Research Report and Campaign Strategy

RecommendationsJon 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

4May 6, 2008

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