Inn of the Mountain Gods - Recap

Inn of the Mountain Gods - Recap

6.27.17

CREATIVE

Escape creative – needs to be smaller and logo to be larger
Golf Course shots need to be more about the course versus the lifestyle look and feel
Professional photo shoot in September 2017
Show more of families. Show the experience

New Campaign/Creative
Look into a new layout
Keep the large photo, but adjust the headlines.
Outdoor
Outdoor layout for entertainment is good. Keep that as is.
Branding layout. Logo placement is great, but need to change the headline to be something different since

Final Thoughts:

Change the headline of the creative, keep the layout the same as it seems to work with the big photos and the logo placement.

Start planning Day Trip messaging for Fall, Winter and Spring.

PUBLIC RELATIONS

4th of July
Need exact data to highlight what the show entails. The number of fireworks that will be used. The name of the company and what other fireworks show they do (if they are relevant with larger name shows)
Need a video of the 4th of July for future promoting
Show/Explain the intimacy of the show
Inn and Ski Apache Newsletter
Do not show the promotions for IMG
Cross promote and show what is going on at both properties
Starting next month, will include social highlights and will remind employees to engage (like, share, etc)
Invite influencers who will blog about their experience (joint effort with social)
Example: (check out the video on home page)

Final Thoughts:

Start doing individual invites where writers/photographers/influencers can express a more intimate experience.

Warner:

Focus of national coverage of unique events
Focus on family, friends and relationships and the things to do to strengthen that … seems past pickups highlighted these themes.
Address the familiarity with northern NM, but complete lack of understanding there is a central NM with so much to offer.
More intimate and cheaper than Tahoe (Ski Apache)?
Examine Matador Media

SOCIAL MEDIA

Callie will be pulling analytics from 2013 to present for all social platforms (FB, Instagram and Twitter)
Videos
Videos have become so important
Increase video presence on social platforms
Influencers (see above)
This will be a big step in a different direction for social. Influencers will be invited on a monthly basis to help generate video and new photo content
Influencers will be coming from difference cities that are main feeder markets for Inn of the Mountain Gods

Final Thoughts:

Start having influencers visit once a month to generate new content.

Increase videos shown so people can see the experience.

Warner:

Ski Apache needs considerable help in spreading the word on their unique offerings (ski, zip, bike, outdoor, gondola)
Targeted partnerships, influencers, clubs – facebook / Instagram
Usage of facebook live (guest & property) … what topics and presentation work well for the channel
Miniature reality tv series
Focus on shared experiences … notice high % of women posting and sharing experience. What partners can we build from and identify this as a great destination. Can this improve group sales, retreats and gatherings, opportunity for mothers and daughters, sisters and friends
What is working and resonating with Instagram in the market. Build and develop additional partnerships … create a war chest of content to use and highlight general and specific niche topics.
Prepare for Summer Bash and Labor Day weekend
Hunters from Texas and across the country (known and not … famous or just solid)
Niche marketing / following … create content and interest

MEDIA

Currently Foundry is running online banners targeted to specific demographics. Strategy changes on a seasonal basis

What is the user experience? A question posed to understand what type of experience is the user having from the time they are being served an ad to the end result.

Final Thoughts:

Create digital media that will help the user to grasp the true experience when they visit Inn of the Mountain Gods.

WEB

Being able to monetize spends is helping to understand what marketing is working and what is not.

Final Thoughts:

SEO strategy needs to be in place to help with additional sales and awarness.

Warner:

Retargeting options and usage – creative and standard
What is the expectation of our web marketing – what is the action we’re looking to ellicit from the user – have we chosen the correct action and message that best benefits the property ….
Any need for micro site
Any need for niche marketing
Any need for click bait
Cultural awareness, property awarness, planting the seed, conversion and retargeting

GENERAL

Warner:

Discuss and create an overarching direction and message that makes sense for the target markets (region / cohort) – drive awareness and action
Move away from ‘Escape’ to another phrase that is more inclusive and forward looking
Message is to draw you in and add to your life experiences (shared) – not highlight what you are missing (individual)
Focus on what is real and the experience …. Highlighting the detachment from (unproductive) technology
Focus on the emotional connection to the property – family, friends, memories, history, past, future, transformation, legacy, generational, love, recommit, engagement, timeless
Emotional connection to the Tribe, the employees, the way of life, the land, the values, the culture, the past present and future
Native American Marketing …
What kind of content can we create to support the culture and the tribe and share while on property and throughout the marketing presentation.
Leverage the culture in the way the Inn connects with the guest (the property and members of the Tribe working at the property)
Balance marketing efforts with capacity. Understand when constraint occurs and reduce inefficiencies
Blessing