Mission & Vision Statements · College Educated or more ... the wineries collectively, and Keuka Lake/natural scenic beauty. While these are the main attractors to the county, there

Mission & Vision Statements

• Mission: As SteubenCounty’s official tourismmarketing agency, ourmission is toaggressively promotethe visitor industryyear-round and therebystimulate economicgrowth.

• Vision: To be therespected leader indestination marketingby achieving positiveand continuouseconomic growth inSteuben County

Organizational Structure - Board13 Voting Board of Directors

3 attractions, 3 accommodations, 3 citizens-at-large, 2 county legislators, 1 appointee of the county manager, and 1 Chamber ofCommerce from Steuben County

Non-Voting Board of DirectorsVarious constituent groups and affiliations for added perspective consisting of:other 3 Chambers of Commerce in Steuben County, 2 regional tourism offices,

Arts Councils, and economic development agencies.

Executive CommitteeElected members of the full Board of Directors serving as the organizational leadership of the SCCVBPast Chair, Chair, Vice Chair, Treasurer, County Legislator, Appointee of County Manager, Full Board

representative to the Executive Committee

PresidentDaily management of CVB Operations, staff and

marketing programs.

Organizational Structure - staffPresident

Peggy ColemanManagement of CVB operations, staff, strategic direction, state ,regional, and

national cooperative marketing liaison

Partner Relations ManagerKevin Peterson

General office administration,visitor services, and volunteer

coordination

Director of Sales & MarketingDanielle Roman

Overall marketing program development and management,Direct relationship management with conference, reunion, and travel

planners

Communications ManagerKim Thompson

Marketing to travel media andlocal public relations, production

of marketing materials

E-Marketing ManagerErin Cassidy

Direct and implement digital andsocial marketing, databasemanagement, implement

technology driven communications

BookkeeperJeffrey Greuber

Bookkeeping, vendor contractnegotiation

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2014 Program of Work & Strategic Marketing PlanDraft 1: December 2013Revised: January 2014

SCCVB Total Budget: $795,486.93SCCVB Marketing Budget: $629,145.03 (79% of total budget)

As Steuben County’s official tourism marketing agency, the mission of the Steuben County Conferenceand Visitors Bureau is to aggressively promote the visitor industry year-round and thereby stimulateeconomic growth.

I. OverviewTo fulfill our mission, the Steuben County Conference and Visitors Bureau team will focus our resourceson domestic leisure visitors as our primary target within a two-hour to five-hour drive radius. We willdeploy a fully integrated marketing and communications plan across all channels in traditional, social,and digital platforms to ensure appropriate frequency and penetration in these drive markets. We willplace a special emphasis on communicating unique vacation experiences exclusively available toAAA/CAA members. We will look to strategic partners to cross promote in Canada to stretch our limitedresources further. We will refocus all marketing to meetings and conferences to locally-sourced, highly-specific niche markets that have a natural affinity with the destination until such time as our productofferings expand. We will focus limited resources on international leisure travelers by partnering withthe New York State Division of Tourism and serving in a supportive roll for the Corning Museum of Glassand other key international attractions/attractors. We will expand our limited resources with mediapublicity whenever possible across all market segments.

We will focus all messaging to convey the unique experiences which deliver the destination brandpromise:

For families, friends and couples looking to unplug from their busy lives,Corning and Steuben County is nestled in the southern gateway to the Finger Lakeswhere charming villages and the master craftsmanship of glass, wine and nature creates a uniqueprism for discovery so all senses are fully engaged and everything is simply more amazing.

This promise will be communicated using the brand Master Crafted, which will convey to visitors whatdifferentiates Steuben County from the rest of the Finger Lakes region: high quality, highly-talentedpurveyor of goods, services, and experiences, master crafts people producing exceptionalglass/art/wine/beer/outdoor adventures/history while celebrating the master craftsman who made ourdestination what it is today.

Key Objectives of Marketing and Communication Plan:

Increased overnight stays, especially during the shoulder months of mid-October through mid-June

Increased Average Daily Rate by targeting higher-end consumers and educating partners onyield management practices

Increased visitation to attractions and events year round, with a focus on the shoulder season byencouraging more innovative vacation packaging and utilizing social media

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Increased frequency to raise top-of-mind awareness

Increased conversion of inquiries to visitors

Target Geographic MarketsBased on 2012 and 2013 inquiries, we know that current leisure visitors/inquiries are coming fromcentral and western New York State, northern and central Pennsylvania, and Ohio. While Pittsburgh,Cleveland, and Columbus, Ohio, have generated inquiries in the past, we do not have supportingdocumentation that conversion from inquiry to visitor numbers warrant spreading our limited resourcesto those secondary markets. We will work in partnership with Finger Lakes Wine Country and otherregional partners to ensure awareness levels remain consistent in the Cleveland area.

Steuben County Conference and Visitors Bureau will focus specifically on:

Pennsylvania – I-99/Route 15 corridor (York, Harrisburg, Williamsport) and metro Philadelphia

New York State – Buffalo, Rochester, and Metro New York City via media publicity andsocial/digital marketing

Province of Ontario, Canada – via CAA marketing and in strategic partnerships withVisitRochester, Finger Lakes Tourism Alliance, and other regional partners

Target ConsumersThe current visitor to Corning & the Southern Finger Lakes is mostly in the 55-64 range, with 35-44-year-olds comprising the next age demographic. It is important to build the 35-44 visitor base to ensurelongevity with these visitors for maximum return on marketing investment over time. It is equallyimportant to maintain relationships with our older demographic and convert them into champions forthe destination, helping to share the marketing message without any impact on our limited budgetaryand human resources.The annual household income of the majority of current leisure visitors/inquiries to our destination fallsin the $50,000-$75,000 range. We will continue to adjust the marketing message to raise the HHIaudience to the $75,000+ range. The new Master Crafted brand will help convey the desirability andquality of the destination, working towards this targeted consumer:

Female decision maker

Average HH Income: $75,000 or higher

Adults/Couples

College Educated or more

Key attributes to be emphasized in marketingVisitor research confirmed that the top visitor generators to the destination are the Corning Museum ofGlass, the wineries collectively, and Keuka Lake/natural scenic beauty. While these are the mainattractors to the county, there are many more attractions and value-added experiences to promote tovisitors. By deploying the Master Crafted brand, we will leverage the power of our key visitorgenerators by providing unique and exclusive vacation packages. By doing so, we will createconnectivity throughout the county, while serving the visitors’ needs with easy-to-purchase travelpackages. We will accomplish this by incorporating the master craftsmanship of:

Beautiful Scenery/Relaxation - Diversity of relaxation options from spa experience to outdooradventure in our natural areas and waterways

Arts & Cultural Experiences – world’s largest glass museum, the first place in USA where anyonecan make glass from age 2 and older; hands-on experiences in pottery, painting, etc

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Wineries and Breweries– the numbers, the proximity, the quality, and the diversity of theofferings combine to make it an experience

History &Heritage – celebrations of our aviation history, extensive transportation heritage, ourquaint towns and villages

Key theme and messageThe new brand Master Crafted is not only the theme, but also it is the underlying message in allmarketing and communications for Corning & the Southern Finger Lakes. By using the brand as themarketing message, we are able to convey to visitors what differentiates Steuben County from the restof the Finger Lakes region; that is high-quality experiences with highly- skilled crafts people andhospitality providers which invoke lifelong, unique memories and a desire to return for more. Key wordsto incorporate into the messaging will include “discover,” “experience,” “ savor,” and “inspire”.

II. Monthly Goals and ObjectivesLeisure Travel

COLLATERAL/PRINTED MATERIAL - Steuben County Conference and Visitors Bureau will create a fullcolor, green-certified travel digest to use for inquiry response as well as a planning tool for consumers,travel agents, tour operators and information center personnel. A version will also be available todownload from www.CorningFingerLakes.com. The theme Master Craft Your Experience will introducevisitors to the high-quality experiences they will find in our destination. In addition, the Tiffany &Treasure Trail guide will be redesigned to further reflect the master craftsmanship of the participantsand the destination. All marketing materials, traditional and virtual, will reflect the Master Craftedbrand and have a unified, familial look.Travel Guide production = 80,000January: 2014 guide delivery from printer to SCCVB and drop delivery to paid distribution locationsJanuary – December: inquiry fulfillment, conference welcome bag production and distributionJuly: develop and distribute RFP for 2015 travel guide design and printingAugust-September: data collect, copywriting, design and layoutOctober: distribution of 2014 guide to Wineglass Marathon registered runnersNovember: proofreading and editingDecember: on pressGoal for distribution: 80,000 print copies, website downloads from 1427 to 2000+, Issuu Pageviewsfrom 5417 to 6060+Results through April 2014: we have had 1000 travel guide requests come in through our websitewhich represents 86% of travel guide requests from the website for ALL of 2013 (1162)

Tiffany & Treasures Trail production = 5,000January-February: solicit fire arts participationMarch: copywriting, layout and designApril: on pressMay-December: distribution to inquiriesMay: distribution at GlassFestParticipant Goal: 18Goal income: $1800Goal packages for the trail: 4

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Goal for Facebook page: increase “likes” from 604 to 1000+ by DecemberResults as of April: 13 partners producing $1300 income, 2 packages developed with confirmedbookings, 1985 Facebook likes

DIRECT TO CONSUMER OUTREACH - Steuben County has streamlined its consumer show schedule in aneffort to eliminate duplication and to participate in a regional booth when possible. While wecontinuously communicate with our inquiry base year round, having face-to-face interaction solidifiesthe message of the destination in the consumer’s mind. Through personal interaction we are able toconvey the Master Crafted brand with genuine personal experiences and enticing visual aids. By doingso, the consumer moves from aware of the destination to researching and ultimately purchasing avacation

Goals: to increase permission-based eNewsletter database by 100 in the first quarter and an additional120 in the last quarter as a result of consumer show presence; to increase vacation package purchasingfrom these specific DMAs by 10%Results as of May 26: Added 43 to eNewsletter database in Quarter 1, introduced AAA agent self-guided FAM program in late March, hosted four agents in May

January: staff the Philadelphia Inquirer Travel Show in partnership with the New York State Travel andVacation Association with focus on general travel packages, attractors, and events

February: work the first three days of the Great American Outdoor Show in partnership with the NewYork State Travel and Vacation Association with focus on outdoor adventure packages and outdoorevents

March: exhibit at AAA Southern New England Travel Show in partnership with the Corning Museum ofGlass, focusing on AAA vacation packages showcasing AA- rated partner attractions, accommodations,restaurants and activities

October: exhibit at the York Women’s Show focusing on travel packages designed for women travelingtogether; presence is supported by radio advertising in advance of the show as well as on-site live radioremotes from our booth at the show

November: exhibit at Toronto Women’s Show in partnership with Finger Lakes Tourism Alliance,focusing on holiday and winter travel packages

DIGITAL AND SOCIAL MARKETING – Steuben County must push our destination experiences to allplatforms to be competitive in a global marketplace. Traditional media will not reach our target marketof travelers. Having a website isn’t good enough if it doesn’t translate to a handheld device. Americansborn after 1980 have lived in a world that is electronically driven. We need to use the right channels toconvert these consumers to visitors. A critical need for 2014 is a redesign of CorningFingerLakes.com .The website redesign will adapt on all devices, eliminating the need for a separate mobile applicationvendor and saving the CVB resources. The website platform will remain in a format that is easilyupdated by any staff member, allowing real-time editing and content loading capabilities. It willintegrate with our database, simpleview, which streamlines staff resources and eliminates timely dataentry, freeing key staff to focus more time on social media outreach. In addition to deploying theMaster Crafted brand, we will also focus resources digitally via TripAdvisor to leverage the Rand McNallytitle of Most Fun Small Town in America that Corning will hold through 2014. Since this is a new program

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for the SCCVB, we will establish a baseline of activity during February, March, and April, with an initialgoal plan of a 5% increase month over month. Staff will monitor activity and adjust the goal mid-year,once we have better data on the program activity. Part of the Rand McNally prize included a specialtravel application (app) with Rand McNally, for which the CVB staff will supply content.

January:Website: begin redesign work with Adworkshop. Update current website with 2014 Travel Guide,packages and events. Update photos on site to reflect winter.Goal: increase travel guide requests by 11 requests which is 10% over January 2013, increaseeNewsletter signups by 20 signups which is 500% over January 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: redesign monthly eNewsletter to feature packages and events and read easily on a mobiledevice. Send eNewsletter on January 16 with bonus content sent to Escapemaker the week of January27.Goal: increase presence with New York City market by 22 visits which is 10% over January 2013, increasepackage bookings with 780 pageviews on package and events pages which is 10% over January 2013Metrics: Google Analytics from New York DMA and on package and event pages onCorningFingerLakes.com

Social media: content will focus on Winter in Wine Country, events and blog content. No paidadvertising is planned in January.Goal: engage with fans to promote Corning & the Southern Finger Lakes as a year-round destination,increase engagement on posts by 271 interactions which is 10% over January 2013Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

TripAdvisor: purchase 12-month sponsorship of Corning city page. Campaign will begin in February.

Google AdWords: begin 2014 campaign focusing on travel guide requests and general informationabout Corning & the Southern Finger LakesGoal: increase travel guide requests by 11 requests which is 10% over January 2013, increase visits toCorningFingerLakes.com by 303 unique visitors which is 5% over January 2013Metrics: travel guide request in simpleview, Google Analytics

Results: Travel Guide requests increased by 125 requests or 135%, eNewsletter signups increased by54 signups or 1,350%, New York City visits increased by 270 visits or 36%, Package and eventpageviews increased by 2,977 pageviews or 38%, Facebook interactions increased by 437 interactionsor 16% and CorningFingerLakes.com visits increased by 1,796 unique visitors or 29%.

February:Website: continue redesign work with Adworkshop. Update current website with packages and events.Goal: increase travel guide requests by 22 requests which is 20% over February 2013, increaseeNewsletter signups by 25 signups which is 500% over February 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: send eNewsletter on February 20.

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Goal: increase package bookings with 849 pageviews on package and events pages which is 10% overFebruary 2013Metrics: Google Analytics on package and event pages on CorningFingerLakes.com

Social media: content will focus on Winter in Wine Country, events and blog content. No paidadvertising is planned unless an Event Co-op bundle is purchased.Goal: engage with fans to promote Corning & the Southern Finger Lakes as a year-round destination,increase engagement on posts by 279 interactions which is 10% over February 2013Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

TripAdvisor: begin populating content on Corning page with events, travel guide information and buildbanner ad for display positions on the Corning page. Build “Corning is the Most Fun” co-op for Corningbusinesses to participate in banner rotation in display positions.Goal: increase travel guide requests by 22 requests which is 20% over February 2013, build awarenesswith TripAdvisor audience about Corning as a vacation destination, increase Corning businessparticipation on TripAdvisor to 100% of Corning accommodations, attractions and restaurants listed,begin baseline count of pageviews on Corning page and reviews of Corning businessesMetrics: travel guide requests in simpleview, TripAdvisor analytics, TripAdvisor reviews

Google AdWords: run campaign focusing on travel guide requests and general information aboutCorning & the Southern Finger LakesGoal: increase travel guide requests by 22 requests which is 20% over February 2013, increase visits toCorningFingerLakes.com by 309 unique visitors which is 5% over February 2013Metrics: travel guide request in simpleview, Google Analytics

Results: Travel Guide requests increased by 119 requests or 110%, eNewsletter signups increased by83 signups or 1,660%, Package and event pageviews increased by 4,590 pageviews or 54%, Facebookinteractions decreased by 1,473 interactions or 51%, CorningFingerLakes.com visits increased by 5,079unique visitors or 82%. It has been found that TripAdvisor reviews can not accurately be counted butwe have 76 businesses on TripAdvisor and Corning is rated 16 among Finger Lakes towns.

March:Website: continue redesign work with Adworkshop. Change mobile application host from DiscoverAnywhere to Adworkshop to reflect upcoming redesign and bringing content all under one umbrella.Update current website with packages and events. Update photos and homepage content for spring.Goal: increase travel guide requests by 38 requests which is 20% over March 2013, increaseeNewsletter signups by 20 signups which is 200% over March 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: send eNewsletter on March 20 with bonus content sent to Escapemaker the week ofMarch 24. Send Outdoors eNewsletter on March 18.Goal: increase presence with New York City market by 118 visits which is 30% over March 2013,increase package bookings with 4,826 pageviews on package and events pages which is 40% over March2013, increase Outdoors traffic to website by 574 pageviews which is 50% over March 2013Metrics: Google Analytics from New York DMA and on package, event and Outdoors pages onCorningFingerLakes.com

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Social media: content will focus on spring packages, events and blog content. Will target Facebook andTwitter ads to New York City market.Goal: increase engagement on posts by 546 interactions which is 100% over March 2013, increase NewYork City fans by 32 fans which is 20% over March 2013Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

TripAdvisor: maintain content on Corning page with events, Travel Guide information and banner ad fordisplay positions on the Corning page.Goal: increase travel guide requests by 38 requests which is 20% over March 2013, build awarenesswith TripAdvisor audience about Corning as a vacation destination, begin baseline count of pageviewson Corning page and reviews of Corning businessesMetrics: travel guide requests in simpleview, TripAdvisor analytics, TripAdvisor reviews

Google AdWords: run campaign focusing on travel guide requests and general information aboutCorning & the Southern Finger LakesGoal: increase travel guide requests by 38 requests which is 20% over March 2013, increase visits toCorningFingerLakes.com by 2,705 unique visitors which is 30% over March 2013Metrics: travel guide request in simpleview, Google Analytics

Results: Travel Guide requests increased by 53 requests or 28%, eNewsletter signups increased by 137signups or 1,370%, Package and event pageviews increased by 6,532 pageviews or 54%, New York Cityvisits increased by 1,183 visits or 109%, Outdoors pageviews increase by 692 pageviews or 75%,Facebook interactions increased by 1,884 interactions or 345%, New York City Facebook fansincreased by 26 fans or 18%, CorningFingerLakes.com visits increased by 8,702 unique visitors or 97%.It has been found that TripAdvisor reviews can not accurately be counted but we have 77 businesseson TripAdvisor and Corning is rated 16 among Finger Lakes towns.

April:Website: continue redesign work with Adworkshop. Update current website with packages and events.Goal: increase travel guide requests by 124 requests which is 50% over April 2013, increase eNewslettersignups by 31 signups which is 65% over April 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: send eNewsletter on April 17 with bonus content sent to Escapemaker the week of April23.Goal: increase presence with New York City market by 274 visits which is 50% over April 2013, increasepackage bookings with 8,416 pageviews on package and events pages which is 65% over April 2013Metrics: Google Analytics from New York DMA and on package and event pages onCorningFingerLakes.com

Social media: content will focus on spring packages, events and blog content. Target Facebook, Twitterand YouTube ads to New York City and Harrisburg markets to support media invitations and consumershows in those areas. Sponsor a contest to win a Tiffany & Treasures Trail package to increase fans andpromote GlassFest.Goal: increase engagement on posts by 501 interactions which is 100% over April 2013, increase NewYork City fans by 55 fans which is 40% over April 2013 and Harrisburg fans by 14 fans which is 100% overApril 2013, increase Tiffany & Treasures Trail fans by 504 fans which is 150% over April 2013Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

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TripAdvisor: maintain content on Corning page with events, travel guide information and banner ad fordisplay positions on the Corning page. Run four-week banner ad campaign targeting US visitors lookingfor any Finger Lakes content.Goal: increase travel guide requests by 124 requests which is 50% over April 2013, build awareness withTripAdvisor audience about Corning as a vacation destination, begin baseline count of pageviews onCorning page and reviews of Corning businessesMetrics: travel guide requests in simpleview, TripAdvisor analytics, TripAdvisor reviews

Google AdWords: run campaign focusing on travel guide requests and general information aboutCorning & the Southern Finger LakesGoal: increase travel guide requests by 124 requests which is 50% over April 2013, increase visits toCorningFingerLakes.com by 5,521 unique visitors which is 50% over April 2013Metrics: travel guide request in simpleview, Google Analytics

Results: Travel Guide requests increased by 14 requests or 6%, eNewsletter signups increased by 71signups or 151%, Package and event pageviews increased by 5,619 pageviews or 43%, New York Cityvisits increased by 1,009 visits or 63%, Facebook interactions increased by 2,686 interactions or 536%,New York City Facebook fans increased by 37 fans or 27%, Harrisburg Facebook fans increased by 7fans or 50%, Tiffany & Treasures Trail Facebook fans increased by 917 fans or 273%,CorningFingerLakes.com visits increased by 5,645 unique visitors or 51%. It has been found thatTripAdvisor reviews can not accurately be counted but we have 77 businesses on TripAdvisor andCorning is rated 16 among Finger Lakes towns.

May:Website: debut redesign. Update content with packages and events.Goal: increase travel guide requests by 100 requests which is 50% over May 2013, increase eNewslettersignups by 24 signups which is 75% over May 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: send eNewsletter on May 15 with bonus content sent to Escapemaker the week of May12.Goal: increase presence with New York City market by 272 visits which is 30% over May 2013, increasepackage bookings with 7,940 pageviews on package and events pages which is 50% over May 2013Metrics: Google Analytics from New York DMA and on package and event pages onCorningFingerLakes.com

Social media: content will focus on spring/summer packages, events and blog content. TargetFacebook, Twitter and YouTube ads to general fans with focus on Tiffany & Treasures Trail/GlassFestand Outdoor Adventures. Sponsor a contest to win a Tiffany & Treasures Trail package to increase fansand promote GlassFest.Goal: increase engagement on posts by 841 interactions which is 25% over May 2013, increase Tiffany &Treasures Trail fans by 303 fans which is 50% over May 2013Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

TripAdvisor: maintain content on Corning page with events, travel guide information and banner ad fordisplay positions on the Corning page.

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Goal: increase travel guide requests by 100 requests which is 50% over May 2013, build awareness withTripAdvisor audience about Corning as a vacation destination, increase pageviews on Corning page andreviews of Corning businesses by 5% over April 2014Metrics: travel guide requests in simpleview, TripAdvisor analytics, TripAdvisor reviews

Google AdWords: run campaign focusing on travel guide requests and events in Corning & the SouthernFinger LakesGoal: increase travel guide requests by 100 requests which is 50% over May 2013, increase visits toCorningFingerLakes.com by 6,882 unique visitors which is 50% over May 2013Metrics: travel guide request in simpleview, Google Analytics

Results as of May 26: Travel Guide requests decreased by 30 requests or 15%, eNewsletter signupsincreased by 88 signups or 275%, Package and event pageviews increased by 1,249 pageviews or 8%,New York City visits increased by 1,009 visits or 63%, Facebook interactions decreased by 285interactions or 12%, New York City Facebook fans increased by 45 fans or 27%, Tiffany & TreasuresTrail Facebook fans increased by 1,350 fans or 223%, CorningFingerLakes.com visits decreased by 314unique visitors or 2%. On TripAdvisor, Corning is rated 16 among Finger Lakes towns.

June:Website: update content with packages and events. Update photos and homepage content forsummer.Goal: increase travel guide requests by 50 requests which is 275% over June 2013, increase eNewslettersignups by 24 signups which is 200% over June 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: send eNewsletter on June 19. Send Outdoors eNewsletter on June 12.Goal: increase package bookings with 6,761 pageviews on package and events pages which is 30% overJune 2013, increase Outdoors traffic to website by 1,784 pageviews which is 75% over June 2013Metrics: Google Analytics on package, event and Outdoors pages on CorningFingerLakes.com

Social media: content will focus on summer packages, events and blog content. No paid advertising isplanned unless an Event Co-op bundle is purchased.Goal: increase engagement on posts by 324 interactions which is 20% over June 2013Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

TripAdvisor: maintain content on Corning page with events, travel guide information and banner ad fordisplay positions on the Corning page.Goal: increase travel guide requests by 50 requests which is 275% over June 2013, build awareness withTripAdvisor audience about Corning as a vacation destination, increase pageviews on Corning page andreviews of Corning businesses by 5% over May 2014Metrics: travel guide requests in simpleview, TripAdvisor analytics, TripAdvisor reviews

Google AdWords: run campaign focusing on travel guide requests, events and Outdoors Adventures inCorning & the Southern Finger LakesGoal: increase travel guide requests by 50 requests which is 275% over June 2013, increase visits toCorningFingerLakes.com by 7,718 unique visitors which is 50% over June 2013

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Metrics: travel guide request in simpleview, Google Analytics

July:Website: update content with packages and events.Goal: increase travel guide requests by 29 requests which is 20% over July 2013, increase eNewslettersignups by 26 signups which is 200% over July 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: send eNewsletter on July 24.Goal: increase package bookings with 5,946 pageviews on package and events pages which is 20% overJuly 2013Metrics: Google Analytics on package and event pages on CorningFingerLakes.com

Social media: content will focus on summer packages, events and blog content. No paid advertising isplanned unless an Event Co-op bundle is purchased.Goal: increase engagement on posts by 338 interactions which is 25% over July 2013Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

TripAdvisor: maintain content on Corning page with events, travel guide information and banner ad fordisplay positions on the Corning page.Goal: increase travel guide requests by 29 requests which is 20% over July 2013, build awareness withTripAdvisor audience about Corning as a vacation destination, increase pageviews on Corning page andreviews of Corning businesses by 5% over June 2014Metrics: travel guide requests in simpleview, TripAdvisor analytics, TripAdvisor reviews

Google AdWords: run campaign focusing on travel guide requests, events and Outdoors Adventures inCorning & the Southern Finger LakesGoal: increase travel guide requests by 29 requests which is 20% over July 2013, increase visits toCorningFingerLakes.com by 9,797 unique visitors which is 50% over July 2013Metrics: travel guide request in simpleview, Google Analytics

August:Website: update content with packages and events.Goal: increase travel guide requests by 5 requests which is 20% over August 2013, increase eNewslettersignups by 15 signups which is 150% over August 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: send eNewsletter on August 21 with bonus content sent to Escapemaker the week ofAugust 25.Goal: increase presence with New York City market by 131 visits which is 10% over August 2013,increase package bookings with 5,024 pageviews on package and events pages which is 20% over August2013Metrics: Google Analytics from New York DMA and on package and event pages onCorningFingerLakes.com

Social media: content will focus on summer packages, events and blog content. No paid advertising isplanned unless an Event Co-op bundle is purchased.Goal: increase engagement on posts by 455 interactions which is 25% over August 2013

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Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

TripAdvisor: maintain content on Corning page with events, travel guide information and banner ad fordisplay positions on the Corning page.Goal: increase travel guide requests by 5 requests which is 20% over August 2013, build awareness withTripAdvisor audience about Corning as a vacation destination, increase pageviews on Corning page andreviews of Corning businesses by 5% over July 2014Metrics: travel guide requests in simpleview, TripAdvisor analytics, TripAdvisor reviews

Google AdWords: run campaign focusing on travel guide requests, events and Outdoors Adventures inCorning & the Southern Finger LakesGoal: increase travel guide requests by 5 requests which is 20% over August 2013, increase visits toCorningFingerLakes.com by 9,726 unique visitors which is 50% over August 2013Metrics: travel guide request in simpleview, Google Analytics

September:Website: update content with packages and events. Update photos and homepage content to fall.Goal: increase travel guide requests by 12 requests which is 20% over September 2013, increaseeNewsletter signups by 19 signups which is 100% over September 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: Send eNewsletter on September 18 with bonus content sent to Escapemaker the week ofSeptember 22. Send Outdoors eNewsletter September 25.Goal: increase presence with New York City market by 85 visits which is 20% over September 2013,increase package bookings with 3,549 pageviews on package and events pages which is 30% overSeptember 2013, increase Outdoors traffic to website by 850 pageviews which is 50% over September2013Metrics: Google Analytics from New York DMA and on package, event and Outdoors pages onCorningFingerLakes.com

Social media: Content will focus on fall packages, events and blog content. Facebook and YouTube adswill be purchased to focus on Outdoor Adventures.Goal: increase engagement on posts by 1,163 interactions which is 50% over September 2013, increasefans by 601 fans which is 10% over September 2013Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

TripAdvisor: maintain content on Corning page with events, travel guide information and banner ad fordisplay positions on the Corning page.Goal: increase travel guide requests by 12 requests which is 20% over September 2013, build awarenesswith TripAdvisor audience about Corning as a vacation destination, increase pageviews on Corning pageand reviews of Corning businesses by 5% over September 2014Metrics: travel guide requests in simpleview, TripAdvisor analytics, TripAdvisor reviews

Google AdWords: run campaign focusing on travel guide requests, events and Outdoors Adventures inCorning & the Southern Finger LakesGoal: increase travel guide requests by 12 requests which is 20% over September 2013, increase visits toCorningFingerLakes.com by 7,996 unique visitors which is 75% over September 2013Metrics: travel guide request in simpleview, Google Analytics

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October:Website: update content with packages and events.Goal: increase travel guide requests by 15 requests which is 25% over October 2013, increaseeNewsletter signups by 12 signups which is 50% over October 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: send eNewsletter on October 23.Goal: increase package bookings with 4,620 pageviews on package and events pages which is 30% overOctober 2013Metrics: Google Analytics on package and event pages on CorningFingerLakes.com

Social media: content will focus on fall packages, events and blog content. Purchase Facebook andTwitter ads in Toronto, Harrisburg and possibly Philadelphia markets to support consumer shows andradio advertising in those areas. Sponsor a Finger Lakes Wine Tour package contest.Goal: increase engagement on posts by 1,104 interactions which is 75% over October 2013, increaseToronto fans by 17 fans which is 100% over October 2013, Harrisburg fans by 18 fans which is 100% overOctober 2013 and Philadelphia fans by 12 fans which is 25% over October 2013Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

TripAdvisor: maintain content on Corning page with events, travel guide information and banner ad fordisplay positions on the Corning page.Goal: increase travel guide requests by 15 requests which is 25% over October 2013, build awarenesswith TripAdvisor audience about Corning as a vacation destination, increase pageviews on Corning pageand reviews of Corning businesses by 5% over September 2014Metrics: travel guide requests in simpleview, TripAdvisor analytics, TripAdvisor reviews

Google AdWords: run campaign focusing on travel guide requests and events in Corning & the SouthernFinger LakesGoal: increase travel guide requests by 15 requests which is 25% over October 2013, increase visits toCorningFingerLakes.com by 6,947 unique visitors which is 75% over October 2013Metrics: travel guide request in simpleview, Google Analytics

November:Website: Update content with packages and events. Update homepage and photos to holidays.Goal: increase travel guide requests by 9 requests which is 25% over November 2013, increaseeNewsletter signups by 9 signups which is 50% over November 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: send eNewsletter on November 20 with bonus content sent to Escapemaker the week ofDecember 1.Goal: increase presence with New York City market by 41 visits which is 20% over November 2013,increase package bookings with 2,256 pageviews on package and events pages which is 25% overNovember 2013Metrics: Google Analytics from New York DMA and on package and event pages onCorningFingerLakes.com

13

Social media: content will focus on holiday packages, events and blog content. Sponsor a Finger LakesWine Tour package contest.Goal: increase engagement on posts by 719 interactions which is 50% over November 2013, increasefans by 1,206 fans which is 20% over November 2013Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

TripAdvisor: maintain content on Corning page with events, travel guide information and banner ad fordisplay positions on the Corning page.Goal: increase travel guide requests by 9 requests which is 25% over November 2013, build awarenesswith TripAdvisor audience about Corning as a vacation destination, increase pageviews on Corning pageand reviews of Corning businesses by 5% over October 2014Metrics: travel guide requests in simpleview, TripAdvisor analytics, TripAdvisor reviews

Google AdWords: run campaign focusing on travel guide requests and events in Corning & the SouthernFinger LakesGoal: increase travel guide requests by 9 requests which is 25% over November 2013, increase visits toCorningFingerLakes.com by 2,897 unique visitors which is 50% over November 2013Metrics: travel guide request in simpleview, Google Analytics

December:Website: update content with packages and events.Goal: increase travel guide requests by 5 requests which is 20% over December 2013, increaseeNewsletter signups by 7 signups which is 50% over December 2013Metrics: travel guide requests in simpleview, eNewsletter signups in Constant Contact, Google Analytics

eNewsletter: send eNewsletter on December 18.Goal: increase package bookings with 1,734 pageviews on package and events pages which is 20% overDecember 2013Metrics: Google Analytics on package and event pages on CorningFingerLakes.com

Social media: content will focus on holiday and winter packages, events and blog content. No paidadvertising is planned unless an Event Co-op bundle is purchased.Goal: increase engagement on posts by 706 interactions which is 50% over December 2013Metrics: Facebook insights, Twitter analytics, Pinterest analytics, YouTube channel views

TripAdvisor: maintain content on Corning page with events, travel guide information and banner ad fordisplay positions on the Corning page.Goal: increase travel guide requests by 5 requests which is 20% over December 2013, build awarenesswith TripAdvisor audience about Corning as a vacation destination, increase pageviews on Corning pageand reviews of Corning businesses by 5% over November 2014Metrics: travel guide requests in simpleview, TripAdvisor analytics, TripAdvisor reviews

Google AdWords: run campaign focusing on travel guide requests and events in Corning & the SouthernFinger LakesGoal: increase travel guide requests by 5 requests which is 20% over December 2013, increase visits toCorningFingerLakes.com by 1,671 unique visitors which is 30% over December 2013Metrics: travel guide request in simpleview, Google Analytics

14

PUBLIC RELATIONS – Editorial messages that appear on blogs, in magazines and on travel shows ortelevision programs are more influential than paid advertising. Consumers trust a stranger’s review onwww.tripadvisor.com more than they trust a paid advertisement. To garner third-partyrecommendations, the Steuben County Conference and Visitors Bureau will increase investment inmedia publicity and work in partnership with the New York State Division of Tourism and Finger LakesWine Country to stretch the limited Public Relations budget resources. We will specifically target NewYork City and Philadelphia with proactive pitching and story ideas that are unique, timely, andincorporate the Master Crafted brand. Both cities are important target audiences, but beyond ourresources for traditional paid advertising. Proactive story pitching gives us the opportunity to penetratethese expensive markets, in conjunction with planned social media and digital marketing. Activity ispurposely front-loaded to the first eight months of the year to accommodate the travel guideproduction schedule.

Goals: increase hosted writers to 20 (40% increase over 2013); increase articles produced to 200 (25%increase over 2013)

January - develop Top Ten targeted bloggers and email invitation to visit, update blogger pitch letters,

update press photo gallery in dropbox, research/ request editorial calendars from publications, update

media contact lists for various publications

Pitches: Winter in Wine Country, Cozy Winter Retreat, Valentine’s Day

Measurements: send pitches to 10 publications, resulting in at least one placement

Results: Top Ten targeted blogger list created and conversations are started with each. Some pitchletters are updated. Press photo gallery is updated in Dropbox; this will be ongoing. Manypublications no longer release editorial calendars, so this goal may not apply; I contacted keypublications to find out their policies. I have updated lists in Meltwater by pitch subject with currentjournalists; this will be ongoing.

Sent three pitches to HARO requests with Winter in Wine Country information, but no articles wereproduced.Three significant articles produced in January, including one with Freelance Strategist, another withBusiness Insider, and a final with Huffington Post.

February - start planning multi-county Media Familiarization Tour with invited partners: Schuyler, Yates,

and Chemung counties; plan Local Media Familiarization Tour to be implemented in either April or

August; continue press visit conversations

Pitches: Arts in Bloom, Tiffany Treasures Trail, Master Crafted Artisans, Women Only Weekends, Get ajump on spring travel planningMeasurements: send pitches to 30 art publications and writers, resulting in at least two placements

Results: Met with DCI and county partners to discuss media opportunities for 2014, including a multi-

county media FAM. Started planning Local Media FAM for either May or September – will send RFP in

March. Started coordinating two media visits for April.

15

Moved Arts in Bloom and art-related promotion to March/April. (See April results)

Pitched five stories to HARO requests for women travel, honeymoon destinations, and Valentine’s

deals, but didn’t see any placements.

Six significant articles published in February: one was a Women-Only Weekend piece by Woman’s

Day. Other articles focused on beer, wine trails, and on Wineglass Marathon from a press release we

wrote and distributed.

March – determine theme for and continue planning multi-county Media Familiarization Tour,

determine final date (April or August) and continue planning Local Media Familiarization Tour

Pitches: Arts & Culture, Arts in Bloom, Beer Getaways, GlassFest, ShoppingTargeted Publications: Pitch TODAY Show for Al Roker run in Wineglass MarathonMeasurements: send spring getaway pitches to 30 art and food and wine publications and writers,resulting in at least two placements

Results: Continued planning our multi-county Media FAM with DCI. Theme will be determined oncethe writers who should be involved are selected/targeted. Local Media FAM tour is still in theplanning stages. Continuing to plan writer trips in April, and more trips are in the works for May andJune.We are working with DCI to pitch the TODAY Show in regards to the Wineglass Marathon. We are alsoworking with DCI to find a NYC journalist to visit to write about the Experience! The Finger LakesKeuka Wine Tour.Pitch five stories regarding the Finger Lakes Boating Museum, golf, and frozen Keuka Lake.Significant coverage published in March include coverage of frozen Keuka Lake.

April – develop and send invitations to multi-county Media Familiarization Tour, secure writer visit for

GlassFest, work with Finger Lakes Wine Country to secure desk-side media visits in New York City and

Philadelphia – specific schedule to be confirmed, host and execute Local Media Familiarization Tour

(alternate date in August still to be confirmed)

Pitches: Summer Fun, Family Friendly, Lake Culture, World-Famous Wine & Events with focus onGlassFest and Finger Lakes Wine FestivalMeasurements: send pitches to 40 family fun publications and writers, resulting in at least twoplacements.

Results: Sent five pitches for fall adventure getaways, affordable family vacations, and unexpecteddestinations in response to HAROs to freelance writers from the Huffington Post, Travel & Leisure,Wine Spectator and the New York Times

Sent Spring Art Happenings pitch highlighting Arts in Bloom, GlassFest, and Tiffany & Treasures Trailto 49 Regional Media, 19 Art Media, and 42 General Travel Media.

Hosted media: Eileen Gunn (FamiliesGo!) and Kenin and Lauren Bassart (The Constant Rambler).Families Go!: http://www.familiesgotravel.com/ The Constant Rambler:http://www.theconstantrambler.com/

Sharon Rowley of Great Family Road Trips to write a blog post for her new site. She visited here withher children last summer: http://greatfamilyroadtrips.com/itineraries/northeast/corning-museum-of-glass-and-watkins-glen-state-park-with-kids/

16

May – host writer visit for GlassFest, research and make appointments for TBEX, solidify and confirmmulti-county Media Familiarization Tour, plan and execute press trips resulting from outreach to datePitches: Summer Fun, Outdoor AdventureMeasurements: send pitches to 20 outdoor publications and writers, resulting in at least twoplacements.

June - attend TBEX, follow up on appointments from TBEX, host multi-county Media Familiarization TourPitches: Summer Fun, Fabulous Food, Fall EscapeMeasurements: send pitches to 40 food and wine publications and writers, resulting in at least twoplacements

July – plan and host press visits resulting from proactive pitching, TBEX, and desk-side meetingsPitches: Outdoor Adventure, Food, Fall Getaways and dealsMeasurements: Send pitches to 30 general travel publications and writers, resulting in at least twoplacements for outdoor/fall coverage

August – host and execute Local Media Familiarization Tour if not completed already in August

Pitches: Fall Escapes, Fall Festivals, Women Only Weekend Trips, Romantic EscapesMeasurements: send pitches to 20 women-specific publications and writers, resulting in at least twoplacements

September – plan and host remaining press visits resulting from proactive pitching, TBEX, and desk-sidemeetings as budget allowsPitches: Beer, Beautiful Fall Foliage, Road Trips, Photographer’s Paradise, HuntingMeasurements: send pitches to 20 road trip/travel and photography publications and writers, resultingin at least two placements

October – secure writer for CMOG ExpansionPitches: Outdoor Adventure, Winter in Wine Country, Scenic and Romantic Escapes, HolidayHappenings, CMOG ExpansionMeasurements: send pitches to 30 outdoor and romantic travel publications and writers, resulting in atleast two placements

November – writer visit for CMOG ExpansionPitches: Winter in Wine Country, Holiday, Tiffany & Treasures, Shopping, CMOG Expansion,Pitches for “Top Destinations of 2015” lists – off-the-beaten-path destinationsMeasurements: send pitches to 20 general travel publications and writers, resulting in at least twoplacements about holiday travel and Winter In Wine Country

December – establish Top 10 Blogger Hit List 2015, develop 2015 PR PlanPitches: Winter in Wine Country, Romantic Escapes, Cozy RetreatsMeasurements: send pitches to 30 leisure travel publications and writers, resulting in at least twoplacements

17

GROUP TOUR SALES MISSIONS/FAMILIARIZATION TOURS – Steuben County Conference and VisitorsBureau markets to group travel buyers as well as individual leisure travelers. In 2014, SCCVB willparticipate in two domestic sales missions: one to Eastern PA/ New Jersey, and one to Western andCentral PA/Ohio. We will partner with the NYS Division of Tourism on a workshop targeting productmanagers from tour companies in the UK and Germany, as well as a joint marketing program with thesebuyers who develop tour products to our destination. In addition to the direct sales missions, theSCCVB will be attending American Bus Association Annual Marketplace in January and Travel AlliancePartners Annual “TAP Dance” Marketplace in June with direct appointments to key motor coach touroperators. We will also be attending Pennsylvania Bus Association Annual Meeting in March to presentour proposal to host the PBA Annual Marktplace in 2015.

Goals: Distribute a minimum of six Request for Proposals (RFP)annually with each RFP sent to partnersaveraging 50 room nights; host a minimum of 10 tour operators for sites visits; complete a minimum of108 calls to solicit new tour operator customers; cleanse database of inactive tour companies

Domestic Group TourJanuary: attend ABA with full appointment schedule with 56 tour operators, send follow-up e-mails toall, send minimum 14 itineraries for new group tours, add RFP for 2 new leadsResults: met with 59 operators at ABA, sent 13 itineraries for new groups, sent 2 RFPs for new leads;14 partner referrals, not including itinerary inclusions

February: send e-newsletter to 100 tour operators with “What’s New”; make average of 3 phone calls/e-mails per week to solicit new toursResults: sent eNews to 354 operators; 9 partner referrals, not including itinerary inclusions

March: meet with 15 operators, including two new companies; send minimum of eight itineraries fornew groups, send RFP for two new leads; make average of 3 phone calls/e-mails per week to solicit newtours; present bid to Pennsylvania Bus Association to host 2015 Annual MarketplaceResults: met with 10 operators including two new companies, sent four itineraries for new groups,sent two RFPS for new leads; 13 partner referrals not including itinerary inclusions. We were notallowed to present to PBA as they enacted a membership component to host after our bid wassubmitted.

April: meet with 10 operators, including at least 1 new company; send minimum of four itineraries fornew groups, send RFP for one new lead; make average of 3 phone calls/e-mails per week to solicit newtoursResults: met with 14 operators including three new companies, sent five itineraries for new groups,sent three RFPS for new leads; nine partner referrals, not including itinerary inclusions

May: host familiarization tour with a minimum of 10 operator participants; send RFP for two new leads;make average of 3 phone calls/e-mails per week to solicit new toursResults through May 26: Hosted seven operators resulting in one RFP for one new lead as a result,sent two RFPs for AAA self-guided FAMs, Distributed group tour e-newsletter to 436 operators/tourplannersSent referrals for three partners, made contact with eight new operators to solicit future business

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June: meet with 28 operators; send a minimum of six itineraries for new groups; send RFP for one newlead; if selected to host 2015 annual marketplace, attend Pennsylvania Bus Association Marketplace

July: send e-newsletter to 100 tour operators with “What’s New”; make average of 3 phone calls/e-mails per week to solicit new tours

August: make a minimum of 15 phone call contacts with operators; send a minimum of 12 e-mailcontacts; make average of 3 phone calls/e-mails per week to solicit new tours

September: meet with 10 operators; send a minimum of four itineraries for new groups; send RFP forone new lead; make average of 3 phone calls/e-mails per week to solicit new tours

October: make a minimum of 15 phone call contacts with operators; send a minimum 12 e-mailcontacts; make average of 3 phone calls/e-mails per week to solicit new tours

November: send e-newsletter to 100 tour operators with “What’s New”; begin research for 2015 ABA;make average of 3 phone calls/e-mails per week to solicit new tours

December: research companies and request appointments to meet at 2015 ABA

InternationalJune: meet with representatives from 18 UK and German companies. Provide leads/partner referrals tominimum six partners

September/October: host portion of ILNY Familiarization Tour for international operators; specific dateis still to be confirmed by NYS Division of Tourism

MEETINGS/CONFERENCES – Over time our meeting facility inventory has diminished. Researchindicates that the CVB should not invest its limited resources to solicit state association business. Wewill maintain relationships with Albany-based state association meeting planners through digital andtelephone communications rather than in-person sales missions. We will shift focus to affinity groupsand the SMERFS (Social, Military, Educational, Religious, Fraternal, Sports) meetings and events markets.The destination has the infrastructure to support these “home grown” meetings that are often smallergroups which will use non-traditional function space. With respect to goals for production, 2014 will bea building year, to establish reasonable baseline productivity. As in all programming, we will strive toincrease productivity month over month, but cannot establish aggressive goals until the baseline isestablished.

Goals: maintain relationships with state association planners; build database of affinity/SMERFS groups;create baseline activity for future growth/market penetration

January – March: distribute e-Newsletter to minimum 100 meeting planners; research and makeoutreach to an average of two new meeting prospects per week; present “Bring Your Reunion Home” tominimum of three American Legion/VFW/fraternal groups. Send RFP for minimum of one reunion leadwith an average of 50 room nights; research and make outreach to an average of two new reunionprospects per weekResults: sent eNews to 85 meeting planners, added two new meeting planner to database and fivenew reunion planners, sent four RFPs for new meeting/reunion leads equaling 360 room nights, madefour partner referrals

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April – June: distribute e-Newsletter to minimum 100 meeting planners; host one site inspection;provide minimum of three partner referrals; research and make outreach to an average of two newmeeting prospects per week

July – September: distribute e-Newsletter to minimum 100 meeting planners; host one site inspection;provide minimum of three partner referrals; research and make outreach to an average of two newmeeting prospects per week; present “Bring Your Reunion Home” to minimum of two AmericanLegion/VFW/fraternal groups. Send RFP for minimum of one reunion lead; research and make outreachto an average of three new reunion prospects per week

October – December: distribute e-Newsletter to minimum 100 meeting planners; present “Bring YourReunion Home” to minimum of two American Legion/VFW/fraternal groups. Send RFP for minimum ofone reunion lead; research and make outreach to an average of two new reunion prospects per week

Sports:By end of September: complete inventory of facilities in Steuben CountyOctober: Build 2015 Sports Marketing planNovember: Design and upload sports website content to CorningFingerLakes.com andnewyorkmeetings.com

NEW PRODUCT DEVELOPMENT – 76% of all travelers participate in cultural and heritage experiencesand visit sites annually. These cultural heritage travelers spend $129.6 million annually. They staylonger and they spend more. 10% of these travelers book their trips 90 days in advance. 75% of themuse Facebook actively. With Governor Cuomo’s investment in the Path Through History programthrough the regional economic development councils, there is no better time than now to develop aplan to implement a heritage tourism program. Steuben County CVB will work in partnership withSouthern Tier Central Regional Planning Board, the ARTS Council of the Southern Finger Lakes, ChemungCounty Chamber of Commerce and Watkins Glen Chamber of Commerce to develop a plan to submit aconsolidated funding application to the Southern Tier REDC to implement the plan in 2015. Should theproject receiving funding, phase two will be to apply for a grant from the Appalachian RegionalCommission to further implement the program.

Goals: create new tourism product for year round promotion; engage and drive economic developmentthrough tourism to the underserved areas of Steuben County; create a comprehensive plan fordevelopment, technical assistance needs, and implementation; garner grant funding to seed theprogram

January: solidify event site, work with historical societies and county historians to develop key invitationlist, develop and distribute save-the-date invitations

February: develop and finalize heritage product inventory and identify common themes and threadsamong the three counties

March: work with Heritage Strategies to determine critical mass of product inventory for successfullinkage to established Path Through History themes; develop immersion tour itinerary

April 7 & 8: host Heritage Strategies team to experience as much of the identified product inventoryacross three counties as possible

20

April 9: Host daylong strategic planning workshop with heritage tourism partners to develop plan tosubmit to Southern Tier REDCResults: planning session on April 9 resulted in development of Points of Inspiration program tosubmit to CFA for NYSCA funding for Steuben, Chemung, and Schuyler counties in partnership withthe ARTS Council of the Southern Finger Lakes. Program will focus on Path Through History Theme ofArts & Culture highlighting the architectural and natural history assets of the three counties. CFA isdue 6/16/14

May & June: fine tune plan and determine lead agency for CFA submission

August: submit CFA application

December: learn grant results; organize for implementation if funded

Made in Corning & the Southern Finger Lakes Pilot Program – A branded marketing initiative whichhighlights locally made products in Steuben County. The Made in Corning & the Southern Finger Lakesbrand will identify locally made producers through a logo that acts as a identifier to steer consumers toproducts made in Steuben County. Test program will operate with 6 – 10 producers and the CorningInformation Center will act as the test retailer. The program will operate throughout 2014 to create afoundation for a full launch in 2015 county wide.

Goals: Create a local product awareness and identifier that reflects the Steuben County Conference &Visitor Bureau’s brand. The program will help increase sales channels for local producers as well ascreate a system to drive visitors to purchase our locally made products.

April: Recruit participants, develop logo, and create marketing materials with Made in Corning & theSouthern Finger Lakes logo

May: Launch pilot program at the Corning Information Center during Corning’s GlassFest event.Results as of May 26: Current producer participants:2 Crocked Pots – Cohocton, NYHavill Pottery – Prattsburgh, NYHands On Glass Studio – Corning, NYHeavenly Sunset Alpaca Farm – Addison, NYSoulshine Bead Studio – Corning, NYAnnaMarri Soy Candles – Corning, NYBennett’s Clay Studio – Bath, NYTask Force formed to develop the program elements, criteria, and communications tools. Store areahas been created and branded within the Information Center of Corning. Map highlighting producerlocations has been included to help visitors visit the producer sites. Story boards about each producerahs been developed and produced to tell the master crafted story about the producer and his/herproduct. Media unveil during National Travel & Tourism Week. Additional producers are interested

21

in coming on board. Pilot location opened on May 22 in time for GlassFest. Some sales – specifics tobe reported later.

June: Evaluate program launch and identify opportunities. Review program’s effectiveness withparticipating producers. Continue to recruit producers and begin developing communication channelsfor the brand.

2014 Budget - Final 1-28-14

2013 Budget

2013 Budget

YE Forecast 2014 Budget Explanation

1 INCOME

2 Steuben County Room Tax Allocation 712,550.00$ 712,550.00$ 669,550.00$

3 Special Research Allocation - 2013 only 86,011.20$ 86,011.20$ -$

4 NYS Matching Grant 64,113.00$ 64,113.00$ 60,319.93$

5 Southern Tier Outdoor Show CFA grant (4070) 44,217.00$ Market NY grant from REDC reimbursable grant

6 Cooperative Marketing Partners (4100) 36,000.00$ 22,755.00$ 20,000.00$ reduction in coop praticipants

7 In-kind Coop (4101) 800.00$ 1,000.00$

8 Interest (4200) 500.00$ 392.66$ 300.00$

10 Other Income (4300) 100.00$ 241.34$ 100.00$

11 Total 899,274.20$ 886,863.20$ 795,486.93$

12 EXPENSES

13 MARKETING & PROMOTION

14 MATCHING FUNDS (includes Matching Grant from NYS)

15 Optional Regional Programs (6202) 38,398.00$ 38,748.00$ 36,336.00$ % required by grant

16 REGIONAL SUBTOTAL 38,398.00$ 38,748.00$ 36,336.00$

17 Production & Printing (6126) 50,503.80$ 55,422.98$ 56,576.86$

18 Internet & E-Tourism Promotions (6141)

19 Sales Initiatives (6102) -$

20 Advertising (6101) 39,325.00$ 53,100.00$ 27,727.00$

21 Postage (6132)

22 Paid Brochure Distribution (6104) 1,195.00$

23 Photography/Video (6127))

24 Public Relations (6121)

25 COUNTY SUBTOTAL 89,828.80$ 109,717.98$ 84,303.86$

26 TOTAL MATCHING FUNDS 128,226.80$ 148,465.98$ 120,639.86$

27 2013 Budget

2013 Budget


28 GENERAL FUNDS

29 Advertising (6101) 54,308.00$ 40,953.00$ 42,845.00$

30 Sales Initiatives & Trade Shows (6102) 27,185.00$ 26,020.61$ 20,435.00$

31 Reimburse Personal Auto Use Expense (6103) 2,000.00$ 1,585.15$ 1,500.00$

32 Public Relations (6121) 15,000.00$ 13,981.10$ 7,130.41$

33 Production & Printing (6126) 13,496.20$ 9,691.32$ 3,790.00$ in matching funds section above

34 Meetings (6131) 8,000.00$ 5,884.84$ 5,350.00$ Kevin's new position = more mtgs

35 Paid Brochure Distribution (6104) 2,848.00$ 4,588.03$ 2,565.00$

36 Postage (6132) 16,250.00$ 16,062.98$ 15,000.00$

37 TG Distribution - Rental vehicle (6133) 600.00$ 97.60$ 97.00$ most cost transferred to paid distribution

38 Guest Services Training (6135) 2,000.00$

39 Photography/Video (6127) 1,500.00$ 470.73$ 2,385.91$

40 eTourism Promotions (6141) 89,812.97$ 74,402.52$ 118,000.00$ incl $53k for website redesign

41 20th Anniversary Event - expenses (6991) 531.65$

42 Coolest Town/Roadtrip Expenses -$ -$ one time event

43 Southern Tier Outdoor Show grant expense (6055) 44,217.00$ grant related expenses

44 Salaries - Marketing (5001) 204,819.00$ 204,819.00$ 204,819.00$ flat for all staff

45 Payroll Taxes - Marketing (5002) 17,664.88$ 16,353.34$ 16,323.54$

46 Fringe Benefits - Mktg (5010, 5011, 5012) 30,773.86$ 27,198.02$ 24,047.32$ actual medical rates

47 Program Development -$

48 Finger Lakes Regional Cooperative Programs -$ -$ -$ included in MF and 6101 or 6102

49 TOTAL GENERAL FUNDS $ 484,257.91 $ 442,639.89 $ 510,505.1750 Marketing Subtotal 612,484.71$ 591,105.87$ 631,145.03$

51 Salaries - Administrative (5001) 59,363.00$ 48,288.17$ 59,723.00$ full staff levels for all of 2014

52 Payroll Taxes - Administrative (5002) 5,962.93$ 4,837.38$ 4,903.44$

53 Fringe Benefits (5010, 5011, 5012) 5,740.24$ 4,164.02$ 5,466.59$

54 Subtotal 71,066.17$ 57,289.57$ 70,093.03$

55

56 EDUCATION

57 Education (7001) 6,000.00$ 6,215.53$ -$

58 Subtotal 6,000.00$ 6,215.53$ -$

59 MARKETING GRANTS & CONTRACTS

60 Visitor Services Contracts (5101) 47,187.00$ 41,163.00$ -$ county contracting directly in 2014

61

62 Subtotal 47,187.00$ 41,163.00$ -$

63 2013 Budget

2013 Budget


64 RESEARCH

65 Strategic Planning & Research (6134) 98,000.00$ 104,118.88$ 6,000.00$

66 Subtotal 98,000.00$ 104,118.88$ 6,000.00$

67 OVERHEAD/OTHER

68 Recruiting -$

69 Membership Dues & Filing Fees (8001) 5,600.00$ 6,716.87$ 5,990.87$

70 Professional Fees (8002) 6,400.00$ 6,400.00$ 6,600.00$

71 Outside Services (8003) 900.00$ 1,738.00$ 500.00$

72 Publications/manuals/books (8004) 270.00$ 254.45$ 260.00$

73 Office Supplies (8005) 6,000.00$ 5,422.85$ 4,800.00$

74 Telephone (8011) 3,243.00$ 3,627.87$ 3,224.00$ less conf calls w/o research project

75 Cell phone (8012) 2,200.00$ 2,469.31$ 2,300.00$

76 Internet Access (8013) 1,229.40$ 1,290.57$ 1,578.00$

77 Rent (8021) 13,833.92$ 13,833.96$ 14,249.00$

78 Insurance (8031) 1,900.00$ 2,584.35$ 3,439.00$dropped by old carrier due to amount staff travels -

$1539 dif

79 Office Cleaning (8041) 2,700.00$ 3,157.17$ 2,000.00$ contract rebid - $2446 dif in 2013, rebid for 2014

80 Equipment Lease & Maintenance (8051) 1,757.00$ 1,497.28$ 1,785.00$

81 Computer System Maintenance (8102) 4,000.00$ 7,427.54$ 7,083.00$

82 Computer Equipment Purchase (8103) 3,000.00$ 614.51$ 750.00$

83 Computer Software Subscription (8104) 5,791.00$ 28,821.51$ 30,570.00$reclassed all software from functional locations - 2014;

change in database system - $23,522 dif

84 Computer Software Purchase (8105) 300.00$ (383.69)$ -$

85 Office Furniture Purchase (8061) -$ -$ -$

86 Interest (8201) 20.00$ -$ -$

87 Penalties & Interest for Taxes (8205) 1,841.05$ -$ penalty for late payment

88 Bank Fees (8006) 100.00$ 71.03$ 50.00$

89 Misc Expense (8211) 150.00$ 50.71$ 70.00$ Canadian foreign transaction fees

90 Depreciation (8301) 5,142.00$ 3,806.88$ 3,000.00$91 Subtotal $ 64,536.32 $ 91,242.22 $ 88,248.8792 TOTAL 899,274.20$ 891,135.07$ 795,486.93$

93 Net Surplus (Deficit) -$ (4,271.87)$ 0.00$ unplanned exp mid year = $32,760 (2013)

2014 proposed salaries - flat

to 2013 base salary life ins IRA match

90% Health -

actual

90% Dental -

actual Total

Visitor Exp Mgr 36,690.00$ 69.00$ 1,100.70$ 5,046.86$ 302.40$ 37,859.70$

E-Mktg Mgr 43,184.00$ 42.00$ 1,295.52$ 5,046.86$ 302.40$ 44,521.52$

Comm Mgr 38,192.00$ 30.00$ 1,145.76$ 0* 302.40$ 39,367.76$

DOSM 58,635.00$ 48.00$ 1,759.05$ 5,046.86$ 302.40$ 60,442.05$

Pres 74,581.00$ 87.00$ 2,237.43$ 5,046.86$ 302.40$ 76,905.43$

*Bookkeeper - P/T $13,260 -$ -$ -$ -$ 13,260.00$

TOTAL 264,542.00$ 276.00$ 7,538.46$ 20,187.44$ 1,512.00$ 272,356.46$

Marketing Salaries (5001) Fringe Benefits (5010-5012)

Vist Exp Mgr = 75% 27,517.50$ 4,889.22$ 51.75$

E-Mktg Mgr = 100% 43,184.00$ 6,686.78$ 42.00$

Comm Mgr = 100% 38,192.00$ 1,478.16$ 30.00$

DOSM = 100% 58,635.00$ 7,156.31$ 48.00$

Pres = 50% 37,290.50$ 3,836.85$ 43.50$

TOTAL 204,819.00$ 24,047.32$ 215.25$

Admin Salaries (5001) Fringe Benefits (5010-5012)

Vis Exp Mgr = 25% 9,172.50$ 1,629.74$ 17.25$

Pres = 50% 37,290.50$ 3,836.85$ 43.50$

*Bookkeeper - P/T 13,260.00$ -$ -$

TOTAL 59,723.00$ 5,466.59$ 60.75$

Marketing - Payroll Taxes (5002-5004) 16,323.54$ Total Payroll Taxes

Vist Exp Mgr = 75% 2,263.72$ Vist Exp Mgr 3,018.29$

E-Mktg Mgr = 100% 3,427.50$ E-Mktg Mgr 3,427.50$

Comm Mgr = 100% 3,089.63$ Comm Mgr 3,089.63$

DOSM = 100% 4,619.69$ DOSM 4,619.69$

Pres = 50% 2,923.00$ Pres 5,846.00$

TOTAL 16,323.54$ Bookkeeper 1,225.89$

Admin - Payroll Taxes (5002-5004) 4,903.44$

Vis Exp Mgr = 25%

Pres = 50% 2,923.00$

*Bookkeeper - P/T 1,225.89$

TOTAL

*$17/hr for 15 hrs per week max for 52 weeks

Prepared On: 05/28/2014Prepared By: Peggy Coleman

Executive Summary

For Jan 1, 2014 to May 26, 2014

# of Inquiries For % of Inquires

Number of inquiries where physical address is present 99 8.08%

Number of inquiries where email address is present 0 0.00%

Number of records with both 1127 91.92%

Number of records with neither 0 0.00%

Totals 1226

Top 20 by State/Province # of Inquiries % of Inquires

PA 326 26.59%

NY 231 18.84%

ON 148 12.07%

OH 107 8.73%

NJ 103 8.40%

MA 39 3.18%

MD 37 3.02%

CT 30 2.45%

VA 26 2.12%

IL 20 1.63%

QC 17 1.39%

FL 16 1.31%

NC 9 0.73%

WI 8 0.65%

MI 7 0.57%

** 7 0.57%

CA 7 0.57%

CO 6 0.49%

VT 6 0.49%

TN 5 0.41%

All Others 61 4.98%

No State 10 0.08%

Totals 1226

Top 20 by DMA # of Inquiries % of Inquires

501 - NEW YORK 184 18.06%

504 - PHILADELPHIA 118 11.58%

566 - HARRISBURG-LNCSTR-LEB-YORK 71 6.97%

508 - PITTSBURGH 64 6.28%

510 - CLEVELAND 60 5.89%

577 - WILKES BARRE-SCRANTON 57 5.59%

514 - BUFFALO 37 3.63%

511 - WASHINGTON, DC 31 3.04%

506 - BOSTON 24 2.36%

532 - ALBANY-SCHENECTADY-TROY 22 2.16%

533 - HARTFORD & NEW HAVEN 21 2.06%

512 - BALTIMORE 21 2.06%

538 - ROCHESTER, NY 19 1.86%

574 - JOHNSTOWN-ALTOONA 18 1.77%

555 - SYRACUSE 17 1.67%

535 - COLUMBUS, OH 16 1.57%

565 - ELMIRA 14 1.37%

602 - CHICAGO 13 1.28%

523 - BURLINGTON-PLATTSBURGH 13 1.28%

502 - BINGHAMTON 12 1.18%

All Others 187 18.35%

Totals 1019

InterestID Description # of Inquiries % of Inquires

1 All 522 12.07%

4 Events & Festivals 479 11.07%

13 Dining 476 11.00%

10 Wine 465 10.75%

7 Museums 412 9.52%

6 Glass 397 9.18%

5 History 378 8.74%

9 Shopping 363 8.39%

12 Art 272 6.29%

3 Family Fun 222 5.13%

8 Hunting/Fishing/Outdoors 177 4.09%

2 Aviation 98 2.27%

11 Women Only Weekends 65 1.50%

Totals 4326

Top 20 by All Interest then DMA Ranking

DMA # of Inquiries % of Inquires

501 - NEW YORK 88 20.37%



510 - CLEVELAND 25 5.79%



514 - BUFFALO 17 3.94%

555 - SYRACUSE 14 3.24%


506 - BOSTON 11 2.55%

538 - ROCHESTER, NY 11 2.55%

512 - BALTIMORE 9 2.08%


535 - COLUMBUS, OH 8 1.85%



565 - ELMIRA 6 1.39%


516 - ERIE 5 1.16%

521 - PROVIDENCE-NEW BEDFORD 4 0.93%


Totals 432

Top 20 by Art Interest then DMA Ranking


501 - NEW YORK 36 16.22%


510 - CLEVELAND 15 6.76%







506 - BOSTON 6 2.70%

512 - BALTIMORE 5 2.25%

535 - COLUMBUS, OH 5 2.25%

555 - SYRACUSE 4 1.80%

518 - GREENSBORO-H.POINT-W.SALEM 4 1.80%



526 - UTICA 3 1.35%

556 - RICHMOND-PETERSBURG 3 1.35%

602 - CHICAGO 3 1.35%

548 - WEST PALM BEACH-FT. PIERCE 3 1.35%


Totals 222

Top 20 by Aviation Interest then DMA Ranking



501 - NEW YORK 9 11.54%


510 - CLEVELAND 5 6.41%


543 - SPRINGFIELD-HOLYOKE 4 5.13%





622 - NEW ORLEANS 2 2.56%

512 - BALTIMORE 2 2.56%

555 - SYRACUSE 2 2.56%

556 - RICHMOND-PETERSBURG 2 2.56%

506 - BOSTON 2 2.56%


560 - RALEIGH-DURHAM 1 1.28%

569 - HARRISONBURG 1 1.28%


575 - CHATTANOOGA 1 1.28%


Totals 78

Top 20 by Dining Interest then DMA Ranking


501 - NEW YORK 63 16.03%




510 - CLEVELAND 26 6.62%



506 - BOSTON 11 2.80%


514 - BUFFALO 10 2.54%

512 - BALTIMORE 9 2.29%

535 - COLUMBUS, OH 8 2.04%




602 - CHICAGO 6 1.53%

555 - SYRACUSE 4 1.02%

536 - YOUNGSTOWN 4 1.02%

515 - CINCINNATI 4 1.02%



Totals 393

Top 20 by Events & Festivals Interest then DMA Ranking


501 - NEW YORK 60 15.15%




510 - CLEVELAND 25 6.31%



514 - BUFFALO 13 3.28%


506 - BOSTON 10 2.53%


535 - COLUMBUS, OH 8 2.02%

512 - BALTIMORE 8 2.02%


602 - CHICAGO 7 1.77%


565 - ELMIRA 6 1.52%





Totals 396

Top 20 by Family Fun Interest then DMA Ranking


501 - NEW YORK 32 16.84%


510 - CLEVELAND 10 5.26%




514 - BUFFALO 7 3.68%




506 - BOSTON 5 2.63%


512 - BALTIMORE 4 2.11%

516 - ERIE 3 1.58%

535 - COLUMBUS, OH 3 1.58%

555 - SYRACUSE 3 1.58%

602 - CHICAGO 3 1.58%


565 - ELMIRA 3 1.58%

622 - NEW ORLEANS 2 1.05%


Totals 190

Top 20 by Glass Interest then DMA Ranking


501 - NEW YORK 55 16.57%


510 - CLEVELAND 24 7.23%








506 - BOSTON 7 2.11%

512 - BALTIMORE 7 2.11%

514 - BUFFALO 7 2.11%

602 - CHICAGO 7 2.11%

535 - COLUMBUS, OH 6 1.81%

555 - SYRACUSE 5 1.51%



526 - UTICA 4 1.20%



Totals 332

Top 20 by History Interest then DMA Ranking


501 - NEW YORK 50 15.77%



510 - CLEVELAND 20 6.31%





506 - BOSTON 9 2.84%

512 - BALTIMORE 9 2.84%

535 - COLUMBUS, OH 9 2.84%


602 - CHICAGO 6 1.89%


514 - BUFFALO 5 1.58%



555 - SYRACUSE 4 1.26%

803 - LOS ANGELES 4 1.26%

613 - MINNEAPOLIS-ST. PAUL 3 0.95%


Totals 317

Top 20 by Hunting/Fishing/Outdoors Interest then DMA Ranking


501 - NEW YORK 22 14.97%






510 - CLEVELAND 7 4.76%

506 - BOSTON 5 3.40%



565 - ELMIRA 4 2.72%

555 - SYRACUSE 3 2.04%

542 - DAYTON 3 2.04%


514 - BUFFALO 3 2.04%


526 - UTICA 2 1.36%

512 - BALTIMORE 2 1.36%


538 - ROCHESTER, NY 2 1.36%


Totals 147

Top 20 by Museums Interest then DMA Ranking


501 - NEW YORK 60 17.39%



510 - CLEVELAND 20 5.80%




512 - BALTIMORE 9 2.61%

506 - BOSTON 9 2.61%



602 - CHICAGO 6 1.74%


565 - ELMIRA 5 1.45%

535 - COLUMBUS, OH 5 1.45%


514 - BUFFALO 5 1.45%



555 - SYRACUSE 4 1.16%


Totals 345

Top 20 by Shopping Interest then DMA Ranking


501 - NEW YORK 41 13.99%


510 - CLEVELAND 23 7.85%




514 - BUFFALO 12 4.10%



512 - BALTIMORE 7 2.39%

506 - BOSTON 6 2.05%



535 - COLUMBUS, OH 4 1.37%


555 - SYRACUSE 4 1.37%

548 - WEST PALM BEACH-FT. PIERCE 3 1.02%

565 - ELMIRA 3 1.02%




Totals 293

Top 20 by Wine Interest then DMA Ranking


501 - NEW YORK 63 16.15%




510 - CLEVELAND 26 6.67%



514 - BUFFALO 11 2.82%

512 - BALTIMORE 10 2.56%


535 - COLUMBUS, OH 9 2.31%

506 - BOSTON 8 2.05%


602 - CHICAGO 8 2.05%





515 - CINCINNATI 4 1.03%

555 - SYRACUSE 4 1.03%


Totals 390

Top 20 by Women Only Weekends Interest then DMA Ranking



501 - NEW YORK 7 11.48%







512 - BALTIMORE 2 3.28%

555 - SYRACUSE 2 3.28%

565 - ELMIRA 2 3.28%

510 - CLEVELAND 2 3.28%


535 - COLUMBUS, OH 2 3.28%



544 - NORFOLK-PORTSMTH-NEWPT NWS 1 1.64%

617 - MILWAUKEE 1 1.64%

718 - JACKSON, MS 1 1.64%

514 - BUFFALO 1 1.64%

All Others 3 4.92%

Totals 61

Inquiry Tag # of Inquiries % of Inquires

Website Request 1116 95.63%

Bulk Request 50 4.28%

Phone Request 1 0.09%

Totals 1167

CorningFingerLakes.com

2014 January February March April May June July August September October November December Total

Users 7,863 11,258 17,719 16,686 53,526

Sessions 9,191 12,970 20,132 19,121 61,414

Page Views 32,963 39,857 57,342 60,218 190,380

Mobile visits

smartphone 1,820 2,811 6,305 4,878 15,814

tablet 228 2,043 2,985 3,023 8,279


Unique Visitors 6,067 6,179 9,017 11,041 13,763 15,436 19,593 19,451 7,995 9,263 5,793 5,570 129,168

Visits 6,745 6,981 10,361 12,980 16,373 18,491 23,494 23,628 9,286 10,710 6,617 6,287 151,953

Page Views 19,992 22,207 34,199 44,316 58,331 69,758 84,440 84,764 35,203 38,053 20,807 19,245 531,315

Mobile visits

smartphone 1,146 1,206 1,723 1,653 2,374 3,402 6,195 4,431 2,194 3,816 2,391 2,728 33,259

tablet 92 85 99 134 168 233 440 400 198 235 140 146 2,370

Market Segments of Website


Outdoors

Unique Visitors 997 855 1,216 1,496 4,564

Page Views 1,380 1,144 1,609 1,931 6,064

Women Only Weekends

Unique Visitors 917 734 987 809 3,447

Page Views 1,377 1,146 1,671 1,246 5,440

Wine & Beer

Unique Visitors 1,684 1,799 2,391 2,460 8,334

Page Views 2,233 2,341 3,051 3,137 10,762

Blog

Unique Visitors 413 923 1,624 767 3,727

Page Views 491 1,078 1,799 892 4,260

Travel Guide

Downloads 63 43 45 78 229

Page Views 153 117 165 162 597

Website requests 217 227 242 261 947

eNewsletter

Signups 58 88 147 118 411


Outdoors

Unique Visitors 569 436 666 765 1,003 1,450 1,814 1,933 1,048 914 935 720 12,253

Page Views 836 638 917 1,042 1,331 1,922 2,484 2,659 1,452 1,315 1,446 1,090 17,132

Women Only Weekends

Unique Visitors 825 564 628 660 612 631 744 785 580 511 306 272 7,118

Page Views 1,180 911 957 934 923 916 1,039 1,098 881 700 430 360 10,329

Wine & Beer

Unique Visitors 1,515 1,455 2,263 3,398 2,950 3,221 3,617 5,344 1,485 1,670 624 543 28,085

Page Views 2,088 2,074 3,198 4,795 4,025 4,398 4,977 7,340 1,973 2,289 839 701 38,697

Blog

Unique Visitors 507 406 566 491 644 622 948 832 559 895 641 390 7,501

Page Views 617 474 661 589 757 707 1,136 969 663 1,103 748 457 8,881

Travel Guide

Downloads 66 61 100 158 182 176 261 311 48 40 19 12 1,434

Page Views 64 92 137 258 261 236 369 417 59 42 18 7 1,960

Website requests 92 108 189 247 199 18 142 24 48 44 31 20 1,162

eNewsletter

Signups 4 5 10 47 32 12 13 10 19 23 18 14 207

Social Networks


Facebook fans 6,069 6,092 6,135 6,173

Facebook interactions 3,148 1,364 2,430 3,187 10,129

HSC FB fans 256 256 256 256

Tiffany & Treasures FB fans 608 609 609 1,253

Twitter followers 1,240 1,261 1,295 1,324

Pinterest impressions 6,922 5,765 3,529 1,855 18,071

JackRabbit referrals 100 179 233 183 695


Facebook fans 4,964 5,164 5,239 5,236 5,900 5,930 5,942 5,970 6,011 6,014 6,033 6,027

Facebook interactions 2,711 2,787 546 501 3,363 1,617 1,349 1,817 2,326 1,472 1,438 1,409 21,336

HSC FB fans 239 241 240 241 241 244 246 247 247 249 254 256

Tiffany & Treasures FB fans 339 338 338 336 606 608 609 614 613 612 610 609

Twitter followers 844 865 892 921 965 1,006 1,048 1,095 1,132 1,161 1,191 1,208

Pinterest impressions 2,402 1,331 1,507 1,541 1,288 6,221 3,154 1,815 3,480 4,599 27,338

JackRabbit referrals 215 290 361 438 653 684 780 955 324 347 150 49 5,246

Website traffic

CorningFinger Lakes.com April '14 April '13 YOY % YOY

Unique Visitors 16,686 11,041 5,645 51.13%

Visits 19,121 12,980 6,141 47.31%

Page Views 60,218 44,316 15,902 35.88%

Mobile visits

smartphone 4,878 1,653 3,225 195.10%

tablet 3,023 134 2,889 2155.97%

Market Segments of Website April '14 April '13 YOY % YOY

More statistics


TripAdvisor

Corning businesses 75 76 77 77

Corning reviews

Corning rating in Finger Lakes 16 16 16 16 16

Hammondsport businesses 55 55 54 54

Hammondsport reviews

Hammondsport rating in Finger Lakes 21 19 20 20 19

New York Zip codes

Website 1,005 1,322 2,273 2,607 2,549 9,756 10001-11250

Web 2013 735 626 1,090 1,598 2,264 2,548 2,754 3,334 940 887 486 414 17,676

Facebook 162 163 172 173 212

FB 2013 138 148 146 136 167 158 161 158 156 161 160 158

Travel Guide requests 1 8 11 4 24

eNewsletter signups 0 4 4 0 8

Harrisburg

Website 269 283 450 363 1,365 17001-17200

Web 2013 163 182 311 392 429 489 571 585 226 250 101 76 3,775

Facebook 17 19 20 21

FB 2013 14 14 14 14 15 17 17 17 17 18 18 18



Philadelphia

Website 505 585 1,001 999 3,090 19001-19255

Web 2013 341 344 539 848 1,176 1,203 1,324 1,337 387 387 182 161 8,229


FB 2013 31 33 35 32 45 45 45 45 47 48 45 46



Toronto

Website 111 177 279 308 875 M3C 0C1-M4C 5K5

Web 2013 71 67 168 242 428 430 568 661 121 105 51 32 2,944


FB 2013 0 0 0 0 15 18 19 16 17 17 15 15



Packages

Listings 35 33 37 37

Page Views 4,145 4,800 5,612 5,315 4,460 24,332

PV 2013 3,278 3,226 4,210 5,171 3,600 3,409 3,752 5,469 1,795 1,314 859 1,084 37,167

Events

Page Views 6,628 8,279 12,985 13,251 12,668 53,811

PV 2013 4,518 5,263 7,855 7,776 12,279 19,127 25,977 19,648 10,034 14,086 8,163 7,588 142,314

Packages + Events

2014 10,773 13,079 18,597 18,566 17,128 0 0 0 0 0 0 0 78,143

2013 7,796 8,489 12,065 12,947 15,879 22,536 29,729 25,117 11,829 15,400 9,022 8,672 179,481

YOY 2,977 4,590 6,532 5,619 1,249 -22,536 -29,729 -25,117 -11,829 -15,400 -9,022 -8,672 -101,338

%YOY 38% 54% 54% 43% 8% -100% -100% -100% -100% -100% -100% -100% -56%

Documents

Mission & Vision Statements · College Educated or more ... the wineries collectively, and Keuka Lake/natural scenic beauty. While these are the main attractors to the county, there