Mozingo Rebranding Presentation

7/29/2019 Mozingo Rebranding Presentation

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Mozingo Lake

Rebranding Concepts


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Capstone course for seniors

Advertising agency environment

Classes are run like business meetings

Multiple teams

Variety of skill sets


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Hotel Feasibility Study


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Mozingo needs rebranding help


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Mozingo Advisory Board agrees


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Mozingo Advisory Board agrees


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Rebrand Mozingo Lake

and Mozingo Golf Courseto unite all amenities

and prepare for it growth.


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Research Secondary, Primary

2 different creative approaches and

rebranding ideas New Mozingo website

Social media and digital marketing

Media plan and recommendations


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Mozingo Analysis

Competitive Analysis

Target Analysis Tourism Advertising

Analysis

State Park IndustryAnalysis


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Golf Course

RV & Campground

Boating & Fishing

Youth Camp Beach

Equestrian &

Nature Trails Hunting

Annual Events

Maryvilles Water Source


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Golfers RVers/CampersAnglers

OutdoorsTravel HikingCamping Fishing

Sight Seeing

Biking

BoatingWalking/Jogging/Running


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2011 ZIP Codes:

Campers

RVers Cabin Renters


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2011 ZIP Codes:

Campers

RVers Cabin Renters


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6 members

Represent target groups

Variety of interests Mozingo visitors

- Michelle Drake


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In-person Interviews: 217

Online Survey: 299

Total: 516


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How do people feel

about Mozingo?

Conducted SixQuestions in 60

Seconds for Mozingo

in-person interviews

Bearcat Zone on

Family Day

Hy-Vee


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Would you recommend a visit to Mozingo to yourfriends or family?


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Which of the following names best describes the entireMozingo complex?


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Which of the following names best describes the entireMozingo complex?


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Consistent Information

Unified Branding

Easy to update and maintain


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Mozingo Lake Recreation Area is too long

Optimum URL length is 7-13 characters

URL has been secured for 1 year


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9 test participants

6 tasks each

Interacted with: Navigation Prototype

Mozingogolf.com

Maryville.org


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Data collected:

Completion rate

Verbal feedback Navigation path


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Findings: Mislabeled or

misleading page names

Outdated Information

Missing or BrokenContent Working tee time

system

RV/Cabins/Camping

Reservation System Comprehensive

Calendar

Email Subscription

Online Store


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Intuitive Navigation

Easy to edit and update

Inexpensive Comprehensive content

Additional functionality

Tee Time Reservation System

Camping/Lodging Reservation System

Online Store

Email Subscription
http://www.mozingolake.com/


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Inexpensive

Easy to use

Very flexible system Thousands of plugins

Website is already built

Hire an Intern

Re-write content

Update website regularly

Manage email subscriptions
http://www.mozingolake.com/


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Mozingo Lake Recreation Area will be able to:

Build personal relationships

Drive traffic to new website

Promote events, services, and new logod

merchandise


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Which of the following sources typically provideyou information about Mozingo activities?


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Personally connect with audience

Group discussions

Fans have a sense of ownership Become more invested in the brand


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One person for lake and one person for golf

course

Ensure most correct information is reachingaudience


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Engage in real-time conversations

Provide quick feedback

Encourage audience participation

Share memories/thoughts/photos

Update regularly

Post current information

Monitor all activity


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Online Directories

Review Sites

Mapping Event Calendars

GPS Systems


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VisitMO.com

AutoClubMO.AAA.com

RVParkReviews.com GolfDigest.com


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VisitMO.com

AutoClubMO.AAA.com



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VisitMO.com

AutoClubMO.AAA.com



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TripAdvisor

Yelp!

PGA.com FishHound

Campster


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TripAdvisor

Yelp!

PGA.com FishHound

Campster


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Google Maps

MapQuest

Yahoo/Bing/Yellow Pages


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Google Maps

MapQuest



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Google Maps

MapQuest



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Google Maps

MapQuest



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Google Maps

MapQuest



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Garmin

NavTeq

Google Maps


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Garmin

NavTeq

Google Maps


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Ad Spending Recommendations

Rebranding Campaign Plan

Long-term Advertising Plan Return on Investment


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$25,000 for Rebranding Campaign

Outdoor

Radio

Print

$15,000 for other efforts

$40,000 Budget


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Outdoor


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Billboard $1,374

Billboard $2,274

Billboard $2,444

Billboard $3,980

OutdoorMedium Cost

OUTDOOR TOTAL: $10,072

Campaign Total:

Outdoor: $10,072

$10,072

TOTAL:


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97.1 The VILL $1,400

95.9 KNIM $1,400

106.7 KZLX $760

90.5 KXCV $1,500

RadioStation Cost

RADIO TOTAL: $5,060

Campaign Total:

Outdoor: $10,072

Radio: $5,060

$15,132

TOTAL:


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Maryville Daily Forum $1,970

PrintPublications Cost

PRINT TOTAL: $8,474.38

Campaign Total:Outdoor: $10,072

Radio: $5,060

Nodaway News Leader $2008Northwest Missourian $581.25

New Student Guide $115.13

$23,606.38

TOTAL:Chamber Viewbook $3,800

Print: $8,474.38


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Google Keywords

Missouri Tourism Magazines

Trade Shows


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Google


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Google


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Google


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Google


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GoogleMagazine Missouri Traveler Guide

AAA Midwest Traveler

Guide Recommended by Missouri

Department of Tourism

Free brochure

Free highlighted listing


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GoogleTrade Shows Distribute info directly to target

Kansas City Boat and Sport Show

Omaha Boat Sports and Travel Show Des Moines Boat Sports and Travel Show


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Total Rebranding Cost: $25,394.40

Return on Investment: $16,741.56


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Maryville plans to construct new

community gateway sign


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Maryville plans to construct new

community gateway sign


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Mozingo growth is coming A solid Mozingo image/brand is

needed for successful growth

2 rebranding concepts & logos

Advertisements to introduce the new

Mozingo Lake to the community


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MozingoLake.com comprehensive website Facebook.com/MozingoLake

comprehensive social media platform

Zazzle.com/MozingoLake logodmerchandise

Online Marketing for a consistent image

Mozingo signage

$40,000 Budget


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Strengths: Excellent

destination

Opportunities: Consistent brand for

future development

Threats: Sense of local

ownership

Weaknesses: No marketing planor staff

Mozingo Rebranding Presentation

Documents

Transcript of Mozingo Rebranding Presentation