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Wommie Award Presentation

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Case study presentation of Affinitive's award winning program for American Skiing Company - 2007 WOMMIE Award

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Wommie Award Presentation

  1. 1. American Skiing Company All For One Passholder Community
  2. 2. <ul><li>Client Background </li></ul><ul><li>American Skiing Company, owner of northeast mountain resorts- </li></ul><ul><li>Killington, Mount Snow, Attitash, Sugarloaf and Sunday River. </li></ul><ul><li>Goals: </li></ul><ul><ul><li>To explore opportunities within social media </li></ul></ul><ul><ul><li>To unite passholders given the social nature of skiing </li></ul></ul><ul><ul><li>To add value to the passholder experience </li></ul></ul><ul><ul><li>To build brand advocacy and encourage cross-resort utilization </li></ul></ul><ul><li>Affinitive Solution </li></ul><ul><li>Launch MyA41 Program </li></ul><ul><li>A private branded online community </li></ul><ul><li>that gathered, connected and engaged </li></ul><ul><li>All For One Passholders. </li></ul>
  3. 3. Challenges and Solutions <ul><ul><li>Nobody had done this before </li></ul></ul><ul><ul><li>Detractors existed </li></ul></ul><ul><ul><li>How to measure success </li></ul></ul>
  4. 4. Promoting the Program
  5. 5. Engaging Content & Activities
  6. 6. Engaging Content & Activities
  7. 7. Brand Engagement & User-generated Content
  8. 8. Brand Engagement & User-generated Content
  9. 9. Brand Engagement & Viral Exposure
  10. 10. Brand Engagement & Viral Exposure
  11. 11. Passholders Were Given An Identity and Voice
  12. 12. <ul><li>I don't know how I could have, I think I logged on every day except for those that I was away skiing. I skied far more as a result of being a member of this community. THANK YOU very much for hosting a community full of fun and entertainment. </li></ul><ul><li>It was a way to connect with other ski enthusiasts and to get reports on the conditions and perspectives of others for each of the resorts as far as peoples favorite trails and places to eat and or stay in the areas that I wasn’t as familiar with. I loved all aspects of this community. </li></ul><ul><li>This has proven to be a very effective way to not only meet other members of the a41 community, but also have a direct way to interact with the administration in a way that got things done when needed and provided an invaluable source of info. </li></ul><ul><li>Wow, at least I am skiing black diamonds somewhere! I am probably the least skilled skier on this website, so its great to make the elite at something related to skiing. It has been a lot of fun to read and see and share with everyone here. </li></ul><ul><li>I've had the most skiing fun in 30 years...thanks </li></ul>Passholder Testimonials
  13. 13. Program Results

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