GREENSBURG, KANSAS

NEW TREE AGENCY

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Executive Summary Situation Analysis Budget Summary Secondary Research Primary Research Summary of Key Findings Target Publics SWOT Analysis Planning Section Executions Sources

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Summary
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Executive

New Tree Agency is working with the Kiowa County Office of Economic Development and the City of Greensburg Convention and Tourism Bureau to assist Greensburg meeting its economic and population goals. Research indicates a 3.1 percent unemployment rate in Kiowa County in 2012. There is a need to attract small businesses to Greensburg in order to create more jobs. A job offer at a reputable company will encourage families to move. NTAs research also identified misconceptions about Greensburg and the green lifestyle. People who are not informed about living green tend to believe it is significantly more expensive than living traditionally. Another obstacle is the declining population trend in Kiowa County, particularly as it compares to other counties within Kansas. Kiowa Countys percent population change trended downward from April 2010 to July 2011. NTA also found the largest tourism market segments are aged 45 to 54 and 55 to 64, while homeowners with an annual income between $35,000 and $49,999 were the most likely to relocate to another county. These markets are most likely to respond to the campaign. NTA focuses its campaign on three goals after conducting research: to increase Greensburgs population, to increase tourism in Greensburg and to stimulate regional economic development. Increasing the population will require reaching out to small business owners and encouraging them to bring businesses and jobs to Greensburg and Kiowa County. Additional employment opportunities will NTA-6

increase the likelihood of families moving to Greensburg. The campaign will then communicate the advantages of living in a green community to families likely to relocate. NTA will utilize digital information packets to inform small business owners about opportunities in Greensburg. The campaign will also target bloggers who have influence in green living and sustainable business practices. The goal of increasing tourism traffic will require reaching out to specific segments of tourists to maximize the campaigns effectiveness. NTA will target eco-tourists, weather tourists, and cultural and heritage tourists with billboards and travel magazine ads. Implementing an ambassador program will also help reach tourists already in the region. By training local employees to direct travelers to points of interest, Greensburg can further capitalize on the traffic through Highway 54. The third goal, stimulating regional economic development, will require communication with magazines, newspapers, regional travel bloggers, local community college students, local business owners, retired couples and young families. NTA will place print ads in magazines and newspapers, send out information to community colleges, trade magazines and retirement homes and distribute digital information packets to bloggers. Billboard ads will be put in place along Highway 54 to inform travelers about Greensburg. The primary budget allots $20,000 and the expansion budget allots an additional $50,000.The tactics used by NTA will complement each other to achieve the goals of increased economic development, tourism and population. The total cost of implementing all the tactics the campaign requires is $68,724.97.

Campaign Goals:
Increase Population Increase Tourism Stimulate Economic Development

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Analysis
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Situation

States, Kansas does not spend as much money on tourism advertising. This means that Greensburg does not get a lot of paid publicity relative to towns located in nearby states such as Colorado, Texas and New Mexico. On a local basis, Greensburg is located in Southwestern Kansas between Dodge City and Pratt. Wichita is approximately 110 miles to the east of Greensburg, Oklahoma City is approximately 230 miles to the southeast, and Amarillo, Texas, is approximately 265 miles to the southwest. Because Greensburg is somewhat isolated from big cities, rebuilding from a natural disaster has been a longer process than that experienced by towns located near population hubs like Wichita. It is important to point out that highway 54-400 and 183 runs through Greensburg. This, in addition to the railway that runs through Greensburg and the planned regional airport, could provide the community with a solid foundation for building Greensburg into a transportation hub. Taking action now is necessary for the client and Kansas as a whole. Greensburg is now five years removed from the tornado, and a majority of its residents have expressed a desire to keep rebuilding. Federal and state funding will continue to be important to that end, but tourism revenue and a potential influx of new residents will go a long way toward determining what Greensburg will be able to accomplish in the future. Greensburg is on the leading edge of green communities nationwide and even worldwide. Leveraging this opportunity while the worldwide green movement is still relatively young is key in generating publicity for Greensburg. To date, the community has achieved significant recovery efforts while rebuilding the town green that can reach tourists and people looking for a place to live in an efficient and effective way. NTA-11

Our client for this campaign is the Kiowa County Office of Economic Development and the City of Greensburg Convention and Tourism Bureau. One of the responsibilities of the client is to market Greensburg as a destination for tourists. The client also seeks to develop Greensburg economically by attracting new businesses, as well as working with the businesses already in place locally. The goals of the client are to increase tourism, population and economic activity. Greensburg, Kansas, is the county seat of Kiowa County. Named for D. R. Cannonball Green, who owned a stagecoach company and helped form Greensburg, the town is 1.5 square miles, according to the United States Census Bureau. The town is the home of The Big Well, also known as the worlds largest hand-dug well. The well was opened in 1939 as a tourist attraction after being built in 1887. The new Big Well Museum now houses the Big Well. Greensburg Greentown is a non-profit organization, developed by the client, dedicated to teaching and implementing green practices in the town. Greensburg was struck by an EF5 tornado NTA-10

on May 4, 2007. The tornado killed 12 people and leveled approximately 95 percent of the town. Kansas Governor Kathleen Sibelius and President George W. Bush declared Kiowa County a disaster area. In light of these events, the primary challenge facing Greensburg in 2012 is how to attract more people to Greensburg either to visit as tourists or to live there and become part of the permanent community. The tornado had negative effects on the population of the town. The United States Census reported the 2010 population of Greensburg as 777, while in 2000 there were 1,574 people living there. The client faces the challenge of continuing the rebuilding process, in addition to the challenge of attracting tourists and residents to Kiowa County. Greensburg has received funding on federal and state levels, but there are still numerous projects yet to be undertaken which will require more money. Because the client is located in the Midwest, specifically in Southwest Kansas, Greensburg finds itself in a comparatively weak tourism market. When compared to the east and west coasts of the United

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Summary
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Budget

Primary Budget
Social Media Internship Flyers Billboard on U.S. Highway 54-400 Flyers for highway businesses to hand out Brochure showcasing LEED-certified buildings Advertisement for Mothering magazine Postcards to former residents Information packets for Greensburg Tours Radio spot in June and July Newspaper advertisements in Hutchinson News Electronic media kit for green magazines Digital information kits for entrepreneurs Electronic information packets for small business bloggers Ambassadors of Greensburg program Greensburg schools website promotion Photos of events on social media We Are Greensburg video Story tip sheets to journalists and bloggers Media kits to various media Showcase Greensburg events on social media Reach Out committee Website Before and After photo gallery $199.99 $14,840.00 $199.99 $345.00 $3,060.00 $69.99 $199.99 $850.00 $336.02 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Expansion Budget
Community disaster plan annual calendar Text message weather alert system Billboard 5-10 miles out of Greensburg Kansas Country Living magazine advertisement Sales pitch letter Direct mail to regional small businesses Signage on Main Street stoplight Radio spot in March, April, May, Aug., Sept., Oct. Primary budget $18,990.00 $9,300.00 $14,840.00 $2,809.00 $134.99 $Pending $Pending $2,550.00 $20,100.98

Total:

$68,724.97

Total:
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$20,100.98
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Research
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Secondary

Ps

transition into the secondary research that weve compiled to support the situation analysis. First, well look at psychographic information from Claritas PRIZM. The segments identified here are the ones that most prominently represent Kiowa County, and will therefore likely provide the best targets for this campaign. The Claritas PRIZM system categorizes consumers into behavior types (segments). This is not all-inclusive, but it will help us identify lifestyles, mindsets and behaviors of those people who the campaign will target.

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Rural Country Life Psychographics ZIP code 67054 Population 1,333/Median Age: 47.5/Median Income: $34,800/Race: 90+percent White The following descriptions all come from Claritas PRIZM. The names provided for the categories are the names that Claritas assigned them as part of its categorization system. Back Country Folks Downscale mature mostly without kids Strewn among remote farm communities across the nation, back country folks are a long way away from economic paradise. The residents tend to be poor, over 65 years old, and living in older, modest-sized homes and manufactured housing. Typically, life in this segment is a throwback to an earlier era when farming dominated the American landscape. Lifestyle and media traits of back country folks are as follows 1. Orders from Publishers Clearing House 2. Belongs to church board 3. Reads hunting magazines 4. Drives a Ford Ranger Blue Highways Lower-mid older without kids On maps, blue highways are often two-lane NTA-18

roads that wind through remote stretches of the American landscape. Among lifestyles, blue highways is the standout for lower-middle-class residents who live in isolated towns and farmsteads. Here, boomer men like to hunt and fish; the women enjoy sewing and crafts, and everyone looks forward to going out to a country music concert. Lifestyle and media traits of blue highways are as follows 1. Shops at Wal-Mart 2. Owns satellite dish 3. Reads Guns & Ammo 4. Watches auto racing 5. Drives a Chevrolet Colorado Crossroad Villagers Downscale older without kids With a population of white-collar couples and families, crossroads villagers is a classic rural lifestyle. Residents are high school-educated, with downscale incomes and modest housing; one-quarter live in mobile homes. Theres an air of self-reliance in these households as Crossroads Villagers help put food on the table through fishing, gardening, and hunting. Lifestyle and media traits of crossroad villagers are as follows 1. Shops at Wal-Mart Pharmacy 2. Owns a motor home 3. Reads Motorcyclist 4. Watches The Jerry Springer Show 5. Drives a Chevrolet Aveo Golden Ponds Downscale mature without kids Golden ponds is mostly a retirement lifestyle, dominated by downscale singles and couples over 65 years old. Found in small towns around the country, these high school-educated seniors live in small apartments on less than $35,000 a year; one in five resides in a nursing home. For these elderly residents, daily life is often a succession of sedentary activities such as reading, watching TV, playing bingo, and doing craft projects.

Lifestyle and media traits of golden ponds are as follows 1. In-home vitamin purchase 2. Order garden supplies by phone 3. Read American Legion Magazine 4. Watch the Price is Right 5. Mercury Sable Simple Pleasures Lower-mid mature without kids With many of its residents over 65 years old, simple pleasures is mostly a retirement lifestyle: a neighborhood of lower-middle-class singles and couples living in modestly priced homes. Many are high school-educated seniors who held blue-collar jobs before their retirement. And a disproportionate number served in the military, so many residents are members of veterans clubs. Lifestyle and media traits of simple pleasures are as follows 1. Shop at True Value 2. Belong to a fraternal order 3. Read fraternal magazines 4. Watch Wheel of Fortune 5. Ford Taurus Population and Age Graph

Now that weve established psychographic profiles for the population, well look at more basic information. This graph, derived from Census data, divides Greensburgs population into age groups. Outliers include the 65 to 69 age group (3.1 percent of the population) and the 55 to 59 age group (9.1 percent of the population). Primarily, the population is evenly distributed among all age groups. Because of this parity, target audiences can include ages of all ranges. In summary, Greensburgs population has modest incomes and participates in traditional leisure activities such as hunting and fishing. The population primarily consists of those with blue-collar occupations or retired individuals. The population is primarily White/non-Hispanic. NTA-19

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al nces From Greensburg and Kiowa County, we can now i nt die shift our focus outward. In this section, we will examine te u specific tourist audiences that the campaign will target. By Po A identifying habits and mindsets of tourists and travelers, we can m begin to develop a campaign that will appeal to the interests of the ris target audience. u

These people are interested in a retelling of the towns story. According to Tell the Story! A Strategic Tourism Plan: Greensburg + Kiowa County, KS, the story can be told through the Greentown Tour, at the Kiowa County Visitor Center and at the Big Well. Tourism Audience: Culture, History and Heritage tourists Culture, History and Heritage tourists are interested in seeing Greensburgs attractions such as the Big Well, Fromme-Birney Barn and Kansas Meteorite Museum. According to a study cited in Cultural and Heritage Tourism News, 78 percent of all U.S. leisure travelers participate in cultural and/or heritage activities while travelling. That is 118.3 million adults per year, who spend an average of $994 per trip. Half of their expenditures are on activities, dining and shopping. According to the same study, before taking a trip, 42 percent of this group uses Facebook. They like culinary-related activities such as food festivals, artisan food, wine samplings, farmers markets and unique dining experiences. They want authentic experiences. According to a PGAV Destinations study, 80 percent of tourists like to visit places that are authentic. Two criteria of the best examples of authenticity are places where something real happened (68 percent) as well as something you cannot do anywhere else (43 percent). Tourism Trends in Kansas Visitors from within the state and from neighboring states are the most frequent. The four bordering states (Missouri, Nebraska, Colorado and Oklahoma) provide half of the current visitor count. Other states that provide a significant visitor count are Iowa and Arkansas. The state identifies its core target audience as visitors who make larger than average expenditures on travel, entertainment, meals and lodging. The average age is 50.9, household income is $110,200 and only 36.18 percent have children in the household. 86 percent are homeowners. The two largest market segments are adults 45 to 54 and adults 55 to 64. NTA-21

The tourism audience for Greensburg can be divided into three segments: cultural/heritage tourists, weather tourists and ecotourists.

Cultural/heritage and weather tourists share some characteristics. They both are interested in the retelling of a towns story, and they both enjoy authentic experiences. Ecotourists will enjoy Greensburgs green initiative and story about rebuilding the town. Ecotourists consider green initiatives when travelling and most have college degrees. Tourism Audience: Ecotourists According to New Bostons Greensburg Tourism Marketing Action Plan, Ecotourists are interested in learning more about Greensburgs green rebuilding efforts after the May 4, 2007 tornado. According to PhoCusWrights Going Green: The Business Impact of Environmental Awareness on Travel, 44 percent of people consider environmental impacts when planning their travel. More than a third of all travelers are willing to pay some sort of premium for green travel. Diversity within the Ecotourist group: According to the CMI Green Traveler Study Report, 2010-2011, they are largely professional, urban, Caucasian Baby Boomers (though more Millennials are joining the segment). About half are married or in a long-term, committed relationship. 85 percent have college degrees and 40 percent have advanced degrees. Sustainable Travel International says that Ecotourists are typically interested in visiting locations that have made a commitment to protect and enhance the destinations socio-cultural, historical, natural or built resources. They look for outward evidence of the commitment to the environment: recycling bins, food and drink sold in biodegradable containers and energy efficiency. Tourism Audience: Weather tourists Weather tourists are interested in learning more about Greensburg before and after the tornado. Weather tourists are interested in how the tornado shifted Greensburg away from what people historically perceived it to be, how the town worked to recreate and redefine itself right after the storm and how the community has evolved from that point. NTA-20

Budget Expenditures: Kansas is ranked last with a $300,000 annual tourism advertising budget. Kansas is ranked 38th for direct domestic travel expenditures. KTTD advertises mostly in June through October because research has shown that travelers need less time to plan a trip. ~This advertising targets in-state and border states. KTTD advertises in Midwest Living, O, History Channel Magazine and Good Housekeeping, with ad exposures just less than 17 million. KTTD also advertises digitally, including online display ads, pay-per-click, blogs and social media. Current Greensburg Tourists and Travelers Focus group data from February 2012 indicates the typical visitors are retirement-age people on their way to the mountains or to southwestern states. Their average ages are from 50s to 70s and most tend to visit multiple downtown locations and eat at least one meal. They do not stay overnight. According to State highway data, between 5,000 and 6,920 non-commercial vehicles travel to and from Greensburg from the east on US-54/400 and about 5,190 arrive from the west. North- and southbound traffic on US-183 is much lighter (approximately 650 from the north and 940 from the south). ~Commercial truck traffic accounts for approximately 23 percent to 33 percent of traffic through Greensburg. According to Big Well Visitor Data (data descends in frequency): ~International Visitors: Canadians (visit every month since 2007) England Germany Australia Europe Mexico South America Asia Africa Each month, the Big Well saw visitors from a minimum of 16 states and as many as 42 states. NTA-22

Demographic of Kansas Visitors (according to the Kansas Travel and Tourism Division) The state identifies its core target audience as visitors who make larger than average expenditures on travel, entertainment, meals and lodging. The average age is 51, household income is $110,200 and 36 percent have children in the household. 86 percent are homeowners. The two largest market segments are ages 45 to 54 and 55 to 64.

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n tio ion ra at g We will now shift from short-term tourism information to more Mi rm long-term migration and settlement data in an effort to address the fo goal of increasing Kiowa Countys population. By examining nationwide miIn gration data and drilling down from there into state, county and town migration,
we can gain an understanding of trends and behaviors. Inflow This section will illustrate where people are moving to Kiowa County from since 2005. Based on Census Bureau data, Kiowa County experienced inflow from five different states in addition to Kansas from 2005 - 2009. These states were California, Colorado, Iowa, Oklahoma and Texas. Inflow from specific counties within those states is presented as follows:

Within Kansas, people moved into Kiowa County from Barton, Comanche, Edwards, Ford, Geary, Gray, Haskell, Johnson, Riley and Sedgwick counties. Outflow Here, we will look at where people moved to from Kiowa County since 2005. From Kiowa County, people moved to nine other counties within Kansas and four other states. That information is as follows: Alaska - Anchorage Municipality Kansas - Butler, Edwards, Ford, Kingman, Labette, Pratt, Sedgwick, Stafford and Trego counties Missouri - Cape Girardeau County Oklahoma - Garfield and Kay counties Texas - Harris and Lipscomb counties - Source: 2005 - 2009 ACS, US Census Bureau County to County Statistical Analysis In the ACS to Census data comparison report, Megan Benetsky and William Koerber said that they compared data sets and limited the data to quality standards as determined by the Statistical Quality Standard F1-5 of the Census Bureau. Benetsky and Koerber say that serious data quality issues related to sampling error occur when the estimated coefficients of variation for the majority of the key estimates are larger than 30 percent. By removing the data flows that did not meet those quality standards, the ACS provides a more accurate analysis of county to county migration data. From April 1, 2010, to July 1, 2011, Kansas experienced a population percentage change of 0.6. In that same time period, Kiowa County experienced a population percentage change of -0.2. Kansas had a white population in 2011 of 87.4 percent. In Kiowa County, the figure was 96.2 percent. In 2007, Kansas retail sales per capita were $12,444. Kiowa County had a retail sale per capita of $5,385. Geography Area Series: County Business Patterns Of Kiowa Countys 92 business establishments, 12 are categorized as construction, nine are wholesale trade, ten are retail trade, seven are finance and insurance, six are transportation and housing, seven are health care and social assistance, eight are accommodation and food services and 20 are other services (except public administration). Selected Social Characteristics in the United States Kiowa County has 975 residents of German ancestry according to the Selected Social Characteristics in the United States table. 309 are of English ancestry and 272 are of Irish ancestry. Kiowa County has 1,843 residents that were born in Kansas, 755 born in a different state, and 56 were foreign born. NTA-25

California - Orange County Colorado - Baca and Weld counties Iowa - Marshall County Oklahoma - Nowata, Ottawa and Washington counties Texas - Collin, Dallas and Tarrant counties NTA-24

Table 1
State to State Migration Flows, 2010 Of Kansass 2,820,894 people listed in 2010, 95,059 lived in a different state one year prior to this data being released (from the 2010 American Community Survey one-year dataset). An estimated 6,022 people came from Colorado, 6,125 from California, 2,238 from Arizona and 873 from Mexico.1,548 came from Arkansas, 2,863 from Florida and 1,196 from Georgia, 2,943 from Illinois, 1,544 from Indiana, 1,875 from Iowa, 23,384 from Missouri, 2,678 from Nebraska, 7,568 from Oklahoma, 9,217 from Texas, 2,390 from New York, 1,369 from Maryland, and 12,273 from abroad. Pew Social Trends Table 1 contextualizes some migration statistics. 41.5 percent of Kansas residents in 20052007 aged 18 or older were born in another state. Kansas is in the top half of states in this category, ahead of states like California and Texas. The sticky states table tells us what percentage of the same age group in 2005-2007 was born in a state and still living there at the time. 50.2 percent of Kansas residents in this group still live in Kansas, but out of 50 states it is ranked 41st in this category. People may perceive this statistic as a desire that a lot of residents have to move away from Kansas to other destinations. This will be an interesting challenge to address going forward when targeting the out-of-state market. Map 1 essentially reinforces what the previous table illustrated. Kansas had a net interstate migration loss in 2007. The loss was not as significant as the table may make it appear, however. Only two other states had a loss smaller than that of Kansas, and as previously stated, from April 1, 2010, to July 1, 2011, Kansas experienced a population percentage change of 0.6. This table illustrates Kansas as a gray state, but it is essentially right in the middle of this chart, alternating between an orange state and a gray state. From 2005-2007, Kansas experienced a -0.3 percent loss as a percent of the 2007 population. The white population in Kansas experienced a net decrease while the Hispanic population experienced a net increase for 2007. The total state population was approximately 2.8 million, with a net interstate migration of -9,000. At a statewide level, it is interesting to note that Kansas is almost surrounded by states that had a net interstate migration gain in 2007 (Oklahoma, Colorado, Iowa, Missouri and Arkansas).

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Map 1

2008 Migration from Kiowa County To Edwards County - 60 people, $12,600 income per capita To Ford County - 57 people, $16,100 income per capita To Comanche County - 32 people, $17,500 income per capita To Pratt County - 150 people, $19,800 income per capita To Sedgwick County - 26 people, $43,600 income per capita To Reno County - 43 people, $21,100 income per capita Map 2 illustrates the in-state counties that people moved to in the year following the 2007 tornado. The six counties listed here are not the only Kansas counties that Kiowa County residents moved to after the tornado, but they are the counties that had the largest influx of former Kiowa County residents based on the available income tax data. Source Internal Revenue Service Tax Statistics

Map 2

For 2000 to 2010, Kiowa Countys population loss is largely a function of the 2007 tornado. This table gives a regional look at population changes of Kansas counties, which can then be compared to figures in the next table. These statistics help contextualize the shortterm data.

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Map 3 is a percent population change table that illustrates county by county trends in Kansas over periods of time. It is important to note that the first table covers a ten-year span while the second table covers a period of about 15 months. For that reason, the numbers in the second table are relatively smaller for the most part. What these tables offer is a look at an extended population growth or decline trend for the years 2000 through 2010, followed by a short-term table which illustrates certain counties that may have the potential to reverse negative trends.

Migration and Income Data indicate that families or people with a higher household income are less likely to move than those with lower incomes. The Census Bureaus Statistical Abstract of the United States supports this claim. According to the statistical abstract: 93 percent of householders with a 2009 income of 100,000$ and over were non-movers. 86 percent of householders with a 2009 income of $25,000 to $34,999 were non-movers 85 percent of householders with a 2009 income of $10,000 to $14,999 were non-movers 78 percent of householders with a 2009 income of $5,000 or less were non-movers Proportionally, the householders with an income of $35,000 to $49,999 were the most likely to move to another county, among those who moved. However, that income bracket also had a non-mover rate of 87 percent. Nationwide scope Domestic migration reached its lowest level in 2010 since the government began tracking migration statistics in the 1940s, according to the Census Bureau. The lingering effects of the recession were primarily to blame for this, as well as effects from the housing crisis, said Kenneth Johnson, the senior demographer at the Carsey Institute at the University of New Hampshire. Approximately 3.5 percent of the population, 10.5 million Americans, changed counties from 2009 to 2010. This was the lowest percentage since 1947. 15.8 million people moved from 2004 to 2005, when the economy was doing comparatively well. About four out of ten movers cited housing-related reasons for moving. Another third said they had moved for family reasons, and about 16 percent said job reasons. Source The New York Times

Map 3

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ic t om en Current Economic Climate of Greensburg n co opm E l ve Employment De The 2012 unemployment rate in Kiowa County is 3.1 percent
with a job growth rate of -6.97 percent. Future Job Growth is projected to exceed 22 percent in the next 10 years based on migration patterns, economic growth and other factors. The median household income for Greensburg residents is $35,708 and the income per capita is $22,023. The percent age of the population by occupational field is listed below. Population by Occupation June 2012 Industries Farming, Fishing and Forestry Production, Transportation and Material Moving Construction, Extraction and Maintenance Management, Business and Financial Service Professional and Related Occupations Sales and Office Greensburg, KS 3.93 percent 12.04 percent 13.61 percent 13.87 percent 15.97 percent 18.85 percent 21.47 percent United States Average 0.70 percent 14.05 percent 9.42 percent 14.04 percent 14.45 percent 20.61 percent 26.75 percent

Housing The median home cost in Greensburg, Kansas, is $61,300 which is far below the national average of $152,300 Homes in Greensburg retain their value longer than the national average. Property tax in Greensburg is 27 percent higher than the national average. Of the houses in Greensburg 50.81 percent are owned, 31.55 percent are rented and 17.63 percent are unoccupied. Cost of Living Greensburgs overall cost of living is 21.2 percent lower than the national average. The cost of living is as much as 4 percent lower than surrounding communities including Pratt, Jetmore, Bucklin, Dodge City and Macksville. Education The average class size is 8.7 students and school expenditures are $5,747 per student. 83.25 percent of the population are high school graduates and 23.17 percent have completed two-year college degrees and higher. Economic Status of Surrounding Communities (for comparison) Kinsley, Kansas (pop. 1,457) Has an unemployment rate of 3.7 percent and median household income of $30,821. Recent job growth in Kinsley has been positive and future job growth is expected to be above 30 percent. Kinsley has a median home cost of $46,100 but the majority of houses were built before 1950. Kinsley schools spend $6,164 per student and 83.20 percent of the population are high school graduates. Dodge City, Kansas (pop. 27,340) Dodge City has experienced negative recent job growth at -4 percent. Expected future job growth is 28 percent. Dodge Citys median household income is $44,283. Dodge City has a median home cost of $87,000 and only a 6.41 percent vacancy rate. The property tax rate in Dodge City is slightly higher than that in Greensburg. Dodge City spends $5,098 per student and 68.92 percent of the population are high school graduates.

Table 2
Table 2 provides a comparison of Greensburgs population by occupation compared to the national average. For the most part, there is a consistent correlation. The most significant differences are in sales, construction and farming. Greensburg employs more farmers, fishers and construction and maintenance workers than the national average. Greensburg employs less sales and office personnel than the national average. Source: Sperlings Best Places

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Pratt, Kansas (pop. 6,835) Pratt has an unemployment rate of about 4 percent and recent job growth has been positive. Future job growth is a projected 39.82 percent. Both median household income and income per capita are higher than Greensburg. Pratt has a median home cost of $76,400 and a slightly lower property tax rate compared to Greensburg. School expenditures total $5, 849 per student and 85.74 percent of the population have graduated high school. Source: Sperlings Best Places Greensburgs Competitors Here is some tourism-related information about local communities. Our research supports the idea that Dodge City, Garden City, Hutchinson and Pratt are Greensburgs primary competitors. These competitors range from 31 to 98 miles outside of Greensburg and are primarily located in southwestern Kansas. This information provides a brief overview of why they attract tourism. Dodge City, Kansas Dodge City has a lot of history. The town served as a famous cattle drive destination on the Santa Fe Trail years ago, and preserved wagon tracks from a section of the Trail can be found 9 miles west of town. The Dodge City Trail of Fame is a walking tour of the old Dodge City historic district, which highlights history of the Santa Fe Trail as well as famous residents who are historic to Dodge City. Dodge City Community College lies on the north end of town. According to the Department of Education, Dodge City Community Colleges tuition is 76.3 percent less expensive than the average for all Kansas colleges and universities. The college provides education for approximately 1,900 students. The Wright Park Zoo has more than 45 mammals and birds on display, including animals significant to Dodge Citys culture such as the longhorn cattle and buffalo. Dodge City Civic Center and United Wireless Arena host concerts and events. Dodge City Raceway Park has a 3/8-mile dirt track that hosts midget and sprint car racing between April and October. Dodge City has a regional airport that provides flights to and from Denver, CO, making the town easily accessible for out-of-town visitors. NTA-34

Garden City, Kansas Garden City Community College educates approximately 2,000 students, with almost an even split between full-time and part-time students. Garden City has a regional airport that provides flights to and from Dallas and Fort Worth, Texas, encouraging visitors from northern Texas. Garden City has a record-breaking swimming pool. The Big Pool was once named the worlds largest free concrete swimming pool. The pool is larger than a 100-yard football field and can hold 2.2 million gallons of water. An entry fee at the Big Pool is now charged, however, the pool maintains steady business in the summer months. Garden City is home of the Buffalo Game Preserve which holds one of the largest herds of bison in the world. Hutchinson, Kansas Hutchinson Community College provides education for approximately 5,600 students. More than 53 percent of the students are considered to be part-time. Hutchinson hosts the annual Kansas State Fair. It begins the Friday following Labor Day each year and lasts for ten days. The fair draws in approximately 350,000 attendees from all around Kansas and surrounding states. The Kansas Cosmosphere and Space Center is located in Hutchinson and serves as a museum and educational facility. This center is one of the three museums to display flown spacecraft from Mercury, Gemini and Apollo missions. The Kansas Underground Salt Museum located in Hutchinson is built within one of the largest deposits of rock salt in the world. During this museum visit, tourists are able to go up to 650 feet beneath the Earths surface. Pratt, Kansas Pratt poses as a different competitor for Greensburg. It is only 31 miles northeast of Greensburg, making it the towns closes competitor. Pratt does not draw much attention with tourist attractions; however, it provides many of the resources that Greensburg lost in the tornado. Pratt has the nearest Wal-Mart Supercenter to Greensburg. Greensburg only has a Dillons store that provides groceries. Pratt has a lot of locally owned stores as well as chain stores such as Sears, RadioShack, OReilly Auto Parts, Dollar General, and Maurices. In short, Pratt has more popular stores than Greensburg. NTA-35

Pratt Community College provides education for approximately 1,660 students. The Pratt Regional Medical Center supplies many jobs for people in the area and is well known for its staffs medical research. The Miss Kansas parade and pageant are held in Pratt every year. Projected Demographic Changes in Rural Communities By Race: Hispanic immigration is on the rise in non-metropolitan areas especially in the rural Midwest. The white and African-American populations are declining in Rural and Small town America. Boomers: Counties with scenic landscapes and mild climates have seen accelerating rates of migration of those in their 50s and 60s. 75 million boomers are soon to hit that age. The report suggests substantial future growth in Recreational and Amenity Counties. Young move out, the old move in: Net migration is age selective. Rural America has consistently high out migration by those ages 20-29. In migration consists mostly of those over the age of 50. Youth out migration has slowed the birth rate and subsequently population growth of rural communities. Three Major Trends in Economic Development within Rural Communities John B. Marek of Thunktank, an Economic Development and Marketing blog, suggested that there are three major trends in economic development within rural communities. Marek talks about an increased focus on local economies and the relationships between local businesses, the challenges facing over-extended rural government entities and the continued development of rural small business and entrepreneurial ventures based on technological and demographic shifts. Mareks three trends are examined in further detail here An increased focus on local economies and the relationships between local businesses A new emphasis placed on all things local through the local foods movement will provide an opportunity for neighborhood and local shopping. Shop Local campaigns have been used by several cities including Lawrence, KS to provide an incentive for the community to spend their money locally and stimulate the local economy. Innovative ways to enhance the level of engagement between consumers and local business include customer cards, local currency and the main street four point approach. The challenges facing over-extended rural government entities Continued high unemployment, declining property values and slow retail activity are taking a toll on state and local government entities that may find themselves over-extended. NTA-36

This will lead to continued and escalating cuts in basic services which could disproportionately affect rural communities. Increased requirements on healthcare, unemployed and infrastructure could be factors in balancing local budgets and moving forward with economic development. The continued development of rural small business and entrepreneurial ventures based on technological and demographic shifts. Several technological and demographic trends are in favor of small business developers and rural entrepreneurs. The local foods movement is creating opportunities for small scale production, agri-tourism, distribution and retail ventures. Source: Thunktank The following are some more ideas for initiatives that various organizations have suggested will spur economic development in local economies: The Main Street Four-Point Approach The Main Street Four-Point Approach, developed by the National Trust for Historic preservation, is a tool used to revitalize local economies through a coordinated volunteer effort. Organization coordinates the effort by coming to a consensus on the same goal. The workload is divided amongst the various stakeholders and responsibilities are clearly delineated. A paid program director coordinates and supports the volunteers. Promotion creates a positive image to increase community pride and improve consumer/investor confidence in the local commercial district. Advertising, retail promotions, special events, and marketing campaigns help sell the districts unique characteristics to local shoppers and visitors as well as potential business investors and property owners. Design work is done to get Main Street into top physical shape. This includes directing attention to the visual elements of the commercial district: buildings, storefronts, public spaces, statues and landscaping. Long-termplanning can also enhance the districts physical appearance by educating local business owners about design quality. An appealing atmosphere creates a positive message about what the local commercial district has to offer. Economic Restructuring is done by expanding successful local businesses, inviting competition between local businesses, and attracting new businesses that the market can support. Unused commercial space is converted into economically productive property. NTA-37

Community Development Venture Capital Community development Venture Capital is on the rise in rural communities. Equity and near equity investments are made to small businesses based on potential for job creating and community growth. CDVCs target low-to-moderate income communities and have proved helpful in overtaking the obstacles that many small rural towns face. CDVCs are willing to invest in companies in numerous industries, stages of development and locations. Small Business Administration Initiative The SBA rate of investment in rural small businesses will be increased to 350 million over the next five years. Any business will be eligible including those in tourism, manufacturing and professional services. Marketing teams will be created by the administration to bring in private investors. The Department of Labor is providing job search and training tools to all Department of Agriculture offices. The Department of Health and Human Services will provide access to the National Health Services Corps loan repayment program to rural hospitals to recruit new physicians. Each primary care physician added is estimated to create 23 jobs per year. Source: Bizjournals Business and Community Development Presentation Susan NeuPont Cadoret presented information to our Campaigns class on behalf of Business and Community Development for the Kansas Department of Commerce. The following is information which she provided that is relevant to this campaign. According to Cadoret, assistance manager for Business and Community Development, the Department of Commerce offers a business retention & expansion survey to assist local communities in developing their business retention and expansion strategy. Cadoret said that the survey can be a starting point for developing business relationships. The surveys have been done for Bird City, Barber County and Derby, Kansas. The surveys offer a comprehensive report on county businesses and the business environment. The information would be useful to both existing businesses and prospective business owners who want to know more about Greensburgs economic climate. Cadoret said that 80 percent of new jobs are created by existing businesses, so the focus would likely be primarily on businesses that are already in the area and established.

Communication is Key Cadoret also said that it is important to keep the lines of communication open with your community. Keep your citizens informed of what is happening in their community on the economic development horizon. Share your successes and let the public know when you need their assistance to be successful. Greensburgs Economic Development Barriers The following are what Cadoret suggests are the barriers Greensburg will have to overcome in economic development. The location cannot change, but how we market the location can make a difference. Marketing to masses is not going to work, people who can relocate to a rural area, have to have some familiarity to the lifestyle. Similar to the location barrier, the community must be honest in their presentation of the lifestyle their community offers. If you have lived most of your life in a populated area where entertainment, educational and leisure activities abound, you are probably going to have a hard time adjusting to a lifestyle where your sporting events are limited to little league baseball or high school football; and cultural events are centered on the local historical. Changing the population in a positive direction is the basic reason for economic development efforts. Before we begin recruiting people, we need to identify what the community needs to support that growth, especially in terms of infrastructure and entertainment. With the decline of population has come the decline of investment in housing stock. The biggest shortage in most rural communities is the availability of rentals for the employed worker. There are plenty of federally funded housing programs for the LMI Low to Moderate Income population. What is lacking is housing available for the medium income worker.

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dia Now that we have examined the economicatstatus of Greensburg and compared e that to surrounding communities, we will look Greensburgs web presence.
Internet Greensburg has good web presence on Google. Discovery has videos and articles about Greensburg specifically. The citys website is good, but there is a lack of information on doing business with Greensburg. Many of their pictures arent up to date, but they do have links to the web pages of the respective topics. The Facebook page has about 3,800 Likes. There are good links to different city events (high school sporting events, city council meetings) and plenty of good posts. However, there is no contact information on the Info page. Radio AM Radio KMMM 1290AM / Pratt, KS FM Radio 93.9 The Buzzard / Dodge City, KS 95.5 Super Hits K95 / Dodge City, KS ~Same as 93.3 The Buzzard KSKZ 98.1 / Dodge City, KS Television KWCH (CBS)- Channel 12 KAKE (ABC) KSN (NBC)- Channel 3 All of these are Wichita local stations Billboards Given the good condition of the well-traveled highways that connect Greensburg to other communities (Highway 50, Highway 400 and Highway 54), billboards could be a great way to advertise. According to http://www.oohcenter.com/outdoor_advertising/Kansas/Kiowa_County/Greensburg.aspx, there is one billboard in Kiowa County, in the city of Greensburg, right off of Highway 54. In Pratt County, there are many more billboards, mostly on Highway 54. Dodge City has billboards on Highway 50 and Highway 400. Billboards are a good way to direct people who are already traveling to stop at your specific destination. NTA-40

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Newspapers The Wichita Eagle The Emporia Gazette The Hutchinson News: Daily circulation: 29,409 households Sunday circulation: 31,751 households Reader demographic: ~65 percent are 35-54 years of age ~75 percent own their own home ~53 percent have over $50,000 yearly income ~40 percent have a college degree ~35 percent are professional or managerial Magazines Kansas Country Living: Monthly Circulation: 122,000 households and businesses Reaches 187,000 people each month Gender: ~74 percent of readers are female ~26 percent male Age: ~65 percent of readers are over 50 years old ~25 percent are 40-49 years old percent percent percent percent retired agriculture blue-collar trades white collar

Careers: ~34 ~19 ~25 ~22

Education ~54 percent of readers have attended or graduated from college

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Sm rg s bu es s Now we will examine the campaign can focus on en usinin order to help meet thethe businesses thattourism and economic devele B goal of increasing r opment. Highlighting the businesses that match up with the interests of the
target audiences will enable us to formulate an efficient marketing campaign. Outdoor Recreational Facilities North Bridge Outdoor Adventures Located 7.5 miles north of Greensburg, North Bridge Outdoor Adventures offers guided and semi-guided hunts for deer, pheasant and quail. North Bridge mentions Greensburgs new developments and suggests visitors take advantage of sight seeing the famous and newly rebuilt town. Guided hunts are relatively expensive ($2,250 and up for a five-day deer hunt, $250 and up per day for pheasant/ quail), so North Bridge likely caters to a higher income target market. Rattlesnake Creek Outfitters Rattlesnake Creek Outfitters was formed in 1998 by Fred Neier and Steve Winters. Rattlesnake Creek offers hunting packages that include guide services, food, lodging and dogs. Winters hopes to accommodate all types of clients, "When it's all done we'll have horseback hunts and 4-wheel hunts for disabled folks I want to see us able to provide hunts for everyone. Rattlesnake Creek has gained prestige through a number of third party endorsements. The Kansas Angler said Rattlesnake Creek brings world class hunting to Kansas and Bill Saiff Outdoors featured the company in an episode of Cabin Country. The company website is no longer in existence Restaurants Kansan Pueblo Nuevo The Kansan Pueblo Nuevo has received high praise from various online reviews. It has a large menu with steaks, seafood and vegetarian options. The restaurant offers authentic Mexican and American entrees, and visitors find it friendly and welcoming. Green Bean Coffee Co. The Green Bean Coffee Co. offers breakfast and lunch daily. It is open as late as 6 p.m. Monday through Friday, and serves fair-trade and organic coffee. Green Bean Coffee Co. offers Free Wi-Fi access and features a relaxing atmosphere.

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Local Shops Fleener Furniture and Flooring The prior facility was destroyed by the tornado, so Fleener ran his furniture and flooring business out of a truck to keep business alive. He rebuilt his warehouse with sustainable building materials consistent with Greensburgs green initiative. He also started a non-profit to build the Kiowa County United building/strip mall located on Main Street Greensburg. Fleener Furniture and Flooring advertised with radio spots to Pratt. Fleener now rents green space in Kiowa County United for $450 a parcel. Studio 54 Glass Studio 54 Glass has a strong web presence with a well-designed website and an exemplary Facebook page that is updated frequently. The prior facility was destroyed by the tornado but now occupies a space on Main Street Greensburg. Studio 54 Glass interacts with other local businesses online. Wheredya Find That Antiques The antique store is located in the S.D. Robinett building on Main Street Greensburg. Wheredya Find That Antiques is named in a few online articles about Greensburgs rebuilding process. The company Facebook page is well-done but has less than 100 likes, and there is no company website. The store was recently featured in a blog called Foundtown.

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n ee s Gr rie We will now ey stgreen industries examine the K du which will be of interest to target audiences Inbased on their psychographic inter-

ests compared to the way these industries conduct business. By identifying these industries individually, we can highlight the benefits of each one and delve deeper into the ecotourism market with more targeted marketing. Organics According to Mayo Clinic, the word "organic" refers to "the way farmers grow and process agricultural products, such as fruits, vegetables, grains, dairy products and meat. Organic farming practices are designed to encourage soil and water conservation and reduce pollution." The organic standards frown upon the usage of chemical fertilizers, herbicides or pesticides. It advocates sustainable practices of utilizing sophisticated ageold crop rotation methods, natural pest control, spread mulch, nature to keep weeds at bay and biodiversity. According to Mintels green-living report, more than onethird (35 percent) of people would pay more for environmentally friendly products. The green market is growing faster than it was before the recession with nearly half (48 percent) people buying more than they did. This result implies that people would cut back

on other aspects of life before doing away with organic products. The organic market is expected to experience a 20 percent growth from 2010-2012. Mintel senior analyst, Chris Haack said that "food and beverage and personal care are the two most mature categories and account for the majority of green products in the marketplace." Energy A growing trend adopted worldwide is the usage of alternative energy. It includes biomass energy, wind energy, solar energy, geothermal energy and hydroelectric energy. These technologies produce equal or better quality results with the advantage of not emitting carbon dioxide. Greensburg Greentown has a huge head start and is one of the model towns in the nation for using alternative energy. According to the Department of Energy, Greensburg saves $200,000 in annual energy cost with thirteen sustainable buildings. Features: Daylighting, high performance windows and ground-source heat pumps that accommodate passive energy savings Kiowa County Memorial Hospital is the first access hospital in the nation to be granted the LEED certification. air. This hospital achieves a 59 percent annual energy savings as compared to any other hospital.

Features: Ultra high-efficiency magnetic bearing chiller with a secondary unit for waste heat recovery and energy recovery wheels for heating or cooling ventilation Wind John Deere Renewables developed the Greensburg Wind Farm, which has been functioning since midMarch. It has donated one-third of the renewable energy credits from the wind farm to the city. NativeEnergy aided in the construction of Greensburg Wind Farm as its most ambitious Help Build project with collective funding from community support of clients, partners and individual supporters. The project provided ten new 1.25 megawatt MW wind turbines each one 350 feet tall with a blade span of 210 feet. The benefit of these turbines is that they generate enough power for 4000 homes. Greensburg is now a city that is "wind powered thanks in large part to this project. Solar Energy Silicon Solar's Selection of Grid Tie Solar Electric System are designed to provide homes and offices with most or all of energy required by harnessing power directly into the utility grid. Utility companies can earn money on per watt basis. In an event of a power outage around the location, houses and offices will still be able to operate lights and appliances. This low-cost and efficient

alternative has the potential to supply clean energy to remote location where conventional electricity is too expensive. Window placement, light shelves and skylights allow incubators to be day lit. Water Potable versus Nonpotable Uses Potable water is the type we use for bathing, cooking and other daily activities. It must "meet a high level of purity and safety." On the other hand, non-potable water is found in landscape irrigation, water for cooling towers and toilet systems. The ability to install two separate plumbing systems would provide users the option of utilizing different water qualities for specific activities. Delivery Scale Roofs in a university campus or office can function as containers to collect rainwater and air-conditioner condensate to tackle economical practicality. The usage of reclaimed water and desalination water can also be an option. Graywater It refers to wastewater from washers, showers, bathtubs and lavatory faucets, which are collected in specific drain lines with filters to remove large particles, stored for landscape irrigation. John Koeller, P.E., water conserNTA-45

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vation expert describes graywater as "the next major breakthrough." Rainwater Harvesting It is especially popular in locations with a limited supply of water or inherit hard land. This process utilizes "a covered container connected to the downspout beneath the eaves of a house, with an overflow and a spigot attached to the hose." Fuel Cells Fuel cells generate electricity through chemical reactions. As compared to batteries, fuel cells are capable to store more energy with maintaining equal space. The usage of hydrogen causes the electrodes to reacts to create a flow of electricity. Today, fuel cells is used to power forklifts, small motors and other equipment. The portfolio entitled Options for Alternative Fuels and Advanced Vehicles in Greensburg, Kansas designed by the National Renewable Energy Laboratory focuses on "key success factors of infrastructure, alternative vehicles, and alternative and renewable fuels." Long term: All alternative fuels and advanced technologies, such as electric and hybrid vehicles and idle reduction devices will help the city and its citizens reduce both greenhouse gas (GHG) emissions and the citys dependence on foreign oil. Short term: Biofuels and select other alternative fuels can especially support the community if they are produced from locally grown crops and by using local, renewably generated power.

Pollution controls and waste reduction Pollution controls and waste reduction go hand-in-hand with going green. It paints a picture of a town with the air quality, water grade and waste disposal. For water pollution, control measures can drastically improve the quality of water. It also helps avoid costly water treatment. An approach to manage water is erecting green infrastructure. This is ideal for a town like Greensburg because it further utilizes its green buildings to manage water and source of its pollutants. Also, it is crucial to adopt efficient and responsible steps in using, treating, disposing and managing water by protecting and maintaining the facilities. Air pollution is constantly factored into the equation when talking about living green. Small steps such as the controlled use of asbestos in homes, using of homemade cleaning products, banning of aerosols, airing out the house or using plants as decorations can contribute to green efforts. Greensburg has come up with creative ideas that intertwine green efforts with the lives of its residents. With the creation of a walkable town, it reduces the need of fossil fuel based transportation. In addition, each LEED-platinum building is projected to reduce carbon emissions by 42 percent compared to conventional buildings. With the aggressive practicing of the carbon reduction strategy, Greensburg can potentially reduce its carbon footprint from the 10,876 tons of carbon dioxide annually into half.

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Research
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Primary

In order to gain insight into the current situation of the Greensburg community, we conducted two focus groups in Greensburg, Kan., on September 28, 2012. Statement of methodology - Stacy Barnes, convention and tourism director, selected the focus group participants based on the availability of the community members. In order to comply with university and federal regulations, the moderator read a statement of participants rights at the beginning of each focus group, informing the group they have the right to withdraw from the study at any time. The statement included the rules for participating and contact information for both Professor Guth and the Human Subjects Protection office.

Greensburg is Home A common theme the focus group participants stressed is Greensburg has the potential to grow. They also consider it to be their home. Participants noted other small towns may be struggling or dying off while Greensburg continues to build and grow. Part of what makes Greensburg home is it has more to offer than surrounding communities. Participants said Greensburg is a classic example of rural, small-town America combined with a unique postdisaster green mentality. Janice Haney, who has lived in Greensburg for 42 years, said it is absolutely the best place on the planet to raise your children. There was also a common sentiment that living in a small town increased accountability. A participant shared an example of a shopping cart that he saw stranded in a parking lot in Wichita. He said in a small-town atmosphere people have strong sense of accountability and that they would be less likely to do things like leave shopping carts unattended. Another participant said once you lose your credibility in a small town it is very hard to earn it back. Determination to Stay and Rebuild The focus group participants talked extensively about helping people. Participants said some elderly individuals used their entire retirement funds to stay and rebuild. Haney spoke for the group when she said everyone is invested in the community. Ed Truelove has lived in Greensburg less than a year, and said he wanted to come to Greensburg when the city administration job became available. The idea of helping people was a powerful influence. The Tornado The community talked about whether the tornado should remain part of their narrative. The group did not reach a consensus. Erica Goodman, a city council member, said that some people do not want to talk about the tornado but acknowledge it will always be a part of the towns history. Another participant said the towns story should be about its response to the tornado and how it rebuilt. Haney agreed and said the recovery is a miracle and the people who helped are heroes. If the tornado must remain in the narrative, it should provide a context to visitors so they can get a full illustration of how far the residents of Greensburg have come in five years. Economic Climate of Greensburg Goodman said the Greensburg economy is strong. Haney said, We do have a couple of empty places on Main Street, you cant ignore that. But, you should have seen it before. Despite this, she believes Greensburg has weathered the recession better than most. The group agreed Greensburg could be doing better, but town climate is trending in a positive direction. When asked about building an apartment complex in Greensburg, Haney said that brand new apartment buildings would have to charge high rent in order to receive a return. She also said town zoning is strict because Greensburg doesnt want a trailer park atmosphere. In addition, participants seemed frustrated that visitors do not understand property taxes and valuation in the community. NTA-51

ic ocus om t F n co en E m p lop rou ve G The first focus group, consisting of eight participants, centered on e
economic development in the community. Time, date and location of focus group - The focus group was held in the Kiowa County Commons on September 28 at 10:00 a.m.

This focus group consisted of: Convention and Tourism Director for Greensburg, Stacy Barnes Mayor, Bob Dixson City council member, Erica Goodman Greensburg Public Housing Authority member, Janice Haney Former member of the City of Greensburg Public Building Commission, Judith Kirk Vice President and Branch Manager of Centera Bank, Steve Kirk Kansas State University extension agent, Barrett Smith City Administrator, Ed Truelove The participants were asked questions about living in Greensburg, the advantages of smalltown living, the motivation for people to stay in Greensburg, the feeling about the tornado being a part of the town narrative, the health of Greensburgs economic climate, the longterm recovery plan and the misconceptions about green marketing and the community in general. The moderator was Travis Johnson. NTA-50

Green Marketing Mayor Dixson said a preconception exists that green is a left-wing, liberal movement but in Greensburg it is actually a conservative, traditional way of life. He said Greensburg needs to be known as sustainable, not just green. Goodman said building green is expensive, but it is expensive to build any type of building. Context is important when educating visitors to the strengths of Greensburg. Not a Free Ride Barnes said people think Greensburg has had a free ride from FEMA. I would love to have the house I grew up inwell give the tornado to someone else next time. The other participants said Greensburg and townspeople did not turn down any assistance from the state and federal level, but they also helped themselves a lot. Mayor Dixson said Greensburg should be marketed for the benefit of the region. Goodman said the construction in Greensburg has helped other regions in the area.

Fo ism up The discussion focused on ideas for improving tourism traffic, from ur ro both in-state and out-of-state tourists, in Greensburg. To G Time, date and location of focus group - The tourism focus group was held
in the Kiowa County Commons on September 28 at 1:30 p.m. This focus group consisted of: Mayor Bob Dixson Convention and Tourism Director, Stacy Barnes Member of the Convention and Tourism Board, Grant Neuhold Executive Director of the Kiowa County Historical Museum, Jim Crawley Member of the Convention and Tourism Board and Greensburg Recreation Commission, Aaron Zadina Member of the Convention and Tourism Board, Haley Kern Participants discussed how to describe Greensburg to visitors, how people from other communities view Greensburg, what is distinctive about Greensburg and what would make travelers stop in Greensburg. They also talked about past tourism efforts, barriers to visiting Greensburg and where they see Greensburg in the future. The moderator was J.M. Angotti.

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Describing Greensburg to Outsiders The participants said most people have heard of Greensburg, but the light really goes on when they say Greensburg is the tornado town. Participants said there is strong sense of hospitality in the Midwest. People in the region may view the community with some degree of animosity because Greensburg received money to rebuild. Greensburg accepted government assistance, but said they would gladly let someone else endure the tornado the next time. People admire Greensburg residents effort and ability to pick up after the tornado and rebuild. A participant said in Katrina, people wanted to be helped. In Greensburg, people wanted to help themselves.

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What Sets Greensburg Apart Focus group participant, Aaron Zadina, said one of the busiest highways in the entire state of Kansas runs through Greensburg. Zadina added that the two-lane highway is good because it makes it easy for people to pull off the highway and stop in the town. Jim Crawley, Big Well Executive Director, said a lot of people say everything is brand new, and are curious why. There are tourists who are unaware of the tornado, but want to see the new buildings in the town. Barnes said some people know about the Big Well but are unaware of the tornado. The Big Well and the soda fountain may not be destinations, but they help supplement the time tourists spend in town. Zadina said Greensburg has three times as many attractions to market to tourists as compared to similar-sized towns. Mayor Dixson said Greensburg cannot lose sight of the fact that the older tourists know about the Big Well and know it is still there. The Big Well is a cornerstone of the Greensburg brand. As an example, Dodge Citys community struggled with their decision to market its history with Wyatt Earp. Mayor Dixson said, It is crucial to market that even if it may have been a ruthless period in history. Its what people recognize. Why Stop in a Small Town? Participants said it is difficult to determine what will entice a traveler to stop in a small town. Haley Kern, member of the Greensburg tourism board, said signage is what attracts her. Crawley said he likes signs that point out historical markers. The participants said the soda fountain is a reason many people stop in Greensburg. It survived the tornado, therefore it can be viewed as a connection to Greensburg before the tornado. Barnes said I felt like I was in third grade again after I came back and got a drink at the soda fountain. Much of the conversation focused on looking to the future and discussing Greensburgs evolving community structure, but the soda fountain was about good memories from the NTA-54

past. Mayor Dixson said, Being able to go to a soda fountain gives you a nostalgic connection. What has Worked in the Past Barnes said after the tornado, there was heavy media coverage. The town did not have to seek out paid publicity because its story was being told across all kinds of media. A participant said, Five years later, we have to do more to try to market ourselves. Kern said Greensburg started a five-year commemoration in 2012. Advertising on radio and television helped bring people to Greensburg. Downtown business owners primarily do their own advertising through newspaper, radio, sidewalk sales and flyers. Zadina said social media have been catching on and they have been able to reach people beyond the normal boundaries. Dedicated Seasonal Events All high school and alumni reunion class events take place on Memorial Day weekend, the same weekend as the rodeo and arts and crafts fair. After 2012, Greensburg will no longer commemorate the tornado. When asked about hosting a green event, such as an Earth Day celebration, Barnes said, If there was an organization that wanted to take that on and spearhead that, that would be wonderful. An Earth Day celebration would be a natural fit. Mayor Dixson said We have fall harvest festivals, et cetera. Lets do something totally different, very unique that people would remember. The ideas, some more serious than others, included a Jimmy Buffet look-alike contest, an alligator festival, a timberwolf festival and Stagecoach Days to tie in with Cannonball Green. Opinions on Green Town Marketing A participant said green town marketing makes complete sense. The group agreed Greensburg needs to stay consistent in its marketing efforts. Crawley said some people dont understand what green really is. The

key is education and fighting preconceived notions. He said Theres more to being green than building a house that costs ten bucks a month to live in. If you know what being green is, its a lot easier to do. Greensburg Tourists Barnes said Greensburg has many markets and segments, such as visitors who know about the tornado, audiences who have seen the reality show and people who want to see the Big Well. Zadina said the majority of tourists are around retirement age and seek out new experiences each week. He said, People will pull over and spend half a day here. Thats a huge segment. Kern said she has met many diverse tourists who are interested in the green movement. The group talked about bicyclists on long-distance trips on Highway 54. I would like to figure out a way to capture that audience, said Kern. She said Greensburg was a time stop on a coast-to-coast bike ride last year, and Greensburg would like to figure out a way to reach that segment. Mayor Dixson also said the town is on a major snowbird route. Barriers to Visiting Greensburg Kern wanted to address the lack of hotels immediately. Mayor Dixson said lodging is a barrier and the cost of putting a full-service RV park in is another obstacle. Zadina said, Getting people to actually stop when they are in town and spend the night is important. Participants said the gas station on the highway is always busy, but the challenge is getting those people onto Main Street and into places like the Big Well. Crawley said the town starts winding down around 6 p.m. If there is an event going on, such as a high school athletic event, the majority of town will be there. Everything revolves around the school and school-related activities. Crawley said, Its very much a family town. Barnes said a tourist coming to Greensburg on a Sunday will not see a whole lot. Mayor Dixson said things have changed

from when he was a kid. Saturday was a big deal to go to town in rural America. Everyone went to town on Saturday because everyone worked all week. Participants agreed Friday afternoons are now the busiest times in town. Barnes said the Big Well Museum is generally busiest on weekends. Greensburg as a Final Stop Barnes said Greensburg is an in-between stop. In the summer months, the town gets traffic from people going to Colorado who could have taken I-70, but detoured to see Greensburg. A participant said Im fine with it being a stop on the way as long as they spend a whole day here and spend money. Crawley said the lack of restaurants prevents people from stopping in Greensburg. The group said travelers look for familiar chain restaurants. Some participant thought a chain restaurant might cause an existing local restaurant to close. Mayor Dixson said, Competition is good if youve got enough traffic through your business to make it work. If you dont improve your production and you go out of business as a result, thats your fault. Barnes said the Green Bean gets a lot of outside traffic, however it is not on Main Street, it is on the highway. Greensburg in 10 Years Kern said, Id like to get back to pre-tornado population. Hopefully we get some businesses that bring in families, housing, etc. Zadina said, We dont just want the population to grow, either. We want quality people to come here that have jobs. If we build low-income housing or a trailer park, we could increase to 2,000 people in a heartbeat. Right now, though, the people that are here have jobs. Mayor Dixson said, Its not that we feel like were better than everyone else, but we dont have that $250 a month house that people on public assistance could rent. Weve invested our life savings here come and grow with us. Dont come in here and bring in 500 jobs that totally changes who we are. Let someone come in and bring NTA-55

10, 12, 15 jobs. That makes us a sustainable community. Zadina said when he moved to Greensburg in 2009, people were very welcoming. He feels a sense of pride in being able to call Greensburg home. Crawley added, I moved here for the job, and I feel like part of the community. Television and Visibility In the past, Greensburg advertised on Wichita channel 12. Participants said they would like to have a cable system, but access to services such as Cox Cable is not available in Greensburg. Traffic The grocery store, Dillons, receives a lot of business, but the clerks there do not know where to direct tourists. Dillons employees live outside of Greensburg and say they are not getting paid to be tourism representatives. A participant said, We get so many people with a big camper or trailer that pull right into the bank and block every parking spot we have, and it creates tension between locals and tourists. Mayor Dixson said, Everybody has to be an ambassador. Each one of us, we are ambassadors for this community. The group agreed it is important to attract visitors to the town, talk to them and welcome them to Greensburg.

munities in order to provide the client with an overview of disaster scenario responses. The communities studied faced a wide variety of disastersanything from a flood, to wildfires, to shootingsand we interviewed prominent citizens of these towns in order to gain insight as to what happens after a disaster occurs. We looked to provide Greensburg with an overall summary of what these communities have done to rebuild, memorialize the events and victims and what advice they would have for Greensburg. Many of the community members said in order to rebuild they needed a plan. Community members had to be educated on what to do should a natural disaster hit. The communities that already had plans in place cleaned up and rebuilt their respective towns much more efficiently, whereas communities that did not have a plan realized one needed to be implemented quickly. The first step of a plan must ensure city workers and officials can go back to work quickly so the needs of residents can be heard and met. Most communities also adopted stricter standards, safety techniques and new building and zoning codes after the disasters. A majority of communities implemented strategies to strengthen or reinforce the town brand. Communities addressed their brand in several ways, some of which included establishing new principles to define their culture, updating city websites and newsletters and holding public meetings where community members could voice their opinions. Following the tornado in Smithville, Miss. which killed and injured a combined 56 residents, community officials created a recovery plan, divided town goals into subsets and created committees to assist in the process of goal-implementation. They created a housing sector, an education sector, business sector and a community service sector. Each sector had specific goals and tactics to carry out, keeping the overall goal to revitalize Smithville in mind.

Some communities decided not to commemorate their specific disaster. Many see the event as in the past, but only a piece of their communitys puzzle. The disaster does not define them as a whole. Some were adamant about looking forward and not dwelling on the past and negatives. Others put memorials into place. Oklahoma City, Okla., built a memorial museum after the bombing of the federal building. Numerous communities built parks and gardens memorializing victims. Some erected monuments. Joplin, Mo., created a website commemorating the tornado that hit the city in 2011. A few communities have ceremonies on the big anniversaries. Virginia Tech has a commemora-

tive walk/run each year for the victims of the 2007 campus shooting. Having seen the face of disaster firsthand, these communities are willing to help in times of need. They advise Greensburg and other disaster communities to be patient because rebuilding will not happen over night. Communities should be sure to take care of the residents first, act quickly and reach out to surrounding cities for resources. Deidre Ebrey of Moore, Okla., a town hit by a tornado in 1999, gave this advice: What has happened, happened. Go forward and have a plan.

to do in the future. In the case of Greensburg, it is helpful to look at other communities that have been hit with disasters and see what strategies and techniques they have used to come back and rebuild. We studied and researched 22 disaster comNTA-56

ter ity s sa un Sometimes Di m an organization m filesneeds learn about other Co Pro similar situations in order to figure out where to go and what

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Key Findings
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Summary of

New Tree Agency compiled an extensive amount of research to increase comprehension of the current situation in Greensburg and Kiowa County regarding tourism and economic development to understand what can be done to improve Greensburgs brand. Our research showed us the people of Greensburg live modest lives. They live on a budget, being mostly high school educated. Their activities are traditional and they usually belong to a church. Most people have blue-collar jobs, or have retired from those jobs. The population is comprised almost exclusively of white, non-Hispanic people. They take pride in their country and drive mostly domestic cars. They use their leisure time to enjoy the outdoors. They read magazines that pertain to hunting and fishing, motorcycling and guns. Kiowa County registered a -0.2 percent population decrease from April 2010 to July 2011, but nearby counties Ford, Hodgeman and Gray experienced some of the most significant increases in the state of Kansas in that time period. Fifteen Kansas counties registered a percent population increase greater than one, and of those counties, nine are in western Kansas. This small sample size of migration data provides reason to be optimistic about the prospects of increasing tourism and population in rural Kansas. Domestic migration reached its lowest level in 2010 since the government began tracking migration statistics in the 1940s. Approximately 3.5 percent of the population (10.5 million Americans) changed counties from 2009 to 2010. However, 15.8 million people moved from 2004 to 2005, when the economy was doing comparatively well. If the national economy shows signs of improvement going into 2013, there will likely be sig-

nificant opportunities for attracting tourism and population. Our research indicates Greensburg has an economic climate on par with its surrounding communities. Greensburg has a low cost of living and a well-financed school system. Though job growth is currently negative, future job growth is expected to exceed 22 percent in the next 10 years, according to Sperlings Best Places. Greensburg is nationally recognized for its rebuilding efforts, but a few local businesses have also received national media attention. Rattlesnake Creek Outfitters offers worldclass hunting that is endorsed by a number of media outlets across the country. Fleener Furniture and Flooring is also nationally recognized as an American comeback for its own revival after the tornado. Greensburgs rebuilding efforts focus on LEED Platinum certified buildings. These LEED buildings produce a significantly lower amount of pollution and waste. In addition to Greensburgs pollution reduction efforts, the town takes pride in using wind and solar energy. The advanced wind farm provides one-third of Greensburgs total energy, in renewable energy form. More buildings and incubators are strategically built with glass panels to maximize the use of solar energy. The installment of utility grids in buildings lowers the cost of electricity and supply energy to remote areas efficiently. Our research suggests an absent industry in Greensburg is organic food and supplies. Resisting the impact of the recession, organic has become a way of life for a significant number of homes. It positively correlates with environmentally friendly and being green. Organic businesses can further high-

light Greensburgs green efforts and provide tourists with locally grown and organic souvenirs to take home. Our research also supports that Dodge City, Garden City, Hutchinson and Pratt are Greensburgs primary competitors. Dodge City, Garden City and Hutchinson draw in visitors through historical venues and events, higher education institutes and regional airports. Research indicates it would be beneficial for Greensburg to emphasize its existing history and attractions such as the Big Well and old-fashioned soda fountain. Greensburg also could implement a secondary education institute in the future. Each competitor has a community college and Greensburg could potentially work in cooperation with them to offer some kind of secondary education for its residents. Greensburg plans to build an airport in the future, and it has great potential to motivate people to visit and generate traffic in town. Pratt poses as a different competition for Greensburg. It is Greensburgs biggest and closest competition, providing jobs and resources that Greensburg simply does not have because of the destruction of the tornado. Pratt has the nearest Wal-Mart Supercenter to Greensburg. Greensburgs only provider for groceries is Dillons. This suggests that citizens of Greensburg must travel 31 miles to Pratt for everyday-living resources if they do not wish to shop at Dillons. In addition to Wal-Mart, Pratt also has retail and chain stores such as Sears, RadioShack, OReilly Auto Parts, Dollar General and Maurices. Research suggests the citys website needs to be updated. Getting involved with Greensburg isnt necessarily encouraged or easy. For example, when clicking on Do Business with the City, the website does not show

the process of getting involved. Currently, there is no information about doing business with Greensburg. Also, many of the websites pictures arent up-to-date, but they do have links to the web pages of the respective topics. Greensburgs Facebook page has the same issue. The page has approximately 3,800 likes and provides informative posts involving town events, however, there is no contact information on the Info page, nor is there a direct call to action to visit the website. The page provides no pictures of what the town looked like before or after the destruction of the tornado. Our research indicates the use of a variety of media outlets can enhance Greensburgs presence. Through the use of major radio and TV stations, newspapers, magazines and billboards, Greensburg can promote tourist attractions and significant events taking place in town. Our research indicates the tourism audience for Greensburg should be divided into three segments: cultural/heritage tourists, weather tourists and eco-tourists. Cultural/heritage and weather tourists are interested in the retelling of a towns story and enjoy authentic experiences. Eco-tourists will enjoy Greensburgs green initiative and story about rebuilding the town. They are typically interested in visiting locations that have made a commitment to protect and enhance the destinations socio-cultural, historical, natural or built resources, like Greensburg has done. Weather tourists will enjoy learning about the tornado and how Greensburg has rebuilt. To summarize, Greensburg is lacking in tourism efforts, but has great potential to emphasize the unique quality of the town with the implementation of appropriate promotional efforts.

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Publics
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Target

Empty nesters (P) Description:

This population consists of parents, typically over 50, whose children have grown up and left home. It is now working toward retirement and no longer bears the responsibility of caring for their children on a daily basis.

TOURISM Targeted solely on green energy. Publics

Key message:

International tourists (P) Description:

This population includes all tourists that come from outside the United States and also if they are not native to the country they are visiting. Their spending patterns are influenced by lifestyle characteristics, which includes duration of stay, budget, travel pattern and type of accommodation.

TOURISM Targeted Publics

Greensburg offers affordable entertainment for those looking for a unique destination for a day trip.

Rationale:

Rationale:

These parents have more time on their hands to take vacation. They are no longer tied to the responsibility of looking after their children living at home. This leaves them with the luxury to become tourists.

Storm chasers (P) Description:

This population hunt down tornado activities to capture extreme disaster footage while collecting scientific data. Their motives may vary from curiosity to media coverage. The ultimate goal for storm chasers is to witness first-hand a tornado. They are also referred to as individuals who are sensation seeking in risk recreation. Storm chasers prefer independent style of travel by arranging their own travel oftentimes through the Internet.

Rationale:

Key message:

Greensburg offers a modern community with small town values and unique tourist attractions. Take a trip to Greensburg to try something new.

Greensburg is globally known as a green and energy-efficient town. It should be used as an attraction beyond the United States. The already existing census of international visitors is a good sign that reflects on how captivating a rebuilding town can be. With LEED certified buildings and monumental attractions that have survived the tornado, it would be ideal to put these in mind when promoting Greensburg to visitors across the world.

Workers at the gas station, Dillons or stores in close proximity to Greensburg should act as ambassadors to direct tourist traffic into Greensburg. The workers should undergo training to be educated in the events and happenings around Greensburg. They can influence passersby to include Greensburg in their trip. It mimics the captive audience where they are exposed to Greensburg attractions when using facilities of Greensburg. It is convenient for both the visitors and ambassadors.

Key message:

Greensburg is and should be a prideful town. Take advantage of the opportunity to tell others Greensburgs story.

Retirees (P) Description:

This population has retired from full-time work. It may work part-time or are completely retired. They live on savings and other benefits. Their children are now self-sufficient and are no longer financially dependent on them.

Rationale:

Storm chasers are travelers who plan their itineraries by the weather prediction. They would be interested in hearing stories about the tornado and the rebuilding process.

Greensburgs history is not only unique to Kansas but it is internationally one of a kind.

Key message:

Ambassadors (P/I) Description:

Ambassadors are advocates of a particular brand or cause. They act as representatives to promote services or products to the public. They are well trained and fluent in expressing benefits and answering questions they encounter. Ambassadors should be friendly and approachable because they are a walking embodiment of the brand. NTA-65

Key message:

Rationale:

Retirees have ample time in their schedules and resources to travel. With the intriguing reputation of Greensburg, promotions can specifically target them to stimulate interest. Greensburg is multi-faceted in that it houses LEED certified buildings, museums and a whole community living NTA-64

Greensburg has a weather history unlike any other city. The impact of the tornado forced the town to rebuild everything. Take the opportunity to learn the history and study the effects the tornado had on the town.

ECONOMIC DEVELOPMENT Targeted Publics

Key Message: Local community college students (P)
Approximately 1,900 students received education at Dodge City Community College in the fall semester of 2012. In Garden City, the number is approximately 2,000 with an even split between part-time and full-time students. Hutchinson Community College provides education for approximately 5,600 students. Approximately 1,660 students attend Pratt Community College. These individuals, usually age 20-29, tend to move away from rural communities at a higher rate than other age groups. Fresh college graduates place emphasis in obtaining a job in an affordable town. It is simple to encourage them to migrate to a new town because they do not have domestic commitments. They are tech-savvy and prioritize electronics that allows them to access the Internet in their daily lives. You should apply for an internship in Greensburg because working closely with a non-profit will give you a unique experience that you need.

ECONOMIC DEVELOPMENT Targeted Publics

Once the economy starts improving nationwide, it will be important for Greensburg to benefit by attracting some of the young families looking for a new home. Homes in Greensburg retain their value longer than the national average, which will be appealing to young families seeking to make sound property investments as the nation recovers from a housing crisis. appreciate the tight-knit community and the leisure activities in the area.

Key Message:

Description:

You should come to Greensburg because it is an affordable place to live with a positive small town atmosphere.

Young families within the migration radius specified in the Pew Center data (P) Description:
Census data show that families moved to Kiowa County from counties in Colorado, Oklahoma, Texas and Iowa from 2005 to 2009. These families have two or more school-age children and have an annual income of approximately $50,000 or less. Young families are the most enthusiastic in adopting new technology. Along with young singles, they are the most connected group on the Internet. They are more likely to purchase a Blu-ray player than any other group. TV service and home phone service are not prioritized in the household of young families. Young families are more likely to own a musicplaying phone, a digital camcorder, a video game console and a portable MP3 player. With online behavior, young families are more likely to use social media, watch videos on the Internet and send photos by email.

Cultural/heritage tourists (P)

Description: Cultural and heritage tourists are interested in the retelling of a towns story. They enjoy authentic experiences. Our research shows that 78 percent of all U.S. leisure travelers participate in cultural and/or heritage activities while traveling. That is 118.3 million adults per year, aged 45 to 64, who spend an average of $994 per trip. Half of their expenditures are on activities, dining and shopping. Rationale: The PGAV Destinations study indicated that 80 percent of tourists like to visit places that are authentic. In this case, authentic places are places where something real happened (68 percent) as well as places that have something you cannot do anywhere else (43 percent). Cultural and heritage tourists will be interested in seeing Greensburgs attractions such as the Big Well, Fromme-Birney Barn and Kansas Meteorite Museum.

Key Message:

You should come to Greensburg because it is a secure, family friendly place to live. You and your family can live in a community that has the foundation to grow in a tough national economy.

Retired couples within the migration radius (P) Description:

The Claritas PRIZM data cited in our research suggests the retired couples this campaign should target are primarily over 65-years-old. They live in modestly priced homes and many held blue-collar jobs before retirement. They are usually high school educated and provide some of their own food through hunting, fishing and gardening.

Rationale:

The cost of living in Greensburg is 21.2 percent lower than the national average according to our research. A low cost of living combined with the opportunity to keep building a nationally-recognized green community will appeal to community college students seeking to graduate and enter the job market. Even with the higher out migration rate among those aged 20-29, Greensburg will still appeal to a significant percentage of community college students.

Rationale:

Rationale:

Our research indicates that householders with an annual income of $35,000 to $49,999 were the most likely to move to another county compared to other income brackets of families who moved in 2009. Historical data show migration tends to increase significantly when the national economy performs well.

Greensburg would fit into the rural lifestyle that these retired couples prefer. The largest age group in Greensburg according to Census data is the 55 to 59 year old age group which accounts for 9.1 percent of the population. The retired couples will

Key Message:

You should visit Greensburg because you can experience historical sites like the Big Well, soda fountain and Kiowa County Courthouse.

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ECONOMIC DEVELOPMENT Targeted Publics

Weather tourists (P)
Weather tourists are interested in learning more about Greensburg before and after the tornado. Like cultural and heritage tourists, they are interested in the retelling of a towns story. The weather tourism public this campaign will target is also primarily aged 45 to 64.

ECONOMIC DEVELOPMENT Targeted Publics

Tourism and travel bloggers (P/I) Description: Rationale:
These tend to be individuals aged 21 to 35 who are either in college or graduated from college. Green/Environmental businesses are consistent with Greensburgs brand and would strengthen the economy. Green/Environmental business owners would benefit from establishing, relocating or expanding their business in a town that shares their vision.

Description:

enhance the destinations socio-cultural, historical, natural or built resources. They look for outward evidence of the commitment to the environment.

Key Message:

You should come to Greensburg to see how the town has committed to sustainable growth.

Rationale: Travel and recreation magazines (I)

The monthly publication Kansas Country Living has a circulation of 122,000 households and businesses. The magazine reaches approximately 187,000 people per month. Approximately 74 percent of the readers are female and 65 percent of the readers are over 50 years old.

Rationale:

Weather tourists are interested in how the tornado shifted Greensburg away from what people historically perceived it to be, how the town worked to recreate and redefine itself right after the storm and how the community has evolved from that point. Key Message: You should come to Greesnburg because it has a weather history unlike any other city.

Description:

The client can send content to bloggers to be displayed for free. Specific bloggers within the tourism and travel disciplines will reach a carefully targeted audience that will appreciate Greensburgs message.

Key Message:

Key Message:

You should cover Greensburg because it has tourist attractions that are important to your audience.

You should open an office in Greensburg because it is located on major transportation routes and is complimentary to your brand image.

Rationale:

Ecotourists (P) Description:

They consider green initiatives when looking for places to travel and most have college degrees. They are professional, urban, Caucasian baby boomers. More Millennials are joining the Ecotourist segment.

Reaching out to a more targeted audience than a local newspaper is an opportunity for Greensburg to educate as well as increase awareness. A magazine like Kansas Country Living would be a good way to target specific groups of tourists such as cultural and heritage tourists.

Green/Environmental Business Owners and Entrepreneurs (P) Description:

A diverse group of individuals who believe in environmental sustainability and preserving the environment. According to Quarterly Census of Employment and Wages, the percent distribution of establishment in industries that produce goods and services are as follows Construction (38.1%), professional and business services (36.2%), repair and maintenance services (8.5%), natural resources and mining (4.1%), information (3.6%), manufacturing (3.6%), trade, transportation, and utilities (2.3%), public administration (2.0%), education and health services (1.2%) and education and health services (0.5%).

Key Message:

You should cover Greensburg because it has tourist attractions that are important to your audience.

Rationale:

Ecotourists will appreciate Greensburgs green initiative and the story about rebuilding the town. Sustainable Travel International says that Ecotourists are typically interested in visiting locations that have made a commitment to protect and NTA-68

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ECONOMIC DEVELOPMENT Targeted Publics

Greensburg Residents (P)
Greensburg residents are individuals that are currently residing in Greensburg. The population in 2010 is 777, which is a drop of 50.6% since 2000. There are 368 males and 409 females with the median age being 45.2 years. The estimated income in 2009 was $36,630. The majority of Greensburg residents are white (93.2%), followed by Hispanic (3.9%) and minority groups of two or more races (1.3%), American Indian (1.0%), Asian (0.4%) and Black (0.3%). There are a total of 355 households in Greensburg. The residents engage in arts and culture, recycling programs, family and community support services, and parks and recreation activities. A majority of Greensburg high school students over the last 10 years finishes high school and move into the working world, gone to college and have decided to leave Greensburg with no intentions of returning. Most Greensburg residents get income through farming; a lot of them have second jobs. Other work forces that offer job opportunities to the residents are the school, hospital and City and County government staff. As a whole, Greensburg residents are a close-knit cohesive community.

ECONOMIC DEVELOPMENT Targeted Publics

Pratt County Chamber of Commerce (I) Description:
The Pratt Chamber of Commerce is a 75-year-old, non-profit volunteer institution that initiates, supports and advances economic, civic and cultural growth. Its overall responsibility is improving life in Pratt. It offers a wide variety of benefits such as business referrals, community promotion, networking opportunities, mailing lists and labels, small business recognition, community leadership program, full-time staff representing business interests and monthly newsletters. Rationale: Members of the Rotary Club and other local community service organizations are dedicated to supporting the people of Greensburg. Key message: Communicate the need to strengthen the local economy to your members and other citizens of Greensburg because a stronger local economy will benefit the entire community.

Key message:

Description:

Support the local economy of Greensburg because it will increase the economic status of the town and subsequently the standard of living for all residents.

Business Owners in Greensburg (P/I) Description:

Greensburg business owners are those currently running their businesses in the geographical location of Greensburg. Some of the most popular business types found in Greensburg are religious organizations, insurance agencies and brokerage, pipeline transportation of natural gas, and support activities for oil and gas operations. There is a wide range of business such as commercial banking, full-service restaurants and hotels.

Green Business bloggers (I)

Description: Green business bloggers are experts in the sustainable sector that blog about green news, products and events. There are over 6,000 environment related blogs according to Technorati. Some blogs include videos, features and a variety of suggestions to be green. Examples of these blogs include Treehugger, The Daily Green, The Huffington Post Green, Green Daily, World Changing and Lighter Footstep. Rationale: Green Business Blogs provide information on news and trends in green industries. Publicizing Greensburg business opportunities to Green Business Blogs could help bring in new business. Key message: Publicize Greensburgs environmental mission and business opportunities because its important to your audience.

Rationale:

Rationale:

Greensburg business owners can employ tactics to increase traffic through their stores. They can also act as key influencers in bringing new business to the Greensburg/Kiowa County area.

The Pratt County Chamber of Commerce is facing similar challenges. Cooperative marketing efforts could bolster the economies of both Greensburg and Pratt.

Key message:

Work with Greensburg on marketing efforts because it will improve the economic status of both Greensburg and Pratt.

Key message:

Rationale:

Promote the local economy of Greensburg to prospective entrepreneurs and the local community because it will increase traffic through your stores.

Local Community Service Leaders (I) Description:

A local community leader is the face of the entire community. He/she has the responsibility to lead the community with a similar goal and purpose. The leader represents the good of the whole community and also acts as a liaison between the local people and the media or authority.

Local residents can support the economy of Greensburg by spending their money within city limits. Community involvement is important to residents of Greensburg as they are invested in the success of their town.

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POPULATION Targeted Publics

Green businesses (P) Description:
Green businesses, also know as sustainable business positively contribute to the environment by being efficient with clean energy and products. The businesses are environmentally responsible with their sourcing, manufacturing, marketing their products and running their operations and facilities. Also, green businesses are held responsible for continued progress in their contribution to social justice and operate with complete transparency.

Rationale:

Mothers who read parenting magazines are very concerned with the health of their families. Targeting these mothers and marketing Greensburg as a healthy town could drive the mothers to move their families to Greensburg.

Key message:

Publicize Greensburgs healthy way of life because it is of interest to your readers.

Rationale:

Green businesses are consistent with the brand of Greensburg and could be attracted to open offices in the town. With new businesses in Greensburg, new people would come and the population would grow.

Key message:

Open an office in Greensburg because it is located on major transportation routes and is complimentary to your brand image.

Parenting magazines
Magazines that target families, providing its readers with parenting advice, nutrition guidance, wellness tips, vacationing ideas and educational projects. It focuses on caring for the child by offering guidance from health issues to baby gear. These magazines also suggest bonding family activities, safe workouts and meal plans. Some magazines include testimonies of mums after pregnancies that have decided to continue to become career women. NTA-72 NTA-73

Description:

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Analysis
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SWOT

framework that scans through the strengths, weaknesses, opportunities and threats of an operational environment. It is broken down to four aspects internal, external, positives and negatives. Internal factors exist in the present and are something that an organization can control. External factors are things that may come up in the future, over which the organization has no control. Strengths are defined as existing, internal controllable, positive factors.

SWOT analysis is a

existing, internal negative factors that areclosely tied to competitors. Opportunities are external positive factors that may potentially surface in relation to the current issues. Threats are external negative factors that have a chance of becoming obstacles beyond our control that may hinder the process of achieving progress. These quadrants bring awareness to the current environment and aids in strategic planning.

Weaknesses portray the

LEED certification Cohesive long-term recovery plan Brand presence History of Greensburg The Big Well Highway (U.S. 54) School technology Cohesive community spirit Room for progress Kiowa County Memorial Hospital Presence of railroad, Town Commons Building and the Media Center

Improve signage Industrial Park New airport Website Room for expansion Educate people about green Showcase new buildings Host what if seminars

Lack of highway directional signage Limited business hours Empty industrial park Highway (U.S. 54) reduces the perception of Greensburg to a rest stop Lack of overnight lodging Small town amid big towns Insufficient information on website Limited budget Lack of ambassadorship Visibility of Main Street Lack of entertainment Fear of impending tornado

Concerns about future weather events Budget Ability to staff projects Misconceptions of green brand Isolation Job market

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Controllable internal and positive factors that represent the advantages of Greensburg that exist in the present over which an organization has some measure of control.

STRENGTHS

Lack of highway directional signage:

Travelers can easily drive by Greensburg while driving on the highway, especially with no signage to get their attention.

LEED certification:

Limited business hours: School technology:

The tornado necessitated new buildings, and with the new buildings came new technology. Students are able to further their education with high quality equipment.

Limited budget:

Greensburg has more LEED certified buildings than any other city worldwide. This is a fantastic way to attract potential eco-tourists.

The majority of businesses in Greensburg close too early to be able to target overnight travelers.

The tight budget limits expansion possibilities and promotional options. All projects are funded by donations because Greensburg Greentown is a non-profit organization.

Empty industrial park:

Cohesive long-term recovery plan:

Greensburgs long-term recovery plan allows administrators to easily identify prioritized building projects together with their respective benefits.

Cohesive community spirit:

Brand presence:

Greensburgs leadership outlined specific goals in the aftermath of the tornado. The town rebuilt with the green image in mind and it has consistently represented that brand. Greensburg incorporates the use of natural energy through wind farm technology and reuses wood salvaged from the tornado. The green buildings are an attraction to people visiting the town.

After the tornado, there was a consensus to rebuild the city immediately because it was home to several generations. The connection to the pioneers of 1900s was strong enough to look past the landscape change, shifting the focus to unity.

The limited publicity and outreach have left many incubators empty and unproductive. Highway (U.S. 54) reduces the perception of

Lack of ambassadorship:

Greensburg to a rest stop:

Individuals working in the gas station/rest stop along the highway through Greensburg are not aware of specific locations to send visitors to when asked about attractions in Greensburg.

Room for progress:

In some cases, travelers may be going too fast to notice Greensburg before they pass it by. Others may stop at Greensburg for the sole reason of getting gas or buying travel necessities.

Visibility of Main Street:

History of Greensburg:

The citizens of Greensburg have already made significant progress in the rebuilding effort, which provides an inspiring story to tell outsiders. People who know the story are encouraged to do what they can to help.

Lack of overnight lodging:

There are some locations along the highway through Greensburg at which tourists can stop (gas station, Green Bean, local Mexican restaurant), but Main Street is off the primary travel route.

The Best Western is generally full of workers by necessity. This leaves Greensburg with a shortage of hotel rooms available to tourists.

Lack of entertainment:

Greensburg only offers daytime attractions to its tourists. This eliminates tourists that enjoy the night scene.

The tornado is intriguing to outsiders, but Greensburg has nostalgic value, too. The soda fountain and the Big Well Museum are popular tourist attractions.

Kiowa County Memorial Hospital:

Small town amid big towns:

The Big Well:

The $25 million hospital built according to LEED Platinum standards is energy efficient and positively impacts the environment. It has 50,000 square feet to house patients and a FEMA-certified safe room.

Greensburg is a small town surrounded by larger communities. Competition for tourists from Dodge City, Pratt, Garden City and Hutchinson is a significant factor.

Fear of impending tornado:

The unspoken fear of another tornado may rest in the back of the minds of tourists when contemplating to visit Greensburg.

This landmark is recognized statewide and nationally. The well has been a historic attraction since 1937, and in 2008 it was named one of the Eight Wonders of Kansas.

Highway (U.S. 54):

Up to 5,000 6,000 vehicles travel on this highway daily. Greensburg has an ideal location right alongside the highway. NTA-78

The railroads serve as an ideal transportation vehicle for freight. The Town Commons Building provides space for meetings and gathering. The Media Center houses the latest technology and software.

Presence of railroad, Town Commons Building and the Media Center:

Insufficient info on website interface:

The Greensburg website provides a relevant picture of the town to people wanting to get educated, but lacks the necessary items in specific locations to assist entrepreneurs.

WEAKNESSES

Internal and negative factors that exist in Greensburg that exist in the present over which an organization has some measure of control.

NTA-79

OPPORTUNITIES
Improve signage:
With its location, Greensburg can easily attract tourists with billboards or other forms of signage that inform travelers of what the town has to offer.

External and positive factors that can stimulate growth relating to issues addressed that may exist in the future over which an organization as no control.

Concerns about future weather events:

Showcase new buildings:

Industrial park:

Greensburg has already attracted numerous tourists on its appearance alone. This aspect of the town can be used to entice people to visit.

Outside visitors are generally aware of the 2007 tornado, and also worry about the possibility of another tornado striking the area. Citizens must always remain aware of the possibility of another storm.

Competition for population:

Budget:

Larger cities in Kansas have been registering larger migration percentages in the last 20 years as compared to towns in rural Kansas. Some tourists are more inclined to frequent big cities as opposed to small towns.

With incubators in the industrial park, new businesses will have a head start in the building process.

Restaurants and dining:

New airport:

The airport will cater to corporate jets and other business traffic, which can enhance opportunities for funding projects.

Many travelers stop to dine on their way to their destinations. By offering an array of restaurants and bars, Greensburg will attract a variety of travelers.

There are excellent plans in place for future growth and recovery, but many plans will remain in holding patterns until the necessary money becomes available.

Job market:

Ability to staff projects:

If the national job market continues to exhibit negative trends, investors will be less apt to spend money on new business ventures.

Host what if seminars:

Website:

The social media and website presence of Greensburg can reach audiences around the globe that other forms of media cannot.

It is crucial to educate the residents of Greensburg about preparation and damage control when faced with another disaster. They should be encouraged to attend talks led by experienced ambassadors from other cities.

There is a limit to the amount of tasks and projects that Greensburg can take on due to the small number of administrative personnel.

Misconceptions of green brand:

Room for expansion:

Greensburg has an abundance of land ready for the development of prospective projects and businesses.

A negative impression of the green brand still exists. The people who view the brand unfavorably should be educated in terms of what Greensburg has accomplished and how a green lifestyle benefits the entire community.

Isolation:

Educate people about green building:

Generally, most of the misconceptions around the green movement are directly related to lack of information. In many cases, the movement is becoming more popular, and Greensburg can benefit from that publicity.

Greensburg is a small town in rural Kansas that is relatively isolated from population hubs, which makes growth more difficult.

External and negative factors that may hinder the accomplishment of future goals or progress that may exist in the future over which an organization as no control.

NTA-80

THREATS

NTA-81

The SWOT analysis paints a clear picture of the different positive and negative aspects of Greensburg that currently exist or may potentially surface. Greensburg has many strengths, including the LEED-certified buildings, the wealth of history, modern technology, public amenities and a cohesive community spirit. These advantages can be utilized to help overcome certain weaknesses in hopes to nurture new opportunities. Greensburg is a brand reflecting the efficiency of green living and a town that survived a catastrophic disaster. It is impractical to distant this brand from the tornado but certain steps must be taken to label surviving the tornado as just one of the many charms of the town. Many of the weaknesses in Greensburg can easily be turned into strengths. A common theme among the weaknesses found is the lack of knowledge of the location of Greensburg. Although Greensburg is located alongside a heavily trafficked highway, U.S. 54, it is easy for travelers to zoom by without noticing this town. We focused our efforts on increasing signage, updating website interface, increasing the visibility of main street and peppering the duty of being an ambassador in to local employees. This helps educated travelers who are potential tourists to make a detour to the town. Also, for the population to grow, it is crucial to handle lodging and new business opportunities. With an empty industrial park littered with properly built incubators, it is a breeze to attract new small, green business. Careful town planning will help in the process of housing new business owners and their families.

Greensburg holds a plethora of untapped potential. It will soon have a new airport, providing business owners the luxury of running their businesses at their convenience. In addition, it already accommodates railroads, the Town Commons Building and the Media Center, which is at the disposal of its residents. This town is also blessed with an abundance of land ready to support new projects and expansion. Greensburg has so much to offer, from living an efficient life to world-renowned tourist attractions. The threats that come with Greensburg can be diminished with carefully thought out tactics. Many are concerned with the possibility of an impending tornado. However, with a long-term recovery plan, precautionary steps such as text message weather alerts or what if seminars to educate the residents, damages can be minimized. Also, Greensburg can reach out to sponsors to expand their budget to finance new projects. To counter the lack of staff to head projects, Greensburg should invest in magazine advertisement, newspaper advertisement or flyers to promote job opportunities in Greensburg to neighboring cities or even in the general job search pool. Word about the need of professionals to staff projects in Greensburg needs to get out beyond the geographical restriction of Greensburg. It can be marketed as a strategic location visited by travelers from all around the world.

Small businesses can feed off the green credibility of Greensburg, increasing the quality of the job market pool. Greensburg can be the revolutionary change to break off of the misconception of a green brand by being efficient, modern and homelike. The location of Greensburg is considered secluded and easy to miss. With the venturing of billboards and signage, it aids in helping direct traffic from highway U.S. 54 into town. The location of Greensburg is irrelevant once the potential visitors are educated on what Greensburg has to offer. Advertisement on travel magazines and social media can help break geographical barriers to enlighten tourists around the world about the Greensburgs whereabouts. It is tough to compete for population when surrounded by bigger cities with more to offer. It would be beneficial if Greensburg promoted itself as a sustainable and efficient green town with the latest academic technology, LEED-certified buildings, job opportunities and the benefits of a close-knit community. It is unfortunate that the decline in job opportunities in the job market directly reflects the situation in Greensburg. A likely move is to invite small business that remain popular even through the recession such a organic food and products, the food industry and green energy to name a few.

NTA-82

NTA-83

NTA-84

Section
NTA-85

Planning

Objective 2: To stimulate economic development in Greensburg and Kiowa County.

To increase investments in Greensburg and Kiowa County by educating small business owners about local opportunities.

Target Audience: Timetable: Cost:

Out-of-state small business bloggers

Tactic 1: Objective 1:
To increase media presence.

Spring 2013

Tactic 2:

Place billboards on U.S. Highway 54-400.

Create information kits entrepreneurs can download from the business relations section of the Greensburg website.

Free (Online)

Brief Description: Tactic 1:

Create a social media internship.

Billboards with specific tourist destinations and Main Street displayed will give travelers the opportunity to see what Greensburg has to offer.

Brief Description:

Brief Description:

Target Audience: Timetable: Cost:

Develop a social media internship to be advertised at local community colleges. A student from a local college will work under Stacy Barnes and assist in increasing awareness of Greensburg through social media and creation of promotional material. The student would also help plan town events and festivals.

Travelers on Highway 54

Small business owners will be able to go to the Greensburg website and find relevant information in electronic information packets they can download. The packets will include information about the business incubator, current Greensburg businesses and advice on how to get started on bringing business to Greensburg.

Objective 3:

To increase the number of travelers who stop in Greensburg.

Tactic 1:

To stimulate economic development in Greensburg and Kiowa County.

Invest in billboards five to ten miles outside of Greensburg on Highway 54.

Brief Description:

Summer 2013

Target Audience:

Current small business owners and potential investors

$14,840 for 4 weeks (14 X 48)

Billboards with specific tourist destinations and Main Street displayed will give travelers the opportunity to see what Greensburg has to offer.

Timetable: Cost:

Target Audience:

Spring 2013

Target Audience: Timetable: Cost:

Local community college students and Greensburg residents

Tactic 3:

Travelers on Highway 54

Timetable:

Create Greensburg electronic media kit for green industry trade magazines and regional green bloggers.

Free (Online)

Summer 2013

August 2012-December 2012; January 2013-May 2013

Brief Description:

Cost:

$199 for 250 flyers (8.50 X 10.98)

Promote Greensburg as open for green businesses with a media kit targeted to green industry trade magazines.

Tactic 2:

Use electronic media to reach out to business owners/bloggers in neighboring states.

$14,840 for 4 weeks

Target Audience: Timetable: Cost:

Green business owners and investors

Brief Description:

Spring 2013

Create electronic information packets about business opportunities available in Greensburg. These will be distributed to small business bloggers in neighboring states.

Free (Online)

NTA-86

NTA-87

Tactic 2:

Install signage on U.S. Highway 54-400. Signs can be posted near the Main Street stoplight, adjacent to the highway near the outskirts of town and within five miles of town. These signs will guide travelers to Main Street.

Travelers on Highway 54

Target Audience: Timetable: Cost:

Objective 5:

Encourage cooperation between Greensburg business owners and business owners in surrounding counties.

Spring 2013

Tactic 1:

Brief Description:

$199.99 for 250 flyers (8.50 X 10.98)

Highway travelers driving through Greensburg need a visual confirmation of the tourist locations nearby. Well-placed signage with relevant information would give travelers the opportunity to make the choice to stop and do some sight-seeing.

Tactic 2:

Promote cooperation between local communities by offering a social media/ event planner internship program (see G1, O1, T1).

Provide a training program for local employees working at Dillons or the gas stations to become ambassadors of Greensburg and Kiowa County.

Brief Description: To stimulate economic development in Greensburg and Kiowa County.

TargetAudience: Timetable: Cost:

Travelers on Highway 54

Brief Description:

Summer 2013

Pending

Employees will receive training on all of the tourist destinations in the area and would therefore be well equipped to direct travelers to locations of interest. Also, special benefits such as incentives or rewards will be offered to motivate the employees.

Greensburg will publicize and offer a social media internship to a student at a regional community college. The intern will assist Greensburg in its marketing efforts and also improve Greensburgs relationship with nearby communities.

To stimulate economic development in Greensburg and Kiowa County.

Target Audience: Timetable:

Fall 2013

Local community college students

Objective 4:

Target Audience: Timetable: Cost:

Provide employees at heavily trafficked locations with the tools to ensure that highway travelers are able to get information about Greensburg.

Travelers on Highway 54 and ambassadors

Cost:

$199 for 250 flyers

Summer 2013

Tactic 1:

Provide flyers for businesses along the highway in Greensburg to distribute.

Depending on incentives

Brief Description:

Employees of businesses along the highway can provide travelers with an informational flyer. The flyer would contain suggestions about what people can do in Greensburg as they take a break from their journey.

NTA-88

NTA-89

Tactic 4: To increase the population of Greensburg and Kiowa County.

Text message weather alert system

Cost:

Free (associated with intern cost)

Brief Description:

Objective 1:

Brand Greensburg as a healthy and safe place to live.

Greensburgs dedication to education and use of modern technology in the classroom.

Tactic 1:

Create a brochure showcasing the benefits of LEED-certified buildings.

Target Audience:
Young families

Greensburg and Kiowa County residents will have the option of subscribing to a text message severe weather alert system. A Greensburg public safety or emergency readiness employee will send text alerts to the residents who have subscribed when a severe weather system approaches the town.

Tactic 2:

Create magazine advertisement for a parenting magazine.

Brief Description:

TargetAudience: Timetable: Cost:

Brief Description:

Timetable: Cost:
Free

Greensburg residents

Create a magazine ad showcasing all Greensburg has to offer for young families, such as a technology-savvy school system, parks, the soda fountain and young community.

Toincrease the population of Greensburg and Kiowa County.

Greensburg has more LEED-certified buildings per capita than any other place in the world. This informational packet would explain the benefits of living in a community that values environmental responsibility and how these buildings improve quality of living. The brochure can be downloaded from the city website as a PDF or mailed to a prospective resident.

Spring 2013

Target Audience: Timetable: Cost:

Spring 2013

Mothers of young families

$9,300/year

Spring 2013

Tactic 3:

Community Disaster Plan: Get ready for future storms

Objective 2:

$3060 (half-page)

Target Audience:

Young families and retirees outside Greensburg

Brief Description:

Brand Greensburg as a warm, small community.

Tactic 3:

Timetable: Cost:

Spring 2013

$199 for 250 flyers

Make a calendar disaster plan available in PDF format on the Greensburg website to address the concerns of potential residents. The PDF will outline step-by-step instructions about what to do if faced with another tornado. Residents and business owners can print a plan and keep it in an easily accessible location.

Tactic 1:

We Are Greensburg video

Photo gallery of community events.

Brief Description:

Brief Description:

Showcase Kiowa County schools.

Tactic 2:

Target Audience:

Greensburg residents, businesses, potential residents and businesses

The social media intern (see G1, O1, T1) will be responsible for taking pictures of community events and posting them to Facebook, Twitter and the Greensburg website. These photos can also be used as images for tourism advertising efforts.

Create a video of Greensburg to be placed on the website. The video will highlight the positive aspects of living in Greensburg and show how beautiful of a place the town has become.

Target Audience: Timetable: Cost:

Free

Retirees and young families

Target Audience: Timetable:

Brief Description:

Timetable: Cost:

Young families and retirees

Spring 2013

Good schools are important to parents. In the Moving to Greensburg section of the Greensburg website, a photo gallery with captions to show and tell about NTA-90

Spring 2013

Begins August 2013

$1,899 ($18.99 per calendar) NTA-91

Tactic 4:

Send story tip sheets to journalists and bloggers

Objective 4: Objective 3: Tactic 1:

Attract green businesses

Reach out to former Greensburg residents to visit the newly rebuilt Greensburg to see progress.

Brief Description:

Timetable: Cost:
Free

Write up tip sheets about the benefits of living in a small, cohesive, close-knit community. This can target a wide range of audiences depending on the readers of the newspaper, magazine or blog. Groups of journalists and bloggers to target are those experienced in travel and lifestyle.

Distribute media kit to green industry trade magazines, bloggers and websites.

Tactic 1:

Summer 2013

Provide information about ongoing events in Greensburg through social media.

Brief Description:
See G1, O1, T3

Brief Description:

Target Audience: Timetable: Cost:

Free

Cost:

Journalist and bloggers

Associated with G1, O1, T3

This will allow former residents to witness the new Greensburg and be educated with the building upgrades. It will also remind them of their former home that survived a disaster.

Tactic 3:

Distribute postcards with current pictures of Greensburg and messages encouraging the former residents to visit their former home.

Toincrease the population of Greensburg and Kiowa County.

Toincrease the population of Greensburg and Kiowa County.

Spring 2013

Tactic 2:

Targeted Audience: Timetable: Cost:

Direct mail to regional small business owners

Former Greensburg residents

Brief Description:

Brief Description:

Summer 2013

Tactic 5:

Distribute a Greensburg lifestyle media kit to various media.

Regional small business owners will receive business packages, outlining the benefits of expanding their business to Greensburg.

Send out postcards to former Greensburg residents with customized messages inviting them back to visit. Another option would be to invite them back to revisit the town they grew up in to remind them of the charm of this close-knit community.

Free (Online)

TargetedAudience: Timetable: Cost:

Target Audience: Timetable: Cost:

TBD

Former Greensburg residents

Brief Description:

Regional business owners

Tactic 2:

Send out information highlighting the smalltown atmosphere and close-knit community interaction of Greensburg. Media kits will outline the benefits of the Greensburg lifestyle.

Spring 2013

Organize a committee to reach out to contact former residents about the benefits of visiting their former home.

Summer 2013

Brief Description:

$69.99 for 250 postcards

Target Audience:
Various media

Timetable: Cost:
Free

Spring 2013

This committee will be responsible for gathering contact information and forming promotional messages to get former residents visit Greensburg. The messages should highlight the efficiency of green living, the opportunities for new business, the close-knit community laced with nostalgic elements of their lives in Greensburg.

Targeted Audience:

Former and current Greensburg residents.

NTA-92

NTA-93

Tactic 4: To increase tourism in Greensburg and Kiowa County.

Photo gallery of Greensburg before and after the tornado.

Brief Description:

Tactic 6:

Objective 1:

To increase traffic to major tourist attractions

Target Audience:

Retirees, empty nesters, international tourists and culture/heritage tourists

Greensburg website and Facebook page visitors will have the opportunity to view photos of Greensburg before the tornado, immediately after the tornado and photos of the progress the town has made.

Create a radio spot in March, April, May, Aug, September and October to promote Greensburg as a tourist destination

Brief Description:
See G3, O1, T6

Tactic 1:

Send sales pitch letters to retirement communities in surrounding counties and states.

Timetable: Cost:

Spring 2013

Target Audience:

Weather tourists and cultural/heritage tourists

Timetable: Cost:

Spring and Fall 2013

Brief Description:

$199.99 for 250 packets

Timetable: Cost:
Free

Toincrease tourism in Greensburg and Kiowa County.

A sales pitch letter will highlight tourist attractions such as The Big Well, the old-fashioned soda fountain and museum and invite the retirees to take a guided tour of Greensburg. It will provide a quick insight as to how their visit to Greensburg will be worthwhile.

Spring 2013

$2,550

Tactic 3:

Create advertisements for Kansas magazines.

Tactic 7:

Create a newspaper ad to promote Greensburg as a tourist destination

Brief Description:

Target Audience:
Retirees

Timetable: Cost:

New Tree Agency will place a Greensburg travel ad in a travel/recreation magazine to highlight the tourism attractions in Greensburg and to entice readers to plan day trips to Greensburg.

Tactic 5:

Create a radio spot in June and July to promote Greensburg as a tourist destination

Brief Description:

Brief Description:

Create a newspaper ad highlighting the attractions of Greensburg. It can include indepth profile of the history of each attraction. This ad will run in the Hutchinson News.

Spring 2013

Target Audience: Timetable: Cost:

Travel/recreation magazines and readers

$134.99 for 250 letters

New Tree Agency will create a radio ad to be broadcasted in neighboring states. It will demonstrate Greensburgs value as a daytrip location.

Target Audience: Timetable: Cost:

Readers of Hutchinson News

Spring 2013

Target Audience:

Tactic 2:

Information packet for Greensburg tours.

$2,809 full color/full page (1 year)

Empty nesters, retirees, young families, culture/heritage tourists, and travelers on Highway 54.

Spring 2013

$336.02 (3 X 5) (daily)

Brief Description:

While Greensburg offers tours tailored to visitors, it is recommended to standardize the tour and to provide literature about the guided tour for retention.

Timetable: Cost:
$850

Summer 2013

NTA-94

NTA-95

Objective 2:

To increase the number of stops on Main Street

Tactic 1:

Install signage on Highway 54, near the Main Street stoplight, to guide travelers to Main Street.

Brief Description:
See G1, O3, T2

Target Audience: Timetable: Cost:

Travelers on Highway 54

Toincrease tourism in Greensburg and Kiowa County.

Summer 2013

Pending

Tactic 2:

Train local employees to become ambassadors of Greensburg who can provide information about the tourist attractions and ongoing activities

Brief Description:
See G1, O4, T2

Target Audience: Timetable: Cost:

Free

Travelers on Highway 54 and ambassadors

Summer 2013

NTA-96

NTA-97

NTA-98

Executions
NTA-99

Communication Package Description

Goal #1 -- Objective #1 -- Tactic #1

Goal #1 -- To stimulate economic development in Greensburg and Kiowa County Objective #1 -- To increase media presence

Title: Create a social media internship. Brief Description:

Develop a social media internship (unpaid) to be advertised at local community colleges. A student from a local college will work under Stacy Barnes and assist in increasing awareness of Greensburg through social media and creation of promotional material. The student would also help plan town events and festivals.

Target Audience: Timetable: Status: Cost:

Local community college students and Greensburg residents

January 2013-May 2013; August 2013-December 2013

Complete

$199.99 (250 flyers)

NTA-100

NTA-101

Communication Package Description

Communication Package Description

Goal #1 -- Objective #1 -- Tactic #2

Title:

Goal #1 -- Objective #1 -- Tactic #2

Place billboards on U.S. Highway 54-400.

Brief Description:

Billboards with specific tourist destinations and Main Street displayed will give travelers the opportunity to see what Greensburg has to offer.

Target Audience: Timetable: Status: Cost:

Travelers on U.S. Highway 54-400

Summer 2013

Complete

$14,840 (4 weeks) (14X48)

NTA-102

NTA-103

Communication Package Description

Communication Package Description

Goal #1 -- Objective #1 -- Tactic #3

Title:

Goal #1 -- Objective #2 -- Tactic #1

Objective #2 -- To increase investments in Greensburg and Kiowa County by educating small business owners about local opportunities.
Title:

Create Greensburg electronic media kit for green industry trade magazines and regional green bloggers.

Brief Description:

Promote Greensburg as open for green businesses with a media kit targeted to green industry trade magazines.

Green business owners and investors

Target Audience: Timetable: Status: Cost:

Create information kits entrepreneurs can download from the business relations section of the Greensburg website.

Brief Description:

Spring 2013

Incomplete

Small business owners will be able to go to the Greensburg website and find relevant information in electronic information packets they can download. The packets will include information about the business incubator, current Greensburg businesses and advice on how to get started on bringing business to Greensburg.

Target Audience: Timetable: Status: Cost:

Free (Online)

Current small business owners and potential investors

Spring 2013

Incomplete

Free (Online)

NTA-104

NTA-105

Communication Package Description

Communication Package Description

Goal #1 -- Objective #2 -- Tactic #2

Title:

Goal #1 -- Objective #3 -- Tactic #1

Objective #3 -- To increase the number of travelers who stop in Greensburg.
Title:

Use electronic media to reach out to business owners/bloggers in neighboring states.

Brief Description:

Create electronic information packets about business opportunities available in Greensburg. These will be distributed to small business bloggers in neighboring states.

Invest in billboards five to ten miles outside of Greensburg on Highway 54.

Target Audience: Timetable: Status: Cost:

Brief Description:

Out-of-state small business bloggers

Billboards with specific tourist destinations and Main Street displayed will give travelers the opportunity to see what Greensburg has to offer.

Spring 2013

Target audience: Timetable: Cost:

Travelers on Highway 54

Inomplete

Summer 2013

Free (Online)

$14,840 (4 weeks)

NTA-106

NTA-107

Communication Package Description

Communication Package Description

Goal #1 -- Objective #3 -- Tactic #2

Title:

Goal #1 -- Objective #3 -- Tactic #2

Install signage on U.S. Highway 54-400. Signs can be posted near the Main Street stoplight, adjacent to the highway near the outskirts of town and within five miles of town. These signs will guide travelers to Main Street.

Brief Description:

Highway travelers driving through Greensburg need a visual confirmation of the tourist locations nearby. Well-placed signage with relevant information would give travelers the opportunity to make the choice to stop and do some sight-seeing.

Target audience: Timetable: Status: Cost:

Travelers on Highway 54

Summer 2013

Timetable

Pending

NTA-108

NTA-109

Communication Package Description

Communication Package Description

Goal #1 -- Objective #3 -- Tactic #2

Goal #1 -- Objective #3 -- Tactic #2

NTA-110

NTA-111

Communication Package Description

Goal #1 -- Objective #4 -- Tactic #1

Goal #1 -- Objective #4 -- Tactic #2

Objective #4 -- Provide employees at heavily trafficked locations with the tools to ensure that highway travelers are able to get information about Greensburg.

Title:

Provide a training program for local employees working at Dillons or the gas stations to become ambassadors of Greensburg and Kiowa County.

Brief Description: Title:

Provide flyers for businesses along the highway in Greensburg to distribute.

Employees will receive training on all of the tourist destinations in the area and would therefore be well equipped to direct travelers to locations of interest. Also, special benefits such as incentives or rewards will be offered to motivate the employees.

Brief Description:

Employees of businesses along the highway can provide travelers with an informational flyer. The flyer would contain suggestions about what people can do in Greensburg as they take a break from their journey.

Target Audience: Timetable: Status: Cost:

Travelers on Highway 54 and ambassadors

Summer 2013

Target Audience: Timetable: Status: Cost:

Travelers on Highway 54

Incomplete

Spring 2013

Depending on incentives

Incomplete

$199.99 X 250 flyers (8.50X10.98)

NTA-112

NTA-113

Communication Package Description

Communication Package Description

Goal #1 -- Objective #5 -- Tactic #1

Goal #2 -- Objective #1 -- Tactic #1

Objective #5 -- Encourage cooperation between Greensburg business owners and business owners in surrounding counties.

Goal #2 -- To increase the population of Greensburg and Kiowa County. Objective #1 -- Brand Greensburg as a healthy and safe place to live.
Title:

Title:

Promote cooperation between local communities by offering a social media/event planner internship program (see G1, O1, T1).

Brief Description:

Greensburg will publicize and offer a social media internship to a student at a regional community college. The intern will assist Greensburg in its marketing efforts and also improve Greensburgs relationship with nearby communities.

Create a brochure showcasing the benefits of LEEDcertified buildings.

Brief Description:

Local community college students

Target Audience: Timetable:

Fall 2013

Status: Cost:

Greensburg has more LEED-certified buildings per capita than any other place in the world. This informational packet would explain the benefits of living in a community that values environmental responsibility and how these buildings improve quality of living. The brochure can be downloaded from the city website as a PDF or mailed to a prospective resident.

Incomplete

Target Audience: Timetable: Status: Cost:

Young families and retirees

$199 X 50 flyers

Spring 2013

Incomplete

$199.99 X 250 flyers

NTA-114

NTA-115

Communication Package Description

Communication Package Description

Goal #2 -- Objective #1 -- Tactic #2

Title:

Goal #2 -- Objective #1 -- Tactic #3

Title:

Showcase Kiowa County schools.

Community Disaster Plan: What if there is another tornado?

Brief Description:

Good schools are important to parents. In the Moving to Greensburg section of the Greensburg website, a photo gallery with captions to show and tell about Greensburgs dedication to education and use of modern technology in the classroom.

Brief Description:

Target Audience:
Young families

Make the emergency weather preparedness plan readily available for all Kiowa County residents in form of an annual calendar. Each month will provide emergency preparedness information for weather relevant to that month.

Target Audience:

Timetable: Status: Cost:

Free

Spring 2013

Greensburg residents, businesses, potential residents and businesses

Timetable: Status: Cost:

Free

Incomplete

Spring 2013

Complete

NTA-116

NTA-117

Communication Package Description

Communication Package Description

Goal #2 -- Objective #1 -- Tactic #3

Goal #2 -- Objective #1 -- Tactic #4

Title:

Text message weather alert system.

Brief Description:

Greensburg and Kiowa County residents will have the option of subscribing to a text message severe weather alert system. A Greensburg public safety or emergency readiness employee will send text alerts to the residents who have subscribed when a severe weather system approaches the town.

Target Audience: Timetable: Status: Cost:

Greensburg residents

Spring 2013

Complete

$9,300/year

NTA-118

NTA-119

Communication Package Description

Communication Package Description

Goal #2 -- Objective #1 -- Tactic #4

Goal #2 -- Objective #2 -- Tactic #1

Objective #2 -- Brand Greensburg as a warm, small community.

Title:

Photo gallery of community events.

Brief Description:

The social media intern (see G1, O1, T1) will be responsible for taking pictures of community events and posting them to Facebook, Twitter and the Greensburg website. These photos can also be used as images for tourism advertising efforts.

Target Audience: Timetable: Status: Cost:

Free

Young families and retirees

Begins August 2013

Incomplete

NTA-120

NTA-121

Communication Package Description

Communication Package Description

Goal #2 -- Objective #2 -- Tactic #2

Goal #2 -- Objective #2 -- Tactic #2

Title:

Create magazine advertisement for a parenting magazine.

Brief Description:

Create a magazine ad showcasing all Greensburg has to offer for young families, such as a technologysavvy school system, parks, the soda fountain and young community.

Target audience: Timetable: Status: Cost:

Mothers of young families

Spring 2013

Complete

$3060 (half-page)

NTA-122

NTA-123

Communication Package Description

Communication Package Description

Goal #2 -- Objective #2 -- Tactic #3

Goal #2 -- Objective #2 -- Tactic #3

Title:

Produce We Are Greensburg video.

Brief Description:

Create a video of Greensburg to be placed on the website. The video will highlight the positive aspects of living in Greensburg and show how beautiful of a place the town has become.

Target Audience: Timetable: Status: Cost:

Free

Retirees and young families

December 2012

Complete

NTA-124

NTA-125

Communication Package Description

Communication Package Description

Goal #2 -- Objective #2 -- Tactic #4

Goal #2 -- Objective #2 -- Tactic #5

Title:

Send story tip sheets to journalists and bloggers.

Title:

Distribute a Greensburg lifestyle media kit to various media.

Brief Description:

Write up tip sheets about the benefits of living in a small, cohesive, close-knit community. This can target a wide range of audiences depending on the readers of the newspaper, magazine or blog. Groups of journalists and bloggers to target are those experienced in travel and lifestyle.

Brief Description:

Send out information highlighting the small-town atmosphere and close-knit community interaction of Greensburg. Media kits will outline the benefits of the Greensburg lifestyle.

Target Audience: Timetable: Status: Cost:

Free

Target Audience:
Various media

Journalist and bloggers

Timetable: Status: Cost:

Free

Spring 2013

Spring 2013

Incomplete

Complete

NTA-126

NTA-127

Communication Package Description

Goal #2 -- Objective #3 -- Tactic #1

Goal #2 -- Objective #2 -- Tactic #3

Objective #3 -- Attract green businesses.

Title:

Create media kit to be distributed to green industry trade magazines, bloggers and websites.

Brief Description:
See G1, O1, T3

Cost:

Associated with G1, O1, T3

NTA-128

NTA-129

Communication Package Description

! ! ! !

GRE

GREENSBURG, KS.
Goal #2 -- Objective #3 -- Tactic #1
FAC TS GRE of GR E EN TOW ENSBU RG N

MEDIA KIT

Goal #2 -- Objective #2 -- Tactic #3

EN

The Green Things You Didnt Know About Greensburg and Kiowa County
Greensburg has the most LEED-certified buildings per capita in the world. Each LEED-platinum building is projected to reduce carbon emissions by 42 percent compared to conventional buildings. According to the Department of Energy, Greensburg saves $200,000 in annual energy cost with thirteen sustainable buildings. Kiowa County Memorial Hospital is the first access hospital in the nation to be granted the LEED certification. This hospital achieves a 59 percent annual energy savings as compared to any other hospital. John Deere Renewables developed the Greensburg Wind Farm, which has been functioning since mid-March. It has donated one-third of the renewable energy credits from the wind farm to the city.

STRONGER, BETTER, GREENER!

NTA-130

NTA-131

Communication Package Description

Communication Package Description

Goal #2 -- Objective #3 -- Tactic #2

Goal #2 -- Objective #4 -- Tactic #1

Title:

Direct mail to regional small business owners.

Objective #4 -- Reach out to former Greensburg residents to visit the newly rebuilt Greensburg to see progress.

Brief Description:

Regional small business owners will receive business packages, outlining the benefits of expanding their business to Greensburg.

Target Audience: Timetable: Status: Cost:

TBD

Title:

Regional business owners

Provide information about ongoing events in Greensburg through social media.

Spring 2013

Brief Description:

Incomplete

This will allow former residents to witness the new Greensburg and be educated with the building upgrades. It will also remind them of their former home that survived a disaster.

Targeted Audience: Timetable: Status: Cost:

Former Greensburg residents

Summer 2013

Incomplete

Free (Online)

NTA-132

NTA-133

Communication Package Description

Communication Package Description

Goal #2 -- Objective #4 -- Tactic #2

Goal #2 -- Objective #4 -- Tactic #3

Title:

Title:

Organize a committee to reach out to contact former residents about the benefits of visiting their former home.

Distribute postcards with current pictures of Greensburg and messages encouraging the former residents to visit their former home.

Brief Description:

Brief Description:

This committee will be responsible for gathering contact information and forming promotional messages to get former residents visit Greensburg. The messages should highlight the efficiency of green living, the opportunities for new business, the closeknit community laced with nostalgic elements of their lives in Greensburg.

Send out postcards to former Greensburg residents with customized messages inviting them back to visit. Another option would be to invite them back to revisit the town they grew up in to remind them of the charm of this close-knit community.

Targeted Audience: Timetable: Status: Cost:

Former Greensburg residents

Targeted Audience: Timetable: Status: Cost:

Free

Former and current Greensburg residents

Summer 2013

Summer 2013

Incomplete

Incomplete

$69.99 for 250 postcards

NTA-134

NTA-135

Communication Package Description

Communication Package Description

Goal #2 -- Objective #4 -- Tactic #3

Goal #2 -- Objective #4 -- Tactic #3

NTA-136

NTA-137

Communication Package Description

Goal #3 -- Objective #1 -- Tactic #1

Goal #3 -- To increase tourism in Greensburg and Kiowa County. Objective #1 -- To increase traffic to major tourist attractions.
Title:

Send sales pitch letters to retirement communities in surrounding counties and states.

Brief Description:

A sales pitch letter will highlight tourist attractions such as The Big Well, the old-fashioned soda fountain and museum and invite the retirees to take a guided tour of Greensburg. It will provide a quick insight as to how their visit to Greensburg will be worthwhile.

Target Audience:
Retirees

Timetable: Status: Cost:

Spring 2013

Incomplete

$134.99 for 250 letters

NTA-138

NTA-139

Communication Package Description

Communication Package Description

Goal #3 -- Objective #1 -- Tactic #2

Goal #3 -- Objective #1 -- Tactic #3

Title:

Title:

Information packet for Greensburg tours.

Create advertisements for Kansas magazines.

Brief Description:

While Greensburg offers tours tailored to visitors, it is recommended to standardize the tour and to provide literature about the guided tour for retention.

Brief Description:

New Tree Agency will place a Greensburg travel ad in a travel/recreation magazine to highlight the tourism attractions in Greensburg and to entice readers to plan day trips to Greensburg.

Target Audience:

Retirees, empty nesters, international tourists and culture/heritage tourists

Target Audience: Timetable: Status: Cost:

Travel/recreation magazines and readers

Timetable: Status: Cost:

Spring 2013

Spring 2013

Incomplete

Incomplete

$199.99 for 250 packets

$2,809 full color/full page (1 year)

NTA-140

NTA-141

Communication Package Description

Goal #3 -- Objective #1 -- Tactic #4

Title:

Photo gallery of Greensburg before and after the tornado.

Brief Description:

Greensburg website and Facebook page visitors will have the opportunity to view photos of Greensburg before the tornado, immediately after the tornado and photos of the progress the town has made.

Target Audience: Timetable: Status: Cost:

Free

Weather tourists and cultural/heritage tourists

Spring 2013

Incomplete

NTA-142

NTA-143

Communication Package Description

Communication Package Description

Goal #3 -- Objective #1 -- Tactic #5

Goal #3 -- Objective #1 -- Tactic #6

Title:

Title:

Create a radio spot in June and July to promote Greensburg as a tourist destination.

Create a radio spot in March, April, May, Aug, September and October to promote Greensburg as a tourist destination.

Brief Description:

New Tree Agency will create a radio ad to be broadcasted in neighboring states. It will demonstrate Greensburgs value as a daytrip location.

Brief Description:
See G3, O1, T6

Timetable: Status:

Target audience:

Spring and Fall 2013

Empty nesters, retirees, young families, culture/heritage tourists, and travelers on Highway 54.

Complete Cost: $2,550

Timetable: Status: Cost:

$850

Summer 2013

Complete

NTA-144

NTA-145

NTA-146

NTA-147

Communication Package Description

Goal #3 -- Objective #1 -- Tactic #7

Title:

Create a newspaper ad to promote Greensburg as a tourist destination.

Brief Description:

Create a newspaper ad highlighting the attractions of Greensburg. It can include in-depth profile of the history of each attraction. This ad will run in the Hutchinson News.

Target audience: Timetable: Status: Cost:

Readers of Hutchinson News

Spring 2013

Complete

$336.02 (3 X 5) (daily)

NTA-148

NTA-149

NTA-150

NTA-151

Communication Package Description

Communication Package Description

Goal #3 -- Objective #2 -- Tactic #1

Goal #3 -- Objective #2 -- Tactic #2

Objective #2 -- Reach out to former Greensburg residents to visit the newly rebuilt Greensburg to see progress.

Title:

Train local employees to become ambassadors of Greensburg who can provide information about the tourist attractions and ongoing activities.

Brief Description: Title:

See G1, O4, T2 Install signage on Highway 54, near the Main Street stoplight, to guide travelers to Main Street.

Target Audience: Timetable: Cost:

Free

Travelers on Highway 54 and ambassadors

Brief Description:
See G1, O3, T2

Summer 2013

Target udience: Timetable: Status: Cost:

Travelers on Highway 54

Summer 2013

Incomplete

Pending

NTA-152

NTA-153

NTA-154

Sources

NTA-155

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