Region 5 RCMP Southern Oregon Visitors Association

Region 5 RCMPSouthern Oregon Visitors Association

Report Date: August 1, 2011Report Period: 7/1/2010 – 6/30/2011

August 1, 2011 FINAL 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 briefly

summarized on the following pages. *

.

• The five strategies are:

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

* Following each summary, please see slide labeled “Aug. 1, 2011 Final Report”


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. RCMP dollars were originally earmarked for training, and Southern Oregon continues to commit resources to meet a critical need.“Q Care” online is excellent. In Southern Oregon, we have continued to augment it with classroom-style training custom-designed and offered via partnerships with DMOs, attractions, and others. NEW - SOVA, along with the Bandon Chamber of Commerce, pioneered a new project to develop more FIT product in that community. Our trainer prepared several itineraries, then made a presentation to the Chamber’s tourism committee, educating them on ways to develop International business. Then, our trainer and the Chamber CEO spent two days meeting with lodging establishment managers to help them set up the FIT product.


Aug. 1, 2011 Final ReportStrategy 1: Training

Background: Please see background notes from previous year reports.Goals & Notes: The SOVA/RCMP Marketing Committee remains committed to this concept as absolutely essential to the health and prosperity of the industry in Southern Oregon. SOVA has consistently led efforts throughout the region and state and has participated actively in curriculum development for online modules (the “Q Care”). Discipline: Classroom instruction offered through partnership with area DMOs and attractions. Target Audience: Frontline workers and managers in hospitality industry. Details: Program customizations like secret shopping, MUST SEE collateral (special cards with area attractions), funding matrix by county to ensure equitable allocation, leverage of RCMP dollars by private and public partner investments, development of advanced training.Key partners: DMOs, major attractions, Travel Oregon. Noteworthy Accomplishments: With interest and momentum still very strong in Southern Oregon, we have continued certifying front-line employees in the Q, and have added a more advanced layer of training for managers. •We now offer two courses: 1) Building a Customer Service Foundation; and 2) How to be a Customer Service Coach. The first is for front-line hospitality workers, and the second is for managers. Both continue to be extremely well-received, and interest and demand remains robust. •The classes are very well-received and our contractor has been asked several times this year to provide a report (using notes acquired during “secret shopping”) outlining next steps for attractions or hotels, etc. to improve their customer service. •The addition of a completely new class – one designed for managers rather than front-line hospitality workers – has proven extremely popular and we anticipate further work on this type of curriculum.

Do what you do so well that they will want to see it again and bring their friends.WALT DISNEY


Aug. 1, 2011 Final ReportStrategy 1: Training

Month Year Location/Participants # Train RCMP Budget Partner InvestJuly 2010 Klamath Falls - OEA Group 20 $440 $120 July 2010 Crater Lake National Park/Xanterra Parks & Resorts 46 $1,012 $276 July 2010 Prospect/Upper Rogue 21 $462 $126

November 2010 Jacksonville - Chamber, JOBA, Hospitality 62 $1,364 $372 September 2010 Klamath Falls - South Valley 24 $528 $144

March 2011 Medford Visitors & Convention Bureau (host) 25 $550 $150 March 2011 RCC - Biz Development 20 $440 $120 April 2011 Lakeview Chamber/Visitors Center (host) 40 $880 $240 May 2011 Ashland Springs Hotel 20 $440 $120 May 2011 Ashland Springs Hotel 20 $440 $120 May 2011 Cave Junction/Illinois Valley 38 $836 $228 May 2011 Roseburg VCB (host) 32 $704 $192 June 2011 Shady Cove/Upper Rogue Region 20 $440 $120 June 2011 Grants Pass Tourism (host) 20 $440 $120 June 2011 Grants Pass Tourism (host) 28 $616 $168 June 2011 Crater Lake National Park/Xanterra Parks & Resorts 38 $836 $228

Travel Oregon investment South Coast training $1,000474 * $10,428 ** $3,844

* PROGRAM COSTS, TRANSPORTATION, CONTRACT SERVICES, CURRICULUM DEV, SECRET SHOPPING, SUPPLIES, OTHER EXPENSES – average at $22/person– exact $ figures can be found at the end of this report. ** PARTNER CONTRIBUTIONS (HARD COSTS) FOR MEETING LOCATIONS, PUBLICITY, REFRESHMENTS, DOOR REGISTRATION - averages $5/participant PLUS contribution by Travel Oregon to offset cost for South Coast training. In-kind resources are also often leveraged, e.g. accommodations, meals, etc.


Programs/TacticsStrategy 2: Research

Programs/TacticsNotes…Research remains a priority, and Region 5 is extremely grateful for the work that Travel Oregon

continues with Longwoods International. The Region 5 portion for this comprised the bulk of our research investment for prior RCMP years. Since Travel Oregon underwrote 100% of the Longwoods investment (during the 2010-2011 RCMP year), we have no activity to report for this strategy.

Visitor Profile: a comprehensive report is available on the SOVA partner website and provides a summary of key findings of the 2007-2009 visitor profile research which SOVA undertook.

In the coming year, we hope to complete a research study of responses given by 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 more than 50,000 records, but have never had sufficient resources to study these.


Programs/TacticsStrategy 3: Internet Marketing

Programs/TacticsNotes…Within this strategy there are myriad tactics, and these shift constantly to adapt to the changing world of digital marketing. For background and a broad sense of our key digital marketing goals, refer to the Region 5 planning documents.


Aug. 1, 2011 Final ReportStrategy 3: Internet Marketing

BackgroundPlease see background notes from previous year reports.Goals & Notes•One of our chief goals continues to be the addition of content and interaction throughout our social marketing networks, especially Facebook. To that end, we participated with Travel Oregon/Sparkloft Media on the spring ‘Adventurecation’ campaign. This successful campaign yielded amazing results. •Because of our pay-to-play format, we are always focused on marketing goals that help drive as many qualified leads as possible to our marketing partners. •Other goals include offering opportunities for consumers to create content, motivating them to enter contests and/or sign up for our newsletter, developing suggested drives/itineraries online as animated maps, for leisure travel market, both domestic and International.

Noteworthy Accomplishments•2011-2012 edition of the Southern Oregon Vacation Guide is accessible from every page of our flagship site, via an elegant interface created by our printer, Journal Graphics. •Development and launch of southoregon.mobi (mobile site). •Development and launch of new cms (for flagship site southernoregon.org). •Participation in Travel Oregon/Sparkloft “Adventurecation” Facebook campaign. Attached is the overview report showing the period July 1, 2010 – June 30, 2011.




Programs and TacticsStrategy 4: Niche Consumer Advertising

Programs/TacticsNotes…Extends the work of previous year by focus on defined markets; mostly Domestic, but also key International markets.Creating campaigns that businesses can support with a retail message, with a goal to increase sales for outfitters, wineries, tour operators, and many other partners. Continue branding ads in key niche markets and add adjoining retail ads to feature specific businesses in a niche area (wineries, golf courses, museums, etc). 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.


Aug. 1, 2011 Final Report Strategy 4: Niche Consumer Advertising

BackgroundPlease see background notes from previous year reports.Goals & Notes•Focus on niche markets identified by SOVA Marketing/RCMP Committee. Expand participation where appropriate in International markets. •Increase opportunities in multi-media campaigns (print, radio, and internet). Complete media plans can be found online at www.southernoregon.org/partners. Noteworthy AccomplishmentsWe continued to expand and refine the new positioning statement created in the 2008-2009 year. Simply stated:

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. Unique selling propositions identified:

•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, connections•Rich History: Jacksonville, tribal history, Applegate Trail•Quality and abundance of scenic byways•Diversity of natural experiences: wild rivers, fishing, whitewater adventures, mountains, lakes, sunny weather, artisan foods/culinary, emerging wine region

•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, jet boats, fishing, rafting, snow sports.2) Good life – wine, culinary, theater, festivals, museums & galleries.3) Nature’s best – unlimited outdoor opportunities, campgrounds, trails, wildlife viewing, hiking.

http://www.southernoregon.org/partners



Noteworthy Accomplishments, cont.

•New creative campaign rolled out successfully in 2009 to support positioning and selling propositions. This will continue through 2011, and as with all of our creative, we seek, to support the look and feel of Travel Oregon’s brand, thereby leveraging our investments further. The format is compatible with our cooperative marketing structure, and features the tagline “Ultimate Road Trip” •Comprehensive media plan for SOVA available online @ www.southernoregon.org/industry •See media plan for campaign details, including publication and/or website circulation and impressions, media costs, partner co-op income, sample creative, et al•SOVA media plans are subject to change without notice

http://www.southernoregon.org/industry



CAMPAIGN SOVA PARTNER FUNDS RCMP FUNDS EXPENSES SCENIC BYWAY MAP $8,970 $8,970 GOLF DIGEST INSERT $2,600 $8,883 $11,483

BACKPACKER MAGAZINE $2,420 $2,420SUNSET MAGAZINE $6,100 $6,029

SACRAMENTO ONLINE $15,650 $15,744 OCT NEWSPAPER INSERT $9,000 $6,839

AAA TOURBOOK $21,800 $20,690TRAVEL OREGON OFFICIAL VISITOR GUIDE $19,400 $17,910

SOUTHERN OREGON GOLF TRAIL $2,316 $644 $2,960SUNSET MAGAZINE $12,525 $3,650 $16,175

BAY AREA TV – GETAWAYS $46,500 $5,250 $51,750OREGON LIFESTYLE (THREE MAGAZINES) $7,200 $6,385SPRING NEWSPAPER INSERT (MADDEN) $18,000 $17,905

AMERICA JOURNAL $3,395 $3,175SEATTLE ONLINE $6,250 $4,014 $10,264

PORTLAND ONLINE $10,400 $9,913AMERICAN ROAD MAGAZINE $4,620 $3,569.45

SAN FRANCISCO ONLINE $17,500 $17,239 $34,739HORIZON/ALASKA AIR MAGAZINE $9,665 $9,665

GOLF DIGEST $4,065 $ 200DISCOVER AMERICA $900 $900

FACEBOOK (TRAVEL OREGON/SPARKLOFT) $3,000 $3,000TOTALS $212,891 $50,065 $260,685

Top-Line Summary – SOVA Cooperative Marketing Campaigns


Programs/TacticsNotes…

Specific Activities:

1) Media Relations – Including FAMs/Travel Writers/PR/Industry, et al2) Trade Shows

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


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

BackgroundPlease see background notes from previous year reports.

Goals & Notes1) Media Relations, including FAMs/Travel Writers: Continue to develop relationships with broad cadre of respected and well-connected travel writers and editors. Improve local PR resources, allowing Southern Oregon to more effectively respond to opportunities presented by Travel Oregon. Because small rural businesses generally lack the resources to respond to media leads, this is an important priority for the SOVA/RCMP Marketing Committee.2) Trade Shows: Improve trade show opportunities by leveraging investments of SOVA and area partners, and retain a tight focus on specific demographics/psychographics. Noteworthy Accomplishments Media Relations: We have continued to apply creative resources to our media relations endeavors, which can be thought of in two categories: 1) PR opportunities and leads brought to us by Travel Oregon; and 2) contacts we have created and sustained, as well as unsolicited contacts via our website. Both areas have seen significant resource investment this year.

PR: Continued emphasis in developing positive industry messaging and relationship-building throughout Region 5 and beyond. Participation in Tourism & Hospitality Consortium, lobbying efforts, ODMO, Economic Development organizations, VCB’s throughout Region 5, and more.



Continued – Writers, Tour Ops, etc. – partial list



Continued

2) Trade Shows: Focus on three to five shows per year in most desired market (SF Bay Area). For this report period, we attended

the following trade shows: Sacramento Sports Show; Sunset Celebration Weekend; Go West, Pow Wow, Canada sales mission.

•We have continued to provide affordable opportunities for tourism partners to buy-in via a co-op structure. This has been

extremely successful.

•Our trade show contractor (Sue Price) works on an ongoing basis to research and identify show opportunities.

•Travel itineraries are developed and posted on our website, as are special offers tied to consumer shows.

•We also dovetail consumer advertising campaigns in the SF Bay Area with trade shows and unique websites for coupons, travel

discounts, and messages from co-op partners.

•These well-coordinated efforts continue to leverage investments in all areas – print, radio, Internet, and trade shows -- to extend

the Southern Oregon brand.



TRADE SHOWS FAMS/PR/TRAVEL WRITERS/TRAVEL TRADE

Expense Partner Inc/Co-op Expense Partner Inc/Co-op

CONSULTANT/CONTRACT SERVICES GENERAL $7,150 CONSULTANT/CONTRACT SERVICES GENERAL $9,100

POW WOW $9,979 $2,500 FAMS/TRAV WRITERS/TRAV TRADE – OTHER $4,372

GO WEST $5,545 $3,000 PR RESOURCE DEVE – INDUSTRY $1,440

SUNSET $4,564 $4,450 CHINA PROJECT $1,875 $1,025

SACRAMENTO $6,426 $3,525

.

$33,664 $13,475 $16,787

TOTAL: 50,451

Beginning July 1, 2011, we will track travel trade FAMs separately from travel writer FAMs. We will also attempt to track the value of tourism products (e.g. accommodations, meals, etc.) which we leverage to support these endeavors.

Aug. 1, 2011 Final ReportStrategy Budgeted: (RCMP) Income: (Partner/SOVA cash) Income: (Partner/SOVA in-Kind) Total Expenditures Thru 6/30/09

1 Training $8,000 $1,000 $2,844 $11,828Support from TravOR for classes taught on south

coast, spring 2009Coordination, facilities, publicity, registration, etc. Retainer/staffing; training classes; misc expenses

2 Research $10,000 0

3 Internet $10,000 $25,000 Fulfillment - $2,135Facebook Advertising - $4,140

Online Newsletter List Mgmt - $648Google Ad Words - $4,366

Total: $11,289 Internet marketing is supported by partner

advertising, which leverages the investment of RCMP dollars in this strategy.

Retainer/staffing; campaign mgmt tied to niche advertising programs; key word mgmt; add’l

domains; online trade shows & Int’l efforts such as Pow Wow

4 Niche Consumer Adv $41,000 $85,591 $133,891Partner investments in co-ops that were at least

partially funded via RCMP during this report period

5 PR/Trade Shows/Outreach $40,000 $14,500 $49,928

Partner investments in PR/Trade Show

Other $30,000 $25,976 Fulfillment-TORP $7,282

RDMO/RCMP Meetings/Activity $2,614

Contract Services/HR Add’l In-Kind $13,000 $14,932

Marketing/RCMP Committee $390

Supplies/Postage $758

Budgeted: (RCMP) Income: (Partner/SOVA cash) Income: (Partner/SOVA in-Kind) Total Expenditures Thru 6/30/09

$139,000 $126,091 $15,844 $233,435


Contact Information

Southern Oregon Visitors Association

Mailing Address:PO Box 1645 / Medford, OR 97501

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

Phone (541) 552-0520 / Fax (541) [email protected] www.southernoregon.org

Industry website: www.southernoregon.org/partners

Documents

Region 5 RCMP Southern Oregon Visitors Association