Albert Diaz, Richard Luu, Gregory Minesaki

Jason Park, Karen Wang

Mammoth Mountain Summer Proposal

IBM 326 May 29th, 2012

Agenda

Current media analysis & planning

Competition & Growth

Interactive campaign objective

Suggest target segments

Media strategies

Proposal

Additional recommendations

Concept brief

Media Analysis & Planning

Strengths

• Strong online presence.

• Covers a wide range of social

media platforms.

• Homepage has mobile device

support.

• Strong brand image due to

winter season.

Weaknesses

• Homepage has too much clutter.

• Trip Planner is focused on winter

season.

• Official forums are not utilized as

much as other social platforms.

Opportunities

• Generate greater awareness for

summer activities offered.

Threats

• Market for summer activities is

extremely fragmented.

Interactive Marketing Campaign Objective

Request for proposal in serving Mammoth Mountain during

the summer time

The business would like to bring in new customers in addition

retain current customers

Objective

Focused on developing a long term and sustaining

marketing plan that focuses on experience and end-

to-end integration of marketing activities

Unified Theme: “Experience”

• Give our consumers a unique experience for attending

Mammoth Mountain

Target Segments

Families (Fanny Packers)

Mountain Bikers (Active Outdoor

Enthusiasts)

College Students (Sleep, Eat, Play, Study)

Fanny Packers

Targeted Segment: Families with 1~4 children

Combined income of ~$80,000+

Lifestyle: Busy working parents, busy children at

school, vacations planned around school schedules

Online, print and radio

Media Strategies

Advertising Online

“Building memories, one experience at a time!”

Top sites for travel

Trip Advisor, Yahoo!

Travel, Expedia, Travelocity, Priceline

Media Strategies

Print

Travel, outdoor/leisure activity magazines with high circulations

National Geographic, Via Magazine, AAA Living, Travel & Leisure

Billboards

Radio – Morning traffic hours (before work) and after

work hours

County Commute Patterns

Active Outdoor Enthusiasts

Targeted age 17-35

Actively seeking an experience (thrill seeker)

Lifestyle: Spends most of their time on adventurous

outdoor activities

Social media, Online, and Print

Researching, Entertainment, and Communicating

Active Outdoor Enthusiasts

Media Strategy (1) “Advertising Online ” Socaltrailriders.org Vitalmtb.com

Recommended by mountain bikers and riders within our target age

Pinkbike.com

Media Strategy Continued (1) “Dare to Experience”

“Dare to Experience Mammoth Mountain”: will evoke

curiosity, interest and challenge for new and current

customers to go to Mammoth

Media Strategy (1) “Advertising Online”

•Once advertisement is clicked the prospective

customers will be tracked and sent to a micro site

•Micro site will contain:

•Videos, Photos, and Calendar Events

Media Strategy (2) “Social Media”

Currently, Mammoth has more consumers following them on Facebook, Twitter, and YouTube compared to competitors (Tahoe, Mt. High, and Big Bear).

Take advantage and incorporate “Dare to Experience Mammoth Mountain”

Consumers wants and needs are to complete challenges.

Create a Mammoth Biking Experience Challenge

This type of challenge rewards riders with stickers or badges.

Creating buzz and the need to obtain awards. (achievements)

Media Strategy (3) “Print Media ”

Recommend that Mammoth reach out to local bike

shops within a (200 mile radius)

When customers buy their new bikes, they will get a card

Represents Mammoth as the mountain to take their new bike and ride

Tracking: QR code and web link to specific site

College Students (Sleep, Eat, Play,

Study)

Ages: 17-26 (Gen-

Y)

Income: <$30,000

Educated

Highly Mobile

Mainly in School

September-June

Tech Savvy

Trendy

Over 3 million in

CA

Avg. College

300+ mi. & 6

hours drive

Media Strategies-College

Students

Create a weeklong event, one week every

month

Mammothfest – “A Mammoth experience

like no other.”

Includes current activities:

Mountain biking, fishing, rock climbing, geocaching

Offer new activities:

Mud runs, obstacle courses, festival/carnival

games, concerts, open barbeques, large scale

competitions

Mammothfest“A Mammoth experience like no other.”

Dedicate a website: “Mammothfest.com”

Use Social Media as the main communication

tool to reach out to current and potential

customers

Develop a media plan to build awareness and

“buzz” before, during and after the event

Use current sponsorships for promotion

Media Strategies-College

Students

Overview of Communication

Strategy

Before Blog/Website Facebook Twitter Youtube

During Instagram Foursquare Blog/Website Twitter

After Blog/Website Facebook YouTube

Facebook Fan Page

Tracking

Unique Code during ticket purchase

Code can represent discount, free prizes, other

offer

Historical Averages

Landing Page(s)

Traffic Going to Mammothfest.com

Tickets Purchased from Mammothfest.com

Fan & Follower activity on social media tools

Facebook & Twitter

Additional Recommendations

Transition from Winter to Summer activities

sooner.

Summer / Winter options on homepage.

Questions?

Thanks for your time!