Participants: Mark Pembrooke, Susan Janelle, and David Mumm

May 4, 2019


What would you like us to do for you? What is the purpose and scope of the project (heighten credibility, expand services, sell 2000 widgets, etc)? 

Develop a clear and compelling message, reach our audience through a mix of traditional and new media.


  • A well-known and positive brand.

  • More customers!

  • More vans.

  • Although we don’t have a specific goal, we’d like to outperform previous years.

Projects include: 


We will set out to develop an annual marketing plan.



  • We will not update the logos at this time. We may polish them a bit and establish consistent colors for use across all media.

  • Identity Package (Business Card, Letterhead, Envelope, and the foundation for additional related items.)

  • Story



  • Direct Mail

    • Postcards

  • Local Distribution (Hotels, vacation rentals, and similar locations)

    • Rack Card (We like the 11” long version)

    • Hotel Key Cards

  • Yard signs might be a good idea.

  • Print Ads

    • Wine Alliance

    • Downtown Mao

    • Visit Walla Walla

    • Downtown Walla Walla Foundation



  • Garments and name tags for staff

  • Giveaways (SWAG)

    • Wine openers and similar.


  • Website

    • Tell the W3/Wings Over Walla Walla story

    • Detail shuttles, vineyard tours, air charters, and more

    • Active Blog

    • Staff Bios

    • Events Calendar

    • Online Store for bookings and more

    • Continued Website Development (The website never sleeps)

  • Email Marketing (To established contacts).

  • Social Media (Facebook, Instagram, Twitter and more)

    • Facebook Ads

  • Google Adwords

  • Internet Listings

    • Trip Advisor and similar

Creative Considerations

What limitations or constraints do you have (budget, schedule, size, paper, etc.)? What elements or colors or other personal preferences must be represented in this project? Where will additional materials that we do not create come from? (writing/photography/illustration etc.) What are examples of projects of this type you have seen that you think are effective? Share samples with us. How does distribution affect the budget, creative time, use of color, mechanical requirements? 

At the moment, we don’t have an established budget. We’re happy with the wine red logos. Other colors are welcome.

Note: I’d love to see some samples of websites and such that you think are particularly good.


  • Photography: Photos will come from a variety of sources. We may tap Lucia Mumm for some specific shots. We may also use David Mumm’s drone.

  • Video: Video will come from a variety of sources. Mark’s has a family connection who may be able to help.

  • Writing: Mark, Scott, and Susan will do much of the writing.

Product Description

What are the goods and / or services your business provides? What is the product or service that you want to promote? What are its features? How much does it cost? What is it made of and how is it used? What makes it different, unusual, or unique? 

We do shuttles, tours, and charter flights. Although it often takes years to establish a good reputation, we already have an excellent reputation and many happy customers.

Shuttles: Our shuttle service is unique in Walla Walla because we offer hop on and hop off service. Most winery visits last around 45 minutes, so it doesn’t make sense to tie up a vehicle and a driver waiting at a winery. We are always on the move and our response time to a group is usually just seven or eight minutes.

Our shuttles are also a rolling billboard for our sponsor wineries. Sponsorship rates are reasonable and range from $250 annually to $1,500 annually. We offer good value to our sponsors because we guarantee to bring people to each sponsor’s door. Mark says, “We put ‘em in the van and bring ‘em to your door.” Even the lowest level of sponsorship will get a weekly visit. Larger sponsorships get visits two to three times per week. So far, we have 30 to 40 sponsors in Walla Walla, and they are mostly concentrated on the south side. Note: The van can carry around 20 cases of wine! Plus, the van is also used as an UBER.

Tours: Our winery tours are concentrated on the south side of Walla Walla. The Vineyard Experience Tour is $55 and lasts about 2.5 hours. The tour includes the Watermill Winery tour, vineyard tour, and samples of wine, cheese, and meat. You can also sample cider next door. For an extra $25, you can visit three other Southside wineries. The tour is a bit flexible so you could visit more wineries if you wish.

Charter flights: We offer charters in a 200 to 300 nautical mile range of Walla Walla. We hope to serve Seattle, Spokane, Boise, Napa, Tahoe, Reno, and Senica. Every charter flight client receives a free tour as part of the package. We have advantages over jet travel because we focus on short distances. We fly lower and with more direct lanes, so our trips are quicker and faster.


What makes your business special among similar companies? What’s your value proposition? Who is your present competition? With whom would you like to be competing? What similar products or services are currently available and how good are they? 

Nobody else is doing just what w do. Our shuttles are cheaper than other transportation options because sponsorships help us offset costs. Mark Says: “We don’t have to charge $150.” Our shuttles are based on the hop on and hop off concepts, and we are never more than seven minutes away. The idea of playing leapfrog works well on the south side. We sometimes run into problems when folks want to go to the west side or airport.

Other tour companies include: Freddy G, Imbibe. Tesla, A new unnamed one in Waitsburg, and Dreamrides. The most they can do is two tours a day. We can do up to four tours a day. We don’t sit and wait. We can shuttle three groups in the morning and another early afternoon. We can shuttle 50 people a day. Others can only do 20.

Key Benefit for Riders: We leave you with more money for WINE.

Key Benefit for Wineries: We don’t do bridal parties. We bring people who join clubs and buy wine. 

Plus: No competitor can take you for a flight. We will have 30-minute areal tours available soon.

Bottom line: There is nothing like quite like W3 Tours in the Walla Walla area.

Target Audience & Market Realities

Who is your current primary audience (gender, age, socioeconomics, employment, geographics)? How much do they know about the product? What are their attitudes toward products or businesses like yours? What motivates them? Whom do you want your audience to be? What is your marketplace like right now? What are some trends affecting your business right now? What are opportunities you could be taking advantage of now or in the future? 

Our clients are not experts in choosing a shuttle, tour, or charter flight. They don’t know much. We will need to educate them about how W3 and Wings over Walla Walla can serve their needs and make them smile.

Demographics: Our clients seem to be in their 40s through 60s. Sometimes we add the 30s and 70s. Women make the decisions. Clearly, they have enough income for leisure, but we don’t have much information about income ranges. Mark guesses: “We cater to the upper 55% of income.”

Our clients live all over. They don’t come from a constant area.

User Benefits

How will the user be better off using your product or service? Will he or she save time, effort, or money? If so, how much? 
How important is this product to the consumer? Are there tradeoffs (higher quality, but higher price)? What support do you have for these claims (statistics, data, focus group results, testimonials)? 

Since we save out riders money, they can buy more wine, and afford wine club memberships.

Of course, it is important to note that we keep people safe. Wine tasting comes with the possibility for intoxication and we transport people safely. Mark says: “We see drunk drivers on the road all the time.”

We save our riders time since we know right where we are going, and we don’t deal with parking. We save you money over a rental car. And, we make the trip more comfortable and more fun since you don’t have to worry about getting lost and driving drunk.

Plus: Our knowledgeable drivers know many Walla Walla tips and secrets. Our drivers know where to eat, and everything about wineries.  We also connect people to events, hikes, and whatever they are interested in.

We do have testimonials on Facebook.

Most Important Point (MIP)

What are the top three ranked benefits of your product or service? If you could choose only one thing the viewer remembers from your advertising, what would it be? 

  1. Our Drivers are key. Susan, Scott, and Debbie know the best spots and activities that our riders would never would have found on their own. Mark says: “They’re fantastic, they do a great job.”

  2. We offer unique tour experiences. The Vineyard Experience Tour, and Aerial Tours are just the beginning.

  3. Our charter flights are fast and fun.

MIP: We offer an outstanding team of people who will take our clients on a unique trip. Our service is a great value and lots of fun.