Elevating Oakridge: A Tourism Marketing Initiative

Abstract

This project was developed to support the long-term economic vitality of Oakridge, Oregon, by increasing tourism and promoting the town’s outdoor assets. University of Oregon Marketing Strategy students conducted in-depth research and created actionable marketing strategies tailored to the community’s needs and opportunities. The goal was to generate realistic, low-cost recommendations that elevate Oakridge’s visibility, illustrate its natural and recreational offerings, and strengthen engagement with local businesses. The research phase combined both qualitative and quantitative methods, including benchmarking analyses of comparable towns, focus groups, over 50 individual interviews, and secret shopping visits to local attractions. While initial findings showed visitors view Oakridge positively, general awareness remains low. However, respondents frequently cited the town’s access to outdoor recreation, its natural beauty, and its small-town charm as key strengths.

Students conducted a large-scale survey that yielded over 500 responses and used segmentation tools to create six distinct consumer profiles that informed a set of targeted action plans designed to appeal directly to each audience through low-cost, practical marketing tactics. Beyond segment-specific strategies, three broader recommendations were proposed to enhance Oakridge’s overall marketing capabilities. These included a refreshed branding identity complete with logos, taglines, and design guidelines; an influencer marketing strategy to amplify Oakridge’s digital presence; and a community coupon book initiative intended to drive local business traffic. Together, these strategies offer a marketing roadmap that the City of Oakridge and community partner organizations can utilize to improve quality of life for Oakridge residents now and in the future.