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8/6/2019 Marshfield CVB Campaign Book
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M A R S H F I E L D C V B - C A M P A I G N B O O K
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N u V o x A g e n c y - C a m p a i g n B o o k
M i c h a e l C h e n g - S t e r l i n g C r a i n - J a m i e D a i g l e - D a n n y D a p u z z oB e c k y L a z a r u s - L a u r e n M a k i - D o u g N e l s o n - C o r r y S a l m
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04 TABLE OF CONTENTS
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06 TEAM MEMBERS
NuVox (pronounced new-vox) uses the Latin translation for voice to sum up our core philosophy.We believe the best solutions dont imitate whats been done before, but instead provide our
clients with fresh and innovative ideas that improve their business. We look forward to working
ZLWKWKH0DVKHOG&RQYHQWLRQ9LVLWRUV%XUHDXWRGLVFRYHU0DUVKHOGV new voice.
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07
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08 EXECUTIVE SUMMARY
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09
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$7#BMTPSFDPHOJ[FTUIBUUIFDMJOJDJTBOPWFSTIBEPXJOHmHVSFJO
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TFFLBNBSLFUJOHQMBOJOPSEFSUPVOJRVFMZCSBOEJUTFMGBQBSUGSPNUIF
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.BSTImFMEUPDBQJUBMJ[FPOJUTQPUFOUJBMBTBWBDBUJPOEFTUJOBUJPO
5IF/V7PY"HFODZSFDPHOJ[FTUIFJNQPSUBODFPGEJTUJOHVJTIJOH
UIF.BSTImFME$7#BTBOFOUJUZTFQBSBUFGSPNUIF.BSTImFME$MJOJD
BOEDPOWJODJOH8JTDPOTJOSFTJEFOUTUIBU.BSTImFMEJTBDJUZXPSUI
WJTJUJOH5IFTFUXPHPBMTMFEUP/V7PYTOFXDBNQBJHOi*UT*O0VS
/BUVSFw
Research
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DPOEVDUFERVBOUJUBUJWFBOERVBMJUBUJWFSFTFBSDIUISPVHIBTVSWFZ
BOEEJHJUBMFUIOPHSBQIZ5IFHPBMPGUIFTVSWFZXBTUPEFUFSNJOF
XIBUNPUJWBUFT.JEXFTUFSOFSTUPUBLFWBDBUJPOTXIFSFUIFZ
TFFLUSBWFMJOGPSNBUJPOBOEUPHBVHFUIFJSXJMMJOHOFTTUPWJTJUB
EFTUJOBUJPOBGUFSUSBWFMJOHUPBDMJOJD
5IFNPTUOPUBCMFmOEJOHTJODMVEF.JEXFTUFSOFSTUFOEFODZUP
TFFLJOGPSNBUJPOUISPVHIUSBWFMXFCTJUFTBOEXPSEPGNPVUI
UIFJSJODMJOBUJPOPGCPPLJOHUIFJSUSJQTPOUIFTFXFCTJUFTBOEUIFJS
FBHFSOFTTUPSFUVSOIPNFJNNFEJBUFMZBGUFSBDMJOJDWJTJU5IF
TVSWFZSFJOGPSDFEUIBUJUXPVMECFEJGmDVMUGPSUIF.BSTImFME$7#UP
DPOWFSUDMJOJDWJTJUPSTJOUPMFJTVSFWJTJUPSTUIPVHIUIFSFJTQPUFOUJBM
JOLFFQJOHTPNFQBUJFOUTGPSBEEJUJPOBMOJHIUT*UBMTPDPOmSNFE
UIBUNBSLFUJOHFGGPSUTNVTUCFGPDVTFEPOEJTUJOHVJTIJOHUIFDJUZ
GSPNUIFDMJOJD"OPUIFSPCTUBDMFJEFOUJmFEGSPNUIFTVSWFZJTUIBU
WJTJUPSTGBWPSUSBWFMJOHUPEFTUJOBUJPOTXIFSFUIFZDBOWJTJUGBNJMZ
BOEGSJFOET8IJMFQPUFOUJBMHVFTUTNBZOPUIBWFGSJFOETPSGBNJMZ
MJWJOHJO.BSTImFME/V7PYUPPLOPUFUIBUFNQIBTJ[JOHUSBWFMJOH
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TQFDJmDBUUSBDUJPOT
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BQMBDFUPDSFBUFOFXNFNPSJFTFYQFSJFODFGFTUJWBMTBOEHBJOBO
BQQSFDJBUJPOGPSUIFJNQPSUBOUUIJOHTJOMJGF/V7PYXJMMSFBDI#BCZ
#PPNFSTBOEZPVOHGBNJMJFTMJWJOHXJUIJONJMFTPG.BSTImFMEGPS
XIPNUIFUSJQXPVMESFNBJODPOWFOJFOUBOEDPTUFGGFDUJWF-BTUMZ
/V7PYTIJHIFTUQSJPSJUZJTUPQSPWJEFUIF.BSTImFME$7#XJUIB
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Advertising
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UPFOKPZUIFMJUUMFUIJOHTJOMJGFXJUIUIFPOFTXFMPWF
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/V7PYXBTDBSFGVMOPUUPGPDVTPVSDBNQBJHOTPMFMZPOFTDBQJOH
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Marketing
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DVMUVSBMFWFOUTBOEIJTUPSJDBMTJUFTUISFFBDUJWJUJFTUIBU.BSTImFME
PGGFST5IFZBMTPVTFTPDJBMNFEJBBOEFOKPZJOUFSBDUJOHXJUICSBOET
5IFTFDPOEBSZNBSLFUDPOTJTUTPGZPVOHQBSFOUTZFBST
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11
target audiences when they are seeking travel information. NuVox
also selected three print magazines that have large distribution
throughout Wisconsin and contain content relevant to Wisconsin
vacations. Magazines have a long shelf life, high pass-along rate
and superior print quality.
7KH0DUVKHOG&9%GHPRQVWUDWHGDGHVLUHWRSURGXFHDWHOHYLVLRQ
commercial because success was achieved in the past through this
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however, we determined that producing and placing commercials
will be effective only with a larger budget. At the end of this book,
we have placed two separate media plans and budgets for the
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greater breadth and depth of placements. Using the spreadsheet
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able to customize a media plan and budget that is appropriate and
ideal for their goals.
Conclusion
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festivals, but NuVox believes there is potential to grow the city into
a popular vacation destination among Wisconsin residents between
IHVWLYDOV%\SRVLWLRQLQJ0DUVKHOGDVDSODFHWRFUHDWHPHPRULHV
with family and rediscover the important things in life, Midwestern
Baby Boomers and young families will see the value in planning a
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UHSXWDWLRQWKDWLVVHSDUDWHIURP7KH0DUVKHOG&OLQLF7KH1X9R[
Its In Our Nature campaign will reverberate among Midwesterners
DQGOLIW0DUVKHOGWREHFRPHDWRSRIPLQGFHQWUDO:LVFRQVLQvacation destination.
PR/Sales Promotion
To increase awareness and word-of-mouth amongst both target
markets, NuVox Agency provides a set of public relations and sales
promotion activities to implement over the course of one year. These
DFWLYLWLHVLQFOXGH7KH0DUVKHOG9LVLWRUV3DVV,Q7KH0DUVK
Festival Giveaways, and Marsh Field Day.
7KH0DUVKHOG9LVLWRUV3DVVLVDUHZDUGVSURJUDPIRUYLVLWRUVZKR
FRPHWR0DUVKHOGDQGVXSSRUWORFDOEXVLQHVVHV,Q7KH0DUVKD
social media campaign, creates an online community where visitors
FDQVKDUHWKHLU0DUVKHOGH[SHULHQFHV7KHFDPSDLJQZLOOFDXVHword-of-mouth buzz, which will entice potential visitors to learn more.
)HVWLYDO*LYHDZD\VZLOOLQFUHDVHWUDIFWRWKH&9%VZHEVLWHDQGZLOO
provide the CVB with a list of e-mail addresses, which they can use
to contact potential visitors in the future. Lastly, to capitalize on the
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an event called Marsh Field Day, which aims to bring clinic visitors
out of the facility and into the city. The event has an emphasis on
childrens health education through games, activities, information
booths for parents and children, as well as the Doc Marsh character.
This event provides the potential to capture free media impressionsby publicizing the event though a press release.
Media/Budget
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of the media plan has been placed on digital advertising, with the
inclusion of select traditional magazines. Since both target markets
seek travel information online, NuVox decided to place online banner
ads on local travel websites and online newspapers. These media
vehicles are effective because our target markets are visitors whoOLYHVHPLORFDOO\PLOHVIURP0DUVKHOG,QDGGLWLRQZHEHOLHYH
WKDWSHRSOHVHHNLQJLQIRUPDWLRQRQ0DUVKHOGZRXOGXVHORFDO
sources as reference guides, not national or large-scale publications.
Lastly, local digital vehicles are very cost-effective, and reach both
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12 SITUATION ANALYSIS
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13
Industry
The travel industry is broad and centered around several major tourist
attractions. With places like Disney and Las Vegas, trends in travel
EHFRPHVNHZHGWRZDUGWKHVHSRSXODUGHVWLQDWLRQV0DUVKHOGLVQRWa competing destination when compared with such large theme-park
and casino attractions. For this reason, NuVox has decided to narrow
down the travel industry and take a regional approach. There are,
however, a few noteworthy considerations about the travel industry on
a national level to mention before continuing on to the regional focus.
)LUVWVSHQGLQJRQGRPHVWLFWUDYHOGHFOLQHGLQWRELOOLRQD
9% decrease from 2008. Spending is expected to increase by 6% in
2010, but this would only be enough of an increase to bring the sales
XSWRWKHELOOLRQOHYHORI867UDYHO0DUNHW
Looking ahead in the travel industry, it is predicted that consumers
will be willing to spend more money on their travels. This is suggested
by their willingness take overnight trips. It is also predicted that 55%
of US adults intend to travel leisurely between November 2010 and
April 2011. The travel industry as a whole is shifting to a new norm in
travel with consumers staying closer to home and taking shorter trips.
They are spending less money and booking their vacations closer to
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,QWUDYHOHUVWR:LVFRQVLQVSHQWMXVWRYHUELOOLRQLQ
expenditures, most of which occurred between June and August.
This was a 7.8% decrease from the previous year, with expenditures
WRWDOLQJVOLJKWO\RYHUELOOLRQ7KHFRPELQDWLRQRIDVWUXJJOLQJ
economy, the low number of full-time jobs, declining resident income,
and shrinking government revenue has resulted in the decrease oftravel expenditures. Between 2008 and 2009 the largest change
occurred from March to May with a 9.2% decrease in expenditures.
As shown in the Figure 1, travel expenditures in 2009 were broken
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2IWKHELOOLRQLQH[SHQGLWXUHVZDVVSHQWE\WUDYHOHUVZKR
were staying in Wisconsin hotels overnight as opposed to campsitesor with family and friends. Management of the Wisconsin hotels have
conducted some research and discovered that guests are more likely
WREHIURP:LVFRQVLQWKDQIURPRXWRIWKHVWDWH7KH
average party size in a Wisconsin hotel room is 2.1 people, and they
stay for an average length of 1.96 days. Forty-six percent of guests
are staying for pleasure, 36% for business, and 19% for meetings or
FRQYHQWLRQV+LJKOLJKWV
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1414
Company
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Location
7KHFLW\RI0DUVKHOGLVORFDWHGGLUHFWO\LQWKHFHQWHURIWKHVWDWHRI
Wisconsin, hence its nickname, the Hub City. Its boundaries fall
within two different counties, Wood County and Marathon County
WKHPDMRULW\RI0DUVKHOGEHLQJLQ:RRG&RXQW\:RRG&RXQW\ZLWK
about 77,000 residents, is famous for its local cranberry growers
who are among the nations largest cranberry producers. Marathon&RXQW\LVPXFKODUJHUZLWKDERXWUHVLGHQWV0DUVKHOGLV
123 miles from Green Bay, 141 Miles from Madison, 161 miles from
Minneapolis, 193 miles from Milwaukee, and 275 miles from Chicago
.LUQ
An issue that is likely contributing to the slow tourism business is
0DUVKHOGVGLVWDQFHIURPDQ\PDMRULQWHUVWDWH7KLVLVDSUREOHP
EHFDXVHDERXWRIYLVLWRUVDUULYHLQ0DUVKHOGE\DXWRPRELOH
.LUQ$VVHHQLQ)LJXUH+LJKZD\FXUUHQWO\UXQVWKURXJK
0DUVKHOGEXWLVRQO\WZRODQHVZLGH7KHFLW\LVPLOHVIURPDPDMRULQWHUVWDWH,DQGLVPLOHVWR,+LJKZD\
however, is currently under construction and will be a four-lane
highway by 2012.
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airport is sparse. The nearest regional airport, Central Wisconsin
$LUSRUWLQ0RVLQHHLVPLOHVDZD\0DUVKHOGLVQRWFORVHO\
located to any major bodies of water, a factor possibly adding to
the unsatisfactory tourism rates. Lake Michigan is 133 miles away,
DQGWKH0LVVLVVLSSL5LYHULVPLOHVDZD\0DQ\RI0DUVKHOGVcompetitors are located near water where visitors can enjoy water-
related activities. See page 26 for Competitive Analysis.
Tourism is one of the major industries in Wisconsin, along with
agriculture and manufacturing. The travel industry provides most of
the jobs in Wisconsin, which in turn compliments the manufacturing
and agriculture industries. The Wisconsin Department of Tourism,
DVDZKROHVSHQWDURXQGPLOOLRQLQWRSURPRWHWKHVWDWH
as a travel destination. On an even more regional level Marathon
Country ranked 11th out of the 72 counties in Wisconsin in total travel
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H[SHQGLWXUHV:RRG&RXQW\UDQNHGWKZLWKPLOOLRQ
Looking over a 13-year period between 1996 and 2009, Marathon
and Wood counties experienced increases in travel expenditures by
128% and 59%, respectively. To put this in relation to the entire state
of Wisconsin, the total travel expenditures increased by 80.5%.
'JHVSF#SFBLEPXOPGUSBWFMFYQFOEJUVSFT
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1616
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LWLVRIWHQWKHVDPHSHRSOHZKRDWWHQGWKHIHVWLYDOVWKHUHIRUHYDULHW\
is necessary to keep them coming back.
Area Attractions/Tours
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JuRustic Park, seen in Figure 3. It is a collection of rusted metal
sculptures created by a resident, Clyde Wynia. Also on site is Clydes
wifes art shop where visitors can purchase jewelry, crafted glass,
EHUVNQLWWLQJVSLQQLQJHWFDQGOLIHVL]HVRIWVFXOSWXUHV-X5XVWLF
Park is open most of the spring, summer and fall until 4:30 p.m. and
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WRXUV3UHXVV
7KH:RUOGV/DUJHVW5RXQG%DUQ)LJXUHLVDOVRORFDWHGRQWKH
0DUVKHOG)DLUJURXQGV,WLVWKHRQO\RQHRILWVNLQGLQWKHHQWLUH
United States. It was built in 1916 and is 150 feet in diameter and 70
feet high. It has a unique architectural build as there are no apparent
VXSSRUWLQJEHDPVDQGZDVEXLOWZLWKRXWWKHEHQHWRIVFDIIROGLQJ
Festivals/Events
0DUVKHOGKRVWVDPXOWLWXGHRIIHVWLYDOVDQGWRXUVHYHU\\HDUincluding Dairyfest, Maple Fall Fest, and Dance and Romance
weekend. The city offers a service to visitors by helping groups book
hotels and by providing itineraries and guides for the tours.
Dairyfest, which takes place in June, is one of the largest festivals. At
the festival, breakfast is served in the Worlds Largest Round Barn to
5,000 people. The festival then concludes with a parade. This event
usually brings in about 25,000 people and has been a part of the city
for 29 years.
Another event is the Dance & Romance Weekend, which is in its 11th
\HDU$WWKLV\HDUVHYHQWLQ)HEUXDU\0DUVKHOGEURXJKWLQ3ROND
bands, a Beatles Tribute band and an Elvis impersonator. This event
LVWKHRQO\HYHQWIRUZKLFKWLFNHWVDUHVROGKRZHYHULWKDVEHHQD
consistent outcome each year to barely break even.
A popular event in September is the Maple Fall Fest. Here, visitors
ZLOOQGDUWVDQGFUDIWVYHQGRUVDSDQFDNHEUHDNIDVWPDSOH
seminars, Amish specialties, a farmers market and a childrens
SHWWLQJ]RR7KH0DUVKHOG&9%XVHVWKLVHYHQWDVDSURPRWLRQIRU
the harvest season, and it brings in about 22,000 attendees.
7ZRGD\VRXWRIWKH\HDUWKH0DUVKHOG&9%KRVWVD6SXG%HUU\
and Dairy Tour. For 48 years there has been a Mothers Day art fair,
ZKHUHYLVLWRUVFDQQGQHDUWFUDIWVPLGZHVWHUQDUWLVWVDQGDUHD
PXVLFLDQVDQGSHUIRUPHUV7KH0DUVKHOG&9%DOVRSXWVWRJHWKHU
a Fall Color Motorcycle Ride in early October, a National Trappers
Convention in September, and a Snocross Race in February. Each
year during early September, the Central Wisconsin State Fair brings
LQSHRSOHWR0DUVKHOG,WLVKHOGLQWKH:RUOGV/DUJHVWRound Barn before Labor Day. Downtown Days is the last weekend
in July where attendees can enjoy live music, food, and beverages all
DORQJ&HQWUDO$YHQXHLQ'RZQWRZQ0DUVKHOG
'JHVSF4UBUVFTJO+V3VTUJD1BSL
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17
Historic District
Upham House Historic District contains the Upham Mansion (Figure
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Mansion was built in 1800 and has since been restored. It was the
home of former Wisconsin Governor William Henry Upham. Behind
this mid-Victorian home is a garden containing 32 varieties of roses
that are among the oldest roses in the world, with origins dating
EDFNWR$'DWWKHWLPHRIWKH5RPDQ(PSLUH.LUQ,WLV
open June through September, and guided group tours are available
E\DSSRLQWPHQW$GPLVVLRQLVIRUDGXOWVDQGFKLOGUHQDUHIUHH
2WKHU0DUVKHOGKLVWRULFGLVWULFWVDUH&HQWUDO$YHQXH3OHDVDQW+LOO
West Fifth/Sixth Street, and West Park Street.
0DUVKHOGERDVWVRQHRIPHUHO\IRXUOLYH]RRVLQDOORI:LVFRQVLQWKH
Wildwood Park and Zoo. It covers 60 acres of land and houses more
than 200 animals including a variety of birds and mammals from
North America. Key exhibits are the grizzly bear, mountain lions, lynx,
6DQGKLOO&UDQHVDQGWLPEHUZROYHV.LUQ7KHUHDUHDOVRELNH
trails and drive-by viewings. There is no admission fee.
The Yellowstone Trail is 409 miles long and goes straight through
0DUVKHOG0DUVKHOGDWWHPSWHGWREXLOGDIHVWLYDODURXQGWKHWUDLO
but this it was unsuccessful.
The Columbia Park Band Shell hosts summer concerts on
Wednesday evenings and was built during the Great Depression with
an art deco architectural style. The Wisconsin Central Railroad Depot
houses the Royal Tokyo Teppanyaki & Steak restaurant. Tower Hall is
a local landmark but is not open to the public.
5HFUHDWLRQDOIDFLOLWLHVLQFOXGHDQDXWRUDFHWUDFN0DUVKHOG6XSHU
6SHHGZD\ERZOLQJDOOH\PRYLHWKHDWHUVVSRUWVIDFLOLWLHV
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Lodging
The 7-Star Inn is a small motel located in Wood County. The roomUDWHLVDQLJKWRUIRUWKHZHHNKRZHYHUWKHUHDUHFOLQLF
KRVSLWDODQGVHQLRUFLWL]HQGLVFRXQWVDYDLODEOHVWDUPRWHO
Baymont Inn & Suites is a subsidiary of Wyndham Hotels and Resorts
DQGLVORFDWHGMXVWPLQXWHVIURPWKH0DUVKHOG&OLQLF6W-RVHSKV
+RVSLWDODQG:LOGZRRG=RR5DWHVDUHDURXQGDQLJKW
depending on the type of room %D\PRQWLQQ
Clearwaters Hotel and Convention Center has over 8,000 square
feet of convention/banquet space and 103 guest rooms including
King Whirlpool Suites and an Extended Stay Executive Suite with
kitchenette. It also has a restaurant and lounge. The room rates are
DERXWDQLJKW&OHDUZDWHUV+RWHODQG&RQYHQWLRQ&HQWHU
7KH&RPIRUW,QQLVORFDWHGGRZQWRZQMXVWEORFNVIURP0DUVKHOG
Clinic and the Northway Mall. Unlike many of the hotels in the area,
WKH&RPIRUW,QQKDVSHWIULHQGO\URRPV5RRPUDWHVYDU\IURP
DQLJKW&RPIRUWLQQ
+ROLGD\,QQDQG&RQIHUHQFH&HQWHULVRQHPLOHIURPWKH0DUVKHOG
Clinic and 45 minutes from the Central Wisconsin Regional Airport. It
is within 5 miles of the Worlds Largest Round Barn, JuRustic Park,
and Wildwood Zoo. Their convention center has six spaces with a
WRWDOVTXDUHIHHWRIPHHWLQJVSDFH5DWHVUDQJHIURP
SHUQLJKWGHSHQGLQJRQWKHWLPHRI\HDUURRPW\SHDQG
package. The packages include Advanced Purchase, Pizza On Us,
Bonus Points Packages, and Best Flexible Rates with Breakfast
+ROLGD\LQQFRQIHUHQFH
Park Motel is a locally owned motel that offers long-term stay,
government, AARP, and AAA rates as well as special rates for medical
Retail
0DUVKHOGFRQWDLQVDERXWUHWDLOUPVLQWKHFDWHJRULHVRIERRNVDXWRPRWLYHEXLOGLQJPDWHULDOFORWKLQJFUDIWVKREE\RUDOSHW
JURFHU\JDUGHQLQJRIFHVXSSOLHVVSRUWLQJJRRGVUHVWDXUDQWVDQG
DUW'RZQWRZQ0DUVKHOGKDVVHYHUDOHDWHULHVPDQ\RIZKLFKDUH
historic and restored.
The Northway Mall has 21 stores including well-known companies
such as Bath and Body Works, GNC, JC Penny, Radio Shack, and
Weight Watchers. The mall also has smaller stores such as GL
+REE\DVSRUWVFROOHFWLEOHVDQGPHPRUDELOLDVKRS+RXVHRI8QLTXH
ZKLFKVHOOVJLIWVFDUGVXVHGERRNVDQGSLFWXUHV0LODQ)DVKLRQD
ZRPDQVDFFHVVRU\VWRUH:ROIJDQJV3&DFRPSXWHUVWRUHDQG
more. There is also a restaurant called World Buffet in the mall.
Fijis Outlet Store is a place where you can purchase cheese, gift
baskets, gourmet and specialty foods, as well as gifts. It also has a
full deli. Their tagline is Bringing Wisconsins Dairy Best Home To
You Since 1944.
Conventions
0DUVKHOGKDVWZRFRQYHQWLRQFHQWHUVHDFKDWWDFKHGWRKRWHOVDQG
each allowing for a capacity of 300 people. The types of conventions
YDU\JUHDWO\KRZHYHUPRVWDUHDJULFXOWXUDODQGPHGLFDOUHODWHG
0DUVKHOGVORFDWLRQEHLQJLQWKHFHQWHURIWKHVWDWHLVLGHDOIRU
conventions, as many convention-goers like to meet in the middle.
Amish Community
There is a large population of Amish and Mennonite people living
DERXWPLOHVRXWVLGHRI0DUVKHOG,QWKHVHDUHDVWKH\KDYHVKRSV
and hold tours. Other focal points are woodworking, furniture, bakery
goods, bulk foods, fruits and vegetable gardens, and farming.
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0DUVKHOG&RQYHQWLRQDQG9LVLWRUV%XUHDX
Mission
7KH0DUVKHOG&9%LVDQRQSURWRUJDQL]DWLRQGHGLFDWHGWR
DWWUDFWLQJYLVLWRUVWRWKHJUHDWHU0DUVKHOG:,DUHD7KHPLVVLRQ
VWDWHPHQWLVDVIROORZV7KHPLVVLRQRIWKH0DUVKHOG&RQYHQWLRQ
DQG9LVLWRUV%XUHDXLVWROHDGWKHGHYHORSPHQWRI0DUVKHOGV
hospitality industry through aggressive marketing of its attractions,
DVVHWVDQGIDFLOLWLHV.LUQ
Purpose
7KH0DUVKHOG&9%VXSSRUWVWKHORFDOKRWHOVDQGPRWHOV
restaurants, attractions, festivals, and conference center facilities.
7KH0DUVKHOG&9%VPDLQIRFXVHVDUHJHWWLQJKHDGVLQEHGV
hospitality, conference center services, festivals and events,
promotion of area attractions and motor coach tours.
Income
7KH0DUVKHOG&9%LVIXQGHGE\WZRPDLQVRXUFHVKRWHOURRP
tax and income generated by festivals. The hotel/motel room tax
LVFROOHFWHGDQGDGPLQLVWHUHGE\WKH&LW\RI0DUVKHOG:,WKH
0DUVKHOG&9%GRHVQRWGLUHFWO\FROOHFWWKLVPRQH\
7KH0DUVKHOG&9%VLQFRPHVWDWHPHQWIURPVKRZHGD
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marketing plan, which is vital for attracting tourists and encouraging
them to return, has not been established.
7KH0DUVKHOG&9%XVHVDYDULHW\RIRXWOHWVWRDWWUDFWYLVLWRUV
including visitor guides, public relation pieces, event T-shirts,
D0DUVKHOG&9%ZHEVLWHD)DFHERRNSDJHWHOHYLVLRQDGV
promotional videos and ads in a few prominent newspapers.
Visitors Guide
Explanation:(DFK\HDUWKH0DUVKHOG&9%SULQWVRXWQHZYLVLWRUJXLGHV
DQGPDLOVWKHPWRSRWHQWLDOYLVLWRUVLQWKH0DUVKHOGDUHD7KHYLVLWRUJXLGHLVDOVRDYDLODEOHRQOLQHDOWKRXJKLWLVGLIFXOWWRORFDWH
7KH0DUVKHOG9LVLWRU*XLGHLVVHHQLQ)LJXUHDQGWKH
0DUVKHOG9LVLWRU*XLGHLVVHHQLQ)LJXUHDQDO\]LQJWKH0DUVKHOG&9%VLQFRPHVWDWHPHQWLWLVDSSDUHQWWKDW
their net income relies heavily on the expenses and revenues related
to the Visitor Guide.
Partnerships
0DUVKHOGKDVSDUWQHUHGZLWKPDQ\ORFDOEXVLQHVVHVDQG
RUJDQL]DWLRQVVXFKDVWKH0DUVKHOG$UHD&KDPEHURI&RPPHUFHand Central Wisconsin Synergy, which help with business
GHYHORSPHQW0DUVKHOGLVDSDUWRIWKH&HQWUDO:LVFRQVLQ7RXULVP
Association, a collaboration of Central Wisconsin convention centers
LQFOXGLQJ0DUVKHOGVFRPSHWLWLRQ0DUVKHOGDOVRSDUWQHUVZLWK
:RRG&RXQW\:,&LW\RI0DUVKHOG:,0DUVKHOG&OLQLF6W
-RVHSK+RVSLWDODQGYDULRXVORFDOFRPPXQLW\DQGFLYLFRUJDQL]DWLRQV
.LUQ
Current and Past Promotions
7KH0DUVKHOG&9%KDVVWUXJJOHGWRPDLQWDLQDVWURQJXQLIRUP
EUDQGLGHQWLW\RYHUWKH\HDUV$OWKRXJKWKH0DUVKHOG&9%KDV
implemented advertising strategies, these have not been consistent
enough across promotional items. In addition, a well-drafted
'JHVSF(SBQIPGUIF.BSTImFME$7#/FU*ODPNF
'JHVSFT.BSTImFME$7#7JTJUPST(VJEFT
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FDOPLQJVFHQHRIGXFNVDQGWKHWDJOLQH
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Website
Explanation:7KHRIFLDO0DUVKHOG&9%ZHEVLWHVHHVDQDYHUDJHRI
hits a week, which is fairly high considering the size of the city. Its
main use is for providing festival and attraction information, but the
website itself has not been updated since its creation two years ago.
:KHQVHDUFKLQJIRU0DUVKHOG&9%RQ*RRJOHLWLVWKHUVWUHVXOW
+RZHYHULI\RXVLPSO\VHDUFKIRU0DUVKHOG0DUVKHOG9DFDWLRQ
0DUVKHOG,QIRUPDWLRQRU:LVFRQVLQ9DFDWLRQWKH&9%VLWHGRHV
QRWVKRZXSRQWKHUVWSDJH,QRUGHUWRGLUHFWDVPXFKWUDIFWRWKH
website and, consequently, the city, the website must be optimized to
appear as high up on the results page as possible.
Creative Evaluation:Upon arriving at the site, the amount of information and pictures
makes the homepage appear cluttered and overwhelming. Because
it lacks a focus, the average viewer may feel confused and unsure
RIZKHUHWRFOLFNUVW%HVLGHVWKHFKDRVRQWKHKRPHSDJHWKHVLWH
appears professional and has a well-organized navigation system.
In particular, the Featured Events bar on the home page is very
helpful for tourists. There are many pictures that correspond with
SODFHVDQGHYHQWVZKLFKKHOSWREULQJWKHVLWHWRJHWKHU0RUHVSHFLF
recommendations regarding the website can be found on page 73.
Creative Evaluation:7KHVKLUWVFUHDWHGE\0DUVKHOG&9%0DSOH)DOO)HVWDQG
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Promotional Videos
Explanation:$SURIHVVLRQDOYLGHRRI0DUVKHOGIHDWXULQJXQLTXHSODFHVDQG
HYHQWVZLWKLQWKHFLW\ZDVOPHGLQ,WZLOOEHVKRZQWKUHHRU
four times in 2011 on major television networks.
Creative Evaluation:7KH0DUVKHOG&9%VGHFLVLRQWRRXWVRXUFHDSURIHVVLRQDOFRPSDQ\
WRFUHDWHWKHYLGHRSDLGRIIWKHYLGHRZDVSROLVKHGLQWHUHVWLQJDQG
RIKLJKTXDOLW\7KHYLGHRDOVRVKRZFDVHG0DUVKHOGVDWWUDFWLRQV
well, especially JuRustic Park.
Newspaper Advertising
Explanation:Ads have been placed in the Milwaukee Journal and the Chicago
Tribune. The purpose of these ads was to encourage readers
WRUHTXHVWDEURFKXUHIURPWKH0DUVKHOG&9%%HFDXVHRIWKH
extremely low request rate, they do not want to continue these ad
placements.
Doc Marsh
Explanation:'RF0DUVK)LJXUHLVDFKDUDFWHU
FUHDWHGIRUWKH0DUVKHOG&OLQLFV
pediatric department that the
0DUVKHOG&9%LVLQWHUHVWHGLQ
utilizing, but has not yet implemented
in any way. The clinic has offered to
pay the costs of bringing Doc Marsh
to life by having him animated.
Explanation:7KH0DUVKHOG&9%V)DFHERRNSDJHFUHDWHGLQLVQDPHG
0DUVKHOG&RQYHQWLRQDQG9LVLWRUV%XUHDXDQGKDVDURXQG
IDQV,WLVDSODFHZKHUH0DUVKHOG&9%SRVWVFXUUHQWHYHQWVUHODWHG
WRWKHFLW\7KH0DUVKHOG&9%WDNHVDGYDQWDJHRIWKHHYHQWFUHDWLRQ
feature, however, they do not include an event picture, nor do they
LQYLWHIDQV9HU\IHZSRVWVFRPHIURPXVHUVRWKHUWKDQWKH0DUVKHOG
CVB.
Creative Evaluation:$OWKRXJKLWKDVOLQNVWRPDQ\DFWLYLWLHVLQ0DUVKHOGLWODFNV
VLJQLFDQWDFWLYLW\DPRQJUHVLGHQWVDQGWRXULVWV%HFDXVHRIVRFLDO
medias growth in the past decade, it is important to have a strong
RQOLQHSUHVHQFH0DUVKHOGVKRXOGHPEUDFHWKLVVRSHRSOHFDQ
VKDUHWKHLUVSHFLDO0DUVKHOGH[SHULHQFHVZLWKRWKHUVDQGFRQQHFW
with the city in new ways. Inviting fans to participate in the events
FUHDWHGZRXOGEHDJRRGVWDUWLQGRLQJWKLV0RUHVSHFLF)DFHERRN
recommendations can be found on page 83.
'JHVSF$VSSFOU%PD.BSTI
'JHVSF.BSTImFME$7#'BDFCPPL1BHF
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Prospect
&XUUHQWO\0DUVKHOGLVKHDYLO\GHSHQGHQWRQWKHYLVLWRUVZKRDWWHQG
its many festivals such as Dairyfest, Dance and Romance weekend,
and the Maple Fall Fest. These events have been quite successful in
EULQJLQJLQWRXULVWVIURPVXUURXQGLQJDUHDV)RUH[DPSOH0DUVKHOGV
Dairyfest has had an attendance of almost 25,000 people, and the
Maple Fall Fest has had an attendance of around 22,000.
Secondary research, through Mintel Consumer Reports, revealed
WKHEHVWSRWHQWLDOPDUNHWIRUWKH0DUVKHOG&9%WRWDUJHWLV%DE\
Boomers aged 45 to 64 years. According to these reports, thisgeneration has unique traveling habits that make them an appealing
WDUJHWWR0DUVKHOG2QHWKLUGRIDOOOHLVXUHWUDYHOVSHQGLQJFRPHV
from this generation. Sixty-eight percent of Baby Boomers have taken
a trip to a destination that was over 100 miles away in the past year,
SXWWLQJ0DUVKHOG&9%VSULPDU\WDUJHWPDUNHWLQWKH:LVFRQVLQDUHD
as well as parts of Iowa and Northern Illinois. Sixty-eight percent of
this group report staying overnight at a hotel/motel domestically in
WKHSDVW\HDU%HFDXVH0DUVKHOG&9%LVGHSHQGHQWRQUHYHQXHV
from local hotels, this statistic emphasizes why Baby Boomers are an
LPSRUWDQWPDUNHWWRWDUJHW%DE\%RRPHUV
Baby Boomers have a wide variety of interests when they travel.
%HFDXVHRIWKLV0DUVKHOGVDGYHUWLVLQJHIIRUWVVKRXOGDYRLG
narrowing the target audience, as it would be ineffective to alienate
any of these potential visitors. Baby Boomers varying interests
indicate that a destination offering cultural activities and overall
uniqueness appeal most to them. Most importantly, 70% of Baby
Boomers who have taken a domestic vacation in the past year claim
that relaxation is the most important factor when planning a trip.
%DE\%RRPHUVDUHDOVRORRNLQJIRULQGHSHQGHQFHLQWKHLUWULSVPRUHthan one-third cite wanting to get off the beaten path as a reason
for traveling. Around half of these travelers report an easy-to-reach
location to be a key factor in selecting their vacation destinations.
The addition of Highway 10 in the near future will greatly help
Creative Evaluation:The Doc Marsh graphic is of very low quality and looks more like a
sketch, not a cartoon. Since the character was designed to be usedin the Pediatric Ward, we believe that Doc Marsh should be more
cartoon-like and fun in order to appeal to a younger generation.
Branding
Explanation:,QWKHSDVWWKH0DUVKHOG&9%KDVEUDQGHGLWVHOIDVWKHSODFHIRU
Fairs, Festivals and Fun. Although this slogan lacked a uniform
typeface and image across mediums, the message was the same
and the imagery was always fun and whimsical. This branding putJUHDWHPSKDVLVRQXQLTXHHYHQWVKDSSHQLQJLQ0DUVKHOG&XUUHQWO\
WKH0DUVKHOG&9%LVLPSOHPHQWLQJWKHEUDQGLQJRI:RRG&RXQW\DV
a whole, with the tagline Good Times Are Carved In Wood County.
Creative Evaluation:The past use of Fairs Festivals and Fun was not cohesively
branded due to the lack of a uniformed typeface, color palate, and
image. Although Good Times Are Carved In Wood County is a
suitable branding effort for the county as a whole, it does not allow
0DUVKHOGWRVWDQGRXWDVDYDFDWLRQGHVWLQDWLRQLQGHSHQGHQWRI
:RRG&RXQW\,QRUGHUWRHVWDEOLVK0DUVKHOGDVDQLGHQWLDEOH
place to visit, a campaign for the citys unique attractions, festivals,
and characteristics should be implemented.
'JHVSF#SBOEJOH&YBNQMFTGPS.BSTImFME8PPE$PVOUZ
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percent of families feel that they are emotionally closer after going on
DWULS7KLVVXJJHVWVWKDWPHVVDJHVIURPWKH0DUVKHOG&9%QHHG
WRJREH\RQGPHUHO\DGYHUWLVLQJVSHFLFDWWUDFWLRQVEXWSURPRWHWKHpotential family-bonding activities that could bring families together
)DPLO\YDFDWLRQV
$FFRUGLQJWRSULPDU\UHVHDUFKZKLFKFDQEHIRXQGRQSDJH
the ideal characteristics for both prospective markets are that they
OLYHDWOHDVWZLWKLQDPLOHUDGLXVRI0DUVKHOGDQGDUHZLOOLQJ
WRVSHQGEHWZHHQWRRQDYDFDWLRQ7KHVHJURXSVDUH
looking for a wide variety of reasons to travel, but the most common
characteristics are to relax and experience something new. These
people plan their trips about one month in advanced and usewebsites to both plan and book their trips.
Behaviorally, these two groups exhibit some similar traits. They
are extremely family-oriented, exhibit a hard Midwestern work
ethic, seek a personal connection with hotels, and love their food.
Research also indicated the vast potential inherent in targeting
0DUVKHOG&OLQLFYLVLWRUV3ULPDU\UHVHDUFKIRXQGWKDWVLJQLFDQW
amounts of people are indifferent towards staying an additional night
LQ0DUVKHOGIRUUHFUHDWLRQDOSXUSRVHV%\DSSURSULDWHO\WDUJHWLQJ
WKLVVHJPHQW0DUVKHOGFRXOGJDLQDVXEVWDQWLDODPRXQWRIYLVLWRUVwho hadnt considered staying before.
/DVWO\WKH0DUVKHOG&9%VVHUYLFHVZKLFKSODQWULSVIRUYLVLWRUV
may not be an important selling point for those looking to visit.
According to NuVoxs survey, 73% of people prefer planning their
trips completely independently and expressed no interest in a trip
planning service.
WKH0DUVKHOG&9%LQDWWUDFWLQJWKHVHFRQVXPHUVDVLWZLOOPDNH
WUDYHOLQJWR0DUVKHOGIDVWHUDQGPRUHFRQYHQLHQW+DOIRI%DE\
Boomers enjoy sightseeing, cultural events, and historical sites.Thirty-two percent of all Baby Boomers have attended a local festival
while on vacation in the past year. Given the strong presence of
IHVWLYDOVZLWKLQWKHFRPPXQLW\RI0DUVKHOGWKHUHLVDKXJHSRWHQWLDO
WRFDSLWDOL]HRQWKHVHORFDOHYHQWV%DE\%RRPHUV
Baby Boomers are the primary target for direct mail across all travel
VHFWRUVKRZHYHUVRFLDOPHGLDLVTXLFNO\EHJLQQLQJWRSOD\DODUJHU
role in Baby Boomers media habits. According to Anderson Analytics,
73% of Baby Boomers who engage in social networking are on
Facebook, as of May 2009. This statistic is likely to be higher now,in 2011. Baby Boomers enjoy brands they can interact with through
social media, such as posting stories, reviews, and photographs of
their experiences. The number of Baby Boomer travel websites is
also increasing. These websites allow users to share and receive
travel advice, vacation suggestions, tips and budgets. Baby Boomers
DOVRVKRZDQDIQLW\WRZDUGUHZDUGVSURJUDPVVXFKDVIUHTXHQW
LHUPLOHVDQGFDUUHQWDOUHZDUGVSURJUDPV%HFDXVH%DE\%RRPHUV
travel more frequently and spend more than any other generation
while traveling, a rewards program can be utilized to increase the
QXPEHURIUHSHDWYLVLWRUV%DE\%RRPHUV
1X9R[$JHQF\KDVDOVRLGHQWLHGDVHFRQGDU\PDUNHWWKDWFRXOG
SRWHQWLDOO\\LHOGYLVLWRUVWR0DUVKHOG)DPLOLHVLQZKLFKWKHSDUHQWV
are from the age of 30 to 45 years old are also a promising group
to target. These families may have kids who are not necessarily
toddlers, but a little older in age. According to Mintel, the older the
children are in a family, the more likely they are to travel due to the
fewer hassles needed to take a vacation. Also, 40% of respondents
report taking a car trip rather than traveling by air in order to save
PRQH\7KLVLVIDYRUDEOHWR0DUVKHOGGXHWRWKHLUODFNRIDODUJH
airport and the close vicinity of their visitors. These young families
DUHORRNLQJIRUDJHWDZD\QRWMXVWWRH[SHULHQFHVRPHWKLQJQHZEXW
more importantly, to become closer with their families. Eighty-two
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Eau Claire
Campaign Evaluation & Analysis
Summary:The logo of the Eau Claire Convention and Visitors Bureau can be
seen in Figure 18. The tagline, The Unexpected Wisconsin, unites
their positioning of Eau Claire as a destination for getaways and
escapes. To reach a broad audience, the visitor bureau showcases
seven different adventures, targeting families, women, athletes, and
artists. The names of the adventures are Romantic Escape, Family
Adventure, Nature Tour, Girls Getaway, Sporting Getaway, Bikers
Paradise and Music & Arts.
Strengths:% Reaches a broad audience, and appeals to various markets
% 0DNHVLWHDV\IRUYLVLWRUVWRQGLQIRUPDWLRQUHOHYDQWWRWKHLU
interests
% Abundance of images helps viewers visualize and authenticate
WKHFLW\DQGWKHDWWUDFWLRQV9LVLWHDXFODLUH
% Consistent branding across all efforts, including the visitors
guide, website and social media
% Has a strong presence in multiple mediums (Internet, social
PHGLDSULQWPRELOHDQGQRQWUDGLWLRQDO
% The mobile visitor center offers an effective nontraditional effort
because it reaches tourists who come to Eau Claire for festivals
and special events
Competit ive
0DUVKHOG&RQYHQWLRQDQG9LVLWRU%XUHDXKDVIRXUGLUHFWFRPSHWLWRUV
Eau Claire, Stevens Point, Wausau and Wisconsin Rapids. We
selected these competitors based on our interview with the client,
who mentioned these four cities as sources of competition. In
addition, they have comparable qualities, including geographic
location and attraction offerings. Since all of these cities are located
in Central Wisconsin, they also share environmental factors such as
weather. Although each city has a different draw geographically, the
visitors come from similar regions of Wisconsin, Illinois and Iowa. All
of these cities have Convention & Visitors Bureaus to attract visitorsto the region.
Figure 17 shows the geographical relationship between each
FRPSHWLWRUFLW\0DUVKHOGDQGWKHPDMRU,QWHUVWDWHVDQGKLJKZD\V
QHDUE\/RFDWLRQLVDQLPSRUWDQWIDFWRUZKHQSODQQLQJWULSVWKHUHIRUH
it is important to note which cities have a more convenient location in
terms of distance from major roads.
A:Eau Claire/B:Wausau/D:Stevens Point/E:Wisconsin Rapids
0DUVKHOG
'JHVSF.BQPG$PNQFUJUPST3FMBUJWFUP.BSTImFME
'JHVSF7JTJU&BV$MBJSF-PHP
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% Downtown:
Downtown Eau Claire is about authenticity and
discovery, without the cookie-cutter options found inalternate destinations. Its a place that is about people,
what they do and what they like. Downtown Eau Claire
offers visitors the arts, biking, classes, culture, food,
dining, entertainment, farmers market, music, shopping
the entire spectrum of living. Ready for discovery.
5HDG\WREHFDOOHGKRPH2UZRUN%XWGHQLWHO\
1RWKLQJ$UWLFLDO'RZQWRZQHDXFODLUH
Weaknesses:% Eau Claire may be targeting too many audiences through
overly-broad positioning
Facts% Located in Northwestern Wisconsin
% Ninety miles from Minneapolis and St. Paul
% Sits between the Eau Claire and Chippewa rivers
% Accessible by Interstate 94, U.S. Route 12, U.S. Route 53 and
a couple of local highways
% Population of 65,000
% Economy supported by manufacturing, health care, information
technology and retail trade industries% University of Wisconsin satellite campus located in the city
% Historic city with many museums, preserved homes, farms,
barns, public libraries, and schoolhouses
% Twenty-three parks in or near the city where visitors can picnic,
KLNHELNHFDQRHVKVZLPFURVVFRXQWU\VNLIROORZWUDLOVRU
attend farmers markets
% 2WKHURXWGRRUDFWLYLWLHVLQFOXGHJROQJ7ULQLW\(TXHVWULDQ
Center, Crystal Cave and James Newman Clark Bird Museum
% 9LVLWHDXFODLUH
Social Media Breakdown
0RUHWKDQOLNHV'ULYHVIDQVWRWKHLUWKHRIILFLDOZHEVLWH6WDWXVXSGDWHVRQFHRUWZLFHSHUZHHNDOORZLQJIDQVWR
GLVFXVVWRSLFVOLNHWKHLUZHHNHQGSODQV7DEVIRUSLFWXUHVHYHQWVDQGWZLWWHUXSGDWHV
Flickr
1LQHWHHQVHWVWKDWKLJKOLJKWRXWGRRUDFWLYLWLHVSDUNVHYHQWVVKRSSLQJDQGPRUH
)RUW\VHYHQPHPEHUVDVSDUWRIWKHLU/LQNHG,QJURXS9LVLW(DX&ODLUH
&RQWHQWDQGIDQEDVHLVQRWDVVLJQLILFDQWDVWKHLURWKHUVRFLDOPHGLDDFFRXQWV
Myspace
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Visitors Guide% Forty-page booklet, organized
into the following categories:Community information, The 7
Adventures, Event Information,
What To Do, What To Eat, Where
To Shop, and Where To Stay
% Full-color
% Available in print and online
versions
% Images appear to be authentic
and local, not stock photos
% Local advertisements within theguide from nearby attractions,
restaurants and shops
% Full-page ads, half page ads and
column ads on the same pages
as Eau Claire content
Website% Press room:
Includes press releases, a photo library and a video
library
Press releases publicize their festivals and local events
Video library displays 23 clips, most of which are related
to the Unexpected Adventures campaign
Largest video sums up each aspect of visiting Eau
Claire. Seven minutes in length, it includes a jingle about
the Chippewa Valley, highlights local and seasonal
attractions, and leads viewers to their website
% Live chat
% Maps
% Online brochures
% Event planner contact information
% Sweepstakes
% Special events and festivals:
Hosts at least four special events or festivals each
month, with an abundance of events occurring duringthe summer months
Many festivals are centered around music, such as
Country Fest, Country Jam USA, Eau Claire Jazz Inc.,
Rock Fest and Summer Fest
Many of these festivals draw famous performers, such
as Carrie Underwood, Lady Antebellum and Zac Brown
Band
There are also art festivals such as Holidaze Arts
Festival, International Fall Festival and Festival in the
Pines A longstanding event is the Chippewa Valley Home
Builders Parade of Homes, where several homes in
nearby counties are showcased and builders share their
services and work
Annual festivals include the Chippewa Valley
Renaissance Fair and the Pumpkin Festival
9LVLWHDXFODLUH
% Accommodations
Eighteen hotels and motels, one bed and breakfast Neighboring cities offer resorts, additional hotels, bed
and breakfasts, and camping sites (Visit eau claire,
Metropolis Resort, located in Eau Claire, is an indoor
water park, activity and gaming center, with stores and
UHVWDXUDQWV0HWURSROLVUHVRUW
% Pricing and Packages:
$YHUDJHQLJKWO\VWD\RISHUQLJKWDFFRUGLQJWRD
9LVLW(DX&ODLUHUHSUHVHQWDWLYH
Copy:Music & Arts The Eau Claire Area is perfectly in tune for music &
arts lovers of all genres. From large music festivals to concerts in the
park, from symphony to jazz, from local talent to national acts.
'JHVSF&BV$MBJSF
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Stevens Point
Campaign Evaluation & Analysis
Summary: The Stevens Point CVBs messaging provides information
on a wide variety of city activities and events.
Strengths:% Focused marketing efforts on four key markets, rather than
trying to reach everyone
Weaknesses:
% Highlight so many different aspects of visiting Stevens Point
that their efforts lack focus
% Missing consistent branding when using the term The Point
on their promotional materials
% The website is not visually appealing and is text heavy
1DYLJDWLRQLVGLIFXOWWKHUHLVQRWKLQJDERXWWKHGHVLJQ
or layout to draw visitors in
% Their effort to provide information through press releases and
newsletters does not exhibit the qualities necessary to draw
potential visitors to the area
Facts% Located in central Wisconsin, on the Wisconsin River
% In Portage County, and serves as the county seat
% Situated at the intersection of State Highway 10 and I-39
% 3RSXODWLRQRI6WHYHQVSRLQWFHQVXV
% Four key markets:
The meeting and convention market
Sports market
% CVB arranges local and amateur sports competitions, and
PDLQWDLQVWKHRIFLDOVSRUWVZHEVLWHIRU3RUWDJH&RXQW\
Motor coach and group market
Leisure market
Promotions% Sweepstakes
Encourages visitors to select their desired Unexpected
Adventure and enter personal information for the
chance to win a prize
Helps Eau Claire track potential visitors
Mobile% Text Messaging:
Visit Eau Claire sends text messages to subscribers
about events and restaurant deals
Nontraditional% In May and June of
2010, The Eau Claire
Convention and Visitors
Bureau created a
mobile visitor center to
disseminate informationto attendees at festivals
and sporting events
'JHVSF&BV$MBJSF8FCTJUF
'JHVSF.PCJMF"QQMJDBUJPO
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Various historical sites
% Downtown area:
Nineteenth century buildings More than 200 businesses such as taverns, restaurants
DQGVKRSV$WWUDFWLRQV
% Accommodations:
Sixteen hotels and motels
1,434 rooms available in and around Stevens Point
&RWWDJHUHQWDOVFDPSJURXQGVDQGYHEHGDQG
breakfasts
% Pricing and Packages:
7UDYHOHUVVSHQGDQDYHUDJHRIGXULQJWKHLUVWD\
Overnight sporting event travelers spend an average of
6SRUWLQJHYHQWDWWHQGHHVVSHQGRQDYHUDJHSHUGD\
6WHYHQV3RLQWZHEVLWH
% Packages:
Romantic Getaway Package
SOXVWD[
Two-night stay
&KDPSDJQHRZHUVGLQQHUIRUWZRDQGWZRJRXUPHW
breakfasts.
Ramada Romance Package 6WDUWVDW
Champagne and chocolates
GLQLQJFUHGLW
Late checkout
Exclusive discounts to visitors:
Reduced prices at local shops, restaurants, hotels and
UHFUHDWLRQDODWWUDFWLRQV6SHFLDOV
Visitors Guide
% Fifty-six pages
% Available in print and online versions
% Online Visitors Guide has scroll tools for quick and easy
viewing and an option to enlarge selected pages
% Desirable destination for families, couples, and friends to
enjoy
%
Attracts Midwesterners through promotional materials,including brochures, maps and travel guides (What we do,
% Event planners position the location as an easy destination for
conventions, events and family reunions
% &ROODERUDWHVZLWK:LVFRQVLQ5DSLGVDQG0DUVKHOGDVDOO
three towns are members of the Central Wisconsin Tourism
$VVRFLDWLRQ&:7$
CWTA helps groups with their travel plans, including
arranging step on guides, welcome receptions and
planning assistance% Not a festival destination
% Local community events, which are held year round, include
concerts, museum nights and community theatre performances
% Recreational activities include biking, hiking, bird watching,
ERDWLQJVKLQJVNLLQJVQRZPRELOLQJDQGZDWHUZD\DFWLYLWLHV
% Unique Attractions:
6WHYHQV3RLQW%UHZHU\WKHIWKROGHVWFRQWLQXRXVO\
operating brewery
Sculpture Park
150-year-old farmers market Planetarium
Social Media Breakdown
0RUHWKDQOLNHV&RQWDLQVOLQNVWRWKHLUZHEVLWHDQGYLVLWRUVJXLGH6WDWXVXSGDWHVDUHVKDUHGURXJKO\RQFHRUWZLFHDZHHNZLWKOLQNVWRORFDOHYHQWVRUHVWDEOLVKPHQWV9LGHRWDEZLWKIRXUYLGHRVDERXWUHFUHDWLRQDQGDWWUDFWLRQVLQ
WKHFLW\(LJKWSKRWRDOEXPVFRQWDLQLQJSLFWXUHVIURPDOOVHDVRQV7KHFRQYHQWLRQDQGYLVLWRUVEXUHDXGRHVQRWSURPRWHRUKDYHDFFRXQWVZLWKRWKHUVRFLDOPHGLDVXFKDV)OLFNHU/LQNHG,Q0\VSDFH7ZLWWHURU
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31
% Press room:
Most recent communication materials that have been
disseminated to journalists and the news media
Information about general area attractions, county news
and special events
Links to monthly newsletters, containing content about
specials and packages, upcoming events, visitor
information and promotions
% February Newsletter: highlights a giveaway for a free
RYHUQLJKWVWD\DQGGLQLQJFHUWLFDWHWRWKH6WHYHQV3RLQWDUHDXSRQOOLQJRXWDVXUYH\)HEUXDU\QHZVOHWWHU
% Both versions are full color
% Organized by the following sections: Table Of Contents,
Calendar Of Events, Attractions, Portage County Communities,
Sports And Recreation, Shopping, Discount Offers, Getting
Around, Dining And Entertainment, Accommodations,
Businesses And Services and Places Of Worship
% An abundance of local advertisements within the visitor guide,
including consecutive full pages of ads, with an advertiserindex in the back
% Corresponding photos are displayed next to the relevant
attractions
Website% Emphasizes what Portage County has to offer, with the
majority of attractions and events located in Stevens Point
The individual cities in Portage County do not haveseparate websites or CVBs
% Compared to the other competitor websites, this home page is
not as reader friendly or aesthetically pleasing
'JHVSF4UFWFOT1PJOU7JTJUPST(VJEF
'JHVSF4UFWFOT1PJOU8FCTJUF
'JHVSF4UFWFOT1PJOU
(JWFBXBZ
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Interested travelers are inhibited from learning more
about Wausau without requesting a copy through the
mail.% There is inconsistency of branding across the different
mediums
% Citys tagline is not featured in the visitors guide nor on social
media pages
Facts% Located in North Central Wisconsin
% Contains the exact geographic center of the Northwest
hemisphere
%Surrounded by woods, lakes and hills
30,000 acres of lakes, 34 local parks, and 23 county
parks
% U.S. 51, WIS 52 and WIS 29 are three of the major highways
that lead to Wausau
% Population of about 38,000 people
% Original and current primary industry is lumber
% Products include paper and food packages, lumber, building
materials, dairy products, boxes, road building, industrial
machinery, veneers, and red granite monuments.
% Offers big city amenities with the look and feel of the greatNorthwoods and small-town hospitality
Wausau
Campaign Evaluation & Analysis
Summary: The Wausau Convention and Visitors Bureaus slogan
is Where all the seasons come alive! This concept enhances the
citys slogan of Perfectly seasoned. These two statements highlight
Wausaus abundance of activities, especially outdoor activities. Even
though they suggest there are things to do year-round, the website
FXUUHQWO\-DQXDU\HPSKDVL]HVWKHZLQWHUVSRUWV+RZHYHUWKLV
can change according to the season (ex. Summer-themed website
GXULQJWKH0D\$XJXVWPRQWKV
Strengths:% Aesthetically pleasing and well-designed website
% Citys tagline is prominent on the website
Weaknesses:% Website does not offer as much content as other competitor
websites do
% Pages are text-heavy, and could use more photos to help
authenticate attractions and events
% Visitors guide is not available to download from the website
Social Media Breakdown
0RUHWKDQIDQV8SGDWHVHYHU\IHZGD\VZLWKHYHQWLQIRUPDWLRQ7ZLWWHUWDEWKDWOLQNVWRWKHLU7ZLWWHUDFFRXQWDQGVKDUHVWKHPRVWUHFHQWWZHHWV
2QHSKRWRDOEXPWLWOHG:KHUHDOOWKHVHDVRQVFRPHDOLYHVKRZFDVHVKLJK-TXDOLW\SKRWRVWKHPDMRULW\RIZKLFKDUHIURPWKHIDOOVHDVRQ
IULHQGV&RQWHQWRQWKLVDFFRXQWRXWOLQHVWKH9LVLWRUV*XLGHDQGOLQNVGLUHFWO\WRWKHZHEVLWH0\VSDFHEORJLVDUXQQLQJOLVWRI
HYHQWVRFFXUULQJLQWKHFRXQW\DQGWRZQEXWKDVQRWEHHQXSGDWHGVLQFH
Myspace
0RUHWKDQIROORZHUV$'HVWLQDWLRQ0DUNHWLQJ2UJD-QL]DWLRQWKDWUHSUHVHQWV.URQH-ZHWWHU0RVLQHH5LE0RXQWDLQ5RWKVFKLOG6FKRILHOG:DXVDX
DQG:HVWRQ:LVFRQVLQ3RVWVHYHU\IHZGD\VZLWKORFDOVWRULHVDQGHYHQWLQIRUPDWLRQ
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34
Facts% Population is 18,435
%
&RXQW\VHDWRI:RRG&RXQW\DQGPDNHVXSWKH0DUVKHOGWisconsin Rapids Micropolitan Statistical Area
% Near Highway 54
% Accommodations
Fourteen lodging options
+RWHOVPRWHOVFDELQVFRWWDJHUHQWDOVDQGYH
campgrounds
% Attractions
Alexander House, McMillan Memorial Library, Performing
Arts Center, South Wood County Historical Museum and
Wisconsin Rapids Community Theatre Main draw of Wisconsin Rapids is its outdoor allure
Glacial Lake Cranberry/Cranberry Link Visitors Center
offers tours of the oldest cranberry marshes in central
Wisconsin
Farm/agricultural tourism featuring pumpkin patches and
farms
% Recreation
Four golf courses, ATVing, biking, walking, motorsports
and snowmobiling
Fishing, boating and hiking in Lake Wazeecha and theWisconsin River
Cranberry Highway and Sandhill Wildlife Area Trumpeter
Auto Trail
/DUJHVWWUHHQXUVHU\LQWKHVWDWH3ODFHVWRJR
% Pricing and Packages
The Prairie Chicken Viewing Experience
Witness chickens defend their territory during mating
season
7KLVSDFNDJHVWDUWVDWDQGLQFOXGHVDRQHQLJKW
hotel stay, goodie bags, poster, water bottle and local
literature and information
Wisconsin Rapids
Campaign Evaluation & Analysis
Summary: The Wisconsin Rapids Area Convention and Visitors
Bureau uses the slogan Inner Wisconsin, Outdoor Inspiration. This
highlights the central location of the city within the state and the
outdoor allure of the city.
Strengths:% Use of Cranberry guy, seen in
Figure 28 as a spokesperson
allows for the CVB to reach outthrough a friendly character while
highlighting the popular cranberry
marshes of the area
Weaknesses:% The Wisconsin Rapids CVB does not implore a strong brand
identity
% Website is not user friendly nor aesthetically pleasing, and
contains broken links
'JHVSF$SBOCFSSZ(VZ
Social Media Breakdown
IULHQGV2SHUDWHVD)DFHERRNSDJHXQGHUWKHQDPHRI&UDQEHUU\*X\$ERXW0HVHFWLRQWDNHVIDPRXVTXRWHVDQGVOLJKWO\DOWHUVWKHPVXFKDV
7REHRUQRWWREHWKDWLVWKHFUDQEHUU\6KDNHVSHDUH&UDQEHUU\*X\LVWKH6SRNHVEHUU\RIWKH&9%
IROORZHUV:KHQ:LVFRQVLQ5DSLGVWZHHWVQRWGDLO\PRUHWKDQRQHWZHHWLVVKDUHG&UDQEHUU\*X\LVDOVRXWLOL]HG
WKURXJKWKHLU7ZLWWHUDFFRXQW
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35
SURYLGHG:LVFRQVLQUDSLGV+RPH
Visitors Guide% 48 pages
% Available both in print and online versions
% Online version features scroll bars, thumbnail images, and
enlarging options
% Full color
% Organized by a table of contents, sections include: Welcome,
Photo Opps, Area History, Area Communities, Map Insert,
Things to See and Do, 2010 Calendar of Events, Outdoor
Pursuits, Autumn Adventures, Accommodations, Dining,
Beyond the Boundaries, On the Water, Winter Wonders, Town
of Rome, City of Nekoosa, Shopping, Business and Services
% Local advertisements make up pages within the visitor guide
% Social Media Character, Cranberry Guy, can be seen in the
visitor guides table of contents as well as throughout the
sections dealing with cranberry tours
The Cranberry Color Package
Tour of the world-famous Cranberry Highway.
6WDUWLQJDWWKLVSDFNDJHLQFOXGHVDWZRQLJKWVWD\two tickets to various cranberry destinations, cranberry
sweets, a water bottle and a map
The Betty Boop Festival Package
Celebrates the animator of the famous cartoon, who
was born and died in Wisconsin Rapids
6WDUWLQJDWWKLVSDFNDJHLQFOXGHVDWZRQLJKWVWD\
continental breakfast for two, two tickets to the festival,
sweets, a water bottle, local literature and coupons
The Spud, Berry & Dairy Tour
Three-day excursion and guides visitors to variouscranberry, dairy and vegetable farms
7KHSDFNDJHVUDQJHIURPWR
The Hotel Mead Movie Package
6WDUWLQJDWWKLVSDFNDJHLQFOXGHVDRQHQLJKWVWD\
LQDGHOX[HJXHVWURRPDGLQLQJFHUWLFDWHWZR
movie tickets and a special movie-themed gift
The Hotel Mead Casino Package
6WDUWLQJDWWKLVSDFNDJHLQFOXGHVDRQHQLJKWVWD\
LQDGHOX[HJXHVWURRPDGLQLQJJLIWFHUWLFDWH
casino credit and free shuttle to and from Hotel Mead3DFNDJHV
Website% Home page contains links to the two most highlighted aspects
of the site: the Wisconsin Rapids Virtual Visitors Guide and the
Wisconsin Rapids Area Packages
% Presents a broken link labeled Welcome to Wisconsin Rapids
Area
% The content on the website is organized by home page, places
to stay, places to go, places to dine, visitor information, groupinformation, calendar of events, and about WACVB.
% In the About WACVB, there is a section devoted to media/
SUHVVUHODWHGLQIRUPDWLRQKRZHYHUQRSDVWPDWHULDOVDUH
'JHVSF8JTDPOTJO3BQJET8FCTJUF 'JHVSF7JTJUPST(VJEF
36
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36
Macro Trends
This section aims to focus on three key macro-environmental factors
LQWKHWRXULVPLQGXVWU\DQGPRUHVSHFLFDOO\LQ0DUVKHOG:,7KHVH
three factors are economic trends, population demographics and
social media.
Economic Trends
According to the Bureau of Economic Analysis, personal income
has shown a 0.4% increase from November to December, nation-
wide. Real disposable personal income had risen .2% from October
to November, and was still up by .1% in December as compared
to November. In addition, real consumer spending increased from
1RYHPEHUWR'HFHPEHU86HFRQRP\
In the third quarter of 2010, the growth of state personal income
slowed, but was still increasing. A growth of 0.8% was recorded in
Illinois for personal income ranking 21st overall. Minnesota grew
1.2% and ranked 6th, and Wisconsin grew 1.0% ranking 12th. (U.S.
HFRQRP\
The state of the economy has a large effect in the tourism industry,
as it affects peoples economic capability to travel. According to the
World Travel & Tourism Council, travel and tourism is highly resilient
DQGKHOSVWRMXPSVWDUWDQHFRQRP\IROORZLQJDQDQFLDOFULVLV7KH
Council also states that the GDP will rise from 9.2% to 9.9% by 2020.
In 2010, the US saw a 60% increase in travel for the summer season,
which began Memorial Day, compared to 2009 (World Travel and,
Travelocity conducted a survey of 2,000 Americans and found thattravel intentions are up 49%, compared to 21% six months ago.
Only 7% plan to decrease travel, compared to 34% a year ago. Also
important, is that 34% of people plan to increase a predetermined
WUDYHOEXGJHW6LJQLFDQWLQFUHDVHLQ
Population Demographics
Baby Boomers took, on average, 3.6 trips in 2009, and 67% took aWULSODVWLQJYHRUPRUHQLJKWV6XEMHFWVLQWKLVVXUYH\KDGKRXVHKROG
LQFRPHVRIRUPRUH0DUNHWLQJWREDE\SHUFHQW
of women surveyed made their own travel decisions, including the
ZKRDUHPDUULHG0DUNHWLQJWREDE\
The most important assumptions we can make about Baby Boomers,
based on these surveys and studies, is that those who have money
are traveling and spending whether they are retired or employed,
married or single.
Social Media
Social networking grew in 2010 with nine out of 10 U.S. Internet
users visiting a social networking site within the past month. Users
are staying on these social networking sites for at least four hours
each month. Facebook dominates with one out of every eight minutes
VSHQWRQOLQH8VVRFLDOQHWZRUN
Consumers are now showing that they trust peer reviews on social
networking sites more than they trust traditional advertisements.Seventy-eight percent of customers are accepting of peer reviews,
while 14% trust advertisements. Baby Boomers are on the rise
regarding social media usage, along with Generation X and Matures.
%DE\%RRPHUVRFNHGWR)DFHERRNDQGRWKHUVRFLDOQHWZRUNLQJVLWHV
LQZLWKRIWKLVJURXSDFWLYHO\PDLQWDLQLQJDSUROH
*URYH
8VDJHEDVHGRQVSHFLFVLWHVVKRZVWKDW*HQHUDWLRQ;%DE\
Boomers and Matures use Facebook more so than any of the other
social networking sites.
Key trends to watch for in 2011 include social commerce, group
buying, Q&A sites and mobile, according to Gini Dietrich CEO of
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37
$UPHQW'LHWULFKDUPIRFXVHGRQQRQWUDGLWLRQDOPDUNHWLQJLQD
digital world. Social commerce has increased due to social networks
like Facebook offering individuals the power to sell through these
sites and letting those consumers share with their friends what
they have bought. Group buying will also continue to increase with
services such as Groupon, which allow like-minded individuals to
group together to purchase a product. Groupon was also valued at
one billion dollars this year and is continuing to grow. Q&A sites offer
the possibility to market to groups of people who help to answer each
RWKHUVTXHVWLRQV7KLVDOORZVIRUIXUWKHUWDUJHWLQJWRPRUHVSHFLF
groups of people rather than just individuals. Mobile payments will
be a much larger trend in 2011 since most people consider their
phones better resources than their laptops for sending and receivingLQIRUPDWLRQDVZHOODVPDNLQJSD\PHQWV0DUVGHQ
Companies general travel content and mobile marketing budgets
are expected to increase by 63% and 50%, respectively. Across all
channels, 70% of companies say they will increase online marketing
budgets. There has been an increase of 114% in mobile app content
between 2009 and 2010, and a 98% increase in mobile web use.
More trends are pushing forward with mobile and social media, which
help to open up the sharing of information between like-minded
LQGLYLGXDOVZKRFDQFRQQHFWRQDVSHFLFLQWHUHVWOHYHO0D\
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Key Findings
7KHUHLVQRVLJQLFDQWGLVFUHSDQF\EHWZHHQDJHRUUHJLRQZKHQ
it came to how much respondents were willing to spend on an
overnight trip. Fifty-six percent of all respondents stated they were
ZLOOLQJWRVSHQGDQ\ZKHUHIURPWRRQDQRYHUQLJKWWULS
In regional differences the only discrepancy between the Midwest
and the general population is that travelers in the Midwest are willing
to drive farther than travelers in other regions (37% compared to
VDLGWKH\ZHUHZLOOLQJWRGULYHPRUHWKDQPLOHV:HLQIHU
that this is the case because cities are more spread out in the region
of the United States.
When asked how strongly they agreed with certain statements
SHUWDLQLQJWRVSHFLFUHDVRQVIRUWUDYHOWKHWZRDJHJURXSVKDGGLIIHULQJSUHIHUHQFHV7RLQWHUSUHWWKHQGLQJVZHORRNHGDWWKH
percentage of respondents who either agree or strongly agree
within each age group.
Figure 31 illustrates the difference in motivations behind the two age
groups. Both consider visiting family and friends their most agreeable
reason for traveling. Unfortunately, this is an uncontrollable factor
for a city seeking to draw in visitors. However, when looking at how
Quantitat ive
Key Questions
% What consumers look for when planning an overnight trip
% How consumers go about planning trips% Consumers openness to staying additional nights after paying
a visit to an out-of-town clinic
Methodology
NuVox Agency constructed a twenty-question survey and distributed
it through our personal networks, social media, and other contacts
ZHKDGLQWKH0LGZHVWUHJLRQ7KHVXUYH\ZDVGLVWULEXWHGRYHUYH
days. In that time we were able to get 144 responses from varying
regions and age groups. In order to gain better insights, we askedrespondents a few demographic questions in order to determine if
age and region had an effect on how our participants responded. We
VSHFLFDOO\VSOLWWKHDJHJURXSVLQWRWZRVHJPHQWV\HDUROGV
\RXQJIDPLOLHVDQG\HDUROGV%DE\%RRPHUV8VLQJ
this information, we were able to narrow the results to see how these
VSHFLFIDFWRUVDIIHFWHGWKHUHVXOWV
40
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QLJKW7KLVSRVHVDJUHDWRSSRUWXQLW\IRU0DUVKHOGEHFDXVHLIWKH
0DUVKHOG&9%FDQSHUVXDGHWKRVHZKRZHUHUHFHSWLYHWRWKHLGHDRI
staying for a night, a huge amount of business could be gained.
Lastly, we looked to see how the respondents planned their trips, from
the planning to booking stages. When it came to how far in advance
they plan for a trip, age and region did not have an effect. Fifty-eight
percent answered that they plan trips about a month in advance, as
illustrated by Figure 32.
When looking up information on travel destinations, the sample
overwhelmingly selected travel websites and word-of-mouth as their
top two sources. Figure 33 illustrates how respondents ranked each
choice.
As can be seen travel websites and word-of-mouth were consistentlyranked as the top two choices. When broken down by age, however,
younger audiences, those 30-45 years old, surprisingly favored word-
of-mouth slightly more than travel websites. On the other hand
they rated other statements, we can see differences in opinions. In
the order of how strongly respondents agreed with each statement,
the younger demographic chose visiting family and friends, relaxing,
H[SHULHQFLQJVRPHWKLQJQHZDWWHQGLQJDVSHFLFHYHQWFHOHEUDWLQJD
personal event, and having an adventure. Baby Boome
rs, on the other hand, chose visiting family and friends, celebrating
a personal event, experiencing something new, attending an event,
relaxing, and having an adventure. Because we are looking to target
both of these demographics, all of these motivations need to be
synthesized in a way that appeals to both groups. It is possible to
combine them all into a formidable campaign that resonates with the
audience because no respondent showed any disagreement with any
of these factors.
To gain a perspective on the target markets openness to staying
an additional night for recreation after visiting an out of town clinic,
we gave them four hypothetical situations with two varying factors:
whether or not they were the patients, and if they were an inpatient
or outpatient. We then asked them how much they agreed with three
statements: how much would they want to return home right away,
how much would they be willing just to stay the rest of the day, and
how much would they be willing to stay an additional night. Overall,
we found in all cases that most patrons would simply want to return
home as soon as their clinic visit was over. However, about a third
of respondents said they were neutral towards staying another
When I go on an overnight trip,
I look to
30 45
years old
(%)
46 65
years old
(%)Have an adventure 59 56
Experience something new 73 83
Relax 82 78
Visit friends and family 91 87
$WWHQGDVSHFLFHYHQWFRQFHUW
IHVWLYDOFRQYHQWLRQVHWF
68 79
'JHVSF7BDBUJPO.PUJWBUJPOT5BCMF
'JHVSF(SBQI*MMVTUSBUJOH)PX'BS0VU5SJQTBSF1MBOOFE
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trips over the telephone into the campaign.
Seventy-three percent of respondents prefer to book their own
YDFDWLRQVUDWKHUWKDQUHO\LQJRQDWUDYHOSDFNDJH7KLVUHHFWVWKH
lack of enthusiasm for packaged vacations, as consumers would
rather select their accommodations and activities individually. The
survey respondents also expressed independence when responding
to the question, In what situations would you use an event planning
VHUYLFH"7KHPDMRULW\VDLGWKH\ZRXOGXVHVXFKDVHUYLFH
only when planning a big occasion. Forty percent said they prefer
WRSODQDOOHYHQWVRQWKHLURZQ7ZHQW\YHSHUFHQWVDLGLIWKH\
were unfamiliar with the location, they would use the service. These
answers demonstrate that highlighting or emphasizing the fact thatWKH0DUVKHOG&9%RIIHUVHYHQWSODQQLQJVHUYLFHVPD\QRWEHDQ
effective endeavor.
When planning special occasions the most important factor
respondents considered is the hotel accommodations. Almost half
UDWHGWKLVIDFWRUDVWKHLUWRSFRQVLGHUDWLRQ7KLVJLYHVWKH0DUVKHOG
CVB a clear indication that it needs to make sure that the hotels
it partners with uphold high standards and quality. Convenient
location ranked as respondents second most important factor. This
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Highway 10 in a couple years could help increase the convenience
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considered to be as important as hotel accommodations.
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websites. Travel magazines and brochures were ranked as either
their third or fourth choice for both demographics. Travel agencies
and direct mail were the least favored sources of travel information.
This is a paradox when compared to the secondary research,
which stated that Baby Boomers were the largest targets for direct
mail tourism campaigns. The lack of response toward direct mail,
along with the emphasis on travel websites and word-of-mouth isDQLPSRUWDQWQGLQJWKDWZHZLOOXVHZKHQGHWHUPLQLQJWKHPHGLD
placement.
When investigating how consumers book their trips, we again saw
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IROORZHGE\SKRQHERRNLQJV:KHQEURNHQGRZQE\DJH
groups, we found that the older the consumer, the more likely he or
she is to book on the phone. The other two options, travel agencies
DQGRQORFDWLRQFRPSULVHGDQLQVLJQLFDQWSHUFHQWDJHRIWKH
UHVSRQVHV7KHVHQGLQJVVXSSRUWWKHLPSRUWDQFHRIWUDYHOZHEVLWHVas a source of vacation information and a method of booking
travel. In addition since part of the target audience consists of Baby
Boomers, NuVox must not neglect to incorporate a focus on booking
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make sure the lambs stay alive etc. Those habits stay strong and are
passed through the generations. My neighbor told me whenever he
needs to hire someone to paint his house, rake his yard, move heavy
objects, etc., he likes to hire farm people because they do a good job
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3. Personal connections at hotels are important
When staying in hotels, the quality of customer service greatly affects
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hotels, and especially the Baymont Inn, felt very connected to the city
because they were treated like family. Workers went of their way on
numerous occasions and were consistently friendly and helpful.
On our last morning there, after my father was out of the hospital and
staying there to rest for a few days, we all went to have the fabulous
continental breakfast. The tables were full so we said we would go
back to our rooms. Sara, the front desk attendant, overheard us and
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This was such a generous gesture and it made our breakfast a
relaxing and enjoyable event. It was just what our family needed after
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4. Midwesterners love their food
Although all Americans love to eat, Midwesterners do it best. While on
a Midwest vacation people are not afraid to indulge themselves. They
especially love their meats and other classic Midwestern fare.
I travel from San Diego to snow-covered Wisconsin each year for
about a week. Its generally the greatest week of my year. In that one
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On Friday I had corned beef, Saturday we had steaks and Sunday
was chicken CRAZY. Im trying to eat better, but everytime I head
to central Wisconsin I get plenty of meat, thats for sure (Royalsyn,
Qualitat ive
To supplement the quantitative research NuVox conducted qualitativeresearch by searching through various websites, blogs and social
media. From this, we discovered the following themes and quotes:
1. Moms are family-oriented
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time to involve themselves with their children. While it seems that the
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special moments when their children are older. In the same light they
value family vacations because they serve as a time to bond and
create memories with the most important people in their lives.
Being a woman in my mid-forties with older kids, I dont always feel
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Toddlers? Newborns? I love talking to them. They take me back in
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Ive been so busy this fall -- responsibilities at school have really
ramped up. (Nows about the time I need to start to learn to say NO.
/2/$Q\ZD\LWPDNHVPHIHHOJRRGWREHLQYROYHG-XOLD
2. Midwesterners have a strong work ethic
Like most Americans the average Midwesterner leads a very busy
life. However, unlike many Americans, they truly enjoy being busy.
This brings about the idea of the Midwestern work ethic, which
describes the determination and hard work of those in the region.
I think the work ethic that people from MN and other Midwestern
states pride themselves in is the regions agrarian base. Lots of
people around here are only one or two generations removed from
the farm. The old timers talk about getting up at 4:00 am 7 days a
week, including when its 40 below to milk the cows, plow the crops,
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SWOT Analysis
STRENGTHSWebsite contains well-organized and usefulinformation. Receives heavy traffic, averaging around1,600 1,700 hits per week
The city is located in the center of Wisconsin
Marshfield hosts a variety of festivals throughout the
year, which attract up to 25,000 visitors each
One of four zoos in Wisconsin is located in Marshfield
The CVB offers tours complete with tour guides
The city has interesting and unique attractions,including the Largest Round Barn and JuRustic Park
THREATS
Marshfield Clinics reputation overshadows that of thecity and the CVB
Eau Claire, a major competitor, has a strong brandimage and a consistent marketing campaign
Competitor cities, that are in more convenient locations,offer similar attractions and festivals
Competitor cities have the appeal of locations nearwater and related activities and events
Travelers prefer to visit cities where they have friendsand family
Clinic visitors want to return home as soon as possibleafter a surgery or clinic visit
WEAKNESSESMarshfield is not top-of-mind among the targetaudience when considering vacation destinations
The CVB lacks a definitive and consistent brand image
The CVB has never implemented a marketing plan
CVB Web site is cluttered and does not have a searchfunction, making it difficult to find information
The citys location is far from major highways andbodies of water
The CVB has a low overall marketing budget
OPPORTUNITIES
Large number of clinic patients coming and leavingMarshfield
Expansion of I-10 from a two-lane road to a four-laneroad in 2012
Growth in the number of Facebook users, especiallyBaby Boomers
Facebook advertising capabilities are growing andevolving
People are spending more time on travel websites
Target markets budget for vacation matches the cost ofa vacation to Marshfield
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Place% More emphasis will be placed on drawing visitors from smaller
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Wisconsin. As seen in Figure 35, cities include Eau Claire,
Wausau, Madison, Green Bay, and the Chippewa Valley (refer
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media budget, visitors will be drawn from a 250-mile radius,
including southwest Minnesota, northeast Iowa, north Illinois,
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Minneapolis, Milwaukee and Chicago.
Price
% According to the survey NuVox conducted (refer to appendix
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on an overnight trip, which is well within the price range of
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Conference Center.
The majority of attractions have no admission fee, such
Secondary Target Market
% Young parents with children
% 30-45 years old
% Seeking relaxation and vacations to reconnect with their family
and grow closer together
% (PSKDVL]HQGLQJDQH[SHULHQFHWKDWZLOOKHOSWKHLUIDPLO\
ERQGUDWKHUWKDQDVSHFLFDWWUDFWLRQLWVHOI
Both Target Markets
Plan trips one month in advance
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RYHUQLJKWWULSUHIHUWRTXDQWLWDWLYHUHVHDFKSDJH
Marketing Strategies
Product% 7RVHOO0DUVKHOGDVDSODFHWRFUHDWHQHZPHPRULHV
experience festivals and gain an appreciation for the important
things in life
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% Unique attractions that appeal to both Baby Boomers and
young families. Attractions include JuRustic Park, The Worlds
Largest Round Barn, Wildwood Zoo, Yellowstone Trail, tours
and the Upham Mansion Historic District.
% Affordable hotels and free or inexpensive attractions that allow
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cost.
% Central location and future expansion of U.S. 10 makes
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%
Variety of festivals year-round appealing to a variety ofinterests. Festivals include Dairy Fest, Maple Fall Fest, and
Dance & Romance Weekend.
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as JuRustic Park, the Wildwood Zoo and the Worlds
Largest Round Barn (refer to the Situation Analysis,
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Promotion% 7RHQFRXUDJHUVWWLPHYLVLWVWKDWZLOOEHLQVWLJDWHGE\WKH
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will encourage return visits and word-of-mouth through sales
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destination to create memories with the most important
company.
As seen in the research, Figure 36 shows that travel
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most used sources for travel information.
Priorities% Provide a strong web presence and branding, through online
magazines, newspapers, and travel Web sites
Primary SupportThe vehicles through which the marketing campaign will be
supported include print advertising, digital advertising, e-mail
marketing, sales promotion and public relations. Advertising will
include print materials, local magazines, and collateral, such as
banners, posters, and t-shirts. Digital advertising will include display
ads, search engine optimization tips, and a social media plan and
strategy. E-mail marketing will be enabled through Constant Contact,
a service explained on page 75. Sales promotion and public relation
includes a coupon card, festival giveaway, press release, a new
event called Marsh Field Day, and social media efforts.
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2IFLDO&RORU3DOHWWH
Creative Strategy
Whether it is in a photo album, online or the photos hanging on
your wall, pictures are a way to capture our memories and share
them with our friends and family. It has been said that a picture isworth a thousand words, but sometimes thats not enough. Through
the creative executions NuVox Agency wants to communicate that
memories cant be constrained by a picture frame.
Creative Objectives% To develop unique imagery that creates an iconic and
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% To encourage further engagement with the brand by directing
viewers to the Web site and social media sites
Target Audiences% Both Baby Boomers, aged 46-64 years old, and young
families, 30-45 years old
Branding
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small town charm. These are key characteristics NuVox has kept
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have redesigned the logo and used our organizing idea as a theme
throughout the campaign to bring the new positioning to life.
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0DUVKHOGVSK\VLFDOQDWXUHDQGKXPDQQDWXUH,WVLQ0DUVKHOGV
nature to have families come together. Due to the citys interesting
attractions, unique festivals, natural recreation, and welcoming spirit,
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and friends and form memories that will be remembered forever.0DUVKHOGVSK\VLFDOQDWXUHRIIHUVDIUHVKHQYLURQPHQWWKDWDOORZV
visitors to partake in a variety of outdoor activities. Finally, its in
human nature to want to take the time to enjoy the little things in life
with the ones we love the most.
Therefore, the campaign will focus its efforts around two key
strategies:
% Emphasize making memories and appreciating the important
things in life
%
Encourage people to share their memories and experiences in0DUVKHOG
Advertisements will be placed in locations where the target markets
seek travel information and book vacations.
MARSHFIELDConvention and Visitors Bureau
Its In Our Nature #BB5227#E7D8C3#7B8D39
#485A28#213F21
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56 CREATIVE PRINT
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57
Posters & Magazine Advertisements
The following series of print advertisements will be placed in print
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and surrounding cities. Each execution ties in a different attraction or
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rediscover the things that matter most. The variety of executions
appeal to both of our target markets, including young families and
Baby Boomers.
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contributes to the overall re-branding. Images correspond with
local attractions, such as JuRustic Park, Wildwood Zoo, and theYellowstone Trail. One ad simultaneously emphasizes Dance &
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to rekindle their romance. The ad with the image of the family outside,
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use any time of the year and is the farthest reaching. We have also
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without Dairy Fest that can be used throughout the rest of the year.
In addition to the