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Memo & Minutes

 

To: EpicTrek Investors
From: Your EpicTrek Leadership Team
Subject: Moments of Opportunity
Date: Nov. 8, 2020 

The moment when you see your teenager smile again.
The moment when your family is together again.
The moment when you know you stepped out of the routine and toward something epic. 

EpicTrek has the opportunity to provide these moments. Through customer research and data analysis, we believe that EpicTrek can provide these moments for our customers better than any of our competitors. No one else is attempting what we can provide. 

Our community, gamification, content marketing, and online quiz separate us from the rest of the adventure planning landscape. The competition is missing the mark – while they target individuals, we aim to provide value for families and those who want to begin an adventure together. Our data analysis demonstrates that we have an audience that is looking for this differentiator and is proof that investing in our company will have a year-over-year positive return on investment.  

Data Influences our Zoe Story and Our Plan of Action 

Our target audience is best personified as “Zoe.” She is a 39 year old mother of two kids living in Flagstaff, AZ. She wants to fulfill her own sense of adventure, introduce her kids to vacations after Disney experiences, but needs help getting started. Here’s where we can help! 

Your EpicTrek squad conducted a quantitative survey through social networks in September, 2020. The charts below are generated from the 168 respondents that we received. This data helps EpicTrek (and Zoe) find our true north and how we can help families begin their own epic trek!

At the end of this memo, we provided some additional data that support our vision and growth. 

How Does Zoe Find Us? 

  1. We want to be found. 
  2. We want to be known for what we do. 
  3. We want to empower our customers to blaze new trails. 

Through content marketing on our website and our own social media channels, EpicTrek provides content as education, support, community, and as a window into the values that drive us to be different from our competitors. World-class (dare we say epic) search engine optimization will allow customers to pull our content to their mobile or desktop browsers. Our community is “always-on” and provides support for new and returning EpicTrekers. 

FOMO – It’s a Real Thing! 

Zoe’s best friend just posted a series of pictures on Facebook of her family’s great outdoor adventure. Another friend shared her first non-Disney Instagram picture and she can’t believe the TikTok video her friend posted of #CabinLife. 

Who wouldn’t want an EpicTrek Adventure of a lifetime?! With the use of social media influencers and content marketing, Zoe will find the contest to win her EpicTrek adventure. She just needs to: 

  1. Enter her name and email address on our landing page 
  2. Share the contest with friends and family. 
  3. Learn more about “new to her” vacations by reading the content and community posts on EpicTrek.com. 

Our goals are to have 5,000 visitors to our #WinAnEpicTrek landing page with 2,000 entries completed within 30 days of the contest launching. We’ll also have 2,000 new subscribers to our email marketing newsletters with a goal of converting 500 of them to completing EpicTrek travel boards on our website. 

Zoe Needs Your Help

  1. Let’s help Zoe and her family reach a new adventure. 
  2. Let’s create a special moment for Zoe. 
  3. Let’s be part of the next story at the Thanksgiving table.  

We’re asking for your investment, your passion, and your commitment to this cause. With your help, we can do all of this and more. 

Thank you,
EpicTrek Squadmates
James, Katie, Jill, Kathleen, and Sara

 

References & Data

Data gained by EpicTrek via Google Survey Conducted: September 2020 via 168 respondents throughout the USA

More than half (58%) of the U.S. Millennials who traveled the night last year have children under the age of 18 in the family, Resonance said. In the next two years, nearly half of Millennial travelers are planning to take family vacations. Family travel is the most common form of vacation among these demographics (travelagentcentral.com).

We take the following information from skift.com’s research: Travel Marketing Across Generations in 2020 Reaching Gen Z, Gen X, Millennials and Baby Boomers: Generation X participants, born between 1964 and 1980, travel less often than other generations. When traveling, they prefer to concentrate on family-oriented trips and be destination-indecisive.

 

GlobalData research shows that family travel is rising exponentially year-on-year, with about 376 million family vacations taken in 2022.

https://www.travelpulse.com/news/features/family-travel-survey-reveals-parents-are-looking-for-a-break.html

Ninety-one percent of parents said they were planning a family vacation this year, with an average of three family vacations planned and an average of $300 a day spent. 

Besides family bonding time, parents are searching for a break and will pay for it. In reality, moms and dads said that, on average, they would pay 39 percent more if their children were promised anything to keep them amused all the time. Far more parents—39 percent — said they were going to pay 50 percent more.

https://www.travelpulse.com/news/features/family-travel-survey-reveals-parents-are-looking-for-a-break.html

 

Meeting Minutes

Email Correspondence