door county plans book

8/17/2019 Door County Plans Book

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OPEN DOORCOMMUNICATIONS


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EXECUTIVESUMMARY

RESEARCHSTRATEGY& GOALS

TACTICALAPPROACH

SUMMERPROMOTION

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SWOTANALYSIS

6 7 10

10

CREATIVE

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MEDIA PLAN& BUDGET

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SUCCESS & MEASUREMENT

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LOOKINGAHEAD

31 32

UTILIZEDSOURCES

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HOW WE METYOUR GOALS


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and in the following pages, you’ll see who we can be together.


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Year round success for Door County requires emotionallydifferentiating themselves amongst their audience.

• Relaxing destination for the entire family• Location that makes it the perfect driving distance

for a weekend trip

• Located along two major highways that make

navigation simple

• Large target market that includes Midwest metro

areas

• Activities that cater to every family member

• Community centered around art and culture

• Activities for every season

• Upscale vacation destination

• Appeals to the LGBT community• Attractive to the spontaneous weekend traveler

• Can not cater to large gatherings

• Main business generated during summer

• Difficult to book spontaneous summer vacations

• A homogenous demographic

• Forgotten during the winter

• Own their cute, quaint, and rustic characteristics

• Attract o season travelers

• Highlight o season activities

• Target communities outside of the Midwest

• Emphasize organic farming and going green

• Target the head of household

• Midwest vacation destinations that oer weekend

getaways with scenic waterscapes

• Vacation destinations that cater to large groups

• Vacation destinations that oer year roundactivities

• Vacation destinations that are closer for travelers

• Tropical vacation destinations

• Lack of major attractions

STRENGTHS WEAKNESSES

OPPORTUNITIES

THREATSKEY INSIGHT: Door County is located ideally forfamilies and couples looking to vacation with itsvibrant communities and unique people

KEY INSIGHT: Door County needs to attract visitorsyear round

KEY INSIGHT: Promote overlooked events duringthe late fall and winter months

KEY INSIGHT: Promote overlooked events duringthe late fall and winter months

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LEISURE TRAVEL IS

UP FROM 2012

MIDWEST

REMAINSBIGGESTSOURCE OFTRAVELERS FORWISCONSIN

KEY INSIGHTS

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Mother Monarchs

KEY INSIGHTS

59% of Moms say that price andavailability inuence theirvacation more than anything else

Mother Monarchs (MM) are in charge ofdecisions and spending in the household.They are highly inuenced by word ofmouth and online recommendations.Planning vacations months in advance,they consider price and availability most.

92% of Moms said they search forrestaurant reviews more thanany other type of review whenplanning a vacation

55% of Moms take at least two vacationseach year and 25% at least three.

42% of Moms plan their vacation threeto six months before

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Weekend WarriorsWeekend Warriors are Millennial travelers whoprefer special experiences, are highly social,and value authenticity and connectivity as thebest way to explore the world.

SPENDING POWER

$200 BILLION

1/4 MILLENNIALS

6/10 MILLENNIALS

MILLENNIALS ONLINEThey spend 25 hours a week on average,online

59%

35%

70%

91%

ON SMARTPHONES

ON TABLETS

ON LAPTOPS

REGULARLY ONLINE

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GOALSSTRATEGY &

Increase overallbrand awareness by25% in three major

target markets:Minneapolis,Chicago, and

Milwaukee

Increase number

of visitors to DoorCounty year round

and increaserevenue from

tourism in DoorCounty

Increase number ofwinter visitors to

Door County by 10%in 2016

Positivelydierentiate Door

County fromcompetitors

Promote DoorCounty as a “green”tourism destination

Promote Door Countas “local”

and “passionate”

WE WILL ACHIEVE THESE GOALS BY

Distinguishing Door County amongst its competitors through the implementation ofthe following integrated advertising campaign.

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PRINT ADVERTISEMENTS& RADIO SPOTS

To accentuate the passion in DoorCounty’s communities

SOCIAL MEDIA• Create a Door County digital magazine

• Utilize Facebook & Twitter

OUT OF HOME PROMOTIONS• Guerrilla marketing with 3D

chalk art• Utilize Divvy picnic baskets and

bikes for Door County themed

promotional events

SUMMER PROMOTIONUtilize the following bike-share programs: Divvyin Chicago, Bublr in Milwaukee, and Nice Ride inMinneapolis, to promote going green and attractour target audience

With these tactics, we will accomplish our goals by eectively reaching our primaryand secondary target audiences in the Minneapolis, Chicago, and Milwaukee areasthrough the mediums previously mentioned.

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TARGETED TO MOTHER MONARCHS

TARGETED TO WEEKEND WARRIORS

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#DoCo

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Newspaper

Magazine

Radio

Billboards

Digital

Guerilla

Summer Promo;on

BUDGETMEDIA PLAN &

OVERALL SPENDING

Newspaper - $208,624Magazine - $217, 190Radio - $176,000Billboards - $128,200Digital - $100,000Outdoor / Guerrilla - $60,000Summer Promotion - $100,000

TOTAL SPENT - $990,014.00

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#DoCo

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To evaluate the exposure of the campaign, Open Door will compile information from theadvertisements into a data warehouse. For each media type, we will track and evaluate specic metricsassociated with exposure.

• For print media, we will use circulation, frequency, and gross rating points. This will allow us toanalyze the eciency of our spending, and the goal is to have a higher gross rating point and lowercost.

• For radio, we will use cumulative persons, frequencies, gross ratings points, and station ratings.These metrics will help to show when and where our advertisements are receiving the mostlisteners.

• Billboard evaluation will include reach, frequency, and gross ratings points. Understanding thesemetrics will show which markets our advertisements are most ecient in.

• Digital measurements for our multiple online media will be website hits, frequency, comments,likes, and gross ratings points. This allows us to understand which advertisements and what contentis receiving the most attention.

Through the use of these metrics and services, such as Nielsen, Google Analytics, and SearchEngine Optimization, we will be able to measure, chart, and evaluate the eectiveness of each of ouradvertisements. Our system will translate reported numbers such as circulation, reach, cume, andfrequency and convert each statistic into a gross rating point. These points can then be compared and

evaluated to show that each advertisement is being optimized for exposure and the maximum possiblereturn on investment.

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MICKEYACCOUNT EXECUTIVE // MEDIA

MELINACREATIVE DIRECTOR // ART DIRECTOR

STACYCOPYWRITER // ASST. ACCOUNT EXECUTIVE

KATECOPYWRITER // ASST. ACCOUNT EXECUTIVE

ENRIQUERESEARCH

SEANMEDIA

LUZRESEARCH

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door county plans book

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