Military Travel Club

Team member: Peter Lundquist | When: 2015-16 | For: Gannett Government Media

Related Services: Digital Product Management, Digital Marketing

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An exclusive military travel community, for and by the military

Job to be done: A nationwide listening tour with active-duty military and their spouses revealed that military families use travel to weave in adventure, easing the stress of frequent moves, a nomadic existence that civilians often don't understand. "Military Waypoint" provided military families an exclusive travel community for sharing the best deals and destinations nearby and on the way to bases, posts and stations around the globe.

Digital strategy experience: As general manager of Gannett Government Media's Military Times business unit, Peter and his team won support for corporate investment in the development of a new digital product in the consumer military market, which included product definition, business plan, financial model, sales plan and go-to-market plan.

Product management experience: The project included sourcing a technology partner to code the product and managing the internal content and marketing team that conducted consumer insights research, developed and tested prototypes, executed in-market experiments and documented functional requirements for the engineering partner.

Results: A go-to-market cruise give-away contest netted thousands of members, hundreds of travel idea posts, and a launch sponsor, which in turn was able to build a contact list of military travelers.

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