Beaumont Convention and Visitors Bureau Campaign Book · PDF file1 Beaumont Convention and...
Transcript of Beaumont Convention and Visitors Bureau Campaign Book · PDF file1 Beaumont Convention and...
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Beaumont Convention and Visitors Bureau
Campaign Book
By: Rashamir Sims, Shawn McBride, Christine Lane, Gee Gladney
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Table of Contents
1. Title Page
2. Table of Contents
3. Executive Summary
4. SWOT (preview)
5. Strengths, Weaknesses,
6. Opportunities, & Threats
7. Problem Statement/ Strategy
8. Budget
9. Creative Strategy/ Execution
10. Public Relations
11. Social Media Marketing
12. Evaluation
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Executive summary
Our goal at the Beaumont Convention and Visitors Bureau is to share all the
good things that Beaumont has to offer. We help plan vacations, meetings and also
events. Even though we do a solid job, we do not succeed to reach the younger
audience from ages 21-25 in the Houston. We always hear younger people talking
about how there isn't too much stuff to do in Beaumont, so we came up with a
solution. The big idea for our campaign is to create an “A day of fun”. This will
allow our younger audience to experience the various activities that Beaumont has
to offer. We will meet at the Lamar university campus around 10 AM, and
transportation will be provided. During this tour we will stop at places that are not
so common to the younger crowd. We will attend a beer festival on Crocket Street,
and also visit several different restaurants. Last but not least, we will inform the
younger audience about Beaumont history at the Spindle top museum. With this
campaign, we hope to establish a relationship with the younger audience in the
golden triangle area.
Objective
1. Reach out to a younger audiences
2. 2. Use Beaumont Enterprise, Facebook, Twitter, TX magazines to
advertise “Fun Day”.
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Strengths
The Beaumont Conventions & Visitors Bureau promotes and markets
Beaumont, Texas as a premier visitor and convention meeting destination. We
maximize the number of visitors in order to grow the Hotel Occupancy Tax and
increase visitor spending. Hotel Occupancy Tax is how we gain revenue for the
company. Beaumont CVB dedicates it’s time to making Beaumont relevant by
using the websites calendar to show when events are happening. Also, the
Beaumont CVB is very avid amongst older audiences
Weaknesses
Fail to reach younger audiences between the ages of 18-30. Although the
Conventions Bureau is great at bringing visitors for conventions, it lacks in areas
other than business. The Beaumont CVB does not deal directly with Lamar
students, in which students are from all over and could easily bring in family
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Opportunities
The Beaumont CVB could receive a great amount of profit from more visitors
coming into Beaumont of course! By reaching out to Lamar students, it could
diversify the visitors that come into town and build a connection with younger
audiences. Beaumont CVB “fun day” will show younger audiences that Beaumont
can be an exciting place to come visit
Threats
Surrounding areas that are bigger such as Houston and New Orleans offer
more things that attract younger audiences just from the surface. The media has put
a lot of distasteful news out about Beaumont that fends people away.
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Problem Statements
1. What is there to do in Beaumont?
Many young people complain about lack of Activities to do in
Beaumont
Strategy
The Beaumont CVB would love to bring younger visitors to Beaumont. We
have come up with a “fun day” to help bring in more Hotel Occupancy Tax. The
“fun day” will consist of many activities veered towards younger audiences such as
music performances, giveaways, and MORE! All people have to do is register on
the website. It is encouraged that Lamar students get their friends to come out, in
which they will receive a discount upon registration. Registration will only cost
$20 a person, which will pay for everything during “fun day”.
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Budget
BEAUMONT CVB BUDGET
January February March April May June July
Radio Ad Market 6-20
Newspaper
Online ad LU Press
August September October November December Cost Per Month
$3,500
$200
$250
Total Costs
$42,000
$2,400
$3,000
Total: $47,400
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Creative Strategy
Execution
The Beaumont Convention and visitor’s bureau will host “a day of fun” in
Beaumont. Having this event will allow younger people to experience parts of
Beaumont that they haven’t seen before.
We will be leaving promptly from campus at 10 a.m. and arriving back at 8
p.m. on December 4th, 2015. There will be a series of transportation provided such
as vans and motor pads. Younger people will be able to see and learn the history of
Beaumont on the tour.
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Public Relations
What’s on your mind?
After the tour people will be asked to express their feelings of Beaumont on
various Social Media outlets. This will allow us to gather information on how to be
more effective with future tours. The Social Media feedback will also allow us to
know what younger people will like to see added to Beaumont.
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Social Media Marketing
We will encourage the visitors to talk about their experience with their
friends and family on their return to their homes. We will customize our day of fun
by creating activities for people between ages 21-25 in the South East Texas area.
We will have activities for children, and plenty of areas for our adult visitors to
meet and make lasting friendships. They will be able to make new friendships, and
also be able to network at the event. The friendships and networking will lead to
more of a connection with Beaumont, which will lead to the idea of returning for
another visit to our fair city. We will encourage those who attend to post video
from their day on YouTube and other social media platforms. We will distribute
information about our event through social media on all of the following websites
Facebook, Google+ , twitter, Instagram, and LinkedIn.
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Evaluation
To measure the effectiveness of our “Day of Fun” in Beaumont, we will
look at both attendance, and increases in persons staying at local hotels. We will
compare the increases in persons staying at hotels in Beaumont throughout the
year, and report the amounts compared to the previous year’s corresponding
month. We will also send online surveys to the visitors to report on their views and
feelings towards Beaumont. With the videos posted by the attendees on social
media platforms we will also gather valuable data from comments and by view
counts. With the collected data we will determine the effectiveness of the “Day of
Fun”. Both by how much exposure it receives, and by how effective it is at
increasing the population which in turn will bring more revenue into Beaumont.