- To increase awareness of mountainboarding among 18-24 year old women over the next twelve months. Mountainboarding is currently a sport of only 77,000 people. As it is still a fledgling sport, many people, including females, have never heard of it. In the next year, however, we can begin to increase awareness and get opinion leaders for this audience to address mountainboarding. This will be important in generating positive publicity.
- To change the current “extreme” image of mountainboarding over the next 12 months by targeting media. Research shows that college-age females are “turned-off” by “what they perceive to be its ‘extreme’ and ‘dangerous’ nature.” We can begin to change that perception by showing the personal, feminine side of the sport in such media as magazines and newspapers. We should also use this method to show that mountainboarding can be as safe or as dangerous as the rider wants. This will be important in disseminating information about the sport to ourtarget audience.
- To obtain 150-300 placements in US media. Part of the reason mountainboarding has not taken-off as a popular sport is due to a lack of media attention. Over the next year we should be able to improve on that through our various events and methods planned. This will be important in increasing awareness for the sport and creating a new perception of the sport.
Originally by
Lisa Damast
CM 301
11/9/05
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