Region 5 RCMP February 1, 2011 – REPORT Southern Oregon Visitors Association

Region 5 RCMP

February 1, 2011 – REPORT

Southern Oregon Visitors Association

February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association

Strategies• Five strategies are featured in the Region 5 RCMP for the period July 1,

2010 – June 30, 2011.• Each is consistent with strategies identified in previous plans.• Specific goals/tactics within each strategy are described on the following

pages, and in the approved plan, which is posted on the Travel Oregon industry site, and on www.southernoregon.org/partners.

• Following each description is a February 1, 2011 status report.• The five strategies are:

1. Training2. Research3. Internet Marketing4. Niche Consumer Advertising5. PR/Trade Shows/Outreach Marketing

http://www.southernoregon.org/partners


Programs/TacticsStrategy 1: Training

Programs/Tactics

Notes…RCMP Task Force/Marketing Committee is very committed to this concept and feels it is absolutely essential to the health and prosperity of the industry in Southern Oregon. Via partnership with area DMOs, offering classes throughout the region. Program customizations like secret shopping, MUST SEE collateral, funding matrix by county to ensure equitable allocation, leverage of RCMP dollars by private and public partner investments. Partnership with Travel Oregon has allowed us to offer these services on the South Coast as well.RCMP dollars were originally earmarked for training, and Southern Oregon continues to honor the use of these resources for this very important endeavor.

Two Class OptionsIn a continuing effort to encourage great customer service throughout Southern Oregon, SOVA continues to offer two 2010-2011 Customer Service Classes. The first 300 attendees are funded by RCMP dollars. The funds are allocated among Southern Oregon counties, based on the amount of lodging tax collected per region. One class is designed for the front line staff, the other for management staff. We extend the relevance of training by incorporating community-specific information, and by training to deficiencies observed during ‘secret shopping’ research done in advance of the class.


Feb. 1, 2011 ReportStrategy 1: Training

• Generally, the majority of customer service training takes place in early spring. The past six months have been extremely busy, however, which suggests partners throughout the region are becoming increasingly familiar with the training and are establishing classes during the shoulder season or, in some cases, in preparation for the holiday season.

• The affordability of the training is also a great benefit for DMOs. For a nominal buy-in, DMOs can fulfill their responsibility to provide hospitality training in their respective communities. Working together, we can create training that is much more impactful and relevant, and we can put together creative approaches, such as classes + wine tasting, or classes + a jetboat trip, and so on.

• For the period of this report, SOVA has trained 168 tourism and hospitality professionals in Southern Oregon.


Feb. 1, 2011 ReportStrategy 1: Training

• We conducted a very large class at Crater Lake (July 14, 2010). 45 employees of both the NPS and Xanterra attended.

• Other classes conducted in this report period include: Upper Rogue/Prospect, two in Klamath Falls, and a very large (63 attendees) class in Jacksonville.

• The success of the Jacksonville class demonstrates another benefit of training, because it can bring a community together for the greater good. Jacksonville has been challenged with fractured politics and difficult relations between the Chamber and the local business association. SOVA was steadfast in asserting that customer service training needed to involve everyone – in both groups. Coming together for the training, and for the refreshments and networking afterward, was the first time these two groups had worked together. We hope to help support that momentum for the benefit of all – and the region.

• Our training contractor (Sue Price) continues to adapt and enhance the curriculum. She creates customized slides for each class to freshen training modules. Secret shopping is a key component.

• As in previous years, we identify (within the budget) how many individuals can be trained in a given county or community. These direct funds are leveraged by in-kind contributions and financial support from DMOs, businesses, etc.

• We anticipate there will be interest once again for training on the south coast, and hope to receive support again from Travel Oregon (via Scott West’s department) to offer that training as before.


Programs/TacticsStrategy 2: Research

Programs/TacticsNotes…Research remains a huge priority.

1) Visitor Profile: this project is complete, and a copy of the comprehensive report is available online at www.southernoregon.org/partners We have two full years of surveys and more than 10,000 samples.

2) We are also continuing as before to participate in the Longwoods research with Travel Oregon.

3) When we were tasked with reducing the RCMP by 15%, research was one of the areas in which we made cuts. We still hope, at some point, to complete analysis of the 40,000+ records we have from consumers ordering the Southern Oregon Vacation Guide via the online form. There are at least eight responses per consumer, offering details on travel route, interests, and other important considerations. We have never had sufficient resources to study these. We would also like to complete fulfillment and advertising conversion studies; surveying recipients of the Southern Oregon Vacation Guide to determine whether the guide motivated them to travel to Southern Oregon.



Feb. 1, 2011 ReportStrategy 1: Research

• With the changes in the Longwoods Profile, we have placed the budgeted $10,000 ($5,000 for two years) investment back into the RCMP fund.

• There are several research projects we may reconsider (these are summarized on the previous slide). Other considerations would be to use the resource for advertising, training, PR, or trade shows.

• At the next meeting of the SOVA Marketing/RCMP Committee, chair Bob Hackett will explore various options with the group.

• As always, we will communicate closely with Travel Oregon as plans develop.


Programs/TacticsStrategy 3: Internet Marketing

Programs/TacticsNotes…Extends work in niche consumer advertising by designing websites and/or contests and social media campaigns to print campaigns.Content development is a constant challenge, and an enduring goal of this strategy. The integration of social media continues to be a priority: increase fans on Facebook, followers on Twitter, and significant advances on our Travel Southern Oregon blog. Offer opportunities for consumers to create content. We scratched the surface of this strategy, but have numerous goals, including integrating trade shows, ad campaigns (print, radio, online), and user-created content – possibly all centered around the key shows/markets (Northern California).Develop suggested drives/itineraries online as animated maps, for leisure travel market, both domestic and International.Suggested itineraries for FIT and tour group market, both International and domestic, as animated maps.Streaming video from Travel Channel Europe and Southern Oregon DVD project done in partnership with economic development.


Feb. 1, 2010 ReportStrategy 3: Internet Marketing

July through December 2010 saw significant progress in the strategy areas:– Continued investment in Google ads/key words (rogue river, crater lake) to boost rankings and

improve traffic;– Fully integrated content across all social media platforms with automatic feeds two and from

platforms;– Regular updates to blogs, and links to other good Southern Oregon travel blogs;– Very active on Twitter (current 1,159 follow)– Facebook page advertising still fairly modest, but we look forward to the added momentum and

opportunity of the TravOR Facebook campaign.– Working with partners throughout the region to teach (through presentations to hotel/motel

groups, marketing committees, and other small groups) key aspects of Web 2.0, and to share what we’re doing, what we’ve learned, and where we hope to go from here;


Feb. 1, 2010 ReportStrategy 3: Internet Marketing

– Encouraging the integration of content from area partners by actively seeking partnerships, blog exchanges, cross-linking from all platforms, etc.

– We’ll depart from what was, for us, a traditional Internet tie-in – that is, the creation of a specific website for a particular print or online campaign. We have found that these “co-op websites” (as we call them), while once very effective, are becoming much less relevant. Instead, beginning with the Travel Oregon Trip Planner co-op, we’ll be using a Facebook campaign (probably photo contest for best southern Oregon vacation memory – still working on this concept – with a contest/giveaway incentive).

From July 1, 2010 – December 31, 2010 - FB insights (summary)Interactions , increase 269% New Likes , increase 46% (now at

1,056)

Twitter – grew from 350 followers to 1,150


Programs and TacticsStrategy 4: Niche Consumer Advertising

Programs/TacticsNotes…Various advertising mediums (print, Internet, radio, et al) centered around the 2009-2011 brand and positioning developed by the Marketing/RCMP committee. We’ve made a subtle shift to develop messages around three types of travelers:1) Exploring adventures – active vacationers, golf, boating, jetboats, fishing, rafting, snowsports.2) Good life – wine, culinary, theater, festivals, museums & galleries.3) Nature’s best – unlimited outdoor opportunities, campgrounds, trails, wildlife viewing, hiking.

Extends the work of previous years by focus on defined markets, and on the International market, primarily in Western Europe and Canada, as part of Travel Oregon’s International.Extends the work of previous years by focus on defined markets, and on the International market.Continued effort aimed at creating a campaign that provides the opportunity for businesses to support with a retail message and to leverage RCMP funding.Continue to support and leverage the Travel Oregon brand by integrating design elements into our materials.Continue branding ads in key niche markets and add adjoining retail ads to feature specific businesses in a niche area. These supporting ads will be funded through SOVA’s proven co-op format. These retail ads will help ensure that direct leads are generated for business follow up.



Programs/TacticsNotes…

In 2009, SOVA’s board of directors and marketing committee refined the positioning statement:•Southern Oregon offers the ultimate road trip with a diversity of natural and authentic experiences, unmatched in Oregon, filled with value, spirited people, world-renowned attractions, and diverse landscapes.

“Paying off” this positioning are these unique selling propositions:* World-renowned attractions: Rogue River, Steens Mountains, Umpqua River fly fishing, beaches, Bandon Dunes, Crater Lake, Oregon Shakespeare Festival* Passionate People: authenticity, rural pride, funky friendliness* Rich History: Jacksonville, oldest wine region, tribal history, Applegate Trail* Quality and abundance of scenic byways* Diversity of natural experiences: wild rivers, fishing, whitewater adventures, mountains, lakes, sunny weather



Programs/TacticsNotes… Creative Example (draft)This extends the creative approach we have been using for a little over a year and includes some refreshed copy with strong emphasis on Southern Oregon as a place to truly CONNECT … by DISCONNECTING!


Feb. 1, 2011 Report Strategy 4: Niche Consumer Advertising

Current marketing opportunities can be found at www.southernoregon.org/partners. Nearly all of the campaigns listed above are SOVA partner funded (not RCMP). A financial summary at the end of this report shows RCMP resource allocations for strategies described in this report.

DATE CAMPAIGN DESCRIPTION

August 2010 Sunset Magazine (also included May 2010)335,000 cir / 700,000 readers, two half-page color ads plus website & reader service

July 2010 American Road (Summer 2010)15,000 cir / 45,000 readers, shared full-page color ad, bonus 1/6 ad, online PDF tour maps, leads plus website

July 20101859 Magazine 'Oregon Lifestyle' (Summer 2010)

30,000 cir / 150,000 impressions, half-page color ad, three-month spotlight profile w/ online promotion, eblasts, plus website

July 2010 Backpacker MagazineJuly/August Issue 2010, State of Oregon special section "Ultimate Oregon" - ad and advertorial

July 2010 Pocket Map - Crater Lake & Scenic Drives 150,000 printed maps / 450,000 readers, highlights scenic byways & Crater Lake

July 2010 Golf Digest Insert Insert running in WA, OR, CA / split with COVA

July 2010 Discover America Ad buy coordinated through Travel Oregon/International

July 2010 San Francisco Online

9,340,000 impressions / 11,000 clickthrus / 14,000 page views (campaign stats). Three-week online campaign aimed at the Bay Area using variety tools including Trip Advisor, Google & Yahoo ads, banner ads high traffic media sites, streaming video & hotlinks, coupons & web specials

July 2010 Horizon - In flight magazine425,000 impressions / 16-page feature editorial on Southern Oregon w/ partner advertising

October 2010Oregon Bounty - Northern California newspaper insert

60,000 copies / 150,000 readers. Four-page color newspaper insert, leveraging Travel Oregon Oregon Bounty campaign messaging and brand. Also pre-sells holiday shopping in Southern Oregon & fall travel.

September 2010 Sacramento Online

10,000,000 impressions. Two-week campaign, variety online tools including geo-targeting Trip Advisor, Google & Yahoo banner ads, other ads on high traffic media websites. 6,000,000 impressions. Priority listings and coupons.



Programs and TacticsStrategy 5: PR/Trade Shows/Outreach Marketing

Strategy 5.1: PR

Content development, relationship building, coordination, itinerary planning

and implementation.

Proactive press releases and travel writer contacts; Create, coordinate, host, and

otherwise engage fully in frequent travel writer trips, FAMs, NTA receptions, and other activities, investment is leveraged

by comps acquired from providers.

Strategy 5.2: Trade Shows

Coordinate consumer and group/International show opportunities. Identify the appropriate and useful level of participation by our regional reps to avoid duplications and ensure that the

investment is worthwhile.

Identify trade show opportunities that are the proper fit for our customer base,

niche markets, geographic target, and budget.; Coordinate regional brand

presence at shows by developing buy-in opportunities with partners and creating

a proven and effective cooperative approach; Focus on three-five consumer shows/yr in Northern California and LA; focus on two International shows/year

(Pow Wow and Go West).

Strategy 5.3:

Create opportunities for partner involvement in research trips, FAMs, etc

Develop relationships with regional contacts by coordinating travel writer

FAMs, conducting research (e.g. visiting sites, developing itineraries), and overall seeking to ensure an equitable exposure for all areas throughout the region in the

products we create for PR and Trade Show uses.


Feb. 1, 2011 ReportStrategy 5: PR/Trade Shows/Outreach Marketing

Strategy 5.1: PR/Travel Writers

We are constantly seeking to deepen relationships with travel writers and editors on our prospect list – those we have worked with

before, or who have expressed interest in Southern Oregon.

We actively use HARO to identify and respond to interesting possibilities, and we enthusiastically

coordinate FAMs and experiences for writers referred to us by Travel Oregon and/or other

partners.Among other projects in this area, we are currently developing a complete, 10-day

Southern Oregon FAM for a prominent NW writer who will be visiting in the spring.

Strategy 5.2: Trade Shows

From July 1 – December 31, our activity in this area is confined to research, sales, and coordination (since the

majority of shows occur in the spring.Planned shows for the entire RCMP period include:

Sunset Celebration Weekend; Sacramento Sports Show; Pow Wow; Go West; potentially Canada sales mission.For an extremely reasonable buy-in, our partners can

participate in a Southern Oregon show presence, which yields not only a larger footprint on the show floor, but

adds dimension and depth to the experiences we’re selling. Other partners choose to send their collateral,

rather than attend and work the show. SOVA assumes the bulk of the costs, coordination, leads

management, supplies, etc.



Strategy 5.3: Outreach Marketing (groups, receptives) and general industry relations

Various endeavors fall into this strategy, including: ORB workshop coordination; Fujian Sister State activities (we coordinated a large-scale FAM for the US Consul General and other dignitaries); Welcome Center conference training and outreach; ORLA and other

industry groups, and many other activities.We enthusiastically support research trips to the region and are fully engaged in

coordination and other activities as needed. A number of these took place during this report period, with most of the opportunities brought to us by Travel Oregon. We relish

the opportunity to create FAMs and produce special regional dinners where our VCB partners and lodging establishments can make direct contact and hopefully develop

business as a result. For the report period, some of the noteworthy contacts who have visited our region

include Hotel Beds; the French tour operators that Travel Oregon brought through (who work with Rocky Mountain Tours – they have already booked business in Southern

Oregon); and Sports & Leisure (we coordinated four different FAMs for this – Klamath Falls, July; Ashland, holidays; South Coast, December; and Coos Bay, December.



Strategy 5.3: Outreach Marketing (groups, receptives) and general industry relations

We continually update our tour itineraries and have a special section on our website for group tour planners. We have also continued to work on developing a relationship with

Northern California attractions, CVBs, and so on; we believe this type of approach is critical since so many International and group tours depart from the SF Bay area.

A brand new program we are now developing is a unique partnership with a DMO (in this case, the Bandon Chamber of Commerce), where we schedule three days in a community,

using the first for a presentation to the relevant governing group – e.g. the City of Bandon – to talk about the potential economic impact of Int’l and group tour visitors to a community,

followed by two days of direct calls with the DMO rep to specific lodging establishments.The idea is to educate these hoteliers on this part of the business, and help them establish

the rates that will allow them to participate in Int’l and group tour visitors. We are structuring this program in a somewhat similar fashion to our training program, where we offer a real service to DMOs and partner with them to produce the best results. The bulk of

the cost is of course funded by SOVA, but we do need to establish a meaningful buy-in structure. More on this to come soon!



• SOVA commissioned a Grants Pass artist to create a new one-of-a-kind booth display. The hand-painted panels depict Southern Oregon scenes, and can be suspended in a variety of ways.

Strategy RCMP Income Budgeted

Partner/SOVA Income

Budgeted

Total Income Budgeted

Expenses (Actual)

Jul 1-Dec 31 2010

Expenses (Projected)

Jan 1-Jun 30 2011

1 – Training $8,000 $5,500 $13,500 $3,574 $9,926

2 – Research $10,000 $500 $10,500 $0 *

3 – Internet $10,000 $5,000 $15,000 $3,731 $11,269

4 – Niche Consumer Advertising

$41,000 $243,800 $284,800 $22,424 $262,376

5 – PR/Trade Shows/Outreach

Mktng

$40,000 $30,000 $70,000 $14,206 $55,794

FULFILLMENT $20,000 $20,000 $3,508 $16,492

ADMIN $10,000 $10,000 $6,763 $3,237

$10,500From research

budget; use TBA

TOTAL $139,000 $284,800 $423,800 $54,206 $369,594

Feb. 1, 2010 Report Budget 2009-2010

•Pending review and consideration by SOVA Marketing/RCMP Committee.

NOTE: It is possible that some strategies may finish the year under budget, in which case we will show deferred revenue into the next RCMP cycle.


Contact Information

Southern Oregon Visitors AssociationCarolyn S. Hill, CEO

Mailing Address:PO Box 1645 / Medford, OR 97501

Office Location:673 Market St. / Medford, OR 97504

Phone (541) 552-0520 / Fax (541) 552-1073

[email protected] [email protected] www.southernoregon.org

Industry website: www.southernoregon.org/partners

Documents

Region 5 RCMP February 1, 2011 – REPORT Southern Oregon Visitors Association