Lake Shelbyville Tourist Attraction Case Study

 

Hypothetically, the Shelby County Visitors Center is trying to do some target marketing in preparation for the summer season. They want to find out which segment of the population is most likely to visit the lake and launch a marketing campaign aimed toward them.

We would answer the following questions by building specialized reports and maps to help them build their case:

 

Who enjoys the types of activities that are available in the Lake Shelbyville area?

Through the use of Community Tapestry segmentation, we reviewed all 65 market segments to find the segments that would be the most likely to visit Lake Shelbyville.

The 65 market segments of the Community Tapestry segmentation system classify U.S. neighborhoods based on their socioeconomic and demographic composition. Segments are combined to identify

To view the summary of Tapestry Segments click here.

We found three segments that would be the most likely to patronize the Lake Shelbyville area, but for ease of this example, we will utilize only one of these: Segment 17 Green Acres. Click here to view profile of Green Acres segment.

 

Where are Green Acres neighborhoods located within a reasonable driving distance from Lake Shelbyville ?

Through generating a Dominant Tapestry Map of Illinois, we were able to easily see which counties were dominated by Green Acres neighborhoods.

Dominant Tapestry Map

The Tapestry maps and reports provide powerful information to better tailor your messages to America's diverse consumer markets, identify your best markets, reach those markets more effectively, and define the products and services preferred by your consumers.

Tapestry helps reveal your customers and your markets, enabling you to find more like them. Use Tapestry to

  • Evaluate current and potential sites.
  • Target direct mail campaigns.
  • Use customer preferences in developing new products.
  • Expand sales territories.
  • Plan media campaigns.
  • Target advertising by segment.

 

How do I best market to this audience?

Through utilizing the profile of this segment, the Visitors Center knows that this group enjoys water sports and mountain biking

and enjoy listening to news-talk radio and reading fishing, hunting, and motorcycle magazines.  They also watch TV by satellite dish and the type of TV they enjoy watching includes skiing, motorcycle racing, equestrian events, and bicycle racing.  Their favorite station is the Speed Channel. Marketing dollars should be spent on advertising on these types of media outlets.

Direct marketing pieces should be sent to the neighborhoods in which this market segment resides.  For example, Menard County is prevalent in Green Acres neighborhoods, so if we generate a Dominant Tapestry Map of Menard County zip codes, then we find which of the zip codes contain the Green Acres neighborhoods.  We can also segment into census tracks, counties, communities, or distance or time radiuses around specific locations.

 

    

For more information contact:

Trisha Mason, Executive Director ECIDC

Phone: (217) 540-3517