Research Report and Campaign Strategy Recommendations Jon Whitely, Inc. May 6, 2008
Jon Whitely, Inc. 2May 6, 2008
Executive Summary TGW as a consumer-friendly resource for traveling green –Quantitative & qualitative research –Defined marketing objectives –Identified primary target market –Recommended positioning –Advertising & PR strategies 3May 6, 2008
4 Research Report
Problems & Opportunities TGW awareness expected to be low Target market undefined Widespread adoption of green practices Green lifestyle may not have spread to vacation habits 5May 6, 2008
Research Objectives Define & learn about target market Measure awareness of TGW & green travel Measure interest in & attitudes toward green travel Discover perceived barriers to green travel 6May 6, 2008
The Survey 7May 6, 2008
Awareness 8May 6, 2008
Levels of Interest 9May 6, 2008
TGW Preference 10May 6, 2008
Green Travel Barriers 11May 6, 2008
Difficulty Finding Information 12May 6, 2008
The Focus Group Method –Five males discussing amongst themselves for 60 minutes Findings –Ease, accessibility, & Incentive-based travel –Economic viability –Green skepticism –Green quality 13May 6, 2008
Campaign Strategy Recommendations 14May 6, 2008
Marketing Objective Two-tiered approach: Increase TGW’s brand awareness Communicate that TGW is an easy & accessible resource to use when planning an eco-friendly getaway to WI 15May 6, 2008
Primary Target Market “Light Greens” –Males & females age 25+ –HH income $50,000+ –Well-informed, prepared, & receptive to green messages –Often lack motivation for actually implementing green practices 16May 6, 2008
Consumer Insight Ease & motivation “Feel good” incentives Interest in green tourism –Consumers need more information Green skepticism Believe “true greens” forfeit quality 17May 6, 2008
Positioning Recommended positioning for TGW: –To “light greens” –TGW is the resource that enables them to easily bring their green values on WI getaways –Because it is easily accessible by Internet, offers consumers solutions to planning eco- friendly getaways, & directly connects them to the nearest WI green business 18May 6, 2008
Positioning Rational Optimal positioning because: –Target market interested in ecotourism Need information –Internet as a research tool –Motivated to be green when: Easy “Feel good” Lack of disincentives 19May 6, 2008
20May 6, 2008 Marketing Campaign Strategies
Advertising Strategies 21May 6, 2008 Goals: awareness & education Key messages –TGW makes it easy to “be green” –TGW is legitimate Ads should: –Always have the TGW logo –Drive target market to Web site
Advertising Strategies 22May 6, 2008 Tone –Serious but engaging –Facts that the audience can digest Scope –All of WI, Minneapolis/St. Paul, Chicago –Pulsing & fleeting strategy –TV ads to create awareness –Newspapers & magazines (ex. Midwest Living)
Advertising Recommendations 23May 6, 2008 Revamp Web site –More intuitive –“Take a green vacation” button –Example: expedia.com Customer service as a point of difference –Interactive chats
PR Strategies Goals –Low cost yet effective measures –Awareness & education Press release template –Keep this, but reshape use 24May 6, 2008
PR Recommendations TGW Business of the Year –Annual award Golf Course kits - stickers, tees “Piggy-backing” –Approved businesses feature TGW logo & URL in their ads Opinion leaders –Prominent organization leaders (Sierra Club) –Press kits with recycled materials 25May 6, 2008
Timeline Implementation 26May 6, 2008
Conclusion Travel Green Wisconsin’s mission: Protect the beauty & vitality of Wisconsin’s landscape & natural resources Educate travelers to Wisconsin about sustainable tourism practices 27May 6, 2008