Tahoe Donner Marketing Plan 2014

1. Tahoe Donner Marketing Plan 2014

2. Marketing Plan Contents • Executive Summary • Situation Analysis • Key Initiatives • Marketing Goals & Objectives • Competitive Analysis • Target Markets • SWOT Analysis • Brand Strategy • Marketing Strategies and Tactics

3. Contents Continued… • 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

4. Tahoe Donner Public Amenities Page 3 • 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

5. Tahoe Donner Private AmenitiesPage 4 • Northwoods Pool and Recreation • Tennis Center • Trout Creek Recreation Center • Beach Club Marina • Association Buildings – Northwoods Clubhouse • Property – Trail System and Euer Valley

6. 2012 Revenue Breakdown by Amenity page 5

7. Key Initiativespage 6 • 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

8. Goals & Objectivespage 7 • 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

9. Target MarketsPage 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 eco-friendly; “locals” mentality even if 2nd home is here.

10. Customer DemographicPage 17 • 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

11. Brand StrategyPage 20 • New color scheme graphics

12. Additional Strategies and TacticsStarting on page 22 • Group Sales • Advertising Plan • Public Relations Plan • Events • Sponsorship Efforts • Digital Overview • Social Media Plan • Customer Loyalty Program – in 2014 • Cooperative Partnerships

13. 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

14. Questions?

15. Thank You!