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Mozingo Plans Book: Fall 2012

Mozingo Plans Book: Fall 2012

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Published by Jacquie Lamer
Prepared by NWMSU's Advanced Advertising Strategies course: AdvAdv.blogspot.com.
Prepared by NWMSU's Advanced Advertising Strategies course: AdvAdv.blogspot.com.

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Published by: Jacquie Lamer on Dec 09, 2012
Copyright:Attribution Non-commercial

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12/09/2012

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This report was prepared by Northwest Missouri State University’s Advanced Advertising class in the Fall term of 2012
Mozingo LakeRecreation Area
 
This report was prepared by Northwest Missouri State University’sAdvanced Advertising class in the Fall term of 2012.It is one in a series of three reports created for the rebranding project.
 R es ide n t S u r ve y  R es u l ts P la ns Boo k  De ta i led R esea rc h
Mozingo LakeRebranding Concepts
Plans Book
 
Mozingo Lake Rebranding Concepts || 1
Introduction.............................................................Situational Analysis.................................................Primary Research.....................................................Competetive Analysis...............................................Target Market Analysis............................................SWOT Analysis.........................................................Campaign Strategy
Change Your...”..........
..................................Campaign Strategy
Share Your Mozingo Moment
”.....................Media Strategy........................................................Social Media...........................................................Publicity.................................................................Zazzle.......................................................................Web.........................................................................Acknowledgements.................................................
2346781016222426272830
Table of Contents
 
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 unied 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.
Introduction
The Fall 2012 class of Advanced Advertising spent fourmonths working on rebranding Mozingo Lake and
Mozingo Golf Course into one unied entity.

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