Strategic Communications Planfor Woodinville Wine Country

Prepared by: Melissa Yapp

December 12, 2013

Plan outline 1. Problem statement2. Vision & mission statements3. Research, situation analysis & SWOT 4. Goal & SMART Objective 5. Target market & niche segments6. Strategies & tactics7. Action plan, calendar & budget8. Evaluation & measurement9. References & resources10. For more information

1. Problem

Woodinville Wine Country is not reaching consumers • Inconsistency across media, social media and messaging to the

public• Touching the consumer and media with the ability to stay top of

mind

2.Vision & mission

Pre-existing Vision Statement:•Establish Woodinville as a world class wine tourism destination.

Pre-existing Mission Statement:•Woodinville Wine Country is a community of Washington Wineries that exists to promote the greater Woodinville area as a world class wine tourism destination.

•The pre-existing vision and mission statements are effective in their intent. The vision is lofty and far reaching This is aspirational and can not be met in the near future. The mission statement is one that brings the idea to the present.

3-1. SWOTWoodinville Wine Country needs to spread awareness for Woodinville as a wine destination- through partnerships, creating cohesive messaging and signage that will reach target and niche groups.

Strengths: Weaknesses:

Proximity to a large urban customer base City lacks tourism vision

Year round wine tourism opportunities for locals and visitors

Sometimes not “perceived as wine country”

Winemakers from France, Germany, Australia, Italy and California

Awareness is low beyond two events and CSM concerts

Opportunities: Threats:

Work more closely with the city, chamber and all affiliated groups

Lack of cohesive message and strategic plan for WWC

Promote wine tourism to Woodinville on year round basis Competition between various wine groups in Woodinville

Implement a comprehensive way finder and gateway signage program

Limited promotional funding in comparison to competitors outside Woodinville

3-2. Situation Analysis

Situation •Woodinville Wine Country needs to reach consumers.

Problem/Impact•Inability to reach target and niche consumer’s community to spread awareness results in repeat consumers but no growth in new consumers to the WWC wineries and knowledge of brand.

Solution•To determine how to reach target/niche consumers primary research should be done to survey current consumers with quantitative and qualitative questions, age, gender, number of children, what publications they read, events they are interested in attending, where they live. This survey could be sent through email database of current consumers who receive the monthly Woodinville Wine Country News email update. I would recommend secondary research to determine current winery events trends and outreach to consumers.

3-3. ResearchWhat is Woodinville Wine Country already doing? Using events to spread awareness.

• Columbia Winery Charity Run: how can we get more involved and reach a broader audience http://www.auctionofwashingtonwines.org/events/columbia-winery-run/

• St. Nicks http://woodinvillewinecountry.com/st-nicks/Outreach to media & consumers.

• Chateau St. Michelle” http://www.seattlemet.com/bars-and-nightlife/wine/articles/best-winery-destinations-0910

• Website: “Go taste now” http://www.gotastewine.com/woodinville-wineries.php

What are other wineries doing?Both Chelan and Napa have created a destination through events that draw people to the area.Chelan •http://www.lakechelanwinevalley.com/•http://www.lakechelan.com/family-fun/wine-tasting/Napa • http://www.google.com/url?sa=t&rct=j&q=wineries%20in%20napa%20valley&source=web&cd=1&ved=0CGUQFjAA&url=http%3A%2F%2Fnapavalley.com%2Fwineries%2F&ei=48moUp6mKov5oAS1_4H4CA&usg=AFQjCNEHWYnwIq3OzPSG4Nh3JujVazdtPg&bvm=bv.57799294,d.cGU•http://www.visitnapavalley.com/napa_valley_wineries.htm

3-4. Research Cont. Primary research done has included evaluating plan from Woodinville Wine Country

• Past research they have completed to draw upon

Secondary research was external sources: traditional media and social media

• Reviewing various articles online about wineries • Using external sources of information

In the situation analysis the recommendation is to conduct a survey for current consumers.

4. Goal & SMART objectivesGoals• Increase awareness for Woodinville Wine Country as

destination for Washington wines• Enhance Woodinville Wine Country brand • Position Woodinville as destination

SMART Objectives•Create 1-2 page informational messaging about WWC by June 10th 2014 to submit to 5 total lifestyle, food and wine traditional media for the harvest season SEPT/OCT that target audience reads•Organize 3 events by July 10th, 2014 to use for the 2014-2015 year to get a 20% increase in community participation

5. Target market & niche segmentsTarget Audience• Consumer- core and millennial consumers who reside on the Eastside of King

Country. In Seattle and around the greater Puget Sound Area• Media- Lifestyle, Travel and Winter writers and outlets who provide information

local, in state and regional consumers- Trade Restaurateurs and retailers on the Eastside of King County, in Seattle and around Puget Sound

• Governmental and Business Entities- Washington State Wine Commission, Woodinville City and Chamber, Bellevue and Seattle tourism groups

Niche Audience• Consumer- Female between the ages of 21-65, finished college education,

disposable income, enjoy the finer things in life, attend many social events and have a substantial impact on influencing others, have Facebook, Instagram, 0-2 children, “work hard, play harder mentality.”

• Media- Seattle Met Magazine Readers- attends important greater Seattle events, social calendar, trendsetter, primarily female audience

6. Strategies & tactics

Strategies•Create Bi-monthly themes•Create events that raise awareness of Woodinville Wine Country •Utilize social media to promote events and happenings

Tactics & tools•Sponsor another 5k or 10k run •Sip & dip event Jan 1st 2015•Woodinville Wine Week •Facebook with information/photos of event • Instagram with photos of event, important happenings at wineries• Pinterest boards that are wine related craft projects, wine destinations, winery wedding board inspirations• http://www.pinterest.com/livingreat/woodinville-wine-country/

6-1. January/February Wine Not? • Plays to the humor of the WWC brand • The beginning of the year is a time in which people

become inspired with new possibilities• Sip & dip (a sophisticated Polar Bear Plunge) would be an

event that could emphasize the New Year spirit!

• Social media could be incorporated• Pinterest• craft projects, winery wedding ideas, wine destinations,

Woodinville winery images

7. Action plan, calendar & budget

Please see attached document.

8. Evaluation & measurement

Results can be measured in at least 3 ways• Return to goals and smart objectives- were these

items achieved?• When tickets are sold have the person fill out their

personal information, including email, have them complete a post-event survey

• Ticket sales can used to measure ROI, if you can track and determine that the event reached people who have not experienced the WWC brand previously then you would be spreading awareness.

9. References & resources• http://seattletimes.com/html/pacificnw/2022094519_1103wineissue1xml.html• http://woodinvillewinecountry.com/• http://www.gotastewine.com/woodinville-wineries.php• http://www.auctionofwashingtonwines.org/events/columbia-winery-run/• http://www.seattlemet.com/bars-and-nightlife/wine/articles/best-winery-

destinations-0910• http://www.kingcounty.gov/recreation/parks/inventory/cottagelake.aspx• http://www.kingcounty.gov/recreation/parks/rentals/fees.aspx• http://www.abcrentals.com/order.php?crn=190&rn=534&action=show_detail• http://twelvebasketscatering.com/• http://www.visitnapavalley.com/napa_valley_wineries.htm• http://www.mineeds.com/Ask-The-Experts/Answers/What-do-you-charge-per-

hour-for-gra/• http://www.liq.wa.gov/licensing/applicant-faqs

10. For more information

Please feel free to reach out if you have any questions! •Melissa Yapp• Cell (206)306-5135 • Email melissa.yapp@live.com

Cheers!