THE GOAL To raise awareness of Eldora as a quality ski/snowboard destination and consequently increase College Season Pass sales to 10,000.
TARGET CU Boulder students ages 18-23 who ski or snowboard. Primary: incoming freshman who currently ski or snowboard or want to learn Secondary: remaining CU students who seek a quality skier/rider experience that's convenient and affordable
CONSUMER INSIGHT "Colorado has great skiing. But as a college student, I don't have a lot of extra time, money or even a car. I would love to hit the slopes on a regular basis but it may not be in the cards."
The Rebrand: Eldora College Branding is outdated. Wanted to create a branding image to specifically target college students. Reposition Eldora as a premier ski destination known for its close proximity and terrain. Slogan to connect this connotation of quality to aspects of college life all students have in common.
A CLASS OF ITS OWN.
WEB
Facebook, cubuffs.com, CU Boulder Ski Team webpage
SOCIAL MEDIA One of the fastest growing social media outlets. Perfect for conveying action of skiing or boarding and the excitement of being in the mountains. Vine video contest using the hashtag #eldora101. Winning entry will be rewarded with a Eldora unlimited transferable pass.
SOCIAL MEDIA http://seenive. com/v/920802412372041728
SOCIAL MEDIA App to compete with other big resorts. Tracks days skied, vertical feet traveled, and pictures taken by Eldora Mountain Crew. Pictures can be uploaded directly from app to Facebook, Twitter, and Instagram. All pictures will feature Eldora's new college logo to promote the brand with users' social media networks once shared.
STICKER DROP Build hype about the new brand. Stickers will be "dropped" on CU Boulder Campus in locations such as student center, gym, dorms, etc. New logo but no explanation. Drop will take place in spring to build hype before season passes go on sale and before launch of rebranded Eldora College website.
BUS STICKERS
AFTER HOURS Eldora College Nights: the on-hill night time party Discounted individual lift tickets, Vendors, DJs/Live music, Discounted Food, Givaways Open to any college student
CAMPUS PR Bring a Friend Day +1 guest per pass on certain days Aim to get students to switch to Eldora as a group Student more likely to switch if their friends ski/snowboard there
Support
SUPPORT 1. Advertising the quality of the resort while still employing humor to connect to the college aged target audience 2. Engaging target age market through popular social media 3. Easy to replicate/adapt over time