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Discover BC Ski Country

proposal presentation
by

Bryn Fell

on 1 December 2010

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Transcript of Discover BC Ski Country

Mission Statement:

The purpose of this campaign is to engage new and existing
resort goers with an unobtrusive, and fun social media platform that adds incentive for customers to explore the mountains of BC Ski Country, while immediately sharing this experience with friends. Why is SCVNGR a good fit for BC Ski Country? - SCVNGR is not alone, there are other location based game
apps availabe, 4Square is their largest competitor
4Square reached 500 000 players in their first 14 months, whereas it only took SCVNGR 5 months to reach the same number
- SCVNGR is the only App that allows customer created content
- This engages customers on a deeper level, adding to the on hill
experience
- SCVNGR is seeking out the winter resort market *SCVNGR WANTS TO MAKE THIS WORK* How Does SCVNGR Work? - Businesses build game elements
Challenges / Treks / Rewards
- Each game element is completely customizable
- Incremental rewards can be given out by individual businesses. These can include things such as free hot chocolate, or stickers
- At the end of the season the top points earner will win a 4 mountain pass Who Will Use It? - The largest demographic currently using SCVNGR are
people between 17 & 34 (Seth Priebatsch, CEO / Chief Ninja)
- The success of SCVNGR at varied institutions speak to its
universal appeal and diverse nature
The Smithsonian
The Science Museum of Virginia
The Franklin Institute
The New England Patriots
The Boston Celtics
- Well designed game elements combined with SCVNGR's casual
nature and incremental rewards make it accessible to a wide
audience What Does This Mean for BC Ski Country? SCVNGR actively engages customers within locations at each resort
SCVNGR is directly linked to players' Facebook and Twitter accounts, sending out updates everytime someone completes a game element
This is the viral marketing aspect of SCVNGR A Few Numbers: Sun Peaks - Sun Peaks Facebook fans: 5 439
- 9 of them are my friends, with an average of 363 friends each
- If each of these people ski 1 day a week and do 1 challenge while at the hill, the BC Ski Country brand will have been advertised for free to 3 263 people in one week (363 x 9)
- This averages out to 1 974 357 brand mentions in a season (363 x 5 439) A Few Numbers: Big White - Big White Facebook Fans: 4 833
- 5 of these are my friends, with an average of 498 friends each
- If each of these people ski 1 day a week and do 1 challenge while at the hill, the BC Ski Country brand will have been advertised for free to 2 492 people in one week (498 x 5)
- This averages out to 2 406 834 brand mentions in a season A Few Numbers: Silver Star - Silver Star Facebook Fans: 10
- the 3 fans we could see, average 161 friends each
- If each of these people ski 1 day a week and do 1
challenge while at the hill, the BC Ski Country
brand will have been advertised for free to 483
people in one week (161 x 3)
- This averages out to 1 610 brand mentions in a
season A Few Numbers: Apex - Apex Facebook Fans: 34 - Apex Facebook Fans: 342
- top 5 fans we could see, average 364 friends each
- If each of these people ski 1 day a week and do 1 challenge while at the hill, the BC Ski Country brand will have been advertised for free to 1 820 in one week (364 x 5)
- This averages out to 124 488 brand mentions in a season Feasibility:
The implementation of this advertising campaign will require:
The efficient intergration of SCVNGR into the BC Ski Country website
Integration of the campaign into each resorts Facebook and Twitter profiles
Staff training on the uses, benefits, and implementation of SCVNGR
In resort advertising to raise guest awareness of the campaign

Finally, radio advertisments will have to be created for each of the major markets that BC Ski Country advertises to. Implementing SCVNGR on BCskicountry.com - Incorporate a link to the SCVNGR website
- Add a new page to the site
leaderboard page
page built so that each resort will be able to update the contest numbers on a daily/weekly/monthly basis
- The incorporation of google analytics will allow you to analyze traffic coming through bcskicountry.com in order to help measure ROI

Quote from Greg Bauer at Navigator Multimedia Inc.:
8 - 10 hours @ $80/hr
$640 - $800
Timeline:
Need to start by Dec. 8 at the latest Implementing SCVNGR on Existing Resort Social Media: - Prior to the promotion's debut on January 1st, place a link to the BC Ski Country SCVNGR splashpage
Each resorts' social media coordinator will be responsible for updating Facebook and Twitter accounts with information about new challenges, treks, and rewards available at each resort
Social media coordinators would be responsible for the creation of new game elements throughout the year
- SCVNGR offers free training to these individuals, teaching them how
to create game elements, plus ideas for new challenges, etc. SCVNGR Pricing: We propose that BC Ski Country purchase a capacity of 50 game elements,on a one year trial basis cost $4 800
These game elements will divided between the resorts equally (roughly 12 each)
This will allow you to roll the campaign into the summer months and continue to engage customers beyond the winter season SCVNGR Extras: SCVNGR is willing to offer the following extras at no cost
Creation of BC Ski Country SCVNGR splashpage (website)
Creation of 4 badges, one for each resort, value $2000
Free swag, SCVNGR will provide a number of free promotional materials
Free marketing & PR, SCVNGR will post on Facebook, Twitter, and Blag (the SCVNGR blog) about the launch of new BC Ski Country Treks and Challenges
SCVNGR will contact their local PR firm to promote through their media contacts In Resort Advertisments: What is SCVNGR: A location centric social media platform
People go places, do challenges, earn points and gain rewards
SCVNGR currently runs on iPhones, iPod touch, iPad and all Android enabled smartphones Signs for chairlift towers at each resort, 1 sign per lift
Banners for each resort, placed around the main lodge
Weekend promotional booth at each resort giving away SCVNGR swag and creating a greater awareness of the campaign
Full transcript