Objective
Use resident sentiment surveys to create a secondary brand for a podcast that embodies the needs and desires of the community and aligned with the mission of the Finger Lakes Vacation Rental Alliance (FLXVRA).
Challenges
- Including the voices of residents of all types (full-time, part-time, homeowner, renter, etc.) and commercial/investment owners simultaneously.
- Establishing FLXVRA as a resource to receive reliable education about the short-term rental (STR) market.
- Eradicating preconceived notions of the affects of short-term rentals on housing and personal security.
The Strategy
The survey was designed create a true understanding of the general consensus that existed in the community in regards to short-term rental ownership, vacation renters and the industry affects on the community.
- Core Message:
“Who do you think owns vacation rentals in our community and what do you know about the positive and negative affects of STRs on the communities within the destination?” - Psychology/Vibe:
- Giving community members a space to voice their opinions and shape the conversation.
- Inspire conversation online that allows people from all backgrounds within the community to participate.
- Ensuring responsible hosting is FLXVRA’s top priority.
Results
The survey delivered impactful insights for creating a brand that resonated with it’s target audience:
- Number of Survey Participants: 432
- Percentage of Resident Participation: 70%
- Percentage of Participants interested in Advocating for FLXVRA: 15%
Key Takeaways
- The sentiment survey allowed FLXVRA to create a brand and produce a podcast that genuinely appealed to their audience.
- FLXVRA learned about new segments of their audience that they didn’t know existed previously.
- The sentiment survey successfully facilitated an open dialogue about STR impact on community.
