Post on 07-Dec-2014
description
Discover KlamathVisitor and Convention Bureau
Update To:Klamath County Board of Commissioners
April 9, 2014
Mission Statement
Discover Klamath strengthens Klamath County’s economy by attracting and encouraging visitors and residents to experience the Klamath region by promoting our unique natural environment, vibrant cultural communities and rich heritage
resources.
Background
• Jan 2009 – Appointed Official Tourism Agency• Jan 2009 – Organized as 501 (C)(3)• Jul 2009 – Completed Brand Platform• Jan 2010 – Initiated Marketing • Dec 2012 – Successful Audit• Dec 2013 – Re-appointed• Mar 2014 – Launched largest marketing push
About Discover Klamath • Board Of Directors:
– Jenifer Roe (Chair); Roe Outfitters– Victoria Haley (Treasurer); Patel Hotel Group– Debra Gisriel (Vice President); FNR Realtors– Norm Holliday; Holliday Jewelers– Ann Cavanaugh; SmithBates– Walt Badorek; Retired Business Owner– Lisa Galloway; Running Y Ranch– Mark McCrary; Ross Ragland Theater – Anita Johnson; Kla-Mo-Ya Casino– Gerry O’Brien; Herald & News– Robin King; Tater Patch Quilts– Kristy Weidman; OIT Marketing Professor– Drew Honzel; Klamath Trails Alliance– Jim Bellet; Klamath County Commissioner (Ex-Officio Board Member)
• Staff – Tonia Ulbricht, Dahniel Ferris, Jim Chadderdon
Quick Stats• Tourism (Oregon) –
– $9.6BB Revenues – 94,000 direct/41,000 indirect jobs
• Tourism (Klamath County) -– $132MM– 1700+ jobs
• Crater Lake National Park - – 450,000 to 500,000 visitors annually– Injects $40MM+ into local economies
2014 Strategies
# 1 – Financial:
Find More $$
2014 Budget Review• CY 2014
– TRT Revenue: $331,000 (+8.2% vs. YA)– Total Revenue: $398,000 (+13.1% vs. YA)– 50% to marketing (n/c)
2014 Strategies
# 2 – Develop
and MaintainPartnerships
Partnerships
• Combine $$ for Mutual Benefit • More $$ = Marketing Leverage• Equals More Media Reach & Frequency
Major Coop Partners
EXAMPLE:
EXAMPLE:
EXAMPLE:
Travel Oregon Investment: $3.0MMDiscover Klamath Investment: $25,000
•Tagging – TV, Print, Social, etc…•Web presence – TO.com•TO’s PR Engine•Travel Writer Tours•Secure IP Addresses•Retargeting•PR & More….
Local Coop Marketing Partners• Winter Wings Festival• Ross Ragland Theater• Kruise of Klamath• CASA’s Ride for the Child• Klamath Blues Society• Running Y Ranch• Kla-Mo-Ya• North Klamath County • Oregon State Chile Cook-off• Snowflake Festival• Lake of the Woods Resort• Roe Outfitters• KFs GEMS Baseball
SOVA – Sunset Magazine
SOVA – American Road
SOVA – Sunset Banner
SOVA – SF Online
SOVA – Sacramento Digital
CO-OP Discover Klamath Ads
SOVA – YELP!
2014 Strategies# 3 – Target
Key Drive and
Fly Markets
Klamathis
MultiModal
SEATTLE
PORTLAND
SF BAY AREA
EUGENE
MEDFORD
SACRAMENTO
REDDING CHICO
MEDFORD
DriveMarkets
7 WONDERS CAMPAIGN
Fly Markets
2014 Strategies
# 4 – StayBroad but
Develop Selective Niches
2014 Niche StrategyContinue to market to mass consumer audience;
however, when possible and appropriate capitalize on existing or emerging travel trends –
Trails Geocaching Water Birding
2014 Strategies
# 5 – Employ
Consumer Media
2014 Consumer Strategy• Consumer Media
- Integrated Marketing Approach
2014 Consumer Strategy• Use Many Mediums
- TV- Tradeshows- Print Advertising- Printed Collateral - Mobile App- Website- Social Media - Web Advertising / email marketing- Retargeting (site, contextual, keyword)- Public Relations
Print Magazines
Print Magazines
Print Advertisement
Print Advertisement
Print Advertisement
Print Advertisement
Print Advertisement
Print Advertisement
Web – TripAdvisor.com
Mobile App
Social Media
Social Media
Social Media
Relocation Magazine
Discover Klamath Online MagazineMagazine.DiscoverKlamath.com/sept_2012
Discover Klamath Online MagazineMagazine.DiscoverKlamath.com/fall_2013
Klamath Life
1859
Magazine
Portland Monthly
OFEA
Calendar
Yelp!Web Banner Ad
Online & Print Ads
Tradeshow Booth
Tradeshow Booth
TRADESHOWS• Sportsman’s Expo - Sacto• Bay Area Sports Show – Santa Clara• Nevada Boat & Rec Show - Reno• Vancouver BC – Sales Mission• National Train Day – Portland & LA• Go West – Seattle• International Pow Wow – Chicago• Others – Klamath Home Show
Oregon Live.com
Via
.com
Huffington Post
Northwest Travel Magazine
Public Relations
Public Relations
Large Format Vinyl Banners
Large Format Vinyl Banners
2014 Strategies
# 6 – Court
Travel Trade
Tour Operators/Conventions/Agents
2013 Travel Trade Strategy• Increased focus on B2B
– Tour Operators – Travel Agents – Conventions & Business Meetings
Tactics – - Tradeshow Exposure- Magazine Ads- Personal Contacts- Targeted Web/Electronic
2014 Strategies
# 7 – Encourage Local Pride
2014 In-County Strategy• It’s About Education• Education = Trial Enthusiasm Buzz
Tactics:– Local Media (KOTI-TV & Radio)– H&N Focus (Klamath Life, etc…)– Social Media (Blogging, YouTube, FB, etc…)– Frontline Worker Education Classes– Tourism Outposts
RESULTS
Occupancy Rates
Web Stats
Social Media
Mobile Access to Discover Klamath Web
Visitor Stats
Thank You For Your Support