Vision Marketing

Inland Northwest Ski Association

Vision Marketing began working with the loosely knit Inland Northwest Ski Association (INSA) on August 1, 1998, just ten months after INSA was formed. The marketing objectives of INSA were to promote awareness of snow sport opportunities within the Inland Northwest and directly increase the quantity of skier/rider visits and to grow the skiing/riding population.

Situation:

Newly formed association with a basic idea of marketing direction needed help in making an impact and a presence in the community.

Action:

Created a funding mechanism and then executed for INSA on three fronts; INSA corporate pass, INSA shop pass and INSA sponsorships.
Marketing programs conceptualized, implemented and executed for INSA include:
- Snow reporting via fax and e-mail
- INSA web site
- Advertising campaigns
- SnowNews, a 12 page newsletter distributed 3 times per year
- Database development for member mountains growing known skier data by 1000%
- 5th Grade ski free program
- EZ Ski or Ride 1,2,3 learn to ski program
- School PE program integration
- Promotional contests via media outlets
- Market wide promotions via Shell and Toyota

Results:

Skier visits have doubled in five years and are now averaging moderate growth each year. Funding of the organization went from a beginning of $10,000 to a budget just short of $200,000 annually.

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