4. 4
Five State Parks and two State Forests provide more
state owned land than any county in the state.
The county has more federal land than any county in
the state - 312,000 acres.
More than 800 miles of hiking and biking trails are
located in the county.
More than 1/3 of the Monongahela National Forest
lies within the county. These 310,000 acres provide
more than 500 miles of hiking and biking trails.
Pocahontas County has approximately 9,000
residents - one of the smallest county popula-
tions in the state.
More than one million tourists visit the county
each year.
Five county Visitor Centers greet more than
100,000 people annually.
Pocahontas County has the most scenic by-
ways of any county in the state.
7. 7
Unique Selling Point
NATIONAL RADIO
QUIET ZONE
Pocahontas County is locat-
ed within the National Radio
Quiet Zone, where the federal
government has banned cell
phone and WiFi signals. That’s
right, no signal and very lim-
ited Internet. While some may
see this as a negative, people
have reportedly been moving
to towns within the Quiet Zone
because of this. This trend is
something we would like to
capitalize on. There is a need
to disconnect from technology.
We can promise people a taste
of being truly disconnected
from the noise of their every-
day lives.
8. 8
More than half of employed adults said they check
work messages at least once a day over the week-
end (53 percent), before or after work during the
week (52 percent) and even when they are home
sick (54 percent). More than 4 in 10 workers (44 per-
cent) reported doing the same while on vacation.
the American Psychological Association’s Center for
Organizational Excellence.
Target Research
98% of businesspeople claim they are forced
to work on weekends because their com-
munication devices keep them “plugged-in”
around the clock.
The @Work State of Mind Project 2013
93% of people say they can’t put down their
smartphone while at home with their family.
Forbes 2012
The need
The prime target
Mothers are the decision-makers in the household:
Three quarters of all important household decisions
are made by women.
Ginsters 2011 Study
Mothers are aware of how much technology
is used during family time: 71% of mothers said
their family engages with technology while in
the presence of each other daily.
Brave New Moms: Navigating Technology’s
Impact on Family Time global study from Yahoo
and Starcom MediaVest Group
Mothers believe technology is hurting their family:
52% of mothers said technology was a distraction
during family time events and outings.
Brave New Moms: Navigating Technology’s Impact
on Family Time global study from Yahoo and Starcom
MediaVest Group
Seven of ten visitors to Pocahontas County do not have children. We will
attract the family vacation market by targetting working moms who have
families at home consisting of a significant other and young children. We
will frame Pocahontas County as the perfect family vacation destination
for families who need to unplug and dedicate more time to each other.
The plan
10. 10
Strategy
To capitalize on mothers need and desire to disconnect
from technology and gain quality family time by
presenting them with the idea that there’s a
destination close by where they can do just that.
11. 11
Persona
Dawn Smith and her
husband Tom Smith are
both hard working pro-
fessionals. You’ll find
them at the office Mon-
day-Friday 9am-5pm and
if it’s not office hours
they’re only a call, text,
or email away. In fact it’s
hard to catch either with-
out their iPhone in hand.
Whether Dawn is rushing
their 9-year-old daughter
Marie to gymnastics or
taking 7-year-old Jack
to soccer practice she’s
constantly connected to
the office. Let’s not for-
get Tom who can’t seem
to put down the iPad at
the dinner table.
Jack and Marie are often busy on their own iPads watching movies, TV shows,
and playing games between activities. It seems no matter when or where screens
are dividing the Smith family and Dawn is getting sick of it. She wants to recon-
nect. She wants to be a family, but the constant buzzing and ringing won’t seem
to be quiet. Summer vacation is coming up and Dawn is desperate to find a way
to bring her family closer together.
Dawn Smith
13. 13
What do we know about Dawn?
She likes to plan family activities
online: 53% of mothers take to digital
means to plan family activities.
She’s connected (obviously): 72%
of mothers have have a Facebook
profile page.
63% of mothers are researching one
or more of these subjects: Family
activities, entertainment and travel.
She loves the radio: 86%
of mothers are listening
to AM/FM radio.
She’s listening to radio
even while at work: 45%
of mothers listen to the
radio at work.
She commutes to work.
She reads magazines on her
down time.
There’s nothing more
important to her than her
children.
14. 14
Where do we reach Dawn?
Charleston, WV
Cleveland, OH
Pittsburgh, PA
Washington, D.C.
Major cities that are all
within a four-hour driving
distance to Pocahontas
County.
Demographics
*Each city is home to several nation-
al and global corporate headquar-
ters, and government institutions
providing professional business jobs
to residents.
15. 15
Top 40 Radio
Magazines
Commute
Digital / Social
Specifics
*Mothers like to
read magazines
about family and
children, lifestyles
and the
home.
*If mothers are so connected it
would be foolish to not try and
reach them through the very
channels we’re encouraging
them to disconnect from.
16. 16
Approximately 1 in 3 blogs on the Internet are mommy
blogs. -Hubspot 2013
78% of those mommy bloggers are reviewing products and
services. -EMarketer.com 2012
Approximately 63% of online moms read mommy blogs at
least once a month. -NextWeb 2013
63% of mommy blog readers say mommy blogs influence
their decision to buy a product or service. -EMarketer.com
2012
72% of consumers trust online reviews as much as personal
recommendations. -Local Consumer Review Survey 2012
Mommy Blogs!
18. 18
Creative Brief
Client
Pocahontas County Convention & Visitors Bureau
Why are we advertising?
We are looking to increase tourism among families in Pocahontas County, WV.
Target audience
We are targeting working moms who have families consisting of a significant other and
young children.
Insight
Our target audience has seen their families slowly disconnect due to the incline of technol-
ogy and as a result of the instant nature of today’s communication channels. There is a blur
between work and home life and a rising concern among parents regarding the amount
of screen time kids are engaging in. Families are now spending less quality time together.
Research suggests more moms are promoting “unplugged” vacations.
Promise
Your family will come closer together and reconnect by vacationing at Pocahontas County.
Support
Pocahontas County, WV lies in the National Quiet Zone, which means there is no Wi-Fi ac-
cess or cell phone coverage. Our research has concluded that people from Cleveland, OH;
Charleston, WV; Pittsburg, PA; and Washington DC have the highest percentage of passer
byes through Pocahontas County.
Key copy points
Moms crave a vacation that allows the family to unplug and enjoy quality time together
without technology. We want to convince moms that Pocahontas County can do just this
by providing plenty of outdoor activities and local destinations.
Tone & Manner
We will use fuzzy, warm, family-centric imagery and copy to instill the desire to truly con-
nect with the family.
20. 20
Today’s instant connectivity has created an environment where professionals
must work around the clock, blurring the lines between home and work life.
Working parents are forced to spend more time on smart phones, tablets, and
laptops completing work tasks around the clock. Between parents constant
connectivity and their children’s own technology addictions mothers are be-
coming unhappy with a lack of quality family time. Mom’s want to disconnect
from technology and reconnect with their families, we want to provide them
with the opportunity. With no cellular or Wi-Fi signals in the Quiet Zone of
Pocahontas County, West Virginia families are free to enjoy their vacation to-
gether without outside distractions.
Here is where families can be...
the big idea
22. 22
Execution
With so much advertising clutter out there we wanted our message to differ
from traditional tourism campaigns. We also wanted to emphasis Pocahon-
tas County’s unique selling feature of no cellular or Wi-Fi signals. We felt both
these goals would be best achieved using traditional cell phone company lan-
guage in our messaging and flipping the concept of choosing a cell phone plan
on its head. As we are targeting mothers, we wanted our copy to show them
that a vacation without cell phones can help their family grow closer. Overall
our campaign reminds the consumer of Pocahontas County’s unique feature
through mimicking cell phone companies.
30. 30
Buzzing and ringing starts out slow
then increases to an obnoxious con-
glomerate of cell phone sounds.
Complete silence for a few seconds.
Nature sounds come in slowly.
Chatter sounds from family quietly
come in.
Radio Spot
It’s time you and your family expe-
rience true unlimited talk. Locat-
ed in the National Quiet Zone of
West Virginia, Pocahontas County
boasts zero cell coverage and end-
less family face time. Visit happi-
lydisconnected.com to pick the
family plan that’s right for you.
Pocahontas County.
Happily Disconnected.
ANNCR:
33. 33
Step 1: Pick your family plan. Unlimited Talk (no calls, no texts, no Internet, free roaming) or Flexible
Talk (no calls, no texts, limited Internet, free roaming).
Step 2: Choose your accommodations. Based on your family plan we’ll make suggestions to fit your
family’s needs on the next page.
Step 3: Download your apps. These are fun activities that can be added on to your plan including, but
not limited to, biking, hiking, fishing, observatory tours, and train rides.
Step 4: Book it. In the next few weeks expect to receive your Happily Disconnected Care Package.
This includes a list on how to happily disconnect, a map of Pocahontas County, a wildlife guide, any
relevant activity information from selected “apps,” and crayons and a coloring book for the kids.
How to be Happily Disconnected
* Take care of major projects at work and delegate smaller tasks to those who you know will get the job done right.
* Pick someone you trust to know where you’re staying and how to get a hold of you in case of an emergency.
* Set out-of-town voicemail messages and automated email replies. Be sure to specify you will be completely unreachable
during this time.
* Let friends and family members know you won’t be reachable either.
* Double check your DVR is set to record all your can’t-miss-TV shows.
* Write a plan for when you get back. What groceries you need to buy, laundry that needs to get done, work tasks that need
to be completed or prepared for, etc.
* Give yourself a day to settle back in. There will be plenty of things you need to attend to when you come back to the con-
nected world. Make sure you have time to attend to them before going back to work.
HappilyDisconnected.com
34. 34
Social
Best. Day. Ever. #happilydisconnected
#happilydisconnected
Happily disconnected’s hashtag will serve more purpose than just people
taking photos in Pocahontas County. We want to create a movement.
Whether it’s hilarious, touching or really creative, we want people to start
sharing their meaning of happily disconnecting at anytime and anywhere in
their lives. We will hold most “Likes” and “RTs” contests and giveaways to
further spark the hastag’s engagement.
36. 36
Happily Disconnected Mobile Quiet Zone
Happily Disconnected Mobile Quiet Zone
Often we found that the idea of an unplugged vacation hasn’t occurred to most people, but when you bring it up they like it.
We wanted to plant this idea in our targets head by bringing the experience of the Quiet Zone to our target cities. What is the
Quiet Zone experience? Family fun without buzzes, rings, and beeps competing for your attention.
The Happily Disconnected Mobile Quiet Zone features:
* S’mores making stations.
* Picnic tables for creating arts and crafts.
* Blocked cell phone signals while inside.
* HD TVs on the side and ceiling to display sunrise, sunset, and the Pocahontas County night sky.
* Free promotional materials including tote bags and pens.
* Family photo opportunity featuring your child’s artwork.
* Opportunity to win a Pocahontas County vacation.
How the vacation contest works: As families exit the trailer they will be given the opportunity to enter. All that’s required is
a family photo with their children holding up their artwork, an email address, and permission to post the photo on Facebook.
Once posted, the family who obtains the most likes wins an all expense paid vacation to Pocahontas County.
How this benefits the campaign: The trailer will remain in each target city for a week, but will be in a different location each
day. This will generate buzz to locate the truck each day. Furthermore, contest entries will help develop an email list for mar-
keting purposes. The photos also create sharable content on the Happily Disconnected Facebook page. Over all the truck will
assist in creating a positive image of Pocahontas County and its offer of an unplugged vacation to our target market.
38. 38
To: Mommy Bloggers
Subject: Complimentary Happily Disconnected Vacation
Dear ___________,
A sense of disconnection comes in a liberating way when you visit The National Radio Quiet Zone. The
sound of alerts such as Facebook, Twitter, email, phone calls, and text messages are obsolete. When you
visit this scenic county you are able to enjoy outdoor activities with your loved ones while creating endless
memories.
Pocahontas County welcomes families to come and disconnect from the distractions that fill their daily
lives. Technology has consumed the quality time we should be spending with husbands and children. A
common trend among your readers is mothers looking for vacations where their family can unplug and get
off the grid.
Horseback riding, fishing, canoeing, and visiting the local planetarium are a few activities families can
enjoy. There are small areas within West Virginia that provide limited Wi-Fi for those who need a way to
connect. If your family is looking to completely disconnect than we also have areas in the county that ban
any connection. This means no access to Wi-Fi or cell phone coverage.
I would like to offer you the opportunity to come and experience Pocahontas County first hand with an
all expenses paid vacation. An post or article about your experience is not mandatory but is encouraged.
Attached is a schedule for events and outdoor activities that are available upon your arrival. I have also
provided a link to our webpage and a recently written article on The Quiet Zone.
I will contact you Friday to provide you with any other details and answers to questions you may have
along with your possible interest in the blog material. I hope to speak with you soon and thank you for
your time and consideration.
Website:http://www.happilydisconnected.com | http://www.pocahontascountywv.com
Article Reference:http://www.npr.org/blogs/alltechconsidered/2013/10/08/218976699/enter-the-quiet-
zone-where-cell-service-wi-fi-are-banned
Sincerely,
Ryann Kinsey
CRAN Agency
Director of Public Relations
r.kinsey.ucf@knights.ucf.edu
(954) 592-5627
Mommy Blogger Outreach
40. 40
Contact:
Ryann Kinsey,
Director of Public Relations
(954) 592-5627
r.kinsey.ucf@knights.ucf.edu
NEWS RELEASE FOR IMMEDIATE RELEASE
The Happily Disconnected Mobile Quiet Zone
Experience Pocahontas County’s National Quiet Zone in Your City
WASHINGTON, D.C., (Oct 23, 2013) - Wi-Fi connection and cell phone coverage are prohibited as families
step inside the Happily Disconnected mobile Quite Zone. This 13’ by 53’ semi truck is modeled after the Na-
tional Radio Quiet Zone in Pocahontas County, West Virginia. Due to the county housing the National Radio
Astronomy Observatory the area bans cellular and Wi-Fi signals to cause minimal interference with data
collection. Like Pocahontas County, the truck provides family fun without outside distractions. The Happily
Disconnected semi truck can be found at (Street) on this (Date) welcoming all families to experience the
liberating feeling of being disconnected.
The semi truck is a small taste of what a Pocahontas County vacation would be like for families. It will be
traveling to different locations around the city, keeping families wondering, “Where is the Quiet Zone today?”
As you step into the truck cell phone signals are blocked to help families step off the grid, even if it is only
for a few minutes. Andrew Johnson, Director of the National Radio Astronomy Observatory, stated, “The
Quiet Zone is a great place for my family and I to enjoy ourselves because there are no cell phones or out-
side distractions. My son and I try to go fishing every Saturday and I love that I can enjoy the moment.”
Inside there are full HD screens that present the sun rising and setting every 15 minutes along with a view
of the night sky to allow families to experience the full effect of Pocahontas County. Scott D. Chase, Director
of Tourism of Pocahontas County, said, “It’s a great way to experience what Pocahontas County has to offer
without actually being there.” While inside families can sit at a picnic table and create arts and crafts and
enjoy some long overdue family bonding.
As the family exits the semi truck a Happily Disconnected staff member will present them with the opportuni-
ty to enter the Happily Disconnected vacation contest. Entry only requires a family photo with their children’s
artwork and an email. All photos are posted onto our Happily Disconnected Facebook page. The family with
the most likes on their family photo will win a free stay at a local State Park cabin and excursion.
###
Pocahontas County, West Virginia was founded in 1921 and has 941 square miles of family exploration. It
also has very limited Wi-Fi and cell phone coverage. The area known as The Quiet Zone has set param-
eters in West Virginia that does not allow no Wi-Fi access or cell phone coverage to prevent any interfere
with the National Radio Astronomy Observatory. For more information regarding Pocahontas County, please
visit pocahontascounty.com. For more information regarding Happily Disconnected, please visit happilydis-
connected.com.
42. 42
* Facebook analytics to track likes, share, and engagement.
* Keep detailed reports of online mommy blogger coverage.
* How many people visit the Happily Disconnected Mobile Quiet
Zone.
* The website will contain a “How did you hear about us?” tab to
track the effectiveness of our out-of-home, guerilla, online, radio,
and print efforts.
* Our most important measurement of campaign effectiveness is
how many people book a vacation through happilydisconnected.
com.
* Secondarily, we will also track over all tourism rates in Pocahon-
tas County over the next 12 months.
Results
44. 44
PRINT $30 THOUSAND
RADIO $40 THOUSAND
OUT-OF-HOME $32 THOUSAND
SOCIAL MEDIA $4 THOUSAND
WEB DEVELOPMENT $7 THOUSAND
NON-TRADITIONAL $20 THOUSAND
PRODUCTION $22 THOUSAND
TOTAL $155 THOUSAND
Costs
