CAMPFIRE

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We’re here to tell your storyCAMPFIRE PHILOSOPHYAs six drastically different people, one of the most obvious facets of our group is that each of us have a unique point-of-view from which we tell our life story. We came to the conclusion that brands are no different. Each brand has a unique voice and story that needs to be told; and, at the end of the day, that is what Campfire is all about. We want to understand brands like our best friends. As consumers, marketing should not just deliver a message, it should communicate with us - it should capture the brand’s ideals and personality. Because when a message connects with us, it is a story that we will all listen to.

Gather around, your story is about to begin.

CAMPFIRE

e X e C u t I V e s u M M A r y 5

s I t u A t I o N A N A l y s I s 8

r e s e A r C h 1 6

M A r K e t I N G s t r A t e G y 2 4

C r e A t I V e 3 5

M e D I A & B u D G e t 4 3

C A M P A I G N e V A l u A t I o N 4 6

A B o u t C A M P F I r e 5 0

here’s the BreAKDoWN

the CAMPAIGN

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triply is a pre-release travel planning mobile application that seamlessly personalizes and enhances one’s travel experience through the ease of planning and thrill of discovery. triply’s key functionality comes together for the user to deliver a vacation experience that is entirely unique and unlike any other mobile application in the market.

Campfire plans to not only develop a cutting-edge mobile application, but to market the product in a way that it connects to all consumers in a broad and diverse market. this campaign is intended to establish triply as a well-defined and prominent brand in the market for travel arrangement and travel planning services. triply will be perceived as a reliable trip companion that offers users exclusive insights, insider tips, and access to hidden city gems. At the core of triply’s brand stands the belief that travel destinations revolve around the consumer, making trips effortless and enjoyable- ultimately fostering memories and smiles.

r e s e A r C h

To better understand targeted consumers, Campfire performed in-depth personal surveys and conducted an online survey of 145 respondents. From the research conducted, it was concluded that consumers generally plan far in advance. However, there were a number of consumers who preferred to plan their trip in the moment. Campfire also discovered that word of mouth is the most valuable form of communication in terms of deciding a location or attraction, and is valued more over mainstream websites. Lastly, through the research, Campfire uncovered that discounts were highly valued and some consumers were not willing to pay for the mobile application unless that added benefit was integrated within its features.

eXeCutIVe suMMAry

Through primary and secondary research, Campfire has conceptualized a marketable product and designed an integrated advertising plan based on gathered key insights.

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P r o D u C t

triply features trip preference presets that have pre-programmed suggestions based on the users overall trip. the app takes the users’ preferences and recommends an itinerary uniquely catered to their preferences, making suggestions for different travel destinations and attractions. the driving force behind the mobile application’s main benefit is the use of VS Publishing’s partners to give consumers exclusive deals and experiences, which are found in Triply’s Goodies feature that are only available within the app. triply is not only offering means of money-saving tangible products, but rather, focused on giving the consumer a personalized and enhanced experience.

A D V e r t I s I N G & M A r K e t I N G

Campfire has devoted efforts to establishing Triply as a well-defined and prominent mobile application brand in the market for travel arrangement and travel planning services around the world. With an aggressive marketing and strategic advertising plan, this campaign will effectively communicate to the defined target markets what triply is and what ultimately sets it apart from all other similar services; driving consumers to purchase the application.

To reach Triply’s wide range of potential consumers, Campfire has divided the target market into two segments with the intention of efficiently utilizing advertising efforts and resources. The first segment is made up of the primary target - “Moms-in-Charge.” While the second segment is made up of the secondary markets- Millennial Explorers, Business Professionals, Worldwide Voyagers, Lovey Dovies, and Kid Bosses.

M o N e t I Z A t I o N

In addition to the $2.99 price point, there are two ways VS Publishing can monetize this application. First, they can implement a revenue sharing model with the attractions and theme parks that Orlando provides. By

Campfire has envisioned a mobile application that is marketable to the broad and diverse market of consumers. Triply is a product that is focused on delivering an easy, seamless experience to the consumer as they plan their travels.

using this model, VS Publishing would gain anagreed-upon percentage of sales that are generated. Second, VS Publishing could also implement a bidding system where partners could pay to be a featured attraction and have a higher rank in triply’s recommendation system. Both of these models will be implemented after the core concept is proven.

M e D I A & B u D G e t

Campfire’s research has uncovered that the Moms-in-Charge, the target demographic, begins planning their vacation itinerary one-to-five months prior to their arrival. Thus, the majority of the advertising budget will be allocated to online and cost-per-click advertising. With VS Publishing’s publications, Triply has a tremendous advantage within the market that will be used year round to solidify an original and loyal initial user-base. Moreover, to further media dollars and the return-on-investment, Campfire recommends establishing brand awareness and prominence through traditional and non-traditional mass media, social media, public relations, and direct marketing. This budget allocation seeks to increase brand equity and carve out a defined brand image for Triply.

C o N C l u s I o N Campfire has focused on key strategies that play into the unique features integrated into triply. through a cutting-edge product and a targeted campaign,Campfire is confident that Triply will acquire a loyal initial user-base and establish significant brand awareness. Triply is about the user, focused on fostering memorable travel experiences and overall happiness and joy. There is a strong sense of product innovation and uniqueness that can be used as a tool for substantial growth.

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I N D u s t r y r e V I e W

the triply application most closely falls into the tourism industry. Tourism is broadly defined to include visitors whose primary travel purposes are business, convention or conference travel, government business, leisure, or holiday. Major industries that benefit from tourism expenditure include domestic and international air transportation, accommodation services, food services, automotive rental companies, and travel agents.

Within the broad industry of tourism, Triply’s services fall under a narrowed down subcategory - travel arrangement, travel planning, and tourist guide services. Travel arrangement is a commodity service, which is distinguished by the detailed service travel agents provide. The major services provided are reservations, accommodations, tickets for airlines and lodging, as well as leisure cruises and packaged tours. Other services include entertainment, event tickets, automobile clubs, convention and sightseeing services, and car rental reservations. travel agencies and planning services are most prevalent in China, France, Germany, the United Kingdom, and the US. The US travel service industry includes about 17,000 companies that have a combined annual revenue of $40 billion; and the industry is forecasted to grow for the next two years. Consumer income and business activity are key driving forces in the travel industry. The 50 largest companies in the industry account for 60% of the industry’s revenue. Two major factors that have helped shape

here’s the sItuAtIoN. here’s our solutIoN.SITUATION ANALYSIS

the industry in recent years have been the sophisticated pricing schemes implemented by airlines to maximize profitability, and the emergence of the Internet as a booking tool. While there is still a market for brick-and-mortar travel agencies, the Internet now accounts for about one-third of all travel accommodations and bookings.

For most travel agencies, revenue comes from commissions of the sales made and reservations booked. Under the commission model, travel agents receive a fixed percentage of the sales that were made. Travel agencies have a highly seasonal cash-flow. Internet travel sites, however, have a different cost structure from traditional agencies. Internet travel sites compete down to a cost-per-click level. they can accommodate massive amounts of traffic, however, there is high competition.

I N D u s t r y I N D I C A t o r s The average US retail price for diesel and regular gas affects airline prices and domestic auto travel. As of January 14, 2013, diesel prices have risen approximately 1.7%, compared to January 14, 2012. However, in the same timeframe, regular gas has declined 2.3%.The average American’s income, which affects consumer’s ability to use disposable income on travel, rose 4.1% in November 2012 compared to November of 2011. US tourism spending on all tourism goods and services, an indicator of tourist spending on travel services, increased 4.2% in the third quarter of 2012 compared to the same period of 2011.

The worldwide tourism revenue, which includes travel agency services, is about $1 trillion. International tourist arrivals are forecasted to increase 3.3% a year, reaching 1.8 billion people by the year 2030. P r o D u C t e V A l u A t I o N triply is a trip planning mobile application that seamlessly personalizes and consolidates one’s

travel experience through the ease of planning, thrill of discovery, and awe of enhancement. These three key features of the application come together to give the user a vacation experience that is entirely unique and unlike any other application available in the market.

Among the dynamic features integrated into the app, is the ability for the user to plan their trip on a day-to-day basis, with the option of either listing their planned activities or adding a time beside them.

The application differentiates itself from other travel apps with its ability to personalize the trip for the user. For example, Triply gives the user options of selecting a trip style such as romantic, family, business, or friends; or opting to customize their own type of trip. If the user chooses not to plan their trip, Triply will give them suggestions based on their geolocation and the type of activity they are seeking. Users can also view reviews and ratings given by others to help them decide on their destinations. The unique aspect of the app is the Goodies feature, where consumers discover trip-enhancing rewards - whether it be discounts or a dolphin kissing their child during a show, or a backstage pass to Cirque du Soleil . Triply’s brand personality is best described as a trusty trip companion that gives users exclusive insights and delivers them a city that fits their needs. Consumers will associate Triply as being fun, friendly, whimsical, inviting, knowledgeable, and adventurous. the application is going to be released through the Apple App Store and Google Play.

C o N s u M e r A N A l y s I s the primary target consumer for triply is the “Moms-in-Charge,” made up of devoted and decision-making mothers between the ages of 32 and 56.

Mothers are the key to sales. Women make up 85% of purchasing decisions in a household. A mother is not just buying for herself; she is also buying for the baby, the toddler, the teenager, and for the entire soccer

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team. today’s moms are much more dynamic: they have access to online tools and use them to make more complex purchasing decisions. Over 50% of female mobile subscribers use smartphones; and moms spend twice as much time online each month than the general population. Moreover, moms account for more than half of household consumer electronics purchases, are 56% more likely to download coupons than the general population, and, on average, spend nearly four hours per day with their smartphones. Mothers generally draw out the vacation itinerary and have the final say in trip activities. Also, an alternative to the “Moms-in-Charge” target market would be “Super Dads” who essentially have the same values, family principles, and decision power.

The 18-32-year-old male and female market is an appealing secondary audience. they tend to be early adopters of new trends and are often opinion leaders, who spend a great deal of time on social media. they value the opinions of their friends; and their friends value their opinions.

This audience does not have excess disposable income, and thus they constantly seek deals and discounts. Moreover, this group highly values enjoyment and having fun while they enter a point in their lives where they are settling down with families or full-time careers.

Another secondary audience to target is businessmen between the ages of 34-46. This group travels frequently and spends a significant amount of time on computers researching products on the web. they go online to stay connected with colleagues and to keep up with current news. they are spending less time with traditional broadcast media and more time watching online videos - consuming content through their mobile devices. Fifty percent of men are influenced by digital ads and 44% are influenced by online search results. On average, they spend about nine hours a day with their smartphone.

Their use of smartphones is growing, along with tablets and laptops, which marketers have used as multifaceted hubs for social connectivity.

The last secondary market to consider are children 13 and younger. Children are a prime target for marketers, not only because the children of today have more disposable income at younger ages than in previous years, but they have significant influence over family purchases. In 2012, children aged 9 to 14 spent over $2 billion and influenced over $20 million in family purchases. Marketing experts call this the “pester power,” or the “nag factor;” which is the ability to get kids to nag their parents to buy a specific product or take them to a specific restaurant. Since 2011, there has been a 50% rise in the amount of children who own smartphone devices.

Mobile phones have emerged as being the most coveted device they have, even more than TVs. About one in seven children now use a tablet device at home, a 5% increase since 2011.

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C o M P e t I t I V e A N A l y s I s

Direct Competitors

Tripomatic : Free mobile applicationPositioning: “Be your own guide and make planning part of the fun”• Lets user discover what sights and attractions each

destination has to offer; and lets the user build a trip• Unique advantage: tripomatic can sync with a web-based

itinerary-planning service• Shows attractions’ photos, contact information, opening

hours, and admission fees• Incorporates a built-in MapBox feature; Retina quality

design useful for city walks• Top destinations available offline - saves user from

data roaming fees when abroad• heading indicator showing the direction to nearby

attractions

Gogobot : Free mobile applicationPositioning: “Planning your trip should be almost as fun as the trip itself.” “Sharing your experiences should be as simple as touching a screen on your phone, we’re passionate about technology and design and their power to reshape our world for the better”• App focuses on collecting and curating quality user-

generated photos and reviews for travel destinations all around the world

• Gogobot has over 2.5 million registered users, 40% of them logging in via mobile

• Search and book from more than 60,000 hotels, restaurants, and activities

• Restaurants – Has a filter feature to help the user discover and book (food type, etc.); and allows users to book tables on the go by using its Opentable integration

• Uses Google Street View for Android – uses the phone’s compass to turn the device into a virtual window with a 360-degree panoramic view of any location within Gogobot’s database

TripIt : Free mobile applicationPositioning: “All of your travel plans on the go”• User just forwards their travel confirmation emails to

plans@tripit.com • tripIt organizes the user’s trip details into one master

online itinerary, even if the arrangements were booked through multiple travel sites

• Automatically includes maps, directions, and weather in the master itinerary

• Gives the option to book restaurants, theatre tickets, activities, and more, right from within the online itinerary

• Travelers can share their travel calendars, itineraries, and collaborate trips with individuals or with their network of tripIt friends

• The user’s trip is accessible online, in print, in their • calendar, and on their mobile device

Trip Planner : Free mobile applicationPositioning: “handy tool for planning your daily activ-ities.” the app keeps all of the users travel details at their fingertips• User can create daily itineraries for their trip, write down

notes, track activities, and share plans with their friends• The main features of the app are its intuitive interface,

support for multiple trips and activities, travel activity status feature, and the built-in “must-pack” and “to-do” dictionary

• App is designed to work offline, avoiding costly roaming charges when traveling to foreign cities.

• Works on iPhone, iPod Touch, and iPad

mTrip : Free mobile applicationPositioning: “Let mtrip be your personal guide”• mtrip’s algorithm calculates the user’s entire trip

itinerary, personalized for one specific user• The guide leads users to each of their trip destinations,

similar to their own personal tour guide• Users can view the entire city through “augmented reality”

• It features a sharing function that allows the user to keep track and share their adventures as they happen - with their friends and family

• mTrip publishes intelligent travel guides for the iPhone, Android, and the web

• The app combines expert content, user-generated tips, and advanced technologies from the latest smartphone developments

• Its focus is on enhancing travelers’ experiences, increasing visibility, and generating revenue

TouristEye : Free mobile applicationPositioning: “the world’s most incredible travel guide ever”• touristeye is a web and mobile travel guide that recom-

mends where to travel, what to do, and where to eat based on their trips and social connections. the user gets personalized recommendations based on their preferences and tastes

• Ability to share the trip on twitter and Facebook and receive recommendations from friends and family to discover the best of each city

Indirect Competitors

TripAdvisorPositioning: “World’s largest travel site, enabling travel-ers to plan and have the perfect trip”• Features reviews and advice for hotels, resorts, flights,

vacation rentals, vacation packages, and travel guides• Offers trusted advice from real travelers, has a wide

variety of travel choices, and planning features with links to booking tools

• TripAdvisor has 60 million unique monthly visitors, 44 million marketable members, and over 100 million reviews and opinions

• 30 countries worldwide• tripAdvisor was an early adopter of user-generated content.

The website is free to users, who provide most of the

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content; and the website is supported by an advertising business model.

ExpediaOne of the world’s leading online travel companies, making it easy to plan trips• Users explore Expedia through their website, mobile app,

and Facebook page to discover destination ideas; and to get information about hotels, flights, car rentals, cruises. the user can also book and purchase their trip

• Expedia specializes in vacation packages (book flights and hotels together for discounts)

• Operates in 23 countries• the site uses multiple global distribution systems for

booking and reservations

KayakCompares hundreds of travel sites at once and allows the user to choose where to book.• Kayak sends them right to the booking page to finish the

purchase, or the user can book the hotel or car rental right from Kayak

• The mobile app includes flight and car search, hotel search and booking, flight tracking and trip schedules, so users have their itinerary at their fingertips

UrbanspoonPositioning: “World’s leading provider of time-critical dining data, a major division of a very important multi-national corporation, and an all-around big play in the multi-billion dollar restaurant information industry”• In August, 2009, the website launched an online restaurant

reservation system for last-minute, same day reservations• Offers restaurants electronic reservation book software

called RezBook• Urbanspoon allows users to find everything about

local restaurants. they can read user submitted recommendations and reviews from critics

YelpLocal directory service with social networking and user reviews• Yelp has more than 100 million unique monthly visitors,

as of January 2013• Yelp provides online local search capabilities for its visitors• Results from consumer searches are based on a 5-point

rating system• Listings and related content are organized by city and a

multi-tier categorization system

OpenTableLeading provider of free, real-time online restaurant reservations• More than 27,000 restaurant customers• Reservations can be made through the OpenTable website.

there is also an Opentable app through which users can find and book dinner reservations

• Opentable allows users to search for restaurants and reservations based on parameters such as time, date, cuisine type, and price range

• Users can receive OpenTable reward points after dining that can be redeemed for discounts at member restaurants

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ORLANDO: THE BASICS

h I s t o r y & G r o W t h

the city of Orlando has been a tourist destination since the 1960’s when Walt Disney created Walt Disney World to supplement the Disneyland Park in Anaheim California. With over 450 hotels and 115,000 rooms, tourism in Orlando is a continuously growing market. In 2012 Orlando drew in more than 55-million visitors, four million more than in 2011.

Orlando attractions continue to focus on adding new activities and park expansions. Also, families are finally deciding to take a vacation after this most recent recession. these two key factors are contributing to the Orlando tourism market’s recent growth. In fact, many tourists choose Orlando because it is an affordable destination compared to other cities. In 2012, the top visitors to Orlando were from, in descending order; Miami, FL, New York, NY, Tampa, FL, West Palm Beach, FL, and Jacksonville, FL.

D e M o G r A P h I C s

Of the 55 million visitors to Orlando each year, approximately 44 million (80%) of them are leisure travelers. Among these 44 million leisure travelers, 3.8 million are from another country (2.8 million from overseas). Even though international visitors represent a smaller total portion of the overall market, their length of stay makes them a significant portion of the market.

While the average length of stay for a domestic traveler to Orlando is 4.2 days, the average international party stays approximately 9 days. Although there is a significant difference in length of stay, international and domestic travelers are quite similar in the types of parties that typically travel to Orlando. Domestic-leisure travelers are split up mostly between couples (36%), single people (32%), and families with kids (24%). Meanwhile, 70% of international travelers groups are adults only (30% families with kids).

reseArChSECONDARY RESEARCH

Cities with Top Number of Visitors to Orlando

1. Miami, FL2. New York, NY3. Tampa, FL4. West Palm Beach, FL5. Jacksonville, FL

2012

PLANNINg & SELECTINg ACTIvITIES: APPLICATIONS AND wORD OF MOUTH

P r I o r I t I e s

the top priority for domestic tourists in Orlando is to visit a theme park or a list of theme parks. However, international travelers prefer shopping and dining over theme park attractions. This difference in preferences is primarily due to the core motivation for making a trip to Orlando. American travelers are marketed to by the theme parks as the primary reason to visit Orlando (followed by dining and shopping). However, international travelers are much more interested in purchasing American goods and therefore, prefer to spend their time shopping and dining in American stores and restaurants.

P l A N N I N G t h e V A C A t I o N

here are some key statistics on vacation planning in the United States :

• 60% of travelers prefer digital referrals• 74% used a smartphone, tablet, or computer to

book their stay and activities• 53% of travelers claimed that word of mouth and

personal recommendation were the most important elements in choosing between activities

According to Matt Zito, an online travel business con-sultant for tnooz.com (the leading voice on the web for all areas of travel technology), the majority of activities on a vacation are planned and booked within a 72-hour period before actually participating in the activity. this style of planning lends itself to travelers using their devices to plan on the go. In addition to this 72-hour window, Zito also claims that “50% of travelers are using their mobile devices to find and search for things to do in-destination while on vacation. It’s only a matter of time for when the activity operators realize that mobile is their meal ticket to enhanced reach and sales.”

Top 10 Things to do in Orlando

1. Discovery Cove2. Wishes Fireworks3. La Nouba - Cirque du Soleil4. Fantasmic5. Mama’s Comedy Show6. Mary, Queen of the Universe Shrine7. iFly Orlando8. Around the World at epcot9. Walt Disney World10. The Hoop-Dee-Doo Revue

Source: TripAdvisor

14.9%

85.1%

Total Orlando Visitors55.168 million

Domestic Travelers51,365,000,000International travelers3,803,000,000

Total Nights in Orlando229,414,000

Domestic Travelers195,187,000International travelers34,227,000

93.1%

6.9%

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QUALITATIvE RESEARCH

On February 10th, several members from Campfire visited Orlando to talk to potential users of this application. While in Orlando, the team visited: the Peabody Hotel, Downtown Disney and the monorail that connects the Disney theme parks. In total, the team spoke with over 50 different tourists to gather key insights. The majority of people spoken to were adult members of families.

While many different tourists gave different perspectives, two key insights were gathered: planning and features.

P l A N N I N G

While discussing trip planning with Orlando tourists, several themes kept reappearing during the conversations. these themes included:

• When originally deciding to visit a destination, a “checklist” of activities is already decided for that city (ex. Magic Kingdom, concert, event, etc.)

• Word of mouth is the most valuable form of communication in terms of choosing a location or attraction

• Some tourists prefer to have a schedule, while others prefer to spontaneously plan in the moment

• Planning and booking occur at different times for different types of people

• Couples with children tended to do more planning than adults without children

• Tourists look for discounts wherever they can find them

C h e C K l I s t

Jackie, a mother of two from Jacksonville, said, “When I go to Orlando, I know I’m going to Magic Kingdom, but it’s not the only thing I’m gonna do.” Jackie gives a real life example of the mother who has a “checklist” of things that her vacation revolves around. Like Jackie,

several other parents and tourists gave a few different variations of this answer. When tourists originally decide to take their vacation, they have an idea of the attractions they want to visit.

W o r D o F M o u t h

The Orlando tourists basically verified what the many different publications and textbooks explain about word of mouth and its power. Practically every tourist said that if given a recommendation via another person, they were much more likely to visit that location.

D I F F e r e N t t y P e s o F P l A N N e r s

Valerie, a member of a party of eight, explained that “I started planning this trip about seven months ago, but the activities kind of just happen as we go.” However, Stacy, a mother of one, explained that she had only started planning her trip a month before their arrival. It seemed larger party sizes (i.e. amount of children) coincided with earlier planned trips.

F e A t u r e s

After speaking with different tourists about their current method of vacation/trip planning, the team proceeded to explain the basic functionality of the application to gauge interests. there were several insights and feature ideas that are worth mentioning:

• Customization is key• Providing discounts was highly valued• As mentioned in the planning section, people

come to Orlando with a checklist of things that are already planned

• the price point is not set in stone• Paying for reservations/tickets/events through a

mobile application was not an issue for anyone • Advice on transportation, both inside and outside

of attraction was requested

have no problem paying through the app, it’s just like paying online.” Dave was not the only parent that was fine with paying through his/her mobile device. Angela, a mother of two from Mississippi, claimed that she uses her phone to “order online” and that this application would be no different.

t r A N s P o r t A t I o N & o t h e r F e A t u r e s

As explained through the secondary research, people travel to Orlando primarily by plane or by car. Thus, some people are traveling by car to their different destinations while others need to figure out how to get there. Therefore, many different tourists suggested a navigation element would add great value to the application.

In addition to arriving at the attraction, navigation and assistance inside the park/destination was brought up several times. Angie from Denver explained, “I would really like to have the [park] map in my phone. It could tell me wait times at different rides and where the bathroom is.” It is this level of integration that VS Publishing can provide. It is a key advantage to be explored in further sections.

C u s t o M I Z A t I o N I s K e y

When speaking with the different people in Orlando, the team realized that no two trips are identical. there are romantic getaways, family vacations, international vacations, and business trips that turn into family getaways. the experience that this brand and app provides must be both flexible and customizable.

D I s C o u N t s & P e r K s

After explaining the basics of the application to Sarah, a mother and wife from Utah, she went on to say, “The thing I really like are the discounts, I don’t think I would pay for it otherwise.” While there were some tourists that did not feel as strongly about discounts being required, it was definitely a top priority for most. The value of discounts or perks to the consumer will be further investigated in the quantitative research.

P r I C e & P A y M e N t s

the primary demographic that is most likely to use this application, in terms of age, (based on Orlando tourism data) did not grow up using smartphones and the Internet. Therefore, Campfire wants to make sure that tourists would be willing to pay for this application and would feel comfortable paying for tickets and events through the application.

In terms of the price point, there was significant fluctuation. For example, Shay from Nebraska, claimed that she would pay anywhere from $15-$30 for the application. Meanwhile, Sarah from Utah, said she would not pay unless there were discounts available. More quantitative research is required to determine a price point.

However, assuming they had already purchased the application, almost every tourist did not have a problem paying through the system on their phone. Dave, a 41-year-old father of three, claimed “I would

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QUANTITATIvE RESEARCH

For quantitative research, Campfire distributed a survey to 145 people who had traveled leisurely in the last year. there were several areas of interest the team was looking for in the results:

• What demographic is most comfortable purchasing a mobile application?

• how much/would respondents spend on an app?• What methods tourists primarily use to plan their

vacations?• how far in advance do respondents start planning

their trip and itinerary?• Which activities are planned in advance and which

are more spontaneous?• What aspects are most important when choosing

between attractions?• Which market is most likely to use this application?• how much would respondents pay for this application?• Which travel habits are different among the

different types of Orlando visitors?

t h e B A s I C s

The questionnaire, in its entirety, can be found in the appendix.

In summary, 145 people took the survey. 93 of the participants were female, while 46 were male (one did not answer). Of those 145, 76 were aged 19-25 and the majority of the remaining participants were over 25. the breakdown of survey results is visualized in the chart to the left.

In addition to age and sex, 60% of the participants identified themselves as “white,” while 22% identified themselves as “black.” Finally, 50% of the participants were in a relationship or married and 31% claimed to have children.

PRIMARY RESEARCH

Survey Participant BreakdownAge Resp. # % Bar Visualization

18 & under 4 2.86%

19 - 25 76 54.29%

26 - 30 6 4.29%

31 - 35 8 5.71%

36 - 40 1 0.71%

41 - 45 5 3.57%

46 - 50 15 10.71%

51 - 55 8 5.71%

G e N e r A l I N s I G h t s ( M o B I l e A P P s )

One of the things Campfire wanted to know were the habits and traits of mobile phone usage amongst travelers. eighty-nine percent of the participants claimed to own a smartphone. In fact, 60% had purchased a mobile application in the past.

However, there was a major disparity among apppurchasing habits, especially when it came to the amount they “would” spend on a mobile application.

As seen in these results, there is not a bell curve within these responses. there seems to be an even amount of people who chose anywhere between $1.99 to not spending money on a mobile application. However, the willingness to spend seems to rise again as the price approaches $4. It seems more research may be required when determining the price points once the product is fully developed.

t r A V e l I N s I G h t s

Ninety-five percent of the survey participants claimed to travel leisurely at least once per year. In terms of planning, 62% chose their vacation date 1-5 months in advance, while 43% start planning their actual itinerary during that same time frame.

to the right is a breakdown of the resources tourists are using to plan their vacations.

In terms of booking their actual stay, 64% of respondents claimed to have used a hotel website while 53% claimed to use a hotel aggregator. However, when choosing the actual activities of their vacations there were many different factors that the participants found most important.

u s I N G A N D P u r C h A s I N G t h e A P P

Towards the end of the survey, there were a couple questions about the actual application. When

Application Purchasing Habits

Would not pay 29 21.97%

.1 - .99 29 21.97%

$1 - 1.99 35 26.52%

$2 - 2.99 9 6.82%

$3 - 3.99 10 7.58%

$4 or more 20 15.15%

Total 131 100%

Answer Resp. # % Visualization

Travel Book Guide 31 25.62%Travel Magazine 15 12.40%Online Travel Guide 68 56.20%Travel Review Site 48 39.67%Friends/Family 98 80.99%Mobile Apps 25 20.66%Advertisements 24 19.83%Other 9 7.44%Total 318 100%

Answer Resp. # % Visualization

Planning Resources

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explaining the basics of the application 37% answered that they were “somewhat likely” to use the application while 10% said they were “extremely likely.”

As it shows here, the more this application costs, the less likely people will be to buy it. However, the fact that more than 50% of the participants would spend money on this application is encouraging.

A D u l t s & t h e t r A V e l P l A N N I N G A P P

After looking through the data, the demographic of married women aged 41 and over with children was one of the most likely groups to purchase and use this application. More than 90% of respondents own smartphones and 27% of respondents said they would spend four dollars or more on a mobile application. this is much higher than the average.

Campfire believes they are more willing to spend because they have a higher household income ($115,000) and did not grow up using the Internet.

One-hundred percent of the women in this demo-graphic claim to have traveled at least once per year leisurely, 30% said they travel 2-3 times per year. When targeting this demographic it is also key to understand that 59% of respondents begin planning their vacations 1-5 months in advance. Compared to other demographics, they are also more likely to trust advertisements as a source of information. Further-more, 20% claimed to have used advertisements in the past year to plan their vacation.

Finally, friends and family recommendations ranked highest amongst this group when choosing attractions. If this application can enhance their experiences and focus on social sharing, it may be a success among this demographic.

Therefore, they are less aware of the trend that most services online are free. Also, the minute fee of $2.99 is not a concern when they are spending hundreds of dollars on average on a trip.

s t r e N G h t s W e A K N e s s e s

t h r e A t so P P o r t u N I t I e s

• existing partnerships with leading Orlando businesses

• VS Publishing is one of the most prominent publishing companies in Central Florida and has cornered the market for Orlando tourist publication

• Gives suggestions tailored to individual preferences, allowing consumers to easily plan their vacation

• Exclusive deals and experiences in Goodie feature

• More than 90% of adults over age of 41 use smartphones

• Rapid progression in smartphone adoption• Faster and more reliable internet

connections on mobile devices• Room for expansion of partnerships• Branching out to different locations within

the United States• Possibility to pioneer a new distinctive market• Large foreign traveler market

• Market is saturated with travel planning and review apps

• Abundance of indirect competitors, i.e. other apps in App Store (775,000 as of Jan. of 2013)

• Research shows consumers are less willing to download applications they need to pay for compared to free versions

• App has not been developed yet• Relies heavily on willingness of businesses to

partner with app• App is $2.99; consumers are less willing to

download paid applications

s W o t A N A l y s I s

Highlighting the strenghts, weaknesses, opportunities, and threats involved in triply.

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B I G P I C t u r e

As Triply launches, the most prominent challenge is raising the overall awareness of the app and converting a diverse audience of travelers into avid triply users. the market is so diverse that it is nearly impossible to narrow down the audience to appeal to one particular demographic.

Being a pioneer in the market for travel-planning applications that enhance experiences, Triply has the opportunity to attract a large audience of Orlando travelers and be at the top of consumer’s minds when it comes to applications of its kind.

this campaign’s goal is to target the largest common denominator of a varied range of consumers and demonstrate why they should use triply to enhance their travel experience. these executions will connect with different audiences, through an integrated marketing campaign, by emphasizing Triply’s three primary components: planning, discovery, and enhancement.From the research conducted, many consumers plan far in advance in order to have an outlined schedule to follow, allowing them to enjoy their trip fully. Triply focuses on an easy planning experience - with the goal being a user-friendly interface that expedites and enhances the planning process.

Discovery is just as important as planning, which is why triply is designed to bring consumers new choices and new opportunities for experiences they may had not otherwise encountered.

enhancement is the most valuable feature of triply because the minute details that cannot be planned for is what takes a trip from memorable to extraordinary.

t A r G e t M A r K e t s

The primary target market consists of family-driven, decision-making mothers between the ages of 32-56 who have disposable income and seek to get the best

the Four P’s stIll eXIst. We’re ADDING A NeW oNe - PeoPleMARkETINg STRATEgY

out of their trip for their children and family. An alter-native to the “Moms-in-Charge” would be “Super Dads” who essentially have the same values, family principles, and decision power. Campfire has identified secondary markets as tech-savvy young adults between the ages of 18-32 who actively seek deals and exciting activities, children between the ages of 12-17 who have a smart-phone and influence over their parent’s decisions, traveling businessmen between the ages of 34-46, and international travelers aged 22-33. Based upon these primary and secondary markets, seven distinct consumer profiles were created.

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TRIPLY USERS PROFILE BREAkDOwN

M I l l e N N I A l e X P l o r e r s

Alex is a 23-year-old male from Miami, Florida. He and his old high school friend, Hailey, are taking a trip to Orlando, trying to reconnect after going to different colleges.

At any given point, Alex can most likely be seen bearing down an electronic device, like a new-age bookworm, scouring various social media platforms for updates from his friends. Like his friends, he is driven by a need to share his experiences; where he is, what he is doing, whom he is with, and how he is enjoying himself. If he goes to a coffee shop, he might Tweet where he is, or post a picture of his coffee to Instagram for his friends to see.

Given his tendencies, Alex and his friends belong to what can be referred to as a “Wolfpack.” this wolfpack travels together, likes to do adventurous activities together, and relies on constant communication to hold the pack together.

Alex, being a member of the wolfpack, has influence when it comes to picking out the daily itinerary, and often offers his input to the wolfpack Alpha, Hailey, before the pack can reach a consensus. While in Orlando, Alex wants to explore the theme parks like Sea World, Epcot, and Universal’s Islands of Adventure, and experience the nightlife at Universal CityWalk.

Alex uses a wide variety of mobile applications on a daily basis. He is young, perceptive, and in-tune with societal trends. When he downloads an app, he typically searches for free apps in the store and browses the featured section for popular new apps. If Alex finds an app particularly desirable, he will pay for it, but typically does not pay more than a $1 to $2 price tag. he is most easily marketed to through word of mouth, social media and online platforms, but is still

receptive to guerrilla and augmented reality marketing, and out-of-home ads at places like hotels, rest stops and billboards. Alex responds to campaigns with simple information, or a campaign with a positive emotion-resonating foundation.

Hailey is a 20-year-old female who goes to school in Tampa, at the University of South Florida. When Alex suggested that they try to reconnect, it was up to her to make the final decision; of where to go and what to do. hailey’s favorite way to relax and spend her time is to go shopping with her friends. She likes searching for deals and unique clothing; coupled with her low attention span, she jumps from store-to-store when she’s looking for sales. Like Alex, Hailey belongs to the wolfpack. As the size of the wolfpack grows, it becomes increasingly hard for the pack to make decisions. As the “Alpha” of the wolfpack, Hailey leads the pack and is usually the one to make the final plans after hearing the pack’s input. While in Orlando, she wants to spend time shopping in the shops at Universal CityWalk and visit the theme parks.

Similarly to Alex, Hailey will gladly pay for an affordable app, provided she thinks that it provides a useful service. She also can be reached through word of mouth, social media and online platforms, guerrilla marketing, augmented reality advertisements, and out-of-home ads at hotels, rest stops and billboards. Hailey can most effectively be reached through an informative campaign, or an emotional-based campaign.

B u s I N e s s P r o s

Jay is a 36-year-old technology consultant who works for a company based out of Atlanta, Georgia. One of his principal responsibilities for the company involves traveling to different cities for sales opportunities and client management. When he does travel, it isn’t uncommon for his family to come with him, especially if the location is a well-known tourist destination like

Orlando.

Jay is best described as an “Outcome Oriented” person - caring about the results more than the actual processes used to achieve the goal.

his values are mostly that of status; and he works hard to impress his co-workers and friends with his family’s lifestyle. For hobbies, Jay manages a fantasy football team with old college friends and spends his evenings consuming SportsCenter. During his business trip to Orlando, Jay would like to golf at one of Orlando’s challenging courses and visit Disney’s Typhoon Lagoon.

Because Jay has a successful career, spending money on an application that would allow his family to explore the town while he has to work is not a concern. he would easily consider spending $3+ on the app as long as it made his life easier and yielded positive results.In terms of marketing, word of mouth is the best way to reach Jay because he values what his equals say. Other ways to reach him would be through the airports and travel aggregators he frequents for business travel or the car rental service and hotels at which he stays. Sports websites, billboards, testimonials, and the Triply website can also reach Jay in his day-to-day routine. W o r l D W I D e V o y A G e r s

Gloria is a 26-year-old woman from Portugal, traveling with a large group of college friends to the United States and Orlando for the first time. Gloria and her group of friends are best categorized as “hopeful Wanderers.” Being in a completely different place for the first time is somewhat overwhelming, and while she does have some ideas of what she would like to do, she needs help to make her dream trip happen.

As this is her first trip to Orlando, Gloria wants what she would call “the American experience.”

In Gloria’s mind, shopping is an integral part of this

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experience, and she will want to spend her time ex-ploring different stores in Orlando. She also wants to visit Mary Queen of the Universe and see Nemo the Musical.

As it is Gloria’s first time coming to the United States, she and her friends do not put a price tag on something that has the potential to boost the quality of their trip. She would easily pay $2.99 for a mobile application. Gloria would be receptive to marketing efforts through multiple media such as: travel websites, airport advertisements, digital, guerrilla marketing, VS Publishing publications, and the product website. Gloria is very excited about this trip, anticipating memories that will last a lifetime. With that in mind, emotionally-driven advertisements would resonate best with her.

s u P e r D A D s

Phil is a 45-year-old man from Toronto, Canada. He casually works in low-end real estate, but the majority of his time is devoted to his children and keeping his family’s home life in order. Phil’s wife is a successful businesswoman, so she often doesn’t have time to take care of the household chores.

Phil is completely devoted to his family, trying his hardest to make sure everyone gets what they want and that everyone is happy. He is a “Selfless Care Bear” whose needs will always come after his wife and kids’.

Phil is the hockey coach for his son’s team, and, in his spare time, is something of a movie buff. The time that he does take for himself is his morning workout routine on the rowing machine and going for a run around the neighborhood.

In Orlando, Phil would like to go to SeaWorld, Ripley’s Believe It or Not, and have dinner at the T-REX Café in Downtown Disney. However, anything that his children wish to do takes precedence over any desires of his own.

Phil’s time with his children is invaluable - making the cost of an application that could improve his time with them irrelevant. he would gladly pay $2.99 for an app for his family. Marketing to Phil is best done though VS Publishing products, guerilla, and online ads, and the product’s website. his children’s happiness is the most important thing in the world, making a positive, emo-tional campaign very effective on him. He would also be receptive to an informative campaign.

M o M s - I N - C h A r G e

Claire is a 43-year-old middle school teacher and she’s planning a trip to Orlando with her husband and three kids. She likes scrapbooking, coupon cutting, and planning out her routine to stay organized. Living in Jacksonville, Florida, Claire and her family have taken trips to Orlando for previous vacations, but the burden of planning the trip stresses Claire out. For Claire, it is critical that she creates an itinerary for herself and her family, and that they stick to the schedule for the duration of trip.

She can be described as a “Die-Hard Planner” who dreams in perfection. Her plan is more than just a to-do list - in her mind it is the law which must be followed down to the letter.

When making the plan, Claire tries to accommodate all of her family’s desires, but if it does not fit the plan, it gets rejected. The whole trip is planned - from park tickets to dinner reservations for popular restaurants.

When it comes to buying mobile applications, Claire is willing to spend as long as its function is vital. She can be marketed to through VS Publishing products, word-of-mouth, digital advertising, and the product website. For Claire, the product is satisfying her excitement with planning, so an informative campaign with an emotional appeal would be most effective.

Manny falls under a category called “Kid is King.” It’s very rare that he doesn’t get what he wants, and if he does not, he becomes very difficult to be around.

Among his peers, Manny is popular and is a trendsetter. While in Orlando, Manny wants to visit Universal’s Islands of Adventure and iFly.

Since Manny is not the one actually paying for the mobile applications he gets from the app store, he would be comfortable spending $2.99 on an app that would help his desires get scheduled on the vacation. Manny would most likely hear about the app from word of mouth, but would be receptive to messages on social media, and billboards. Lily is a 13-year-old girl from Trenton, New Jersey who loves to shop keep up with trends and celebrity gossip. her family is planning a trip to Orlando for their summer vacation.

Lily is also part of the “Kid is King” psychographic. While she does not particularly want to go on the trip with her family, she really wants to go to the outlet malls and Universal CityWalk.

Similarly to Manny, Lily’s parents pay for her cell phone and the apps she downloads, so she would be happy to pay $2.99 for the application if it helped her plan the things she wants to do during their trip.

She can be reached through social media, airport ads, billboards and word of mouth.

l o V e y D o V e I e s

Cameron and Michelle are a couple from New York, planning their first serious vacation together. Cameron is a 29-year-old lawyer who likes to play racquetball and golf. Michelle is a 27-year-old graphic designer for a nonprofit organization and writes a food blog in her spare time.

Cameron and Michelle can be described as “Dream Seekers” who are just starting to chase the “American Dream” together.

they look at this trip as a chance to grow even closer as a couple. While in Orlando, they want to explore the city for local hot spots and hidden gems by visiting attractions such as Disney’s Hollywood Studios and Epcot. Michelle would also like to go to Discovery Cove to swim with the dolphins. Both being young and technology savvy, they are fairly competent when it comes to planning a trip online, but they would be interested in a mobile application if it helped book activities and offered exclusive deals.

Cameron would be willing to pay $2 for such an application, while Michelle would only pay $1. They could be effectively reached through airport advertisements, search-engine optimization, augmented reality advertisements, word-of-mouth, and the product’s website. Both information-based and emotional-based campaigns would appeal to the couple.

K I D B o s s e s

Manny is an 11-year-old boy from Miami. his family is planning a family vacation to Orlando. In his free time, he plays videos game such as World of Warcraft and halo.

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G o A l s

While devising the marketing campaign for Triply, Campfire’s overarching goal is to establish Triply as a well-defined and prominent brand in the market for travel arrangement and travel guide services around the world. Advertising efforts will effectively communicate what Triply is, what it is capable of, and what distinctively sets triply apart from any other travel-related services. As the brand launches, Triply will need to be established as a brand with outstanding recognition within the target market. this means that consumers and users need to be able to recognize Triply’s logo and app icon, describe what Triply is, and associate the “ease of planning, thrill of discovery, and awe of enhancement” when prompted for brand characteristics. Campfire will drive audiences to use triply through an aggressive marketing and strategic advertising campaign. o B J e C t I V e

Using, cost-per-impression, click-through-rates, and conversion ratios, Campfire projects 270,000 as a reasonable user projection. For example, assuming VS Publishing is able to reach a CPC of $.90, and 20% of the users that click the advertisement are convinced to download the application, Campfire can safely assume that approximately 30,000 people will become users. To learn more about how each medium affects the user base please review the chart to the right.

P o s I t I o N I N G

Positioning statement: For a diverse range of Orlando travelers who seek an effortless vacation experience, triply is a travel planning application that dynamically personalizes and consolidates the user’s trip experience through planning, discovery, and enhancement.

Campfire’s objective is to gain approximately 270,000 users by the end of 2014, a year after the campaign’s launch within the prospective primary and secondary target markets. this projection is based on conservative conversion rates through the campaign.

STRATEgIES

P r o D u C t

Campfire will be implementing a product-positioning strategy for Triply. Triply is a unique product, as there is not a travel planning service that performs to triply’s standards - the ability to seamlessly help plan, discover, and enhance vacation experiences through the Goodies feature.

In terms of planning, the user can choose to plan the trip with activities assigned to different times of the day, or just pick options without assigning them a time. Triply can make reservations, buy tickets and more. Even if plans change, Triply is built to allow easy schedule modification.

triply can also help the user discover new places to go and activities to do. Based on the user’s preferences, Triply suggests activities, restaurants, attractions, and more. Consumer reviews are also available within the app for suggestions and ratings of the best places to explore.

Cost Users

Print $ 0 96,520

Digital $ 170,000 37,778

Out-of-home $ 146,000 75,258

Billboards $ 55,000 28,351

Rest Stop $ 40,000 14,337

Airport $ 51,000 18,280

Social/Guerilla $ 27,000 9,677

SEO $ 32,000 11,470

Social Media Manager $ 25,000 8,961

Word of Mouth $ 0 30,377

Total 270,000

ROIRETURN ON INvESTMENT

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P r I C e

As Triply offers a service that is unrivaled in the marketplace, Campfire’s strategy is to impose premium pricing. triply has the opportunity to be a pioneer in a new distinctive market, thus, Triply must seek to maximize its revenue during the earliest stages of the product life cycle. Consumers will be willing to pay more because there are not any substitutes for Triply. Moreover, consumers tend to associate pricier items with exceptional quality and distinction - compared to free apps that simply cannot produce the same results. P l A C e

As the only place of purchase for triply is through mobile application stores, the placement strategy that will be carried out is exclusive distribution. Distribution is essentially limited to a single outlet. exclusive distribution will allow triply to tightly control the brand image, how Triply is merchandised, marketed and branded, and reinforces the idea of triply’s product rarity and uniqueness to consumers. P r o M o t I o N

the promotional budget will be allocated between the following subcategories: advertising, public relations, and direct marketing.

Advertising will utilize traditional and nontraditional mass media such as print ads, billboards, in-store displays, posters, and digital advertising.

Public relations will insure that the media picks up favorable news about Triply, with various media goals being newspapers, magazines, and technology/travel blogs to encourage early adoption.

Direct marketing will allow Triply to communicate straight with the consumer.

By using a mix of promotional strategies, Triply will be effectively communicated in terms of what it is and what it offers. It will be possible to efficiently reach each distinct segments of the target audience. the three selected promotional strategies are intended to create awareness, develop Triply’s brand image, drive consumers to purchase the application, and ignite viral marketing through favorable word of mouth.

the stroNGest story KeePs the lIsteNer eNGAGeDENgAgEMENT BRIEF

The Challenge

The Insight

The Main Point

The Tone

The Take-away

What challenge or issue are we trying to solve?Planning a trip is time-consuming and tedious, and the trip may not meet expectations.

What insight, truth or perspective will help us solve the problem?People want a trip that is unforgettable and unique with as little stress as possible.

What is single most important notion we need to convey?triply enhances your experience better than you could have imagined.

What should this communication feel like?Fresh, uplifting, friendly, organic

What do we need the audience to walk away thinking?“the only way to ensure the best Orlando experience is to use triply to plan my vacation.”

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C A M P A I G N t h e M e

Travel Triply

there is no stronger social bond than a smile. triply uses core brand values to create trips tailored to the consumers wants, needs, and desires. “travel triply” is a call to action for the consumer to begin an adventure that ends with a smile.

C A M P A I G N t h e M e l I N e

Simply put: Plan Easily + Explore Boldly = Travel Triply

h e A D l I N e

This headline focuses on highlighting a Goodie that Triply offers when a consumer uses the app to plan their vacation. the concept coincides with the idea that Triply not only helps plan the user’s trip, but enhances it as well. In this example, the girl likes astronauts and using Triply to book a trip to the destination will deliver her a tangible Goodie and an experience that goes so far beyond expectations it puts her in space.

the Best CreAtIVe DoesN’t Just looK GooD, It shAres A VAluABle storyCREATIvE

“She likes astronauts. Send her to space.”

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P r I N t

travel triply is all about the experience. When a user takes full advantage of the Goodies that Triply provides, the experience will make their trip more than a happy memory, but an everlasting adventure. this print campaign is fulfilling the dream vacation that every mother, father, friend, boyfriend, or girlfriend wishes to give to their loved ones. Not only will Triply take care of the stress of planning a trip, but will provide unforgettable moments that will leave them with a smile on their face. Leveraging the vast expanse of VS Publishing’s magazines, pamphlets, and promotional materials will ensure that every Orlando traveler will have the opportunity to be exposed to this dynamic message.

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W e B s I t e

through visual representations of happiness, coupled with the simplistic explanation of the benefits of Triply, interested users will have the opportunity to fully grasp the purpose and use of triply- easing any uncertainties before purchasing such a cutting-edge app experience. triply aims for easy use and a one-of-a-kind service. the website represents that mission fully.

B I l l B o A r D s

the campaign’s message centers around creating experiences that leave a lasting smile. Using the tagline with a visual representation of that one-of-a-kind experience, Triply will spark interest and establish brand recognition for countless travelers on their way to Orlando. With the iPhone queue, drivers will easily understand that this brandexperience is a mobile app, just a finger tap away.

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A I r P o r t

As potential users are travelling from New York to Orlando, this campaign will offer them the Triply experience by providing them with a friendly and warm advertisement at the gate. As they sit and wait to board their plane to embark on their adventure, they can utilize all that Triply has to offer to make their planning process easier. they will come to discover that using Triply will make their traveling more enjoyable.

D I G I t A l

While potential users are starting the planning process for their dream trip to Orlando, we want to be right there lending a helping hand. this will be accomplished through a strong strategic search engine optimization plan. Furthermore, these digital ads offer the same message as the print counterpart -- “travel Triply to make your trip unforgettable.” Triply is just a click away from fulfilling a seamless and enjoyable trip.

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r e s t s t o P s

Driving to Orlando is the first leg of the adventure. When potential users take a break from the drive, triply will be right there enhancing their experience. there will be a large brand presence to catch the tourists who are browsing the various attraction pamphlets with a triply-branded shelf and accompanying wall advertisements. this will relay the company’s driving force - “trips revolving around you.”

s o C I A l / G u e r I l l A

With Triply’s “Random Acts of Kindness” campaign, Triply will send five families found on Pinterest who have pinned their dream trip to Orlando and give them an enhanced triply Orlando trip. these families will be chosen based on their influencing power on social media (ie. blogs, Twitter, Facebook, etc). Triply will lend an iTouch to the selected winners, which will allow them to record their trip experience. Winners will be required to record and broadcast their trips on their various social media platforms. Self-shot videos by the winners will capture those “triply moments” and will further display the enhanced experience of using triply. these videos will then be used in future promotions and represent those surprising moments along their journey.

P u B l I C r e l A t I o N s In the 21st century model of product releases, a success story cannot be made without approval of key thought leaders. These essential influencers provide a venue for early adopters to acknowledge the newest and best products to use. Campfire suggests for Triply to create strategic partnerships with the most trusted tech blogs such as Engadget, The Verge, TechCrunch, Mashable, and CNET who will review the app and provide feedback to their readers. the positive reviews will encourage early adopters to test the app and fully experience all that Triply has to offer.

Rest Stop Banner Stand

A s s u M P t I o N s

The application will be launched in January of 2014. This timeframe will give VS Publishing and its partners the opportunity to decide on and implement the different Goodies. VS Publication advertisements within their own printed materials do not reflect as a cost on this budget

M A r K e t I N G C A M P A I G N

the primary market this campaign targets is the “Moms-in-Charge.” According to the research, this demographic begins planning their itinerary one-to-five months in advance of their actual arrival. This planning includes, booking hotels, checking the weather, and purchasing attraction tickets.

o N l I N e / D I G I t A l ( $ 1 7 0 , 0 0 0 )

Although this media is where the majority of the budget is going, this part of the campaign will begin in March. This timeframe will give VS Publishing time to get a core base of users and get all the “bugs” out of the application.

For “Moms-in-Charge,” there are several different types of websites and platforms to focus on. these platforms include:

• Hotel reservation websites - Hotel.com, Travelocity.com, Expedia.com• Weather report websites - Weather.com, Accuweather.com, Weatherbug.com• Google AdWords for targeting

Therefore, in addition to print advertising through VS Publishing’s publications, the largest portion of the budget will be spent online on cost-per-click advertising.

strAteGICAlly &eFFICIeNtlyMEDIA & BUDgET

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V s P u B l I s h I N G

Using VS Publishing’s publications to get Triply to market is a tremendous advantage that should not be taken lightly. Based on the raw amount of people that VS Publishing’s publications reach, Campfire can virtually guarantee that gaining an original user base will not be too challenging. this campaign plans to use these publications year round.

o u t D o o r / o u t - o F - h o M e ( $ 1 4 6 , 0 0 0 )

Outdoor/Out-of-home advertising is divided into 3 sections: • Billboards ($55,000)• Airport ($51,000)• Rest Stops ($40,000)

Billboards ($55,000)there will be four total billboards during the eight months of the billboard campaign. two will be on the Turnpike, south of Orlando, and two on the Turnpike, North of Orlando. These will be up during; March, April, May, June, July, August, November, and December.

Airports ($51,000)There will be advertisements at a LaGuardia Airport gate. these advertisements will be strategically placed at a gate that flies to Orlando the most. Since New York is where the most out-of-state Orlando tourists hail from, it will be a very important touch-point. These advertisements will be up during March and April, which are the two busiest months for the Orlando airport.

Rest Stops ($40,000)triply will brand the tables and shelves that hold the brochures and pamphlets at the turnpike rest stops. they will be accompanied by a triply banner advertisement right next to the tables/shelves. Finding exact estimates for this is difficult, however, $40,000 should be enough to cover this expense.

s o C I A l / G u e r I l l A ( $ 2 7 , 0 0 0 )

triply will sporadically target several Pinterest users who have created “Orlando boards.” they will be given a free triply vacation to Orlando for their families and themselves. The budget will allow for at least five family vacations at $4,000 each and an extra $7,000 for equipment to record the content for creating the online campaign to give the story exposure.

s e A r C h e N G I N e o P t I M I Z A t I o N ( $ 3 2 , 0 0 0 )

Since the primary target of this campaign typically begins planning their trips months in advance, search engine optimization (SEO) for Triply’s web presence is key. With $32,000 Triply can hire a SEO firm to help with their search engine rankings. Although digital advertising will begin in March, search engine optimization will begin right away since it takes time to rise in the search rankings.

s o C I A l M e D I A M A N A G e M e N t ( $ 2 5 , 0 0 0 )

Twenty-five thousand dollars will be dedicated to hiring a firm or individual to manage the different online presences. “Moms-in-Charge” are particularly involved on Pinterest, Twitter, and Instagram, however, the management will not begin until March. the management will be easier to handle in the beginning. the social media manager needs to have the tools available to search for Triply conversations, manage negative experiences, and reinforce positive ones.

D e V e l o P M e N t

Campfire suggests that the app be launched in January of 2014. The reason for this date is Triply needs time to develop strong strategic partnership to fine-tune the logistics for it’s unique selling point - Goodies. These Goodies are the most important aspect for creating an app that truly enhances an unforgetable trip.to create a loyal user-base to spread positive word of mouth, the

app must be tested over a lengthy period of set up time.

Campfire expects developing the application and creating the Goodies will cost $90,000. The website ($10,000) will be very simple, as its main purpose will be to attract users to the application.

Jan. Feb. March April May June July Aug. Sep. Oct. Nov. Dec.

VS Print

Digital

Rest Stop

Airport

Guerilla

Social

SEO

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EvALUATION & TRACkINg

The objective of this campaign is to convert 250,000 people into users.

tracking progress throughout the year will be essential to the success of this campaign. However, tracking for print and billboards is not included in this section as those platforms do not have a realistic tracking method. D I G I t A l

tracking digital campaigns is fairly straightforward. there are three key statistics to keep in mind; click-through rate, bounce rate, and user conversion rate.

As the campaign gains traction there will be numbers that the campaign manager will identify as successful or unsatisfactory. They will then have to adjust accordingly to maximize the ROI. s o C I A l M e D I A / G u e r I l l A

tracking this particular portion of the campaign will revolve around three statistics: likes, sharing, and new followers. Before the guerilla campaign begins, there needs to be concrete goals for the social media manager.

In addition, after the campaign begins, Triply must keep track of new followers, likes on the individual activities, and the sharing of the campaign through social media. s e o

triply will need a way to keep track of their success on search engines. First, they must choose which keyword phrases to compete in. Once they have chosen, Triply can keep track of their “rankings” with these phrases as time goes by.

the suCCess oF A story Is DeterMINeD By hoW MANy PeoPle retell It CAMPAIgN EvALUATION

as a pirate with makeup and a costume.

A u G M e N t e D r e A l I t y A Billboard Game

Since the drive to Orlando can be boring, Campfire had an idea to implement an augmented reality themed billboard game. As tourists drive up or down the Florida turnpike they would see an advertisement for a “triply Game.” The “Triply Game” would make every billboard on the turnpike interactive. If the billboard was for an attraction that is partnered with Triply, the game could bring that billboard to life and “enhance” the billboard while talking about the Triply experience. For example, if you came across a billboard for Discovery Cove and you scanned it with your device, a 3D dolphin would come out and kiss you on the screen of the phone. this campaign would definitely increase the amount of downloads but there were some logistical issues.

Implementation into the App

Goodies could also involve augmented reality. Once the partners see the value Triply provides them, they may want to implement augmented reality inside their attraction. For example, Universal Studios could create an augmented reality map in addition to their brochure. With augmented reality the attractions can truly enhance the experience.

Adding AR to Stage 2 of the Print Campaign

Augmented reality within the print campaign would create a call to action that may increase the amount of purchases of the Triply application. Once the Goodies are in place, a call to action with augmented reality would both enhance the advertisement and let the user learn more about the Goodies before making a purchase decision. the augmented reality could bring the story of the Goodie to life using the footage that was collected from the “Random Acts” social campaign.

ADDITIONAL RECOMMENDATIONS

s o C I A l M e D I A C o N t e s t

Word of Mouth was one of the highest valued ways people receive information about new technologies and opportunities they may be interested in, Campfire suggests that a second social media campaign be considered, following the first implemented through Pinterest. this second campaign would focus on demonstrating the value of using triply to plan a vacation. The campaign effort would use Pinterest, allowing users to help build the ultimate trip to Orlando. the best itineraries that get repinned the most would be incorporated into the triply Pinterest planned trip. Once the vacation itinerary is finalized, Triply would make that dream trip a reality for one of the Pinterest users who helped plan the trip. the user would win the trip and be asked to record and share their ultimate vacation experience with the world.

o t h e r G o o D I e I D e A s

• Backstage passes and pictures on set with the cast of Cirque du Soleil

• A photo of you flying at iFly• A kiss from a dolphin for your child at the Dolphin

Show in Sea World.• Customized menus with your name on them when

you reserve a table at a restaurant• A personalized astronaut suit for your child at

WonderWorks with a removable patch that you can take home.

• A free warm up session with golf balls at a golf course.

• Maps of theme parks with attractions and emergency information.

• A take-home mug at a coffee shop• tour of the set before the show at a concert. • A go-cart with your name on it and personalized

uniform at the racetrack. • At Pirate’s Cove Adventure Golf, dress your child up

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thANK you

As we reflect on our experience these last few months, Campfire would like to thank both VS Publishing and Snapt for the opportunity to work on your business ventures and help write your brand’s story. We are filled with pride as we present our work to you and recognize the opportunity we have been given; getting to work on such a novel project at our young age. We feel that we have gained great perspective into the real world of advertising, and that is truly invaluable. We end our story with the anticipation of following yours. Sincerely,

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thIs Is our storyABOUT CAMPFIREHello, we are Campfire. We are six advertising majors preparing to graduate from the University of Florida. More importantly, we are friends - each instilled with a passion for storytelling. We believe in treating brands as people and affirm our role in advertising is to help communicate their messages with their audiences. together we explore ideas and turn them into reality.

A l e X A N D e r D A V I s

Wanted: Alexander Davis is a 5’ 10” white male. He was last seen pursuing his dream to be a copywriter for Wieden + Kennedy. Known alias: Tom F. Oolery. The subject should be considered armed and extremely dangerous, known to carry a pen mightier than a sword. If you can get him to be serious for more than a few seconds, he might say he wants to be a copywriter because of the versatility of words. Words can be written to say a seemingly infinite number of things, and those same words can be interpreted in just as many different ways. The challenge is knowing how people talk, because it is only when we understand what people are saying that we can reply with anything meaningful.

A l e X Z A M o r A l e s

Laboratory Report: A particular shape shifting object, allegedly containing extraterrestrial life, crashed near the University of Florida in August 2011. The celestial subject found inside has been identified as Alexza Morales, sensibly given an oddly spelled first name. After extensive studies and hazardous experiments several insights have been gathered- the subject is passionate about people, team collaboration, and making ideas happen. She also loves solving problems; firmly believing strategic thought will save the world. And this Alexza really likes glitter… a lot.

A l y P e r e Z

File > Open > AlyPerez_Resume.psd > Horizontal Type Tool > select “Senior advertising student at the University of Florida.” > Delete > type “College graduate with dreams of becoming a creative director.” > Command+S

D A V I D A r G o V

In a world, strangled by disinformation. Only one man can save humanity from utter confusion. David [explosion] “The Maverick” [close-up] Argov [aerial view]. He was trained to fight, but now he’s here to make a difference. This summer, prepare yourself to witness the greatest story ever told. Passion. Innovation. Team member. Coming to a theater near you, David Argov.

r I C K y V e l A s Q u e Z

Born and raised in the county of Dade. Ricky Velasquez always tried to get paid. Entrepreneur since the young age of 13, started a cooking website using very live streams. Became a Gator in the year 2010 and now his college experience is coming to an end. So if you’re looking for development and strategy, then Ricky V is the man you want to see.

D o M I N I C K B e D A s s e

What should you have? I suggest you order the number 7. It is a medium well genius, browned, then topped with caramelized experience in visual design media. Glazed with a passion for visual communication. Added with a pinch of illustrator aspirations, then a dash of becoming an intern for the Walt Disney World Resort, sauteed in a learned sense of humility. Served with a side of pan fried humor, drizzled with a great taste in service and people-to-people relations. Finally, compliment your meal with a glass of the finest imported sense of class paralleled with an invigorating down-to-earth aroma. We don’t do much dessert, but, if you want, I’ll scoop you a bowl of ice cream. Pleasure to make your acquaintance.

MEET THE STORYTELLERS

CAMPFIRE

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We’re resourCeFulBIBLIOgRAPHY

W o r K s C I t e D

“Age.” U.S. Bureau of Labor Statistics. U.S. Bureau of Labor Statistics, n.d. Web. 05 Apr. 2013.

“Airport Passenger Statistics.” Visit Orlando Visitor Statistics. Visit Orlando, 1 Mar. 2013. Web. 05 Apr. 2013.

“Business Solutions & Software for Legal, Education and Government | LexisNexis.” Business Solutions & Software for Legal, Education and Government | LexisNexis. N.p., n.d. Web. 05 Apr. 2013.

“Domestics Leisure Visitor Profile.” Visit Orlando Visitor Statistics. Visit Orlando, 1 Jan. 2012. Web. 05 Apr. 2013.

“Hoovers | Company Information | Industry Information | Lists.” Hoovers | Company Information | Industry Informa-tion | Lists. N.p., n.d. Web. 05 Apr. 2013.

“[Infographic] Orlando Travel Statistics from Hotels.com.” RSS. N.p., n.d. Web. 05 Apr. 2013. <http://www.informantive.com/travel/infographic-orlando-travel-statistics-from-ho-tels-com/>.

“Orlando Attractions: What to Do & Places to Visit in Orlan-do.” Things to Do in Orlando: Check out 168 Orlando Attrac-tions. TripAdvisor, 5 Apr. 2013. Web. 05 Apr. 2013. <http://www.tripadvisor.com/Attractions-g34515-Activities-Orlan-do_Florida.html>.

“Orlando Visitor Statistics.” Visit. N.p., n.d. Web. 05 Apr. 2013.

“Overseas Visitor Profile.” Visit Orlando Visitor Statistics. Visit Orlando, 1 Jan. 2012. Web. 05 Apr. 2013.

“Reach 9,000,000 Tourists.” Orlando Visitor Network. Purple Media Solutions, 1 Jan. 2011. Web. 5 Apr. 2013. <http://www.pmsus.com/wp-content/uploads/2012/02/orlando-visitor-net-work.pdf>.

Report, Industry. “Tourism in the US: Market Research Re-port.” Tourism in the US Market Research. Ibis World, 1 Jan. 2013. Web. 05 Apr. 2013.

“Visitor Volumes.” Orlando Visitor Volumes. Visit Orlando, 1 Jan. 2012. Web. 05 Apr. 2013.

Zito, Matt. “The next Big Travel Technology Opportunity: A Mobile-only Booking Giant.” Tnooz. Tnooz, 6 Nov. 2012. Web. 05 Apr. 2013. <http://www.tnooz.com/2012/11/06/mobile/the-next-big-travel-technology-opportunity-a-mobile-on-ly-booking-giant-for-tours-and-activities/>.

What is your gender?• Male (1)• Female (2) What race do you identify with?• Asian/Pacific Islander (1)• White (2)• Black (3)• Native American/Eskimo (4)• Other (5) What is your relationship status?• Single (1)• In a Relationship (2)• Married (3)• Divorced (4)• Widowed (5) Do you have children?• Yes (1)• No (2)If No Is Selected, Then Skip To Are you currently employed? how many children do you have?• 1 (1)• 2 (2)• 3 or more (3) Are you currently employed?• Yes (1)• No (2) What is your average annual household income?______ In thousands (1) Where do you live?Country (1)State/Province (2)City (3) Do you own a smart phone?• Yes (1)• No (2) have you ever purchased a mobile application?• Yes (1)• No (2) What is the most you have/would spend on a mobile applica-tion?• I would not spend money on an app (1)• 0-99 cents (2)• 1 dollar - 1.99 (3)• 2 dollars - 2.99 (4)• 3 dollars - 3.99 (5)• 4 dollars or more (6) have you ever downloaded a mobile application to help plan any of your travel experiences?• Yes (1)• No (2)

It’s All IN the DetAIlsAPPENDIX APPENDIX A

s u r V e y

Informed Consent FormIntroductionthis study attempts to collect information about decision making involved with trav-el planning and customer serviceProceduresYou will answer a variety of questions on this topic and the survey will take approximately 10 minutes or less. The questions are de-signed to determine how the tourist decision making process works. this questionnaire will be conducted with an online Qualtrics-created survey. Risks/DiscomfortsRisks are minimal for involvement in this study. Although we do not expect any harm to come upon any participants due to electronic malfunction of the computer, it is possible though extremely rare and uncommon. BenefitsThere are no direct benefits for participants. However, it is hoped that through your partic-ipation, researchers will learn more about which qualities draw tourists to one location over another. ConfidentialityAll data obtained from participants will be kept confidential and will only be reported in an aggregate format (by reporting only combined results and never reporting individual ones). All questionnaires will be concealed, and no one other than then primary investigator and assistant researches listed be-low will have access to them. ParticipationParticipation in this research study is completely voluntary. You have the right to withdraw at anytime or refuse to participate entirely with-out jeopardy to your academic status, GPA or standing with the university. If you desire to withdraw, please close your Internet browser and notify the principal investigator at this email: Campfireadvertising@gmail.com. Questions about the ResearchIf you have questions regarding this study, you may contact David Argov, at Campfireadvertising@gmail.com. Questions about your Rights as Research ParticipantsIf you have questions you do not feel comfortable asking the researcher, you may contact Phil Schwartz, (352) 318-0301, Weimar Hall, phil@schwartzcom.com.

• I agree (1)• I do not agree (2)If I do not agree Is Selected, Then Skip To End of Survey

What is your age?• 18 & under (1)• 19-25 (2)• 26-30 (3)• 31-35 (4)• 36-40 (5)• 41-45 (6)• 46-50 (7)• 51-55 (8)• 56-60 (9)• 61+ (10)

54 55

how often do you travel leisurely per year?• Never (1)• At least once per year (2)• 2-3 times per year (3)• 4 or more times per year (4) how far in advance do you choose your vacation dates?• 1 year or more (1)• 6-11 months (2)• 1-5 months (3)• 1-3 weeks (4)• Days (5) how far in advance do you start planning the itinerary for your vacation?• More than 6 months (1)• 1-5 months (2)• 1-3 weeks (3)• 3-6 days (4)• 1-2 days (5)• Less than 24 hours (6) What resources do you use to plan your travel arrangements? Choose all that apply.• Travel Book Guide (1)• Travel Magazine (2)• Online Travel Guide (3)• Travel Review Site (Trip Advisor) (4)• Friends and /or Family (5)• Mobile Application (6)• Advertisements (7)• Other (8) ____________________ How much of your typical vacation is planned (attractions, meals, events, shopping)?• Mostly Unplanned (1)• Somewhat Unplanned (2)• Somewhat Planned (3)• Mostly Planned (4) What method do you use to book your stay? Choose all that apply.• Hotel Website (1)• Hotel Aggregator (Expedia, Travelocity, etc) (2)• Travel Agent (3)• Over the phone (4)• Mobile App (5)• At Hotel (6)• Not Applicable (7) When choosing attractions to attend, please rank which as-pects are most important. Drag in order with the top selec-tion being most important.______ Price (1)______ User Ratings (2)______ Proximity (3)______ Friends and/or Family Recommendations (4)______ Travel Critic Ratings (5)______ User Comments (6)

how involved are your children in the selection of activities while on vacation (If you do not have children please select “I do not have children”)• Extremely Uninvolved (1)• Mostly Uninvolved (2)• Mostly Involved (3)• Extremely Involved (4)• I do not have children. (5) Which of the following do you plan before destination arrival? Choose all that apply.• Place to stay (1)• Meals (2)• Shows/Performances (3)• Car rental/City transportation (4)• Attractions (Museums, Amusements Parks, Landmarks,

Other) (5) have you ever utilized concierge services?• Yes (1)• No (2)If No Is Selected, Then Skip To Have you visited Orlando in the past ... Please rate your experience.______ Friendliness (1)______ Convenience (2)______ Helpfulness (3) have you visited Orlando in the past year?• Yes (1)• No (2)If No Is Selected, Then Skip To How likely are you to use a mobile app. How long (number of days) was your most recent stay in Orlando? how many people did you travel with during your most recent stay? how likely are you to use a mobile application that (based on your preferences) seamlessly:- Schedules your itinerary- Books activities- Provides discounts- Recommends attractions• Extremely Unlikely (1)• Somewhat Unlikely (2)• Neutral (3)• Somewhat Likely (4)• Extremely Likely (5) Would you spend money to purchase this application, and if so how much would you be willing to pay?• I would not spend money on this application (1)• 0-99 cents (2)• $1 - $1.99 (3)• $2 - $2.99 (4)• $3 - $3.99 (5)• $4 or more (6)

APPENDIX B

r o I C h A r t

Cost Users Unit Cost Reach Conversion Revenue ROI

Print $ 0 96,520 $ 0 4,826,000 2% $ 288,595

Digital $ 170,000 37,778 $ 0.90 CPC 188,889 20% $ 112,956 -33.56%

Out-of-home $ 146,000 75,258 $ 3.88 CPM 37,628,865 0.20% $ 225,021 54.12%

Billboards $ 55,000 28,351 42,643,754 $ 209,556

Rest Stop $ 40,000 14,337

Airport $ 51,000 18,280

Social/Guerilla $ 27,000 9,677

SEO $ 32,000 11,470

Social Media Man. $ 25,000 8,961

Word of Mouth $ 0 30,377

Total Budget $400,000

Total Users 270,000

Estimated User aquisition cost $2.79

Remaining money from less trackable media $175,000

Estimated users from lesstrackable media 62,724