breathitt county ky small business digital marketing case studies: epg exploration into integrating...

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

Google

Yahoo

AOL Media

Facebook

Case 8

Social Media in the KRADD

We observed and we listened to

the KRADD business owners,

attraction and destination

operators

They use

Facebook

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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