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This presentation before the Breathitt County civic leadership illustrates the value of small business digital marketing through a number of case studies executed over a five year period in the Kentucky River Area Development District (KRADD). The final case studies were developed after faculty and student travels and observations of the HandMade in America trails in Western North Carolina to advance travel and tourism through a series of “persona travelers” based on Kentucky tourism research of how and where to spend 36 hours in the KRADD region.
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Breathitt County Small Business
Digital Marketing Case Studies: EPG
Exploration into integrating
traditional and online marketing
Peter H. Hackbert
Entrepreneurship for the Public Good Program
Berea College, Berea KY
Jackson Kiwanis Club
November 20, 2012
Small Rural Appalachian Community
Economic Development (CED)Traditional ED Strategy / Tool
Alternative ED Strategy / Tool
CD Capacity Building Strategy /
Tool
Economic Development
Approaches
Economic
Outcomes
Other
Outcomes
Direct, Short-term
Indirect, Long-term
• Industrial development
• Business retention / expansion
• Workforce development
• Tourism
• Entrepreneurship
• Downtown development
• Arts / Creative economy
• Cluster-based development
• Residential development
• Transportation
• Broadband / Internet / Social Media
• ED finance
• Philanthropy
• Strategic planning
• Leadership development
• Organizational development
1. Recruit firms from the outside
2. Strengthen/expand existing firms
3. Promote development of new firms
• jobs
• firms
• prosperity
• wealth
• social
• civic
• environmental
EPG Small Rural Appalachian Community
Economic Development ModelTraditional ED Strategy / Tool
Alternative ED Strategy / Tool
CD Capacity Building Strategy /
Tool
Economic Development
Approaches
Economic
Outcomes
Other
Outcomes
Direct, Short-term
Indirect, Long-term
• Tourism
• Entrepreneurship economy
• Cluster-based development
• Local Living Economies• Residential development
• Transportation
• Broadband / Internet /
Social Media
e
1. Strengthen/expand
existing firms
2. Promote new firms
• jobs
• firms
• social / civic
• environmental
23M Small Businesses in the USA
• 90 percent of the businesses in the Commonwealth have fewer than 50 employees.
• In 2008, small businesses totaled 339,747 .
• 69,175 were employers, and they accounted for 49.2% of private-sector jobs in the state.
• Small firms (less than 500 employees or no employees) made up 96.7% of the state’s employers.
EPG Service Area 2010 County Business
Patterns – Total Establishments
Madison
Breathitt
Lee
Leslie
Letcher
Knott
Owsley
Perry
Wolf
1,559
211
98
113
702
189
44
702
84
“Uneven Ground”
UK Professor of
History: Ronald Eller www.google.com/images
…growing popularity of ecotourism and
heritage tourism…contained the potential for
building an alternative economy, one that
promised greater monetary returns for local
residents, the preservation of rural traditions,
and the protection of sensitive natural
resources.
- Ronald D. Eller, Uneven Ground, The University of
Kentucky Press, 2008: 256.
Key Question
Can Social Media be a tool to
develop an alternative economy in
Appalachian communities?
Case 1
They asked us to expand the
traditional definition of tourism.
Berea, Kentucky -
500 Cultural Assets
Case 2
They asked us to find out how
travelers navigate the region?
Case 3
They asked us how much travelers
spend and on what?
Research Team
Total Expenditures for the 4,000
Out-of-Towners Knott County Trail
Riders
Items Expenditures
Entrance fees $19,492
Food and Beverage 162,435
Retail Shops 207,916
Private Auto and Other Expenses 259,896
Total $649,740
Case 4
They asked us what can we do to
keep them here longer?
Along come cell phones
Cultural Heritage Cell Phone Tour
Case 5
They told us
Small Rural Town ProgramRural Populations
1,602
357
175
1,764
747
1,081
We traveled and we interviewed
small business owners.
Small Business Using Social Media in
North Carolina
The Blue Ridge Soap Shed
Case 6
We listened
….”achieving Certification as an Entrepreneurial
County, recognized the commitment to
encourage and support entrepreneurship while
improving the business climate for existing
companies. ."
Peer to Peer KRADD Workshops
Case 7
Online Advertising for small
businesses
The Social Media Data Stacks
30
30.1%
18.1%
32.5%
10.2%9.1%
38.1%
21.4%
16.5%
12.8%11.2%
Europe N. America Asia-Pacific Latin America Mid East-Africa
Share of visitors Share of minutes
Average Time Spent: 5.4 Hours/Month
Source: HubSpot (2011) The Social Media Data Stacks
31
The Facebook User: 5 More Hours on Site per month
0:31
0:45
1:06
1:18
1:41
1:44
1:48
2:12
2:53
7:46
Amazon
Microsoft
Apple
Wikipedia
YouTube
MSN/Windows Live/Bing
Yahoo
AOL Media
Case 8
Social Media in the KRADD
We observed and we listened to
the KRADD business owners,
attraction and destination
operators
They use
Google Search Website
Case 7
Summer 2011 - We organized 7
KRADD Social Media Workshops
We designed Digital Yellow Pages
Workshops• Digital Yellow Pages = Review sites, search engines and social
media
– Ex.: Facebook, Google places, Yelp, Trip Advisor
We designed Company (not
personal) Facebook pages
Case Study: The Courthouse Cafe
Summer 2012 - We researched
Kentucky Tourism
Kentucky Visitor Profile Study
Daniel Boone Country RegionSeptember 2010 – August 2011 Visitors
Prepared for:
The Commonwealth of Kentucky
Department of Travel and Tourism
Prepared by:
Tourism is the 3rd largest industry in Kentucky,
providing $3.3 billion in salaries annually
This is despite only 34% of first-time Kentucky
visitors actually recalling seeing any advertisements or
promotions for Kentucky prior to their visit.
The tourism and travel industry contributed
nearly $11.7 billion to Kentucky’s economy
in 2011.—an increase of 3.0 percent
In the Daniel Boone Region, where the KRADD is
located, there was a 1.6% increase
Key Facts
Visitors come to Daniel Boone Country Region
•It is peaceful/relaxing (81%),
• It is a safe destination (74%),
• There is plenty to see and do (72%),
• It is a good value for the money (71%)
• The clean unspoiled environment (72%)
The Daniel Boone Country Visitor
Average Income: $68,560
Average Age: 50.8
Average Travel Group Size: 3
69% short pleasure trip
53% use internet
Recommend their visit to others: 96%
Imagine
How would you spend 36 hours in
the KRADD region?
"The traveler/tourist persona
profile gives you a chance to truly
empathize with target market
segments, stepping out of the role
as someone who wants to promote
a product and see, through your
travelers' eyes…”
Peter H. Hackbert
36 Hours in the
KRADD Region
Online consumer recommendations are
the second most trusted source of brand
advertising, second only to
“recommendations from people I know” in
a global 2012 study of 28,000 consumers in
56 countries
Source: Nielson, “Consumer Trust in Online, Social and Mobile advertising Grows, 2012
34 Personas
1. Traveler and Tourist Personas
Meet the Weston’s
Lifestyle
Limitations
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