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Crystal WimperisKenny ReitzBenjamin Henniges
Concise Creativity at WorkData Driven Design
Client:
Gunflint Northwoods Outfitters
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We would like to express our appreciation for the assistance given by the CED, the Labovitz School of Business and the University of Minnesota Duluth.
Data Driven Design would like to give special thanks to following Individuals who provided insights, guidance, and assistance throughout the whole process of creating our Marketing Plan:
Bruce Kerfoot for granting us the unique opportunity to work with him and his business–applying what we have learned at UMD to a relevant marketing task in the real world.
Cheryl Hindermann for helping us better understand the business and providing insights into its operations.
John Kratz for guiding us through the process of creating an effective Integrated Marketing Communications Plan and providing countless insights into ways of improving our project.
Jim Vileta, who guided us through the research process, ensuring we had the information we needed for a successful plans book.
Thank You Statement
Presented on Friday, December 12th, at 2 PM
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Meet the Consultants
Kenny ReitzAccount PlannerResearch Specialist
“Effective marketing solutions are built when honesty, ingenuity, and emotional connections are made with the target.”
Crystal WimperisAccount ManagerCreative Director
“Creativity is the driving force behind every successful business.”
Benjamin HennigesResearch LeadMedia Specialist
“In depth research is the key to understanding and creating an effective plan for every business.”
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What We Believe In
At Data Driven Design we believe in the seamless integration
of hard data and fluid design to create an effective Marketing
Strategy Proposal. This means in depth research into the goals
and desires of your business & your consumers, and how to
satisfy both. Hard data on its own can be hard to decipher, but
through the transformative process of design, we believe in
creating simple visuals that can condense hours and pages of
research into seamless and powerful graphics.
“Creativity is intelligence having fun!” —Albert Einstein
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Table of Contents
Executive SummaryBusiness & Communications ObjectivesSituation Analysis([WHUQDO�)DFWRUV�LQ�,QÁXHQFLQJ�6DOHVCompetitive Analysis&RPSHWLWRUV·�%HQHÀWV��0HVVDJHV���3RVLWLRQLQJEnvironmental AnalysisIndustry OverviewTarget Market OverviewTarget MarketPersonasCurrent Brand Character
Recommended Brand CharacterBranding OptionsRecommendation #1Recommendation #2Recommendation #3Paid, Owned, & Earned MediaBudget BreakdownTimelineMeasurement & EvaluationFinal RecommendationsBibliography
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2324262935363738404142
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Executive Summary
The use of consistent brand messaging across marketing channels while using various promotional strategies, that compliment and mutually reinforce each other.
The purpose of our Integrated Marketing Communications Plan is to use various modes of promotion to exploit digital media, and to achieve overarching business objectives. These objectives include: generating more women customers, showing customers what nature has to offer, and using online platforms to engage and connect with our target markets.
Having an IMC provides a higher engagement with your customers through various platforms. This increases brand recognition and consistency– showing company professionalism and expertise. In turn, resulting in higher customer satisfaction and sales.
What is an Integrated Marketing Communications Plan?
Definition
Why
Benefits
IMC= Consistency is KEY!
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Business & Communication Objectives
Business Objectives:• Increase sales by 10% or more each year. • Extend the usable season into the spring and fall.• )RFXV�RQ�EULQJLQJ�FXVWRPHUV�WR�WKH�ZHEVLWH�DQG�LW·V�VRFLDO�PHGLD�SODWIRUPV�
Communication Objectives: • (GXFDWH�DQG�LQIRUP�DERXW�WKH�FRPSDQ\·V�H[SHUWLVH�• Create awareness for non peak seasonal uses.• Create favorable interest with women and minority groups.
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Situation Analysis
Internal Strengths & Weaknesses
Internal Strengths
• 6WURQJ�KLVWRU\�LQ�WKH�*XQÁLQW�DQG�%:&$�UHJLRQ• Experienced Staff • 85 years of experience• Exclusive relationship with the locally delicious
company “Camp Chow” • Ability to provide both novice and experienced
paddlers with everything they need for a successful Boundary Waters experience
• Naturalist program that offers visitors the chance to experience the wilderness with a knowledgeable guide, custom trip planning IRU�ÀVKHUPDQ³DOORZLQJ�IRU�D�XQLTXH�ÀVKLQJ�experience for each group
Internal Weaknesses
• Website is not interactive (Website grade of 38)
• Lack of consistent social media message and posting schedule
• No ability to book trips online
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External Factors Influencing Sales
Shared Experience:
• Families are interacting with their technology more than with each other.
• Emphasize the importance of drawing people closer by sharing experiences with each other through the RXWÀWWLQJ�DQG�ZLOGHUQHVV�H[SHULHQFH�
Goal: Model to Gunflint’s customers the beauty of nature and how their outdoor experience will strengthen the relationships with their friends and family.
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The US economy has seen steady improvement since the 2008 Global Financial Crisis.
:KDW�GRHV�WKLV�PHDQ�IRU�*XQÁLQW�1RUWKZRRGV�2XWÀWWHUV"
• More disposable income allows customers to spend more.• More traveling will occur as a result.• Customers are willing to pay more for higher quality experience and expertise.
External Factors Influencing Sales
Economic Improvement:
Goal: Use the improving economic conditions to our advantage to book more trips, thus increasing sales.
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• As of 2007, about 67% of visitors to the BWCA described themselves as being 40 or older.
• This means there is a decreasing number of young people utilizing the area.
• Young people have a limited disposable income, which makes it highly unlikely that they will make a large purchase decision.
• 7KLV�PDNHV�LW�GLIÀFXOW�WR�WDUJHW�WKHP�LQGLYLGXDOO\�
External Factors Influencing Sales
Goal: Targeting families will be a much more effective way to gain younger customers.
Age:
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Competitive Analysis
������ 6DZWRRWK�2XWÀWWHUV������� 7XVFDURUD�/RGJH��&DQRH�2XWÀWWHUV��� � 9R\DJHXU�&DQRH�2XWÀWWHUV������ +HVWRQ·V�/RGJH��������� %HDUVNLQ�2XWÀWWHUV������� 6HDJXOO�&DQRH�2XWÀWWHUV48 Clearwater Lake Lodge������� 1RU·:HVWHU�/RGJH�DQG�&DQRH�2XWÀWWHUV������� +XQJU\�-DFN�2XWÀWWHUV������� 5RFN:RRG�/RGJH�DQG�&DQRH�2XWÀWWHUV30 Way of the Wilderness
Competitor’s Website Grader Scores
38 Gunflint Northwoods Outfitters
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Key benefits, messages, and positioning used by competitors:
Competitors’ Benefits, Messages, and Positioning
• The most effective direct competitors have links to their facebook, trip advisor, and other social media sites embedded directly into their homepage–allowing customers to further explore what they offer as well as gaining customer feedback.
• Many of them also have blogs that provide links to their main webpage.• Competitors also use discounts to attract families, but fail to highlight why a canoe
trip is great for families.• Competitor positioning lacks differentiation. They all talk about their ability to
RXWÀW�FXVWRPHUV�IRU�D�VXFFHVVIXO�WULS��DV�ZHOO�DV�WKHLU�IULHQGO\��H[SHULHQFHG��DQG�knowledgeable staff.
• Competitor positioning lacks emotional resonance for potential customers, being almost entirely product and service focused.
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Environmental Analysis
Situation Analysis
Current trends or developments which could affect the campaign:• Since customers use internet and social media to make their purchase decision we will have to
leverage our effort towards these platforms.• *XQÁLQW�GRHVQ·W�KDYH�ZL�À�IRU�WKHLU�FXVWRPHUV�WR�XVH��ZKLFK�ZRXOG�DOORZ�WKHP�WR�VKDUH�WKHLU�
H[SHULHQFHV�DW�WKH�2XWÀWWHU·V�GXULQJ�WKHLU�WULS�
• Recently, there has been regulations with the number of people in a group tour. It used to be 20 people, but it has now been reduced to a maximum of 9.
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Industry Overview
Industry Statistics: Sightseeing Transportation in the U.S. Primary activities:
• Charter Fishing boat operation• Dinner Cruises • Sightseeing boat operation• Whale watching excursions• Buses, scenic and sightseeing operations• Cable car, land scenic, and sightseeing operation• � +RUVH�GUDZQ�FDUULDJH�RSHUDWLRQ• Rail transportation, scenic and sightseeing operation
Industry Overview:
• 2.7 billion in total revenue• � ����DQQXDO�JURZWK�LQ�UHYHQXH��¶���·���H[SHFWHG�• 7,528 total businesses• No major players in the industry• High level of competition • Industry is described as “Mature” • Increases in disposable income will drive demand in
this industry• The industry is expected to begin expanding again over
� WKH�QH[W�ÀYH�\HDUV�DV�WUDYHO�GHPDQG�ULVHV
This pie chart shows the various types of sightseeing transportation and their percentages.
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Industry Overview
Age Key
*HQ�;� � � ������\HDUV�ROG*HQ�<� � � ������\HDUV�ROG%DE\�%RRPHUV�� � ������\HDUV�ROG
This pie chart shows the percentage of people in the sightseeing transportation industry. It is segmented by age group.
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Target Market Overview
Bar Graph of Type of Outfitting from Gunflint Northwoods Outfitters Customer Database
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Target Market Overview
Bar Graph of Gunflint Northwoods Outfitters Customer Base by State
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Primary Target Market
Target Market
Families
• Families are the best way to reach young people.• Through the use of Reference USA to analyze the
customer database, we found that many families use WKH�2XWÀWWHU·V��
• By making a wilderness experience more attractive WR�WKHP�DQG�RWKHUV��*XQÁLQW�FDQ�IXUWKHU�LQFUHDVH�WKH�number of young people who use its service.
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Target Market
Couples
• &RXSOHV�DOUHDG\�XVH�*XQÁLQW�1RUWKZRRGV�2XWÀWWHUV�• Honeymoon packages have been very successful.• We recommend targeting couples the same way as
previously, but to also further accentuate the bonding process that the wilderness experience can provide them.
• *XQÁLQW�VKRXOG�DLP�WR�FUHDWH�DQG�PDUNHW�DQ�DWPRVSKHUH�RI�ZLOGHUQHVV�FRQQHFWLRQ�DOO�FRXSOHV�FDQ�EHQHÀW�IURP��that will bring them closer together, compared to other alternatives.
Secondary Target Market
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Personas
• Tim and Deb Johnson live in St. Paul Minnesota.• %RWK�ZRUN�LQ�RIÀFH�MREV�• Jointly make $75,000 a year.• They have 2 kids: a boy and girl. • The girl is 12 and the boy is 15. Both children have smartphones, and access to a
computer and a tablet, as well as cable television. • Both Tim and Deb work full time. By the time they get home, their children have been
there alone for several hours entertaining themselves on their devices or watching TV. Deb tries to get the family to sit down and have a meal together, but the kids want to eat and get back to what they were doing on their devices.
• 7LP�LPPHGLDWHO\�ZDQWV�WR�FKHFN�KLV�HPDLO�DIWHU�GLQQHU��WR�PDNH�VXUH�KH�KDVQ·W�missed any work related messages.
• Many times the family ends up separated in their own areas or scattered about the living room eating and continuing to interact with their devices and the TV, instead of each other.
• 'HE�GHFLGHG�WR�SODQ�D�WULS�WR�*XQÁLQW�WKLV�VXPPHU�VR�WKDW�WKH�IDPLO\�FDQ�WUXO\�connect again and become closer.
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Current Brand Character
• The current brand seems to be aimed towards experienced outdoorsmen.
• This is contradictory since 2/3 of their customers are inexperienced. • The logo shows a large man hauling a canoe. This gives the impression
WKDW�FXVWRPHUV�KDYH�WR�GR�DOO�WKH�KDUGZRUN�RI�RXWÀWWLQJ���• 7KH�ORJR�DOVR�GRHVQ·W�PDWFK�WKH�WDUJHW�PDUNHW�RU�EXVLQHVV��ZKLFK�
creates a disconnect in their marketing.• Brand image is currently rustic and historic oriented.• Targeted to those who are experienced with nature and to customers
who already have some desire to reconnect with nature.• There is no consistency with brand colors, fonts, logo, etc.
Rustic
For MenTraditional
Experts Only
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Recommended Brand Character
• 7R�PDWFK�WKHLU�VLVWHU�EXVLQHVV��*XQÁLQW�/RGJH��ZH�UHFRPPHQG�FKDQJLQJ�WKH�QDPH�WR�*XQÁLQW�2XWÀWWHUV���7KLV�FUHDWHV�PRUH�FRQVLVWHQF\��DQG�makes it more obvious that these two companies are directly related.
• *XQÁLQW�2XWÀWWHUV�QHHGV�WR�SUHVHQW�LWVHOI�DV�D�IDPLO\�RSHUDWHG�DQG�oriented business with the skills necessary to provide a successful RXWÀWWLQJ�H[SHULHQFH�
• 0RUH�LPSRUWDQWO\�LW�QHHGV�SRUWUD\�LWVHOI�QRW�VROHO\�DV�DQ�RXWÀWWHU�DQG�outdoor experience company– but as an important tool for reconnecting families, friends, and couples.
• Brand image needs to move away from this and towards a modern image that connects the nature experience to modern and technologically oriented youths.
• Marketing the nature experience to youths as an experience that is rare and an accomplishment to be proud of.
Gunflint Outfitters
The initials GO establishes the adventure seeking message that we want to communicate.
Tagline:
Just GO.
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Branding Options
Colors
Fonts
Pantone 7483 CCMYK 84 38 88 34
CMYK 0 0 0 0Pantone Black CCMYK 66 64 67 67
Pantone 4525 CCMYK 23 23 56 0
NExa Rust Slab Black Shadow 01Use this font for the main header. This font is for ODUJH�VL]HG�WH[W�
Arial BlackUse this font for titles. An example would be categories of items.
Helvetica RegularUse this for text that is small and is in the body portion of a document.
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Recommendation #1
Website Re-design• $OO�VRFLDO�PHGLD�VRXUFHV�XVHG�E\�*XQÁLQW�2XWÀWWHUV�VKRXOG�EH�DFFHVVLEOH�IURP�WKHLU�
main website so customers can easily explore the company further.• ,QWHUDFWLYLW\��ÁRZ��DQG�TXDOLW\�VKRXOG�EH�JUHDWO\�LQFUHDVHG�DOORZLQJ�IRU�D�PRUH�
appealing experience for users when visiting the website. • This will decrease the bounce rate as well as increasing the time spent on the website
by users, while also establishing trust. • The amount of content should be greatly increased. Customers should not only
FRPH�WR�*XQÁLQW�2XWÀWWHUV�IRU�WKHLU�RXWÀWWLQJ�QHHGV��EXW�FRPH�WR�XVH�LW�DV�D�VRXUFH�RI�information on the BWCA.
• This will draw more users to the website and keep them there for a longer period, while also increasing the likelihood of reaching customers that would have been missed had the site not been a valuable source of info for them.
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Recommendation #1
• 7KH�ZHEVLWH�VKRXOG�SURYLGH�FXVWRPHUV�ZLWK�HQRXJK�LQIR�RQ�ZKDW�DQ�RXWÀWWHG�FDQRH�WULS�HQWDLOV�DQG�ZKLFK�W\SH�RI�WULS�DQG�HTXLSPHQW�ZRXOG�EH�EHVW�IRU�WKHP��VR�WKDW�WKHVH�RXWÀWWLQJ�GHFLVLRQV�FDQ�EH�made independently by customers.
• Customers should have the ability to book their entire trip and needed materials entirely on the web�VLWH��ZLWKRXW�WKH�UHTXLUHPHQW�RI�FDOOLQJ�RU�HPDLOLQJ�*XQÁLQW�2XWÀWWHUV�WR�UHVHUYH�D�WULS�DQG�HTXLSPHQW�
• %\�XVLQJ�D�SDUWLDOO\�DXWRPDWHG�UHVHUYDWLRQ�SURFHVV���*XQÁLQW�2XWÀWWHUV�ZLOO�EH�DEOH�JLYH�FXVWRPHUV�more insight on the details of their trip, as eliminating the time needed to for customers to speak to an employee about their trip.
• 7KHVH�UHFRPPHQGDWLRQV�ZLOO�JUHDWO\�LQFUHDVH�VDOHV�WR�ÀUVW�WLPH�XVHUV��DQG�\RXQJHU�FXVWRPHUV�WKDW�
are more technology oriented.
Website Re-design (continued)
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Justification
%DVHG�RQ�DQ�LQ�GHSWK�DQDO\VLV�RI�WKH�LQIRUPDWLRQ�SURYLGHG�DERXW�*XQÁLQWV�website by Google Analytics, we discovered many useful datasets that related the performance of the website and how consumers relate to the website.
• Over 61% of users on average leave the page before ever interacting with the website at all.
• The 61% bounce rate also showed that the website has deep reach to places like California, which comes in fourth place in terms of total unique visitors (being 53 out of 846 total), but has a 75% bounce rate. As well as Texas in 5th with 43 out of 846, but a 67% bounce rate, and Missouri with 40 out of 846 but a large bounce rate of 82%.
• :KDW�WKLV�PHDQV�LV�*XQÁLQW�2XWÀWWHUV�KDV�WKH�DELOLW\�WR�DFFHVV�FXVWRPHUV�in distant markets, but poor web design is keeping them from using it, and detracting from potential sales and increased market expansion.
• We also found that out of 921 unique sessions, 602 or 65% of them spent 10 RU�OHVV�VHFRQGV�RQ�*XQÁLQW�2XWÀWWHU·V�ZHEVLWH��
• &XUUHQWO\�WKH�IURQW�HQG�DVSHFWV�RI�*XQÁLQW�2XWÀWWHUV�SUHVHQFH��*RRJOH��XVH�RI�DGZRUGV�DQG�SD\�SHU�FOLFN�LV�VXFFHVVIXO��EXW�WKH�ZHEVLWH�LWVHOI�KHDYLO\�GHWUDFWV�from these successes, due to poor user interaction.
By redesigning the website, viewers will stay and explore, instead of leaving instantly. This will generate more trips booked —thus increasing sales.
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Website Template
Before After
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Recommendation #2
Consistency of Social Media
%HIRUH�JHWWLQJ�LQWR�VSHFLÀF�UHFRPPHQGDWLRQV�IRU�YDULRXV�VRFLDO�PHGLD�platforms, there are a few concepts we suggest keeping in mind when executing the integrated plan.
• The main idea we would like to emphasize is that marketing through the various social media platforms needs to be consistent.
• If the brand/logo appears differently among the various platforms, confusion will be created.
• 7KLV�DOVR�OHVVHQV�WKH�OLNHOLKRRG�RI�GULYLQJ�WUDIÀF�EHWZHHQ�WKH�SODWIRUPV�
Remember—Consistency is KEY!
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• We suggest using Facebook as a means of connecting to other forms of the promotional mix, including the website and the blog.
• According to the text Digital Minds, Facebook is a medium ZKHUH�OLQNV�WR�RWKHU�LQ�GHSWK�SDJHV�DUH�VKDUHG��
• There should also be a consistent theme of posts that is used once a week to draw people back to the Facebook page. An example of this would be using the hashtag #MooseMondays. Every Monday could be a post about any moose that is seen H[SORULQJ�WKH�*XQÁLQW�$UHD���
• Nature images should be continued to be used, as they are currently effective.
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• :H�QRWLFHG�WKDW�*XQÁLQW�2XWÀWWHUV�FXUUHQWO\�KDV�WZLWWHU�DFFRXQW�EXW�with little recent activity.
• 7KH�*XQÁLQW�2XWÀWWHUV�%ORJ�KDV�OLQNV�WR�WZLWWHU�DQG�IDFHERRN�EXW�WKH�WZLWWHU�OLQN�MXVW�OLQNV�\RX�WR�WKH�XVHU·V�WZLWWHU�DFFRXQW��
• Credibility is affected when users click on links that do not function. :H�VXJJHVW�À[LQJ�WKH�OLQN�DQG�UHOHDVLQJ�FRQWHQW�RQ�D�UHJXODU�EDVLV�as twitter is a great way to connect with consumers.
• 7ZLWWHU�IROORZHUV�FDQ�EH�EXLOW�XS�ZKHQ�WKHUH�LV�DQ�HDV\�WR�ÀQG�OLQN�on the main website. Twitter can be used as a tool to inform people of new posts and news on the main website.
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Pinterest is essentially a web and mobile social media platform that offers visual sharing, collection, and discovery. Users create and share collections of visual bookmarks known as “boards”. Boards are created when a person “pins” an item, photo, website, etc., onto an existing or newly created board.
%UXFH�VWDWHG�LQLWLDOO\�WKDW�KH�ZDQWHG�WR�ÀQG�D�ZD\�WR�DSSHDO�WR�WKLV�demographic category. Although it was found through our research and FRPSDQ\�UHFRUGV�WKDW�ZRPHQ�VSHFLÀFDOO\�ZHUHQ·W�D�YLDEOH�VHJPHQWDWLRQ�bases in themselves. Our suggestions involve appealing to women through the family and FRXSOHV�RULHQWHG�YDFDWLRQV��3LQWHUHVW�ZLOO�DOORZ�*XQÁLQW�WKH�PHDQV�RI�connecting with women and giving them the means to share amongst themselves–earned media–in a manner that resonates with them. Since WKH�*XQÁLQW�7UDLO�LV�VXFK�D�EHDXWLIXO�HQYLURQPHQW��WKLV�SKRWR�EDVHG�SODWIRUP�VHUYHV�DV�D�JRRG�ZD\�WR�EULQJ�DZDUHQHVV�WR�WKH�EHDXW\�WKDW�*XQÁLQW�2XWÀWWHUV�FRQQHFWV�SHRSOH�ZLWK�
Our research indicated that 80% of Pinterest users are women.
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Youtube & Blogging
• $FFRUGLQJ�WR�1LHOVHQ��<RX7XEH�UHDFKHV�PRUH�DGXOWV�DJHV�������WKDQ�DQ\�FDEOH�network and more than 1 billion unique users visit YouTube each month.
• It is also the second biggest search engine on the web, second to Google.
• Ideas for videos could feature “how to” guides, interviews with customers at the end of their trip, or a video that highlights some of the experiences available WKURXJK�*XQÁLQW�2XWÀWWHUV��$�*R3UR�SRLQW�RI�YLHZ�YLGHR�RI�D�ULGH�RI�WKH�FDQRS\�tour could create intrigue for consumers as well.
• 6FKHGXOHG�XSGDWHV�RQ�D�ZHHNO\�RU�VHDVRQDO�EDVLV�ZLOO�NHHS�WUDIÀF�FRPLQJ�DQG�NHHS�*XQÁLQW�2XWÀWWHUV�LQ�WKH�FRQYHUVDWLRQ��
• Focus on emotional content and storytelling to create intrigue and increase overall effectiveness of the post.
• Link to relevant articles and stories about the BWCA area or canoeing, should you not have any of your own.
Bloggingging
Youtube
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Email Newsletter
• In order to increase return purchases, we recommend having a seasonal newsletter. The newsletter will accomplish several things for us relating to our overall goals.
• A newsletter is a great way to keep your business in the conversation in the FRQVXPHU·V�PLQG��2QFH�WKH�FRQVXPHU�KDV�DJUHHG�WR�UHFHLYH�WKH�QHZVOHWWHU��they are opening up an extended line of communication that can allow you to reach them with messages at peak times of the year (peak times to start planning or purchasing a trip).
• It also gives you consensual access to their contact information, which could be very helpful with future promotional programs and consumer analysis.
35
Recommendation #3
Increase Catering to Families• This objective is achieved by the implementation of the previously mentioned
recommendations.
• %\�LPSURYLQJ�WKH�ZHEVLWH��*XQÁLQW�ZLOO�EH�DEOH�WR�SURYLGH�XQFHUWDLQ�IDPLOLHV�ZLWK�the information necessary to feel comfortable with taking their family into the outdoors.
• The website will also increase already busy families ease of booking, allowing them to spend less time and effort in making the purchase and increasing their likelihood of doing so.
• Social media will allow uncertain families to connect with those who have DOUHDG\�KDG�D�JUHDW�RXWÀWWLQJ�H[SHULHQFH�ZLWK�*XQÁLQW��DV�ZHOO�DV�WKH�DELOLW\�WR�see other families and the enjoyment they had together in the outdoors.
• ,W�ZLOO�DOVR�DOORZ�*XQÁLQW�WR�UHDFK�RXW�WR�WKHVH�IDPLOLHV�ZLWK�WDUJHWHG�SRVWLQJV�DERXW�KRZ�WR�KDYH�D�JUHDW�RXWGRRU�H[SHULHQFH�ZLWK�\RXU�IDPLO\�DQG�WKH�EHQHÀWV�of such an experience.
36
Paid, Owned, and Earned Media
Paid Owned
Earned
Your company pays for media space or for a third party to promote its products.
Your company uses or creates its own new channels to advertise.
Consumers create media and/or share media your company created
-TV Commercials-Magazine/Newspaper Ads-Billboards-Web banners-Search Engine Marketing
-Organic search placement-Forwarding a commercial to a friend-Consumer ratings and reviews-Rankings on community sites
-Catalogs-Websites-Facebook pages-E-mail and customer databases-Company owned retail stores
.
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Budget BreakdownPaid: The majority of the budget following our recommendations lies in this category.
• Website cost: 3Five company estimates a cost starting at $10,000. Their SURMHFWV�RQ�DYHUDJH�FRVW�DURXQG����������EXW�ZRXOG�QHHG�D�VSHFLÀF�VFRSH�RI�ZRUN�and a budget to craft a more precise estimate.
• Matt Olin, a professor of Graphic Design at UMD, also works for the Flint Group at WestmorelandFlint. He suggested that a website of the caliber we are recommending would cost about $20,000.
• We used a competitor website, (canoeit.net), as an example for the type and TXDOLW\�RI�ZHEVLWH�ZH�EHOLHYH�LV�RQH�WKDW�*XQÁLQW�QHHGV�WR�VWULYH�WR�EH�OLNH�
Earned:• Includes shares on facebook, tweets referencing the company, online reviews,
posting photos to Pinterest. Any instance where a consumer is sharing media FUHDWHG�E\�*XQÁLQW�2XWÀWWHUV��
• %UXFH�DQG�6XH�.HUIRRW·V�VWDWXV�DV�D�´+DOO�RI�)DPHUµ�0LQQHVRWD�+RVSLWDOLW\�+DOO�RI�Fame in Oct 22. 2013.
• Press, commercial ratings, community site rankings.
Owned:• This includes facebook pages, email, the company owned retail location, catalogs,
and consumer databases.
Total:
$20,000
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Timeline
The intended implementation period for this project is 120 days from the date of presentation. This means the website should be up and running by April at the latest allowing customers to make online reservations DQG�FRQQHFW�ZLWK�*XQÁLQW�2XWÀWWHUV�QHZ�EUDQGLQJ�DQG�SRVLWLRQ�SULRU�WR�WKH�EHJLQQLQJ�RI�WKH�VHDVRQ��7KH�following can be implemented immediately.
Facebook (once a day)� � � 3RVW�QDWXUH�SKRWRV��TXRWHV�DERXW�QDWXUH��DQG�LQVLJKW�DERXW�RXWÀWWLQJ�
Twitter ������� �����WLPHV�SHU�ZHHN� Post links to social media updates, promotions, and groupon deals.
Youtube������ 7KHUH�LV�QR�VSHFLÀF�DPRXQW�RI�FRQWHQW�QHHGHG���+RZHYHU��ZH�GR�UHFRPPHQG�WKDW�\RX�� �� � ��������SRVW�YLGHRV�DERXW�WKH�H[SHULHQFH�DW�*XQÁLQW�2XWÀWWHUV��ZKDW�WR�EULQJ�RQ�\RXU�WULS��WRXU�RI�������������� the facility, reviews from various customers, etc.
Blog ���������� �����D�ZHHN�� � � &RQWHQW�GRHVQ·W�KDYH�WR�EH�ORQJ�DQG�GHWDLOHG���,W�VKRXOG�FRQYH\�WKH�VWRU\�RI�ZKDW�JRHV���� � ����� RQ�DW�*XQÁLQW�2XWÀWWHUV���6RPH�SRVVLELOLWLHV�DUH�WR�ZULWH�DERXW�H[FLWLQJ�HYHQWV�WKDW������� �� � � DUH�JRLQJ�RQ��D�VWRU\�WKDW�\RX·G�OLNH�WR�VKDUH��RU�HYHQ�WDONLQJ�DERXW�DQ�DUWLFOH�WKDW�\RX�� � recently read that relates to nature.
39
Timeline Continued
Pinterest ��� �:LWKLQ�WKH�ÀUVW�PRQWK��PDNH�����ERDUGV�WR�VKRZ�RII�*XQÁLQW�2XWÀWWHUV���$IWHUZRUGV��� � update biweekly.)� � � 6RPH�LGHDV�IRU�ERDUGV�WR�FUHDWH�DUH��QDWXUH�VFHQHV��*XQÁLQW�2XWÀWWHUV�IDFLOLWLHV��� � �� � � *XQÁLQW�2XWÀWWHUV�FDQRH�WULSV��*XQÁLQW�7UDLO�UHFLSH�LGHDV��1DWXUH�TXRWHV��DQG�D�� � �� � � ERDUG�DERXW�*XQÁLQW·V�SURPRWLRQDO�GHDOV�
E-Newsletter (3 times per year) This would inform customers of what exciting events recently happened, the upcoming events to go to, promotional specials, and contact information as well.
To manage these platforms, we recommend using a scheduling program called HootSuite. It is FREE to use for scheduling content on 3 platforms. Those are: Facebook, Twitter, and the Blog. Since the other platforms will not be posted as often, you will be able to post them like you normally would, without a scheduling program.
40
Measurement & Evaluation
In order to measure the effectiveness of the proposed IMC plan, we suggest comparing numbers on the Google Analytics dashboard. By looking at how things such as:
• Bounce rate (visiting the page and not clicking on anything and leaving the site).• &RVW�SHU�FOLFN��KRZ�PXFK�WUDIÀF�LV�GULYHQ�WR�WKH�VLWH�WKURXJK�SDLG�URXWHV��• Drop offs (how fast are people leaving the page after they visit).• 6HVVLRQ�GXUDWLRQ��KRZ�ORQJ�DUH�SHRSOH�RQ�WKH�VLWH�RU�VSHFLÀF�SDJHV���
We will be able to measure the improvements made to the website by looking at improvements in these rates. Being that the recommended website updates include an online booking system for the consumer, it would be a good idea to measure the numbers of VDOHV�WKDW�ZHUH�JHQHUDWHG�LQ�WKLV�ZD\��,I�WKH�QXPEHUV�DUH�VLJQLÀFDQW��WKLV�ZLOO�LQGLFDWH�WKDW�WKH�ZHEVLWH�XSGDWH�ZDV�HIIHFWLYH�DW�JDLQLQJ�OHDGV�DQG�LQFUHDVLQJ�ZHE�WUDIÀF�
After the plan has been carried out and a full season of sales has past, we suggest checking the sales dollars for that year to see whether the plan was able to generate the desired increased growth in sales of 10% per year.
41
Final Recommendations
• We recommend designating social media management to one of the most experienced HPSOR\HHV��SUHIHUDEO\�D�PDQDJHU���7KLV�VHHPV�LGHDO�EHFDXVH�LQ�RXU�ÀUVW�PHHWLQJ�\RX�informed us that you already have someone in charge of social media. As a result of having a consistent posting schedule, there will be a much higher brand recognition, LQFUHDVHG�LQWHUDFWLRQ�ZLWK�\RXU�FXVWRPHUV��DQG�WUDIÀF�WR�WKH�ZHEVLWH�ZLOO�JR�XS�DV�ZHOO�
• Another helpful marketing tool we suggest implementing is Google Alerts. Google Alerts is D�WRRO�WKDW�DOORZV�\RX�WR�NHHS�WDEV�RQ�\RXU�FRPSHWLWLRQ·V�PDUNHWLQJ�HIIRUWV�RQOLQH��,W�VHQGV�you email alerts about any topic of your choice. The alert will let you know anytime a new post comes up pertaining to competition, keywords relevant to the industry, top clients, DQG�HYHQ�\RXUVHOI��\RXU�WHDP��DQG�*XQÁLQW�2XWÀWWHUV�WR�NHHS�WUDFN�RI�HDUQHG�PHGLD��7KH�best part about this service it that it is entirely free to use!
• We also suggest offering a survey to customers after their trip which asks:� :RXOG�\RX�FRPH�RQ�DQRWKHU�WULS�ZLWK�XV�LQ�WKH�IXWXUH"• To measure the likelihood of return business, we would have them make a written
statement which will motivate the consumer to be consistent with their statement. � :RXOG�\RX�UHFRPPHQG�*XQÁLQW�2XWÀWWHUV�WR�D�IULHQG�IDPLO\�PHPEHU"• 7R�PHDVXUH�WKH�OLNHOLKRRG�RI�ZRUG�RI�PRXWK�EXVLQHVV�ZH�ZRXOG�DVN�WKH�TXHVWLRQ�� +RZ�GLG�\RX�OHDUQ�DERXW�*XQÁLQW�2XWÀWWHUV"�
42
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+XQJU\�-DFN�2XWÀWWHUV�_�RQ�WKH�*XQÁLQW�7UDLO���Q�G����5HWULHYHG�'HFHPEHU����������IURP�KWWS���ZZZ�KMR�FRP�“Statistics.” YouTube. YouTube, n.d. Web. 21 Nov. 2014. <https://www.youtube.com/yt/press/VWDWLVWLFV�KWPO!�
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0DUNOH\��'HERUDK�0���'DYLG�/��%DUNOH\��DQG�'DYLG�/DPLH��&$6(�678',(6�2)�(�&200(5&(�
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9R\DJHXU�&DQRH�2XWÀWWHUV���Q�G����5HWULHYHG�'HFHPEHU����������IURP�KWWS���FDQRHLW�FRP�
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Gunflint outfittersJust GO.
