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C.3 Launch a targeted marketing strategy (II/II) Initiative objective Define target customer segments (families, couples, outdoor-enthusiasts etc.) Develop targeted marketing campaign to improve branding and positioning of Plateau as a destination of choice and not a place of conflict Stakeholders • • Ministry of Tourism; Tourism Agency Plateau State ICT Development Agency Office of the Governor PLASMEDA Initiative Lead Ministry of Tourism Resources Metrics • Funding to develop key sites, to develop website % increase in no. of tourists visiting state 111 Potential quick-win 3 Copyright 2019 by Boston Consulting Group. All rights reserved.

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