, Collette has provided guided tours and adventures for
consumers. They have five tour styles each offering a different way to
travel including Classic, Exploration, Faith, River Cruises, and Spotlight.
Collette is suffering from a lack of awareness and cart abandonment;
therefore, we will identify the aspects of an ideal travel experience and
analyze trends of the consumer to achieve the goal of driving leads and
converting leads to sales.
Our analysis of Collette’s past advertisements revealed that direct
mail, online marketing, social media, television, and partnerships have
been used to generate awareness. Their advertising campaigns
emphasized the experiences and relationships that are made when
travelling with Collette. For example, one past campaign used the hashtag
#mytravelmoment, and multiple short videos on Collette’s YouTube page
to show consumers’ favorite travel moment.

Consumer Analysis
Target Baby Boomers which have
the most spending power and
disposable income than other
generations (Mintel, 2010). Baby
Boomers are ages 52-70 years old in
2016. Baby Boomers have a median
household income ranging from $62,103
- $66,411, which exceeds the average
U.S. income (Mintel, 2014). Target the
older Boomers because they are more
likely to have children out of the house
and more disposable income. They are
willing to pay more for quality and they
have more time for vacation and
adventure, especially if they are retired
(Mintel, 2014). Target Baby Boomers
who have spent $1,000 or more on a
vacation within the last 12 months.
According to our survey (see
Appendix J), Baby Boomers seek
adventure, sightseeing, relaxation,
culture, and uniqueness in their travel
experiences. Effective ads will show
destinations focused on uniqueness,
culture, relaxation and sightseeing. They
receive the most direct mail marketing
of any other generation because they
are heavily influenced by marketing
tactics and promotions.
Our survey also shows that,
Baby Boomers do not use smartphones
to their full potential, so they are not
very receptive to digital direct
marketing. They respond better to
digital marketing when they receive
sales and promotions. This creates the
opportunity to reach Baby Boomers via
apps as long as the advertisements on
these contain attractive sales promotion
offers or deals.
6

Competitive and Industry
Analysis
Main Competitors:
Trafalgar – Mentioned in Travel Weekly
Globus – 2015 Reader's Choice Award Winner, mentioned in Travel Weekly
Tauck – Top rated cruise trips
For more detailed competitive analysis see Appendix A.
To compete with these companies Collette needs to:
Maintain a user-friendly website with ample information.
Utilize social media to increase reach to potential customers.
Stress quality trips that are perfect for Baby Boomers.
Use PR stunt to gain media attention.
Collette has the advantage of offering travel opportunities on all 7 continents. Baby boomers
are known to have diverse traveling goals so this strength appeals to them specifically. After
potential customers have seen Collette's social media ads, it will drive them to visit the
website, an easy-to-use online booking system, which will set the company apart from its
competitors.
7

Marketing and Creative Strategy and Execution
See creative brief on appendix B.
Marketing communication objectives:
To raise awareness to 50% of Baby Boomers who have spent $1,000 or more on a vacation within the
last 12 months through magazine, direct mail, social media, television and radio during 2017.
To increase number of vacations booked by Baby Boomers by 20% by the end of December 2017.
Strategy:
To appeal to Baby Boomers who seek adventure, new experiences and activities make for adults and
not children. Our strategy is to appeal to those who have been waiting for the getaway of their
dreams..
Key message: With Collette, you can finally take your dream vacation.
9

Tactics
Direct mail with promotion (see appendix H for post card).
Baby Boomers are more likely to respond to direct mail if there is an
incentive.
The incentive will be “Buy one trip and receive another half off.”
Advertise on top Country Music radio stations in the top 5 Baby
Boomer cities: St. Louis, Detroit, Boston, Pittsburgh, Orlando (Nielsen)
(see appendix L for script).
91% of adults 50+ listen to the radio each week (Nielsen).
Advertise on The History Channel, A&E, ESPN and USA Network.
Simmons data indicates these are most watched by the target. (see
appendix M for script).
Adults 50+ spend 47 hours a week watching TV (Nielsen).
Place advertisements in Vanity Fair, People and AARP magazines
(Simmons) (see appendix K for ads).
Paid and owned media via social media- Facebook, Instagram, Twitter
and YouTube (see appendix G for posts).
82.3% of Baby Boomers are on Facebook (Lockard 2016).
Create a PR stunt using virtual reality and send Baby Boomers on the
trip they imagine (see appendix I).
10

Media PlanObjective:
To achieve or excel a campaign with 300 GRPs calculated with a reach
of 60 and a frequency of 5 during 2017. *
Strategy:
Pulsing schedule with consistent advertising during the year and high
frequency during pre-vacation seasons (March and October).
Magazines, direct mail and television advertisements will be utilized
during these seasons to increase exposure. The heaviest advertising
will be in the top five Baby Boomer populated cities according to
Nielsen; Pittsburgh (28%), Orlando (28%), Detroit (27%), Boston (27%),
St. Louis (26%) (Their Generation). Older adults are more responsive to
television (Nielsen, 2016).
Use radio and social media consistently throughout the year. Country
music stations are the most popular with Baby Boomers (Nielsen,
2016). Baby Boomers are responsive to promotions and that will be
implemented within the direct mailing and social media (O’Donnell,
2014).
• * 76,400,000 Baby Boomers in the US. 35% have spent $1,000 or more on a vacation within the last 12 months (Mintel).
76,400,000 X 35% = 26,740,000. 26,740,000 X 50% = 13,370,000. Reach = 60. Frequency = 5. 60 X 5 = 300 GRPs. 13,370,000 X
3.0 = 40,110,000 Gross Impressions.
11

Media Vehicles
Direct Mail – Example on appendix H.
Send a postcard via mail with a promotion.
Postcard will be sent out once at the beginning
of March for trips in the summer.
Mailing list will come from infousa.com
Size 4” X 6”.
PR Stunt - Information on appendix I.
Virtual reality set up in top 5 Baby Boomer
cities during first two weeks of March.
Pitch to media and post videos on YouTube.
Traditional
RADIO (Country Stations) - see appendix L.
Run ads every Sunday and Monday on the
top country music station in St. Louis,
Orlando, Pittsburgh, Detroit and Boston, as
these are the top five cities Baby Boomers
live in. Advertise 4 ads each day, 2 days a
week. (Simmons)
:30 second advertisement during morning
drive and midday dayparts.
Traditional
TELEVISION - see appendix M.
Run :30 second spot during the first two weeks
of March and the first two weeks of October.
Advertise on the History Channel, the number
one channel watched by Baby Boomers
(Simmons).
Advertise on A&E, ESPN and USA Network
(Simmons).
Advertise once every Tuesday, Wednesday,
and Saturday during the channel’s highest
rated shows for each week.
MAGAZINE - see appendix K and E.
Advertise in the top 3 magazines read by Baby
Boomers- Vanity Fair, People, and AARP
(Simmons).
Place 2 ads in March- one ad in Vanity Fair and
one ad in AARP.
Place 1 ad in the October issue of People.
Media schedule – appendix C.
12

Social Media Plan
Copy and design will be consistent with creative strategy
and execution.
FACEBOOK
Post pictures from actual trips every
Sunday, Thursday, Friday and Saturday at 1
p.m. when traffic is heaviest.
Facebook version of the “book one trip
receive the next trip half off” coupon
promotion. Users will need to “like” and
“share” the photo about Collette’s
promotion in order to be placed in a
drawing.
Paid promoted posts with the same creative
strategy and execution as other ads.
82.3% of Baby Boomers are on
Facebook (Lockard 2016).
INSTAGRAM
Post more pictures customers took on
vacation (UGC) every Monday and Tuesday
from 8:00-9:00 p.m. when traffic is most
heavy.
Live stream the UGC onto the Collette
website as well.
69% of people find organic content
more trustworthy than advertisements
(Morrison 2015).
Paid Instagram posts similar to those for
Facebook.
TWITTER
Post deals and promotions exclusive for
followers in exchange for retweets. Owned
and promoted tweets.
Tweets that will inspire Baby Boomers to
act on the deal to go on their dream trip will
be supported through owned and paid
promoted tweets.
Post this content on Twitter every day
between 5:00-6:00 p.m. when traffic is most
heavy.
YOUTUBE
Paid :30 second skippable videos – same as
the 30 second spot and repurposed videos
from the PR stunt.
Both the commercial and longer versions of
the PR stunt will be posted to the Collette
YouTube page.
Examples on Appendix G.
13

Evaluation Plan
Our objective is to increase awareness
of Collette to Baby Boomers through
magazine, radio, direct mail, social media,
and television during the year of 2017. The
effectiveness of magazine and radio can be
evaluated by the number of gross
impressions each one will receive. The three
magazines will receive 27,097,922 gross
impressions and 10,400,000 gross
impressions for radio. Track how successful
direct mail was through the promotion; if
consumers use this promotion, then direct
mail was successful.
Measure the success of the
Facebook page by how many impressions
earned. The potential reach of Facebook is
8,500,000 people, and 82% of Baby
Boomers are on Facebook. This means that
there is the potential to reach 6,970,000
Baby Boomers. Evaluate efforts on
Instagram and Twitter the same way as
Facebook. Instagram has a potential reach
of 8,500,000 people and Twitter has a
potential reach of 3,000,000 people.
Measure YouTube through the number of
views of owned videos, shares on other
platforms, as well as how many people view
the paid ads on YouTube. For TV, use
Nielsen ratings to track how many viewers
were watching a show when the spot aired.
Infer that the same amount of people that
watched the show likely saw our
commercial as well. Convert the number of
impressions to see if the GRP goal was met.
Our behavioral objective is to increase
vacations booked by Baby Boomers. If we
see a spike of new customers and in the
number of vacations being booked,, we can
determine that the campaign was
successful. Conduct a short three question
survey at the end of the booking process to
help determine the campaign’s success (see
Appendix N for survey).
14

A. Competitive Analysis
Categories Collette Trafalgar Tauck Globus
Types of trips Collette offers 5 types of tours:
classic, explorations, faith, river
cruises and spotlights.
Trafalgar trip types range
based on where you
travel i.e. regional
explorer, country
explorer.
Tauck offers 5 types of
trips, two of which
are on the sea. River
cruises, land
journeys, small
groups, family
adventures and
small ship cruises.
Globus divides their trips
based on location and then
varying styles within
countries. Typically going to
multiple cities in a country
in a week or two.
They also offer religious
trips and student travel.
They have an entire
website dedicated to
student travel.
Specialty unique
programs offered
Collette has a loyalty program
for travelers and travel agents
who frequent Collette. They are
also trying to increase their
digital presence with Collette
Gateway that lets travelers
have their own profile page
about their trip.
Trafalgar offers “Be My
Guest” dinners which allows
guests to interact with locals
in their home. They also offer
optional experiences for
flexibility and
customization.
Tauck offers trips that are
around certain
events such as the
Kentucky Derby and
a jazz event in New
Orleans.
Globus utilizes philanthropy
and gives back to
environmental charities as
well as commits itself to
sustainable travel.
Promotions Agents receive an incentive for
selling Collette tours with
the “Book Your Own
Bonus” starting in 2016
and going through spring
2017.
Third party websites utilize
Google keyword
advertising for Trafalgar
with links to a 40% off a
tour.
Trafalgar states that they will
match a low price if
found.
Tauck is has always had a
no discount policy
and Travel Weekly
wrote that this rule
is being strictly
enforced (Baran,
2014).
Globus has a Journey Club
where members can
save 5% off of their
trips.
16

B. Creative Brief
17
Objectives:
To raise awareness to 50% of Baby Boomers who have spent $1,000 or more on a vacation within
the last 12 months through mediums of magazine, direct mail, social media, television and radio
during the year of 2017.
Increase vacations booked by Baby Boomers.
Target audience:
Baby Boomers ages 52-70 who have spent $1,000+ in the past 12 months on a vacation.
Key Consumer insight:
Baby Boomers are typically empty nesters, like variety, and enjoy a good deal. Since they are
empty nesters they are likely to go on vacation without their children, therefore Baby Boomers
look for vacations not centered around children.
What the target audience thinks now:
Baby Boomers are either unaware of the brand or they believe that it is a brand for senior citizens
or those who want a rigidly planned vacation.
Why they should travel with Collette:
Collette offers a large variety of trips across the globe tailoring to the target audience’s desires.
Baby Boomers should travel with Collette because it will satisfy their ideal travel needs.
Key message:
Collette offers the getaway they have dreamed about and now have the time and resources to
go.
Tagline:
No more obstacles...finally.
Tone:
Relaxing, exciting, a feeling of accomplishment. Relatable humor and wit.

C. Media Schedule
18Days, times and channels determined by Simmons Data.

D. Budget Breakdown
Social Media 21.50% $1,075,000
Promotional Discount 24.00% $1,200,000
Direct Mail 20.07% $1,003,333
TV Commercial 14.40% $720,000
Magazine Ads 6.47% $323,747
Radio 8.76% $437,920
PR stunt 4.80% $240,000
Total 100.00% $5,000,000
19

E. Traditional Media Impressions
5,000 radio impressions estimated from Adweek.
21

E. Non-Traditional Media
Impressions
22

F. Return on Investment
ROI= (Projected Revenue-Projected Cost / Projected cost)
15,960,000 Total reach* / 1.45% ( Soames, 2012) conversion rate = 231,420 sales
231,420 sales X $4,500 average trip cost = $ 1,041,390,000
$1,046,871,000 million projected revenue – 5 million projected cost =1,041,871,000
1,041,871,000 / 5 million project cost = 208.378
ROI=208.37%
23
76,000,000 million baby boomers in U.S (Pollard and Scommegna). * 35% of
baby boomers who have spent $1,000 or more on a vacation= 26,600,000 * 60
reach=15,960,000

G. Social Media Posts
24
FACEBOOK
TWITTER

I. Public Relations Stunt
Hold a virtual reality event in top 5
cities: Orlando, St. Louis, Boston, Detroit
and Pittsburgh in Farmer’s Markets
during March.
Record the event and repurpose for
YouTube advertisements and a
social series.
Virtual reality with Oculus Rift
headsets. Participants
are prompted about where they
have always wanted to go and what
has held them back from going.
Participants will use the virtual
reality to go to that place and “do”
activities that they would do if they
went there with Collette. When
they take off the goggles something
will be set-up or someone will be
holding tickets and will send people
on that trip.
Invite the media to spread the
impressions - Media pitch:
See budget in Appendix E.
26

J. Baby Boomers' Survey Data
27

K. Magazine Advertisements
28
1/6 page vertical
1/3 page square

L. :30 second Radio Script
*woman sighs*
Woman 1: What’s wrong?
Woman 2: My husband Hank and I are so busy with our son. We have no free time for
anything.
Woman 1: When you do get free time, why don’t you two go on a vacation! Bob and I still
talk about our trip last fall.
Woman 2: Yeah we have been wanting to go to Rome for a while now, but it’s just such a
hassle.
Woman 1: Just use Collette! They do everything for you. All you have to do is go online,
decide where you want to go, and before you know it you’re on a plane.
Woman 2: Well...our son is about to go to college soon…
Woman 1: You two will definitely have the time then!
Woman 2: I’m going to book with Collette right now! Rome, here we come! Finally!
Voiceover: “Plan that trip to Rome. No more obstacles…finally. Go Collette.”
29

M. :30 second Television Script
Video: Audio:
-Man’s phone rings and he sees it’s his girlfriend.
-Man paying for a ring and register says $4,000.
-Woman: We should go to Paris.
-Man: Maybe next year.
- Same couple 5 years later.
- Man comes in with Paris brochures.
- Woman walks out of bathroom with pregnancy
test.
-Man: Honey, let’s go to Paris.
-Woman: Maybe next year
-Same couple 10 years later.
-Woman calls man at work while she is looking at
Collette's website.
-Man sitting at his work desk with tons of
paperwork, then more paper work is place on his
desk.
-Woman: Want to go to Paris?
-Man: Maybe next year
-Same couple 10 years later.
-Dropping kid off at college, both see a Collette
billboard.
-Both: Let’s go.
30

N. Survey at End of Booking
Process
31
Thank you for booking with Collette! Please help us by participating in our short, three-
question survey.
How did you hear about Collette?
Social Media (Facebook, Instagram, Twitter, YouTube)
Magazine Ad
TV commercial
Radio commercial
Promotional postcard
Friend or family member
Other (please type in response) _________________
If you saw our campaign promotions, did this influence booking your vacation?
Yes
No
N/A
What is your age?
18-25
26-35
36-51
52-70
71+
Prefer not to respond

O. References
Baran, M. (2014, January 12). Collette's rebranding emphasizes focus on escorted tours: Travel Weekly. Retrieved September 06, 2016, from
http://www.travelweekly.com/Travel-News/Tour-Operators/Collette-rebranding-emphasizes-focus-on-escorted-tours
Baran, M. (2012, January 24). Tour Giants Trafalgar and Globus Take Different Marketing Paths: Travel Weekly. Retrieved September 05, 2016, from
http://www.travelweekly.com/Travel-News/Tour-Operators/Tour-giants-Trafalgar-and-Globus-take-different-marketing-paths
Baran, M. (2014, July 21). Should We Still Be Calling Them Escorted Tours?: Travel Weekly. Retrieved September 05, 2016 from
http://www.travelweekly.com/Travel-News/Tour-Operators/Insights/Should-we-still-be-calling-them-escorted-tours
Baran, M. (2014, October 4). More Tour Ops Focusing on Smaller Groups for 2015: Travel Weekly. Retrieved September 05, 2016 from
http://www.travelweekly.com/Travel-News/Tour-Operators/More-tour-operators-focusing-on-smaller-groups-for-2015
Comparable Metrics - Q1 2016 (2016). Mintel. Retrieved November 11, 2016.
Ellering, N. (2016, April 13).. What 16 Studies say about Best times to post on social media Retrieved September 20, 2016, from http://coschedule.com/blog/best-times-to-post-on-social-media/
O'Donnell, F. (2010, December). Baby Boomers and Vacation - US – Mintel. December 2010. Retrieved September 07, 2016, from http://academic.mintel.com/display/482999/
O'Donnell, F. (2014, January). Marketing to Baby Boomers - US – Mintel. January 2014. Retrieved September 07, 2016, from http://academic.mintel.com/display/679971/
Lockard, P. (2016, February 19). Should You Market to Baby Boomers on Social Media? Retrieved September 21, 2016, from https://www.dmn3.com/dmn3-blog/should-you-market-to-baby-boomers-on-social-media
Morrison, K. (2015, October 9). 7 Tips for Developing Trustworthy Content: Adweek. Retrieved September 21, 2016, from
http://www.adweek.com/socialtimes/7-tips-for-developing-trustworthy-content-infographic/628039
Pollard, K., & Scommegna, P. (n.d.). Just How Many Baby Boomers Are There? Retrieved November 17, 2016, from http://www.prb.org/Publications/Articles/2002/JustHowManyBabyBoomersAreThere.aspx
Sharing Its Outdoor Passion Across the Globe: Instagram Case Study (2016). Retrieved September 21, 2016, from https://scontent-dft4-1.xx.fbcdn.net/t39.2365-6/14235547_1069012579857754_1678942649_n.pdf
Soames, C. (2012). Google Adwords conversion rate averages by industry [#ChartoftheDay] - Smart Insights Digital Marketing Advice. Retrieved November 16, 2016, from
http://www.smartinsights.com/paid-search-marketing-ppc/paid-search-display-network/google-adwords-conversion-rate-averages-by-industry-infographic
Travel Booking – US (May, 2016). Mintel. Retrieved September 05, 2016 from Mintel database.
Their generation: from location to listening habits a media divide exists according to age (2016, May 24). Nielsen. Retrieved November 1, 2016 from
http://www.nielsen.com/us/en/insights/news/2016/their-generation-from-location-to-listening-habits-a-media-divide-exists.html.
Top-rated radio dayparts (2014, February). Nielsen.
32

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