SNOWBASIN SKI RESORT

PUBLIC RELATIONS TOOLS

Research

We conduct primary and secondary research, using both qualitative and quantitative techniques to identify the messages our clients need to communicate to their audiences, and identify the best ways to convey that information.

Strategic Planning & Development

Our recommendations fit into a strategic plan based on careful research, an overall goal, messaging and measurable objectives.

Consumer Marketing

We apply our expertise in brand management, consumer behavior, promotion, sponsorship, special events and media relations to develop strategic and creative public relations programs that build reputations, manage perceptions, strengthen positioning and drive sales by motivating consumers to think and act.

Media Relations

Our mission is to deliver the right message through the right medium to the right audience in order to build our clients’ credibility. We provide a complete battery of media relations tools including press releases, pitch letters, articles, op-eds, facts sheets, FAQs and expert source sheets. We partner with our clients through every step of media relations, including honing contact lists, crafting key messages, preparing for interviews and determining the communication tools that make sense.

Media Training

We understand how nerve-racking it can be to do a live interview or speak with a reporter, which is why we offer our clients valuable media training. Our comprehensive training is tailored for the situation but often includes coaching clients on how to speak with the media, nail down key messages and identify how to respond to sensitive questions.

Press Tours

PPBH Public Relations has the experience and staff to organize and prepare for company or product introductions or re-introductions by taking the news to the press.

Trade Shows

We make the most of trade show participation by maximizing pre-show publicity and promotions with key industry publications. We also capitalize on the power of public relations to deliver a company’s message to customers, potential customers and the media that attend industry trade shows.

Special Events

We plan, manage and publicize a wide range of events, from press conferences and trade shows to grand openings and new product launches.

Community Relations

Through our relationships with local and national media and our understanding of issues unique to our region, we’ve planned and implemented numerous campaigns that have measurably shifted public opinion.

Crisis Communications Planning

We can develop a crisis communications plan and train key personnel in their responsibilities to ensure effective communication in the face of significant pressure.

Interactive

PPBH develops programs, plans and solutions for online execution that answer the marketing, training and publishing challenges facing companies in today’s digital age.

Employee Relations

Communicating with employees is important, so we have developed various communications audits and implemented both employee sales incentive programs and employee communications campaigns designed to keep these vital channels open.

Grassroots

We have developed grassroots marketing campaigns that have turned our clients’ customers and opinion leaders into avid supporters who care about the company and its products/services.

Guerilla Marketing

Sometimes that crazy idea that everyone laughs at in the brainstorm is just the thing that is needed to break through the clutter and get attention. We’ve done some amazing things to get the public’s attention that have resulted in the desired action or response for our clients.

Social Media

Blogs, Facebook, MySpace, Wikis and Twitter. Sound like toys for your kids, or maybe things only teenagers have time for? Our Social Media Team has used these tools and others to increase awareness of our clients and interaction with their audiences.

Business Issue

In the past, Snowbasin has prided itself as “Utah’s best kept secret.” Once people visited the area, they were hooked. The only problem was people didn’t even know it existed, it was too good of a secret. The prestige of the upcoming 2002 Winter Olympics provided a prime opportunity to make Snowbasin the next buzzword among local skiers, as well as national and international travelers. In January 2000, the public relations/identity campaign was initiated.

Planning

Objectives: 1) Raise awareness of Snowbasin Ski Area, 2) build local support of the mountain, 3) secure positive placements about Snowbasin and 4) leverage Olympic excitement among local and national travelers.

Strategies: 1) Develop a press kit that includes resort information, slides and maps of the area that will be distributed to local, national and international media who will visit the resort during familiarization tours, 2) pitch local media “behind-the-scenes” stories about the resort and 3) invite national and international media to cover races, resort developments and events.

Target Audience: Local skiers, national and international travelers and media

Execution

In January 2000, the public relations/identity campaign kicked off when PPBH developed a press kit that encompassed the entire resort’s offerings. The press kits were then distributed to media who were planning to visit the resort. To build local support, PPBH sent out consistent news releases on events and happenings at Snowbasin. In preparation for the Olympics, media advisories were sent out to encourage local print and broadcast media to attend the NorAm races, Super Series, World Cup and Gold Cup races that were held at Snowbasin. Various stories on the races appeared in The Washington Post, New York Times, Chicago Tribune and other publications.

Client Value Delivered

Media coverage has far outweighed the minimal coverage from the past. Snowbasin has been featured in publications such as National Geographic Adventure magazine, Ski Magazine, Skiing Magazine, New York Times Union, Connecticut Post and various other national and international publications. Locally, stories on Snowbasin’s snowmaking system, Olympic downhill courses, races, and developments have contributed to local awareness of the resort. Since the commencement of the campaign, Snowbasin has established an identity as the home of the 2002 Olympic downhill and has marked its place on the map as a world-class travel destination.