2 || Mozingo Lake Rebranding Concepts
This report summarizes the materialsproposed for the rebranding of Mozingo Lakeand Mozingo Golf Course into one entity,Mozingo Lake Recreation Area. This bookincludes summary results of target audience,competitive and industry analysis, primaryresearch conducted, strengths, weaknesses,opportunities and threats for Mozingo LakeRecreation Area, two logos and creativestrategies with different messages, a budgetbreakdown for social media, as well as plan for a
new unied web site.
Mozingo is a recreation area that offers alarge array of services, including a 1000 acrelake for boating and water sports, a highly ratedgolf course with a pro shop, RV and primitivecampgrounds, cabins and shelters availablefor rental, a youth camp with multi-purposebuilding, trails for hiking, walking, biking, andequestrian riding, and hunting areas. Mozingois also the water source for the city of Maryvilleand the surrounding area.
Mozingo Lake and Golf Course Summary
• Mozingo Golf Course hosts 50 to 60 corporate
outings a year,
• Mozingo’s golf course generates $150,000 to$180,000 a year.• Mozingo Lake hosts 50 shing tournaments
during the summer.
•The Pro Shop at the golf course generates$65,000 a year, while the snack bar generates$90,000.• Mozingo is family oriented; The recreation area
offers something for every age.
• Cabins are popular April through August.
The Fall 2012 class of Advanced Advertising spent fourmonths working on rebranding Mozingo Lake and
Mozingo Golf Course into one unied entity.