pr project book final

8/19/2019 Pr Project Book Final

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1Teton Geotourism Center

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T E T O N

CENTER

G E O T O U R I S M


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2 Teton Geotourism Center

Ashley Rogers

Manager

Sarah Williams

Designer

Kaydee Peterson

Researcher

Bryan Alfaro

Presenter

Clint Urick

Writer


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Executive Summary

Background

Target Audience

Situation Analysis

Objectives

Implementation

Research

evaluation

Seasonal Changes

Budget

Conclusion

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Tab l e o f Cont en t s


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Execu t i v e Summary

The Teton Geotourism Center is a hidden treasure in Eastern Idaho.

We want to help make it known. After talking with TGC staff andvisiting the center, we set three objectives we thought would meetthe center’s needs and have the greatest impact. They are: raiseawareness, increase retail sales, and foster community relations.These objectives were chosen based on the needs communicated bythe TGC staff.

We are very aware of the fact that the TGC is a non profit with

limited funds, and we have developed a strategic campaignto complete our objectives at little-to-no cost to the TGC. Thiscampaign emphasizes the center’s strengths and uses simpleinexpensive tactics to help the TGC grow and become more known inthe community. In order to accomplish this we have decided to focuson three different target audiences: families, tourists, and BYU-Idahostudents.


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The Teton Geotourism Center (TGC) was inspired by a

concept developed by National Geographic in the late1990s that gives tourists a more authentic experience.The TGC is a collaboration of hundreds of volunteersover several years, and officially opened its doors onAugust 1, 2014. The TGC has worked closely with thecommunity of Driggs and those along the Teton ScenicByway to promote local organizations staying true totheir tagline “See it like a local.”

Background


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Targe t Aud i enc e

Tertiary: BYU-IdahoStudentsBYU Idaho’s campus is only 45minutes away from Driggs and isa temporary home for studentsfrom all 50 states and morethan 70 countries. Students areconsistently looking to get out ofRexburg and take a break from

school. Adventurous college kidsand a replenishing populationmakes this a potentially hugetarget for the TGC.

Primary: FamiliesFamilies make up 70.5% ofhouseholds in Teton countyand therefore are an importantdemographic for the TargetAudience of the TGC. A lotof the TGC’s informationand merchandise is alreadygeared towards families so by

specifically targeting familiesthe TGC has nothing to lose andmuch to gain.

Secondary: TouristsAs part of the Yellowstone-Grand Teton Loop and lying only33 miles from tourist hotspotJackson, Wyoming, Driggs seesits fair share of visitors. Notingthem as an important audienceand directing some marketing orpromotions toward them should

bring more traffic to the TGC.


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Suggestions for Targeting This Audience:

Targe t Aud i enc e

Families: The books, exhibits,and events available at andthrough the TGC are suitablefor all ages. In order to bringin more traffic from this targetwe suggest sponsoring family-

centered events. For example,the center could be the locationfor monthly events like a readingday, Boy/Girl Scouts day,grandparents day, etc. Theseevents would focus on ways tobring families to the center.

Tourists: The currentmerchandise and retail is greatfor tourists. One way the TGCmight gain more revenue is byoffering commonly forgottenitems such as bathroom

products, vision products,chargers, umbrellas, snacks,sunscreen, etc. A brochurehighlighting the things to do,sights to see, and places to eatwould be valuable to touristsand could cause an increase inonline recommendations for theTGC.

BYU-Idaho Students: Students already pass throughDriggs to go to Jackson, GrandTarghee, etc. The TGC can givestudents a reason to stop byoffering some sort of restaurant

promotion, or discount onmerchandise. Capitalizingon events like the 4th of Julyfireworks, or Snowfest couldalso bring students in. Word ofmouth in Rexburg could havesignificant implications for theTGC. Nurturing the currentrelationship with BYU-Idahocould also lead to field tripsor other student interactionopportunities. Research classes.


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S i tua t i on Ana ly s i s

• World’s first geotourism center• National Geographic recognition• Unique ability to appeal to locals and tourists• Attractive museum• Educational/ informative• Free

• Good location in Driggs• Events like Snowfest

• Highly rated online

• Lack of resources• Limited people dedicated to the center full time• People don’t understand geotourism• Sustainability

Weakness:

Strength:


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• Changing exhibit• Proximity to ski hill• Multi-purpose building• Social media• Yellowstone-Grand Teton Loop• Public schools (field trips)

S i tua t i on Ana ly s i s

Opportunity:

Threat:

• Teton Valley Museum• Jackson overshadows Driggs/TGC


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Ob j e c t i v e s

1. Raise awareness2. Promote retail

3. Foster community relations

Our overall strategy to accomplish these objectives is toraise awareness of the Teton Geotourism Center by pushingthe TGC brand into the market using social media and crosspromotion, increase retail sales by placing products in more

places, and foster community relations by continuing topromote and highlight events and attractions in the area, aswell as finding new ways to gain publicity.

Crea t i v e S t ra t egy


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Considering the fact that geotourism isstill a new concept, raising awareness andunderstanding is a necessity for the growthand success of the TGC. We have created fourtactics that will help increase awareness of theTGC:

a. Flyers b. Cross promotion c. Increased social media d. Encourage reviews

Ob j e c t i v e 1 : Imp l ementa t i on

Raise Awareness:


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Distribute newly designed promotionalflyers that highlight local attractions,activities, and restaurants by buildingon the TGC’s current tagline, “See itlike a Local.” The brochure consists ofthree sections titled, “See it like a Local,Experience it like a Local,” and “Taste it

like a Local.”

The “See it…” section will promoteattractions that are visually appealingsuch as Grand Teton National Park, SnakeRiver, Mesa Falls, etc. The “Experience it..”section will highlight the many activitiesavailable such as Teton Balloon Flights,

The Links Golf Course, Teton Rock Gym,etc. The “Taste it…” section will promotelocal restaurants like “Teton Thai, theRoyal Wolf, Warbirds Cafe, etc.

Brochures:

These flyers will be particularly beneficial to touristsand BYU-Idaho students who are not familiar withthe local amenities. The flyers can also becomea form of cross promotion. As the TGC promotesbusinesses in the area, those business may feelmore inclined to co-sponsor events or suggestcustomers visit the center. The more flyers placedaround the area the greater opportunity to raise

awareness. We suggest placing them in as manyservice station/convenience stores along theTeton Scenic Byway as possible, and also in localbusinesses around the Driggs area. They can alsobe placed in similar businesses in Rexburg and incertain places around campus to help studentsbecome more aware of the TGC.


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In addition to the flyers we suggest encouragingcross promotion among local businesses byrecommending restaurants and activities forbusinesses that also recommend customers tothe TGC. This would create a mutually beneficialrelationship that, if nurtured properly, could leadto future support or sponsorship.

This should increase traffic to the TGC, particularlyamong locals. However, even if it did not increasetraffic, it would raise awareness simply byreminding people of the center’s existence.

Cross Promotion:

T E T O N

GEOTOURISM

CENTER

(208) 354-2607 www.tetongeotourism.us

Contact us for seasonal hours and group tours

“See It Like a Local”

The TETON GEOTOURISM CENTER isdevoted to the “distinctiveness of a locale” andis commied to conserving natural resources andmaintaining local heritage. As a GEOTOURIST you journey begins with our visitor resourcesand interpretive exhibits where you will discoveryour connection to the spectacular landscape,wildlife, culture, recreation, history and theregion’s unique geological area. We’ll introduceyou to local activities, art, music, and food.Visit us to create your perfect itinerary andamazing adventure on the WEST SIDE OF THETETONS.

Open Daily

Interpretive Exhibits

Inspired by NatGeo

Visitor Services

Local Art and History

GEOTOURISM - “sustains or enhances thegoegraphical character of a place - its environment, culture,aesthetics, heritage, and well-being of its residents.”

Front Back

Brochures:


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According to a Pew Research study, 74% ofonline adults use social networking sites.The TGC currently has active Facebook andInstagram accounts, and is using themeffectively. We suggest staying up-to-date withthese profiles and using available research toincrease the effectiveness of these accounts.Forbes’ website provides several articles

that offer tips and tricks to enhance anorganization’s social media presence. We willonly mention a few of them here.

One way to increase awareness is byintegrating all social media accounts. TheTGC’s Facebook page has 455 likes, but theInstagram account only has 105 followers.

Those who already like the Facebook page aremore likely to follow the Instagram accountthan those randomly invited to follow it. It alsohelps to like, comment, and repost on otherInstagram and Facebook accounts.

Increase social media:

Another way to gain awareness on socialmedia is to use popular hashtags and followpopular accounts that are relatable to theTGC. Hashtags such as #throwbackthursday,#love, #selfie, #MotivationMonday, etc areamong the most popular. Examples ofaccounts that could be liked or followed areGrand Teton National Park, Grand Teton

Distillery, and Grand Targhee Resort.

One of the most important things toremember in social media is that qualitybeats quantity. When posting content makesure there is a reason behind it. It can be forpromoting an event, or to gain followers, butmake sure there is a purpose.



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We suggest actively asking TGC visitors to com-plete an online review for the center. Positiveonline reviews can have a great impact on a busi-ness. According to a Zendesk survey referred toin an article found on Forbes website, “90% ofparticipants claimed that positive online reviewsinfluenced their buying decision, and 86% said

their decision was influenced by negative re-views.”

According to our research the TGC has only beenreviewed 18 times online. The good news is that83% of reviews have given the center five starsout of five. The other 17% have given respectable4 star reviews. The takeaway: People have goodthings to say about the TGC; encourage them to

speak up. We have created a simple form in or-der to get the center available for review on themost used review websites. By increasing onlinereviews, the TGC will raise awareness amongtourists, and these tourists will see the TGC as aworthwhile stop on their trip to the Tetons.

Encourage Reviews:


Instagram Example:


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Since the Teton Geotourism Center is a nonprofit, selling merchandise is one of the few ways the TGCcan generate funding. We suggest the center make its products more widely available by partneringwith other businesses to sell TGC products, and targeting tourists by also selling commonly forgottenitems.

The goal in partnering with another businesswould be to give people more opportunities topurchase the TGC’s merchandise, and also topush the TGC brand into other areas to increaseawareness. For example, the cookbook might beplaced in a cafe or grocery store, clothing couldbe placed in service station/convenience stores,and the children’s books might be placed inBroulims in the checkout line. It would be wise

to promote these items in a way that could leadback to the TGC. This could be done with simplepoint-of-purchase displays wherever the mer-chandise is placed.

The TGC already targets tourists with its manygifts, souvenirs, and branded clothing. To in-crease sales to tourists we suggest carryingfrequently forgotten items such as bathroomproducts, vision products, chargers, umbrellas,snacks, sunscreen, etc. Combining this with thenew brochure could lead to an increase in onlinerecommendations position the TGC as a go-todestination for fun and convenience.

Promote Retail:

Retail partnership: Tourist retail:


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In order to develop a stronger community presence we suggest finding creative ways to publiclysupport the community such as adopting a highway, and using the “resources” at BYU-Idaho.


Foster Community Relations:

The TGC needs to continue to build on thecommunity support and promotion it hasdone in the past. The TGC is very familyfriendly so is should focus on that familytarget and sponsor more events that will bringfamilies to the center. It could work with localschools, churches, or other family orientedorganizations such as the Boy/Girl Scouts. Thiswould keep the TGC involved in the communityand create a positive associations for the TGCwith those who observe it. While continuing to

focus on targeting families the TGC can alsotarget BYU-Idaho students for events like the4th of July fireworks or Snowfest. This wouldbring in more people and continue to grow thereputation of TGC.

Adopt a highway:

Adopting a highway shows that the TGCcares about the community and is investedin them. It is also an opportunity for freeadvertising in the form of an “Adopt aHighway” sign. According to the IdahoTransportation Department website, amile-long stretch of highway (SH-33) goingnorth from Driggs city limits and a three-mile stretch going south toward Victor, areavailable for adoption. These are primelocations for any organization in Driggs.

Continued Promotion:


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Use the university:

BYU-Idaho enrolls more than ten thousand studentsper semester. Many of these students frequentlyparticipate in group projects and are required tocomplete internships and senior projects. The TGC cangive these students real life experience while helpingmeet its own needs.


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Professors at BYU-Idaho are open to workingwith the TGC and allowing their classes to gainresearch experience in behalf of the center. Notonly would this benefit the TGC by the researchit produced, but it would touch on two of thecenter’s objectives: It would raise awarenessand foster community relations among thosein Rexburg. This would raise awareness amongthose working directly with the project, well asthose exposed to the project through surveys,interviews, and focus groups. Research projectsare also presented at the Research and CreativeWorks Conference, where it would be seenby hundreds if not thousands of students,as well as expert judges and area employers.(The TGC could approach the Eastern IdahoEntrepreneurial Center for similar research

helps).

The TGC could also work with the universityto become an internship provider or lenditself to senior projects. Both options wouldbring in extra help for the TGC and show thecommunity it is investing in local students.



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Research

Our research consisted mainly of secondary

sources, geographic observation, and a trip to theTeton Geotourism Center. Through our researchwe have been able to learn about the town andpeople of Driggs. We found that Teton county hasa population of slightly more than 10,300 peoplethat reside in small towns and rural communities.We also found that 70.5% of households are familyhouseholds. Driggs is home to a large number of

diverse businesses and the city itself has a verywelcoming feel to it, making it more attractive tovisitors. Many people visit the city each year, andthe TGC saw more than 11,000 visitors in its firstyear of opening.


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Eva lua t i on

In order to best evaluate the results of this campaign

we suggest using BYU-Idaho or the Eastern IdahoEntrepreneurial Center to conduct a survey atthe beginning and end of the campaign. Theseorganizations have the resources and are betterequipped to undertake the task of measuringqualitative data such as awareness and communityperception.

The TGC can evaluate the effectiveness of placingbrochures in more areas by documenting how manybrochures are taken from each place in a certain timeperiod and comparing it with the number of guestscoming to the TGC during that same time period.This can then be compared to the number of visitorsduring previous weeks.

Finally, the effectiveness of the objective to increaseretail sales can be measured by comparing the salestotals of retail items before and after the campaign.


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Sea s ona l Chang e s

Calendar:


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Sea s ona l Chang e s

Newsletter:

T e t o n

G e o t o u r i s m

C e n t e r

Seasonal Hours:

Mon, Tues, Thurs, Sat: 10am-4pm

Sun: Noon- 4pm

Wed: closed

Contact us:

www.tetongeotourism.us

[email protected]

(208) 354-2607

Board of Directors:

Deb Grove Hinkley- Executive Director

Steven Singer- Treasurer/interim President

Elissia Mackenzie- Sectratary

Jack Bouma

Hyrum Johnson

Cody Runyan

Jennifer Walton

Dave Work

Melissa Davidson- Communicatons Assistant

The Local Lowdown

Winter 2016


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Budge t

The only expenses for this campaign are printing costs for newbrochures, newsletters, and calendars. The rate of printing at PeakPrinting in Driggs is 12.35 cents per page. The cost to print 2,500brochures, 300 newsletters, and 100 calendars is $308.97, $37.05,and $12.35 respectively. The total printing cost for this campaign is$358.37


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Conc lu s i on

We believe this campaign fits perfectly with thecurrent state of the Teton Geotourism Center. Wecrafted it to focus on things that would build theTGC while adapting to the limited staff and re-sources. By adopting this campaign the TGC willbe able to continue its mission of educating andconnecting people along the Teton Scenic Byway.

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