Competitive Analysis Heber Valley, Utah.

Part
01
of two
Part
01

Heber Valley, Utah - Digital Marketing Techniques

Heber Valley is using websites such as skiutah.com, utah.com, and ksl.com to promote the city's tourism.

1. HEBER VALLEY

  • The digital ads of Heber Valley are posted on sites such as skiutah, utah, and ksl.
  • The city also uses social media such as Facebook, Instagram, and YouTube for campaigns. Its target audience majorly includes residents of Utah (Wasatch front), California (L.A. County and Orange County), and Texas (Dallas metro area).
  • For its Winter Wonderland campaign, the city used digital and social ads.
  • The city also created a vacation giveaway package which was promoted via digital advertising from the synergy created by Fox 13.
  • Heber Valley Chamber of Commerce, an organization that aims to enhance the prosperity and quality of life for businesses and residents in the Heber Valley area, uses Facebook for promoting its tourism.

2. SOUTH OGDEN

  • The city uses strategical advertising for Visit Ogden, the official visitor center of Ogden, through a hyper-targeted, multi-media approach that includes digital advertising.
  • The city’s campaign, “Notoriously Independent”, used digital advertising with a focus on video and visual marketing.
  • Ogden is utilizing digital marketing co-op opportunities to generate additional exposure for the community and revenue for Visit Ogden.
  • South Ogden uses social media such as Facebook, Twitter, and Instagram for promoting its city's tourism.
  • The city’s Facebook video efforts resulted in 440,575 impressions and its Instagram page had more than 10,000 followers in 2017.
  • South Ogden Chamber of Commerce uses Facebook for promoting its city's tourism.

3. WEST HAVEN

  • West Haven's city mayor is promoting residency to the city by using social media channels such as Twitter.
  • A tweet made by the city's mayor on 24 Sep 2019: “Attention, business owners! When new residents move into West Haven City, they receive a swag bag”.

4. BLUFFDALE

  • The city is using Twitter for promoting visitors to the city.
  • “Tonight @bluffdalecity park. Come early for games and food!”.
  • “Have a safe and wonderful New Year! @bluffdalecity will be closed on January 1st. Be the first to visit us in 2018 on January 2nd!”.

RESEARCH STRATEGY

Despite an extensive search, the digital marketing techniques used by Heber Valley and South Ogden to promote residency to the cities and the digital marketing techniques used by West Haven and Bluffdale to promote people visiting the cities and residency is not available. The following research strategies were deployed to identify the information.

Our first attempt was to search for the information on campaign databases to find case studies. Effie, Warc, Creative Brief, etc. are some of the sources we examined. These sources did not contain anything relevant to what we were looking for. Next, we checked the cities' official tourism website to find data about their marketing campaigns and their goals. This strategy worked to an extent, as we were able to find information on the digital marketing campaigns of Heber Valley and South Ogden. However, we couldn't trace anything regarding West Haven and Bluffdale on their sites.

Subsequently, we scanned third-party ad databases such as Adweek and Adage. But, after a comprehensive search, we found nothing relevant. As our last resort, we wanted to check if the cities have entered into paid partnerships with ad agencies. For this, we checked city-specific websites and local media publications. The idea here was to see how the partnerships were used to run digital ads. However, nothing substantial was found.
Part
02
of two
Part
02

Competitive Analysis Heber Valley, Utah.

The three cities near Heber Valley are Salt Lake City, UT, Park City, UT, and Provo City, UT. The average annual visitation of Park City is 3.33 million and their most common visitor are males around the age of 43 years old.

Cities near Heber Valley

  • The Heber Valley is located in Wasatch County and is situated only 50 minutes from the Salt Lake International Airport (Salt Lake City), 15 miles from Park City (Park City) to the North (Summit County) and 20 miles from Provo (Provo City) to the West (Utah County). Heber Valley conveniently sits between two world-class ski resorts—Deer Valley Resort to the North and Sundance Resort to the Southwest.

#1 Park City, UT

Average annual visitation

  • The average annual visitation of Park City from the year 2010-2015 is 3.33 million. 2,600,000 (2010) + 3,100,000 (2011) + 3,050,000 (2012) + 3,100,000 (2013) + 3,100,000 (2014) + 3,250,000(2015) / 6.

Demographics of visitors

  • 17% of visitors stay with family and friends while 12% stay in a timeshare. 11% of visitors own a second home here.

Differentiators and/or special attractions

Digital marketing tactics

  • Visit Park City wanted an impactful message and thorough media strategy to help position the destination to these peak season-visiting, corporate decision-makers so they would take the idea of meeting planners back home.

#2 Provo City, UT

Average annual visitation

  • N/A

Demographics of visitors

  • N/A

Differentiators and/or special attractions

  • Provo is consistently recognized nationally for its outstanding quality of life, well-being, and as a beautiful place to live with unbelievable recreational opportunities. With access to trails, rivers, mountains, lakes, a variety of independent restaurants, bike lanes, green space, a vibrant music scene, and amazing community events.

Digital marketing tactics

#3 Salt Lake City, UT

Average annual visitation

Demographics of visitors

  • N/A

Differentiators and/or special attractions

  • Salt Lake County is home to Salt Lake City, Utah’s largest city and one of the state’s most popular tourist destinations (Salt Lake’s Historic Temple Square is Utah’s most-visited attraction). It is also home to Utah’s two largest convention centers, the Salt Palace and the Mountain America Expo Center.

Digital marketing tactics

  • Digital marketing tactics of Salt Lake City is focused to reflect as vibrant and modern, their marketing materials such as photography is progressive, not posed. Their layouts are clean and contemporary, not cluttered.
  • To promote Salt Lake as the “The Gateway”, ads focus on the proximity of all the National Parks located both North and South and promote Salt Lake as the best access point for all of these parks.
  • Because campaign development is on a parallel path with the development of the 2019 Marketing Plan, a detailed media plan will be provided as an addendum to this plan. In broad terms, the campaign includes, but is not necessarily limited to PRINT; Ads may be placed in some top tour operator’s publications to help grow awareness of their tour series and INTERNET; Electronic advertising is increasing with ads placed on major travel trade industry web sites to complement the above print advertising.

Research Strategy

Based on Heber Valley's website, the three cities near them are Salt Lake City, Park City, and Provo City. Therefore, we first scanned each identified cities to find their average annual visitation, demographics of visitors, differentiators and/or special attractions, and digital marketing tactics. However, only Park City has an available report for its average annual visitations and demographics of visitors. While the other two identified city has no report available after performing several search strategies below.

First, we visited each city's commissioning website (visitsaltlake.com and provo.org) hoping to find their tourism report that might include statistical data about their average annual visitations and visitor's demographics profile. However, the only available data on their website is the populations' demographics and total population. There was no report available to suffice these data points. What we find here is their digital marketing tactics/strategies and their city's differentiators and/or special attractions.

Second, we consulted the Utah Office of Tourism Industry that aims to find the average annual visitations and visitor's demographic profile of Utah's city especially the Salt Lake City and Provo City or other cities that are near Heber Valley, Unfortunately, what's available here is the average annual visitors and visitors demographic profile of the whole State of Utah. We switched gears and consulted other Utah government reports regarding their travel industry such as Utah.com and the University of Utah report. However, the only relevant data we find here is the annual visitation of Salt Lake City conventions and similar events which we added in our key findings (s7). There was no relevant data for the requested data points for Provo City.

Lastly, we checked Travel statistics databases and industry sources in the US such as Gardner, US Travel Trade, UStravel.org, and among others. Hoping to find statistical data of US cities by states hoping to find the average annual visitors and visitors' demographic profile of some Cities near/similar Heber Valley. However, there was no specific report for travel statistics specifically in cities in Utah that are near or similar to Heber Valley. The only available statistical and qualitative data related to annual visitors and visitors' demographic profiles of some cities are those considered as top cities in the US such as New York City, San Francisco, Chicago, Los Angeles, and others.

We also performed these strategies above from several cities near Heber Valley such as Highland, UT, Lindon, UT, Springville, UT, Midvale, UT and several others. Without any success in finding their average annual visitation and visitors' demographic profiles.

Note: We still used the 2016 report in source 2 to provide the Park City average annual visitations and demographics of visitors, since, after an exhaustive search for the commissioning website of Park City, Utah Office of Tourism Industry and others sources don't have any compiled report to suffice the 2nd research criteria. Also, it shows that this is the most recent report created by Inside Park City Real Estate.
Sources
Sources