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