final plan book pdf

THE UTAH OFFICE OF TOURISM, FILM, AND GLOBAL BRANDING

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CAMPAIGN PLAN


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May 7, 2016 New Mexico State University

JOUR 476: Public Relations Campaigns Final Campaign Plan

Dr. Janis Teruggi Page

Paulina Siller Account Executive

Richie Gonzalez Research Director

Aaron Steinman Copy Director

Cynthia Mendoza Creative Director

Berto Perez Media & Promotions Director


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TABLE OF CONTENTS

Executive Summary ..................................................................................................................... 4

Organization ................................................................................................................................ 5

Secondary Research .................................................................................................................... 6

Primary Research ........................................................................................................................ 8

Key Publics ................................................................................................................................. 12

Campaign Strategy .................................................................................................................... 13

Communications Plan................................................................................................................ 14

Timeline ..................................................................................................................................... 16

Evaluation .................................................................................................................................. 17

Stewardship ............................................................................................................................... 17

Conclusion ................................................................................................................................. 18

Bibliography .............................................................................................................................. 19

Appendices ................................................................................................................................ 20

Team member approval sheet .................................................................................................. 36


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EXECUTIVE SUMMARY The Utah Office of Tourism, Filming and Global Branding is the state agency that works to promote tourism-based economic development and quality of life in Utah. The UOT is committed to increasing tourism and film production in the state and provide rich business resources for the creation, growth and recruitment of companies. The UOT is looking for a better connection to its communities through social media initiatives. This campaign focuses on a social media strategy designed to call out to future tourists in a way that will inspire them to share their experiences on social media platforms. It will utilize multiple social media initiatives in order to significantly increase the amount of people who follow the UOT social media pages. These followers will then be in a position where they are able to be exposed to Utah’s travel opportunities. This strategy will ignite top of mind awareness of Utah as a premier traveling destination in the region. This campaign will be a continuation of the current Life Elevated theme. This theme has great potential for social media applications and is a great representation of the state. This theme has been effective for the UOT, but has not been used to its full social media potential. This campaign will take the Life Elevated theme and apply it in a way that will be optimized for an online audience. Based on the research that we conducted, there are two major areas this campaign will focus on. As mentioned above, the first is to increase the UOT’s social media presence. Social media is a very important communication tool that the UOT is not currently utilizing to its full potential. The second is to use social media to educate the public as to what the state of Utah has to offer. Our research found that while people are willing to travel to Utah, they just simply do not know enough about its travel destinations to make executional travel plans. In order to optimize this campaign for social media, the key publics will be comprised of the most active social media users. The primary public is comprised of those who are between the ages of 18 to 25. The secondary public are those who are between the ages 26 to 32. In order to further optimize this campaign, it will also focus on those between these ages who live within a 1,000-mile radius of the state of Utah. We believe that through this campaign, the UOT will be able to develop the needed relationships and disperse the needed information in order to position Utah as one of the top travel destinations in the Western United States.


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ORGANIZATION Introduction The Utah Office of Tourism, Film and Global Branding (UOT) is the official state agency for promoting Utah tourism and positively influencing the public perception. The UOT is committed to increasing tourism and film production in the state and provide rich business resources for the creation, growth and recruitment of companies. Over the past few years, the UOT has slowly built its social media presence (Facebook, Twitter, Instagram, Google Plus, etc.).The mission of UOT is to promote Utah’s experiences and destinations in an inspiring way that will enhance economic vitality and quality of life in the state. The marketing program is concentrated on travel from non-resident visitors, generating one or more overnight stays

ORGANIZATIONAL BACKGROUND The purpose of the Utah Office of Tourism, Film and Global Branding (UOT) is to promote tourism-based economic development and quality of life in Utah. This is done through promoting Utah’s travel experiences and destinations for out-of-state travelers. This is done by:

Leveraging Utah’s tourism opportunities by securing quality media coverage in top-tier national and key regional outlets to maximize exposure of Utah and UOT partners among leisure audiences.

Growing Utah’s share-of-voice within targeted national and regional outlets and, in turn, drive visitation and traveler spending.

Creating buzz and building momentum through the promotion of creative programs/experiences, key announcements and events to engage influential audiences, increase destination awareness and drive business.

Relevant publics include: general travel, culinary, men’s/women’s interest, family and adventure

The office’s primary source of funding is the Tourism Marketing Performance Fund (TMPF), which calculates the funding based on the previous year’s tourism-related tax revenues. This fund is strictly to be used for out-of-state marketing, with 10% passed directly to the Utah Sports Commission to attract major sporting events to the state and 20% allocated to a cooperative marketing program with regional destination marketing partners and non-profit organizations. The balance is used for advertising, public relations and major event sponsorships such as the Sundance Film Festival and Tour of Utah. To maximize the effectiveness of the TMPF marketing budget, the UOT focuses its marketing campaigns on a select group of seven proven Western markets for the summer campaign and three winter markets, Los Angeles, New York, and Washington D.C./Baltimore. International tourism also


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plays a key role in Utah’s economy, with visitors from Canada, France, Germany, the United Kingdom, Japan, Australia, Brazil, China and Mexico. The primary competition for Utah tourism are surrounding states, including: Colorado, Nevada, Arizona and New Mexico. More specifically, any states that are well known for their outdoor activities and attractions. According to a report by Business Insider in conjunction with Hotels Combines, Utah is the fifteenth most popular state to visit with California being the first, Nevada the third, and Arizona the eighth.

SECONDARY RESEARCH Communications Analysis The UOT has partnered with many magazines in order to promote current information regarding the state's recreational activities. The UOT has targeted 50 top publications as well as 50 secondary publications that they utilize in order reach a vast audience. With help from Turner PR, the UOT has created buzz and has attempted to garner media attention from top tier publications nationally and regionally. The UOT primarily uses magazines as a promotional medium, but is also attempting to increase their social media presence. The UOT’s use of social media is ineffective. While they are continually and consistently using their social media account, their content is not appealing to the audience. The content that is currently posted is very promotional. Social media followers do not want to feel like they are getting a sales pitch every time they see a post. Effectively utilizing social media requires a more personal approach that fosters the creation of relationships with followers and subscribers. The messages being communicated and received by the organization is that of positivity and enthusiasm for the targeted counties with new and fun activities that will promote and encourage business startups. The UOT has a strong emphasis on economic development and encourages businesses start/move operations to Utah. There is an open invitation to businesses to come to Utah in order to generate more attractions and boost to its economy. Analyzing the UOT’s current communication efforts allows us to identify what they are currently doing well and what our campaign can improve on. It also helps identify what target publics are being reached and which ones are being missed. Understanding targeted publics will allow the campaign to generate a buzz that will effectively motivate people to go to Utah and enjoy recreational time with family and friends. This will also help create an atmosphere of fun that will help people create memories and motivate them to come back to Utah.


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CURRENT SITUATION (ISSUE ANALYSIS)

In 2013 UOT launched The Mighty 5 campaign. This campaign focused on Utah’s five national parks and the amazing range of experiences available in the parks and surrounding areas. It utilized multiple media outlets such as online and print media. The campaign received top honors from the National Council of State Tourism Directors’.

It reached nearly half of the target audience, or about 5.75 million households.

It returned $126 in visitor spending for each advertising dollar invested. The 2011 and 2012 non-winter campaigns returned $55 and $68.

Nearly 375,000 Utah trips between March and December 2013 are attributable to The Mighty 5 campaign.

This campaign continues to launch as it has proven to be successful. It was most recently launched in the summer 2015. Currently the UOT is looking for a better connection with its communities and desires a better social media presence. The UOT is hoping for a social media strategy that employs strong community building activities through multiple channels and yields results in quality of engagement. The strategy needs to call out to the tourists in a way that inspires them to interact on social media. The travelers need to be part of the social media efforts as a means to build a community around a shared interest. One of the opportunities/problems of their previous efforts is the ambitiousness of the UOT. They want to position themselves as the primary vacation/tourist state in the country. The UOT will get more return on investment (ROI) if they invested in travelers from neighboring states. Sending a message out to these markets will generate publicity through the social media strategy mentioned above. The UOT’s social media strategy should ignite top of mind awareness of Utah as a premier travel destination that is majestic, inspiring, and adventurous. It will also motivate travelers to choose Utah for their next great travel experience and businesses to choose Utah as a smart place for relocation or start-ups. One of the potential pitfalls of a UOT campaign involves completion around the country and throughout the world. The UOT is competing with an overabundance of travel destinations that are also trying to become top travel destinations. In order to combat this difficulty, an effective campaign needs to have a regional focus and utilize unique communication methods that will allow it to stand out among the saturated tourism market. We believe through strategic promotion and communication, Utah will become the foremost travel destination in its region. Our PR role is to help the UOT find different promotional angles, open up to new ideas and readjust their current target publics. With this information we


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can successfully create a campaign that will incite travelers to share their experiences through social media.

PRELIMINARY IDENTIFICATION OF TARGET PUBLICS In order to better communicate in today’s digital age, the UOT is seeking to utilize social media as a primary promotional tool. In conjunction with this, the preliminary group of target publics relevant to this campaign are those who are ages 18 to 29. According to a study done by the Pew Research Center, this age group is the most active social media users with 90 percent using social networking sites. This target public is primarily comprised of college students and individuals with entry-level employment. They are looking for ways to have fun that fit into their tight budgets. They like having adventures and making memories with their friends. They have busy schedules so extended weekends and school holidays are the only opportunities they have to spend extended periods of time together. They need travel opportunities that are inexpensive and easily accessible. Considering these factors, a campaign should focus on those who live in neighboring states. The neighboring states are Idaho, Wyoming, Colorado, New Mexico, Arizona and Nevada. A secondary preliminary public are those who are 30 to 49. The Pew Research Center Identifies this age group as the second largest group of internet users is 78 percent using social networking sites. This target public have more disposable income to spend on travel. They are more likely to have children and want their kids to have fun and unforgettable experiences. Scheduling around work and their children’s schooling is difficult so they have to make the most of any free time they have, even if it is very short. Understanding who this campaign is trying to reach will allow us to tailor the campaign and show how Utah meets their specific traveling needs. This campaign should focus on the casual traveler. A large portion of our target publics do not have the time nor means to go on elaborate and expensive trips. Focusing on the surrounding states will allow the campaign to position Utah as an easily accessible travel destination with something for everyone.

PRIMARY RESEARCH Introduction In order to gather necessary information from our target audience we focused on two different forms of primary research: online survey and in-person survey.


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The online survey allowed us to reach a wide range of people and allowed us to analyze information quickly and efficiently. Conducting an in-person survey allowed us to gather information that we might not have received during the online survey and also gave the subjects a chance to speak in greater detail. We created the online survey using Google Forms and create a mix of open-ended and closed questions focused on the respondent’s feelings about Utah. Our group members shared it through our individual social media accounts, asking people to follow the link and take the survey. The in-person survey was conducted on the campus of New Mexico State University. This survey asked respondents their opinions and feelings about Utah. This survey was conducted in a public area where people from our target publics were gathered. The target public for these surveys were individuals between the ages of 18 and 29. The surveys were designed to help identify what the target public does and does not know about the state of Utah. They were also designed to identify the reason why people travel and what would make Utah a more appealing travel destination.

Online Survey We conducted an online survey with primarily respondents in New Mexico. The online survey showed that the top three Western states, respondents wanted to travel to are: California, Washington and Colorado. This survey also suggested that the most common thing associated with Utah is The Church of Jesus Christ of Latter-day Saints (AKA Mormonism).

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California Washington Colorado Oregon Utah Nevada Wyoming Arizona Other

TOP WESTERN STATE TO TRAVEL TO


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We found that respondents of the online survey overwhelmingly considered California as the top western state they would travel to (76.5%). Washington came in with the second most responses (61.8%), then Colorado (58.8%) and Oregon (55.9%). Utah was tied with two other states for the fifth most responses (26.5%). This supported our belief that the UOT’s goal of being the number one travel destination in the country needs to be narrowed. A more realistic goal is to become one of the top travel destinations in the Western United States. Our group also determined that Utah faces a unique situation when it comes to their image. The research indicated that a majority of respondents first thought about Utah is Mormonism. Out of the 33 responses to question 7, 12 were related to Mormonism. We realized that we need to shift the focus onto one of the other top-of-mind ideas such as a national park or a major city.

We didn’t have any difficulties conducting the online survey, which we posted through our individual Facebook accounts. In retrospect, we would have liked to include a question concerning the current residence of our respondents.

Mormonism37%

Scenery27%

Specific Places27%

Other9%

WHEN YOU THINK OF UTAH WHAT FIRST COMES TO MIND?


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In-person Survey The main discovery made was that people are more than willing to travel to Utah, with 78 percent of respondents saying yes to question one. Question six also had a total of 30 respondents saying they were moderately likely to travel to Utah. This allowed us to conclude that with enough motivation and knowledge about Utah, people would be more likely to visit the state.

Another discovery made was that even though Mormonism is prevalent (16 tallies in the minds of our respondents) it is not the most common idea that first comes to mind (Scenery, 30). This led us to conclude that in our future planning we need to focus on one of the strength of the state—its beautiful landscapes.

Yes78%

No22%

WOULD YOU TRAVEL TO UTAH?

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Scenery/Weather Mormonism Cities Other Sports

WHEN YOU THINK OF UTAH WHAT FIRST COMES TO MIND?


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We greatly exceeded our goals in conducting this survey. Going into this research phase we were looking for at least 30 responses. In total we received 65 responses to our in-person survey.

KEY PUBLICS Primary This campaign will focus on college students ages 18 to 25. It will be a regional campaign, focused on those that live within 1,000 miles of the state of Utah. This target public seeks adventure. When they travel, they want to have unforgettable experiences with their friends, see unique and beautiful scenery and visit exciting and adventurous locations. They have limited time and resources to travel and seek out locations that are within driving distance that they can visit over a weekend or a school holiday. The campaign’s target public does not currently know much about the state of Utah or its travel opportunities. They have some general ideas of things to do in Utah, (camping, hiking, skiing, etc.) but they lack the motivation and direction to identify the specific activities and places they would like to visit in Utah. While this group is willing to travel to Utah, their lack of knowledge constrains them from making specific-executional plans. This target public is principally comprised of internet users. They receive the majority of their media through online channels. They are among the most active users of social media. They enjoy the opportunity to interact with organizations on various social media platforms. They respond well to images and short videos, especially when they are associated with a unique hashtag. They also enjoy sharing their travel experiences with their friends utilizing social media.

Secondary The secondary target public for this campaign is comprised of those who live within 1,000 miles of the state of Utah who are between the ages of 26 and 32. They have similar characteristic to the primary public. These are recent college graduates who are just starting to make a name for themselves in the workplace. They have limited time off of work and need a nearby travel destination for weekend getaways. They look for exciting and adventurous travel opportunities in order to contrast the uniformity of daily life.


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CAMPAIGN STRATEGY Introduction This campaign has two primary focuses. The first is to increase the social media presence of the UOT. This coincides with the primary key public who are active social media users. The second focus of this campaign is to educate the public concerning Utah’s travel opportunities and give direction to those who simply do not know what there is to do in Utah. This will be accomplished through strategic and interactive social media initiatives.

Goal Increase knowledge of Utah and its travel opportunities through increased social media interaction.

Objectives

Informational

Increase public awareness of Utah’s travel destinations. Target public can identify specific locations in Utah and associates them with a specific activity.

Attitudinal

Target public has an increased desire to travel to Utah and has more confidence in knowing which places in the state they would like to visit.

Behavioral

Target public interacts with social media initiatives, and follow/like related social media pages.

Strategy The campaign will be using social media to create connections with and promote popular people and establishments within the state to garner more followers. This will allow the Utah Office of Tourism to gain visibility and communicate with the audience. Social media will be used to focus on three popular areas within the state in order to create a top of mind connection. In this campaign we aim to first bring awareness on what Utah has to offer and give direction to those young adults who are on the fence about traveling to Utah.


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Theoretical Application Two Step Flow Theory:

Young adults will visit Utah when they notice that their friends and “opinion leaders” have visited Utah and had a good experience there. We will do this by utilizing social media accounts on several social media platforms including Facebook, Twitter, and Instagram. By following these social media accounts, these young adults can see what their peers are doing in Utah.

Cialdini's Principles:

People are more likely to do something when they see that everyone else is doing it too. The campaign will utilize social media to portray that all young adults can enjoy going to Utah.

Two Way Symmetrical Model:

This model allows for communication between the UOT and its audience. When an audience member has something to say about Utah, the organization can respond which gives the audience a reason to keep coming back.

Persuasion Model of Communication:

In order to convince people to go to Utah, the most attractive points of the state need to be emphasized. The main points being: It is a fun, adventure filled place, where you can create exciting memories.

COMMUNICATIONS PLAN Messages

This campaign will not make any major alterations to the UOT’s current theme, but it will improve the way the theme is communicated. The UOT’s Life Elevated theme is a great representation of the state and needs to be better utilized in social media. It is simple and unique and has great potential within the social media platform. In conjunction with the Life Elevated Theme, one campaign message will highlight the enhanced, or elevated, experiences awaiting the target public. In Utah you can Elevate Your Experience through adventure in many different forms. This message primarily utilizes an emotional appeal. Rather than having an average experience somewhere else, people who come to Utah will feel that they are having an above average experience.


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This campaign also has a very important informational element in order to educate the target public. This message involves providing information on specific locations in Utah. Salt Lake City will be associated with city fun, Park City will be associated with winter fun, and St. George with outdoor adventure. This is a rational appeal that demonstrates to the public that there are things to do in Utah.

Tactics

Target and promote three specific cities, each of which have a unique appeal. o Salt Lake City: City Fun. An urban area with everything you would want in a big

city. Food, Shopping, Amusement Parks/Centers, Museums, Historic Sites and Landmarks, Concerts, Plays, etc.

o Park City: Winter Sports and Winter Fun. Two ski resorts that are easily accessible, both of which were major locations in the 2002 Winter Olympics. Also the location of the Sundance Film Festival.

o St. George: Outdoor Adventure. One of the largest cities in southern Utah. Within driving distance of multiple national/state parks and other outdoor destinations.

Themed-Weekly Social Media Initiatives, recurring each month. o Week 1: Featured Food Truck

Throughout the first week of each month, various videos and pictures featuring one of Utah many food trucks will be posted on Twitter, Instagram and Facebook. Twitter polls will be utilized to determine which trucks to feature. The Individual Food Trucks will share this content on their social media pages attracting their social media followers to the UOT’s pages.

o Week 2: Instagram Takeover During the second week of each month, a local photographer will

“takeover” the Instagram account. They will have the opportunity to post their pictures throughout the week. These pictures will also be shared on the Twitter and Facebook accounts. The photographer will encourage their social media followers to follow the UOT’s social media pages in order to see their photography.

o Week 3: Featured Artist During the third week of each month, a Utah artist will be featured.

Videos, pictures and examples of their art will be posted throughout the week. The artist will be featured on Facebook, Twitter and Instagram. The artist will encourage their social media followers to follow the UOT’s social media pages in order to see their art.

o Week 4: Featured National/State Park Throughout the fourth week of each month, one of Utah’s many

National/State Parks will be featured. Photos and videos highlighting the


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different attractions located in the park will be posted on Facebook, Instagram and Twitter.

Social Media Influencers Promotional Visits o Periodically invite social media influencers, specifically popular YouTube

vloggers, to have an all-expenses paid visit to Utah. o They will be required to document this visit on their social media pages including

their pre-visit expectations and their post-visit findings. o They take over the UOT’s Snapchat account during their visit and create stories

based off of their adventures. o They will be required to include links to the UOT’s social media pages in their

posts. This will allow the UOT to utilize the vloggers social media notoriety in order to attract more people to its social media pages.

TIMELINE Dates of Campaign: October 1, 2016 to March 31, 2018

This will be an eighteen month long campaign that will be subdivided into three phases.

Phase 1: October 1, 2016 to March 31, 2017 Planning and Networking

o Work on developing relationships with Utah based businesses and organizations. o Identify and contact photographers for the Instagram Takeover. o Plan and schedule Instagram Takeovers. o Identify National/State Parks for Featured National/State Parks. o Plan and schedule Featured National/State Parks. o Identity and contact artists for the Featured Artist. o Plan and schedule Featured Artist. o Utilize Twitter Polls to help determine which Food Trucks to feature. o Plan and schedule Featured Food Trucks. o Begin gathering needed media for all four social media initiatives. o Contact social media influencers and coordinate visits.

Phase 2: April 1, 2017 to September 31, 2017 Implementation

o Implement Featured Food Truck o Implement Instagram Takeover o Implement Featured Artist o Implement Featured National/State Park


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o Begin Social Media Influencer Visits

Phase 3: October 1, 2017 to March 31, 2018 Implementation and Evaluation

o Continue Featured Food Truck o Continue Instagram Takeover o Continue Featured Artist o Continue Featured National/State Park o Continue Social Media Influencer Visits o Implement Evaluation Methods

EVALUATION This campaign is focused on increasing awareness within the target public. The following aspects of the campaign will be evaluated periodically in order determine its success in reaching the target public.

The amount of followers and traffic on all of the social media accounts used in our campaign.

o Number of social media followers should increase by at least 10 percent each quarter.

Increase in the amount of sales by featured food trucks. o The featured food trucks should see a 5 percent increase in sales for their

respective month, this will indicate an increase of awareness for the programs.

Monitor the increase of followers the UOT receives after influencer visits. o Since the influencers will have similar target audiences, we anticipate viewers of

their channels to follow and like UOT social media accounts.

Hire outside researchers who do not have any affiliation with the UOT to determine the effectiveness of the tactics.

STEWARDSHIP Several steps will be taken in order to retain social media followers.

Continue producing engaging and high quality content. Social media followers need to feel like the social media page is continually providing them with new and interesting content.

Periodic social media contest will be held. When followers interact with certain social media posts, they will be enter to win a bundle of promotional items (water bottles,


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shirts, hats, etc.). This will keep people coming back to the UOT social media pages wanting to see when the next contest is.

The following steps will be taken in order to maintain the relationships that are developed food trucks, photographers, artists, and social media influencers.

The food trucks will have the opportunity to offer exclusive coupons that can only be found on the UOT social media pages.

Instagram Takeover photographers will receive a gift basket full of promotional items, coupons, vouchers, and free tickets to Utah attractions.

A year after an artists is featured, they will be given an opportunity to have a follow up feature showing what they have done since they were last featured.

After a social media influencer has visited Utah and promoted Utah through their social media pages, a gift basket will be sent to them thanking them for their help. The gift basket will included vouchers and coupons they can use during trips they may take to Utah in the future.

CONCLUSION The Utah Office of Tourism has the potential and opportunity to be among the top travel destinations in its region. Through focused and strategic social media efforts, the UOT will be able to reach an important public of travelers who seek adventure and who have limited time and resources to travel. In this digital age, social media is a key medium. The UOT currently uses social media, but is failing to make a connection with users. This campaign will aid the UOT in its efforts by utilizing and optimizing a medium that they have yet to use to its full potential. This campaign utilizes social media in three important ways. The first is networking and utilizing the notoriety of various organizations, people, and businesses, in order to expose a large amount of people to what Utah tourism has to offer. The second is creating consistent and interesting content that keeps followers coming back to see what is new. The third way this campaign effectively utilizes social media is through continues interaction with followers in a way that will give the UOT social media pages a personal touch and cause followers to feel as if they have a relationship with Utah and Utah tourism. Taking advantage of the social media world will play a primary role in positioning Utah as one of the top travel destinations in the Western United States.


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BIBLIOGRAPHY

Berkshire Hathaway. (2014, October 15). Utah Office of Tourism’s Mighty 5 Ad Campaign Receives Highest Award. Retrieved from Business Wire: http://www.businesswire.com/news/home/20141015005182/en/Utah-Office-Tourism%E2%80%99s-Mighty-5-Ad-Campaign

Business Insider. (2014, October 30). A Detailed Look At How Americans Travel Within

The US. Retrieved from Business Insider: http://www.businessinsider.com/the-most-popular-us-states-for-tourism-2014-10

Pew Research Center. (2014, January). Social Networking Fact Sheet. Retrieved from

Pew Research Center : http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/ Struck. (2016). Utah Office of Tourism. Retrieved from Struck:

http://www.struck.com/clients/uot U.S. Travel Association. (2013). Economic Impact. Retrieved from U.S. Travel

Association: https://www.ustravel.org/economic-impact#wy Utah Govenors Office of Economic Development. (2013). Utah Office of Tourism.

Retrieved from Utah Govenors Office of Economic Development: http://business.utah.gov/publications/utah-office-tourism-2/

Utah Office of Tourism. (2014). Utah Research Links. Retrieved from Utah Office of

Tourism: http://travel.utah.gov/research-planning/utah-research-links Utah Office of Tourism. (2016, February). Retrieved from Utah Office of Tourism:

http://www.visitutah.com/ Utah Office of Tourism. (2016, February). Retrieved from Utah Office of Tourism:

http://travel.utah.gov/ Utah Tourism Industry Association. (2014). Tourism Works. Utah Tourism Industry

Association.


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APPENDICES

FACEBOOK EXAMPLE: FEATURED FOOD TRUCK


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INSTAGRAM EXAMPLE: INSTAGRAM TAKEOVER


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TWITTER EXAMPLE: SOCIAL MEDIA INFLUENCERS


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ONLINE SURVEY COPY

1. Pick your top Western states you would like to travel to California Utah Nevada Arizona Wyoming Idaho Washington Oregon Colorado Other…

2. What motivates you to travel? [Short Answer]

3. What is your ideal travel budget? $100-$499 $500-$999 $1,000-$2,999 $3,000-$4,999 $5,000+ Other…

4. How often do you travel out of state? 0 times a year 1-2 times a year 3-5 times a year 6-8 times a year 9+ times a year Other…

5. What form of transportation do you use when you travel out of state? Plane Train Car Bus Other…

6. How long do you usually travel for? 1-2 days 3-5 days 6-10 days


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10+ days Other…

7. When you think about Utah what first comes to mind? [Short Answer]

8. When you think about Utah what attractions/activities come to mind? Camping Hiking Mountain Biking Rock Climbing Festivals

Sporting Events Sight Seeing

9. Would you consider Utah a travel destination? Yes No Other…

10. What is most appealing about Utah? National Parks Art and Culture Sports and Recreation Other

11. Do you have any concerns about traveling to Utah? [Short Answer]


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ONLINE SURVEY RESULTS

Question 1. (34 Responses)

State Total Responses % of Responses

California 26 76.5

Utah 9 26.5

Nevada 9 26.5

Arizona 6 17.5

Wyoming 9 26.5

Idaho 2 5.9

Washington 21 61.8

Oregon 19 55.9

Colorado 20 58.8

Other 2 5.9

Question 2 (We acknowledged keywords that respondents made and then tallied them; 30

Responses)

Key Words Number of Tallies

New Experiences 12

Adventure 7

Scenery/Nature 10

Family 7


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Attractions 1

Culture 3

Other (Money, Relaxation, etc.) 8

Question 3 (34 Responses)

Travel Budget Number of Responses % of Responses

$100-$499 7 20.6

$500-$999 14 41.2

$1,000-$2,999 7 20.6

$3,000-$4,999 4 11.8

$5,000 2 5.9


Days Traveled Out of State Number of Responses % of Responses

0 times a year 2 5.9

1-2 times a year 21 61.8



9+ times a year 0 0



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Mode of Transportation Number of Responses % of Responses

Plane 18 52.9

Train 0 0

Car 31 91.2

Bus 3 8.8

Other 2 5.9


Time Traveled Out of State Number of Responses % of Responses

1-2 days 7 20.6

3-5 days 15 44.1

6-10 days 10 29.4

10+ days 2 5.9

Question 7 (We used keywords and tallies; 33 Responses)

Key Words Number of Responses % of Responses

Mormons 12 36%

Scenery 9 27%

Specific Places 9 27%

Other 3 9%


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Activities/Attractions Number of Responses % of Responses

Camping 18 52.9

Hiking 23 67.6

Mountain Biking 8 23.5

Rock Climbing 16 47.1

Festivals 5 14.7

Sporting Events 8 23.5

Sight Seeing 17 50


Is Utah A Travel Destination Number of Responses % of Responses

Yes 19 55.9

No 12 35.3

Other 3 8.8


What Is Appealing About Utah Number of Responses % of Responses

National Parks 25 73.5

Art and Culture 6 17.6

Sports and Recreation 4 11.8


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Other 1 2.9

Question 11 (Key words and Tallies; 30 Responses)

Concerns Number of Responses % of Responses

No Concerns 20 66.7

Mormons/Discrimination 6 20

Other 4 13


Age Number of Responses % of Responses

<18 1 2.9

18-25 21 61.8

26-35 6 17.6

36-45 2 5.9

46+ 4 11.8


Gender Number of Responses % of Responses

Female 24 70.6

Male 10 29.4



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Who Do You Travel With Number of Responses % of Responses

Your Parent/s 13 39.4

Your Kids 6 18.2

Your Friends 18 54.5

Other 13 39.4


31 | P a g e

IN-PERSON SURVEY COPY

Age:

Gender:

Would you travel to Utah?

Yes No

What are you looking for in a travel destination?

[Short Answer]

When you think of Utah what first comes to mind?

[Short Answer]

Are there any activities in Utah that you would like to participate in?

[Short Answer]

What would you do to make Utah more appealing to travel to?

[Short Answer]

How likely are you to travel to Utah? 1= not likely, 5= very likely

1 2 3 4 5

Are there any other comments you would like to make about Utah?

[Short Answer]


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IN-PERSON SURVEY RESULTS

Question 1.

Would You Travel To Utah Number of Responses % of Responses

Yes 51 79

No 14 21

Question 2. (Tables are divided by males and females)

Male:

Keyword Tallies

Relax 4

Water 6

Adventure 16

Scenery 10

Sports 1

Dining/Entertainment 3

Weather 3

Other 12

Female:

Keyword Tallies

Relax 1


33 | P a g e

Water 1

Adventure 14

Scenery 6

Sports 0

Dining/Entertainment 8

Weather 1

Other 1

Question 3.

Males:

Keyword Tallies

Sports 2

Cities 8

Mormons 8

Scenery/Weather 19

Other 6

Females:

Keyword Tallies

Sports 2

Cities 6


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Mormons 8

Scenery/Weather 11

Adventure 1

College 1

Nothing 1


Male:

Keyword Tallies

Entertainment 2

Adventure 7

Sporting 7

Other 13

Female:

Keyword Tallies

Entertainment 3

Adventure 5

Sporting 3

Other 13


35 | P a g e


Male:

Likeliness Of Travel To Utah Number of Responses

1 3

2 7

3 17

4 5

5 3

Female:

Likeliness Of Travel To Utah Number of Responses

1 3

2 2

3 13

4 4

5 2


36 | P a g e

TEAM MEMBER APPROVAL SHEET

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