B I G B E A R L A K E. TBID Marketing Plan. PO Box 1926 Big Bear Lake, CA Phone: Fax: Web:
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- Ira Hunt
- 8 years ago
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Transcription
1 B I G B E A R L A K E TBID Marketing Plan PO Box 1926 Big Bear Lake, CA Phone: Fax: Web:
2 M a r k e t i n g P l a n 2 Business Overview B i g B e a r V i s i t o r s B u r e a u ( B B V B ), f o r m e r l y t h e B i g B e a r L a k e R e s o r t A s s o c i a t i o n, w a s f o r m e d i n b y t o u r i s m - b a s e d b u s i n e s s e s t o d e v e l o p a u n i f i e d m a r k e t i n g e f f o r t t o i n c r e a s e a w a r e n e s s o f t h e B i g B e a r V a l l e y. T h r o u g h o u t t h e l a s t t w e n t y y e a r s t h e m a r k e t i n g b u d g e t h a s i n c r e a s e d t o $700,000 ( p r o j e c t e d i n c o m e f o r ) f o r l o d g i n g a n d s k i r e s o r t i n c o m e. T h e c u r r e n t s t r u c t u r e o f t h e B B V B s f u n d i n g s t r u c t u r e n e e d s t o b e t r a n s f o r m e d i n o r d e r t o c o m p e t e w i t h o t h e r t o u r i s t d e s t i n a t i o n s. T h e p r o p o s e d T o u r i s m B u s i n e s s I m p r o v e m e n t D i s t r i c t f o r t h e C i t y of B i g B e a r L a k e w i l l i n c r e a s e t h e b u d g e t t o $ 1, 7 8 0, 0 00 a n d e n s u r e a s t a b l e m a r k e t i n g f u n d f o r B i g B e a r. T h i s M a r k e t i n g P l a n l a y s o u t s o m e d e t a i l o f t h e e x p e c t e d m a r k e t i n g b u d g e t f o r B i g B e a r L a k e i n o r d e r i n i n c r e a s e t o u r i s m. V i s i t C a l i f o r n i a, t h e s t a t e s D e s t i n a t i o n M a r k e t i n g O r g a n i z a t i o n ( D M O ) a n d D i s c o v e r I E r e c o g n i z e t h e B B V B a s t h e V a l l e y s D M O. Market Overview P r e l i m i n a r y m a r k e t r e s e a r c h i n d i c a t e s t h a t B i g B e a r s g e o g r a p h i c t a r g e t m a r k e t i s w i t h i n a m i l e r a d i u s. I t i s e s p e c i a l l y r e l e v a n t i n t h e L o s A n g e l e s b a s i n, S a n D i e g o a n d O r a n g e C o u n t y. C e r t a i n g e o g r a p h i c a r e a s s h o w s t r o n g e r p r e s e n c e i n c e r t a i n s e a s o n s s u c h a s ; S a n D i e g o i n t h e w i n t e r a n d L a s V e g a s i n t h e s u m m e r. T h e r e s e a r c h a l s o s h o w s t h e r e a r e p o t e n t i a l n e w g e o g r a p h i c m a r k e t s t o e x p l o r e o r o p p o r t u n i t i e s f o r g r o w t h m a r k e t s t o i n c r e a s e. E x a m p l e : M e x i c o m a r k e t i n t h e w i n t e r m o n t h s. T h e a g e g r o u p t h a t b e s t d e f i n e s B i g B e a r i s , w h i c h m a k e s u p 7 1 % o f t h e a g e d e m o g r a p h i c s. M o s t o f t h e r e s e a r c h s h o w s W h i t e / C a u c a s i a n i s t h e s t r o n g e s t e t h n i c d e m o g r a p h i c, f o l l o w e d b y H i s p a n i c / L a t i n o a n d t h e n A s i a n P a c i f i c. Marketing Objectives 1. I n c r e a s e l o d g i n g r e v e n u e w i t h i n t h e C i t y o f B i g B e a r L a k e b y a t l e a s t 10% 2. I n c r e a s e l o d g i n g r e v e n u e m i d w e e k a n d i n s p r i n g a n d f a l l s e a s o n s 3. I n c r e a s e n e w e v e n t s t h a t w i l l c r e a t e o v e r n i g h t v i s i t a t i o n 4. I n c r e a s e r e g i o n a l a w a r e n e s s o f B i g B e a r 5. P r o m o t e r e p e a t v i s i t a t i o n, a n d d e v e l o p p r o g r a m s t o m a r k e t c r o s s - s e a s o n a l o p p o r t u n i t i e s 6. I n c r e a s e u n i q u e v i s i t a t i o n t o B i g B e a r. c o m
3 M a r k e t i n g P l a n 3 Digital Marketing T h e B B V B c u r r e n t l y h a s o n e o f t h e t o p m o s t v i s i t e d d e s t i n a t i o n w e b s i t e i n C a l i f o r n i a, b i g b e a r. c o m. S i n c e d i g i t a l m a r k e t i n g p r o v i d e s o r g a n i z a t i o n s t o b e a l w a y s c o n n e c t e d, 2 0 % o f t h e T B I D r e v e n u e w i l l b e a l l o c a t e d t o d i g i t a l. A c o m p e l l i n g o n l i n e b a n n e r c a m p a i g n t h r o u g h l o o k - a l i k e b e h a v i o r a l t a r g e t i n g, r e t a r g e t i n g a n d s e a r c h t a r g e t i n g w i l l h e l p c r e a t e a w a r e n e s s o f B i g B e a r. V i d e o a d d i s p l a y s i n c l u d i n g p r e - r o l l, Y o u T u b e a n d r i c h m e d i a. D e m o g r a p h i c a l l y t a r g e t e d d i g i t a l a d s w i t h t h i r d p a r t y O n l i n e T r a v e l A g e n c i e s ( O T A s ), s u c h a s ; H o m e A w a y a n d E x p e d i a. C r e a t i v e m e s s a g i n g i s c u t t i n g - e d g e t h a t s t a y s w i t h i n b r a n d i n g p e r i m e t e r s, a n d f o l l o w s t h e c r e a t i v e s t r a t e g y t o c r e a t e a n e y e - c a t c h i n g l o o k w i t h t h e p u r p o s e t o h e l p d r i v e c l i c k t r o u g h s t o B i g B e a r. c o m. T h e t w o t y p e s o f d i s p l a y a d s a r e v i d e o a d s a n d b a n n e r a d s. T h e m e s s a g i n g r e l a t e s t o s e a s o n a l i t y a n d t o c e r t a i n t a r g e t m a r k e t s. G o o g l e A d W o r d s w i l l b u i l d s t r o n g e r s u p p o r t f o r v i s u a l i m p r e s s i o n a d s. M e d i a t o c o n s i d e r f o r d i g i t a l m a r k e t i n g t a c t i c s i n c l u d e Q u a n t c a s t f o r l o o k - a l i k e b e h a v i o r a l t a r g e t i n g ; G o o g l e n e t w o r k f o r r e t a r g e t i n g o r s e a r c h t a r g e t i n g ; V i a M e d i a a r e g r e a t s o u r c e s f o r p r e - r o l l v i d e o a n d v i d e o a d s t o c o i n c i d e w i t h T V o r o t h e r m e d i a e f f o r t s ; Y o u T u b e v i d e o a d s ; T r i p A d v i s o r s p o n s o r e d p a g e a n d b a n n e r a d d i s p l a y s ; F a c e b o o k a d d i s p l a y s ; a n d a d s o n m o b i l e a p p s o r o t h e r v i s i b l e d i s p l a y a r e a s o n m o b i l e d e v i c e s. A k e y c o m p o n e n t f o r I n t e r n e t m a r k e t i n g i s t o m a k e i m p r o v e m e n t s t o B i g B e a r. c o m a n d B i g B e a r i n f o. c o m. I t i s i m p o r t a n t t o i m p r o v e t h e s e w e b s i t e s i n o r d e r t o m a k e i t m o r e c o n v e n i e n t f o r g u e s t s t o s e a r c h f o r B i g B e a r v a c a t i o n p l a n n i n g i n f o r m a t i o n. S o m e i m p r o v e m e n t s i n c l u d e e a s i e r a c c e s s t o k e y p a g e s, c o m p e l l i n g o r p e r s u a s i v e c o n t e n t, i m p r o v e m e n t s t o i n t e r a c t i v e m a p s a n d b e t t e r a d d i s p l a y p l a c e m e n t s. I t i s s u g g e s t e d t o i n c l u d e f o c u s g r o u p s t o g i v e f e e d b a c k a b o u t t h e w e b s i t e s t o h e l p d e t e r m i n e i m p r o v e m e n t s. M o b i l e m a r k e t i n g t h a t i n c l u d e s F a c e b o o k a n d o t h e r s o c i a l m e d i a a d s w i l l r e m a i n a k e y c o m p o n e n t, a n d i t i s s u g g e s t e d t o d e v e l o p a r e s p o n s i v e d e s i g n t o c o i n c i d e w i t h a l l d e v i s e s t o c o n n e c t w i t h v a c a t i o n p l a n n e r s. S o c i a l m e d i a w i l l b e a k e y c o m p o n e n t o f d i g i t a l a d v e r t i s i n g. B B V B w i l l c o n t i n u e t o g r o w t h e i r s u b s c r i b e r l i s t o f 6 0, f o r e m a i l m a r k e t i n g. Micro Market Segmentat ion M i c r o M a r k e t i n g i s t a r g e t e d m a r k e t i n g u s i n g b i g d a t a t h r o u g h d i g i t a l r e s o u r c e s. T e c h n o l o g y i s a b l e t o m o n i t o r a u s e r s b e h a v i o r t h r o u g h o u t w e b s i t e u s a g e a n d m a r k e t a m e s s a g e t h a t d i r e c t l y r e l a t e s t o t h a t i n d i v i d u a l a n d i n d i v i d u a l s w i t h s i m i l a r b e h a v i o r s. O t h e r w a y s t o g a i n p r e s e n c e i s b y g e o t a r g e t i n g o n n i c h e w e b s i t e s s u c h a s F i s h h o u n d. c o m f o r f i s h i n g,
4 M a r k e t i n g P l a n 4 S i n g l e t r a c k s. c o m o r B i k i n g. c o m f o r m o u n t a i n b i k i n g, a n d m e d i a o u t l e t s t h a t s e r v e s C a l i f o r n i a m i l i t a r y b a s e s. O t h e r o u t l e t s t o c o n s i d e r a r e n e w s g r o u p s a n d i n f o r m a t i o n a l w e b s i t e s i n g e o g r a p h i c t a r g e t m a r k e t s t h a t m i g h t i n c l u d e L A T i m e s. c o m, O C r e g i s t e r. c o m, D i s c o v e r S D. c o m, O C W e e k l y. c o m, O C F a m i l y. c o m, a n d L A W e e k l y. c o m. Traditional Marketing T r a d i t i o n a l m a r k e t i n g s t i l l p l a y s a s i g n i f i c a n t r o l e w i t h t h e c o n n e c t e d w o r l d. T r a d i t i o n a l m a r k e t i n g i s u s e d t o c r e a t e a g e n e r a l a w a r e n e s s o f a d e s t i n a t i o n. P r o d u c t i o n w i l l b e r e d u c e d o n t h e B i g B e a r L a k e O f f i c i a l V i s i t o r G u i d e t o o n l y s e r v i c e o n l i n e r e q u e s t s a n d i n - m a r k e t p u b l i c a t i o n. T r a d i t i o n a l M a r k e t i n g m a y i n c l u d e, b u t n o t l i m i t e d t o : T e l e v i s i o n C o m m e r c i a l s, D i g i t a l B i l l b o a r d s, P r i n t A d v e r t i s i n g, E d i t o r i a l s, T r a d e S h o w s, R a d i o, e t c. T r a d i t i o n a l m a r k e t i n g c o m b i n e d w i t h t e c h n o l o g y w i l l a l l o w f o r g r e a t e r e x p o s u r e a n d w i l l b e e v a l u a t e d f o r r e t u r n o n i n v e s t m e n t. M a s s m e d i a n e e d s t o b e i n n o v a t i v e b y s h o w i n g t h e d i f f e r e n c e b e t w e e n B i g B e a r a n d o t h e r d e s t i n a t i o n s. P r o d u c e m u l t i - l a n g u a g e T V c a m p a i g n t h a t r e a c h e s a v a r i e t y o f e t h n i c i t i e s w i t h i n S o u t h e r n C a l i f o r n i a. 20% o f t h e T B I D r e v e n u e w i l l b e a l l o c a t e d t o t r a d i t i o n a l m a r k e t i n g. Public Relations P u b l i c i t y a n d m e d i a r e l a t i o n s a r e a n i n t e g r a l a n d e f f e c t i v e p a r t o f B i g B e a r s m a r k e t i n g. P u b l i c r e l a t i o n s e f f o r t s a r e g e n e r a l l y c o s t e f f i c i e n t a n d h a v e g r e a t i n f l u e n c e o n p u b l i c p e r c e p t i o n. S t r a t e g i e s f o r p u b l i c i t y a n d m e d i a r e l a t i o n s i n c l u d e d e v e l o p m e n t o f m e d i a c o n t a c t l i s t, s e n d p r e s s r e l e a s e s a n d p i t c h s t o r y i d e a s t o t h e m e d i a, d e v e l o p c o m p e l l i n g p r e s s k i t s, u s T w i t t e r a s a c o m m u n i c a t i o n t o o l t o c o n n e c t w i t h m e d i a, c r e a t e o p p o r t u n i t i e s f o r m e d i a t o u r s a n d F A M t r i p s, i n c r e a s e o f f - t h e - m o u n t a i n m e d i a t r i p s t o k e y t a r g e t m a r k e t s, i n v o l v e m e n t w i t h p u b l i c r e l a t i o n s a n d t r a v e l j o u r n a l i s t s o r g a n i z a t i o n s a n d m e d i a r e c e p t i o n s.
5 M a r k e t i n g P l a n 5 Partners C u r r e n t l y, t h e B B V B w o r k s w i t h i n d u s t r y t o u r i s m p a r t n e r s s u c h a s ; V i s i t C a l i f o r n i a, D i s c o v e r I E, D e s t i n a t i o n M a r k e t i n g A s s o c i a t i o n o f t h e W e s t, D e s t i n a t i o n M a r k e t i n g A s s o c i a t i o n I n t e r n a t i o n a l, a n d m a n y m o r e t o i n c r e a s e a w a r e n e s s o f B i g B e a r L a k e. T h e s e o r g a n i z a t i o n s h e l p t h e d e s t i n a t i o n s t o l e a r n m o r e a b o u t t r a v e l t r e n d s, n e t w o r k i n g a n d i n d u s t r y s t a n d a r d s. T h e B B V B i s c u r r e n t l y o n t h e M a r k e t i n g C o m m i t t e e, S n o w C o m m i t t e e, a n d R u r a l C o m m i t t e e f o r V i s i t C a l i f o r n i a a n d t h e P r e s i d e n t o f t h e B o a r d f o r t h e r e g i o n a l D M O, D i s c o v e r I E. T h e B B V B w i l l c o n t i n u e i n t e r a c t i o n w i t h t o u r i s m i n d u s t r y o r g a n i z a t i o n s t h r o u g h p o s i t i o n i n g B i g B e a r a s a m a i n a t t r a c t i o n w i t h i n S o u t h e r n C a l i f o r n i a. Research/Monitoring B e f o r e a n y m a r k e t i n g c a m p a i g n i s s t a r t e d w i t h t h e T B I D, a r e s e a r c h f i r m t h a t i s s p e c i a l i z e d i n d e s t i n a t i o n m a r k e t i n g w i l l b e h i r e d t o a n a l y z e B i g B e a r s t a r g e t a u d i e n c e a n d b u s i n e s s p r a c t i c e s. C o n s i s t e n t m o n i t o r i n g o f a l l m a r k e t i n g w i l l b e a d m i n i s t e r e d. A l l m a r k e t i n g e f f o r t s w i l l b e r e v i e w e d f o r t h e a c t u a l r e t u r n o n i n v e s t m e n t. I f a m a r k e t i n g c a m p a i g n d o e s n o t p r o d u c e a p o s i t i v e r e t u r n o n i n v e s t m e n t, t h a t p r o g r a m w i l l b e r e v i e w e d f o r c o n t i n u a t i o n f r o m t h e b o a r d o f d i r e c t o r s. I m p l e m e n t a t i o n o f a C R M ( C u s t o m e r R e l a t i o n s h i p M a n a g e m e n t ) s o f t w a r e t o c o n n e c t a n d t r a c k c o n s u m e r s i n t e r a c t i o n a n d e f f e c t i v e n e s s o f m a r k e t i n g c a m p a i g n s. Event Research/ Marketing E v e n t s h a v e b e e n p r o v e n t o s t i m u l a t e t h e e c o n o m y. T h e E v e n t s R e s o u r c e O f f i c e ( E R O ) i s c u r r e n t l y f u n d e d b y t h e C i t y a n d t h e B B V B i n a t o t a l o f $80,000/annually. The Events C o o r d i n a t o r i s t h e l i a i s o n f o r n e w a n d e x i s t i n g e v e n t s t h r o u g h o u t t h e V a l l e y. B B V B w i l l a s s i s t a n d e v a l u a t e p o t e n t i a l n e w e v e n t s t h a t w i l l a t t r a c t o v e r n i g h t v i s i t a t i o n. B i g B e a r h a s t h e n e e d f o r m o r e s i g n a t u r e e v e n t s i n s h o u l d e r s e a s o n s ; s p r i n g a n d f a l l. T h e r e a r e m a n y t o o l s a v a i l a b l e f o r D M O s t o r e s e a r c h e v e n t s a n d t h e e c o n o m i c i m p a c t b e f o r e t h e e v e n t i s a p p r o v e d s u c h a s ; D M A I E v e n t I m p a c t C a l c u l a t o r. 23% o f t h e T B I D r e v e n u e w i l l b e a l l o c a t e d t o i n c r e a s e s n e w e v e n t s d u r i n g s l o w e r s e a s o n s.
6 M a r k e t i n g P l a n 6 Local Economic Development E c o n o m i c d e v e l o p m e n t p l a y s a n i m p o r t a n t r o l e w i t h i n t h e t o u r i s m i n d u s t r y. W h e t h e r d i r e c t l y o r i n d i r e c t l y, a l l r e s i d e n t s a r e e f f e c t e d o n t h e t o u r i s m e c o n o m y o f B i g B e a r. T h e B B V B w i l l w o r k w i t h l o c a l a g e n c i e s t o d e v e l o p p l a n s f o r e c o n o m i c i m p r o v e m e n t s t h a t c o u l d p o t e n t i a l l y a t t r a c t v i s i t a t i o n s t o t h e B i g B e a r V a l l e y. Summary T h e B i g B e a r V i s i t o r s B u r e a u i s t h e D e s t i n a t i o n M a r k e t i n g O r g a n i z a t i o n ( D M O ) f o r B i g B e a r. T h e B B V B h a s c o n t i n u a l l y m a r k e t e d B i g B e a r i n t h e l a s t t w e n t y y e a r s a n d h a s p o s i t i o n e d t h e m s e l v e s w i t h i n t h e t o u r i s m i n d u s t r y t h r o u g h o u t C a l i f o r n i a a n d t h e N a t i o n. A s t a b l e, c o l l a b o r a t i v e m a r k e t i n g b u d g e t w i l l b r i n g B i g B e a r t o t h e n e x t l e v e l o f m a r k e t i n g. T h e B B V B w i l l d o f o r t h e i n d u s t r y w h a t t h e i n d u s t r y c a n n o t d o f o r i t s e l f b y l e v e r a g i n g e x i s t i n g a s s e t s a n d a l l i a n c e s t o s u p p o r t t h e a s s e s s e d b u s i n e s s e s. T h i s m a r k e t i n g p l a n i n c l u d e s t h e i n t e g r a t i o n o f b o u g h t, o w n e d, e a r n e d a n d s h a r e d m e d i a t o i m p a c t t h e t o u r i s m e c o n o m y w i t h i n B i g B e a r. T h e c o m m u n i t y n e e d s t o w o r k t o g e t h e r f o r t h e g r e a t er g o o d o f B i g B e a r t o p r o v i d e a s t a b l e f u t u r e.
Risk Management GUIDE GUIDE. for PHYSICIAN. Austin, TX 78716 800-580-8658 512-425-5800. www.tmlt.org
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