This past spring, I worked with four peers from my Journalism 449: Research & Strategy class on a project for Travel Green Wisconsin. TGW is a state-run program designed to: protect the beauty and vitality of Wisconsin’s landscape and natural resources; and, educate travelers to Wisconsin about sustainable tourism practices. With grants from both the Wisconsin Department of Tourism and the University of Wisconsin-Madison, my group conducted extensive background research, including a focus group and survey posted on Surveymonkey.com. From this research, we devised marketing objectives, identified a primary target market, recommended a specific business positioning, provided rationale for this positioning, and offered tactical directions for executing this positioning. We presented this work to TGW in the last week of class.

1. Research Report and Campaign Strategy Recommendations Jon Whitely, Inc. May 6, 2008

2. Jon Whitely, Inc. 2 May 6, 2008

4. Research Report 4 May 6, 2008

7. The Survey 7 May 6, 2008

8. Awareness 8 May 6, 2008

9. Levels of Interest 9 May 6, 2008

10. TGW Preference 10 May 6, 2008

11. Green Travel Barriers 11 May 6, 2008

12. Difficulty Finding Information 12 May 6, 2008

14. Campaign Strategy Recommendations 14 May 6, 2008

20. Marketing Campaign Strategies 20 May 6, 2008

26. Implementation Timeline 26 May 6, 2008