Research Report and Campaign Strategy

RecommendationsJon Whitely, Inc.

May 6, 2008

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

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

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

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)

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

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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