Marshfield CVB Campaign Book

M ARSH F I E LD
CVB
CA M PA I G N
BOO K
N uVox
Ag ency
Ca m pa i g n
Boo k
Michael Cheng - Sterling Crain - Jamie Daigle - Danny Dapuzzo Becky Lazarus - Lauren Maki - Doug Nelson - Corry Salm
04
TA B LE O F C O N TE N T S
Our Team Executive Summary Situtation Analysis Research SWOT Marketing Advertising Creative Print Collateral Digital TV Sales Promotion/PR Media Plan Budget Additional Recommendations Bibliography Appendix
6 8 12 38 46 48 52 56 56 64 68 76 80 88 98 102 108 DVD
05
NuVox (pronounced new-vox) uses the Latin translation for voice to sum up our core philosophy.
We believe the best solutions dont imitate whats been done before, but instead provide our clients with fresh and innovative ideas that improve their business. We look forward to working
new voice.
06
TE A M M E M B E R S
07
08
EXE CU TIV E S U M M A RY
Research
09
10 10
Advertising
Marketing
11
PR/Sales Promotion
To increase awareness and word-of-mouth amongst both target markets, NuVox Agency provides a set of public relations and sales promotion activities to implement over the course of one year. These Festival Giveaways, and Marsh Field Day.
target audiences when they are seeking travel information. NuVox also selected three print magazines that have large distribution throughout Wisconsin and contain content relevant to Wisconsin vacations. Magazines have a long shelf life, high pass-along rate and superior print quality.
commercial because success was achieved in the past through this however, we determined that producing and placing commercials will be effective only with a larger budget. At the end of this book, we have placed two separate media plans and budgets for the
social media campaign, creates an online community where visitors word-of-mouth buzz, which will entice potential visitors to learn more. provide the CVB with a list of e-mail addresses, which they can use to contact potential visitors in the future. Lastly, to capitalize on the an event called Marsh Field Day, which aims to bring clinic visitors out of the facility and into the city. The event has an emphasis on childrens health education through games, activities, information booths for parents and children, as well as the Doc Marsh character. This event provides the potential to capture free media impressions by publicizing the event though a press release.
greater breadth and depth of placements. Using the spreadsheet able to customize a media plan and budget that is appropriate and ideal for their goals.
Conclusion
festivals, but NuVox believes there is potential to grow the city into a popular vacation destination among Wisconsin residents between with family and rediscover the important things in life, Midwestern Baby Boomers and young families will see the value in planning a
Media/Budget
of the media plan has been placed on digital advertising, with the inclusion of select traditional magazines. Since both target markets seek travel information online, NuVox decided to place online banner ads on local travel websites and online newspapers. These media vehicles are effective because our target markets are visitors who
Its In Our Nature campaign will reverberate among Midwesterners vacation destination.
sources as reference guides, not national or large-scale publications. Lastly, local digital vehicles are very cost-effective, and reach both
12
SITUATIO N A N A LY S I S
I n dus t r y
The travel industry is broad and centered around several major tourist attractions. With places like Disney and Las Vegas, trends in travel a competing destination when compared with such large theme-park and casino attractions. For this reason, NuVox has decided to narrow down the travel industry and take a regional approach. There are, however, a few noteworthy considerations about the travel industry on a national level to mention before continuing on to the regional focus. 9% decrease from 2008. Spending is expected to increase by 6% in 2010, but this would only be enough of an increase to bring the sales
expenditures, most of which occurred between June and August. This was a 7.8% decrease from the previous year, with expenditures economy, the low number of full-time jobs, declining resident income, and shrinking government revenue has resulted in the decrease of travel expenditures. Between 2008 and 2009 the largest change occurred from March to May with a 9.2% decrease in expenditures. As shown in the Figure 1, travel expenditures in 2009 were broken
Looking ahead in the travel industry, it is predicted that consumers will be willing to spend more money on their travels. This is suggested by their willingness take overnight trips. It is also predicted that 55% of US adults intend to travel leisurely between November 2010 and April 2011. The travel industry as a whole is shifting to a new norm in travel with consumers staying closer to home and taking shorter trips. They are spending less money and booking their vacations closer to
were staying in Wisconsin hotels overnight as opposed to campsites or with family and friends. Management of the Wisconsin hotels have conducted some research and discovered that guests are more likely average party size in a Wisconsin hotel room is 2.1 people, and they stay for an average length of 1.96 days. Forty-six percent of guests are staying for pleasure, 36% for business, and 19% for meetings or
13
14 14
C ompany
Location
Wisconsin, hence its nickname, the Hub City. Its boundaries fall within two different counties, Wood County and Marathon County about 77,000 residents, is famous for its local cranberry growers who are among the nations largest cranberry producers. Marathon Tourism is one of the major industries in Wisconsin, along with agriculture and manufacturing. The travel industry provides most of the jobs in Wisconsin, which in turn compliments the manufacturing and agriculture industries. The Wisconsin Department of Tourism, as a travel destination. On an even more regional level Marathon Country ranked 11th out of the 72 counties in Wisconsin in total travel 123 miles from Green Bay, 141 Miles from Madison, 161 miles from Minneapolis, 193 miles from Milwaukee, and 275 miles from Chicago
An issue that is likely contributing to the slow tourism business is
Looking over a 13-year period between 1996 and 2009, Marathon and Wood counties experienced increases in travel expenditures by 128% and 59%, respectively. To put this in relation to the entire state of Wisconsin, the total travel expenditures increased by 80.5%.
however, is currently under construction and will be a four-lane highway by 2012.
airport is sparse. The nearest regional airport, Central Wisconsin located to any major bodies of water, a factor possibly adding to the unsatisfactory tourism rates. Lake Michigan is 133 miles away, competitors are located near water where visitors can enjoy waterrelated activities. See page 26 for Competitive Analysis.
15
Personality
The citys personality is considered to be rural, friendly, laid-back, and down-to-earth. It is also closely associated to the medical
which to raise a family because of short commute times, educational outcomes, median household income, rate of home ownership, and housing affordability. The city was also ranked 14th in the nation, 3rd
Demographics
are May through October, and the down time is during January and February. Most visitors are from Wisconsin, the Dakotas, Michigan, residents have a higher income/education level than Wood County as a whole. According to the Census 2005-2009 American Community
The median age is 40.9 years old. Ninety-seven percent of the population is white, and families make up 58% of the households in in the United States, including the 78% who were born in Wisconsin. In 2005-2009, 87% of people 25 years or older had at least a high school diploma, and 26% had a bachelors degree or higher (U.S.
16 16
Festivals/Events
is necessary to keep them coming back. including Dairyfest, Maple Fall Fest, and Dance and Romance weekend. The city offers a service to visitors by helping groups book hotels and by providing itineraries and guides for the tours. Dairyfest, which takes place in June, is one of the largest festivals. At the festival, breakfast is served in the Worlds Largest Round Barn to 5,000 people. The festival then concludes with a parade. This event usually brings in about 25,000 people and has been a part of the city for 29 years. Another event is the Dance & Romance Weekend, which is in its 11th bands, a Beatles Tribute band and an Elvis impersonator. This event consistent outcome each year to barely break even. A popular event in September is the Maple Fall Fest. Here, visitors seminars, Amish specialties, a farmers market and a childrens the harvest season, and it brings in about 22,000 attendees.
Area Attractions/Tours
JuRustic Park, seen in Figure 3. It is a collection of rusted metal sculptures created by a resident, Clyde Wynia. Also on site is Clydes wifes art shop where visitors can purchase jewelry, crafted glass, Park is open most of the spring, summer and fall until 4:30 p.m. and
and Dairy Tour. For 48 years there has been a Mothers Day art fair,
a Fall Color Motorcycle Ride in early October, a National Trappers Convention in September, and a Snocross Race in February. Each year during early September, the Central Wisconsin State Fair brings Round Barn before Labor Day. Downtown Days is the last weekend in July where attendees can enjoy live music, food, and beverages all
United States. It was built in 1916 and is 150 feet in diameter and 70 feet high. It has a unique architectural build as there are no apparent
17
Historic District
Upham House Historic District contains the Upham Mansion (Figure Mansion was built in 1800 and has since been restored. It was the home of former Wisconsin Governor William Henry Upham. Behind this mid-Victorian home is a garden containing 32 varieties of roses that are among the oldest roses in the world, with origins dating open June through September, and guided group tours are available
West Fifth/Sixth Street, and West Park Street.
Wildwood Park and Zoo. It covers 60 acres of land and houses more than 200 animals including a variety of birds and mammals from North America. Key exhibits are the grizzly bear, mountain lions, lynx, trails and drive-by viewings. There is no admission fee. The Yellowstone Trail is 409 miles long and goes straight through but this it was unsuccessful. The Columbia Park Band Shell hosts summer concerts on Wednesday evenings and was built during the Great Depression with an art deco architectural style. The Wisconsin Central Railroad Depot houses the Royal Tokyo Teppanyaki & Steak restaurant. Tower Hall is a local landmark but is not open to the public.
18 18
Retail
Lodging
The 7-Star Inn is a small motel located in Wood County. The room
historic and restored. The Northway Mall has 21 stores including well-known companies such as Bath and Body Works, GNC, JC Penny, Radio Shack, and Weight Watchers. The mall also has smaller stores such as GL
Baymont Inn & Suites is a subsidiary of Wyndham Hotels and Resorts
depending on the type of room Clearwaters Hotel and Convention Center has over 8,000 square feet of convention/banquet space and 103 guest rooms including King Whirlpool Suites and an Extended Stay Executive Suite with kitchenette. It also has a restaurant and lounge. The room rates are
more. There is also a restaurant called World Buffet in the mall. Fijis Outlet Store is a place where you can purchase cheese, gift baskets, gourmet and specialty foods, as well as gifts. It also has a full deli. Their tagline is Bringing Wisconsins Dairy Best Home To You Since 1944.
Clinic and the Northway Mall. Unlike many of the hotels in the area,
Conventions
each allowing for a capacity of 300 people. The types of conventions
Clinic and 45 minutes from the Central Wisconsin Regional Airport. It is within 5 miles of the Worlds Largest Round Barn, JuRustic Park, and Wildwood Zoo. Their convention center has six spaces with a
conventions, as many convention-goers like to meet in the middle.
Amish Community
There is a large population of Amish and Mennonite people living and hold tours. Other focal points are woodworking, furniture, bakery goods, bulk foods, fruits and vegetable gardens, and farming.
package. The packages include Advanced Purchase, Pizza On Us, Bonus Points Packages, and Best Flexible Rates with Breakfast
Park Motel is a locally owned motel that offers long-term stay, government, AARP, and AAA rates as well as special rates for medical
19
Mission
The Stardust Motel is a small family-owned motel, which offers AARP, AAA, construction worker, and clinic discounts (Stardust motel,
hospitality industry through aggressive marketing of its attractions,
Purpose
Hillcrest Motor Lodge is a small motel, bringing in a revenue of less restaurants, attractions, festivals, and conference center facilities. another small motel, which offers nightly and monthly rates (Neva hospitality, conference center services, festivals and events, promotion of area attractions and motor coach tours.
Pricing
Income
Holiday Inn and Conference Center. tax and income generated by festivals. The hotel/motel room tax The majority of the attractions, including JuRustic Park, Wildwood however, some attractions require fees for group tours. Upham with no fee. to-Date total revenue of 263,560.86, a Year-to-Date total expenses
Distribution
Visitors come from Wisconsin, Iowa, Illinois, South Dakota, and North As shown in Figure 6, there is a severe drop in income from 2007 to 2008. This is largely due to the fact that neither 2006 nor 2007 had a visitor guide expense, but 2008 included a visitor guide expense
2009, explaining the large increase in income from 2008-2009. After
20 20
marketing plan, which is vital for attracting tourists and encouraging them to return, has not been established.
including visitor guides, public relation pieces, event T-shirts, promotional videos and ads in a few prominent newspapers.
Visitors Guide Explanation:
their net income relies heavily on the expenses and revenues related to the Visitor Guide.
Partnerships
and Central Wisconsin Synergy, which help with business Association, a collaboration of Central Wisconsin convention centers
Current and Past Promotions
implemented advertising strategies, these have not been consistent enough across promotional items. In addition, a well-drafted
21
Creative Evaluation:
In the 2010 guide, the cover is colorful and eye-catching, promoting its tagline of Fairs, Festivals and Fun. The second page offers Relax. This positioning is stronger than Fairs, Festivals and Fun and NuVox believes it will resonate more strongly with the target audience. The layout is much cleaner than the 2010 guide, and the more attractive, it has enough text and color variations to keep the reader interested. The map on the inside is colorful, fun, and a great guide to the city.
however, the guide is very text-heavy. Ads are primarily placed on the right page, which draws the eye away from important information be seen in Figure 9. At times, the content is mixed with ads, making it hard to distinguish one from the other. There are few pictures associated with the content, and when present, they seem random
PR Pieces Explanation:
encourage potential tourists to attend its events. These pieces have calendars that list the main events for the next few months.
The pieces available to NuVox were all easy to read and informative. held. However, the fonts from the four pieces we evaluated were all Convention and Visitors Bureau logo, but even the design of this varied. NuVox believes that a consistent tagline and branding of
Event T-Shirts Explanation:

festivals: Maple Fall Fest and Yellowstone Trail Fall Color Ride. The Chamber of Commerce creates a T-shirt for Dairyfest. The T-shirts that are not sold are donated to the local businesses that sponsored the events. The 2011 guide, however, is a big step in the right direction. It is process much easier for potential tourists. The cover features a
22 22
Website Explanation:
makes use of screen-printing and gradients rendered as a halftone are appropriate for each event.
hits a week, which is fairly high considering the size of the city. Its main use is for providing festival and attraction information, but the website itself has not been updated since its creation two years ago.
website and, consequently, the city, the website must be optimized to appear as high up on the results page as possible.
Upon arriving at the site, the amount of information and pictures makes the homepage appear cluttered and overwhelming. Because it lacks a focus, the average viewer may feel confused and unsure appears professional and has a well-organized navigation system. In particular, the Featured Events bar on the home page is very helpful for tourists. There are many pictures that correspond with recommendations regarding the website can be found on page 73. The Dairyfest T-shirt (Figure Commerce, is an iron-on graphic. This technique looks much less professional than the screenprinted technique. The graphic is a bit out-of-date and looks too much like clip-art.
23
Facebook
Promotional Videos Explanation:
four times in 2011 on major television networks.
well, especially JuRustic Park.
Newspaper Advertising Explanation: Explanation:

Ads have been placed in the Milwaukee Journal and the Chicago Tribune. The purpose of these ads was to encourage readers extremely low request rate, they do not want to continue these ad placements. feature, however, they do not include an event picture, nor do they CVB.
Doc Marsh Explanation:
pediatric department that the medias growth in the past decade, it is important to have a strong utilizing, but has not yet implemented in any way. The clinic has offered to pay the costs of bringing Doc Marsh to life by having him animated.
with the city in new ways. Inviting fans to participate in the events recommendations can be found on page 83.
24 24
The Doc Marsh graphic is of very low quality and looks more like a sketch, not a cartoon. Since the character was designed to be used in the Pediatric Ward, we believe that Doc Marsh should be more cartoon-like and fun in order to appeal to a younger generation.
Prospect
its many festivals such as Dairyfest, Dance and Romance weekend, and the Maple Fall Fest. These events have been quite successful in Dairyfest has had an attendance of almost 25,000 people, and the Maple Fall Fest has had an attendance of around 22,000. Secondary research, through Mintel Consumer Reports, revealed Boomers aged 45 to 64 years. According to these reports, this generation has unique traveling habits that make them an appealing from this generation. Sixty-eight percent of Baby Boomers have taken a trip to a destination that was over 100 miles away in the past year, as well as parts of Iowa and Northern Illinois. Sixty-eight percent of this group report staying overnight at a hotel/motel domestically in from local hotels, this statistic emphasizes why Baby Boomers are an
Branding Explanation:
Fairs, Festivals and Fun. Although this slogan lacked a uniform typeface and image across mediums, the message was the same and the imagery was always fun and whimsical. This branding put
a whole, with the tagline Good Times Are Carved In Wood County.
The past use of Fairs Festivals and Fun was not cohesively branded due to the lack of a uniformed typeface, color palate, and image. Although Good Times Are Carved In Wood County is a suitable branding effort for the county as a whole, it does not allow
place to visit, a campaign for the citys unique attractions, festivals, and characteristics should be implemented.
Baby Boomers have a wide variety of interests when they travel. narrowing the target audience, as it would be ineffective to alienate any of these potential visitors. Baby Boomers varying interests indicate that a destination offering cultural activities and overall uniqueness appeal most to them. Most importantly, 70% of Baby Boomers who have taken a domestic vacation in the past year claim that relaxation is the most important factor when planning a trip. than one-third cite wanting to get off the beaten path as a reason for traveling. Around half of these travelers report an easy-to-reach location to be a key factor in selecting their vacation destinations. The addition of Highway 10 in the near future will greatly help
25
percent of families feel that they are emotionally closer after going on Boomers enjoy sightseeing, cultural events, and historical sites. Thirty-two percent of all Baby Boomers have attended a local festival while on vacation in the past year. Given the strong presence of
potential family-bonding activities that could bring families together
the ideal characteristics for both prospective markets are that they Baby Boomers are the primary target for direct mail across all travel role in Baby Boomers media habits. According to Anderson Analytics, 73% of Baby Boomers who engage in social networking are on Facebook, as of May 2009. This statistic is likely to be higher now, in 2011. Baby Boomers enjoy brands they can interact with through social media, such as posting stories, reviews, and photographs of their experiences. The number of Baby Boomer travel websites is also increasing. These websites allow users to share and receive travel advice, vacation suggestions, tips and budgets. Baby Boomers looking for a wide variety of reasons to travel, but the most common characteristics are to relax and experience something new. These people plan their trips about one month in advanced and use websites to both plan and book their trips. Behaviorally, these two groups exhibit some similar traits. They are extremely family-oriented, exhibit a hard Midwestern work ethic, seek a personal connection with hotels, and love their food. Research also indicated the vast potential inherent in targeting amounts of people are indifferent towards staying an additional night
travel more frequently and spend more than any other generation while traveling, a rewards program can be utilized to increase the
who hadnt considered staying before.
are from the age of 30 to 45 years old are also a promising group to target. These families may have kids who are not necessarily toddlers, but a little older in age. According to Mintel, the older the children are in a family, the more likely they are to travel due to the fewer hassles needed to take a vacation. Also, 40% of respondents report taking a car trip rather than traveling by air in order to save airport and the close vicinity of their visitors. These young families more importantly, to become closer with their families. Eighty-two
may not be an important selling point for those looking to visit. According to NuVoxs survey, 73% of people prefer planning their trips completely independently and expressed no interest in a trip planning service.
26 26
Competitive
Eau Claire, Stevens Point, Wausau and Wisconsin Rapids. We selected these competitors based on our interview with the client, who mentioned these four cities as sources of competition. In addition, they have comparable qualities, including geographic location and attraction offerings. Since all of these cities are located in Central Wisconsin, they also share environmental factors such as weather. Although each city has a different draw geographically, the visitors come from similar regions of Wisconsin, Illinois and Iowa. All of these cities have Convention & Visitors Bureaus to attract visitors to the region. Figure 17 shows the geographical relationship between each
Eau Claire
Campaign Evaluation & Analysis Summary:
The logo of the Eau Claire Convention and Visitors Bureau can be seen in Figure 18. The tagline, The Unexpected Wisconsin, unites their positioning of Eau Claire as a destination for getaways and escapes. To reach a broad audience, the visitor bureau showcases seven different adventures, targeting families, women, athletes, and artists. The names of the adventures are Romantic Escape, Family Adventure, Nature Tour, Girls Getaway, Sporting Getaway, Bikers Paradise and Music & Arts.
it is important to note which cities have a more convenient location in terms of distance from major roads.
Strengths:
Reaches a broad audience, and appeals to various markets interests Abundance of images helps viewers visualize and authenticate Consistent branding across all efforts, including the visitors guide, website and social media Has a strong presence in multiple mediums (Internet, social The mobile visitor center offers an effective nontraditional effort because it reaches tourists who come to Eau Claire for festivals and special events
A: Eau Claire / B: Wausau / D: Stevens Point / E: Wisconsin Rapids
27
Weaknesses:
Eau Claire may be targeting too many audiences through overly-broad positioning
Facts
Located in Northwestern Wisconsin Ninety miles from Minneapolis and St. Paul Sits between the Eau Claire and Chippewa rivers Accessible by Interstate 94, U.S. Route 12, U.S. Route 53 and a couple of local highways Population of 65,000 Economy supported by manufacturing, health care, information technology and retail trade industries University of Wisconsin satellite campus located in the city Historic city with many museums, preserved homes, farms, barns, public libraries, and schoolhouses Twenty-three parks in or near the city where visitors can picnic, attend farmers markets Center, Crystal Cave and James Newman Clark Bird Museum
Downtown: Downtown Eau Claire is about authenticity and discovery, without the cookie-cutter options found in alternate destinations. Its a place that is about people, what they do and what they like. Downtown Eau Claire offers visitors the arts, biking, classes, culture, food, dining, entertainment, farmers market, music, shopping the entire spectrum of living. Ready for discovery.
Social Media Breakdown

Facebook Flickr Myspace Twitter
LinkedIn
Youtube
28 28
Special events and festivals: Hosts at least four special events or festivals each month, with an abundance of events occurring during the summer months Many festivals are centered around music, such as Country Fest, Country Jam USA, Eau Claire Jazz Inc., Rock Fest and Summer Fest Many of these festivals draw famous performers, such as Carrie Underwood, Lady Antebellum and Zac Brown Band There are also art festivals such as Holidaze Arts Festival, International Fall Festival and Festival in the Pines A longstanding event is the Chippewa Valley Home Builders Parade of Homes, where several homes in nearby counties are showcased and builders share their services and work Annual festivals include the Chippewa Valley Renaissance Fair and the Pumpkin Festival
Visitors Guide
Forty-page booklet, organized into the following categories: Community information, The 7 Adventures, Event Information, What To Do, What To Eat, Where To Shop, and Where To Stay Full-color Available in print and online versions Images appear to be authentic and local, not stock photos Local advertisements within the guide from nearby attractions, restaurants and shops Full-page ads, half page ads and column ads on the same pages as Eau Claire content
Website
Accommodations Eighteen hotels and motels, one bed and breakfast Neighboring cities offer resorts, additional hotels, bed and breakfasts, and camping sites (Visit eau claire, Metropolis Resort, located in Eau Claire, is an indoor water park, activity and gaming center, with stores and Pricing and Packages: Press room: Includes press releases, a photo library and a video library Press releases publicize their festivals and local events Video library displays 23 clips, most of which are related to the Unexpected Adventures campaign Largest video sums up each aspect of visiting Eau Claire. Seven minutes in length, it includes a jingle about the Chippewa Valley, highlights local and seasonal attractions, and leads viewers to their website Live chat Maps Online brochures Event planner contact information Sweepstakes
Copy:
Music & Arts The Eau Claire Area is perfectly in tune for music & arts lovers of all genres. From large music festivals to concerts in the park, from symphony to jazz, from local talent to national acts.
29
Stevens Point
Campaign Evaluation & Analysis
Summary: The Stevens Point CVBs messaging provides information on a wide variety of city activities and events.
Strengths:
Focused marketing efforts on four key markets, rather than trying to reach everyone
Weaknesses: Promotions
Sweepstakes Encourages visitors to select their desired Unexpected Adventure and enter personal information for the chance to win a prize Helps Eau Claire track potential visitors Highlight so many different aspects of visiting Stevens Point that their efforts lack focus Missing consistent branding when using the term The Point on their promotional materials The website is not visually appealing and is text heavy or layout to draw visitors in Their effort to provide information through press releases and newsletters does not exhibit the qualities necessary to draw potential visitors to the area
Mobile
Text Messaging: Visit Eau Claire sends text messages to subscribers about events and restaurant deals
Facts
Located in central Wisconsin, on the Wisconsin River In Portage County, and serves as the county seat Situated at the intersection of State Highway 10 and I-39 Four key markets: The meeting and convention market Sports market CVB arranges local and amateur sports competitions, and Motor coach and group market Leisure market
Nontraditional
In May and June of 2010, The Eau Claire Convention and Visitors Bureau created a mobile visitor center to disseminate information to attendees at festivals and sporting events
30 30
Desirable destination for families, couples, and friends to enjoy Attracts Midwesterners through promotional materials, including brochures, maps and travel guides (What we do, Event planners position the location as an easy destination for conventions, events and family reunions three towns are members of the Central Wisconsin Tourism CWTA helps groups with their travel plans, including arranging step on guides, welcome receptions and planning assistance Not a festival destination Local community events, which are held year round, include concerts, museum nights and community theatre performances Recreational activities include biking, hiking, bird watching, Unique Attractions:
Various historical sites Downtown area: Nineteenth century buildings More than 200 businesses such as taverns, restaurants Accommodations: Sixteen hotels and motels 1,434 rooms available in and around Stevens Point breakfasts Pricing and Packages: Overnight sporting event travelers spend an average of
Packages: Romantic Getaway Package Two-night stay
operating brewery Sculpture Park 150-year-old farmers market Planetarium
breakfasts. Ramada Romance Package Champagne and chocolates Late checkout Exclusive discounts to visitors: Reduced prices at local shops, restaurants, hotels and

Facebook
Visitors Guide
Fifty-six pages Available in print and online versions Online Visitors Guide has scroll tools for quick and easy viewing and an option to enlarge selected pages
31
Both versions are full color Organized by the following sections: Table Of Contents, Calendar Of Events, Attractions, Portage County Communities, Sports And Recreation, Shopping, Discount Offers, Getting Around, Dining And Entertainment, Accommodations, Businesses And Services and Places Of Worship An abundance of local advertisements within the visitor guide, including consecutive full pages of ads, with an advertiser index in the back Corresponding photos are displayed next to the relevant attractions
Press room: Most recent communication materials that have been disseminated to journalists and the news media Information about general area attractions, county news and special events Links to monthly newsletters, containing content about specials and packages, upcoming events, visitor information and promotions February Newsletter: highlights a giveaway for a free
Website
Emphasizes what Portage County has to offer, with the majority of attractions and events located in Stevens Point The individual cities in Portage County do not have separate websites or CVBs Compared to the other competitor websites, this home page is not as reader friendly or aesthetically pleasing
32 32
Wausau
Summary: The Wausau Convention and Visitors Bureaus slogan is Where all the seasons come alive! This concept enhances the citys slogan of Perfectly seasoned. These two statements highlight Wausaus abundance of activities, especially outdoor activities. Even though they suggest there are things to do year-round, the website can change according to the season (ex. Summer-themed website
Interested travelers are inhibited from learning more about Wausau without requesting a copy through the mail. There is inconsistency of branding across the different mediums Citys tagline is not featured in the visitors guide nor on social media pages
Facts
Located in North Central Wisconsin Contains the exact geographic center of the Northwest hemisphere Surrounded by woods, lakes and hills 30,000 acres of lakes, 34 local parks, and 23 county parks U.S. 51, WIS 52 and WIS 29 are three of the major highways that lead to Wausau Population of about 38,000 people Original and current primary industry is lumber Products include paper and food packages, lumber, building materials, dairy products, boxes, road building, industrial machinery, veneers, and red granite monuments. Offers big city amenities with the look and feel of the great Northwoods and small-town hospitality
Strengths:
Aesthetically pleasing and well-designed website Citys tagline is prominent on the website
Weaknesses:
Website does not offer as much content as other competitor websites do Pages are text-heavy, and could use more photos to help authenticate attractions and events Visitors guide is not available to download from the website

Facebook Myspace Twitter
-
33
Attractions Wausaus promotions emphasize their outdoor activities, snowmobiling, hiking, biking, baseball games, tennis, skiing, water skiing, tubing and a ski show team. Indoor activities include ice skating, tennis, movie theaters, bowling centers, casinos, museums, theaters, music centers, and shopping and dining in the historic Granite Peak is located in Wausau, and is the highest ski mountain in the state (Skitown.com - wisconsin, Accommodations Three bed and breakfasts and seven hotels/motels are located within Wausau Many more accommodation options in surrounding towns are available Pricing and Packages Three-Day Weekend Encourages visitors to stay one extra night If a guest pays for accommodations for Friday and Saturday night, they get Sunday night free. Purpose is to make it as easy as possible for you to
Visitors Guide
Cannot be viewed online. Potential guests must request a print copy Does support older generations tendency to view print materials more than online content more information about Wausau
Website
The content on the website is organized by: Welcome Information, Attractions, Calendar Of Events, and Request A Visitors Magazine Lacks a Press Room, promotional videos, and photo albums
34 34
Wisconsin Rapids
Summary: The Wisconsin Rapids Area Convention and Visitors Bureau uses the slogan Inner Wisconsin, Outdoor Inspiration. This highlights the central location of the city within the state and the outdoor allure of the city.
Facts
Population is 18,435 Wisconsin Rapids Micropolitan Statistical Area Near Highway 54 Accommodations Fourteen lodging options campgrounds Attractions Alexander House, McMillan Memorial Library, Performing Arts Center, South Wood County Historical Museum and Wisconsin Rapids Community Theatre Main draw of Wisconsin Rapids is its outdoor allure Glacial Lake Cranberry/Cranberry Link Visitors Center offers tours of the oldest cranberry marshes in central Wisconsin Farm/agricultural tourism featuring pumpkin patches and farms Recreation Four golf courses, ATVing, biking, walking, motorsports and snowmobiling Fishing, boating and hiking in Lake Wazeecha and the Wisconsin River Cranberry Highway and Sandhill Wildlife Area Trumpeter Auto Trail Pricing and Packages The Prairie Chicken Viewing Experience Witness chickens defend their territory during mating season hotel stay, goodie bags, poster, water bottle and local literature and information
Strengths:
Use of Cranberry guy, seen in Figure 28 as a spokesperson allows for the CVB to reach out through a friendly character while highlighting the popular cranberry marshes of the area
Weaknesses:
The Wisconsin Rapids CVB does not implore a strong brand identity Website is not user friendly nor aesthetically pleasing, and contains broken links

Facebook Twitter
35
The Cranberry Color Package Tour of the world-famous Cranberry Highway. two tickets to various cranberry destinations, cranberry sweets, a water bottle and a map The Betty Boop Festival Package Celebrates the animator of the famous cartoon, who was born and died in Wisconsin Rapids continental breakfast for two, two tickets to the festival, sweets, a water bottle, local literature and coupons The Spud, Berry & Dairy Tour Three-day excursion and guides visitors to various cranberry, dairy and vegetable farms The Hotel Mead Movie Package
Visitors Guide
movie tickets and a special movie-themed gift The Hotel Mead Casino Package 48 pages Available both in print and online versions Online version features scroll bars, thumbnail images, and enlarging options Full color Organized by a table of contents, sections include: Welcome, Photo Opps, Area History, Area Communities, Map Insert, Things to See and Do, 2010 Calendar of Events, Outdoor Pursuits, Autumn Adventures, Accommodations, Dining, Beyond the Boundaries, On the Water, Winter Wonders, Town of Rome, City of Nekoosa, Shopping, Business and Services Local advertisements make up pages within the visitor guide Social Media Character, Cranberry Guy, can be seen in the visitor guides table of contents as well as throughout the sections dealing with cranberry tours
casino credit and free shuttle to and from Hotel Mead
Website
Home page contains links to the two most highlighted aspects of the site: the Wisconsin Rapids Virtual Visitors Guide and the Wisconsin Rapids Area Packages Presents a broken link labeled Welcome to Wisconsin Rapids Area The content on the website is organized by home page, places to stay, places to go, places to dine, visitor information, group information, calendar of events, and about WACVB. In the About WACVB, there is a section devoted to media/
36 36
Macro Trends
This section aims to focus on three key macro-environmental factors three factors are economic trends, population demographics and social media.
Population Demographics
Baby Boomers took, on average, 3.6 trips in 2009, and 67% took a
of women surveyed made their own travel decisions, including the
Economic Trends
According to the Bureau of Economic Analysis, personal income has shown a 0.4% increase from November to December, nationwide. Real disposable personal income had risen .2% from October to November, and was still up by .1% in December as compared to November. In addition, real consumer spending increased from
The most important assumptions we can make about Baby Boomers, based on these surveys and studies, is that those who have money are traveling and spending whether they are retired or employed, married or single.
Social Media
Social networking grew in 2010 with nine out of 10 U.S. Internet users visiting a social networking site within the past month. Users are staying on these social networking sites for at least four hours each month. Facebook dominates with one out of every eight minutes
In the third quarter of 2010, the growth of state personal income slowed, but was still increasing. A growth of 0.8% was recorded in Illinois for personal income ranking 21st overall. Minnesota grew 1.2% and ranked 6th, and Wisconsin grew 1.0% ranking 12th. (U.S.
The state of the economy has a large effect in the tourism industry, as it affects peoples economic capability to travel. According to the World Travel & Tourism Council, travel and tourism is highly resilient Council also states that the GDP will rise from 9.2% to 9.9% by 2020. In 2010, the US saw a 60% increase in travel for the summer season, which began Memorial Day, compared to 2009 (World Travel and,
Consumers are now showing that they trust peer reviews on social networking sites more than they trust traditional advertisements. Seventy-eight percent of customers are accepting of peer reviews, while 14% trust advertisements. Baby Boomers are on the rise regarding social media usage, along with Generation X and Matures.
Travelocity conducted a survey of 2,000 Americans and found that travel intentions are up 49%, compared to 21% six months ago. Only 7% plan to decrease travel, compared to 34% a year ago. Also important, is that 34% of people plan to increase a predetermined
Boomers and Matures use Facebook more so than any of the other social networking sites. Key trends to watch for in 2011 include social commerce, group buying, Q&A sites and mobile, according to Gini Dietrich CEO of
37
digital world. Social commerce has increased due to social networks like Facebook offering individuals the power to sell through these sites and letting those consumers share with their friends what they have bought. Group buying will also continue to increase with services such as Groupon, which allow like-minded individuals to group together to purchase a product. Groupon was also valued at one billion dollars this year and is continuing to grow. Q&A sites offer the possibility to market to groups of people who help to answer each groups of people rather than just individuals. Mobile payments will be a much larger trend in 2011 since most people consider their phones better resources than their laptops for sending and receiving
Companies general travel content and mobile marketing budgets are expected to increase by 63% and 50%, respectively. Across all channels, 70% of companies say they will increase online marketing budgets. There has been an increase of 114% in mobile app content between 2009 and 2010, and a 98% increase in mobile web use. More trends are pushing forward with mobile and social media, which help to open up the sharing of information between like-minded
38
RES E A R CH
Quantitative
Key Questions
What consumers look for when planning an overnight trip How consumers go about planning trips Consumers openness to staying additional nights after paying a visit to an out-of-town clinic
Key Findings
it came to how much respondents were willing to spend on an overnight trip. Fifty-six percent of all respondents stated they were
Methodology
NuVox Agency constructed a twenty-question survey and distributed it through our personal networks, social media, and other contacts days. In that time we were able to get 144 responses from varying regions and age groups. In order to gain better insights, we asked respondents a few demographic questions in order to determine if age and region had an effect on how our participants responded. We
In regional differences the only discrepancy between the Midwest and the general population is that travelers in the Midwest are willing to drive farther than travelers in other regions (37% compared to that this is the case because cities are more spread out in the region of the United States. When asked how strongly they agreed with certain statements
percentage of respondents who either agree or strongly agree within each age group. Figure 31 illustrates the difference in motivations behind the two age groups. Both consider visiting family and friends their most agreeable reason for traveling. Unfortunately, this is an uncontrollable factor for a city seeking to draw in visitors. However, when looking at how
this information, we were able to narrow the results to see how these
39
40 40
When I go on an overnight trip, I look to Have an adventure Experience something new Relax Visit friends and family
30 45 years old (%) 59 73 82 91 68
46 65 years old (%) 56 83 78 87 79
staying for a night, a huge amount of business could be gained. Lastly, we looked to see how the respondents planned their trips, from the planning to booking stages. When it came to how far in advance they plan for a trip, age and region did not have an effect. Fifty-eight percent answered that they plan trips about a month in advance, as illustrated by Figure 32.
they rated other statements, we can see differences in opinions. In the order of how strongly respondents agreed with each statement, the younger demographic chose visiting family and friends, relaxing, personal event, and having an adventure. Baby Boome rs, on the other hand, chose visiting family and friends, celebrating a personal event, experiencing something new, attending an event, relaxing, and having an adventure. Because we are looking to target both of these demographics, all of these motivations need to be synthesized in a way that appeals to both groups. It is possible to combine them all into a formidable campaign that resonates with the audience because no respondent showed any disagreement with any of these factors. To gain a perspective on the target markets openness to staying an additional night for recreation after visiting an out of town clinic, we gave them four hypothetical situations with two varying factors: whether or not they were the patients, and if they were an inpatient or outpatient. We then asked them how much they agreed with three statements: how much would they want to return home right away, how much would they be willing just to stay the rest of the day, and how much would they be willing to stay an additional night. Overall, we found in all cases that most patrons would simply want to return home as soon as their clinic visit was over. However, about a third of respondents said they were neutral towards staying another
When looking up information on travel destinations, the sample overwhelmingly selected travel websites and word-of-mouth as their top two sources. Figure 33 illustrates how respondents ranked each choice. As can be seen travel websites and word-of-mouth were consistently ranked as the top two choices. When broken down by age, however, younger audiences, those 30-45 years old, surprisingly favored wordof-mouth slightly more than travel websites. On the other hand
41
trips over the telephone into the campaign. Seventy-three percent of respondents prefer to book their own lack of enthusiasm for packaged vacations, as consumers would rather select their accommodations and activities individually. The survey respondents also expressed independence when responding to the question, In what situations would you use an event planning only when planning a big occasion. Forty percent said they prefer were unfamiliar with the location, they would use the service. These answers demonstrate that highlighting or emphasizing the fact that effective endeavor. websites. Travel magazines and brochures were ranked as either their third or fourth choice for both demographics. Travel agencies and direct mail were the least favored sources of travel information. This is a paradox when compared to the secondary research, which stated that Baby Boomers were the largest targets for direct mail tourism campaigns. The lack of response toward direct mail, along with the emphasis on travel websites and word-of-mouth is placement. When investigating how consumers book their trips, we again saw When planning special occasions the most important factor respondents considered is the hotel accommodations. Almost half CVB a clear indication that it needs to make sure that the hotels it partners with uphold high standards and quality. Convenient location ranked as respondents second most important factor. This
Highway 10 in a couple years could help increase the convenience considered to be as important as hotel accommodations.
groups, we found that the older the consumer, the more likely he or she is to book on the phone. The other two options, travel agencies
as a source of vacation information and a method of booking travel. In addition since part of the target audience consists of Baby Boomers, NuVox must not neglect to incorporate a focus on booking
42 42
Qualitative
To supplement the quantitative research NuVox conducted qualitative research by searching through various websites, blogs and social media. From this, we discovered the following themes and quotes:
make sure the lambs stay alive etc. Those habits stay strong and are passed through the generations. My neighbor told me whenever he needs to hire someone to paint his house, rake his yard, move heavy objects, etc., he likes to hire farm people because they do a good job
1. Moms are family-oriented
3. Personal connections at hotels are important

When staying in hotels, the quality of customer service greatly affects
time to involve themselves with their children. While it seems that the special moments when their children are older. In the same light they value family vacations because they serve as a time to bond and create memories with the most important people in their lives. Being a woman in my mid-forties with older kids, I dont always feel Toddlers? Newborns? I love talking to them. They take me back in
hotels, and especially the Baymont Inn, felt very connected to the city because they were treated like family. Workers went of their way on numerous occasions and were consistently friendly and helpful. On our last morning there, after my father was out of the hospital and staying there to rest for a few days, we all went to have the fabulous continental breakfast. The tables were full so we said we would go back to our rooms. Sara, the front desk attendant, overheard us and This was such a generous gesture and it made our breakfast a relaxing and enjoyable event. It was just what our family needed after
Ive been so busy this fall -- responsibilities at school have really ramped up. (Nows about the time I need to start to learn to say NO.
4. Midwesterners love their food 2. Midwesterners have a strong work ethic

Like most Americans the average Midwesterner leads a very busy life. However, unlike many Americans, they truly enjoy being busy. This brings about the idea of the Midwestern work ethic, which describes the determination and hard work of those in the region. I think the work ethic that people from MN and other Midwestern states pride themselves in is the regions agrarian base. Lots of people around here are only one or two generations removed from the farm. The old timers talk about getting up at 4:00 am 7 days a week, including when its 40 below to milk the cows, plow the crops, Although all Americans love to eat, Midwesterners do it best. While on a Midwest vacation people are not afraid to indulge themselves. They especially love their meats and other classic Midwestern fare. I travel from San Diego to snow-covered Wisconsin each year for about a week. Its generally the greatest week of my year. In that one
On Friday I had corned beef, Saturday we had steaks and Sunday was chicken CRAZY. Im trying to eat better, but everytime I head to central Wisconsin I get plenty of meat, thats for sure (Royalsyn,
43
44 44
C o n s u m e r Jo urn ey
establishing these different parts of the travel process we were able to identify potential barriers, ways to overcome them and to determine
The trail to
Marsh eld
Awareness
The awareness stage is the time when the consumer becomes discovered that many people within Wisconsin and its surrounding or all of the citys offerings.
Intent
The intent stage is the point in which the consumer has been potential barriers that must be overcome including time, money, work or other prior engagements.
Interest
The interest stage is that little spark that grabs the potential visitors
Planning
After the consumer has made the decision that they intend to visit consumer is looking to gather as much information and do so as stage. The CVBs advertising and informational materials help the consumer plan their visit and drive them to the next step - booking their trip.
to a larger amount of people, each execution should have a clear focus, allowing for greater targetability.
45
AWARENESS
INTEREST
INTENT
PLANNING
BOOKING
ANTICIPATION
TRIP
SHARING
Booking
This is the stage when the consumer make his or her biggest
Trip
This is the stage when the consumer has arrived at the destination.
CVB should analyze the most easily accessible and convenient ways to aid a visitor in booking his or her trip.
Anticipation
After the trip is booked, the anticipation phase begins. This is a phase where emotions are high and the excitement begins to grow about
continue interaction throughout this step. In this stage the CVB can make or break expectations and lay the foundation for repeat visitors.
Sharing
The sharing stage is an ongoing process throughout the entire consumer journey. Word-of-mouth is one of the most powerful and
boost opinions of the city and begin the experience before these vacationers even arrive.
to share positive experiences and begin to build a strong community.
46 46
SW O T A n a l y s i s
STRENGTHS
Website contains well-organized and useful information. Receives heavy traffic, averaging around 1,600 1,700 hits per week The city is located in the center of Wisconsin The CVB has never implemented a marketing plan Marshfield hosts a variety of festivals throughout the year, which attract up to 25,000 visitors each One of four zoos in Wisconsin is located in Marshfield The CVB offers tours complete with tour guides The city has interesting and unique attractions, including the Largest Round Barn and JuRustic Park The citys location is far from major highways and bodies of water The CVB has a low overall marketing budget CVB Web site is cluttered and does not have a search function, making it difficult to find information
WEAKNESSES
Marshfield is not top-of-mind among the target audience when considering vacation destinations The CVB lacks a definitive and consistent brand image
OPPORTUNITIES
Large number of clinic patients coming and leaving Marshfield Expansion of I-10 from a two-lane road to a four-lane road in 2012 Growth in the number of Facebook users, especially Baby Boomers Facebook advertising capabilities are growing and evolving People are spending more time on travel websites Target markets budget for vacation matches the cost of a vacation to Marshfield
THREATS
Marshfield Clinics reputation overshadows that of the city and the CVB Eau Claire, a major competitor, has a strong brand image and a consistent marketing campaign Competitor cities, that are in more convenient locations, offer similar attractions and festivals Competitor cities have the appeal of locations near water and related activities and events Travelers prefer to visit cities where they have friends and family Clinic visitors want to return home as soon as possible after a surgery or clinic visit
47
48
MA R KE TIN G
Marketing Objective
next two years by increasing hotel bookings and visitors to
Target Market
Primary Target Market Baby Boomers
46-64 years old
2010, there has been a 20% growth in total revenues from 2009 to could provide the reason behind this growth that followed a year of
present 20% growth, achieving a total 25% growth by 2012-2013.
Avid travelers, bulk of travelers within the U.S. In the past year 68% have traveled more than 100 miles away for a vacation When picking a destination they seek off-beaten paths and unique destinations 50% enjoy sightseeing, cultural events, and historical sites 32% have attended a local festival while on vacation in the past year 73% use social media, majorly Facebook, and enjoy interacting with brands on these platforms Enjoy rewards programs Motivations to travel include relaxing and experiencing Seeking an experience they will be able to share with others through social media and word-of-mouth For addition information refer to our qualitative research on page 24 and our prospect section on page 42.
49
50 50
Secondary Target Market

Young parents with children 30-45 years old Seeking relaxation and vacations to reconnect with their family and grow closer together
Place
More emphasis will be placed on drawing visitors from smaller Wisconsin. As seen in Figure 35, cities include Eau Claire, Wausau, Madison, Green Bay, and the Chippewa Valley (refer media budget, visitors will be drawn from a 250-mile radius, including southwest Minnesota, northeast Iowa, north Illinois,
Both Target Markets

Plan trips one month in advance
Minneapolis, Milwaukee and Chicago.
Marketing Strategies
Product
experience festivals and gain an appreciation for the important things in life
Unique attractions that appeal to both Baby Boomers and young families. Attractions include JuRustic Park, The Worlds Largest Round Barn, Wildwood Zoo, Yellowstone Trail, tours and the Upham Mansion Historic District. Affordable hotels and free or inexpensive attractions that allow cost. Central location and future expansion of U.S. 10 makes Variety of festivals year-round appealing to a variety of interests. Festivals include Dairy Fest, Maple Fall Fest, and Dance & Romance Weekend.
Price
According to the survey NuVox conducted (refer to appendix on an overnight trip, which is well within the price range of
Conference Center. The majority of attractions have no admission fee, such
51
as JuRustic Park, the Wildwood Zoo and the Worlds Largest Round Barn (refer to the Situation Analysis,
Promotion
will encourage return visits and word-of-mouth through sales destination to create memories with the most important company. As seen in the research, Figure 36 shows that travel most used sources for travel information.
Priorities
Provide a strong web presence and branding, through online magazines, newspapers, and travel Web sites
Primary Support
The vehicles through which the marketing campaign will be supported include print advertising, digital advertising, e-mail marketing, sales promotion and public relations. Advertising will include print materials, local magazines, and collateral, such as banners, posters, and t-shirts. Digital advertising will include display ads, search engine optimization tips, and a social media plan and strategy. E-mail marketing will be enabled through Constant Contact, a service explained on page 75. Sales promotion and public relation includes a coupon card, festival giveaway, press release, a new event called Marsh Field Day, and social media efforts.
52
A DV E R TIS IN G
Advertising Objectives
Wisconsin destination by 10% among potential visitors
Because of this when Midwesterners are looking to take a break from their daily routines and go on a vacation, relaxation and quality time are high priorities. From these insights we created a positioning of-view and a meaningful brand purpose.
worth revisiting and recommending to friends NOTE: A 10% increase among these two goals is realistic because a travel destination. Knowing that there is a low awareness rate of
Positioning Statement
To Baby Boomers and young families, who are seeking a funa destination that provides a place where you and your family can create new memories and rediscover your appreciation for the
Target Audiences
Both Baby Boomers, aged 46-64 years old, and young families, 30-45 years old
inviting destination with a small town charm.
Advertising Strategy
Through research, NuVox Agency discovered the strong emphasis Midwesterners place on family time and memories created together. We also found that these same people are proud of their Midwest work ethic and all of the hours of hard work they put into their jobs.
With such busy and fast-paced lifestyles, it is sometimes easy to get caught up in our daily routines and we then forget to take the time to go when you are looking to step back, escape it all, and create the memories that will last a lifetime. Based on the research we condensed a strategy into a simple creative brief that serves as the starting point for all of the creative executions.
53
54 54
Objective
THE BRIEF
OUR CREATIVE DIRECTION
Objective
in the citys hotels aka Heads in Beds
Key Insight
Issue
Challenge
Key Insight
Hectic lifestyles and a fast-paced society make it easy to get caught up in our daily routines and forget about the important things in life that make us happy.
Issue
Because of a lack of presence and cohesive branding, looking to take an overnight trip. Due to the strong branding and
Challenge
important things in life. and offerings of the city are overshadowed. As a result, potential rather than a place to go for a second night.
Organizing Idea
Its In Our Nature
55
Branding
small town charm. These are key characteristics NuVox has kept have redesigned the logo and used our organizing idea as a theme throughout the campaign to bring the new positioning to life.
OFFICIAL COLOR PALETTE
MARSHFIELD
Convention and Visitors Bureau
#213F21
#485A28
Its In Our Nature

nature to have families come together. Due to the citys interesting attractions, unique festivals, natural recreation, and welcoming spirit, and friends and form memories that will be remembered forever. visitors to partake in a variety of outdoor activities. Finally, its in human nature to want to take the time to enjoy the little things in life with the ones we love the most. Therefore, the campaign will focus its efforts around two key strategies: Emphasize making memories and appreciating the important things in life Encourage people to share their memories and experiences in Advertisements will be placed in locations where the target markets seek travel information and book vacations.
#7B8D39
#E7D8C3
#BB5227
C reative Str ategy

Whether it is in a photo album, online or the photos hanging on your wall, pictures are a way to capture our memories and share them with our friends and family. It has been said that a picture is worth a thousand words, but sometimes thats not enough. Through the creative executions NuVox Agency wants to communicate that memories cant be constrained by a picture frame.
Creative Objectives
To develop unique imagery that creates an iconic and To encourage further engagement with the brand by directing viewers to the Web site and social media sites
Target Audiences
Both Baby Boomers, aged 46-64 years old, and young families, 30-45 years old
56
CRE A T I V E PR IN T
P rin t
Posters & Magazine Advertisements
The following series of print advertisements will be placed in print and surrounding cities. Each execution ties in a different attraction or three-quarter and half page versions of each ad to allow for greater variety of print ads to choose from and can pick which ads to run at DVD and are ready to be sent to the printer as is. rediscover the things that matter most. The variety of executions appeal to both of our target markets, including young families and Baby Boomers. content or date changes to the advertisements in the future. The contributes to the overall re-branding. Images correspond with local attractions, such as JuRustic Park, Wildwood Zoo, and the Yellowstone Trail. One ad simultaneously emphasizes Dance & to rekindle their romance. The ad with the image of the family outside, use any time of the year and is the farthest reaching. We have also without Dairy Fest that can be used throughout the rest of the year. In addition to the full page ads shown in the book, we have designed designers who are working with the CVB to keep the branding and messaging consistent.
57
58 58
About what happened before and after the camera ashed, and knowing that behind every picture lies the memory you created with the ones you love. Its in our nature to show you that the most important company is the one you keep, not the one you work for. Whether youre here to escape with your family or for our Dairy Fest, come to Marsh eld, WI to rediscover the things that matter the most. For more information on trips and Dairy Fest on June 3 - 5, go to www.VisitMarsh eldWI.com.
Connect with us on Facebook Marsh eld CVB
59
About every night being as romantic as the one before, and every moment becoming a lasting memory that doesnt t in a frame. Its in our nature to create a perfect night that will last a lifetime. Whether youre here for our Dance and Romance Weekend or to simply get away, come to Marsh eld, WI to rediscover the things that matter the most. For more information on trips and Dance and Romance Weekend on February 11-12, go to www.VisitMarsh eldWI.com.
60 60
About the rush you get when you hear their roar, and the sight of fascination in your childs eyes as he encounters the intrigue of the wild. Its in our nature to create feelings and memories that cant be tamed. Whether youre here for the cutest of critters or the ercest of felines, come to Marsh eld, WI to experience something new. For more information on trips and the Wildwood Zoo, go to www.VisitMarsh eldWI.com.
61
About experiencing the past while writing your own history, and creating memories of your own to be retold. Its in our nature to admire the past and enjoy the present. Whether youre here to explore the relics of JuRustic Park or just to enjoy the tales of yesteryear, come to Marsh eld, WI to rediscover the things that matter the most. For more information on trips and our historic sites, go to www.VisitMarsh eldWI.com.
62 62
About dropping your routine and doing something di erent, and having an adventure while soaking in your surroundings. Its in our nature to help you see whats out there and to create memories that you will want to share forever. Whether youre here for the Maple Fall Fest or just to explore the landscape, come to Marsh eld, WI to get away and rediscover the important things in life. For more information on trips and Maple Fall Fest on September 17 - 18, go to www.VisitMarsh eldWI.com.
63
About experiencing the past while writing your own history, and creating memories of your own to be retold. Its in our nature to admire the past and enjoy the present. Whether youre here to explore the relics of JuRustic Park or just to enjoy the tales of yesteryear, come to Marsh eld, WI to rediscover the things that matter the most. For more information on trips and our historic sites, go to www.VisitMarsh eldWI.com.
About the rush you get when you hear their roar, and the sight of fascination in your childs eyes as he encounters the intrigue of the wild. Its in our nature to create feelings and memories that cant be tamed. Whether youre here for the cutest of critters or the ercest of felines, come to Marsh eld, WI to experience something new. For more information on trips and the Wildwood Zoo, go to www.VisitMarsh eldWI.com. Its in Our Nature
64
CRE A T I V E CO L L AT ER A L
Collateral
Visitors Guide, Banners, T-shirts
The NuVox Agency has created a new Visitors Guide cover, along with a combination of banners and custom T-shirts. These collateral materials were designed to keep the brand image consistent through all mediums.
Stationary, business cards & email signatures

It is important that the new branding efforts are present not only in the external advertising but also within the CVB itself. NuVox has designed stationary and business cards for the use of the CVB and its employees. The letterhead and business cards match in style and showcase the new, Its In Our Nature theme. In order to keep all communications from the CVB consistent we have also designed email signatures that can easily replace the ones
the city in order to encourage repeat travelers to come back and
events around the Midwest that the CVB attends. are text based signatures so they will be easily readable by all receiving email servers. Maple Fall Fest and the Dairy Fest. These shirts can be printed and either sold or given away at upcoming festivals.
65
66 66
Visitors Guide
Marsh eld
Visitor Guide
cover to implement the new logo and brand identity. The iconic Round Barn was used as the focal point of the cover and we utilized the burnt orange color from our color palette. NoVox have also included the mandatories including the phone numbers and website, however with this version we also included the Facebook and Twitter icons in order to encourage readers to visit our social
2012 edition would include this cover.
Banners
NuVox has designed two types of banners. A hanging banner and two standing banners. All of these banners were included in the overall budget and the full sized versions are available in the content DVD.
Its in our nature

1-800-422-4541
VisitMarshfieldWI.com
1-715-384-4314
67
T-Shirts
at festivals and events. We redesigned the Maple Fall Fest and Dairy Fest T-shirts to be fresh and new, stimulating a T-shirt for Marsh Field Day, a new event to be discussed recommend that all T-shirts are screenprinted for better quality and a more professional look.
Letterhead, Business Cards & email signatures

The stationary kit that we have designed includes
found on the content DVD and are printer ready.
68
CRE A T I V E D IG ITAL
Digital Advertising
NuVox Agency decided to utilize digital media because it is the most important channel for reaching our target market. Both the primary and secondary markets use travel websites and social media to seek travel information and book vacationst. A combination of display ads, a website redesign and email marketing templates were created in support of this campaign. While browsing other websites, our target market will be directly reached through display ads. These ads will people interested in central Wisconsin travel. A website redesign CVB for potential visitors who directly log on to the site. Finally, an email-marketing plan allows the CVB to push messages out to people who have shown an interest in receiving information about the city of
Digital Display Ads

Online newspapers, magazines and travel websites are an integral component of the campaign. Therefore, it is important to be as prominent in those channels as possible. With the given budget we the target markets interests, media habits and geographic location. The display ads are a continuation of the print ads, scaled down
placement and content. We have designed two standard digital banner sizes: leaderboard and rectangle. Both of these formats are accepted by websites that placements. The text below each image describes the movement of the text when displayed on a website.
69
70 70
Whats Inside
Leaderboard Ad: 728x90
Orange words change in a scrolling motion.
71
Romance
Rectangle: 300x250
Beginning graphic.
The Learn more button and logo appear. This ad links to
72 72
Giveaway Rectangle: 300x250
Beginning graphic.
Here appear. This ad links to the Giveaways tab on the redesigned Facebook page.
73
W eb s i t e R e d e si g n
website, NuVox Agency believes that the site has good functionality as well as relevant and detailed content. This being said, the design of the site is not as strong. The background coupled with the numerous amounts of busy photographs makes the homepage look cluttered and overwhelming, causing the usability to suffer.
The Facebook, Twitter, Survey, and Newsletter links have been combined, moved to the navigation bar under Connect With Us, and given a cohesive design. This simple organization allows for higher usability.
been placed at the top left corner, and the logos at the bottom have been evenly spaced out to create a more balanced and put-together look. In addition to the web page changes, we also suggest that the icon that appears in a browsers address bar to the left of the page name as seen in Figure 43. This will help visitors to easily identify have designed and coded the favicon which can be found on the content DVD.
we have incorporated the new branding and campaign theme. The the work is simply switching out images and colors for new ones. No major reformatting is required, which spares the CVB great expense and time. Overall, the new design is streamlined, crisp and matches the theme, Its In Our Nature. The major change that we have made was the color palette. It now corresponds to the palate of the rest of the Its in Our Nature campaign. The background of the body is now a beige-to-white gradient, and the footer is beige. Both the navigation bar and the Featured Events title bar is a burnt orange gradient. The current background of the site was kept in the redesign. It is important for a simple picture with a gradient at the bottom so it does not compete with the actual content of the site. Second, two of the three small pictures below the large photo box have been removed. The Visitors Guide is still in place, as this is an and replaced with text. This creates a cleaner look that will allow
like to feature.
74 74
75
Email Marketing
such as ticket prices, hotel accommodations and a schedule of events.
customizable HTML templates, capabilities to include pictures and links to the social media sites, and ways to track and report on engagement with the email messages. Emails will be sent to the addresses that have been accumulated over time including contact information from MVP card sign-ups, past events and those who have opted in for information on future events. Figure 44 demonstrates a template that can be made using the Constant Contact program.
76
Cre a ti ve Te l e vi sion
VO (Deep Male Voice): Its not about the number of pancakes you eat. Music: medium tempo upbeat music through the whole ad CU of a fresh pile of pancakes
VO: Its abo
M a p l e Fa l l Fe st T V Sp ot
Zoom out t tables in a b the backgro
VO (Deep Male Voice): Its not about the number of pancakes you eat. Music: medium tempo upbeat music through the whole ad CU of a fresh pile of pancakes
VO: Its about who you eat them with. Zoom out to a WS of families sitting around tables in a bright and sunny eld with booths in the background.
VO: Join us in Marsh eld, Wisconsin on September 17 and 18 for Maple Fall Fest. Go to VisitMarsh eldWI.com or connect with us on Facebook for tickets and more information. Fade to Logo
77
VO: Join us in Marsh eld, Wisconsin on September 17 and 18 for Maple Fall Fest. Go to VisitMarsh eldWI.com or connect with us on Facebook for tickets and more information. Fade to Logo
78 78
VO (Deep Male Voice): Its about your partners warm embrace as you dance the night away Music: Light romantic music CU of a D a n c e a nd R oma n ce Weeken d TV Spotmiddle-aged couple staring longingly in each others eye.
VO: and fal
Zoom out t dimly-lit ha band in the
Dance and Romance Weekend

Feb. 11-12
VO (Deep Male Voice): Its about your partners warm embrace as you dance the night away Music: Light romantic music CU of a middle-aged couple staring longingly in each others eye.
VO: and falling in love all over again. Zoom out to a WS of couples dancing in a dimly-lit hall with the music being played by a band in the background.
VO: Join us in Marsh eld, Wisconsin on February 11th and 12th for Dance and Romance Weekend. Go to VisitMarsh eldWI. com or connect with us on Facebook for tickets and more information. Fade to Logo

Feb. 11-12
79
lling in love all over again.
VO (Deep Male Voice): Its more than just toasting a fresh glass of milk SFX: Clink! Music: medium tempo upbeat music CU of a of three glasses of milk clinking together
VO: Its toas
to a WS of couples dancing in a all with the music being played by a e background.
Dairy f e s t TV S p ot
Zoom out to themselves take place a
June 4-6, 2011
VO (Deep Male Voice): Its more than just toasting a fresh glass of milk SFX: Clink! Music: medium tempo upbeat music CU of a of three glasses of milk clinking together
VO: Its toasting to the ones you love. Zoom out to a WS of families enjoying themselves in a eld as the Dairyfest activities take place around them
VO: Join us in Marsh eld, Wisconsin from June 4th to 6th for Dairyfest. Go to VisitMarsh eldWI.com or connect with us on Facebook for tickets and more information. SFX at end: Cows moo Fade to Logo
June 4-6, 2011
80
SA L E S PR O M O TION / P UB L I C R EL AT I O N S
Sales Promotion Objectives

by 10% over a one-year period To increase word-of-mouth by 25% over a one-year period
Marshfield Visitor Pass

MVP Card
is a rewards program designed to increase the amount of visitors
Visitors Pass, In The Marsh, Festival Giveaways, and Marsh Field the overall integrated marketing communications plan. NuVox Agency believes these percentages can be attained because the programs are newsworthy, important to our target market, and reach out to on prospective visitors who are looking to book a trip, allowing for greater interaction with visitors in the future.
Target Audiences
Baby boomers, aged 46-64 years old Young families, 30-45 years old The programs are intended to reach out to repeat visitors as
Marshfield Visitor Pass
81
82 82
The card will be available to order, free of charge, through a new page that will be added to the website. In order to request a card, potential visitors must enter their name, email address and mailing address. Contact information will be recorded to use for promotional emails and to ensure that duplicate cards are not being issued. All businesses who are interested in offering a special discount or promotion can apply. Businesses that apply will be placed on the MVP tab on the website and will be given a sticker as shown in Figure 46.
There are two options in managing the MVP program: 1) Scanable Barcode
able to support the scanning feature. This allows the CVB to track which business offers visitors are most interested in.
Accepted
ield Marshf Visitor Pass
2) Punch Card
This is NuVox Agencys back-up plan and can be easily implemented with minor changes to the MVP card. We recommend that each card consist of six check-boxes on the back. Each time a specifal offer is claimed, one of the boxes will be marked. This will help enure that cards are being used by visitors and
ere! H
Congratulations!
Youre on the MVP list for special discounts at Marshelds best shops, restaurants, and attractions. Check out VisitMarsheldWI.com for a list of participating vendors and start saving today!
Congratulations!
Youre on the MVP list for special discounts at Marsh elds best shops, restaurants, and attractions. Check out VisitMarsh eldWI.com for a list of participating vendors and start saving today!
83
Soci a l M e d i a
Facebook
In order to increase interaction with our consumers and engagement with the brand, we have placed a CVB social media pages. We have redesigned the FBML coding. This turns the Facebook page into its competitors with the new features we have added. Step-by-step instructions, including the coding, have been added to the content DVD. This allows the CVB to easily implement these changes. As seen in Figure 48, the landing page encompasses the new branding and has clickable buttons to the other features on the Facebook page.
84 84
In The Marsh
To push word-of-mouth about the fun and memorable created the In The Marsh program. We know that the best memories cannot be constrained by a picture frame, so we have designed a platform for visitors to share the rest of their stories. There will be a tab dedicated to the page where people can share photos and post their stories for everyone to see. Figure 49 shows how this tab will look on the Facebook page. Through this program the past and future visitors by facilitating conversation with them and creating a community of those connected to the city. In order to encourage participation in this program, the following strategies will be implemented: Create a platform for visitors to share the memories
repeat visitors Utilize past visitors email addresses to drive them to the In The Marsh Facebook tab Email addresses collected from festivals/ events sign-ups Create a Twitter account to link followers to the Facebook page Twitter updates can be automatically generated from Facebook updates to eliminate the hassle of maintaining two social media accounts followers can also be posted
85
Festivals Package Giveaway

potential visitors through vacation giveaway packages
50 for the proposed sweepstakes tab on the CVBs Facebook page. In order to be eligible for the sweepstakes, visitors must sign up on the Facebook page with their name and CVB Facebook page. It will also excite festival goers
email addresses to contact potential guests for future
T-shirts, a MVP card, and gift cards to local restaurants
A realistic goal is to receive at least 100 submissions per addresses during the campaign year. In addition these contacts are visitors who have demonstrated sincere
86 86
Ma rs h Field D ay
In addition there will be new Facebook default pictures that relate default picture feature, the CVBs social media presence will be kept current and up-to-date. Each of the following festivals will have a corresponding default picture: Marsh Field Day, Dance and Romance Weekend, Dairy Fest and Maple Fall Fest as seen in Figure 51. This will unify the new branding efforts and strengthen the role of social media for individual fesitvals. In order to capitalize on the presence of the world-renowned visitors out of the facility and into the city. The partnership between the CVB and clinic will be emphasized through an event called Marsh Field Day. Marsh Field Day has an emphasis on childrens health education through games, activities and information booths for parents and children. Vendors will also be present to sell food and memorabilia. To ensure the success of this event, the following strategies will be used:
June 4-6, 2011

Feb. 11-12
Clinic/Kids Wellness Department Incorporate Doc Marsh into the event with a pediatric focus Send out press releases to gain positive publicity for the event and bring in visitors Apply for the New Event JEM Grant with the Wisconsin Department of Tourism
Marsh Field Day

April 15
Maple Fall Fest

Sept. 17-18
87
To give the event a friendly personality, Doc Marsh will be used as in the clinic, he will be used throughout promotional materials that will target clinic visitors as well as recreational visitors. To publicize the event we will leverage free exposure through the use of press releases and e-mail marketing as well as the placement of print advertisements. An example of a poster/print advertisement can be seen below in Figure 53, as well as a t-shirt design in Figure 52. A full press release on Marsh Field Day can also be found on the content spread the news about the upcoming event. through the Wisconsin Department of Tourism. The JEM Grant offers
additional media to the marketing mix, including TV spots and direct mail.
Introducing... Doc Marsh!

NuVox Agency has redesigned Doc Marsh to be of higher quality. any size without losing quality. The new design also has more of a friendly feel and was designed to be more kid-friendly.
88
ME D IA PL A N
M ed i a P l a n
NuVox Agencys media plan includes the maximization of each of the following channels: magazines, digital media, collateral, email, and
we had to remove television from the plan due to its inherently higher ads on television, we created a second plan with a budget of around
their advertising budget, can be found on page 99.
separate media plans and divided them into a steamlined and ideal budget. Figures 54 & 56 show the spending break down for each budget by media type.
89
90 90
NuVox developed a media plan that centers around the peak tourism have been placed in earlier months, to take into account prospective visitors one month vacation planning period, as found in the research
Strea m l i n e d
91
I dea l
92 92
Key Media
TV
Green Bay
Online Newspapers
Leader Telegram Chippewa Falls Newspaper Wausau Daily Herald Madison Times Weekly Wisconsin State Journal River Valley Newspaper Green Bay Press Gazette Appleton Post Gazette
Eau Claire
Collateral
Wausau Posters Banners
Email
Madison Lists from client
Problems
Magazines
Wisconsin Trails Volume One Reunions Magazine problems. The budget is very limiting and does not allow for unsuccessful in the past as a result of to poor quality and a low rate of request for brochures. Also, the target audience prefers to use plans. Hence, traditional media may be less effective. Realistically, the people who are most likely to visit live only within 150 miles of the city, limiting the geographic target radius. The target audience
Digital Social Media

Facebook Twitter
Websites
Wisconsin Beautiful Travel Wisconsin Wisconsin State Farmer The Country Today messages are needed to enforce a brand identity.
93
Objectives
Overall, the plan utilizes media where the target audience seeks travel information. Through our research we know this to include TV, travel websites, word-of-mouth, and magazines. NuVox Agencys media plan aims to reach 20% of young families and Baby Boomers people living in the target geographic areas, and we plan to reach 240,000 people through the media placements. We will reach each of the target audience 1.5 times a month. However, the plan lacks some depth, as the media placements are highly selective in terms of the vehicle station and timing.
Rationale
TV
placing advertisements on TV past TV can demonstrate an emotional appeal and execute moving copy Local channels are affordable Ads can also be placed on closed-circuit clinic and hotel channels
Strategies
Magazines
The medium is highly targeted Readers are already in the mindset of the magazine subject
among the target audience. The media plan will utilize magazines that the target uses to seek travel information while using as little placements necessary in order to conserve the budget and maximize prospective visitors are in the mindset of seeking travel information. Digital media will also unify the print efforts and engage potential help strengthen the brand material at festivals and events within both in increasing attendance of events and festivals by reminding past visitors of upcoming events as they approach. Media spending will peak during the months of April and August, with additional heightened advertising during the month leading up to a festival
There is a freedom to select key months for placements Magazines offer the best quality for print advertisements The medium has a long shelf life and a high pass-along rate Although initial research did not support this medium, certain publications have large circulations and focus on subjects such as Wisconsin travel. Also, MRI demonstrates that both of the target markets are heavy users of magazines (Fall 2009
Digital
Digital is affordable with minimal production costs From the primary research, both of the target markets expressed that they use this medium to seek travel information and book vacations With digital comes a creative freedom by allowing for rotating images and text The medium is measurable Digital has the ability to drive consumers to the website and social media to encourage word-of-mouth
Bay, Eau Claire, Madison, La Crosse, Chippewa Falls, and Appleton.
94 94
Collateral (banners and posters)

Collateral has a long shelf life branding Collateral has good quality for print advertisements
Email
Email has minimal costs target market that were gained through repeat visitors The messages can be personalized The medium has the capability of driving the target market to the website and social media sites
St re a m l i n e d Brea kd ow n
The media plan, shown in Figure 58, is a spreadsheet of all the
medium, vehicle, coverage, unit type, unit price, number of units, and total cost. As seen in Figure 59 it is noticeable that placements are heaviest during the months budget is streamlined to match all TV placements were removed to prevent over-spending. These spreadsheets are available on the CVB can design a media plan that is suitable to their needs and budget.
95
96 96
I dea l B rea kdown

plan, as laid out in Figure 60, was created to be used with a larger budget. In our budget section on page 99, we advertising budget. With a larger budget, NuVox was able to include TV placements and greatly increase the overall reach and frequency. Figure 61 gives an easy-to-read breakdown of total spending by month.
97
98
BUDG E T
Budget An a l ys i s
mpaign within the given budget
99
10 0 10 0
Fees
I n cre a s i n g t he Bu d g et
Joint Effort Marketing Grant
Applying for the Joint Effort Marketing Grant through the Wisconsin by 200%. The Wisconsin Department of Tourism gives out up to
the Maple Fall Fest and Dairy Fest. This will bring in an estimated
CVB to attract more visitors by implementing a more extensive and farther-reaching campaign.
Destination Marketing, Existing Event and New Event. Each category
The Destination Marketing category offers funding to projects that focus on the citys unique selling points. The Existing Event category can be applied to targeting a new geographic or demographic market, or advertising in a new medium for an event that already exists. to increase the attendance and revenue of Dance and Romance Weekend. The New Event category applies to a new event that will for Marsh Field Day.
an extensive application to the Wisconsin Department of Tourism. The application includes a project description, goals, tracking expenditures, target markets, public relations plan, media plan, can be found at http://industry.travelwisconsin.com/Grants/JEM/Apply. aspx. Funding can begin 90 days after the Department of Tourism receives the application.
101
10 2
A DD ITIO N A L R E C O MMEN D AT I O N S
T h e T h ree -Yea r Pl a n
When the US 10 expansion project is completed in 2012, the
A n t i cipation Em ails
By establishing the consumer journey, as seen on Page 44, NuVox
recommends the following actions be taken.
A phase where emotions are high and the excitement begins to grow about the vacation. This step is often overlooked by
advertising dollars should be spent on a wider geographic radius. Almost overnight cities closer to I-94 to the west such as Eau Claire, and cities closer to I-39 in the Fox Valley will be been bridged by the set for people who value an easy destination in which to travel while going on vacation. We recommend that branding messages be disseminated throughout these better connected areas. Through only being seen as a place to go for a festival, but also a place to go because its an easy drive for prospective visitors. Therefore, NuVox believes that spending more dollars towards reaching people going qualitative research we found that personal connections formed at hotels are important. By supplying email templates to hotels in have already booked hotel rooms.
impact at this stage, it may help boost opinions of the city and begin the experience before these vacationers even arrive. phase by implementing an email marketing campaign. By using Constant Contact to send personalized emails to future visitors, charm as stated in the new positioning statement.
103
10 4 10 4
J E M D e s t i n a t i on Mark e t i ng G r an t
developed by the NuVox Agency to apply for the JEM Destination Marketing Grant available through the Wisconsin Department of Tourism. According to the Wisconsin Department of Tourism Web site, this Grant will be awarding dollars to projects that market your areas point-of-difference - thats your brand - and leverage state
SEO R ecom m endations

Search Engine Optimization allows for websites on the internet to
through engines like Google, Bing and Yahoo, NuVox Agency working with your current webmaster these steps can be easily implemented.
from other cities throughout the state. We have attached our full proposal as an editable Adobe InDesign
Fix Keyword Meta-Tags

The sites current coding is not optimized for search spiders which index wwebsites on the Internet through keywords and content.
The full guidelines can be found at http://industry.travelwisconsin. found in this book.
F a c e b o o k C l eanup
have the following recommendations:
hindering the current indexing on the site. Black Hat SEO tactics such as spamdexing present on the current site means that it runs the risk of being dropped from the engines, or at least being removed from high rankings. This current technique used in the keyword section on the site. The hidden listing of these keywords on the homepage should be taken off. Instead of having a long list of keywords, spiders prefer indexing a shorter more representative list of words supplementing content on the site. Therefore, to maximize searchability, we recommend the sites keywords for the hompage be:
is not regularly utilized by the CVB and can be confusing to consumers searching online.
CVB. The full name can be overwhelming to users searching for it on Facebook. Because the term CVB is recognized nationally as standing for Convention and Visitors Bureau, there would be no confusion with this change.
105
Current
Proposed
wisconsin travel />

expo, Convention and Visitor Bureau, Convention and Visitors Bureau,
Increase Page Rank and back links.

Since SEO is all about closing the circle, meaning that all indexed information by bots should be relevant to one another, we recommend that all links on the site, link back through the site. Doing this closes the circle, allowing the site to be higher in search results. By having other sites link to the CVB page, the page is deemed more important by Googles spiders constantly crawling the internet and increases the sites Page Rank (a term named after Google
fall fest, dance and romance, hub city days, central wisconsin state fair,
crosse, eau claire, wildwood zoo, worlds largest round barn, news visions Marathon County, Town of Hewitt, Town of Arpin, Town of Lindsey, Town of McMillian, Town of Lincoln, Wisconsin Rapids, Town of Day, Rotary Winter Wonderland, comfort inn, amerihost, holiday inn , holiday inn conference
to them. The CVBs Facebook page, Twitter page, PR sites, Vendor businesses and each of the areas hotels.
downtown, NTA Convention, Jewelry Show, Historic Preservation, Mothers Day Art Fair, Dairyfest, Wood County, Maple Fall Fest, attractions, activities, events />
10 6 10 6
The most important tags for SEO are

Title- This should be 5-10 words, include the CVBs name, and be a total of 90 characters. This is a summary of what the page has to offer. It should be at most 170 characters. Each page should have around 10-20 keywords, amounting to approximately 900 characters. Keywords should relate to content on the site, not a random listing of words. These are also what prospective travelers will hopefully be searching for.
Remove Unnecessary Tags

The tags of author, copyright, rating, and robots are unnecessary and/ or outdated for SEO purposes. NuVox discovered these in the current following tags: <meta name=author content=SchillerMedia (DLS) />
<meta name=rating content=general /> <meta name=robots content=index,follow />
NuVox has reworked these tags below, making search engines pick them up more easily.
<meta name=description content= Located in Central Wisconsin,
events./>
wisconsin travel, central Wisconsin vacation, traveling wisconsin />
107
10 8 10 8
B ib lio g r a p h y
id=482999
minnesota/34314-fabled-minnesota-work-ethic.html
ld%2C+WI%2C+US&sstate=&scountry=&sradius=80.00&slat=44.66668&slon=-90.17383&schain=CI&exp=&scity=&sort=&type=&map=n&rst art=Starting+Location&rend=Ending+Location&dateFormat=mm/dd/yy&arrivalDate=02/25/11&departureDate=03/25/11&srp=RACK&nroom=
id=483001
109
.html
boomers-social-media/
homestead
http://books.google.com/books?id=8gwb84yT1mMC&pg=PA37&lpg=PA37&dq=macro+environmental+trends+travel&source=bl&ots=Mpi35a MQ6AEwATgK#v=onepage&q=macro%20environmental%20trends%20travel&f=false
social-media-trends-for-2011-social-commerce-in-top-spot/
news/travel-industry-to-boost-spend-on-social-media-marketing-in-2011/
11 0 11 0
com/2010/07/jurustic-park-recycled-metal-dinosaurs/
Research/Hidden%20Research/2009%20Highlights.pdf
111
id=482447
Research/U%20S%20%20Travel%20Outlook%20Forum%20-%20A%20Look%20Ahead.pdf

Marshfield CVB Campaign Book

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marshfield CVB Campaign Book

Uploaded by

Copyright:

Available Formats

M ARSH F I E LD

6 8 12 38 46 48 52 56 56 64 68 76 80 88 98 102 108 DVD

An issue that is likely contributing to the slow tourism business is

however, is currently under construction and will be a four-lane highway by 2012.

West Fifth/Sixth Street, and West Park Street.

Baymont Inn & Suites is a subsidiary of Wyndham Hotels and Resorts

each allowing for a capacity of 300 people. The types of conventions

conventions, as many convention-goers like to meet in the middle.

hospitality industry through aggressive marketing of its attractions,

2009, explaining the large increase in income from 2008-2009. After

Visitors Guide Explanation:

Current and Past Promotions

Event T-Shirts Explanation:

Promotional Videos Explanation:

four times in 2011 on major television networks.

well, especially JuRustic Park.

Newspaper Advertising Explanation: Explanation:

Doc Marsh Explanation:

potential family-bonding activities that could bring families together

who hadnt considered staying before.

A: Eau Claire / B: Wausau / D: Stevens Point / E: Wisconsin Rapids

Social Media Breakdown

Packages: Romantic Getaway Package Two-night stay

operating brewery Sculpture Park 150-year-old farmers market Planetarium

Social Media Breakdown

Social Media Breakdown

Social Media Breakdown

casino credit and free shuttle to and from Hotel Mead

of women surveyed made their own travel decisions, including the

30 45 years old (%) 59 73 82 91 68

46 65 years old (%) 56 83 78 87 79

1. Moms are family-oriented

3. Personal connections at hotels are important

4. Midwesterners love their food 2. Midwesterners have a strong work ethic

to share positive experiences and begin to build a strong community.

present 20% growth, achieving a total 25% growth by 2012-2013.

Secondary Target Market

Both Target Markets

Minneapolis, Milwaukee and Chicago.

Conference Center. The majority of attractions have no admission fee, such

inviting destination with a small town charm.

OFFICIAL COLOR PALETTE

Its In Our Nature

C reative Str ategy

Connect with us on Facebook Marsh eld CVB

Connect with us on Facebook Marsh eld CVB

Connect with us on Facebook Marsh eld CVB

Connect with us on Facebook Marsh eld CVB

Connect with us on Facebook Marsh eld CVB

Connect with us on Facebook Marsh eld CVB

Stationary, business cards & email signatures

the city in order to encourage repeat travelers to come back and

2012 edition would include this cover.

Its in our nature

Letterhead, Business Cards & email signatures

found on the content DVD and are printer ready.

Digital Display Ads

Leaderboard Ad: 728x90

Orange words change in a scrolling motion.

The Learn more button and logo appear. This ad links to

Giveaway Rectangle: 300x250

such as ticket prices, hotel accommodations and a schedule of events.

VO: Its abo