1 / 40

Member Marketing Meeting

Member Marketing Meeting. February 4, 2009. Presenters : Chris Barrett PA Dutch CVB Brian Evans e-Marketing & PR Manager Sarah Long Communications Coordinator Joel Cliff Media Relations Manager. Vision. Our Vision

cullen
Download Presentation

Member Marketing Meeting

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Member Marketing Meeting February 4, 2009

  2. Presenters: Chris Barrett PA Dutch CVB Brian Evans e-Marketing & PR Manager Sarah Long Communications Coordinator Joel Cliff Media Relations Manager

  3. Vision Our Vision Lancaster County is the most compelling experiential destination in America. Our Mission To increase the number of visitors to Lancaster County, Pennsylvania.

  4. What are we doing now? • Watching the market closely for continuing • change • Adding an interactive campaign for the 1st • quarter • Working to develop greater media efficiencies • thorough pooling and co-ops • Will remain nimble and continue to search for • promotions that position value

  5. What are we doing now? • Working to fully develop social media tools • through our website • Ensure that padutchcountry.com is user friendly • and can sell the destination effectively • Following the vision and strategic plan in\ • marketing plan execution

  6. Smith Travel Report – STR-Occupancy • Occupancy 2004: 54.3% • Occupancy 2005: 56.7% • Occupancy 2006: 54.3% • Occupancy 2007: 56.4% • Occupancy 2008: 53.4% (December 2008) • Down 5.0% vs. 2007 Actual

  7. Smith Travel Report – STR- ADR • ADR 2004: $78.75 (1.7%) • ADR 2005: $81.05 (2.9%) • ADR 2006: $84.78 (4.6%) • ADR 2007: $90.02 (4.5%) • ADR UP 17.01% over the period • ADR 2008: $92.14 (2.4%-December)

  8. Total Hotel Tax Rev. Received for 07-08

  9. Around the State Year Ending 2008

  10. The Market • Expect a slower 2nd and 3rd quarter • We expect zero growth-”flat is the new up” • Group seems to be cautiously optimistic moving • into 2009 • Corporate is still moving but not as much as travel • planning is curtailed to save dollars…. • Meeting planners are interested in the CC

  11. Where do we go from here? • Designing execution around the strategic • plan • Continue to use WAKE UP (3rd year of the • campaign) message for existing TV spots • as well as new testimonial radio

  12. City Tourism Products • Assisting the City with branding strategies as well as marketing and advertising • Helping the city to present one cohesive look to the guest • Active in JSID/DID and with retailers/restaurants to enhance night life offerings • Opening the Lancaster Visitors Center in 4/09

  13. County’s Rich Culture • 2009 MOGG completed exhibiting the county’s culture • Current promotion with lodging and traditional food experiences in the 1st and 2nd quarter • Continuing to ensure that our heritage and traditions are correctly positioned in addition to new initiatives

  14. Meeting and Convention Destination • Organized board committee which will meet for the first time on 2/13: Tim Lease to chair this committee • Moving forward aggressively to position us as a meeting and convention destination by increased show attendance and direct sales calls • Supported announcement of WV Doubletree addition to that property • Move towards positioning Lancaster as a “must do” meeting destination

  15. New Tourism Products • Board committee organized and first meeting conducted on 2/4/09: Chuck Simmons tapped as chair (Postponed due to weather) • Short term and long term goals proposed and identified • Committee to formulated a timeline for staff implementation

  16. Niche Marketing • Launching a “Nothing as Close Comes Close” campaign for 2009 • Themes are value, closeness and the uniqueness of the destination • Using testimonial radio and TV asking real guests: “What do you like about Lancaster County” • Spots will be directed at niche markets as well as attractions • We will produce (3) :60 second radio spots and a minimum of (3) :30 second TV spots

  17. Advertising/Media • Acting as the media agency for Hershey/Harrisburg and Franklin County CVB’s • Co-op dollars have increased in 2008 to $145,000 confirmed with additional interest • Will be placing radio for DCR (regional) at $250,000 • Will be integrating the web more effectively

  18. Web Traffic Derived by Media, Nov. 3, 2008 – Feb. 3, 2009

  19. PADutchCountry.com Traffic Nov. 3, 2008 – Feb. 3, 2009

  20. PA Dutch CVB Online Lancaster County on the Web

  21. 2009 Web Site Initiatives Analyzing current partners and vendors Improved search capabilities Enhanced itinerary planner Showcase online booking Tie in social media Streamline user experience

  22. Online marketing Initiatives Improved SEO Google Adwords Program Banner Ad Campaigns Niche e-Newsletters with custom content

  23. 2009 Goals Increase overall web traffic Increase our online bookings Deliver reliable online value for our members

  24. PA Dutch CVB Social Media

  25. What is Social Media & How does it benefit us? • Social Media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other • We get users to share insights & experience • It ties in with our marketing plan • We are able to directly respond to people’s questions/comments

  26. We are currently using 5 Social Media Sites. Twitter (micro-blogging) Facebook (social networking) PA Dutch Country Blog (content distribution) YouTube (video sharing) Flickr (photo sharing)

  27. Pitfalls to avoid: Content should NOT be similar to old style brochures, press releases, etc. Content should be “real,” your readers will know if your content is exclusively written by the PR department Do NOT use the hard sell, use soft sell

  28. Things to make sure to do: Be Proactive Listen, Listen, Listen Bring the conversation closer

  29. Twitter

  30. Facebook People can write on the wall to ask questions, or answer other’s questions

  31. OUR BLOGA LITTLE BIT OF LANCASTER COUNTY. NO MATTER WHERE YOU ARE.

  32. YouTube.com

  33. Flickr.com

  34. Media Relations

  35. Media relations efforts will echo and augment our advertising, online, and socialmedia messages

  36. Winter Retreat / Cabin Fever / Romance • Mud Sales • National news from members Recent Messages Include:

  37. Upcoming Ones Include: • Celebrate 2009 and Stay & Eat Free promos Experiential Offerings • Lancaster’s Rich Culture • April openings of LVC and LCCC/Marriott

  38. Recent Coverage Includes:

  39. Send News to jcliff@padutchcountry.com

  40. Thank you for your membership!

More Related