Why Idlewild? Rosalyn J. Jones, MBA
Positive Image: SWOT Analysis “Idlewild community members believe they must move forward with what they have and leverage it where they can identify resources. ”
Questions to Consider l Why would someone spend money to visit Idlewild today? l What am I coming to see and do? – Resort areas: Florida, Jamaica, Virginia Beach, St. Simons Island – Black Heritage Tours: DC, Baltimore – Festivals: Traverse City Film Festival – Golf at Arcadia Bluffs or Bay Harbor – Boating, fishing in the Lake Huron area
Today’s Discussion l Marketing Objectives: Build momentum for 2012 Centennial celebration l 4 P’s of Marketing
Marketing: 4 P’s l Product – Programming tracks, e. g. History & Heritage, Nature, Arts & Culture l Place l Promotion – How can I reach my target audience? How do I tell them about the offer? l Price
Target Marketing The ultimate goal: match the right product or service with the right market or audience
Target Audiences l Specific groups or clientele most interested in your product l Specific marketing objectives for each segment
WHO are my customers? l “Baby Boomers” (45 -64), Millennials (18 -24), Gen Xers (30 -44), Youth, Children, “Matures” (65+) l Which segment am I trying to reach? – Leisure – “Academia”, e. g. Writers Conference
Inventory existing resources Youth & Children – Work with DNR and US Forest Service – Work with Lomas Brown’s group l Young Adults – Engage key people to create and deliver quality programming l Housing – Work with Positive Image to inventory lodging options l
African American Travelers Likely to visit family and friends (41%) Likely to take kids (21%) More likely than other Americans to take group tours (10% vs 4%) l On average stayed 3. 1 nights on their most recent trip l Most often stayed in hotels, motels or bedand-breakfast lodges (45%) l About 32% stayed at private homes l l l Black Enterprise, Dec. 1996 by Marjorie Whigham-Desir
WHAT are they like? l Demographic Information 2009: Work with local business owners and event sponsors to collect zip code information l Lifestyle Profiles
Recommendations (Ranked in Priority Order) l Trademark l Engage the name “Black Eden” highly regarded historians to record oral histories for use on the Web
Recommendations l Feed content to michigan. org: Places to Stay; Things to Do l Prioritize new programming based on ROI, e. g. disposable income, availability of public sector funding, university relationships, etc.
Recommendations l Marketing Budget: How much do you have to spend? l Create a pool of marketing and communications talent, e. g. graphic artists, Web designers, copy writers, event planners, media relations, public relations
Recommendations l Create a “host committee” to help plan and prepare the region for hosting local welcoming events l Invite Lomas Brown to participate
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