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5 year Strategic Plan objectives 2007 -2011
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  1. 5 year Strategic Plan objectives2007 -2011 FALL 2010 Louisville Convention & Visitors Bureau

  2. The Louisville Convention & Visitors Bureau 5 year Strategic Plan was developed in 2007. The objectives of the Strategic Plan have specific tactics associated with them. Plus the objectives are an integral part of the Bureau’s Annual Marketing Plan. The CVB Commissioners and Senior Management team continually update this plan to reflect the evolution of the Bureau’s growth. FALL 2010 Louisville Convention & Visitors Bureau

  3. Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers. LCVB Strategic Plan FALL 2010

  4. Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers. Conduct a product review and identify matching market segments 1.1 Owner: Convention Development Start/Completion dates: 7/07 – ongoing Resources: Staff Status Update: • See Addendums (all updated annually) • #1 Market Segmentation • #2 Competitive & Comparable Destinations • #3 The 200 Largest Trade Shows of 2009 – available upon request

  5. Addendum #1, Section 1.1

  6. Addendum #2, Section 1.1

  7. Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers. Continue to expand/build database of visitors and potential visitors 1.2 Owner: Marketing Communications/ Tourism Development Start/Completion dates: 7/07 – ongoing Resources: Staff/ $120,000 Status Update: • Internet campaign • Attend select consumer shows annually • 2009 - 72,000 names in the database • 2010 – 96,400 names in database • 2011 Goal - 100,000 names in database • 2009 Leisure Bus Blitz to 9 cities • 2010 Leisure Bus Blitz to 9 cities both Spring & Fall • Bourbon Country Tent at HullabaLOU • Social Media Networks • See Addendum #4

  8. Addendum #4, Section 1.2 Social Media Opt-in Email Database: Leisure - 95,696 Bourbon - 17,217 Twitter Followers: GoToLouisville - 6,110 JustAddBourbon - 11,370 Facebook Fans: Louisville - 1,838 JustAddBourbon - 6,496

  9. Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers. 1.3 Initiate a (bi) annual integrated marketing plan targeting identified segments Owner: All departments led by theMarketing Communications team Start/Completion dates: Launched- Annual coordination begins with Marketing Advisory Council meetings in late Fall, followed by Staff development of segments in winter, compiling of data in Spring and annual fiscal launch date by July 1st. Resources: $12.4M for fiscal year 2010-2011 Status Update: • Plan presented to the Commission for approval by June of each year • See Addendum #5

  10. Addendum #5, Section 1.3

  11. Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers. Generate co-op marketing partners (attractions, restaurants, accommodations, matching funds etc.) 1.4 Owner: All departments Status Update: • We are in our fiscal year and we are on plan to date with our co-op marketing partners • Co-op for Trade Shows • See Addendum #6 and #7

  12. Addendum 6, Section 1.4 Current Corporate Partners: Bartha Audio Visual, Bearno's by the Bridge, Edinburgh Premium Outlets, Enterprise Rent-A-Car, Freeman, Louisville Science Center, Masterson's Catering, Norton Healthcare, red7e, Inc., Republic Bank & Trust Company, UPS Total # of Companies involved in the program: 11 Total # of dollars collected in 2010: $9,179

  13. Addendum #7, Section 1.4

  14. Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers. Participation in destination brand development to be consistent with the tourism segments 1.5 Owner: President, Vice President of Marketing Communications Start/Completion dates: 7/07 - ongoing Resources: Staff time and $250,000/year for 3 yrs Status Update: • Possibility City Campaign has been fully integrated into the LCVB materials • Bourbon Country and Urban Bourbon Trail gain momentum • City of Louisville has asked the LCVB to pick up its funding piece, $50,000 • 2009/2010 Budget may impact $250,000 per year contribution by the LCVB • 3 year funding commitment has been fulfilled (6-30-09) • Extended • Addendums #8-13

  15. Addendum #8, Section 1.5

  16. Addendum #9, Section 1.5

  17. Addendum #10, Section 1.5

  18. Addendum #11, Section 1.5

  19. Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers. 1.6 Adapt brand to all CVB creative communication vehicles Owner: All departments Start/Completion dates: 1/08 - ongoing Resources: 07/08, 08/09 Marketing Budget Status Update: • Possibility City Campaign fully integrated • Integrated into all Bureau collateral, and radio spots • Merchandise • Campaign reflected in Bureau trade show booths • Integrated into electronic marketing including websites, airport Welcome Wall, Visitor Information screens and e-mail campaigns

  20. Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers. Create and implement an annual integrated broad based brand awareness strategy 1.7 Owner: Marketing Communications to lead all depts. Start/Completion dates: 7/09 – annual Resources: Annual Fiscal Marketing Budget Status Update: • Year 4 of the Possibility City campaign underway by the Branding Project Team • Theme of “It’s Possible Here” is infused across marketing segments including convention & leisure tourism development

  21. Objective #1: Increase brand awareness of Louisville as a destination which results in visitation from individual travelers. 1.8 Secure support of the brand standards by tourism industry constituents Owner: Brand Advisory Committee Start/Completion dates: 10/08 (ongoing) Resources: Annual Branding Budget Status Update: • Branding Project Team and the CVB marketing team meet with various constituent groups to educate them on the best usage and implementation of the branding initiative • Addendum #12 • Bourbon Country brand statements manual is being produced for all tourism agencies to reference in marketing bourbon related tourism to the State.

  22. Addendum #12, Section 1.8 Louisville Branding Project Team Eileen Pickett - GLI Mackenzie Hindman - GLI Carmen Hickerson - GLI DeVone Holt - GLI Phil Miller - Mayor's Office Gathan Borden - LCVB Mark Perry - LCVB Stacey Yates - LCVB Lisa Haller - The Galt House Dan Barbercheck - red7E Pip Pullen - red7E Brett Jeffries - red7E Dan Hartlage - Guthrie Mayes Robin Miller - AdFed Matt Schulte - Horizon Research Carl Brazely - Mo' Better Marketing Ceci Conway - Marketing Consultant

  23. Objective #2: Generate visitation from groups to Louisville . LCVB Strategic Plan FALL 2010

  24. Objective #2: Generate visitation from groups to Louisville Build and maintain a database of the ideal groups relative to size, calendar, rate and amenities 2.1 Owner: Executive VP/ Convention Development/ Tourism Start/Completion dates: 7/07 - ongoing Resources: Staff Status Update: • D3000 (Bureau CRM software) • Tradeshow Week Top 200 • “Key Account” development • Information refreshed daily • Database being built for all trade shows hosted and attended • Developed target list for KICC, KEC and YUM! Arena business

  25. Objective #2: Generate visitation from groups to Louisville Expand service and attendance building for “annual shows” and now all shows through 2010 in response to the economy. 2.2 Owner: President, Executive Vice President, Vice President of Bureau Services Start/Completion dates: 7/07 ongoing Resources: $50-75K Status Update: • Ongoing meetings and annual shows • Action plan/timelines are updated annually as needed • See Addendum #13

  26. Addendum #13, Section 2.2 • Section 2.2: Expand service and attendance building for "annual shows". • 2010 Strategy Update: Ongoing meetings with annual shows to update Action Plan/Timeline based on specific attendance building and service needs. The following special services were created for certain shows and are now offered to all annual shows based on their specific needs. • Marketing/Attendance Building Services • Telemarketing via LCVB Call Center • Data Mining Via LCVB Call Center or On-Site Client Offices/Facility (Local Only) • Customizable E-Mail Campaign • Customizable Promotional Video • Spectator Promotions/Publicity Services • Event Promotions • Featured promo on homepage of LCVB website • Weekly Bureau Brief • Leisure Newsletter • Visitors Guide • Facebook • Twitter • Louisville Visitors Center: Video Wall; Information Monitor; Easel Sign; Coupon/Brochure Distribution • Cross Promotions • Preferred Partner Program (Attractions; Restaurants; Local Businesses such as Papa John’s; etc.) • LCVB Regional Promotions (Bus Blitz; Other Related Events; etc.) • Attendee Services • VIB (Very Important Badge) Program • Red Carpet Greeters

  27. Objective #2: Generate visitation from groups to Louisville 2.3 Identify specific needs of each convention and address needs accordingly Owner: President, Executive Vice President, Vice President of Convention Sales, and Vice President of Finance & Administration Start/Completion dates: 7/07 - ongoing Resources: 08/09 Budget Year $685,300 09/10 Budget year $655,800 10/11 Budget year $813,725 Status Update: • 36 conventions are receiving some form of subsidy in FY 10/11. The subsidy for each group is kept confidential. • LCVB maintains a future funding spreadsheet which helps to indentify future convention needs • Line itemed in annual budget • Finance Committee reviews annually • Staff reviews monthly

  28. Objective #2: Generate visitation from groups to Louisville Develop & maintain an account to be used exclusively for pursuit of groups with a 501C3 status (Utilize the Foundation as a conduit) 2.4 Owner: President/ Chair Start/Completion dates: TERMINATE Resources: Under evaluation Status Update: • It was determined that it did not provide any tangible benefits to move LCVB dollars to a 501 C3 at this time. Sponsorship dollars will be budgeted annually and paid directly to the receiving organization.

  29. Objective #2: Generate visitation from groups to Louisville Create and implement an annual sales plan focused on target groups in database 2.5 Owner: Executive Vice President/Vice President of Convention Development/Vice President of Tourism Start/Completion dates: 7/07 - ongoing Resources: Staff Status Update: • Convention & Tourism sales plans are in place and updated quarterly

  30. Objective #2: Generate visitation from groups to Louisville Implement an incentive system for sales staff to address current cap. Including varying levels to target business in seasons, etc. 2.6 Owner: President/Executive VP/ VP of Finance & Admin Start/Completion dates: Implemented in FY 07/08 Resources: $200K/yr – varies annually Status Update: • Update annually as part of the overall CVB budget • See Addendum #14

  31. Addendum #14, Section 2.6

  32. Objective #3: Secure Resources to achieve the mission and objectives LCVB Strategic Plan FALL 2010

  33. Objective #3: Secure resources to achieve the mission and objectives 3.1 Expand the Foundation as a viable resource Owner: President/ Chair/ Commission Start/Completion dates: ongoing Resources: TBD Status Update:

  34. Objective #3: Secure resources to achieve the mission and objectives Explore $2/night fee earmarked for convention incentive fund 3.2 Owner: Chair & Commission Start/Completion dates: 7/09- TBD Resources: TBD Status Update: • This objective is currently on hold

  35. Objective #3: Secure resources to achieve the mission and objectives Adopt and implement total ROI formula in credible terms (market research) 3.3 Owner: President Start/Completion dates: 1/08 – 1/09 Resources: Staff time Status Update: • DMAI – ROI formula released 2008 • ROI • 2008 $1.00= $23.86 • 2009 $1.00 = $26.12 • 2010 $1.00 = $27.18

  36. Objective #3: Secure resources to achieve the mission and objectives 3.4 Conduct a visitor profile and economic impact analysis and track outcomes of the leisure segment Owner: President Start/Completion dates: Ongoing/ Annually Resources: $40-50K annually Status Update: • 2007/2009 Longwoods International Annual Visitor Report is used to track leisure customer profiles • 2007 – Purdue Leisure Study completed • 2007 Paul Coomes Economic Impact Study completed • 2009- Destination Analysts, Inc. completed web site conversion study, the total economic impact /ROI of the Website is $26.36 million • Takin’ it to the Streets Bus Tour impact analysis, Spring & Fall 2009 • Conducting a niche leisure marketing study on the Urban Bourbon Trail participants and non-participants from Bourbon Tourism database. Results due October 25, 2010 • See Addendum #15-18

  37. Addendum #15, Section 3.4