From gems to government to camping, Whitney Scott has lived the idea that “once you learn marketing, you can adapt to almost any job in any industry.” As CMO of Kampgrounds of America (KOA) and COO of the newly opened Terramor Outdoor Resort in Maine, Whitney’s marketing strategies bolster the common mission of connecting people to the outdoors and to each other.

In this episode, Whitney and I discuss how she’s using marketing to connect with the new demographic interested in camping, and how data is the key to backing up your marketing tactics. Whitney also introduces KOA’s newest brand, the Terramor Outdoor Resort, now open in Bar Harbor, ME.

In this episode, you’ll learn:

  • How to keep a 60-year-old brand relevant
  • How KOA is upgrading the camping experience for a new demographic
  • Understanding how to scale your digital presence

Key Highlights

  • [01:37] Whitney’s secret talent
  • [02:55] Whitney’s path to Kampgrounds of America (KOA)
  • [05:08] Introducing the new Terramor Outdoor Resort
  • [09:00] KOA’s history and where it is today
  • [13:22] Maintaining a 60-year-old brand and keeping it current
  • [15:28] How target customer data has changed over the years
  • [19:38] Keeping up with the changing needs of KOA’s customers
  • [21:45] How technology has played a role
  • [25:19] Big learnings as CMO of KOA and COO of Terramor Outdoor Resort
  • [27:49] An experience that defines Whitney
  • [29:36] Whitney’s advice for her younger self
  • [31:23] What marketers should be learning more about
  • [35:44] Brands and causes that we should be taking notice of
  • [38:56] The biggest opportunity or threat for marketers today

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.