TAILIEUCHUNG - STRATEGIC MARKETING PLAN - Overcoming Development Barriers and Positioning Castle Rockfor Success

Destinations are amalgams of tourism products, offering an integrated experience to consumers. Traditionally, destinations are regarded as well-defined geographical areas, such as a country, an island or a town. However, it is increasingly recognised that a destination can also a perceptual concept, which can be interpreted subjectively by consumers, depending on their travel itinerary, cultural background, purpose of visit, educational level and past experience. For example, London can be a destination for a German business traveller, whilst Europe may be the destination for a leisure Japanese tourist who packs six European countries in a two week tour. Some travellers will. | City of Castle Rock Washington STRATEGIC MARKETING PLAN Overcoming Development Barriers and Positioning Castle Rock for Success Prepared by Chabin Concepts Inc. Marketek Inc. Contacts Allison Larsen Principal Chabin Concepts Inc. 509 972-0833 allison@ Mary Bosch Principal Marketek Inc. 503 638-1615 mary@ Date May 12 2005 Castle Rock Strategic Marketing Plan Castle Rock strategic Marketing Plan Table of Contents PROJECT PURPOSE a MARKETING Strategic Initiative 1 Product Strategic Initiative 2 Organize for Business Strategic Initiative 3 Target Best IMPLEMENTATION TIMELINE a Prepared by Chabin Concepts Marketek May 12 2005 Table of Contents Castle Rock Strategic Marketing Plan PROJECT PURPOSE GOALS The Castle Rock Business Feasibility Analysis and Marketing Plan presents 1 a clear plan of action for improving business conditions and 2 a road map of attracting and retaining employers. The Strategic Marketing Plan sets forth the following goals for Castle Rock 1. Make Castle Rock a desirable business location 2. Grow retail and service business sector in order for residents to more frequently shop locally 3. Enhance Castle Rock s appeal to visitors 4. Create new investment and jobs in Castle Rock. Successful implementation of this plan will enable Castle Rock to buck the trend of dying downtowns in small towns and inspire Castle Rock s youth to pursue employment and entrepreneurial business opportunities in their hometown. BACKGROUND The Castle Rock City Council adopted the Castle Rock Conununity Action Plan in 2002. The Focus Area Favorable Business Conditions and a Prosperous Economy was identified as a top priority. As a result grants were procured from the Washington State Department of Community Trade and Economic Development CTED and the United States Department of Agriculture USDA Forest Service to fund the .

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