Marketing Plan

Marketing Plan
Fiscal Year 2013/2014
Welcome
Dear Friends and Colleagues:
Vision
On behalf of The Tempe Tourism office, our members, and
hospitality partners, we are pleased to provide our 2013-2014
Marketing Plan.
To be the most trusted source
of travel information for the
City of Tempe.
For more than 25 years, the tourism office has promoted Tempe
as a leisure and business destination. During that time, we
have seen Tempe emerge as a hub for mid-size meetings and
conferences, for youth and amateur sports, and for nationally
recognized events and festivals.
Mission
As technology has evolved, our marketing strategies have
evolved as well to match the way consumers and meeting
planners are looking for information.
Main Office & Visitor Center
51 W. Third Street, Suite #105
Tempe, AZ 85281
1.800.283.6734
[email protected]
TempeTourism.com
facebook.com/tempetourism
@TempeTourism
It is our privilege to promote Tempe; and we are proud of the
strong relationships we have built with our City and community.
Thank you for supporting us in sharing Tempe’s story as a
vibrant, progressive, welcoming destination!
To promote the City of Tempe
as a desirable leisure and
business travel destination.
Visitor Information
Sincerely,
Stephanie Nowack
President and CEO
Marketing Plan • Fiscal Year 2013/2014
Robin Trick
Board Chair
2
Strategies & Results
Marketing Activities
• Advertising
• Group Sales
• Communications
• Digital Marketing
• Sports Marketing
• ASU Partnerships
• Tourism Marketing & Development
Tempe Tourism Facilitates
the Connection
Audiences
• Media
• Consumers
• Travel Writers
• Meeting Planners
• Sports Rights Holders
• Domestic & Receptive Tour Operators
• AAA/CAA Travel Agents
Increase Visitors to Tempe
Results
Generates revenue for the City of Tempe,
Tempe’s businesses and helps to sustain a
desirable quality of life for residents.
Marketing Plan • Fiscal Year 2013/2014
3
Staff Members
Finance & Administration
Stephanie Nowack
President & CEO
[email protected]
480.305.1380
Ginger Dude
Office Manager
[email protected]
480.305.1360
Marketing & Communications
Michael Martin
Executive Vice President
[email protected]
480.305.1370
Toni Smith
Communications Manager
[email protected]
480.305.1372
Amy Griglak
Digital Marketing Manager
[email protected]
480.305.1385
Patrick Sesty
Digital Content Coordinator
[email protected]
480.305.1362
Nancy Black
Tourism Development Manager
[email protected]
480.305.1368
Shawn Lewis
Sports Marketing Manager
[email protected]
480.305.1377
Sales & Services
Linda Ruby
Director of Group Sales
[email protected]
480.305.1365
Olivia Jara
Group Sales Manager
[email protected]
480.305.1357
Sofia Preston
Membership & Services Manager
[email protected]
480.305.1390
Customer Service Specialist
[email protected]
480.894.8158
Visitor Center
Lauren Henely
Marketing Plan • Fiscal Year 2013/2014
4
Board of Directors
Chair
Robin Trick..........................House of Tricks
Vice Chair
Deborah Ostreicher...........Phoenix Sky Harbor International Airport
Secretary/Treasurer
Ken McKenzie....................Tempe Mission Palms Hotel
Past Chair
Daryl Crawford..................ASU Karsten Golf Course
Ex-Officio
Stephanie Nowack.............Tempe Tourism Office
Directors:
Steve Eberhart...................Phoenix Marriott Tempe at the Buttes
Don Fassinger....................Tempe Center for the Arts
Shelley Hearn.....................City of Tempe
Dave Johnston...................Arizona Mills
Bill Kennedy Jr...................ASU Intercollegiate Athletics
Mary Ann Miller.................Tempe Chamber of Commerce
Denise Neff........................Vestar Development
Jim O’Meara.......................Courtyard by Marriott Downtown Tempe
Kathi Overkamp.................US Airways
Michael Reed......................ASU Gammage
Virgil Renzulli.....................Arizona State University
Tom Rogers........................Arizona Amateur Athletic Union
John Sallot..........................Desert Botanical Garden
Judi Schneider-Yates..........Schneider-Yates & Associates
Al Taylor..............................Special Moments Catering
Pat Thielen-Warren............Twin Palms Hotel
Peggy Traister....................Rustler’s Rooste
Corey Woods......................City of Tempe
Josh Yeager........................Double Dutch & Co.
Mary Young........................M.Y. Events
Marketing Plan • Fiscal Year 2013/2014
5
2013/14 Budget
2013/14 Projected Revenue
2013/14 Projected Expenses
Tempe Bed Tax
$2,130,000
Prop 302 Funding
$500,077
Promotional Participation
$45,000
Membership Dues
$40,000
Advertising Income
$43,000
In-Kind Donations
$37,900
Annual Event
$12,000
Interest$500
Marketing$1,391,939
Personnel$1,077,044
Operations$301,594
In-Kind Expense
$37,900
TOTAL BUDGET
2,808,477
$
Marketing Plan • Fiscal Year 2013/2014
6
Tempe Market
Occupancy*
53% 52%
2009
57% 56%
61% 58%
60% 58%
2010
2011
2012
Tempe Metro Phoenix
Average Daily Rate*
$106
$89
2009
$88
$87
$81
2010
$106
$104
$98
2011
2012
Tempe’s hotels experienced
flat year-over-year statistics
in occupancy, ADR and
RevPar, consistent with the
other markets in the Phoenix
area. It was predicted at the
beginning of 2012 that the
market would be flat while
other markets in the U.S. saw
slight to moderate increases.
Many believe that Arizona’s
recovery pace is directly
tied to the slow recovering
economy and the lingering
effects of SB1070.
Thus far, 2013 appears to be
slightly stronger than 2012,
although not as strong as
2006 levels.
Tempe Metro Phoenix
Revenue Per Available Room*
$47
$55
2009
$62
$48
2010
$53
$60
2011
$53
$61
2012
Tempe Metro Phoenix
*Source: Smith Travel Research Inc. – Re-publication, or the re-use of this data, without the express written permission of STR is strictly
prohibited. Tempe hotels/rooms = 45/5,333
Marketing Plan • Fiscal Year 2013/2014
7
Goals & Objectives
Goals
• Increase year-over-year occupancy rate for Tempe.
• Positively impact the revenue generated through the City of Tempe Bed Tax.
• Generate business opportunities for Tempe’s hospitality community.
• Be an active partner in the community.
• Serve Tempe’s visitors with up-to-date information on Tempe’s offerings and provide them with
great customer service.
• Develop and maintain a consistent and positive brand image for the Tempe Tourism Office.
Objectives
• Develop marketing strategies that encourage target audiences to select Tempe as their
travel destination.
• Create specific programs for consumers in top markets, meeting planners, sports rights holders
and AAA/CAA travel agents.
• Leverage funds to maximize Tempe’s exposure through co-op programs with partners including
the Arizona Office of Tourism, Greater Phoenix CVB, Scottsdale CVB, City of Chandler and
Descubre Phoenix.
• Secure new sports events and maintain relationships with existing events that attract
out-of-state visitors to Tempe.
• Act as a resource for Tempe’s hospitality community by tracking trends, conducting research
and supplying data on Tempe’s Occupancy, ADR and RevPar.
• Produce and distribute user friendly and timely collateral materials.
• Develop digital content which is current, reliable and relevant.
• Operate a visitor center that represents local, regional and statewide information for visitors.
Marketing Plan • Fiscal Year 2013/2014
8
New Initiatives
1
2
3
Rebranding Initiative
The Tempe Tourism Office will work in tandem with our advertising agency of
record, Davidson & Belluso, to develop a distinctive, new brand image for Tempe
Tourism’s marketing efforts. The branding will include new ad designs, photography,
color scheme, fonts and logo. The new brand standards will affect the new design,
look and feel of the new website.
Updated Website
The Tempe Tourism Office will issue an RFP and select a new developer to design
and build a new website. The new site will be built using responsive design to
ensure usability across all platforms. The upgrade in technology will allow our staff
to have full access for updates and changes. We anticipate launching a new site by
the beginning of the 4th quarter in FY 2013/2014.
Cooperative Marketing Programs
The Tempe Tourism Office will partner with the Arizona Office of Tourism,
Scottsdale CVB and the Chandler Office of Tourism to co-brand our product with
top tour operators in Mexico City to drive interest from the central part of Mexico.
Also, for the 3rd year, we will partner with the Arizona Office of Tourism, Scottsdale
CVB and Greater Phoenix CVB on the Canadian insert managed by Madden Media.
The co-op will again reach consumers in Canada’s top markets; and the program
will receive an additional boost with 30% match from Brand USA.
Marketing Plan • Fiscal Year 2013/2014
9
Advertising Plan
Target Markets – Geographic
USA
Canada
States
California
Colorado
Illinois
Indiana
Missouri
Minnesota
Nevada
New Jersey
New Mexico
North Dakota
Ohio
Oregon
Pennsylvania
South Dakota
Utah
Virginia
Washington
Cities
Chicago
Denver
Los Angeles
San Francisco/Oakland
Seattle
TOTAL CIRCULATION
20,481,868
Marketing Plan • Fiscal Year 2013/2014
Provinces
Alberta
British Columbia
Ontario
Quebec
Cities
Toronto
Vancouver
Calgary
Montreal
Mexico
States
Sonora
Cities
Hermosillo
TOTAL IMPRESSIONS
68,176,640
10
Advertising Plan
Objective
Execute a comprehensive, measurable advertising campaign to include print and online media.
Target Markets – Behavioral Targeting
Interest in
Buffalo Wild
Wings Bowl
College Football
LGBT Travel
Meetings Locations
MLB Spring Training
Outdoor
Recreation
Shopping
Special Events
Travel to Arizona
Warm Weather
Marketing Plan • Fiscal Year 2013/2014
11
Advertising Plan
The Tempe Tourism Office will select a variety of advertising placements to reach our target audiences.
Publications & Insert Dates
AAA Publications
Home & Away
Midwest Traveler
Living
World
Pandora
Sept/Nov 2013
Jan/Mar 2014
Arizona Office of Tourism E-Newsletters
Culinary
Oct 2013
Spring Training
Jan 2014
Pay-Per-ClickYear-round
Pride Guides
Arizona
Jan 2014
Colorado
Jan 2014
New Mexico
May 2014
SMART Meetings
Arizona Office of Tourism
Visitor Guide
Jan 2014
Arizona State University
Athletics/IMG
Jan/Feb 2014
Specific Media
Fall Campaign
Spring Training
Feb/Mar/Apr 2014
Oct/Nov 2013
Jan/Feb 2014
Oct 2014
Nov 2013
Sunset Magazine
Oct/Nov/Dec 2013
Jan/Feb/Mar/
Apr/May 2014
CventYear-round
Travel Guides FreeYear-round
ESPN.com
Buffalo Wild Wings
Spring Training
Trip AdvisorYear-round
Dec 2013
Jan/Feb 2013
Fetchback
Jan/Feb 2013
Custom Marketing Group/
Madden Media
Go Travel SitesYear-round
MNI Networks
Fall Campaign
Spring Training
Oct/Nov 2013
Jan/Feb 2014
Marketing Plan • Fiscal Year 2013/2014
Weather.com
Yahoo!
Fall
Spring Training
Summer
US Airways Magazine
Jan/Feb 2014
Oct/Nov 2013
Jan/Feb 2014
May/June 2014
Jan 2014
12
Digital Marketing
The Tempe Tourism Office will ensure that Tempe’s hospitality industry is represented across all online
platforms and that we employ the latest best practices in digital marketing.
Websites and Social Media
Promotional Activities
Main Web site.......................tempetourism.com
Sunny Arizona Web site.......visitsunnyaz.com
Mobile Web site....................m.tempetourism.com
Facebook...............................facebook.com/tempetourism
Twitter...................................@TempeTourism
Foursquare............................foursquare.com/tempetourism
Tempe Blog............................blog.tempetourism.com
YouTube.................................YouTube.com/tempetourism
Pinterest................................pinterest.com/tempetourism
Instagram...............................instagram.com/tempetourism
• E-blasts to consumers, meeting
planners and travel agents
• Content Updates
• Contests/Sweepstakes
• Display Banner Ads
• Inbound Link Strategy
• Media rich content posts with
video and photos
• Mobile Banner Ads
• Pay-Per-Click Advertising
• Relevant and Timely Blog Posts
• Search Engine Optimization
• ’Tips’ on Tempe Travel
Marketing Plan • Fiscal Year 2013/2014
13
Collateral Development
SPRING TRAINING
SCHEDULE 2013
The primary fulfillment piece
for the Tempe Tourism Office,
75,000 copies are produced
annually and distributed
to those requesting
information, at tradeshows,
during sales and media
missions and at Phoenix-area
brochure distribution kiosks.
An online version is available
on our website.
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ASU
KC @ CWS - Glendale
CHI @ CLE - Goodyear
COL @ MIL* Maryvale
MIL* @ SD - Peoria
LAD @ OAK Phoenix
SEA @ AZ - Salt
River
CIN @ TEX - Surprise
SF @ LAA - Tempe
OAK @ CLE Goodyear
KC @ SEA - Peoria
SD @ SF - Scottsdale
CWS @ TEX Surprise
COL @ LAD Glendale •
CIN @ CHI - Mesa
LAA @ AZ - Salt •
River •
OAK* @ CWS
- Glendale
CIN* @ MIL - Maryvale
KC @ CHI - Mesa
AZ @ SD - Peoria
vils.com
@ OAK* - Phoenix
thesunde
|LAA
480.727.0000 SEA @ COL - Salt
River
CIN* @ SF* - Scottsdale
LAD @ TEX - Surprise
Oregon
SF* @vs.
ASU
CLE - Goodyear
•
2012
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HOME SCHED
FOOTBALL
2013 ASU
7
Stadium |
TEX @
-20
LAD - Glendale
Devil
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SF 14
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Gamm
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AZ @ MILBR
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Salt River
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age
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@ CHI - Mesa DW
Surprise
18,
NAU
| -480
AZ* @ LAA - Tempe
LAA @ SD
vs.
October
17
PRISCI
Ay
ASU
Peoria
ASU Gammag
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SEA* @ OAK
MIL @ LAD* 2012
5.3434 SEAS
- Phoenix
30,
Glendale
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27 HORSE
August
WAR
Qu@ KC - Surprise
ONCLE @ CIN - Goodyear
26
2013
CACTUS LEAGUE
FEBRUARY
22
CIN @ CLE - Goodyear
SD @ SEA - Peoria
KC @ TEX - Surprise
23
CWS @ LAD Glendale
CLE @ CIN - Goodyear
OAK @ MIL - Maryvale
SEA @ SD - Peoria
COL @ AZ - Salt
River
LAA* @ SF - Scottsdale
TEX @ KC - Surprise
CHI @ LAA* Tempe
2013
Tempe Visitor’s Guide
Tem
p
Sum e
mer
Even
ts
Tempe
Fall Events
x 8.5”
(FOLD
so.com
onbellu
ED)
Colors
: 4/4
Bleeds
: Yes
Mill Avenue District
1201 N. Galvin Pkwy.
Phoenix, AZ 85008
(480) 941-1225
dbg.org
Desert Botanical Garden
ASU Gammage
Tempe Marketplace
2000 E. Rio Salado Pkwy.
Tempe, AZ 85281
(480) 281-8456
daveandbusters.com
Tempe Campus
10th St. & Mill Ave
Tempe, AZ 85287-2911
(480) 965-2787
asuartmuseum.asu.edu
Dave & Buster’s
ASU Art Museum
& Ceramics
research Center
University Dr. and Mill Ave.
Tempe, AZ 85287
(480) 965-9011
asu.edu
6101 E. Van Buren St.
Phoenix, AZ 85008
(602) 275-3473
hallofflame.org
Hall of Flame Fire Museum
1300 N. College Ave.
Tempe, AZ 85281
(480) 929-9499
arizonahistoricalsociety.org
Arizona Historical Society
Museum at Papago Park
ArTS & CULTUrE
Tempe Transportation Center
200 E. Fifth St., Ste. 105
Tempe, AZ 85281
(480) 219-7225
thebicyclecellar.com
The Bicycle Cellar
Tempe Marketplace
Located between College and
Farmer Avenues, University Dr.
and Tempe Town Lake
Tempe, AZ 85281
(480) 355-6060
millavenue.com
Sun Devil Stadium
Mill Avenue District
2110 W. IKEA Way
Tempe, AZ 85284
(480) 496-5658
ikea-usa.com/tempe
Arizona State University
(ASU) Tempe Campus
ATTrACTiOnS
5000 S. Arizona Mills Cir.
Tempe, AZ 85282
(480) 491-9700
arizonamills.com
The trailhead is located just
east of Mill Ave. off of Third St.
adjacent to the parking lot.
Tempe, AZ 85281
(480) 350-4311
millavenue.com/go/haydenbutte-a-mountain
Arizona Mills
“A” Mountain
SHOPPinG
& DininG
OUTDOOr
rECrEATiOn
iKEA
Tempe Center for the Arts
Tempe Marketplace
For details and
more options, visit
TempeTourism.com
THinGS TO DO
Connect to any of the transportation systems
and travel anywhere in the city from the Tempe
Transportation Center, located on Fifth Street, two
blocks east of Mill Avenue at the Veterans Way/
College Avenue light rail stop.
Visitors can also rent bicycles from The Bicycle
Cellar, located at the Tempe Transportation Center:
thebicyclecellar.com or (480) 219-7225.
For more information on transportation,
visit the Tempe Transportation Center, go to
tempe.gov/tim or call (480) 858-2350. Or, visit the
Tempe Tourism Office, located at 51 W. Third St.,
Monday through Friday from 8:30 a.m. to 5 p.m.
Tempe Festival of the Arts
This brochure features Tempe
hotels that offer a park n’
fly package which allows a
traveler to park at a hotel
for an extended time while
traveling through Phoenix Sky
Harbor International Airport.
In exchange, the traveler
stays one or more nights at
the hotel pre or post trip. 500
are printed and targeted to
statewide travel agents.
Mill Avenue District
Spring: April 5 – 7, 2013
Fall: December 6 – 8, 2013
tempefestivalofthearts.com
Client: Tempe Tourism Office
Job: TTO-242 Welcome Brochure
Final size: 4” x 9” Folded • 15.73” x 18”
Created by: DAVIDSON & BELLUSO • 602.277.1185 • www.davidsonbelluso.com
Marketing Plan • Fiscal Year 2013/2014
51 West Third Street, Suite 105
Tempe, AZ 85281
480.894.8158
800.283.6734
TempeTourism.com
Colors: CMYK
Bleeds: Yes
These brochures are printed
every season (5,000 each)
and used as a way to provide
up-to-date information on
events in Tempe and act
as a supplement to our
visitor’s guide.
ASU Preferred
Hotel Program
This piece is specifically
designed to encourage
intercollegiate teams to stay
at Tempe-based hotels when
playing against ASU.
WELCOME!
Papago Park
GameWorks
Tempe Campus
Apache Blvd. & Mill Ave.
Tempe, AZ 85281
(480) 965-3434
asugammage.com
2000 E. Rio Salado Pkwy.
Tempe, AZ 85281
(480) 966-9338
tempemarketplace.com
Tempe Beach Park
October 11 – 13, 2013
tempeoktoberfest.com
With 330 days of sunshine a year, Tempe,
Arizona has long been a haven for those
who like their winters mild and their days
spent outdoors. Here in the sun-splashed
Sonoran Desert, the list of things to do is
diverse and unexpected.
1000 N. College Ave.
Tempe, AZ 85281
(480) 350-5200
papagosalado.org
Oktoberfest at
Tempe Town Lake
Take a hike at Papago Park or “A” Mountain. Go
paddle boarding on Tempe Town Lake, or stroll or
bike along the five miles of pathways around this
popular urban oasis.
Tempe Boat rentals
Arizona Mills
5000 Arizona Mills Cir. #669
Tempe, AZ 85282
(480) 839-4263
gameworks.com
It is easy getting around Tempe without a car thanks
to a transportation system that includes METrO light
rail, buses and free Orbit shuttles.
Park n’ Fly Brochure
Great Arizona
Beer Festival
Tempe Beach Park
March 2, 2013
azbeer.com/tempe.htm
Visit the Arizona State University (ASU) Tempe
Campus. Discover free museums and galleries and
ASU Gammage, a Frank Lloyd Wright-designed
theatre. See an art exhibition or live music at Tempe
Center for the Arts or learn something new at the
Arizona Historical Society Museum.
Pueblo Grande Museum
& Archaeological Park
Tempe Town Lake
& Tempe Beach Park
Tempe Town Lake
72 W. Rio Salado Pkwy.
Tempe, AZ 85282
(480) 303-9803
boats4rent.com
455 N. Galvin Pkwy.
Phoenix, AZ 85008
(602) 273-1341
phoenixzoo.org
Phoenix Zoo
4619 E. Washington St.
Phoenix, AZ 85034
(602) 495-0901
pueblogrande.com
Tour de Fat
Tempe Beach Park
October 6, 2013
newbelgium.com/tour-de-fat
Fun-loving Tempe is a natural fit for spirited annual
events such as Oktoberfest at Tempe Town Lake
and the Tempe Festivals of the Arts.
Tempe Center for the Arts
Tempe Beach Park
July 4, 2013
tempe4th.com
Shoppers can find a bargain at Arizona Mills, Tempe
Marketplace or the Mill Avenue District. Tempe is
home to a variety of restaurants including American,
Mexican, Mediterranean and everything in between.
SEA LiFE Arizona Aquarium
700 W. Rio Salado Pkwy.
Tempe, AZ 85281
(480) 350-2822
tempe.gov/tca
July 4th Tempe
Town Lake Festival
Earn your personal best at a 5K, marathon or
triathlon in Tempe. Or, cheer for your favorite team
at an ASU game or Cactus League Spring Training.
Hiking in Tempe
Tempe Beach Park
April 27, 2013
salsachallenge.com
For additional information:
Mill Ave. and Rio Salado Pkwy.
Tempe, AZ 85281
(480) 350-5200
tempe.gov/recreation
Tempe Diablo Stadium
February 23 – March 27, 2013
cactusleague.com
Welcome
to Tempe!
TrAnSPOrTATiOn inFOrMATiOn
My nana’s Best Tasting
Salsa Challenge
TEMPE TOUriSM OFFiCE
ViSiTOr’S CEnTEr
Arizona Mills
5000 Arizona Mills Cir., Ste. 145
Tempe, AZ 85282
(480) 478-7600
visitsealife.com/Arizona
Cactus League
Spring Training
Tempe History Museum
new Year’s Eve
on Mill Avenue
Mill Avenue District
December 31, 2012
millavenue.com/entertainmentand-events/NewYearsEve
809 E. Southern Ave.
Tempe, AZ 85282
(480) 350-5100
tempe.gov/museum
Sun Devil Stadium
December 29, 2012
buffalowildwingsbowl.org
Twitter.com/TempeTourism
Facebook.com/TempeTourism
Pinterest.com/TempeTourism
Buffalo Wild Wings Bowl
Youtube.com/TempeTourism
Instagram.com/TempeTourism
Cactus League Spring Training
AnnUAL EVEnTS
51 W. Third St., Ste. 105
in the Mill Avenue District
Open Mon. - Fri., 8:30 a.m. - 5 p.m.
These guides are designed
to showcase both Tempe’s
meeting and sports facilities
and are produced as an
online version ONLY. They are
targeted to meeting planners
and sports rights holders.
(800) 283-6734
TempeTourism.com
Group & Sports
Planning Guides
Fall, Spring &
Summer Brochures
“Welcome to
Tempe!” Brochure
This piece contains a map
of Tempe and highlights
the attractions in the City of
Tempe. It is distributed solely
through the visitor information
cart located on Mill Avenue.
14
Communications
Marketing Activities:
• Personal meetings with travel writers, editors and travel bloggers
• Familiarization (FAM) Tours for travel media
• Development of Blog posts, social media content, press releases, media updates and videos
TACTIC
PROGRAM
DATE
Media Missions
NYC Mission
Oct 2013
LA Mission
Nov 2013
Seattle & Portland
Jan 2014
Spring Training Mission to Dallas,
Kansas City & Minneapolis
Jan 2014
Trade Shows
Travel Media Showcase
Aug 2013
FAM Tours
Individual site visits and co-op FAMS with Chandler
and the Arizona Office of Tourism
Year-round
Content Creation
Blogs, social posts, video, press releases and
web content
Year-round
Marketing Plan • Fiscal Year 2013/2014
15
Tourism Development
Marketing Activities:
• Personal visits to AAA & CAA Travel Agencies in the U.S. and Canada
• Destination presentations
• Personal visits with tour operators and travel agents in Mexico
• Familiarization (FAM) Tours for travel agents, tour operators and call center staff
• Personal interaction with consumers in key markets
• Face-to-face appointments with domestic and international tour operators, wholesalers and
receptive operators
TACTIC
PROGRAM
DATE
Sales Missions
Mid-Atlantic Mission
Sept 2013
Product Trainings
Arizona Office of Tourism Call Center
Sept 2013
Sales Missions International
Eastern Canada
Aug 2013
Mexico Mission
Mar 2014
Arizona Office of Tourism Call Center
Oct 2013
Sunny Arizona FAM
Feb 2014
Student Youth Travel Association
Aug 2013
Showcase Arizona / Hermosillo
Oct 2013
Bay Area Travel Show
Jan 2014
Los Angeles Travel Show
Feb 2014
National Tour Association
Feb 2014
Go West Summit
Feb 2014
FAM Tours
Trade Shows
Marketing Plan • Fiscal Year 2013/2014
16
Sports Marketing
Marketing Activities:
• Face-to-face appointments with sports rights holders
• Stronger ties between ASU Athletics and Tempe hotels
• Solid relationships with existing sports events in Tempe
TACTIC
PROGRAM
DATE
Trade Shows
S.P.O.R.T.S.
Sept 2013
National Association of Sports
Commissioners Symposium
Oct 2013
Olympic Sports Link
Oct 2013
TEAMS Conference
Nov 2013
National Association of Sports Commissioners
Market Segment Meeting
Apr 2014
ASU Partnership
Arizona State University Preferred Hotel Program
Year-round
Annual Sports Events
Summer Sizzle Youth Basketball Tournament
July 2013
Women’s Half Marathon
Oct 2013
Ironman Arizona
Nov 2013
Buffalo Wild Wings Bowl
Dec 2013
P.F. Chang’s Rock ‘n Roll Arizona Marathon
& ½ Marathon
Jan 2014
Arizona State University Kajikawa Classic Women’s
Softball Tournament
Feb 2014
Triple Crown Sports Youth Baseball Tournament
Feb 2014
Los Angeles Angels of Anaheim Spring Training
Mar 2014
U.S.A. Triathlon Collegiate National Championships
April 2014
Pat’s Run
April 2014
Super Bowl
Feb 2015
Special Event
Marketing Plan • Fiscal Year 2013/2014
17
Group Sales
Marketing Activities:
• Face-to-face appointments with Corporate, Association and SMERF Meeting Planners
• Personal visits to meeting planners in key cities representing a variety of vertical markets
• Familiarization (FAM) Tours and receptions for ASU and local area meeting planners to showcase
Tempe’s off-site venues and full-service hotels
TACTIC
PROGRAM
DATE
Sales Missions
Southern California
Oct 2013
Chicago
Nov/Dec 2013
Feb/June 2014
Washington, D.C.
Jan 2014
Minnesota
Mar 2014
Denver
Apr 2014
Dallas
May 2014
Connect Marketplace (Association Planners)
Aug 2013
*SMART Meetings National
Sept 2013
*SMART Meetings Los Angeles
Oct 2013
Destination AZ
Oct 2013
*SMART Mart Dallas
Dec 2013
Holiday Showcase
Dec 2013
*SMART Mart San Francisco
Jan 2014
*SMART Mart Chicago
May 2014
*SMART Mart National
Apr 2014
Collaborate Marketplace (Corporate Planners)
June 2014
Tempe Information Tours & ASU Events
Oct 2013
Feb/Apr/May 2014
Trade Shows
Local Area Events
*SMART Marts and Meetings are targeted to Association and Corporate Planners
Marketing Plan • Fiscal Year 2013/2014
18
Membership
TACTIC
Description
Renewal & Recruitment
As critical partners in our promotional efforts, members are recruited throughout
the year. Benefits include listings on our website and in the Visitor’s Guide,
brochure placement in our visitor center, receipt of applicable leads and referrals
and invitations to events produced by the Tempe Tourism Office.
Events
The annual event is the signature program of the Tempe Tourism Office. Its purpose
is to recap the current fiscal year and provide insight into the new year. The event
is designed to be informative, interactive and entertaining for the audience.
Additionally, other networking events are held at various member facilities to foster
communication and relationship building.
Group Services
The Tempe Tourism Office provides meeting and event planners with
complimentary materials such as Visitor’s Guides, customized welcome letters,
and promotional gift items for their attendees.
Marketing Plan • Fiscal Year 2013/2014
19
Finance & Administration
TACTIC
Description
Annual Budget
An annual, balanced line item budget is reviewed and approved by the Board of
Directors and is presented to the City of Tempe. At the monthly board meetings,
the Board reviews the financial statements and provides necessary direction to
staff. The budget is maintained in a positive cash position and an annual review is
conducted by a 3rd party firm to verify all budgeting procedures.
Visitor Center
A visitor center is maintained at the main office location and is staffed by a
full-time employee. Visitors can ask for assistance from any staff member and
receive collateral materials for Tempe-area attractions, dining options and
accommodations as well as statewide destination information.
Grant Programs
The annual marketing budget is supported by various sources including
Proposition 302 grants from the Arizona Office of Tourism. It is our responsibility
to apply for these funds, provide spending details and show proof of purchase for
all expenditures. An annual recap and ROI report is delivered to the Proposition
302 Committee and Arizona Office of Tourism for review.
Annual Report &
Marketing Plan
Produced in June, the Marketing Plan highlights marketing programs for the
upcoming fiscal year. An annual report is also produced which reviews the previous
fiscal year and showcases financial investments and results. Both reports are
distributed to the Board of Directors, Tempe City Council and members.
Marketing Plan • Fiscal Year 2013/2014
20