THANK THANK YOUYOU The Pioneer 6 would like to thank everyone who has helped us throughout this entire experience. During our two-month stay in Ohrid, Macedonia, we have had the pleasure of meeting truly amazing people with so much hospitality and kindness, and have experienced so much of what this country has to offer. We deeply love Macedonia and its people and culture.
EMBRACE THE U N K N OW N:
THE TEAM THE TEAM Robert Wilhoit Managing Director
Jamie Russell Photographer
Jordan Williams Designer
ZoĂŤ Sadler Creative Director
Jamie Borzik PR Specialist
Keri Rouse Videographer
AN IMC PLAN FOR I N C R E A S I N G TOURI SM TO THE LAKE OHRID REGION
PARTNERS PARTNERS
IT ALL STARTS WITH THE UNKNOWN
FOUNDATION ФОНДАЦИЈА OPEN ОТВОРЕНО SOCIETY ОПШТЕСТВО MACEDONIA МАКЕДОНИЈА
Concept
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Target Market
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5
Television
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Radio
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Website
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Sales Promotion
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Direct Marketing
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Billboards
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Social Media
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Public Relations
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Budget
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Logistics
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The Last Word
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Partners
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LAST WORD LAST WORD
CONCEPT CONCEPT
To track the effectiveness of the campaign there are several methods and time frames to consider: MONTHS
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The online presence and database can be evaluated by looking at social media, website traffic, and the email count.
MONTHS
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Considering many Americans do not know where Macedonia, let alone Ohrid is, the concept is to play off of the “Unknown” in a positive light. One may wonder how this could be positive, but with the right attitude it becomes exciting. It may be “Unknown” before visiting, but after visiting it becomes “Unforgettable.” This concept transforms a negative word, “Unknown,” (which can be scary), into an “Unforgettable” experience which is remembered forever by our target audience. The logo we created below expresses the concept in a mysterious, but “wanting to know more” way.
The online progress should be monitored on a regular basis.
Tracking the web traffic and social media allows one to effectively adjust the information released and judge the placement of ads.
UNKNOWN
from the
to the
UNFORGETTABLE
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2
TARGET MARKET TARGET MARKET
LOGISTICS LOGISTICS Just how do we reach the Boomers? There is one thing to be understood: it is very expensive to advertise in America, so the plan is to start in Pennsylvania and then roll the campaign out into the neighboring states of Ohio and Maryland.
Our target market is the Baby Boomers. 74 million Americans (1946-1964) who are retiring at a rate of 10,000 per day. The Boomers can be divided into: The Young Ones (1955-1964) and the Seniors (1946-1954).
30% travel internationally and 30% of those trips are to Europe.
Pennsylvania
Ohio
Maryland
50% of vacation money spent in the USA comes from Baby Boomers.
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20
19 Print (EUROPEAN MARKET)
DVD
Contest
PR
Online/ Digital
Radio
Television
Billboard
Media Schedule Jan.14
Feb.14
Mar.14
Apr.14
May.14
Jul.14
Aug.14
Sep.14
Nov.14
TOTAL COST
TELEVISION
Primetime Television, News & Information, and Sports. RADIO
Sharing Video
Online Banking
70%
Travel Reservations
Buying Goods
$162,050.00
$24,000.00
$138,050.00
$4,000.00
$5,000.00
$12,050.00
$36,000.00
$36,000.00
$45,000.00
Total
81%
Select formats such as News/ Talk, Sports, Oldies, and Classic Rock.
Social Media
Dec.14
TOTAL COST US MARKET
Oct.14
Researching Products
Jun.14
Jan.14
BUDGET BUDGET 69% of Boomers use the Internet daily and they use it for:
68% 55% 43% 39%
MEDIA HABITS MEDIA HABITS RADIO
Newspapers and Magazines (specifically AARP Magazine.)
RADIO 4
HEADLINE
(Lake Ohrid Region)
People
PRINT PRINT
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SUBHEADLINE (from the unknown to the unforgettable)
PUBLIC PUBLIC RELATIONS RELATIONS The introduction of the “Embrace the Unknown” campaign will be announced through distributing press releases to the media. The campaign will break in the state of Pennsylvania and then rolled out to neighboring states, Ohio and Maryland. By introducing in one state and rolling out to others is an innovative way of stretching limited advertising dollars, in other words getting more buck for one’s money.
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the backbone of the campaign and will be the first thing the reader sees. Add to this the complementing and striking visuals and the reader has no option but to read the heartwarming copy resulting in any marketer’s dream: EFFECTIVE PROMOTIONS!
Lake/Scenery
Cuisine
People
Architecture/ History
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18
SOCIAL MEDIA
SOCIAL MEDIA
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Lake and Scenery
Social Media (such as Facebook) is used for the Boomers to find information, promotions, and ask about traveling to Macedonia. On these sites, the Baby Boomers can “like” or “follow” the page created for the “Embrace the Unknown” campaign. These social media pages also display the website address of the campaign, and allows for viewers to “click” on the address to be directed straight to the website. Thus, even if viewers do not know about the website, they can find out about the campaign on a social media site. The social media websites will also be used for advertising. To do this, one pays a certain amount of money to have the campaign’s social media page displayed to those with similar interests.
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FROM THE
TO THE
UNKNOWN UNFORGETTABLE
MACEDONIA
LAKE OHRID REGION
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WWW.UNFORGETTBALEMACEDONIA.COM
Architecture and History
PRINT PRINT
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LAKE OHRID REGION MACEDONIA
Again “From the unknown to the unforgettable” is prominently displayed over an attention-grabbing visual.
WWW.UNFORGETTBALEMACEDONIA.COM
TO THE
UNKNOWN UNFORGETTABLE
Cuisine
FROM THE
BILLBOARDS BILLBOARDS
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TELEVISION TELEVISION
DIRECTMARKETING DIRECT MARKETING
Four 15-minute TV spots, representing our four-category concept, will be aired during the first few months of the 2014 campaign. Each spot reflects a category (People, Cuisine, Lake/Scenery and Architecture/History) and incorporates footage shot around the Lake Ohrid Region. It opens with a title:
We have produced a 5-minute DVD. Set to Macedonian music, and following our four categories (People, Cuisine, Architecture/History, Lake/Scenery) it shows off the beautiful Lake Ohrid Region area. The DVD will be mailed to those whose addresses were obtained when they entered the contest.
“Unknown to many but loved by all who have traveled here best describes the Lake Ohrid Region where …” People
Cuisine … the people are as warm as the sun
…the architecture whispers of a rich history
…every meal tastes home-cooked
Lake/Scenery … she fans the shore; making for a pleasant surrounding, day and night
Architecture/History
Each spot ends with a freeze frame with logo, slogan and website details, such as: Lake Ohrid Region (logo), From the Unknown to the Unforgettable (slogan), and www.unforgettablemacedonia.com (website).
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WEBSITE WEBSITE Call-to-Action links to increase traffic to our social media outlets.
Rotating background photos to show the user different views of the Lake Ohrid Region.
Drop-down menus to show the user different options available on the website.
A “hover-over” feature to offer the user a preview of the page’s content.
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Language options to suit the user’s preferences.
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RADIO RADIO
SALES PROMOTION SALESPROMOTION MVO:
Unknown to many but loved by all who have traveled here best describes the Lake Ohrid Region in Macedonia. SFX: Music up and under throughout MVO: Here, the people are as warm as the sun and every meal tastes home-cooked. To get the Boomers more excited about discovering the Lake Ohrid Region, we will be running a contest offering a 2-week all expenses paid trip to Macedonia, as the prize, allows for more exposure and the collection of email and home addresses. This will be the start of building a database that allows for constant and immediate contact to those we want to attract to Macedonia. Above, and to the right, are example ads that users will see while searching the Internet for places to vacation.
In the Lake Ohrid Region the architecture whispers of a rich history and just when one thinks it cannot get any better, Lake Ohrid fans with her cool breeze making for a pleasant surrounding, day and night. SFX: Music up briefly and then under for duration MVO: Be surprised again. Visit the Lake Ohrid Region and experience love at first sight. The Lake Ohrid Region, Macedonia. From the Unknown to the Unforgettable. SFX:Music fades
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