The Lied

LOdge

agricuLture

Your livelihood is our passion

Kara King Brittany Freeman Jennifer Gotrik Kellen Petersen Melissa Wadzinski Devin McDermott

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Research...........................................2Creative Brief...........................3-4SWOT...................................................5Big Idea............................................6Passion statements........7-10tactics............................................11Budget .............................................12

content

Research

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To begin the process of conducting research on the use of conference centers for agriculture companies, we began by contacting Denise Munderloh from the Lied Lodge in the effort of finding out which companies had previously used the Lied Lodge for their conferences. We also contacted major agriculture companies through-out the United States, focusing mainly on the ones in Nebraska. We conducted the research primarily through emailing each company an organized list of precise questions for them to respond to.

The first questions we asked was “how often do you hold agricultural conferences? “ The responses we received were incredibly varied, anything from one large conference per year to over 60 throughout the year. These conferences take place anywhere from annually to every 6-10 years. The Missouri Department of Agriculture is hosting a conference in 2012 with an expected 800 people in attendance. It will attract agriculture industry leaders, government officials, farmers, and small business owners. This conference will take place in Kansas City. By these responses we found that certain companies hold conferences more often than others, making it easier for us to decide who to target when spreading the word of the Lied Lodge’s amenities.

After asking “where do you normally have the conferences?” we found that there is no distinguished pattern of places in terms of popularity. Popular locations that we noticed repeated were: Kansas City, Overland Park, Gar-den City, Liberal, Manhattan, Salina, Olathe, Colby, Sioux Falls, Pierre, and Rapid City. Most people we unwilling to travel outside of their own state boundaries.

Our next question was “What do you look for in regards to attending a conference?” A majority of responses we received mentioned that many employees prefer a location that offers outdoor activities for the family. Affordability, convenient geographical location and distance from the airport, and availability of other forms of transportation were other things mentioned in responses. In response to “What is your budget?” the main response was that it tends to be fairly modest. Budgets for hosting, attendance, and travel depends greatly on the content and length of each conference.

Responses from agriculture companies stated that conferences usually last anywhere from 1-4 days long. In terms of specific accommodations that companies look for, hotel/lodging, ground/air travel, nearby restau-rants, wireless internet, and a fax or copy machine was a recurring response. Traveling long distances did not appear to be a problem for companies. Each response stated that, for previous conferences, groups have trav-eled in-state and out-of-state – sometimes as far as seven hours away. We found in our responses that confer-ences, on average, hold between 50-300 attendees.

From this research we drew some conclusions that drove the information in our creative brief .

Research...........................................2Creative Brief...........................3-4SWOT...................................................5Big Idea............................................6Passion statements........7-10tactics............................................11Budget .............................................12

content

Creative Breif

The Lied Lodge separates itself from the rest as not only a premiere conference center, but a des-tination for business travelers and their families alike. Located in Nebraska City, Nebraska, guests are surrounded by 260 acres of Arbor Day Farms, a place of natural beauty and a national historical landmark. With many outdoor activities and opportunities for family interaction, the Lied Lodge offers a cozy yet productive professional environment and an opportunity for travelers and their families to engage with nature in a truly unique establishment.

The opportunity that the Lied lodge has is to position themselves as a premiere choice for mem-bers of the agricultural field to host their conventions. Lied lodge has a chance to spread the word about the different amenities they have to offer that specifically cater to the members of agricul-tural field. Lied Lodge can become more well known amongst the agricultural community as a destination that is already got the tools they need to put on a great convention

Brand Idea

Brand personaLity

the opportunity

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Our personality is oriented toward the environmental aspect of what the Lied Lodge offers. Our tone is naturalistic, educating our audience in regards to the benefits of the Lied Lodge in com-parison to other conference centers. This tone will correlate the amenities and temperament of the Lied Lodge with overall suppleness and productivity.

Creative Breif

To members of the agriculture field in the state of Nebraska it isn’t just their job, it’s also their life-style. The conferences they attend each focus on a specific agriculture topic. They are willing to travel where ever they are needed for the conference, but would prefer it to be within or close to their state. Agriculture conferences are not just a work related experience, but a family outing. Since many members bring their spouse/family along they look for conference center that can provide outside family oriented activities. To members of the agriculture field conferences are a great for solving ag. related issues, networking throughout the industry leaders, and teambuilding. In order to carry out these objectives at their conferences they look for hotel space, a venue that can hold a large amount and has a visible area for speakers to be elevated and seen by many, wireless internet for computers, fax/copy services, and affordability packages. Conferences centers that can enhance their agriculture lifestyles with a family fun environment are most ideal for this audience. They are in a wide variety of jobs under the blanket of agriculture.

Our position is to highlight the accommodations and quality of life offered at the Lied Lodge. By fo-cusing our attention upon the natural ambiance already set in place by its’ geographical location, we will create a relatable haven which will attract the likes of a family friendly environment

They will believe it because the luxuries and conveniences that the The Lied Lodge offers create a productive and serene environment that far exceed other conference center options. The natural light and neutral, warm color scheme bring forth an inviting and engaging element that encourages motivation, energy, and hard work for conference attendees. The Lied Lodge offers fitness, fun activi-ties, and locally grown food - all benefits that outshine other conference centers.

to these people

our position is

They will believe it because

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SWOt

Strengths:The Lied Lodge and Conference Center offers a natural ambiance, holistic produce, large meetings areas, spacious guestrooms and copious amounts of amenities.

Weaknesses:While the Lied Lodge has a very short list of drawbacks, its’ high cost and geographical location are deter-rents to both small and large organizations.

Opportunities:Business growth through a variety of formats. A development of social media activity on all platforms, which will assist in generating brand awareness.

Threats:Conference centers in larger cities, which can be more appealing as airports and transportation availabili-ties offer an ease of travel element.

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SWOt Big idea

We know that people in the agricultural community are passionate about their work. At Lied Lodge they have passion for what the agricultural community do. Each aspect of the Lied Lodges ameni-ties cater to the Agricultural communities needs and wants for a conference. The Lied Lodge is a passionate about agriculture and passionate about providing a perfect space for their gatherings.

Your livelihood is our passion is our theme. It expresses the just how much the Lied Lodge is dedi-cated to Agriculture. Whether it is your search for a natural environment, a family friendly stay or just a love for locally grown, holistic food. The Lied Lodge offers more than colloquial amenities by synthesizing essentials and expectations, creating a robust utopia, letting your only worries be if you have room for dessert.

your

LiveLihood

is OUr

passion

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Nebraska agriculture is the backbone of Nebraska’s economy. At Arbor Day Farm’s Lied Lodge & Conference Center we are passionate and support Nebraska agriculture. Our passion comes from the food we grow in our own orchards and fields. Lied Lodge & Conference Center serves sustain-able and locally grown food. We support Nebraska agriculture through buying locally to help grow your livelihood. By having your next agriculture conference at Lied Lodge you will not only be supporting Nebraska agriculture, but surrounded by an environment that is passionate for your livelihood.

passion for local produce

PassiOn

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passion for the enviroment Being in the agriculture field isn’t just about working, it’s about working and living in an environ-ment you love and care so deeply about. Here at Arbor Day Farm’s Lied Lodge & Conference Cen-ter we share that same passion and provide you with that same environment you love to live and work in. At Lied Lodge & Conference Center you will be surrounded in an exquisite natural setting that focuses on many environmental programs. We have been recognized as a leader in sustain-ability for our green practices we exercise at the Lied Lodge & Conference Center. By having your next agricultural conference at Lied Lodge you will be surrounded and giving back to the environ-ment you so passionately love, live, and work in.

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PassiOn

Named Nebraska’s Outstanding Nature Tourism Entity in 2011, the Lied Lodge & Conference Center is dedicated to making every visit a lifelong memory for you and your family. Explore 260 acres of Arbor Day Farm where we provide family-friendly activities in our highly acclaimed Tree Adventure. Hike miles of scenic creekside trails, discover nature in the Woodland Pavilion, learn about the se-crets of the forest on the Discovery Ride, climb a 50 foot high Canopy Treehouse, and take home a free tree from the Lied Greenhouse. The Lied Lodge & Conference Center is a welcome place for fam-ily, playing and relaxing.

passion for fun and family

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passion for nebraska

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Whether fresh faced or a native, your love of Nebraska is shared by the Lied Lodge & Conference Center. Located in Nebraska City, the Lied Lodge offers both the convenience of a short drive to the capitol city of Lincoln and a small town experience. With local traditions such as the legendary AppleJack Festival each September and 11 historical museums, Nebraska City and the Lied Lodge welcome and encourage you to immerse yourself where you hold your passion; the heart of Ne-braska.

Using the big idea of “Your livelihood is our passion.” we have decided to go in two routes for our strategy. First off a direct mail campaign invloving USB drives. The USB drives would contain all the information The Lied Lodge already hands out in the forms of Brochures and pamphlets but now in a tree safe USB drive. The information will all be displayed under the idea of Passion. The Lied Lodge has passion for what they do and passion for what the agricultural community do. The USB drives would have the unique appearance of be-ing made out of wood as well as you can see in the pictures below. In order for the USB drives to appear not dangerous and interesting it will be sent with some form of identification that is from the Lied Lodge. These USB drives would be distributed to specific members of agriculture groups within Nebraksa such as Nebras-ka Farm Bureau, Nebraska Sustainable Agriculture Society, and Cornhusker Ag Group . . . ect.

The second step would be buying traditional media of Billboard and print advertising. The billboards would appear in Western Nebraska strategically. Through our research about our target audience we de-termined that they spend a lot of travel time within the state, we want to utilize that time by placing bill-board throughout it. Specifically placing them around the airport and colleges with agricultural campuses throughout Nebraksa.

The Print ads would appear in local journals and magazines that portrain to Agriculture. This would be reaching them in a place they pay attention their profession. Some examples of those magazines would be Nebraksa land and Nebraksa Life. This would also be under the idea of Passion we want to appeal to the tar-get audience through what they care about, which in turn is what the Lied Lodge cares about.

tactics

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Budget

The agriculture campaign for the Lied Lodge & Conference Center was allocated $75,000 for its budget. The budget would be distributed between print and billboard ads as well as business to business mail-ing through the distribution of USBs containing information about the Lied Lodge & Conference Center.

Print ads would run in publications such as: High Plains/Midwest Ag Journal, Nebraska Farmer, Nebras-ka Life, and Nebraskaland Magazine.

Billboards would be placed all over the state, primarily in Western Nebraska and near airports in Lincoln and Omaha. Billboards would also be placed on the interstate leading to and going from Nebraska City.

In an effort to conserve paper and enhance the Arbor Day Foundations goal to preserve trees, the USBs would be sent through the mail to different agriculture groups throughout Nebraska.

Billboard Rates: $200 a billboard for a 4 week period located near Nebraska City from Lamar Outdoor Billboards. http://www.lamaroutdoor.com/StateRates.aspx?State=NE

Estimated Print Ad cost for Nebraskaland magazine: Back Cover: $1,500. Full page: $1,200 http://out-doornebraska.ne.gov/nebland/classifieds/pdf/NEB-RateSheetDISPLAY-ADS.pdf

Estimated USB cost: Logo printing included in fee. Anywhere from $3-$15 each. Can buy from 100-10000 USBs in bulk. http://www.alibaba.com/product-gs/471559610/16gb_original_tree_branch_usb_2.html

tactics

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thank you