STRATEGIC PLAN

Transcription

1 Oriental Tourism Board STRATEGIC PLAN Overall Objective Build awareness and increase tourism for Oriental and the surrounding area, creating a positive impact on the local economy and ensuring long-term growth and prosperity for our town. Revised 11/16/14

2 Key Objectives and Strategies Objective 1: Aggressively pursue Public Relations as the most cost-effective and impactful method of building awareness of Oriental, and marketing her as an exciting and unique tourism destination. 1. Develop a list of regional, state and national publications targeting our Gwaltney By 12/31/14 consumers. 2. Develop a series of concepts for potential articles in these publications. Gwaltney By 03/31/15 3. Identify and recruit both volunteer and affordable paid resources in creative All (lists to Mabe) By 12/31/14 writing, photography, videography, graphic design, PR, marketing, and advertising to work with the Tourism Board when needed. 4. Compile contact information on publication editors, travel writers, PR Professional 1 st Half 2015 newscasters and tour companies where we can build relationships, (paid) pitch stories and solicit placement on a regular basis. Personally invite these key contacts to key local events as our guests. 5. Recruit a committee of local volunteers familiar with social media Wheeler By 12/31/14 to develop a strategy for effectively using Social Media to drive awareness of and sell Oriental and the area for visits, vacations and property ownership. (articles - Face Book, Google+, Twitter, MeetUp, etc.) 6. Seek placement on boating and boating services (marinas, yards, sales) sites Larry Summers? 1 st Half 2015

3 Responsibility Timing 7. Partner with PCC Small Business Center to develop and host a TBD 1 st Half 2015 web promotion training and idea exchange for local businesses to help them generate traffic for themselves and the town. 8. Create an Oriental You Tube channel to feature events such as TBD 1 st Half 2015 Croaker Festival, regattas, dragon boat races, art shows. 9. Develop a link from the Town of Oriental website to Tourism & Events All By 12/31/14 a site with personality and sizzle that provides coverage of recent (Venturi to assist w/ events and info on upcoming events. Include a comments section. Word Press) 10. Pursue placement of Oriental photos on NC Tourism Board website. TBD 1 st Half Investigate partnering with Pamlico County on printed materials TBD 2 nd Half 2015 for area sites, events, etc. 12. Pursue opportunities with area camps to promote Oriental businesses; Wheeler By 04/01/15 revitalize Tuesday Night Camp Night

4 Objective 2: Continue to build awareness of Oriental by using signage to both help people find us and to ensure a positive experience once here. Strategties: Responsibility Timing Out-of-town 1. Continue working to add NC Highway signage for Oriental on main TBD 2015 feeder highways 70 and 17 near New Bern. 2. Explore testing highway billboard(s) on Hwy. 70 East from Kinston or TBD 2 nd Half 2015 Hwy 17 South from Greenville / North from Morehead City. Look for price deals to test market; create dramatic graphic (dragon run, etc.) In-Town 1. Work with Harbor, Parks/Rec and Tree Boards to determine optimal locations Palpham By 02/01/15 for tourism signage (town maps with key sites/landmarks) throughout town. 2. Develop system at harbor for boaters to access copies of Mabe By 02/01/15 town brochure with area map and list of local businesses and services with locations. 3. Use volunteers to defray cost of design construction, painting/printing, etc. TBD 1 st Half Work with the Harbor and Parks/Rec boards to improve appearance Mabe/Town Complete of town s new electrical panels at riverfront locations.

5 Objective 3: Create fresh, dramatic multi-purpose marketing materials to promote the town to potential visitors, provide valuable information for people while here and serve as effective pass-along s to other potential visitors. 1. Maximize distribution of the new 2014 Tourism Brochure in interstate Mabe By 11/30/14 highway visitor centers, eastern NC state visitor centers, area towns and historic sites, area ferry buildings, ICW marinas and throughout Oriental. 2. Design and produce a simple local handout listing town/area businesses, Wheeler By 12/01/14 services, restaurants, marinas, boatyards, etc. along with a location map. Produce as one-color on card stock which can be printed by town staff and reprinted on regular basis or as needed for necessary changes. 3. Distribute business/services handout at Town Hall, harbor, All By 12/15/14 all local merchants, galleries, realtors, inns/hotels or other places where visitors would pick up. Size for insertion into Oriental Tourism Brochures if needed.

6 Objective 4: Develop ways to encourage Oriental visitors to explore and enjoy the entire village. Boaters 1. Explore ideas for greeting those arriving by water. Consider TBD 2 nd Half 2015 personal greeters, small gift/memento, etc. 2. Explore implementing town wide Visitor Pick-Up sites with signage; TBD 2016 encourage local townspeople to stop, pick up and deliver visitors to the grocery, harbor, hardware store, etc. Spread the small town, caring spirit to encourage return visits and word-of-mouth PR for Oriental. All Visitors 1. See Objective 3 #2 Listing and locations for all businesses and services. Wheeler By 12/01/14 2. See Objective 2 Provide informative and attractive local signage to TBD By 02/01/15 make navigating the town easy.

7 Objective 5: Investigate paid media (advertising) as a potential marketing tool to augment PR efforts; raising awareness and potentially increasing tourism/traffic to the town. 1. Identify key messages to be communicated and events to TBD 1 st Half 2015 be advertised, selecting those with greatest appeal to visitors. 2. Investigate regional and state media pricing for newspapers, All By 01/02/15 town/county guides, state/coastal/boaters magazines, and boater/ coastal-centered web sites to determine if costs are viable. 3. If so, allocate funds and develop a limited 2015media plan. Mabe By 01/15/15 4. Determine key criteria for tracking impact of spending Mabe 1 st Half 2015 such as number of visitors finding us through paid media if possible. Assess estimated cost versus results to determine which types of media are viable options going forward.

8 Objective 6: Develop and implement means to qualitatively and quantitatively evaluate results of our tourism efforts. 1. Review occupancy tax income by quarter over last five years Mabe By 01/31/15 to evaluate trends and establish a base for future comparison. 2. Create simple qualitative survey cards to be distributed Mabe By 03/01/15 in all town B&Bs, hotels, inns and rental cottages to gather comments including how they found us, why they are visiting; likes, dislikes, positives and negatives about their experiences; ideas to make Oriental more tourist friendly. 3. Develop a simple, cost-effective way for return of surveys. Mabe & Town Staff By 03/01/15 4. Survey local businesses several times a year about TBD 1 st Half 2015 consumer traffic and the sales and financial impact of various advertising efforts and town events to better evaluate which efforts/events bring visitors/consumers to us. 5. Analyze overall estimated cost-effectiveness of all events TBD Year-end 2015 and activities.

9 Objective 7: Develop ways to engage local business owners in the work of the Tourism Board. 1. Host an Oriental Business Owners Workshop in early 2015 TBD 01/2015 to share Tourism Board plans; solicit input and ideas on ways to build visitor traffic and ways to assess effectiveness of events, PR and advertising. 2. Hold periodic update and brainstorming sessions with business TBD June & Dec owners to discuss ideas and opportunities. Each year