Kampgrounds of America Inc.

KOA Resort Field Guide (2018)

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AN INTRODUCTORY NOTE FROM YOUR KOA MARKETING TEAM Dear KOA Franchisee, As campers plan their getaways, they've come to expect the high quality, friendly service and fun that the KOA Yellow Sign represents. Now we're making their travel planning even easier by introducing the KOA Family of Campgrounds. The KOA Family of Campgrounds—made up of the KOA Journey, KOA Holiday and KOA Resort brands—is designed to help campers quickly identify the right campground for their needs and better set guest expectations. It is also a recognition of the diversity of the Kampgrounds of America system. Being a part of the KOA Family of Campgrounds allows you to better market your park to targeted audiences while leveraging the commonalities that have made KOA such a strong brand for the past 50+ years. Plus, each brand gives points of differentiation that helps you compete against other offerings in your market. Now it's time to nurture and support the investments and improvements that you've made to meet brand segmentation requirements by marketing them to guests. The marketing recommendations and resources in this document are proven strategies that will improve your bottom line. Some of these recommendations will provide an immediate boost to your business, such as emailing guests about last-minute cancellations/availability on popular weekends. Others are long-term, such as regular review management on TripAdvisor to increase occupancy and help justify price increases you may have implemented. We have collected tried-and-true marketing tactics for you and streamlined your work based on: • What all campgrounds need as a marketing baseline • What tactics are important for your campground based on its brand segmentation and the re-investments you've made in your business It is also important to know how your KOA Resort is being communicated at the national level. Currently, a KOA Resort is described as follows in consumer facing language. The idea is whether a consumer simply reads the tagline or reads the full description, they get a quick snapshot of what to expect at your campground. KOA Resort: The Destination for Recreation KOA Resorts offer a carefree outdoor vacation destination. Enjoy robust recreation and staff-led activities, kick back and relax by the resort-style pool, or grab a bit to eat, all while never leaving the campground. And with plenty of RV Sites with KOA Patios™ and Deluxe Cabins with full baths to meet your needs, it's the ultimate camping getaway. We think you'll have fun telling current and potential guests about all the great improvements your brand segmented KOA has to offer. Always here to support you and your business goals, Your KOA Marketing Team KOA RESORT BR AND POSITIONING FIELD GUIDE 2 2

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