Hendricks County CVB

Situation Analysis

In the Spring of 2010, the Hendricks County Convention and Visitors Bureau (HCCVB) – seeking to aggressively expand its marketing and promotional efforts – selected ZMP as its Agency of Record from a field of 17 firms.

Within the past two years, ZMP – in partnership with the HCCVB staff – played a key role in redefining the Bureau’s approach to tourism marketing and, in the process, created the “Come Stay & Play” brand currently featured on its website and in its marketing materials.

Objectives

In working with the HCCVB, the primary objectives included:
• Build brand awareness of the Lottery as a source of entertainment (promoting fun and “responsible” playing)
• Build ever-increasing sales
• Build Powerball/Draw game (Hoosier Lotto, Lucky 5, Daily 3 & 4, Daily Millions) players throughout the year, while continuing growth of scratch-off game players

Positioning

Around the theme “Tour Hendricks County”, ZMP created a brand positioning known as “Come Stay & Play”. The positioning is prominently featured on the HCCVB website, its Visitors Guides and promotions.  In carrying out this approach, HCCVB utilized ZMP’s creative, strategic marketing and restaurant/retail experience, together with its advertising/interactive social media and public relations expertise to aggressively promote Hendricks County.

Among the successful campaigns developed by ZMP included “Hendricks County Holly Days” (in 2 successive years) and “Five Gallon Trip”. ZMP also created materials used by HCCVB during the Super Bowl and March Madness.