strategic marketing overview 5-YEAR PLAN:

Transcription

1 strategic marketing overview 5-YEAR PLAN: To u r i s m M a r k e t i n g D i s t r i c t - t m d

2 vision mission core values

3 vision mission core values vision vision mission core values To establish San Luis Obispo County as a premiere Central Coast tourism destination, and a leader in the California tourism community.

4 vision mission core values MISSION Increase tourism revenue by vision positioning, branding, and promoting San Luis Obispo County as a preferred mission destination for regional, national and global core values visitors.

5 vision mission core values CORE VALUES vision mission core values Economic Growth Collaboration Integrity Leadership Quality of Life

6 5-year plan

7 5-Year Plan ( ) Goals Objectives Strategies 1 Increase Demand of the SLO County Destination measured by increased TOT revenues, in concert with strategic and community partners. 2 Increase Awareness of the SLO County Destination utilizing a suite of marketing tools, in concert with strategic and community partners.

8 5-Year Plan ( ) Goals Objectives Strategies EXPAND Expand the Visit San Luis Obispo MANAGE County brand to accelerate the destination s competitiveness in CREATE California, reach new domestic markets and build upon key international markets to bolster tourism for the destination. objectives

9 5-Year Plan ( ) Goals Objectives Strategies EXPAND Manage the Visit San Luis Obispo MANAGE County brand platform. Lead the integration of a countywide CREATE strategic plan working in concert with community partners to reduce duplication of programming, increase efficiency and maximize effectiveness of resources to increase overall reach. objectives

10 5-Year Plan ( ) Goals Objectives Strategies EXPAND Create industry resources (research, MANAGE education, communication, etc.) backed by current data specific to CREATE San Luis Obispo County to increase competitiveness against other county destinations. Leverage existing research to extrapolate county-specific information and identify key data points needed to support goals. objectives

11 5-Year Plan ( ) Goals Objectives Strategies LEVERAGE Leverage key assets that are Develop well known and unique in San Luis Obispo County. WORK BUILD INTEGRATE CREATE

12 5-Year Plan ( ) Goals Objectives Strategies LEVERAGE Develop target audience Develop niches, in addition to business and leisure travelers, positioning WORK San Luis Obispo County as BUILD the go-to destination. INTEGRATE CREATE

13 5-Year Plan ( ) Goals Objectives Strategies LEVERAGE Work with tourism partners Develop hoteliers, wineries, transportation, community partners - to create top of WORK mind awareness for San Luis Obispo BUILD County bringing new opportunities INTEGRATE for increased market share. CREATE

14 5-Year Plan ( ) Goals Objectives Strategies LEVERAGE Build upon the marketing tool Develop kit using innovative, technology driven tools and proactive public WORK relations outreach to communicate BUILD unified messaging and inspirational INTEGRATE brand appeal. CREATE

15 5-Year Plan ( ) Goals Objectives Strategies LEVERAGE Integrate group and leisure sales Develop outreach with shoulder-season promotions and film commission WORK positioning to expand upon midbuild week and off-season business. INTEGRATE CREATE

16 5-Year Plan ( ) Goals Objectives Strategies LEVERAGE Create a suite of industry Develop resources research, education and communication to position Visit WORK SLO County as the tourism leader. BUILD Foster communication with tourism INTEGRATE partners to create an established set CREATE of criteria and necessary data points to increase competitiveness.

17 Marketing landscape

18 culinary coastal cultural

19 target audience BUSINESS LEISURE Airport Cal Poly B-to-B Corporate/ Group Business MICE SMERF United Airlines, US Airways International Student Recruitment, Alumni/ Continuing Education; Industry Expert/Think Tanks Wine, Tech, Government, Etc. Wine Tourism Conference, Executive Retreats Meetings, Incentives, Conferences And Exhibitions Social, Military, Educational, Religious, Fraternal TARGET AUDIENCE

20 target audience BUSINESS LEISURE Wine Family Active Lifestyle Romance Tasting, Food & Wine Recreation, Family Reunion/Group Sales Aquatic, Biking, Hiking, Golf, Sports Spa, Romantic Getaways, Weddings, Destination Weddings/Group Sales Dog-friendly Outdoor, Wineries, Hotels Tour & Travel Bus, FIT (Foreign/Free Independent Traveler) TARGET AUDIENCE

21 GEOGRAPHIC TARGETS california domestic international Northern California Central Valley Southern California

22 GEOGRAPHIC TARGETS california domestic international Seattle Chicago New York Denver Las Vegas Phoenix domestic Houston

23 GEOGRAPHIC TARGETS california domestic international Canada UK/Ireland France/Germany China Japan Australia international

24 brand management

25 brand management Industry Resources Digital Marketing Event Marketing Film Commission Group and Leisure Sales Advertising/Promotions Strategic Alliances Media/Public Relations Strategic Alliances strategic alliances

26 brand management Industry Resources Digital Marketing Event Marketing Film Commission Group and Leisure Sales Advertising/Promotions Strategic Alliances Media/Public Relations industry resources Research Education Industry Communication industry resources

27 brand management Industry Resources Digital Marketing Event Marketing Film Commission Group and Leisure Sales Advertising/Promotions Strategic Alliances Media/Public Relations DIGITAL MARKETING digital marketing

28 brand management Industry Resources Digital Marketing Event Marketing Film Commission Group and Leisure Sales Advertising/Promotions Strategic Alliances Media/Public Relations event MARKETING

29 brand management Industry Resources Digital Marketing Event Marketing Film Commission Group and Leisure Sales Advertising/Promotions Strategic Alliances Media/Public Relations media/public relations Proactive Public Relations Strategic Planning/Positional Core Messaging Local Media Kit/Calendar (Platform) Resource Library Consumer Communications

30 brand management Industry Resources Digital Marketing Event Marketing Film Commission Group and Leisure Sales Advertising/Promotions Strategic Alliances Media/Public Relations FILM COMMISSION

31 brand management Industry Resources Digital Marketing Event Marketing Film Commission Group and Leisure Sales Advertising/Promotions Strategic Alliances Media/Public Relations group and leisure sales Conferences, Events & Trade Shows Association Memberships/Partnerships Sales Missions group & leisure sales

32 brand management Industry Resources Digital Marketing Event Marketing Film Commission Group and Leisure Sales Advertising/Promotions Strategic Alliances Media/Public Relations Pure Play* ADVERTISING in California VISIT SAN LUIS OBISPO COUNTY CENTRAL COAST CALIFORNIA Web Social Media Ad Co-ops A prime destination for wine lovers, San Luis Obispo County offers a delightful variety of tasting experiences. With more than 230 wineries vinifying 40 different grape varieties, there is a vintage and venue to satisfy every preference. Join us for pure play in wine country v i s i t s a n l u i s o b i s p o c o u n t y. c o m Visitor Guide Radio Print TV PROMOTIONS Wine Star Awards COLOR logos Seasonal Promos Restaurant Month 1 COLOR AND SECONDARY ELEMENTS Wine Month Dog-Friendly Month Badge CMYK Trophy Badge RGB 2011 Wine Enthusiast Media, Inc. Wine Enthusiast Wine Star Awards are registered trademarks. All Rights Reserved. Farmers Markets Holiday Guide Annual Event Guide

33 TEAM STRUCTURE

34 TEAM STRUCTURE Board of Directors Executive Committee CEO Event Director Event Coordinator Marketing Director Office Manager Marketing Coordinator

35 budget allocation

36 budget allocation NEW BUDGET ITEM CURRENT NEW % INCREASE Industry Research & Resources $15, $230, ,430% Digital Marketing $231, $450, % Event Marketing $123, $250, % Media/Public Relations $158, $255, % Film Commission $20, $75, % Group & Leisure Sales $140, $350, % Association Memberships $9, $15, % Advertising $26, $1,000, ,673% $3,000,000 $940,059 CURRENT Promotions $13, $75, % G&A $154, $300, % Member Relations $46, $ % TOTALS $940, $3,000, %

37 budget allocation 3% Promotions 33% G&A Advertising (Digital, Print, Broadcast, etc.) Associations, Memberships & Partnerships 1% 10% 8% 12% Group & Leisure Sales Industry Research & Resources 15% 3% Film Commission 9% 8% Media/Public Relations Event Marketing Digital Marketing

38 strategic marketing overview 5-YEAR PLAN: To u r i s m M a r k e t i n g D i s t r i c t - t m d