STUDENT: 620032029

Fall colors of

Colonial Williamsburg

TABLE OF CONTENTS
! Vision!! ! ! ! ! ! ! ! ! ! ! ! ! ! 2 Context! ! ! ! ! ! ! ! ! ! ! ! ! ! 3 Busch Gardens! ! ! ! ! ! ! ! ! ! ! ! ! 4 Product! ! ! ! ! ! ! ! ! ! ! ! ! ! 5

Customer Analysis! !

Price ! !

Place! !

Promotion!

Brand Positioning! !

10

External Analysis!

11

Marketing Mix!

12-13

Implementation!

14

Conclusion! !

15

References! !

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Vision
Hundreds of American families flock to Colonial Williamsburg every year to celebrate and learn about their colonial history. While international visitors rush to Florida, New York, and California, very few have even heard of Colonial Williamsburg. The following marketing strategy is designed to bring forth new tourists from the United Kingdom. The product being offered is Fall Colors of Williamsburg. According to recent data in 2011, tourism has only increased 1% and total revenue has decreased relative to 2010 (2011 Financial Results). The vision is to bring forth family-oriented UK tourists to the Williamsburg area during October, which is Black History Month in the UK, so that they can learn about African-American history. Besides authenticity, the CW also offers a wide host of activities for families to engage in, including Busch Gardens Amusement Parks Howl-O-Scream, other historical settlements, and spa and golf activities. The trip will be packaged as a relaxing family get-away to a quaint, and picturesque Southern town.

2.

Context
Williamsburg is the only historical city today in connection with pre-Revolutionary and Revolutionary events that is capable of being restored to a degree without disturbing the day-today layout of the city (Goodwin). Other historical cites like New York, Boston, and Philadelphia are larger metropolitan cities where restoration to such a degree would not be feasible. There are at least seventy colonial buildings in a town surrounded by the untouched and unmarked countryside, whereupon a casual stroll, one can witness the struggle, and sacrifice of early American history (Goodwin). For example, a meeting held at a home in Williamsburg, then called Middle Plantation, propelled Nathaniel Bacons famous revolution. Through the generous contribution and scrutiny of Mr. Rockefeller, Middle Plantation was restored. Black history month, which originated in USA, was first celebrated in October of 1987 in Great Britain (The History behind Black History Month). Celebrations occur all over the UK, most prominently in London. However, the perspective the American south has to offer on it will be refreshing, and enlightening. Until around 1979, the role of African-Americans was largely ignored in the CW, even though they were half of the population of Middle Plantation (Kale). The history they have left behind is limitless.

3.

3.

Busch Gardens
The introduction of Busch gardens and the Great Wolf Lodge raised the accommodation as well as incentive for consumers (Destination is different now). Williamsburg maintains a low of 5% for international visitors (Where are our foreign visitors?). With the implementation of the Williamsburg Fall Colors strategy, there is hope that the number will further rise.

4.

Product.
There are three main components to the product: the splendor of Williamsburg in the fall, an interactive Black History Month experience, and family fun at Busch Gardens Amusement Park and other attractions. Namely the product is made of intangible experiences but there are multiple tangible components to it. For example, warm, delicious cider in Williamsburg is free when one purchases a mug their first time. The farmers market in Merchants Square, the central area, is open every Saturday morning and sells a wide array of food, art, wines, and household items. One may wish to meander along Duke of Gloucester street, which is the most historic avenue in all of America and take in the vibrant fall colors of the town (Duke of Gloucester Street).

Secondly, Williamsburg is not the least bit short in Black American History. The first time an African-American served in City Council was in Williamsburg. Visitors can watch re-enactments of a debate on slavery between George Washington and marquis de Lafayette, or the sermon of Gowan Pamphlet, the first pastor of the Baptist Church. They can meet actors who reflect the decisions blacks faced pre-revolutionary war, hear the story of Matthew Ashby, a mixed man who bought his family out of slavery, and see live the portrayal of daily life for a slave on a plantation (McKay). Tourists can visit the DeWitt Gallery to examine artifacts from the abolitionist movement, and the Wetherburns Tavern to learn about typical slave life with live actors that come with their own expert monologues (Kale). Besides those lesser known places, there are also a few spots in the main grounds of the town through the African American religion exhibit, which features the TaliaferroCole Stable where the First Baptist Church met, and more importantly, the Great Hopes Plantation, which hosts reenactments and gives insight into slavery on a tobacco plantation (Tour the Town). The viewer will be transported to the 1800s and earlier, giving them a true understanding of the history, and culture of that life.

Finally, Busch Gardens and other attractions, including but not limited to Golden Horseshoe Golf Club, Historic Jamestown, and other sightseeing locales like the William and Mary College, will add a fun twist to the vacation. Busch Gardens hosts an international Halloween festival every weekend from September to the end of October. With lively musicals inspired by Germany, Ireland, and more, it remains a very family-friendly place during the day hours (Busch Gardens Williamsburg's). Also, for the thrill seekers, it holds a multitude of haunted houses, including people around the park that regularly jump out and scare the visitors. It is truly a unique and scary experience not easily findable at other amusement parks.

5.

One way to segment the audience is with geography: American or International, namely the United Kingdom. However, based on consumer preferences and personality, there are the other three segments: History enthusiasts, travelers, and families. These three segments can easily interact but they also each emphasize a distinct proportion of the population. History enthusiasts are intellectually curious and typically flock to museums, authentic locations, and history presented in different perspectives. In terms of demographics, they range from 18 to 45 and older. Further examining this segment, there seems to be another subdivision. Proponents of Black History are those who are actively involved in activist movements or maybe distantly related to the civil rights leaders of the late 1900s (Volpert). Some of them are academics, and almost all of them are knowledgeable about African-American history. Demographically, they tend to be older than 25, and well educated. They believe that black American history is integral in education and keenly seek out historical papers, research, and art about the specific topic. Although this is a nice market, it should be capitalized upon.

Travelers are leisure and adventure seekers usually between the ages of 18 to 35. The consumers in this section seek destinations that are not overly commercialized, maintain validity, but also offer unusual experiences. They will love seeing the unearthed exhibits about the history brushed under the rug by white supremacy. Most of them are also thrill-seekers that are looking for soft-adventures, which they can easily find through roller coasters, historical reenactments, and eccentric traditions.

Families will be the main objective for this particular product. Usually this group of customers seeks safe, and family-friendly activities to do with kids. For this reason, the rather graphical accounts of history will not be appealing to this audience. They will enjoy, however, the character interaction, and amusement parks.

Customer analysis
6. 10.

Price
Keeping with the current trend of offering a valuable package, pricing will be dependent on the number of days the family will stay. The median hotel price for a single person for a single night is $102 (The Revolutionary City). In order to appeal to a family however, a competitive price of $95 per night per person will be offered, which will include a daily breakfast, spacious bedroom, free admission into the art museums, golf resort, and historical exhibits in the area, and a discounted ticket for Busch Gardens and the spa (The Revolutionary City). The location of the hotels as well as their historical tavern appeal will be an ideal way to explore the colonial past.

7.

Place
Williamsburg is high in terms of validity and authenticity. Having been though all the pages of history it will display, there wont be any sense of a veneer. The natural fall colors and other events will only add to the appeal of a Black History month.

8.

Promotion
Different levels of promotion are needed for every target segment. In order to appeal to British and other international visitors, the placement of international actors visiting the Williamsburg area will be necessary. Ads will be placed in popular travel magazines, including but not limited to Conde Nast, Essentially America, Lonely Planet, and National Geographic. Since it has been successful in the past, CW will also host groups of travel writers from Europe who will then write articles back home (Where are our foreign visitors?). The bigger focus will be on TV ads. To further highlight the sense of warmth, the TV ads will include scenes of families at breakfast together, in the famous stocks, and around Merchants Square. The ads will use bright lighting and soft music as well as allusions to famous historical events. To target the travelers, the interactive experience with characters and authentic places will be highlighted. Scenes of unique Williamsburg traditions accompanied by action shots in the amusement parks will satisfy the adventurous spirit of this segment. For the history enthusiasts, there will be many ads revolving around a single character, urging the tourist to find out more about the history of the man, woman, or child spotlighted in the ad. An additional marketing campaign will be one concentrated on celebrity endorsement. Celebrity placement will be particularly helpful here since it will draw initial viewers. Examples of celebrities to use include Stephen Fry, Ricky Gervais, Julie Andrews, Hugh Laurie, and Helena Bonham Carter. These celebrities are most internationally exposed and will add a comical twist to the advertisements, helping with the light-hearted objective.

9.

The main tag line for the product will be See history come alive in color. History and color will be the main pillars of brand positioning. The whole appeal is based on seeking a clientele interested in learning, especially about black history in southern Virginia. The color will have two main facets to it: the link to the transformation in history that occurred, taking America from its backward black-and-white days to the colorful diversity it celebrates today, and the fall colors vibrant all over the town. Customers should associate Colonial Williamsburg with saturated hues and the warmth of autumn. The brand will be enforced not only with the physical exhibits and location but also the people. All of the actors have genuine passion, as well as immense acting credibility, for their characters. Since they are under a strict contract to always remain in character, families are provided with numerous whimsical moments where they will encounter the characters in a Starbucks line or simply strolling around the college whereupon the actors will act perplexed at the technology around them. Unique things like this will help history come alive.

Brand Positioning
10.

External analysis
To remain a force in the market, there should be focus on the social, political, economic, and technological environments beyond control. By keeping abreast of constant change in the environment, the company will be well equipped to proactively deal with arising issues. With the rise in communication technology, it is now easier for the global economy to remain integrated. The increase in ease of online booking will make the industry more efficient, and foreseeable for the tourism department and the tourist (Martin). Users will easily be able to compare holiday deals, airline prices, and accommodation deals. This provides Colonial Williamsburg with an opportunity to offer a competitive package.

Social implications important to consider are the consumers greater awareness of tourism choices available, a demand for a higher value for money, and more flexible leisure time (Martin). While the uniqueness of the southern American experience will give some weight, the sheer number of international destinations will present a threat. The increase in overall leisure time will, on the other hand, help CW because now there will be more time available for customers to explore lesser-known destinations such as this.

In terms of environmental implications, the weather around Williamsburg could be better. In the past two years, two major hurricanes have affected the area significantly. Irene led to a huge loss during Labor Day weekend, a critical period for Williamsburg tourism. Since fall season is usually hurricane season, tourists will want to be more careful since the recent high-profile weather coverage left a small stigma for the American east coast to deal with.

North America is one of the top tourist destinations in the world because of its overall political stability. This lack of political turmoil will encourage visitors to idyllic, safe havens like Williamsburg and decrease the competition it may have with exotic locations like India, Thailand, Egypt or Greece (Neumayer)

Consumer spending patterns have changed due to the recent recession and unemployment that has plagued the American and world economy. The consumer mindset has changed and now they are looking for a better value overall (Cawley). This economic impact will stand as a threat to the CW since consumers are limited in their use of disposable income.

11.

FALL COLORS OF WILLIAMSBURG PRODUCT

Authentic location

International Halloween

Black History Month

FALL COLORS OF WILLIAMSBURG PRICE

Museum entry

Complimentary breakfast

Tavern Accommodation

FALL COLORS OF WILLIAMSBURG PLACE

Picturesque Fall colors

Original Slave Plantation

Historical reenactments

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16.

FALL COLORS OF WILLIAMSBURG PROMOTION: Initial Phase

Travel Magazines

TV Ads

Celebrity endorsement

FALL COLORS OF WILLIAMSBURG PROMOTION: October, UK Black History Month

FALL COLORS OF WILLIAMSBURG PROMOTION: three target markets

Historical enthusiasts

Travelers

Families

13.

Implementation
The Fall Colors of Williamsburg ad campaign will start to run from early August. This campaign will include TV and Internet ads, initially raising consumer awareness of our product. Celebrity endorsement will be particularly heavy at the beginning and then begin to fade out once the product is more recognized. In October, aggressive advertising of Black History Month will begin for the United Kingdom. By utilizing social networking sites with historical anecdotes, there will be customer interaction and feedback while spreading the CW brand name. In order to be featured in articles around the world, contacts with history, family, and travel magazines must be greatly utilized. By using celebrities and social networking, the younger crowd of 18-25 can easily be targeted. The TV, and travel ads will certainly hit the older bracket of 25-45 and older as well.

14.

Conclusion
Potential problems that could arise include unforeseen weather problems, and an abundance of visitors, thus limiting the resources available to assure the quality for all. Unfortunately, these issues can be addressed only when they occur. All you feel is unease, writes a traveler who saw the one-room slave cabin on his visit (McKay). Since the product being offered is being marketed as a getaway to a small southern town, tourists will want it to be pleasant. However, there is the potential problem of discomfort, guilt, or even disgust upon hearing some of the tragic stories. But to sugarcoat the exhibits would be nothing short of censorship and disrespect. Art is meant to disturb the ignorant. The reason tourists come will be to see authenticity, to see history come alive before their very eyes. To deny them the right to learn and experience the hardships and the reality of the olden age is wrong. The true color of Williamsburg will be shown to those who wish to see it.

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References "2011 Financial Results." Financial Results : The Official History Site. Colonial Williamsburg Foundation, 2011. Web. 03 Dec. 2012. <http://www.history.org/Foundation/Annualrpt11/financial.cfm>. "Busch Gardens Williamsburg's." Williamsburg Vacations. Williamsburg Vacations, n.d. Web. 01 Dec. 2012. <http://www.williamsburgvacations.com/howl-o-scream>. Cawley, Jon. "Williamsburg Facing Tourism Challenges Head-on." The Daily Press(2011): n. pag. The Daily Press. 15 Oct. 2011. Web. 03 Dec. 2012. <http://articles.dailypress.com/2011-10-15/news/dp-nws-williamsburg-tourismfolo-20111015_1_colonial-williamsburg-tourism-alliance-virginia-tourismcorporation>. ! "Duke of Gloucester Street." Duke of Gloucester Street: HISTORIC SITES & BUILDINGS. The Colonial Williamsburg Foundation. Web. 03 Dec 2012. <http://www.history.org/almanack/places/hb/hbduke.cfm>. Goodwin, W.A.R. "The far-visioned generosity of Mr. Rockefeller." Colonial Williamsburg. Winter (2000-2001): n. page. Print. <http://www.history.org/foundation/journal/Winter00_01/vision.cfm "The History behind Black History Month." Black History Month. Southwark Council, n.d. Web. 02 Dec. 2012. <http://www.southwark.gov.uk/info/200157/festivals_and_events/1114/black_hist ory_month/7>. Kale, Wilford. COLONIAL WILLIAMSBURG PUTS SLAVES' ROLE IN FOCUS. Richmond times-dispatch 21 Sep 1986: C. Times Dispatch Pub. Co. 04 Dec 2012. Martin, W.H., and S. Mason. "Social trends and tourism futures." Trans. Array Tourism Management. . Issue 2Elsevier Ltd., 1987. 112-114. Web. 11 Dec. 2012. <http://www.sciencedirect.com/science/article/pii/0261517787900124>. McKay, Gretchen. Colonial Williamsburg spotlights its black past. The San Diego uniontribune (1992) 19 Jul 2009: I.1. H.K. Copley. 04 Dec 2012. Neumayer, Eric. The Impact of Political Violence on Tourism. Publication. London School of Economics and Political Science, n.d. Web. 06 Dec. 2012. <http://www2.lse.ac.uk/geographyandenvironment/whoswho/profiles/neumayer/p df/article%20in%20journal%20of%20conflict%20resolution%20(tourism).pdf>. "The Revolutionary City." Colonial Williamsburg: Be Part of the Story. Colonial Williamsburg Foundation, n.d. Web. 07 Dec. 2012. <http://www.colonialwilliamsburg.com/do/revolutionary-city/>.

"Tour the Town." Tour the Town. Colonial Williamsburg Foundation, n.d. Web. 01 Dec. 2012. <http://www.history.org/almanack/tourTheTown/flash.cfm>. ! Volpert, Alexandra. Living in a History Museum: Local Perspectives On Colonial Williamsburg. MA thesis. College of William and Mary, 2011. Williamsburg: Web. Vaughan,(Steve.(Destination is different now. The Virginia gazette (1930) 10 Oct 2012: null. J.A. Osborne. 04 Dec 2012. ! Vaughan,(Steve.(Where(are(our(foreign(visitors?.(The(Virginia(gazette((1930)(26(Sep( ( 2012:(null.(J.A.(Osborne.(06(Dec(2012.( ! !