marshfield cvb campaign book

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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Research

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Marketing

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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.

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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

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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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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

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Festival Giveaways, and Marsh Field Day.

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social media campaign, creates an online community where visitors

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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

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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.

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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

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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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expenditures, most of which occurred between June and August.

This was a 7.8% decrease from the previous year, with expenditures

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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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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

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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

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1414

Company

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Location

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Wisconsin, hence its nickname, the Hub City. Its boundaries fall

within two different counties, Wood County and Marathon County

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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

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An issue that is likely contributing to the slow tourism business is

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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

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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,

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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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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%.

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1616

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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,

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Park is open most of the spring, summer and fall until 4:30 p.m. and

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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

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Festivals/Events

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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

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bands, a Beatles Tribute band and an Elvis impersonator. This event

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consistent outcome each year to barely break even.

A popular event in September is the Maple Fall Fest. Here, visitors

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seminars, Amish specialties, a farmers market and a childrens

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the harvest season, and it brings in about 22,000 attendees.

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and Dairy Tour. For 48 years there has been a Mothers Day art fair,

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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

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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

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open June through September, and guided group tours are available

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West Fifth/Sixth Street, and West Park Street.

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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


18/111

1818

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.


19/111

19

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


20/111

2020

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


21/111

21

FDOPLQJVFHQHRIGXFNVDQGWKHWDJOLQH


22/111

2222

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


23/111

23

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.

Facebook

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


24/111

2424

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


25/111

25

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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2626

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


27/111

27

% 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

Facebook

0RUHWKDQOLNHV'ULYHVIDQVWRWKHLUWKHRIILFLDOZHEVLWH6WDWXVXSGDWHVRQFHRUWZLFHSHUZHHNDOORZLQJIDQVWR

GLVFXVVWRSLFVOLNHWKHLUZHHNHQGSODQV7DEVIRUSLFWXUHVHYHQWVDQGWZLWWHUXSGDWHV

Flickr

1LQHWHHQVHWVWKDWKLJKOLJKWRXWGRRUDFWLYLWLHVSDUNVHYHQWVVKRSSLQJDQGPRUH

)RUW\VHYHQPHPEHUVDVSDUWRIWKHLU/LQNHG,QJURXS9LVLW(DX&ODLUH

LinkedIn

&RQWHQWDQGIDQEDVHLVQRWDVVLJQLILFDQWDVWKHLURWKHUVRFLDOPHGLDDFFRXQWV

Myspace


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2828

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

7JTJUPST(VJEF


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29

Stevens Point


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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3030

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


Facebook

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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

32


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3232

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


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


Facebook

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

Twitter


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34


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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


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


Facebook

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7REHRUQRWWREHWKDWLVWKHFUDQEHUU\6KDNHVSHDUH&UDQEHUU\*X\LVWKH6SRNHVEHUU\RIWKH&9%

IROORZHUV:KHQ:LVFRQVLQ5DSLGVWZHHWVQRWGDLO\PRUHWKDQRQHWZHHWLVVKDUHG&UDQEHUU\*X\LVDOVRXWLOL]HG

WKURXJKWKHLU7ZLWWHUDFFRXQW

Twitter

35


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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

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

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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

37


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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\


38/111

38 RESEARCH


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39

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

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

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IHVWLYDOFRQYHQWLRQVHWF

68 79

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'JHVSF(SBQI*MMVTUSBUJOH)PX'BS0VU5SJQTBSF1MBOOFE

41


41/111

trips over the telephone into the campaign.

Seventy-three percent of respondents prefer to book their own

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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

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only when planning a big occasion. Forty percent said they prefer

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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.

%DE\%RRPHUVPRUHVWURQJO\SUHIHUUHGQGLQJLQIRUPDWLRQRQWUDYHO

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

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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.

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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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46

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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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48 MARKETING


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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

DGYHUWLVLQJDQGSURPRWLRQV,QDGGLWLRQWKH0DUVKHOG&9%

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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52 ADVERTISING


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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

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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DQGIHVWLYDOVZLWK0DUVKHOGVQHZSRVLWLRQLQJDVDSODFHWR

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

marshfield cvb campaign book

Documents