Kerr Lake SRAMarketing Plan for 2013

Jessica Williams

Table of ContentsExecutive Summary................................................................................................3Mission Statement...................................................................................................5Background.............................................................................................................6Internal Analysis......................................................................................................8Weaknesses............................................................................................................9External Environmental Analysis...........................................................................10Competitive Analysis.............................................................................................12Customer Analysis.................................................................................................15Market Segments..................................................................................................18Marketing Goals....................................................................................................20Marketing Strategy................................................................................................21Marketing Tactics..................................................................................................22Implementation and Control..................................................................................252013 Budget Summary.........................................................................................29Evaluation.............................................................................................................30

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Executive SummaryKerr Lake State Recreation Area (SRA) is a series of parks that encompass the North Carolina side of Kerr Lake, a 50,000 acre man-made reservoir that straddles North Carolina and Virginia along the Roanoke River Basin. Kerr Lake SRA’s mission is to be environmental stewards to uphold the existing natural environment while providing outdoor recreational activities for the public.

Kerr Lake SRA provides great opportunity for the public to enjoy many outdoor recreational activities. Kerr Lake SRA provides a plethora of campsites, both electric and non-electric. Kerr Lake SRA also offers 9 boat ramps surrounding the lake on the North Carolina side, nature programs, and many other amenities. Kerr Lake SRA attracts local residents to visitors from around the world. We safely manage large numbers of visitors every year. However, there can be more done to increase visitation to Kerr Lake SRA. The marketing plan for Kerr Lake SRA for the 2013 year will outline a plan to increase attendance to the park through increased day-use, camping, and nature program attendance.

Kerr Lake SRA has many strengths. Kerr Lake SRA is ideally situated just one hour north of a large metropolis, the Raleigh, Durham, Chapel Hill area (Triangle Area). This allows a large population the opportunity to “get-away” for the day, weekend or week while not having to travel far. Additionally we are right down the road from the local communities of Vance, Granville, and Warren counties. Another strength is the quality and cost. Kerr Lake SRA provides high quality service and amenities at competative prices. The weaknesses of Kerr Lake SRA are due to advertising, promotion and location. There is minimal advertising and no promotions offered at Kerr Lake SRA. As for the location, while it has many benefits, it also has the drawback of being located near and being associated with Henderson, North Carolina which has a high crime rate, and have few directional signs to guide visitors to the park.

Kerr Lake SRA has great opportunity to increase usage because the local community programs and businesses could assist in attracting more visitors. Kerr Lake SRA also maintains the highest class staff from maintenance to rangers, who strive to make a visitors experience at Kerr Lake SRA a safe and positive experience.

Our competitors include , Virginia parks, a neighboring lake, recreation options in neighboring towns, and fellow NC state recreational areas; Jordan Lake SRA and Falls Lake SRA.

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Kerr Lake SRA’s target market is adults, who have a yearly income of $35000 or more and typically have a child under 18. Another target market is the demographic group of African Americans. Vance County, NC and the surrounding communities have a higher population of African American residents than any other ethnic group. Additionally Kerr Lake SRA attracts adults who enjoy camping and boating. The last market group is youth who enjoy nature programs.

The marketing goal for Kerr Lake SRA is to increase overall visitation. This will be achieved by offering more opportunities through promotions, advertising, and increased programs. These goals can be assessed and measured by tracking internet hits, camping reservation inventory, and nature program participation.

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Mission Statement

North Carolina State Parks Mission Statement:

“The North Carolina State Parks System exists for the enjoyment, education, health and inspiration of all our citizens and visitors. The mission of the state parks system is to conserve and protect representative examples of the natural beauty, ecological features and recreational resources of statewide significance; to provide outdoor recreational opportunities in a safe and healthy environment; and to provide environmental education opportunities that promote stewardship of the state's natural heritage.”(ncparks.gov, 2013)

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Background

Kerr Lake SRA has broad reaching target markets. The park is open to the public. We offer many amenities: electric, non-electric and group camping, day-use, boat ramps, covered shelters and community buildings, playgrounds, grills, picnic tables, a swimming area, a volley ball net, a baseball diamond, hiking trails, and a small amphitheater. These amenities, many of which are free through-out the year, provide an array of opportunities for a variety of interests the public may have. The broad target group is one that enjoys the outdoors and/or enjoys a large body of water. More specifically those who enjoy camping, picnicking, going on small hikes, fishing, water sports, boating, communing with family and or friends, attending community events, and participating in nature programs. Looking beyond the interests that would attract a visitor to Kerr Lake SRA, one could look at location. The local community is the main target market group. This is seen through local promoting of nature programs, community events, and local advertisement. Kerr Lake SRA also markets to the rest of the residents of North Carolina and beyond, through the Department of Natural Resources, large fishing tournaments, road signs on major highways, and the internet. The target market is also focused on appealing to an aging population. Kerr Lake SRA has discounts only for seniors. This group receives a financial discount in both camping and day use fees.

Our past marketing strategies have been few. State Parks have used local radio, public television, local newspapers and the internet to create and increase awareness. Additionally we have gone “online” and utilize an internet company so that the public can now reserve camping sites, community buildings, and picnic shelters via the internet. We only offer discounts to seniors. The only other discount or promotion we have is that we offer nature programs for free and that those who attend these programs gain day use entrance to the park for free.

The philosophy of North Carolina State Parks as a whole, which directly affects Kerr Lake SRA, is to combine the mission statement and its goals, with minimal to no cost to the visitor. This is because part of North Carolina taxes goes to maintain State Parks. Additionally it is a not-for-profit organization. This impacts how we manage Kerr Lake SRA financially, and how we present ourselves to the public.

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Internal Analysis

Strengths

Location. Kerr Lake SRA has seven campgrounds that surround the North Carolina portion of Kerr Lake. Additionally Kerr Lake SRA is located one hour north of the Triangle Area (Raleigh, Durham, Chapel Hill), the most populated area in North Carolina (US Census Bureau, 2012). Lastly, Kerr Lake SRA has easy access points from both main highways of US 1 and Interstate 85.

Facilities. Kerr Lake SRA maintains three community buildings around the lake in breath-taking surroundings. These community buildings allow for modern conveniences and a sheltered/controlled environment setting for parties, weddings, family reunions, business meetings, and other gatherings. Along the same vain as community buildings are the picnic shelters. There are eleven picnic shelters at various locations at Kerr Lake SRA. This allows the visitor to still enjoy being outdoors while providing cover and a fire place for their gatherings. Additionally there are picnic tables offered in each of the parks at various locations and at each of the campsites.

Campsites. Kerr Lake SRA has 620 campsites, 323 electric and 297 primitive. Each of the 620 campsites has a fire pit and access to water. The electric sites have electric hook-up geared toward the RV campers.

Amenities. Kerr Lake SRA also offers short hiking trails, playgrounds, a volleyball court, fishing piers, visitor center, and a baseball diamond.

Boat ramps. Kerr Lake SRA has 15 well maintained boat ramps which cover every access point around the North Carolina side of Kerr Lake.

Availability/Cost. Kerr Lake SRA is open 364 days a year; we are only closed on Christmas Day. Although every park does not stay open all year, we do offer two choices in both campgrounds and day use areas. Additionally, Kerr Lake SRA, along with the rest of NC State Parks, has very low, competitive prices. The prices range from $18-$25 depending on type of site (electric/primitive) and type of camper (senior/non-senior).

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Weaknesses

Funding. Almost all of the funding for Kerr Lake SRA comes from the North Carolina government’s general fund which is provided by North Carolina tax payers. This also means that any money Kerr Lake SRA makes goes into the general fund. In order for us to increase funding to our division or park, Kerr Lake SRA and all those who take and contribute to the general fund must market to pull in the most revenue even though it will not directly benefit them. The problem lies in that many of the other divisions are not in a position to make money, such as public education and public health services (NCPB, 2003). Some of the divisions that make and contribute money to the general fund, however their overhead far exceeds what they contribute, such as corrections and parks and natural resources.

Location. Kerr Lake SRA is located in Vance County, NC. This county has higher crime rates than some other North Carolina counties such as Wake, Forsythe, Durham, and Mecklenburg (NCDOJ, 2011). This may deter visitors that are NC residents from visiting Kerr Lake SRA especially since there are two state reservoirs in statistically safer counties, Durham and Wake respectively.

Directions. When it comes to location there is also the lack of ease in finding the parks off the main thoroughfares. The main interstates US 1 and I-85 lack enough appropriate direction signs for easy location of the park’s many facets. Additionally, once a visitor exits a main thoroughfare there is few direction signs there after to guide them to the park.

Advertisement. Kerr Lake SRA lacks in the area of advertisement. We utilize the main venues; television, radio, internet, but in conventional, inconsistent, and minimal ways. The content of advertisement further weakens Kerr Lake SRA because we only advertise for future nature programs, seasonal employment, and camp hosting positions.

Promotion. The things that are promoted at Kerr Lake are the nature programs, park events and fishing and boating tournaments. There are no promotions to encourage more use of the park as the park itself, rather as a means to get to the lake. We do not run any promotions, offer only two discounts, and have few events throughout the year.

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External Environmental Analysis

Opportunities

Community programs. The surrounding areas of Kerr Lake SRA have many community programs that could marry well with the efforts to increase visitation to Kerr Lake SRA. Services like free public transportation could be utilized to transport those who are otherwise unattainable to Kerr Lake SRA to the lake. The 4H Club and the YMCA also have summer and after school programs that have previously involved the park in their schedules. More effort to coordinate with these entities could bring more visitations through scheduled events to the park.

Vance County Tourism. Vance County Tourism currently coordinates the fishing tournaments, the vintage car show and the Fourth of July celebration with us as the host of the events. More events and celebrations at Kerr Lake can be coordinated using the resources of the Vance County Tourism.

Other Local Businesses. Local businesses in the neighboring towns of Henderson, Warrenton, and Oxford could benefit from exposure. Coupling with the local businesses by allowing community businesses to exhibit their goods and services utilizing the park as the host would allow for exposure for the businesses and bring in new visitors.

Park Ranger Staff. The Park Ranger staff at Kerr Lake is of the highest caliber in all their duties, which means they are very adept at providing nature education programs. In 2012, 138 programs were given with over 2,800 participants. Although some of the programs were not in the park and therefore did not directly relate to visitor numbers, these programs provided an increase in awareness about Kerr Lake SRA (NCDENR Database, 2012).

Threats

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Other recreational areas nearby. There are other opportunities for the public to utilize this lake or similar ones for free or less money. The Virginia side of the lake has lower rates for day-use and, depending on the time of year, lower camping rates. Additionally, on the North Carolina Side of the lake there are free Wildlife boat ramps for those just using Kerr Lake for boating activities. Lastly Falls Lake SRA and Jordan Lake SRA may be perceived as a more convenient location to potential visitors from the Raleigh Durham area.

Lack of program participation. In comparison, we attract less than 15% of participants than to the two other state recreational areas combined, Jordan and Falls Lake (NCDENR Database, 2012).

Budget cuts. Kerr Lake SRA, as with the whole division has continually experienced budget cuts. Unless Kerr Lake SRA can prove its worth through increased visitation and become more self sustainable, this could have negative affects for the continuedl existence of Kerr Lake SRA.

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Competitive Analysis

Virginia, Army Corps of Engineers Campground Kerr Lake. The Army Corps of Engineers maintains campgrounds on Kerr Lake on the Virginia side. They have comparable camping prices during the high season (late spring through early fall), but drop their prices in the off season (late fall through early spring). Additionally they have lower day use fees. Although many of our campers come from Virginia, this campground and park attracts many of the Virginia residents. They are high competition for day use and camping for the Virginia resident and for those visitors that are stopping overnight on their way to a further destination (ex. “snow birds” going north for the summer and south for the winter).

Ocaneechee State Park. Ocaneechee State Park is the state park located on the Virginia side of Kerr Lake. This state park provide boat ramps, maintains a day use area and hunting grounds, provides nature programs, and offers campground and cabins. This park offers a variety amenities, but at a higher price. The prices are also varied depending on location. Additionally they charge for day use all year around. This park also attracts much of the Virginia based clientele. They are a high competition for day use and camping for the Virginia resident and “snow-bird” type visitors.

Steel Creek Marina. A boat marina located on the South East side of Kerr Lake. It provides year round boat storage. They also have a campground offering primitive and electric sites at the same rate as Kerr Lake SRA. There is no limit on the amount of time campers may stay which is different from Kerr Lake SRA (14 night stay max in a 30 day period). Their main camping clientele are older RV owners who stay long periods of time. The other clientele are boathouse and large boat owners who wish to keep their boats in the lake year round. They are low competition for weekend/short-term campers and boaters, and no competition for day-use visitors.

Satterwhite Point Marina. A boat marina located next to the main office of Kerr Lake SRA. It provides year round boat storage. They have a boat ramp with and honor box payment for use method. Additionally, they have cabins that are available for weekly rental. The clientele they attract are boat owners who wish to store, or dock their boats long term. They also attract those who wish to visit the lake overnight but with the amenities and feel of a home or hotel room, which is what

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the cabins offer. Although the marina may draw some of the customers away with the cheaper fee for the boat ramp, it is in need of repairs. They are low competition for our campgrounds and boat ramps, and no competition for day-use visitors.

Falls Lake SRA and Jordan Lake SRA. Both lakes are part of North Carolina State Parks system. They are located in the Raleigh and Durham area respectively. They offer the same amenities, programs, and prices that Kerr Lake SRA does. They provide more nature education programs and festivals than Kerr Lake SRA does. They are competition because they have the large populations from Raleigh Durham and Chapel Hill (RDU) to draw from. They are high competition for the weekend camper who is an RDU or nearby resident. We are too far from the RDU to consider trying to compete with the day-use visitors from these two lakes.

Campgrounds at Lake Gaston. Lake Gaston is about an hour north east from Kerr Lake SRA. The campgrounds around Lake Gaston offer electric and non-electric camping. The prices are about double on average of the campground prices at Kerr Lake SRA. In addition, many of the campgrounds require you to have a membership in order to camp. They offer no nature programs but many of the campgrounds offer theme weeks and have many events throughout the year. They are low competition for campers and no competition for day-use visitors.

Local Hotels/Motels. These local venues offer comfort and are located in close proximity to Kerr Lake. These venues attract some of the fishermen for the fishing tournaments. However, they are at least three to four times more expensive. Additionally many of those that would stay at the hotel/motel in order to recreate at Kerr Lake would do so going through one of Kerr Lake SRA’s parks. Therefore they would still be subject to day-use fees. They are low competition to Kerr Lake SRA for day-use and camping. However, during large fishing tournaments, many of the contestants utilize the hotel/motels in the area so they are high competition for overnight stay to us during fishing tournaments.

Bowling alley, Arcade, Movie Theater, and Roller-skating Rink. These three venues are some of the other recreation facilities in Henderson, which is the main city of Vance County, where Kerr Lake SRA is located. These three venues provide indoor entertainment at reasonable prices. They are centrally located in the city of Henderson so they are easily accessible. They are low competition to Kerr Lake

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SRA in high season and during nice weather. They are high competition during off season and during unfavorable weather.

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Customer Analysis

Customers Kerr Lake SRA serves

a. Demographic. The three main services we provide are; Camping, day-use, boating access, and nature programs. Demographically, all of day-use activities cannot be analyzed with available information, however one aspect of it, boat (use of boat ramps/ boat access) can be. For camping and boating (boat access), I utilized Sports Business Network in order to analyze the demographics. For Nature Programs I utilized the programs given between Kerr Lake SRA, Falls Lake SRA, and Jordan Lake SRA because Falls Lake and Jordan Lake are lakes that are most like Kerr Lake SRA in attractions and are Kerr Lake SRA’s biggest competitors in North Carolina that offer nature programs.

Youth1. Camping. Youth account for approximately 23.3%

of those who camp. 2. Boating Access (to be analyzed by boat use).

Youth account for approximately 17.2% of total boaters.

3. Nature Programs. Youth account for approximately 90% of total program participants.

Adults1. Camping. Adults account for approximately 35%

of those who camp.2. Boating Access (to be analyzed by boat use).

Adults account for approximately 73.3% of total boaters.

3. Nature Programs. Adults and seniors account for approximately 10% of total program participants.

Seniors1. Camping. Seniors account for approximately 7.5%

of those who camp.2. Boating Access (to be analyzed by boat use).

Seniors account for approximately 26.7% of total boaters.

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3. Nature Programs. Adults and seniors account for approximately 10% of total program participants.

b. Psychographics. Camping and boat access can be further analyzed by examining income levels of those who participate in each recreational activity and those who do and do not have children under the age of 18. Data was extrapolated from the Sports Business Network. Seasonal differences in park use can be analyzed by Kerr Lake SRA visitation reports.

Camping. 1. Income levels

a. Under $35,000 per year income level accounts for approximately 9.4% of total camping participants.

b. Between $35,000 and $49,999 per year income level account for approximately 14% of total camping participants.

c. Above $50,000 per year income level accounts for approximately 29% of total camping participants.

2. Camping with/without presence of a child under 18.

a. Those who have at least one child under the age of 18 account for approximately 55% of total camping participants.

b. Those who do not have a child under the age of 18 account for approximately 45% of total camping participants.

Boaters1. Income levels

a. Under $35,000 per year income level accounts for approximately 7% of total boating participants.

b. Between $35,000 and $49,999 per year income level account for approximately 11% of total boating participants.

c. Above $50,000 per year income level accounts for approximately 33.7% of total boating participants.

2. Boating participation with/without presence of a child under 18.

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a. Those who have at least one child under the age of 18 account for approximately 48.2% of total camping participants.

b. Those who do not have a child under the age of 18 account for approximately 51.7% of total camping participants.

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Market Segments

1. Demographics. The primary target group should be adults for all interests but programming. This target group statistically was the highest participant in camping and boating recreation. Secondary marketing for all amenities but nature programs will be the seniors who were the second highest participants in camping and boating. The primary target group for nature programs will focus on youth.

2. Psychographics

Youth that enjoy outdoor nature programs Adults with children under the age of 18 Adults with yearly income of over $35,000

Target Market

1. Geographic. The primary geographic target is local. This includes Vance, Granville, and Warren counties in North Carolina and Mecklenburg County in Virginia. These are all within a 20 to 30 minute drive from Kerr Lake SRA. This makes Kerr Lake SRA a close recreation choice for these populations. Additionally it is easier to advertise using small town media sources (local radio, newspaper, community boards) in order to market to this group. The secondary market is the RDU area (Raleigh, Durham, Chapel Hill). With over 700,000 residents living in or around the RDU, it is a large population to market to. In the amenity of camping alone, this has the potential in attracting over 300,000 interested campers, over 50,000 who could be frequent camping visitors.

2. Demographics. One primary market is the adult group which shows the

highest participation in two of our main amenities, camping and boating (boat access).

Another primary market is the African American community. Over half of the population in Vance and Warren County, where Kerr Lake SRA is geographically located, is composed of African-American residents (Census Bureau, 2011).

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The secondary market should target the senior group. In addition to the senior group composing around 30% of camping and boating participants, this is also the only group we currently give discounts to.

3. Psychographics

Primary Markets

Adults with children under 18, or a group deemed a family. Families are the primary user in the camping and boating activities. Additionally, although nature programming consists mostly of youth participants, it is due to the family, or adults with children under 18.

Recreational Vehicle (RV) users. There are over 50 million RVers in the U.S. Kerr Lake SRA maintains more than half its camping sites to accommodate RV users.

Adults who enjoy boating as a recreation. Kerr Lake SRA has nine boat ramps spread out around the North Carolina side of Kerr Lake over 7 parks highlights the importance Kerr Lake SRA emphasizes on boating via boat ramps.

Youth who enjoy outdoor nature programs. Youth are the predominate participant in nature programs.

Secondary Markets

Adults interested in primitive camping. Just under half of the camping sites are primitive, without electric hook-ups. These camp sites are only heavily utilized during summer holiday weekends. There is great opportunity for utilization of these primitive sites.

Adults interested in nature programs. The low participation in nature programming by adults may be due to lack of programming geared toward adults. This is an untapped opportunity to increase program participation and overall visitation.

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Marketing GoalsSummary of GoalsThe large scope in what needs to be achieved by Kerr Lake SRA is the overall increase in visitation. This needs to be seen as the increase in day-use visitors, campers, and attendance to park programs. The increase in visitation, camping and attendance will benefit Kerr Lake SRA and NC State Parks in two ways. The first way is to validate the importance of State Parks and therefore prove the value in continuing financial support by the NC government. The second reason is that the increase in these three aspects will increase revenue by Kerr Lake SRA and increase the awareness by the government of the value NC State Parks has as a contributing body to North Carolina.

Specific Goals

Increase day use visitation Increase RV camping reservations Increase Primitive camping reservations Increase length of stay by campers Increase use of amenities (community buildings, baseball diamond,

picnic shelters) Increase programming by 20% Increase programming geared towards adults by 10% Increase programming attendance by 20%

Value Proposition

Kerr Lake SRA is a North Carolina recreational facility dedicated to providing easily accessible and affordable lake access, premier campgrounds, and a variety of day use facilities. We are also the leaders in environmental stewardship and public environmental education. Additionally we offer community outreach and unity, visitor satisfaction, and public safety.

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Marketing Strategy

In order to achieve the marketing goals for Kerr Lake SRA a multi-faceted advertising and promotion campaign will be implemented. This strategy will include increasing awareness of Kerr Lake SRA by making Kerr Lake SRA more visible on the internet venues, newspaper, and radio. Rather than just offering information and promotions through these venues, a campaign to create brand loyalty (camping at Kerr Lake SRA rather than any other park) through creating a personal connection is needed. Creating a personal connection with the local communities will begin to reposition Kerr Lake SRA as the recreational preference for the residents in the surrounding communities. After establishing a brand loyalty with the local communities, we can then utilize grassroots advertising and push for advertising venues in more populated regions, i.e. RDU newspapers and radio stations.

In addition to advertising a year-long promotion campaign will be implemented. These promotions will be geared toward the different target markets and run throughout the year. These promotions are geared toward retaining current customers, attracting new customers, and rewarding frequent use customers. The promotions campaign will attract the target markets individually in some promotions, and collectively in many of the promotions.

Specifically Kerr Lake SRA should improve in the following ways:

Increase day use visitation by 30% Increase camping reservations by 20% Increase length of stay by campers by 2 days per camper Increase use of amenities (community buildings, baseball

diamond, picnic shelters) by 10% Increase programming by 20% Increase attendance to programs by 20%

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Marketing Tactics

1. Advertising

a. Newspaper-Ask a Ranger article once a month in the Vance, Warren, and Granville County newspapers that includes a program list and upcoming promotions at the park. An example of a promotional deal would be to bring in the Ask a Ranger article and receive a free day pass or 10% discount on camping. The article would increase awareness of Kerr Lake SRA. The article would create a personal connection between the local communities and Kerr Lake SRA. This will be the beginning step in creating more brand loyalty. These articles will attract the geographical primary target group, local communities, adults with children who enjoy nature programs, adults who enjoy campers, and the African American community because they are the dominate demographic in the these local communities.

b. Radio-Have an hour on the local public radio station per month. It would be a “Ranger story time; stories from the lake front”. It would include fictional and non-fictional stories about nature, camping and life as a Ranger. Program dates for the next month would be advertised. The promotion would be to use a key word or phrase that would be good for free entrance to the park or a 10% discount on camping. The promotion would be good for one week after the radio show airing. This tactic would also work on making a personal connection with the local community. This radio station would attract the geographical primary target group, the local communities and as a subsidiary, the African American community.

c. Internet-The NC State Parks website, Facebook, and a twitter page will contain the nature programs offered at Kerr Lake SRA each month. This will hit the target markets of adults with youth who enjoy nature programs, and will reach the secondary geographic target market group of the RDU region and beyond.

2. Events

a. “Spring has Sprung!” 2013 is The Year of the Wildflower theme for NC State Parks. Kerr Lake SRA will host an event utilizing other not for profit/philanthropic businesses/groups in Henderson, NC such as the 4H Club, Girl Scouts, Boy Scouts, Church groups, YMCA, and other community outreach programs. These businesses/groups would set up booths and areas throughout our main day-use area at Satterwhite Point in

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order to educate and promote the Year of the Wildflower while at the same time advertising their company/group. There would be booths where visitors could plant their own flower and take it home, draw and label a flower, face-painting flowers, giving flower i.d. workshops. The entrance fee would be waived for visitors to this event. This would attract the primary geographic group, the African American community, and adults with children who enjoy nature programs

b. “Business After Hours, at Kerr Lake!” This would be an event that would allow businesses from the surrounding communities to set up a booth at the main day use area, Satterwhite Point, and advertise their business. They would not be able to sell anything but could offer free; samples, mini-seminars, demonstrations, etc. This would attract the primary geographic community and the African American community. This would be an event to increase awareness, increase desire, and initiate action to visit Kerr Lake SRA.

c. “Fall Festival”. This would be an event held in late October. It would be an entirely Ranger produced event. There would be hay-rides, short hikes, stations with programs games, pumpkin decorating contests and candy. It would be held at the main day use area, Satterwhite Point. This would attract the primary geographic community and the African American community. This would also attract adults with youth that enjoy nature programs. This would be an event to increase awareness, increase desire, and initiate action to visit Kerr Lake SRA.

3. Promotions

d. “Stay the Week”-With this promotion a visitor could camp Monday through Friday, and get Saturday and Sunday free. This would attract adult and senior campers.

e. “TGIF”. With this promotion a visitor could purchase a weekend day use pass for $9/7 (regular/senior rate) versus the daily rate of $6/4. This would be good for Friday, Saturday, and Sunday of that weekend. This would attract the primary geographic market, African American market, and boaters.

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f. “Nature’s gift”. With this promotion a visitor would have to attend 6 programs within a year and receive a week of free camping. It would be good for camping at Kerr Lake SRA anytime except holiday weekends and only one per family allowed per year. This would attract the primary geographic and the African American market. It would also attract the secondary market of RDU because Jordan and Falls Lake SRAs do not offer this type of promotion. It would attract senior and adult campers as well as adults with youth that enjoy nature programs.

e. “Winter Rates”. In order to be competitive to surrounding campgrounds with their winter rates, winter camping rates will be implemented. The prices will be $10 per night from November 1 through March 31. This will attract the adult camper market and senior camper market.

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Implementation and Control

Action Plan

Timeline

Jan-March 31

a. Have three local newspapers from Vance, Granville, and Warren county print “Ask a Ranger” either in print or their internet component of their local newspaper. This will each month. At the end of the article offer a listing of the programs for that month. There will be at least 6 programs offered at the park. List the “Winter Rates” promotion that offers reduced camping rates.

Cost- $0

All three newspapers have agreed to print “Ask a Ranger” and have always offered to give free advertisement for Kerr Lake SRA for programs.

b. Advertise monthly upcoming programs and the “Spring has Sprung” event on the NC State Parks Facebook and Twitter pages, local radio station, WRAL community calendar, and the North Carolina Office of Environmental Education calendar of events.

Cost- $0

c.Send out letters to the not-for-profit businesses in the area inviting them to a community meeting at Kerr Lake for a discussion about Kerr Lake SRA hosting a community event that would highlight the not-for-profit businesses and groups while using the theme of wildflowers to emphasis NC State Parks theme for the year. Set the date for mid-April. Have the participating businesses and groups advertise through their venues using a flyer template which will be emailed to all participants for reprint.

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Cost-$100

This includes the cost of producing and sending the letters and the cost of providing refreshments at the community meeting.

April

a. Continue with newspaper columns eliminating the “Winter Rates” promotion and adding the “Stay the Week” promotion. Explain that it is good April through October but offer another free night camping if the article is cut out and brought to the main office when the reservation is made. The contingency would have to be that the extra day would have to be for a camping trip booked for the month of April.

Cost- $ 0April is still out of season for camping. The cost to maintain an empty campground costs more than bringing in a customer for a week even if they are given a discount. b. Maintain advertising at least 6 programs and upcoming “Business After Hours, at Kerr Lake” event for mid-May on all advertising fronts; internet, newspaper, radio.c. Start the “Stories from the Lake” program on the local radio station. Offer upcoming promotions and programs for the month.

Cost- $0d.Host “Spring has Sprung” event at Satterwhite Point park at Kerr Lake SRA. It will be an all-day event on Saturday April 27, 2013. Booths could be set up in the lawn areas on either side of the road through Satterwhite Point and around the parking lots. Park Ranger staff will man the community building and give programs involving wildflowers.

Cost-$100This cost is for extra program supplies as needed by the Ranger staff. There will be no need for extra security; we have enough rangers to provide security and programs. Additionally, in April we have already started extra seasonal maintenance so no further clean-up staff will be needed.

e.Send out letters to local businesses in the area inviting them to a community meeting at Kerr Lake for a discussion about Kerr

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Lake SRA hosting a community business event that would highlight the local businesses in the area. Set the date for mid-May. Have the participating businesses advertise through their venues utilizing a flyer template that will emailed to participating businesses.

Cost-$0

May

a. Maintain advertising at least 6 programs, “Stay the Week” promotion and upcoming “Business After Hours, at Kerr Lake” event for mid-May on all advertising fronts; internet, newspaper, radio.

Cost-$0 The “Stay the Week” promotion will make more money than it would hypothetically cost. The average campers stay is 2-3 days. By extending it 4-5 days we make a profit.

b.Host “Business After Hours, at Kerr Lake” on May 17, 2013 from 4 to 8 in the evening at Satterwhite Point. Booths could be set up in the lawn areas on either side of the road through Satterwhite Point and around the parking lots. Park Ranger staff will man the community building and give programs involving wildflowers.

Cost-$50 This is only to replenish needed supplies for programs the Rangers will be giving. There will be no need for extra security; we have enough rangers to provide security and programs. Additionally, we have extra seasonal maintenance so no further clean-up staff will be needed.

c.Continue column in newspapers and monthly hour at the local radio station.

Cost-$0

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June-August

a. Advertise at least 15 programs a month, “Stay the Week”, “TGIF”, and “Nature’s Gift” promotions on all advertising fronts; internet, newspaper, radio.

Cost-$0The “TGIF” promotion will involve the internet service Active Outdoors making a new entry called “weekend pass”. b. Provide each entrance booth with forms for the “Nature’s Gift” promotion.

Cost-$100This includes the cost for paper and ink.

c. Continue column in newspapers and monthly hour at the local radio station.

Cost-$0

September-October.

a. Advertise at least 6 programs a month, “Stay the Week”, “TGIF”, and “Nature’s Gift” promotions and the “Fall Festival” event on all advertising fronts; internet, newspaper, radio.

Cost-$0

b. Continue column in newspapers and monthly hour at the local radio station.

Cost-$0c.Put up flyers around Henderson, NC advertising for the “Fall Festival”.

Cost-$50Flyers can be made in-house, so the only cost would be paper, and ink. Rangers would distribute the flyers to local businesses and groups.

d. Host “Fall Festival” on October 26, 2013 from 1 to 5 in the evening at the Satterwhite Point Park.

Cost $200

Candy, program materials, and pumpkins. Kerr Lake SRA already has tractors, hay-bails, and trailers for hay-rides.

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2013 Budget SummaryItem Vendor CostRefreshments Local Food Lion $200.00Office Supplies Staples $150.00Program Supplies (art supplies, candy, etc.)

Local Wal-Mart $150.00

Pumpkins Local Farmers $100Total $600.00

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Evaluation

The overall visitation rates will be the main tool for evaluation. The main goal is to increase overall visitation by 30%. The visitation will be measured using a combination of input from each park’s traffic counter, camping and day-use sales. If there is a 30% increase or more, it will be considered a success.

For success of the promotions, the amount of use of each promotion will need to be tallied. The “TGIF” promotion will be able to be tracked through the internet program. The “Stay the Week” and “Nature’s Gift” and “Winter Rates” promotions will have to be tracked by the rangers, entrance booth workers, and main office. A monthly tally can be done and compiled at the end of the year. The promotions will be considered a success if they were used and if the total camping increases by more than 20% for the year.

Success of the special events will be determined by total participation. The special events will be deemed a success if there is a large involvement from the local businesses and community, and if more than 100 people participate in each event.

The goal for nature programs was to increase number of programs given by 40% and increase attendance by 30%. With the plan that is set in place, by the end of the year, we will have exceeded the 40% increase of programs being given by 10 programs. In order for the attendance to be a success more than 1,743 people have to participate in the programs. This can be evaluated by tallying the program numbers and attendance at the end of the year.

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Appendix

Sample Newspaper Column

Is the new boat ramp in Area 2 at Nutbush Park, Kerr Lake SRA open to the public?

The new boat ramps in Area 2 at Nutbush, which opened in spring of 2012, are for public use. It is a twenty-four hour access boat ramp. The boat ramp was constructed for public access. However, another reason was to have a more accessible point for fishing tournaments that we have throughout the year. The public is still allowed to use the boat ramp during a fishing tournament, but it is suggested that those not participating in the tournament use the Area 1 boat ramp. This is simply to help alleviate some of the congestion along with some personal headache for the public boat ramp users. This new boat ramp also comes with an area, available for rent, for big events, such as fishing tournaments. We are very pleased with the new boat ramp in the user-friendly design.

Please send your questions to:Ranger Jessica Williams6254 Satterwhite Point Rd.Henderson, NC 27537

Programs for April 20134/13/13 –Reading with a Ranger at Leslie Parham Library 4 pm

4/23/13 – Winter Animals-at Kerr Lake SRA in the Satterwhite Point Community Building 3 pm

4/30/13- What’s Your Favorite Animal? Bring a picture, stuffed/plastic animal that represents your favorite animal and we will discuss them. Kerr Lake SRA at the Satterwhite Point Community Building 2 pm

Promotions for April 2013

“Stay the Week”. Come camp at Kerr Lake SRA for five days and get two days free! Cut out this article and receive and extra day of free camping for the month of April. Promotion is good one per family.

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Kerr Lake SRA Fall Festival!November 26, 1-5 p.m.Satterwhite Point ParkCome enjoy a day of fall fun and festivities at Kerr Lake SRA!

Free hay-rides, guided hikes, spooky story-telling, autumn arts and crafts, programs, scavenger hunt, and more!

Bring your own pumpkin and participate in a pumpkin carving contest!

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