2018 Destination Marketing, Sales & Services Plangreen-bay.s3.amazonaws.com/digital_files/2/2018... · AirBNB, VRBO, HomeAway, etc. have become major players in overnight accommodations

2018 Destination Marketing,

Sales & Services Plan

1901 S Oneida Street, Green Bay, WI 54304

www.greenbay.com - [email protected]

920-494-9507

Plan Outline

http://www.greenbay.com/

mailto:[email protected]

Three Year Strategic Destination Direction .

Destination and DMO 2025 Visions

DMO Mission, Strategic Focus and Goals

Current Tourism Situation .

National and State of Wisconsin Travel Trends and Implications

Destination Challenges and Priority Initiatives

Critical Factors for Continued Greater Green Bay Tourism Growth and DMO Success

Destination Marketing, Sales and Services .

Goal

Target Markets

Marketing Communications Support Action Plan

Agriculture

Association, Corporate, Government, Religious & SMERF Meetings

Tribal/Native American

Sports Events

Group Tours

Outdoor Recreation Leisure Travel

Arts and Cultural Heritage Leisure Travel

Culinary Leisure Travel

Leisure Travel

Green Bay Packers Fans

Visiting Friends and Relatives and Pass-Thru Travel Action Plan

Destination Development .

Goal

Target Projects

Development Action Plan

DMO Community Relations .

Goal

Target Audiences

Community Relations Action Plan

DMO Finance and Administration .

Goal

Target Audiences

Funding/Administration Action Plan

2018 DMO Budget Allocation .

Three Year Strategic Destination Direction

The enclosed 2018 Destination Marketing, Sales & Services Plan for Greater

Green Bay is aligned to the strategic direction and priority initiatives identified in

the 2017–2019 Greater Green Bay Strategic Destination Plan with advice

received from more than 75 community/visitor industry leaders and Greater

Green Bay CVB board, management and staff. This plan details the annual

program of work based on the agreed-to destination and destination marketing

organization (DMO) visions, mission and long-term goals.

A summary of the agreed-to strategic direction follows.

Destination and DMO 2025 Visions

Greater Green Bay, with its legendary professional football team and unique

waterfront communities, is a year-round and family friendly visitor destination

offering diverse entertainment areas and attractions centered on conventions,

sports and special events, arts and cultural heritage and recreational travel.

The Greater Green Bay Convention & Visitors Bureau is the recognized

destination leader in the development and marketing of the Greater Green Bay

brand.

DMO Mission and Strategic Goals

The Greater Green Bay Convention & Visitors Bureau is the regional destination

marketing organization committed to improving the visitor experience and

increasing the economic impact of tourism to its communities in order to

enhance the quality of life for all residents.

Destination Marketing, Sales and Services

To market, promote and service the Greater Green Bay destination and partners

through strategies enhancing the awareness and conversion in all targeted

markets.

Destination Development

To be a supporter and facilitator of industry and infrastructure product for the

proper development of the destination experience.

DMO Community Relations

To communicate the benefits of tourism and the value of the Greater Green Bay

CVB to community stakeholders.

DMO Finance and Administration

To be a financially viable, accountable and partner-based organization with a

professional staff.

Current Tourism Situation

Various economic and travel trends will affect the marketing direction and

performance of the Greater Green Bay CVB. Thirteen major national and state

travel trends have been identified with implications for Greater Green Bay

destination marketing and sales strategies and programs. From the strategic

destination planning undertaken, six key prioritized challenges have also been

determined along with 17 priority initiatives to be enacted over three years.

National and State of Wisconsin Travel Trends and Implications

Trend Implications

1. More resourceful and sophisticated leisure

traveler – leisure travel expected to grow

2.0% in 2018

Increased amount of web-driven

decision makers – mobile being used

more regularly – must be mobile friendly

Further decisions based on discounts

and value-added benefits

2. Shared Economy (Lodging Marketplaces)

has become a major change agent in how

people travel

AirBNB, VRBO, HomeAway, etc. have

become major players in overnight

accommodations creating safety and

room tax issues – Wisconsin now requires

that all homes follow state law and

local ordinances, including inspections

and paying taxes

Continuing to grow into new areas such

as food services, special experiences,

guide services, etc.

3. WACVB and Wisconsin Department of

Tourism Development now working

collaboratively in sports and

meetings/convention markets

Additional marketing increasing the

awareness of Wisconsin as a destination

Increasing competition from cities

throughout Wisconsin that were not

previously in these markets

New opportunities to partner and

collaborate

4. Enhanced experience-based leisure travel

with top focus on VFR and family trips

Highlighting of family and peer group

vacation activities

More emphasis on emotionally-laden

experiential travel stories

5. Increased use of integrated content and

social media as a trusted information

Social media is a major travel influencer

of vacation choices

Trend Implications

source, high level of trust in information

from local tourism office Large social media presence on

destination websites

6. Video is becoming a preferred social

communication tool

Many social media site algorithms prefer

video content and profiles that make

use of video will rank higher and reach

a larger audience

High visual content that has a high

emotional impact while telling the

community story is more effective

7. Stronger participation in outdoor activities

(river/lake, camping, hiking, biking, etc.)

New outdoor story opportunities

development – adventure park, trail

system, etc.

Increased outdoor recreation and

adventure travel promotions

8. International travel is expected to slow

(1.9%) after strong growth the past few

years – the “Trump Slump” is expected to

see declines in growth of US Travel from

Europe, Mexico and Canada

Build off from Wisconsin Department of

Tourism Development and Great Lakes

sales and marketing efforts

Partner with Oneida Nation, Green Bay

Packers and Door County

9. More attention to mobile “smart phone”

marketing

Increased amount of mobile-driven

decision makers

More travel information received

and/or booked through mobile devices

10. Business travel to grow 1.1% in 2018 Continue to promote and service both

meetings and individual corporate

business travel with hotel partners

Opportunity to meet the needs of the

combined business-leisure travel market

11. Increased marketing partnership with

Wisconsin Department of Tourism Take advantage of the State’s

partnership/sponsorship with the

Packers and support of WI golf

(LPGA)

Ongoing visitor-friendly, linked and

accountable destination website

development

12. Stabilized gasoline prices, aging population

and Wisconsin destination appeal

Further marketing in-state and to

adjacent states/origin city markets

Baby Boomer and identified age cohort

higher discretionary income marketing

focus

Trend Implications

13. Weaponization of travel Need to be prepared to react to

attempts to “ban travel” due to news or

business-related activities beyond travel

industries control

Maintain adequate reserve cash to

provide flexibility to support marketing

campaigns to counteract negative

attention.

Sources: 2017 Portrait of American Travelers, Destination Analysts Inc. July 2017

The State of the American Traveler, US Travel Forecast, Destinations

International and Wisconsin Department of Tourism various research

reports.

Destination Challenges

1. To design marketing strategies that embrace new technologies that reach

out to specific target markets using the budget available.

2. To educate the general public, local leaders and state officials about the

importance of tourism.

3. To determine the best way to work with the shared economy (AirBNB, UBER,

etc.)

4. To agree on a consistent Greater Green Bay community/destination brand.

5. To decide how the DMO participates in and supports new visitor product

development.

6. To determine the funding sources and raise the needed funds to build the

community an official Greater Green Bay visitor center.

7. To continue to find additional and stable funding sources for DMO activities.

Key Initiatives 2017 2018 2019

Destination Marketing, Sales and Services

Continued investment in website, social media and database

marketing programming

Execution of a targeted destination marketing and sales plan

Agreement on a consistent community/destination and allied

DMO brand identity, positioning and messaging using new

development (Titletown District, Uptown District, etc.)

Local convention leads programming expansion

Development of new meetings and sports websites

Implementation of a multiyear visitor market research program


Increased local media tourism programming

Proactive stakeholders communications plan – Tourism Talk

DMO annual report


Tourism product development master plan setup

Well-located Greater Green Bay Visitor Center development

Secure funding for Greater Green Bay Visitor Center

Grow Greater Green Bay branded Tourism Insider Program (sales

and service training program)

Work with Attractions to develop “Experiences”*

Develop Group Market website content*


Funding alternatives strategy development

DMO performance measurement scorecard compilation

DMO international accreditation compliance

Not-for-profit 501(c)3 organization

Completed In Process Not Completed * Added Imitative

2018 Destination Marketing, Sales & Services Plan 1

Greater Green Bay Convention & Visitors Bureau .

Critical Factors for Greater Green Bay Tourism and DMO Continued Success

Strong and engaged Board of

Directors and executive leadership

Creative and entrepreneurial

professional staff

Focus on targeted

convention/meeting business,

including KI Convention Center

expansion & renovated Radisson

Conference Center space

Focus on sports event market

Focus on marketing technology

capabilities (digital, social, targeted)

Focus on specialized niche leisure

markets

Development of state-of-the-art visitor

education center

Communications with tourism partners

and other stakeholders

Strong relationship with the Wisconsin

Department of Tourism

Adherence to achievable and

accountable DMO program returns

and reporting

Full implementation of an agreed-to

strategic destination plan

Diversified destination marketing

funding options

Development of cruise ship visits

Destination Marketing and Sales

The annual focus of the Greater Green Bay CVB in this strategic goal attainment is to

drive more visitors to Greater Green Bay and partnering communities through an overall

destination marketing communications support effort and a twelve target market

strategy approach. The key marketing support and targeted sales/services strategies

with action plans follow.

Goal

To increase the awareness of the Greater Green Bay visitor experience by target market

through effective sales and marketing strategies.

Target Markets

Agriculture

Association, Corporate, Government, Religious & SMERF Meetings/Conventions

International

Sports Events




Group Tours


Golf Enthusiasts


Culinary Leisure Travel

Leisure Travel


Visiting Friends and Relatives and Pass-Thru Leisure Travel

Marketing Communications Support

The specific activity support to the overall Greater Green Bay destination marketing effort

is detailed as follows.

Marketing Communications Support Action Plan

Action Plan

2018

Q1 Q2 Q3 Q4

Implementation of annual destination marketing, sales and services plan

Execution of target market/audience strategies and action plans

Development of online special interest/niche travel itineraries

Implementation of integrated promotional campaigns to top drive-in

markets

Utilization of destination/Greater Green Bay brand platform including key

messaging

Ongoing promotional collateral user needs assessment

Market destination website with social media and online tools

Effective use of opt-in electronic newsletters for all marketing channels

Continued targeted database development and related e-

communications using iDSS software - Cyclone



Development of effective visitor guide and map as marketing, sales and

services collateral piece

Grow distribution routes for Visitor Guide in Wisconsin and N. Illinois

Continue to develop and grow a successful travel journalist strategy

that generates earned media to market Greater Green Bay brand

Use Discover Wisconsin partnership to market through all available

DW channels

Market Calendar of Events through all channels

Measurable Objectives

Promotional/advertising inquiry response rates

Website statistical analysis

Increased social media numbers

Email database reaches 130,000 leisure traveler contacts

Earned media article and advertising equivalent totals



Agriculture

Greater Green Bay CVB will deploy the following detailed strategy and activities for this

targeted market segment.

Positioning

Brown County and Kewaunee County have dairy farms that are available for touring

Brown County and Kewaunee County have wineries/vineyards that are available for

touring

Area cheese factories and stores provide an excellent product and can also provide

an educational component for tour groups, travel writers and individual travelers

Many restaurants now offer “farm-to-table” experiences

Messaging

Wisconsin is branded as “America’s Dairyland” or the “Dairy State” and has a

longstanding image as a dairy producing state

Greater Green Bay can provide several experiential opportunities

Proximity to town centers makes it easy to enjoy both rural agriculture and city

amenities

Oneida Nation – Buffalo and Tsyunhehkw Certified Organic Farm

Great products (“award-winning wines and cheese”, etc.)

Farmers Markets feature many locally grown products

The Cannery offers Public Market and “farm-to-table” educational and dining

opportunity

2018

Action Plan Q1 Q2 Q3 Q4

Marketing Activities

Agritourism itinerary for the motorcoach tour market

Use social media tools to promote farmers markets, farm-to-table

opportunities

Sales Activities



Telemarketing and direct sales to convention and group travel

markets

Membership in Circle Wisconsin

Membership in Wisconsin Agricultural Tourism Association

Membership in MPI and ASAE

Develop new tradeshow material and attend show(s) attended by

agricultural market planners

Promote opportunities to agritourism group leaders at the 2018 BiG

Conference and Agritourism Summit

Evaluate potential agritourism tradeshows

Services Activities

Provide all CVB services as outlined in the CVB Services Directory


Included in total leads and potential leads goals

Included in total event services goals



Association, Corporate, Government, Religious & SMERF Meetings

The Greater Green Bay CVB will deploy the following detailed strategy and activities for

this targeted market segment.

Positioning

KI Convention Center provides first-class, convention and meeting space

Addition of four star hotel accommodations opens new opportunities

Development of new Titletown District – Bellin Health Sports Medicine & Orthopedics

Clinic opens opportunities to pursue new markets in sports medicine

Unique meeting venues such as Lambeau Field, National Railroad Museum, Green Bay

Botanical Gardens, Automobile Gallery, etc.

National headquarters for a number of companies.

Greater Green Bay Chamber partnership provides opportunities to “backyard” market

to local businesses and to work with economic development professionals to pursue

new markets

St. Norbert Abbey, St. Francis Xavier Cathedral and National Shrine of Our Lady of

Good Help

Medical community is a major sector of local economy – four major hospitals and

Veterans Administration Clinic – Medical College of Wisconsin and Bellin College

Several higher learning institutions including the University of Wisconsin – Green Bay,

St. Norbert College and Northeast Wisconsin Technical College

Located near two maritime museums and four shipbuilders

Airport accessibility for attendees and speakers

Easy highway access for attendees and speakers after completion of I-41 construction

project

Strong community name recognition

Hotel variety (a number offer government rates)

Messaging

Convention center has riverfront and city views



Connected overflow hotels – variety of lodging options within walking distance of the

KI Convention Center

Unique meeting venues, including Resch Center for large group events, including

development of new exhibition center

Additional four-star property being developed – Hotel Northland

Considerable new development at attractions and venues throughout Greater Green

Bay

Due to Green Bay Packers, known destination that is desirable and will help to drive

attendance at event

Supportive and accessible local government

Only Vatican-designated Marian Shrine in the United States now recognized as a

National Shrine

Home to four major hospitals, a veterans administration clinic and several medical

schools

Hub for higher education with several colleges and nearly 50,000 students

Tremendous maritime history with museums and shipbuilding – great place for military

reunions

Affordable and safe, easy parking

Easily accessible via Green Bay International Airport and outstanding interstate

highway system

CVB offers complimentary services

Variety of extra-curricular activities available in area

2018


Marketing

Targeted online advertising for meetingreenbay.com

Social media targeted ads to planners

Targeted print advertising

Direct mail – niche markets



Meeting planner e-newsletter

Market KI Convention Center website

WSAE Sponsorship

Maintain relationships with meetings publication editors and writers

Sales

Research, develop and distribute convention and meetings leads to

hotels and meetings venues

Tradeshows – Helms Brisco ABC Conference, Connect

Marketplace, PCMA, Small Market Meetings, IMEX, IBTM,

Connect Faith, Destination Showcase, ASAE, Military Reunion

Tradeshow, Holiday Showcase

Tradeshow sponsorships – partner with the Wisconsin Department of

Tourism – WACVB

Develop cross-promotional partnership with the South Bend, Indiana

CVB and hold an promotional event

Partner with PMI to pursue large religious conferences/events for

Resch Center or the Brown County Arena

Develop relationships with third-party meeting planners by attending

Helms Briscoe conference and Connect

Sales calls – Madison, Milwaukee and Chicago

Sponsor and attend Association Forum Chicago events to gain

visibility and develop a rapport with Chicago planners

Maintain and participate in industry related memberships: Circle

Wisconsin, MPI, WSAE, Helms Brisco, CVENT, MPI Chicago, Small

Market Meetings, Association Forum

Research, develop and distribute group tour leads to hotels,

attractions and restaurants

Partner and work with attractions and DMOs located on the

Wisconsin Religious Trail to develop itineraries and marketing

messages

Services

Provide all CVB services as outlined in the CVB Convention Services

Directory



Provide CVB Services to group tour planners to aid in booking tour

groups into the Greater Green Bay market

Brochure Distribution


Click through rate on all web ads and e-newsletters

Stories written about the Green Bay meetings products and services

Total leads generated and potential room nights

Total event services provided



International



Positioning

Oneida Nation - tribe with long-standing history and a great tourism product

Green Bay Packers provide international recognition as a destination

Wisconsin is positioned between two international gateway airports (Chicago and

Minneapolis/Saint Paul)

Great Lakes region is internationally recognized by travel professionals and travelers

Messaging

Native American cultural and heritage that can be experienced by visitors

Home of Green Bay Packers and Lambeau Field with numerous area attractions that

can be enjoyed by visitors

Easily accessible through Midwestern gateway airports

Friendly people of the Midwest – heart of America

2018


Marketing

Advertise with the Wisconsin Department of Tourism in the Brand

USA publication, Inspiration Guide

Market Greater Green Bay with a “City” page on Discover

America’s international website through co-op with the

Wisconsin Department of Tourism

Participate in FAM Tour opportunities offered by the Wisconsin

Department of Tourism and/or Great Lakes USA

Interact with international market through social media (i.e. UK

Packers Fans, etc.)

Work with international journalists to generate stories on Greater

Green Bay in international publications



Sales

Attend IMEX tradeshow (incentive, meetings, events and exhibitions)

Attend IPW convention (International PowWow)

Attend Holiday Showcase – co-op with the Radisson

Create international sales materials for tradeshows

Services

Provide all CVB services as outlined in the CVB Services Directory in

international meetings, events and exhibitions

Provide CVB services to receptive tour operators as well as

international tour operators


Stories written by journalists

Leads sent to members

Room nights generated by receptive operators



Sports Events



Positioning

Strong sports-friendly image of community by sports event planners throughout the

United States and world-wide recognition of “Green Bay” brand of Packers

Great local organizers and facilities

Seven park and recreation departments in metro area

Availability of college and high school athletic fields, floors and facilities

Availability of quality ice sheets including an Olympic sized ice sheet

Olympic training center for US Curling

Green Bay Metro Boat Launch

Quality fisheries

Green Bay Brown County Professional Football Stadium District support

Wisconsin Department of Tourism Ready, Set, Go! Grants

Development of new exhibition center will provide opportunities for indoor sports

events that our market could not accommodate previously

Messaging

Sports group - friendly hotels (understand how elimination tournaments work)

High quality facilities with great local organizers

Airport accessibility for athletes, families and fans

Easy highway access for athletes, families and fans

“Big fish in a little pond”

Affordable

Due to Green Bay Packers, known destination that is desirable and will help to drive

attendance at event



Have hosted very successful major events for the NFL, NCAA and USOC

Affordable and safe, easy parking

Complimentary services

Online housing

2018


Marketing

Social media targeted ads to sports event rights holders

Promote sportsingreenbay.com

Target marketing (direct mail promoting sportsingreenbay.com)

Targeted email promoting website

Sales

Research, develop and distribute sports leads to hotels and sports

facilities

Maintain and participate in industry related memberships to mix with

sports planners

Tradeshows – NASC, S.P.O.R.T.S., TEAMS

Sales mission to Colorado Springs to call on USOC governing bodies

Grow regional partnership with Fox Cities CVB

Actively participate in Sports Wisconsin activities and support the

work of the committee

Services

Provide CVB services for: WIAA Girls Volleyball and Basketball,

Great Northwest Basketball League, Green Bay Cellcom

Marathon, Wisconsin State Women’s Bowling Tournament, Bellin

Elite Football Combine, USA Hockey Tier 2 Boys 18 & Under

Tournament, WAMO Dart Tournament and Midwest Women’s

Bowling Tournament




Stories written by journalists that include Greater Green Bay sports events and facilities

Completion of direct mail piece

Total leads generated and potential room nights

Total event services provided






Positioning

Oneida Nation - tribe with long-standing history

Multiple attractions and events (tours, museum, orchard, organic farm, buffalo

farm, etc.)

Completion of the Oneida Longhouse provides another great attraction for tour

groups and individuals

Oneida Nation Tourism Department and hotel Sales Department

Progressive

Expanded casino

Hotel/conference center

Reservation tours

Messaging

Rich cultural heritage

Tourism focused with support staff and services

Meeting and conference space

Motor coach/group friendly

Casino and other attractions

2018


Marketing

Public relations - travel journalists and travel agent familiarization

tours

Visitors Guide feature

Motorcoach guide feature



Promote events in social media

Promote in e-newsletters

Sales

Research, develop and distribute convention and meetings leads to

hotels and meetings venues

Maintain and participate in industry related memberships to mix with

planners

Tradeshows – Partner with the Radisson on meetings tradeshows

and with Oneida Tourism on leisure shows and IPW



Services

Work with Oneida tourism staff to host a familiarization tour for Circle

Wisconsin

Provide all CVB services as outlined in the CVB Services Directory

Provide CVB services to group tour planners to aid in their booking

tour groups into the Greater Green Bay & Lakeshore market

Brochure Distribution


Stories written by journalists that include the Oneida Nation and its attractions

(included in overall stories written goal)

Click through rate on all e-newsletters

Stories written about the Oneida Nation

Total leads generated and potential room nights (included in total goal)

Total event services provided (included in total goal)

Total group tour leads generated (included in total goal)

Total group tours serviced (included in total goal)



Group Tours



Positioning

Wide variety of tour group friendly attractions, restaurants and hotels

Affordable

Airport accessibility for air tours

Easy highway access from south, west and north

Proximity to Door County

Shrine of Our Lady of Good Help

Packers name recognition

Nature Connects special event at the Green Bay Botanical Garden during the summer

of 2018

Creation of new experiential product at attractions

Messaging

Wide variety of tour group friendly attractions, restaurants and hotels

CVB concierge services

New itineraries, new activities and experiences and new theater events

2018


Marketing

Print advertising when opportunities arise throughout the year

Design and print group tour sales sheet

Social Media targeted ads to group tour planners

Rebuild tour information on greenbay.com

Experience-building Initiative



Sales



Participate in the 5th Annual Circle Wisconsin Midwest

Marketplace and sponsorship of the post-marketplace

familiarization tour to Green Bay

Tradeshows – BiG (Boomers in Groups), American Bus Association,

National Tour Association, Midwest Marketplace

Develop additional itineraries focusing on new activities and

experiential tourism

Distribute motor coach/group tour guide

Develop and grow partnership with C&M Presents (local receptive

tour operator)

Maintain Circle Wisconsin membership and actively participate

in organization’s activities

Services

Provide complimentary itinerary planning assistance to tour

operators

Work with Oneida Tourism to host familiarization tour for Circle

Wisconsin

Provide complimentary promotional items as arrival gifts

Offer tour guide services for local and Algoma tours


Develop 8 new “experiences” for Greater Green Bay

Stories written by journalists that include Greater Green Bay group tour opportunities

Response rate from Direct Mail piece

Total leads generated

Total group tours serviced






Marketing Strategy Direction, Positioning and Key Messages

Market and Product Development Strategy

Positioning

Four season outdoor recreation, sports and events destination

Cabela’s is a magnet for the outdoor enthusiast

Brown County Adventure Park

Outstanding waterways – Bay of Green Bay, Fox River, Lake Michigan

Variety of water related activities – new Fox River Tours cruises, kayaking on the Fox,

fishing (including charter), boating, water sports, beach, etc.

De Pere Riverwalk/Green Bay CityDeck

Wildlife activities – birding, NEW Zoo, Bay Beach Wildlife Sanctuary, Barkhausen

Waterfowl Preserve

Outstanding trail system

Biking

Segway tours

Messaging

Four season outdoor destination- “Experience four seasons”

Waterways and trails

Family outdoor recreation

Boating opportunities (including great “dock and dine” options) – full service marina

Affordable and easily accessible

Excellent golf courses with readily available tee times



2018


Marketing

Niche marketing to targeted audiences

Public relations/photography

Feature outdoor and recreational opportunities in Visitor Guide

Promote outdoor and recreational opportunities on

greenbay.com and in blog posts

Include special events and attractions in printed Calendar of

Events

Provide the Department of Tourism with updated information for

their Fall Color Report

Pursue targeted travel writers

Obtain photography that may be used by travel writers

Sales

Promotion by sales and motorcoach group sales teams

Actively participate in Harbor Towns partnership

Develop additional itineraries focusing on new activities and

experiential tourism

Partner with Brown County Parks and Recreation Department and

municipal parks and recreation departments to develop and

promote opportunities for visitors

Services

Brochure distribution


Stories written by travel writers that include Greater Green Bay outdoor opportunities

Brochures distributed

Inquires received from integrated advertising program



Golf Enthusiasts



Marketing Strategy Direction, Positioning and Key Messages

Market and Product Development Strategy

Positioning

Hosting Oneida LPGA Classic Golf Tournament July 2-8, 2018

14 area golf courses providing many different golfing experiences

Seasonal activity in three quarters

Close to Internationally known Kohler courses

Messaging

Hosting Oneida LPGA Classic Golf Tournament July 2-8, 2018

Thornberry Creek at Oneida is the official golf course of the Green Bay Packers

14 area golf courses many of which offer special packages

Close to Internationally known Kohler courses

Excellent golf courses with readily available tee times

2018


Marketing

Social media promotions for event encouraging visitorship and

providing area info for attendees

Include in CVB publications (visitor guide, calendar of events,

etc.)

Generate national exposure through LPGA event signage

(caddie bibs, tee fence signage, etc.)

Generate national exposure through LPGA event website with

link to greenbay.com



Distribute event information to all media outlets and travel

publication editors and journalists

Sales

Meeting planner familiarization tour in collaboration with the

Radisson Hotel & Conference Center and Thornberry Creek

Promote LPGA Thornberry Creek Classic at all sports tradeshows and

sports sales trips

Promote LPGA Thornberry Creek Classic at IPW

Promote LPGA Thornberry Creek Classic at all group tour shows

Services

Provide LPGA Classic on-site visitor information and

services/assistance throughout event


Stories written by travel writers that include Greater Green Bay golf courses








Positioning

Thriving Arts Community that includes – theater, music and visual

Variety of Museums – Neville Public Museum, National Railroad Museum, Heritage Hill

State Historical Park, Oneida Nation Museum, Green Bay Packers Hall of Fame,

Hazelwood Historic House and numerous other small museums

Rich History – oldest permanent settlement in Wisconsin (one of oldest in America)

Neville Museum’s permanent exhibit on history of Greater Green Bay being rebuilt

Concerts and events – from major touring events to local bands in parks numerous

opportunities exist to enjoy live music such as Fridays on the Fox, Botanical Garden,

Heritage Hill, etc.,

Galleries – Gallery Nights – Artstreet – Artigras

Festivals – Oneida Nation PowWow, Hmong

Messaging

Large variety of offerings and costs from great museums to relaxed free concerts in our

parks

2018 is the 40th Anniversary of Heritage Hill

Pulaski Polka Days celebrates Polish heritage

Artstreet- large juried art fair

Resch Center- one of three venues for national acts in Wisconsin

2018


Marketing

Feature area arts and cultural heritage opportunities in the annual

Visitor Guide

Targeted group tour promotions of heritage experiences



E-newsletter to leisure opt-in email list

Promote arts and cultural heritage opportunities on

greenbay.com and in blog posts

Include in summer Attractions Brochure

Feature opportunities for visitors to enjoy arts and cultural heritage

events in the printed and online Calendar of Events


Obtain photography that may be used by travel writers

Sales

Promote and sell using the Mobile Visitor Center at festivals and

events

Promotion by sales and motor coach teams

Develop itineraries focusing on new activities and experiential

tourism that connect with arts and cultural heritage

Include arts and cultural heritage organizations and attractions

in CVB Attraction Meetings

Services

Plan and execute Attraction Showcase to promote opportunities

available to visitors and residents

Include in brochure distribution system


Stories written by travel writers that include Greater Green Bay arts and cultural

heritage opportunities





Culinary



Positioning

Wineries and micro-breweries

Cheese & candy makers

Variety of cuisines at varying price points

Unique local favorites (cheese curds, brats, booyah, chili with noodles, etc.)

Culinary tours & classes

Farmers markets

Specialty food shops (Wienke’s, Nala’s, The Cannery, etc.)

Messaging

Five-star dining at affordable prices

Restaurant Week – July 12-19, 2018

Culinary festivals, events, river cruises

Regionally-recognized dining

2018


Marketing

Feature area culinary specialties and opportunities in the annual

Visitor Guide

Print and internet advertising campaign

Restaurant Week – full marketing campaign

Electronic newsletter to leisure market

Pursue targeted travel writers and provide them with quality

photography and editorial submissions



Include culinary opportunities in the Convention Services Directory

and Dining Guide

Sales

Research, develop and distribute group tour leads to restaurants

Develop itineraries focusing on new activities and experiential

tourism

Feature restaurants and Greater Green Bay culinary opportunities at

annual CVB Holiday Reception

Gift baskets

Cultivate partnership with Brown County Restaurant Association

Services

Include culinary opportunities in convention spouse tours

Utilize culinary products in CVB gift baskets for planners and VIP

visitors

Utilize culinary products for tradeshow giveaways to promote the

many culinary opportunities in the area


Stories written by travel writers that include Greater Green Bay culinary opportunities


Number of meals generated by Restaurant Week

Group tours booked that feature culinary activities

Response rate from marketing/advertising campaigns

Total group leads generated

Total group tours serviced



Leisure Travel



Positioning

Large variety and quantity of family and couples friendly attractions

Drive market

Affordable and easily accessible

Large variety of shopping opportunities – Bay Park Square, Cabela’s, Broadway, Olde

Main, Military Avenue, De Pere, Shops on Linville in Suamico, etc.

Strong name recognition due to popularity of the Green Bay Packers

Messaging

Kid-friendly, safe, affordable

Educational opportunities

Attractions – Bay Beach Amusement Park, Brown County Adventure Park, NEW Zoo,

Green Bay Children’s Museum, etc.

Opportunities for indoor and outdoor fun

2018


Marketing

Integrated print, web, and broadcast advertising campaign

Electronic newsletter to Leisure Market

Visitor Guide features

Promote travel on greenbay.com and all social media outlets

Use online and printed Calendar of Events to promote family

activities and opportunities

Social interaction online with travelers asking questions

Pursue targeted travel writers - Compile ongoing lists of new family

friendly attractions/events to promote to travel writers, etc.



Provide travel writers with high quality photography and creative

editorial submissions

Pursue media interviews

Sales

Use Mobile Visitor Center and/or Golf Car at high attendance

visitor events to educate visitors on other opportunities

Encourage convention, meetings and sports groups to bring their

families when attending events in Greater Green Bay

Tradeshows – Chicago Adventure Travel Show

Develop and distribute a Coupon Book providing special deals in

Greater Green Bay and Algoma

Plan and execute Attraction Showcase to promote family

opportunities available to visitors and residents

Attend Wausau Business Expo with Lodging Association

Services

Attraction Meetings

Brochure distribution route in Wisconsin, N. Illinois, Door County

Local brochure distribution network


Stories written by travel writers that include Greater Green Bay family vacation

opportunities


Click-through rate from e-newsletters

Website and social media usage rates







Positioning

Historic Lambeau - oldest continuously used stadium

Historic home of NFL’s most storied franchise

Titletown District

Worldwide recognition and fan base

Large number of Packers-related attractions

Team connection to Downtown Green Bay businesses

Messaging

Celebrating 100 years during 2018-2019 season with numerous special activities

Great opportunities to connect with the Green Bay Packers when visiting area

Historic Lambeau Field activities include the Packers Hall of Fame, Stadium Tours, the

Packers Pro Shop and 1919 Kitchen & Tap

Titletown District features sledding, skating, business, entertainment

Packers Training Camp provides fans of all ages an opportunity to interact with

players, coaches and staff

Many attractions are connected to the Green Bay Packers: Oneida Walk of Legends,

Packers Heritage Trail, Packers Heritage Trail Trolley Tours, Hometown Advantage

Exhibit (Neville Museum)

Sports-friendly restaurants

2018


Marketing

Market 100th Anniversary of the Green Bay Packers as permitted

Integrated print, web, and broadcast advertising campaign



Electronic newsletter to Leisure Market – full newsletter prior to

the opening of Training Camp and mentions in others

Visitor Guide will feature Green Bay Packers activities

Promote on greenbay.com and all social media outlets

Interact with traveling fans via social media

Use public relations and social media to promote Titletown District

Use online and printed Calendar of Events to promote Lambeau

Field activities and opportunities


Provide travel writers with high quality photography and creative

editorial submissions

Discover Wisconsin Episode “Green Bay: The Football City”


Sales

Use as part of sales and promotion message for conventions and

meetings, sports events and group tours

Tradeshows - Helms Brisco ABC Conference, Connect

Marketplace, PCMA, Small Market Meetings, IMEX, IBTM, CVENT,

Connect Faith, Holiday Showcase IPW, BiG, ABA, NTA and the

Circle Wisconsin Midwest Marketplace

Partner with Lodging Association to conduct familiarization tours as

needed and a Sales Blitz using iDSS database planners

Use Green Bay Packers give-away items at tradeshows and in gift

baskets for planners and VIPs

Services

Organize and host quarterly Attraction Meetings to provide a

platform for communication between attractions and encourage

cross-promotion

Plan and execute Attraction Showcase to promote family

opportunities available to visitors and residents

Brochure distribution route in Wisconsin, N. Illinois, Door County



Local brochure distribution network

Mobile Visitor Center at Green Bay Packers Shareholder Meeting

and Green Bay Packers Training Camp


Stories written by travel writers that include the Green Bay Packers and the many

opportunities available in the community to connect with the team

Inquiries received from integrated advertising program

Click-through rate from e-newsletters

Website and social media usage rates


Attractions Showcase participation and attendance



Visiting Friends and Relatives and Pass-Thru Leisure Travel



Positioning

Greater Green Bay offers visitors a tremendous number of attractions, dining and

lodging opportunities

Many residents aren’t aware of everything our community has to offer visitors

Messaging

Greater Green Bay is a perfect place for a “Staycation”

Our community has more to offer than most communities our size

Invite your friends and family to come and visit and take them to our community’s

many attraction and restaurants

2018


Marketing

Provide local journalists with creative editorial submissions that

support the work of the CVB and educate residents on the many

opportunities the community offers

Promote greenbay.com when possible locally to encourage

residents to use the online Calendar of Events to educate

themselves on local events


Mobile Visitor Center at events (farmers’ markets, local university

family days, etc.)

Sales

Plan and execute Attraction Showcase partner with the

Chamber of Commerce to bring in the public to visit with

attractions

Use Greater Green Bay Restaurant Week to educate residents on

the many culinary opportunities available in Greater Green Bay



Use the Mobile Visitor Center to gain visibility for the tourism industry

and to educate residents of opportunities by participating in local

events

Establish partnerships with local real estate companies to provide

new residents with information on attractions, restaurants, events,

etc.

Encourage residents to plan family reunions locally

Services

Support community by having staff sit on local boards to educate

on tourism and the many opportunities available in our community


Stories written by local media that educate on tourism and provide visibility

Participation and attendance at Attractions Showcase

Participation in Greater Green Bay Restaurant Week

Mobile Visitor Center usage days




The annual focus of the Greater Green Bay CVB in this strategic goal attainment is to be

supportive of the economic development projects that will improve and grow the visitor

experience in Greater Green Bay.

Goal

To improve the level of visitor retention and loyalty through active support of brand

development and delivery of unique experiences.

Target Projects

Tourism product development master plan setup

Fundraise for a strategically-located Greater Green Bay visitor center

Grow “Tourism Insider” training program – Greater Green Bay’s branded sales training

program

Develop Greater Green Bay experiential tourism program with existing attractions

Development Strategy Direction, Positioning and Key Messages

Positioning

Greater Green Bay has more high quality visitor attractions than most communities this

size

Many visitor facilities have expanded over the last 1-3 years

There is opportunity for the CVB to be an active participant in encouraging the growth

and development of tourism product in Greater Green Bay

Messaging

Tourism is economic development and the CVB should be an active participant in

encouraging growth and development of tourism product

The CVB is a respected community organization and is in a position to help influence

support for important tourism projects



Action Plan 2017 2018 2019

Establish a staff-led task force to develop a business plan and

marketing plan for a new visitor information center

Establish a board-led task force and develop a plan to finance a

new visitor information center

Continue growing the Tourism Insider Greater Green Bay

branded sales and service training program

Work closely with Advance, Greater Green Bay Chamber and local

economic development groups to pursue conferences and

conventions that support local economic development efforts

Establish a Board led task force and work on the development of a

community agreed upon tourism product development master plan


Task force established and plan for new visitor information center developed

Board and staff task forces established and plans for operating, marketing and

financing new VIC in place

Branded sales and service training program grown into community asset with 300+

Tourism Insiders trained by the end of 2018

Task force established and community tourism product development master plan

developed




The annual focus of the Greater Green Bay Convention & Visitors Bureau in this strategic

goal attainment is to be informative and persuasive in the understanding and value of

tourism and the proactive organization effort required to market and promote to visitors.

The overall targeted community relations strategy with action plan follows.

Goal

To raise the profile and value of the Greater Green Bay tourism industry.

Target Audiences

Visitor industry partners

Government officials

Business/corporate leaders

Education Partners (NWTC, St. Norbert College, UWGB, Bellin College, local school

districts)

Media editors/representatives

Residents

Community Relations/Advocacy Strategy Direction, Positioning and Key Messages

Audience Penetration and Development Strategy

Positioning

Community with a large variety of high quality tourism products

Visitor spending impact in Brown County continues to rank 5th in Wisconsin

Ability to pay all bonds on KI Convention Center (and expansion) and the Resch

Center are both dependent on the generation of room tax dollars from visitors

Messaging

Greater Green Bay is fortunate to have a large number of high quality visitor

attractions

Tourism revenue generated by visitors is highly sought after by many communities and

requires an innovative marketing and sales plan with a solid budget to make certain

Greater Green Bay’s message is heard by visitors when they are making their travel

plans



Action Plan 2017 2018 2019

Engage local media in tourism programming and activities

Establish a tourism/visitor industry coalition

Maintain proactive communications with Tourism Talk and other

pertinent information

Maintain annual tourism summit/meeting

Develop and distribute annual report on tourism impact and CVB

productivity

Actively work with Greater Green Bay Chamber to develop

partnerships that benefit both organizations and our memberships

through cross promotion, partnering on educational and special

events

Develop a program to provide duo partnerships providing area

businesses with the opportunity to join both the CVB and the

Chamber at a discounted rate

Host event during LPGA Classic


Stories from local media on tourism issues and activities

12 Tourism Talk issues with relevant information on CVB activities and goal

measurements

Establishment of local tourism coalition

Development and execution of annual tourism summit

Design and distribution of Annual Report on tourism impact and CVB productivity




The annual focus of the Greater Green Bay Convention & Visitors Bureau in this strategic

goal attainment is to operate and lead a relevant and credible destination marketing

organization through a three target audience strategy approach. The overall targeted

finance/administration strategy with action plan follows.

Goal

To operate as a fiscally responsible business with effective research-based planning and

committed partnerships.

Target Projects

Develop an alternative funding strategy



Not-for-profit 501(c)6 reorganization analysis and execution

Funding/Administration Strategy Direction, Positioning and Key Messages

Positioning

Greater Green Bay Convention & Visitors Bureau Board of Directors/Executive

Committee has monthly oversight of organization’s financial reports

CVB completes an extensive audit with a professional accounting firm on an annual

basis

CVB is under-funded when compared to nearly all of the competing CVBs in Wisconsin

Accredited by the DMAI’s (Destination Marketing Association International)

Destination Marketing Accreditation Program

Messaging

The CVB operates with transparent oversight of the CVB Board of Directors

The CVB is audited by a professional accounting firm on an annual basis

The CVB is one of only 200 accredited destination marketing organizations in the world

The CVB needs additional funding in order to maintain market position and effectively

compete with other CVBs in Wisconsin and throughout the Midwest



Action Plan 2017 2018 2019

Staff will work with the Board of Directors to identify alternative

funding sources


Not-for-profit 501(c)3 organization established for visitor center

operation



DMO accreditation (DMAP)

501(c)3 organization by mid- 2018

Performance measurement scorecard

Alternative funding sources identified and presented to board



2018 DMO Budget Allocation

Departmental Budgets

Sales $618,064 31%

Marketing $627,749 31%

Tourism Sales/Services $395,777 20%

Partnerships $164,395 8%

Operations $220,534 10%

Total Budget $2,026,519

Documents

2018 Destination Marketing, Sales & Services Plangreen-bay.s3.amazonaws.com/digital_files/2/2018... · AirBNB, VRBO, HomeAway, etc. have become major players in overnight accommodations