- Slides: 37
Flaming Gorge Country Brand Plan
FLAMING GORGE COUNTRY WHO IS COMING TO FLAMING GORGE COUNTRY? Outdoor enthusiasts Boaters Fishermen Motor coach owners
FLAMING GORGE COUNTRY WHERE ARE THEY LIKELY TO BE COMING FROM? Due to proximity and density the most effective market is Salt Lake City & Wasatch Front
FLAMING GORGE COUNTRY KEY BRAND MESSAGE: You don’t have to go far to find the perfect getaway.
FLAMING GORGE COUNTRY REASON TO BELIEVE: Wide range of outdoor opportunities Wide open space, few people Within few hours drive of 2 m World class boating, fishing
FLAMING GORGE COUNTRY THE CURRENT BRAND TAG LINE IS STILL RELEVANT AND MOTIVATING.
FLAMING GORGE COUNTRY THE ADVENTURE NEXT DOOR
FLAMING GORGE COUNTRY
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FLAMING GORGE COUNTRY THE CHALLENGE: MAKE AN IMPACT WITH A LIMITED BUDGET.
FLAMING GORGE COUNTRY WHAT OTHERS SPEND: The largest advertisers spend up to 20% of revenue on marketing their business. 10% is typically the minimum amount considered to be effectual. Marketing Pilgrim/2007
WHERE TO SPEND?
FLAMING GORGE COUNTRY TELEVISION: Declining impact, but still the most efficient way to build a brand. Costly.
FLAMING GORGE COUNTRY RADIO: ROI comparable to TV, given similar weight. Cost effective. On average, radio is 3 times more effective than TV per dollar spent. Radio Lab Compendium
FLAMING GORGE COUNTRY PRINT: Some targeted placement may make sense (travel guides, etc), but there is not enough budget to support a sustained campaign.
FLAMING GORGE COUNTRY OUT-OF-HOME: Some studies claim the effectiveness of outdoor. A combination of theater ads and TV raised effectiveness 41%. (www. mediapost. com)
FLAMING GORGE COUNTRY ONLINE Requires heavy media spend to make an impact. It is worth considering targeted banner placement.
FLAMING GORGE COUNTRY WEBSITE A crucial part of completing any marketing message or sale. Need to determine effectiveness of current site.
THE IDEAL PLAN
FLAMING GORGE COUNTRY WOULD BE BASED ON A 12 MONTH MIXED APPROACH. TV, print, out-of-home, radio & digital in a sustained campaign that would cover the full year highlighting FGC during the four seasons.
FLAMING GORGE COUNTRY BUT THAT TAKES A LOT OF MONEY.
FLAMING GORGE COUNTRY SOME THINGS TO PONDER.
FLAMING GORGE COUNTRY BEFORE YOU START, ASK SOME QUESTIONS. Is each business working to promote FGC? Is FGC maximizing state marketing resources? Are we missing promotional/coop opportunities? Is a consumer database being created? Utilized? Where do you want new consumers? Lake? Hotels? Campgrounds?
FLAMING GORGE COUNTRY WILL A 20 K BUDGET MAKE A DIFFERENCE? Doubtful. FGC could spend all of that money in one 8 week period and possibly see an increase in visitors. But it will drop off as soon as media placement is finished.
FLAMING GORGE COUNTRY SOME WAY TO STRETCH A BUDGET.
FLAMING GORGE COUNTRY 1 EVERYONE PULLS IN THE SAME DIRECTION. Encourage FGC business to include the logo, tagline and URL when promoting their own business.
FLAMING GORGE COUNTRY 2 EVERYONE PUTS SOMETHING IN THE POT. Everyone benefits from increased traffic. Would local business be interested in funding an annual marketing budget?
FLAMING GORGE COUNTRY 3 PROMOTIONS, PROMOTIONS AND PROMOTIONS. Partner with local business to create traffic generating promotions - all under the Adventure Next Door brand.
FLAMING GORGE COUNTRY 4 USE THE ECONOMY TO LEVERAGE TV STATIONS. Demand a sustained banner placement or segment feature in return for purchasing their media package.
FLAMING GORGE COUNTRY 5 SPEND A LITTLE MORE TO GET A LOT MORE BANG. Consider complementing TV by spending an equal amount in radio to boost overall response to ads.
FLAMING GORGE COUNTRY 5 FISH WHERE THE FISH ARE. Spend marketing dollars going after the high revenue fishing customers during off-peak season. March – May and Sept – Oct are great months for fishing.
FLAMING GORGE COUNTRY 6 MAXIMIZE THE WEB. Work with Northeastern Utah and local business to cross promote the brands. People who visit Vernal probably end up at the Flaming Gorge Resevoir or the Green.
FLAMING GORGE COUNTRY 7 EMAIL. Email is relatively cheap and can be effective. If FGC has valid lists there may be benefit in sending out a series of emails with promotional offers (free tours, free rental, etc).
The bottom line
FLAMING GORGE COUNTRY The current budget is really not enough to make a meaningful impact. But if you must spend now here a few options. OPTION 1 1. Pursue the KSL TV buy 2. Negotiate companion web banners on KSL. com 3. Cross promote local businesses and Dinosaurland OPTION 2 1. Spend all the money on an email campaign 2. Cross promote local businesses and Dinosaurland