YOU DON'T ADVERTISE/PROMOTE, A TERRIBLE THING HAPPENS...
is a simple advertising plan to advertise and promote your Camp-Resort's
One of the most effective
forms of promotion for your Camp-Resort is the trade show - the
camping, RV, sports and vacation shows which are held throughout
selling with sales promotion and advertising
Can be done with other
Jellystone Parks to share cost
Allows you to tailor
- Special show promotions
- Early reservations
from special shoulder season pricing
- Prize drawings
- develop mailing lists
- Use giveaway items
to serve as a "reminder" of the person's visit to
- Gives you the opportunity to
use the Yogi Costume Character for impact
- Establishes that personal touch
- Develops rapport
- Potential guests
can get a "first hand" look at your product
Consider exhibiting at
as many shows as your budget will allow.
REASONS FOR PARTICIPATING
IN TRADE SHOWS
The primary function
of any trade or consumer show is to sell your services and to
inform potential visitors. With that goal firmly established,
a variety of other valuable spin-offs can be gained in shows.
•Shows let customers
identify with the people behind the camp-resort.
helps avoid the loss of your customers to a competitor.
•Shows help establish
personal rapport with potential visitors.
of your camp-resort can be demonstrated at shows.
•The sales pitch
can be personalized to camping needs.
is received from your potential customers enabling you to plan
future marketing programs.
•You can use the
opportunity to ensure a fair presentation of your camp-resort.
can be developed with potential visitors.
from consumers about your effectiveness is available.
•You can command
the undivided attention of prospective customers.
can be increased.
and recognition can be given to potential customers.
•Hundreds of prospects
can be reached in a short time.
your contact with customers.
can be opened up in areas where advertising has been ineffective.
can be observed firsthand.
•You can protect
your current market share.
opportunities for you to increase you market share.
•You can see firsthand
your competitor's product line and marketing approach.
•Shows are good
places to introduce new services and announce new programs.
•You can distribute
new brochures and directories.
•Shows let customers
see your entire product line firsthand.
•You can meet
and educate new prospects.
advertising can be stimulated.
•Shows are natural
places to meet and talk with other industry leaders.
and recognition can be built.
•New market prospects
can be reached.
•Shows may reverse
•Shows can help
counter economic downturns.
•Build your campground's
image at shows; let others see that you are a viable competitor.
LSI SHOW BOOTH
RULES & REGULATIONS
provides five table-top trade show booths for franchisee use.
The booths were updated in 2006 and include one vinyl graphic
panel and one black carpet panel for Parks to post their pictures.
The booth corners are also black carpet. Pictures should be posted
using Velcro - no pins can be used. Franchisees are responsible
for furnishing their own brochures, promotional items and pictures
when using the booth.
show dates usually conflict, we attempt to assign the booths to
those campgrounds using cooperative promotion (partnering with
another Jellystone Park.) If you are exhibiting alone, please
submit your request early. The final assignment of the booth shall
be made at the sole discretion of LSI . Preliminary approval of
the request may be granted. LSI will notify franchisees of conflicts
and reassignments in a reasonable manner.
for a booth should be made to John Ellison at firstname.lastname@example.org.
The current trade show booth schedule is posted online at www.campjellystone.com/franchises.
you choose to have your own trade show booth created, all artwork
must be sent to LSI for approval. Your booth art should include
the logo, the legal line and follow all WB trademark rules. (See
Appendix ? for WB guidelines.)
will pay for shipping the booth to the park. The park is then
responsible for shipping - plus cost - to either the next park
using the booth or back to LSI . The booth should be insured for
$2000 when shipping. Check the schedule online to see which park
you should ship it to and allow enough time for the next park
to receive it by their designated date.
receiving park must immediately inspect the booth for damage and
notify both LSI and the shipper of any damage. The franchisee
will be responsible for any damages which occur to the booth while
the booth is in their possession and will reimburse LSI for the
damages. The booth must be maintained in a good and safe condition
while it is in the franchisee's possession.
representing the Jellystone Park system should dress in a professional
and appropriate manner. A logo collared shirt (or logo sweater)
and either khaki or dress pants are required. Jeans and tennis
shoes are not permitted while working on the trade show floor.
BILLBOARD / TRAILBLAZER
LSI suggests that each
Camp-Resort have at least one billboard on the major highway / interstate
near your campground. The purpose of these outdoor boards is to
inform campers: letting them know where you are, providing directions
to find you and telling them what you have to offer.
The following are basic
guidelines you should follow when developing a billboard program:
Select sites close to
your campground to provide instant information about your location.
Well traveled highways
Free of obstructions
Layout must be attractive
The Jellystone Park
name must be prominent enough for quick identification
usually not more than seven short words, must be simple and
must carry some kind of selling message.
Large type, without
fancy touches, is essential to quick legibility when the reader
is some distance away and moving. The following table, as published
by the Traffic Audit Bureau, gives you some specifics:
| Height of letters
||Moving audience can read at
Message/copy, as a rule of thumb,
has no more than fifteen (15) seconds to be read. Must be kept
with all nonessential details eliminated, are necessary for
good reader impressions.
The colors must be
bright and bold, but not so garish that they make the board
look like an old-time medicine-show poster.
are performance-proved color combinations, shown below:
|(Rank of importance - No. 1 most effective)
1. Black on yellow
6. White on blue
2. Black on white
7. Blue on yellow
3. Yellow on black
8. Yellow on blue
4. White on black
9. Green on white
5. Blue on white
10. White on green
| DIRECTIONAL SIGN COLOR
COMBINATIONS - DAY VS. NIGHT
|Developed for the Interstate Highway
directional signs (high speed traffic).
Indices for various colors based on
white on black for 48 inch letters.
|White on black
|White on red
|Saturn yellow on black
|Red on white 92 85
|Black on white 83 100
|Blue on white enamel
| Red orange on white
|The Traffic Audit Bureau, Inc.
The entire layout
must be clean and free of clutter.
an easily understood reader-benefit message, direct or implied.
Examples of outdoor boards
|Happy Endings at the Velvet Turtle
||A mouth-watering dessert with a cherry.
|Life can be cozy at 55.
LOGO: The Gas Company
|Two smiling persons in bed.
|SASSY, NOT SPICY!
||A simple line drawing of a bottle labeled
HEINZ bloody mary mix.
|Heat's still going up.
||A hot-air balloon drifting above a city.
LOGO: PG and E
PSA. OLD FAITHFUL.
SUBHEAD: Every hour on the
1/2 hour to Los Angeles.
|A transport plane coming toward the
|You have our word on it.
||A large orange labeled Sunkist.
|Change for a change.
||The palm of a hand with some coins in it.
|THE POSSIBLE DREAM...
Pontiac Grand Prix
|A dramatic photograph of a car.
|Coca-Cola adds life to...
||A large picture of an appetizing bun
crammed with bacon, lettuce, cheese, sausage and tomatoes.
All have clean, simple layouts that
invite readership. Notice that the copy consists of usual words
used in unusual ways.
What size of board
should you use?
The answer to that question depends
on what you need and what you can afford. All
billboards are large enough to be impressive in some surroundings.
There are two basic
kinds of outdoor boards: the painted bulletin and the poster
Poster panel printing
is the responsibility of the advertiser, who has the lithographed
panels shipped to outdoor plants. The poster panels go on structures
12 feet high and 24 feet long; each structure accommodates posters
in three different sizes.
are hand-painted at the outdoor plant. They're much larger and
ultimately appear on highly visible structures measuring 14
by 48 feet. Production is figured as part of the space cost,
so there's no extra charge for the hand painting.
When space permits,
the Jellystone Park logo should be used. Provide to the producer
of the board a copy of the PMS ink colors for matching purposes.
Slight shade variations are expected, but the basic color must
All billboard designs
must be sent to LSI for approval, include the legal line and
follow all WB trademark rules. (See
Appendix ? for WB guidelines.)
Logo PMS colors
Red line 200 - It is
permitted to make the red line the same color as Yogi's tongue
if it saves on printing costs.
to the Federal Highway Department, the two most common sizes are
36"W x 60"H for the panels on the "mother boards"
and 18"W x 30"H for the ramp signs. It is possible that
you may encounter signs with different dimensions than the sizes
listed here. The layout we provide can be adapted to all sizes.
states' signs are controlled by the state DOT, others are handled
by a private company, Interstate Logos.
following states should contact their state DOT: AL, AK, CA, CT,
ID, IL, IA, LA, MD, MA, NH, NM, NY, NC, OR, PA, RI, SD, WA, WV,
WY. If your state is not listed, contact Interstate Logos at #225-927-9408.
of the signs' reflective material, special PMS colors can be used:
Brown 3M #887, Tan PMS 149, Green 3M #888, Black 3M #885
suggested layout is included in Section 6. Should you decide to
use another version, the design must be sent to Leisure Systems
The Yogi Bear's Jellystone Park Camp-Resort
name and logo are registered and protected by copyright. All
copyright laws are rigid and strictly enforced,please do not
take them lightly. Our license and yours depends upon complete
compliance of the requirements stated within this section.
All materials pertaining
to, and/or using the logo, the characters of YOGI BEAR, CINDY
BEAR, BOO BOO, RANGER SMITH or the words YOGI BEAR'S JELLYSTONE
PARK, in any part or form are required to be identified with
a complete and correct legal notice:
The (s06) represents
the year of distribution and should be changed with each new
year. i.e., (s07) for 2007
The legal notice
must be located on the front or back cover of all marketing
materials. It should be on every page of your website.
It should be on all out-of-park (billboards) signage.
NO MATERIAL IS INSIGNIFICANT.
When in doubt about copyright usage, a good rule to remember
is: IF THE BEAR'S THERE, USE IT! If you still have questions,
call LSI's corporate office.
If logo is printed
in color, refer to PMS color chart found in the billboard section
of this manual.
Your printer can duplicate, enlarge
or reduce logos and line art as necessary to meet your specific
needs. NO OTHER MODIFICATION OF THIS ARTWORK IS TO BE MADE!
All printed materials used by YOGI BEAR'S JELLYSTONE PARK
CAMP-RESORTS must meet the approval of LSI prior to use of any
kind. Please allow at least two (2) weeks for approval.
To avoid any possible
legal ramifications from the use of “publicity” photographs
taken of guests while at the Camp-Resort, incorporate the following
wording into your Camp-Resort policies/rules:
to campground property constitutes permission for the management
of this Yogi Bear’s Jellystone Park Camp-Resort to photograph
the visitor while on the premises and to use any resulting pictures
for any lawful purpose without compensation to visitor.
The guest assumes
all risks and danger incidental to the activity of camping in
a rustic outdoors environment including specifically (but not
exclusively), the danger of being injured by insects or other
animals, of being injured while participating in recreational
activities, such as hiking, swimming or boating at the Camp-Resort
or of being injured as a result of inclement weather conditions,
and agrees that the Camp-Resort and its owners, agents and employees
are not liable for injuries or property damages resulting from
This wording will alleviate the need
to obtain consent / release forms from individuals who may be
found in any resulting photographs.
Types of Printed
• Place directory
ads in regional publications if possible
• Try to
co-op this advertisement with other area Jellystone Parks.
- Maximizes your ad dollar
- Enables you to have much larger and more impressive ads
for less money
- Broadens your ad range and encourages campers to visit others
in the system
•All print ads have four essential elements to its design:
have several functions:
getting... persuasive, intriguing
-Targeted, appealing to a particular group
-Entices the reader into the body copy (text)... express
their needs, not yours
-The headline should have content - say something relevant
-Should coordinate with other elements in the ad
-Should be in simple language
-Use the character
-Visualize the central idea or benefit underlying the
-Work with headline, not compete against it
-Have a single focal point
-Have purpose if using multiple illustrations
-Include photographs where possible with captions
(text) characteristics include:
first paragraph short and interesting
-Keeping the copy simple, concise and specific towards
-The right words to express the meaning
-Making the advertisement a complete sales pitch for your
-remember why campers camp and use this information in
creating your ad..."Recreation Program Clean..."
-Use buzzwords like "free", "new"
-Are very important
is setting your ad apart and getting it read...use it!
-Are the identifier, name, trademark of the Jellystone
-Gets the listener's
or reader's attention
-Is simple in both language and layout
-Is truthful and conforms to Federal Trade Commission
-Is repetitive and is repeated often
-Arouses emotions such as hope, admiration, fear
-Is large enough to see or long enough to hear
-Features the right item for the right market
-Gives the potential customer a way to respond (telephone
number, coupon, address, invitation to check the Yellow
-Develops a theme and stays with it
-Uses logo for quick recognition
• Tips on
creating your own brochure.
operators have for years used promotional brochures as a
major marketing tool, distributing them through Travel &
Sport Shows, chamber of commerce booths, answers to inquiries,
etc. These brochures must act as sale tools providing a
selling message to persons often hundreds of miles away.
- The brochures as a sales tool
single most important ingredient needed in any brochure
is "sell"...Creating a mood or image about a
place or event, making people want to be there.
• Describe your product and clientele in a few simple
• Tell what is different or unique about your operation.
• A well-designed brochure will accomplish the functions
of a personal sales call - opening the sale, expanding
customer interest and closing the sale by creating customer
- The cover:
a sale opener
• Focus on product image - what the product is
• The name of the Camp-Resort should be bold and
- The interior
- expanding the message
benefits and persuade the customer - be direct
• Communicate in their terms
• Use good photos and artwork
• Photos should emphasize reasons to visit and appeal
- Closing the
to action - tell them what to do
• Include your phone number, address, map, rates,
• The size for you depends on how much you want
to spend and how much you want to say.
- Brochure printing
color offset paper - least expensive, dull finish, not
recommended for a show piece of literature
• One color text paper - somewhat expensive, comes
in a variety of finishes and colors
• Two color text paper - using a color paper and
two complementary inks, can be very attractive
• Two colors, duotone photos - photos are reproduced
with the two colors
• Full color, or process color - most expensive,
most appealing to the eye
Jellystone Park System Directory
- The system directory
is printed yearly and includes all Camp- Resorts which are
in good standing.
- Each October, LSI will solicit updated information concerning
each Camp-Resort. It is very important for you to have formulated
your next year's pricing, so only current information is provided
to users of Jellystone Parks.
- An initial supply of directories will be sent to all franchisees
free of charge. Should additional directories be needed, please
call LSI's corporate office.
- The directories are a very expensive collateral piece...
they are not to serve as brochures. Directories must be made
available, free of charge, to all your camping guests.
Direct mail advertising
Direct mail is another effective and cost efficient way for
campground owners to reach new and old customers, if used
- The following are some basic guidelines you should try to
follow when developing a direct mail program.
•It is personal - it goes directly to the person for
whom it is intended
is selective - you decide to whom it should
•It is flexible - there are any number of promotions,
offers, or ads which are suitable for direct mail
•It is the most effective - it has the highest response
- The basic principle to remember in direct mail advertising
is this: DELIVER THE RIGHT MESSAGE AT THE RIGHT PRICE TO THE
RIGHT PERSON IN THE RIGHT FORMAT AT THE RIGHT
your objective - try to accomplish one thing at a time
in your mail piece
• Promise "benefits" - try to show what
your offer will do for the reader
• Tell the reader what he is going to get - or,
what he stands to lose, if he doesn't respond
• Incite action - call for a response - NOW
the reader that he/she is getting value for the money
• Analyze costs - be certain the offer is not too
expensive, or too cheap
• Use some of the "Magic" words of advertising:
FREE, EASY, NEW, GIFT, etc.
the proper lists - your own customer list, your Camper
• Buying or renting lists - agency license lists,
(RV registrations, etc.), RV dealer customer lists, camping
publication subscription lists, etc.
• Using registration forms, a list broker, or 1-800
a different message to repeat customers than to potential
customers. Your own customer list would get things such
as Special Events brochure, Christmas cards, and more
personal, "newsy" pieces. Potential Customer
list would get pieces which would reflect images of fun
in your campground, and a good camping experience.
• Message should appeal to the basic needs of the
Family benefits - "togetherness"
• Message should stimulate interest:
Wording should be simple, but should make the reader curious
A good layout can create interest.
Pictures or line art should be used for relief.
• Message must have a "call to action"
Use of a coupon - "Good for" etc...
TOLL free reservation number - "PHONE US TOLL FREE”
Offer special benefit if you "ACT NOW"
Free trial offer
Money back guarantee
• Message should make it easy for the reader to
Simple, easy to read print: purchase, reservation, phone
call, visit, inquiry
• A "Pre-Season
Offer," or a Calendar of Events, should be sent three
to four weeks before the date of the offer (or first event).
• Special events should be sent three or four weeks
before the date of event.
• Repeat mailings. It has been proven that while
people will not respond to a first promotion or offer,
will respond to the second or third offer.
- Direct mail
pitfalls to avoid, don't...
Give the prospect
a good reason for not opening your mail.
him so much on the outside
• Make it sound too good to believe
Give the reader
a reason for reading your mailing.
an adequate reward for his time and attention
that people won't read long letters.
isn't how you say it but what you say the makes the
difference between a successful letter and a failure
• Include what is necessary
Forget to update
your letters are you!
- Some general
hints - your mailing piece should show QUALITY. While you
need not use four-color mailers in order to get a response,
it is necessary that your direct mail pieces be PROFESSIONAL.
This means a neat, attractive, well laid out piece. Choose
appealing colors in your paper and ink, and use photos or
wasteful if it doesn't get action. Therefore, it is important
to test your response. This is best done by the use of coupons,
or something the customer must bring with him to redeem.
Here are a few testing "ground rules."
a single element at a time
• Record your test results
• Use a sufficient quantity to obtain reliable test
• Mail all pieces (that are to be tested) at the
• Don't make major decisions based on minor results
• Analyze results carefully
• Don't think test results are forever
The direct mail
pieces enclosed in this portfolio are intended to stimulate
your thinking, and to demonstrate ways in which you can
use direct mail cooperatively or individually to benefit
your campground business.
||Yogi Bear Jellystone
||(ARTWORK OF YOGI)
|| "Hey - hey -
I miss you already!"
||All of us here at Yogi Bear's Jellystone Park
Camp-Resort want to thank you for visiting us.
||We already miss you and can't wait for you to
visit us again...so we're giving you this
- THAN - THE - AVERAGE CAMPER" offer:
||*(Fill in Offer here)
||We hope to hear from you soon!
||Remember, Yogi Bear's Jellystone Park
Camp-Resorts are... "Where You always camp with friends!"
Just call us today at xxx/xxx-xxxx and we'll give you a ___% discount
on the daily site rental during your next visit. To receive this
special discount, you must reserve your campsite by (DATE). Offer
in this card on your next visit and we'll give you a ___% discount
on the daily site rental. Offer expires (DATE). Please note that
without advanced reservations, site rentals are subject to availability.
Just mail in the attached
form and we'll give you a ___% discount on the daily site rental
during your next visit. Offer expires (DATE).
|# Campsites Requested
|# People In Your Party
|Type of Hookup Required
|PLEASE INCLUDE A DEPOSIT OF $
|If paying by Credit Card:
|Name as it Appears on Credit Card
|Type of Credit Card
|Credit Card #
IMPORTANT COPY GUIDELINES
• Strong opening
• Simple reading
level and grammar.
• Sell user benefits.
Appeal to emotions, self-interest.
• Describe products
in way that substitutes for seeing, touching, etc.
• Take nothing
• Repeat key points...several
• Use specifics...not
• Say as much
as you can, that will sustain the prospect's interest.
• Tell why your
campground is reliable.
• Use testimonials
from satisfied customers.
• Generally avoid
humor. It can misfire.
• Don't "knock"
competition but do tell why product is better.
• Guarantee satisfaction.
• Ask for the
• Important words
to shout: FREE, GIFT, SPECIAL, YOU, SAVE, HOW TO, TRIAL, NEW,
IMPORTANT ART GUIDELINES
• Art can create
mood and feeling of excitement, luxury, bargain, urgency.
• Make product
look appealing, exciting.
• Photos of products
and people are usually more effective than illustrations.
• An unusual illustration
can be an eye grabber. Yogi is your best asset in getting your
• Type must be
easily, instantly readable. Watch size, complicated faces, overprinting,
• If something's
important, don't be subtle about it.
Helpful Glossary Terms
The basic unit by which newspaper advertising is sold. There are
14 agate lines to the inch. A line length may vary depending on
the width of the column. An agate line is also a line printed in
Method by which a publication is bound. See "fold out"
and "saddle stitch."
A condition where printing on one side of the paper can be seen
through the other side. Also printing that extends to the edge of
the paper. See full bleed.
The text of an advertisement. Also the text of a brochure.
When an advertisement or brochure or other material to be printed
is completely finished and ready to go to the printer to photograph
to make negatives and plates.
Advertising listed by category. In tourism, it is usually listings
of states, regions, or counties.
Type that is set by mechanical or photographic means. See "hot
A measurement of advertising one column wide by one inch high.
A printing process where lettering appears white in a photograph
or in a solid colored background. Used when the background is too
dark to print over it.
Reproducing a black and white photograph by using two colors of
ink to give it a warmer, more outstanding look.
In printing, the copy extends to the edge of the page on all four
Flat Finish Size:
The size of a brochure after it is trimmed and before it is folded.
A publication which is printed on a sheet and then folded as the
In advertising, the large print at the top of the ad designed to
catch the reader's attention.
Type that is set by lining up a number of letter molds and filling
them with lead. It makes a solid line of type.
printing, setting type in lines the same length by adding spaces
between the words.
Allowing more space between lines of type. So called because in
the days of hot type, lines were separated by thin strips of lead.
A type of printing still used by large metropolitan newspapers.
The type consists of raised lettering which presses directly on
National Campground Owners Association. The association of the private
Processed film. The printer photographs the copy to be printed and
makes a negative. The negative is then used to make the printing
A printing process used by most smaller newspapers and for nearly
all print material work. Plates are flat with the printing photographed
on them. Ink will adhere only to the printing and is repelled by
the rest of the plate. The ink is transferred, or offset, to a second
roller. The second roller transfers the ink to the paper. It gives
a higher quality print than letter press.
The completely finished camera ready ad or brochure which will be
photographed by the printer and made into printing plates. Sometimes
The unit of measurement in a line of type. Column lengths are measured
in picas. There are 12 picas to an inch.
Sheets of aluminum which carry the type and photos and are put on
the printing press.
Measurement of the height of type. One inch is approximately 84
Refers to the place on a page where the ad appears.
The printing of full color pictures. Four colors - black, magenta,
cyan and yellow - are used. Each color is printed on the paper separately.
A photographic print made of a completed ad or brochure and given
to the customer to check for needed corrections.
Type set in lines of varying length. Not justified.
An advertisement for an established product or service which reminds
the public of its existence.
Copy, photos or drawings ready to be placed on mechanicals.
Run of Press. A display ad which can appear in any section of the
Run of Schedule. A commercial on radio or TV which is run at various
times throughout the day at the discretion of the station management.
A method of binding printed material in book form; the pages are
stapled together at the fold. The fold side of the book is known
as the saddle.
A plain type face without embellishments. Also called gothic type.
The vertical, horizontal and curves of the type have uniform width
with no flare at the ends.
A photograph which has been converted into dots representing the
gray areas of the picture so it will print as a picture of shades
of gray. In unscreened prints, the shades of gray over a certain
density will print black, and under the density pure white.
Also known as Roman. Type which is characterized by flares at the
end of vertical lines of letters. Curved lines are thicker on the
sides than on top and bottom.
The space at the bottom of an ad containing the name, address and
telephone number of the sponsor. Also those pages of a book which
can be printed on one sheet of paper in one pass through the press.
A second color used in printing but which does not mix with the
other color to form a third color. The second color of a two color
A paper of higher quality used in printing. It comes in different
patterns, colors and thickness.
See "Screened print."
The area of a display ad where no copy appears.
Why offer coupons/discounts?
Use of these two marketing
tools has become an integral part of our camping industry and
For campground operators,
the effective use of a comprehensive coupon/discounting program
will result in enhancement of our campground profit picture.
These increased profits are necessary if the campground industry
in the United States is to achieve financial stability.
The planned implementation
of a discount/coupon program is one of the necessary management
tools which campground owners and managers should seriously
consider. It serves...
• as a means
of retaining the repeat business of current customers
• to entice new customers to camp at your facility
• to enhance on grounds profit center profitability
• as a means of increasing rates without experiencing
a loss of revenues
The elements of a successful
Must be comprehensive.
• The coupon/discounts
should be available to every guest.
• The program should be designed to both induce guests
to come to your facility and then entice them to spend their
discretionary recreation dollar while on the grounds.
Must be flexible.
with the market.
• Staying abreast of current camping trends will allow
coupon/discount program to have a focus from season to season.
Must be able to evaluate
should contain a discount.
• Code the various offers for record keeping purposes.
Must keep your coupon/discount
program as simplified as possible.
• Needs to
be easily understood by your customers.
• Needs to be easily understood by your employees.
• The types of coupons for each profit center should
• Simplifications avoid the need for radical changes
during the season.
Must familiarize your
employees with the program prior to it commencing.
• Be sure
they not only understand the mechanics, but also the
• This will both increase their comfort level, but also
should commit them to .
• Keep them informed of the program's progress, this
will make your employees feel a part of the excitement.
How to formulate a
The ultimate goal
of any well defined coupon program is to increase revenues without
greatly impacting expenses. Essentially, couponing...
a realistic way to achieve revenue potential
• Provides an avenue to price items so that they are
• Increases volume which not only offsets the discount,
but also generates increased profits.
When developing a
couponing program, identify those profit areas in your Camp-Resort
which you feel are producing under their profit potential.
• Snack Shoppe
• Camp Store
• Rental Activities
to set expiration dates!
Distribution of coupon offers can
involve many different avenues.
• For discounts
on site pricing, it is advisable to distribute coupons through
Trade Shows, brochure distribution centers and RV dealers
to name just a few.
• For past customers, we suggest that you produce and
send a direct mail piece to them, personally encouraging them
to take advantage of the other.
• Coupons involving "on-property" discounts
can be distributed in the handout kits given to each customer
• Or you can directly offer a discount by advertising
daily or weekly specials through signage posted in conspicuous
places; registers, featured locations
and at other highly trafficked areas within your Camp-Resort.
Examples of popular
coupon/discount programs used in our system.
- Pay regular
price for Friday and Saturday and get Sunday free
- Weekly discount
on site rental, pay for 5 days and get 6th and 7th days
- Free daily paper
- Two sites for
the price of one
- Helps increase pre/post season occupancy
- Entices a customer to bring an RVing friend to the Camp-Resort
- Free souvenir
cup with the purchase of your favorite beverage (limit four
 per site rental).
- Free drink at snack bar with the purchase of a drink equal
size or larger.
- Daily/weekly special: free small drink with the purchase
of a sandwich.
- 1/2 hour free on any pay activity with the purchase of
- Buy one get one free - mini-golf play, pay activity.
- Free popcorn with the purchase of a drink each evening
during cartoons (limit one per individual per day).
- Produce a discount booklet which contains several of these
offers and distribute to registering campers.
just a few examples you can incorporate into your couponing
program. Remember: coupons are enticements...they are designed
to induce additional sales. Make the offers seasonally popular
and appealing enough to attract customers.
Put together an activities
calendar for a season, or a year in advance. Sell space to local
advertisers to pay the cost of printing and mailing. Local restaurants,
service stations, and attractions are good prospects for advertising.
for use at trade shows or any outside event you participate
in. If you have Yogi appear in a parade, this is a perfect time
to have him distribute the Special Events flyers.
When Answering Letters
When answering letters
from campers about rates, reservations, etc., include a flyer
or Special Events calendar.
RADIO: Spot announcements
of 30 or 60 seconds should be used to advertise special weekends
just prior to the event. These radio "spot" announcements
should be used as a tie-in with local newspaper advertising.
NEWSPAPER: Ads should be inserted from one to three weeks prior
to a particular "special weekend".
BILLBOARDS: Or painted bulletins (signs) that you own could
be adapted to contain "special weekend" information,
the information could go up for each different weekend but
make sure it comes down when the event is over!
Your local newspaper
and radio stations do have a "Calendar of Events"
section or programs that will accept special events, if the
events are not too commercial in nature. If you purchase "paid"
advertising the media in which you advertise will be more willing
to accept your promotion material to be run as stories or news
items. Most newspapers have "business sections", and
some radio stations have "business programs" where
articles about your business or activities will be accepted.
Invite newspapers to your events and the pictures they take
and stories they write will be beneficial to the overall park
At the Registration Desk
The clerks who man
your registration desk can do much to help promote your special
events. Several weeks prior to each event weekend, have them
hand out flyers advertising that weekend. Clerks should see
that every guest has a Special Event Calendar, and a flyer for
the next coming event. When taking reservations by phone or
in person, the clerk should mention those special weekends.
When a guest leaves, the clerk should remind him/her of the
next special event weekend.
- new 2003