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Week 5 – Cottonwood Gulch
Team B
MKT/571
11/14/17
Susan Olsen
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Branding strategies and Marketing communication plans are important aspects to
effectively market any business. Branding strategy can be defined as Long-term marketing
support for a brand, based on the definition of the characteristics of the target consumers.
Marketing communication (MarCom) is a fundamental and complex part of a
company’s marketing efforts. Loosely defined, MarCom can be described as all the messages
and media you deploy to communicate with the market. This portion of the Cotton Wood Gulch
project will examine five important aspects and describe how Cotton Wood Gulch can most
effectively utilize them in marketing services.
Maintaining Brand Image
Maintaining a brand image will help Cottonwood Gulch display a professional identity,
produce an authentic picture of who they are, provide a clear message about the Gulch and what
it stands for, offer a clear internal direction for staff to maintain alliance of the Gulch’s core
values and organizational position, and make new and existing material easier to create, due to
the templates already created (Perilli, 2016). To accomplish this, Cottonwood Gulch should
create a brand guide that provides staff, marketing consultants, freelancers, and product
production the specific details of the consistent brand image. The brand guide should include
expectations for the website, newsletters, trek logs, postcards, emails, business cards,
presentation slides, videos, social media, packaging and labels, uniforms, fonts, colors, and
signage, so all media carries the same theme.
Promotions
Promotions are extremely important to marketing strategy. Cotton Wood Gulch can implore
different promotional strategies in order to successfully market the services and gain more
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clients. Promotional mix methods may be utilized by Cotton Wood Gulch to achieve positive
results.
The first promotional method that Cotton Wood Gulch can utilize is a sales promotion. A sales
promotion can take many forms such as offering coupons or discounts. For Cotton Wood Gulch,
this method would be useful if the company provided a discounted rate for new clients if they
sign up by a particular date.
The second promotional method that will provide the most value to Cotton Wood Gulch is
personal selling. With personal selling, a sales representative would meet one on one with the
perspective client. This allows a personal interaction and a good rapport to be established.
The third promotional method that Cotton Wood Gulch could see success with is a sponsorship.
With a sponsorship, Cotton Wood Gulch could chose different schools in its target market
demographic and pay them a small percentage of sales produced by the school.
The final promotional method that will provide the most success for Cotton Wood Gulch and
their goals is social media. Avenues such as Facebook and Twitter may be utilized to keep the
company alive with potential clients. Social media is a great method because the basics are free.
More than one billion people are active on Facebook and this avenue will provide huge success
regarding promotions.
Advertising Strategy and Objectives
The avenues for Cottonwood Gulch’s advertising strategy include social media,
publications, web site, word of mouth, and adjoining/border New Mexico states. The slogan or
“catchy phrase” proposed to appear on advertising will read “Not a camp, a taste of hardships. A
standard of camping, which will be a satisfaction to ourselves.” The incorporation of founder,
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Hillis Howie’s words into the presentation of the Cottonwood Gulch to potential consumers is a
must. Presenting Cottonwood Gulch as Hillis and current director Kris Salsbury view the Gulch
is inspiring and honest. Publications for advertising include but are not limited to airline
magazines, school publications, college publications, vacation magazines, and brochures.
The objectives of marketing plan for Cottonwood Gulch 2017-2018, are to reach
potential Trekkers through alumni collaboration. The initial plan is to send brochures to
Cottonwood Gulch’s alumni with office space and reach as many potential Trekkers as possible,
whom alumni can influence to attend by relating first hand experiences; develop marketing goals
based on true understanding and value of cottonwood Gulch programs and Trek content; pair
search words on internet with geology, science, and paleontology; and offer Treks to publicists
who will write and publish articles about Cottonwood Gulch.
Media Strategy
Media strategy in marketing is the process of how to deliver the message to consumers or
niche markets. Designing the communication requires answering three questions: what message
do we want to say, how do we want to say it, and who should say it (Kotler & Keller, 2016).
Additionally, Cottonwood Gulch marketers need to find the most cost-effective method to
deliver the message to their targeted audience.
All stakeholders need to be part of a media discussion, the brand, account management,
and planning. A survey conducted by the research team revealed that trekkers found out about
Cottonwood Gulch from Alumni and or the internet. The team listed to what former trekker had
to say and came up with the following recommendations:
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Blogs – hiring a professional to write – the product (blog) can be published on the
Cottonwood website and Facebook page. May get published in mainstream
media.
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Recruiting via Alumni using the Alumni News Letter – refer a friend discount.
Recruit Alumni to widen the circle of influence, such as former trekker, now
Senator Martin Heinrich’s endorsement.
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Print and mail flyers to High Schools and Colleges within the targeted market for
posting on bulletin boards.
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Last-but-not-least, use of social media platforms is inexpensive and reaches the
widest audience, i.e., Facebook, Pinterest, YouTube.
Pull and Push Strategies
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Pull strategy brings customers to the organization to ask questions that lead to
many variations. To put in another way, the customers already are aware of the
merchandise through word of mouth, stores, social media, websites, and blogs,
customers know about the organization and what they offer. The customers need
specifics to support their purchase. In using a pull strategy, the customer calls the
organization; the customer sends a suggestion card and the customer emails the
organization with questions.
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When implementing a push strategy, the consumers are less involved and need a
bit more attention in marketing. Dogramatzis (2012) stated, “When using a push
strategy, a manufacturer transmits direct information to the consumer, in an effort
to raise awareness, interest, trial, usage, or loyalty” (p.75). Push strategy
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encompasses calling the customer, sending emails and sending direct mail.
Creating product awareness by forming a brand position that truthfully emulates
the company and product, and by bringing on what the outcome promises, will
make the organization well-known.
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Given these points, Cottonwood Gulch has been using the pull strategy. Based on
the marketing research using Survey monkey and phone interviews, Cottonwood
Gulch customers are already aware of the organization by word of mouth.
Conclusion
The five elements of the Product, Place, Promotion, and Price strategies are
important for Cottonwood Gulch’s success. Without a detailed plan, time and
resources could result in loss of revenue, sales, and customers. To steer Cottonwood
Gulch in a productive direction, using the provided strategies will not only help target
its energy and money to the right consumer, it will also help sustain a brand that is
enjoyed and followed for many years to come.
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References
Dogramatzis, D. (2012). Biomarketing strategy and tactics 101: Part III of III. Journal Of
Commercial Biotechnology, 18(4), 75-86. Retrieved from
https://content.ebscohost.com/ContentServer.app
Kotler, P. T.., & Keller, K. L.(2016). Marketing Management 15th Edition. Boston: Pearson
Education, Inc.
The Marketing Mix. (n.d.). Retrieved November 10, 2017, from
http://www.learnmarketing.net/promotion.htm
Perilli, R. M. (2016). 5 steps for making your brand identity more consistent. From Entrepreneur
Web site: https://www.entrepreneur.com/article/281523
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