Marketing Plan 2016 - 2017€¦ · Tactics: Relevance & Sustainability • Use metrics to make...

MarketingPlan2016-2017

•  Mission,Vision&Goals•  SituationAnalysis•  Branding•  MediaPlan•  Advertising•  PublicRelations•  SocialMedia•  GroupTours•  Meetings,Conventions&Weddings•  Events•  InformationServices

Contents

Mission,Vision&Goals


MissionInspiretravel,stimulateeconomicgrowthandstewardbrandidentitythroughdestinationmanagement,tourismpromotionandvisitorexperience.VisionAvibrantandprosperousLincolnCityasthepreferredbeachdestinationontheOregonCoast.

Goals•  PositionanddemonstrateLincolnCityasauniquetraveldestination•  Establishbrandclarityandincreasedawarenessthroughunifiedefforts•  Buildandexpandstrategicpartnerships•  Advocateforanddevelopcriticaltourisminfrastructure•  Demonstratevalueandpositivereturnoninvestmenttostakeholders,

partnersandcommunity•  IncreaseovernighttraveltoLincolnCity,increasingADR,mid-week

businessandshoulder/off-seasoneconomicactivity•  Optimizeorganizationalcapacity,toolsandtactics•  SupporttheLincolnCitytourismcommunityastheindustryexpertand

trustedresource


SituationAnalysis

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

•  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

•  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

0

500

1,000

1,500

2,000

2,500

Portland

Valley

Washington

Check-insbyMonth2014

Source:LincolnCityLodgingZipCodeSurvey

•  PortlandandWashingtonStatereflectoverallspringbreakandsummerpeaks•  TheWillametteValleyshowsnosummerpeak,indicatingapotentialpropensitytodaytrip

SituationAnalysis

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

•  2016WashingtonSpringBreakinApril.•  SpringBreakpeakappearstobeextended,notmissing.

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

2014&2016Checkins

2014CheckIns

2016CheckIns

SituationAnalysis

•  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

SmithTravelResearchReportshowsnospringdeficitinADRorOccupancy

0

20

40

60

80

100

120

140

160

Occupancy/ADR2015-2016

Occupany-%2016

ADR-2016

Occupany-%-2015

ADR-2015

SituationAnalysis

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

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

•  Oregon’seconomyisontherebound,outperformingWashingtonStatein2015

•  Portlandisdrivingthereboundviapopulationgrowthleadbyyoungprofessionals

•  Young,upscale,newresidentswithnoestablishedvacationtradition

SituationAnalysis

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

GuestAge

•  GuestdemographicinformationiscurrentlyonlyavailablefortheentireOregonCoastthroughLongwoodsTravelresearch.

SituationAnalysis

ChildreninHH

•  38%ofgueststotheCoastaretravelingwithchildrenintheparty•  GuestdemographicinformationiscurrentlyonlyavailablefortheentireOregonCoastthrough

LongwoodsTravelresearch.

SituationAnalysis

AveragePartySize

•  Increasedpartysizecoincideswithspringbreakandsummervacation•  GuestdemographicinformationiscurrentlyonlyavailablefortheentireOregonCoast

throughLongwoodsTravelresearch.

SituationAnalysis

HouseholdIncome

SituationAnalysis

AverageLengthofStay

•  TheCoasttendstobeaweekendgetawayfor66%ofguests

•  Opportunitytoincreaselengthofstaybydemonstratingmanythingstodo

SituationAnalysis

Summary•  PortlandMetro(includingVancouver,WA)isourprimaryandsingle

largestmarket,receivingourbiggestinvestment

•  TheWillametteValley(specificallySalem)issecondinimportance,butispotentiallyadouble-edgesword,deliveringlow-revenuesummerdaytrips

•  PortlandandtheValleyarethebestpotentialforshoulderseasonstays

•  TheMay-JuneandSeptember-OctobershoulderswillproducethehighestADRreturnonmarketinginvestment

•  Regionalmedia,PRanddigitalpromotionarethemeanstoreachthemanysliversofmarketsoutsideofPortlandandtheValley

SituationAnalysis

Summary•  The38%ofvisitorstotheOregonCoasttravelingwithchildren18or

youngerwillbeaddressedduringthevacationplanningtimeperiodsforspringbreakandsummervacation,primarilyfirstquarter

•  Anecdotally,LincolnCityhotelswithpropertiesinSeasidereportahigherpercentageoffamiliesbookingvacationsinSeasidebecauseofmorechild-friendlyattractionsandactivities

•  Intheabsenceofboardwalksandbumpercars,LincolnCityneedstoemphasizeitsabundanceofnature-basedfamilyactivities

SituationAnalysis

Branding

Overview•  BacktoBasics

–  TheVCBisintherebootmode–  Brandpillars:SevenMilesofSmiles&BiggestLittleBeachTown–  Buildmodeforidentityfoundation,keyassetsandstrategy

•  ContinualImprovement–  Evaluatebrandstrategyusingguestinput,researchandindustry

bestpractices•  StrategicPlanning

–  VCBTourismDevelopmentPlanthatcoordinateswithandenhancescitywidecomprehensiveplanning•  Encompasskeyelementsofmarketing:Price,Product,

PromotionandDistribution

Branding

Objectives•  Establishbrandclarityandunifiedvoice•  CreateguestexperiencesinalignmentwiththeLincolnCitybrand•  Createavisitor-relevantVCBbrand•  Presentafuturefocusedbrandthatspansadministrations

Branding

Strategies

•  Researchdrivenaccountability•  IdentifyaLincolnCityUniqueSellingProposition•  ParticipateintheCityUnifiedBrandingproject•  EvolveVCBtoacontemporaryvisitorfocusedidentity•  Alignallmarketingandcommunicationeffortswiththecorebrand•  DefineandenhancetheLincolnCityguestexperienceinwaysthat

reinforcethecorebrand•  Stewardpositivedestinationreputation•  Maintainrelevantpromotions,productdevelopmentandservicesfora

sustainablefuture

Branding

Tactics:ResearchandPositioning•  OngoingResearch

–  Guestinputviaregularqualitativeandquantitativeresearchprojects–  Regularlyupdatedestinationassessment

•  10yearssincetheBrooksstudy•  Progressreportandupdatedgoals

–  Leverageexistingstate/coast-wideresearchassets–  IdentifysuccessfultourismideastoapplytotheLincolnCitybrand–  Participateincontinuingeducation,ideasharingandprofessional

developmentforfutureexplorationinaneverevolvingindustry•  Conferences,networking,sitevisits

Branding

Tactics:ResearchandPositioning•  Positioning

–  DevelopaconsistentpositioningbasedonaUniqueSellingPropositionthroughguestresearchandstakeholderfeedback

•  Umbrellabrandforalineartownwithnocenter•  USP:Oregon’sbiggestlittlebeachtown

–  Addressesissuesofseasidelocation–  Leverageslargelinearscopeandsmalltownmentality

•  Campaign:SevenMilesofSmiles–  LeveragesthelinearscopeofLincolnCity–  Sevenfullmilesofbeach,natureandtowntoexplore–  Versatileandandflexiblecampaignoptions

Branding

Tactics:UnifiedCityBranding•  BrandGuidelines

–  AlignallVCBcreativetoreflecttheoverallLincolnCitybrand,resultinginaguestexperiencethatmatchesthebrandpromise

•  BrandStrategy–  DevelopaCity-wideTourismDevelopmentStrategy–  Long-termvisionrelativetoexperiencedesign,infrastructure

development,marketing,placemaking,tourismmanagementandallothermeansofbranddelivery

•  DovetailVCBPlanswithOverallCityPlanning–  ComprehensivePlan–  ParksMasterPlan–  UrbanRenewal

Branding

Tactics:VCBasaMeaningfulBrand•  MaketheVCBNameaBrandPromise

–  EvolvetoVisitorTravelLincolnCity•  Industrystandard(e.g.TravelOregon,VisitSeaside)•  Meaningful,approachableandintuitivetoguests•  Invitationtovisit

•  Collecttheassetstore-brandtheVCB–  ImplementUnifiedBrandingprojectassetstoestablishnewVCB

publicfacingidentity–  URLregistration–  DBAregistration–  Existingasset-widere-branding

Branding

Tactics:MarketingEffortFocus•  Buildhighqualityassets–doitrightordon’tdoitatall•  Simplifyallcommunications,speakinonevoice•  Developgoverninggraphicidentity•  Implementsubbrandsforkeylinesofbusiness

–  Events,Nature/Adventure,Culinary,Groups&Meetings•  Investprimarilyinhighreturnmarkets:PortlandandWillametteValley•  Buildfrequencywithaconsistentmessagethatspansadministrations

–  Campaigns,specificpromotions,eventsandtop-of-mindawareness

Branding

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

Tactics:Relevance&Sustainability

•  Usemetricstomakeimprovementsanddroptroubledprograms,promotionsandevents

•  Adapttochangingtechnology,behaviorsandtraveltrends•  Flattenseasonalpeaks,buildingoutshoulderstomaximizeADR•  Encourageaweek-longvacation,convertingday-tripstoovernights

Branding

MediaPlan

Overview

TheLincolnCityMarketingPlanidentifieswhatLincolnCityis–andwhatitisn’t–inthemindsofpotentialvisitors.AdvertisingwillfeaturelayeredmediaelementstohelpexpandandsharpenperceptionsofLincolnCityandencouragemorevisitorsandlongerstays.Effortswillfocusonreachingkeygeographicanddemographictargetsmultipletimesandinmultipleways.TargetAudiences•  Femaleheadofhouseholdasdecision-maker,25-49,marriedwithkids

(springbreak&summer)•  Femaleheadofhousehold,emptynesters,50+(fall&winter)

MediaPlan

Objectives

•  ConsistentlypositionLincolnCityasthepreferredcoastaldestination•  FirmlyestablishLincolnCity’sbrandequityinthe“SevenMileofSmiles”

tagline•  Expandonthenumberandvarietyofsmile-producingopportunities

availabletovisitors•  Improvevisitorexperienceandbookingsthroughdirectiontoimproved

website•  Inspirevisitationfromcoremarketsduringkeytravelplanningtime

periods

MediaPlan

StrategiesApproach:•  Themedialandscapeiswildlydiversewithinnumerableoptions.Media

consumptionisincreasinglyfragmented•  Thefollowingmediacalendardetailstheuseofacarefullyselectedmixof

platformsandmediatoachievethedesiredresults

Timing:•  ThemediacalendarhasbeendesignedwiththegoalofhavingLincoln

Citymessaginginplaceyear-round,withspecialemphasisplacedonkeyvacationplanningperiodstoattractmorelonger-stayvisitors

MediaPlan

StrategiesMessaging:•  Deliveraconsistent,highimpactmessagetohigh-potentialvisitorsinkey

markets(PortlandandtheWillametteValley)•  UtilizedigitalcommunicationsandregionalmediatoreachotherPacific

Northwestmarkets(e.g.WashingtonState)toofragmentedtoreachindividually

•  Allmessagingwillincorporatethe“SevenMilesofSmiles”positioningstatement.Whileconsistentinstyleinallapproaches,theindividualcreativeelementswillbedesignedtomaximizethebenefitofeachplatform,fromlong-formdigitalstory-tellingtoconcisesingularmessagesforoutdooradvertising

•  Focusbygeographicalmarketandcommunicationschanneltoproduceaminimum3Xfrequencyofmessagedelivery

MediaPlan

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




MediaPlan

MediaPlanHighlights:SpringVacationPlanningTimePeriod/SeasonKickoff:•  February–April•  TargetedComcastSpotCableTVplacements•  PortlandRadioandTrafficReportSponsorships•  Travel&Leisureregionalprint•  OutdoorAdvertising(Portland)•  Long-formdigital&retargeting•  PaidSocialMedia

MediaPlan

MediaPlanHighlights:SummerIn-SeasonPromotional&Reminder:•  May–August•  PortlandRadioandTrafficReportSponsorships•  Travel&Leisureregionalprint•  Long-formdigital&retargeting•  PaidSocialMedia

MediaPlan

MediaPlanHighlights:FallFallEventandEmptyNesterReminder:•  September-October•  PortlandRadioandTrafficReportSponsorships•  WillametteValleyRadio-events•  Travel&Leisureregionalprint•  Long-formdigital&retargeting•  PaidSocialMedia

MediaPlan

MediaPlanHighlights:WinterWinterStormWatchandHoliday:•  November-January•  PortlandRadio•  Travel&Leisureregionalprint•  Long-formdigital&retargeting•  PaidSocialMedia

MediaPlan

Advertising

Objectives•  InspirepotentialgueststovisitLincolnCity•  EstablishandreinforcetheSevenMilesofSmilescampaign•  Embodymission,visionandgoals

Strategies•  Developthecreativeassetsneededtomaximizeopportunitiespresented

bythemediaplan•  Supporttheuniquesellingproposition•  Utilizecontemporaryandevolvingadvertisingtrends•  Translatemediacampaignsintotravelplanningcycleconversions

Advertising

Tactics:AssetDevelopment–Libraries&Templates•  InvestincreativeassetlibrariesandtemplatestobestportrayLincolnCity

asanidealvacationdestination–  Videolibrary–  Stillphotolibrary–  Mini-websitetemplates:Events,sub-brands,promotions–  Flexiblecampaigndesigncapableofnimblemessagingwhile

maintainingcorebranding•  Print:Displayadvertising•  Digital:Bannerads•  Video:Commercialspots

Advertising

Tactics:AssetDevelopment–VCBWebsite

•  RegisterURLsthatcontain“LincolnCity”and“SevenMilesofSmiles”•  AligntheURLwiththeLincolnCityBrand•  Newwebsite,ground-upbuild

–  Mobilefirst,responsive(55%ofsitevisitorsareusingamobiledevice)–  SEO-friendly–  Structuredtobeintuitiveandusefulforguests–  Funnelgueststobookingengine–  Inspirational–  Amplifiescorebrand

Advertising

Tactics:AssetDevelopment–PrintCollateral

•  PortrayLincolnCityasahigh-quality,desirabledestinationthatdeliversafullSevenMilesofSmiles

•  StrivetocreatequalitystatementsaboutLincolnCity–  Qualityoverquantity

•  Focusonkeypieces:Visitorguide,brochures,maps,rackcards•  Fewer,butbetterbrochuresandprintedpieces

–  Combinelikenichebrandsintosinglebrochures–  UpgradetheLincolnCityVisitorsGuidetomagazineformat–  Digitalalternativestopaperbrochuresthatarebetterthanpdf

versionsthepaperbrochures,optimizeformobile

Advertising

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

Tactics:UniqueSellingPropositionSupport

•  WorkinconjunctionwiththeCityManager’sUnifiedBrandingprojecttocreateaVCBlogoandrelatedgraphicsstandardstobetterreflecttheLincolnCitybrand.

•  Createconsistencyacrossalladvertisingchannelstoreflectonesetofcorebrandvalues.

Advertising

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

Tactics:TravelPlanningCycleConversions

•  Inspiration–  Buildawarenessthroughbrandconsistencyandadvertisingfrequency

•  CreateConversions–  Convertadvertisingeffortstoroomnightsbooked:Jackrabbit–  Behavior:Engagement,collateralrequest,leadgeneration–  AdvertisingAnalytics:Impressions,click-troughs,reach

•  Experience–  Carrybrandpromisethroughtodestinationexperience

Advertising

PublicRelations

Overview•  PublicRelationsPlatforms

–  EarnedMedia:Unpaidmediaplacementsgeneratedbyoutwardpublicity

–  EmailMarketing:Monthlyelectronicnewsletterandspecialeditionsfeaturingpromotions,eventsandstoriesofinterest

–  Blog:Monthlyeditorialcontentpromotedviaemail,socialmediaandVCBwebsite

–  Appearances:Attendanceatlocalandregionalevents,tradeshows,workshopsandotherindustry/medianetworkingopportunities

–  SocialMedia:Interactive,real-timemarketing

PublicRelations

Overview•  PublicRelationsTools

–  Cisionwascontractedin2015-16forpressreleasedistribution,mediatrackingandmediavaluation

–  RenewaloftheCisioncontractfor2016-17droppedthebroadcastmoduleuntilamorerobustabilitytogenerateVideoNewsReleasesisdevelopedbytheVCB

–  HARO(HelpAReporterOut)

PublicRelations

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

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

Overview•  Blog

–  Providearangeofeditorialcontentfacilitatingmorein-depthcontentforvisitors

–  Distributionthroughemail,socialmediaandtheVCBwebsite–  Featureguestbloggers

•  Appearances–  RepresentLincolnCityatlocaleventssuchaskitefestivalsandother

significantdrawsforareavisitors–  Attendlocalandregionalnetworkingopportunities–  ParticipateintradeshowspromotingvisitationtoLincolnCity

PublicRelations

Objectives•  Createtop-of-mindawarenessofLincolnCityinprimarymarkets•  EstablishandreinforcetheLincolnCitybrand•  Amplifypaidadvertisingmessageincoremarkets•  Reachregionalandnationalmarkets•  Generateawarenessforpromotions,eventsandattractions•  Enhancedestinationreputationwithvisitorsandmedia

PublicRelations

Strategies•  BearegularfeatureinkeySourcemarketmedia(PortlandandWillamette

Valley)•  BecometheOregonCoasttownwiththebestresourcesforwriters,

reportersandproducers•  WorkinpartnershipwithTravelOregonandtheOregonCoastVisitor

Associationtobetterutilizeregional,nationalandinternationalPRopportunities

•  ProduceresourcesthatareconsistentwiththeLincolnCitybrand•  Secureeditorialcontentthroughadvertisingpartners•  Complimentadvertisingthroughpaidexposureandcontent

PublicRelations

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

Tactics•  Increase2016-17earnedmediaresultsinkeymarketsusingtraditional

andopportunistictools:–  PressReleases–  Pitches

•  EditorialCalendars,HARO(HelpAReporterOut),In-personoremail,Socialmedia,primarilyTwitter

–  RequestsfromTravelWriters•  Pressmaterials

–  DevelopaMediaFAMTripProgram•  Itinerariesforspecificinterestgroups•  WorkwithTravelOregonandOregonCoastVisitorsAssociation

PublicRelations

Tactics•  BetterleveragedigitalsourcessuchasCisionandHARO•  Leveragepaidadvertisingforadditionalearnedmediaopportunities•  MaximizepaidexposurerelatedtotheVCBmediaplanthrough

sponsoredcontentandsocialmedia•  Haveresourcesathandforthemostfrequentmediarequestsandthe

meanstomostefficientlydeliverthemtowriters•  Buildabrandedpresskit,whichincludesphotos,videos,andother

resourcesforwritersandreporters•  Redesignemailmarketingtobemobilefriendly

PublicRelations

Tactics•  EarnedMedia

–  TrackingandvaluationusingCision•  AVE(AdvertisingValueEquivalency)•  Uniquevisitors

–  StoriesarchivedusingFormstack•  Eachstoryassignedascoremeasurabletopreviousyear

•  Archivedmonthly

PublicRelations

Research

DraD

Edit

Revise

Release

Track

SocialMedia

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

Overview•  Twitter

–  Accountsfor:•  VCB–Events,promotions,weather,FindersKeepers,storiesofinterest

•  1,800+followers–  ComplimentarytoolwithFacebook–  Actsasamechanismforsmallerpromotions

andevents–  Realtimeposting,notgovernedbyanalgorithm–  Excellentvehicleforhashtag(#)marketing–  Waytoengagepersonallywithindividuals,organizationsand

membersofthemedia

SocialMedia

Overview•  Instagram

–  Accountsfor:•  VCB–Visualdriveninspiration•  1,900+followers•  LaunchedApril2016

–  ComplimentarytoolwithFacebook–  Fastestgrowingsocialnetwork–  Realtimeposting,notgovernedbyanalgorithm–  Excellentforcrowdsourcedmaterial–  Excellentvehicleforhashtag(#)marketing–  Potentialforwebsiteintegrationandinfluencermarketing

SocialMedia

Overview•  YouTube

–  Accountsfor:•  VCB–Onlinevideowarehouse•  44subscribers

–  Primarilyusedasanembeddingtoolforonlinevideopromotion

–  Newreoccurringcontentisking•  Currentlylackcontent

–  Potentialfordistributingadditionalonlinecontentasitisproduced

SocialMedia

Overview•  Google+

–  Accountsfor:•  VCB–ReplicatesFacebookposting•  34followers

–  Dyingplatform–  Usedprimarilytoenhancesearchabilitythrough

Google’sorganicsearchengineoptimization–  Littleeffortisspendmanaging,updatingorexpanding

SocialMedia

Objectives•  Growsocialmedianetworkfollowingandengagement

•  Maximizesocialmediaplatformusage

•  EstablishsocialmedianetworksasanextensionoftheLincolnCitybrand

•  Providereal-timeengagementwithvisitors

•  Engageexternaltourismstakeholders

SocialMedia

Strategies•  Utilizepaidsocialmediamethodstoreachnewaudiences•  Encourageorganicaudiencegrowth•  Leveragespecificstrengthsofindividualsocialmediaplatforms•  Utilizesocialmediaplatformswithspecificintent•  Establishaconsistentmarketingvoiceandtone•  CreateasocialexperiencethatisconsistentwiththepillarsoftheLincoln

Citybrand•  Monitorandengageinboundvisitorcommunication•  Monitorandengagetourismstakeholdersocialnetworks

SocialMedia

Tactics•  ImplementapaidsocialmediacampaignonFacebook

–  Ads,boostedpostsandsuggestedcontent–  Growengagementandfollowing–  Identifyfuturepaidopportunitiesthroughadditionalnetworks

•  Encourageengagementandgrowththrough:–  Highqualityinspirationalcontent–  Impactfulpostingfrequencyandscheduling–  Stayingcurrentonevolvingtrendsandbestpractices

•  Catercontenttomaximizechangingplatformalgorithms•  Identifyuserdemandsforindividualplatforms

SocialMedia

Tactics•  StewardFacebookassocialmedia“homebase”•  BuildTwitterasaninteractiveconversationforum•  RefineInstagrampageusinginspirationalphotos•  RevivetheVCBYouTubechannelwithqualityvideocontentandefficient

frequency•  Evaluateadditionalplatformstofulfillfutureneeds•  Implementaconsistentvoiceacrossallplatforms•  Followbrandedstyleguideinallcommunications•  Utilizeamedialibraryofnewcontentusingcontractedandcrowd

sourcedphotographersandvideographers

SocialMedia

Tactics•  Engageinboundvisitorcommunication

–  Respondpromptlytoallmessages–  Providedailyengagement–  Engageconsistentlywithusercommentsandquestions–  Createinteractivecontent–  Encourageusergeneratedcontent

•  Engagetourismstakeholders–  Followstakeholdernetworks–  Like,shareandencouragesocialmediaparticipation–  Sharerelevantcontentonkeypartnernetworks

SocialMedia

GroupTours

Background

ThemotorcoachgrouptourbusinesstoLincolnCitycanbecategorizedas:•  DaytripperGroups

–  Groupsaround25peoplefromtheWillametteValley•  Seniorcenter,retirementhome,oraCity’sP&R

•  TourOperatorGroups–  Groupsfrom25-55peoplethatarespendingafewdaystoaweek

touring

GroupTours

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

Overview•  MajorTourOperators

–  DayTrippers(SanDiego)•  Bookingtwogroupsayearsince2012

–  VillageTours(Wichita)•  Groupsofover40in2014and2015•  Stayedatalocallodgingproperty

–  WesternLeisure•  Firstgroupin2015with51people

•  Mainattractionsandactivitiesforgroups–  CookingDemoattheCulinaryCenter–  GlassblowingatJenniferSearsGlassArtStudio–  Step-ontourofLincolnCity

GroupTours

Overview

•  Strengths:–  LincolnCityisconvenientlylocatedonthecentralOregonCoastisa

relativelyclosetoPortland–  TheGlassStudioandCulinaryCenterareuniqueandattractiveto

grouptours•  Weaknesses:

–  Motorcoachparking–  Limitednumberofhotelsandrestaurantsabletohandlegroups/

buses–  LincolnCityisnotawalkabletown–  Perceivedasnothavingalotforgroupstodo

GroupTours

Overview•  CompetitiveSet

–  Newportlodging•  ElizabethStreetInnisanexcellentoceanfrontpropertythatcaterstogroups

•  Capturesmostoftheovernightinggroupsinthearea–  OthermajorOregoncoastaltowns

•  CloserproximitytoPortlandmetro

GroupTours

Overview•  TargetAudiences

–  Primary:GrouptouroperatorsthatcurrentlystopinorpassthroughLincolnCity

–  Secondary:TargetoperatorsthattravelwithinthePacificNorthwestregion

•  Objectives

–  CreateawarenessofallLincolnCitygroupofferings–  Convertcurrentgrouptourdaytripstoovernights–  Booknewoperators

GroupTours

Objectives

•  EstablishLincolnCityasthedestinationofchoicefortouroperatorsvisitingtheOregonCoast.

•  Convertdaytriptourstoovernightstays.

•  Increaseshareofovernightgrouptourbusiness.

•  Extendlengthofgrouptourstays.

GroupTours

Strategies

•  Presentoperatorswithcompellingitinerariesthatrequireanovernightstay

•  Partnerwithhotelstodevelopgrouptour-specificprogramsandpackages

•  Partnerwithareaattractionsandactivitiestoprovideentertaininganduniqueexperiences

•  Createrelationshipswithkeytouroperators

•  EstablishgroupbrandingwithintheumbrellaoftheVCBidentity

GroupTours

Tactics•  WorkwiththeLincolnCityLodgingAssociationtodevelopprogramsand

packagesthatinclude:–  Tourgreeters,meetingspace,breakfast/happyhour–  Specialpricing/packages–  Incentives

•  Workwithlocalbusinessesandnon-profitstocreategrouptourexperiences:–  RustyTruckBrewerytours/tastings–  Kitebuildingworkshops–  Photohikes

GroupTours

Tactics•  Attendkeyprofessionaleventstoestablishoperatorrelationships

–  NTA(NationalTourAssociation)TravelExchange•  LeverageTravelOregonandOCVAefforts

–  Operatorreferrals–  Itineraries–  OTTA(OregonTour&TravelAlliance)

•  Developgroupspecificbrandedcollateral•  Establishpaidpromotionprogram•  Maintainconsistentcommunicationwithtouroperators

GroupTours

Meetings,Conventions&Weddings

Overview•  TheVCBisaresourceandcoordinationpointforcooperativegroupsales

efforts•  Currently,theVCBhaslimitedresourcesandnodedicatedstaffforgroup

business.•  Informationfromlodgingpartnersthatactivelyseekoutgroupsis

outdated•  Permittingforgroupfunctions,includingweddings,nowresideswithin

theVCB


Overview•  LincolnCityhastheinfrastructureandresourcestosuccessfullyhostthe

followingtypesofgroupbusiness–  Weddings–  Small(upto150people)Social,Military,Education,Religiousand

Fraternalmeetingsandconventions•  LincolnCityconventionfacilitiescomprisetheChinookWindsCasino

ResortandSalishan.•  TheInnatSpanishHeadandSurftideshavemeetingroomspace•  TheEventuaryandthesoon-to-beopenedLincolnCityBeachClubalso

offereventspace•  LincolnCitycurrentlyhasnodedicatedcateringcompanies,noflorists

outsideoftheSafewayfloristdepartment


Overview•  TargetAudiences

–  RegionalPacificNorthwestMeeting/ConventionPlanners–  RegionalEventPlanners–  RegionalBusinessMeetingPlanners–  RegionalAssociationPlanners

•  Objectives–  Givelodgingpartnersthemeanstoreachmoreplannersthanthey

candoasindividuals–  CreatemoreleadsthanlodgingpartnersandtheVCBcanontheir

own


Strategies•  IdentifycooperativeopportunitieswhichgiveLincolnCityamore

powerfulvoiceincommunicatingwiththetargetaudience•  OrganizeandpresentLincolnCityassetsinwaysthatmakeLincolnCitya

unique,desirableandeasytobookmeetingdestination•  UtilizeVCBwebsiteasameansofgettingrequestsforbidsonmeetings

andweddinggroups•  DevelopspecificgroupbrandingwithintheumbrellaVCBidentity


Tactics•  UsetheLincolnCityLodgingAssociationasameansofinputfrom

lodgingpartnersonthebestsourcesofgroupbusiness•  DedicateVCBbudgettocooperativeeffortsattradeshows,allowing

lodgingpartnerstoattendmoregroupandmeeting-relatedshows•  MakeplanninganeventinLincolnCityeasy,requiringlessworkfrom

plannersthanotherdestinations•  Buildacollateralpackagethatpresentsresourcesandactionable

informationtoplanners•  CreateameetingandgroupsectioninthenewVCBwebsitethatgreatly

assistsinplanningameetingorothergroupeventinLincolnCity


Events

Overview•  RoleofVCBEventsFunction

–  City-SponsoredEvents•  Designedtobringvisitorstotownandincreaserevenuesforlocalbusinesses,specificallyduringtheshoulderandoff-season

–  City-SupportedEvents•  EventorganizersmayrequestVCCGrantstobeusedformarketingandequipmentneeds

–  EventIncubation•  Streamliningthegrantandeventpermitprocesses•  Provideadvice,mentoringandpromotionalsupport

Events

OverviewCitySponsoredEventsAttendance/Investment

Events

Overview•  EventValuation

–  TheKiteFestivals,historically,haveproducedthelargestattendanceandtheycontinuetogrow

–  AccordingtoDMAI’sEconomicImpactCalculator,the2015KiteFestivalsproduced:

Events

Overview•  Strengths

–  City-sponsoredeventshavealonghistory&significantbrandequity–  KiteFestivalsand4thofJulyFireworksdriveroomnights,butarenot

gatedandticketed–  VCBstaffeventmanagementexperience

•  Weaknesses–  City-owned&operatedeventstendtobereliantonTRTfunding–  StafftimerequiredforCityeventoperations

•  Opportunities–  BuildawarenessofVCBresourcesavailableforevents

•  Threats–  Limitedpooloforganizationscapableandwillingtomanageevents

Events

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

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

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

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

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

Overview:TargetAudiences•  PotentialovernightgueststoeventsinLincolnCity•  Localbusinessesandnon-profitsthatcancontributeresourcestoevents•  BAMA,LincolnCityChamber,CulturalCenter•  OthergroupsandorganizationsinterestedincreatingLincolnCityevents•  Eventpromoters

Events

Objectives

•  Identifyandnurturecompellingevents•  GenerateovernightstaysfromtheValley•  EstablishVCBasEventIncubator•  Createnewrevenuestreamsforexistingevents•  Extendpeakseasonshoulders•  Enhancetheguestexperienceatallevents

Events

Strategies

•  Assistinthecreationofcooperativegroupswiththeabilities,fundingandsharedvisiontocreatenew,compellingevents

•  MinimizerecurringVCBcosts,maximizetheuseofone-timeseedmoney•  Monetizethecrowdsatexistingevents(KiteFestivalsand4thofJuly)to

offsetcostsandallowforbetterfestivalexperiences•  Advise,mentor,andassistotherorganizationsthroughgrant

applications,permitting,sponsorshippackages,andeventoperations•  Reallocatestafftimefromeventoperationstodevelopmentand

promotions

Events

EventsTactics:AntiqueWeek•  Objectives

–  ShowcaseantiquinginLincolnCity–  Offer10-daypromotiontoincreaseantiquestoresales–  Encourageovernightvisitation

•  Partners–  Localantiquedealers(18locationsin2016)–  LincolnCityCulturalCenter–  ChamberofCommerce

Tactics:SummerandFallKiteFestivals•  Objectives

–  EnhancevisitordrawoftheKiteFestivals–  OffsetTRTfundswithnewrevenuesources

•  Partners–  GombergKiteProductionsInternational–  AmericanKiteFliersAssociation–  ChinookWindsCasinoResort–  LodgingProperties

Events

Tactics:SummerandFallKiteFestivals•  Packages&Promotions

–  Developsponsorshippackagesandvendoropportunities–  Lodgingpackages–  Promotion

•  PromotionalcampaigninSalem,Eugene,Corvallis•  “NewandImproved”featurestomakeeachKiteFestivalnewsworthy

•  LeverageKiteFestivaltheme

Events

Tactics:4thofJulyFireworks•  Objectives

–  Capitalizeonthevisitordrawofthefireworksshow.–  OffsetTRTfundingwithnewrevenuesources

•  EventImprovements–  Livemusicpre-show–  Electronically-fireddisplaysynchedtorecordedmusic

•  RevenueOpportunities–  Sponsorshippackages–  Exploreopeningeventtomobiletours–  Vendoropportunities

Events

Tactics:4thofJulyFireworks•  Promotion

–  Incrementalpromotionalopportunities–  “NewandImproved”featurestomakethefireworksnewsworthy–  PossiblepartnershipwithDevilsLakeHomeownersAssociationvia

VCCgrant•  Doublethefireworks:overtheLakeandovertheBayonthe3rdand4th

Events

Tactics:CruisetheCoast•  Objective

–  TransformthreeLincolnCitycarshowsintoatourismevent

•  Partners–  ChinookWindsCasinoResort–  LincolnCityCulturalCenter–  BayAreaMerchantsAssociation–  LincolnCityKiwanis

Events

Tactics:CruisetheCoast•  Concept

–  Unitethethreemajorcarshowsunderasingle,brandedbanner.Promotethemasacar-themedweekendgetaway

•  Execution–  Logoandmini-site–  PromotionofCruisetheCoasttocarclubsinOregonandcar

magazines–  Leveragedradiopromotioninkeysourcemarkets–  CheckeredflagsinKiwanisflagstands

Events

Tactics:ChowderandBrewfest•  Objectives

–  CreateacornerstoneLincolnCityevent–  AttractguestsfromPortlandandSalem

•  Partners–  LincolnCityChamberofCommerce–  OutletMall–  ChinookWindsCasinoResort–  Mo’s–  BigfootBeverages–  WillametteValleyVineyards

Events

Tactics:ChowderandBrewfest•  Concept

–  CombineChowderCook-OffresourceswithArtoberBrewfesttocreateasignaturebeachfestival

•  Execution–  Operations,volunteercoordination,

sponsorshipdevelopment,revenuecollection&disbursementbyChamber

–  Marketing&promotionassistanceonlybyVCB

–  Stage&entertainmentbyChinookWindsCasinoResort–  Fundingbypartnercontributionsandticketsales(ongoing)–  Chamberasongoingowner/beneficiary

Events

Tactics:FindersKeepers•  Objective

–  CreateoverallawarenessofLincolnCity–  Driveoff-seasonvisitation–  CreateawarenessofLincolnCityglassart

scene•  Partners

Events

Tactics:ATourtoDieFor•  Objective

–  EstablishLincolnCityasaHalloweendestination

•  Partners–  PioneerCemeteryAssociation–  NorthLincolnCountyHistoricalMuseum–  TheatreWest–  ChinookWindsCasinoResort–  LincolnCityCulturalCenter

Events

Tactics:ATourtoDieFor•  Concept

–  LincolnCityhistoryliterallycomesalive–  CulturalCenterreception,ghostvantour,night-timetourofPioneer

Cemetery•  Execution

–  Leadpartner:NorthLCHistoricalMuseum–  LasttwoweekendsofOctober–  PromotionbytheVCB–  StoriesfromtheMuseum–  ActorsfromTheatreWest–  Proceedsbenefitthreenon-profitpartners–  Eventownedandoperatedbythreenon-profitpartners

Events

Tactics:CulinaryCenterCook-off•  AnnualCook-off’s

–  Jambalaya–  FishTaco–  WildMushroom

•  Objective–  CreateoverallawarenessofLincolnCity–  Driveoff-seasonvisitation–  CreateawarenessofLincolnCityculinaryscene

•  Partners

Events

EventsTactics:ClinicProgram•  ClinicsOffered

–  Crabbing–  Clamming–  TidePool–Addedin2016–  PhotoHike–Discontinuingin2017

•  LowROI,didnotfitthemoldofotherclinics–  BeachCombing–Beginning2017

•  Objective–  Enhancedestinationexperience–  Encouragereturnvisitationtocompletetheprogram–  Developumbrellabrandthatwilltietheclinicprogramtogether

•  Offerrewardforcompletingallclinics

InformationServicesOverview•  VisitorServices

–  Directcommunication•  ViaVCBadministrativeofficesandVisitorInformationCenter

–  VisitorInformationCenter•  Publicfacingpointofin-destinationvisitorcontact

–  Leadfulfillment•  GeneratedthroughTravelOregon,OCVA&otherreferralservices

–  CollateralDistribution–  OnlineResources

•  IndustryPartnerServices–  Supplyresourcestotourismpartnerstoenhancevisitorexperience

InformationServicesObjectives•  Providevisitorswithinformationresourcesinandoutsideofdestination

experience.•  Providevisitorswithtimelyaccesstoinformation.•  OfferalevelandqualityofserviceinlinewiththeoverallLincolnCity

brand.•  Growinformationdistributionnetworks.•  Establishhighlyinformedtourismindustrypartners.

InformationServicesStrategies•  Provideaccesstoinformationthroughvariedchannelsofcommunication.•  Provideinformationpertinenttoallphasesofthevisitationprocess•  Providereal-timeupdatestoinformationsharing.•  Provideapolishedoutwardappearanceandorganization.•  Createconsistencyacrossallmessaging.•  AssesseffectivenessofVisitorInformationCenter.•  Effectivelygenerateleadsfromnewandexistingsources.•  Informationresourceanddistributionnetworkforindustrypartners.•  Actastourismindustryexpertandrallyingpointforpartners.

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

InformationServicesTactics•  Posttimelyupdatestoalldistributionchannelsasinformationbecomes

available.•  Ensureinformationpresentationanddistributionchannelsmatchbrand

identityandqualitystandards.–  Printcollateral–  Digitalassets–  Frontlineappearance

•  Createunifiedpresentationlook,feelandvoice.

InformationServicesTactics•  EvaluateeffectivenessofVisitorInformationCenter

–  Conductstatisticalauditofcenteractivity–  Examinecenterfront-linepresentation–  Assessvisitoraccesstoinformation–  Outlinelong-termvisionforcenter’sfuture

•  Providetrainingtoallvisitorservicesfront-linevolunteersandstaff•  Continuetogrowfollowingforregularinformationdistributionvia

events,tradeshows,referralservices,socialmediaandothermarketingactivities.

InformationServicesTactics•  Supportvisitorinformationthroughindustrypartners

–  WeeklyHotSheet–  Trainings/Workshops–  Informationalcall-outs–  Collateraldistribution–  Digitalresourcelinkbackthroughpartnerassets

•  Actastourismindustryexpertandpointofcontactforpartners–  Industrye-newsletter–  Onlineresources:Research,grants,industryspecificdevelopment–  ConduitforTravelOregonandOCVA

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