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Embrace Macedonia

Jul 24, 2016

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  • EMBRACE THE UNKNOWN

    A N I M C P L A N F O R I N C R E A S I N G TOURISM TO THE L AKE OHR ID REG ION

    :THANK YOUTHANK YOU

    The Pioneer 6 would like to thank everyone who has helped us throughout this entire experience. During our two-month stay in Ohrid, Macedonia, we have had the pleasure of meeting truly

    amazing people with so much hospitality and kindness, and have experienced so much of what this country has to offer. We deeply

    love Macedonia and its people and culture.

    THE TEAMTHE TEAM

    Robert Wilhoit Jordan Williams Zo Sadler Managing Director Designer Creative Director

    Jamie Russell Jamie Borzik Keri Rouse Photographer PR Specialist Videographer

  • Concept

    Target Market

    Print

    Television

    Radio

    Website

    Sales Promotion

    Direct Marketing

    Billboards

    Social Media

    Public Relations

    Budget

    Logistics

    The Last Word

    Partners

    IT ALL STARTS WITH THE UNKNOWN

    22

    2

    3

    5

    10

    20

    11

    13

    14

    17

    18

    19

    9

    15

    PARTNERSPARTNERSFOUNDATION OPEN SOCIETY MACEDONIA

    22

    21

  • 21

    CONCEPTCONCEPT

    2

    Considering many Americans do not know where Macedonia, let alone Ohrid is, the concept is to play off of the Unknown

    in a positive light. One may wonder how this could be positive, but with the right attitude it becomes exciting. It may

    be Unknown before visiting, but after visiting it becomes Unforgettable. This concept transforms a negative word, Unknown, (which can be scary), into an Unforgettable

    experience which is remembered forever by our target audience. The logo we created below expresses the concept

    in a mysterious, but wanting to know more way.

    LAST WORD

    12

    LAST WORD

    6 MONTHS

    The online presence and database can be evaluated by looking at social media, website

    traffic, and the email count. M

    ON

    THS

    The online progress should be monitored on a regular basis.

    Tracking the web traffic and social media allows one to effectively adjust the information released and judge the

    placement of ads.

    To track the effectiveness of the campaign there are several methods and time frames to consider:

    UNKNOWNUNFORGETTABLE

    fromthe

    tothe

  • 3TARGET MARKETTARGET MARKET

    Our target market is the Baby Boomers. 74 million Americans (1946-1964) who are retiring at a rate of 10,000 per day. The Boomers can be divided into: The Young Ones (1955-1964) and the Seniors (1946-1954).

    50% of vacation money spent in the USA comes

    from Baby Boomers.

    30% travel internationally and 30% of those trips

    are to Europe.

    20

    LOGISTICSLOGISTICSJust how do we reach the Boomers? There is one thing to be understood: it is very expensive to advertise in

    America, so the plan is to start in Pennsylvania and then roll the campaign out into the neighboring states of Ohio

    and Maryland.

    Pennsylvania

    MarylandOhio

  • Rese

    arch

    ing

    Prod

    ucts

    Buyi

    ng G

    oods

    Trav

    el R

    eser

    vatio

    ns

    Onl

    ine

    Bank

    ing

    Shar

    ing

    Vid

    eo

    Soci

    al M

    edia

    69% of Boomers use the Internet daily and they use it for:

    MEDIA HABITSMEDIA HABITS

    Primetime Television, News & Information,

    and Sports.

    TELEVISION

    RADIO

    Select formats such as News/Talk, Sports, Oldies, and Classic Rock.

    RADIO

    RADIO

    Newspapers and Magazines

    (specifically AARP Magazine.)

    PRINT

    19

    81%

    70%68%

    55%43%

    39%

    4

    BUDGETBUDGETMe

    dia Sc

    hedu

    leJa

    n.14

    Jan.1

    4Fe

    b.14

    Mar.1

    4Ap

    r.14

    May.1

    4Ju

    n.14

    Jul.1

    4Au

    g.14

    Sep.1

    4Oc

    t.14

    Nov.1

    4De

    c.14

    Total

    Billbo

    ard$4

    5,000

    .00

    Telev

    ision

    $36,0

    00.00

    Radio

    $36,0

    00.00

    Onlin

    e/ D

    igital

    $12,0

    50.00

    PR Cont

    est

    $5,00

    0.00

    DVD

    $4,00

    0.00

    TOTA

    L COS

    T US M

    ARKE

    T$1

    38,05

    0.00

    Print

    (EUR

    OPEA

    N MA

    RKET

    )$2

    4,000

    .00TO

    TAL C

    OST

    $162

    ,050.0

    0

  • PRINTPRINT People

    5 18

    HEADLINE (Lake Ohrid Region) + SUBHEADLINE (from the unknown to the

    unforgettable)=

    RADIO

    Lake/Scenery Cuisine Architecture/HistoryPeople

    PUBLIC RELATIONSPUBLIC RELATIONSThe introduction of the Embrace the Unknown campaign will be announced through distributing press releases to the media. The campaign will break in the state of Pennsylvania

    and then rolled out to neighboring states, Ohio and Maryland. By introducing in one state and rolling out to

    others is an innovative way of stretching limited advertising dollars, in other words getting more buck for ones money.

    the backbone of the campaign and will be the first thing the reader sees. Add to this the complementing and

    striking visuals and the reader has no option but to read the heartwarming copy resulting in any marketers dream:

    EFFECTIVE PROMOTIONS!

  • SOCIAL MEDIASOCIAL MEDIA

    Lake and Scenery

    Social Media (such as Facebook) is used for the Boomers to find information, promotions, and ask about traveling to Macedonia.

    On these sites, the Baby Boomers can like or follow the page created for the Embrace the Unknown campaign. These

    social media pages also display the website address of the campaign, and allows for viewers to click on the address to

    be directed straight to the website. Thus, even if viewers do not know about the website, they can find out about the campaign on a social media site. The social media websites will also be used for advertising. To do this, one pays a certain amount of money to have the campaigns social media page displayed to

    those with similar interests.

    17 6

  • Arc

    hite

    ctur

    e an

    d H

    istor

    y

    7 16

    PRINTPRINT

    LAKE O

    HRID

    REGIO

    NM

    ACEDO

    NIA

    UN

    KNO

    WN

    UN

    FORG

    ETTABLE

    FROM

    THE

    TO TH

    E

    WW

    W.U

    NFO

    RGETTBA

    LEMA

    CED

    ON

    IA.C

    OM

  • BILLBOARDSBILLBOARDS

    LAKE

    OH

    RID

    REG

    ION

    MAC

    EDO

    NIA

    UN

    KNO

    WN

    UN

    FORG

    ETTA

    BLE

    FRO

    M T

    HE

    TO T

    HE

    WW

    W.U

    NFO

    RGET

    TBA

    LEM

    AC

    EDO

    NIA

    .CO

    M

    Cuisine

    15 8

    Aga

    in

    From

    the

    unkn

    own

    to th

    e un

    forg

    etta

    ble

    is p

    rom

    inen

    tly d

    ispla

    yed

    over

    an

    atte

    ntio

    n-gr

    abbi

    ng v

    isual

    .

  • DIRECTMARKETINGDIRECT MARKETING

    We have produced a 5-minute DVD. Set to Macedonian music, and following our four categories (People, Cuisine, Architecture/History, Lake/Scenery) it shows off the beautiful Lake Ohrid Region area. The

    DVD will be mailed to those whose addresses were obtained when they entered the contest.

    9 14

    TELEVISIONTELEVISIONFour 15-minute TV spots, representing our four-category concept, will be

    aired during the first few months of the 2014 campaign. Each spot reflects a category (People, Cuisine, Lake/Scenery and Architecture/History) and

    incorporates footage shot around the Lake Ohrid Region.

    the people are as warm as the sun

    every meal tastes home-cooked

    she fans the shore; making for a pleasant

    surrounding, day and night

    the architecture whispers of a rich

    history

    Unknown to many but loved by all who have traveled here best describes the Lake Ohrid Region

    where

    It opens with a title:

    Each spot ends with a freeze frame with logo, slogan and website details, such as:

    Lake Ohrid Region (logo), From the Unknown to the Unforgettable (slogan), and www.unforgettablemacedonia.com (website).

    CuisinePeople

    Architecture/History

    Lake/Scenery

  • WEBSITEWEBSITE

    11 12

    Rotating background

    photos to show the user different views of the Lake

    Ohrid Region.

    A hover-over feature to offer

    the user a preview of the pages content.

    Drop-down menus to

    show the user different options available on the

    website.

    Language options to

    suit the users preferences.

    Call-to-Action links to

    increase traffic to our social

    media outlets.

  • SALES PROMOTIONSALESPROMOTION

    To get the Boomers more excited about discovering the Lake Ohrid Region, we will be running a contest offering a 2-week all expenses paid trip to Macedonia, as the prize, allows for more exposure and the

    collection of email and home addresses. This will be the start of building a database that

    allows for constant and immediate contact to those we want to attract to Macedonia.

    Above, and to the right, are example ads that users will see while searching the

    Internet for places to vacation.

    RADIORADIO

    MVO: Unknown to many but loved by all who have traveled here best describes the Lake Ohrid

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