96: Stephan Bontrager Part 2
Hit the Bullseye: Knowing your target audiences and what they want—is essential to marketing success. Yet companies often miss the mark and don’t clearly and truthfully define their target markets. One company that took the Hit the Bullseye approach to a whole new level is Kolcraft, a international baby product manufacturer based in Chicago.
Kolcraft wanted the target audience for buying their product—parents—to experience what the actual customers who use their product—children—experience. So they built an super-sized baby stroller twice the size of the one for babies: 7 feet 6 inches high, 6 feet deep and 4 feet wide.
Guest: Stephan Bontrager is Director of Communications for Riverlife a public-private partnership working to build downtown Pittsburgh’s urban riverfront park system. Prior to Riverlife, Stephan was Director of Education and Community Engagement for public radio station 91.3 fm WYEP, where he also served as the on-air Midday Mix host.
Stephan walks us through Three Rivers Park, Pittsburgh’s 13-mile interconnected riverfront. With over 80% of the park complete and many more projects underway, Three Rivers Park is shaping up to be unlike any urban waterfront in the world.
What’s The Big Idea? Stephan’s Big Idea relates to Riverlife’s substantial public and private fundraising efforts, specifically tied to the restoration of the Point State Park fountain. The non profit achieved their fundraising goal with a campaign built around the theme:
Without the fountain, what’s the Point?
The Big Event: Riverlife’s Party at the Pier 2016 is Friday, August 26, 2016. http://www.riverlifepgh.org/blog/riverlifes_party_at_the_pier_2016_rhapsody_in_blue_presented_by_pnc/
Tool:Riverlife uses Facebook videos to Hit the Bullseye and connect to a specific audience at a relatively low cost.
Stephan’s Contact Info:
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