WHAT’S YOUR

GRAND VIEW?
Plans Book: Grand Teton National Park
ADVERTISING TEAM
Brandy Nguyen
Makenzi Holland
Bobie Breitwieser
Amanda Emerson
TABLE OF CONTENTS
Objectives . . . . . . . . . . . . . . . 2
Situation Analysis . . . . . . . 3
Target Audiences . . . . . . . . 4
Creative Brief . . . . . . . . . . . 5
Advertising Plan . . . . . . . . . 6
Media Strategy . . . . . . . . . . 12
Evaluation . . . . . . . . . . . . . . 14
Sources . . . . . . . . . . . . . . . . . 15

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 OBJECTIVES
PRIMARY OBJECTIVE
• Increase traffic to park by 5%

SECONDARY OBJECTIVES
• Increase social media following by 20% on
Instagram (from 250,000 to 300,000) and
Facebook (from 498,316 to 597,979)

• Engage with followers and public more frequently

to improve public relations by posting interactive/
visitor specific content at least twice a week

• Increase number of Google searches by 5%

• Create more incentive to come to the park by

marketing at least two different events/charities

^ 3.8%
^ 5%
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SITUATION ANALYSIS
STRENGTHS
Grand Teton National Park is near many millennials (colleges
nearby include BYU-I, ISU, and northern Utah colleges). It fits
into the mental picture and lifestyle of Idaho and Wyoming
with raw landscape and wildlife. The park is not packed so it’s
more pleasant and less touristy. It is a relatively inexpensive
and nearby vacation option for many. It has short trails to
the mountains, making it a quick trip to get to the famous
view. It is a smaller park and there’s less driving and waiting.
It is lesser known which is a positive characteristic favored
by “wanderlusting” millennials. It has an iconic skyline and
mountain range that photographers chase after. There are
many trails to explore and choose from.
OPPORTUNITIES
There are large tourist attractions close to and within the
park such as Jackson Hole and the Mormon Trail. The Eclipse
is coming up soon and the park is in a great viewing location.
There are countless outdoor recreation opportunities within
and nearby the park such as skiing, snowboarding, hiking,
rock climbing, mountain biking, camping, and more that
attract the same target audience. The landscape is known
to be better than Yellowstone, and the wildlife sighting
opportunities, similar. Outdoor photography is popular
right now and the park is a perfect location for great shots of
wildlife and scenery.
WEAKNESSES
Grand Teton National Park is located right next to the most
Google searched national park (Yellowstone), which is much
bigger geographically. The park is seasonal (often facing
harsh and desolate winders) and has dangerous animals and
elements. Local people are more aware of the area than people
far away. It’s more of a Western states attraction and there is
not much interest or knowledge of it at all from Eastern states
(partially in behalf of lack of previous promotion to other
areas). Lastly, because of it’s relatively remote location, it is
not frequented. People don’t revisit it over and over unless
they’re local, and the local population is small.
THREATS
The largest threat to Grand Teton National Park is it’s large,
popular neighbor, Yellowstone National Park. Yellowstone
overshadows the park in many ways including size and
prominence. Yellowstone offers more unique attractions by
way of volcanic features. It costs the same to enter Yellowstone
as it does to enter Grand Teton, and they are located right next
to each other. Yellowstone gets much more attention on social
media and is searched far more on Google. Often, Grand Teton
seems to be forgotten or looked over. Other threats include
that it is more expensive than many other outdoor activities
in the area and that children and teenagers generally pine for
more commercialized vacations (Disneyland, etc).
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 TARGET AUDIENCE
PRIMARY
The primary target audience is single males and females between
the ages of 20 and 29 (millennials). These young, wanderlusting
people have a desire for adventure and include photographers,
skiers, climbers, and hikers. Many are college students who
have a small amount of disposable income and want to enjoy
time off from school with friends. Others are young people in a
transitioning stage of their life with extra time on their hands.
MEET JEFF: Jeff is a 24-year-old college student from Northern California attending
Brigham Young University-Idaho to earn a Bachelor’s degree in photography with a minor in business.
He plans to start up his own photography business after graduating. Currently he takes engagement and
wedding photos for friends for a little extra money on the side. He showcases his work to over 14,000
followers on Instagram. Jeff loves to ski in his free time and his favorite thing to photograph is scenery.
Jeff is engaged to Emma (23) from Mississippi who is attending Brigham Young University-Idaho for
nursing. Emma enjoys physical fitness and outdoor activities.
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SECONDARY
The secondary target audience is parents between the ages of
26 and 45. These people have a middle class income and a desire
to make life-long memories with their family while living on a
budget. Both audiences live primarily in the inland West within
around 700 miles of the park.
MEET HUNTER: Hunter is a 31-year-old accountant from Orem, Utah who enjoys
spending time with his family and water sports. Hunter is married to Pam (30), who runs a freelance
beauty business using mainly social media. The couple have three children, Becca (7), Shane (6), and
Tori (4). Between juggling work and the kids’ school, Hunter and Pam enjoy spending time in nature with
the kids to make sure they are getting fresh air, family-togetherness, and time away from the screen.
CREATIVE BRIEF
GOAL
The main objective is to have an annual increase in traffic by 5%.
Other goals include increasing social media following, improving
public relations, increasing hits on Google, and increasing traffic
through event promotion.
TARGET AUDIENCE
Millennials. We will focus on the single adventurers, climbers,
hikers, skiers, and photographers between the ages of 20-29
years old. We will also focus on young families, targeting parents
between the ages of 26-45 years old. Both target groups are located
specifically in the Western United States.

DELIVERABLES ADDITIONAL INFORMATION

Billboard ad The campaign will be a pulsing form of marketing. We will run
Promotional items (rack cards/stickers) most of our digital advertisements year-round but will have puls-
Social media ads and reinforcement posts es of extra media advertisement (events, radio, and billboards)
Radio ads (2) (30 seconds) during relevant times of the year.
PR event (planning and package)

METHODS
Web ads, billboards, and radio ads will all be constructed to
inform potential visitors and promote the national park as well as
increasing social media following and overall awareness. There
will be a PR event during the Eclipse to help build relationships
with the community and build recognition. Stickers and rack
cards will be given to those who attend the event as well as those
who make donations.

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 ADVERTISING PLAN
THE BIG IDEA:
“WHAT’S YOUR GRAND VIEW?”
This campaign slogan plays on the name of the park and the beautiful
sights to be seen within its boundaries. Aside from a literal aesthetic
approach, a deeper message conveys the idea that Grand Teton National
Park offers views, activities, and overall adventure for people from
all walks of life. Whether it’s a seasoned climber seeking a thrill, a
young family enjoying a leisurely day on the beautiful shores of
Jenny Lake, a wildlife photographer capturing the perfect shot,
or a group of friends traversing the park on skis through a
fresh snowfall, Grand Teton National Park is sure to exceed
expectations and expand one’s love for the outdoors.
This slogan begs the question, “what impact does the
park have on you?”, Inviting visitors to develop their
Grand Teton experience into a memorable story to
reminisce about and share with others.

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DIGITAL ADVERTISING: FACEBOOK

As we are mainly targeting millennials, most Left: Targeting specifics and reach
data from Facebook. Below: Sample
of our advertising focus and budget will be sponsored carousel Facebook ad
put toward social and digital media. We will serves two purposes. Customers can
be promoting awareness advertisements “Like” the page or click/tap the “Learn
to increase our social media following More” button which brings them to
Grand Teton National Park’s “Plan your
on Facebook and Instagram, as well as Visit” web-page.
spotlighting interesting visitors and their
stories (using the hashtag #mygrandview),
creating daily posts about wildlife, park
history, activities, etc., and communicating
helpful information and tips weekly. Our
digital campaigns will run consistently all
year long. By following Grand Teton National
Park on social media, viewers will be able to
see the wide range of people who enjoy the
park, obtain information, learn facts, and
enjoy beautiful pictures. We will promote
social media advertisements to 20-45 year
olds who have an interest in outdoor activities
and live in the Western United States (mainly
Wyoming, Idaho, Montana, Washington, Grand Teton National Park

Oregon, and Utah.

We will use the content of our social media

ads to target our primary audience more
specifically. We will show and tell the
experiences of young people enjoying their
exploration of the park.

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 DIGITAL ADVERTISING (CONTINUED)

Aside from Facebook and Instagram,

we will use Google Adwords to increase
overall awareness and traffic to the
Park’s website, thus increasing ticket
sales. Using carefully selected words and
phrases, we will gain some searches back
from Yellowstone and generate more
interest in the park. We will be using the
largest portion of our budget on digital
advertising, most heavily on Facebook
and Google. Though there will be some
Brent Hiler
3h ago overlapping promotions running on
Facebook and Instagram, we will mainly
grow our Instagram organically through
hashtags, spotlighting visitors, etc.

A Snapchat geofilter (which is scheduled

during the month of the eclipse) will
encourage park visitors to share their view
and increase awareness of the park.

Far Left and Top: Data displayed from a sample

Adwords campaign as well as a sample ad.
We will run this ad for a year to increase
awareness and website visits. Center: Sample
visitor spotlight post on Instagram will feature a
visitor-submitted photo and story. Visitors will be
motivated to share photos because of the large
following of our page and the potential followers
and recognition they could gain. Making our
Instagram more “people” oriented will improve
our relationship with the public. Left: Sample
Snapchat filter will encourage visitors to share
8 their “grand view” with friends.
 PUBLIC RELATIONS AND EVENTS
To help strengthen the relationship
between the park and the
community, we will assist in
organizing and promoting a
fundraiser for veterans. Two weeks
before the 4th of July, the park
will donate fifteen percent of the
admission fee to Building Homes
for the Heroes, a charity that helps
build houses for war veterans. We
will advertise this campaign largely
using social media and notices on
the website. Through this event, we
will increase traffic to the park and
help it gain favor with the public.
The goal is to attract people and
have first time visitors come to the
park and want to return. By having
it during the Fourth of July, people
are more likely to have time to visit
the park, and time during the rest
of the summer to come back.
Along with this fundraising effort,
we will improve public relations
by hosting an Eclipse viewing
event (promoted on social media
and displayed on the website’s
calendar). The eclipse will attract
many people from around the
country and possibly even
the world.
The park will designate areas for
tourists to see the eclipse and
provide free solar eclipse glasses
with the National Park Services
logo. The park will need the help
of local police officers to help
with security and to direct traffic.
Volunteers will also need to be
present to help pick up trash and
clean up after the event. This event
should not require an extensive
budget as most of it will be carried
out by volunteers (who will gain a
free week-long admittance pass for
their assistance).
Our public relations efforts also
include increasing interaction and
engagement on social media by
replying to customer comments/
concerns and handing out free
promotional items like bumper
stickers on certain days of the year Above: The Eclipse of August 2017 will
attract many visitors from around the world
(for branding purposes). to places nearby the park. The park will
offer a viewing event and hand out free
Free admittance days scheduled solar protection glasses to increase traffic
over holidays throughout the year to the park. Left: Promotional items like
this bumper sticker will increase brand
will also improve public relations awareness.
and internal relations/employee
satisfaction.
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 OUTDOOR ADVERTISING

We will schedule four local

billboard advertisements in
Jackson, Wyoming and Idaho
Falls, Idaho (two of the larger
nearby cities to the park)
leading up to and during our
peak season (March through
July). These billboards will
advertise some of the main
attractions/activities of the
park as well as the slogan
“What’s your Grand view?”.
They will reinforce our
social media activity and
keep the park top-of-mind
while tourists travel through
these cities. The purpose of
these different billboards
is to reinforce the idea that
Grand Teton National Park
has a “view” or adventure for
everyone. We will rotate the
design of the billboard every
two months to showcase
different activities.

Right: Sample billboard advertisements

created to increase traffic to park during
peak season.

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RADIO ADVERTISING

Local radio advertisements Left: Sample radio ads that will run during
peak seasons in nearby areas to the park.
will run on major FM stations Ad 01 is targeted toward our secondary
in Wyoming and Southern audience. Ad 02 is targeted toward our
Idaho and will be scheduled primary audience.
during peak season (May-
July). The ads will reinforce
our Big Idea by presenting a
range of activities available
within the park as well as the
voices and stories of various
visitors of the park. While
tourists are traveling through
these areas, they will be made
aware of the park and all it
has to offer. 11
 MEDIA STRATEGY
BUDGET BREAKDOWN:
Left: Over half of the total marketing budget
is designated for digital ads because of
the young-adult audience we are targeting
(who are generally active on the internet
and social media). Because of the relatively
small local population, we believe we can
most cost-effectively advertise to a larger
geographic area via digital advertising
rather than local advertising like radio and
outdoor.

SOCIAL MEDIA SCHEDULE (WEEKLY)

Left: The posting pattern will generally
follow the schedule shown. #mygrandview
posts are spotlight posts of user-submitted
photos (as shown on page 8). Wildlife
spotting posts are images of animals
found within the park (taken by visitors or
park-employed photographers). Once a
week we will post a fun or historical fact
to get people more interested in the park
and its story. The campaign promo will be
a boosted post that will reinforce whatever
we are currently pushing - for example, a
post about the eclipse event. Scenery shots
will showcase the beautiful landscape
of the park. Lastly, each Sunday we will
spotlight a visiting family and their story
12 with a picture submitted by a visitor.
MARKETING CALENDAR
AUGUST 2017 - JULY 2018

Specific dates: Eclipse (August 21, 2017); Building Homes for Heroes Charity (June 17-July 4, 2018)

Our advertising team has decided on a pulsing method of advertising due to the seasonal nature of the park. Peak season for the park
begins in March and rises steadily until the end of July. Google searches for the park follow the same pattern. Our goal is to create con-
sistent advertisements that sustain the park through the winter, but mainly increase traffic during the peak season. We don’t want to
needlessly use budget through slow months when the winter weather deters so many from the park anyways.

Throughout the year, we will consistently run digital advertisements on Google, Facebook, and Instagram. Events and billboards will
help increase traffic during peak season, when people are ready to take their summer vacations. We will run radio ads through the win-
ter months to keep the park top-of-mind as people are thinking about their families around the holidays and planning their spring and
summer vacations.

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 EVALUATION
DIGITAL:
Our digital objectives included increasing Google searches for the
park by 5% and increasing our social media following on Instagram
and Facebook by 20%. Both of these objectives are very measurable
and can be analyzed throughout the campaign through Facebook
and Google analytics. Throughout the campaign we will monitor
engagement and adjust our ads as needed.
PUBLIC RELATIONS/EVENTS:
By creating interactive content at least twice a week, we will
remain more in touch with our public and thus strengthen the
relationship. We will monitor engagement with these posts (by
using Facebook analytics) to determine the effectiveness of our
content and make adjustments as needed. We will also keep track
of event attendance and donations to our Building Homes for
Heroes charity event. By collecting this data, we will be able to alter
campaigns for future events .
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PARK TRAFFIC:
Our main objective - increasing park traffic by 5% - will be
measured by keeping track of admissions during the year (number
of visitors to the park).
RADIO/OUTDOOR
Though we did not have any specific objectives associated with
radio or outdoor advertising, we will do our best to evaluate their
success. We will display unique URLs on our billboards to track
the number of people visiting the park’s website directly through
the link provided. We will have difficulty tracking the increase of
awareness and the number of impressions made over radio and
billboards, but we can use some of the statistics and analytics used
by the media companies to evaluate and measure our success as
accurately as possible.
SOURCES
ARTICLES AND STATISTICS
Aland, Maggie. “Radio Advertising Costs – And How To Negotiate Lower Rates.” FitSmallBusiness. Fit Small Business, 29 June 2017. Web. 11
July 2017.

Aland, Maggie. “How Much Does Billboard Advertising Cost?” FitSmallBusiness. Fit Small Business, 20 June 2017. Web. 11 July 2017.

“Plan Your Visit.” National Parks Service. U.S. Department of the Interior, 30 May 2017. Web. 11 July 2017.

“Current Pocatello, Idaho Population, Demographics and Stats in 2016, 2017.” Suburban Stats. US Census Bureau, 21 Nov. 2012. Web. 11 July
2017.

“See the Latest Trends, Data and Visualizations from Google. Find out What’s Trending near You Right Now.” Google Trends. Google, 3 July
2017. Web. 11 July 2017.

OTHER WEBSITES/TOOLS USED

Google Adwords

Facebook Business

Snapchat On-Demand GeoFilter - geofilters.snapchat.com

Facebook and Instagram accounts of Grand Teton National Park

CREATIVE/PHOTOS
Pexels Free Stock Photos - www.pexels.com

Jackson Hole Traveler - www.jacksonholetraveler.com

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