FY 2013 Marketing Plan - Florida`s Paradise Coast

Transcription

FY 2013 Marketing
Plan
Destination Marketing Plan for 2014:
Goal:
• Identify strategies and tactics to increase both group and
leisure travel to our destination.
Objective:
• Implement a marketing plan to navigate our destination
through the ever-changing International tourism
marketplace and attract record numbers of visitors to our
community.
Flexibility:
• Designed to be flexible so the CVB can react to trends
and unexpected events in the year ahead.
Five Year Strategic Plan: Introduction
The Strategic Marketing Plan for 2014 includes two key
sections:
1. The Naples, Marco Island, Everglades CVB’s Five-year
Strategic Plan.
2. The 2014 Destination Marketing Plan.
• The Five-year Strategic Plan outlines our goals and
major initiatives through 2018.
• The 2014 Marketing Plan explains, in greater detail, the
strategies and tactics we will use in order to increase
both group and leisure travel to our destination.
• There is an Executive Summary of the strategies the
CVB will implement to navigate our destination through
the ever-changing International tourism marketplace.
• The 2014 Marketing Plan is designed to be flexible so
the CVB can react to trends and unexpected events in
the year ahead.
2014 Marketing Plan Introduction
The Marketing Plan will be available to our tourism partners on
our website (www.paradisecoast.com/partners) and can be
easily accessed and downloaded for partner use.
• We encourage our hotels, attractions, shopping venues,
restaurants and other tourism-related businesses to use the
Florida’s Paradise Coast brand elements in their marketing
efforts.
• This will help us extend the brand well beyond our current
reach.
FY 2014 STRATEGIC MARKETING PLAN: INTRODUCTION
We encourage our partners to contact any of our staff and
contracted partners with questions or suggestions:
• Debi DeBenedetto, Sales & Marketing Manager
239-252-2379; [email protected]
• Michelle Pirre, Sales & Marketing Assistant
• JoNell Modys, Public Relations and Communications Manager
• Angela Aline, PR Assistant
• Chris O’Brien, Sports Marketing Manager
• Buzzy Ford, Digital/Social Media Specialist
• Maggie McCarty, Film and Entertainment Director
• Kelly Green, Office Manager
• Jack Wert, Executive Director
Situation Analysis
Destination Accomplishments
Best Year on record in 2012
– Record increases in visitors, spending, TDT revenue, ADR,
occupancy and JOBS!
• One new hotel property
• Lots of hotel refurbishment
• Tourist Tax Reallocation approved by BCC
• Destination Marketing from 25% to 43% of total TDT revenue
• Allows for year-round destination marketing
• Three new CVB staff added per industry recommendation
• Digital/Social Marketing
• Sports Marketing Manager
• Leisure Sales Manager
Destination Accomplishments
Best Year on Record To Date in 2013
– ADR, Visitation, Spending, TDT setting records every month
• Brand enhancement
• Paradise Refined & Redefined
• Awards, awards, awards
Occupancy/ADR/RevPAR
January – August 2013 (YTD)
Occupancy
2013
%D
ADR
2013
%D
RevPAR
2013
%D
Naples MSA
69.4% +4.8% $197.05 +7.3% $136.80 +12.5%
Naples Upscale
77.9% +4.7% $250.96 +8.0% $195.59 +13.1%
Miami-Hialeah
79.6% +2.3% $181.69 +8.9% $144.60 +11.3%
Florida Keys
83.2% +3.6% $238.05 +8.5% $198.03 +12.4%
Ft. Myers
65.0% +6.4% $137.97 +3.2% $89.62 +9.8%
SarasotaBradenton
67.5% +2.8% $122.88 +2.6% $82.98 +5.5%
Clearwater
70.4% +1.6% $126.55 +3.7% $89.08 +5.3%
St. Petersburg
71.9% +1.2% $127.51 +3.6% $91.63 +4.9%
Palm Beach
County
73.8% +5.9% $152.92 +3.2% $112.85 +9.3%
Ft. Lauderdale
77.0% +3.8% $123.30 +4.0% $94.98 +7.9%
SOURCE: SMITH TRAVEL RESEARCH, INC.
Economic Outlook FY 2013-2014
• U.S. consumer confidence jumped to 81.4% in June 2013:
• Highest level in over five years
• Americans were more optimistic about business and labor
market conditions, according to a report released by The
Conference Board.
• Consumer Confidence increased for the third consecutive
month:
• Highest level since January 2008 (Index 87.3)
• Consumers are considerably more positive about current
business and labor market conditions than they were at the
beginning of the year
• Expectations have also improved considerably over the
past several months, suggesting that the pace of growth is
unlikely to slow in the short-term, and may even moderately
pick up.
• Consumers’ assessment of current conditions continue to
improve:
• Those stating business conditions are “good” held steady
at 19.1 percent, while those saying business conditions are
“bad” decreased to 24.9 percent from 26.0 percent
• Consumers’ appraisal of the job market was also more
positive. Those claiming jobs are “plentiful” increased to
11.7 percent from 9.9 percent, while those claiming jobs
are “hard to get” edged up to 36.9 percent from 36.4
percent.
• The world economy will grow 3.1% in 2013, the
International Monetary Fund said, down from its April
projection of 3.3%
• Growth also will be slower in 2014 -- 3.8% compared
with an earlier 4% forecast.
• The Office of Management and Budget states that the
U.S. economy would grow 2.4% in 2013 and 3.4% in
2014, down from earlier projections. Those growth figures
are in line with the latest forecast by the Federal Reserve.
FY 2012 Overview
FY 2012 Year-end Results
Number of Visitors
1,573,000
+5.6%
Direct Visitor Expenditures
$962,491,300
+11.2%
Economic Impact
$1,435,074,518
+11.2%
Tourist Tax Revenue
$15,145,899
+9.7%
Annual Hotel Occupancy
68.9%
+2.2 pts or 3.3%
Annual Average Rate
$166.10
+$10.30 or 6.6%
Tourism Industry Jobs
32,300
+5.6%
Visitor Sales & Gas Tax
$91,870,600
+11.2%
Tax Savings per Household
$690
+11.3%
Source: Research Data Services 2013
FY 2012/2013 Overview
FY 2013 First Quarter Results
• Visitors
569,600
+3.3
• Hotel Room Nights
758,000
+2.5%
• Direct Visitor Expenditures
$398,095,900
+10.4%
• Occupancy
86.3%
+2.1%
• Average Daily Rate
$247.40
+8.7%
• Tourist Tax Revenue
$5,730,612
FY 2013 First Quarter Overview
FY 2013 First Quarter Overview
FY 2012 Overview
2012 Visitor Statistics
Length of Stay
4.6 Days
Party Size
2.6 People
First Time Visitors
39.7%
Average Age
47.7
Household Income
$143,441
Recommend Paradise Coast
94.3%
FY 2012 Overview
Favorite Activities on the Paradise Coast
•
•
•
•
•
•
•
•
Beach Activities
Dining Out
Relaxing
Pool
Shopping
Sightseeing
Swimming
Nature/Everglades
74.1%
67.2%
54.9%
40.5%
37.7%
25.3%
23.2%
20.7%
FY 2012 Overview
Visitor Impact Statistics: Group Sales
Direct Sales Results:
• 191 RFP’s distributed to area group hotels
– 58 of those RFP’s were booked (30%)
– Resulting Room Nights = 15,765
– Room/F&B Revenue = $15,807,161
– Economic Impact $36,052,587
• Total Group Meeting Impact:
– 342,900 meeting visitors
– 685,800 Room Nights
– $198.9 Million Direct Expenditures
– $295.5 Million economic impact
– $4.9 Million in TDT Revenue
FY 2012 Overview
Visitor Impact Statistics: Film Commission
FY 2012 Overview
Visitor Impact Statistics: Sports Events
• 24 Sports Events Attracted or retained
• 17,589 event visitors
• 7,036 participants
• $5,563,142 total direct visitor spending
• 9,351 Total event hotel room nights
FY 2012 Overview
FY 2012 Overview
Tourism Impact & Visitor Profiles
Historic Highs
Collier’s economy is definitely on an upward trend (2012)
•
•
•
•
•
•
•
Group Meetings
+ 22%
Annual hotel occupancy
68.9% + 3.3% or 2.2 pts
Annual hotel room nights
2.3 million + 3.5% or 77.2 K
Average Daily Rate
$168.9 + 6.6% / $10.30
BookDirect Res. Searches
+ 20%
Tourist Tax Revenue
$15.1 Million + 10.8%
ROI: Visitor spending vs. advertising dollars spent:
$40.79 vs. $19.50 in ‘11
Sources: Research Data Service, Inc; Smith Travel Research 2013
Visitor Origins Annual 2012
# of Visitors 2012
D%
Florida
580,158
+1.2
Southeast
103,896
-2.1
Northeast
284,720
+4.0
Midwest
250,079
+8.8
Canada
41,913
+28.3
Europe
240,590
+18.1
US Opp Mkts
71,644
+2.1
Annual 2012
1,573,000
+5.6
European Visitation Data Annual 2012
%
Share
# of Visitors
2012
D%
‘11‘12
Central Europe
(Germany)
41.3
99,363
+20.7
U.K./Ireland
42.5
102,280
+14.7
Scandinavia, France
16.2
38,947
+20.9
100.0
240,590
+18.1
Total European
Markets
Destination Visitor Profile 2012
Length of Stay
Party Size
First Time Visitors
Average Age
Household Income
Would Recommend Paradise Coast
4.6 Days
2.6 People
39.7%
47.7
$143,441
94.3%
Destination Visitor Profile 2012
What Are Visitor’s Favorite Activities on Florida’s Paradise Coast?
Beach Activities
Dining Out
Relaxing
Pool
Shopping
Sightseeing
Swimming
Nature/Everglades
74.1%
67.2%
54.9%
40.5%
37.7%
25.3%
23.2%
20.7%
Source: Research Data Services 2013 (2012 Data)
Visitor Perceptions
2011
2012
Satisfaction
94.9%
95.7%
Would Recommend
92.8
94.3
8.8
10.2
89.4
90.2
More Expensive
Plan to Return
Visitor Comments
Number of Visitors
Year-to-Date 2013 (Jan - July)
©
2012
2013
∆%
First Quarter
551,500
569,600
+3.3
April
121,300
128,800
+6.2
May
127,300
136,600
+7.3
June
121,100
128,800
+6.4
Second Quarter
369,700
394,200
+6.6
July
112,900
118,500
+5.0
YTD
1,034,100
1,082,300
+4.7
Research Data Services, Inc. 2013
Economic Impact
2013
First Quarter
$593,560,987
+10.4
April
$175,271,821
+10.8
May
$136,459,302
+13.2
June
$110,144,941
+11.7
Second Quarter
$421,876,064
+11.8
$94,384,326
+10.8
$1,109,821,377
+11.0
July
YTD 2013
©
D%
Room Nights
D%
First Quarter
758,000
+2.5
April
211,200
+4.0
May
195,100
+5.2
June
170,200
+3.0
Second Quarter
576,500
+4.1
July
181,800
+2.9
1,516,300
+3.1
YTD 2013
©
2013
Visitor Origins
# of Visitors 2013
D%
370,405
+4.1
Southeast
68,575
-1.9
Northeast
239,113
+6.5
Midwest
185,099
+4.4
Canada
31,623
+7.8
Europe
136,097
+5.4
51,388
+6.9
1,082,300
+4.7
Florida
US Opp Mkts
YTD 2013
©
RDS Occupancy/ADR
Occupancy
©
ADR
2012
2013
%D
2012
2013
%D
Q1 2013
84.5%
86.3%
+2.1%
$227.5
$247.4
+8.7%
April
78.0%
81.4%
+4.4%
$223.3
$224.9
+0.7%
May
67.6%
70.7%
+4.6%
$160.9
$170.8
+6.2%
June
61.9%
65.2%
+5.3%
$141.4
$146.7
+3.7%
Q2 2013
69.2%
72.4%
+4.6%
$175.2
$180.8
+3.2%
July
66.3%
68.6%
+3.5%
$115.5
$123.5
+6.9%
Collier Direct Leisure and Hospitality Employment
(Calendar Year)*
Monthly Direct Leisure and Hospitality Employment
28,000
27,000
2012
26,000
25,000
24,000
2011
2013
23,000
22,000
21,000
20,000
19,000
18,000
Jan.
Feb.
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sep.
Oct.
Nov.
Dec
2011
23,700
24,200
24,600
24,100
22,400
20,900
20,400
20,300
20,400
21,900
23,600
24,200
2012
25,300
25,800
25,900
25,100
23,600
22,300
21,100
20,900
20,900
22,300
24,300
25,200
2013
25,500
26,300
26,700
26,200
24,700
23,200
22,700
* Source: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier
County Leisure and Hospitality Sector (08-16-13). (In first quarter of 2013, 2011 and 2012 data was revised.)
Leisure Travel Outlook & Trends
Leisure Travel Outlook FY 2013-2014
• Lodging performance measures are favorable, with occupancy
levels at higher-priced hotels that are ahead of prior peak levels,
real RevPAR that is above its long-run average (Figure 1), and
continued slow supply growth.
• Though the economy has slowed as a result of fiscal headwinds,
it is expected to gather momentum later in the year, and
strengthen through 2014, supporting further lodging demand
growth.
• According to Price Waterhouse Coopers, RevPAR outlook for
2013 is at 5.9% and expect growth of 6.2% in 2014.
Leisure Travel Outlook FY 2013-2014
• PKF Hospitality Research projects 2014 U.S. hotel occupancy
will reach 63.8 percent, its highest level since 1997
•
The projection is based on a forecast of 3.3 percent growth in
demand next year coupled with supply growth of 1 percent
• PKF also projects occupancy in upper-tier hotels to stay above
70 percent through 2017
• As such, it forecasts ADR to increase between 5.4 percent and 6.4
percent annually from 2014 to 2016.
Leisure Travel Trends FY 2013-2014
Online Travel Planning Continues to Grow
Online Travel Planning Influencers
Online Reviews Swaying Travelers Worldwide
Increase in Solo Travel, especially with
Female Travelers
• Between 2011 and 2012, Small Luxury Hotels of the World
saw growth in single occupancy travel across the board in
terms of both revenue and number of room nights, with the
number of sole occupancy room nights jumping from 4,115 to
5,841
• In SLH's core markets, the surge of female bookings has
experienced a 53% increase in room nights booked by single
occupancy females between 2011 and 2012 (from 973 room
nights in 2011 to 1,489 room nights in 2012), compared to an
increase of 38% in room nights by solo males across the
same period (from 1,648 room nights to 2,269 room nights).
Increase in Solo Travel, especially with
Female Travelers
• Results of a survey on female travelers in the UK and US by
CAP Strategic Research in 2011 revealed women represent
the most important and fastest growing segment of the travel
market, in terms of both leisure and business travel.
• The survey revealed that 48% of travel website users are now
women, while a significant 66% of women said that travel
companies would see an increase in business if they tried
harder to serve women travelers.
Business Travel and Meeting Trends
Business Travel and Meeting Trends FY 2013-2014
• GBTA projects total U.S. business travel spending this year will
reach $273.3 billion, 4.3 percent higher than last year's level
and up from its April 2013 projection of $268.5 billion
• GBTA executive director and COO Michael McCormick noted a
"rise in domestic travel spending" as "companies are seizing on
opportunities closer to home."
• At the same time, due to weaker economies in Europe and
China, the organization lowered its projection for international
outbound travel spending from the United States to $33.1
billion from $33.3 billion in the April forecast.
Business Travel and Meeting Trends FY 2013-2014
• Business transient hotel reservations on the books for June 2013
through May 2014 are 3 percent higher than in the same period
the year prior, according to TravelClick.
• The average daily rate on those bookings is up 3.9 percent. Group
bookings for the same period are up 1.6 percent year over year,
and the ADR on those bookings is up 1.8 percent, marking a
stronger outlook for the segment than earlier this year.
• According to research by Amadeus, the global travel distribution
system, the number of international business trips by females is
expected to increase by 250% by 2030, with the most significant
growth coming from the Asia Pacific region.
International Travel Trends
International Travel Trends FY 2013-2014
Continued Growth in International Travel
• U.S. Commerce Department Forecasts Growth in
International Travel to the United States Through 2016
• Tourists from all world regions are forecast to grow over the
five year period, ranging from a low for the Caribbean (+9
percent), to a high for Asia (+49 percent), South America
(+47 percent), and Africa (+47 percent).
• All but three of the top-40 visitor origin countries are forecast
to grow from 2011 through 2016. Countries with the largest
total growth percentages are China (+198 percent), Brazil
(+70 percent), Argentina (+46 percent), Australia (+45
percent), Korea (+35 percent), and Venezuela (+35 percent).
Continued Growth in International Travel
• Brazil is in the hot seat with over $30 Billion in travel spend
expected in 2013
• The WTO forecasts that international tourist arrivals will grow
3-4 percent in 2013, an average 3.8 percent annual growth
between 2010 and 2020.
• Each overseas traveler spends
approximately $4,455 when they
visit the U.S. and stay on average
more than 18 nights
• Overseas arrivals represent 44% of
all international arrivals, yet
account for 78% of total
international travel receipts
• Greatest challenges facing
international visitors: burdensome
visa process; unwelcoming entry
experience
• Top leisure travel activities for
overseas visitors:
1. Shopping
2. Dining
3. City sightseeing
4. Visiting historical places
5. Amusement/theme parks
Technology Trends
Technology Trends FY 2013-2014
Use of Mobile Devices to Book Travel on the Rise
Technology Trends FY 2013
Travelers less-likely to “un-plug”
Videos, videos and more videos!
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89 million people in the United States are going to watch 1.2 billion online videos
today. (ComScore)
Online video users are expected to double to 1.5 billion in 2016. (Cisco)
Only about 24 percent of national brands are using online video to market to consumers.
(Kantar Media)
Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on
certain networks. (Bytemobile Mobile Analytics Report)
Consumers give up on an online video if it doesn’t load in two seconds. (University of
Massachusetts Amherst and Akamai Technologies)
Users sharing video on retail and brand sites chose Facebook 46 percent of the time, with email
accounting for 40 percent and Twitter capturing 14 percent of shares. (Invodo)
Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016. (Cisco)
52 percent of consumers say that watching product videos makes them more confident in
online purchase decisions. (Invodo)
Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users.
(NPD)
Mobile video ads that include social media buttons drive 36 percent higher engagement.
(Rhythm NewMedia).
Online video production will account for more than one-third of all online advertising spending
within the next five years. (Borrell Associates)
76 percent of marketers plan to add video to their sites, making it a higher priority than
Facebook, Twitter and blog integration. (Social Media Examiner)
92 percent of mobile video viewers share videos with others. (Invodo)
More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours
watching videos (YouTube).
2 billion video views per week are monetized on YouTube, and every auto-shared tweet results
in six new YouTube browsing sessions (ReelSEO).
Who is watching videos online?
FY14 Marketing and Advertising Budget
MARKETING, PROMOTION AND
ADVERTISING
Paid Advertising- Paradise Adv.
Co-op Advertising - Partner Contributions
Net Paid Advertising
Sponsorships/Fams
Travel- Direct Sales & PR
Tradeshow Registration
Promotions & Co-Op Marketing
Contracted Services:
Paradise Advertising-Service Fee
Phase V - Fulfillment & Inquiry
Miles Media- Visitor Guide
Miles Media - Websites
Research Data Services
S&M Technologies-SEO
OMMAC - UK Representation**
DiaMonde - European Representation**
Brazil Representation
IDSS
Book Direct- Hotel Reservations system
Visa Vue Research w. Visit Florida
Smith Travel Research
United Arts Association
Naples Chamber
Total Contracted Services
FY 14
Fund 184
FY 14
Fund 194
$3,500,000
-$125,000
$3,375,000
$77,500
$146,000
$235,300
$414,100
$450,000
$130,000
$35,000
$227,500
$125,000
$75,000
$200,000
$150,000
$50,000
$7,500
24000
12,000
$6,900
$24,000
$1,473,400
65,500
109,000
$1,582,400
Marketing Grants:
Naples Intl. Film Festival
Art Naples World Festival
FY 14
FY 14
Fund 184
Fund 194
$0
$25,000
Corrigan Sports- Lacrosse
$0
Friends of Rookery Bay
$0
Stone Crab Festival
$25,000
Mktg Grant Contingencies
$75,000
Total Grants
$125,000
Heritage (Musuems) Marketing Efforts
$100,000
Insurance
$16,300
Indirect Cost Reimbursements
$39,700
TOTAL MARKETING & ADVERTISING
GRAND TOTAL FUND 184 & 194
$6,002,300
109,000
$6,111,300
Market Intelligence
Group Meetings Market-Geographic & Industry Target Markets
Most Successful
Regions:
• New York (Northeast)
• Chicago (Midwest)
• Florida, DC, Virginia
(South)
Areas for Strong
Potential:
• Colorado
• Midwest (more
frequently)
• Texas
• Missouri
• Atlanta
• Brazil
Most Successful Industries:
• Corporate Incentive
• Associations
• Smaller Corporate
• Law Firms
• Medical – continued education
specifically.
• IT market
• Computer engineers
Industries for Strong Potential:
• Automotive (for meetings and
incentives)
• Florida Utilities groups
• Florida cattlemen groups
• Florida hardware association
• National retail companies
What Incentive Offerings Should We Market?
• Financial businesses and cold destinations
• Beach events
• Beach Olympics
• Fishing and boating events
• Golf and spa treatment packages for spouses who attend too.
• Destination weddings
• Everglades and Nature Tours
Affinity Market Groups to Explore:
• Reunions
• Religious groups
• Marriage counseling
• Couples retreats
• Golf groups
• Fraternities and Alumni groups
Group Market Media to Consider:
• Look more to online
• Mobile campaigns
• Search engine targeting ads
• Website key words
• Meeting magazines
• Association group magazines
• Twitter online conversation together with Pinterest as visual
enticement
• LinkedIn for meeting professionals to exchange trending ideas
Media Mix that Would Work Best in Attracting Groups to
Properties:
• All social media channels
• Advertising in magazines
• Strong TV Ads
• Trip Advisor
Leisure Market- Geographic, Ethnic, Activity Targets
How long in advance do guests plan/book their vacation?
• Europeans: 3-6 months in advance
• Summer domestic: Very short term; day or two.
What activities do guests favor during their stay?
• Recover
• Relax
• Shopping
• Nature
• Family
• Dining
• Nightlife - especially younger demographic
• Biking and outdoor activities
• Sports related events – like paddleboarding event
• Yoga on paddleboards
• Beaches
• Everglades
What media mix works best to get leisure guests to your
property?
• Print
• Outdoor for Florida drive market
• Trip Advisor
• Video Spot Exchange
• Online & Digital Ads
• Tablet focused marketing
• TV
• Self-generated printed materials
• Publicity
Which geographic leisure feeder markets have shown the
most success?
• NYC
• Midwest
• International/Europe
• Canada
• Florida
• Northeast
What markets show the strongest growth potential?
• Texas
• Orlando
• Miami
• International
• Mid-Atlantic
• North Florida
• Central European
• Midwest
Latin American target markets:
• South America
• Brazil
• Argentina
• Miami
Co-op Marketing Offerings and Opportunities
How can the CVB attract more tourism partners to participate
in our co-op programs?
• Better communication between the CVB & tourism partners to
ensure we’re maximizing the co-op opportunities
• Having a dedicated co-op database
• Use an eblast or website to sign up for communications
• Combination of ad fairs and email communication for
convenience options
• Keep/create opportunities at a lower cost and provide a greater
presence for the partners participating. Some partners feel that
the co-op ad size partners receive is too small versus what the
CVB’s presence is in the media buy.
What other co-op programs do you participate in, and what do
they offer that the CVB does not currently offer?
• Focus more on the drive-market in the summer/fall; following
through with commitments like tradeshows and other events
• Working out issues regarding PPC and the tourism partners
bidding against the CVB and essentially raising the overall costs
• Social media co-ops, more local media buys as well.
If you do not currently participate in the CVB’s co-op program,
what are the reasons?
• Communication issues
• Budget
• We look at the print space opportunities and see if size
allotments/costs are manageable
• Not aligned with current marketing efforts
• Not a great opportunity for partners when they only receive a very
small ad space/text for the dollars spent
• Some partners would like to be more involved however were
unaware of the co-op program/how to work through the co-op
program, sign up for opportunities, etc.
• Partners are looking forward to this year’s co-op ad fair to explore
and learn more about the opportunities.
What other co-op programs do you participate in, and what do
they offer that the CVB does not currently offer?
• Focus more on the drive-market in the summer/fall; following
through with commitments like tradeshows and other events
• Working out issues regarding PPC and the tourism partners
bidding against the CVB and essentially raising the overall costs
• Social media co-ops, more local media buys as well.
Are there specific media opportunities you’d like the CVB to
offer in the future?
• More tradeshow co-ops
• Out-of-home opportunities (billboards, transportation
communications, etc. in key markets).
• Keep a good variety so many partners can participate, such as
new video opportunities.
Should we include more social media opportunities in the
CVB’s co-op program, and if so, which ones?
• Video opportunities: Vimeo, YouTube, etc.
• Exploring more Pinterest, Google+ & Instagram opportunities
• Facebook
Promotional Ideas & Suggestions
What promotions should the CVB consider for the coming
year?
• Destination wedding or honeymoons via Pinterest or other
wedding related contest and prize
• Golf Pro/Am prize connected to tournament
• Partnering with a magazine or TV outlet that has their
readers/viewers choose all the prize offerings and the winner just
accepts it (like the Today Show wedding)
• VISIT FLORIDA – They now have a form to fill out for CVBs to fill
out with markets of interest, what you could donate.
• Once they have it, they’ll contact the CVB when they get an
opportunity.
• With VISIT FLORIDA – opportunities pop up with little time to
respond, so there needs to be pre set offerings “on the shelf.”
year?
• Do some more giveaways through airlines, like JetBlue gate
contest
• Come up with an offseason Destination Wide value added
campaign idea (like stay 3 get 4th night free)
• Do Destination Wide collection of deals surrounding major
festivals, like Stone Crab Festival. Tie in with products, retailers
and media
• Tie promotion/contest to monthly E-Scapes
year?
*** TV show promotional giveaways
• Lou Hammond & Associates has audited opportunities:
• Some shows are prohibitive (Ellen, Rachel Ray – you have to supply
for the entire studio audience)
• Kelly & Michael has the travel trivia wheel – good opportunity for
hotels. No fee charged.
1. The View has $100,000 fee just to offer a prize.
2. Wheel of Fortune – prize must be $3,500.
3. Canada AM and Breakfast TV – just need to offer prize.
4. Steve Harvey Show
5. Local New York – Live From the Couch, new show, morning talk –
actively looking for trips.
6. Let’s Make A Deal – no cash required, trip exchange, minimum
value level.
Do you have specific “need dates” that the CVB should tie
promotions to?
• Added value type promotions and destination offers that are tied
to NEED dates:
•
Christmas, 1st 2 weeks of January and the start of school in
September.
What social media promotions have you done that delivered
good successes?
• CVB is planning to launch promotion/contest schedule via
Facebook and Instagram integration with the goal of increasing
Fan engagement and driving traffic across all digital platforms.
• Consider coming up with a Character-driven “scavenger hunt”
across the destination – takes people in a virtual way across the
destination.
• Having an avatar or a famous golfer/celebrity to play off their
social media channels.
Have you done radio promotions, and if so, in what markets
and with what level of success?
• More prevalent today they require an add buy.
• Sports Radio may be a good opportunity such as Mike & Mike in
the Morning for a Guys Getaway remote broadcast, and also give
away a listener prize.
• Keeping up with the winners is very challenging, getting them to
collect their prize.
Special Events
What types of special events should the CVB consider
supporting or creating in the future?
•
•
•
•
Food festival
SWFL Golf Trail for destination golf
Chalk art
Family based events in the summer season such as “Amazing
Race for Naples”
• Cycling event
• Orchid festival
Should the CVB expand existing events, and if so, which ones?
• Yes - We need something that is unique to destination
• Example: Stone crab.
• Promote a month long themed event around the stone crab.
(Oct. 25- before week before Thanksgiving)
• Advantage is that event is already established and can be
easily expanded upon. Will enhance community exposure as
event grows in scope.
• Classic car show
Special Events
Would a classic car event like a concours d’elegance event
work for our area?
•
•
•
•
•
•
•
•
Yes –
Consider using Miles Collier, Porche, and a private collection
Team up with local car clubs
Need someone to facilitate this event
Manage, salary payment- year round job just to put on this event.
Co-op opportunity to put on this event
Should take place during shoulder months
Has potential to generate good overnight visitation, market
driven.
What time of the year should these special events occur?
•
•
•
•
•
•
NEED DATES – during shoulder season
First two weeks before Christmas
Easter
Third week of Aug. – Sept.
January
Mothers day
Special Events
Should the CVB look at promoting our area at other signature
events in Florida
Examples include: Art Basel, Sarasota Film Festival, Air and
Sea Festival), Miami or Ft. Lauderdale Boat Show?
• Yes• Target people that go to those events too come before or after,
not take them away
• Advertise in Miami
Digital & Social Marketing Strategies
What new digital initiatives should the CVB pursue?
• Pinterest- specifically contests. Drive social media to the locale
• Example “plan your wedding in paradise” or “plan you perfect
beach locations”. Shared boards between destinations. Use
vacation pictures to “get back to paradise”
• Out of market applications involvement, branded content with
videos.
Are you seeing a continued interest in blogs?
• Absolutely - Benefits search engines and insider authority as well
as Paradise Coast Blog.
What techniques should be pursued to get the most out of
other people talking about our destination through TripAdvisor
and others?
• The CVB could initiate programs with partners and hold front desk
training
• Create digital assets to encourage postings and positive reviews
• Identify reviewers and create Press clips section on the website.
How can partners be encouraged to upload their videos and
photos to their listing on the CVB site?
• Raise awareness that this is an option
• Incentives for the partners
• Education for the partners on ownership
• Have you tried “retargeting” to better keep track of customers
interested in your property or business?
• Tagging online presence, keyword terms – we find that this works.
Would a destination “app”lication be a smart move for our
destination to supply to group and leisure travelers that are in
market?
• No - Would require a lot of promotion.
What social media techniques have you found that work well
for your property or business?
• Using the different sites for their specific target audience and
varying content
• Facebook Photos and Video.
Are Facebook and Twitter accounts in Spanish and
Portuguese important to have?
• 50/50 yes and no.
Is Pinterest growing for your property or business?
• YES -Slowly emerging to a young female demographic.
Is LinkedIn a tool we could use to promote our area to
professionals?
• Sponsored posts could be effective with a very targeted message
to event planners
• Meeting Planners & Incentive.
How are you incorporating Instagram content with other social
media channels?
• Naples Botanical Garden posts pictures of latest events to
encourage attendance and visits to our webpage
• Hashtag (#) content from Instagram helps bring awareness to the
post. Also, republishing to other social media channels.
What developments/features would you like to see on
www.ParadiseCoast.com?
• A more responsive site
• Current events more easily accessible
• Update our events page, more visual, added content.
FY14 Sales Department Budget
SALES DEPT. BUDGET
Promotional Items -Sales
Sponsorship of Meeting & Events
Trade Show Registrations- Debi
FY 14
FY 14
Fund 184
Fund 194
$8,000
$30,000
$100,000
Trade Show Registration- UK
$20,000
Trade Show Registration (Intl- Dir.)
$35,000
Trade Show Booth Décor
Air Service Marketing
$15,000
$200,000
Sales Dues & Memberships
$6,000
Intl Assoc Dues/Memberships
$0
$5,000
CVB -Tourism Industry Memberships
$0
$0
Europe Show Regist. & Travel- Diamonde
$25,000
UK Event Regist & Travel.- OMMAC
$25,000
SALES DEPT. BUDGET (cont.)
FY 14
FY 14
Fund 184
Fund 194
Tour Operator Co-op-Europe
$50,000
Tour Operator Co-op- UK
$50,000
Debi Sales Travel
$52,000
Dir. Sales & Conference Travel
$20,000
Leisure Sales Travel
$25,000
Brochure Distribution
$13,000
Mileage - Local
$500
Shipping to Shows
CVB Meeting planner booking incentive
Fam Trip Support
$10,000
$0
$30,000
Freelance Art & Video
$0
Printing of Invitations
$0
Transfers to Tax Collector
$0
Group Meeting Support
Fund Totals
$345,800
$1,028,800
$36,500
Sales Strategies
The CVB utilizes IDSS that most group hotels are using on a
consistent basis. How can group hotels be encouraged to
report RFP progress to the CVB?
• The admin is the reporter to report follow-up
• Two (or whatever number) phone training sessions
• Phase 5 – could be a solution to making calls
• Perhaps adapt the program to run reports that can include who
the RFP was sent to for follow-up.
Are sales missions to group feeder markets important and do
they produce a good return on investment?
• Yes. Go to feeder markets as a group with the CVB when it’s not
nice weather here. Bring FAMs when properties look their best
and weather is great
• Do a combination of small and large group events – quality is
very valuable.
Sales Strategies
Are FAM trips still important and an effective way to show off
our destination? If they are, is it important for the CVB to
support the expenses for these FAMS?
• Still do organized destination FAMs and provide airfare when
appropriate
• CVB doesn’t need to escort those individuals around; CVB should
turn them over to the hotels
• CVB should qualify their needs and provide the planner a list of
hotels that meet their needs
• Tradeshows – choose a few of the best shows and “kill it” at
those: include targeted advertising for brand exposure: TV shows,
etc. to push the destination.
Sales Strategies
Site inspections are more property specific. Is it important for
the CVB to financially support these site visits?
• Yes, especially for Prequalified FAMs.
RFP enhancements for hotels and tourism partners have shown
good success over the past three years. These incentives
assist our partners in closing pending group meeting business.
Is this technique important to continue?
• Yes. Absolutely.
Sales Strategies
What group meeting planner trade shows should the CVB
pursue that we are not currently attending?
• IMEX Las Vegas
• Incentive Works Toronto.
What leisure market trade shows should the CVB pursue (NY,
Boston, Philly, etc.)?
• Wholesale is a definite. No consumer shows.
Should CVB continue to buy special group market lists for our
group e-newsletter deployments?
• Yes. Tracking and monitoring those newsletters are increasing our
opt-ins, and thereafter RFPs.
Would our group hotels share a list of their “Need Dates” to the
CVB to target meeting planners for meetings in those dates?
• Yes.
Would Collier hotels participate with the CVB to make joint
sales call/missions to Corporate Park markets?
• Yes. Absolutely.
FY14 Public Relations Budget
PUBLIC RELATIONS DEPT. BUDGET
FY 14
FUND 184
FY 14
FUND 194
Contractual Services:
Blueway Website-Miles
$10,000
Media Monitoring Services
$25,000
CleanPix
$20,000
EnFlyer
$1,000
Video, Audio, Still Production
$85,000
LHA PR
$185,000
Contractual Sub Total
$305,000
$21,000
FY 14
FUND 184
Promotional Products
$2,000
Press Sponsorships- FOWA Conf
$5,000
Press Release Distribution @ Shows
$1,500
Individual & Group Writer Fams
$35,000
Travel- Regional/Local
$1,500
Travel- Media Missions
$15,000
Area Pormotions
$2,500
Newswire Distribution
$3,000
Printing - P R Releases/Kits/Invites
$2,000
Award Submissions
$2,000
Show & Conference Registrations
$4,000
FY 14
Memberships
FUND 194
PRAC
$100
PRSA
$600
SATW
$500
See SW FL
$100
OWAA
$400
FOWA
$150
Naples Zoo
$100
HSMAI
$225
Misc. Memberships
$125
Sub Total Memberships
$2,300
FY 14
FY 14
FUND 184
FUND 194
Mileage Reimbursement
$1,000
Training & Development
$2,000
Cell Phone
$0
Shipping to/from Shows
$0
Subscriptions
$400
Equipment- Video Production
Sub Total PR Marketing Expenses
TOTAL PUBLIC RELATIONS
$10,000
$73,500
$13,400
$378,500
$36,700
$415,200
Public Relations Strategies
Should the CVB target dining as a way to promote our destination
using a special event, or a segment with a reality dining show such
as Top Chef?
• National Exposure should include: Conde Nast, Travel + Leisure,
National Geographic, Outside Magazine, Canoe and Kayak, Standup
Paddle Boarding Magazine, Fodors, Frommer’s
• General Travel
• Niche (sporting, food, family)
• Regional Exposure should include: News Press, Naples Daily News.
• Syndicated Exposure should include: Associated Press *#1 National
media target. On a local and national level (local, state and national AP)
• TV Exposure should include: Reality programs reaching high income
households (Bravo examples), Food Network, Travel channel
What outlets (publications, TV Networks, online sites, radio
stations/syndicates) should we target for publicity?
• National: Conde Nast, Travel + Leisure, National Geographic,
Outside Magazine, Canoe and Kayak, Standup Paddle
Boarding Magazine, Fodors, Frommer’s
• General Travel
• Niche (sporting, food, family)
• Regional: News Press, Naples Daily News, importance of local
news going national
• Syndicated: most newspaper get stories from Associated Press
*#1 National media target. On a local and national level (local,
state and national AP)
• TV: Reality programs reaching high income households (Bravo
examples), Food Network, Travel channel
Do you have suggestions for new techniques in social media
in the PR field?
• Themed Twitter chats (special events)
• #TravelTuesday, important times: 8-9 a.m. or 10:30 a.m. all in
one feed to incorporate equal opportunity
• Using #HashTags for live chat and live updates. Benefit of
followers gained
• Facebook contests to link in with other social media outlets
• Google hangouts to draw attention to the area
• Google videos allowing online followers to experience the
destination
• TV/Twitter/Blogger pay-for-play idea to endorse destination
• Keep the Paradise Coast brand
• Does it help our destination to win awards and accolades such
as being included in “Best of” lists?
• Absolutely - Sharing these on social media creates a lot of “likes”
Discuss the importance of these types of efforts:
• Group press trips
• Great for exposure, partners to take advantage of opportunity?
• Individual press trips
• Coming from CVB trusted, we can vet (weeds out “slackers” so
partners can know who will produce)
• Beyond UMV, does the social media match?
• Desk side visits
• Go to the media, if time permits
• Idea to invite partners along with this
• NYC media event sponsored by CVB
• Luncheon vs. trade event
• Challenge: can be hit or miss with cancellations
Would a blogger and/or digital photography FAM for with
appropriate follower profiles be worth pursuing?
• Depends on if the bloggers are qualified
• Beneficial to host photographers and make agreement to use their
photos
Should the CVB consider participating in travel blog
tradeshows?
• TBEX is a major blog tradeshow - would highly recommend.
What themes and topics do you feel are important for the
destination to focus upon with its communications outreach?
Such as:
• Cuisine/dining
• Nature/eco/adventure
• Shopping
• Family
• Etc.
• Beaches, food and wine
• Unique or quirky
• Stats and niches
• Personal stories
What themed Press trips should the CVB create for next year
(i.e. Eco, Heritage, Cuisine, etc., or should the focus be on
general destination highlights?)
• Themes are more attractive, helps to qualify the outlets attending
Participation in top reality and some traditionally programmed
television shows requires significant paid participation, which
would require investment from the CVB advertising budget.
What are some shows that you feel would be worth
considering?
•
•
•
•
•
•
House Hunters
Other HGTV shows
Real Housewives
Popularity of offbeat travel shows (need to find niche)
Fishing shows
Big Break or other golf shows
FY14 Sports Marketing Budget
SPORTS MARKETING- CCSC
FY 14
FY 14
Fund 184
Fund 194
Media & Web Advertising
$25,000
Production
$15,000
Contractual- VisionNet
Web site & Social Media Support
$0
$5,000
Sports Coordinator Position (20 hrs.)
$45,000
Contract/Intern Positions
Travel -Trade Shows & Conferences
$0
$10,000
Memberships
$1,800
Registrations
$1,300
Promo Products
$3,000
Operations-Admin- Misc
$0
TOTAL
Bid Fees
$12,000
Cat. B Event Grants
$25,000
TOTAL SPORTS MARKETING- CCSC
$96,300
$46,800
$143,100
Sports Marketing
What other sports events should we ask our sports marketing
team to look for in the future and what time of the year?
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Triathlons
Flag football leagues
Life Guard Tournaments
Tough Mudders and Color Run
Paddle boarding
Wake boarding and Skim boarding competitions
BMX/skate boarding comps or X-games at Florida Sports Park
Cross Fit Challenge
Cheerleading and Gymnastics
Sailing or Speed boats
Training camps
Field hockey
Wrestling
Tennis
Youth golf
Bowling
Water polo
Sports Marketing
What sports events do Collier County teams travel out of our
area to compete in that we could host and keep those teams
home?
• Showcases for scouting for college/semi-pro leagues
What youth and amateur sports teams/organizations in our
community could help us attract larger events?
• Gulf Coast Runners Club
• Reach out to all the local organizations & offer help to their
already established events
• Florida Fire Juniors and Adrenaline.
What sports facilities do we need to expand or add to make our
destination more attractive?
• An arena would most likely need to be built in Collier County
• More grass fields
• More baseball/softball fields
• Use high school facilities
• Have a stadium field built.
Competitive Analysis
The Beaches of Fort Myers & Sanibel
Miami
Sarasota
The Palm Beaches & Boca Raton
Fort Lauderdale
St. Petersburg & Clearwater
The Florida Keys & Key West
Brand Promise: It’s not just geography. It’s a
state of mind.
Brand Positioning: “A little quieter, a little less
hurried, a lot less like the rest of the world.”
Creative Leisure:
Florida’s Unspoiled Island Sanctuary
Creative Leisure
Group Sales Strategy
Lee County’s sales strategy includes direct sales, trade
show participation, telesales, fams and site visits,
sponsorships and hosting client events. Group sales
activity is supported through direct marketing,
contracted sales offices, trade advertising and targeted
public relations efforts to the trade press.
Social Media
Fort Myers and Sanibel have a huge social
following on all major networks including
Facebook, Twitter and Pinterest.
Brand Positioning: It’s So Miami
Communications Objective: Increase market share, focusing on core
markets and developing new, low-impact niches.
Campaign Creative Objective: Make the saying “It’s So Miami” the
response people use when they see something hip, tropical, sparkly, and
stylish.
Campaign Media: The campaign runs in print, television, outdoor and online
advertising as well as hotel promotions and social-media outreach.
Creative Leisure
Creative Dining Event
Creative Spa Month
Creative Group Meetings
“Miami is the city with so many meeting venues you have your
choice of environments.”
Branding Position: Sarasota and Her Island Beaches
Leisure Sales Strategy: Sarasota continues to utilize print,
newspaper and online media. They have also embraces social
media and have run several promotions on Facebook, Twitter and
Pinterest.
Creative Leisure: Sarasota boasts the highest concentrations
of Zagat rated restaurants in Florida.
Brand Positioning: The Best of Everything
New Brand: Discover the Palm Beaches
Brand Promise: Palm Beach County is the best way to experience
Florida. The community where genuine hospitality is a way of life,
breathtaking beauty occurs naturally- the place to enjoy the time of
your life.
Creative Leisure
Targeted niche markets include: culture & heritage, luxury, golf,
romance, equestrian/polo and eco-tourism. Growth opportunities
include: culinary, gay/lesbian, spa and diversity/ethnic travel.
Group Market
Sales Objectives:
• Enhance database
marketing and
management
• Refine geographical and
market segmentation
• Increase use of digital
marketing tools
• Sharpen messaging and
direct selling tools
Brand Positioning: Where
casual meets chic.
“Find Your Sunny Side”
Brand Personality: Carefree,
refreshing, active, vibrant,
entertaining and sunny.
Communications Objective:
Position Ft. Lauderdale in the
minds of domestic and
international travelers as a
desirable year-round
destination and increase the
intent to travel to Ft.
Lauderdale.
Lifestyle Targets:
Affluent Families,
Luxury, Spa, Active
Adults, Bridal, Yachting,
Gay Friendly
Target Markets:
New York, Boston,
Philadelphia, Chicago,
Tampa, Orlando,
Atlanta, Washington DC
Media Tactics:
Television/Radio, Out of
Home, Magazine,
Meetings &
Conventions
Leisure Positioning:
Beach Chic. Relax.
Refined. Refreshing.
The continuing
transformation of the
destination includes new
emerging neighborhoods
with a younger
generational appeal and a
thriving day to night cultural
scene.
Group Market
Meetings Positioning: Meet Chic. Style. Substance. Savings.
Target markets: Northeast, Chicago, Mid-Atlantic
Promotes: Lowest Tourist Tax
Group Sales Strategies:
• Implementation of the Lauderdale Convention Collection.
• A marketing coalition of the CVB, Convention Center and 6 hotels
• Renewed focus on insurance and financial
• Industries
• Focus on Association Management companies
• Lauderdale Luxe program – featuring luxury
• Hotels
• Destination client visits
• In-market sales missions
• Tradeshows – shift focus from image-building
• shows to appointment-based shows
Brand Positioning:
The Natural and Cultural Gem
of Florida’s West Coast
Communications Objectives:
• Execute a county-wide
marketing platform to
promote and enrich the brand
image of the entire
destination and to deepen
consumer engagement.
• Stimulate travel impact from
both new and repeat visitors
through an inspirational
layered approach (messaging
and media) that reinforces
the brand and differentiates
the area from other beach
destinations.
Creative Leisure:
100 Days of Summer Campaign
“Where Summer Rocks”
Creative Leisure:
Targeted New York & Chicago
Campaign
Group Market:
The Meetings & Conventions
department assisted in securing
103,000 + confirmed room nights.
Brand Positioning:
Come as you are | Let your conscience be your guide
Advertising Objectives:
• Continue to develop top-of-mind awareness of the Florida Keys as
the premier Florida destination for leisure or business travel
• Create and maintain a campaign that highlights all the reasons to
visit and “protect” our destination
• Develop creative, flexible media plan for year-round visitation to
the Keys
• Maintain a unique marketing identity in relation to competitive
destinations
• Bolster our campaign with value-added opportunities/co-op
advertising
• In all efforts, drive consumers to our website for immediate
information, service and point of sale
Advertising Goals:
•
•
•
•
•
•
•
Create new commercials promoting fishing, culture,
weddings/Honeymoons
Increase visitor response to the website
Increase advertising in the Scandinavian market
Increase advertising in the Canadian market
Increase advertising to promote meetings and conventions
Increase national television during fall and late spring/summer
Increase co-op opportunities
Leisure
•
•
•
•
Domestic Markets: Florida,
New York, Illinois,
Pennsylvania, Michigan, Ohio,
New Jersey, Georgia,
Massachusetts, Texas, North
Carolina, California
International Markets:
Canada, Germany, UK,
Scandinavian countries
Media: TV 38%, Digital 20%,
Magazines 12%, Newspaper
12%, International 5%, OOH
2%, Meetings & Conventions
< 1%, Radio < 1%
Public Relations Plan
FY 2013-14 Public Relations Plan
•
•
•
•
•
•
•
•
•
Objectives
Goals
Key messages
Tactics
Broaden Media List and Editorial Calendar Opportunities
Paradise Coast Blueway
Media Tradeshows
Award Opportunities
Digital & Social Media Plan Outline
Public Relations Plan 2013-14
• Institute new media monitoring and integrated database system
• Continue to leverage/grow social media
• Utilize the Journey Through Paradise promotion to launch and
integrate Pinterest and Instagram social platforms
• Successfully launch new responsive design website
• Ramp up video production and use
• Position Paradise Coast as top-of-mind luxury destination
Increase awareness of the Paradise Coast as a family-friendly
destination
• Promote meaningful and authentic experiences to generate
unique story angles that speak to general industry trends
• Support M&C through editorial initiatives.
• Grow awareness about the destination as a quality culinary
destination.
• Elevate awareness of the area’s natural beauty, and the many
opportunities to be active yet still enjoy the area’s resort amenities
• Elevate the area’s perceived value as an arts and cultural
destination
• Integrate messaging across traditional and digital platforms and
with paid media initiatives
Goals
• Increase media coverage by 10%
• Increase social media following by 50% and greatly enhance
engagement
• Obtain at least three top tier national travel publicity
placements
• Obtain culinary travel coverage of the destination in local,
regional and national publications
Key Messages
In PR, key messages weave themselves into the visual we create for the
target audience, and build the foundation for how Naples, Marco Island and
the Everglades will be positioned in the global, national and regional
landscape.
Each message will build off of the “Florida’s Paradise Coast” branding. The
exact messaging of the PR will focus on the idea of exploring the beauty of
paradise and all of its offerings.
• Florida’s Paradise Coast brings together the natural wonder and wildlife of
the Everglades with the spectacular white sand beaches of Naples and
Marco Island at the southwestern tip of Florida’s Gulf Coast.
• The Paradise Coast is growing as a culinary destination
• The diversity of offerings from luxurious spas and vibrant nightlife to
immaculate beaches and family-friendly activities make the Paradise
Coast an ideal destination for couples and families alike.
• The destination has some of the best shopping opportunities in the state
of Florida
• The Paradise Coast is a compelling meeting, conference and incentive
destination with excellent resort-based meeting facilities and unique team
building and recreational excursion opportunities.
• The Paradise Coast grows as a compelling family friendly destination with
the opening of new and revamped family attractions.
Tactics
Journey Through Paradise Campaign Launch - Fall 2013
• To elevate the area’s perceived value as an arts and cultural
destination, and to elevate the area’s natural beauty the CVB will
catapult the Journey Through Paradise campaign into the media
spotlight.
– Several launch events are planned in the destination to kick-off and
inform media and local influencers about the campaign
– Maltz’s images will be used to launch the destination’s Pinterest and
Instagram platforms
– Lou Hammond & Associates will arrange a New York event to
introduce the JTP book and Maltz to the travel, book and arts media.
Tactics
Media Missions
Joint Media Missions/Events with VISIT FLORIDA
• When selected, the CVB will participate in VISIT FLORIDA media
missions, also known as one-on-one meetings with media
contacts in key markets, designed to help develop and strengthen
media relationships and present the latest information and story
angles.
• The VF PR Representative conducting the mission will make
appointments with editors, travel writers and other key contacts
with major newspapers, publications, radio shows and TV
markets.
• Based on an application system, CVBs are selected to attend. If
we are not selected we will buy into the “news release option” so
that our destination information will be included in a digital press
kit provided to each media contact.
• The CVB has been selected to participate in a Los Angeles media
reception in October 2013. L. A. has been identified by VF and
many destination partners as a growing opportunity market.
Tactics
CVB Media Events & Missions
• The CVB and LHA will work on a targeted event to launch Journey
Through Paradise and Alan Maltz to the New York based media.
• Additionally, desk side visit will be arranged in New York as well
as these possible markets:
•
•
•
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Miami/Ft. Lauderdale
Tampa/St. Petersburg
Boston and Philadelphia
Texas
Tactics
Blog and Video Promotions
• Blogs are becoming increasingly popular with travel journalists.
They write based on their experience at a destination, which
proves to be a valuable tool for learning what travel journalists will
cover.
• LHA will continue to pitch the destination's newsworthy items, the
Destination Diary blog and Adventures in Paradise web videos to
top travel blogs, but also promote through each of the social
media channels.
• Our own Destination Diary blog activity will increase and be
promoted through our Twitter and Facebook social channels, to
provide ongoing content ideas, local insights and more for travel
bloggers and also for our social media engaged customers.
• In addition to stepping up production of the Adventures in
Paradise series, the team will begin a weekly short video update,
Paradise Buzz, featuring Buzzy Ford with the destination’s latest
news on events, fun facts, local secrets, deals and more.
• The CVB is working with local vendors to increase its library of
easy to access and download B-Roll video clips, for use by news
organizations to produce their own video coverage.
Tactics
Press Trip FAMs
To better target media outlets, the Naples, Marco Island, Everglades
CVB plans to offer several uniquely themed press trip FAMs
(familiarization trips) to highlight specific niches including but not
limited to:
• Golf
• Foodie
• Mobile Photography with one or more Mobile Photo Experts
participating in a teaching capacity
Tactics
Individual Press Visits
• Individual and group press visits provide an ideal opportunity to
showcase Naples, Marco Island and the Everglades. In addition to
the FAM trips previously mentioned, the CVB develops itineraries for
individual press trips on an ongoing basis, thereby showcasing
events, attractions and accommodations in the area as needed.
• We will accommodate as many incoming FAM requests as possible,
as well as target media that we might invite. Our target media will still
include niche media – to include sports, outdoor, food, romance and
women’s publications – in addition to more mainstream travel media:
– The CVB most often provides itinerary assistance for individual journalists but not
travel expenses. If travel expenses are needed to accomplish the FAM, the CVB must
ensure the visit is a complete “destination” experience.
– The CVB cannot pay airfare to host a writer that is the guest of only one hotel or
resort. With the advent of newly expanded international marketing representation, we
expect our incoming requests for international FAM assistance to increase.
– The CVB will endeavor to include as many partners as possible on a fair and rotating
basis for itineraries, depending on the interests and story needs of each individual
correspondent.
Tactics
Rich e-mail newsletters for journalists and industry partners
• The CVB will distribute two electronic newsletters - written in
short two-three sentence tidbits and offering the media hyperlinks
to access more information
– Paradise Connection for the news media entitled
– Paradise Press for industry partners
Broadcast Opportunities
• Television media is a wonderful media target for the PR team
because of its high viewership numbers. The medium demands a
highly visual story, giving ample opportunity for segments
focusing on luxury travel, ecotourism, etc. – all on Florida’s
Paradise Coast
• LHA will target top television outlets for greatest exposure, and
monitor opportunities to be included in news appearances by top
editors from publications such as Travel + Leisure, Conde Nast
Traveler and more on national shows such as the Today Show.
Tactics
Proactive Media News Bureau
• The news bureau is still the core foundation of LHA’s PR efforts in
support of the CVB
• To ensure we continue to receive increased news coverage from
both broadcast and print outlets, PR will focus on creating unique
news hooks, as well as monitoring current news trends where the
Paradise Coast is a natural fit for the story
• More formal news releases will focus on the events, while the
individual pitches will leverage the individual attractions and
packages as part of more overall trend stories
• Trend pitches can include: romantic excursions, regional cuisine,
budget travel, family travel, holiday traditions,
wedding/honeymoon destinations, women’s travel, kite surfing,
diving, ecotourism, etc.
• Other trends that the destination can tie into include volunteerism,
special occasion travel and pet-friendly travel.
Tactics
Broaden Media List and Editorial Calendar Opportunities
The PR team will ensure the media lists include publications focusing on various
general and vertical markets, where the Paradise Coast can secure news coverage.
This includes, but is not limited to, both print and online versions of the following niche
media. In addition to these efforts, we also will broaden our editorial calendar lists that
detail the story angles the publications will focus on in a given month, and increase our
pitching efforts toward those editorial calendar listings.
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Consumer Travel publications (including travel books)
National newspapers
Travel Industry Publications (Travel agents, tour operators, etc.)
Regional newspapers in our target markets and beyond
Regional radio and TV outlets in our target markets and beyond
Diversity magazines and newspapers – print and online
Women’s and men’s general interest publications
Parenting magazines
Meeting industry publications
Sports magazines
Top blogs and online news sites
Television networks and shows, including golf and fishing
Tactics
Incorporate Calendar of Releases for Pitching Area Events and
Attractions
LHA will research and distribute a regular series of topically themed
destination releases. The CVB will include as many relevant partner
examples within these releases as is appropriate. These releases in
development include but are not limited to:
A.Destination Themes
• Journey Through Paradise project in conjunction with Alan Maltz and
Karen Bartlett.
• Citizen Science and Experiential Travel
• Green Travel
• Special Occasion Travel
• Pet-friendly Travel
• Learning & Enrichment Activities during Paradise Coast Vacation
• Family Fun
• Unique Dining Featuring Local & Regional Products
• Arts & Culture
• Outdoors & Nature, Beaches
Tactics
B. Unique Local Developments with Larger News Tie-In
C. Event Related Promotion
• Stone Crab Festival, Stone Crab Season, plus Fall For Fun
promotion
• Celebrate the Arts and Naples International Film Festival
(November 2013)
• Florida Panther Festival
• Holiday Shopping & Events
Paradise Coast Blueway
• Work with Collier County IT to obtain GIS vendor assistance to
update and upgrade existing Blueway route content, and
convert new route GPS coordinates for use online.
• Engage area partners such as Rookery Bay and Naples Kayak
to determine schedule and methods to proceed with
completion of the Paradise Coast Blueway trail mapping
activities and get them formatted for use in online and printed
products to be distributed to the public.
• Rebuild the Blueway website to assist paddlers
Media Tradeshows
Throughout the year, the CVB and LHA are presented with
several opportunities to host a table/booth at media “trade
shows,” where the CVB representative can interact with a large
number of travel journalists.
• Because these marketplaces are held in a variety of
locations, the journalists attending are generally varied at
each one
• LHA will work with the client to identify the most beneficial
marketplaces, coordinate the logistics and if budget allows,
man the booth
• The possible marketplaces include Pow Wow, NATJA, PRSA
Travel/Tourism Conference, TBEX and SoMe Conference.
Award Opportunities
The Paradise Coast has won many awards over the years that
further enhance its reputation as a premier destination and
offered third-party credibility. The CVB will continue to research
and aggressively target the following three types of awards, if
deemed appropriate:
• Favorite travel destinations, reader’s choice and editorial
awards
• PR/Advertising industry awards
• State travel awards (Flagler Awards)
Digital & Social Media PR Plan
Situation Analysis
• Website:
• Continually updating listings, adding deals
• Work to move forward on major overhaul to implement Responsive Design, with
peak functionality across all device platforms.
• Twitter:
• All five twitter accounts are active and engaging followers.
• Facebook:
• Likes and engagement are increasing every day
Preparing to integrate with Instagram and Pinterest content
• Instagram:
• Expected launch in October 2013 to coincide with Journey Through Paradise
photography and book promotion.
• Pinterest:
• Needs more pinning activity. Will increase with Journey Through Paradise
promotion.
• Competitive situation:
Other CVB’s budgets are much larger; we continue to be
competitive with our limited budget. (Paradise putting
together a competitive analysis)
• Trends:
Video & Food Travel are very popular at this time.
Pinterest continues to grow.
• Target Markets or Customers:
Females 25-60
Goals
• Increase fan engagement, driving traffic across all digital
platforms
• Increase Intents to Travel on website, including Order A Guide,
Live Chat, Book Direct click-through's, etc.
• Create and foster Brand Ambassadors to spread our destination
message
• Spread destination key messages directly to our customers
rather than filtered through traditional media channels
• Increase visitation and visitor spending.
Tactics:
• Geo Fencing, pre-targeting, Facebook ads to increase traffic to the website and
book it engine
• Enforce consistency with branding across all social media outlets
• Sponsored Twitter and Facebook posts to coincide with campaigns
• Stellar Video & Photo Content
>Increase production of Adventures in Paradise episodes
>Begin production of short “Paradise Buzz” segments about deals, events,
what’s new, fun facts, local secrets
• Conduct contests and sweepstakes designed to drive attention to Paradise
Coast
Push contests through all outlets and platforms
• Conduct themed Twitter Chats
• Develop Google + and utilize
• Launch Instagram and effectively integrate with other digital channels
• Launch Pinterest and use as contest channel
• Focus on content development that’s relative to website, social media, deals,
hotel info and so forth.
• Form Paradise Coast Social Media Tourism Group
• Develop “synergy” within all vendors involved with website & social media.
Sales & Tradeshow Plan
FY 2013-14 Sales & Tradeshow Plan
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Situational Analysis
Measurable Objectives
Overview
Trade Show Events 2014
Situational Analysis for Sales
Current State of Meetings/Group Market
• The meetings market is up slightly in 2013 compared to 2012
• As far as CVB leads we are on an even field with 2012 and
with each contact reach we are getting more RFP’s.
• While 2012 group RFP distribution from the CVB to hotels
was 191 with 55 contracts, the 2013 is at 182 group RFP
distribution with 57 contracts – we still have 6 weeks to go.
• The reason these numbers are somewhat flat is simply that
one person can only do so much. I am working at full and
overtime capacity.
• I expect to continue this growth with focus on new shows, new
planners, hotel partner participation, FAMs both in and out of
market; sites, and hosting targeted planners and planner
shows in the destination.
Situational Analysis for Sales
Competitive situation
• We are losing most of our RFP’s contracts to other Florida
destinations due to aggressive CVB budgets and hotel sales
who attend many of the same shows as our CVB.
• Other competition is warm weather climates in winter, AZ,
southern California, Hawaii, Caribbean and Puerto Rico.
• We lose summer business and winter business to Florida
destinations with opposite weather/season.
• Orlando is a strong Florida competitor due to their inventory,
aggressive marketing, meeting capacity and convention
center availability lower rates and family appeal.
• Miami/south east Florida and Amelia Island have won much of
this business too.
• Our chain resorts such as Ritz-Carlton and Marriott, Waldorf
compete with each other in the Florida market and rate is a
big factor.
Measurable Objectives – CVB team – all aspects of sales
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Continue to improve the website
Continue to improve the Visitor Guide
Keep updated Meetings collateral
Continue Newsletters program and expand coop and editions
Sales missions of all types including joint sales missions with PR, regional, hotel and
attraction partners.
Increase Meeting planner data base
Focus on Travel Agent sales through various avenues
Create new videos – Wedding, Meetings, PR and a great destination video
commercial video we can use at trade shows and in welcoming groups to the
destination
Continue Fams and Site programs
Continue RFP Enhancement program
Idss use and support / updates and data bases
Social Media promotion expanded
Media buys
PR
Sports
Film
Tracking ad buys, IDSS, RFP’s, and other.
Overview
The CVB currently has one full time domestic sales manager, and
one sales assistant. The Director currently handles the majority of
the International market sales. We are hiring a second full time
sales manager to concentrate on the leisure market.
The CVB has not attended Association meetings trade shows in a
few years due to limited staff.
We have full time representation based in German and in the UK
and we have an RFP out for Brazil representation.
• The CVB utilizes IDSS that most group hotels are using on a
consistent basis
• Two phone training sessions per year are needed
• Constant updating the data base
• PhaseV – could be a solution to making calls to find out what
business is booked (Sales admin currently does this)
Overview
The CVB representing Florida’s Paradise Coast of Naples,
Marco Island and the western Everglades has seen great
success in growing the group meetings market.
Our unique setting, coupled with the personal attention each
group can receive in our group hotels, promises to help grow
this segment next year.
Our visitation research shows that 70% is leisure and 30% is
group visitors. Currently we devote 40% of our marketing budget
to group and 60% to leisure.
Sales Strategies
Meetings e-newsletters
• Include more co-op opportunities in Meetings escapes
newsletters
• Buy special group market lists for e-newsletter deployments
• Newsletters will go out every month :
• Entire Group Planner Database –every other month
• Themed/Targeted database- alternate month
• Incentive
• Renovations – what’s new
• Offsite venues what’s new
• Meeting specials deals
• Weddings
• Corporate
• Association
• Best of meetings news list
Strategies- Group Special Programs
Site inspections
• Continue to assist in travel expenses for planners for Sites
• CVB Group sales assists with the itineraries and some escort; travel
arrangements, meet and greet and welcome bags.
Fam Trips
• Travel expense assistance
RFP enhancements
• Hotels and tourism partners have great results from this program
over the past three years
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Assist our partners in closing pending group meeting business.
CVB Group sales track and support these efforts by attracting RFP’s, bids and signed
contracts from planners.
Sponsorships
• Fund sponsorships at planner shows to increase destination
awareness.
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Examples: SITE Global Fam, SMU, MPI, HPN, Elite Meetings, ESTO, DMAI, and IAGTO
Future Meetings:
• Working to bring SMU event, Diamond Premier Event, Florida
Encounter, FSAE and MPI events for 2014.
Strategies
Weddings
Market destination first, then the specific property (s)
• Focus on affordable weddings in Paradise
• Revamp weddings pages on the website
• Mini-moons and honeymoons, packages, promotions
• Wedding promotions and social media contests
• Create new wedding video for social media and website
• Deploy quarterly weddings newsletters
• Ads and promotions in weddings publications
Tradeshows & Events
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Meeting Focus Florida
Smart Event National @ PGA
Interaction 2013
HPN global
M&C Interact 2013
Premier Meetings Exchange
World Travel Market
Elite Meetings
Encounter and Site
Site Global Conference & FAM
Florida Huddle
Very Important Planner
ITB
Sales Mission
Sales Mission
West jet
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Jaguar Enthusiasts' Club
POW WOW
Annual Destination 3000 Conference
Conference Direct Annual
Capital Events Tradeshow
IMEX International
Sales Mission
Collaborate Marketplace Collinson
sales Mission
Connect Market Collinson
Incentive Works Toronto
MPI-WEC
Sales Mission Denver with media and
airline
SMU
FY 2013 Media Plan Wrap-Up
The current 2012-2013 marketing campaign has greatly
exceeded goals:
• Negotiated over $947,222 in value-added media
• Partner co-op participation nearing $100,000
• Extended advertising budget by $1,047,222
• Increased the overall campaign budget by over 34%
These efforts have contributed to another very successful
year for the destination:
• Year-to-date visitation up 4.7%
• Year-to-date direct visitor expenditures up 11%
• Tourist tax revenue up 9.5%
FY 2014 Media Objectives
Primary Media Objectives:
• Maximize message exposure among key audiences
• Employ a media mix to produce the highest possible ROI
• Increase Digital/Tablet/Mobile exposure
Secondary Objectives:
• Increase exposure for local events
• Strengthen expenditures and exposure against the Group market
• Increase visibility in the Canadian market
• Continue support of niche markets
• Golf, Dining, Weddings, Fishing and Eco-tourism
FY14 Market Segments Budget
FY14 Market Segments Budget – Group Market
FY 14
FY 11
GROUP MARKET
Paid Advertising
$133,056
Digital/Social Media
114,000
Trade Shows
157,394
Sponsorships/FAM's
115,000
Public Relations
Contracted Services
Production
TOTAL GROUP
10,000
117,800
65,000
$712,250
FY14 Marketing Segments Budget
LEISURE MARKET
Paid Advertising
$1,759,922
Digital/Social
335,000
Public Relations/Fams
308,000
Contracted Services
536,200
Trade Shows/Promotions
32,575
Marketing Grants
64,000
Production
TOTAL LEISURE
300,000
$3,335,697
FY14 Marketing Segments Budget
INTERNATIONAL
Advertising
$124,325
Digital/Social Media
10,000
Reps Service Fees
222,000
Ad Agency Services
30,000
Production
35,000
TOTAL INTERNATIONAL
$421,325
FY 2014 Media Strategies
Group Market
1. Target corporate, association and third-party planners in key
feeder markets with direct air service
2. Targeting corporate Influencers directly
3. Use integrated media (print, digital, e-Newsletters) to increase
reach, frequency and inquiry
4. Expand e-Newsletters to target specific planners and
businesses identified as “key opportunities”
5. Provide marketing support to key trade shows
6. Incorporate key trade show attendance for key personal and
partners
2014 Media Tactics
Group Market
Online/Print:
• Concentrate on major vertical online sites and pubs targeting
corporate meeting professionals
Online/Interactive:
• Video Ad Networks &Job Title Targeting to reach key meeting
professionals - hard to capture using traditional media channels
e-Newsletters:
• Add targeted planner lists to e-Scapes mailings to grow
database
• Double number of deployments
FY 2014 Media Tactics
Group Market
Trade Show/Event Marketing:
• Utilize cable television and/or direct mail in advance of specific
trade shows throughout the year.
e-Newsletters:
• Supplement Meetings eScapes mailings with highly targeted
lists to expand awareness, increase leads to continue to grow
database
• Increase the number of deployments.
2014 Media Strategies
Leisure Market
1. Target audiences that have shown best ROI & Response
2. Utilize co-op programs to strengthen message and stretch
budgets
3. Integrate video content with leisure/niche media and initiatives
4. Increase emphasis on Golf and Dining during key need periods
5. Sponsor major golf events (LPGA, Templeton Shoot-Out and
Ace Group Classic) with media buys
6. Add support to key local “foodie” events (such as Stone Crab
Festival)
7. Investigate launching a digital campaign in Miami for Art Basel in
December
8. Partner with major travel media (American Express, etc.)
FY 2014 Media Strategies
Leisure
9. Add support to key local “foodie” events (such as Stone Crab
Festival)
10. Investigate launching a digital campaign in Miami for Art
Basel in December
11. Partner with major travel media (American Express, etc.)
2014 Media Tactics
Leisure Market
1. Increase the use cable television to include both a kick-off
period and sustaining efforts in key markets
2. Increase use of Video Ad Networks (SpotXChange) and online
rich media advertising to extend campaign period, increase
frequency, drive website inquiry and strengthen ROI
3. Reduce consumer magazines to only key publications with a
proven ROI
4. Expand use of online, mobile, digital/social and partner co-op
participation
5. Utilize key vertical magazines to reach specific niche audiences
(which have produced strong ROI)
6. Take advantage of VISIT FLORIDA co-op opportunities when
appropriate
2014 Media Tactics
Leisure Market
7. Explore targeted mall and/or airport advertising to increase
visibility during key timeframes/markets
8. Use customized e-Newsletters as a primary communication
for specific targets and niche markets.
9. Promote special offers and other information from partners in
e-newsletters and in “Deals” web pages
10.Work with a high-end luxury credit cards (American Express
or Black MasterCard) to develop a direct mail program to
provide a qualified upscale list of prospects in major feeder
markets.
2014 Media Tactics
Leisure Market- International
1. Continue Tour Operator co-op initiatives in the United
Kingdom and German speaking Europe
2. Increase efforts in Canada (especially Toronto). Consider
exposure at Toronto International Airport and high-end Malls
3. Target Brazilian market for future visitation
4. Incorporate Brand USA in UK, Germany and Canada
2013-14 Co-Op Plan
Media Networks, Inc—MIXPO
2013-14 Co-Op Plan Overview
Offers over $1,050,000 in proven, successful opportunities:
• Overall program savings of 85% with exposure across
Consumer, Meeting Professionals, Dining, Eco and Bridal.
• Leverage your share of the area's $3.5 million destination
marketing budget and stretch your promotional dollars, as
well as your chance to align your promotional initiatives with
the CVB.
• The 2014 Co-Op program includes stronger digital programs
including video and tablet/mobile opportunities
FY 2014 Co-Op Plan Overview
Timing: The Co-op Campaign for the Fiscal 2014 Year will
begin November 2013 and will be an ongoing annual program.
Campaign Flexibility: Opportunities are offered throughout the
year and are designed to include different media types and
primary targets. The campaign is subject to change contingent
upon the level of partnership participation.
Limited Offer: Most programs have been expanded to include
four to seven co-op partners, however, the programs are offered
on a first-come, first-served basis. Some programs may be able
to be revamped to accommodate additional partnerships,
especially online and digital opportunities.
FY 2014 Co-Op Plan: Consumer
Naples, Marco Island & the Everglades 2013/2014 Co-Op Opportunities
Opportunity
Partner Rate
Month Offered
VISIT FLORIDA Print/Digital
VISIT FLORIDA Magazine $
1,590.00
Annual - December 2013
Conde Nast Traveler $
5,527.00
April 2014
Collinson "Spring" In-State $
3,825.00
March 2014
Collinson "Summer" In-State $
3,825.00
June 2014
Food Network Magazine $
4,170.00
May 2014
PGA Outside Eblast $
771.00
Consumer Magazines
Consumer Pre-Prints
Niche Markets - Dining
Niche Markets - Golf /Sports
November 2013, January 2014
Florida Fishing & Boating
Gary Jones
Annual 2014
Play Florida Golf /Golfing in Paradise
Gary Jones
Annual 2014
Niche Markets - ECO
Audubon
$
2,404.00
November/December 2013
Undiscovered Florida VF into National Geographic $
1,345.00
Annual - May 2014
5 mile radius $
500.00
November 29 - December 9, 2013
Art Basel
Consumer e-Scapes Packages
Buy any three months
$
1,500.00
October - September, 2014
Purchase an Annual Package
$
5,400.00
FY 2014 Co-Op Plan
Opportunity
Partner Rate
Month Offered
2014 Winter Co-Op Partnerships Offerings
Geo-targeted Fall/Winter Northern US Markets - Chicago, New York, Phildelphia
Food and Wine and Travel and Leisure $
2,700.00
1/14 - 3/23/2014
MNI - Consumer Leisure Targeted Ad Networks $
2,045.00
1/14 - 3/23/2014
SpotXChange $
1,000.00
1/14 - 3/23/2014
nytimes.com $
2,345.00
1/14 - 3/23/2014
New York Times Great Getaways E-Newsletters
$1,324 (per blast)
Various Dates, January - March 2014
5 mile radius $
500.00
1/14 - 3/23/2014
Sojern Media Platform $
2,471.00
1/14 - 3/23/2014
Orlando Sentinel "Explore Florida" $
742.00
February 2014
2014 Spring/Summer Co-Op Partnerships Offerings
Geo-targeted In-State/Domestic Spring/Summer US Markets
MNI - Florida Markets $
2,045.00
4/21 - 8/31/2014
Collinson Ad Network $
2,045.00
4/21 - 8/31/2014
5 mile radius $
500.00
4/21 - 8/31/2014
SpotXchange $
1,000.00
4/21 - 8/31/2014
Sojern Media Platform $
2,471.00
4/21 - 8/31/2014
Food and Wine and Travel and Leisure (All Florida Markets) $
2,700.00
4/21 - 8/31/2014
FY 2014 Co-Op Plan: Group
Opportunity
Partner Rate
Month Offered
Miami/Ft. Lauderdale & West Palm Beach
SunSentinel.com $
1,960.00
4/21 - 8/31/2014
OrlandoSentinel.com $
1,500.00
4/21 - 8/31/2014
OrlandoSentinel.com - Explore Florida $
742.00
Orlando
April 2014
2014 Meetings Co-Op Partnerships
GROUP MARKETS - BRIDAL/SPORTS
Brides Magazine $
4,020.00
December 2013
Bridal Guide $
1,590.00
January 2014
Destinaton Weddings & Honeymoons $
2,310.00
December 2013
Honeymoons.com $
1,590.00
Annual - 2013/14
Buy any three months $
1,500.00
5,400.00
GROUP BUSINESS (MEETINGS)
Meetings eScapes Packages
Purchase an Annual Package
$
FY 2014 Co-Op Plan
Opportunity
Partner Rate
Month Offered
Group Business - Corporate Meetings Professional
5 mile radius $
MNI - Meetings Focused
Forbes Luxury Travel Guide to Florida
500.00
$1,475 (per timeframe)
Trade Show Support - Timing TBD
January - March & April - July 2014
$
4,022.00
October 2013
Prevue $
975.00
January 2014
Meetings & Conventions Destination of the Month Eblast $
950.00
July 2014
Meetings & Conventions
$790 (per issue)
Successful Meetings, Meetings News & Incentive Eblast
$545 (per e-blast)
January 2014 & June 2014
February 2014, May 2014, June 2014
Successful Meetings $
1,080.00
December 2013
840.00
April 2014
840.00
May 2014
Group Business - Association Meetings Professional
Collinson Meetings Digital Marketing Program $
1,920.00
February - June 2014
Collaborate Meetings Magazine
$520 (cost per insertion)
4x - February - September 2014
Connect Meetings Magazine
$520 (cost per insertion)
4x - January - September 2014
Sports
Connect Sports Magazine $
600.00
March 2014
Interactive Strategy
FY 2013-2014 Interactive Strategy
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Digital Marketing
Trends
Strategies & Objectives
Websites & Landing Pages
Social Media Strategy
Digital Advertising
The Mobile Web
Digital Marketing & Trends
Digital Marketing Overview
• Connecting traditional media to digital communications, the
brand experience never has to end
• Digital communications allow marketers to collect relationships
with active consumers
• Digital communication should flow both ways
• Everything digital should be measureable
Trends
• Instagram (15 second) and Vine (6 second) Video
• Promoted Posts in Facebook and Twitter
• Embedded posts (Facebook and Twitter)
• Responsive Web Design
• Geo location or location-based marketing
Digital Media Strategies
Objectives
• Increase consumer conversions from social channels and
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digital advertising to paradisecoast.com
Increase social media engagement across all platforms
Optimize cross-channel customer experiences
Increase brand awareness
Increase focus on additional social networks to capitalize on
current social trends
Improve email marketing strategy to increase open rates
and conversions
Optimize web experience to convert users to book hotel
rooms
Capitalize on new responsive site by using mobile geo
location advertising
Websites & Landing Pages
• Total redesign of websites using responsive design
techniques for all size platforms
• Standardize branding and messaging across all web platforms
• Create promotional landing pages to optimize time on site and
direct viewer to booking mode
• Encourage CVB partners to update web listings, post new
content, upload photos and video
• Optimizing all websites for SEO
• Continue to measure and analyze via Google Analytics and
heat mapping measuring tools and modify to optimize user
experience
Social Media Strategy
• Generate a competitive analysis report
• Continue to increase engagement in all social media
channels
• Connect with partners to increase social media outreach and
shared content
• Broadcast deals and campaign messaging via social media
channels
• Work with the CVB’s Digital Coordinator to maintain
Facebook messaging and support current campaigns
• Utilize new campaign photography and video content in all
social media channels
• Explore Facebook contest to engage fans and convert them
to the website and email signups by enticing them with a
prize
• New networks have gained massive market appeal and
should be added to the current social media strategy:
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Pinterest
Instagram - photos/video content
Google +
Compile monthly reports with detailed social media measurements and
analysis
Digital Advertising- New Initiatives
• Drive traffic to specific landing pages, optimized for click,
email signup, or share.
• Retargeting programs to bring visitors back to the CVB
website
• More videos and mobile marketing.
• Enhanced Facebook advertising and Twitter’s “Sponsored
Tweets”
• Use Geo-fencing technology
• E-Publication Advertising opportunities with advertorial and
video content. (Orlando Sentinel, Bon Appetit, Southern
Living and Visit Florida)
New Mobile Initiatives
• Maximize information content with responsive design
• Work with mobile platforms (SDKs and APIs) to develop a
rich experience for mobile users in our target markets.
• Photo applications (Instagram,)
• Check-in applications (Foursquare, Facebook Places)
• Video applications (YouTube, self-hosted video)
• New Integrations:
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Custom albums with sharing ability
Online culinary tours with video content
Geo location guided map tours
Instagram tagging with our geological area
Augmented reality
2013-2014 Brand Strategy
Marketing Objectives
• Build brand and destination
awareness
• Increase occupancy and
ADR
• Define our upscale, luxury
brand and separate
ourselves from the
competition
• Finalize logo refresh and
implement across all
platforms
Key Messages
• Paradise Refined and
Redefined
• Florida’s Paradise Coast
2013-2014 Creative Strategy
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Let our customers define their paradise
Move from a traditional monologue to dialogue with customers
Replace headlines with storylines
Create 360-degree trans-media storytelling
Provide engaging content across social media platforms and
Internet
• Continue to create new video content for visual storytelling –12
times more likely to be shared
2013-2014 Creative Initiatives
• All creative initiatives will follow the new positioning of Paradise
Refined and Redefined
• Feature the new branding campaign’s design and photography,
inviting prospects to come find their paradise on Florida’s Paradise
Coast.
“Fall For Fun” - Stone Crab Festival
Encourage visitation from the Florida markets during the fall
shoulder season with engaging creative:
• Launching with an online campaign for the Stone Crab Festival
• Hotel deals and other dining specials will be collected and placed
on Fall For Fun landing page that will incentivize visitation during
the event and throughout the fall season.
Fall Campaign- Golf Tournament Promotions
• LPGA CME Group Titleholders in November
• PGA Franklin Templeton Shootout in December
• PGA ACE Group Classic in February
Goal: Reach golf enthusiasts from Florida, New York and Chicago
Media: Fall shoulder and winter season
Multimedia campaigns in TV and digital
New geo-fencing within a five-mile radius of other PGA events
VISIT FLORIDA’S tablet banner ad network for golf vacations.
Social Media Contests
Art Basel – Miami
• Reach 200,000 high-end and international prospects that attend
this art show in early December in Miami.
• Mobile market with geo-fencing, online videos to show close
proximity & amenities of Florida’s Paradise Coast art and
culture, secluded beaches, upscale shopping and dining and
world-class resorts – a perfect match for this set of travelers.
Winter Campaign- January-March
• Reach traditional northern markets (NYC, Boston, Chicago and Toronto)
• Add new markets of Quebec, Philadelphia and Cleveland
• Heavy up schedule during the coldest winter months with the promise of a
warm, sunny getaway to Florida’s Paradise Coast.
• New mobile opportunities such as geo-fencing,
• Unique out-of-home in transit, airports, malls and theaters.
Spring/Summer Campaign: April - September
• Target Florida markets with multimedia campaign, leveraging new mobile
opportunities and unique out-of-home applications.
• Encourage Floridians (with a focus on families) to plan their summer
vacation on Florida’s Paradise Coast, communicating the close proximity
• Highlighting experiences that other Florida destinations can’t offer
• One-of-a-kind dining, secluded beaches, sunset experiences, superior
boating and fishing, upscale shopping, world-class resorts, unforgettable
family activities and great golf at lower off-season rates.
Meetings/Weddings/SportsYear-round
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Target corporate planners,
association planners and
incentive planners year-round
Highlight the outstanding
meeting offerings on Florida’s
Paradise Coast in print and
digital mediums.
New mobile opportunities will
be leveraged, including geofencing around large trade
shows.
E-mail marketing campaign for
meetings will be enhanced to
target corporate influencers.
Wedding and sports prospects
will be reached in social and
digital media, and some print
FY14 European Marketing Budget
FY14 European Marketing Budget
EUROPEAN MARKETING
FY 14
DiaMonde Marketing, Germany
Service Fee
Travel
$102,000
$0
Marketing ,Social Media Promotions
$10,775
Tour Op. Co-Ops & education
$72,606
PR and Media Events
$3,082
Registrations
$6,789
Membership Dues
$2,318
Promo Items
$2,430
DiaMonde Total
$200,000
European 2013-2014 Marketing Plan
Germany, Switzerland, France, Belgium
FY 2013-2014 Marketing Plan – Diamonde
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Current Market Intelligence
Objectives
Strategies
Communications & Public Relations
Social Media
Promotions
Advertising
International Marketing Plan
FY 2013-2014 International Marketing Plan
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•
•
•
•
Representation Services
Public Relations
Social Media Marketing
Travel Trade & Consumer Activities
Outlook for Future Activities
Representation Services
DiaMonde will represent the Naples CVB for various segments (B2B and
B2C) through a selection of activities to include:
Sales
• Sales efforts will be undertaken to tour operators, travel agencies and
direct consumers in the 3 DACH countries and to only tour operators in
the Benelux.
Public Relations
• Public Relations efforts will be undertaken reactively upon request in
cooperation with an outside freelance agent.
Trade Shows
• A selection of Trade Shows (both B2B and B2C) will be undertaken in
the 3 DACH countries, in the Netherlands and the USA.
Travel Industry Training
• Travel Industry Trainings will be held annually at all mainstream and
specialist tour operators for their call center agents and product
management members.
Promotions
• Joint promotional and marketing programs will be negotiated and
implemented for both, B2B and B2C segments, partly in cooperation
with selected tour operators.
Public Relations
Public Relations will be serviced on a reactive basis, whereby
DiaMonde will attend USA/FL specific PR functions during
trade shows (ITB) and also dedicated USA PR events
(organized through Visit USA committees).
DiaMonde will execute follow up with the journalists for these
events and act as a liaison between the CVB’s PR department
and the journalists for any queries.
For all intense PR efforts, DiaMonde will appoint a freelance
PR agent who will assist with Press Release distribution twice
a year and other ad-hoc requests which require an extensive
PR database and intense knowledge of this segment.
Social Media Marketing
• DiaMonde will maintain the German-speaking CVB facebook
page (which we established in 2011) and continue growth of
fans
• The current number of fans (on July 4, 2013) is 5,533
• We estimate that with the envisioned marketing activities this number will
reach at least 7,000 fans within the next 12 months.
• Social media is one of the most important communication tools
in reaching the B2C segment and our efforts have shown very
satisfactory results so far
• In order to further give impulses for additional fans, dedicated
facebook marketing campaigns will be mapped out and
executed. These will include facebook advertising as well as
dedicated campaigns for the CVB with tour operators who have
strong social media marketing plans
• For the B2B segment, DiaMonde has linked its own facebook
page (dedicated to the travel industry) with the Naples CVB
German facebook page and fed news and information to travel
agents via the company’s social media efforts.
• Twitter is a neglectable social media in the German-speaking
countries.
• DiaMonde will plan, negotiate, secure and execute various
activities to reach out to the travel trade community in the
DACH markets and the Benelux
• The goal of all activities is to educate the agents on the
Naples CVB offerings, its USPs, open distribution
channels and promote and market the area while always
maintaining a very conservative approach to expenditures
leading us to try and secure all paid activities at reduced
costs or with additional exposure.
• Consumer activities will mainly include attendance at travel
shows, communication through social media and dedicated
newsletters as well as fulfillment.
Trade & Consumer Shows
DiaMonde will personally attend the following shows on the
Naples CVB behalf (in order of date by calendar year):
• CMT Stuttgart, Germany (full nine-day attendance at Visit USA
Stand – B2C only).
• f.r.e.e. Munich, Germany (full five-day attendance at Visit USA
Stand – B2C only).
• ITB Berlin, Germany (full five-day attendance at Visit Florida Stand,
B2B for three days and B2C for two days, includes full coordination
of appointments).
• Pow Wow, Chicago, USA (full five day attendance at own Naples
CVB stand, B2B only, includes full coordination of appointments for
DACH and Benelux).
• DiaMonde will arrange for brochure distribution at the following B2C
shows (in order of date by calendar year):
• Vakantiebeurs Utrecht, Holland
• Reisen Hamburg, Germany
• TC International Leipzig, Germany
• Vienna, Linz, Velden, Austria
Trade & Consumer Communication
Trade
• DiaMonde will liaise with the travel trade through regular e-newsletter
distribution to a database of 3,000 trade contacts in the Germanspeaking markets - Distribution will be every two months
• The e-newsletter is designed and branded in the CVB’s corporate
identity and will cover educative topics as well as tourism news. This
communication is handled via our own software without incorporating
any additional cost, besides the web-design.
Consumer
• DiaMonde is currently collecting a consumer database with email
addresses (from sign-ups on the German website) and once this
database is strong enough, will prepare and email quarterly
newsletters to this consumer database.
•
In addition, DiaMonde has budgeted for broader email marketing
campaigns executed by Supercomm twice. Their distribution reaches
250,000 registered consumers interested in travel in the DACH
market. The topic for the mailings will be decided in cooperation with
the CVB and will include a response element.
Familiarization Trips
• DiaMonde will secure at least one dedicated overnight FAM
trip to the Naples CVB area, to include negotiation of
complimentary airline seats, negotiation of complimentary
overnights and coordination of an itinerary along with the
team at the Naples CVB. The selection of attendees will be
handled jointly with the involved partners (airline or tour
operator).
• Alternatively, DiaMonde will secure at least one additional
FAM trip to the Naples CVB area, which may be in
cooperation with another non-competing CVB (i.e. Florida
Keys or Miami/Fort Lauderdale).
• Where possible and appropriate, the dedicated account
manager will accompany all fam trips to the Naples CVB
area to strengthen the liaison with the attendees and act as
a German-speaking guide for the area.
Travel Industry Training
•
DiaMonde will secure call center agent and product management
member training at all mainstream tour operators at least every other
year, to include TUI, DERTOUR & Meier’s Weltreisen, Thomas Cook,
FTI, Kuoni Switzerland, Flextravel Switzerland, Hotelplan Switzerland.
•
In addition DiaMonde will secure ad-hoc trainings at the USA specialist
agencies, to include Canusa (10 agencies in Germany), Explorer
Fernreisen (10 agencies in Germany), America Unlimited, Knecht
Reisen Switzerland.
•
Furthermore, DiaMonde will attend dedicated USA workshops
organized by the Visit USA committee and Visit Florida in all three
DACH countries.
•
During regular sales visits and dinner events to/for top producing long
haul travel agencies, the Naples CVB will be presented along with
other partners in the DiaMonde portfolio (of which none competes with
the Naples CVB).
Advertising
DiaMonde will negotiate and secure dedicated advertising
opportunities through tour operators (B2C) in travel or lifestyle
magazines and supervise the ad layout, content and print
documentation in close cooperation with Paradise Advertising.
Fulfillment
DiaMonde will handle all B2B and B2C fulfillment, also resulting
from the website inquiries, from our office in Stuttgart at no
additional cost.
Lead Management
DiaMonde will source business leads for the Naples CVB on a
proactive basis and present any relevant requests with potential
to the Executive Director.
Public Relations (trade)
DiaMonde will maintain a working relationship with the travel
trade press, to include fvw, travel talk, travel inside (CH) and
their relevant newsletter publications.
Liaison with Industry Partners
DiaMonde will maintain strong relationships with all relevant
industry partners, to include (but not solely) Visit USA
committees in all DACH countries and Benelux, Visit Florida
Germany, airlines, press offices and other non-competing
Florida CVB offices.
Database
DiaMonde will supply a complete database of all contacts in the
assigned markets to include dates of contact, type of contact,
grade of importance and full contact details with personal email
addresses for all B2B contacts.
For all B2C contacts , DiaMonde will provide an ongoing
database of direct consumer inquiries and how these were
generated (as part of the main database which is sent on a
quarterly basis).
Outlook on Future Activities
The focus for the representation period FY 2013-14 will be to
market the Naples CVB with an accomplished combination of
B2C and B2B activities. Both segments will be targeted through
the traditional channels as well as online. DiaMonde shall of
course maintain the same level of involvement in all segments as
outlined above, however concentrate on developing the following
activities further:
A. Focusing on the promotion of South Florida as a
stand-alone destination (DiaMonde “invented” this
approach in 2011 and was able to convince various CVB and
hotel partners to support the campaign, such as MIA, FLL,
FL Keys and selected MIA hotels). This is needed to
differentiate the “nature” approach of South Florida from the
typical Orlando experience in Northern Florida. The German
traveler has been identified to be longing for the nature
experience and this approach has received many accolades
so far.
B. Further strengthening the connection to Visit
Florida with joint promotions, marketing activities and
travel agent events to be part of the team as well as push
and share the common strength of Visit Florida and the
other CVBs. Further, the joint efforts with Visit Florida
enable us to take part in additional activities without
shorten our individual marketing efforts with CVBs and
tour operators.
C. Seeking a stronger presence in Switzerland through
joint marketing efforts with tour operators and
continuous partnership with Visit USA Switzerland. The
Swiss Franc has been a very stable and reliable currency
and the country’s economic situation looks very
promising. Further, the Swiss market is very responsive to
the “nature themed” approach to a destination and thus
perfectly fits into the South Florida idea as well. As we
have successfully established a strong presence of the
CVB in Germany, we will now set a stronger focus on
Switzerland than we had in the past.
D. On the basis of the continuous difficult economic situation
in the Netherlands, no specific marketing activities are
planned. Yet, to keep our presence in the market, the time
and resources will be spent for detailed training of call
center reservation agents and product management
members of all relevant tour operators including TUI
Netherlands, Kuoni Netherlands, OAD Reizen, American
Vacations, De Jong Intra Vakanties, Exit Reizen BV, FOX
Vakanties, International Travel Group, Jan Doets, Net Travel
Associates, and Travel Trend.
E. Expanding activities to generate additional facebook
fans for the German page, partly in cooperation with social
media affine tour operators, with the goal to further increase
the number of followers and thus increase consumer
awareness.
F. Online marketing activities: strong focus on consumer
marketing to further grow the consumer database and
directly influence consumers in their decision making
process for vacation selection. Strong and continuous
e-communication to support any of these activities.
G. Continuous improvement of the German Paradise Coast
website to increase user friendliness and further deliver a
B2C platform. We anticipate the translation of more
written information on the website as well as translation
of destination image short clips. The introduction of the
online booking tool on the website supports this intention
H. After integration of a booking tool on the German
Paradise Coast website, we plan more than ever to
increase our online marketing efforts. Since opening the
OTA channel right at our website, we will push this tool with
accompanying marketing activities.
FY14 UK Marketing Budget
FY14 UK Marketing Budget
UK MARKETING
FY 14
OMMAC- UK
Service Fees
Travel/Trade Shows
Registration Fees
Training & Fams
Sponsorships
PR/Promotions
Memberships
$120,000
$22,161
$0
$8,295
$0
$31,393
$3,050
Office Expenses/Fulfill
$15,101
OMMAC SUB TOTAL
$200,000
UK/Ireland 2013-2014 Marketing Plan
UK Ireland FY 2013-2014 Marketing PlanOMMAC, Ltd
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Objectives
Strategies
Social Media
Promotions
Advertising
The UK
• The British Chambers of Commerce is the latest body to
upgrade its forecasts for the UK’s gross GDP and predicts
growth of 1.3% this year, up from a previous forecast of
0.9%, and 2.2% in 2014, up from 1.9% - External factors,
such as the eurozone, Middle East, and the Chinese
economy, could effect these predictions
• A survey has revealed British travellers are ‘risk averse’ when
booking their summer holidays. The Last Minute.com poll
revealed that 63% returned to a place they had visited
previously, while 28% plan to go to the same destination
this year as last. It also found that 11% go as far as booking
the same hotel or undertaking exactly the same activities
EVERY year
• When asked why they returned to the same place, 26%
admitted they were anxious that they might not like a new
destination. Twice as many men are likely to go to the same
destination every year compared with women and men are
also less adventurous when it comes to booking holiday
itineraries.
The UK
• Research for the US Office of travel & Tourism Industries
indicate the following:
• US Leisure travel estimated at almost 20 million travelers in
2012, increased six percent from 2011, setting a record.
Florida & Hawaii witnessed record increases, while New
York and California experienced significant declines in
leisure travelers
• In the UK’s coldest March since 1910, Thomson has
seen a 60% year-on-year increase in online searches. It
was reported that millions were planning to escape the
snow and freezing temperatures in Britain by taking an
Easter break in the sunshine - travel agents recorded
bookings up 50% on the previous year. Thomson and
First Choice claim the dire British weather has
prompted the highest number of Easter bookings for 10
years.
Objectives
• The core objective of the Naples, Marco Island & Everglades UK &
Ireland office is to drive immediate business and new bookings to
Paradise Coast to increase market share and to grow the number of
visitor arrivals, as well as length of stay, to the region.
• The UK & Ireland office serves as an extension of the CVB team working
towards the same goals, providing seamless integration and dedicated
expertise in the UK, Irish and French markets.
• We are achieving high success rates in the UK and European markets over
the past few years. Having grown the number of visitors to the region, as
well as the length of stay, we will continue to work towards growing
incremental business in line with our three year plans.
Objectives
• Our strategic marketing plan is formulated to achieve the global objectives
of the CVB and ensures that we implement an integrated campaign
encompassing trade activity to increase awareness and the distribution of
product.
• We aim to increase the activity with PR, coop marketing, promotions and
social media to reach our target consumer audience. All activity we embark
on will be done on a co-op basis, working with our tour operator, airline and
industry partners to make the marketing dollars go further and to reach all
consumer distribution channels with a clear call to action.
• Our partners include: industry partners in Paradise Coast, Visit Florida,
Brand USA & other regional Florida areas, tour operators, online /offline
agents, airlines, car rental and other related companies.
Reaching Target Markets
Our research has indicated that the target market from the UK &
Ireland is the repeat visitor to Florida & the USA. Almost all UK &
Ireland visitors to our region have experienced at least one previous
visit to Florida/USA via the major gateway locations of Orlando or
Miami & Tampa to a lesser extent as most visitors to Tampa are to
the central Florida region. While targeting the repeat visitor we aim to
reach the main focus groups:
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•
•
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Family Market (main Florida market & activity)
Weddings / Honeymooners market (growth area & romantic)
Golf market (growth area & affluent)
Retired market/ “Baby Boomers” (increasing numbers of 45 – 65
year-old time-rich/travel hungry)
• Luxury Market (High net worth individuals – empty nesters or
young professionals)
This research and segmentation is backed up by data we have gained from Deloitte
Consulting’s major report “Hospitality 2015” which examines trends in travel, tourism and
hospitality. This research also helps shape the context and content of both our strategic
and tactical market interventions.
One such example is:
“Understand different generational needs and values. The boomers are a key segment
and should be targeted with experiential life-enhancing products, designed to appeal to
their “forever-young” attitudes” The luxury and the over-50s markets face the biggest
potential growth in the UK travel industry, the maturation of baby boomers will
present a group of travellers expecting quality and something different. As life
expectancy continues to grow there are longer terms of retirement.”
Additionally research from Mintel indicates that for the honeymooner the recession has
not dampened enthusiasm for overseas weddings & consumer attitudes suggest a bright
future.
•
The number of weddings abroad has continued to grow even as weddings in
the UK have fallen, with over 21% of all weddings now estimated to take place
abroad.
•
The value of the market has increased alongside volume – estimates are that it will
have reached £394 million by the end of 2011, with average expenditure at £7,290.
That figure represents approximately one-third the cost of the average UK wedding.
We reach our target market by meeting the following objectives:
• Establish Naples Marco Island & Everglades as a must-visit destination
for the UK & Ireland market focusing on our core target market
• Identify & exploit all available sales & market share growth opportunities
with selected wholesale tour operator partners both online and offline
with retail travel agents & online travel agents (OTA) via our wholesale
tour operator partners both online and offline
with consumers via our wholesale tour operator partners using a totally
integrated approach
• Undertake high level business development meetings to win approval for
increased online and offline sales via a major marketing campaign with
selected tour operators focused on driving business to our area
• Gain higher profile of our area within the current tour operator brochures
& increase room nights to current hotel & accommodations featured
• Undertake pro-active PR activity in order to maximise awareness of the
destination e.g.: On going communications & assistance with the media;
attending media events, including V. USA & V. Florida events.
KEY Main Events:
• WTM – all key travel industry selling Visit Florida/USA
attend
• Focused Research on the UK consumer & trade
• IAGTO North American Travel Convention – following on
from the outstanding success of host destination in 2013 –
we aim to generate ongoing presence
• Social Media / Travel Agents Training
Strategies
Brand Awareness
• We aim to capitalize on existing consumer & trade brand
equity built by OMMAC in recent years by maintaining &
growing existing relations while implementing new &
expanded activities via key strategies
• Our initiative to reach consumers by way of promotions will
allow us to match our target sectors in innovative and
revenue generating ways. We have already devised a set of
consumer promotions based on research that has identified
UK consumer brands that match the brand values of the
Paradise Coast.
Increase average length of stay & repeat visitation
• Through clearly defined and implemented strategies to date
we will continue to achieved this with a number of tour
operator partners and will proactively target further growth
through expansion of the strategies outlined within this
document .
Strategies
Grow CVB industry partners listed in tour operator
brochures & on line programmes
• We continually work on growing our partners to be listed with
a number of tour operators & seek to match the correct
customer base
• We have & will continue to include many hotels not currently
strong performers in market to be included in tour operator
fam site itineraries – to introduce properties & encourage
their inclusion
• Target other US specialist/niche market operators currently
not featuring Paradise Coast, with the aim to encourage
inclusion of new properties within their programmes
• Work closely with the receptive operators & ensure the
industry partners/properties have the correct contacts for
follow up, a good example is during Pow Wow when we are
able to have face-to-face meetings with the product
managers.
Strategies
Product Development, Increase product awareness and
distribution
• Work with range of major events promoting product/brand
awareness, increasing visitor numbers and length of stay
• Comprehensive knowledge of suppliers and distribution
networks we can then:
• Focus on high producing operators into the destination – see below
Elegant Resorts success.
• Target specialist operators with specific product
• Advise on all marketing and selling of the destination and County owned
facilities
• Demonstrated lead generation and converted those leads into increased
sales for example co-op activity with Golf Kings at trade & consumer
show in Scotland – following fam trip from their Sales Manager – see
example attached of tactical offer flyer & consumer promotion.
Strategies
Product FAMs
• As mentioned, hosting FAM trips for product managers who
are responsible for product decisions in tour operator
programmes is key to developing their programs
• Product FAMs are a key area of partnership with airlines as
we can work closely with them to support their goals and
strategies as well as our own
• Utilise trade events e.g. Florida Huddle - provides an ideal
time to host product managers where budget for ad hoc trips
is limited as the key people are already in the USA
• Support and facilitate all qualified leads for non-escorted tour
operator & airline organised FAMs. These additional FAM
opportunities are invaluable as they enable us to vastly
extend the reach of our overall program.
• We achieved successful results with high end tour operator:
Elegant Resorts – expanding their USA program & will be
including extended produce within Naples & Marco Island.
Strategies
Regular sales calls
• Face to face meetings in market, in a heavily relationship-led
industry, are key to maintaining and developing business.
Trade resource development
• Maintain up to date resources for the trade including
powerful & inspiring imagery, video assets, itineraries and
maps.
• Imagery can be used to create consistency of message and
tone among tour operators’ representation of a destination.
Ideally, their delivery and presentation of a destination
should be the same as ours.
Brochure Analysis
• Produce an in-depth analysis brochure product in the UK
and Irish markets. This provides a tool for measuring product
successes and areas for improvement, as well as trends and
competitor analysis
Strategies
Brand USA Destination Advisory Forum
• Participate with this new forum, advisory information share &
position Paradise Coast as a leader in the Florida/USA market
Strong presence in the marketplace
• Work with our key partners on co-op opportunities to drive sales and
create more awareness of the destination in a competitive
marketplace. All our activity is co-shared, mostly on 50/50 funded
with defined deliverables from the start based on mutual
objectives.
• Trade advertising, within trade press publications, is another way for
us to keep our partners’ product front and centre in agents’ minds. It
provides an effective vehicle for communicating a message to the
wider trade to promote key activity.
• All advertising undertaken within trade press publications is on a coop basis & strategy-based, whether to support a wider brand
campaign, promote a particular product message, inform the
industry of an activity, or support a trade marketing co-op where the
tour operator partner provide the call to action. See above successful co-op with North America Travel Services highlighting an
agents booking incentive.
Strategies
Trade Co-op marketing
• Implement & execute a comprehensive trade co-op program
with key travel partners..
• Invite numerous trade partners to pitch various co-op
marketing programs and work closely with clients to
evaluate these proposals and move forward with the
campaigns that offer the greatest reach to our target
demographics and the best ROI.
• All media suggested by tour operators is evaluated and
approved by the CVB & the advertising team.
• Trade co-ops are always negotiated for a minimum of 50/50
funding match and include a mix of direct consumer, trade
and online activity
Strategies
Trade Shows
• Attend World Travel Market (WTM) on behalf of Paradise
Coast. Manage all show-related appointments, logistics, and
management of delegates.
• Attend International Pow Wow meet and network with the
UK /Irish/ French & Scandinavian delegation.
• Attend IAGTO, request appointments, manage meetings,
organize incentives and coordinate with industry partners
where possible
• Evaluate all trade show opportunities on a case by case
basis according to budget and scope and keep clients
informed of any relevant opportunities
Strategies
Sales Calls and Training
• Utilize our strong links with all the major UK & Irish tour
operators to Florida & USA to initiate productive sales calls,
help to grow the product representation & provide
comprehensive, informative and attention-grabbing staff
training
• On going update of database of travel agents and travel and
tourism professionals from all sectors of the industry. A key
way to stay connected to this extensive network is to send a
quarterly e-newsletter on key product news and events, as
well as any update on strategy and new resources
• Undertake an extensive brochure analysis to determine how
Naples, Marco Island, Everglades is currently being
represented across tour operator Florida/USA programs.
The brochure is still very much a key piece for most tour
operators, being an important research and booking tool for
the UK & Irish consumers.
Strategies
Online Training
The Brand USA Discovery Program: Incorporate Naples,
Marco Island, Everglades.
• As Brand USA continues to drive consumer awareness through
engaging consumer TV, Outdoor and digital advertising
campaigns plus media partnerships with the Independent,
Guardian, ESPN and more, their counter aim is to empower the
trade with the knowledge and skills needed to convert the
resulting increased consumer interest in the USA by selling it
more effectively. Maintain & development of this pioneering
online training tool for agents to ensure it exceeds this goal.
• Through media relations we can build brand reputation for
Paradise Coast in all target media areas. Our written and
verbal communication will capture the spirit of the destination
and ensure that the Paradise Coast holiday product is not
only noticed and heard, but discussed, experienced, shared
and ultimately visited.
• The Paradise Coast key assets include, but are not limited
to, incredible and unspoiled white sand beaches, nature
preserves and private parks including the Everglades
National Park and Big Cypress National Preserve, natural
scenic beauty, shopping, a water world above and below the
waves, golf, family attractions, incredible seafood and more.
These factors will become central to all our activity providing
us with story angles and reasons to visit.
• National press, trade publications, broadcast media, lifestyle,
cultural and consumer, key regional newspapers and online
and social will all be part of our media targeting ensuring we
are communicating the right messages to the right target
groups. We know that the luxury segment is resilient and
differentiates Paradise Coast from the rest of the Florida, so
high end publications will be a key target for us.
Key objectives
• To generate exposure of Paradise Coast in the right target
media – online, print and broadcast
• To increase awareness of and engagement with the Paradise
Coast region
• To increase visitation and length of stay to Naples, Marco
Island, Everglades.
Strategy
• Our PR activity would explore all media channels including:
– An innovative news generation and press release programme, to ensure a
steady stream of angles to the best media
– An active media relations campaign, securing maximum coverage for
Paradise Coast within round up features, travel news updates, photo
stories
– Media meetings, to build relationships with key media and educate them
on the Paradise Coast offering
– An active trade media campaign, to educate and inspire agents and tour
operators
Strategy
• A visiting journalist program, including individual visits and
potentially a group trip
• Arrange interviews when appropriate e.g. at WTM
• Create a quarterly newsletter to keep the tour operators/
associations and airlines informed about any new developments.
This can also be tailored to send out to consumers and media.
• Update the live database of all relevant contacts within the travel
industry and media
• As a matter of course, we ensure;
• proactive interaction with all relevant media
• dissemination of tailored press information
• online press office monitoring
• monitoring of trade features
• sell-in exclusives/angles on new initiatives
• raise share of voice in round-ups/features
• meet and build strong relationships with top media
• Trade specific PR
Consumer and media trends
• Be aware of consumer behaviour and media trends that
have been identified for 2013/14 so that we can ensure we
are targeting areas that are front of mind with media, of
relevance to consumers and are potential areas of growth
within the UK and Irish markets.
• As a summary these include:
•
•
•
•
•
•
•
Value for money
Adventure Tourism
Off-Season Travel
Multi-generational travel
Sports Tourism
Voluntourism/learn a skill
Luxury travel
Social Media
Social media is already part of our overall marketing strategy
and we use this as an additional tool to reach trade &
consumers together with traditional above & below the line
campaigns.
Our aim with social media is to choose the correct social
media interface for the specific messages and the target
audience, for example to dispel the recent bad weather
forecast in our area at the end of June – we linked the photo
from the PR department of the beach/sunshine and responded
to the likes.
We will continue to create competitions in order to engage
with our target consumers both trace & consumer.
Social Media
The Objectives:
• Create relevant, timely and engaging content
• Use inspiring imagery and video to reach a wide audience and create
affiliation with our region
• Grow the number of fans and people interacting with Paradise Coast
through social media
• Share partner content and interact with industry partners to create
conversation and give wider reach to our messages.
• To add information to the Paradise Coast Twitter accounts on a weekly
basis, increasing if more news if available and find and retweet items of
interest or value in the general feed, reply to tweets with full responses
and engage new people to follow back and spend time in polite two-way
chit chat. To always use the hashtag #florida so that anybody searching
Florida can find Paradise Coast.
• To add information to the Paradise Coast Facebook page weekly; we
would post any releases on this page using some of the images from
the online image bank to drive traffic to paradisecoast.co.uk and check
in on birthdays on the home page, respond to any comments on the
wall, post a status message, something engaging or interesting,
comment on at least a few people’s status messages or updates, share
interesting updates, leave new comments on other group or fan pages.
Social Media
The Strategy:
• In order to direct our efforts appropriately rather than diluting
them across many channels, our focus this year will be on
both Facebook and Twitter – two of the key channels with
large user numbers in the UK/Irish markets. We will engage
with our audiences as frequently as possible throughout the
week – aiming for a post every other day to keep audiences
interested.
• The number of our UK Facebook fans is small at the
moment. We plan to launch a series of Facebook adverts in
order to grow the fan level to a critical mass. Once we have
reached a reasonable number of fans on the page we plan
to launch a competition in cooperation with our industry
partners to encourage more people to follow Paradise Coast
and generate interaction and engagement. It could be a
stipulation of the competition that the winner agrees to allow
us to use some of the photos they take on their trip or write a
blog about their time, or similar.
Promotions
• Target the appropriate partners to fit with the exact audience
profile for generating increased business & visitation.
• Create platform of far reaching consumer and trade
promotions.
• This activity is totally integrated into the total marketing mix
across by adding value to adverting, PR, trade incentives
etc.
• Trade promotion are on-going from small booking incentives
with tour operator partners /OTAs to larger special interest
promotions.
• Investigate competition opportunities with media partners
such as Times+
Advertising
• Work closely & successfully with the CVB, industry partners
and the CVB’s advertising agency to implement an in
country co-op campaign with tour operator partners as the
call-to-action. This call- to-action allows consumer and
trade to ‘make the booking’ as they can receive lead price
points & availability, we are then able to follow up with
destination literature
• This is one of the key factors in generating increased
booking and extending average length of stay into Collier
County.
• Leverage relationships with all key suppliers in market, tour
operators/ OTAs/ airlines/ agents & associations like Visit
Florida & Brand USA.
• Brand USA - co-op partnership branding of the Brand USA
logo - calculated as in-kind contribution for the CVB. Brand
USA will allocate contribution to the partner for future co-op
activity for our destination.
Brazil 2013-2014 Marketing Plan
Brazil in co-op with Palm Beach CVB AVIAREPS
• Trade Shows
• Tour Operator and Travel Agent Training
• Journalist recruiting and fam visits
Sports Marketing Plan
FY 2013-2014 Sports Marketing Plan
• Goals
• Objectives
• Strategies
Goals
• Continue to promote Collier County as a destination of
choice for sports events, training and sports related group
meeting events.
• Maximize the use of North Collier Regional Park and all
other sports venues within Collier County
• Promote our other sports venues such as our area beaches
to event promoters and rights holders to utilize our many
team sports venues.
• Create new sports marketing materials for use in local,
regional and national media to feature the Naples, Marco
Island, and Everglades area and our many participant and
spectator friendly amenities.
• Continue to educate Collier County residents and local
businesses about the Sports Council of Collier County and
how we can be of assistance to them
Sports Marketing Plan- FY 2013-14
Goals
• Focus on attracting new sports events during the “shoulder”
and summer seasons and continue to build current events to
be larger and even more successful
• Work closely with the CVB Public Relations and Sales &
Marketing managers in attracting and promoting sports
related annual meetings and events and to publicize our
current events
• Educate County staff, and the community on the impact the
Sports Council has and the growth that has been
experienced since the start of the program in 2006
• Work closely with County Parks and Recreation and its staff
in planning and executing high impact and well thought out
events that reflect positively on our destination and facilities.
Objectives
• Coordinate and attend monthly meetings of the Sports Council of
Collier County
• Assist in growing Sports Council membership and work closely
with the Sports Council Board of Directors to coordinate and
attract events to our area
• Identify events that fit well with our facilities, and that occur
during the “shoulder” and summer season and show continued
positive growth when compared to previous years
• Assist in expanding “Corporate Sponsor” memberships and
benefits for the Sports Council
• Develop new incentives for sponsors to become long term
partners
• Educate area hotels to promote the "big picture" of sports tourism
and encourage non-involved properties to agree to host event
participants in the future
• Continue to work closely with Parks and Recreation athletic staff
in tournament development, implementation
• Recognize and reward the sports facility staff for their
commitment and dedication to our events on a quarterly basis by
utilizing corporate sponsors of the organization
Objectives
• Continue to enhance the Sports Council Web site
(www.athletesinparadise.com to make it more user-friendly, and
easier to navigate
• Strengthen our working partnership with the Lee County Sports
Authority and other regional sports organizations to work together to
attract and run larger events, share trade show floor space
• Retain existing sports events by encouraging them to come back to
our facilities with the focus on the summer and “shoulder” seasons
• Attract at least three major sports and/or athletic events to our area
for the year 2013-14. Focus on events such as fishing tournaments,
wakeboard/waterskiing, lacrosse, beach and outdoor field volleyball
tournaments, beach tennis, motorboat racing, flag football, etc.
• Focus on forming stronger relationships with local sports groups and
promoters to assist with current events
• Track the economic impact to the local economy of all the sports
events attracted and operated by the Sports Council and its
members. Provide month-to-month and year on year comparison
statistics to the TDC and media on hotel bookings, economic impact
and return on investment from sports events
• Assist in recruiting at least two new hotels, and five corporate
partners to Sports Council membership.
Strategies
• Attend sports related conference such as TEAMS and the
NASC Symposium in April 2012. Attend at least on NASC Small
to Mid-Market Regional meeting in September and attend
Florida Sports Foundation Annual Membership Meeting.
• Plan and assist in creating advertising and public relations
campaigns that target event promoters and event rights holders
in sports events that our County facilities can handle.
• Develop more “home grown” sports events by working closely
with local promoters and organizations by meeting with them on
a regular basis; outreach to local groups to help them become
involved in the Sports Council;
• Continue working with the Sports Management Department of
Florida Gulf Coast University (and interested students from
other universities) to attract additional student interns and
volunteers every semester of the school year.
• Frequently update Sports Council social media pages and our
website to reflect new events and other sports related activity.
FY14 Film Office Budget
FY14 Film Office Budget
FILM OFFICE BUDGET
FY 14
FUND 184
Registrations
Promotional Items
Sponsor Events
Mileage
$25,000
$400
$500
Travel - Out of Market/Local
Cell Phone
Office Phone
Office Rent
Postage & shipping
Printing
Office Supplies
Dues & Memberships
Subscriptions
Training
Advertising
Production Guide Printing
Web Site Maintenance
Digital Camera
Photo Production
Reel Scout Contractual
$17,000
FILM OFFICE TOTALS
$43,800
FY 14
FUND 194
$200
$0
$1,500
$8,400
$400
$200
$400
$1,300
$400
$0
$700
$0
$0
$0
$0
$5,000
$17,600
$61,400
Film Commission Marketing Plan
FY 2013-2014 Film Commission Marketing Plan
•
•
•
•
•
Target Markets & Clients
Film & Entertainment Office Focus
Strategies
Situation Analysis
• Local market is lower-tiered choice for location shoots
than Florida metropolitan areas such as Miami, Orlando
and Tampa
• Locale attracts more print media than other competing
markets
• Compete strongly with other South Florida locations
including the Keys
• Biggest asset for our area is lifestyle and perception as a
sophisticated location
• Palm Beach often is our stiffest comparison for
architectural similarities
• Western Everglades (Big Cypress, Fakahatchee) are
great resource for reality and nature programming
• Bahamas is sometimes in contention for locations but our
main land location is an advantage
• “Film” is no longer the medium. All images are digital and
the delivery systems vary. So while Print market may
waiver new on-line content is needed
Situation Analysis
• Creating both short term and long term sustainability for
the industry hinges on increased production and
infrastructure
• Increased role that production incentives play in attracting
production has been compromised by recent legislative
events
• Loss of incentives may result in loss of vendors and crew,
which is difficult to rebuild once lost.
• Increased involvement in legislative issues related to FL
Entertainment Incentives will be very important to change
perceptions.
• Encouraging the use of our “underutilized region”
increases our desirability
• Need to reinforce job creation and tourism as one of the
benefits of the film and entertainment department of the
CVB
Film Commission Marketing Plan- FY 2013-14
Target Markets/Clients
• Traditional tradeshows are changing from the importance
of a floor booth presence to creating an exclusive event
tied-in to the actual industry event where one-on-one
interaction with the client is possible
• Pitching ideas to the client based on cultural knowledge
of our area is becoming especially important to the
prevalence of reality shows
• European/U.K. television is very interested in creating
content in the U.S.
• Spanish-language TV is a huge market for the Greater
Miami area and expansion of it needs to be explored for
the rest of FL to tap in to that opportunity
• Continued presence in both New York and California
remain important
• Trans/Digital Media opportunities such as SXSW need to
be primed
• Work for re-instatement of the state’s film incentives in
the coming year through legislative advocacy and
strategic partnering
• Expand location library – 20 new locations with an
emphasis on private homes
• Update Film website (www.shootinparadise.com) to
reflect new branding visuals/style
• Continue excellent and efficient support service to all
projects
• Uphold a prompt response time for lead/inquiry with
emphasis on the internet and social media
• Expand direction on primary target industries and expand
client base with an emphasis on the U.K., Western
Europe and Spanish-speaking countries
• through sales missions and industry-related conferences
• Extend participation in local speaking engagements to
educate business leaders and others to the role of the
film office/CVB.
Film & Entertainment Office Focus
• To increase the awareness of the Paradise Coast as an
ideal location for all media production leading to
increased revenue and a positive image of the Paradise
Coast destination.
Strategies
• Solicit, support and generate production in the county
• Provide proactive client support services for all film, TV,
print, and new media projects
• Maintain a high-speed response time for leads/inquiries
• Integrate social media outlets and client engagement
• Continue to develop relationships with the local business
community and to increase knowledge of geographical
area to better serve production companies working in
Collier County.
Strategies
• Work with local crew and production sources in an effort
to remain competitive
• Advance an effective partnership with the Florida State
Office of Film and Entertainment/Florida Department of
Economic Opportunity
• Educate the local community about the Film
Commission’s purpose and benefit to Collier County’s
economy
• Advocate on legislative issues in association with Film
Florida for increased business to the state
• Foster local crew and production resources to remain
competitive
• Maintain an integrated position with all city/county/state
entities and presiding authorities
• Provide local outreach to inform the community about the
Film Commission’s activities and benefit to the local
economy.
FY14 Museum Grants Budget
MUSEUM GRANTS -C-2
(Non-County Owned/Operated)
FY 14
FUND 193
Children's Museum
$0
Holocaust Museum
$20,000
Marco Island Museum
Naples Art Assoc
$0
$20,000
Naples Botanical Garden
$0
Naples Philharmonic
$0
Contingency
$301,600
TOTAL MUSEUM GRANTS
$341,600
Reserve for Contingencies
Carryforward
$0
$282,800
$2,000
Transfer to Tax Collector
$8,600
TOTAL C-2 GRANT FUND
$635,000
Arts, Culture & Heritage Plan
FY 2013-2014 Arts, Culture & Heritage Plan
•
•
•
•
Overview & Objectives
Strategies
Heritage Marketing
Overview
• Our area is blessed with an abundance of arts and cultural
offerings and events and historical venues that most
communities the size of Collier County do not have.
• We have a vibrant performing and visual arts scene, historic
downtown district and superb area museums.
• These offerings are a great reasons to a visit to Florida’s
Paradise Coast and can often be a destination attraction on
their own.
• Our annual research indicates that over 15% of our visitors
are attracted to the area to attend arts, cultural and historical
activities.
Objectives
• The overall objective of this marketing effort is to promote the
abundance and diversity of our arts, culture and historical
offerings.
Arts, Culture & History Plan
Situation Analysis
• United Arts Council of Collier County (UAC) is the official arts
organization for our area. They maintain a website at
www.uaccollier.com that lists all the arts organizations, events and
nighttime entertainment in our area.
•
A hyperlink to the UAC site is included on the homepages of both
the Calendar of Events and Arts & Culture sections of the CVB's web
site.
• The UAC also publishes a monthly calendar of events with CVB
assistance and is distributed to area hotels and visitor centers.
• Special Events: November has been designated in Collier County
as Celebrate the Arts Month to promote the local arts and cultural
community and to involve more residents and visitors in cultural
activities. In addition, a number of strong arts and cultural events
take place throughout the year.
• Continued Growth: This market segment continues to grow. The
CVB encourages private sector assistance to sustain and grow this
segment.
• Collier County has a network of County-owned and non-profit
museums that showcase and educate visitors on the heritage of our
area.
Strategies
• Dedicated Arts & Culture section of the CVB website:
This will include expanded partner listings, descriptive
information, images, hyperlinks and special offers.
Webpage will also link to various arts & culture related
web videos and articles
• Arts, Culture & Heritage Digital Guide: This important
tool debuted in 2009 as a printed guide for fulfillment of
inquiries and distribution at trade shows. In 2011 the
guide went to a digital format so that updates could be
more easily made and the information expanded as the
arts, culture and history scene grows. The digital guide
provides video, audio, rotating images and hyperlinks to
partner Web sites
• We distribute a consumer e-Newsletter to promote the
Celebrate the Arts Month in November. Content centers
on arts, culture and history events with hyperlinks to the
digital Arts, Culture & Heritage Guide content
Strategies continued …
• Arts, Culture & Museum Grantees: Encourage grantees to use
our visitor feeder markets to place their event ads and to link to our
CVB events web page
• Work with United Arts Council to increase distribution of printed
Calendar of Events and build an enhanced digital version for
wider distribution
• Identify a Collier transportation partner to offer organized tours
of our museums and art galleries
• Research cultural publications that will provide an opportunity to
increase the branding message via use of half page full color
arts and culture advertisements
• Encourage the development of multiple day cultural events that
showcase one or more venues. Package hotels with event
tickets, dining and shopping discounts to attract out of market
visitors
Heritage Marketing
• Dedicate up to $100,000 in Heritage market advertising and
promotional support in the CVB marketing budget
• Work with Collier museums and non-profit museums to place
targeted heritage advertising and support the Collier County
Museums with all their major events with social and digital
media.
Arts, Culture & History Budget
Budget
The budget for media and production for these
segments is included in the “niche markets” part of the
leisure marketing budget as outlined in the Media Plan
section of this plan.
Air Service Support Plan
Air service is the most commonly used transportation mode
by our visitors. So it is imperative that we continue to foster
partnerships with our local airports and regional destination
partners.
• Of the visitors arriving by air, over 60% fly into Southwest
Florida International Airport (RSW), followed by Miami
International Airport (MIA), Tampa International (TPA) and
Orlando/Sanford International Airport (SFB).
• RSW is the largest commercial airport serving the county,
and is the main focus of our commercial air service
marketing efforts.
• In addition, our area is served by four General Aviation
airports including, Naples Municipal Airport, Marco Island
Executive, Everglades City Airpark, and Immokalee
Regional.
• Each airport serves the general aviation needs of their
communities and some have potential to attract
commercial service when the demand so warrants.
Strategies:
• Attract new scheduled and chartered flights both from western
• Attract International service from UK, Europe, Scandinavia and South
and Central America.
• Expand efforts targeting our primary fly-drive markets, including Miami,
Ft. Lauderdale, Palm Beach, Tampa, and Orlando.
• Currently, Visitor Guides and maps are distributed at RSW, Charlotte
County Regional, Naples Municipal Airport and the Collier County
Regional Airports.
• Maintain and create new co-op programs with the Lee County VCB,
the RSW Airport and VISIT FLORIDA marketing teams to attract new
air service
• Attend air service trade shows with the RSW airport, Lee County VCB
and VISIT FLORIDA marketing teams to encourage new direct service
both domestically and Internationally.
• Apply for air service grants through VISIT FLORIDA and from
International destinations such as the Bahamas to incentivize new
service providers
• Budget: $150,000 for FY 14- $50,000 additional funding for each fiscal
year for the next four years for marketing support of new or existing
service.
The following provides an overview of the largest commercial
airport serving the county - Southwest Florida International
Airport (RSW):
• Serves 5 counties: Lee, Paradise Coast, Charlotte, Hendry,
and Glades (1 million+ residents)
• Served more than 7.5 million passengers in 2011 and is
one of the top 50 U.S. airports for passenger traffic
(7,514,316)
• Approximately 21,000 daily passengers
• Average 225 Flights Daily
• Biggest Connecting cities: Atlanta, Boston, Chicago,
Cleveland, and New York
• 47 Nonstop destinations (43 Domestic, 4 International)
provided by 20 different air carriers.
Budget
• $150,000 for FY 14
• $50,000 additional funding for each fiscal year for
the next four years for marketing support of new or
existing service.
Inquiry & Fulfillment Plan
Overview
Inquiries for information come from a variety of sources
including our Web site, advertising leads, by telephone, microsites, search engines, contests and response to our multi
platform advertising and media campaign.
These services are directed primarily to our contracted partner
Phase V of SW Florida, Inc., based in Ft. Myers, FL.
Goals
• To fulfill all requests for information about Florida’s
Paradise Coast offerings in a timely and efficient manner
• To support the Naples, Marco Island, Everglades
Convention & Visitors Bureau (CVB) with assistance in
special mailing, telemarketing, and other projects as an
extension of their staff
• To support Emergency Situations using call center inquiries
and accommodation availability monitoring.
Objectives
1. Fulfill information requests within 3 business days of receipt of the
request, unless volumes are too small for postage savings. Then
fulfillment will be within one week of receipt
2. Answer phone call inquiries with a live voice 24 hours a day, 7
days a week
3. Maintain an up-to-date database of hotels, attractions, shopping,
and other tourism activities in electronic format and verify at least
annually
4. Maintain a comprehensive database of names, addresses, and
other contact information of all inquiries and from lists provided by
outside sources
5. Deliver monthly comprehensive reports to the Paradise Coast
tourism office detailing the number and source of information
inquiries
6. Maintain interface with BookDirect online hotel booking service for
voice support
7. Insure that information requests have valid addresses, duplicates
are kept to a minimum and requests are allocated to the correct
sources.
Strategies
1. Answer incoming phone calls for all CVB dedicated toll-free
numbers within the U.S. and Canada
2. Record all inquiries from phone, web site, publications, and the
tourism office to include names, addresses, phone, e-mail,
origin, purpose of trip, and date of potential visit plus any
additional data included
3. Assemble mail responses, address, sort, and deliver to post
office, at least weekly and when necessary, twice weekly
4. Maintain and respond to any Live Chat or Text Chat requests
from the CVB web site
5. Maintain e-mail address lists of customers who have opted-in to
receive our CVB messages and export lists to outside suppliers
of e-newsletter distribution as directed by the CVB
6. Report monthly to the Tourism Department and the Tourist
Development Council on all inquiry activities with a
comprehensive analysis of inquiry types, source, origin, state,
and country
7. Send Collier tourism partners that request to receive leads a
weekly distribution by source.
8. Maintain at least a 90-day supply of fulfillment materials and print
additional envelopes, labels, and other supplies when needed with
pre-approval by the Tourism Department. Report on inventory levels
monthly
9. Maintain and update software programs to fulfill all tasks
10.Maintain pre-sort and other postal permits for mailings
11.Assemble and mail process all press kit requests
12.Assist in obtaining and disseminating emergency information during
a crisis situation (i.e., accommodation availability)
13.Work with the CVB and Paradise Advertising & Marketing to
understand the media buy plan and changes and program them to
correctly allocate requests as they are received
14.Work with the CVB’s media placement vendors to resolve problems
with information requests - excessive undeliverable addresses,
excessive duplicates, etc.
15.Distribute e-blasts as requested.
Leisure Market
Phone and direct mail inquiries:
Fulfillment: Visitor Guides and /or maps
Follow-up: Quarterly direct mail and e-newsletters with
incentives
Electronic Inquiries:
Fulfillment: Visitor Guides and Digital Visitor Guide
Follow-up: Mailing lists for our quarterly e-newsletters
Niche Markets (Eco, Bridal/Honeymoon, Golf, Senior, Sports,
Intl.)
Phone, direct mail inquiries:
Fulfillment: Visitor Guides or specialty brochures
Follow-up: Quarterly e-newsletters with incentives
Fulfillment: Visitor Guides and Digital Visitor Guides
Follow-up: Monthly e-newsletters with incentives
Group Business - Meeting Professionals
Phone inquiries:
Fulfillment: Meeting Professional Kit
Follow-up: E-newsletters with special offers specifically
targeting meeting professionals
Fulfillment: Meeting Professional Kit
Follow-up: Monthly E-newsletters with special offers
specifically targeting meeting professionals
Sports Marketing
Phone and Electronic Inquiries:
Fulfillment: Visitor Guide and sports flyer
Follow-up: Send specifically targeted e-newsletters
Measuring Results
Measuring Results
Research Partners
In an ongoing effort to measure our effectiveness and to
report our results to our many audiences, we carefully
monitor and measure our outcomes through the variety of
sources:
• Research Data Services, Inc.
• Smith Travel Research, Inc.
• Google Analytics
• VISIT FLORIDA Research Department
• Florida Gulf Coast University Research Department
• Visa Cardholder Statistics
• Collier County Tax Collector
• Collier County Office of Budget and Management
• Clerk of the Circuit Court Finance Department
• IDSS Database Management System
• Sales & Marketing Technologies, Inc.
Measuring Results
Results Tracking Initiatives
Our ongoing research initiatives include:
• Focus group research – Provides insights into our targets,
reveals trends and provides a measurement of our
messages. Both Group market and consumer groups are
utilized
• Inquiry analysis – The source, timing, cost, etc. of
telephone, email, online and mail inquiries is analyzed
monthly, quarterly and annually
• Online tracking and analysis – Number of unique visitors,
click-through rates of ads, time spent on site and more is
tracked and analyzed
• Third-party research – Whether from the State of Florida,
travel trade associations, or through paid third parties (such
as Smith Travel Research and Destination Marketing Assoc.
Intl. (DMAI) we continually review and analyze data and
trends. Additionally, quarterly roundtables are held with our
destination accommodations and attraction partners
Measuring Results
Results Tracking Initiatives continued …
• Media data – A broad and growing number of sources are
constantly considered in order to qualify our selection of media
used to reach our targets
• In-market quantitative studies – Monthly interviews provide
ongoing analysis and in-depth information about visitors while in
the destination
• Conversion studies – Provides insight into visitor activities
after they have visited the destination and helps determine
which approaches have been the most beneficial in influencing
their decision to visit
• Tourist development tax – The ultimate measure of the
effectiveness of our efforts, along with ADR, RevPAR, in-market
spending and other in-market measures of visitation impact
• Accommodation Studies- Occupancy, Average Daily Rate
(ADR), REVPar and future visitation studies and performed
monthly
• Google Analytics are used to track our website activity, and the
effectiveness of our campaigns that drive inquirers to our
websites.
Tourism Admin Operating Expenses
PERSONAL SERVICES
Regular Salaries
Deferred Comp Match
Salary Adjustments
Job Bank- Fiscal Tech
FY 14
$571,761
$3,000
$0
$50,700
Benefits (FICA, Hosp Ins, Retirement)
$237,539
PERSONAL SERVICES SUB
$863,000
Parks & Rec. Shared Cost- Sports Position
Workers Comp
TOTAL PERSONAL SERVICES
$45,000
$1,700
$909,700
OPERATING EXPENSES
Contractual Services
FY 14
Book Direct- JackRabbit Booking Engine
$24,000
Clean Pix
$12,000
Storage Contractor
$700
iDSS
$7,500
EnFlyer
$1,000
Visa Vue Research
ReelScout Film Library
Sports Coordinator Salary 1/2 Share-P&R
$12,000
$5,000
$0
Info Center Coordinator- Naples COC
$65,000
Sports Event Impact Calculator & Booking Engine
$10,000
Sports Marketing Contractor (SCCC)
Other Contractual Obligations
Sub Total Contractual Services
$0
$42,000
$179,200
FY 14
Minutes & Records for TDC Meetings
IT Services Charge-Computers & Phones
Staff Mileage Reimbursement
Staff Travel for Regional Meetings/Training
Cellular Phones- Sales Staff
Office Telephones
Postage/Freight- Trade Shows
Electric
Rent for Film Office at Norris Center
Rental Charges- Motor Pool
Fleet Maint, Parts & Fuel
Insurance- General & Auto
Lease Office Equipment
Printing-Outside
Office Supplies
Legal Ads
Trade Show Booth Décor
Office Furn- Non-Capital
Misc Operating Supplies
Books, Subscriptions
Dues & Memberships
Training- Staff
Miscellaneous Prof. Services
Miscellaneous Operating Exp.-New Staff Support
Indirect County Services Costs
TOTAL OPERATING EXPENSES
$3,600
$25,500
$3,200
$2,500
$13,500
$5,300
$10,400
$0
$8,400
$200
$6,500
$5,900
$6,000
$0
$10,400
$500
$15,000
$6,000
$3,000
$700
$14,800
$0
$0
$19,500
$57,300
$218,200
Transfers
FY 14
Tax Collector Fees
$41,700
GMD- Fund 113 for TDC Office Space & Utilities
$58,000
Fund 184 Advertising & Promotion
Emergency Advertising Fund 196
Total Transfers
$268,700
$0
$368,400
Video Production Equipment
$10,000
Vehicle Replacement- Capital
$27,000
GRAND TOTAL ADMINISTRATIVE EXPENSES
$1,712,500
Emergency Advertising Budget
EMERGENCY ADVERTISING - FUND 196
Reserve for Emergency Adv
Group Incentives- Operating Expenses
Indirect Costs
Carryforward- Reserve
Transfer from Fund 194 Reserves-Year End FY 1
TOTAL
FY 14
$500,000
$95,800
$2,100
$192,600
$0
$790,500
Travel, Sponsorships & Registrations
SALES/MARKETING
TRAVEL
FUNCTION
Group Sales
Leisure Sales
Public Relations
Sports Sales
International
Film Commission
Tourism Industry
Conferences- All Staff
TOTAL
SPONSORSHIPS/BIDS
PROMOTIONAL REGISTRATIONS
INCENTIVES/FAM's
$40,000
$12,000
$15,000
$10,000
$40,000
$17,000
$12,000
$146,000
* Air Service $200K & Herritage Adv $100K
** Group Meeting Incentives
$345,800
$405,800
$30,000
$10,000
$25,000
$25,000
$500
$496,300
*
*
$8,600
$300,000 *
$2,000
$10,000
$80,000
$1,500
$100,000
$25,000
$10,000
$10,300
$45,000
$25,000
$402,100
$20,000
$235,300
FY14 Tourism/CVB budget recap
FY 14 TOURISM/CVB BUDGET RECAP
FY 14
FUND 194- ADMINISTRATIVE
Personal Services (Salaries)
$863,000
Operating Expenses
$352,900
$57,300
Capital Expense
$37,000
TOTAL OVERHEAD COST
$1,310,200
Transfers:
Fund 184 Advertising & Promotion
Emergency Advertising Fund 196
$302,600
$0
Tourism Office Space/Utility Cost to Fund 113
$58,000
Tax Collector Fees
$41,700
TOTAL TRANSFERS
Reserves
TOTAL FUND 194 ADMINISTRATIVE EXPENSES
$402,300
$0
$1,712,500
recaprecap
FUND 184- MARKETING & PROMOTION
Group Meeting Support
$345,800
Advertising
$3,500,000
Contractual Services
$1,893,700
Travel Expenses
$146,000
Promotional & Sponsorships
$898,400
Postage, Insurance, Printing
$16,500
Trade Show Registrations
TOTAL MARKETING & PROMOTION EXPENSES
Tax Collector Fees
Reserves for Contingencies
TOTAL FUND 184- MARKETING AND PROMOTION
$235,300
$7,035,700
$108,800
$39,700
$198,700
$7,382,900
FUND 193- MUSEUM GRANTS
Non-County Owned/Operated Museum Grants
$40,000
Tax Collector Fees
$8,600
$2,000
Carry forward & Reserves
$574,400
TOTAL FUND 193 MUSEUMS
$625,000
FUND 196- EMERGENCY ADVERTISING
Operating Expenses
Transfer to 184- Group Incentives
$500,000
$95,800
$2,100
Carry Forward- Reserves
$192,600
TOTAL EMERGENCY ADVERTISING RESERVE
$790,500
TOTAL TOURISM MARKETING & ADMINISTRATIVE
BUDGET
$10,510,900
FUND 198 COUNTY OWNED MUSEUMS
Operating Budget from TDC Tax
Tax Collector Fees
Transfers & Reserves
TOTAL COUNTY MUSEUM OPERATIONS
TOTAL TOURISM/CVB/MUSEUM BUDGET
BEACH RENOURISHMENT FUND 195
BEACH PARK CAPITAL PROJECTS FUND 183
BEACH PROJECTS ADMIN FUND 185
TOTAL BEACH PROJECT OPERATING BUDGET
$1,623,500
$33,000
$266,700
$1,923,200
$12,434,100
$21,110,900
$9,029,300
$643,300
$30,783,500

FY 2013 Marketing Plan - Florida`s Paradise Coast

Transcription

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