Mozingo Rebranding Presentation
Transcript of Mozingo Rebranding Presentation
-
7/29/2019 Mozingo Rebranding Presentation
1/119
Mozingo Lake
Rebranding Concepts
-
7/29/2019 Mozingo Rebranding Presentation
2/119
Capstone course for seniors
Advertising agency environment
Classes are run like business meetings
Multiple teams
Variety of skill sets
-
7/29/2019 Mozingo Rebranding Presentation
3/119
Hotel Feasibility Study
-
7/29/2019 Mozingo Rebranding Presentation
4/119
Mozingo needs rebranding help
-
7/29/2019 Mozingo Rebranding Presentation
5/119
Mozingo Advisory Board agrees
-
7/29/2019 Mozingo Rebranding Presentation
6/119
Mozingo Advisory Board agrees
-
7/29/2019 Mozingo Rebranding Presentation
7/119
-
7/29/2019 Mozingo Rebranding Presentation
8/119
-
7/29/2019 Mozingo Rebranding Presentation
9/119
-
7/29/2019 Mozingo Rebranding Presentation
10/119
Rebrand Mozingo Lake
and Mozingo Golf Courseto unite all amenities
and prepare for it growth.
-
7/29/2019 Mozingo Rebranding Presentation
11/119
Research Secondary, Primary
2 different creative approaches and
rebranding ideas New Mozingo website
Social media and digital marketing
Media plan and recommendations
-
7/29/2019 Mozingo Rebranding Presentation
12/119
Mozingo Analysis
Competitive Analysis
Target Analysis Tourism Advertising
Analysis
State Park IndustryAnalysis
-
7/29/2019 Mozingo Rebranding Presentation
13/119
Golf Course
RV & Campground
Boating & Fishing
Youth Camp Beach
Equestrian &
Nature Trails Hunting
Annual Events
Maryvilles Water Source
-
7/29/2019 Mozingo Rebranding Presentation
14/119
Golfers RVers/CampersAnglers
OutdoorsTravel HikingCamping Fishing
Sight Seeing
Biking
BoatingWalking/Jogging/Running
-
7/29/2019 Mozingo Rebranding Presentation
15/119
2011 ZIP Codes:
Campers
RVers Cabin Renters
-
7/29/2019 Mozingo Rebranding Presentation
16/119
2011 ZIP Codes:
Campers
RVers Cabin Renters
-
7/29/2019 Mozingo Rebranding Presentation
17/119
6 members
Represent target groups
Variety of interests Mozingo visitors
- Michelle Drake
-
7/29/2019 Mozingo Rebranding Presentation
18/119
In-person Interviews: 217
Online Survey: 299
Total: 516
-
7/29/2019 Mozingo Rebranding Presentation
19/119
How do people feel
about Mozingo?
Conducted SixQuestions in 60
Seconds for Mozingo
in-person interviews
Bearcat Zone on
Family Day
Hy-Vee
-
7/29/2019 Mozingo Rebranding Presentation
20/119
-
7/29/2019 Mozingo Rebranding Presentation
21/119
-
7/29/2019 Mozingo Rebranding Presentation
22/119
Would you recommend a visit to Mozingo to yourfriends or family?
-
7/29/2019 Mozingo Rebranding Presentation
23/119
Which of the following names best describes the entireMozingo complex?
-
7/29/2019 Mozingo Rebranding Presentation
24/119
Which of the following names best describes the entireMozingo complex?
-
7/29/2019 Mozingo Rebranding Presentation
25/119
-
7/29/2019 Mozingo Rebranding Presentation
26/119
-
7/29/2019 Mozingo Rebranding Presentation
27/119
-
7/29/2019 Mozingo Rebranding Presentation
28/119
-
7/29/2019 Mozingo Rebranding Presentation
29/119
-
7/29/2019 Mozingo Rebranding Presentation
30/119
-
7/29/2019 Mozingo Rebranding Presentation
31/119
-
7/29/2019 Mozingo Rebranding Presentation
32/119
-
7/29/2019 Mozingo Rebranding Presentation
33/119
-
7/29/2019 Mozingo Rebranding Presentation
34/119
-
7/29/2019 Mozingo Rebranding Presentation
35/119
-
7/29/2019 Mozingo Rebranding Presentation
36/119
-
7/29/2019 Mozingo Rebranding Presentation
37/119
-
7/29/2019 Mozingo Rebranding Presentation
38/119
-
7/29/2019 Mozingo Rebranding Presentation
39/119
-
7/29/2019 Mozingo Rebranding Presentation
40/119
-
7/29/2019 Mozingo Rebranding Presentation
41/119
-
7/29/2019 Mozingo Rebranding Presentation
42/119
-
7/29/2019 Mozingo Rebranding Presentation
43/119
-
7/29/2019 Mozingo Rebranding Presentation
44/119
-
7/29/2019 Mozingo Rebranding Presentation
45/119
-
7/29/2019 Mozingo Rebranding Presentation
46/119
-
7/29/2019 Mozingo Rebranding Presentation
47/119
-
7/29/2019 Mozingo Rebranding Presentation
48/119
-
7/29/2019 Mozingo Rebranding Presentation
49/119
-
7/29/2019 Mozingo Rebranding Presentation
50/119
-
7/29/2019 Mozingo Rebranding Presentation
51/119
-
7/29/2019 Mozingo Rebranding Presentation
52/119
-
7/29/2019 Mozingo Rebranding Presentation
53/119
-
7/29/2019 Mozingo Rebranding Presentation
54/119
-
7/29/2019 Mozingo Rebranding Presentation
55/119
-
7/29/2019 Mozingo Rebranding Presentation
56/119
-
7/29/2019 Mozingo Rebranding Presentation
57/119
-
7/29/2019 Mozingo Rebranding Presentation
58/119
-
7/29/2019 Mozingo Rebranding Presentation
59/119
-
7/29/2019 Mozingo Rebranding Presentation
60/119
-
7/29/2019 Mozingo Rebranding Presentation
61/119
Consistent Information
Unified Branding
Easy to update and maintain
-
7/29/2019 Mozingo Rebranding Presentation
62/119
Mozingo Lake Recreation Area is too long
Optimum URL length is 7-13 characters
URL has been secured for 1 year
-
7/29/2019 Mozingo Rebranding Presentation
63/119
-
7/29/2019 Mozingo Rebranding Presentation
64/119
9 test participants
6 tasks each
Interacted with: Navigation Prototype
Mozingogolf.com
Maryville.org
-
7/29/2019 Mozingo Rebranding Presentation
65/119
Data collected:
Completion rate
Verbal feedback Navigation path
-
7/29/2019 Mozingo Rebranding Presentation
66/119
Findings: Mislabeled or
misleading page names
Outdated Information
Missing or BrokenContent Working tee time
system
RV/Cabins/Camping
Reservation System Comprehensive
Calendar
Email Subscription
Online Store
-
7/29/2019 Mozingo Rebranding Presentation
67/119
Intuitive Navigation
Easy to edit and update
Inexpensive Comprehensive content
Additional functionality
Tee Time Reservation System
Camping/Lodging Reservation System
Online Store
Email Subscription
http://www.mozingolake.com/ -
7/29/2019 Mozingo Rebranding Presentation
68/119
Inexpensive
Easy to use
Very flexible system Thousands of plugins
Website is already built
Hire an Intern
Re-write content
Update website regularly
Manage email subscriptions
http://www.mozingolake.com/ -
7/29/2019 Mozingo Rebranding Presentation
69/119
-
7/29/2019 Mozingo Rebranding Presentation
70/119
-
7/29/2019 Mozingo Rebranding Presentation
71/119
-
7/29/2019 Mozingo Rebranding Presentation
72/119
-
7/29/2019 Mozingo Rebranding Presentation
73/119
Mozingo Lake Recreation Area will be able to:
Build personal relationships
Drive traffic to new website
Promote events, services, and new logod
merchandise
-
7/29/2019 Mozingo Rebranding Presentation
74/119
Which of the following sources typically provideyou information about Mozingo activities?
-
7/29/2019 Mozingo Rebranding Presentation
75/119
Personally connect with audience
Group discussions
Fans have a sense of ownership Become more invested in the brand
-
7/29/2019 Mozingo Rebranding Presentation
76/119
One person for lake and one person for golf
course
Ensure most correct information is reachingaudience
-
7/29/2019 Mozingo Rebranding Presentation
77/119
Engage in real-time conversations
Provide quick feedback
Encourage audience participation
Share memories/thoughts/photos
Update regularly
Post current information
Monitor all activity
-
7/29/2019 Mozingo Rebranding Presentation
78/119
-
7/29/2019 Mozingo Rebranding Presentation
79/119
-
7/29/2019 Mozingo Rebranding Presentation
80/119
-
7/29/2019 Mozingo Rebranding Presentation
81/119
-
7/29/2019 Mozingo Rebranding Presentation
82/119
Online Directories
Review Sites
Mapping Event Calendars
GPS Systems
-
7/29/2019 Mozingo Rebranding Presentation
83/119
VisitMO.com
AutoClubMO.AAA.com
RVParkReviews.com GolfDigest.com
-
7/29/2019 Mozingo Rebranding Presentation
84/119
VisitMO.com
AutoClubMO.AAA.com
RVParkReviews.com GolfDigest.com
-
7/29/2019 Mozingo Rebranding Presentation
85/119
VisitMO.com
AutoClubMO.AAA.com
RVParkReviews.com GolfDigest.com
-
7/29/2019 Mozingo Rebranding Presentation
86/119
TripAdvisor
Yelp!
PGA.com FishHound
Campster
-
7/29/2019 Mozingo Rebranding Presentation
87/119
TripAdvisor
Yelp!
PGA.com FishHound
Campster
-
7/29/2019 Mozingo Rebranding Presentation
88/119
Google Maps
MapQuest
Yahoo/Bing/Yellow Pages
-
7/29/2019 Mozingo Rebranding Presentation
89/119
Google Maps
MapQuest
Yahoo/Bing/Yellow Pages
-
7/29/2019 Mozingo Rebranding Presentation
90/119
Google Maps
MapQuest
Yahoo/Bing/Yellow Pages
-
7/29/2019 Mozingo Rebranding Presentation
91/119
Google Maps
MapQuest
Yahoo/Bing/Yellow Pages
-
7/29/2019 Mozingo Rebranding Presentation
92/119
Google Maps
MapQuest
Yahoo/Bing/Yellow Pages
-
7/29/2019 Mozingo Rebranding Presentation
93/119
Garmin
NavTeq
Google Maps
-
7/29/2019 Mozingo Rebranding Presentation
94/119
-
7/29/2019 Mozingo Rebranding Presentation
95/119
Garmin
NavTeq
Google Maps
-
7/29/2019 Mozingo Rebranding Presentation
96/119
Ad Spending Recommendations
Rebranding Campaign Plan
Long-term Advertising Plan Return on Investment
-
7/29/2019 Mozingo Rebranding Presentation
97/119
$25,000 for Rebranding Campaign
Outdoor
Radio
Print
$15,000 for other efforts
$40,000 Budget
-
7/29/2019 Mozingo Rebranding Presentation
98/119
Outdoor
-
7/29/2019 Mozingo Rebranding Presentation
99/119
Billboard $1,374
Billboard $2,274
Billboard $2,444
Billboard $3,980
OutdoorMedium Cost
OUTDOOR TOTAL: $10,072
Campaign Total:
Outdoor: $10,072
$10,072
TOTAL:
-
7/29/2019 Mozingo Rebranding Presentation
100/119
97.1 The VILL $1,400
95.9 KNIM $1,400
106.7 KZLX $760
90.5 KXCV $1,500
RadioStation Cost
RADIO TOTAL: $5,060
Campaign Total:
Outdoor: $10,072
Radio: $5,060
$15,132
TOTAL:
-
7/29/2019 Mozingo Rebranding Presentation
101/119
Maryville Daily Forum $1,970
PrintPublications Cost
PRINT TOTAL: $8,474.38
Campaign Total:Outdoor: $10,072
Radio: $5,060
Nodaway News Leader $2008Northwest Missourian $581.25
New Student Guide $115.13
$23,606.38
TOTAL:Chamber Viewbook $3,800
Print: $8,474.38
-
7/29/2019 Mozingo Rebranding Presentation
102/119
Google Keywords
Missouri Tourism Magazines
Trade Shows
-
7/29/2019 Mozingo Rebranding Presentation
103/119
Google
-
7/29/2019 Mozingo Rebranding Presentation
104/119
Google
-
7/29/2019 Mozingo Rebranding Presentation
105/119
Google
-
7/29/2019 Mozingo Rebranding Presentation
106/119
Google
-
7/29/2019 Mozingo Rebranding Presentation
107/119
GoogleMagazine Missouri Traveler Guide
AAA Midwest Traveler
Guide Recommended by Missouri
Department of Tourism
Free brochure
Free highlighted listing
-
7/29/2019 Mozingo Rebranding Presentation
108/119
GoogleTrade Shows Distribute info directly to target
Kansas City Boat and Sport Show
Omaha Boat Sports and Travel Show Des Moines Boat Sports and Travel Show
-
7/29/2019 Mozingo Rebranding Presentation
109/119
-
7/29/2019 Mozingo Rebranding Presentation
110/119
Total Rebranding Cost: $25,394.40
Return on Investment: $16,741.56
-
7/29/2019 Mozingo Rebranding Presentation
111/119
Maryville plans to construct new
community gateway sign
-
7/29/2019 Mozingo Rebranding Presentation
112/119
Maryville plans to construct new
community gateway sign
-
7/29/2019 Mozingo Rebranding Presentation
113/119
Mozingo growth is coming A solid Mozingo image/brand is
needed for successful growth
2 rebranding concepts & logos
Advertisements to introduce the new
Mozingo Lake to the community
-
7/29/2019 Mozingo Rebranding Presentation
114/119
MozingoLake.com comprehensive website Facebook.com/MozingoLake
comprehensive social media platform
Zazzle.com/MozingoLake logodmerchandise
Online Marketing for a consistent image
Mozingo signage
$40,000 Budget
-
7/29/2019 Mozingo Rebranding Presentation
115/119
-
7/29/2019 Mozingo Rebranding Presentation
116/119
-
7/29/2019 Mozingo Rebranding Presentation
117/119
-
7/29/2019 Mozingo Rebranding Presentation
118/119
-
7/29/2019 Mozingo Rebranding Presentation
119/119
Strengths: Excellent
destination
Opportunities: Consistent brand for
future development
Threats: Sense of local
ownership
Weaknesses: No marketing planor staff