final 2015-2016 Marketing Plan - beaufortsc.org · Strategy #1: Continue the Integrated Marketing...

BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

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2015-2016MarketingPlanBeaufortRegionalChamberofCommerce

TourismDivision

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

Objectives/Strategies/Tactics/Metrics

Objective#1:Develop&ExecuteIntegratedMarketingPlan

Usingcurrentanalysisfrompreviouscampaigns,thetourismdivisionwilldeliveronanadvertisingcampaigndrawingmorevisitorsintothearea.Withafocusonincreasingeconomicimpactforthedestination,thecampaignswillbeaclearcalltoactionincorporatingpartnerparticipationtoincreaseourmarketparticipation.

Strategy#1:ContinuetheIntegratedMarketingPlanachievinggoalssetforthbytheTourismAdvisoryCommitteeThestrategyistoreachtravelersastheyareresearchingdestinationsfortheirvacations/get-awayplans.Theprimarygoalistogenerateleads,withanundertoneofbrandawareness,whichwillmostlybetakencareofwiththecreative.

GUIDINGPRINCIPLES:• Totaltransparency• LeanoncontinuedresearchtoconOirmthatourguestsbelievewhatwebelieve• InOluenceproductdevelopmentconsistentwiththebrand• Totalintegrationofallmarketingchannels,ensuringcrosspromotionofmessaging,

contentandthoseproducts/assets

THEGAMEPLAN:• Targetconversionsfrommarketingcampaigns(howthebrandgeneratesvisitation

andbookings)• Embraceallthingsdigital,maintainingacarefulblendoftraditionalandnewmedia• “BespeciOic”…byseason,interest,proOileandpointoforiginsegmentation• Create,maintainandupdateadynamicdatabaseofsignatureassets,calendars,

eventsandfacts• Achievemoreconversions…fromstrategicsocialmediatointeractive

communicationstools• Protectstrongholds(SpringandFallseasonandin-statesaturation),whileventuring

out(Summerseasonsandbroaderregionalappeal)• Developprivatesectorpartnerships

ChannelSaturation:• EARNED(publicity):

i) -AmplifyBeaufort’svoicebeyondimaginationii) -Expandthebrand’sstory

• OWNED(website,socialmedia,etc.):iii) -Claimourspaceiv) -Constantcommunicationv) -Clearinghouseforleadgenerationandcross-media

Enhancements

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

• PAID(paidadvertising):vi) -Balancedandpurposefulvii) -Targetedviii)–Trackable

EARNEDSTRATEGIES=PRSTRATEGIES:• LeveragemediarelationstogarnerattentionforBeaufort,S.C.(itshistory,attractions,

diningandaccommodations,andevents,etc.)• Fosteropencommunicationwitharearestaurants,hotelsandattractionstomaximize

efforts• Identifyorcreatenewsworthyeventsandcelebrations• MaximizeeffortsbykeepingtheSCPRTinformedanduptodateonBeaufortnews

PRTactics:Editorialcalendarresearch,Added-valueopportunitiesperpaidchannels,MediaHosting/FAMtrips/Desksides/Tours,SCPRTmediarelationsoutreach,Fieldorganicmediainquiriesandqualifyleads,SolicitinformationfromChambermembersOitformediadistribution;CommunicatemediahighlightsandPReffortstoChambermembers,Newsreleasedevelopment,distributionandfollowup

OWNEDSTRATEGIES=SOCIALMEDIA• Activelybuildandengageasocialmediafan/followerbase• Increasethenumberoffans,followersandviewers• Utilizesocialmediaasacustomerservicetool• UseSocialMediatoincreasetrafOictoBeaufort’swebsite• UseSocialMediatoacquiremoreopt-inemailaddresses

PAIDSTRATEGIES=COREOBJECTIVES• Balance…eveninthefaceofamassiveshifttodigital• CTAisthenewacronymfordestinations…inviteinteractioninallwedo• Don’tspreadtoothin.Claimafootprintandgrowit• Targetsthataretruetothebrand• EfOiciencyandmeasurability• Quantitative,qualitativeandconsumerinquiriesfromcurrentmarketingcampaignsand

researchcontinuetoprovidevaluableinsightintoourcurrentvisitorproOile.

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

• WecontinuetoupdatetheBeaufortRegionalChamberofCommercevisitordemandproOileofourdestinationinconjunctionwiththeUniversityofSouthCarolina–Beaufort.

Theanalysis(below)providedinsightintothemarketsthatmakeupourcorevisitor.

� Ourcoretargetaudienceremainsthatofmature,marriedcoupleswhosechildrendonotcurrentlyresideinthehome:

• Ages45+withacoreageof55-64

• Married

• College-educated

• Emptynesters

o Ofnote:USTravelIndustryreportsthatone-thirdofallleisuretravelersarenowgrandparents.

• Moderatetohighhouseholdincome($100K+)

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

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• Topfourdrivemarketstates:SouthCarolina,NorthCarolina,Georgia,andFlorida

o OurTop3Markets(cityMSA)allfallalongtheI-85stretchbetweenCharlotteandAtlanta(2012MSAVisitorDemandBeaufort,SC).Additionalstatesshowinginterestinourdestinationinclude:NewYork,VirginiaandPennsylvania.

Oursecondarytargetaudienceisthatofayoungersetwhomaytravelwithchildren,knowingthattheyarelikelytobooklongerstaysduringthesummer:

• Ages30-44• College-educated

• Moderatehouseholdincome

• Mayhavechildreninthehomeormaybeyounger,marriedcouples

o USTravelIndustryalsoreportsthateightoutof10leisuretravelerswilltakeatleastonetripeachyearwitheithertheirspouseoranotheradult,whilefamilytravelerstakeanaverageof4.5tripseachyear.

• Samedrivemarketstatesasmentionedabove

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

Psychographicdescriptorsofouraudiencecanbeexplainedbywayoftheirareasofinterest–drawingthemtoourdestination:• History• OutdoorActivities&Adventure• Culinary• Arts&Culture

Fortiming,ourprimarygoalsaretheSpringandFall,whilethesecondarytimeperiodwouldbeincreasingSummerbusiness.

Target• Women35+• Geo:SC,NC,PA,NY,DC,MD,GA,FL,andeasternTN.

o Highlytargetingthefollowingmetros:Atlanta,Charlotte

Print

HearstWomen’sTravelGroup(CountryLiving,GoodHousekeeping,Woman’sDay),circ:3,611,468

• One-sixthpage4-coloradintheOctober2015issuesofCountryLiving,GoodHousekeeping,&Woman’sDay

OprahMagazine,Easterncirc:700,000• One-sixthpage4-coloradintheMay2016Issue• AddedValueincludesVacationFun.comlistingandhyperlink,lead

generation,and“eZine”listing

SouthernLiving,Easterncirc:980,000• One-sixthpage4-coloradinMarch2016Issue• AddedValueincludesSouthernLivingVacations.commonthlybonus

adwithhyperlinkand.pdfofpromotionalmaterialsaswellasreaderresponseservice

SCOfXicialVacationGuide2016,circ:400,000• One-quarterpage4-coloradin2016edition• Addedvalueincludesonlineleads

CarolinaLivingHotCarolinaDestinationsPrint&OnlinePackage,circ:500,000• One-thirdpage4-coloradinCarolinaLivingGuideOctober2015

andApril2016Issues• AddedValueincludesCityHighlightJumboBannerProgram(12

months),leadgeneration

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

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Online

TripAdvisor• Beaufort,SCDestinationPageSponsorship,contentownershipwithlinksfor

1year• DisplayadsonTripAdvisorincludingRetargetedoffBeaufortwebsiteROS

banners,Charleston,Beaufort,Savannah,andHiltonHeadDestinationContent,CoastalNCandCoastalSCcontent,SCDestinationContent,andNCandSCMobilecontent,300x250,728x90,300x600bannersinFall2015andSpring2016,totalimpressions1,447,166

• AudienceExtensionDisplayadsandvideoadsretargetedoffTripAdvisorCoastalNCandSCcontent,geographicallyanddemographicallytargeted,300x250and728x90bannersinFall2015andSpring2016,totalimpressions996,668

• AddedValueincludesROSbonusimpressions

TravelSpikeTravelAdNetwork• LeadGenerationProgram(CPL):Targeted300x250,728x90,160x600displayadbanners,

textlinks,andemailsthroughtravelplatform,totalleads4,219

CarolinaLiving“CompasseNews”eblast• August2015andMarch2016monthlypersonalizedemailsentto25,000prospects

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

InterfuseMedia• Displayadsbehaviorally,demographically,andgeographicallytargeted,

160x600,728x90,300x250,and300x600bannersinFall2015andSpring2016,totalimpressions2,100,000

• Pre-rollvideoadsbehaviorally,demographically,andgeographicallytargeted,:15or:30secondvideoadsinFall2015andSpring2016,totalimpressions1,200,000

• LeadGenerationcampaigndemographicallyandgeographicallytargeted,Fall2015andSpring2016,totalleads6,000

STS/MaddenDigitalStorytellingCo-op• Creativedevelopmentandexecutionof1Beaufortdestinationarticleand

1,500clickspromotedthroughanexclusivenetworkofpremiumnewsandlifestylewebsites,geo-targeted,andpromotedthroughFacebook,Twitter,SEM,andemailblastsforleadgenerationcapturedthroughDiscoverSoutheast.comanddeliveredtoeachpartner

PPC• SearchEngineMarketinggeographically,demographicallyandbehaviorally targetedand

retargeted

BillboardI-95 exit 38Hwy 17 Jacksonboro

*Note:Theabove-mentionedtacticsmaywarrantslightadjustmentsfollowingresultsofthespringcampaigncurrentlyunder-way.Shouldperformanceofthenationalandregionalprintpublicationsnotbesatisfactory,wemayconsideralternateoptions

Objective#2:ConductResearchStrategy#1:IdentifyandsecureresearchsourcesContinuetopromoteandexpandresearchtofestivalsandevents.Wedesiretofocusoureffortsonexpandingparticipationtoconductresearchatthefestivals/events/attractions.

Timing:OngoingthroughouttheyearSuccessmetrics:Secureatleasttwoadditionalfestivals/eventsin2015-2016topartnerwithaneducationalinstitutiontoconductresearch.

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

Strategy#2:BaselineVisitorProXileDataTheexistingdatabaseisaderivativefromourleadsprograms,aswellasouremail/e-newsletteropt-inform.

Timing:Ongoing–attheendofeachquarterSuccessmetrics:Gainabetterunderstandingtonarrowouradvertising/marketingfocusforbudgetefOiciencyandeffectiveness.

Strategy#3:BaselineVisitorIndustryDataPromotingandencouragingallaccommodationspartnerstoparticipateintheSmithTravelResearch(STR)reportisessentialtoaccessingthefullscopeofvisitortravelintoourarea.Todate13outof24totalpropertiesaresharingtheirdatawithSTR.BRCOCwillalsoworkwithourvacationrentalproperties/VRBOstodevelopareportingplanandmechanismtodeliverthemostaccuratepictureofourdiversetravelmarket.

Timing:Ongoing–TocontinuethroughFY16Successmetrics:Finalizesign-up/registrationforremaining19propertieswithSTRreceivemonthlyreportingfrom14lodgingproperties

Strategy#4: Conversion AnalysisTo ensure we continue showing value to the tourism industry, we will partner to deliver a comprehensive conversion study to determine which markets continue to deliver/respond to marketing campaign.

Timing: Begin Spring 2016 Start based on funding

Strategy#5:CulturalHeritageTourismAnalysisCountywideinitiative,toincludeexistingculturalheritageproductaswellasundevelopedopportunities,thatsynchronizesthemarketingeffortsofBeaufortCounty’svastheritagesites,events,andfestivals.

Timing:FY2015-2016asdirectedbyUSCB,BeaufortCounty,andDMOsSuccessmetrics:Completedsurveywithreportanalysispresentedtothepublicviawebsite.Basedonfunding

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

Objective#3:SustainStakeholderRelationships/Partnerships

Strategy#1:ExpandCo-opMarketingOpportunitiesCo-opmarketingopportunitiesallowforanextensionofmarketingdollarsandbudgetthroughnegotiatedadvertisingrates,whichrepresentsigniOicantsavings.

Timing:BeginofAdvertisingCampaign/Ongoing

Strategy#2:AnnualTourismStakeholder“Summit”

Timing:Summer0f2015

Strategy#3:Enhance&IncorporateMarketingplanforPortRoyalIt’simportanttoensuresuccessfulpartnershipswithPortRoyalastheyarealsowithinourDMO.ThedevelopmentoftheirownpersonalbrandidentitywillallowustospeciOicallyworkwiththemtodevelopaneffectivepublicrelationsstrategytobetterpositionthetowntopotentialvisitors.

Timing:Fall2015-Spring2016Successmetrics:Publicityobtainfromoutreachtotraditional/non-traditionalmediaoutlets.

Objective#4:InXluenceProductDevelopmentConsistentWithBrand

Strategy#1:ServeasaLiaisonbetweentheFestivals/EventsandLodgingPartnersThevariousfestivals/eventstakingplaceeveryyearinourarea,isofsigniOicantopportunityfortheBRCOCtodeveloppackagesthatcanassistintheincreaseofovernightstays.CommunicationwithfestivalsreceivingATAXfundingwillimpactwhichonesaretargetedOirstforthesepartnerships.

Timing:TobeginduringLodgingPartnersRoundtableSuccessmetrics:Stakeholderparticipationandoverallcoordination.

Strategy#2:ManageContentonTravelSitesFeaturingItisacommonandhealthypracticetoensuredestinationinformationisbeingcommunicatedaccurately.

Timing:ongoingSuccessmetrics:Compilelist&ensureaccurateinformationonallpartnersitesCost:Time

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

Strategy#3:GrowTourismDevelopmentProjects(Marketing–Planning&Execution)TourismdevelopmentrequestcontinuetoriseinandaroundourareawithmoreandmoreofthesenothavingadirecttieinwiththeoverallmarketingdirectionfortheareasetforthbytheDMO.

Timing:ongoing

Objective#5:IncreaseGroupTravel

Whileweknowgrouptravelisanimportantpartofourdestinationandourannualrevenue,it’simportantthatwequalifytheextentthatholdstrue.TheDMOneedstoleadamoreconcertedeffortinquantifyingthearea’sgroupmarketbutalsoqualifyingthosesegmentstodeterminewhichareadvantageousforustopursue.

Strategy#1: Develop Sales/Meetings Planning Guide Produce an online guide for meeting planners to utilize while looking to host their next event in Beaufort, Port Royal, and Sea Islands. It will be available in a PDF for easy downloading and printing capabilities.

Timing: Spring 2016

Strategy#2:AttendIndustryTradeshows/SalesMissionsWhetheritisaface-to-facesalespitchatABAMarketplaceorathreecitysalesmission,wehavetobewherepotentialgroupbusinessdoestheirbusiness.Withtherecommendationsfromareaproperties,wewilldevelopalistofevents,tradeshows,andmissionsthatwewilltargetinthenextyear.

Timing:Spring2016Successmetrics:Compilelistofevents,tradeshows,andmissions;determinebudgetandpartners;andattendtheeventsprovidingleadstothosewhopartnerforthatevent.

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

ResearchanddatarelatedtoBeaufort/NorthernBeaufortCounty

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BeaufortRegionalChamberofCommerce–TourismDivision|Marke<ngPlan2015-2016

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