Tahoe Donner
Marketing Plan
2014
Marketing Plan Contents
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Executive Summary
Situation Analysis
Key Initiatives
Marketing Goals & Objectives
Competitive Analysis
Target Markets
SWOT Analysis
Brand Strategy
Marketing Strategies and Tactics
Contents Continued…
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Customer Loyalty Program
Cooperative Partnerships
Collateral Overview and Tactics
Sponsorships
Signature Events
2014 Calendar of Events
Appendix includes: Advertising plan/Google
Ad campaign/TD Rewards/Budget/Social
Media Policy/2013 Assessments
Tahoe Donner Public Amenities
Page 3
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Alder Creek Campground
Cross Country Ski Center
Downhill Ski Area
Equestrian Center
Golf Course and Driving Range
Bikeworks
Pizza on the Hill
The Lodge Restaurant & Pub
Snowplay Area
Tahoe Donner Private Amenities
Page 4
 Northwoods
Pool and Recreation
 Tennis Center
 Trout Creek Recreation Center
 Beach Club Marina
 Association Buildings – Northwoods
Clubhouse
 Property – Trail System and Euer Valley
2012 Revenue Breakdown by
Amenity
page 5
Key Initiatives
page 6
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Member awareness and participation
Set up research efforts
Strive to increase revenue
Leverage technology
Increase participation in Regional Market
Growth through cooperative partnership
opportunities
Increase Market Share for Public Amenities in
an effort to keep member assessment down
Goals & Objectives
page 7
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Grow amenity and programs (product) use
by members and guests alike
Grow market share in regional markets
including: Reno, Sacramento and San
Francisco- Bay Area
Brand awareness campaign
Increase member loyalty through
communication and research
Leverage digital technology – mobile and
social
Increase appropriate product offerings
Target Markets
Page 17
 Geographic
– Local/Tahoe/Truckee
region, Reno, Sacramento, and the San
Francisco Bay Area (primary drive
market). From Google Analytics we see
we draw interest from L.A. and New York
City (designated markets areas) as well.
 Characteristics – outdoor enthusiasts;
environmentally concerned and ecofriendly; “locals” mentality even if 2nd
home is here.
Customer Demographic
Page 17
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Families
Dual Income, No Kids
Families whose kids have moved out of the house
to college or careers
Couples
Retirees
Bay Area/Sacramento people with 2nd homes or
visitors to TD
Part-time residents who work and live here but also
spend part of their time in Sacramento or the
Greater Bay Area.
*New Member Profile Information in 2014
Brand Strategy
Page 20
 New
color scheme graphics
Additional Strategies and Tactics
Starting on page 22
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Group Sales
Advertising Plan
Public Relations Plan
Events
Sponsorship Efforts
Digital Overview
Social Media Plan
Customer Loyalty Program – in 2014
Cooperative Partnerships
Additional Marketing Plan
Sections
 Calendar
of Events
 Media Buys for 2014 – budgeted and
mapped out with bonus offerings
 Google Ad Campaigns for Summer and
Winter
 TD Rewards FAQ – for 2014 roll-out
 Marketing Budget
 Social Media Policy
 2013 Assessments
Questions?
Thank You!