Saturday, May 5, 2007
Number of Interviews
Since we need to total up how many people we interviewed, can we each comment with how many people we each talked to/interviewed/emailed
Thursday, May 3, 2007
Conversation Agenda
Conversation Agenda
Mendocino
May 7th 2007
The following is all presented orally:
1. Recap
Un-campaign
DINKS 25+ [35-44]
2. Research
Looked at OZONE research
Surveys (Unresponsive from spreadsheets) 11/1200
One-on-one interviews
Visits to Mendocino and surrounding area
Explored different lifestyles (and consumer habits)
3. What we found
Mendocino travelers are older 25+ [40-65]
Project: Younger target [35-45] How do we talk to them?
- Lovers
- Singles
- Families
What the boards and discussion will focus on:
4. DINKS’ lifestyles
- Working more, in high stress jobs
- Weekends are used for “catch up”
- Active lifestyle
5. The DINKS’ Vacation
Findings: What do they want from a vacation:
- To reinforce relationships
- To reinvigorate
- The element of Surprise
- Distance: They don’t want to go too far, when other places are closer
- Activity: Hiking or kayaking vs. sitting and reading
A. Get-a-way
- A trip planned around event/occasions
- 72 hours to just go (Distance)
- Having two schedules to think about
B. Comfort vs. Breakaway
(Graph)
6. Cycling List
- Top of mind (Mendocino isn’t there)
- Timeline – five year travel cycles (where Mendocino fits, and when)
7. Recommendations
Message Testing
1. If UN appeals to DINKS (“That says what it’s not”)
2. Minute for Minute (“Nice to know, but lacking”)
Strategy Suggestions
- It’s a mini New Zealand (Not New England)
- Debunk the Myths Sleepy, Hippie, and patchouli
- “Give me” a fireplace, the ocean, adventure, clean air
- UN to RE
Tactics
- “Plan it for us”
- Web 2.0
- Gadgets – widgets – Mash-ups
Mendocino
May 7th 2007
The following is all presented orally:
1. Recap
Un-campaign
DINKS 25+ [35-44]
2. Research
Looked at OZONE research
Surveys (Unresponsive from spreadsheets) 11/1200
One-on-one interviews
Visits to Mendocino and surrounding area
Explored different lifestyles (and consumer habits)
3. What we found
Mendocino travelers are older 25+ [40-65]
Project: Younger target [35-45] How do we talk to them?
- Lovers
- Singles
- Families
What the boards and discussion will focus on:
4. DINKS’ lifestyles
- Working more, in high stress jobs
- Weekends are used for “catch up”
- Active lifestyle
5. The DINKS’ Vacation
Findings: What do they want from a vacation:
- To reinforce relationships
- To reinvigorate
- The element of Surprise
- Distance: They don’t want to go too far, when other places are closer
- Activity: Hiking or kayaking vs. sitting and reading
A. Get-a-way
- A trip planned around event/occasions
- 72 hours to just go (Distance)
- Having two schedules to think about
B. Comfort vs. Breakaway
(Graph)
6. Cycling List
- Top of mind (Mendocino isn’t there)
- Timeline – five year travel cycles (where Mendocino fits, and when)
7. Recommendations
Message Testing
1. If UN appeals to DINKS (“That says what it’s not”)
2. Minute for Minute (“Nice to know, but lacking”)
Strategy Suggestions
- It’s a mini New Zealand (Not New England)
- Debunk the Myths Sleepy, Hippie, and patchouli
- “Give me” a fireplace, the ocean, adventure, clean air
- UN to RE
Tactics
- “Plan it for us”
- Web 2.0
- Gadgets – widgets – Mash-ups
Monday, April 30, 2007
GoMendo.com
We should all probably become very aware of everything that is already going on the GoMendo.com website. They do already have a travel plan booklet and visitor guide, and they have a current survey on the website.
The questions read:
Mendocino County Promotional Alliance
Survey 2006
1. List three ways on how Mendocino County can structure its promotional and economic development programs to come together under one message, one plan, one vision and one community.
2. List four obstacles that you think might prevent such cooperation from occurring.
3. List four ways that any obstacles would be overcome.
4. What makes you feel really good about Mendocino County?
5. In twelve words or less state your vision for Mendocino County.
The questions read:
Mendocino County Promotional Alliance
Survey 2006
1. List three ways on how Mendocino County can structure its promotional and economic development programs to come together under one message, one plan, one vision and one community.
2. List four obstacles that you think might prevent such cooperation from occurring.
3. List four ways that any obstacles would be overcome.
4. What makes you feel really good about Mendocino County?
5. In twelve words or less state your vision for Mendocino County.
GoHawaii Trip Planner
Until now, this was a little too tactical for the Mendo project. As we barrel towards our meeting with the client it seems like a good time to give everyone a look at how Hawaii solved the problem.
Let's think about this.
When you think "Hawaii" do you think "Oahu, Waikiki Beach, Maui"? I know I do. Problem is, that's a sum-total of two islands. How to get people to the others? How to introduce the scads of cool things to do other than drink fruity concoctions and sunburns that make the islands special?
Enter the Go-Hawaii trip planner
You can use my log-in.
User: aeon@armstrongs.org
Pass: planning
Or you can make your own. I'm not sure how this thing will react to simultaneous users.
They used to have a really awesome flash app up at gohawaii.com, I have no idea where it went.
Let's think about this.
When you think "Hawaii" do you think "Oahu, Waikiki Beach, Maui"? I know I do. Problem is, that's a sum-total of two islands. How to get people to the others? How to introduce the scads of cool things to do other than drink fruity concoctions and sunburns that make the islands special?
Enter the Go-Hawaii trip planner
You can use my log-in.
User: aeon@armstrongs.org
Pass: planning
Or you can make your own. I'm not sure how this thing will react to simultaneous users.
They used to have a really awesome flash app up at gohawaii.com, I have no idea where it went.
Strategy Statements
Claire Anne E. Marcelo
Strategy Statements:
Here’s what I looked further into:
-Getaways vs. Vacations: What does our target perfer? And why?
o Most vacations seemed planned where as getaways where most spontaneous
-The average American is working on the weekends or has a second job and the weekend is spent catching up on stuff going on during the week.
-How do they relieve their stress? A variety of ways from reading to running, it’s about activities
Mendocino
1. Catching up to what the week has left behind.
2. Bringing back what the weekends are all about.
3. It’s time! (They can never leave work behind)
4. Taking back what you rightfully deserve.
5. The weekends can be about numbers, numbers of hours you’re doing nothing.
6. Getting more with less
Strategy Statements:
Here’s what I looked further into:
-Getaways vs. Vacations: What does our target perfer? And why?
o Most vacations seemed planned where as getaways where most spontaneous
-The average American is working on the weekends or has a second job and the weekend is spent catching up on stuff going on during the week.
-How do they relieve their stress? A variety of ways from reading to running, it’s about activities
Mendocino
1. Catching up to what the week has left behind.
2. Bringing back what the weekends are all about.
3. It’s time! (They can never leave work behind)
4. Taking back what you rightfully deserve.
5. The weekends can be about numbers, numbers of hours you’re doing nothing.
6. Getting more with less
Monday, April 23, 2007
Monday's Class March 23, 2007
Class Notes......
working weekends
-adds pressure use spare time to catch up
-using free time for health
-med. sprit
-activity-regular regime
-vacations on weekends are a challenge
-plan them around events
-weddings, birthday etc....
-break away vs confront spots
-given little time to plan a vacation
-see 72hrs as a getaway vs a vacation
-there is a long list of comfont choices
Mendo
-has a reputation
-sleepy
-old
-pethouli (that smelly stuff)
-to far to drive
-think it is futher then it is
Curious abot Mendo
-brochue(s) of planned getaways
-a place to relax w/out people
"UN"
-missing something
-too much about waht it's not
-too much missing
The New Zeland of America
-gepgraphy
pasific, coast, inland
-activities
-accomondations
"UN-RE"
unkonwn reconnect
unspoiled reinvigorate
undiscovered rethink
refeel
refresh
reveal
isolation + reflection= ??????
working weekends
-adds pressure use spare time to catch up
-using free time for health
-med. sprit
-activity-regular regime
-vacations on weekends are a challenge
-plan them around events
-weddings, birthday etc....
-break away vs confront spots
-given little time to plan a vacation
-see 72hrs as a getaway vs a vacation
-there is a long list of comfont choices
Mendo
-has a reputation
-sleepy
-old
-pethouli (that smelly stuff)
-to far to drive
-think it is futher then it is
Curious abot Mendo
-brochue(s) of planned getaways
-a place to relax w/out people
"UN"
-missing something
-too much about waht it's not
-too much missing
The New Zeland of America
-gepgraphy
pasific, coast, inland
-activities
-accomondations
"UN-RE"
unkonwn reconnect
unspoiled reinvigorate
undiscovered rethink
refeel
refresh
reveal
isolation + reflection= ??????
Sunday, April 22, 2007
The American Weekend is Endangered
INSIGHTS TO AMERICAN WEEKENDS WITHIN THE TARGET
More Americans are using their weekends to catch up to things that they couldn’t do during the week. It’s a magic whirlwind of must dos and when they weekend is over they sigh “Maybe next weekend”.
people are determined to take back their weekends: families who dine together on Friday nights, couples who travel instead of doing things to 'catch up' to the workload of the week.
55 percent of respondents said they spend more time doing things they have to do than things they want to do, and 47 percent of them work weekends. Our ideal weekend is relaxing with family, spending quality, perhaps intimate, time with spouse or partner, being outdoors, catching up on sleep and having alone time, the study reported.
The United States has now passed Japan as the industrialized world's most overworked land. In total hours, Americans work two weeks longer than the Japanese each year and two whole months longer than the Germans. On top of that, while Europeans and Australians are able to relieve the grind with four to six weeks of paid vacation each year guaranteed by law, Americans average a paltry nine days off after the first year on the job (and that's totally dependent on the whims of employers). If you need some time to tend to an illness in the family or paint the house, your vacation time is pretty much shot. Forget about Tuscany, Yosemite, or even a few days at a nearby state park.
Estimates are that about half of all U.S. workers suffer from symptoms of burnout. Pam Ammondson, author of Clarity Quest (Fireside, 1999), sees the wreckage in her Santa Rosa, California-based Clarity Quest workshops, designed to help people suffering from burnout reclaim their lives. "I see a lot of people who work 12 to 14 hours a day routinely," she says. "They want to make a change, but they're too tired to know how to do it. Overwhelmed is a word they use a lot. . . . We allow downtime for machinery, for maintenance and repair, but we don't allow it for the employees”
Yet a survey by the Families and Work Institute found that 64 percent of Americans want to work less, up from 47 percent in 1992.
* Over half (55%) of Americans spend more time doing things they have to do vs. what they want to do on the weekends.* Close to half of Americans (46%) bring work home with them.* Over half (53%) of Americans would work ten extra hours on the other 4 days of the week to get an extra day off work.* 13% of Americans would move to France for a four day work week. Americans: The Ultimate Procrastinators Many Americans plan their weekends at the last minute.
* 47% of Americans wait until Thursday morning or later to start thinking about their upcoming weekends
.* 41% of Americans think that Friday is the most important day forplanning their weekends. Red or Blue State, Americans Want More Time to themselves on the Weekends Americans across all demographics and regions are remarkably similar in how they spend weekend time.
* 93% of Americans say relaxing with family or loved ones is important to their weekend.
* Suburbanites claim their weekend sex is "better" than urbanites on the weekend; but across the nation intimacy is a big weekend activity.
* 44% of suburbanites think they have better sex on the weekends versus 39% of people in large urban areas.
* 80% of Americans say being intimate with their spouse/partner is important to their weekend.
* 38% of working Americans believe their sex lives are better on weekends than during the week.
* Those making more than $100,000 (44%) are more likely to say the quality of their sex life is better on weekends vs. those who make less than $25,000 (33%) per year.
* On weekends, men want more intimacy while women want to spend time with their family or to catch up on sleep.
* Women's #1 "ideal activity" on weekends is spending time with family and friends; while men's #1 "ideal activity" is spending time with a spouse or partner.
* More women (44%) would rather have quality time alone on weekends (vs. 38% of men).
* More men (50%) would rather be intimate with their spouse on weekends (vs. 43% of women).
* Women (44%) think it's more important than men (38%) to "escape from their jobs completely" on the weekend.
* The #1 response to the question "What is your biggest guilty pleasure on the weekend?" is eating junk food.
* 25% of those surveyed say the weekend gives them the chance to splurge on foods they do not generally eat.
* 19% of Americans drink two to three alcoholic drinks on the weekend vs.11% during the week.
* Saturday is the #1 shopping day of the week: Americans spend an average of 42 minutes on Saturday shopping, vs. 27 minutes on Sunday and 20 minutes on a weekday.
* 40% of Americans do their grocery shopping on weekends.
* Over a third (38%) of Americans feel their weekend activities leave them exhausted.
* 27% of Americans say they are depressed to start the work week.
More Americans are using their weekends to catch up to things that they couldn’t do during the week. It’s a magic whirlwind of must dos and when they weekend is over they sigh “Maybe next weekend”.
people are determined to take back their weekends: families who dine together on Friday nights, couples who travel instead of doing things to 'catch up' to the workload of the week.
55 percent of respondents said they spend more time doing things they have to do than things they want to do, and 47 percent of them work weekends. Our ideal weekend is relaxing with family, spending quality, perhaps intimate, time with spouse or partner, being outdoors, catching up on sleep and having alone time, the study reported.
The United States has now passed Japan as the industrialized world's most overworked land. In total hours, Americans work two weeks longer than the Japanese each year and two whole months longer than the Germans. On top of that, while Europeans and Australians are able to relieve the grind with four to six weeks of paid vacation each year guaranteed by law, Americans average a paltry nine days off after the first year on the job (and that's totally dependent on the whims of employers). If you need some time to tend to an illness in the family or paint the house, your vacation time is pretty much shot. Forget about Tuscany, Yosemite, or even a few days at a nearby state park.
Estimates are that about half of all U.S. workers suffer from symptoms of burnout. Pam Ammondson, author of Clarity Quest (Fireside, 1999), sees the wreckage in her Santa Rosa, California-based Clarity Quest workshops, designed to help people suffering from burnout reclaim their lives. "I see a lot of people who work 12 to 14 hours a day routinely," she says. "They want to make a change, but they're too tired to know how to do it. Overwhelmed is a word they use a lot. . . . We allow downtime for machinery, for maintenance and repair, but we don't allow it for the employees”
Yet a survey by the Families and Work Institute found that 64 percent of Americans want to work less, up from 47 percent in 1992.
* Over half (55%) of Americans spend more time doing things they have to do vs. what they want to do on the weekends.* Close to half of Americans (46%) bring work home with them.* Over half (53%) of Americans would work ten extra hours on the other 4 days of the week to get an extra day off work.* 13% of Americans would move to France for a four day work week. Americans: The Ultimate Procrastinators Many Americans plan their weekends at the last minute.
* 47% of Americans wait until Thursday morning or later to start thinking about their upcoming weekends
.* 41% of Americans think that Friday is the most important day forplanning their weekends. Red or Blue State, Americans Want More Time to themselves on the Weekends Americans across all demographics and regions are remarkably similar in how they spend weekend time.
* 93% of Americans say relaxing with family or loved ones is important to their weekend.
* Suburbanites claim their weekend sex is "better" than urbanites on the weekend; but across the nation intimacy is a big weekend activity.
* 44% of suburbanites think they have better sex on the weekends versus 39% of people in large urban areas.
* 80% of Americans say being intimate with their spouse/partner is important to their weekend.
* 38% of working Americans believe their sex lives are better on weekends than during the week.
* Those making more than $100,000 (44%) are more likely to say the quality of their sex life is better on weekends vs. those who make less than $25,000 (33%) per year.
* On weekends, men want more intimacy while women want to spend time with their family or to catch up on sleep.
* Women's #1 "ideal activity" on weekends is spending time with family and friends; while men's #1 "ideal activity" is spending time with a spouse or partner.
* More women (44%) would rather have quality time alone on weekends (vs. 38% of men).
* More men (50%) would rather be intimate with their spouse on weekends (vs. 43% of women).
* Women (44%) think it's more important than men (38%) to "escape from their jobs completely" on the weekend.
* The #1 response to the question "What is your biggest guilty pleasure on the weekend?" is eating junk food.
* 25% of those surveyed say the weekend gives them the chance to splurge on foods they do not generally eat.
* 19% of Americans drink two to three alcoholic drinks on the weekend vs.11% during the week.
* Saturday is the #1 shopping day of the week: Americans spend an average of 42 minutes on Saturday shopping, vs. 27 minutes on Sunday and 20 minutes on a weekday.
* 40% of Americans do their grocery shopping on weekends.
* Over a third (38%) of Americans feel their weekend activities leave them exhausted.
* 27% of Americans say they are depressed to start the work week.
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