HOODOO
HOODOO 3 Situation Anaylisis 7 Strategy 9 Demographics 11 Media 13 Creative 19 Conclusion 21 Style Guide
THE PROBLEM •Hoodoo’s biggest competition are kids weekend sports. Families will choose to enroll their children in non-snow sports for the sake of convenience and flexibility. They would rather not make the trip up to the mountain and stay local on the weekends. •Currently, Hoodoo’s website is hard to navigate making it difficult for potential customers to effectively use the site. •Local weather forecasts pose a problem for ticket sales because the forecasts are not always accurate. Customers rely heavily on the news when making the decision whether or not to spend the day on the mountain. •As of now Hoodoo’s advertisements do not effectively communicate with its target audiences.
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SITUATION ANAYLISIS
SITUATION ANAYLISIS 4
5 SITUATION ANAYLISIS
THE SOLUTION
Hoodoo can solve its problems by creating awareness through a widespread of media outlets and effectively reaching and communicating with their customers.
SITUATION ANAYLISIS 6
HOODOO DEMOGRAPHICS FAMILIES Children: toddler to early teen Parents want to create family memories and share time together
NOVICE SKIERS AND BOARDERS Ages range from 20 years old to early 40s They want to learn a new sport to enjoy with friends and family
7 AUDIENCE
AUDIENCE 8
HOODOO PSYCHOGRAPHICS
9 AUDIENCE
COMMUNITY
AFFORDABILITY RELIABILITY Families want to find a ski area that will not put too much of a dent in their wallets. For parents, Hoodoo is a place that is not only affordable, but also reliable and safe for their children. Novice skiers and boarders will find, Hoodoo is a great location for trying to regain their “ski legs.� These novice skiers and boarders are outdoorsy and eager to get back on the mountain.
AUDIENCE 10
MEDIA MIX
RADIO •D.J. mentions Hoodoo •Ski lift giveaways during peak hours
SOCIAL MEDIA •Facebook •Twitter •Tumblr account
PRINT •Billboard Magazine
WEBSITE •Redesigned website •Launch by September
11 MEDIA
CALENDAR
FINAL BUDGET
HOODOO SHREDDERS PROGRAM • Contact local youth programs to organize ski CONTACTS and boarding trips HO
OD
• Set up a group rate • The kids will be split into levels based on age and skill level o Little Shredders o Jr. Shredders o Shredders
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•TWO 50: 541.736.4544 •YMCA : 541.372.4576 •YOUTH CD : 541.372.4576 •LANE : 541.372.4576 •UO KIDS : 541.372.4576 MEDIA 12
SOCIAL MEDIA
13 SOCIAL MEDIA
Establish a social media intern position 路 Intern is a college student 路 Off- or on-site intern Change Twitter and Facebook icon to either the 75 Anniversary logo or general logo 路 Important to have a dialogue with potential customers 路 Utilizing social media will allow Hoodoo to convey its brand personality Create a Tumblr account Post photos to blog Instructors and other Hoodoo employees write weekly blog posts Intern is in charge of editing and posting these blog posts
SOCIAL MEDIA 14
COASTERS • Coasters will be distributed to restaurants and bars in the Corvallis, Eugene, Bend and Salem areas • By providing businesses with coasters, Hoodoo will increase its overall awareness • The coasters will act as a visual reminder to former customers
HOODOO 14 CREATIVE
BILLBOARD STATIC BILLBOARDS • Utilizing billboards will allow Hoodoo to gain more exposure • Billboards will be placed on major Oregon highways • Hoodoo’s static billboards will give the ski area consistent advertisement and will reach commuters DIGITAL BILLBOARDS • Digital billboards located in Salem, Corvallis and Eugene (currently being built) • Digital billboards are located in areas that reach a large quantity of potential customers • By using digital billboards, Hoodoo will be able to update the public about snow conditions or any deals currently being offered
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CREATIVE 15
PRINT MEDIA MAGAZINE ADVERTISEMENTS • Hoodoo print ads will be two full pages separated by an unrelated page in between (i.e. a story or article) • Advertising with magazines will allow a specific demographic to be reached
• Provided is a list of magazines that would be beneficial for Hoodoo to advertise with o Eugene Magazine o Portland Monthly o Willamette Valley Life o Northwest Travel Magazine • Northwest Travel Magazine hopes to include Hoodoo in a travel piece they’re publishing in their winter issue on small ski resorts 16 CREATIVE
MOUNTAIN CREATIVE 17
WEATHER >
BUY TICKETS / VISIT / MOUNTAIN / 75 / ABOUT
F
18 CREATIVE
L
&O
THE WEBSITE
• The updated website will enhance customers user experience • The proposed design is user friendly and visually appealing • The redesigned website will translate well to iPads or smartphones
CREATIVE 19
OUR CONCLUSION By executing this campaign, Hoodoo’s lift ticket sales will increase. The presented plan raises awareness about the ski area while encouraging former customers to return to the mountain. Utilizing magazine advertisements will reach our goal demographic. Billboards both static and digital, will be located in heavily trafficked areas. Continuing to establish relationships with local radio stations will broaden Hoodoo’s advertising. Through our observations, we discovered Hoodoo’s unique and friendly culture. Currently, Hoodoo’s brand identity is strong, but people who do not normally choose Hoodoo are unaware of its community. We believe the proposed campaign will not only increase revenue, but also help characterize the Hoodoo brand.
20 CONCLUSION
CONCLUSION 21
STYLE GUIDE
22 STYLE GUIDE
GOTHAM
WAS OUR TYPEFACE FOR
THE SOLUTION
HEADERS
STYLE GUIDE BANNERS
THE COVER
COLOR PALLET
MEDIA 20