marketing plan 2016 - 2017€¦ · tactics: relevance & sustainability • use metrics to make...
TRANSCRIPT
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MarketingPlan2016-2017
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• Mission,Vision&Goals• SituationAnalysis• Branding• MediaPlan• Advertising• PublicRelations• SocialMedia• GroupTours• Meetings,Conventions&Weddings• Events• InformationServices
Contents
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Mission,Vision&Goals
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Mission,Vision&Goals
MissionInspiretravel,stimulateeconomicgrowthandstewardbrandidentitythroughdestinationmanagement,tourismpromotionandvisitorexperience.VisionAvibrantandprosperousLincolnCityasthepreferredbeachdestinationontheOregonCoast.
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Goals• PositionanddemonstrateLincolnCityasauniquetraveldestination• Establishbrandclarityandincreasedawarenessthroughunifiedefforts• Buildandexpandstrategicpartnerships• Advocateforanddevelopcriticaltourisminfrastructure• Demonstratevalueandpositivereturnoninvestmenttostakeholders,
partnersandcommunity• IncreaseovernighttraveltoLincolnCity,increasingADR,mid-week
businessandshoulder/off-seasoneconomicactivity• Optimizeorganizationalcapacity,toolsandtactics• SupporttheLincolnCitytourismcommunityastheindustryexpertand
trustedresource
Mission,Vision&Goals
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SituationAnalysis
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LodgingRevenuebyYear
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
• RoadsEndannexationin2013,fueledrevenuegrowthin2014• Solidincreaseinrevenuein2015beyondRoadsEndannexation
SituationAnalysis
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• Effectsoftherecessioneaseby2012• RoadsEndannexationpropelsgrowthin2014• RecoveryfromtheRecessionin2015
-5.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
2008 2009 2010 2011 2012 2013 2014 2015
LodgingRevenueGrowthvs.YearAgo
SituationAnalysis
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• Seasonallybasedoncheck-insshowsvisitationpeaksinMarchandAugust• UnusuallywarmJanuaryin2014producedafirst-quarterbumpinvisitation
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
2014CheckIns
SituationAnalysis
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0
500
1,000
1,500
2,000
2,500
Portland
Valley
Washington
Check-insbyMonth2014
Source:LincolnCityLodgingZipCodeSurvey
• PortlandandWashingtonStatereflectoverallspringbreakandsummerpeaks• TheWillametteValleyshowsnosummerpeak,indicatingapotentialpropensitytodaytrip
SituationAnalysis
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0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
Portland
Valley
Washington
SeasonalitybyShareofCheck-Ins
Source:LincolnCityLodgingZipCodeSurvey
• BothPortlandandtheValleydecreaseinimportanceduringpeaksummerseason• ProspectsofincreasingshoulderseasonbusinessarebestwithPortland&theValley
SituationAnalysis
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• 2016WashingtonSpringBreakinApril.• SpringBreakpeakappearstobeextended,notmissing.
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
2014&2016Checkins
2014CheckIns
2016CheckIns
SituationAnalysis
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• Missingpeak,butnomissingspringrevenue
$0.00
$2,000,000.00
$4,000,000.00
$6,000,000.00
$8,000,000.00
$10,000,000.00
$12,000,000.00
TRT2014-2016
2014TRTData
2015TRTData
2016TRTData
SituationAnalysis
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SmithTravelResearchReportshowsnospringdeficitinADRorOccupancy
0
20
40
60
80
100
120
140
160
Occupancy/ADR2015-2016
Occupany-%2016
ADR-2016
Occupany-%-2015
ADR-2015
SituationAnalysis
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3% 0% 2% 1%
3%
4%
87%
Check-InsbyU.S.RegionandCountry
CANADA
OTHER COUNTRIES
EAST COAST
SOUTH COAST
MID WEST
WEST COAST
PACIFIC NW
• LincolnCitydoesnothaveasignificantvisitorbaseoutsideofthePacificNorthwest• NationalandinternationalpromotionneedstobethroughTravelOregon
SituationAnalysis
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31.9%
19.8%
6.1%
4.2%
3.6%
3.5%
3.4%
3.3%
2.9%
2.8%
2.6%
2.5% 2.0%
1.9% 1.4%
1.4% 1.2%
1.1% 1.0%
0.9% 0.6%
0.5% 0.5% 0.5% 0.2%
0.2% 0.2% 0.1% GREATER PORTLAND
WILLAMETTE VALLEY
METRO SEATTLE
CALIFORNIA
WEST COAST
CANADA
OREGON COAST
THE VOLCANOES
IDAHO
MID WEST
WINE COUNTRY
CENTRAL OREGON
SOUTHERN OREGON
EAST COAST
MT HOOD/THE GORGE
EASTERN OREGON
• OnlyPortlandandtheValleyarelargeenoughsegmentstobediscretegeographicalmarkets
SituationAnalysis
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• Oregon’seconomyisontherebound,outperformingWashingtonStatein2015
• Portlandisdrivingthereboundviapopulationgrowthleadbyyoungprofessionals
• Young,upscale,newresidentswithnoestablishedvacationtradition
SituationAnalysis
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32%
20%
3%
1%
3%
1%
2% 0%
1% 1%
1%
1% 6%
3% 3%
0% 1% GREATER PORTLAND
WILLAMETTE VALLEY
OREGON COAST
MT HOOD/THE GORGE
CENTRAL OREGON
EASTERN OREGON
SOUTHERN OREGON
THE ISLANDS
NORTH CASCADES
NORTH CENTRAL
NORTHEAST
PENINSULAS AND COAST
METRO SEATTLE
THE VOLCANOES
WINE COUNTRY
SOUTHEAST
THE GORGE
Oregon&WashingtonState
• WashingtonStateisapproximately20%ofvisitationinaggregate,butistoofragmentedtobeaddressedviaindividualmarkets
SituationAnalysis
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GuestAge
• GuestdemographicinformationiscurrentlyonlyavailablefortheentireOregonCoastthroughLongwoodsTravelresearch.
SituationAnalysis
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ChildreninHH
• 38%ofgueststotheCoastaretravelingwithchildrenintheparty• GuestdemographicinformationiscurrentlyonlyavailablefortheentireOregonCoastthrough
LongwoodsTravelresearch.
SituationAnalysis
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AveragePartySize
• Increasedpartysizecoincideswithspringbreakandsummervacation• GuestdemographicinformationiscurrentlyonlyavailablefortheentireOregonCoast
throughLongwoodsTravelresearch.
SituationAnalysis
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HouseholdIncome
SituationAnalysis
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AverageLengthofStay
• TheCoasttendstobeaweekendgetawayfor66%ofguests
• Opportunitytoincreaselengthofstaybydemonstratingmanythingstodo
SituationAnalysis
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Summary• PortlandMetro(includingVancouver,WA)isourprimaryandsingle
largestmarket,receivingourbiggestinvestment
• TheWillametteValley(specificallySalem)issecondinimportance,butispotentiallyadouble-edgesword,deliveringlow-revenuesummerdaytrips
• PortlandandtheValleyarethebestpotentialforshoulderseasonstays
• TheMay-JuneandSeptember-OctobershoulderswillproducethehighestADRreturnonmarketinginvestment
• Regionalmedia,PRanddigitalpromotionarethemeanstoreachthemanysliversofmarketsoutsideofPortlandandtheValley
SituationAnalysis
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Summary• The38%ofvisitorstotheOregonCoasttravelingwithchildren18or
youngerwillbeaddressedduringthevacationplanningtimeperiodsforspringbreakandsummervacation,primarilyfirstquarter
• Anecdotally,LincolnCityhotelswithpropertiesinSeasidereportahigherpercentageoffamiliesbookingvacationsinSeasidebecauseofmorechild-friendlyattractionsandactivities
• Intheabsenceofboardwalksandbumpercars,LincolnCityneedstoemphasizeitsabundanceofnature-basedfamilyactivities
SituationAnalysis
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Branding
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Overview• BacktoBasics
– TheVCBisintherebootmode– Brandpillars:SevenMilesofSmiles&BiggestLittleBeachTown– Buildmodeforidentityfoundation,keyassetsandstrategy
• ContinualImprovement– Evaluatebrandstrategyusingguestinput,researchandindustry
bestpractices• StrategicPlanning
– VCBTourismDevelopmentPlanthatcoordinateswithandenhancescitywidecomprehensiveplanning• Encompasskeyelementsofmarketing:Price,Product,
PromotionandDistribution
Branding
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Objectives• Establishbrandclarityandunifiedvoice• CreateguestexperiencesinalignmentwiththeLincolnCitybrand• Createavisitor-relevantVCBbrand• Presentafuturefocusedbrandthatspansadministrations
Branding
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Strategies
• Researchdrivenaccountability• IdentifyaLincolnCityUniqueSellingProposition• ParticipateintheCityUnifiedBrandingproject• EvolveVCBtoacontemporaryvisitorfocusedidentity• Alignallmarketingandcommunicationeffortswiththecorebrand• DefineandenhancetheLincolnCityguestexperienceinwaysthat
reinforcethecorebrand• Stewardpositivedestinationreputation• Maintainrelevantpromotions,productdevelopmentandservicesfora
sustainablefuture
Branding
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Tactics:ResearchandPositioning• OngoingResearch
– Guestinputviaregularqualitativeandquantitativeresearchprojects– Regularlyupdatedestinationassessment
• 10yearssincetheBrooksstudy• Progressreportandupdatedgoals
– Leverageexistingstate/coast-wideresearchassets– IdentifysuccessfultourismideastoapplytotheLincolnCitybrand– Participateincontinuingeducation,ideasharingandprofessional
developmentforfutureexplorationinaneverevolvingindustry• Conferences,networking,sitevisits
Branding
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Tactics:ResearchandPositioning• Positioning
– DevelopaconsistentpositioningbasedonaUniqueSellingPropositionthroughguestresearchandstakeholderfeedback
• Umbrellabrandforalineartownwithnocenter• USP:Oregon’sbiggestlittlebeachtown
– Addressesissuesofseasidelocation– Leverageslargelinearscopeandsmalltownmentality
• Campaign:SevenMilesofSmiles– LeveragesthelinearscopeofLincolnCity– Sevenfullmilesofbeach,natureandtowntoexplore– Versatileandandflexiblecampaignoptions
Branding
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Tactics:UnifiedCityBranding• BrandGuidelines
– AlignallVCBcreativetoreflecttheoverallLincolnCitybrand,resultinginaguestexperiencethatmatchesthebrandpromise
• BrandStrategy– DevelopaCity-wideTourismDevelopmentStrategy– Long-termvisionrelativetoexperiencedesign,infrastructure
development,marketing,placemaking,tourismmanagementandallothermeansofbranddelivery
• DovetailVCBPlanswithOverallCityPlanning– ComprehensivePlan– ParksMasterPlan– UrbanRenewal
Branding
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Tactics:VCBasaMeaningfulBrand• MaketheVCBNameaBrandPromise
– EvolvetoVisitorTravelLincolnCity• Industrystandard(e.g.TravelOregon,VisitSeaside)• Meaningful,approachableandintuitivetoguests• Invitationtovisit
• Collecttheassetstore-brandtheVCB– ImplementUnifiedBrandingprojectassetstoestablishnewVCB
publicfacingidentity– URLregistration– DBAregistration– Existingasset-widere-branding
Branding
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Tactics:MarketingEffortFocus• Buildhighqualityassets–doitrightordon’tdoitatall• Simplifyallcommunications,speakinonevoice• Developgoverninggraphicidentity• Implementsubbrandsforkeylinesofbusiness
– Events,Nature/Adventure,Culinary,Groups&Meetings• Investprimarilyinhighreturnmarkets:PortlandandWillametteValley• Buildfrequencywithaconsistentmessagethatspansadministrations
– Campaigns,specificpromotions,eventsandtop-of-mindawareness
Branding
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Tactics:LincolnCityVisitorExperience&DestinationReputation
• WorkwithcitydepartmentsandkeystakeholderstodeliverontheLincolnCitybrandpromise– Productdevelopment
• Attractions,tourismprograms,events,openspaces,economicdevelopment,activitiesandguestexperiences
– Infrastructure• Wayfinding,beautification,transportation
– Resources• ImprovedVisitorInformationCenter
– Establishhigh-touchkeystoneofLincolnCityBrand• InformationAccess:Website,apps,socialmedia,print&collateral
Branding
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Tactics:Relevance&Sustainability
• Usemetricstomakeimprovementsanddroptroubledprograms,promotionsandevents
• Adapttochangingtechnology,behaviorsandtraveltrends• Flattenseasonalpeaks,buildingoutshoulderstomaximizeADR• Encourageaweek-longvacation,convertingday-tripstoovernights
Branding
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MediaPlan
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Overview
TheLincolnCityMarketingPlanidentifieswhatLincolnCityis–andwhatitisn’t–inthemindsofpotentialvisitors.AdvertisingwillfeaturelayeredmediaelementstohelpexpandandsharpenperceptionsofLincolnCityandencouragemorevisitorsandlongerstays.Effortswillfocusonreachingkeygeographicanddemographictargetsmultipletimesandinmultipleways.TargetAudiences• Femaleheadofhouseholdasdecision-maker,25-49,marriedwithkids
(springbreak&summer)• Femaleheadofhousehold,emptynesters,50+(fall&winter)
MediaPlan
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Objectives
• ConsistentlypositionLincolnCityasthepreferredcoastaldestination• FirmlyestablishLincolnCity’sbrandequityinthe“SevenMileofSmiles”
tagline• Expandonthenumberandvarietyofsmile-producingopportunities
availabletovisitors• Improvevisitorexperienceandbookingsthroughdirectiontoimproved
website• Inspirevisitationfromcoremarketsduringkeytravelplanningtime
periods
MediaPlan
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StrategiesApproach:• Themedialandscapeiswildlydiversewithinnumerableoptions.Media
consumptionisincreasinglyfragmented• Thefollowingmediacalendardetailstheuseofacarefullyselectedmixof
platformsandmediatoachievethedesiredresults
Timing:• ThemediacalendarhasbeendesignedwiththegoalofhavingLincoln
Citymessaginginplaceyear-round,withspecialemphasisplacedonkeyvacationplanningperiodstoattractmorelonger-stayvisitors
MediaPlan
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StrategiesMessaging:• Deliveraconsistent,highimpactmessagetohigh-potentialvisitorsinkey
markets(PortlandandtheWillametteValley)• UtilizedigitalcommunicationsandregionalmediatoreachotherPacific
Northwestmarkets(e.g.WashingtonState)toofragmentedtoreachindividually
• Allmessagingwillincorporatethe“SevenMilesofSmiles”positioningstatement.Whileconsistentinstyleinallapproaches,theindividualcreativeelementswillbedesignedtomaximizethebenefitofeachplatform,fromlong-formdigitalstory-tellingtoconcisesingularmessagesforoutdooradvertising
• Focusbygeographicalmarketandcommunicationschanneltoproduceaminimum3Xfrequencyofmessagedelivery
MediaPlan
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2016-2017LincolnCityMediaAllocations
Market/Media/BuySpecifics AnnualBudget 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26
Portland/SalemCommercialRadio(2015-2016budget)TotalTrafficNetworkRadioPortland(2015-2016budget)CommercialRadio-9weeks(NovandJanspotsareaddedvalue) $30,000TotalTrafficNetworkRadioPortland6weeks $16,500PortlandMonthly1/3pAugust $1,594PortlandMonthly1/2p3x $8,742PortlandMonthlydigital $1,500Outdoor12posters-8weeks $20,235MaddenMediaDigital-annual($20,000inthenextbudgetyear) $20,000CableTV(optionalvideoondemand)4weeks $38,000Retargeting $5,000
RegionalOregon/Northwest 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26
SocialMediaCampaign(2015-2016budget)BehavioralTargetedDigitalcampaign(2015-2016Budget)SocialMediaCampaign-paid $25,000BehavioralTargetedDigitalcampaign $53,000NWTravel1/3pJuly/August $1,400NWTravel1/2p6x(July/Aug2017willbereflectedinFY2017-2018) $12,514NWTravelNewsletterSponsor-addedvalue $018591/2p $11,4801859digital $190TravelOregon(carryover2015-2016) $5,350TravelOregon(+$5,698carryoverto2017/18) $21,460OregonCoastVisitor'sAssociation(carryover2015-2016) $2,218OregonCoastVisitor'sAssociation(+$2,360carryoverto2017/18) $3,922TripAdvisorJuly/August $1,908TripAdvisorAnnual(Sept.2016-August2017) $23,430AAAMagazine1/3pSept/Oct $3,043
OnTrakMagazine1/2p3x $4,580SunsetMagazine1/2p2x $10,267Sunsetenewssponsorship2x $4,260CoastExplorer-3x2/3p $4,313
Local/SpecialInterest 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26
OregonCoastToday-annual52weeks(printonly) $4,200BijouTheateradvertising-annual $1,200YaquinaBayBroadcasting-annual(42weeks) $3,500AmericanKiteFlyers4x-quarterlypublication) $1,800OregonCoastMilebyMileGuide1/3p $3,000OregonCoastMagazine1/2p3x $4,950
OregonCoastBeachConnection-annualleaderboard $1,900
EventSpecific 27 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26
ATourtoDieFor-SocialMedia-paid $250ATourtoDieForDigitalMedia $1,000ATourtoDieFor-Radio $1,750ChowderandBrewfest-Radio $4,925ChowderandBrewfest-Digital $4,550ChowderandBrewfest-SocialMedia-paid $525
EventTotal: $13,000CombinedMediaTotal: $363,456
JuneJuly Aug Sept Oct Nov Dec Jan Feb March April May
JuneJuly Aug Sept Oct Nov Dec Jan Feb March April May
JuneJuly Aug Sept Oct Nov Dec Jan Feb March April May
JuneJuly Aug Sept Oct Nov Dec Jan Feb March April May
MediaPlan
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MediaPlanHighlights:SpringVacationPlanningTimePeriod/SeasonKickoff:• February–April• TargetedComcastSpotCableTVplacements• PortlandRadioandTrafficReportSponsorships• Travel&Leisureregionalprint• OutdoorAdvertising(Portland)• Long-formdigital&retargeting• PaidSocialMedia
MediaPlan
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MediaPlanHighlights:SummerIn-SeasonPromotional&Reminder:• May–August• PortlandRadioandTrafficReportSponsorships• Travel&Leisureregionalprint• Long-formdigital&retargeting• PaidSocialMedia
MediaPlan
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MediaPlanHighlights:FallFallEventandEmptyNesterReminder:• September-October• PortlandRadioandTrafficReportSponsorships• WillametteValleyRadio-events• Travel&Leisureregionalprint• Long-formdigital&retargeting• PaidSocialMedia
MediaPlan
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MediaPlanHighlights:WinterWinterStormWatchandHoliday:• November-January• PortlandRadio• Travel&Leisureregionalprint• Long-formdigital&retargeting• PaidSocialMedia
MediaPlan
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Advertising
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Objectives• InspirepotentialgueststovisitLincolnCity• EstablishandreinforcetheSevenMilesofSmilescampaign• Embodymission,visionandgoals
Strategies• Developthecreativeassetsneededtomaximizeopportunitiespresented
bythemediaplan• Supporttheuniquesellingproposition• Utilizecontemporaryandevolvingadvertisingtrends• Translatemediacampaignsintotravelplanningcycleconversions
Advertising
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Tactics:AssetDevelopment–Libraries&Templates• InvestincreativeassetlibrariesandtemplatestobestportrayLincolnCity
asanidealvacationdestination– Videolibrary– Stillphotolibrary– Mini-websitetemplates:Events,sub-brands,promotions– Flexiblecampaigndesigncapableofnimblemessagingwhile
maintainingcorebranding• Print:Displayadvertising• Digital:Bannerads• Video:Commercialspots
Advertising
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Tactics:AssetDevelopment–VCBWebsite
• RegisterURLsthatcontain“LincolnCity”and“SevenMilesofSmiles”• AligntheURLwiththeLincolnCityBrand• Newwebsite,ground-upbuild
– Mobilefirst,responsive(55%ofsitevisitorsareusingamobiledevice)– SEO-friendly– Structuredtobeintuitiveandusefulforguests– Funnelgueststobookingengine– Inspirational– Amplifiescorebrand
Advertising
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Tactics:AssetDevelopment–PrintCollateral
• PortrayLincolnCityasahigh-quality,desirabledestinationthatdeliversafullSevenMilesofSmiles
• StrivetocreatequalitystatementsaboutLincolnCity– Qualityoverquantity
• Focusonkeypieces:Visitorguide,brochures,maps,rackcards• Fewer,butbetterbrochuresandprintedpieces
– Combinelikenichebrandsintosinglebrochures– UpgradetheLincolnCityVisitorsGuidetomagazineformat– Digitalalternativestopaperbrochuresthatarebetterthanpdf
versionsthepaperbrochures,optimizeformobile
Advertising
![Page 52: Marketing Plan 2016 - 2017€¦ · Tactics: Relevance & Sustainability • Use metrics to make improvements and drop troubled programs, promotions and events • Adapt to changing](https://reader035.vdocument.in/reader035/viewer/2022070710/5ec62d1767313f495761eb4d/html5/thumbnails/52.jpg)
Tactics:AssetDevelopment–Video&Audio
• Developthreedistinctvideofeeds:– Professionalvideoforuseinpromotionalvideo,televisionspots,
onlinedigitaleffortswithembeddedvideo– Television-show-gradevideoforCulinaryCenteroriginated
programmingonYouTubeandChannel4– Hand-heldcameravideoforregularYouTubechannelupdates
deliveredinafirst-person,on-the-seen,phone-cameramode• Audio
– DevelopanaudiosignaturefortheLincolnCitybrand,withconsistentvoice,toneandfeel
– Radio,voiceovertovideo
Advertising
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Tactics:UniqueSellingPropositionSupport
• WorkinconjunctionwiththeCityManager’sUnifiedBrandingprojecttocreateaVCBlogoandrelatedgraphicsstandardstobetterreflecttheLincolnCitybrand.
• Createconsistencyacrossalladvertisingchannelstoreflectonesetofcorebrandvalues.
Advertising
![Page 54: Marketing Plan 2016 - 2017€¦ · Tactics: Relevance & Sustainability • Use metrics to make improvements and drop troubled programs, promotions and events • Adapt to changing](https://reader035.vdocument.in/reader035/viewer/2022070710/5ec62d1767313f495761eb4d/html5/thumbnails/54.jpg)
Tactics:InvestinTraditional,Cotemporary&ForwardThinkingMethods
• Traditional– Print,radio,television
• Contemporary– Digital,socialmedia,sponsoredcontent,onlinevideo
• Future– SEO/SEM,mobile,socialmedia,retargeting,virtualreality– Masscustomization:Narrowtargetaudiences– Interactivity:Integrationbetweenmediums– Behavioral:Targetingbasedonactivity
Advertising
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Tactics:TravelPlanningCycleConversions
• Inspiration– Buildawarenessthroughbrandconsistencyandadvertisingfrequency
• CreateConversions– Convertadvertisingeffortstoroomnightsbooked:Jackrabbit– Behavior:Engagement,collateralrequest,leadgeneration– AdvertisingAnalytics:Impressions,click-troughs,reach
• Experience– Carrybrandpromisethroughtodestinationexperience
Advertising
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PublicRelations
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Overview• PublicRelationsPlatforms
– EarnedMedia:Unpaidmediaplacementsgeneratedbyoutwardpublicity
– EmailMarketing:Monthlyelectronicnewsletterandspecialeditionsfeaturingpromotions,eventsandstoriesofinterest
– Blog:Monthlyeditorialcontentpromotedviaemail,socialmediaandVCBwebsite
– Appearances:Attendanceatlocalandregionalevents,tradeshows,workshopsandotherindustry/medianetworkingopportunities
– SocialMedia:Interactive,real-timemarketing
PublicRelations
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Overview• PublicRelationsTools
– Cisionwascontractedin2015-16forpressreleasedistribution,mediatrackingandmediavaluation
– RenewaloftheCisioncontractfor2016-17droppedthebroadcastmoduleuntilamorerobustabilitytogenerateVideoNewsReleasesisdevelopedbytheVCB
– HARO(HelpAReporterOut)
PublicRelations
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Overview• EarnedMedia
– Possiblethroughpressreleases,mediapitchesandpersonalrelationships
– VCBGeneratedEarnedMediaFY2015-16• 266articles• AdvertisingEquivalencyValueof$238,000• 3nationalarticles
– USAToday,Smithsonian.com,SmarterTravel.com• TargetAudiences
– Editors(Print,Web,andBroadcast),EventsCalendars,Reporters,Writers(Travel,Feature,Hospitality,Tourism,Freelance,etc),TravelPhotographers,TelevisionShowProducers
PublicRelations
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Overview• ElectronicNewsletters
– UsingConstantContact– MonthlyNewslettersentto21K+visitors
• 26%openrate(21%industry),18%click-throughrate(2.3%industry)
– Bi-monthlyCulinaryNewslettersentto2K+CulinaryCentercontacts– Specialeditionssentoutforsignificantpromotions
• FindersKeepers,SpringBreak,etc.– IndustryCommunication
• WeeklyHotSheethighlightingupcomingevents• Trainingopportunities
PublicRelations
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Overview• Blog
– Providearangeofeditorialcontentfacilitatingmorein-depthcontentforvisitors
– Distributionthroughemail,socialmediaandtheVCBwebsite– Featureguestbloggers
• Appearances– RepresentLincolnCityatlocaleventssuchaskitefestivalsandother
significantdrawsforareavisitors– Attendlocalandregionalnetworkingopportunities– ParticipateintradeshowspromotingvisitationtoLincolnCity
PublicRelations
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Objectives• Createtop-of-mindawarenessofLincolnCityinprimarymarkets• EstablishandreinforcetheLincolnCitybrand• Amplifypaidadvertisingmessageincoremarkets• Reachregionalandnationalmarkets• Generateawarenessforpromotions,eventsandattractions• Enhancedestinationreputationwithvisitorsandmedia
PublicRelations
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Strategies• BearegularfeatureinkeySourcemarketmedia(PortlandandWillamette
Valley)• BecometheOregonCoasttownwiththebestresourcesforwriters,
reportersandproducers• WorkinpartnershipwithTravelOregonandtheOregonCoastVisitor
Associationtobetterutilizeregional,nationalandinternationalPRopportunities
• ProduceresourcesthatareconsistentwiththeLincolnCitybrand• Secureeditorialcontentthroughadvertisingpartners• Complimentadvertisingthroughpaidexposureandcontent
PublicRelations
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Tactics• BuildmediarelationshipsinkeySourcemarkets(PortlandandSalem),
usingamultifacetedapproach– PublicRelationsSocietyofAmerica(PRSA)luncheons,networking
events,seminars,conferences,socialmedia,personalintroductions,andleveragingoutsidepartnerresources
• Varypitches/pressreleasesbygeographicproximitytoLincolnCity– Local:Eventnews,VCBmilestones– Source:Majoreventannouncements,promotionswithcalltoaction,
establishmentofSevenMilesofSmilesbrand– OregonandWashington:Bi-weeklytotargetedmediacontacts– National:EvergreeneventsandprogramssuchasCulinaryCenter,
FindersKeepers,KiteFestivalsandsignificantstoriesofinterestsuchasthe2017solareclipse
PublicRelations
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Tactics• Increase2016-17earnedmediaresultsinkeymarketsusingtraditional
andopportunistictools:– PressReleases– Pitches
• EditorialCalendars,HARO(HelpAReporterOut),In-personoremail,Socialmedia,primarilyTwitter
– RequestsfromTravelWriters• Pressmaterials
– DevelopaMediaFAMTripProgram• Itinerariesforspecificinterestgroups• WorkwithTravelOregonandOregonCoastVisitorsAssociation
PublicRelations
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Tactics• BetterleveragedigitalsourcessuchasCisionandHARO• Leveragepaidadvertisingforadditionalearnedmediaopportunities• MaximizepaidexposurerelatedtotheVCBmediaplanthrough
sponsoredcontentandsocialmedia• Haveresourcesathandforthemostfrequentmediarequestsandthe
meanstomostefficientlydeliverthemtowriters• Buildabrandedpresskit,whichincludesphotos,videos,andother
resourcesforwritersandreporters• Redesignemailmarketingtobemobilefriendly
PublicRelations
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Tactics• EarnedMedia
– TrackingandvaluationusingCision• AVE(AdvertisingValueEquivalency)• Uniquevisitors
– StoriesarchivedusingFormstack• Eachstoryassignedascoremeasurabletopreviousyear
• Archivedmonthly
PublicRelations
Research
DraD
Edit
Revise
Release
Track
![Page 68: Marketing Plan 2016 - 2017€¦ · Tactics: Relevance & Sustainability • Use metrics to make improvements and drop troubled programs, promotions and events • Adapt to changing](https://reader035.vdocument.in/reader035/viewer/2022070710/5ec62d1767313f495761eb4d/html5/thumbnails/68.jpg)
SocialMedia
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SocialMedia
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Overview• Facebook
– Accountsfor:• VCB–Events,promotions,weather,FindersKeepers,storiesofinterest
• CulinaryCenter–Classes,events,recipes,otherculinaryinfo
• KiteFestivals–promotesummerandfallfestivals– GeneralVCBpagegetsmostattention
• Homebaseforsocialmedia• 35K+followers,largestinLincolnCityexceptOregonCoastToday• Highengagement,highreach• Affordablepaidpromotions
SocialMedia
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Overview• Twitter
– Accountsfor:• VCB–Events,promotions,weather,FindersKeepers,storiesofinterest
• 1,800+followers– ComplimentarytoolwithFacebook– Actsasamechanismforsmallerpromotions
andevents– Realtimeposting,notgovernedbyanalgorithm– Excellentvehicleforhashtag(#)marketing– Waytoengagepersonallywithindividuals,organizationsand
membersofthemedia
SocialMedia
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Overview• Instagram
– Accountsfor:• VCB–Visualdriveninspiration• 1,900+followers• LaunchedApril2016
– ComplimentarytoolwithFacebook– Fastestgrowingsocialnetwork– Realtimeposting,notgovernedbyanalgorithm– Excellentforcrowdsourcedmaterial– Excellentvehicleforhashtag(#)marketing– Potentialforwebsiteintegrationandinfluencermarketing
SocialMedia
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Overview• YouTube
– Accountsfor:• VCB–Onlinevideowarehouse• 44subscribers
– Primarilyusedasanembeddingtoolforonlinevideopromotion
– Newreoccurringcontentisking• Currentlylackcontent
– Potentialfordistributingadditionalonlinecontentasitisproduced
SocialMedia
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Overview• Google+
– Accountsfor:• VCB–ReplicatesFacebookposting• 34followers
– Dyingplatform– Usedprimarilytoenhancesearchabilitythrough
Google’sorganicsearchengineoptimization– Littleeffortisspendmanaging,updatingorexpanding
SocialMedia
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Objectives• Growsocialmedianetworkfollowingandengagement
• Maximizesocialmediaplatformusage
• EstablishsocialmedianetworksasanextensionoftheLincolnCitybrand
• Providereal-timeengagementwithvisitors
• Engageexternaltourismstakeholders
SocialMedia
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Strategies• Utilizepaidsocialmediamethodstoreachnewaudiences• Encourageorganicaudiencegrowth• Leveragespecificstrengthsofindividualsocialmediaplatforms• Utilizesocialmediaplatformswithspecificintent• Establishaconsistentmarketingvoiceandtone• CreateasocialexperiencethatisconsistentwiththepillarsoftheLincoln
Citybrand• Monitorandengageinboundvisitorcommunication• Monitorandengagetourismstakeholdersocialnetworks
SocialMedia
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Tactics• ImplementapaidsocialmediacampaignonFacebook
– Ads,boostedpostsandsuggestedcontent– Growengagementandfollowing– Identifyfuturepaidopportunitiesthroughadditionalnetworks
• Encourageengagementandgrowththrough:– Highqualityinspirationalcontent– Impactfulpostingfrequencyandscheduling– Stayingcurrentonevolvingtrendsandbestpractices
• Catercontenttomaximizechangingplatformalgorithms• Identifyuserdemandsforindividualplatforms
SocialMedia
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Tactics• StewardFacebookassocialmedia“homebase”• BuildTwitterasaninteractiveconversationforum• RefineInstagrampageusinginspirationalphotos• RevivetheVCBYouTubechannelwithqualityvideocontentandefficient
frequency• Evaluateadditionalplatformstofulfillfutureneeds• Implementaconsistentvoiceacrossallplatforms• Followbrandedstyleguideinallcommunications• Utilizeamedialibraryofnewcontentusingcontractedandcrowd
sourcedphotographersandvideographers
SocialMedia
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Tactics• Engageinboundvisitorcommunication
– Respondpromptlytoallmessages– Providedailyengagement– Engageconsistentlywithusercommentsandquestions– Createinteractivecontent– Encourageusergeneratedcontent
• Engagetourismstakeholders– Followstakeholdernetworks– Like,shareandencouragesocialmediaparticipation– Sharerelevantcontentonkeypartnernetworks
SocialMedia
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GroupTours
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Background
ThemotorcoachgrouptourbusinesstoLincolnCitycanbecategorizedas:• DaytripperGroups
– Groupsaround25peoplefromtheWillametteValley• Seniorcenter,retirementhome,oraCity’sP&R
• TourOperatorGroups– Groupsfrom25-55peoplethatarespendingafewdaystoaweek
touring
GroupTours
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Overview• PrivateGroups• Steadyannualincreases• Firstmajortouroperator
broughtin35guestsin2010– SportsLeisureVacations– Beenbackeveryyear
GroupTours
Private Classes 2009 2010 2011 2012 2013 2014 2015
Groups 11 12 10 15 18 22 26 Students 189 235 185 363 358 558 626 Revenue $4,120 $8,150 $5,560 $11,265 $12,735 $19,760 $24,120
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Overview• MajorTourOperators
– DayTrippers(SanDiego)• Bookingtwogroupsayearsince2012
– VillageTours(Wichita)• Groupsofover40in2014and2015• Stayedatalocallodgingproperty
– WesternLeisure• Firstgroupin2015with51people
• Mainattractionsandactivitiesforgroups– CookingDemoattheCulinaryCenter– GlassblowingatJenniferSearsGlassArtStudio– Step-ontourofLincolnCity
GroupTours
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Overview
• Strengths:– LincolnCityisconvenientlylocatedonthecentralOregonCoastisa
relativelyclosetoPortland– TheGlassStudioandCulinaryCenterareuniqueandattractiveto
grouptours• Weaknesses:
– Motorcoachparking– Limitednumberofhotelsandrestaurantsabletohandlegroups/
buses– LincolnCityisnotawalkabletown– Perceivedasnothavingalotforgroupstodo
GroupTours
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Overview• CompetitiveSet
– Newportlodging• ElizabethStreetInnisanexcellentoceanfrontpropertythatcaterstogroups
• Capturesmostoftheovernightinggroupsinthearea– OthermajorOregoncoastaltowns
• CloserproximitytoPortlandmetro
GroupTours
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Overview• TargetAudiences
– Primary:GrouptouroperatorsthatcurrentlystopinorpassthroughLincolnCity
– Secondary:TargetoperatorsthattravelwithinthePacificNorthwestregion
• Objectives
– CreateawarenessofallLincolnCitygroupofferings– Convertcurrentgrouptourdaytripstoovernights– Booknewoperators
GroupTours
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Objectives
• EstablishLincolnCityasthedestinationofchoicefortouroperatorsvisitingtheOregonCoast.
• Convertdaytriptourstoovernightstays.
• Increaseshareofovernightgrouptourbusiness.
• Extendlengthofgrouptourstays.
GroupTours
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Strategies
• Presentoperatorswithcompellingitinerariesthatrequireanovernightstay
• Partnerwithhotelstodevelopgrouptour-specificprogramsandpackages
• Partnerwithareaattractionsandactivitiestoprovideentertaininganduniqueexperiences
• Createrelationshipswithkeytouroperators
• EstablishgroupbrandingwithintheumbrellaoftheVCBidentity
GroupTours
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Tactics• WorkwiththeLincolnCityLodgingAssociationtodevelopprogramsand
packagesthatinclude:– Tourgreeters,meetingspace,breakfast/happyhour– Specialpricing/packages– Incentives
• Workwithlocalbusinessesandnon-profitstocreategrouptourexperiences:– RustyTruckBrewerytours/tastings– Kitebuildingworkshops– Photohikes
GroupTours
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Tactics• Attendkeyprofessionaleventstoestablishoperatorrelationships
– NTA(NationalTourAssociation)TravelExchange• LeverageTravelOregonandOCVAefforts
– Operatorreferrals– Itineraries– OTTA(OregonTour&TravelAlliance)
• Developgroupspecificbrandedcollateral• Establishpaidpromotionprogram• Maintainconsistentcommunicationwithtouroperators
GroupTours
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Meetings,Conventions&Weddings
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Overview• TheVCBisaresourceandcoordinationpointforcooperativegroupsales
efforts• Currently,theVCBhaslimitedresourcesandnodedicatedstaffforgroup
business.• Informationfromlodgingpartnersthatactivelyseekoutgroupsis
outdated• Permittingforgroupfunctions,includingweddings,nowresideswithin
theVCB
Meetings,Conventions&Weddings
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Overview• LincolnCityhastheinfrastructureandresourcestosuccessfullyhostthe
followingtypesofgroupbusiness– Weddings– Small(upto150people)Social,Military,Education,Religiousand
Fraternalmeetingsandconventions• LincolnCityconventionfacilitiescomprisetheChinookWindsCasino
ResortandSalishan.• TheInnatSpanishHeadandSurftideshavemeetingroomspace• TheEventuaryandthesoon-to-beopenedLincolnCityBeachClubalso
offereventspace• LincolnCitycurrentlyhasnodedicatedcateringcompanies,noflorists
outsideoftheSafewayfloristdepartment
Meetings,Conventions&Weddings
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Overview• TargetAudiences
– RegionalPacificNorthwestMeeting/ConventionPlanners– RegionalEventPlanners– RegionalBusinessMeetingPlanners– RegionalAssociationPlanners
• Objectives– Givelodgingpartnersthemeanstoreachmoreplannersthanthey
candoasindividuals– CreatemoreleadsthanlodgingpartnersandtheVCBcanontheir
own
Meetings,Conventions&Weddings
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Strategies• IdentifycooperativeopportunitieswhichgiveLincolnCityamore
powerfulvoiceincommunicatingwiththetargetaudience• OrganizeandpresentLincolnCityassetsinwaysthatmakeLincolnCitya
unique,desirableandeasytobookmeetingdestination• UtilizeVCBwebsiteasameansofgettingrequestsforbidsonmeetings
andweddinggroups• DevelopspecificgroupbrandingwithintheumbrellaVCBidentity
Meetings,Conventions&Weddings
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Tactics• UsetheLincolnCityLodgingAssociationasameansofinputfrom
lodgingpartnersonthebestsourcesofgroupbusiness• DedicateVCBbudgettocooperativeeffortsattradeshows,allowing
lodgingpartnerstoattendmoregroupandmeeting-relatedshows• MakeplanninganeventinLincolnCityeasy,requiringlessworkfrom
plannersthanotherdestinations• Buildacollateralpackagethatpresentsresourcesandactionable
informationtoplanners• CreateameetingandgroupsectioninthenewVCBwebsitethatgreatly
assistsinplanningameetingorothergroupeventinLincolnCity
Meetings,Conventions&Weddings
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Events
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Overview• RoleofVCBEventsFunction
– City-SponsoredEvents• Designedtobringvisitorstotownandincreaserevenuesforlocalbusinesses,specificallyduringtheshoulderandoff-season
– City-SupportedEvents• EventorganizersmayrequestVCCGrantstobeusedformarketingandequipmentneeds
– EventIncubation• Streamliningthegrantandeventpermitprocesses• Provideadvice,mentoringandpromotionalsupport
Events
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OverviewCitySponsoredEventsAttendance/Investment
Events
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Overview• EventValuation
– TheKiteFestivals,historically,haveproducedthelargestattendanceandtheycontinuetogrow
– AccordingtoDMAI’sEconomicImpactCalculator,the2015KiteFestivalsproduced:
Events
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Overview• Strengths
– City-sponsoredeventshavealonghistory&significantbrandequity– KiteFestivalsand4thofJulyFireworksdriveroomnights,butarenot
gatedandticketed– VCBstaffeventmanagementexperience
• Weaknesses– City-owned&operatedeventstendtobereliantonTRTfunding– StafftimerequiredforCityeventoperations
• Opportunities– BuildawarenessofVCBresourcesavailableforevents
• Threats– Limitedpooloforganizationscapableandwillingtomanageevents
Events
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Overview
Events
1%0% 1% 1%
3%
4%
90%
CANADA
OTHERCOUNTRIES
EASTCOAST
SOUTHCOAST
MIDWEST
WESTCOAST
PACIFICNW
SummerKite2016
0% 0%0% 0%0%
95%
5%
JambalayaCook-Off2016
ALASKA
CALIFORNIA
HAWAII
IDAHO
NEVADA
OREGON
WASHINGTON
• Event guests are primarily from Oregon
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Overview:SummerKiteFestival
Events
• Unlike our overall guest profile, the Valley is the largest market for Kite festivals • Summer Kite is clearly a family event, with a strong younger component
26%
43%
26%
2%
1% 1%
1%
OregonSourceofResidency
GREATERPORTLAND(includesVancouverarea)WILLAMETTEVALLEY
OREGONCOAST
MTHOOD/THEGORGE
CENTRALOREGON
EASTERNOREGON
24%
6%
28%
30%
12%
Age
Under1818-24
25-44
45-64
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Overview:FishTacoCook-off
Events
• Cook-offs deliver an older, local audience, few millennials
14%3%
17%
41%
25%
Age
UNDER18
18-24
25-44
45-64
65+
25%
26%
43%
1% 1%1%
3%
OregonSourceofResidencyGREATERPORTLAND(includesVancouverarea)WILLAMETTEVALLEY
OREGONCOAST
MTHOOD/THEGORGE
CENTRALOREGON
EASTERNOREGON
SOUTHERNOREGON
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Overview:JambalayaCook-off
Events
• Cook-offs deliver an older audience, few millenials
10%
4%
17%
41%
28%
Age
UNDER18
18-24
25-44
45-64
65+
22%
25%50%
2%0% 0%
1%
OregonSourceofResidency
GREATERPORTLAND(includesVancouverarea)
WILLAMETTEVALLEY
OREGONCOAST
MTHOOD/THEGORGE
CENTRALOREGON
EASTERNOREGON
SOUTHERNOREGON
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Overview:Weather
Events
• Weather is a limiting factor for outdoor festivals and events • The window closes by the end of October and does not reopen until May
0
0.1
0.2
0.3
0.4
0.5
0.6
1-Jan 1-Feb 1-Mar 1-Apr 1-May 1-Jun 1-Jul 1-Aug 1-Sep 1-Oct 1-Nov 1-Dec
LincolnCityAveragePrecipitaLon
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Overview:TargetAudiences• PotentialovernightgueststoeventsinLincolnCity• Localbusinessesandnon-profitsthatcancontributeresourcestoevents• BAMA,LincolnCityChamber,CulturalCenter• OthergroupsandorganizationsinterestedincreatingLincolnCityevents• Eventpromoters
Events
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Objectives
• Identifyandnurturecompellingevents• GenerateovernightstaysfromtheValley• EstablishVCBasEventIncubator• Createnewrevenuestreamsforexistingevents• Extendpeakseasonshoulders• Enhancetheguestexperienceatallevents
Events
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Strategies
• Assistinthecreationofcooperativegroupswiththeabilities,fundingandsharedvisiontocreatenew,compellingevents
• MinimizerecurringVCBcosts,maximizetheuseofone-timeseedmoney• Monetizethecrowdsatexistingevents(KiteFestivalsand4thofJuly)to
offsetcostsandallowforbetterfestivalexperiences• Advise,mentor,andassistotherorganizationsthroughgrant
applications,permitting,sponsorshippackages,andeventoperations• Reallocatestafftimefromeventoperationstodevelopmentand
promotions
Events
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EventsTactics:AntiqueWeek• Objectives
– ShowcaseantiquinginLincolnCity– Offer10-daypromotiontoincreaseantiquestoresales– Encourageovernightvisitation
• Partners– Localantiquedealers(18locationsin2016)– LincolnCityCulturalCenter– ChamberofCommerce
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Tactics:SummerandFallKiteFestivals• Objectives
– EnhancevisitordrawoftheKiteFestivals– OffsetTRTfundswithnewrevenuesources
• Partners– GombergKiteProductionsInternational– AmericanKiteFliersAssociation– ChinookWindsCasinoResort– LodgingProperties
Events
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Tactics:SummerandFallKiteFestivals• Packages&Promotions
– Developsponsorshippackagesandvendoropportunities– Lodgingpackages– Promotion
• PromotionalcampaigninSalem,Eugene,Corvallis• “NewandImproved”featurestomakeeachKiteFestivalnewsworthy
• LeverageKiteFestivaltheme
Events
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Tactics:4thofJulyFireworks• Objectives
– Capitalizeonthevisitordrawofthefireworksshow.– OffsetTRTfundingwithnewrevenuesources
• EventImprovements– Livemusicpre-show– Electronically-fireddisplaysynchedtorecordedmusic
• RevenueOpportunities– Sponsorshippackages– Exploreopeningeventtomobiletours– Vendoropportunities
Events
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Tactics:4thofJulyFireworks• Promotion
– Incrementalpromotionalopportunities– “NewandImproved”featurestomakethefireworksnewsworthy– PossiblepartnershipwithDevilsLakeHomeownersAssociationvia
VCCgrant• Doublethefireworks:overtheLakeandovertheBayonthe3rdand4th
Events
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Tactics:CruisetheCoast• Objective
– TransformthreeLincolnCitycarshowsintoatourismevent
• Partners– ChinookWindsCasinoResort– LincolnCityCulturalCenter– BayAreaMerchantsAssociation– LincolnCityKiwanis
Events
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Tactics:CruisetheCoast• Concept
– Unitethethreemajorcarshowsunderasingle,brandedbanner.Promotethemasacar-themedweekendgetaway
• Execution– Logoandmini-site– PromotionofCruisetheCoasttocarclubsinOregonandcar
magazines– Leveragedradiopromotioninkeysourcemarkets– CheckeredflagsinKiwanisflagstands
Events
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Tactics:ChowderandBrewfest• Objectives
– CreateacornerstoneLincolnCityevent– AttractguestsfromPortlandandSalem
• Partners– LincolnCityChamberofCommerce– OutletMall– ChinookWindsCasinoResort– Mo’s– BigfootBeverages– WillametteValleyVineyards
Events
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Tactics:ChowderandBrewfest• Concept
– CombineChowderCook-OffresourceswithArtoberBrewfesttocreateasignaturebeachfestival
• Execution– Operations,volunteercoordination,
sponsorshipdevelopment,revenuecollection&disbursementbyChamber
– Marketing&promotionassistanceonlybyVCB
– Stage&entertainmentbyChinookWindsCasinoResort– Fundingbypartnercontributionsandticketsales(ongoing)– Chamberasongoingowner/beneficiary
Events
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Tactics:FindersKeepers• Objective
– CreateoverallawarenessofLincolnCity– Driveoff-seasonvisitation– CreateawarenessofLincolnCityglassart
scene• Partners
Events
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Tactics:ATourtoDieFor• Objective
– EstablishLincolnCityasaHalloweendestination
• Partners– PioneerCemeteryAssociation– NorthLincolnCountyHistoricalMuseum– TheatreWest– ChinookWindsCasinoResort– LincolnCityCulturalCenter
Events
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Tactics:ATourtoDieFor• Concept
– LincolnCityhistoryliterallycomesalive– CulturalCenterreception,ghostvantour,night-timetourofPioneer
Cemetery• Execution
– Leadpartner:NorthLCHistoricalMuseum– LasttwoweekendsofOctober– PromotionbytheVCB– StoriesfromtheMuseum– ActorsfromTheatreWest– Proceedsbenefitthreenon-profitpartners– Eventownedandoperatedbythreenon-profitpartners
Events
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Tactics:CulinaryCenterCook-off• AnnualCook-off’s
– Jambalaya– FishTaco– WildMushroom
• Objective– CreateoverallawarenessofLincolnCity– Driveoff-seasonvisitation– CreateawarenessofLincolnCityculinaryscene
• Partners
Events
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EventsTactics:ClinicProgram• ClinicsOffered
– Crabbing– Clamming– TidePool–Addedin2016– PhotoHike–Discontinuingin2017
• LowROI,didnotfitthemoldofotherclinics– BeachCombing–Beginning2017
• Objective– Enhancedestinationexperience– Encouragereturnvisitationtocompletetheprogram– Developumbrellabrandthatwilltietheclinicprogramtogether
• Offerrewardforcompletingallclinics
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InformationServicesOverview• VisitorServices
– Directcommunication• ViaVCBadministrativeofficesandVisitorInformationCenter
– VisitorInformationCenter• Publicfacingpointofin-destinationvisitorcontact
– Leadfulfillment• GeneratedthroughTravelOregon,OCVA&otherreferralservices
– CollateralDistribution– OnlineResources
• IndustryPartnerServices– Supplyresourcestotourismpartnerstoenhancevisitorexperience
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InformationServicesObjectives• Providevisitorswithinformationresourcesinandoutsideofdestination
experience.• Providevisitorswithtimelyaccesstoinformation.• OfferalevelandqualityofserviceinlinewiththeoverallLincolnCity
brand.• Growinformationdistributionnetworks.• Establishhighlyinformedtourismindustrypartners.
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InformationServicesStrategies• Provideaccesstoinformationthroughvariedchannelsofcommunication.• Provideinformationpertinenttoallphasesofthevisitationprocess• Providereal-timeupdatestoinformationsharing.• Provideapolishedoutwardappearanceandorganization.• Createconsistencyacrossallmessaging.• AssesseffectivenessofVisitorInformationCenter.• Effectivelygenerateleadsfromnewandexistingsources.• Informationresourceanddistributionnetworkforindustrypartners.• Actastourismindustryexpertandrallyingpointforpartners.
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InformationServicesTactics• Offerinformationresourcesforindividualandmasscommunication
– In-person:Walk-invisitationtoVisitorCenterorVCBoffices– Phone/email:Directone-on-onecommunication– Online:Calendars,VCBwebsite,3rdpartywebsites,e-newsletter– SocialMedia:MasssharingandindividualmessagingandQ&A
• Addressinformationneedsatallpointsduringthetravelplanningprocess– Awareness:Inspiration,advertising,leadfulfillment– Consideration:SEO,OnlineTravelAgents,distributionnetworks– Comparison:VCBwebsite,collateral,assetdevelopment,e-news– Booking:Jackrabbitsearchengine– Experience:In-destinationresources(visitorguide,infocenter,etc)– Advocate:Onlinereviews,WoM,socialmedia
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InformationServicesTactics• Posttimelyupdatestoalldistributionchannelsasinformationbecomes
available.• Ensureinformationpresentationanddistributionchannelsmatchbrand
identityandqualitystandards.– Printcollateral– Digitalassets– Frontlineappearance
• Createunifiedpresentationlook,feelandvoice.
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InformationServicesTactics• EvaluateeffectivenessofVisitorInformationCenter
– Conductstatisticalauditofcenteractivity– Examinecenterfront-linepresentation– Assessvisitoraccesstoinformation– Outlinelong-termvisionforcenter’sfuture
• Providetrainingtoallvisitorservicesfront-linevolunteersandstaff• Continuetogrowfollowingforregularinformationdistributionvia
events,tradeshows,referralservices,socialmediaandothermarketingactivities.
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InformationServicesTactics• Supportvisitorinformationthroughindustrypartners
– WeeklyHotSheet– Trainings/Workshops– Informationalcall-outs– Collateraldistribution– Digitalresourcelinkbackthroughpartnerassets
• Actastourismindustryexpertandpointofcontactforpartners– Industrye-newsletter– Onlineresources:Research,grants,industryspecificdevelopment– ConduitforTravelOregonandOCVA
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