Aspen Skiing Company Kleercut PR Campaign

Nikki Wetzel, Casey Liu, Deborah Sloan, Saori Kamitani, Ranyu Chen

Table of Contents

Background Situation Analysis and Opportunity Goal Statement Key Public: Customers
Profile o Objectives and Primary Message o Strategy 1 and Tactics o Strategy 2 and Tactics o Strategy 3 and Tactics o Evaluation
o

Background

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 operate and maintain institutions o Global warming and decline of snow-covered areas

ASC's sustainable practices

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

We are joining the boycott!

Goal Statement

To be seen as an environmentally responsible company.

Our key public is

Customers

Profile
Ages 25-65 Empty nesters or families with children who make $1 million to $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.

Objective
To increase customer awareness of ASC's many environmental initiatives by 15 percent by April 2013. Primary Message Your support makes ASC strive to be a more environmentally responsible company.

Strategy 1 Report progress made in each of ASC's environmental initiatives to customers via marketing collateral. Tactics Pamphlets made of 100% recycled materials and reprinted menus and maps. Include a QR code linking to online resources.

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.

Strategy 3 Multimedia Education and Distribution Tactics Newsletter emailed to customers reporting progress. Video components highlighting initiatives and beauty.

Evaluation
Objective : To increase customer awareness of ASCs environmental initiatives by 15 percent by April, 2013.
Criteria: Measure customer awareness of various environmental initiatives after implementing pamphlets, art installations and QR 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

Thanks for listening!