Laura Johnson Brennan Causseaux Ryan Messex David Simmons Jake Crider
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Executive Summary Growth. Awareness. Promotion. Social Media. These four things are the emphasis for the Marketing plan of Jeffers Bend. Jeffers Bend hopes to achieve growth and increase awareness by creating new, exciting promotional events and effectively using social media to its fullest potential. The current situation with Jeffers Bend is the lack of awareness or reasoning to visit the park due to not using resources to their fullest capacity. Jeffers Bend is located in a small town in Western Kentucky. While many members in the town have probably heard of the company’s name, Jeffers Bend needs to position themselves uniquely in the eyes of their consumers. What is that one thing that makes Jeffers Bend different from any other park? Jeffers Bend will not only offer educational events but will host family-oriented events such as summer concerts in the park. Unlike many places in Hopkinsville, Jeffers Bend will be the new home to many family gatherings. Members of the community will be able to host gatherings such as weddings, family reunions, birthdays and much more. With a makeover, Jeffers Bend will be prepared to take on many of these new projects. Jeffers Bend will get a brand new feel. First, a slight change to the company will be needed. Most consumers already shorten the name from Jeffers Bend Environmental Center and Botanical Gardens to just simply Jeffers Bend. Consumers are more likely relate to a simpler name in which they understand. With a new name and logo that represents the earthy, simple nature aspect of the overall brand, the brand will be reflected in every part of the promotional and social media aspect. Consistency is important to the rebranding of Jeffers Bend.
Page |3 Social Media will have a heavier emphasis and will be the primary tool for communication as a conversation starter to maintain relationships with consumers. A social media intern will be hired in order to take the on the full time responsibility of using social media. Overall Jeffers Bend is a unique non-profit organization. The excessive amount of beautiful trails lends itself to an endless amount of possibilities for nature related events. These events will then give consumers reasons to not only initially visit Jeffers Bend but to come back, creating a brand loyal community.
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Current Product/Services Situation
5
Company Situation
5
Current Market Situation
6
Macro-environmental Situation
7
Competitive Situation
8
SWOT Analysis
9
Objectives
10
Segmenting Strategy
11
Target Markets
12
Marketing Research Strategy
14
Customer Service Strategy
15
Promotion
16
Advertising
18
Public Relations
19
Internet Marketing
19
Branding
20
Additional Suggestions
21
Projected Profit and Loss
21
Controls
22
Conclusion
23
Appendix
24
References
25
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Current Market Situation Current Product/ Services Situation Jeffers Bend is an environmental center and botanical garden. They have great facilities to support botanical and environmental learning (Jeffers bend,.) Jeffers Bend is a non-profit organization that receives government assistance. Grants and other money from government agencies around Kentucky support Jeffers Bend. They also host special events that they charge a small amount for to attend. Aside from the learning activities for k-12 students, they also host many events for the youth, and even do annual fundraising events. Annually with the government assistance, they have revenue of around $35,000 (Jeffers,.) They have great growth potential and plan to increase their revenue exponentially with increased community participation and awareness. Since they are a not for profit organization the money earned by Jeffers Bend goes towards improvement and growth of the center.
Company Situation Jeffers Bend is in an ideal situation. In Hopkinsville, they are the only park of its kind in the surrounding area. It was once a water treatment plant, which was transformed into an environmental and botanical center. They have shown company growth the past years through community attendance of their events, which in turn increases their revenue. Along with this, they have set goals to further increase attendance in the coming years. Jeffers Bend has plans to increase construction cost to further renovate and increase the size of the center. They have estimated almost $700,000 in construction costs for the park(Jeffers Bend,.) Jeffers Bend is run through a series of eight committees. Within the committees, Jeffers Bend has around 30+ employees, and they receive some manual labor from inmates at the Christian County Jail.
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Current Market Situation In the city of Hopkinsville there are many different factors affecting Jeffers Bend and their current market situation. These factors include age, gender, population, location, income and other factors like marketing strategies and advertising (Hopkinsville,.) America is becoming more health conscience and environmentally educated after increase child obesity and the rise of addiction to video games in the midst of early 2000’s. Hopkinsville is a rural, mom and pop kind of town that embraces agriculture and the land they live on. Therefore, it is much easier in a town like this to get folks to come out to outdoor events at Jeffers Bend, especially when the weather is nice. With only three other parks in the town that offer educational value, schools from all over Christian County, have a great opportunity to take trips to Jeffers Bend and learn about the history behind the water quality buildings and the outdoors in general. With the average age in Hopkinsville being at 36 years of age (Hopkinsville,) easily, residents should flock to Dinner by the River during the summer for an inexpensive date. With the average age of the community being 36 that means that, there are plenty of children who should be going to Kids Fishing Trip that are put on annually. In addition, the average income per household in Hopkinsville is $34,000, which is $6,000 lower than the state average. This means a nice, romantic and scenic trip to Jeffers Bend is a great way to have a less expensive date or just spend time with family and friends. The overall Facebook page does not reach the standards needed to draw attention from the consumers desired due to the lack of quality information. Although, social media may seem a simple task to upkeep, it is actually a full time responsibility. Being a non-profit organization, Jeffers Bend faces the dilemma of finding an individual to give Jeffers Bend’s social media their full attention. However, because social media reaches so many people freely, it is a necessity for any non-profit to have. If only twenty people came out because they saw it on Facebook that is still twenty more people that can
Page |7 spread the word. In addition, a Twitter page is necessary for Jeffers Bend. Twitter is able to communicate message instantly to a growing population. The benefit of having multiple social media sites mean that they can reach a more diverse population and fortunately, be maintained and connected to one another easily.
Macro-environmental Situation There are many macro-environmental aspects to take into consideration for Jeffers Bend. These aspects include sociological, technical, economic and political. There is a large shift in process for the children and teenagers in all communities. Today, there are more kids staying inside and playing video games rather than going outside to hunt and fish. There are initiatives by many large organizations to get kids more active in order to live a healthier lifestyle, but with less kids going outside, the market for places like Jeffers Bend is becoming smaller and smaller. A big contributor to this trend in the United States derives from another macro situation, which is the technical aspect. Over the last ten years, technology has advanced at a higher rate than anyone could have imagined. It has created a faster paced life for adults and kids alike. The Internet has allowed people to find any information they want at the click of a button and video games have taken kids’ attention. People no longer have the patience or desire to go outside, enjoy the outdoors or learn from experience when Google is around to answer. The economic impact of our country has also taken a toll on the potential customers of Jeffers Bend. With the poor economic conditions people are living in, they have less money to spend on things for their own pleasure, like fishing, camping, or taking their kids out for a fun-filled day. This has had a great impact on the number of people that look to go to outdoor places like Jeffers Bend, which has created a small number of potential customers. Along with the economic aspect, the political role also has a major impact on parks funded by the federal government. With more money needed to help support greater causes than parks, grant money has been taken from places like these and given to
Page |8 other places with higher significance. This has made it harder and harder for parks to be kept up with and running. Table 1
Competitive Situation
Competitor
When looking at the competitive situation, there are many different types of parks that come into play in
Walking Trail Trail of Tears Picnic Areas Commerative Park Restored Log Cabin
the Hopkinsville area. To narrow down actual competitors, one must look at parks that offer similar things
Offerings
Fort Campbell
16 Acres
Memorial Park
Paved walking Trails
Pennyrile Forest
Campsites
State Resort Park
Horse Trails
to Jeffers Bend. Jeffers Bend has many offerings already, and the potential for many more. Now Jeffers
200 miles of hiking and
Bend offers activities such as bird observations, an amphitheater, environmental classrooms, 2.7 miles
Land Between the Lakes
biking trails 985 Campsites
of walking trails, archery stations, and a lake that is used for canoeing and
Lake access for fishing
fishing. Table 1 shows parks that have the potential to take business away from Jeffers Bend by offering similar activities.
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Table 2 Strengths
Education
Outdoor activities; fishing, hiking, canoeing,
archery, survival skills training
Funding- must bring more people in to fund ongoing projects
Website- does not list hours of operation or activities that can be done on a day to day basis
Supporters of Jeffers Bend from many different
backgrounds
Weaknesses
Advertising- people need to know it is a place you
Actions taken to improve the community;
can come back to over and over for different
installed walking trails, prepared four river sites
purposes
for fishing, and installed canoe access to three
Recreation activities on a day to day basis
sites
Not enough events to bring people in and make
Only park to provide all the activities in one place
them aware of the park
Opportunities
National awareness of kids needing to be active
More schools trying to take field trips outdoors
People with more interest in outdoor activities
Threats
Other campsites- people can hunt and hike but also stay for a weekend
State Parks- horseback riding, hunting, historic sites
Lacking visitor experience- if visitors do not feel there are different things to do, they will not come back.
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Objectives: Objective I: Increase overall awareness of Jeffers Bend by 50% within a year One of the most important objectives for Jeffers Bend is to increase their overall awareness. It is important to make the overall brand name of Jeffers Bend within not only the local community, but also surrounding counties. When one hears the name of Jeffers Bend, they will associate it with a fresh, ecofriendly and educational park center. Within a year, Jeffers Bend will increase their awareness by 50% by implementing strategies such as frequently using social media sites, creating new promotions, collaborating with other local non-profits and offering new activities at Jeffers Bend. Success will be measured through social media metrics and overall visitations number. Objective II: Increase promotional Event attendance by 25% within a year Not only is it important to establish a well-known brand name, but also to create promotional plans that will continuously support the brand and values of Jeffers Bend. Through various promotional and new services offered, Jeffers Bend will be able to create a stronger name for itself. By offering new and implementing promotional strategies for current events, the overall attendance at events should increase. An increase in attendance can be measured by simply comparing the attendance of last year’s events to the current year’s events. Objective III: Create and Implement 3 new events at Jeffers Bend In order to continue to grow and develop Jeffers Bend will need to continually host events at the park and attract the target market.
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Marketing Strategy
Segmenting Strategy and Possible Markets There are several new markets that Jeffers Bend could extend into in order to increase their overall appeal. The first and most important market to enter into would be the Events market. While this is quite broad, it only is a reason to visit Jeffers Bend, but is also a form of sales for the non-profit. Jeffers Bend can appeal to many different types of markets within the Events category. The majority of these events will focus around family gatherings. Jeffers Bend will promote through social media the idea to rent out the park for family events such as a weddings, family reunions, showers, birthdays and many other family-social events. Jeffers Bend will need to create an area within the park with tables, gazebos and other sitting options to hold guests. For example, Jeffers Bend can be home to many great weddings. While, Hopkinsville is a town for beautiful and many churches, there is a lack of places for outdoor weddings, especially when there is an increase in pinterest inspired outdoor, country weddings. Jeffers Bend can position them into this family event market and be one of the few places to offer scenic landscapes for many social events. Implementation: Jeffers Bend will begin to implement this plan immediately. Proper care and regular upkeep of the area will be standard. In addition, word will need to be spread about the social offerings of the park. Once overall awareness begins to increase, Jeffers Bend will be able to communicate this information via social media. A simple post on Facebook, such as “Looking for a place to have your dream outdoor wedding?� will capture the attention of many consumers of Jeffers Bend. This will be an ongoing implementation. Once events begin to take place, it will be important to update and show off to other consumers the offerings to the establishment. Therefore, after events it will be
P a g e | 12 important either to write a blog post about the event or to be more visual appealing, upload photos into a Facebook album. Cost: Jeffers Bend will plan to invest at least $300 in renovations and additional seating areas for events. This cost will also cover upkeep of the park. Although Jeffers Bend will be spending money, they will also expect income of money by charging a fee to rent out the amphitheater or certain areas of the park. With the raise of healthy lifestyles and the promotion of a go-green way of living, Jeffers Bend can extend their market segmentation into this lifestyle. Jeffers Bend can offer lessons and classes on how community citizens can go green. These classes will descriptively provide ways that citizens can better be green specifically in their community. Implementation: These classes can begin immediately and be held monthly in one of the buildings. The cost of the classes will be promoted through social media. In addition, the classes will be free to the public. With so many beautiful trials, Jeffers Bend can open their market segment to only those who love nature, but also their physical health. Jeffers Bend can appeal to the nature-fitness lover. Jeffers Bend will need to clean up their trails and provide other trails for joggers. In addition, Jeffers Bend can place a fitness challenges on the side of the trial. For example, the new fitness trials will have a bench and sign showing how to do pushups or provide bars for pulls ups. The new marketing segments will appeal to specific, but various target markets. The variety of the markets is a healthy decision for the park as it attracts larger crowds to the park for various reasons.
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Target Markets As described by several marketing segments, there is a plethora of target markets that would be appealed to the services offered by Jeffers Bend. Bride-to-Be Britney and Mother of the Bride Mary Britney is bride to be. Although many pins inspire her from her pinterest board, her biggest influence is her mother, Mary. Britney has envisioned a southern outdoor wedding. Her mother’s supports this decision is happy about the money that they will be saving money on a venue. However, the two will not settle for anything, the place must have an overall charm and appeal. Least likely to: the daughter and mother are not likely to select a place alone on the cost, although it is a large factor. The venue must be clean, well kept and of course offer itself to many photo opportunities. Most likely to: The mother daughter combo is most likely to create the daughter’s pinterest board. They are looking for an overall place that is charming, but also lends itself to many creative options for wedding details. Save the World Steve Steve is a young hard working father, who wants to instill go-green values into his young children’s daily habits. Although, Steve tries his best to go-green he is not aware of everything that he could be doing. Steve is appealed to Jeffers Bend because of the classes that they offer every month to help him learn new tips and tricks on how to go green. Steve works full time, but he does have his Saturday mornings free.
P a g e | 14 Least likely to: Steve is least likely to waste a Saturday. His free time is important to him; Steve will not participate in activities that end up being a waste of his time. In addition, Steve is appealed to the financial savings of going green, but he will not spend a lot of money doing so. Most likely to: Steve enjoys learning from others. It is more important for him to be involved in his community and learning specifically go green in his community than reading information off the computer. Steve is also likely to spend time with his family. He enjoys the fact the Jeffers Bend provides activities for the whole family. Steve is open to new practices. Steve would not mind to try new things, such as growing a garden.
I work out Ian I work out Ian loves being outdoors and enjoy adventures. Although, Ian wishes he could canoe or hike every day. However, anytime that the weather is nice, Ian will be outside exercising. Ian enjoys the closeness to Jeffers Bend yet the solidarity of the park. Least likely to: Ian is not likely to stay inside. Ian is least likely that has very little to offer. He enjoys dong many different outdoor activities, not just one. Most likely to: Ian will work out anytime the weather is nice. It is much better than going to a gym. Steve is also likely to use social media. He will post what he is doing and where he is. He is frequently posting his opinions on social media.
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Marketing Research Strategy In order to gather information about what the current market thinks and feels, surveys will be conducted. The first type of survey is non-traditional survey through social media. Through Facebook statuses, Jeffers Bend can ask their fans questions and receive feedback immediately. Using social media is not only a great way to gather information about the market, but it forms a conversation that ultimately forms relationships with the consumer. The following are example posts:
Tell us your favorite part about Dinner with the River this weekend?
What is your favorite activity at Jeffers Bend?
If you had to choose between one, what one would it be: fishing or canoeing?
In addition, after class visits or other events, Jeffers Bend will email out an electronic survey in order to retain some feedback from those who have visited the area. First, it is more eco-friendly, which correlates with the values of the company and more will be likely to take an online survey. It is important to offer this survey within a week of a guests visit or event. After large events hosted by Jeffers Bend, they could offer an incentive to taking the survey. For example, Jeffers Bend can offer a giveaway of gift certificates to a local restaurant or store. When an individual take the survey, they will automatically be entered in to win the giveaway.
Cost: Jeffers Bend will be saving money by creating online surveys to gather primary research. The only cost, if any, would be the prizes for the giveaways. First, Jeffers Bend should ask local restaurants and stores if they would like to donate any prizes.
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Customer Service Strategy With an increase emphasis on event services, it is vital to be able to answer questions consumers may have in a timely manner. The first way consumers will attempt to contact Jeffers Bend will be through digital sources. It is vital to provide a valid email address that will be checked often. The email address should be obviously presented on the first page of the website. In addition, it should be on all social media sites. Questions should be welcomed on all social media sites and be answered in timely manner. Since Jeffers Bend is operated through a committee, directing questions may not be the easiest option; therefore, encouragement should be placed on email and social media. The key is to answer consumers honestly and in a timely manner.
Promotion Promotions will be the key emphasis on reaching the objective to attract more consumers to Jeffers Bend. Jeffers Bend will offer a variety of activities that not only bring an assortment of members of the community out, but also create lasting traditions that creates brand loyalty. Take Kids Fishing Take Kids Fishing is already a popular event for Jeffers Bend; however in order to attract more members to participate in the event, emphasis will be placed on social media to promote this event. After the event, a social media contest will take place in order for families and children to share their stories. This also can take place before the event and the winner of the contest will be announced at the event.
P a g e | 17 How it Works: Either before or after the event, families can submit videos, pictures, documentary of their adventures of the day or why they enjoy the event. This gives members of the community a chance to tell their story and connect to Jeffers Bend on an emotional level. The winner will be based on the number of Facebook likes the picture or video receives. Contests will post on the Jeffers Bend Facebook wall, and other facebook users will have to like the page in order to vote. Dinner by the River Dinner by the River is also another successful promotional event hosted by Jeffers Bend. A month or two before the event Jeffers Bend should send personal invitations to pervious attendees of the event to come back for another year. This will make a personal connection with the consumer. In addition, social media will be the main source of advertising for the event. Jeffers Bend will create a Facebook event and invite all their “likers� to the event. Both mailing invitations and Facebook invites will have instructions on how to RSVP. Concert in the Park Music. Friends. Summer Nights. This is a combination for an instant successful event. Jeffers Bend will book a series of Concerts in the Park events during summer hours. Local talent will be able to show off their gifts at the amphitheater, while local residents come out together to set up lawn chairs and blankets to listen to a night of free music and enjoy the company of good friends. This is event will attract many consumers who may have never been to Jeffers Bend. However, these people want to come out because it gives families something to do on a Friday night, and it is an
P a g e | 18 opportunity to get consumers out to Jeffers Bend. Ideally, bringing more people out to Jeffers Bend to visit the property and see what it has to offer will then continue to visit the place. Super Saturday Class: In order to keep the education purpose of the Jeffers Bend alive, it will offer Super Saturday classes to elementary school students either one or two Saturday mornings a month. These classes are not your typical classes. They will be hands on and interactive. Children will get to experience a completely different side to learning. These classes will first be extended to children in schools who are a part of the Gifted and Talented Program. One such hands-on curriculum offered would be a Super Saturday Farmer’s Market. Students will prepare a small garden in Jeffers Bend. Children will learn about these plants, how to grow and take care of them. After plants have matured (which will require the assistance of workers during the week), the children will be able to set up their own table at the Farmer’s Market in town. The money they make from the market, the children will then be reinvested to new supplies for the next class. Super Saturday classes will be promoted through the school system and the gifted and talented program.
Advertising When effectively executed, social media can be not only one of the best ways to advertise, but also one of the cheapest ways to advertise. Jeffers Bend will use social media to promote all events and encourage community residents to visit Jeffers Bend. For special events, such as, Take Kids Fishing Day, Jeffers Bend will promote by creating fun profile picture. In addition, Jeffers Bend will not only advertise, but also create conversation. This not only creates awareness but forms relationships.
P a g e | 19 For larger events, such as Dinner by the River or at the beginning of the Concert in the Park series, small radio announcements will help advertise these events. Radio is only voice; therefore, it is important to not share critical information such as dates and contact information, but to portray the feeling associated with each event. Depending on the radio station, some will offer non-profit organizations free or discounted radio spots. A third option to advertise is on TV with local stations and on cable. Television commercials will have to be effectively filmed and be only for larger events as commercials are expensive. Commercials should be aired in the evening or early morning hours in order to reach the target markets. An option to save money and create a quality commercial, is to extend to broadcast or communication majors at nearby universities the opportunity to help create a local commercial.
Public Relations Just like with advertising, public relations for Jeffers Bend will focus around social media. Jeffers Bend will need to post on social media sites daily to keep target markets informed as well as to keep conversations going about Jeffers Bend. In addition, to social media sites, Jeffers Bend will have a blog. A blog post will be written each week by a member of the committee, a visitor of Jeffers telling of their experience or a how-to piece. As well as using popular social media to promote healthy public relations, Jeffers Bend will collaborate with other community philanthropic efforts. Depending on the charity will determine Jeffers Bend role. For example, Jeffers Bend can host an Easter egg at the park with another local charity. Another example would be for Jeffers Bend to attend and be present during other community events in town. Jeffers Bend is creating partnerships, which in turn will have a positive effect of building awareness for the brand.
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Internet Marketing Heavy emphasis will be placed on the use of social media. Jeffers Bend will hire an intern to manage all social media sites. Jeffers Bend will post daily on at least three social media sites. In addition, Jeffers Bend will post a blog post at least once a week to keep consumers informed. Social Media Sites that Jeffers Bend will be active on include: o
o
o
o
Blog site
All social media sites will be connected with one another. Therefore, when a picture is posted on Instagram, it can also be seen on Facebook and Twitter. Facebook: Facebook will be the primary use of social media. Jeffers Bend will start over and create a brand page for the business. Contact information will be visible on the front of the fan page. In addition, photo albums will be created in order to share photos of the property and events.
Branding: Jeffers Bend will begin to rebrand them with an overall fresh feel. Jeffers Bend wants to make a statement of clean, eco-friendly, and educational purpose for their overall image. In order to achieve this brand identity, Jeffers Ben will modify their local, alter brand name and select a consistent color scheme. The current name is quite lengthy to use often. When making logos or putting on social media sites, it is simply too long. Therefore, a shorten version that consumers will be to remember will solidify a brand
P a g e | 21 for Jeffers Bend. Possible changes include shortening the name to simply “Jeffers Bend” or “Jeffers Bend: Park & Gardens.” The latter will define the business in understandable terms for a consumer. The general consumer will more appealed to simple terms such as parks and gardens.
Logo: the logo created will state the modify name of Jeffers Bend. In addition, it will have a simple feel using the fresh color scheme.
Figure 1
Color Scheme: This color scheme represents the fresh, nature feel of Jeffers Bend. The green presents the nature side; blue representing the river, and yellow is
the bold, warm comforting feel. These colors will be used
Figure 2
for all logos and can be used within promotional prints.
Additional Suggestions:
In order to create a more welcoming feel when entering Jeffers Bend, in addition to the already present sign at the entrance, it will be helpful to add signs along the way to help new comers find their way back to Jeffers Bend.
The place should have more of a park feel. The foliage should always be kept up with. Jeffers Bend is a nature park, and therefore, all the plants and even the grass is a direct reflection of the brand.
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Social Media plays such a vital role that it is important to hire someone to maintain social media sites. Interns are a great resource for social media upkeep.
Projected Profit and Loss Keeping with the current budget for Jeffers Bend, additional costs will be made in order to implement many of the new marketing strategies. Website renovation:
$200 (*free if hire intern)
Promotional Giveaways:
$300
Advertising:
$650
Park Renovations and additions $1000 While Jeffers Bend will spend money in order to implement these strategies, additional revenue will enter in order to balance out the profit margin. Other renovations to the park such as the addition of tables and other furniture are needed in order to provide a friendly environment to host events. However, a profit will eventually be made when the park is rented out for social events. Advertising, also, is not necessarily immediately. At first, Jeffers Bend can use social media to advertise events. In addition, radio stations offer cheaper methods of advertisements. Television advertisements are the most costly and should only be used for large events. The revenue that is coming in will exceed the expenses, and therefore outweigh the money put into the park.
Controls With a heavier emphasis on social media use, it will allow measuring success easier for Jeffers Bend. Initially, Jeffers Bend will record the number of Facebook likes, followers, etc and then after
P a g e | 23 implementing a social media strategy, Jeffers Bend will compare the difference. The increase will reflect how effective the strategy was. In addition, there are several free tools on the Internet that provide measurements and statics on other social media sites. Google Analytics will provide effective feedback, and conveniently, is free internet tool to help track web site visitors. Promotional Events are also a second heavy emphasis. Jeffers Bend will create, promote and host several new events. The successfulness of these events will be measured by the attendance. For past events, comparison of the number of attendees can be made. In addition, for new events, Jeffers Bend can supply surveys to gage consumers’ thoughts. After a year, Jeffers Bend will be happy to measure the growth of the events.
Conclusion: With implementation of an effective social media strategy in addition to the creation of many new promotional events, Jeffers Bend will have a brand new feel and new life. Jeffers Bend will be transformed into a family friendly environment centered on community togetherness and educational growth. Within a year, Jeffers Bend will begin to see vast improvement, which can be measured by social media metrics, increase attendance and overall brand awareness.
P a g e | 24 APPENDIX Table 1 Competitor Analysis……………………………………………………….8 Table 2: SWOT Analysis………………………………………………………………9 Figure 1: Example Logo…………………………………………………………………20 Figure 2: Color Scheme…………………………………………………………………21
P a g e | 25 Works Cited Hopkinsville. (n.d.). Retrieved from http://www.visithopkinsville.com/qcms/home.asp Jeffers bend. (n.d.). Retrieved from http://www.jeffersbend.org/Programs.html