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					                      A Custom Radio Marketing Program for...



                      The Great Smoky
                      Mountains Railroad



                      Locally on

                      WWCU FM Power 90.5


                      Regionally


                      Asheville, North Carolina
                      Greenville/Spartanburg, South Carolina




                      Prepared Exclusively for:

                      Diane Newman
                      Sales and Marketing Coordinator
                      Great Smoky Mountains Railroad

                      In cooperation with:

                      Warner Bros. Pictures Polar Express


Don Connelly
Faculty Advisor
Phone: 828.227.3851
Date: October 2004

                          WWCU FM      Power 90.5   828.227.7454   www.wwcufm.com
The Great Smoky
Mountains Railroad

Advertising Objectives

This promotion is a unique combination of strategy, tactics, and
media.

It combines motion picture lobby displays, motion picture screen
advertising, radio advertising, and a separate tie-in with the Jackson
and Swain County Tourism Boards for their “bed and breakfast cut
your own fresh Christmas tree weekends.” Further, all promotional
and advertising materials must be approved and/or prepared by
Warner Bros. Pictures.

Motion picture lobby displays, motion picture screen advertising, and
radio advertising will be used regionally in Asheville, North Carolina
and Greenville/Spartanburg, South Carolina. This proposal is focused
on radio for the local Haywood/Jackson County region which is not
served by other radio markets.


On the following pages, we will review your competitive situation,
explore the latest research, and examine a RADIO marketing
program that will accomplish your advertising objectives. Your
primary advertising objectives include:

    •   To reach parents and grandparents of small children.

    •   To reach tourists in automobiles and permanent residents as
        well.

    •   To encourage parents and grandparents to travel to Dillsboro
        for the holidays on short notice.




    WWCU FM      Power 90.5     828.227.7454     www.wwcufm.com
The Great Smoky
Mountains Railroad


Competitive Situation


An important goal in this marketing plan is to help you maximize the
following competitive advantages. At the same time, this campaign
will minimize the following competitive concerns:



   Competitive Advantages

    •   GSMR is Western North Carolina's top tourist destination.
    •   The Polar Express movie is the top holiday motion picture.
    •   GSMR’s Polar Express train trip is a family event tied to the
        movie and the holiday season.
    •   Adults and children have strong nostalgic relationships with
        steam trains.
    •   GSMR’s Polar Express train trip features a historic steam
        locomotive, just like the one in the movie.



   Competitive Concerns

    •   Parents, grandparents, and children have to travel an average
        of two hours to Dillsboro, North Carolina to experience the
        real Polar Express train trip.
    •   The Polar Express train trip is competing with other holiday
        entertainment for tourist dollars.




    WWCU FM      Power 90.5     828.227.7454     www.wwcufm.com
The Great Smoky
Mountains Railroad

Industry and Consumer Research


The following research reviews the current market conditions for your
business category, confirms the logic of your advertising objectives
and establishes a research base for our specific recommendations:



Advertiser Objective #1: The campaign will reach parents
and grandparents of small children.

    •    Parents – Every day, radio reaches 77.6 percent of 25 to
         54-year-old adults. Source: RADAR (R) 75, Fall 2002, (C) Copyright
         Arbitron

    •    Grandparents – Every day, radio reaches 77.5 percent of
         35 to 64-year-old adults. Source: RADAR (R) 75, Fall 2002, (C)
         Copyright Arbitron


    •    Each week, radio reaches 94.1 percent of adults 18 and
         older. Source: RADAR (R) 75, Fall 2002, (C) Copyright Arbitron



Advertiser Objective #2: The campaign will reach tourists in
automobiles and permanent residents as well.

    • At home, at work, in the car, wherever your customers are,
      radio is a constant companion. Among persons 12 and older,
      37.7 percent of listening takes place at home, 44.5 percent in
      cars, and 17.8 percent at work and other places. Source: RADAR
        (R) 775, Fall 2002, (C) Copyright Arbitron

    •    Cars and radio go together like coffee and donuts. You can
         get along with just one, but having both makes all the
         difference. In fact, radio reaches 82 percent of adults
         18 and older in the car each week, 24 hours a day.
         Source: RADAR (R) 75, Fall 2002, (C) Copyright Arbitron




    WWCU FM         Power 90.5        828.227.7454       www.wwcufm.com
A Custom Radio Marketing Program for...



The Great Smoky
Mountains Railroad
Industry and Consumer Research
                                             Continued

Advertiser Objective #3: The campaign will encourage
parents and grandparents to travel to Dillsboro for the
holidays on short notice.

   •   Radio is unsurpassed at attracting customers to special
       events, sales and promotions. While other media may be
       able to list “places to eat”, only radio can “make them
       hungry.” Source: Radio Advertising Bureau, 2002.

   •   A 2003 survey by the Travel Industry Association of
       America found that 64 percent of past-year leisure
       travelers planned at least one of their trips at the last
       minute (within two weeks of taking the trip). Among these
       last-minute travelers, 26 percent planned all of their past-
       year leisure trips at the
        last minute. Source: Travel Industry Association of America, 2003




   WWCU FM       Power 90.5     828.227.7454       www.wwcufm.com
The Great Smoky
Mountains Railroad
Media Analysis

The following media analysis outlines your current advertising
approach, the strengths and weaknesses of each medium, and the
new potential when combining your current media selections with
radio.

This promotion is unique in that it combines radio with non-
traditional media – motion picture screen advertising and motion
picture theater lobby advertising.



Motion Picture Screen Advertising Advantages

Motion picture screen advertising is very effective at reaching
theater patrons, delivering a virtual “captive” audience prior to the
start of the movie. The average audience member will see your
commercial message three times per theater screen prior to the
start of the feature.



Motion Picture Screen Advertising Concerns

Motion picture screen advertising is limited in its effectiveness as it
can only reach those people who have paid an admission to a
particular theater. Audience demographics are further limited by
the rating of the motion picture. Motion picture screen advertising
cannot reach large target audiences in homes, automobiles, or the
workplace.



Motion Picture Screen Advertising PLUS Radio

Using radio together with motion picture screen advertising
expands the reach of your advertising into homes, automobiles,
and the workplace. Radio adds impact through message frequency
and can direct the audience to the theater screens; that means
bigger and faster results. Further, through image transfer, people
will associate the visual images of the theater with your radio
commercials, making both more effective.


    WWCU FM       Power 90.5     828.227.7454      www.wwcufm.com
The Great Smoky
Mountains Railroad
Media Analysis
             Continued

Motion Picture Lobby Advertising Advantages

Motion picture lobby advertising is very effective at reaching theater
patrons as they pass from the box office to the concession/theater
area. In essence, it is a captive audience that will see the large
seven-foot-tall foam core display created for you by Warner Bros
Pictures. The display tying the GSMR to the Polar Express will have
tremendous visual impact.

Motion Picture Lobby Advertising Concerns

Motion picture lobby advertising is limited in its effectiveness as it
only reaches those people who have purchased a ticket to a
particular theater complex. Motion picture lobby advertising cannot
reach large target audiences in homes, automobiles, or the workplace.



Motion Picture Lobby Advertising PLUS Radio

Using radio together with motion picture lobby advertising expands
the reach of your advertising into homes, automobiles, and the
workplace. Radio adds impact through message frequency and can
direct the audience to the theaters; that means bigger and faster
results. Further, through image transfer, people will associate the
visual images of the theater advertising with your radio commercials,
making both more effective.




    WWCU FM      Power 90.5     828.227.7454     www.wwcufm.com
The Great Smoky
Mountains Railroad
The Benefits of Advertising on Radio

The following research clearly shows that radio is the best medium to
combine with your motion picture lobby and screen advertising
program to help achieve each of your advertising objectives within
the short lead times proposed by Warner Bros. Pictures.

Advertiser Objective #1: The campaign will reach parents
and grandparents of small children.

    •   Parents – Every day, radio reaches 77.6 percent of 25 to
        54-year-old adults. Source: RADAR (R) 75, Fall 2002, (C)
        Copyright Arbitron
    •   Grandparents – Every day, radio reaches 77.5 percent of
        35 to 64-year-old adults. Source: RADAR (R) 75, Fall 2002,
        (C) Copyright Arbitron
    •   Each week, radio reaches 94.1 percent of adults 18 and
        older. Source: RADAR (R) 75, Fall 2002, (C) Copyright Arbitron



Advertiser Objective #2: The campaign will reach tourists in
automobiles and permanent residents as well.

    •   At home, at work, in the car, wherever your customers are,
        radio is a constant companion. Among persons 12 and older,
        37.7 percent of listening takes place at home, 44.5 percent in
        cars, and 17.8 percent at work and other places. Source:
        RADAR (R) 775, Fall 2002, (C) Copyright Arbitron

    •   Cars and radio go together like coffee and donuts: You can
        get along with just one, but having both makes all the
        difference. In fact, radio reaches 82 percent of adults 18 and
        older in the car each week, 24 hours a day. Source: RADAR (R)
        75, Fall 2002, (C) Copyright Arbitron




    WWCU FM         Power 90.5       828.227.7454          www.wwcufm.com
The Great Smoky
Mountains Railroad
The Benefits of Advertising on Radio
                                                Continued



Advertiser Objective #3: The campaign will encourage
parents and grandparents to travel to Dillsboro for the
holidays on short notice.

   •   Radio is unsurpassed at attracting customers to special
       events, sales and promotions. While other media may be
       able to list “places to eat”, only radio can “make them
       hungry.” Source: Radio Advertising Bureau, 2002.

   •   A 2003 survey by the Travel Industry Association of
       America found that 64 percent of past-year leisure
       travelers planned at least one of their trips at the last
       minute (within two weeks of taking the trip). Among these
       last-minute travelers, 26 percent planned all of their past-
       year leisure trips at the last minute. Source: Travel Industry
       Association of America,
       2003.




   WWCU FM        Power 90.5     828.227.7454   www.wwcufm.com
The Great Smoky
Mountains Railroad
The Benefits of Underwriting with WWCU-
Power 90.5

The following facts demonstrate that WWCU is the best choice to help
you accomplish your advertising objectives in the Haywood and
Jackson County region:



      • WWCU FM is the only FM station serving Dillsboro, Sylva,
        and Waynesville, North Carolina.

      • The classic hits format of WWCU FM reaches both your
        target audiences of parents and grandparents.

      • WWCU FM reaches consumers in the Haywood and Jackson
        County region that cannot be reached by the regional radio
        stations selected to participate in this unique promotion in
        Asheville, North Carolina or in Greenville/Spartanburg, South
        Carolina.

      • WWCU FM has a strong reputation for quality programming
        and attracts an upscale audience that travels often and
         invites family and friends to the mountains.

      • Underwriting on WWCU FM provides valued-added local
         exposure for the tourism boards participating with the GSMR
         in the “bed and breakfast cut your own Christmas tree”
         weekend program.




   WWCU FM      Power 90.5     828.227.7454    www.wwcufm.com
The Great Smoky
Mountains Railroad
The Creative Strategy

Your custom radio commercial, as specified and approved by Warner
Bros. Pictures, will use multiple voices, sound effects, and a special
60-second version of the Polar Express main theme to associate
with the visual images of your motion picture lobby and screen
advertising.

Polar Express edited main theme music; establish
and then fade under announcer:

Take some sleigh bells (SFX traditional sleigh bells)

Add a whole lot of elves (SFX elves giggle)

A big (SFX a big Santa HO HO HO)

And add a whistle like this (SFX steam locomotive
whistle)

What do you get? The Polar Express! Depart the
Great Smoky Mountains Railroad from Dillsboro,
North Carolina then Santa brings a special gift while
you sing carols, hear a holiday story, or dine on board.
Reserve on-line at G S M R dot com or call one, eight
hundred, eight, seven, two, forty six, eighty one – that’s
one, eight hundred, eight, seven, two, forty six, eighty
one. All aboard the Polar Express for cocoa, cookies,
and carols. Ride the Polar Express at the Great Smoky
Mountains Railroad departing Dillsboro for the North
Pole through December 23rd. Experience the magic of
Warner Bros. Pictures new feature film based on the
children’s holiday classic by Chris Van Allsburg.
Reserve your seats on-line at G S M R dot com or call
one, eight hundred, eight, seven, two, forty six, eighty
one – that’s one, eight hundred, eight, seven, two,
forty six, eighty one. BELIEVE! The Polar Express,
in theaters November 10th .

Polar Express edited main theme music up and out.




    WWCU FM      Power 90.5     828.227.7454     www.wwcufm.com
The Great Smoky
Mountains Railroad
The Program Summary

Competitive Advantages
The program will help your business maximize the following
competitive advantages:

    •   GSMR is Western North Carolina's top tourist destination.
    •   The Polar Express movie is the top holiday motion picture.
    •   GSMR’s Polar Express train trip is a family event tied to the
        movie and the holiday season.
    •   Adults and children have strong nostalgic relationships with
        steam trains.
    •   GSMR’s Polar Express train trip features a historic steam
        locomotive, just like the one in the movie.


Competitive Concerns
This program will help your business minimize the following
competitive disadvantages:

    •   Parents, grandparents, and children have to travel an average
        of two hours to Dillsboro, North Carolina to experience the
        real Polar Express train trip.
    •   The Polar Express train trip is competing with other holiday
        entertainment for tourist dollars.


Creative
The advertising copy is provided by Warner Bros. Pictures and will
communicate these important points:

    •    Association of GSMR with a popular major motion picture.
    •    Dates, times, places, reservation website and telephone
         numbers.
    •    This is a special event worth traveling to Dillsboro,
          North Carolina.




    WWCU FM      Power 90.5     828.227.7454     www.wwcufm.com
The Great Smoky
Mountains Railroad
The Program Summary
                         Continued

The call to action is:

   •     Reserve your seats on-line at G S M R dot com or call
         one, eight hundred, eight, seven, two, forty six, eighty
         one – that’s one, eight hundred, eight, seven, two,
         forty six, eighty one.

Your commercial will be delivered in the following manner:

   •     Upbeat, nostalgic, warm and fuzzy

Your commercial will close with:

   •     Reserve your seats on-line at G S M R dot com or call
         one, eight hundred, eight, seven, two, forty six, eighty
         one – that’s one, eight hundred, eight, seven, two,
         forty six, eighty one. BELIEVE! The Polar Express,
         in theaters November 10th .

Demo
The program will reach and motivate your target consumers:
   • 25-54 Adults - parents
   • 35-64 Adults – grandparents


Objectives
This comprehensive marketing program is designed to ensure
that you:

   •   will reach parents and grandparents of small children.

   •   will reach tourists in automobiles as well as permanent
       residents.

   •   will encourage parents and grandparents to travel to Dillsboro
       for the holidays on short notice.




   WWCU FM      Power 90.5     828.227.7454     www.wwcufm.com
The Great Smoky
Mountains Railroad
Schedule and Investment

Based on a careful analysis of your advertising objectives and
competitive situation, WWCU recommends the following
on-air underwriting schedule:




Start date:     October 27, 2004

End date:       December 22, 2004

Description:    Underwriting announcement for GSMR
                Polar Express train trips.

Daypart:        5 a.m. – 8 p.m.


Number of Announcements:

20 per week – Total 160 for the eight week promotion


Length:         30 seconds

Rate:           $10.00

Total:          $1,600.00


Total Investment:                 $1,600.00




    WWCU FM      Power 90.5     828.227.7454    www.wwcufm.com