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 Countyâ€, ZMP created a brand positioning known as “Come Stay & Playâ€. 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 Tripâ€. ZMP also created materials used by HCCVB during the Super Bowl and March Madness.