Adirondack Millennial Guidebook

&
A Guidebook for
MARKETING THE ADIRONDACKS TO MILLENNIALS


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The numbers are impressive: The 83 million Millennials now exceed the population of Baby Boomers, and they make up one-quarter of the U.S. population (and a third of the employees at The Wild Center). About 30% of Millennials are now over 30 years of age, so they are getting settled in their careers, having children and planning vacations. At The Wild Center we noticed there weren’t many Millennials among our visitors, and we wanted to igure out why because the ones who did visit had a really good time! We believe that if we can get more of these young people to come to the region, we can inspire the next generation of Adirondack enthusiasts and promote a more robust regional tourism economy.
The Wild Center decided to do a study to igure out how to attract Millennials. We asked others in the New York North Country’s tourism and hospitality industry to join us, with the support from a Market NY Grant, The Wild Center hired a irm that specialized in this segment—Schireson Associates of New York, NY. I strongly encourage you to review the study summary before using this guide as it contains a ton of useful information. For example, the study explains why it’s so important to have a good website, and that you really need to make sure people can use your website on mobile phone devices (because most people decide where to eat, what to do, where to stay, and book a room right from their phones). These indings highlight why we must continue to push for universal high-speed Broadband in our small communities in the Adirondacks if we expect to compete in today’s economy. The study results also highlight the types of events, food and activities (hint—quirky) Millennials are looking for—so check it out. Most importantly, the study offers insights on how to best market this region to this important group. To review the indings, search “Wild Center Millennial Study.”
We are on Phase Two of the project. Schireson’s indings are given practical application in this Guidebook designed by Trampoline Advertising & Design Co. of Glens Falls, NY. Trampoline has come up with wonderfully creative templates to demonstrate in concrete ways how to use social media and other forms of marketing to get the word out about your business, organization, event, or activity.
Phase Three will be up to you, the individual business owner, town, chamber, or other interested party. If you decide to use this information, you can go at it alone, work with your County Tourism Promotion Agent or Agency (TPA), hire a design agency, or some combination. What you do with the study information and the tools presented in this Guidebook is your choice. The ideas in this Guidebook are up for grabs. We hope you will emulate, modify and/or expand on the concepts presented. Our sincere hope is that if each of us individually work to incorporate some of the indings and the advice offered, then collectively we can move the dial and spur increased tourism and positive economic growth for the Adirondack Region and in turn New York State.
Good luck on your journey,
Hillarie Logan-Dechene The Wild Center
May 2016
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Listed below are the oficial I Love NY Tourism Promotion Agents for counties in the Adirondack region.*
ADIRONDACK REGIONAL TOURISM COUNCIL
Ron Ofner
[email protected]
CLINTON COUNTY
Kristy Kennedy
[email protected]
ESSEX COUNTY
Jasen Lawrence
[email protected]
FRANKLIN COUNTY
James McKenna
[email protected]
HAMILTON COUNTY
Michelle Clement
[email protected] *As of May 2016
LEWIS COUNTY
Anne Merrill
[email protected]
ST. LAWRENCE COUNTY
Brooke Rouse
[email protected]
WARREN COUNTY
Joanne Conley
[email protected]
TOWN OF WEBB/OLD FORGE
Mike Farmer
[email protected]
Contact List:
Adirondack TPAs
The I LOVE NEW YORK program, administered by Empire State Development’s Division of Tourism, is yet another tourism industry resource. I LOVE NEW YORK manages iloveny.com which shares its events and destinations database with the I LOVE NY mobile app. I LOVE NEW YORK also directs a prominent social media and PR program, making it a great partner for spreading your message.
Contact I LOVE NY at: [email protected]
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TABLE OF
Contents
6 Introduction
8 What to Know About Millennials
10 What to Know About the Adirondacks 12 Let’s Talk About Social Media
14 What Options Make Sense for Me?
26 Advertising Strategies
32 Measuring Success
34 Advertising: Anatomy of a Successful Ad
36 Creative Concepts: Thinking Like A Millennial
38 Connectivity
42 Food & Beverage 46 Overwhelmed
50 Options
54 Worth
58 Lodging
62 Endorsements
66 Amenities 70 Vastness
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#Welcome
to your
Guidebook
Just like you provide your customers with a welcome book, a brochure, or rack card, we are providing you with an introductory guide to Millennials: how to get them to the Adirondacks, how to get them to your business, and how to get them to keep coming back. It’s a lot of data, but don’t worry—this guide is short, to the point, with helpful pictures and graphics—it’s something you’ll want to share.
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Allow Me to Offer a Quick Introduction:
I’m Cara.
I’m a 25 year old Millennial, I work at Trampoline, and I have lived in Glens
Falls most of my life. This guidebook was created by a team of Millennials and non-Millennials from The Wild Center, Schireson, and all of us at Trampoline. The goal is to get Millennials to the Adirondacks, to visit your business, town, or organization and to come back again and again.
Can I tell you how weird and strangely fascinating it is to do extensive research on Millennials, when you are a Millennial? I should mention that I’ve been doing this research for years now, because Millennials play a huge part in advertising and are as ever-changing as the technology around us.
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The thing is, you can’t stereotype us and you can’t ignore us.
80 2.4
million
billion
Millennials in the US
Millennials globally
40%
50%
larger
larger
than X’ers
than Boomers
We are a generation that spans 19 years: some of us are in high school and others are moms and dads in their thirties. Because of the era we grew up in, there are key differences between us and other generations that need to be taken into account when marketing your business to Millennials.
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Here’s what you have to know about Millennials:
Experiences are so valuable to us.
REASON #1
We grew up during the recession and many of us are dealing with student debt. As a result, we spend less on luxury possessions than previous generations and we use experiences to help define who we are.
REASON #2
We can share those experiences with others. Sometimes we choose to take on an experience just so that we have something to post and share with others.
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We’re sharers, and not just with pictures.
Because conspicuous consumption hasn’t been a big part of our lives, people have created more opportunities for our generation to share. We’re sharing cars though services like Zipcar, we are sharing our houses and apartments through Airbnb, and we are open to having a complete stranger crash on our couch with services like Couchsuring. Chances are, after we share we are going to share yet again by posting those experiences online.
We base a lot of our decisions on recommendations.
Recommendations from our friends, from online reviews, and from trusted sources. What we consider as a trusted source can vary from a celebrity endorsement to a hashtag.
of children born today are born to Millennial moms.
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A lot of us have kids!
86%


When it comes to the Adirondacks:
We’ve heard about the Adirondacks and want to visit.
86% of Millennials polled have heard of the Adirondacks.
But how?
We don’t know enough about the Adirondacks, we don’t know where to start planning, we’re not getting enough recommendations and it may be too far, too wild, and too uncivilized without enough activities to make it worth it. Millennials’ awareness of the Adirondacks includes mountains, nature, hiking, camping, beautiful lakes, etc. But where are the amenities? The WiFi? Where are the activities for the indoorsy? What if we don’t have all the gear to go camping? If we have kids, can we find a place that accommodates their needs?
Our understanding of the Adirondacks is that it’s a place to get deep into nature, it has a huge variety of outdoor activities, and it’s a place to get away and unplug. That all sounds great, but businesses need to factor in Millennial interests and why we choose a destination.
Only 23% of us would consider ourselves an “outdoors person,”
only 38% travel more for sporting/outdoor activities than anything else, while 62% travel for leisure and cultural activities.
flf89%
of those would like to visit in the future.
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Let’s shift the focus to what Millennials don’t know about the Adirondacks.
Millennials surveyed don’t realize the Adirondacks offer opportunities to learn new skills and make things, to visit craft breweries and wineries, that there are unusual and quirky experiences, and an emerging food scene. Millennials are 50% more likely to be aware of the outdoors than they are about the other experiences in the Adirondacks. This perception hurts the Adirondacks; it’s critical that businesses promote experiences Millennials look for to deine themselves. Did you know some of us consider shopping at the farmer’s market “outdoorsy?”
Ignoring the 23% of Millennials that consider themselves “outdoors people” is self-defeating. They’re likely already visiting the Adirondacks to go hiking and camping but may never set foot inside a business while they’re here because they don’t know the whole story.
We are pushing the outdoors side when only 23% of Millennials consider themselves “outdoors people.”
Find the other 77% and bring them to the Adirondacks, and also let the outdoors people know about the realy awesome stuf to do after their outdoor adventure.
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Let’s Talk About Social Media:
Social Media is an arena that gets a lot of attention by Millennials for consumption of news, reviews, and community, and for businesses with the question, “Are you on social media?” We are going to lay out a few ways to begin to participate on social media, but a couple of things to keep in mind: As you pursue your foothold in social media, it can be a long, plodding climb. It will take time, effort, and resources to build followers and establish a noticeable presence. Lasting friendships don’t happen overnight, and neither does success nor notoriety within the social media landscape—but the time and effort you put in will be rewarded in the long run. Victory is when your best advertising is the word of mouth that happens on social media by your fans.
How exactly are Millennials using social media?
They look for endorsement of destinations. Their preference
is that credibility comes through organic chatter.
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What is organic chater?
This is the part of the story that is told outside the conines of traditional website boilerplate or brochure copy. It’s shares on social sites, reviews told in pictures; it’s what we used to call word of mouth—the only signiicant difference is that now it happens online and in real-time. However, cultivating this kind of presence does not happen overnight, yet there are things that can shorten the distance between relative anonymity with Millennials and brand recognition.
It used to be that the Better Business Bureau or Chamber of Commerce were the irst places to go to research a company. Chambers still play a role in the chain of information used in decision-making, offering a secondary level of organic chatter, but Millennials will go to their core circle of inluencers irst.
Who are the core inluencers? Where are they?
How do you get on their radar?
To answer these questions we need to move into social media. Here are a few tips before we start—
Investment:
Maintaining a social media account can require a signiicant time investment. It also demands creativity and endurance.
Authenticity:
Don’t over-promise. Identify and promote a compelling and honest hook.
Assessment:
Is there a resource on staff or someone who loves social media? Does beautiful photography exist?
Restraint:
Don’t do it all.
Don’t lecture.
Don’t make it all about you.
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What Options Make Sense for Me?
Let’s talk about the options out there, understanding that this landscape can shift quickly. Sharing platforms can come onto the scene with an enormous bang, attracting hordes of users, but then six months later fizzle out, either by users dropping it for a new app, funding running out, or any number of other things. Change and a need to adapt will never go away. This list is for this particular moment in time and to get started.
The reality is that not every social media platform or channel will be a fit; Millennials can smell a fake a mile away. Here’s an example: A group of Millennials were talking about where they’d like to see brands. Inevitably the non-Millennials asked the question:
Should we be on Snapchat?
The response was immediate.
“Uh, depends. It would be weird to see like, my gym, on Snapchat. That’s not why I use it. I go to Snapchat to talk to friends, it would be weird if an insurance company was on it. Instagram is better for that.”
The key is remembering that just because Snapchat may not be a fit for your business doesn’t mean Millennials are out of reach.
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At the core of social media endeavors should be a trueness to self.
Social media may be a new space, but it’s still real life. Doing it poorly is every bit as harmful as not doing it all—perhaps even more so. Things you can do: share what other people are posting (with correct attribution, of course), respond to feedback of all kinds, and be yourself.
What about photo and video?
Okay, so you’ve got a great photo. Now what do you do with it? Coming up in this section, we’ve provided image sizing guidelines for some of the most popular social media platforms. Tip: If you want your photos to look their best, make sure you consider resolution (how sharp the image is) and composition (how the image ills up the space). Today’s smart phones are a great resource for taking photography—just make sure your settings are set to the highest quality possible. If you are taking video on your phone, consider what format works best for where the video will ultimately live. For instance, for a YouTube video post, shoot in a horizontal format— this framing will match YouTube’s layout.
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Facebook continues to be the largest social network. Admittedly its user base has shifted over time, but currently 87% of people age 18–29 use Facebook. The changing nature of Facebook’s algorithm, which is essentially the sorting formula they use to decide what users see in their feed, means that there is no guarantee that people will actually see what you post. It becomes important that what you post is thumb-stopping—content that literally stops a Millennial’s thumb while scrolling through their news feed.
The idea is to engage the audience, not simply broadcast information to them. Doing it right improves your chances in the algorithm.
Do:
• Spend time selecting a cover photo
• Change cover photo periodically
• Make sure profile photo is sized correctly
• Ask questions
• Invite participation
• Find ways to involve people or have them feel invested in what is shared
• Share photos and user-generated content
• Respond to people
• Spend time commenting
• Create photo albums
• Consider an editorial calendar to stay consistent
Don’t:
• Steal content
• Post more than a couple of times in a day • Be afraid to run ads or boost posts
Things to consider:
Photos do very well, but don’t post photos just for the sake of posting. Is it beautiful? Does it stir emotion in people?
Is content being phrased for the potential audience?
The more consistent the posts, the more engagement your audience is likely to have. This doesn’t mean posting 10 times a day—that’s more Twitter speed, which we’ll get to next. It means try to check in at least once a day, see if there are comments or likes, check the news or weather to see if there are ways to align services/products/experiences with things people are talking about and what’s happening at that time.
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PROFILE PHOTO:
180 x 180 px
Make sure this image is true to your business. Consider using your logo in a creative way. This is the image that represents you the most—it appears on your page, but also as a small thumbnail when you post and comment.
DESCRIPTION:
Short and sweet with clear purpose of what is being featured or promoted/offered.
COVER PHOTO:
851 x 315 px
Show an insider’s view into your business— make this attention-grabbing.
SHARED IMAGES:
1200 x 630 px
Make sure your images look crisp when uploading.
OTHER DIMENSIONS:
If you want to use the maximum space allowed, upload a square photo at least 470 px wide. However, your images can also be horizontal or vertical. Images may be displayed in a collage style when uploading multiple photos at the same time.
A FEW TIPS:
When posting, consider showing a mix of people and non-people shots. To generate the most engagement, keep your posts short and express positivity.
HIGHLIGHTED
IMAGE:
470 x 470 px
To utilize maximum space.
SHARED LINK:
470 x 246 px
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(desktop homepage view)


Vocabulary:
Tweet – A post that is sent out. Must be 140 characters or less
Retweet or RT – A post that you reshare
DM – Direct message, can only be sent between people who follow each other
HT – Heard through
Via – Similar to HT
Subtweet – Passive aggression Twitter-style, a tweet that complains about someone without using their username
Thread – A conversation on Twitter
Feed – The tweets from the people you follow
Lists – You can assign people you follow into different groups and see what just that group (list) is tweeting
Usernames are limited to 15 characters and tweets are limited to 140 characters, which includes spaces. Learning to fit within that boundary can take some getting used to, but it also helps eliminate unnecessary descriptions. Tweets with photos are more likely to be RTed (retweeted).
Programs like Buffer enable scheduling posts, which means that a large part of writing tweets can be done ahead of time.
Do:
• Explore Twitter to find people to follow
• Consider Twitter a conversation and not a lecture
• Add Twitter to phones to allow for tweeting in the field, etc.
Don’t:
• Ignore people who tweet at you
• Create an automatic direct message to send to new followers
fWHAT’S UP WITH #HASHTAGS?
Like them or not, hashtags are a necessary way of communicating online. A hashtag is a word or phrase (no spaces) preceded by a hash or pound sign and used to identify messages on a specific topic. A hashtag functions to categorically associate your post with others like it pertaining to the same topic. They were originally developed by Twitter for just that—organizing and categorizing conversations. Three tips: keep it simple, be relevant and be specific.
Here are some examples of successful hashtags: Let the weekend begin! #TGIF
There’s more than #mountains in the #adirondacks. Come see all there is to discover. #restaurants #museums #waterparks #sixmillionreasons
18 Wearing socks with Crocs is so stylish. #kidding


HEADER PHOTO:
1500 x 500 px
Similar to a Facebook cover photo, this image is laid behind your Twitter proile photo.
PROFILE PHOTO: 400 x 400 px
SHARED IMAGE:
440 x 220 px
(desktop homepage view)
WHEN DO I USE @MENTIONS?
While hashtags are used to identify topics, using @ is a way of talking to someone or for mentioning another user or business in a tweet or comment. @Mentions will show up in your timeline, will be seen by other followers, are searchable, and show up in the inbox of the person or business you @mention. Something to keep in mind: If you @mention in the beginning of a tweet, it won’t show in other people’s feeds.
Some successful ways to use @mentions:
Thanks for a great weekend @wildcenter!
Shout out to @designtramp for our awesome new logo!
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Instagram has been a preferred space for Millennials, and others, as they drift from daily Facebook use, often chased out by the game invites, ads, and rants that can dominate Facebook. While there is a desktop component to Instagram, it is primarily a mobile-first app, meaning you can only post from the app on a mobile device. The beauty of Instagram is it allows for editing within the app, tagging friends, sharing locations, and also opting not to interact. There is a term in social media: lurking, which essentially means to look and listen without participating. When businesses, locations, or even clothing trends begin to show up on Instagram, they are frequently embraced and the exponential growth is staggering. Instagram is the stage to invite people in; make them want to be inside the frame. This is at the heart of organic storytelling.
Do:
• Keep in mind that Instagram is best suited for square images, but there are options to make a horizontal or vertical image work
• Develop a visual personality, whether it’s a quality of light or filter, or identifying a unique perspective. Each photo is a conversation, so try to keep the story interesting
• Consider the rule of thirds. Think about the square being broken into three parts and what you see in each one
• Use hashtags, locations, and tag people as it makes sense
• Make up to 60-second videos
• Help people picture themselves there
Don’t:
• Over edit photos
• Post 10 photos a day
• Forget that the photos are for the audience—it’s about them, not you
Things to consider:
People visit Instagram to be entertained, inspired, or informed; if your posts do none of this people will unfollow you. When Instagram is used to its fullest capacity it creates connections to and affinities for people and places. A photo has the potential to be the spark for someone’s future traditions.
There are things to help keep you on track, from Instagram 30-day prompts, which give ideas for each day of the month, as well as trends like #TBT which stands for Throw Back Thursday and invites photos from the past, or #OOTD, which means Outfit Of The Day. Find what aligns with your brand.
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PROFILE PHOTO:
110 x 110 px (circular)
Same as the suggestion on the opposite page, let this image speak to your business and be recognizable at a small size.
DESCRIPTION:
Here, you can say something brief about your business. Have a special event coming up? Highlight it! Give a link to your website.
PHOTO THUMBNAILS:
161 x 161 px
Previously only allowing uploads of square photos, Instagram now allows horizontal and vertical photos to be uploaded. All photos, regardless of their orientation, will be scaled down to the square size when viewing a user’s feed on both desktop and mobile. When expanded, you have the ability to see the entire image.
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(mobile homepage view)
Instagram will upload images at the highest resolution possible up to 1080 px wide. It will scale down any images uploaded at a higher resolution. Use the highest resolution available on your camera or phone when uploading. You can only upload new photos to Instagram through your phone.
A NOTE ON
PHOTO SIZE:


Pinterest is a platform where people “pin” their interests on digital boards: recipes they want to try, books they want to read, what they want their homes to look like, and where they want to travel. Users interested in travel will not only search for travel inspiration on Pinterest, but will plan their vacations and excursions, making it a great platform for destinations.
Make sure when you create your Pinterest page to include your website URL, Facebook link, and Twitter link (if you have them). Create multiple boards to pin on that reflect your business’ personality and interests. If you’re a fishing charter your board subjects could be fish recipes, great fishing spots, fishing photography, along with fishing tips and infographics.
Programs like Tailwind and Buffer allow you to save content to pin later and to schedule pins so you can check your page and schedule periodically. Both have free trials and limited free plans and offer great tips on how to use Pinterest.
Do:
• Create your own pins that lead back to your website
• Pin regularly and when inspiration strikes
• Focus on image quality
• Create multiple boards
• Assign categories to boards
• Engage with your followers and other users
• Curate relevant pins
• Take out a previous pinners’ comments before repinning as your own
Don’t:
• Go pin crazy after being dormant for a month • Only share your own content
• Only recycle content from others
• Ignore captions and page descriptions
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BOARD DISPLAY:
222 x 150 px
This is essentially a cover photo for each individual board that you create. One image is highlighted as larger than the others to give a vibe of what the particular board is about.
PHOTO THUMBNAILS:
Underneath each board display are small thumbnails that feature other pins from the board you create. These give more insight as to what will be found when someone clicks on the board.
PROFILE PHOTO
PIN:
236 px width
Individual pins appear as 236 pixels in width, but can be however long you would like. If you are creating a pin with a ton of content (like an infographic), think about how to make length work to your advantage.
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Millennials have grown up on reviews, ratings, likes, followers, and friending. Yelp is living proof that reputations live and die by reviews and if you aren’t telling your story, other people will.
Yelp will draw people who can’t be pleased, but if it can encourage the people who love something to use it, the good will outshine the bad.
Do:
• Create a Yelp account
• Encourage (and reward) people to use Yelp
• Remind staff to perform in ways they would
want patrons to share with their friends
• Believe in the power of word-of-mouth
• Keep tabs on reviews
Don’t:
• Write fake reviews. Seriously, don’t
• Respond to reviews in anger
• Assume the correct information is on Yelp
Things to consider:
Every generation understands that businesses will write positively about themselves and that there are people who are just sour grapes, but today’s reality demands participation. Read reviews, learn from them, shape a message to reinforce or counterattack what might be said. There is never a need to panic, but there is always a need to be mindful of the way your story is being told.
In a similar manner to Yelp, TripAdvisor is a user-generated review platform that is essential for the hotel, hospitality and tourism industry. TripAdvisor compiles user reviews and rewards business owners with “badges” that showcase what’s being noticed and what’s being done right.
Do:
• Respond as soon as you can to reviews
• Be professional and polite
• Encourage guests to share their experience on TripAdvisor
• Promote and display any badges earned to show off your success
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Other Social Media
Outlets to Consider:
YOUTUBE
YouTube’s popularity continues to be a leader in user-generated content. Use YouTube’s power to your beneit: Since Google owns YouTube and utilizes the network as its preferred video search engine, YouTube will help you get discovered not only on-channel, but in Google search results, too. Uploaded content on YouTube never expires, compared to other video platforms like Snapchat and Periscope.
GOOGLE+
Google+ provides many resources in one place: Hangouts, Communities, YouTube, Google Search, Gmail, and Google Maps to name a few. Everything that you post on Google+ is automatically indexed by Google, which positively inluences search engine results.
LINKEDIN
LinkedIn is a great networking tool for professionals and businesses. Functioning similarly to Facebook, LinkedIn allows you to make connections (as opposed to friends) with other professionals. Take time to set up a strong proile with a professional headshot or logo, and make sure that any content posted is tasteful. Since LinkedIn is speciically for professionals, it can be a valuable resource for getting in contact with individuals who may otherwise be out of reach, by using your connections’ connections. LinkedIn also allows for both short-form (think Twitter) and long-form posting.
SNAPCHAT
While Snapchat is commonly used as a fun insider’s view into moments of a person’s life, it can be a valuable business tool if used correctly (and makes sense for your brand). For instance, if you are having a live band perform at your location, showing a sneak peek or behind-the-scenes moment could work to your beneit. If you are a retail store, you could promote the upcoming season’s line of clothing.
FLICKR
Flickr is an amazing way to start collecting a photo library for your business. With a free Terabyte of storage, Flickr is a competitive outlet for collecting imagery. You can easily share photos from Flickr on your Facebook, Twitter and other social media accounts, which helps to assist in building brand awareness.
PERISCOPE
Periscope is a live streaming video mobile app that was purchased by Twitter. This app allows the user to go live through your mobile device, no matter when or where—essentially a live broadcast to any viewers that want to join. Periscope implements interactivity through notiications, locations, live discussions and feedback; however, each broadcast is removed after 24 hours.
VIMEO
Vimeo is essentially YouTube for a smaller, more intimate community of video enthusiasts. While it has a smaller visitor rate than YouTube, Vimeo has many beneits: an engaged community, a clean layout, and higher quality content, to name a few.
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Advertising Strategies:
Millennials consume media more than any generation that has come before them and are bombarded with ads every day.
So where do you focus advertising dollars for the greatest return on investment? Our recommendation, based on Schireson’s data, is a unified front that includes web, print and social media advertising. We know that Millennials are a “connected” generation.
98% of us own a cell phone and use them, along with computers, as our primary tool for travel research (64%), and booking (75%). Therefore, digital is a must.
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However, print is not dead, and utilizing magazines, newspapers, brochures, billboards, etc. will ensure a message is not only being seen, but also has a memorable repeat impression depending on where Millennials happen to be looking.
Whichever avenues are taken, standing out matters, and that often comes down to design and placement.
Things to consider:
What comes to mind irst with advertising? Costly print ads? A necessary evil? It may be true, but when advertising to Millennials, think non- traditional. It doesn’t always need to be an expensive print ad.
When it comes to advertising to Millennials it is important to consider how Millennials use social media. Millennials are looking for endorsements of places through organic chatter. So how do we create an ad that promotes organic chatter? Consider how it starts and create an ad with a deeper meaning that Millennials can latch onto.
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What else?
THINK DIGITAL
Don’t get us wrong: print isn’t dead, even with Millennials—but do not ignore digital. Because think about it: What’s the top complaint about Millennials? We’re glued to our phones.
BACK IT UP
Successful advertising is always backed up by consistent messaging, branding, and content on other platforms including social media and a website.
CO-OP ADVERTISING
When Millennials travel and stay for a period of time, they need to know that there’s more than just outdoor activities. The longer they stay, the more they expect to do. Consider co-op advertising to not only make advertising more affordable, but to demonstrate to Millennials that they’ll have options in the area. An advertisement that shows that there are things to choose from in a particular area in the Adirondacks gives them a point to start their planning and shows that the Adirondack region is more than just a place for the “outdoorsy.”Consider going in on a social advertising opportunity together with other businesses in your area. This can work to everyone’s benefit and help to offset costs.
TARGETING
Make sure ads are hitting the right audience. Ask for demographics for publications and platforms. Also, track where customers are coming from and focus on placing ads there. Determine a digital audience using digital ad networks and use targeting tools when available. Who has awesome targeting tools? Facebook, Twitter and Instagram. All three have the capability to target by age, location, gender, interest, behaviors, connections, and even email addresses. And the best part? You can spend as little as $5 on a Facebook ad.
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Content:
What to put in the ad?
CONSIDER WHAT MATTERS TO MILLENNIALS WHEN IT COMES TO A BRAND1
High-Quality Products: 75% Would Recommend: 61% Fits Their Personality: 53% Social Responsibility: 40% Shares Similar Interests: 39% Says Important Things: 31%
CALL TO ACTION
Determine the call to action. What is the purpose of the ad? Is it to drive people to the website, grow followers on social media, or get people straight to the business? Pick one and go with it but also provide a web URL and phone number for good measure. If the purpose is to drive people straight to the business, consider adding an incentive such as a coupon or advertising a limited-time discount or package deal.
LESS IS MORE
When advertising to Millennials, don’t crunch everything about your business within one ad. They’re savvy enough to ind more if they’re interested. The key is to catch their eye. Millennials have been exposed to so much advertising throughout their lives; they are rejecting traditional advertising and instead are looking to build relationships with businesses and brands1. Give them something they can relate to and trust that they will do the research if they’re interested.
1. Source: “Millennials 2015 Favorite Brands Ranking Report”, by Moosylvania. 2015. URL: http://moosylvania.com/millennials/Moosylvania_Millennial_Study_2015.pdf
Digital advertising:
When it comes to digital advertising, it’s all about the speed at which you can deliver your message. Let’s call it the “storybook approach”: We respond best to pictures telling the story as opposed to large blocks of copy.
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When choosing a publication, look for the following:
EDITORIAL CALENDAR
Publications often map out what they will feature in each issue for the entire year. Request an editorial calendar or find it online to identify if there are themes that make greater sense. Look for issues that feature articles on similar industries and keep an eye out for annual guides, outings guides, summer guides, and any other issues that have a longer shelf life.
DIGITAL
Does the publication have a digital presence as well? Some publications will have multiple digital opportunities that go beyond banner ads on their website. Ask the publication—they will often offer discounted bundles.
PLACEMENT
Want a brewery ad placed right next to the article on craft breweries? It may be extra but it’s worth it. Look for features that will be in each publication to ask for placement next to special features. The earlier you request, the better—those spots go quickly.
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DEMOGRAPHICS
Every publication should have demographics of their audience readily available upon request. Look at where their publications are circulating, what age group primarily reads the publication and what their interests are. This helps to determine if this is the right publication and if so, which foot to put forward in a particular publication. Don’t spend money on an ad to attract Millennials where the demographic is mostly people 40+.
MEDIA KIT
Most publications have media kits that can be sent upon request that often include information on the publication, circulation numbers, demographics of audience, rates and sizes, speciications and deadlines, and editorial calendars.
ARTICLES AND FEATURES
Advertising with a new publication, larger media buys, and sparking interest with visually compelling advertisements will often open the door for opportunity. A publication may be willing to do a feature or article on a business willing to invest in them if there is a relevant story to tell. Create a press release that shows the connection that your business has with their mission, take a look at their editorial calendar for feature opportunities, and make sure there’s a compelling story to tell.
What is a press release?
A press release is a short, compelling news story that is sent to targeted media contacts with the goal of sparking the interest of a journalist or publication. A press release can be a great way to announce events, promotions, awards and accomplishments, or new products and services. A successful press release is clean, crisp, and applicable to your audience. Remember to add contact information at the end to encourage follow-up.
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Measuring Success:
Advertising is not an inexpensive endeavor; as such it makes sense to have systems in place to gauge and improve its effectiveness.
Taking advantage of the tools available through digital advertising and communication creates increased potential for campaign success and audience engagement. Let’s talk about different ways of measuring success:
IDENTIFY AND ESTABLISH YOUR OBJECTIVES
Do you want to sell more products? Book more rooms? Increase awareness?
CREATE GOALS
Remember the SMART framework:
SPECIFIC: Set specific goals
MEASURABLE: Make measurable goals
ATTAINABLE: Establish attainable numbers
RELEVANT: Focus on things that are relevant to your business TIME FRAME: Have deadlines and check-ins
If your goal is awareness of your brand, you can track:
REACH: How many people receive your message
EXPOSURE: How many people may receive your message based on connection to original recipient
AMPLIFICATION: How many people repeat and/or share your message
If your goal is a 15% increase in inquiries, a 20% increase in followers, and an uptick of 50% in visits to your website, devise an approach to extend invitations, whether through digital ads, email campaigns, or social media contests, to an audience. Use click-throughs, conversions, click-to-open rate, social media mentions, and new followers as gauges for progress.
PINPOINT THE TARGET AUDIENCE
Existing customers? Facebook fans? People within a certain geographic footprint or a demographic?
DEVELOP KEY PERFORMANCE INDICATORS (KPIs)
KPIs help to evaluate if a campaign is succeeding or not. Possible options could be hits on your site, traffic from mobile, search engine ranking, new vs. returning traffic, visit length, and conversions.
KPI TARGETS
Be realistic, and set measurable goals that you can track over a set amount of time.
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SELECT AN ANALYTICS PLATFORM
Analytics is a term you’ll hear a lot, broken down it means information taken from studying data. There are different types of analytics, some are ongoing and others are event or campaign-speciic, they can also be speciic to SEO (Search Engine Optimization) or social media.
Understanding the how, when, and why of activity on your website makes it easier to assign budgets and focus in order to get the highest return on investment.
WEBSITE ANALYTICS
There are free and paid options.
Options: Google Analytics, Clicky, Kissmetrics, GoSquared
GOOGLE ANALYTICS: A free service providing statistics related to visitor trafic on websites. It can show the paths people follow, from entry and exit pages, to time spent on pages and the devices from which they view your site. It also distinguishes new visitors from return visitors. Within the dashboard there are options to create goals, segment data, and track events. There is a Goal Set-Up wizard to help get you started. You can use UTM codes in digital ad campaigns and easily track the success of each one through Google Analytics.
UTM CODES AND TRACKING: By attaching a unique string or tag to a URL, which can be done at no cost through URL builders online, you have the ability to see which source is driving trafic, e.g. HTML newsletter vs. Facebook vs. Twitter. Consider adding a UTM code to a custom URL to track where trafic is coming from, how the trafic is getting there and why it’s there.
Using these tools to track referrals plainly illustrates which channels deliver the greatest trafic, which gives you insurance on your investment, or at least the opportunity to monitor, adapt, and concretely report on results.
Digital initiatives may seem daunting, but they really do allow for incremental change, smaller budgets that can be changed in real time, as well as a versatility that appeals to a broad cross-section of audiences and demographics.
OTHER WAYS TO TRACK
It is also possible to measure results for print, radio, and broadcast campaigns. Here are a few ways to establish trackability:
Include a coupon in ads: Create different codes to distinguish between ads and publications.
Offer an incentive: In exchange for saying how they found you, offer a perk: “Tell us you saw us in the Times Union and get a free dessert!”
Include a special phone number: Dedicate a speciic number to ield phone offers. If you can, list different extensions based on the ad.
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ADVERTISING:
ANATOMY OF AN EFFECTIVE AD
The following diagrams are simple suggestions for what to include in a successful ad. The possibilities are endless—take this as a guideline, but get creative with what works for your business. The presentation can change, but the core ingredients are constant.
Co-op advertising: 1. HEADLINE
Send a bold message about your business’ region or industry.
2. SUBHEAD
Back your statement with concise, active copy—without sounding preachy.
3. HERO ART
This is the focal point of the ad. It can be a photograph or
a graphic. It should help tell the story, and with the help of a great headline, will bring your ad to life.
4. BRAND IT
Include co-op logos and website/contact information. Other ideas: include coupons, exclusive deals, etc.
1 2
3 4
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l

Print advertising:
1. HEADLINE
Feature a headline that captures attention.
Play off the main art and stick to the theme of the ad.
2. HERO ART
As suggested on the previous page, make sure your
main artwork is strong and authentically portrays your business.
3. SUPPORTING COPY
A short description of your company and what makes you unique. A call to action/website can live here.
4. YOUR LOGO HERE
Prominently display your company’s brand mark here.
5. ADDRESS
Don’t forget your business address and phone number. Consider a call to action.
6. SOCIAL MEDIA
Be sure to include your social media handles.
1
2
3
TIP: These layouts can also work well as lyers and posters.
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What is a cal to action?
A call to action is a phrase that hooks your audience into further engagement with your business. Consider key elements: tell your audience what to do next, include a no-obligation statement, and encourage an immediate response. An example could be as simple as “call us today to plan your next adventure”.
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lCreative Concepts: Thinking Like
a Millennial
This toolkit interprets Schireson’s data from The Wild Center’s Adirondack Millennial Study and offers creative advertising strategies. In this section, we will take you through various Millennial concerns, backed up by the facts, and present our creative take on what Millennials want to see in the modern world of advertising.
These are our suggestions of some ways to think outside of the box when promoting the Adirondacks. Millennials don’t just want to see another empty Adirondack chair. Show them the insider’s view of what you have to offer. Get them excited by revealing what makes your business unique.
It’s worthwhile to note that while the following concepts have been created with Millennials and the concerns they displayed in the Schireson data in mind, these issues exist among ALL generations coming to the Adirondacks, and the communication tactics shared here would be successful across multiple demographics. The investment in marketing to a Millennial audience will serve to strengthen the Adirondack sell to all audiences.
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Bridging the Gap:
Solving Milennial Misconceptions
Connectivity Food & Beverage Overwhelmed Options
Worth
Lodging Endorsements Amenities Vastness
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Millennial Misconception:
CONNECTIVITY
There’s a growing desire among Millennials to share our experience with our friends on social media. We’re a generation that believes that “If there aren’t any pictures, it didn’t happen.”
A 2015 article in Outside Magazine addressed outdoor brands that are struggling to connect with anyone under the age of 35:
“[Millennials] see the outdoors not as a proving ground to be attacked with ice axes and Gore-Tex, but as a playground to be enjoyed with portable sound systems and beer koozies.”1
We’re OK with turning off our phones at the trailhead or even roughing it in a cabin for a long weekend (camera phones still work while “off the grid”). But once we return to civilization, there’s an expectation that there will be phone service. So what happens when there’s not? Well, then it’s time to get creative.
1. “The Outdoors Has A Millennial Problem,” By Michael Roberts. Outside Online July 30, 2015. http://www.outsideonline.com/1998221/youths
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“It’s way too remote.”
Putting a modern spin on traditional advertising, the concept “share your view” immediately resonates with our digital generation. Photos that are user-generated help us to actually envision ourselves (and our kids) in the Adirondacks. Millennials want to have experiences worth sharing and to feel connected—it’s not just about the view, but the moment that is captured.
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86%
of children today are born to Millennial parents.
86%
of Millennials prefer experiences over possessions.
53% want things to post on social media.
42%
of millennials travel with family.


Why this speaks to
Millennials:
• •
• •
People want to know “How will I feel?” This approach shows the experience
It does not perpetuate the current idea that the Adirondacks are all extreme sports and outdoors
The children suggest accessibility
It suggests a share worthy experience
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Suggestions for
your business:
• Take photos that showcase people
• Consider what your business means to a person who has never been
• Set up a local WiFi network and promote it outwardly
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Millennial Misconception:
FOOD & BEVERAGE
Millennials consider trying a new restaurant to be an adventure in itself. That being said, it’s not a surprise that food and beverage are determining factors for Millennials making travel decisions. Schireson’s data shows that 49% of Millennials in this study are researching dining options prior to booking their trips. Our decisions are helped by travel websites and apps like Trip Advisor and Yelp that list dining options in a given area coupled with customer reviews. Even photography apps like Instagram can sway whether or not we’ll choose one restaurant over the next. And while quality of food matters, it can take a back seat to the dining experience itself: the atmosphere, the friendliness of staff, whether or not the menu includes gluten-free and vegetarian options, convenience, and overall value.
Millennials can be the best advocate for—or the worst enemy of—a restaurant owner. Gone are the days of the celebrity food critic. Thanks to social media, every customer is a critic and should be treated with care.
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“Are there
any good places to eat?”
Yes, there are great places to eat in the Adirondacks, but if it isn’t stated or shown in a way that penetrates the noise it’s a lost opportunity. Combine language and images to grab our attention. We spend more on food than any other generation. Help us choose you.
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45% are unaware of the emerging food scene. 82%
49%
of Millennials decide where to eat before they arrive.
food quality on a regional trip matters.


Why this speaks to
Millennials:
• • • • •
The headline literally speaks to the experience
The sandwich jumps from the page
Great photography
Tells us we can have two experiences in one place
We know that next time it might say something new under Feed Your______
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Suggestions for
your business:
•
•
• •
• •
Consider hiring a photographer for a few hours to take high-quality images of your food and property—it will pay off
For photos you take yourself pay attention to lighting, unusual composition and variety
Keep the message simple, unique, and honest
If you have morning, afternoon, and evening hours, use photography to show how the experience differs, works for seasons too
Monitor Yelp and Trip Advisor to be aware of how your dining establishment is being represented
Capture the environment and experience—what is special? What would someone want to share?
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Millennial Misconception:
OVERWHELMED
Six million acres. 30,000 miles of rivers and streams. 3,000 lakes and ponds. 46 High Peaks. Those are some intimidating numbers, and can be a deterrent to those who aren’t “outdoorsy” and/or who have limited time off. As business owners hoping to attract people under the age of 35, it is important to also promote the “softer” side of the region and activities that have a broader appeal while still honoring those core customers.
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“I ’m not outdoorsy enough.”
So the Adirondacks overwhelm Millennials—what can be done about that? The idea of showing an existing perception alongside something we don’t know creates a chance to reconsider the Adirondacks. A typical sports bottle mirrored by a craft beer screams that we don’t have to come to the Adirondacks to hike, but can come to chill. Or, even better, have the best of both worlds.
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67% of Millennials travel regionally.
86% of Millennials understand the variety of Adirondack outdoor options and an
ability to get deep into nature.


Why this speaks to
Millennials:
• It creates an indoor and outdoor perception • It’s clever
• It demands a closer look
• More than Mountains communicates “We’ll show you what else you can do”
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