Integrated Marketing Communications Plan

MOUNTAIN MEDIA INC Integrated Marketing Communications Plan Whistler Alpine Guides Bureau Jase Wilson, Guillaume St-Louis, Richard Harris 4/15/2010 Mountain Media s professional advice concerning the Whistler Alpine Guides Bureau s Via Ferrata product. Prepared for the 2010 Summer season.

Contents Agency Philosophy... 2 Executive Summary... 3 Review of Marketing Plan... 5 1. Industry/Company Review... 5 2. Product Review... 6 3. Buyer Analysis... 9 4. Competitive Review... 10 IMC Objectives and Strategies... 12 1. Objectives/Measurement... 12 2. Positioning... 12 3. Rebranding... 13 4. Advertising Recommendations... 14 I. Outdoor Advertising... 15 II. Internet Marketing... 17 III. Public Relations (PR)... 18 5. Budget... 20 6. Scheduling Pattern... 21 Conclusion... 21 Appendix 1... 22 Appendix 2... 23 Appendix 3... 24 References... 25 Page 1

Agency Philosophy Mountain Media believes in creative strategies to give maximum exposure for clients with limited advertising budgets. As always in business what matters is the bottom line, Mountain Media believes in employing rigorous research and customized marketing campaigns suited to each client s need. Bottom line marketing should never mean poor marketing, nor should it compromise the advertsing objectives and business objectives of any orginization. With Dedication and passion we aim to reach the mountain sport culturers like ourselves. Mountain Media is willing to stand by each design knowing that our passion is our clients passion and our clients passion is their customers passion. Time, effort and attention to detail can deliver results. Our goal at Mountain Media is to go the extra mile as our name depends on it! Jase Wilson Creative Strategist Guillaume St-Louis IMC Designer Richard Harris Research Specialist Page 2

Executive Summary The following market study and recommendations paper has been written and customized for the Whistler Alpine Guides Bureau (WAGB). Mountain Media (MM) has prepared this Integrated Marketing Communications plan (IMC) in coordinance with the wished of its client WAGB. For the summer 2010 adventure tourism season WAGB has contracted MM to redevelop a marketing plan for their product the Via Ferrata (VF). Research regarding the company, the product, competition and the buyer has revealed strengths and weaknesses for this product. Findings indicate that this problem child could turn into a fine product and deliver significant satisfaction to both the owners and customers. MM has included all the research findings in order to build case for its recommendations regarding branding, advertising, price and positioning tactics. This high involvement product has great potential in Whistler s adventure tourism market, however there are key weaknesses that are hindering its performance. From a lack of understanding to price WAGB has many issues with the VF and MM has made numerous suggestions. The key component to this IMC plan is the rebranding that MM has theorized needs to take place. This product is getting lost amongst a sea of activities in a very competitive market. The product has never had its own brand, consumers are unaware of it because even amongst WAGBs many products it is hard to differentiate which is which. In the IMC objectives and Strategies section MM will deliver the suggested new brand title and outline the brand awareness campaign that is to follow. Focus upon certain aspects of the advertising mix will become prominent amongst others, rational will be included as to why MM has chose to use each medium as well why others were left out. WAGBs goal for summer 2010 for the VF is to see a significant increase in sales to regional traffic or rubber tire traffic. This geographic region includes Vancouverites, Islanders, Greater Vancouver and Northern Washington State. MM believes that its IMC campaign in the future could drive traffic but in the immediate could give the VF a greater share of activities users from Whistlers base. The establishment of a separate brand and external webpage with a link to WAGBs main page for booking Page 3

will allow the VF to stand out amongst its competitors. Brand recognition will allow adventure seekers in Whistlers base to locate and use the VF much easier. MM has focused its efforts on creating a campaign with lasting infrastructure, one that could benefit the VF in the long term. Tools for measurement have been included and this is another key component of MMs campaign. To create a system that is capable of receiving great amounts of information from customers that WAGB may put to use in future. Measurement will allow MM to understand how successful the IMC has been and also to retrieve consumer information and feedback surveys. This direct link to potential customers will benefit every product in WAGBs arsenal. Some may feel as though they are ready for a step up in adventure and WAGB has the products to satisfy each need. MM has focused primarily on one thing, making it easier for consumers to find the VF. The entire IMC plan is a reflection of this goal. In the following sections the strategies surrounding this goal will be outlined in full. Page 4

Review of Marketing Plan 1. Industry/Company Review Whistler Alpine Guides Bureau (WAGB) is an outdoor adventure company based in Whistler, BC. The company operates in the outdoor adventure tourism industry and specifically offers mountain guiding services. Mountain guiding is relatively new in Canada as the first professional mountain guide to work in the country was in 1896. By 1899 the Canadian Pacific Railway decided that guides were essential for the safety and well-being of their guests and began the tradition of importing European guides to take guests into the Canadian mountains. These professional guides played a role in first ascents of many major peaks in Canada. The Association of Canadian Mountain Guides (ACMG) was formed in 1963 with the encouragement of Parks Canada. By 1966, a program for training and certifying guides was in place. In 1972, the ACMG became the first non European member of the International Federation of Mountain Guides Associations (IFMGA), the international body that sets professional standards for mountain guides worldwide. (Guides have played..., n.d.) Locally owned and operated, WAGB is based in the Resort Municipality of Whistler (RMOW), in the heart of the Coast Mountains of British Columbia, Canada. Founded in 1991, the Whistler Alpine Guides Bureau has a long-standing tradition of being the only full-service mountain guiding company and mountain instructional school in the Whistler and Squamish areas. (About us, n.d.) The company employs over 20 professionals. Instructors and guides are certified in advanced first aid and have a strong background leading in the outdoors. All skiing, climbing and mountaineering guides are trained and certified by the ACMG. Teachers as well as leaders, WAGB s guides are fantastic mountain companions equally pleased to share experiences and skills as to guide challenging routes and peaks. (Personnel & Guides, n.d.) WAGB offer a variety of products and services that are described in the following lists: Winter Adventures Backcountry Skiing Ice Climbing Private Guiding School & Private Groups Winter Rentals Page 5

Summer Adventures Via Ferrata Glacier tours Scrambling Rock Climbing Hiking Mountaineering Private Guiding School & Private Groups Summer Rentals Courses & Certifications Avalanche Safety First Aid Courses Mountaineering Rock Climbing Ice Climbing Ski Mountaineering Backcountry Skiing Clinics The target market for the adventure-type of products offered by WAGB is basically the visitors of Whistler area. From local people to foreign tourists, the company offers activities for an age demographic ranging from more or less 10-60yrs individuals in good physical condition. A common interest is amongst this group is outdoor adventure. The target market for the course-type of products offered by WAGB is more concentrated to the population of the Lower Mainland and Coast and Mountains regions in the age demographic of 25-34yrs. A common interest is the outdoor enthusiasm and the values of actualization and achievement. The current marketing mix developed by WAGB is limited to brochures, local paper classified ads, social media, public relations and publicity. The company have stayed away from major advertising campaign because of lack of return on investment and limited budget. 2. Product Review The focus of Mountain Media s (MM) campaign for the Whistler Alpine Guides Bureau (WAGB) will be a product called the Via Ferrata (VF), which is Italian for the Iron Way. The VF was invented in Italy during the First World War as a method for transporting troops and mountain infantry over the Dolomite mountain range in Northern Italy. A VF consists of a vertical rock face with iron ladder rungs fastened into the rock. Participants will climb the ladder but will have a rock climbing type of sensation. Rock Page 6

climbing harnesses will be worn by all participants who will protect themselves with locking carabineers on a steel cable that has been fixed to the rock face. The VF route leads to the Peak of Whistler Mountain. See Fig. 1 & Fig. 2 for a visual of the climbing and the VF route. Notice the iron rungs and fixed steel cables. Fig. 1 Fig. 2 Retrieved from whistlerguides.com/summer/ferrata Jan. 26/2010 North Americans aren t familiar with the VF and this has created challenges for WAGB as many consumers in Whistlers base do not know what to expect. The goal of MM s awareness campaign is to stimulate domestic markets such as southern British Columbia or Washington State by creating an understanding/comprehension of what the VF is. The product falls under the category of soft adventure. One major problem for the VF is that the brand image of WAGB is that of a hardcore mountain guiding company. Soft adventurers might feel as though the product is too involved for them because of its relationship with WAGB. MM suggests that the VF needs its own brand, its own identity. The season for the VF is very short from June to October but still the tour runs every day sometimes with only one or two people. Mountain Media s advertising campaign aims to create awareness about the VF and send out twice as many full trips for the 2010 summer season. Full trips generally consist of a maximum six customers to one guide. Compared to other activities in its price range the VF is much more of a full day adventure where as the others last only three to four hours. Key benefits and Product strength (SWOT) Great Views There are very few limitations on age and levels of fitness, pretty much anyone can do it Page 7

Feeling of success and achievement Summit Whistler Mountain Safe but adventurous The approach to the route involves crossing a glacier, participants will have ice axes and crampons and get to feel like real mountaineers Eco friendly, only human kinetic energy is used to summit the mountain Low impact on environment Great for pictures Social and physical health benefits Fantastic physical goal setting challenge The Via Ferrata cost per person is $129, this includes guiding and all of the safety equipment. Weaknesses of the VF and a list of other activities that run at about the same price are listed below. (only the main competitors have been chosen, more detail upon competition will be delivered in the competitive review): Ziptrek eco tours Outdoor adventures (AV tour, hummer, horseback) Whistler Bungee Golfing, biking and river rafting Weaknesses include: What is a Via Ferrata? Hardcore brand image More expensive than other activities of its nature People are afraid (heights, lack of fitness) It is possible to take the gondola or chair lift to the peak of Whistler Mountain The VF will be operational for its fifth summer in 2010 and Mountain Media believe this summer will be its best. A description of market share is complicated to put together. The VF is not the most popular tour running once daily with a maximum of six and minimum of one. In the first discussion with WAGB s co founder Leslie Weeks, historical research showed that on most days the VF only runs at half capacity. Page 8

Within WAGB alone the VF holds less than 5% of summer business, considering the high value of this full day adventure MM believes this can be improved upon. 3. Buyer Analysis MM s task is to reach the Vancouverites, Islanders the whole south coast domestic geographic region of buyers. Demographically speaking the awareness campaign will be marketed to any age group, with no limitation on ethnicity or sex. The VF is not a hardcore adventure anybody can participate there for it is natural that the campaign will focus on getting this message through. The typical customer is a younger, between the ages of 24-35 mostly alone or in couples, the decider is the individual. The VF has high potential for family fun, groups such as fitness groups and baby boomers. A back to school campaign could run in Sept and possibly sow the seeds for a 2011 end of school year adventure on the VF. Consumers that enjoy hiking or other types of soft adventure will find that the VF is about as close to the hardcore edge one can get while still being considerably safe. The majority of buyers are already from the domestic market while some are from overseas (Europe, Australia). The VF is recognizable amongst Europeans however there are many free VF s in Europe; because of this many Europeans will not pay for this experience. Most users make their purchase decision face to face at WAGBs shop in Creekside, on Whistler Mountain or online at whistlerguides.com. The type of customer that comes to WAGB is usually a do it yourselfer. This type of person prefers to guide themselves after taking educational skill based courses such as Avalanche Safety. The guiding and courses offered by WAGB are extremely popular with this market. The consumer that is right for the VF however is not a do it yourselfer. When considering brand selection WAGB is a low quantity high quality product, however once again the VF is a different type of product that could possibly succumb to a higher quantity of users. The most obvious answer to these issues is to create a separate entity that is exciting, thrilling but not hardcore. This new identity would still have a relatively low quantity high quality output compared to the other soft adventure day activities available to consumers in Whistler. In time this identity would hopefully create brand equity and create second even third time buyers. This is a very high involvement product and the users will have to be ready to sweat. Rock climbing is a type of escapism; climbers attempt to surround themselves with a type of unrealistic setting that they can deny their jobs or lifestyles in which they mostly have very meager successes. Summiting a mountain can be a very memorable challenge, one that will make the home office seem really dull. These emotions Page 9

are important for MM to target. If an individual wants to have more than just thrill, if they want a sense of accomplishment, a challenge then the Via Ferrata tour is right for them. For a psycho-driven individual these emotions can greatly influence the decision making process. Summit photos will help these individuals relieve their experience in the office and at home. 4. Competitive Review WAGB is a recreational business in Whistler BC, a market that has many tough competitors. Many travellers coming to Whistler are looking for outdoor adventure and beautiful natural landscape. Specific to the VF, WAGB has many summer season competitors. Direct competitors are in different areas of the adventure tourism business. Businesses include: Canada West Mountain School Squamish Rock Guides Coast Mountain Guides Backroads Whistler Canadian Snowmobile & ATV Adventures Captain Holiday s Kayak and Adventure School Whistler Bungee Whistler Outdoor Experience Whistler River Adventures Wedge Rafting Ltd. Whistler Freeride Adventures Ziptrek Ecotours. Indirect competitors include: Whistler Golf Club Nicklaus North Golf Course Fairmont Chateau Whistler Big Sky Furry Creek Whistler Blackcomb There are many other competitors, generally any company that offers recreational activities in the Whistler area for roughly the same price can be considered direct competition. Page 10

The positioning of these companies is to draw from Whistler s tourism base. Tourism Whistler is partially responsible for promoting Whistler to the world which helps all the businesses in the area. Visitor information centres also play an important role in attracting customers. The Tourism Whistler website has direct links and information on most of these businesses making it easy for potential customers to search for information and activities. Companies attempt to position themselves separately from one another and use unique products and delivery methods to gain customers in this very competitive market. Advertising varies company to company but direct advertising is widely used around the Whistler area. Tourism Whistler advertises to outer markets like Vancouver, Washington and California. Some competitors use print media as a method of advertising along with sales staff speaking directly to customers about offered product(s) as a form of Direct Marketing. For some print ads can be cost efficient and effective when targeting a niche markets as the choice of print can be very specific to a target audience. Being in Whistler, adventure tourism companies have a large customer base to draw from as most people are going there for recreational purposes. This makes direct marketing a key method for recreation businesses to use. The message is relatively consistent; a sense of accomplishment, achievement via adventures such as the VF. It is about pushing oneself to the next level and receiving that reward of an amazing experience. Although some of the competitor s products require little to no physical dexterity, the feeling of excitement and adventure can still be found. The natural features of Whistler act as selling points for each company. Natural beauty is what brings activity seekers to Whistler during the summer leveraging the quality of Whistler as a destination is a delivery method practiced by many outdoor adventure companies. Page 11

IMC Objectives and Strategies How will the target market be reached? The following section will describe Mountain Medias suggestions for the Via Ferrata, and objectives for the marketing campaign. 1. Objectives/Measurement MM s primary objective for the IMC plan is to create Brand Awareness and Brand Recognition for the VF. The VF is currently a tough product to find in Whistlers activity market. MM wants the VF to become recognized. The question is how will this goal be achieved? And what other secondary measurable goals are there? Below is a list of objectives that relate to MMs advertising recommendations: 800 Facebook group members 200 Twitter followers 25 free tour give-aways (for customers) Reach 70% of Northbound Sea to Sky drivers at least once 50 returned customer/potential customer feedback surveys 40 News paper clippings via media releases 50 FAM Tours for PR (writers, bloggers, hotel staff, influencers) More than 1000 independent visits to the rebranded webpage 30% traffic increase Achieving these goals in the 2010 summer season could give WAGB a dramatic increase in sales for the subsequent seasons that the VF is open. Potentially as well there is opportunity for WAGB to expand the product line in the future by offering different tours and stimulating a higher percentage of repeat buyers. The above outlined objectives will allow MM to measure the degree of success regarding our intangible goal of brand recognition. 2. Positioning A very significant problem for the VF is its price point and position vs. its competitors in the same relative price range. At $129 per person the VF is more expensive than the majority of its main competitors such as Ziptrek which runs many tours around $89. MM suggests a price reduction of $19 for adults and group Page 12

rates for families. For example a group of four could go for $350 rather than $440. MM realises that this price reduction could eat away at profit margins there for this suggestion come only as a maybe rather than a must. The fact is that WAGB is in control of its budget and knows how much it needs to get from each tour. MM feels that in order to make this experience affordable for many families and groups a price reduction is in order. 3. Rebranding As stated in the Marketing Plan Review; the challenge for consumers is confusion, people aren t clear as to what they will do or accomplish whilst on the trip. Mountain Media has theorized that an entire new identity would be useful for the Via Ferrata product. MM suggests the rebranded name of Summit Fever. The name is familiar in North American mountain culture and beyond. The term refers to expedition leaders pushing on to summit a mountain even though the weather is turning bad or other situations have arisen. Most understand this term as a simple need or desire to summit and that is why MM has chosen this brand for the VF. The point of the product becomes clear immediately as opposed the VF were consumers are confused about what exactly they will accomplish during the day. When consumers see the brand Summit Fever they can already draw many conclusions from the name; summiting of course being the most obvious but also many people associate this term with rock climbing which is also part of the VF. MM s objective Page 13

is to make this name heard and to have people aware that a great experience attainable for anybody is just a short trip away. The advertising recommendations will outline how MM intends to create awareness surrounding the new brand of Summit Fever. The objective of the IMC campaign is to send out full trips but also to drive exceptional amounts of traffic to the summitfever.ca webpage and create a social media campaign. 4. Advertising Recommendations WAGB has allocated a $7000 advertising budget for MM s IMC campaign with the objective of targeting the local market in Vancouver. The program elements are as follows: 1. Outdoor Advertising 2. Internet Marketing 3. PR marketing The specific objectives of internet marketing are to differentiate Summit Fever from the variety of products offered by WAGB and increase awareness of the featured product. The public relations campaign aims to create community awareness of the product and encourage promotion within the RMOW through word of mouth. Almost 95% of those travelling to Whistler are coming north bound on the Sea to Sky highway. MM s outdoor advertisements aim to reach 70% of the north bound travelers and drive traffic to the summitfever.ca webpage. As Mountain Media s advertising budget is limited we have focused on maximizing WAGB s exposure while keeping a tight bottom line. Internet and public relations will satisfy our need for relatively inexpensive advertisements. Unique outdoor advertisements will take up the majority of the advertising budget; however these ads will also drive considerable traffic to the Summit Fever webpage. The cost surrounding these advertisements is still relatively low and MM is sure that the long term benefit of these advertisements will far outweigh the cost. A cost diagram is included in subsequent sections of the IMC plan. The main objective or the IMC plan is to drive traffic to the webpage and to use social media outlets to create awareness. The cost surrounding the internet and social media campaign is relatively low compared to outdoor advertisements. The following graph represents the percentage of emphasis placed on each programming element of Mountain Media s IMC campaign. Page 14

Subsequent to this section is a descriptive of each media vehicle chosen in Mountain Medias customized marketing design for WAGB. I. Outdoor Advertising The following section will give an overview of MM s strategy for outdoor advertising along the Sea to Sky highway. The large focus of MMs campaign has been to maximize Summit Fevers exposure via online marketing through Facebook and Twitter or through good PR exposure. These campaigns will have relatively low cost however the same is not true for outdoor advertising. The outdoor marketing campaign will cost roughly $4000 and will be displayed throughout the length of the entire summer. Reach and Frequency The strength of this campaign is that a high number of people will become exposed to Summit Fever. Those who drive north to Whistler this summer will notice very unique looking cutouts along the way. These eye grabbing advertisements will target the rubber tire traffic, MMs intention is to reach 70% of the north bound traffic at least once and a further 30% more than once. MM will place life sized cutouts along the highway, potentially each driver and passenger could be exposed to the outdoor advertising numerous times each northbound trip. There is also a high potential that the rubber tire traffic will view at least one of the advertisements along the drive. Geographic Allocation These outdoor advertisements will be hanging from rocks and other signs along the Northbound side of the Sea to Sky highway. The objective is to grab the attention of numerous travelers on-route to Whistler. The advertisements will be place in three strategic locations on long straight stretches that allow drivers and passengers significant time to see each ad. Again over 95% of the traffic to Whistler comes via the Sea to Sky highway. This fact has allowed MM to conclude that a great deal of the IMC budget should be allocated to the highway. The life sized cutouts will be reinforced with special brochures and posters (see Appendix 3) to be placed in the Squamish Adventure Center and the Whistler guest services building. Scheduling Pattern/Measurement The ads will be placed along the highway as early as the end of May. They will remain on location for the entire summer and taken down as operations close. Once prices have been negotiated for placement Page 15

and the ads are made opportunity to store and reuse for the next season will possible. There will be a set number of advertisements that may or may not be moved depending on how successful their location has been. Customer feedback surveys will allow MM to measure how succesful each placement has been. Also social media networks like Facebook can help as a measurement tool. Members of the Facebook group can give feedback as to where they witnessed each ad in exchange for a chance to win a free VF tour. Timing is everything and Mountain Media wants to create buzz before the summer starts. Late spring will provide opportunities to reach the last of the skiers before the close of the mountain. The Ad The proposed advertisement will consist of the following (see Appendix 1): Steel rungs that resemble the rungs on the Via Ferrata The rungs will be placed into rock along the highway Durable cutouts made from waterproof plastics The cutout will be shaped like a person with a color image printed on top The cutout will be holding on to the steel rungs Picture this image made into a cutout hanging above this highway from pre place iron rungs. Summit Fever s logo and website will be displayed on the ad written large enough to see. If those passing are unable to witness the ad they will have opportunities to view similar ads along the way. Each ad will be different however the content will be the same. Rational MM believes that the outdoor advertising campaign will have the rubber tire traffic talking all the way up to whistler. MMs goal is to drive traffic to the Summit Fever webpage and to have Whistler visitors asking in hotel lobbies and guest services What is Summit Fever?. The cost rational is that the vast majority of travelers to Whistler arrive via the Sea to Sky highway. There are many other advertisements that filter into the background on route and a considerable amount of noise. Potentially the greatest segment of buyers avaiable to WAGB are those on the highway. The outdoor ads have a relatively low cost for the reach and frequency derived out of the placement of each advertisement. Page 16

II. Internet Marketing The Internet is present in households, schools, work, public library and other locations, it is becoming the most powerful tool for marketing communication today. With 83 percent of individuals with incomes of $46,000 or more using the Internet, it is cost efficient and easy to reach our target audience by using diverse strategies. (Belch, Belch, Guolla, 2008) WAGB already has a website offering their products and services to the public. However, throughout the variety of products and services offered by the company, it is difficult to find the product that Mountain Media was contracted to promote; Summit Fever. For that reason, MM believes that Summit Fever should be differentiated from the selection of products offered by WAGB. The rebranded entity of Summit Fever should suffice this need for differentiation. Web Portal and Logo The first strategy of Internet Marketing will help to differentiate Summit Fever from the other products offered by WAGB. It involves the creation of a single webpage (see Appendix 2) presenting Summit Fever in a colorful and attractive design giving Summit Fever its own portal. Through this webpage, customers will get a visual of the product and obtain information to book the tour. From here, the customers will be directed to the official WAGB website to get pricing and availability. We believe that with its own portal, Summit Fever will gain identity and will be more likely to be recognized by the market as a potential purchase. The budget allocated to this portion of the media plan is $1000.00 which will cover the fees for the creation of the logo and the webpage by MM. Social Network The second strategy of Internet Marketing is social networking through websites such as Facebook, Twitter and blogs. It is an inexpensive marketing tool that can be very effective if the network is being updated regularly. WAGB is already on Facebook with 13 fans to date. MM has goals to 800 fans which will provide good visibility for WAGB and Summit Fever. From their Facebook account the company will maintain communication with their fans and will offer discounts and giveaways. A monthly giveaway for a free Summit Fever to the Facebook fans will get the market to know the product, provide feedback to others and generate word of mouth publicity. WAGB is also on Twitter with to this date 85 followers. This is another powerful tool to reach the market and it is recommended by MM to continue to use this Page 17

medium and to raise the amount of followers by offering giveaways to its followers. In exchange for feedback, fans and group members can win free VF tours for themselves or friends and family. Localsknow.ca Localsknow.ca is a website featuring tourism destinations that are promote through the addition of pictures and videos of an activity or a spot. It is free and provides a great visibility to the entire world and more importantly our target market. MM will post Summit Fever to this website which will raise the awareness and help to generating revenue. Newsletters Via Ferrata s participants will be ask to provide WAGB with an email address when signing the waiver form. The collected email addresses will then be collected in a database for future contact with the customers. After their Summit Fever experience, the company will send messages to participants asking to forward the message to their friends to recommend the tour. Newsletters will be sent on a monthly basis to offer discounts to previous participants and to inform them about news and products and services offered by WAGB. III. Public Relations (PR) PR will be very important to the communications plan in order develop people s awareness of what Summit Fever is, the benefits it offers, and it s availability in Whistler. It will serve to develop a positive image of the company in prospective customer s minds. PR initiatives will include talking to local Destination Marketing Organization (DMO) in Whistler to familiarize them with the product so they are able to pass that information on to Whistler visitors. In addition to the communiction to the local DMO, MM will be connecting with regional DMOs such as HelloBC and visitor information centres (VIC) of the Vancouver area. Fam. tours will be offered to different businesses in Whistler including cab companies, hotels, and the VIC. Magazines, newspapers, blog writers as many as possible MM will aim to recruit as many influential participants as possible. Press releases will be sent to all local Whistler and Squamish newspapers in hopes of getting free publicity through widespread print which reaches most people and visitors in the area. This publicity will come at a relatively low cost and will increase awareness and sales dramatically. Page 18

Hotel Staff Having someone speak to Front-line hotel staff such as front desk, concierge, and information kiosks will reflect back onto visitors in Whistler. If the staff actually hears from a real person what Summit Fever is, rather than just seeing a brochure on the rack, it will prioritize in their minds as something to recommend to their customers. Concierge act as a gateway for information to many people and it will be important to convey a positive message to insure this information is passed on. Fam. tours will be offered to some of these staff as it has little or no cost to do this. All this is allowing them to participate in Summit Fever free of charge to truly engage them with the product and give them a better feel for the company. This is a very inexpensive initiative as the only cost involved is paying someone to spread this information around to the hotel staff. Compensation programs for hotel staff will come in the form of discounted tours, programs and courses offered by WAGB. Media Release A media release informing print publications of the launch of Summit Fever and the benefits it can offer to visitors and locals will be sent out to local papers. The aim of this is to attract favourable media attention and provide publicity. The release will attempt to connect with the media so that they will provide coverage of the story. However, there is no guarantee the media will pick up the story and provide coverage. It is up to each newspaper what stories they want to publish or broadcast. In most cases, the media release sent will not be used by the media as is. Rather, if the media is interested in the story, they will have a reporter make contact for more information so they can write the story themselves. Included in the media release will be the open invitation to all writers, editors etc to come and try the product for themselves. This will create more direct motivation to actually print and write about Summit Fever. Page 19

5. Budget Budget Allocation 7% 14% Waterproof cut-outs Posters 14% Social Media 3% 2% 4% 22% 14% 14% 6% Brochures Ad Space Locals Know Media Release E-Newsletter Web Portal Budget Allocation Communication Type Expenses Quantity Unit Cost ($) Total ($) Outdoor Advertising Waterproof Cut-outs 5 200 1000 Posters 2000 0.50 1000 Brochures 2000 0.50 $1000 Advertising Space 3 500 $1500 Internet Marketing Web Portal & Logo 1 1000 $1000 Social Media 1 400 $400 Localsknow.ca 1 100 $100 Newsletters 1 200 $200 Public Relations Hotel Staff 1 500 $500 Media Release 1 300 $300 Total $7000 Page 20

6. Scheduling Pattern April May June July August September Waterproof Cut-outs Posters Brochures Web Portal and Logo Social Media Localsknow.ca Newsletteters Hotel Staff Media Release Conclusion The over arching goal of Mountain Media s Integrated Marketing Communications plan for the Whistler Alpine Guides Bureau is to create lasting brand recognition for the Via Ferrata. The effort, creativity, time and attention to detail has all been applied to this singular goal; all other sub-objectives exist to create a measureable campaign. Mountian Media believes in the research and footwork that has preceded this IMC plan. For the Via Ferrata to become a star performer and synonomous with summer tourism in Whistler it needs a brand and an image. Reviewing successful competitors such as Ziptrek, with memorable titles and clear achievements it is obvious that branding has a long term tangible value for the company. Mountain Media has poured ingenuity and considerable expertise into the creation of this brand. It is Mountain Medias intention that these branding efforts will become, over time, tangible assets to the Whistler Alpine Guides Bureau. Again, Mountain Media believes that the Via Ferrata can become a one of the most successful tours in WAGB s arsenal. Under the rebranded name of Summit Fever, Mountain Media is confident that the Via Ferrata will become as recognizable as activities like Ziptrek. The campaign has been designed with measurable objectives to create a plan with precise goals. Overall Mountain Media intends to increase the usage of the Via Ferrata by 30% over the summer tourism season. This will be achieved through creative advertisements, social media, and public relations marketing. Page 21

Appendix 1 Page 22

Appendix 2 Page 23

Appendix 3 Page 24

References About us (n.d.) Retrieved January 26, 2010 from http://www.whistlerguides.com/about-us Belch, G., Belch, A., Guolla, M., (2008) Advertising & Promotion: An Integrated Marketing Communication Perspective (3 rd ed.). Canada: McGraw-Hill Ryerson Guides have played a major role in Canada's rich and Colourful mountaineering history (n.d.) Retrieved January 26, 2010 from http://www.acmg.ca/03public/about/aboutacmg.asp#1_3 Personnel & Guide (n.d.) Retrieved January 26, 2010 from http://www.whistlerguides.com/personnel-guides Page 25