save big with a family-sized play pass!. introduction refining the brand –creating a consistent...

Save big with a family-sized Play Pass!

Introduction

Refining the Brand– Creating a consistent message

Marketing/Positioning– Driving traffic and positioning passes

Driving Value– Communicate value and drive pass purchase

SWOT Analysis

What we learned

• Strengths– Highly profitable– OPC teams use passes for tours (revenue)– More than one pass option

SWOT Analysis

What we learned

• Weaknesses– No real package for passes– No real identity– Offers are confusing because we are

promoting too many messages– No lifestyle connection to help sell fun

SWOT Analysis

What we learned

• Opportunities– Communicate value– Collapse offers– Re-think menu boards– Sell at welcome party– Twilight pass– Promote passes at venues

SWOT Analysis

What we learned

• Threats– Parks– Mini golf off property– Not enough tubes during peak times– Owners think tubes should be free

Activities Positioning

Sell pass first in all mediums as a family value.

Use consistent message about the passes so both internal and external audiences understand the offering.

Use non-paid activities consistently and only “promote” the passes.

Key Selling Points

Passes provide big savings

Stay on property—no need to leave the resort

Main Marketing Messages

Save big with a family-sized Play Pass – Raise your fun with new lower prices– Keep your fun costs under par – Fun for less—check into it – A suitcase of fun at a carry-on price

Play Pass

Putt Pass

Pass Packaging

Counter Display

Generating Excitement

Creating the Buzz• Mediums

– In-lobby / In-room channel– Elevator signage– Golf cart GPS

• Messages– Catchy, succinct– Pique interest

Channel 83

Lobby Powerpoint

Elevator Sign

Golf GPS

Drive Traffic

Creating Urgency• Mediums

– Security flier– Vacation News– Voicemails

• Messages– Value-driven– Offers

Security Flyer

Vacation News

Drive Traffic

Voicemail Scripting:– Save over 75% on mini golf, tube rentals and

The HIPPO™ slide when you buy a family-sized Play Pass at any retail, mini golf or tube rental location today!

Signage

Awareness and Directional• Mediums

– Banners on light poles– Pricing signage on front of building

• Messages– Directional– Sense of arrival– Value pricing

Island Golf/The HIPPO Banners

Island Golf/The HIPPO Banners

Putt Putt Banner

Putt Putt Banner

Island Golf Signage

12" x 40"

Island Golf Signage

Splash Shack Signage

18" x 36"

Splash Shack Signage

Putt Putt Signage

24" x 36"

Putt Putt Signage

Awareness

What we want guests/owners to know• Mediums

– Electronic and print publications– Vacation News

• Messages– Informational– Story-driven

Shot List

• Recommend lifestyles photo shoot of on-site activities.

• Island Golf, Putt Putt, Hippo, Tubes, Cabanas

Timeline

On-property Mediums: 10 days

E-pubs/Print Publications: April/Summer

Exterior Signage: TBD/ASAP

Action Items

Next Steps– Define action items

• Non-revenue-generating activities plan within10 days

– Discuss current jobs in the system