Professional Documents
Culture Documents
Marketing Plan Wisconsin 2006-2007
Marketing Plan Wisconsin 2006-2007
Leisure Promotion
We are into our second year with the theme “Wisconsin, Life’s So Good”. This year we’re poised
to build on the current efforts to gain recognition for the theme with enhancements scheduled to
launch with the summer ’07 campaign. These enhancements will reinforce the emotion and con-
nection visitors have with a Wisconsin experience. Additional strategic objectives include high-level
pay-off on authentic Wisconsin cuisine, local foods and the agri-tourism experience coupled with
an emphasis on the state as an eco-tourism destination.
Advertising
Strategies
The following marketing strategies have been developed to accomplish the goals and objectives
set forth for fiscal year 2007:
● Extend and expand on the Life’s So Good creative approach, branding Wisconsin through
engaging and memorable seasonal campaigns that sets Wisconsin apart from the competition;
● Beginning in Spring/Summer 2007, creatively illustrate the great moments people experience
when vacationing in Wisconsin;
● Creatively showcase Wisconsin’s beautiful scenery and diverse offerings of agriculture, outdoor
recreation, arts and cultural experiences throughout the state with an emphasis on the environ-
ment;
● Promote Travel Green Certified Businesses whenever possible (see Travel Green section for
explanation of this program);
● Utilize a media mix strategically targeted to those prospects most likely to visit and make the
greatest economic impact;
● Time messages throughout the year with seasonal campaigns focused on reaching both early
and in-season planners;
● Motivate people to acquire tourism information through the Web site, 800 number and
Welcome Centers;
● Develop promotions and partnerships to expand reach, generate excitement and enable the
industry to embrace the brand;
● Continue to offer affordable co-op advertising opportunities for the industry, thus creating more
advertising and awareness of Wisconsin’s travel experience.
Markets
To most effectively maximize the budget, the majority of our promotional efforts will focus on
three primary markets: Wisconsin, Chicago and Minneapolis/St. Paul. Additional efforts will extend
our reach throughout the Midwest, including expanded efforts in Michigan. Niche efforts will
extend our reach nationally.
Demographically, our primary media will be targeted to those groups most likely to travel and have
the greatest economic impact – adults, 35-54 years old traveling with or without children.
However, we’ll adjust targets to accommodate seasonal and niche audiences. Summer efforts will
skew more toward families, fall toward older couples traveling without children, and winter
Online Marketing
Objectives and Strategies
The following strategies will guide our online marketing efforts in the coming year:
• Make travelwisconsin.com a leader in the state travel site sector with exceptional content, func-
tionality and overall experience, while making the site the definitive authority for information on
traveling in Wisconsin;
• Identify current and potential users of travelwisconsin.com, and develop content and tools that
meet their travel planning needs;
• Convert site visitors to registered users;
• Further develop e-mail marketing programs to keep the Wisconsin tourism message on the top
of visitors’ minds;
• Continue to support seasonal advertising and public relations efforts, while improving the
online accessibility of out-of-season information.
Markets
Online marketing initiatives are geared largely toward the same demographic markets identified by
traditional advertising. However, content and functionality on travelwisconsin.com will also aim to
specifically identify and serve travelers in different psychographic segments, such as those still
determining their next travel destination and those who have already made up their minds to visit
Wisconsin.
Tactics
Travelwisconsin.com
After undergoing a visual and functional reengineering in late 2006, travelwisconsin.com will be
better prepared to provide the kind of immersive, experiential environment sought by both current
and potential visitors to Wisconsin. Travelers will be exposed to all the experiences available to
them through engaging editorial content, rich photography and improved search functionality and
navigation.
E-mail Marketing
The Department will rely on the improvement of travelwisconsin.com to generate additional regis-
tered users and subscribers for a growing selection of email newsletters and updates. We will also
look for new ways to deliver the kind of relevant, customized information consumers increasingly
demand. Given the affordability of e-mail communications, it is a cost-effective strategy to invest in
technology that will allow for improved capturing of customer interests, more customizable e-mail
deployment, and most importantly, robust and complete reporting of results.
Co-Op Programs
The development of an improved co-op e-mail marketing program in early 2006 has opened the
door for further partnership opportunities between the Department and the industry. Plans will be
executed to diversify the content of cooperative newsletters and take advantage of efficiencies in
the management of those programs to keep participation high and development costs low.
Sports Marketing
In an effort to promote the growing trend of sports tourism in Wisconsin, the Wisconsin
Association of Convention & Visitor Bureaus (WACVB), the Wisconsin Department of Tourism, the
Wisconsin Sports Development Corporation (WSDC) and members of the tourism industry will
continue to partner to recruit and produce new sporting events in Wisconsin. Going into it’s sec-
ond year, the Ready, Set, Go! grant program offers matching funds so that destinations can afford
to attract and host events and create an economic impact on the local area.
Objectives:
• Enhance Wisconsin’s image as a destination for sporting events;
• Create awareness on a state, regional and national level of Wisconsin’s diverse sports facilities
and outdoor natural resource opportunities;
• Provide advertising/promotional opportunities affordable to all convention and visitors bureaus
(CVB), destinations and interested suppliers;
• Provide collateral and promotional tools to respond to customer inquiries.
Duck Unlimited Outdoor Festival Aug 25-27, 2006 77, 611 www.dugof.com
Chicago Ski & Snowboard Show Nov 2-5, 2006 44,000 www.skidazzle.com
Iowa Boat & Vacation Show Jan 5-7, 2007 10,000 www.iowashows.com
Chicago Boat, RV, & Travel Show Jan 17-21, 2007 57,000 www.chicagoboatshow.com
Quad City Boat, RV, Vacation Show Jan 19-21, 2007 12,000 www.iowashows.com
Rockford Fishing & Outdoor Expo March 2-4, 2007 18,000 www.showtimeproduction.net
Minn. Bike, Travel. Fitness Expo March 3-4, 2007 13,000 www.bicyclingTravel.com
Research Initiatives
The Department will continue to use the Davidson-Peterson study to track the annual, seasonal
statewide and county-by-county economic impact of traveler spending on the state. As a comple-
ment to the economic impact study, the department will purchase other secondary research on an
annual and/or seasonal basis to identify information on market share, trip origination, and other
information as needed. Where appropriate for both strategic planning and with consideration to
budget, specialized market research projects will be designed to meet the needs of the
Department and the hospitality industry with special emphasis on partnership programs with the
University of Wisconsin Extension.
The Department will also continue its study of registered and non-registered visitors to travelwis-
consin.com, building on research that began in early 2006. Our objective is to understand our site
visitor demographics, determine the point(s) in their planning process at which they come to trav-
elwisconsin.com, and the types of information they are most commonly seeking.