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Aspen Skiing Company

Kleercut PR CampaignNikki Wetzel, Casey Liu, Deborah Sloan,

Saori Kamitani, Ranyu Chen

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Background

Situation Analysis and Opportunity

Goal Statement

Key Public: Customerso Profile

o Objectives and Primary Message

o Strategy 1 and Tacticso Strategy 2 and Tactics

o Strategy 3 and Tactics

o Evaluation

Table of Contents

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Founded in 1946 in Aspen, Colo.

ASC operates four ski resorts.

A frontrunner in environmental movement

within the ski industry

Involved in donating to the Environmental

Foundation since 1998

The Ski Industry

o Requires tremendous amount of energy to operateand maintain institutions

o Global warming and decline of snow-covered areas

ASC's sustainable practices

Background

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SWOT Analysis

Strengths

A frontrunner in environmental

movements within the ski

industry.

Opportunities

Show interest in environmental

issues

Weaknesses

Deforestation

Limited budget for

environmental project

Threats

Public distrust

Climate change

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We are joining the boycott!

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Goal Statement

To be seen as an environmentally

responsible company.

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Our key public is

Customers

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Profile

Ages 25-65

Empty nesters or families with children who make $1 millionto $2 million per year

They are willing to pay more for their lodging.

Outdoorsy and environmentally conscious.

The top feeder markets for ASC are Colorado, Texas,California, Florida, New York and Illinois.

ASC attracts more than 1.4 million visitors per year, 11

percent of Colorados annual skiers.

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Objective

Primary Message

To increase customer awareness of

ASC's many environmental initiatives by

15 percent by April 2013.

Your support makes ASC strive to bea more environmentally responsible

company.

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Strategy 1

Report progress made in each of ASC's

environmental initiatives to customers viamarketing collateral.

Tactics

Pamphlets made of 100% recycled materials andreprinted menus and maps.

Include a QR code linking to online resources.

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Strategy 2

Educate customers about the boycott through reclaimed art

installations.

Tactics Recycled materials should be used to create several

reclaimed art installations set up in different ASC locations.

Place QR code next to the installations as a form of

explanation for their significance.

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Strategy 3

Multimedia Education and Distribution

Tactics

Newsletter emailed to customers reportingprogress.

Video components highlighting initiatives and

beauty.

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Objective : To increase customer awareness of ASCsenvironmental initiatives by 15 percent by April, 2013.

Criteria: Measure customer awareness of various environmental

initiatives after implementing pamphlets, art installations andQR code placement around ASC locations four months after

their introduction.

Tools:

1. Conduct an online customer awareness survey at checkout,survey after the campaign.

2. Branded Tweet Tracking - #ASCgreen

3. Use google analytics to track mobile activity to website

Evaluation

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Thanks for listening!