Presents Key Facts • Third largest gathering place for Bald Eagles in North America • Harrison Lake is the only area in all of BC to host all 5 species of Salmon & Steelhead trout • Hot Springs source is exclusively owned the province of BC & Harrison Hot Springs Hotel • Harrison Hot Springs is in its DECLINE in the PLC (product life cycle) • GreenKey Certified • ICSP Sustainability Plan Key Findings Visitor demographic BC 56% Europe 16% USA 11% Other Canadians 6% Locals 5% International 5% • • • • • • • • • 2 hours drive from East Vancouver Hwy 1 – Quickest route Hwy 7-Scenic route 3 hour drive from Seattle, Washington Abbotsford Airport is 60 minute drive from Harrison YVR is a 3 hour drive Float plane dock is located on Harrison Lake Visitation to Harrison is decreasing 35-40 minutes away from Hemlock Visitors BC Europe US Other Canada Local International Assumptions • Promoting the Harrison Hot Springs at a whole will bring more tourists, which will bring more business to the area • Harrison currently runs “Festival of Trees” from Nov-Jan every year • Some government funding for being part of ICSP and GreenKey certified Problem Statement What IMC Campaign can Harrison Hot Springs implement to increase visibility and tourism within their target market by 36% in 2 years, while maintaining integrity within their sustainable community. Current Target Market Demographic: 45-65 years (baby boomers) Couples and family travelers retirees Geographic: Local-small community in the Fraser Valley Regional- 2 hours drive from Metro Vancouver Located near Hemlock Mountain Urban population Psychographic: Health & Wellness enthusiasts Weekend get-a-way Full service amenities Behavioral: Relaxing Budgeters List minute planners Projected Target Market Demographic: Young couples 20-45 Generation Y Double Income No Kids (DINKS) Geographic: All of BC Locals of Harrison Psychographic: Nature lovers Eco-conscious thinkers Outdoor sports enthusiasts Weekenders Behavioral: Last minute planners Budgeters Relaxers Leisure SWOT Strengths • • • • • • • • • Facilities already in place for events Government support and funding GreenPath and Green Key Eco-Rating Program certified Rich background and local history Naturally occurring hot springs Natural beauty ICSP certified (sustainable community) Strong community involvement Tied to the “Supernatural BC campaign for 2010 Weaknesses • • • • • • No direct transportation from airports Seasonal destination – peak season is June – September Lacking in brand identity Currently in Decline stage of the PLC Not a very “hip” place to visit Slow winter season Opportunities • • • • • • • • • Advertising to larger markets Offer new and exciting events to draw in new tourists Promoting all season events Coupons or Loyalty programs for frequent guests Promotions for families and couples Growth in local travel and interest of “knowing you backyard” Trend in sustainable and eco friendly travel Close resort for Lower Mainland residents Extending the peak season Threats • • • • • • Growing trend of “spa” resorts and “healing” lakes/resorts Lack of recognition from international travelers Canadian dollar isn’t optimal for non North American travelers Seasonal events and weather dependent Advertising as natural beauty seems “old news” Competition from other resorts- i.e. Whistler, Tofino, Kelowna etc. Competitive Analysis Whistler • • • • Internationally known Main venue of Vancouver 2010 Olympics All season events winter and summer Whistler 2020 Sustainability Plan Summer Crank Works Tough Mudder Warrior Dash Zip lining Family Adventure Zone Winter Wine tasting tours Fire and Ice show Snow shoeing Skiing Snowboarding Hotels & Resorts Delta Whistler Village Suites Fairmont Chateau Whistler The Westin Resort & Spa The Four Seasons Resort Kelowna • • • • International and Local awareness Offer summer and winter recreational activities Wineries and tourist destinations SolarBC & Central Green Sustainability Plan Summer Community Theatre Okanagan Wine Festival Mardi Gras Festival Parks Alive Winter Big White Mountain Okanagan Bridal Expo Casino’s & Nightlife Hotels & Resorts Royal Private Residence Club Lake Okanagan Resort Delta Grand Okanagan Resort Manteo Resort Waterfront Hotel Positioning For young couples and families who desire outdoors and eco friendly adventures, Harrison Hot Springs offers you an affordable and unique experience to meet your destination needs. ALTERNATIVES • • • • • Resort to relax and explore and to get away Boating, golfing, fishing and many water activities Skiing and snowboarding Goal: to bring tourism to the mountains Promotion with Hemlock Mountain IMC Tools 1. Personal Selling 2. Advertising 3. Sales Promotion Pros • Targeting a larger audience 1.9 million users per week in Lower Mainland on Public Transit • Flexible • Pamphlets and flyers make it tangible • Persuasive • Immediate feedback Cons • Biased opinions • Messages may differ from what we expect and what agencies promote • Promotions can be easily duplicated • Smaller newspaper • No control over feedback • • • • Naturally occurring Hot Springs Outdoor experiences Health and wellness retreats Geared towards Eco-conscious individuals Outdoor enthusiasts IMC Tools 1. Personal Selling 2. Sales Promotion 3. Advertising Pros • • • • • Travel agencies do the footwork Selective audience Flexible Targets a trendy pass times Eco-Conscious individuals Cons • Higher cost • Different messages between travel agencies • Outdoor enthusiasts normally plan their own adventure • Exploring your own backyard • Geared towards adventurists outdoor enthusiasts families and couples • History of Harrison Hot Springs • Guided tours Tugboat Junction IMC Tools 1. Advertising 2. Public Relations 3. Sales Promotion Pros • It focuses is on the rich history of Harrison • Information provided is more credible in consumers mind (PR) • Harrison already provides tools needed to run events • Low cost Cons • Limited target market • Locals and Vancouverites are uninterested in local history • Difficult to translate without actually experiencing tour • Difficult to obtain media cooperation Solution What IMC Campaign can Harrison Hot Springs implement to increase visibility and tourism within their target market by 36% in 2 years while maintaining integrity within there sustainable community. Implementation Plan Push Strategy 1. Personal Selling Travel Agencies such as Flight Centre 2. Selling Promotions Coupons (in pamphlet) Package deals Contests Loyalty Programs Pull Strategy 3. Advertising Sales Pamphlets Flyers Transit Posters Facebook, Twitter and Tourism Harrison Website Metro Newspaper Product • • • • • Fishing Derby- Salmon (Sept-October) Ski & Snowboarding (Nov-Jan) Winter Wonderland in Harrison (December) Sasquatch Swim (Jan 1st) New Year Specials Place • • • • Harrison Hot Springs Harrison Lake Hemlock Mountain Metro Vancouver and Fraser Valley MetroNews Bus Stations Skytrain/West Coast express Promotion • Skiing & Snowboarding Packages Ski lift & Gondola • Couples Deals • Fishing Derby • New Year Specials Fireworks Discounts (pay for 3 get 1 free) Dec 30th-Jan 2nd Price Fishing Derby: Volunteers and min of 5 employee’s x $12 per hour $480 (8 HOURS) Training cost: 3 days training 12x5x8x3= $1440 Early Bird Special first 100 participants get free parking and boat launch. Skiing/Snowboarding packages- Travel agencies 3 days 2 nights packages $199 (odd/even pricing) 2 days 1 night packages $149 (odd/even pricing) Couples packages $449 3 days 2 nights ** in lieu of current romance package** Advertising Costs: 82,145.30 Budget •Overall Annual Advertising Budget: 82,145.30 •Left over: 17,854 Contingency Plan IMC Tools 1. Advertising 2. Public Relations 3. Sales Promotion Course Concepts SWOT: Assess both the internal and external Product life cycle: In describing state of environmental of brand and product. Push strategy: Promoting products directly to consumers through adds on a sky train Used objective and task budgeting: Create promotional program Target market: The customer segments the company and is interested in selling its product and services to Harrison focusing on changing the current target market. reach smart goal. Harrison Resort Bundle Pricing- Through package deals, snowboarding rental and day pass. Integrated Marketing Communications: Used for all solutions. Promotional Elements: events getting new people to Harrison Perceptual Map: A “chart” to show positioning of Harrison Hot Springs Course Concepts 4P’s: Product, price, promotion and place were Target Audience: Using promotional all part of the implementation plan. It helped us determine how to determine and reach smart goal. Sales tests: Through radio and newspaper advertising Advertising: through metro news and sky train stations Personal selling: through travel agent Sales promotion: through package deals programs to the end user through hosting events where people are drawn to Harrison STR!DE Marketing Survey Results Age Group 50.0% 50.0% 45.0% 40.9% 40.0% 35.0% 30.0% 18-24 25.0% 25-34 20.0% 35-44 15.0% 45-54 10.0% 55-64 5.0% 4.5% 0.0% 65 pluss 1.5% 18-24 25-34 3.0% 0.0% 35-44 45-54 Series1 55-64 65 pluss Where would you go, to enjoy both water and snow activities and resort getaways? 20% 17% Harrison 14% Whistler Cultus 5% 44% Osoyoos Kelowna Do you enjoy outdoor activities? No 9.1% Yes No 92.4% Yes 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% References Tourism Whistler. 2012. Retrieved from: http://www.whistler.com/events/ Booking. 1996-2012. Retrieved from: http://www.booking.com/city/ca/whistler.en.html?aid=306395;label=whistlerFk7z3A13hQbMc3hzijDauAS15034761389:pl:ta:p1:p2:ac:ap1t1:neg;ws=&gclid=CJ9k8Xp9bMCFSPhQgodxiAAzQ Casa Loma Lakeshore Resort. 2008. Retrieved from: http://www.casaloma.com/index.html Lake Okanagan. 2012. L.E.T Group. Retrieved from: http://www.lakeokanagan.com/ Kelowna Mountain. 2012. Consiglio Group. Retrieved from: http://kelownamountain.com/kmc-content/our-location Tourism Kelowna.2012. Retrieved from: http://www.tourismkelowna.com/do/ Harrison Hot Springs Resort & Spa. 2012. Retrieved from: http://www.harrisonresort.com/Activities.aspx Vancouver Transit Advertising.2012. Lamar Advertising. Retrieved from: http://www.vancouvertransitadvertising.com/dev/wordpress/ Shaunocallaghan. 2012. Whistler Web & Print. Retrieved from: http://www.shaunaocallaghan.com/whistler-real-estate/resources/whistlerdemographics.cfm Tourism Whistler. 2012. Retrieved from: http://events.whistler.com/about-whistler/targetmarkets/ Harrison Hot Springs. (n.d.). Trademark of the Province of British Columbia. Retrieved from Hello BC: http://www.hellobc.com/en-CA/RegionsCities/HarrisonHotSprings.htm Tourism Harrison. (2011). Retrieved from Harrison Hot Springs: http://www.tourismharrison.com/ Whistler 2020. 2011. Retrieved from: http://www.whistler2020.ca/home