HM541Tourism Planning and Marketing
Week 4 Final Project: Marketing Proposal (PowerPoint) 200 points
The purpose of the final project is to apply the marketing and consumer behavior methodologies and theories learned throughout the course via the creation of a destination marketing proposal – a marketing proposal presented in a Power Point presentation format which describes a tourism sales promotion/advertising plan.
Destination marketing is a continuum process. As marketing managers, your task is never ending. In this final assignment, pick a destination anywhere in the world. Assume that you are presenting a new marketing proposal for a specific destination. Such a proposal could potentially be presented to a destination’s tourism board for consideration.
Step 1: Title slide – capture your audience’s attention with captivating graphics and a new slogan used to help create destination awareness. Many destinations change their slogan/motto to help attract attention. (Remember, “I love NY”, “Take a bite out the apple,” “What happens in Vegas…” “Find yourself here,” etc.) Pick a new slogan for your destination.
Step 2: Describe the reasoning behind the need for a new promotional campaign. Support your rationale with specifics. Perhaps to enhance brand image applicable to a specific demographic group? This slide explains why a new advertising plan is needed. Does your plan stem from repositioning strategy? Has destination attendance dropped? These are just ideas to help you brainstorm…. I look forward to reading the reasons why a new advertising campaign is needed.
Step 3: What is the objective or goal of this campaign? The objective usually aligns with the destination’s mission/vision. The objective seeks to address the problem that was introduced in Step 2.
Step 4: To help put narrow in – develop this advertising campaign for one tourist type. Describe the typology of tourist you aim to attract with this new advertising plan. What are the motivations associated with this specific group of travelers? (Remember to review assignments and discussion from Week 1 for traveler motivations and typologies). Also, keep in mind the week four readings which cover patterns of tourists and travel lifestyles.
Step 5: Describe the destination’s location, amenities, services, attractions, etc.. which aim to appeal to the target demographic. Create either a Cluster Analysis or HVM as introduced in Week 1 to help illustrate this concept for your audience.
Step 6: Create a travel package which will appeal to your chosen tourist type. Be sure to include approximate price. Remember, this promotional campaign is geared toward attracting a specific traveler type. (Feel free to gather ideas from your Week 2 work where students compared various travel packages).
Step 7: List reasons why the chosen tourist type will be attracted to this created travel package. You may want to consider your tourist motivational research and/or the buyer decision making process as explored in Week 1 within your description.
Step 8: List strategies aimed at creating tourism loyalty for this destination. Consider our discussions on CRM as well as the loyalty studies presented in Week 2. These descriptions can be bullet points.
Step 9: List your communication strategies. Consider the following: How will you market this destination’s new image? Which marketing mediums will be used? Internet, travel magazines, television, print, social media, or a mix of several of these communication tools? Be sure to describe your reasoning for these chosen marketing communication channels as well as how these communication channels will spark traveler motivation. Essentially, the marketing communications chosen must aim to reach and attract your target demographic. Describe your strategies as they relate.
Step 10: Briefly describe your method for monitoring results and tracking outcomes of your advertising efforts. Consider the tourism research methods introduced in Week 3.
Step 11: Conclusion – Wrap-up the presentation with a forward looking approach. Leave your audience with something to chew on….. effective marketing proposals end with either a vision of the traveler experience, a vision of the future of the destination, reinstate the mission of the destination and link it to the marketing proposal, and/or end with the slogan. Again, these are just ideas to help you provide a forward looking approach and to help sell your concept proposal to the tourism board.
Step 12: Add visual appeal to your Power Point. Consider the use of inserted photos (which is relatively an easy task – contact me if you need assistance). Students may choose to insert charts, graphs, tables, etc… This type of format captures the reader’s attention and helps communicate objectives in a presentation format.
Step 13: Your last slide should be an APA reference page/slide. We still need to cite sources used in this PPT format. Read and reread your slides several times; spelling, correct grammar, and citing of resources (APA) are worth a large portion of your grade.
Limit the number of slides to 15-25.
Let’ s assume your presenting your proposal to a board. Do NOT fill each slide up with too much information. In a real setting, a supporting document/report would be presented to each board member for review. The report will include all of the details, research, and thorough descriptions of each bullet point presented in the PowerPoint. The Power Point is only a summary of the proposal, and is all that is required for this final assignment. The report is NOT required for the purpose of the final project – only the creation of the Power Point.
Remember this when developing your presentation: If slides are filled with too much written information, one will quickly lose the attention of the audience. So, spread out your information. Use visuals, create bullet points, and last but not least, be creative! You’re trying to sell this idea, this new slogan, and why your chosen tourist type will be attracted to this destination! So, put on your creative marketing hats, apply the information learned in this class and throughout your studies, and put your best foot forward!
The Marketing Proposal PowerPoint is your final project in the course.
Have fun with this project. I’m just an email or phone call away should you have questions.