CASE STUDIES

DETROIT LAKE RECREATION AREA

SITUATION

Detroit Lake is a major destination for boating enthusiasts, who are the primary support for the economic foundation of the corridor between Salem and Sisters. During a year when the lake was adversely affected by a dry winter, a federal spill-off to enhance fish and water quality created critically low water levels. Marinas were forced to close. No boats, other than small canoes and rowboats were able to be used on the lake. The problem became so significant that the business association qualified for a $20,000 community development grant funded by Oregon Lottery dollars.

With 52 members of the association, every conceivable idea was presented. Each idea was met with strong opinions and conflicts. The group ultimately decided to hire Charlton Engel Marketing to help them decide what to do with the $20,000.

STRATEGY

The Target: We were able to determine rather quickly that the first order of business was to redirect their target audience. There was no point in trying to target boaters, because there would be no boating at Detroit Lake that summer. And, it was futile to ask boaters to leave their boats behind for their vacation.

Further questioning revealed that the lower lake level combined with the reduction in visitors resulted in extraordinarily good fishing. We recognized that the recreation area had many options for outdoor activities, and the only one that was missing was boating. So, we focused on turning their problem for boaters into an opportunity for non-boaters.

The Message: The message romanced the beautiful surroundings, hiking trails, quiet evenings around a campfire and the peace and serenity of the outdoors without the noise of loud powerboats ruining the mood.

The Media: The media strategy was built with the goal of improving visitor counts throughout the entire summer, not just over a specific weekend. We divided the budget into three parts: radio, newspaper and public relations.

The majority of the budget went to radio advertising. The radio portion was awarded to a Portland area station group that included several stations. The PR effort we mounted helped convince the stations to add no-charge spots because of the high profile exposure the campaign was receiving.

The newspaper strategy was to spread the ads over as many newspapers and over as long a period of time as possible. We designed a 1-column by 3-inch ad that presented the positioning and ran it in Albany, Corvallis, Salem, Bend and Portland dailies over a two month period.

Public Relations: Press releases went out to all media. The response was beyond our highest expectations. We received positive press in virtually every newspaper from Portland to Eugene. The situation was covered on every Portland television station, Salem radio and Portland radio. Senator Gordon Smith made an appearance at the lake to speak about the problems. Part of Smith’s presentation included playing the radio commercial.

The theme we created was picked up by every media who covered the story and was praised as a proactive, positive way to approach the problem.

RESULTS

The Detroit Ranger District web page saw an immediate increase in the number of page views and brochure requests. Averaging 3 per week prior to the campaign, the number of brochure requests jumped to 3-4 requests per day.

The Detroit Ranger District reported a significant increase in the number of calls for information.

Local motel owners reported a 5 - 10% increase in visitors following the campaign. Day visitor increased significantly more.

Businesses in the Detroit area, including stores, restaurants and gift shops reported a noticeable increase in visitor numbers.

Businesses reported that visitors commented on hearing the advertising and decided to come to the area as a result.

Local organizers reported that tagging the message with specifically timed events contributed to the success of the events.

Every major newspaper from Bend to Salem to Portland carried at least one story. Some ran multiple. Every Portland television station and many radio stations ran a story. The commercial was even played as part of Senator Gordon Smith’s speech at a press conference.

SITUATION

Curtis Trailers is a family owned business that sells towable RV trailers, parts and equipment, and services recreational vehicles. They have two locations in the Portland area: one on the east side and one on the west side, and have enjoyed a solid business for the past several years. Most of their customers are in the 35+ age category, with moderate discretionary income.

Their advertising had generally been restricted to a proven handful of local radio stations that were chosen as a result of an ongoing surveying process at the dealership level.

They had good name awareness and a strong market share among their core customer group, and wanted to begin introducing themselves to a younger market who would be aging into their core target in just a few years.

STRATEGY

Based upon extensive interviews with dealership personnel and users of trailers, plus studying industry research and reports, it became evident that a common thread linked buyers of RV trailers. The lure of the open road, freedom of itinerary and the intimacy of exploring out-of-the-way places is what motivated people to seek out this form of recreation.

After researching their audience, we recommended that radio be reduced to its most highly targeted core, and a television campaign be layered over it with placement in programming that would reach adults with young families. We created a television campaign that ran during their key selling season while maintaining a good radio presence on three of their most identified stations through the entire season. Over time, virtually 100% of the media budget transitioned to television.

The television campaign concentrated on presenting an appealing image of RV travel and positioning Curtis Trailers as experts in sending families on safe, comfortable and adventuresome vacations.

RESULTS

Sales have grown significantly since we implemented this strategy. They continue to improve market share, even in a challenging economy.