KAHT Technology Usage Assessment Survey During the early part of summer, an Eastern Kentucky University graduate student conducted an evaluation and assessment of the KAHT Technology Usage Assessment Survey that is administered to new participants in the KAHT program. From a sample population of 250, 115 surveys were completed for this assessment, giving a response rate of 46%. The findings from the survey were very much different from the hypothesis stated at the beginning of this evaluation. The following statistics were extracted from the survey:
  • 91% of KAHT participants own a computer
  • 85% of KAHT participants use a computer for both personal and business use
  • 90% of KAHT participants use the internet
  • 54% of KAHT participants have their own business website
  • 85% of KAHT participants use email
  • 95% of KAHT participants had never participated in an internet based training program.
The U.S average for computer ownership is 56% and for home internet usage, the average is 50%. The findings of this evaluation showed a dramatic increase among KAHT participants with 91% computer ownership and 90% internet usage. The report also showed an increase in the number of KAHT participants owning a business website increasing 14% from 40% to 54%. The report also gave us a better understanding of email usage among participants with an 85% reported usage rate. Overall, the assessment aided the KAHT program in measuring the progress of technology usage among KAHT participants. The assessment proved valuable in analyzing the current survey and offered several recommendations for improving on the data retrieved by the survey. These recommendations will be utilized in future surveys that are conducted by KAHT. Additionally, KAHT will be conducting more research on the development of continuing internet based training programs for use among KAHT participants.

Brochure Distribution

During this year, we have seen an increase in the number of brochures being utilized and requested. Our stock of brochures appears to be more popular this year. We feel that this is due greatly to the redesign of our brochure. We have also made an aggressive push to distribute our brochure to a wider audience base in order to capture the attention of more travelers to Kentucky and the Appalachian region.

Our distribution has grown to include seven additional states in strategic locations that capture the greatest number of the traveling public.

Our brochures continue to be placed across Kentucky using AdRack brochure distribution system that targets 280 locations, including 10 rest areas.

We are now utilizing two additional brochure distribution services; Travel Information Services and Print Distribution Services, LLC. Travel Information Services (TIS) is the premiere marketing specialists in the Midwest, blending the power of the brochure with the internet. With their self-serve travel information centers in the metropolitan Midwest, millions of potential Midwest vacation planners can be reached. KAHT has opted to use TIS for two of their routes, Route 1 and Route 4. Route 1 includes I-75, I-69, US 10 Corridors, Birch Run, Saginaw, Midland & Flint (Michigan). TIS displays are at 6 Delphi Systems Plants, Dow Corning, Midland, and numerous GM Plants in Flint, Saginaw, and Swartz Creek. More than 1.6 million AAA-Michigan members have access to a TIS display at their local branch office. Route 1 includes over 18 major industrial plants and over 75 display sites. Route 4 is designed to reach travelers where they gas their car, eat and sleep including many high volume expressway sites. This includes Central and Northern Michigan and over 300 miles of expressway for over 70 display sites.

Print Distribution Services, LLC is a professional brochure distributor serving the travel and tourism industry since 1982. Based in Jonesborough, Tennessee, they operate nearly 500 brochure racks in northeast Tennessee, southwest Virginia, western North Carolina, eastern Kentucky and parts of West Virginia. Their solid wood racks are attractive, well maintained and frequently serviced. Locations include major hotels and tourist attractions as well as selected restaurants, banks, chambers of commerce and larger local businesses. They offer a quality image and an affordable means to get brochures into the hands of prospective customers.

KAHT has opted to use Print Distribution Service, LLC for three of their routes; Kentucky-Cumberland Gap/I-75, Tennessee/Virginia/West Virginia, and Virginia/Kentucky Mountains. The Kentucky-Cumberland Gap/I-75 route includes 84 racks located throughout Eastern Kentucky and follows I-75 into Knoxville, TN. This also includes location along the heavily traveled Hwy. 25E from Corbin, KY into Tennessee including Middlesboro and Cumberland Gap National Park. The Tennessee/Virginia/West Virginia route includes 173 racks located throughout the Tri-Cities, Tennessee and Virginia region. Additional coverage is provided along I-81 from Knoxville, TN to Wytheville, VA as well as on I-77 from Wytheville to Princeton and Bluefield, West Virginia.

The Virginia/Kentucky Mountains route includes 56 racks located throughout the coalfield counties of Southwest Virginia as well as parts of Kentucky and West Virginia.

Brochures are also being distributed through the Kentucky Artisan Center at Berea, local Convention & Visitors Bureaus, KAHT participants as well as numerous other tourism- related entities. We have also seen an increase in the requests from the Kentucky Artisan Center at Berea and the Welcome Centers across the state.

The state coordinator for the Welcome Centers has contacted KAHT to request additional boxes of brochures for distribution. If you need KAHT brochures, please call our office at 859-622-8439 or email Chris Cathers at chris.cathers@eku.edu with a mailing address and we will get them sent out to you.

Marketing

We have secured radio advertising spots on NPR radio through WEKU, the University's radio station. The radio station has a listening audience of 80,000 and comprises affluent, influential, highly educated, well-traveled, intellectually curious people who are intensely loyal to public radio.

More than 70% of public radio listeners say a business' support of public radio positively influences their decision to purchase that company's product or service.

The radio spots consist of underwriting daily programming during the peak driving and listening times. We are running a five week campaign through September and October to catch the attention of families and vacation travelers in the state.

The following underwriting text is being utilized for the radio spots:
"….brought to you by Eastern Kentucky University's Kentucky Artisan Heritage Trails, providing detailed driving tours and maps throughout eastern Kentucky. Trail routes offer artisan shops, historic sites, scenic views, music and festivals, regional cuisine and handmade crafts. More information at www.kaht.com"

We have also placed advertisements in the following publications: Hamburg Journal, South Sider Magazine, Chevy Chaser Magazine, Lexington Family Magazine, Kentucky Monthly, Kentucky Living, Ohio Magazine and Arts across Kentucky.

BACK