CAMP tiny
RFP RECAP
Tiny Homes Campground The campground is designed in 8 small woodland campsite “village” groupings of uniquely styled Tiny Homes, with 8 additional isolated-setting tiny homes available for individual camping. Great for group or single camping! The Smart Living Group is very proud of their unique combination of civilization and wilderness and wishes to launch this experience in 8 months when all construction is completed. They would entertain a strong name for their brand, as well as an identity and logo to go with it. They need a creative media plan to introduce this innovative campground to the public, announce the Grand Opening, and fill the reservations for the first season. RFP Specific Requests • Campground name • Campground identity, logo • Media Plan to introduce campground to the public • Generate reservations for Grand Opening Season
Expanded Business Profile Geographic Location Mono Basin, California Operations Open Seasonally, April 1 to November 1 Grand Opening 2018 Services *Pad sites available for tiny home owners
in addition to
permanent on-site
homes for renters (a cornerstone in the marketing research and plan of action). Signature Amenities • hiking and biking trails • natural spring pools • swimming pools • fire pits • community gardens • on-site clubhouse • movie theater • library
12 34 5 TABLE OF CONTENTS
RESEARCH
Competition Differentiation Target Audience Action Plan
ASSETS Branded Marketing Advertising Guerrilla
CONCLUSION Campaign Reflection References
BRAND Story Voice Elements Logo Vision
ROAD AHEAD Strategy Customers Media Creative
Research 01
p.
05
p.
COMPETITION Direct Competitors Indirect Competitors SWOT Analysis Competitive Differentiation
AUDIENCE
Customer Demographics Camper Personas
09
p.
11
p.
STRATEGY Marketing Objectives
ACTION PLAN Marketing Media Mix
OUR COMPETITION Campers enjoy traveling all over the U.S. and experiencing various campgrounds. For this reason, competition in the category of travel and tourism is not the primary challenger. Positioning the campground in the mind of its target audience and making it a known and popular option for campers is the primary objective.
Direct Competitors: Great news for Camp Tiny (yay!) there are very few direct competitors offering the same tiny homes campground format to the same target audience of tiny home owners, renters and enthusiasts. The opportunity to seize a substantial market share with this new camping concept and emerging tiny home movement is significant. Tiny Homes Campgrounds: • Mt. Hood Tiny House Village • Mt. Hood, Oregon • Tiny House RV • Austin, Texas
RESEARCH COMPETITIVE ANALYSIS 01
Indirect Competitors: Most campgrounds do allow tiny houses to camp along side RVs at traditional campgrounds. This is generally known to the tiny home community. For this reason, the indirect competitors are defined as popular campgrounds and RV parks in the immediate vicinity. Nearby Traditional Campgrounds: • Yosemite National Park • California • Joshua Tree National Park • California • Mono Vista RV Park • California • Mono Lake Tufa State Reserve • California
Mt. Hood Tiny House Village • Oregon
Camp Tiny • Mono Basin, California Yosemite • Mono Vista RV • Mono Lake Tufa State Reserve
Tiny House RV • Austin, Texas
RESEARCH COMPETITIVE ANALYSIS
Joshua Tree National Park
02
REATS TH OPPORTUNITIES
STRENGTHS Little to no direct competition in tiny home only campgrounds Tiny house movement is gaining momentum
RESEARCH COMPETITIVE ANALYSIS 03
Camping in the direct geographic area is an established large tourism destination with national draw Nearby campgrounds do allow tiny homes which entices campers wanting to tour multiple campgrounds in a single trip
WEAKNESSES Audience is broad and scattered, hard to target Older tiny house campers need to be targeted via more expensive, traditional media Target audience lives frugally which caps admission and grounds fees and eects marketing budget Marketing to tiny house owners or renters exclusively limits other revenue from traditional and RV campers
Tiny house demographic skews younger than the general camper demo to allow for unique marketing opportunities
Down turn of tiny house movement
Entering a new category with little to no competition
Larger tourism draw to renowned, nearby National Park & RV parks
Expand brand to camping gear and camping accessories for tiny house owner
Budget restraints of frugal target customer
Cost of marketing campground may trump ROI
Expand company website to include blog and become a hub for the tiny house community, sell website advertising space to support overhead
S.W.O.T. not SWAT
SWOT ANALYSIS:
Camp Tiny is entering a relatively new category brought on by the tiny house movement. As of now, there is little to no competition in the tiny house campground market. This opportunity allows Camp Tiny to seize a substantial market share. Tiny houses are typically permitted at RV parks. For this reason, CT needs to distinguish itself and sell the sense of community to tiny house owners. The target demo skews younger than that of traditional RV campers, CT can offer more activities and services aimed at that demo to further differentiate themselves.
DIFFERENTIATION:
Camp Tiny is exclusively marketing to tiny house owners and tiny home enthusiasts. The park is offering a UNIQUE opportunity for members of the tiny house community to network, socialize and share an UNFORGETTABLE camping experience together.
RESEARCH COMPETITIVE ANALYSIS
the FIRE STARTER
OUR CUSTOMERS OUR CAMPERS
RESEARCH TARGET AUDIENCE 05
1
Primary Target Audience TINY HOME OWNERS
Secondary Target Audience TINY HOME TESTERS
2
Demographically similar and like-minded individuals or couples that are interested in trying on tiny living by renting an on-site home on vacation.
Age 34-55 Under 30 • 21% 30-40 • 21% 40-50 • 18% 50+ • 38%
Geographic Location MD WA
Family
Olympia
OR
TX
Portland
CA
Sonoma San Fransisco
Gender Women • 55% Women • Older Skew Male • Younger Skew
Singles Younger or Older Couples Small Family with Young Children
Personal Values
Simplicity Freedom Nonconformity Adventure Spontaneity Community Oriented Thrifty
RESEARCH TARGET AUDIENCE
Groups
Non Retired • >30k/yr. Retired • 5-125k Saved
Some College
Washington D.C.
Interests
Income
Education
Austin
06
CAMPER PERSONAS
RESEARCH TARGET AUDIENCE 07
MEET
Gregory Kaleen Resides in: Portland, Oregon Age: 34 Personal Values: Believes in a simple lifestyle. Independent spirit but socially competent. Environmental activist. Tiny house movement pioneer. Education Level: Some college Income: Under 30k Annually Occupation: Community College Adjunct Professor – Mathematics and occasional tutor. Originating from Tennessee, Gregory and his longtime girlfriend, Marissa, are transplants to Portland, Oregon. They relocated to the Northwest to enjoy the hiking, mountain biking and other outdoor activities and for Marissa’s work at a no profit homeless youth shelter. Gregory spends the school year adjuncting as a Math Professor at Portland State University. Outside of work, the couple socializes with a tight group of couple friends. They typically check out local bands at Portland’s many micro breweries or local restaurants. The couple travels during the majority of the summer months with their Labrador and parakeet in their tiny house. They adopted the tiny house lifestyle 2 years ago and haven’t looked back. In addition to the low maintenance and low cost of tiny living, the couple enjoys the ease of travel. Typically, the couple visits National Parks and the occasional local RV park. Rarely do they encounter other tiny home owners at these outposts. They would relish the opportunity to converse with other travelers that share their unique outlook and living choices.
MEET
Marty Wreeler Resides in: Austin, Texas Age: 54 Personal Values: Believes in a rich but simple lifestyle. Independent spirit. Environmental activist. Animal Lover. Education Level: BSB Income: Retired. 53k in savings Occupation: Previously owner of private horse stables.
RESEARCH TARGET AUDIENCE
Since the death of her husband 3 years ago, Marty has been living with her grown children on the outskirts of Austin, Texas. Through camping blogs and forums, she has met a large group of retired singles and couples who travel during most of the year to various RV Parks. Within that group, Marty has become friends with 2 tiny home owners. Their personal experiences and her loyal following of popular television programs like Tiny Home Hunters and other series on HGTV have peaked her interest in the tiny home movement. She is interested in trying on the tiny home lifestyle on her next vacation to see if the micro space is a one she could adopt permanently. Camp Tiny allows her to experience tiny living temporarily and permits the group to caravan together and to meet other tiny travel enthusiasts.
08
MARKETING STRATEGY
RESEARCH OUTCOMES 01
Camp Tiny is entering a comparatively new category in travel and tourism brought on by the emerging tiny house movement. This break allows Camp Tiny to claim sizable market share.
1 2 3
Create
a professional identity for the campground that resonates with the target audience with an eective name and logo. Camp Tiny is concise, explanatory and memorable.
Introduce
a new camping concept to build a market for tiny house campgrounds by generating buzz in the tiny living community and promoting an alternative experience for traditional camping enthusiasts for brand longevity.
RESEARCH STRATEGY
Generate
reservations for the campground’s Grand Opening Season (immediately) and a loyal customer base (long-term).
10
MEDIA MIX
The majority of the target audience, the younger skew, is somewhat non traditional, environmentally conscious and frugal. For these reasons, the majority of the marketing media outlets will be digital, broadcast and outdoor. Print media is limited to a few travel and lifestyle magazine advertisements, and direct mailed Grand Opening invitations/announcements to engage the older skew of the target audience.
3 1
Targeted, behavioral digital ads for placement on other tiny home websites would push the call for reservations. Considering the target audience’s reliance on smart phones, mobile ad and mobile search would also generate demand. Flexible messaging allows for specific promotions aimed at T.A. segments.
• responsive website with booking features • promotional images/info • insightful community blog
The tiny home movement is a very unique concept that appeals to a specific demo. For this reason, internet content competition is relatively low and SEO would be effective to drive traffic to CT’s resourceful website.
RESEARCH ACTION PLAN 11
2
targeted social advertising
The target audience is digitally savvy and into social networking. They embrace leisure and spend a significant portion of their day online. Social media provides the personal connection, collaboration and conversation that resonates with this audience.
• targeted behavioral ads • digital Reserve Now ads • mobile search
4
• :15 on HGTV national serial shows • pre-roll on You Tube • social Media videos
Creative for the national audience will highlight the opportunity to try on tiny home living by renting a tiny home at the campground. The same creative and alternate creative aimed at tiny home owners to run as pre-roll on YouTube, on social media newsfeeds and on the website. “Meanwhile, it’s interesting to see online video among the top areas for growth, with TV among those with the broadest planned decreases” (marketingcharts.com, 2014).
Listed in order of highest anticipated
ROI
• a few strategically placed executions in urban, congested areas advocating for a simple escape.
5
The unexpected placement in these urban environments would be outstanding. Sample homes can be secured at no cost making this a worthwhile marketing tactic.
6
• limited run of direct mail postcards • select camping/RV magazines and local publications in target cities • Grand Opening invitation/collateral Minimal print recommended due to the environmental concerns of the target audience. A limited run of direct mail postcards to secured lists from popular tiny home builders or blog subscribers should be considered. “An effective media mix delivers the right marketing message to your customers and prospects at the lowest cost and with minimal waste” (Linton).
7
• a few economical, strategically placed outdoor boards in route to Yosemite National Park and Mt. Hood camping sites. Nearby Yosemite is an extremely popular camping destination that serves an audience with similar interests. Mt. Hood Tiny House Village is a direct competitor. Both Tourism destinations have existing heavy traffic to be taken advantage of.
MEDIA MIX
RESEARCH OUTCOMES 01
NOW, WE’RE COOKING
Brand 01 p.
STORY TIME Brand Persona Brand Narrative Attributes
03 VOICE
p.
Brand Tone Copywriting
11 LOGO
p.
Research ReďŹ nement Executions Standards
06 ELEMENTS
p.
Color Palette Typography Textures Images
BRAND PERSONA DEMOGRAPHICS Age Range: Early 50’s Gender: Female Occupation: Early retiree. Previous high-powered corporate executive who left hustle and bustle of modern life to re-connect with nature by living simply and small. This brave lifestyle choice will be relateable to the longing for freedom in the target audience.
if Camp Tiny were a person, Who would they be?
ATTRIBUTES Hobbies: Cooking, Running, Hiking, Rafting, Camping, Gardening, Art, Micro brewing, Dancing, Yoga. Cultural: Avid reader and lover of the arts and music. Personal Values: A free-spirited, gentle soul that loves life and man kind. Prioritizes experience over stuff. Lives minimally to dedicate maximum amount of time and energy to enjoying life and the outdoors. Hospitable, a natural born hostess.
IS
BRAND STORY 01
WHAT SHE Simple Loyal Trustworthy Frugal Adventurous Exploratory Community-centric Approachable Welcoming
IS NOT
WHAT SHE Complicated Distant Unreliable Lavish Luxurious Lethargic Inactive Elitist Aloof
Success Feedback:
“Go You.”
“Hiya, Bob. Come on by for a drink after hiking.”
Greeting:
Error Feedback:
“Don’t sweat it, you’ll get ‘um next time.”
UNIQUE
INVENTIVE
ADVENTUROUS
NEIGHBORLY
ADAPTABLE
RESEARCH COMPETITIVE ANALYSIS
Camp Tiny wants the tiny house movement to travel around. We are exclusively dedicated to the tiny home community and the minimal lifestyle they embrace. Here, tiny home owners and tiny home renters who wish to experience the lifestyle can meet like-minded individuals that want more out of life by consuming less. Camp Tiny promises big adventure with a little luxury in amenities such as hiking and biking trails, natural spring pools, swimming pools, fire pits, community gardens and an entertainment pavilion. Guests can sign up for our many organized outdoor activities to explore the beautiful Mono Basin backdrop with other campers or go it alone. At Camp Tiny, campers can do it all or nothing at all. After an eventful day spent enjoying nature, The Humble Hangout, our campground clubhouse, is an ideal atmosphere to rehash daily adventures over craft beers and local wine or even shoot a friendly game of pool. For those that just want to unwind after an active day, the library and movie theater offer relaxing entertainment. Camp Tiny, it’s not in tents, it’s inventive.
attributes
BRAND NARRATIVE
02
BRAND TONE The Camp Tiny tone of voice is neighborly, always plain-speaking and jovial, with a touch of snarky humor. We embrace the quirks of tiny living, we own them, we love them. Never taking ourselves too seriously, we use gentle wit to engage our fellow campers and recruit new ones. We’re the laid back, kind of group you wouldn’t mind spending a vacation or two with.
our voice
BRAND VOICE 03
copy quips
BRAND TONE FOR BIG ADVENTURE, START THINKING small.
IT’S NOT IN TENTS, it’s inventive.
THIS IS THE (tiny) LIFE.
BIG ADVENTURE FOR tiny LIVING
BRAND VOICE 04
RESEARCH OUTCOMES
01
BRAND VISUALS
Visual Elements
06
COLOR C77M56Y76K65 R32G48B36
C90M56Y64K56 R7G56B55
C63M25Y34K0 R102G158B164
WHY THIS PALETTE? The dark greens are the foundational hues used in the brand’s visual identity. These similar swatches are often applied to background color blocks or to larger visual areas that ground the composition. The lighter teal and red are pop colors that bring contrast and energy to the palette. When the pop colors are used against the traditional greens, the entire color palette becomes more elevated, modern and unexpected. The grey and white are typically used to designate text and information, allowing these elements to vividly remain foreground against the darker background tones.
COLOR PSYCHOLOGY C43M35Y35K1 R153G152B153
BRAND VISUALS 07
C0M92Y83K0 R239G59B57
Green is a color of balance and harmony. These colorinduced feelings parallel those that an experience in nature provides. The red and teal pop colors are saturated and vibrant hues, offering an energetic, striking contrast to the serene green. Camp Tiny is offering a new concept in camping. This unexpected energy, communicated by the unlikely pop colors, is in-line with the brand’s innovative, yet quirky persona.
TYPOGRAPHY WHY THESE TYPEFACES? Typo Slab is a new display-oriented slab serif typeface. Like the tiny home camping concept, it has not been adopted by many other companies or brands. The typeface is bold and grabs the reader's attention, making it ideal for selective executions in competitive environments like social media and print. For more intimate consumer media, such as direct mail and digital advertising, the alternate Gotham headline typeface is less abrupt and more appropriate. The various typefaces of the Gotham family were used in the subhead and body copy for brand cohesion. The Logo font is outside of the Gotham family to give the mark more presence with unique, memorable letter forms.
Headline 1: Typo Slab • Use in more complex layouts • Apply to short headlines • Always all caps • Always kern
ABCDEFGHIJK LMNOPQRSTU VWXYZ
Subheadline: Gotham Book • Use in dynamic layouts • Use all caps or sentence case • Gotham Medium can be used to accentuate key words in long copy lines.
ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz
Body Copy: Gotham Light • 9-12 pt • Increase to Gotham Book typeface if needed to improve contrast
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Logo: Odin Bold • For logo text • Occasional substitution for “tiny” in headlines on branded ephemera
Camp tiny camptiny.com
BRAND VISUALS
Headline 2: Gotham Medium • Use in more simple layouts • Apply to longer headlines • Always all caps • Always kern
08
WHY THESE TEXTURES? Texture is a reoccurring signature visual element in the proposed campaign. The presence of the textures communicates the rich sensory experience the Camp Tiny camper can expect. They will be submerged in the sights, smells and sounds of nature. The stitching symbolizes the simplistic experience of tiny living in the great outdoors. This rustic, hand-crafted element is nostalgic and represents and idealistic notion of camping.
BRAND VISUALS 09
images
images
AMIABLE
casual
charming PICTURESQUE rustic panoramic sincere honest
textured
LOGO DEVELOPMENT
BRAND LOGO 13
SURVEY FEEDBACK
MOST ENGAGING
3
BEST CONVEYS TINY CAMPING
BEST ALIGNS WITH ATTRIBUTES
4
4 3
A two rounds of investigative surveys, it was revealed that the Camp Tiny logo must be, above all, direct and simple. As a new concept in the tourism and travel category, the logo must communicate the camping model to the general public. For this reason, iterations of the mark continually distilled the elements down to communicate two key impressions, tiny homes and nostalgic camping.
MOST MEMORABLE
4 1
3
1
4 3
N VE
T UR E fo r t i
ny
l iv ing
BI G
AD
LOGO STANDARDS
MONO BASIN, california
Full Color
with location line and tagline
BIG ADVENTURE for tiny living
BIG ADVENTURE for tiny living
Full Color
One Color
no location
mark and word
Transparent mark only
Reversed Out mark only
Exclusion Zone: The ‘exclusion zone’ refers to the area around the logo which must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the ‘exclusion zone’ is equal to the height of the cross logs at top and bottom of the logo and the width of the cross logs at its left and right. In versions without the tagline, the closer bottom exclusion line should be observed.
BRAND LOGO 15
Incorrect Usage: DON’T change the type spacing of the logo DON’T change the relative sizes of the logo elements DON’T place the logo on patterned background DON’T change the fonts of the logo DON’T place the logo on an angle DON’T distort the logo elements
c’mon JUST DON’T
BIG ADVENTURE for tiny living
Media Assets 01
p.
MERCH Tees Ephemera Patches
05 07 p.
p.
11
p.
WEBSITE Responsive Desktop
SOCIAL
ProďŹ le Graphics Feed Memes Dynamic Video
ADVERTISING Mobile Digital Grand Opening Invite Magazine Outdoor
17
p.
GUERRILLA Urban Installations
MERCH
Available on-site at the trading post or online
Those that adopt the tiny life typically enjoy being a part of the counterculture. Merchandise allows these adopters to display their aďŹƒliation with the movement. Campers will sport the tees outside of camp to initiate conversations about their adventures at Camp Tiny.
ASSETS MERCHANDISE 01
ASSETS MERCHANDISE
02
MERCH
Available on-site at the trading post or online
As a Grand Opening promotion, inaugural season campers will receive 3 signature Camp Tiny patches. These patches incorporate tiny life substitutions for everyday camping honors to celebrate every tiny victory in living small. Oering customer collectibles encourages ongoing brand loyalty and a provides them a keepsake reminder of their experience at the campground. These quirky and humorous mementos are in-line with the obeat character of the brand.
ASSETS MERCHANDISE 03
celebrate every tiny victory
04
WEBSITE
Camptiny.com responsive campground website
Device-ready site designed to emphasize easy booking features and to showcase visuals and information about the campground. The website will feature an insightful blog to foster a sense of community among site visitors and to establish the website as a go to resource for those following the tiny home movement.
ASSETS WEBSITE 05
ASSETS WEBSITE
The tiny home movement is a very unique concept that appeals to a specific demo, for this reason internet content competition is relatively low and website SEO would be effective to drive traffic to camptiny.com.
06
SOCIAL
Branded graphics to support heavy engagement with followers
The target audience is digitally savvy and into social networking. Tiny home owners or enthusiasts seek information, recommendations and camaraderie from like-minded individuals on popular social media platforms. They embrace leisure and spend a signiďŹ cant portion of their day engaging and researching on them. Social media provides the personal connection, collaboration and conversation that resonates with this audience. The older skew of the T.A. is on Facebook while the younger skew engages on multiple platforms including FB, TW, IG and SC. Camp tiny
Camp tiny
Facebook Coverphotos
ASSETS SOCIAL 07
Social Feed Memes
ASSETS SOCIAL 08
VIDEO
Quick promotional videos for use on social media and YouTube pre-roll
CLICK TO SEE THIS VIDEO LIVE
These quick videos would run as pre-roll on YouTube and in social media newsfeeds. The dynamic nature would capture the essence of the Camp Tiny brand. A more elaborate :15 spot showcasing the campground and its amenities would be created for placement on national serial television shows Tiny House Nation and Tiny House Hunters. Creative for the national audience will highlight the opportunity to try on tiny home living by renting a tiny home at the campground.
ASSETS SOCIAL 09
Promotional Feed Video :05
CLICK TO SEE THIS VIDEO LIVE
ASSETS SOCIAL Promotional Feed Video :10
10
DIGITAL ADVERTISING Behavioral, targeted digital banner ads Targeted, behavioral digital ads for placement on other tiny home websites to position the campground and push the call for reservations. Considering the target audience’s reliance on smart phones, mobile ad and mobile search would also generate demand. The messaging of these ads is extremely exible and some creative will target tiny home owners while others can target tiny home vacation renters.
ASSETS ADVERTISING 11
Mobile
Suggested Ad Placement Sites: tinyhousegiantjourney.com tinyhousevacations.com tinyhouseblog.com tinyhousetalk.com tinyhouseliving.com ilovetinyhouses.com thetinylife.com
CLICK TO SEE THIS AD LIVE HTML5 Animated Big Box ad at nmillercreative.com/camptiny/CT_300_250.html
ASSETS ADVERTISING
Desktop HTML5 Animated Digital Banner Ads
12
Grand opening self mailing postcard
Invitation postcard to announce the campground’s Grand Opening. Postcard to be printed on 100% recycled paper to comfort the environmentally conscious target audience. The contact list for direct mailing would be compiled of customer information secured from partner tiny home manufacturers and a database of users that enrolled in the newsletter subscription on the website.
ASSETS ADVERTISING 13
Magazine advertisement Small print ads in popular camping/RV magazines and larger economical ads in local publications in target cities like San Francisco, California, Portland, Oregon and Austin,Texas to allow for tailoring the advertising message speciďŹ cally to the local reader.
ASSETS ADVERTISING 14
OUTDOOR Vinyl billboards
A few economical, strategically placed boards in route to Yosemite National Park and Mt. Hood campgrounds. Yosemite is an extremely popular nearby camping destination and serves an audience with similar interests and Mt. Hood Tiny House Village is a direct competitor. Both tourism destinations have an existing traďŹƒc base to tap into.
ASSETS ADVERTISING 15
OUTDOOR TO SELL THE OUTDOORS
GUERRILLA
Example Location: Pioneer Square • Downtown Portland, Oregon A few strategically placed tiny homes in urban, congested areas advocating for a simple escape. The unexpected placement in these urban environments would be arresting to passerbys. Camp Tiny can secure sample homes from partner manufacturers at no cost, making this an aordable marketing tactic.
ASSETS GUERRILLA MARKETING 17
GUERRILLA
Example Location: Skyline Park • Downtown Los Angeles, California
WANNA GETAWAY? TRY ON THE tiny LIFE. 18
STRATEGY Building Trust
Leading up to the Grand Opening season, the focus has been informing the target audience about the campground and filling first season reservations. Moving forward, the objectives will shift to promoting the customer experience. After any initial operating kinks are worked out, it is recommended that the campground invest in professional documentation of the camper experience. With experience footage, camper testimonials and heavy press coverage, a new library of marketable assets will be instrumental in solidifying Camp Tiny as a unique and unforgettable vacation option.
CUSTOMERS
The New Spokes-campers for the Brand
The campers will take center stage as the subsequent campaign creative focuses on their experiences at Camp Tiny and their recommendations to visit the campground. The general public is curious; What are tiny homes? How do you sleep? Are they comfortable? How big is the kitchen? By shadowing a few campers as they explore the perks and quirks of tiny living and the beautiful Mono Basin backdrop at Camp Tiny, the potential customer’s questions are answered and their interest is peaked. The potential customer will identify with the camper, long to experience the campground for themselves and become motivated to book a reservation.
Road Ahead MEDIA
Promoting the Camp Tiny Experience
Video: With an archive of footage documenting campers’ experiences and spoken testimonials, spots can be created for television, YouTube PreRoll, social media and other digital applications. Experiencing the campground through this rich media will be extremely engaging for potential customers. Social Media Testimonial: Previous campers detail their experience on CT’s pages and profiles. Many people rely on customer ratings and comments to validate a product or attraction. CT can build momentum by coming out of the gate with a strong customer approval rate. Advertising: Standout testimonials could be laid out as text alongside the camper’s image and used for a variety of media including print, outdoor and digital ads.
VOICE Keepin’ it Real
Although the focus of the creative will swing from introducing the campground to illustrating the experience, the same never-too-serious tone should be observed. The suggested video footage should document the humorous trials of tiny living and the testimonial text for various advertising media should have the same light hearted manner as the initial campaign. The tiny life is quirky. Acceptance of this off-beat attitude is true to the lifestyle, relateable for the target audience and essential to brand unity.
CONCLUSION
Camp Tiny is entering a relatively new category in travel and tourism brought on by the tiny house movement. This BIG opportunity allows Camp Tiny to seize a substantial market share by introducing their visionary camping concept to tiny home owners and wannabes.
CONCLUSION
12 3
WHAT THE PROPOSED CAMPAIGN ACCOMPLISHES: Concise and memorable branding that asserts the new camping concept with an intuitive and memorable logo, the tone and voice with humorous copy quips and the relaxing camping environment with the serene imagery.
Cultivating a customer base by reaching the appropriate audiences broadly through social and traditional media campaigns and intimately through print invitations. Diversifying the opportunities for impact on the target consumer will strengthen the campaign’s reach.
Effective collateral that is distributed through appropriate media channels to position the brand and generate buzz about Camp Tiny’s revolutionary camping concept among the primary and secondary target audiences.
Thank You Being your guide has been my pleasure!
Nancy Miller has recently begun a career as a Visiting Assistant Professor of Graphic Design at Texas A&M University-Corpus Christi. Prior to her role as an educator, Nancy crafted numerous brands and campaigns as the Associate Creative Director at a full service South Texas advertising agency. Before returning back to her native Texas, Nancy lived in Portland, Oregon, where she worked in corporate design for big brands Nike Inc., Burton Snowboards and Hollywood Video. nmillercreative.com | nmillercreative@gmail.com
RESOURCES
Images Disclaimer All images and vector elements within this campaign book are used solely for comping purposes during the proposal process. If the client accepts the proposal, they must purchase the appropriate licenses.
Istockphoto.com Photo ID: 15336779 Antique Paper Texture Photo ID: 60285542 Red Rough Stitch Circle Patch Photo ID: 65828969 Hikers on Mountain Panoramic Photo ID: 72787579 Boiling Pot Over Campfire Photo ID: 75166403 Man Looking at Compass Photo ID: 75363595 Nuts on Table Photo ID: 76797647 Girl Sewing Patch on Backpack Photo ID: 6798057 Feet on Patch Backpack Photo ID: 77419607 Sisters Holding Hands Outdoors Photo ID: 90633569 Couple Taking Selfie on Mountain Photo ID: 97922965 Family Reading Map on Mountain Photo ID: 19519766 Stitch leather Texture Photo ID: 21910353 Close-up Scout Patches Photo ID: 61902826 Red Leather Book Texture Photo ID: 67706419 Girl in Backpack Looking at Mountains Photo ID: 85707159 Mountain Stream Photo ID: 85727029 Side Mirror Car Driving Photo ID: 86094693 Couple Sitting at Tree Base Photo ID: 87400193 Girl in Hammock Photo ID: 93456663 Campfire Feet Photo ID: 95859981 Close-up of Camper’s Boots Freepik.com Some vector elements shown were purchased from Freepik.com and Designed by Freepik artists. Eye With Diaphragm Iris Flat Camping Icons Linear Adventure Logo Collection Social Icons Variety of Quotes in Linear Style
Research References – Tiny Homes Nellemann, C. (2014). Tiny House Movement: Affordable Housing Revolution. Retrieved June 01, 2016, from http://tinyhousetalk.com/tiny-house-movement/
References – Marketing & Advertising Felton, George. Advertising: Concept and Copy (Third Edition), 3rd Edition. W. W. Norton & Company, 08/2013. VitalBook file.
J. (n.d.). TINY HOUSE giant journey - travel. photography. minimalism. Retrieved June 01, 2016, from http://tinyhousegiantjourney.com/tiny-house-camping/
How is the Marketing Media Mix Changing? (2014, August 19). Retrieved June 05, 2016, from http://www.marketingcharts.com/traditional/how-is-the-marketing-media-mix-changing-45058/
The Tiny Life. (n.d.). Retrieved June 01, 2016, from http://thetinylife.com/ Tiny House Infographic. (2013). Retrieved May 31, 2016, from http://thetinylife.com/tiny-house-infographic/ Tiny House Living - Tracking the Tiny World. (n.d.). Retrieved June 01, 2016, from http://www.tinyhouseliving.com/ Tiny House Vacations. (n.d.). Retrieved May 31, 2016, from http://tinyhousevacations.com/property/camping-cabin/ Tiny Houses at Mt. Hood Village, Oregon. (n.d.). Retrieved June 01, 2016, from https://www.mthoodtinyhouse.com/
Korostoff, K. (n.d.). Logo Testing: A Framework for Analyzing Your Survey Results, Part 2. Retrieved July 03, 2016, from http://aytm.com/blog/research-junction/logo-testing-framework/ Brand Storytelling - Energize Your Brand with Narratives. (2015). Retrieved February 17, 2016, from http://watsoncreative.com/brand-storytelling/ Linton, I. (n.d.). What Is a Media Mix? Retrieved June 05, 2016, from http://smallbusiness.chron.com/media-mix-78802.html