Located on the crest of the Cascade Range in Washington, Stevens Pass receives abundant snowfall making it one of the top locations for Washington residents. Stevens Pass caters heavily to day travelers from the surrounding areas. With a variety of terrain, Stevens Pass is an ideal location for all ski levels. Night skiing allows the resort to be open longer hours enabling skiers to take full advantage of the beautiful resort.
With an ever-changing demographic, Stevens Pass is faced with the challenge of speaking to all customers differently. The message you use for a college student is much different than the one used for a family or a more mature skier. Along with the message, the marketing channel matters as well. While young customers may take more to a Facebook ad, a mature customer may do best with email. Stevens Pass was faced with the challenge of talking to each segment differently and speaking to them where they are listening. With the Season Pass push upon them, it was important that they take all channels into consideration to gain the most value from their marketing efforts. But how do you tailor the message and the channel to each different segment?