E-Marketing Plan 2004/05

Key Messages/Themes

Branding vs. Direct Response

Media Plan

FY 03_04 Recap

Traffic

Customer Feedback

Development Strategies

Research and Build products or packages for sale through our website based on opportunity for guest to “buy now”.

Solidify specific channels and measurements for same based on demographic or interests. (e.g. – Parks and Pipes)

Construct clear user management system and build “full circle” retention and recruitment techniques with other channels (MCV, etc.)

Develop guest loyalty programs which reward guest with online specials and incentives.

Work with Call Center to solidify consistent messaging and product focus.

Track conversion through email and direct mail campaigns. Match customer spending habits “in-resort” to those online. Study

usage through detailed reporting.

Goals

* Must review larger strategic goals in order to complete.

Increase average time spent on site. Demonstrate effective cross-selling of businesses. At least 3 new products for Winter 04/05. Bring Kinzan retail sales in to Sirius. Enhance and improve SMS World reservations. Clean data capture across all channels online. Layout content to create “halo effect” for purchases

Passes - MVP, Season Passes Lodging - SMS World Packages - SSF, SPF, etc. Gift Cards - TBD SS/Groups - Lesson Reservations MVP Rewards - (see next slide)

E-commerce Products

Mammoth Interest Rewards Intro(proposed program)

This program would build incentive for guest to “store” value within our system.

It would provide a direct way for guest to make purchases resort wide

It would generate buzz We could leverage this program to add value for our MVP/loyal

guests It would virtually pay for itself Would fill white space Allows us to create “impulse buying” opportunities on our

website in many areas.

Mammoth Interest Rewards Overview

Guests put a funds in their stored value accounts within a pre-determined timeframe.

Based on the amount of stored value in the guest account at any one time, Mammoth would provide interest “points” on those funds.

New Guest Account (email, etc.) get auto-start points. Levels of interest would be assigned for specific cash value within

the guest’s stored value account. Spending points would be awarded for each on/offline purchase.

Account Balance Interest Points Spending Points $ 100 3 points p/month 10 points p/buy $ 300 9 points p/month 30 points p/buy $ 500 15 points p/month 50 points p/buy $ 700 25 points 75 points p/buy $1000 50 points p/month 100 points p/buy

Mammoth Interest Rewards Use-Case

Joani comes to website through email in August. A Buy Now Alert shows a product, the price, Joani’s existing

rewards points and the incentive price based on the use of her rewards points.

Joani decides to buy. Joani completes purchase and is rewarded with spending points

which correspond to the level of the purchase or the level of funds she has available at the beginning of the sale.

Joani is given a summary of her points added and given incentive to add value to her account through an interest projection chart.

Joani knows she’s coming to Mammoth in January, so she decides to add 500 dollars to her account so she will have 60 points saved for her lodging purchase in December.

Now it’s March and time to renew MVP. Joani uses her rewards points to get an even better deal than the $450 value pass bringing her total pass price to the old $399 because she had 750 dollars in her stored value account for 6 months.