travel green wisconsin research report & campaign strategy recommendations
DESCRIPTION
This past spring, I worked with four peers from my Journalism 449: Research & Strategy class on a project for Travel Green Wisconsin. TGW is a state-run program designed to: protect the beauty and vitality of Wisconsin’s landscape and natural resources; and, educate travelers to Wisconsin about sustainable tourism practices. With grants from both the Wisconsin Department of Tourism and the University of Wisconsin-Madison, my group conducted extensive background research, including a focus group and survey posted on Surveymonkey.com. From this research, we devised marketing objectives, identified a primary target market, recommended a specific business positioning, provided rationale for this positioning, and offered tactical directions for executing this positioning. We presented this work to TGW in the last week of class.TRANSCRIPT
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Research Report and Campaign Strategy
RecommendationsJon Whitely, Inc.
May 6, 2008
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Jon Whitely, Inc.
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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
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Research Report
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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
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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
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The Survey
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Awareness
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Levels of Interest
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TGW Preference
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Green Travel Barriers
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Difficulty Finding Information
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The Focus Group
• Method– Five males discussing amongst themselves for 60 minutes
• Findings– Ease, accessibility, & Incentive-based travel
– Economic viability– Green skepticism– Green quality
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Campaign Strategy Recommendations
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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
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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
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Consumer Insight
• Ease & motivation• “Feel good” incentives• Interest in green tourism
– Consumers need more information
• Green skepticism• Believe “true greens” forfeit quality
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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 businesses
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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
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Marketing Campaign Strategies
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Advertising Strategies
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• 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
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Advertising Strategies
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• 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)
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Advertising Recommendations
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• Revamp Web site– More consumer-oriented– “Take a green vacation” button– Example: expedia.com
• Customer service as a point of difference– Interactive chats
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PR Strategies
• Goals– Low cost yet effective measures
– Awareness & education
• Press release template– Keep this, but reshape use
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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
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Implementation Timeline
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Conclusion
Travel Green Wisconsin’s mission:
• Protect the beauty & vitality of Wisconsin’s landscape & natural resources
• Educate travelers to Wisconsin about sustainable tourism practices
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