Tahoe Donner Marketing

Plan 2014

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

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

Tahoe Donner Public Amenities

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

Page 3

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

2012 Revenue Breakdown by Amenity page 5

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

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

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.

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

Brand StrategyPage 20

New color scheme graphics

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

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

Questions?

Thank You!