Table of Contents Executive Summary............................................................................3 Situation Analysis..............................................................................4 SWOT Analysis..................................................................................5 Creative Breif Objective..........................................................................................6 Target Audience................................................................................7 Strategy............................................................................................8 Media Plan Media Mix........................................................................................9 Media Schedule & Budget..................................................................10 Creative Executions Outdoor.........................................................................................11 Social Media....................................................................................13 Television.......................................................................................14 Radio.............................................................................................15 Community....................................................................................16 Conclusion.....................................................................................17
Table of Contents 2
Executive Summary Hoodoo is faced with the challenge of becoming a stand-out ski area for families. With winter sports being a competitive industry in Oregon, team SAKi BoMD is looking to increase name recognition and awareness about Hoodoo Ski Area. We want to increase Hoodoo’s awareness to people who have never been there, as well as remind those who have been there of why it is a great place to go to for a fun day of skiing, snowboarding, or inner tubing. We will accomplish this by targeting parents ages 28 to 45 who live in the Willamette Valley.
These people live an active lifestyle and enjoy engaging in outdoor activities. To achieve this we will look to many media outlets such as television, radio, interactive billboards, and social media, to bring awareness about Hoodoo to these people. As a secondary audience, we will be targeting children in grade schools by having them participate in creative activities to bring awareness to Hoodoo’s family-friendly atmosphere. Using these outlets and activities, we will make a positive association with Hoodoo’s brand by making people aware of its family-friendly community, its convenient layout and location, and its wide variety of runs.
3 Executive Summary
Situation Analysis Throughout our research, visiting Hoodoo Ski Area, and our own personal experiences, we learned that the major problem with Hoodoo is the lack of knowledge, along with a negative overtone. What we expected Hoodoo to be, and what it was, were two completely different things. When looking online, talking to those who have skiied Hoodoo before, and with our own personal perceptions, we were lead to believe that Hoodoo is a small mountain with little potential, and “kiddy runs” that one is able to quickly outgrow. But in all actuality, Hoodoo has runs ranging from black diamonds to a beginner slope, a cozy lodge, and a community atmosphere where skiers of all levels are welcomed. Through our campaign to revamp the image of Hoodoo Ski Area, we decided to focus on the potential promotion aspects. As of now, Hoodoo has radio advertisements including on-air radio giveaways, Three Creek Brewery partnership, a Facebook group which is updated daily, a Twitter account which tweets 2-3 times per day, a Blog on the Hoodoo website which is updated every 3-4 days, but we have found that most of Hoodoo’s business is from word of mouth communication. By relying on word of mouth communication, the Hoodoo name is forced to be associated with negative experiences, along with positive experiences. As a group we are inclined to change this connotation by showing Oregonians the true Hoodoo.
Situation Analysis 4
Strengths • Community • Family-oriented • Easily accessible
Opportunities • Centrally located • Large snowsport population • Accessibility to multiple markets
Threats
• Larger mountains • Lack of awareness • Negative connotation
Weaknesses • Lack of transportation • Lifeless décor
5 SWOT Analysis
Objective Hoodoo’s objective is to bring awareness to people that have not been there before, and to reintroduce the brand to those who have been there. When people are looking for a mountain to go to, we want them to think of Hoodoo first.
Objective 6
Target Audience Target Adults between the ages of 28-45. They are married with two children ages 4 and 12, and live in Linn County. This person has a stable, salary-paying job with weekends off. They drive a hybrid SUV because they are conscious of the environment. They have an active lifestyle and enjoy being outdoors. They are always looking for something fun to do on the weekends that will get them out of their house. They enjoy taking their children with them on outdoor adventures, but want to make sure they will be safe. Current Thought “Hoodoo is a small, non-challenging mountain, where I learned to ski when I was younger. I have not been there in years, but I would go back if I found a cheap ticket.” Desired Thought “Hoodoo is more than just a ski area, it is a community where I feel safe to bring my family. I learned to ski here, and I want my children to learn to ski and snowboard here too. They have hidden gem runs, a great ski school, and a friendly staff.”
7 Target Audience
Strategy Single Most Important Thought Hoodoo is family-oriented ski area with runs for all skill sets. They create a tight knit community that makes you feel right at home. Support Hoodoo has a large spacious lodge where families can relax while taking a break from the mountain. Their employees are truly happy to work at the ski area, which creates a positive environment. Hoodoo has many customers that have been coming to the mountain with their children for years, which helps create the feeling of community and family at the ski area. They have a great ski school with instructors who provide quality lessons to beginners. They have runs for beginners, intermediate, and advanced skiers and snowboarders.
Situation Analysis 8
Media Mix TV Advertisements
Summary: The area has something for everyone in the family. Show different members of the family enjoying the different attributes of the mountain. A young child enjoying the bunny slope, a teenager enjoying the terrain park, and Objective: Demonstrate how Hoodoo Ski Area is a mountain that can appeal to everyone.
Buses
Summary: Create a full bus wrap that allows it to appear that everyone on the bus is riding a chairlift up to Hoodoo. Objective: Demonstrate that Hoodoo is easy to get to and is not as far away you think it is.
Billboards
Summary: Snow and weather conditions on billboards along I-5 in Albany. The billboards will change as conditions change. Objective: Illustrate that there is snow and decent conditions at Hoodoo. 6 Digital Boards, $300/month, 3 month commitment in Salem 9 Media Mix
Media Schedule & Budget Hoodoo Ski Area
Cash Budget: $60,000 Trade Budget: $60,000 Media Budget and Schedule Months October November December January February March April May Weeks 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Media TV Ads
Cost
Spots
12
12
8
8
8
8
8
8
8
8
8
8
8
8
6
$12,640 $2,000
6
Production
Busses
$34,000
Billboards
$2,400
Radio
5
5
5
8
8
8
12
12
12
12
12
12
12
12
8
8
8
8
8
8
8
8
5
5
5
$6,200
Social Media
$500
Kids’ Programs
$400 Total $58,140
10 Media Schedule
Interactive Billboard We want to have billboard notify the public with up-to-date weather information. This is a constant reminder that there is activity up at the mountain, getting people to think further than their current location. The snow alerts will also inspire people to want to grab their gear for the slopes.
11 Creative Execution
Bus Wraps and Pick up Locations Bus wraps are appealing way to attract attention to Hoodoo while increasing efficiency by mobilizing the advertisement. The bus wrap will appear as if the passengers are actually skiers on a snow lift. Hoodoo owns school buses for employee transportation that have no use in the off-season. Adding a Park and Ride option appeals to many people because of the ease to visit the mountain. To increase awareness of this option, we will place buses with banners around cities where pick-ups for the park and ride would be.
Hoodoo Park & Ride This location, this winter
Creative Execution 12
Photos and Social Meida Lets combine photos and social media to increase customer interaction and recognition. Adding a camera to the lift pole adds an extra attraction to get people excited about Hoodoo. Not only can you take home a funny picture of you and your friends riding up the mountain, you can pay extra to have someone follow you down for those professional photos you’ve always wanted. At the lodge you can pick and print the best ones, as well as upload them immediately to your social media to share with friends.
13 Creative Execution
TV Advertisement People aren’t familiar with the amazing qualities that Hoodoo beholds, so lets start our TV ad’s out with some visuals to let the pictures do the work.
The 30-second block will be divided into three main focus factors for: Kids, Adults, and Joint activities. While show casing each unique feature of Hoodoo, we can identify different parts of our target group. The first 10 seconds will feature the tube run and terrain park, the next 10 seconds will showcase Hoodoo’s challenging diamond runs for the parents and the last frames will show off the new lodge, with the whole family together.
Creative Execution 14
Radio Advertisement Continuing our weather update campaign, radio advertisements will represent PSAs about current weather conditions at Hoodoo. Since radio production costs are relatively low, the updates will change every week.
(Identifiable bell ring) NARRATOR: This is your Hoodoo Mountain Resort weather update. Last week’s total snowfall was __ inches and an average temperature of __ degrees. This weekend we plan to expect more snow and a temperature of __ degrees. Remember, when you can’t find snow where you are, you can always rely on Hoodoo. This has been your Hoodoo Mountain Resort weather update. (Identifiable bell ring)
15 Creative Execution
Art Contest for Children We need to get the kids excited about going up to the mountain as much as the adults. Kids can enter snowflake contests within local schools and afterschool programs such as the Boys and Girls club and the YMCA and then get to see their work hanging in the lodge up at Hoodoo. This will get the kids wanting to go up to show off their work, and it will get the parents attention narrowed to this specific location.
Creative Execution 16
Evaluation Interactive Billboard Although there is no actual way to record the exposure the billboards will get, we will strategically place the billboards on highways throughout the Willamette Valley such as I-5 and HWY 126. Bus Transportation We will measure the success of the buses as transportation to Hoodoo by recording the amount of people who use the buses and how often they are needed. Television There is no direct way to evaluate the success of the television advertisements, but to make sure there is a large viewership, we will put the commercials on channels that have a high cost-per-thousand. Radio The radio advertisements will be doing giveaways and contests which will have people call in to participate. We will see the success of this by the amount of people calling in and participating in the contests. On the radio advertisements we will be telling the listeners the current temperature and amount of snow at Hoodoo. We will be able to see the success of this by the increase in people at the mountain. Art Contest The art contest success will be judged on how many kids participate in the snowflake contest. Social Media The Facebook page will be evaluated by the amount of “likes” the page gets and by how many people are posting on the “wall.” The Twitter page will be judged by how many people mention Hoodoo in their tweets, along with how many people “retweet” Hoodoo’s tweets. The YouTube account will be evaluated by the amount of “views” each video gets. Lastly, the Instagram’s success will be judged by the amount of “likes” on photos.
17 Conclusion
Behind the Book... Stephanie Brandt
Account Manager Stephanie has never skied or snowboarded but enjoys sitting in a cabin next to a fire watching the snow fall. She also enjoys making snow angels in the first snow of every winter.
Allie Deane
Media Planner Allie has been skiing since she was 6 years old. Her first memory going down a mountain was in California wearing hot pink from head to toe. She hates pink.
Megan Parkin
Account Planner Megan’s most memorable ski experience is when she visited Whistler a few years ago. Although most of her time is spent sitting in the snow, she always finds a way to enjoy herself.
Benjamin Ierien
Katie Turtura
Art Director Copy Writer Ben shreds powder and Katie is a boarder who loves to get crazy in the has just started venturterrain park. He has ing into new heights of been snowboarding for the terrain park. She six years and has never learned how to snowmissed a winter since. board out of desperation after her brother stranded her on her first run on a slope.
Conclusion 18
University of Oregon SOJC Campaign Project Spring 2012 Stephanie Brandt T Allie Deane Megan Parkin T Benjamin Ierien Katie Turtura