Page 88 - Clackamas County Watertourism Strategic Plan. Final.v3

STRATEGIC PLAN FOR WATER-BASED TOURISM IN CLACKAMAS COUNTY, OREGON THE MARKET
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Combining these GIS data with the locations of Oregon non-resident fishing license sales we can see that the two segments with the lowest incomes, Southern Satellites and
Rooted Rural, are not purchasing OR fishing licenses and therefore are removed from further consideration. Salt of the Earth was also removed due to low sales in fishing licenses.
This results in 7 marketable segments.

Two Target Markets for Clackamas County Anglers
After more detailed review, there are two general target markets that Clackamas County should focus on attracting. First, family oriented, nature-based travel that promotes the
environment as the ideal medium for families to escape and reconnect with each other. The marketing strategy should emphasize water-based recreation, especially fishing
instructions, natural history, floating and boating, as activities that help families bond. The market segments to focus on would be Soccer Moms, Up and Coming Families,
Middelburg and the Great Outdoors. Each of these market segments has a certain number of zip codes. Since each zip code contains a relative proportion of people or addresses
7
per zip code , the market segments with the most zip codes contain the largest target populations for these four market segments. The states containing the top ten most
populous zip codes, and the total number of zip codes, for each of the four market segments are shown in tables 4-8 and 4-9. The right-hand column shows the percent of market
total of all 50 states. The higher the percentage the more concentrated the market is in these ten states. Soccer Moms, as previously stated are spread more evenly throughout
the US while Up and Coming Families are concentrated in a few regions of the country. They live in 3039 different zip codes across the country and are provided to the client in
electronic format.

Table 5-9:Top Ten States for each of the Four Family Oriented Market Segments
Table 5-8: Family Oriented Target Markets
% of Market
Segment Total Zip Codes Middleburg IO FL UT MO IL NC TX GA WI MI Total Total
29 30 34 35 40 43 43 46 48 49 810 49%
Middleburg 810
The Great NM CO VA NH OR WA ME VT NY CA Total
The Great Outdoors 1361 Outdoors 38 40 42 64 71 91 96 111 163 173 1361 65%
Up and IL NC CO UT NE GA FL AZ CA TX Total
Up and Coming Families 358 Coming 72%
Families 11 14 15 17 18 20 24 27 33 80 358
Soccer Moms 510 VA UT FL MD WI TX GA CA MI IL Total
Soccer Moms
18 18 18 20 21 22 24 26 28 31 510 44%

Total 3039 Total 96 102 109 136 150 176 187 210 272 333 3039 58%

7 On average there were approximately 7756 people in each Zip code in 2017. While this number constantly changes, the quantity is still relative to all other zip code. Adjustments are made monthly to maintain an
efficiently delivery system.