Tactic: program. This would work similar to the program. People would get benefits/prizes for bringing a friend along to their visit to Door County. Strategy 2: Leverage earned to increase coverage of Door County. Having Door County events seen on covered on news outlets will help increase the coverage of Door County. Seeing events being covered may inform our audiences of events they may not of known about, which will then increase our visitation. Tactic: Sending releases to news outlets. Well-done news releases that are created and sent out to the news outlets will inform them of what Door County has going on, and then they will cover what they deem newsworthy. Strategy 3: Reprogram Door County’s image in key demographics. During our research we found that Door County has an image problem. People see Door County as a place that is family oriented, a place only for old and rich people, or a place that has nothing for them to do. Changing that image/perception is key to attracting more Millennial and Gen X visitors. Tactic: Updated/refreshed advertisements. looking at their own advertisements, the advertisements did nothing to help change those misconceptions. We created two advertisements that they could use as templates/examples for a better idea of what to have in an advertisement. Objective 2: 12,500 users on the DoCo app
No more than a day Other: ______________ What stops you from going on vacation? Rank the following. of travel 2Work availability 3Distance from home 4Fear of safety 5No interest in traveling 6Other: ______________ What's your ideal season to travel? Spring Summer Fall Winter Appendix D Appendix E K I S S 18-20 Minimal disposable income Very active on social Supported by family since fresh out of HS Time skills aren’t strong Free and affordable activities Hear about events through (weekends) time sensitive to school hours (weekdays) assistance Create events Provide from certain locations (gas station, local park) Advertise all events Only provide expensive, inefficient travel times/days Events surrounded by
Living on own for first time Not of age (21) Events for underagers on social media platforms (Snapchat, Twitter, 21-26 Minimal disposable income Short attention span More priorities driven Visual learners Need “bang for your buck” Like free and fun activities What’s in it for them Want results fast Hear about events through social media Need on experiences Want unique experiences Don’t want to take off of Create events that are Advertise events on social media platforms Identify of DoCo. Promote weekend long stays. Display benefits of visiting DoCo. Create 21+ events. Only family events. Create expensive events. 27-34 Active on social media. Main platform is Facebook. Paying loans off. In the market for a family. Buying first home. Busy. Things to do that are close to home are easier. Don’t have time to plan a vacation. Create events that are family friendly. Advertise that traveling is a stress relief. Promote why kids should see DoCo. Waste their time.
35-50 Active on social media Working Going to do their research before making decisions Financial decisions Care their peers say Work around their work Easy access to reason to make the decision Use bad mediums for advertising (radio, newspapers, etc.) 50 + More free time More of a disposable income Less technically driven Interested in more than just “night life” Events and activities don't have to be as time sensitive Don’t mind paying for events Enjoy sightseeing, museums, and scenery Create events that can cater to families Advertise museums, sights, and camps Make events more night life focused Make events technology focused Appendix F (groups) How will the group be Who are the “lions” in the group? What are the channel preferences of the group? What do group members know or think they know? What will be the group’s likely concerns or resistance points? objectives for the group Gen X New place to visit and do Online Social Media Whatever their friends, family, or what they read from review websites say. Bad reviews (or no reviews), cost, & time
Traditional Media Potential Business Partners More visitors to Door County would result in revenue. The within the Face-to-face , social and traditional media They they know that they are already doing their job correctly due to the amount of visitors/money (use the door county revenue facts that we found… the 3 billion dollar revenue or whatever it was that was made last year) (Money/Cost is going to be what they are concerned about the most) People who know about DoCo & love it More flow of visitors to or areas they like to go. New to visit (i.e. new events, More in their home in DoCo. to Business owners. People who live in DoCo. People who work for DoCo Bloggers Business leaders (i.e. those who provide constant reviews) Millennials: Social media (FB & Instagram). Gen X: Traditional media (news, newspaper, posters, email) Social media (FB). Word of mouth. Know the good/bad about DoCo. Know what places are busy and when. Know where to go to get your money worth. Know where to go for certain interests (i.e. DoCo Coffee & Tea for good coffee). What places are more Unique places in the area. Expenses. What’s in it for me? Why should I go to DoCo more than once? Where is my money going?
talk about their in DoCo. People who do not know Will be made of that they had no previous on. who do know about Door County Millennials: Social media (FB & Instagram). Blogs Gen X: Traditional (news, newspaper, posters, email) Social media (FB). Word of mouth. (Hard to be unaware of Door County and have access to channels!) They do not know anything Door County. Not a bad thing since they are a ‘clean slate’ and don’t have any opinions. Hard to convince someone to do something they have no experience on. People fear what they do not know. People who know but have by Are already aware of DoCo to change by showing different DoCo Previous tourists excited about the county Residents who love their home Seasonal families of the county media activists Millennials: Social media (FB & Instagram). Blogs Gen X: Traditional media (news, newspaper, posters, email) Social media (FB). Word of mouth. Door county is expensive Door county is for families vacations It is extremely busy and touristy Essentially the same as what they know already... Inform on cheap DoCo activities Inform on non-family activities