Page 127 - Clackamas County Watertourism Strategic Plan. Final.v3

STRATEGIC PLAN FOR WATER-BASED TOURISM IN CLACKAMAS COUNTY, OREGON THE OPPORTUNITIES
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the domain of the marketing experts at Mt. Hood Territory DMO. Marketing can be expensive, and it must provide a return on investment. Put Clackamas “On the
Therefore, even though creating a marketing strategy is strongly recommended to capture untapped potential, the strategy must carefully consider Map”
several tradeoffs and questions such as:
• the wealthiest empty nester market segment is in the northeast US (Savvy Suburbanites). So, should you target them considering they have
the largest expendable incomes, but they also have the most alternatives and they are the farthest away, or should you target the empty
nesters with the least amount of household income but are closer in distance (Rural Resort Dwellers)?
• If you market to all the empty nester segments, is the ad campaign the same?
• Should you target only those segments with recreation spending indexes above the median?
• Should you target the largest Family Oriented segment (Soccer Moms) who also have the highest amount of expendable income but are
uniformly spread across the country thereby requiring a more expansive marketing campaign to approach them or should you focus on a highly concentrated segment
like Up and Coming Families who also have expendable incomes?
• How should the markets be tested to ensure you are hitting the right audience and selling the right product?

The Mt Hood Territory DMO should create a targeted marketing campaigns to attract these segments. The strategy on how to do that with limited resources will require a series
of strategy meetings that consider all these factors. A reasonable target number for this goal should be to double the current annual water-based tourism overnight stays from
284,000 to 568,000 over the next 5 years.

Maddie Brenneman@maddiebrenneman