Creative Marketing Project

Improving the Adopt-A-Trail Program

Holmen DECA Chapter

Holmen High School

1001 McHugh Road

Holmen, WI 54636

Kendra Nedegaard and Ashley Amundson

January 20, 2013

TABLE OF CONTENTS

I. EXECUTIVE SUMMARY.............................................................................1

II. INTRODUCTION............................................................................................2

A. Statement of Problem...................................................................................2

B. Significance of the problem studied.............................................................3

C. Background information..............................................................................3

III. PROCEDURES AND RESEARCH METHODS USED..............................4

A. Description of secondary (library) research conducted: books, articles

and other sources on market research, local descriptive data, etc...............

B. Description of primary research conducted ................................................5

C. Description of involvement of chapter members and businesspeople in

the project.....................................................................................................

IV. FINDINGS AND CONCLUSIONS................................................................6

A. Presentation of findings, data to support findings.......................................6

B. Presentation of conclusions, rationale to support conclusions...................16

V. RECOMMENDATIONS...............................................................................18

A. Recommendations resulting from the study..............................................18

B. Projected outcomes from implementing the recommendations.................21

C. Plan for implementing the recommendations............................................22

D. Evidence that the project has been presented to the appropriate business

and/or government officials who would benefit from the study................23

VI. BIBLIOGRAPHY..........................................................................................24

VII. APPENDIX.....................................................................................................25

I. EXECUTIVE SUMMARY

Statement of the ProblemIt is necessary to provide a safe route for the children to travel from the north to south end of Holmen as well as to the Town of Holland. This is accomplished through the Halfway Creek Trail and Holland Bluff Trail. There is a current issue regarding the upkeep of the existing trails. Without community involvement these trails will continue to deteriorate and become hazardous for the community members who frequent it. Therefore, it is essential to maintain the quality of these trails, which is the goal of the Adopt-A-Trail program. Research Methods

Teacher and Student Surveys Focus Group Interview- Michael B. Brogan (Holmen Park and Recreation Director) Websites- Village of Holmen, La Crosse area description

Chapter InvolvementDECA students were involved in helping us with our research by completing and distributing our surveys to the students at Holmen High School. They provided additional assistance by completing some of the surveys themselves. Furthermore, they provided us with their opinions regarding the bike trail and the Adopt-A-Trail program. The DECA members were also able to be involved in the focus groups established. Some chapter members also attended the second meeting with Michael B. Brogan when the marketing plan for the Adopt-A-Trial program was discussed. Our interview with Michael B. Brogan helped us receive the information needed in order to come up with plans for solving the lack of advertising and general community awareness of the Adopt-A-Trail program. The subsequent meetings held provided us with further information and feedback regarding our approach to marketing the program. Findings and ConclusionsIn general, most people believe that the current maintenance of the trail needs to be addressed. We found that most of the community members would agree that the trails must be kept clean in order to continue using the trails for safety reasons. We found from our interview focus groups that there are multiple ways to solve this problem and concluded that a marketing approach that combined multiple forms of advertising would be the most efficient. Recommendations

Implementing a direct marketing campaign with flyers and brochures. Utilizing social media including Facebook and Twitter for indirect marketing. Having a sales promotion with a 5% discount towards the $300 cost of adopting a

section of the trail for “followers” of our Twitter page and “likers” of our Facebook page.

Establishing a public relations aspect by planning a 5K Run/Walk/Bike day in the community promoting healthy lifestyles.

We, Ashley Amundson and Kendra Nedegaard, as well as Michael Brogan will speak to community members about the Adopt-A-Trail program at the planned events and to local organizations/businesses.

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II. INTRODUCTION

A. Statement of problem

Holmen, Wisconsin (located in the south eastern section of the state in La

Crosse County) is a constantly expanding community. Many of the residents are

middle aged families with young, school aged children. It is necessary to provide

a safe route for the children to travel from the north to south end of Holmen as

well as to the Town of Holland. This is accomplished through the Halfway Creek

Trail and Holland Bluff Trail. There is a current issue regarding the upkeep of the

existing trails. Without community involvement these trails will continue to

deteriorate and become hazardous for the community members who frequent it.

Therefore, it is essential to maintain the quality of these trails, which is the goal of

the Adopt-A-Trail program. The Adopt-A-Trail program allows community

organizations to adopt 1/2-mile portions of the Halfway Creek Trail or the

Holland Bluffs Trail. Adopting can be done by businesses, individuals, schools,

college organizations, church groups, service clubs, teams, corporations, etc.

Sponsors will adopt a half-mile portion of the trail and participate in at least 3

clean up days per year. In order, to adopt you must fill out an application, pay a

fee of $300, and be approved by the Village of Holmen, Town of Holland, and

Town of Onalaska. This existing program has made a positive impact on the

trails; however, the ad campaign has not been updated in three years.

B. Significance of the problem studied

Because of the current insufficient marketing techniques, Holmen

community members are unaware of the Adopt-A-Trail program, so the additional

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nine sections of the trail remain un-adopted. (Please refer to Figures 1 and 2

located in the Appendix for a further explanation of un-adopted trail sections.) As

the community continues to expand, the Holland Bluff Trails will be frequented

more often which will increase the demand of upkeep.

C. Background information: description of the business, community situation

or whatever is necessary to understand the value of the project.

Holmen is a village in La Crosse County of Wisconsin with a population

of approximately 9,100; this includes 2,700 households of which 50% have

children under the age of 18. These statistics make Holmen, Wisconsin one of the

largest villages in southwestern Wisconsin. The neighboring Town of Holland is

projected to continue to expand. Its current

population is approximately 3,800 with 46%

of households including children. The shared

Halfway Creek and Holland Bluff Trails

include 8.5 miles of crushed limestone and

blacktop trails extending from the Village of

Holmen into the Town of Holland. These

trails are free for public usage and are a

common mode of transportation.

The Adopt-A-Trail program, since its initiation, has worked to "improve

the condition and monitoring of the trails. Community support and adoption

enhances the beauty, upkeep, and sense of ownership of the trails beyond what

can be monitored by Village of Holmen, Town of Onalaska, and Town of Holland

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maintenance staff" (Holmen, WI). The Adopt-A-Trail program is similar to the

Adopt-a-Highway program, where groups are able to adopt a portion of the

highway and then help keep the sides of the highway looking clean and neat. The

Adopt-A-Trail is a similar concept, where groups can adopt a half-mile portion of

the trails and then agree to keep their portion of the trail looking nice and free of

debris/garbage and the group will be recognized with signage on their portion of

the trail.

III. PROCEDURES AND RESEARCH METHODS USED

A. Description of secondary (library) research conducted: books, articles and

other sources on market research, local descriptive data, etc.

We conducted our research by utilizing internet sources. All of our

secondary research was found on the Village of Holmen's website. On this

website we were able to obtain the contact information in order to set up

interviews. We acquired additional secondary research through the brochures,

fliers, and maps available at the Holmen Village Hall. These resources informed

us of the history and layout of the current trail. We also received an overview of

the current Adopt-A-Tail program as well as the current members of this program

through these sources. Obtaining this information was essential in order to

establish a justifiable target market.

B. Description of primary research conducted

We used two primary research methods that consisted of an interview and

surveys. We interviewed the person we felt would be the most knowledgeable on

the combined trails: Michael B. Brogan. Mr. Brogan is the Park and Recreation

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Director at the Village of Holmen. He oversaw the first ad campaign and

expressed his interest in updating and augmenting the Adopt-A-Trail program.

The second research method we used was surveying. We created two

different surveys; one for students, and the other for staff and other adults. We

distributed the adult surveys to every teacher's mailbox, placed a few in the

teacher's lounge, and handed out surveys to other adults in the community. The

adults provided us with a better understanding of what improvements this

demographic expects for the bike trails. They also provided information on how

often they use the bike trail and their previous experiences regarding the

maintenance and quality of the trails. Our student survey was distributed to

several marketing/business classes at Holmen High School including the

Entrepreneurship class, Marketing and Business Concepts, and Sports and

Entertainment Marketing. The surveys were also completed by students outside

of the marketing classes in a random sample survey. In addition, all the

remaining surveys were completed by our Holmen DECA Chapter, consisting of

over 300 students. The variety of students provided us with their input on any

suggestions as well as background knowledge of the bike trails. We felt it

necessary to survey both adults and students in order to assess the problem more

effectively. This research method will aid us in resolving the problem regarding

the Adopt-A-Trail Program for the Halfway Creek and Holland Bluff Trails.5

C. Description of involvement of chapter members and businesspeople in the

project

We involved our DECA chapter by surveying them. We passed our

surveys out during the marketing and business classes. The DECA members also

helped us in providing their opinions with our project. A few members helped in

the distribution of our surveys to the teachers and students of Holmen High

School. We also held a focus group for DECA members, in which they could

participate. Through this focus group we were able to openly discuss suggestions

for our upgraded marketing plan and the source of the issues regarding the bike

trails.

IV. FINDINGS AND CONCLUSIONS

A. Presentation of findings, data to support findings

We received the most valuable information through our interview with the

Park and Recreation Director of the Village of Holmen, Michael B. Brogan.

Throughout our interviews we discovered the main areas where the initial

advertising campaign had faults. To begin with, we had to establish a background

knowledge of the Halfway Creek and Holland Bluff Trails. In order to do so, we

analyzed the various maps indicating the location of the Halfway Creek Trails and

asked questions regarding the amount of traffic the trail receives annually. We

determined the trail was used by many citizens of all ages, especially families.

Consequently, as the Holmen and Onalaska communities expand in population,

the trails will become even more frequented. This is especially important because

from 2000 to 2010, the population of La Crosse County has increased

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significantly by more than forty-five percent. Therefore, statistically, the

population of Holmen in the year 2020 will be around 13,195. This is an increase

of 4,095 citizens who will potentially use the bike trail for recreational purposes.

Furthermore, we came to the conclusion that the location of the bike trail

created an easy and safe route between many of the most visited community

centers. This includes close proximity to the post office, aquatic center, library,

Holmen Middle School, Holmen High School, Evergreen Elementary School,

Viking Elementary School, and the Village Hall.

After gathering our background information. we asked questions to learn

if there are any plans for the future expansion of the marketing program currently

in place for the Adopt-A-Trail program and otherwise bike trails. The response

was that the bike trail itself will be expanding in the future including further

routes and access points to the main roads and neighborhoods of the surrounding

communities. However, there is no plan of action for doing any further expansion

with the Adopt-A-Trail program's advertising campaign, although Michael

Brogan felt an improved marketing plan would be necessary to continue the

Adopt-A-Trail program. Michael B. Brogan provided rational for this by stating

that the portions of the bike trail that will be added in the future, as well as the

existing sections with no adopters, will require a larger awareness in the

community in order to have citizens adopt these sections.

Supplementary information was provided by our peers and adults in the

community regarding the Halfway Creek and Holland Bluff Trails as well as their

knowledge on the Adopt-A-Trail program. We gathered their input and

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suggestions through focus groups and informal discussions. We were surprised

by the amount of people who use the trail frequently as a means of transportation.

Many of the adults prefer this method of transportation during the summer months

as an economical way for their families to exercise. The majority of our peers

also use this trail as less of an economical choice, and more of an outlet for

exercise and social gatherings.

In our discussions, we realized that there is not a sufficient method being

implemented to create awareness of the Adopt-A-Trail program. Our peers were

largely unaware of this program; the majority did not even know it existed. They

suggested possible marketing techniques through printing brochures describing

the program and the trail itself. This discussion led to ideas of distributing

brochures to Holmen faculty members, as well as asking permission to place them

in local businesses that are most often visited by local community members.

They also understood the need to utilize social network sites to increase the

awareness in the community and gain potential adoptees. Together, we also

discussed the current conditions of the bike trails.

Throughout our focus groups, it was most commonly believed that the

trail was decently maintained, but improvements could be made and were

definitely necessary for the growth of the trail in the future. We found that this

belief was most prevalent to the adults in the community. They commonly felt

that some areas of the trail had potential hazards such as broken glass, trash, pop

cans, uneven grounds, and natural debris. For our peers, the inadequate

maintenance was less of an issue, but was still commented on various times.

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These two primary sources were essential in establishing a foundation for our

improved marketing plan of the Adopt-A-Trail program.

(The following are the graphed results of our student surveys.)

The above graph represents the results from Question One in our survey.

We asked our peers whether or not they have ever used the current bike trails.

Our results show the overwhelming amount of people who use the Halfway Creek

or Holland Bluff Trails. As indicated, ninety-four percent of our peers have used

this trail while only six percent have not utilized the trails. This data is significant

because it demonstrates the need of maintenance since there is such a heavy flow

of traffic on the trails.

94 %Yes

6% No

Have you personally used the Halway Creek or Holland Bluff bike trails?

9

The graph above represents how many times our peers have used the trail

in the past two years for recreational purposes. Our results indicate that six

percent have never used the trail, twenty-three percent have used the trail one to

two times, seventeen percent have used the trial two to five times, thirty-five

percent have used the trail five to ten times, and nineteen percent of our peers

have used the trail more than ten times. This proves many of our peers frequent

the trail, making it a necessity in the community.

Never 1-2 times 2-5 times 5-10 times 10+ times0%

5%

10%

15%

20%

25%

30%

35%

40%

How many times have you used the trail in the past 2 years?

Percentage of people

Yes29%

No71%

Have you heard of the Adopt-A-Trail program or seen any advertisements for

it?

10

The graph on the bottom of the previous page represents the awareness of

the Adopt-A-Trail program in our peers. The opinions of our peers regarding this

issue are valuable because increasing the awareness of the Adopt-A-Trail program

is the main objective of our Creative Marketing Project. As depicted on page 10,

seventy-one percent of our peers are entirely unaware of this program and

furthermore have seen no advertising explaining the cause. Only fifteen out of the

fifty surveyed actually know what this program is or have seen any sort of

advertisement.

The chart above indicates our results in our peer survey when we asked for

their opinions on the upkeep and maintenance of the current bike trails. It is

apparent that our peers view the current maintenance of the bike trail to be

mediocre. The majority of the students ranked the maintenance between three

and eight, with an obvious peek at six. This data indicates our peers

1 2 3 4 5 6 7 8 9 1005

1015202530354045

How would you rank the maintenance of the Halfway Creek and Holland Bluff Trails?

(1 being poor, 10 being excellent)

Percentage of people

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acknowledgement towards a possible improvement of the safety and cleanliness

of the trails.

The graph shown above demonstrates the mediums our peers use to

receive information regarding upcoming events and benefits in the community.

As shown above, the most prevalent are Facebook, in which twenty-three percent

stated was their primary way to attain news, and Twitter which boasts thirty-seven

percent of students stating this medium is their way to hear about events. This

data is the most essential because it is necessary to document the most effective

ways of advertising in our age group, so our advertising campaign can focus in on

Facebook and Twitter as the primary advertising method for the young people of

our community.

Faceb

ook

Twitter

T.V. A

dvertism

etns

Radio Adver

tismen

ts

Flyers

/ Bro

chures

Classifi

ed Adve

rtisemen

ts0

10

20

30

40

Most commonly used types of media

Percentage of people

12

The graph shown above demonstrates our survey results that were directed

towards the adults in the community. The above question prompts if they

themselves or their family have ever used the current trails. Seventy-six percent

of the surveyed adults stated they had previously used the Halfway Creek and

Holland Bluff bike trails. This shows that not only are our peers frequenting the

trails, it is also many families' and adults' source of recreation.

Lack o

f public

restro

oms

Location

Unclean

liness

Access

points

Rest st

opsOther

02468

What is your biggest concern regarding the trails?

Series 1

The graph at the bottom of the previous page represents the concerns of

the adults in the community with the current state of the bike trail. As shown,

Yes76%

No24%

Have you/your family used the current bike trails?

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community members are concerned with the cleanliness of the trails since thirty-

two percent marked this as their biggest concern. The categories of other, rest

stops, and lack of public restrooms were the next highest concerns. These

concerns account for a cumulative fifty-six percent of the surveyed adults. This is

essential data because it shows the need for the expansion of the Adopt-A-Trail

program.

The previous chart demonstrates the awareness of the Adopt-A-Trail

program in the adult demographic of the area. As indicated, these results align

closely with the results of the students surveyed. Sixty-eight percent of adults in

the area are unaware of the current Adopt-A-Trail program. These adults, along

with the students who are also unaware, allow us the opportunity to expand the

cause of this program to a new cliental base with an improved marketing plan.

Yes32%

No68%

Are you aware of the Adopt-A-Trail program?

14

As depicted above, when those who were aware of the Adopt-A-Trail

program were asked if they were interested in receiving further information, three

out of eight adults responded positively. This tells us that perspective clients are

willing to look further into this program with a possibility of purchasing when

they are aware of the cause.

Yes38%

No63%

Would you be interested in receiving additional information about adopting a section of the trail?

Faceb

ook

Twitter

T.V. A

dvertism

ents

Radio Adver

tismen

ts

Flyers

/Brochures

Classifi

ed Adve

rtisemen

ts05

101520253035

Percentage that receive information regarding upcoming events and causes in the community most commonly

through this medium

The preceding graph demonstrates the percentage of adults in the

community that use each medium most often to receive information about events

in the community and local causes. This information is vital to our advertising

campaign because it is now apparent that flyers and brochures will be the most

effective way to advertise the Adopt-a-Trail program in the LaCrosse area. A

common trend can be noted regarding Facebook. In both young members of the

community and adults, this social media is often used to acquire information

about the events in the community.

After gathering information through surveying community members and

students, we determined the percentage of people who have used the bike trail in

the past and their experiences. We also discovered the concerns regarding the

bike trail as well as the adoption program. Furthermore, we concluded that an

increase in awareness is essential and necessary in order for the community's

concerns to be addressed through the Adopt-A-Trail program.

B. Presentation of conclusions, rationale to support conclusions

There are multiple ways of increasing the lack of awareness in LaCrosse

County regarding the Adopt-a-Trail program. Through our focus groups and

conversations with members of the community, we came across a few common

responses regarding the most effective forms of advertising in our community.

We concluded that radio, television, and classified advertisements would provide

for three potential marketing outlets.

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One possible marketing strategy would be to implement television

advertisements. The benefits of this technique would be that there would be wide

exposure to many different demographics. We would request to have these ads

aired during the local news around 6:00PM, when most families are home and

watching television. The drawbacks of television advertising are the cost and the

inattention of viewers. It would be much more expensive to run a television ad

than any other form of advertisement.

An additional form of advertising that we have considered is radio

advertisements. We would air our radio ads on the popular local stations in order

to increase our awareness most effectively. The possible benefits of this form of

advertising include creating a memorable impression for those who may not

watch television. The drawbacks of this specific form of advertising is that it is

not cost effective and promotes to the elderly generation, since the majority of the

younger families prefer to listen to iPods or CDs.

Furthermore, another form of advertising that could be utilized would be

to purchase advertisement space in the local La Crosse Tribune as well as the

Holmen/Onalaska Courier. The benefit of this form of advertising is that it is

more cost effective than advertising on television or radio. Utilizing the classified

advertisements would also target the elderly generation because this form of

advertising is more prevalent to this age group. However, this form of advertising

has numerous weaknesses. For instance, as indicated in our student surveys, only

two percent of our peers come into contact with the messages portrayed through

newspapers. Moreover, even the adults surveyed demonstrated the lack of

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exposure to classified advertisements. Therefore, we feel that this form of

advertising would not provide the greatest return on our investment.

Although these three forms of advertising have potential benefits, the

drawbacks outweigh them. The largest drawback that we came across through

our surveys was that our target market commonly disregards these forms of

advertising in regards to community events. Because of this, TV, radio, and

classified advertisements were eliminated when considering our possible

marketing campaign options.

V. RECOMMENDATIONS

A. Recommendations resulting from the study

After analyzing the various options for increasing the awareness in the

community regarding the Adopt-a-Trail program, we have established the main

forms of advertising that will create the most significant return on investment and

will also encompass all five aspects of the promotional mix: direct marketing,

advertising, sales promotions, public relations, and personal selling. We plan to

create and distribute brochures and fliers, implement social media, offer

discounts, host various community events, and personally promote the program.

Initially, we, Ashley Amundson and Kendra Nedegaard, established a

method in which we will employ direct marketing. In order to utilize direct

marketing, we plan to create and distribute brochures and fliers throughout the La

Crosse/Holmen community. These fliers and brochures will include a description

of the location of the bike trails (including access points), as well as further

description on the trails. Pictures will be displayed through these fliers and

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brochures to demonstrate the beautiful scenery. Background information on the

initiation of the Halfway Creek and Holland Bluff bike trails and the mission of

the Adopt-A-Trail program will also be presented. We will include information on

the possible ways to sign up for the Adopt-A-Trail program and the cost of the

program. At the bottom of our advertisements, we will include a statement

regarding our use of social media. These forms of advertising will be used to

increase the awareness of the young population and the adults of the surrounding

community. These advertisements will be placed in local schools including the

Holmen Middle School, Holmen High School, and the four elementary schools.

To gain awareness in the adults in the community, fliers and brochures will be

placed in local business including the local café, library, gym, and restaurants.

Included in the business distribution of our advertisements, we will create a

partnership with the local pizza parlor in order for our fliers to be placed in

consumer's pizza boxes. To benefit the pizza parlor we will include their logo at

the bottom of all of our advertising. Since the majority of the people frequenting

the trail are families, fliers and brochures will also be placed in the La Crosse

County YMCAs. Additional brochures will be handed out at community events

with a family focus. Considering no print advertising has been implemented

previously, we expect that this technique will be very beneficial to the program.

Our ad campaign will also implement the use of advertising through social

media with Facebook and Twitter. We will begin by creating a Facebook page.

Here, we will receive "likers" from those who search the local bike trail as well as

people who referenced our page from our print advertising campaign. For those

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who "like" our page, we will provide updates on the expansion of the Adopt-A-

Trail program and post pictures to generate interest in adopting a section of the

trail. Furthermore, we plan to post the event times when we will be distributing

brochures and providing further information about the bike trails and

corresponding programs. In addition to Facebook, we will also create a Twitter

page in which we will "tweet" about activities on the trail relating to the current

season. This will generate interest and awareness for our Adopt-A-Trail program.

We are certain that the use of social media will be an effective form of advertising

especially among the teenage demographic of the La Crosse community.

In order to incorporate sales promotion, we plan to offer a five percent

discount to all of our Twitter "followers" and Facebook "likers" as an incentive to

adopt a portion of the trail. We chose to offer this discount with the social media

pages because they are commonly used with both younger and older

demographics as opposed to fliers and brochures which are much more common

among our elder target market.

Incorporating the public relations aspect of the promotional mix will

require us to host various community events. For instance, we will plan a

Community Trail Day in which the community will be invited to participate in

activities such as a 5K Run/Walk/Bike event. These non-competitive activities

will create a positive association between the Halfway Creek and Holland Bluff

Trails and our potential community clients. Furthermore, these days will create a

free form of advertising: publicity. We expect that news reporters will attend

such events and create a greater awareness of the local trails.

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In order to capitalize on the community events and increase awareness of

the Adopt-A-Trail program, it is essential to implement a form of personal selling

at these events. For example, a display will be created at the finish line of the 5K

event, so every participant will be informed of the program. At these displays we,

Ashley Amundson and Kendra Nedegaard, as well as Michael B. Brogan, the

Park and Recreation Director, will be available to answer any questions members

of the community have regarding the program. Moreover, we will provide

additional information describing the adoption process to interested individuals.

In addition, there is an opportunity in expanding the Adopt- a- Trail program’s

potential cliental base through advertising directly to surrounding schools,

organizations, churches, and youth groups. To target these potential adoptees, we

will personally hand out fliers specifically related to this demographic by meeting

with these local organizations. This personal selling technique will increase the

awareness of local families and organizations that may be possible clients.

Through our focus groups, informal conversations with community

members, and survey results, we are confident that the marketing plan previously

described will create the largest return on investment and increase the awareness

of the community most effectively.

B. Projected outcomes from implementing the recommendations

The projected outcomes from implementing the recommendations are that

the awareness of the Adopt-a-Trail program will increase in the La Crosse county

from approximately 30% to realistically 40-50%. This would be an increase of as

much as 60% in the awareness in the surrounding communities. Furthermore, as

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the awareness increases, we project the adoption rates to also increase. As

predicted in our survey results 37% of those who know about the program are

interested in finding out more information. With a projected 60% increase in

awareness, it can be assumed that the adoption rates will increase and provide

further profit to the program. It is estimated that from this campaign, 4 more

adoptees will purchase a section of the trail.

C. Plan for implementing the recommendations

The anticipated cost of this advertising campaign is estimated to be around

$273.79. This breaks down into $172.47 for 500 8.5” x 11” brochures and

$101.32 for 500 8.5” x 11” flyers (estimated from www.Uprinting.com). This

money will be generated from the Holmen Village’s Park and Recreation’s

finances. This is a reasonable amount to invest in the campaign, because one

adoption for a section of a trail is more than our total advertising budget. As we

expect that the awareness created in the projected campaign will generate

increased interest in the program, thus escalating the amount of adoptions and

revenue generated from the Adopt-a-Trail program. All in all, the return on

investment is projected to be substantial.

The campaign will be carried out by us, Ashley Amundson and Kendra

Nedegaard, so there will be no labor cost to include. We will implement and

update the social media pages to keep the community updated, as well as

personally place the brochures and flyers in the previously stated locations.

Furthermore, we will conduct planned meetings with the presidents of local

organizations and youth groups on behalf of the Adopt-a-Trail program.

D. Evidence that the project has been presented to the appropriate business

and/or government officials who would benefit from the study

We had a follow-up meeting with Michael Brogan in which we discussed

our plan of action regarding the Adopt-a-Trial program. The meeting took place

on Friday, January 18th, 2013 at the Holmen Village Hall. In addition to this

meeting our budget and objectives of our advertising campaign were presented to

Michael Brogan and his coworkers, who are also associated with the Holmen Park

and Recreation. These local leaders are the most closely related to the Half-way

Creek and Holland Bluffs bike trails, and have the most authority regarding this

aspect of the community. Our marketing plan received a positive response and

further analysis of our strategies will take place in regards to implementing this

plan for the future of the Adopt-A-Trail program. Overall, these village hall

officials believed that our marketing plan would expand the knowledge of the

Adopt-A-Trail program most cost effectively; they were very pleased and

impressed with our plan of action. The responses stated that our marketing plan is

an effective option that will be considered.

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VI. BIBLIOGRAPHY

"Holmen, WI." Holmen, WI. N.p., n.d. Web. 20 Dec. 2012.

"La Crosse, Wisconsin." (WI) Profile: Population, Maps, Real Estate, Averages,

Homes, Statistics, Relocation, Travel, Jobs, Hospitals, Schools,

Crime, Moving, Houses, News, Sex Offenders. N.p., n.d. Web. 20

Dec. 2012.

"Online Printing Services from a Trusted Print Company." Online Printing Services.

N.p., n.d. Web. 20 Dec. 2012.

"Projected Options For Bike Trail Marketing Plan With Michael B. Brogan."

Personal interview. 24 Oct. 2012.

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VII. APPENDIX

Interview with Michael B. Brogan

1. Do you think extending the bike trail is necessary for the future community of

Holmen?

2. Are there any plans for extending the Adopt-A-Trail program in the future?

3. What do you think is a greater need - extending the bike trails or having people

adopt sections of the current trail?

4. How is the Adopt-A-Trail program currently advertised?

5. How effective are these current advertising techniques?

6. Is there a plan to make any progressions in the current advertising campaign?

7. Do you have any suggestions or ideas for the future of the Adopt-A-Trail

program?

8. Who do you believe is the target market for the advertising campaign?

9. Do you believe this target market is limited because of the current marketing

strategies?

10. Do you believe the target market is limited because of the $300 registration fee?

11. Are you willing to offer a slight discount on the $300 registration fee?

12. Would you be interested in generating top of mind awareness through community

events or personal selling?

13. Would you be willing to attend these possible events as an Adopt-A-Trail

representative?

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Adult Survey Sample

Hello, our names are Kendra Nedegaard and Ashley Amundson and we're

writing a Creative Marketing Chapter Project for DECA competition. We

would greatly appreciate your help by answering the following questions.

Thanks!

1. Have you and your family used the current Halfway Creek or Holland Bluff bike

trails?

Yes No

2. If so, what is your biggest concern regarding the current bike trails?

Lack of public restrooms Location Uncleanliness

Access points Rest stops Other

3. Are you aware of the Adopt-A-Trail program?

Yes No

4. Would you be interested in receiving additional information about adopting a

section of the trail?

Yes No

5. Which medium do you use most often to receive information about events in the

community and local causes?

Facebook Twitter Flyers/brochures

Radio advertisements T.V. Advertisements

Classified advertisements

26

Student Survey Sample

Hi, our names are Kendra Nedegaard and Ashley Amundson and we're

writing a Creative Marketing Chapter Project for DECA competition.

We would greatly appreciate your help by answering the following questions.

Thanks!

1. Have you personally used the Halfway Creek or Holland Bluff bike trails?

Yes No

2. How many times have you used the trail in the past 2 years?

Never 1 - 2 2 - 5 5 - 10 10 +

3. Have you heard of the Adopt-A-Trail program or seen any advertisements for it?

Yes No

4. How would you rank the upkeep/maintenance of the Halfway Creek and Holland

Bluff Trails? (1 being poor, 10 being excellent)

1 2 3 4 5 6 7 8 9 10

5. What improvements would you like to see regarding the bike trail?(Example:

Public Restrooms, Rest areas, etc.)

6. Which medium do you use most often to receive information about events in the

community and local causes?

Facebook Twitter Flyers/brochures

Radio advertisements T.V. Advertisements

Classified advertisements

Figure 1 Available Sections of Trail

Figure 2Map of Available Sections

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