Professional Documents
Culture Documents
Door County
2015 CAMPAIGN RFP RESPONSE
OPEN DOOR
COMMUNICATIONS
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OPEN DOOR
TABLE OF
CONTENTS
EXECUTIVE
SUMMARY
SWOT
ANALYSIS
TACTICAL
APPROACH
10
SUCCESS &
MEASUREMENT
24
RESEARCH
6
CREATIVE
14
LOOKING
AHEAD
31
STRATEGY
& GOALS
10
SUMMER
PROMOTION
MEDIA PLAN
& BUDGET
21
24
HOW WE MET
YOUR GOALS
32
UTILIZED
SOURCES
34
OPEN DOOR
OPEN DOOR
WHO WE ARE,
Who We Are
Open Door Communications delivers creative strategies driven
by our guiding principle: the human element. We have a passion
for people and together we will open the door to insightful
solutions for your guests and stakeholders.
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COMMUNICATIONS
OPEN DOOR
OPEN DOOR
EXECUTIVE
SUMMARY
WHO WE THINK YOU ARE
Door County is a vacation getaway for passionate people. Its alluring waterscapes and local
communities provide the perfect destination for outdoor activities and pursuing your passions. Door
County is the perfect distance for Midwest families and Millennials taking a vacation. Visitors come
to experience the local communities and leave with a passion for Door County.
WHO ARE WE TALKING TO?
Target Audiences: We affectionately refer to our primary target audience as the, Mother Monarchs.
These consumers are female, head of household, 35-64 years old, and potentially group travelers.
We refer to our secondary target audience as the, Weekend Warriors. These consumers are 25-34
years old, active, adventurous, and enjoy spending their weekends away from the city participating
in unique experiences.
Target Markets: One of the best qualities of Door County is its local, feel. This intangible yet
unforgettable sense of belonging is one of the reasons visitors keep coming back. However, Door
Countys target markets must be within a reasonable driving distance, or they will travel somewhere
else. That is why we decided to market to the three most densely populated cities within Door
Countys potential visitor range: Milwaukee, Chicago and Minneapolis. These cities and surrounding
suburbs are home to a large percent of our target audience.
WHAT ARE WE SAYING?
Door County is seeking to increase their tourism in all four seasons, and differentiate themselves as
a vacation getaway. Our job was to create an advertising campaign that will run from May 1, 2015
to May 1, 2016 that will increase the consumers awareness of Door County as a vacation getaway,
and establish an inviting and unique brand identity. With the $1,000,000.00 budget we have been
given, we have created a new brand identity that we believe speaks to the culture in Door County,
and an integrated advertising campaign that will promote our new brand messaging across multiple
platforms.
HOW ARE WE SAYING IT?
We have selected placements in the media categories listed below that are relevant to our target
audiences in our three target markets. Further description of the placements and measurements
can be found in this book.
Media Used: Newspaper, Magazine, Radio, Billboard, Digital/Social Media, Guerrilla/Promotions
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SWOT
ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
Own their cute, quaint, and rustic characteristics
Attract off season travelers
Highlight off season activities
Target communities outside of the Midwest
Emphasize organic farming and going green
Target the head of household
THREATS
Midwest vacation destinations that offer weekend
getaways with scenic waterscapes
Vacation destinations that cater to large groups
Vacation destinations that offer year round
activities
Vacation destinations that are closer for travelers
Tropical vacation destinations
Lack of major attractions
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RESEARCH
NATIONAL TRENDS
REGIONAL TRENDS
MIDWEST
REMAINS
BIGGEST
SOURCE OF
TRAVELERS FOR
WISCONSIN
LEISURE TRAVEL IS
UP FROM 2012
KEY INSIGHTS
PERSONAL CONNECTIONS
+ EXPERIENCE DICTATE
DESTINATION DECISIONS
More than any outside source of
information, recommendations by friends,
family members or coworkers is the most
common way Midwest Travelers hear of
their destination. *
INTERNET DOMINATES
TRAVEL PLANNING
Almost all Midwestern travelers (93%) ranked the
Internet among their top three resources when
obtaining information about an upcoming trip.
This is a large percentage when compared to
the following two most commonly cited sources:
referral from a friend (61%) and travel guides/
books (38%). *
TRIPS TO WISCONSIN
ARE FAMILY-CENTRIC
Of all marketable overnight trips (those
not taken for business or to visit friends
and family) taken in Wisconsin in 2010,
38% included children (compared to 16%
nationally). Conversely, 22% of trips taken in
Wisconsin included friends (compared to
51% nationally). *
* denotes
*Wisconsin Department of Tourism
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TARGET
AUDIENCE
Mother Monarchs
WORD-OF-MOUTH
HAS THE GREATEST EFFECT ON MOM
Moms trust what they read online, according
to M2Moms, the worlds premier conference on
marketing to moms.
KEY INSIGHTS
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55%
59%
92%
42%
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Weekend
Warriors
A SHIFT IN SELF-IDENTIFICATION,
SPENDING POWER
$200 BILLION
Spending power of the over 105
million-strong millennial market.
Represents the first generation to
outsize the influential-but-aging
Baby Boomers.
1/4 MILLENNIALS
planned more overnight trips for
leisure in 2014 compared with the
previous year.
6/10 MILLENNIALS
would rather spend their money on
experiences than material things.
MILLENNIALS ONLINE
They spend 25 hours a week on average,
online
59% ON SMARTPHONES
35% ON TABLETS
70% ON LAPTOPS
91% REGULARLY ONLINE
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STRATEGY &
GOALS
Increase overall
brand awareness by
25% in three major
target markets:
Minneapolis,
Chicago, and
Milwaukee
Promote Door
County as a green
tourism destination
Positively
differentiate Door
County from
competitors
Increase number of
winter visitors to
Door County by 10%
in 2016
Increase number
of visitors to Door
County year round
and increase
revenue from
tourism in Door
County
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BRAND PROMISE
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TAGLINE
Be locally passionate
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TACTICAL
APPROACH
Open Door plans to increase overall awareness (via print, social media, radio, guerrilla, and out-of-home
promotions) by 25%, increase the number of winter visitors by 10% in 2016, and differentiate Door County
from its competitors, with the following strategy:
Focus and place all emphasis on the local, passionate communities that make Door County unique.
To accomplish this strategy, we will use the following tactics:
PRINT ADVERTISEMENTS
& RADIO SPOTS
To accentuate the passion in Door
Countys communities
SOCIAL MEDIA
Create a Door County digital magazine
Utilize Facebook & Twitter
SUMMER PROMOTION
Utilize the following bike-share programs: Divvy
in Chicago, Bublr in Milwaukee, and Nice Ride in
Minneapolis, to promote going green and attract
our target audience
With these tactics, we will accomplish our goals by effectively reaching our primary
and secondary target audiences in the Minneapolis, Chicago, and Milwaukee areas
through the mediums previously mentioned.
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CREATIVE
STRATEGY
PRINT ADS
BODY COPY: The cherry pie and handcrafted goods are perfect parcels to gift, but the
memories and relationships are what you hold on to eternally. Wherever youre from,
well make you feel like a local.
Be locally passionate.
CALL TO ACTION: Go to Doorcounty.com/local to order your free visitors guide and
plan your getaway today.
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BODY COPY:
The line tightens and a burst
of ripples excites the calm bay
water. It was worth the wait to
see her grin - it always is. Your
paradise doesnt have to be far
away.
Be locally passionate.
CALL TO ACTION:
Go to Doorcounty.com/fish to
order your free visitors guide
and plan your getaway today.
BODY COPY:
This footpath is your very own
work of art and this frosty
peninsula is the canvas. Your
worries dont follow you where
youre going, but your passions
do.
Be locally passionate.
CALL TO ACTION:
Go to Doorcounty.com/snow
to order your free visitors guide
and plan your getaway today.
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RADIO
RADIO SPOT #1
RADIO SPOT #2
ANNOUNCER:
SFX: Ambient noise up and under. Light city traffic with car engines,
brakes, and tires on pavement.
Weekend Warrior: My Passion? Local experiences. Passion feels like
the time you discover the perfect coffee shop in the city. Passion feels
like experiencing your favorite local band during the summer in the park.
Passion feels like the perfect weekend getaway to a place youve never
been before. Passion feel like experiencing the local flavors of Door
county. Passion feels like finding a unique piece of art to go in your office
at the weekend art fair. Passion feels like Door County.
ANCR: Experience your passion now, go to www.doorcounty.com/local
to order your free visitor guide and plan your get away today.
SFX: Ambient noise under and up. Light city traffic with car engines,
brakes, and tires on pavement.
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OUT OF HOME
BILLBOARDS
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GUERRILLA
CHALK ART
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SOCIAL MEDIA
Many of our digital advertising efforts have been designed with the intention of creating a lasting social
media presence for the DCVB. Aside from normal social media efforts throughout the year, we will promote
our new hashtag, #DoCo, in our bike-share summer promotion and in the guerilla events during the
summer. In addition we have created a digital magazine to utilize later in the campaign after the winners of
the winter weekend trips have been announced via the summer promotion. When the winners take their
trips they will blog about their experiences and share their entries through Door Countys social media
platforms. It is our overall goal to cultivate an engaged social audience, that is proud to post about their
passion for Door County.
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Our newly constructed digital magazine will be used later on in the campaign and house the blog
entries from the visitors who won the winter weekend trips to Door County via the summer bikeshare promotion. Participants will submit short entries to the site that describe their current trip to
Door County as it relates to their passion. This will allow past and future visitors to engage with other
travelers and the Door County community and see what other experiences there are. The hashtag
#DoCo that helped them win their free trip will also let the winners share their entries, pictures,
videos etc., on other forms of social media.
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SUMMER
PROMOTION
The summer promotion for Door County will utilize rideshare bikes by partnering with Divvy of Chicago,
Nice Ride in Minnesota, and Bublr Bikes from Milwaukee.
Each company provides bikes for tourists and explorers alike to travel the city via bike. Convenient bike
corrals with multiple locations allow riders to rent a bike on one side of the city and return it on the other.
These bikes attract tourists in the target markets who are also
likely to visit Door County. Biking is a great way to incorporate
Door Countys green movement. The rideshare bikes also get
the most use during the summer months.
By partnering with these companies, we are able to
personalize the bikes for Door County for the three months of
summer that the bikes are most in use; June, July, and August.
The bikes will have attention catching Door County artwork on
them with a call to action: #DoCo
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RIDESHARE PROGRAM
Each basket will display an easily identifiable sticker where riders can connect to the Ride
Locally application using Near Field Communication (NFC).
#DoCo
Riders will hold their smartphones above the identified area, and the sticker on the basket will direct
their smartphone to the App Store where they can download the Ride Locally application. Riders who
already have the application will be directed to the ride-tracking page of the application where they can
measure how far they have ridden to date. Riders will also be able to view how close they are to riding
the equivalent distance (in miles) from their city to Door County.
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MOBILE ASPECT
The Door County Ride Locally App partners with the bike-share companies to allow bikers to track their ride.
Bikers can see their mileage, time, and eco-footprint. Bikers that rack up enough miles will be entered into
the summer give away.
By biking 244 miles in Chicago, 322 miles in Minneapolis, or 154 miles in Milwaukee, riders will be entered
into win a grand prize for their city.
For those less cycling inclined, sharing a picture while using the Door County Ride Locally bike on Social
Media with #DoCo will also enter them to win a fully paid winter weekend trip to Door County.
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BUDGET
Newspaper
Magazine
OVERALL SPENDING
Guerilla
Newspaper - $208,624
Magazine - $217, 190
Radio - $176,000
Billboards - $128,200
Digital - $100,000
Outdoor / Guerrilla - $60,000
Summer Promotion - $100,000
Summer Promo;on
Radio
Billboards
Digital
SPENDING BY MEDIUM
Newspaper
This medium resonates particularly well with our primary target market, the Mother Monarchs in all three
of our target markets. We have placed both half and full-page advertisements in the most read newspaper
publications from Chicago, Milwaukee, and Minneapolis. Similar to our other placements, more money
has been spent in the Chicago DMA because of its higher cost and larger potential audience. In Milwaukee
we found this target market has the highest likelihood of visiting Door County. The graph below shows the
distribution of placements in the publications we have selected.
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Magazines
This medium also goes very well with our primary target audience, the Mother Monarchs. We anticipate
the overall circulation to be at least twice that of the original once the pass-along rate has been included.
Magazines provide a great arena for our advertising, as the high-quality printing allows the beautiful photos
of Door County to really pop, while giving the viewer the ability to fully analyze our message in a manner
that only magazines can provide. Open Door chose to spend a large portion of our budget here in the
hopes that these advertisements will continue to promote Door County long after they have been initially
purchased, or received. We purchased both half and full-page placements in the publications that have the
highest viewership among the members of our primary target audience in the three major target markets.
The graph below shows the distribution of placements in the publications we have selected.
Radio
We purchased ad slots in both traditional and online radio to reach both our primary target audience, and
our secondary target audience, the Weekend Warriors. For the Mother Monarchs we chose traditional
stations that are most commonly listened to by people within their target audience in our three major target
markets. With online radio we are able to very specifically geo-target advertisements, and easily insert our
messaging to listeners that only fit into our pre-determined criteria. This has given Open Door the ability to
very specifically and strategically reach the Weekend Warriors for a competitive price. The graph below
shows the distribution of placements in the publications we have selected.
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Billboards
This media selection will also cater mainly to the
Mother Monarchs, but could also potentially work well
with the Weekend Warriors. We have selected three
locations within each of our three major target markets
to place digital billboards. We chose digital over
traditional billboards for a variety of reasons. Our digital
placements will cost us less than a permanent board,
and more importantly, it will give us the opportunity to
change our creative whenever we need, particularly to
compliment our social media campaign. Placements
have been staggered throughout the 12 month period
to allow us to allocate more funds to other mediums
that we feel will have a longer- lasting impact than
billboards can provide.
Digital
Our digital advertising efforts will be primarily aimed at the Weekend Warriors target audience, but our
research has shown the Mother Monarchs are becoming increasingly involved in the digital space as well.
Over our 12-month campaign Open Door will utilize paid search, create sponsored posts and hire a social
media guru to run our social campaigns as we have described them. Prior to the launch of the campaign,
we will also have hired a third-party SEO specialist to ensure that we have maximum visibility when being
searched, or researched online. The distribution of funding for digital is shown below.
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Guerrilla
Open Door will organize and run two different Guerilla advertising
events in the summer we launch this new campaign. Both events are
designed to promote social media engagement and potentially result
in press and news coverage. The first event is an immersive 3D chalk
art piece. We will employ a local chalk artist in our Chicago market to
draw a 3D depiction of a classic Door County scene or waterscape.
This will be located in Grant Park in Chicago during the Lollapalooza
Music Festival. With the summer music festival going on there will be
even more foot traffic and exposure than normal. People walking past
the or waiting in line to enter the music fest can stop and take a picture
of themselves in the relaxing scene to share on social media with the
hashtag #DoCo. These pictures will promote Door County as a vacation
destination and allow potential visitors to literally see themselves in
Door County and understand what it means to feel like a local.
#DoCo
Picnic Baskets & #DoCo Divvy: Our second guerrilla tactic will coincide
with our summer promotion, which utilizes the bike-share program, Divvy,
in Chicago. We will place picnic baskets full of Door County promotional
items on exclusive cherry red Divvy bikes that will be sparced throughout the
city. These baskets and exclusive bike locations will be announced through
social media, throughout the summer. Our goal is to receive high consumer
engagement in this scavenger-hunt like promotion. Once items or bikes are
found, Door County enthusiasts will post pictures on social media with the
hashtag #DoCo.
Summer Promotion
Our budget of $100,000 will cover the items detailed below
The summer promotion for Door County will utilize rideshare bikes by partnering with Divvy in Chicago,
Nice Ride in Minnesota, and Bublr Bikes from Milwaukee. Each company provides bikes for tourists
and explorers alike to travel the city via bike. Convenient bike corrals located about the city allow city
enthusiasts to rent a bike on one side of the city and return it on the other.
The rideshare bikes attract tourists in the target markets who are also likely to visit Door County. Biking
is a great way to incorporate Door Countys green movement. The rideshare bikes also get the most
use during the summer months.
By partnering with these companies, we are able to personalize the bikes for Door County for the
three months of summer that the bikes are most in use use; June, July, and August. The bikes will
have attention catching Door County artwork on them with a call to action.
Each bike basket will display the NFC sticker that will send them to the app store to download the
Door County Ride Locally Application.
The Door County Ride Locally App partners with the bikeshare companies to allow bikers to track
their ride. Bikers can see their mileage, time, and eco-footprint. Bikers that rack up enough miles will
be entered into the summer give away.
By biking 244 miles in Chicago, 322 miles in Minneapolis, or 154 miles in Milwaukee (the distance it
takes them to get to Door County) riders will be entered to win a fully paid winter weekend trip to
Door County.
For those less cycling inclined, sharing a picture while using the Door County Ride Locally bike on
Social Media with #DoCo will also enter them to win a fully paid winter weekend trip to Door County.
The prizes will be a fully paid winter trip to Door County.
The Door County Ride Locally Summer Initiative attracts the desired target audience and encourages
going green. Not only will the Door County name be riding around midwest cities, but it will be living
as digital word of mouth via the social media contest. The Door County Ride Locally Summer Initiative
captures passionate people supporting their community by going green.
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NEWSPAPER
CHICAGO TRIBUNE
STAR TRIBUNE
MILWAUKEE JOURNAL SENTINEL
MAGAZINE
CHICAGO MAGAZINE
MINNESOTA MONTHLY
MPLS ST. PAUL
EXCLUSIVELY, YOURS
WHERE MAGAZINE
RADIO
TRADITIONAL
Chicago - 93.9 MyFM
Chicago - 780 WBBM AM
Milwaukee 99.1 WMYX
Milwaukee 620 AM
ONLINE
Pandora
Spotify
BILLBOARDS
MILWAUKEE
CHICAGO
MINNEAPOLIS
DIGITAL
PAID SEARCH
SPONSORED POSTS
SEO
SOCIAL MEDIA
OUTDOOR/GUERRILLA
4D CHALK ART
BIKE PICNIC BASKETS
SUMMER PROMOTION
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15 - JUN
15 - JUL
15 - AUG
15 - SEP
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15 - OCT
15 - NOV
15 - DEC
16 - JAN
16- FEB
16- MAR
16- APR
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16- MAY
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SUCCESS &
MEASUREMENT
To evaluate the exposure of the campaign, Open Door will compile information from the
advertisements into a data warehouse. For each media type, we will track and evaluate specific metrics
associated with exposure.
For print media, we will use circulation, frequency, and gross rating points. This will allow us to
analyze the efficiency of our spending, and the goal is to have a higher gross rating point and lower
cost.
For radio, we will use cumulative persons, frequencies, gross ratings points, and station ratings.
These metrics will help to show when and where our advertisements are receiving the most
listeners.
Billboard evaluation will include reach, frequency, and gross ratings points. Understanding these
metrics will show which markets our advertisements are most efficient in.
Digital measurements for our multiple online media will be website hits, frequency, comments,
likes, and gross ratings points. This allows us to understand which advertisements and what content
is receiving the most attention.
Through the use of these metrics and services, such as Nielsen, Google Analytics, and Search
Engine Optimization, we will be able to measure, chart, and evaluate the effectiveness of each of our
advertisements. Our system will translate reported numbers such as circulation, reach, cume, and
frequency and convert each statistic into a gross rating point. These points can then be compared and
evaluated to show that each advertisement is being optimized for exposure and the maximum possible
return on investment.
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LOOKING
AHEAD
Social
The Social Media work we have begun in this campaign has the potential to continue to create awareness
for Door County in the years to come. Along with the creation and use of the new #DoCo, we have the
opportunity to continue to utilize user-generated content. Instead of a normal vacation social page where
we continually post about ourselves, we will frequently share posts from locals, and visitors. It is our goal
over the next few years to grow a rich social community that fosters discussion about what makes Door
County great. In addition to sharing these posts to social media, we plan to post select blog entries on the
Door County Visitor Bureau website. Along with the posting of user-generated content, we have examined
the idea of beginning to post long-form articles about specific people in Door County and their passions.
These articles would serve to provide an in-depth look at some of the passionate people that make Door
County unique, and hopefully further create a brand identity that feels local and passionate. Together, this
social strategy will continue to build brand awareness, and different Door County from competing vacation
destinations.
Promotions
Like the summer promotion we have created for you, we hope to create an engaging winter promotion
with the goal of increasing consumers perception of Door County as a year-round vacation destination.
This will coordinate well with the winter trip we have awarded through our blog contest, where a winner
will blog about their vacation time in Door County during the winter. Over time we plan to create a Door
County brand that is known as a year-round destination and not just a summer destination.
Guerilla
We believe that guerilla advertising has a unique ability to create a lasting relationship between
consumers and a brand. The guerilla efforts we have made in this campaign seek to do just this, while
promoting the passionate work done by the artists we work with. Looking forward, we hope to continue
to work with creative, passionate artists, potentially from Door County in creating engaging guerilla
advertising that increases overall awareness and differentiates Door County as a vacation destination.
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HOW WE MET
YOUR GOALS
In order to create a unique brand identity for Door County, Open Doors plan was to achieve the overall
goals of increasing awareness by 25%, increasing the number of winter visitors by 10% in 2016, and
differentiating Door County from its competitors. To accomplish these goals, we:
Researched travel and tourism market trends amongst the Midwest, Door Countys competition, our
primary and secondary target audiences, and other industry trends in order to provide key insights.
Researched various media across our key markets, providing insight into which media will best
achieve Door Countys goals.
Created radio and print advertisements for all four seasons, specifically targeted at our primary target
audiences, to accentuate Door Countys passionate communities.
Utilized out-of-home and guerilla marketing in order to increase exposure and reach to various
markets.
Created a Door County digital magazine aimed at increasing awareness and usage of Door Countys
online social media profiles through promotional contests, online content, and the hashtag #DoCo.
Placed Door County advertisements in specific media outlets in which Door Countys advertisements
will gain the most exposure and buzz amongst our target markets.
Executed a summer promotion in our markets aimed at promoting going green in order to attract our
target audience.
By accomplishing these goals, we were able to create a unique brand identity for Door County. Through
our advertisements and promotions Open Door will increase the number of annual visitors to Door
County.
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LEADERSHIP
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MELINA
CREATIVE DIRECTOR // ART DIRECTOR
MICKEY
ACCOUNT EXECUTIVE // MEDIA
KATE
STACY
COPYWRITER // ASST. ACCOUNT EXECUTIVE
SEAN
MEDIA
ENRIQUE
RESEARCH
LUZ
RESEARCH
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UTILIZED
SOURCES
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THANK
YOU
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COMMUNICATIONS