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_ v <br /> s <br /> deon <br /> client : Chapel Hill/Orange County Visitors Bureau <br /> project : Visitor Profile Research <br /> date : 4/ 10/ 19 <br /> q , £ OJ <br /> Y ` <br /> This estimate includes all costs to conduct visitor profile research to gain insights and a j <br /> deeper understanding of visitors to Chapel Hill/Orange County and their perceptions of the <br /> area . The goal will be to use the learnings to ultimately help increase tourism . Research <br /> efforts will target UNC - Chapel Hill alumni , area natives , and past and potential visitors from <br /> surrounding areas . <br /> An outline of the research goals , approach , and methodology is below : <br /> Research Goals : <br /> • Understand the opportunity audiences , including alumni , past visitors , and people <br /> G <br /> who have not visited Chapel Hill but intend to <br /> • Get an understanding of the audiences ' attitudes , perceptions , and behaviors to <br /> help overcome any potential hurdles to visitation and inform future brand strategy <br /> • Understand the perceptions of current residents <br /> • Ultimately ensure that messaging is tailored to the right people , in the right places <br /> • Cover the following : key perceptions , depth of familiarity with what the area has to <br /> offer , visitation , length of stay , intent to visit , barriers to visitation , travel motivations , <br /> behavior , and the decision - making process <br /> Methodology : <br /> • Online survey to help benchmark key performance indicators (KPIs) to be used as a <br /> baseline to track metrics as needed to gauge improvements and /or need to pivot <br /> • Online anthropology/social listening to add further insights around online survey <br /> learnings <br /> o We will review online conversations from the past year , excluding <br /> conversations primarily driven by UNC fan activity <br /> o We will take a representative group of the conversations and identify people <br /> who live in Chapel Hill /Hillsborough /Carrboro vs . people who live elsewhere <br /> o We will identify key themes from the discussions (overall emotion , types of <br /> activities , and other insights that bubble up) , and these insights will be folded <br /> into the overall results from the online survey <br /> • Alumni poll to understand perceptions among UNC alumni including those living in <br /> Charlotte <br /> o A short poll including closed - and open - ended questions will be created to <br /> gauge perceptions <br /> ao 6601 Six Forks Road , Suite 400 , Raleigh , NC 27615 pa 919 . 544 . 2193 wo cleaninc . com <br />