campaign bookCesar VallejoRyann Kinsey

Amber PerkinsNicole KnoxCR

AN

Contents

Client Details 3

Research 6 Strategy 9

Insight 12

Creative Brief 17

Overview 19

Print 23

Billboard 26

Radio 29

Digital 31

Nontraditional 35

Public Relations 37

Measurement 41

Budget 43

3client details

4

Five State Parks and two State Forests provide more state owned land than any county in the state.

The county has more federal land than any county in the state - 312,000 acres.

More than 800 miles of hiking and biking trails are located in the county.

More than 1/3 of the Monongahela National Forest lies within the county. These 310,000 acres provide more than 500 miles of hiking and biking trails.

Pocahontas County has approximately 9,000 residents - one of the smallest county popula-tions in the state.

More than one million tourists visit the county each year.

Five county Visitor Centers greet more than 100,000 people annually.

Pocahontas County has the most scenic by-ways of any county in the state.

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Needs

Pocahontas County wishes to increase tourism visitor rates by targeting a different audience.

6research

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Unique Selling Point

NATIONAL RADIO QUIET ZONE

Pocahontas County is locat-ed within the National Radio Quiet Zone, where the federal government has banned cell phone and WiFi signals. That’s right, no signal and very lim-ited Internet. While some may see this as a negative, people have reportedly been moving to towns within the Quiet Zone because of this. This trend is something we would like to capitalize on. There is a need to disconnect from technology. We can promise people a taste of being truly disconnected from the noise of their every-day lives.

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More than half of employed adults said they check work messages at least once a day over the week-end (53 percent), before or after work during the week (52 percent) and even when they are home sick (54 percent). More than 4 in 10 workers (44 per-cent) reported doing the same while on vacation.

the American Psychological Association’s Center for Organizational Excellence.

Target Research

98% of businesspeople claim they are forced to work on weekends because their com-munication devices keep them “plugged-in” around the clock.

The @Work State of Mind Project 2013

93% of people say they can’t put down their smartphone while at home with their family.

Forbes 2012

The need

The prime targetMothers are the decision-makers in the household: Three quarters of all important household decisions are made by women.

Ginsters 2011 Study

Mothers are aware of how much technology is used during family time: 71% of mothers said their family engages with technology while in the presence of each other daily.

Brave New Moms: Navigating Technology’s Impact on Family Time global study from Yahoo and Starcom MediaVest Group

Mothers believe technology is hurting their family: 52% of mothers said technology was a distraction during family time events and outings.

Brave New Moms: Navigating Technology’s Impact on Family Time global study from Yahoo and Starcom MediaVest Group

Seven of ten visitors to Pocahontas County do not have children. We will attract the family vacation market by targetting working moms who have families at home consisting of a significant other and young children. We will frame Pocahontas County as the perfect family vacation destination for families who need to unplug and dedicate more time to each other.

The plan

9strategy

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Strategy

To capitalize on mothers need and desire to disconnect from technology and gain quality family time by presenting them with the idea that there’s a destination close by where they can do just that.

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Persona

Dawn Smith and her husband Tom Smith are both hard working pro-fessionals. You’ll find them at the office Mon-day-Friday 9am-5pm and if it’s not office hours they’re only a call, text, or email away. In fact it’s hard to catch either with-out their iPhone in hand. Whether Dawn is rushing their 9-year-old daughter Marie to gymnastics or taking 7-year-old Jack to soccer practice she’s constantly connected to the office. Let’s not for-get Tom who can’t seem to put down the iPad at the dinner table.Jack and Marie are often busy on their own iPads watching movies, TV shows, and playing games between activities. It seems no matter when or where screens are dividing the Smith family and Dawn is getting sick of it. She wants to recon-nect. She wants to be a family, but the constant buzzing and ringing won’t seem to be quiet. Summer vacation is coming up and Dawn is desperate to find a way to bring her family closer together.

Dawn Smith

12insight

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What do we know about Dawn?

She likes to plan family activities online: 53% of mothers take to digital means to plan family activities.

She’s connected (obviously): 72% of mothers have have a Facebook profile page.

63% of mothers are researching one or more of these subjects: Family activities, entertainment and travel.

She loves the radio: 86% of mothers are listening to AM/FM radio.

She’s listening to radio even while at work: 45% of mothers listen to the radio at work.

She commutes to work.

She reads magazines on her down time.

There’s nothing more important to her than her children.

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Where do we reach Dawn?

Charleston, WV

Cleveland, OH

Pittsburgh, PA

Washington, D.C.

Major cities that are all within a four-hour driving distance to Pocahontas County.

Demographics

*Each city is home to several nation-al and global corporate headquar-ters, and government institutions providing professional business jobs to residents.

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Top 40 Radio

Magazines

Commute

Digital / Social

Specifics

*Mothers like to read magazines about family and children, lifestyles and the home.

*If mothers are so connected it would be foolish to not try and reach them through the very channels we’re encouraging them to disconnect from.

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Approximately 1 in 3 blogs on the Internet are mommy blogs. -Hubspot 2013

78% of those mommy bloggers are reviewing products and services. -EMarketer.com 2012

Approximately 63% of online moms read mommy blogs at least once a month. -NextWeb 2013

63% of mommy blog readers say mommy blogs influence their decision to buy a product or service. -EMarketer.com 2012

72% of consumers trust online reviews as much as personal recommendations. -Local Consumer Review Survey 2012

Mommy Blogs!

17creative brief

18

Creative Brief

ClientPocahontas County Convention & Visitors Bureau

Why are we advertising?We are looking to increase tourism among families in Pocahontas County, WV.

Target audienceWe are targeting working moms who have families consisting of a significant other and young children.

InsightOur target audience has seen their families slowly disconnect due to the incline of technol-ogy and as a result of the instant nature of today’s communication channels. There is a blur between work and home life and a rising concern among parents regarding the amount of screen time kids are engaging in. Families are now spending less quality time together. Research suggests more moms are promoting “unplugged” vacations. PromiseYour family will come closer together and reconnect by vacationing at Pocahontas County.

SupportPocahontas County, WV lies in the National Quiet Zone, which means there is no Wi-Fi ac-cess or cell phone coverage. Our research has concluded that people from Cleveland, OH; Charleston, WV; Pittsburg, PA; and Washington DC have the highest percentage of passer byes through Pocahontas County.

Key copy pointsMoms crave a vacation that allows the family to unplug and enjoy quality time together without technology. We want to convince moms that Pocahontas County can do just this by providing plenty of outdoor activities and local destinations.

Tone & MannerWe will use fuzzy, warm, family-centric imagery and copy to instill the desire to truly con-nect with the family.

19overview

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Today’s instant connectivity has created an environment where professionals must work around the clock, blurring the lines between home and work life. Working parents are forced to spend more time on smart phones, tablets, and laptops completing work tasks around the clock. Between parents constant connectivity and their children’s own technology addictions mothers are be-coming unhappy with a lack of quality family time. Mom’s want to disconnect from technology and reconnect with their families, we want to provide them with the opportunity. With no cellular or Wi-Fi signals in the Quiet Zone of Pocahontas County, West Virginia families are free to enjoy their vacation to-gether without outside distractions.

Here is where families can be...

the big idea

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Execution

With so much advertising clutter out there we wanted our message to differ from traditional tourism campaigns. We also wanted to emphasis Pocahon-tas County’s unique selling feature of no cellular or Wi-Fi signals. We felt both these goals would be best achieved using traditional cell phone company lan-guage in our messaging and flipping the concept of choosing a cell phone plan on its head. As we are targeting mothers, we wanted our copy to show them that a vacation without cell phones can help their family grow closer. Overall our campaign reminds the consumer of Pocahontas County’s unique feature through mimicking cell phone companies.

23print

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25

26billboard

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29radio

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Buzzing and ringing starts out slow then increases to an obnoxious con-glomerate of cell phone sounds.

Complete silence for a few seconds.

Nature sounds come in slowly.

Chatter sounds from family quietly come in.

Radio Spot

It’s time you and your family expe-rience true unlimited talk. Locat-ed in the National Quiet Zone of West Virginia, Pocahontas County boasts zero cell coverage and end-less family face time. Visit happi-lydisconnected.com to pick the family plan that’s right for you.

Pocahontas County. Happily Disconnected.

ANNCR:

31digital

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Landing Page

Main Call-To-Action

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Step 1: Pick your family plan. Unlimited Talk (no calls, no texts, no Internet, free roaming) or Flexible Talk (no calls, no texts, limited Internet, free roaming).

Step 2: Choose your accommodations. Based on your family plan we’ll make suggestions to fit your family’s needs on the next page.

Step 3: Download your apps. These are fun activities that can be added on to your plan including, but not limited to, biking, hiking, fishing, observatory tours, and train rides.

Step 4: Book it. In the next few weeks expect to receive your Happily Disconnected Care Package. This includes a list on how to happily disconnect, a map of Pocahontas County, a wildlife guide, any relevant activity information from selected “apps,” and crayons and a coloring book for the kids.

How to be Happily Disconnected

* Take care of major projects at work and delegate smaller tasks to those who you know will get the job done right.

* Pick someone you trust to know where you’re staying and how to get a hold of you in case of an emergency.

* Set out-of-town voicemail messages and automated email replies. Be sure to specify you will be completely unreachable during this time.

* Let friends and family members know you won’t be reachable either.

* Double check your DVR is set to record all your can’t-miss-TV shows.

* Write a plan for when you get back. What groceries you need to buy, laundry that needs to get done, work tasks that need to be completed or prepared for, etc.

* Give yourself a day to settle back in. There will be plenty of things you need to attend to when you come back to the con-nected world. Make sure you have time to attend to them before going back to work.

HappilyDisconnected.com

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Social

Best. Day. Ever. #happilydisconnected

#happilydisconnected

Happily disconnected’s hashtag will serve more purpose than just people taking photos in Pocahontas County. We want to create a movement. Whether it’s hilarious, touching or really creative, we want people to start sharing their meaning of happily disconnecting at anytime and anywhere in their lives. We will hold most “Likes” and “RTs” contests and giveaways to further spark the hastag’s engagement.

35non-traditional

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Happily Disconnected Mobile Quiet Zone

Happily Disconnected Mobile Quiet Zone

Often we found that the idea of an unplugged vacation hasn’t occurred to most people, but when you bring it up they like it. We wanted to plant this idea in our targets head by bringing the experience of the Quiet Zone to our target cities. What is the Quiet Zone experience? Family fun without buzzes, rings, and beeps competing for your attention.

The Happily Disconnected Mobile Quiet Zone features:

* S’mores making stations.

* Picnic tables for creating arts and crafts.

* Blocked cell phone signals while inside.

* HD TVs on the side and ceiling to display sunrise, sunset, and the Pocahontas County night sky.

* Free promotional materials including tote bags and pens.

* Family photo opportunity featuring your child’s artwork.

* Opportunity to win a Pocahontas County vacation.

How the vacation contest works: As families exit the trailer they will be given the opportunity to enter. All that’s required is a family photo with their children holding up their artwork, an email address, and permission to post the photo on Facebook. Once posted, the family who obtains the most likes wins an all expense paid vacation to Pocahontas County.

How this benefits the campaign: The trailer will remain in each target city for a week, but will be in a different location each day. This will generate buzz to locate the truck each day. Furthermore, contest entries will help develop an email list for mar-keting purposes. The photos also create sharable content on the Happily Disconnected Facebook page. Over all the truck will assist in creating a positive image of Pocahontas County and its offer of an unplugged vacation to our target market.

37public relations

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To: Mommy Bloggers

Subject: Complimentary Happily Disconnected Vacation

Dear ___________,

A sense of disconnection comes in a liberating way when you visit The National Radio Quiet Zone. The sound of alerts such as Facebook, Twitter, email, phone calls, and text messages are obsolete. When you visit this scenic county you are able to enjoy outdoor activities with your loved ones while creating endless memories.

Pocahontas County welcomes families to come and disconnect from the distractions that fill their daily lives. Technology has consumed the quality time we should be spending with husbands and children. A common trend among your readers is mothers looking for vacations where their family can unplug and get off the grid.

Horseback riding, fishing, canoeing, and visiting the local planetarium are a few activities families can enjoy. There are small areas within West Virginia that provide limited Wi-Fi for those who need a way to connect. If your family is looking to completely disconnect than we also have areas in the county that ban any connection. This means no access to Wi-Fi or cell phone coverage.

I would like to offer you the opportunity to come and experience Pocahontas County first hand with an all expenses paid vacation. An post or article about your experience is not mandatory but is encouraged. Attached is a schedule for events and outdoor activities that are available upon your arrival. I have also provided a link to our webpage and a recently written article on The Quiet Zone.

I will contact you Friday to provide you with any other details and answers to questions you may have along with your possible interest in the blog material. I hope to speak with you soon and thank you for your time and consideration.

Website:http://www.happilydisconnected.com | http://www.pocahontascountywv.com

Article Reference:http://www.npr.org/blogs/alltechconsidered/2013/10/08/218976699/enter-the-quiet-zone-where-cell-service-wi-fi-are-banned

Sincerely,

Ryann Kinsey

CRAN Agency Director of Public Relations r.kinsey.ucf@knights.ucf.edu(954) 592-5627

Mommy Blogger Outreach

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Contact:Ryann Kinsey,

Director of Public Relations (954) 592-5627

r.kinsey.ucf@knights.ucf.edu NEWS RELEASE FOR IMMEDIATE RELEASE

The Happily Disconnected Mobile Quiet ZoneExperience Pocahontas County’s National Quiet Zone in Your City

WASHINGTON, D.C., (Oct 23, 2013) - Wi-Fi connection and cell phone coverage are prohibited as families step inside the Happily Disconnected mobile Quite Zone. This 13’ by 53’ semi truck is modeled after the Na-tional Radio Quiet Zone in Pocahontas County, West Virginia. Due to the county housing the National Radio Astronomy Observatory the area bans cellular and Wi-Fi signals to cause minimal interference with data collection. Like Pocahontas County, the truck provides family fun without outside distractions. The Happily Disconnected semi truck can be found at (Street) on this (Date) welcoming all families to experience the liberating feeling of being disconnected.

The semi truck is a small taste of what a Pocahontas County vacation would be like for families. It will be traveling to different locations around the city, keeping families wondering, “Where is the Quiet Zone today?” As you step into the truck cell phone signals are blocked to help families step off the grid, even if it is only for a few minutes. Andrew Johnson, Director of the National Radio Astronomy Observatory, stated, “The Quiet Zone is a great place for my family and I to enjoy ourselves because there are no cell phones or out-side distractions. My son and I try to go fishing every Saturday and I love that I can enjoy the moment.”

Inside there are full HD screens that present the sun rising and setting every 15 minutes along with a view of the night sky to allow families to experience the full effect of Pocahontas County. Scott D. Chase, Director of Tourism of Pocahontas County, said, “It’s a great way to experience what Pocahontas County has to offer without actually being there.” While inside families can sit at a picnic table and create arts and crafts and enjoy some long overdue family bonding.

As the family exits the semi truck a Happily Disconnected staff member will present them with the opportuni-ty to enter the Happily Disconnected vacation contest. Entry only requires a family photo with their children’s artwork and an email. All photos are posted onto our Happily Disconnected Facebook page. The family with the most likes on their family photo will win a free stay at a local State Park cabin and excursion.

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Pocahontas County, West Virginia was founded in 1921 and has 941 square miles of family exploration. It also has very limited Wi-Fi and cell phone coverage. The area known as The Quiet Zone has set param-eters in West Virginia that does not allow no Wi-Fi access or cell phone coverage to prevent any interfere with the National Radio Astronomy Observatory. For more information regarding Pocahontas County, please visit pocahontascounty.com. For more information regarding Happily Disconnected, please visit happilydis-connected.com.

41measurement

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* Facebook analytics to track likes, share, and engagement.

* Keep detailed reports of online mommy blogger coverage.

* How many people visit the Happily Disconnected Mobile Quiet Zone.

* The website will contain a “How did you hear about us?” tab to track the effectiveness of our out-of-home, guerilla, online, radio, and print efforts.

* Our most important measurement of campaign effectiveness is how many people book a vacation through happilydisconnected.com.

* Secondarily, we will also track over all tourism rates in Pocahon-tas County over the next 12 months.

Results

43budget

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PRINT $30 THOUSAND

RADIO $40 THOUSAND

OUT-OF-HOME $32 THOUSAND

SO CIAL MEDIA $4 THOUSAND

WEB DEVELOPMENT $7 THOUSAND

NON-TRADITIONAL $20 THOUSAND

PRODUCTION $22 THOUSAND

TOTAL $155 THOUSAND

Costs

45end