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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
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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